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.
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: WhybinTBWA
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