Magazine Publishers of America
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New York, NY (June 13, 2007)—In the first-ever virtual presentation of Kelly Awards, produced by Magazine Publishers of America (MPA), Sausalito, California-based Butler, Shine, Stern & Partners won the Magazine Publishers of America (MPA) $100,000 Grand Prize Kelly Award for outstanding magazine advertising for its Covert campaign for MINI USA, it was announced today by Ellen Oppenheim, Executive Vice President and Chief Marketing Officer, MPA. This marks the first time that the Grand Prize is awarded to an integrated campaign.
The Kelly Awards are bestowed annually to agency creative teams and advertising clients whose magazine campaigns demonstrate both creative excellence and effectiveness in meeting campaign objectives. For the first time since their inception in1982, the Kelly Awards are being held exclusively online via a virtual awards ceremony at www.kellyawardsgallery.org, now available on-demand.
After checking in with a virtual doorman, award show hosts Nina Link, President and CEO of the MPA, and Scott Donaton, Publisher of Kelly Awards premium sponsors Advertising Age and Creativity, will greet attendees of the Kelly Awards with an introduction to the program and announcement of the winners, complete with options for audience participation like cheering and applause.
Visitors can then enter the interactive Kelly Awards gallery, where they will be welcomed by Barbara Lippert, advertising critic for Adweek (Adweek Magazines is also a Kelly Award sponsor), who also reviews the campaigns. Attendees will also be able to watch videotaped commentary from the judges; view videos from the winning agencies depicting the inspiration for their work; read case studies on the campaigns; and utilize the tell a friend feature to share the Kelly Awards with others. The Kelly Awards website was created with Visual Mercenary of New York, NY.
Winning the Gold Kelly prize were Arnold Worldwide (Boston, MA) and Crispin Porter + Bogusky (Miami, FL), who jointly created the Infect Truth campaign for the American Legacy Foundation/truth.
Leo Burnett USA (Chicago, IL) was awarded the Silver Kelly for its Initiation campaign for Altoids.
Winners of Best Magazine Ads include: for Best SpreadGoodby, Silverstein & Partners (San Francisco, CA) Ingredients campaign for Hagen-Dazs; for Best Multi-PagePeterson Milla Hooks (Minneapolis, MN) Design for All for Target; for Best Full PageButler, Shine, Stern & Partners (Sausalito, CA) Shared Space for MINI USA; for Best InsertCrispin Porter + Bogusky (Miami, FL) New Beetle Convertible Pill for Volkswagen; for Best Public Service Campaign Arnold Worldwide (Boston, MA) and Crisipin Porter + Bogusky (Miami, FL) Whudafxup for American Legacy Foundation/truth; and for Best Integrated CampaignBBDO (Detroit, MI, and New York, NY) A New Species from Jeep for Jeep.
Each of the winning campaigns engaged consumers through creative and compelling campaigns that provided strong advertising results, said Ms. Oppenheim. In addition to the winning work, our first year as a virtual awards show is an exciting and innovative step for the Kelly Awards, and we look forward to more people than ever before being a part of them.
Grand Prize Kelly: Butler, Shine, Stern & Partners for MINI USA Covert
The Covert campaign deepened brand engagement 21%, its highest level ever. The campaign also increased online chat 75% and drove sweepstakes participation, surpassing goals by 200%.
The Butler, Shine, Stern & Partners team for the campaign include: John Butler, Creative Director; Mike Shine, Creative Director; J.P. Guisseppi, Art Director; Mike Hughes; Art Director; Charlie Gschwend, Copywriter; Lyle Yetman, Copywriter.
Gold Kelly: Arnold Worldwide and Crispin Porter + Bogusky for American Legacy Foundation/truth Infect Truth
The Infect Truth campaign generated more than 700,000 web site visits, averaging more than 50,000 visits per week. Infect Truth social networking sites gained more than 16,600 friends and 2,700 comments. More than 107,000 Infect Truth emails have spread since the online launch.
