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
