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Important dates for your 2016 diaryClosing date for entries: Late entry deadline: Hard copy material deadline:

Notes: » All supporting material must be uploaded online before the entry deadlines for the entry to be submitted and accepted as complete. » All hardcopy material must be sent to The Conference Company before the deadline for the entry to be accepted as complete. » All entries submitted after the closing date of 19 January will be subject to late penalty fees as outlined on pages 7 & 8.

4pm on Tuesday 19 January 2016 4pm on Thursday 21 January 2016 4pm on Monday 1 February 2016

C O N T E N T S

Important entry dates for your diary ............................... Below

What’s changed this year? ..................................................... 5

Eligibility and Rules ................................................................ 6

Terms & Conditions of Entry ................................................... 8

Procedure & Entrant Information ............................................ 9

Registration ......................................................................... 9

Entry Details ........................................................................ 9

Deadlines ............................................................................. 9

Entry Fees .......................................................................... 10

Delivery instructions ........................................................... 10

Credits ............................................................................... 10

Publication policy & permission ......................................... 10

Table of Supporting Material Requirements ..................... 11-12

Supporting Material Requirements ................................... 13-14

A2 Presentation Boards ......................................................... 13

Upload File Formats ............................................................... 13

Axis 2016 CATEGORIES

Craft Category ...................................................................... 16

Digital Craft Category ............................................................ 17

Out of Home Category ........................................................... 18

Magazine & Newspaper Category .......................................... 19

Direct Marketing Category ..................................................... 20

PR/Promo & Activation Category ........................................... 21

Design Category .................................................................... 22

Charity Category.................................................................... 23

Digital & Interactive Category ................................................ 24

Film & Video Content Category .............................................. 25

Radio Category ...................................................................... 26

Executive Judges Choice Awards .......................................... 27

The Grand Awards ................................................................. 28

Of The Year Awards (OTY) ..................................................... 29

Recognition Award ................................................................ 30

Checklist ................................................................................ 32

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As Axis Convenor of Judges Damon Stapleton says, “You can’t be right but you can be interesting.”

And I guess the interesting thing about awards programs like Axis is that it never stands still. They can’t. The world is moving too fast and they must evolve constantly to keep up.

Over the past three years we have made some significant changes to the Axis programme as we strive to ensure it remains relevant to the industry and recognises the best of New Zealand creativity.

And this year is no different. As our industry changes and the meaning of the word campaign is ever more diffuse, we’ve made further changes to the categories. We’ve consolidated a few old favourites to reduce the number of categories overall. More importantly, we’ve added several new categories to keep things interesting. These include Tech Driven Creative within Digital and Interactive, Design categories including Product Design (tech and non-tech), Brand Experience/Environmental and User Experience. There is also a separate Innovation Axis to celebrate work that has significantly moved a category forward.

We expect this widening of categories may bring a wider audience to Axis – which will make Axis more interesting for everyone.

This process has been led by Convenor of

Like a great ad, an Axis show should be short and to the point. So I’m keeping my remarks likewise. It’s been the most important night of the year in this industry for the past 36 years. The 2016 team are looking to keep it that way. See you there.

DANIEL BARNES2016 CHAIR

Judges Damon Stapleton and Chair Daniel Barnes. My sincere thanks to both of them for their hard work and commitment to the ongoing evolution of Axis and helping it to remain a central part of our industry.

So best of luck to all the entrants, and here’s to interesting.

PAUL HEADCEO, CAANZ

I N T R O D U C T I O N

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I N T R O D U C T I O N

“Would you sit next to you at a dinner party?” This is one of my favourite Economist headlines. The line isn’t about being correct, it is about charm, wit and having a good story. It is about being interesting. This is a quality that seems to have been forgotten about lately. Well, as the late, great David Abbott once said, it doesn’t matter how fast shit reaches you, it’s still shit.

This pretty much sums up my feeling about where advertising is today. As the convenor of Axis I thought it would be worth thinking about the crossroads that we’re at and the value awards have in this brave, new world. Mainly how can we be interesting?

Our business has become about certainty. There is an idea that you can find the exact answer at the exact time. From data to programmatic buying, we are entering an age of precision. So what is the role of creativity in all of this?Creativity is not about perfection. It is about perspective. Einstein once said that creativity is intelligence having fun. And fun always starts with the how. How do you make something interesting? How do you tell a story? How do you look at a problem? How do you come up with a solution that is not the same as all the others? ‘How’ is what takes something from being generic and boring to something interesting. And, I am sure you will agree if you were at a dinner party you would far rather listen to someone who is interesting than someone who just spews out fact after fact.

So why is that important? Well, for one, I would say that if everyone has very similar data and algorithms we will have to have something more interesting to say than the next guy, when you’re reaching the same people. The data tells us not to live in Los Angeles because of earthquakes. Yet, 20 million people live there because they love the sunshine. Humans are tricky. This is why creativity is so important.

Brands today need to be interesting more than ever to stand out from the crowd. Being interesting is not just a nice to have. Today, it is the best chance of success.Leonard Cohen said it’s the cracks that let the light in. We have never needed those cracks more than we do now.

So, here’s to the ones that find them and make them. Here’s to the crazy ones. If there was ever a time to acknowledge great ideas and the people that have them, it is now. So, for me, Axis is a moment in time to look at these ideas that can change everything. And then, we take a breath and we go again. I look forward to seeing you all there.

DAMON STAPLETON 2016 CONVENOR OF JUDGES

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GENERALRemoved• “Innovation” awards have been

removed from each of the individual categories as part of the drive to reduce the number of categories overall.

