Altoids, Leo Burnett Win Grand Kelly for 'New Yorker' Ads

Crispin Also Big Winner at 25th Annual Magazine Advertising Awards

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NEW YORK ( -- Leo Burnett won the $100,000 grand prize at the 25th annual Kelly Awards. The agency won for its work for Altoids "Burn Through" campaign for its cinnamon gum.
Leo Burnett's Jeremy Smallwood, art director; Pam Mufson, copywriter; and Matt Miller, art director
Leo Burnett's Jeremy Smallwood, art director; Pam Mufson, copywriter; and Matt Miller, art director

The Magazine Publishers of America honored magazine advertisers yesterday at the Association of National Advertisers' Integrated Marketing Conference, where the Kelly Award winners were announced. The awards acknowledge magazine advertising for both creativity and effectiveness.

MPA added new categories to the awards this year, honoring for the first time the best integrated campaign, the best magazine ad by size and the best public service campaign.

Integrated into cartoons
The grand winner was a collaboration between Altoids and The New Yorker, the magazine that ran the creative. Over two pages, ads meant to look like regular New Yorker cartoons featured characters complaining about the heat. In each, a silhouette of the metal Altoids tin can be seen. The third page had a standard Altoids ad, showing its new "curiously strong" cinnamon chewing gum that was so strong it "burned through" the pages. Altoids saw a significant sales spike after the campaign appeared.

Leo Burnett also won best full-page campaign for Altoids' Mints campaign, which also highlighted the mints' "curiously strong" positioning. On a mint-green backdrop, characters use the mints in place of torture devices and hot coals. And curiosity got the best of people: Altoids' brand awareness share levels spiked.

Axe shower gel
Bartle Bogle Hegarty took home the gold prize for its campaign for Axe shower gel, "How Dirty Boys Get Clean." The ads depicted male's clean showers, but appealed to their cruder tastes with "5 person occupancy limit" signs and "His, Hers, Her sister's, Her roommate's" towels. The brand's new shower gel became the No.1 male shower gel brand.

Crispin Porter & Bogusky won the silver prize for its BMW Mini Cooper insert campaign. The inserts were stickers meant to adorn MINI drivers' gas tank lids. The Miami agency also took home three other Kelly awards, including new category best integrated campaign, also for Mini. The ads, including magazine, outdoor and insert, showed midsize cars painted to look like Minis, thereby exposing the counterfeits. The campaign aimed at "protecting consumers from the humiliation of owning a fake." Mini saw a boost in brand awareness, Web traffic and sales.

Crispin also won best insert/outsert campaign for Virgin Atlantic Airways' boarding passes. The boarding-pass look-alike inserts stood out on grayscale photo spreads showing passengers in the lap of luxury, appealing to viewers' taste for comfort and boosting ad recall to 92%.

Anti-smoking effort
Arnold Worldwide and Crispin won best public service campaign for their joint work on the American Legacy Foundation's "Truth Found" campaign. The anti-tobacco effort helped push teen smoking to its lowest point in nearly 30 years.

Wieden & Kennedy won the award for best spread for its Nike women's fall 2005 campaign. The ads featured women's body parts, such as legs or butts, along with the owner's thoughts about each part. The idea was to celebrate women's bodies and appeal to active women while creating a buzz about the campaign. Women and the media responded: Nike gained $47 million in unpaid media and drew more then 140,000 visitors to

Ogilvy & Mather, New York, won for best multiple page campaign for American Express' "My Life. My Card." The ads humanize celebrities by listing everyday details about them, from their childhood ambition to their card of choice. The website's traffic grew and the American Express brand profited with increases in likeability, ad recall and awareness.
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