Ogilvy & Mather’s twisted campaign for Shreddies won the Integrated Grand Clio at the Clio Awards in Miami Friday night.
The tongue-in-cheek “ ‘New’ Diamond Shreddies” campaign, created by O&M for client Kraft, saw the square Shreddie turned 45 degrees to become diamond shaped. The fake remake campaign was tested in Alberta last year with TV, outdoor and print executions, before going national in late January with a new website DiamondShreddies.com. The website featured three virals, each showing hidden camera footage of real product testers in a market research facility.
The testers saw a side-by-side comparison of the “old” and “new” product. After some initial disbelief, they begin to compare the relative merits of each type. “It looks more interesting,” said one unwitting test subject. “The diamond one felt more crunchy,” said another.
Aside from the Integrated honours, Friday’s awards show included the Content & Contact; Innovative Media; Print; Billboard and Design categories.
BBDO won two Bronze Clios in the Print competition; one for FedEx in the Business to Business category, and another in the Direct Mail category for the “Ransacked” execution for the United Nations High Commissioner for Refugees.
TBWA/Vancouver and BC Lottery Corporation won a Bronze in the Billboard Entertainment category for their “Rainbow Billboard.”
Rethink won a Silver in the Poster Product/Service Campaign category for Playland, as well as a Bronze for the “Dog” execution in the Poster Entertainment category.
Finally, GJP won two Bronze Clios in the Design competition, one in the Annual Reports category for client Distress Centres of Toronto and another in the Corporate Identity category for RUSH Tape.
The second part of the Clio Awards show was held Saturday night, with hardware handed out in the Television/Cinema/Digital; Interactive; Technique and Radio competitions.
DDB Toronto and Philips had the best night among Canadian entrants, winning one Gold and three Bronze Clios in the Radio competition.
As part of the ShaveEverywhere.ca campaign, three radio spots used heavy innuendo to convey the personal benefits of the Philips Bodygroom men’s electric shaver.
The “Gardening Tips” execution won a Gold in the Personal Items category, while “Decorating Tips” and “Housekeeping Tips” won Bronze. All three spots were also recognized with a Bronze in the Product/Service Campaign category.
Rethink and YWCA also won a Bronze in the Public Service (single) category.
The Radio Grand Clio went to TBWA\Chiat\Day New York for a campaign for Combos. DDB Chicago’s perennially popular “Mr<0x2026>.” ads for Anheuser-Busch won one Gold, two Silver and one Bronze.
The Television Grand Clio went to McCann San Francisco and TAG San Francisco for the Halo 3 launch campaign for Microsoft Xbox.
Taxi won three awards in the Television competition, including a Silver in the Pharmaceuticals (single) category for the “BBQ” spot for Viagra, as well as Bronze in the same category for the “Coffee” execution. The Viagra advertising also won a Bronze in the Product/Service Campaign category.
Rethink won a Bronze in the Public Service (single) category for YWCA Vancouver’s “Paper” spot.
Saturday’s show also saw BBDO New York win Agency of the Year, while BBDO Worldwide collected Network of the Year.
Along with the One Show in New York and the D&AD awards in London (see story below) the Clios are considered one of the preeminent global awards show and a good indicator of some of the favourites to win big at the International Advertising Festival in Cannes in June.
