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Anti-Tobacco campaign wins media grand prix

21-June-2001
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Anti-Tobacco campaign wins media grand prix

The U.S. won its first Grand Prix of this year's International Advertising Festival on Wednesday when Crispin Porter & Bogusky, Miami, picked up the Media Lions' top award for the Florida Anti-Tobacco Pilot Program. The 'Secrets of a Tobacco Executive' spot was part of Crispin Porter & Bogusky's winning campaign.

The agency wasn't the initial choice for the Grand Prix. The media jury was deadlocked between two other contenders during the first round of voting. One of those two favorites was the U.S. launch of a Nintendo video game called Conker's Bad Fur Day by Starcom Worldwide, Chicago.

"The promotions, radio, TV, college newspaper and magazines were very tightly targeted on the 18 to 24 group; it was unlikely to be seen by anyone not in that target group," said John Gaffney, a media judge and executive VP and media director at Arnold Worldwide, Boston. "We really liked the strategic targeting but there wasn't a single breakthrough idea. If there had been, it would have won hands down."

Even so, Nintendo and Starcom picked up not one but two Media Lions, winning both the "Best Use of Mixed Media" category and a print portion of the winning anti-tobacco effort.

The other Grand Prix contender was the offbeat idea of linking bad moments in sports with Cadbury Confectionery's Minties mint candies. New Zealand agency DDB Auckland worked with a local TV channel that broadcast sports events with a time delay and arranged that whenever there was a mishap, such as a golfer stuck in a sand trap, the caption "Time for a Minties" would run across the bottom of the screen. It was undeniably an innovative use of media but "we questioned the connection between Minties and live sport," Mr. Gaffney said.

The deadlock prompted the judges to reflect on other entries and agree instead on the Crispin Porter campaign.

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