MIAMI Bartle Bogle Hegarty today won the Grand Prix for Axe's "For Shame!" campaign here at the 2006 Jay Chiat Planning Awards sponsored by the American Association of Advertising Agencies.
BBH account planner Jonathan Bauer and account director Erin Riley were credited with the effort touting the Unilever brand's Snake Peel men's shower gel.
"The Grand Prix decision was not an easy one, since each of the three gold winners had their distinct merits," said awards co-chair William Charnock, planning director at JWT. "Ultimately, the decision came down to the degree to which the thinking changed the course of events," not just of creative development, but also in terms of overall product marketing, merchandising and media direction, he said.
Co-chair Adrian Ho, director of planning at Fallon, praised the Grand Prix winner as, "A comprehensive display of brilliant planning" that generated "unique insight" and, ultimately, a compelling campaign that vaulted Axe to the No. 1 domestic position among men's shower gels within six weeks of its launch.
The other gold winners were The Martin Agency for The Learning Channel and McKinney for the Audi A3.
Overall, the competition this year fielded 106 entries in six categories.
This marks only the second time a planning Grand Prix has been awarded. The first went to Crispin Porter + Bogusky for a 2003 Molson campaign. (The awards were established that year.)
The awards ceremony takes place today and closes out the annual 4A's Account Planning Conference.
Judging was completed in two rounds. Planning heads of leading agencies gathered in five cities—Boston, Chicago, Los Angeles, New York and San Francisco—for the first round, and they reduced the entries to a shortlist of 21. For the second round, industry leaders (including creative directors, planning execs, a journalist and clients) were asked to determine the award level (gold, silver, bronze or honorable mention) for each item on the shortlist.