A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Friday, June 01, 2007


Saatchi & Saatchi, Publicis Mojo and TBWA\Whybin shared most of the golden spoils at the 2007 CAANZ AXIS awards, held tonight at Star City, Auckland.
The Chairman’s Best in Show was presented to TBWA\Whybin as part of the TBWA\180 Alliance for their ‘Bonded by Blood’ campaign for adidas/NZRU.

Saatchi and Saatchi’s work on ‘Worth the Pain’ for Young Guns is another campaign which clearly made an impression on judges this year winning both the Grande AXIS ‘X’ Award for interactive work and the Grande AXIS Direct as well as a gold for Mixed Media campaign.
Publicis Mojo took home the remaining two Grande AXIS awards for their work on Greenpeace’s Ocean Defenders Campaign winning the Grande AXIS Electronic for its work on Breathe and the Grande AXIS Print for Sudan.
The ‘Bonded by Blood’ campaign, which also won Gold in the ‘None of the Above’ category, impressed the panel of judges led by Chairman of Judges, Zak Mroueh of TAXI Canada INC.: “Adidas’ “Bonded by Blood” stuck in my head as a possible Best of Show from the moment I saw it. When the final judging results came back, my chairman’s pick was then validated by the jury ­– it was the only entry that received a perfect score. And it’s the one idea I’ve been talking about ever since I returned home,” says Mroueh.
The People’s Choice award went to Assignment NZ and the Sydney Film Company this year for its ‘Restless’ television advertisement for Hyundai Santa Fe. Advertiser of the Year was awarded to adidas/NZRU.
Film Construction won this year’s Production Company of the Year and the Industry Excellence Award was awarded to Jim Hall, Creative Director/Composer of Soundtrax.
The Emerging Talent award, which acknowledges those who have recently entered the industry, was presented to Helen Steemson and Matt Swinburne from Saatchi & Saatchi NZ whose early work has already begun to gain attention in the industry.
This year’s judging panel, made up of 30 local Creative Directors and four international judges, which also included John Merrifield, Creative at Large from TBWA\Asia Pacific, Peter Baker from The Glue Society, Sydney and Grant Rutherford from Clemenger BBDO, Melbourne, were all impressed with the quality of work submitted.
“I have no doubt that the best work deserves to do well internationally. New Zealand has the raw talent. All you have to do is convince more of your mainstream accounts, like the daring adidas client, to join you in the pursuit of world-class excellence,” says Mroueh.


Chairman's Best in Show
Adidas/NZRU 'Bonded by Blood'
TBWA\Whybin as part of the TBWA\180 Alliance

Grande AXIS ‘X’ Award Interactive
YoungGuns 'Worth the Pain'
Saatchi & Saatchi NZ

Grande AXIS Direct
YoungGuns 'Worth the Pain'
Saatchi & Saatchi NZ

Grande AXIS Electronic
Greenpeace 'Breathe'
Publicis Mojo

Grande AXIS Print
Amnesty International 'Sudan'
Publicis Mojo


Mixed Media Campaign
YoungGuns 'Worth the Pain'
Saatchi & Saatchi NZ

None of the Above
Adidas/NZRU 'Bonded by Blood'
TBWA\Whybin as part of the TBWA\180 Alliance

TV & Cinema Commercials, Community Service and Charity
Greenpeace 'Breathe'
Publicis Mojo

Magazine: Individual Community Service & Charity
Amnesty International 'Sudan'
Publicis Mojo

Radio: Single
Prime TV 'Fresh Baking'
DRAFTFCB New Zealand

Outdoor & Indoor: Community Service & Charity
Amnesty International 'Sudan'
Publicis Mojo

Craft: Art Direction & Typography
Auckland Art Gallery 'Art & The Sixties - Krays'
Saatchi & Saatchi NZ

For the complete record of results visit the CAANZ website:


Anonymous Anonymous said...

Before everyone gets too excited lets remember that the biggest contender with the most potential entries choose to not enter this year & was vindicated when you look at the scam creative work done for charitys.BRING ON THE EFFIES - WERE RESULTS COUNT !!

3:46 am NZST

Anonymous Anonymous said...

Saatchi will have lots to live up to now without Toby and what a year for Shaz at DDB. Seems Mojo is slowly becoming the place to be, nice one Nick.

10:23 am NZST

Anonymous Anonymous said...

The top prize goes to largely overseas work, the other four go to two charity pieces and an industry-facing job. Just a terrible year for real advertising, or confirmation that Axis should be put out of its misery?

5:15 pm NZST

Anonymous Anonymous said...

A ho hum night with no real surprizes given no Clem entries. Gossip of the night being wrc chiefs verbal bust up with the Pond boys, very ugly & stopped by a rather large waiter - anyone else see/ hear it ? Theres a story there somewhere???? Get onto it before someone throws some $$ at it to hush it up.

