Colenso BBDO dominates 2012 CAANZ AXIS Awards with 15 Gold trophies – Doggelganger wins Grand AXIS + Titanium and Interactive AXIS
The Grand AXIS for 2012 was awarded to Colenso BBDO for its work on Mars NZ’s Doggelganger campaign, at the CAANZ AXIS Awards tonight.
Doggelganger scooped a total of eight gold awards, and earned Mars NZ the 2012 Creative Business of the Year accolade.
Colenso BBDO’s outstanding advertising year was rewarded with a total of 38 awards, including 15 gold trophies.
Other agencies celebrating on the night included Special Group, which took home four Gold trophies, Saatchi & Saatchi, which won three (two with AIM Proximity) and RAPP Tribal with two Gold trophies. Whybin\TBWA won one Gold trophy, as did DDB and Barnes Catmur & Friends.
Other big winners included The Sweet Shop, awarded Production Company of the Year, and Murray Grindlay, who won the Lifetime Achievement Award for his musical creation of many iconic kiwi ads – including BASF Dear John and Cadbury Crunchie.
The Emerging Talent award was presented to Kim Fraser of Special Group, who the judges believe demonstrated outstanding talent as a newcomer to the industry.
Thirasak Tanapatanakul, Worldwide Chairman and CEO of Creative Juice Bankok and 2012 AXIS International Judge, was impressed with the quality of thought demonstrated by the winners.
“Creativity in New Zealand advertising is very fresh and yet very effective. I loved the winners’ campaigns. Doggelganger earned the top metal for its interactive innovation. The campaign was highly crafted and superbly executed – a very solid idea which encouraged social engagement with the brand.”
The winners were chosen from 578 entries, judged by 45 local creatives and five internationally recognised judges – including Thirasak Tanapatanakul, Duncan Marshall, Executive Creative Director of Droga5 Sydney, Sir John Hegarty, Worldwide Creative Director and founder of BBH, Paul Silburn, Creative Partner of Saatchi & Saatchi London and Richard Flintham, founding partner of 101 London.
CAANZ President Sandy Moore said that the work on show was testament to the exceptional talent within the local industry, and proves how powerful creative thinking can change businesses: “AXIS is about celebrating ideas; 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. AXIS remains the pinnacle of creativity in New Zealand.”
Below is the list of all AXIS Gold winners:
17 Comments
You should be ashamed of yourselves Colenso. Never has the judging been so one sided.
Well done team. One way traffic.
Doggleganger is a cool idea based on a solid insight but has about as much facial recognition software as my tape deck.
Question, how can doppelganger, a branded website be entered and win gold in:
– titanium
– interactive
– digital craft
– direct response
– websites
– viral
– social
Not questioning the work, but the categories. Especially as it could have also won gold in ‘Digital/Interactive campaign’.
Time for an overhaul. When was the last time you saw an ‘interactive’ ‘website’ that wasn’t also ‘social’ which appears to be translated here as ‘viral’ ?
I’m all for a bias towards digital, but do the judges understand these categories well enough? This wasn’t ‘viral,’ it spread through the ‘social’ buttons on the site.
Nice work by the way.
Axis proves its irrelevance for the zillionth year in a row.
I wish my agency had half a million bucks to throw at a skateboard pinball TVC.
Doggleganger is a cool idea based on a solid insight (that 2 other agencies had already done) but the facial recognition software works about as successfully as smarty’s replacement
Fact – yhis is the only award anywhere that this dogshit will be getting.
But more than a few attendees we spoke with afterwards mentioned the fact that DDB and Steinlager’s ‘We Believe’, undoubtedly one of the best and most popular campaigns of last year, didn’t win a thing. And Clemenger BBDO’s Ghost Chips, one of the best and most popular ads of last year, came away with a silver and five bronzes.
It’s good the judging is tough, and there were quite a few categories where no awards were given (like billboards and, surprisingly in a market where TV is so powerful, TV campaign). For many the international judges are essential to ensure the awards remain relevant and robust. But some we spoke with wondered if these campaigns were punished for being ‘too local’; because they probably wouldn’t win at Cannes.
Whether that’s a reason not to honour them in an award show that aims to recognise the best local creative work will no doubt continue to be debated. But we talked to one client who thought it was disappointing for the industry —and for the reputation of the AXIS awards in the business world—to see a campaign that put twigs in cider boxes deemed better than a campaign that tapped into all the emotion around the Rugby World Cup and helped launch what became a very successful new product.
Or a light little gag that saw two CD’s turn up to Award school graduation get a higher gong than Ghost Chips. That was the worst part.
How is Doggelganger different to Pedigree Dogalike which is currently winning in shows overseas? Which came first?
http://www.admaawards.com.au/case-studies-2011/dog-a-like/
Why isn’t Turk the face of the Doggelganger anymore?
You’ll find that Doggelganger came several months after Dogalike. It wasn’t an original idea. But as far as Axis is concerned, it doesn’t matter if it’s a scam, unoriginal or didn’t even work. If it’s done by Colenso and has an expensive hypetape behind it, it’ll get covered in gold.
Well said Daily Whiff.
Call me Mr Conspiracy Theory, but when you have the convener of judges pick his ex boss at BBH as one of the main over seas judge what hope has any other agency have of getting anything. May I be brave and suggest a boycott like Clems did a few years ago.
As usual, my biggest problem with Axis is the quality of the food.
Here’s my summation;
The entree was nice – salmon drizzled in truffle oil. However, the rice was either undercooked or was left in a desert for a year or two to help it dry out. A poor start, and it didn’t get better.
Then the bread turned up – we were invited to take ‘one slice each’. Which was pathetic, I was getting pissed and I needed more than that to help sober me up so I could appear sane at my 8.30am meeting the next morning. I took three slices and told the man to bugger off and get some more. He didn’t.
The main – well I never actually got to order mine, I just turned up from the toilet to find a piece of chicken loosely wrapped in a strip of bacon. There might have been some other pieces of veges with it but I can’t remember. The chicken was moist, juicy, but flavourless. It must have been an Ingham Chicken. All I can say is that it filled a gap. The beef option looked slightly better, whilst the vegetarians were left with an omelette that looked good, but smelt of vomit.
Finally, the final insult – the Roses Chocolates with an ironic message from Cadbury. Actually, the chocolates were fun objects to throw, but that’s about it.
Look, for the amount of money an Axis ticket costs, you’d expect more. Next time I’m ordering pizzas delivered to the venue.
This entire evening was not a good advertisement for advertising.
TVNZ had a bloody good idea to create that Judge the Jury thing, hard to keep up with as the night ran so god dam quickly. But the idea that the Jury needs to be judged by the industry is perfect, especially in the case of this years winners. What a crock Axis
Judge the Jury???? Please.
Another lame attempt at a campaign about an award show which will propably be entered into axis next year by whoever made it. “And the 2013 Grand Poobah Axis goes to… the Campaign during Axis Campaign!”.
Seems fitting actually.