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Best Art Direction (Joint) Campaign/Ad: Ship Agency: Publicis QMP Client: Beamish & Crawford Copy: Ronan Nulty Artwork: Ger Roe Media: Mindshare
Sharing the top spot for art direction was another Publicis QMP campaign, this time ‘Ship’ for Beamish and Crawford (see page 52). The ad was a runner up in the March NNI Press Ad of the Month. “What I loved about this ad was the
brazen, unabashed, totally unapologetic use of a simply gorgeous visual,” said Borra. “The image is so derivative that it has almost a post-modern feel. It’s classic. “You know, there’s really no powerful
idea or concept. This is a straightforward announcement ad. But it announces it beautifully.”
Best Copywriting (Joint) Campaign/Ad: Bloomsday Agency: Ogilvy & Mather Client: ISPCC Copy: Des Kavanagh Artwork: Jack Healy Media: Mindshare
Created for the ISPCC by Ogilvy to coin- cide with last year’s Bloomsday, this ad was named NNI Press Ad of the Month for June. Writing about the work, copywriter Des Kavanagh pointed out that there are hun- dreds of children begging on the streets of Dublin every day, all of them vulnerable and voiceless. “This ad depicts the thoughts of a child
begging on the streets of Dublin on Bloomsday,” he said. “It gives him a voice. It asks the reader to look and see and hear again. To recognise that, even in the midst of celebration, there is another city. One that cannot be overlooked. That needs our urgent attention.” As one of the judges for the monthly
award, Martin Wright of Gospel TM, said the work is press advertising at its very best. “Great writing, great art direction, fan- tastic timing. Wish I’d done it myself!” Ian Doherty of Bonfire, the other judge
for June, welcomed the return of a long copy ad in the papers. “Could this be the start of a revival? Well written, well art directed and of course great timing around Bloomsday.” “OK, it’s a long copy ad,” said Borra.
“And that makes me react the way many of us react when we see a homeless person – walk away. But, but... The context here is the newspaper, the feel of the newsprint in your hands. “The context is Bloomsday. The context
is storytelling. June 16 is the one day in the calendar that something like this could work, and boy does it work. For making it work, this gets my vote.” Incidentally, this ad also won two silver
sharks (Irish Print and International Copy – Craft) for Ogilvy & Mather at the Kinsale Shark Awards last September.
Best Copywriting (Joint) Campaign/Ad: Gabriel Metsu Exhibition Agency: Ogilvy & Mather Client: National Gallery of Ireland Copy: Des Kavanagh/Connor O’Hare Artwork: Laurence O’Byrne Media: MEC
Another Ogilvy campaign, for a series of
ads for the National Gallery of Ireland’s Gabriel Metsu exhibition, also took top position in this category. This campaign was a runner up in the NNI Press Ad of the Month for October 2010 competition to the overall grand prix winner, Seven Signatures by Publicis QMP. Julian Borra described the ads as really
interesting. “You think, what’s a museum ad? It’s a massive image. Huge impact. Tiny logo. No charm. These ads don’t do it that way. “Here, the writing and the calligraphy
brings the story to life in a way that’s very playful, very whimsical. In a world where writing doesn’t even feature, the copy man- aged to make me think about the human narrative behind the paintings. This is advertising with an intelligent smile.”
54 Marketing Age Volume 5 Issue 1 2011
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