The Spikes Asia winners were announced overnight, with Australia, India and Japan dominating the grand prix prizes. But Colenso gave em a taste of Kiwi and came home with 15 spikes, including five golds, nine silvers and a bronze. DDB and Rapp Tribal nabbed one gold, two silvers and three bronzes and we’ll claim a win for Air New Zealand’s grand prix in the branded content and entertainment category for Kiwi Sceptics, even though Host Sydney was behind it. And OMD pair Abi Morrish and Lauren Siemer took silver in the Young Spikes Media section.
- Check the results here.
Colenso took five golds, three for Pedigree ‘Donation Glasses’ in branded content & entertainment, film and promo & activation, and two for ‘The Wine is over’ for DB Export Dry in integrated and promo & activation.
‘Donation Glasses’ also won two silvers in direct and one in media alongside Total Media, while DB Export Dry won a silver in promo and activation and a silver in outdoor. Monteith’s ‘Sorry about the twigs, folks’ took two silvers in media alongside Spark PHD and two more silvers in promo & activation.
DDB took three golds in print and poster craft for three separate ads for Sky’s Rialto channel, a silver for McDonald’s ‘Staying up late’ in film, and DDB/Rapp Tribal took a silver and three bronzes for Yellow Toolbox in digital, direct and outdoor.
SparkPHD took a bronze in media for Unilever’s ‘Sold in a jiffy’ for Jif, DraftFCB took bronze in promo and activation for Pak n Save’s black lollipop, TBWA took bronze for its St Matthew in the City billboard in outdoor, and Clemenger BBDO and Finch took bronze for NZTA’s ‘Flying Objects’.
At the Young Spikes, New Zealand’s media team, Lauren Siemer and Abi Morrish from OMD Auckland, took home silver in the media category, but TBWA’s Tom Darlow and Lucy Morgan failed to make the top three in the integrated section.
For the Young Spikes Media competition, the brief was to build awareness of and engagement with World Food Programme for 15 – 25 year olds. And media judge Cheuk Chiang, Asia Pacific chief executive for PHD, said he was really impressed with the Kiwi presentation.
“It was a flawless execution throughout. The thing I loved most in their presentation was they spent a lot of time understanding the audience, so the insights they delivered were really strong. The insight was very strongly linked to their idea – you could see an immediate connection. It was also really impressive that they had a very commercial slant to their response. They’d recognised that the target audience doesn’t have a lot of money, but they developed a way to engage them and generate funds. They should be very proud.”
As for Morrish and Siemer, they’ll be getting some well earned rest before dropping in on their Singapore OMD colleagues and then returning to New Zealand.
“We’re really excited. It was really intense and really challenging, but such a valuable learning experience,” says Morrish. “We weren’t sure what to expect coming up here, but have really enjoyed the challenge and working a live brief for such an important issue.”
“We were stoked to be here, and being placed was the cherry on the top,” says Siemer. “It’s been a really valuable experience.”
