OgilvyOne London’s acclaimed 2006-7 campaign for Cancer Research UK, “Smoke Is Poison”, was this week named “DM Campaign of the Decade” by <em>Campaign</em> magazine in its special “Annual” issue.
The work (with above-the-line created elements created in conjunction with sister agency Ogilvy Advertising) encompassed direct, TV, posters, radio, targeted media and even “ambient” executions (including the famous “tanker”, pictured above) beat off some stiff competition to win the accolade of best direct campaign of the noughties.
The magazine said: “Four Cannes Lions, including the Grand Prix, as well as a gold and a silver at the Campaign Direct awards ensured that this campaign received the accolades that the idea deserved. It wasn’t just the DM industry that reacted well to it, though. The campaign managed to raise the public’s awareness of the poisons contained in smoke by an incredible 178%.
“A novel example of an agency cleverly answering a brief in a rather unconventional way.”
The campaign was art directed by Charlie Wilson and written by Emma De La Fosse. Colin Nimick was the executive creative director.
OgilvyOne London was also runner-up in <em>Campaign</em>’s Agency of the Year and Agency of the decade awards; Colin Nimick was named No.2 DM Creative Director.
