Non Traditional Awards

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GOLD WINNER -- PUERTO RICO
"Fabian" | Cadbury Adams' Halls
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Client: Cadbury Adams' Halls
Title: Fabian
Agency: JWT Puerto Rico, San Juan
To promote Halls throat lozenges with a catchy jingle, JWT created a fake pop singer named Fabian and promoted his professional debut as a record company would. The day he was to perform live on the radio, he had laryngitis and sang badly. Later, Fabian returned and sang beautifully, crediting his recovery to Halls, whose jingle became a hit along with Fabian.
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SILVER WINNER
"El Reto Final" | Nissan North America
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Client: Nissan North America
Title: El Reto Final
Agency: Vidal Partnership, New York
Vidal created a branded entertainment reality series that pitted the World Cup teams of almost a decade ago from Mexico and the U.S. against each other in the Nissan-sponsored "El Reto Final—The Final Rematch." The last program was a live soccer match. The series, broadcast on Fox Sports en Español, gave Nissan a hot World Cup-related property without even being a World Cup sponsor.
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BRONZE WINNER
"Tarjeta" | Teen Pregnancy Coalition
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Client: Teen Pregnancy Coalition
Title: Tarjeta
Agency: Conill, Torrance, Calif.
The teenage pregnancy rate is highest among Latinas. Conill linked pregnancy prevention with the quinceanera, the 15th birthday that is a big coming-of-age social event in the Latin community, by creating a quinceanera card embedded with a chip that emits a strident baby's cry when opened.
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BRONZE WINNER
"Bullets" | Non Violent Project USA
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Client: Non Violent Project USA
Title: Bullets
Agency: Dieste Harmel & Partners, Dallas
Street teams put fake bullet-hole stickers on luxury cars to persuade the affluent owners to make donations to the prevention of youth crime.
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