Special, Colenso BBDO and DDB lead NZ pack at Caxton Awards; ADF ‘Mobile Medic’ campaign takes out Quinlivan Black for best of show
The 2012 Caxton Awards for Excellence in Newspaper Advertising was presented at a gala ceremony tonight on Hamilton Island, the finale of the three-day 2012 Caxton Seminar and Awards event.
GPY&R Melbourne’s ‘Tri Service’ campaign for the Australian Defence Force won the prestigious ‘Quinlivan Black’, which is the award given each year by the chair of judges and jury to the ad or campaign considered best in show.
A total of 24 Caxtons were awarded across 21 categories, with George Patterson Y&R and the DDB network sharing top position with five awards each.
The Special Group in Auckland repeated its 2011 Caxton success by winning four awards for a second consecutive year, while two awards apiece went to Colenso BBDO, Auckland, DDB New Zealand and Whybin\TBWA, Sydney.
The winners were drawn from 57 entries from 19 ad agencies named as finalists for this year’s Awards, with strong competition from both sides of the Tasman.
The most finalists for 2012 were in the hotly contested FMCG category, followed by Best Use of the Newspaper Medium, Best Art Direction and Best Campaign.
New categories included mobile and tablet and technical innovation and The Newsworthy Idea of the Year Award, which was created this year to recognise an outstanding advertising idea that has transcended its media channel and become news in its own right. The inaugural winner of this new award was Ogilvy & Mather Sydney for Coca Cola’s “Share A Coke” campaign.
Says Justin Drape, Caxton chairman: “We’ve been fortunate to have some of the brightest creative minds in our industry judging the awards this year, and the fact that the jury named 57 finalists and 24 winners says a lot about the quality of the entries.
“This includes a strong showing in the digital categories which suggests that the transformation newspapers are undergoing is offering great creative opportunities.”
Says Ant Keogh, Caxton 2012 chair of judges: “We saw a great standard of work in print and the new digital categories, the latter which can only improve as agencies begin to exploit the possibilities of online and tablet newspaper apps.”
Commenting on the Quinlivan Black Award, Keogh said: “[GPY&R’s] Mobile Medic ad stood out head and shoulders above the other digital work, a great, targeted, super-clever idea.
“Having said that, this year, the print work stood up very well. It’s the classic print campaigns for cars and beer and TV stations that stuck with me most,” Keogh said.
A highlight of the 2012 Awards ceremony was the presentation of the prestigious Denis Everingham Award to legendary ad man Gordon Trembath (left), founder of the The Campaign Palace.
Originally created to recognise outstanding copywriting, and named in honour of one of Australia’s most lauded copywriters, the Denis Everingham Award has only been bestowed three times in the 38 year history of the Caxtons.
Says Drape: “Gordon has played a significant part in pushing the standard of Australian advertising forward so this is a long overdue award.”
Trembath accepted the award from the first ever winner of the Denis Everingham, Jack Vaughan, who was a creative director of The Palace between 1978 and 1988, first in Melbourne, then in Sydney.
Acknowledging Trembath’s extraordinary talent in art direction and graphic design, Vaughan said he was glad the award had been broadened beyond the craft of copywriting.
Says Vaughan: “I’m very pleased to see that what originated as an award for masters of copy now includes someone with Gordon’s great skills.
“This is the first time the Denis Everingham has honoured a craftsman beyond copywriting and that’s a good thing because of course there’s no reason why art directors shouldn’t receive the same recognition as copywriters, particularly since the crafting of words and pictures is not as clear cut as perhaps it used to be.”
Another highlight was the return of the Caxton Talent Quest, won by BWM creative partner Rob Belgiovane (left), who won in 2010, the last time the quest was held as well as several times prior to that.
