Takes Home $100,000 for Mini Cooper Print Campaign

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NEW YORK ( -- Crispin Porter & Bogusky, Miami, today took home the $100,000 Grand Prize Kelly Award, given by the Magazine Publishers of America, for its launch campaign for BMW's Mini Cooper.

The innovative interactive Mini Cooper print campaign, which carries the tagline "Let's Motor," encouraged consumers to play, and included stickers to design their own Mini Cooper, paper models of Mini Coopers to punch out and build, and postcards to customize with iconic road trip symbols.

Unusual format requests
The agency's creative director, Andrew Keller, expressed appreciation for all the magazine publishers that accommodated Crispin Porter's unusual requests.

"Thank you to all the magazines. Our media department made an awful lot of calls to make this campaign happen. Thank you for being flexible," he told the lunch attendees at The Plaza Hotel, New York City, today.

Crispin's win comes just two weeks after taking home top honors at advertising award show the Effies, given by the New York American Marketing Association, for its American Legacy Foundation "Truth" campaign. Continuing its winning ways, this week at the Cannes International Advertising Festival, Crispin won a Media Lion for its campaign for brewer Molson.

Winning work for Target
Peterson Milla Hooks, Minneapolis, won the Gold Kelly Award for retailer Target's "Sign of the Times" campaign. Carl Byrd, senior art director on the campaign, praised Target as a client and thanked the company for "having the perfect logo and the perfect color -- red."

Campbell-Ewald, Warren, Mich., was awarded the Silver Kelly for its Chevrolet "Lyrics" campaign. Joe Puhy, Campbell-Ewald executive vice president and executive creative director, accepting the Silver Kelly, said as an art director sitting alone in his office, he waited years just to produce work that would be nominated for a Kelly, so winning was especially gratifying.

"We didn't lose the gold, we won the silver," he quipped.

The awards were presented for the first time at the Association of National Advertisers' Print Advertising Forum, a daylong seminar held at The Plaza.

The MPA Kelly Awards are named for Stephen E. Kelly, a former MPA president who promoted the concept that creative magazine advertising made the difference in sales results. Each year, an agency is awarded the $100,000 Grand Prize Kelly. Since 2002, the Gold Kelly and the Silver Kelly have also been awarded.

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