At the packed-out historical Shed 10, emceed by the rocking Mikey Havoc, 700 advertising and film types came together to celebrate the industry’s best creative work from the past year, at the 2018 Axis Awards in Auckland.
Droga5 New York creative partner Duncan Marshall, and Scott Nowell, and The Monkeys Sydney ssscreative partner flew into Auckland earlier in the week, and joined the four local jury presidents on the executive judging panel.
Their role was to award the final metal which included a total of 35 gold Axis Awards, four Grand Prix and eight additional Special Awards including Emerging Talent sponsored by Marsden Inch, the Google Axis Student Challenge award and the new Brand Axis sponsored by TVNZ.
The Grand Axis for 2018 was awarded to Ogilvy & Mather for their all inclusive Most Successful Recruitment Video created for the NZ Police to encourage a diversity of New Zealanders to consider a career in the police force.
Even the Police Commissioner played a part in the spot – and this was a hit with all judges.
The trophy will no doubt sit alongside Ogilvy’s Grand Prix awarded in Film & Video, and a further six gold Axis Awards in Viral, TV Above 30”, Online Ad Above 30”, PR Social & Digital, Promo & Activation and Direct Digital.
Ogilvy had an awesome night
Ogilvy had an awesome night. Judge Duncan Marshall said: “Nowhere else in the world other than in NZ could you have put together a piece of film like this. It’s really optimistic and fun as a piece of work but with a serious message. It was beautifully put together and we were really proud to give it the top prize.”
That said, there were many other great pieces of winning work and happy agency teams at Axis 2018.
So did DDB
DDB had a good night with their work for Lion – Fight for Territory picked up a popular Gold in Out of Home Special Build and Creative Use of Media; NetSafe Re:scam picked up a Gold in Charity Creative Use of Media and in Craft for Copywriting.
DDB’s Girls Break Up Ice Cream for Sky Television gave them a gold in Craft for Art Direction and Typography, and there was also gold for Lotto Dylan in the classic TV Over 30” category.
“We are really proud to be recognised across a range of categories for our diverse collection of work,” said DDB ceo Justin Mowday. “It is always a great feeling to be acknowledged at our local awards show.
“This year, we are most proud of our young creatives, Sarsha and Geordie, who took home the Emerging Talent Award. It’s only by attracting and encouraging young talent that we will continue to produce exceptional work for our clients. Congratulations to Sarsha and Geordie, the recognition is well-deserved.”
There were quite a few winners in the classic Film & Video category this year which was great to see, including the multiple gold winning Rats Tale for Clemenger BBDO, and NZTA Celebrate Family for Colenso and Spark; The Most Successful Police Recruitment video for Ogilvy, and the NZ Police.
In the Online Above 30 category, the judges also awarded a gold for Shine’s work with Goodman Fielder and Vogels – this time for their piece featuring Chris Knox.
FCB had a surprise from the exec judges with their work for Vodafone and Say It Tika, picking up a popular Gold in Digital and Interactive and also in the Executive Award category For Good.
“Nick Worthington was honoured with a Lifetime Achievement Award for his incredible, creative career in the advertising industry.”
So did FCB and Clemenger
Say It Tika went on to win a Grand Prix in the For Good category for a piece of work where a business makes a difference for the New Zealand community. FCB also won a further gold for Swim Reaper in Digital Copywriting, and the Human Serengeti work for Prime TV earned a clutch of silvers with Harmonic (Peter Hobbs) picking up a gold in Craft for Sound Design.
Other big winners included Clemenger BBDO who did an amazing job with the on-scene graphics and theme this year at Shed 10. Clemenger and the NZ Human Rights Commission won big for their important work Give nothing to Racism, picking up a much deserved Gold in Copywriting Film and Video and another Gold in PR, Social & Digital.
Clemenger then went on to win Gold in Direct for the powerful work for The Ministry of Children, Oranga Tamariki, for the Trails of Taonga. This went on to win a coveted Grand Prix in the Direct category.
And then of course there was Colenso BBDO who were a massive creative force on the nightpicking up two dozen silvers across the board and then multiple Golds for DB with Beer Bottle and Sand in Promo & Activation, in Campaign for Promo & Activation. Mars NZ with Pedigree’s Selfie Stick won Gold in Digital & Interactive’s Mobile category, plus Pedigree’s Child Replacement Programme won several golds in Magazine Campaign, in Promo & Activation, and then swept up a fiercely challenged Integrated Gold and then went on to win a Grand Prix for this.
This was a hugely popular campaign and enjoyed by all judges.
In Craft editing, The Sweet Shop picked up a gold for Lotto Dylan, Finch scored one for Rats Tale in Editing and then picked up a coveted gold in Direction for the same work for Clemenger BBDO and NZTA.
And Assembly nailed it again this year with beautifully animated work Geoff, but scored big with two Golds for Inside Out for Fonterra Brands in Art Direction and in Animation.
On the night, DDB, FCB, Ogilvy, Clemenger all contested with their golds for Axis, but Colenso BBDO were the force du jour, as they raced to the finish with a massive clutch of bronzes, silvers and golds plus, plus a Grand Prix to win the Axis for 2018.
Creative Client of the Year went to Fonterra Brands NZ and Assembly were celebrated and named Production Company of the Year.
Nick Worthington’s Lifetime Achievement Award
Nick Worthington was honoured with a Lifetime Achievement Award for his incredible, creative career in the advertising industry. The room took a moment to stand to pay their respect to “the King” as the clip played and Nick was true to form with his upbeat and humble acceptance of the award.
The Google Axis Student Challenge Award went to Jay Kim and Malik Ben Brahim from Media Design School for their campaign OPSM – Eye yoga. The Emerging talent went to Sarsha Drakeford and Geordie Wilson from DDB who have already created excellent work, including gold winning work from DDB, Re:Scam for Netsafe.
“Axis has always been a moment we respect in the New Zealand creative calendar because it is a celebration of our best creative work; the work our industry is most proud of because it has broken the rules, permeated popular culture and influenced behavioural change; well done to all the winners this year,” said The Comms Council ceo Paul Head.
The Comms Council Axis Awards commercial partners were NZME and TVNZ; the sponsors were Adshel, Toybox, Bauer Media, Getty Images, The Sweet Shop, Marsden Inch, The Radio Bureau, Soar Print, Z Card and Smile Dealers.
- All results here: www.commscouncil.nz
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