Mediaweek’s Ad Placement of the Month examines submissions of creative and clever placements over the past few weeks.
August may have slipped away, but not without agencies putting forward their best submissions for Ad Placement of the Month.
This month saw agencies come up with witty, innovative, and ingenious ways of capturing audience attention while on the go. From outdoor advertisements to cleverly formatted campaigns that call out audiences.
Before Mediaweek reveals the winner of August, we’d like to mention that next month’s Ad Placement of the Month and the series going forward will be different.
Judging for the series will be done by Darren Woolley, Global CEO of TrinityP3 and Mediaweek’s marketing/agency editor-at-large. Submissions will be made through Mediaweek’s consideration platform, and further details will be announced in due course.
Returning to the winner of August, after careful consideration and deliberation of all entries, this month’s Mediaweek Ad Placement of the Month winner is:
UM – City2Surf Hahn
UM has taken the title of Mediaweek’s Ad Placement of the Month for August with its campaign for Hahn placed during City2Surf.
Throughout the City2Surf Hahn have placed OOH messages at key milestones in the start, middle, and end of the race for 10’s of thousands of entrants. These serve to align with what the runners will be feeling at the various stages and will give them the bliss of the best ice-cold beer to look forward to at the finish line.
Client: Lion
Head of Media: Clare Tsubono
Media Lead: Michelle Scalise
Marketing Manager: Sammy Russo
Brand Manager: Matthew McKay
Brand Director: Chris Allan
Partnerships Lead: Alex Honson
Media Agency: UM
Client Lead: Lauren Thornborough
Creative Connections Lead: Amy Cummings
Planning Lead: Aidan O’Brien – a special shoutout from Amy, ‘He did such an amazing job of mapping out the sites for the race!’
Trading Lead: Mai Trong
Creative Agency: Thinkerbell
Digital Agency: Affinity
Brand Experience Agency: Yakusan
Today The Brave – See the Big Picture
Following in second place is full service creative agency Today the Brave with it’s creative work for national cinema brand, HOYTS.
Operating over 490 cinema screens across the market, the brand is known for offering an unforgettable experience that begins from the moment patrons walk in, to the moment they leave. However in a world increasingly geared towards the consumption of content in smaller formats, how can HOYTS communicate the full scale of the cinema experience?
Instead of surrendering to smaller media formats, ‘See the Big Picture’ showcases HOYTS’ cinema-sized experience, regardless of the channel. The campaign is an invitation from the brand to movie-lovers who also love everything the cinema offers – big sound, taste, comfort, luxury and those recliner chairs – a combination that HOYTS provides best. Aimed at highlighting that there really is only one way to experience the marvel and magic of movies, and that’s if you ‘See the Big Picture’.
A testament to the cultural importance cinema continues to play, HOYTS has sold 1.35M across their 58 cinemas in Australia and New Zealand since the openings of recent releases Barbie and Oppenheimer which have gripped the public imagination.
Consisting of four genre executions – Zombie, Comedy, Animation and Space – ‘See the Big Picture’ comes with a catch. Each ‘short-ad’ uses tight, close-up frames that reveal only a fraction of the action or impact of the cinema experience, leaving the audience wanting more.
One of the iterations, ‘Zombie Army’ teases the viewer via narration from celebrated VO artist Lee Perry, laying out the unfolding scenes of Carl’s (zombie) death and the hoard of Zombies that are missed owing to the viewers ‘not so cinema-sized screen.’.
HOYTS will be rolling out the campaign and visual identity until the end of the year, running across broadcast channels including Foxtel, and across Catch Up TV channels Nine, Ten and Seven.
CREDITS
Production Co: MOFA
Director – Nick Kelly
Executive Producer – Llew Griffiths
DOP – James Brown
Art Director – Sam Lukins
Casting – Citizen Jane
SFX Make Up – Make Up Effects Group
Offline Editor – Hayden Somerville
Grade – Greg Constantaras
Online – Eugene Richards
Photography – Milos Mlynarik
Akcelo – McDonald’s FIFA Women’s World Cup
In third place is McDonald’s FIFA Women’s World Cup activation, with creative partner Akcelo, was creativity and immersivity.
The World Cup was promising to be a turning point in women’s sports, and a chance for Australia and New Zealand to put on a show for the rest of the world and set a standard for others to follow.
Akcelo decided to bring McDonald’s to life in a way no one had ever seen before, or had ever expected to happen. The result is an activation that’s one of the key ways in which fans have been drawn to engage in the World Cup.
Akcelo partnered with McDonald’s to create activations for 6 key cities. In Sydney, for the FIFA Fan Festival, fans were treated to the world’s first ‘Fry Thru’ – a purpose-built restaurant serving the world famous Macca’s fries, alongside multi lingual McDonald’s arches and ‘M’ swing for the perfect photo op.
The Fry-Thru truly tapped into the collaborative and multicultural nature of the World Cup, with fans able to try out the ‘Sauces of the World’, inspired by the participating countries at the event. Outback barbecue sauce and Wasabi flavoured mayonnaise are just two examples of these.
For game day fans, McDonald’s invited them to join the Macca’s All Star’s team – an immersive photo experience where they could take home a customised, holographic player card and digital GIF to commemorate their match.
