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Branded content and entertainment shortlist revealed

The shortlist for the 2013 APAC Branded Content and Entertainment Awards has been announced.

BE Awards with strap line

MediaCom’s Freedom Riders campaign for Shell, Coke Small World Machines by Leo Burnett, Time to Play! for Watsons Music Festival by OMD Malaysia and BeBeautiful by PHD India are among the finalists from Asia.

Winners will be announced at the Festival of Branded Content and Entertainment on October 3. The shortlist: Best transmedia

  • Morgan’s Organic by Loud&Clear Creative
  • Intel Giving Offspring Fans Inside Access by OMD Fuse Sydney with Intel, Channel TEN, The Project Factory and Spectrum
  • Roadtrip Forever for Victoria Transport Accident Commission by Southern Cross Austereo

Best integration or brand storytelling (fiction)

  • Vodafone Foundation World of Difference Launch 2013 by 3rdspace
  • Mamamia Behind the Screens with Post-its by Mamamia
  • Shell Freedom Riders Asia by MediaCom and Fox Sports
  • Rhonda and Ketut ‘Daydream’. An advertising love story by Ogilvy Melbourne
  • Roadtrip Forever for Victoria Transport Accident Commission by Southern Cross Austereo
  • Boost – Stay Living by The Monkeys in partnership with Boost

Best use of a small budget

  • Perisher by Cassie De Colling of Natureel
  • One for the girls; Mamamia & Moxie by Mamamia
  • The Pepsi Next Taste Challenge with the Nelson Twins by Starchild Media with Kia #smartsolutions and We Are Social

Best brand-commissioned project

  • Can Stories – Short Films on Great Australians by Commonwealth Bank of Australia and Imagination Spring
  • MLA ‘Lambnesia Epedemic’ Australia Day 2013 by Generate – Network Ten and Nova with MLA, UM, BMF, Hausmann and Facebook
  • Mini Paceman Art Series by Ignite Media Brands with Vizeum, Mini Australia and Studio Channel
  • Shell Freedom Riders Asia by MediaCom with Fox Sports
  • Jacob’s Creek Reserved for Friends by OMD Fuse Sydney and Jacob’s Creek Channel 7, Yahoo7!, Red Engine, Projekta, PIM Group and OpenHaus
  • Qantas / The Mane Event by The Hallway with Qantas /Bing
  • Boost – Stay Living by The Monkeys in partnership with Boost

Best use of gaming

  • Run That Town for Australian Bureau of Statistics by Leo Burnett Sydney
  • Dumb Ways to Die for Metro Trains by McCann Melbourne
  • Man of Steel for WarnerBros by The Creative Shop

Best branded content campaign

  • MLA ‘Lambnesia Epedemic’ Australia Day 2013 by Generate – Network Ten and Nova with MLA, UM, BMF, Haussmann and Facebook
  • Mini Paceman Art Series by Ignite Media Brands and Vizeum, Mini Australia, Studio Channel
  • Dumb Ways to Die for Metro Trains by McCann Melbourne
  • Jacob’s Creek Reserved for Friends by OMD Fuse Sydney with Jacob’s Creek, Channel 7, Yahoo7!, Red Engine, Projekta, PIM Group and OpenHaus
  • BeBeautiful by PHD India
  • Boost – Stay Living by The Monkeys in partnership with Boost

Best integration or brand storytelling (non-fiction)

  • CPA Australia / The Bottom Line by CPA Australia Evolution Media Group
  • National Geographic – Toyota Megafactories by Ignite Media Brands, with National Geographic Channel, TMS, and Toyota Australia
  • Tea with Mamamia & Dilmah by Mamamia
  • Jacob’s Creek Reserved for Friends by OMD Fuse Sydney, with Jacob’s Creek, Channel 7, Yahoo7!, Red Engine, Projekta, PIM Group and OpenHau
  • Tasmania: The Savage River Story by Southern Cross Television
  • Qantas – The Mane Event by The Hallway

