Effie Awards 2012

WINNERS 2012WHATEVER WORKS, WORKS.

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2 Welcome

3 Judges

4 Gold Winners’ Case Studies

THE AWARDS SPONSORED BY

10 Grand Effie®

10 Most Effective Client of the Year

11 Most Effective Agency of the Year

11 Hardest Challenge

12 Sustained Success

14 Best Strategic Thinking

17 Most Effective Integrated Campaign

19 New Product or Service

20 Fast Moving Consumer Goods (FMCG)

21 Most Effective PR/Experiential Campaign

22 Retail/Etail

23 Social Marketing/Public Service

24 Charity/Not for Profit

25 Most Progressive Campaign

26 Consumer Services

28 Consumer Durables

28 Most Effective Digital/Social Media Campaign

29 Limited Budget: less than $300,000

I write this without knowing who tonight’s Effie Award winners are, but I am certain of two things.

Firstly, the process has been rigorous. The contenders were

judged in three stages by a large number of the best in the industry, from both the client and agency sides. And esteemed international guest judge Charlie Robertson joined the executive judges for a lengthy discussion before the final selection was confirmed.

Secondly, no one will agree with every decision. That’s partly because of our competitive natures. We are all highly skilled at finding new ways to argue that what we have is superior to that of our competitors.

It’s also due to the increasing complexity of our industry. Defining effectiveness has never been more challenging. To start with, there’s the balancing act between short-term and long-term measures. Which should we prize more highly?

And the definition of ‘great creative’ continues to broaden to encompass break-through thinking led by anything from product design through to media, digital and PR innovation – making judging even trickier.

But I also know that debating all these issues makes us better.

So let’s respect the judges’ decisions, heartily congratulate the deserving winners, then enjoy the inevitable discussions that will last for days afterwards.

David ThomasonChair of Effie Awards 2012

Effie recognises and rewards the most effective campaigns of the past year or so. Those campaigns that are built on sound strategic insight that leads to a great creative

idea and execution and then delivers a measurable and directly attributable return on investment. Ultimately, this is what our clients expect of us, and it’s what we all must strive for every day we come to work.

We work in a highly innovative industry that has the power to change our clients’ businesses, to define and grow new markets and ultimately make New Zealand a more prosperous and better place to live.

That’s why the Effie Awards are so important for agencies and their clients alike. They aim to recognise, educate and encourage effectiveness among the marketing communications industry and clearly prove the value that effective creative ideas deliver.

We continually improve the Effie Awards process and we ran judging in Wellington for the first time this year. The feedback from all those involved has been very positive – so we’ll make it a regular part of the Effie Awards calendar from here on in.

Judges were particularly interested to see clear proof that the results were the outcome of the campaign. Those entries that didn’t make the case or didn’t paint the whole picture simply didn’t make the cut.

This booklet not only celebrates the winners, but also captures some of the learnings from the winning entries in an effort to share best practice with the industry. Keep it. Refer to it.

The Effie Awards would not be possible without the valued support and commitment of our commercial partners and sponsors. CAANZ would also like to acknowledge TVNZ and ANZA for their ongoing association with the Effie Awards.

Thanks to David Thomason, Chair of the Effie Awards for leading the process this year and to Convener of Judges, Lew Bentley. Thanks also to the entire judging panel and particularly Charlie Robertson from Red Spider for making the trip to Auckland for the executive judging session.

Charlie brought an international perspective and a high degree of rigour to the final round of judging. His view was that the gold winners were genuinely world class.

Congratulations to all the winners.Paul Head

Chief ExecutiveCommunication Agencies Association



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The competition for Effie Awards this year was as tough as ever.

We received 170 entries overall, with 90 making it

through to the category judging round. A few more finalists have received awards compared to last year.

I would like to thank all of the judges who gave their valuable time. We had a total of 174 judges across three days in Auckland and Wellington. And we were privileged to have the support of our international guest judge Charlie Robertson from Red Spider.

There were some tremendously strong entries that rose to the top with tight, well-crafted stories of business success driven by campaigns that were well thought through and perfectly executed.

The winning campaigns all managed to show how they overcame difficult situations with a mix of clever strategy and compelling creative. They also clearly showed how it

Aaron WhiteAbe DewAlistair JamisonAndrew ReinholdsAndrew StephensonAndy McLeishAngela SpainAnna St GeorgeAnna GavinAnne LipshamAnnemarie DuffAnt SalmonAnthony McLaganBen GoodaleBen NorthropBen RoseBill GianottiBrian Van Den HurkBridgette YatesCatherine RobertsonChris BleackleyChris LamersChris MonaghanChris VaughanChrissy PayneClaudia MacdonaldDaniel BarnesDarryn MelroseDavid Bell

David BowlesDavid McIndoeDavid SchnellenbergDavid WaldenDavid InnesDavid MacGregorDebby GinessDebra HallDerek LindsayDianne HeadDonna BaylisEmma McLeanEmma PoppingFleur HeadGeert KeyaertsGeorge LanglandsGill StewartGreg ForsytheGreg JonesGreg WhithamHarri OwenHayley PardoeIan SutcliffeJacqueline IrelandJacqueline SmartJames BickfordJames WhitakerJane StanleyJanisa Parag

Jarad O’HaraJason AndersonJason MarraJason WellsJeremy HuntJeremy TaineJim MoserJo KellyJo ReidJohn BuckleyJohn DeeJohn McClintockJohn PlimmerJonathan DoddJono HalesJose AlomajanJustin MowdayKamran KazalbashKate SmithKath WatsonKathryn BruceKathryn ThomasKatrina HortonKay BoyleKeeley SanderKeith NorrisKevin StroudKim GirbinKyle Morris

was the campaign specifically that delivered great results.There were several main reasons why entries didn’t

succeed. Some were interesting campaigns with only modest results, or were unable to demonstrate a clear return on investment. Others were descriptions of campaign activity without a strong connection between business objectives and outcomes. Some were let down by weak and confusing writing, or poorly evidenced results. And in the digital category there were some that had digital elements but were not truly conceived as digital campaigns.

