Publicis Mojo Sydney’s ‘Pure Waters’ the fourth most awarded film and Droga5 Sydney’s ‘The Regulars’ equal fifth in the 2010 Gunn Report
UPDATED: Publicis Mojo Sydney’s ‘Pure Waters’ spot for James Boag’s Draught Beer was the fourth most awarded film in the world in 2010 and Droga5 Sydney’s ‘The Regulars’ for VB was the equal fifth most awarded film in the 2010 Gunn Report due to be released this afternoon in the UK. More details on the Australian winners to come as only the top five in each category have been announced so far.
Leo Burnett, Sydney’s WWF ‘Space Monkey’ was placed =27 in the world, as was Colenso BBDO, Auckland’s NZ Book Council ‘Going West’; Clemenger BBDO, Melbourne’s Carlton Draught ‘Slow Mo’ was placed =38 in the world.
BBDO was crowned Network of the Year for the 5th year in a row and 8th time in 12 years, followed by DDB, Ogilvy & Mather, Leo Burnett and TBWA.
VIEW THE TOP FIVE IN EACH CATEGORY: Gunn Report 2010 Tables – Top 5.pdf
AlmapBBDO, Sao Paulo was named Agency of the Year. Three Australian agencies figured in the Top 50: Clemenger BBDO, Melbourne was placed =23; Leo Burnett, Sydney was placed =33; and Mojo (Sydney+Melbourne) came in at =37. DDB New Zealand was placed =28 and Colenso BBDO, Auckland was placed =44.
Agencies from four different countries took top honours in TV, Print, Digital and All Gunns Blazing. Canal+ ‘Closet’ via BETC Euro RSCG, Paris won by a substantial margin in TV and was the first French commercial to top the TV table.
In the All Gunns Blazing table (for integrated campaigns) Clemenger BBDO, Melbourne’s Guide Dogs Australia ‘Support Scent’ came in at =11 in the world, as was Leo Burnett, Sydney’s Canon EOS Camera ‘Photochains’. Colenso BBDO, Auckland’s Yellow Pages ‘Yellow Chocolate’ was placed =21, as was Saatchi & Saatchi, Sydney’s Tooheys New ‘Beer Economy’ and Three Drunk Monkeys, Sydney’s The Cancer Council ‘Sun Sound’ campaign.
Saatchi & Saatchi, Sydney’s Pedestrian Council of Australia ‘Kill a kid, kill a family’ was placed =46 print campaign in the world.
USA and UK were once again number one and two in the Top Countries table. One new country joined the top 25 in 2010 – Turkey – thus bringing the total number of countries to ever appear in this table up to 37.
Advertiser of the year was Volkswagen for the 10th year out of 12. Nike is the only other advertiser to also appear in the table every year.
MJZ topped the Production Companies table and is now the most successful Production Company in the 12 years of The Gunn Report. @radical.media, with offices in Sydney, New York and LA, was the fifth most awarded production company globally. Australian production company Revolver was placed =12 in the world. Thanonchai Sornsriwichai remains the most successful director, topping the Directors table for the sixth time. Australasian directors feature in the top 20: Steve Rogers from Revolver is at =6; Steve Ayson from The Sweet Shop is at =17 together with New York-based Gary Freedman from Revolver.
The Guest Editor for 2010 was Marcello Serpa, Partner and Creative Director of Almap BBDO. He contributed his own personal commentary on The Report and chapters on the most awarded work in the Film, Print, Digital and All Gunns Blazing tables. He is also involved in making the final selections for The Showreel of The Year.
The Gunn Report year has changed and going forward will cover the calendar year January-December. In this transition year the shows from 2010 and the last quarter of 2009 were taken in to account when compiling the results.
The Gunn Report 2010 Tables and Commentaries are viewable online at newly re-launched www.gunnreport.com.
The Gunn Report & Showreel of The Year 2010 will be published in March.
7 Comments
Films? That’s weird, I thought they were ads. Silly me.
