'Damage', the National Safety Council's road safety campaign, won the Grand Prix at the 2002 IAPI Advertising Effectiveness Awards. Devised by McCann Erickson in Belfast, 'Damage' and its sister ad 'Shame' won New Campaign Category Golds at the Awards held in the Law Society on Friday November 22. Bates Ireland's campaign for Benylin Clear Action won the other Gold Prize awarded in the New Product Launch Category.
Silver awards went to Cawley Nea, McCann Erickson Dublin and McConnells for their respective work on The Defence Forces, Sprite and Jameson. Both McCanns Dublin and McConnells also took Bronzes as did Mindshare and Chemistry.
The Award Ceremony itself was hosted by Miriam O'Callaghan of RTE, and featured a keynote address by Chris Satterthwaite, Group Managing Director of Chime Communications. Philip Sherwood, IAPI President, and Jeremy Crisp, Chairman of the Communications Committee also addressed the delegates.
The jury chose 'Damage' for the Grand Prix as it clearly illustrated the power of advertising to effect change - in this instance resulting in lives saved. All the winning entries demonstrated a high degree of effectiveness in achieving or even exceeding their campaign objectives. Chaired by Professor Tony Meenaghan of The Smurfit School of Business, the jury comprised of Brian Sparks (Agency Assessments), Brian Ross (Agency Insights), Phelim O'Leary (Behaviour & Attitudes), Hamish Pringle (IPA London) and Ann Corcoran (Limetree).
ADFX, held biannually, was conceived in 1996 to acknowledge advertising campaigns that excelled in delivering client value. The awards are now highly prized in the industry as the ultimate acknowledgement of an agency's contribution to its client's commercial success.
This the fourth staging of the awards, saw a record 39 campaigns entered into three award categories:
- New Product Launch
- New Campaigns for Existing Products and
- Long Term Campaigns.
The next ADFX Awards will be held in 2004. Further information is available from IAPI.
