Kraft Foods' Altoids ads also won a prize from Magazine Publishers of America for best at meeting campaign objectives.
The Altoids campaign from the Chicago shop was developed by a team led by Steffan Postaer, creative director and copywriter, and Mark Faulkner, creative director and art director.
MARTIN WINS FOR JFK LIBRARY
The MPA's black-tie dinner in Santa Monica, Calif., was a banner night for the Postaer family. Steffan's father, Larry, exec VP at Rubin Postaer & Associates, Santa Monica, was a Kelly finalist for a campaign for American Honda Motor Co.'s Honda division. Brother Jeremy, art director at Goodby, Silverstein & Partners, San Francisco, was a finalist for former client Porsche Cars North America.
The quirky Altoids ads -- themed "The curiously strong mint" -- "deserved to win," said Jeremy Postaer. "Everybody loves that campaign. Everybody has a box of Altoids."
Burnett's work bested campaigns from Goodby and other creative hot shops. Burnett began its Altoids advertising three years ago, helping make the mints No. 1 in its category.
"This is what creativity is all about, making something out of nothing," said Larry Postaer after the ceremony, as he popped an Altoid in his mouth. "It got me using them."