BWM’s ‘1000 Mums’ Kmart campaign wins Gold at 2013 David Ogilvy Awards held in NY on Mar 19th
BWM’s ‘1000 Mums‘ campaign for Kmart wins Gold Award in the International category at the 2013 ARF David Ogilvy Awards at the Marriott Marquis in New York on Tuesday night (March, 19).
BWM were tasked with reigniting the market’s interest in the brand that had been all but abandoned by its primary market – mothers. On July 11th, Kmart closed one of its stores in outer suburban Melbourne, and invited 1,000 real mums to ‘guess’ the price of certain every day products.
Wieden + Kennedy, Portland’s ‘Thank You Mom‘ campaign for Proctor & Gamble and the P+G London 2012 Olympic Games was the Grand Ogilvy Winner demonstrating the most successful use of research in the creation of superior advertising.
Venables, Bell & Partners was awarded the Research Achievement award for its “Slim Jim Man Medicine” campaign for Con Agra Foods’ Slim Jim and DDB San Francisco won the Research Innovation for Glad’s “Stronger Stand Against Waste” campaign for The Clorox Company.
GRAND OGILVY WINNER
SPORTS, ENTERTAINMENT & MEDIA:
“P&G London 2012 Olympic Games ‘Thank You Mom'” Procter & Gamble
RESEARCH: Ipsos ASI, Nielsen
AGENCY: Wieden + Kennedy
MEDIA: Carat, Starcom MediaVest Group
RESEARCH ACHIEVEMENT
PACKAGED GOODS
“Slim Jim Man Medicine” Slim Jim, ConAgra Foods
RESEARCH: C&R Research, Think Conservatory, Communicus, IRI, The NPD Group
AGENCY/MEDIA: Venables, Bell & Partners
RESEARCH INNOVATION
FASHION & HOUSEHOLD ITEMS
“Stronger Stand Against Waste” Glad, The Clorox Company
RESEARCH: Kelton Research, Hall & Partners Research, Sands Research
AGENCY: DDB San Francisco, Clorox Digital Labs, Current, Effect Partners, Evolution Bureau
MEDIA: OMD
CONSUMER ELECTRONICS
GOLD: “Windows 8 Advertising Campaign” Windows 8
RESEARCH: PSB, GfK, IAG Nielsen, Bluefin Labs
AGENCY: R/GA, Crispin Porter & Bogusky, JWT
MEDIA: Starcom MediaVest Group
DIGITAL & MEDIA
GOLD: “Bellator MMA Live Launch” Spike TV
RESEARCH: Spike TV, Three Group
AGENCY: Fallon
MEDIA: Horizon Media
FASHION & HOUSEHOLD PRODUCTS
GOLD: “Stronger Stand Against Waste” Glad
RESEARCH: Kelton Research, Hall & Partners Research, Sands Research
AGENCY: DDB San Francisco, Clorox Digital Labs, Current, Effect Partners, Evolution Bureau
MEDIA: OMD
GOVERNMENT, NONPROFIT AND PUBLIC SERVICE
GOLD: “Obama for America” President Barack Obama
RESEARCH: Benenson Strategy Group, David Binder Research, Harstad Strategic Research, Anzalone Liszt, The Feldman Group
AGENCY: Obama for America Media Team: GMMB, AKPD Message & Media
MEDIA: Obama for America Media Team: GMMB, AKPD Message & Media
HEALTH & PERSONAL CARE
GOLD: “Good Health Starts Here” Delta Dental of Missouri
RESEARCH: Brand Keys
AGENCY: Advertising Savants
MEDIA: Advertising Savants
INTERNATIONAL
GOLD: “1000 Mums” Kmart (Australia)
RESEARCH: Forethought Research
AGENCY: BWM
MULTICULTURAL
GOLD: “PowerAde Believe” PowerAde, The Coca-Cola Company
RESEARCH: Millward Brown
AGENCY: Madre
PACKAGED GOODS
GOLD: “Slim Jim Man Medicine” Slim Jim, ConAgra Foods
RESEARCH: C&R Research, Think Conservatory, Communicus, IRI, The NPD Group
AGENCY: Venables, Bell & Partners
MEDIA: Venables, Bell & Partners
PHARMACEUTICAL
GOLD: “Project ‘Money Ball'” STELARA
RESEARCH: Draft FCB
AGENCY: Draft FCB
MEDIA: J3
RESTAURANTS & OTHER EATERIES
GOLD: “Sea Food Differently” Red Lobster
RESEARCH: InsightStorm; Millward Brown; M/A/R/C; HRCP; GfK
AGENCY: Grey
MEDIA: Starcom MediaVest Group
RETAIL & E-TAIL
GOLD: “Take Vacation Back” Orbitz
RESEARCH: Millward Brown, Invoke, The Insight Scout, GfK, The Research House, Insight Express
AGENCY: BBDO
MEDIA: Optimedia, Spark
SPORTS+ENTERTAINMENT+MEDIA
GOLD: “P&G London 2012 Olympic Games ‘Thank You Mom'” Procter & Gamble
RESEARCH: Ipsos ASI, Nielsen
AGENCY: Wieden + Kennedy
MEDIA: Carat, Starcom MediaVest Group
1 Comment
WHAT?!?!?! HAHAHAHAHAHAHAHA This isnt real is it?