Kiwis crash Caxton party as Special Group backs up its 2011 foursome

  • Advertising
  • October 16, 2012
  • StopPress Team
Kiwis crash Caxton party as Special Group backs up its 2011 foursome

The Australian version of the Newspaper Awards, the Caxtons, took place over the weekend, and the Kiwis more than held their own, with Special Group repeating last year's effort and coming out on top with four nods, and DDB, Colenso and Tourism New Zealand's Australian arm picking up two apiece. 

  • See a selection of winners below

Special Group's wins came in the standard banner section for Four's 'un-rugby banner', media & entertainment and best topical ad for the NAB's 'Send a paper', and best cross platform newspaper campaign for 'Four's Home of Not Rugby'. 

"It was a very impressive two days," says Special Group's Tony Bradbourne, who was invited to speak on 'creating and telling stories on behalf of brands'. "Hearing [TBWA\'s] Lee Clow talk about how storytelling and advertising played such a key role in Apple's success was a real highlight. New Zealand did really well – taking home one third of the awards handed out on the evening. The Australians were very pleasant about it though."

Colenso picked up two awards for its DB Export Dry campaign, one for Best Copywriting for 'The Wine List' and the other in FMCG for 'Idiot', while DDB's wins came for its Rialto Channel campaign for Sky in Media & Entertainment and Best Copywriting. 

Air New Zealand won two awards, one in Rich Media for Host Sydney's Kiwi Sceptics and the other in Travel & Leisure for TBWA\ Sydney's eight-page 'Te Araroa - The Long Pathway.'

Last year Special Group claimed a first when its Orcon business banner took the top Quinlivan Black award, the first time a digital campaign had done so. And this year best in show was won by a mobile and tablet app, 'Tri Service - Mobile Medic' by George Patterson Y&R for the Australian Defence Force. This campaign also won big at Cannes. 

The New Zealand awards had a rejig this year, and so too did The Caxtons, with new categories added in mobile and tablet advertising, technical innovation and the most newsworthy idea of the year, which was won by Ogilvy & Mather Sydney for its 'Share A Coke' campaign. 

Caxton chairman Justin Drape said in a release: "We've been fortunate to have some of the brightest creative minds in our industry judging the awards this year, and the fact that the jury named 57 finalists and 24 winners says a lot about the quality of the entries. This includes a strong showing in the digital categories which suggests that the transformation newspapers are undergoing is offering great creative opportunities."


Ant Keogh, executive creative director at Clemenger BBDO Melbourne and Caxton 2012 chair of judges, said there was a great standard of work in print and the new digital categories, "the latter which can only improve as agencies begin to exploit the possibilities of online and tablet newspaper apps". 

"[GPY&R's] Mobile Medic ad stood out head and shoulders above the other digital work, a great, targeted, super-clever idea. Having said that, this year, the print work stood up very well. It's the classic print campaigns for cars and beer and TV stations that stuck with me most."

But, according to The Australian, there was one elephant in the room, as Jeff Goodby was speaking at the event alongside Andy Lark, the man responsible for changing Commonwealth Bank Australia's agency from San Francisco-based Goodby, Silverstein & Partners to M&C Saatchi Sydney earlier this year. 

The winners: 

Standard Banners:

"Un-Rugby This Banner''
Agency: Special Group
Client: FOUR/MediaWorks

Rich Media:

http://www.youtube.com/watch?v=52_7BlQuZe8"The Kiwi Sceptics''
Agency: Host
Client: Air New Zealand

Mobile and Tablet:

http://www.youtube.com/watch?v=OcVxEZ4l6hU"Tri Service - Mobile Medic''
Agency: George Patterson Y&R
Client: Australian Defence Force

Technical Innovation:

"Tri Service - Mobile Medic''
Agency: George Patterson Y&R
Client: Australian Defence Force

Automotive:

"Park Assist Technology''
Agency: DDB Group Sydney
Client: Volkswagen Australia

Consumer Services:

"Dominate with Domain - Winged Bats''
Agency: Whybin\TBWA Sydney
Client: Fairfax Media

FMCG:

"Spending Too Much Time With Your Wife?''
Agency: Clemenger BBDO Melbourne
Client: Carlton & United Breweries

"Idiot''
Agency: Colenso BBDO
Client: DB Breweries

Corporate, Government & Public Service:

"Drugs Confusion''
Agency: Grey Melbourne
Client: Transport Accident Commission

Charity & Community Service:

"Timothy''
Agency: George Patterson Y&R Sydney
Client: Juvenile Diabetes Research Foundation

Media & Entertainment, Telecommunications & IT:

"Send a Paper''
Agency: Special Group
Client: Newspaper Advertising Bureau

"The Rialto Channel - Independent Film for Independent Minds''
Agency: DDB Group New Zealand
Client: SKY Television

Retail:

"Pool Fence''
Agency: Ad Impact Advertising
Client: Midalia Steel

Travel & Leisure:

"TNZ Te Araroa - The Long Pathway''
Agency: Whybin\TBWA Sydney
Client: Tourism New Zealand

Best Campaign:

"Park Assist Technology''
Agency: DDB Group Sydney
Client: Volkswagen Australia

Best Topical Ad:

"Send a Paper''
Agency: Special Group
Client: Newspaper Advertising Bureau

Best Use of The Newspaper Medium:

"Odd Spot''
Agency: CHEproximity
Client: Peter MacCallum Cancer Centre

Best Cross Platform Newspaper Campaign:

"FOUR. The Home of NOT Rugby''
Agency: Special Group
Client: FOUR/MediaWorks

Best Copywriting:

"The Wine List''
Agency: Colenso BBDO
Client: DB Breweries

"The Rialto Channel - Independent Film for Independent Minds''
Agency: DDB Group New Zealand
Client: SKY Television

Best Art Direction:

"As Smooth as Life is Rough''
Agency: Leo Burnett Sydney
Client: Diageo Australia

Best Photography:

"Park Assist Technology''
Agency: DDB Group Sydney
Client:Volkswagen Australia

Best Illustration:

"Timothy''
Agency: George Patterson Y&R Sydney
Client: Juvenile Diabetes Research Foundation

Newsworthy Idea of the Year Award:

"Share a Coke''
Agency: Ogilvy & Mather Sydney
Client: Coca-Cola

The Denis Everingham Award: Gordon Trembath

Quinlivan Black Award:

"Tri Service - Mobile Medic''
Agency: George Patterson Y&R
Client: Australian Defence Force

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