A press campaign by Honda celebrating the return to work of staff as its Swindon factory re-opened has won the award for the best national press ad of 2009.
The ad, called "Bacon", features a rasher of bacon and a poem in praise of workers and worklife continuing at the embattled production plant.
Honda's ad, one of a number featuring everyday images associated with factory life such as an iron and a cup of tea, won the prestigious winner of winners grand prix at the Awards for National Newspaper Advertising last night.
To save the factory Honda was forced to close it for four months last year because of the recession-induced slump in car sales.
The temporary closure saw 1,300 workers take voluntary redundancy and the remaining 3,400 take a 3% pay cut for 10 months. Remaining staff were pleased to return to work at the plant, prompting Honda's ad agency Wieden & Kennedy to develop a campaign celebrating the reopening.
Darren Bailes, the creative director at agency VCCP, who nominated the ad for the award, described it as "news in the form of advertising".
The recession produced another winner last night with Nationwide taking home the award for best use of "topicality" for a press ad playing on the relative safety of the building society for customers compared with the state of high street banks.
"Solid. Stable. Dependable. Exciting, aren't we?" ran copy on the ad by agency Leagas Delaney.
The best art direction award went to an ad for ITV positioning the FA Cup as a competition where all teams have a chance to win the tournament. The ad, by Bartle Bogle Hegarty, features a milkman skipping around the tackle of a uniformed player. "Where all men are equal," runs the strapline.
"The ad highlights the romance of the FA Cup where even a team made up of milkmen and postmen can cause an upset," said Tim Delaney, judge and group chairman of Leagas Delaney.
A recruitment ad for the Children's Workforce Development Council called "Plasticine" bagged the best copywriting award. The ad was created by Publicis.
In the category of best online advertising on a national newspaper website the NHS's Smoke Free campaign was named winner. The ad was created by Agency Republic.
The award for best creative media partnership went to Lurpak for its "Saturday is Breakfast Day" campaign. The campaign was developed by Wieden & Kennedy and media agency Carat.
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