The countdown to the 2018 ADFX Awards began this week after IAPI published the shortlist for the biennial awards.
In all, 32 shortlisted contenders will be judged against a rigorous set of business performance criteria by a panel of Irish and international industry experts, in 10 hotly contested categories at the ADFX Gala Awards which will take place on September 27 in the RDS.
Shortlisted entries are recognised for being “the most effective advertising and communications campaigns with measurable impact on business performance and results over the last two years, in what are considered the toughest awards in the marketing communications industry. Successful entries must thoroughly illustrate the effectiveness of their individual campaigns through a serious of results including measurable business successes and contributions to the bottom line.”
The shortlisted campaigns are among the most memorable and impactful advertising campaigns from the last 24 months and have all successfully illustrated having an effect on consumer behaviour. Among the shortlist are: the Nissan – A Micra Revolution campaign which smashed conventions and European Sales. The bespoke Irish campaign played a hand in rescuing a renowned brand; VHI Let’s Talk Fertility which encourages couples to talk about fertility while promoting VHI’s fertility benefits; There’s No Place Like Home from Aer Lingus which celebrates bringing home advantage around the world and back again and in the long term effectiveness category, one of the contenders is Vodafone for campaigns which celebrate five years of elevating the Vodafone Ireland Network, including the much-loved Piggy Sue campaign.
According to IAPI’s CEO Charley Stoney: “Yet again, the Irish advertising and communications industry has proved its place at the strategic table delivering lasting business outcomes for some of the biggest brands in the world, and best loved Irish success stories. The quality and effectiveness of the ADFX entries never ceases to amaze us – we commend all of our agencies for their work over the last two years and indeed for compiling these incredible submissions. At IAPI we strive to support the industry in embedding an effectiveness culture among our members. This commitment to every day effectiveness is borne out in practice year on year, in the rigour of measurement and reporting, and the quality of entries. Those campaigns that come out on top on Awards night will demonstrate effectiveness and success in every sense of the word. We take this opportunity to wish all shortlisted finalists the very best of luck”.
Campaigns span a variety of sectors from charity to FMCG, corporate finance and services to new launches and tourism to public service. For the second time, the long-term effectiveness category will measure the success of campaigns of more than 2 years – highlighting the importance of consistency.
The IAPI ADFX awards are in association with News Ireland Wireless Group, and supported by YouTube, PML Group, Maximum Media, RTE Media Sales and Musgrave. The full shortlist is outlined below.
Full ADFX 2018 Shortlist
Automotive
Nissan – A Micra Revolution – Smashing conventions and European sales, how a bespoke Irish campaign rescued a brand
Agencies: In The Company of Huskies & Spark Foundry
Video link: https://vimeo.com/212592701
Corporate Finance & Services
Energia – Clever Humans Get Results
Agencies: Boys & Girls & Vizeum
Video link: https://vimeo.com/205559386/62e50ca4e1
FMCG
Kerry Foods, Dairygold – A case on how to spread the good stuff
Agencies: Rothco & Vizeum
Boyne Valley Foods – Ambassador, with this ADFX paper you are really spoiling us
Agencies: Boys & Girls & Mindshare
Video link: https://vimeo.com/262420981/bbc93e2694
Dulux Ireland – Painting an invincible story of success
Agencies: Boys & Girls & Mediacom
Video link: https://vimeo.com/262407728/47fbe1fe18
Musgraves – Just Good Coffee: A Frankly Honest Account of Frank & Honest’ s Launch in Ireland
Agencies: Starcom & In The Company of Huskies
IT/Telecommuniactions & Digital
Eir Mobile – ‘Speak now or forever hold your peace’ – the odd couple union that went off without an objection, the migration of Meteor to eir mobile.
Agencies: Rothco & Vizeum
Three – How a fearless girl and her cloud saved Christmas for Three.
