TBWA\Chiat\Day scores top prize at the 2010 Andys

LONDON - TBWA\Chiat\Day Los Angeles has scooped the top prize at the 2010 International Andy awards, thanks to its 'Replay' campaign for the sports energy drink Gatorade.

The campaign was awarded the best in show Grandy award after triumphing in the Earned Media category, which recognises work that creates the biggest buzz among consumers.

The 'Replay' campaign was designed to spark a desire to exercise in adults over the age of 30, following research that found only three in 10 adults over this age regularly participate in sport.

The event-driven campaign carried the strapline 'Once an athlete, always an athlete', and encouraged high school teams to reunite and replay some of their most intense and exciting school games.

Other networks that won success at the awards included JWT, which won six gongs including an award for JWT London in the magazine category for the agency's work on Kimberley Clark.

Leo Burnett also won six awards, with two coming for the London office's 'House of Cards' campaign for Shelter.

Two other London agencies were also recognised on the night. Mother, triumphed in the Communications Products & Services category for its 'Giving is Glorious' campaign, which saw the agency hand out $10,000 to the first person who replied to a mock spam email, while Bartle Bogle Hegarty won for its "The man who walked around the world" spot for Johnnie Walker.

Tribal DDB Amsterdam's 'Carousel' campaign for Philips and Sapient Nitro's 'Best Job in the World' work for Tourism Queensland, were also awarded. Both also won a Grand Prix at last year's Cannes Lions International Advertising Festival.

Carousel won Best Web Film, while 'The Best Job in the World' was another winner in the Earned Media category.