Day two was a good one from a New Zealand perspective. And Day 3 wasn’t too bad either, with one silver, a few bronzes and plenty of shortlistings.
Browsing: DraftFCB
The first winners have been announced, and there are a few Kiwi agencies in the money, with DDB NZ winning a prestigious Creative Effectiveness Lion for Steinlager’s ‘Believe’, DraftFCB NZ picking up seven lions so far for Driving Dogs and Call Girl and Colenso BBDO winning gold for Amnesty International’s Trial by Timeline. Plus: more Kiwi agencies on shortlists.
There were a record 35,765 entries from 92 countries for the 60th Cannes Lions. Of course, we’re small-minded and patriotic so we’re focusing on the Kiwi contenders and here are the seven agencies in the running after the first shortlists for Creative Effectiveness, PR, Promo & Activation and Direct were announced.
The south of France is significantly adding to its wanker quotient at the moment as ad folk from around the globe arrive for the 60th anniversary of Cannes (although a strike by French air traffic controllers has made it difficult). But D&AD got in there first with the announcement of its winners this week. And three of the four campaigns that earned grand prix awards at Axis backed that up with a pencil of the yellow variety. PLUS: why ad awards are now for losers.
T-shirts are blank canvases best left that way – this is the idea behind DraftFCB duo Freddie Coltart and Matt Williams’ radio campaign for AS Colour Apparel, which has won the May round of the new ORCA award year.
New World has been celebrating its 50th anniversary recently. And Foodstuffs has taken steps to ensure a few more successful years in the grocery biz by appointing Colenso BBDO as its official brand agency.
DB Export 33’s recent campaign tried to prove that men were doing women a favour by drinking low-carb beer. And now Tegel and DraftFCB are doing their bit to inspire better inter-sex relations with a 45 second TVC to prompt the lads to roast up a few more chooks.
DraftFCB’s had an impressive run on the awards circuit this year, winning plenty of metal at D&AD, Clio, New York Festivals, Axis and a few others. And it’s added to the cabinet after Kelly Lovelock and Hywel James were awarded the Grande ORCA for their cunning Prime TV ‘Call Girl’ promotion.
Hitting the front page of Reddit is usually like hitting marketing gold, bringing with it the sweet sweet traffic generated by the never-sleeping internet horde. DraftFCB has had a taste of that delicious Reddit link love for its ‘Say Yeah, Nah’ alcohol responsibility TVC for the Health Promotion Agency – although many denizens of the online community are left confused if what they’ve watched is actually a beer commercial in disguise.
As chair of the Axis awards committee, Colenso BBDO’s managing director Nick Garrett oversaw a few changes to this year’s festivities that aimed to make the event more collegial, more credible and more celebratory. So how did that work out for him? Have the changes helped change the perception of the awards among the wider business community? And what about those Driving Dogs?
Huzzah! It’s DraftFCB’s entertaining attempt to reduce alcohol-related peer pressure and Y&R’s animated number for Red Cross on the dais this week.
DraftFCB continues its ‘Ease up on the drink’ campaign for the government with a new take on an old problem in the New Zealand drinking psyche: peer pressure.
Last year, Clemenger BBDO’s Ghost Chips won a yellow pencil at D&AD the same night it was snubbed at Axis. But this time the planets were in alignment, because DraftFCB’s grand axis winning Driving Dogs for Mini and SPCA has also won a prestigious gold pencil in the integrated branding, consumer campaign category at the One Show.
DraftFCB’s senior copywriter Peter Vegas wasn’t there in person to see Driving Dogs clean up at Axis (he was in New York collecting a few other awards the campaign had won). But, with the help of a few cardboard masks, he was there in spirit.
As director and filmmaker Tony Kaye said to the gathered marcomms folk yesterday afternoon during his mad but wise speech, “you’ve just got to keep making shit”. And of all the shit that was made in the past year and a bit in this country, DraftFCB’s Driving Dogs for Mini and SPCA was chosen as the best.
New York was all about the awards last week, with the Clio Awards and New York Festivals announcing their winners. And DraftFCB came way with the most hardware of the Kiwi agencies at both events, winning two golds and two bronzes at Clio and a gold, silver and two bronzes at New York Festivals.
