Congratulations to all of our nominees
The winners will be announced at the Live Awards Show on Wednesday, June 15, 2022 at 6.30PM BST / 10:30AM PT / 1:30PM ET.
These are fun, fast-paced and celebratory events that you can watch live online or join the audience at The Drum Labs London. Hosted by The Drum’s co-founder Gordon Young and our MD of events Lynn Lester, we'll run through each category, the nominees and announce the winners in an energetic TV show style. We'll be hearing from the judges, interviewing winners, showing the award-winning work and much more.
Purchase in-person event tickets
Register to watch the online broadcast
1
Grand Prix
Award
Company or team name
PHD UK
Client
Diageo
Summary
With the long-awaited reopening of pubs and bars across the UK after the Q1 2021 lockdown we needed to make sure Guinness was front of mind in pub goers minds as they returned to the bar.
Entry image
Entry video
Entry credits
- Chris Langley, Client Partner, PHD UK
- , ,
show more
show less
1
Chair's Award
Award
Company
PHD Global
Summary
This campaign launched The North Face’s new trail running shoe, the Vectiv, designed to propel those that wear them further with each and every stride, in Europe in Spring 2021. Knowing that our running target audience was more active than ever during the pandemic, as well as over-indexing on technology and gadgets, led our approach.
We developed a bespoke partnership with Strava (a mobile exercise app), including TNF-branded running challenges. Top route times were dynamically inserted into the DOOH creative near the actual routes, but more uniquely, we used Strava running data to choose DOOH, poster, and murals location placements to ensure our ads were seen by runners, not just walkers and drivers. The Strava partnership was supported by endemic print partnerships, extensive paid social campaigns across multiple platforms, and premium programmatic placements.
Our alternative approach made the ‘medium the message’ and got over half a million people running further, together, for more than 35 million miles, across 5+ countries. Critically, we drove immediate brand and business growth following our activation, including an unaided brand awareness lift of 4.1 pts, and significant increases in running shoe sales and share of market in running shoes for The North Face.
Entry image
Entry credits
Amanda Calder-Mclaren Sr Brand Director VF - TNF EMEA
show more
show less
7
The FT Investment in Brand Award
6
Automotive and Transport
Nominated
Company
OneFifty Consultancy
Client
Mazda UK
Summary
Beautiful content meets sales. The marketing holy grail? This social campaign was audience, customer journey and content quality focused. And that got some pretty astounding results – including 110 direct test drives - that is now the blueprint for Mazda’s digital campaigns moving forwards. As Eliott Farr, Mazda UK’s social media manager, said: “Bloody hell guys, the test drives are rolling in! Beautiful really is on the horizon.”
Entry image
Entry video
Entry credits
- Katie Buckett, Co-Founder, OneFifty
show more
show less
Nominated
Company
MRM
Client
General Motors
Summary
Our audience was as spoiled as Veruca Salt: “I want it now!” Luxury customers who can afford almost anything and are accustomed to both variety and plentiful inventory. Why wait months on end for sight-unseen Cadillacs?
For a brand that once set the standard in American luxury, a name synonymous with success and having “made it,” Cadillac more recently suffered from both low sales and low opinion. In 2019, market share dipped to just 7% of the luxury market. In 2020, brand opinion was less than half that of top tier makers like Audi, BMW, Mercedes and Lexus (Cadillac at 15 points, vs top tier lux brands at 30+ pts, per internal brand tracking studies). And quality scores were also low, with Cadillac just one point above industry average in the 2020 J.D. Power IQS Study.
In 2021, with this as our backdrop and within our I-want-it-now culture, we had to convince thousands of potential customers that four never-been-seen-before Cadillacs were worth waiting for.
But we centered in on a human experience insight: no one likes to wait… but anticipation is a pleasure.
We realized we could “shorten” the wait and intensify desire by promoting the specialness and rarity infused in these Cadillacs.
We enlisted the designers, engineers, and craftspeople behind the Escalade, CT4 & CT5 Blackwing, and LYRIQ to speak first-hand to the uniqueness and exclusivity imbued in every detail.
Our CRM campaigns combined storytelling with data and tech know-how, netting
Cadillac reservation sell-outs three times in a row.
Entry image
1 CAD BTS Drum OnePager.pdf
Entry credits
- Jeff Cruz, Chief Creative Officer, MRM
- Tiffany Moy-Miller, Group Creative Director, MRM
- Caitlin Pasqualone, Creative Director, MRM
- Nikki DuJardin, Associate Creative Director, MRM
- Tia Perry, Associate Creative Director, MRM
- Lori Sullivan, Global Business Strategy, MRM
- Mark Rebhan, Chief Strategy Officer, MRM
- Cathy Humenik, Group Account Director, MRM
- Renee Triemstra, Director of Strategy, MRM
- Laura Quinn, Account Director, MRM
- Adrienne Coletti, Management Supervisor, MRM
- Emily Juszkowski, Account Supervisor, MRM
- Kate Wonsul, CRM, Audience and Personalization Manager, General Motors
- Deana Alicea, Chief of Staff , General Motors
- Marcie Perez, Associate Director of Marketing Cross Channel Strategy and Activation, General Motors
- Meghan Carey, My Rewards Brand Integration Digital Strategist , General Motors
show more
show less
Nominated
Company
The Walt Disney Company
Client
Hyundai USA
Summary
With the launch of the all-new 2022 Tucson, Hyundai recognized that the popular compact SUV would be competing in the most competitive auto
segment against well-known entries from Ford, Toyota, Nissan and Honda. Popular opinion would be to head for familiar terrain and order up a large ad
buy in the 2021 Super Bowl. Hyundai traded the clutter of the Super Bowl, however, in favor of something unprecedented...a cross-division campaign
across The Walt Disney Company.
The mandate was clear: to sell the benefits of the all-new 2022 Tucson against formidable competitors from Nissan and Toyota, we needed to create an
emotional connection with consumers — and :60 seconds in the Super Bowl was not going to suffice. Enter: Hyundai’s “Question Everything” campaign,
which even had our media/planning teams questioning long-standing traditions and beliefs.
In the end, we threw all the “best practices” out the window in order to transform the traditional media partnership. We splashed the all-new 2022 Tucson
across Disney (with a longer campaign window) in the content that consumers love, and did it in a way that was wholly original. The aspiration: entertain
while also informing audiences about every single benefit the Tucson touts.
Entry image
Entry video
Entry credits
- Jeffrey Weinstock, Vice President & Creative Director, Disney CreativeWorks
- Chris Powers, Executive Creative Director, Disney CreativeWorks
- Christiann Keeler, Senior Writer/Producer, Disney CreativeWorks
- Sara Motejl, Senior Manager, Disney CreativeWorks
- Jay Marrotte, Vice President & Creative Director, Disney CreativeWorks
- Ira Fritz, Associate Creative Director, Disney CreativeWorks
- Michael Prado, Senior Producer, Disney CreativeWorks
- Nicole Gartner, Senior Social Manager, Disney CreativeWorks
- Mindy Hamilton, SVP, Partnership Marketing, Marvel Studios Marketing Partnerships & Promotions
- Chris Lisciandro, VP Marketing Partnerships & Promotions, Marvel Studios Marketing Partnerships & Promotions
- Daniel Cruz, VP Marketing Partnerships & Promotions, Marvel Studios Marketing Partnerships & Promotions
- Tina Goss, VP Marketing Partnerships & Promotions, Marvel Studios Marketing Partnerships & Promotions
- Andy Staub, Director, Creative, Marvel Studios Marketing Partnerships & Promotions
- Barney Goldberg, SVP, Executive Creative Director, INNOCEAN USA
- Ryan Scott, Group Creative Director, INNOCEAN USA
- Jeff Bossin, Group Creative Director, INNOCEAN USA
- Newt Cox, Senior Copywriter, INNOCEAN USA
- Berlin Burkhart, Art Director, INNOCEAN USA
- Brad Beerbohm, ACD, CW, INNOCEAN USA
- John Turcios, ACD, AD, INNOCEAN USA
- Sean Gilpin, SVP, Executive Managing Director, INNOCEAN USA
- Nicolette Spencer, SVP, Head of Content Production, INNOCEAN USA
- Cindy Scott, SVP, Strategy, INNOCEAN USA
- Jeff Johnson, SVP, Client Director, Strategy, Canvas Worldwide
- Jason Croddy, SVP, Client Director, Strategy, Canvas Worldwide
- Terra Fernandez, Director, Content Partnerships, Canvas Worldwide
- Connie Chiu, Director, Strategy, Canvas Worldwide
- Jose Munoz, President & CEO, Hyundai USA
- Angela Zepeda, Chief Marketing Officer, Hyundai USA
- Kate Fabian, Director of Marketing, Hyundai USA
- Monique Kumpis, Senior Manager, Marketing & Advertising, Hyundai USA
- Paul Meyers, Manager, Digital & Social Media Marketing, Hyundai USA
- Tyler Branning, Analyst, Digital & Social Media Marketing, Hyundai USA
show more
show less
Award
Company
Tin Man
Client
Megabus
Summary
Megabus, famed for its £1 journeys and cartoon bus driver identity, didn’t generate a whole lot of brand love. So, how could we engage an over 55 audience – who don’t historically use the service - emotionally, and make the brand stand for something other than low-cost travel?
By reuniting them with their grandkids, after months of enforced distance and isolation during the pandemic. Our Grand Reunion campaign, offering free travel for grandparents to see their grandchildren for free, for a year was a brilliantly novel, emotive, shareable and scalable PR idea with bags of video content potential and commercial legs.
The impact? Perception of Megabus as a brand suitable for over 55s skyrocketed from 8% to 57% post campaign, 10,000 grandparents actively engaged with the Grand Reunion trial ticket, and we secured 60+ pieces of coverage.
Entry image
Entry video
show more
show less
Highly Commended
Company
Tin Man
Client
LNER
Summary
After a year of lockdown, the deadly pastime of train track trespassing had reached record levels due to a mixture of boredom and a worrying new social media trend for ‘danger-posting’.
Our comms approach couldn’t pussyfoot around this issue as young lives were being needlessly lost every day. Enter, ‘The Waiting Room’ - an emotionally-driven installation in Newcastle, one of the worst affected areas of the UK, serving as a stark reminder of the consequences of playing on the tracks. Families were confronted with a perfect recreation of a child’s bedroom which was never returned to due to the devasting impact of track trespassing. With homework half written, an unmade bed and clothes abandoned across the floor, it brought to life the emotional and shattering impact on the people left behind. And most importantly, it provoked an 85% increase in conversations between parents and children about the dangers.
Delivering agenda-setting broadcast, print and online coverage across regional and national media, this purposeful and moving campaign shifted attitudes and created conversation.
Entry image
Entry video
Entry credits
- na na, na, na
show more
show less
Nominated
Company
DHL Supply Chain x Upp
Client
N/A
Summary
With new challenges presented by the global pandemic going into 2021 (delta variant, increased shipping prices, driver shortages) organizations of all sizes had to react, adapt or even completely transform themselves in order to succeed in an increasingly unpredictable world.
Using our digital platforms we told our story in real time through our people from frontline to boardroom. We championed the logistics and transport industry, gave transparency to the issues at hand and shared with our customers and shareholders the expertise we have that has the power to transform their businesses. We show how local efforts have global effects and our message to our customers is clear, we are your #UltimateSidekick. The effort to make a personal connection is noticed and appreciated – our renewal rates, Net Promoter and loyalty scores from customers are the highest they have ever been.
Winning this award, would give recognition to the 200,000 DHL Supply Chain experts who keep the world moving. That’s why we at DHL need to keep on delivering. Today. Tomorrow. And the day after that.
Entry image
Entry video
Entry credits
- Jaclyn Pannell, Global Head of Campaign, DHL Supply Chain
- Louise Barber , VP Global Marketing, DHL Supply Chain
show more
show less
7
Long Term Marketing Strategy (3 Years or More)
Nominated
Company
Green Park Content
Client
Unilever
Summary
All Things Hair (ATH) is the leading global destination for hair care inspiration, tips and advice. Every year, this content hub sees monumental audience growth and user engagement, welcoming tens of millions of consumers – all generated through organic traffic. Just six years ago, ATH was a YouTube channel, today the brand is present in 10 markets across 11 websites, 7 Instagram and 2 Pinterest channels. So, how did ATH get to where it is today?
In 2016, Unilever appointed Green Park to develop a strategy that would transform their influencer-led ‘All Things Hair’ YouTube channel into an online destination. Individual haircare brands were competing for the same needs-based content and were up against established publishers and platforms within the world of beauty and lifestyle.
Independent research showed inspiration searches were dramatically increasing and publisher or beauty sites were the main providers of this content as opposed to brands. As a result, Unilever quickly realised that consumers were looking for brand agnostic advice to enable their onward journey. Green Park transformed ATH into a one-stop content hub for style guides, product tips, tutorials and trends to showcase Unilever’s range of hair care products, as well as a platform for social commentary.
Each piece of content is carefully crafted to deliver against relevant search queries, putting the audience first with relevant recommendations and targeted, engaging content that informs, educates and engages a broad demographic. The result? ATH has undoubtedly solidified itself as a trusted voice of authority in all things hair.
Entry image
Entry credits
- Mollie Hinks, Global Senior Account Manager, Green Park Content
show more
show less
Nominated
Company
Crealytics
Client
Several
Summary
What is the long-term marketing strategy of the most successful e-commerce brands?
They know that their business only grows only if they can scale their loyal customer base. Yet, most marketing programs tend to focus on short-term objectives - efficiency (ROAS) and revenue.
To counter this, Crealytics developed a technology + service solution that transforms and unifies the measurement strategies of e-commerce retailers. “Project Northstar” is our multi-year, multi-phase approach to help retailers transition from a short-term focus to one that aligns with long-term business profitability, most notably Customer Lifetime Value. Examples of customers that have gone through this transformation include Staples, Lands’ End, and Urban Outfitters, among others.
There are three major phases of Project Northstar:
1. Business Alignment. A shift in measurement philosophies goes beyond the marketing team. The C-suite must drive this forward, and finance, merchandising, and operations all play a role in unifying behind a new measurement.
2. Data Activation. By activating first-party customer data within the bidding systems of Google and Facebook, we effectively teach the AIs of these networks to acquire customers that are most likely to become long-term brand loyalists.
3. Predictive CLV. The question of whether a loyal customer is bought or made is a tricky one. However, we developed a platform that helps our partners understand the overall long-term contribution across various timeline windows. Furthermore, the platform incorporates incrementality measurements to ensure proper impact and attribution.
Entry image
Entry credits
- Sumita Kar, Customer Success Director, Crealytics
- Johannes Tarnow, Head of Business Intelligence, Crealytics
- Mariana Furquim, Senior Data Scientist, Crealytics
- Sevki Argalioglu, Head of Product, Crealytics
show more
show less
Nominated
Company
DELVE
Client
UNICEF
Summary
DELVE’s long-standing partnership with UNICEF continues to deliver record-breaking revenue through innovative full-funnel digital media strategies—driving $61MM+ in revenue over the last five years.
Our programmatic campaigns have evolved to include multiple partners, carefully selected and tested to maximize performance. In late 2021, branding efforts drove a 30% increase in programmatic revenue, emphasizing the effectiveness of DELVE’s full-funnel approach. Coupled with dynamic creative and personalized messaging, this approach drove improvements in engagement and conversion rates. Under DELVE’s leadership, programmatic’s role in the media mix has expanded to encompass display, video, native, CTV, and audio.
During the crucial ‘final stretch’ time period (Dec. 25-31), DELVE’s programmatic campaigns drove 11% more revenue YoY at a 3.2 ROAS, accounting for 33% of UNICEF USA’s total ‘final stretch’ revenue. DELVE’s ongoing success has allowed us to expand our campaigns to include UNICEF Global in nine additional regions from EMEA to APAC.
Entry image
Entry credits
- Curtis Johnson, Head of SEM & Paid Social , DELVE
- Andrew Parhomchuk, SEM Marketing Manager, DELVE
- Lada Sierra, Head of Programmatic, DELVE
- Anastasia Sheleg, Programmatic Team Lead, DELVE
- Emily Lesinski, Head of Consulting & Analysis, DELVE
show more
show less
Nominated
Company
Weetabix
Client
Weetabix
Summary
Weetabix has two strands of advertising, one is equity driving advertising and the other is consumption driving advertising. The consumption (any-which-way-a-bix) strand was starting to wear out and we needed to reinvigorate it.
We re-edited the ad, using a combination of new and existing footage to make it more relevant to the Covid lockdown the nation was experiencing at the time. We revised the media channels we were using to become more efficient and effective (the holy grail).
All this combined to deliver incredible growth in awareness, and equity measures along with market share growth and a 52% improvement on what was already a gold standard RoI.
Not bad!
Entry image
Entry credits
- Gareth Turner, Head of Marketing, Weetabix
- Kevin Sinfield, Senior Brand Manager, Weetabix
- Nicola Keeley, Senior Insights Manager, Weetabix
- Elaine Wan, Assistant Brand Manager, Weetabix
show more
show less
Nominated
Company
Gravity Global
Client
Embraer
Summary
Despite a world challenged by Covid and lockdown and an industry that focuses on physical events, Embraer, a regional jet manufacturer based in Brazil added more activities to its multichannel campaign than previous years.
Physical events were replaced by virtual online events, webinars, demonstrations, industry gatherings and physical experiential activities were replaced by video, VR/AR and animation. The outcome is that this new way of interacting with customers has been so successful there will be no turning back!
Aviation manufactures are being challenged by airline operators trying to understand the dynamics/profitability of air travel post covid and how to achieve their environmental targets as climate change becomes the world’s number one priority.
The new Embraer – Profit Hunter campaign ‘A force with nature’ addressed this appetite and provided content across all platforms to satisfy what can only be described as an insatiable appetite for thought leadership in unprecedented circumstances.
This campaign deserves to win because the campaign adapted quickly from previous go to market campaigns to fit the new reality of Covid and in so doing outperformed not only all previous campaigns but all other manufacturers campaigns including the giants, Boeing and Airbus.
Entry image
Entry video
Entry credits
- Gravity Global, Agency, Gravity Global
show more
show less
Highly Commended
Company
Bauer Media
Client
Wickes
Summary
In 2021, Bauer Media and Wickes celebrated a decade of their partnership together, yet it has never been so integrated, creative, brave and effective.
Having demonstrated that Bauer could help Wickes find the right tone of voice when the pandemic hit, it was perfectly placed to help celebrate a newfound or rediscovered love of home improvement during the pandemic. Wickes’ target audience had also evolved, with younger, female DIYers becoming even more engaged in the sector.
Working with agencies The Story Lab and Carat, the campaign for this year had three objectives: to drive brand consideration, change perceptions and increase conversion.
The Absolute Radio sponsorship became the backbone, and the long-term mutual trust and understanding in each other’s brands led to the exploration of new audiences within the Bauer portfolio, with the campaign extending to KISS, Planet Rock and Grazia.
The campaign hit all objectives and the client was thrilled, leading to Wickes renewing the partnership for another 18 months with increased investment.
Entry image
Entry video
Entry credits
- Jenna Voyce, Group Client Lead, Bauer Media
- Chris Priestley, Group Business Director, Bauer Media
- Emily Gill, Senior Production Manager, Bauer Media
- Olivia Laherty, Junior Production Manager, Bauer Media
show more
show less
Award
Company
the tree
Client
Anglo American
Summary
Anglo American is one of the world’s biggest mining companies – an innovator and a champion of sustainability in one of the most important sectors of the global economy. the tree has been the mining magnate’s strategic partner since 2019, leading its group external communications strategy through a social-first, digital lens. It requires a multi-stakeholder approach that celebrates their people, technology, and innovation, and then engages investors, future employees, and people in the communities in which they operate. The big challenge from the beginning was to reshape their digital and communications strategy to match their purpose – to re-imagine mining to improve people’s lives. Throughout our longstanding partnership, we have driven significant improvement in results year-on-year. We have –
1. Increased positive sentiment for the brand by 54%.
2. Been integral in a successful acquisition of the UK’s only mine following a direct digital campaign. We have since launched the UK regional social channels under the group umbrella to huge success.
3. Supported the company’s Covid strategy by delivering real-time social listening reports and building content for campaigns to ensure both internal and external safety. 4. Engaged with communities on every continent of the globe, helping shift perception of mining in general.
5. Maintained a 62% share of voice digitally against our competitors.
Results (since 2019):
Audience size (all platforms):
• 67.89% increase
Impressions:
• 469.21% increase
Engagements:
• 245.29% increase
Interactions (LinkedIn only):
• 422.89% increase
Positive sentiment:
• 54% increase
Website entries from social:
• 743% increase
Entry image
Entry video
Entry credits
- Alexis Trinh, Client Services Director, the tree
show more
show less
2
Sport and Leisure
Award
Company
DP World Tour
Client
Callaway Golf
Summary
In April 2021, the DP World Tour staged a Guinness World Record attempt of epic proportions. Filmed on a runway in York, professional golfer Marcus Armitage had to land a golf ball into a moving car at a distance of over 273 yards to break a record previously set in 2012.
Filmed with sponsor Callaway Golf, this was a unique way of showcasing Callaway’s recently launched driver to consumers through a creative activation that would drive earned conversations online and capture the attention of a much more varied and far-reaching audience than traditional hard core golf enthusiasts.
This was the most ambitious production we had ever staged, incorporating 12 cameras, 2 cranes, 39 crew onsite and a car travelling at speeds of over 170mph. Produced entirely in-house, The Farthest Golf Shot Caught in a Moving Car and its follow-up content received global media acclaim, reaching 60m people on the Tour’s social media platforms alone, amassing 41m views and 4.2m engagements, making it our most successful video of all time. For Callaway, it secured an incredible $11.7m in brand media value.
Entry image
Entry video
Entry credits
- Polly Benson, Producer, Original & Branded Content, European Tour Productions
- Tom Greaves, Senior Producer, Original & Branded Content, European Tour Productions
- Will Pearson, Head of Content, European Tour group
- David Carruthers, Original & Branded Content Manager, European Tour group
- George Cryer, Original & Branded Content Manager, European Tour group
show more
show less
Highly Commended
Company
Wunderman Thompson
Client
BT Sport
Summary
In 2021, online abuse in sport peaked at record levels. BT, a sports broadcaster and connectivity provider, wanted to lead the fight against it.
Along with Wunderman Thompson, they used the modern game’s most valuable asset – data – and redirected it away from pitch analysis to reveal the game’s ‘Unseen Stats.’
The proprietary Artificial Intelligence (AI) surfaced these shocking stats and quickly became our springboard to agitate, educate and get the public affiliated to our cause. The stats launched live on BT Sport, their social channels and in content and PR. The impact was a 25% decrease in online abuse over launch weekend. And long term, a re-introduction of the Online Safety Bill to parliament.
