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Year in Review: Dom Antelme and Ian Sweeney, True

Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here’s what True’s creative directors Dom Antelme and Ian Sweeney thought about 2015. 

1. Favourite local campaign that isn’t yours

ASB Clever Kash. Finding a positive spin on ‘money’ is never easy. But this is a great example of a brand actually trying to do something useful for its customers. We could all learn a thing or two from this idea. If you really want to convince people you’ve got their best interests at heart, don’t tell them, show them.

2. Favourite campaign that is yours

Men In Black – Safety Defenders. We’re both huge rugby fans so working with the All Blacks was a real privilege.

3. Favourite international campaign

Volvo Lifepaint, Shot on iPhone 6 and Taylor Swift’s tour of New Zealand.

4. Least favourite campaign

Too many to choose from.

5. Your own biggest success

Men In Black – Safety Defenders beating Justin Bieber in the top ten trending videos in New Zealand.

6. Favourite magazine/website/TV show/radio show/podcast/news service/app/song/other

Master Of None, Orange Is The New Black, Narcos, Shameless. All on Netflix and commercial free. Scary…

7. Most ridiculous buzzword

Snackable.

8. Best innovation

Vinyl records. You can actually hold them.

9. Most over-hyped ‘innovation’

The Hoverboard, the Apple Watch and the Hoverboard App for your Apple Watch.

10. Best brands

Air New Zealand (of course), Garage Project, Netflix, The New Zealand flag.

11. Best stoush of the year

The McWhopper campaign. Is that a stoush? Who cares, it was a great PR stunt.

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