World class advertising
11 October, 2006
World class advertising - Greater Wellington wins two New York Festival Silver Medals
Greater Wellington Regional Council has added two New York Festival awards for advertising to its trophy cabinet.
The Silver World Medals were awarded for Greater Wellington’s Breathe Easier cinema advertisement that was screened in March and April in the region’s cinemas. The advertisement was developed to raise awareness of the link between pollution from cars and respiratory health.
Wellington animation company Karactaz produced the 30 second advertisement; the creative development was done by Clemenger BBDO, and Greater Wellington commissioned the work.
“The success at the New York Festival once
again demonstrates that Wellington’s creative community is
world class at what it does,” said Greater Wellington
Chairman Ian Buchanan. “Clemenger BBDO, Karactaz, and the
staff at Greater Wellington have proved that you can
communicate difficult issues with style and
creativity.”
The New York Festivals are one of the most
prestigious competitions in the advertising industry, judged
by an international panel of creative directors and drawing
entries from the world’s largest advertising
companies.
Breathe Easier won Silver Medals in the Cel
Animation and Computer Animation categories (Cel Animation
is the old fashioned pencil and paper way of doing
things).
In the Cel Animation category, Honda and Levi
jeans won the gold; Greater Wellington and Volkswagen won
Silvers; United Airlines got a Bronze and Walt Disney got a
finalist certificate.
In the Computer Animation category,
Heineken won the Gold; Greater Wellington and Toohey’s
Beer won Silvers; Kellog’s won Bronze and Mercedes Benz
got a finalist certificate.
Dylan Coburn, who directed
the production for Karactaz, said that the close
relationships in the Wellington creative community were a
key to the success of the project.
“The key with this
project was that Karactaz was trusted to produce the
animation. Being across the road from the agency meant we
could regularly communicate and that worked well. I think
it's a very effective campaign and the team that worked on
it from Karactaz are extremely proud of it - so a big thanks
the Greater Wellington and Clemenger BBDO for giving us the
opportunity.”
Marc Chetcuti was the Senior Art Director
on the project for Clemenger BBDO and developed the concept
with Creative Director Jim Thomas, supported by Account
Director Sean Keaney. Marc said he identified with the
message of the project as his brother had asthma as a child,
and living near congested traffic made his condition worse.
“Beating some of the big name agencies with much
larger creative departments, not only in New Zealand but
globally too, made the win all the more pleasurable,” said
Marc.
Andrew Cutler, Strategic Communication Manager at
Greater Wellington, commissioned the advertisement as part
of the Be the Difference programme.
“The project
just got better as we went on,” said Andrew. “We said
‘yes’ to a great creative idea from Clemenger BBDO, and
then ‘yes’ to the outstanding animation from Karactaz.
This advertisement was a winner from day one.”
The
advertisement can be directly viewed
at:
http://www.bethedifference.gw.govt.nz/story_images/2695_breathe_easier_s5157.MPG
Or go to the Be the Difference website, and click on the
Breathe Easier icon in the lefthand
column.
www.bethedifference.gw.govt.nz
Awards for Be
the Difference include:
- WriteMark ‘People’s
Choice’ award at the New Zealand plain English awards,
2006.
- Public Relations Institute of New Zealand Awards,
Highly Commended for Government Communications, 2006.
- 2
finalists at Cannes International Advertising Awards, 2005,
for direct marketing on how to improve water quality.
- 2
bronze awards at the New York Advertising Festival 2004 for
cinema advertising and an underwater billboard
campaign.
ENDS