zRMSgr2ch5zCBaY-nO5EXLTwr0LHIOeJsEqV6uSt8fA,m9XyMs3Arj7HAwYlV0pTU_cDh-zeR6h1Rg-R9KHMq8I.jpgThe Cannes Lions International Festival of Creativity has today announced new networking opportunities to enhance the Festival experience for its global attendees.

Cannes Lions has joined forces with Accenture Interactive as its Connections Partner to launch new initiatives that combine digital technology with real-world networking, creating innovative ways for festival goers to connect throughout the week.
Screen Shot 2016-03-24 at 1.23.59 pm-thumb-400x223-214199-thumb-400x223-233670-thumb-400x223-253466.jpgThe winners of the 38th annual AWARD Awards have been announced tonight in a celebration of the most outstanding creative communications work in the Asia Pacific region. The theme for the night was "Digging for Gold" and didn't disappoint with a record number of golds being presented along with a solid gold pencil for "Best in Show". Held at Carriageworks as part of Semi Permanent festival, the ceremony delivered 35 Gold Pencils, and awarded a further 117 Silver and 149 Bronze Pencils.

The award for Agency of the Year was presented to Clemenger BBDO Melbourne, which also took home the most gold pencils of the evening, scoring 20 across PR, Direct Marketing, Digital, Innovation, Integrated Campaign, Market Disruption & Product/Service Development, Creativity for Good, Design, Poster and Outdoor, Promotion & Experiential, Film & Video and Branded Entertainment & Content. DDB New Zealand was ranked #2 Agency of the Year and Clemenger BBDO | Touchcast, Wellington was ranked #3 Agency of the Year and scored a Gold Pencil for NZTA 'Hello'.
Screen Shot 2017-05-26 at 9.15.13 am.jpgEffie Worldwide named the most effective marketers in the world, based on the global results of the 2017 Effie Effectiveness Index.  Unilever, Vodafone, WPP, BBDO Worldwide, Sancho BBDO and ACG Advertising Agency held the top rankings in the categories of Most Effective Marketer, Brand, Agency Holding Group, Agency Network, Agency Office and Independent Agency, respectively.

Colenso BBDO has jumped up to 5th spot in the global Most Effective Agency rankings, making the top five for the first time since 2013.

FCB NZ was ranked #18; BC&F Dentsu ranked #30 and Y&R NZ ranked #87.

In the the global Most Effective Indie Agency rankings True ranked in at #21 and Special Group in at #35.

Now in its seventh year, the Effie Index recognises the companies that create the most effective marketing communications ideas from around the world, determined by their cumulative success in more than forty national, regional and global Effie Awards competitions.  The 2017 Effie Index is compiled from 3,601 finalists and winning entries from worldwide Effie Awards competitions held between January 1, 2016 and December 31, 2016.
Screen Shot 2017-05-16 at 9.41.31 am.jpgEarly indications suggest there are hundreds of Aussies and Kiwis (including expats) going to Cannes this year - and delegate numbers worldwide are expected to be up from last year with more seminars and events at Cannes 2017 than ever before.

Campaign Brief, with the generous support of Sydney-Auckland-Los Angeles based production company Photoplay and boutique Design and VFX house Fin, based in Sydney and Shanghai, will be hosting our annual Welcome Cocktail Party for the Aussie and Kiwi delegates on Monday 19 June from 5.30pm. Venue TBA.

PP_Master_Identity.jpgFIN-LOGO.jpegSpecial guests include many of the Australian jurors and several prominent creative directors from around the world. If you are an Aussie or Kiwi (or an expat) going to Cannes, let Lynchy know now to secure your ticket: michael@campaignbrief.com

***

LBB-BEACH-2.jpgLBB & Friends are back on the beach for Cannes 2017 - and LBB member agencies + production companies from Australia and NZ* are invited

Every year Little Black Book hosts one of the most fun, relaxed, and productive events at the Cannes Lions - the LBB & Friends Beach, opposite the Miramar on La Croisette. And you're invited to hang out there from Tuesday thru to Saturday if you work for a LBB member agency or production company in Australia or New Zealand*.
18619907_10156569216919848_4104751610231308230_n.jpgIn the lead-up to the AWARD Awards the CB/LIA Legendary Lunch was held today at Kingsleys on Woolloomooloo Wharf in Sydney.

