You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract McCann Melbourne Wins Creative Effectiveness Grand Prix for 'Guilt Trips' V/Line Effort Let Parents Send Prepaid Train Tickets to Kids By Shareen Pathak, Published on June 16, 2014 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.