DDB’s Equal pay for women takes home supreme award

Media release newspaper – 1

September 19, 2013

2013 NEWSPAPER AD OF THE YEAR

DDB’s Equal pay for women takes home supreme award

An advertisement for the YWCA promoting equal pay for women has won the 2013 Newspaper Ad of the Year announced in Auckland tonight (Sept. 19).

Produced by Auckland’s DDB, the ad wins the agency $10,000 cash and the kudos of being the year’s best ad.

Headlined ‘From now until the end of the year, women will work for free’, the ad was praised by the international judges for a ‘simple provocative headline that asks the reader to engage’.

The DDB ad also won the award for Best Topical advertisement while a second version from the YWCA series won Best Craft – Copy.

Saatchi & Saatchi Wellington’s advertisement for the capital’s Zoo was runner up in ad of the year after taking out the Best Craft – Art award.

Other winners on the New Zealand newspaper industry’s big night out were Auckland agencies OMD and Colenso BBDO.

The OMD advertisement for Auckland Heart of The City was headlined ‘Here’s 79 reasons to love your city’ and took out the award for Best Media Thinking. Colenso’s award for Best Digital was an online ad for Samsung’s Galaxy Note II.

Describing the 2013 Newspaper Ad of the Year as presenting a “clever smart idea”, judges Tony Davidson and Kim Papworth from London agency Wieden + Kennedy said it represented “an interesting use of topicality which used time powerfully to dramatise the point”.

The strong copy informs readers that women in New Zealand are paid 10 per cent less than their male counterparts and as part of the world’s largest women’s organisation YWCA will be trying to get the Pay Equity Bill introduced in Parliament.

A sibling ad – “If you pay peanuts you’ll get women” – took out the Best Craft - Copy award with the judges commenting the ad had “Good headline and persuasively written copy”.

The runner-up ad of the year went to Saatchi & Saatchi Wellington for Wellington Zoo and was headlined “Bear got your tongue”. With strong art direction and illustration it was according to the judges “a joy to behold”.

The full list of winners at the 2013 Newspaper Advertising Awards is:

2013 AD OF THE YEAR & Best Topical

Client: YWCA – Work For Free

Agency: DDB

Executive Creative Director: Andy Fackrell

Creative Director: Steve Kane

Creatives: Johnathan McMahon, Lisa Fedyszyn, Simone Louis, Toby Morris

Judges’ comments: A simple provocative headline that asks the reader to engage. Interesting use of topicality, which used time powerfully to dramatise the point. A clever, smart idea.

2103 Ad of the Year Runner Up & Best Craft – Art

Client: Wellington Zoo – Bear got your tongue

Agency: Saatchi & Saatchi, Wellington

Executive Creative Director: Antonio Navas

Creatives: Mike Davison, Mariona Wesselo-Comas, Emily Drake, Anne Boothroyd, Sarah Litwin-Schmid, JP Twaalfhoven

Judges’ comments: The strength of this ad was the art direction and illustration. A great use of big space, a joy to behold. Such a refreshing thing to open your newspaper to, with appeal to both adults and kids.

Best Craft – Copy

Client: YWCA – Peanuts

Agency: DDB

Executive Creative Director: Andy Fackrell

Creative Director: Steve Kane

Creatives: Jonathan McMahon, Lisa Fedyszyn, Simone Louis, Toby Morris

Judges’ Comments: Good headline and persuasively written copy.

Best Digital

Client: Samsung Galaxy Note II

Agency: Colenso BBDO

Creative Director: Levi Slavin

Digital Creative Director: Dan Wright

Creatives: Anna Stickley, Ben Polkinghorne

Judges’ Comments: A fun way to be topical using a feature of the product. This ad had nice interaction with the media, and good use of newspaper assets/editorial.

Best Media Thinking

Client: Heart of the City

Agency: OMD

Managing Partner (Strategy): Andrew Reinholds

Business Director: Chrissy Payne

Account Director: Colleen Porath

Digital Business Director: Judit Maireder

Digital Planner Buyer: Sissy Griffiths

Judges’ Comments: This campaign maximised the medium by integrating across a number of lifestyle topics, using editors to influence the beginning of a multiplatform movement that had appeal to all kinds of people.

It was ubiquitous across all print and digital touch-points and importantly led content for other media placements.

NB. No winner was awarded for Best Integrated

SPECIAL MENTIONS:

Best Craft – Art

Runner-Up: Client: Wellington Zoo – Eye of the Tiger, Agency: Saatchi & Saatchi, Wellington

Highly Commended: Client: Say No to the Corporate Banana – Puppet, Agency: Special Group

Best Craft – Copy

Runner-Up: Client: YWCA – Venus, Agency: DDB

Runner-Up: Client: Sky TV – Chuck Norris, Agency: DDB

Best Digital

Runner-Up: Client; Mammoth Modern Insulation – Mr Morgan, Agency: Sugar & Partners

Best Media Thinking

Runner-Up: Client: Mercury Energy – The Transparent Newspaper, Agency: Whybin\TBWA

Highly Commended: Client: Maori TV, Agency: Mediacom

Best Topical

Runner-Up: Client: Hell Pizza – Hell strikes back, Agency: Barnes, Catmur & Friends

Highly Commended: Client: Mammoth Modern Insulation – Mr Morgan, Agency: Sugar & Partners

Best Integrated

Highly Commended: Client: Heart of the City – Love Your City, Agency: OMD / Colenso BBDO

About the 2013 Newspaper Advertising Awards

Now in their eighth year, the 2013 Newspaper Advertising Awards are designed to encourage a new generation of creatives to think differently about newspaper advertising. The media landscape has changed dramatically in recent times and now newspaper newsrooms lead the way for journalism that spans multi-media channels, with digital an important part of the mix. Creative placement of newspaper advertising is also now a major part of the creative challenge. The Newspaper Advertising Awards not only has the $10,000 Newspaper Ad of the Year as the big prize of the night based on the selection of one overall winner from six categories. Best Media Thinking, Best Craft – Art, Best Craft – Copy, Best Digital, Best Topical and Best Integrated. Every Ad of the Month winner is automatically entered into the Ad of the Year competition. All qualifying advertisements must have appeared in a New Zealand newspaper between 1 July 2012 and 30 June 2013.

About News Works

News Works NZ promotes newspapers and their digital platforms. News Works represents all the interests of the newspaper industry and provides free, current and unbiased advice and information. In addition New Works provides advice and useful tools to help plan and execute print campaigns. News Works NZ is a commercial entity of the Newspaper Publishers' Association (NPA).

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