Effies déjà vu as DDB retains most effective agency title and DraftFCB takes top prize for The Journal—UPDATED

  • Advertising
  • October 11, 2013
  • Ben Fahy
Effies déjà vu as DDB retains most effective agency title and DraftFCB takes top prize for The Journal—UPDATED

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. 

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 the other lie detector tests here. And check out the NBR's Best Dressed slideshow here

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

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Spotify gives its outdoor campaign a witty local twist

  • Advertising
  • August 17, 2017
  • StopPress Team
Spotify gives its outdoor campaign a witty local twist

At the end of last year, Spotify crunched the numbers and surfed its playlists to give thanks to its users for a 'weird' 2016. Now, Spotify's brought its highly successful 'Platform for Discovery' campaign to New Zealand shores to highlight some the most bizarre habits of Kiwi listeners.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit