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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT FEB-MAR 2019
36 CAMPAIGN BRIEF FEBRUARY/MARCH 2019 NZ AGENCY OF THE YEAR 36 CAMPAIGNBRIEF FEBRUARY/MARCH 2019 Sweetshop #2 AD Waititi judged the entries and announced the winner and runners- up on Facebook Live. The best short film took home a prize of $10,000. DB ‘Paperless Newspaper Campaign’ Do you know you can’t have a beer, without a planet? DB Export has a history of saving the entire world to give drinking beer a higher purpose. That’s why it will come as no surprise to learn that The DB Export Paperless Newspaper Campaign saved the lives of hun- dreds of innocent trees. Consisting of three innovative ‘full-page press’ executions, it’s the first newspaper campaign in the world to be printed on radio waves. Radio waves carry- ing a message of hope, and beer, to all of mankind. DB Breweries ‘Brewed for Right Now’ By 2017, Monteith’s had become earnest and old-fashioned – espe- cially compared to the cheeky underdogs of the exploding craft beer scene. Monteith’s needed to contemporise, without sacrificing its rich and proud history. So, Colenso used Monteith’s vintage to its advantage. Age gave Monteith’s the expertise to craft a whole range of beers – so whatever you’re doing, there’ll always be a beer to match. Introducing ‘Brewed for Right Now since 1868’, a campaign that said whatever the moment, we’ve brewed the perfect beer to go with it. Colenso documented the lives and culture of fascinating Kiwis, and turned them into short and candid films – shot over five days, on a range of different types of cameras. BNZ ‘My Moni’ An engaging mobile app that guides students aged 15 to 18 through some big financial moments in young adulthood; My Moni helps them to practice mak- ing positive financial decisions. The aim of the app is to help teach stu- dents financial basics – allowing them to make better-informed financial choices, so they can achieve their goals and live out their ambitions as young adults through the My Moni character. The app is a way to get teenagers thinking about how the decisions they make now can affect how things turn out for them in the future. BNZ ‘Penny The Penguin’ Penny the Penguin is an interac- tive digital storybook designed to assist kindergarten children aged three to five years old to understand the difference between needs and wants. Its lively illustrations are brought to life in a digital world, through beautifully detailed land- scapes and engaging characters, turning a tool rooted in education into a creative and entertaining experience. Inside each scene chil- dren can touch interactive elements - producing unexpected delight and building layers of authenticity and engagement. BNZ ‘Scam Savvy’ Scamming is becoming more and more sophisticated every day. And with technology moving at such a pace, seniors are often the most vul- nerable victims. BNZ Scam Savvy is a digital tool that empowers the older generation to confidently identify, report and avoid a range of scams. Using an illustrated charac- ter named Sam the Scammer, Colenso recreated the most com- mon tactics used by scammers. Sam’s ever-changing facade encour- aged seniors to delve into the finer details when determining the legiti- macy of a communication. The website’s seamless design elevates the understanding of a scam, and encourages users to consider the potential threat vectors and meth- ods employs by various scams. Breast Cancer ‘Stop The Spread’ A total of 30% of eligible NZ women aren’t getting their free mammograms – screenings with the potential not only to save the life of the woman diagnosed but also the prevent the unnecessary exposure to grief and loss suffered by loved ones. Breast cancer doesn’t just affect women – its impact for rela- tives and loved ones is profound. Using stories from families affected, Colenso created an immersive mobile experience. The emotional spread of the disease was visualised with generative animation. Each experience was as unique as the sto- ries, all ending with a direct click- through to book a mammogram. The campaign spread to 79pc of Kiwis. More women than ever before booked appointments during October Awareness Month, making it New Zealand’s most successful mammogram drive ever. Vector ‘Lights’ New Zealand has a goal to use 100pc renewable energy by 2035. Currently the country sits at 81pc. Vector has a huge role to play in making this goal a reality. In 2017 Vector and Auckland Council joined forces in a smart energy col- laboration. The agency was tasked with launching this partnership to promote this sustainable energy goal to the public. With only 0.2pc of New Zealand’s power currently generated by solar, it was an impor- tant chance to highlight and demonstrate its potential. Colenso transformed the tired and forgotten structure of Auckland’s Harbour Bridge into a highly visible, global landmark that stood for sustainabil- ity. Using 96,000 individually con- trollable LEDs, powered by the same cutting-edge battery and solar technology Vector offers for homes, the agency celebrated the potential of renewable power through a strategically designed lighting dis- play. Skinny ‘Famous Names’ Skinny will do anything to keep its prices low and its customers happy. That means it creates simple plans, provides award-winning service, and doesn’t squander huge wads of cash on vapid stuff like fake expen- sive celebrity endorsements. So, when asked to tell the nation about Skinny’s new promise, Colenso made an obvious move, hiring eight of the world’s biggest names to sing Skinny’s praises – all with a Kiwi twist. The Colenso BBDO team – managing director Scott Coldham says the agency ensures it hires people who believe in the work: “It means everyone turns up every day with the same ambition – to make the work better.” CB-FEBRUARY-2019_CB-FEBRUARY-2007 13/2/19 10:41 am Page 36 AUCKLAND LOS ANGELES LONDON SHANGHAI BANGKOK SYDNEY MELBOURNE THESWEETSHOP.TV COLENSO BBDO Congratulations! Campaign Brief Agency of the Year
CBNAT NOV DEC 2018
CBNAT JUNE 2019