Entry image
Entry video
Entry credits
- Christopher Mckee, Creative Director, Wunderman Thompson
- Richard Morgan, Creative Director, Wunderman Thompson
- Sam Huckle, Creative, Wunderman Thompson
- Josh Baggot, Creative, Wunderman Thompson
- Tyler Hendy, Designer, Wunderman Thompson
- Steve Aldridge, Chief Creative Officer, Wunderman Thompson
- Matt Steward, Chief Client Officer, Wunderman Thompson
- Andy Lane, Managing Partner, Wunderman Thompson
- Natalie Wilson, Account Director, Wunderman Thompson
- Phil Watson, Business Director, Wunderman Thompson
- Nick Firth, Artworker, Wunderman Thompson
- Paul Grainger, Head of Studio, Wunderman Thompson
- Hanna Apperley, Delivery Director, Wunderman Thompson
- James Wilson, Project Director, Wunderman Thompson
- Rebecca Pinn, Senior Strategist, Wunderman Thompson
- Sid McGrath, Chief Strategy Officer, Wunderman Thompson
- Jane Evans, Senior Data Strategy Director, Wunderman Thompson
- Juan Delgado, Data Science Director, Wunderman Thompson
- Steve Richards, Data Partner, Wunderman Thompson
- Dave Watkins, Data Strategy Lead, Wunderman Thompson
show more
show less
3
Emerging Brand of the Year
Nominated
Company
NP Digital
Summary
NP Digital was co-founded in 2017 by Neil Patel – a New York Times Best Selling Author and one of the world’s most influential marketers according to The Wall Street Journal and Forbes. For over two decades Neil has been providing consulting and thought-leadership to the business and marketing community. NP Digital is the agency that brings his passion, innovation and insights to life for brands across the globe.
We’re a performance marketing agency built by marketers, for marketers. We’re technology enabled and structured for speed and efficiency to meet the ever-changing needs of today’s consumers. We connect brands to their customers across all digital touch-points with targeted, highly relevant and personalized experiences. We’re audience led, and data-informed. We help our client partners grow their business and strategies that have a lasting impact.
In 2021 NP Digital (NPD) was named the #6 fastest growing agency according to Adweek. The #21 fastest growing private company according to Inc. 5000. The year 2021 brought 106% increase in global full-time employees YOY, the team is now over 600 strong with office expansion in EMEA, Australia and Canada. 2021 brought a 169% increase in YOY revenue, closing at just over $70MM. Paid media spend was up 372% YOY and global account wins increased our non-US revenue by 2,862%.
Entry image
Entry video
Entry credits
Neil Patel- Founder, NP Digital
Mike Kamo- Founder, NP Digital
Mike Gullaksen- CEO, NP Digital
Jeff Johnson- President, NP Digital
Matt Kropp- Chief Client Officer, NP Digital
Paul Darling- Chief Financial Officer, NP Digital
Chris Moreno- VP of Paid Media, NP Digital
David Shapiro- VP of Earned Media, NP Digital
Karen Belin- VP, Data & Insights
Collin Cornwell- VP of Growth Marketing, NP Digital
Nick Roshon- VP, Business Development
show more
show less
Award
Company
THIS™
Summary
THIS™ was founded by ex-meat fanatics, Andy Shovel and Pete Sharman in 2019. The aim was to create a plant-based meat brand for meat-lovers, which remains at core of the business and its approach to marketing.
Through its provocative and authentic sense of fun, THIS™ is changing perceptions of what it means to try meat-free. Under the campaign of THIS™ Changes Everything, its multi-channel approach engages a new audience with plant-based food. From cheekily ‘sponsoring’ the Leicestershire village, Quorn, to fooling an entire Italian food show that its products are artisan meat. It has now fooled over 7000 people on camera that its products are meat. It uses content to inject a level of personality into a sector traditionally led by a lot of worthiness.
It is now a high-growth, VC-backed emerging leader in producing plant-based food. It’s bulldozing stereotypes around plant-based food and drawing more meat eaters into the category through its bold marketing and pioneering innovation.
Entry image
Entry credits
In-house team
show more
show less
Highly Commended
Company
WaterBear Network
Summary
WaterBear Network is the first network of its kind: a free interactive video and digital platform dedicated to supporting the UN Sustainable Development Goals. It does this through inspirational content, cutting-edge technology that facilitates action, and through its global network of partners. It uniquely empowers the viewer to take direct instant action to support NGOs around the world and shape a better future for our fragile planet.
In its first year, WaterBear has built a network of over 140 NGOs and partners; given citizens access to more than 300 campaigns; produced 36 impact films and 20 WaterBear Original Productions and curated over 1000 award-winning documentaries on the platform, that empower viewers to dive deeper, learn more about the issues behind the programmes and take direct action. Our community has grown to 300K+ members, 200K on our platform and 100K on social. Our Monthly Growth Rate Members has been 28% on the platform and 20% on Social. Our Social media followers have reached 48K followers in one year.
Entry image
Entry video
Entry credits
- Ellen Windemuth, CEO of WaterBear Network
- Sam Sutaria, VP Strategy & Development
- Poppy Mason-Watts, VP Marketing & Development
show more
show less
7
FMCG
Award
Company
PHD UK
Client
Diageo
Summary
.
Entry image
Entry video
Entry credits
- Chris Langley, Business Director , PHD UK
show more
show less
Nominated
Company
Taylor Herring
Client
Mars Wrigley
Summary
It is a truth universally acknowledged, that a single Bounty will be left at the bottom of a Celebrations Tub.This entry details how we drove festive fame & sales for Mars Celebrations by highlighting an uncomfortable brand truth that most confectionery marketeers would shy away from: namely that not all chocolates are created equal. By admitting that some choccies are loved more than others, our creative subverted tired festive tropes and sparked a nation-wide debate - all whilst celebrating the Bounty and the Celebrations tub in an original and entertaining way. On a modest production budget, we achieved blanket nationwide coverage and millions of video views. More pertinently, our campaign got people talking about Celebrations and drove product distinctiveness during the key Christmas sales period. To top it off, our low-cost online hero video, which never aired on TV, ended up being independently judged as one of the top 5 most effective ads of the festive season.
Entry image
Entry video
Entry credits
- Peter Mountstevens, CCO, Taylor Herring
- Lora Martyr, Creative Director , Taylor Herring
- Sam Corry, Director , Taylor Herring
- Rosie Cope, Account Director, Taylor Herring
- Hannah Priestley, Senior Account Executive, Taylor Herring
- Joe Colquhoun, Creative, Taylor Herring
show more
show less
Nominated
Company
Weetabix
Client
Weetabix
Summary
Weetabix has two strands of advertising, one is equity driving advertising and the other is consumption driving advertising. The consumption (any-which-way-a-bix) strand was starting to wear out and we needed to reinvigorate it.
We re-edited the ad, using a combination of new and existing footage to make it more relevant to the Covid lockdown the nation was experiencing at the time. We revised the media channels we were using to become more efficient and effective (the holy grail).
All this combined to deliver incredible growth in awareness, and equity measures along with market share growth and a 52% improvement on what was already a gold standard RoI.
Not bad!
Entry image
Entry credits
- Gareth Turner, Head of Marketing, Weetabix
- Elaine Wan, Assistant Brand Manager, Weetabix
- Nicola Keeley, Senior Insight Manager, Weetabix
- Kevin Sinfield, Senior Brand Manager, Weetabix
show more
show less
Nominated
Company
COPA90
Client
Sports Direct
Summary
Capitalising on the energy and positivity of EURO 2020, Sports Direct’s ‘Just A Game!?’ campaign elevated the brand, changed perception and landed the store as the go-to football destination for young players and fans across the country.
A truly 360° campaign debuting on TV, igniting across social media and resulting in a mass participation event that enabled hundreds of thousands of children to play the game, the campaign was a rousing celebration of why football is more than ‘Just A Game!?’
The campaign was spearheaded by cult icon Eric Cantona, who played St Luigi Scrosoppi, the Patron Saint of Football, who led the rally cry for football evangelists everywhere and with the help of the biggest stars of the tournament seeked to convert non-believers.
Anchored in football insight, the campaign drove reappraisal of the brand showing that Sports Direct truly understand football, driving its credibility in the game.
Entry image
Entry video
show more
show less
Nominated
Company
Ready10
Client
McDonald's
Summary
No, you’re not hallucinating, we really are submitting an April Fool’s idea for The Drum Awards. And what?
We’ll tell you what – April Fool’s might be a bit ‘PR 101’ to some, but there was nothing basic about this idea.
Our idea: offer McDonald's customers a portion of three fries to give to their chip-pinching mates. The clever bit? A post-midday redemption offer that was the most successful of its kind in the brand’s history.
It wasn’t an April Fool’s stunt for the sake of it, but a brilliantly creative idea, founded in a brand truth, which led to delivering against a commercial objective.
Entry image
Entry video
Entry credits
- Kate Addy, Director, Ready10
show more
show less
Highly Commended
Company
COPA90
Client
AB InBev
Summary
When Messi broke Pele’s 46-year-old record of 643 goals for one club, Budweiser flipped the script. When everyone was talking about Messi, we focused on those who challenged him every step of the way. The goalkeepers. A group of players with large social followings who shared a reciprocal respect with Messi.
We produced personalised Budweiser bottles for each of Messi’s 644 goals, one for every keeper he’d scored against. Distributed through an exclusive roster of 50+ influencer partners and 160 goalkeepers, we enabled a groundswell of conversation and engagement from the exact moment 644 was scored, owning newsfeeds and share-of-voice. Without any paid media support, Budweiser became the #1 most talked about drink globally over the Christmas holiday. Owning 40% of all conversation around the record and with zero paid media, it generated 1,200+ news articles across 84 countries.
Entry image
Entry video
show more
show less
Nominated
Company
COPA90
Client
PepsiCo
Summary
With the pandemic pausing people's social lives, outlets for young people to express themselves were removed. Football, music and culture were in flux and fans had to find new ways to connect with their passion points and heroes.
The idea was simple. What if at a time when fans were stuck indoors, isolated from the world, they could play football alongside the best players in the world through a simple choreographed routine with Pepsi at the heart. The #PepsiChallenge used TikTok’s Duet feature, releasing films with Leo Messi, Shanice Van De Sanden, Paul Pogba and Jadon Sancho that fans at home could duet with.
The challenge harnessed the rich cultural crossover between football and music, leveraging TikTok and partnering with music artists Becky G and Burna Boy to create a bespoke football-inspired soundtrack for the challenge.
Entry image
Entry video
show more
show less
8
Social Media
Nominated
Company
Billion Dollar Boy
Client
Walkers, PepsiCo
Summary
It has never been so clear that the UK is a nation of crisp lovers. The number one time people grab a packet of Walkers is at lunch, and the number one accompaniment is a sandwich, which brings us to the big question - where should those Walkers Crisps be placed: #CrispIN or #CrispOUT? To ignite the national debate, BDB hijacked a cultural phenomenon (Ramsay Reacts) and embedded the brand in an authentic way. Our influencer-led social media series leveraged A-list talent including Olly Murs, Laura Whitmore and Martin Kemp to join the debate and give their allegiance to either #crispIN or #crispOUT in video content. If you don’t fight for your lunch sarnie it’ll grab the attention of hungry critics. And they don’t come more hungry than Gordon Ramsay, who judged their creations in the style of his incredibly popular #RamsayReacts TikTok series, fuelling the nation to jump into #CrispIN #CrispOUT conversations. BDB and Walkers outperformed industry benchmarks and KPIs - relevance, uplift, and awareness - through meticulous talent casting, clear briefing, and elevation of Walker’s debate - all during lockdown. Thanks to the success of the campaign, BDB is creating Walkers Lunch 2.0 to drive more talkability and sustain the debate.
Entry image
Entry video
Entry credits
- Thomas Walters, UK CEO and co-founder, Billion Dollar Boy
- Sarah Ramsey, Head of Account Management, Billion Dollar Boy
- Claudia Coleman, Creative Strategist, Billion Dollar Boy
- Helen Jackson, Business Director, Billion Dollar Boy
- Rowland Smith, Associate Creative Director , Billion Dollar Boy
- Irina Panescu , Head of Total Connections Planning & Media , Walkers
- Lizzie Fillo , Media and Communications Manager, Walkers
- Philippa Pennington , Senior Marketing Manager, Walkers
- Fernando Kahane, Senior Marketing Director , Walkers
show more
show less
Nominated
Company
YouTube Creative Studio
Client
YouTube
Summary
Music consumption patterns have permanently changed with the rise of short-form video—consumers engage with music in bite-sized chunks and interact with it by participating in challenges and sharing their opinions online.
To gain awareness for YouTube’s new Short Form Video platform, YouTube Shorts, we wanted to engage our audience in an authentic way that brings them to our platform, willingly.
We pushed the status quo for traditional music release campaigns and created an unmissable music moment by teasing an entire album like never before—with only short-form videos.
Four days before the launch of Ed Sheeran’s new album "=", we created 14 short-form music videos featuring all 14 new tracks, giving fans a sneak peek into the much anticipated album with special, intimate, playful content.
Gen Z is less receptive to advertising and desires a deeper, more personal connection with the artists they love. This campaign was designed to address them in a way that is relevant and represents how they engage with the world.
YouTube Shorts remained the only place where fans could experience all 14 songs. They couldn’t get enough as they posted, shared, and created their own shorts.
This campaign was the first of its kind and revolutionized how fans consume new music by allowing them to interact with an entire album on YouTube Shorts, before it officially launched.
Entry image
Entry video
Entry credits
- Christian Haas, Executive Creative Director, YouTube
show more
show less
Highly Commended
Company
Fanbytes
Client
LELO
Summary
How do you advertise a product on TikTok, when you can’t show the product?
Sexual wellness and luxury intimate lifestyle brand, LELO, came to Fanbytes to help them grow awareness of their brand and product range on TikTok.
Not only did they want to build their next generation of customers, but they also wanted to help young people (particularly young women) to feel confident in their own sexuality, and to feel empowered enough to explore it in healthy ways.
The issue?
Due to TikTok’s restrictions around sexual content, it was very difficult to advertise on there. In fact, they initially had many of their videos taken down for ‘explicit content’ as they featured shots of the products and words such as ‘sex’ or ‘masturbate’.
Fanbytes worked with LELO to create a new strategy for TikTok; a bold strategy which did not show the LELO toys. Instead, we partnered with a diverse group of influencers who communicated LELO’s brand and products via messages of education and female sexual empowerment.
The result was a variety of content from educational to comedy. This then led to a dedicated TikTok landing page which was visually beautiful, video-first and tailored to a Gen Z audience.
The result was an incredible 1.3M+ views with 63K hearts and hundreds of positive comments. We drove nearly 30K clicks to the website and it also led to a shift in LELO’s overarching strategy towards brand vs product awareness.
Entry image
Entry video
Entry credits
- Amy Susskind, Junior Account Manager, Fanbytes
- Sonia Gordhandas, Account Manager, Fanbytes
- Natalie Stagnaro, Head of Campaigns, Fanbytes
show more
show less
Nominated
Company
Frank's RedHot
Summary
What started as a singular viral video of a girl trying to fill a mini Tabasco bottle with Frank’s RedHot became the spiciest love triangle of 2021: aka The Hot Sauce Wars. The TikTok showdown saw Frank’s RedHot battling rival, Tabasco for the affection of the most endearing hot sauce lover and everyday woman, Bridget. The internet went wild over the saga, and ultimately delivered 17.6 Million organic impressions, +26.7 thousand new followers and tons of new diehard Frank’s RedHot fans and consumers.
Entry image
Entry video
Entry credits
- Shelby Silver, Social Media Senior Manager, McCormick
- Maya Cooper, Creative Campaign Manager, McCormick
- Alex Glaeser, Sr Content Producer, McCormick
- Taylor Nehus, Social Media Content Manager, McCormick
show more
show less
Award
Company
Heinz
Summary
By the time soup season was on the menu in 2021, appetites for Heinz Big Soup had changed. Once a store staple, it was now battling supermarket delistings of its primary varieties and declining sales. We needed to warm the nation’s hearts and get them reaching out for a bowlful of Big Soup again.
But it wasn’t just Big Soup facing big problems; global supply chain issues meant that food shortages threatened to ruin festive cheer. A Christmas miracle was needed.
With Brits facing the prospect of an empty Christmas table, we served up Heinz Christmas Dinner Big Soup: a chunky, thick soup that featured every festive trimming – from turkey to pigs-in-blankets, stuffing to sprouts.
Our challenge was to get the nation talking about the festive products with a tin can budget, at a time when UK retailers were spending 10’s of millions on advertising. We built buzz for Christmas Dinner Big Soup on social to quickly sell out the limited edition cans and maintained the hype through smart activations, such as hijacking the John Lewis Christmas ad release with a hilarious TikTok parody.
Heinz Christmas Dinner Big Soup became the 5th most talked about campaign of the season, engaging a nation and driving strong brand results. A Christmas miracle did happen thanks to social. Consumers were now hungry again for Heinz Big Soup and buyers from major supermarkets were desperate to get the product on shelf, with one saying ‘I’ll take 100 pallets right now’.
Entry image
Entry video
Entry credits
- Helen Burrows, Social Content Strategist, Kraft Heinz
- Michelle Everingham, Social Media Manager, Kraft Heinz
- Alex Wade, Head of Digital and Media, Kraft Heinz
- Jaime Brahmbhatt, Designer, Kraft Heinz
- Matt Mill, Marketing Lead Meals, Kraft Heinz
- Anke Von Hanstein, Senior Brand Manager, Kraft Heinz
- Dan Fryer, Creative Director, VaynerMedia
- Sophie Gorman, Account Director, VaynerMedia
- Victoria Oneill, Senior Account Manager, VaynerMedia
- Marcus Wilson, Strategist, VaynerMedia
- Glynn Waltham, Creator, VaynerMedia
- Chariza Miranda, Creator, VaynerMedia
- Clem Morris, Creator, VaynerMedia
- Nina Reichenberg, Creator, VaynerMedia
- Georgina Aindow, Creator, VaynerMedia
- Theo Gearing, Creator, VaynerMedia
show more
show less
Highly Commended
Company
Qumin
Client
Moxy Hotels
Summary
Tasked with launching a new youth brand hotel in Shanghai, we set out to achieve a world first, ”The Blank Canvas Hotel”.
For the first time in history, China’s youth feel emboldened to shake off the shackles of social pressure to “settle”, which created the derisory notion that Chinese Gen-Z are the “Tang Pin” (Lying-flat) generation.
With MOXY’s and its brand values, we wanted to tear down this notion, to show China and beyond, that Chinese Gen-Z are expressive, creative, and shaping culture not just consuming it. We positioned MOXY as “the home for the brave”.
We found 9 aspiring creatives and sent them custom-made concrete “mystery boxes” with a brief and tools to inspire… enlisting them to produce unique art pieces as permanent fixtures for the hotel – sculptures, graffiti, DJ-sets, installations, and more.
We told their story through a series of 18 videos tailored for Douyin (Chinese TikTok), and ran a #challenge, inviting others to create M.O.X.Y. from everyday objects, creating #MakeMoxyYours.
The campaign culminated in a landmark launch party art exhibition, celebrating Chinese youth culture, attracting KOLs (Key Opinion Leaders) on popular social platforms, alongside Shanghai tastemakers, including skateboarders, singers, foodies, artists, actors, models, and media.
This generated mass awareness with over 500M video views, 7M Likes, 7K UGC videos, 443K homepage visits, 143k location tag views, 407 PR placements, and a 90% occupancy rate in the weeks following.
Earned media coverage was valued at more than $5m USD, from a launch budget of $150k.
Entry image
Entry video
show more
show less
Nominated
Company
COPA90
Client
PepsiCo
Summary
With the pandemic pausing people's social lives, outlets for young people to express themselves were removed. Football, music and culture were in flux and fans had to find new ways to connect with their passion points and heroes.
The idea was simple. What if at a time when fans were stuck indoors, isolated from the world, they could play football alongside the best players in the world through a simple choreographed routine with Pepsi at the heart. The #PepsiChallenge used TikTok’s Duet feature, releasing films with Leo Messi, Shanice Van De Sanden, Paul Pogba and Jadon Sancho that fans at home could duet with.
The challenge harnessed the rich cultural crossover between football and music, leveraging TikTok and partnering with music artists Becky G and Burna Boy to create a bespoke football-inspired soundtrack for the challenge.
Entry image
Entry video
show more
show less
Nominated
Company
Digitas
Client
Ascend
Summary
In 2021, in the face of Asian hate, Digitas teamed up with Ascend to launch a campaign that would spark much-needed conversation around the invisible barriers that keep Pan-Asian professionals from achieving their potential in Corporate America.
30% of AAPI professionals report workplace discrimination. Yet the vast majority of people of other say discrimination against Asians is non-existent. We set out to show the world what’s beneath the numbers that prop up the ‘Asian success story’ and make people confront the truth about the AAPI experience with a call for systemic change.
Despite the fact that AAPI professionals often find success, so many are held back from reaching their full leadership potential due to bias, stereotypes and cultural differences. On one side, everything seems to be going great. They’re at the top of their careers. But on the Other Side, they’ve had to overcome real challenges to get there.
To illuminate the inequities faced by this community, The Other Side campaign centered around real stories from AAPI professionals across industries who volunteered to share deeply personal stories about their own Other Side experience. By sharing their stories across a multitude of platforms, but starting with LinkedIn, our goal was to leverage their influence to both educate and inspire action among both AAPI professionals and corporate executives with the power to create change within their organizations.
Entry image
Entry credits
- Atit Shah, CCO, NA, Digitas
- Michelle Tang, CMO, Digitas
- Nathalie Huni, EVP, Head of Design, Digitas
- Jennifer Awasano, SVP, Creative, Digitas
- Christina Goswiller, VP, Director Social Strategy, Digitas
- Michelle Chan, VP, Director Creative Strategy, Digitas
- Renee Alvardo, Associate Director Creative, Digitas
- Priya Wittke, VP, Account Director, Digitas
- Greg Lederer, VP, Group Director, Executive Producer, Digitas
- Malissa Strahan, Associate Director, Digital Producer, Digitas
- Anna Johnson, Associate Director, Digital Producer, Digitas
- Tasha Royzina, Group Director, Business Affairs, Digitas
- Stuart Pidrak, Manager, Business Affairs, Digitas
- Peter McCann, SVP, Head of Integrated Production, Digitas
- Sergio Castro, SVP, Production, Digitas
- Cesar Avellandeda, Associate Latam Video Director, Latam
- Dariella Pietri, Senior Motion Designer, Latam
- Oscar Chavarria, Principal Creative Director, Latam
- Gina Grosso, Head of Production, The Pub
- Dada Shikako, DP/Director, The Pub
- Michelle Rand, Producer, The Pub
- Alec Hoffman, Associate Producer, The Pub
- Marissa Mandarino, Retouching & Producer Lead, The Pub
- Sean Halliday, Retouching, The Pub
- Jack Battiste, Retouching, The Pub
- Pamela Rodgers, Production, The Pub
- James Du, Production, The Pub
- Tim Konn, Executive Producer, Another Country
- Jordan Stalling, Audio Engineer, Another Country
- Logan Vines, Assistant Audio Engineer, Another Country
show more
show less
6
B2B Integrated
Nominated
Company
SLG
Client
Brett Landscaping
Summary
The central purpose and proposition of the Brett Landscaping brand is “it’s not about paving, it’s about possibilities”. What drives the brand and what drives it’s people is a sense of pushing what could be achieved with outside spaces; combining product technology, technical expertise and the limitlessness of human imagination. It is people’s imaginations that we have always sought to inspire; to encourage Brett’s audiences to think beyond what they think they should have, but allow them to explore what it is they truly want to achieve with their outside space.