We congratulate and celebrate the winners. There are some great examples of advertising at its best. Both clients and industry practitioners can rest assured that there is some excellent, effective advertising in New Zealand.

Lew BentleyConvener of Judges

Laura GoldieLee ParkinsonLeigh GrahamLeighton HowlLinda MajorLindsay MouatLivia EsterhazyLou KivellLouise BondLouise PaulLucinda SherborneLwindi EllisLyndsey FrancisMarcelle BakerMargaret WhittenMargaret HawkerMargaret ReidMark PickeringMartin WaigunyMatt BaleMatthew MastersMegan ClarkMegan NagelMichael RedwoodMichelle LeadsomMike FredricsonMike O’SullivanMurray ReidNatalie Sutherland

Nick GarrettNick WorthingtonNicky AshtonNigel DouglasNigel GrantNigel KeatsNikki McKelvieOlivia PrenticeParris DowneyPatrick MurrayPaul CatmurPaul GrahamPaul IrwinPaul SinclairPaul WilsonPaula SnowdenPenny HarviePhilip O’NeillRachael AllisonRachel PrinceRawinia NewtonRegan SavageRichard AitkenRichard LosebyRichard StevensRichard SmithRob JackRob BreeRob Clark

Robert HarveyRon SneddonRufus ChuterRupert PriceSam IrvineSarah HodgettsSarah MeikleScott WallaceScott HendersonScott WrightSean McCreadySean KeaneySlade GillSpencer WillisStephanie GraySteve ClarkSteve KaneSue GillSusan CassidySuzanne BullTodd CollingsTom DavidsonTony BradbourneTracy LeeVicky UptonVivien BridgwaterWendy RaynerZac StephensonZoe Alden

JUDGES

4 2012View online – www.caanz.co.nz

Category: Grand Effie, Best Strategic Thinking, Most Effective Integrated Campaign, Fast Moving Consumer Goods (FMCG) Award: GoldAgency: DDBClient: LionTitle: Steinlager – Believe

SummaryThe biggest party was in town, and Steinlager was not invited. Long-time sponsor of the All Blacks, Steinlager was restricted from leveraging this when 2011 Rugby World Cup (RWC) fever struck New Zealand. But this did not stop Lion and DDB from devising a clever campaign to boost sales and show the brand’s support for the national team. A simple white can held the answer and is responsible for winning Gold Effies in the Fast Moving Consumer Goods (FMCG), Most Effective Integrated Campaign and Best Strategic Thinking categories, along with being awarded the coveted Grand Effie.

Key LearningsThe last time the All Blacks had won the RWC was in 1987, when Steinlager came in a white can. Since then the beer market had changed a lot, and winning the Webb Ellis trophy has slipped from the All Blacks hands many times. However, Steinlager had been an unconditional supporter of the All Blacks throughout this time, and this held the key for DDB to win the hearts of Kiwis.

Marketing Challenge & ObjectivesWhile the RWC party would naturally drive an increase in beer sales for all, due to the event sponsorship arrangements Steinlager was excluded from key stadiums and party zones where fans would flock. Likewise, strict advertising rights across networks and stadiums prohibited Steinlager from pushing its association with the All Blacks. The challenge was to win a place in Kiwis’ hearts and convert this to sales – in both off and on-premise outlets not directly involved with the RWC.

Creative Insight & StrategyStrategic thinking came to the fore. Lion put everything behind the white can and its belief the All Blacks could win – it had been a supporter for 25 years, it was not about to give up now. For the first

time since the 1990s, Steinlager was back in the white can, and for the first time since the 1980s it was available in some of New Zealand’s trendiest bars.

Communications StrategyAn integrated approach was planned and timing was everything. With media lockdowns in place around the RWC for non-sponsors, DDB knew it was crucial to hit hard and hit early. The launch of the 60-second TVC coincided with the distribution of the white can in outlets. It followed the years from 1987 to the present, for one Steinlager drinker who had kept his white can and would not open it until the All Blacks won again.

In the build up to the RWC, Steinlager capitalised on key All Black milestones, such as the squad announcement, ensuring the We Believe advertisements sat alongside the news sections.

Press, billboard and Facebook were all used continuously to give high impact when needed, and build a sense of destiny.

The day after the All Blacks won, high reach media was chosen to deliver the picture of the open can around the country.

ResultsThe little white can from the 1980s was an outstanding success for Lion. The fizz it created, on all levels, paid off several times over.

Core business and marketing measures leapt ahead. There was a surge in brand love and Steinlager sales were well above what was expected for both the white cans, and the Steinlager family overall.

It certainly struck a chord with patriotic Kiwis and engaged drinkers with the brand like never before. The very nature of taking on the big guns and borderline legality of the campaign generated a huge groundswell of support – from featuring on television news stories to being emblazoned across t-shirts, this was a campaign that got the nation thinking.

• GRAN

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5View online – www.caanz.co.nz2012

Category: Sustained SuccessAward: GoldAgency: TBWA Digital Arts NetworkClient: 2degrees MobileTitle: Zero to one million in just three years

SummaryFor the past three years 2degrees Mobile has helped a million Kiwis have a natter. This was no easy task in the mobile communications market. But, as the third entrant just trying to make it a fairer playing field it has certainly made in-roads. Thanks to the team at TBWA Digital Arts Network it has also won a Gold Effie in the Sustained Success category.

Key LearningsIf you are going to take on the big guys in the mobile market, you have to be in it for the long term. The team at 2degrees and TBWA knew it would be a challenge to break the duopoly that had existed for many years, but they also knew that many customers were feeling locked in. That was all about to change.

Marketing Challenge & ObjectivesThe challenge was to break into the duopoly and accrue customers at a rapid rate. It was necessary to shake up the market and build a critical mass of customers in order for the operation to survive. In order to do this it was essential to build awareness and love of the brand, so that people would sign up and leave their other provider behind.

Creative Insight & StrategyConsumer insights revealed that people were not interested in swapping for the sake of a few dollars. But they were fed up with the similarities of most plans and felt some of the conditions were unfair. 2degrees’ brand proposition was to make the mobile market a fairer place. Its first year was about revolutionising prepay and the second and third years were about changing the game for pay monthly accounts and broadband.

