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Top 10 PR & Experiential Campaigns


Media Release: Monday, 22 November, 2010
Communication Agencies Association of New Zealand

The CAANZ Marcomms Leadership Group today released a list of 10 campaigns that its members feel succinctly showcase the value of PR and experiential activity within the wider communications mix.

Whittled down over several weeks of discussion from 30 nominated submissions, the list includes two highly acclaimed Kiwi campaigns: Yellow Treehouse from Colenso BBDO/Aim Proximity and the Mike Mizrahi inspired NZ Rugby Ball initiative, which has toured the world successfully for New Zealand Tourism.

It also features the acclaimed US campaign ‘Replay’ by Gatorade and its agency TBWA\Chiat\Day, which won the Grand Prix award at this year’s Cannes Lions International Advertising Festival in both the promotional and public relations categories. Tapping into many a middle-aged man's dream, it involved tracking down the members of two rival high school American football teams for a rematch 15 years after they drew in their final senior year game.

The winner of the inaugural Cannes PR Lions Grand Prix, Tourism Queensland’s ‘Best Job in the World’, also makes the cut for generating massive amounts of global media coverage and seamlessly integrating PR with social media.

“Our aim is to raise awareness of the value of PR and experiential activity, so what better way to do that than with our own unique take on some of the most creative, strategically clever campaigns that have caught our eye over the last few years,” says Claudia Macdonald, CAANZ Marcomms Group Chair and Managing Director of Mango Communications.

“PR and experiential activity can come in all shapes and forms, so the list we eventually agreed upon reflects that diversity. We’re making this an annual exercise and I’ve no doubt that the nature of the work in our next list will have changed dramatically in 12 months to reflect the rapid rate our industry is developing,” adds Ms Macdonald.

The 10 campaigns selected by the CAANZ Marcomms Leadership Group, in no particular order, are as follows:

Nike Chalk Bot

Yellow Treehouse

T-mobile flashmob

The Megane Experiments

NZ Rugby Ball in Paris

International: “Talking Wall of Water” (FRANCE)

Gatorade Replay Series

The Best Job in the World

Trafalgar Square Grassed In

Dulux Let’s Colour


About the CAANZ Marcomms Leadership Group
The Marcomms Leadership Group is charged with highlighting and developing the value of PR and experiential communications. Members are drawn from independent agencies or marcomms divisions within larger agency groups that are involved in a wide range of marketing communications including public relations, ambient, activation, experiential or events.

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