Gold
Real Stories
Agency: Colenso BBDO
Client: TVNZ (TV One)
TV One launched a campaign for its flagship series, Steven Spielberg’s The Pacific, in order to increase viewership. The show had delivered poor ratings in the US and UK, and the broadcaster wanted to avoid a repeat performance. This direct mail campaign featured hundreds of copies of real letters written by soldiers stationed in Okinawa, Japan, which were mailed to 346,000 New Zealanders 25- to 54-years-old, in order to personalize the various stories that came out of the war. Copies of the letters were also posted on a wall in Central Auckland for the public to read and take with them. A Caples judge said this campaign was “perfection.” The effort culminated in an event in which people flocked to Auckland to watch a re-enactment of a dogfight using actual WWII aircraft. Crowds lined the streets and the beach to watch two Japanese fighter planes take on a New Zealand Kittyhawk. Results were impressive: 24% of New Zealanders tuned in to the first episode.
Executive Creative Director
Nick Worthington
Art Directors/Copywriters
Rebecca Johnson-Pond
Kimberley Ragan
Silver
Support Scent
Agency: Clemenger BBDO Proximity Melbourne
Client: Guide Dogs Australia
Clemenger BBDO created a strategy to invigorate Guide Dogs Australia’s donor base by engaging a younger audience and finding a way to generate support from the blind population. Working with Kit Cosmetics, they launched Support Scent, a unisex fragrance. Proceeds went directly to Guide Dogs Australia. Scented letters were mailed to the blind community; the campaign also included events, advertising, retail and e-commerce. The charity experienced a 33% increase in donors, and the product continues to generate revenue.
Executive Creative Director
Ant Keogh
Creative Director
Damian Royce
Creative Team
Tom Martin
Julian Schreiber
Mini Soho. 15 Cars. 15 Campaigns.
Agency: Draftfcb
Client: BMW New Zealand
BMW wanted to market $49,595 limited edition Mini Soho cars online without potential customers taking the car for a test drive, visiting the dealership or even viewing the car. The fifteen exclusive cars were identical, except for a small numbered badge on the side. Draftfcb created different personalities that brought each of the numbers to life, positioning cars as one-of-a-kind in each campaign. The multichannel campaign drove people online, the only place to buy the car. BMW managed to sell 10 cars for a total of $500,000 in sales.
Executive Creative Director
James Mok
Creative Director
Tony Clewett
Art Director
Leisa Wall
Copywriters
Jane Langley, Scott Kelly
Wear It with Pride
Agency: M&C Saatchi/Mark
Client: ACON
After the Australian Federal Government reformed 85 complex laws that gave equality to same-sex couples, ACON, an Australian GLBT organization and its agency created a campaign that included T-shirts, a website, grassroots support and PR. Artists translated the reforms into T-shirt designs and influential community members drove the campaign through social networks and online for further information.
Executive Creative Director
Gavin McLeod, Ben Welsh
Creative Group Head
Genevieve Hoey
Finalists
Yellow Chocolate
Agency: Colenso BBDO
Client: Yellow Pages Ltd.
ECD: Nick Worthington
