New Zealand Marketing magazine

WINNER: Visa New Zealand

Agency: TBWA\Whybin\Tequila Client company: Visa New Zealand Brand: Visa Entertainment Client contact: Zoe Leech Media used: Wellington Airport's baggage carousel Creative director/account director team: Andy Blood, Mark Kelly, Sam Attenborough Media strategist: Kelly Rosnell Writer: Michael Goldthorpe Art director: Tamryn Kerr

TBWA\Whybin\Tequila's campaign came in as the number one choice for all the judges and took the trophy by a large margin.

Campaign description: "Tasked with showcasing Visa's involvement with this exhibition, TBWA created a lava flow on the baggage carousel at Wellington airport. This ambient extension to traditional poster advertising made sure that no one could miss the promotional message or the fact that 'A Day in Pompeii' was now showing in Te Papa's Visa Platinum Gallery."

Stuart Yorston: "Excellent use of the medium, great looking creative and the location was relevant. Excellent. An easy winner."

Kate Humphries: "Clearly a hot idea that grabs the attention of the right people, at the right time and the right place, just as they head into the capital with a Visa burning a hole in their pocket. What's not to like?"

James Mok: "Dramatic use of medium; most interesting idea in the group."

SECOND: Alcohol Advisory Council

Agency: DraftFCB Client company: Alcohol Advisory Council Brand: Ease Up on the Drink Client contact: Jo Fitzgerald Media used: TV Creative director/account director team: Billy McQueen, Chris Schofield, James Mok, Donna Baylis, Brian van den Hurk Media strategist: Simon Teagle Writer: Antony Wilson Art director: Iain MacMillian Agency producer: Esther Watkins Production/film co: Film Construction Producer: Phil Liefting Director: Nic Finlayson Post production: Digital Sparks Editor: David Coulson Sound Design and Audio: Liquid Studios

DraftFCB's approach to tackling the country's drinking problem resonated with all the judges (except Mok, who had to abstain from voting).

Campaign description: "Binge drinking is a chronic problem but previous advertising has failed to make a difference. Our insight found that encouraging people to ease up on their drinking is more likely to succeed if friends and family stepped up and made them realise their drunken alter-egos had a serious impact on their relationship."

Stuart Yorston: "Nicely shot, great talent and an excellent (and new) way of approaching a problem."

Kate Humphries: "Well written, well cast and encouraging drinkers to ease up on their drinking via their friends and family is a sound strategic shift. I had to have exactly this conversation with someone recently, so I couldn't help but notice the ad on air."

Stuff.co.nz

Agency: Big Communications Client company: Fairfax Product: Stuff.co.nz Client contact: Kirsty Harman, Hayley Collins, Stephen Smith Media used: Outdoor Creative director/account director team: Joe Holden, Ant Salmon Writers: Isaac Thackray, Joe Holden Art directors: Tom Etuata, Guy Johnson Senior Account Manager: Diane Rickit

In view of thousands of Auckland round-the-bays runners, Patrick receives a wedgy from a crane. It's yet another punishment meted out publicly in the 'If our team don't break stories first, there are consequences' campaign for Stuff.co.nz

NZ Pure

Agency: Barnes, Catmur & Friends Client company: Independent Liquor Brand: NZ Pure Media used: TV Creative director/account director team: Paul Catmur, Daniel Barnes, Mike Wilson Media strategist: Katrina Reinsfield Writers: Steve McCabe, Carlos Savage Art director: Crispin Schuberth Production/film co: Plaza Films Producer: Peter Masterton Director: Paul Middleditch

Everyone seems to want to position their beer outside among lions and keas, so we decided to move NZ Pure indoors where there's a little more room. Karekare Falls would be a wonderful backdrop for any living room. If only the roof wasn't quite so leaky.

Water Safety NZ

Agency: Ogilvy Wellington Client company: Water Safety New Zealand Brand: Swim For Life Client contact: Chris Robinson Media used: TV, magazines, newspapers Creative director/account director team: Steve Cooper & Nigel Richardson, Fraser Holland & Kate Sutherland Media strategist: Sarah Clapham Agency producer: Amanda Chambers Head Of TV: Jane Mill Production/film co: Film 360

While highlighting the issue of drowning, the campaign engages the audience in a positive way to make learning to swim a relevant, necessary and fun component of parenting. It encourages parents to take action and responsibility for making sure kids get the opportunities they need—to learn to swim.

Sign Language Week

Agency: Creature Limited Client company: Deaf Aotearoa New Zealand Brand: Sign language Week 2010 Client contact: Kathryn Heard Media used: In-school toolkit, street and office posters, street banners, t-shirts, met adshells, environmental graphics, pull-up stands and bus sides, collection stickers and various regional office collateral Creative director/account director team: Janelle Rodrigues, Tim Fraser, Brooke Ashton-Taylor Writer: Brooke Ashton-Taylor Art director: Janelle Rodrigues Photography: Dean Zilwood Retouching: M2

This campaign promotes Sign—a vital and vibrant language and one of three officially recognised New Zealand languages. The striking butterfly hand motif is a powerful symbol for the deaf community (butterflies are deaf). The tattoo effect represents our cultural diversity. The headline—like the campaign itself—encourages action and understanding. Think. Sign.

RSVP & Nexus Awards

Agency: Hot Mustard Communications Client company: New Zealand Marketing Association Brand: RSVP & Nexus Awards Client contact: Lisa Fitzpatrick Media used: Magazine, direct mail, web, digital, text Creative director/account director team: Jayson Houghton, Bruce Murray Media strategist: Michael Kiernan Writer: Phil Tetley-Jones Art director: Catherine Danby Typography: Mandy Bryers

The New Zealand Marketing Association wanted a campaign to wow a creative industry that had seen it all. Hot Mustard provided a solution that incorporated a tactile and interactive introduction DM piece, a new CMS-based website showcasing winners and subsequent follow-up material online and via text. The result was increased entry numbers, a sold-out event and a great response from attendees.

Audi

Agency: Blackwood Communications Group Client company: Audi of New Zealand Brand/product: Audi, #1 in market Client contact: Rachel Jones Media used: Magazine, newspaper, web Creative director/account director team: James Blackwood, Martin Scragg Media strategist: Craig Marshall Writer: Chris Long Art director: James Blackwood Retouching: Fraser Williams

After being named the number one luxury car brand in New Zealand for the third year running, Audi was 'overjoyed'. So, to celebrate, it invited all new Audi buyers since 2007 to enter the draw to win a very exclusive Louis Vuitton Trophy sailing experience. An incredible 38 percent of qualifying owners entered the competition. And it's fair to say the eventual winners were pretty chuffed too.