THE APG CREATIVE PLANNING AWARDS 1999: New Broadcast Campaign - Sponsored by Wendy Braverman Associates

GOLD
Title: Ford Transit
Agency: Ogilvy & Mather
Author: Peter Le Boutillier
Creative Director: John Kelley
Art Director: Steve Shotton
Copywriter: Sebastian Royce
Client: Ford
Product: Ford Transit

GOLD

Title: Ford Transit

Agency: Ogilvy & Mather

Author: Peter Le Boutillier

Creative Director: John Kelley

Art Director: Steve Shotton

Copywriter: Sebastian Royce

Client: Ford

Product: Ford Transit



Transit has a unique brand heritage, but it had come under attack from

strong German and other competition. Advertising was given the challenge

of rebuilding the emotional bond between the brand and its customers

prior to the launch of the new Transit. After getting to grips with the

British small businessman’s attitude to work and his van, and finding a

key insight - ’working class and proud of it’ - the Backbone of Britain

campaign gave British tradesmen a sense of pride at being white van

man.



The judges appreciated the classic deployment of planning skills to

identify and solve a difficult problem and provide a platform for

excellent creative in a neglected category.



SILVER

Title: British Gas

Agency: BMP DDB

Authors: Al Crawford, Diana Carr

Creative Director: Larry Barker

Art Director: Jerry Hollens

Copywriter: Mike Boles

Client: British Gas Trading

Product: Gas



British Gas was facing an almost impossible situation. On losing its

monopoly, it would be selling a commodity at a price disadvantage.



The judges were taken by the way planning defined the advertising task

(’a call to inaction’), the ’expertise through safety’ positioning, the

sensitive use of creative development research to redirect the creative

team and the efforts the planners went to to verify their hunch about

the revised creative direction.



BRONZE

Title: Jaffa Cakes

Agency: Publicis

Author: Becky Barry

Creative Director: Gerry Moira

Art Director: Keith Courtney

Copywriter: Rob Janowski

Client: McVitie’s

Product: Jaffa Cakes



The ’deliciously self-centred’ campaign was all about making Jaffa Cakes

relevant to adults as well as children. It was based on people’s

irrational love of Jaffa Cakes and how they would go to extraordinary

lengths to get them.



This case shows how a planner can never be satisfied in the efforts

he/she puts in to understand the heart of the brand. The combination of

innovative research techniques and imagination enabled the planner to

lead the creatives to a fresh and fertile area.



BRONZE

Title: Halfords

Agency: Abbott Mead Vickers BBDO

Author: Warwick Cairns

Creative Director: Peter Souter

Art Director: Tom Ewart

Copywriter: Antonia Clayton

Client: Halfords

Product: Bikes



After two bike ads based on extreme sports bombed in research, further

interrogation showed that people related to the specific experience of

falling off a bike. The final ads featuring bikes crashing won praise

from all sides. This is a good example of how planning can intervene on

behalf of creative work and go behind the apparent common sense of

research findings to liberate creative firepower.



COMMENDATION

Title: Scalextric

Agency: Lowe Howard-Spink

Authors: Guy Lambert, John Hadfield

Creative Director: Paul Weinberger

Art Director: Vince Squibb

Copywriter: Paul Silburn

Client: Hornby

Product: Scalextric


COMMENDATION

Title: Stork

Agency: Bartle Bogle Hegarty

Author: Dylan Williams

Creative Director: Bruce Crouch

Art Director: Kim Papworth

Copywriter: Tony Davidson

Client: Van Den Bergh

Product: Stork


COMMENDATION

Title: McCain Foods

Agency: D’Arcy

Authors: Charlie Snow, Vicki Cracknell

Creative Director: Nick Hastings

Art Directors: Dave Godfree, Neil Durber

Copywriters: Mark Waldon, Ben Hartman

Client: McCain Foods (GB)

Products: Oven Chips, Micro Chips, Home Fries, Pizza delivery



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