The John Caples awards were dished out in New York this week to honour the world’s best direct and interactive marketing and there was plenty of New Zealand work deemed good enough to make it onto the dais. But it was DraftFCB that got the most applause, ending up as the best performing Australasian agency with eight awards, while Colenso and AIM Proximity picked up eight awards between them.
DraftFCB took home four golds, one for its Bond+Bond billboard featuring moveable magnetic letters in the Out Of Home Billboard section and three for MINI ‘Mostnificent’ in Best Direct Mail (Flat 1 – 500 pieces), Best Copywriting and Best Art Direction.
The judges described the Mini ‘Mostnificent’ campaign, which showed how a driver could achieve ultimate Mostnificence by purchasing the new model, thereby measuring up to the hyperactive, shark-punching Saskatchewan woodsman whose exploits are detailed in an oversized pelt-covered book, as “crazy stuff, brilliantly executed” and “beautifully designed and written”, “perfect for the Mini brand”. And as for the Bond+Bond work: “It’s a charming way to react to constant price changes – very different to the traditional retail hard-sell”.
The Mini Soho ’15 cars, 15 campaigns’ took two silvers, one for Launch Campaign and one for Best Art Direction, while the Families Commission ‘Cardboard Cutouts’ won bronze in Television and the National Depression Initiative ‘The Journal’ took bronze in the Integrated Campaign.
Colenso BBDO’s ‘Real Stories’ campaign for TVNZ’s The Pacific, which featured actual letters sent home from soldiers during World War Two and culminated in an aerial dogfight over Auckland’s Mission Bay, picked up four awards including a gold for Launch Campaign and three silvers in the Integrated, Out Of Home and Print Collateral categories. AIM Proximity also collected gold for its ‘Virginity Map’ microsite to promote TVNZ’s Go Girls.
Colenso BBDO and AIM Prox collaboration ‘Yellow Chocolate’ picked up two silvers in the Integrated and Print Collateral, Non-Mail categories and Colenso BBDO received a bronze for its ‘Lost my Sock’ campaign for Fisher & Paykel.
Check out the rest of the winners here.