Republik scores Gold + ‘Best in Show’ Diamond at 2014 International ECHO Awards in San Diego; Colenso BBDO NZ scores 3 Gold and 1 Silver
Republik’s ‘Wide War One’ campaign for Fuji Xerox, already a multiple award winner, has taken home the top prize at the 2014 International ECHO Awards. The campaign won Gold as one of the top Business-to-Business campaigns globally, and the prestigious Diamond ECHO as the Best in Show. It has recently won two gold’s and best Art Direction at the NZDMA awards and a further two trophies at the AMES Awards in Singapore.
Says Paul McNamara, Republik director: “To be up here with the best in the world and be awarded gold is hugely rewarding, but to get Best in Show is mind-blowing.”
McNamara was quick to credit the Fuji Xerox clients for their role in the result: “Steven Caunce, Amber Henderson and Alistair Egan from Fuji Xerox are a great team and are fantastic to work with. They allow us to push the boundaries and that has delivered results. The campaign has completely exceeded Fuji Xerox’s sales targets and delivered an incredible ROI, making it one of the most effective campaigns of the year. Ultimately, that’s what it’s all about.”
It was also one of three campaigns showcased at the DMA 2014 Fast Forward Session on October 27th. Republik’s Paul McNamara and Fuji Xerox’s corporate affairs manager Steven Caunce presented the case study then underwent a Q&A session with an industry panel, in front of more than 300 attendees.
Says Karen Rice Gardiner of the DMA International ECHO Awards board of governors: “Your campaign captivated the ECHO judges. Your ingenuity, your marketing acumen and your flawless execution of the concept won our admiration.”
Fuji Xerox’s Caunce couldn’t be happier, saying: “It’s absolutely delivered in every respect. With the bar now set this high, what are we going to do next?”
Wide War One was a fully personalised, dimensional DM piece, promoting specialist high-end, wide format digital printing and finishing equipment. Recipients responded via an online portal where they could personalise their own WWII fighter planes, which were then downloaded and printed digitally onto specially imported balsa wood. The planes were then collected at the launch event and flown to compete for prizes.
Colenso BBDO/Proximity has continued its run of form over recent years at the ECHO Awards with the agency picking up three golds and a silver.
Burger King picked up two gold for Motel BK and the Anti Pre Roll campaign in the Retail/Direct Sales category, as did Samsung’s Smart Phone Line in the Consumer Products category. Frucor won silver for V Robbers in Product Manufacturing and Distribution.
This haul meant that Colenso BBDO/Proximity was second only to Ogilvy New York at the show in terms of overall performance and comes on the back of winning Diamond ECHO awards in 2012 for Pedigree ‘Doggelganger’ and in 2013 for Tip Top ‘Feel Tip Top’.
Says Nick Garrett, Colenso BBDO/Proximity CEO: “Without great clients and great briefs you can’t do great work, so we’re thrilled that Burger King and Samsung have been rewarded with three golds and that BK were the only client to win two golds at the show this year. Along with all of our clients they continue to push us and we are lucky to work with such great partners.”
Says Wayne Pick, executive creative director at Colenso BBDO/Proximity: “It’s been another great year at the ECHO Awards, not only for Colenso BBDO/Proximity, but for New Zealand agencies. With Republik winning the Diamond ECHO this year Kiwi agencies have picked up the ‘best in show’ for three years straight, which is outstanding and shows just how high the standards of work are locally.”
Other New Zealand agencies who picked up awards include .99 which scored two Silver; one for Mazda NZ ‘There’s a Mazda2 look for you’ and one for The Silent Treatment. justONE scored a Bronze for Marketing Association ‘In love with response’.