Irish International BBDO has picked up a second consecutive NNI Press Ad of the Month award, winning the April competition for its ‘Fuseboard’ ad on behalf of theRoad Safety Authority.

Aimed at informing learner-drivers of the need to undergo essential driver training before applying for a licence, ‘Fuseboard’ was written and art-directed by Dillon Elliot and Catherie Lennon while media planning was by MediaVest.

The April 2011 competition was judged by Katy Egan (Language),  John Kilkennyand Des Creedon of Publicis QMP – the creative team behind last year’s overall Press Ad of the Year – who were impressed by the visual at the heart of ‘Fuseboard’.

“It’s a great visual and a great way of explaining how important proper training is,” said Messrs Kilkenny and Creedon. “The headline might work a little harder but this ad is more about the arresting visual.”

Anything else?

“It doesn’t even feature a car… amazing!”

‘Fuseboard’ also went down well with Martin Wright, chair of the NNI Press Ad of the Month jury for 2011. “It’s a well thought-out and well-crafted piece of communication that underpins the need to get an approved driving instructor,” said Martin.

“The message is delivered in a relevant yet unexpected way – that image is something we can all identify with – while the copy is direct and to the point,” he added.

‘Fuseboard’ and its talented creators are now in the mix for the 2011 NNI Press Ad of the Year award, along with the other work shortlisted in April including:

‘Monday Millions’ by DDFH&B (media by Starcom) for the National Lottery
‘Manifesto’ by DDFH&B (Carat) for Lucozade
‘Coffin Drip’ by Irish International BBDO (Mediavest) for the Road Safety Authority
‘Begging Dog’ by Focus Advertising for Intervet Schering Plough

The June competition is now open for business.