On 16 October 2014, the Advertising and Media Association of South Africa (AMASA) hosted industry guests at the first AMASA Awards ceremony, at Summer Place in Johannesburg.
The MediaShop’s ‘Coke Rainbow’ campaign took home the top honour of the Roger Garlick Grand Prix for its innovative media execution. Other well performing agencies included Gloo, which won two highly commended certificates and two gold awards as well as PHD which won a highly commended and gold award in different categories.
Chris Botha, group managing director at The MediaShop, says, “We are very happy and excited. This campaign was a team effort between ourselves, creative, media owners, and a very brave client. We are privileged to have won, and to work with the amazing people of Coca-Cola South Africa.”
With 106 entries in this year’s AMASA awards the judging panel, made up of industry specialists, had a tough job analysing and selecting this year’s candidates. At the ceremony, MC Frank Tilley announced six highly commended certificates and ten gold awards.
Although the prestigious Roger Garlick Awards (RGA) have been in existence since 1999, this year’s grand ceremony marks the first of AMASA’s solely hosted awards. The awards have been completely rebranded for 2014 as well as renamed to the AMASA Awards.
“The new format of the AMASA Awards has been created to not only launch a larger celebration of industry work but also to build on the famous Roger Garlick Awards from previous years to include new categories, new standards and new scale,” says chairman of AMASA, Wayne Bischoff. “We believe South Africa’s media industry is in a healthy space and it won’t be long before we start seeing our work featured in the pages of the international trade press for creativity in media,” he says.
With a new awards format, new categories and new positioning the AMASA Awards are restricted to reflect and align with international formats and awards standards. The awards involve 20 categories which include the Roger Garlick Grand Prix, awarded to the best work presented overall as well as the Ignition Award introduced in 2013 which awards the most promising student work submitted.
AMASA Award winners list 2014:
Best Branded Content Campaign
Gold: The 15% more Show – eBucks Rewards from FNB – MediaMark/FNB
Best Use of Mobile
Gold: Are You 2 Enough? – Gloo & Vizeum
Best Use of Technology
Gold: ATM Switch – FNB – Gloo
Best Integrated Campaign: Retail
Gold: Whopper Your Selfie – King James Group
Best Social Media Campaign
Gold: Magnum Pink & Black Twitter auction – Liquorice/Hardy Boys/Marcus Brewster/Ultimate Media)
Gold: Coke Rainbow – The MediaShop
Gold: #Canonphotomobs – PHD
Best Contribution by a Media Owner
Gold: The 15% More Show – eBucks Rewards from FNB – Mediamark
Best Integrated Campaign: Financial
Gold: Access Banking – Standard Bank – OMD
Best Integrated Campaign: Cause Related
Highly Commended: SANBS Mastering the Masthead – PHD
Highly Commended: #Ownyourday – Wimpy – The MediaShop
Ignition Award for Tertiary Institutions
Gold: Matla a Bana – Duct Tape – Mbali Cindi from University of Johannesburg
Roger Garlick Grand Prix
Roger Garlick Winner – Coke Rainbow – The MediaShop