60 creatives turned up at Generator in Britomart last week to eat, drink, be merry and spend one hour devising an outdoor campaign for Surf Life Saving New Zealand (SLSNZ) as part of the Adshel Creative Challenge. And it was the team from DraftFCB—Kevin Walker, Ant Bell and Adam Taylor, AKA team 'Analy Tigers'—that took the win.
Fuelled by beer, wine and tacos, the 15 teams were asked to come up to two concepts in response to the brief given on the night by SLSNZ sponsorship and marketing manager Mike Keech: to produce a call-to-action outdoor campaign that will make people feel emotionally compelled to donate money to the charity’s annual appeal.
- Check out some galleries of all the ideas and the humans responsible for them here.
The key focus for SLSNZ this year was to get across real life rescue stories that would give people a shot in the heart. The teams were encouraged to look at innovative ways of incorporating mobile into their campaigns and the winning concept also had to have the potential to reach across other media such as online and social media. And, in a change from previous years, they also had three minutes to pitch their idea to the judges.
“The winning campaign from DraftFCB successfully met the requirements from the brief and the concept will work really well with our outdoor media," says Nick Vile, general manager of Adshel. "The message out-take was strong and the call to action direct and simple. The concept also has the flexibility to reach across other media and will tie in effectively with mobile and online. We are looking forward to seeing the campaign up on our panels in January."
For their troubles, the threesome win a trip to Wellington with VIP tickets to attend Semi-Permanent 2013, a fancy meal and, of course, the Adshel Creative Challenge Trophy.
The judges—Keech, Vile, Merran Anderson of IAG (State and AMI) and Ben Fahy of StopPress—singled out a number of notable mentions on the night. All three team concepts from the Media Design School were commended including ‘Don’t you wish you had…’, which featured underwater images of people desperately trying to donate before they drown; ‘#Savesummer’, which the judges thought would work really well with a social media component of the campaign; and ‘When it happens, it won’t feel real’, an immersive idea for an Adshel panorama.
Other favourites were Ogilvy, which had the idea to fill Adshel panels with real jandals to show that without Surf Life Saving this summer could be your last; Running with Scissors, which incorporated Visa Pay Wave and reflective surfaces into their 'Wave to Save' concept to add ease of donation; .99, which used strong visual imagery of a person drowning to evoke an emotive response; and Clemenger BBDO, which produced a strong concept around ‘Generations’ that would have fantastic reach across all media and had potential to be used for a lifeguard recruitment campaign.
Keech says he was incredibly impressed by the calibre of talent on the night.
“The teams came prepared to work hard and think outside of the box to deliver us an engaging concept and that’s exactly what they did," he says. "We look forward to working with the team from DraftFCB and seeing their winning campaign executed with the support of Adshel and their partners.”
Surf Life Saving’s National Appeal will be launched on December 6, 2013, and run through to February 2, 2014 and comprise of activities across the country involving clubs and our partner with the big national day set for January 31.
The winning concept will run in Adshels around the country from January 13 – 27, 2014 as part of a $75,000 campaign.