The Arnold Worldwide and Crispin Porter + Bogusky team for the campaign included: Pete Favat, Creative Director; Alex Bogusky, Creative Director; Jason Ambrose, Art Director; Michael Costello, Art Director; Rob Kottkamp, Art Director; Dustin Ballard, Copywriter; Will Chambliss, Copywriter; Marc Einhorn, Copywriter; Jake Mikosh, Copywriter; Sebastian Gray, Photographer.
The Initiation campaign reversed several consecutive quarters of steep sales declines.
The Leo Burnett team for the campaign included: Noel Haan, Creative Director; G. Andrew Meyer Creative Director; Julie Scelzo Fitzpatrick, Art Director; Jeremy Smallwood, Art Director; Desmond LaVelle, Copywriter; Pam Mufson, Copywriter; Tony DOrio, Photographer; Giannini Creative Imaging, Studio.
Best Full-Page Campaign: Butler, Shine, Stern & Partners for MINI USA Shared Space
The Shared Space campaign improved perceptions of MINI as an altruistic brand and led to increases in results for partner organizations, including higher donations, more volunteers and growth in web site page views.
The Butler, Shine, Stern & Partners team for the campaign included: John Butler, Creative Director; Mike Shine, Creative Director; Mike Caquin, Art Director; Eric Husband, Copywriter.
The Design for All campaign contributed to the positioning of Target as a design leader among press and consumers.
The Peterson Milla Hooks team for the campaign included: Dave Peterson, Creative Director/Art Director; Ilan Rubin, Photographer; Jenny Shears, Copywriter.
Best Insert Campaign: Crispin Porter + Bogusky for Volkswagen New Beetle Convertible Pill
The New Beetle Convertible Pill campaign increased sales versus forecast each month the campaign ran, including a 19% increase in August, a 52% increase in September and a 311% increase in October.
The Crispin Porter + Bogusky team for the campaign included; Alex Bogusky, Chief Creative Officer; Andrew Keller, Executive Creative Director; Tony Calcao, Creative Director; Rob Strasberg, Creative Director; Jed Grossman, Art Director; Laura Hausman, Art Director; Adrian Alexander, Copywriter; Paul Johnson, Copywriter; Bill Cash, Photographer; Michelle Gaitan, Print Producer; Jason Leiva, Digital Artist; Sheri Radel, Integrated Senior Producer/Art Buyer.
Best Spread Campaign: Goodby, Silverstein & Partners for Hagen-Dazs Ingredients
The Ingredients campaign helped Hagen-Dazs gain 3% in market share, resulting in a 10% lead over its main competitor. It also increased message association as perception of Hagen-Dazs flavor uniqueness rose 12% and made from the purest, finest ingredients in the world rose 10%.
The Goodby, Silverstein & Partners team for the campaign included: Jeffrey Goodby, Creative Director; Rich Silverstein, Creative Director; Margaret Johnson, Art Director; Mike McKay, Copywriter; Raymond Meier, Photographer; Peter Pioppo, Photographer.
Best Integrated Campaign: BBDO Detroit/New York for Jeep A New Species from Jeep
The A New Species from Jeep campaign brought in four record-breaking sales months, higher than any other four-month period in Jeep Wranglers history. The web site also registered more than three million unique visitors.
The BBDO team for the campaign included: Bill Bruce, Chief Creative Officer; David Lubars, Chief Creative Officer; Rick Dennis, Executive Creative Director; Robin Chrumka, Creative Director; Mike Stocker, Creative Director; John OHea, Art Director; Paul Szary, Art Director; Ty Hutchinson, Copywriter; Madison Ford, Photographer.
Best Public Service Campaign: Arnold Worldwide and Crispin Porter + Bogusky for American Legacy Foundation/truth Whudafxup
The Whudafxup campaign generated more than 312,000 web site visits and 1,500 downloads.
The Arnold Worldwide and Crispin Porter + Bogusky team for the campaign include: Pete Favat, Creative Director; Alex Bogusky, Creative Director; Colin Jeffrey, Art Director; John Parker, Art Director; Arnie Presiado, Art Director; Evan Fry, Copywriter; John Kearse, Copywriter; Kaelan Richards, Copywriter; Greg Miller, Photographer.
Premium sponsors of the 26th Annual MPA Kelly Awards include Advertising and Creativity. General sponsor is Adweek Magazines.
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. 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 finalists and winners.
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