Having worked with Brett since 2019, SLG’s remit has been to build brand awareness among domestic and wholesaler audiences. In taking the relationship forward, SLG was tasked with not only increasing sales opportunities, but doing so in the business’ most profitable product category; porcelain paving. SLG needed to help Brett hit sales targets, pass on expensive stock and do so on a tight budget. SLG more than delivered!
Entry credits
- Darren McLeod, Strategy and Planning Director, SLG
- Tom Vardy, Creative Director, SLG
- Mark Fraser, Senior Copywriter, SLG
- Jacob Brodmann, Senior Art Director, SLG
- Ritesh Maisuria, Art Director, SLG
show more
show less
Nominated
Company
Harvard
Client
Workplace from Meta
Summary
Workplace from Meta is collaboration software that connects everyone in an organisation and empowers them to do amazing work. It exists to bring everyone in a company together – from the barista serving coffee to the CEO chairing board meetings – ensuring every voice is heard.
Operating in a competitive enterprise market, Workplace needed to step out of the shadows of its consumer parent brand while quickly raising awareness and establishing credibility with a business audience.
Enter: Deskless not voiceless - Workplace’s platform for giving those without a traditional ‘desk’ a voice. In 2019 we launched an annual integrated campaign that explored the frustrations and lack of communication felt by frontline employees, caused by a disparity of experiences and technology between frontline and HQ. In 2022, we kicked things up a notch with insight-driven thought leadership and emotive video content, telling the story of 7,000 frontline workers and spotlighting life on the frontline at Virgin Atlantic and Royal Ambulance.
Against a backdrop of COVID-19 and The Great Resignation, this campaign championed frontline workers, empowering them to tell their stories, and showcasing how Workplace can help connect them with each other and the wider business.
And the results speak for themselves.
Entry image
Entry video
Entry credits
- Andrew Last, Managing Director, Harvard
show more
show less
Highly Commended
Company
Silver Agency
Client
Finastra
Summary
The accelerated use of AI in financial services has led to algorithmic bias in the sector and discrimination against certain demographics when applying for finance. A big issue, that for the good of humanity, needed to be addressed.
To lead industry-wide change, global fintech solutions company Finastra worked with Silver to develop an impactful multi-channel campaign to start righting this wrong.
The objective was to engage people across financial services globally to first acknowledge a problem exists, and then work together to find a solution.
We needed to inspire multiple audiences to act, so we needed a broad (but purposeful) channel and content strategy.
Taking forward Finastra’s belief of the future of finance being OPEN, we created a movement entitled ‘OPEN by {Default}’.
Following conceptual creative development, a multi-channel strategy across owned, earned, and paid media was executed. This included PR, partner marketing, direct marketing, virtual hackathons, and social media.
The movement began.
The campaign was a global success, attracting over 600 registrations for the hackathons across 50+ countries, including Antarctica, with nearly 80% of the projects led by women.
The campaign picked up four Tier 1 press interviews featuring Finastra Execs, as well as 31 pieces of international coverage.
Entry video
Entry credits
- All at Team Silver , ,
show more
show less
Award
Company
Propaganda
Client
GenM
Summary
If you want change to happen, you don’t ask the audience being mistreated to change. You go to the source of the problem.
Formed by two women who were unwilling to settle for the invisibility of the menopause, GenM initially engaged Propaganda in 2021 looking for support to gain traction behind their organisation. From patronising portrayals to a lack of awareness, products, services and support for the menopause, GenM aimed to improve things for the UK’s 15.5 million menopausal women and those in transition.
Initially billed as the ‘Google’ of the menopause – a one-stop shop for menopausal consumers – Propaganda’s research soon identified a more impactful and sustainable proposition for the GenM.
A key market that had been overlooked by all existing menopause organisations, on Propaganda’s recommendation, GenM switched instead to targeting brands themselves. This created a holistic solution that would generate more significant and enduring social impact than any direct to consumer efforts the organisation could achieve.
Through two integrated campaigns, Propaganda has built up GenM’s brand equity among business audiences, as well as consumers. Alongside a total social media reach of 804,403, PR activity has delivered a total reach of 142.5 million, including titles like Forbes, The Times, Marie Claire, Daily Express, You (Mail on Sunday), Times Radio, and BBC Look North.
Since Propaganda relaunched GenM in October, 55 brands have become GenM Partners, publicly committing to improve the menopause experience – including JP Morgan, Royal Mail, M&S, Next, Co-op and WW.
Entry image
Entry credits
- Melanie Beer, Account Director, Propaganda
- Laura Chappill, Planner, Propaganda
- Lucy Callaghan, Social media Director, Propaganda
- Patricia Ramon, Social Media Executive, Propaganda
- Edi Adegbola, PR Account Manager, Propaganda
show more
show less
Nominated
Company
Pinterest
Summary
Trend reports that look back are so last year. Pinterest Predicts used their platform’s forward-looking data to give advertisers the insights they need… from the future.
Pinterest Predicts equipped advertisers with a secret weapon they've never had before—a window into the future. With a strong mix of online and offline multi-channel experiences, advertisers were fully immersed into our not-yet-trending report that helped them get ahead of future trends and strategically plan their upcoming marketing efforts.
Entry image
Entry video
Entry credits
- Andréa Mallard, CMO, Pinterest
- Celie ONeil-Hart, Creative Director, Content and Writing, Pinterest
- James Hurst, Creative Director, Design, Pinterest
- Talia Parnass, Senior Lead, Business Marketing, Pinterest
- Jenna Landi, Head of Brand Insights, Pinterest
- Micaela Brookman, Senior Lead, Brand Design, Pinterest
- Sue Chen, Senior Lead, Creative Ops, Pinterest
- Leah Gordon, Senior Manager, Ads Writing, Pinterest
- Jim Habig, Head of Business Marketing (fmr), Pinterest
- Alejandro de la Villa, Lead, Brand Writing, Pinterest
- CatherineRose Mountain, Senior Internationalization Program Manager, Pinterest
- Cynthia Zhang, Analyst, Pinterest
- Ella Petlicka, Senior Internationalization Program Manager, Pinterest
- Alexandra Nikolajev, Senior Lead, Creator Content & Partnerships, Pinterest
- Kelsey Bryden, Designer, Pinterest
- Shani Syphrett, Brand Marketing Lead, Consumer, Pinterest
- Brandi Steele, Designer, Pinterest
- August Mcmullin, Designer, Pinterest
- Felicia Baskin, Senior Lead, Content Marketing, Pinterest
- Graham Roth, Product Manager, Growth, Pinterest
- Philip Czapla, Brand Designer, Pinterest
- Carly Wallace, Creative Strategy Program Manager, Pinterest
- Amiyra Perkins, Senior Lead, Creative Strategy, Pinterest
- Ana Todd, Manager, Platforms & Tools, Pinterest
- Jordan DiSanto, Product Designer, Pinterest
- Maya Wong, Brand Writer, Creators, Pinterest
- Ashley Jones, Product Marketing Manager, Pinterest
- Namita Gupta, Creator Marketing Lead, Pinterest
- Michelle Van Houten, Creative Producer, Pinterest
- Swasti Sarna, Data Comms Manager, Pinterest
- Ali Burgis, Creative Producer, Pinterest
- Juliette Chatelain, Communications Manager, Pinterest
- Eric Wahlgren, Content Programs Director, Pinterest
- Laura Amschel, Creative Producer, Pinterest
- Maria Breaux, Writer, Pinterest
- Sydney Stanback, Advertiser Researcher, Pinterest
- Amelia Zak, Content Marketing Associate, Pinterest
- Mary-Claire Rotticci, Marketing Counsel, Pinterest
- Megan DAlessio, Inclusion & Diversity Business Partner, Pinterest
- Lissa Healy, Inclusion & Diversity Business Partner, Pinterest
- Cristina Francisco-McGuire, Diversity Business Partner, Pinterest
- Amy Dziewiontkoski, Sales Manager, Pinterest
- Anisha Vasandani, Technical Program Manager, Pinterest
- Joey Weber, Content Editor, Pinterest
- Marta Matias, Brand Writer, Pinterest
- Jenny Kindness, Product Marketing Manager, Pinterest
- Kayte Korwitts, Content Manager, Pinterest
- Elizabeth Luke, Senior Communications Manager, Ads, Pinterest
- Cierra Yetts, Brand Communications Manager, Pinterest
- Kimmie Glass, Comms Manager, Pinterest
- Arianna Thomas, Communications Manager, Consumer, Pinterest
- Ashley Mossman, Communications Manager, Pinterest
- Rachel Murphy, Writer, Pinterest
- Kevin Darouian, Designer, Pinterest
- Jaime Pham, Creative Strategist, Pinterest
- Stephanie Halovanic, Writer, Pinterest
- Nune Mesropyan, Email Marketing Manager, Pinterest
- Whitney Paul, Market Researcher, Pinterest
- Visha Kudhail, Business Marketing Director, Europe, Pinterest
- Elizabeth Mansfield, Head of Americas + APAC Business Marketing, Pinterest
- Ara Ko, Business Marketing Lead, US, Pinterest
- Yen Conrod Tran, Business Marketing Lead, CA, Pinterest
- Luis Benini, Business Marketing Lead, LATAM, Pinterest
- Britta Hindrichs, Business Marketing lead, DACH, Pinterest
- Mai Yanagishima, Business Marketing Manager, JP, Pinterest
- Lyndsay McGregor, Content & Social Marketing Manager, Pinterest
- Pierre Gayno, Business Marketing Manager, FR, Pinterest
- Ashish Arya, Vertical Strategy & Insights Lead, Pinterest
- Sarika Sangwan, Senior Lead, Global Audience Marketing, Pinterest
- Sehar Mahmood, Creative Strategy Program Manager, Pinterest
- Melissa Chen, Data Comms Analyst, Pinterest
- Jacinth Yew, Creator Growth Specialist, Pinterest
- Isabella Schoepfer, Project Director, Made Thought
- Alistair Webb, Creative Director, Made Thought
show more
show less
Nominated
Company
Vodafone Business
Summary
In March 2020, the UK went into lock down in an attempt to contain the spread of Coronavirus. Overnight UK SMEs were unable to do business as usual, or even business at all. Their survival was crucial to the recovery of the UK economy, they needed to adapt quickly to survive – to digitally transform their businesses.
At Vodafone Business, we had the solutions and technology SMEs needed to thrive, but we had a perception problem – they considered us as a distant corporate rather than a credible technology partner. We needed a new communication’s platform; one that encapsulated our role and involvement in the lives of SMEs.
This saw us launch our SME Champion campaign, taking bold steps to execute differently, releasing a Netflix-style event series, followed by a multi-channel campaign including a WIRED partnership featuring our very own SME customers. What followed was beyond what we’d even expected – contributing to an increase of non-user consideration by 11 points, smashing our three-month traffic target by 57% and surpassing our online training sign-up target by over 13,000 people!
Entry image
205317836 Vodafone SME KV Antiques.pdf
Entry video
Entry credits
- Emilia Newbold, Marketing Manager - Brand Campaigns, Vodafone Business
- Daniel Underwood, Senior Manager - Vodafone Business UK Marketing and Communications, Vodafone Business
- Sara Hadfield, Brand & Marketing Lead, Vodafone Business
- Michael Nelson, Senior Brand Strategy Manager, Vodafone Business
- Jake Goodyear, Account Director, Ogilvy
- Ryan Rabinowitz, Business Director, Ogilvy
- Charlie Lynch, Strategist, Ogilvy
- Nik Mysers, Strategy Partner, Ogilvy
- Ed Buckingham, Designer, Ogilvy
- Ronnie Wishart, Creative, Ogilvy
- Adam Claridge, Creative, Ogilvy
- Adam Ronan, Creative, Ogilvy
- Clare Russell, Creative Director, Ogilvy
- Nik Wittenberg, Executive Creative Director, Ogilvy
show more
show less
9
Re-brand or Re-launch Strategy of the Year
Award
Company
The&Partnership
Client
Mars
Summary
In the summer of 2020, a variety of historic racial injustices were thrown to the fore, prompting Mars Food to evolve the long-established Ben’s brand – from Uncle Ben’s to Ben’s Original.
But doing so risked destabilising a brand with long-standing equity and negatively impacting sales. So we needed to define a new brand platform that could unite all points of view.
Our solution, ‘Everyone’s Original’, was borne from the insight that ‘we are all individuals’, and if we can’t accept people’s individuality we can’t truly invite everyone to the table.
The launch campaign ‘We’re all original recipes’ elevated this idea by dramatizing the sense that everyone has a unique story to tell & original recipe to share. The campaign tells the story of six real families, all from a variety of backgrounds, and celebrates the unique ingredients that make them who they truly are - their own original recipes.
This re-launch was incredibly successful, seeing a 229% increase in purchase intent, a 42% increase in brand awareness, a 20% increase in household penetration (US) and a 10% increase in market share (US). Its performance far exceeded our expectations.
By actively listening to real people, and thoughtfully responding to social unrest due to racial injustices around the world, this inclusive, effective brand re-launch shows the importance of reflection before immediate action and the impact that can be had when brands take a more empathic approach in responding to societal changes.
Entry image
Entry credits
- Rafael Narvaez, Global CMO, Mars
- Anja Spielmann, Global Brand and Content Director, Mars
- Caroline Sherman, Global Sr. Director Corporate Affairs, Mars
- Katie Kaylor, Global Portfolio CMI, Mars
- David Gadd, Global Design Director, Mars
- Max Adams, Brand Director , Mars
- Oliver Egan, Planning Partner, The&Partnership
- Alex Dobson, Strategy Director, The&Partnership
- Paul Porter, Senior Planner, The&Partnership
- Andre Moreira, Executive Creative Director & Partner, The&Partnership
- Fabio Abram, Creative Director, The&Partnership
- Braulio Kuwabara, Senior Creative, The&Partnership
- Malena Porcaro, Senior Creative, The&Partnership
- Matias Ruiz, Creative, The&Partnership
- Charlie Milton, Creative, The&Partnership
- Will Thomas, Creative, The&Partnership
- Hannah Slater, Head of Client Services, The&Partnership
- Gemma Corridan, Business Director, The&Partnership
- Natalina Robarts, Account Manager, The&Partnership
- Alec Woolford, Account Manager, The&Partnership
- Thea Evely, Head of Integrated Production, The&Partnership
- Holly Simmons, Senior Producer, The&Partnership
- Lilli Burridge Payne, Assistant Producer, The&Partnership
- Danny Bush, Head of Creative Operations, The&Partnership
- Zaneta Stepien, Project Manager, The&Partnership
- Peace Ogbuani, Work Experience, The&Partnership
- Simon Hadassi, Head of Design, The&Partnership
- Mara Vojnovic, Graphic Designer, The&Partnership
- Corin Taylor, Producer, Blink
- Bob Harlow, Director, Blink
- Alice Hopgood, Production Manager, Blink
- Joel Honeywell, DOP, Blink
- Dave Davies, Editor, Trim
- Ella Sedgwick, Producer, Trim
- Ella Glazer, Producer, Untold//ETC
- Luke Morrison, Grade Op, Untold//ETC
- Marina Guy, Producer, Major Tom
- Tessa Harris, Producer, Major Tom
- Jack Chown, Composer, Major Tom
- Prakash Nathan, BTS, BTS
- Molly Butcher, Producer, Grand Central
- Tom Pugh, Sound Engineer, Grand Central
show more
show less
Nominated
Company
Space & Time
Summary
As we continue to move towards an ever more connected, digital-first world, it stands to reason that the agency models that have served clients until now will not be best placed to serve them in the future. Adding to this the monumental changes that have impacted how we work over the last 18 months and it becomes even clearer that change is needed. In such a fast-moving industry, it’s imperative to keep up with changing customer needs, and Space & Time has managed to do just that by restructuring its business.
In August 2021, Space & Time repositioned itself as a growth marketing agency. Chris Jones, managing director, believes that the media agency model is broken and needs to be completely reinvented with a focus on client growth, a commercial mindset that drives long-term value not just short-term customer acquisition as well as a flexibility and fluidity in how agencies and clients work together to drive growth.
So came the restructure of Space & Time and introduction of four distinct front doors into the business: media, technology, performance creative and training. To ensure clients benefited from optimal engagement with these capabilities, the team pioneered Full Experience™, a unique and relevant proposition that will help brands unlock growth potential and business transformation.
Entry image
Entry credits
- Chris Jones, Managing Director, Space & Time
- Ed Hill, Executive Director Operations, Space & Time
- Heather Connearn, Executive Director Commercial, Space & Time
- Justin Stracey, Executive Director Client Experience, Space & Time
- Stephen Harrington, Executive Director Agency Development, Space & Time
show more
show less
Nominated
Company
House Digital
Client
N/A
Summary
Last year digital marketing found a new home - House Digital.
Following our relaunch from KW Digital to House Digital, we created a more sustainable agency model that brings our skills in-house to our clients.
Our research showed that 58% of marketers are planning to bring their digital spend in-house; brands want greater control, more agility and better value from their digital spend. House Digital offers the typical services that a digital marketing agency offers, but the impetus is on building these skills and developing them in-house over time.
House Digital equip our clients with the strategy, skills and confidence to become marketing experts. Our goal is to deliver long-term success for brands by helping them to do the right bits of work in-house, saving marketing spend for them to outsource what they really need to. And now we’ve relaunched - we have the results to back up our new way of living.
Entry image
Entry video
Entry credits
- Simon Jones, Head of Client Services, House Digital
show more
show less
Nominated
Company
Onwards
Client
Housekeep
Summary
Housekeep is a two-sided marketplace connecting consumers and home services professionals. The business launched in 2014 as a cleaning service and has grown into the UK's market leader in the £5bn home cleaning market. Having found product-market fit in home cleaning, Housekeep is now expanding rapidly into new locations and services, including end of tenancy cleaning and tradespeople services.
To help Housekeep achieve their ambitious growth plans, they completed a rebrand in November 2021. Housekeep’s name is unchanged, but they have a clean new look which was developed with branding agency Onwards.
The new ‘Housework that works’ visual identity and brand positioning is designed to reflect the 5-star service provided by professionals on the platform, plus the smart tech that helps customers manage every part of the process seamlessly - from click, to clean, to cashless payment.
Entry image
Entry video
Entry credits
- Joe Ryrie, Strategy Director, Onwards
- Chris Banks, Creative Director, Onwards
- Emily Jeffery-Barrett, Creative Strategist, Onwards
- Joe Smith, Lead Designer, Onwards
- Diana Kheti, Head of Product, Housekeep
- Jay Vincent, Lead Frontend Engineer, Housekeep
- Liam Dickerson, Head of Digital Marketing, Housekeep
- Avin Rabheru, CEO, Housekeep
show more
show less
Nominated
Company
Decoded Advertising
Client
CareerBuilder
Summary
Fame. Fortune. Hustle. Success has a reputation in our culture. But it turns out, it doesn’t have much to do with how people define success for themselves. 97% of Americans cite getting to pursue their interests and talents as their version of success. As a brand that caters to the 60% of Americans without a college degree but plenty of ambition, we knew CareerBuilder could be the job platform that stood for helping people find meaning in work.
“Let’s Job It Up” celebrates what it feels like for job seekers to finally get what they deserve. This integrated campaign and rebrand taps into too-real work situations to encourage job seekers to leave their unfulfilling jobs to find work that really works for them. CareerBuilder redefined personal success with a rallying cry for American workers during a time they needed it most.
Entry image
Entry video
Entry credits
- David Weinstock, Chief Creative Officer, Decoded Advertising
- Laura Holmes McCarthy, Group Creative Director, Decoded Advertising
- Slate Donaldson, Creative Director, Decoded Advertising
- Chris Williams, Associate Creative Director, Decoded Advertising
- Kayla Nixdorf, Associate Creative Director, Decoded Advertising
- Elsa Flike, Art Director, Decoded Advertising
- Leah Voskuil, Junior Copywriter, Decoded Advertising
- Can Misirlioglu, Head of Design and Craft, Decoded Advertising
- Joshua Graver, Associate Design Director, Decoded Advertising
- Samuel Ubinas, Designer, Decoded Advertising
- Mark Robson, Senior Motion Designer, Decoded Advertising
- Val Nguyen, Chief Strategy Officer, Decoded Advertising
- Katie Bartasevich, Group Brand Director, Decoded Advertising
- Matthew Greenberg, Performance Director, Decoded Advertising
- Michelle Ventura, Brand Director, Decoded Advertising
- Matthew Au, Brand Manager, Decoded Advertising
- Kelly LaCorte, Project Management Director, Decoded Advertising
- Laura Shuey, Head of Production, Decoded Advertising
- Shannon Barnes, Executive Producer, Decoded Advertising
- Liz Mistriel, Business Affairs Director, Decoded Advertising
- Joshua Abbott, Senior Producer, Decoded Advertising
- Jaquay Saintil, Production Coordinator, Decoded Advertising
show more
show less
Highly Commended
Company
Financial Times
Summary
In September 2021, the FT launched a new corporate brand campaign, 'Letters to this New World'. A rallying cry that encourages public reflection on life before and after the pandemic and importantly, gives voice to the lessons learned by us all.
The content-led campaign features a series of hard-hitting open letters addressing themes like climate change, the world of work, digital finance and global inequality. High profile FT journalists including Martin Wolf, Gillian Tett, Pilita Clark and Paul Murphy penned their own letters to launch the campaign, each focused on their area of expertise. The entire Financial Times staff were then invited to contribute, by sending in their own letters about what is important to them - an important act of inclusion and unity following months apart from each other. Finally, we reached out to the public with a digital call to arms and also physical activations at targeted events - festivals and art fairs. Subsequently, celebrated thinkers and business leaders shared what they would like to see addressed post-pandemic or lessons learned, from the urgency of addressing climate change to the digital revolution.
The campaign was a strategic evolution to the FT’s ‘New Agenda’ brand platform, which boldly calls for a more responsible model of capitalism fit for the modern age - an unexpected standpoint from the world’s most renowned financial title. It clearly positions the FT as the leading destination for analysis and leadership on the most important global trends and themes in a rapidly changing world.
Entry image
Entry credits
- Finola McDonnell, Chief Communications & Marketing Officer, Financial Times
- Tia McPhee, Global Brand Director, Financial Times
- Harry Haydon, Senior Brand Planner, Financial Times
- George Bryant, Chief Creative Officer, The Brooklyn Brothers
- Will Sansom, Head of Strategy, The Brooklyn Brothers
- Kati Lopez, Creative Director, Financial Times
show more
show less
Nominated
Company
Asset Creation Team
Client
NRG Riverside
Summary
When a business with a 25-year heritage in truck rental, needed a relaunch to create marketing activity that represented their repositioning to a full services Fleet Management business, they commissioned new agency, Asset Creation Team as a marketing partner.
With insight from speaking with customers and internal teams, Asset Creation Team quickly identified that there was confusion around this new client’s business name and brand. This was resulting in little or no awareness within the industry, irrespective of the positive feedback their customers were sharing.
Within just six months of the new brand and communications, NRG Riverside have significantly increased sales year on year and are attracting higher calibre employees through their clear, confident and people-orientated positioning.
