‘It demonstrated to people that you don’t have to spend a lot of time talking about features to get people to make a human connection with your product,’ said Mike Hughes, president of The Martin Agency in Richmond, Va., and a Kelly judge. ‘Also, one of the core values for Apple is design. To reinforce that without ever talking about it, just by art direction, is an incredibly smart and effective device.’”
iPod ad campaign awarded top honors
“The Magazine Publishers of America awarded TBWAChiatDay the $100,000 Grand Prize Kelly Award for its Apple iPod “Silhouette” campaign that shows people dancing with iPods against brightly colored backgrounds.