‘And’ is by no means the sexiest or most attention-grabbing word in the dictionary. But Ogilvy Wellington's clever and repetitious use of the word in a print ad for Open Polytechnic has garnered it the top spot in July’s round of the Glossies.
The ad, featured in Woman’s Day, snapped up 40 percent of votes, followed by Farrimond’s effort for Strepsils, also in Woman’s Day, with 30 percent. The bronze medal went to .99 for its Rinnai campaign featured in NZ House & Garden.
Account director Laura Page says research insights from Colmar Brunton revealed people were feeling pessimistic about the future and not in control, and so the creative team wanted to make sure people took away the message that they could be in control of their lives through the Open Polytechnic.
“Open Polytechnic is about overcoming the busyness and ‘buts’ of everyday life and showing how you can get on with life and make a better future for yourself,” she says. “We wanted to show that Open Polytechnic can remove the obstacles that the busyness of everyday life puts in the way. The flexibility and connectivity of Open Polytechnic learning means you can take control and get on with life while studying to make a great future for yourself.
“ You can work and study. You can raise a family and build your prospect. You can live your life and create a new one. It’s about being able to balance life and have the ability to change your life if you want to.”
This Glossie winning print ad forms part of larger campaign integrating TVC, outdoor, magazine, online and time saver traffic radio sponsorship.
Agency: Ogilvy New Zealand
Client Company: Open Polytechnic
Client Contacts: Michelle Stemp, Serena Martin, Josh Hussey, Doug Standring
Creative Team: Steve Cooper, Nigel Richardson, Mike Dorsey, Hugh Mitton
Account Team: Laura Page, Bridgette Yates, Tony Gardner, Alex Grover, Nicky Calder
Media Strategists: Julie-Ann Hedges, Brooke Rae