So, has winning changed everything for Isobar Asia-Pacific?

“Coincidentally, after our win, we had some of the best talent in the region wanting to come and work for the agency," said Spilva. "And we managed to secure a regional contract with one of APAC’s biggest airlines. And we had our biggest ever year of growth this year.”

The ad's core idea, that winning an Agency of the Year award would result in the client pitching for the agency, instead of vice-versa, came about in a conversation about the brief. Isobar Australia's strategy director, Samantha Hardman, pointed out that when she was working client-side, she would "take one AOTY over 10 Cannes Lions". 

"That was our insight," said Carmela Soares, creative director. "An Agency of the Year title is important to clients, and that’s what makes it important to agencies. So the 'reverse pitch' idea was born.” 

The idea caught everyone's imagination, said agency ECD Dave Budge: "What a beautiful dream it would be."

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CREDITS

Agency: Isobar
Executive creative director: Dave Budge
Creative director: Carmela Soares
Strategy director: Samantha Hardman
Strategic planner: Courtney Strapps
Project manager: Amy Cook
Creative team: Lauren Moran, Fraser Nelson, Jenny Foster, Max Bengtsson
Visual designer: Augusto Jacquier
Director: John Pace
Video producer: Katerina Mitropoulos
Script: John Pace
Talent: Sreed Sathia, Hannah Camilleri, Nicholas Huntley
Cinematographer: Michael Latham
Production design & wardrobe: Zoe Lofts