SOURCE: The Midas Awards

December 05, 2007 15:54 ET

Velocity Films of South Africa and SWE Advertising of Sweden Take Grands; McCann Erickson USA Wins Three Golds for MasterCard Campaigns at the 2007 International Midas Awards

NEW YORK, NY--(Marketwire - December 5, 2007) - Two Grand Midas Awards were bestowed this year in the categories Best Cinematography and Real Estate. Velocity Films of Johannesburg won for their film entry "Vincent," created for Coronation Fund Managers. SWE Advertising of Stockholm won for their print campaign "See You in Nine Months" for client Swedbank Real Estate Agency. McCann Erickson's "Just a Piece of Plastic" and "Heart of Commerce" campaigns for MasterCard Worldwide captured Golds in Best Corporate Identity, Best Graphic Design and Best Animation, distinguishing them as the agency with the most Golds in 2007.

"This year's two Grand Midas winners couldn't be more different," explains Midas Chair Ian Henderson, Executive Creative Director of Masius London.

"One is a beautiful and complex piece of film, which has quite clearly taken many hours of labor by a lot of very skilled people to put together," he says of the Velocity Films piece, which portrays the life of Vincent van Gogh to convince viewers that Coronation Fund Managers sees the potential of greatness in each client's investments.

"The other is an eighth of a page press ad from a local newspaper, which is all the more effective for being so simple," Henderson says of the SWE print ad that cleverly places a simplistic real estate advertisement on the Weddings section of a Swedish newspaper. Stating only "See you in nine months," the ad, implying that newlyweds will have a bigger family then and will want a larger home.

McCann Erickson's "Heart of Commerce" entry for MasterCard was developed to tackle the difficult task of crafting a global brand identity for newly formed MasterCard Worldwide, Inc. With the goal of conveying that MasterCard is much more than just a cards payment company, the Integrated Campaign used TV spots and print ads placed internationally.

"Playing visually and conceptually with ideas of simplicity and complexity, the ads use the visual theme of the card being stretched in different directions, toward different goals as a visual representation of the reach and versatility of the network, its capabilities and all that MasterCard Worldwide has to offer," McCann Erickson explains in the entry synopsis.

"The quality of work across the Gold and Silver categories in this year's Midas Awards continues to get better, demonstrating not only that it is possible to do good creative work in challenging sectors like finance," says Henderson, "but also that the Midas Awards themselves are increasingly recognized as the international benchmark."

This year's competition saw winners from 23 countries and was juried internationally by leaders in the financial services communications sector. A complete list of winners is available on the Midas Awards website, All winning work will be featured with an online showcase and in the International Award Group's (IAG) Annual of Advertising, a full-color reference that also prints winners of IAG's Global Awards for Healthcare Communications, the AME Awards for Marketing Effectiveness and the New York Festivals Advertising Awards.

"Judging international awards is always fascinating," explains Henderson. "It can be a challenge to compare work from many cultures and markets, but good ideas always shine through and they can come from the most unexpected places."


The Midas Awards is the only competition to recognize excellence in financial services communications on a global scale. The competition extends over regional, national and continental boundaries to provide a true worldview of advertising and corporate communications in the international financial community. Covering banking, brokerage, insurance, mutual fund, credit card, real estate, accounting and consulting companies, the competition focuses on five distinct areas: consumer and business-to-business communications; corporate communications; craft and technique; and best use of medium. Judges for the Midas Awards include client and agency leaders from creative and marketing disciplines whose job is to evaluate not only how a message was delivered, but how it was received. Gold and Silver Midas Awards, and Finalist Certificates for the runners-up are presented to the highest-scoring entries in each category. Grand Awards are presented for the Best of Show. For more information, contact Katy Henriksen, Publicity Coordinator, at or +1.212.643.4800 x 212. Visit the Midas Awards website at

Contact Information

  • Press Contact:
    Katy Henriksen
    Publicity Coordinator
    The Midas Awards for Financial Services Communications
    260 West 39th Street, Tenth Floor
    New York, NY 10018
    ph: +1.212.643.4800
    Email Contact