GOLD
Title: Ford Transit
Agency: Ogilvy & Mather
Author: Peter Le Boutillier
Creative Director: John Kelley
Art Director: Steve Shotton
Copywriter: Sebastian Royce
Client: Ford
Product: Ford Transit
Transit has a unique brand heritage, but it had come under attack from
strong German and other competition. Advertising was given the challenge
of rebuilding the emotional bond between the brand and its customers
prior to the launch of the new Transit. After getting to grips with the
British small businessman’s attitude to work and his van, and finding a
key insight - ’working class and proud of it’ - the Backbone of Britain
campaign gave British tradesmen a sense of pride at being white van
man.
The judges appreciated the classic deployment of planning skills to
identify and solve a difficult problem and provide a platform for
excellent creative in a neglected category.
SILVER
Title: British Gas
Agency: BMP DDB
Authors: Al Crawford, Diana Carr
Creative Director: Larry Barker
Art Director: Jerry Hollens
Copywriter: Mike Boles
Client: British Gas Trading
Product: Gas
British Gas was facing an almost impossible situation. On losing its
monopoly, it would be selling a commodity at a price disadvantage.
The judges were taken by the way planning defined the advertising task
(’a call to inaction’), the ’expertise through safety’ positioning, the
sensitive use of creative development research to redirect the creative
team and the efforts the planners went to to verify their hunch about
the revised creative direction.
BRONZE
Title: Jaffa Cakes
Agency: Publicis
Author: Becky Barry
Creative Director: Gerry Moira
Art Director: Keith Courtney
Copywriter: Rob Janowski
Client: McVitie’s
Product: Jaffa Cakes
The ’deliciously self-centred’ campaign was all about making Jaffa Cakes
relevant to adults as well as children. It was based on people’s
irrational love of Jaffa Cakes and how they would go to extraordinary
lengths to get them.
This case shows how a planner can never be satisfied in the efforts
he/she puts in to understand the heart of the brand. The combination of
innovative research techniques and imagination enabled the planner to
lead the creatives to a fresh and fertile area.
BRONZE
Title: Halfords
Agency: Abbott Mead Vickers BBDO
Author: Warwick Cairns
Creative Director: Peter Souter
Art Director: Tom Ewart
Copywriter: Antonia Clayton
Client: Halfords
Product: Bikes
After two bike ads based on extreme sports bombed in research, further
interrogation showed that people related to the specific experience of
falling off a bike. The final ads featuring bikes crashing won praise
from all sides. This is a good example of how planning can intervene on
behalf of creative work and go behind the apparent common sense of
research findings to liberate creative firepower.
COMMENDATION
Title: Scalextric
Agency: Lowe Howard-Spink
Authors: Guy Lambert, John Hadfield
Creative Director: Paul Weinberger
Art Director: Vince Squibb
Copywriter: Paul Silburn
Client: Hornby
Product: Scalextric
COMMENDATION
Title: Stork
Agency: Bartle Bogle Hegarty
Author: Dylan Williams
Creative Director: Bruce Crouch
Art Director: Kim Papworth
Copywriter: Tony Davidson
Client: Van Den Bergh
Product: Stork
COMMENDATION
Title: McCain Foods
Agency: D’Arcy
Authors: Charlie Snow, Vicki Cracknell
Creative Director: Nick Hastings
Art Directors: Dave Godfree, Neil Durber
Copywriters: Mark Waldon, Ben Hartman
Client: McCain Foods (GB)
Products: Oven Chips, Micro Chips, Home Fries, Pizza delivery
.jpg)
.jpeg)
