The Death Star has landed a couple of big fish, won some big awards, launched some big ideas and welcomed—and farewelled—some big creative boffins this year. DDB’s managing director Justin Mowday dives into the choppy waters of 2011.
1) Favourite campaign that isn’t yours: Youtube VideoMountain Dew skate park; spot on for the target, bold investment and had anyone who’s ever owned a skateboard talking.
2) Favourite campaign that is yours: SKY Drill Sergeant, or Steinlager White Can, or Cadbury Share the Joy, or Lotto Lucky Dog. Can’t decide. It’s been a big year.
3) Least favourite campaign: Saatchi’s ‘abstinence’ campaign. A horrific recommendation to any All Blacks sponsor.
4) Best brand: Steinlager. It’s back, big time.
5) Best stoush: The Ogilvy senior management team vs Greg Partington. An attempted coup d’état reminiscent of ancient Rome.
6) Heroes: Willie Apiata. And Todd McLeay and NZ Lotteries for seeing a movement grow across the country where Kiwis were calling for that week’s Lotto winnings to go to Christchurch. They managed to create a special Lotto draw where half of that week’s sales (over $8 million), went straight to Christchurch. Pretty cool to see Kiwis en masse get behind the idea.
7) Villains: Adidas. They over-priced the shirts. And although they’ve delivered pride-inducing All Blacks campaigns previously, they seemed remarkably absent in our biggest rugby year ever.
8) Most memorable marketing moment: Seeing the All Blacks drink Steinlager white cans out of the Webb Ellis trophy.