WINNER
Title: Levi Strauss - internet
Media Agency: Motive Communications
Media Director: James Greet
Media Manager: Ariane Gaborit
Creative Agency: Lateral
Creative Director: Jon Bains
Client: Levi Strauss
Brand/Product: Sta-Prest
Marketing Director: Robert Hanson
LEVI STRAUSS - INTERNET
Congratulations go to Motive for its genuinely ground-breaking use of
the internet, enabling Flat Eric to hit young opinion formers on the web
before the new campaign appeared on television. Motive set out to put
Levi’s back on track, to reconnect with youth via the internet in the
way that its television advertising had always done so successfully in
the past. By allowing Flat Eric to unexpectedly skateboard across
seemingly unassociated downloaded material, ’infecting’ pages with
Levi’s messages and e-mailing an unbranded TV commercial to at least 100
opinion formers prior to launch, the agency successfully made Levi’s the
topic of youth communication once more.
Best Use of Mixed Media - The This Is Britain Award
WINNER
Title: Stella Artois - movies that matter
Media Agency: Motive Communications
Media Director: Peter Edwards
Head Of Media Development: Tracy Darwen
Creative Agency: Lowe Howard-Spink
Creative Director: Charles Inge
Account Director: James Scroggs
Account Planner: Peter Brown
Client: Whitbread Beer Company
Brand/Product: Stella Artois
Marketing Director: Stewart Gilliland
Media/Brand Manager: Stuart MacFarlane
COMMENDATION
Title: Egg launch
Media Agency: New PHD
Media Director: Morag Blazey
Media Group Manager: Fiona Walford
Creative Agency: HHCL & Partners
Creative Director: Steve Henry
Account Director: Dominic Stinton
Account Planner: Mark Piper
Client: Egg
Brand/Product: Launch strategy
Brand And Communications Director: Tony Williams
Head Of Advertising: Anna Rust
COMMENDATION
Title: Niketown
Media Agency: Manning Gottlieb Media
Media Director: Hilary Taylor
Media Planners: Paul Knight, Terence Cassano, Phil Tucker
Creative Agency: Wieden & Kennedy
Creative Director: Susan Hoffman
Account Director: Danielle Crook
Account Planner: John Shaw
Client: Nike UK
Brand/Product: Niketown
Advertising Director: Jack Gold
Media/Brand Managers: Caroline Armstrong, Sarah MacDonald
STELLA ARTOIS - MOVIES THAT MATTER
Having decided to stamp its mark on cult/best quality film screenings,
Motive carefully selected vehicles from right across the media spectrum
to support and expand Stella Artois’ film association. A 60-second
Stella brand commercial which only appeared during top-rated movies was
accompanied by broadcast sponsorship of Channel 4’s peak film output, a
programme of Stella Screen Film Weekends screening cult movies in key
art houses, the Stella Movie Tour of ten outdoor screenings,
advertorials produced in partnership with Emap and The Guardian, a
series of booklets in association with Empire magazine, free film
tickets given away on radio and an internet site promoting Stella’s
involvement in film.
EGG LAUNCH
A multi-media mix of vox pop videos and individual programme sponsorship
on Channel 4, spot advertising on ITV and cable and satellite channels,
consecutive pages in weekend review sections and traditional direct
response advertising in the dailies, allowed New PHD to boast that Egg
was the most successful financial launch to date in terms of awareness
and customer recruitment.
NIKETOWN
Manning Gottlieb Media’s launch of Niketown on Oxford Street was
impossible to miss. Initiated by teaser activity using fly posters,
railing boards, bus rears, bus tickets, tube cards, postcards and a
fleet of liveried minis, the store’s opening was boosted by television,
press and an extensive event and stunt campaign.
