DDB NZ’s ‘Demand Equal Pay’ campaign for YWCA wins 2013 Newspaper Ad of the Year

DDB Auckland’s ‘Demand Equal Pay‘ advertisement for the YWCA promoting equal pay for women has won the 2013 Newspaper Ad of the Year announced in Auckland tonight.

The ad wins the agency $10,000 cash and the kudos of being the year’s best ad.

Headlined ‘From now until the end of the year, women will work for free’, the ad was praised by the international judges for a ‘simple provocative headline that asks the reader to engage’.

The DDB ad also won the award for Best Topical advertisement while a second version from the YWCA series won Best Craft – Copy.

Saatchi & Saatchi Wellington’s advertisement for the capital’s Zoo was runner up in ad of the year after taking out the Best Craft – Art award.

Other winners on the New Zealand newspaper industry’s big night out were Auckland agencies OMD and Colenso BBDO.

The OMD advertisement for Auckland Heart of The City was headlined ‘Here’s 79 reasons to love your city‘ and took out the award for Best Media Thinking. Colenso’s award for Best Digital was an online ad for Samsung’s Galaxy Note II.

Describing the 2013 Newspaper Ad of the Year as presenting a “clever smart idea”, judges Tony Davidson and Kim Papworth from London agency Wieden + Kennedy said it represented “an interesting use of topicality which used time powerfully to dramatise the point.”

The strong copy informs readers that women in New Zealand are paid 10 per cent less than their male counterparts and as part of the world’s largest women’s organisation YWCA will be trying to get the Pay Equity Bill introduced in Parliament.

A sibling ad – “If you pay peanuts you’ll get women” – took out the Best Craft – Copy award with the judges commenting the ad had “Good headline and persuasively written copy”.

The runner-up ad of the year went to Saatchi & Saatchi Wellington for Wellington Zoo and was headlined “Bear got your tongue”. With strong art direction and illustration it was according to the judges “a joy to behold”.

A Farmers ad campaign rewarding dad for a lifetime spent supporting his kids has won two students from Auckland’s Media Design School the 2013 Student Newspaper Advertising Competition.

Art director Gentiani Shabani and copywriter Melanie Lynskey take home $500 cash in addition to the award from News Works which promotes newspaper advertising in New Zealand.

The Farmers Father’s Day Challenge involved students preparing an ad campaign to drive newspaper readers to buy the perfect gift for dad.

The big idea that took the top award for Gentiani and Melanie was that it was about time the kids paid back dad for all the money he had spent on them over the years.

In their campaign called Pay him back with love, the student creatives used imagery that was indicative of both the sacrifices dad had made and money he had spent over the years.

Two students from Media Design School also won the Topical Brief award. Avanii Mann and Sam Pascoe’s campaign for Rangitikei Free Range Eggs featured images of a chicken mascot tackling a streaker at a sports event. The accompanying caption informed readers that “Great things happen when chickens have room to move”.

Second in the Farmers Challenge was AUT’s Wade Johnson and Adam Neale while third equal were two teams from Media Design School – Renee Warner and Avani Maan and Bronte Adshead and Valentina Kanani.

Media Design School also nabbed the three runners up spots in the topical ad category, one of them by Melanie Lynskey – and no, it’s not THE Melanie Lynskey. The talented youngster also recently won the top copy prize at The Crowbar International Student Awards in Singapore.

The full list of winners at the 2013 Newspaper Advertising Awards

2013 AD OF THE YEAR & Best Topical

Client: YWCA – Work For Free

Agency: DDB

Executive Creative Director: Andy Fackrell

Creative Director: Steve Kane

Creatives: Johnathan McMahon, Lisa Fedyszyn, Simone Louis, Toby Morris

Judges’ comments: A simple provocative headline that asks the reader to engage. Interesting use of topicality, which used time powerfully to dramatise the point. A clever, smart idea.

