Campaign Direct Awards 2007: Best Use of Press

Project: Pop-Up Tents
Agency: Miles Calcraft Briginshaw Duffy
Creative directors: Paul Briginshaw, Malcolm Duffy
Art director: Dave Hobbs
Copywriter: Richard Stoney
Account director: Ben Armistead
Client: Blacks Leisure Group/Millets

Millets has the biggest selection of tents of any high-street retailer, and it wanted a campaign to demonstrate this in order to encourage people who were thinking of a camping holiday to visit a Millets store. Miles Calcraft Briginshaw Duffy wanted to create something that went beyond the simple message of "we've got a lot of tents", and that would help position the Millets brand as fun and interesting. It came up with the pop-up tent insert: an insert that, when opened, self-erects into a tent before the recipient's eyes. It also carried further details of the tents.

Research has shown that the tent range is one of the key reasons that people have for visiting Millets stores.

Also won Best Use of Inserts.