Colenso BBDO may be currently dealing with the loss of one of its biggest clients, but there was a ray of light last night at the Aotea Centre when its creative team took home the $10,000 booty after its ‘Home Alone’ ad for Pedigree Dog Food was named the newspaper ad of the year.
Local judges for the Newspaper Ad of the Year and Digital Newspaper Advertisement of the Year were Mike Barnwell, Publicis Mojo; Dave Brady, DDB; Rob Jack, Special Group; Steve McCabe, DraftFCB and Antonio Navas, Saatchi & Saatchi.
International chairman of judges Neil French felt the flow-chart ad was “near-perfect”.
“In the first place, it allows the reader to be involved ... the ad isn’t a puzzle (a genre which I loathe), but it does take a while to figure out. In the end, it gives the reward of a smile and a chortle, and of empathy with the brand. These people know what it’s like to be a dog.”
Slightly surprisingly, the ad wasn’t one of the monthly winners chosen throughout the year. And, away from print, Colenso’s Pedigree Doggelganger adoption drive campaign has been a bit of a viral hit.
The Digital Newspaper Advertisement of the Year award went to DDB for its McDonald’s Buffer Burger advertisement, which used – and then ignored – Shane Warne as part of its 'so tasty it sells itself' campaign.
In a first for the NAB ad awards, the Great Debate/Cockfight also took place. The topic was Art vs Copy and the importance of each in print and Toby Talbot’s team won mooting for copy, beating out ex-creative/art director Paul Taylor’s team.
The Student Newspaper Advertising Competition for young’uns from AUT and The Media Design School, sponsored by The Press, was won by Salah Ben-Brahim and Zoe Hilton from The Media Design School, for Cold Cases. They took home $500 for their trouble.
The 48 hour Topical News brief competition – and $250 – was won by Craig Douglas and Paul Strong, also from The Media Design School, for their topical ad about Kronic.