Special’s Export Gold campaign tops Axis Awards finalist tally

The Comms Council has announced the finalists for the 2025 AXIS Awards, with Special’s ‘Export Ultra Cold Call Back Service’ campaign for DB Breweries nominated in a whopping 16 categories.

Featuring rapper Vanilla Ice, the campaign was designed to help prevent Kiwis from accidentally blowing up their beers after leaving them in the freezer. It was nominated for Integrated Campaign of the Year, while Special has been selected as a finalist for Agency of the Year (see below).

Another campaign that featured prominently among the 2025 Axis Awards finalists was Clemenger UnLtd’s ‘Love Creep’ relationship education project with the Ministry of Social Development, which garnered nominations in 11 categories.

‘Make New Zealand the Best Place in the World to Have Herpes’, a de-stigmatisation campaign developed by Motion Sickness for The New Zealand Herpes Foundation, was selected as a finalist in 10 categories.

Agency of the Year:

Colenso BBDO

DDB Group

Aotearoa

dentsu Aotearoa

FCB Aotearoa

Motion Sickness

Saatchi & Saatchi

Special

TBWA\New Zealand

Integrated Campaign:

Agency                         Advertiser                                             Title

Saatchi & Saatchi            Toyota New Zealand                         RAV4 and the D-RAVS

Saatchi & Saatchi            Chorus                                                  The Not Fine Print

Saatchi & Saatchi            Westpac                                                Black Friday Hangovers

Special                          National Cyber Security Centre                   Scamathon

Motion Sickness              Les Mills New Zealand                              Be Imperfect

Special                          DB Breweries                                          Export Ultra Cold Call Back Service

Clemenger UnLtd           Ministry of Social Development                   Love Creep

With 106 categories ranging from Craft Emerging Talent to Integrated Campaigns, the 2025 AXIS Awards continue to spotlight the best in creative excellence.

Representing creativity and innovation across all corners of the industry, this year’s finalists demonstrate the power of ideas brought to life.

Last year’s awards saw DDB win the coveted Agency of the Year award, while Motion Sickness scooped the Idea of the Year award for the ‘Rep Your Suburb’ campaign for Whānau Ora.

The 2025 Axis Awards will be held on Thursday 27 March 2025 at the Viaduct Events Centre. To view the full list of finalists, visit the Comms Council’s website.

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