Gold
Winner: Mike Teasdale
Agency: Bartle Bogle Hegarty
Creative Director: John Hegarty
Art Director: Graham Watson
Copywriter: Bruce Crouch
Client: The New Covent Garden Soup Co
Product: Covent Garden Soups
The planning process contributed to the advertising for the New Covent
Garden Soup Co in two key ways. First, by identifying a role for the
advertising, and second, by finding a sustainable way to differentiate
the brand through the ads.
It was decided that the role of advertising should be to protect the
brand against competition from supermarkets. The obvious function for
advertising, given the immaturity of the fresh soup sector, was either
to raise awareness of fresh soup or to explain its advantages over
tinned varieties.
However, the New Covent Garden Soup Co’s success had attracted lots of
interest from supermarkets. Both agency and client were nervous that the
little company that invented the sector was about to be swamped by big
retailers developing their own versions of its products. The
advertising, therefore, had to promote the brand rather than the sector.
Silver
Winner: Joanna Bamford
Agency: BMP DDB Needham
Creative Director: Tony Cox
Art Director: Jo Wenley
Copywriter: Jeremy Craigen
Client: Volkswagen
Product: VAG Van
Van advertising is generally less distinguished than its more glamorous
cousin, car advertising. There is a tendency to assume that people who
buy vans are unthinking ‘lads’ who want rational product information
presented to them in a straightforward way. The result is advertising
that lacks character and impact.
However, research showed that van buyers do not see themselves as ‘lads
who thrash the van’ but as the owners and driving forces behind small
businesses who encounter high levels of day-to-day stress.
The agency realised that dealing with these daily problems was a central
source of dissatisfaction for van owners and that their van played a
fundamental role in their working lives.
BMP DDB Needham aimed to capture this knowledge in a proposition: ‘The
VW Transformer van - as tough as a life-sized Tonka Toy.’ The insights
that the agency gleaned allowed the planning department to talk to the
creative team about Volkswagen van buyers and their world in a much
richer and imaginative way than before. The resulting campaign struck a
chord with the advertising audience by glorifying the work of a typical
van driver in a dirty, real and unpretentious way.
Bronze
Winner: Brian McCarter
Agency: Ogilvy and Mather
Creative Director: Patrick Collister
Art Director: Carl le Blond
Copywriter: Tony Strong
Client: Seagram
Product: Perrier-Jouet
When, at the initial briefing session, the Perrier-Jouet client,
Seagram, described the brand as ‘the best champagne you can buy for
under pounds 20, with an illustrious history dating back to champagne’s
Golden Age, the Belle Epoque’, it seemed like the creative brief had
just written itself.
The determination of the planner and the creative team to dig deeper and
ask different questions led to a new understanding of champagne in the
‘Naughty 90s’ and advertising that is suitably outrageous, sensual and
decadent.
Commendation
Winner: Matthew Baker
Agency: Delaney Fletcher Bozell
Creative Directors: Greg Delaney, Brian Stewart
Art Director: Brian Stewart
Copywriter: Greg Delaney
Client and Product: Jeep Cherokee
