Wieden wins the Kelly’s grand prize; Crispin, Carmichael Lynch get top honors Before this year’s Kelly winners were announced, many observers at the black-tie dinner at Chicago’s Navy Pier were hard- pressed to pick a single standout ad. Unlike past events sponsored by the Magazine Publishers of America, when campaigns for Volkswagen and Altoids claimed attention, no lone entry generated buzz.
Despite stiff competition, Wieden + Kennedy, Portland, Ore., took the $100,000 grand prize for its Alta Vista campaign, part of last year’s relaunch effort for the 5-year-old search engine. The 25 finalists were presented, then narrowed to three nonmonetary awards, then the grand prize. In addition to the top honor, Wieden’s Alta Vista work took the prize for being best at meeting the campaign’s objectives.
“We wanted to reinforce the functionality of the site and create an emotional connection,” says Robin Joy, director of advertising and marketing strategy for Alta Vista. Wieden responded with a theme that incorporated a search box paired with provocative images.
“We wanted mostly journalistic photos,” says art director Monica Taylor. But according to her partner, copywriter Derek Barnes, “We found out how few great photos there are.” “Our art buyers became investigative reporters,” adds Taylor. One image shows Chinese Christians praying, paired with the text, “What does God’s house look like?”
Taylor says such questions inspired the campaign, since Alta Vista is designed to respond intelligently to user’s questions. “It was like an oracle. We started asking it pretty tough questions.” Joy is pleased with the result. “We have seen an increase in unique users and awareness of [our brand],” she says.
Other awards included best design and graphics, which went to Crispin Porter & Bogusky, Miami, for a Giro Sports Design. The campaign combines simple, one-word headlines with images of bike helmets arranged to look like lungs, fire and a butterfly.
The idea for the images grew organically from the helmet’s designs, says Alex Bogusky, creative director for the campaign. The team considered several images, including turtles, before choosing the final three. “We tried to show [Giro] in a way that would surprise you,” Bogusky says.
Carmichael Lynch, Minneapolis, won the award for best headline and copy for its “Defending Our Turf” Harley Davidson campaign. As creative director Jim Nelson says, “Competitors were making knockoffs of Harleys. They never used to do that.”
In addition, Carmichael has had the account for 20 years, so the challenge was to keep it fresh. “What’s good [about Harley] is also what’s hard. The themes don’t change that much,” Nelson explains. The team’s answer? “Revel in Harleyness,” says Nelson.
The Carmichael ads feature photos of the motorcycles along with descriptive copy, such as “Wheels spin. Chrome flashes. Fresh wind clears out your head. Thick Harley sound pours out your pipes. Generations of riders would tell you they could happily spend eternity here.” K
Agency — Client — Title
Arnold Communications, Boston — Volkswagen — Standard Features
Carmichael Lynch, Minneapolis — Porsche — Repositioning a Legend
Carmichael Lynch, Minneapolis — Rapala — How To
Fallon, Minneapolis — BMW — 3 Series
Fallon, Minneapolis — Nordstromshoes.com — Make Room for Shoes
FCB Worldwide, Southfield, Mich. — DaimlerChrysler — Jeep Brand
Goodby, Silverstein & Partners, San Francisco — Hewlett-Packard — True to the Original
Goodby, Silverstein & Partners, San Francisco — Nike — Inner Actives Sports Bra
Goodby, Silverstein & Partners, San Francisco — Nike — Women’s Voice Scrapbook
Kirshenbaum Bond & Partners, New York — Freeagent.com — Escape
Kirshenbaum Bond & Partners, New York — Target — Fashion Housewares
Leagas Delaney, San Francisco — Adidas — Runners. Yeah, We’re Different
Leo Burnett USA, Chicago — Heinz — Ketchup
Lowe & Partners, New York — Mercedes-Benz — Words
Lowe & Partners Worldwide, NY/The Martin Agency,
Richmond, Va./Lowe Brindfors, Stockholm — Saab — Vs. Campaign
Messner Vetere Berger McNamee
Schmetterer Euro RSCG, New York — Evian — L’Original
Mullen, Wenham, Mass. — L.L. Bean — Start Here, Go Anywhere
Saatchi & Saatchi, San Francisco — Hewlett-Packard — The Dialogue Campaign
TBWA\Chiat\Day, New York — Seagram — Glenlivet, One Place, One Whiskey
Vitrorobertson, San Diego — Taylor Guitars — Storybook
Wieden + Kennedy, Portland, Ore. — Nike — Golf
Wieden + Kennedy, Portland, Ore. — Nike — Tennis