Caples 2014: Whybin\TBWA Melbourne scores four Golds; Saatchis Sydney wins Best in Show

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4.jpgAustralia has dominated the 2014 Caples scoring a total of five Gold Awards, four Silver Awards and Best in Show at a presentations in New York last night.

Whybin\TBWA Group Melbourne scored the most Gold out of any agency, with four Awards for ANZ ‘GAYTMs’ in the following categories: Ambient/Guerrilla marketing; Social PennythePirateCaples.jpgMedia; Out Of Home and Promotional/activation effort. CHE Proximity scored one Gold for Foxtel ‘Alert Shirt’ in the Integrated campaign category. The campaign also scored CHE another four Silver Awards in Creative use of technology, Direct mail, dimensional, Mobile marketing and Promotional/activation effort.

Saatchi & Saatchi Sydney scored the prestigious 2014 Best in Show title plus one Gold in the  Launch Campaign category and one Bronze Award in Mobile Marketing for OPSM ‘Penny The Pirate’, the campaign that let parents conduct in-home vision testing with children’s books and mobile apps.

Eye health is one of the most important areas of children’s academic development, with 80% of a child’s learning coming as a result of their vision. However, it can be difficult to know whether a child might need an eye test.

 

Working with the University of Melbourne Saatchi & Saatchi created a book that contained three key eye screenings and engaged Kevin Waldron, an award winning children’s author and illustrator to create a story that would make children want to participate.

 

The idea has already helped many parents recognise the importance of eye health in their children and also prompted many to seek the professional assistance of an optometrist.

Winners of the 2014 Caples Awards were tasked to be creative, bold, and results-oriented. But to be direct often means to be courageous, and what takes more courage for a household products brand than to confront a woman in a public restroom with four bare-chested studs, singing and swinging sledgehammers and fire hoses? Henkel and its agency, Shackleton Madrid, disappointed some of those women when all the boys handed them was some free toilet bowl cleaner, but Henkel and its “Flush to Paradise” campaign, which became a YouTube sensation, wasn’t disappointed when it won the 2014 Courageous Client Award.

For more than 35 years Caples have honored the best in direct marketing worldwide. Named for legendary copywriter John Caples, and sponsored this year by ASL Marketing, Dollar Photo Club, and Campaign U.S., the awards celebrate the boldest and most creative solutions to marketing problems around the globe. Caples is produced by Direct Marketing News.

caplesfether400_685161.jpgSays Brian Fetherstonhaugh (left), CEO, OgilvyOne Worldwide: “Caples was a results-oriented creative guy who influenced another guy named David Ogilvy.”

Fetherstonhaugh received the 2014 Andi Emerson Award, named for the awards competition’s founder, for his many contributions to the direct marketing creative community, both at Ogilvy and previously at Procter & Gamble Canada.

Honored with the 2014 Irving Wunderman Award was David Lubars, chairman and chief creative officer of BBDO Worldwide. In presenting the trophy, Direct Marketing News editor-in-chief Ginger Conlon lauded Lubars for the indelible mark he has made on the advertising industry on behalf of clients including Bud Light, GE, Snickers, and Visa.

Says Lubars: “John Caples retired from BBDO in 1982 at age 82, and I am proud to be part of that tradition.”