New• In place of these individual innovation

awards, a single innovation category has been created to reward exceptionally innovative work across all categories. This can be entered in the Executive Judges Section.

Updated• In several categories all 2D media

has been combined – i.e. outdoor, newspaper and magazine have been combined to create a single sub-category.

CRAFT CATEGORYRemoved • Original Arrangement of existing music

Film, and of Radio have been removed as categories.

Updated• Digital Use of Music/Sound Design,

Digital Copywriting and Art Direction have moved into General Craft.

DIRECT MARKETING CATEGORYNew• Creative Use of Data in Direct has also

been added as a new category. This reflects the data driven work seen in the last year.

Updated• Direct has been organised into Direct

Physical Marketing and Direct Digital Marketing.

DESIGN CATEGORY (NEW)• This is a brand new general category.

Please read the entry criteria carefully. The sub categories are:

-Design 360 -Product design – Tech -Product design – Non Tech -Brand Experience/Environmental -User Experience

DIGITAL & INTERACTIVE CATEGORYNew• Tech Driven Creative has been added

as a new category.Updated• Viral has been included into Social

Video and Interactive Video.

W H AT ’ S C H A N G E D T H I S Y E A R

FILM & SCREEN CONTENTUpdated• Long form Branded Content has been

revised to simply Branded Content.

EXECUTIVE JUDGES CHOICE AWARDS• Grand Prix will only be awarded to

work that is considered of international standard in 2016.

This year finalists will also be asked for a 30” version of your hype reel that will be played at Axis 2016 should you win serious metal. We will not play the 2 minute version.

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The New Zealand Axis Awards celebrate the best work written, produced, aired and run in New Zealand.

Any work commercially released and first published or aired between 1st January 2015 and 31st December 2015 is eligible for entry. HOWEVER, work that was entered for Axis 2015 is not eligible to be entered again for Axis 2016.

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. Work created in New Zealand for overseas markets (which didn’t run in New Zealand) is eligible only in Craft categories - see note 6. Entries submitted must be those versions that were produced in response to a genuine brief from a client and were made available to the public through legal mediums. Advertisements for which there is no client or that were not commissioned by a client (i.e. scam ads) will not be accepted. CAANZ reserves the right to request a full media schedule from each entrant company to verify the authenticity of the ad(s) in the event that entry is a finalist or winner. Director’s cuts will not be accepted. Advertising agencies’ own advertisements including self-promotional items or situations vacant ads are not eligible for entry.

“Call for entries” campaigns are not eligible for entry.

Agencies, typographers, photographers, design agencies, commercial businesses, freelancers and production companies may submit entries.

Work that has run overseas only, can be entered into any Craft category. However, the director/editor/ cinematographer/3-D designer/animator/composer/sound designer or arranger MUST be domiciled in New Zealand. Overseas production companies can submit work provided the work was run in New Zealand. 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.

CRAFT CATEGORIES: » Campaigns cannot be entered into Craft categories. Single executions only.

» Single executions in some craft categories can be entered multiple times as separate entries. For example, copywriting can be entered in Direct Marketing, Magazine, Newspaper & Out-of-Home, Film & Video Content and/or Radio or Digital.

» Agencies cannot enter Craft categories 1 – 10 (unless the agency itself was responsible for the crafting of the work rather than commissioning it).

» Agencies can enter Craft categories 11 – 20.

» Categories 19 & 20 are accepted as an agency craft category, but any photographer/ illustrator/re-toucher is eligible to enter.

» Charity entries can be entered into any craft category by agencies and production companies as above.

» If an entry requires an explanation to describe its context, please provide this in the ‘Notes’ field of the online form. Please make this description no more than 100 words.

Check with your Production Company or agency before entering work to avoid duplicate entries. Please note that CAANZ does not refund for any duplicate entries. If a piece of work is entered more than once into one category, CAANZ reserves the right to remove one of those entries from the Awards. In the case of entries in the Craft category, if both a production company and an agency enter the same work, the

production company’s entry will be favoured over an agency’s. In the case of all other categories, if both an agency and production company enter the same work, an agency’s entry will be granted favour.

The jury reserves the right to move entries to another category if it is felt they have unintentionally been entered into the wrong one.

Note re Public Service: Public Service (advertising paid for by a government department or non-commercial body) can be entered in any category and is eligible for any award including a Grand Prix and the Grand Axis award.

If an entry is submitted in any category (other than category 71. For Good) for a commercial brand using a corporate social responsibility strategy that benefits a charity, please note that you will be contacted to explain the commercial benefit for the brand prior to judging. This work cannot be entered into any Charity category.

Entries, which, up to and including the final date of judging, have had a complaint upheld by the Advertising Standards Complaints Board, will not be accepted, unless they have been subsequently modified to comply with the Codes of Practice. It is the responsibility of the entrant to withdraw such work should an infringement arise prior to the Axis Awards show.

If you are going to enter a hype video or case study, it can be no longer than two minutes duration.

Eligibility & Declaration Form: Entrants are required to complete the Eligibility & Declaration form for each entry acknowledging that the entry is a true and accurate representation and giving permission for CAANZ to use at their discretion any material submitted for the CAANZ Axis Awards. The Eligibility & Declaration form must be signed by the Creative Director (or equivalent) for the entry to be eligible. The Eligibility & Declaration Form is automatically emailed when first creating the entry online.

E L I G I B I L I T Y A N D R U L E S

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By submitting an entry you agree to be bound by the following terms & conditions:

T E R M S & C O N D I T I O N S O F E N T R Y

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The decision of the judging panel is final and under no circumstances will debate or correspondence be entered into.

The entrant agrees that CAANZ will not accept responsibility for errors or omissions or for work lost or damaged under any circumstances.

