19 August, 2011
nzherald.co.nz wins award for ground-breaking campaign
nzherald.co.nz scooped the top branding award for digital for the NZ Notworth News campaign at the Pacific Area
Newspaper Publishers’ Association’s (PANPA) annual awards last night.
The NZ Notworth News campaign was a game changer within the category with PANPA judges describing it as “creative and
sassy”. nzherald.co.nz publisher APN Online, and creative agency, M Saatchi created a fake news team, who each day parodied real, current news stories with their own particular bias.
The satirical stories were then linked back to real articles and videos on www.nzherald.co.nz.
APN Online Marketing Manager, Sarah Kenny says, “What the campaign delivered was something bold, unexpected and unlike
anything else seen before. Yet it was completely relevant to the brand and its position. It was born from strategic
thinking and it focused on a single minded proposition – that if you want news you can trust, then head straight to
nzherald.co.nz.”
M Saatchi Creative Director, Dave King adds, “We had a lot of fun working on this campaign with the APN Online team. It’s
not every day that a client lets you do what they let us do. It’s a magic result.”
The 2011 Awards were the largest to date with over 1,000 entries from throughout the Asia-Pacific region received.
A full list of winners will be found at: http://panpa.org.au/awards/
The campaign site is also still live at: http://nznotworthnews.co.nz
ENDS