A campaign the judges said was “insightful”, created by two students from the Media Design School has taken out this year’s top prize at the News Works annual NZ student advertising competition.
This year’s competition attracted over 90 entries across two categories.
News Works head of marketing Diane Hannay said it’s great to see so many students engaging with news media.
“With social media grabbing so much of this generation’s attention, we have an important role to play to ensure they understand that not everybody has the same media consumption habits as they do,” she said.
This year’s brief was to create a brand campaign for Drive Electric, whose goal is to take electric vehicle ownership into the NZ mainstream. Students created work that showcased the advantages of electric vehicles and the associated benefits that support NZ’s climate change.
The brief called for innovation and integration across both print and digital news media platforms and attracted entries from Auckland University of Technology (AUT), Media Design School and the University of Otago’s Brandbach.
“The insight, that it’s time to start using all the extra weather that climate change is causing to power electric cars really resonated with us.”
The News Works judges said the simple yet effective concept Fight Climate Change with Change by Izzy Curran and Malik Benbrahim from MDS, “hit the nail on the head” and won the main brief category, taking home the cash prize and the honour of being this year’s student winner.
The campaign was highly praised by the creative panel: “A unanimous choice for first place. The insight, that it’s time to start using all the extra weather that climate change is causing to power electric cars really resonated with us – particularly given the extreme weather the world’s been experiencing this year.”
Drive Carbon Free by Brosnan Ackerman and Trudi Axtens from AUT receive a special mention and was the runner-up campaign.
There’s also a top prize awarded in the 48-hour topical category, taken out this year by Ritwik Varma from AUT for his Covfefe execution. The judges said it was “highly topical and quite cleverly executed.”
Holly Sutton-Williams and Ally Tauber from MDS just missed out with their Memories that last forever. And ever, and ever. topical ad. The judges said it was “a really close call for the winner of the topical – we were divided”.
A collection of the work by the 2017 students is available to view at www.newsworksnz.co.nz/inspiration/student-awards.
The 2017 Student Awards judging panel was Matt Williams (Colenso BBDO), Freddie Coltart (Colenso BBDO), Lizzie Baird (Y&R), Sasha Arandelovi (Y&R), Mitchell Crowe (FCB), Scott Moyes (True), Mike Felix (DDB), Danny Brown (Track), Anita Young (bcg2), Liz Richards (Y&R), Thom Darlow (Colenso), Diane Hannay (News Works NZ).
About the Student Newspaper Advertising Awards
The Student Newspaper Advertising Awards are designed to encourage a new generation of creatives to think differently about news media. The media landscape has changed dramatically in recent times and now newsrooms lead the way for journalism that spans multi-media channels, with digital and mobile playing an important part of the mix.
Each year News Works runs a competition for the fresh, young minds at AUT, Media Design School and the University of Otago – Brandbach, to showcase great creative use of news media platforms.
This year we partnered with EECA (Energy, Efficiency and Conservation Authority) – Drive Electric to target and inform car buyers about the advantages of electric vehicles and positive benefits by reducing carbon emissions, to support New Zealand’s climate change.
About News Works
News Works promotes New Zealand’s leading mobile, web and print news media brands. With more people reading news media than ever before, we’re passionate about promoting leading edge advertising and journalism.
We advocate for great news media brands throughout New Zealand like Stuff, The New Zealand Herald, The Dominion Post, The Press, and Otago Daily Times among many others.
Our team offers a broad scope of free service to agencies and marketers including a media booking service for print campaigns, in-depth research, marketing and education.
News Works is a commercial entity of the Newspaper Publishers’ Association (NPA).
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