Leisure & Lifestyle

Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.

2001 GOLD

The Walkman Has Landed

In 1979 Sony introduced the world's first portable music device: The Walkman. However, over the past 20 years the dynamic and youthful edge of the Walkman brand had been lost. We needed to create pageantry around the Walkman brand as our greatest leveragable asset in order to reinvigorate the brand for a new generation of music enthusiasts and secure leadership in the portable audio category. "The Walkman Has Landed" campaign has revitalized the Sony Walkman brand both in minds and in the marketplace.

Brand: Sony
Client: Sony Electronics Inc.
Agency: Young & Rubicam
Language: English

2001 SILVER

FootJoy SignBoy Campaign

In an effort to reach young golf consumers, the FootJoy SignBoy campaign was created to position FootJoy as a contemporary and cool brand, while continuing to reinforce its position as the shoe of choice of the world's best golfers. The SignBoy campaign struck a chord with consumers, was recognized as the story of the PGA Show, and increased overall FootJoy sales beyond expectations.

Brand: FootJoy
Client: Acushnet Company
Agency: Arnold Worldwide
Language: English

2001 SILVER

Need A Little More Accuracy?

To tout its reformulated Fat Shaft Irons, Wilson needed to intrigue golfers so that they would be convinced that they needed a costly new set of irons. When buying new clubs, golfers want a lot for their money, but ultimately they want better scores. And how do you lower scores? By improving accuracy. The campaign literally equated Fat Shaft Irons with accuracy.

Brand: Wilson Fat Shaft Irons
Client: Wilson Sporting Goods Co.
Agency: DDB Chicago
Language: English

FINALISTS

EPIC The Irish Emigration Museum How EPIC set the record straight on who the Irish really are.

The National Lottery A campaign so successful, it had to be pulled

The National Lottery How The National Lottery started dreaming big again