The innovative entries came from far and wide—even for the first time from Britain—but DraftFCB's Tony Clewett and the fantastically named Rob Banks had the stand-out with their 3D saw made from mock fifty dollar notes and were awarded Best in Show at this year’s Art of The Envelope Awards. “This piece featured an ingenious use of the outer to convey the message and grab attention. It was not only relevant to the target audience, but it was impossible to ignore," says New Zealand Post’s Fiona Woolley. "Seeing every person who came across it (pre-, during and post- judging) pick it up and have a go at sawing with it proved that this was a piece that really did achieve 'cut through'... Yet again we’ve been thrilled by the creativity on offer from the very talented people in our industry. We would like to thank everyone who entered the Art Of The Envelope awards this year and we hope that it will help to inspire people to continue designing ‘envelope art’ that truly pushes creative boundaries.”
The winners were announced at an awards ceremony in Auckland last night, hosted by Dave Gibson, musician and founder of online t-shirt company Closet. The ‘Kustom Konnection Saw’ for Genesis also won the Mailed Masterpiece category (includes 3D pieces that have been mailed or delivered) and the Best in Show accolade meant the pair got to choose between a $5,000 ‘long lunch’, a $5,000 travel voucher or $5,000 towards awards entry fees.
Other category winners were:
- The 50 Cent Classic (creativity in a regular envelope up to Max-POP size that can be mailed economically) – ‘They Took Everything’ for AMI by Erin Gulyas, Christabel Spong and Frances Cooke, AUT University
- Redefine & Redesign (work that redefines the concept of an envelope to produce an artistic or futuristic masterpiece) - ‘AXIS Awards’ for New Zealand Post by Alex Hamilton, Matt Shirtcliffe, Jeff Harris and Heath Davy, Saatchi & Saatchi
Highly Commended Entries were:
- ‘Baby RAPP’ for RAPP by Jason Hall (RAPP) – Mailed Masterpiece
- ‘The Pacific’ for TVNZ by Dave Rogers (Geon Group) – Mailed Masterpiece
- ‘Library Invite’ for National Bank by Jason Hall (RAPP) – Mailed Masterpiece
- ‘Premature Baby’ for Mercury Energy by Ant Salmon (Big Communications) - 50 Cent Classic
- ‘Are You Missing Cover’ for AA Life by Alex Hamilton (Saatchi & Saatchi) - 50 Cent Classic
Each of the three winning category entries receives a choice of a Digital SLR Camera, shopping voucher or iPod Touch and iPhone combo, each to the value of $2,000.