Gold
Winner: Club 18-30
Agency: Saatchi & Saatchi
Planners: Nicky Brugnola, James Griffiths
Creative Director: Adam Kean
Art Director: Dave Hillyard
Copywriter: Ed Robinson
Client: Flying Colours
Product: Club 18-30
The campaign’s proposition was ’people go on a Club 18-30 holiday to
have a wild time with people of the opposite sex.’ Saatchi & Saatchi
knew that, demographically, Club 18-30 had a ’tabloid’ profile.
The critical part of this brief was to tell the truth about the
brand.
The campaign achieved a 35 per cent sales growth.
Silver
Winner: Royal Mail
Agency: Bates Dorland
Planner: Sally Fisher
Executive Creative Director: Tim Ashton
Art Director: Al Morrice
Copywriter: Paul Diver
Client: Royal Mail
Product: Social Mail Stimulation
Cheaper phone calls, plus the growing penetration of mobile phones,
faxes and e-mails, means that people communicate more in transmitted
form rather than using the mail.
So Royal Mail’s share required protection. The advertising aimed to
educate people to be as spontaneous and individual in using mail as they
are on the phone.
Bronze
Winner: Olivio
Agency: Bartle Bogle Hegarty
Planner: Dylan Williams
Creative Directors: Bruce Crouch, Graham Watson
Art Directors: Andy Smart, Graham Watson
Copywriters: Roger Beckett, Bruce Crouch
Client: Van den Bergh Foods
Product: Olivio
For Olivio, the challenge was to find a way of invigorating the brand
but to avoid cannibalising Flora, Van den Bergh’s volume seller.The
brand’s use of olive oil as the key ingredient formed the basis of the
advertising proposition, ’Eating Olivio as part of an olive-rich
Mediterranean-style diet could help you enjoy a longer life.’
Commendation
Winner: Littlewoods
Agency: DMB&B
Planner: Charlie Snow
Creative Director: Roger Holdsworth
Art Director: Andy Amadeo
Copywriter: Mick Mahoney
Client: Littlewoods Leisure
Product: Littlewoods Pools
