BBDO, Mono win at 2010 O'Toole Awards

28 September 2010

NEW YORK: BBDO, The Martin Agency and Mono were among the big winners at the 2010 O'Toole Awards, held in New York last night.

The annual event, which is run by the 4A's and recognises overall creative excellence, took place on the opening night of 2010 Advertising Week.

Full coverage, from Warc's US editor Geoffrey Precourt, can be found here.

Mono, from Minneapolis, claimed the honours in the small agency pool, which judged shops with less than 100 staff and entering three pieces of work representing separate brands.

Its campaign for Blu Dot's flagship New York store tapped in to the tradition of “curb mining” - searching the streets for discarded furniture - by distributing "Real Good Chairs" containing tracking devices.

Secondly, a campaign for SC Johnson's eco-friendly household cleaning line Mrs Meyer's Clean Day mixed old and new media to dispense no-nonsense advice from septuagenarian mother Thelma Meyer.

Elsewhere, Mono adopted a light-hearted approach to infertility on behalf of EMD Serono, avoiding restricted areas including print and TV in favour of a five-part online series and guerrilla marketing.

In the mid-sized-agency class, featuring entrants with between 100 and 299 employees, BBH New York won for its work for accounts like Ally Bank, Vaseline and Sprite.

BBH's competition came from Colle + McVoy and Carmichael Lynch, both in Minneapolis, New York's DeVito/Verdi and McKinney, Durham, NC.

BBDO New York, which currently retains clients such as AT&T, Federal Express, General Electric and Armstrong Flooring, picked up the large agency plaudits.

DDB New York, Crispin Porter + Bogusky in Miami and Boulder, and Leo Burnett's Chicago office completed the finalists in this field.

The Martin Agency, in Richmond, Virginia, received the "O'Toole Box" for a single campaign, thanks to its "We Choose the Moon" initiative promoting the John F. Kennedy Presidential Library and Museum.

This programme celebrated the mission to the moon 40 years later to the exact second, with recreations from launch build-up to landing.

Twitter feeds simulated dialogue between the astronauts and Houston command centre, alongside mobile apps and a range of digital and traditional channels.

"What we try to judge is how good is an idea is - how exciting and engaging it is," said Chuck Porter, chair, Crispin Porter + Bogusky, and chair of the 4A's Creative Committee, which oversees the O'Toole Awards.

"There are some terrific small emerging agencies doing great work. And, some of them are names you've never heard before - companies that have never been among the list of finalists we keep hearing over and over.

"It truly was heartening."

To read more detailed coverage of the 2010 O'Toole Awards, click here.

Data sourced from Warc