8:18 pm NZST

Anonymous Anonymous said...

Surely the BNZ pigs campaign deserved a mention?

1:01 pm NZST

Anonymous Anonymous said...

Pigs will fly....

5:45 pm NZST

Anonymous Anonymous said...

8.18 are you on drugs? Not to sure about that one.

6:06 pm NZST

Anonymous Anonymous said...

How did "Agency of the Year" Y&R do?

Or Meares Taine? Sorry, I mean Ogilvy.

10:27 pm NZST

Anonymous AdWAtch said...

5:15... "The top prize goes to largely overseas work.." If you are referring to the adidas/NZRU 'Bonded by Blood' campaign, its DNA is 100% kiwi.

6:46 am NZST

Anonymous Anonymous said...

Agree with 5.15. The industry is in a sorry state if the best work we do (with the exception of Adidas) is for charities and industry award shows. If there's no one there to hear back slapping does it still make a noise?

1:05 pm NZST

Anonymous Anonymous said...

The whole Amnesty international ad scandal sickens me. Not just because the idea was blatantly ripped off (see Luerzers archive of candle with noose, or ask to see the one on the creatives desk), not just because it won Grande Axis Print, but because it wasn't done to actually help the situation in the Sudan but to win awards.

Those involved should be fucking ashamed of themselves.

The charity ads done to win awards angle needs to be examined. It's a good thing when it's with good intention because they can't afford normal agency costs etc etc. But, when a charity is simply used as a means to win awards we've seriously lost our way.

Charity ads in award shows should be linked with fundraising stats (a sort of charity effie). That would encourage agencies to do more than just win awards with their work. Ketchup anyone?

Mojo have done it too many times. So have the creatives involved.

3:56 pm NZST

Anonymous Anonymous said...

WRC fight ... what the hell happened there?!

5:15, I agree - Axis should be put out of its misery. How incredibly, completely irrelevant it is!

"All you have to do is convince more of your mainstream accounts, like the daring adidas client, to join you in the pursuit of world-class excellence,” says Mroueh.

Very diplomatic, Mr Mroueh! I didn't notice any 'proper' jobs in the gongs either ...

6:42 pm NZST

Anonymous Anonymous said...

Apart from the brilliant adidas campaign, virtually all the other awards were for non client work - why can't they give their clients great work?

8:56 pm NZST

Anonymous Anonymous said...

I didn't see a fight but I did see Waldo furiously emptying his pockets searching for the entry wristband to the after party - a bouncer nicely oblivious to however big a shot he might be and denying him entry until he played by the rules like everybody else.
An amusing moment for the lower classes.

11:21 pm NZST

Anonymous Anonymous said...

wow. so only one piece of real work and a whole bunch of scam ads and charity ads and indusrty ads. thanks whybins for doing some real work that real people have actually seen.

10:08 am NZST

Anonymous Anonymous said...

anyone got a link to the candle ad in archive? Or know which issue it's in?

10:33 am NZST

Anonymous Anonymous said...


WRC never fight. For anything.

10:33 am NZST

Anonymous Anonymous said...

Found it here:


(bottom right - don't have a log in)

Word is, they saw this ad and then decided to "make it better" by using photos. That's creativity worthy of Grande Axis alright.

11:30 am NZST

Anonymous Anonymous said...

Just another of a whole...umm...what is the collective noun for plagarised ads?...oh, yes, a whole flotilla of plagarised work rising from one desk in particular.

12:43 pm NZST

Anonymous Anonymous said...

Tiger Beer was a real ad as well.

1:17 pm NZST

Anonymous Anonymous said...

The only fights wrc has is with the employment court & they lose all of them as well. Nice place to work if you can put up with the crap then take them to the cleaners when they restructure or lose their MD (again & again & again & again & again & again & hopefully again)

3:12 pm NZST

Anonymous Anonymous said...

mojo. wake up. show us some real work please. (Some) in the creative dept., you're really living up to your reps. show us some work that is truly original and not based on something you saw in an annual or something that you saw in a student's book that you decided was crap, but funnily enough turned up in your book.

4:22 pm NZST

Anonymous Anonymous said...

Who remembers when award winning ads used to be good?

5:05 pm NZST

Anonymous Anonymous said...

