THE APG CREATIVE PLANNING AWARDS 2001: Sponsored by Express Train - Best Campaigns for Established Product Brands

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