Use-by pillow campaign takes out grand Aussie Effie

Australia’s third annual Effie Awards were announced yesterday in Sydney, with Happy Soldiers taking out The Grand Effie for its Tontine ‘use-by’ pillow campaign and Clemenger BBDO Melbourne taking out The Effective Agency of the Year. 

Youtube Video

Youtube Video The Tontine campaign, which won two golds, saw Happy Soldiers stamping its pillows with a ‘use by date’ and highlighted the importance of regularly updating bed linen with a fresh pillow. The campaign cut through an increasingly cluttered market and increased awareness in a creatively stagnant category. In the activation week, sales increased with an immediate uplift of 345 percent and far exceeded the agreed goal of a 30 percent sales increment.

Clemenger BBDO Melbourne, like its sibling Colenso BBDO in New Zealand, won Effective Agency of the Year for the second year in a row, winning ten Effies in total.

“This year’s record entries and the large turnout [of 450]for the gala evening are a big vote of confidence in these awards,” says the chairman of the Australian Effie Awards, Matthew Melhuish. “It is terrific to see that our marketing and advertising industry is so committed to proving the worth of their marketing programmes under the harsh spotlight of peer review. There is no doubt that we are continuing to build a very strong culture of accountability and effectiveness in Australia.”

In all, eight gold, 13 silvers and 22 bronzes were awarded across 18 categories. The Wrigley campaign “5 Gum: Stimulating your senses….and the entire gum category” by Clemenger BBDO Sydney took out one gold and one silver and Bega Cheese: “How human values can still win against price discounting” by Clemenger BBDO Melbourne won a gold and a bronze.

Whybin\TBWA\ Tequila won one gold Effie for RaboDirect, as did Leo Burnett Melbourne for Sportsbet.com.au, Multicall Connexions for HSBC Bank Australia and Brisbane agency Junior for Bank of Queensland.

There were 214 entries and 95 finalists.

You can check out the case studies here.

And the full list of gold Effie winners by category is:


Clemenger BBDO Melbourne – Fonterra Brands (Australia) – Bega Cheese: “How human values can still win against price discounting”.

Other Consumer Goods

Happy Soldiers – Tontine: “The first pillow with a ‘best-before’ date”

Financial Services

Junior – Bank of Queensland (BOQ): “Smashing targets with the Owner-Manager story”

Whybin\TBWA\Tequila – RaboDirect: “Waking Up People’s Lazy Money”

Travel, Leisure and Media

Leo Burnett Melbourne – Sportsbet.com.au: “For People Who Like Results From Their Campaigns.”

Most Original Thinking

Happy Soldiers – Tontine:” The first pillow with a ‘best-before’ date”

New Product or Service

Clemenger BBDO Sydney – The Wrigley Company: “5 Gum: Stimulating your senses….and the entire gum category.”


Multicall Connexions – HSBC Bank Australia: “The Chinese New Year Term Deposit Bonanza.”


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