CAMPAIGN MEDIA AWARDS 2001: Best Use of Outdoor - The BlowUP Media UK Award - SuperNoodles Vindaloo

Batchelors' limited edition vindaloo-flavoured Super Noodles was

aiming to be as much a part of lad culture as page 3, fast cars and

football, so it had to adopt the toilet humour of its target

audience.



The result claimed to be the biggest integrated pub and student union

campaign ever implemented. Pub washrooms were turned into Vindaloo

"Blast Zones", complete with "emergency cooling instructions" on cubicle

doors with advice such as: "Spray affected posterior region with chilled

lager - preferably German or Austrian." Police-type tape was also stuck

onto cubicle doors with the warning: "Danger, ringburn in progress."

Other elements of the campaign included washroom posters advertising the

new "inflate-a-loo" and screaming installations from inside

cubicles.



WINNER

Title: SuperNoodles Vindaloo

Media Agency: Naked Communications

Media Director: John Harlow

Account Director/Media Planner: Pete Lien

Creative Agency: Mother

Account Director: Mother

Account Planner: Mother

Client: Batchelors

Brand/Product: SuperNoodles

Marketing Director: Richard Kingsbury

Relevant Media/Brand Manager: Roisin McCart