Axis-21
CELEBRATING CREATIVE CHANGE
Awards’ judges on the quality of the work in the wake of Covid-19.
New Zealand may be a small country, but our advertising creative is up there with the best in the world. The COMMS COUNCIL AXIS AWARDS seek to recognise this creative excellence.
In 2021, the creative is much changed. And with Covid-19 a precursor to Axis-21, Nzmarketing is curious to learn how the former has impacted on creativity in this country and how that’s reflected in the entries for this year’s Axis Awards.
As Commercial Communications Council CEO Paul Head says, “As an industry, we’ve had to be very nimble in the face of Covid-19. The virus has had a huge impact on both the type and volume of work we’ve been asked to do by our clients. Agencies have had to look for new ways to engage with audiences, both during the early phases of the virus as brands and government responded to the immediate crisis, and then post-lockdown, as brands looked to re-engage with audiences. This has led to some really innovative solutions, and this year’s judges are in for some very interesting discussions.”
Reflecting on the Axis-21 judging process, on the following pages, the Convenor and Executive judges share their impressions of Adland in 2021, how Covid-19 has changed the way we approach the creative process and what they’re looking for in the 2021 entries.
CONVENOR MARIA DEVEREUX, COLENSO BBDO
Devereux believes that Axis-21 will see some amazing work, regardless of the fact we’ve had a challenging year to date. “Axis is a great opportunity for everyone to remember why we all do this – to make a difference, create great work and have fun.” Here’s what she had to say about Covid-19 and creativity:
HOW HAS COVID-19 IMPACTED ON THE CREATIVE AND THE CREATIVE PROCESS?
Creativity thrives on change, and the large number of entries and finalists in this year’s Axis Awards is testament to that. Don’t get me wrong, I’m not suggesting ‘pivoting’ should become the new norm, but there’s no doubt it’s been great for creativity in New Zealand.
HOW CAN AGENCIES WORK BETTER AND MORE COLLABORATIVELY WITH THEIR MARKETING PARTNERS?
The way we work as agencies is constantly changing, and working more collaboratively is certainly something I’m happy to embrace. It’s undoubtedly resulting in more interesting creative solutions to business problems.
WHAT DO YOU LOOK FOR WHEN YOU JUDGE CREATIVE WORK?
There are three simple things we look for when judging Axis: Is the idea original and inspiring? Is it exceptionally well executed? Is it relevant to its context?
WHAT ARE YOUR THOUGHTS ON THE FUTURE OF THE CREATIVE AGENCY IN AOTEAROA?
Special has always been interested in the ideas that push out a bit further, to unearth insights that might not be in the original brief or to find solutions in unexpected places. The effects of Covid-19 are changing our clients’ businesses, which in turn has made briefs even more ‘interesting’, and since as designers and creative thinkers we practice serious problem-solving every day, I think it should have the effect of putting agencies even closer alongside our client partners and communities, to help them tackle the big issues. Simply put, I think we’ll be invited further and further upstream.
HOW DO YOU THINK COVID-19 HAS IMPACTED ON THE CREATIVE AND THE CREATIVE PROCESS?
It’s driving a change in how we engage (earlier in the process) and how we make work (more nimbly). There’s a need for chop-and-change, modular ideas more than ever, and the lines between brand identity, content, PR and media channels are blurring more than ever. More flexible creative platforms produce more useful ideas. Those are more valuable to a brand that needs to be more responsive.
HOW CAN AGENCIES WORK BETTER AND MORE COLLABORATIVELY WITH THEIR MARKETING PARTNERS?
In a phrase – share early, share often. We’re big fans of early-on tissue sessions and regular catch-ups. That approach allows us to uncover surprises sooner and redirect, if necessary, in the concept phase, not the production phase. This means valuable time for crafting ideas is spent appropriately.
WHAT DO YOU LOOK FOR WHEN YOU JUDGE CREATIVE WORK?
Simplicity, clarity, creativity and craft. I wish simplicity started with a ‘C’.
WHAT’S YOUR OVERALL IMPRESSION OF THE WORK SUBMITTED FOR AXIS-21?
The high quality of this year’s work belies the pressures of 2020. But, as we know, it takes pressure to make a diamond. Maybe the creative community just made good use of the quieter space of our bubbles to think more clearly. Whichever it is, it seems to have worked. I’ve been impressed.