Asset Creation Team created a dynamic, eye-catching brand with customer-focused messaging and communications, that have transformed NRG Riverside. The re-launch has driven industry awareness; significantly increased sales; motivated and energised the internal teams; and quickly developed their positioning as leader in the specialist Fleet Management industry.
A ‘Thank you’ card from our client says, “Thank you so much for all the amazing work you have done for NRG Riverside. You have transformed our position in the market. Keep up the great work, it is really appreciated! Leigh”
Entry image
ACT NRG Rebrand.pdf
Entry credits
- Paula Cunningham, Director, Asset Creation Team
- Megan Dyer, Account Executive, Asset Creation Team
show more
show less
Nominated
Company
Transmission
Client
Software AG
Summary
A brand campaign that drives real pipeline opportunities is an unheard-of phenomenon in B2B marketing. But this what Software AG and their agency achieved with their “Seamless is More” campaign in 2021.
All it took was strategy that unearthed a simple truth, creative that captured our audience’s imagination, and a data lead activation and media strategy that brought it all together.
With multiple taglines and sub brands in market, this campaign was designed to bring everything together with a single tone of voice, look and feel and overarching message that would connect the customer experience from brand through to demand.
We noticed that Software AG’s various offerings had one thing in common: they all helped companies seamlessly connect—both internally and with their partners and customers. The tagline “Seamless is More” combined with striking imagery of seamless connections brought the campaign to life.
The campaign used an integrated 1:Many Account Based Marketing motion that connected brand through to demand, providing a seamless customer experience designed to give us multiple touch points and engagements across the funnel so we’d have many levers for optimization and reporting.
This campaign drove awareness, while also achieving 490 actively engaged accounts, $13.9m entering pipeline, 95% account penetration, over 23 million impressions, and over 5,000 leads.
Entry image
Entry video
Entry credits
- Tim Casey, VP, Client Services, Transmission
- Paul Wegener, Account Director, Transmission
- India Bluett, Account Executive, Transmission
- Scott Thibodeaux, VP, Creative Director, Transmission
- Steven Anacker, Creative Director, Transmission
- Sonya Desai, Strategy Director, Transmission
- Max Massengill, VP, Activation, Transmission
- Collin Smith, Digital Manager, Transmission
- Nick Kidd, Art Director, Transmission
- Ashley Glinkman, Social Manager, Transmission
- Laura Talley, VP Marketing, Americas, Software AG
- Bill Carney, VP, Growth Marketing, Software AG
- Dawn Colossi, CMO, Software AG
show more
show less
Nominated
Company
Carswell Gould
Client
The Solicitors' Charity
Summary
As a result of Carswell Gould's far-reaching and insightful rebranding of The Solicitors’ Charity, engagement with the legal profession and the public has been outstanding. The number of relevant and valued individual contacts in CRM increased by 1399% in 2021. From just 60 contacts in January, the number rose to 900 records by October. Of that, 632 asked to join the Solicitors’ Register and in addition, the charity’s volunteer records have grown to more than 100 contacts. Carswell Gould's rebrand raised awareness of The Solicitors’ Charity with consistent delivery of social media posts, newsletters, advertising and PR and industry ‘Conversations’ to engage and inform.
In just 18 months, Carswell Gould transformed the 163-year-old charity into a modern, marketing-led operation; rebuilding every aspect of its proposition and go-to market strategy.
We devised a persona-centric strategy, rebuilt the vision, mission and values and used these to inform the charity’s renaming and its rebrand. Following brand development, we moved through to CRM/automation, website, content and campaign creation.
Ongoing communications have also been modernised using Salesforce, permission-based flow and marketing automation.
The charity’s objectives for the year include rolling out the brand and communicating change; doubling its database of solicitors and firms; increasing the number of solicitors it helps; increasing donations to £1,000,000 and ensuring high volume and consistency of engagement with the profession.
Carswell Gould now acts as the outsourced marketing team for this national charity.
Entry image
Entry video
show more
show less
8
Finance and Professional Services
Nominated
Company
The Royal Bank of Scotland
Client
NatWest Group
Summary
Achieving the unimaginable
Established in 1727, the Royal Bank of Scotland is Scotland’s largest bank with over 3 million customers. Royal Bank has a history steeped in acquisition and growth and was a source of pride for Scotland for 100’s of years.
That all ended in a spectacular crash and a public bail out in 2008. A succession of legacy issues meant the hits to the bank's reputation kept coming and RBS was plagued by bad news stories. This resulted in RBS being the most vilified brand in Scotland with public confidence at an all-time low.
In 2015, after a period of operational recovery, it was the job of the marketing department to try to build consumer and staff confidence in the brand again.
Reputational damage of this scale required a ‘brief from the heart’ aimed at an emerging target market of under 35s. The brief was a recognition of the new bank we had become after several years of reparations; we had new leadership, new values and a pledge to always put our customers first.
Following a meticulously planned campaign of activity and brand relaunch, seven years on, Royal Bank is now the most considered bank in Scotland with the under 35 audience - translating into market share.
This paper steps out the details of this journey, and how we achieved the biggest brand turnaround of the decade.
Entry image
Entry video
Entry credits
- Agency Team, at, Leith
- Agency Team, at, Studio Something
- Agency Team, at, Zenith
- Agency Team, at, Initiative
- Agency Team, at, Stripe
- Agency Team, at, Kantar
show more
show less
Nominated
Company
Motel, Bountiful Cow, Kinetic
Client
Klarna
Summary
With eCommerce booming, Klarna's core service of providing simple and safe payment solutions is invaluable. They operate a Buy Now Pay Later service which is growing fast but often has a bad reputation. In early 2021, misconceptions about Klarna were spreading in the national press and on social media. We needed to set the record straight about their services - and to build trust with shoppers aged 25 to 44.
It was this challenge that formed the basis of their ‘Discover the Truth’ communications. What better way to dispel myths and raise awareness of their brand than through a public and trusted channel like Out of Home (OOH). But rather than dispelling the myths by simply stating the facts, we tackled them head on and invited people to Discover the Truth for themselves.
Klarna fused OOH with Mobile to create a fun and interactive game. Creating stand out and connecting at a far deeper level with the audience.
Partnering with renowned artist Ignasi Monreal, seven common myths were woven into seven visually stunning paintings and displayed on real-world OOH canvases including interactive murals and the Waterloo domination. Pavement chalk stencils provided a directional call to action inviting consumers to take part in the challenge.
The combination of impactful media, striking creative and gamification delivered something spectacular – over 160,000 people visited the Klarna gallery, and 45,000 people dispelled all seven myths. More importantly brand trust increased from 59% to 68% during the campaign period.
Entry image
Entry video
Entry credits
- Neda Shadanlou, Creative Director, Motel
- Lee Tan, Creative Director, Motel
- Juan Carlos Ruiz Pérez, Creative, Motel
- David Boynes, Creative, Motel
- Natasha OConnor, Producer, Motel
- Ellie Roberts, Head of Planning, Bountiful Cow
- Mimi Okorie, Account Manager, Bountiful Cow
- Hannah Russell, Account Director, Kinetic
- Sam O’Connell, Head of Projects and Operations, Kinetic
show more
show less
Nominated
Company
Ladder
Summary
In the fall of 2021, Ladder launched the company's first brand campaign on the heels of a $100M Series D fundraise.
Developed in partnership with AdAge’s 2020 Newcomer Agency of the Year FRED & FARID, and directed by award-winning director and costume designer Casey Storm (of Spike Jonze and David Fincher credits), Ladder’s “So Good” campaign is built around a unique consumer insight: almost 1 in 2 couples with life insurance joke about taking each other out for the payout, according to a recent survey of 3,000+ respondents.
Centering on a family who has booby trapped their home, the spot shows Dad expertly navigating his normal day-to-day of dynamite sticks and children’s archery bows, all the while lovingly humoring his very “creative” family. The commercial feels immediately relatable, yet completely unexpected. It is that combination of familiarity and surprise that enables the brand to cut through the noise in a unique way.
Ladder’s mission is to redeem life insurance for digital consumers — making it as accessible, affordable, and beloved as it should be. Part of it means facilitating the conversation around life insurance, which can feel intimidating. By reflecting back their own humor, Ladder empowers viewers to crack open that conversation in a way that feels familiar.
Ladder’s “So Good” spot is now live across the country on TV networks and streaming platforms, including Hulu, Roku, and Tubi.
Entry image
Entry video
Entry credits
- Casey Dubie, Brand Marketing Manager, Ladder
- Conor Coughlan, Marketing Director, Ladder
- John Smiley, Head of Digital Marketing, Ladder
- Olivia Borsje, VP of Marketing, Ladder
show more
show less
Award
Company
Starling Bank
Summary
Starling Bank is on a mission to change banking for good. We partner with people & businesses that share our values & believe in doing the right thing; one such person is environmentalist & YouTube creator Jack Harries. Together, we collaborated on a content series to elevate the voices of underrepresented young people at COP26. For the documentary series, Jack made a carbon neutral journey across the UK. Travelling from the Isles of Scilly to COP26 in Glasgow, he collected stories on how the climate crisis is affecting lives. We aired the stories, including interviews with Barack Obama, Jane Goodall & Starling CEO & Founder Anne Boden at COP26 & projected the heroes behind them onto the Glasgow Armadillo. Sir David Attenborough even presented this content to the delegates at the summit itself, giving the overlooked victims of climate change a seat at the biggest table of all. As part of our wider brand awareness campaign, we wanted to challenge & disrupt the media landscape, act with purpose & offer something genuinely different - ‘Seat at the Table’, the name of the series, was our way to do this. Many consumers expect brands to help them make ethical choices, another reason that ‘Seat At The Table’ was something Starling was proud to support. The campaign delivered 50m impressions & reached 12m unique users in the UK & at the same time Starling saw the highest number of personal current account applications in the month the series launched.
Entry image
Entry video
Entry credits
- Jack Harries, YouTube Creator, Jack Harries
- Luke Hyams, Head of YouTube Originals, YouTube
- Alexander Lee, YouTube Marketing, YouTube
- Persa Shadnia, Video and Display Sales Manager, Google
- Hannah Pennington, Content Sales Lead, Google
- Gemma Johnson, Director of Digital Growth, Starling Bank
- Harriet Rees, Head of Data Science, Starling Bank
- Alexandra Frean, Chief Corporate Affairs Officer, Starling Bank
- Neema Cox, Social Media Manager, Starling Bank
- Oliver Mott, Head of Social Media, Starling Bank
- Hal Macdermot, Head of Editorial Content, Starling Bank
- Christian Marchant, Customer Engagement Senior Manager, Starling Bank
- Marius Feraru, Digital Design Lead, Starling Bank
- Elita Falkvard, SEO and Web Lead, Starling Bank
show more
show less
Nominated
Company
CHS
Client
HSBC UK
Summary
HSBC’s Sustainable Investments is the integrated digital campaign that drove more acquisition of the HSBC UK sustainable investment products.
With original content shot and produced by CHS, a diverse set of ‘everyday eco-characters’ were brought to life to front the campaign. Set to unpick the complex narrative around sustainable investing through dynamic storytelling.
In addition to raising awareness and driving purchases, the campaign sought to break down common misconceptions about investing. Removing fear whilst instilling confidence in consumers keen on making more sustainable choices.
The campaign was executed through a range of digital channels which all worked together to create awareness, engagement and conversion. This included online display video placements, animated display banners, Facebook in-feed videos, Instagram stories, social carousels as well as static posts.
The HSBC Sustainable Investment campaign drove a significant increase in sustainable investment purchases. Exceeding all engagement targets and uplifting HSBC UK’s favorability with consumers.
Entry image
Entry video
show more
show less
Nominated
Company
Tin Man
Client
Indeed
Summary
In the midst of a world-wide pandemic that sent the jobs market into disarray, global job site Indeed wanted to find a way to connect with a new audience – young adults aged 18-34 who, having been hit hardest by COVID job losses, perceived the brand as cold, functional, and outdated.
With Indeed’s CV lacking relevance for this audience, Tin Man devised a digital, earned-first campaign to catapult Indeed into the hearts and minds of young adults. Using the medium of spoken word poetry to tell real tales of job triumph and inspire those still looking for work, the Little Book of Big Triumphs delivered:
• 173 pieces of coverage in three days
• 42% increase in consideration
• 33% felt inspired by the campaign
• 10,000+ positive TikTok engagements
Entry image
Entry video
show more
show less
Highly Commended
Company
Wunderman Thompson
Client
HSBC UK
Summary
Without an address, the homeless find themselves in a lose-lose situation where not having a home makes it harder to open a bank account. This makes it harder to secure a legitimate job or claim benefits. Which makes it harder to find a home. It’s a vicious circle. To break this cycle of financial exclusion, HSBC UK partnered with Shelter to create the No Fixed Address Service. The bank provides the homeless with bank accounts using the charity’s address as proof of identification.
Entry image
Entry video
Entry credits
- Steve Aldridge, Chief Creative Officer, Wunderman Thompson
- Tom Drew, ECD, Wunderman Thompson
- Mike Watson, Creative Director, Wunderman Thompson
- Craig Hunt, Creative, Wunderman Thompson
- James Humphreys, Creative, Wunderman Thompson
- Graham Channon, Designer, Wunderman Thompson
- Yoshi Okubo, Designer, Wunderman Thompson
- Bryan Riddle, Designer, Wunderman Thompson
- David Howard, Designer, Wunderman Thompson
- Daryl Yeoman, Designer, Wunderman Thompson
- Claire Chislett, Business Director, Wunderman Thompson
- Luke Thornton, Account Director, Wunderman Thompson
- Olivia Taylor, Account Manager, Wunderman Thompson
- Max Cain, Account Manager, Wunderman Thompson
- Sonny Botero, Agency Producer, Wunderman Thompson
- Liberty Willison, Assistant Producer, Wunderman Thompson
- Tom Lawrence, Creative producer, Wunderman Thompson
- Omar El Gammal, Planning Director, Wunderman Thompson
- Siri Bunford, Director, Knucklehead
- Mathew Brown, Producer, Knucklehead
- Cat Irving, Production Manager, Knucklehead
- Becky Thompson , Production Assistant, Knucklehead
- Christopher Sabogal, DOP, Knucklehead
- Tom Wales, Production Designers, Knucklehead
- Stefanie Grieve, Production Designers, Knucklehead
- Natricia Bernard, Choreographer, Knucklehead
- Adam Rudd, Editor, Whitehouse Post
- Matthieu Toulett, Colourist, MPC London
- Munzie Thind, Sound Designer, Grand Central Studios
show more
show less
Nominated
Company
BIG little LDN
Client
ALA Insurance
Summary
Only 1/10 motorists take out GAP Insurance yet, if a vehicle is written off or stolen, comprehensive insurance providers could only pay as little as 40% of the vehicle's purchase price.
So, ALA GAP Insurance set influencer Louise Boyce aka @Mamasstillgotit_ a challenge. To find a replacement for her Volkswagen Touareg, using only the money she would have received if it was written off or stolen.
The social media campaign ‘Your Life’ showed Louise’s everyday struggles as a result of not being able to afford a like-for-like vehicle replacement, using just the comprehensive insurance pay out. The humorous, yet worryingly relatable content showed how the convenient features she once took for granted had been sacrificed as a result of not having ALA GAP Insurance. By leading with the emotional benefits, it gave space to deliver rational benefits in a way that was authentic and didn’t feel forced.
When you get into the nitty gritty of a topic like GAP Insurance, you can easily end up with a dry, instructional film. However, the chemistry between Louise and the crew, together with the relatable script and comedic editing, has created something far more watchable, driving tangible results.
The ‘Your Life’ campaign completely transformed how ALA Insurance approached acquisition. It provided a brand new creative and digital benchmark for the way they engaged with customers. This approach to brand partnerships on Instagram has set a precedent for the entire insurance industry, despite the brand’s uniquely difficult market conditions.
Entry image
Entry video
Entry credits
- Holly Eddleston, Head of Influencer Marketing, BIG little LDN
- Sophie Lyndon, Communications Manager, BIG little LDN
- Helen Connolly, Design Director, BIG little LDN
- Louise Boyce, Brand Partner/ Influencer, Mama Still Got It
- Harriet England, Marketing Manager, ALA Insurance
show more
show less
10
New Product or Service Launch Strategy of the Year
Nominated
Company or team name
Spark Foundry
Client
Takis
Summary
TAKIS are a new rolled tortilla chip that are sure to set the UK crisps market, and your mouth, on fire. But with tiny budgets and facing category behemoths like Walkers, we knew disruption would be essential to make any progress in this already crowded market. Taking inspiration the impending HFSS legislation and the bold nature of the brand you’d be forgiven for thinking TAKIS might defy the government and continue to nudge teenagers to try this intriguing new snack. But TAKIS are no ordinary snack, and neither was our approach. We harnessed the oldest trick in the book together with guerrilla and grass roots tactics to obliterate sales targets and secure our future on the shelves of Britain’s leading supermarkets.
Entry image
Entry credits
- Lewis Starnes, Managing Partner, Spark Foundry
- Pippa Sparks, Account Director, Spark Foundry
show more
show less
Nominated
Company or team name
True
Client
Acora
Summary
Acora, an unknown IT services provider, embarked on a mission to reimagine their category and create a new normal for their industry.
For too long, IT services have been governed by Service Level Agreements (SLAs) that simply define which services the provider will deliver and to what level. But when an SLA is in place, there’s no requirement for the service provider to innovate for their customer.
For Acora to win market share in a crowded market, the traditional way of doing things wouldn’t suffice, so we changed the rules in our favour. We challenged the status quo and put their name on the map, creating an industry first, category defining service that changed business culture and moved with the times.
We launched Acora’s Experience Level Agreement (XLA), unlocking the true power of IT services by focusing on what matters most – the end user experience. Long Live the XLA became a call-to-arms for professionals to stand up against sub-par SLAs and demand more from their IT service providers – a movement highlighting the inadequacies of the industry standards and firmly positioning Acora as the new challenger leading much needed change in IT services.
The campaign achieved widespread coverage from industry analysts such as Gartner and Forrester. Their share of category searches more than doubled (an increase of 2.18%). And with share of search proven to be an accurate proxy for market share in IT services, this increase equates to a £4.7m uplift in sales revenue in just 4 months.
Entry image
Entry video
Entry credits
- Cos Mingides, Head of Effectiveness, True
- Wendy Owen, Account Director, True
- James King, Creative Director, True
- Gary Hill, Creative Director, True
- Adrian Peters, Creative, True
- David Wellington, Creative, True
- Harry Moore, Producer, Mad Cow
- Pete Chambers, Executive Producer, Mad Cow
- Phil Lind, Director, Mad Cow
show more
show less
Highly Commended
Company or team name
McCormick Spice
Summary
In 2021, McCormick reinvented how they bring new products to market. By combining consumer insights with relevant culture, McCormick teamed up with vegan influencer Tabitha Brown to launch the ultimate salt-free spice blend: Sunshine Seasoning.
Entry image
Entry video
Entry credits
- Shelby Silver, Sr. Social Media Manager, McCormick & Company
- Alia Kemet, VP of Creative & Digital Marketing , McCormick & Company
- Kendra Ferguson, Sr. Public Relations Manager, McCormick & Company
- Megan OBrien, Director of Content Production & Strategy , McCormick & Company
- Leola Henry, Product Development Director, McCormick & Company
- AuBrei Weigand, Senior Flavor Scientist , McCormick & Company
- Kevan Vetter, Executive Chef, McCormick & Company
- Janice Tsuji, Sr. Culinary Development Manager, McCormick & Company
- Louella Villa, Sr. Culinary Development Manager, McCormick & Company
- Heather Grey, Sr. Graphic Design Manager, McCormick & Company
- Amanda Bassett, Digital Culinary Content Manager, McCormick & Company
- Rocky Brewer, Content Producer, McCormick & Company
- Sunny Levine, Associated Product Manager, McCormick & Company
- Reeba Ivan, Digital Product Content Manager, McCormick & Company
show more
show less
Nominated
Company or team name
Qumin
Client
Moxy Hotels
Summary
Tasked with launching a new youth brand hotel in Shanghai, we set out to achieve a world first, ”The Blank Canvas Hotel”.
For the first time in history, China’s youth feel emboldened to shake off the shackles of social pressure to “settle”, which created the derisory notion that Chinese Gen-Z are the “Tang Pin” (Lying-flat) generation.
With MOXY’s and its brand values, we wanted to tear down this notion, to show China and beyond, that Chinese Gen-Z are expressive, creative and shaping culture not just consuming it. We positioned MOXY as “the home for the brave”.
We found 9 aspiring creatives and sent them custom made concrete “mystery boxes” with a brief and tools to inspire… enlisting them to produce unique art pieces as permanent fixtures for the hotel – sculptures, graffiti, dj-sets, installations and more.
We told their story through a series of 18 videos tailored for Douyin (Chinese TikTok), and ran a #challenge, inviting others to create M.O.X.Y. from everyday objects, creating #MakeMoxyYours.
The campaign culminated in a landmark launch party art exhibition, celebrating Chinese youth culture, attracting KOLs (Key Opinion Leaders) on popular social platforms, alongside Shanghai tastemakers, including skateboarders, singers, foodies, artists, actors, models, and media.
This generated mass awareness with over 500M video views, 7M Likes, 7K UGC videos, 443K homepage visits, 143k location tag views, 407 PR placements, and a 90% occupancy rate in the weeks following.
Earned media coverage was valued at more than $5m USD, from a launch budget of $150k.
Entry image
Entry video
show more
show less
Award
Company or team name
PrettyGreen & What They Said
Client
Pantene
Summary
Pantene is passionate about representation with a legacy of driving change campaigns supporting communities facing discrimination. To launch the new “Miracles Silky & Glowing” range Pantene wanted to to drive meaningful brand engagement & product differentiation with positive impact.
The product USP of transforming how hair feels – from straw-like to Silky & Glowing - was identified as an opportunity for Pantene to drive an inclusive ambassador led campaign focused on a community to whom touch is THE most important sense – the visually impaired.
We partnered with Lucy Edwards; a visually impaired, beauty loving creator, presenter & journalist with stunning hair to inform our campaign strategy and Pantene worked with RNIB to introduce the ground-breaking Navi-lens technology on product packaging in-store at Superdrug.
We signed Lucy as Panteneʼs newest ambassador to feature in POS, TVCs and also create an Inclusivity Social Code of Conduct, an ʻindustry-firstʼ for the visually impaired community & an essential step forward in setting accessibility benchmarks for all leading-beauty brands and creators.
We ensured that the announcement of Lucy Edwards - as Pantene's first-ever blind ambassador - was not led by her disability but instead celebrated the fact that everyone can experience the pleasure of a good hair day.
PrettyGreen and What They Said delivered an impactful & purpose-led Miracles Silky & Glowing product launch campaign, powering Panteneʼs broader mission to drive inclusivity & accessibility by ensuring ALL people feel visible, powerful, & truly represented by the hair & beauty.
