CAMPAIGN DIRECT AWARDS 2001: Best Use of Television/Cinema


Title: Old MacDonald

Agency: TBWA/GGT Direct

Creative Director: Peter Herd

Art Director: Claus Larson

Copywriter: Jim Thomas

Account Managers: Rory Gordon, Vanessa Gibbin

Client Company: The Children's Country Holiday Fund

Marketing And Fundraising Manager: Susie Norbury

The fund provides holidays for city-based children in need and relies

entirely on donations. Using a rewrite of the familiar nursery song Old

MacDonald, but with a bleak tone, TBWA/GGT Direct produced a compelling

ad. It was shot for just pounds 10,000 and Sky provided 70 slots for

only pounds 5,000. And it got the phones ringing.


Title: Worldly Pleasures

Agency: Archibald Ingall Stretton

Creative Directors: Steve Stretton, Matt Morley-Brown

Art Director: Steve Stretton

Copywriter: Matt Morley-Brown

Account Manager: Matthew North

Client Company: Virgin Net

Marketing Director: Jo Peat

Designed to get people to identify the Virgin Net website as the leading

online entertainment and leisure guide, the creative work included a

strong call to action and the TV advertising led to a doubling of

traffic on the site, with monthly unique user figures reaching 1.5

million. Independent research showed twice as many visitors as the

nearest rival in November 2000.