Saatchi Australia's 'Penny the Pirate' Wins Big at The Caples in New York
Saatchi & Saatchi Australia’s “Penny the Pirate” campaign for OPSM has just won it’s 19th award – this time BEST IN SHOW at the global Direct Marketing awards, “The Caples” in New York. The campaign also picked up GOLD for Launch Campaign and BRONZE for Mobile Marketing.
The campaign has now picked up metal at many of the major award shows such as Cannes, London International Awards, Clio, Spikes Asia, Australian Mobile and App Design, ADMA and Caples. It is also the only Australian winner at Caples and London International Awards.
“Penny the Pirate” is a free interactive children’s book and mobile app that allows parents to screen their child’s vision and determine whether they may benefit from a full eye test.
Eye health is one of the most important areas of children’s academic development, with 80% of a child’s learning coming as a result of their vision. However, it can be difficult to know whether a child might need an eye test.
Working with the University of Melbourne Saatchi & Saatchi created a book that contained three key eye screenings and engaged Kevin Waldron, an award winning children’s author and illustrator to create a story that would make children want to participate.
The idea has already helped many parents recognise the importance of eye health in their children and also prompted many to seek the professional assistance of an optometrist.
Penny the Pirate has won a multitude of awards, including:
SILVER – Dimensional Mailing
BRONZE – STRATEGY: Acquisitions
SILVER – TABLETS AND OTHER DEVICES: Charities, Not For Profit and Public Information
Cannes Lions Health
Health & Wellness Lions
BRONZE – Education & Services, Clinics & Hospitals / Media: Print
Australian Mobile & App Design Awards
WINNER – Not For Profit
GOLD – Branded Entertainment & Content – Print
GOLD – Direct – Print/Mail
BRONZE – Direct – Digital/Social
Spikes Asia Awards
SILVER: Use of Direct Marketing – Mailings
SILVER: Heath & Wellness: Education & Services – Clinics, Hospitals, Retail & Facilities – print
BRONZE: Heath & Wellness: Education & Services – Clinics, Hospitals, Retail & Facilities – app
ADMA Australian Creativity & Effectiveness Awards 2014
PINNACLE AWARD – Customer Experience Award (Australia Post)
CATEGORY WINNER – CHANNEL AWARDS: Data-Driven Mail
CATEGORY WINNER – CRAFT, TECHNOLOGY & TECHNIQUE AWARDS: Apps
HIGHLY COMMENDED – CAMPAIGN AWARDS: Not-For-Profit
London International Awards
GOLD – Non-Traditional: Direct Marketing, product/service categories
BRONZE – Design: Direct Marketing – Consumer, single categories
SPECIAL AWARD WINNER – BEST IN SHOW
GOLD – Launch Campaign
BRONZE – Mobile marketing
Illustrator: (Saatchi) Kevin Waldron
Account Director: Ross Jauncey, Luke Algar
Art Director: Tara McKenty
Business Director : Catherine Harris
Copywriter: Iain Nealie
Creative Director: Matt Gilmour, Jon Burden
Designer: Jake Bruce
Executive Creative Director: Damon Stapleton
Executive Producer: (Integrated) Anna Warren
Category: Charity , Corporate and social