The 2024 roundup: These were the best ads of the year, as voted by adland
Mumbrella's Lauren McNamara asked creatives to share their favourite Aussie campaigns of the year.
The votes are in. Drum roll please…
Psembi Kinstan, chief creative officer, DDB Group Melbourne
1. The Cassette – Palliative Care Queensland via Cocogun and Rowdy
“I didn’t see a thing that made me feel more than Cassette,” he said. “It made me consider an issue I’ve never given a second to before seeing it. It’s impeccably crafted, and no doubt made on a shoestring.
“Sure, there has been some bigger brand work this year out of Australia, but none that I feel was better than the equivalent categories overseas – and then there’s this.”
2. Original Mouthful – Macca’s Big Mac via DDB Sydney
3. The Stages Of Tasmanian Winter – Tourism Tasmania via BMF Australia
Sebastian Vizor, executive creative director, Havas Host
1. Hammerbarn – Bluey and Bunnings via Dentsu Creative
“Collabs are inherently tricky, as they usually rely on the stronger brand to elevate the other. However, in this case, it was the perfect match for both iconic Aussie brands,” Vizor explained.
“By leveraging each other’s strengths, they cemented the campaign in culture by taking it from the screen and bringing it into the real world with near-perfect execution. Given that it marked the coming together of two of Australia’s most beloved brands, it was inherently appealing to Aussies far and wide – exactly the recipe for capturing attention.”
2. Better On A Better Network – Telstra via +61
“Loved the craft and sense of Australiana that comes through.”
3. Black Friday OOH – Kitchen Warehouse via Special
“OOH that can make you smile from your screen always gets a tick from me.”
Stephen de Wolf, chief creative officer, BMF Australia
1. University Of Dyslexic Thinking – Made By Dyslexia via DDB Melbourne, Adam&EveDDB and Collider
“What I love most is that this shows Australia’s thinking on a global level. Born out of DDB Melbourne for a UK client and brought to life with Adam EveDDB London, it proves our thinking can transcend geographies,” de Wolf said.
“This idea brought together partners from around the world, including Open University, Sir Richard Branson, and Virgin. More importantly it’s an idea making meaningful difference to people, one that continues to grow and teach. With modules from Erin Brockovich, Princess Beatrice, Dr Maggie Aderin-Peacock, and Sir Richard Branson to name a few, it leverages the most extraordinary minds.”
2. Wherever We Go OOH – Telstra via +61
“OOH at its best,” he continued.
“Simple, impactful and, of course, crafted. When was the last time you saw a piece of large format OOH that still feels so tactile you could tear the paper all the elements were made of? I can’t remember when. More like this please.”
Megan Egan, creative director, Howatson+Company
1. Four Bars – Telstra via +61
“Oh how I dream of one day making a poster this deceptively simple,” she said.
“This enviable campaign is the perfect marriage between copy and art direction, using just one word to convey its message, across 10 executions. It leaves just enough mystery for the viewer to work out, making you feel like you’ve earned a pat on the back when you do. A perfect lesson in ‘less is more’. How satisfyingly simple.”
2. The Cassette – Palliative Care Queensland via Cocogun and Rowdy
“I’m a sucker for beautifully crafted animation, but especially one as surprising as this. ‘The Cassette’ flits effortlessly between a fine balance of heartbreak and uplift, capturing the complex mixed emotions that surround the subject of death,” Egan continued.
“It’s beautifully understated in it’s execution and leaves you with a visceral bittersweet feeling, while managing to avoid the usual sombre, mournful tone that has become the norm in this category. What a gorgeously unexpected wrapper to deliver this powerful message.”
3. Swoop – Apple via TBWA\Media Arts Lab
“Proof that product demos don’t have to be boring, this one is wrapped up in a universal Aussie experience – a dreaded magpie swoop – to demonstrate the new iPhone 15 features.
“In true Apple fashion it’s effortlessly stylish, blending dynamic camera moves with twangs of Aussie humour to show their new product in all its glory.”
Dom Megna, executive creative director, Spinach
1. Come Down For Air – Tourism Tasmania via BMF Australia
“The campaign must be at least five years old but the static and outdoor component of the 2024 iteration is just wonderful. Best tourism writing I’ve seen in a long time. I want to go to Tassie just for the tone of the place,” he said.
2. Don’t Send A Ute To Do A Hilux Job – Hilux via Saatchi & Saatchi Australia
“Charming – tough, simple and funny at the same time,” Megna continued. “‘Don’t send a ute to do a Hilux job’ is the perfect ute line and one only Hilux can really own.”
3. Black Friday OOH – Kitchen Warehouse via Special
“What would have been a dry brief turned into outdoor gold by lovely writing and a range of special builds to catch attention. Excellent collab between media and creative. Not flashy or up its own arse – just clever enough.”
Riana McKenzie, senior copywriter, and Ben Bryan, art director, Clemenger BBDO
1. Better On A Better Network – Telstra via +61
“Like any great magic show, it takes skill to make something so crafted appear captivatingly simple,” they said.
“Bear’s sleight of hand to pull off a wonderfully simple idea, with such ruthless care and attention to detail behind its execution, is a true creative spectacle. An undeniable bit of magic for all of adland this year. Bravo.”
2. TasmanAI – Tourism Tasmania via BMF Australia
3. University Of Dyslexic Thinking – Made By Dyslexia via DDB Melbourne, Adam&EveDDB and Collider
Steven Hey and Simon Koay, creative directors, DDB Sydney
1. Better On A Better Network – Telstra via +61
“It divided the comments section a little bit, but Telstra’s ‘Better on a Better Network’ is one of the most memorable campaigns of the year,” they said.
“The ambition to create 26 unique films with that level of craft and simplicity gives hope to the industry in a time where people are feeling that craft is dying and AI is taking over. It clearly had so much love poured into it. Charming, funny, single minded and all for one of the biggest Aussie brands – really impressive.”
2. Support Your Local Dealers – Oatly via in-house agency
3. University Of Dyslexic Thinking – Made By Dyslexia via DDB Melbourne, Adam&EveDDB and Collider
Gerry Cyron, executive head brand thinker, Thinkerbell
1. Kentucky Fly Chicken – KFC via Ogilvy
“How do you drive app downloads and transactions? By turning your food app into a travel app, thereby giving people finger-licking great experiences that are worth sharing,” he said.
“Whilst secret menus have been done, this one has bragging rights build-in like no other. Also, I love their approach. Don’t advertise the app. Do something in the app that does the advertising for you. The Colonel would be proud.”
2. Should’ve Gone To Specsavers Airport OOH – Specsavers
“Stupid. Simple. And so insightful. Specsavers have managed their brand extraordinarily,” Cyron continued.
“Whilst short-term-itis is a common illness amongst marketers, Specsavers has invested in their long-term brand expression over and over again. This one was particularly funny as dazed and confused travellers got a shock of a lifetime… until the penny dropped.”
3. Australia’s Second Car featuring Valtteri Bottas – Uber Carshare via Poem
He said: “I love the shape of the idea and how it rolled out in culture. It’s an earned/social first idea that made a splash and found its way on mainstream television.
“It’s got all the hallmarks to drive scale: a culturally en vogue sports code, a celebrity (an athlete who can perform, who would have thunk it), a quirky idea with tons of fun bolted on, and something ‘free’ aka an incentive to invite participation. Shame the business didn’t take off. Similar to F1, starting at pole position does not guarantee a place on the podium.”
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