‘Three Things’ with James Morris: the Cristal Festival, the future of content and Christmas shopping
James Morris takes us through the three things that have been occupying his mind this week – including our four awards at the Cristal Festival and last minute Christmas shopping…| December 23rd, 2014
MediaCom Beyond Advertising have picked up four awards at the annual Cristal Festival in Courchevel, France.
MBA Australia won Cristal (gold) in the ‘Best Film, Series or Non-Fiction Program’ category for their work on Air Rescue with Westpac Banking Group. They also bagged a Sapphire (silver) for the Your Future is Not Pretty campaign with Queensland Government in the ‘Best Use or Integration of Experiential Events’ category.
MBA Global Head, James Morris said: “The scale and the quality of the entries this year was amazing so, to come away as the most-awarded agency with four different projects winning, is a great achievement.
“It was a combination of two things that made the winning entries stand out from the rest – the excellence of the initial idea and the ability to activate that idea effectively.”
“MBA Australia’s work with Westpac Banking Group showed why you can’t have one without the other.”
“The big idea was to create a documentary series telling the individual stories of people who work for, and have been helped by, the Westpac-funded air ambulance. It was a great idea but it was the execution – the highly emotive and beautifully crafted storytelling in the series – that raised it to another level.”
“Similarly, our work with Bose, Pennzoil and the Queensland Government saw great initial ideas that aimed to inspire, inform and involve, executed in imaginative ways that not only delivered entertainment for the audience, but big results for our clients.”
As a judge on the Cristal Festival panel, James also had plenty of praise for other campaigns that came away with awards.
“Leo Burnett’s campaign to highlight corruption in Lebannon (Stop the Shop) tackled a really tough issue in a hugely imaginative and engaging way,” he added.
“Similarly, their #LikeAGirl work for Proctor & Gamble tapped into a huge concern – the sexism that still persists around the world – and delivered a campaign that addressed a complex issue in memorable and, ultimately, optimistic way.”
“The whole festival was a great showcase for highlighting exactly why quality, engaging content is becoming increasingly important for brands.”
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