CAANZ calls for EFFIE entries with a campaign developed by DraftFCB, Auckland
Most awards shows are subjective – a group of advertising people judging work that, in their professional opinion, is the best. The CAANZ EFFIE awards are different. They’re about results. Advertising judged by the toughest, most fickle jury of all. The consumer.
The eDMs and posters launching this year’s EFFIEs feature family members of clients and agency leaders – the sort of ad folk you normally find on awards juries. For added impact, it was all kept secret. So, our target audience didn’t know anything about the campaign until the familiar face popped up in their inbox.
The campaign was conceived and brought to life by DraftFCB along with photographer Tim White. Marsden Inch also deserves special thanks for wrangling so many of the relatives. Eleven different family members were good enough to not only turn up, but also keep tight-lipped about the whole thing. All the poster executions can be viewed at draftfcb.co.nz
Commenting on the campaign, CAANZ CEO Paul Head said, “The call for entries campaign puts the consumer at the heart of what we do as an industry in an extremely engaging way and I’m sure as a campaign it will be effective – which is what it’s all about.”
The EFFIEs deadline for entries is Monday 1 August before 5pm. For more information about writing entries and the awards show, click here.
2 Comments
haha awesome!
Fucking brilliant, wish i’d done it.