Finalists announced in inaugural Best Effect Award
Media Release
September 6, 2012
Easy wardrobe storage system, a humane possum trap and new branding for traditional meat products are among finalists in
inaugural Best Effect Award
A humane possum trap, a power company that taught people to like them, and an intuitive and easy to assemble storage
system are among seven finalists in the inaugural Best Effect award to be announced at the Best Design Awards on October
5 at the Viaduct Events Centre in Auckland.
As the judging panel, led by convenor Noel Brown, noted, the Best Effect Award is a radical departure for design awards
in New Zealand because entrants were not judged by designers or on the quality of their design. The judges, who were
“hard nosed” business people, were looking at the bottom line or in the judges’ own speak, they were looking for “return
on investment for the companies who had commissioned the work.”
The award attracted strong interest from all the design disciplines and ranged from small start ups, to large
corporates, to small and large exporters, and the arts and non for profit organisations were also represented.
Said the judges: “Some entries made ground breaking use of digital and particularly social media to open up new channels
to market or improve customer engagement.
“The best effect finalists represent a broad, deep and significant contribution to New Zealand business.”
The finalists in the 2012 Best Effect Award are:
Goodnature A12 Automatic Humane Possum Trap (Design studio: Goodnature. Design directors: Stu Barr, Craig Bond and Robbie van Dam) The largest cost for ground
control of pests and predators is labour costs. Goodnature, with the support of the Department of Conservation (DOC) has
developed the first humane trap for possums, New Zealand’s most ecologically harmful pest. But as well as being humane
as it kills possum instantly, the trap is also economically viable as it is powered by a CO2 cansister which resets the
trap 12 times and is easy to set and install. As the judges noted, developing non-toxic pest control alternatives
further positions New Zealand as a global conservation leader.
Powershop (Design Studio: DNA. Design director: Simon Coley) Powershop, a rapidly growing on line energy retailer, was launched in
February, 2009 with design playing a crucial role in its development. Its aim was to give consumers more information
about and greater control over their power consumption, rather than, as happened with traditional power companies,
keeping them in the dark. This open policy worked as in last year’s Deloitte Fast 50 Powershop won the title of New
Zealand’s fastest growing energy company.
Z Energy (Design studio: Jasmax. Design director: Time Hooson) Z Energy’s head office engaged Jasmax to refurbish and “energise”
their head office environment. Jasmax created an open plan team approach with informal meeting hubs, a range of meeting
rooms and a colour scheme which linked to their brand colour palette. The walls are white on white, with 3D pieces used
for emphasis and photographs capturing real shots of customers in their locations.
Hellers (Design Studio: Dow. Design Director: Donna McCort). Hellers is the market leading small goods brand in New Zealand and
as it increased product development it hired design company Dow to revitalise the brand and take the company to the next
stage. The brief was to communicate that, at its heart, Hellers was still a “passionate local butcher.”
GetSorted (Design Studio: Locus Research Ltd. Design director: Rogier Simons, Timothy Allen) International Merchants (IML) are
niche distributors and at the end of 2008 wanted to find an effective response to one of their key markets – wardrobe
storage. Locus Research provided a fully integrated external “design team” to come up with an easy to assemble,
intuitive storage system, GetSorted. The product was also a market first as it was constructed of material that absorbed
moisture away from clothes. GetSorted has been adopted as a leading storage range by Bunnings Australia, and the range
has also just entered the South East Asian market.
Do Your Thing (Design studio:DNA) This project aimed to assist AMP to broaden their customer base for their scholarships, which had
come to be seen as somewhat elitist. DNA created a communication platform, Do Your Thing, which celebrated a wide range
of Kiwi experiences, and in particular used social media to encourage a wider base of entries. The results were
impressive, leading to more entries than any previous year. A new initiative – public voting - was a dynamic part of the
campaign and attracted voting from 150 countries.
Silver Fern Farms (Design studio: Designworks Auckland. Design director: Jeff Wong) The aim of this project was to rebrand the business
and transform meat processor PPCS into a more marketing oriented, export driven company, Silver Fern Farms. Designworks
was briefed to create a premium international food brand and also to help shift the culture and company reputation into
an industry leader position. Research showed that consumers would pay more per kilo for a high branded product, with
distinctive uncluttered packaging, and with a choice of retail packs sized for smaller families and couples. Boldly
claiming to be “Proudly New Zealand made” Silver Fern Farms range of premium lamb cuts was accepted into some 220 Tesco
stores in September, 2011 across the United Kingdom.
The Best Effect Award will be announced at the Best Awards dinner to be held on Friday, October 5, 2012 when winners of
the other disciplines: spatial, interactive, product, graphic and product will be announced, along with another new
award, Nga Aho, celebrating the best of Pacific and Maori designers and design.