Call For Entries

CALL FOR ENTRIES CONTENTS

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ELIGIBILITY & CONDITIONS OF ENTRY

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PROCEDURE & ENTRANT INFORMATION

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ENTRY CATEGORIES & MATERIAL REQUIREMENTS ∼ CRAFT 5-6 ∼ PRINT 7 ∼ OUTDOOR & INDOOR 8 ∼ DIRECT MARKETING 9 ∼ DESIGN 10 ∼ DIGITAL 11-12 ∼ MOBILE 13 ∼ PR/EXPERIENTIAL 14 ∼ RADIO 15 ∼ CHARITY 16 ∼ SCREEN CONTENT 17 ∼ EMERGING TALENT & CREATIVE BUSINESS OF THE YEAR 18 ∼ THE BIG AWARDS 19-20
Integrated AXIS
Interactive AXIS
Titanium AXIS
Grand AXIS ∼ CHECKLIST OF MATERIAL REQUIREMENTS BY MEDIA 21

Thank you to our sponsors:

TVNZ, NZ Post, Fairfax Media, Vodafone NZ Admedia, Adstream Ltd, APN Outdoor, Digipost, Images & Sound, Marsden Inch Recruitment, Native Post, Oktobor, Omnigraphics, Stebbing Recording Centre, Toybox - 1-

ELIGIBILITY & CONDITIONS OF ENTRY 1. All original advertising created and published or aired in New Zealand and introduced for the first time between February 28th, 2009 and January 31st, 2010 is eligible for entry. Work entered in previous years is only eligible as part of a campaign entry and only when outnumbered by new advertisements of the same campaign. 2. If you are going to enter anything as a video, it has to be no longer than three minutes long. Note if you are a finalist you will be asked to submit a one minute cut-down for the show. 3. Publication means an ad that appeared in a form of mass media exposed to a substantial audience. Scam ads are NOT accepted. 4. Agencies, typographers, photographers, freelancers and production companies may submit entries. 5. Craft categories: Agencies may not enter craft categories 1 through to 5 – only freelancers and production companies are eligible. Agencies can enter craft categories 6 – 9. 6. Please note, that this year, category 10 will also be accepted as an agency craft category, but any photographer/illustrator/retoucher is free to enter it. 7. Note to production companies- if you are submitting an entry into a category other than Craft please double check that the same entry has not also been submitted by the agency. 8. AXIS does not accept entries that have been upheld by the Advertising Standards Complaints Board, unless they have been subsequently modified to comply with the Codes of Practice. Ads submitted must be those versions that went to air/print etc. Director’s cuts will not be accepted. 9. Advertising agencies’ own advertisements including self-promotional items and situations vacant ads, call for entries or campaigns are not eligible for entry. Advertisements for which there is no client (i.e. scam ads) will not be accepted. 10. Campaigns will not be accepted for non-campaign categories or craft categories. 11. The jury reserves the right to move entries to another category if it is felt they have unintentionally been entered into the wrong one. 12. Summary/Declaration Form: Entrants are required to complete this form for each entry. The declaration of agreement contains the terms and conditions for entry and must be signed by the Creative Director or equivalent for the entries to be eligible. 13. Work that has run overseas only can still be entered into craft categories 1 to 9. However there’s one proviso. The director/cinematographer/3-D designer/animator/editor MUST be a domicile of New Zealand. Kiwis working offshore don’t count. Kiwis who swan in for a few days a year and think of themselves as residents don’t count either. Production companies who have an overseas office don’t have the right to enter everything they do from that office just because head office is in Auckland.

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BY SUBMITTING AN ENTRY YOU AGREE TO BE BOUND BY THE FOLLOWING CONDITIONS 1. The decision of the judging panel is final and under no circumstances will debate or correspondence be entered into. 2. The entrant agrees that CAANZ will not accept responsibility for errors or omissions produced in the winners’ book or for work lost or damaged under any circumstances. 3. It is a condition of entry that CAANZ reserve the right and shall be permitted at all times to use at their discretion any material submitted for AXIS Awards judging, on the CAANZ website, in promotional and educational books, videos, articles, advertisements, television programmes and such other means as they deem appropriate for such material. 4. Entrants will be notified that they have achieved shortlist status and only then will they be asked at that time to provide full credits and electronic copies of entry materials as specified by CAANZ. The material may be used for the AXIS winners’ books – in hard copy and on-line formats. There may also be occasion that winners and finalists be asked to provide at no cost to CAANZ further artwork of award winning entries for such publications. 5. All entrants are asked to collect their materials from The Conference Company after the Awards show. Entrants will be contacted to arrange a courier at their own expense.

