Campaign Media Awards 2005: The Roadshow Award - Best Travel and Leisure Campaign

WINNER Title: Nike (Run London) Go Nocturnal Media agencies: Metro, MindShare Managing partner: David Wilding Account director/media planner: Alistair Millen Creative agency: Wieden & Kennedy Senior planner: Lee Cutter Account director: Adam Fausset Account planner: Stuart Smith Client: Nike Brand/product: Run London - Go Nocturnal Marketing director: Benj Fearn Media/brand manager: Dan Alder

With 30,000 places to fill for the Nike Run London race, MindShare's strategy centred on a "Go Nocturnal" positioning. The agency encouraged Metro to literally undergo a nocturnal makeover and publish its first-ever evening edition. The paper changed the colour of its logo to yellow and black and 150,00 copies, which contained Run London sporting editorial, were printed and distributed in central London. Within 36 hours of Metro going nocturnal, every space for the Nike Run had been filled. As a result of the campaign, Nike generated £900,000 of revenue.

COMMENDATION Title: Adidas - Lions Media agency: PHD Media director: Howard Nead Account director/media planner: Jenny Harden Creative agency: 180 Amsterdam Account director: Dan Gibson Client: Adidas Brand/product: Adidas - Lions Marketing director: Nick Craggs Media/brand manager: Barry Moore

As the official kit supplier to the Lions and All Blacks rugby teams, the Lions Tour to New Zealand last summer was the perfect platform for Adidas to promote its association and drive sales of replica shirts. PHD reached an agreement with Sky, which saw Adidas giving Sky branded time on the "last man standing" ad in return for presence in some of Sky's high-traffic areas - the main menus on Sky Active and on the dedicated Sky Lions website. The team at Sky arranged for the ad to be shown on all TV screens in 400 premier stores of Dixons, Currys, Comet and Powerhouse for a three- week period.

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