DDB Aotearoa and Vogel’s have nabbed three Wooden Pencils at the 2025’s D&AD awards for the Certified Toasters campaign.
D&AD celebrates creative excellence crafted by agencies all over the world, and has become a
widely respected award organisation. This year, D&AD received the most submissions since
their inception, from 86 countries round the world.
Testing toasters
The campaign, produced for Goodman Fielder, was presented as the solution to never burning your morning Vogel’s ever again. It involved testing the toasters on sale at The Warehouse with a slice of bread to workout the correct toasting time.
Each of the toasters were then given a Certified Toasters sticker, along with instructions of how to achieve the perfect piece of toast. The campaign was lauded for the way it solved a problem Kiwis across the country have every morning.
It’s also quirky, innovative take, winning the Wooden Pencil across three different categories: acquisition + retention, brand partnership and media collaboration.
Incredible honour
DDB Aotearoa chief creative officer Gary Steele says the campaign had been recognised for what it was – one of the best campaigns of the year, and it was a privilege to bring it to life alongside the Vogel’s and Goodman Fielder team.
“The D&AD Awards are the toughest awards in the industry to win, so having our Vogel’s
campaign stand alongside the world’s biggest brands is an incredible honour.
“It’s a huge moment for everyone at DDB Aotearoa – and it wouldn’t have been possible without
the amazing support of the team at Goodman Fielder,” Steele adds.
It is part of a wider creative concept put together by DDB Aotearoa, which includes Vogel’s Breadywear activation at Auckland Aiport and the latest initiative, Toastcards.
Certified Toasters also picked up a Grand Prix at the Spikes Asia Awards last month.
