NEW YORK: Frito-Lay's campaign "The Orange Underground", produced by Goodby, Silverstein & Partners for the company's Cheetos brand, took the top honours at the 2009 David Ogilvy Awards for Excellence in Advertising Research.
The campaign won the Grand Ogilvy Award, presented at ARF Re:think 2009, full coverage of which can be found here.
It encouraged consumers to commit "Random Acts of Cheetos" – which had a number of "rules", the third of which was simply to "stick it to The Man" – and is the latest example of Goodby, Silverstein & Partners' unique approach to planning, as discussed here.
Another top award went to Barack Obama's presidential campaign, which earned the ARF's Research Achievement Award, and has previously been argued to have set an example of how to conduct successful online marketing campaign.
Goodby, Silverstein & Partners also received the Research Innovation Award for its "Where Amazing Happens" campaign for the National Basketball Association, which ran on channels including television and online.
The Ogilvy Awards are based on the application of research in four creative marketing elements: strategy development, creative development and refinement, the direction of media exposure, and demonstration of marketplace effectiveness.
Bob Barocci, president/ceo of the ARF, argued that "now more than ever, intelligent research is needed to guide decision making in our businesses."
Other winners in individual categories included Audi, Microsoft, the Bank of America and Procter & Gamble.
To view a full list of winners, and creative from most of the winning campaigns, click here.
Data sourced from WARC Online