|Alex Bogusky, executive creative director of Crispin Porter & Bogusky, accepted his agency's Kelly awards at today's ceremony.
“I applaud the industry for having this show and giving us so many awards,” said Alex Bogusky, executive creative director.
Established in 1982 by the Magazine Publishers of America, the Kelly Awards are designed to recognize the best magazine advertising campaigns in terms of creativity and effectiveness. This year's winners were announced at a luncheon in New York's Grand Hyatt hotel.
$100,000 grand prize
Crispin Porter won the grand prize, which comes with $100,000, for its “Tools” campaign promoting Molson beer. Ads included photographs of pets, babies and other sentimental subjects with the headline, “Wallet-sized proof that you’re a man with a sensitive side -- in case she’s into that.” Instructions told men to cut out the pictures and carry them in their wallets.
Ironically, Crispin Porter subsequently lost the Molson account in May when creative duties were switched to BrainStorm Group, Toronto, in the wake of Molson's merger with the Adolph Coors Co.
The gold Kelly went to another Molson campaign, one that appeared on the back of magazines so men could flip them over and appear to be reading titles like “Aspiring Groom” and “Animal Rescuer.”
The agency won the silver Kelly for a campaign for the Mini Cooper that used inserts with moving wheels and other unusual features to highlight aspects of the cars.
Plans for prize money
When Crispin Porter last won the grand prize, in 2003 for magazine ads for introducing the Mini Cooper, the agency used the money for a staff vacation in the Bahamas. “This year I’m thinking probably we won’t do that,” Mr. Bogusky said. “I’ll probably just keep it.”
This year's sponsors of the Kelly Awards included Advertising Age, Creativity and Dynamic Logic.