Slash and win: .99 takes IAB award with New World’s pirate party takeover

Colenso BBDO and .99’s ‘Every Day a New World’ brand campaign for New World was very well received, and even inspired a piece in Mumbrella asking why New Zealand’s advertising was so much better than Australia’s. And .99 has kept up the good work, with its rich media homepage takeover winning the IABNZ Creative Award for June.  

  • See the campaign in action here.

Judge Lee Parkinson, managing partner of Digital Ikon Communications, said the ad was “on-brand, fully integrated with the main campaign with a direct link from the TVC creative idea. I like the layering of the homepage takeover after the sword slash reveal. Nice work”. 

Fellow judges included Ant Farac, creative director, MediaWorks; Greg Whitham, digital group head/creative director, Ogilvy; and Harri Owen, head of digital and content, DraftFCB (DraftFCB was the media agency).

“This is the first IAB awards gong for .99 and a really effective use of the online medium,” says Alisa Higgins, IAB general manager. ”Great to see brands like New World embracing digital as part of their marketing mix.”

.99 receives $500 in cash thanks to new sponsor www.mediaworks.co.nz

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