ADFX Awards 2016

IAPI, Ireland’s foremostplatform for celebrating the most effective advertising campaigns, announced the winners of the 2016 ADFX AWARDS last night to a sell-out audience in the Intercontinental Hotel. This year’s winners include breakthrough campaigns for Orchard Thieves, Natural Confectionary Company, SuperValu and Cadbury’s amongst others. For a full winners list visit

The spectacular 1920’s themed 2016 ADFX awards ceremony hosted by IAPI (The Institute of Advertising Practitioners in Ireland) in association with headline sponsor TV3, are widely recognised as the industry’s most prestigious and celebrated awards ceremony, showcasing the most effective campaigns over the last two years. Advertisers and agencies present detailed case studies proving the return on marketing investment.

This year’s event was the biggest yet with a 20% growth in entries over 2014 with 53 contenders in 12 categories battling it out for the long-awaited awards ceremony. 

The evening’s most coveted award, The ADFX Grand Prix, went to joint entrants Rothco and Starcom for their work on Orchard Thieves. Resulting in a major shake-up of the cider market, the campaign was also awarded Gold in the New Launch category. The case demonstrates how Orchard Thieves successfully challenged Bulmer’s cider market dominance and achieved 6.6% value share within eight months. They sold 2 million pints and 3 million bottles and cans, doubling their business case targets and reducing their payback period by 2 years. Orchard Thieves is now a global brand for Heineken and is being launched in the Netherlands and South Africa using Irish - produced assets.

Special recognition on the night went to PHD for their work on the Natural Confectionary Company partnership with Dublin Zoo - How Jelly Phants were Born, which picked up Gold in both the Small Budget and Best New Learning categories. 

Creativity at best makes something out of nothing. PHD identified a sponsorship opportunity with Dublin Zoo elephants, based on the insight that ‘families who play together stay together’. They worked with a small budget of €131,000 and managed to reach 87% of housekeeper audience. The campaign then inspired a special edition ‘Jelly Phants’ pack, the most successful ever launch. The campaign resulted in double digit value sales growth and a Revenue Return on Marketing Investment of €4.41 for every €1 spent.

DDFH&B and OMD picking up a Gold for their Waterwipes (How showing ineffectiveness proved to be dramatically effective for a plucky Irish business) campaign. This case shows how a small Irish start-up invented a chemical-free baby-wipe and took on the big multinationals in baby-care. Forensic insight into mothers inspired compelling creative work and media deployment. Within 10 months, Water Wipes doubled value market share from 11% to 21% in Ireland, despite being priced up to 3 times more than own-label wipes. This led to a Revenue Return in Marketing Investment of € 1.98 for evet €1 spent in Ireland. A new 45,000 sq. ft. factory has been built to service demand.

Commenting on the awards, Tania Banotti CEO of IAPI said, “The ADFX awards are ultimately about proving that advertising works.  The winning cases are those that prove the link between their communications activity and an increase in financial value created for the client organisation. This awards ceremony is much more than just a party. It represents a moment for us to stand up and celebrate advertising and recognise the transformational role we can play for our clients”.

For more information on the winners visit




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