Carpe Diem - Products

This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.

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2017 SILVER

"Bloody Idiots and Ratbags" do it again for Lamb

When Pauline Hanson labelled us “a bunch of politically correct ratbags,” we knew we were onto a winner. Lamb, the brand that stands for ‘Unity’, could no longer ignore the elephant in the room: the day we should be most united as a nation – Australia Day – was instead driving us apart, by excluding Indigenous Australians. Our solution was to celebrate everyone that makes Australia great, not the day or the date. It became Lamb’s most talked about campaign ever.

Brand: Meat & Livestock Australia
Client: Meat & Livestock Australia
Agency: The Monkeys
Language: English

2017 SILVER

The ALDI Christmas campaign that out-sold its' Effie winning predecessor

ALDI’s Perfect Aussie Christmas is a glorious cultural mirror to Australia’s franken-‐Christmas, where Northern and Southern Hemisphere rituals somehow make peace under sun-‐drenched mistletoe.

The campaign has been a key driver of ALDI’s growth over the last five years, and the 2015 campaign won two Silver Effies.

In 2016, we took the Perfect Aussie Christmas to the next level by introducing a family of American Christmas-‐evangelists who brought a little festive rivalry, and gave Australians a renewed pride in their own unique version of Christmas.

Australia: Meet the Tinkletons.

Brand: Aldi
Client: Aldi
Agency: BMF
Language: English