The New Zealand Effie Awards acknowledge the country's most effective advertising. But with entry numbers flat-lining, and both agencies and clients viewing these awards with either dread or suspicion, something
needed to be done to restore both credibility and participation.
We heroed the real judge of advertising - the consumer. But instead of featuring Mr or Mrs Average Consumer, we secretly tracked down and photographed the partners, parents, siblings or kids of leading advertising
people and clients. The sort of industry figures usually found on awards juries. They knew nothing about
the involvement of their nearest and dearest until the DM arrived on their desk. As you can imagine,
the surprise was audible throughout ad agency offices around the country. It was the most personally targeted campaign imaginable. Entries were up a staggering 100%. And tickets are selling fast for the awards show.