Colenso BBDO’s DB Brewtroleum campaign capped off its stellar year at the Effies at the Langham Auckland last night, taking out the Grand Effie as well as fistfuls of Gold/Silver/Bronze Effies.
Barnes Catmur & Friends Dentsu were just a heartbeat behind Colenso, taking out the new award Highly Commended for the Grand Effie for the Heart Foundation.
Showcasing your science was the theme of the evening enjoyed by 500 advertising and marketing industry professionals at the awards (held in association with TVNZ). MC was TVNZ’s Tim Wilson.
Brewtroleum won metal across many categories, including Gold in the Most Progressive Campaign and Gold in the Most Effective PR and Experiential Campaign categories. The judges went on to award Brewtrolem the Grand Effie, DB Breweries the Most Effective Client of the Year and Colenso BBDO the Most Effective Agency of the year with a swag of Bronze, Silver and Gold across all categories.
Merry Baskin the International guest judge from Baskin Shark UK, who attended and presented at the gala dinner, commented: “Brewtroleum was a really strong idea. An out-of-the-boundary piece of creative work that has become globally famous.
“In a declining category and a changing market, this campaign managed to turn sales and they even got another company to come on board and help with this task.”
Two-horse race
However, Merry told the crowd that the Grand Effie was a two-horse race and that the Heart Foundation and Barnes Catmur & Friends Dentsu, were actually only a nose behind, and were awarded the newly minted award Highly Commended for the Grand Effie with Heart Attack Act.
The Heart Foundation and Barnes Catmur also won a Gold in the Charity/Not For Profit category and a Gold in the most highly contested category of Most Effective Strategic Thinking.
The NZ Police and Ogilvy & Mather also had a great night, winning not only Gold in the PR and Experiential Category and Silver in the Limited Budget category for their Do you care enough to be a cop? campaign but also won a Gold in the Executive Judge category.
Merry Baskin said: “The winning work was both authentic and powerfully moving, which was key to its successful response.”
Also sharing in the seven Golds awarded by the Category Judges and Executive Jury was a “beautifully simple” campaign with some good strategic thinking by Ziera and .99 with their perception shifting campaign Fashion as it should be.
17 excellent campaigns were also awarded Silver on the night for agencies – FCB (who didn’t managed to get across the Gold line but earned seven Silvers), DDB, TBWA and bcg2 who all did the short walk to the stage to pick-up Silver and took home a clutch of Bronzes for a variety of clients.
True, Future Brand and J Walter Thompson also carried home metal in the Bronze categories.
Jodi Williams, GM of Global Brand at Air New Zealand, won the Individual Marketer of the Year Award for 2016. The Individual Marketer of the Year award recognised a marketing client who led their agencies in the marketing of a brand which has clearly excelled in the last 12 months.
“Jodi is someone who really understood their business problem, had clear objectives and inspired their agencies to even greater heights over the longer term,” said CAANZ ceo Paul Head. “She had aligned the entire business behind a consistent and unified consumer face, taken a long term approach to brand building and as a result had optimistically helped to define and represent our national identity.”
Head said: “Effie is a most coveted award due to its rigorous judging and international credibility. To win an award of any metal colour is a significant achievement that proves the value that communication agencies add to their clients business.”
Head also thanked commercial partner NZME and sponsors Nielsen, Facebook, The Radio Bureau and Soar Print.
- Case studies will be published online from this Tuesday (25 October). To see all the images, visit www.caanz.co.nz
MAJOR AWARD WINNERS
Category: Grand Effie
Advertiser: DB Breweries
Agency: Colenso BBDO
Campaign: Brewtroleum
Category: Highly Commended for a Grand Effie
Advertiser: The Heart Foundation NZ
Agency: Barnes, Catmur & Friends Dentsu
Campaign: Heart Attack Act
Category: Most Effective Client of the Year
Winner: DB Breweries
Category: Most Effective Agency of the Year
Winner: Colenso BBDO
Category: Individual Marketer of the Year
Winner: Jodi Williams, Air New Zealand
Category: Hardest Challenge
Advertiser: NZ Police
Agency: Ogilvy & Mather
Campaign: Do you care enough to be a cop?
GOLD EFFIE AWARD WINNERS
Category: Retail/etail
Advertiser: Ziera
Agency: .99
Campaign: Fashion as it Should Be
Category: Charity/Not for Profit
Advertiser: The Heart Foundation NZ
Agency: Barnes, Catmur & Friends Dentsu
Campaign: Heart Attack Act
Category: Most Effective PR/Experiential Campaign
Advertiser: NZ Police
Agency: Ogilvy & Mather
Campaign: Do you care enough to be a cop?
