WINNER Project: CSI: New York Agency: 20:20 London Creative director: Peter Riley Art directors: Dean Woodhouse, Hugo Bierschenk Copywriter: Peter Riley Client: five
CSI: New York is the grittier brother of the TV drama CSI. Five wanted to attract as big an audience as possible.
20:20 decided the best approach was to fool consumers into thinking they would become the next victim of the "Carbon Copy Killer".
A dossier, purportedly from CSI, was sent to consumers. It explained that the killer only murdered people with one name - that of the recipient. It added that he e-mailed his victims before striking. An e-mail then arrived giving the launch date of CSI: New York.
The campaign attracted one million extra viewers and generated widespread media coverage.
Also won: Best Media and Entertainment Campaign
Also commended: Best Use of Digital Media
COMMENDATION Project: Socks Agency: Craik Jones Watson Mitchell Voelkel Creative director: Rebecca Rae Art director: Olu Falola Copywriter: Rebecca Rae Account director: Annabel Wright Client: First Direct Head of direct marketing: Liz Carnithers Also won: Best Financial, Corporate and Utilities Campaign Also commended: Best Use of Copy