It has been important to evolve the creative executions over the years, showing how 2degrees has grown from being a newbie, to an established telecommunications operator.

Communications StrategyOver the past three years the full gamut of communications has been used. In particular, it was important to use television to build awareness, outdoor to give a feeling of scale and permanence and social media, along with store openings, to generate a groundswell of support.

The communications have evolved over the years, moving away from a reliance on television and broadcast media, towards more narrowcast and engaging platforms. To remind people of the on-going 2degrees mission social media presence has been upweighted to bring to life elements of a television campaign. Currently, 2degrees outnumbers its competitors on Facebook by 54%.

ResultsBy wanting to make it fairer for all, 2degrees has outstripped all its initial targets. The brand has been recognised as one of the most successful third entrants to launch into telecommunications anywhere in the world. What this means is that it acquired more than one million customers in three years – it was only expecting to have 725,000.

It has kept a strong presence in the market by keeping brand awareness high. Along with building a love of the brand around its well targeted communications and mission to make it fair for all. It has forced the industry to bring prices down which has seen call volumes increase.

What next?

• SUSTAINED SUCCESS


Category: Hardest Challenge, Best Strategic Thinking, Social Marketing/Public Service Award: GoldAgency: Clemenger BBDOClient: New Zealand Transport AgencyTitle: Legend

SummaryThe ongoing issue of drinking and driving is one the New Zealand Transport Agency (NZTA) continues to look for new ways to combat. With young guys in particular, getting them to speak up and tell a mate not to drive drunk is awkward. However, Clemenger BBDO struck gold with its Legend campaign. It has won Gold Effies in the Social Marketing/Public Service and Best Strategic Thinking categories along with winning the prestigious Hardest Challenge award too.

Key LearningsFor NZTA the key was to connect with young male drivers, particularly those living in rural or provincial areas. Drinking is a common way of socialising, and driving is the most common way of getting home (even if you have had too much to drink). The Legend campaign, known for its key phrases such as “ghost chips” and “I’ve been internalising a really complicated situation in my head” has resonated with this group and given them a way to stop a mate driving drunk.

Marketing Challenge & ObjectivesNZTA’s campaign against drunk driving has been going for years. It had already shown guys the consequences of driving drunk and the message was getting through. The next challenge was to cut through the alcohol haze and change behaviour. This required a campaign that would have high levels of recall and relevance, and create a dialogue between mates to get them to stand up and stop their mate driving.

Creative Insight & StrategyThe campaign acknowledged the feelings and anxieties of young guys about speaking up. The aim was to help them be a “Legend” by stopping a mate driving drunk. The “ghost chips” TVC was the key creative execution. Based around a group of guys partying, it

portrayed a truth that everyone can relate to – it’s bloody hard to question a mate about whether he should drive. The funny and memorable dialogue of the TVC used humour to diffuse the situation and ultimately gave people triggers to create their own version of the story.

Communications StrategyMass awareness was critical for this campaign along with being able to connect as close to the drinking moment as possible. Television was the most cost-effective way to reach widespread provincial and rural audiences to deliver a highly emotive message with frequency. The TVC launched during the final of the 2011 Rugby World Cup, when mates would be watching television together.

More direct mediums were used to get closer to the moment of truth and reinforce the key message. The message “Stop a mate driving drunk. Legend” was printed on beer packaging for free, and bar runners and coasters were replaced in pubs with a Legend version. Billboards were placed in high risk provincial areas and radio was used in the build-up to key drinking periods. The TVC was posted on YouTube.

ResultsThe results were astounding, and delivered well above expectations. The unprompted recall was 57% which is the highest ever recall for a drink-drive campaign. It rated 60% for relevancy amongst young guys which was exceptionally high for a social marketing campaign designed to change their behaviour.

The Legend campaign helped to start a conversation amongst the core audience, and got the nation talking via the campaign and the positive news coverage it generated. “Ghost chips” was a powerful story and it got young guys talking with each other about drink driving and owning the message.

• HARDEST CHALLENG

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SummaryThe team at Barnes, Catmur & Friends delivered a perfect campaign for Boundary Road Brewery to launch its new range of craft beers in a way that appealed to consumers and delivered outstanding sales in its category in supermarkets.

Consumers were engaged right from the start via social media to help decide which beer the brewery should launch with. By making this personal connection and using a clever online strategy to reinforce it and keep the conversation going through to the launch phase and beyond, this campaign has been awarded a Gold Effie for New Product or Service and Most Effective Integrated Campaign.

Key LearningsIt was essential the Boundary Road Brewery range of beers had a presence and connection with consumers, even before the first commercial beer was brewed. There is a wide choice of craft beers in supermarkets, therefore it was crucial consumers would pick a Boundary Road Brewery beer over all others.

Marketing Challenge & ObjectivesThe craft beer market is competitive. It is typified by two main competitors and a number of other entrants which have a dedicated following of consumers. The challenge for the agency was to build the same dedicated following for Boundary Road Brewery beers from scratch. With the agency responsible for the design, packaging, naming and launch campaign of the brand, this gave the perfect opportunity to develop an integrated campaign to build a loyal base of customers.

Creative Insight & StrategyCraft beer is by its very nature, individualistic, and its consumers

likewise. A personal bond was essential, and Barnes, Catmur & Friends decided the best way to do this was to invite consumers to be involved in everything from choosing the craft beer to how it would be presented to market.

Everything was designed in the integrated strategy to drive consumers online and keep them involved. The strategy being, that once they were in the supermarket they would naturally be drawn to “their beer”.

Communications StrategyThe aim was to start a conversation about beer and the communications strategy was to ensure the Boundary Road Brewery was in the right online environment to make this happen. Website and Facebook pages were developed and fed by banner ads (along with press and some outdoor executions). Beer Tasters were called for via Trade Me, with 999 successful applicants chosen.

ResultsThis clever integrated campaign, with digital at its core, has delivered beyond expectations. The aim was to break even in the first year. The brand launched in September 2011 and six months later had already achieved this.

