Client:

Birds Eye

Agency:

Bartle Bogle Hegarty

The Team

Creative Director: Rosie Arnold; Art Director: Steve Wakelam; Copywriter: Dean Wei

Jim Thornton

Executive Creative Director, Leo Burnett

The Judge's verdict

"This is just a brilliantly simple visual that intrigued me enough to rouse me from my early morning commuting slumbers.

"It immediately takes the problem of childhood obesity out of the distant arenas of medical journals, newsrooms and the Houses of Parliament and makes it real again by concentrating it back where it belongs - the home - with wit and impact.

"My only gripe is that having done such a good job at pulling me in through the shot, the headline subsequently felt pretty feeble and more than a little defensive.  However, I came away knowing that over 50% of Birds Eye kids' foods have had the saturated fat removed, so job done."