Winner
Title: Virgin Clothing launch
Media Agency: Saatchi & Saatchi
Media Director: Ron Mudge
Media Managers: Howard Titley, Hannah Skellorn
Creative Director: Adam Kean
Account Director: Jo Bacon
Account Planner: Andrew Davies
Client: Virgin Clothing
Brand/Product: Virgin Clothing
Marketing Director: Sue Powell
COMMENDATION
Title: Pepsi Max
Media Agency: BMP OMD
Media Director: Mark Palmer
Senior Media Planner: Matt Hales
Media Planner: Rupert Holroyd
Creative Agency: Abbott Mead Vickers BBDO
Account Director: Will Harris
Client: Britvic Soft Drinks, Pepsico International
Brand/Product: Pepsi Max
Head Of Marketing (Colas) Pepsico: Dean Robson
Brand Manager Pepsi Max Britvic Soft Drinks: Simon Cope
VIRGIN CLOTHING LAUNCH
In order to allow the launch of Virgin Clothing to stand out in such a
competitive and cluttered market, Saatchi & Saatchi worked hard to avoid
traditional fashion advertising, which research told it was ’samey,
aloof and detached from reality’. Instead, the agency played on fashion
’leaders’ belief that they’d seen it all before by repeating a genuine
double page spread in style glossies such as Dazed and Confused,
Attitude, Scene and i-D. By phasing the campaign across carefully
selected magazines it effectively managed to get the brand’s message
across to fashion ’followers’ without sacrificing the valuable loyalty
of the market’s ’leaders’.
PEPSI MAX
Max Mania, the UK’s first ever free extreme sports festival, was created
to bolster Pepsi Max’s claim on extreme sports. Promoted in both
specialist titles such as Dig Surfer’s Path and FHM the event and
brand’s attitude was communicated to both extreme sport insiders and the
broader Max audience.
