LONDON: The global "Keep Walking" campaign for Johnnie Walker won the coveted Grand Prix at the annual IPA Effectiveness Awards, held in London last night. Bartle Bogle Hegarty, the whisky brand's creative agency of record, also picked up the title of Effectiveness Company of the Year.

Running in some 120 countries worldwide, the "Keep Walking" campaign was further honoured with the Best International Multi-Market special prize.

It was credited with transforming the fortunes of Johnnie Walker, having helped deliver sales growth of 48% and incremental sales totalling around $2.21 billion (€1.73bn; £1.38bn). 

BBH, which is part-backed by Publicis, won another Gold Award for its work for Kentucky Fried Chicken, a Silver for its creative output for Audi, and a Bronze for its marketing efforts for Cadbury's Biscuits.

Further Gold Awards went to the Home Office and RKCR/Y&R for their campaign focusing on stopping acquisition crime; Sainsbury's and AMV.BBDO for "Try Something New Today"; and UKTV and Red Bee Media for the rebranding of the digital television channel Dave.

All the case studies from the IPA Effectiveness Awards are exclusively available on WARC Online. Subscribers can access the papers here.

Sir John Sunderland, chairman of judges for the Awards and former chairman of Cadbury, said: "The judges have been particularly impressed by the high overall quality of submissions this year, both in content and presentation.

“However, the Johnnie Walker story is an outstanding and sustained achievement in which advertising has played the pivotal role. Congratulations also to BBH for the breadth of their success this year."

A total of five Gold Awards, ten Silver Awards and eight Bronze Awards were presented in all. These were as follows:
Gold Awards

  • BBH for Johnnie Walker (Diageo)
  • BBH for Kentucky Fried Chicken
  • RKCR/Y&R and The Home Office for Acquisition Crime
  • Red Bee Media/UKTV for Dave
  • AMV.BBDO for Sainsbury's

    Silver Awards

  • BBH for Audi
  • RKCR/Y&R for Danone Activia
  • JWT for De Beers
  • MCBD for Direct Payment (DWP/COI)
  • Ogilvy/MindShare for Dove (Unilever)
  • MediaCom/M&C Saatchi for Lucozade Sport (GSK) 
  • Ogilvy & Mather Vietnam, Public Awareness Campaign for Helmet Wearing (Asia Injury Prevention Foundation)
  • DDB London for Radley
  • RKCR/Y&R for Virgin Atlantic
  • MCBD for Waitrose
    Bronze Awards
  • WCRS/Mediaedge:cia/Incentivated for Cabwise (Transport for London)
  • BBH for Cadbury's Biscuits (Burton's Foods)
  • RKCR/Y&R for Learndirect
  • DDB London for Marmite (Unilever)
  • DLKW & Partners for Morrisons
  • Ogilvy & Mather Advertising Beijing for Motorola (China)
  • LyleBailie International for Road Safety, Department of Environment (NI) and the Road Safety Authority (ROI)
  • MCBD/MediaCom for Trident, Metropolitan Police Service
  • Data sourced from IPA; additional content by WARC staff