Clemenger BBDO, Sydney wins Grand Effie for RTA ‘No One thinks big of you’ campaign
The top prize at the inauguralAustralian EFFIE Awards last night was awarded to a campaign produced byClemenger BBDO Sydney on behalf of the NSW Roads and Traffic Authority(RTA).
The judges said The Grand EFFIEwinner was a truly outstanding campaign that drove a real sea change insocial attitudes to speeding. Clemenger BBDO Sydney used an insightfulstrategy to develop the campaign. The judges said the Speeding. No One Thinks Big of You campaign saved lives and benefited the state by $264m.
The EFFIE Awards, recognising effectiveness in marketing communications, are jointly staged by the AFA and the AANA, in association with major sponsor, Millward Brown. The winners were announced at a gala dinner attended by more than four hundred guests in Sydney this evening.
“The tremendous support for this, the first-ever EFFIE Awards, has demonstrated the strong focus agencies have on achieving results for their clients and their ability to deliver those results,” said AFA Effectiveness Committee Chairman, Matthew Melhuish.
In all, 16 gold awards were made across the 16 categories. The Tourism Queensland (CumminsNitro Brisbane) “Best Job in the World” campaign won three gold EFFIEs, with the World Wildlife Fund (WWF) “Earth Hour” campaign taking out two gold awards, as did the Clemenger BBDO Melbourne campaign for “Four’N Twenty” pies and the Campaign Palace’s Berlei campaign.
” The first-ever Australian EFFIE awards have delivered extremely high quality results with all judges impressed by the standard of the 131 entries and 81 finalists,” said Chairman of Judges, Colin Wilson-Brown.
“The winning entries truly reflect the changing communications world with strong innovation demonstrated in the digital and viral campaigns. The quality of the work shows that our industry is indeed in good heart,” he said.
In all, Clemenger BBDO won eleven trophies giving the group official recognition as Australia’s most effective agency network. As well as the Grand Effie, Clemenger took home six gold, one silver and two bronze awards for work on some of Australia’s best-known campaigns.
Clemenger Group executive chairman Robert Morgan (left) is ecstatic at the results and says the Effies are some of the most important awards in the advertising industry: “Nearly all of the winning campaigns have also won creative awards. But last night proved that at Clemenger BBDO, creativity and effectiveness are not mutually exclusive,” he said.
The full list of gold EFFIE winners:
Retail/Etail
• Three Drunk Monkeys (Foxtel) “Foxtel’s Good News Sale”
Food Confectionary and Snacks
• Clemenger BBDO Melbourne (Patties Foods) “Four’N Twenty Magic Salad Plate”
Beverages
• Clemenger BBDO Melbourne (Carlton and United Breweries) “Pure Blonde’s Brewtopia”
Other Consumer Goods
• The Campaign Palace (Berlei, Pacific Brands) “The Berlei Uplifting Tour of Australia”
Healthcare
• Sudler and Hennessey, Sydney (Pfizer Australia) “Spotlight on Cholesterol”
Travel, Leisure and Media
• CumminsNitro Brisbane (Tourism Queensland) “The Best Job in the World”
Government, Corporate and Social Services
• Clemenger BBDO Sydney (NSW RTA) “Speeding. No One Thinks Big of You”
• CumminsNitro Brisbane (Tourism Queensland) “The Best Job in the World”
• Leo Burnett (WWF) “Earth Hour”
Most Original Thinking
• CumminsNitro Brisbane (Tourism Queensland) “The Best Job in the World”
• Clemenger BBDO Melbourne (Patties Foods) “Four’N Twenty Magic Salad Plate”
• Clemenger BBDO Sydney (NSW RTA) “Speeding. No One Thinks Big of You”
• Leo Burnett (WWF) “Earth Hour”
• The Campaign Palace (Berlei, Pacific Brands) “The Berlei Uplifting Tour of Australia”
Small Budget
• JWT Sydney/RMG Connect Sydney (Nestle Kit Kat Chunky) “Kit Kat Chunky Cookies and Cream: Kit Kat Chunga
Best State Campaign
• Clemenger BBDO Sydney (NSW RTA) “Speeding. No One Thinks Big of You”
17 Comments
Congrats Pearcy/Baz/Pic.
That’s a campaign this industry can be truly proud of.
Great stuff.
(And Ryano, you little bugger, well done too)
Good on you to the non-wankers Pic, Baz and Pearcey who had the inspiration in the first place (right there, if you look closely, between his legs).
Congratulations to all of the winners and especially Clemenger.
An excellent campaign for a whole host of reasons.
Very jealous.
What did the state do with that $264M?!!!
Too true – great people, an awesome campaign/idea and very much non-wankers.
Except for Ryno. Massive wanker (just kidding mate!)
Well deserved Clems.
Well done Baz, Pic, Pearcy and Den.
How did it benefit the state by $254 million if it was effective and reduced speeding fines?
I SMELL FISH.
this is a great campaign. genius idea and really effective. well done guys.
That fishy smell is your brain rotting
I hope that is just spite and not stupidity that led to Anon 4.00pm Friday comment.
