Saatchi & Saatchi, with ApolloNation and Spark PHD, shared the top prize – the Grand Effie – at last night’s Effie Awards at the Langham Auckland. The other three major awards went to: DB Breweries (Most Effective Client), and FCB, which won two (Most Effective Agency and Hardest Challenge).
The 2014 Effies were notable for the high value placed on the Gold Effies. The judges clearly do not hand these things out lightly – just six went off last night, along with 15 Silvers and 33 Bronzes. We’re not sure what it says about Kiwi culture, but four of the six Golds – were all about … beer (either for or against).
Far and away the standout campaign from last summer was Tui Catch a Million – the TV ads that got Kiwis watching the crowds as well as the cricket. It was richly rewarded in front of 500 communications industry professionals and their clients with the coveted Grand Effie, along with $100,000 of TVNZ air time as an additional catch for client DB Breweries.
Tui Catch a Million campaign also won two gold Effies – in the Most Effective PR/Experiential campaign and FMCG categories.
“This was a clear winner amongst the judging panel,” said international judge Paul Feldwick. “The campaign stood out for its simplicity, its infectiousness and clear ability to deliver great results. It was a great concept based on a close understanding of the consumer. The campaign not only did a solid job in selling product, it captured the imagination and stole the show for summer.”
Points accumulated from these awards, together with their tally of finalist points from both the Tui campaigns and another entry for Heineken’s Export Citrus earned DB Breweries the title of Most Effective Client for 2014, which awards the client rather than their individual brands.
Most Effective Agency of the Year went to FCB which garnered an impressive haul of awards, including a gold Effie for their Yeah, Nah campaign for client Health Promotion Agency (HPA). FCB also won four silver Effies for clients Noel Leeming Group, Electricity Authority, Statistics NZ and HPA, plus seven bronze Effies.
Saatchi & Saatchi finished second with 54 points and Colenso BBDO/Proximity were third on 52 points.
FCB also won gold for the Hardest Challenge category for HPA’s Yeah, Nah. Convenor of Judges Lew Bentley, said that the Executive judges all agreed that alcohol moderation is a very tough challenge. It has to overcome significant and entrenched social and cultural behaviours.
This was a typically efficient CAANZ show, with good sound, lighting and sight lines in the hotel’s The Grand Room. A helpful innovation this year was the regular screening of a real-time points table, which helped everyone to follow the scoreboard action.
Everything ran to time, and the boisterous crowd of 500 agency and client types were firmly managed by emcees Rawdon Christie & Ali Pugh. And the Langham table service and dinners get better each year (tender fillet or salmon with bearnaise sauce last night).
CAANZ CEO Paul Head said: “Effie is the most coveted award of its kind in New Zealand due to its rigorous judging and international credibility. To win an award of any colour last night is a significant achievement that proves the value that communication agencies add to their clients business. Congratulations to all the finalists and winners.”
MAJOR AWARD WINNERS
Category: Grand Effie
Agency: Saatchi & Saatchi and ApolloNation and SparkPHD
Advertiser: DB Breweries
Campaign: Catch A Million – How Tui got people watching the crowds as well as the cricket
Category: Most Effective Client of the Year
Winner: DB Breweries
Category: Most Effective Agency of the Year
Winner: FCB New Zealand
Category: Hardest Challenge
Agency: FCB New Zealand
Advertiser: Health Promotion Agency (HPA)
Campaign: Say Yeah, Nah
GOLD EFFIE AWARD WINNERS
Category: Fast Moving Consumer Goods (FMG)
Agency: Saatchi & Saatchi and ApolloNation and SparkPHD
Advertiser: DB Breweries
Campaign: Catch a Million – How Tui got people watching the crowds as well as the cricket
Category: Most Effective PR/Experiential Campaign
Agency: DDB
Advertiser: SKY Television
Campaign: Bring Down The King
Category: Most Effective PR/Experiential Campaign
Agency: Saatchi & Saatchi and ApolloNation and SparkPHD
Advertiser: DB Breweries
