BADC Awards: ‘Lag Kills’ Wins Best of Show for Publicis Worldwide

Publicis Worldwide has taken out Best of Show at the 2022 Brisbane Advertising and Design Club Awards for their ‘Lag Kills’ campaign for client Queensland Government Transport and Main Roads.

The road safety campaign took out a further two Gold and two Silver category medals on the night. Lag Kills featured an online video game stream on Twitch. The agency challenged an influential Aussie streamer, TJBirrd, to play Minecraft with 300ms ping, the same reaction delay to driving with 0.05 blood alcohol content. The result – plenty of deaths in the game, which sparked positive conversations amongst the intended audience around the dangers of drink driving.

Panel Chair and Chair of Judges – Andy Flemming said: “This was one piece of work we just hadn’t seen before. This idea completely understands who it is talking to, the terminology they use, the world they live in, the media they consume and the games they play. It was just outstanding.”

VMLY+R took home the most awards with three Gold, five Silver, and twelve Bronze with the majority of medals going to their work for clients The Coffee Club for ‘Coffee is our Middle Name’ and Bond University ‘Micro Doors’, campaigns. Digital Agencies Type + Pixel and Romeo followed with totals of sixteen and ten medals each respectively.

The 2022 BADC Awards were held this weekend at the Fortitude Music Hall in Brisbane.  Sold out with 450 people in attendance, the night was hosted again by Ian ‘Dicko’ Dickson.  After a huge show last year awarding two years in one, the 2022 show saw a return to entertainment with an energetic and inspiring dance number starting the show and revealing Dicko’s return as host. 

Client of the Year was awarded to Subway with Andy Flemming saying: “A client who absolutely understands that standing out means more than blending in. They’re different, memorable and even political.”

Once again, video advertising delivery specialists Peach sponsored the BADC Awards.

A Hall of Fame induction was made on the night with Andy Ward from BCM receiving the honour. Ward had previously headed-up Publicis Mojo’s creative team for eleven years and has a wealth of experience overseas and around Australia and has undeniably made his mark on the Brisbane creative scene since arriving in 2005.

BADC president Stuart Myerscough said: “What a fantastic night with the industry again coming together to celebrate some truly amazing creative work.

“Both the volume and quality of world class work on display is a real testament to the health of Brisbane’s thriving creative community.

“Our judging panel had a difficult task separating the field, but we congratulate all the medalists and finalists on their truly outstanding creative work.”

You can view all the work here and the medals by category and medals by entrant.