Rapp Tribal wins Webby while fighting for pay equality

UPDATE: Rapp Tribal is the only New Zealand agency to win a Webby Award this year, catching the eye of the judges for its Demand Equal Pay corporate social responsibility campaign in partnership with the YWCA. Interactive, print and media elements worked together to raise awareness of New Zealand's pay disparity between men and women.

The Webby Awards honour creative web development and online multimedia. Rapp's entry was one of 11, 000 this year – with it being the only Kiwi agency nominated in any category (although there were several New Zealand honourees). Wellington digital agency Resn was involved in the critical execution of three nominated works, but wasn't an official nominee (that honour going to Resn's agency clients instead).

Although it won the overall Webby, Rapp's campaign was beat out by Coca-Cola's Arctic Home environmental campaign for the people's choice award in the CSR category.

Original Story: New Zealand advertisers and web folk are once again in the play at the Webby Awards, which recognises innovation and creativity in the interactive and digital space. 

At this stage the nominees and honourees have been announced. Nominees are the finalists in contention for a shot at the taking out their category, while honourees are runner ups who have created content worth mentioning. Rapp Tribal is up for an award in the Corporate Social Responsibility campaign for its work on Demand Equal Pay, the only New Zealand company to be a nominee this year (by our reckoning).

Overall Nike leads with 17 nominations, followed by Google, The New York Times and HBO which have 12 nods each. The awards will be announced at a ceremony on May 22 (US).

The list below was compiled through several searches and scouring the honourees list – if we've missed any please do let us know and we'll update the page. All the nominees and honourees can be found here.

// Nominees:

Corporate Social Responsibility Campaign - Rapp Tribal for Demand Equal Pay

// Honourees:

Integrated Campaigns - Colenso BBDO for V Motion Project

Integrated Campaigns - DraftFCB Auckland for Driving Dogs

Experimental & Innovation - Colenso BBDO for Trial by Timeline

Best User Experience -

Consumer Services & Electronic Services (ad & media) - Tango Communications for Lumix Pro Am

Best Writing (online film & video) - String Theory for Metamorphisis

Youth - Consortium Advertising for AUT CareerTracks


The Webby's don't do production credits, but Wellington agency Resn has three pieces of work it concepted and built in the nominee list.

The REI 1440 Project with BBDO Atlanta in websites: best navigation structure, The Camry Effect with Saatchi & Saatchi LA for websites: car sites and car culture; and Hennessy Never Stop Never Settle with Droga5 in interactive advertising and media: food and beverage.  

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