Effective gold - the Effie winners

2:45 PM, 7 November 2016

Honoring truly effective advertising -- Effie awards NZ

Winning the big advertising awards should be challenging. They should recognise outstanding work. That message was loud and clear at this year's Effie Awards with just seven golds awarded.

The Effie Awards are so highly coveted because the emphasis is on results, achieved by clear strategic thinking and execution through creative ideas.

Congratulations to Grand Effie winners Colenso, BBDO and ANZA member, DB for the 'Brewtroleum' campaign.

In addition to the Grand Effie, Brewtroleum also nabbed two gold, one silver and two bronze awards.

"Brewtroleum was a really strong idea," said guest international judge Merry Baskin from Baskin Shark in the UK. "[It was] an out-of-the-boundary piece of creative work that has become globally famous. In a declining category and a changing market, this campaign managed to turn sales and they even got another company (Gull Petroleum) to come on board and help with this task."

It was such a bold idea, that it also saw DB Breweries declared the 'Bravest Client' of the year, while Brewtroleum also receiving two further golds, one silver and two bronze awards.

Who else stood up to the Effie challenge?

Brewtroleum may have came out on top on the night, but it was far from a forgone conclusion, with the Heart Foundation's 'Heart Attack Act' campaign providing some stiff competition.

Judges presented the Heart Foundation and Barnes, Catmur & Friends Dentsu with a highly commended award in the Grand Effie category, having won golds in the 'charity/not for profit,' 'limited budget' and '€˜most effective strategic thinking' categories.

The only other two campaigns to have won gold awards were 'Do you care enough to be a cop?' by Ogilvy & Mather for NZ Police, and 'Fashion as it should be' for Ziera by 99.

Here's the full list of all the winners.

What are your thoughts on the Effies? Are truly effective campaigns receiving sufficient recognition? All feedback, queries, and opinions are welcomed to lindsay@anza.co.nz

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