Rapp Tribal wins Webby for raising awareness of workplace sexism—UPDATED

UPDATE: Rapp Tribal is the only New Zealand agency to win a Webby Award this year, catching the eye of the judges for its Demand Equal Pay corporate social responsibility campaign in partnership with the YWCA. Interactive, print and media elements worked together to raise awareness of New Zealand’s pay disparity between men and women.

The Webby Awards honour creative web development and online multimedia. Rapp’s entry was one of 11, 000 this year – with it being the only Kiwi agency nominated in any category (although there were several honourees). Wellington digital agency Resn was involved in the critical execution of three nominated works, but wasn’t an official nominee (that honour going to Resn’s agency clients instead).

Although it won the overall Webby, Rapp’s campaign was beat out by Coca-Cola’s Arctic Home environmental campaign for the people’s choice award in the CSR category.

The ‘Demand Equal Pay’ campaign put the spotlight on pay disparity in New Zealand with women paid 10% less, for doing the same job as men. Through TV, print, online, and experiential, this campaign highlights how absurd it is for the two genders to be treated differently when it comes to money.

DDB creative director Aaron Goldring says winning a Webby for ‘Demand Equal Pay’ is the ultimate honour.

“The Webby Awards are often described as the Oscars of the internet, for digital geeks it’s the highest honour. This win is testament to the fantastic digital specialists we have at DDB and reflects the impact a digitally integrated idea can have. We’re proud to have played a role in highlighting an important issue in New Zealand.”

DDB New Zealand managing director Justin Mowday says the Webby Award recognition adds yet another string to the agency’s bow.

“To have our digital and creative capabilities acknowledged on a world stage again is an honour we don’t take lightly. To have our work sitting alongside that of celebrated brands such as Coca-Cola and Tumblr is a real accomplishment for us and our clients,” says Mowday.

This year’s Webby Awards received more than 11,000 entries from over 65 countries. From the thousands of entries submitted to The Webby Awards, only seven percent, five in each category, are recognised as nominees.

We’re certainly looking forward to hearing Rapp Tribal’s five word speech. Feel free to add your suggestions in the comments. 

Demand Equal Pay Credits:

  • Andy Fackrell: Executive Creative Director
  • Steve Kane: Creative Director
  • Jonathan McMahon: Copywriter
  • Lisa Fedyszyn: Art Director
  • Simone Louis: Copywriter
  • Toby Morris: Art Director
  • Jenny Travers: Account Director
  • Aaron Goldring: Creative Director
  • Paul Pritchard: Digital Services Director
  • Matt Webster: Copywriter
  • Ben Barnes: Art Director
  • Sam Schrey: Senior Interactive Designer
  • Robbie Boyd: Developer
  • Simon Crocker: Developer
  • Jarrad Edwards: Developer
  • Paul Shannon: Producer

Original Story: New Zealand advertisers and web folk are once again in the play at the Webby Awards, which recognises innovation and creativity in the interactive and digital space. 

At this stage the nominees and honourees have been announced. Nominees are the finalists in contention for a shot at the taking out their category, while honourees are runner ups who have created content worth mentioning. Rapp Tribal is up for an award in the Corporate Social Responsibility campaign for its work on Demand Equal Pay, the only New Zealand company to be a nominee this year (by our reckoning).

Overall Nike leads with 17 nominations, followed by Google, The New York Times and HBO which have 12 nods each. The awards will be announced at a ceremony on May 22 (US).

The list below was compiled through several searches and scouring the honourees list – if we’ve missed any please do let us know and we’ll update the page. All the nominees and honourees can be found here.

// Nominees:

Corporate Social Responsibility Campaign – Rapp Tribal for Demand Equal Pay

// Honourees:

Integrated Campaigns – Colenso BBDO for V Motion Project

Integrated Campaigns – DraftFCB Auckland for Driving Dogs

Experimental & Innovation – Colenso BBDO for Trial by Timeline

Best User ExperienceMega.co.nz

Consumer Services & Electronic Services (ad & media) – Tango Communications for Lumix Pro Am

Best Writing (online film & video) – String Theory for Metamorphisis

Youth – Consortium Advertising for AUT CareerTracks


The Webby’s don’t do production credits, but Wellington agency Resn has three pieces of work it concepted and built in the nominee list.

The REI 1440 Project with BBDO Atlanta in websites: best navigation structure, The Camry Effect with Saatchi & Saatchi LA for websites: car sites and car culture; and Hennessy Never Stop Never Settle with Droga5 in interactive advertising and media: food and beverage.  

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