The Spikes Asia spikes were dished out last night and the 2010 ‘Asian Cannes’ was a bit of a two-horse race between DDB New Zealand, which was named Agency of the Year and helped DDB Group Asia Pacific to Network of the Year accolades, and Colenso BBDO, which was named Media Agency of the Year and placed third for overall Agency of the Year.
“To win Agency of the Year is a wonderful honour and real testament to the strength of DDB New Zealand in a regional context,” says Sandy Moore, DDB NZ’s chief executive. “DDB Group throughout Asia Pacific is emerging as a very strong network and it’s terrific to see all 20 offices in the region recognised for their work.”
The usual suspects all made appearances on the podium, with Colenso’s Yellow Chocolate, DDB’s Live Rescue for Coastguard NZ and the Sky Arts Channel campaigns the pick of the bunch.
In the media section, Colenso’s ‘Yellow Chocolate’ took out the Grand Prix, and it also nabbed silvers for V Pocket Rocket ‘Rocket Man’ and TVNZ’s ‘The Pacific’. JWT took bronze for ‘Kit Kat Chairs’.
In the digital category, ‘Yellow Chocolate’ took silver, while AIM Proximity’s TVNZ ‘Virginity Map’, Coastguard NZ ‘Live Rescue’ and Rapp’s iPad app all won bronze.
Integrated campaigns have been a bit of a goldmine for Kiwi agencies over the last few years, and it was no different at Spikes, with ‘Yellow Chocolate’ turning gold and ‘Live Rescue’ taking a bronze. No love for Special Group’s ‘Orcon + Iggy’, however.
In the TV/cinema category, DDB’s ‘West Bank’ spot for Sky took silver in Publications & Media, as did Colenso’s Going West for the NZ Book Council in the Public Service, Charity & Fund Raising category. DDB’s Father & Son for Starship Foundation took bronze.
‘Going West’ also won two golds in the Craft TV section, one for Best Use of Animation and the other for Best Use of Art Direction. And the Sweet Shop took a silver and bronze in Best Use of Film Direction for Starship Foundation’s Father & Son and Pure Blonde’s Dove Love spots respectively.
In the direct and sales promotions category, ‘Live Rescue’ took three golds and a bronze. And ‘Orcon + Iggy’ made its only appearance, winning gold and two silvers. ‘Yellow Chocolate’ and ‘Kit Kat Chairs’ took silver, and AIM Proximity’s ‘Virginity Map’ for TVNZ nabbed a bronze.
DDB’s Sky TV Arts Channel campaign dominated the print and print craft categories and, heading outside, Colenso took the Grand Prix for ‘The Pacific’ dogfight and a silver for NZ Breast Cancer Foundation ‘The Blob’ in outdoor. ‘Kit Kat Chairs’ won yet another bronze.
In radio, DDB took silvers for Sky TV ‘Arts Channel’ campaign and a bronze for ‘Queen” for the National Foundation of the Deaf. And Colenso was also recognised in the design category, taking gold in the Corporate or Brand Identity for Alzheimer’s ‘Eraser’.
Japanese apparel makers UNIQLO were named as the 2010 Advertiser of the Year award (the ‘Lucky Switch’ UNIQLO campaign by Dentsu Tokyo took a digital Grand Prix, and, showing the strength of the Australasian agencies, it was the only Grand Prix that wasn’t won by Australia or New Zealand).
A total of 3058 entries from 22 countries were entered this year, which was a 14 percent increase on the year before.