Best use of experiential

  • AAMI April Fools Day-‘Turning Unlucky into Lucky’ by 3rdspace
  • ASUS Australia – ASUS 360 Experience by Chieftain Communications
  • HondaTrope by DT and Honda Australia
  • Telstra – “It’s My Call” by George P. Johnson Australia with Telstra Corporation Limited
  • Coca-Cola Small World Machines by Leo Burnett Sydney
  • Daft Punk Album Launch Wee Waa by Sony Music with Smirnoff, Sony Mobile and Toohey’s Extra Dry
  • Swisse Ellen DeGeneres Brand Campaign 2013 by Swisse Wellness

Best use of interactive

  • The Naked CEO by CPA Australia
  • Telstra – “It’s My Call” by George P. Johnson Australia and Telstra Corporation Limited
  • Run That Town for Australian Bureau of Statistics by Leo Burnett Sydney
  • Roadtrip Forever for Victoria Transport Accident Commission by Southern Cross Austereo
  • Olay Memories by The Creative Shop
  • The Whitsundays: a movie that’s waiting to be written by The Hallway

Best use of music

  • Sing-a-long in the Ford Kuga by JWT and MediaWorks TV
  • Dumb Ways to Die for Metro Trains by McCann Melbourne
  • McDonald’s Gettin’ Serious by OMD Fuse Sydney with Channel 7, Yahoo7!, Projekta and Fremantle Australia
  • Watsons Music Festival – Time to Play! by OMD Malaysia Sdn Bhd
  • Roadtrip Forever for Victoria Transport Accident Commission by Southern Cross Austereo
  • Live at the House by ZenithOptimedia

Best use of native advertising

  • The Naked CEO by CPA Australia
  • HCF by Junkee and Sound Alliance
  • Mamamia & Britax by Mamamia
  • Samsung Vision magazine by The Gadget Group
  • Monster High Create-A-Monster Campaign by Virtue Media with Carat and deviantART
  • WhaTech Newsmaker sponsored technology channel for Charles Sturt University IT Masters by WhaTech

Sponsorship / product integration (into an existing property)

  • Ford Kuga and The X Factor New Zealand by MediaWorks TV and JWT New Zealand
  • McDonald’s Gettin’ Serious by OMD Fuse Sydney with Channel 7, Yahoo7!, Projekta and Fremantle Australia
  • Samsung Stadium by Razorfish, Samsung and Octagon
  • David Jones ARIA Awards Red Carpet by The Sound Campaign and ARIA with Michael Long Productions and David Jones
  • ARB FJ Cruiser Build Up by TPD Media

The jury

  • Andrew Canter, CEO, British Content Marketing Association
  • Andrew Delaney, director, content development, Creative Getty Images
  • Anthony Freedman, group CEO, Host and One Green Bean
  • Brent Annells, head of telco, technology and entertainment, Facebook
  • Cameron Jurd, producer, Oxygen360
  • Cameron Wall, head of Mobile APAC at DigitasLBi
  • Christie Poulos, founder, Jumpshot
  • Christopher Harrison, head of invention, Asia Pacific, Mindshare
  • Clive Burcham, founder, TCO
  • Dan Ilic, executive producer, Downwind Media
  • David Elsworth, Wonder
  • Emily Bull, founder, HelloFutureTV
  • Greg Logan, CEO, Hatch
  • Jason Jenkins, director, HSquared TV
  • John Ford, CEO, One Centre
  • Julian Peterson, sales and marketing director, APAC Dianomi
  • Julie Duff, creative director, Plum Duff
  • Kate Richardson, national strategy and business director, Red Engine
  • Mark Pollard VP brand strategy, Big Spaceship, NYC, US
  • Michael Hilliard, executive producer, Finch
  • Mike Wilson, former chairman, Naked Communication
  • Steve Cochran, ECD, Colenso BBDO
  • Patricia Weiss, chief strategy officer, Wanted Agency and Asas da Imaginação, Brazil
  • Paul Swann, creative partner The Works
  • Rob Campbell, regional head of strategy, Wieden+Kennedy, Shanghai
  • Stephen Hank, creative director, Contently
  • Tim Flattery, head of business development and diversified services, MEC
  • Tony Chow, international media consultant
  • Fergus Stoddart MD, Edge
  • Jeremy Paul, Fuse
  • Joel Pearson, innovation director, PHD

The shortlist was selected by a jury of over 30 experts from around the world. The work is judged over two stages with the second round of judging taking place at Mumbrella House tomorrow.

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