The lunch - which was attended by Australia's top creative directors and selected production company executive producers - was generously sponsored by New York-based Barbara Levy,  president of the London International Awards, 18620487_10156569216279848_2869446753137973542_n.jpgwho is visiting Sydney to catch up with top creative directors and to attend the AWARD Awards.

Says Levy (left): "LIA is both proud and honoured to be co-hosting the LIA/CB Legendary Lunch during AWARD week in Sydney.  Over the years, LIA has had a front row seat in watching the Australian advertising community grow to become a Top 3 global powerhouse.

"Co-hosting is our way of giving thanks to those who have supported us throughout the years. It is a privilege for LIA to be part of this event, a way of showing the respect and admiration we have for the creatives who have led the way. What better time and place to do this than during AWARD week when the Australian creative community celebrates its achievements within this great industry."

WATCH THE VIDEO
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New and featured jobs have visibility on the Bestads and Campaign Brief sites 24/7, reaching upwards of 300,000 unique visitors a month.

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The Campaign Brief App includes CB Australia, CB New Zealand, CB Asia and CB WA - all on the one app.

The Bestads App gives you immediate access to the weekly Top 6 TV/web film, Print, Outdoor/Ambient, Radio and Interactive advertisements from bestadsontv.com, plus guest judge comments each week by top international creatives.

Stay on top of the world's best advertising creative from the world's hottest ad agencies and production companies. Get the best of the week from the last 16 weeks (that's 96 best ads in each category). Judges comments also go back the last 16 weeks.

Screen shot 2011-08-25 at 2.51.16 AM.jpgThe Bestads app is a great tool to keep up with the best commercials from around the world, on your Apple or Android phone or tablet whenever you have a spare minute, and wherever you are. You can share featured ads on Twitter, Facebook or by email, direct from the app.

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Adshel Live NZ phase 3 roll out.jpgAdshel New Zealand has announced the expansion of its Adshel Live digital street furniture network, with the phased roll-out of 70 additional screens commencing from today.
 
Phase three of Adshel NZ's digitisation strategy adds to the existing network of 150 digital advertising panels across Auckland, Wellington and Christchurch, with increased coverage in each of these markets, while also extending the reach of the network into Hamilton. Site selection focused on maintaining the quality positioning of the network, supplementing the existing national footprint and delivering coverage in proximity to key retail precincts, further improving Adshel's delivery of reach and frequency.

As with previous phases in the Adshel Live roll-out, the new locations across the network will feature state of the art technology. The Adshel digital screens are 75-inch, ultra-high definition, with 4K content capability, adjusting to the ambient light conditions to ensure continuity of the quality display.
Donate a Fish [2][5].jpgCase Study: Earlier this year Coastguard Northern Region and DDB New Zealand pioneered a new way to raise funds for the life-saving organisation. Instead of asking the donation-fatigued public for spare cash, they asked boaties for a donation much closer to their heart - their freshly caught fish.

Coastguard is the only emergency service that operates on the water, saving thousands of kiwis' lives every year, but as a not-for-profit, non-government organisation they are heavily reliant on the generosity of the New Zealand public to maintain operations.

To help make sure the organisation's fundraising stays relevant and continues to get in front of the right people - boaties and water users - DDB New Zealand worked with Coastguard Northern Region to trial an innovative way to raise money...without collecting money.

VIEW THE CASE STUDY
Anchor Milk Slams 2 Real[1].jpgCase Study: Dairy brand Anchor New Zealand has tasted the success of appealing to a young audience with its latest campaign, Milk Slams.
 
The three poems written about milk are designed to inspire teenagers to be themselves and create their own definition of strength.
 
Says Colenso BBDO creative director Dave Brady: "We know that young people ignore advertising, especially in digital environments. So we challenged ourselves to create three pieces of content that would surprise people when they realised it was also an ad."
0067KWR-RailSafetyWeek-RSW_still_04[2] (1).jpgClemenger BBDO Melbourne has continued their extraordinary 18 month creative performance with an outstanding showing in Campaign Brief's THE WORK 2017. The agency has the most acceptances in THE WORK this year with 37 of their 76 entries accepted.

This year saw a strong showing across Asia-Pacific with agencies from Australia, Thailand, New Zealand, Taiwan, Indonesia, Malaysia and Hong Kong all ranked in the top 10 best performing agencies. Australia has 4 agencies in the Top 10 ranking and New Zealand, Hong Kong and Thailand have 2 agencies each.

Ogilvy & Mather Bangkok and Leo Burnett Sydney were the equal #2 best performing agencies with 24 acceptances each.

BBDO Bangkok and J Walter Thompson Sydney ranked at equal #4 with 19 acceptances each and ADK Taiwan, Clemenger BBDO Wellington and Hakuhodo Indonesia were equal #6 with 18 acceptances each. Malaysia's best performing agency, Leo Burnett Malaysia, ranks at #9 with 17 acceptances and rounding off the Top 10 in THE WORK 2017 is Cheil Hong Kong, Colenso BBDO Auckland, DDB Sydney and Ogilvy & Mather Hong Kong with 16 acceptances each.
billboard2.jpgDemonstrating that retirement and old age are not the end of the road is behind a new marketing campaign via Radiation, for retirement village and care home operator Metlifecare.

The second largest operator in the country carried out extensive qualitative research through Kantar TNS that revealed some surprising, and not so surprising, insights into the sector and how retirees and their families felt about growing older.

View digital advertising work

BBDO Network.jpgClemengerBBDO_Staff.jpgBBDO is the top ranking network in Campaign Brief's THE WORK 2017. The network has 6 offices that contributed to their overall network total of 106 Acceptances. BBDO edged out Leo Burnett, who had 8 offices that contributed to their high total of 97 Acceptances.

The third highest ranked network is TBWA with 62 Acceptances followed by Ogilvy & Mather with 58, Dentsu with 51 and J Walter Thompson with 48 Acceptances.

BBDO's performance was led by creative powerhouse Clemenger BBDO Melbourne with an amazing 39 acceptances in THE WORK 2017. BBDO Bangkok (19), Clemenger BBDO Wellington (18), Colenso BBDO Auckland (16), BBDO Singapore (7) and BBDO Guerrero Philippines (7) also contributed.

Leo Burnett's 97 acceptances was even across 8 offices - led by great performances from Leo Burnett Sydney and Leo Burnett Malaysia with 24 and 17 respectively. Also contributing were Leo Burnett Melbourne (15), Leo Burnett Taiwan (11), Leo Burnett Philippines (10), Leo Burnett Bangkok and Jakarta (8 each) and Beacon/Leo Burnett Japan (4).

TOP 20 NETWORKS IN THE WORK 2017

#1 BBDO  (106)
#2 Leo Burnett  (97)
#3 TBWA  (62
)

Matt Eastwood 2014-thumb-200x300-183984.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Matt Eastwood, worldwide chief creative officer, J. Walter Thompson.

In the months and weeks leading up to Cannes, we see a lot of great work appearing across all media. It's like the floodgates open and suddenly we're swimming in amazing case study after amazing case study. In Outdoor and Interactive, that premise held true. The work is excellent. And almost every one of the six spots shortlisted in Television could probably go on to win or shortlist at Cannes. For me, the disappointment was Print. Most of the work came from traditionally "easy" categories - toy stores, zoos and, of course, WWF. And, whilst the executions themselves were fairly well done, overall there seemed to be a very light touch in terms of strategy.

BEST TV
My favorite film is the charming Monoprix spot from Rosapark. It's a beautifully told story with a plot twist that I certainly didn't see coming. Engaging from beginning to end. The runner up is the iPhone 7 "Barbers" spot. Once again, Apple is making classic Apple ads. And I mean that in a very good way. READ MORE...

KingSt appointed by Fiber Fresh Feeds

Fiber-Fresh.jpgKingSt Tauranga has been appointed by Reporoa based Fiber Fresh Feeds Ltd and will initially assist with a brand development project.
 
