Campaign Media Awards 2006: Best Travel and Leisure Campaign

WINNER
Title: Puma V Boot
Media agency: ZenithOptimedia
Media director: David Grainger
Account director/media planner: Jenny Davidson
Creative agency: Jack Liberties
Client: ZenithOptimedia
Brand/product: Puma V Boot
Marketing director: David Learmonth

Sportswear companies spend millions of pounds marketing to couch potatoes rather than actual boot buyers at every football tournament. ZenithOptimedia's idea was to "ban" the Puma V Boot from amateur football by sticking fake speed signs banning the boot at parks and local league football pitches. This created instant cachet for the brand and boosted Puma's first-quarter footwear sales by 30 per cent year on year.

COMMENDATION
Title: Nike Joga Bonito
Media agency: MindShare
Managing partner: Nick Ashley
Business director: David Wilding
Creative agency: Wieden & Kennedy
Account director: Julian Cheevers
Account planner: Matt Boffey
Client: Nike
Brand/product: Joga Bonito
Head of brand communications: Ben Moore
Media/brand manager: Ed Collin

The essence of Nike's marketing campaign Joga Bonito can be found in the name, Portugese for "beautiful game". MindShare went for a high-impact strategy among a core group of "football-crazy kids", which included a recorded Wayne Rooney voicemail, a bus touring teenage hotspots and a partnership with Sky.Some 85 per cent of both 14- to 19-year-olds and 20- to 34-year-olds exposed to the campaign agree with the statement: "Nike believes in beautiful football."