Campaign Direct Awards 2007: Best Use of Copy

Project: Gordon's Little Book Of Modern Manners
Agency: Craik Jones Watson Mitchell Voelkel
Creative director: Rebecca Rae
Art director: Peter Vincent
Copywriter: Rebecca Rae
Account director: Matt Brown
Client: Diageo/Gordon's

The venerable gin brand Gordon's is constantly fighting for market share against cheaper own-label gins. It decided to reposition its brand to associate Gordon's with the pleasure of doing things properly.

Craik Jones created a mailer that targeted an older, wiser market, based on research showing that regular gin drinkers hate to get it wrong when they are entertaining friends. It created Gordon's Little Book Of Modern Manners, not as a definitive book on etiquette, but as a series of witty observations on entertaining for people who like to do things properly.

Research following up the campaign showed that 88 per cent of recipients remembered the mailing and two-thirds used the tips.

Project: Compliments
Agency: Craik Jones Watson Mitchell Voelkel
Creative director: Mark Buckingham
Art director: Mark Buckingham
Copywriter: Mandy Wiemers
Account director: Louise MacLean
Client: Virgin Trains

Craik Jones has scored double honours in the Best Use of Copy category, with its mailer to travel agents on behalf of Virgin Trains. It created three "thank you" letters, allegedly written by customers, thanking the travel agents for recommending Virgin First Class. Each letter used different stationery, and a different tone to reflect the nature of the sender: a flamboyant designer, a no-nonsense businessman and a posh solicitor. It also included a free first-class ticket offer, which was taken up by a large number of recipients.