TBWA's Pedigree Effort Ahead of Pack at Kelly Awards

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TBWA/Chiat/Day, Los Angeles, won the $100,000 grand prize in the 27th-annual Kelly Awards, taking the top honor for its Pedigree dog food, adoption-drive campaign.

The Kelly Awards, presented by the Magazine Publishers of America, recognizes creative excellence and effectiveness in magazine ad campaigns. This was the second year that the Kelly Awards were presented in a "virtual" awards ceremony at kellyawardsgallery.com, replacing the live presentation.

The virtual ceremony site, created by Visual Mercenary Group, features a high-security vault aesthetic and Flash ActionScript. Once inside the steel door entrance page, users can meet the judges via embedded video, watch a finalists reel and experience presenters, filmed with HD green screen, introduce this year's winners.

TBWA's Pedigree effort emphasized the dire straits of dogs living in shelters and sought donations to help. The campaign was credited with raising $2.7 million for shelter dogs and contributing to double-digit sales growth for Pedigree. TBWA said it will donate its $100,000 in prize money to the Pedigree Adoption Drive Foundation.

Other big winners

Ogilvy & Mather, Chicago, took home the Gold Kelly for Dove's "Pro-Age" campaign, which used real women to argue that beauty is not limited to professional models. The campaign achieved both tremendous acclaim and repeated controversy.

The Silver Kelly went to Wieden + Kennedy, Portland for its Nike "Rush Hour"campaign.

Among other winners, the collaboration between Arnold Worldwide and Crispin Porter & Bogusky earned a Kelly for best public service with its American Legacy Foundation "Whudafxup 2" work. The team's American Legacy work won two Kelly awards last year.
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