Winners announced for 2022 Aotearoa Effies Awards

Following two years of hosting the Effies virtually, the Commercial Communications Council celebrated the most effective marketing campaigns in Aotearoa with a sold out event last night at the Civic Theatre.

Convenor of judges, Lisa Divett, says the awards provide a platform to recognise the power of creative problem solving.

“This year we were delighted at the range of work entered despite all the difficulties of the last couple of years and last night provided a wonderful opportunity to get together and celebrate the brilliant tāngata who work across our industry – and wasn’t it ace“.

The 2022 programme included two new categories – Customer Experience and our Te Tohu Aumangea | Diversity, Equity & Inclusion category, along with new sponsors New Zealand Story and Stuff. 

In total, there were 42 awards handed out on the night – 17 Bronze, 15 Silver, seven Gold, and three Executive Awards.

Of the seven Golds awarded, two went to Lassoo Media for their work with Turners in the Best Strategic Thinking and Retail/Etail categories with the executive judges saying “WE LOVE TINA!”

“This campaign was a brilliant case study which was effective in its delivery and had a clear strategy showcasing simplicity at its finest. It was a pleasant surprise and one that had our Executive Judges saying, ‘why didn’t I think of this?’”

As well as taking home two bronze and one silver Effie for their work with Motor Neurone New Zealand, Special’s campaign for Contact Energy, “It’s Good To Be Home: Creating the foundations to get Contact back to growth” won a Gold in the consumer services category and a bronze in Best Strategic thinking.

“This entry showed the power of brand. It’s emotive and taps into their core consumer insight and differentiates them from others who are shorting retail messages. Their ROI was also quite impressive, awesome work by the Contact Energy and Special duo” the Executive Judges say.

DDB Aotearoa won eight Bronze, three Silver, and two Gold’s along with two of the big awards for the evening. Their work for clients Pet Refuge, Lion Brewery, Coca-Cola, Samsung, and McDonald’s were all awarded but the standouts were a Gold in Sustained Success for Lotto-Imagine and a bronze, two silvers a gold, and a hardest challenge for their campaign “Sperm Positive” for Body Positive, Positive Women, and the Burnett Foundation. 

YoungShand was awarded a Gold in Charity/Non for profit and a silver in Best Strategic Thinking for their work with New Zealand Blood Service, Unseen Emergencies. 

TBWA\ picked up a bronze for “The Everything Project” with Southern Cross and a bronze and a silver for their campaign with ANZ “How putting Kiwis’ financial wellbeing first led to ANZ’s most profitable brand campaign ever”. PHD also picked up a bronze Effie with ANZ for their work on “the socially distanced daffodil day” and a silver in PR/Experiential for their KFC campaign “Smashing it out of the park for KFC”. 

A big winner of the night, Colenso BBDO walked away with eight awards, four Silver Effie’s for their work with State – The State Mistake Report, a bronze and a silver for their work with Spark on Beyond Binary Code, and a Gold in Sustained Success and the coveted Grand Effie for their Skinny campaign “Get the Skinny”.

Colenso BBDO client, Ally Young, from Spark/Skinny also picked up the Effective Marketer of the Year Award with the judges saying it was her ability to rally everyone around a cause that made her stand out.

“To ensure the agencies are given a great brief, that ideas are protected, and the resulting work is on point. She understands the power of brand building, and the importance of brand codes”.

Other agencies awarded throughout the evening were EightyOne with Women’s Refuge, FCB/SIX with Mercury Movers, Māia and Ngāti Kuri, Strategy Creative and Great South, and VMLY&R with ACC. 

Click here for a full list of winners and finalists.

The 2022 Aotearoa Effie Awards were presented by the Commercial Communications Council (Comms Council) in association with TVNZ, its Commercial Partner. Comms Council also thanks Commercial Partner oOh!media and sponsors: Nielsen, NZME, The Radio Bureau, Meta, Google, Cartology, Neuro-Insight, NZ Story, and Stuff.   

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