The campaign “Book” for Highland Distillers’ Macallan whisky won its agency, WWAV Rapp Collins U.K., the John Caples International Awards’ Best in Show honor.
The creative director was Paul Readman, writer was Dawn Kermani, art director was Mark Flett and production was by Brian Lynn.
The agency also received first place honors in the consumer direct mail over-$5-per-piece dimensional category for the Macallan campaign, as well as first place for the NSPCC Schools Pack in the direct mail over-$400/M standard consumer category. The creative director and writer on that campaign was Maria Phillips; art director was Andy Todd.
Overall, agencies from the United Kingdom took seven first-place awards, the United States four and Australia three in this year’s Caples, presented Feb. 28 in New York. Agencies from Brazil, Canada, Germany, Ireland, Singapore and Spain won one first-place award each.
Sixty-four percent of this year’s more than 350 Caples finalists were from 23 countries other than the United States. Awards were presented to 95 entries in 37 categories, including 20 first-place, 36 second-place and 39 third-place winners. Seventeen categories had no winners.
Richard Eber, executive vice president and chief creative officer at MRM Partners Worldwide received the 2001 Irving Wunderman Award for his body of creative work.
The 2001 Courageous Client Award went to Women’s Aid Organization for its “Don’t” campaign, created by OgilvyOne Worldwide, Malaysia. The creative director was Tan Kien Eng; writer, Valerie Chen; art director, Theresa Tsany; and production, Sherlyn Tan.
The U.S. first-place winners were:
* The Martin Agency: “What’s a Thumb Good For?”, created for FMC Corp. Valerie Foley, creative director; Brad Gilmore, writer; Ken Spera, art director; and Jan Conception, production (direct mail over $5, dimensional, business, single medium).
* The Martin Agency: “Meeting Hall/Hall of Mistakes/Wedding/House of Mistakes,” created for Champion Mortgage. Steve Bassett, creative director; Josh Gold, writer; Sean Riley, art director; Jenny Kennedy, production (single-medium consumer campaign).
* OgilvyOne: “Overpromise:60,” created for IBM. Bruce Lee, creative director; George Tannenbaum, writer; Lisa Diller, art director; Lee Weiss, production (television over $250K, business, single medium).
* The Verdi Group: Introduction e-mail created for Ardent Learning Inc. Robert A. Green, creative director and writer; Jennifer Wagner, art director; Gina Baker, production (electronic interactive, business, single medium).
Other first-place winners:
* Craik Jones Watson Mitchell Voelkel, U.K.: “Deckchair,” created for Orange (direct mail under $5, dimensional, consumer, single medium).
* M&C Saatchi Direct, Australia: “101 Better Ways to Save” for ANZ Bank (two awards: direct mail under $400/M, standard consumer, single medium; and multimedia consumer campaign).
* Salem Propaganda, Brazil: “Cultures” for ABM AMRO Bank (direct mail retention, consumer, single medium).
* Leonardo, U.K.: “Volunteering World” for VSO (out of home, consumer nonprofit, single medium).
* George Patterson Bates, Australia: “Polaroid and Film” for The National Australia Bank (single-medium business campaign).
* Archibald Ingall Stretton, U.K.: Smythe Tomkinson Willis for self (direct mail under $500/M, standard business, single medium).
* Lowe Live, U.K.; “Bone Phone,” for Call Serve (direct mail over $5, dimensional, business, single medium).
* CP Comunicacion Proximity, Spain: “Session’s in Egipt” for CEPSA Diesel Fuel Heating (direct mail retention, business, single medium).
* OgilvyOne Worldwide, Canada: “The Adventures of John” for Kodak Canada (electronic interactive, consumer, single medium).
* OgilvyOne Worldwide, Germany: “Mission Ole Olsen” for American Express International (single-medium business campaign).
* OgilvyOne Worldwide, Ireland: “Executive Test” for An Post (direct mail under $500/M standard, business, single).
* OgilvyOne Worldwide, Singapore: “Pyramid Power” for self (multimedia business campaign).
The John Caples International Awards-named after the DM pioneer and author-were founded by Andi Emerson in 1978 to honor creative solutions to direct marketing problems.
Creative directors, art directors and copywriters were part of the three-person team for the first two rounds of judging. The third round, judged for art, copy and concept, required individual scores from six judges, all of whom have been creative directors for at least 10 years.
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