New Zealand has scored two Gold Effies, two Silver and four Bronze at the 2020 APAC Effie Awards, which have been held virtually for the first time.
BC&F Dentsu has picked up a Gold Effie for Movember ‘The Mensus’ and Stanley St has been awarded a Gold for New Zealand Police ‘The Deciding Question’.
In total BC&F Dentsu claimed Gold, Silver and two Bronze trophies. BC&F Dentsu’s ‘Mensus’ campaign—an initiative for Movember designed to encourage men to talk more openly about their feelings—made a strong impression. It won Gold in the Government/Institutional category, Silver in Small Budget Services, and Bronze in Positive Change/Social Good/Non-Profit.
The work’s central idea was to help reduce the rate of suicide among male New Zealanders by having them take part in a census relating to mental wellbeing. Questions addressed topics such as personal image and causes of stress.
The initiative acknowledged the fact that men are typically reluctant to give voice to intimate feelings or reveal personal weakness. The act of responding to questions privately encouraged self-reflection, which is seen as an important step to preventing suicide.
BC&F Dentsu won its other Bronze award (in the Sustained Success category) for ‘The Second Act’ for the New Zealand Heart Foundation. The work drew attention to the dangers of heart disease with an acting challenge that helped people understand and recognise the symptoms of a heart attack.
Says Luke Farmer, managing partner, BC&F Dentsu: “We’ve always had a focus on delivering distinctive work for our clients with effectiveness at its heart. So, it’s great to see this being recognised across our clients and super proud to see Meridian Energy, Heart Foundation and Movember as finalists and have the last two convert into Gold, Silver and Bronze.”
Colenso BBDO has secured two Silvers for DB Breweries ‘I’m Drinking It For You’ and Skinny.
Agencies scoring Bronze include DDB Group NZ for Pet Refuge ‘Rescue a Pet, Rescue a Family’ and KiwiRail ‘Discover a new New Zealand’, BC&F Dentsu for Movember ‘The Mensus’ and krunch.co for Fisher Funds ‘KiwiSaver Contributions’.
The Effie Awards will share the full results after the close of the Day 2 Awards Ceremony.