CAMPAIGN DIRECT AWARDS 2003: Best Art Direction

SILVER AWARD Title: Baby Agency: Different Creative directors: Mark Martin, Chris Rickaby Art directors: Ian Millen, Stewart Allan, Carlo Reale Copywriter: Chris Rickaby Account manager: Clare Hampton Client: Sunderland NHS Marketing manager: Christine Jordan

At least ten different ideas were tested in focus groups comprising "at risk" mothers throughout the North East, who were usually from low-income households. "Baby" was by far the most successful as nearly all the respondents preferred seeing some sort of child image used in the campaign. It also received strong support from the midwives working with the mothers.

COMMENDATION

Title: Sarah's Day Out Book

Agency: Saatchi & Saatchi

Creative directors: Dave Droga, Trefor Thomas

Art director: Ian Gabaldoni

Copywriter: Richard Baynham

Board account director: Norma Clarke

Account director: Stephen Corlett

Client: NSPCC

Client brand: Full Stop Campaign

Director of communications: John Grounds

Sarah's Day Out is a children's book for adults which depicts the escalation of physically punishing a child and shows the long-lasting emotional and physical effects. The communication needed to be simple, yet powerful and in a medium parents would be familiar with. A children's book gave the idea added poignancy.

COMMENDATION

Title: The Getaway A-Z

Agency: Claydon Heeley Jones Mason

Creative directors: Pete Harle, Dave Woods

Art director: Chris Felstead

Copywriter: Gary McNulty

Account manager: Phil Bell

Account director: Laith Clark

Client: Sony

Brand: PlayStation 2 - The Getaway

Marketing manager: Alan Duncan

This mailer promoted the release of a London-based gangster game, The Getaway. It generated excitement and can also be used to help players navigate their way around the game.