2008 CAANZ EFFIE® Awards Recognises Quality

** EMBARGOED UNTIL 10.30PM, OCTOBER 9, 2008 **

Media Release 9 October 2008

2008 CAANZ EFFIE® Awards Recognises Advertising Effectiveness

In recognition of the high level of quality work submitted for the 2008 CAANZ EFFIE® Awards, judges awarded 14 Gold EFFIE’s this year - an indication the industry continues to reach new heights of effectiveness.

Presented annually by the Communication Agencies Association of New Zealand (CAANZ), the EFFIE’s are awarded in recognition of the year’s most effective advertising campaigns that have delivered superior results.

CAANZ CEO, Rick Osborne, was impressed with the entries submitted by agencies; in particular the work submitted by Barnes, Catmur & Friends for YAMAHA GRIZZLY, which won Best in Show.

“The renaming of Yamaha’s quad bike range as Yamaha Grizzly and the associated television commercial was a bold move in a sector dominated by print campaigns and price cutting. It shook up the industry and helped Yamaha grab market share from its competitors,” says Mr Osborne.

“By using humour to position Yamaha as a reliable part of New Zealand’s farming scene, Barnes, Catmur & Friends won over the country’s sometimes cynical farmers and captured the hearts and minds of Kiwis,” he said.

Publicis Mojo was awarded the Agency Effectiveness award, which recognises the most significant contribution made by an agency to the success of its clients.

“Publics Mojo won a number of gold and silver EFFIE awards for its stirling work with brewer Lion Nathan. In a very competitive industry it established its place as an agency with a great ability to build wining partnerships with clients and deliver outstanding results using paradigm-busting creative ideas,” says Mr Osborne.

Lion Nathan was awarded the Most Effective Communicator of the Year award for its launch of the new Steinlager Pure brand, which focused on product credentials to successfully introduce a new beer to the market without affecting the original Steinlager brand. Lion Nathan was also recognised for its Speight’s Gold Medal Ale campaign The Great Beer Delivery. Centred on a big idea, which saw the brewer take a pub on the back of a ship from New Zealand to London for the sake of a mate, this campaign was recognised as being “truly paradigm shifting” by the judges.

And the coveted Sustained Success award went to DraftFCB for its Ministry of Health campaign focused on changing the way New Zealanders view and treat people with mental illness. Incorporating real New Zealand stories, this eight-year long programme has created a more tolerant society for the one in five Kiwis who have experience of mental illness.

THE ‘BIG’ EFFIE® AWARD WINNERS

Best in Show
Agency: Barnes, Catmur & Friends
Client: YAMAHA Motor NZ
Entry Title: YAMAHA GRIZZLY

Agency Effectiveness Award
Winner: Publicis Mojo

Most Effective Communicator of the Year
Winner: Lion Nathan
Agency: Publicis Mojo

GOLD EFFIE® AWARD WINNERS

Category: Consumer Durables
Agency: Barnes, Catmur & Friends
Client: YAMAHA Motor NZ
Entry Title: YAMAHA GRIZZLY

Category: Corporate Reputation/Image
Agency: DDB New Zealand
Client: AMI
Entry Title: AMI Brand Campaign – Keep on Smiling

Category: New Product or Service Introduction
Agency: Publicis Mojo
Client: Lion Nathan
Entry Title: Steinlager Pure - Keep it Pure

Category: Paradigm Shift
Agency: Publicis Mojo
Client: Lion Nathan
Entry Title: Speight’s - The Great Beer Delivery

Category: Retail/etail
Agency: DraftFCB
Client: Bond and Bond
Entry Title: Cut to the Chase

Category: Social Marketing/Public Services
Agency: Clemenger BBDO
Client: ALAC - Alcohol Advisory Council of New Zealand
Entry Title: Culture Change

Category: Social Marketing/Public Services
Agency: DraftFCB
Client: Ministry of Health
Entry Title: The Lowdown
Category: Sustained Success/ Grand EFFIE®
Agency: DraftFCB
Client: Ministry of Health
Entry Title: Changing the way New Zealanders View and Treat People with Mental Illness

Category: Limited Budget (less than $50,000)
Agency: Blackwood Communications Group
Client: Baking Industry Association of New Zealand
Entry Title: The Gingerbread Haka

Category: FMCG
Agency: Saatchi & Saatchi NZ
Client: Monteiths
Entry Title: ‘Worth Every Drop’

Category: FMCG
Agency: Publicis Mojo
Client: Lion Nathan
Entry Title: Speight’s - The Great Beer Delivery

CAANZ EFFIE® Awards proudly brought to you by CAANZ, ANZA & in association with TVNZ and sponsors:
Admedia, APN New Zealand Publishing, Fairfax Media, jobmedia,
Marsden Inch Recruitment, Ministry of Health, Nielsen Media Research, NZ Post Mail Marketing Service, The Internet Bureau, The Radio Bureau and Yahoo!Xtra

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