KUALA LUMPUR, Thursday: Geometry NZ, Ogilvy’s shopper and brand activation agency, has won the Best Campaign in New Zealand category at the Six Dragons marketing awards in Malaysia.
Geometry’s Sanitarium So Good Garden of Goodness campaign (in collaboration with Ogilvy NZ) picked up a Blue Dragon (gold), two Silver Dragons and three Black Dragons (bronze).
The experiential campaign focused on changing the perception that sustainable plant-based milks don’t taste as good as their dairy counterparts.
To achieve this a purpose-built terrarium was created in central Britomart, housing the ‘Garden of Goodness’, a living garden filled with delicious vegan dishes that looked like real fruits and vegetables.
The public were then invited into the garden, where they could help themselves by picking these healthy snacks off trees and pulling them from the edible soil.
With thousands picked and eaten over three days, So Good helped New Zealanders discover sustainable and delicious alternatives to dairy while getting the So Good story into people’shomes, phones and shopping baskets.
“Since 2000, the Dragons of Asia have recognised the best in results-driven marketing communications across APAC.
Ogilvy CD Gaelyn Churchill said: “It was great to see people genuinely delighted by how delicious these creations were, then equally surprised when they discovered they were entirely plant-based and made from So Good milks.”
Since 2000, the Dragons of Asia have been recognising the best in results-driven marketing communications by agencies and clients across all countries in APAC. Its Network of the Year award went to Geometry Global for the 4th consecutive year.
Total Awards for Geometry, Sanitarium and Ogilvy on the night were:
- Blue Dragon: Best Campaign, New Zealand
- Silver Dragon: Best Innovative Idea or Concept
- Silver Dragon: Best Event or Experiential Marketing Campaign
- Black Dragon: Best Integrated Marketing Campaign
- Black Dragon: Best Brand Building and/or Awareness Campaign
- Black Dragon: Best Social Media or Word of Mouth Campaign
Geometry NZ head Petra Bergmannova said: “I’m incredibly proud of the Geometry NZ team which has contributed to APAC’s Geometry Global Network of the Year award with consistently innovative and results-driven shopper and experiential campaigns.”
Client: Sanitarium Health Food Company
General Manager Sanitarium NZ: Rob Scoines
Marketing Business Manager Sanitarium NZ: Hayley Scott Digital & Social
Sanitarium NZ Producer: Jazz Newport
Chief Creative Officer: Regan Grafton
Executive Creative Director: Lisa Fedyszyn
Executive Creative Director: Jonathan McMahon
Creative Director: Peter Wujkowski
Creative Director: Gaelyn Churchill
Design Director: Nathan Chambers
Designer: Sam Cox
Designer: Aarush David
Designer: Haruka Kawamoto
Executive Director: Joanna Gray
Account Director: Fiona Sutherland
Account Director: Leon Cui
Content production: Ogilvy
Senior Producer: Sage Haggart
Otago Polytechnic Institute of Food Design Senior lecturer: Timothy Lynch
Senior lecturer: Tony Heptinstall
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