TBWA's Pedigree Effort Ahead of Pack at Kelly Awards

Receives Grand Prize; Ogilvy & Mather Get Gold for 'Pro-Age,' Silver for Wieden & Kennedy's 'Rush Hour'

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NEW YORK (AdAge.com) -- TBWA/Chiat/Day, Los Angeles, won the $100,000 grand prize in the 27th-annual Kelly Awards today, taking the top honor for its Pedigree dog food adoption-drive campaign.
The Kelly Awards, presented by the Magazine Publishers of America, recognize creative excellence and effectiveness in magazine ad campaigns. This was the second year that the Kelly Awards were presented in a "virtual" awards ceremony available at kellyawardsgallery.com that replaced the live presentation.

TBWA's Pedigree effort, which won the Grand Kelly, 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 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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