MEDIA GRAND PRIX
Ogilvy Amsterdam's Grand Prix-winning Dela campaign—themed "Why wait until it's too late?"—urged ordinary people to say something wonderful to someone they love, while they still can. It aimed to position Dela as a company that not only believes in a dignified farewell for everyone, but in people being there for each other today.
Ogilvy executed the idea across a range of media channels. It made TV spots using hidden-camera footage of people's public expressions of love; newspaper ads with the single word "Lieve" (meaning "Dear") at the top, encouraging people to fill in the rest of the page with letters to their loved ones; personalized outdoor posters; and live speeches on a specially commandeered TV channel.
The work helped Dela become one of the 10 best-known brands in the Netherlands, with its insured capital growing by 50 percent. "But the best result is that Holland grew a bit more beautiful," Ogilvy says.
U.S. agencies won two Gold Lions, two Silver Lions and four Bronze Lions at the Media Lions ceremony tonight.
The golds went to Carat in New York for its "Thank You Mom" Olympic campaign for Procter & Gamble; and Starcom MediaVest Group in Chicago for its "Save 11" work for Allstate. SMG also won a bronze for the "Save 11" campaign.
Picking up silver were Leo Burnett in Chicago for Secret deodorant's "Meanamorphosis" anti-bullying campaign; and Draftfcb in New York for Oreo Daily Twist.
The other bronzes were awarded to Digitas in New York for American Express's "Small Business Saturday"; Grupo Gallegos in Huntington Beach, Calif., for its "Bedtime Stories" campaign for the California Milk Processing Board; and MediaCom in New York for Volkswagen's "Beetle Shark Cage."