Three Great Award Successess
Congratulations are in order at our Johannesburg agency after our teams hit an impressive award-winning streak, achieving strong peer recognition from the Creative Circle for some standout advertising in highly contested mainstream categories.
The work was creative, memorable and distinctive across three different disciplines. What’s more, all three executions delivered on client expectations by adhering totally to the strategic brief to ensure key messages from the brand beat the clutter in intensely competitive sectors.
In terms of long-term brand building, being on message and on strategy is more important than being on the winner’s podium … but getting all three right has to be first prize.
In today’s challenging economic environment, competition among brands has never been fiercer. It’s therefore deeply satisfying that in all instances the work achieved impact in markets where competitive activity is acute. So much for the context; here are the details …
The ‘Things Change’ campaign for Doom insecticide did us proud by taking radio category honours in May’s Ad of the Month awards. Airing the dying words of doomed insects to their significant others utilised all radio’s ‘Theatre of the Mind’ attributes. The creative treatment demanded listener engagement and allowed for a little offbeat humour as insects confessed they had been brought to their six knees. The overriding requirement was that the campaign emphasise the efficacy of the product and this strategic theme came over loud and clear.
The Enterprise French Polony campaign (Mother’s Favourites) followed up by dominating the print category in the same monthly awards. Innovation in the lunch meat segment of the food market is rare, but Enterprise did just that, creating an implicit challenge for us to come up with an innovative approach to match. However, the key message was sacrosanct – that Enterprise was creating extra value for mum.
Again, the strategic thrust could not have been more evident and some well-briefed, well executed ads got the nod from the print judges. Both ads took their categories by a comfortable margin. The May awards were preceded by a significant win in March when the Road Lodge campaign (Not much happens when you’re asleep) achieved a notable success in the poster category. Adam Livesey and Matthew Brink were executive creative directors on all three campaigns.
Shelley Smoler was art director on the Road Lodge work while Raphael Basckin was copywriter. On the French Polony campaign they teamed up with creative director Mike Groenewald. On the Doom radio spots Miguel Nunes was art director and the copywriter was Jared Osmond. Congratulations for being on strategy, on message and on song!
Opinion Source: by Reg Lascaris
Keywords: Awards, TBWA\Hunt\Lascaris, Johannesburg, South Africa