Mark wins Butterfly Award round 4 for ANZ
Mark has won the fourth round of Ninemsn’s Butterfly Award for its ‘Sneaky Thief Banners’ execution for ANZ. The ad, to launch ANZ’s Fraud Money Back Guarantee campaign, features two synched banners and depicts a rather sexy cat burglar crawling along the top banner, sawing a hole through the ‘ceiling’ of the lower banner to reach in and steal an ANZ card. The call to action: “You can protect your card from falling into the wrong hands,” runs across the top of the banner.
Mark executive creative director Gavin McLeod (left) said for the concept towork the execution needed to look as realistic as possible: “So insteadof going with a standard photoshopped execution, we created and shoteverything live in a photography studio. The results speak forthemselves,” Mcleod said.
He also commented on theeffectiveness of the banners, which he said were a great example of theeffectiveness that can be achieved with imaginative use of rich media:”This should be of interest to clients debating whether to invest inrich media placements,” says Mcleod.
The Butterfly Awards rewardrich media online executions that demonstrate powerful brand building,clever integration and creative cut through.
The prize is alunch to the value of $1500 at a venue to be chosen by the winningteam. The best of the four quarterly Butterfly Award winning entrants win a trip to the 2010 Cannes Advertising Festival.
11 Comments
Are you sure this isn’t a banner ad and press release from 1999? If not, I’m guessing it was the only ad entered in the comp?
I’m not going to comment on the work cause I think it’s alright, but Gav’s a great guy and Mark’s a good place. Gav and the crew are pretty up to speed so I’m sure if they’re PR’ing this, it’s good stuff.
Justin, the world needs more pessimism. I’ll be the first to admit it. Please go back to criticism school. It’ll do you a world of good.
May 26, 2010 12:24 AM
yes good guys at mark, i know a few of them too but honestly… pr’ing a banner ad?
whats the point?
The guys at MARK are top blokes, but I wouldn’t be PRing a banner ad.
PRing the average stuff dilutes the reputation of the agency.
I’m glad I saw it.
It’s raised the banner bar.
Old creatives hate this kind of thing.
They’re sooooooooo scared of digital – cause they can’t do any.
Man up dinosaurs.
Gav, you should really pull that shot into Photoshop and fix up your collar.
A) “features two synched banners and depicts a rather sexy cat burglar crawling along the top banner,”
There’s no top banner and no sexy here.
B) “The results speak for themselves”
What results?
“… but I wouldn’t be PRing a banner ad.”
Is a gold lion for a banner and is worth less than a gold lion in TV?
Anon.
P.S. I’m not saying this is worth a GL.
Don’t work for MARK but if you saw the banner in situ as I did it’s executed very well.
Congrats. (would like to know more about these Butterfly Awards tho??)
I would definitely PR a great banner ad. If it’s great.
This raises an interesting question, 12.24. What exactly is the hierarchy of media? You clearly have one in mind. Is print superior to TV? Is a banner ad inferior to a radio ad? Does it matter? Wouldn’t a great idea be a great idea regardless of where it appears? Isn’t that the business we’re in?