Ditch the Bitch! All Men Are Bastards!
With a £5,000 media budget, Brookman Solicitors approached Joslin
Shaw and sister organisation, SHAW PR, to devise a high-profile campaign
targeting high net worth individuals suffering marital breakdown. The
medium was washrooms, targeting men and women suffering marital
break-ups drowning their sorrows. Alcohol ends more marriages than
infidelity and, by using washrooms, they could be gender-specific in
their message. As the legal profession has traditionally ignored
washroom media, the intention was to achieve great stand-out. It
appeared to work: within two days, the first of many new clients called
Brookman from the lavatory of a City pub. What's more, Brookman's new
business enquiries increased by more than 50 per cent.
Better Reception
It was claws out in Soho earlier on in the year when Saatchi & Saatchi
London innocently started work on its new reception area in January
2001.
A white hoarding shielded the work from the public on which Saatchi &
Saatchi wrote: BILL POSTERS WILL NOT BE PROSECUTED.
TBWA/London, Saatchi & Saatchi's neighbour, leapt into action.
Overnight, the agency penned an ad and a poster featuring a giant red
arrow pointing to TBWA.
The next morning, Saatchi employees and clients arrived at their agency
to be greeted by the slogan adorning the arrow: YOU'LL GET A BETTER
RECEPTION AT TBWA.
WINNER
Title: Ditch the Bitch
Client: Brookman Solicitors
Media Agency: Joslin Shaw
Media Director: George Shaw
Creative Director: Peter Costello
Account Director/Media Planner: Susannah Kirby-Green
Relevant media or Brand Manager: Katie Sheppard
COMMENDATION
Title: Better Reception
Agency: TBWA/London
Creative Director: Trevor Beattie
Client: TBWA/London
Brand/Product: TBWA/London
Relevant Media/Brand Manager: Graeme Arkell
