Client: Abbey Life
Agency: TBWA Payne Stracey
Copywriter: Jacqui Cullen
Art director: Polly Beale
Client: Rover Cars
Agency: Ammirati Puris Lintas
Copywriter: Simon Wood
Art director: Mick Oxberry
Client: Saatchi & Saatchi
Copywriter: Gary Sharpen
Art director: Dave Hobbs
Vets and dentists were targeted in Abbey Life’s offer of a financial
planning service and review if they contacted the company’s call
The brief was to obtain pre-qualified appointments for follow-up at a
reduced cost per lead compared with other solicitations.
For this, the pack required an approach that would enable it to bypass
the system where surgery staff or receptionists intercept and discard
The device employed was a mock X-ray, which at first sight appeared
authentic, and which on closer examination established the
It is noted by the agency that while professional groups represent
potentially high-value customers, their lifestyles make them difficult
to communicate with.
Nevertheless, careful selection, from professional body mailing lists,
and strong creative work resulted in a 50% reduction in the target cost
The judges applauded the X-ray device and other art direction. ’It was a
big idea without a tremendous amount of money behind it,’ they said.
It was also pointed out by the judges that this is a difficult category
upon which to adjudicate, since personal taste is involved. ’It goes
beyond layout and design; the art director has input in the copy and
headlines also, which were well considered and crafted.’
The Mini was first designed by Alex Issigonis on the back of an envelope
but, 40 years later, art director Mick Oxberry probably employed a more
sophisticated approach for this pack. It was designed to bring out the
fun and enthusiasm of the brand, offering options from accessory packs -
sports, luxury, retro and fashion.
As well as promoting this year’s Mini range, it set the scene for the
launch of a new model in the millennium year.
Saatchis’ graduate recruitment pack won the category for creative copy,
and this award recognises that the excellence of the text was
complemented by the art direction.
The pack was designed to enthuse graduates about joining the agency,
explain the Saatchis culture and aid selection (or rejection) by setting
tasks which would disclose whether the applicant would fit in.
’It’s the first time that creativity has been applied to an application
form,’ the agency claims.