Sports, flags and eggs get the nod this week.
Marketing, advertising & media intelligence
DraftFCB is no more, with Carter Murray, the 39-year-old global chief executive of the Interpublic-owned network, announcing this morning that it has changed its name to FCB.
Last night's Axis Awards, hosted by Newstalk ZB's Andrew Dickens at the Viaduct events centre, delivered a plush showcase of the country's best creative talent for the 34th year in a row. The theme for this year's edition was 'share the love,' and this was certainly a sentiment that all 800 people in attendance embraced as smiles around the room were as ubiquitous as celebratory drinks. Here's a rundown of how the event went.
Last night's 26th edition of the annual NZ Direct Marketing Awards at Auckland's Langham Hotel was a lavish affair, which was hosted by comedian Ben Hurley and the Marketing Association's chief executive Sue McCarty, who recently resigned from her position. In total 41 different awards were handed out over the course of the event, and by the end of the night the attendees from Colenso BBDO/Proximity and iSite Media must've had tired legs due to the number of times they were called to the stage.
Clink your glasses for Holden's heart racing, Vodafone's period drama, Hallenstein's kaleidoscope and Whittaker's chocolate art.
Yesterday, APN released a new campaign to promote the addition of OPTA, a rugby analytics tool, to its recently launched rugby portal, which serves as a discrete hub for anything related to the sport. In the campaign, titled ‘Talk like a rugby pro,’ the laconic observations of a rugby novice are juxtaposed to the in-depth analyses of a fan who has access to extra rugby intel (possibly thanks to the information available on the Herald). PLUS: read about which agency lost APN's creative account.
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Following the decision of the two big Aussie supermarkets, Coles and Woolworths, to remove New Zealand-produced goods from their house brand labels and Shane Jones' request for a Commerce Commission investigation into the way Progressive Enterprises treats its suppliers (and the inevitable Facebook campaign asking Kiwis to boycott the company), Foodstuffs has taken the opportunity to remind the nation that the big brands under its umbrella—Pak 'n Save and New World—are full-blown Kiwi.
DraftFCB's campaign for the Neurological Foundation was as much about capturing minds as hearts as it seized on Valentine's Day to tell people about the true source of love. The foundation is a partner in the upcoming Brain Week which raises money for brain research.
The creative love may have been shared in the call for entries campaign, but now the creative competition begins, because the 2014 Axis finalists have been announced and Colenso BBDO/Proximity is in a familiar position atop the list with 56 nods, followed closely by DraftFCB on 54, DDB on 37 and Saatchi & Saatchi on 30. Plus: Clemenger BBDO's new Axis logo.
Lorde's letter of thanks to fans in the lead up to last month's Grammy Awards and her Auckland Laneway makeup gig was the judge's pick for January's News Works Ad of the Month. And they reckon it wouldn't have worked in any other medium except the venerable newspaper.
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Raunchy bread, time-travelling mascots and banal questions make the grade this week.
Adshel has unveiled a new summer appeal poster based on Colenso BBDO's idea that won the Creative Challenge in 2012. The new poster was initially meant to employ DraftFCB's winning concept from last year's competition, but the agency could not complete the poster in time for the summer appeal. Fortunately, Running with Scissors (the agency that currently holds the Surf Life Saving account) stepped in to update Colenso's concept.
Rather than adopting the shock-inspired approach, DraftFCB has instead chosen to use a PR stunt to show off the utility of the new Sony waterproof MP3 player. The Auckland-based agency dropped the product into a bottle of water and then placed it in vending machines located in areas where the target market would be likely to pass them.
DraftFCB ended 2012 with the much--loved Driving Dogs campaign, and in 2013 the agency continued in this good vein of creative form by producing a range of memorable ads. In addition to sending voices to the moon for Dr Who's 50th, DraftFCB also encouraged Kiwis to say "no more beersies," introduced us to the cringey cool dad and revisited the over-the-top antics that pervaded '80s action films. Given that it's been a good year for the team at DraftFCB, it comes as no surprise the executive creative directors Regan Grafton and Tony Clewett had a bit of fun when sharing their thoughts on the last 12 months.
Vodafone has made the most of Adshel's Immerse product, which uses EL (electroluminscent) paper to give the impression of a Christmas tree lit with neon. The campaign with Spark PHD and DraftFCB saw the poster illuminate in different parts, with an animation sequence creating the neon sign effect.