If you hear Coldplay blasting from the offices of Colenso BBDO and FCB today, don't be alarmed. They're probably just celebrating the prestigious Yellow Pencils they won at the D&AD Awards last night.
Colenso BBDO's Trial by Timeline for Amnesty International won in direct – direct response/digital and FCB New Zealand's 'Food photos save lives' for Unicef won in mobile marketing – integrated mobile campaigns.
Trial by Timeline has been raking in the awards since it launched in October 2012 on the back of Amnesty's 'Protect the Human' campaign. And rightfully so, as the Facebook application that shows users what some comments or behaviours might have cost them if they lived in different, less tolerant countries is a brilliant use of social data. But FCB's campaign for Unicef managed to slip under the radar, and the first many saw of it seemed to be when it won an award at Axis. It too, was a brilliant, quite subversive way of using social media to draw attention to those less fortunate and using food photos for good.
As it says on D&AD: "Photographs of meals on social media profiles are a global first-world phenomenon. They're also a tragic contrast to the millions of children suffering from severe malnutrition. But what if the food photo trend could be used to save lives? This social media campaign for Unicef New Zealand hijacked food photos as they were posted, pricking the consciences of the privileged to encourage them to buy Unicef Survival Food Aid Packs. In appreciation we enabled them to share a different type of food photo – their just purchased Unicef Survival Food pack on a plate."
Overall, New Zealand agencies won two Yellow Pencils, six nominations and, one level down, seven In-Books.
In addition to its Yellow Pencil, FCB received nominations for the 'Devil's Chair (Animation for Film Advertising) and 'Brothers in Arms' (Direct Response and Digital) and Colenso BBDO scored two nominations, one for Samsung's Smartphone Line in Ambient and Trial by Timeline in Art Direction for Direct. Clemenger BBDO scored a nomination for its New Zealand Transport Agency (NZTA) film 'Blazed' in the TV Commercials 61-120 seconds category and Whybin\TBWA was nominated for 'Meeting of the Minds' in Writing for Design.
In-Book nods were given to DDB New Zealand for Lion 'Be The Artist, Not the Canvas' in TV Commercials 41-60 seconds, Clemenger BBDO New Zealand for NZTA 'Expert Opinion' in TV & Cinema, Curious for NZTA's 'Blazed' in Film Advertising Craft, Whybin\TBWA for 'Meeting of the Minds' in Direct, Alt Group for Silo Theatre's identity in Posters (Graphic Design), and Colenso BBDO for Trial by Timeline in Animation & Illustration for Digital Marketing.
Across the ditch, 'The Most Powerful Arm' earned Australia a prestigious Black Pencil. In total, Australia achieved 23 In Books, 10 Nominations, three Yellow Pencils and one Black Pencil at the 2014 awards, which was good enough to give it 5th place in the country rankings.
As D&AD said: "Socially progressive, ethical and innovative advertising and design took centre-stage at the awards as seven Black Pencils were awarded in total [check out all the Pencil winners here]. 'The Most Powerful Arm' capped another fantastic year for Australia, all the more noteworthy for being one of the first Black Pencils ever awarded in the newly introduced Technological Innovation categories."
Road to Recovery by DDB Sydney for Diageo and Phubbing: A Word is Born by McCann Erickson Melbourne for Macquarie Dictionary also took Yellow Pencils.
Trial by Timeline
Agency: Colenso BBDO
Creative Director: Levi Slavin
Digital Creative Director: Dan Wright
Art Director: Anna Stickley
Copywriter: Ben Polkinghorne
Account Team: Helen Fitzsimons / Eileen Cosgrove-Moloney
Producer: James McMullan
Production Company: Assembly
Food photos save lives
Advertising Agency: Draftfcb New Zealand
Designer: Michael Braid
Creative Director: Greg Wood
Executive Creative Directors: Tony Clewett, Regan Grafton, James Mok
Digital Designer: Tony Susi
Copywriter: Kevin Walker
Digital Producer: James McMullan
Director of Integrated Production: Haydn Thomsen
Account Director: Sarah Raine
Digital Strategist: Steph Pearson
Art Director: Melina Fiolitakis
Senior Designer: Nick Smith