Axis hat-trick for DDB Group

AUCKLAND, Friday: For the third year running, DDB Group Aotearoa was awarded the Agency of the Year title at the 2022 Axis Awards.

DDB Group was awarded eight Golds, 14 Silvers and 22 Bronze across nine clients,  and took home a Grand Prix for Samsung’s iTest campaign by Tribal Aotearoa.

Additionally, the 2022 Emerging Talent Award went to DDB’s Maisie D’Cruz, and junior copywriter and Lily Macintosh, junior art director.

DDB Aotearoa chief creative officer Gary Steele said: “This is a huge achievement and recognition of the incredible creative advertising our team consistently produces across the group. Our campaigns highlight the magic that creativity can bring to what we do, and it is so rewarding to know the work we produce resonates both with Kiwis as well as the industry.

Tribal Aotearoa, DDB Group’s digital experience agency, won the Grand Prix for Samsung iTest, including the Innovation Axis. iTest is a web application that mimics the operating system of an Android device to lure Apple loyalists towards Samsung products.

“We never expected they would deliver a campaign so innovative that it would gain global recognition.”

Gary Steele: “This campaign took the world by storm; there were two million downloads in the first weekend alone and iTest has since been downloaded by more than 10 million users worldwide.

Tribal ECD Haydn Kerr said: “iTest is a game-changing campaign that demonstrates the power of creativity and technology and shows how great creative can cut through even the most hard-wired consumer behaviour. Seeing this campaign gain global momentum has been a career highlight.”

Samsung NZ head of marketing Simon Smith said: “When we briefed Tribal to help us launch a new smartphone in New Zealand, we never expected they would deliver a campaign so innovative that it would gain global recognition.

“Tribal Aotearoa have become integral to our success in New Zealand – their ability to deliver unforgettable digital experiences has completely changed the way people are able to experience Samsung and this award is well deserved.”

The On Ice campaign as part of the popular Imagine series for Lotto New Zealand was also recognised with 11 awards.

Lotto NZ chief marketing officer Annemarie Browne said: “The digital component of On Ice really took this campaign to the next level and demonstrated DDB Aotearoa’s creative firepower and ability to produce something new and different with each iteration of Imagine.”

• See also: mad-daily.com/axis-winners-2022