Entry image
Entry video
Entry credits
- Emma Grace, Group Executive Creative & Strategy Director, PrettyGreen
- Lucy Porter, Group Head of Planning & Innovation, PrettyGreen
- Lucy Mart, Managing Partner, PrettyGreen
- Catherine Smiles, Associate Director, PrettyGreen
- Lucy Williams, Account Director, PrettyGreen
- Emily Grigg, Account Manager, PrettyGreen
- Edward Micah, Account Executive, PrettyGreen
- Jessica McMillan, Campaign Manager, What They Said
- Edward Lemont, Senior Publicist, What They Said
show more
show less
Nominated
Company or team name
Moburst
Client
Redefine Meat
Summary
In November 2021, we assisted Redefine Meat in launching its line of New-Meat™ products in 3 new countries across Europe - Germany, the Netherlands and England.
As the product is currently only sold in restaurants, our challenge was to generate brand awareness and hype to the relevant audiences, all while their products were not yet commercially available.
We’ve faced this challenge by creating engaging visual & written content that encouraged potential customers to sign up for a “Waiting List” through which we collected leads.
We promoted a wide range of ads and organic content to announce the brand’s upcoming launch in Europe. By registering to the waiting lists, users were notified when Redefine Meat products were available in their area. Through these leads we are able to keep in touch with the audience in all four GEOs, targeting them in future campaigns, and continuously refreshing the brand’s promotional and organic content to ensure we keep them engaged.
This campaign had two different goals: brand awareness and the creation of a customer base in each country. Both goals also lend themselves to B2C and B2B marketing objectives, as they support Redefine Meat’s mission to expand its repertoire of partners (restaurants, distributors, hotels and more).
Entry image
Entry video
Entry credits
- Hofit Mallachy, Team Lead, Moburst
show more
show less
Nominated
Company or team name
Sky UK Ltd
Summary
In 2021, after several years of development, Sky launched Sky Glass, a disruptive new technology product that will go on to have a profound impact on the home viewing experience. Sky Glass, the streaming TV from Sky, is a television set that combines all of the technology required for a customer to enjoy their favourite content platforms - Sky, Netflix, Disney+ etc - in one, easy to use, ultra HD device. Subscribers will no longer require external satellite dishes to receive Sky, they will no longer need external audio equipment to enjoy full cinema quality surround sound and they will be able to enjoy all their favourite content from their favourite platforms through one, simple subscription package. To launch Sky Glass, Sky developed an equally innovative, fully integrated, digital-first marketing campaign covering influencer outreach connected directly to social selling, world-first OOH and digital OOH activations, media partnerships, PR, radio and everything in between. The Sky Glass launch was the largest product launch ever executed in the UK.
Entry image
Entry video
Entry credits
- Sunny Bhurji, Marketing Director, Sky
- Steff Grimer, Head of Marketing, Sky
- Laura Pinnell, Marketing Lead, Sky
- Steph Douglass, Marketing Lead, Sky
- Sarah Banham, Senior Marketing Manager, Sky
- Tom Oriel, Marketing Manager, Sky
- Adam Stopher, Marketing Manager, Sky
- Bhavina Dabasia, Marketing Manger, Sky
- Grace Evangelos, Marketing Manager, Sky
- Rachel Austin, Digital Marketing Executive, Sky
show more
show less
Nominated
Company or team name
The & Partnership
Client
Toyota
Summary
Toyota were missing out on a huge revenue opportunity. The number of Toyotas seen in their network for servicing (aka ‘Service Retention’) had been in decline since 2017 and flat for the previous decade. Despite the recognised quality, drivers serviced elsewhere because the perceived cost is too high.
To address this Toyota developed ‘Toyota Relax’. A ground-breaking new service proposition that gives drivers an extra 12-month warranty with every Toyota service for all cars up to 10 years old.
Through research and pricing analysis we were able to use ‘Toyota Relax’ to create a more positive value equation for consumers by anchoring a Toyota service to the higher perceived value of an extra 12-month warranty.
However, despite being motivating, it was still new and struggled from being seen as ‘too good to be true’. Customers worried there’d be a catch and that somehow they wouldn’t qualify.
This led to ‘Warranties for all’, celebrating the breadth of Toyota owners in all their glory, Requiring an inclusive, inviting and distinct campaign to cut through in the low interest ‘service’ category. Targeting customers both known and unknown to Toyota, it offered reassurance that whoever you are, and whatever state your car, as long as it’s under 10 years old, you still get a warranty.
This was a great success. Against a backdrop of continuing industry-wide servicing decline, post-launch Toyota saw a YOY increase of 7.1% (2021 vs 2020) in cars seen for service across the Toyota service network.
Entry image
Entry video
Entry credits
- Alex Fennemore, Strategy Director, The & Partnership
- Dani Asensio, Senior Art Director, The & Partnership
- Mat Thomas, Senior Marketing Manager, Brand Communications, Toyota
- Stephanie Swan, Account Director, The & Partnership
- Tom Sillars, Senior Copywriter, The & Partnership
show more
show less
Nominated
Company or team name
Ally Financial
Summary
Ally partnered with CAMP to create the Tree Topple board game to further our goal of making financial education available for all ages. The Tree Topple board game from Ally & CAMP teaches kids the importance of earning money, giving to causes, spending responsibly and saving money all while working together to build the tree. Everyone wins because you’ve learned how to properly manage your money all while having fun. Tree Topple was promoted through organic and paid social, the CAMP newsletter, landing page, celebrity influencers, and a commercial.
Entry image
Entry video
Entry credits
- Susan Ulrich, Senior Specialist, Ally
- Ashton Hagood, Specialist, Ally
- Christine Dempsey, CAMP, CAMP
- Victoria Barner, CAMP , CAMP
show more
show less
Nominated
Company or team name
Rogers & Cowan PMK
Client
Whipshots
Summary
When Starco Brands recognized a need for disruption in the spirits industry, the company knew it had the opportunity to not only develop a game-changing product, but to orchestrate a cultural phenomenon. Enter Whipshots – a vodka-infused whipped cream developed in partnership with global artist and icon, Cardi B, that adds a playful shot of sophistication to any drink, dessert, or party. Shelf stable, non-dairy, and containing 10% Alc./Vol, Whipshots burst onto the market in December 2021 introducing a first-of-its-kind product that wholly reimagined the drinking experience. From shots to cocktails to desserts and more, the boozy whipped cream offered consumers a creative form of consumption that influenced a shift in social behavior driven by one of the most culturally significant artists in the world. Through a social-first launch strategy that leveraged influencer, PR, multimedia, and experiential marketing to drive excitement and create awareness, Whipshots was met with unprecedented demand during its first month of availability. Taking a page from sneaker culture, the company implemented a ‘Whip Drop’, releasing 500 cans per day throughout the month of December. The product sold out in seconds, every single day throughout the month. Consumers scrambled to get their own party, and in the process, ignited a cultural frenzy. Combining the innovative technology of Starco Brands with the global influence of Cardi B and a multifaceted communications strategy, Whipshots successfully took the internet by storm. With Whipshots, two disruptors joined forces with a game-changing product that continues to influence behavior and defy industry standards.
Entry image
Entry video
Entry credits
- David Dreyer, Chief Marketing Officer, Starco Brands
show more
show less
6
Best Technology-led Innovation of the Year
Nominated
Company
Tripadvisor
Summary
Throughout the pandemic, the travel industry struggled in a myriad of ways and Tripadvisor witnessed the challenges destination marketing organizations (DMOs) faced to keep their destinations and attractions top of mind at a time when consumers weren’t able to physically visit. With Tripadvisor’s goal of getting more travelers to consider new destinations and plan for future travel, it was important to inspire and engage consumers to help rebuild confidence in travel.
Enter: Alexa Skill. Tripadvisor created an audio-immersive experience where Alexa customers can explore all that destinations have to offer while in the comfort of their home. This first-of-its-kind experience was a perfect fit for Tripadvisor campaigns with Visit Orlando and Abu Dhabi because it gave future travelers a new and innovative way to learn about these destinations and virtually explore them.
For example, Alexa customers can simply say “Alexa, explore Abu Dhabi” and be taken on an immersive voice tour of the destination where users can choose their own adventure to explore Abu Dhabi. And by simply saying “Alexa, launch Visit Orlando,” users are guided through an immersive experience where they can explore the destination’s many restaurants, hotels and must-see attractions, using only their voice. Tripadvisor reviews and rating are seamlessly integrated through the content, lending Tripadvisor’s trust and community to the consumer’s journey.
The activation was promoted across Tripadvisor (on and offsite) as well as across Alexa Skill, leveraging Tripadvisor's first-party audience segments to reach a qualified and engaged consumer for Visit Orlando and Abu Dhabi.
Entry image
Entry video
Entry credits
- Adam Ochman, Head of Marketing Solutions, Tripadvisor
- Allison Fallon, Senior Manager, Marketing Solutions, Tripadvisor
- Greg Baird, Global Product Strategy, Tripadvisor
- Cara Sweeney, Strategist, Marketing Solutions, Tripadvisor
show more
show less
Nominated
Company
Spark Foundry
Client
Jack Daniels - Brown Forman
Summary
Jack Daniel’s – the man, the myth, the legacy brand in serious need of reappraisal. Spark Foundry identified that the Jack Daniel’s target audience’s choices are governed by algorithms. To drive reappraisal and sales over the hotly contested run up to Christmas, Spark Foundry and Jack Daniel’s hacked the standard approach to media planning and buying across TV, social and commerce. We saw massive uplifts in consideration and sales YoY as a result of Jack Hacks.
Entry image
Entry credits
- Paige Tilly, Account Director, Spark Foundry
- Kirsty Graham, Business Director, Spark Foundry
- Joe Wood, Strategy Business Director, Spark Foundry
- Kay Hylton, Account Manager , Spark Foundry
- Dominic Jay, Account Manager, Spark Foundry
- Ross Ashby, Account Director, Spark Foundry
show more
show less
Award
Company
Arcadia
Client
Pampers
Summary
In partnership with Snap, every Pampers box was transformed into a magical Storybook using augmented reality. Parents held their phone’s camera in front of the box and Snapchat's innovative image-recognition technology did the rest.
By scanning Pampers’ logo or visiting their Public Profile on Snapchat, parents can unlock a collection of children’s classics like Twinkle, Twinkle Little Star and Peter Rabbit, bringing books directly into the home. They also celebrated important cultural moments and contemporary topics like Pride month with “The ABC’s of Pride.” and The Flight of Bessie for Juneteenth and Black History Month.
Entry image
Entry video
Entry credits
- Marty Vandertelt , Senior Vice President, P&G Baby Care
- Mark Christenson , Vice President, P&G Baby Care
- David Warner , Senior Director of Media , P&G Baby Care
- Alex Chun , Media Manager , P&G Baby Care
- Alex Ivanov, Lens Production Manager, Arcadia
- Ekaterina Simbereva, Lens Production Manager, Arcadia
- Adam Varga , Concept Designers, Arcadia
- Hanna Postova , Concept Designers, Arcadia
- Tetiana Havryshchuk, Concept Designers, Arcadia
- Tymofii Semeniuk, 3D artist, Arcadia
- Olha Rabtsevych , 3D artist, Arcadia
- Yevhen Haikovskyi, 3D artist, Arcadia
- Yevhen Pustomelnyk , 3D artist, Arcadia
- Olha Olefirenko , 3D artist, Arcadia
- Daria Skrypnyk , 3D artist, Arcadia
- Olha Rabtsevych , 3D artist, Arcadia
- Vernon Manlapaz, 3D artist, Arcadia
- Oleksandr Yurchak, VFX-artist, Arcadia
- Vadzim Strynhalovich, VFX-artist, Arcadia
- Dmitry Nesterenko, VFX-artist, Arcadia
- Max Zabolotnyi , VFX-artist, Arcadia
- Oleg Fedenko, Studio Designers, Arcadia
- Lina Slipenchuk , Studio Designers, Arcadia
- Oleksii Sylakov , Creative Engineers, Arcadia
- Kostiantyn Moldovan, Creative Engineers, Arcadia
- Nadiia Veliksar, QA, Arcadia
- Igor Lipov , QA, Arcadia
- Alisen Jackson, Lens Creator, Pride
- Veronica Flint , Lens Creator, Besse
- Brielle Garcia, Lens Creator, USH
show more
show less
Nominated
Company
Spark Foundry
Client
George at Asda
Summary
Every media textbook written in the last 30 years will tell you the same thing - that to win SOV you need the highest spend. We decided that it was high time we used data to rewrite the book on SOV.
By rethinking the way we buy TV and using some smart data and tech, we were able to match George shopper CRM data to TV viewing habits. That one small change was enough to move up to 1st place SOV despite being 3rd in spend. Couple that with creative that was developed using insight from our CRM and it’s no small wonder why George was able to drive twice as many sales per TVRs as their 2019 campaign and rewrite all of the rules when it comes to SOV.
Entry image
Entry credits
- William McMahon, Head of Ad Tech, Spark Foundry
show more
show less
Highly Commended
Company
Tin Man
Client
Virgin Media
Summary
Q: What do you get if you cross Virgin Media’s brand purpose of ‘facilitating human connections’ with hologram technology and pizza during a pandemic?
A: The Two Hearts Pizzeria of course. A dining experience connecting loved ones who hadn’t seen each other for months, to share a virtual pizza whilst sitting at opposite ends of the country. Delivered through hologram technology and powered by Virgin Media’s superfast broadband.
75 pieces of coverage and 1.2million views of the branded content later - 48% who had seen the campaign content said they’d recommend Virgin Media and 24% of non-customers said they’d switch. That’s a superfast result in our opinion.
Entry image
Entry video
show more
show less
Nominated
Company
Round Marketing
Client
Columbia Records
Summary
TikTok has revolutionised the music industry; from discovery, to marketing, to long-term monetisation, it’s become a dominant factor in the lifecycle of a song. At Round, we created a music marketing tool that addresses these new challenges. Trnds.xyz was designed to help tackle the challenges in discovering new artists, creating trends and tracking vast label catalogues on TikTok, and it has already proven to be invaluable for our clients in the music industry.
Entry image
Entry credits
- Simon Friend, Agency Lead, Round Marketing ltd
- Aaron Sayer, Founder, Round Marketing
show more
show less
6
Brand Development or Extension of the Year
Nominated
Company
PREMIER
Client
Heart of London Business Alliance
Summary
It is no secret that the hospitality, retail, and leisure sector were hit HARD by Covid-19… and nowhere was this impact felt more acutely than London’s once thriving West-End. Heart of London Business Alliance, the non-profit membership organisation responsible for marketing the district, started 2021 with a serious challenge… How to bring visitors and life back to the deserted streets of what was once one of the world’s top tourist destinations?
To achieve this, Premier created ART OF LONDON. A season of free, socially distanced public art and culture events which through summer 2021 transformed the West-End into an interactive gallery without walls. Headline grabbing activations included the UK’s biggest ever public art commission, a world-first augmented reality gallery, artist takeovers on the iconic Piccadilly Lights, A-list celebrity designed charity statue trails, and the creation of new collaborative partnerships which for the first time brought together the UK’s biggest art institutions including the National Gallery, the Royal Academy of Arts and The National Portrait Gallery. The project smashed all footfall, engagement, coverage and commercial KPIs in its inaugural year, becoming a key pillar in the capital’s Covid recovery strategy whilst re-establishing central London’s place as the world’s leading destination for cultural experiences.
Entry image
Entry video
Entry credits
- Lawrence Francis, Director of Strategy, PREMIER
- Leigh Debbage, Creative director, PREMIER
show more
show less
Nominated
Company
Penguin Random House
Summary
There are infinite ways to be Black.
This message exists at the heart of All Ways Black, a platform Penguin Random House launched in 2021 to authentically showcase and celebrate the many facets of the Black experience and carve out a unique space for our Black authors, books, and readers. In doing so, we hoped to spark a conversation that transcended publishing to invite new audiences into books.
Entry image
Entry video
Entry credits
- Cree Myles, Curator, All Ways Black
- Anthony Key, Multicultural Marketing Director, Penguin Random House
- Sanyu Dillon, CMO, Penguin Random House
- Adam Royce, Creative Director, Penguin Random House
- Carly Gorga, Brand Director, Penguin Random House
show more
show less
Nominated
Company
TMW Unlimited
Client
Freesat
Summary
In the super-competitive world of TV entertainment providers, Freesat had a perception problem.
Their brand proposition was rooted in value, inadvertently created an association with ‘cheap’ and being perceived as a downgrade.
Logically, Freesat’s subscription-free proposition should have been a match-made in TV heaven with their target audience, Sky customers, but it wasn’t landing.
Instead, they lacked credibility which left Freesat at a crossroads: maximise their appeal with Sky customers or miss out on untapped profit potential.
To change the conversation, we developed the ‘Live Life Free’ brand strategy to empower audiences with the ‘freedom’ to enjoy what they love most − TV entertainment.
This struck a chord with our disenchanted Sky customers as it awakened them to a new reality where they could access amazing content and same box technology – all without a subscription.
To bring the platform to life, we enrolled our cute crustacean duo Ossi and Pod, two crabs taking consumers into a world of free entertainment.
From an initial 30 second TVC, our clawsome double act scuttled into social skits, doordrops, the webstore, happily tackling all the Sky TV customer pain points big claw first.
In just three months, Live Life Free caught loyal Sky customers hook, line and sinker, making them TWICE as likely to choose Freesat.
We had successfully broadened the appeal of the brand and were shaking-off Freesat’s value-based identity to help super-charge sales, one crab pun at a time.
Not bad for Ossi and Pod’s first adventure.
Entry image
Entry video
Entry credits
- Martin Allen, Creative Director, Coffee & TV
- Andre Santos , Director of Marketing , Freesat
- Katherine Jones, Consumer Marketing Manager, Freesat
- Josh George, Character Modelling, Coffee & TV
- Jonny Grew, Character Animation, Coffee & TV
- Nick John, 2D Lead, Coffee & TV
- Lloyd Francis, Creative Director, TMW Unlimited
- Tom Rees Kaye, Senior Editor, TMW Unlimited
- Millie Graham-Campbell, Head of Production, TMW Unlimited
- Luke Bosshard, Motion Designer, TMW Unlimited
- Lucy Burt, Senior Account Director, TMW Unlimited
- Karen Morris, Client Services Director, TMW Unlimited
- Claire Wilson, Senior Account Director, TMW Unlimited
- Becky Yates, Senior Account Manager, TMW Unlimited
- Maddy Walker, Account Manager, TMW Unlimited
- Dan Bowers, Chief Strategy Officer, TMW Unlimited
- Paul Dazeley, Strategy Director , TMW Unlimited
- Joel Girling, Planner, TMW Unlimited
- Tom Harman, Creative Director, TMW Unlimited
- Stuart Woodall, Associate Creative Director, TMW Unlimited
- Neil Matthews, Assoicate Creative Director, TMW Unlimited
show more
show less
Highly Commended
Company
The Gate NY
Client
National Grid
Summary
National Grid has faced many challenges related to its reputation and external storytelling. Past communication efforts were delivered piecemeal, focused on bill payments and outages. No one knew what National Grid stood for or why they mattered.
We reestablished and bolstered National Grid’s U.S. reputation through a brand campaign that tells the story about the company.
All energy companies have a responsibility to provide gas and electricity to their customers. But very few take those responsibilities to heart like the people at National Grid. They don’t only show up. They step up. Under the worst conditions. So in our Responsibility Calls campaign, we celebrate them and all they do for us.
Our anthemic campaign branded National Grid as the company that does for the community today and what they will do for future generations. It puts a stake in the ground to define why National Grid shows up every day for its customers – when responsibility calls, National Grid answers.
Entry image
Entry video
Entry credits
- David Bernstein, Chief Creative Officer / Copywriter, The Gate NY
- Elinor Beltrone, Art Director, The Gate NY
- Scott Barbey, Art Director, The Gate NY
show more
show less
Award
Company
Sky
Summary
In 2021, after several years of development, Sky launched Sky Glass, a disruptive new technology product that will go on to have a profound impact on the home viewing experience. Sky Glass, the streaming TV from Sky, is a television set that combines all of the technology required for a customer to enjoy their favourite content platforms - Sky, Netflix, Disney+ etc - in one, easy to use, ultra HD device. Subscribers will no longer require external satellite dishes to receive Sky, they will no longer need external audio equipment to enjoy full cinema quality surround sound and they will be able to enjoy all their favourite content from their favourite platforms through one, simple subscription package. To launch Sky Glass, Sky developed an equally innovative, fully integrated, digital-first marketing campaign covering influencer outreach connected directly to social selling, world-first OOH and digital OOH activations, media partnerships, PR, radio and everything in between. The Sky Glass launch was the largest product launch ever executed in the UK.
Entry image
Entry video
Entry credits
- Sunny Bhurji, Marketing Director, Sky
- Steff Grimer, Head of Marketing, Sky
- Laura Pinnell, Marketing Lead, Sky
- Steph Douglass, Marketing Lead, Sky
- Sarah Banham, Senior Marketing Manager, Sky
- Tom Oriel, Marketing Manager, Sky
- Adam Stopher, Marketing Manager, Sky
- Bhavina Dabasia, Marketing Manager, Sky
- Grave Evangelos, Marketing Manager, Sky
- Rachel Austin, Digital MArketing Executive, Sky
show more
show less
Nominated
Company
United Esports
Client
Biore
Summary
Over the last few years, influencer marketing has seen unprecedented growth and has since taken the digital marketing world by storm, and there is no denying its effectiveness. With the capacity to drive followers in the direction of a brand's product, Bioré knew the logical next step was to enter the fray with some of the most recognizable names in the space. Ready to meet Gen Z where they are, Bioré turned to United Esports to raise awareness of their iconic Pore Strips product with gaming audiences. With countless online skincare communities flocking to Twitch to share tips, regimes, and product reviews, United Esports knew it was the perfect platform for Bioré to find new fans.
With the expert guidance from United Esports, not only was Bioré able to extend its brand into the esports and gaming space, but they also made an opportunity to create visibility for a notoriously under-tapped market - women in gaming.
In a thoughtful departure from male-centric esports campaigns, United Esports helped Bioré enter the gaming space with a splash. Featuring fun, authentic, and female-focused creative that organically overperformed and far exceeded KPIs, Bioré was able to create a strong foundation for continuing to build its brand presence within the gaming space.
Entry image
Entry video
Entry credits
- Felix LaHaye, Founder & CEO , United Esports
- Justin Woychowski, Chief Creative Officer, United Esports
- Hobbs Christopher, Account Manager, United Esports
- Erin Hall, Brand Manager, Bioré Skincare at Kao Corporation
- Andrea Grunow, Senior Brand Manager, Digital Communications, Bioré US
show more
show less
9
Digital
Nominated
Company
M&C Saatchi Sport & Entertainment
Client
Heineken
Summary
When Heineken transferred its UEFA Europa League (UEL) sponsorship from Amstel to Heineken 0.0, making it the largest ever single sponsorship deal involving a non-alcoholic beer brand, it needed a campaign to celebrate this and grow awareness of its Heineken 0.0 product.
So in 2021, Heineken gave fans the chance to win amazing prizes whenever the result was 0-0…because whilst 0-0 results are boring, they’re not with Heineken 0.0.
The digital competition, “If Nobody Scores… You Win!”, made it as easy as possible for fans to win prizes thanks to Heineken, even if their team didn’t. From VIP tickets to the UEL Final, to Heineken Blades, to Beerwulf vouchers, the competition garnered 35,000 entries with a total of 21 million impressions across all digital assets, proving that even a 0-0 result could be rewarding with Heineken.
