George Patterson Y&R Melbourne awarded top gong at Caxtons

By By Wenlei Ma | 13 October 2012

George Patterson Y&R Melbourne’s ‘Mobile Medic’ campaign for the Australian Defence Force took out the Quinlivan Black Award at this year’s Caxton Awards, reflective of the rise of digital in newspaper platforms.

GPY&R Melbourne snagged The Quinlivan Black Award, or 'best in show’, for a campaign which also claimed the top prize in the Mobile & Tablet and Technical Innovation categories.

For the second consecutive year, New Zealand agency Special Group walked away with four accolades on the night. The agency picked up two awards each for work created for the Newspaper Advertising Bureau and Four/MediaWorks.

DDB Sydney won three awards for its Volkswagen ‘Park Assist Technology’ campaign in the Automotive, Best Photography and Best Campaign categories.The campaign also picked up the People's Choice Award.

The inaugural Newsworthy Idea of the Year Award went to Ogilvy Sydney's 'Share a Coke' campaign for Coca-Cola.

BMF's Martin Svane and Mark Carbone won the Caxton Cadets competition which required teams to answer a live brief for Lion in 24 hours. The winning idea will be developed into a campaign to run across newspaper platforms in 2013.

DDB New Zealand, Whybin TBWA Sydney, George Patterson Y&R Sydney and Colenso BBDO all took home two awards each. The full list of winners is below.

The Campaign Palace founder Gordon Trembath was honoured with the Denis Everingham Award, only the third time the accolade has been given out in The Caxtons’ 38-year history. The winner of the first Denis Everingham Award, Jack Vaughan, was on hand to present the trophy to Trembath.

Vaughan said: “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.”

Caxton chairman Justin Drape said: “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.

Caxton 2012 chair of judges Ant Keogh said: “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.

“[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 the most.”

The Caxtons Seminar and Awards is an annual event which recognises creative excellence in newspaper advertising across all platforms and was held on Hamilton Island in Queensland this year.

Winners:

Standard Banners

The Special Group
Un-Rugby This Banner – Four/MediaWorks

Rich Media

Host
The Kiwi Sceptics – Air New Zealand

Mobile and Tablet

George Patterson Y&R Melbourne
Tri Service Mobile Medic – Australian Defence Force

Technical Innovation

George Patterson Y&R Melbourne
Tri Service Mobile Medic – Australian Defence Force

Automotive

DDB Sydney
Park Assist Technology – Volkswagen

Consumer Services

Whybin TBWA Sydney
Dominate with Domain Winged Bats – Fairfax Media

FMCG

Clemenger BBDO Melbourne
Spending Too Much Time With The Wife? – Carlton United Brewers

Colenso BBDO
Idiot – DB Breweries

Corporate, Government & Public Service

Grey Melbourne
Drugs Confusion – Transport Accident Commission

Charity & Community Service

George Patterson Y&R Sydney
Timothy – Juvenile Diabetes Research Foundation

Media & Entertainment, Telecommunications & IT

Special Group
Send a Paper – Newspaper Advertising Bureau

DDB New Zealand
The Rialto Channel – Independent Film for Independent Minds – Sky Television

Retail

Ad Impact Advertising
Pool Fence – Midalia Steel

Travel & Leisure

Whybin TBWA Sydney
TNZ Te Araroa – Tourism New Zealand

Best Campaign

DDB Sydney
Park Assist Technology – Volkswagen

Best Topical Ad

Special Group
Send a Paper – Newspaper Advertising Bureau

Best Use of The Newspaper Medium

CHE Proximity
Odd Spot – Peter MacCallum Cancer Centre

Best Cross Platform Newspaper Campaign

Special Group
Four. The Home of Not Rugby – Four/MediaWorks

Best Copywriting

Colenso BBDO
The Wine List – DB Breweries

DDB New Zealand
The Rialto Channel – Independent Film for Independent Minds – Sky Television

Best Art Direction

Leo Burnett Sydney
As Smooth As Life Is Rough – Diageo Australia

Best Photography

DDB Sydney
Park Assist Technology – Volkswagen

Best Illustration

George Patterson Y&R Sydney
Timothy – Juvenile Diabetes Research Foundation

Newsworthy Idea of the Year Award

Ogilvy Sydney
Share a Coke – Coca-Cola

People's Choice Award

DDB Sydney
Park Assist Technology - Volkswagen

Caxtons Cadets

BMF
Martin Svane and Mark Carbone

Denis Everingham Award

Gordon Trembath

Quinlivan Black Award

George Patterson Y&R Melbourne
Tri Service Mobile Medic - Australian Defence Force

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at wenleima@yaffa.com.au

comments powered by Disqus