2012 Caxton Awards – Winners
Standard Banners
Entry Title: Un-Rugby This Banner
Creative Director: Tony Bradbourne, Rob Jack
Art Director: Kim Fraser
Copywriter: Kim Fraser
Designer: Heath Lowe
Agency: Special Group, Auckland
Client: FOUR/MediaWorks
Rich Media
Entry Title: The Kiwi Sceptics
Creative Director: Bob Mackintosh
Art Director: Ciaran McCarthy
Copywriter: Kae Yen Wong
Photographer: Katie Kaars
Designer: Christian Hewitt
Editor: Pete Ward
Agency: Host, Sydney
Client: Air New Zealand
Mobile and Tablet
Entry Title: Tri Service – Mobile Medic
Executive Creative Director: Ben Coulson
Creative Director: Chris Northam
Art Director: Jake Barrow
Copywriter: Matt Lawson
Photographer: Hugh Peachy
Designer: Janna Mamar
Retoucher: Starkart
Producers: Carrie Burman, Luke Tellefson
Strategist: Tom Ward
Medical Consultant: Peter Smith
Account Supervisor: Janet Pr
oposch
Agency: George Patterson Y&R, Melbourne
Client: Australian Defence Force
Technical Innovation
Entry Title: Tri Service – Mobile Medic
Executive Creative Director: Ben Coulson
Creative Director: Chris Northam
Art Director: Jake Barrow
Copywriter: Matt Lawson
Photographer: Hugh Peachy
Designer: Janna Mamar
Retoucher: Starkart
Producers: Carrie Burman, Luke Tellefson
Strategist: Tom Ward
Medical Consultant: Peter Smith
Account Supervisor: Janet Proposch
Agency: George Patterson Y&R, Melbourne
Client: Australian Defence Force
Automotive
Entry Title: Park Assist Technology
Executive Creative Director: Dylan Harrison
Creative Director: Steve Wakelam, Nick Pringle
Art Director: Steve Wakelam, Nick Pringle
Copywriter: Steve Wakelam, Nick Pringle
Photographer: Andreas Bommert
Retoucher: Matt Bright
Managing Partner: Nicole Taylor
Business Director: Dave Murphy
Agency: DDB Group Sydney
Client: Volkswagen Australia
Consumer Services
Entry Title: Dominate with Domain – Winged Bats
Executive Creative Director: Matty Burton, Dave Bowman
Art Director: Julia Elton-Bott
Copywriter: Jol Temple
Photographer: Matt Baker
Designer: Chris Mawson
Retoucher: Nick Mueller
Agency: Whybin\TBWA Sydney
Client: Fairfax Media Ltd
FMCG
Entry Title: Spending Too Much Time With Your Wife?
Executive Creative Director: Ant Keogh
Art Director: Ant Phillips
Copywriter: Richard Williams
Photographer: Neil Bailey
Retoucher: Mike McCall
Agency Producer: Mary Darzi
Account Director: Nick Cohen
Account Manager: Toby Beaumont
Agency: Clemenger BBDO Melbourne
Client: Carlton & United Breweries
Entry Title: The Idiot
Creative Director: Levi Slavin
Art Director: James Tucker
Copywriter: Levi Slavin, Simon Vicars
Photographer: Alistair Guthrie (Snapper Ltd)
Designer: Kate Slavin
Retoucher: Tias Somers
Creative Chairman: Nick Worthington
Agency: Colenso BBDO, Auckland
Client: DB Breweries
Corporate, Government & Public Service
Entry Title: Drugs Confusion
Executive Creative Director: Michael Knox
Creative Director: Nigel Dawson
Art Director: Josh Murrell
Copywriter: Sharon Condy
Photographer: Erik Johansson
Retoucher: Erik Johansson
General Manager: Randal Glennon
Account Director: Jodi Gubana
Senior Account Manager: Bec Stewart
Agency: Grey Melbourne
Client: Transport Accident Commission
Charity & Community Service
Entry Title: Timothy
Executive Creative Director: Julian Watt
Creative Director: David Joubert
Art Director: David Joubert, Chris Crawford
Copywriter: Bart Pawlak, Lachlan Lazar
Phorographer: Janyon Boshoff
Agency: George Patterson Y&R Sydney
Client: Juvenile Diabetes Research Foundation
Media & Entertainment, Telecommunications & IT
Entry Title: Send a Paper
Creative Director: Tony Bradbourne, Rob Jack
Art Director: Iain MacMillian
Copywriter: Antony Wilson
Designer: Heath Low
Typography: I Love Dust
Agency: Special Group, Auckland
Client: Newspaper Advertising Bureau
Entry Title: The Rialto Channel – Independent Film for Independent Minds
Executive Creative Director: Toby Talbot, Andy Fackrell
Creative Director: Chris Schofield and Regan Grafton
Head of Art: Dave Brady
Art Director: Damian Galvin
Copywriter: Rory McKechnie
Photographer: Lewis Mulatero
Designer: Renee Lam
Retoucher: Gordon Moir
Producer: Andy Robilliard
Account Service: Scott Wallace, Danielle Richards, Brad Armstrong, Victoria Meo
Senior Planner: David McIndoe
Agency: DDB Group New Zealand
Client: SKY Television
Retail
Entry Title: Pool Fence
Art Director: Neil Martin
Copywriter: Mark McDonald
