DDB’s Steinlager ‘Believe’ scores at 2012 CAANZ Effie Awards – Most Effective Agency of Year + 3 Gold, 1 Silver, 1 Bronze and Grand Effie Award
DDB has picked up a ‘six-pack’ of Effie Awards at the 2012 show, held at the Langham Hotel in Auckland for their ‘Steinlager-Believe’ campaign for client Lion winning them the coveted Grand Effie Award as well as three Gold awards in the Fast Moving Consumer Goods (FMCG), Most Effective Integrated Campaign and Best Strategic Thinking categories.
A simple white can is responsible for DDB completing their six-pack of awards picking up a Silver Effie Award for client Volkswagen in the Consumer Durables category and a Bronze for client Yellow in the Consumer Services category. Four golds ensured DDB took away the Most Effective Agency of 2012 title.
Barnes, Catmur & Friends took home their own crafted six pack of Effie Awards. A Gold in each of the New Product or Service category and Most Effective Integrated Campaign and a Silver for their Boundary Road Brewery campaign and a Gold in the Retail/Etail category and two Bronze Awards for the Hell Pizza’s Pizza Roulette campaign capped off a very successful night for the agency.
The Executive Judging panel awarded 2degrees Mobile the Most Effective Client of the Year for its collaboration with agency Whybin\TBWA helping a million Kiwis have a natter. 2degrees Mobile successfully broke the duopoly of the mobile communications market and achieved consistently stunning results over the past three years directly attributable to their advertising campaign. TBWA Digital Arts Network took home the Gold Effie in the Sustained Success category for their ‘Zero to 1 million in just three years’ campaign for 2degrees Mobile.
Completing the line-up of Executive Judge Awards was Clemenger BBDO’s Gold Effie Award in the Hardest Challenge category for the much loved ‘ghost chips’ Legend campaign for New Zealand Transport Agency. There are few tougher communication tasks than encouraging young men to drive safely. Clemenger BBDO broke the mould of behaviour change campaigns bringing a fresh approach based on powerful insights.
In total, judges awarded 14 Gold, 11 Silver and 14 Bronze Effie Awards. 90 finalist entries had been whittled down from 170 entries by 174 judges from the advertising, marketing and research professions over the three judging stages. In total, 39 entries received Effie Award metal.
Says Lew Bentley, convener of judges: “There were some tremendously strong entries that rose to the top with tight, well-crafted stories of business success driven by campaigns that were well thought through and perfectly executed. The winning campaigns all managed to show how they overcame difficult situations with a mix of clever strategy and compelling creative.”
International guest judge Charlie Robertson, founder of the Red Spider Global network flew into Auckland for the final Executive Judging round.
Says Paul Head, CAANZ CEO: “Charlie brought an international perspective and a high degree of rigour to the final round of judging. His view was that the gold winners were genuinely world class.”
Robertson, a veteran of several international Effie Award judging panels was impressed during his short stay.
Says Robertson: “What surprised me was the level of scrutiny and the challenge to actually get through to the final was a lot harder in New Zealand than in some other countries.
“The great thing about New Zealand is this is where the creativity is happening.There were some great insights, some fantastic ideas and some of the more intellectually challenging issues facing a small country with small budgets and how to tap into the New Zealand psyche was an education for me.”
MAJOR EFFIE AWARD WINNERS:
Category: Grand Effie
Agency: DDB
Advertiser: Lion
Campaign: Steinlager – Believe
Category: Most Effective Client of the Year
Winner: 2degrees Mobile
Category: Most Effective Agency of the Year
Winner: DDB
Category: Hardest Challenge
Agency: Clemenger BBDO
Advertiser: New Zealand Transport Agency
Campaign: Legend
GOLD EFFIE AWARD WINNERS
Category: Sustained Success
Agency: TBWA Digital Arts Network
Advertiser: 2degrees Mobile
Campaign: Zero to 1 million in just three years
Category: Best Strategic Thinking
Agency: Clemenger BBDO
Advertiser: New Zealand Transport Agency
Campaign: Legend
Category: Best Strategic Thinking
Agency: DDB
Advertiser: Lion
Campaign: Steinlager – Believe
Category: Most Effective Integrated Campaign
Agency: Barnes, Catmur & Friends
Advertiser: Boundary Road Brewery
Campaign: Boundary Road Brewery
Category: Most Effective Integrated Campaign
Agency: DDB
Advertiser: Lion
Campaign: Steinlager – Believe
Category: Most Effective PR/Experiential Campaign
Agency: ColensoBBDO
Advertiser: Frucor Beverages Ltd
Campaign: Mountain Dew Pinball Skatepark
Category: Social Marketing/Public Service
Agency: Clemenger BBDO
Advertiser: New Zealand Transport Agency
Campaign: Legend
Category: Retail/Etail
Agency: Barnes, Catmur & Friends
Advertiser: Hell Pizza
Campaign: Pizza Roulette
Category: Fast Moving Consumer Goods (FMCG)
Agency: DDB
Advertiser: Lion
Campaign: Steinlager – Believe
3 Comments
What a lame nigght. Beer was warm, music shit. No afterparty.
The event was pretty good, everyone in fine form and a good mix of people.
Unlike the Marketing awards which start early, I liked the 7.30 start, just enough time for a good ol’ gossip and backstab.
In terms of the winners, I was glad to see that the FCB Depression work wasn’t there, again. The Lion work was a deserved winner.
As for the previous comment about the warm beer – I think they ran out quite early on, for I vaguely remember the bar staff struggling with the new Monteiths keg.
Food-wise, I had the pork. It was great, I never eat pork, but I gave in to temptation. The chicken looked nice, but I was’nt fast enough to steal another persons plate. I can’t remember the dessert. I blame the beers.
Hi The Reviewer, there wasnt chicken. It was only fish or pork.
Just saying.