DDB and DraftFCB continued their winning ways at the Effie Awards last night, with DDB holding on to the most effective agency crown and DraftFCB taking the supreme Effie for its work on the Health Promotion Agency’s depression initiative, The Journal.
Just six category golds (plus the special awards) were handed out, but DDB’s haul of 11 awards—one gold, two silvers and eight bronzes—saw it back up last year’s most effective agency title, as well as its Cannes Effectiveness Lion for Steinlager’s ‘We Believe’. Its gold came for NZ Lotteries’ ‘Too Big To Handle’ campaign in Consumer Services, with silvers for Sky’s ‘Meet Lloyd’ and Westpac’s ‘Still Flatting?’ in Consumer Services. Its eight bronzes were for Sky, Lindaeur, VW and Westpac.
DDB’s chief executive Justin Mowday, possibly trying to replicate Lindauer’s fountain of tears, celebrated by building a massive tower of wine glasses on his table.
DraftFCB’s The Journal has already featured prominently in previous Effie Awards, with the campaign doing well in 2010 and dominating in 2011. And this year it picked up gold in Sustained Success.
The campaign featuring John Kirwan has helped thousands of Kiwis, particularly men, overcome depression. And international judge Peter Field says “it’s truly a world-class case study; a tour de force of persuasive evidence-based argument that leaves you in no doubt about the financial success of the campaign, despite the considerable challenges of doing so. If only all campaign evaluation was as smart and as earthed in reality as this’.
DraftFCB’s ‘Easy As’ campaign for Mitre 10 also did well, picking up a gold in Etail/Retail and a silver in Most Effective Integrated Campaign, leading to third place on the most effective agency rankings. Moderately interestingly—but not entirely surprisingly—there was no love at the Effies for SPCA/Mini’s Driving Dogs or Prime TV’s Call Girl, which have dominated the global creative awards.
Colenso BBDO/Proximity was second on the agency rankings with a total of seven awards. Its gold came in ‘Sustained Success’ for V, and it also took silver for the ‘Feel Tip Top’ roadtrip in PR/Experiental and Most Effective Digital/Social campaign for Samsung Galaxy’s Smart Phone Line. It took three more bronzes, two for Frucor’s V Motion Project and one for Amnesty International’s ‘Trial By Timeline’.
Of the other major awards, Boundary Road Brewery, with the help of its agency Barnes, Catmur & Friends, took the Most Effective Client award, with The Resident campaign winning gold for Most Progressive Campaign, and silver for Limited Budget and Best Strategic Thinking.
M&C Saatchi and NZ Police took the Hardest Challenge award for its recruitment campaign, ‘Increasing the diversity of New Zealand Police’, as well as another gold in Social Marketing/Public Service and a silver in Most Effective Integrated Campaign. This campaign brought together insight, a thought-provoking creative idea and an innovative, integrated media approach and convinced young Maori, Pasifika, Asian and female New Zealanders to sign-up for a career in the police force. And at a fairly difficult time for the agency, these gongs for a long-time client will be welcome good news.
- Here’s the full points table.
Special Group/Open took silver in Best Strategic Thinking for Unitec’s ‘We Make the People Who Make it’, Clemenger BBDO took silver in Limited Budget for the Wellington Ukulele Orchestra and Mango, part of the DDB Group, rounded out the silvers for its ‘Freedom Friday’ campaign for Fullers in PR/Experiential.
“The CAANZ Effie Awards had tough judging criteria, robust debates behind closed doors and the winners displayed some world class strategic thinking with some very high quality creative work that could stand out on the world stage,” says Charlie Robertson, the other international judge. “I was seriously impressed by the standards of the winning submissions.”
And while there were no awards for bravery, kudos to TBWA’s Toby Talbot for agreeing to take a lie detector test on stage in front of the crowd, which was a good/awkward climax to a notable Effies campaign. So, has he lied in an entry video? Who hasn’t.
Check out all the winners on the CAANZ site or below.
NEW ZEALAND EFFIE AWARD WINNERS 2013
Category: Grand Effie
Agency: DraftFCB New Zealand
Advertiser: Health Promotion Agency
Campaign: The Journal: Three Years of changing behaviour and saving lives
Category: Most Effective Client of the Year
Winner: Boundary Road Brewery
Category: Most Effective Agency of the Year
Winner: DDB
Category: Hardest Challenge
Agency: M&C Saatchi
Advertiser: NZ Police
Campaign: Increasing the diversity of NZ Police
GOLD EFFIE AWARD WINNERS
Category: Sustained Success
Agency: DraftFCB New Zealand
Advertiser: Health Promotion Agency
Campaign: The Journal: Three Years of changing behaviour and saving lives
Category: Sustained Success
Agency: Colenso BBDO/ Proximity New Zealand
Advertiser: Frucor Beverages Ltd
Campaign: V Brand
Category: Social Marketing/ Public Service
Agency: M&C Saatchi
Advertiser: NZ Police
Campaign: Increasing the diversity of NZ Police
Category: Most Progressive Campaign
Agency: Barnes, Catmur & Friends
Advertiser: Boundary Road Brewery
Campaign: The Resident
Category: Consumer Services
Agency: DDB Group
Advertiser: NZ Lotteries
Campaign: Too big to handle
Category: Retail/ Etail
Agency: DraftFCB New Zealand
Advertiser: Mitre 10 (NZ) Limited
Campaign: Making DIY Easy As
SILVER EFFIE AWARD WINNERS
Category: Most Effective PR/ Experiential Campaign
Agency: ColensoBBDO
Advertiser: Fonterra Tip Top
Campaign: Feel Tip Top
Category: Consumer Services
Agency: DDB Group
Advertiser: Westpac
Campaign: Still Flatting?
