The Midas Awards for the World's Best Financial Advertising has announced the award winners for the 2016 competition. Australia has picked up six Midas Gold Ingots and six Midas Silver Ingots led by MercerBell with two Gold and two Silver. MercerBell scored Gold for "Pirates of the High Fees" for World First and a second for "There's a Flight in Every Card" for client Qantas.
R/GA Sydney was honored with two Gold Ingots for "Money Minded
Monday" for client ANZ and Wunderman-Bienalto was recognized with 2
Gold Ingots for "Ed: Anxiety-busting banking" for ME Bank. Clemenger BBDO Sydney, Saatchi & Saatchi and thedylanagency all scored one Silver Ingot each.
The 2016 Midas Awards Grand Jury awarded 1 Grand Midas Award, 62 Midas Gold Ingots, 77 Midas Silver Ingots and 138 Finalist Certificates from entries submitted from 24 countries.
FP7/DXB (Part of McCann Worldgroup) earned the coveted 2016 Grand Midas Award for "A Priceless Delivery" for client MasterCard. The award-winning campaign partnered MasterCard Priceless Causes with Salma, an innovation in food relief, that sources high-quality and securely-packaged food to create an interactive wall in Dubai Mall. The wall gave people an immersive and priceless experience when they bought a meal and metaphorically delivered it to the children through the interactive wall allowing Salma to deliver 400,000 meals and counting to displaced children and their families in the Middle East. "A Priceless Delivery" also earned 5 Midas Gold Ingots, 2 Silver Ingots and 2 Midas Certificates.
Says Tahaab Rais, regional head of strategic planning, FP7/MENA (A part
of McCann Worldgroup): "Our job, being part of a burgeoning creative
economy, is to solve the really hard problems around us (brand, business
or societal) through the power of our creativity. It gives us purpose
and is our way to survive. 'A Priceless Delivery' is one such creative
idea, where we have taken the first steps through MasterCard (one of the
world's best-known brands) and its meaningful Priceless Causes program,
to address a real-world problem of underprivileged and displaced
children and families not getting sufficient access to quality food -
which is a basic human right.
"We have moved people in the UAE
to give and then, encouraged them to give more by showing them the
impact their contributions can make; thus, removing the metaphorical
wall that is often formed between those who give and those whose lives
they improve. And we have garnered a lot of support that has helped
scale this idea and make it sustainable.
"In today's world, it's
imperative that more leading global brands (beyond NGOs) do similar
meaningful work for causes that are affecting the world around us. They
have the influence. Here's wishing that more is done by the big brands
we all work with, to help people affected by atrocities around the
world, through the power of creativity."
Savvy advertisers
employed creative event marketing to engage consumers and champion
causes. Gold Ingot winners: The Jupiter Drawing Room (South Africa)
Johannesburg's "Café Prosper," a pop-up coffee shop, served up some of
the finest coffee in the world, while allowing consumers to rest up,
recharge and engage, while becoming a channel of communication to
consumers for client Absa/Barclays . McCann New York's "MasterCard
Restroom for All," MasterCard's installation at Pride Fest demonstrated
their support of global acceptance by installing a restroom that accepts
all humans, no matter their gender identity. McCann London's "#44 Days
of Crazy" for MasterCard harnessed the spirit of international fans
traveling through London via branded taxis; riders were challenged to
show team spirit by singing their nation's rugby anthem and see their
taxi fare roll down. Joe Public Pty Ltd South Africa's "Twitter Track"
for client Nedbank Sponsorships incorporated inspiring tweets into an
encouraging running track to raise funds for children requiring
prosthetics.
US agencies were in the lead this year, earning 13
Midas Gold Ingots. McCann New York earned 5 Gold Ingots total for client
MasterCard. The agency received 3 Gold Ingots for "MasterCard Restroom
for All." In addition "First Big Trip," and "Stand Up To Cancer EEG
Experience" for MasterCard also earned Gold Ingots. McCann Worldgroup
also saw campaigns for MasterCard earn Gold Ingots including "Together
and "Experiences Are Priceless." Other US agencies striking gold: R/GA
New York earned 2 Gold Ingots for "E*TRADE Opportunity is Everywhere -
Trader, Retire, Invest"; Publicis North America "Citi Double Cash Card?
Double Means Double? Campaign TV Spots" was honored with 2 Gold Ingots;
and SapientNitro "The Webster Bank Warm Welcome Guerilla Campaign"
earned 2 Gold Ingots. Prudential Advertising "#Run401k - The Race for
Retirement" for Prudential earned a Gold Ingot.
FP7/DXB Dubai
(Part of McCann Worldgroup) struck gold with a total of 11 Midas Gold
Ingots including 3 Gold Ingots for "A Priceless Delivery" for
MasterCard. The agency earned a robust 6 Gold Ingots for client
Emirates NBD, taking home 3 for "The AC Vests" 2 for "An Uber Ramadan"
and a single Gold Ingot for "The Beautiful After." FP7/DXB was also
recognized with a single Gold Ingots for "Ad D" for National Health
Insurance Company - Daman.
South African agencies were in the
winner's circle earning a total of 6 Gold Ingots. The Jupiter Drawing
Room (South Africa) Johannesburg received 4 Gold Ingots for client Absa /
Barclays including 2 Ingots for "Ready. Set. Go." and both "Cultivating
the Exceptional" and "Café Prosper" each earned a single Gold Ingot.
Joe Public Pty Ltd earned 2 Gold Ingots for "Twitter Track" for client
Nedbank Sponsorships.
Three Canadian agencies
were honored with Gold Ingots: Zulu Alpha Kilo received Gold Ingots for
both "Be In The Black" and "Pets with Credit" for client Interac
Association. In addition, KBS Canada's "BMO TARC" for BMO and McCann
Canada's "Mastercard Safety & Security" for client MasterCard earned
Gold Ingots.
Global Agencies were honored with multiple Gold
Ingots. McCann London's "#44 Days of Crazy" for MasterCard. McCann
Worldgroup London earned 2 Gold Ingots for "Mark Ronson Surprise" for
MasterCard and McCann Singapore's "Biometric ID Posters" also for
MasterCard received 2 Gold Ingots. Publicis Communications Switzerland
"UBS Retirement Campaign" for client UBS Switzerland and CJ WORX
Thailand 's "Big Daddy Form" for client Krungsri Market along with.
R/GA Brazil's "Gabriel" for client Banco Bradesco S.A. each earned 2
Gold Ingots.
International agencies scoring a single Gold Ingot
include: AML Group UK "Megatrends Thematics" for Pictet Asset
Management; Reinv3nt Colombia "Retirees" for client Brilla de Gases de
Occidente; Havas Duesseldorf GmbH Germany "60 Years DWS" for DWS; McCann
Bucharest "Champions League Spark Video" for MasterCard; pi
communications pvt.ltd., India "The Incomplete Nameplate" for Aditya
Birla Housing Finance Limited; fp7 Lebanon "The Makers" for client
Byblos Bank; and TBWA Sri Lanka "Sign of Death" for client AIA
Insurance.
VIEW THE FULL LIST OF WINNERS
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