Australia and New Zealand dominate metal tally for Direct and Interactive at John Caples Awards

The John Caples International Awards was presented tonight in New York, honoring the best in direct and interactive marketing around the world. And Australian and New Zealand agencies were leading the world.

M&C Saatchi/Mark Sydney heads the Australian pack, with three Gold and one Silver, followed by Clemenger BBDO Melbourne with one Gold, two Silver and six Bronze and DDB Melbourne with two Gold. BMF Sydney won three Silver and three Bronze and Leo Burnett Melbourne won one Gold.

DraftFCB Auckland heads the New Zealand pack, with four Gold, two Silver and two Bronze; followed by Colenso BBDO / AIM Proximity, Auckland with two Gold, five Silver and one Bronze; and DDB New Zealand / Rapp Tribal with two Gold, one Silver and one Bronze.

Australasia totally dominated the Integrated category, winning 12 of the 17 awards. Clemenger BBDO, Melbourne scored one of the only two Golds in the category – for Guide Dogs ‘Support Scent’, the other Gold going to DDB New Zealand and Rapp Tribal for their NZ Coastguard ‘Live Rescue’, which also won one of only two Silvers awarded in the Interactive category.

In the Integrated Campaigns category, Colenso BBDO, Auckland won two of the seven Silvers awarded, one going to Yellow Pages ‘Yellow Chocolate’, the other to TV One ‘The Pacific’. BMF Sydney won Silver for Meat & Livestock Australia ‘Lambassador’.

Seven of the eight Bronze Awards in the Integrated category went to OZ and NZ shops: Clemenger BBDO, Melbourne won for M&M’s ‘Bare All’ (which also won the only Bronze in the Interactive category), Carlton Dry ‘Dry Dreams’ and Sensis Yellow Pages ‘Hidden Pizza Restaurant’; Colenso BBDO, Auckland won for Fisher & Paykel ‘Lost Socks’; BMF Sydney won for Solo ‘Lucky Undies’; DraftFCB, Auckland won for NZ Ministry of Health ‘The Journal’; The Brand Agency, Perth won for Curtin University of Technology ‘The Box’.

DraftFCB New Zealand won the only Gold in the Flat Direct Mail 1-500 pieces category as well as the Best Copywriting Award for BMW New Zealand ‘Mini Mostnificent’, as well as the Best Art Direction Award for the same campaign. The agency also scored the only Silver in the same category for BMW New Zealand ‘Mini Soho. 15 Cars. 15 Campaigns’.

BMF Sydney won the only Silver and only Bronze in the Copywriting category, Silver for Commonwealth Bank ‘Heaps Free’ and Bronze for Weight Watchers ‘Approved by Life’.

Australasia won all the metal in the Launch category with Colenso BBDO, Auckland winning the only Gold, for TV One ‘The Pacific’. Silver awards went to Clemenger BBDO, Melbourne for Guide Dogs ‘Support Scent’, DraftFCB Auckland for BMW New Zealand ‘Mini Soho. 15 Cars. 15 Campaigns’ and M&C Saatchi/Mark, Sydney for ACON ‘Wear it with Pride’.

DDB New Zealand and Rapp Tribal won one of the three Bronze awards in the Online category for Cadbury ‘Freida Steer’.

Australasia won all three Golds in the Microsite category: Colenso BBDO/AIM Proximity, Auckland won for TVNZ ‘Virginity Map’, M&C Saatchi/Mark, Sydney won for Samsung ‘Mr Knowitall’ and DDB New Zealand won for NZ Coastguard ‘Live Rescue’. Clemenger BBDO, Melbourne won one of the seven Silvers awarded, for Mercedes Benz ‘Pop what you’re not’.

Australasia won all three Golds in the Out-of-Home category: M&C Saatch/Mark, Sydney won for ACON ‘Wear it with Pride’; DraftFCB, Auckland won for Bond and Bond ‘Client Changes Welcome’; and DDB Melbourne won for ACMI ‘Headless Horseman’. Colenso BBDO, Auckland won one of two Silvers in the same category – for TV One ‘The Pacific’. And Wunderman Sydney won one of the two Bronzes awarded in the category – for ADMA ‘Drink Small’.

Leo Burnett, Melbourne won one of the two Golds awarded in the Ambient/Guerrilla category for Scope ‘See the Person’. Clemenger BBDO, Melbourne won one of the four Bronze in the same category for Guide Dogs ‘Support Scent’.

In the Direct Mail Dimensional, $5+ cost-per-piece category, M&C Saatchi/Mark, Sydney won the only Gold awarded for EMI Music ‘Plastic Flowerz’, while in the same category M&C Saatchi New Zealand won one of the two Bronze Awards handed out, for Maori Television ‘Tamariki Ora’, the other Bronze going to Mercer Bell, Sydney for Australia Post ‘Excess Baggage’.

Big Communications NZ won one of three Bronze Awards in the Flat Direct Mail – 10,001 to 100,000 pieces category for Mercury Energy ‘Actual Size’.

BMF Sydney won the only award in the Direct Mail Flat – 100,000+ pieces category, a Silver for Weight Watchers ‘Spring Picnic Pack’.

DDB Melbourne won the only Gold in the Print Collateral Non Mail category for ACMI ‘Pie Bag’ and Colenso BBDO, Auckland two of the three Silvers, one for Yellow Pages ‘Yellow Chocolate’, the other for TV One ‘The Pacific’.

In the Radio category, Australia won both Bronze Awards handed out, one for Clemenger BBDO, Melbourne for Sensis Yellow Pages ‘Hidden Pizza Restaurant’, the other to BMF Sydney for expedia.com.au ‘No Fees – Foreigners’.

In the TV category DraftFCB Auckland won Bronze for Ministry of Social Development, Family and Community Services ‘Cardboard Cutouts’.

VIEW ALL THE WINNERS HERE

The John Caples International Awards was founded in 1978 by Andi Emerson, a direct marketing pioneer, in order to honor well-recognized copywriter John Caples. With international chairs in 50 countries, it is funded by industry agencies, clients and suppliers; is run by industry volunteers and is judged by more than 100 active, senior-level, international creative professionals. Between 200-300 creatives and marketers from around the world attend the annual dinner and presentation.