Billboards corner the top rating of 10 out of 10

By SIMON HENDERY

A billboard campaign which rated bends in the road out of 10 has won top marks itself, steering its creators to recognition at this year's Axis Awards.

The BMW Mini outdoor advertising campaign, created by Colenso BBDO, won the Best in Show trophy at the awards, which recognise excellence in advertising creativity.

The "Mini Corners" campaign "received nearly unanimous top marks and simply blew everything else out of the water", said Tim Hanrahan, the chairman of judges.

DDB was the agency winner, collecting five of the 12 golds handed out at last Friday night's awards dinner, beating Saatchi & Saatchi and Colenso BBDO, which each took three golds.

DDB's Sky Television advertisement "The Last Supper" won gold and the Grande Axis electronic award.

Sky was also named advertiser of the year at the awards, organised by the Communication Agencies Association.The Grande Axis print award went to Saatchi & Saatchi for "Kelly's Story", an ad for Women's Refuge. It also won gold in the public service/charity print category.

* Full list of Axis winners