Entrants are responsible for ensuring that they have the right to use the images and/or music contained in their entry material. This should include use in, but is not restricted to websites, partner company websites and other public domains.

The entrant grants CAANZ permission to show the entries at the Axis Awards show and at other times as they deem appropriate in association with the Axis Awards. 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 on the CAANZ and Axis websites, in promotional material, historical reference, articles and such other means as they deem appropriate for such material.

Entrants will be notified that they have achieved finalist status and only then will they be asked to

provide full credits which will be used as CAANZ deem appropriate.

All entrants are to collect their materials from The Conference Company after the Axis Awards show. Entrants will be contacted to arrange a courier at their own expense.

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Registration » Click on the link to the online registration and submit the requested details which include a username and password, Agency/Production Company name and contact details. The contact details requested are for the individual responsible for that entry.

» Your username and password allows you to update or change details if need be.

» You must accept the terms & conditions of entry (as outlined above).

Entry Details » Entry details are entered online and include the entry title, type of entry (single or campaign), category entered, client/advertiser and date the work first appeared.

» The same entry may be submitted in more than one category (under the rules), but please note that each individual entry must have its own entry form, entry number and supporting materials.

» If you are entering your work into more than one category you must provide separate A2 boards for each category. Boards cannot be transferred from category to category during judging.

» When you have completed filling in the details of your entry, an entry number is automatically generated. This will be emailed to you together with a summary of your entry and an Eligibility & Declaration Form for each entry.

» For an entry to be deemed accepted by The Conference Company you must provide one signed Eligibility & Declaration Form for each entry. (The form is attached to your entry confirmation email). You may submit either a hard copy or an electronic copy. If the form is not received by the first closing deadline this will render the entry late.

» For an entry to be deemed accepted by The Conference Company, all supporting material that is to be submitted online must be submitted by the entry deadlines. If it is not received by the first closing deadline this will render the entry late and as such the entry will become subject to a late entry fee. (See next page for fees).

» For an entry to be deemed accepted by The Conference Company you must also provide your method of payment. You will need to either enter your credit card details into the system as you complete your entries or pay by bank transfer to CAANZ.

» Late submissions of any material will not be accepted under any circumstances.

» The entry, links, hype videos, hard copy and supporting material MUST NOT contain any entrant/agency or contributing company branding to ensure impartial judging. This includes logos and the written names.

» If you have any problems accessing the forms, please contact The Conference Company (Tel: (09) 360 1240).

Deadlines » Entries must be submitted to The Conference Company and received by 4.00 pm on Tuesday 19 January 2016. Entries will not be accepted after 4.00 pm on Thursday 21 January 2016.

» Please note a late entry extension is available. However for those wanting to use this, there will be a late payment fee payable, being the lesser amount of double the entry fee + GST or entry fee plus $1,000 + GST per each late entry.

» Prior approval for the late entry extension must be obtained from The Conference Company (by emailing axis@tcc.co.nz or calling 09 360 1240) before 4.00 pm on Tuesday 19 January 2016. A late entry must be received by The Conference Company by 4.00 pm on Thursday 21 January 2016 and must be accompanied by the late payment fee.

» All supporting material must be uploaded by the deadlines noted above, for the entry to be accepted as complete.

» All hard copy material must be received by The Conference Company by 4pm on Monday 1 February 2016 for the entry to be accepted as complete.

Entry fees » There is no discount for entering single items into multiple categories.

» To receive a discount fee for campaign entries into three or more categories, the campaign entered must be the same campaign.

CAANZ MEMBERSSingle item (per category) $295 + GSTCampaign $395 + GST

NON-CAANZ MEMBER AGENCIESSingle item (per category) $1,120 + GSTCampaign $2,220 + GST CAANZ MEMBERSCampaigns - 3 Categories $1,060 + GSTCampaigns - 4 Categories $1,390 + GSTCampaigns - 5 Categories $1,720 + GST

NON-CAANZ MEMBER AGENCIESCampaigns - 3 Categories $6,070 + GSTCampaigns - 4 Categories $8,270 + GSTCampaigns - 5 Categories $9,920 + GST FREELANCERS/PRODUCTION COMPANIESCraft entries $400 + GSTSingle item $570 + GSTCampaign $900 + GST

» Please note an extension of 48 hours is available, however for those wanting to use this, there will be a late payment fee payable, being the lesser amount of double the entry fee + GST or entry fee plus $1,000 + GST per each late entry.

How to pay » Payment or proof of payment must accompany each entry. Payments can be made by:

- Visa or Mastercard through the online form. Note: A 2.8% commission fee for paying by credit card.- Cheque made payable to

“Communication Agencies Association”. - Bank Transfer to the Communication

Agencies Association:

Bank:

Branch:

Account:

Reference:

» Entries will not be processed until all monies are received.

» Entry Fees are non-refundable under any circumstances. This applies to any entries that may be disqualified for any reason by the Convenor of Judges.

BNZ

Ponsonby

02 0248 0238645 00

AXIS Awards 2016 +

Your Agency/

Company Name

P R O C E D U R E & E N T R A N T I N F O R M A T I O N

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P R O C E D U R E & E N T R A N T I N F O R M A T I O N

Delivery instructions » You must include the entry number on all material. Each individual entry must have a unique entry number.

» When sending hard copy material, please ensure you clearly label the back of each item with the entry number, entry title and category entered. If you are submitting more than one entry and you wish to send them in one box, please wrap materials separately and label each with entry numbers. Please DO NOT include agency or production company name.

