Campaign Media Awards 2005: Best Alcoholic Drinks Campaign

WINNER Title: Johnnie Walker Media agency: Starcom Media director: Caroline Devys Account director/media planner: Victoria Medley Creative agency: Bartle Bogle Hegarty Creative director: John Hegarty Account director: Richard Lawson Account planner: Orlando Hooper-Greenhill Client: Peter Dee Brand/product: Johnnie Walker Blue Label Marketing director: Peter Dee

At £150 a bottle, Starcom's strategy focused on getting Johnnie Walker into the hands of the powerful and discerning business man. The whiskey brand secured a presence at events identified as "prestigious drinking occasions" such as The Economist Global Agenda and Business Week CEO Forum.

Following the campaign, sales of Johnnie Walker outstripped objectives by a whopping 44 per cent.

Commendation Title: Fallen Vodka Launch Media agency: Naked Inside Media director: Paddy Adams Account director/media planner: Charley Massey Client: Glen Morangie Brand/product: Fallen Vodka

Fallen is a new entry into the crowded vodka market. With a budget of just £100,000, the focus of the strategy was to create intrigue surrounding the brand. Naked Inside identified core drinking venues, and patches, stickers, broken-puzzles and pencil cases appeared in bars and pubs, while outdoor activity broadened the scale of the campaign. Fallen exceeded sales targets by 35 per cent as a result.

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