CAMPAIGN MEDIA AWARDS: The Hallmark Channel Award - Best Fashion, Beauty and Healthcare Campaign - Elle Macpherson

This was the most successful lingerie launch ever, according to Selfridges' sales data, generating more than £1.5 million more value than projected with a budget of £200,000.

Rocket created work which was raw, energetic and unpolished and, as the agency saw it, an antidote to traditional lingerie campaigns.

Using six-sheet poster sites and placing the photos on them, the agency made the poster sites look like photogaphers' light boxes. Whole walls were wallpapered with the proof-sheet image and 35mm film was hung on faux photographers' drying lines on tube windows. And a fold out on tissue stock was inserted into the Saturday broadsheets.

NiQuitin CQ Lozenges

Nicorette and Nicotinell had dominated the market for people looking to give up smoking. MediaCom opted out of the usual TV-only route favoured by the more dominant brands and got into the mindset of the quitter. By creating interactive TV ads, radio advertorials and bespoke magazine articles, MediaCom helped NiQuitin CQ more than double its unit sales year on year and boost its brand awareness.

WINNER

TITLE: UK launch of Elle Macpherson Intimates

MEDIA AGENCY: Rocket

MEDIA DIRECTOR: Donna Glanvill

CREATIVE AGENCY: The Names Agency, Sydney

CREATIVE DIRECTOR: Annabel Blackett

CLIENT: Bendon UK

BRAND: Elle Macpherson Intimates

MARKETING DIRECTOR: Louise Madge

COMMENDATION

TITLE: NiQuitin CQ Lozenge launch

MEDIA AGENCY: MediaCom

MEDIA DIRECTOR: Jason Theodore

ASSOCIATE DIRECTOR: David Trovell

CREATIVE AGENCY: Ogilvy & Mather

ACCOUNT DIRECTOR: Ed Thesinger

ACCOUNT PLANNER: Lee Taylor

CLIENT: Glaxo SmithKline

BRAND/PRODUCT: NiQuitin CQ

MARKETING DIRECTOR: Whitney Baldwin

MEDIA/BRAND MANAGER: Tess Player

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