CAMPAIGN DIRECT AWARDS 2003: Best Use of Direct Mail to Consumers (Low Volume)

COMMENDATION Title: The Omo Project Agency: TBWA\GGT Creative director: Nick Moore Art director: Andrew Pogson Copywriter: Rob Steeles Senior account director: Fiona MacArthur Client: Unicef UK Head of national fundraising: Fiona Hesselden

Unicef needed £239,125 to install 90 new hand pumps in Ethiopia to ensure clean, safe water. The mailing was made to look like the field notes of Unicef's hydrologist, reflecting his passion and enthusiasm. The mailout was so successful it made £543,229, so Unicef could install a further 100 pumps.

COMMENDATION

Title: Ogilvy 360-degree Graduate Recruitment

Agency: Watershed

Creative director: Dennis Lewis

Art directors: Steve O'Leary, Chris Priest, Steve Davies, Sid Tomkins

Copywriter: Vicki Maguire

Account director: Henry Debenham

Client: Ogilvy

Head of traffic: Robin Fish

Ogilvy rethought its approach to graduate recruitment by producing a vibrant, inspiring brochure to attract students with a passion for big ideas. The result was a 15 per cent increase in applications from diverse disciplines and an increase in graduate intake from seven to 13.