CAANZ challenges kiwi creatives to ‘Silence Anonymous’ in new 2014 Effies campaign via .99
CAANZ via .99, has launched a new call for entries campaign for the 2014 New Zealand Effie Awards which challenges the New Zealand creative industry to ‘Silence Anonymous’ by winning an Effie.
According to the press release: Those who have worked in the industry long enough will have seen them. Some have even fallen victim to them. They’re a blight on the industry and an increasing embarrassment for agencies and marketing teams alike. CAANZ Effies is referring to the disparaging remarks posted by Anonymous commenters on advertising blogs; invisible trolls, that seek to undermine and criticise other people’s work, often fuelled by their own envy.
This year, .99’s creative campaign for the 2014 New Zealand Effie Awards seeks to tackle this issue head on. Taking the view that since real life results can’t be argued against, winning an Effie is the best way to ‘Silence Anonymous’.
The campaign comprises a series of executions containing negative ‘Anonymous comments’ based on posts made recently on New Zealand advertising blogs. Cleverly, the comments are transformed into positive feedback once the unique shape of an Effie trophy is placed over the top, illustrating how successful the ad in question actually was.
Says Ben Goodale, managing director, .99 and justONE: “Effies are all about demonstrating just how effective your work is, and decisions about whose campaigns are the best are based on results. We’ve all read those nasty blog posts so we thought a campaign that showed how to prove them wrong was a lovely disruptive approach to engage entries this year.”
Says Craig Whitehead, chief creative cfficer, .99: “Now, perhaps more so than ever, clients demand work that demonstrates exceptional results. We hope our ‘Silence Anonymous’ campaign to promote the Effie Awards prompts people to enter, celebrate their efforts and lay claim to having done just that.”
Says Paul Head, CAANZ CEO: “Anonymous blogs are a part of the phenomenon of blogging, however the mere fact that authors do not need to add their name to their opinions, means spiteful comments are aired that would not otherwise have been written had the author not had the wall of anonymity to hide behind. It is time authors stood behind their comments and we hope this campaign from .99 will help to highlight the negativity that this anonymity sometimes brings to our industry.”
This campaign will be executed across online, eDM, DM, in-agency posters, and a cover ad on 500 targeted-copies of the latest Marketing Magazine.
The call for entries is now open with a closing date of 5th August 2014. Winners and finalists will be celebrated and awarded at the Gala dinner to be held at The Langham, Auckland on Thursday 9th October 2014.
4 Comments
How many times have I seen this idea?
How many times have I seen this idea on CB?
Poor work. Must try harder.
Your punishment: Stay after class while our new teacher, Mr Rolf Harris, corrects your wayward behaviour.
Hello “Happily Anonymous”, I was just wondering if you could provide some links to where this idea has been done before? Specifically links to the CB articles you make reference to? I would be interested to see those.
Look no further than Aussie. And the CB Aussie blog. I can’t do your work as well as stealing your clients.
Sadly, the burden of proof does not fall to me. You have made the claim but have now failed to back that claim up with any sort of proof. So, consider this me calling you out on your bullshit.