Integrated:
Gold
- The Wine is Over, DB Breweries, Export Dry, Colenso BBDO
- The Secret Idol, Ezaki Glico, Ice no mi, Engine Film Tokyo
Bronze
- Sorry About The Twigs, Folks, DB Breweries, Monteith’s Crushed Cider, Colenso BBDO
(no grand prix awarded)
Branded Content & Entertainment
Grand Prix
- The Kiwi Sceptics, Air New Zealand, Host Sydney
Gold
- Donation Glasses, Mars NZ, Pedigree Adoption Drive, Colenso BBDO/Finch, Auckland/Finch Sydney
PR
Gold
- Hover Car, Volkswagen Group China, The People’s Car Project, Proximity Beijing/Goodstein & Partners Beijing
- Smoking Kid, Thai Health Promotion Foundation, Ogilvy & Mather Bangkok
(no grand prix awarded)
Print & Poster Craft
Gold
- Civilization, Maxam, Toiletries, JWT Shanghai
- Sky Television, Rialto Channel, DDB Group New Zealand
Film Craft
Gold
- Nocturnal Migration, Lion Corporation, Tooheys Extra Dry, Alt VFX Brisbane, BMF Sydney, Exit Films Melbourne
- Gift of Life, Energizer Philippines, Energizer Battery, TBWASantiago, Mangada Puno Makati City, Revolver Studios Makati City
- Corruption, Morphy Richards, Juicers, Contract Advertising India Mumbai, Code Red Films Mumbai
Media
Grand Prix
- Where What You Grow Is What You Eat, Hindustan Unilever, Kissan Ketchups, Group M India Mumbai
Gold
- Bottle Light, Pepsico International & Myshelter Foundation, Pepsi, BBDO Guerrero Makati City, Mindshare Phillipines Taguig
- Donating 2-Barcode Water, CJ Cheiljedang, Minewater, Cheil Worldwide Seoul
- NRMA Car Creation, Insurance Australia Group, NRMA Comprehensive Car Insurance, WHYBINTBWA Group, Mediacom Sydney
Silver
- Sorry about the Twigs, Folks, DB Breweries, Monteith’s Crushed Cider, Colenso BBDO Auckland, Spark PHD
- Donation Glasses, Mars NZ, Pedigree Adoption Drive, Colenso BBDO Auckland, Total Media Auckland
Bronze
- Sold In A Jiffy, Unilever, Jif (Cif), Spark PHD
Creative Effectiveness
Grand Prix
- Break Up, NAB, Bank, Clemenger BBDO, Australia
Creative Effectiveness Spike
- Shavesutra, P&G, Gillette Mach3 Turbo Sensitive, BBDO India Mumbai, India
- Selleys 3 In 1, Selleys, 3 in 1 adhesive, sealant and gap filler, Belgiovane Williams Mackay Ultimo, Australia
- The Ripple Effect, Transport Accident Commission, Road Safety, Grey Melbourne, Australia
Design
Grand Prix
- MT Ex Taipei, Kamoi Kakoshi, Masking Tape, Iyama Design Tokyo, Japan
Gold
- Life Cycle, Bicycle Shop, DDB Group Singapore
- Magic, Menicon, Magic 1Day Menicon Flat Pack, Dentsu Tokyo, Japan
- Dots Now, Honda Motor, Internavi, Dentsu Tokyo, Japan
Promo & Activation
Grand Prix
- Ikea Catalogue, Ikea, 303Lowe Sydney, Australia
Gold
- Share A Coke, Coca-Cola South Pacific, Naked Communications Sydney
- Game Signatures, Australian Football League, 2011 Finals Series, George Patterson Y&R Melbourne
- Sunny Sale, Emart, Cheil Worldwide Seoul
- The Wine That Sold Beer, DB Breweries, Export Dry, Colenso BBDO Auckland
- Mars NZ, Pedigree Adoption Drive, Donation Glasses, Colenso BBDO Auckland
Silver
- The Wine That Sold Beer, DB Breweries, Export Dry, Colenso BBDO Auckland x 2
- Sorry about the twigs, DB Breweries, Colenso BBDO, Auckland x 2
Bronze
- Bleargh! Have a such and stick it to ’em, Foodstuffs, Pak’n’Save, DraftFCB Auckland
Film
Grand Prix
- What Does Your Mind See, Samsung Electronics, Samsung Camera, Cheil Worldwide Seoul
Gold
- Stamp, Bayer Philippines, Saridon Headache Relief, BBDO Guerrero Makati City, PostManila Makati City
- Downward, Cadbury Adams, Dentyne Ice, McCann WorldGroup Bangkok, Fabruary Thirty Bangkok
- With 10 Years of Life, Toshiba Corporation, Toshiba LED Bulbs, Dentsu Tokyo, Paradise Cafe Tokyo
