THE APG CREATIVE PLANNING AWARDS 1999: Multi-media Campaign - Sponsored by Wardle McLean Strategic Research & Consultancy

campaignlive.co.uk, Friday, 26 November 1999 12:00AM

GOLD
Title: Britvic Diet Tango
Agency: HHCL & Partners
Author: Richard Huntington
Project team: Gary Robinson, Owen Lee, Aoibhinn Finlay
Creative Director: Alan Young
Client: Britvic
Product: Diet Tango

GOLD

Title: Britvic Diet Tango

Agency: HHCL & Partners

Author: Richard Huntington

Project team: Gary Robinson, Owen Lee, Aoibhinn Finlay

Creative Director: Alan Young

Client: Britvic

Product: Diet Tango



Diet Tango’s positioning demanded that the project team take Tango to

the diet sector rather than the other way around, which led to the idea

of Tango - the disruptive diet drink. The observation that people drink

diet drinks when they have been bad was put through the planning machine

and ’Tangoised’. It became: ’We will make people bad so that they have

to buy diet drinks.’ Ads appeared across TV, radio, poster and there was

also a promotional CD.



The judges valued the radical nature of the thinking in this case: the

series of intellectual ’flips’ enabled planning to provide an exciting

and fresh platform for creative.



SILVER

Title: London Transport

Agency: BMP DDB

Authors: Jane Cunningham, Philippa Roberts

Creative Director: Tony Cox

Art Directors: Nick Gill, Richard Flintham

Copywriters: Ewan Patterson, Andy McLeod

Client: London Transport

Product: London Transport



Making London simple was the message behind the London Transport

campaign.



The creative brief included that celebrated icon of simplification, the

Tube map, as part of the stimulus.



Planning made an admirable contribution to solving a difficult

advertising problem by combining astute traditional analysis with

lateral thinking and brand archaeology. It went on to provide the

substance of the unifying creative idea which operates across any number

of communications tasks.



SILVER

Title: Mecca Bingo

Agency: WCRS

Author: Anna Hutson

Creative Director: Rooney Carruthers

Art Director: Ian Williamson

Copywriter: Jon Burley

Client: Mecca

Product: Mecca Bingo



Through listening very carefully to the blue collar women who play

Bingo, planning learned at the 11th hour that the brief for the creative

had misunderstood the audience’s relationship with the product and that

Bingo was for them a ’sport’, just as football is for others. This is a

great example of how planning needs to listen hard to consumers and

continuously question accepted wisdom. The planning gave the agency the

courage to admit mistakes and redirect the creative work. All the more

difficult in the charged atmosphere of a pitch.



BRONZE

Title: NME

Agency: Duckworth Finn Grubb Waters

Authors: Ben Gregor, Will Watt

Creative Directors: Paul Grubb, Dave Waters

Art Director: Tim Brown

Copywriter: Simon Riley

Client: IPC Magazines

Product: New Musical Express



Sales on NME, the weekly indie music newspaper, were in decline.

Research showed that that potential new readers weren’t interested

because they thought indie music was boring. The ad campaign set out to

show fans that the indie scene was buzzing.



This is a great example of what both rigour and vigour can do with a

small budget in a short space of time and no effort was spared in

providing the creatives with the means to solve the problem.



COMMENDATION

Title: Fiat Seicento

Agency: D’Arcy

Authors: Olly Taylor, Daniel Taylor

Creative Director: Nick Hastings

Art Director: Dave Godfree

Copywriter: Mark Waldon

Client: Fiat Auto UK

Product: Fiat Seicento



This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs