BALL AND UNDIES COME TOGETHER WITH RUBBISH AT CONTROVERSIAL AXIS AWARDS
It was a slightly controversial affair at the annual Axis Awards held on Friday night in Auckland, with some of the top gongs of the night going to work – Nokia via Y&R Generator and Mizuno via Publicis Mojo – that has proven to be done in Canada two years ago. However, the four Grande Axis awards were popular choices: Colenso BBDO’s ‘Undies’ spot for Tip Top took out the Grande Axis Electronic and TBWA\Whybin’s ‘Be the Ball’ promo for Adidas won Grande Axis Print. Saatchi’s ‘Rubbish Film Festival’ for Telecom NZ won the Grande Axis Interactive and DDB’s ‘Come Together’ work for Durex took out the Grande Axis Direct.
The Sky City ‘Let’s Play Poker’ mixed media campaign, via Colenso BBDO, won the Chairman’s Best in Show Award and was described by the Chairman of Judges, Justin Tindall of DDB London as simple and brilliant. He said it had no individual print or TV ad or website stunt. It was simply a great advertising thought which used media to amplify the idea, not to be the idea.
The judging panel also included Andrew Ostrom of Leo Burnett in Sydney and mostly comprised a panel of 40 creatives and production people from the NZ industry. The panel judged 1137 entries – up from 985 in 2005 and 868 in 2004.
Commenting on the awarding of Golds to Nokia and Silvers to Mizuno, one very pissed-off CD had this to say about Axis this year: “An insignificant provincial bun fight where un-original work gets Gold, where the presenters scream ‘shut the fuck up’ at the punters and the highlight is undoubtedly leaving early. What a show!”
AGENCY LEAGUE TABLE
Colenso BBDO
Best in Show (1),
Grande Axis (1),
Gold (2),
Silver (11),
Bronze (2)
Saatchi & Saatchi
Grande Axis (1),
People’s Choice (1),
Silver (4),
Bronze (9)
Publicis Mojo
Gold (1),
Silver (6),
Bronze (3)
DDB
Grande Axis (1),
Gold (1),
Silver (2),
Bronze (5)
MTC
Gold (1)
Silver (2)
Bronze (2)
TBWA\Whybin
Grande Axis (1)
Gold (1)
Y&R Generator
Gold (2)
Clemenger BBDO
Silver (2)
Bronze (2)
WOW
Silver (1)
AIM Proximity
Bronze (2)
M&C Saatchi
Bronze (1)
Insight NZ
Bronze (1)
Does not include Craft awards, except those agency produced.
CHAIRMAN’S BEST IN SHOW
Colenso BBDO
Let’s Play Poker
SKYCITY Casino Auckland
Mixed Media – Campaign
Chairman’s Best in Show
THE GRANDE AXIS AWARDS
Colenso BBDO
Undies
Tip Top
Television – Consumer Products
Grande AXIS Electronic
Whybin/TBWA
Be the Ball
Adidas
Outdoor & Indoor – Guerilla Advertising
Grande AXIS Print
Saatchi & Saatchi NZ
Telecom Rubbish Film Festival
Telecom NZ
Interactive – Mobile
Grande AXIS “X Award” Interactive
DDB New Zealand
Come Together
Durex
Direct Marketing – Outdoor & Ambient
Grande AXIS Direct
SPECIAL AWARDS
Emerging Talent Award:
Mike Felix
Advertiser of the Year
Monaco Corporation
Production Company of the Year
The Sweet Shop
People’s Choice Award:
Saatchi & Saatchi
“Bulls hit”
Toyota
Industry Excellence Award:
Chris Martin
Plaza Films
BIG AD
Fosters Australia
International – International Electronic
Gold
GOLD AWARDS
DDB New Zealand
Come Together
Durex
Direct Marketing – Outdoor and Ambient
Gold
Colenso BBDO
Let’s Play Poker
SKYCITY Casino Auckland
Mixed Media – Campaign
Gold
TBWA\WHYBIN, 180\TBWA