Whether or not it's been blatantly ripped off (I kinda have to agree with other bloggers - I saw the campaign and immediately went, huh? that's the noose ad,) I have to pose a question over the relevance of Amnesty International to Sudan.
Maybe it came from the brief from Amnesty International NZ but if that's the case they should be ashamed of themselves. Amnesty International's strength has always been by letter writing and to diplomats to exhert pressure on individual cases. Cases such as people on death row for moderate crimes in the sub-Asias. The
relevance of Amnesty International in Sudan is an altogether different situation. With IDPs in the Dafur region approaching over 1.5 million (over 100,000 displaced this year alone) by the government, this isn't a case of rights abuse to a few. This is a systematic rehousing and abuse of an entire society by the government. Khartoum not only is turning a blind eye to all calls of protest, but it is also being supported by generous contributions private Asian developers so they can start scouring the land for resource rich developers. If the Un is failing in this region to regain some semblance of humanity (80 aid works killed this year alone in the region) then what hope is letter writing to Phil Goff going to do. In short, ads for sudan is great if it's contributions to the Red Cross or aid organisations that directly get to the region (including supporting your UN) but Amnesty International is deluded if they think they can change a systematic government policy by pressuring other diplomats and Ministers. The US, short of invading wouldn't be able to change this policy.

6:29 pm NZST

Anonymous Anonymous said...


Who remembers when award winning ads used to be ads?

7:36 pm NZST

Anonymous Anonymous said...

Last year, the Axis show took a hammering. It was interrupted with people talking when they shouldn't have. That issue was addressed with having the show and party as seperate events. Nice.
This year, the show part was good but the work wasn't. Unfortunately New Zealand is too small to have bank ads compared with Greenpeace ads, or Amnesty International ads compared with car ads. Ads with less client involvement and more emotional impact have a greater chance of being good.
I think the solution lies in going back to categories. Charity ads compared with other charity ads. Car ads compared with other car ads. It may lead to more awards being given out, but I'm all in favour of sharing the love.
The very greatest work would still rise to the top when it comes to Grande Axis and Best In Show. I feel if we went back to categories, the Axis Awards would be a fairer reflection of the advertising work that was produced in New Zealand in that particular year.

ps, nice one FCB for the Whitcoulls outdoor.

8:22 am NZST

Anonymous Anonymous said...

If a real brief fell on a Mojo creative's desk would anybody hear it?

10:11 am NZST

Anonymous Anonymous said...

Indeed 6.29

You're right. The ad, like the tomato sauce sachet, has no communications aims beyond "Give me an award." It communicates with no one outside of advertising and is not meant to.

This is how the award game is now played, and in the manner of counterfieit coinage "the bad drives out the good."

There were many very nice ads for actual clients that ran or played, engaged people, and worked last year. Even more this year.

But we now judge awards by the standards of the scams, where we can use medical grossness, sex, swearing and whatever else it takes.

It's harder for that 'Hey, that's a good TVC for a detergent' ad to be noticed - leading to creatives spending even more of their time looking for scams to attach to the nearest dunny or lamp post.

Ironically, apart from the rarified atmosphere of scamland, this can lead to a lowering of effort and standards on real work - 180 degrees form the stated intention of most shows which is to improve standards.

Once upon a time, advertisng was meant to make clients famous and successful creatives basked in the reflected glory of their clients.

Now clients are not necessary for winning awards. So creative standards have never been higher, but what wins are no longer ads.

The ever-widening gap between 'People's Choice' and 'Creatives' Choice' threatens to make advertising even less relevent.

Interesting it was old-school types at Assignment that created the Hyundai spot so loved by the public and so despised by creatives, just like Goldstein before it.

We have become our own target market.

10:27 am NZST

Anonymous Anonymous said...

There was a thing in the Herald today around the G8 conference comparing the amount of money countries spend on various luxuries compared to their annual foreign ad spend. To draw a fairly long bow... would someone from CAANZ care to publish a comparison between the total spent on Axis and the money invested in training?

12:31 pm NZST

Anonymous Anonymous said...

Mojo should be ashamed of themselves. A bunch of nice and clever people with mountains of original work I'm sure but far too often awarded for things that have clearly been done before.

That's two years in a row now that Axis has been made to look stupid.

It's fucking tragic.

2:57 pm NZST

Anonymous Anonymous said...

Although the ketchup work is a clever idea, the intent (purely to win awards) renders it worthless and cynical. It's only right that a worthless and cynical industry applauds it.

5:11 pm NZST

Anonymous Anonymous said...

publicis mojoke

5:13 pm NZST

Anonymous Anonymous said...

Couldn't agree more, however you're forgetting the fact that in Adland, the real world doesn't exist. In fact the 'real world' gets in the way of producing Great Ads. For those that don't know what a great ad is - it's an ad that wins some kind of award. We creatives need these lumps of plastic/acrylic to bolster fragile egos. The biggest con is the awards themselves. We spend thousands of $'s just to enter the likes of Axis. Just think what the money we waste on stroking our egos could achieve in Sudan.
Frankly I feel ashamed I work in advertising at times like this.

7:17 pm NZST

Anonymous Anonymous said...