Entry image
Entry credits
- Ross Watson, Director, M&C Saatchi Sport & Entertainment
show more
show less
Nominated
Company
Merkle
Client
Albertsons
Summary
When Albertsons Companies’ (Cos.) pharmacies were approved to administer COVID-19 vaccines, they needed a nimble digital strategy to drive awareness and make their stores top-of-mind for customers considering vaccinations.
Albertsons partnered with Merkle to quickly build a media plan that raised awareness ahead of the vaccine rollout. As customers became eligible and vaccines became available, Albertsons could easily localize messaging to communicate relevant vaccine offerings. They achieved this through a channel mix including search engine marketing (SEM), programmatic display powered with dynamic creative optimization (DCO) and a virtual chatbot in-ad, and a direct partnership with Nextdoor. Consumers saw media that communicated their local store’s offering, informed them of impending vaccine availability, and led them to make appointments and visit the store for their vaccine. Post-launch, the team used extensive testing to optimize creative, copy, call-to-action, localized messaging, and ad frequency for their audience.
The campaign was very successful. January to April 2021 saw month over month improvements in click-through rate, with April CTR more than three times the DV360 benchmark. Albertsons Cos.’ Q1 2021 store visits from digital campaigns doubled compared to Q4 2020.
The Google Chatbot drove a 123% lift in ad helpfulness for Safeway (one of Albertsons Cos.’ flagship banners) and a 75% lift in ad helpfulness for Albertsons Cos. stores. Separately, the Nextdoor partnership gave thousands of customers the ability to locate a store, determine vaccine availability, and understand their eligibility to ensure that customers had the information they needed at their fingertips and chose Albertsons.
Entry image
Entry credits
- Lesli Vermilyea, Director of Health & Wellness Marketing, Albertsons Companies
- Carina Ost, Marketing Strategy Director, Albertsons Companies
- Nicole Carothers, Associate Director Performance Media, Merkle
- Nick Grimes, Specialist Performance Media, Merkle
- Jared DeSisto, Director Performance Media, Merkle
- Nate Kain, Senior Manager Performance Media, Merkle
- Mar Ferguson, Specialist Performance Media, Merkle
- Don Sklenka, VP Creative Strategy, Merkle
- Elizabeth Finch, Director Creative Strategy, Merkle
- Katie Sekera, Senior Creative Director, Merkle
- Tim Lobello, Associate Creative Director, Merkle
- David Cenko, Associate Creative Director, Merkle
- Addy Duval, Manager Media Platform and Operations, Merkle
show more
show less
Nominated
Company
Taylor Herring
Client
Iceland
Summary
How do you get people excited about cheese? This was the million-dollar question we faced when briefed to make noise around Iceland’s new exclusive range of Cathedral City cheddar and wider Chilled cheese offering. The selection of dairy treats was a tasty proposition, no doubt, but hardly headline-grabbing news even for the most passionate cheese lover. Needless to say, we had a tough challenge on our hands. This tells the story of how we propelled Iceland’s cheeses into the news through the ultimate decadent experience, eating cheese in the bath. Armed with research showing how Brits enjoy cheesy snacks at bath time, we persuaded Iceland to create a one-of-a-kind product for fanatical fans of the fromage: a cheese board bath rack. With help from Love Island star and cheese aficionado Priya Gopaldas, our weird and wonderful bath time accessory captured the imagination of the cheese-eating British public, resulting in extensive print and broadcast press coverage, a top ten Twitter trend, considerable unpaid influencer take up, as well as a total earned media reach of 18.5 million. Perhaps more importantly, we demonstrated that a low-involvement supermarket cheese can not only be newsworthy, but reframed as the ultimate domestic indulgence.
Entry image
Entry credits
- Sam Corry , Director , Taylor Herring
- James Herring , CEO , Taylor Herring
- Meral Taze, Account Manager , Taylor Herring
show more
show less
Highly Commended
Company
SCS
Client
John Deere
Summary
As the largest agricultural brand in the world, how do you connect with the next generation?
John Deere puts their focus on youth education. Their goal: to increase the number of students interested in careers in agriculture. But how do you do this with Generation Alpha? SCS introduced John Deere to where kids play... in the metaverse!
We launched FarmCraft with Blockworks, a playable John Deere Minecraft farming experience. We let kids experience, interact, and play with John Deere tractors. Build a garage with their framing equipment; meet the mechanic and get the keys to their tractor; drive their tractor to the field to meet a farmer; learn about tilling and how to attach a tiller; learn the role of machines in farming; monitor their crops with a drone; and interact in a John Deere greenhouse.
The result...
Kids flocked to the experience. Over 5 million downloads. Over 18,000 star ratings with 80% 4-5 stars. Millions of playable brand engagement minutes. $0 paid media promotion. 100% earned engagement.
"Our team sees FarmCraft as a fun way to introduce the industry to a whole new generation of young people." - Global Manager Brand Licensing, John Deere
Available now in the Minecraft Marketplace.
Entry image
Entry credits
- Jeff Roach, Chief Strategy Officer, SCS
- John Zegowitz, Chief Creative Officer, SCS
- Aaron Gaspar, Brand Solutions Director, SCS
- James Delaney, Managing Director, Blockworks
- Anthony Licon, Chief Digital Officer, SCS
Entry video
show more
show less
Nominated
Company
Transmission
Client
Software AG
Summary
A brand campaign that drives real pipeline opportunities is an unheard-of phenomenon in B2B marketing. But this what Software AG and their agency achieved with their “Seamless is More” campaign in 2021.
All it took was strategy that unearthed a simple truth, creative that captured our audience’s imagination, and a data lead activation and media strategy that brought it all together.
We noticed that Software AG’s various offerings had one thing in common: they all helped companies seamlessly connect—both internally and with their partners and customers. The tagline “Seamless is More” combined with striking imagery of seamless connections brought the campaign to life.
The campaign used an integrated 1:Many Account Based Marketing motion that connected brand through to demand, providing a seamless customer experience designed to give us multiple touch points and engagements across the funnel so we’d have many levers for optimization and reporting.
This campaign focused on the 510 most important accounts to Software AG. These accounts were all large accounts (>$500m), shown to be a good fit based on firmographics, weren’t current customers and were showing high intent for Software AGs products and services. By creating an account list like this, we were able to limit wastage, and messaging and creative could be crafted to ensure a good fit with pain points experienced by these organizations.
This campaign drove awareness, while also achieving 490 actively engaged accounts, $13.9m entering pipeline, 95% account penetration, over 23 million impressions, and over 5,000 leads.
Entry image
Entry credits
- Tim Casey, VP, Client Services, Transmission
- Paul Wegener, Account Director, Transmission
- India Bluett, Account Exec, Transmission
- Scott Thibodeaux, VP, Creative Director, Transmission
- Steven Anacker, Creative Director, Transmission
- Sonya Desai, Strategy Director, Transmission
- Max Massengill, VP, Activation, Transmission
- Collin Smith, Digital Manager, Transmission
- Nick Kidd, Art Director, Transmission
- Ashley Glinkman, Social Manager, Transmission
- Laura Talley, VP Marketing, Americas, Software AG
- Bill Carney, VP, Growth Marketing, Software AG
- Dawn Colossi, CMO, Software AG
Entry video
show more
show less
Nominated
Company
Socium Media
Client
D2C Fashion/Swimwear Brand
Summary
After receiving four wedding invitations in one week, Socium team member Nina Dans felt like something was out of the ordinary. She began digging through trend data and discovered that because of the wedding cancellations that the COVID-19 pandemic caused, 2022-2023 was set to be the most wedding-heavy year in decades.
With this in mind, Socium team members Nina Dans and Ashley Grieco developed and executed a comprehensive campaign that targeted honeymoon, bachelorette, and bridal variations for their client, a well-known D2C fashion/swimwear brand.
Entry image
Entry credits
- Nina Dans, Manager, Paid Media, Socium Media
- Ashley Grieco, Strategist, Paid Media, Socium Media
- Allie Salvatore, Manager, Shopping & Feed Management, Socium Media
show more
show less
Nominated
Company
Chelsea Football Club
Summary
With hundreds of millions of fans around the world and a stadium capacity of 42,000 -the creation of a new stand was needed. The 5th Stand -the official Chelsea FC app was created as a digital destination for fans around the world outside of the four stands at Stamford Bridge. The app was launched with 3 guiding principles, Belonging, Recognition and Community. Belonging allowed fans to feel closer to the club, the players with behind the scenes access, live match updates, all the latest videos on demand and to receive breaking news before anyone else. The notion of Recognition was centred around rewarding fans for their loyalty to the app -creating enhanced, customizable user profiles, Play Predictor and Digital Collectibles rewarded the most loyal and engaged fans. Community features included the first live Match Chat created in Premier League History, Hot Topics and Post-Match fan reaction in Fan Chat as well as access to the largest community of supporters clubs in the world.The 5th Stand has surpassed all targets and expectations since launch and celebrated its 10 millionth download in December 2021. 2022 promises to be an exciting year as we celebrate our continued digital evolution as well as 30 years of Chelsea Women and the 10th anniversary of our first Champions League triumph.
Entry image
show more
show less
Award
Company
Tin Man
Client
Unilever
Summary
Who knew washing your clothes, shining the sink and cleaning the loo could ever be worth sharing with others?
Well, the likes of Mrs Hinch and a merry band of online “clean-fluencers” have changed the way the world views cleaning forever. Whilst this was a great opportunity for Unilever, we had to create stand out for its range of homecare brands in this suddenly super competitive market.
How did we do it? By leveraging the trend for sharing our cleaning habits online but going one better and creating a new online community that goes beyond plugging product.
The Clean Edit is a space for like-minded individuals who care about keeping their home - and the planet - clean. Launched on Instagram, The Clean Edit was underpinned with an influencer network and has amassed over 29,000 followers since its launch in February.
We’ve partnered with over 70 influencers to create engaging content which has delivered over 5,000 swipe ups and 6.5m impressions.
In fact, as a result of our ongoing work on The Clean Edit, consumers were three times more likely (CONFIDENTIAL) to purchase Unilever products.
Entry image
show more
show less
Highly Commended
Company
Tin Man
Client
Indeed
Summary
In the midst of a world-wide pandemic that sent the jobs market into disarray, global job site Indeed wanted to find a way to connect with a new audience – young adults aged 18-34 who, having been hit hardest by COVID job losses, perceived the brand as cold, functional, and outdated.
With Indeed’s CV lacking relevance for this audience, Tin Man devised a digital, earned-first campaign to catapult Indeed into the hearts and minds of young adults. Using the medium of spoken word poetry to tell real tales of job triumph and inspire those still looking for work, the Little Book of Big Triumphs delivered:
• 173 pieces of coverage in three days
• 42% increase in consideration
• 33% felt inspired by the campaign
• 10,000+ positive TikTok engagements
Entry image
Entry video
show more
show less
9
Best Brand Experience or Event
Nominated
Company
Ally & MKTG
Client
Ally
Summary
A sponsorship success story for the Carolinas: Ally and Charlotte FC came together to create one of the most innovative, high-profile and buzzworthy kit reveal events in Major League Soccer history.
This multi-week 360° activation campaign featured dynamic experiential, out-of-home, social and guerilla marketing tactics that resulted in unprecedented brand growth, impact and exposure throughout Ally's hometown market. As our tagline says, this is how you "do it right" when it comes to leveraging the power of brand experiences and live events.
Entry image
Entry video
Entry credits
- Stephanie Marciano, Head of Sports & Entertainment Sponsorships, Ally
- Matt Sych, Sr. Director, MKTG
show more
show less
Nominated
Company
We Are Collider
Client
Riot Games
Summary
Riot Games were launching an animated series Arcane on Netflix, based on popular PC game League of Legends. We were asked to conceive and produce a massive cultural moment through a global experiential campaign that represented a love letter to the fans, driving buzz and viewership.
We went deep to understand the community, developed a narrative that was authentic to the series and created a global movement that the community could engage with.
Kicking off with a takeover of the world’s tallest building (Burj Khalifa, Dubai), we produced a 3-minute film as a campaign teaser. Footage was posted on the League of Legends YouTube channel.
A series of experiences were curated in retail spaces in six cities (Paris, London, Madrid, Istanbul, Singapore and Los Angeles) – ‘Hextech Expo’ stores teased gamers with the prospect of a showcase to demonstrate in-game technology using AR and interactive windows. Prior to opening, stores were ‘destroyed’ and Hex technology stolen by the series’ main protagonist Jinx using destruction methods that aligned with the series story arc and episode drops. Stills and video content was amplified on social channels for fans to find clues to identify the culprit, next attack and episode content.
Toolkits were produced to support local market activations, social, OOH, print and video. Social content achieved 144.3 million fan engagements and Arcane was viewed 34 million times in the first 6 days, reaching No. 1 on the Netflix charts in 52 countries.
Entry image
Entry video
Entry credits
- Natasha Blevins, Creative Director, We Are Collider
- Ian Coles, Design Director, We Are Collider
show more
show less
Nominated
Company
Tin Man
Client
Virgin Media
Summary
Two sold out venues, two world famous DJs, one back-to-back set played across 400 miles, celebrities, media and influencers dancing the night away and thousands connected through superfast broadband and a shared love of music... welcome to Virgin Media’s Club Rewind.
A unique, tech-powered experience designed to bring Virgin Media’s brand purpose of ‘facilitating human connections’ to life. Harnessing its super-fast Gig1 broadband and the nostalgia of noughties Ibiza, we brought music lovers together from all over the UK at the world’s first inter-connected club night.
The campaign delivered over 170 media articles, 5 million content impressions and increased likelihood of recommendation by 36%.
Entry image
Entry video
show more
show less
Highly Commended
Company
Known
Client
Inspiration4
Summary
In November 2020, Shift4, an integrated payments and commerce company, approached our agency with an important mission. Their CEO, Jared Isaacman, had secured four seats on board SpaceX’s Dragon spacecraft, which took flight in September 2021. Named Inspiration4, the mission would be the first all-civilian flight into orbit. Parallel to this commercial mission, Inspiration4 partnered with St.Jude Children’s Research Hospital to raise $200MM to help end childhood cancer. By pairing Inspiration4 with St. Jude in an unprecedented fundraising effort, we sent a message that this campaign had a clear purpose: If we can send people into space, we can solve some of earth’s most persistent problems. Using a nontraditional, all-in approach, Inspiration4 successfully brought the possibility of civilian space flight into the public consciousness by marrying storytelling, traditional advertising, and PR with a worthy philanthropic cause. It was a visionary message for all to reimagine what is possible, regardless of their background and because of their stories.
Entry image
Entry video
Entry credits
- Mark Feldstein, President, Studio, Known
- Brad Roth, President, Studio, Known
- Ross Martin, President, Known
- Jody Friedericks, SVP, Brand Creative, Known
- Ben Whitla, VP, Client Experience, Known
- Matt LeBoeuf, VP, Consumer Brands, Known
- Jared Christensen, SVP, Live Action Production, Known
- Mike Dobbs, Director, Consumer Brands, Known
- Ken Slater, Creative Director / Art Director, Known
- Rich Ford, Creative Director / Copywriter, Known
- Brooke Hovey, Chief Growth Officer, BCW Global
- Callie Jernigan, Executive Vice President, Market Leader, Texas, BCW Global
- Brian Bianco, Senior Vice President, BCW Global
- Nate Hirshberg, VP, Marketing, Shift4
- Sarah Grover, CMO , Inspiration4
- Emily Shanklin Sr, Director, Marketing & Communications, SpaceX
- James Gleeson, Director, Communications, SpaceX
- Kelly Quinn, Sr. Digital Communications Manager, SpaceX
- Kara Joe, Executive Assistant for Marketing and Customer Operations, SpaceX
show more
show less
Award
Company
BRC Imagination Arts
Client
Diageo
Summary
Set within a landmark transformed, offering eight floors filled with breath-taking bars, event spaces, and views across the capital and castle, Johnnie Walker Princes Street already had the perfect ingredients to stand alone as of Scotland’s finest attractions. But add into the mix a laser focus on creating story-rich, transformative guest experiences, and you have a destination unlike any other in Scotland.
There are experiences that are visual, immersive, and involve storytelling, and there is the rare opportunity to taste whisky directly from the barrels in a live maturation warehouse or examine historical documents from 1820 at the side of the Johnnie Walker archivist. The main experience, the Johnnie Walker Journey of Flavour tour, is brought to life by exceptional guides, using technology and performance arts. What’s more, every guest on that tour is served whisky drinks tailored for their personal tastes, thanks to Diageo’s innovative FlavorPrint™ technology.
The Covid-19 pandemic posed considerable challenges but in the face of them, Johnnie Walker’s Striding Man marched on. After marking 2020 as the brand’s bicentennial, the flagship Johnnie Walker Princes Street welcomed consumers to come walk with it in Summer 2021. It not only stands as one of the best new attractions in a city renowned for its hospitality and visitor experiences, but also sets a new standard in how guests are welcomed and completely immersed in a world of flavour, storytelling, and excitement.
Entry image
Entry video
Entry credits
- Christian Lachel, Chief Creative Officer, BRC Imagination Arts
- Donna Davidson, Executive Project Director, BRC Imagination Arts
- Carmel Lewis, Executive Producer, BRC Imagination Arts
- Jeremy Lindley, Global Design Director, Diageo
- Anya Haarhoff, Global Luxury and Retail Director, Diageo
- Cristina Diezhandino, Chief Marketing Officer, Diageo
- Greg Klingaman, Global Retail Director, Diageo
- Ewan Andrew, President Supply & Procurement and Chief Sustainability Officer, Diageo
- John Williams, Global Head of Scotch Brands, Diageo
- Tatiana Makhankova, Head of Retail Design and Expansion, Diageo
- Barbara Smith, Managing Director, Scotland Brand Homes, Diageo
- Jim Beveridge, Johnnie Walker Master Blender, Diageo
- Emma Walker, Johnnie Walker Master Blender & Lead Technical Specialist, Diageo
- Christine McCafferty, Archive Manager, Diageo
show more
show less
Nominated
Company
Creative Riff
Client
FX
Summary
To market FX originals and generate awareness about FX’s library of content now streaming on Hulu, Creative Riff and FX created the multi-city campaign SOUND FX to bring viewers into FX content and experience it in a way they never had before: through sound.
SOUND FX deconstructed FX content into sound (sound design, soundtracks, foley sound effects), then reconstructed the sounds into bespoke composed soundscapes experienced within immersive and interactive sculptural art. The experience highlighted and celebrated sound – the often overlooked but incredibly impactful sense that drives viewers’ emotions while watching television.
Working with some of the best immersive and interactive artists in the country, SOUND FX brought three genres of FX content to life via three different sound sculptures: "Self Reflections" by SOFTlab representing Drama in Hudson Yards Public Square & Gardens, NYC, the world's first six sided comedy harp "Tempo" by Emilie Baltz representing Comedy in Congress Plaza Garden - South, Chicago, and "To The Flame" by Vita Motus representing Horror in Grand Park, Los Angeles.
Custom engineering created touch and motion responsive interactive sound triggers in Chicago and Los Angeles, and all markets featured composed soundscapes made from FX show soundtracks and the FX sound catalog. SOUND FX also allowed guests to dive deeper into the brand with an FX Identity Quiz on site for attendees to discover what kind of FX viewer they are, complete with personalized FX show recommendations available on Hulu and a curated Spotify playlist.
Entry image
Entry video
Entry credits
- Ryan Coan, CEO, Creative Riff
- Michele Di Paolo, COO, Creative Riff
- Lauren Christianson, Creative Director, Creative Riff
- Ina Kanaoki, Design Lead, Creative Riff
- Alexa Criscuolo, Executive Producer, Creative Riff
- Michael Junne, Account Director, Creative Riff
- Mike Diocson, VP, Production, Creative Riff
- Trayce Padilla, Producer, Creative Riff
- Stephanie Gibbons, President of Marketing, Digital Media Marketing, and On-Air Promotions, FX
- Sally Daws, Executive Vice President, Marketing & Digital Media, FX
- Kenya Hardaway, Senior Vice President, Integrated Promotions, FX
- Sara Mald, Vice President, Integrated Promotions, FX
- Michelle Perin, Director, Integrated Promotions, FX
- Amber Jex, Senior Manager, Integrated Promotions, FX
- Janet Tennyson, Manager, Integrated Promotions, FX
- Alvaro Morales, Marketing Coordinator, FX
show more
show less
Highly Commended
Company
Tin Man
Client
Virgin Media
Summary
Q: What do you get if you cross Virgin Media’s brand purpose of ‘facilitating human connections’ with hologram technology and pizza during a pandemic?
A: The Two Hearts Pizzeria of course. A dining experience connecting loved ones who hadn’t seen each other for months, to share a virtual pizza whilst sitting at opposite ends of the country. Delivered through hologram technology and powered by Virgin Media’s superfast broadband.
75 pieces of coverage and 1.2million views of the branded content later - 48% who had seen the campaign content said they’d recommend Virgin Media and 24% of non-customers said they’d switch. That’s a superfast result in our opinion.
Entry image
Entry video
show more
show less
Nominated
Company
Taylor Herring
Client
UKTV
Summary
Brits enjoy wistfully contemplating the good old days. In fact, more would prefer to travel back in time rather than to the future (55% versus 28%) if given the chance, according to a 2019 YouGov poll. This explains why British TV audiences still take huge delight in vintage comedy programmes, with one golden oldie trumping all others: Only Fools and Horses. For the 40th anniversary of this beloved sitcom - heralded as ‘the greatest British comedy of all time’ - we partnered with comedy channel Gold to transport audiences back to the era of Del Boy and Rodney Trotter by lovingly recreating the show’s iconic fictional pub, the Nags Head. The nostalgic, below-the-line activation would allow fans to step into an exact replica of the historic sitcom set where they could participate in an Only Fools and Horses pub quiz, meet former cast members and enjoy pints at 1980s prices (83p per pint!).
The results were nothing short of historic: securing over 140 media articles, including an incredible 13 nationals. Moreover, the campaign had a tangible impact on the bottom line – in a business where marginal gains are everything, the re-run series on Gold saw a whopping +7% MoM increase in viewership, with the show peaking on 7th September, following the opening of the Nags Head pub.
Our campaign captured the hearts of fans who were able to raise a glass and feel like a part of British cultural history. It was ‘lovely jubbly’, as Del Boy would say!
Entry image
Entry video
Entry credits
- Peter Mounstevens , CCO , Taylor Herring
- Claire Howes, Associate Director , Taylor Herring
- Francesca Holden , Senior Account Manager, Taylor Herring
show more
show less
Nominated
Company
Agit8 / The Park
Client
ASICS
Summary
Welcome to Upliftford – the town that moved to lift its mood. In a unique experiment, ASICS, proved that movement could lift the mood of an entire town.
And where better than the town shown by research to have the worst mood nationwide
We turned the sleepy town of Retford into ‘Upliftford’, transforming it into a movement-inspiring gym and measuring the impact on residents’ moods. We turned lampposts into goal posts, benches into bench-presses and bus stops into bus steps to inspire the town to move, resulting in a positive lift for the mood of the town and the ASICS brand.
