Agency: Cawley Nea TBWA Client: Cantrell & Corchrane Ltd Creative: Fuelling the Passion Brand: Club Energise Judges comment: This campaign was enormously effective. 100% of the media spend in year one was on Outdoor, resulting in this new product growing from 0 to 18.6% market share in 12 months. The thinking was revolutionary and turned Sport Sponsorship on its head which took courage and guts. This should be applauded. The campaign shows great clarity of thought with the creative highlighting the product proposition and tying into the environment in a hugely clever way.