Special triumphs at Caxtons – digital campaign wins Quinlivan Black award for first time ever – GPY&R, Special + DDB lead the agency pack
UPDATED TO INCLUDE VIDEO OF THE CEREMONY – The 2011 Caxton Awards for Excellence in Newspaper Advertising was presented at a gala ceremony tonight at Chateau Elan in the NSW Hunter Valley, the finale of the three-day 2011 Caxton Seminar and Awards event.
For the first time ever, a digital campaign won the prestigious ‘Quinlivan Black’, which is the award given each year by the chair of judges to the ad or campaign considered “best in show”. The Special Group won the 2011 Quinlivan Black for its online campaign for Orcon, which also won Caxtons for Rich Video and Best Use of the Newspaper Medium. View the making of the living office banner.
A total of 23 Caxtons were awarded across 16 categories, with George Patterson Y&R, Melbourne taking the top spot with six awards, followed by Special Group, Auckland with four, the DDB network with three and Whybin/TBWA/Tequila, Sydney, The Monkeys Sydney and Colenso BBDO Auckland winning two Caxtons each.
The winners were drawn from a record number of 24 agencies named as finalists for this year’s Awards.
Competition was fierce on both sides of the Tasman: GPY&R garnered the most finalist nominations (11), followed by The Monkeys (8) and Colenso BBDO (6).
Says Caxton 2011 chair of judges Ben Coulson (top pic right), ECD at GPY&R Melbourne: “All of the judges were very interested to see how the industry is applying creativity to the new tech mediums that now exist in newspapers.
“We were incredibly impressed with the quality of entries, which proved beyond doubt that newspapers, in whichever form they take, remain one of the most important mediums for great creative advertising.”
Commenting on the Quinlivan Black Award, Coulson said: “I’m really excited by this year’s winner. Orcon’s expanding office banner is modern creativity at its best. It shows us the creative way forward, it surprises and delights with its idea, execution and use of the medium, turning a humble banner ad into an interactive mini TV show.
“This campaign demonstrates that we should always treat every brief like a chance to do something brilliant. Its creators and the client were brave enough to trust it would generate attention way beyond the norm for this type of medium, and they were right.
“What’s more, it shows us that even in press, digital will play a major role in the future of advertising,” he said.
This year, in recognition of the transforming nature of newspapers, the Caxton Committee introduced a number of new categories covering advertising on digital newspaper platforms including online and tablets.
Says Caxton chairman Rob Belgiovane (top pic left), creative partner at BWM, Sydney: “It’s been a terrific year for the Caxtons, and creative standards were extremely high.
“One of the most exciting aspects of this year’s awards was seeing fantastic creative work across the print categories – highlighted by campaigns for clients as varied as Volkswagen and the Royal Australian Navy – while in digital, we’ve seen some excellent work reflecting how newspapers are evolving as a medium onto these new platforms,” Belgiovane said.
2011 Caxton Awards – Winners
Automotive
Entry Title: Passat – Tennis
Executive Creative Director: Dylan Harrison
Creative Director: Steve Wakelam
Art Director: Adam Ledbury
Copywriter: Karen Ferry
Photographer: Alan McFetridge
Retoucher: CREAM
Agency: DDB Sydney
Client: VOLKSWAGEN
Consumer Services
Entry Title: Stealing your dreams – Car
Creative Director: Matty Burton & Dave Bowman
Art Directors: Pete Galmes, Julia Elton-Bott & Derek Anderson
Copywriters: John McKelvey & James Ross-Edwards
Designer: Paul Hughes
Retoucher: Nicu Mueller
Agency: Whybin/TBWA/Tequila, Sydney
Client: RaboDirect
Corporate, Government & Public Service
Entry Title: Human Frigate
Executive Creative Director: Ben Coulson
Art Director: Chris Northam
Copywriter: Simon Bagnasco
Photographer: Andreas Smetana
Retoucher: Electric Art
Agency: George Patterson Y&R, Melbourne
Client: Royal Australian Navy
Corporate, Government & Public Service
Entry Title: Mayday – Flare
Creative Director: Toby Talbot
Deputy Creative Director: Regan Grafton
Head of Art: Dave Brady
Art Director: Brett Colliver
Copywriter: Simone Louis
Retoucher: Gordon Moir
Agency: DDB Group New Zealand
Client: New Zealand Coastguard
Retail
Entry Title: The Great Indoors Awards – The Billy Award
Creative Director: Jay Gelardi
Art Director: B
ecky Alperstein
Copywriter: Henry Kember
Designer: Cindy Fogarty
Executive Creative Directors: Justin Drape & Scott Nowell
Agency: The Monkeys, Sydney
Client: IKEA
Travel & Leisure
Entry Title: JR