IS THERE A SPECIFIC ENTRY THAT STANDS OUT FOR YOU?
It won’t be surprising to hear that the Unite Against Covid-19 brand identity really stood out. From the basics of colour, pattern and symbols through to the subtleties of tone of voice in typography, sound design and information structure, it’s an exceptional example of what good design can do to support people in a time of crisis.
WHAT DO THESE SAY ABOUT THE FUTURE OF THE CREATIVE SPACE IN NEW ZEALAND?
Having judged the design categories a few times now, I was happy to see more and stronger entries, especially in the Design 360 category. Of course, that’s my world, so I’m a bit biased, but it’s great to see the line between brand comms and brand identity blurring so effectively, helping companies reach wider and deeper with more consistency through their brand footprint. I expect to see more of that through-the-line thinking in future.
WHAT ARE YOUR THOUGHTS ON THE FUTURE OF THE CREATIVE AGENCY IN AOTEAROA?
No matter what happens in the world, how the media landscape changes and what new technology appears, there will always be a role for those who understand human behaviour, a need for creativity and a place for storytelling. In our industry, things are constantly changing, but the heart of it remains the same.
HOW HAS COVID-19 IMPACTED ON THE CREATIVE AND THE CREATIVE PROCESS?
Creatives love to have new problems to solve, so I found all the Covid-19 work an interesting challenge. Overall, it was definitely a little harder to get work out, especially during the first lockdown, but aside from the odd radio ad recorded on a phone, a few postponed shoots and a very busy second half of the year, we managed to get through it okay.
In terms of the process, working from home can be quite productive when you’re writing scripts or copy, but because most of our job is about collaborating, we spent a lot of time on Zoom calls, which aren’t so productive. It was amazing how well everyone just adjusted and got on with it, though. And, of course, I’m extremely grateful to be here in New Zealand. We’ve been very lucky.
HOW CAN AGENCIES WORK BETTER AND MORE COLLABORATIVELY WITH THEIR MARKETING PARTNERS?
In the past, there was a lot of separation between clients and agencies, but as the pace of the work speeds up, it’s naturally becoming more collaborative. What we need to ensure is there’s still space and time for the creative process. The best work happens when clients trust their agency and everyone working on the job acts as one team, from the head of marketing through to the junior copywriter.
WHAT IS IT THAT YOU LOOK FOR WHEN YOU JUDGE CREATIVE WORK?
That ‘I wish I’d done that’ feeling.
WHAT’S YOUR OVERALL IMPRESSION OF THE WORK SUBMITTED FOR AXIS-21?
Because 2020 was, well, 2020, I didn’t have high expectations, but I was pleasantly surprised by the quantity and quality of the work that was entered.
IS THERE A SPECIFIC ENTRY THAT STANDS OUT FOR YOU?
I had the honour of being on the Film jury this year and one piece of work that really stood out for me was the Toyota Hilux ‘Unbreakable Bond’ ad. It’s a truly memorable Kiwi ad, with a great insight, funny dialogue and brilliant direction.
WHAT DO ENTRIES LIKE THESE SAY ABOUT THE FUTURE OF THE CREATIVE SPACE IN NEW ZEALAND?
That simple ideas brilliantly executed can still beat smart tactics and clever technology.
WHAT ARE YOUR THOUGHTS ON THE FUTURE OF THE CREATIVE AGENCY IN AOTEAROA?
Almost every agency describes themselves as creative. ‘Creative’ is often used as a generic term for advertising content or for the people who thought it up, made it or perhaps even stole it: “Let’s run with that creative”; “We’ll get our creatives to work something up”. If this is the definition of creative, then creative agencies are going to be around forever, creating stuff to put in media spaces. If what we mean by creative agencies is agencies that create work that people have an emotional reaction to, love, remember, are surprised and delighted by, that tell a story and possibly even win Axis Awards, then the hope is that enough brands continue to want and ask this of their creative agencies, so these kinds of creative agencies won’t all have to become the other kind.
HOW HAS COVID-19 IMPACTED ON THE CREATIVE AND THE CREATIVE PROCESS?
