Creative Circle Ad of the Year 2004

According to Creative Circle chair Gerry Human, there were over 1000 entries from 37 agencies into this year's Creative Circle Awards, resulting in 120 finalists from only 13 agencies.

The judges agree that competition was tough, made even more so by the change in the judging format - instead of working on a points system as in previous years, this year judges were required to pick only one winner in each category. This, says The Jupiter Drawing Room's Graham Warsop, forced the judges to think long and hard about their choices, really separating the outstanding work from the merely great work.

Commenting on the winners, Human said that it was encouraging to see a good mix of work - some of which could just as easily air in the US or Europe as in South Africa, and much of which was uniquely South African. It's Human's belief that the South African voice in our advertising is getting louder.

"Work like the radio campaign for Vega, or the Amnesty International poster, just couldn't be produced anywhere else. It's great to hear and see that voice coming through more and more in the work we judge each year," he says.

Mark Jakins, chief executive of SABC's Commercial Services, echoed Human's thoughts in a brief speech on the evening: "In the years to come, I hope that we can use this award to reward creativity in all its diversity, in all our languages, across all our cultures," he said.

SABC sponsored the Creative Circle Ad of the Year this year, the start of what Jakins believes will be a long-term partnership.

Members of the Creative Circle judged the Ad of the Year from the winners of the Creative Circle Monthly Awards, released earlier this week in Sandton. A total of 12 months' work was judged, from January 2004 to December 2004.

Fifteen judges participated in choosing the winner for the five media categories. The awards were presented the same evening to the winning agencies by the Creative Circle Chairman, Gerry Human.

And the winners are...

TELEVISION

Virgin Atlantic/Upper Class Suite "Love Story"
Creative Director: Mike Schalit; Art Director: Philip Ireland;
Copywriter: John Davenport
Production Co: Velocity; Director; Greg Grey; Editor; Ricky; Audio Eng: Rob Schroder

Chairman's comments (from Gerry Human): "Superbly executed comedy that demonstrates the advantages of Virgin Atlantic's Upper Class suites in an entertaining manner."

RADIO

Vega - Campaign "Beer/Washing Powder"
Creative Director: Rob McLennan/Stuart Walsh;
Copywriter: Matthew Brink/Adam Livesy
Production Co: Sonovision; Audio Engineer: John Burns

Comments: "Brilliant writing that really had the jury rolling in the aisles. An obvious winner that highlighted the ongoing plight of advertising agencies in South Africa - the lack of diversity and relevance in our creative teams."

MAGAZINE

Exclusive Books/Fanatics "Dummy Copy"
Creative Director: Gerry Human/Fran Luckin; Copywriter: Fran Luckin
Art Director: Roanna Williams
Production Co: Beith Digital

Comments: "It's fitting that an ad appealing to people that love reading should be so copy heavy. It's also that which set it apart from almost all the other entries."
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NEWSPAPER

Amnesty International "June 16"
Creative Director: Paul Warner; Copy Writer: Gary Du Toit
Art Director: Brett Singer ; Production Co: Beith/Rob Frew

Comments: "Outstanding tactical use of a recent photograph that connects the strife in the Gaza Strip with the June 16 riots in Soweto, to highlight a spine-chilling lesson: that we learn nothing from history."

OUTDOOR

Simba/Ghost Pops "Twins/Girl/Lady
Creative Director: Mike Schalit/Julian Watt; Copywriter: Asheen Naidu
Art Director: Marion Bryan
Production Co: Beith
Photographer: Michael Meyersfeld

Comments: "A whacky campaign that literally follows you around the room. Clever, fun and refreshing."