The campaign’s target was to get 5% of the local craft beer market in its first year. By its first six months it was sitting at 13% and its forecast for its first 12 months has been significantly revised.

Before the first beer had been brewed, this campaign had attracted more than 7,000 Facebook fans, complemented by the website driving strong consumer interest.

Once launched, the overall interest in this category has grown, with Boundary Road Brewery being responsible for driving more than 60% of this growth.

Category: Most Effective Integrated Campaign, New Product or ServiceAward: GoldAgency: Barnes, Catmur & FriendsClient: Boundary Road BreweryCampaign: Boundary Road Brewery

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SummaryWho would have thought one skatepark could deliver so much? Yet, the Mountain Dew Pinball Skatepark built such brand love and connection with its audience that sales of the global soft drink, and its three new variants, skyrocketed. Frucor Beverages Ltd is still receiving requests to bring the skatepark back, but for now it can bask in the glory of winning a Gold Effie for Most Effective PR/Experiential Campaign along with Colenso BBDO.

Key LearningsThe carbonated soft drinks category is cut-throat, and with many of the major brands all looking for ways to engage with key youth markets it was essential to have a ground breaking campaign which resonated with the audience. By honing in on young guys aged 15-19 years and giving them something which would be part of their action-packed days, Colenso BBDO built a winner.

Marketing Challenge & ObjectivesMountain Dew is a major player in the carbonated soft drinks category internationally, yet it needed to gain traction in New Zealand. The opportunity arose with the launch of three new variants. It would have been easy to use international creative, but the team at Colenso BBDO knew that to add some fizz to the local launch would deliver superior results and meet the aggressive sales targets that were set.

Creative Insight & StrategyMountain Dew is the high-energy octane that can fuel young guys’ active lifestyles. The key was to bring “Do the Dew” to life and let these guys experience what this meant. Hence, the big idea to build a 600sqm skate park in Auckland themed

around the new Mountain Dew variants. It was more than just a skate park. It was a super-sized pinball machine, that you could skateboard or ride your BMX around. And, it was not so much a ride, but more about pushing the boundaries to become a human pinball.

Communications StrategyIt was essential for Mountain Dew that young guys had the best experience. Therefore, professional BMX riders and skateboarders were engaged to help with the design and ultimately spread the word amongst their community. An invitational skateboard competition was used to expand the awareness before the park was opened to the public.

Alongside this, youth television – Four – was enlisted to film and air a 10-episode series on the skatepark build and other communciation activity built on the brand experience. But the ultimate brand communication was to experience the ride itself.

ResultsThis campaign scored for Mountain Dew seeing it grow 41 times ahead of the category. It drew media attention and engaged the core target with the brand. This drove a change in consumer behaviour and resulted in a huge growth in sales.

This translated into the consumers wanting to go out and buy Mountain Dew. Sales of the three new variants, along with the original flavour, all grew significantly and this was achieved without cannabilising sales of Mountain Dew Original.

It boosted all the right brand metrics, turning the dial up on brand love measures along with talkability and coolness.

It was picked up by more than 100 international news channels, along with thousands of mentions in blogs and websites. It was also tweeted by Tony Hawk, internationally renowned skateboarder.

Category: Most Effective PR/Experiential CampaignAward: GoldAgency: Colenso BBDOClient: Frucor Beverages LtdTitle: Mountain Dew Pinball Skatepark

• MO

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Category: Retail/EtailAward: GoldAgency: Barnes, Catmur & FriendsClient: Hell PizzaTitle: Pizza Roulette

SummaryThis Gold winning campaign grew out of extensive research and a strong strategic insight. Pizza Roulette was developed to help Hell Pizza grow its business, and avoid the cut-price trap often associated with the quick serve restaurant industry. The gamble paid off. Pizza Roulette created record sales, an onslaught of new customers and even caught the attention of international media. It also won a Gold Effie for Barnes, Catmur & Friends in the Retail/Etail category.

Key LearningsIn order to spice up Hell Pizza’s offering it was necessary to bring the brand and the product closer together. Consumer insights revealed the brand credentials were very strong, but not always borne out in the product offering.

Marketing Challenge & ObjectivesThe marketing challenge was to defy conventional wisdom and avoid a price war. With the recession biting, the lure of dropping price to drive sales was strong. But Hell Pizza has never been about following convention. Instead it backed an over-the-top hot chilli sauce.

The aims were simple enough – bring back profitable growth; drive new customer growth and do it in a way that was true to the brand – but could it be achieved?

Creative Insight & StrategyWhat could be more Hellish than ordering a pizza, and playing a kind of Russian roulette whereby you could get your tastebuds blown away with the world’s hottest chilli sauce? Pizza Roulette meant one slice of pizza would have the devilishly hot sauce on it – only you would not know which piece until you bit into it and your mouth exploded!

There was no cost to the consumer, all they had to do was ask to play when they ordered their pizza. A single drop of the nuclear sauce was added for free to a random slice of their pizza. Which culminated nicely in the line “Pizza Roulette. It doesn’t cost, but somebody pays”.

The creative execution started with the packaging itself and was integrated across all channels.

Communications StrategyThe road to Hell was clear. Bus shelters near Hell Pizza outlets were used to show a massive list of unlikely hazards that Pizza Roulette would not be responsible for, and this disclaimer was reinforced on the pizza packaging. A Facebook competition encouraged 48,000 fans to upload videos of themselves playing Pizza Roulette.

Once that was rolling the message was integrated into television. Engagement was generated by targeting youth television and the campaign was given scale with a national campaign to capitalise on the momentum that had already been created.Local flavour was provided by the 65 Hell stores around the country.

ResultsHell Pizza’s results from this single retail promotion have been remarkable, especially when it has been such a tough year in this category.

Sales were blown away. By the time the Pizza Roulette promotion had ended, the annual sales targets had already been achieved. Profitability was up too. With 80% of Pizza Roulette sales being the more profitable double-sized pizza, retailing at full price.

The buzz around the promotion also brought in a 17.5% year-on-year increase in new customers.

It even attracted the interest of CNN, and became a news story with numerous other international and local media outlets.

