The campaign invited people to live with the Skoda badge for a while and, when they felt comfortable with it, to test-drive the rest of the car. The agency won best use of direct mail to consumers (high volume) for the badge campaign as well as best use of mixed media for "It's a Skoda, honest".
Partners Andrews Aldridge was the Direct Agency of the Year and won two silvers for its "milk bottle" activity for Co-Op Associated Creameries, best use of direct mail for consumers (low volume) and best use of outdoor. Lowe Live won best international campaign for "pin mailing" for Saab and TBWA\GGT Direct won best use of art direction for "Unicef autumn leaves".
The chairman of the judges, John Townshend, the creative director at Rapier, said: "For some companies, communications are their only shop window. In that game, your killer edge is the idea. Campaign Direct is about that killer edge -- creativity."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.