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Caples Awards, 2013

Der Typ der Belohnung: Advertising Awards

Formerly known as the The John Caples International Awards, Caples is an awards program and creative summit that honors the best in digital, direct and interactive marketing from around the world. Some 60 top global creative directors convene each year to judge international entries across diverse categories including content creation and microsites, mobile apps and email marketing. Caples is owned and managed by Direct Marketing News, a Haymarket Media brand and the independent authority for digital and direct marketers. Caples was originally founded in 1978 by Andi Emerson, a direct marketing pioneer, in honor of famed copywriter and direct marketer, John Caples.


In die Sammlung hinzufügen
Notiz hinzufügen
Medien Druckwerk, Zeitschriften und Zeitungen
Markt Vereinigtes Königreich
Agentur OgilvyOne London
Creative Director Emma De La Fosse, Charlie Wilson
Art Director Graham Jenks
Copywriter Malcolm Pryce, James Nester
Illustrator Hiten Bhatt
Veröffentlicht Dezember 2012


London International Awards 2013
Print Business-to-Business Campaign Bronze Winners

Kredite und Beschreibung

To commemorate the end of the highly clever Kern Gnome Experiment in which Kern & Sohn Precision Scales conducted a targeted experiment to catch the attention of scientists around the world—scientists were invited to use Kern precision scales and a garden gnome to test the hypothesis that, based on fluctuating levels of gravity, a person could weigh slightly more or less depending on where they are in the world—Kern's agency OgilvyOne London ran ads in selected science supply journals celebrating amazing scientific stories that aren't common knowledge.
The ads were written as scientific “white papers” by the Kern gnome himself, including documentation of his visits to the Amundsen Scott Research Station at the South Pole. In the “Potato” advertisement, Kern the Gnome discusses the little known and remarkable fact that planet Earth is actually slightly potato-shaped.
After running in just three German magazines, the white paper ads, of which there are three, rekindled interest in the gnome story, generating nearly 1,000 new requests to weight the gnome, as well as 7,000+ new visitors to and a 27% surge in visits to the Kern website.
Additionally, two major distributors signed up with Kern after viewing the ads—and that will result in an estimated 5,000% ROI in the coming year.
Advertiser: KERN & SOHN
Category: Other Business to Business
Advertising campaign: WHITE PAPER: POTATO
Creative Director: Charlie Wilson
Other Credits: Designer- Steve O’ Leary
Art Director: Graham Jenks
Illustrator: Hiten Bhatt
Copywriter: Malcolm Pryce
Creative Director: Emma De La Fosse
Other Credits: Muse- Kern Gnome
Copywriter: James Nester