'Blazed' crowned most creative ad of the year

Clemenger BBDO's "Blazed"
Grand Axis Winner – Clemenger BBDO Photo credit: RiK Photography

Clemenger BBDO’s viral ad involving three kids pretending to be stoned in a car took home the top prize last night at the ad industry’s top creative award show.

Networked agencies dominated the Axis Awards show last night which 800 of ad land's best attended.

The event was hosted by The Radio Network’s Andrew Dickens, who aside from a few annoying plugs, got through the ceremony in an extremely efficient manner.

The host instructed audiences when to eat and when to clap to rip through the ceremony in 90 minutes.

The top prize for an individual campaign went to Clemenger BBDO’s “Blazed” for long time client the New Zealand Transport Agency (scroll to end to view). Clemenger also took home a grand prix and four golds for the one TV ad, which was directed by Taika Waititi.

The ad aimed at making Maori men aware of the dangers of drug driving, was made to air on Maori TV and cost $250,000 to produce. It went viral and captured headlines around the world with no social media spend.

Colenso BBDO/Proximity’s “Smart Phone Line” work for client Samsung – a favourite to win following success at last week’s NZ Direct Marketing Awards - took home a grand prix in the outdoor category. The agency picked up seven gold axis awards spread among key clients Samsung, BNZ and Fonterra brand Tip Top.

Colenso’s award haul meant the ad shop won creative agency of the year award based on points. On receiving the accolade, managing director Nick Garrett praised the work of departing creative director Levi Slavin who heads to New York this week to join top ad agency Anomaly.

Mr Garrett also thanked former DDB chief executive and CAANZ president Sandy Moore.

Insurance brand NZI had a big win with its “Devil’s Chair” – an animated campaign with the strapline “bad’s not going anywhere, and neither are we.”

The campaign won gold for DraftFCB and a grand prix for production house Assembly. DraftFCB also won a gold for its charity work for Unicef.

DDB also took home golds for work for Lion’s Steinlager brand, and the beer giant took home the creative business of the year award.

Saatchi & Saatchi had a better faring this year, taking three golds; two for its Beer Plumber prank for DB Breweries brand Tui and one for ASB’s Like Loan campaign.

The lifetime achievement award was given to CAANZ president Sandy Moore who said he was shocked and that he had in fact prepared a speech honouring someone else.

CAANZ chief executive Paul Head gushed over the veteran ad man, saying that there was no one more deserving of the award.

During Mr Moore’s tribute video it was speculated that Mr Moore loves the DDB brand so much he has the logo tattooed on his bottom.

He did not deny the claims.

View photo's from last night's gala dinner here

View full list of winners here

Major award winners (Source: CAANZ)

 

Award

Agency

Advertiser

Entry Title

Grand Axis

Clemenger BBDO

New Zealand Transport Agency

Blazed

Creative Agency of the Year

Colenso BBDO/Proximity New Zealand

 

 

Creative Business of the Year

 

Lion

 

Production Company of the Year

The Sweet Shop

 

 

Craft Grand Prix - Direction

Curious Film

New Zealand Transport Agency

Blazed

Craft Grand Prix - Animation/Design/Visual Effects

Assembly

NZI

Devil's Chair

Grand Prix - Out-of-Home

Colenso BBDO/Proximity New Zealand

Samsung New Zealand

The Smart Phone Line

Grand Prix - Screen

Clemenger BBDO

New Zealand Transport Agency

Blazed

Lifetime Achievement Award

Sandy Moore - DDB

   

Emerging Talent

DraftFCB New Zealand

Kevin Walker and Melina Fiolitakis

 

TVNZ Axis Student Challenge Award

Sam Pascoe and Hannah King

Media Design School

Share the drama – Coke

         

 

Below is a list of the Gold Axis category winners:

Category

Agency

Advertiser

Entry Title

Animation/Design/ Visual Effects

Assembly

NZI

Devils Chair

Charity

DraftFCB New Zealand

UNICEF

UNICEF Food Photos

Copywriting

Clemenger BBDO

New Zealand Transport Agency

Blazed

Digital/Interactive Campaign

Colenso BBDO/Proximity New Zealand

Bank of New Zealand

EmotionScan

Digital/Interactive Campaign

Colenso BBDO/Proximity New Zealand

Samsung New Zealand

The Smart Phone Line

Direct Campaign

Colenso BBDO/Proximity New Zealand

Samsung New Zealand

The Smart Phone Line

Direction

Curious Film

New Zealand Transport Agency

Blazed

Direction

Assembly

NZI

Devils Chair

Editing

The Sweet Shop

Lion

Be The Artist

Integrated AXIS

Colenso BBDO/Proximity New Zealand

Samsung New Zealand

The Smart Phone Line

Long Form Branded Content

Clemenger BBDO

New Zealand Transport Agency

Blazed

Magazine Campaign

DDB Group New Zealand

Lion

Be the Artist

Out-of-Home Campaign

DDB Group New Zealand

Lion

Be the Artist

Out-Of-Home Special Build

Colenso BBDO/Proximity New Zealand

Samsung New Zealand

The Smart Phone Line

PR

Saatchi & Saatchi New Zealand

DB Breweries - Tui

Beer Plumber

Radio Single

Colenso BBDO/Proximity New Zealand

Fonterra Brands (Ltd) Tip Top

Voice Transplant

Social

Saatchi & Saatchi New Zealand

ASB Bank

Like Loan

TV Single Commercial Above 30'

Clemenger BBDO

New Zealand Transport Agency

Blazed

TV Single Commercial Above 30'

DraftFCB New Zealand

NZI

Devils Chair

Viral Film

Saatchi & Saatchi New Zealand

DB Breweries - Tui

Beer Plumber

Viral Film

Clemenger BBDO

New Zealand Transport Agency

Blazed

Websites and Microsites

Colenso BBDO/Proximity New Zealand

Bank of New Zealand

EmotionScan

vyoung@nbr.co.nz

 

This article is tagged with the following keywords. Find out more about My Tags

NZ Market Snapshot

Forex

Sym Price Change
USD 0.7858 -0.0026 -0.33%
AUD 0.9126 0.0042 0.46%
EUR 0.6319 -0.0056 -0.88%
GBP 0.5006 -0.0036 -0.71%
HKD 6.0957 -0.0240 -0.39%
JPY 92.9240 0.0380 0.04%

Commods

Commodity Price Change Time
Gold Index 1201.1 7.690 2014-11-21T00:
Oil Brent 78.6 -0.120 2014-11-21T00:
Oil Nymex 76.5 0.710 2014-11-21T00:
Silver Index 16.4 0.260 2014-11-21T00:

Indices

Symbol Open High Last %
NZX 50 5471.7 5471.7 5471.7 -0.28%
NASDAQ 4725.2 4755.0 4713.0 0.89%
DAX 9722.3 9832.4 9732.5 0.54%
DJI 17812.6 17855.3 17810.1 0.04%
FTSE 6750.8 6764.0 6750.8 -0.31%
HKSE 23883.3 23936.3 23437.1 1.95%
NI225 17285.7 17381.6 17300.9 0.33%