Damien Shatford of The Sweet Shop directed and edited the web films in this campaign in which leading New Zealand agency creatives are given actual lie detector tests. In one of the web films, Steve Cochran, executive creative director at Colenso BBDO is interrogated by polygraph examiner Gavin Wilson.
For many of the questions, the results show “no deception indicated.” However, there are some departures from that, including when Cochran is asked if more people on the judging committee saw a piece of his agency’s work than the general public. Cochran mulled over his answer for a moment and replied “no.” Two words then appear on screen: “Deception indicated.”
The tagline for the short–which along with the other films on the campaign is hosted on www.resultsdontlie.co.nz–is simply: “The Effies. Results don’t lie,” thus placing emphasis on the gist of the Effie Awards which is to judge work based on its effectiveness in the marketplace.
The web films are designed to raise awareness Down Under of the CAANZ Effie Awards and elicit more entries into the competition. The campaign was devised by Whybin BWA New Zealand whose chief creative officer Tony Talbot explained, “Blame it on the increased importance of the two minute awards video. Blame it on scam ads. Blame it on the myriad categories at Cannes. Whatever the reason, hype and puffery has crept into so many creative award entries that the truth can become a little, how can I put it, distorted at times. The Effies, in contrast, is impervious to hyperbole because it relies so much on hard facts, data and concrete results. And results, as they say, don’t lie.”
On www.resultsdontlie.co.nz, visitors to the site can not only see the leaders of NZ’s advertising industry squirm, but also test their own professional integrity. Using voice stress analysis software, visitors can take their very own polygraph test. They can then print out a personalized poster of their test to proudly display in their office, or bury deep in their drawer, depending on the results.
FCB Stays Atop The One Club’s Year-End Global Creative Rankings
FCB ended the year repeating its top positions in The One Club for Creativity’s Global Creative Rankings, with FCB New York again crowned Global Agency of the Year and FCB Global finishing as Agency Network of the Year for 2024.
The annual worldwide benchmark report is a comprehensive ranking of agencies, brands, countries, and individuals based on points earned from winning entries in The One Club’s eight global, regional, and local awards shows: The One Show 2024, ADC 103rd Annual Awards, Type Directors Club TDC70 competition, Art Directors Club of Europe ADCE Awards 2024, ONE Asia Creative Awards 2024, and The One Club Denver, San Diego, and Miami chapter 2024 awards programs.
“The Global Creative Rankings is the industry’s most comprehensive and transparent ranking,” said Kevin Swanepoel, CEO, The One Club. “There are no secret weightings in calculating the rankings, and unlike others, it’s not hidden behind a paywall. As the industry’s foremost nonprofit organization for the global creative community, The One Club is in a unique position to provide this free, definitive measure for global creative excellence to everyone in the industry.”
Highlights of the Global Creative Rankings 2024 are below.
Global Agency Rankings
FCB New York
Rethink Toronto
McCann New York
TBWAMedia Arts Lab Los Angeles
Serviceplan Germany Munich
Dentsu Inc. Tokyo
FCB Chicago
Marcel Paris
VML New York
Ogilvy PR New York, Publicis Conseil Paris (tie)
Independent Agency Rankings
Rethink Toronto
Serviceplan Germany Munich
Wieden+Kennedy Portland
Brand-Side Agency... Read More