"Fiber Fresh is a great story of kiwi innovation that is experiencing strong growth overseas", says Group General Manager Tim Paton. "In essence they're still a family run business that like to look at and do things differently, which has  been a key component of their success."
 
Fiber Fresh Feeds Group Marketing Manager, Kelly Stewart said they were impressed by KingSt's local full-service offering, and experience with export clients: "We've seen some of their past brand development and story telling work and our Board really liked what they saw".
Auckland Airport Strata Club Digital Screen_Press Release (1).jpg'Travel to Another Level' is the positioning, created by TBWA\Auckland, for the launch of Auckland Airport's Strata Club.

Strata Club is a rewards and recognition programme, available to all international and domestic travellers, regardless of their airline and class of travel, as well as to everyone visiting Auckland Airport's international and domestic terminals.
 
Strata Club is a solely digital rewards and recognition programme via the Auckland Airport app. It's free and easy to join and members instantly receive extended complimentary Wi-Fi at Auckland Airport, as well as special offers throughout the airport.

The creative was used to represent the sense of ease when transitioning through the airport and how easy it is for those travelling, as well as those visiting Auckland Airport to do what they're there to do.
 
Says Christy Peacock, executive creative director, TBWA: "We really wanted the creative to represent that feeling of ease when visiting Auckland Airport. The visuals show various Strata Club members moving through the airport easily. Their floating nature represents that sense of calm, relaxation, and enjoyment, as they simply and easily travel to another level with Strata Club."
LIA Logo.jpgLIA has announced that in addition to its global 'Of the Year' awards, it will be introducing 'Regional of the Year' awards.  These winners will receive a LIA Statue.  Like the global 'Of the Year' awards, this is based on a point system and will be awarded to companies that score high enough.  The regions recognised will be: Oceana (Australia, New Zealand), Asia, Europe, Middle East/Africa, North America, and South America.

Over the past few years, LIA has had many requests to add regional award competitions. After much discussion, LIA decided it would not be prudent to add new competitions that compete with already established local and regional shows. Hence it was decided to break out our global winners and honor them by region.  In speaking with industry professionals around the world, it was determined that winning a 'Regional of the Year' award from a global festival would be a higher honor than winning a local/regional show.
FLY-BUYS-TVC-2.jpgFly Buys has launched a major new campaign looking to remind Kiwis of what New Zealand's favourite loyalty programme does best - giving.

In the programme's 21st year, Fly Buys is re-engaging New Zealanders and looking to reactivate occasional programme users with a campaign entitled "We Love to Give".

The campaign opens with a 60" feel good television commercial backed by the Supertramp classic, 'Give a Little Bit', looking at all the ways Kiwis love to give special moments to people they love, and to people they've never met, every day.

VIEW THE 60 SEC SPOT
Screen Shot 2016-03-24 at 1.23.59 pm-thumb-400x223-214199-thumb-400x223-233670.jpgNew York Festivals International Advertising Awards competition has announced the 2017 award-winners at the New York Show gala held at the renowned Jazz at Lincoln Center's Frederick P. Rose Hall in New York City.

New Zealand has scored eight 2nd Prize Awards and six 3rd Prize Awards at the New York Festivals, hosted overnight in New York.
ODFC.jpgFor the fourth year running, today (Friday 19 May) sees Dentsu Aegis Network hold One Day for Change - an annual initiative in which all staff across the Asia Pacific region stop work to give back to the communities in which they live and work.

Over 1,000 Dentsu Aegis Network staff will get behind the initiative by uniting in their efforts to support charitable organisations within their local communities, and consequently creating huge positive impact across Australia and New Zealand.
index.jpgLions Innovation is the two-day specialist event taking place as part of the Cannes Lions International Festival of Creativity in June.

Live tech demonstrations, immersive performances and the latest innnovations in voice tech, bots, AI, IoT, AR and mixed realities will be hosted on the stages. And talks by innovators, inventors and investors, alongside global names from across the creative industries will complete the programme. Lions Innovation 2017 is supported by Alibaba Group, one of China's largest e-commerce companies, who is partnering with Cannes Lions for the first time.
image002 (1).jpgDDB has today, for the first time, released details of its new thinking to create 'unreasonable growth' for brands and business.

