6 Australian entries and one New Zealand entry have made the cut at theshortlist stage of the London International awards in the Non-Traditional and NEW categories, which werejudged in Las Vegas earlier this month.

Non-Traditional – Shortlist –

Beverages – Non-Alcoholic

Entrant: Colenso BBDO, Auckland

V Pocket Rocket

“Rocket Man”

Credits

Corporate Name of Client: Frucor Beverages

Client Account Director: Iaan Buchanan

Agency Account Directors: Angela Watson/ Jo Wealleans

Agency: Colenso BBDO, Auckland

Executive Creative Director: Nick Worthington

Copywriters: Nick Worthington/Karl Fleet

Art Director: Emmanuel Bougneres

Agency Producer: Jen Storey

Basic description of the project:

Tolaunch V’s new energy shot, Pocket Rocket, we used a hydrogen powered,800 horsepower rocket pack to cone Auckland’s Sky Tower.The audacious nature of the coning stunt saw it explode on numerousblog sites, online media and it was picked up by national television intheir six o’clock news bulletins. It became the highest rated TVcampaign for ‘engagement’ and ‘talk ability’ in the history of NewZealand advertising as measured by Colmar Brunton.It helped lift total ‘V’ sales by 15% and become the first beverage tooutsell coke in service stations and convenience stores.

Non-Traditional – Shortlist –

Public Service/Social Welfare

Entrant: Clemenger BBDO Melbourne, Melbourne

Guide Dogs Australia

“Support Scent”

Credits

Corporate Name of Client: Guide Dogs Victoria

Client Account Directors: Theresa Hoogland/Graeme White

Agency Account Directors: Ricci Meldrum/Nici Henningsen

Agency: Clemenger BBDO Melbourne, Melbourne

Chief Creative Officer: James McGrath

Executive Creative Director: Ant Keogh

Creative Director: Damian Royce

Copywriter: Julian Schreiber

Art Director: Tom Martin

Graphic Designers: Beci Orpin/Tom Martin

Photographer: David Rosendale

Illustrator: Beci Orpin

Non-Traditional – Shortlist –

Public Service/Social Welfare

Entrant: Three Drunk Monkeys, Sydney

The Cancer Council of Australia

“Sun Sound”

Credits

Corporate Name of Client: The Cancer Council

Agency: Three Drunk Monkeys, Sydney

Executive Creative Directors: Justin Drape/Scott Nowell

Creative Directors: Noah Regan/Justin Drape

Copywriter: Nick Morrissey

Art Director: Scott Dettrick

Composer: Ben Lee

Basic description of the project:

TheSun Sound is a sound that reminds people to protect themselves from thesun in the same way a shark alarm warms people of sharks. The sound wascomposed by singer/songwriter Ben Lee and can be played on existing PAsystems.The sound launched on Australian beaches and has since spread to otheroutdoor areas such as schools, parks and sporting events.

Strategic Planner: Mike Hyde

Basic description of the project:

GuideDogs Australia’s sole purpose is ending the isolation that can resultfrom being blind. So when creating support for their cause, we thoughtit absolutely vital not to exclude the blind. Therefore anythingrequiring sight, such as ribbons was considered unacceptable. Thus wecreated something that appeals to another sense entirely – smell. Aunisex fragrance called Support Scent, that actually allows the blindto recognize support around them. Priced at $5, all proceeds of thescent, go to the charity. Now a whole new support base for the blindhas emerged, with a 33% lift in fund-raising upon launch.

Non-Traditional –

Shortlist – Retail

Entrant: DDB Sydney, Sydney

McDonald’s

“Playland”

Credits

Corporate Name of Client: McDonald’s

Client Account Director: Helen Farquhar

Agency Account Directors: Kenny Hill/Sarah Trickey/Georgina Gooley

Agency: DDB Sydney, Sydney

Executive Creative Director: Matt Eastwood

Creative Director: Adam Rose

Copywriters: Adam Rose/John Downing/Matthew Knapp

Art Directors: Adam Rose/Matthew Knapp/John Downing

Agency TV Producer: Brenden Johnson

Set Designer: Karen Murphy

Production Company: Revolver

Set Construction: Greg Hajdu (Greg Sets Pty Ltd)

Basic description of the project:

McDonald’swanted to communicate to adults who rarely paid them a visit. For them,McDonald’s held few emotional ties, and only offered convenience. Thesepeople had grown apart from McDonald’s. We needed to re-engage them.The insight was that most adults, regardless of whether they still goto McDonald’s, have fond memories of it from their youth.So, we decided to build an adult-sized Playland to make them feel likekids again.

The NEW Category –

Shortlist

Entrant: Clemenger BBDO Melbourne, Melbourne

Guide Dogs Australia – “Support Scent”

Credits

Media Type: Television, Print, Outdoor, Websites, Blogs, Ambient, Editorial, Radio

Corporate Name of Client: Guide Dogs Australia

Client Account Directors: Theresa Hoogland/Graeme White

Agency Account Directors: Ricci Meldrum/Nici Henningsen

Agency: Clemenger BBDO Melbourne, Melbourne

Chief Creative Officer: James McGrath

Executive Creative Director: Ant Keogh

Creative Director: Damian Royce

Copywriter: Julian Schreiber

Art Director: Tom Martin

Photographer: David Rosendale

Illustrator: Beci Orpin

Graphic Designers: Beci Orpin/Tom Martin

Agency Producer: Sevda Cemo

Production Company: Exit Films, Melbourne

Directors: Amy Gerbhardt/Micca Delaney

Producers: Jane Liscombe/Allison Lockwood

Sound Design Company: Flagstaff Studios, Melbourne/Level Two Music, Melbourne

Scored By: The Bon Scotts

Designer: Beci Orpin

Interactive Designers: Sam Hodgson/Nicola Mclaughlin/

         Tom Martin/Julian Schreiber

Programmer: Monkii

Strategic Planner: Mike Hyde

Basic description of the project:

GuideDogs Australia’s sole purpose is ending the isolation that can resultfrom being blind. So when creating support for their cause, we thoughtit absolutely vital not to exclude the blind. Therefore anythingrequiring sight, such as ribbons was considered unacceptable. Thus wecreated something that appeals to another sense entirely-smell. Aunisex fragrance called Support Scent, that actually allows the blindto recognize support around them. Priced at $5, all proceeds of thescent, go to the charity. Now a whole new support base for the blindhas emerged, with a 33% lift in fundraising upon launch.

The NEW Category –

Shortlist

Entrant: George Patterson Y&R, Melbourne

Cadbury Picnic

Credits

Media Type: Television, Outdoor, Websites, Blogs, Email, Networked Communities, Direct

Corporate Name of Client: Cadbury Australia

Agency Account Directors: Alice Mason/Michael Napolitano

Agency: George Patterson Y&R, Melbourne

Executive Creative Director: Ben Coulson

Creative Directors: Jim Ingram/Ben Couzens

Copywriter: Jim Ingram

Art Director: Ben Couzens

Executive Agency Producer: Romanca Jasinski

Interactive Designer: Stephen Joss

Programmers: Beau Rushton/Jadon Baker

Planning: Kate Smither/Luc Weisman

Basic description of the project:

APicnic chocolate bar is chewy, nutty and difficult to eat. Wechallenged our audience to eat a Picnic in the space of an ad break (30secs). They filmed themselves using mobile phones, webcams andhandycams and then created their own TV ads using our website. Wepre-recorded over 50 different scripts and 1,500 names so each ad couldbe personalized. In an Australian first, every single ad that went toair on television (200+) was unique, and created using our website.Check it out yourself at http://www.itsnopicnic.tv

The NEW Category –

Shortlist

Entrant: Three Drunk Monkeys, Sydney

The Sun Sound

Credits

Media Type: Outdoor, Ambient

Corporate Name of Client: The Cancer Council

Agency: Three Drunk Monkeys, Sydney

Executive Creative Directors: Justin Drape/Scott Nowell

Creative Director: Noah Regan

Copywriter: Nick Morrissey

Art Director: Scott Dettrick

Agency Producer: Thea Carone

Composer: Ben Lee

Basic description of the project:

TheSun Sound is a sound that reminds people to protect themselves from thesun in the same way a shark alarm warms people of sharks. The sound wascomposed by singer/songwriter Ben Lee and can be played on existing PAsystems.The sound launched on Australian beaches and has since spread to otheroutdoor areas such as schools, parks and sporting events.