N.Y. Effort Tops in Minneapolis

Hometown shops paying to enter The Show, the local awards show here, were stymied for the second year in a row.

Top honors in this year’s contest went to three commercials created by New York agency Kirshenbaum, Bond & Partners, an entry submitted by Minneapolis-based Target Corp. Last year, best of show went to a spot created by Fallon but submitted by a local editing house.

KB&P’s campaign is based on the idea that Target offers such great values that consumers can afford to do offbeat things with the products they buy there. In one spot, a driver weaves around an obstacle course of Tide detergent containers. Another depicts a guitarist using Charmin toilet paper to soundproof his garage.

“That campaign is so great and it’s done so much to change retailing that it needed to be recognized,” said Bill Wright, an associate creative director at Crispin Porter + Bogusky in Miami, who was one of the judges. “It’s a good expression of what Target has become for everyday life.”

The creatives behind the campaign were executive creative director Rob Feakins, creative director Ucef Hanjani, art director Aaron Al den and copywriter David Black.

Target and its long roster of agencies were also honored with a special judges award for the work they have done to craft the retailer’s brand.

Carmichael Lynch took home the most awards, with 76, as well as the most golds, with 10. Peri scope won 22 awards, three of them gold. Peterson Milla Hooks, Clarity Cov erdale Fury and Kerker each won 17 awards.

Wright praised all of the entries, which he said maintained Minneapolis’ status as one of the country’s pre-eminent local awards shows. “It was really hard to knock out some of the work,” he said. “It’s part of the Addy [network], but you treat it like the One Show or Creative Arts.”

The other judges were Jayanta Jen kins of Wieden + Ken nedy in Portland, Ore.; John Boone of Boone Oak ley in Charlotte, N.C.; Steve Silver of Silver Mel-ville in San Francisco; and Marsha Stone of Free range Consulting in Indianapolis.

The Minneapolis ad show is co-sponsored by the Advertising Federation of Minnesota and the Minneapolis Art Directors/Copywriters Club.