CAANZ calls for EFFIE entries with a campaign developed by DraftFCB, Auckland
Most awards shows are subjective–a group of advertising people judging work that, in their professional opinion, is the best. The CAANZ EFFIE awards are different. They’re about results. Advertising judged by the toughest, most fickle jury of all. The consumer.
The eDMs and posters launching this year’s EFFIEs feature family members of clients and agency leaders – the sort of ad folk you normally find on awards juries. For added impact, it was all kept secret. So, our target audience didn’t know anything about the campaign until the familiar face popped up in their inbox.
The campaign was conceived and brought to life by DraftFCB along with photographer Tim White. Marsden Inch also deserves special thanks for wrangling so many of the relatives. Eleven different family members were good enough to not only turn up, but also keep tight-lipped about the whole thing. All the poster executions can be viewed at draftfcb.co.nz
Commenting on the campaign, CAANZ CEO Paul Head said, “The call for entries campaign puts the consumer at the heart of what we do as an industry in an extremely engaging way and I’m sure as a campaign it will be effective – which is what it’s all about.”
The EFFIEs deadline for entries is Monday 1 August before 5pm. For more information about writing entries and the awards show, click here.
21 Comments
Genius
Best call for entries in ages.
I think its a great idea thats been over-thought and let down by choosing consumers with a connection to ad/marketing. That ruins it for me anyway.
Agree. Getting handed a Call For Entry brief is like being handed a shit sandwich. These guys absolutely gobbled that shit sandwich. Well done FCB.
I showed the posters to my mum, she liked them. And she didn’t know anyone in the ads.
If my mum likes them, then so do I.
As they say on porn sites, ‘Thumbs’.
Good but feels like two ideas in there?
Just saying, as a consumer.
Lovely idea. And Talbot’s daughter is quite hot!
Funny shit that, good stuff.
Love them.
This has restored my faith in advertising after all of that Cannes bollocks.
Great campaign MR Mok and co
delightful
Catmur creative – genius!
Over-indulgent. Over-thought. Over-produced. As 4.14 says, it’s two ideas. One of which is shit.
@ 11:29
If there’s one time to be indulgent, surely it’s for industry work…
11.29 I love u
Apparently there’s a topless version.
I can’t believe the tards saying it’s two ideas. If this was just Joe Blogs from Hokatika they would be saying it was a crap idea. The target is ad people, and showing real family members in genius. Brilliant idea. Best call for entries ever.
Hokatika is actually Hokitika. It’s a nice place. I prefer Westport. At the main sports bar (first bar on the right heading north into town) they do after hours drinking sessions. Three knocks on the side door and you’re in.
As for these ads – I love them because it’s devoid of bullshit Twitter and/or some sort of dumb fuck app that you have to download. It’s good old meat and three veg advertising. And they made me laugh. Won’t win anything, but who cares, they’re bloody funny. It’s a great insight into the family side of advertising. Like the brother of Mowday, who looks like a drunk Aussie lawyer.
Well done to Kelly and McCabe.
Yeah… Agree with you Mr. 9:25PM. I was wondering where the two ideas were. All I see is one that I’m incredibly jealous of. Nice work FCB, you deserve that boozy lunch I saw you at last Friday.
I quite like this, it is something different. I think it is good for the industry to have a bit of fun, throw a twisted spin on it’s awards and have a good laugh at itself and the key people who work in it and hold it together. The industry needs to get a bit of that back.
Good work.