Chip Shop Awards Entries 2015

The Chip Shop Awards. It’s infamous as the go-to marketing awards for anyone who loves a knob gag, off-colour humour, or submitting that “Every Lidl Helps” advert to the ‘Best Parody” category for the fifth consecutive year. But it’s also a damn good challenge to anyone with a good idea that just couldn’t run.

That sounds like the sort of challenge I like. So for the 2015 contest, 603 Copywriting submitted two entries.

Working alongside my design accomplice Chris Seed, we thrashed out two ideas for the contest. One for a client we couldn’t hope to win at this stage of our careers, and one for a small business that doesn’t have the budget to put out a campaign.

Here’s what we came up with:

Cancer Research – Is Your Number Up?: Best use of an alternative media space

How often do you buy a Lotto ticket? Even though the odds are staggeringly long, you’ll probably throw two quid at a lucky dip every now and then, as much for the chance to daydream about buying a yacht as for the possibility of actually winning.

Now, how often do you check for lumps? Even though the odds are higher than winning the jackpot, if you’re anything like most people you’ll probably have a quick fondle once in a blue moon. Not least because daydreams about hospital treatment and a career in Meth production aren’t as pleasant as the SS Dunwriting.

So what if we dropped a quick ad on a Lotto ticket to let people know that they’re taking an even bigger gamble by not taking care of their health than they are by wondering whether dad’s birthday is luckier than the dog’s? I think it works. Especially when you only have two balls to worry about – not 49.

Encouragingly, this ad made it into a sneak peek article by The Drum – flanked by ads featuring UKIP and Jeremy Clarkson. So it’s not just me that’s inspired by chancers and bollocks.

Cakeshine – It’ll All End In Tiers: Best ad for a friend or relative

Cakeshine is the boutique bakery run by my wife’s best friend. If you look at the wedding cakes section of the site, you’ll see the magnificent cake Clare baked for our wedding. And you’ll probably be amazed, awestruck, and want to put in an order.

Go ahead, I don’t mind. I’ll wait. With my sword.

Back? Good.

Anyway, in the run up to our wedding, the constant refrain in our house was “at least the cake will be fine.”

Your mum’s going to drink all the wine and put a move on my dad.
Don’t worry – at least the cake will be fine.

I’m not sure if I can squeeze a seventh pun into this speech – and what if people won’t laugh?
Don’t worry – at least the cake will be fine.

I had this vision of spilled wine, arguing bridesmaids and a wrecking ball of an usher collapsing through a trestle table under the weight of too much whisky – all offset by this serene, beautiful wedding cake.

In the event, everything went well. People finally started laughing during pun three, and the usher managed to miss the table by a hair’s breadth. And yes, the cake was fine. But the image is one that I think any bride and groom-to-be can relate to, and it’s one that Chris thought we could incorporate into our second entry:


I don’t know about you, but I think we’ve got two decent entries in there. Nominations will be announced in May, with the awards taking place in June.

Not that it matters – I’m at a friend’s wedding that weekend. So I won’t be there to see us miss out to “Every Lidl Helps.”

But at least the cake will be fine.

Need me to apply some creative thinking to your project? Get in touch today.

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