HERO Tops Best AI, Technology and Innovation Ad Agencies in AdNews Agency of the Year Shortlist

HERO has dominated The AdNews Agency of the Year’s newest and arguably most important category: Best Use of Artificial Intelligence (AI) and Technology, with its two shortlists for Mastercard Transit Tales and Instax Mindography in a field of just 4 shortlisted campaigns in total. HERO’s AI and CGI-generated campaign for Decjuba, the globally accclaimed Puffer Plane, was also a contender in the new category. HERO is also a finalist for the hotly contested title of AdNews Independent Agency of the Year.

For HERO to score 2 of the total 4 shortlists for its use of AI and Technology is testament to the innovation and forward-thinking of the agency’s advanced AI and Technology offering. For Mastercard, HERO adapted AI to make transiting a Priceless experience for its cardholders. While for Fujifilm, HERO printed memories from the ming for its Instax priner. And for Decjuba, HERO use AI and technology to put a virtual puffer jacket on an aeroplane.

This follows other HERO technical and technologic innovations over the past years, including turning a GR Corolla into a live animation machine, by mounting a camera in it and recording at high speed around Calder raceway. And for Victoria Police, HERO used cutting-edge technology to tell the tragic story of Senior Constable Laurie Fox, who took his own life but became an unexpected police spokesperson through Deep Fake technology, which recreated his likeness to spearhead a campaign breaking down the barriers that prevented officers from talking about mental health issues and suicide. The Agency also used live voice-changing technology for Maybelline, to give male gamers female personas and expose them firsthand to the shocking issue of gender harassment in online gaming.

Here are HERO’s 10 most innovative campaigns of late. All showcasing AI, technology and production innovations to deliver not just exceptional creativity. But also outstanding performance, ROI and commercial business results for its clients’ brands, in its purpose to Turn Brands Into HEROES and power outstanding marketing effectiveness through awesome creativity.

1.Maybelline New York, ‘Through Their Eyes’ showcased the toxic harassment facing women, non-binary people and other LGBTQIA+ communities in the Australian gaming universe [LBB]. The campaign was recognised at the 2024 AdNews Agency of the Year, MADC (Melbourne Advertising, Design + Creativity), One Show, Webby, Andy, AiMCO, AWARD (Australasian Writers and Art Directors Association) and the 2024 New York Festivals where it saw HERO Australia named the most award Australian agency for 2024. It was also recognised at the 2023 AWARD, Caples, Gerety and D&AD, as well as the Mumbrella, AdNews and B&T Agency of the Year Awards, as well as the 2023 MADStars where it was awarded the Grand Prix for Viral Video. The campaign was also awarded a prestigious Silver Cannes Lion in Social & Influencer- Social Purpose and saw Maybelline Australia named winner of the 2024 MFA (Media Federation of Australia) Awards for Best Long-Term Results. Here's the award-winning case study

2. Toyota Motor Corporation, ‘The C-HR Diamond Collection’ transformed a Toyota C-HR vehicle, the design if which was inspired by the edges of a diamond, into a literal diamond, crafting lab-grown gems from the car’s carbon parts in a world-first collaboration with iconic Australian jeweller Millie Savage, to position the vehicle as a premium icon. The campaign was recognised at the 2025 Spikes Asia and the WINA Festival where it was awarded the prestigious Grand Prix Media & Promo Activation, as well as Gold and Silver trophies. Check out the case study

3. Mastercard, 'Transit Tales'. This world-first AI-powered storytelling platform used real-time transit data to match each rail commuter’s journey to an AI-generated story for more than 1.2 million Sydney travellers. Mastercard Transit Tales turned mundane train rides into unforgettable literary escapes, to make them truly Priceless. To stand out in public transport payments, Mastercard used AI to transform “scroll time” into “story time” for Sydney commuters. The mobile platform reimagined eight classic novels into unexpected genres, personalised to each journey using real-time transit data. With 43 million story combinations, the campaign reignited Australians’ love of reading and showcased Mastercard’s creative use of technology. In its first month, Transit Tales inspired over 41,000 engagements and positioned Mastercard as a cultural innovator in AI-powered storytelling. See it in action here

4. Fujifilm, ‘Instax Mindography’ features the Princeton Neuroscience Institute’s Research Scientist Dr Paul Scotti combining Functional MRI (fMRI) brain scans and cutting edge machine learning to literally reconstruct memories from the mind. The campaign was recognised at the 2025 Cannes Lions for Digital Craft, D&AD, Spikes Asia, WINA Festival, Adfest, One Show and Mumbrella Awards. Check out the award-winning case study here