DO NOT SEND YOUR ENTRY/MATERIAL TO CAANZ

» Send all materials plus your Eligibility & Declaration forms prepaid to The Conference Company. Please address to The Conference Company, CAANZ 2016 Axis Awards and send to:

Courier Address31C Normanby RoadMt Eden 1024Auckland

Postal Address PO Box 90-040Auckland 1142

Contact detailsPhone: +64 9 360 1240Fax: +64 9 360 1242Email: axis@tcc.co.nz

CreditsCredits will only be requested from finalists. Please carefully check and re-check the credits you provide. The credits will be published on screen and on the website exactly as you have typed them. There will be certificates created so please avoid including the tea lady in your credits, as this makes the certificate information very small.

Credits cannot be adjusted after Thursday 3 March 2016.

Publication policy & permission Finalists and winners of the 2016 Axis Awards will be showcased in various ways including the work living on the Axis website for historical reference. Publication is at the sole discretion of CAANZ. Work submitted must be original and you must have secured rights to submit it.

By entering work in the competition, CAANZ is automatically granted the right to make copies, reproduce and display the creative material, such as but not limited to the CAANZ website, the Axis website, press releases, newsletters and the Axis Awards Show.

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MAIN CATEGORY

SUB-CATEGORY MATERIAL TO BE UPLOADED ONLINE BY 19 JANUARY 2016

HARDCOPY MATERIAL TO BE SUBMITTED BY 1 FEBRUARY 2016

Material Case study/ hype video?

A2 Board Other

1 CRAFT Editing (on any screen) Film/TV

2 Cinematography (on any screen) Film/TV

3 Animation/Design/Visual Effects (on any screen) Film/TV "Yes - must show process/ application of the craft”

4 Art Direction (on any screen) Film/TV

5 Direction (on any screen) Film/TV

6 Original Soundtrack - Film & Screen Content Film/TV

7 Original Soundtrack - Radio Audio/MP3

8 Sound Design - Film & Screen Film/TV/Video

9 Sound Design - Radio Audio/MP3

10 Digital Use of Music/Sound Design URL/Entry URL/MP3/Film

Optional

11 Copywriting - Magazine & Newspaper & Out of Home Image

12 Copywriting - Direct Marketing Image/URL Phycial piece optional

13 Copywriting - Radio Audio/MP3

14 Copywriting - Film and Video URL/Film/TV

15 Digital Copywriting Images/URL Optional

16 Art Direction & Typography - Magazine & Newspaper & Out of Home

Image

17 Art Direction & Typography - Direct Marketing Image

18 Art Direction & Typography - Digital URL/Entry URL/ Image

Optional

19 Image (inc. photography/illustration/retouching) Magazine, Newspaper, Outdoor

Image

20 Image (inc. photography/illustration/retouching) Direct Marketing

Image

21 DIGITAL CRAFT

Interface & Navigation URL/Entry URL Optional

22 User Experience (UX) URL/Entry URL Optional

23 Digital Use of Video URL/Entry URL/Film

24 Digital Animation/Motion Graphics, Illustration & Design URL/Entry URL/Image Optional Optional

25 OUT OF HOME Billboard Advertising Image Optional A2 Boards need to show ads in context

26 Out of Home Posters Image Optional

27 Transit Advertising Image Optional

28 Out of Home Special Build Image Optional

29 Non Traditional Outdoor or Ambient Image Optional

30 Out of Home Campaign Image Optional

31 MAGAZINE & NEWSPAPER

Magazine Single Image

32 Magazine Campaign Image

33 Newspaper Single Image

34 Newspaper Campaign Image

35 DIRECT MARKETING

Direct Physical Image Optional Opt. physical piece

36 Direct Digital URL/Example Optional

37 Direct Campaign Image Optional Opt. physical piece

38 Creative Use of Data in Direct Single URL/Image/App Recommended

39 Creative Use of Data in Direct Campaign URL/Image/App Recommended

40 PR/EXPERIENTIAL

PR Image Recommended

41 Promo & Activation Image Recommended Any physical pieces

42 DESIGN CATEGORY

Design 360 URL/Example/App Optional Opt. physical piece

43 Product Design - Tech URL/Example/App Optional Opt. physical piece

44 Product Design - Non Tech Image/Example Optional Opt. physical piece

45 Brand Experience/Environmental URL/Example/App Optional Opt. physical piece

46 User Experience URL/Example/App Optional Opt. physical piece

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MAIN CATEGORY

SUB-CATEGORY MATERIAL TO BE UPLOADED ONLINE BY 19 JANUARY 2016

HARDCOPY MATERIAL TO BE SUBMITTED BY 1 FEBRUARY 2016

Material Case study/ hype video?

A2 Board? Other

47 CHARITY Charity - Magazine & Newspaper & Out of Home Image

48 Charity - Direct Marketing Image Optional Opt. physical piece

49 Charity - PR/Promo & Activation Image Recommended

50 Charity - Digital or Screen Tv/Film/URL/Entry URL Optional

51 Charity - Radio Audio/MP3

52 DIGITAL & INTERACTIVE

Websites & Microsites URL/Entry URL Recommended

53 Online advertising URL/Entry URL Optional

54 Social Video (viral) and/or Interactive Video URL/Entry URL Optional

55 Webisode/Series URL/Entry URL Optional

56 Social Media URL/Entry URL Optional

57 Mobile URL/Entry URL Optional

58 Digital & Interactive Campaign URL/Entry URL Optional

59 Tech Driven Creative URL/Image/App Recommended

60 FILM & VIDEO CONTENT

Large Scale Content Screen

61 Long-form (120 seconds and above) Single Screen

62 Long-form (120 seconds and above) Campaign Screen

63 Branded Content Screen/URL/App Optional

64 TV Single Commercial (30 seconds or below) TVC

65 TV Commercial Campaign (30 seconds or below) TVC

66 TV Single Commercial (above 30 seconds) TVC

67 TV Commercial Campaign (above 30 seconds) TVC

68 RADIO Radio Single Audio/Script

69 Radio Campaign Audio + Script Optional

70 Non-standard radio Script/Audio/URL Optional Optional

71 EXECUTIVE JUDGES CHOICE

For Good (awarding businesses/brands for ‘doing good’)