Tegel Foods Ltd, the market-leader in New Zealand for the production and retail of poultry, has had a scratch around in the dust that is ad land and, after a competitive pitch, has chosen DraftFCB as its full-service agency.
After going through 58 entries from the corporate, consultancy, not-for-profit and government sectors, the Public Relations Institute of New Zealand (PRINZ) has announced 23 finalists in its annual industry awards—as well as the addition of Daniel Tisch, chief executive of Argyle Communications in Canada, and chair of the Global Alliance, to the Supreme Award judging panel.
UPDATE: Rapp Tribal is the only New Zealand agency to win a Webby Award this year, for its Demand Equal Pay corporate social responsibility campaign in partnership with the YWCA. Interactive, print and media elements worked together to raise awareness of New Zealand’s pay disparity between men and women.
D&AD is renowned as one of the world’s toughest awards shows (hence the brouhaha when Clemenger BBDO took a yellow pencil for Ghost Chips the same night it was denied at Axis). And while New Zealand has further cemented its reputation as a creativity hub and been ranked seventh in the world after the first round of judging, just four campaigns are in line to pick up yellow pencils: Silo Theatre Identity by Alt Group (Branding Schemes/Small Business), ‘Donation Glasses’ by Colenso BBDO for Mars NZ, Pedigree Adoption Drive (Direct Response/TV & Cinema Advertising); ‘Call Girl’ by DraftFCB for Prime Television (Radio Advertising over 30 seconds) and ‘Metamorphosis’ by String Theory for Good Books (Writing for Film Advertising).
The virgins have been sacrificed, the entrails have been sorted through and the creative oracle has spoken in the form of the Axis finalists lists, with Colenso BBDO on top with 57, followed by DDB on 31 and DraftFCB on 28.
If you’re going to write a “hardcore propaganda manual”, then use propaganda to promote said manual – it’s probably a good idea to make sure your campaign works. Goodness knows, no dictator (whether politician or ad executive) wants to buy propaganda manuals that can’t deliver.
The awards for DraftFCB’s Driving Dogs campaign keep rolling in, this time getting the top gong from Yahoo.
None of the entrants for the March round of the Orca awards were deemed good enough to take the prize, but the judges handed out two merit certificates for two campaigns with very different alcohol messages for Crafty Beggars and the Health Promotion Agency (nee ALAC).
DraftFCB and Mini are on a bit of a roll at the moment, with SPCA’s Driving Dogs winning pretty much everything in sight (it has been shortlisted four times at the prestigious Festival of Media, second only behind ASOS’ best night ever with five). And the pair are victorious once more, with the ‘Ducks’ ad taking out News Works’ newspaper ad of the month for March and the Mini newspaper NIM campaign getting a special mention.
Make an ad interesting enough, give something away for free or fool the media into talking about something, and brands can get extra attention for less expense. And DraftFCB’s cheeky stunt to promote the premiere of Prime TV’s Secret Diary of a Call Girl did just that, earning “a free 72 hour ad” for the show and taking February’s ORCA award. Updated with comments from TRB and DraftFCB that show there were a few insiders required to pull off the stunt.
DraftFCB has already won a fair swag of awards for its Driving Dogs campaign, and the accolades keep flowing, with the most recent addition being the Q4 Yahoo Digital Strategy Award.
Agencies celebrate financial stability and single-minded focus at this year’s Fairfax AdMedia Agency of the Year Awards. Colenso BBDO, Barnes Catmur & Friends, and justONE come out on top – although DraftFCB CEO in the mix.
In the battle of the premium cars, New Zealand is something of an anomaly, because unlike most markets around the world Audi has been top of the pile for the past six years. But by rethinking its marketing tactics, tailoring its products and comms to suit the New Zealand market, standing up to HQ and targeting new customers, BMW managed to reclaim the throne last year.
DraftFCB is top of the dog show, with its Driving Dogs campaign for Mini and the SPCA taking home the Interactive Advertising Bureau’s Online Creative Award for February.