Effie Awards 2012 by mediaweb

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WHATEVER WORKS, WORKS.

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WINNERS 2012

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2 Welcome

3 Judges 4

Gold Winnersâ&#x20AC;&#x2122; Case Studies

THE AWARDS

Grand EffieÂŽ

Most Effective Client of the Year

Most Effective Agency of the Year

Hardest Challenge

Sustained Success

Best Strategic Thinking

Most Effective Integrated Campaign

New Product or Service

Fast Moving Consumer Goods (FMCG)

Most Effective PR/Experiential Campaign

SPONSORED BY

22 Retail/Etail 23

Social Marketing/Public Service

Charity/Not for Profit

Most Progressive Campaign

Consumer Services

Consumer Durables

Most Effective Digital/Social Media Campaign

Limited Budget: less than $300,000 Design & Production: Mediaweb Limited, www.mediaweb.co.nz Printed by: PMP Print, www.pmp.co.nz

Effie recognises and rewards the

most effective campaigns of the past year or so. Those campaigns that are built on sound strategic insight that leads to a great creative idea and execution and then delivers a measurable and directly attributable return on investment. Ultimately, this is what our clients expect of us, and it’s what we all must strive for every day we come to work. We work in a highly innovative industry that has the power to change our clients’ businesses, to define and grow new markets and ultimately make New Zealand a more prosperous and better place to live. That’s why the Effie Awards are so important for agencies and their clients alike. They aim to recognise, educate and encourage effectiveness among the marketing communications industry and clearly prove the value that effective creative ideas deliver. We continually improve the Effie Awards process and we ran judging in Wellington for the first time this year. The feedback from all those involved has been very positive – so we’ll make it a regular part of the Effie Awards calendar from here on in. Judges were particularly interested to see clear proof that the results were the outcome of the campaign. Those entries that didn’t make the case or didn’t paint the whole picture simply didn’t make the cut. This booklet not only celebrates the winners, but also captures some of the learnings from the winning entries in an effort to share best practice with the industry. Keep it. Refer to it. The Effie Awards would not be possible without the valued support and commitment of our commercial partners and sponsors. CAANZ would also like to acknowledge TVNZ and ANZA for their ongoing association with the Effie Awards. Thanks to David Thomason, Chair of the Effie Awards for leading the process this year and to Convener of Judges, Lew Bentley. Thanks also to the entire judging panel and particularly Charlie Robertson from Red Spider for making the trip to Auckland for the executive judging session. Charlie brought an international perspective and a high degree of rigour to the final round of judging. His view was that the gold winners were genuinely world class. Congratulations to all the winners. Paul Head Chief Executive Communication Agencies Association

I write this without knowing who

tonight’s Effie Award winners are, but I am certain of two things. Firstly, the process has been rigorous. The contenders were judged in three stages by a large number of the best in the industry, from both the client and agency sides. And esteemed international guest judge Charlie Robertson joined the executive judges for a lengthy discussion before the final selection was confirmed. Secondly, no one will agree with every decision. That’s partly because of our competitive natures. We are all highly skilled at finding new ways to argue that what we have is superior to that of our competitors. It’s also due to the increasing complexity of our industry. Defining effectiveness has never been more challenging. To start with, there’s the balancing act between short-term and long-term measures. Which should we prize more highly? And the definition of ‘great creative’ continues to broaden to encompass break-through thinking led by anything from product design through to media, digital and PR innovation – making judging even trickier. But I also know that debating all these issues makes us better. So let’s respect the judges’ decisions, heartily congratulate the deserving winners, then enjoy the inevitable discussions that will last for days afterwards. David Thomason Chair of Effie Awards 2012

The competition for Effie Awards

this year was as tough as ever. We received 170 entries overall, with 90 making it through to the category judging round. A few more finalists have received awards compared to last year. I would like to thank all of the judges who gave their valuable time. We had a total of 174 judges across three days in Auckland and Wellington. And we were privileged to have the support of our international guest judge Charlie Robertson from Red Spider. There were some tremendously strong entries that rose to the top with tight, well-crafted stories of business success driven by campaigns that were well thought through and perfectly executed. The winning campaigns all managed to show how they overcame difficult situations with a mix of clever strategy and compelling creative. They also clearly showed how it

was the campaign specifically that delivered great results. There were several main reasons why entries didn’t succeed. Some were interesting campaigns with only modest results, or were unable to demonstrate a clear return on investment. Others were descriptions of campaign activity without a strong connection between business objectives and outcomes. Some were let down by weak and confusing writing, or poorly evidenced results. And in the digital category there were some that had digital elements but were not truly conceived as digital campaigns. We congratulate and celebrate the winners. There are some great examples of advertising at its best. Both clients and industry practitioners can rest assured that there is some excellent, effective advertising in New Zealand. Lew Bentley Convener of Judges

JUDGES Aaron White Abe Dew Alistair Jamison Andrew Reinholds Andrew Stephenson Andy McLeish Angela Spain Anna St George Anna Gavin Anne Lipsham Annemarie Duff Ant Salmon Anthony McLagan Ben Goodale Ben Northrop Ben Rose Bill Gianotti Brian Van Den Hurk Bridgette Yates Catherine Robertson Chris Bleackley Chris Lamers Chris Monaghan Chris Vaughan Chrissy Payne Claudia Macdonald Daniel Barnes Darryn Melrose David Bell

David Bowles David McIndoe David Schnellenberg David Walden David Innes David MacGregor Debby Giness Debra Hall Derek Lindsay Dianne Head Donna Baylis Emma McLean Emma Popping Fleur Head Geert Keyaerts George Langlands Gill Stewart Greg Forsythe Greg Jones Greg Whitham Harri Owen Hayley Pardoe Ian Sutcliffe Jacqueline Ireland Jacqueline Smart James Bickford James Whitaker Jane Stanley Janisa Parag

Jarad O’Hara Jason Anderson Jason Marra Jason Wells Jeremy Hunt Jeremy Taine Jim Moser Jo Kelly Jo Reid John Buckley John Dee John McClintock John Plimmer Jonathan Dodd Jono Hales Jose Alomajan Justin Mowday Kamran Kazalbash Kate Smith Kath Watson Kathryn Bruce Kathryn Thomas Katrina Horton Kay Boyle Keeley Sander Keith Norris Kevin Stroud Kim Girbin Kyle Morris

