Caxton Committee announces new 'Newsworthy Idea of the Year' award category and finalists
The Caxton Committee has announced the creation of a new Caxton Award category for this year, the Newsworthy Idea of the Year Award.The Newsworthy Idea of the Year Award is open to any advertising idea that has run in Australia and/or New Zealand during the qualifying period for the 2012 Caxton Awards - July 1 2011 to June 30 2012.
The award was created to recognise an outstanding advertising idea that has transcended its media channel and become news in its own right. The idea must have been captured in newspaper coverage - as well as any other media - and as a result, had a positive impact on the brand.
The list of finalists for the inaugural Newsworthy Idea of the Year Award was compiled by the Caxton Committee, while the winner will be selected by the Caxtons 2012 panel of judges, chaired by Ant Keogh, executive creative director, Clemenger BBDO Melbourne.
Finalists in the new award category announced today are (click on the client name to go to news coverage examples):
Newsworthy Idea of the Year Award:
Coca-Cola
Ogilvy Sydney
Share a Coke
MLA
BMF Sydney
Sam Kekovich Australia Day
Art Series Hotel
Naked Communications
Steal Banksy
Steinlager
DDB Auckland
White Can
FOUR/MediaWorks
Special Group
FOUR. Home of NOT Rugby
NZ Transport Agency
Clemenger BBDO Wellington
Ghost Chips
Sydney Opera House
The Monkeys
Ship Song Project
The winner will be announced with the other Caxton Award winners during the 2012 Caxton Seminar and Awards, to be held from Friday to Sunday, October 12th to 14th, at Hamilton Island in the Whitsundays.
International keynote speakers Jeff Goodby, Derek Robson and Lee Clow will headline the annual Caxton seminar, while Caxton winners will be announced at the Awards Night ceremony on Saturday October 13th.
Booking forms for the event are available here.
For all other information on this year's Caxtons click here.
Newsworthy Idea of the Year Award:
Coca-Cola
Ogilvy Sydney
Share a Coke
MLA
BMF Sydney
Sam Kekovich Australia Day
Art Series Hotel
Naked Communications
Steal Banksy
Steinlager
DDB Auckland
White Can
FOUR/MediaWorks
Special Group
FOUR. Home of NOT Rugby
NZ Transport Agency
Clemenger BBDO Wellington
Ghost Chips
Sydney Opera House
The Monkeys
Ship Song Project
The winner will be announced with the other Caxton Award winners during the 2012 Caxton Seminar and Awards, to be held from Friday to Sunday, October 12th to 14th, at Hamilton Island in the Whitsundays.
International keynote speakers Jeff Goodby, Derek Robson and Lee Clow will headline the annual Caxton seminar, while Caxton winners will be announced at the Awards Night ceremony on Saturday October 13th.
Booking forms for the event are available here.
For all other information on this year's Caxtons click here.
Interesting.
Looking at the finalists, I'm thinking this may actually be a more accurate measure of an idea's popularity than the increasingly hysterical evaluations provided by agencies themselves - you know,
"Our idea generated 8 billion social media impressions within the first five minutes of going online, including the entire human race plus one billion Martians who were so virally infected by the stickiness of the idea that they just could not prevent themselves from engaging with the conversation..."
That sort of thing.
There'll be a few debates around "positive effect on brand" and how actually newsy some stuff was, but still...