The New Zealand Effie Awards acknowledge the country’s most effective advertising.

But with entry numbers flat-lining, and both agencies and clients viewing these awards with either dread or suspicion, something needed to be done to increase both credibility and participation.

The real judge of advertising was heroed – the consumer.

DM posters and eDMs launched the campaign. Each execution features a different family member of a client or agency leader – the sort of industry figures usually found on awards juries. For added impact, it was all kept secret. So, our target audience didn’t know anything about the campaign until the familiar face appeared in their office.