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

Reduction Partnership.

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

camera.

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

her.

MVO1: Have a bit of respect, slow down.

GOLD AWARDS.

BEST USE OF ILLUSTRATION

Title: "Trap"

Client: OHS

Brief: Only OHS Knowledge makes me feel safe

Agency: Propaganda

Writer: Propaganda

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

Agency: PWLC

Writer: Pete Camponi

Art director: Rick Ward

BEST IDEA THAT NEVER MADE IT

Title: "Asylum"

Client: The Sanctuary

Brief: The Sanctuary is for everybody

Agency: Propaganda

Writer: Propaganda

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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