1. Favourite local campaign that isn't yours
Duane and Alan’s campaign to get New Zealanders to buy Awaroa Beach. A part of the country that’s close to my heart. Turns out I’m not alone! Well done guys. A fantastic, positive campaign for a truly magical place. I remember swimming there as a kid and dodging paddle crabs as large as dinner plates.
Also have to mention New World’s Little Garden. While we were away for summer break, the neighbour's kids were watering our New World crop as well as their own. When I got home, it was the first thing I checked. No other brand has affected me, my family and my local community in such a positive way this year. Around our neck of the woods there are heaps of little gardens that are starting to get quite big.
2. Favourite campaign that is yours
Adam Savage’s visit to Weta Workshop with tested.com. Two days hanging out with one of the best online content teams out there, and boy did they give us some good coverage! Over an hour of thoughtful, well executed content that was right in the Workshop’s wheelhouse. Furthermore, the crew loved it! Bonus points for Adam mentioning us as his favourite thing of 2016.
3. Favourite international campaign
Deadpool. With the meta tone of the source material, this could have been a bus crash. But every gif, every poster, every video and every tweet made me smile. And there were a whole bunch of them.
This idiotic/brilliant billboard is why I'm all in on the DEADPOOL movie. I'm an easy lay. pic.twitter.com/jSRorPvaCp— Patton Oswalt (@pattonoswalt) January 13, 2016
4. Least favourite campaign
Let he who has never made a rubbish ad cast the first stone.
5. Your own biggest success
Surviving year one as a dad.
6. Most significant launch/innovation/thing of the year
The minimalism movement. Thrift shops are going to do very well out of this one, I reckon! We’ll all be sick of hearing about it soon enough. Dinner conversations will echo with the puffy vocal flatulations of people talking about how they’ve 333’d their wardrobes and thrown out all their salad bowls. Ultimately though, a move in the right direction.
7. What should be un-invented?
Smart phones. Have we reached the point where the negatives outweigh the positives? I’d say we have.
8. Lamest trend
The word ‘binge’. Attention TV channels: it’s not compulsory to include this in your advertising.
9. Best brands
Allbirds shoes. Nice one Tim.
10. Best stoush
Hauraki’s Matt and Jerry vs Ben Stokes’ mum.
The kids from Stranger Things.
Patrick Stewart in Green Room.
13. What died in 2016?
Not John Snow, that’s for damn sure.
14. What’s the biggest mistake marketers will make in 2017?
Substituting creativity, experience, decisiveness and guts with analytics and data. I, for one, am drowning in data. Somebody throw a me a sanity preserver!
15. Will the robots become sentient and kill us all (asking for a friend)?
Can’t we all just get along?