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
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