Client: McDonald’s Australia
Creative Agency: Akcelo
Media: OMD
PR : Mango PR Communications
Mediaweek’s highly commended ad placements for August are:
Spark Foundry – Prestige Brands Australia
To unveil the latest fragrance by global superstar Billie Eilish, the Spark Foundry team had the idea to illuminate a multi-story mural with a lightshow simulating a storm.
To do this, a hand-painted mural was commissioned from experiential marketing company Habitat Media to showcase the creative campaign. This artwork, located in Sydney’s Inner West suburb of Redfern, was then brought to life with an after-dark light projection emulating a rainstorm together with a product sampling activation.
Credits:
Client: Prestige Brands Australia
Jacqui Vargha – General Manager
Jessica Charlesworth – Business & Marketing Director
Andrea Rennie – Senior Brand Manager
Krissy Wong – Marketing Coordinator
Media: Spark Foundry
Nora Nasser – Client Director
Bec Cooke – Senior Planning and Activations Executive
Rhys Taylor – Client Coordinator
Mural and Light Activation: Habitat Media
Outdoor Partners:
Revolution 360
Editorial & Digital Partners:
Vogue Australia
Wavemaker – Henkel
We developed a strategic platform centred around “Life is better when it’s LIVE(d) to it’s full expression with music as one of the core pillars.
However, we had a distinct challenge about adding audio into the media mix as Schwarzkopf Live Colour was all about the ‘end-result’ and about visually showcasing the Live Colour range to our target audience.
We developed a multi-formatted solution across Spotify by combining the power of audio, video and display formats to ensure the LIVE Colour semi-permanent messaging was unmissable to the audience.
By leveraging contextual targeting with Spotify’s 1st and 3rd Party data, we connect with the LIVE Colour target audience in contextually relevant moments through;
1. Demo & segment targeting to key Gen Z consumers
2. Customised playlists including the creation of four tailored audios to encourage users to be bold, adventurous and empower them to change their hair colour with LIVE Colour based on their listening data; genre, mood or mindset.
3. Sponsorship of a Spotify owned and operated playlist – Viral Hits for additional brand boosting.
The campaign is live across ANZ with creative adapted in New Zealand with a local voiceover.
Credits:
Client – Henkel
Ana Andre – Senior Brand Manager, Schwarzkopf Colour ANZ
Tanya Kohli – Assistant Brand Manager
Media – Wavemaker
Sophie Stubbert – Client Associate Director
Stefany Bohorquez – Performance Associate Manager
Annastasha Gounder – Performance Associate Director
Megan Clapham – Account Director
Matias Flores – Account Manager
Nicole Chan – Performance Coordinator
Nikita Sharma – Digital Manager
Eva del Rio – Performance Director
Media Partner – Spotify
Ashley Maroun – Client Partner
Jordan Sawday – Account Manager
Nicholas Aria – Senior Account Manager
Hannah Milne – Client Partner
Creative Agency
Amelia Chadwick – Account Executive, Made in Katana
Alana Spinelli – Account Director, Connecting Plots
Mikayla Henderson – Account Executive, Connecting Plots
Special PR – Uber Eats petitions to rename the capital CanBEERa
Uber Eats has launched a petition to change the name of our nation’s capital to CanBEERa, in an irreverent new campaign by Special PR. The first campaign by Special Australia’s new offering – Special PR – it drove awareness through a mix of media including roving billboards as well as relics of a bygone era including a town crier (who may just be a dead ringer for Boris Johnson!) to carry the petition to rename the city to Parliament ahead of International Beer Day on August 4.
Generating national media coverage, the campaign showed it passed the pub test – just weeks after Uber Eats launched their offering in Canberra to help local bottleshops power their deliveries in the ACT.
CREDITS
Client: Uber Eats
Head of Marketing ANZ: David Griffiths
Communications Director ANZ: Peta Fitzgerald
Senior Communications Manager ANZ: Nick Vindin
Brand Lead ANZ: Channa Goonasekara
Agency: Special PR
Managing Director – PR, Special Australia: Alex Bryant
Managing Director – Uber, Special Australia: Lauren Portelli
Team Lead: Caity Cowper
Account Director: Ed Nash
Business Manager: Genevieve Bowes
Creatives: Joel Grunstein and Jeff Seeff
Design: Maggie Webster
Studio: Jen Bailey
Head of Production: Nick Lilley
Senior Producer: Danielle Senecky
Senior Producer: Kat Stephens
Town Crier outside Parliament House with the petition to rename Canberra CanBEERa.
Town Crier outside Parliament House with the petition to rename Canberra CanBEERa and Uber Eats General Manager Retail, Lucas Groeneveld and Capital Brewery co-founder Laurence Kain.
OMD – Dulux
Colour has the extraordinary ability to evoke feelings of joy and positivity, and that same feeling can also be sparked by a game of sport. As the market leader in the paint category, Dulux was excited to get behind the Matilda’s with a tailored Out of Home campaign.
To be part of the conversation, the team selected Dulux Green Paw Paw and Dulux Gold Rush to show solidarity and support for the women’s soccer team. It was known that people would be rushing around town to get a good seat to watch the game, so Dulux/OMD/DDB jumped at the opportunity to collaborate with media partners and select premium outdoor sites in high footfall areas, including Flinders St Station and Melbourne Central in Melbourne.
The creative was simple yet effective and aligned perfectly to the Matilda’s team colours. This campaign is a prime example of the impact a brand can make when reacting quickly and effectively to cultural moments. The best part is that OMD, DDB and our media partners managed to turn this around in 48 hours from brief to execution!