The thinking is significant because it challenges the long-standing business premise that growth is anchored to a consumer who makes reasonable and logical decisions to advance their lifestyle.
CLIO-awards-2017.jpgEvery year, more and more imaginative advertising emerges from Australia and New Zealand, gaining accolades and solidifying the region's place as a global creative hub. But what defines this inspiring work and sets it apart from the rest of the industry? Where do leading creatives turn for inspiration? Ahead of the 2017 Clio Awards, past Clio jurors and winners from the region offer insider perspectives on how standout creative comes together and what it takes to impress the jurors--maybe even inspire a little envy.

1. Remember the four Is
That's inspirational, innovative, impact and iconic, according to James Wright, CEO Red Agency and COO Havas Group Australia. The 2016 Clio Awards juror explains: "Is it inspirational--does it make me wish I did it? Is it innovative, bringing to life an interesting insight in an innovative way? Did it deliver genuine impact in terms of outcomes, not just outputs?  Will it endure and be iconic, something we look back on as best-in-class for that medium?"

Cannes Contenders: Colenso BBDO, Auckland

How will New Zealand perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

trucklow-thumb-400x269-244438.jpgDB Breweries: BD Export Beer Bottle Sand
Colenso BBDO, Auckland

The world is running out of sand. Sand is used in everything from construction to pharmaceuticals, and as a result two thirds of the world's beaches are retreating. So we built a fleet of machines that turn empty bottles of DB Export into a sand substitute. DB Export Beer Bottle Sand is then supplied to construction companies, manufacturers and anyone else who needs it, reducing the country's dependence on beach-derived sand. Now, to save their beaches, New Zealanders just have to empty a bottle of DB Export. Drink DB Export. Save the entire world.
Michael-Ritchie_LR_500.jpgLIA has announced that Michael Ritchie, (left) managing director and executive producer of Australian based production company Revolver/Will O'Rourke will preside over the Production & Post-Production and Music Video jury.

Ritchie began his career in agencies, including head of broadcast at Ogilvy in Sydney, then a more regional gig at DDB HK. From there, he moved into the production side and in 1999 saw his most successful collaboration when he joined and later became partner with Steve Rogers at Revolver. Revolver/Will O'Rourke is known for its commitment to produce work that people seem to remember and hopefully like.
Screen Shot 2017-05-17 at 10.58.37 am.jpgWhen McDonald's announced it was moving to free range eggs in 2015, it knew it would probably attract the typical crowd of cynics and sceptics. As it moved towards reaching 100 percent transition to free range it decided to front foot the trolls and do its own undercover exposé via DDB NZ, using New Zealand's first cybernetic chicken. 

WATCH THE VIDEO

Cannes Contenders: DDB, New Zealand

How will New Zealand perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

The Breast Cancer Screenings_Shot 3[1][1][4].jpgRialto Channel: Breast Cancer Screenings
DDB, New Zealand

Rialto Channel, the home of serious cinema, wanted to show that its films connect with audiences on a much deeper level. So DDB New Zealand, made the audience part of the story, using films in a way they've never been used before: to fight breast cancer.
NZOC_Logo_CMYK_2016.jpgSaatchi & Saatchi New Zealand has been appointed by the New Zealand Olympic Committee (NZOC) as its agency of record, following a competitive pitch that began in March.
 
The agency will work with the NZOC on its communications across the board, beginning with campaigns to support the New Zealand Winter Olympic Team to PyeongChang in February 2018, the NZ Commonwealth Games Team to the Gold Coast in April 2018, through to the 2020 Summer Olympic Games in Tokyo.
 
