Creative: Budget Under $50,000

GOLD (two-way tie)

GOLD (two-way tie)

Company: Graphic Resources

Campaign: Diary of a Direct Marketer:

The Personal Touch

Agency: Mosaic Direct & Interactive

Creative Director: Scott Pinkney, Mosaic Direct & Interactive

Copywriter: Bonnie Lester, Lester Communications

Art Directors: Scott Pinkney, Bill Cowie

Fine paper distributor Graphic Resources recognized a relatively untapped market in the direct marketing industry – one that clearly had huge paper requirements. So the company created a user-friendly, hands-on educational tool designed to help simplify the complexities of paper specification. The book – Diary of a Direct Marketer: The Personal Touch – (a sequel to Diary of a Direct Marketer: The Paper Years, published in 1999), was made available to anyone in the direct marketing field, free of charge.

The program was promoted through trade shows and customer rep. visits. It aimed to increase the brand profile of Graphic Resources within the direct marketing industry, educate consumers on the advancements in paper technology and increase paper sales to target audiences. The fictional John A. Sample was used as the narrator of the book – he was positioned as the most knowledgeable man in the field of direct marketing, taking readers through the industry.

The program continues to gain recognition within the direct marketing industry, and is now being used as a training tool for direct marketers. What’s more, it has helped build Graphic Resources’ reputation in the industry, leading to unprecedented business penetration and increased sales.

GOLD (two-way tie)

Company: Camp Oochigeas

Campaign: Camp Oochigeas 2001 Solicitation Mailing

Agency: MacLaren MRM

Creative Director: Kimberley Walsh

Copywriter: Roman Soloman

Art Director: Bronwyn Anderson

Camp Oochigeas is a non-profit residential summer camp for children who have cancer. It is funded entirely by private donations, and each year the camp sends out requests for donations – through its spring and fall newsletters – to all those who have donated in the past. The 2001 Solicitation Mailing program strategy, which began June 7, 2001, was to extend the solicitation mailing to the entire database of past supporters in an effort to maximize donations.

The mailing included a letter that was personalized, based on past donations, in addition to three ‘Ooch-cards’ which combined visuals of traditional medicine with that of a summer camp experience. On the reverse of the card, readers learned how powerful and meaningful a stay at Camp Oochigeas could be to child suffering from cancer. Results indicate that the creative successfully inspired readers to make repeat donations.

SILVER

Huntington Society of Canada for its ‘Deadly Future PSA’ campaign, developed by OgilvyOne worldwide/OgilvyInteractive.

SILVER

Pollution Probe for its ‘Clean Air Commute 2001 Mailing’ campaign, developed by Proximity Canada.

MERIT

Manulife Direct, a division of Manulife Financial Ltd., for its ‘Fall 2000 DRTV’ campaign, developed by Proximity Canada.