GOLD
Title: Maltesers
Agency: D’Arcy
Author: Mo Fisher
Creative Director: Nick Hastings
Art Director: Steve Campbell
Copywriter: Trevor Webb
Client: Mars
Product: Maltesers
Maltesers had been given a straitjacket with its rational less-filling,
less-fattening claim. The new advertising message is based on its
light-hearted and bubbly personality.
This is a textbook case of how planning can drive the evolution of a
long-standing campaign for a mature brand. Planning helped make the case
for change and identified the play value of the cute little balls which
gives rise to the unique personality at the heart of the creative
work.
BRONZE
Title: British Airways
Agency: M&C Saatchi
Author: Rebecca Munds
Creative Director: Simon Dicketts
Art Director: Malcolm Poynton
Copywriter: Paul Hodgkinson
Client: British Airways
Product: British Airways
In 1998 the airline faced its toughest challenge since privatisation: to
restore pride in Britain’s national carrier. The work took a fresh look
at the claim that it carries more international passengers, reframing it
to talk about specific numbers of overseas passengers choosing BA over
their own national carrier. This is a good example of how planning’s
contribution can often lie in working out how to redefine the core truth
about the brand so that creatives can find a way to re-express it.
COMMENDATION
Title: Foster’s
Agency: M&C Saatchi
Author: David Cobban
Creative Director: James Lowther
Art Director: Steve Paskin
Copywriter: Sue Higgs
Client: Scottish Courage
Product: Foster’s lager
COMMENDATION
Title: Whiskas
Agency: M&C Saatchi
Author: Amelia Hibbs
Creative Director: Simon Dicketts
Art Directors: Carlos Anuncibay, Max Landrik
Copywriter: Tim Harris
Client: Pedigree
Product: Whiskas
