DraftFCB NZ world's best for social and government campaigns
Former All Black Sir John Kirwan has scored again for Draft FCB.
The Auckland ad agency was named No 1 government agency in the global Effie Awards in Cannes.
DraftFCB was declared most effective agency in the world for government and non-profit social campaigns for its work for the Ministry of Health, ALAC and Family Violence.
Agency managing director, social change, Brian van den Hurk told NBR ONLINE that two campaigns stand out.
The first is the Sir John Kirwan ad, recommending people keep a journal about their mental health problems - a campaign that saw DraftFCB win a top award at the Asian Marketing Effectiveness Awards in China, plus a host of other trophies.
The second is the ALAC commercial featuring “Sam” and his rugby mates, where “Sam” is advised by his mates about his drinking.
The Effie Awards focus rewarding the effectiveness of campaigns.
“For both of these campaigns there has been significant amounts of research," Mr van den Hurk says.
"There is a number of studies that show both of these campaigns have been successful in changing people’s lives and getting engaged on the issue.
“The award is a great recognition of the work we have been doing for government and social change. It positions us at a global level.”
It is the second successive year that DraftFCB New Zealand has been named No 1 in the government and non-profit category after such campaigns.
The 2012 Effie Effective Index was revealed at this year’s Cannes International Advertising Festival by Effie Worldwide and Warc, the global marketing intelligence service.
The index was launched in 2011 to highlight the world's most effective marketing communications ideas.
DraftFCB New Zealand is also ranked as the Asia-Pacific’s fifth most effective office across all categories and seventh most effective office in the world, up one spot from 2011.