THE APG CREATIVE PLANNING AWARDS 1997: REFRESHED CAMPAIGN

Gold
Winner: Impulse
Agency: Ogilvy & Mather
Planner: Jason Chebib
Creative Director: Christian Monge
Art Director: Christian Cotterill
Copywriter: Justin Hooper
Client: Elida Faberge
Product: Impulse

Gold

Winner: Impulse

Agency: Ogilvy & Mather

Planner: Jason Chebib

Creative Director: Christian Monge

Art Director: Christian Cotterill

Copywriter: Justin Hooper

Client: Elida Faberge

Product: Impulse



In 1996 Impulse was coping with the pressures that stemmed from being a

70s brand in a 90s world. Although nine of the top ten bodysprays bought

in the UK were Impulse, more than one in two girls aged 16-24 claimed

they would be unhappy to be seen using the product. ’Artschool’

performed outstandingly in qualitative research and received gratifying

response.



It had an implicit understanding of the target audience’s attitudes and

lifestyles; it



created vital complicity between the brand and the audience and it

offered a massive identification with its heroine, boosting brand

credibility, likeability and ’for me’ quotient.



Silver

Winner: Umbro

Agency: DMB&B

Planner: John Poorta

Creative Director: Jeremy Pemberton

Art Director: Dave Godfree

Copywriter: Nick Hastings

Client: Umbro International

Product: Umbro brand



DMB&B’s 1993 advertising strategy of positioning Umbro as the brand that

is as passionate as fans are about football was becoming

overshadowed.



As the sport became more high-profile in the early 90s, the big sports

brands - such as Adidas, Nike and Reebok - produced ads that promoted

the glory, spectacle and excitement of the game. DMB&B decided it was

time to change its strategy in favour of a campaign that focused on the

obsession of football fans.



Planning’s contribution to amending Umbro’s original campaign was

pivotal.



It resisted the temptation to use Umbro’s association with star teams

and players, instead seeing the potential in the brand to position

itself as dedicated to football. Most importantly, planning then went on

to define true dedication as something that comes through suffering

defeat, disappointment and despair.



Commendation

Winner: Orange

Agency: WCRS

Planner: Dan Izbicki

Creative Directors: Larry Barker, Rooney Carruthers

Art Director: John Selby

Copywriter: Steve Little

Client: Orange

Product: Orange

Commendation

Winner: Volkswagen ’affordability’

Agency: BMP DDB

Creative Director: Tony Cox

Art Director: Andrew Fraser

Copywriter: Andrew Fraser

Client Company: Volkswagen UK

Product: Affordability campaign



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