Leisure & Lifestyle

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

1998 SILVER

See What Develops

By 1995, instant photography had lost its relevance for consumers in the face of easy-to-use 35mm and disposable cameras and one-hour developing centers. The Polaroid brand had largely faded from view, and Polaroid sales were declining steadily. But less than two years later, many consumers have renewed in instant, the Polaroid brand has been revitalized, and Polaroid camera and film sales are up 13% and 1% respectively. This turn-around was sparked by the "See What Develops" campaign which humorously reminds people that sometimes, only a Polaroid will do.

Brand: Polaroid
Client: Polaroid Corporation
Agency: Goodby, Silverstein & Partners
Language: English

1998 BRONZE

What If...

Skateboarders are about the most cynical bunch of consumers around, and many were suspect if not downright hostile to the idea of Nike entering the market. Nike wanted to make those skateboarders believe that Nike really understands them and will be good for skateboarding. By putting a humorous spin on a powerful insight about how skateboarders believe they're treated, the "What if we treated all athletes the way we treat skateboarders" campaign has won over skateboarders around the country and made them believe that Nike knows them and has the guts to defend them and their sport.

Brand: Nike
Client: Nike, Inc.
Agency: Goodby, Silverstein & Partners
Language: English

1997 GOLD

Golf Isn't Brain Surgery... Its Harder

Odyssey makes premium insert-putters. The campaign was designed to present them as leader and a dominant force in force in the golf industry. This campaign was created to show consumers that Odyssey is a different kind of golf company. One that understands their golf needs and frustrations. A campaign that reminds golfers that the game"Isn't Brain Surgery...Its Harder".

Brand: Odyssey Golf
Client: Odyssey
Agency: Vitrorobertson
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