GOLD
Title: COI Police
Agency: M&C Saatchi
Author: Richard Storey
Creative Director: Simon Dicketts
Art Director: Fergus Flemming
Copywriter: Simon Dicketts
Client: Home Office/COI Communications
Product: National Police Recruitment
The planner's contribution in this campaign came down to one conclusion:
"I certainly couldn't be a police officer, but respect is due to anyone
who could." Planning identified the respect element; who could resist
respecting someone whose everyday work could include treating a
suspected rapist as innocent until proven otherwise?
SILVER
Title: Labour Party
Agency: TBWA/London
Author: Rob Alexander
Creative Director: Trevor Beattie
Art Director: Graham Cappi
Copywriter: Alan Moseley
Client: Labour Party
Product: Labour Party
Planning's key insight here was to communicate to the people who voted
for New Labour in the last election the achievements of that Government
and to present them as if they were their achievements. In this way, the
voters felt like they had contributed to changing Britain for the
better.
SILVER
Title: NSPCC
Agency: Saatchi & Saatchi
Author: Jane Almeny
Creative Director: Dave Droga
Art Director (TV): Brian Connolly
Copywriter (TV): Paul Domenet
Art Director (Poster): Anthony Nelson
Copywriter (Poster): Mike Sutherland
Client: NSPCC
Product: Full Stop campaign
The key thing with the next phase of the Full Stop campaign was to speak
their language to help stamp out child cruelty. Planning focused on the
reality of being a parent and how it can take most people to an
emotional and physical edge.
BRONZE
Title: Department of Health - Nurses Recruitment
Agency: D'Arcy
Author: Ali Bucknall
Creative Director: Nick Hastings
Art Director: Simon Impey
Copywriter: Jon Daniel
Client: COI Communications/Department of Health
Product: Nurses Recruitment
As it is difficult to attract people to a career that is badly paid and
low status. Advertising needed to establish a new reason beyond the
traditional "vocation calling" ads. By harnessing the idea of
"teamwork", advertising was inspired to dramatise the crucial role of
each and every member of a nursing team.