Be the Ball
Adidas
Outdoor & Indoor – Guerilla Advertising
Gold
Y&R/Generator
Nokia Video Calling
Nokia
Outdoor & Indoor – Outdoor Campaign
Gold
Y&R/Generator
Nokia Video Calling – office
Nokia
Outdoor & Indoor – Transit Advertising Single
Gold
Publicis Mojo
Ketchup
Campaign Against Landmines
Public Service & Charity: Print – Unpaid/Pro Bono
Gold
Colenso BBDO
Undies
Tip Top
Television – Consumer Products
Gold
MTC
‘Beach’
Coca-Cola Amatil
Craft: Copywriting
Gold
The Sweet Shop
‘Undies’
Tip Top
Craft: TV/Cinema – Direction
Gold
THE SILVER AWARDS
MTC
Friday Night’
Coca-Cola Amatil
Craft: Copywriting
Silver
Film Construction
RABBI
finda.co.nz
Craft: TV/Cinema – Direction
Silver
Plaza Films
Towies
Toyota Yaris “
Craft: TV/Cinema – Direction
Silver
Silverscreen Productions
High Rise
Land Transport New Zealand
Craft: TV/Cinema – Direction
Silver
The Sweet Shop
‘Undies’
Tip Top
Craft: TV/Cinema – Special Effects
Silver
Oktobor
LTNZ ‘High Rise’
Land Transport New Zealand
Direct Marketing: Direct – Not for Profit
Silver
Saatchi & Saatchi NZ
Piccinini Microsite and Podcast
Wellington City Gallery
Direct Marketing – Direct Campaign
Silver
Saatchi & Saatchi NZ
Telecom Rubbish Film Fest
Telecom NZ
Interactive – Mobile
Silver
WRC (WOW Rapp Collins)
Keep Your Lid
Sanford NZ Limited
Interactive – Online/Interactive Campaign
Silver
Colenso BBDO
Playboy: Better Being Hef
Monaco Corporation
Magazine – Campaign
Silver
Colenso BBDO
Playboy: Spa
Monaco Corporatio
Magazine – Leisure
Silver
Colenso BBDO
Playboy: Pool
Monaco Corporation
Magazine – Leisure
Silver
Saatchi & Saatchi NZ
Rubbish Film Festival
Telecom NZ
Mixed Media – Campaign
Silver
DDB New Zealand
The stunt that never was
nzgirl
None of the Above
Silver
Publicis Mojo
Xmas Bag
Hallensteins
None of the Above
Silver
Saatchi & Saatchi NZ
Legally Blonde
TV2
Outdoor & Indoor – Billboard Advertising Single
Silver
Colenso BBDO
Playboy: Pool
Monaco Corporation
Outdoor & Indoor – Indoor/Outdoor Posters
Silver
Colenso BBDO
Playboy: Spa
Monaco Corporation
Outdoor & Indoor – Indoor/Outdoor Posters
Silver
Publicis Mojo New Zealand
Mizuno
Outdoor & Indoor – Indoor/Outdoor Posters
Silver
Publicis Mojo
Japan
Mizuno
Outdoor & Indoor – Indoor/Outdoor Posters
Silver
Publicis Mojo
England
Mizuno
Outdoor & Indoor – Indoor/Outdoor Posters
Silver
Colenso BBDO
Playboy: Better Being Hef
Monaco Corporation
Outdoor & Indoor – Outdoor Campaign
Silver
Publicis Mojo
Mizuno
Mizuno
Outdoor & Indoor – Outdoor Campaign
Silver
Clemenger BBDO
High Rise
Land Transport New Zealand
Public Service & Charity: Electronic – Paid
Silver
Publicis Mojo
Storm In a Tea Cup
Water Safety
NZ & Royal NZ Coastguard
Public Service & Charity: Electronic – Unpaid/Pro Bono
Silver
Clemenger BBDO
Car Lift
Land Transport New Zealand
Public Service & Charity: Print – Paid
Silver
MTC
‘Beach’
Coca-Cola Amatil
Radio – Single
Silver
Colenso BBDO
Playboy: Better Being Hef
Monaco Corporation
Television – Campaign
Silver
Colenso BBDO
Simplifying Summer
Tip Top
Television – Campaign
Silver
DDB New Zealand
SKY Movies
SKY Television
Television – Campaign
Silver
Colenso BBDO
Hair Whip
Tip Top
Television – Consumer Products
Silver
Colenso BBDO
Playboy: Pool
Monaco Corporation
