THE APG CREATIVE PLANNING AWARDS 2001: Special Award - Sponsored by IPA - Best Contribution to Media Thinking

GOLD

Title: Holsten Pils

Agency: TBWA/London

Author: Andy Lear

Creative Director: Trevor Beattie

Art Director: Brian Campbell

Copywriter: Ben Priest

Client: Holsten UK

Product: Holsten Pils

Media was as important as creative in this campaign, and there was as

much excitement about it from a media perspective as from a creative

one. "Comparison" became the media property for this campaign as Pils

became linked to existing conversations. Every time men had

conversations that compared things, they'd be reinforcing the Pils

message. TV was still needed, but it focused on establishing the

message, then withdrawing it and moving to unconventional media.

Recruiting men as mouthpieces became the media strategy.