Youtube VideoIt might not have done as well as many expected at AXIS last night, but NZTA, Clemenger BBDO and The Sweet Shop's 'Legend' well and truly made up for it by nabbing a very hard to win Yellow Pencil in the earned media section at the D&AD awards, the only New Zealand work to receive the nod this year. Legend also made it In-Book in the Writing for Advertising category.
Colenso BBDO was awarded two In-Book statuses, one in the mobile marketing category for Westpac Impulse Saver and the other for Pedigree 'Smart Puppies' in writing for advertising.
The only other New Zealand spots were claimed by Publicis Mojo for Greenpeace's 'Oil on Canvas', which is In Book in the outdoor and integrated categories, and Special Group for Four's 'Home of Not Rugby' in multi-platform branding and promotions in the TV and Cinema Advertising category (like Legend, it also didn't receive any AXIS metal).
Significant winners were JWT Shanghai, which kept the awards flowing and scooped three Yellow Pencils for its “Samsonite Suitcase” work in Press and Outdoor and JWT Melbourne, which won two Yellows for its Melbourne Writers Festival “Wi-FiCTION” campaign.
Other campaigns to win more than one of the coveted awards included LOWE/SSP3 for the Colombian Ministry of Defence, Dentsu Tokyo for Honda Motor’s “internavi”, Ogilvy Johannesburg for Multichoice/M-Net’s “MK is” campaign and Be Bravo for its work with Leica.
British publisher, Laurence King and Marion Deuchars gained two Yellow Pencils in Book Design and Illustration for “Let's Make Some Great Art”, as did W+K London for its Kaiser Chiefs “Bespoke Album Creation Experience”.
“First I’d like to thank the almost 200 judges who took part judging thousands of pieces of work this year," says Tim Lindsay, chief executive of D&AD. "They have once again helped to make this the awards ‘for creatives, judged by creatives’. Across the board, D&AD has once again reflected the changing shape of our industry. The craft skills of making great pieces of graphic design, illustration, direct and TV and Cinema are as strong as ever. However, we’ve seen the tectonic shifts at play as juries in Typography, Writing for Design and Writing for Advertising commented that talent has moved out of these craft areas, attracted by emergent media in digital and mobile, where awards for these craft skills have had a strong year.”