Chip Shop Awards

By The Drum, Administrator

August 25, 2005 | 3 min read

Despite being up against London agencie such as Leo Burnett and Drugstore, Elmwood’s creative work for the Edinburgh Film Festival drew a lot of attention from the judges, and gained the design house a Chip for best consumer campaign. Elmwood’s use of sharp typography combined with the inspired adaptation of famous film lines impressed many of the judges. Other lines in the campaign, include a version of Robert Duvall’s line ‘I love the smell of Napalm in the morning’ from Apocalypse Now, Star Wars’ ‘May the Force Be With You’ and Casablanca’s ‘In all the bars...’. Some judges commented that it would have been nice to see the idea taken into other formats, such as TV, radio and digital.

Citigate Smarts innovative design for Val Freeman’s Headteacher Retirement Party Invite also won a Chip for Best Work for a Relative or a Friend. It was praised for being a simple idea ‘that would make the people who know her smile’. Citigate Smarts showed they could delve into smuttiness by winning a Chip in the Best Use of Bad Taste category for its Vagina Monologues ad for the Royal Lyceum Theatre Company. In the same category, Family’s effort – the fetching ginger hair in tartan pants – for Ann Summers only landed a Vinegar, but was praised as ‘whether you found it distasteful or not, it would certainly get your attention and you’d know the shop was open’. The agency also won a second Vinegar for its work for Ikea in the Best Work for a Global Brand you Hhaven’t a Hope of Winning. The ad urging bosses to consider their secretary’s bums was also picked out for ‘being in the spirit of Chip Shop’. TBWA\Edinburgh’s ‘grand old lady’ press ad for Jenners won a Vinegar in the Best Press Ad category but was beaten by Citigate Smarts’ ad for Juice Monkey.

In the Best Charity Ad category, WWAV Rapp Collins Edinburgh’s ‘bullet’ ad for Alice Klivert Tampon Alert won a Chip for ‘getting the point across with a simple execution’. Similarly, a simple strategy worked for designer Ian McIlroy, with his range of ‘I’m’ corporate stationery winning a Chip in the Best Corporate Identity category. The most surprising lack of winners were in the Best Knob Gag and Reject of the Year categories, where no nominations were chosen.

The Grand Prix award went to Sequoia for an inspired ambient ad showing a promotion for the Star Wars Trilogy on a supermarket conveyor belt. That won praise from Beattie, who said; “It’s exactly what the Chip Shop Awards are about. They didn’t have the client, and they used a medium that hadn’t been used before.” Beattie awarded his chairman’s award to copywriter Rick Kiesewetter, who also won freelance work from Beattie’s new agency, Beattie McGuinness Bungay, on the day of the judging.

For the full results visit


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