NZ Effie Awards: Colenso crowned Most Effective AOTY; takes out Grand Effie for ‘Brewtroleum’

“Showcasing your science” was the theme of the evening enjoyed by 500 advertising and marketing industry professionals last night’s at the CAANZ New Zealand Effie Awards, in association with TVNZ.  The Effie awards were MC’ed by Tim Wilson (TVNZ) and held at The Langham Hotel in Auckland where the industry was out in force to celebrate those awarded as NZ’s most effective marketing campaigns.

DB Breweries and Colenso BBDO took the show this year with the Brewtroleum campaign that won metal across many categories, including Gold in the Most Progressive Campaign and Gold in the Most Effective PR and Experiential Campaign categories. The Executive panel went on to award this the Grand Effie, DB Breweries the Most Effective Client of the Year and Colenso BBDO the Most Effective Agency of the year with a swag of bronze, silver and gold across all categories.

Says Merry Baskin the International guest judge from Baskin Shark, UK who attended and presented at the gala dinner: “Brewtroleum was a really strong idea.  An “out of the boundary” piece of creative work that has become globally famous. In a declining category and a changing market, this campaign managed to turn sales and they even got another company to come on board and help with this task.”

Baskin told the crowd however, that the Grand Effie was a 2 horse race and that The Heart Attack Foundation and Barnes Catmur and Friends Dentsu, were actually only a nose behind, and were awarded a newly minted award “Highly Commended for the Grand Effie” with “Heart Attack Act”. The Heart Foundation and Barnes Catmur and Friends Dentsu also won a Gold in the Charity/Not for profit category, a Gold in the most highly contested category of Most Effective Strategic Thinking and a Gold in the Limited Budget: Less than $300,000 category.

The NZ Police and Ogilvy & Mather also had a great night, winning not only Gold in the PR and Experiential Category and Silver in the Limited Budget category for its “Do you care enough to be a cop?” campaign but also won a Gold in the Executive Judge Category, where the contenders are selected by the Category Judges – Hardest Challenge.

Says Baskin of the campaign: “The winning work was both authentic and powerfully moving, which was key to its successful response.”

Also sharing in the 7 Golds awarded by the Category Judges and Executive Jury was a “beautifully simple” campaign with some good strategic thinking by Ziera and .99 with its perception shifting campaign “Fashion as it should be”.

17 excellent campaigns were also awarded Silver on the night for Agencies – FCB (who didn’t managed to get across the gold line but earned 7 silvers), DDB, TBWA and bcg2 who all did a short walk to the stage to pick-up silver and took home a clutch of bronzes for a variety of Clients.  True, Future Brand and J Walter Thompson also carried home metal in the bronze categories.

Jodi Williams, GM of Global Brand at Air New Zealand won the Individual Marketer of the Year Award for 2016. The Individual Marketer of the Year award recognised a marketing client who led their agencies in the marketing of a brand which has clearly excelled in the last 12 months. Someone who really understood their business problem, had clear objectives and inspired their Agencies to even greater heights over the longer term. CAANZ CEO Paul Head said that “Jodie Williams had aligned the entire business behind a consistent and unified consumer face, taken a long term approach to brand building and as a result had optimistically helped to define and represent our national identity.” A deserved winner of the inaugural EFFIE Marketer of the Year award.

Paul Head summed up the evening by saying that “Effie is a most coveted award due to its rigorous judging and international credibility.  To win an award of any metal colour is a significant achievement that proves the value that communication agencies add to their clients business.”

Congratulations to all the finalists and winners.

Major Award Winners

Category: Grand Effie

Advertiser: DB Breweries

Agency: Colenso BBDO

Campaign: Brewtroleum

Category: Highly Commended for a Grand Effie

Advertiser: The Heart Foundation NZ

Agency: Barnes, Catmur & Friends Dentsu

Campaign: Heart Attack Act

Category: Most Effective Client of the Year

Winner: DB Breweries

Category: Most Effective Agency of the Year

Winner: Colenso BBDO

Category: Individual Marketer of the Year

Winner: Jodi Williams, Air New Zealand

Category: Hardest Challenge

Advertiser: NZ Police

Agency: Ogilvy & Mather

Campaign: Do you care enough to be a cop?

Gold Effie Award Winners

Category: Retail/etail

Advertiser: Ziera

Agency: .99

Campaign: Fashion as it Should Be

Category: Charity/Not for Profit

Advertiser: The Heart Foundation NZ

Agency: Barnes, Catmur & Friends Dentsu

Campaign:  Heart Attack Act

Category: Most Effective PR/Experiential Campaign

Advertiser: NZ Police

Agency: Ogilvy & Mather

Campaign:  Do you care enough to be a cop?

