NZTA and Clemenger BBDO have done it again. The sustained success of the Legend campaign, or Ghost Chips as we have fondly come to know it, drove the executive panel to award this Gold winner the Grand Effie, on the night.
The judges were unanimous on this decision, commenting that the paper was a joy to read, had a strong set-up, was strategically sound, creatively disruptive, delivered great success for NZTA and was backed by very strong results.
It was richly rewarded in front of 500 communications industry professionals and their clients at last night’s CAANZ New Zealand Effie Awards held in association with TVNZ to celebrate NZ’s most effective marketing and communications campaigns.
NZTA also benefited from the generous $100,000 of TVNZ airtime which will give them the opportunity to drive their important messages home further.
Although this campaign was a clear winner amongst the judging panel, there was a special mention and a highly commended award to J Walter Thompson and The Appliance Shed for the Legit Brands. Legit Prices campaign.
“This was as near as dammit the perfect Effie paper,” commented international judge Ali Bucknall. It was the first time the judging panel have made such an award and was in recognition of great thinking and execution that delivered phenomenal results.
J Walter Thompson had a good night with further metal for Sacred Hill as did Y&R who won both Gold and Silver with their campaign for Land Rover.
Also sharing in the seven golds that were awarded by the Executive Jury were World Vision, FCB, Saatchi & Saatchi and Colenso.
In addition, the jury awarded the Hardest Challenge Effie to FCB for their campaign for the IRD, Finding the unfindable.
Most Effective Agency of the Year went to Colenso BBDO with their impressive haul of metal which included a Gold Effie for their Must be Milk campaign for client Fonterra – the strategy for which was much admired by the clients amongst the judging panels.
The evening also included a moving tribute to industry legend David Walden who passed away earlier in the week.
“Effie is the most coveted award of its kind in New Zealand due to its rigorous judging and international credibility,” said CAANZ ceo Paul Head.
“To win an award of any metal colour is a significant achievement that proves the value that communication agencies add to their clients business. Congratulations to all the finalists and winners.”
The CAANZ organisation took this year’s Effies to another level – smooth, fast, well-catered and professional. Emcees Millen Baird & Cohen Holloway were adequate in their role, and kept things moving admirably.
The evening was not without the odd faux pas – like the woman from Breast Cancer Cure who repeatedly mispronounced the plural of woman, and the auctioneer who kept talking about somebody called Dick Frizzle!
The 2015 Effie Awards commercial partners were TVNZ and NZME; Sponsors were Nielsen, Soar Print and The Radio Bureau.
- For case studies and images, visit: www.caanz.co.nz
MAJOR AWARD WINNERS
Category: Grand Effie
Agency: Clemenger BBDO
Advertiser: New Zealand Transport Agency
Campaign: Legend
Category: Highly commended for a Grand Effie
Agency: J Walter Thompson
Advertiser: The Appliance Shed for the campaign
Campaign: Legit Brands. Legit Prices
Category: Most Effective Client of the Year
Client: ASB
Agency: Saatchi & Saatchi
Winner: ASB Bank
Category: Most Effective Agency of the Year
Winner: Colenso BBDO
Category: Hardest Challenge
Agency: FCB New Zealand
Advertiser: Inland Revenue
Campaign: Finding the Unfindable
GOLD EFFIE AWARD WINNERS
Category: Charity/ Not for profit
Advertiser: World Vision New Zealand
Campaign: The Forgotten Millions
Category: Retail/etail
Agency: J. Walter Thompson
Advertiser: The Appliance Shed
Campaign: Legit Brands. Legit Results.
Category: Fast Moving Consumer Goods (FMG)
Agency: Colenso BBDO
Advertiser: Fonterra
Campaign: Must be Milk
Category: Limited Budget: Less than $300,000
Agency: Y&R NZ
Advertiser: Land Rover New Zealand
Campaign: Love From Land Rover
Category: Most Effective digital/social media campaign
Agency: Saatchi & Saatchi
Advertiser: ASB Bank
Campaign: ASB Snap Scholarships
Category: Most Progressive campaign
Agency: FCB New Zealand
Advertiser: Inland Revenue
Campaign: Finding the Unfindable
Category: Sustained Success
Agency: Clemenger BBDO
Advertiser: New Zealand Transport Agency
Campaign: Legend
SILVER EFFIE AWARD WINNERS
Category: Charity/ Not for Profit
Agency: Socialites and Little Giant
Advertiser: Cancer Society of New Zealand
Campaign: Junk Free June: Empowering a nation to improve their health
Category: Social Marketing/ Public Service
Agency: FCB New Zealand
Advertiser: Inland Revenue
Campaign: Finding the Unfinable
Category: Fast Moving Consumer Goods (FMG)
Agency: DDB
Advertiser: Lion
Campaign: Steinlager Deep Dive
Category: Consumer Services
