CumminsNitro Brisbane wins Direct Lions Grand Prix for Tourism Qld ‘Best Job in the World’

CumminsNitro Brisbane winning the Grand Prix in direct for Tourism Queensland’s ‘Best Jobin the world’ topped off a stellar performance for Australia in the 2009 DirectLions. It scored eight of the 50 Lions awarded in the category with three Gold Lions,two Silver Lions and three Bronze Lions.

New Zealand won three Direct Lions – one Silver for AIMProximity/Colenso BBDO Auckland Yellow Pages ‘Yellow Treehouse’, a promotionalcampaign based around a woman building a restaurant in a treehouse usingcontacts found in the Yellow Pages, and two Bronze Lions. The Bronze went to DDBAuckland for Pascall’s ‘When will the fruit burst’ and Rapp Auckland for ANZBank’s ‘GettinguThru’.

The result tops last year’s five Direct Lions for Australiaand two for New Zealand. Australia submitted 72 entries in direct and NewZealand 37.

This is the third time Australia has won the Grand Prix inDirect – in 2003 Young & Rubicam Sydney won for ‘1900-9 Jim Beam’ and in2004 Host Sydney won for Virgin Mobile’s ‘Warren’.

Two of Australia’s Gold Lions were awarded for ‘Best Job in theWorld’ in the categories of traffic building and travel, entertainment andleisure. BMF Sydney’s ‘TED696 Project’ for Tooheys Extra Dry nabbed Gold(product launch), Silver (ambient media) and Bronze (best integrated campaignled by DM). Bronze also went to M&C Saatchi/Mark Sydney for Sydney Dogs andCats Home ‘Throw us a bone’ and to Clemenger BBDO Melbourne’s ‘Magic Salad Plate’ for Four ‘nTwenty Pies.

Jury President, David Sable, vice chairman and COO forWunderman USA, said ‘Best Job in the World’ began with the simplest, most basicDM placement of all – a want ad with a clear offer and a very clear mechanismfor response.

“This thing snowballed from that little placement and justcreated a phenomena around the world,” said Sable. “I know few people in fewmarkets who haven’t talked about it, who having seen it, haven’t thought thatthis is one of the greatest, precious, most fun, smiley, interesting, campaignsthey’ve ever seen. I understand from talking to some friends in Australia whoare close to the tourism industry that it has just done amazing things.”

Other work considered for the Grand Prix included BMF’s’TED696 Project’; Droga5 New York’s ‘The Great Schelp’ for the Jewish Councilfor Education (discounted because it was non-profit); Happiness Brussels’OVK/Parents of Child Road Victims ‘Let it Ring’; and Shackleton Madrid’s Conectfor the ‘Village where Nothing Ever Happens’.

Australian native, Peter Bidenko, ECD for Impact Proximity,who represented the United Arab Emirates on the jury, said there was a senseamong the candidates that it was Australia’s year because of the very powerfulcandidate of ‘Best Job in the World’, and campaigns like TED696 Project’.However, Belgium and Spain also did well.

Many of the jury members recalled seeing ‘Best Job’ on theday it was released.

Bidenko said: “It was a dynamite of a campaign that justspread right around the world and one of the great things about it was that wastheir strategy, it fulfilled exactly what they wanted to do.”

New Zealand juror Wayne Pick, ECD, RAPP New Zealand, addedthere were a lot of questions about Australia, New Zealand and Belgium abouthow the work was done and how they managed to get such great work through. Hesaid with ‘Best Job in the World’ the idea really shone through and thechannels were almost invisible.

Sable said the jury abided by six principles. These includedresults with the jury knowing that something happened as a result of peoplehaving seen the work; it had to be real with the jury claiming little or nopatience for work that represented someone trying to win an award; it needed tomove the jury; it had to be fresh; if you couldn’t describe the idea tosomebody in another group it was clear that it wouldn’t win an award; it neededto reflect a deeper consumer understanding; and it needed local insight.

AUSTRALIA

Grand Prix

CumminsNitro Brisbane

Tourism Queensland           

‘Best Job in the World’ (Best Integrated Campaign Led by DirectMarketing)

Gold Lion

BMF Sydney           

Tooheys Extra Dry           

‘TED696 Project’ (Product Launch)

Cummins Nitro Brisbane           

Tourism Qld           

‘Best Job in the World’ (Traffic Building)

Cummins Nitro Brisbane           

Tourism Qld           

‘Best Job in the World’ (Travel, entertainment and Leisure)

Silver Lion

BMF Sydney           

Tooheys Extra Dry           

‘TED696 Project’ (Ambient Media)

Bronze Lion

M&C Saatchi/Mark Sydney

Sydney Dogs and Cats Home

‘Throw us a bone’

Clemenger BBDO Melbourne           

Four ‘n Twenty Pies        &nb
sp;  

‘Magic Salad Plate’

BMF Sydney           

Tooheys Extra Dry           

‘TED696 Project’ (Best Integrated Campaign Led by DM)

NEW ZEALAND

Silver Lion

AIM Proximity/Colenso BBDO Auckland           

Yellow Pages           

‘Yellow Treehouse’

Bronze Lion

DDB Auckland           

Pascall           

‘When will the fruit burst’ (Direct Response, Print orOutdoor)

Rapp Auckland           

ANZ Bank           

‘GettinguThru’