Illustrator: Luka Znaor
Managing Director: Luciano D’Ambrogio
Agency: Ad Impact Advertising, Perth
Client: Midalia Steel
Travel & Leisure
Entry Title: TNZ Te Araroa – The Long Pathway
Executive Creative Directors: Matty Burton, Dave Bowman
Creative Director: Gavin McLeod
Art Director: Dave Brady
Copywriter: Richard Shaw, Cindy Cato
Designer: Chris Mawson, Nick Mueller
Illustrator: Dave Brady
Creative Group Heads: Dave Brady, Asheen Naidu
Agency: Whybin\TBWA Sydney
Client: Tourism New Zealand
Best Campaign
Entry Title: Park Assist Technology
Executive Creative Director: Dylan Harrison
Creative Director: Steve Wakelam, Nick Pringle
Art Director: Steve Wakelam, Nick Pringle
Copywriter: Steve Wakelam, Nick Pringle
Photographer: Andreas Bommert
Retoucher: Matt Bright
Managing Partner: Nicole Taylor
Business Director: Dave Murphy
Agency: DDB Group Sydney
Client: Volkswagen Australia
Best Topical Ad
Entry Title: Send a Paper
Creative Director: Tony Bradbourne, Rob Jack
Art Director: Iain MacMillian
Copywriter: Antony Wilson
Designer: Heath Low
Typography: I Love Dust
Agency: Special Group, Auckland
Client: Newspaper Advertising Bureau
Best Use of The Newspaper Medium
Entry Title: Odd Spot
Creative Director: Richard Ralphsmith
Art Director: Chris Rogers, Aaron Lipson
Copywriter: Chris Ellis
Senior Account Director: Alana Mason
Agency: CHEproximity, Melbourne
Client: Peter MacCallum Cancer Centre
Best Cross Platform Newspaper Campaign
Entry Title: FOUR. The Home of NOT Rugby
Creative Director: Tony Bradbourne, Rob Jack
Art Director: Tony Bradbourne
Copywriter:
Kim Fraser
Designer: Heath Lowe
Agency: Special Group, Auckland
Client: FOUR/MediaWorks
Best Copywriting
Entry Title: The Wine List
Creative Director: Levi Slavin
Art Director: James Tucker
Copywriter: Levi Slavin, Simon Vicars
Photography: Alistair Guthrie (Snapper Ltd)
Designer: Kate Slavin
Retoucher: Tias Somers
Creative Chairman: Nick Worthington
Agency: Colenso BBDO, Auckland
Client: DB Breweries
Entry Title: The Rialto Channel – Independent Film for Independent Minds
Executive Creative Director: Tony Talbot, Andy Fackrell
Creative Director: Chris Schofield and Regan Grafton
Head of Art: Dave Brady
Art Director: Damian Galvin
Copywriter: Rory McKechnie
Photographer: Lewis Mulatero
Designer: Renee Lam
Retoucher: Gordon Moir
Producer: Andy Robilliard
Account Service: Scott Wallace, Danielle Richards, Brad Armstrong, Victoria Meo
Senior Planner: David McIndoe
Agency: DDB Group New Zealand
Client: SKY Television
Best Art Direction
Entry Title: As Smooth as Life is Rough
Creative Director: Andy DiLallo
Art Director: Matt Swinburne
Copywriter: Mike Felix
Photographer: Andreas Smetana
Designer: Jason Young (Typography)
Retoucher: Michel Luland, Alex Reznick
Illustrator: Jason Young
Head of Art: Vince Lagana
Head of Copy: Grant McAloon
Agency: Leo Burnett Sydney
Client: Diageo Australia
Best Photography
Entry Title: Park Assist Technology
Executive Creative Director: Dylan Harrison
Creative Director: Steve Wakelam, Nick Pringle
Art Director: Steve Wakelam, Nick Pringle
Copywriter: Steve Wakelam, Nick Pringle
Photographer: Andreas Bommert
Retoucher: Matt Bright
Managing Partner: Nicole Taylor
Business Director: Dave Murphy
Agency: DDB Group Sydney
Client: Volkswagen Australia
Best Illustration
Entry Title: Timothy
Executive Creative Director: Julian Watt
Creative Director: David Joubert
Art Director: David Joubert, Chris Crawford
Copywriter: Bart Pawlak, Lachlan Lazar
Phorographer: Janyon Boshoff
Agency: George Patterson Y&R Sydney
Client: Juvenile Diabetes Research Foundation
Newsworthy Idea of the Year Award
Entry Title: Share a Coke
Creative Director: Chris Ford, Boris Garelja
Creative team: Jakub Szymanski, Alex Stainton, Liam Hillier, Omid Amidi
Strategist: Gerry Cyron
Business Director: Adam Lee
Agency: Ogilvy & Mather Sydney
Client: Coca-Cola
The Denis Everingham Award
Gordon Trembath
Quinlivan Black Award
Entry Title: Tri Service – Mobile Medic
Executive Creative Director: Ben Coulson
Creative Director: Chris Northam
Art Director: Jake Barrow
Copywriter: Matt Lawson
Photographer: Hugh Peachy
Designer: Janna Mamar
Retoucher: Starkart
Producers: Carrie Burman, Luke Tellefson
Strategist: Tom Ward
Medical Consultant: Peter Smith
Account Supervisor: Janet Proposch
Agency: George Patterson Y&R, Melbourne
Client: Australian Defence Force