The Crispin Porter + Bogusky Creative Team (l-r): Rob Strasberg, Copywriter; Andrew Keller, Creative Director; Alex Bogusky, Executive Creative Director; and Rob Reilly, Associate Creative Director
New York, NY (June 16, 2005)Miami, Florida-based Crispin Porter + Bogusky won the Magazine Publishers of America (MPA) Kelly Awards in all three award categories, it was announced today by Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, MPA, during the Association of National Advertisers Print Advertising Forum in New York City.
Crispin Porter + Bogusky received the $100,000 Grand Prize Kelly Award for the Molson Tools campaign. The agencys Molson Fake Covers campaign was awarded the Gold Kelly, and the Silver Kelly Award was given to Crispin Porter + Bogusky for the MINI Inserts campaign. The Kelly Awards are awarded annually to advertising agency teams and clients whose magazine campaigns demonstrate both creative excellence and effectiveness.
Senior-level magazine advertising clients as well as creative directors from leading advertising agencies evaluated the Kelly Award entries, and PricewaterhouseCoopers tabulated the judges scores to determine the 25 finalists. Crispin Porter + Boguskys two Molson campaigns and MINI Inserts campaign registered the highest scores.
Crispin Porter + Bogusky and this years crop of Kelly finalists pushed the boundaries of magazine ad creative and generated positive marketplace results, said Ms. Oppenheim. Their work illustrates the power of magazines to engage consumers while maintaining creative excellence.
Grand Prize Kelly Winner: Crispin Porter + Bogusky for Molson Tools
Molsons Tools campaign aimed to spike purchase intent with magazines to build the social confidence of 21- to 25-year-old males. The result: purchase intent surged from 66% to 95%.
The Crispin, Porter + Bogusky team for this campaign included: Alex Bogusky, Executive Creative Director; Bill Wright, Creative Director; Alex Burnard, Mike Del Marmol and John Parker, Art Directors; Sebastian Gray, Photographer, and Getty Images (Stock); Pres Rodriguez, Illustrator; Evan Fry and Dave Schiff, Copywriters; Brian McMillen, Print Producer; and Jessica Hoffman, Art Producer.
Gold Kelly Winner: Crispin Porter + Bogusky for Molson Fake Covers
By relying on the trusted environment magazines provide, Molson wanted to brew bigger brand appeal among its target audiencesingle, college-educated males ages 21 to 25. The result: Molsons brand appeal rose from 29% to 60%.
The Crispin Porter + Bogusky team for this campaign included: Alex Bogusky, Executive Creative Director; Bill Wright, Creative Director; Alex Burnard, Tony Calcao and Mike Del Marmol, Art Directors; Harry Dezeitter, Photographer; Rob Reilly, Dave Schiff and Rob Strasberg, Copywriters; Brian McMillen, Print Producer; and Jessica Hoffman, Art Producer.
Silver Kelly Winner: Crispin Porter + Bogusky for MINI Inserts
MINI wanted to showcase their cars unique features with unconventional creative. The result: MINIs brand awareness grew to 84%, surpassing their goal.
The Crispin Porter + Bogusky team for this campaign included: Alex Bogusky, Executive Creative Director; Andrew Keller, Creative Director; Kat Morris, Ronny Northrop, John Parker, Paul Stechschulte and Mark Taylor, Art Directors; Daniel Hartz, Photographer; Shepard Fairey, Massimo Leone and Industrial Arts Studio, Illustrators; Tom Adams, Evan Fry, Michelle Hirschberg, Ari Merkin and Ronny Northrop, Copywriters; Barrie Bamberg and Julieana Stechschulte, Print Producers; Sebastian Gray and Jessica Hoffman, Art Producers; and KSC Studios, Retouching.
For more on the MPA Kelly Awards, and to view the images and campaign results of the winning and finalist campaigns, please visit www.kellyawards.org.
Premium sponsors of the 24th Annual MPA Kelly Awards include Advertising Age/Creativity and Dynamic Logic. General sponsors are IMS and Adweek Magazines.
About the Kelly Awards: Established by the Magazine Publishers of America (MPA) in 1982, the MPA Kelly Awards recognize and reward outstanding magazine advertising. Each year, an agency is awarded the $100,000 Grand Prize Kelly. In addition, a Gold Kelly and the Silver Kelly are also awarded. The MPA Kelly Awards are named for Stephen E. Kelly, a former MPA president who devoted a lifelong career to magazine publishing. He promoted the concept that creative magazine advertising made the difference in sales resultsa concept that became the guiding principle for the MPA Kelly Award.
