CAMPAIGN MEDIA AWARDS 1998: The Channel 4 Award - Best Use of Television and/or Cinema - Brita



The first national TV campaign for Brita water filters needed to reach

the UK housewife, who already views 12 hours of ads a month on


Media buying was influenced by focus groups which identified moments

when the audience was either gasping for a cuppa but unwilling to leave

the TV, or poised to get up to make a cup. Ads were placed in centre

breaks of certain programmes and then end breaks. An econometric model

was designed so that local stockists could prepare for any increase in



The world’s second-largest stock market launched in the UK using TV

only, focusing on just three regions and two programme types plus News

at Ten, with topping and tailing, to reach a discerning audience.


The campaign, designed to rejuvenate the brand, ran in a number of

countries at those moments before young people go out - primarily

towards the weekend and in the early evening.


Title: Brita, doubling sales

Media Agency: The Media Business Group

Media Director: Sue Unerman

Media Group Manager: Sabin Brooks

Creative Agency: Da Costa & Co

Creative Director: Nick Da Costa

Account Director: Nick Sennett

Account Planner: Nick Hudson

Client: Brita Water Filters UK

Product: Brita jug water filters

Marketing Director: Anna Gilbert

Media/Brand Manager: Jo Spencer


Title: Nasdaq

Media Agency: Mediapolis

Managing Partner: Russell Boyman

Account Director/Media Planner: Martyn Rees, Chris Eagle

Creative Agencies: MVBMS Euro RSCG (New York)/Euro RSCG Wnek Gosper

Creative Directors: Jim Durfee (MVBMS Euro RSCG), Mark Wnek (Euro RSCG

Wnek Gosper)

Account Director: Larry Dexheimer

Account Manager: Spencer Osborn

Client: Nasdaq UK

Brand: Nasdaq Stock Exchange

Marketing Director: Maggie Kelly

Media/Brand Manager: Judith Lacey


Title: Polaroid, live for the moment

Media Agency: Motive Communications

Media Director: Iain Jacob

International Media Manager: Xuan Le

Creative Agency: Bartle Bogle Hegarty

Creative Director: John Hegarty

Account Director: Ali Diamond

Account Planner: Karen Hand

Client: Polaroid

Product: Polaroid film and cameras

Marketing Director, Europe: Peter Brown.

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