Irish Independent wins top awards for 'Choices' campaign
THE Irish Independent picked up a series of awards for its groundbreaking 'Choices' advertising campaign at the prestigious Kinsale Sharks.
The Irish Independent campaign won Silver in the 'Media Excellence' category and three Bronze awards in the 'Irish TV', 'Outdoor' and 'International Integrated Campaign' categories.
The provocative series of adverts aimed to reflect key issues facing Irish society - tackling controversial choices such as contraception, abortion, public protest, and arming the gardai.
A co-ordinated online, social media campaign was run in conjunction with striking print, television and outdoor advertising.
Geoff Lyons, Group Marketing Director, Independent Newspapers (Ireland) Limited, said: “As a media owner and user we know just how competitive the advertising world is. So, we are truly delighted that our Irish Independent ‘Choices’ campaign has been so richly awarded nationally and internationally at such a prestigious advertising festival as the Kinsale Shark Awards.
“The Irish Independent is the news brand that answers the questions on the nation's mind. We seek to stimulate the debate, unearth the truth and entertain our readers with quality thought provoking journalism. This campaign was designed to reflect our core attributes and we are delighted that it has been received so well.”
Craig Farrell, managing director at media buying agency Starcom, added: “Our strategy with the media plan was to create intrigue and spark debate. We are thrilled to have won a Silver Shark for this integrated digital campaign as we took great care to ensure that the digital and social media were completely aligned with all other aspects of the campaign, including the newspaper content itself.”
Mark Nutley, deputy creative director at the advertising agency Irish International, added: “To see the Irish Independent ‘Choices’ campaign receive four Sharks Awards is hugely gratifying for everyone involved at Irish International.
“For the campaign itself to have been recognised as having succeeded across many platforms is hugely satisfying.”