Kitcatt Nohr Digitas

Kitcatt Nohr Digitas was awarded Gold for Best Use of Copy at the DMA Awards last night. The agency won the award for its WaterAid “Diarrhoea” TV ad.

The campaign beat work for Glenmorangie and Lynx to pick up the coveted award for copywriting.

The integrated WaterAid campaign has already won numerous UK and international awards, including three John Caples International Awards, an International ECHO Award, a Marketing Week Engage Award and a Thinkboxes Award.

Copy for the TV ad was written by Kate Flather. Art direction was by Guy Patrick. Simon Robinson was the creative director, Jake Richards was the account handler, and planning was by Richard Madden.

DMA judge Darren Kay, Executive Creative Director at Tullo Marshall Warren, commenting on the ad said: “This one really surprised everyone. By starting off positive, the twist on a familiar nursery rhyme subverts the whole problem/solution positioning that most charities make. The power of the words is such that this idea could be used in any medium. That’s why it struck a chord.”