THE APG CREATIVE PLANNING AWARDS 2001: Sponsored by The Nursery - Best Multi-Market Campaigns

GOLD

Title: Johnnie Walker

Agency: Bartle Bogle Hegarty

Author: Ben King, Dorothea Gartland

Creative Director: John O'Keeffe

Art Director: various

Copywriter: various

Client: Guinness UDV

Product: Johnnie Walker (range)

The challenge to Johnnie Walker was to make the whisky brand a global

icon again, which led planning to question exactly what a global icon

was and how they could convey it without being cliched. Rather than

concentrating on either Red Label or Black Label Johnnie Walker,

planning focused on the core emotional territory of progress, which soon

translated into the imperative "keep walking".

SILVER

Title: Always

Agency: D'Arcy

Author: Ali Bucknall

Creative Director: Nick Hastings

Art Director: Mim Sorrentino

Copywriter: Maddy Morris

Client: Procter & Gamble

Product: Always

Planning discovered that while product innovation drove the Always

brand, standout was needed in the brand's advertising to distinguish it

from other femcare brands. Planning tapped into P&G's unbeatable

knowledge of menstruation and paved the way for advertising to produce

category-challenging conventions.

BRONZE

Title: Monster.com

Agency: Saatchi & Saatchi

Author: Craig Mawdsley

Creative Director: Dave Droga

Art Director: Nik Studzinski

Copywriter: Gavin Kellett

Client: Monster.com

Product: Monster.com

Planning decided to forget it was talking about a dotcom with

monster.com, forcing the need to look at brand values and discover

insights to build trust in it. By not focusing on the internet benefits

of speed and ease, the advertising helped it to escape being a dotbomb.



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