SUPPLEMENT: APG CREATIVE PLANNING AWARDS; Sponsored by Mirror Group Newspapers: New Print Campaign

Gold

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



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