What a performance – Special & Partners Life win Axis ‘Best in Show’
Special dominated the big Axis Awards – winning ‘Best in Show’ for their highly innovative ‘Last Performance’ for Life Insurance company Partners Life, as well as Grand Prix for ‘Brand Content’, ‘Creative Use of Media’ and the ‘Innovation Axis’ – becoming the most highly awarded campaign of the night.
New Zealand is one of the most under-insured countries in the world for life insurance. To tackle this, Special partnered up with NZ’s most popular ‘murder mystery’ TV show – ‘The Brokenwood Mysteries’ to bring the murdered characters back from the dead for one last performance – to reminded NZ that life isn’t scripted, so plan ahead - a message that seamlessly integrated into the show, airing before the end credits rolled, in a media first.
“Special is our name and a benchmark for the type of work we strive for everyday – it’s a high bar! So it’s great to have so much of our work recognised tonight as achieving that level. Well done to our incredible team, and our ambitious wonderful clients,” says Special founder and CEO Tony Bradbourne.
Special also won another Grand Prix for ‘Film’ for their audacious ‘Summer Never Sleeps’ Film for Kathmandu, which also dominated the Film Craft categories winning Scoundrel multiple Golds.
Special Executive Creative Director, Lisa Fedyszyn said, “It’s a great thrill to have our Partners Life campaign take out the Best In Show at Axis. It’s the result of working with a collaborative, ambitious and creative client and brand that pushes to elevate the category to new levels. Not to mention South Pacific Pictures and their willingness to embrace this unique collaboration.”
Special Chief Strategy Officer – Rory Gallery said, “We often talk about bringing an idea back to life, and in this instance, we can honestly say we have. We are lucky to work with such wonderful partners who helped to breathe life into the campaign.”
Special also won multiple Gold awards including:
— Product Design - Non-Tech for Education New Zealand Te Kākahu Hou
— Creative Use of Media - Last Performance for Partners Life
— Branded Content - Campaign - Last Performance for Partners Life
— TV, Cinema or Online Over 30’ - Film & Video - Kathmandu - Summer Never Sleeps