Leisure & Lifestyle

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

1996 GOLD

Kids Are Different

The Kids Are Different campaign positions Fuji film as the advanced file of today, right for a different and changing world. Through its colorful and kid-filled executions, Fujifilm planned to increased its advertising awareness and its sales--while competing against an industry giant. Successful on both fronts, Fujifilm has seeded the notion the "Kids are different today." And asks question, "So, why are you taking pictures of them with the same old film?"

Brand: Fujifilm
Client: Fuji Photo Film USA, Inc.
Agency: Angotti, Thomas, Hedge, Inc.
Language: English

1996 SILVER

Max Relaunch Campaign

The objective of the Max Relaunch campaign was to successfully establish Max as a viable product in the fine art marketplace by increasing awareness and encouraging trial via a sample offer, as well as in-store purchases. Specifically, we positioned Max Grumbacher as the only high quality professional oil paint that is so easy to clean up that all you need is soap and water. This product news was supported by it's breakthrough patented formula that allows oil paint users to avoid the hassles of cleaning up with toxic solvents like turpentine. The results were outstanding; 1995 sales are up 96%(+140% versus objective) and 800 number calls since July 25, 1994 when the campaign broke are approximately 34,500(+140% above objective).

Brand: Max Grumbacher Artists' Oil Color
Client: Koh-I-Noor, Inc.
Agency: Allen & Gerritsen, Inc.
Language: English

1996 BRONZE

Capture The Power

The "Capture the Power" campaign introduced the Taylor Made Burner Bubble metalwood, a product with a radical new technology. In addition to doubling the brand's market share, advertising sought to drive the brand's image as an innovator in game improvement golf equipment. The results far exceeded even our most optimistic projections: sales were 85% over goal, brand image improved rapidly, and most importantly, consumers demonstrated an enormous enthusiasm for the ad campaign.

Brand: Taylor Made
Client: Taylor Made Golf Company
Agency: Bozell/Salvati Montgomery Sakoda
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