NEW YORK: Vaseline, the skincare brand owned by Unilever, won the Grand Prix at the Jay Chiat Awards for Strategic Excellence 2009, for a campaign created by BBH New York which used word-of-mouth to engage its target audience of female consumers in a unique way.
The Jay Chiat Awards, organised by the 4A's, aim to recognise those planners who have produced the most insightful and impactful work, and were announced during Advertising Week in New York, Warc's coverage of which can be accessed here.
Some 187 entries were received in all – including a record number of international submissions – with a total of ten Gold, 14 Silver, and 13 Bronze Awards ultimately being distributed.
In promoting the launch of Vaseline Clinical Therapy, a moisturiser that offered prescription-strength results but which was available off-the-shelf, BBH was credited with effectively creating a "social movement" among women suffering from dry skin.
The agency also took the Grand Prix in both 2006 and 2007 for work undertaken for Unilever, and picked up two further Golds this year, for The Commission on Presidential Debates Online in the Media Communication category, and for Vaseline as a Campaign for an Existing Brand.
EuroRSCG captured another Gold in the latter category for helping The Atlantic, the 151-year old magazine, reconnect with readers through encouraging people to “Think. Again.” This tagline applied both to their preferred reading matter, and to actively considering the important issues of the day.
TBWA\Chiat\Day was handed this prize for its relaunch of Pepsi, having reassessed the cola brand's marketing strategy over the last century in order to ascertain its broader role in society, and then used this knowledge to help it reassume a position as a "cultural catalyst".
JWT New York gained the same recognition for assisting JetBlue, the air carrier, respond to the negative PR which resulted from hundreds of passengers being stuck on its planes during an ice storm, and reassert its "challenger" status when it came to the conventions of flying.
COLLINS: and the Civic Entertainment Group boasted the only Gold for Brand Experience & Innovative Design, for the establishment of the CNN Grill, which gave consumers the opportunity to participate in political debate in a restaurant environment.
In the Idea for New Product or Content competition, the sole Gold went to MRM Worldwide, for its Straight From Iraq initiative for the US Army, which allowed prospective new recruits to talk directly to real soldiers, rather than only relying on marketing material for information.
With regard to the Research contest, MotiveQuest's bold step of acting on the insight that buyers of Toyota'sPrius were more interested in the environment than the specific brand of hybrid they purchased yielded a Gold from the judges.
For Social Strategy, Goodby, Silverstein & Partners was named as a Gold winner for its activity for Häagen-Dazs, which focused on raising awareness of the rapid decline in the population of honey bees, an essential "work force" in producing its all-natural ice cream.
JWT in Mumbai obtained the same prize for the Teach India programme for its client, The Times of India, which resulted in the recruitment of 100,000 volunteer teachers, and helped over two million children in the country who otherwise may not have received any formal education.
No Golds were awarded for a Campaign for a New Bra
Data sourced from 4A’s; additional content by WARC staff