Television – Leisure
Silver
Colenso BBDO
Playboy: Bathroom
Monaco Corporation
Television – Leisure
Silver
THE BRONZE AWARDS
MTC
‘Friday Night’
Coca-Cola Amatil
Radio – Single
Bronze
Saatchi & Saatchi NZ
Crap Movies – Tension, Ballboy, Gangsta, Cups
Telecom NZ
Television – Campaign
Bronze
Colenso BBDO
Go in the Ocean
Tip Top
Television – Consumer Products
Bronze
DDB New Zealand
Darth Tater
Hasbro
Television – Leisure
Bronze
DDB New Zealand
Bridget Jones
SKY Television
Television – Leisure
Bronze
DDB New Zealand
The Terminal
SKY Television
Television – Leisure
Bronze
Saatchi & Saatchi NZ
Crap Movies – Tension
Telecom NZ
Television – Retail Promotional
Bronze
Colenso BBDO
Rabbi
finda.co.nz
Television – Consumer Services
Bronze
Publicis Mojo
Spinning Type
Remix Magazine
Craft: Art Direction & Typography
Bronze
Publicis Mojo
Ideal Milk
Nestle NZ
Craft: Art Direction & Typography
Bronze
The Sweet Shop
‘Undies’
Tip Top
Craft: Copywriting
Bronze
Whybin\TBWA
Lion Tamers
Adidas
Craft: Image (Includes Photography/Illustration)
Bronze
human Worldwide
Sensations – Four Sensations
Bluebird Foods Ltd
Craft: Soundtrack
Bronze
curious film/Oktobor
journey
New Zealand Dairy
Craft: TV/Cinema – Animation
Bronze
Flux Animation Studio
Sheets
Hanover Finance
Craft: TV/Cinema – Animation
Bronze
curious film
glasson BCRT
Glassons
Craft: TV/Cinema – Cinematography
Bronze
Silverscreen Productions
High Rise
Land Transport New Zealand
Craft: TV/Cinema – Cinematography
Bronze
curious film
glassons BCRT
Glassons
Craft: TV/Cinema – Direction
Bronze
Flying Fish NZ Ltd
Speights ‘Super 14’ Sponsorship
Lion Breweries
Craft: TV/Cinema – Direction
Bronze
Film Construction
RABBI
finda.co.nz
Craft: TV/Cinema – Editing
Bronze
Silverscreen Productions
Rathouse
Vodafone
Craft: TV/Cinema – Special Effects
Bronze
Clemenger BBDO
Death
HarperCollins Publishers New Zealand
Craft: Art Direction & Typography
Bronze
DDB New Zealand
Be your own porn star
SKY Television
Direct Marketing – Outdoor and Ambient
Bronze
AIM Proximity Limited
MINI Movies
MINI
Direct Marketing: Direct – Campaign
Bronze
AIM Proximity Limited
Perspex Cheque
Bank of New Zealan
Direct Marketing: Flat Direct Mail
Bronze
Saatchi & Saatchi NZ
Primo Mobile
Primo
Interactive – Mobile
Bronze
Saatchi & Saatchi NZ
Telecom Rubbish Film Fest
Telecom NZ
Interactive – Online/Interactive Campaign
Bronze
Saatchi & Saatchi NZ
Army Banner 2006
NZ Army
Interactive – Rich Media Ads
Bronze
Saatchi & Saatchi NZ
Merry Messages
Telecom NZ
Interactive – Viral
Bronze
Saatchi & Saatchi NZ
Primo Mobile
Primo
Interactive – Viral – Interactive
Bronze
Saatchi & Saatchi NZ
No Regrets
DB Breweries
Interactive – Viral (MPEG/Digital Video)
Bronze
Insight NZ
The League of Thinning Men – Website
Merck Sharpe & Dohme
Interactive – Website Design and Art Direction
Bronze
curious film
oh hello
Jockey
International – International Electronic
Bronze
Plaza Films
Launch
Unilever
International – International Electronic
Bronze
DDB New Zealand
SKY Movies
SKY Television
Magazine – Campaign
Bronze
Saatchi & Saatchi NZ
Telecom British Lions Tour
Telecom NZ
Mixed Media – Campaign
Bronze
M&C Saatchi Ltd
Dishes
DB Breweries
Newspaper – Liquor
Bronze
M&C Saatchi Ltd
Have You Done The Groundwork?
