Foodstuffs and Colenso BBDO veered away from traditional supermarket advertising when they started promoting New World staff as products and parodying infomercials in last year’s Fresh Every Day campaign. And while it’s still looking for laffs in the latest instalment, it’s dialled up the surreality with talking yams and houses filled with bread.
The growing prevalence of the online channel has made it more common for the regional arms of major organisations to make locally produced content. And this trend has now seen Samsung release a new YouTube clip that features rugby star Israel Dagg showing off the full utility range of the GS5. But placing your brand’s message in the hands of a sports star comes with its risks.
An outgunned rooster, committed skaters and a big sporting supporter take the prize this week.
Fonterra Brands has teamed up with Colenso BBDO and TVNZ Blacksand to give Facebook fans the thrill of seeing themselves on an actual TV ad, while consuming lots of Kapiti icecream, with the help of some new technology from TVNZ.
Frucor has well and truly proven its marketing chops with V, the country’s biggest energy drink brand—and one of the most progressive and ballsy advertisers. But with one in every two beverages sold in New Zealand being a soft drink, the future of the company required it to be credible in that space. Frucor is the bottler for the PepsiCo brands like Pepsi and Mountain Dew, and it’s been on a mission to win the hearts and minds of younger consumers for a few years now, so following up the multi-award-winning Skate Pinball and Beyond the Wall campaigns, it’s continued to target that market, releasing a series of nicely shot videos as part of the ‘to get to easy you have to go through hard’ campaign.
Much has been written, said and trolled about the value of awards to creative agencies. And while the industry is still divided between those who choose to enter the slew of international competitions and those who shun them, it’s difficult to overlook how successfully Colenso BBDO has represented Kiwi creativity on the international awards circuit over the course of the last year. And now, with an award that shows the cumulative value of all this success, the agency on College Hill has been named as the world’s smartest creative agency in new rankings released by Warc.
Comparative advertising is fairly rare, perhaps because brands don’t want to be perceived as being negative or due to the potential for legal action from competitors. And comparative advertising that references an ad from a competitor is rarer still. But VW and Colenso BBDO have done just that in a cheeky print execution that aims to spell out the reasons why the Amarok is a better option than the Hilux.
There are a huge range of new—and very popular—social platforms, and where consumers go advertisers will follow, says Neville Doyle. But brands need to focus less on being first and more on creating high quality, relevant content.
Industry happenings at Special Group, Colenso BBDO, Ipsos and Toybox.
A tip of the trucker cap to Pak ‘n Save, V Energy and Action on Smoking and Health.
Holden, Toyota, Lotto NZ and Anchor bask in the warm glow of victory this week.
Good stuff from New World, MasterCard and Air New Zealand this week.
Parents, prepare to be pestered once again. Because New World is back with its second tiny promotion.
Those in the advertising industry are renowned for spending a fair bit of time in bars and restaurants, and it seems the staff of Colenso BBDO will be spending a bit more time in the bars and restaurants owned by Skycity after winning a competitive pitch that took place a few months ago.
As part of our series dedicated to celebrating good work and inspiring a bit more generosity, Nick Worthington, Colenso BBDO’s creative chairman, gives some props to two great campaigns and one burgeoning brand.
Colenso BBDO has long worked on Fonterra’s major brands like Anchor, Tip Top, Fresh ‘n Fruity and Mainland and it’s gradually been adding new chunks of the business to its roster, with the most recent being the addition of some smaller brands after Shine shacked up with Goodman Fielder. Now it’s added some more after the agency was appointed as the social media partner for all of Fonterra’s brands after a competitive pitch.
In this week’s edition, kudos goes to MediaWorks, VW, Honda and Instant Kiwi.
A couple of years ago, Volkswagen was a brand struggling to combat the perception among mainstream New Zealanders that it was too stuffy, too expensive and too European. So it did some research, hired new staff, launched some new products, created more localised comms with DDB and did some serious discounting as part of its ‘a car for every Kiwi’ approach. These efforts led to big increases in sales and the top gong at the 2012 TVNZ-NZ Marketing Awards. But since then, it’s been fairly quiet. Now, with its new agency Colenso BBDO in tow, it’s celebrating its 60th anniversary in this market with a crowd-sourced ad called The People’s Film. PLUS: a few other classy crowd-sourced campaigns from around the world.
From cones on the Sky Tower to golf ball battle cart ads to motion-controlled music to Xbox giveaways for Call of Duty players to V Robbers where gamers could win part of 100K, Frucor has evolved its marketing of the fizzy green stuff to include its audience more and more. And now it’s even asking them to come up with the next campaign.
Global marketing and advertising resource Warc launched the Warc 100 last night, an annual ranking that is “designed to be a benchmark for commercial creativity”. And Colenso BBDO/Proximity featured three times and DDB featured once.
StopPress understands that Ogilvy, DDB and .99 have been shortlisted as the final three agencies vying for the lead for brand and integrated communications segment of the Auckland Council account. Updated with comments from Auckland Council’s acting media manager Mark Hanson.
Over the weekend, Clemenger BBDO’s ‘Blazed’ campaign (produced by Curious Film) for the NZTA won a pair of golds and a silver in the Film craft category at Cannes.
Colenso BBDO’s K9FM and Talkies spots for Mars Pedigree have taken silvers overnight in the radio category.
Colenso BBDO is the only Kiwi agency still standing in the Radio category after the shortlist was announced overnight. The Auckland-based agency’s campaign for Memphis Meltdown has been shortlisted twice for the ‘Voice Transplant’ and ‘Listen to your Stomach’ spots and the agency also got received nominations for the ‘Talkies’, ‘Meditation’ and ‘K9FM’ spots created for Pedigree.
New Zealand enjoyed a 60 percent success rate in the Outdoor category at Cannes as three of the five entries shortlisted picked up awards at the festival. DDB’s ‘#BringDowntheKing’, FCB’s ‘Bottled Walkman’ and Colenso BBDO’s ‘Smartphone Line’ all won the approval of the judging panel—leaving the Kiwi contingent with smiles and a trio of bronze lions.
New Zealand’s hopes in the Cannes Mobile category rest squarely on the shoulders of FCB, as it was the only Kiwi agency to be shortlisted for a Lion. And the news only gets better for the Auckland-based agency, because its ‘Food Photos Save Lives’ campaign for UNICEF has been shortlisted in two categories (charities and response/real-time activity).
Five Kiwi entries from five different agencies have made it through to the shortlist stage in the outdoor category at Cannes this year, with FCB, Whybin\TBWA, DDB, Saatchi & Saatchi/ApolloNation and Colenso BBDO all still in contention for Lions.
Last year, Clemenger Group headhunted ApolloNation’s Troy Fuller and invited him into Colenso’s offices on College Hill to develop the group’s shopper marketing expertise. His expertise resulted in quick momentum and now, only a year later, it has officially unveiled Clemenger Shop as the latest addition to the group.