Category: Most Effective Integrated Campaign
Agency: M&C Saatchi
Advertiser: NZ Police
Campaign: Increasing the diversity of NZ Police
Category: Most Effective Integrated Campaign
Agency: DraftFCB New Zealand
Advertiser: Mitre 10 (NZ) Limited
Campaign: Making DIY Easy As
Category: Most Effective Digital/ Social Media Campaign
Agency: Colenso BBDO/ Proximity New Zealand
Advertiser: Samsung New Zealand
Campaign: The Smart Phone Line
Category: Limited Budget: Less than $300,000
Agency: Barnes, Catmur & Friends
Advertiser: Boundary Road Brewery
Campaign: The Resident
Category: Limited Budget: Less than $300,000
Agency: Clemenger BBDO
Advertiser: The Wellington International Ukulele Orchestra
Campaign: Nothing beats a jingle
Category: Consumer Services
Agency: DDB Group
Advertiser: Sky TV
Campaign: One small lick for Lloyd, one giant leap for E-billing
Category: Best Strategic Thinking
Agency: Barnes, Catmur & Friends
Advertiser: Boundary Road Brewery
Campaign: The Resident
Category: Most Effective PR/ Experiential Campaign
Agency: Mango
Advertiser: Fullers GreatSights
Campaign: Bay of Islands Freedom Fridays
Category: Best Strategic Thinking
Agency: Special Group with Naked/ Open Communications and Beat Communications
Advertiser: Unitec
Campaign: Unitec – We Make the People Who Make It
BRONZE EFFIE AWARD WINNERS
Category: Best Strategic Thinking
Agency: DDB Group
Advertiser: Lion
Campaign: Here’s To Us
Category: Best Strategic Thinking
Agency: DraftFCB New Zealand
Advertiser: Mitre 10 (NZ) Limited
Campaign: Making DIY Easy As
Category: Charity/ Not For Profit
Agency: Shirtcliffe and Co
Advertiser: SPCA Auckland
Campaign: It’s raining on our cats and dogs
Category: Consumer Durables
Agency: Clemenger BBDO
Advertiser: Mitsubishi Motors NZ Ltd
Campaign: Let’s do it all again
Category: Consumer Durables
Agency: DDB Group
Advertiser: SKY Television
Campaign: The coming of age of Father Time
Category: Consumer Services
Agency: DDB Group
Advertiser: Westpac
Campaign: Gone Overboard?
Category: Consumer Services
Agency: Special Group with Naked/ OPEN Communications and Beat Communications
Advertiser: Unitec
Campaign: Unitec – We Make the People who Make it
Category: Fast Moving Consumer Goods (FMCG)
Agency: Saatchi & Saatchi
Advertiser: Coca-Cola Amatil (NZ)
Campaign: From Love To Thirst
Category: Fast Moving Consumer Goods (FMCG)
Agency: Y&R New Zealand
Advertiser: Energizer New Zealand
Campaign: Energizer Batteries: If Dai can step up, so can you
Category: Limited Budget: Less than $300,000
Agency: Clemenger BBDO
Advertiser: New Zealand Transport Agency
Campaign: Flash Driving Game
Category: Most Effective Digital/ Social Media Campaign
Agency: Clemenger BBDO
Advertiser: New Zealand Transport Agency
Campaign: Flash Driving Game
Category: Most Effective Digital/ Social Media Campaign
Agency: DDB Group
Advertiser: Volkswagen
Campaign: Beetle Mania
Category: Most Effective Integrated Campaign
Agency: Colenso BBDO/ Proximity New Zealand
Advertiser: Frucor Beverages Ltd
Campaign: The V Motion Project
Category: Most Effective Integrated Campaign
Agency: DDB Group
Advertiser: Sky Television
Campaign: The coming of age of Father Time
Category: Most Effective Integrated Campaign
Agency: DDB Group
Advertiser: Lion
Campaign: Here’s To Us
Category: Most Effective Integrated Campaign
Agency: Special Group with Naked/ OPEN Communications and Beat Communications
Advertiser: Unitec
Campaign: Unitec – We make the People Who Make It
Category: Most Progressive Campaign
Agency: Colenso BBDO/ Proximity New Zealand
Advertiser: Frucor Beverages Ltd
Campaign: The V Motion Project
Category: Most Progressive Campaign
Agency: Clemenger BBDO
Advertiser: New Zealand Transport Agency
Campaign: Flash Driving Game
Category: New Product or Servce
Agency: DDB Group
Advertiser: Volkswagen
Campaign: Beetle Mania
Category: Limited Budget: Less than $300,000
Agency: Colenso BBDO/ Proximity New Zealand
Advertiser: Amnesty International NZ
Campaign: Trial by Timeline
Category: Fast Moving Consumer Goods (FMCG)
Agency: DDB Group
Advertiser: Lion
Campaign: Here’s to us