Category: Most Effective PR/Experiential Campaign
Advertiser: DB Breweries
Agency: Colenso BBDO
Campaign: Brewtroleum
Category: Limited Budget: Less than $300,000
Advertiser: The Heart Foundation NZ
Agency: Barnes, Catmur & Friends Dentsu
Campaign: Heart Attack Act
Category: Most Progressive campaign
Advertiser: DB Breweries
Agency: Colenso BBDO
Campaign: Brewtroleum
Category: Best Strategic Thinking
Advertiser: The Heart Foundation NZ
Agency: Barnes, Catmur & Friends Dentsu
Campaign: Heart Attack Act
SILVER EFFIE AWARD WINNERS
Category: Consumer Services
Advertiser: ANZ
Agency: TBWA
Campaign: Fortune favours the brave
Category: Consumer Durables
Advertiser: Samsung New Zealand
Agency: Colenso BBDO
Campaign: Samsung Now You Can
Category: Retail/etail
Advertiser: Burger King
Agency: Colenso BBDO
Campaign: Backyard Burger King
Category: Social Marketing/Public Service
Advertiser: New Zealand Fire Service
Agency: FCB New Zealand
Campaign: A Burning Issue
Category: Social Marketing/Public Service
Advertiser: Maritime New Zealand
Agency: FCB New Zealand
Campaign: Virtual Coastguard
Category: New Product or Service
Advertiser: Electric Kiwi
Agency: Saatchi & Saatchi
Campaign: Bring the Kiwi back to New Zealand Power
Category: Most Effective Social Campaign
Advertiser: Westpac NZ
Agency: DDB New Zealand
Campaign: The People’s Chopper
Category: Most Effective Use of Digital Technology
Advertiser: Amnesty International
Agency: Colenso BBDO
Campaign: Amnesty International Unblocker
Category: Most Effective Use of Digital Technology
Advertiser: Maritime New Zealand
Agency: FCB New Zealand
Campaign: Virtual Coastguard
Category: Most Effective PR/Experiential Campaign
Advertiser: Safekids Aotearoa
Agency: bcg2
Campaign: Check for me before you turn the key
Category: Limited Budget: Less than $300,000
Advertiser: Amnesty International
Agency: Colenso BBDO
Campaign: Amnesty International Unblocker
Category: Limited Budget: Less than $300,000
Advertiser: NZ Police
Agency: Ogilvy & Mather
Campaign: Do you care enough to be a cop?
Category: Most Effective Integrated Campaign
Advertiser: Maritime New Zealand
Agency: FCB New Zealand
Campaign: Virtual Coastguard
Category: Most Effective Integrated Campaign
Advertiser: New Zealand Fire Service
Agency: FCB New Zealand
Campaign: A Burning Issue
Category: Most Progressive Campaign
Advertiser: Maritime New Zealand
Agency: FCB New Zealand
Campaign: Virtual Coastguard
Category: Best Strategic Thinking
Advertiser: DB Breweries
Agency: Colenso BBDO
Campaign: Brewtroleum
Category: Sustained Success
Advertiser: Health Promotion Agency
Agency: FCB New Zealand
Campaign: From ads to action: The Sustained Success of ‘Say Yeah Nah’
BRONZE EFFIE AWARD WINNERS
Category: Consumer Services
Advertiser: Latitude Finance Services
Agency: FutureBrand
Campaign: How to keep the phones ringing when you lose your brand
Category: Retail/Etail
Advertiser: Air New Zealand
Agency: FCB New Zealand
Campaign: Dawn Deals
Category: Fast Moving Consumer Goods (FMCG)
Advertiser: DB Breweries
Agency: Colenso BBDO
Campaign: Brewtroleum
Category: Fast Moving Consumer Goods (FMCG)
Advertiser: Lion New Zealand
Agency: DDB New Zealand
Campaign: We Will
Category: Social Marketing/Public Service
Advertiser: Safekids Aotearoa
Agency: bcg2
Campaign: Check for me before you turn the key
Category: Social Marketing/Public Service
Advertiser: Auckland Transport
Agency: J. Walter Thompson
Campaign: Everybody loves a happy ending
Category: New Product or Service
Advertiser: Samsung New Zealand
Agency: Colenso BBDO
Campaign: Samsung Now You Can
Category: Charity/Not for Profit
Advertiser: Amnesty International
Agency: Colenso BBDO
Campaign: Amnesty International Unblocker
Category: Most Effective Social Campaign
Advertiser: Vodafone
Agency: True
Campaign: Turning the Vodafone Music Awards from a traditional sponsorship event into a live media platform
Category: Most Effective PR/Experiential Campaign
Advertiser: Burger King
Agency: Colenso BBDO
Campaign: Backyard Burger King
Category: Most Effective PR/Experiential Campaign
Advertiser: The Yummy Fruit Company
Agency: Colenso BBDO
Campaign: The World’s Loudest Apple
Category: Limited Budget: Less than $300,000
Advertiser: ANZ
Agency: TBWA
Campaign: Fortune Favours the Brave
Category: Most Effective Integrated Campaign
Advertiser: DB Breweries
Agency: Colenso BBDO
Campaign: Brewtroleum
Category: Most Progressive Campaign
Advertiser: Amnesty International
Agency: Colenso BBDO
Campaign: Amnesty International Unblocker
Category: Best Strategic Thinking
Advertiser: Safekids Aotearoa
Agency: bcg2
Campaign: Check for me before you turn the key
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