‘Smart idea’ takes out top ad award

An advertisement for the Young Women’s Christian Association (YWCA) promoting equal pay for women was named the 2013 New Zealand Newspaper Ad of the Year in Auckland last week.

YWCA's winning New Zealand Newspaper Ad of the Year

YWCA’s winning New Zealand Newspaper Ad of the Year

The ad, which was headlined “From now until the end of the year, women will work for free”, was praised by the international judges for a “simple provocative headline that asks the reader to engage”.

Produced by Auckland’s DDB, the ad also won the award for Best Topical advertisement while a second version from the YWCA series won Best Craft – Copy.

According to judges Tony Davidson and Kim Papworth, from London agency Wieden + Kennedy, the winning ad presented a “clever, smart idea”.  It represented “an interesting use of topicality which used time powerfully to dramatise the point”.

The 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 supporting the introduction of the Pay Equity Bill in NZ Parliament.

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 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.

FULL LIST OF WINNERS:

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.

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.

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

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