Transfusion confusion as NZDM Awards direct campaign spills blood

  • Direct
  • September 26, 2012
  • Ben Fahy
Transfusion confusion as NZDM Awards direct campaign spills blood

A lot of effort has gone into rehashing the RSVP & Nexus Awards. New categories have been added, judging has been tweaked, the entry process has been simplified and the whole shebang has been renamed as the New Zealand Direct Marketing Awards. And, appropriately, those responsible for the changes have attempted to draw attention to them—and show that 'blood has been spilt' to reach a consensus—with a nice direct campaign that included packs of fake blood. But when we opened our package this morning we couldn't help but chortle at the irony of a direct marketing campaign promoting the new Direct Marketing Awards that was addressed to someone else. 

Away from this small whoopsie, 'blood' was sent to over 200 key senior contacts in agencies and client organisations, with another 300 poster packs featuring the senior players responsible for leading the industry wide review sent out as well in an effort to tie it back to the 'nothing good comes without a fight' theme for this year's campaign, ensure the changes to the DM Awards are well known and encourage more entries. 

Clockwise from back left: Rapp Tribal's Robert Limb, Marketing Agencies Council member; DraftFCB's Tony Clewett, craft judge; Axciom's Graham Sergent, Nexus chief judge; Sue McCarty, chief executive of the Marketing Association; and justONE's Ben Goodale, chair of the Marketing Agencies Council.
  • Check out the new award categories here

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Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

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