Fresh Awards 2004: Private View - Yorkshire
By Bil Bungay, the deputy creative director at TBWA\London, campaignlive.co.uk, Friday, 19 November 2004 12:00AM
Our first foray into Fresh creativity in the regions comes from Yorkshire and starts with a radio commercial, not from an agency but from a radio station believe it or not - Real Radio.
And radio that avoids the jingle, joke, message, joke, telephone number, telephone number template.
When you hear a strong radio ad, like "Hadara Fox", it reminds you how powerful radio can be. This ad, part of the campaign by West Yorkshire Casualty Reduction Partnership, provokes drivers to consider the possible tragic consequences of thoughtless speeding. I am certain it was as effective as it is creative.
From radio we move on to one of the offerings in the illustration category from an agency that enjoyed much success in this year's awards, Propaganda.
A simple idea carefully utilising illustration makes this idea worthy of an accolade. "Trap" for OHS is a clever ad and their objectives were that OHS Knowledge makes you feel safe.
One of the most popular new categories in the awards this year was the Idea That Never Made It. The award goes some way to redress the fact that some inspirational ideas with real merit only get to be seen by the creatives who come up with them. In this category, the excellent Sanctuary comes out of Propaganda. Not too sure how welcoming any health spa would be for any group of asylum seekers. But, then again, if you are looking for an incentive to seek asylum in the UK, the Sanctuary is as good as any.
Our penultimate Yorkshire selection was a really great brochure from Team Impression, whose "process of printing" was one of the best examples of self-promotional work we saw. Simple, effective and to the point. A great example of craftsmanship.
And, finally, we have a nifty little campaign for City Gent Hairdressers, with "hair crimes". PWLC, which was responsible for this campaign, gave us a series of ads featuring some very dodgy barnets, with the objective of making sure people are aware that they can get a decent haircut at City Gent.
And although this is obviously a very local campaign, and hardly the largest client in the world, I am sure it will have raised some smiles and doubtless hairstyles at some of the bus stops in and around Leeds.
So this is Yorkshire in a nutshell this year.
Eyooop. Bluddy greeeet!
PS. And they might not have won but thanks to JDA for their Bonsai tree bribe, which has rather unfortunately died ... bad karma on me, I'm sure.
WEST YORKSHIRE ROAD CASUALTY REDUCTION
Title: Hadara Fox
Length: 50 secs
MVO1: Down to earth, quite flat in delivery.
FVO1: AA road-watch style. Mandy Roberts.
MVO1: Traffic and Travel Extra, with The West Yorkshire Casualty
Music: Punchy, pop travel bed.
FVO1: Reports are coming in about a major hold up on Manchester Road at
Slathway in Huddersfield, where it seems a young girl has been knocked
down by a car. An ambulance and police are at the scene (Fade out) but
the road will be blocked for some time ...
Music: Changes to something much more reflective.
Mandy: Hadara Fox, age 12, died there six years ago. She'd just finished
her paper round and had to cross the road. She never reached the other
side. On impact the car was traveling at 43 miles per hour in a 30 zone.
But there's a memorial there now. You can't miss it. It's a speed
So don't get angry when you see it, because it tells you, that my
daughter Hadara Fox, age 12, died there, six years ago ... and I miss
MVO1: Have a bit of respect, slow down.
BEST USE OF ILLUSTRATION
Brief: Only OHS Knowledge makes me feel safe
Art director: Propaganda
BEST BROCHURE OR ANNUAL REPORT
Title: "The process of printing"
Client: Team Impression
Brief: Create a brochure to promote ourselves
Agency: Team Impression/Design Project
Designers: Andy Probert, James Littlewood
Project manager: Simon Bucktrout
BEST USE OF POINT-OF-SALE
Title: "Hair crimes"
Client: City Gent Hairdressers
Brief: Make people aware that it's worth paying a bit extra to get a
decent haircut at City Gent
Writer: Pete Camponi
Art director: Rick Ward
BEST IDEA THAT NEVER MADE IT
Client: The Sanctuary
Brief: The Sanctuary is for everybody
Art director: Propaganda
BEST RADIO AD
Title: "Hadara Fox"
Client: West Yorkshire Casualty Reduction Partnership
Brief: Get drivers to think about the consequences of speeding
Media owner: Real Radio Commercial Production
Creative director: Paul Renhard
Writer: Gayle Lofthouse
This article was first published on campaignlive.co.uk
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