The New Zealand advertising scene is always pretty proud of its per capita hauls in the world’s big creative awards. And 2013 appears to be no different, with the combined awards won between Kiwi agencies—a record haul of 32—placing us 9th on the list at the 60th Cannes Festival of Advertising.
In total New Zealand brought home four gold, one Effectiveness Lion, nine silvers and 18 bronzes, with DraftFCB leading the way with 12 roaring pussycats for two campaigns, SPCA/Mini’s Driving Dogs and Prime TV’s ‘Secret Diary of a Call Girl’.
SPCA/Mini | Driving Dogs | Direct – Product & Service Charities | Gold |
Prime TV | Secret Diary of a Call Girl | Radio – Publications and Media | Gold |
Prime TV | Secret Diary of a Call Girl | Radio – Best Use of Radio as a Medium | Gold |
SPCA/Mini | Driving Dogs | Direct – Best Use of Digital Direct Market, Social Media and Viral Marketing | Silver |
SPCA/Mini | Driving Dogs | PR -Charity | Silver |
SPCA/Mini | Driving Dogs | Promo & Activation – Best Use of Experiential Marketing in a Promotional Campaign | Silver |
SPCA/Mini | Driving Dogs | Promo & Activation – Charities | Silver |
Prime TV | Secret Diary of a Call Girl | Promo & Activation – Best Use of Guerrilla Marketing in a Promotional Campaign | Silver |
SPCA/Mini | Driving Dogs | PR – Best integrated PR campaign | Bronze |
SPCA/Mini | Driving Dogs | Outdoor – Ambient, Stunts & Live Advertising | Bronze |
Prime TV | Secret Diary of a Call Girl | Outdoor – Ambient, Stunts & Live Advertising | Bronze |
SPCA/Mini | Driving Dogs | Cyber – Viral Marketing | Bronze |
DDB won eight Lions in total, including the highly coveted Creative Effectiveness Lion (one of only six, plus the grand prix, handed out). And, given its fairly limited haul at Axis, this was a much better performance than expected.
Lion | Steinlager ‘Believe’ | Creative Effectiveness | Gold |
Hutchwilco | Secret Fishing Spots | Mobile – Best Integrated Campaign | Silver |
YWCA Auckland | Coffee Cart | Best Use of Promo & Activation – Best Use of Experiential | Silver |
Hutchwilco | Secret Fishing Spots | Best Use of Promo & Activation – Durable Goods | Bronze |
YWCA Auckland | Demand Equal Pay | PR – Sectors & Services | Bronze |
Hutchwilco | Secret Fishing Spots | Mobile – Mobile Apps | Bronze |
YWCA Auckland | Demand Equal Pay | Direct – Strategy – Best Low Budget Campaign | Bronze |
Hutchwilco | Secret Fishing Spots | Branded Content | Bronze |
Colenso BBDO took a total of four Lions, well below last year’s haul, but it’s bloody hard to win a Lion, so it pays to remember that’s still pretty good.
Amnesty International | Trial by Timeline | Direct – Best Use of Digital Direct Marketing, Websites, Microsites & Banners | Gold |
Amnesty International | Trial by Timeline | Direct – Product & Service, Public Health & Safety, Public Awareness Messages. | Bronze |
Frucor | V Motion Project | Cyber – Craft, Best Music/Sound Design | Bronze |
Frucor | V Motion Project | Cyber – Other Digital Channels
| Bronze |
Alt Group continued its award-winning ways, with two silvers in design for Fisher & Paykel’s Social Kitchen and Silo Theatre’s brand identity.
Fisher & Paykel | Social Kitchen | Design – Exhibitions & Live Events | Silver |
Frucor | Brand identity |
Design – Small Scale logo and visual identity
| Silver |
Clemenger BBDO won two Lions, all for NZTA (OMD and Resn were involved in the ‘Flash’ game and the Radio Legends counts as one bronze).
NZTA | Radio Legends (1 of 4) | Radio – Public Health & Safety | Bronze |
NZTA | Radio Legends (1 of 4) | Radio – Public Health & Safety | Bronze |
NZTA | Radio Legends (1 of 4) | Radio- Public Health & Safety | Bronze |
NZTA | Radio Legends (1of 4) | Radio – Public Health & Safety | Bronze |
NZTA | Flash | Media – Charities, Public Health & Safety, Public Awareness Messages | Bronze |
Y&R NZ took a couple of bronzes for its MetService mobile app.
MetService | Weather to Wake app | Mobile – Services | Bronze |
MetService | Weather to Wake app | Direct – Best Use of Digital Direct Marketing, Mobile Marketing) | Bronze |
Special Group won one bronze for its design work on OOB.
OOB | OOB packaging | Design – Core FMCG | Bronze |
And WhybinTBWA rounded out the winners list with one bronze for Tourism NZ.
Tourism New Zealand | 100% Middle-earth | PR – Travel, Tourism & Leisure | Bronze |
In addition to these wins, Zoe McIntosh also took first prize in the Cannes Lions Young Director awards for DDB’s YWCA TV spot. And Kiwi director Hugh Mitton was also acknowledged in the MOFILM Awards at Cannes for his work on Coca-Cola. See their work here.
Kiwi agencies won 21 awards in 2012, which was an improvement on 2011’s paltry six lions and just below the previous record of 25 lions in 2010.
According to Campaign Brief, the US came first, Australia came second (also with a record haul, led largely by McCann Melbourne’s ‘Dumb Ways to Die’) and Brazil and the UK were third and fourth. But there’s no doubt that, much like the whole of New Zealand after the London Olympics, New Zealand agencies will be talking up the per capita factor.
See all the results by country here.