THE APG CREATIVE PLANNING AWARDS 1997: Special Awards - Most Innovative Use of Research

Gold
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

Gold

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



Madame Tussaud’s is, on the face of it, an odd institution. In an age of

TV, cinema, computer games and virtual reality, visitors still flock to

a collection of waxwork figures with barely a microchip between

them.



Madame Tussaud’s is London’s most popular paid-for attraction, drawing

2.7 million people every year from all over the world - but the numbers

of domestic visitors was in decline.



J. Walter Thompson opted to create a campaign designed to change

perceptions of the attraction among the domestic audience. The team

realised that simply showing wax figures, no matter how contemporary,

only confirmed the prejudices of the target market. The creative

solution was to use candles to represent the famous and irreverently

reflect a characteristic of each waxwork.The post-airing research-brief

states that ’the campaign has breathed new life into MadameTussaud’s’.



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