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



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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