Says Sharon van Gulik, NZOC's Commercial Director: "We were really impressed with the work we saw from Saatchi & Saatchi and the way they approached our challenging brief. They presented compelling creative strategy and ideas that we are confident will resonate with our Team members and their fans and supporters throughout New Zealand and the world. They left us feeling excited and energised. Paul, Toby and the whole Saatchi team felt like an excellent cultural fit with us which was also key. We're looking forward to a great partnership in the months and years ahead."
Will-Easton-Facebook.jpgFacebook today announced that Will Easton will be returning to the role of Managing Director of its ANZ business, effective September. Easton was previously Facebook's Head of Emerging Markets for Asia Pacific, based in Singapore, for two years. In that role, he oversaw some of the biggest markets in Asia Pacific.

Prior to that, he was based in Sydney as MD of Australia and New Zealand for two years. Before joining Facebook, he was MD of Mobile (Asia Pacific) for Google.

Says Dan Neary, VP (APAC) for Facebook: "Will is a highly respected leader within Facebook, having previously led our AUNZ business and more recently, successfully scaling our operations in some of our biggest markets across South East Asia and India. I couldn't be more excited with the announcement that Will Easton will be taking on the role of Managing Director for ANZ. Australia and New Zealand continue to be very important priorities for Facebook and I am very confident through Will's leadership and the partnership and support of the local team, that we will continue to add significant incremental value to our users, community and partners."
5 (1).jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Liz Taylor, chief creative officer at FCB, Chicago.

BEST TV
Winner: Movistar 'Love Story'. You know from the very beginning this isn't going to be the typical tale of adolescent love yet even the twist is twisted. Boy and girl meet online, flirt, agree to meet and then the reveal. Oh that disturbing reveal. The reveal could have been executed a million different ways. The craft and subtlety in that epic stare-off was epic. The lack of dialog. The foreboding lyrics. The double twist ending. As a creative, bravo. As a parent, terrifying. READ MORE...

Cannes Contenders: Clemenger BBDO Touchcast

How will New Zealand perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

KiwiRail_TCC (1).jpgKiwiRail: The Conscious Crossing
Clemenger BBDO Touchcast, Wellington

The more regularly pedestrians use the same rail crossing, the more likely they are to become complacent and walk onto the tracks without checking. KiwiRail challenged Clemenger BBDO Wellington to come up with a solution. Instead of yet another warning message, The Conscious Crossing was installed. This movable set of warning gates can be reconfigured an infinite number of times, making the familiar crossing unfamiliar every time people cross, forcing people out of their complacency and into the moment. Designed with human nature in mind, anyone can change the gates into any layout, any time - actively helping to keep other pedestrians safe.
POSTER_DAUGHTER_OF_THE_EVOLUTION.jpgThis year's Cannes Lions International Festival of Creativity is offering a refreshing take on women in advertising from the youngest generation. "Daughter's of the Evolution," is a new, big-stage panel that will highlight the daughters of the strongest women in the industry, including Pum Lefebure, chief creative officer/co-founder of Design Army, and her 12-year-old daughter Sophie. And Goodby Silverstein & Partner's CCO Margaret Johnson and her daughter (Vivian, 9).
 
The discussion with uncover daughters' perceptions of their mothers' jobs; their definition of good leadership; as well as their own aspirations to predict what the future may hold for women leaders. Famed documentarian Lauren Greenfield (Queen of Versailles, Like a Girl, Generation Wealth) will moderate.
Testicular.jpgCase Study: FCB New Zealand launched #GoBallsOut in April, a provocative social campaign with Testicular Cancer New Zealand to raise awareness for International Testicular Cancer Awareness Month, which encouraged young men to exercise to reduce the risks of Testicular Cancer and check their testicles.
 
#GoBallsOut set out to tackle any social stigma head on by ensuring testicles were visually front and centre, asking people to walk, run, cycle, skip, kayak the outline of a "Cock & Balls" by using a fitness App such as Strava, MapMyWalk, Runtastic etc. before challenging their friends to do the same.

VIEW THE CASE STUDY
Shine-Brighter-NZ-Website2-full-1.jpgOutdoor media company Adshel NZ has today launched a re-energised trade media campaign, 'Shine Brighter with Adshel', bringing to light the necessity for brands and advertisers to continue to stand-out during the winter months, when shorter daylight hours reduces the visibility of non-illuminated out-of-home campaigns.