Agencies: Boys & Girls & Spark Foundry
Video link: https://www.youtube.com/watch?v=dzFSWpF56oY
Virgin Media – Age of Promiscuity
Agencies: BBDO Dublin & OMD Dublin
LEISURE MEDIA & ENTERTAINMENT
Lidl – How Lidl changed the nation’s attitude to Ladies Gaelic Football by calling for Serious Support
Agency: Chemistry
Irish Times – Small Island Big News
Agencies: PHD Ireland & Owens DDB
EuroMillions – When Ireland dared to dream big
Agencies: DDFH&B & Starcom
Aer Lingus – There’s No Place Like Home – How to bring Home Advantage around the world, and back again.
Agencies: Rothco
Failte Ireland – A bedtime story that woke up domestic Tourism
Agencies: Rothco, Mindshare & In The Company of Huskies
LONG TERM EFFECTIVENESS
Vodafone – The Tin Man Gets a Heart: 5 years of Elevating and Celebrating the Vodafone Ireland Network
Agencies: Grey London & Wavemaker
Video link: https://www.youtube.com/watch?v=OAPoXyyFovI
https://www.youtube.com/watch?v=e2b_2-8GYyQ
Iarnród Éireann – Back on Track
Agencies: Publicis & Spark Foundry
Video link: https://vimeo.com/263519292/51435d04a5
VHI – Restoring Balance in the Healthcare Market
Agencies: Publicis & PHD Ireland
Video link: https://vimeo.com/263474719/870489634b
St. Vincent De Paul – BREAKING THE CYCLE – How we helped change St Vincent de Paul’s fortunes when the charity sector was facing hard times (Annual Appeal 2015-2017)
Agency: In the Company of Huskies
Video link: https://vimeo.com/164556616
AIB – From bankruptcy to IPO, the remarkable story of AIB.
Agency: Rothco
New Launch
Bord Na Mona – Changing the Nature of Bord Na Mona
Agencies: Chemistry & OMD
Failte Ireland – A bedtime Story that woke up domestic tourism
Agencies: Rothco, Mindshare in the Company of Huskies
Lidl – How Lidl changed the nation’s attitude to Ladies Gaelic Football by calling for Serious Support
Agencies: Chemistry
Nissan – A Micra Revolution. Smashing conventions and European sales, how a bespoke Irish campaign rescued a brand
Agencies: In The Company of Huskies & Spark Foundry
Video link: https://vimeo.com/212592701
VHI – Let’s Talk Fertility
Agencies: PHD Ireland & Publicis
Permanent TSB: 2 Plus More Experiences
Agencies: Publicis, PHD Ireland & iCAN
Pharmaceutical, Healthcare, Cosmetics & Toiletries
VHI – Let’s talk Fertility
Agencies: PHD Ireland & Publicis
VHI – Restoring Balance in the Healthcare Market
Agency: Publicis & PHD Ireland
Video link: https://vimeo.com/263474719/870489634b
https://vimeo.com/263475246/8c9bbb634a
Public Service, Social Welfare & Education
RSA – Tackling drink driving on Irish roads, and doing it #ForCiarán.
Agencies: BBDO & Spark Foundry
Irish Blood Transfusion Service – Donor See, Donor Do
Agency: BBDO Dublin
St. Vincent De Paul – BREAKING THE CYCLE – How we helped change St Vincent de Paul’s fortunes when the charity sector was facing hard times (Annual Appeal 2015-2017)
Agency: In The Company of Huskies
Video link: https://vimeo.com/164556616
Small Budget
The Defence Forces – Finding the right fit: Data Sniping for the Defence Forces
Agency: Rothco
Dulux Ireland – Painting an Invincible story of suss
Agencies: Boys & Girls & MediaCom
Video link: https://vimeo.com/262407524/33b29832c5
Retail and Fashion
Lidl – How Lidl changed the nation’s attitude to Ladies Gaelic Football by calling for Serious Support
Agency: Chemistry
Lidl: The Basket That Grew Up To Be A Trolley
Agency: Chemistry
