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 Soap Creative who each secured two category wins (respectively Brand Destination Site; Cross Platform Integration; and Product Launch; Rich media and Digital Video). Publicis Mojo and Virgin Mobile picked up the 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