CAMPAIGN DIRECT AWARDS 1999: Campaign Gold Award - Best Overall Execution

GOLD AWARD

GOLD AWARD



Title: Van



Agency: FCA!



Client: Gillian Berntsen, UK marketing manager, Wales Tourist Board



Creative Directors: Ian



Harding, Shaun McIlrath



Art Director: Justin Tindall



Copywriter: Adam Tucker



Agency Manager: Verity Williams



To encourage consumers to consider Wales as an ideal destination for

getting away from it all, the whole campaign contrasted the hustle and

bustle of city life with the tranquility of Wales. Rather than stopping

at TV, press and poster advertising, FCA! targeted city dwellers at

their most vulnerable by parading a dirty, hand-graffitied van under

their noses while they were in traffic. Even without displaying the

images present in the rest of the campaign - empty beaches and

picturesque mountains - the message, ’Wales. Two hours and a million

miles away’, hit drivers and pedestrians right between the eyes.



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