AUCKLAND, Thursday: After two years of virtual Effie Awards, the Commercial Communications Council was able to recognise and celebrate the most effective marketing campaigns in Aotearoa last night in person at the Civic Theatre.
There were 42 awards handed out on the night, 17 Bronze, 15 Silver, 7 Gold, and 3 Executive Awards.
This year’s convenor of judges, Lisa Divett, said: “This year we were delighted at the range of work entered despite all the difficulties of the last couple of years and last night provided a wonderful opportunity to get together and celebrate the brilliant tāngata who work across our industry.”
Of the seven Golds, two went to Lassoo Media for their work with Turners in the Best Strategic Thinking and Retail/Etail categories. The executive judges said “This campaign was a brilliant case study which was effective in its delivery and had a clear strategy showcasing simplicity at its finest.
“It was a pleasant surprise and one that had us saying, why didn’t I think of this?’.
Special picked up two bronze and one silver Effie for their work with Motor Neurone New Zealand, but it was their campaign for Contact Energy, that nabbed them a Gold in the consumer services category along with a Bronze in Best Strategic thinking.
“This entry showed the power of brand,” said the judges. “It’s emotive and taps into their core consumer insight and differentiates them from others who are shorting retail messages.
“Their ROI was also quite impressive – awesome work by the Contact Energy and Special duo.”
“There were 42 awards handed out – 17 Bronze, 15 Silver, 7 Gold, and 3 Executive Awards.”
DDB Aotearoa had a fantastic evening picking up eight Bronze, three Silver, and two Golds along with two of the big awards for the evening.
Their work for clients Pet Refuge, Lion Brewery, Coca-Cola, Samsung, and McDonald’s were all awarded but the standouts were a Gold in Sustained Success for Lotto Imagine and a Bronze, two Silvers, a Gold, and a hardest challenge for their campaign Sperm Positive for Body Positive, Positive Women, and the Burnett Foundation.
YoungShand also picked up a Gold in Charity/Non Profit and a Silver in Best Strategic Thinking for their work with NZ Blood Service, Unseen Emergencies.
TBWA\ picked up a Bronze for their The Everything Project with Southern Cross and a Bronze and a Silver for their campaign with ANZ.
PHD also picked up a Bronze Effie with ANZ for their work on Daffodil Day and a Silver in PR/Experiential for their KFC campaign Smashing it out of the Park.
But it was Colenso BBDO’s big night as they took home eight awards, four Silver Effies for The State Mistake Report, a Bronze and a Silver for Spark Beyond Binary Code, and a Gold in Sustained Success and the Grand Effie for Get the Skinny.
Their client, Ally Young, from Spark/Skinny, also picked up the Effective Marketer of the Year Award.
The judges: Ally has the ability to rally everyone around a cause. To ensure the agencies are given a great brief, that ideas are protected, and the resulting work is on point. She understands the power of brand building, and the importance of brand codes.”
Other agencies awarded throughout the evening were EightyOne with Women’s Refuge, FCB/Six with Mercury Movers, Māia and Ngāti Kuri, Strategy Creative and Great South, and VMLY&R with ACC.
2022 saw some changes to the awards programmes with the addition of two new categories – Customer Experience and our Te Tohu Aumangea | Diversity, Equity & Inclusion category, along with new sponsors New Zealand Story and Stuff.
The 2022 Aotearoa Effie Awards were proudly presented by the Commercial Communications Council (Comms Council) in association with commercial partner TVNZ. The Comms Council also thanks commercial partner oOh!media and sponsors Nielsen, NZME, The Radio Bureau, Meta, Google, Cartology, Neuro-Insight, NZ Story, and Stuff.
- View a full list of winners and finalists here
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