Laura Goldie Lee Parkinson Leigh Graham Leighton Howl Linda Major Lindsay Mouat Livia Esterhazy Lou Kivell Louise Bond Louise Paul Lucinda Sherborne Lwindi Ellis Lyndsey Francis Marcelle Baker Margaret Whitten Margaret Hawker Margaret Reid Mark Pickering Martin Waiguny Matt Bale Matthew Masters Megan Clark Megan Nagel Michael Redwood Michelle Leadsom Mike Fredricson Mike O’Sullivan Murray Reid Natalie Sutherland

Nick Garrett Nick Worthington Nicky Ashton Nigel Douglas Nigel Grant Nigel Keats Nikki McKelvie Olivia Prentice Parris Downey Patrick Murray Paul Catmur Paul Graham Paul Irwin Paul Sinclair Paul Wilson Paula Snowden Penny Harvie Philip O’Neill Rachael Allison Rachel Prince Rawinia Newton Regan Savage Richard Aitken Richard Loseby Richard Stevens Richard Smith Rob Jack Rob Bree Rob Clark

Robert Harvey Ron Sneddon Rufus Chuter Rupert Price Sam Irvine Sarah Hodgetts Sarah Meikle Scott Wallace Scott Henderson Scott Wright Sean McCready Sean Keaney Slade Gill Spencer Willis Stephanie Gray Steve Clark Steve Kane Sue Gill Susan Cassidy Suzanne Bull Todd Collings Tom Davidson Tony Bradbourne Tracy Lee Vicky Upton Vivien Bridgwater Wendy Rayner Zac Stephenson Zoe Alden

• GRAND EFFIE, BEST STRATEGIC THINKING, MOST EFFECTIVE INTEGRATED CAMPAIGN, FAST MOVING CONSUMER GOODS (FMCG)

Category: Grand Effie, Best Strategic Thinking, Most Effective Integrated Campaign, Fast Moving Consumer Goods (FMCG) Award: Gold Agency: DDB Client: Lion Title: Steinlager – Believe

Summary The biggest party was in town, and Steinlager was not invited. Long-time sponsor of the All Blacks, Steinlager was restricted from leveraging this when 2011 Rugby World Cup (RWC) fever struck New Zealand. But this did not stop Lion and DDB from devising a clever campaign to boost sales and show the brand’s support for the national team. A simple white can held the answer and is responsible for winning Gold Effies in the Fast Moving Consumer Goods (FMCG), Most Effective Integrated Campaign and Best Strategic Thinking categories, along with being awarded the coveted Grand Effie. Key Learnings The last time the All Blacks had won the RWC was in 1987, when Steinlager came in a white can. Since then the beer market had changed a lot, and winning the Webb Ellis trophy has slipped from the All Blacks hands many times. However, Steinlager had been an unconditional supporter of the All Blacks throughout this time, and this held the key for DDB to win the hearts of Kiwis. Marketing Challenge & Objectives While the RWC party would naturally drive an increase in beer sales for all, due to the event sponsorship arrangements Steinlager was excluded from key stadiums and party zones where fans would flock. Likewise, strict advertising rights across networks and stadiums prohibited Steinlager from pushing its association with the All Blacks. The challenge was to win a place in Kiwis’ hearts and convert this to sales – in both off and on-premise outlets not directly involved with the RWC. Creative Insight & Strategy Strategic thinking came to the fore. Lion put everything behind the white can and its belief the All Blacks could win – it had been a supporter for 25 years, it was not about to give up now. For the first 4

time since the 1990s, Steinlager was back in the white can, and for the first time since the 1980s it was available in some of New Zealand’s trendiest bars. Communications Strategy An integrated approach was planned and timing was everything. With media lockdowns in place around the RWC for non-sponsors, DDB knew it was crucial to hit hard and hit early. The launch of the 60-second TVC coincided with the distribution of the white can in outlets. It followed the years from 1987 to the present, for one Steinlager drinker who had kept his white can and would not open it until the All Blacks won again. In the build up to the RWC, Steinlager capitalised on key All Black milestones, such as the squad announcement, ensuring the We Believe advertisements sat alongside the news sections. Press, billboard and Facebook were all used continuously to give high impact when needed, and build a sense of destiny. The day after the All Blacks won, high reach media was chosen to deliver the picture of the open can around the country. Results The little white can from the 1980s was an outstanding success for Lion. The fizz it created, on all levels, paid off several times over. Core business and marketing measures leapt ahead. There was a surge in brand love and Steinlager sales were well above what was expected for both the white cans, and the Steinlager family overall. It certainly struck a chord with patriotic Kiwis and engaged drinkers with the brand like never before. The very nature of taking on the big guns and borderline legality of the campaign generated a huge groundswell of support – from featuring on television news stories to being emblazoned across t-shirts, this was a campaign that got the nation thinking. View online – www.caanz.co.nz 2012

• SUSTAINED SUCCESS

Category: Sustained Success Award: Gold Agency: TBWA Digital Arts Network Client: 2degrees Mobile Title: Zero to one million in just three years

Summary For the past three years 2degrees Mobile has helped a million Kiwis have a natter. This was no easy task in the mobile communications market. But, as the third entrant just trying to make it a fairer playing field it has certainly made in-roads. Thanks to the team at TBWA Digital Arts Network it has also won a Gold Effie in the Sustained Success category. Key Learnings If you are going to take on the big guys in the mobile market, you have to be in it for the long term. The team at 2degrees and TBWA knew it would be a challenge to break the duopoly that had existed for many years, but they also knew that many customers were feeling locked in. That was all about to change. Marketing Challenge & Objectives The challenge was to break into the duopoly and accrue customers at a rapid rate. It was necessary to shake up the market and build a critical mass of customers in order for the operation to survive. In order to do this it was essential to build awareness and love of the brand, so that people would sign up and leave their other provider behind. Creative Insight & Strategy Consumer insights revealed that people were not interested in swapping for the sake of a few dollars. But they were fed up with the similarities of most plans and felt some of the conditions were unfair. 2degrees’ brand proposition was to make the mobile market a fairer place. Its first year was about revolutionising prepay and the second and third years were about changing the game for pay monthly accounts and broadband. 2012 View online – www.caanz.co.nz

