The campaign, created by Delaney Lund Knox Warren for the Department of Health, is nominated in the mixed media category, for its use of scratchcards as well as ads in magazines, radio, on the internet and ambient media including beer mats and washroom posters.
In total, UK agencies received only 12 nominations from 107 entries in the media awards, putting in a similar performance to the Americans who received 15 nominations out of 149 entries.
By contrast, South African agencies received 12 nominations, despite entering only 35 pieces of work. New Zealand agencies submitted just 11 entries and were nominated six times.
Manning Gottlieb OMD London is the most nominated UK agency with three nods: in the outdoor category for Teletext; for best use of internet and new media for TV show 'Crime Scene Investigation'; and one of only three nominees in the best use of radio category for "Where the f**k's my phone?" for Virgin Mobile.
Mediaedge:cia Digital received two nominations for the launch of Sony Ericsson T68i in best use of internet and young adult categories.
No other UK agency managed more than a single nomination. The other shortlisted agencies are: Carat, in the outdoor category, for Smirnoff Black Ice; MindShare UK for its work on Pepsi's World Cup sponsorship in the youth category; Starcom Motive, in the young adults category, for Nintendo; Universal McCann for Microsoft in the high net worth individuals category; and ZenithOptimedia for Lexus, also in the high net worth category.
The jury is headed by Fernando Rodes, CEO of the Media Planning Group, and the winners are set to be announced today.
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