New York, NY (June 14, 2006)—Chicago, Illinois-based Leo Burnett won the Magazine Publishers of America (MPA) $100,000 Grand Prize Kelly Award for outstanding magazine advertising for its Burn Through campaign for Altoids, it was announced by Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, MPA. The Kelly Awards are bestowed annually to agency creative teams and advertising clients whose magazine campaigns demonstrate both creative excellence and effectiveness in meeting campaign objectives.
This year marked the Kelly Awards 25th anniversary, and the celebration and awards presentation took place today during lunch at the Association of National Advertisers Masters of Integrated Marketing Conference in New York City. More than 300 magazine, advertising agency and client executives were in attendance at the luncheon at Cipriani 42nd Street.
Winning the Gold Kelly prize was Bartle Bogle Hegarty (New York, NY), for its How Dirty Boys Get Clean magazine campaign for Unilevers Axe shower gel. Crispin Porter + Bogusky (Miami, FL) was awarded the Silver Kelly for its MINI Gas Tank Sticker Inserts magazine campaign.
Awards were also presented in six new categories introduced in 2006: Best Integrated Campaign, Best Public Service Campaign and four awards for Best Magazine Ads by Size. The Best Integrated Campaign, which had to include one magazine component and one or more other media components, was presented to Crispin Porter + Bogusky for its MINI Counterfeit Campaign. Arnold Worldwide (Boston, MA) and Crispin Porter + Boguskys joint campaign for the American Legacy Foundation Truth Found campaign was named the Best Public Service Campaign.
Winners of Best Magazine Ads by Size include: for Best SpreadWieden+Kennedy (Portland, OR) Womans Fall 2005 campaign for Nike; for Best Multiple PageOgilvy & Mather (New York, NY) My Life. My Card. campaign for American Express; and for Best Full-PageLeo Burnett Mints campaign for Altoids; for Best Inserts/OutsertsCrispin Porter + Bogusky Board Passes campaign for Virgin Atlantic Airways.
Crispin Porter + Bogusky and Leo Burnett were the only agencies to receive multiple wins. Crispin Porter + Bogusky took home four Kelly Awards, and Leo Burnett took home two. The Ogilvy & Mather-American Express campaign was the only finalist campaign that featured celebrities, and was in fact shot by celebrity photographer Annie Liebovitz.
What all the winning and finalist Kelly campaigns have in common is an understanding of how to use the magazine medium to connect with consumers and get them to act, said Ms. Oppenheim. From stunning photography and illustrations, to witty and evocative copy, to surprising and interactive elements, were proud to honor such exemplary magazine ad campaigns in the 25th year of the Kelly Awards.
Images of the Kelly Award winner and finalist campaigns are available on www.kellyawards.org.
THE WINNERS OF THE 2006 KELLY AWARDS
Campaign objectives, results and credits
Grand Prize Kelly: Leo Burnett for Altoids Burn Through
Altoids wanted to introduce its Cinnamon Gum and increase brand share in the gum category. The result: The Burn Through campaign contributed to a significant sales spike within the first six months of the products launch.
The Leo Burnett team for this campaign included: G. Andrew Meyer, Creative Director; Noel Haan, Creative Director; Jeremy Smallwood, Art Director; Pam Mufson, Copywriter; and Tony DOrio, Photographer.
Gold Kelly: Bartle Bogle Hegarty for Unilever/Axe Shower Gel How Dirty Boys Get Clean
Axe Shower Gel wanted to boost dollar share through news about its shower gel. The result: The Dirty Boys campaign attained 6.7% dollar share, 70% total brand awareness and became the number one male shower gel brand.
The Bartle Bogle Hegarty team for this campaign included: William Gelner, Creative Director; Nick Klinkert, Art Director; Tom Kraemer, Copywriter; and Tom Hido, Photographer.
Silver Kelly: Crispin Porter + Bogusky for MINI Insert Campaign
MINI looked to Crispin Porter + Bogusky to help grow sales. The result: MINIs sales rose for the fourth year in a row.
The Crispin Porter + Bogusky team for this campaign included: Alex Bogusky, Executive Creative Officer; Andrew Keller, Creative Director; Kat Morris, Art Director; Steve OConnell, Copywriter; Ronny Northrop, Copywriter; Maureen Bongiovanni, Copywriter; Julieana Stechschulte, Print Producer; David Niblick, Print Producer; Sebastian Gray, Art Producer; House, Illustrator; and Andy Cruz, Illustrator.
Best Integrated Campaign: Crispin Porter + Bogusky for MINI Counterfeit Integrated Campaign
MINI sought to increase genuine brand awareness and sales, while driving consumers to dealerships and its website. The result: Brand awareness jumped more than 9%, dealer and web traffic went up significantly, and sales spiked more than 23% versus the same period in the prior year.
