DDB's YWCA ads dominate Newspaper Ad of the Year Award

  • Advertising
  • September 19, 2013
  • StopPress Team
DDB's YWCA ads dominate Newspaper Ad of the Year Award

DDB's campaign for the YWCA promoting equal pay for women has found plenty of favour with awards juries around the world, most recently at Spikes Asia. And it's also got the tick of approval from the judges of the 2013 Newspaper Ad of the Year awards, winning the main prize and the award for Best Topical advertisement. 

 Headlined ‘From now until the end of the year, women will work for free’, the ad was praised by the international judges for a ‘simple provocative headline that asks the reader to engage’. A sibling ad – “If you pay peanuts you’ll get women” –took out the Best Craft - Copy award, with the judges saying the ad had a “good headline and persuasively written copy”.

 

Describing the 2013 Newspaper Ad of the Year as presenting a “clever smart idea”, judges Tony Davidson and Kim Papworth from London agency Wieden + Kennedy said it represented “an interesting use of topicality which used time powerfully to dramatise the point”.

The strong copy informs readers that women in New Zealand are paid ten percent less than their male counterparts and, as part of the world’s largest women’s organisation, YWCA will be trying to get the Pay Equity Bill introduced in Parliament.

Saatchi & Saatchi Wellington’s advertisement for the capital’s Zoo was runner up in ad of the year after taking out the Best Craft – Art award. Headlined “Bear got your tongue”, the ad had strong art direction and illustration and, according to the judges, it was “a joy to behold”. 

The OMD advertisement for Auckland Heart of The City was headlined ‘Here’s 79 reasons to love your city’ and took out the award for Best Media Thinking. And Colenso BBDO won the award for Best Digital for Instant News Satire, an online ad for Samsung’s Galaxy Note II that saw topical cartoons created online and on the fly.

As for the students, art director Gentiani Shabani and copywriter Melanie Lynskey from Auckland’s Media Design School took out the 2013 Student Newspaper Advertising Competition and $500 cash.

The Farmers Father’s Day Challenge involved students preparing an ad campaign to drive newspaper readers to buy the perfect gift for dad. And the big idea that took the top award was that it was about time the kids paid back dad for all the money he had spent on them over the years.

In their campaign called 'Pay him back with love', the student creatives used imagery that was indicative of both the sacrifices dad had made and money he had spent over the years.

Two students from Media Design School—Avanii Mann and Sam Pascoe—also won the Topical Brief award for Rangitikei Free Range Eggs, which featured images of a chicken mascot tackling a streaker at a sports event. The accompanying caption informed readers that “Great things happen when chickens have room to move”.

Second in the Farmers Challenge was AUT’s Wade Johnson and Adam Neale while third equal were two teams from Media Design School – Renee Warner and Avani Maan and Bronte Adshead and Valentina Kanani.

Media Design School also nabbed the three runners up spots in the topical ad category, one of them by Melanie Lynskey. The talented youngster also recently won the top copy prize at The Crowbar International Student Awards in Singapore.

The big winners: 

2013 Ad of the Year & Best Topical

Client: YWCA – Work For Free

Agency: DDB

Executive Creative Director: Andy Fackrell

Creative Director: Steve Kane

Creatives: Johnathan McMahon, Lisa Fedyszyn, Simone Louis, Toby Morris

Judges’ comments: A simple provocative headline that asks the reader to engage. Interesting use of topicality, which used time powerfully to dramatise the point. A clever, smart idea.

2103 Ad of the Year Runner Up & Best Craft – Art

Client: Wellington Zoo – Bear got your tongue

Agency: Saatchi & Saatchi, Wellington

Executive Creative Director: Antonio Navas

Creatives: Mike Davison, Mariona Wesselo-Comas, Emily Drake, Anne Boothroyd, Sarah Litwin-Schmid, JP Twaalfhoven

Judges’ comments: The strength of this ad was the art direction and illustration. A great use of big space, a joy to behold. Such a refreshing thing to open your newspaper to, with appeal to both adults and kids.

Best Craft – Copy

Client: YWCA – Peanuts

Agency: DDB

Executive Creative Director: Andy Fackrell

Creative Director: Steve Kane

Creatives: Jonathan McMahon, Lisa Fedyszyn, Simone Louis, Toby Morris

Judges’ Comments: Good headline and persuasively written copy.

Best Digital

Client: Samsung Galaxy Note II

Agency: Colenso BBDO

Creative Director: Levi Slavin

Digital Creative Director: Dan Wright

Creatives: Anna Stickley, Ben Polkinghorne

Judges’ Comments: A fun way to be topical using a feature of the product. This ad had nice interaction with the media, and good use of newspaper assets/editorial.

Best Media Thinking

Client: Heart of the City

Agency: OMD

Managing Partner (Strategy): Andrew Reinholds

Business Director: Chrissy Payne

Account Director: Colleen Porath

Digital Business Director: Judit Maireder

Digital Planner Buyer: Sissy Griffiths

Judges’ Comments: This campaign maximised the medium by integrating across a number of lifestyle topics, using editors to influence the beginning of a multiplatform movement that had appeal to all kinds of people. It was ubiquitous across all print and digital touch-points and importantly led content for other media placements.

NB. No winner was awarded for Best Integrated. 

Special mentions: 

Best Craft – Art

Runner-Up: Client: Wellington Zoo – Eye of the Tiger, Agency: Saatchi & Saatchi, Wellington

Highly Commended: Client: Say No to the Corporate Banana – Puppet, Agency: Special Group

Best Craft – Copy

Runner-Up: Client: YWCA – Venus, Agency: DDB

Runner-Up: Client: Sky TV – Chuck Norris, Agency: DDB

Best Digital

Runner-Up: Client; Mammoth Modern Insulation – Mr Morgan, Agency: Sugar & Partners

Best Media Thinking

Runner-Up: Client: Mercury Energy – The Transparent Newspaper, Agency: Whybin\TBWA

Highly Commended: Client: Maori TV, Agency: Mediacom

Best Topical

Runner-Up: Client: Hell Pizza – Hell strikes back, Agency: Barnes, Catmur & Friends

Highly Commended: Client: Mammoth Modern Insulation – Mr Morgan, Agency: Sugar & Partners

Best Integrated

Highly Commended: Client: Heart of the City – Love Your City, Agency: OMD / Colenso BBDO 

The Students: 

Farmers Father’s Day Challenge

Winner

Dad loves you this much - Media Design School – Art Director: Gentiani Shabani   Copywriter:  Melanie Lynskey.

Judges’ Comments: Really liked the insight – the bigger idea. It was a nice way in and lead into the retail elements well. The idea works well in print.

Second

See it Dad’s Way - AUT - Wade Johnson and Adam Neale

Third Equal

Dad's Barricade – Media Design School – Art Director: Renee Warner Copywriter: Avani Maan

It pays to be a dad – Media Design School – Art Director: Bronte Adshead Copywriter: Valentina Kanani

Highly Commended

Follow the dots – Media Design School - AD: Kirsty Hitchcock   Copywriter: JianXin Tay

Topical Brief

Winner

Rangitikei Free Range Eggs – Media Design School - Avanii Mann & Sam Pascoe

Runners-up

Mt Difficulty – Media Design School - Melanie Lynskey

X-Factor – Media Design School - Hannah King and Kirsty Hitchcock

SPCA – Media Design School - Gentiana Shabani & Renee Warner

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