Does your agency’s work live up to Campaign’s Global Agency of the Year?
CampaignThe Global Agency of the Year awards allow stores around the world to compete to be named the best store in their field.
The deadline for registration is February 10. The shortlist will be announced in March, followed by the winners in April. More information is available at Global Agency of the Year Website.
Nominees are judged by an international panel of marketers, including Dhiren Amin, Marketing Director, Asia at Kraft Heinz, and Lex Bradshaw-Zanger, Digital and Marketing Director, L’Oréal, UK and Ireland.
Agency titles up for grabs include: Brand Experience Agency, Consultancy, Creative Agency, Customer Engagement Agency, Digital Innovation Agency, Independent Agency, In-House Agency, Media Agency, Performance Agency, and PR Agency.
There are also categories of people, including the possibility of being named Campaign‘s Global Creative Leader of the Year and recognizes the company’s CSR initiatives.
Among last year’s UK winners, R/GA London won Global Digital Innovation Agency of the Year, Croud won Performance Marketing Agency of the Year and Amplify won Agency brand experience of the year.
Special Group, which has offices in New Zealand, Australia and the United States, has been appointed Campaign‘s Global Creative Agency of the Year, ahead of Adam & Eve/DDB, BBH Singapore, Mother and The Brooklyn Brothers.
The group’s management team from its three offices selected five works that demonstrate why Special Group emerged victorious in the hotly contested category.
Uber Eats “Tonight I’m going to eat…”
Australia and United States
Tom Martin, Creative Director and Partner, Special Group Australia
After launching the “Tonight, I’ll be eating…” platform for Uber Eats in Australia in 2017, Uber Eats rose from the fourth category to the first place. We had the chance to export the idea, launching it in other markets, including Japan, Taiwan and New Zealand.
It was in 2020 that we were given the enormous task of launching the campaign in North America. The idea uses unexpected iconic duos to create not just an advertisement, but a cultural moment. With America known for its stature and Hollywood blockbusters, we knew we had to give them a pair that packed with some serious cultural punch.
So we launched with two icons from, arguably, two of the most well-known film/TV franchises in history – Mark Hamill and Sir Patrick Stewart. We cast them in a comedic showdown that embodied the debate that generations of fans have had over which franchise is best.
The result was a campaign that was shared over 125 million times in just two weeks, and we couldn’t be more proud of the efforts of everyone involved; in the United States and Australia. The confrontation of these rival megastars was then followed by the epic and unusual couple of weird eyeby Jonathan Van Ness with Olympic gold medalist gymnast Simone Biles. Two works that served as a business card for the arrival of Special in the United States.
Tourism New Zealand “Hello World”
Australia and New Zealand
Tony Bradbourne, Founder and Managing Director, Special group
Research found that while travelers may have come to New Zealand for the scenery, they ended up leaving New Zealand raving about the people. In order to truly build on this unique insight and display our manaakitanga – which is a Maori word for hospitality – we needed to do something different, something really big.
Our creative idea was “Hello World”, where we invited another Kiwi to greet the world with a “Hello”. All. Alone. Day. For a whole year. It was such a beautiful play – New Zealand is the first country in the world to see the sun, so our optimism and warmth helped set the tone for the world, against some very serious global issues.
Over 605 million impressions and 12 million likes and comments later, searches for “New Zealand” have increased by a record 1,590%. It received the highest gold Effie award in the world in 2020, an integrated Grand Prix at Spikes Asia and Campaign of the Year by Ad News and Mumbrella.
He has won over 20 international awards, including Pencils at D&AD, One Show and Australia’s AWARD. Tourism New Zealand Marketing Manager Brodie Reid also concluded it was their “most effective campaign ever”, which is exactly the kind of feedback you want to hear from a customer. .
Every Kiwi vote counts ‘Meddling in New Zealand’s election’
Lisa Fedyszyn, Executive Creative Director, Special group
Almost a million New Zealanders live abroad. But only one in 10 voted in the 2017 New Zealand elections. That left a large number of Kiwis with no say. So, to influence foreign non-voters to become voters in 2020, the non-partisan Every Kiwi Vote Counts initiative turned to online voter influence experts. Yes, we turned to the Russians.
Our Russian spokesperson, Viktor, has targeted overseas Kiwis on social media, through PR and from outside, explaining how easy it is to “meddle in New Zealand’s election “. And, like any good Russian intruder, it got results – with 80 million impressions, overseas votes up 42% and a direct impact on New Zealand’s makeup.
This was based on pure cultural insight – with Russian interference in the US election dominating the news, we knew we could look to our Russian friends to help influence the New Zealand election. We may be forgotten on the map – but democratically we are not forgotten.
The Lincoln Project “Walk of Shame”
William Gelner, Creative Director and Partner, Special Group US
Data showed that in the 2016 US presidential election, a surprising number of suburban women voted for Donald Trump. But during his four years in power, they had reservations about their decision. Using a simple lo-fi animation of the elephant, the symbol of the GOP, we took an emotionally impactful moment, the morning after walk of shame, and transferred those empty feelings to Trump voters who might regret their choice. of 2016.
The spot let these people know that they could fix the tough night / tough four years by voting for Biden. The one-minute spot, which aired on Facebook, YouTube, Twitter and Instagram, was featured on MSNBC, shared by numerous radio programs across the United States and viewed over a million times on YouTube . So, we’d like to think that our very first campaign in the United States helped overthrow a president.
Uber eats”Wayne’s World at the Super Bowl”
Australia and United States
Julian Schreiber, Partner and Chief Creative Officer, Special Group Australia
When Uber Eats asked us to create a spot for the Super Bowl in the middle of the 2020 roller coaster, we knew it had to be something that wasn’t just big, but meaningful.
We didn’t just want to create an ad campaign, we wanted to start a national campaign in support of local restaurants. But we wanted to do it the Uber Eats way, getting the serious message across by creating an entertaining cultural moment. So we met Wayne’s World local access features Mike Myers and Dana Carvey.
With Uber Eats committing $20 million to a restaurant relief fund, Wayne and Garth have become the perfect local “voice” for the campaign. They effortlessly tapped into a huge, multi-generational fanbase by poking fun at every major advertising trope in the Super Bowl book. The campaign was shared on all major television networks, including NBC Tonight’s show, entertainment tonight, hello america and Today’s show.
But one of the things we’re most proud of about this campaign wasn’t played during the Super Bowl commercial break. It was the creation of the two-and-a-half-hour film with Wayne and Garth individually thanking and showing support for the more than 85,000 local restaurants on Uber Eats. It spilled online during the Super Bowl and contained easter eggs of entertainment throughout, rewarding viewers for sticking around and seeing all the restaurants. The entire production team pulled out all the stops to make this happen (as well as of course Mike and Dana!).