CHICAGO: A campaign for British Airways created by OgilvyOne has won the Grand Prix at the 2014 Jay Chiat Awards for Strategic Excellence.
It was presented yesterday afternoon at the 4A's Strategy Festival in Chicago. A shortlist of 42 entries in five categories was whittled down by the judges to include four Golds, nine Silvers and 15 Bronzes. There were Honourable Mentions for a further 14 campaigns and six Special Prizes for such things as the best brief and the best use of research. Warc subscribers can read a selection of the winning entries here.
Visit Mum, the winning British Airways' campaign, which also won a Gold in the National Strategy category, used emotional storytelling to encourage more North Americans to fly BA when visiting relatives in India. Where other airlines flying this route talked about how authentically Indian they were, BA instead focused on why people were travelling to India by featuring a mother and son in a five minute video. This helped BA stem losses and gain 3.3% in market share in four months.
A second Gold in the National Strategy category went to the Procter & Gamble dental care brands Crest & Oral-B for a Halloween-themed campaign created by Publicis Kaplan Thaler.
The other two Golds came in the Regional Strategy category – Channel Thirteen for its 'TV gone wrong' campaign by CHI&Partners NY, featuring an imaginary threat from reality TV programmes – and in the Non-Profit category – Lebanese charity Sawa Mninjah for 'Rescue Radio' by Memac Ogilvy & Mather, which offered hope to abused foreign domestic workers via disguised radio ads.
No Golds were awarded in the categories of Global Strategy and Product/Service Creation.
Among the Silvers in the National Category was a campaign created by Saatchi & Saatchi for Cheerios, the General Mills-owned breakfast cereal. When it decided to step away from functional claims in order to widen its appeal, it talked about love and how Cheerios featured in people's everyday life. The inclusion of an inter-racial family in the ad generated some controversy but the brand won support for its stance and ultimately increased volume sales.
A rather less serious beer campaign also won a Silver in this category. 'If we made it', by Droga 5 for Newcastle Brown Ale, applied the brand's 'no bollocks' approach to advertising during the Super Bowl build-up in the US. Without a Super Bowl-sized budget, it instead offered behind-the-scenes interviews, films of focus group responses and a trailer, all for an ad it never made.
Data sourced from Jay Chiat; additional content by Warc staff