DDB Sydney Wins ‘Best of Show’ in 2011 IAB Australia Awards

Making Tracks campaign with YouTube Symphony Orchestra proves to be on song

DDB Sydney has scooped the prestigious 2011 IAB Awards Best of Show with its “Making Tracks” campaign for Tourism Australia, beating out a record number of entries to scoop the title and secure its entry into the 2011 US IAB MIXX Awards.   The campaign, which also won the Social Media Marketing category award, was announced last night at the IAB Awards ceremony held in Sydney. 

The White Agency fared well on the night winning the Brand Destination Site and Rich Media and Digital Video categories for its work on “The Commonwealth Bank Property Guide”.  Maxus picked up the new Search Marketing - Paid Search award for its work on Shangri-La Hotels and Resorts “In Our Nature Acquisition” campaign.  First Rate snared the first ever award for the Search Marketing - Organic Search category with its “The Power of Longtail” campaign for Focus Property.

Droga5, Deepend, BCM, Starcom, Publicis Mojo Melbourne, 303 Group and Initiative Melbourne were all also category winners on the night.

Droga5 was named as the winner of the Creative Showcase Grand Prix award for its Brew by Feel campaign. 

Paul Fisher, CEO of IAB Australia commented: “The quality of entries in this year’s IAB Awards is quite exceptional and we were delighted to see that a number of them were featured at the Cannes Cyber Lions 2011 Awards. The winners should be congratulated on their efforts.  They each brilliantly showcase the creativity and efficiency that online advertising can offer marketers as part of a cross media strategy.  You don’t have to look hard at the winning campaigns to understand why brands are seeing the potential of online advertising,” said Mr Fisher.

Mark Uncles, Professor of Marketing at the University of New South Wales and Chair of Judges for the 2011 IAB Australia Awards commented:  “DDB Sydney’s campaign for Tourism Australia was inspired and imaginative in its use of social media to create a live, engaging and compelling experience; for online audiences it gave them a sense of personal access to our tourist icons and Australian hospitality. This campaign is a fine example of the creativity that can be released when digital platforms and social media are successfully combined.”

DDB Sydney’s Best of Show winning entry and Droga5’s Creative Showcase Grand Prix campaign will now proceed to the US MIXX 2011 Awards which will be judged on 4 October 2011 in New York.  

Previous IAB Award winners have achieved great success at the MIXX Awards, including last year’s IAB Best of Show winner, ZenithOptimedia, who won a silver MIXX award in the Branded Content category for its work on the Lion Nathan ‘6 Beers of Separation’ campaign.  The 2010 Creative Showcase winner Visual Jazz also won a MIXX bronze in the Interactive Video/Online Commercial for their work on the Jay Jay’s “Dance Off 3D” campaign.


2011 IAB Australia Awards Winners List

Category:  Social Media Marketing AND Best of Show 

DDB Sydney - Making Tracks; Tourism Australia



Category: Brand Awareness and Positioning

Droga5- Brew by Feel; Carlton & United Breweries - Cascade



Category: Direct Response and Lead Generation

Deepend - Lick-A-Prize 2010/11;               Unilever - Streets Paddlepop



Category: Product Launch

BCM - The Art of Shaping; Triumph International



Category: Brand Loyalty and Retention

Starcom -Whiskas Pledge; Mars Petcare


Category: Brand Destination Site 

The White Agency - The Commonwealth Bank Property Guide; Commonwealth Bank of Australia



Category: Cross-Platform Integration

Publicis Mojo Melbourne - MAXIBON Man-Chew; Nestle Peters Ice Cream



Category: Branded Content

303 Group - Enjoy The Ride; Office of Road Safety




Category: Search Marketing (Paid Search)

Maxus - In Our Nature Acquisition; Shangri-La Hotels and Resorts



Category: Search Marketing (Organic Search)

First Rate - The Power of Longtail; Focus Property



Category: Rich Media and Digital Video

The White Agency - The Commonwealth Bank Property Guide; Commonwealth Bank of Australia



Category: Not-for-Profit / Public Service 

Initiative Melbourne - Oxfam Unwrapped 2010; Oxfam





Notes to Editor

Images from each of the Finalists’ campaigns are available.  Please contact Einsteinz Communications for more details.


About the Interactive Advertising Bureau 

 The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia. As one of over 32 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.

Incorporated in July 2010 by nine founding members  - Fairfax Digital, Fox Interactive Media, News Digital Media, ninemsn, REA Group, Ten, Yahoo!7, and Sensis Media Smart - together with the Australian Interactive Media Industry Association (AIMIA), the IAB has four objectives:


  • To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
  • To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press
  • To be the primary advocate for the interactive marketing and advertising industry
  • To expand the breadth and depth of IAB membership while increasing direct value to members


For further information about IAB Australia please visit: www.iabaustralia.com.au