Category:  Most Effective PR/Experiential Campaign

Advertiser:  DB Breweries

Agency:  Colenso BBDO

Campaign:  Brewtroleum

Category:  Limited Budget: Less than $300,000

Advertiser: The Heart Foundation NZ

Agency: Barnes, Catmur & Friends Dentsu

Campaign:  Heart Attack Act

Category:  Most Progressive campaign

Advertiser:  DB Breweries

Agency:  Colenso BBDO

Campaign:  Brewtroleum

Category: Best Strategic Thinking

Advertiser:  The Heart Foundation NZ

Agency:  Barnes, Catmur & Friends Dentsu

Campaign:  Heart Attack Act

Silver Effie Award Winners

Category:  Consumer Services

Advertiser:  ANZ

Agency: TBWA

Campaign: Fortune favours the brave

Category:  Consumer Durables

Advertiser:  Samsung New Zealand

Agency:  Colenso BBDO

Campaign:  Samsung Now You Can

Category: Retail/etail

Advertiser:   Burger King

Agency: Colenso BBDO

Campaign: Backyard Burger King

Category: Social Marketing/Public Service

Advertiser: New Zealand Fire Service

Agency: FCB New Zealand

Category: Social Marketing/Public Service

Advertiser: Maritime New Zealand

Agency: FCB New Zealand

Campaign: Virtual Coastguard

Category: New Product or Service

Advertiser: Electric Kiwi

Agency:  Saatchi & Saatchi

Campaign: Bring the Kiwi back to New Zealand Power

Category: Most Effective Social Campaign

Advertiser: Westpac NZ

Agency: DDB New Zealand

Campaign:  The People’s Chopper

Category: Most Effective Use of Digital Technology

Advertiser:  Amnesty International

Agency: Colenso BBDO

Campaign: Amnesty International Unblocker

Category:  Most Effective Use of Digital Technology

Advertiser: Maritime New Zealand

Agency:  FCB New Zealand

Campaign:  Virtual Coastguard

Category: Most Effective PR/Experiential Campaign

Advertiser:  Safekids Aotearoa

Agency:   bcg2

Campaign:  Check for me before you turn the key

Category:  Limited Budget: Less than $300,000

Advertiser:  Amnesty International

Agency: Colenso BBDO

Campaign:    Amnesty International Unblocker

Category: Limited Budget: Less than $300,000

Advertiser:   NZ Police

Agency:  Ogilvy & Mather

Campaign:   Do you care enough to be a cop?

Category:  Most Effective Integrated Campaign

Advertiser:  Maritime New Zealand

Agency: FCB New Zealand

Campaign:  Virtual Coastguard

Category:  Most Effective Integrated Campaign

Advertiser:  New Zealand Fire Service

Agency:   FCB New Zealand

Campaign:  A Burning Issue

Category:    Most Progressive Campaign

Advertiser:  Maritime New Zealand

Agency:   FCB New Zealand

Campaign: Virtual Coastguard

Category:   Best Strategic Thinking

Advertiser:  DB Breweries

Agency:   Colenso BBDO

Campaign:  Brewtroleum

Category:   Sustained Success

Advertiser:   Health Promotion Agency

Agency:  FCB New Zealand

Campaign:  From ads to action: The Sustained Success of ‘Say Yeah Nah’

Bronze Effie Award Winners

Category:   Consumer Services

Advertiser:  Latitude Finance Services

Agency:  FutureBrand

Campaign: How to keep the phones ringing when you lose your brand

Category:  Retail/Etail

Advertiser: Air New Zealand

Agency  FCB New Zealand

Campaign:  Dawn Deals

Category: Fast Moving Consumer Goods (FMCG)

Advertiser: DB Breweries

Agency:  Colenso BBDO

Campaign:  Brewtroleum

Category: Fast Moving Consumer Goods (FMCG)

Advertiser:   Lion New Zealand

Agency:   DDB New Zealand

Campaign: We Will

Category Social Marketing/Public Service

Advertiser: Safekids Aotearoa

Agency:  bcg2

Campaign: Check for me before you turn the key

Category:  Social Marketing/Public Service

Advertiser:   Auckland Transport

Agency:  J. Walter Thompson

Campaign:  Everybody loves a happy ending

Category New Product or Service

Advertiser:  Samsung New Zealand

Agency:   Colenso BBDO

Campaign:  Samsung Now You Can

Category: Charity/Not for Profit

Advertiser:   Amnesty International

Agency:  Colenso BBDO

Campaign:   Amnesty International Unblocker

Category:  Most Effective Social Campaign

Advertiser:  Vodafone

Agency:   True

Campaign:   urning the Vodafone Music Awards from a traditional sponsorship event into a live media platform

Category:  Most Effective PR/Experiential Campaign

Advertiser: Burger King

Agency: Colenso BBDO

Campaign:  Backyard Burger King

Category:  Most Effective PR/Experiential Campaign

Advertiser: The Yummy Fruit Company

Agency: Colenso BBDO

Campaign:  The World’s Loudest Apple

Category:  Limit
ed Budget: Less than $300,000

Advertiser:  ANZ

Agency:  TBWA

Campaign:  Fortune Favours the Brave

Category:   Most Effective Integrated Campaign

Advertiser: DB Breweries

Agency:  Colenso BBDO

Campaign: Brewtroleum

Category: Most Progressive Campaign

Advertiser:  Amnesty International

Agency: Colenso BBDO

Campaign:  Amnesty International Unblocker

Category: Best Strategic Thinking

Advertiser: Safekids Aotearoa

Agency: bcg2

Campaign:  Check for me before you turn the key