Heineken Credentials.
Heineken Credentials 2024 is the winner of the 2025 Kantar Creative Effectiveness Awards ANZ.
This was followed by a silver and bronze award for Nescafé - Make Your World (Woodwork) and YoPRO - Feed Your Progress.
Kantar Australia director of creative, Kris Katalbas-Hagamann, said Heineken delivered a simple yet powerful ad.
“Using a well-known tune to elevate the irresistibility of that first sip of beer and demonstrate how sound and silence can be cleverly woven together for effect,” Katalbas-Hagamann said.
Each advertisement was analysed using LINK+ and LINK AI and judged by the consumer and qualitative level by Kantar’s creative team.
“Creative effectiveness delivers 4.7 times greater return on investment," Katalbas-Hagamann said.
"Impact, attention and effectiveness are natural outcomes of creative content rooted in consumer insight and executed with authenticity."
Kantar's LINK database also revealed the five tenets of insatiable creativity in Australia and New Zealand as humour, musical synchrony, cultural trends, brand iconicity and trailblazing.
"When it comes to content and advertising, consumers inherently seek out more entertainment, humour, melody and spirit in what is served up to us in the ever-cluttered media environment,” Katalbas-Hagamann said.
Kantar announced enhancements to LINK creative development, testing and optimisation, which will have more configuration options to recreate any channel or format for in context testing.
Advertisers can now test static ads, including digital display, print and outdoor formats using LINK AI.
Kantar Australia and APAC head of creative, Irene Joshy, said that Kantar is providing unprecedented access to creative effectiveness for all its clients.
“Our latest expansion ensures that we can optimise any media or format, from early-stage ideas to influencer content,” Joshy said.
Coca-Cola adopted the new LINK+ and tested customer experience in their ‘Pick up a Coke, light up the dark’ campaign.
Coca-Cola creative strategy director, Grant McKenzie, said that LINK+ provide genuine value to the consumer and make some kind of difference in their lives.
“What we learned from the process of testing and understanding more about the experience, is that if we want those moments to matter and have that emotional resonance, we need to understand how they're going to land before anyone even steps in that space,” McKenzie said.
2025 Winners – Kantar Creative Effectiveness Awards ANZ
- GOLD WINNER: Heineken - Credentials 2024
- SILVER WINNER: Nestlé, Saatchi & Saatchi Australia: Nescafe - Make Your World (Woodwork)
- BRONZE WINNER: Danone, Emotive Australia - YoPRO - Feed Your Progress
- Nestlé, Global VML & VML Australia - KitKat - Have a Break. Have a KITKAT. (Better Breaks Equity)
- Kimberly Clark, Quality Meats & Vandal - Huggies - Ultra Dry Nappy Pants
- Bunnings, The Brand Agency - Bunnings Trade - Helping Tradies is our Trade
- Reckitt Benckiser, Havas Host Australia - Mortein - Fast and the Filthiest
- PepsiCo, Special NZ - Bluebird - Pebbling
- Goodman Fielder, DDB New Zealand - Freya’s - Variety is Good
- Air New Zealand, Shine, New Zealand - Air New Zealand - The Great Christmas Chase
Highly Commended
- Kellanova, Bastion Australia - Kellogg’s Nutri-Grain - High Protein Crunch
- Nestle, Saatchi & Saatchi Australia - Nescafe Gold - Taste
- Google, 72&Sunny, Australia - Google Pixel - Make Magic | Google Pixel x AFL
- Nestle, Ogilvy Australia - Uncle Tobys Muesli Bars - Unwrap the YEAH!
- Goodman Fielder, DDB New Zealand - Vogel’s - Nothing Compares
- Goodman Fielder, DDB New Zealand - Olivani - Forever Young!
- Tourism Australia, Tourism Australia - Colours of Australia (Taylor’s Version)
- iNova, Connecting Plots - DermaVeen - Feel Real Good Body
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