Colenso is at the top of its creative game at the moment and it's certainly walking the talk when it comes to devising big ideas that get brands talked about by consumers. And while Yellow Pages is wrestling with a few rather large financial demons at present, the pair's impressive award-winning run continued last night at Vector Arena, when Yellow Chocolate was awarded the Grand Axis, the Titanium gold Axis and the Integrated gold Axis at the 2011 CAANZ Axis awards.
In addition to the three big awards it won, Yellow Pages was also awarded the Creative Business of the Year and Colenso brought home five more Yellow golds in the Direct Response, Direct Campaign, Social, Digital/Interactive and PR/Experiential.
After dominating last year's Axis awards with Orcon + Iggy, which then went on to win a Grand Prix at Cannes, Special Group and Orcon also put in a good showing at the 31st edition of the awards, taking out the Interactive Axis for the 'Orcon Business Banner' and winning three golds in the Digital Craft, Direct Response and Online Advertising sections. Although, in what could be considered something of a bittersweet victory, Special Group and Orcon parted ways late last year.
Unlike the Effies, or the Marketing Awards, Axis, which saw 50 local creatives and three international judges—Andy Fackrell, executive creative director of 180 Amsterdam, Dejan Rasic, executive creative director of Colman Rasic, Sydney, and Bryan Rowles, creative director of 72andSunny, Los Angeles—wade through 650 entries across 43 categories, are primarily focused on honouring the industry's creativity; about celebrating the year’s most exciting and original ideas. And, with only 15 golds awarded on the night, they're not given lightly, either.
“AXIS remains the pinnacle of creativity in New Zealand," says CAANZ president Sandy Moore. "It rewards ideas that have captured the imagination of New Zealanders, ideas that have effected change, and ideas that have ultimately achieved business results for our clients ... CAANZ’s vision is for insight and creativity to be commonly accepted by clients as integral components of their business. Vehicles like the AXIS awards play a key role in bringing that vision to life."
Youtube VideoDDB took home two golds, one for Best Single TV Commercial and one for Cadbury's Snow Globe in the PR/Experiential section.
Youtube VideoCapital City Films was rewarded for a stellar reel with the Production Company of the Year award and it also took home gold in the Visual Craft and Direction sections for Sky's 'Leafblower' spot; the Lifetime Achievement Award was handed to David Bell, of AXIS AdSchool fame; Oktobor and Shihad's 'Sleepeater' took gold in Digital Craft; Colenso took another gold in the guerilla advertising section for The Pacific Dogfight; and Clemenger BBDO won gold in design for Radio New Zealand's 'Sounds Like Us' campaign.
The Emerging Talent award was presented to Kia Heinnen and Zoe Hawkins from Colenso BBDO, whose early work has begun to pique interest in the industry and recently earned them a place as the New Zealand representatives for the Young Lotus competition at Adfest in Thailand.
No gold awards were handed out in the Outdoor categories and there were no awards at all for Mobile.