Clemenger BBDO’s viral ad involving three kids pretending to be stoned in a car took home the top prize last night at the ad industry’s top creative award show.
Networked agencies dominated the Axis Awards show last night which 800 of ad land's best attended.
The event was hosted by The Radio Network’s Andrew Dickens, who aside from a few annoying plugs, got through the ceremony in an extremely efficient manner.
The host instructed audiences when to eat and when to clap to rip through the ceremony in 90 minutes.
The top prize for an individual campaign went to Clemenger BBDO’s “Blazed” for long time client the New Zealand Transport Agency (scroll to end to view). Clemenger also took home a grand prix and four golds for the one TV ad, which was directed by Taika Waititi.
The ad aimed at making Maori men aware of the dangers of drug driving, was made to air on Maori TV and cost $250,000 to produce. It went viral and captured headlines around the world with no social media spend.
Colenso BBDO/Proximity’s “Smart Phone Line” work for client Samsung – a favourite to win following success at last week’s NZ Direct Marketing Awards - took home a grand prix in the outdoor category. The agency picked up seven gold axis awards spread among key clients Samsung, BNZ and Fonterra brand Tip Top.
Colenso’s award haul meant the ad shop won creative agency of the year award based on points. On receiving the accolade, managing director Nick Garrett praised the work of departing creative director Levi Slavin who heads to New York this week to join top ad agency Anomaly.
Mr Garrett also thanked former DDB chief executive and CAANZ president Sandy Moore.
Insurance brand NZI had a big win with its “Devil’s Chair” – an animated campaign with the strapline “bad’s not going anywhere, and neither are we.”
The campaign won gold for DraftFCB and a grand prix for production house Assembly. DraftFCB also won a gold for its charity work for Unicef.
DDB also took home golds for work for Lion’s Steinlager brand, and the beer giant took home the creative business of the year award.
Saatchi & Saatchi had a better faring this year, taking three golds; two for its Beer Plumber prank for DB Breweries brand Tui and one for ASB’s Like Loan campaign.
The lifetime achievement award was given to CAANZ president Sandy Moore who said he was shocked and that he had in fact prepared a speech honouring someone else.
CAANZ chief executive Paul Head gushed over the veteran ad man, saying that there was no one more deserving of the award.
During Mr Moore’s tribute video it was speculated that Mr Moore loves the DDB brand so much he has the logo tattooed on his bottom.
He did not deny the claims.
View photo's from last night's gala dinner here.
View full list of winners here.
Major award winners (Source: CAANZ)
|
Award |
Agency |
Advertiser |
Entry Title |
|
|
Grand Axis |
Clemenger BBDO |
New Zealand Transport Agency |
Blazed |
|
|
Creative Agency of the Year |
Colenso BBDO/Proximity New Zealand |
|
|
|
|
Creative Business of the Year |
Lion |
|
||
|
Production Company of the Year |
The Sweet Shop |
|
|
|
|
Craft Grand Prix - Direction |
Curious Film |
New Zealand Transport Agency |
Blazed |
|
|
Craft Grand Prix - Animation/Design/Visual Effects |
Assembly |
NZI |
Devil's Chair |
|
|
Grand Prix - Out-of-Home |
Colenso BBDO/Proximity New Zealand |
Samsung New Zealand |
The Smart Phone Line |
|
|
Grand Prix - Screen |
Clemenger BBDO |
New Zealand Transport Agency |
Blazed |
|
|
Lifetime Achievement Award |
Sandy Moore - DDB |
|||
|
Emerging Talent |
DraftFCB New Zealand |
Kevin Walker and Melina Fiolitakis |
||
|
TVNZ Axis Student Challenge Award |
Sam Pascoe and Hannah King |
Media Design School |
Share the drama – Coke |
|
Below is a list of the Gold Axis category winners:
|
Category |
Agency |
Advertiser |
Entry Title |
|
Animation/Design/ Visual Effects |
Assembly |
NZI |
Devils Chair |
|
Charity |
DraftFCB New Zealand |
UNICEF |
UNICEF Food Photos |
|
Copywriting |
Clemenger BBDO |
New Zealand Transport Agency |
Blazed |
|
Digital/Interactive Campaign |
Colenso BBDO/Proximity New Zealand |
Bank of New Zealand |
EmotionScan |
|
Digital/Interactive Campaign |
Colenso BBDO/Proximity New Zealand |
Samsung New Zealand |
The Smart Phone Line |
|
Direct Campaign |
Colenso BBDO/Proximity New Zealand |
Samsung New Zealand |
The Smart Phone Line |
|
Direction |
Curious Film |
New Zealand Transport Agency |
Blazed |
|
Direction |
Assembly |
NZI |
Devils Chair |
|
Editing |
The Sweet Shop |
Lion |
Be The Artist |
|
Integrated AXIS |
Colenso BBDO/Proximity New Zealand |
Samsung New Zealand |
The Smart Phone Line |
|
Long Form Branded Content |
Clemenger BBDO |
New Zealand Transport Agency |
Blazed |
|
Magazine Campaign |
DDB Group New Zealand |
Lion |
Be the Artist |
|
Out-of-Home Campaign |
DDB Group New Zealand |
Lion |
Be the Artist |
|
Out-Of-Home Special Build |
Colenso BBDO/Proximity New Zealand |
Samsung New Zealand |
The Smart Phone Line |
|
PR |
Saatchi & Saatchi New Zealand |
DB Breweries - Tui |
Beer Plumber |
|
Radio Single |
Colenso BBDO/Proximity New Zealand |
Fonterra Brands (Ltd) Tip Top |
Voice Transplant |
|
Social |
Saatchi & Saatchi New Zealand |
ASB Bank |
Like Loan |
|
TV Single Commercial Above 30' |
Clemenger BBDO |
New Zealand Transport Agency |
Blazed |
|
TV Single Commercial Above 30' |
DraftFCB New Zealand |
NZI |
Devils Chair |
|
Viral Film |
Saatchi & Saatchi New Zealand |
DB Breweries - Tui |
Beer Plumber |
|
Viral Film |
Clemenger BBDO |
New Zealand Transport Agency |
Blazed |
|
Websites and Microsites |
Colenso BBDO/Proximity New Zealand |
Bank of New Zealand |
EmotionScan |
Victoria Young
Fri, 07 Mar 2014
Fri, 07 Mar 2014
© All content copyright NBR. Do not reproduce in any form without permission, even if you have a paid subscription.
'Blazed' crowned most creative ad of the year
36312