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In the category winner, three modern-day cowpokes sit astride their horses in an panoramic Western scene where all the colors are muted-except the men's bright shirts, which stand out in vivid contrast to the backdrop of desert terrain and distant buttes.

This in-store poster, created by Richmond, Va.-based Martin Agency for apparel-maker Wrangler, a division of VF Corp., carries the headline, "Fade Resistant Checotah Shirts."

Poster has no other copy except the Wrangler logo and slogan, "The Western Original."

Washington State Lottery: McCann-Erickson Worldwide, Seattle. Two identical doghouses stand out against a white background, but the one on the right has a satellite dish on its roof. Between the two is the Washington Lottery's Lotto logo, the only type on the board. Part of a campaign showing what can happen if you win Washington's Lotto.

Healthtex: Martin Agency, Richmond, Va. Smiling baby looms large on a poster under the headline "When you're bald and toothless, you'd better wear cute clothes." Secondary line: "And we have them. Like our versatile Bodyshirts and new Playwear Denims."

Choosy cat food: Bartle Bogle Hegarty, London. Cocker spaniel puppy looks forlorn next to childlike crayon printing done in several colors: "When I grow up I want to be a cat." At the bottom of this board, from the U.K., is a picture of a can of Choosy and the slogan "Just for choosy cats."

United Airlines: Leo Burnett USA, Chicago. Board headlined "Visit Queens" and fittingly placed on the Long Island Expressway in New York City's Borough of Queens promotes United's daily nonstop flight between New York and London. Three of Britain's actual queens-Elizabeth I, Anne and Lady Jane Grey-are lavishly depicted in their period costumes.

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