Images Recommended Actual physical piece Actual physical piece

72 Emerging Talent 3 separate pieces Optional

73 Innovation Axis URL/Image/App Optional

NoYes

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Please adhere to the supporting material requirements for each category you are entering. Try to remember the judges are judging your actual work. They are not judging your ability to talk an Academy Award-winning director into shooting a two-minute hype tape. If your idea requires choreography to explain it, the judges have the right to ignore it. So please stick to the guidelines.

For some categories case studies/hype videos can be supplied (max 2 mins), along with any hard copy material that supports

A2 PRESENTATION BOARDS » Show only one entry per board. » For the Out-of-Home category, the boards should show the work in context.

» A campaign entry should show all elements of the campaign on one A2 board only, but only those elements which are related to the campaign. Do not include elements of the entry that are included in another category.

» Mount work on 1 rigid A2 board (420 x 594 mm).

» Please do not stick declaration forms to the back of the boards as this makes them sticky and difficult to “store” next to another board.

» Do NOT use foam board, use mount board instead.

» Portrait style is preferred. » Please label the back of each board with the entry number, entry title, type of entry (single or campaign) and the category entered.

» For the purpose of judging impartiality, do NOT put your agency/company logo or branding anywhere on the board.

» Do NOT put the entry number or category titles on the front of the board.

» Do NOT send un-mounted work, rolled prints or taped boards. They will be returned at your cost.

UPLOAD FILE FORMATS Entries must be submitted online via the upload button. Files are to be uploaded in the following formats where requested.

Credits: » Requested from finalists only.

CDs/CD-ROM: » Only work created specifically for delivery

on CD-ROM will be accepted on CD.

S U P P O R T I N G M A T E R I A L R E Q U I R E M E N T S

your entry. This year finalists will also be asked for a 30” version of your hype reel that will be played at Axis 2016 should you win serious metal. We will not play the 2 minute version.

The onus is on the entrant to ensure any case studies/hype videos are specific to the entered category and not relating to another category the same work is also being entered into. If the judges believe the material is not relevant to the category they are judging, they have the right to ignore it.Please refer to the separate table (on page

10) showing what material requirements are required for each category.

IMPORTANT NOTE RE HARD COPY MATERIAL BEING SUBMITTED:If your work becomes a finalist, it will be judged online by the international judges. If you are submitting hard copy material, international judges will not be able to see it, so it is in your best interests to upload online examples or a case study outlining this material by the entry closing dates.Files submitted online should be sufficient for international judges to understand the idea of the hard copy material.

Descriptions: » Requested in Craft categories only. » These should be entered in ‘notes’ field of online form if necessary and are limited to 100 words.

Images: » JPEG, RGB, 300 dpi. » Size: the longest side must be no longer than 420mm.

Supporting/Hype Video: 2 minutes max. If your video exceeds 2 minutes, then the jury reserve the right to end the judging after the 2 minute mark. This year we will also be requesting a 30” edit of any hype tapes or work that may appear on the night of the Axis Awards should the work win serious metal. Full hype tapes will not be played at Axis so if an edit is not provided the hype tape will stop after 30 seconds. Edits should be supplied at the same time as credits and couriered on a labelled memory stick to The Conference Company.

Film/TVC/Screen Content entries/Hype video: » Quicktime, MP4 or MOV. » Files should not exceed 50MB. » Please ensure your entry begins at the first frame only and does NOT include the clapper board or title information.

» Please ensure one file contains one commercial only. When uploading campaigns, each spot must be uploaded separately.

» The preferred aspect ratio is 16:9. » Spots will be viewed on a 16:9 screen for judging.

» Always do a preliminary quality check before submitting your work.

Widescreen EntriesWidescreen (16:9) entries should be submitted with a frame size of 1920 x 1080 (minimum 1280 x 720) using H.264 (mov) compression at up to 59.94 frames per second. The data rate for the file should be limited to 8 MBps (8196 kbps). All entries that have been produced in HD have to be submitted in HD, SD down conversions will NOT be accepted.

Standard EntriesStandard (4:3) entries should be submitted with a frame size of 1280 x 720 (with black pillars on the sides to expand to the 16:9 frame size) using H.264 (mov) compression at 29.97 frames per second. The data rate for the file should be limited to 8 MBps (8196 kbps).

Radio/Sound entries: » WAV, MP3. » Ensure entry is submitted in Stereo, in a high quality WAV, 48khz at 16 bits or more.

» Please ensure one file contains one commercial only - please do not send multiple commercials in one file.

Radio Scripts: An electronic plain text version of the script must also be submitted online. PDF or Word.

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URL submissions: » All entries that have appeared online must be submitted as a URL linking to an online version of your entry.

» Banner ads must be presented on a mocked up example of the website they appeared on, or as they appeared online.

» Viral movies on either the original YouTube, Vimeo or campaign URL they were uploaded to.

» Websites & campaign sites if no longer live to be hosted on a URL if possible and definitely recommended. If this is not possible a video walk through of the site is suggested. If there is a particular walk through or journey you would like the jury to follow, a video of this journey is recommended.