It has been important to evolve the creative executions over the years, showing how 2degrees has grown from being a newbie, to an established telecommunications operator. Communications Strategy Over the past three years the full gamut of communications has been used. In particular, it was important to use television to build awareness, outdoor to give a feeling of scale and permanence and social media, along with store openings, to generate a groundswell of support. The communications have evolved over the years, moving away from a reliance on television and broadcast media, towards more narrowcast and engaging platforms. To remind people of the on-going 2degrees mission social media presence has been upweighted to bring to life elements of a television campaign. Currently, 2degrees outnumbers its competitors on Facebook by 54%. Results By wanting to make it fairer for all, 2degrees has outstripped all its initial targets. The brand has been recognised as one of the most successful third entrants to launch into telecommunications anywhere in the world. What this means is that it acquired more than one million customers in three years – it was only expecting to have 725,000. It has kept a strong presence in the market by keeping brand awareness high. Along with building a love of the brand around its well targeted communications and mission to make it fair for all. It has forced the industry to bring prices down which has seen call volumes increase. What next? 5

• HARDEST CHALLENGE, BEST STRATEGIC THINKING, SOCIAL MARKETING/PUBLIC SERVICE

Category: Hardest Challenge, Best Strategic Thinking, Social Marketing/Public Service Award: Gold Agency: Clemenger BBDO Client: New Zealand Transport Agency Title: Legend

Summary The ongoing issue of drinking and driving is one the New Zealand Transport Agency (NZTA) continues to look for new ways to combat. With young guys in particular, getting them to speak up and tell a mate not to drive drunk is awkward. However, Clemenger BBDO struck gold with its Legend campaign. It has won Gold Effies in the Social Marketing/Public Service and Best Strategic Thinking categories along with winning the prestigious Hardest Challenge award too. Key Learnings For NZTA the key was to connect with young male drivers, particularly those living in rural or provincial areas. Drinking is a common way of socialising, and driving is the most common way of getting home (even if you have had too much to drink). The Legend campaign, known for its key phrases such as “ghost chips” and “I’ve been internalising a really complicated situation in my head” has resonated with this group and given them a way to stop a mate driving drunk. Marketing Challenge & Objectives NZTA’s campaign against drunk driving has been going for years. It had already shown guys the consequences of driving drunk and the message was getting through. The next challenge was to cut through the alcohol haze and change behaviour. This required a campaign that would have high levels of recall and relevance, and create a dialogue between mates to get them to stand up and stop their mate driving. Creative Insight & Strategy The campaign acknowledged the feelings and anxieties of young guys about speaking up. The aim was to help them be a “Legend” by stopping a mate driving drunk. The “ghost chips” TVC was the key creative execution. Based around a group of guys partying, it 6

portrayed a truth that everyone can relate to – it’s bloody hard to question a mate about whether he should drive. The funny and memorable dialogue of the TVC used humour to diffuse the situation and ultimately gave people triggers to create their own version of the story. Communications Strategy Mass awareness was critical for this campaign along with being able to connect as close to the drinking moment as possible. Television was the most cost-effective way to reach widespread provincial and rural audiences to deliver a highly emotive message with frequency. The TVC launched during the final of the 2011 Rugby World Cup, when mates would be watching television together. More direct mediums were used to get closer to the moment of truth and reinforce the key message. The message “Stop a mate driving drunk. Legend” was printed on beer packaging for free, and bar runners and coasters were replaced in pubs with a Legend version. Billboards were placed in high risk provincial areas and radio was used in the build-up to key drinking periods. The TVC was posted on YouTube. Results The results were astounding, and delivered well above expectations. The unprompted recall was 57% which is the highest ever recall for a drink-drive campaign. It rated 60% for relevancy amongst young guys which was exceptionally high for a social marketing campaign designed to change their behaviour. The Legend campaign helped to start a conversation amongst the core audience, and got the nation talking via the campaign and the positive news coverage it generated. “Ghost chips” was a powerful story and it got young guys talking with each other about drink driving and owning the message. View online – www.caanz.co.nz 2012

• MOST EFFECTIVE INTEGRATED CAMPAIGN, NEW PRODUCT OR SERVICE

Category: Most Effective Integrated Campaign, New Product or Service Award: Gold Agency: Barnes, Catmur & Friends Client: Boundary Road Brewery Campaign: Boundary Road Brewery

Summary The team at Barnes, Catmur & Friends delivered a perfect campaign for Boundary Road Brewery to launch its new range of craft beers in a way that appealed to consumers and delivered outstanding sales in its category in supermarkets. Consumers were engaged right from the start via social media to help decide which beer the brewery should launch with. By making this personal connection and using a clever online strategy to reinforce it and keep the conversation going through to the launch phase and beyond, this campaign has been awarded a Gold Effie for New Product or Service and Most Effective Integrated Campaign. Key Learnings It was essential the Boundary Road Brewery range of beers had a presence and connection with consumers, even before the first commercial beer was brewed. There is a wide choice of craft beers in supermarkets, therefore it was crucial consumers would pick a Boundary Road Brewery beer over all others. Marketing Challenge & Objectives The craft beer market is competitive. It is typified by two main competitors and a number of other entrants which have a dedicated following of consumers. The challenge for the agency was to build the same dedicated following for Boundary Road Brewery beers from scratch. With the agency responsible for the design, packaging, naming and launch campaign of the brand, this gave the perfect opportunity to develop an integrated campaign to build a loyal base of customers. Creative Insight & Strategy Craft beer is by its very nature, individualistic, and its consumers 2012 View online – www.caanz.co.nz

likewise. A personal bond was essential, and Barnes, Catmur & Friends decided the best way to do this was to invite consumers to be involved in everything from choosing the craft beer to how it would be presented to market. Everything was designed in the integrated strategy to drive consumers online and keep them involved. The strategy being, that once they were in the supermarket they would naturally be drawn to “their beer”. Communications Strategy The aim was to start a conversation about beer and the communications strategy was to ensure the Boundary Road Brewery was in the right online environment to make this happen. Website and Facebook pages were developed and fed by banner ads (along with press and some outdoor executions). Beer Tasters were called for via Trade Me, with 999 successful applicants chosen. Results This clever integrated campaign, with digital at its core, has delivered beyond expectations. The aim was to break even in the first year. The brand launched in September 2011 and six months later had already achieved this. The campaign’s target was to get 5% of the local craft beer market in its first year. By its first six months it was sitting at 13% and its forecast for its first 12 months has been significantly revised. Before the first beer had been brewed, this campaign had attracted more than 7,000 Facebook fans, complemented by the website driving strong consumer interest. Once launched, the overall interest in this category has grown, with Boundary Road Brewery being responsible for driving more than 60% of this growth. 7