The Crispin Porter + Bogusky team for this campaign included: Alex Bogusky, Executive Creative Director; Andrew Keller, Creative Director; Jeff Benjamin, Interactive Creative Director; Steve OConnell, Associate Creative Director; Paul Stechschulte, Art Director; Tiffany Kosel, Art Director; Franklin Tipton, Copywriter; Rob Reilly, Copywriter; Rahul Panchal, Designer; Michael Ferrare, Designer; Sebastian Gray, Photographer; David Niblick, Print Producer; and Julieana Stechschulte, Print Producer.
Best Public Service Campaign: Arnold Worldwide and Crispin Porter + Bogusky for American Legacy Foundation Truth Found Campaign
American Legacy Foundation wanted to prevent and reduce teenage smoking by using disturbing facts about the tobacco industrys marketing practices. The result: The campaign resonated with teens. Teen smoking declined 39%, reaching its lowest point in nearly 30 years.
The Arnold Worldwide and Crispin Porter + Bogusky team for this campaign included: Ron Lawner, Chief Creative Officer; Alex Bogusky, Executive Creative Director; Pete Favat, Executive Creative Director; John Kearse, Creative Director; Tom Adams, Creative Director; Mike Costello, Art Director; Marc Einhorn, Copywriter; Kathy McMann, Producer; Linda Donlan, Producer; and Kelly Schutz, Account Supervisor.
BEST MAGAZINE ADS BY SIZE
Best Insert/Outsert Campaign: Crispin Porter + Bogusky for Virgin Atlantic Airways Boarding Passes Campaign
Virgin Atlantic endeavored to improve ad recall among American outbound international travelers by appealing to their desire for luxury and comfort. The result: The Boarding Passes campaign generated ad recall scores as high as 92%.
The Crispin Porter + Bogusky team for this campaign included: Alex Bogusky, Executive Creative Director; Bill Wright, Creative Director; Andrew Keller, Creative Director; Geordie Stephens, Art Director; Ronny Northrop, Copywriter; Barrie Bamberg, Print Producer; Jessica Hoffman, Art Producer; Carl Posey, Photographer; and Sebastian Gray, Photographer.
Best Full-Page Campaign: Leo Burnett for Altoids Mints Campaign
Altoids wanted to reinvigorate its mints brand awareness in a category saturated with new products and brands. The result: Altoids brand awareness share levels were pumped up overall and for individual products. Peppermint Altoids sales increased 10%, Wintergreen Altoids reached its highest share within the quarter, and Altoids Smalls and Cinnamon Altoids shares spiked.
The Leo Burnett team for this campaign included: G. Andrew Meyer, Creative Director; Noel Haan, Creative Director; Dan Ware, Art Director; Matt Miller, Art Director; Adrien Bindi, Copywriter; Greg Auer,
Copywriter; Dave Derrick, Copywriter; Dave Derrick, Copywriter; Andy Dao, Copywriter; Nick Cade, Copywriter; Nick Cade, Copywriter; Mark Anderson; Copywriter; and Tony DOrio, Photographer.
Best Multiple Page Campaign: Ogilvy & Mather, New York for American Express for My Life. My Card. Campaign
American Express hoped to increase the buzz about its brand and drive traffic to its website by humanizing other iconic brandscelebrities. The result: Traffic to mylifemycard.com grew and American
Expresss profile and buzz heightened, with more than a 5% increase in likability, a 4% hike in ad recall and a 3% lift in overall brand awareness.
The Ogilvy & Mather team for this campaign included: David Apicella, Chief Creative Officer; Chris Mitton, Creative Director; Terry Finley, Creative Director; Kevin Amter, Creative Director; Kate Wilentz, Art Director; Kate McCagg, Copywriter; and Annie Liebovitz, Photographer.
Best Spread Campaign: Wieden+Kennedy for Nike Womens Fall 2005 Campaign
Nike wanted to drive active women to Nikewomen.com and disseminate a message that celebrated womens bodies to create buzz among consumers and the press. The result: In addition to an avalanche of personal letters, emails and phone calls, Nike amassed 47 million-plus unpaid media impressions and more than 140,000 visitors to Nikewomen.com.
The Wieden+Kennedy team for this campaign included: Hall Curtis, Creative Director; Mike Byrne, Creative Director; Mira Kaddoura, Art Director; Kathy Hepinstall, Copywriter; Max Cardelli, Photographer; and Stina Persson, Photographer.
For more on the MPA Kelly Awards, and to view the images and campaign results of the winning and finalist campaigns, please visit www.kellyawards.org.
Premium sponsors of the 25th Annual MPA Kelly Awards include Advertising Age and Creativity. General sponsor is Adweek Magazines.
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