Growing effectivity with Apex Awards 2015

Posted: July 22, 2015

Joe Public is proud to have scooped a Bronze Apex Award in last night ACA APEX Awards Ceremony in the Launch Category in partnership with Mediology for the FoordCorp ‘Canine Cuisine’ campaign. Along with also being named a finalist for 'Project English' for One School at a Time.

Published: 21 July 2015 - The APEX Awards, regarded as the top award programme measuring efficacy in the advertising and communications industry, took place at the Sandton Convention Centre last night. The ceremony marked its 20th anniversary in grand style to match the quality of work in all categories – with even a Grand Prix awarded to Lowe + Partners Cape Town for its ‘Get me to 21’ campaign for the Organ Donor Foundation.

Apex “Once more, this year’s winning submissions reflect the teamwork, creativity and deep understanding of the target markets that are required in order to deliver effective communications campaigns,” comments CEO of the Association for Communications and Advertising Odette van der Haar.

The big winner of the day was Lowe + Partners Cape Town, taking a Gold and Grand Prix for the ‘Get me to 21’ campaign, but a number of other agencies fared well, including Ogilvy & Mather and FoxP2.

Bronze and silver were awarded in the Launch category, with bronze to FoxP2 for its Garagista ‘Anti-Hipster’ campaign and Joe Public and Mediology for the ‘Canine Cuisine’ campaign and silver to Ogilvy & Mather Johannesburg for its KFC ‘Discover Life – Discover the crunch’ campaign. The Sustain Category saw two silvers and a gold being awarded respectively to FoxP2 for its Ster Kinekor ‘FOMO: Great moments at their greatest’ work, Oil @ Lowe + Partners Johannesburg for its ‘Fast growth for Slow-Mag’ campaign for Merck Pharmaceuticals and Ogilvy & Mather Cape Town for the Castle Lite ‘Extra Cold’ campaign.

It was the Change category, however, that featured the highest proportion of winning work. The King James Group, DDB South Africa and Ogilvy Johannesburg won bronze for their ‘Sanlam One Rand Man’, ‘Aromat – chasing 53 million eggs’ and ‘KFC Ka-Ching’ work respectively. Silver went to House of Brave for its ‘1Life Putting Life back into 1Life’ campaign. Gloo and Ogilvy & Mather Johannesburg won gold for the ‘FNB ATM Switch’ campaign, while Lowe + Partners Cape Town took gold and the Grand Prix.

“The Lowe Cape Town team realised that if they were going to find a successful solution to rapidly combat a general lack of awareness and the national state of apathy towards organ donation, it was going to need to be out of the ordinary,” the agency notes. Jenna Lowe, the 20-year-old catalyst for the campaign, was definitely out of the ordinary – suffering from Pulmonary Arterial Hypertension and needing new lungs, she was the focus of the campaign to drive signing up as an organ donor. “As a result, in just 67 days the campaign not only obliterated the negative year-on-year growth rate, but actually transformed the -9.04% decline, into massive +120.75% annual registration growth rate for the Organ Donor Foundation.”

The quality of the winning work, says Van der Haar, indicates that the APEX Awards have grown into an asset both for the ACA and the industry at large. “From the integrated nature of the campaigns, through to specifically targeted consumers within a single medium, these winning campaigns have not only resulted in generating profits for the client, but furthermore have had an impact on audience knowledge, attitude and approach. The very high standards that have been a feature of APEX throughout the years has been upheld and winners are viewed as true leaders within the industry,” she concludes.

Big take-out: The APEX Awards continues to attract high-quality work, as the winning entries prove. Lowe + Partners Cape Town shone on the night, taking both gold and the Grand Prix in the Change category for the ‘Get Me to 21’ campaign.

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