• MOST EFFECTIVE PR/EXPERIENTIAL CAMPAIGN

Category: Most Effective PR/Experiential Campaign Award: Gold Agency: Colenso BBDO Client: Frucor Beverages Ltd Title: Mountain Dew Pinball Skatepark

Summary Who would have thought one skatepark could deliver so much? Yet, the Mountain Dew Pinball Skatepark built such brand love and connection with its audience that sales of the global soft drink, and its three new variants, skyrocketed. Frucor Beverages Ltd is still receiving requests to bring the skatepark back, but for now it can bask in the glory of winning a Gold Effie for Most Effective PR/Experiential Campaign along with Colenso BBDO. Key Learnings The carbonated soft drinks category is cut-throat, and with many of the major brands all looking for ways to engage with key youth markets it was essential to have a ground breaking campaign which resonated with the audience. By honing in on young guys aged 15-19 years and giving them something which would be part of their action-packed days, Colenso BBDO built a winner. Marketing Challenge & Objectives Mountain Dew is a major player in the carbonated soft drinks category internationally, yet it needed to gain traction in New Zealand. The opportunity arose with the launch of three new variants. It would have been easy to use international creative, but the team at Colenso BBDO knew that to add some fizz to the local launch would deliver superior results and meet the aggressive sales targets that were set. Creative Insight & Strategy Mountain Dew is the high-energy octane that can fuel young guys’ active lifestyles. The key was to bring “Do the Dew” to life and let these guys experience what this meant. Hence, the big idea to build a 600sqm skate park in Auckland themed 8

around the new Mountain Dew variants. It was more than just a skate park. It was a super-sized pinball machine, that you could skateboard or ride your BMX around. And, it was not so much a ride, but more about pushing the boundaries to become a human pinball. Communications Strategy It was essential for Mountain Dew that young guys had the best experience. Therefore, professional BMX riders and skateboarders were engaged to help with the design and ultimately spread the word amongst their community. An invitational skateboard competition was used to expand the awareness before the park was opened to the public. Alongside this, youth television – Four – was enlisted to film and air a 10-episode series on the skatepark build and other communciation activity built on the brand experience. But the ultimate brand communication was to experience the ride itself. Results This campaign scored for Mountain Dew seeing it grow 41 times ahead of the category. It drew media attention and engaged the core target with the brand. This drove a change in consumer behaviour and resulted in a huge growth in sales. This translated into the consumers wanting to go out and buy Mountain Dew. Sales of the three new variants, along with the original flavour, all grew significantly and this was achieved without cannabilising sales of Mountain Dew Original. It boosted all the right brand metrics, turning the dial up on brand love measures along with talkability and coolness. It was picked up by more than 100 international news channels, along with thousands of mentions in blogs and websites. It was also tweeted by Tony Hawk, internationally renowned skateboarder. View online – www.caanz.co.nz 2012

• RETAIL/ETAIL

Category: Retail/Etail Award: Gold Agency: Barnes, Catmur & Friends Client: Hell Pizza Title: Pizza Roulette

Summary This Gold winning campaign grew out of extensive research and a strong strategic insight. Pizza Roulette was developed to help Hell Pizza grow its business, and avoid the cut-price trap often associated with the quick serve restaurant industry. The gamble paid off. Pizza Roulette created record sales, an onslaught of new customers and even caught the attention of international media. It also won a Gold Effie for Barnes, Catmur & Friends in the Retail/ Etail category. Key Learnings In order to spice up Hell Pizza’s offering it was necessary to bring the brand and the product closer together. Consumer insights revealed the brand credentials were very strong, but not always borne out in the product offering. Marketing Challenge & Objectives The marketing challenge was to defy conventional wisdom and avoid a price war. With the recession biting, the lure of dropping price to drive sales was strong. But Hell Pizza has never been about following convention. Instead it backed an over-the-top hot chilli sauce. The aims were simple enough – bring back profitable growth; drive new customer growth and do it in a way that was true to the brand – but could it be achieved? Creative Insight & Strategy What could be more Hellish than ordering a pizza, and playing a kind of Russian roulette whereby you could get your tastebuds blown away with the world’s hottest chilli sauce? Pizza Roulette meant one slice of pizza would have the devilishly hot sauce on it – only you would not know which piece until you bit into it and your mouth exploded! 2012 View online – www.caanz.co.nz

There was no cost to the consumer, all they had to do was ask to play when they ordered their pizza. A single drop of the nuclear sauce was added for free to a random slice of their pizza. Which culminated nicely in the line “Pizza Roulette. It doesn’t cost, but somebody pays”. The creative execution started with the packaging itself and was integrated across all channels. Communications Strategy The road to Hell was clear. Bus shelters near Hell Pizza outlets were used to show a massive list of unlikely hazards that Pizza Roulette would not be responsible for, and this disclaimer was reinforced on the pizza packaging. A Facebook competition encouraged 48,000 fans to upload videos of themselves playing Pizza Roulette. Once that was rolling the message was integrated into television. Engagement was generated by targeting youth television and the campaign was given scale with a national campaign to capitalise on the momentum that had already been created. Local flavour was provided by the 65 Hell stores around the country. Results Hell Pizza’s results from this single retail promotion have been remarkable, especially when it has been such a tough year in this category. Sales were blown away. By the time the Pizza Roulette promotion had ended, the annual sales targets had already been achieved. Profitability was up too. With 80% of Pizza Roulette sales being the more profitable double-sized pizza, retailing at full price. The buzz around the promotion also brought in a 17.5% yearon-year increase in new customers. It even attracted the interest of CNN, and became a news story with numerous other international and local media outlets. 9

GRAND EFFIE SPONSORED BY:

