Friday, May 26, 2006

BIG AD TAKES OUT BEST OF SHOW AT MADC AWARDS





As expected, George Patterson Y&R, Melbourne took out Best of Show for the Carlton Draught 'Big Ad' commercial at their hometown MADC Awards held last night (Friday).
The spot also won Gold for best TV commercial over 45 seconds. Patts also scored Gold for their Fosters 'Boony' work in the Direct Marketing Integrated Campaign category.
Gold also went to Publicis Mojo for the Nike 'Run Yourself Ugly' magazine campaign and their Peter's Ice Cream 'Fresco' transit ad.
Gold also went to Mike Reed & Partners Post Productions for editing the TAC 'Haunted' commercial.

Best of Show
George Patterson Y&R for The Big Ad

Most Outstanding Contribution by a Creative Person
Emma Hill

Honorary Life Membership
Fysh Rutherford

Blackley Award – Creative Leader of the Year
James McGrath

Client of the Year
Fosters Australia for George Patterson Y&R – Boony

2005 Mentor Award
Angie Bird

Best Press Advertisement:

BRONZE
Virgin Blue 'Laundry'
cummins&partners

Best Small Space Press Advertisement:

BRONZE
Kraft 'Take the tube to London'
JWT

BRONZE
Australian Defence Force 'Fit things in'
Y&R Melbourne


Best Small Space Press Campaign:


BRONZE
Vegemite 'Tube'
JWT


Best Magazine Advertisement:


SILVER
Nike 'Miss July'
Publicis Mojo

BRONZE
Nike 'Pray The Wind Doesn't Change'
Publicis Mojo

BRONZE
Nike 'Abuse'
Publicis Mojo

BRONZE
Nike 'How Ugly Will They Make Me'
Publicis Mojo

BRONZE
SCA 'Big Heads'
Clemenger BBDO

Best Magazine Campaign:

GOLD
Nike 'Run Yourself Ugly'
Publicis Mojo

BRONZE
Target 'Underwear'
The Campaign Palace/Red Cell

Best Point of Purchase:

BRONZE
Fosters 'Model Horse'
George Patterson Y&R

BRONZE
SCA 'Wrestlers'
Clemenger BBDO

BRONZE
SCA 'Horse's Ass'
Clemenger BBDO

Best Point of Purchase Campaign:

BRONZE
Cadbury Schweppes 'Smashed Fruit'
George Patterson Y&R

BRONZE
Sorbent Clean & Fresh Toilet Wipes Campaign
Clemenger BBDO

Best Outdoor:

BRONZE
Fosters 'Because You're Worth It'
George Patterson Y&R

Best Outdoor Campaign:

BRONZE
Fosters 'Because You're Worth It'
George Patterson Y&R

Best Transit:

GOLD
Peters Ice Cream 'Fresco'
Publicis Mojo

BRONZE
Cadbury Scvhweppes 'Smashed Fruit- Cherry'
George Patterson Y&R

BRONZE
Cadbury Schweppes 'Smashed Fruit- Apple'
George Patterson Y&R

Best Flat Mail:

BRONZE
ANZ 'Big Pocket'
M&C Saatchi Melbourne


Best Dimensional Mail:


BRONZE
ANZ Financial Planning 'Pencil Case'
AJF Partnership

Best Non-Commerical Direct Mail:

BEST OF CATEGORY
ANZ 'Robots'
M&C Saatchi

Best Unaddressed Mail:

BRONZE
Gillette 'Scratch A Beard'
Clemenger BBDO Melbourne

Best Direct Marketing Integrated Campaign:

GOLD
VB 'Boony'
George Patterson Y&R

SILVER
Salesforce 'iquit campaign'
Twenty20 and Mindstream Digital

Best Ambient/Non - Traditional Media:

SILVER
VB 'Talking Boony Figurine'
George Patterson Y&R

BRONZE
Peters Ice Cream 'Fresco'
Publicis Mojo

BRONZE
Masterfoods 'Escalator'
Clemenger BBDO

Best Ambient/Non - Traditional Media Campaign:

BRONZE
VB 'Talking Boony Campaign'
George Patterson Y&R

Best 15 Second Television Commercial:

BRONZE
Nike 'Mutant Foot'
Publicis Mojo

Best 30 Second Television Commercial:

BRONZE
Fosters 'Shutdown'
George Patterson Y&R

BRONZE
Heinz 'Handed Down'
DDB Group

Best 45+ Second Television Commercial:

GOLD
Carlton Draught 'The Big Ad'
George Patterson Y&R

SILVER
Nike 'Maureen'
Publicis Mojo

BRONZE
Nike 'Reincarnate'
Publicis Mojo

BRONZE
Fosters Australia 'Blokebots'
George Patterson Y&R


Best Television Campaign:


SILVER
Nike 'Reincarnate'
Publicis Mojo Australia

BRONZE
Fosters Australia 'Blokebots Campaign'
George Patterson Y&R

Best Cinema Commercial:

BRONZE
Nike 'Mutant Foot'
Publicis Mojo Australia

BRONZE
Nike 'Reincarnate'
Publicis Mojo

BRONZE
TAC 'Haunted'
Grey

Best 30 Second Radio Commercial:


SILVER
Bic 'Chicken'
Smart

BRONZE
NAB 'Per Favor'
See Life Differently

BRONZE
Bic 'Guinea Pig'
Smart

BRONZE
Bic 'Isolation Chamber'
Smart

Best 45+ Second Radio Commercial:

BEST OF CATEGORY
Fosters 'Leaf Blower'
George Patterson Y&R

Best Radio Campaign:

SILVER
Bic 'Failsafe'
Smart

Best Integrated Campaign:

SILVER
Nike 'Reincarnate'
Publicis Mojo

SILVER
VB 'Boony'
George Patterson Y&R

BRONZE
Nike 'Run Yourself Ugly'
Publicis Mojo

Best Community Service/Charity Advertisement:

BRONZE
Open Family 'Longest Night Appeal - Brick'
Grey

Best Community Service/Charity Advertisement - Television

BEST OF CATEGORY
Scope 'Stop the Noise'
Leo Burnett

Community Service/Charity Advertisement - Radio:

SILVER
Open Family 'Vicious Circle Boy'
Grey

BRONZE
Open Family 'Vicious Circle Girl'
Grey


Best Community Service/Charity Campaign:


BRONZE
Open Family 'Longest Night Appeal'
Grey

Best Student Entry:

SILVER
TAC 'Swing'
Student: Sam Holst

BRONZE
Clearasil Products ambient media campaign
Student: Natalie Djurdjevska

BRONZE
Parker Brothers 'Save it for the game'
Student: Jason English-Rees

BRONZE
Western Bulldogs
Student: Tian Murphy

Best Consumer Site:

SILVER
Fat4.com
tundra

SILVER
Brown Brothers Website redesign
DDB Group

SILVER
Skittles Gummies
Clemenger Proximity/Clemenger BLUE Digital

BRONZE
Yellow Pages 2006
DDB Group

BRONZE
Alannah Hill
Lemonade

BRONZE
adidas +10 Playoffs
Sputnik Agency

BRONZE
Pirates of the Caribbean - The Black Pearl, Volvo Ocean Race (VOR) team site
Spin New Media

BRONZE
XYZSTUDIOS.COM
XYZ Studios

BRONZE
Kylie Online Costume Collection
David Trewern Design

Best Digital Campaign:

SILVER
VB 'Boony'
George Patterson Y&R

BRONZE
Lee Jeans - High Rize
Spin Communications


Best CDRom, DVD, Kiosks & Installations/Presentations:


BRONZE
Mini at L'Oreal Fashion Week
SEE

Best Digital Advertising:

BRONZE
Carlton Draught 'The Big Ad'
George Patterson Y&R

BRONZE
MARS and SNICKERS are back - microsite
Clemenger BLUE Digital

Best Packaging (Label and Physical Shape):

BRONZE
Uncle Toby's A.O.
Cowan

Best Beverage Packaging (Label Only):

SILVER
Philip Shaw Wines Labelling
Square Circle Triangle

BRONZE
Yering Farm Farmyard Series
Ethos

BRONZE
Ol'Mera Olive Oil
Watts Design


Best Corporate Identity:


BRONZE
Fitline
Cornwell Design

BRONZE
RG Madden
Cornwell Design

BRONZE
Dan Magree Photography Corporate Identity
Davidson Design

BRONZE
Billard Leece Partnership
Cornwell Design

Best Brochure, Catalogue or Annual Report Design:

SILVER
St.Johns Ambulance Annual Report
Lemonade

BRONZE
The Group 'Sugar'
Paper Stone Scissors

BRONZE
The Group 'Timber'
Paper Stone Scissors

BRONZE
2 Oliver Lane
Three60

Best Book Design:

BEST OF CATEGORY
Billard Leece '10 Year Anniversary Book'
Cornwell Design

Best Signage/Environmental Design:

BEST OF CATEGORY
Degree Environmental
Cornwell Design

Best Magazine Design:

BRONZE
SummerWinter No. 2
Three60


Best Self Promotion Design:


BEST OF CATEGORY
GPYR Reception Magnet Wall
George Patterson Y&R


Best Miscellaneous Design:


BRONZE
Tabcorp Integrated Resort Proposal
GollingsPidgeon

Best Illustration:


BEST OF CATEGORY
Australian Sommelier's Association
Hoyne Design

Best Illustration Campaign:

BEST OF CATEGORY
Yering Farm Farmyard Series
Ethos

Best Copywriting:

SILVER
CarltonDraught 'The Big Ad'
George Patterson Y&R

SILVER
Nike 'Reincarnate'
Publicis Mojo Australia

BRONZE
Salesforce 'iquit!'
Twenty20 and Mindstream Digital

BRONZE
Nike 'Maureen'
Publicis Mojo Australia

BRONZE
Open Family 'Vicious Circle Boy'
Grey

BRONZE
Nike 'Run Yourself Ugly: Brochure'
Publicis Mojo

Best Art Direction:

SILVER
Nike 'Mutant Foot'
Publicis Mojo

BRONZE
Cadbury Schweppes 'Smashed Fruit - Cherry'
George Patterson Y&R

BRONZE
Cadbury Schweppes 'Smashed Fruit - Apple'
George Patterson Y&R

BRONZE
Cascade Drums O' Beer
George Patterson Y&R

BRONZE
Nike 'Run Yourself Ugly Brochure'
Publicis Mojo

BRONZE
Nike 'Reincarnate'
Publicis Mojo

Best Art Direction Campaign:

SILVER
Nike 'Reincarnate'
Publicis Mojo Austraila

BRONZE
Cadbury Schweppes 'Smashed Fruit'
George Patterson Y&R

BRONZE
Nike 'Run Yourself Ugly'
Publicis Mojo

Best Typography:

SILVER
Nike Free Sole
Publicis Mojo

BRONZE
Monash University School of Music 'Crepuscule'
Paper Stone Scissors

Best Photography:

BRONZE
Sorbent 'Wrestlers'
Stuart Crossett for Clemenger BBDO Melbourne

BRONZE
Open Family 'Longest Night'
Stuart Crossett for Grey Worldwide


Best Photography Campaign:


BRONZE
Sorbent
Stuart Crossett for Clemenger BBDO


Best Original Music:


SILVER
Just Jeans 'Lobster'
Level Two Music for Publicis Mojo

BRONZE
Ford 'Chihuahua'
Dare Music and Front of House for JWT

BRONZE
Kayser Brazilian Cottons
Paper Stone Scissors


Best Soundtrack (Television or Radio):


SILVER
Carlton Draught 'Big Ad'
Cezary Skubiszewski for George Patterson Y&R

BRONZE
Reflex Innocent Printer
Level Two Music for O'Keefe, Murphy, Gaff (OMG Advertising)


Best Film Direction:


SILVER
Arla Foods 'The Hinted'
Exit Films for DDB, London

BRONZE
Berri 'McCoy'
The Pound for The Campaign Palace/Red Cell

BRONZE
Reflex 'Innocent Printer'
Renegade for O'Keefe, Murphy Gaff (OMG Advertising)

BRONZE
Boag's 'Quality Control'
Renegade for George Patterson Y&R

BRONZE
Telstra 'Bagpipes'
@radical.media for BWM Sydney

Best Cinematography:

SILVER
Arla Foods 'The Hinted'
Exit Films for DDB, London

SILVER
Berri 'McCoy'
Campaign Palace/Red Cell

BRONZE
Tooheys 'Catapult'
Exit Films for Saatchi & Saatchi, Sydney

Best Post Production Special Effects:

BRONZE
Twisties - Double Twist
Digital Pictures Iloura for Clemenger Sydney


Best Animation - Traditional:


BEST OF CATEGORY
Cadbury 'Cinema'
Glen Art Productions for Publicis Mojo

Best Animation - Computer:

BRONZE
Twisties - Double Twist
Digital Pictures Iloura for Clemenger Sydney

BRONZE
Noise Festival TVC
Qube Konstrukt

Best Editing:

GOLD
TAC 'Haunted'
Mike Reed & Partners Post Productions for Grey Worldwide

SILVER
Reflex 'Innocent Printer'
Mike Reed & Partners Post Production for O'Keefe Murphy Gaff

SILVER
ninemsn 'Turn Your Back'
Tide for Euro RSCG Worldwide

33 Comments:

Anonymous david said...

they give away more stuff than a spring sale at target. how many catergories, awards and classes are there at MADC? More than there are ads done in melbourne.