5. Toyota Motor Corporation, ‘Metalmorphosis’ merges camera, car, cinematography and stunt driving to tell the story of Toyota Gazoo Racing (GR). The campaign was recognised at the 2023 D&AD, SHOTS, CICLOPE International, CICLOPE APAC, AWARD and MADStars Awards, and at the Cannes Lions for Film Craft Achievement in Production. See the full film here

5. Toyota Motor Corporation, ‘Metalmorphosis’ merges camera, car, cinematography and stunt driving to tell the story of Toyota Gazoo Racing (GR). The campaign was recognised at the 2023 D&AD, SHOTS, CICLOPE International, CICLOPE APAC, AWARD and MADStars Awards, and at the Cannes Lions for Film Craft Achievement in Production. See the full film here

6. DECJUBA, ‘Puffer Plane’. HERO and Australian fashion retailer DECJUBA sent social media into meltdown, with their ‘D-LUXE Puffer Plane’ amassing over 30 million views in its first week of release and more than 120 million by the end of the campaign. Yup, they basically broke the internet. With some good old-fashioned creativity, married with some ground-breaking CGI and a touch of AI, they created the Puffer Plane, a FOOH (Fake Out Of Home) puffer-wearing Boeing 787 and rolling into a gate at Melbourne Airport. The clip was posted to Instagram and TikTok and quickly circumnavigated the globe on social media quicker than you can say “is that for real?!” And DECJUBA had Instagram and TikTokkers from Melbourne to Milan marvelling at just how crazy convincing the stunt was. Check it out here

7. Victoria Police, ‘Senior Constable Laurie Fox’ told the tragic story of Senior Constable Laurie Fox, who took his own life but became an unexpected police spokesperson through Deep Fake technology, which recreated his likeness to spearhead a campaign breaking down the barriers that prevented officers from talking about mental health issues and suicide. The campaign was awarded for its outstanding effectiveness at the 2022 APAC Effies with 2 Golds, 1 Sliver and a Commendation Special Grand Prix, helping secure HERO the title of 2022 APAC Effies Australian Independent Agency of the Year. The campaign was also awarded at the 2022 Caples, B&T and MADC Awards, as well as at the 2021 AdNews, Mumbrella, One Show, Webby, AWARD and Ad Stars Awards. You can see Laurie's moving story here

8. eBay ‘Museum of Authentics’ was a world-first sneaker showcase celebrating the rarest, most valuable and 100% authentic kicks on the planet. Created to launch eBay’s Sneaker Authenticity Guarantee, the museum featured million-dollar collections, a YEEZY-designed prototype, and swag by Perks And Mini (P.A.M.), all housed under 24/7 security at Neon Parc in Melbourne. The campaign reimagined classical art across social, street posters and influencer collabs, with sneakerheads queuing for a once-in-a-lifetime look at the real deal. It was a culturally fresh and grassroots way to reconnect eBay with Australia’s sneaker community and reinforce its legacy as the OG home of authentic sneaker culture. The campaign was recognised at MADStars (Bronze in Media – Special Events & Stunts; Crystal in Brand Experience, PR, Entertainment and Media), AWARD (Bronze in Experiential) and Caples (Bronze in PR and Integrated). See the full showcase here

9. Worksafe, ‘It's Never You Until It Is’. Winner of a prestigious Effie for its outstanding effectiveness, this campaign was created to reach the many agricultural workers across Australia who think that a serious incident won’t happen to them. Yet generations of unchecked work habits put them at greater risk than any other workplace. The ‘It’s never you, until it is’ campaign was created to challenge this mindset. Victorian farmers represent 3% of the workforce, but approximately 30% of all workplace deaths. This incredibly dangerous industry is highly resistant to change though. This behavioural change campaign focusses on the hardest to engage audience: family farmers who believed they were bulletproof and didn’t need to be told what to do. The launch campaign ran across regional television, print, radio, digital and social media channels and started a 5-year culture change within the industry which has seen dramatic changes in how farmers see their role in workplace safety. See the full case study here.

10. Menulog, ‘Snoop’. Menulog is a brand for whom HERO scored numerous accolades for campaigns including ‘Menulog Snoop’ featuring rapper Snoop Dogg, ‘SNACKDOWN!’ for the NSW National Rugby League (NRL) State of Origin and the Menulog #DeliveryDance which was hailed as a top TikTok campaign at the time. Award recognition included two Bronze Effies at the 2021 Australian Effies in 2021, which helped secure HERO the title of 2021 Australian Effies Independent Agency of the Year, as well as at the Mumbrella Awards and for 2021 AdNews Social Media Campaign of the Year for #DeliveryDance. Watch Snoop drop it like it's hot here