Ogilvy NZ scores coveted Grand Axis for New Zealand Police’s ‘Most Successful Recruitment Video’ at the 2018 Axis Awards held last night; Colenso BBDO crowned Axis Agency of the Year

At the packed-out historical Shed 10, emceed by the rocking Mikey Havoc, 700 advertising and film types came together to celebrate the industry’s best creative work from the past year.

Duncan Marshall, creative partner of Droga5, New York and Scott Nowell, creative partner at The Monkeys, Sydney, flew into Auckland earlier last week, and joined the 4 local jury presidents on the executive judging Panel. Their role was to award the final metal which included a total of 35 gold Axis Awards, 4 Grand Prix and 8 additional Special Awards including Emerging Talent sponsored by Marsden Inch, the Google Axis Student Challenge award and the new Brand Axis sponsored by TVNZ.

The highly coveted Grand Axis for 2018 was awarded to Ogilvy and Mather (pictured top) for its optimistic, and all inclusive “Most Successful Recruitment Video” created for The New Zealand Police to encourage a diversity of New Zealander’s to consider a career in the police force.  Even the Police Commissioner played a part in the spot and this was a hit with all judges.  The trophy will no doubt sit alongside the Grand Prix awarded in Film and Video and a further 6 Gold Axis Awards in Viral, TV above 30″, Online ad above 30″, PR Social & Digital, Promo and Activation and Direct Digital. 

Ogilvy had an awesome night and the International Judges had this to say: “Nowhere else in the world other than in NZ could you have put together a piece of film like this.  It’s really optimistic and fun as a piece of work but with a serious message.  It was beautifully put together and we were really proud to give it the top prize.”

That said, there were many other great pieces of winning work and happy agency teams at Axis 2018.

DDB had a good night out at Axis this year with its work for Lion  – “Fight for Territory”, picking up a popular Gold in Out of Home Special Build and Creative Use of Media. NetSafe, “Re:scam” picked up a Gold in Charity Creative Use of Media and in craft for copywriting.  DDB’s Girls Break Up Ice Cream for Sky Television gave them a gold in Craft for Art Direction and Typography, and there was also gold for “Dylan” for Lotto NZ in the classic TV over 30″ category.

There were quite a few winners in the classic Film and Video category this year which was great to see, including the multiple gold winning “Rats Tale” for Clemenger BBDO and NZTA, “Celebrate Family” for Colenso and Spark, “The Most Successful Police Recruitment video” for Ogilvy and the NZ Police. In category “Online above 30” the judges also awarded a GOLD for Shine’s work with Goodman Fielder and Vogels – this time for their piece featuring Chris Knox.

FCB had a surprise from the exec judges with their work for Vodafone and Say It Tika, picking up a popular Gold in Digital and Interactive and also in the Executive Award category – For Good.  “Say It Tika” went on to win a Grand Prix in the For Good category for a piece of work where a business makes a difference for the New Zealand community. FCB also won a further gold for “Swim Reaper” in Digital Copywriting and the Human Serengeti work for Prime TV earned a clutch of silvers with Harmonic (Peter Hobbs) picking up a gold in Craft for Sound Design.

Other big winners included Clemenger BBDO who did an amazing job with the on-scene graphics and theme this year at Shed 10.  Clemenger and the NZ Human Rights Commission won big for their important work “Give nothing to Racism”, picking up a much deserved Gold in Copywriting Film and Video and another Gold in PR, Social & Digital.   Clemenger then went on to win Gold in Direct for the powerful work for The Ministry of Children, Oranga Tamariki, for the Trails of Taonga.  This went on to win a coveted Grand Prix in the Direct category. Clemenger BBDO and NZ Transport Agency also picked up the new Brand Axis Award, awarded to both client and agency, who have created excellent creative brand work for five + years.

And then of course there was Colenso BBDO who were a massive creative force on the night.  Colenso BBDO picked up two dozen silvers across the board and then multiple Golds for DB with Beer Bottle and Sand  in Promo & Activation, in Campaign for Promo & Activation.  Mars NZ with Pedigree’s Selfie Stick won Gold in Digital & Interactive’s Mobile category, plus Pedigree’s Child Replacement Programme won several golds in Magazine Campaign, in Promo & Activation, and then swept up a fiercely challenged Integrated Gold and then went on to win a Grand Prix for this.  This was a hugely popular campaign and enjoyed by all judges. 

In Craft “editing” The Sweet Shop picked up a gold for “Dylan”, for New Zealand Lotteries, FINCH scored one for “Rats Tale” in Editing and then picked up a coveted gold in Direction for the same work for Clemenger BBDO and NZTA. And Assembly nailed it again this year with beautifully animated work “Geoff”, but scored big with 2 Golds for Inside Out for Fonterra Brands in Art Direction and in Animation. 

On the night, DDB, FCB, Ogilvy, Clemenger all contested with their golds for Agency of the Year, but Colenso BBDO were the force du jour, as they raced to the finish with a massive clutch of bronzes, silvers and golds plus, plus a Grand Prix to win the Agency of the Year for 2018.

Creative Client of the Year went to Fonterra Brands NZ and Assembly (above) were celebrated and named Production Company of the Year.

Nick Worthington (left), creative chairman at Colenso BBDO was honoured with a Lifetime Achievement Award for his incredible, creative career in the advertising industry. The room took a moment to stand to pay their respect to “the King” as the clip played and Worthington was true to form with his upbeat and humble acceptance of the award.

The Google Axis Student Challenge Award went to Jay Kim and Malik Ben Brahim from Media Design School for their campaign OPSM – Eye yoga.  The Emerging talent went to Sarsha Drakeford (right) and Geordie Wilson (left) from DDB who have already created excellent work, including gold winning work from DDB, Re:Scam for Netsafe.

Says Justin Mowday, CEO, DDB NZ: “We are really proud to be recognised across a range of categories for our diverse collection of work. It is always a great feeling to be acknowledged at our local awards show.

“This year, we are most proud of our young creatives, Sarsha and Geordie, who took home the Emerging Talent Award. It’s only by attracting and encouraging young talent that we will continue to produce exceptional work for our clients. Congratulations to Sarsha and Geordie, the recognition is well-deserved.”

Says Paul Head, CEO, The Comms Council: “Axis has always been a moment we respect in the New Zealand creative calendar because it is a celebration of our best creative work; the work our industry is most proud of because it has broken the rules, permeated popular culture and influenced behavioural change; well done to all the winners this year.”