Most Effective Client of the Year 2degrees Mobile

SPONSORED BY:

Hardest Challenge SPONSORED BY:

GOLD Legend Agency: Clemenger BBDO Philip Andrew – Executive Creative Director Brigid Alkema – Creative Director/Writer Mitch Alison – Writer Linda Major – Director of Social Marketing Julianne Hastings – Account Director Hayley Smith – Account Executive OMD Annabelle Wilkinson – Business Director Emily Goulden – Account Manager Client: New Zealand Transport Agency Rachel Prince – Advertising Manager Paul Graham – Principal Scientist Strategic Directions 2012 View online – www.caanz.co.nz

Sustained Success SPONSORED BY:

GOLD 0 to 1 million in just three years Agency: TBWA Digital Arts Network Geoff Devereux – Managing Director Ross Howard – Digital Creative Director David Minty – Digital Creative Henson Tan – Digital Producer Whybin\TBWA David Walden – CEO Andy Blood – Executive Creative Director Craig Farndale – Creative Director Connan James – Creative Director Chris Childerhouse – Creative Group Head Carl Lough – Creative Group Head Michael Goldthorpe – Copywriter Tamryn Kerr – Art Director Tracy Lee – Planning Director Julie MacIver – Senior Planner Natasja Barclay – Group Head Nick Bulmer – Account Director Sarah Cowan – Senior Account Manager Simon Mills – Account Manager Sarah Williams – Group Account Director Mandy Eckford – Account Director Olivia Wright – Account Director Katie Theed – Account Director Rebecca Richardson – Account Director Mark Paisey– Studio Manager Michelle Hong – Studio Manager Marg Slater – TV Producer Pip Mayne – TV Producer Gus Roberts – Creative Director Corey Chalmers – Creative Director Deborah Simpson – Planning Director Client: 2degrees Mobile Eric Hertz – CEO Larrie Moore – Chief Marketing Officer Malcolm Phillips – Chief Marketing Officer

View online – www.caanz.co.nz 2012

Sustained Success SILVER Grants Corner to Corner 2009 – 2012 Agency: bcg2 Abe Dew – Director Strategy & Planning Deborah Cashmore – Account Director Michael Jarvis – Managing Director James Blackwood – CEO & ECD Andrea Glidden – Copywriter Fluxx Mark Pickering – Director MANGO Claudia Macdonald – Managing Director Client: Lion Nigel Owen – Brand Manager – Spirits Hayden Harvey – Brand Manager Michael Morton – Global Spirits Marketing Manager Susan Cassidy – Marketing Manager – Wine Craig Baldie – Marketing Director – Spirits

Sustained Success BRONZE Campaign for Action on Family Violence: Influencers Agency: DraftFCB Brian van den Hurk – Managing Director, Social Change David Thomason – Planning Director Jane Wardlaw – Account Director Sarah Raine – Senior Account Manager James Mok – Group Executive Creative Director Australasia Murray Watt – Creative Director Scott Kelly – Senior Copywriter Leisa Wall – Art Director Jane Langley – Senior Copywriter Client: Ministry of Social Development/Families Commission Trish Green – Project Leader Teresa Pomeroy – Project Manager

2012 View online – www.caanz.co.nz

Best Strategic Thinking SPONSORED BY:

Best Strategic Thinking GOLD Steinlager – Believe Agency: DDB Andy Fackrell – Group Executive Creative Director Toby Talbot – Group Executive Creative Director Regan Grafton – Deputy Creative Director Damian Galvin – Art Director Rory McKechnie – Copywriter Lucinda Sherborne – Head of Planning David McIndoe – Planning Director Scott Wallace – Group Business Director Jonathan Rea – Account Manager RAPP Tribal Aaron Goldring – Creative Director Ian Hulme – Digital Strategist Mango Rebecca Rassie – Account Manager ZenithOptimedia Sophia Quilian – Business Director Sunita Bhana – Media Director Client: Lion Danny Phillips – Brand Director Todd Gordon – Marketing Manager Brent Robinson – Sponsorship Director Janna Tipler – Assistant Brand Manager 14

View online – www.caanz.co.nz 2012

Best Strategic Thinking SILVER Mountain Dew Pinball Skatepark Agency: Colenso BBDO Nick Worthington – Executive Creative Director Victoria Daltrey – Art Director Will Bingham – Copywriter Dan Wright – Digital Creative Director Jae Morrison – Director Angela Watson – Group Account Director Tim Ellis – Senior Account Director Sam Wallace – Account Manager Eileen Cosgrove-Moloney – Account Executive Hayley Pardoe – Planner Rob Linkhorn – Producer Paul Courtney – Producer James McMullan – Digital Producer Pablo Dunovits – Senior Digital Designer Matt Visser – Flash Developer Warren Green – Director – Satin and Lace OMD Andrew Reinholds – Media Jarrod Hunt – Media Client: Frucor Beverages Ltd Amanda Lyon – Marketing Manager Joanna Hollins – Senior Brand Manager

Best Strategic Thinking BRONZE Pizza Roulette Agency: Barnes, Catmur & Friends Paul Catmur – Executive Creative Director Daniel Barnes – Executive Creative Director Katya Urlwin – Sr Account Manager Crispin Schuberth – Head of Art Brad Stratton – Creative Jesse Stevens – Creative Client: Hell Pizza Stu McMullin – General Managing Partner Callum Davies – General Managing Partner

2012 View online – www.caanz.co.nz

Best Strategic Thinking BRONZE What’s My Number? Agency: DraftFCB Brian van den Hurk – Managing Director, Social Change Paul Irwin – General Manager David Thomason – Planning Director Donna Baylis – Account Director Lucie Watson – Account Manager James Mok – Group Executive Creative Director Australasia Murray Watt – Creative Director Josh Stuart – Creative Anne Lipsham – Strategy Director Blair Alexander – Media Manager Daniel Currin – Senior Media Planner/Buyer Grace Macalincag – Media Planner/Buyer Angela Spain – General Manager PR Kimberly Kastelan – Senior Account Manager PR Steph Pearson – Senior Digital Media Planner/Buyer Client: Electricity Authority Todd Collings – Programme & Procurement Manager Bronwyn Christie – Project Administrator Anthony McLagan – Consultant