1:40 AM  
Anonymous Anonymous said...

agreed.

too many categories.

too many winners.



less = more

8:50 AM  
Anonymous Anonymous said...

Yawn. It's the same crap from you types (same comments are made every year for MADC, AWARD etc). Doesn't Cannes give away a fair bit each year? Good work is good work. And if you were on the list I bet you would not bitch as much.
However, I agree there is probably a few too many categories.

6:08 PM  
Anonymous Anonymous said...

Hey david. Re: 'too many categories'. It's worth pointing out that MADC is NOT just for mainstream advertising. It also covers graphic design, packaging design, typography etc etc. AND remember in the case of all the craft awards, these are often awarded for Australia wide (and some global - see DDB London's award)agencies and clients. So technically it's more than just Melbourne advertising work.

So david I recommend you do a bit more homework before grand standing.

And here's another idea david. Why don't you prove your theory to all of us for next year. Come to melbourne, do an ad for a client, get it to run, enter it in MADC and sit back and wait for all your awards to roll in. Then you can post the same comment.

6:28 PM  
Anonymous Anonymous said...

hmmm. some good work, a hell of alot of categories.....

I love Melbourne, however I am bemused by the need

for the mass of back patting which is felt so necessary.


These awards appear to read like Publicis Mojo propaganda.

What satisfaction does the Mojo ecd spiller get from blasting

every single nike ad they have done in every single category...

It all seems rather wanky

As they can afford to, the ecd seem to just enter every nike ad

in every possible category combination....

Who has seen mutant foot or reincarnate at the cinema?

Maybe they played once in a darwin hoyts during the matinee

of toy story 2, but does that make it advertising or advertising

just for the madc's?

Was not the 'GOLD' winner 'Run you're self Ugly' produced by Mojo Sydney?

I am 99% certain it was... If so why are there no other Sydney agencies

entering the MADC's???

Surely this is just totally corrupt purely in the favour of Mojo's Ego?????


Surely guys it would be a better measure of success and more satisfying

if any of this design heavy nike work was acknowledged at D&AD?


Reading that MADC winner list just makes me think, what's the point?

It will be very interesting to hear how all this work goes down at The Gongs & Award

where there are actually some other agencies apart from Patts Melb who can

actually afford to blast the categories with so much possibly un award worthy mediocracy...


This is not a slagging bout of criticism, just posing a question for mature discussion....

9:06 PM  
Anonymous Anonymous said...

it looks like the MADC handed out approx 129 gold, silver or bronze awards - looking at the list here.

D&AD had 24,000 pieces entered and gave out only 60 yellow pencils and 2 black. hmmmm...

make it mean something - hand out less.

xoxo

Capt. America.

12:22 AM  
Anonymous Boony said...

The are two problems with MADC. Too many sub categories.

Surely a tv ad is a tv ad no matter how long or if it appears in cinema or on TV. How 'bout a simple best moving picture or something similar? Then all that's being judged is the idea.

The othe problem is a result of the change of focus a few years back from ads to ads and design. How many bloody wine bottle labels and business cards does the world need?

Split the awards into 2. One for ads etc. One for design stuff.

Finally a poser for Lynchy: Why not just list a handfull of key winners and then have a link to madc website for full list?

12:07 PM  
Anonymous Anonymous said...

there was only 5 gold awarded.

12:38 PM  
Blogger lynchy said...

Dear Boony,

The MADC website (www.madc.com.au) still lists the 2005 winners, so I had to put all the 2006 winners on the blog.

1:30 PM  
Anonymous Anonymous said...

Boony,

Adressing point 1.

Balls got a Silver Nom in TV 41-120 secs, a silver in TV Over 120secs and a silver in Cinema 41-120 secs at D&AD. Like it or not, that's how things are being judged. Sometimes the idea isn't the only thing that makes the ad.

So please, get off this blog and either join the MADC committee or shut up.

9:07 AM  
Anonymous Anonymous said...

can someone tell me what's so great about the nike foot tvc. i seriously don't get it. did it win everything just because it looks like it should be good and it has a nike logo on it? show any normal person that ad and they'd change the channel within 8 seconds. awards gone mad.

10:23 AM  
Anonymous Anonymous said...

