Saatchi & Saatchi's Army Recruitment Scratchcard campaign marched off with the coveted new Grand Prix Award at the annual DMA-Royal Mail Awards, announced Monday evening at London’s Grosvenor House Hotel. Saatchi’s battle honours on behalf of the Army also extended to Gold for the Best Use of Copy plus two Highly Commended citations.
Enthused Marc Nohr, chair of the judging panel: “The Army Scratchcard won because of its simplicity and its efficacy. The simplest of all ideas executed perfectly. It showed audience insight in terms of the way it used the media and targeted its audience. The creative work was fundamentally interactive and it used an incredibly simple idea, incredibly well and very successfully. It pushed the boundaries and worked!"
But leading the honours vanguard was Craik Jones Watson Mitchell Voelkel, whose spoils of war totalled an impressive twelve Awards - one Gold apiece for the shop’s work on Virgin Trains and Land Rover, five Highly Commended and five Finalist Awards.
Oneagency gained two Golds, respectively for the Northern Ireland Tourism Board and Glenmorangie, plus three Highly Commended Awards; while Rapier continued last year's successful work for Cable & Wireless with two Golds, one Highly Commended and three Finalist Awards.
Five other Golds were awarded - one apiece to YESCentral for Logica; DLCF for Cap Gemini Ernst & Young; ehsrealtime for Diesel SPA; BHWG Proximity for Volkswagen; and KLP Euro RSCG for The Guardian
Said DMA director of marketing Mike Barnes: “The category changes made to the Awards this year were conceived to cover the increasing breadth and depth of the dm industry. The amazing calibre and diversity of work showcased certainly proves it was a good move. There were some fabulous entries".
News source: DMA (UK)