The winners of the Spikes Asia Awards were announced overnight and Kiwi agencies fared pretty well, with TBWA and DraftFCB winning Grand Prix awards in the Media and PR categories for Tourism New Zealand’s Middle-Earth Passport Stamp and Mini/SPCA’s Driving Dogs respectively, while DDB Group’s haul made it the third ranked agency in the region and Open (nee Naked) was the region’s top ranked media agency based on its wins for Unitec.
TBWA’s big win was for a unique—and Department of Internal Affairs-approved—passport stamp (check out the case study video and results here). As the agency’s spiel says: “To a Tolkien fan, one place is synonymous with Middle earth, and that’s New Zealand. New Zealand is middle-earth, on earth. Where Gandalf strides, Hobbits walk, and Gollum creeps. Where fantasy and reality are one and the same thing. And if you’re entering a country that really is Middle-earth, you’d get a stamp in your passport that said ‘Welcome to Middle-earth’ wouldn’t you? And the next thing you’d do is tell your friends all about it too because you’re a potent and primed media channel in your own right. And ‘you’ have huge influence.”
DraftFCB added to its big year on the awards front—and particularly in Cannes—with a Grand Prix and four golds for Driving Dogs, as well as one gold for Prime TV’s Call Girl.
The Driving Dogs campaign was a massive hit and, as DraftFCB’s entry says, “reach via media articles to an estimated audience of 230,540,469 worldwide”.
The other gold winners were Colenso BBDO (two for Amnesty International’s Trial by Timeline and one more for Samsung’s Smartphone Line), DDB (two for YWCA’s Demand Equal Pay), Open (one for Unitec ‘We Make the People Who Make it’) and Clemenger BBDO (one for NZTA’s Radio Legends).
All up, New Zealand agencies won 45 Spikes. DDB took two golds, six silvers and six bronzes; DraftFCB took one Grand Prix, five golds, one silver and one bronze; Colenso BBDO took a total of three gold, one silver and seven bronze; TBWA took one Grand Prix, two silver and three bronze, Open took one gold and one bronze; Clems took one gold and one bronze; and Contagion and Spark PHD took one bronze.
Exit Films (Melbourne) was named as the best production company, Metro Trains was named as advertiser of the year and McCann Worldgroup was named Network of the Year (largely because of Dumb Ways to Die, which once again picked up a host of grand prix awards).
- Check out all the winners here.
Branded Content and Entertainment
A09 Best use or integration of digital or social media
Gold: TRIAL BY TIMELINE, AMNESTY INTERNATIONAL / AMNESTY INTERNATIONAL COLENSO BBDO Auckland
Silver: SECRET FISHING SPOTS, HUTCHWILCO / SAFETY EQUIPMENT DDB GROUP NEW ZEALAND Auckland
A10 Best Integrated Content Campaign
Gold: DRIVING DOGS, MINI / SPCA NEW ZEALAND / DOG ADOPTION DRAFTFCB NEW ZEALAND Auckland
Design
A07 Point of Sale
Bronze: MIDDLE-EARTH PASSPORT STAMP, TOURISM NEW ZEALAND / 100% MIDDLE-EARTH, 100% PURE NEW ZEALAND, WHYBINTBWA AUCKLAND
A08 Broadcast Design and Graphics & Digital Design
Bronze: BEYOND THE WALL, FRUCOR BEVERAGES / MOUNTAIN DEW, COLENSO BBDO Auckland
Bronze: THE V MOTION PROJECT, FRUCOR BEVERAGES / V ENERGY DRINKCOLENSO BBDO Auckland NEW ZEALAND
Digital
A02 Fast Moving Consumer Goods
Bronze: V ROBBERS, FRUCOR BEVERAGES LTD / V ENERGY DRINK COLENSO BBDO Auckland
A06 Public Service, Charity & Fund Raising
Bronze: TRIAL BY TIMELINE, AMNESTY INTERNATIONAL, COLENSO BBDO Auckland
B02 Consumer Products
Bronze: INSTANT NEWS SATIRE, SAMSUNG / SAMSUNG GALAXY NOTE II, COLENSO BBDO Auckland
C04 Community Applications
Gold: DRIVING DOGS, MINI / SPCA NEW ZEALAND / DOG ADOPTION, DRAFTFCB NEW ZEALAND Auckland
Direct
A04 Ambient/Alternative Media
Silver: MIDDLE-EARTH PASSPORT STAMP, TOURISM NEW ZEALAND / 100% MIDDLE-EARTH, 100% PURE NEW ZEALAND, WHYBINTBWA AUCKLAND
A05 Best Use of Digital Media in a Direct Campaign
Bronze: INSTANT NEWS SATIRE, SAMSUNG / SAMSUNG GALAXY NOTE II, COLENSO BBDO Auckland NEW ZEALAND
A06 Best Use of Other Digital Platforms in a Direct Campaign
