Winners of the Ad Age Best Awards

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Best head
Title: Ketchup Soup
Client: ConAgra Feeding Children Better Foundation
Brand: Child Hunger
Agency: Bcom3 Group-backed Bartle Bogle Hegarty, New York
Creative Director: Thomas Hayo
Art Director: Thomas Hayo
Copywriters: Gianfranco Arena, Thomas Hayo, Peter Kain
Producer: Mary Cheney
Production Co.: Pytka, Venice, Calif.
Director: Joe Pytka
Editorial Co.: Go Robot, New York
Editor: Adam Liebowitz
It is as gut-wrenching as it is heart-breaking. The purpose is to draw attention to the growing problem of poverty-plagued, undernourished children in the U.S. A mother is shown dawdling at a fast-food restaurant, surreptitiously grabbing dozens of packets of ketchup. Flash forward to the woman's rundown apartment, where she tears open the packets, mixes with water and puts on top of the stove to make soup.
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