Lindauer has been on a mission to empower the girls this year, and, in an extension of the Girs' Night Out brand campaign, DDB played on the Sunday Star Times About Town section by creating an ad featuring forlorn, lonely male partners who were left at home to wallow in self-pity, iron, eat pizza, pat cats on stairs and watch TV with men friends as the girls got amongst it on Lindauer's National Girls’ Night Out. And the esteemed judging panel of Matt Sellars from Saatchi & Saatchi, Crispin Schuberth from Barnes, Catmur & Friends, Paul White from AUT and Oriel Davis-Lyons from Special Group chose it as the best of the November bunch.
- Check the ad out here.
The judges commented that the 'Around Town' feature “made great use of the medium and represented a real idea that went beyond just being an ad into the media space with a great extension of the brand campaign.”
But they were tough to please this month, adding: "This could have been improved further with a more rewarding read.”
And in addition to the print campaign, it has also been collecting texts after duplicitous fembots gave interested male parties a fake number, although Lindauer says it can't show the "really juicy ones".
November’s winning Ad of the Month creative team will receive $250 cash with the ad sponsored by News Works NZ into the 2013 Axis Awards. It is now a finalist in the 2012/13 $10,000 Newspaper Ad of Year competition judged next year. Any ad that's run in any newspaper around the country is eligible to enter the competition. Email firstname.lastname@example.org for competition details.
Visit all the finalists at the News Works website www.newsworksnz.co.nz
Credits for the ‘Don’t Worry Boys’ Lindauer ad go to:
Agency: DDB Group New Zealand
Client: Lion Nathan
Marketing Manager – Wine – Susan Cassidy
Brand Manager – Lindauer – Kylie Biddle
Executive Creative Director – Andy Fackrell
Group Business Director – Angela Watson
Art Director – Julia Ferrier
Copywriter – Jennie Liddell
Photographer: Sonya Nagels
Account Manager: Maria Bjorkman
Mac Operator: Graham Bannister