Gold
Winner: Electrolux
Agency: Bartle Bogle Hegarty
Planner: Nick Barham
Creative Director: John Hegarty
Art Director: Steve Hudson
Copywriter: Victoria Fallon
Client: Electrolux
Product: Airclean
This campaign helped Electrolux position a vacuum cleaner on a health
platform. Research showed people disliked vacuuming and tended not to be
interested in manufacturers or ads.The planning proposal suggested
producing an ad about why you need to vacuum.
Silver
Winner: Wrangler
Agency: Abbott Mead Vickers BBDO
Planner: Richard Huntingdon
Creative Director: Peter Souter
Art Director: John Gorse
Copywriter: Nick Worthington
Client: VF Corporation
Product: Wrangler Jeans
Wrangler’s decision to adopt an ’authentic Western Jeans’ positioning
was important to the brand’s strategy. But no-one had been successful in
making it relevant for European buyers.The agency discovered rodeo was
the brand’s core truth. The ads feature rodeo as the ultimate of extreme
sports, distanced from the Western cliche but still delivering the
authentic Western jeans positioning.
Bronze
Winner: Harley-Davidson
Agency: Partners BDDH
Planner: Russell Lidstone
Creative Directors: John Dean, Simon Green
Art Director: Gary Robinson
Copywriter: Owen Lee
Client: Harley-Davidson Europe
Product: European brand campaign
Despite being one of the world’s top brands, Harley-Davidson was
fighting off numerous ’me too’ products in a competitive European
market. Partners BDDH capitalised on the aspirational value of the brand
for its campaign.
Commendation
Winner: Always
Agency: DMB&B
Planner: Liesa Bruce
Creative Director: Jeremy Pemberton
Art Directors: Suzi Warren, Georg Thesman
Copywriters: Tim Langford, Dave Burn
Client: Procter & Gamble
Product: Always
