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Menu
  • Home
  • The Awards
  • What it’s all about
  • Our Judges
  • Sponsors
  • Winners Gallery
    • 2019 NZDM Awards Winners
    • 2018 NZDM Award Winners
    • 2017 NZDM Award Winners
    • 2016 NZDM Award Winners
    • 2015 NZDM Award Winners
    • 2014 NZDM Award Winners
    • 2013 NZDM Award Winners
    • 2012 NZDM Award Winners
    • 2011 NZDM Award Winners
    • 2010 NZDM Award Winners
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EFFIE™ Awards – Making It Personal

Awards: RSVP Craft Best Art Direction Runner Up, RSVP Craft Best Copywriting Runner Up

Entrant: DraftFCB

Nominee: CAANZ

Entrant Credits: James Mok, Kelly Lovelock, Steve McCabe, Chris Schofield, Matt Simpkins, Anastasia Potter, Olivia Prentice, Will Pickering, Lucy Cole

Nominee Credits: Paul Head, Desiree Doyle

Entry Rationale:

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.

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