THE APG CREATIVE PLANNING AWARDS 1999: Multi-media Campaign - Sponsored by Wardle McLean Strategic Research & Consultancy

Title: Britvic Diet Tango
Agency: HHCL & Partners
Author: Richard Huntington
Project team: Gary Robinson, Owen Lee, Aoibhinn Finlay
Creative Director: Alan Young
Client: Britvic
Product: Diet Tango


Title: Britvic Diet Tango

Agency: HHCL & Partners

Author: Richard Huntington

Project team: Gary Robinson, Owen Lee, Aoibhinn Finlay

Creative Director: Alan Young

Client: Britvic

Product: Diet Tango

Diet Tango’s positioning demanded that the project team take Tango to

the diet sector rather than the other way around, which led to the idea

of Tango - the disruptive diet drink. The observation that people drink

diet drinks when they have been bad was put through the planning machine

and ’Tangoised’. It became: ’We will make people bad so that they have

to buy diet drinks.’ Ads appeared across TV, radio, poster and there was

also a promotional CD.

The judges valued the radical nature of the thinking in this case: the

series of intellectual ’flips’ enabled planning to provide an exciting

and fresh platform for creative.


Title: London Transport

Agency: BMP DDB

Authors: Jane Cunningham, Philippa Roberts

Creative Director: Tony Cox

Art Directors: Nick Gill, Richard Flintham

Copywriters: Ewan Patterson, Andy McLeod

Client: London Transport

Product: London Transport

Making London simple was the message behind the London Transport


The creative brief included that celebrated icon of simplification, the

Tube map, as part of the stimulus.

Planning made an admirable contribution to solving a difficult

advertising problem by combining astute traditional analysis with

lateral thinking and brand archaeology. It went on to provide the

substance of the unifying creative idea which operates across any number

of communications tasks.


Title: Mecca Bingo

Agency: WCRS

Author: Anna Hutson

Creative Director: Rooney Carruthers

Art Director: Ian Williamson

Copywriter: Jon Burley

Client: Mecca

Product: Mecca Bingo

Through listening very carefully to the blue collar women who play

Bingo, planning learned at the 11th hour that the brief for the creative

had misunderstood the audience’s relationship with the product and that

Bingo was for them a ’sport’, just as football is for others. This is a

great example of how planning needs to listen hard to consumers and

continuously question accepted wisdom. The planning gave the agency the

courage to admit mistakes and redirect the creative work. All the more

difficult in the charged atmosphere of a pitch.


Title: NME

Agency: Duckworth Finn Grubb Waters

Authors: Ben Gregor, Will Watt

Creative Directors: Paul Grubb, Dave Waters

Art Director: Tim Brown

Copywriter: Simon Riley

Client: IPC Magazines

Product: New Musical Express

Sales on NME, the weekly indie music newspaper, were in decline.

Research showed that that potential new readers weren’t interested

because they thought indie music was boring. The ad campaign set out to

show fans that the indie scene was buzzing.

This is a great example of what both rigour and vigour can do with a

small budget in a short space of time and no effort was spared in

providing the creatives with the means to solve the problem.


Title: Fiat Seicento

Agency: D’Arcy

Authors: Olly Taylor, Daniel Taylor

Creative Director: Nick Hastings

Art Director: Dave Godfree

Copywriter: Mark Waldon

Client: Fiat Auto UK

Product: Fiat Seicento

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content