A reverse April Fools advertisement for BMW has won the 2015 Newspaper Ad of the Year. Produced by DDB Auckland, the ad wins the creative team $10,000 cash.
Last year, DDB also won with VW Beetle Sale.
“Congratulations, this was by far my favourite idea of the bunch,” said international judge Colin Jeffery of David&Goliath LA. “Sure we’ve seen lots of April Fools Day ads over the years, but this is the first “reverse” April Fools idea I’ve ever seen. There’s a level of complexity associated with it that I really like.
“Original, highly effective and a great use of the medium. Well done.”
Ogilvy & Mather’s ad for Rebel Sport Big Kahuna was runner-up. Colin Jeffery said: “Being South African and both a cricket and rugby fan, I am well aware of how patriotic and passionate Kiwis are. I’m fairly certain this not-so-subtle dig at the Poms was appreciated by everyone in NZ. While I’m not sure it had any impact on box sales at Rebel, I’m sure it built brand affinity.
“I like how bold it is. I really can’t imagine being able to convince a client here in the US to run it. Good stuff.”
Third place went to DDB Speight’s Father’s Day. Colin Jeffery said: “Beer advertising tends to be bold and overtly masculine. This one stands out for being quiet, sentimental and filled with strong human observations. It’s insightful, well crafted, and made me want to sit down and have a beer with my old man.
Other agencies to catch the judge’s eye were: FCB, Special Group, Colenso BBDO, Y&R, SparkPHD & NZME, Saatchi & Saatchi, SparkPHD/NZME, and OMD.
The full list of winners at the 2015 Newspaper Advertising Awards is:
2015 AD OF THE YEAR
Client: BMW – Reverse April Fools
Agency: DDB
Chief Creative Officer: Damon Stapleton
Creative Director: Shane Bradnick
Art Director: James Conner
Copywriter: Christie Cooper
Account Director: Paula Brown
Managing Partner: Elizabeth Beatty
DDB Group – General Manager: Kathy Gieck Mang
Mango/DDB Group – Account Director: Katie Walton
Head of Media Relations: Kate Carter Mango/DDB Group
Two heads – Director: James Anderson
Print Producer: Andy Robilliard
2105 AD OF THE YEAR RUNNER-UP
Client: Rebel Sport – Big Kahuna
Agency: Ogilvy & Mather
Creative Director: Rupert Hancock
Creative Group Head: Darran Wong-Kam
Designer: Jamie Wright
2105 AD OF THE YEAR THIRD
Client: Speight’s – Father’s Day
Agency: DDB
Chief Creative Officer: Damon Stapleton
ECD: Shane Bradnick
Creatives: Rory McKechnie/Adam Thompson
Designers: Gordon Moir/Amanda Summersby
BEST CRAFT: ART & BEST CRAFT – COPY
Client: NZI – The Devil’s Chair
Agency: FCB New Zealand
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Senior art director: Kelly Lovelock
Senior copywriter: Hywel James
Head of Craft: Nick Smith
Retoucher: Jo Bayliss
Mac Operator: Anton Mason
Group Account Director: Toby Sellers
Account Director: Michelle Koome
Head of Content: Pip Mayne
Producer: Amanda Langkilde
Producer: Michelle Richards (IDC)
Photography: Troy Goodall (IDC)
Planner: David Thomason
Jefferey said: “Wonderful mash-up of CGI and photography.”
BEST TOPICAL
Client: BMW – Reverse April Fools’
Agency: DDB
Chief Creative Officer: Damon Stapleton
Creative Director: Shane Bradnick
Art Director: James Conner
Copywriter: Christie Cooper
Account Director: Paula Brown
Managing Partner: Elizabeth Beatty
Mango/DDB Group – General Manager: Kathy Gieck
Account Director: Katie Walton Mango/DDB Group
Head of Media Relations: Kate Carter Mango/DDB Group
Director: James Anderson (Two heads)
Print Producer: Andy Robilliard
Jefferey said: Small but highly social idea that spreads quickly on social media
BEST DIGITAL & BEST MEDIA THINKING
Client: Sony – Sideline Challenge
Agency: FCB New Zealand
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Creatives: Kevin Walker & Melina Fiolitakis
Group Account Director: Toby Sellers
Account Director: Michelle Koome
Head of Craft: Nick Smith
Designer: Michael Braid
Retoucher: Anton Mason
Mac Operator: Bex Wells
Media Planner/Buyers: Sarah Bymolt, Duncan Timlin
Senior Digital Producer: Haydn Thomsen, James McMullan
Digital Designer: Liz Low
Digital Campaign Manager: Lucy Leckie
Digital Director: Kate Grigg
Jefferey said: Interesting use of the digital site. Feeding off all aspects of the newspaper medium digitally lead, ending up back on-site and in print.
BEST NEWS BRAND CAMPAIGN
Client: 2degrees – Play the Bridge
Agency: Special Group
Creative Partner: Tony Bradbourne
Creative Partner: Rob Jack
Managing Partner: Michael Redwood
Senior Planner: Claire Beatson
Senior Account Director: Samantha Parsons
Account Director: Stu Mallarkey
Project Manager: Jessica McColl
Head of Production: Nigel Sutton
Producer: Rebecca Casey
Designer: Andre Caraco
Studio Manager: Gavin Le Claire
Jefferey said: Smart way to make an advertisement stay top of mind after it ran. Using news brands to drive social currency
SPECIAL MENTIONS
Best Craft – Copy (Highly Commended)
Client: M&M’s ‘How M&M’s saved countless lives’
Agency: Colenso BBDO
Best Topical (Highly Commended)
Client: Land Rover, Agency: Y&R
Best Digital (Highly Commended)
Client: 2degrees – Calculator, Agency: Special Group
Best Media Thinking (Runner Up)
Client: ANZ Dream Big
Agency: SparkPHD & NZME.
Best Media Thinking (Highly Commended)
Client: ASB – Auckland Lantern Festival
Agency: Saatchi & Saatchi New Zealand
BEST NEWS BRAND CAMPAIGN (Runner Up)
Client: Tourism Australia
Agency: OMD
BEST NEWS BRAND CAMPAIGN (Highly Commended)
Client: Smirnoff #PurePotential
Agency: Special Group
About the 2015 Newspaper Advertising Awards
Now in their tenth year, the 2015 Newspaper Advertising Awards are designed to encourage a new generation of creatives to think differently about newspaper advertising. The media landscape has changed dramatically in recent times and now newspaper newsrooms lead the way for journalism that spans multi-media channels, with digital an important part of the mix. Creative placement of newspaper advertising is also now a major part of the creative challenge. The Newspaper Advertising Awards not only has the $10,000 Newspaper Ad of the Year but also six other categories: Best Media Thinking, Best Craft – Art, Best Craft – Copy, Best Digital, Best Topical and Best News Brands Campaign.
Every Newspaper Ad of the Month winner is automatically entered into the Ad of the Year competition. All qualifying advertisements must have appeared in a New Zealand newspaper between 1 July 2014 and 30 June 2015.
About News Works
News Works NZ promotes newspapers and their digital platforms. News Works represents all the interests of the newspaper industry and provides free, current and unbiased advice and information. In addition New Works provides advice and useful tools to help plan and execute print campaigns. News Works NZ is a commercial entity of the Newspaper Publishers’ Association (NPA).
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