The World: San Diego - BBH scoops top planning award for Axe work

Britain's Bartle Bogle Hegarty has been named the Grand Prix Winner of the Jay Chiat Planning Award at the Association of American Advertising Agencies Account Planning Conference.

BBH received the top honour for its "click" mating game, which was created for Unilever's Axe deodorant brand.

The campaign encouraged young men to develop a scoring system, and use clickers to count their conquests.

"'Click' was not just an advertising idea, it was not an integrated idea," William Charnock, JWT New York's co-head of strategic planning, and the AAAA's committee co-chairman, said. "It was an idea that fused product and communications in a way that could not be separated."