There were periods last year where the process was greatly impacted. The ability to sit around in a room, build on ideas together, talk over each other, pin up ideas and then pull them down to screw them up was really missed. Creativity is messier and more organic than a team meeting tends to allow, and presenting to clients who often are faceless on a video call is also not ideal either; the difference between an enthusiastic interested face versus a closed-eyed snoring face would usually have an impact on your presentation style. Obviously, the ability to shoot was hamstrung at times too, so many shoots happened remotely, or creative solutions had work-arounds like reverting to animation. And we had to use tongs to take lollies off the tray when they came around on set.
HOW CAN AGENCIES WORK BETTER AND MORE COLLABORATIVELY WITH THEIR MARKETING PARTNERS?
Honesty both ways. Listening and hearing what’s being asked for. Cutting to the chase. Sharing thought processes along the way that get you to a recommended response or agency point of view that hopefully at this point is a shared point of view.
WHAT DO YOU LOOK FOR WHEN YOU JUDGE CREATIVE WORK?
Freshness. Work that’s truly interesting enough to engage with, leaves you feeling or thinking something about the brand or message, and feels like it sits in popular culture or might even change or add to it.
IS THERE A SPECIFIC ENTRY THAT STANDS OUT FOR YOU?
As President of the Craft and Radio juries, I saw a number of standout productions, but one specifically was a winner in the Music Content category – the Covid-19 warning video featuring footage of our now famous DirectorGeneral of Health Ashley Bloomfield in the form of a music video; kind of a public service announcement meets Max Headroom at a house-music rave. I have it on good authority that it went off when it played at New Zealand music festivals.
WHAT DO ENTRIES LIKE THESE SAY FOR THE FUTURE OF THE CREATIVE SPACE IN NEW ZEALAND?
That if creativity in marketing can still flourish in a year of a global pandemic, perhaps it can continue to flourish whatever changing times throw at us.
WHAT ARE YOUR THOUGHTS ON THE FUTURE OF THE CREATIVE AGENCY IN AOTEAROA?
I feel optimistic about the future of our industry. Last year taught us creativity is more important than ever. As new and unexpected situations came up, we needed to adapt, and that’s a space where creativity really thrives. As New Zealand feels more connected, those in the creative community will feel more connected and support each other more – and that’s where we’ll do our best work.
HOW HAS COVID-19 IMPACTED ON THE CREATIVE AND THE CREATIVE PROCESS?
It’s impacted the creative process because we’ve had to find new ways to work, and in finding those new ways, we’ve had to be incredibly practical. We had to figure out how to work remotely, work with creative partners remotely, and work with clients and production teams remotely. It took a bit of time to get our heads around it, but it’s working well.
We’ve been fortunate because we’ve been out of lockdown
more than we’ve been in it, but I think Covid-19 has had a real impact on people’s ambition. We’ve completely overhauled traditional ways of working and replaced them with far more agile, responsive methods. As an industry, we’re moving forward.
HOW CAN AGENCIES WORK BETTER AND MORE COLLABORATIVELY WITH THEIR MARKETING PARTNERS?
You have to find partners whose values and ambitions are aligned with your own, and have open and honest conversations with them as often as you can. It’s hugely important for agencies to have empathy for the challenges their marketing partners face – we need to properly understand what their tension points are in order to be proper partners.
WHAT DO YOU LOOK FOR WHEN YOU JUDGE CREATIVE WORK?
What I look for is a fresh new insight, brilliantly executed – something that simply makes me feel like I wish I’d done the work myself.
WHAT’S YOUR OVERALL IMPRESSIONS OF THE WORK THAT’S BEEN SUBMITTED FOR AXIS-21?
I was the President of the Digital & Interactive category and I thought there were some really interesting entries that balanced creative thinking with impactful executions. My overall impression was that the work was of a general high standard, which was great to see.
IS THERE A SPECIFIC ENTRY THAT STANDS OUT FOR YOU?
The piece of work that stood out the most for me in the Digital & Interactive category was a campaign from Clemenger BBDO Wellington for NZ Human Rights’ ‘Voice of Racism’. It’s an audio experience that immerses Kiwis in some of the micro-aggressions of racism directed at their fellow New Zealanders.
WHAT DO ENTRIES LIKE THESE SAY ABOUT THE FUTURE OF THE CREATIVE SPACE IN NEW ZEALAND?
Last year was all about surviving and resetting, and this year the work shows how we’re embracing new ways of working, making and exploring creativity. I truly believe the future will see us becoming world class.