London International Awards
2022 Winners and Finalists
Bronze
Design
Use of Copywriting Campaign
| Entrant: | Ogilvy UK, London |
| Brand: | Relate - The Hornicultural Society |
| Title(s): | "Artichoke", "Plums", "Onions", "Avocado", "Aubergine", "Courgette" |
| Corporate Name of Client: | Relate |
| Client Partner PR : | Rachael Coomber-Nolan |
| PR Company: | Ogilvy UK, London |
| Agency: | Ogilvy UK, London |
| Chief Executive Creative Director : | Jules Chalkley |
| Chief Creative Officer: | Andre Laurentino |
| Creative Directors: | Nicola Wood/Andy Forrest |
| Deputy ECD Of Design : | Luke Ridgway |
| Senior Creative Editor : | Sara McAlpine |
| Copywriters: | Nicola Wood/Andy Forrest |
| Art Directors: | Nicola Wood/Andy Forrest |
| Head of Offline Production: | Justin Cairns |
| Senior TV Producer : | Kim Parrett |
| Senior Producers: | Sue Streatfield/Heather Hart |
| Agency Managing Partner: | Katharine Easteal |
| Agency Account Directors: | Erica Wood/Jennie Halliday/Erica Cohen |
| Illustrator: | Marta Zafra |
| Art Buyers: | Jodi Woodhouse-Ward/Ross Walker |
| Clear Channel Project Lead: | Jason Jarvis |
Description:
We created The Hornicultural Society, a tongue-in-cheek organisation that’s just as informative as their other favourite gardening society, but it puts a whole new spin on how to keep their firm vegetables and bountiful bushes free from disease.
Using humour and disruption to raise awareness of a serious issue, we created a range of vegetable themed condoms that were beautifully designed, wittily written and packaged up like the seed packets you’d find in the garden centre.
We also ran bold out of home, and created attention-grabbing direct mail, using the same language from garden vernacular and the same beautiful botanical illustrations.