THE APG CREATIVE PLANNING AWARDS 1997: MULTI-MEDIA CAMPAIGN

campaignlive.co.uk, Friday, 28 November 1997 12:00AM

Gold
Winner: Club 18-30
Agency: Saatchi & Saatchi
Planners: Nicky Brugnola, James Griffiths
Creative Director: Adam Kean
Art Director: Dave Hillyard
Copywriter: Ed Robinson
Client: Flying Colours
Product: Club 18-30

Gold

Winner: Club 18-30

Agency: Saatchi & Saatchi

Planners: Nicky Brugnola, James Griffiths

Creative Director: Adam Kean

Art Director: Dave Hillyard

Copywriter: Ed Robinson

Client: Flying Colours

Product: Club 18-30



The campaign’s proposition was ’people go on a Club 18-30 holiday to

have a wild time with people of the opposite sex.’ Saatchi & Saatchi

knew that, demographically, Club 18-30 had a ’tabloid’ profile.



The critical part of this brief was to tell the truth about the

brand.



The campaign achieved a 35 per cent sales growth.



Silver

Winner: Royal Mail

Agency: Bates Dorland

Planner: Sally Fisher

Executive Creative Director: Tim Ashton

Art Director: Al Morrice

Copywriter: Paul Diver

Client: Royal Mail

Product: Social Mail Stimulation



Cheaper phone calls, plus the growing penetration of mobile phones,

faxes and e-mails, means that people communicate more in transmitted

form rather than using the mail.



So Royal Mail’s share required protection. The advertising aimed to

educate people to be as spontaneous and individual in using mail as they

are on the phone.



Bronze

Winner: Olivio

Agency: Bartle Bogle Hegarty

Planner: Dylan Williams

Creative Directors: Bruce Crouch, Graham Watson

Art Directors: Andy Smart, Graham Watson

Copywriters: Roger Beckett, Bruce Crouch

Client: Van den Bergh Foods

Product: Olivio



For Olivio, the challenge was to find a way of invigorating the brand

but to avoid cannibalising Flora, Van den Bergh’s volume seller.The

brand’s use of olive oil as the key ingredient formed the basis of the

advertising proposition, ’Eating Olivio as part of an olive-rich

Mediterranean-style diet could help you enjoy a longer life.’



Commendation

Winner: Littlewoods

Agency: DMB&B

Planner: Charlie Snow

Creative Director: Roger Holdsworth

Art Director: Andy Amadeo

Copywriter: Mick Mahoney

Client: Littlewoods Leisure

Product: Littlewoods Pools



This article was first published on campaignlive.co.uk

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