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PROCEDURE & ENTRANT INFORMATION To receive discount fee for campaign entries into 3 or more categories, the campaign entered must be the same one. CAANZ Members

3 Campaigns 4 Campaigns 5 Campaigns

$750 inc gst $1000 inc gst $1250 inc gst

Indies

3 Campaigns 4 Campaigns 5 Campaigns

$645 inc gst $860 inc gst $1075 inc gst

Non- CAANZ member agencies

3 Campaigns 4 Campaigns 5 Campaigns

$5400 inc gst $7200 inc gst $9000 inc gst

ENTRY FEES CAANZ Members CAANZ Members Indies Indies Freelancers/Production Companies All other categories

Single item $160 inc gst Campaign $290 inc gst Single item $120 inc gst Campaign $250 inc gst Craft entries $160 inc gst Single item $290 inc gst Campaign $570 inc gst Non-CAANZ Member agencies Single item $1000 inc gst Non-CAANZ Member agencies Campaign $2000 inc gst • A single cheque made payable to the Communication Agencies Association of New Zealand, covering all entry fees, is to accompany each consignment or credit card payment online with Visa or MasterCard. Note there is a 2.5% commission fee when paying by credit card. • Entries will not be processed until monies are received. • Entry Fees are non-refundable. • Late entries are subject to a 50% surcharge. ENTRY DELIVERY & DEADLINE Deadline for entry into AXIS is 4.00pm Monday 1st February 2010 Send your entries to: The Conference Company CAANZ AXIS Awards 31C Normanby Road Mt Eden, Auckland 1024 ENTRY FORMS This year entry forms are online so please ensure you print out one hard copy of the Summary/Declaration Form (automatically emailed once an entry has been added online), and include with payment and entry material if applicable. If you have any problems accessing the forms, please contact The Conference Company on telephone +64 9 360 1240.

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ENTRY CATEGORIES & MATERIAL REQUIREMENTS CRAFT CATEGORIES No campaigns can be entered into craft. 1. Editing: on any screen. In a word, it’s about storytelling on any media, on any platform – TV, cinema, online. 2. Visual Craft: on any screen. This area includes visual effects, cinematography, animation/design & motion graphics. Again, across any media, TV, cinema, online. 3. Direction: on any screen. It could be great comedy. It could be the visual style of the ad. Or it could be about powerful performance. Again, across any media. 4. Soundtrack - Original Music or Arrangement of Existing Music. It must be a wholly original work by the nominated NZ based composer(s) in the case of 'Original Music' and can only be entered by the NZ Based composer(s) or their NZ Based music production company. In the case of 'Arrangement of Existing Music', the entry must be totally new recording of the existing composition by the nominated arranger and also can only be entered by the NZ Based arranger(s) or their NZ based music production company. Audio editing of existing and/or licensed tracks is not eligible. Agencies or Film companies are not eligible. 5. Soundtrack – Best “Sound Design” The entry must be a totally new recording that does not feature music as a main element. The entrant must demonstrate they have used the audio recording medium in an original, creative way. Everyday audio post is not considered eligible. The entry can only be entered by the nominated NZ based composer(s) and can only be entered by the NZ composer(s) or their NZ music production company. Agencies or Film companies are not eligible. 6. Copywriting The idea has to be about the writing first and foremost. A nice headline isn’t enough. The writing can’t play a small part in the idea. It is the idea. This applies to copywriting across all media, print and electronic. If you can write on it, you can enter it here. 7. Art Direction & Typography This is about the ‘look’ and the originality of that look. It’s about how the typography makes the idea. Or the art direction. Or both. The art direction and/or typography must dominate the execution. This applies to all media, print and electronic.

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8. Digital Craft Beyond the traditional crafts of art direction and copywriting, we’re looking for outstanding digital craft – web design, user interface, smart use of technology. Basically the coolest stuff online, based on how it looks and how it works. 9. Image (including photography/illustration/retouching) The jury will be looking principally at the contribution the specific craft has made within the overall context of the work. 10. Production Company of the Year This recognizes the outstanding contribution made by a production facility that’s not an advertising agency. You may specialize in film, sound, video, digital or something else entirely. But you need the best body of work in the last year to win. Please note, agencies cannot enter craft categories 1-5 however agencies can enter categories 6-9.

