Winners of the FAB Awards 2008 have been announced, and leading the list is Turner Duckworth, London & San Francisco, which was declared ‘Agency of the Year’. The agency won two FAB Awards – ‘Coca Cola Identity’ in Brand Identity, and ‘Honey Good’ for Waitrose in Packaging Design – and had a nomination for Coca Cola Classic, also in Packaging Design. The other winners included Fallon London, Arla Foods, Start Munich and Less Rain Tokyo.
Commenting on being the first non-advertising agency to have won the ‘Agency of the Year’ award, Bruce Duckworth, Creative Director of Turner Duckworth, said, “We are absolutely delighted at being the ‘Agency of the Year’. This win further demonstrates the rapidly changing nature of the communications business, where a design consultancy has forged ahead of the traditional advertising networks with this win.”
The FABulous award for Press and Poster went to Arla Foods, London, for an entry titled ‘Spilt Milk – Snout for Lactofree’, while the FABulous Award for TV/Cinema Advertising went to Fallon, London, for the work titled ‘Gorilla’ done for Cadbury’s Dairy Milk. In the ‘Collateral & POS / Direct / Guerilla Marketing / Integrated’ category, the award went to ‘Start Munich’ for ‘Real Big Burgers Bag’ for Burger King. The FABulous award in the Digital / Interactive category was won by Less Rain, Tokyo, for their work titled ‘Flight Lab’ for Red Bull.
Two new awards – ‘FABulous Client of the Year’ and ‘FAB Futures Award’ – were introduced this year.
The FABulous Client of the Year was bagged by Arun Prabhu of Arla Foods. Commenting on the new award, Neeraj Nayar, President-Awards, FAB Awards, said, “The Client the Year Award is nominated confidentially and completely by the agencies, and this is the very first time that it is actually being awarded. The award was initiated in 2004. Doing great work for food and drink clients is more difficult than in many other categories, be it advertising, packaging, digital or through the line.”
Nayar further said, “Briefs are often tighter, budgets are often lower, and legislation and codes of practice on what can and can’t be said or shown are often restrictive. But, at the end of the day, great work comes out and the FAB Awards were specifically established to recognise the talents of the agency people involved.”
He added, “But it shouldn’t end there. Somewhere, there is a client involved too, and their contribution can make or break creative work. We received several nominations for the same individual and a lot of the work that he was involved with has actually been nominated at the FAB Awards.”
The FAB Awards focuses on creative work done for food and drink brands, and this year it attracted over 3,600 pieces of work from over 65 countries covering integrated, TV, posters and outdoor, press, radio, direct, sales promotion, collateral and point of sale, guerrilla marketing, e-mail campaigns, online advertising, viral campaigns, advertainment, advergames, websites, packaging, logo design, brand identity, retail environment. The work was judged by creative directors from around the world.