» Award entry URLs showing all elements of an online campaign are also suggested for Interactive Campaign and Innovation in Digital entries.

» Please provide a username and password if the entry is on a secure site.

» The domain name must not identify the agency.

» Only work created specifically for delivery on CD-ROM will be accepted on CD.

Apps or mobile technology » If your work is an app or is displayed on a mobile device and you would like the judges to see the work in this way, please provide details for downloading the app.

S U P P O R T I N G M A T E R I A L R E Q U I R E M E N T S

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Judges will be looking principally for work that is of the highest standard in its discipline and will be judged on whether the work gives the viewer/listener a memorable aesthetic experience. Judges will consider if the craft has enhanced the idea or pushed the execution.

AGENCIES CANNOT ENTER CRAFT CATEGORIES 1 – 10 (unless the agency itself was responsible for the crafting of the work rather than commissioning it).

EditingOn any screen.

CinematographyOn any screen. Including animation

Animation/Design/Visual effectsOn any screen. Encompasses all visual effects including character animation and design.

Art DirectionOn any screen.

DirectionOn any screen.

Original Soundtrack – Film & Screen ContentMust be a wholly original work by the nominated New Zealand based composer, music production company or agency.

Original Soundtrack – RadioMust be a wholly original work.

Sound Design – Film & Screen ContentMust be an original recording that does not feature music as a main element.

Sound Design – RadioMust be an original recording that does not feature music as a main element.

Digital Use Of Music/Sound DesignCreative application of music and/or sound design in the digital space.

AGENCIES CAN ENTER CRAFT CATEGORIES 11 – 20.

Copywriting – Magazine & Newspaper And Out Of HomeWill be judged by how copywriting craft is used in the execution of Magazine & Newspaper or Out of Home. Copywriting must be an integral part of the execution and add to the overall idea.

Copywriting – direct marketingWill be judged by how copywriting craft is used in the execution of Direct Marketing. Copywriting must be an integral part of the execution and add to the overall idea.

Copywriting – RadioJudges will be looking for brilliant writing imaginatively brought to life.

Copywriting – Film And Video Judges will be looking for brilliant writing imaginatively brought to life.

Digital Copywriting (New)Will be judged by how copywriting craft is used in the execution of digital ideas. Copywriting must be an integral part of the overall idea.

Art Direction & Typography – Magazine & Newspaper And Out Of HomeWill be judged by how art direction and typography craft is used in the execution of Magazine & Newspaper or out of home. Art direction and typography must be an integral part of the execution and add to the overall idea.

Art Direction & Typography – Direct MarketingWill be judged by how art direction and typography craft is used in the

execution of Direct Marketing. Art direction and typography must be an integral part of the execution and add to the overall idea.

Art Direction & Typography – DigitalWill be judged by how art direction and typography craft is used in the execution of digital ideas. Art direction and typography must be an integral part of the overall idea.

CATEGORIES 19-20 ARE ACCEPTED AS AN AGENCY CRAFT CATEGORY, BUT ANY PHOTOGRAPHER/ILLUSTRATOR/RETOUCHER IS FREE TO ENTER

Image – Magazine & Newspaper Or Out Of HomeIncluding photography, illustration and retouching. Will be judged by how the image is used in the execution of Magazine & Newspaper or out of home. Photography, illustration or retouching must be an integral part of the execution and add to the overall idea.

Image – Direct MarketingIncluding photography, illustration and retouching. Will be judged by how the image is used in the execution of Direct Marketing. Photography, illustration or retouching must be an integral part of the execution and add to the overall idea.

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C R A F T C A T E G O R Y

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Digital Craft recognises outstanding execution in aspects of digital craft including; interface & navigation, user experience, illustration & design, animation and use of video.

Interface & navigationThe interactive journey with a digital product or service.

User experience The emotional and behavioural response to a digital product or service.

Digital Use Of VideoCreative application of an online video.

Digital Animation/MotionGraphics, Illustration & Design

D I G I T A L C R A F T C A T E G O R Y

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Judges will be looking for brilliant and effective examples of Out of Home creativity. Powerful ideas that communicate with immediacy and engagement.

Billboard Advertising Single execution on standard paid billboard site.

Out Of Home PostersSingle execution including, street furniture, path-to-purchase, retail & street posters. If possible, we want to see it in context.

Transit AdvertisingSingle execution incorporating public and private transportation such as bus, rail, plane, trucks etc and their associated environments like bus stops, rail terminus, airports etc.

Out Of Home Special BuildSingle execution involving unique construction beyond standard billboard or poster production.

Non Traditional Outdoor Or Ambient Single non-traditional media idea with genuine reach, consists of small scale special solutions and live advertising or an event. Not a billboard or a poster special build.

Out Of Home CampaignIncorporating a minimum of three executions across single or multiple out of home formats.

O U T O F H O M E C A T E G O R Y

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Judges will be looking for brilliant and effective examples of Magazine & Newspaper advertising. Powerful ideas that communicate with immediacy and engagement. This includes both printed & online versions.

MagazineSingle entries only.

Magazine CampaignIncorporating a minimum of three executions.

NewspaperSingle entries only.

Newspaper CampaignIncorporating a minimum of three executions.

M A G A Z I N E & N E W S P A P E R C A T E G O R Y

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Direct Marketing is defined as any communication aimed at a precise target demographic, with clearly defined goals and measurable results. Eligible work must have been genuinely and specifically created to solicit an enquiry, donation or order, or create a contactable database.

Brand and product awareness advertising or social media buzz will not be accepted as valid goals in this category.

