Two members of the FCB team will be heading to Rome in a couple of weeks to attend the 2014 Festival of Media Global as part of the agency's prize for winning the inaugural Herald Advertising Challenge.
In addition to plane tickets and festival passes, the prize also includes a $250,000 media rate card, which the agency can use to bring its winning entry to life.
This means that FCB's proposed plan for the release of Sony’s a6000 camera will come to life in the Herald sports section during a major upcoming sporting weekend, which is yet to be announced.
As part of the integrated campaign, certain fans – located on the sidelines and at other strategic vantage points usually reserved for the press – will be given the opportunity to capture images of sporting pros in action. The resultant images, all snapped with Sony's new camera, will then be used in the Herald's coverage of those sporting events.
A spokesperson for the Herald said that further details are yet to be confirmed on account of the fact that FCB and Sony are still finalising all the details.
Despite receiving strong entries from a variety of agencies, the judges were unanimous in their commendation of FCB's entry.
APN NZ's director of sales David Hoath felt that FCB’s entry “absolutely nailed it,” and he was particularly impressed with the way the campaign showcased both the "client's brand and the Herald's products."
Donna Gurney, the agency sales director, concurred with these sentiments and also applauded the campaign for not over-elaborating.
"I loved the simplicity of FCB’s Sony campaign," she said. "Photo journalism is one of the Herald’s strengths, and by recognising this and developing a highly relevant insight, along with a strong idea that created reader engagement and a very clever execution, this was clearly the winning entry.”
As part of of an agreement with the Herald, the two lucky FCB employees in attendance at the festival in Rome between 6 and 8 April will update StopPress and Herald readers via periodic blog posts during their stay.