CAANZ Marcomms Leadership Group picks its global Top 10 PR and experiential campaigns
New Zealand industry body CAANZ Marcomms Leadership Group today released a list of 10 campaigns that its members feel succinctly showcase the value of PR and experiential activity within the wider communications mix.
Whittled down over several weeks of discussion from 30 nominated submissions, the list includes two highly acclaimed Kiwi campaigns: Yellow Treehouse from Colenso BBDO/Aim Proximity and the Mike Mizrahi inspired NZ Rugby Ball initiative, which has toured the world successfully for New Zealand Tourism.
The winner of the inaugural Cannes PR Lions Grand Prix, TourismQueensland’s ‘Best Job in the World’ via CumminsNitro Brisbane, also makes the cut for generatingmassive amounts of global media coverage and seamlessly integrating PRwith social media.
It also features the acclaimed US campaign ‘Replay’ by Gatorade and itsagency TBWA\Chiat\Day, which won the Grand Prix award at this year’sCannes Lions International Advertising Festival in both the promotionaland public relations categories. Tapping into many a middle-aged man’sdream, it involved tracking down the members of two rival high schoolAmerican football teams for a rematch 15 years after they drew in theirfinal senior year game.
“Our aim is to raise awareness of the value of PR and experientialactivity, so what better way to do that than with our own unique takeon some of the most creative, strategically clever campaigns that havecaught our eye over the last few years,” says Claudia Macdonald, CAANZMarcomms Group chair and managing director of Mango Communications.
“PR and experiential activity can come in all shapes and forms, so thelist we eventually agreed upon reflects that diversity. We’re makingthis an annual exercise and I’ve no doubt that the nature of the workin our next list will have changed dramatically in 12 months to reflectthe rapid rate our industry is developing,” adds Ms Macdonald.
The 10 campaigns selected by the CAANZ Marcomms Leadership Group, in no particular order, are as follows: