TED’s ‘Six Beers of Separation’ wins Best of Show and best branded content at the 2010 IAB Awards
BMF’s Lion Nathan ‘Tooheys Extra Dry – Six Beers of Separation’ campaign, entered by ZenithOptimedia, was the star of the IAB Awards ceremony in Sydney last night, with the campaign winning the new Branded Content category and trumped a record number of entries to scoop the prestigious Best of Show title and secure its entry into the 2010 US IAB MIXX Awards.
Other IAB Award winners include Publicis Mojo Melbourne and SoapCreative who each secured two category wins (respectively BrandDestination Site; Cross Platform Integration; and Product Launch; Richmedia and Digital Video). Publicis Mojo and Virgin Mobile picked upthe Brand Loyalty and Retention Award for their Virgin Mobile ‘Member’s Lounge’ campaign; and FNUKY secured the first ever Not-for-Profit/Public Service Award for its GetUp! ‘Censordyne’ campaign. Other category awards were won by Mediacom, WHYBIN/TBWA/TEQUILA, Experian Hitwise and Leo Burnett.
Holler picked up the Creative Showcase Grand Prix award for its Lion Nathan ‘Beck’s ÜBERSELEKTOR’ campaign. Finalists in this category were Creative Showcase winners from quarterly 2009/2010 competitions and included Clemenger, Soap Creative and Visual Jazz.
According to Paul Fisher, CEO of IAB Australia, 2010 has been an exciting year for the IAB Awards: “This year’s IAB Award winners have displayed an outstanding level of creativity and delivered some of the highest quality submissions in the history of the Awards. All of the entrants should be congratulated on their efforts. The record number of entries this year is a reflection of the strong growth in digital and interactive advertising in this market. Representing a total of 133 brands, the IAB Award entries clearly demonstrate Australian agencies are not only creating incredibly effective interactive campaigns, but are proud to promote their world-leading achievements.”
The Best of Show winning entry has now qualified for entry to the US MIXX 2010 Awardswhich will be judged on 28 September 2010 in New York. Previous IAB Australia Best of Show winners have had remarkable success in the MIXX Awards, with the 2009 entry winning MIXX’s Best in Show and the 2008 entry taking home a silver award.
2010 IAB Awards Winners
Category: Branded Content and Best of Show
ZenithOptimedia for Lion Nathan – Tooheys Extra Dry – Six Beers of Separation
Creative Agencies: BMF, Holler
Category: Brand Awareness and Positioning
Mediacom for Dell – Alienware Clan Challenge
Event Production & Filming: TCO
Category: Direct Response and Lead Generation
WHYBIN/TBWA/TEQUILA for Nissan Australia – Take the Wheel
Category: Product Launch
Soap Creative for Unilever Australia – LYNX Party Across the Internet
Media Agency: Universal McCann
Category: Brand Loyalty and Retention
Publicis Mojo and Virgin Mobile for Virgin Mobile – Member’s Lounge
Mobile Offer Redemption Platform: Figitt
Mobile Developers: MIA
Developers: Cactuslab
Category: Brand Destination Site
Publicis Mojo Melbourne for Cadbury – The Adventures of Freddo
Category: Cross-Platform Integration
Publicis Mojo Melbourne for Tourism Victoria – The Art of Walking
Production Company: @RADICAL.media
Category: Search Marketing
Experian Hitwise for Southern Cross Travel Insurance – SCTI Online Offline Integration
Category: Social Media Marketing
Leo Burnett for Canon – Canon EOS Photochains
Category: Rich Media and Digital Video
Soap Creative for Unilever Australia – LYNX Party Across the Internet
Media Agency: Universal McCann
Category: Not for Profit / Public Service
FNUKY for GetUp! – Censordyne
Category: Creative Showcase Grand Prix
Holler for Lion Nathan – Beck’s ÜBERSELEKTOR
Media Agency: ZenithOptimedia
7 Comments
warren brown . . .
How does a media agency win an award for content that a creative agency shot and produced????
Because they did extraordinary connections planning that got that content out of the can and into peoples’ hands. Great job guys.
So 1.29 it’s like giving the paper boy the award for best newspaper content and photography because he delivered the paper. Well done.
Hear hear 12.16. Connections planning… what a crock.
Would love to know what the media agency actually did, apart from take an idea, give it to some media owners and then get taken to lunch.
What the hell are IAB awards?