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FCB New Zealand wins Gold + Best International prize in the IPA Effectiveness Awards in London for its National Depression Initiative campaign

Article - New Zealand , 28 October 2014
FCB New Zealand, CB NZ Agency of the Year, has been awarded a Gold and Best International campaign for its National Depression Initiative, at the IPA Effectiveness Awards, the world's most rigorous and prestigious Awards scheme, which took place in London this evening (27 October).

The Awards showcase and reward campaigns that demonstrate their marketing payback, and provide the richest communications database in the world.
The campaign acknowledged that depression is an all-too-common mental condition that is expensive to treat and, in the worst cases, costs people's lives. To spread awareness and tackle prejudices, FCB New Zealand created an above the line campaign integrated with an online self-help tool. The Journal is a free solution designed to guide people through evidence-based techniques they can apply to their everyday lives to help manage their depression. The campaign achieved a return on marketing investment (ROMI) of 5 for the government and, more importantly, some users reported that it saved their life.
 
Click here to read an interview with Brian van den Hurk, managing director of FCB New Zealand and Simon Sievert, director of interaction, Draftfcb.
 
Says Stephen Smith, chief customer officer, ASDA and one of the Awards' judges: "The judges were impressed by the use of an appropriate brand ambassador to really connect with the NZ public on the taboo topic of male depression. The campaign delivered on insight, creativity, execution and most importantly results."
 
In total, nine gold, 13 silver and 13 bronze prizes were awarded, along with eight special prizes. The top prize of the night, the Grand Prix, was awarded to adam&eveDDB for the second year in a row, this time for its Foster's campaign which changed the way beer brands talked to UK men, to deliver a staggering £32 of revenue per £1 spent on advertising.

2014 IPA Effectiveness Awards winners
 
Special prizes: 

Grand Prix
Foster's, Heineken UK by adam&eveDDB

Effectiveness Network of the Year
OMD

Effectiveness Company of the Year
Grey London

Best Dedication to Effectiveness
Sainsbury's

Best Multi-Market
Only, Bestseller by Grey London and UncleGrey (Denmark)

Best Small Budget
Pancreatic Cancer Action, Pancreatic Cancer Action by Team Darwin

Best International
National Depression Initiative (NDI), Health Promotion Agency by FCB New Zealand

The Channon Prize for Best New Learning
London 2012 (Travel Demand Management), Olympic Delivery Authority / Transport for London by M&C Saatchi

 
Gold winners
·         BHF, British Heart Foundation by Grey London
·         Dacia, Renault UK by Publicis London and Manning Gottlieb OMD
·         Foster's, Heineken UK by adam&eveDDB
·         London 2012 (Travel Demand Management), Olympic Delivery Authority / Transport for London by M&C Saatchi
·         Mercedes, Mercedes-Benz by AMV BBDO
·         National Depression Initiative (NDI), Health Promotion Agency by FCB New Zealand
·         Only, Bestseller by Grey London and UncleGrey (*Denmark)
·         Pancreatic Cancer Action, Pancreatic Cancer Action by Team Darwin
·         Specsavers, Specsavers Optical Group by Manning Gottlieb OMD
 
Silver winners
·         Aldi, Aldi UK & Aldi Ireland by McCann Manchester
·         Be Clear on Cancer, Public Health England by M&C Saatchi
·         Cuprinol, AkzoNobel by 18 Feet & Rising
·         easyJet, easyJet by VCCP and OMD
·         Everest, Everest by MBA and MediaCom
·         Fire Safety, Department for Communities and Local Government by RKCR/Y&R
·         Group of Humanitarian Attention to the Demobilised, Colombian Minstry of Defense by Lowe and Partners (*Columbia)
·         ITV, ITV by ITV
·         Mobile Internet, Deutsche Telekom by DDB Tribal Group (*Germany)
·         Premier Inn, Whitbread by RKCR/Y&R
·         Ready Baked Jackets, McCain by PHD Media
·         Sainsbury's, Sainsbury's by AMV BBDO, Blue Rubicon, PHD Media and Sainsbury's
·         The Salvation Army, The Salvation Army by Mike Colling & Co and WPN Chameleon
 
Bronze winners
·         Aviva, Aviva by AMV BBDO
·         EDF Energy, EDF Energy by AMV BBDO and Havas Media
·         Expedia, Expedia by Ogilvy & Mather London and Expedia
·         Fairy, Procter & Gamble by Grey London
·         first direct, first direct by JWT
·         Garnier UltraLift, L'Oréal by Publicis London
·         Kärcher UK, Kärcher UK by Kärcher UK
·         Lux, Unilever by JWT Tokyo and Unilever (*Japan)
·         Make Health Last, Heart and Stroke Foundation of Canada by Lowe Roche (*Canada)
·         Mattessons / Fridge Raiders, Kerry Foods by Saatchi & Saatchi
·         McDonald's, McDonald's Denmark by OMD Denmark and DDB Copenhagen (*Denmark)
·         MILO, Nestlé Malaysia by Ogilvy & Mather (*Malaysia)
·         Sensodyne Pronamel, GlaxoSmithKline by Grey London
 
(*international campaigns)
 
In total, 70 papers were entered into the competition and were reviewed by an esteemed panel of client and industry judges, headed up by chairman of judges Lord Davies of Abersoch, CBE alongside convenor of judges Lorna Hawtin, disruption director, TBWA Manchester and deputy convenor of judges Bridget Angear, joint chief strategy officer, AMV BBDO.
 
Says Lord Davies of Abersoch: "Despite the variety of different categories, causes, creative, channels and conclusions, what underpins all of these winning campaigns is the clear, unquestionable return on marketing investment that they have generated. Any client in any doubt over the powerful effect advertising can have on a business need only skim these incredible papers to be amazed and convinced of this. I particularly recommend the Grand-Prix winning Foster's paper which details how the campaign transformed the brand into market leader and generated £32 of revenue for every £1 invested."

Says Hawtin: "The IPA Effectiveness Awards are a microcosm of our industry. So many of the challenges we are facing as creative businesses are reflected in these stories. If you want to work out what works, then there's no better place to start looking. The Grand Prix-winning Fosters campaign, for example, is a real fight back story with a happy ending. The judges admired not only the scale of effect versus competitors and previous winners, but also the particular contribution of insight-led creativity to this brand's obvious resurgence."
 
To view further details about the winning campaigns and additional effectiveness content including interviews with clients and agencies, short films of the campaigns and thought pieces from the judging panel, visit http://www.ipa.co.uk/effectivenesswww.ipa.co.uk/ease or www.warc.com. You can also join the conversation on Twitter #ipaeff
 
The 2014 Awards are sponsored by Thinkbox - overall sponsor and supported by Arthur J Gallagher; Campaign; Ipsos ASI; Newsworks; and Warc, the official publisher of IPA case histories.