In 2017, Adshel delivers even more screens and more coverage through impactful and illuminated solutions that connect and engage commuters, day and night, twenty-four hours, seven days a week, 365 days a year.

Cannes Contenders: MediaCom NZ

How will New Zealand perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

Safe_Kids.jpgSafeKids Aoteroa: Check me before you turn the key
MediaCom, New Zealand
New Zealand faced one of the highest rates for driveway deaths and injuries of children in the OECD and the problem growing. Our challenge was stark but inspiring - could we stop kids playing on the driveway from being hit by reversing cars? Our insight was that we needed to install in drivers a safety routine the moment before they put their key in the ignition, after that it was too late. But it needed to evoke an emotional response to be truly effective at changing behavior. Our solution was to use drivers' keys as our own, owned media channel- with a Safe Kids 'Check for me before you turn the key," personalised photo keychain. This featured a photo of their own child. That meant instead of preaching from afar we literally put prevention in the hands of parents that needed it the most. And it wouldn't just work during the campaign, our key rings would remind drivers every time they touched their keys - potentially hundreds of times a week and creating long-term habitual behaviour change. This powerful idea galvanized community groups, government, media owners and parents of children-at-risk alike resulting in $600,000 worth of earned media and the negotiation of more than $2m in media on a budget of $310,000. This is Safekids Aotearoa's most successful campaign ever. NZ has since seen the lowest incidence of driveway-related child deaths in a decade and halved injury rates. To date, this campaign has received 7 Gold, 3 Silver and 3 Bronze awards across FOMG, NZ Beacons, NZ Effies, NZ Axis, NZ Direct Marketing awards and was a Finalist in the NZ Marketing Awards.
Screen Shot 2017-04-27 at 11.51.06 am.jpgThe One Club for Creativity has just announced the winners for the 44th Annual One Show Awards, on its last night, in cross-platform, film, intellectual property, interactive, mobile, radio, social influencer marketing, social media, and UX/UI. Hosted by Jessica Williams, former Daily Show correspondent.

Ogilvy & Mather, New Zealand has scored a Silver Pencil for Auckland City Council's 'A Kauri Cries'.
Anchor Milk Slams 1 Inside-out (2).jpgColenso's latest work for Anchor has stood out at the Radio Mercury Awards and is the only work from Australia and New Zealand to reach the finalist stage of the International radio and audio showcase.

The spots feature poems performed by World Champion Slam Poet Harry Baker about the goodness that milk provides. The words are supported by evocative and abstract sound design.

PLAY THE INSIDE-OUT SPOT
PLAY THE REAL SPOT
PLAY THE BLANK CANVAS SPOT
Chorus still 1 (1).jpgChorus, Saatchi & Saatchi and Starcom have just released their first campaign together, encouraging New Zealanders to break with cultural convention and "Ask for Better".
 
The campaign will run online, OOH and across TV and also includes a new website created by Saatchi & Saatchi www.askforbetter.co.nz that helps New Zealanders identify the best possible broadband options available to them on the Chorus network.

VIEW THE HERO SPOT
VIEW THE GEOFF SPOT
VIEW THE CHRISTINE SPOT

Cannes Contenders: Saatchi & Saatchi

How will New Zealand perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

Bay.jpgBay Audiology: The emotional hearing test
Saatchi & Saatchi

Last year the cost of hearing loss to our economy was nearly $1 billion. Kiwis of all ages suffer from hearing loss, not just the old and many of these people are in denial of the impact it's having on them as well as the people around them. We created a hearing test that a handful of kiwis would never forget, by making their test so personal they couldn't ignore it.

Cannes Contenders: FCB, New Zealand

How will New Zealand perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

Made From Remains_Hero.jpgNew Zealand Fire Service: Made From Remains
FCB, New Zealand

In 80% of the house fires the NZ Fire Service responds to, working smoke alarms haven't been installed. To get the public to understand the importance of having one, we mixed the burnt ashes of family homes with the ink of nine national and regional newspapers. So, when readers picked up their morning paper, they were literally holding the remains of a local home devastated by fire.

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