Campaign: Catch a Million – How Tui got people watching the crowds as well as the cricket
Category: Limited Budget: Less than $300,000
Agency: Barnes, Catmur & Friends
Advertiser: Hell Pizza
Campaign: Rabbit Pizza Billboard
Category: Best Strategic Thinking
Agency: Clemenger BBDO
Advertiser: New Zealand Transport Agency
Campaign: Mistakes
Category: Best Strategic Thinking
Agency: FCB New Zealand
Advertiser: Health Promotion Agency (HPA)
Campaign: Say Yeah, Nah
SILVER EFFIE AWARD WINNERS
Category: Retail/Etail
Agency: .99
Advertiser: Foodstuffs (New Zealand) Limited
Campaign: New World Little Shop
Category: Social Marketing/ Public Service
Agency: Clemenger BBDO
Advertiser: New Zealand Transport Agency
Campaign: Mistakes
Category: Social Marketing/Public Service
Agency: Saatchi & Saatchi
Advertiser: New Zealand Defence Force
Campaign: Getting to the answer faster: how the use of Choice Modelling helped NZDF recruit top Officer talent
Category: Most Progressive Campaign
Agency: Colenso BBDO/Proximity New Zealand
Advertiser: Burger King
Campaign: Motel Burger King
Category: Most Progressive Campaign
Agency: DDB
Advertiser: SKY Television
Campaign: Bring Down The King
Category: Most Effective PR/Experiential
Agency: Colenso BBDO/Proximity New Zealand
Advertiser: Burger King
Campaign: Motel Burger King
Category: Charity/Not for Profit
Agency: .99
Advertiser: Leukaemia and Blood Cancer NZ (LBC)
Campaign: Shave For A Cure
Category: Limited Budget: Less than $300,000
Agency: FCB New Zealand
Advertiser: Noel Leeming Group
Campaign: People’s Story
Category: Sustained Success
Agency: FCB New Zealand
Advertiser: Electricity Authority
Campaign: Getting New Zealand’s Number
Category: Most Effective Integrated Campaign
Agency: FCB New Zealand
Advertiser: Health Promotion Agency (HPA)
Campaign: Say Yeah, Nah
Category: Most Effective Integrated Campaign
Agency: Y&R New Zealand
Advertiser: Danone Nutricia – Karicare Toddler
Campaign: Karicare- Made With Love In
Category: Most Effective Digital/Social Media Campaign
Agency: FCB New Zealand
Advertiser: Statistics New Zealand
Campaign: Engaging disenfranchised youth in the 2013 Census
Category: Most Effective Digital/Social Media Campaign
Agency: Saatchi & Saatchi
Advertiser: ASB Bank Ltd
Campaign: ASB’s Like Loan: One of the world’s most innovative social media ideas
Category: Best Strategic Thinking
Agency: Saatchi & Saatchi
Advertiser: New Zealand Defence Force
Campaign: NZDF Officer Recruitment: a fast-track to success
BRONZE EFFIE AWARD WINNERS
Category: New Product or Service
Agency: Barnes, Catmur & Friends
Advertiser: Hell Pizza
Campaign: Rabbit Pizza Billboard
Category: New Product or Service
Agency: FCB New Zealand
Advertiser: Sony New Zealand Ltd
Campaign: Message in a Bottle
Category: Consumer Durables
Agency: FCB New Zealand
Advertiser: Sony New Zealand Ltd
Campaign: Message in a Bottle
Category: Consumer Durables
Agency: Ogilvy & Mather New Zealand
Advertiser: Holden New Zealand
Campaign: Holden Barina
Category: Retail/Etail
Agency: DDB
Advertiser: The Warehouse Group
Campaign: Bringing Back The Doubters
Category: Retail/Etail
Agency: FCB New Zealand
Advertiser: Noel Leeming Group
Campaign: People’s Story
Category: Social Marketing/Public Service
Agency: FCB New Zealand
Advertiser: Health Promotion Agency (HPA)
Campaign: Say Yeah, Nah
Category: Social Marketing/Public Service
Agency: FCB New Zealand
Advertiser: Maritime New Zealand
Campaign: Partners in Safety: Saving lives like they did in the 80’s
Category: Social Marketing/Public Service
Agency: FCB New Zealand
Advertiser: Statistics New Zealand
Campaign: Engaging disenfranchised youths in the 2013 Census
Category: Fast Moving Consumer Goods (FMCG)
Agency: Colenso BBDO/Proximity New Zealand
Advertiser: George Weston Foods
Campaign: Are you a Burgen Virgin
Category: Fast Moving Consumer Goods (FMCG)
Agency: Y&R New Zealand
Advertiser: Danone Nutricia – Karicare Toddler
Campaign: Karicare – Made With Love In
Category: Consumer Services
Agency: Saatchi & Saatchi
Advertiser: ASB Bank Ltd
Campaign: ASB’s Like Loan: Using the power of many to create New Zealand’s lowest home loan rate
Category: Consumer Services
Agency: Special Group Ltd
Advertiser: AA Insurance
Campaign: AA Insurance – Who has keys to your house?
