THE APG CREATIVE PLANNING AWARDS 1997: NEW BROADCAST CAMPAIGN

Gold
Winner: VW Passat
Agency: BMP DDB
Planner: Ivan Wicksteed
Creative Director: Tony Cox
Art Director: Richard Flintham
Copywriters: Andy McLeod, Nick Gill
Client: Volkswagen UK
Product: VW Passat

Gold

Winner: VW Passat

Agency: BMP DDB

Planner: Ivan Wicksteed

Creative Director: Tony Cox

Art Director: Richard Flintham

Copywriters: Andy McLeod, Nick Gill

Client: Volkswagen UK

Product: VW Passat



It was planning’s relentless interrogation of Passat’s designers that

uncovered their passions and eccentricities, and which encouraged the

creatives to produce this internationally admired campaign.



Through the ’obsession’ advertising, Passat has brought self-deprecating

German humour, German engineering and design values to the mass-market

business sector.



Thanks to BMP’s advertising, it is now seen as a premium quality company

car which competes with the likes of Audi and BMW on technical

excellence and desirability.



Silver

Winner: One-2-One

Agency: Bartle Bogle Hegarty

Planner: Heather Alderson

Creative Director: John Hegarty

Art Director: Steve Hudson

Copywriter: Victoria Fallon

Client: One-2-One

Product: Mobile phone services



In the competitive mobile telephony market, the Mercury One-2-One brand

required a solution that harnessed the full potential of the

organisation.



The idea of ’who would you most like to have a One-2-One with?’ fitted

in with the phrase ’having a one to one’ - an intimate conversation. But

the brand lacked stature, so the agency focused on famous people.



Bronze

Winner: Madame Tussaud’s

Agency: J. Walter Thompson

Planner: Ian Leslie

Creative Director: Jaspar Shelbourne

Art Director: Paul White

Copywriter: Trevor De Silva

Client and Product: Madame Tussaud’s



The planning insight was that the Madame Tussaud’s experience is not

about the realism of the exhibits themselves but more about the way

people interact with the exhibits and the enjoyment this sparks.



Commendation

Winner: Ryvita

Agency: Ogilvy & Mather

Planner: Miranda Ross

Creative Director: Patrick Collister

Art Director: Stuart Gill

Copywriter: Di Lowe

Client: The Ryvita Company

Product: Ryvita



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