MAA Best Awards â Do Different

The theme for this year’s MAA (Marketing Agency Association) Best Awards was ‘Do Different’. So how did the competing agencies get on with delivering against this proposition? Pretty well I thought. Below are a few of the picks from the night that most definitely ‘did different’.

Saatchi & Saatchi Group deservedly picked up four awards included the Grand Prix, for their work on Mattessons Fridge Raisers. The campaign aimed at young people who play computer games and snack after school saw the launch of the ‘MMM3000’ – the world’s first meat snacking helmet co-created by a social community. Delivering a sales uplift of 20%, the ‘MMM3000’ used social media as a platform for getting young consumers involved and excited about the brand.

https://www.youtube.com/watch?v=cukCTFH_JaY

Paddy Power is used to being at the heart of controversy. However, their World Cup campaign by Taylor Herring, not only earned them praise in newspaper column inches but the respect of a world-renowned genius as well. They engaged the theoretical physicist – Stephen Hawking – to lead a one month long study delving into the science of England’s World Cup performances and the best (scientific) way to take a penalty. The result being that Paddy Power rocketed to the top of the betting league tables during the World Cup period.

https://www.youtube.com/watch?v=iJFQ1QG5Hno

The full list of winners can be found here http://bestawards.co.uk/winners