• RETAIL/ETAIL


Most Effective Client of the Year

2degrees Mobile

SPONSORED BY:

GRAND EFFIE

SPONSORED BY:

GOLD Steinlager – Believe

Agency: DDBAndy Fackrell – Group Executive Creative DirectorToby Talbot – Group Executive Creative DirectorRegan Grafton – Deputy Creative DirectorDamian Galvin – Art DirectorRory McKechnie – CopywriterLucinda Sherborne – Head of PlanningDavid McIndoe – Planning DirectorScott Wallace – Group Business DirectorJonathan Rea – Account ManagerRAPP TribalAaron Goldring – Creative DirectorIan Hulme – Digital StrategistMangoRebecca Rassie – Account ManagerZenithOptimediaSophia Quilian – Business DirectorSunita Bhana – Media Director

Client: LionDanny Phillips – Brand DirectorTodd Gordon – Marketing ManagerBrent Robinson – Sponsorship DirectorJanna Tipler – Assistant Brand Manager


Most Effective Agency of the Year

DDB

Congratulations to DDB, this year’s recipient of the Gold Effie for Most Effective Agency of the Year, recognised for the significant contribution made by an agency to the success of its clients.

This year’s competition was as tough as ever, but DDB have taken back to their Grey’s Avenue tower the coveted Grand Effie and a further three Gold Effie Awards; Sustained Success, Best Strategic Thinking and Most Effective Integrated Campaign. Add to this a Silver Effie in the Consumer Durables

Hardest Challenge

SPONSORED BY:

GOLD Legend

Agency: Clemenger BBDOPhilip Andrew – Executive Creative DirectorBrigid Alkema – Creative Director/WriterMitch Alison – WriterLinda Major – Director of Social MarketingJulianne Hastings – Account DirectorHayley Smith – Account ExecutiveOMDAnnabelle Wilkinson – Business DirectorEmily Goulden – Account Manager

Client: New Zealand Transport AgencyRachel Prince – Advertising ManagerPaul Graham – Principal Scientist Strategic Directions

category it’s a great result from a total of 9 finalist entries.DDB’s Gold Effie Awards all came from the Steinlager - Believe

campaign. This campaign, for client Lion, showed a tremendous ability to think their way through very tight marketplace constraints to deliver a great campaign that delivered the goods.

DDB is a worthy winner of the Most Effective Agency for 2012. They can be very proud of their achievements. They are setting the pace. Congratulations DDB.

SPONSORED BY:


Sustained Success

SPONSORED BY:

GOLD 0 to 1 million in just three years

Agency: TBWA Digital Arts NetworkGeoff Devereux – Managing DirectorRoss Howard – Digital Creative DirectorDavid Minty – Digital CreativeHenson Tan – Digital Producer Whybin\TBWADavid Walden – CEOAndy Blood – Executive Creative DirectorCraig Farndale – Creative DirectorConnan James – Creative DirectorChris Childerhouse – Creative Group HeadCarl Lough – Creative Group HeadMichael Goldthorpe – CopywriterTamryn Kerr – Art DirectorTracy Lee – Planning DirectorJulie MacIver – Senior PlannerNatasja Barclay – Group HeadNick Bulmer – Account DirectorSarah Cowan – Senior Account ManagerSimon Mills – Account ManagerSarah Williams – Group Account Director Mandy Eckford – Account DirectorOlivia Wright – Account DirectorKatie Theed – Account DirectorRebecca Richardson – Account DirectorMark Paisey– Studio Manager Michelle Hong – Studio Manager Marg Slater – TV ProducerPip Mayne – TV ProducerGus Roberts – Creative DirectorCorey Chalmers – Creative DirectorDeborah Simpson – Planning Director

Client: 2degrees MobileEric Hertz – CEO Larrie Moore – Chief Marketing OfficerMalcolm Phillips – Chief Marketing Officer


Sustained Success

SILVER Grants Corner to Corner 2009 – 2012

Agency: bcg2Abe Dew – Director Strategy & PlanningDeborah Cashmore – Account DirectorMichael Jarvis – Managing DirectorJames Blackwood – CEO & ECDAndrea Glidden – CopywriterFluxxMark Pickering – Director MANGOClaudia Macdonald – Managing Director

Client: LionNigel Owen – Brand Manager – Spirits Hayden Harvey – Brand ManagerMichael Morton – Global Spirits Marketing ManagerSusan Cassidy – Marketing Manager – WineCraig Baldie – Marketing Director – Spirits

Sustained Success

BRONZE Campaign for Action on Family Violence: Influencers

Agency: DraftFCBBrian van den Hurk – Managing Director, Social ChangeDavid Thomason – Planning DirectorJane Wardlaw – Account DirectorSarah Raine – Senior Account ManagerJames Mok – Group Executive Creative Director AustralasiaMurray Watt – Creative DirectorScott Kelly – Senior CopywriterLeisa Wall – Art DirectorJane Langley – Senior Copywriter

Client: Ministry of Social Development/Families CommissionTrish Green – Project LeaderTeresa Pomeroy – Project Manager


Best Strategic Thinking

GOLD Steinlager – Believe Agency: DDBAndy Fackrell – Group Executive Creative DirectorToby Talbot – Group Executive Creative DirectorRegan Grafton – Deputy Creative DirectorDamian Galvin – Art DirectorRory McKechnie – CopywriterLucinda Sherborne – Head of PlanningDavid McIndoe – Planning DirectorScott Wallace – Group Business DirectorJonathan Rea – Account ManagerRAPP TribalAaron Goldring – Creative DirectorIan Hulme – Digital StrategistMangoRebecca Rassie – Account ManagerZenithOptimediaSophia Quilian – Business DirectorSunita Bhana – Media Director



SPONSORED BY:

GOLD Legend

Agency: Clemenger BBDOPhilip Andrew – Executive Creative DirectorBrigid Alkema – Creative Director/WriterMitch Alison – WriterLinda Major – Director of Social MarketingJulianne Hastings – Account DirectorHayley Smith – Account ExecutiveOMDAnnabelle Wilkinson – Business DirectorEmily Goulden – Account Manager




