Advertising Creative Excellence at AXIS Awards
June 10 2005
Advertising Creative Excellence Honoured at 25th AXIS Awards
An edgy campaign incorporating direct, outdoor and ambient components, and promoting on-line youth magazine NZ Girl, has taken the Best in Show honours in this year’s CAANZ AXIS Awards.
The annual AXIS Awards recognise excellence in communications creativity.
With a budget of just $5000 and a target of driving a 10% increase in hits to the website, the creative team from agency DDB New Zealand used the ‘Big Day Out’ music festival as the venue to drive awareness of the website.
Using aerial messages, a ‘Worst Boyfriend’ competition and an invitation to do damage to a ‘Cheating Boyfriend’s Car’ the campaign achieved more than 200% results.
The ‘Worst Boyfriend’ campaign also won the inaugural Grande AXIS Direct category.
Clemenger BBDO won the Grande AXIS Print award for its ‘Sense’ sunscreen campaign using billboards that changed with the strength of the sun.
The Grande AXIS Electronic category was won by Public Mojo for its ‘Grain Waves’ campaign.
The People’s Choice award went to Saatchi and Saatchi’s ‘ONE of Me’ campaign for client TVNZ and Advertiser of the Year was awarded to Bluebird Foods Ltd.
The Industry Excellence Award was awarded posthumously to highly respected ad man Paul Jeffreys, who died earlier this year.
The main judging panel was made up of two overseas creative directors, Lorenzo de Rita of Fuel in Amsterdam and Ros Sinclair from Whybin’s in Sydney and eight local Creative Directors.
The panel judged 985 entries (up from 868 last year) recognising 56 bronze, 39 silver and 8 gold awards.
Below is a list of all Grande AXIS and Gold winners:
Grande Awards / Entry Title / Agency /
Best In Show / Worst Boyfriend / DDB New Zealand / nzgirl
Grande AXIS Electronic / Street Girl / Publicis Mojo / Bluebird Foods Ltd
Grande AXIS Print / Shadow / Clemenger BBDO / Douglas Pharmaceuticals
Grande AXIS Direct / Worst Boyfriend / DDB New Zealand / nzgirl
Peoples Choice / One of Me / Saatchi & Saatchi / TVNZ
Industry Excellence / Paul Jeffreys
Magazine Campaign / History Channel / DDB New
Zealand / SKY Television
Outdoor Billboard Advertising - Single / Shadow / Clemenger BBDO / Douglas Pharmaceuticals
Direct Electronic Campaign / Worst Boyfriend / DDB New Zealand / nzgirl
Consumer Products / Street Girl / Publicis Mojo / Bluebird Foods Ltd
Consumer Products / Stubbies / MTC / Coca Cola Amatil
TV/Cinema - Direction / L&P 'Stubbies' / Silverscreen
Copywriting / Stubbies / MTC / Coca-Cola Amatil
Interactive Media / NZ Army Force 9 microsite/game / Saatchi & Saatchi / NZ Army
For the complete record of results and copies of electronic images from the winning campaigns please visit the CAANZ website – HYPERLINK "http://www.caanz.co.nz" www.caanz.co.nz