GOLD
Title: Revels
Agency: D'Arcy
Author: Robert Tansey
Creative Director: Nick Hastings
Art Director: David Chidlow
Copywriter: Matt Wheeler
Client: Mars
Product: Revels
Planning identified one key aspect of eating Revels: some flavours you
love, others you hate. So eating Revels is a risky business. This paved
the way for the creative team to mimic the most famous scene of The
Deerhunter with Revels roulette. Planning wanted to target young men and
did so through ads in the cinema, where 10 per cent of Revels are sold.
This also tapped into a strong nostalgic element that ran throughout the
campaign.
GOLD
Title: Heinz
Agency: Leo Burnett
Authors: Sharon Masnick, Mark Stockdale
Creative Directors: Nick Bell, Mark Tutssel
Art Director: Rob Neilson
Copywriter: Jack Stephens
Client: Heinz
Product: Heinz Salad Cream
Planning argued the case for ignoring Heinz's traditional consumers and
talking to early 20-somethings who eat dull food that salad cream could
transform. Instead of using conventional research methods, planning
researched the idea in the homes of the typical 20-something target
market to get disgusting stories of what depths 20-somethings will
plunge to when hungry. The ads showed people making disgusting things
edible - with the help of Heinz Salad Cream.
SILVER
Title: Skoda
Agency: Fallon
Author: David Hall
Creative Directors: Richard Flintham, Andy McLeod
Art Director: Richard Flintham
Copywriter: Andy McLeod
Client: Skoda UK
Product: Fabia
Planning helped come up with the idea that transformed the Skoda brand
by confronting the irrational prejudice it had always suffered. Planning
took a bold move in deciding to target those who were laughing at the
brand, not just those being laughed at.
SILVER
Title: Flowers & Plants Association
Agency: Fallon
Author: Nikki Crumpton
Creative Directors: Richard Flintham, Andy McLeod
Art Director: Richard Flintham
Copywriter: Andy McLeod
Client: Flowers & Plants Association
Product: Flowers & Plants Association
The brief was to stimulate demand for flowers and plants. Planning had
to move away from flowers being associated with occasions such as
birthdays, Mother's Day and Valentine's Day. Planning identified reasons
for buying flowers that weren't focused on an occasion, such as helping
concentration and relaxation.
HIGHLY COMMENDED
Title: Business Pages
Agency: Abbott Mead Vickers BBDO
Authors: Clare Roberts, Lucy Edge
Creative Director: Peter Souter
Art Director: Simon McQueen
Copywriter: Antonia Clayton
Client: Yell Ltd
Product: Business Pages
HIGHLY COMMENDED
Title: PG Tips
Agency: BMP DDB
Author: James Hillhouse
Creative Director: Larry Barker
Art Director: Paul Angus
Copywriter: Ted Heath
Client: Van den Bergh Foods
Product: PG Tips
HIGHLY COMMENDED
Title: Lynx
Agency: Bartle Bogle Hegarty
Author: Dan Goldstein
Creative Director: Rosie Arnold
Art Director: Tony Davidson
Copywriter: Kim Papworth
Client: Lever Faberge
Product: Lynx triple blade razor