Boony (aka 12.07), it's not really Lynchy's job to decide who the 'key' winners are. If they were awarded a trophy then they don't deserve to be divided and left off an even smaller list just because they aren't the Big Ad. If you don't like the unabridged list, exercise your right to scroll.

2:16 PM  
Anonymous Anonymous said...

Hey everyone, stop complaining. For the Axis awards, below, they published the entire *shortlist* of usual suspects on the blog.

2:20 PM  
Anonymous Anonymous said...

Anyone see the cool fight at the end of the night? Blood was spilled. That award went to someone's head.

2:35 PM  
Anonymous Anonymous said...

Did anyone see the fight at the end of the night? That award sure went to someone's head...

2:38 PM  
Anonymous Anonymous said...

does anyone know who were the two people who threw an award at each other resulting in bloodied head wounds?? what was that over?

2:51 PM  
Anonymous Anonymous said...

Just for the record, that new Nike ad on TV with the old guy crapping on the socceroos is utter, utter shite.

3:14 PM  
Anonymous Anonymous said...

can someone tell me also why the chuppa chup ads were all entered and awarded seprately and not grouped as a campaign? Winning an award cause you chose the colour red, over blue, or green or yellow seems lame. .. what possible reason could you come up with for not awarding the colour blue? Poor Blue. he's probably feeling very lonley right now.

3:14 PM  
Anonymous Anonymous said...

Boony & Big Ad are world beating class acts. I'm glad they took home multiple gold. Melbourne is in great shape creatively!

11:37 PM  
Anonymous Anonymous said...

Most Outstanding Contribution by a Creative Person. Where was Emma?

11:01 AM  
Anonymous Anonymous said...

is it just me or does the nike print art direction look super fake/lame???

1:40 PM  
Anonymous Anonymous said...

This is the best happening at MADC this year:

Apparently at the end of the show some guy picks up an award in the crowded foyer and throws it above his head behind him. It flies through the air and clocks a female creative on the head on the way down causing her to bleed. Obviously everyone is in shock but get this, the guy tries to walk away as though nothing happened! After the initial what the fuck moment she is in his face saying 'Did you just throw a fucking award at my head???' He still tries to just walk away! So luckily she'd won an award too and runs after him and smacks him three times in the head with her award until he too is bleeding from the head (more profusely than her by the way)... Then they're separated and taken to corners. Cops come, get statements. Their take on it is... He's had a few, he started it but she definitely gave more than she got... (he was taken to hospital for stitches) Neither pressed charges.

And tell me that Melbourne is dull compared to Sydney...

2:15 PM  
Anonymous Anonymous said...

Melbourne is dull compared to Sydney.

2:20 PM  
Anonymous Anonymous said...

1.40pm
Nice constructive criticism there.
Regards,
Mojo.

3:48 PM  
Anonymous Anonymous said...

Who was the guy?

4:10 PM  
Anonymous Anonymous said...

Hey 1.40pm,
It is just you.
Sorry.

5:40 PM  
Anonymous Anonymous said...

SOMEONE PLEASE POST THE NAME OF THE 2 FEUDING AWARD BEARING WARRIORS WHO GAVE EACH OTHER BLOODY HEADS,

AT LEAST AFTER THEY BOTH WOKE UP WITH BANGING HEADS THE NEXT DAY, THEY STILL HAD THE GLORY OF WINNING

AN MADC AWARD!

7:36 PM  
Anonymous Anonymous said...

9:06 sounds a bit like a certain ECD throwing petulant rocks at Spiller because the certain ECD's agency won sod all. And is it true the award the certain ECD did win ended up being wielded as a blunt instrument in an altercation?

9:51 PM  
Anonymous Anonymous said...

Just a quickie for Mr Mojo, can you please explain your latest Nescafe campaign?

A) Isn't 'FrenchNES' the same idea as 'ExcitemeNT' for the Northern territory campaign?

B) Your 'Noir' ad uses a black man. Black coffee, black man. Wow. That's fucking great.

8:26 AM  
Anonymous Anonymous said...

Fuck, do Mojo do that shit???

Talk about the Emporer's new advertising!

6:16 PM  
Anonymous Anonymous said...

Mojo do an awful amount of poo.

Good stuff comes out of Melbourne office though.

12:53 PM  
Anonymous Anonymous said...

They have to do something that will pay the bills so that the chosen few can work on Nike.

1:14 PM  
Blogger Aikon said...

Boony,
D&AD manage to combine design and advertising without complaint. Design aint just about business cards and wine labels, but maybe it was the only time in the night of the MADC awards that you raised your head from the empty beer glass collection.

7:04 PM  

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