I heart NY: my favourites from the Caples Awards

New York is one of the most populous urban agglomerations in the world. Its number further increases on 14 November when the world’s creative elite roll in for the annual Caples Awards.

The Caples Awards honours the best in direct and interactive marketing around the world. With international chairs in 50 countries, it is judged by more than 50 senior-level, international creative directors. In short, it’s a toughie to win as the work is the best of the best.

This year some brilliant work was entered – with the UK doing us more than proud in terms of stage time.
Below are three of my favourites that I am sure will be adding further metal to their respective agency trophy cabinets throughout the year:

1. I wish my son had cancer
Award: Gold
Category: Print advertising
Client: Harrison’s Fund
Agency: ais London

‘I wish my Son had Cancer’ is a pretty shocking headline to read. Alex Smith’s six-year-old son, Harrison, has Duchenne Muscular Dystrophy, which is a degenerative condition that will kill him slowly and painfully before he reaches adulthood. Ultimately, this headline encapsulates how Alex and the parents of other sufferers of terminal diseases feel. It’s the truth. And the truth can be the most shocking and powerful thing you can say.

The ad, with no budget behind it, only ran in The Evening Standard – but still generated mass coverage – from The Fast Company to ITV. Importantly, it also generated large donations.
Brilliant copywriting, ballsy and massively powerful – well done ais.

2. Pet Food Release
Award: Gold
Category: Direct mail
Client: Affinity Petcare
Agency: Proximity Spain

I love this campaign because it’s bonkers but effective. Most planners look for a killer human insight and then how they can affect behaviour change with their target – if you work at Proximity in Spain they look at canine and feline insights and how to change behaviour with our four-legged friends!

The agency were briefed to create a brilliant press release that would communicate Affinity pet foods’ new online offering. Their solution – the first press release that people could read and dogs and cats could eat (of course!). The release was sent to 190 dogs and 110 cats whose owners were bloggers, press or influential in the pet industry. All were personally addressed to each pet.

For a €25,000 investment it generated €250,000 of media coverage. Creative, effective and most importantly, great fun.

3. Driving Dogs
Award: Best in Show
Category: Direct mail
Client: Mini/SPCA NZ
Agency: Draftfcb Aukland

Finally, the daddy, the bee’s knees – the one that topped them all – The Best in Show.
Yes, it’s dogs again – this time it’s rescue dogs in New Zealand. This campaign reached over a billion people and is game-changing in my view. Rather than undersell it – I urge you to watch this amazing video. This campaign is literally the dogs b******s!

Well done Draftfcb – I am off now to brief the creative department that a dog must be included in every idea presented from now on…

Watch Dogs Can Drive video.