- Set Free, Unilever, OMO, DLKW Lowe London, Outsider London
- Taxi, Kyoraku Sakae Development, Sunshine Sakae, ADK Japan Tokyo, TYO Productions Tokyo
- Life Cycle, Medibank, Health Insurance, George Patterson Y&R, Exit Films Melbourne
- May Cause Drowsiness, JPRS, .JP domain, Paradise Cafe Tokyo
- Tools of Destruction, ACRES, Campaign Against Shark’s Fin, Ogilvy & Mather Singapore, Coalition Singapore/Studio On Third Ave
- OK Go – All Is Not Lost, Google, Google Chrome, Hakuhodo Japan, TYO ID Division Tokyo
- Mars NZ, Pedigree Adoption Drive, Donation Glasses, Colenso BBDO Auckland
Silver
- Staying Up, McDonald’s New Zealand, McDonald’s, DDB Group New Zealand, Revolver Sydney
Bronze
- Flying Objects, NZ Transport Agency, Road Safety, Clemenger BBDO Wellington, Finch Auckland
Outdoor
Grand Prix
- Cokehands, Coca-Cola Company, Ogilvy Shanghai
Gold
- Civilization, Maxam, Toiletries, JWT Shanghai
- Volkswagen, VW Park Assist Technology, DDB Sydney
- Game Signatures, Australian Football League, 2011 Finals Series, George Patterson Y&R Melbourne
- Mobile Medic, Defence Force Recruiting, George Patterson Y&R Melbourne/VML Kansas City
- Intel Ultrabook Temptations, Intel, Ultrabook, The Monkeys Sydney
Silver
- The Wine List, DB Breweries, Export Dry, Colenso BBDO Auckland
- Sorry about the Twigs, DB Breweries, Colenso BBDO, Auckland
Bronze
- Mary Christmas, St Matthew In The City, Christmas Billboard, TBWADigital Arts Network Auckland
- Yellow Toolbox, Yellow, Integrated Advertising Solutions, DDB Group Rapp Tribal
Radio
Grand Prix
- Radio Prank, Unilever Singapore, Lux Soap, JWT Singapore, JWT Chameleon Singapore
- BFM Media, Breast Cancer Awareness, McCann WorldGroup/McCann Erickson Malaysia Petaling Jaya
Grand Prix
- Volkswagen, VW Park Assist Technology, DDB Sydney
Gold
- Carlton and United Breweries, Carlton Mid, Clemenger BBDO Melbourne
- Cokehands, Coca-Cola Company, Ogilvy Shanghai
- Civilisation, Maxam, Toiletries, JWT Shanghai
- Life Cycle, Bicycle Shop, DDB Group Singapore
Mobile
Grand Prix
- Make TV, Sony, Make Believe, Party Tokyo, Japan,
Gold
- Backseat Driver, Tokyo Motor Sales and Marketing, Party Tokyo,
Digital
Grand Prix
- Dots Now, Internavi, Honda Motor, Dentsu Tokyo,
Gold
- See From Sound, Amarin Book Center, Naiin.com book store, McCann WorldGroup Bangkok
- BYO Cup Day, 7-Eleven, Slurpee, Leo Burnett Melbourne
- The Perfect Lager Project, Casella, Arvo, AnalogFolk Sydney,
Silver
- Yellow Toolbox, Yellow NZ, Integrated Advertising Solutions, DDB Group Rapp Tribal New Zealand
Bronze
- Yellow Toolbox, Yellow NZ, Integrated Advertising Solutions, DDB Group Rapp Tribal New Zealand
Direct
Grand Prix
- Wi-fiction, Melbourne Writers Festival, 2011 Melbourne Writers Festival, JWT Melbourne
Gold
- A Message From Jennifer, Parkinson’s Victoria, Awareness Campaign, DDB Group Melbourne
- Grazed on greatness, M J Bale, Australian Cricket Team Sponsorship, WhybinTBWA Group
Silver
- Donation Glasses, Mars NZ, Pedigree Adoption Drive, Colenso BBDO/ Finch
Bronze
- Yellow Toolbox, Yellow NZ, Integrated Advertising Solutions, DDB Group Rapp Tribal New Zealand
Advertiser of the Year
P&G Asia
Media Agency of the Year
Third: WhybinTBWA Sydney
Second: Cheil Worldwide Seoul
First: Mindshare Mumbai
Spikes Palm Award
Third: Finch Sydney
Second: Revolver
First: Exit Films Melbourne
Independent Agency of the Year
Third: The Monkeys, Sydney
Second: Taproot Mumbai
First: Party Tokyo
Agency of the Year
Third: BBDO Guerrero Makati City
Second: Dentsu Tokyo
First: DDB Sydney
Network of the Year
Third: Leo Burnett
Second: DDB
First: BBDO