Boags = brilliant idea born out of product truth = sales success
VB = crap idea stuck onto product with no connection to brand truth = sales failure
XXXXG Gold – crap execution but still born out of product/customer truth = sales success. My point? Things based in truth, whether brilliantly executed or not, generally work. Things based on nothing but ad wankery, no matter how brilliantly executed generally fail. Boag’s is a test case of what advertising can achieve. VB stands as a monument to everything that’s wrong with advertising. No idea born out of truth, abysmal sales, yet lots of awards. Boags is all about the client. VB is all about the agency.
1.57:
VB = sales failure?
I think you might want to check your facts a little better.
It actually went from 9% decline to under 1% decline.
And with VB, as we all know, it is about managing the decline.
I would also like to point out that it is from a product truth, one that VB is the great ‘leveller’. Walk into any pub and buy a VB and you are just like the next bloke.
Something that not many beers can own.
Still, I prefer the ‘earned’ strategy, but I’m not the people in charge at Fosters now am I.
And on your comment ‘all that is wrong with advertising’ I would suggest it is things like the Gunn Report itself. And also the Campaign Brief Creative Rankings.
A tally of how many awards are actually won at different award shows. It is a cancer on our industry. And it is not in any way a measure of creativity. It is a measure of award entry fees.
Then of course we can talk about degree of difficulty. WWF = piss easy. Boags = pretty hard. VB = bloody hard.
But what would you know? And why would anyone listen to you? Because you yourself are another example of all that is wrong with advertising in Australia.
Try not following the masses in Australia, I’m not sure if you have looked lately but the majority don’t actually know what they are doing.
When you over simplify and speak about what you don’t know 1:57, you write foolish things.
When you say Boags was ‘all about the client’ you’re incorrect. It was about the brand, and staying true to a strategy they hadn’t pursued previously, until the agency recommended they move that way. When you say VB ‘was all about the agency’ you’re also incorrect, as they were working through a minefield of marketing issues for that brand, and quite handcuffed in the middle of the move ahead or stick with your current audience conundrum.
Folks are too quick to stick a knife in.
Congrats to both campaigns, under difficult circumstances.
1:57 here.
11:47 makes some valid points.
However, I respectfully disagree with your comment that VB is now the great ‘leveller’. The ‘earned’ strategy was the real great ‘leveller’ campaign. Those who drank VB ‘belonged’ to a brotherhood whose membership was earned through hard work, not money, or status. It stood for the universal values we all aspire to.
Unfortunately, ‘aspire’ is not a word that comes to mind with the recent VB work. In fact, it’s hard to think of one of the marching groups anyone would aspire to belong to. We might be amused watching them, but we don’t want to join them. This stands in stark contrast with the original VB work where people wanted to associate with the values symbolised by the talent in the commercials.
I also disagree about VB’s degree of difficulty. I accept the need for change -increased competition, discounting, changing demographics, made that inevitable. But, rather than just dump its heritage, the more viable strategy should have been to make its heritage relevant. That VB didn’t is not D5’s fault – the throwing out of the ‘earned’ strategy preceded them. However, I think there are many creatives capable of taking ‘hard earned thirst’ as a strategy and making it relevant, contemporary and aspirational.
I agree entirely with your comments about league tables, Gunn Reports and award numbers. For too many, the focus seems personal fame first, commercial success second.
1:47
Naren is that you?
Manage the decline? The last seven or eight years of VB advertising have played a key role in starting and speeding the decline. You can’t desert your brand values and the best positioning in beer history and still expect to keep the market onside. As soon as they begin to wonder what you stand for, they start to walk.
As for Regulars, it still strikes me as being like lots of different bits from the Bud Light “Real Men of Genius” campaign tied together into one overly long and rather dull commercial.
Boag’s, though, is original and well executed. They did, however, benefit from another of Australia’s most idiotic bit of beer marketing. As soon as Cascade deserted the powerful “pure Tasmanian water” positioning, Boag’s were smart enough to grab it with both hands.
There you have it – VB and Cascade, two brands with positionings you’d kill for, and they both dumped them. That’s where the problem lies with Australian advertising – morons making strategy decisions.