Gold
Winner: VW Passat
Agency: BMP DDB
Planner: Ivan Wicksteed
Creative Director: Tony Cox
Art Director: Richard Flintham
Copywriters: Andy McLeod, Nick Gill
Client: Volkswagen UK
Product: VW Passat
It was planning’s relentless interrogation of Passat’s designers that
uncovered their passions and eccentricities, and which encouraged the
creatives to produce this internationally admired campaign.
Through the ’obsession’ advertising, Passat has brought self-deprecating
German humour, German engineering and design values to the mass-market
business sector.
Thanks to BMP’s advertising, it is now seen as a premium quality company
car which competes with the likes of Audi and BMW on technical
excellence and desirability.
Silver
Winner: One-2-One
Agency: Bartle Bogle Hegarty
Planner: Heather Alderson
Creative Director: John Hegarty
Art Director: Steve Hudson
Copywriter: Victoria Fallon
Client: One-2-One
Product: Mobile phone services
In the competitive mobile telephony market, the Mercury One-2-One brand
required a solution that harnessed the full potential of the
organisation.
The idea of ’who would you most like to have a One-2-One with?’ fitted
in with the phrase ’having a one to one’ - an intimate conversation. But
the brand lacked stature, so the agency focused on famous people.
Bronze
Winner: Madame Tussaud’s
Agency: J. Walter Thompson
Planner: Ian Leslie
Creative Director: Jaspar Shelbourne
Art Director: Paul White
Copywriter: Trevor De Silva
Client and Product: Madame Tussaud’s
The planning insight was that the Madame Tussaud’s experience is not
about the realism of the exhibits themselves but more about the way
people interact with the exhibits and the enjoyment this sparks.
Commendation
Winner: Ryvita
Agency: Ogilvy & Mather
Planner: Miranda Ross
Creative Director: Patrick Collister
Art Director: Stuart Gill
Copywriter: Di Lowe
Client: The Ryvita Company
Product: Ryvita