CRAFT MATERIAL REQUIREMENTS Please enter this online when registering your entry. All TV/Cinema and Soundtrack commercials; Please supply file as either: Windows Media Video version 9 (.wmv). For widescreen format (16 x 9) no less than 1024 x 576 pixels Standard format (4:3) no less than 768 x 576 pixels. Bit rate 4000kbps. Interleaved audio. De-interlaced. Or a QuickTime (.mov) H.264 For widescreen format (16 x 9) no less than 1024 x 576 pixels Standard format (4:3) no less than 768 x 576 pixels. Bit rate 4000kbps. Interleaved audio. De-interlaced. Or DV Codec 720 x 576. Interleaved audio. One second of black at head and tail. Key Number & Entry Number only. NO LEADERBOARDS IN THE VIDEO FILE Print entries must be submitted on line as a High res 300dpi pdf. (No boards are required)

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PRINT CATEGORIES Magazine 11. Magazine Single We’re looking for magazine ads that stand out from the clutter and the clichés of magazine advertising. 12. Magazine Campaign Three or more great magazine ideas. But not the same idea executed three ways please. That rule applies to every campaign you enter into Axis. Newspaper 13. Newspaper Single We’re looking for Newspaper ads that use the key strengths of newspapers: topicality, media ideas and/or the power of words. If you can think of another good reason, we’d like to see that too. 14. Newspaper Campaign Three or more.

PRINT MATERIAL REQUIREMENTS All print material to be entered on line as a High res 300dpi pdf. (No boards are required)

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OUTDOOR & INDOOR CATEGORIES 15. Outdoor Billboard Advertising-Single We’re looking for category redefining ideas (think exploding billboards, exploding fruit or even something that doesn’t explode). 16. Transit Advertising-Single Incorporating metrolites, street furniture and bus advertising. If it’s on the street or on a bus you can enter it. That’s anywhere on a bus and anywhere on the street too. 17. Outdoor Campaign Incorporating a minimum of three executions. 18. Guerilla Advertising Non-traditional media. Again, the scam police will be all over this category. We are looking for genuine non-traditional media ideas that could conceivably make a difference to a clients’ business, not a creative’s book. From sky-writing to pavement drawings, it’s wide open. Single or campaign can be entered. 19. Indoor/Outdoor Posters Posters created for use indoors or outdoors. Includes point-of-sale posters. If possible, we want to see it in context. Single or campaign can be entered.

OUTDOOR & INDOOR MATERIAL REQUIREMENTS Entries may be accompanied by a brief explanation of the piece if the context or environment the work appeared in may not be obvious and is fundamental to the quality of the idea. Entries must be submitted online as a High res 300dpi pdf

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DIRECT MARKETING CATGORIES All entries in this category must be deemed by the jury to be legitimate pieces of direct marketing, designed to directly target specific consumers and/or achieve a direct response. We aren’t the RSVP’s however. We aren’t insisting on measurable results. HOWEVER we are looking for great business ideas that will have genuinely made a difference to a clients’ business. 20. Direct Mail Whether it was flat mail or dimensional mail, we’re looking for the best use of oldschool direct mail. It can be unaddressed. Please include one complete sample of the work exactly as it was mailed or delivered. 21. Direct Response Any work that is designed to get a direct response from a consumer. We don’t just want ads with a phone number. Work from any media applies.

22. Direct Campaign A minimum of three pieces of work from any of the above categories that combine to form a campaign.

DIRECT MATERIAL REQUIREMENTS For individual categories one sample of the complete direct marketing piece must be submitted. For campaign entries a minimum of three pieces is required to qualify as a campaign. An electronic version or photo of the entry must also be uploaded online. Print entries to be submitted online in High res 300dpi pdf. Please supply an electronic copy of these as well. ELECTRONIC ENTRIES All entries which have appeared online must be submitted as a URL pointing to an online version of your entry (banner ads, viral movies, websites and all online material). This includes entries which are no longer “ Live”. Only work created specifically for delivery on CD-ROM will be accepted on CD. Provide a user name and password if the entry is on a secure site. The domain name must not identify the agency.

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DESIGN CATEGORY 23. Design In the past, when design work has been entered, there’s always been huge debate as to where it fits in the show. And there’s so much great design around, from stamps, to bags, to shops, to T-shirts that we thought that we’d give it a home. This is an open category, which covers any facet of design, in any medium, 2D or 3D that is not specifically advertising related. Great advertising design belongs in Craft, not here.