D I R E C T M A R K E T I N G C A T E G O R Y

Judges will be looking for ideas that are of a high standard, are fresh, are well executed and would have made a genuine difference to a client’s business.

Direct PhysicalPhysical mail or door-drop. Include one example of the work exactly as it was delivered. Single entries only.

Direct Digital A piece of direct online or electronic communication including email. Single entries only.

Direct CampaignDirect Mail that comprised more than one element delivered separately.

Creative Use Of Data In Direct - Single (New)This category rewards a piece of work that has used data as the core to create a campaign. It is important to ensure there is a direct link between the data and the execution of the work. Case studies may be appropriate.

Creative Use Of Data In Direct - Campaign

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PRPR is defined as work created to influence or inform the public via non-commercial media channels.

Promo & ActivationPromo & Activation is an activity designed to create immediate activation and/or offer for the sale of a product or service. This may be affected using samplings, tie-ins, competitions, events, in-store advertising events, exhibitions and other promotional vehicles, such as digital media. Judges will be looking for ideas that actively engage consumers to products/brands and achieve measurable results.

Judges will be looking for creative, original and clever use of the discipline.

P R / P R O M O & A C T I V A T I O N C A T E G O R Y

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Judges are looking for the use of design in helping to build brands through visual design and identity and also new products, environments or user experience. Design should show how it has informed and moved brand communications or product messages forward.

Design 360 (New)This category recognises visual design and identity that helps build brands. Not a campaign, but long-term design thinking around brand ID/livery/vehicle/packaging/communications. Entries could demonstrate the design across these and also in packaging, print, brand collateral, digital content etc.

Product Design - Tech (New)This category rewards a product created that is either a piece of technology or has technology at the centre of the creative. It is important to ensure there is a strong idea and purpose driving the reason for the product. No gimmicks. Ask yourself what the product does? Is the world a better or more interesting place because it exists?

Product Design - Non Tech (New)This category rewards the design of a product that has been created. It is important to ensure there is a strong idea and purpose driving the reason for the product. No gimmicks. Ask yourself what the product does, Is the world a better or more interesting place because it exists? Example – Volvo Life paint.

D E S I G N C A T E G O R Y ( N E W )

Brand Experience/Environmental (New)This category rewards a physical setting that lets the consumer experience a company’s brand through graphics, lighting, architecture and interior design.

User Experience (New)This category rewards the overall experience of the user when using a product, system, service, app or website. Ask yourself what makes the work interactive. Is it practical to use? Is it experiential? Does it make you feel an emotion? Does it do all of the above?

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Charity – Magazine & Newspaper Or Out Of HomeAny piece of work that ran in magazines and/or newspapers or out of home.

Charity – Direct MarketingAny piece of work that was used in direct marketing.

Charity – Pr/Promo & ActivationAny piece of work that was used in PR and/or promo & activation.

Charity – Digital Or ScreenAny piece of work that ran either online or as film screen content.

Charity – RadioAny piece of work that was aired on radio.

Charity advertising is advertising for a registered charity. Judges will be looking for creative, original and clever ideas that it is felt would genuinely have helped the charity.

Charity entries (single or campaign) are only eligible in these Charity categories. They are not eligible to be entered into any other categories (except in Craft under the Craft category rules).

C H A R I T Y C A T E G O R Y

Entries in this Charity category are not eligible for a Grand Prix or the Grand Axis Award.

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Websites & MicrositesCan be the brand’s main website or a campaign microsite and judged on the overall idea, look and feel, functionality and execution. Single entries only.

Online AdvertisingDisplay advertising in paid-for online spaces. Includes banners, rich media, page take-overs etc. All entries must show the ad in context of a webpage as it was originally displayed. Single entries only.

CATEGORIES 54-55 ARE NOT THE PLACE FOR TV ADS PLACED ONLINE.

Social Video (Viral) And/Or Interactive VideoOnline videos specifically created for the Internet or online social platforms that are intended for widespread sharing. Interactive videos that have at least one of the following levels of interactivity: conversational, customisable, narrative, explorative. Single entries only.

Webisode/SeriesA series of online films/long form branded content intended for online distribution. Minimum of three executions.

Social Media Best use of any form of social media marketing (Facebook, Instagram, Twitter etc.) that creates buzz, talk and participation. Single entries only. Judges will look at focused

executions, with social thinking at the core of the work. Judges will consider levels of engagement, social reach and the creative use of social networks and activity to successful commercial effect. Creative solutions that utilise social components and activity as a secondary element should not be entered.

MobileCreative work that lives on or is activated by a mobile device, app or mobile web, including the use of augmented reality. Judges will be looking for the freshest creative mobile ideas that present the technology and creativity behind the work seamlessly, and push the boundaries of mobile advertising. Creative work that lives on or is activated by a mobile device, app or mobile web, including the use of augmented reality. Single entries only.

Digital & Interactive CampaignShould contain 3 or more separate pieces of work from one or more of the above interactive categories. Offline elements can be included with the minimum 3 digital executions if they help set the idea. Judges will look at the quality of the digital ideas and how they contribute to the campaign.

Tech Driven Creative (New)This category rewards a piece of work that is either a piece of technology or has technology at the centre of the creative. It is important

The Digital & Interactive category encompasses branded online, digital, and technological communication. Judges will be looking for digital & interactive work that has a great idea that is relevant to its context, and is beautifully executed and will award the best creative, digital solutions.

D I G I T A L & I N T E R A C T I V E C A T E G O R Y

to ensure there is a strong idea driving the work. This category is not technology for technology sake. Example: What3words.