SILVER Mountain Dew Pinball Skatepark Agency: Colenso BBDONick Worthington – Executive Creative DirectorVictoria Daltrey – Art DirectorWill Bingham – CopywriterDan Wright – Digital Creative Director Jae Morrison – Director Angela Watson – Group Account Director Tim Ellis – Senior Account DirectorSam Wallace – Account ManagerEileen Cosgrove-Moloney – Account ExecutiveHayley Pardoe – PlannerRob Linkhorn – ProducerPaul Courtney – ProducerJames McMullan – Digital Producer Pablo Dunovits – Senior Digital DesignerMatt Visser – Flash DeveloperWarren Green – Director – Satin and LaceOMDAndrew Reinholds – Media Jarrod Hunt – Media

Client: Frucor Beverages LtdAmanda Lyon – Marketing ManagerJoanna Hollins – Senior Brand Manager


BRONZE Pizza Roulette Agency: Barnes, Catmur & FriendsPaul Catmur – Executive Creative DirectorDaniel Barnes – Executive Creative DirectorKatya Urlwin – Sr Account ManagerCrispin Schuberth – Head of ArtBrad Stratton – CreativeJesse Stevens – Creative

Client: Hell PizzaStu McMullin – General Managing Partner Callum Davies – General Managing Partner



BRONZE What’s My Number?

Agency: DraftFCBBrian van den Hurk – Managing Director, Social ChangePaul Irwin – General ManagerDavid Thomason – Planning DirectorDonna Baylis – Account DirectorLucie Watson – Account ManagerJames Mok – Group Executive Creative Director AustralasiaMurray Watt – Creative DirectorJosh Stuart – CreativeAnne Lipsham – Strategy DirectorBlair Alexander – Media ManagerDaniel Currin – Senior Media Planner/BuyerGrace Macalincag – Media Planner/BuyerAngela Spain – General Manager PRKimberly Kastelan – Senior Account Manager PRSteph Pearson – Senior Digital Media Planner/Buyer

Client: Electricity AuthorityTodd Collings – Programme & Procurement ManagerBronwyn Christie – Project AdministratorAnthony McLagan – Consultant


BRONZE The Easy As Guide to a Distinctive DIY Experience

Agency: DraftFCBDavid Thomason – Planning DirectorFleur Head – Head of Account ServiceBrodie Lawry – Account DirectorMurray Watt – Creative DirectorMike Fredricson – Media DirectorExposureKevin Denholm – TV Director TVNZLance Hipkins – Producer

Client: Mitre 10 (NZ) LimitedEleanor Downs – Marketing Operations ManagerDave Elliot – General Manager MarketingSophie Rose Nicholas – Promotions Co–ordinator


Most Effective Integrated Campaign

SPONSORED BY:

GOLD Boundary Road Brewery

Agency: Barnes, Catmur & FriendsPaul Catmur – Executive Creative DirectorDaniel Barnes – Managing PartnerCrispin Schuberth – Head of ArtSally Willis – Account DirectorNicholas Gallagher – Account ManagerLuke Farmer – Head of Account ServiceRob Longuet-Higgins – CreativeRob Cook – CreativeBrad Stratton – CreativeGreg Elisara – Head of DigitalJesse Stevens – CreativeMatt Weavers – Creative

Client: Boundary Road BreweryBen Shaw – Marketing Manager BeerAdam Maxwell – General Marketing Manager



Agency: DDBAndy Fackrell – Group Executive Creative DirectorToby Talbot – Group Executive Creative DirectorRegan Grafton – Deputy Creative DirectorDamian Galvin – Art DirectorRory McKechnie – CopywriterLucinda Sherborne – Head of PlanningDavid McIndoe – Planning DirectorScott Wallace – Group Business DirectorJonathan Rea – Account ManagerRAPP TribalAaron Goldring – Creative DirectorIan Hulme – Digital StrategistMangoRebecca Rassie – Account ManagerZenithOptimediaSophia Quilian – Business DirectorSunita Bhana – Media Director




SILVER What’s My Number?

Agency: DraftFCBBrian van den Hurk – Managing Director, Social ChangePaul Irwin – General ManagerDavid Thomason – Planning DirectorDonna Baylis – Account DirectorLucie Watson – Account ManagerJames Mok – Group Executive Creative Director AustralasiaMurray Watt – Creative DirectorJosh Stuart – CreativeAnne Lipsham – Strategy DirectorBlair Alexander – Media ManagerDaniel Currin – Senior Media Planner/BuyerGrace Macalincag – Media Planner/BuyerAngela Spain – General Manager PRKimberly Kastelan – Senior Account Manager PRSteph Pearson – Senior Digital Media Planner/Buyer



BRONZE Chopper

Agency: .99Craig Whitehead – ECD/CEOJarad O’Hara – Managing Partner – Client ServiceKathryn Thomas – Senior Strategic PlannerPaul Hankinson – Creative DirectorNic Hall – Deputy Creative DirectorMark Easterbrook – Head of CopyTom Cunliffe – CreativeZac Lancaster – Creative Therese Bielawa – TV ProducerVictoria Graves – Group Account DirectorChrissy Powlesland – Account DirectorHelen Prangley – Account Director

Client: WestpacMartine Jager – GM Marketing and Customer ExperienceSuzie Marsden – Head of BrandMichael Healy – Senior Brand ManagerBec Reynolds – Brand ManagerBec Williams – Community Sponsorship Manager


New Product or Service

SILVER The Icebar Co.

