Goodby's Haagen-Dazs Campaign Tops Kelly Awards for Magazine Ads

Takes Grand Prize at Annual Prizes for Creative Excellence and Effectiveness

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NEW YORK (AdAge.com) -- Goodby, Silverstein & Partners won the grand prize at the annual Kelly Awards on Tuesday, receiving the top honor for its campaign promoting the Haagen-Dazs Five line of ice cream.

The Kelly Awards, presented by the Magazine Publishers of America, are meant to recognize creative excellence and effectiveness in magazine ad campaigns. The awards returned to a live event this year after three years of online-only presentations, adopted in 2007 amid a glut of industry events, but didn't go all the way back to the old days of black-tie ceremonies. Instead the printing company R.R. Donnelley sponsored a reception where winners were announced.

The traditional $100,000 cash prize that long accompanied the grand prize was reduced to $25,000 last year, partly to help fund growing digital activity around the Kelly Awards such as the online gallery, case studies and videos, according to the MPA.

Other honorees included Vitro, which won the Gold Kelly for its "Always to Our Own Tune" campaign promoting Taylor Guitars; The Martin Agency, which won the Silver Kelly for its "We Choose the Moon" campaign promoting The John F. Kennedy Presidential Library and Museum; and GSD&M Idea City, which won the new R.R. Donnelly Innovation Award for its "Expression of Joy" campaign promoting the BMW Z4.

See these and other winning campaigns here.

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