GOLDS GALORE AT EXPLOSIVE AXIS AWARDS
It was a Golden night for some agencies and production companies at The Axis Awards, held at Star City tonight.
Colenso BBDO won Best in Show for Deadline Couriers, a unanimous decision of the overseas judges – Chuck McBride, Creative Partner of Cutwater, San Francisco, Seb Royce, Creative Director, Glue London, Richard Ulfvengren,Executive Producer, Traktor and Pontus Lowenhielm, Director, Traktor.
Of the Gold award winners, DDB lead te agency pack with four Golds (Discovery Channel ‘Solar’ and Discovery Channel campaign, Sky TV ‘The Break Up’ and National Foundation for the Deaf ‘Shout’), followed by Republik with two (both for Atari), and one apiece for Colenso BBDO (Deadline Couriers), JWT (Ford Mondeo ‘Balloons’), Publicis Mojo (Speights ‘Great Beer Delivery’) and TBWA\Whybin (adidas ‘adiBOOST Feel the Rush’).
In Craft, The Sweet Shop won Gold for Cinematography, Gold for Editing and Gold for Performance Direction for Schweppes ‘Consequence’ , Robber’s Dog won an Editing Gold for Toyota Corolla ‘Lost Keys’ and Comedy Direction Gold for Nintendo Jam Sessions ‘Sponge’ and Liquidstudios won Gold for Sound Design for SOL City viral.
Sky TV was awarded Advertiser of the Year, ASB ‘Goldstein’ via TBWA\Whybin won the People’s Choice, master art director and typographer Len Cheeseman was awarded the Industry Excellence Award and Robber’s Dog took out Production Company of the Year. DDB’s Brett Colliver, James Tucker and Simon Vicars won the Emerging Talent Award.
The full list of winners are now on the CAANZ site.
AGENCY TALLY*
DDB (4 Gold, 12 Silver, 3 Bronze)
Colenso BBDO (Best in Show, 1 Gold, 3 Silver, 3 Bronze)
Republik (2 Gold, 2 Silver)
Publicis Mojo (1 Gold, 1 Silver, 3 Bronze)
JWT (1 Gold)
TBWA\Whybin (1 Gold)
Saatchi & Saatchi (8 Silver, 1 Bronze)
Clemenger BBDO Wellington (4 Silver, 1 Bronze)
Draft FCB (3 Silver, 1 Bronze)
M&C Saatchi (1 Silver)
Ogilvy (1 Silver)
Rivet (1 Silver)
Special (1 Silver)
Y&R (1 Bronze)
*Not including Craft awards except Copywriting, Art Direction and Typography.
27 Comments
I think it was a great result overall. No ads missed the gongs they deserved. Even JWT got a Gold (and how chuffed would Republik be!) so you know it wasn’t rigged as has been the case (never proved!) in some years . The OS judges did a top job and it’s a system that’s hopefully here to stay.
The only disappointment was Best of Show. Deadline Couriers was a fantastic idea and deserves Gold but it’s for a small client and degree of difficulty a lot less than say Speights ‘Great Beer Delivery’ which was big in every way: a big client who took a big risk on a great big idea – it was clearly Best in Show.
Anyone hear about the M&C after-party?
I think there will be only 5 people left at the agency.
Agree with 3:10… great beer delivery should have been a ‘sitter’
I disagree with you 3:10.
Just because something is hard to do doesn’t make it a better ad necessarily. Climbing everest has a pretty good degree of difficulty. Doesn’t make it a good ad.
I also disagree with you 3.10. The Speights idea is just ‘Big Warnie’ but done with a pub rather than a big statue. I’m amazed that it’s getting anywhere…
If you’ve got to talk about your AXIS after party on the blog 7:49, you are either suffering from No Awards Syndrome or a severe case of Micro Dick Disease. Get out your magnifying glass why don’tcha.
Heard the MC party turned ugly and the agency was told they’re useless and none of them do any work by the top brass, not once but twice.
But what Speight’s did for the brand was a thousand times more than the Deadline stunt. Yes Deadline was a great idea, but best in show? I think the editing team deserve the prize as what they put together for the awards was a hell of a lot more impressive that the actual event.
Plus ask anyone outside of Auckland about it and they won’t even know about it.
If you’re the first person to climb Everest and you’re wearing Adidas then it’s a good ad.
When you’re an international judge in a creative awards show then you judge the idea. simple.
The Billboard was a simple well thought through idea. An international judge is not going to care that people outside Auckland haven’t seen it. In fact they probably don’t even know where Auckland is. They also don’t know how big a client is or how much work an agency does for that client.
Rightly or wrongly Effie awards are for effectiveness and brand-building and results and all that stuff.
Some useful learnings for you above my young friend. Sometimes you’ll never really understand until you’ve been a judge.
As far as the Great Beer Delivery goes – also a nice idea, however my personal opinion is that the parts that actually made it up weren’t that impressive – something was lacking there.
As far as the actual event went… hmm… a bit long and laboured.
You organisers mentioned you wanted feedback. Here’s some:
1 Why show us the 10 minute short film when even the judges didn’t watch it. Bad start.
2. Get everyone to make a 1 minute cut-down of award videos (like Cannes).
3. A bit too much time on the student awards. (The national anthem???? waahaha)
4. Sponsors showing long laboured montage ads??? No.
5. Whip through it quicker – if the point was to get through it fast and have more time having a party then you failed.
6. The after party wasn’t very long. No seats. Bad music.
7. Thanks to Fish for Coco.
Almost everyone was unanimous: “Bring back the sit-down dinner”.
3:10 – I think you’ve contradicted yourself somewhat. You say the OS judges did a great job yet somehow they unanimously got the top gong wrong?
