Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what Duncan Shand, managing director at YoungShand, has to say.
1. What is your favourite local campaign that isn’t yours?
There are two campaigns we particularly liked from Clemenger Wellington this year. With a history of exceptional work for NZTA, the Belted Survivors work felt fresh and showed a great understanding of the audience.
The second campaign for ECCA – Gen Less, is the campaign that the world needs right now. It tapped into the purpose-driven work consumers are seeking, but also created a way for different generations to unite behind their beliefs instead of their age. Both are powerful pieces of work that we’d have been proud to make.
2. What is your favourite campaign that is yours?
This is a tough question, but personally I’m really proud of the #AltTextForAll campaign we created for Blind & Low Vision NZ.
This wasn’t just about creating an ad, but using the campaign to start a movement. The end goal is to inspire everyone to use Alt Text to make the 6.6 billion images we share every day more accessible for people with sight loss.
If you haven’t already, join the movement at www.alttextforall.com
3. What is your favourite international campaign?
The Burger King ‘clown free’ campaign is just another great example of the seemingly never-ending ways that they can have fun at their rival’s expense. As creative campaigns with longevity go, this is one to aspire to.
4. What is your least favourite campaign?
The recent christmas ad from Peloton would have to be a major fail. It was cringe worthy to watch. I haven’t seen anything that bad since the Kendall Jenner Pepsi commercial.
5. What is your own biggest success in 2019?
For us, it has to be the creative work that we have produced this year — all on relatively-tight budgets we have created several campaigns that we’re really proud of. We have always been a strong digital agency, but this year we have taken our creative work to the next level by producing some big, bold ideas for our clients. Each one has been underpinned with a smart digital approach to ensure that they have the extra edge.
6. For you, what is the most significant launch/innovation/thing of the year?
Banning plastic bags. This one change has created a much broader impact. It’s caused us to re-evaluate many decisions – from plastic wrap to electric vehicles and where our waste goes. It has been responsible for waking a ground root environmental consciousness in most of us that companies can’t continue to ignore.
7. What should be uninvented?
Married at First Sight – please.
8. What do you think is the lamest trend?
Flossing – seriously who wants to see uncoordinated middle-aged people trying to do this.
9. What are your best brands?
MEC and Patagonia for leading the way in a purpose-driven world. Allbirds for their response to the Amazon copying saga. And Ethique for helping us all (or at least my daughter) kick the bottle.
10. Best stoush for you this year?
Donald Trump versus the world (again).
11. Who are the Heroes?
Greta Thunberg on an international scale and Jacinda Ardern locally. Both have delivered a strong year of leadership.
12. Who are the Villains
Prince Andrew, Israel Folau and Trump (of course).
13. What died in 2019?
Our hopes and dreams for a Rugby World Cup hat trick.
14. What’s the biggest mistake agencies will make in 2020?
Ignoring how tech and automation will impact businesses. This is a double-edged sword – but the agencies that are investing in data smarts, automation and AI will do well in 2020.
15. If there were no laws for 24 hours, what would you do?
Hack Trump’s Twitter account and spread some global love (or street justice).
