I am not a big fan of awards.
I think there are too many.
I think every industry, every magazine, every media outlet creates awards which has diluted their value.
That said I think this advert and these guys, Adam & Eve definitely deserve recognition.
Apparently responsible for driving growth of 70% and delivering the largest ROI in the industry history with £32 return for every £1 spent.
Also delivering fosters from third to first in the off trade market.
There is another issue at stake which I will elaborate on in a later post about what constitutes advertising cut through success and actual sales success but that is a very different debate.