By: Jennifer Saba In the world of advertising, newspapers play the nerdy wallflower to sexier media like TV. The Newspaper Association of American is trying to change that perception by rewarding those who do outstanding work with print.
It's Advertising Week in New York, so the NAA choose the Astra D+D building in midtown Manhattan--the go-to place for interior designers--to unveil the winners of the 2004 ATHENA Awards for the best newspaper advertising.
The NAA presented the winners at Charlie Palmer's Astra Caf? on the 14th floor (which was closed for the day, to the chagrin of designers, for the night's events) among cocktails and hors d'oeuvres--seared duck, salmon, shrimp fritters and pate.
The best-in-show winner: Crispin Porter + Bogusky's "Book Wrapping Paper" for Borders. The freestanding insert ran in papers like The Atlanta Journal-Constitution and the Chicago Tribune, and it doubled as holiday wrapping paper. The backside pictured a book with blurbs instructing readers why books make a good gift.
"It's just simply original and originality counts, especially nowadays, now that everything has been done twice," ATHENA Judge Dennis Lim, creative director for Publicis & Hal Riney in San Francisco, said in a statement.
In the student competition, Kevin Koller from the Miami Ad School won for his Odor Eaters campaign. He pocketed the $5,000 top prize and now works with Crispin Porter + Bogusky.
The NAA also donated $50,000 to the Virginia Commonwealth Univeristy's Adcenter in Richmond, Va., in the name of Crispin Porter + Bogusky. The money funds the University's new program centered on a print curriculum. Rick Boyko, the former chief creative officer at Ogilvy & Mather, is the VCU Adcenter managing director.
More than 1,000 entries were submitted for consideration this year, and 38 campaigns were recognized for their work. A complete list of winners can be found at http://www.athenaawards.com.
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