New Zealand Post AXIS Awards DM

In ad land, direct marketing is commonly referred to as the ‘poor cousin’ of traditional advertising. So naturally, many advertising creatives aren’t always as proud to be recognized for great DM work as they are for above-the-line projects. Our job was to give New Zealand creatives a little push to enter their DM work into the upcoming AXIS Awards (NZ’s largest advertising awards) by poking fun at the supposed ‘embarrassment’ of winning.

We sent ad agency creatives paper bags to wear on their heads for their walk to the podium when accepting their AXIS DM awards. The message: An AXIS is an AXIS, after all.

We also ran an ad in Fastline, New Zealand’s weekly ad industry newsletter.