Either they are, or you are. As I have no idea what work you’ve ever done I’m siding with them.
Hope you get over your disappointment soon and focus on the good fact that NZ has more than one stand-out bit of work this year: Shweppes, Deadline, Speights, Sky billboards, Adiboost (All ideas that haven’t been done before)… should make for a good year at Cannes for the Kiwis. This show favoured Deadline, the next show might favour your Speights ad.
Feedback for the organisers:
– Show far too long if the audience is not going to have access to drinks – an embarrasment for us all that the international judges talked to an audience made up mostly of empty chairs
– Te Radar a genious and his insight into Devo will stay with us forever
– What were Fairfax thinking showing that ridiculous video ? – it should not be shown to anyone outside the company. Did damage rather than promote.
– Sponsors should understand the audience and not try to advertise to them in that environment.
– The food at the afterparty was great – a choice of items!
– The closing time and band were shocking and bad for our type of business to run an afterparty like a client.
-Well done for bringing the international judges in. Whatever anyone thinks of the results, at least they are more likely to be in line with overseas results, unlike in the past.
Deadline billboard wasn’t really a risk for the client was it because Colenso went out and found them and then paid to make it.
Hats off to deadline for getting a free ad and hats off to Colenso for stumping up all that cash to make an ad to win some awards.
3:10/6:01… you didn’t win did you?
Where would the industry be if it wasn’t for the one-off billboards and ambient ads for TV3 and Sky? And as for Deja Vu billboard getting a silver? Any student who got that brief would have had that as a first idea withing 30 seconds.
Good to see some real stuff getting gongs though, agree that speights was a clear best in show.
The M&C top brass may have a point.
Lets see; Colenso paid for the billboard, the construction, the time etc… all the client had to do was make sure the photo appeared in the Deadline Courier Gazette.
Awesome. That’s why Axis is irrelevant.
As for the event. Jeez, the worst one since the Herald dancers took to the floor.
While I’m on the topic – in the pre-Axis promo work, they set up a fake Axis site where you could vote for the type of venue and entertainment you wanted.
Can we officially vote the whole ‘sit down then head to a shitty venue’ thing off the menu, and get back to the good old sit down dinner.
In my opinion, Axis is a vertically-integrated rip-off.
My biggest problem this year is with ‘The break up’ scoring a Gold. Leo Burnett Sydney did this exact idea in 2005/2006, it’s already been awarded and it’s on some of the ad websites as well if you don’t believe me. Exactly the same idea but for a dating site. I don’t know how this got through or even made the cut at One Show. It just goes to show, if you don’t keep on top of the annuals / or don’t care – you can still get awarded.
I’d like to apologise to everyone. This year was ‘my Axis’, and I fucked up. I asked for the awards to be in a school hall with the party in a tent on the school field afterwards and some cheap ass pie, chip, sausage and burger carts for food.
They got it just about right, but I’m sincerely sorry for the long bus trip between venues, it must have been almost impossible to find a good tent in the city – what with all those nice buildings everywhere. And sorry for putting the food carts inside the tent, they obviously mixed it up with my request for a smoking venue.
It least it will be hard to do worse next year. They must have loads of money left over if we all paid $250 and they had so many sponsors.
water: $2
hamburger: $5
small plate of mash & saussies: $5
3 vodka cocktails: $30
Champagne: $6.50
Bus ride: $1.50
Total: $50
Hmmm…. now, i never was too sharp at my maths, but something’s not right here… did i really pay $100 for my seat in an auditorium and another $100 to get into a tent that stop serving booze after a couple of hours??
You guys all bang on about the Colenso stuff. Half the DDB stuff is no better. I’ve always owned a Volkswagen, and call me anal, but always had them serviced there too. Never seen the tiny technician.
There should be an Awards Show for the ‘Never Rans”. It’d be the most entered show in the world. Or is that the Andy’s?
5.57 there wasn’t a band playing it was DJ’s, which cocktails were you snarfing back?
Personally I liked the music, it wasn’t offensive or too loud like last year. Pretty hard to cater to the vast musical tastes of our industry.
Any music that makes the secretaries (who scammed a free ticket) dance like russian strippers and the AE’s prance about like baboons on heat is always entertaining and well worth the overpriced ticket.
I thought the bus dropping people 2 blocks away and making the ladies in skimpy dresses and heels walk the rest of the way to the waihope dome was poor service.
Port-o-loos suck and I don’t car how fancy they are. We should have had a venue with walls, heating/aircon and toilets.
How are you supposed to powder your nose/s in a port-o-loo anyway!?
ctually it was ‘My Axis’.
Next year we do this: Initiate a Battle of the Agency Bands competition.
The week previous to Axis, we have a grand night at the Powerstation, all proceeds to charity, or to fill the coffers of CAANZ.
The winning band plays at the Axis after-party. Eight song limit. Mandatory one power-ballad.
With the free booze, party pills, and aching expense accounts in action, every secretary, AE, and Adschool student who isn’t overweight or hit every branch falling out of the ugly tree, will be dancing.
TBWA have a great band, unless Corey sings and Bob isn’t sober.
At this stage I reckon they’re odd-on winners.
That is unless The Dark Lord from M&C gets his act together and forms a band.
Those are my really uplifting and positive suggestion for Axis.
All there is now is to wait for the insults from Corey and Bob to come my way.
– Jello
http://nz.youtube.com/watch?v=JkhHKC242pk
Fark yes to the bands idea. Remember the Marmalade Jam?
I don’t, but it sounded cool.
Agency Battle of the Bands has been talked about by many of us.
Let’s just do it.
Powerstation sounds good.
No ringers. 3 song set. No stairway.
All we need is a producer… or film company sponsor… fish?