SUPPLEMENT: APG CREATIVE PLANNING AWARDS; Sponsored by ITV: New Broadcast Campaign

Gold

Gold



Winner: Julie Porter

Agency: Abbott Mead Vickers BBDO

Creative Director: David Abbott

Art Director: Walter Campbell

Copywriter: Tom Carty

Client: Volvo

Product: Volvo 850



Volvo is a two per cent brand in a highly competitive marketplace where

its established values are not attractive to new drivers who are vital

to a brand’s long-term success.



The 850 T-5 seemed to offer product attributes, particularly in the area

of driving performance, that could overturn the negative feelings of

conquest customers. However, research on creative work generated to a

purely product-based strategy revealed that while the performance

attributes were important, recruiting conquests would also rely on

changing Volvo brand image perceptions as well.



Research also showed that central to Volvo’s negative brand image was

negative user imagery. However, Volvo owners defined themselves in a way

that was far from the negative stereotype and saw themselves as

intelligent, independent, successful and confident people.



The creative angle of the resulting campaign was ‘intelligent people who

take risks’ and provided the guiding logic for the development of the

‘photographer’ and ‘twister’ films.



Silver



Winner: Mark Blair

Agency: Ogilvy and Mather

Creative Director: Patrick Collister

Art Director: Ian Sizer

Copywriter: Nicola Gill

Client: SmithKline Beecham

Product: Lucozade NRG



Lucozade sales have historically been relatively weak with teenagers,

except on the club scene. There was, therefore, an opportunity to line-

extend a ‘flanker’ product for the brand.



The brief - ‘pull the pin on a taste explosion’ - derives from the

characteristics of the product and pack. Early creative work answered

the brief directly, producing some aggressive, sub-Peperami advertising.



Creative development research showed that this approach was out of

kilter with both the characteristics of the brand, which has wholesome

undertones, and 90s teenagers, who do not reject society in a such a

vociferous way as previous generations. The insight for NRG came from

bastardising a core value of the Lucozade brand: ‘Participants enjoy

life more then spectators.’



The problem was how to express this in a way that fitted in with both

the teenage attitude and the Lucozade brand. One thing that teenagers

love, almost despite themselves, is madcap mayhem such as the Beano and

Monty Python.



Modern teenagers love to subvert the past, while also taking an

anachronistic pleasure in retro. This was the final piece in the

creative brief.



Bronze



Winner: Laurence Green

Agency: Lowe Howard-Spink

Creative Director: Paul Weinberger

Art Director: Tom Notman

Copywriter: Alistair Wood

Client: Whitbread

Product: Flowers



Faced with a resurgent ales market, Whitbread was keen ‘to do a

Boddingtons’ with another of the brands in its portfolio. Flowers was

an undifferentiated brand apparently offering neither a meaningful

product proposition nor compelling provenance. Strategic research had

merely served to fuel pessimism about the brand’s potential.



Planning then released the brand from the dual constraints of product

and provenance by establishing that brand personality was the new ales

advertising agenda. All that remained was for the agency to establish

Flower’s personality. Unenlightened by research, Lowes asserted that

Flowers could be the quintessentially English brand.



Commendation



Winner: Max Burt

Agency: Abbott Mead Vickers BBDO

Creative Director: David Abbott

Art Director: Ron Brown

Copywriter: David Abbott

Client and Product: BT