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Large Scale Content Includes cinema, projection or any large scale screen for a mass audience. This is where outstanding work like projection mapping and film primarily made for cinema would be awarded. Single entries only. Only submit actual screen content. Do not include a hype video. If an entry requires an explanation to describe its context, please provide this in the ‘Notes’ field of the online form. Please make this description no more than 100 words.

Long-Form - Single120 seconds and above. Single entries only. This is celebrating storytelling. It can be a short film, a feature film, a documentary using non-paid media that doesn’t conform to normal TV ad conventions. Only submit actual screen content. Do not include a hype video. If an entry requires an explanation to describe its context, please provide this in the ‘Notes’ field of the online form. Please make this description no more than 100 words.

Long-Form - CampaignThree or more executions.

Branded Content (New) Judges are looking for innovation and creativity in successfully integrating a brand into existing platforms. The focus is on the creative execution and idea as much as placement.

TV Single Commercial 30” Or BelowMust be designed specifically as a 30 or 15 second TV commercial.

TV Commercial Campaign 30” Or BelowThree or more executions must have run.

TV Single Commercial Above 30”Must be designed specifically as a TV commercial more than 30 seconds in duration.

TV Commercial Campaign Above 30”Three or more executions must have run.

Judges will be looking for ideas that really push the ever expanding screen content medium in new and exciting directions. The premise of great TV remains the same however; it’s about taking a great idea and executing it flawlessly.

F I L M & V I D E O C O N T E N T

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Radio Single.

Radio Campaign. A minimum of 3 executions.

Non-Standard Radio (New).Any length or type.

Judges will be looking for brilliant uses of this media – innovative and unexpected ideas that push this format further, or brilliant writing imaginatively brought to life.

R A D I O C A T E G O R Y

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For Good The For Good category is about social responsibility and designed to incentivise businesses to ‘do good’ for the world, their country or their community. The category is to encourage and reward brands for being responsible/sustainable. Entries in the For Good category are eligible to win metal.

Emerging TalentThis category is for individuals or teams 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.

Entries can be received from creative teams, directors, editors, sound engineers, copywriters, art directors, designers and any other emerging creative talent. Three pieces of published work must be submitted for judging. These three pieces must be submitted separately. Published work must have appeared for the first time between 1st January 2015 and 31st December 2015. Work that was entered for Axis 2015 is not eligible to be entered again.

A hype video summarising your work can be submitted but it must be no more than 2 minutes duration.

Paid entries in the following categories will only be judged by the Executive Judging Panel.

E X E C U T I V E J U D G E S C H O I C E A W A R D S

Innovation Axis (New)This award rewards work across any categories that has changed the meaning of or has moved a category forward. Work that has evolved beyond a category description.

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The NZME Axis Student ChallengeA well-established award, the Axis Student Challenge is an initiative NZME supports to encourage and celebrate emerging creative talent in the advertising industry. Entrants must be full-time students in advertising, design, visual communication, mass communication, marketing or a related discipline studying at least 20 hours per week.

Student entries were short-listed by a judging panel comprising NZME and Young and Shand marketing and creative executives in September 2015.

Grand Prix A Grand Prix Axis may or may not be presented to one or more entries in each major category. These will be contested amongst the gold winners in that category. The Grand Prix winners will be awarded to work that reflects the best International standard work only. Gold winners from the Charity category are not eligible for a Grand Prix.

Grand Axis The single best piece of work from New Zealand in the last year chosen by the Executive Judging panel.

These awards cannot be entered. The winners are chosen by the Executive Judging Panel.

T H E G R A N D A W A R D S

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Production Company Of The Year

Client Of The YearThis is across all brands belonging to the client.

Agency Of The Year

These awards cannot be entered. These awards honour the agency, client and production company that has amassed the most points across all categories.

Points will be awarded to identify the winner based on either finalist placing or awards won: Grand Axis = 12 points, Grand Prix = 10 points, Gold = 7 points, Silver = 5 points, Bronze = 3 points and a finalist = 1 point.

O T Y A W A R D S

Please note that points awarded will only be awarded for the highest award received. Therefore points for the Grand Axis will not score points for the Grand Prix it received as well. Similarly, any Grand Prix winners will only receive points for the Grand Prix, not points for the gold it received. A bronze winner will not receive points for being a finalist, only for the bronze.

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Lifetime Achievement AwardA special award chosen by the Axis Awards Committee recognising the outstanding contribution made by an individual to the advertising industry.

This award cannot be entered. The recipient is chosen by the CAANZ Executive Board.

R E C O G N I T I O N A W A R D

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ENTRIES CLOSE:

LATE ENTRY EXTENSION CLOSES:

HARD COPY MATERIAL DEADLINE:

ENTRY FEES:

ELIGIBILITY & DECLARATION FORM:

CATEGORY MATERIAL REQUIREMENTS:

CASE STUDY HYPE VIDEO:

SEND YOUR ENTRIES TO:

4.00pm Tuesday 19 January 2016.

4.00pm Thursday 21 January 2016. You must apply before the entry closing date for an extension and must pay an additional late penalty fee for each late entry.

4.00pm Monday 1 February 2016.

Must accompany entry materials or be paid online. Proof of payment must be sent with the entry. Please note there is a 2.8% commission fee on all credit card payments.

Must be completed, signed and accompany each entry. The form is specific to each entry.

Please refer to the category material requirements on page 11 for the specific material requirements to ensure you send what is required to complete your entry. Supporting material is different for each category.

Must be no longer than two minutes. Supporting videos are not accepted in some Magazine & Newspaper, Radio or craft categories. Please check the rules.

The Conference Company, CAANZ AXIS Awards, 31C Normanby Road, Mt Eden, Auckland 1024

C H E C K L I S T

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