THE APG CREATIVE PLANNING AWARDS 1999: New Print Campaign - Sponsored by Davies Riley-Smith Maclay

GOLD
Title: Vauxhall Fleet
Agency: Lowe Howard-Spink
Authors: Joanna Bamford, Nikki Sherrard
Creative Director: Charles Inge
Art Director: Brian Campbell
Copywriter: Ben Priest
Client: Vauxhall Motors
Product: Fleet cars

GOLD

Title: Vauxhall Fleet

Agency: Lowe Howard-Spink

Authors: Joanna Bamford, Nikki Sherrard

Creative Director: Charles Inge

Art Director: Brian Campbell

Copywriter: Ben Priest

Client: Vauxhall Motors

Product: Fleet cars



Fleet advertising is a creative graveyard and fleet managers are only

interested in the bottom line. Well, no, actually. Like any other

consumer, they respond better to advertising which engages them.



Both client and creative were forced by planning to rethink their

assumptions and the client was encouraged to reframe its fleet marketing

agenda.



SILVER

Title: Sony Stamina batteries

Agency: BMP DDB

Authors: Jane Cunningham, Harriet Frost

Creative Director: Tony Cox

Art Director: Richard Flintham

Copywriter: Andy McLeod

Client: Sony

Product: Stamina Batteries



The longer-lasting battery message was boring, but people can enjoy a

longer battery-powered experience.



This is an example of how strong planning thinking can not only clear

the ground for creative teams to work, but inspire creatives in the way

a brief is expressed.



BRONZE

Title: Nando’s

Agency: Fallon McElligott

Author: Nikki Crumpton

Creative Directors: Richard Flintham, Andy McLeod

Art Director: Andy Jex

Copywriter: Rob Potts

Client: Nando’s

Product: Nando’s Chickenland



With a brief to launch a new brand on a small budget, the answer was

irreverent ads which focused on what Nando’s did to make the chicken

taste so good.



This entry raises issues such as how planning needs to think through

creative use of a brief and how it needs to consider tone of voice.



COMMENDATION

Title: Asahi

Agency: WCRS

Author: Andy Edwards

Creative Director: Rooney Carruthers

Art Director: Stuart Farquar

Copywriter: Rob Clayman

Client: Bass Brewers

Product: Asahi



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