Hold the back page

This year’s big winner at the Epica Awards was sport, but more of that in a moment. These 17-year-old European creative awards, which are unique in being judged by journalists rather than by the usual industry practitioners, had a pretty bumpy ride this year – along with other awards. Entries were down to a mere 4,554, which represents a drop of nine per cent on the previous year. The main culprit was Germany, whose dire economic plight was reflected in a 31 per cent fall off; and given Germany was 2002’s most enthusiastic participant, that alone meant a lot fewer entries.

The good news (necessarily somewhat subjective, and with no disrespect intended towards Germany) was that the quality of what remained exhibited a marked improvement on the previous year.

It’s all coming up tulips

As it frequently does, the UK made a very strong showing, sharing the palm with France at ten winners apiece. Yet it was the Dutch who stole the show. Though in third place overall, with six winners (the same number as Sweden), Holland’s agencies carved up both top honours between them.

I say both, because this year for the first time the grand prix, known as the Epica d’Or, has been split into two, to create both a print and film prize. “Impact”, 180 Amsterdam’s press and outdoor campaign for Adidas International, in support of the Rugby World Cup 2003, won the print prize. The appeal of the ads is in the stark black and white portraits of various well-known international rugby players seemingly hurling themselves at the viewer. Indeed, this is exactly what they were doing. The innovative results were achieved by covering the players from head to foot in black paint and then throwing them against a white canvas. A vivid and memorable way of portraying what is, after all, the most brutal contact sport.

Meanwhile, rival Wieden & Kennedy (W&K) Amsterdam wrapped up the commercials grand prix with its “Musical Chairs” campaign. This characteristically lavish and well-choreographed Nike romp takes place inside an American sports arena. When the music stops, so does the game and everyone – players, audience, staff – starts a frenetic hunt for somewhere to sit, variously interpreted as stadium seating, a baby’s pushchair, benches in a locker room, a forklift truck and even the toilets. As a story- line, it’s not the greatest, but the campaign manages to project the idea of our individual competitiveness in an attention-grabbing way.

Magyar merit

The film d’Or was not won without a struggle. Closest competitor was a well-crafted Hungarian McDonald’s commercial, “Hi” (made by DDB Budapest), which mercifully left out the burgers and emphasised the service aspects of the great retailer instead (winner, food category). John Smith’s bitter (“Mum”, “Diving” and – taking traditional Yorkshire bluntness into a new dimension – “Babies”) was also in with a shout. Made by TBWA/London, the three executions won the alcoholic drink category. The beautifully made “Cog”, devised for Honda by W&K – this time the London office – easily won the automobiles category, but offered surprisingly weak competition in a final run-off for the film grand prix.

A number of other film category winners merit a mention. Among them was New Deal DDB’s “Pregnant” execution for Dream ice-cream, and Robert/Boisen & Like-Minded of Copenhagen’s “Magazine Rack” and “Birthday” campaigns for Interflora. On the subject of birthdays, Clemmow Hornby Inge’s commercial of the same name for the Daily Telegraph was also well received. And there was a natty campaign for The Times London Film Festival, made by Rainey Kelly Campbell Roalfe/Y&R, which made up in droll dialogue what it lacked in budget (it won the recreation and leisure category).

Print makes little impression

Little in the print field offered the same kind of buzz, or indeed much competition to the grand prix winner, although TBWA/Paris’s “Supermarket” work for the PlayStation 2 had its devotees.

For the record, Clemmow Hornby Inge and Leo Burnett Prague did exceptionally well this year, with two winners and seven finalists each. But the most successful entrant was Forsman & Bodenfors of Sweden, with three winners and nine finalists. DDB finally pipped BBDO to the post as most successful network, with six winners from five countries. BBDO tied with TBWA, the two networks achieving five winners in three countries each.

