NEW YORK Adweek awarded the second annual Innovation Award to the team behind Honda's "Grrr" campaign as part of the magazine's 31st Creative Seminar.
Personnel from Wieden + Kennedy in London winning the award include creative directors Tony Davidson and Kim Papworth, as well as copywriters Sean Thompson and Michael Russoff.
The campaign, which won the Television Grand Prix at the International Advertising Festival in Cannes, France, this year, features a 90-second cinema spot showing a animated fantasy world where animals attack clunky engines until a pristine diesel version appears. A jingle sung by Garrison Keillor that includes whistling adds to the whimsy. The spot was part of a wider $7 million campaign, which won a Titanium Lion at Cannes, that encompassed interactive, radio and print ads, an online game, a DVD for dealers, and a guerrilla postcard and sticker effort.
The campaign picked up most top prizes at awards competitions this year, including the One Show, Andy Awards, the Clios (a property of Adweek parent VNU) and the D&AD.
Adweek's Innovation Award honors people who promote originality in campaigns. Last year's winner was Alex Bogusky, executive creative director at Crispin Porter + Bogusky in Miami.