If it is because you are stupid, the reduction in fines relates to the reduction in offenders being caught and in turn less money having to be spent on the clean up and ongoing repair, medical etc costs resulting from car accidents.
If its spite fueled, then please ignore the campaign and drive as fast as you want.
Well done to all.
Did this campaign actually work?
I know the Effies are for effectiveness, but I’d be interested in how this ad met the criteria.
I’m not from NSW, so I’ve only seen the ad online and I don’t know the facts.
To me, it looks like something that people who have a speeding mentality would just laugh at, but maybe I’m wrong.
Can anyone fill me in on that?
9:12 – yes, yes it did, don’t even bother.
9.12, read the paper – it’s available on the AFA website.
If you can be bothered.
Otherwise, just take it from 12.35, it worked
Fair question 9.12, not exactly well answered.
A lot of campaigns are deemed effective because research says people noticed them and said it would change their behaviour.
But was behaviour changed? Are fewer people speeding?
Loved this campaign, well done all!
9:12, I recently undertook a road trip from Melbourne to Cape York and back. In Victoria and Queensland, everybody drove like lunatics, 220kph everywhere, including built-up areas. However in NSW, they all drove like little old ladies on their way to church on Sunday. So I guess anecdotally the campaign was effective.
was the mancini music used in the “no one thinks big of you” clemenger add cleared?
To whom it may concern,
This letter of compliment is being sent to The Minister for Transport, The RTA and the Advertising Standards Board.
The RTA TV commercial where the women wiggle their pinkie finger at young male drivers whom are driving dangerously has not been on TV for some time now but only recently 2 large billboards near my home depicting the woman wiggling her pinkie finger with the “No one thinks big of you” slogan were recently taken down.
I wanted to complain but I know a complaint would go unread, so I decided to compliment the RTA on its success in changing my driving behavior and changing my life.
I’d like to congratulate the RTA on the success of this advertisement. I read in complaint reference number 214/07 that the complaints about the advertisement was considered and dismissed. My reason for congratulating the RTA is because it did change my driving behavior and indeed my life.
I am a 44 year old male with a physical deformity called micropenis and this advertisement made me feel totally worthless and I started to self harm by slashing my arms with a scalpel blade every time the advertisement came on TV or when I drove past the huge roadside billboards.
Each time I drove past one of the billboards, I would accelerate to double the posted speed limit in the hope that the police would stop me so I could slash my wrists in front of them. I always carried scalpel blades in my car along with a few towels to catch all the blood.
On one occasion after driving from Maitland to Newcastle and passing this billboard, I felt like a freak because my medical condition was being used to degrade men. I ended up slashing my arms numerous times. I went to a local beach to wash my arms when I was surrounded by 5 police cars. Eight police officers surrounded my vehicle and one officer approached my window and told me to put my hands on the steering wheel. I did this and was then instructed to turn my arms over so he could see the inside of my forearms. I did this and he saw all the cuts and blood. He asked what I had done and I told him that I cut myself when I feel angry or depressed because cutting makes me feel better. An ambulance attended a short time later and washed down my wounds. The entire time I was treated like a common criminal with a constant stream on onlookers driving past to see what situation needed the attendance of 5 police vehicles. The police demanded that I get into the ambulance and be taken to a local psychiatric hospital otherwise they would arrest me.
I just thought the RTA would like to know about the reactions to this advertising campaign and to see the results caused by their advertisement. I doubt their would be any other men with micropenis
who have complained because having a micropenis was already seen as shameful before the RTA added to the shame of being less of a man by having a medical condition that men have no control over, so I doubt anyone would expose themselves as a worthless freak with a micropenis.,I have suffered from severe depression and a social phobia since 1990 and have not worked since 2000 because I find it difficult to go outside my house because I feel all women are laughing at me and I
feel inferior to other men. Thanks RTA for making my depression and social phobia much worse than it already was.
In the determination where the complaints were dismissed it was stated that “The Board also noted the use of the ‘pinkie’ finger sign in the advertisement. The Board considered that most people would understand this to mean, not that the person has a small penis per se, but rather
that the person is less of a man or is demonstrating behavior that is not considered acceptable by the person using the sign.”
So in effect, the Advertising Standards Board is admitting that in their view, if a man has a small penis, then he is less of a man. Why not just say that if you drive irresponsibly then you are a fool or an idiot? I guess that would be offending fools and idiots if the RTA did that, so it was probably best that you did choose to offend people who are worthless losers and likely already too ashamed of their medical condition to come forward and complain. I had originally wanted to place a complaint when the campaign first started and went to the Advertising Standards website and found that the advertisement, posters and billboards had already been complained about but the complaint dismissed.
I had to endure a lengthy campaign that used my medical condition as a form of insult to degrade men about their penis size, so I simply ask that you now watch my video which shows the results of what your advertising campaign did to my life. The link to my video is here…
http://www.youtube.com/watch?v=T4BwJlOfnis
My video was removed and banned from Youtube due to the graphic self harm content.
I’d really like the people who made and or approved this advertisement to watch my entire video to see what effect their campaign had on my life. Thanks RTA for changing my driving behavior and for making my life even more intolerable than it already was.
Sincerely
Just some worthless loser