Top Story

e4m_logo.png

Home >> International >> Article

Anti-Tobacco campaign wins media grand prix

21-June-2001
Font Size   16
Share
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.

Tags

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

With Shikhar Dhawan as their brand ambassador, a partnership with NBA and FIFA and a Rs.10 crore marketing budget, this sporty start-up is moving strength to strength.

In an interaction with exchange4media, Sinha, the Country Head at Epsilon shared insights on the growth of Epsilon, integration of Artificial Intelligence and the future of other conventional mediums of marketing

The new brand philosophy to go live on 15th October 2017 during the telecast of Zee Rishtey Awards

The rateOOHmeter platform is based on field data of the OOH campaign universe with information on more than 400 brands, 1600 cities, over 3,000 campaigns and around 85,000 OOH inventory across formats...

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited