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
Gooooo Esther! Well deserved!
Omg what a show – complete with pyrotechnics and live ear piercing!
Backflip guy was the real winner.
Unless Matty ‘Boy’ Lawson enters the stage riding a Suzuki in an all-in-one Elvis-style jumpsuit to a choir singing Pump Up the Jam with pyrotechnics going off, and Simo on the big screen reading a bedtime story to a puppy. It just won’t compare.
Great show MADC, well done.
Can you MC our wedding?
That is all.
Thats how you do an awards show!!!!
Jim Rose would be proud.
Award earrings with piercings is elite.
go you good thing!
“Every child dreams of becoming a recruiter when they grow up.”
Congratulations to all the winners and to MADC Committee for making it the night of the year, again.
Sydney imposters , luridly circling the reef looking for a bite. Be aware Melbourne …. Be very aware
Nah, they’re all googling jobs in Melbourne
Good on you Esther,well deserved.
Once in a while I’m reminded that the future is bright. And also triple thumbs up to the addition of the Photography award. About time. This has been missing for far too long. Well done MADC – another great night that exemplifies the community feeling that Melbourne embodies . So very very different to Sydney. It just would not be the same in Sydney.
Well Deserved Esther!!!! Too easy!!!
Good to see ‘Endangered Generation’ score in Melbourne even though it was snubbed internationally by D&AD this week.
I dont really get that endangered thing. Why are Monash saving babies? The medical dept? You mean once they go to Uni in 20 years? Is there a bit missing from video above that explains whats going on.
V well deserved
I don’t really get the bizarre Veronica’s masturbation campaign. How on earth did that pick up Best in Show? Quite literally one of my most hated ‘ads’ in recent memory.
Must be lonely to be you.
Are we going to keep calling it the MADC? I thought the idea was to showcase the best work coming out of Victoria for the year. Seemed a long way down the list of priorities.
Great to see the solo project finally win.