NEW YORK Independent Butler, Shine, Stern & Partners won the $100,000 Grand Prize for its "Covert" campaign for BMW's Mini USA at the Magazine Publishers of America's Kelly Awards on Wednesday.
Prizes were awarded at kellyawardsgallery.org, a change from the live event held in New York in previous years.
The Kellys reward creativity as well as the effectiveness of campaigns. According to the organization, "Covert" increased brand engagement 21 percent, boosted online chat 75 percent and helped the client surpass sweepstakes participation goals by 200 percent.
Mini drivers were sent decoder kits that allowed them to decipher hidden messages in ads. Butler, Shine, based in Sausalito, Calif., also won a Best Full-Page prize for Mini.
"Each of the winning campaigns engaged consumers through creative and compelling campaigns that provided strong advertising results," said Ellen Oppenheim, evp, CMO at the MPA.
Havas's Arnold and MDC Partners' Crispin Porter + Bogusky won the Gold Kelly for their "Infect Truth" campaign on behalf of the American Legacy Foundation. The pair also scored a Best Public Service prize for Legacy's "Whudafxup" initiative.
Crispin won Best Insert honors on behalf of Volkswagen. Omnicom's Goodby, Silverstein & Partners won Best Spread kudos for Haagen-Dazs. Independent Peterson Milla Hooks garnered the Best Multi-Page prize for Target Stores. Omnicom's BBDO in Detroit and New York won Best Integrated Campaign honors for Jeep.
Barbara Lippert, advertising critic for Adweek, a Kelly co-sponsor, provided critiques of the work for the Kelly's Web site.