Ship Song Project leads winners at Australasian Branded Entertainment Awards
Green accepts the grand prix
The Ship Song Project by The Monkeys won the top award at last night’s Australasian Branded Entertainment Awards.
The work on behalf of Sydney Opera House won gold in the best brand-commissioned category and also won the grand prix at the event.
The trophy was presented to Monkeys co-founder Mark Green. The ceremony was hosted by Phil Lloyd, star of Review with Miles Barlow and At Home with Julia.
Great event, fantastic people, killer info, and yummy food 🙂
Was there ever a doubt. Certainly not from me!
After viewing it for the umpteenth time, still brilliant.
Went yesterday…3 pieces of feedback.
1. Creative agencies produce only 10% of brand funded content in Australia – Please stop pandering to them – you totally missed your market.
2. You need to define what Brand Entertainment actually is. Every single person who spoke had a very different version and it got ever so complicated.
3. Those name tags were retarded.
Also went, yes – great food and possibly oversized name tags. But I found it very useful to talk about BE with other content makers.. and I concluded that BE is basically what you want/ need it to be. There seems to be no “one size fits all” model here, so as long as you have a brand strategy, the content is bespoke, narrative driven and engaging due to superb creative writing and top quality production values, chances are you’re in a good place. Not forgetting the importance of ensuring the said content is strategically placed on a platform where it will be seen and shared.
Thanks Mumbrella for organising the event.
The Ship Song Project got the Grand Prix. Why? What makes it Branded Entertainment? It’s a long format ad that’s been around for at least 15 years! The Awards had an opportunity to define what Branded Entertainment actually is and missed by a country mile.