Yellow Treehouse wins Silver Integrated Lion, This is not a Jersey/Adithread wins Bronze

New Zealand has turned its two shortlists intoa Silver Integrated Lion for AIM Proximity/Colenso BBDO Auckland’s Yellow YELLOW TREEHOUSE and a Bronze Integrated Lion for Adidas/New Zealand Rugby Union AllBlacks THIS IS NOT A JERSEY/ADITHREAD.

Obama forAmerica’s Obama/Biden Presidential Campaign won both the Titanium and theIntegrated Grand Prix. It was the clear winner for the Grand Prix in bothcategories. A total of 15 entries were awarded in the category with the GrandPrix and three Titanium Lions handed out and the Grand Prix and 11 Lions in integrated.

Says New Zealand juror Andy Blood, group ECD forTBWA\Whybin\Tequila, Auckland: “Sometimes it comes back to the spirit. We spent a hugeamount of time making up for the lack of decent videos, whether it was thewrong video or the technology didn’t work or we replayed it. We exhaustivelysold other people’s ideas. I’ve been on messy, partisan juries and this was thecomplete opposite, the people here were genuinely doing their best to celebratethe best work they’d seen around the world irrespective of technical failure orthe wrong video.”

Blood added that the Yellow Treehouse was the wrong video- it wasn’t the one he’d become used to judging shows closer to home andfocused on the architectural and design side rather than the fantastic successof the restaurant.

“That comes down to the randomness of everybody doing thewrong video in a way because they don’t know how to package it for Titanium soit’s doing the entry in the agency and filing the right one, that’s a universalcondition. It certainly didn’t lose out because we got the wrong video.”

Indianjuror Prasoon Joshi, executive chairman and regional ECD, Asia-Pacific, McCannErickson India said in Titanium they were looking at something thatcreates a movement which extends the boundaries and involves so many people that it cascades down into society and becomes part of the culture, or creates asubculture all together.

The otherTitanium Lions went to Crispin Porter + Bogusky’s ‘Whopper Sacrifice’ forBurger King, Droga5 New York’s Jewish Council for Education and Research’s ‘TheGreat Schlep’ and BBH New York’s NYC & Co and Warner Brothers’ ‘Oasis Digout your Soul’.

Two GoldIntegrated Lions were handed out – TBWA\Hunt\Lascaris Johannesburg for TheZimbabwean’s ‘Trillion Dollar Campaign’ and Goodby Silverstein & Partners’San Fransisco’s ‘The Now Network’ for Sprint. There were four Silver IntegratedLions awarded and five Bronze.

Drogasaid the best work absolutely rose to the top and there was so much healthy discussionthat when it came to deciding on the final winners there wasn’t a lot ofdisagreement. Part of the jury’s responsibility was separating between Titaniumand Integrated.

“Wethought the Grand Prix winner, the Obama campaign, had a valid case for beingin both categories. We could spend half an hour talking about why we thought itwas a great example of integrated and you can put an argument together aboutwhy we thought it was a huge bold idea and why it should win the Titanium,”said Droga.

Joshisaid that traditionally political campaigns don’t qualify for the Grand Prix,but the jury decided ‘Obama’ was a brand campaign.

“It is acampaign where for the first time the consumer co-created a campaign togetherwith the brand owner so it was something the advertising industry could notignore. It is purely a brand campaign,” said Joshi.

Drogaadded that while we’ve all seen political campaigns and sniggered about themfor being so formulaic, political campaigns won’t be the same ever again. He saidthe jury was careful to separate the man from the campaign and made anapolitical decision.

“Thiswasn’t a vote for the man, this was a rational conversation we had, it wasn’tan emotional conversation, we separated the man from the thinking,” said Droga. 

Drogasaid the jury defined Titanium as ideas that create a movement and thatmovement can be for change, it can be to sacrifice your friends on Facebook,but something that creates a movement that you want to participate in, even ifit’s a disposable idea. And integrated the jury was trying to celebrate thosegreat ideas that were made better by multiple touchpoints.

He said:”We had to wade through over four hundred five minute videos. I think next yearyou pay by the second so all the entries are kept small.”

When itcame to Colenso’s Yellow ‘Treehouse’, Droga said it was very popular, and thevideo wasn’t necessarily the best video for it as the more they came tounderstand what it did the more they liked it. 

“It wasvery lateral thinking for Yellow Pages. We really liked ideas that touched thereal world, ideas that were big enough that they didn’t just inspire creativetypes around the world, but really seemed to permeate and inspire real peopleand that turned it into a genius solution for Yellow Pages,” said Droga.

SILVER INTEGRATED LION

CLIENT: YELLOW PAGES NEW ZEALAND

CAMPAIGN: YELLOW TREEHOUSE

AGENCIES: COLENSO BBDO / AIM PROXIMTY, AUCKLAND

BRONZE INTEGRATED LIONS

CLIENT: ADIDAS/NEW ZEALAND RUGBY

CAMPAIGN: THIS IS NOT A JERSEY/ADITHREAD

AGENCIES: TBWA\WHYBIN\TEQUILA, AUCKLAND