All the Winners and Highly Commended Ads Announced

OVERALL NNI PRESS AD OF THE YEAR

‘Volkswagen Resale Value’ by Owens DDB / MediaCom for Volkswagen

What judges Mark Lewis & Matt Fitch (BBH London) said:

“First of all, this is a purely newspaper ad – it wouldn’t work in any other medium. It’s really simple, really smart and it works on multiple levels. At the end of the day it’s a gag, a joke, but it succeeds in getting across a very serious point about the re-sale value of your car.

There isn’t an ounce of fat on this ad, it’s pared right down to the bare minimum yet it’s still got the brand all over it. They could have turned this into an instruction manual but they didn’t – and the results are very smart.

We’d love to have done this ad and if we had, we would definitely be entering it inCannes, it’s really that good. Maybe the best thing we can say about this ad, though, is that it’s right up there with the classic VW print ads – it definitely reaches that benchmark, and that is very high praise.”

BEST COPYWRITING

‘The Fools’ by Brand Artillery + Leo Burnett / Mediaworks for Glasnevin Trust

What the judges said:

“We know this ad must have been a lot of fun to write because it’s a lot of fun to read. It takes something that’s normally dull and boring and dead (literally) and manages to create excitement and life around it, that’s no mean feat. This ad sets the tone for the experience and hopefully the tour lives up to the promise of this really well-written ad.”

Highly Commended

‘Audi Quattro Christmas’ by Cawley Nea TBWA / MediaCom for AudiIreland

‘Progress’ by DDFH&B / Mindshare for the Jack & Jill Foundation

BEST ART DIRECTION

‘Volkswagen Resale Value’ by Owens DDB / MediaCom for Volkswagen

What the judges said:

Highly Commended

‘Playground’ by DDFH&B / Mediavest forDublinCity Council

‘Spay Drive’ by Rothco for the ISPCA

‘Justice Undone’ by Publicis / Mediavest for TG4

‘Audi Quattro Christmas’ by Cawley Nea TBWA / MediaCom for AudiIreland

BEST MEDIA

‘Justice Undone’ by Publicis Dublin / Mediavest for TG4

What the judges said:

“This ad is devastatingly simple and that’s the whole point. It brings the symbols of justice and liberty to life, these hugely iconic ideals, and has them destroy themselves in the most brutal way. It’s an intriguing concept and something that really makes you want to watch this show. The layout of the ad is perfect too, with the statue on the left and the brooding expanse of clouds adding a real epic-ness to the execution.”

Highly Commended

‘Second Helping’ by Publicis / Mediavest for TG4

‘Bourne Back Page Takeover’ by Bonfire / MediaCom for Universal Pictures

BEST RETAIL

‘Every Day’ by DDFH&B / Starcom for the National Lottery

What the judges said:

“This is a really well art-directed campaign, right down to the detail of the typography for the different days. You get what it’s telling you immediately, that’s the point. And they haven’t fallen into the trap of showing what you could win; these are all about which days you can play and win. Very nicely done.”

BEST B2B

‘Sharks’ by Ogilvy & Mather / Mindshare for Ogilvy & Mather

What the judges said:

“This ad takes a well-known idiom and brings it to life, as a concept it could not be simpler. It’s beautifully clean though, in fact it’s more like art than advertising. It’s also very bold and cocky, at its heart it’s a boast and we love that – they’re dead right to boast about being the best. And what better way for a creative agency to advertise its creativity than with a really creative execution?!”

BEST FINANCIAL

‘Classified Takeover’ by H+A Marketing & PR / Carat for Laya Healthcare

What the judges said:

“We appreciate the effort and time and craft it took to make this ad. They have cleverly got a lot of different information on the page in a way that draws the reader in and provides genuine insight into the brand. In effect there are 40 ads in one going on here, and wherever you go to on the page you get something of value about the brand.”

BEST CONSUMER DURABLES

‘Volkswagen Resale Value’ by Owens DDB / MediaCom for Volkswagen

What the judges said:

Highly Commended

‘Audi Quattro Christmas’ by Cawley Nea TBWA / MediaCom for AudiIreland

BEST FMCG

‘Pint Pass’ by Irish International / Carat for Guinness

What the judges said:

“Another very clean, very simple execution. In terms of the brief, the rugby connection comes across straight away through the image and the line. It works on two levels actually, it’s not just a great branding piece but also a great sponsorship piece. It also has that little reward for the consumer to smile about. One other point – they’ve managed to show a pint without showing a pint. Whoever took the decision not to draw in the lines of the pint glass? That was a good decision.”

Highly Commended

‘Tastes Like’ by Atomic / Mindshare for HB

‘It’s Ours’ by Boys and Girls / Vizeum for Power’s Whiskey

‘Birthday Ad’ by irisLondon/ Universal McCann for Jack Daniel’s

NNI BEST LOCAL & REGIONAL

‘Cowboy’ by Owens DDB / MediaCom for Skoda Ireland

What the judges said:

“A really likeable piece of work, the cowboy has a great look and we loved the grit and the ‘tache, it all puts a smile on your face even before you take a closer look. This ad has a typical Skoda sense of humour and it works very well.”

Highly Commended

Simply M&S Wrap by RKCR Y&R / Kick Communications for Marks & Spencer

BEST PUBLIC INTEREST & INFORMATION

‘Be Smart Scar’ by McCann Dublin / Clear Blue Water for the HSA

What the judges said:

“We’ve seen a lot of scar executions done in a lot of different ways – but never one like this. So straight away it’s got stand-out. Instead of using emotion and making it a very soft appeal, they’ve used very hard-headed, profit-and-loss imagery that any businessman would relate to. There’s a surprising coldness to the ad that really hooks you.”

Highly Commended

‘Playground’ by DDFH&B / Mediavest forDublinCity Council

BEST CHARITY

‘Heartbroken Santa’ by Ogilvy & Mather / Mindshare for the ISPCC

What the judges said:

“This is a stunningly well-written ad, the copy is so inviting and then the revelation that it’s about children (and not, say, the homeless) is so unexpected, it just catches you off guard. You can’t read this ad without feeling a pang of emotion and a desire to help – that’s what the best charity ads do, and this one is right up there with the very best.”