Category: Consumer Services
Agency: Whybin\TBWA
Advertiser: ANZ
Campaign: Debt Consolidation
Category: Most Progressive Campaign
Agency: FCB New Zealand
Advertiser: Sony New Zealand Ltd
Campaign: Message in a bottle
Category: Most Progressive Campaign
Agency: Colenso BBDO/ Proximity New Zealand
Advertiser: MARS
Campaign: Share For Dogs
Category: Most Effective PR/Experiential Campaign
Agency: Barnes, Catmur & Friends
Advertiser: Hell Pizza
Campaign: Rabbit Pizza Billboard
Category: Most Effective PR/Experiential Campaign
Agency: FCB New Zealand
Advertiser: Sony New Zealand Ltd
Campaign: Message in a bottle
Category: Charity/Not For Profit
Agency: Colenso BBDO/Proximity New Zealand
Advertiser: MARS
Campaign: Share For Dogs
Category: Charity/Not For Profit
Agency: DDB
Advertiser: Paw Justice
Campaign: A World without Animals
Category: Limited Budget: Less than $300,000
Agency: .99
Advertiser: Leukaemia and Blood Cancer NZ (LBC)
Campaign: Shave For A Cure
Category: Limited Budget: Less than $300,000
Agency: FCB New Zealand
Advertiser: Sony New Zealand Ltd
Campaign: Message in a Bottle
Category: Limited Budget: Less than $300,000
Agency: Whybin\TBWA
Advertiser: ANZ
Campaign: Debt Consolidation
Category: Sustained Success
Agency: DDB
Advertiser: STIHL New Zealand
Campaign: You’ll Only Need One
Category: Sustained Success
Agency: Ogilvy & Mather New Zealand
Advertiser: Energy Efficiency Conservation Authority (EECA)
Campaign: The Energy Spot
Category: Most Effective Integrated Campaign
Agency: .99
Advertiser: Foodstuffs (New Zealand) Limited
Campaign: New World Little Shop
Category: Most Effective Digital/Social Media Campaign
Agency: DDB
Advertiser: Paw Justice
Campaign: A World without Animals
Category: Most Effective Digital/Social Media Campaign
Agency: Touchcast and OMD and Clemenger BBDO
Advertiser: Education New Zealand
Campaign: Odds On NZ
Category: Most Effective Digital/Social Media Campaign
Agency: Ogilvy & Mather New Zealand
Advertiser: Holden New Zealand
Campaign: Holden Shortland Street
Category: Best Strategic Thinking
Agency: Barnes, Catmur & Friends
Advertiser: Hell Pizza
Campaign: Rabbit Pizza Billboard
Category: Best Strategic Thinking
Agency: Colenso BBDO/Proximity New Zealand
Advertiser: MARS
Campaign: Share for Dogs
Category: Best Strategic Thinking
Agency: Saatchi & Saatchi
Advertiser: ASB Bank Ltd
Campaign: ASB’s Like Loan: Using social strategy to create a world first home loan offer
Category: Best Strategic Thinking
Agency: Y&R New Zealand
Advertiser: Danone Nutricia – Karicare Toddler
Campaign: Karicare – Made With Love In
Further Information
2014 Effie Awards are presented by CAANZ in association with TVNZ and ANZA and sponsors: NZME, Nielsen and The Radio Bureau with support from FUZED Printers. For case studies and images, visit: www.caanz.co.nz. For more information, contact Kelly Gilkison on 021 0293 5373 or at kelly@caanz.co.nz.
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