What's that smell? It's international ad awards season! But before everyone heads to Cannes to expand/subtract their minds, agencies were looking to New York as the results of the One Show were announced. And Colenso BBDO has led the way for New Zealand, picking up a gold, silver and two bronze pencils.
There were 20,000 entries from agencies in 65 countries, and Colenso BBDO scored a gold pencil in radio for the multi-award winning Mars Pedigree 'K9FM' and a silver pencil in radio for Mars Pedigree 'Talkies'. It also took two bronze pencils in the print and outdoor category for Mountain Dew's 'Hidden Graphics' and Fonterra's 'Back to Nature'.
Colenso's contribution also added to the tally for the BBDO network and Mars, which won Network of the Year and Client of Year respectively.
"We’re thrilled to have won four pencils but it’s really satisfying to have played a significant role as part of the wider BBDO team that help Mars to win Client of the Year and BBDO to win Network of the Year," says Colenso BBDO/Proximity chief executive officer Nick Garrett. "Every year we are challenged to deliver great work by Mars, both locally and globally, and the fact that we have picked up a gold and silver for Mars and that they’ve won Client of the Year is no accident."
And its stellar work has seen it move up the chain with the brand, with Colenso BBDO helping to conceptualise a new global brand platform for Pedigree.
The only other Kiwi agency to score a pencil was DDB New Zealand, which won a bronze in print and outdoor for Sky TV's 'Bring Down The King'.
Among the big winners at the awards were Funny or Die's spot with Barack Obama for healthcare.gov, which took best in show, HBO Go's awkward ads in film, CHECT's Flash Photo posters campaign in mobile, Under Armour's 'I will what I want' in interactive, and WWF's stop one, stop them all in print.
In other awards news, while the D&AD Awards are being held on 21 May, it has already handed out its white pencils, which are awarded to campaigns that use creativity for good. And ClemengerBBDO and DDB both scored white pencils for NZTA's Mistakes and 'We Compost' campaigns respectively.
But as iCongo asked recently, why can't the desire to do good last for more than three months?