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MPA Hands Out Its Creative Ad Awards, Virtually

Mini USA 'Covert' Campaign Wins Grand Prize

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NEW YORK (AdAge.com) -- Butler, Shine, Stern & Partners won the $100,000 grand prize in the 26th annual Kelly Awards today, taking the top honor for its Mini USA "Covert" campaign.
The Butler, Shine campaign for BMW's Mini was designed to build brand evangelism among existing customers by running ads with coded messages -- decipherable only by 150,000 Mini owners who were sent decoder kits in the mail.
The Butler, Shine campaign for BMW's Mini was designed to build brand evangelism among existing customers by running ads with coded messages -- decipherable only by 150,000 Mini owners who were sent decoder kits in the mail.

The Kelly Awards, presented by the Magazine Publishers of America, are intended to recognize creative excellence and effectiveness in magazine ad campaigns. This year a "virtual" awards ceremony available at www.kellyawardsgallery.org is replacing the traditional live presentation.

The Butler Shine campaign for BMW's Mini was designed to build brand evangelism among existing customers by running ads with coded messages -- decipherable only by 150,000 Mini owners who were sent decoder kits in the mail. The agency got another Kelly in the best full-page campaign category for a separate Mini effort, "Shared Space." The Kelly wins makes for an especially good week around Butler Shine offices; the "Covert" campaign was also honored at last Thursday's Effie Awards.

The collaboration between Arnold Worldwide and Crispin Porter & Bogusky won two Kellys for its anti-smoking work on behalf of the American Legacy Foundation. Its "Infect Truth" campaign received the Gold Kelly while "Whudafxup" won for best public-service campaign. Crispin won another Kelly, best insert campaign, for the "New Beetle Convertible Pill" piece of its Volkswagen push.

Last year's grand prize winner, Leo Burnett USA, won the Silver Kelly for an Altoids effort themed "Initiation."

Best multipage campaign went to Peterson Milla Hooks for Target's "Design for All" ads. Goodby, Silverstein & Partners got the win in the best spread-campaign category with its "Ingredients" work for Häagen-Dazs. And BBDO's New York and Troy, Mich., offices won best integrated campaign for "A New Species from Jeep."
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