Entry image
Entry video
Entry credits
- Gerry Human, , Agit8
- Gary Raucher, , ASICS
- Caroline Fisher, , ASICS
- Medhi Benmamar, , ASICS
- Lindsay Mandeville, , ASICS
show more
show less
6
Sponsorship
Nominated
Company
MKTG Sports and Entertainment
Client
DoorDash
Summary
The initial challenge presented was for MKTG to activate a key element of DoorDash's sponsorship of the National Rugby League's State of Origin (SOO) competition - the delivery of the beloved official game ball - in a show-stopping manner across all three SOO games. But, COVID had other plans and threw everything into disarray. The games were moved to other cities five times. MKTG cleverly suggested that the on-site activations continue, regardless of the challenges and the relocations, but that it be extended far beyond the stadium through an activation-led content series. The content series made DoorDash and the game ball, the hero. The team storyboarded the journey of the ball from stadium-to-stadium leveraging key DoorDash assets to ensure the ball arrived on time and in grand fashion…via land, air, and sea. Despite location changes - biplanes, helicopters, speedboats, marching bands, drum lines, classic cars, street teams, and scooters were engaged, and DoorDash delivered the precious game ball every time, on time.
MKTG was KPI'd against two distinct metrics: new customer growth and week-on-week order volume uplift. With uplift across both measures ranging from 40%-228%, this campaign was a resounding success and eclipsed all forecasted targets. Subsequently, there was a 228% uplift in orders attributed to promotion in the lead-up, game day, and the days following, and between a 42% to 68% increase in new customers with over 450,000 views (their highest ever) on DoorDash owned social channels. The global Chief Marketing Officer called the campaign one of the best.
Entry image
Entry video
Entry credits
- Stephanie Rudnick, GM, Experiences and Events, MKTG Sports and Entertainment
- Luisa Barbaro, Head of Production, MKTG Sports and Entertainment
- Rachael Farrington, Account Director, MKTG Sports and Entertainment
- Jess Williams, Account Manager, MKTG Sports and Entertainment
- Juliana Hollway, Marketing and Communications Manager, MKTG Sports and Entertainment
show more
show less
Nominated
Company
M&C Saatchi Sport & Entertainment
Client
Heineken
Summary
UEFA EURO 2020 presented Heineken with both an incredible challenge and an amazing opportunity.
Activating across not one but 12 host markets would be logistically and strategically difficult, but the chance to engage with the excitement of those 12 markets and put our brand at the heart of the first major sporting moment post-Covid was something we couldn’t miss.
Our overarching campaign - Enjoy the Rivalry – was activated in 69 markets, our sole and exclusive right to the Heineken Star of the Match Award provided a huge boost in awareness, and we increased perceptions of Heineken as a meaningful brand through our reactive responses to issues of homophobia and racism throughout the tournament.
After the final whistle blew on an outstanding tournament, we raised a glass to surpassing our objectives, becoming the #1 ranked EURO 2020 sponsor for engagements on UEFA’s channels, and the year’s #10 most marketable global brand.
Entry image
Entry credits
- Ross Watson, Director, M&C Saatchi Sport & Entertainment
show more
show less
Nominated
Company
The Walt Disney Company
Client
Hyundai USA
Summary
With the launch of the all-new 2022 Tucson, Hyundai recognized that the popular compact SUV would be competing in the most competitive auto
segment against well-known entries from Ford, Toyota, Nissan and Honda. Popular opinion would be to head for familiar terrain and order up a large ad
buy in the 2021 Super Bowl. Hyundai traded the clutter of the Super Bowl, however, in favor of something unprecedented...a cross-division campaign
across The Walt Disney Company.
The mandate was clear: to sell the benefits of the all-new 2022 Tucson against formidable competitors from Nissan and Toyota, we needed to create an
emotional connection with consumers — and :60 seconds in the Super Bowl was not going to suffice. Enter: Hyundai’s “Question Everything” campaign,
which even had our media/planning teams questioning long-standing traditions and beliefs.
In the end, we threw all the “best practices” out the window in order to transform the traditional media partnership. We splashed the all-new 2022 Tucson
across Disney (with a longer campaign window) in the content that consumers love, and did it in a way that was wholly original. The aspiration: entertain
while also informing audiences about every single benefit the Tucson touts.
Entry image
Entry video
Entry credits
- Jeffrey Weinstock, Vice President & Creative Director, Disney CreativeWorks
- Chris Powers, Executive Creative Director, Disney CreativeWorks
- Christiann Keeler, Senior Writer/Producer, Disney CreativeWorks
- Sara Motejl, Senior Manager, Disney CreativeWorks
- Jay Marrotte, Vice President & Creative Director, Disney CreativeWorks
- Ira Fritz, Associate Creative Director, Disney CreativeWorks
- Michael Prado, Senior Producer, Disney CreativeWorks
- Nicole Gartner, Senior Social Manager, Disney CreativeWorks
- Mindy Hamilton, SVP, Partnership Marketing, Marvel Studios Marketing Partnerships & Promotions
- Chris Lisciandro, VP Marketing Partnerships & Promotions, Marvel Studios Marketing Partnerships & Promotions
- Daniel Cruz, VP, Marketing Partnerships & Promotions, Marvel Studios Marketing Partnerships & Promotions
- Tina Goss, VP, Marketing Partnerships @ Promotions, Marvel Studios Marketing Partnerships & Promotions
- Andy Staub, Director, Creative, Marvel Studios Marketing Partnerships & Promotions
- Barney Goldberg, SVP, Executive Creative Director, INNOCEAN USA
- Ryan Scott, Group Creative Director, INNOCEAN USA
- Jeff Bossin, Group Creative Director, INNOCEAN USA
- Newt Cox, Senior Copywriter, INNOCEAN USA
- Berlin Burkhart, Art Director, INNOCEAN USA
- Brad Beerbohm, ACD, CW, INNOCEAN USA
- John Turcios, ACD, AD, INNOCEAN USA
- Sean Gilpin, SVP, Executive Managing Director, INNOCEAN USA
- Nicolette Spencer, SVP, Head of Content Production, INNOCEAN USA
- Cindy Scott, SVP, Strategy, INNOCEAN USA
- Jeff Johnson, SVP, Client Director, Strategy, Canvas Worldwide
- Jason Croddy, SVP, Client Director, Strategy, Canvas Worldwide
- Terra Fernandez, Director, Content Partnerships, Canvas Worldwide
- Connie Chiu, Director, Strategy, Canvas Worldwide
- Jose Munoz, President & CEO, Hyundai USA
- Angela Zepeda, Chief Marketing Officer, Hyundai USA
- Kate Fabian, Director of Marketing, Hyundai USA
- Monique Kumpis, Senior Manager, Marketing & Advertising, Hyundai USA
- Paul Meyers, Manager, Digital & Social Media Marketing, Hyundai USA
- Tyler Branning, Analyst, Digital & Social Media Marketing, Hyundai USA
show more
show less
Highly Commended
Company
Gleam Studios
Client
Philips
Summary
When Philips tasked us with raising awareness and driving sales of the Philips Air purification product line, we uncovered a powerful brand story that embodied the brand proposition of improving lives through meaningful innovation. The work Philips have done in setting up the Clean Air for Schools programme is testament to that people-first strategy and, in particular, their involvement with Russell Scott Primary School who have seen tangible results from getting behind the programme and having air purifiers in the classroom. Not only has air pollution been reduced inside the classroom, but the pupils are now so invested in tackling the problem that it gives hope for the future.
To share this compelling story, we created a video-led sponsorhip campaign and partnered with Sky Media to sponsor the brand-new Air Quality Report on Sky News, creating idents and editorial content all delivered by the pupils and teachers of Russell Scott Primary School. We utilised a range of digital amplification platforms and products within Sky Media’s data targeting capabilities and combined with native programmatic advertising to tactically deliver our videos.
Rather than deliver these hard-hitting facts from the brand or an academic, we took the initiative to create content featuring the children themselves, giving them a platform to discuss their fears around air pollution and the impact that it’s having on their health. This captured our audience’s attention in droves. Philips saw a huge over delivery in engagement metrics, a significant uplift in sales and positive growth of their market share.
Entry image
Entry video
Entry credits
- Max Garner, Head of Gleam Studioss, Dentsu
show more
show less
Nominated
Company
Starling Bank
Summary
Starling Bank is on a mission to change banking for good. We partner with people & businesses that share our values & believe in doing the right thing; one such person is environmentalist & YouTube creator Jack Harries. Together, we collaborated on a content series to elevate the voices of underrepresented young people at COP26. For the documentary series, Jack made a carbon neutral journey across the UK. Travelling from the Isles of Scilly to COP26 in Glasgow, he collected stories on how the climate crisis is affecting lives. We aired the stories, including interviews with Barack Obama, Jane Goodall & Starling CEO & Founder Anne Boden at COP26 & projected the heroes behind them onto the Glasgow Armadillo. Sir David Attenborough even presented this content to the delegates at the summit itself, giving the overlooked victims of climate change a seat at the biggest table of all. As part of our wider brand awareness campaign, we wanted to challenge & disrupt the media landscape, act with purpose & offer something genuinely different - ‘Seat at the Table’, the name of the series, was our way to do this. Many consumers expect brands to help them make ethical choices, another reason that ‘Seat At The Table’ was something Starling was proud to support. The campaign delivered 50m impressions & reached 12m unique users in the UK & at the same time Starling saw the highest number of personal current account applications in the month the series launched.
Entry image
Entry video
Entry credits
- Jack Harries, YouTube Creator, Jack Harries
- Luke Hyams, Head of YouTube Originals, YouTube
- Alexander Lee, YouTube Marketing, YouTube
- Persa Shadnia, Video and Display Sales Manager, Google
- Hannah Pennington, Content Sales Lead, Google
- Gemma Johnson, Director of Digital Growth, Starling Bank
- Harriet Rees, Head of Data Science, Starling Bank
- Alexandra Frean, Chief Corporate Affairs Officer, Starling Bank
- Neema Cox, Social Media Manager, Starling Bank
- Oliver Mott, Head of Social Media, Starling Bank
- Hal Macdermot, Head of Editorial Content, Starling Bank
- Christian Marchant, Customer Engagement Senior Manager, Starling Bank
- Marius Feraru, Digital Design Lead, Starling Bank
- Elita Falkvard, SEO and Web Lead, Starling Bank
show more
show less
Award
Company
CHS
Client
The Allianz Group
Summary
The Allianz Group is one of the world's leading insurers and asset managers with more than 100 million private and corporate customers in more than 70 countries.
Whilst Allianz depends heavily on the intermediary market, it doesn’t directly operate in B2C.
This means brand awareness for Allianz can be much lower at a consumer level.
Working with CHS, Allianz launched ‘Women in Sport’. A paid social campaign that leverages the brand’s strategic partnerships with the Rugby Football Union (RFU), Team GB and the British Paralympic Association (BPA).
Launched in the run up to the Olympics, the campaign aimed to celebrate the country’s most iconic women in professional sports through a selection of powerful emotive videos.
Each star was asked to reflect on their most incredible sporting achievements whilst sharing inspirational advice which was all brought together under the creative wrapper - ‘What would you tell your 8-year-old self’.
As a result of the campaign Allianz successfully raised their brand awareness amongst a consumer audience. Backed by a reach of 3.2 million people - 45% above projected targets.
Entry image
Entry video
Entry credits
- Sophia Wareham, Senior Creative, CHS
- Chris Southgate, Managing Director, CHS
- Phil Morris, Account Director, CHS
- Luke Biddiscombe, Video Editor, CHS
- Charley Jennings, Marketing Consultant, The Alliance Group
- Carolyn Rich, Head of Brand Marketing & Social Responsbility, The Allianz Group
show more
show less
8
B2B
Nominated
Company
Wunderman Thompson UK
Client
BT Global
Summary
BT Global provides the world’s largest multinationals with the technology they need to thrive in a networked world and has done for decades.
So, how do you bring a fresh, disruptive perspective to the story of BT’s world-leading expertise? By collaborating with perceptual artist Michael Murphy.
Together we built a unique installation using the technology and channels used in daily customer contact experiences. A seemingly random collection of objects. Yet, when art meets science, they bring to life the understanding that where customers see individual problems, BT sees the whole picture – to create a better experience.
Entry image
Entry video
Entry credits
- Paul Snoxell, Creative Director, Wunderman Thompson
- Antony Bell, Creative Director, Wunderman Thompson
- Phil Siegle, Creative Director, Wunderman Thompson
- Jonah Werth, Film and Still Producer, Wunderman Thompson
- Anthony Jarman, Editor, Wunderman Thompson
- Daryl Yeoman, Editor, Wunderman Thompson
- Guy Sexty, Head of Art, Wunderman Thompson
- Courtney Brooks, Designer, Wunderman Thompson
- Ellie Matthissen, Designer, Wunderman Thompson
- Oriel Irvine-Wells, Copywriter, Wunderman Thompson
- Jonathan Terry, Head of Live/ Integrated Partner, Wunderman Thompson
- Chloe James, Event Manager, Wunderman Thompson
- Matt Steward, Chief Creative Officer, Wunderman Thompson
- James Irvine, Client Partner, Wunderman Thompson
- Elrike Lochner, Business Director, Wunderman Thompson
- Alistair Thomson, Senior Account Manager, Wunderman Thompson
- Martin Harrison, Strategy Partner, Wunderman Thompson
show more
show less
Award
Company
Silver Agency
Client
Finastra
Summary
The accelerated use of AI in financial services has led to algorithmic bias in the sector and discrimination against certain demographics when applying for finance. A big issue, that for the good of humanity, needed to be addressed.
To lead industry-wide change, global fintech solutions company Finastra worked with Silver to develop an impactful multi-channel campaign to start righting this wrong.
The objective was to engage people across financial services globally to first acknowledge a problem exists, and then work together to find a solution.
We needed to inspire multiple audiences to act, so we needed a broad (but purposeful) channel and content strategy.
Taking forward Finastra’s belief of the future of finance being OPEN, we created a movement entitled ‘OPEN by {Default}’.
Following conceptual creative development, a multi-channel strategy across owned, earned, and paid media was executed. This included PR, partner marketing, direct marketing, virtual hackathons, and social media.
The movement began.
The campaign was a global success, attracting over 600 registrations for the hackathons across 50+ countries, including Antarctica, with nearly 80% of the projects led by women.
The campaign picked up four Tier 1 press interviews featuring Finastra Execs, as well as 31 pieces of international coverage.
Entry video
Entry credits
- All at Team Silver , ,
show more
show less
Nominated
Company
True
Client
Acora
Summary
Acora, an unknown IT services provider, embarked on a mission to reimagine their category and create a new normal for their industry.
For too long, IT services have been governed by Service Level Agreements (SLAs) that simply define which services the provider will deliver and to what level. But when an SLA is in place, there’s no requirement for the service provider to innovate for their customer.
For Acora to win market share in a crowded market, the traditional way of doing things wouldn’t suffice, so we changed the rules in our favour. We challenged the status quo and put their name on the map, creating an industry first, category defining service that changed business culture and moved with the times.
We launched Acora’s Experience Level Agreement (XLA), unlocking the true power of IT services by focusing on what matters most – the end user experience. Long Live the XLA became a call-to-arms for professionals to stand up against sub-par SLAs and demand more from their IT service providers – a movement highlighting the inadequacies of the industry standards and firmly positioning Acora as the new challenger leading much needed change in IT services.
The campaign achieved widespread coverage from industry analysts such as Gartner and Forrester. Their share of category searches more than doubled (an increase of 2.18%). And with share of search proven to be an accurate proxy for market share in IT services, this increase equates to a £4.7m uplift in sales revenue in just 4 months.
Entry image
Entry video
Entry credits
- Cos Mingides, Head of Effectiveness, True
- Wendy Owen, Account Director, True
- Gary Hill, Creative Director, True
- James King, Creative Director, True
- David Wellington, Creative, True
- Adrian Peters, Creative, True
- Harry Moore, Producer, Mad Cow
- Pete Chambers, Executive Producer, Mad Cow
- Phil Lind, Director, Mad Cow
show more
show less
Nominated
Company
Pinterest
Summary
Trend reports that look back are so last year. Pinterest Predicts used Pinterest’s forward-looking data to give advertisers the insights they need… from the future.
Pinterest Predicts equipped advertisers with a secret weapon they've never had before—a window into the future. With a strong mix of online and offline multi-channel experiences, advertisers were fully immersed into our not-yet-trending report that helped them get ahead of future trends and strategically plan their upcoming marketing efforts.
Entry image
Entry video
Entry credits
- Andréa Mallard, Chief Marketing Officer, Pinterest
- Celie ONeil-Hart, Creative Director, Content and Writing, Pinterest
- James Hurst, Creative Director, Design, Pinterest
- Talia Parnass, Senior Lead, Business Marketing, Pinterest
- Jenna Landi, Head of Brand Insights, Pinterest
- Micaela Brookman, Senior Lead, Brand Design, Pinterest
- Sue Chen, Senior Lead, Creative Ops, Pinterest
- Leah Gordon, Senior Manager, Ads Writing, Pinterest
- Jim Habig, Head of Business Marketing (fmr), Pinterest
- Alejandro de la Villa, Lead, Brand Writing, Pinterest
- CatherineRose Mountain, Senior Internationalization Program Manager, Pinterest
- Cynthia Zhang, Analyst, Pinterest
- Ella Petlicka, Senior Internationalization Program Manager, Pinterest
- Alexandra Nikolajev, Senior Lead, Creator & Content Partnerships, Pinterest
- Kelsey Bryden, Designer, Pinterest
- Shani Syphrett, Brand Marketing Lead, Consumer, Pinterest
- Brandi Steele, Designer, Pinterest
- August Mcmullin, Designer, Pinterest
- Felicia Baskin, Senior Lead, Content Marketing, Pinterest
- Graham Roth, Product Manager, Growth, Pinterest
- Philip Czapla, Brand Designer, Pinterest
- Carly Wallace, Creative Strategy Program Manager, Pinterest
- Amiyra Perkins, Senior Lead, Creative Strategy, Pinterest
- Jordan DiSanto, Product Designer, Pinterest
- Maya Wong, Brand Writer, Creators, Pinterest
- Ana Todd, Manager, Platforms and Tools, Pinterest
- Ashley Jones, Product Marketing Manager, Pinterest
- Namita Gupta, Creator Marketing Lead, Pinterest
- Michelle Van Houten, Creative Producer, Pinterest
- Swasti Sarna, Data Comms Manager, Pinterest
- Ali Burgis, Creative Producer, Pinterest
- Juliette Chatelain, Communications Manager, Pinterest
- Eric Wahlgren, Content Programs Director, Pinterest
- Laura Amschel, Creative Producer, Pinterest
- Maria Breaux, Writer, Pinterest
- Sydney Stanback, Advertiser Researcher, Pinterest
- Amelia Zak, Content Marketing Associate, Pinterest
- Mary-Claire Rotticci, Marketing Counsel, Pinterest
- Lissa Healy, Inclusion & Diversity Business Partner, Pinterest
- Cristina Francisco-McGuire, Diversity Business Partner, Pinterest
- Megan DAlessio, Inclusion & Diversity Business Partner, Pinterest
- Amy Dziewiontkoski, Sales Manager, Pinterest
- Anisha Vasandani, Technical Program Manager, Pinterest
- Joey Weber, Content Editor, Pinterest
- Marta Matias, Brand Writer, Pinterest
- Jenny Kindness, Product Marketing Manager, Pinterest
- Kayte Korwitts, Content Manager, Pinterest
- Elizabeth Luke, Senior Communications Manager, Ads, Pinterest
- Cierra Yetts, Brand Communications Manager, Pinterest
- Kimmie Glass, Comms Manager, Pinterest
- Arianna Thomas, Communications Manager, Consumer, Pinterest
- Rachel Murphy, Writer, Pinterest
- Kevin Darouian, Designer, Pinterest
- Jaime Pham, Creative Strategist, Pinterest
- Stephanie Halovanic, Writer, Pinterest
- Nune Mesropyan, Email Marketing Manager, Pinterest
- Whitney Paul, Market Researcher, Pinterest
- Visha Kudhail, Business Marketing Director, Europe, Pinterest
- Elizabeth Mansfield, Head of Americas + APAC Business Marketing, Pinterest
- Ara Ko, Business Marketing Lead, US, Pinterest
- Yen Conrod Tran, Business Marketing Lead, CA, Pinterest
- Luis Benini, Business Marketing Lead, LATAM, Pinterest
- Britta Hindrichs, Business Marketing Lead, DACH, Pinterest
- Mai Yanagishima, Business Marketing Manager, JP, Pinterest
- Lindsay McGregor, Content & Social Marketing Manager, Pinterest
- Pierre Gayno, Business Marketing Manager, FR, Pinterest
- Ashish Arya, Vertical Strategy & Insights Lead, Pinterest
- Sarika Sangwan, Senior Lead, Global Audience Marketing, Pinterest
- Sehar Mahmood, Creative Strategy Program Manager, Pinterest
- Jacinth Yew, Creator Growth Specialist, Pinterest
- Melissa Chen, Data Comms Analyst, Pinterest
- Alistair Webb, Creative Director, Made Thought
- Isabella Schoepfer, Project Director, Made Thought
show more
show less
Nominated
Company
Tangerine
Client
Wavin
Summary
Since 2018, Tangerine has worked with leading plumbing brand, Wavin Hep2O, creating inspiring campaigns that help make plumbers’ lives better.
Following the disruption and challenges posed by COVID-19, Wavin Hep2O wanted to do something that reflected on and celebrated what makes the plumbing industry great. The answer was Pride of Plumbing – a spotlight on the amazing stories of the amazing people that make up the industry and a celebration of all the things that make the plumbing community great.
Following a nationwide hunt for the most inspiring people in the sector and 120 submissions, Tangerine told a series of four stories that brought the commitment, compassion and resilience of these professionals to life for the whole industry to celebrate.
The campaign made use of a cross-channel distribution campaign that generated powerful results for Wavin Hep2O while bringing the plumbing community closer together.
Entry image
Entry credits
- Calum Metclafe, Account Director, Tangerine
- Andrew Kaszuba, Art Director, Tangerine
- Sam Swaffield, Senior Creative Lead, Tangerine
- Helen Gradwell, Creative Copy Lead, Tangerine
- Barry Maginn, Associate Director, Tangerine
- Charissa Chadderton, Associate Director, Tangerine
- Paul Mayor, Senior Designer, Tangerine
- Karen Stables, Marketing Manager, Wavin
show more
show less
Highly Commended
Company
Twogether
Client
Sage
Summary
Sage Intacct is a leading force in the US when it comes to cloud-based financial management. It was a different scenario in the UK however, where Sage Intacct launched in 2019. Although the Sage brand was well recognised, finance executives simply hadn’t heard of Sage Intacct, and so it wasn’t featuring in their consideration set.
15 months later, faced with ambitious commercial targets, the Sage UK marketing team realised a brand campaign was required to create the awareness and trust needed, and so accelerate the success of its demand generation activities.
Based on research and customer insight, it became clear that the target financial executive audiences were seeking to transform their role within their businesses. To move from being seen as ‘bean counters’ to becoming ‘value creators’.
This audience need led to a creative platform entitled “Raise your game”.