Agency: Colenso BBDONick Worthington – Creative ChairmanSteve Cochrane – Executive Creative DirectorLevi Slavin – Creative DirectorJae Morrisom – Art DirectorMarcelle Baker – Group Account DirectorSaya Tran – Account DirectorJames Cummins – Account ManagerSue Gill – Senior PlannerRob Linkhorn – ProducerKate Slavin – Designer, Typographer, IllustratorOMDOMD – Media Film ConstructionAndy Morton – Director Roi Macgregor – ProducerDan Kircher – Editor

Client: Tip TopFiona Hyland – General Manager of MarketingPip Casey – Marketing ManagerNatacha Clark – Senior Brand Manager


BRONZE Z is for New Zealand (The Launch of Z)

Agency: Assignment GroupKim Wicksteed MBMMatt BaleMediacomNigel Douglas – Managing Director

Client: Z EnergyJane Anthony – Marketing Manager


GOLD Boundary Road Brewery




Fast Moving Consumer Goods (FMCG)

SPONSORED BY:


Agency: DDB Andy Fackrell – Group Executive Creative DirectorToby Talbot – Group Executive Creative DirectorRegan Grafton – Deputy Creative DirectorDamian Galvin – Art DirectorRory McKechnie – CopywriterLucinda Sherborne – Head of PlanningDavid McIndoe – Planning DirectorScott Wallace – Group Business DirectorJonathan Rea – Account ManagerRAPP TribalAaron Goldring – Creative DirectorIan Hulme – Digital StrategistMangoRebecca Rassie – Account ManagerZenithOptimediaSophia Quilian – Business DirectorSunita Bhana – Media Director


Fast Moving Consumer Goods (FMCG)

SILVER Mountain Dew Pinball Skatepark

Agency: Colenso BBDONick Worthington – Executive Creative DirectorVictoria Daltrey – Art DirectorWill Bingham – CopywriterDan Wright – Digital Creative DirectorJae Morrison – DirectorAngela Watson – Group Account Director Tim Ellis – Senior Account DirectorSam Wallace – Account ManagerEileen Cosgrove-Moloney – Account ExecutiveHayley Pardoe – Planner Rob Linkhorn – ProducerPaul Courtney – ProducerJames McMullan – Digital ProducerPablo Dunovits – Senior Digital DesignerMatt Visser – Flash DeveloperSatin and LaceWarren Green – Director OMDAndrew Reinholds – MediaJarrod Hunt – Media



Most Effective PR/Experiential Campaign

BRONZE Top to Bottom

Agency: Saatchi & SaatchiMurray Streets – Director of Planning and StrategyMark Cochrane – GADStarcom MediavestAl Jamison – CEOWright CommunicationNikki Wright – Managing DirectorAIM ProximityBrett Hoskins – Creative Director

Client: ToyotaNeeraj Lala – GM Marketing, Product and Used Vehicles

Most Effective PR/Experiential Campaign

SPONSORED BY:

GOLD Mountain Dew Pinball Skatepark

Agency: Colenso BBDONick Worthington – Executive Creative DirectorVictoria Daltrey – Art DirectorWill Bingham – CopywriterDan Wright – Digital Creative Director Jae Morrison – Director Angela Watson – Group Account Director Tim Ellis – Senior Account DirectorSam Wallace – Account ManagerEileen Cosgrove-Moloney – Account ExecutiveHayley Pardoe – PlannerRob Linkhorn – ProducerPaul Courtney – ProducerJames McMullan – Digital Producer Pablo Dunovits – Senior Digital DesignerMatt Visser – Flash DeveloperWarren Green – Director – Satin and LaceOMDAndrew Reinholds – Media Jarrod Hunt – Media



Retail/Etail

BRONZE The Power Of The Suit

Agency: Publicis Mojo AucklandKay Boyle – Managing Partner Lachlan McPherson – Executive Creative DirectorMikhail Gherman – Creative DirectorJonathon Bates – Senior Account ManagerSteve Clark (Author) – Channel Planner

Client: Hallenstein Brothers Glenn Hunter – General Manager

Retail/Etail

GOLD Pizza Roulette

Agency: Barnes, Catmur & FriendsPaul Catmur – Executive Creative DirectorDaniel Barnes – Executive Creative DirectorKatya Urlwin – Sr Account ManagerCrispin Schuberth – Head of ArtBrad Stratton – CreativeJesse Stevens – Creative



Social Marketing/Public Service

GOLD Legend Agency: Clemenger BBDO Philip Andrew – Executive Creative DirectorBrigid Alkema – Creative Director/WriterMitch Alison – WriterLinda Major – Director of Social MarketingJulianne Hastings – Account DirectorHayley Smith – Account ExecutiveOMDAnnabelle Wilkinson – Business DirectorEmily Goulden – Account Manager


Social Marketing/Public Service

BRONZE What’s My Number?

Agency: DraftFCB Brian van den Hurk – Managing Director, Social ChangePaul Irwin – General ManagerDavid Thomason – Planning DirectorDonna Baylis – Account DirectorLucie Watson – Account ManagerJames Mok – Group Executive Creative Director AustralasiaMurray Watt – Creative DirectorJosh Stuart – CreativeAnne Lipsham – Strategy DirectorBlair Alexander – Media ManagerDaniel Currin – Senior Media Planner/BuyerGrace Macalincag – Media Planner/BuyerAngela Spain – General Manager PRKimberly Kastelan – Senior Account Manager PRSteph Pearson – Senior Digital Media Planner/Buyer



Charity/Not for Profit

SILVER Chopper

Agency: .99Craig Whitehead – ECD/CEOJarad O’Hara – Managing Partner – Client ServiceKathryn Thomas – Senior Strategic PlannerPaul Hankinson – Creative DirectorNic Hall – Deputy Creative DirectorMark Easterbrook – Head of CopyTom Cunliffe – CreativeZac Lancaster – Creative Therese Bielawa – TV ProducerVictoria Graves – Group Account DirectorChrissy Powlesland – Account DirectorHelen Prangley – Account Director

Client: WestpacMartine Jager – GM Marketing and Customer Experience Suzie Marsden – Head of BrandMichael Healy – Senior Brand ManagerBec Reynolds – Brand ManagerBec Williams – Community Sponsorship Manager

Charity/Not for Profit

SILVER Pedigree Adoption Drive

Agency: Colenso BBDONick Worthington – Executive Creative DirectorLevi Slavin – Creative Director/CopywriterAaron Turk – Creative DirectorJae Morrison – Art DirectorScott Coldham – Group Account DirectorKarla Fisher – Senior Account DirectorDave Munn – Senior Account ManagerHaydn Thomsen – ProducerAndy McLeish – Planning DirectorPaul Headington – Digital DeveloperColin Williams – Digital DeveloperKaleidoscope NZ – Post ProductionTotal MediaKeri Brown – Business Manager

