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Campaign of the Year


Winner
Campaign Title

"I Touch Myself" Project
Client

Cancer Council NSW
Agency

Hill+Knowlton Strategies Australia

Hill+Knowlton Strategies used rock legend Chrissy Amphlett’s song I Touch Myself as an anthem for its campaign for Cancer Council NSW that saw 80 per cent of female participants demonstrating a commitment to behavioural change about their own breast health. The awareness campaign reminded Australian women to get familiar with the look and feel of healthy breasts with a re-recorded medley version of I Touch Myself. The new music video featured ten of Australia’s top female artists – Olivia Newton John, Megan Washington, Sarah McLeod, Katie Noonan, Sarah Blasko, Suze DeMarchi, Deborah Conway, Kate Ceberano, Little Pattie and Connie Mitchell. Attracting coverage from all the major television networks in Australia – both news and longform current affair programs –the campaign received a mention every 15 minutes across local broadcast media in the first 12 hours of launch. A 400-million strong international audience was also exposed to the campaign when The Daily Mail UK, Huffington Post, Yahoo, Shine, Billboard and Fast Company also picked up coverage. On social media, the topic trended across Twitter and Facebook and reached 4.2 million Australian women in the first 48 hours. Over the first two weeks, a quarter of a million people visited the microsite that supported the campaign. 

Winner
Campaign Title

The LAB Experiment
Client

Best and Less
Agency

Edelman Australia

The fashion industry has created the perception that higher prices and designer labels mean more style. Standing against this myth is low-cost Australian retail chain Best&Less, which believe that fashion should be affordable for everyone. However, Australians believed the brand to be unfashionable. To convince them otherwise, the brand needed consumers to see themselves that Best&Less has great looking, on-trend and affordable fashion collections. It needed for consumers to understand that you don’t have to pay big money for expensive labels in order to be stylish. But it needed to dispel the perception that Best&Less was ‘cheap and outdated’. Research showed that the brand was not a part of consumers’ repertoire or their consideration for fashion. Its key target audience was women aged 25-64. This target consumer segment represented one of the largest groups in the market population, so shifting their perceptions of Best&Less would offer a major business growth opportunity. Australian women weren’t coming to Best&Less. So the brand brought Best&Less to them. In disguise. It created LAB, a pop-up boutique store in Sydney, alongside high-end fashion brands. In this store, Best&Less fashion was disguised under a new label ‘LAB’, with inflated prices. The real price and brand were only revealed at check-out. By creating an experience that shocked and confounded shoppers, the brand held up a mirror to the fashion industry and its distorted pricing, showing Australians that you shouldn’t have to spend big on labels to look stylish. The campaign reached one in three Australians and the LAB pop-up store sales outperformed the best performing Best&Less store sales by 1,733 per cent.