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'Let Leonard In' to receive Best of the Best award at RACie gala
Feb '08
In a live vote, the Seattle Aquarium took top honors at last night's RACie Awards gala for an advertising campaign centered around a goldfish. The RACie Awards, which honor the very best campaigns in the retail industry, are distributed by the Retail Advertising and Marketing Association. Last night's Awards Gala was held at the Hilton Chicago during RAMA's Retail Advertising Conference.

By a narrow margin, audience members chose Seattle Aquarium's “Let Leonard In” campaign to receive the Best of the Best award. In the campaign, Leonard, an ordinary goldfish, wants to swim with the exotic fish in the Seattle Aquarium. The multi-media campaign included outdoor, posters, radio and television ads, and even a website.

Three other retail campaigns were contenders for the Best of the Best award, including the “Want It!” campaign from Saks Fifth Avenue, which created 18 images to celebrate fall trends, each cleverly weaving the name of a Want It! item into its silhouette.

Target was also a contender with its “Times Square” campaign, which used billboards to display inspirational words and graphics through animations, sound effects, and pyrotechnics. In addition, a television advertisement called “Husband” by retailer For Eyes was a stand-out to judges for getting across its simple message that shoppers could find the same standard of quality and appearance on eyeglasses at a lower price at their stores.

“To be successful, retail marketing campaigns need to stand out among the masses,” said Mike Gatti, Executive Director of the Retail Advertising and Marketing Association, which distributes the awards. “RAMA is happy to honor the companies who have looked outside the box to make their message stick.”

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