Wellington Agency Triumphs at Awards After Submitting Work 14 Seconds Before Deadline
In a display of courage, caffeine, and clinically concerning procrastination, Wellington creative agency Squelch & Partners has taken out five golds at the annual LintTrap Ad Awards, despite submitting their entries just 14 seconds before the portal closed.
The campaign in question — an elaborate multi-channel activation for a fictional oat milk made exclusively for left-handed parrots — was completed after what the agency calls an 'inspired' 73-hour brainstorming session featuring unlicensed chiropractic adjustments and a metric tonne of Shapes. Head of Strategy, Tam Bradshaw, said the team had, and this is a direct quote, "absolutely cooked it timewise but spiritually found something bigger."
Judges praised the campaign for its obscure cultural references, avant-garde use of LinkedIn polls, and a 19-minute experiential video that played only to people whose Fitbits registered elevated cortisol levels. One juror noted, “It was like someone tossed a TED Talk into a blender with an energy drink ad from 2006. I hated it so much, I loved it.”
Squelch & Partners plan to commemorate the honour by releasing limited-edition NFTs of their Slack thread from the final submission hour, most of which consists of someone repeatedly asking, “Has anyone seen the final PDF?” and another team member replying, “What PDF?” They say the real award was the group IRD audit they triggered by accidentally uploading an invoice for $14,000 worth of Uber Eats labelled "creative sustenance."
The campaign in question — an elaborate multi-channel activation for a fictional oat milk made exclusively for left-handed parrots — was completed after what the agency calls an 'inspired' 73-hour brainstorming session featuring unlicensed chiropractic adjustments and a metric tonne of Shapes. Head of Strategy, Tam Bradshaw, said the team had, and this is a direct quote, "absolutely cooked it timewise but spiritually found something bigger."
Judges praised the campaign for its obscure cultural references, avant-garde use of LinkedIn polls, and a 19-minute experiential video that played only to people whose Fitbits registered elevated cortisol levels. One juror noted, “It was like someone tossed a TED Talk into a blender with an energy drink ad from 2006. I hated it so much, I loved it.”
Squelch & Partners plan to commemorate the honour by releasing limited-edition NFTs of their Slack thread from the final submission hour, most of which consists of someone repeatedly asking, “Has anyone seen the final PDF?” and another team member replying, “What PDF?” They say the real award was the group IRD audit they triggered by accidentally uploading an invoice for $14,000 worth of Uber Eats labelled "creative sustenance."