From today’s Adage:

>Butler, Shine, Stern & Partners won the $100,000 grand prize in the 26th annual Kelly Awards today, taking the top honor for its Mini USA “Covert” campaign.

>The Butler Shine campaign for BMW’s Mini was designed to build brand evangelism among existing customers by running ads with coded messages — decipherable only by 150,000 Mini owners who were sent decoder kits in the mail. The agency got another Kelly in the best full-page campaign category for a separate Mini effort, “Shared Space.” The Kelly wins makes for an especially good week around Butler Shine offices; the “Covert” campaign was also honored at last Thursday’s Effie Awards.

Congrats to all at BSSP who worked on this campaign. Job well done! You can read more here:

[ Mini USA ‘Covert’ Campaign Wins Grand Prize ] Adage

Ironically the MINI USA’s previous agency, Crispin Porter & Bogusky (who left the brand in 2005) was passed over for the top award but managed to score a couple wins in smaller categories