Best Strategic Thinking BRONZE The Easy As Guide to a Distinctive DIY Experience Agency: DraftFCB David Thomason – Planning Director Fleur Head – Head of Account Service Brodie Lawry – Account Director Murray Watt – Creative Director Mike Fredricson – Media Director Exposure Kevin Denholm – TV Director TVNZ Lance Hipkins – Producer Client: Mitre 10 (NZ) Limited Eleanor Downs – Marketing Operations Manager Dave Elliot – General Manager Marketing Sophie Rose Nicholas – Promotions Co–ordinator

View online – www.caanz.co.nz 2012

Most Effective Integrated Campaign SPONSORED BY:

GOLD Boundary Road Brewery Agency: Barnes, Catmur & Friends Paul Catmur – Executive Creative Director Daniel Barnes – Managing Partner Crispin Schuberth – Head of Art Sally Willis – Account Director Nicholas Gallagher – Account Manager Luke Farmer – Head of Account Service Rob Longuet-Higgins – Creative Rob Cook – Creative Brad Stratton – Creative Greg Elisara – Head of Digital Jesse Stevens – Creative Matt Weavers – Creative Client: Boundary Road Brewery Ben Shaw – Marketing Manager Beer Adam Maxwell – General Marketing Manager

Most Effective Integrated Campaign GOLD Steinlager – Believe Agency: DDB Andy Fackrell – Group Executive Creative Director Toby Talbot – Group Executive Creative Director Regan Grafton – Deputy Creative Director Damian Galvin – Art Director Rory McKechnie – Copywriter Lucinda Sherborne – Head of Planning David McIndoe – Planning Director Scott Wallace – Group Business Director Jonathan Rea – Account Manager RAPP Tribal Aaron Goldring – Creative Director Ian Hulme – Digital Strategist Mango Rebecca Rassie – Account Manager ZenithOptimedia Sophia Quilian – Business Director Sunita Bhana – Media Director Client: Lion Danny Phillips – Brand Director Todd Gordon – Marketing Manager Brent Robinson – Sponsorship Director Janna Tipler – Assistant Brand Manager

2012 View online – www.caanz.co.nz

Most Effective Integrated Campaign SILVER What’s My Number? Agency: DraftFCB Brian van den Hurk – Managing Director, Social Change Paul Irwin – General Manager David Thomason – Planning Director Donna Baylis – Account Director Lucie Watson – Account Manager James Mok – Group Executive Creative Director Australasia Murray Watt – Creative Director Josh Stuart – Creative Anne Lipsham – Strategy Director Blair Alexander – Media Manager Daniel Currin – Senior Media Planner/Buyer Grace Macalincag – Media Planner/Buyer Angela Spain – General Manager PR Kimberly Kastelan – Senior Account Manager PR Steph Pearson – Senior Digital Media Planner/Buyer Client: Electricity Authority Todd Collings – Programme & Procurement Manager Bronwyn Christie – Project Administrator Anthony McLagan – Consultant

Most Effective Integrated Campaign BRONZE Chopper Agency: .99 Craig Whitehead – ECD/CEO Jarad O’Hara – Managing Partner – Client Service Kathryn Thomas – Senior Strategic Planner Paul Hankinson – Creative Director Nic Hall – Deputy Creative Director Mark Easterbrook – Head of Copy Tom Cunliffe – Creative Zac Lancaster – Creative Therese Bielawa – TV Producer Victoria Graves – Group Account Director Chrissy Powlesland – Account Director Helen Prangley – Account Director Client: Westpac Martine Jager – GM Marketing and Customer Experience Suzie Marsden – Head of Brand Michael Healy – Senior Brand Manager Bec Reynolds – Brand Manager Bec Williams – Community Sponsorship Manager

View online – www.caanz.co.nz 2012

New Product or Service GOLD Boundary Road Brewery Agency: Barnes, Catmur & Friends Paul Catmur – Executive Creative Director Daniel Barnes – Managing Partner Crispin Schuberth – Head of Art Sally Willis – Account Director Nicholas Gallagher – Account Manager Luke Farmer – Head of Account Service Rob Longuet-Higgins – Creative Rob Cook – Creative Brad Stratton – Creative Greg Elisara – Head of Digital Jesse Stevens – Creative Matt Weavers – Creative Client: Boundary Road Brewery Ben Shaw – Marketing Manager Beer Adam Maxwell – General Marketing Manager New Product or Service SILVER The Icebar Co. Agency: Colenso BBDO Nick Worthington – Creative Chairman Steve Cochrane – Executive Creative Director Levi Slavin – Creative Director Jae Morrisom – Art Director Marcelle Baker – Group Account Director Saya Tran – Account Director James Cummins – Account Manager Sue Gill – Senior Planner Rob Linkhorn – Producer Kate Slavin – Designer, Typographer, Illustrator OMD OMD – Media Film Construction Andy Morton – Director Roi Macgregor – Producer Dan Kircher – Editor Client: Tip Top Fiona Hyland – General Manager of Marketing Pip Casey – Marketing Manager Natacha Clark – Senior Brand Manager New Product or Service BRONZE Z is for New Zealand (The Launch of Z) Agency: Assignment Group Kim Wicksteed MBM Matt Bale Mediacom Nigel Douglas – Managing Director Client: Z Energy Jane Anthony – Marketing Manager 2012 View online – www.caanz.co.nz

Fast Moving Consumer Goods (FMCG) SPONSORED BY:

GOLD Steinlager – Believe Agency: DDB Andy Fackrell – Group Executive Creative Director Toby Talbot – Group Executive Creative Director Regan Grafton – Deputy Creative Director Damian Galvin – Art Director Rory McKechnie – Copywriter Lucinda Sherborne – Head of Planning David McIndoe – Planning Director Scott Wallace – Group Business Director Jonathan Rea – Account Manager RAPP Tribal Aaron Goldring – Creative Director Ian Hulme – Digital Strategist Mango Rebecca Rassie – Account Manager ZenithOptimedia Sophia Quilian – Business Director Sunita Bhana – Media Director Client: Lion Danny Phillips – Brand Director Todd Gordon – Marketing Manager Brent Robinson – Sponsorship Director Janna Tipler – Assistant Brand Manager Fast Moving Consumer Goods (FMCG) SILVER Mountain Dew Pinball Skatepark Agency: Colenso BBDO Nick Worthington – Executive Creative Director Victoria Daltrey – Art Director Will Bingham – Copywriter Dan Wright – Digital Creative Director Jae Morrison – Director Angela Watson – Group Account Director Tim Ellis – Senior Account Director Sam Wallace – Account Manager Eileen Cosgrove-Moloney – Account Executive Hayley Pardoe – Planner Rob Linkhorn – Producer Paul Courtney – Producer James McMullan – Digital Producer Pablo Dunovits – Senior Digital Designer Matt Visser – Flash Developer Satin and Lace Warren Green – Director OMD Andrew Reinholds – Media Jarrod Hunt – Media Client: Frucor Beverages Ltd Amanda Lyon – Marketing Manager Joanna Hollins – Senior Brand Manager 20

View online – www.caanz.co.nz 2012

Most Effective PR/Experiential Campaign SPONSORED BY:

GOLD Mountain Dew Pinball Skatepark Agency: Colenso BBDO Nick Worthington – Executive Creative Director Victoria Daltrey – Art Director Will Bingham – Copywriter Dan Wright – Digital Creative Director Jae Morrison – Director Angela Watson – Group Account Director Tim Ellis – Senior Account Director Sam Wallace – Account Manager Eileen Cosgrove-Moloney – Account Executive Hayley Pardoe – Planner Rob Linkhorn – Producer Paul Courtney – Producer James McMullan – Digital Producer Pablo Dunovits – Senior Digital Designer Matt Visser – Flash Developer Warren Green – Director – Satin and Lace OMD Andrew Reinholds – Media Jarrod Hunt – Media Client: Frucor Beverages Ltd Amanda Lyon – Marketing Manager Joanna Hollins – Senior Brand Manager

Most Effective PR/Experiential Campaign BRONZE Top to Bottom Agency: Saatchi & Saatchi Murray Streets – Director of Planning and Strategy Mark Cochrane – GAD Starcom Mediavest Al Jamison – CEO Wright Communication Nikki Wright – Managing Director AIM Proximity Brett Hoskins – Creative Director Client: Toyota Neeraj Lala – GM Marketing, Product and Used Vehicles

2012 View online – www.caanz.co.nz

Retail/Etail GOLD Pizza Roulette Agency: Barnes, Catmur & Friends Paul Catmur – Executive Creative Director Daniel Barnes – Executive Creative Director Katya Urlwin – Sr Account Manager Crispin Schuberth – Head of Art Brad Stratton – Creative Jesse Stevens – Creative Client: Hell Pizza Stu McMullin – General Managing Partner Callum Davies – General Managing Partner

Retail/Etail BRONZE The Power Of The Suit Agency: Publicis Mojo Auckland Kay Boyle – Managing Partner Lachlan McPherson – Executive Creative Director Mikhail Gherman – Creative Director Jonathon Bates – Senior Account Manager Steve Clark (Author) – Channel Planner Client: Hallenstein Brothers Glenn Hunter – General Manager

View online – www.caanz.co.nz 2012

Social Marketing/Public Service GOLD Legend Agency: Clemenger BBDO Philip Andrew – Executive Creative Director Brigid Alkema – Creative Director/Writer Mitch Alison – Writer Linda Major – Director of Social Marketing Julianne Hastings – Account Director Hayley Smith – Account Executive OMD Annabelle Wilkinson – Business Director Emily Goulden – Account Manager Client: New Zealand Transport Agency Rachel Prince – Advertising Manager Paul Graham – Principal Scientist Strategic Directions

Social Marketing/Public Service BRONZE What’s My Number? Agency: DraftFCB Brian van den Hurk – Managing Director, Social Change Paul Irwin – General Manager David Thomason – Planning Director Donna Baylis – Account Director Lucie Watson – Account Manager James Mok – Group Executive Creative Director Australasia Murray Watt – Creative Director Josh Stuart – Creative Anne Lipsham – Strategy Director Blair Alexander – Media Manager Daniel Currin – Senior Media Planner/Buyer Grace Macalincag – Media Planner/Buyer Angela Spain – General Manager PR Kimberly Kastelan – Senior Account Manager PR Steph Pearson – Senior Digital Media Planner/Buyer Client: Electricity Authority Todd Collings – Programme & Procurement Manager Bronwyn Christie – Project Administrator Anthony McLagan – Consultant 2012 View online – www.caanz.co.nz

Charity/Not for Profit SILVER Chopper Agency: .99 Craig Whitehead – ECD/CEO Jarad O’Hara – Managing Partner – Client Service Kathryn Thomas – Senior Strategic Planner Paul Hankinson – Creative Director Nic Hall – Deputy Creative Director Mark Easterbrook – Head of Copy Tom Cunliffe – Creative Zac Lancaster – Creative Therese Bielawa – TV Producer Victoria Graves – Group Account Director Chrissy Powlesland – Account Director Helen Prangley – Account Director Client: Westpac Martine Jager – GM Marketing and Customer Experience Suzie Marsden – Head of Brand Michael Healy – Senior Brand Manager Bec Reynolds – Brand Manager Bec Williams – Community Sponsorship Manager

Charity/Not for Profit SILVER Pedigree Adoption Drive Agency: Colenso BBDO Nick Worthington – Executive Creative Director Levi Slavin – Creative Director/Copywriter Aaron Turk – Creative Director Jae Morrison – Art Director Scott Coldham – Group Account Director Karla Fisher – Senior Account Director Dave Munn – Senior Account Manager Haydn Thomsen – Producer Andy McLeish – Planning Director Paul Headington – Digital Developer Colin Williams – Digital Developer Kaleidoscope NZ – Post Production Total Media Keri Brown – Business Manager Client: Mars Peter Simmons – Marketing Director Petcare Mars Oliver Downs – Marketing Manger

