One of the biggest nights of the direct marketing calendar was held last week in New York, and, as has been the case for the past few years, there was plenty of New Zealand representation, with Clemenger BBDO, Colenso BBDO, Ogilvy & Mather and Republik among the winners.
Clemenger BBDO picked up a gold in agency self-promotion for its ‘Share the Love’ campaign for the Axis call for entires and, while having a viral video marketing category at a direct marketing awards seems contradictory, it took another one for the New Zealand Transport Agency’s ‘Mistakes’ campaign. That campaign has hauled in plenty of gongs already from Cannes, LIA, New York Festivals, Spikes, the Clios and, by far the most prestigious, the StopPress TVC of the Year. Blazed also came away with another win, this time a silver in best copywriting.
Colenso BBDO won gold with Monteith’s ‘Meat Pack Hunt’ in the creative use of technology section and was the most awarded New Zealand agency overall after winning another four silvers and three bronzes (Burger King took silver in online advertising for ‘Anti-pre Roll’ and a pair of bronzes for ‘Motel BK’ in the ambient/guerrilla marketing and launch campaign categories; BNZ’s ‘Emotion Scan’ campaign won a silver and bronze in the campaign microsite and integrated campaign categories and Mars took a silver in online advertising for Share for Dogs).
“The Caples is a tough show where only work that comes up to scratch gets rewarded," says Nick Garrett, Colenso BBDO/Proximity chief executive. "We’re chuffed that our mates in Wellington picked up two golds and that we’ve come out as the top Kiwi agency, it’s been another good night for Clemenger group.”
Ogilvy & Mather and Forest & Bird also scored a gold in best art direction and a silver in print advertising for the clever 'Make a Difference' campaign.
Hot on the heels of category gold and the diamond award for ‘Best in Show’ at the 2014 International Echo Awards, Republik’s Wide War 1 for Fuji Xerox collected two silvers and a bronze for best launch campaign, best art direction and best dimensional DM respectively. The campaign has now won a total of 12 awards.
“This is another fantastic result for us," says Republik director Paul McNamara. "The campaign has delivered on every objective, so to be up here with the best in the world is incredibly satisfying. I have to credit the team at Fuji Xerox for their role in the result. Steven Caunce, Amber Henderson and Alistair Egan, they’re an incredible client who want us to push the boundaries."
The best in show was awarded to OPSM's Penny the Pirate and ANZ and Whybin\TBWA Sydney's GAYTM's took four golds. Last year, FCB, Mini and SPCA's Driving Dogs took the best in show and Colenso BBDO took agency of the year.