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
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