MEDIA AWARDS 1999: Best Use of Outdoor - The Outdoor Advertising Association/Council Of Outdoor Specialists Award

WINNER
Title: Wales Tourist Board
Media Agency: Mediapolis
Media Director: Phil Danter
Account Director/Media Planner: Grant Lequesne
Creative Agency: FCA!
Creative Directors: Ian Harding, Shaun McIlrath
Account Director: Verity Williams
Account Planner: Helen Firth
Client: Wales Tourist Board
Brand/Product: Welsh tourism
Marketing Director: Roger Pride
Media/Brand Manager: Gill Berntsen
COMMENDATION
Title: Sony Vaio
Media Agency: BMP OMD
Media Director: Mark Palmer
Account Director/Media Planners: Harriet Frost, Shifra Steinberg
Creative Agency: BMP DDB
Creative Director: Larry Barker
Account Director: Martyn Sandy
Client: Sony UK
Brand/Product: Vaio laptop
Communications Manager: Geoff Muge

WINNER

Title: Wales Tourist Board

Media Agency: Mediapolis

Media Director: Phil Danter

Account Director/Media Planner: Grant Lequesne

Creative Agency: FCA!

Creative Directors: Ian Harding, Shaun McIlrath

Account Director: Verity Williams

Account Planner: Helen Firth

Client: Wales Tourist Board

Brand/Product: Welsh tourism

Marketing Director: Roger Pride

Media/Brand Manager: Gill Berntsen

COMMENDATION

Title: Sony Vaio

Media Agency: BMP OMD

Media Director: Mark Palmer

Account Director/Media Planners: Harriet Frost, Shifra Steinberg

Creative Agency: BMP DDB

Creative Director: Larry Barker

Account Director: Martyn Sandy

Client: Sony UK

Brand/Product: Vaio laptop

Communications Manager: Geoff Muge



WALES TOURIST BOARD



A fleet of dirty vans driven around inner city areas of London and

Birmingham with a graffiti-style line hand-written into the grime was

just one of the alternative outdoor methods that FCA! used to prompt

people to get away to Wales. Road resurfacing contractors wore jackets

featuring the ’Wales. Two hours and a million miles away’ strapline;

stressed-looking office workers were placed on major road arteries

leading out of London and Birmingham carrying the slogan on hitch-hiking

boards; and self-adhesive window vinyls were placed on the windscreens

of cars parked in urban areas of both cities. Familiar message, novel

execution.





SONY VAIO



BMP OMD cleverly used a travelling laptop media to promote a travelling

laptop product, commandeering 6,000 back of seat laptop trays on Great

Western Trains to promote the launch of the Sony Vaio laptop.

Best Use of Radio - The Capital Radio Advertising Award



WINNER

Title: Channel 4 (Boyz Unlimited)

Media Agencies: BMP OMD, Michaelides & Bednash

Media Directors: Mark Palmer, George Michaelides

Media Strategists: Leigh Terry, Matt Andrews

Creative Agency: The Creative Partnership

Creative Director: Mia Matson

Account Director: Zachary Soreff

Client: Channel 4

Brand/Product: Boyz Unlimited (comedy)

Marketing Director: Polly Cochrane

Marketing Manager: Tracy Blacher

COMMENDATION

Title: Winter Medicines

Media Agency: BMP OMD

Media Director: Avril Gallagher

Media manager: Kate Cox

Creative Agency: J.Walter Thompson

Account Director: Jeannine Freeman

Account Manager: Shezel Hatteea

Client: Boots The Chemist

Brand/Product: Winter Medicines

Category General Manager: Robert Gilbert

Communications Manager: Helen Crosby



CHANNEL 4 (BOYZ UNLIMITED)



(Musical intro)



DJ/MVO: Hi, I’m Mike Prince and I’m joined now by the latest boy band

sensation, Boyz Unlimited. They’ve got their very own TV show starting

this week. Good evening lads.



’Hiya’



’Hi’



So do you want to introduce yourselves?



’Hi I’m Scott’



’I’m Jason’



’I’m Nicky, peace!’



’I’m Gareth, peace, respect, safe, check it out!’



Well done.



’And I’m Nigel. I’m the manager and I’m here to make sure you mention

the show, you got it?’



Ooh scary man.



’’Boyz Unlimited’, Friday nights 9.30 on Channel 4’



Right eh now let’s hear a little bit of your current single. I love it,

I’ve been playing it for weeks and it’s called ’Stranger Every Day’.



