It’s hard to promote crap places, which means town branding campaigns often end up smacking of desperation (‘Milton: A Town of Opportunities’, for example). But you would think promoting a city that Monocle magazine recently ranked the world’s 16th most livable would be a much easier task. Sadly, due in part to the fragmented bureaucracy of the past, Auckland’s promotional efforts have been rather disjointed in recent years, especially when compared to the impressive destination marketing work done by the Wellingtonians and New Zealand as a whole. Now, however, after the birth of the Super City and the lure of all those domestic and foreign visitors expected to hit the Auckland streets during the Rugby World Cup, things have been turned up a notch or two.
Browsing: Rubbish Idea
Colenso BBDO swept this category, receiving both of the awards that were handed out. Having received a silver at the AWARD awards for its ‘Dog Fight’ campaign for TVNZ’s mini-series The Pacific, it went one better this time round and picked up a gold. As well as staging a fighter plane spectacle in Auckland’s Mission bay, the campaign also featured a mural on Auckland’s Symonds Street adorned with hundreds of copies of authentic letters sent by marines, along with photos. Colenso’s other win was a bronze for its ‘A Rubbish Idea’ campaign for Heart of the City and Auckland City Council. ‘Flowerbeds’ were created on rubbish hotspots to discourage dumping and Auckland businesses given an education kit, including some of the floral rubbish bags.
In the Direct Response section, Colenso took gold for Yellow Chocolate and a silver for ‘A Rubbish Idea’, while Special Group also took gold for ‘Orcon Business Banner’. And in the Direct Campaign, Colenso came home with both awards, a gold for Yellow Chocolate and a bronze for TVNZ’s ‘Real Stories’ to promote its show The Pacific. In the Direct Mail category, ‘A Rubbish Idea’ and ‘Real Stories’ both took silver, as did DDB’s Catalogue & Tee Shirt Folding Machine for AS Colour.
Colenso BBDO took all three awards handed out in the Integrated category, with gold for ‘Yellow Chocolate’ and a bronze apiece for Frucor’s ‘V Ladders’ and TVNZ’s ‘Real Stories’ to promote its show The Pacific. It also cleaned up in the Titanium category, with ‘A Rubbish Idea’ taking bronze and ‘Yellow Chocolate’ turning gold once again. Special Group took the only Interactive Axis, winning gold for the ‘Orcon Business Banner’.