Tribal/DDB Group Aotearoa takes out Best in Show for Samsung ‘iTest’ at The Caples Awards 2022

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Tribal/DDB Group Aotearoa takes out Best in Show for Samsung ‘iTest’ at The Caples Awards 2022

Tribal/DDB Group Aotearoa has taken out Best in Show for Samsung ‘iTest‘ at The Caples Awards 2022.


The campaign also scored two Golds, one Silver and a Bronze and has resulted in DDB Group Aotearoa being named Caples Agency of the Year. DDB Aotearoa also scored a further four Bronze.

In the final discussions with the shortlist for the top Best in Show accolade down to Tribal/DDB Group Aotearoa’s ‘iTest’, DDB Sydney’s ‘GTi Hijack’ for Volkswagen Australia and ‘Uber Heetch’ from Marcel Paris for car-ride company Heetch, it was agreed that while ‘GTi Hijack’ was a brilliant simulation of the brand experience, ‘iTest’ was a simulacrum of the experience, an idea that could never be replicated for another brand.

The wins kept continuing for New Zealand with Special scoring three Golds for MND New Zealand ‘David’s Unusables’. Saatchi & Saatchi picked up a Gold for Global Women ‘A Career Limiting Campaign’ plus two Silver and two Bronze. Colenso BBDO secured three Silver and one Bronze; Yarn won two Silver and a Bronze, VMLY&R won a Silver and TBWA\New Zealand picked up four Bronze.

The special jury awards

Best in Show:
Tribal /DDB Group Aotearoa (New Zealand) for Samsung ‘iTest’.

Best Art Direction:
Serviceplan Middle East/Germany – MINI ‘Minimalism’.

The jury was unanimous in the decision to give this campaign Gold. The idea starts and ends with the art direction. Inspired by the MINI logo, it is a brilliant example of sustained branding.

Best Copywriting:
CHEP Network – Flybuys ‘Give a Flybuys’.

The jury loved how the creative team took an unpromising brief to promote a points-based customer-loyalty programme and riffed humorously off it. “Smell that? Smells like points…” was one favourite line.

Most awarded campaigns:

3 Golds:
Special, Aotearoa for MND New Zealand ‘David’s Unusables’

3 Golds, 1 Silver
Saatchi & Saatchi Düsseldorf for WWF Germany ‘Non-Fungible Animals’

2 Golds, 1 Silver, 1 Bronze
Tribal/DDB Group Aotearoa for Samsung ‘iTest’

2 Golds, 1 Silver
Marcel Paris for Heetch ‘Uber Heetch’

2 Golds, 1 Silver
CHEP Network Australia for Flybuys ‘Give a Flybuys’

2 Golds
Serviceplan Middle East/Germany for MINI ‘MINImalism’

Top agencies:

DDB Group Aotearoa (New Zealand) 26
Zulu Alpha Kilo, Toronto 25
72andSunny, Los Angeles 23
FamousGrey, Belgium 19
Impact BBDO, UAE 18

The Caples Awards is unique in being a free-to-enter global festival run by creative people for creative people. It survives thanks to the sponsorship of BBDO Worldwide, WPP and Publicis Groupe UK.

In 2022, Genie, the AI-powered talent agent for agencies, is sponsoring the awards ceremony.

In 2022, work was submitted from 44 countries and winners have come from Jordan, Morocco and Slovakia as well as from all the major advertising centres.

Jurors enjoy judging The Caples because they are free to give as many – or as few – awards as they choose. In 2022 they whittled 1,750 entries down to a shortlist of 456. 118 Bronzes, 62 Silvers and 35 Gold Awards have been made.

All The Caples Awards winners can be viewed at

The team of 41 jurors were led by Ben Mooge, chief creative officer of the Publicis Group of agencies in the UK.

Says Mooge: “While I am an enthusiast for purpose-led brands, my brief to the jurors was to be especially supported of work created for overtly commercial purposes. Work that works. I am proud of the breadth and the depth of our winners. Emerging from the last two years of lockdown at last, The Caples Awards are proof that creativity is in rude health and driving business growth.”

As president of the jury, Mooge has two awards within his personal gift:

The Andi Emerson Award
This is recognition of any person who the president feels has made an outstanding contribution to creativity. In 2022, Mooge’s honoree is David Kolbusz, until recently the chief creative officer of Droga5 London.

See the video of Kolbusz accepting the award at

The Courageous Client Award
The Caples Awards pioneered the idea of honouring the clients who often put their jobs on the line in buying and running challenging ideas. Mooge’s nomination in 2022 goes to Nayla Tuenia, editor-in-chief of AnNahar newspaper in Lebanon. There are few clients who would actually stop making their product and who would forfeit all revenues, albeit for just a day, but fewer still who would stand up so publically to the mafioso who would prefer Lebanon to remain ungovernable.