Gold
Winner: Impulse
Agency: Ogilvy & Mather
Planner: Jason Chebib
Creative Director: Christian Monge
Art Director: Christian Cotterill
Copywriter: Justin Hooper
Client: Elida Faberge
Product: Impulse
In 1996 Impulse was coping with the pressures that stemmed from being a
70s brand in a 90s world. Although nine of the top ten bodysprays bought
in the UK were Impulse, more than one in two girls aged 16-24 claimed
they would be unhappy to be seen using the product. ’Artschool’
performed outstandingly in qualitative research and received gratifying
response.
It had an implicit understanding of the target audience’s attitudes and
lifestyles; it
created vital complicity between the brand and the audience and it
offered a massive identification with its heroine, boosting brand
credibility, likeability and ’for me’ quotient.
Silver
Winner: Umbro
Agency: DMB&B
Planner: John Poorta
Creative Director: Jeremy Pemberton
Art Director: Dave Godfree
Copywriter: Nick Hastings
Client: Umbro International
Product: Umbro brand
DMB&B’s 1993 advertising strategy of positioning Umbro as the brand that
is as passionate as fans are about football was becoming
overshadowed.
As the sport became more high-profile in the early 90s, the big sports
brands - such as Adidas, Nike and Reebok - produced ads that promoted
the glory, spectacle and excitement of the game. DMB&B decided it was
time to change its strategy in favour of a campaign that focused on the
obsession of football fans.
Planning’s contribution to amending Umbro’s original campaign was
pivotal.
It resisted the temptation to use Umbro’s association with star teams
and players, instead seeing the potential in the brand to position
itself as dedicated to football. Most importantly, planning then went on
to define true dedication as something that comes through suffering
defeat, disappointment and despair.
Commendation
Winner: Orange
Agency: WCRS
Planner: Dan Izbicki
Creative Directors: Larry Barker, Rooney Carruthers
Art Director: John Selby
Copywriter: Steve Little
Client: Orange
Product: Orange
Commendation
Winner: Volkswagen ’affordability’
Agency: BMP DDB
Creative Director: Tony Cox
Art Director: Andrew Fraser
Copywriter: Andrew Fraser
Client Company: Volkswagen UK
Product: Affordability campaign
