‘Look Deeper’ Ads Earn Grand Athena Award

NEW YORK Lowe’s “Look deeper” campaign for The New York Times received the Grand Prize at the Newspaper Association of America’s Athena Awards on Wednesday.

Ads feature bold images, such as a camouflage print and a woman in a burka, with the tagline, “Look deeper.” Last year, post-Sept. 11 New York Times ads, tagged “Make sense of our times” and created by Bozell in New York, took the NAA’s Grand Prize. Bozell, which was absorbed by Lowe in February, also created the “Look deeper” campaign.

A total of 55 Athena Awards were presented at the One Club in New York on Wednesday. Fallon in New York won two golds for its Timberland executions; GSD&M in Austin, Texas, earned two golds for its Ad Council campaign “Ask for more,” which promoted arts education; and Crispin Porter + Bogusky in Miami took home one gold for its Mini print campaign with copy enticing readers to “Sip, Not Guzzle” and “Burn the Maps.”

The Athena Awards honor creative excellence in newspaper advertising.