GOLD
Title: Holocaust
Agency: Delaney Lund Knox Warren & Partners
Author: Richard Warren
Creative Directors: Gary Betts, Malcolm Green
Copywriter: Malcolm Green
Client: Imperial War Museum
Product: Holocaust Exhibition
Delicate and sensitive planning was at the heart of this campaign, which
was geared towards getting people to go the Holocaust exhibition without
being seen to be "marketing the Holocaust". Planning provided a solid
structure for the advertising and helped to stimulate responsible debate
about the Holocaust. Planning got to a powerful core thought: the
Holocaust was a phenomenal human achievement as well as an horrific
human atrocity.
SILVER
Title: Paddy Power
Agency: Bartle Bogle Hegarty
Authors: Jonathan Shaw, Dylan Williams
Creative Director: Russell Ramsey
Art Director: Rik Brown
Copywriter: Jon Fox
Client: Paddy Power
Product: Online Betting
Paddy Power is Ireland's biggest bookmaker. It wanted to launch as a
dotcom in the UK and wanted to be seen as fun, not "oirish". Paddy
Power's online customer base increased by 116 per cent, so what
contribution did planning make? Planning foresight identified future
evolutions in the market and led to a redefinition of betting's benefit
from rational cash to emotional fun.
BRONZE
Title: Beat 106FM
Agency: The Leith Agency
Author: David Amers
Creative Director: Gerry Farrell
Copywriter: Gareth Howells
Client: Beat 106 Product: Radio
Planning decided to veer away from ads that communicated Beat 106's
dedicated music policy to focus on a more inspired view of the station,
which rejected the idea of radio as background music. The concept paid
off: Beat 106 grew its audience and exceeded its initial target of 9 per
cent weekly reach of all adults in the first year of operation by
reaching 13 per cent in the first quarter.
HIGHLY COMMENDED
Title: VW Beetle
Agency: BMP DDB
Author: Matt Willifer
Creative Directors: Dave Buchanan, Mike Hannett
Copywriter: Adam Tucker
Client: Volkswagen UK Product: New Beetle
