We created the theme for the 2011 Axis Awards "The awards show from the most creative country in the world". It's a grand claim, but one born out of statistics. Based on the Cannes awards given out in 2010, New Zealand won one Cannes Lion for every 155,989 of our population - putting us at the top of the 'most creative country in the world' table. Sweden came second, and the United States were a distant third. Any rumours that we were taking things a little bit too seriously were dispelled in the small print*.
Watch the film that played on three colossal screens as the guests were seated at the Axis awards show.