Volvo scoops top prize at APA creative awards

Liv, Volvo's customer magazine, has scooped Best Overall Creative Solution at APA's inaugural Creative Awards, held at London's Design Museum, for a fashion shoot created by Redwood.

The judges believed that no other entry captured the brand and the audience in such an entertaining and original way.

The shoot, entitled Dummy Run, took a simple premise - crash test dummies living the high life and showed exuberance, wit and sheer hard work in making the models look human.

Liv also picked up the Best Use of Photography for the same campaign.

All the judges agreed that the work was "visually stunning", "refreshingly original" and "exactly right for the target market and brand".

This paired with "the faultless execution and expertise on display" ensured its winning spot.

Haymarket Network also had a very successful night, winning three awards, including Best Landing Page for a website to promote the British Olympic Association brand and raise the profile of Team GB.

The judges said: "The BOA landing page was easily the clearest and really led you into the site well - it took a step back, made the page simple and was all the better for it".

Best Use of Typography was awarded to Haymarket Network for its "simple, clean and unpretentious" magazine for The Design Council.

Typography is key to the biannual publication, reflecting the creativity of the content and complementary to the magazine's strict grid design.

It also picked up Best Creative Innovation Online for a website documenting British American Tobacco's attempt to break the land speed record in an F1 car.

The website was the main platform for the event as the public and the media were banned from the attempt.

The judges were therefore very impressed by the "huge amount of material to get into - it really makes you want to get involved, which is what all websites should aspire to".

John Brown also picked up two awards, including Best Front Cover for Ronnie Scott's.

The magazine was produced as part of the relaunch for the famous London jazz venue.

It had to reflect not only its heritage, but also a contemporary outlook for its modern-day customers.

The judges were struck by the cover's "beautiful typography" which "provided an immediate emotional connection with the reader and an open window into the unique world of jazz".

Best Creative Use of Print was also awarded to John Brown for a feature in Crystallized, Swarovski Crystal's magazine targeting its fashion and retail clients.

With consecutive images printed on trace paper overlaid onto a striking picture printed on standard stock, the piece artfully demonstrated that there is plenty of imagination and style in the industry.

The judges welcomed the interactivity and the designer's ability to engage the reader while retaining the magazine's core purpose of selling product.

Finally, Northstar scooped Best Use of Illustration for The Goodwood Revival Programme.

The illustration on the cover reflected the passion and nostalgia of the event through the use of a genuine illustrator of the time.

Jon Haward, who illustrated the Dan Dare comic strip in the 1950s, perfectly captured the essence of the festival and brought a welcome move from the usual car-based feature.

The Creative Awards were introduced to recognise and reward the fresh and imaginative thinking which continues to drive the industry forward in constantly seeking new and better ways to engage with readers.

The APA continues to celebrate the effectiveness of customer magazines with its annual Customer Publishing Awards held in November.

Julia Hutchison, Chief Operating Officer of APA, commented: "The Creative Awards, fondly nicknamed The Olives, have already been hugely successful - we have received great feedback from members, clients and potential clients alike in terms of showcasing the best in design and creativity.

"Historically this hasn't been a focus but the introduction of the awards gives us the opportunity to add even more strings to the customer publishing bow.

"This year we attracted 160 entries from 22 companies demonstrating the rude health of the industry, but also the ever increasing levels of innovation and passion within the customer publishing market, which provides the necessary excellence and wow factor for some of the world's most famous brands".

Emily Travis, Head of Publishing, Royal Mail, added: "The imagination and innovation demonstrated by all of the entries combined with the provable effectiveness of the medium paints a very compelling picture.

"It therefore isn't surprising that marketing directors are increasingly placing more value on the medium and insisting that customer magazines play an important role in a marketing strategy.".

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