MediaCom Australia Beyond Advertising wins Silver Pencil in the Branded Entertainment category for Westpac 'Air Rescue'
Founded in 1961 in the U.S, The One Show recognises the world’s best in global creative and media communications, awarding Gold Pencils for the very best work all over the world.
As ‘Creative’ Magazine, New York put it; “The One Show is the most prestigious awards competition in advertising and design, honoring the best work across all disciplines, including Advertising, Interactive, Design and Branded Entertainment”. To put this into perspective, in its first year it inducted Leo Burnett himself into the Hall of Fame, and more recently Steve Jobs in 2012.
With over 21,297 submissions from 463 agencies, across 63 countries the competition is tough but MediaCom’s specialist divison, MediaCom Beyond Advertising (MBA), came out on top winning a Silver Pencil in the Branded Entertainment category. MBA beat 69 finalists, from 45 agencies in 15 countries for its Westpac ‘Air Rescue’ Observational Documentry work.
MediaCom Australia was the only Australian media agency to win in its category.
‘Air Rescue’ is a ground breaking media solution celebrating 40 years of partnership for Westpac& the Lifesaver Rescue Helicopter Service (WLRHS). The ob-doc follows the brave work undertaken by the pilots, crew and paramedics of the WLRHS. Through this work MBA, along with partners Channel 7, Fredbird Productions, and of course Westpac, they created Australia’s first ad funded ob-doc portraying an unparalleled, technically advanced approach with the six-part series receiving unheard of support on air with Channel 7 placing it in primetime over Nov/ Dec 2013.
The One Show recognised ‘Air Rescue’ for its unique media approach and execution, “We saw a lot of compelling work whose aim was to uplift their audiences,” said Michael Nadeau, Managing Director of The One Club. “Branded entertainment across different media aspired to change perceptions, ranging from how we treat each other and general outlook on life. This year’s winners demonstrated that branded entertainment could simultaneously make a positive brand impression while making a difference.”
MediaCom CEO, Mark Pejic said “To be a winner at The One Show is not only a huge global accolade but also a first for any media agency for this category in Australia this year. To be recognised in such world class company not only makes me very proud of our people and work, but also the Australian market overall and not least our client, Westpac. Without their trust, support and opportunity we would not be able to produce such great work. This is exactly where we should be as a pioneering market.”
Geoff Ikin, Head of Mass Media and Agency Management for The Westpac Group said, “Air Rescue is a reflection of MediaCom’s expertise in media and brand connection. It was a great collaboration which demonstrates Westpac’s role in supporting the community and resulted in a product that made a unique and genuine connection with Australians and our customers. It was a privilege to be able to tell the stories behind the selfless efforts and dedication of the Westpac Lifesaver Rescue Helicopter Service and its crew.”
Great work has been high on the agenda at MediaCom with other recent wins such as two bronze awards at the Festival of Media Global for NSW Government Hep C campaign, ‘Enter The Party’ and indeed Westpac ‘Air Rescue’ being Highly Commended at the Festival of Media Asia.
Gemma Hunter, Executive Creative Director/Head of MBA, MediaCom
Shelby Craig, Creative Director, MediaCom
Katy Websdell, Account Director, MediaCom
Taylor Thornton, Copywriter, MediaCom
Alistair Ferrier, Agency Producer, MediaCom
Craig Graham, Executive Producer, Fredbird Productions
Sally Aitken, Director, Fredbird Productions
George Lykouras, Producer, Fredbird Productions
Ash Dunn, Director of Photography, Fredbird Productions