It’s been a massive year for Simon Coley, one of the main men behind both Powershop, which was judged the fastest growing company in New Zealand this year when it was awarded top prize at the Deloitte Fast 50, and All Good Organics, which won the sustainability gong at the TVNZ-NZ Marketing Awards. Here’s his pick of the 2011 bunch.
1) Favourite campaign that isn’t yours: On TV – NZTA ‘Legend’. Off TV – the refurbished Auckland City Art Gallery’s architecture, re-hung collection, agitprop theatrical demonstrations of art appreciation, the journey through its entrance to the new atrium and the public game of scrabble played by a new identity introducing the city’s newest and most beautiful asset. A delightful experience from first glance all the way through to colouring-in with the kids in the Rueben Patterson room.
2) Favourite campaign that is yours: Powershop’s ‘Same Power, Different Attitude’. Still getting a kick out of Doublefish coming up with personifications of evil turning their powers to the light side.
3) Least favourite campaign: Although it’s easy to take pot shots at an idea that never got the chance to be well “executed”, the Abstain for the Game campaign featuring Sean Fitzpatrick cruising around in a big pink fist was the most surreal ad that never ran.
4) Best brand: The All Blacks, by a point.
5) Best stoush: Powershop’s Rebel Alliance vs.The Evil Empire.
6) Heroes: Roger Sutton and everyone else putting Christchurch back together.
8) Most memorable marketing moment: Being able to buy a Fairtrade banana in a Countdown supermarket and being able to use a QR code to see the family in Ecuador that benefits from the Fairtrade premium.