The Big Won (www.thebigwon.com) is an online database that ranks agencies and campaigns around the world by the quantity and the quality of awards they win.
A quick poke around the data reveals that there are some outstanding agencies in Denmark. Hjaltelin, Stahl & Co, for instance, won a fair number of Direct awards in 2008 for City Post with ‘Log Cabin’.
In 2009, however, only Robert Boisen and Saatchi & Saatchi Copenhagen feature in The Big Won’s rankings of the best of Direct. Robert Boisen’s “Gas Station” idea for Suzuki won Bronze at Cannes but it could win so much more – if they entered it.
Has the recession hit Danish agencies so hard they can’t afford to enter international shows? Or is it simply that you Danes just don’t care about awards? Or maybe it’s because no-one knows what is direct any longer? Selling fuel at a 30% discount, for instance. It’s not an ad, it hasn’t got a coupon, but it directly helped increase sales of Suzuki cars by 12.5%.
So, take a look at your recent work. It may be more Direct than you think. And enter it for The Caples Awards because Direct is no longer just 'shit that folds' and goes in an envelope. It’s anything that provokes a response.
/Patrick Collister/
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