Marketforce’s City of Perth’s ‘Tasty Tunes’ campaign takes out PADC Awards Best of Show: 303Lowe + Marketforce net 3 Gold skulls each
CLARIFICATION: The PADC has clarified that the Best of Show award did not come from the craft category, despite it being listed as such on the results sent to CB prior to the award night.
The Perth Advertising and Design (PADC) Skulls award ceremony was held tonight at a gala presentation at the State Reception Centre at Frasers in Kings Park. In total 67 awards were handed out, including 11 Gold, 24 Silver and 32 Bronze.
The big award of the night – the Best of Show – went to a Marketforce campaign for the City of Perth “Tasty Tunes”. The campaign also won Gold for in the Promotional & Experiential category.
The campaign uses the frequencies and sounds in 3 tracks to show how sound can intensify and augment the flavour of food and drink.
Have a sip of coffee without any of the tracks playing. Then put on some headphones, play the sweet track and have another sip.
Do the same with the bitter track. Pay special attention to the aftertaste and the way it changes. –
For the third, try the salty track while eating potato chips.
The sound engineers on the campaign were Brad Habib and Andrew Wright. The Marketforce creative team was Guy Howlett and Meagan Riley.
In terms of overall awards won, once again Perth’s largest agencies dominated. 303Lowe lead the way with 3 Gold, 3 Silver and 7 bronze awards. They were closely followed by Marketforce, who picked up 3 Gold 2 Silver and 4 Bronze awards.
Other Gold winners were Southern Cross Austereo, BrainCells, Soundbyte, Last Pixel and cinematographer Patrick O’Sullivan.
In terms of quantity of awards The Brand Agency was awarded 15, comprising 10 Silvers and 5 Bronze.
DOWNLOAD THE WINNERS LIST: PADC The Skulls 2015 Official List of Awards.pdf
3 Comments
What a night!
Big thanks to Danielle, Mark, Cheese and everyone else involved in organising and managing a stellar show. From the venue to the new judging system and the sexy-as-hell, heavy-as-f**k Skull awards, it was a class act.
And a mighty hat-tip to all of the staff at every agency that help perform the thankless task of compiling and entering the award submisions in the correct format, on the right size boards, with the correct list of credits and final client approvals.
Without you guys, nights like last night just wouldn’t happen.
Watching the case study video on the night, I was left with the impression that this was an extremely clever and original idea, worthy of the highest accolade. Then somebody showed me this.
http://www.smithsonianmag.com/smart-news/way-food-sounds-we-eat-it-impacts-how-it-tastes-180950102/?no-ist
@Bad Taste,
Just to clarify; there is no doubt, and never has been any doubt, that the entry was based on existing science – no one has claimed that the entrants conducted the scientific research themselves! – but they found an extremely creative expression (original compositions) and application of the science. It was something that, to the best of the judges’ knowledge hadn’t been done before and therefore was a unanimous choice for Best of Show. A great idea, beautifully executed.