CHICAGO Clarity Coverdale Fury took home best of show honors Thursday night at the Minneapolis Advertising Federation's annual creative awards competition for its radio campaign on behalf of the state's efforts at curbing teen smoking.
The radio campaign, for the State of Minnesota's Target Market initiative, is aimed at stopping teens from smoking. The spots featured "man-on-the-street" interviews in which he asked teens what they would do for millions of dollars, equivalent to the pay received by tobacco executives. "Would you eat live rodents?" and "Would you wear a mullet for the rest of you life?" were among the questions. The ads conclude with the question of whether they would be willing to sell a product proven to kill its customers.
Though the $100 million shop had never won top honors at the Minneapolis show, the campaign also captured honors at the Radio Mercury Awards. CCF also took home 10 gold MAFA awards, tying with Kruskopf Olson for the most gold awards won by an agency. KO won its awards for work for local restaurant chain Fuji-ya.
"I could have listened to this campaign over and over [and we did]," said Carol Henderson, creative director and partner at McKee Wallwork Henderson Advertising in Albuquerque, N.M., and one of the judge's of this year's competition, in a statement. "To take such a well-worn road as anti-tobacco messages and do something truly interesting, thought-provoking, funny and fresh was the high point of the entire show for me."
The MAFA presented a total of 355 awards. Carmichael Lynch earned the most, with 54. Periscope went home with 31 prizes.