DraftFCB and Mini are on a bit of a roll at the moment, with SPCA's Driving Dogs winning pretty much everything in sight (it has been shortlisted four times at the prestigious Festival of Media, second only behind ASOS’ best night ever with five). And the pair are victorious once more, with the 'Ducks' ad taking out News Works' newspaper ad of the month for March and the Mini newspaper NIM campaign getting a special mention.
There aren't too many car ads that don't feature the car, but it often seems to work, as evidenced by VW's brilliant park assist campaign a few years back. And the judges—Rob Longuet-Higgins, Barnes Catmur & Friends; Kim Ellison, Farrimond; Lisa Divett, Running with Scissors, and Kevin Walker, DraftFCB, who abstained—agreed, saying the ad is "different, clever and bold, with eye-catching art direction".
The Breeze’s ‘Painting the Lounge’ ad, which is part of its recent 'Take it Easy' campaign, also got a special mention, with judges commenting that it was “nice to see some good copy writing" and "it made the oldies amongst us smile".
March’s winning Ad of the Month creative team will receive $250 cash, with the ad sponsored by News Works NZ into the 2014 Axis Awards. And it is also 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.
To view all the finalists and enter check out the News Works website.
Agency – DraftFCB
Client – Mini
James Mok – Asia Pacific Executive Creative Director
Regan Grafton – Executive Creative Director
Tony Clewett – Executive Creative Director
Peter Vegas – Creative
Matt Williams - Creative
Nick Smith – Creative – Head of Art
Producer - Kelly Gillard
Retoucher - Denny Monk @ Light Farm
Toby Sellers – Group Account Director
Sally Willis – Account Director
Stephanie Huber – Account Manager
Credits (The Breeze):
Agency – Mediaworks & Brown Trousers
Client – The Breeze
Isaac Thackray - Creative concept & Art Direction
Guy Johnson - Designer