Auckland Agency Wins Bronze Pencil for Best Strategic Use of Birthday Cake
AUCKLAND – In an awards season twist no one saw coming (including the client who funded it), boutique agency Crumb & Co has snatched a coveted Bronze Pencil at the 2025 Locally Relevant But Internationally Ambiguous Creative Awards (LRBIA) for their three-tiered masterpiece, "The Engagement Cake."
The campaign, developed for OfficeMax’s mid-tier stationery range, hinged on a single moment: surprising an unsuspecting accounts assistant named Trudy with a life-size red velvet cake shaped like a weekly planner. The activation was filmed in vertical format, scored with an instrumental ukulele cover of 'Royals,' and uploaded to an internal Slack channel by mistake. Despite that, it organically reached 19 people and two interns' parents.
Reviews from staff were mixed. Creative Director Simon Featherstone praised the concept as “visually punchy and full of flavour synergies,” while Planner Jess R. (last name redacted after the Sherbet Scandal) admitted she didn’t understand the strategy, but appreciated the use of edible glitter in conveying brand trustworthiness.
LRBIA judges cited the campaign as “an unflinching examination of calendar-led chaos and the resilience of team bonding under lactose pressure.” Crumb & Co has since announced they will now offer Edible Ideation Workshops for clients brave enough to brief without KPIs. OfficeMax has declined all further comment, issuing only a statement reading: “We did not ask for this.”
The campaign, developed for OfficeMax’s mid-tier stationery range, hinged on a single moment: surprising an unsuspecting accounts assistant named Trudy with a life-size red velvet cake shaped like a weekly planner. The activation was filmed in vertical format, scored with an instrumental ukulele cover of 'Royals,' and uploaded to an internal Slack channel by mistake. Despite that, it organically reached 19 people and two interns' parents.
Reviews from staff were mixed. Creative Director Simon Featherstone praised the concept as “visually punchy and full of flavour synergies,” while Planner Jess R. (last name redacted after the Sherbet Scandal) admitted she didn’t understand the strategy, but appreciated the use of edible glitter in conveying brand trustworthiness.
LRBIA judges cited the campaign as “an unflinching examination of calendar-led chaos and the resilience of team bonding under lactose pressure.” Crumb & Co has since announced they will now offer Edible Ideation Workshops for clients brave enough to brief without KPIs. OfficeMax has declined all further comment, issuing only a statement reading: “We did not ask for this.”