Executive Creative Director: Ben Welsh
Art Director: Graham Johnson & Shane Gibson
Copywriter: Andy Flemming
Photographer: Jamie McFadyen
Designer: Shane Kruger
Retoucher: Limehouse
Agency: M&C Saatchi, Sydney
Client: Qantas
Best Topical Ad
Entry Title: RAA Election Ad
Creative Director: James Rickard
Art Director: Dale McGuinness
Copywriter: David Ormston
Agency: kwp! Advertising
Client: Royal Australian Air Force
Best Topical Ad
Entry Title: Osama
Executive Creative Director: Paul Catmur
Executive Creative Director: Daniel Barnes
Art Director: Crispin Schuberth
Copywriter: Paul Catmur
Agency: Barnes, Catmur & Friends, Auckland
Client: Hell Pizza
Best Copywriting
Entry Title: Smart Puppies – Home Alone
Copywriter: Levi Slavin & Dave Govier
Creative Director: Levi Slavin
Art Director: Levi Slavin
Designer: Levi Slavin
Executive Creative Director: Nick Worthington
Agency: Colenso BBDO, Auckland
Client: Mars
Best Art Direction
Entry Title: Where Spring Comes From – Orange
Art Director: Paul Meates
Copywriter: Evan Roberts
Photographer: Andreas Smetana
Retoucher: Toby Pike
Executive Creative Director: Ben Coulson
Agency: George Patterson Y&R, Melbourne
Client: Spring Valley
Best Photography Entry Title: Human Frigate
Art Director: Chris Northam
Copywriter: Simon Bagnasco
Photographer: Andreas Smetana
Retoucher: Electric Art
Executive Creative Director: Ben Coulson
Agency: George Patterson Y&R, Melbourne
Client: Royal Australian Navy
Best Illustration
Entry Title: Tastefully Original – Pink Grapefruit, White Grape & Apple / Kiwi & Apple / Apple, Peach & Apricot
Illustrator: Stuart McLachlan
Creative Director: Brendon Guthrie and Tim Holmes
Art Director: Ian Bear
Copywriter: Michael Mulcahy
Executive Creative Director: Grant Rutherford
Agency: DDB Group Melbourne
Client: HJ Heinz
Best Illustration
Entry Title: Where Spring Comes From
Art Director: Paul Meates
Copywriter: Evan Roberts
Photographer: Andreas Smetana
Retoucher: Toby Pike
Executive Creative Director: Ben Coulson
Agency: George Patterson Y&R, Melbourne
Client: Spring Valley
Best Typography
Entry Title: New Policy
Creative Directors: Josh Moore & Chad Mackenzie
Art Director: Tim Chenery
Copywriter: Nigel Clark
Illustrator: Luca Ionescu from Likeminded Studio
Producer: Corinne Porter
Agency: US Sydney
Client: SBS
Best Campaign
Entry Title: The Great Indoors Awards
Creative Director: Jay Gelardi
Art Director: Becky Alperstein
Copywriter: Henry Kember
Designer: Cindy Fogarty
Executive Creative Directors: Justin Drape & Scott Nowell
Agency: The Monkeys, Sydney
Client: Ikea
Best Campaign
Entry Title: Human Fleet
Executive Creative Director: Ben Coulson
Art Director: Chris Northam
Copywriter: Simon Bagnasco
Photographer: Andreas Smetana
Retoucher: Electric Art
Agency: George Patterson Y&R, Melbourne
Client: Royal Australian Navy
Best Campaign
Entry Title: Smart Puppies
Executive Creative Director: Nick Worthington
Creative Director: Levi Slavin
Art Director: Levi Slavin
Copywriters: Levi Slavin & Dave Govier
Designer: Levi Slavin
Agency: Colenso BBDO, Auckland
Client: Mars
Best Campaign
Entry Title: Stealing your dreams
Creative Director: Matty Burton & Dave Bowman
Art Directors: Pete Galmes, Julia Elton-Bott & Derek Anderson
Copywriters: John McKelvey & James Ross-Edwards
Designer: Paul Hughes
Retoucher: Nicu Mueller
Agency: Whybin/TBWA/Tequila, Sydney
Client: RaboDirect
Rich Media (In Page & Expanding Ads)
Entry Title: Orcon Business Banner
Creative Director: Tony Bradbourne
Creative Director: Rob Jack
Agency: Special Group, Auckland
Client: Orcon
Rich Media (In Page & Expanding Ads)
Entry Title: Source Code
Executive Creative Director: Ben Coulson
Art Director: Paul Meates
Copywriter: Evan Roberts
Designer: Stephen Joss
Agency: George Patterson Y&R, Melbourne
Client: Royal Australian Air Force
Rich Video
Entry Title: Orcon Business Banner
Creative Director: Tony Bradbourne
Creative Director: Rob Jack
Agency: Special Group, Auckland
Client: Orcon
Best Use of The Newspaper Medium
Entry Title: Orcon Business Banner
Creative Director: Tony Bradbourne
Creative Director: Rob Jack
Agency: Special Group, Auckland
Client: Orcon
QUINLIVAN BLACK
Entry Title: Orcon Business Banner
Creative Director: Tony Bradbourne
Creative Director: Rob Jack
Agency: Special Group, Auckland
Client: Orcon
4 Comments
Another shining example of how a creative award winning idea translate into great results for the client and client-retention dor the agency.
Oh wait.
Another shining example of someone so keen to take an anonymous swipe at an agency that they didn’t even bother to check their spellin
The Spring stuff is old school, but very great
Everyone on client side knows the Orcon work was a flop, infamously so.