DB Breweries
Outdoor & Indoor – Outdoor Campaign
Bronze
MTC
‘Than Shwe/Mugabe/Gyanendra’
Amnesty International
Public Service & Charity: Campaign – Unpaid/Pro Bono
Bronze
Clemenger BBDO
Numbers
Land Transport New Zealand
Public Service & Charity: Electronic – Paid
Bronze
Publicis Mojo
Pavement
Auckland City Mission
Public Service & Charity: Electronic – Unpaid/Pro Bono
Bronze
20 Comments
All you incompetent pricks who said Colenso didn’t have it in ’em anymore… you know who you are… Up Yours Mother Fuckers
Has anyone noticed how that guy infront of the “be the ball” thing looks like Dan Carter?
An original idea like WWF good enough for Silver at Cannes, but not good enough for Axis. Yet unoriginal work for Nokia and Mizuno get metal at Axis. Says it all really…
I liked it how Andy Blood looked so happy holding his Gold Axis, yet in a self promo print ad for himeself from a few years back, he displayed an Axis award in a rubbish bin.That, I’m afraid, says it all.
10.24, WWF was good enough for silver at a visual collision-fest, where juries don’t understand the end line 90% of the time – hence no end line. Hence no idea beyond a hybrid image.Unfortunately, at a show like Axis everyone speaks English. And the judges have made their decision in the cold light of sobriety. So pieces of blatant scam like Bose Marine speakers go as far as a shortlist but no further. This line of argument comes a cropper when you bring up that dirty Mizuno ad, which did indeed garner a silver, but pieces like ‘let’s Play Poker’ are testament to the judges’ interest in substantive ideas above cute visual transpositions. As for the originality issue, Steve McCabe was nothing but gentlemanly in his response to NZCC criticism over the Nokia adshels, and deservedly received the benefit of the doubt. Had the TBWA\Toronto OG been brought to light earlier, maybe Generator’s ad would have been struck from the shortlist. Or Maybe not. But all you can reasonably complain about under the circumstances is bad luck.Sorry about that.
It’s happened to most of us fella. And it’s why you need to be sitting on more than one ad. Colenso had a rack of good work going into the show so good on em.
It’s all an old boys club anyway it would seem, though at least this year some minor players got SOMEthing, e.g. M&C Saatchi, Aim Proximity.What was the WWF idea?
I have a question. WHO CARES? The show is a joke.New Zealand’s Award Show?The only reason agencies spend money on it is so that the CDs can tell their clients and CEOs they are ‘winners’ and hence not get shipped back to England or Ireland.
Have to agree that apart from the ketchup packet scam (cannes or no cannes it’s a fucking joke) the judges did well weeding out the work that had never seen the light of day (bose, WWF).
the show and results were a joke.
It was a pic of Ravishing Rick Rude, with the line “Ravishing Rick Rude” Quite good really.
Axis is rigged. Look at who has been the Convenor of Judges for the last five years, then look at who’s won most on the night. I rest my case m’lud.
WWF wasn’t an original idea that’s why it got kicked from Axis. This point wasn’t made at Cannes hence it lived.RE Mizuno and Nokia, they had been done and whether it was known on judging day or in the weeks afterward they should have been pulled. Done work is done is done work and it just makes Axis look like amateur night.
It is simple really. Be the ball or Sachet should have won.
Anyone notice the chick who wore bugger all and was hanging around the DDB table?
Shame Andy Blood had to behave so childishly after receiving his awards. Giving the finger to the audience is not big or clever.
No more amateur than the Titanium Lions this year!
you mind numbingly negative little twerps the lot of you. utter dicks. good on you andy, rich, toby, tony…whoever. whatever.as for you petulant little shits – don’t forget what you do doesn’t really count in the world – that’s why your mum wanted you to be a doctor.
Why be a doctor when you earn more money in advertising?
mine wanted me to be a lawyer… they still don’t understand what I do. They think I make all the ads from beginning to end, then direct them, edit them, sell them to the client and then take them to the tv station.bless.