Hugh Burkitt rounds up the year's winners
Because our Grand Prix winner – Bodyform – upset some sensitive viewers, but greatly impressed our judges, by showing menstrual blood instead of the traditional blue ink in their ads.
Their campaign was judged the best in both the Purpose Driven Brands and Marketing Communications category on its way to winning the Grand Prix, and you can read about their strategy and the results that impressed the judges.
Because a powerful campaign by The National Safety Council of the US, which warned of the dangers of prescription opioids moved me to tears.
This entry from Energy BBDO in Chicago won our Brand Activation Category and made its mark in history by being the first from outside the UK to win one of our categories outright.
Because every year our Excellence Awards involve huge amounts of perspiration as well as inspiration by all our entrants. Not just in writing brilliant papers, but in creating the story in the real world that is worth writing about.
And in the following pages you can learn from them in minutes, what they have toiled over for hours, days and in some case years. Do take a look at some of the marketing gems here…..it might suggest a brilliant idea to inspire you own marketing….
In line with the Society’s agenda the judges were on the lookout for brands which had taken risks and succeeded as against the odds, and for the first time we awarded a prize to the Bravest Brand.
Taken on this occasion by Skittles, who gave their rainbow brand identity away to the Pride Festival and sold their brand in black and white packs……a risk which led to a dramatic increase in awareness, distribution, and sales…..