Client ■ Winston Fletcher Fiction Prize
Industry ■ Creative
Media used ■ Direct mail, web
Target audience ■ leading advertising industry writers
Date ■ April 2016
Country ■ United Kingdom
Agency ■ MullenLowe London
BACKGROUND
The Winston Fletcher Fiction Prize was created by a group of individuals from the advertising community in memory of one of advertising's greats, the late Winston Fletcher (1937 – 2012).
The prize is designed to encourage and recognise great writing amongst the advertising and related marketing community. Some of the greatest fiction writers, including F. Scott Fitzgerald, Salman Rushdie, and Joseph Heller started their careers in advertising. The winner receives a cash prize of £2000 awarded by a jury chaired by Tim Waterstone.
IDEA
Leading industry writers received a bespoke book from jury chair Tim Waterstone in the post. These were not ordinary books, however. Inside they were blank, apart from a simple line of encouragement on the first page, "So, what's your next chapter?". They were also personalised. The dust jackets had the recipients' name and the legend 'Title Goes Here', but were designed to relate to a famous piece of their work. Jeff Goodby of Goodby Silverstein, who wrote the 'Got Milk?' campaign, received a book featuring a milk bottle. Richard Russell's cover featured a beautifully crafted engine covered in butterflies, in homage to his Cannes Grand Prix winning Honda "Grrr" spot for Wieden and Kennedy.
Lee Clow's book featured a sledgehammer in reference to his famous Apple 1984 commercial. MullenLowe also sent out books to writers whose work had been highly awarded in recent years. The DM campaign was supported by print executions running in relevant trade media.
RESULTS
It's too early to be specific but entries for the prize are coming in. MullenLowe has already received personal thanks from recipients of the books and promises that this has made them want to write an entry.
If you need to solicit entries for fiction from some of adland’s great writers, it needs to be bold and creative and this campaign certainly delivered on it.
MEDIA
