UPDATED: Blood, Sweat & Cheers at MADC Creative Showcase with The Solo Project, The Endangered Generation + I’m Neale Daniher Winning Big

UPDATED TO INCLUDE FULL RESULTS + MORE PICS: Wearable earring trophies with on-site piercings for award winners was just the tip of the excitement at The MADC Creative Showcase in Melbourne tonight, where over 500 creatives have gathered at The Forum to celebrate the best and brightest of a sparkling 12 months for the local creative industry.

Says Matt Lawson, co-president, MADC: “We were blown away by the calibre of creative work that emerged from Melbourne in the last 12 months, it was great work from good times. And that’s what we also made an effort to celebrate, how fun this incredible industry really is. We sincerely hope everyone had a great night because they’re the ones who make this job so wonderful.”

Best In Show, Non Charity – ‘The Solo Project’ for Asahi Premium Beverages, TBWA/Eleven Melbourne

Jury comments: “An idea bigger than the category. Congratulations to a beer brand for being brave. An enormously difficult execution, which becomes part of the target audience’s culture.”

Best In Show, Non Charity – ‘The Endangered Generation’ for Monash University, VMLY&R

Jury comments: “This idea transcends advertising. It starts as a creative campaign and becomes something else, which is far more important.”

Best In Show, Charity – ‘I’m Neale Daniher’ for Fight NMD, Clemenger BBDO Australia

Jury comments: “The simplicity of using an existing piece of social media to give him back his voice is so clever. A superb use of what is an existing feature that we have never seen used like this before.”

Emerging Creative of the Year – Kale McRedmond, TBWA Melbourne

Jury comments: “A great collection of idea-based work which made it into the showcase, combined with an interesting emerging direction reel, made Kale this year’s winner.”

MADC Champion – Esther Clerehan

For the first time, the inaugural MADC Champion Award was awarded to industry legend Esther Clerehan for being a champion of, and for, creativity.

Says Simon Thomas, co-president, MADC: “Esther is a true champion of creativity in every sense of the word – it’s hard to imagine who’s had a bigger impact on the careers of so many. Esther’s exemplary leadership, care for her peers and wicked smarts make her the only choice for our inaugural MADC Champion Award.”

To view the full winners list and read all the judges commentary you can head to madcshowcase.com. For any winners who managed to escape the piercing shenanigans on the night, don’t forget you are still able to purchase your own MADC Showcase Award Earrings, simply head to the website and look under ‘Order Awards’.

The MADC would like to pay thanks to its amazing event sponsors who not only made the Showcase possible, but made it great – Peach, Alt.vfx, Bang Bang Studios, Fin Design+Effects, Guilty, Level Two Music and Photoplay Photography.

Showcase animation by SOMA Studios, video production by FINCH, sound design by Bang Bang Studios, photography by Linda Oliveri Photography and live music by Level Two Music. MADC Earring trophies by Heavy Metal Jewellery, Showcase website update by Matthew Chen and Videography by Rob Nairn.

Industry supporters: Airbag, AJF, Akkomplice, ARC Edit, Bang Bang Studios, Bullfrog, Campaign Brief, CHEP Network, Clemenger BBDO, Collider, Communicado, DDB, Deloitte Digital, Dentsu, The Editors, Fenton Stephens, Fin Design+Effects, Final Sound, FINCH, Front of House, Good Oil, Guilty, Hardhat, Hell Studios, Howatson+Company, Jay Hynes Photography, Level Two Music, M&C Saatchi, MOFA, Mr Fox, Ogilvy, Pancho, Peach, The Producers, Production Alley, Puffin Post, Revolver, Royals, Saatchi & Saatchi, SDWM, Sherpa, SOMA Studios, Special Group, Scooter, Squeak E. Clean Studios, Sweetshop, TBWA, The Monkeys Part of Accenture Song, Thinkerbell, ThinkHQ, Truce Films, VMLY&R, WhiteGREY, Willow & Blake