The Best Design Awards’ Best Effects category showcases design that goes above and beyond, bringing a profitable outcome for the clients involved. Here’s a breakdown of this year’s finalists.
Design, said Apple founder Steve Jobs, is not just what it looks like and feels like. Design is how it works. Or, put in a commercial context, whether it helps a company make money. And the Best Design Awards’ ‘Best effect’ category, whose finalists were announced this week, celebrates design that has produced a measurable effect on the success of an organisation or product, whether it be productivity, staff engagement, sales growth, bottom line or customer experience.
Telecom-owned Skinny Mobile has had a fairly schizophrenic first few years, shifting from a youth brand with a big focus on events and social media to a value brand with more focus on traditional channels. It’s also had a few different big cheeses and launched a number of different brand campaigns through Saatchi & Saatchi and, most recently, Young & Shand. But now it’s appointed DNA as its lead brand and marketing agency after a “thorough review of its business and brand strategy”.
Last year, Skinny Mobile’s selfie-billboards and teen stock imagery were kicked to the curb, when the company rebranded itself to appeal to a wider (and more lucrative) audience than 16-25 year olds. A year in the making, Skinny has now also reskinned website – and, unlike a recent TVC, the new skin has a slick design and user experience journey.
A new website developed by Wellington economic development agency Grow Wellington and built by DNA showcases the capital’s tech success stories, with the aim of stirring more to invest and work in the city’s high-growth sector.
DNA creative director Grenville Main and Formway Design Studio joint manager Kent Parker have been awarded the Black Pins as the Best Design Awards celebrated the cream of Kiwi design talent on Friday night. While Special Group won the top packaging award for an unprecendented third time in a row with its Karma Cola work and Clemenger BBDO took the Purple Pin in digital for its Flash driving game for NZTA.
A family member affected by illness or injury, or dying, are among the worst scenarios imaginable. That makes insurance for families a hard sell, but AMP, partnering with DNA, Running with Scissors and Bloodhound Media, want to remind Kiwis to protect what matters most.
Taking your design story global? Make sure you’ve packed your Kiwi-ness.
They say regret is a pointless emotion, but what would ‘they’ know. So to inspire a few more Kiwis to get their ayes into gees and shake up the ‘ahhh, I’ll do it tomorrow’ attitude, AMP, Running With Scissors, DNA and Bloodhound Media have got together to launch the ‘act today, own tomorrow’ campaign.
There’s been plenty of chatter about the BNZ of late after a regional realignment meant it parted company with Sugar and, rather unexpectedly, shacked with Colenso BBDO. But before that all kicked off, the old pairing had time to come up with a new campaign pushing the bank’s offset mortgage product TotalMoney.
Shopping is one of the country’s favourite leisure activities. But for certain, usually non-female, demographics, the thrill of consumerism quickly wears thin. In response to this, Ikea has just developed a male creche in Australia called Manland. And, in New Zealand, as part of a programme to keep the kids entertained, Westfield BrandSpace, Persil and DNA have joined forces to create a series of new branded indoor playgrounds.
Take a radio fashioned out of pavlova, some interactive nappy packaging, a 21st birthday party invite, mix it with a giant rubber duck and a home brewing system and what do you get? A snapshot of Kiwi creativity by way of the finalist entries for this year’s Best Awards, thanks to the folks at The Designer’s Institute of New Zealand.
… as Countdown’s marketing doyenne departs for the Aussie mothership, MediaWorks looks inside to fill the sales manager role in its integration department, DNA’s Aaron Carson changes tack, Miranda Gregg says goodbye to AJ Park, bcg2 welcomes a New York import, ecostore’s not-for-profit arm Fairground Foundation appoints its first employee, Tourism Australia finds a New Zealand marketing manager, Lily & Louis joins Kim Kardashian after winning the local Skechers business, and online/social media agency VeNa appoints a New Zealand country manager.
It was a time when Vanilla Ice was cool, Windows 3.0 was released and Tim Berners-Lee came up with a little thing called HTML. But 1990 also saw the birth of a company in Wellington called BNA design. Fast forward through an impressive client list that has included the likes of Telecom, Solid Energy, Formway, National Bank, NZTE and Yellow Pages, add in a rather scientific name change, and you get to the auspicious milestone of design agency DNA’s 21st birthday. To mark the occasion, DNA showed this video to clients and staff at its recent 21st parties in Auckland and Wellington. And having partied with the DNA folks at the Auckland bash, we felt the rest of you might want to have a gander at the entertaining documentation of the DNA story as well.
…as the ASA announces its new chair; TBWA\ shuffles the management and says goodbye to its general manager; Affinity ID nails a hat-trick; Kate Alexander takes over from dad at Studio Alexander; Christina Force sells her stake in the “first dedicated photographers agency in New Zealand”; Envy Studios add two to the staff roster; and DNA welcomes a large man from Northampton.
It was less than two years ago that BNZ released its cute, fluffy, cloud-like logo into the wild. Some thought it was fresh, different and looked like toothpaste. Others thought it was too fresh, too different and too toothpastey and, therefore, lacked history and gravitas. And it seems the BNZ brand boffins agreed with the latter, because it’s gone back to its astronomical roots and changed its logo again, adding the classic Southern Cross back in, reducing the fluffiness and chopping that cheeky vestigial tail off the B.