While Clemenger BBDO's 'Blazed' campaign and Colenso BBDO/Proximity's Smartphone Line stole much of the attention at last night's Axis Awards, the magazine category showed that the Kiwi creative streak still extends to print.
DDB enjoyed a particularly successful night in this category, thanks entirely to its work on Steinlager's 'Be the artist' campaign.
Each of the four different renderings of DDB's campaign won silver awards, while the campaign as a whole won gold in the Print Magazine Campaign category. And given that the 'Be the artist' campaign also featured in TVC format, it also won silver in the TV single commercial above 30 seconds, a silver in the cinematography, gold for editing, bronze for direction, and gold, silver and bronze in the craft section.
So dominant was DDB's performance in the magazine category that the only other agency to win a silver was DraftFCB for its work on the 'Man versus Wild – hut' campaign for Sky TV.
Despite the dominance of DDB in the Magazine category, the audience also responded in oohs and ahs as the creative executions of each of the bronze winners were displayed on the big screen. Interestingly, Colenso BBDO/Proximity's 'To get to the easy, you have to through the hard' ad for Mountain Dew received one of the most positive responses from the 800-strong crowd at the Viaduct events centre.