BWM’s ‘1000 Mums’ Kmart campaign wins Gold at 2013 David Ogilvy Awards held in NY on Mar 19th

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Kmart.jpgBWM’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