Melbourne's creative advertising community was brought together tonight for the return of the MADC Stars Creative Showcase.
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.
Idea of Year (Charity/PSA) was a tie between two winners.
Judges noted: "This campaign was unanimously chosen as Idea of the
Year. The jury really wanted to celebrate this piece of work for the way
it reinvented and reinvigorated one of the oldest mediums in
advertising, the 30 second television spot. One of the jurors even
commented, 'I have a car I love, but this makes we want to sell it.' We
loved the demonstration that creativity, when used correctly, can have a
huge impact on commerce.
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."
'For Every Bachelor and Bachelorette' for Australian Equality Campaign, by Leo Burnett Melbourne with AIRBAG.
These winners are:
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."
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
, where winners can also order trophies.
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
At $50 a ticket, the show was made accessible to all and the response was overwhelming.
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."
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.
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.
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."
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."
A big thank you as well to the MADC supporter agencies who helped reignite the club: AJF Partnership, BWM, By All Means, CHE
Proximity, Cummins&Partners, Deloitte, DPR&Co, Fenton Stephens,
J. Walter Thompson, Leo Burnett, M&C Saatchi, McCann, Monkeys,
Ogilvy, Royals, Saatchi & Saatchi, Taboo and TBWA.
Keep up to date with MADC news here