Agency: Colenso BBDO
Advertiser: AMI
Campaign: Real Claims
Category: Consumer Services
Agency: Saatchi & Saatchi
Advertiser: ASB Bank
Campaign: ASB Snap Scholarships
Category: Consumer Services
Agency: Whybin\TBWA
Advertiser: ANZ Bank
Campaign: Time Really is Money
Category: New Product or Service
Agency: Barnes, Catmur & Friends
Advertiser: Hell Pizza
Campaign: Holding Australia to Ransom
Category: Limited Budget: Less than $300,000
Agency: J. Walter Thompson
Campaign: Keeping things Sacred
Advertiser: Sacred Hill Wines
Category: Most effective integrated Campaign
Agency: Y&R NZ
Category: Most effective digital/ social media campaign
Campaign: Love from Land Rover
Advertiser: Land Rover New Zealand
Agency: FCB New Zealand
Category: Most Effective PR/Experiential
Advertiser: Inland Revenue
Campaign: Finding the Unfindable
Agency: DDB
Category: Best Strategic Thinking
Advertiser: We Compost
Campaign: From Compost to Currency: The We Compost Weekend
Agency: Colenso BBDO
Category: Most progressive campaign
Advertiser: New Zealand Breast Cancer Foundation
Campaign: Breast Cream
Category: Best Strategic Thinking
Agency: Saatchi & Saatchi
Advertiser: ASB Bank
Campaign: ASB Snap Scholarships
BRONZE EFFIE AWARD WINNERS
Category: Charity/ Not for Profit
Agency: Colenso BBDO
Advertiser: New Zealand Breast Cancer Foundations
Campaign: Breast Cream
Category: Social Marketing/ Public Service
Agency: DDB and BEAT
Advertiser: Paw Justice
Campaign: Paw Justice: Turning the tables on Trade Me
Category: Retail/Etail
Agency: .99 / justONE
Advertiser: Foodstuffs
Campaign: New World Christmas ‘Noel’
Category: Fast Moving Consumer Goods (FMCG)
Agency: Colenso BBDO
Advertiser: Fonterra
Campaign: Cheese Forecast
Category: Fast Moving Consumer Goods (FMCG)
Agency: Colenso BBDO
Advertiser: Fonterra Brands (Tip Top)
Campaign: Bring Back II: The Tropical Snow Strikes Back
Category: Fast Moving Consumer Goods (FMCG)
Agency: Ikon Communications
Advertiser: Coca-Cola
Campaign: Colour Your Summer – A world within a world
Category: Consumer Durables
Agency: DDB
Advertiser: MINI NZ (BMW Group New Zealand Limited)
Campaign: The MINI F56: Turning a sequel into a blockbuster hit
Category: Consumer Services
Agency: Special Group
Advertiser: 2degrees
Campaign: 2degrees Play the Bridge
Category: Limited Budget: Less than $300,000
Agency: Barnes, Catmur & Friends
Advertiser: Hell Pizza
Campaign: Holding Australia to Ransom
Category: Limited Budget: Less than $300,000
Agency: Colenso BBDO
Advertiser: New Zealand Breast Cancer Foundations
Campaign: Breast Cream
Category: Limited Budget: Less than $300,000
Agency: DDB
Advertiser: We Compost
Campaign: From Compost to Currency: The We Compost Weekend
Category: Limited Budget: Less than $300,000
Agency: FCB New Zealand
Advertiser: Sony New Zealand
Campaign: Amateurs attempt to change perceptions of camera quality
Category: Limited Budget: Less than $300,000
Agency: Geometry Global NZ
Advertiser: Sealord
Campaign: Sealord Little Boat
Category: Most Effective Integrated Campaign
Agency: Colenso BBDO
Advertiser: Fonterra
Campaign: Must Be Milk
Category: Most Effective Integrated Campaign
Agency: DDB
Advertiser: Lion
Campaign: Steinlager Deep Dive
Category: Most Effective Integrated Campaign
Agency: FCB New Zealand
Advertiser: Health Promotion Agency
Campaign: Not Beersies. The beer that’s actually water
Category: Most effective digital/ social media campaign
Agency: DDB
Advertiser: MINI NZ (BMW Group New Zealand Limited)
Campaign: The MINI F56: Turning a sequel into a blockbuster hit
Category: Most Effective PR/Experiential Campaign
Agency: Special Group
Advertiser: 2degrees Mobile Limited
Campaign: 2degrees Play the Bridge
Category: Best Strategic Thinking
Agency: Colenso BBDO
Advertiser: Bank of New Zealand
Campaign: $hred
Category: Best Strategic Thinking
Agency: Colenso BBDO
Advertiser: Fonterra
Campaign: Must Be Milk
Category: Best Strategic Thinking
Agency: FCB New Zealand
Advertiser: Health Promotion Agency
Campaign: Not Beersies. The beer that’s actually water
Category: Most Progressive Campaign
Agency: Colenso BBDO
Advertiser: New Zealand Breast Cancer Foundations
Campaign: Breast Cream
Category: Most Progressive Campaign
Agency: DDB
Advertiser: We Compost
Campaign: From Compost to Currency: The We Compost Weekend
Category: Most Progressive Campaign
Agency: FCB New Zealand
Advertiser: Health Promotion Agency
Campaign: Not Beersies. The beer that’s actually water
Category: Most Progressive Campaign
Agency: Y&R NZ
Advertiser: Land Rover New Zealand
Campaign: Love from Land Rover
Category: Sustained Success
Agency: Barnes, Catmur & Friends
Advertiser: Boundary Road Brewery
Campaign: How The People Created ‘The People’s Beer’
Category: Sustained Success
Agency: FCB New Zealand
Advertiser: Mitre 10
Campaign: Making DIY Easy As
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