Feature

Campaign Media Awards 2008: Best Fashion, Beauty and Healthcare Campaign

WINNER
Title: Aquafresh Kids
Media agency: MediaCom
Media director: Chris Binns
Media planner: Andy Niven
Creative agency: Turner
Creative directors: Adam Eagle, Gary Pope
Account planners: Adam Eagle, Gary Pope
Client: GSK
Brand: Aquafresh Kids Range
Marketing manager: Caroline Kalstromer
Media director: Andy Bolden

Parents with young children are only too familiar with the evening battle to get the kids to brush their teeth and go to bed. Aquafresh aimed to help deal with this nightmare by creating two new toothpastes for kids. To back this, MediaCom came up with the idea of the Nurdles, lovable cartoon characters that popped up in pre-bedtime media and turned tooth-brushing into fun, creating appointment-to-view advertising in the process. MediaCom teamed up with Turner to create the 90-second films to show on Cartoonito every night at 6.58pm. As a result, the Aquafresh brand has come alive for consumers, connecting with parents and kids. Research shows that the vast majority of growth in the kids toothpaste market over the past year has been driven by Aquafresh.

COMMENDATION
Title: London Marathon 2008
Media agency: Carat
Media director: Michael Rhodes
Media planner: Fraser McNeill
Creative agencies: Four23, Marvellous Mobile
Creative directors: Warren Bramley, Nick Fisher, Alex Mathews
Client: Adidas
Brand: Adidas Running
Marketing director: Barry Moore
Media/brand manager: Toby Glynn