By: Lucia Moses For the second year in a row, ads for
The New York Times took the Newspaper Association of America's top ATHENA prize for creativity in newspaper advertising Wednesday night.
Lowe New York won this year's $100,000 grand prize for its "Look Deeper" brand campaign.
Each ad featured a single image on a full newspaper page, with four words in the lower corner designed to show the different meanings a picture can suggest and underscore the
Times' in-depth coverage.
An ad showing a woman in a Burka, for example, was accompanied by the words "Religion," "Oil," "Women's rights," and "Travel."
Winning the grand prize last year was Bozell New York, whose
Times campaign, "Make Sense of Our Times," adapted Norman Rockwell images to the post-Sept. 11 environment.
The NAA this year introduced a grand prize for retail advertising and expanded its classified division to include a recruitment ad category.
The $25,000 top retail award went to Target Corp. for its campaign, "Small Space." Featuring pictures of products and their price and designer, the campaign by Kirshenbaum Bond & Partners aimed to promote Target goods as stylish yet affordable.
The NAA announced all 55 ATHENAs (Award To Honor Excellence in Newspaper Advertising) totaling $130,000 in New York Wednesday. The winners are to be displayed at
www.athenaawards.com.
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