Fresh Awards 2004: Private View - North-East

And we move to the North-East where again the range of work is very different. And speaking of Different, we start with an ad entitled "don't shoot and share" for the Durham Drugs and Alcohol Action Team. The ad was created to engage people in the North-East who are injecting drugs to make them aware of the dangers of Hepatitis C and also how to inject more safely. The creative thought for the cinema commercial was to show how someone's body could be consumed by this virus, hence why the "blood-like" liquid eventually covers the woman. Powerful stuff that certainly hits home. Different makes it two in a row in the North-East with a second strong message: "smoky baby" for Sunderland NHS. The concept behind this execution was to raise awareness of and promote discussion about the issues of smoking and pregnancy, and again it's a clever, beautifully crafted idea that gets the message home.

Robson Brown features next with an incredibly simple idea to promote De Vere Belfry's website. You don't have to be interested in golf to get this. In fact, you don't have to be interested in anything to get this. Simple, to the point and effective. Enough said.

From simple to "spaghetti", which is one part of a campaign entry promoting the new easi-reel range for Flymo. Other executions in this campaign features tangles and knitting which all follow a similar vein. "Spaghetti" is the one that really shines through and anyone who has ever got fed up winding round the cable after vacuuming (yes, I've used a vacuum cleaner), hosing down the car or mowing the lawn will really like this. Oh, and this was from Robson Brown too.

The agency is also responsible for "hairless". Now what possesses anyone to completely remove all of their body hair (unless they are an Olympic swimmer or have a tendency to live all-year round in diving suits) is beyond me, but I would imagine if you were walking to the Metro in Newcastle and saw this poster, it would certainly make you stop and stare. Quite what goes on at the salon In The Pink, I don't know, but I do know that the judges liked this poster.

Up next we have another poster, albeit for a slightly straighter subject - Durham City Arts' Durham Brass Festival. I said slightly straighter.

Sumo was given a brief to produce a striking poster, which got away from the normal perception of brass music. I am not sure I had any perceptions about brass music before I saw this poster, and while I am not about to completely shift my musical allegiance from Goth to brass, I give credit where it's due to a cracking job.

We leave the North-East via The Chiropractic Centre, where as you receive your treatment, you can stare with awe at the magnificent "ceilings" from FPP; ceilings that will have you forgetting all about your back problems in next to no time.

GOLD AWARDS

BEST REGIONAL PRESS AD OR CAMPAIGN (silver winner)

Title: "Ceilings"

Client: The Chiropractic Centre

Brief: Raise awareness of the chiropractor's role and drive custom to

the practice

Agency: FPP

Writer: Mick McCabe

Art director: Simon Storey

Photographer: Alex Telfer

BEST POSTER

Title: "Durham Brass Festival"

Client: Durham City Arts

Brief: Produce a striking poster which gets away from the normal

perception of brass music

Agency: Sumo Design

Art director: Jim Richardson

Illustrator: Max Kisman

BEST PRESS AD OR CAMPAIGN

Title: "Spaghetti"

Client: Flymo

Brief: Promote the benefits of the new easi- reel range from Flymo

Agency: Robson Brown

Writer: Andrew Dawson

Art director: Gareth Wood

BEST OUTDOOR AD

Title: "Hairless"

Client: In The Pink

Brief: Promote permanent hair removal at the salon In the Pink

Agency: Robson Brown

Writer: Andrew Dawson

Art director: Gareth Wood

BEST PRESS AD OR CAMPAIGN

Title: "Mouse putter"

Client: De Vere Belfry

Brief: Promote De Vere Belfry's new website

Agency: Robson Brown

Writer: Alan Stobie

Art director: Daran Atkinson

BEST TELEVISION OR CINEMA COMMERCIAL OR CAMPAIGN

Title: "Don't shoot and share"

Client: Durham Drugs and Alcohol Action Team

Brief: Make drug users aware of the dangers of sharing needles

Agency: Different

Writers: Chris Rickaby, Sue Storey

Art directors: Mark Martin, Stewart Allen, Carlo Reale

Account handler: Clare Hampton

BEST POSTER

Title: "Smoky baby"

Client: Stop Smoking in Sunderland (Sunderland NHS)

Brief: Raise awareness of and promote discussion about the issues of

smoking and pregnancy

Agency: Different

Art directors: Ian Millen, Stewart Allen, Carlo Reale

Account handler: Clare Hampton

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