Colenso BBDO scores Integrated Axis, Titanium Axis and Grand Axis for Yellow Chocolate; Special awarded Interactive Axis for Orcon
The Grand AXIS was awarded to Colenso BBDO for their Yellow Pages ‘Yellow Chocolate’ campaign at the 2011 CAANZ AXIS awards held tonight in Auckland. The same work also took out the Integrated Axis and Titanium Axis.
Special Group won the Interactive Axis for Orcon’s business banner.
Apart from winning three of the top awards of the night, Colenso BBDO led the agency pack in terms of Gold, winning six, followed by Special Group with three and DDB New Zealand with two.
CAANZ president Sandy Moore said the work on show was testament to agencies’ collective ability to rise to the challenge and prove how powerful great ideas can be: “AXIS remains the pinnacle of creativity in New Zealand. 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.”
Creative Business of the Year was awarded to Yellow Pages Ltd.
“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,” said Moore.
Capital City Films won this year’s Production Company of the Year and the Lifetime Achievement Award was awarded to David Bell, of AXIS AdSchool fame.
The Emerging Talent award, which acknowledges those who have recently entered the industry, was presented to Kia Heinnen and Zoe Hawkins from Colenso BBDO, whose early work has begun to gain attention in the industry.
This year’s judging panel, made up of 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 were all highly impressed with the quality of work submitted.
AGENCY TALLY
Colenso BBDO: 1 Grand Axis, 1 Titanium Axis, 1 Integrated Axis, 6 gold, 6 silver, 13 bronze
Special Group: 1 Interactive Axis, 3 gold, 1 bronze
DDB New Zealand: 2 gold, 5 silver, 7 bronze
Clemenger BBDO: 1 gold, 2 silver
DraftFCB: 7 silver, 4 bronze
TBWA\Tequila: 2 bronze
Saatchi & Saatchi: 1 bronze
38 Comments
Geezus. Did nobody enter _anything_ else? Chocolate ran in 2009 and the idea was already 2 years old by then.
HOORAY FOR DAVID BELL! you rock!
How’s the Yellow Pages business doing as a result of the campaign?
Chocolate. Tree house was better.
Rubbish bags. Scambient of the worst kind.
ORCON Business banner. Only got them 3 leads.
Creative for creative’s sake. Shame.
It’s not going to help them keep staff is it.
Didn’t Yellow release a press statement to say they wouldn’t be advertising anymore because this campaign delivered such abismal results?
So fucking hungover.
Roses Chocolates for dessert? Ahh, the good ol’ days.
we’ll done to the guys at aim for yello choc idea and congrats the guys at colenso who took it from them
I bet there’s twenty people at college hill who aren’t celebrating
Loved hearing the entry videos, they were the unintended comedy of the night.
Rubbish bags “we cleaned up the city and got people to love it so much more and see the city as a beautiful thing” or something of that ilk. Yeah right. Who even saw these bags for real?
Yellow Chocolate ” outsold moro bars 2 to 1″ “fastest selling chocolate bar ever” ok if they were such bloody hot sellers then why weren’t they ever stocked again? If they were such a great idea they would be regular items in supermarkets. “Worst tasting chocolate bar ever made”, “first chocolate bar to launch with a nob as talent”: that’s a claim that Colenso could rightfully make.
Makes you realise the overseas judges who have to take this crap at face value stand no chance.
Colenso really enjoys screwing Aim for all they’re worth don’t they?
11:16 “Who even saw these bags for real?”
Saw them. They looked rubbish.
. 11.17 Yes they do, but now that golden duck is well and truly dead and on the dinner table.
Great at making award ads – useless at helping real clients make money
well done colenso with all this success you must be looking to hire some more staff
Was it the worst Axis since the Fish and Chip Axis at Kohi or was that just me?
Local big agency judges are biased. Overseas judges lack context. Conundrum. So given that most of the entries are from the international agencies, how about the CDs of the local independent agencies do the judging (and if they happen to have any entries they just stand aside on those)? Special wouldn’t judge many of course.