DESIGN MATERIAL REQUIREMENTS Entries may be accompanied by a brief explanation of the piece if the context or environment the work appeared in may not be obvious and is fundamental to the quality of the idea. Entries must be submitted online as a High res 300dpi pdf

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DIGITAL & INTERACTIVE CATEGORIES The categories of digital change every year because the category itself changes every year. Maybe that’s why it’s such an exciting space. If you have something you love and want to enter but are unsure what to enter it under, please contact CAANZ and ask. We don’t want you not to enter it for that reason alone. 24. Websites Whether it’s a big grunty web build or a campaign microsite, we’re looking for the best web design in NZ. Judges will be looking at the site’s navigation and functionality and of course, look and feel. But unlike the Digital Craft category, we’re also looking for a good idea. Single entries only.

25. Online advertising We want more than banners. Unless they’re really good banners. Any advertising idea that’s appeared online qualifies here. Includes multiple ads on the same page working together. 26. Branded Content Any branded content created for the web. It will be delivered in a digital video format, whether on a brand’s website or hosted on a 3rd party site (e.g. publisher’s site, You Tube, Flickr, Google Video or specialist viral content sites such as Kontraband), it could be emailed as a file attachment or link to another site. And we don’t want tellie ads uploaded to YouTube. Single entries only. 27. Viral Any viral which requires or calls for user interaction. This is all about propagation – has it genuinely spread virally? The key questions are: “How much has this been passed on?” or, “How much was it commented on?”, or sometimes, “How much was it re invented?” It could be as simple as an email or as complex as a gaming experience. The judges will be looking for the scale of the user ‘infection’ thereby recognising the power of people- the individual and the mass-in their increasing role of broadcasters in their own right 28. Social Best use of social media marketing or social network program that creates buzz and participation. Newsworthy events, videos, tweets or even blog entries, from places like Facebook, Twitter, Flickr, Posterous and any possible unexpected combination thereof. Content can also be useful, conversational or facilitational. Ideas that use social, are not always controlled by the organization that allows user participation and dialogue.

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29. Digital: None of the Above No part of our business is changing faster than digital. By the time we’ve written these categories, they’re probably out of date. So any cool piece of digital/interactive work that you can’t fit into the above categories, enter it here. It could be a game, an email communication, a widget, an application, or something even cooler. 30. Digital/Interactive campaign The best campaigns comprising of 3-6 separate pieces of work from one or more of the above interactive categories.

DIGITAL MATERIAL REQUIREMENTS All entries which have appeared online must be submitted as a URL - a section for the submission of this link is available in the online form. The URL should point to an online version of your entry (banner ads, viral movies, websites and all online material). This includes entries which are no longer “ Live”. Provide a user name and password if the entry is on a secure site. The domain name must not identify the agency.

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MOBILE CATEGORY 31. Mobile Any advertising content/campaign that has, at its heart, distribution and viewing via mobile/wireless devices and on mobile networks. 2G or 3G, formats such as SMS or MMS messages, mobisites, iPhone apps. Single entries only.

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PR/EXPERIENTIAL CATEGORY 32. PR/Experiential/Word of Mouth etc Clever manipulation of media, and event based launches or experiences that should rightly be classed as PR in order to generate notoriety, headlines, word of mouth and word of mouse. They might not feel at home in earlier categories, but this is our first year, so we’ll wait to be amazed and entertained.

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RADIO CATEGORIES 33. Radio Single All single radio advertisements of any length that really push the discipline of radio. Not the same old techniques and the same old voices, unless of course that’s the idea! 34. Radio Campaign Radio campaigns incorporating three or more related advertisements. We’ll also accept clever radio promotions.

RADIO MATERIAL REQUIREMENTS Radio commercials must be submitted on online in the following format: MP3 48 kHz Stereo 128kbps Also include an electronic plain text version of the script. A hard copy of the script must also accompany each entry. A minimum of three pieces must be entered to qualify as a campaign.

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CHARITY CATEGORY 35. Charity Charity remains in its own category. All media is competing in here together - TV, press, outdoor, radio, DM, digital, whatever - we’re just looking for the best ideas. Can be single or campaign. The definition of charity advertising is advertising for a non-profit organization or registered charity.

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SCREEN CONTENT CATEGORIES 36. Cinema and Projection (includes campaign and/or individual) All advertisements screened in cinemas or an idea that involves projecting an image onto a wall. 37. Long-form Content This is celebrating storytelling longer than 60 seconds. We don’t care where it ran, as long as it did. It can be a short film, a feature film, a documentary, an online film, a series of webisodes or even a TV series. As long as it was created for a brand. 38. TV Single Commercial Any length. 39. TV Campaigns Three or more.

