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First Gold was for the NNI. Long copy ads by Chemistry written in the first person of print ads.
I'm sure Irish International or someone similar may have won something earlier for the massive Guinness ads they used to make. The Tom Crean one comes to mind.
There should be a section on the IAPI site that has this info.
Publicis won a Bronze for Murphy's When it rains it pours.
Were they the first?
Ogilvy used to have one in their lobby, not sure what for or which actual agency won... and Rothco won 7 in 2018 and 4 in 2019 for JFK Unsilenced (The Times) and AIB the book that grew.
Ogilvy won two, if I'm not mistaken, for their ISPCC "Stupid Little Bitch" campaign. Probably what you're thinking of.
Brando picked up one for O2 if I recall correctly.
As I recall the idea originally came from McConnells and was worked on by Rothco too (who were credited on the submission).