Question for the ad geeks out there (you with us, Bwana Horner?): has the People's Choice EVER won anything else? If not, who the fuck do we think we are? Death to Axis.

7:46 am NZST

Anonymous Anonymous said...

Bring back categories, ay? Not a bad idea, that.

7:47 am NZST

Anonymous Anonymous said...


10:05 am NZST

Anonymous Anonymous said...

You can thank some of the current crop of CDs and anyone of 200 creatives who were unfortunate enough to work under them over the last 10yrs.

Thats the problem- and it's ingrained in the youth today. Scam ads to win awards. Funny thing is everyone is over it and there approach, thats why all the best creatives bolted from NZ.

Yea didn't see "tinning" doing ads for the local butcher shop to win awards.

Those bloody ARC frames are still around the parks. I know because i crashed into one on my bike. Great ambient Andrew.

10:58 am NZST

Anonymous Anonymous said...

Let's have a "The Guy Down The Pub Likes..." award show. That would be awesome.


11:18 am NZST

Anonymous Anonymous said...

Clemenger and Consortium have got it right. They just don't bother about awards at all.

1:19 pm NZST

Anonymous Anonymous said...

Yeah, people's choice used to usually also be best of show when Saatchis Wellington was untouchable. Ask any of the old school breed like Potts, Thorp or Hutchinson and they'd all believe that it wasn't a best of show ad unless it touched the whole of NZ in some way. And that usually meant that it was an ad that had some degree of NZ flavour to it. You look at all the Axis winners this year and they all could've been done in Singapore or London.

5:48 pm NZST

Anonymous Anonymous said...

Death to Axis - someone should print T shirts.

Then enter them in something

5:51 pm NZST

Anonymous Anonymous said...

11:18 you're living in lala land. Let's stick to our "Top NZ CDs Like.." award show like always. After all, most NZers drive Aston Martins and pull $500k.

6:45 pm NZST

Anonymous Anonymous said...

Clemenger and Consortium have got it right. They just don't win awards at all.

7:24 pm NZST

Anonymous Anonymous said...

I think it says somewhere on the CAANZ website that awards are one of the things a client should think about when considering a new agency. Bloody good advice - look for the ones who win at Axis, then go see the other ones. That way you have a chance of finding someone who might actually, you know, pay attention to your work instead of ads about awards entries. Hey - Axis IS useful after all!

7:25 am NZST

Anonymous Anonymous said...

I'm personally hoping to win Fair Go's Ad of the year myself.

8:00 am NZST

Anonymous Anonymous said...

Even 'Bonded by blood' is not original I'm afraid.

KISS was doing it in the 70s... The red ink in a Marvel comic dedicated to them contained blood from all four band members. It's described as 'marketing genius'.


11:09 am NZST

Anonymous Anonymous said...

Woah - just saw Mojo's press release... comedy gold.

12:34 pm NZST

Anonymous Anonymous said...

Fuck me, what a bunch of whingers adwankers are.

So NZ advertising is creatively bankrupt and devoid of originality is it? Well fucking suck it up and do something about it instead of bitching about X agency's shite campaign for Y client, playing the swinging-dick, spot the rip-off game or bagging every bloody awards show under the sun, just because you didn't fucking win anything.

Perhaps you pricks should try doing something to justify your inflated pay packets, like investing time in meaningful, insightful and entertaining creative rather than moaning about the parlous state of your ego-swollen industry. Then maybe then you'd actually have shit to praise instead of damn.

2:07 pm NZST

Anonymous Anonymous said...

Go 207! And I thought everyone at Ogilvy went to lunch on Friday afternoons...

Check Duster's spiel in the NBR today - and Toby and Mike and CAANZ's spluttering responses.

Death to Axis!

2:34 pm NZST

Anonymous Anonymous said...

Death to Axis is right.

I have an issue with the headline to the original post though (3 shops domninate axis)

Shops sell things. To customers. Who want them enough to pay for them.

Which rules two and possibly three of the winning agencies out of that definition.

3:56 pm NZST

Anonymous Anonymous said...

where did the VW GTI posting go?

8:12 pm NZST

Anonymous Anonymous said...

Excellent question. Do big shot CDs get to have their ads pulled from the blog if somehow everyone here doesn't love them as much as the suckups who work for them do?

8:27 pm NZST

Anonymous Anonymous said...

VW GTI posting got pulled so VW wouldn't find out that the only people in New Zealand who actually like their new ad all work at DDB.

Am I right?

10:01 pm NZST

Anonymous Anonymous said...

I think it was to limit the damage it would do in awards after someone had pointed out that it's been done before.

2:09 am NZST

Anonymous Anonymous said...

Well, I liked the VW ad.

3:40 pm NZST


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