After an incredibly challenging year for the advertising Industry, The Commercial Communication Council was able to recognise and celebrate the country’s most effective marketing campaigns last night via a virtual 2021 Effie Aotearoa Awards in association with TVNZ. The Effie programme is held in over 50 countries and has been run in New Zealand by the Comms Council with TVNZ as the major sponsor for two decades.
Marketing Director for TVNZ, Jonathan Symons, and one of this year’s Executive Judges said “TVNZ is a long-term supporter and sponsor of the Comms Council’s Awards and it’s always fantastic to be part of the EFFIES where it all comes together in terms of impactful campaigns. It was a pleasure this year to be part of the executive judging team where we get to see the best of the best. It’s a challenging job to pull out the metal winners, with this year no exception, and all finalists have delivered something special. This year’s gold winners and of course the Grand Effie have something to be very proud of.”
2021 was also the third year that we tallied up results on the Effies Leader Board in which points are given from the show to individual marketers who inspire great work from their agencies and fought within their organisations. Each marketer scores 2 points for a Finalist result, 4 points for a Bronze, 6 for Silver, 8 for Gold, and 12 for the Grand Effie. The Most Effective Marketer for 2021 was awarded to Ben Wheeler from 2degrees for work on multiple campaigns across the three-year period.
Of the 13 Golds awarded on the night, four were taken out by Clemenger BBDO Wellington & OMD Wellington for their work with the New Zealand Government for “Unite Against Covid-19” and their work with the New Zealand Human Rights Commission for their work “Voice of Racism”. New Zealand Human Rights Commission also took out Most Effective Client of the Year for 2021.
DDB Aotearoa took home two Golds for their work on AA Insurance for the campaign “Live a little freer” and their work with Mango Communications for Lion’s “Tiny Pub”. EightyOne, FCB New Zealand, & TBWA New Zealand also each took home a Gold Effie.
There were two standout wins for the 2021 Aotearoa Effie’s, Colenso BBDO took home two Golds for their work with IAG, “Tally”, and their campaign with Skinny, “Friend-vertsing”, they also took home the coveted, Most Effective Agency of the Year Award. But, the Grand Effie and two Gold Effies in Consumer Durables and Best Strategic thinking went to Saatchi & Saatchi and Toyota for “Hilux Unbreakable Bond”.
This year’s Convenor of Judges, Simon Lendrum, said “The Effie Awards remain the gold standard of marketing effectiveness recognition. To claim ownership of our success in business we must be able to illuminate the path that led to it. This year’s winners do just that, demonstrating how great creative strategy delivers outsized results for businesses, brands, and public service organisations throughout New Zealand. Most of this year’s entries were delivered against a backdrop of lockdown, working from home, uncertainties surrounding consumer behaviour and supply chain solidity, and despite all of that achieved great results and tangible returns on investment. Proof, once again, of the power of creative effectiveness.”
The Commercial Communications Council congratulates all the finalists and winners at the 2021 Effie Awards in association with TVNZ. For a full list of winners and finalists, along with the video of this year’s virtual show, hosted by TVNZ’s Taskmaster contestant, Laura Daniels, please head to the Comms Council website.
The 2021 Effie Awards were proudly 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, Facebook, Google, Cartology, and Neuro-Insight.