McCann Erickson scoops APG Grand Prix for Halo 3 campaign

McCann Erickson London last night picked up the Grand Prix at the APG Creative Strategy Awards for its campaign for the Xbox game Halo 3.

The campaign, featuring the game character Master Chief, acheived global opening day sales of £84 million, making it the highest-grossing entertainment product ever.

The awards celebrate the best in ad agency planning over the past year.

There were gold awards for the Australian agency The Campaign Palace (for a campaign for New South Wales RSPCA), for Mother London's "Somers Town" campaign for Eurostar, for an M&C Saatchi campaign for Kent County Council, and for JWT's campaign for Forevermark Diamonds.

In the UK, as part of McCann Erickson's Halo 3 campaign, it created a photo exhibition by the fictional photographer Jake Courage – view the video above to learn more.

Full list of winners:


Advertiser Agency Award Special prize(s)
Air Action Vigorsol Bartle Bogle Hegarty Bronze
Axe - Japan Bartle Bogle Hegarty Silver
Barnardo's Bartle Bogle Hegarty Bronze
BHF - Heart Attack Grey London Bronze
BHF - Yoobot Grey London Silver
Comparethemarket com VCCP Silver
Department for Transport - Speed Abbott Mead Vickers BBDO Silver
Eurostar Mother Advertising Gold Best contribution to theory and practice of planning; Most progressive Client
Forevermark Diamonds JWT Gold Best paper from an agency outside UK
Johnnie Walker Bartle Bogle Hegarty Silver
Kent County Council M&C Saatchi Gold Best understanding of channels
Lynx - Get In There Bartle Bogle Hegarty Silver Best understanding of brands
Nike 5 Wieden & Kennedy Silver
Nokia Supernova 7610 Wieden & Kennedy Silver Best international paper
Orange - Gold Spots Mother Advertising Bronze
PC World M&C Saatchi Silver
PG Tips Mother Advertising Bronze Best-written paper; Best presentation to judges
Royal Mail Abbott Mead Vickers BBDO Bronze Best understanding of business; Best use of numbers
RSPCA NSW Australia The Campaign Palace Gold Best use of research
Skcin McCann Erickson Silver Freshest thinking; Best understanding of consumers
Sony Net-Share Cam Saatchi & Saatchi Bronze
Stella Artois 4% Mother Advertising Bronze
The Economist Abbott Mead Vickers BBDO Bronze Best creative brief or briefing
Volkswagen Tribal DDB Silver
Xbox Halo 3 T.A.G./McCann Erickson Gold & Grand Prix

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