View online – www.caanz.co.nz 2012

Most Progressive Campaign SILVER Mountain Dew Pinball Skatepark Agency: Colenso BBDO Nick Worthington – Executive Creative Director Victoria Daltrey – Art Director Will Bingham – Copywriter Dan Wright – Digital Creative Director Jae Morrison – Director Angela Watson – Group Account Director Tim Ellis – Senior Account Director Sam Wallace – Account Manager Eileen Cosgrove-Moloney – Account Executive Hayley Pardoe – Planner Rob Linkhorn – Producer Paul Courtney – Producer James McMullan – Digital Producer Pablo Dunovits – Senior Digital designer Matt Visser – Flash Developer Warren Green – Director – Satin and Lace OMD Andrew Reinholds – Media Jarrod Hunt – Media Client: Frucor Beverages Ltd Amanda Lyon – Marketing Manager Joanna Hollins – Senior Brand Manager

Most Progressive Campaign BRONZE DB Monteith’s – Sorry about the twigs, folks Agency: Colenso BBDO Nick Worthington – Creative Chairman James Tucker – Art Director Simon Vicars – Copywriter Aaron Turk – Creative Marcelle Baker – Group Account Director Saya Tran – Account Director James Cummins – Account Manager Sheriden Derby – Producer James Hurman – Planning Director Steven Boniface Photography Steven Boniface – Photographer Imagecraft Kevin Hyde – Retoucher Independent Mike Davison – Designer Harper Photographics Ltd Simon Harper – Photographer SparkPHD SparkPHD – Media Client: DB Monteiths Clare Morgan – General Manager – Marketing Rene De Monchy – Consumer Marketing Manager Alex Florian – Assistant Brand Manager Jennie Macindoe – Marketing Manager 2012 View online – www.caanz.co.nz

Most Progressive Campaign BRONZE Pizza Roulette Agency: Barnes, Catmur & Friends Paul Catmur – Executive Creative Director Daniel Barnes – Executive Creative Director Katya Urlwin – Sr Account Manager Crispin Schuberth – Head of Art Brad Stratton – Creative Jesse Stevens – Creative Client: Hell Pizza Stu McMullin – General Managing Partner Callum Davies – General Managing Partner

Consumer Services SPONSORED BY:

SILVER Unitec – Change Starts Here Agency: Special Group Tony Bradbourne – Creative Director Rob Jack – Creative Director Michael Redwood – Managing Partner Nicola Winslade – Account Manager Liz Rosby – Producer Film Construction Andrew Morton – Director Andrew Stroud – Director of Photography Dan Kircher – Editor Roimata Macgregor – Producer Media 360/ Mediacom Nikki Stevens – Media Director Dale Spencer – Managing Director Client: Unitec Jeanette Paine – Executive Director, Marketing and Communications Carly Wigley – Director, Brand Experience

View online – www.caanz.co.nz 2012

Consumer Services BRONZE WooHoo Agency: Special Group Tony Bradbourne – Creative Director Rob Jack – Creative Director Michael Redwood – Managing Partner Claire Beatson – Planning Director Antony Wilson – Copywriter Iain MacMillan – Art Director Annabel Rees – Account Director Stephanie Lee – Account Manager Nigel Sutton – Producer Immediate Sue McCrea – Managing Director Finch Nic Finlayson – Director Phil Liefting – Producer Adam Clark – Director of Photography Tim Mauger– Editor Client: NZ Tax Refunds Cilla Hegarty – Founder/CEO Sheila Worsley – Chief Marketing Officer

Consumer Services BRONZE Yellow Toolbox Agency: DDB Andy Fackrell – Group Executive Creative Director Toby Talbot – Group Executive Creative Director Gavin Siakimotu – Senior Art Director Natalie Knight – Senior Copywriter Maria Ward – Senior Art Director Lucinda Sherborne – Head of Planning David McIndoe – Planning Director Greg Jones – Group Business Director Ryan Davies – Senior Account Manager RAPP Tribal Aaron Goldring – Creative Director David Reid – Deputy Creative Director Steven Anderson – Deputy Creative Director Ian Hulme – Digital Strategist Dave Wilson – Senior Account Manager Starcom Paula Adams – Media Director Ryan Jordan – Business Manager Harriet Finnigen – Media Assistant Client: Yellow Kellie Nathan – Director of Business Communication Lara Bancroft – Head of Interactive Marketing Maree Lawrence – Mass Communications and Brand Manager Maja Lee – Head of Communications and Channel Varsha Singh – Digital Communications Manager 2012 View online – www.caanz.co.nz

Consumer Durables SPONSORED BY:

SILVER VW Amarok Agency: DDB Andy Fackrell – Group Executive Creative Director Toby Talbot – Group Executive Creative Director Gavin Siakimotu – Creative Group Head Natalie Knight – Creative Group Head Lucinda Sherborne – Head of Planning Gina Williams – Planning Rupert Price – Planning Director Scott Wallace – Group Business Director Susie Darling – Account Director Jonathan Rea – Account Manager M G COM Cindy Mitchener – Partner Spacestation Rachel Stewart – Media Manager Client: Volkswagen Dean Sheed – New Zealand Manager Tom Ruddenklau – Managing Director Denise Goodwin – Marketing Manager Grant Doull – Commercial Vehicles Manager

Most Effective Digital/Social Media Campaign SPONSORED BY:

SILVER Boundary Road Brewery Agency: Barnes, Catmur & Friends Paul Catmur – Executive Creative Director Daniel Barnes – Managing Partner Crispin Schuberth – Head of Art Sally Willis – Account Director Nicholas Gallagher – Account Manager Luke Farmer – Head of Account Service Rob Longuet-Higgins – Creative Rob Cook – Creative Brad Stratton – Creative Greg Elisara – Head of Digital Jesse Stevens – Creative Matt Weavers – Creative Client: Boundary Road Brewery Ben Shaw – Marketing Manager Beer Adam Maxwell – General Marketing Manager

View online – www.caanz.co.nz 2012

Limited Budget: less than $300,000 BRONZE The Party of the Year Agency: justONE Ben Goodale – Managing Director Amy Morrison – Account Director Drew Ayers – Creative Director Mari Pettersson – Senior Art Director Stuart Hinds – Creative Director Tom Hewlett – Account Manager Client: Farmlands Trading Society Limited Allister Bathgate – GM Innovation and Communication Jess Strange – Marketing and Communications Manager Gavin Foulsham – GM Farmlands Card

Congratulations to all winners in the CAANZ 2012 Effie Awards in association with TVNZ. 2012 View online – www.caanz.co.nz