BWM'S BIG POND WORK WINS BEST OF SHOW AT 2006 APG CREATIVE PLANNING AWARDS
APG Australia’s Creative Planning Awards were held last night at L’Aqua, Cockle Bay Wharf, Sydney.
Winners of the Best of Show, who received The Research International Grand Prix Award are: Hristos Varouhas / Jamie Mackay / Kent Pearson for Bigpond Broadband Internet “Why Emotional Differentiation Wins” - BWM
Campaign for Established Service Brand:
* Gold award: Hristos Varouhas / Jamie Mackay / Kent Pearson for Bigpond Broadband Internet “Why Emotional Differentiation Wins” - BWM
* Silver award: Todd Sampson for McDonald’s Australia “Inner Child” – Leo Burnett
Campaign for Established Product Brand:
* Gold award: Olly Taylor for Staedtler Pacific Pty Ltd “The Writing’s on the Wall” - HOST
* Silver award: David Cousins for Adalat “A Clever way to Lower Blood Pressure” – Medicus Sydney
Campaign for New Brands or Advertiser:
* Gold award: Christina Aventi / Jeremy Nicholas for Austar Broadband “Turning a Generic Benefit into Something Sticky” – BMF
* Silver award: Andrew Moss for Football Federation of Australia “The Hyundai A League” – Lowe Hunt
Campaign for Public Service and Charity:
* Gold Award: Lucy Cochran for Seeing Eye Dog Australia “Replacing ‘Awww..’ with ‘Aha’” - DDB
* Silver Award: Dick De Lange for RTA “Time to Take Note” – Saatchi & Saatchi
Special Prizes were awarded for the following:
* Best Consumer Insight – Todd Sampson for McDonald’s Australia “Inner Child” – Leo Burnett
* Best Strategic Insight – Olly Taylor for Staedtler Pacific Pty Ltd “The Writing’s on the Wall” - HOST
* Best Creative Brief and Briefing – Lucy Cochran for Seeing Eye Dog Australia “Replacing ‘Awww..’ with ‘Aha’” - DDB
* Best Contribution to Media Thinking – Todd Alchin for Sunbeam, “When the Coffee Machine needs the Pick Me Up” - bellamyhayden
* Best Use of Research – David Cousins for Adalat “A Clever way to Lower Blood Pressure” – Medicus Sydney
* Best Use of Non Traditional Media – Karin Stenberg / Pete Randeria for Lynx Body Spray “LynxJet. How planning got us all onboard” – Lowe Hunt
Christine Blackburn, chair of the APG Creative Planning Awards, said:
“We’re very proud of the body of work presented at the second APG Creative Planning Awards.
“The planners have uncovered some fantastic insights and applied their craft to bring these insights to life in many different mediums”.
Of the 41 entries received, 16 were short-listed and will be published in the bi-annual APG Creative Planning Awards Book.
posted by CB @ 10:19 PM
5 Comments:
Todd Sampson wins best insight for "Inner Child"? Brilliant. Everyone knows it was originally an idea for Arnott's written by two hungry creatives which then got bottom drawered and pulled out by the same creatives for Maccas at Burnett's. Give me a break.
You could cut Todd some slack and suggest that he provided an incisive strategy, which those eagle-eyed creatives realised meshed beautifully with a bottom-drawer concept they had.
Or you could keep on bagging planners, suits and everyone else involved in the advertising process who isn't an "actual" creative.
Up to you.
right on the money 11.31am
Go Schlongy!!
Planners should research consumers to write a good brief. Nothing else. End of story.
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