BBH's Johnnie Walker wins Effectiveness Grand Prix
LONDON - Bartle Bogle Hegarty's global campaign for Diageo's whisky Johnnie Walker has won the Grand Prix at the 2008 IPA Effectiveness Awards, which rewards campaigns for demonstrating commercial payback.
Started in 1999, the campaign has transformed the brand and produced a total sales growth of 48% and incremental sales of $2.21bn (£1.41bn).
BBH created the campaign to exploit research that found men in the 21st century judged success not to be about displays of status but about having a thirst for self-improvement.
It resurrected Johnnie Walker's brand icon 'The Striding Man' to establish the connection between the desire to progress and the brand.
This particular aspect of the work was praised by Sir John Sunderland, the former chairman of Cadbury and chairman of the Effectiveness Awards judges.
"The longevity and global effect of this campaign made a great impact," he said. "It was particularly impressive to see existing iconography and brand heritage used as the basis for a revitalised and universal campaign; this is a powerful message for all marketers."
The campaign was also awarded a Gold and a special prize of Best International Multi-Market campaign.
The agency won other awards including Effectiveness Company of the Year, a Gold for its KFC campaign, a Silver for its Audi campaign and a Bronze for its Cadbury's Biscuits campaign.
Rainey Kelly Campbell Roalfe/Y&R's crime reduction campaign for the Home Office picked up four awards -- a Gold, the Charles Channon Award for Best New Learning, the Simon Broadbent Award for Best Dedication to Effectiveness, and Best Media.
The other Gold-winning campaigns were the rebrand of UKTV G2 as Dave by Red Bee Media for UKTV and 'Try Something New Today' by Abbott Mead Vickers BBDO for Sainsbury's.
The awards were held last night at a black-tie gala ceremony at the Hurlingham Club in London and were headline sponsored by Thinkbox.
The full list of winners is:
Grand Prix - Bartle Bogle Hegarty for Johnnie Walker, Diageo
Effectiveness Company of the Year - Bartle Bogle Hegarty
The Charles Channon Award for Best New Learning - RKCR/Y&R and The Home Office for Acquisition Crime
The Simon Broadbent Award for Best Dedication to Effectiveness - The Home Office
Best Integration - Abbott Mead Vickers.BBDO for Sainsbury's
Best Media - RKCR/Y&R and The Home Office for Acquisition Crime
Best Small Budget - DDB London for Radley
Best International Single Market - Ogilvy & Mather Vietnam for Public Awareness Campaign for Helmet Wearing, Asia Injury Prevention Foundation
Best International Multi-Market - Bartle Bogle Hegarty for Johnnie Walker, Diageo
Bartle Bogle Hegarty for Johnnie Walker, Diageo
Bartle Bogle Hegarty for KFC
RKCR/Y&R and The Home Office for Acquisition Crime
Red Bee Media and UKTV for Dave
Abbott Mead Vickers.BBDO for Sainsbury's
Bartle Bogle Hegarty for Audi
RKCR/Y&R for Danone Activia
JWT for De Beers
Miles Calcraft Briginshaw Duffy for Direct Payment, DWP/COI
Ogilvy Advertising and MindShare for Dove, Unilever
MediaCom and 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, Virgin Atlantic Airways
Miles Calcraft Briginshaw Duffy for Waitrose
WCRS, Mediaedge:cia and Incentivated for Cabwise, Transport for London
Bartle Bogle Hegarty for Cadbury's Biscuits, Burton's Foods
RKCR/Y&R for Learndirect, UFI
DDB London for Marmite, Unilever
Delaney Lund Knox Warren & Partners for Morrisons, Wm Morrison Supermarkets
Ogilvy & Mather Advertising Beijing for Motorola, Motorola (China) Electronics
LyleBailie International for Road Safety, Department of Environment (Northern Ireland) and the Road Safety Authority (Republic of Ireland)
Miles Calcraft Briginshaw Duffy and MediaCom for Trident, Metropolitan Police Service
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