TBWA\C\D Prevails at Beldings

LOS ANGELES Omnicom Group’s TBWA\Chiat\Day won Best Book and joined sister shop DDB and independents Ground Zero Advertising, RPA and Secret Weapon Marketing as top winners at the 40th annual Belding Awards held here last night.

Omnicom’s Tequila won the prestigious sweepstakes award for its campaign for the Sony PlayStation title Shadow of the Colossus. TBWA\C\D won the grand prize bowl for work that included a Nissan magazine campaign, the “Dogma” spot for Pedigree, the Pepsi One campaign, and the “Pussywillows” and “Paddleball” spots for Sony PlayStation.

The Playa del Rey, Calif., agency, led by executive creative director Rob Schwartz, also won a bowl for best consumer magazine ad for Sony PlayStation’s Socom 3 game, best outdoor for Hokuhodo House Foods; “Veracious Quaker” trade/institutional campaign for Nissan; “2 Kids/Paddleball/Puppet” transit for PlayStation; four TV awards for PlayStation PSP ads; two TV campaign awards for PlayStation ads; and two complete campaign awards for Pepsi. Subsidiary shop Tequila won best complete online campaign for the PlayStation “Colossus” title.

RPA won four Belding bowls for its Honda Civic relaunch spots. Judges honored “It Will Reverse Your Thinking” in several executions, “Gas Cap,” “Ecosystems” and “Tailpipe.”

“The Civic campaign was such an important relaunch, it is great to see it recognized by our peers, and even better to see it working in the marketplace for Honda,” said David Smith, senior vice president and creative director at the Santa Monica, Calif., agency. “The client took a brave step on this campaign. The Civic was original thinking. It hadn’t been done in the category. And since the Civic was about self-expression, Honda had a tremendous amount of trust in the campaign.”

RPA’s Honda Element spot featuring a crab that only wants to “pinch” the SUV won a Belding bowl in the category of under-$50,000 productions. “It came down as an online assignment,” Smith said. “And based on the popularity, Honda had the wisdom to run [it] on television.”

Three bowls went to Jack in the Box television spots, one to the campaign and one to the agency’s self-promotion a reel of all its work for the restaurant. “It’s nice that after 10 years and over 300 spots people still find them worthy of notice,” said Dick Sittig, founder and creative director, Secret Weapon Marketing, Santa Monica, who has won dozens of Beldings for the brand. “Jack in the Box sales are up and Jack has 30,000 friends on MySpace.com and they’re telling him they f-ing love your spots.”

Ground Zero, last year’s Best Book winner, picked up multiple bowls for best consumer magazine ad (“X Games BMX Bike” for ESPN in Wire), an ESPN TV spot and Virgin Digital work. DDB’s online and TV awards recognized its work for Ameriquest Mortgage, which included the 2005 Super Bowl spot in which a man cooking pasta seems to kill his cat.

“Overall, I thought the show was terrific,” said Mark Montero, executive creative director, DDB, Venice, Calif. “I loved the location. It was the best place they’ve ever had it. And the work was terrific. I thought it was interesting how much animation was in the show, and it was nice to see the reaction to the Ameriquest work.”

Mark Patton, RPA creative director, was the chairman of this year’s Belding competition. Judges included Todd Grant, senior vice president and creative director, Publicis, Seattle; Neil Hughlett, creative director, Hill, Holliday, Connors, Cosmopolus, Boston; Lance Jensen, creative director and co-founder, Modernista!, Boston; Richard Kile, executive creative director, Radarworks, Seattle; Chris Wall, chief creative director, Ogilvy & Mather, New York; Daniel Marrero, partner and creative director, Creative OnDemand, Coral Gables, Fla.; and Luis Miguel Messianu, chief creative officer, del Rivero Messianu DDB, Coral Gables.

The sold-out show was held at the Los Angeles County Museum of Art.