To see the winners, including RealVideo commercials, visit www.epica-awards.com

EPICA AWARDS

CATEGORY FILM AWARD PRINT AWARD

Epica D’Or (Film) Wieden & Kennedy, Nike, ‘Musical Chairs’ (NL)

Epica D’Or (Print) 180 Amsterdam, Adidas, Rugby World Cup Campaign (NL)

Food DDB, McDonald’s, ‘Hi’ (H) Cayenne, Italian Food Collection Campaign (I)

Confectionery & snacks CLM BBDO, Snickers, ‘The Fountain’ (F) Tandem DDB, Chupa Chups, ‘Cowboy’ (E)

Dairy products New Deal DDB, Dream Ice cream, ‘Pregnant’ (N) Lowe Brindfors, Yoggi Yoghurts, ‘Pick Your Own’ (S)

Alcoholic drinks (A) DDFH&B/JWT, Smirnoff Black Ice, ‘Parent Trap’ (IRE) JWT+H+F, Smirnoff Ice, ‘Piano’ (CH)

Alcoholic drinks (B) TBWA/London, John Smith’s Bitter Campaign (UK) Graffiti BBDO, Guinness, ‘Think Positive’ (ROM)

Non-alcoholic drinks CLM/BBDO, Pepsi-Cola, ‘Elephant Tower’ (F) J Walter Thompson, Moreno Coffee Campaign (E)

Clemmow Hornby Inge, Tango, ‘Seal’ (UK)

Transport & tourism New Deal DDB, Nor-Way Bussekspress, ‘Eggs I & II’ (N) BETC Euro RSCG, Air France, ‘Flying Cheaply’ (F)

Retail services Robert/Boisen & Like-Minded, Interflora, ‘Power of Flowers’ (DK) .Start, Burger King, ‘Band Aid’ (D)

Financial services Result DDB, Centraal Beheer Insurance, ‘Horse’ (NL) Contrapunto, Sanitas Medical Insurance, ‘Family’ (E)

Public interest Leo Burnett, UAMK Road Safety, ‘Funeral’ (CZ) Leo Burnett, Amnesty International, ‘Thank You’ (CZ)

Communication services Forsman & Bodenfors, Tele 2, ‘Mailslot/Mailbox’ (S) Lowe, Orange, Network Quality Campaign (CH)

Homes, furnishings Leo Burnett, Ikea, ‘Let it Snow’ (PL) Hasan & Partners, Ikea, ‘Live a Little More’ (FIN)

& appliances

Household maintenance Saatchi & Saatchi, Ariel Style, ‘The Everyday Life of Clothes’ (F) Lowe, Skip Black Velvet Campaign (P)

Audiovisual equipment Marini Dotti, Fujifilm Digital Cameras, ‘Escape’ (I) TBWA/Paris, Sony PlayStation 2, ‘Supermarket’ (F)

& accessories

Toiletries & healthcare Forsman & Bodenfors, Libero Diapers, ‘Time for a Wee’ (S) Grey, Remington Bikini Trim and Shape (UK)

Beauty products Magic Hat, E45 Body Lotion Campaign (UK)

Automobiles Wieden & Kennedy, Honda Accord, ‘Cog’ (UK) TBWA/Paris, Nissan 4×4 Range, ‘Explore’ (F)

Automotive & accessories CLM BBDO, Total Petrol Stations, ‘The Telephone’ (F) Leo Burnett, Fiat Authorised Service Stations Campaign (PL)

Office equipment Kolle Rebbe, Bisley Furnishings, ‘New Order’ (D)

Business services Kolle Rebbe, Inlingua Language School, ‘Eurolingo’ (D) LG&F, AXA Recruitment Campaign (B)

Industrial & agricultural Euro RSCG C&O, Airbus A340, ‘Couples’ (F) Poulter Partners, British Glass Glasspac Campaign (UK)

equipment

Clothing & fabrics Wieden & Kennedy, Nike, ‘Stream’ (NL) Storakers McCann, Lee Jeans, ‘Behind the Scenes’ (S)

Footwear & Wieden & Kennedy, Nike, ‘Musical Chairs’ (NL) 180 Amsterdam, Adidas Rugby World Cup Campaign (NL)

personal accessories

Media Clemmow Hornby Inge, The Daily Telegraph, ‘Birthday’ (UK) FCB/TAPSA, TVE News Campaign (E)

Recreation & leisure Gorgeous (for Rainey Kelly Campbell Roalfe/Y&R), Louis XIV DDB, World Athletics Championships Campaign (F)

The Times London Film Festival, ‘Director’ (UK)