THE APG CREATIVE PLANNING AWARDS 1999: Refreshed Campaign - Sponsored by The Research Business International

GOLD
Title: Maltesers
Agency: D’Arcy
Author: Mo Fisher
Creative Director: Nick Hastings
Art Director: Steve Campbell
Copywriter: Trevor Webb
Client: Mars
Product: Maltesers

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



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