Leo Burnett’s Toronto office extended its Andy Awards winning streak to three years at the Advertising Club of New York’s annual event yesterday, winning in the TV Direct Response category for its “James Ready Cap Recall” spot.
Bottles of James Ready beer always contain a witty message beneath the cap (“You didn’t win a boat,” “December 27 – read dirty magazines by the fire day”), but when a mistake led to nearly one million bottles going out without messages, concerned fans began contacting the brewer.
In response, Leo Burnett created a video that aired on the brewer’s Facebook page inviting consumers to return all blank bottle caps and receive something in return. Everyone who participated received a tchotchke as well as a hand-written note from the brewer.
Leo Burnett Toronto also won gold for its work with the James Ready brand at the 2009 Andy Awards. Last year it won for its newspaper ads on behalf of Procter & Gamble’s Cheer Dark.
Leo Burnett led all agency networks with a total of 10 Andy awards from its offices in Sydney, Hong Kong, Istanbul, Buenos Aires and Madrid.
The 2011 best of show award, or “Grandy,” went to Portland’s Wieden+Kennedy for its “Response” campaign for Old Spice. An extension of its popular “The Man Your Man Could Smell Like” campaign, the “Response” initiative saw the Old Spice man engage with fans by responding to consumer-submitted questions and observations. The campaign consisted of a series of 186 YouTube videos that have been viewed more than 60 million times.
