Fresh Awards 2004: Private View - Midlands

We start with a very clever idea from Unsuitable. How many charity shops (or records in their own collections) they trawled to find the naffest records they could use in this campaign is intriguing. Regardless, what a great way to inform clients, suppliers and prospects that you have moved. "Update your records" is excellent.

Proposition: sample a few hookers at Brewery Tap. Surely not? While this work by Rees Bradley Hepburn for Hooker Ale may not be a totally new idea, the copy is clever, posters striking and the hookers cheap.

Rees Bradley Hepburn also features with a great radio ad for the Bullring in Birmingham promoting late Christmas shopping opening times, entitled "brass band". This ad also just edged out another corker from RBH, called "grotto", which followed a similar vein. These ads are well targeted, entertaining and brilliantly crafted. They deserved to win.

From radio to brochure now, and a great idea from Purple Circle for the Nottingham Community Housing Association, called "unfinished business".

Very classy and striking and a brave step from the norm.

"Parental Advisory" is the title of our next offering and comes from a Leicester agency, Big Communications. To promote Journey Shoes' footwear to a young, non-conformist audience in a free music magazine that the brand has tie-ins with was the brief for this campaign. And, to quote another brand, it does exactly what is says it does. Simple idea, nicely crafted and executed.

Big Communications is also responsible for our final selection, which forms part of the national campaign for Beverage Brands' WKD. The cross-media campaign features some inspired ideas. Love it or hate it - it is one of a rare breed outside London; a campaign, and a seemingly effective one at that.

So that's it from the first Fresh Awards. But before you all get excited about the prospect of entering this inspired scheme next year, bear in mind that you have to have connections in the provinces.

I would like to take this opportunity of saying hello to my parents back home in Yeovil, Somerset. What?

BULLRING

Title: Brass Band

Length: 40 secs

The ad features a Salvation Army brass band playing traditional hymns in

a town centre. We can hear general town centre atmosphere, as well as

the shaking of collection tins.

Conductor: One, two, three and ...

SFX: The band begins to play the first verse of Good King Wencleslas in

the slow um-pah-pah way brass bands do. The collectors begin to shake

their tins in time with the music.

Conductor: Let's pick it up lads ...

SFX: The band speeds up.

Conductor: Quicker.

SFX: The music speeds up further, and so does the sound of the

collection tins being shaken.

Conductor: (impatient) Come on, come on.

SFX: Band and collectors now racing.

Conductor: Get on with it!

SFX: Band's going all out. Suddenly reaches the end and stops.

Conductor: Thank you everyone, goodnight.

Announcer: You don't have to rush to get the Christmas shopping done.

Bullring is open till 10pm six nights a week.

Bullring. It's Europe's new shopping capital. In Birmingham city centre

and at Bullring.co.uk.

GOLD AWARDS

BEST USE OF POSTERS

Titles: "Usual bitter", "all night long", "better than anything"

Client: Hooker Ale

Brief: Raise awareness of Church End Brewery's Hooker Ale

Agency: Rees Bradley Hepburn

Writer: Nigel Thomas

Art director: Paul Brookes

BEST DIRECT MARKETING OR MAIL CAMPAIGN

Title: "Update your records"

Client: Unsuitable

Brief: Inform clients and suppliers that Unsuitable has moved offices

Agency: Unsuitable

Writer: Unsuitable

Art director: Unsuitable

BEST CROSS-MEDIA CAMPAIGN

Title: "WKD side"

Client: Beverage Brands

Brief: Appeal to consumers' wicked side

Agency: Big Communications

Writer: Craig Buzzel

Art directors: Richard Davis, Simon Davis

BEST BROCHURE OR ANNUAL REPORT

Title: "Unfinished business"

Client: Nottingham Community Housing Association

Brief: Produce a report and accounts that people will actually want to

read

Agency: Purple Circle

Project manager: Michael Slack

Writer: Bill Randall

Designer: Paul Copley

Photographers: Big Issue sellers, Nottingham

BEST RADIO CAMPAIGN

Title: "Brass band"

Client: Bullring

Brief: Tell listeners that the Bullring is open late this Christmas

Agency: Rees Bradley Hepburn

Writer: Nigel Thomas

BEST PRESS AD OR CAMPAIGN

Title: "Parental advisory"

Client: Journey Shoes

Brief: Promote shoes with attitude

Agency: Big Communications

Writer: Craig Wood

Art director: Richard Davies