DDB’s Steinlager ‘Believe’ scores at 2012 CAANZ Effie Awards – Most Effective Agency of Year + 3 Gold, 1 Silver, 1 Bronze and Grand Effie Award

| | 3 Comments

most_effective_agency.jpgDDB has picked up a ‘six-pack’ of Effie Awards at the 2012 show, held at the Langham Hotel in Auckland for their ‘Steinlager-Believe’ campaign for client Lion winning them the coveted Grand Effie Award as well as three Gold awards in the Fast Moving Consumer Goods (FMCG), Most Effective Integrated Campaign and Best Strategic Thinking categories.

Screen shot 2012-03-19 at 9.04.52 PM-thumb-400x224-69884.jpgA simple white can is responsible for DDB completing their six-pack of awards picking up a Silver Effie Award for client Volkswagen in the Consumer Durables category and a Bronze for client Yellow in the Consumer Services category. Four golds ensured DDB took away the Most Effective Agency of 2012 title.

4d05d03284bf8538d16ae16c37c08289Si83eB.jpgBarnes, Catmur & Friends took home their own crafted six pack of Effie Awards. A Gold in each of the New Product or Service category and Most Effective Integrated Campaign and a Silver for their Boundary Road Brewery campaign and a Gold in the Retail/Etail category and two Bronze Awards for the Hell Pizza’s Pizza Roulette campaign capped off a very successful night for the agency.

The Executive Judging panel awarded 2degrees Mobile the Most Effective Client of the Year for its collaboration with agency Whybin\TBWA helping a million Kiwis have a natter.  2degrees Mobile successfully broke the duopoly of the mobile communications market and achieved consistently stunning results over the past three years directly attributable to their advertising campaign. TBWA Digital Arts Network took home the Gold Effie in the Sustained Success category for their ‘Zero to 1 million in just three years’ campaign for 2degrees Mobile.

Screen shot 2012-04-20 at 12.31.41 AM-thumb-400x223-72974.jpgCompleting the line-up of Executive Judge Awards was Clemenger BBDO’s Gold Effie Award in the Hardest Challenge category for the much loved ‘ghost chips’ Legend campaign for New Zealand Transport Agency. There are few tougher communication tasks than encouraging young men to drive safely. Clemenger BBDO broke the mould of behaviour change campaigns bringing a fresh approach based on powerful insights.

In total, judges awarded 14 Gold, 11 Silver and 14 Bronze Effie Awards. 90 finalist entries had been whittled down from 170 entries by 174 judges from the advertising, marketing and research professions over the three judging stages.  In total, 39 entries received Effie Award metal.

Says Lew Bentley, convener of judges: “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.”

International guest judge Charlie Robertson, founder of the Red Spider Global network flew into Auckland for the final Executive Judging round.

grand_effie_1.jpgSays Paul Head, CAANZ CEO: “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.”

Robertson, a veteran of several international Effie Award judging panels was hardest_challenge.jpgimpressed during his short stay.

Says Robertson: “What surprised me was the level of scrutiny and the challenge to actually get through to the final was a lot harder in New Zealand than in some other countries.

“The great thing about New Zealand is this is where the creativity is happening.There were some great insights, some fantastic ideas and some of the more intellectually challenging issues facing a small country with small budgets and how to tap into the New Zealand psyche was an education for me.”

MAJOR EFFIE AWARD WINNERS:

Category: Grand Effie

Agency: DDB

Advertiser: Lion 

Campaign: Steinlager – Believe

most_effective_client.jpgCategory: Most Effective Client of the Year

Winner: 2degrees Mobile

 

Category: Most Effective Agency of the Year

Winner: DDB

 

Category: Hardest Challenge

Agency: Clemenger BBDO

Advertiser: New Zealand Transport Agency

Campaign: Legend

 

GOLD EFFIE AWARD WINNERS

Category: Sustained Success

Agency: TBWA Digital Arts Network

Advertiser: 2degrees Mobile

Campaign: Zero to 1 million in just three years

 

Category: Best Strategic Thinking

Agency: Clemenger BBDO

Advertiser: New Zealand Transport Agency

Campaign: Legend

 

Category: Best Strategic Thinking

Agency: DDB

Advertiser: Lion

Campaign: Steinlager – Believe

 

Category: Most Effective Integrated Campaign

Agency: Barnes, Catmur & Friends

Advertiser: Boundary Road Brewery

Campaign: Boundary Road Brewery

 

Category: Most Effective Integrated Campaign

Agency: DDB

Advertiser: Lion

Campaign: Steinlager – Believe

 

Category: Most Effective PR/Experiential Campaign

Agency: ColensoBBDO

Advertiser: Frucor Beverages Ltd

Campaign: Mountain Dew Pinball Skatepark

 

Category: Social Marketing/Public Service

Agency: Clemenger BBDO

Advertiser: New Zealand Transport Agency

Campaign: Legend

 

Category: Retail/Etail

Agency: Barnes, Catmur & Friends

Advertiser: Hell Pizza

Campaign: Pizza Roulette

 

Category: Fast Moving Consumer Goods (FMCG)

Agency: DDB

Advertiser: Lion 

Campaign: Steinlager – Believe