McCann Erickson have won the first NNI Press Ad of the Month competition for 2012. Their ad, The Lucky One for the Health and Safety Authority (HSA) draws attention to the deaths and injuries that occur on farms in Ireland.
Emma Sharkey wrote the copy. Ray Swan was responsible for art direction and Shay Madden was the creative director. Media planning was handled by Ciara Ni Mhurchu of Clear Blue Water.
Laurence O’Byrne of Ogilvy & Mather and Mary Murray of OMD were the judges for the January competition. Laurence said: “The use of black and white photography and negative space made this ad stand out as the strongest piece of print this month.”
Mary said: “This execution is highly provocative. You want to look, but you can’t! A very memorable ad, made stronger for it being a real farmer.”
This ad, plus all ads shortlisted from the January competition will progress to the NNI Press Ad of the Year 2012 competition, which will be held in spring 2013.
The February NNI Press Ad of the Month competition close on March 8th. Entries can be made through our website.
The January shortlist in full:
The Lucky One by McCann Erickson/Clear Blue Water for the Health & Safety Authority (HSA)
Egg Box Palette by Irish International/Mindshare for Today FM
Happy New Year by Leo Burnett/Clear Blue Water for the GAA
Londis Come Dine With Me by DDFH&B/Mindshare for Londis
