We were given the task of communicating to a very specific audience; so broadcast media would not suffice.

We needed to be very direct in the channels we used, which is why we opted for online films, interactive website and banners, direct mail and a live event.

We filmed these polygraph tests and released them weekly on resultsdontlie.co.nz. EDMs, industry blogs, and hand-stamped polygraph test results worked together to direct the industry to the films.

Not only did we expose the truth behind some award winning campaigns, we positioned the Effies as the only award show based truly on results.

The online films attracted substantially more views than the number of people in the New Zealand advertising industry. Because of the films, the campaign was much talked about within the industry and many people participated in contributing interview questions for the live polygraph test through online blogs.

Over 500 of the industry’s most influential people attended the live polygraph test at the awards show.