Tears, hugs, and cheers were in abundance at the New Zealand Effie Awards last week, especially after international judge Peter Field branded our award-winning campaign “a tour-de-force of persuasive evidence-based argument that leaves you in no doubt about the financial success of the campaign.”
While admittedly powerful, Field then said: “If only all campaign evaluation was as smart and as earthed in reality as this.”
We are delighted “The Journal” – a campaign for the New Zealand Health Promotion Agency (HPA) – continues to have an impact. An online self-help tool we created for Kiwis suffering from depression, “The Journal” received top honours, winning the Grand Effie and a Gold in the Sustained Success category.
The second coup of the evening went to the Draftfcb Mitre 10 team which snared Gold in the Retail category for its “Easy As” campaign. The judges were impressed with how the campaign, which encourages Kiwis to do-it-yourself, opposes category commoditization, and has genuinely increased sales for the home improvement retailer. Mitre 10 “Easy As” went on to win Silver for most effective Integrated campaign, and Bronze for best Strategic Thinking.
Certainly, a night to remember. And, perhaps more importantly, a testament to the collaborative way we work and our dedication to creating behavioral change that makes a difference. Celebrations all around.