Congrats to the winners. All the digital wins were well deserved.
who the hell is Hammers.
In certain circumstances, getting screwed by Colenso wasn’t such a bad thing…
Well done Kia and Zoe for winning the emerging talent award. Lachlan must be proud.
Axis now makes Adland look like a bunch of c*nts for clients. Jesus, Rubbish Bags, Yellow, Man vs Wild – f*ck me, no wonder pur clients are screwing us.
The internatonal judges made themselves look irrelevant.
BTW: Presenter, learn how to present. Massive fail. And on TV too. I expected better. My mum was watching. This weekend will be spent defending you.
Finally. The band needed a rev up in the funk department. The food was shite. The roses chocs were a joke. But, the pre-nibbles and the TV7 interviews were awesome.
I’m off to Golden Dawn to get over my hangover…
Jeeze you nasty Colenso haters are oh so wrong and oh so nasty. Yellow Chocolate was completed early 2010 (when the bars went on sale). Many of Colenso’s Clients are market leaders. 20 people have not left the building, yet the people who have would come across as less bitter than you. Jeeze this toxic crap you are spewing is weak. We should be celebrating good stuff so we can all aim a little bloody higher. Just don’t be evil you misguided fools.
Was that the band from my 7th form ball?
At first, and for a long time afterward, Axis Gold and business success seemed to be roughly correlated. Then they slowly became more or less unrelated to each other. Now, particularly since last year, they are becoming inversely correlated. Way to go, advertising industry.
4:34 you’re a miserable prick – I bet your mum is sick of defending you. Speaking of which, why on earth would you tell her to watch the Axis awards? Is that really the best thing going on in your life? You sad, sad soul.
5.53 That simply reflects the international trend. Awards have long-since become an end in themselves rather than a recognition of good work. Any overlap now is a nice bonus, but not essential to the process.
Personally I think its time to ditch them altogether and let ECDs, CDs and clients decide for themselves if work is any good or not. Keep raising those award fees.
A really shit Axis for so many reasons! And who the really bright idea of holding an ‘afterparty’ in a bar that can only hold 25% of the ‘sold-out’ Axis! And I say bring back ‘Caramac’!
note to the organisers – don’t hire the same security. i can take a good manhandling when it’s at 4 in the morning outside Tabac and i’ve got kebab all over my face, but being shoved aside when reaching for something to wash down an average dinner seems a bit much
Let’s run that quote from Moore again:
“celebating ideas that have effected change, and ideas that have ultimately achieved business results for our clients.”
Hmmmm
Similar to the 2007 Axis that had one or two pieces of work winning gold multiple times over and over again. Makes for a pretty boring awards show.
12:26 wrote:
>Awards have long-since become an end in themselves rather than a recognition of good work. Any overlap now is a nice bonus, but not essential to the process.
Any overlap, or even having no particular relation to business success, is probably ok.
The problem is when you start getting *negative* correlation. That is, what it takes to decisively win this award is to decisively fail in business.
That seems to be what’s starting to come through, at least in Axis. Hopefully it’s a passing phase.
8.32 there’s something else that’s starting to come through: your identity. It’s revealed through your writing style.
The secret identity of 8.34 is Split Infinitive Man
i would just like to say one thing. None of the creatives would put this “yellow” campaign in their portfolios. Ask them, they would look away for sure.
END.
P.S. Neither would i, it is crap. Crap ad for a crap company that won’t be with us in 3 years. RIP Yellow Pages. A shame all the same as i quite like the covers.
5:18pm. You sound very sure of that. I wouldn’t mind it in my book for one. I think everyone creatively thinks that treehouse was better but Yellow chocolate still did a lot of business around the world. I think all creatives are award sluts. Ask them if they’d have this in their book and they’d have to be pompous to say otherwise. Like you perhaps?
65 gongs from 650 entries. Pretty clear message to every agency to slash, say 80% of their entries? Might as well.