Silver: SECRET FISHING SPOTS, HUTCHWILCO / SAFETY EQUIPMENT, DDB GROUP NEW ZEALAND Auckland
Bronze: DRIVING DOGS MINI / SPCA NEW ZEALAND / DOG ADOPTION, DRAFTFCB NEW ZEALAND Auckland
B03 Consumer Services
Bronze: MIDDLE-EARTH PASSPORT STAMP, TOURISM NEW ZEALAND / 100% MIDDLE-EARTH, 100% PURE NEW ZEALAND, WHYBINTBWA AUCKLAND
B05 Public Service, Charity & Fund Raising
Bronze: DEMAND EQUAL PAY, YWCA AUCKLAND / CHARITY, DDB GROUP NEW ZEALAND Auckland
C01 Integrated Campaign Led by Direct
Bronze: DEMAND EQUAL PAY, YWCA AUCKLAND / CHARITY, DDB GROUP NEW ZEALAND Auckland
Film
A16 Public Service, Charity & Fund Raising
Bronze: DEMAND EQUAL PAY, YWCA AUCKLAND / CHARITY, DDB GROUP, THICK AS THIEVES, Auckland
Integrated
Gold: DEMAND EQUAL PAY, YWCA AUCKLAND / CHARITY, DDB GROUP NEW ZEALAND Auckland
Silver: MEET LLOYD, SKY TELEVISION / E-BILLING, DDB GROUP NEW ZEALAND Auckland
Bronze: SECRET FISHING SPOTS, HUTCHWILCO / SAFETY EQUIPMENT, DDB GROUP NEW ZEALAND Auckland
Media
Grand Prix: MIDDLE-EARTH PASSPORT STAMP, TOURISM NEW ZEALAND / 100% MIDDLE-EARTH, 100% PURE NEW ZEALAND WHYBINTBWA AUCKLAND
A03 Best Use of Outdoor
Gold: TURNING AUCKLAND INTO AN EXPERIENTIAL AD, UNITEC / EDUCATION OPEN COMMUNICATIONS Auckland
A06 Best Use of Special Events And Stunt/Live Advertising
Bronze: COFFEE CART, YWCA AUCKLAND / CHARITY, DDB GROUP NEW ZEALAND Auckland and OMD Auckland
Bronze: WHAT DOES BEETLEING EVEN MEME? VOLKSWAGEN / VW BEETLE, SPARK PHD Auckland
A08 Best Use of Other Digital Platforms (Incl. Mobile Devices)
Bronze: FLASH DRIVING GAME, NEW ZEALAND TRANSPORT AGENCY / ROAD SAFETY, CLEMENGER BBDO Wellington and OMD Wellington
A09 Best Use of Social Media Marketing
Gold: TRIAL BY TIMELINE, AMNESTY INTERNATIONAL, COLENSO BBDO Auckland
Silver: THE SMART PHONE LINE, SAMSUNG NEW ZEALAND / GALAXY S4, COLENSO BBDO Auckland and STARCOM NEW ZEALAND Auckland
C01 Integrated Media Campaign
Bronze: TURNING AUCKLAND INTO AN EXPERIENTIAL AD, UNITEC / EDUCATION OPEN COMMUNICATIONS Auckland
Outdoor
C04 Stunts & Live Advertising
Gold: DRIVING DOGS, MINI / SPCA NEW ZEALAND / DOG ADOPTION, DRAFTFCB NEW ZEALAND Auckland
Bronze: COFFEE CART, YWCA AUCKLAND / CHARITY, DDB GROUP NEW ZEALAND Auckland
PR
A02 Best Use of Social Media
Gold: THE SMART PHONE LINE, SAMSUNG NEW ZEALAND / GALAXY S4, COLENSO BBDO Auckland
A03 Best Use of Live Events and/or Celebrity Endorsement
Grand Prix: DRIVING DOGS, MINI / SPCA NEW ZEALAND / DOG ADOPTION, DRAFTFCB NEW ZEALAND Auckland
A06 Best Use of Media Relations
Gold: DRIVING DOGS, MINI / SPCA NEW ZEALAND / DOG ADOPTION, DRAFTFCB NEW ZEALAND Auckland
B05 Public Affairs
Gold: DEMAND EQUAL PAY, YWCA AUCKLAND / CHARITY, DDB GROUP NEW ZEALAND Auckland
Promo & Activation
A01 Event & Field Marketing
Silver: MIDDLE-EARTH PASSPORT STAMP, TOURISM NEW ZEALAND / 100% MIDDLE-EARTH, 100% PURE NEW ZEALAND WHYBINTBWA AUCKLAND
A02 Best Use of Merchandising/In-Store Marketing
Bronze: WEED WEAPON, KIWICARE / HOUSEHOLD GOODS, CONTAGION Auckland
A04 Best Use of TV or Radio in a Promotional Campaign
Silver: CALL GIRL, PRIME TELEVISION / TELEVISION PROGRAMME, DRAFTFCB NEW ZEALAND Auckland
A07 Best Use of Other Digital Platforms in a Promotional Campaign
Silver: SECRET FISHING SPOTS, HUTCHWILCO / SAFETY EQUIPMENT, DDB GROUP NEW ZEALAND Auckland
B03 Consumer Services
Bronze: 100% MIDDLE-EARTH, 100% PURE NEW ZEALAND, TOURISM NEW ZEALAND, WHYBINTBWA AUCKLAND
B05 Public Service, Charity & Fund Raising
Silver: DEMAND EQUAL PAY, YWCA AUCKLAND / CHARITY, DDB GROUP NEW ZEALAND Auckland
Radio
A03 Consumer Services
Silver: CALL GIRL, PRIME TELEVISION / TELEVISION PROGRAMME DRAFTFCB NEW ZEALAND Auckland
A05 Public Service, Charity & Fund Raising
Gold: RADIO LEGENDS, NEW ZEALAND TRANSPORT AGENCY / ANTI-DRINK DRIVING CLEMENGER BBDO Wellington and MARMALADE AUDIO Wellington
B03 Use of Radio as a Medium
Gold: CALL GIRL, PRIME TELEVISION / TELEVISION PROGRAMME, DRAFTFCB NEW ZEALAND Auckland
There were no Kiwi Spikes winners in Creative Effectiveness, Print, Film Craft or Mobile.
