Lorde’s letter of thanks to fans in the lead up to last month’s Grammy Awards and her Auckland Laneway makeup gig was the judge’s pick for January’s News Works Ad of the Month. And they reckon it wouldn’t have worked in any other medium except the venerable newspaper.
“The tone of the writing reflected the authenticity that it came from Lorde herself,” the judges said. “It was a crazy day and my friends and family over here are still freaking out,” the letter said about the Grammys. “I just want to say thank you for the time you’ve given me over these past 14 months.”
Third equal place went to DraftFCB for the Pak’n Save ad Blowing My Mind, which the judges said showed the “best use of a starburst in a New Zealand medium in the history of advertising”; and Special Group for News Works Things Are Believed First In Newspapers.
December’s pick was True’s effort for the ANZ Blackcaps match against the West Indies, with judges highlighting the standard of copywriting. The ad was designed as a windscreen flier, warning fans their vehicle windscreens were in danger of being smashed if they went to the game.
Judges also commended DraftFCB’s Meat Week ad for Pak’n Save, Whybin\TBWA for Minds for Minds and Assignment for its Absolutely Positively Wellington campaign.
To see who’s at the top of the table, see agencyleague.co.nz
Client: NZ Cricket
Creative: Scott Moyes and Melissa Chardet
Design: Olivia Knox
Artworking: Melissa Chardet, Olivia Knox and Natasha Vranjes
Photography: Daniel Hawke
Creative Director: Craig Pethybridge
Account service: Matt Dickinson and Hadley Warrick
Agency: Ella Yelich O’Connor in association with Saiko Management