The Monkeys named Effective Agency of the Year at the 2020 Australian Effie Awards; BMF scoops coveted Grand Effie for ‘ALDI Good Different’
The Monkeys has been named Effective Agency of the Year at the 2020 Australian Effie Awards, scooping four Golds, two Silvers and one Bronze across three clients, Beam Suntory, NRMA Insurance and Telstra.
One Gold was awarded to BMF for ALDI Australia for ‘ALDI Good Different’, which also went on to win the coveted Grand Effie.
The judges said the campaign is “the gold standard of a long idea that has driven impressive results over the long term”.
“It’s a masterclass in explaining the business challenge and objective setting,” the judges said, adding “but most of all, ‘ALDI Good Different’ is bigger than an advertising idea, it works all the way down to a retail press ad, the idea and personality is always present and always working hard”.
The virtual Effie Awards Show held on Friday afternoon, 30 October, delivered a further eight Silver and 22 Bronze awards, bringing the total number of agencies awarded for outstanding measurable results to 11 and the number of clients to 15.
Commenting on the Effective Advertiser Award, which was presented to ALDI Australia, the judges said they love the ‘we grow, you grow’ approach to partners and the confident, yet humble explanation of success.
“‘ALDI Good Different’ is a business and brand philosophy that shines through the huge body of short and long term advertising work,” the judges said.
The judges described the submission as “extremely impressive on all counts of creativity, courage and consistency, year-in, year-out in a very competitive industry”.
Says Mark Green, chairman of Advertising Council Australia: “Once again this year we’ve seen how the power of great creative ideas can translate into outstanding commercial success stories.
“And with the onset of an Australian recession in the wake of the COVID pandemic, the Effies have taken on even more significance as agencies and clients deal with the increasing challenge of making sure every advertising dollar contributes to driving the bottom line. More than ever, all the winners and finalists deserve huge congratulations.”
The full list of Gold Effie winners by category is as follows:
Beverages
The Monkeys – Beam Suntory – How Canadian Club became the boss of summer
Financial Services
The Monkeys – NRMA Insurance – Every Home is Worth Protecting
Return on Investment
The Monkeys – Beam Suntory – How Canadian Club’s Greatest Challenge delivered its Greatest ROI
Insight & Strategic Thinking
The Monkeys – NRMA Insurance – Snapping Australians out of their home apathy
Long Term Effects
BMF – ALDI Australia – ALDI Good Different
The Advertising Council Australia would like to thank all of its sponsors and supporters for their generous support, including Marquee Sponsor Think TV, Ad Standards, Google, Primerchord Production Music, UnLtd and YouTube.
10 Comments
I’m a creative and i like the Effies.
They make agencies accountable.
We’re not hired for any other reason than ROI.
Scams get found out.
Congrats to Special and BMF, which, at the same time, are the two agencies most creatives want to work for currently. Well done.
Clearly written by someone who works af Special or BMF. Your comment is transparent, not very creative and desperately trying to be effective.
So big prizes go to the agency who runs the ad council (who run the show). I’d love to see the data on agency performance when one of their people run the show or chair the judging.
… should always mention The Works, IMHO.
Love the Monkeys.
But Over Beer? is not their campaign idea.
And the new ads are analogs of the original stuff.
Dual credits in my book.
But congrats to all, regardless.
…long lasting idea with depth of strategy and creative execution improving each step.
Love The Works & The Monkeys, recent work can’t be understated.
Over Beer > Good Different
Winning creative awards is one thing. Winning effectiveness awards is another.
But to consistently win both?
Well now that is extremely rare.
Well done Monkeys.
Credit where credit is due.
The Monkeys don’t win creative awards.
They win more creative awards than most agencies in Australia. The right awards that is. They don’t enter shitty desperate little award shows for ego sake. How do I know? I worked there. Lighten up.
Pretty sure they do: https://themonkeys.com.au/awards/
If I had a dollar for every time a strategist or account manager tagged the Aldi work onto a brief as an example of what we should be aiming for, I’d be almost as rich as I already am.
It’s a fantastic campaign, fullstop. But for a supermarket? Fucking genius. As anyone here who’s ever worked on Woolies or Coles can tell you, it’s a tough gig.