’’Stronger Every Day’’



Yeah whatever.



(Music: Stronger Every Day)



Now I’m here with Boyz Unlimited



Sing: ’Hello, Hello, Hello, Hello, Hello’



’Sorry I’ve got flu’



Yeah, nearly worked never mind. So tell us about the TV show.



’The TV show’s called Boyz Unlimited and it starts on Friday nights at

9.30, got it?’



’We got that Gareth’



’Is that right after Friends?’



’That’s right’



So what’s the show about lads?



’Well it’s a six-part series that follows us around for a whole

year’



’Friday night, Channel 4, after ’Friends’’



’It just shows some of the crazy things we get up to’



Argh right brilliant, like what?



’Oh, you know, crazy stuff. We’re mad’



’Oh mad’



Okay, give us an example of how mad you are.



’Well mate, there was this one time when we tied Scott’s shoelaces

together’



’That was so funny’



’He fell over and fractured his jaw. You should have seen the look on

his face’



’He had to have major reconstructive surgery, it was hilarious. Honestly

we’re mad’



Now I know you’re going to reveal your new single exclusively on the

show tonight, so drum roll please.



(SFX: drum roll. Music)



’It’s a cover of an old song you may not have heard of’



’It’s called A Little Bit More’



A ’Little Bit More’?



’That’s right’



But you do know that um ...



’Are you gonna play this song ’coz you’re really starting to annoy

me’



Oaky doaky



(Music: A Little Bit More)



Boyz Unlimited there with ’A Little Bit More’.



’Well what do you reckon then?’



Well you do know that someone has already done that same song?



’So, we’ll release ours first’



Well, they’ve already released it.



’No one’s gonna remember it are they?’



It was Number One.



’Oh, right’



’Sorry, we never listen to the charts ... er except the Pepsi Chart Show

which we never miss’



Course you don’t, course you don’t. Right boys thanks for being here

today. Do you have a final message for all your fans out there in

Fanland?



’Yeah, ’Boyz Unlimited’, a new comedy series for Friday nights. Starts

the 5th of February 9.30 on Channel 4. Just watch it sunshine’



Yeah I will. Look don’t do that with the mikes.





BOOTS THE CHEMIST WINTER MEDICINES



Capital FM DJ: Don’t let winter get you down especially when you are at

work and all your pals are flued-up at home. Warm up to the winter

workplace with Boots.



Just fax us three favourite songs to play to a colleague who is ill and

we’ll lay on the sympathy with a ’Boots Pamper Pack’. They’ll get a

video, a soothing Vapour bath, Vapour tissues, chocolates and vitamin

C.



Come on fax those songs on 0171 766 6958 and join us from 10 for the

’Boots Winter Work Place’. Enjoy winter, hate colds, love Boots with

95.8 Capital FM ...



Now then, if you know of someone who has got the flu then fax us now,

we’ll send them a Boots Pamper Pack today. We need their name and

address, your name, where you work and your five favourite songs to help

cheer them up, so fax us now with your five favourite songs 0171 766

6958 and a Boots Pamper Pack could be yours ...



Now, this is coming from Bernie Charles at Open Wide International. It

says: ’Steve can you please send a Pamper Pack to Kate Gordon - one of

our personnel officers - who is sick with the flu at the moment. She’s

so sick, she can’t even talk, so we can’t even ring her up for a chat to

cheer her up.’ Hopefully these songs will do just that. So Kate Gordon,

these 3 songs are just for you ...





CHANNEL 4 (BOYZ UNLIMITED)



Michaelides & Bednash/BMP OMD were quick to realise that the best way to

promote a new Channel 4 comedy that exposes manufactured boy bands was

to use exactly the same media vehicle that real bands themselves

use.



The resulting spoof ’popumentary’ with the band was aired on the Pepsi

Chart Show during the last ad break before the Top Three, taking up the

entire two and a half minute break - a first for the show. By creating

specific content for the show, instead of using cut down sound bites

from existing footage, the creative content maximised the novel use of

the media spot.





BOOTS THE CHEMIST WINTER MEDICINES



Radio proved the perfect medium for Boots’ new Winter Medicines

campaign, providing for regional targeting around cold and flu patterns.

Timely audience delivery caught sufferers on their way to work and

flexibility allowed spot advertising during major epidemics.



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