Media Awards 2004: Best IT and Consumer Durables Campaign


Title: Action Man

Media agency: OMD UK

Media director: Alex Ebdon

Account director: Sam D'Amato

Creative agency: DDB London

Creative director: Kent Shively

Account planner: Laurence Parkes

Marketing director: Carol Evans

Client: Hasbro

Brand/product: Action Man

Media/brand manager: Sara Westby

Action Man needed a major boost to his profile to take on the rival children's heroes Spiderman, the Incredible Hulk and Power Rangers. OMD decided on an industry first - give children the chance to use their imaginations and direct the end of the creative campaign. Interactive TV ads drove children online, where they could vote on how the story featured in the commercial (should Action Man save the evil Dr X?) should end. The reveal was a 60-second roadblock ad. 103,000 children voted ... and Dr X met with a sticky end.


Title: HP - Hype Gallery

Media agency: ZenithOptimedia

Media director: Keith Robertshaw

Media planner: Sarah Hill

Creative agency: Publicis

Creative director: Chris Aldhous

Account director: Dan Davies

Planner: Belinda Parmar

Client: HP

Brand/product: Large-format printers

To get through to a sceptical audience of Mac-obsessed graphics professionals, HP needed a new medium.

Its agencies created the Hype gallery, a space where artists could exhibit their work for free using HP technology. HP had to create a buzz around the gallery but not be overt about its own involvement, staying true to the idea of art not commerce. Posters, postcards, press ads, online media and short films were used in the recruitment drive. Hype was such a success galleries are to open in New York, Paris and Barcelona in 2005.


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