On Thursday, the Magazine Publishers of America held the luncheon for the 2005 Kelly Awards, the 24th such year these awards have been given to agenices who produce the most creative and effective magazine advertisements. This year, the event coincided with the Association of National Advertisers' Print Advertising Forum at New York City's Grand Hyatt Hotel. Amazingly, Crispin Porter + Bogusky swept the honors this year, for work on campaigns for Molson and MINI.

For the Silver Kelly, CP+B was recognized for the MINI "Inserts" campaign, which featured an insert showing what various roof designs would look like on the MINI of your choice. While stepping on the stage proved to be a bit rough for CP+B (sorry, you had to be there) - they still came out shining. The Gold Kelly was given to the firm for the Molson "Fake Covers" ads, which followed the same theme as Molson's "Twin Label" technology which has snarky comments on one side, beer label on the other - these "fake covers" could be used in order to attract females, of course.

Last, but not least - the Grand Prize Kelly - was given for Molson's "Tools" campaign which continued the trend of making guys happy by providing handy items like faux photos to put in your wallet to look more sensitive or stick-on patches to put on your clothing to show that you support certain things, like giving blood. Alex Bogusky took to the stage, making sure not to lose his footing, and proclaimed that this year, winning an award with a $100,000 prize didn't necessarily mean he would take the whole staff on a vacation, like last time - he could just keep it for himself. All in good fun, of course.

What more can I say - CP+B has had a huge year or so, and as long as they continue to impress with their creativity and seemingly endless amount of ideas, we'll surely hear from them again. A full list of winners and finalists from this year and past years is available here, on the MPA website.