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Caples winners highlight strength of international work

Shackleton, Draftfcb New Zealand and Lester Wunderman were among the top winners at this year's John Caples International Awards, held March 24 in New York. The John Caples International Awards, produced by Haymarket Media US in collaboration with the Caples Organization, honors the most creative solutions to marketing problems.
 

Special Awards

Maxwell Sackheim Award - Best in Show - Shackleton Madrid & Diesel

Jeans brand Diesel, in keeping with its idiosyncratic branding work, took a quirky approach to its campaign supporting its Mowie motorcycle helmet launch. The marketer and agency Shackleton crafted a strategy with social elements and viral potential to maximize audience reach and engage customers.
 

Courageous Client - Leo Burnett Beirut, Exotica

In Lebanon, the odds are stacked against single women because they outnumber men, 6 to 1 in this Middle East country bordered by the Mediterranean Sea. Exotica, a leading flower shop in Lebanon, wanted to counteract what can be a dispiriting holiday for singles, Valentine's Day, by giving them — the ladies in particular — something fun to celebrate their braveness and independence.
 

Andi Emerson Award - Lester Wunderman

Lester Wunderman, the man widely credited with coining the term "direct marketing" more than four decades ago, is the 2010 winner of the Andi Emerson Award. It is presented each year to an individual for outstanding service to the direct marketing community.
 

Irving Wunderman Award - Jeff Benjamin, Crispin Porter & Bogusky

Jeff Benjamin is best known as the mind behind Burger King's "Subservient Chicken" and "Whopper Sacrifice" campaigns, as well as Method's "Come Clean" idea, all undertaken while at Crispin Porter & Bogusky, where he leads the interactive teams.
 

Best Copywriting

The teams at BMW and Draftfcb took a unique approach to sell the 2010 BMW Mini. While "most mere mortals," according to the guidebook, "will have to rush around replacing heads of state," "whipping jungle-dwellers into worshipful frenzies" and "wrestling wild animals" in order to become "mostnificent," all consumers have to do is trade in their 2009 Mini for the 2010 model.
 

Best Art Direction

Draftfcb New Zealand tapped into the feeling of greatness that a person could achieve by owning the most updated Mini. Having already achieved magnificence with their first purchase, a driver could achieve ultimate Mostnificence by purchasing the new model, thereby measuring up to the hyperactive, shark-punching Saskatchewan woodsman whose exploits are detailed in an oversized pelt-covered book.
 

Creative Use of Technology

Rosetta introduced its Snowday campaign as an effort to establish itself as a top 10 interactive agency. To demonstrate its creative and technological capabilities, the Rosetta team developed a microsite
 

Student Campaign of the Year - Academy of Art University

The "America's Next Laptop Model" campaign, created by Jenelly Dela Pena and Brandon Crumley, undergraduate students at the Academy of Art University, took top honors in this year's Caples Student Campaign of the Year competition.
 

Agency

Agency Self-promotion

Any material, in any media, designed to promote or sell the services of an advertising agency. Must include a reply mechanism.
 

Campaigns

Integrated Gold

Two or more elements in a minimum of two different media,all developed from the same brief/strategy/objective and all driving to the same call-to-action. Every element must include a reply mechanism.
 
 
 

Interactive

Diesel tapped Shackleton to help drive awareness for its Mowie motorcycle helmet upon its launch. Operating on a tight budget, the Spanish agency developed Enrique Carboni Jr., a persona born as a bodyless head, perpetually sheathed in a Mowie helmet to protect his only bodily asset while still remaining fashionable.
 

Launch

TV One launched a campaign for its flagship series, Steven Spielberg's The Pacific, in order to increase viewership. The show had delivered poor ratings in the US and UK, and the broadcaster wanted to avoid a repeat performance.
 

Digital

Online

Any legally placed message on a site or search engine including banner ads, search and web videos. Must include a measurable call to respond interactively via an online service or network, or by mail or telephone. Banner ads are judged based on overall conceptual strength, including copy and design, plus original and appropriate use of technology, if employed.
 

Branded Website

The main home of a marketer or campaign. Must include a benefit requiring interaction with the site or a solicitation for another measurable action. Every entry must include a call to respond interactively via an online service or network, or by mail or telephone. Sites are judged based on overall conceptual strength, including copy, design, information architecture, plus original and appropriate use of technology.
 

E-mail

Any e-mail messages soliciting a measurable action. Entries will be judged on overall conceptual strength, including subject line, body copy, design, plus original and appropriate use of technology, if employed.
 

E-commerce

Any website whose main purpose is to sell products or services directly off the site. Must include data collection, billing collection, and shipping information. E-commerce websites will be judged on overall design, ease of navigation, extension of main brand, plus appropriate use of technology.
 

