CAMPAIGN MEDIA AWARDS: The Hallmark Channel Award - Best Travel and Leisure Campaign - Callaway

With the Callaway window sticker, golfers returned to their cars in golf club car parks to find fake hexagonal holes in the windscreen with reproduced hand-written notes encouraging them to purchase HX balls in the pro-shop.

This was supported by a "lost ball" teaser campaign where prototype balls were claimed to have escaped from Callaway's test range in California.

Balls were sighted on golf courses in Europe to emphasise the fact that HX balls could travel further than any other golf balls. What's more, Callaway had exclusive use of a local driving range in a key location en route to the British Open.

Visitors to the Callaway stand were encouraged to visit the driving range, trial Callaway products and enjoy a free barbecue. An 800-yard marker was placed at the top of a hill which lay behind the driving range in full view of golfers using the range, implying that golfers were capable of achieving such distance only when using a Callaway driver.


Virgin Atlantic was 18 this year so Virgin and its agencies celebrated with a "friends and family" birthday. This included photos of Richard Branson in local papers in the 18th birthday classifieds, birthday cakes and 18 wobbly red jellies to illustrate "18 years of giving BA the wobbles" on a huge poster site on the Cromwell Road. Other activity included a "free flights for life" competition and six-sheet posters on the Heathrow and Gatwick Express.


TITLE: Callaway - guerilla activity 2002

MEDIA AGENCY: Manning Gottlieb OMD


CREATIVE AGENCY: Claydon Heeley Jones Mason

CREATIVE DIRECTORS: Pete Harle, Dave Woods

ACCOUNT DIRECTORS: Natalie Carne, Bharat Parmer

ACCOUNT PLANNER: Verity Johnston

CLIENT: Callaway

BRAND: Callaway Golf Europe



TITLE: Virgin Atlantic Airways 18th Birthday

MEDIA AGENCY: Manning Gottlieb OMD

MEDIA DIRECTOR: Melinda Athinodorou

MEDIA PLANNER: Hamish Rickman

CREATIVE AGENCY: Rainey Kelly Campbell Roalfe/Y&R

CREATIVE TEAM: Robert Campbell, Mark Roalfe



CLIENT: Virgin Atlantic Airways

BRAND/PRODUCT: 18th Birthday

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