Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what True's creative directors Dom Antelme and Ian Sweeney thought about 2015.
1. Favourite local campaign that isn't yours
ASB Clever Kash. Finding a positive spin on ‘money’ is never easy. But this is a great example of a brand actually trying to do something useful for its customers. We could all learn a thing or two from this idea. If you really want to convince people you’ve got their best interests at heart, don’t tell them, show them.
2. Favourite campaign that is yours
Men In Black – Safety Defenders. We’re both huge rugby fans so working with the All Blacks was a real privilege.
3. Favourite international campaign
Volvo Lifepaint, Shot on iPhone 6 and Taylor Swift’s tour of New Zealand.
4. Least favourite campaign
Too many to choose from.
5. Your own biggest success
Men In Black – Safety Defenders beating Justin Bieber in the top ten trending videos in New Zealand.
6. Favourite magazine/website/TV show/radio show/podcast/news service/app/song/other
Master Of None, Orange Is The New Black, Narcos, Shameless. All on Netflix and commercial free. Scary…
7. Most ridiculous buzzword
8. Best innovation
Vinyl records. You can actually hold them.
9. Most over-hyped ‘innovation’
The Hoverboard, the Apple Watch and the Hoverboard App for your Apple Watch.
10. Best brands
Air New Zealand (of course), Garage Project, Netflix, The New Zealand flag.
11. Best stoush of the year
The McWhopper campaign. Is that a stoush? Who cares, it was a great PR stunt.