Communication Agencies Association Of Nz: Share The Love

Credits & Description:

The advertising industry is a competitive one. So when it’s time for award season, professionals end up criticizing each other’s work instead of celebrating it. The Communication Agencies Association of New Zealand wanted to change this cutthroat environment and sell out tickets to the 2014 Axis Awards. So, the industry association worked with creative agency Clemenger BBDO to launch the “Share the Love” campaign.
To get agencies to show a little camaraderie, agencies were asked to make promotional videos for competitors. Each agency devoted free time and resources to the project and featured the work competitors planned on showcasing at Axis 2014. The videos were released via eDMs that aligned with Axis announcements and distributed to the event’s database members over the next few months.
Not only did the campaign generate amity, but it also stretched the association’s 14,000 NZD budget. The campaign’s microsite received seven times more unique views than Axis database, and the show sold out.
Agency: Clemenger BBDO
Client: The Communication Agencies Association of New Zealand
Managing Director: Andrew Holt
Creative Team: Philip Andrew, Brigid Alkema, Erik Hay, Andrew Holt, Peter Vegas, Sam Dickson, Tom Savage, Barnes Catmur, Mark Lorrigan
Account Director: Claudia Zwimpfer
TV Team: Marty Gray, Jen Gasson, Dan Monaghan
Senior Developer: Jeffry Ghazally
Digital Designer: Ryan Christie