There were 730 media folk in their gladrags, a couple of unfortunate but highly comical stage mishaps, some well-received self-deprecating humour from Martin Devlin, some cheeky on-stage planking hijinks and a large sumo wrestler dishing out gongs—quite literally—at the CAANZ Media Awards last night at the Langham in Auckland. And it was DraftFCB Media and OMD that left with the biggest smiles.
Mini's advertising has been consistently good in recent years, both here and overseas, and it's undoubtedly one of the automotive industry's most innovative brands. In New Zealand, DraftFCB's creative and media strategy during the Soho campaign was top notch and the experiment to get rid of car yards and see if people would buy new cars online was a particularly brave retail strategy (although the MINI Garage on Ponsonby Road does look suspiciously like a car yard). Well, now it's got another hit on its hands with the Carmonica.
Naked Communications is a force to be reckoned with overseas, but it's only been on the local scene since late 2009. In that short time, it's certainly had a big impact, taking a fair swag of strategy and channel planning work off some of its larger competitors and winning a couple of media award golds for its work with Diet Coke. Matt O'Sullivan, who left his posting at Carat to set up the Auckland office with Simon Bird, is one man who's never short of opinions. So here are a few on 2010.
DraftFCB has followed up a rip snorter in 2009 with another rip snorter this year. It's picked up a swag of new business, it's at the top of its social messaging game, it's the consummate all-rounder, it won the big one at the CAANZ Media Awards, it was unlucky to lose out to cat food for Best in Show at the Effies and, perhaps most importantly, it's still unbeaten in the Balls of Steel table tennis tournament after taking down Colenso in the second round last night. James Mok, executive creative director, gets his opinion on.
New Zealand Post sponsors and runs a huge number of industry events, awards and competitions. And, with Localist moving into the directories space recently, a range of new tech-related developments like Send-a-Card and some flash new data toys on offer, it's been busily going about its future-proofing business this year. So, pull up a chair and see what Fiona Woolley, manager, market engagement at Targeted Communications, had to say about 2010.
Those NAB ad of the month judges are obviously pretty tough nuts to crack, because Jeneal Rohrback from Marsden Inch, Sue Worthington from Indiego and Jon Coles from .99 decided not to select a winner for the October round. But in true NCEA fashion, they did give DraftFCB’s ‘Night test drive’ ad for Mini a Highly Commended acknowledgement.
The cut off for the NZ 2010 Best Design Awards, which celebrates the cream of New Zealand's graphic, interactive media, product and spatial design crop, is looming ominously, so if you've got work from the past year to show off, get it in before 14 July. And alongside the awards, event sponsors The Pond, GEON, MINI, BJ Ball and ProDesign have launched a competition to try and get people excited about design.
Who it's for: Mini (and its new Limited Edition Soho 11) by DraftFCB and Digipost.
Why we like it: The overall campaign for the very limited edition Mini Soho looks fairly impressive (here's another ad for the Soho 8 that's set to run on C42 ...