2103 Ad of the Year Runner Up & Best Craft – Art

Client: Wellington Zoo – Bear got your tongue

Agency: Saatchi & Saatchi, Wellington

Executive Creative Director: Antonio Navas

Creatives: Mike Davison, Mariona Wesselo-Comas, Emily Drake, Anne Boothroyd, Sarah Litwin-Schmid, JP Twaalfhoven

Judges’ comments: The strength of this ad was the art direction and illustration.  A great use of big space, a joy to behold. Such a refreshing thing to open your newspaper to, with appeal to both adults and kids.

Best Craft – Copy

Client: YWCA – Peanuts

Agency: DDB

Executive Creative Director: Andy Fackrell

Creative Director: Steve Kane

Creatives: Jonathan McMahon, Lisa Fedyszyn, Simone Louis, Toby Morris

Judges’ Comments: Good headline and persuasively written copy.

Best Digital

Client: Samsung Galaxy Note II

Agency: Colenso BBDO

Creative Director: Levi Slavin

Digital Creative Director: Dan Wright

Creatives: Anna Stickley, Ben Polkinghorne

Judges’ Comments: A fun way to be topical using a feature of the product. This ad had nice interaction with the media, and good use of newspaper assets/editorial.

Best Media Thinking

Client: Heart of the City

Agency: OMD

Managing Partner (Strategy): Andrew Reinholds

Business Director: Chrissy Payne

Account Director: Colleen Porath

Digital Business Director: Judit Maireder

Digital Planner Buyer: Sissy Griffiths

Judges’ Comments: This campaign maximised the medium by integrating across a number of lifestyle topics, using editors to influence the beginning of a multiplatform movement that had appeal to all kinds of people.

It was ubiquitous across all print and digital touch-points
and importantly led content for other media placements.

NB. No winner was awarded for Best Integrated

SPECIAL MENTIONS:

Best Craft – Art

Runner-Up: Client: Wellington Zoo – Eye of the Tiger, Agency: Saatchi & Saatchi, Wellington

Highly Commended: Client: Say No to the Corporate Banana – Puppet, Agency: Special Group

Best Craft – Copy

Runner-Up: Client: YWCA – Venus, Agency: DDB

Runner-Up: Client: Sky TV – Chuck Norris, Agency: DDB

Best Digital

Runner-Up: Client; Mammoth Modern Insulation – Mr Morgan, Agency: Sugar & Partners

Best Media Thinking

Runner-Up: Client: Mercury Energy – The Transparent Newspaper, Agency: Whybin\TBWA

Highly Commended: Client: Maori TV, Agency: Mediacom

Best Topical

Runner-Up: Client: Hell Pizza – Hell strikes back, Agency: Barnes, Catmur & Friends

Highly Commended: Client: Mammoth Modern Insulation – Mr Morgan, Agency: Sugar & Partners

Best Integrated

Highly Commended: Client: Heart of the City – Love Your City, Agency: OMD / Colenso BBDO

2013 STUDENT NEWSPAPER ADVERTISING COMPETITION

Farmers Father’s Day Challenge

Winner

Dad loves you this much – Media Design School – Art Director: Gentiani Shabani   Copywriter:  Melanie Lynskey.

Judges’ Comments: Really liked the insight – the bigger idea. It was a nice way in and lead into the retail elements well. The idea works well in print.

Second

See it Dad’s Way – AUT – Wade Johnson and Adam Neale

Third Equal

Dad’s Barricade – Media Design School – Art Director: Renee Warner Copywriter: Avani Maan

It pays to be a dad – Media Design School – Art Director: Bronte Adshead Copywriter: Valentina Kanani

Highly Commended

Follow the dots – Media Design School – AD: Kirsty Hitchcock   Copywriter: JianXin Tay

Topical Brief

Winner

Rangitikei Free Range Eggs – Media Design School – Avanii Mann & Sam Pascoe

Runners-up

Mt Difficulty – Media Design School – Melanie Lynskey

X-Factor – Media Design School – Hannah King and Kirsty Hitchcock

SPCA – Media Design School – Gentiana Shabani & Renee Warner