NZ Cannes Contenders (part one)
Over the next two weeks in the lead up to the Cannes International Advertising Festival, Campaign Briefwill be showcasing the NZ work we believe will impress the judges…
CLIENT: YELLOW PAGES NEW ZEALAND
CAMPAIGN: YELLOW TREEHOUSE
AGENCIES: COLENSO BBDO / AIM PROXIMTY, AUCKLAND
NickWorthington, ECD for Colenso, says globally Yellow Pages has a historyof really cool advertising but it’s been classically posters and a TV,leaving the product in need of an image update.
“They were losingtheir relevance in many ways, so there was a real need to engage peopleagain and to make Yellow Pages seem extremely progressive. The key tothat idea really was that basically they want people to pay money to bein their search engines or online,” he says.
A competition waslaunched to find a person to manage the project and the winner, Tracey,was given a laptop, a mobile phone and a copy of the Yellow Pages toget the restaurant built within a limited time frame only usingcontacts found in Yellow Pages.
Regular updates were provided onher progress via TVCs, outdoor billboards and the project was coveredby New Zealand’s main news outlets – making the front page of the NewZealand Herald and the TV news as well as coverage online around theworld. The restaurant was launched in January and was fully booked forlunch, afternoon tea and dinner.
Worthington says two things drove the exposure.
“Firstof all because it is nuts, and secondly it is so beautiful and a lot ofpeople have eaten there. I said to the client that we’ll only knowthree to six months after we have done it how successful it has beenbecause basically that’s when everyone will understand it,” he says.
The campaign won the 360 AXIS Award.
CLIENT: PREVENTING VIOLENCE IN THE HOME
CAMPAIGN: BARCODE
AGENCY: TBWA\WHYBIN\TEQUILA, AUCKLAND
Thekey challenge for TBWA\Whybin\Tequila Auckland in a campaign forPreventing Violence was how to provide a helpline number to women whowere in danger of being beaten if controlling partners found it.
TheNew Zealand charity, which offers counsellers and help centres forwomen who are the victims of domestic violence, opted for stickers thatdisguises the helpline number as a barcode that could be stuck onto anydomestic object and go completely unnoticed.
Doctors and hospitalsacross New Zealand adopted the barcode device and internationalgovernmental and NGO agencies are following suit. Also, healthprofessionals have reported an unprecedented acceptance of helplinedetails by victims since the circulation of the barcode.
The campaign won the AXIS of Innovation. Download the PDF: