THE APG CREATIVE PLANNING AWARDS 1999: Public Service/Charity/Government Campaign - Sponsored by COI

GOLD
Title: Reading/DfEE
Agency: D’Arcy
Author: Charlie Snow
Creative Director: Nick Hastings
Art Director: Carl Le Blond
Copywriter: Richard Russell
Client: DfEE, COI
Product: Reading and Literacy

GOLD

Title: Reading/DfEE

Agency: D’Arcy

Author: Charlie Snow

Creative Director: Nick Hastings

Art Director: Carl Le Blond

Copywriter: Richard Russell

Client: DfEE, COI

Product: Reading and Literacy



With two out of five children in England unable to read English to the

required standard, research discovered that parents found the book at

bedtime routine a chore. Planning was responsible for identifying the

lateral thinking at the heart of the creative solution: to think of

reading as more than just the book at bedtime: ie recipes, football

programmes, road signs, instructions for toys.



GOLD

Title: Anti-Smoking/HEA

Agency: Abbott Mead Vickers BBDO

Author: Kara Miller

Creative Director: Peter Souter

Art Director: Damon Collins

Copywriter: Mary Wear

Client: Health Education Authority

Product: Anti-smoking



To get young female smokers to quit, an immediate and relevant motive

was needed. The planning process discovered new facts about the effects

of smoking on a young smoker’s skin. The judges admired the

indefatigable performance of planning in this case: ’method planning’

(observation, cultural detective work and more formal research

approaches) helped redefine advertising’s role as fact-finder for the

creatives.



COMMENDATION

Title: The Samaritans

Agency: Ogilvy & Mather

Author: Elaine Pettifer

Creative Director: Marcus Vinton

Art Directors: Marcus Vinton, Karl Sanderson, Matt Doman, Dom Sweeney

Copywriters: Daniel Headey, Ian Heartfield, Alun Howell, Alex Derwin

Client: The Samaritans

Product: The Samaritans


COMMENDATION

Title: Disabilty/DfEE

Agency: D’Arcy

Authors: John Poorta, Dorothea Gartland

Creative Director: Nick Hastings

Art Director: Phil Chitty

Copywriter: Roger Holdsworth

Client: DfEE

Product: Disability discrimination