Client: MarsPeter Simmons – Marketing DirectorPetcare MarsOliver Downs – Marketing Manger


Most Progressive Campaign

SILVER Mountain Dew Pinball Skatepark

Agency: Colenso BBDONick Worthington – Executive Creative DirectorVictoria Daltrey – Art DirectorWill Bingham – CopywriterDan Wright – Digital Creative Director Jae Morrison – Director Angela Watson – Group Account Director Tim Ellis – Senior Account DirectorSam Wallace – Account ManagerEileen Cosgrove-Moloney – Account ExecutiveHayley Pardoe – PlannerRob Linkhorn – ProducerPaul Courtney – ProducerJames McMullan – Digital Producer Pablo Dunovits – Senior Digital designerMatt Visser – Flash DeveloperWarren Green – Director – Satin and LaceOMDAndrew Reinholds – Media Jarrod Hunt – Media



BRONZE DB Monteith’s – Sorry about the twigs, folks

Agency: Colenso BBDONick Worthington – Creative ChairmanJames Tucker – Art DirectorSimon Vicars – CopywriterAaron Turk – CreativeMarcelle Baker – Group Account DirectorSaya Tran – Account DirectorJames Cummins – Account ManagerSheriden Derby – ProducerJames Hurman – Planning DirectorSteven Boniface PhotographySteven Boniface – Photographer ImagecraftKevin Hyde – RetoucherIndependentMike Davison – DesignerHarper Photographics LtdSimon Harper – PhotographerSparkPHDSparkPHD – Media

Client: DB MonteithsClare Morgan – General Manager – MarketingRene De Monchy – Consumer Marketing ManagerAlex Florian – Assistant Brand ManagerJennie Macindoe – Marketing Manager


Consumer Services

SPONSORED BY:

SILVER Unitec – Change Starts Here

Agency: Special GroupTony Bradbourne – Creative DirectorRob Jack – Creative DirectorMichael Redwood – Managing PartnerNicola Winslade – Account ManagerLiz Rosby – ProducerFilm Construction Andrew Morton – Director Andrew Stroud – Director of PhotographyDan Kircher – EditorRoimata Macgregor – ProducerMedia 360/ MediacomNikki Stevens – Media Director Dale Spencer – Managing Director

Client: UnitecJeanette Paine – Executive Director, Marketing and CommunicationsCarly Wigley – Director, Brand Experience


BRONZE Pizza Roulette

Agency: Barnes, Catmur & FriendsPaul Catmur – Executive Creative DirectorDaniel Barnes – Executive Creative DirectorKatya Urlwin – Sr Account ManagerCrispin Schuberth – Head of ArtBrad Stratton – CreativeJesse Stevens – Creative



Consumer Services

BRONZE Yellow Toolbox

Agency: DDBAndy Fackrell – Group Executive Creative Director Toby Talbot – Group Executive Creative DirectorGavin Siakimotu – Senior Art DirectorNatalie Knight – Senior CopywriterMaria Ward – Senior Art DirectorLucinda Sherborne – Head of PlanningDavid McIndoe – Planning DirectorGreg Jones – Group Business DirectorRyan Davies – Senior Account ManagerRAPP TribalAaron Goldring – Creative DirectorDavid Reid – Deputy Creative DirectorSteven Anderson – Deputy Creative DirectorIan Hulme – Digital StrategistDave Wilson – Senior Account ManagerStarcomPaula Adams – Media DirectorRyan Jordan – Business ManagerHarriet Finnigen – Media Assistant

Client: YellowKellie Nathan – Director of Business CommunicationLara Bancroft – Head of Interactive MarketingMaree Lawrence – Mass Communications and Brand ManagerMaja Lee – Head of Communications and ChannelVarsha Singh – Digital Communications Manager

Consumer Services

BRONZE WooHoo

Agency: Special GroupTony Bradbourne – Creative Director Rob Jack – Creative DirectorMichael Redwood – Managing PartnerClaire Beatson – Planning DirectorAntony Wilson – CopywriterIain MacMillan – Art DirectorAnnabel Rees – Account DirectorStephanie Lee – Account ManagerNigel Sutton – ProducerImmediateSue McCrea – Managing Director FinchNic Finlayson – Director Phil Liefting – ProducerAdam Clark – Director of PhotographyTim Mauger– Editor

Client: NZ Tax RefundsCilla Hegarty – Founder/CEOSheila Worsley – Chief Marketing Officer


Most Effective Digital/Social Media Campaign SPONSORED BY:

SILVER Boundary Road Brewery



Consumer Durables

SPONSORED BY:

SILVER VW Amarok

Agency: DDBAndy Fackrell – Group Executive Creative DirectorToby Talbot – Group Executive Creative DirectorGavin Siakimotu – Creative Group HeadNatalie Knight – Creative Group HeadLucinda Sherborne – Head of PlanningGina Williams – PlanningRupert Price – Planning DirectorScott Wallace – Group Business DirectorSusie Darling – Account DirectorJonathan Rea – Account Manager M G COMCindy Mitchener – Partner SpacestationRachel Stewart – Media Manager

Client: VolkswagenDean Sheed – New Zealand ManagerTom Ruddenklau – Managing DirectorDenise Goodwin – Marketing ManagerGrant Doull – Commercial Vehicles Manager


Limited Budget: less than $300,000

BRONZE The Party of the Year

Agency: justONEBen Goodale – Managing DirectorAmy Morrison – Account DirectorDrew Ayers – Creative DirectorMari Pettersson – Senior Art DirectorStuart Hinds – Creative DirectorTom Hewlett – Account Manager

Client: Farmlands Trading Society LimitedAllister Bathgate – GM Innovation and CommunicationJess Strange – Marketing and Communications ManagerGavin Foulsham – GM Farmlands Card

Congratulations to all winners in the CAANZ 2012 Effie Awards in association with

TVNZ.



fast!

In association with


Effie Awards 2012

Documents

Transcript of Effie Awards 2012