Winners: Karen Hand, Cindy Gallop
Agency: Bartle Bogle Hegarty
Creative Director: John Hegarty
Art Directors: Steve
Hudson, Tiger Savage
Copywriters: Victoria Fallon, Paul Silburn
Client and Product: Polaroid (See Grand Prix, above)
Silver
Winner:Derek Robson
Agency: Bartle Bogle Hegarty
Creative Director: John Hegarty
Art Directors: Tiger Savage, Tim Ashton
Copywriters: Paul Silburn, John McCabe
Client: Hugo Boss
Product: Hugo Boss clothes
Hugo Boss was the fashion brand of the 80s as, through product placement
and sponsorship, it became synonymous with the decade. By 1993 it was no
longer appropriate to parade the brand’s power and success. Hugo Boss
was in danger of becoming unfashionable - a considerable problem for a
fashion brand.
Planning set out to define the essence of the Hugo Boss brand. The first
constituent was respect for the product. The second, which was
relatively unknown, was Hugo Boss’s heritage in the world of work. The
company originally produced overalls and uniforms and its mission in the
70s and 80s was ‘working clothes for the professional manager’. Planning
fused these two attributes to form a simple positioning - Hugo Boss was
‘made for work’. This helped to redefine the brand’s essence and
ultimately reposition it into a less competitive market called
‘workwear’.
Bronze
Winners: Drusilla Gabbott, Richard Huntington
Agency: Abbott Mead
Vickers BBDO
Creative Director:David Abbott
Art Director: Paul Brazier
Copywriter: Peter Souter
Client and Product: Delta Airlines
Critical to this campaign was challenging the received wisdom on which
Delta’s European advertising had been based, not least the belief that
German business travellers (Delta’s largest market) were uniquely
rational and information driven.
Planning was central in defining the advertising task and then
recognising and defining the type of creative idea that was required. At
every stage, planning involved consumers but only to inform the process
rather then to lead it.
Commendation
Winner: Will Collin
Agency: BMP DDB Needham
Creative Director: Tony Cox
Art Director: Jerry Hollens
Copywriter: Mike Boles
Client: Sony
Product: Sony in-car
