Traffic wins Gold at 2011 Summit Creative Award

Traffic Group is a GOLD winner in the 2011 Summit Creative Award® competition for its creative work for New Zealand Steel.

Gareth Poley, Advertising Creative from Traffic says: “This is the first year that we have entered into the advertising awards, and we won Gold for the ‘best idea never produced’. This is quite a tough category because we were up against all the most creative ideas that pushed the boundaries just that bit too far!  We’re all very excited about it at Traffic, especially because we also won Silver and Bronze in another two categories!”

Axxis made the decision not to use the idea as it was seen as too provocative. Their intention was not to attack timber, but to promote the benefits of steel where appropriate.

Traffic’s Axxis Steel for framing “better ways to build” entry won a Gold at the Summit Creative Awards, judged this week. The Summit International Awards (SIA) organization is dedicated to furthering excellence in the marketing communications industry, and the Summit Creative Awards recognises creative excellence in advertising and marketing.

The Gold was for cut-through advertising entered into the ‘Best Idea Never Produced Category’, recognising true creativity, going up against all the best ideas that got left on the cutting room floor.  

Judges from around the globe participate on the Summit Creative Award (SCA) jury panels. They represent small, medium and large firms as well as universities, and all are tops in their fields. Judges are from entities such as: Wieden & Kennedy, Tribal DDB, Turner Studios, Promoseven McCann Network, Grey Advertising, MWW Group, TBWA/Chiat/Day, Y&R, The Art Institute, New York University, Leo Burnett, Ogilvy & Mather, Saatchi & Saatchi, and XM – Hong Kong

According to the SIA “it was a fiercely competitive year with creativity bouncing back. Truly international in scope, this year’s SCA competition received over 4300 entries from 22 countries and was judged by a panel of 18 creative professionals from 9 countries”.

Submissions are judged on strength of concept, quality of execution and ability to persuade.

Credits:

Client: New Zealand Steel

Product: Axxis Steel for framing

Design Director: Barry Bloomfield

Strategy and Marketing analysis: Scott Pilkington

Advertising Creative, Art Direction and Graphic Design: Gareth Poley