The team - art director Laura May Vale, copywriter Justin Wanliss, creative director James Daniels, illustrator Pete Harrison and photographer Clive Stewart - won five tickets for the 2011 Cannes Lions Festival.
Commenting on the win, international judges Dave O'Hare and Chris Becker said that the campaign showed appealing storytelling that engaged the reader with visually executed charm. The ads told them something they hadn't seen before and offered a story, good copy, photography and art direction. "You get the feeling," stated Becker and "it's a delightful take on children's stories," added O'Hare.
According to the judges, the standard of all the entries was very high and to internationally acceptable levels.
"As a writer, I found many of the ad entries used copy well, adding a story element that is often missing," said O'Hare.
Commented Becker, "The entries appeared to have already short-listed themselves and were respectful of the show and the judging process."
All the winners
| Category | Eagle | Agency | Client | Product Name | Title of Ad(s) |
|---|---|---|---|---|---|
| Product | Gold | Euro RSCG | Jelly Cameras | Jelly Cameras | Easter Bunny |
| Product | Silver | Ogilvy Cape Town | Volkswagen | Crafter | For Any Business- Suburb |
| Product | Silver | Ogilvy Cape Town | Volkswagen | Tsi | Quotes -Lennon |
| Product | Bronze | Draftfcb Durban | Ushaka Marine World | The Drop Zone-Africa's Highest Water Slide | Landmarks- Statue of Liberty |
| Product | Bronze | Draftfcb Johannesburg | Lexus | Keyless Entry | Pink Handbag |
| Product | Bronze | Lowe Bull JHB | Unilever | Sunlight Dishwashing Liquid | Front Door |
| Best tactical use of medium | Gold | No award | |||
| Best tactical use of medium | Silver | Y&R South Africa | Land Rover | Land Rover Discovery 4 | Extreme Home Locations |
| Best tactical use of medium | Bronze | Network BBDO Cape Town | New Media | Visi Magazine | Cut |
| Corporate | Gold | No award | |||
| Corporate | Silver | No award | |||
| Corporate | Bronze | Y&R South Africa | Land Rover | Land Rover | Everywhere URL |
| Public services & charities | Gold | TBWA\HUNT\LASCARIS | The Endangered Wildlife Trust | The Endangered Wildlife Trust | Trash Seabirds-Lighter |
| Campaign | Gold | Euro RSCG | Jelly Cameras | Jelly Cameras | Monster/Alien/Fairy/Easter Bunny/Dragon |
| Campaign | Silver | Ogilvy JHB | Exclusive Books | History Section | Histories/Histories/Histories/Histories |
| Campaign | Bronze | King James | Alan Gray Pyt (Ltd) | Allan Gray | Allan Gray Legend Mag- Legend Lennon/Legend Dean |
| Campaign | Black | Euro RSCG | Jelly Cameras | Jelly Cameras | Monster/Aliens/Fairy/Easter Bunny/Dragon |
| Student | Fledgling Certificate | AAA School of Advertising | Leatherman | Leatherman | Pocket sized hero/Batman |
Team credits
| Agency | Product Name | Title of Ad(s) | Art director(s) | Copwriter(s) | Creative director(s) | Illustrator(s) | Photographer(s) | Typographer(s) |
|---|---|---|---|---|---|---|---|---|
| AAA School of Advertising | Leatherman | Pocket sized hero/Batman | Marchand Ebersohn | Marchand Ebersohn | Clive Loxton | Marchand Ebersohn | n/a | n/a |
| Draftfcb Durban | The Drop Zone-Africa's Highest Water Slide | Landmarks- Statue of Liberty | Felix Schmitz | Brandon Govender | James Dodd/Brett Morris | n/a | n/a | Felix Schmitz |
| Draftfcb Johannesburg | Keyless Entry | Pink Handbag | Alan Lewus | Morne Strydom | Grant Jacobsen | Carioca | Guy Neveling | Alan Lewus |
| Euro RSCG | Jelly Cameras | Easter Bunny | Laura May Vale | Justin Wanliss | James Daniels | Pete Harrison | Clive Stewart | n/a |
| King James | Allan Gray | Allan Gray Legend Mag- Legend Lennon/Legend Dean | Karin Barry-McCormack | Paige Nick | Alistair King | n/a | Caroline McClelland | n/a |
| Lowe Bull JHB | Sunlight Dishwashing Liquid | Front Door | Christopher Charoux | Lee Naidoo | Rui Alves | Retoucher:Rob Frew | Clive Stewart | Stylist: Karin Orzol |
| Network BBDO Cape Town | Visi Magazine | Cut | Kate Butcher, Sonja Fahn | Mike Pearson | Mike Schalt, Ivan Johnson | Kate Butcher | n/a | Kate Butcher |
| Ogilvy Cape Town | Crafter | For Any Business- Suburb | Jennifer Macfarlane | Cuanan Cronwright | Chris Gotz | n/a | Guy Neveling | n/a |
| Ogilvy Cape Town | Tsi | Quotes -Lennon | Gareth Mcpherson & Matthew Pullen | Jacques Massardo & Craig Ross | Chris Gotz | n/a | n/a | n/a |
| Ogilvy JHB | History Section | Histories/Histories/Histories/Histories | Chantelle Das Santos, Robyn Bergman | Leon van Huyssteen | Frank Luckin | n/a | Ross Garrett, Michael Lewis | Chantelle Das Santos |
| TBWA\HUNT\LASCARIS | The Endangered Wildlife Trust | Trash Seabirds-Lighter | Wihan Meerholz | Jared Osmond | Adam Weber | n/a | Chris Jordan | n/a |
| Y&R South Africa | Land Rover Discovery 4 | Extreme Home Locations | Ismaeel Chetty | Werner Marais | Deanne Longmore, Clinton Bridgeford, Liam Wielopolski, Michael Blore | n/a | Stock | Ismaeel Marais,Deanne Longmore |
| Y&R South Africa | Land Rover | Everywhere URL | Kevin Portellas | Werner Marais | Clinton Bridgeford, Liam Wielopolski, Michael Blore | n/a | n/a | Mbuso Ndlovu |
Judges
O'Hare, as a writer/creative director, helped win nearly one billion dollars in new business for agencies such as Ogilvy Worldwide, Grey, JWT, and others last year alone. He achieved the first-ever Emmy nomination for television advertising, an MPA Grand Kelly award, Cannes Lions of various metals and two campaign-of-the-decade acknowledgements by the New York One Club. His work is included in the New York Museum of Modern Art's permanent collection and he is currently developing and writing several feature film projects.
Becker, the newly appointed global chief creative officer of GyroHSR, has produced iconic, award-winning campaigns such as 'Above the Influence' for ONDCP; 'Guarantees for the IF in Life' for MetLife; 'Milk's Favourite Cookie' for Oreo; 'Once You Go, You Know' for Jamaican Tourism Board and 'Depression Hurts' for Eli Lilly. He is a seasoned creative judge, having sat on judging panels all over the world from FIAP in Buenos Aires to Dubai Lynx in 2008, where he was jury president of the TV/Cinema, Print, Outdoor & Radio and Integrated juries. Most recently, he was a Press judge at Cannes Lions 2010.
For more, go to www.theeagleawards.co.za.
