The 'Beer Census' ad created by Barnes, Catmur & Friends for Boundary Road Brewery has picked up the Newspaper Ad of the Month for August as part of News Works' Agency League competition.
The tongue-in-cheek ad takes the form of a census by asking Kiwis a range of questions about their beer-drinking habits. And those that take the time to fill in all the questions—either in print or online—are entered into a draw to win $1,000.
The judging panel, consisting of Brett Colliver (Colenso BBDO) and Adam Barnes (DDB), said that the ad was a "good use of the medium" and offered "a topical link to the current political activity".
This result places Barnes, Catmur & Friends at the top of the table alongside DDB with five points apiece. But it's still early days. The Agency League runs from July 2014 to June 2015, giving the participating agencies ten more rounds to take the crown.
Previously, the Agency League only considered newspaper advertising, but the format as changed this year. In recognition of the continued evolution of newspapers, agencies can now also enter digital newspaper ads into the competition for consideration. This means that the competition is now open to any ad that has appeared on a New Zealand newspaper website or app, or in any print edition.
Every monthly winner is also entered into the $10,000 Newspaper Ad of the Year, with the winner being announced at News Works’ annual awards on 2 October at the Sir Paul Reeves Building at AUT in Auckland.
Executive creative director - Paul Catmur
Executive creative director - Daniel Barnes
Creative - Rob Longuet-Higgins & Rob Cook
Digital creative -Dylan Scott
Head of account service - Luke Farmer
Head of digital - Greg Elisara
Studio - Alison Curtis
Senior account manager -Nicholas Gallagher
Media director: Monica Wales
Media buyer: Tara Pilisi