News Works has announced the end of an era this week, with it drawing the Newspaper Ad of the Year and Newspaper ad of the Month competitions to a close to focus on student talent.
The awards, which began 10 years ago, were designed to encourage a new generation of creative to think differently about newspaper advertising and saw the Ad of the Year winners take home $10,000. DDB was the reigning champion for the past three years.
The ending of the awards comes as daily newspaper readership continues to drop, while digital readership stays on the incline, according to Nielsen's Media Trends 2016.
News Works is now turning its focus to the Student News Media competition, which recognises the emerging talent coming through New Zealand’s universities and design schools.
This year’s competition saw students from Media Design School take the top spot for their take on the ‘real-life’ brief from JUCY. The campaign, targeted over 45s and called for innovation and integration across print and digital and attracted entries from AUT, Media Design School and the University of Otago’s Brandbach.
Stan Lee and Aiken Hutcheson were crowned the winners for their cheeky and risque ‘live like a person, not a parent’ campaign, and took home the cash prize.
Image from News Works.
A 48-hour topical category was also taken out by Media Design School students, with Josh Foley and Brooke Wiley winning with 'Happy Socks'.
News Works received over 90 entries across the two categories. News Works head of marketing, Diane Hannay, said in the release, it’s encouraging to see so many youth engaging with news media.
“We have an important role to play in educating the next wave of creative and media talent about the role and value of news media. With digital and social grabbing so much of this generation’s attention, it’s important for them to release that not everybody has the same media consumption habits as they do.”