Microsite

An individual web page or cluster of pages which are meant to function as an auxiliary supplement to a primary web site. Must include a benefit requiring interaction with the site or a solicitation for another measurable action. Every entry must include a call to respond interactively via an online service or network, or by mail or telephone.
 

Mobile app

A branded game or application designed specifically for wireless mobile devices like iPhones, iPads, and Androids, designed to market a product, service or event. May or may not have a data capture, commerce or response component.
 

Mobile Marketing

Digital commercial message with direct response component delivered through portable device. Can include SMS programs with or without digital signage, audio and video podcasts, couponing, and QR codes. Must solicit a measurable action with an effective call to respond interactively via online service or network, or by mail or telephone.
 

Social Media

Efforts involving the use of online social media channels to support measurable marketing objectives. Includes placements or campaigns on YouTube, Facebook, Twitter, Orkut, Friendster, etc. Must include a response mechanism.
 

Viral Video

Any video made on behalf of a paying client that became an uncontrollable web phenomenon. Must be unpaid media that premiered on the internet.
 

Out-of-Home

Out-Of-Home

Any billboards, transit signage, multi-sheet posters, bus shelters, phone kiosks, mobile panels, wallscapes, etc. Must include a reply mechanism.
 

Ambient/Guerrilla marketing

Any effort that utilizes street teams, pop-up stores, sidewalk art, and other non-traditional media found in the real world where consumers are forced to interact with it. Must include a response mechanism or measurable call-to-action.
 

Print & Mail

Direct Mail Dimensional, $5+ Cost-Per-Piece

Any mail effort that includes premiums or other three-dimensional components mailed in a tube, carton or other non-standard carrier. Must solicit a measurable action. Cost-per-piece is determined by a rollout budget that includes all in-the-mail costs except postage, delivery, creative development, and agency fees. Costs for paper, printing, list rental, merge/purge, computer processing, and letter shop are included.
 

Direct Mail Dimensional, Under $5 Cost-Per-Piece

Any mail effort that includes premiums or other three-dimensional components mailed in a tube, carton or other non-standard carrier. Must solicit a measurable action. Cost-per-piece is determined by a rollout budget that includes all in-the-mail costs except postage, delivery, creative development, and agency fees. Costs for paper, printing, list rental, merge/purge, computer processing, and letter shop are included.
 

Direct Mail Flat, 1-500 pieces

Standard envelope formats, self-mailers and catalogues soliciting a measurable action. Must include a response mechanism. Does not require special postage, boxes or padded envelopes for delivery.
 

Direct Mail Flat, 501-10,000 pieces

Standard envelope formats, self-mailers and catalogues soliciting a measurable action. Must include a response mechanism. Does not require special postage, boxes or padded envelopes for delivery.
 

Direct Mail Flat, 10,001-100,000 pieces

Standard envelope formats, self-mailers and catalogues soliciting a measurable action. Must include a response mechanism. Does not require special postage, boxes or padded envelopes for delivery.
 

Direct Mail Flat, 100,000+ pieces

Standard envelope formats, self-mailers and catalogues soliciting a measurable action. Must include a response mechanism. Does not require special postage, boxes or padded envelopes for delivery.
 

Direct Mail Customer Retention

Any mail effort targeting an existing customer file for the purpose of enhancing customer loyalty. Includes thank you gifts, service announcements or communication of customer benefits, in exchange for which the customer needs to take no action (this is an exception to the reply mechanism requirement).
 

Print Ad

Display or classified advertisements soliciting a measurable call-to-action in magazines or newspapers, including preprints or freestanding inserts. Must include an address, URL, trackable coupon, or toll-free number as a reply mechanism.
 

Print Collateral, Non-Mail

Any solicitation intended for a target audience with a measurable call-to-action but which is not delivered via mail. May include take-ones, door hangers, handouts, posters, POP, etc. Must include a reply mechanism.
 

Retention, Non-Mail

Retention

Any effort targeting an existing customer file for the purpose of enhancing customer loyalty. Single media efforts include e-mail, online messaging, print collateral, and other non-mail media.
 

Radio, TV

Radio

Any direct response spots soliciting a measureable call-to-action. Must include an address, URL, or 800 number as a reply mechanism.
 

TV

Any direct response TV commercial or infomercial soliciting an inquiry donation or order. Must include a postal address, URL or toll-free number as reply mechanism.
 

About Caples

The John Caples International Awards, honoring the best in direct and interactive marketing around the world, was founded in 1978 by Andi Emerson, a direct marketing pioneer, to honor well-recognized copywriter John Caples. With international chairs in 50 countries, this established and respected awards is produced in partnership by the Caples volunteer executive board and Direct Marketing News, a Haymarket Media brand. The Caples Awards are judged by more than 60 active, senior-level, international creative professionals, and between 200-300 creatives and marketers from around the world attend the annual awards gala.