Diary: Rapier wit wins a Chip

Forget D&AD and Cannes Lions; as usual, it seems that the event that really captures creatives'

imaginations during the summer awards season is the coveted Chip Shop Awards, which is "there to recognise that the best ideas don't always fall within the rules".

Work entered by agencies doesn't have to have been broadcast - in fact, the agency doesn't even have to have the brand that the campaign is created for as a client.

A number of clever pieces of work won "Chips" or "Vinegars" at last week's awards, but the big winner on the night was Rapier, which scooped "The Big Chip" for its idea for the introduction of a new beer, called "Responsibly".

"The idea means that not only would the line 'Please drink Responsibly' be welcome on our ads, but it will also legally be required to appear on our competitors' ads as well," an agency insider said.