McCann Erickson's "sliced bottle" for Heinz Tomato Ketchup picked up a number of accolades at the Campaign Poster Awards on Monday, including the gold for Best Individual Poster.
The execution landed silver awards in four categories, including Best Use of Photography, Best Six-Sheet and Best Grocery Soft Drinks or Household Poster at the ceremony, which was held at London's Park Lane Hilton.
John O'Keeffe, the chairman of the judges, said: "The ad was done very well and deserved the overall award. It would have been successful in any year."
DDB London's campaign for the Financial Times, which includes the "Che", "cityscape" and "sharks" executions, picked up the gold award for Best Campaign.
Saatchi & Saatchi won the Campaign Readers' Award with its "anti-slavery" work for the charity Anti-Slavery International. The agency also won the Most Innovative Use of Outdoor category for its Carlsberg "litter drop".
This year, the judges also gave a special award to Peers Carter and Tony Muranka, the creatives behind the "photographed till I die" campaign for the Motor Neurone Disease Association, which focused on the deterioration of a sufferer.
Another big winner on the night was Abbott Mead Vickers BBDO's "cogs" poster for The Economist. It won silvers in four categories, including Best 48-Sheet, Best Media or Entertainment, Best Financial and Corporate, and Best Use of Underground/Metro/Rail.
O'Keeffe said: "The poster was booed on the night, but it is a clever idea that didn't really work on the big screen. It does work as a static image."
Elsewhere, DDB's "hairy chest" for Marmite and Bartle Bogle Hegarty's "allsorts" for British Airways both won two silvers, as did 4creative, for "ghosts" and "fat Jamie".
- Perspective, page 23.