MEDIA AWARDS 1999: Best Use of New Media - The DoubleClick UK Award

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

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.



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