TELEVISION/CINEMA MATERIAL REQUIREMENTS Please enter creative material on line. Please supply file as either: Windows Media Video version 9 (.wmv). For widescreen format (16 x 9) no less than 1024 x 576 pixels Standard format (4:3) no less than 768 x 576 pixels. Bit rate 4000kbps. Interleaved audio. De-interlaced. Or a QuickTime (.mov) H.264 For widescreen format (16 x 9) no less than 1024 x 576 pixels Standard format (4:3) no less than 768 x 576 pixels. Bit rate 4000kbps. Interleaved audio. De-interlaced. Or DV Codec 720 x 576. Interleaved audio. One second of black at head and tail. Key Number & Entry Number only. NO LEADERBOARDS IN THE VIDEO FILE

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RECOGNITION AWARDS 40. Emerging Talent Entries created solely by an individual or team who have been in the business or placement for two years or less. The individual or team must be in full time employment to be eligible. Self-nomination is allowed. Three pieces of published work must be submitted for judging.

41. Creative Business of the Year We believe that creative businesses are more successful businesses. So we’re recognizing the most creative NZ business or NZ business idea. This is less about advertising and more about entrepreneurialism and innovation that can inspire us all.

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THE BIG AWARDS 42. Integrated Axis This category recognizes big, 360 degree ideas that cross many media. This is more than just a campaign, we want the biggest ideas in New Zealand. So it needs to span a minimum of four elements over a minimum of four media included in categories of television, radio, print, outdoor, direct, digital or experiential. We’re looking for ideas that really stretch here. Each piece of work should be submitted according to the material requirements checklist relevant for each specific medium. Please be specific about the elements of your entry i.e. what 4 media they relate to, and give a brief explanation of the entry. 43. Interactive Axis This category recognizes the outstanding idea that lives and breathes in the digital space and combines technology and content within an interactive environment to create a unique and compelling experience. We’re looking for ideas that use the digital space in an innovative, insightful and even experimental way that redefines the boundaries of how this exciting medium can be used. It’s work that creates a sum greater than the individual parts and would be considered a ground breaking and audacious leap forward. In short, we’ll know it when we see it. Each entry must be submitted according to the material requirements checklist relevant to each specified medium, together with a written description of the idea or execution of no more than 300 words. 44. Titanium Axis We’ve changed the name to match Cannes because we want big Titanium ideas like Cannes, except of course, they need to be from NZ. This category aims to recognize work that is so innovative, unusual or inventive that it is hard to fit into any of the traditional advertising categories. What kind of work are we looking for? We’re looking for creative business solutions that we have never seen before. Ideas that are so innovative that the clients’ fortunes can be affected by it. It’s work that redefines advertising. Unlike last year, you can enter work here and elsewhere. Each entry must be accompanied by the entry form with no more than a 300 word description of the idea or execution.

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45. GRAND AXIS The best-in-show or best single piece of work from NZ in the last year. All hail the Grand Axis.

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CHECK LIST Entries close: 4.00pm Monday 1st February 2010 Entry forms: Online entry form: www.caanz.co.nz Summary sheet/ declaration form: Must be completed and accompany all entries. This is specific to each entry and is automatically emailed on submission of the entry online. Material requirements: Refer material requirements checklist Fees: Must accompany entry materials or pay Visa / MasterCard online. Note there is a 2.5% commission fee on all credit card payments. Send your entries to: The Conference Company CAANZ AXIS Awards 31C Normanby Road Mt Eden Auckland 1024 CAANZ would like to thank the following people: CONVENOR OF JUDGES: Andy Blood (TBWA\Tequila), and overseas judges; James Dawson-Hollis and Bill Wright (Crispin Porter + Bogusky), Justin Drape (Three Drunk Monkeys) and John Hunt (TBWA). CAANZ wishes to thank all our sponsors. We look forward to individually acknowledging their contribution to the creative industry of New Zealand at the 30th AXIS Awards Show on Thursday 25th March 2010.

Thank you again to our sponsors:

TVNZ, NZ Post, Fairfax Media, Vodafone NZ Admedia, Adstream Ltd, APN Outdoor, Digipost, Images & Sound, Marsden Inch Recruitment, Native Post, Oktobor, Omnigraphics, Stebbing Recording Centre, Toybox

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