CHE Proximity Takes out Idea of the Year for Carsales.com.au at MADC Stars Creative Showcase

The reformatted and reimagined award show saw Melbourne's best examples of local creativity in 2018 celebrated by a 400 strong crowd.

Idea of the Year was awarded to 'AutoAds', for carsales.com.au, by CHE Proximity with Guilty.

Says Matt Eastwood, Chairman of Judges, "MADC Stars is all about celebrating the best work. And we felt that there were two pieces in the Charity/PSA category that were both brilliant, but for different reasons. After much discussion, we decided that if we were to be true to the mission of celebrating the best work, then we should award both."

These winners are:

Judges said: "The Marriage Equality work is a brilliant reminder that a well-placed television spot can genuinely influence and impact culture. We loved the authenticity and sincerity of this work and have no doubt that it played a role in influencing the 'yes' vote. The film itself is wonderful, but the media placement took it to another level."

'Invisible Friends' for Missing Persons Advocacy Network, by whiteGREY.

Says the Jury: "Sometimes an idea comes along that is so brilliant, and almost obvious at the same time, that you can't believe it isn't already out there in the world. This is one of those ideas that genuinely feels like it will make the world a better place. We hoped that when Facebook discover this idea that they would consider implementing it across their platform on a global scale. It's a game changer."

The full showcase of winners can be viewed at madcshowcase.com, where winners can also order trophies.

Contrary to traditional shows, the new MADC Stars Creative showcase dispensed of gold, silver and bronze in favour of a curated collection of Melbourne's best work. Other notable points of difference include the inclusion of feedback from judges, to convey why the pieces were awarded.

At $50 a ticket, the show was made accessible to all and the response was overwhelming.

Says Adrian Bosich, MADC president: "The decision to bring back the MADC Award Show wasn't a simple one, coordinating it in 9 weeks even less so - to see it sell out and create a waiting list for tickets is proof to us that it was the right choice. We're an industry of intensely hard workers, and it's important to pause, reflect and celebrate what we've collectively achieved, even if it is just once a year."

Eastwood found the standard of work across the board to be nothing short of impressive: "Community is so important. At a time when our industry is facing unprecedented obstacles, I have been so thrilled to be part of the team that is helping to revive the unique community that is the MADC. When we work and strive together we are stronger. What's more, some of the best work in Australia, and indeed the world, comes from Melbourne, so it's important to recognize and celebrate that with the MADC Stars."

The success of the event was made possible by the generous support of //Thirteen & Co., Bang Bang Studios and Mr Fox, with motion graphics supplied by Jumbla.

Jumbla was also among the winners last night. The studio's winning piece 'Lucy's Story' depicted the experience of Lucy - a young person living with mental illness - using a melange of animation styles backed by a custom soundscape for client Headspace. The opportunity to visually portray what was happening inside Lucy's head, as she told her story, provided many creative opportunities. Jumbla's honours were awarded in the Film (Charity / PSA) category.

Jumbla executive creative director Callan Woolcock said the piece combined myriad creative approaches to capture the mood sought by Headspace: "We were able to explore a lot of different techniques - 3D, 2D, and frame-by-frame animation. It was such an interesting project to tackle.

"The soundscape really brought the video to life and Sean (composer and engineer) was great at capturing the atmosphere and mood I wanted to get out of this piece."

AJF Partnership and Sweetshop won two film awards for their 'Hipsters' and 'Callum Murray' films for Dare iced coffee.
 
In recognising the films the jury described 'Hipsters' as a "Brilliant use of humour to create a memorable film from a universal insight, perfect for the brand." They added that 'Callum Murray' was "A fun way to express the brand. Great scripting, with a laugh out loud execution."
 
Says Josh Stephens, partner and executive creative director at AJF Partnership: "It was great to have the MADC back supporting our local industry and it was great to see such a high standard of work. We're very proud to have AJF pick up two of only three film awards given the quality of film creative that comes out of Melbourne."