Colenso’s DB Export spot gets an honourable mention from TED as an ad worth spreading

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DBBreweries.pngColenso BBDO’s ‘Beer – the untold story’ campaign for DB Export has been honoured byinfluential non-profit organisation TED in its inaugural ‘Ads Worth Spreading’challenge – the only agency in Australasia to feature on the honours roll.

nokia.pngIt is one of just 24 campaigns around the world to be recognised, receiving one of 14 honourable mentions from a pool of more than 1000 entries around the world. The top 10 included Dulux ‘Walls’, Nokia’s ‘The World’s SmallestStop-motion Character Animation’, Chrysler’s ‘Born of Fire’ and Nike Foundation’s’Girl Effect: The Clock is Ticking’.

TED’s tagline is ‘ideas worth spreading,’ and for the first time the organisation (whichbegan its life as a conference known as Technology, Entertainment and Design)has focused on advertising, issuing a challenge to the global advertisingcommunity to create online marketing videos that people actually want to watch.

The panel of 24 judges included advertising and media executives, video artists, filmmakers, journalists and producers.”We’re very much interested in pushing advertising forward,” said Paul Kemp-Robertson, the editorial director of Contagious magazine in London and a contest judge.

Injudging the ads, Kemp-Robertson said he asked himself questions like, “Would Iwant to look at it again? Would I want to share it? Would I see it asredefining advertising as an industry?”

Commenting on the DB Export campaign the judges said: “Here’s an ad that holds on to your attention with great storytelling. We were enthralled by the tale of one of NewZealand’s most creative innovators, who revolutionised beer brewing.”

Colenso BBDO’s planning director James Hurman, said the agency was challenged to help DB Export to deliver a campaign which would get consumers to re-connect withthe brand.

“How brilliant that TED has recognised the story of one of New Zealand’s greatthinkers and innovators. Had he been alive and well today we might well haveseen Morton Coutts himself gracing the TED stage. I guess this is the next bestthing.”

The DB Export campaign assisted the beer brand in achieving its highestmarket share in two years.