Designed to instil confidence in the audience and reflect their attitudes as they transform their roles, the campaign positioned Sage Intacct as the first choice against its competitors. It did so through the use of powerful graphical, imagery, and copy devices, which also helped the creative stand out from the ‘wallpaper’ of professional stock imagery.
“Raise your game” was launched through multi-touch media activity that utilised paid media, thru-channel partner marketing, and nurture activities to accelerate performance. Surpassing expectations almost from the day of launch, the campaign added 30% uplift across the entire funnel through its first wave and increased output by almost 50% in its second.
Entry image
Entry video
Entry credits
- Claire Davidson, Strategy & Planning Director, Twogether
- Leanne Fisher, Senior Account Manager, Twogether
- Jamie MacDow, Group Account Director, Twogether
- Uzma Ullah, Account Director, Twogether
- David Ryan, Head of Art, Twogether
- Jack Tyler, Art Director, Twogether
- Louisa Wolfe, Lead Writer, Twogether
- Richard Blagden, 3D Motion Graphics Designer, Twogether
- Arjen Buenk, Head of Video Production, Twogether
- Robby Hewitt, Head of Art Work, Twogether
- Rachel Wynn, Senior Designer, Twogether
- Rebecca Barnett, Senior Marketing Director, Sage
- Laura Hansford, Digital Marketing manager, Sage
- Kate Butler, Senior Campaign Manager, Sage
- Austin Maguire, Creative Director, Sage
- Dan Paylor, Senior Field marketing manager, Sage
- Carmen Grigore, Account Director, Neo
- Alexandra Webber, Head of Marketing, Twogether
show more
show less
Highly Commended
Company
Havas Media Group
Client
Maersk
Summary
Maersk has been on a transformational journey since 2017, repositioning from cargo shipping line to end-to-end logistics integrator. In the last three years, a series of unconventional brand campaigns has helped build momentum assisting the growth of Logistics & Services proposition. Featuring bold creative and imaginative media placements, our campaigns have won multiple accolades and awarded “icon” status in the WARC effectiveness ladder for B2B.
We entered 2021 with favorable market conditions, facing strong demand for ocean shipping which drove rates to a record high. However, the mood in the marketplace was quite different. Extreme pressure on supply chains, soaring costs and covid-19 uncertainty contributed to increasing negativity in the category.
Maersk, wanted to turn the world of logistics upside down, not to be perceived as the department of unforeseen problems but that of opportunities. Our Upside brand campaign deployed emotional storytelling taking audiences on a journey. A modern fairytale told the story of a woman trapped in the everyday horrors of logistics until she gets “turned around” and discovers a new approach to it. The campaign orchestrated paid channels alongside owned and earned amplifying the reach and engagement.
The “Upside” brand campaign created unique moments in media and shifted the conversation from risk to opportunity helping to produce extraordinary results for the company. Perception shift increased by +2%. Thought leadership drove an increase from 6% to 29% category organic SOV whilst helping deliver an incremental $1bn in sales.
Entry image
Entry video
Entry credits
- David Goodall, Managing Director, Havas Business
- Yannis Zachos, Executive Strategy Director, Havas Business
- James Boulton, Managing Partner, Havas Business
- Gina Smith, Account Director, Havas Business
- Georgia Holgate, Account Manager, Havas Business
- Bryan Hogg, Strategy, Havas Business
- Thomas Hoffmann, Creative Director, &Co
- Peter Dinesen, Art Director, &Co
- Claus Collstrup, Art Director, &Co
- Pernille Ryder, Account Director, &Co
- Mathias Birkvad, Strategy Director, &Co
- Lene Meyer, Agency Producer, &Co
show more
show less
Nominated
Company
VMLY&R COMMERCE MENA
Client
Twitter
Summary
Twitter is a platform for everyone, and believes all voices should have the opportunity to be heard, engage in discourse and be respected. However, the reality is that across cultures not all voices are equal.
We found that still today, Arabic speaking women were addressed with the wrong pronoun every 17 seconds. And whilst Arabic differentiates how women and men are referred through its grammar, culture has shaped the language to take the masculine form as the default gender.
Twitter as a key communications tool for people, brands and governments, believed it was in a unique position to kickstart a move towards better gender representation in daily conversations. So, it launched the #FeminineArabic movement by introducing a first of its kind language feature allowing women Arabic speakers on Twitter to be addressed as they should be, in the Feminine form. We engaged with brands to help driving societal change more effectively and amplify the movement towards Arabic female equality. And, by consequence, bring brands and Arabic women speakers closer together. Hundreds of brands, from Samsung, to MasterCard and adidas joined the conversation, helping to amplify the movement, increasing the cause’s visibility and relevance. The hashtag and campaign emoji were trending on the platform in countries such as KSA, Egypt and UAE.
Entry image
Entry video
Entry credits
- Nick Walsh, CEO, VMLY&R COMMERCE MENA
- Julian Hernandez, ECD, VMLY&R COMMERCE MENA
- Mauricio Sanaiote, Creative Director, VMLY&R COMMERCE MENA
- Manar Munjed, Arabic Copywriter, VMLY&R COMMERCE MENA
- Saleh Dardir, Art Director, VMLY&R COMMERCE MENA
- Ahmed Samir, Senior Arabic Copywriter, VMLY&R COMMERCE MENA
- Ziad El Kurdi, Senior Copywriter, VMLY&R COMMERCE MENA
- Manuel Borde, Global CCO, VMLY&R COMMERCE MENA
- Cynthia Karan, Senior Arabic Copywriter, VMLY&R COMMERCE MENA
- Elias Bassil, Head of Strategy MENA, VMLY&R COMMERCE MENA
- Adrian Mutescu, Strategy Director, VMLY&R COMMERCE MENA
- Sachin Mendonca, Strategy Director, VMLY&R COMMERCE MENA
- Fabio Medeiros, Strategy Director, VMLY&R COMMERCE MENA
- Moey Shawash, Digital Strategy, VMLY&R COMMERCE MENA
- Karim Al Amin, Motion Graphics, VMLY&R COMMERCE MENA
- Zubair Tahir, Motion Graphics, VMLY&R COMMERCE MENA
- Lucas Pimenta, Motion Graphics, VMLY&R COMMERCE MENA
- Maha El Hawari, Client Commerce Director, VMLY&R COMMERCE MENA
- Nisreen Faris, Account Director, VMLY&R COMMERCE MENA
- Zoe Scraggs, Project Manager, VMLY&R COMMERCE MENA
- Ginny Kemp-Taylor, Head of Creative Operations and Marcomms, VMLY&R COMMERCE MENA
- Prajakta More, Copywriter, VMLY&R COMMERCE MENA
- Mauro Bisso, Senior Art Director, VMLY&R COMMERCE MENA
- Gregory Mardikian, Managing Partner, VMLY&R COMMERCE MENA
- Till Hohmann, ECD, VMLY&R COMMERCE EMEA
show more
show less
8
Design
Nominated
Company
Torpedo
Client
Autodesk
Summary
Data cubes’ form the building blocks of the new product brand identity and launch campaign created by Torpedo for Tandem, the digital twin cloud-based platform from Autodesk.
A digital twin is a dynamic, up-to-date digital replica of a physical asset that brings together design, construction and operational data to simulate, predict and inform decisions. Aimed at Architecture, Engineering and Construction (AEC) firms and building owners / operators, Tandem helps to make the building handover process completely seamless and enables proactive and predictive maintenance, providing insight into operation, performance and efficiency, but also help plan future projects and improve design decisions for better ROI.
The objectives were threefold. Firstly, create a distinctive positioning and identity that would set Tandem apart from other digital twin software. Secondly, to build awareness and drive traffic to the campaign website. Thirdly to create an engaging user experience on the website that would generate leads via free account sign-ups.
Inspired by how Tandem enables building owners and operators to digitally interact with design and construction data, Torpedo created a unique identity, supporting content and a website built around the concept of representing digital twins as replicas of buildings made up of interactive cubic pixels or ‘data cubes’.
Entry image
Entry video
Entry credits
- Cody Yellowlees-Bound, Account Director, Torpedo
show more
show less
Award
Company
Bader Rutter
Client
Milwaukee Bucks
Summary
When Harley-Davidson informed the NBA team, Milwaukee Bucks, it would not be renewing its jersey patch sponsorship, the team had to scramble to find another big brand willing to make this multiyear, multimillion-dollar investment. Instead of looking for another large local brand, the Bucks decided to leverage the global appeal of the NBA and their own star forward, Giannis Antetokounmpo. They created a list of two dozen global brand CMOs and then asked us to create a compelling way to grab their attention and persuade them to become the Buck’s sponsor.
The project faced significant challenges. CMOs of global brands are incredibly busy; they get inundated daily with multiple sponsorship opportunities. Worse, strategic brand investments like this are generally budgeted for in multiyear terms. We needed to stand out among the clutter, grab their attention, and quickly explain why our small market team from a tier 3 city deserved their multi-million dollar investment.
Entry image
Entry video
Entry credits
- Shawn Holpfer, Executive Design Director, Bader Rutter
- Andy Gorzalski , Executive Producer, Bader Rutter
- Ned Brown, CCO, Bader Rutter
- Jim Jodie, ACD/writer, Bader Rutter
- Kevin Sparrow, Associate Design Director, Bader Rutter
- James Kogutkiewicz, Writer, Bader Rutter
- Jeff Simcock, Director, Offline Producer, Bader Rutter
show more
show less
Nominated
Company
Monotype
Summary
Building on its update to Helvetica, 2019, Monotype’s variable edition is built with 21st Century designers in mind. Helvetica Now Variable offers over a million new Helvetica styles in one state-of-the-art font file. The all-in-one file, marks a major technological advancement for Monotype that underpins their ongoing dedication to tech, knowledge and expertise, allowing creatives and designers of all levels to work more effectively and at a better speed. Unlike previous font formats that required each style within a family to be a separate file, Helvetica Now Variable bundles all the attributes for every style into one compact and agile font package. This new move will add an extensive width for designers working with little space, such as design for smartwatches and wearables. Designers working in this area will then be able to move onto bigger designs more seamlessly and flexibly, using the same font file for magazine design.
Entry image
Entry video
Entry credits
- Charles Nix , Type Director , Monotype
- Friedrich Althausen, Type Designer , Monotype
- Emilios Theofanous, Creative Type Director , Monotype
show more
show less
Highly Commended
Company
1HQ Global
Client
Mother Clucker
Summary
Mother Clucker started serving fried chicken in 2013 from a converted US Army Ambulance in East London, and quickly gained a loyal following. In 2021, the brand looked to launch across the UK, however the current visual identity wasn’t strong enough to stand out in a crowded, competitive national food scene. Mother Clucker needed a fresh new approach, whilst staying true to its London street food heritage.
For the national launch, 1HQ re-established Mother Clucker’s Brand purpose, target consumer, benefits, personality and principles. We conducted a semiotic analysis of the chicken and adjacent category fast food providers, and identified an emergent space for Mother Clucker to own. From this, we crafted a new brand positioning and wrote a manifesto for how we look, feel, think and act as Mother Clucker.
The new visual style and brandmark embodies the brand’s daring, bold, obsessive personality and outspoken attitude. The identity communicates a brand that is proud to shout from the rooftops, demonstrated through the megaphone inspired block and typography. The asterisk not only represents the eye of the chicken, but is also a clever nod to the brand name’s play on words. Mother Clucker has transformed from a generic street food vendor into a loud and proud, accessible brand for all. The visual identity represents a brand that feels and acts differently, and delivers to consumer’s desire for a down to earth, fun and playful brand experience.
Entry image
Entry credits
- Ian Watts, Associate Creative Director, 1HQ Global
- Jon Painter, Designer, 1HQ Global
- Maya Mistry, Junior Designer, 1HQ Global
- Amelia Boothman, Director of Brand and Innovation Strategy, 1HQ Global
- Scarlett Irons, Junior Strategist, 1HQ Global
- Andy Kirk, Director of Design Strategy, 1HQ Global
- Emma Freeman, Client Director, 1HQ Global
show more
show less
Nominated
Company
COPA90
Client
EA Sports
Summary
During the cluttered holiday period, EA Sports wanted to drive awareness of their FIFA 22 promotional holiday offer. To cut through the noise, we needed to stand out.
We created a physical activation to bring the digital world to life, giving us a new way to engage with FIFA fans past and present. Our bespoke Next Generation Newspaper told stories of 6 Next Generation athletes, which we identified to engage with audiences in key markets. In the 32-page newspaper, featuring a 4-page spread for each athlete, there were in-depth articles, quiz questions, beautiful editorial imagery as well as QR activated advertisements for the offer. With six limited edition covers, newspapers were translated into English, French, Spanish and Italian and distributed on bespoke FIFA branded newsstands in high-traffic areas in London, Paris and NYC, as well as to influencers, club teams and players. To amplify and extend further, we promoted on social media.
The campaign saw 14,000+ papers distributed. Media investment drove significant overdelivery in key metrics, including 25m+ impressions across social. More importantly, FIFA 22 daily users were up 10% YoY during the campaign, with a 10% increase in new players, resulting in EA Sports FIFA’s most successful holiday campaign ever.
Entry image
Entry video
Entry credits
- Simon Joyce, Chief Business Officer, COPA90
- Kate McGregor, Head of Client Services, COPA90
- Stuart Davis, Client Partner, COPA90
- Fisayo Aluko, Senior Client Partner, COPA90
- Dylan Soopramania, Creative Director, COPA90
- Ally Everitt, Senior Project Manager, COPA90
- Cameron Sims, Media Director, COPA90
- Sam Stringer, Media Campaigns Manager, COPA90
- Stacey Bannister, Senior Producer, COPA90
- Rob Micheals, Director of Production Operations, COPA90
- DJ Jackson, VP, Brand Marketing, EA Sports
- Kevin Strunk, Senior Manager, Brand Marketing, EA Sports
- Nick Lammie, Director, Brand Marketing, EA Sports
- James Salmon, Director, Brand Marketing, EA Sports
- Nandy Misir, Brand Marketing Lead, EA Sports
- Josh Farber, Director, Marcom Strategy, EA Sports
- Charlie Weir, Marketing Lead, EA Sports
- Antoine Cohet, Senior Manager, Brand Marketing, EA Sports
- Arthur Halais, Partnerships Lead, EA Sports
- James Taylor, Senior Manager, Brand Marketing, EA Sports
- Eric Escaravage, Global PR Lead, EA Sports
- Estefan Binder, Athlete Marketing Lead, EA Sports
- Sehrish Mumtaz, Brand Marketing Lead, EA Sports
- Joe Fuller, Brand Marketing Manager, EA Sports
- Mark Armstrong, International Comms Manager, EA Sports
- Audrey Prince, Brand Marketing Manager, EA Sports
- Seb White, Managing Editor, Mundial
- Owen Blackhurst, Editor, Mundial
- James Bird, Deputy Editor, Mundial
- Alex Mertekis, Art Director, Mundial
- Ben Roth, Founder, Original Syndicate
- Steve Richards, Founder, Original Syndicate
- John Hemsley, Set Designer, Original Syndicate
- Kevin Collins, CEO, Secret Walls
- Terry Guy, Founder, Secret Walls
- Jimi Mackkay, Creative Director, Secret Walls
- Melanie Cain, Co-Founder, Managing Partner, Spearhead Marketing Group
- Erika Cunha, Co-Founder, Managing Partner, Spearhead Marketing Group
- Jas Dhami, Director of Sport, We Are Social New York
- Gaby Kirschner, Associate of Sport, We Are Social New York
- Josh Noble, Strategist, We Are Social New York
- Shawn Francis, Head of Creative, We Are Social New York
- Matthew Waheibi, Producer, We Are Social New York
- Julien Llerena, Copywriter, We Are Social New York
show more
show less
Nominated
Company
Pinterest
Summary
Trend reports that look back are so last year. Pinterest Predicts used their platform's forward-looking data to give advertisers the insights they need… from the future.
Pinterest Predicts equipped advertisers with a secret weapon they've never had before—a window into the future. With a strong mix of online and offline multi-channel experiences, advertisers were fully immersed into our not-yet-trending report that helped them get ahead of future trends and strategically plan their upcoming marketing efforts.
Entry image
Entry video
Entry credits
- Andréa Mallard, CMO, Pinterest
- Celie ONeil-Hart, Creative Director, Content and Writing, Pinterest
- James Hurst, Creative Director, Design, Pinterest
- Talia Parnass, Senior Lead, Business Marketing, Pinterest
- Jenna Landi, Head of Brand Insights, Pinterest
- Micaela Brookman, Senior Lead, Brand Design, Pinterest
- Sue Chen, Senior Lead, Creative Ops, Pinterest
- Leah Gordon, Senior Manager, Ads Writing, Pinterest
- Jim Habig, Head of Business Marketing (fmr), Pinterest
- Alejandro de la Villa, Lead, Brand Writing, Pinterest
- CatherineRose Mountain, Senior Internationalization Program Manager, Pinterest
- Cynthia Zhang, Analyst, Pinterest
- Ella Petlicka, Senior Internationalization Program Manager, Pinterest
- Alexandra Nikolajev, Senior Lead, Creator Content & Partnerships, Pinterest
- Kelsey Bryden, Designer, Pinterest
- Shani Syphrett, Brand Marketing Lead, Consumer, Pinterest
- Brandi Steele, Designer, Pinterest
- August Mcmullin, Designer, Pinterest
- Felicia Baskin, Senior Lead, Content Marketing, Pinterest
- Graham Roth, Product Manager, Growth, Pinterest
- Philip Czapla, Brand Designer, Pinterest
- Carly Wallace, Creative Strategy Program Manager, Pinterest
- Amiyra Perkins, Senior Lead, Creative Strategy, Pinterest
- Ana Todd, Manager, Platforms and Tools, Pinterest
- Jordan DiSanto, Product Designer, Pinterest
- Maya Wong, Brand Writer, Creators, Pinterest
- Ashley Jones, Product Marketing Manager, Pinterest
- Namita Gupta, Creator Marketing Lead, Pinterest
- Michelle Van Houten, Creative Producer, Pinterest
- Swasti Sarna, Data Comms Manager, Pinterest
- Ali Burgis, Creative Producer, Pinterest
- Juliette Chatelain, Communications Manager, Pinterest
- Eric Wahlgren, Content Programs Director, Pinterest
- Laura Amschel, Creative Producer, Pinterest
- Maria Breaux, Writer, Pinterest
- Sydney Stanback, Advertiser Researcher, Pinterest
- Amelia Zak, Content Marketing Associate, Pinterest
- Mary-Claire Rotticci, Marketing Counsel, Pinterest
- Megan DAlessio, Inclusion & Diversity Business Partner, Pinterest
- Lissa Healy, Inclusion & Diversity Business Partner, Pinterest
- Cristina Francisco-McGuire, Diversity Business Partner , Pinterest
- Amy Dziewiontkoski, Sales Manager , Pinterest
- Anisha Vasandani, Technical Program Manager, Pinterest
- Joey Weber, Content Editor, Pinterest
- Marta Matias, Brand Writer, Pinterest
- Jenny Kindness, Product Marketing Manager, Pinterest
- Kayte Korwitts, Content Manager, Pinterest
- Elizabeth Luke, Senior Communications Manager, Ads, Pinterest
- Cierra Yetts, Brand Communications Manager, Pinterest
- Kimmie Glass, Comms Manager, Pinterest
- Arianna Thomas, Communications Manager, Consumer, Pinterest
- Ashley Mossman, Communications Manager, Pinterest
- Rachel Murphy, Writer, Pinterest
- Kevin Darouian, Designer, Pinterest
- Jaime Pham, Creative Strategist, Pinterest
- Stephanie Halovanic, Writer, Pinterest
- Nune Mesropyan, Email Marketing Manager, Pinterest
- Whitney Paul, Market Researcher, Pinterest
- Visha Kudhail, Business Marketing Director, Europe, Pinterest
- Elizabeth Mansfield, Head of Americas + APAC Business Marketing, Pinterest
- Ara Ko, Business Marketing Lead, US, Pinterest
- Yen Conrod Tran, Business Marketing Lead, CA, Pinterest
- Luis Benini, Business Marketing Lead, DACH, Pinterest
- Britta Hindrichs, Business Marketing Lead, DACH, Pinterest
- Mai Yanagishima, Business Marketing Manager, JP, Pinterest
- Lyndsay McGregor, Content & Social Marketing Manager, Pinterest
- Pierre Gayno, Business Marketing Manager, FR, Pinterest
- Ashish Arya, Vertical Strategy & Insights Lead, Pinterest
- Sarika Sangwan, Senior Lead, Global Audience Marketing, Pinterest
- Sehar Mahmood, Creative Strategy Program Director, Pinterest
- Melissa Chen, Data Comms Analyst, Pinterest
- Jacinth Yew, Creator Growth Specialist, Pinterest
- Alistair Webb, Creative Director, Made Thought
- Isabella Schoepfer, Project Director, Made Thought
show more
show less
Nominated
Company
Delivery Hero
Client
Yemeksepeti
Summary
Yemeksepeti is a leading online food delivery platform in Turkey, renowned for being one of the first on the market. After 20 years, it was time to revitalise the brand’s image and reassert it as the go-to delivery platform in the country.
Celebrated for being trustworthy and respected, the service was well known for delivering food directly to the homes of hungry customers, but the brand appearance had barely changed since launching and with an increasing number of growing competitors, combined with a surge for direct delivery during the pandemic, we knew it was time to switch gears.
To ensure we stayed in customers minds, we developed a strategy that focused on the following:
Design Development: Bringing the brand into the present day was vital and we needed to be bold! From vibrant new colourways, typography, illustrations, to the app, newsletters, and social media, we planned how Yemeksepeti would make an impact across every touchpoint, whilst communicating its unique and lively energy.
Product: The app was in need of improvement, so we began to redevelop our design. We also needed to ensure that our sub-brands Yemeksepeti Banabi and Yemeksepeti Mahalle were unified and could be located easily all in one place, with a user experience that mirrored our revitalised image.
Campaign: We pushed our creative across all touchpoints, including a colourful TVC that reflected reliability, speed and variety, whilst showing all the 3 brands, unified beautifully with core messaging and synchronised design.
Entry image
Entry video
Entry credits
- Djena Binet, Brand Manager, Delivery Hero
- Sofia Tavares, SVP, Brand, Delivery Hero
- Constanza Soria, Head of Design , Delivery Hero
- Emilio Germino, Senior Graphic Designer, Delivery Hero
- Mauro Florencio Lobato, Content Designer, Delivery Hero
- Tapana Choochartpong, Senior Visual Designer, Delivery Hero
- Alejandro Ariza, Graphic Designer , N/A
show more
show less
Nominated
Company
Delivery Hero
Client
foodpanda Hungary
Summary
In a market swarming with growing competitors all striving for customer preference, it was key for us to switch gears and make sure we provided Hungarians with the modern service and brand they deserved.
That’s where foodpanda entered the story - already a thriving brand across the APAC region, loved in the market for its fun and energetic vibe, we wanted to bring that same energy to Europe, and inject the Hungarian market with foodpanda’s flamboyant vibrancy.
Our aim was to adapt foodpanda to make sure it was fitting for the Hungarian market, whilst ensuring that we didn’t lose any customers when the brand transitioned from the ageing NetPincér to foodpanda.
To achieve this we started by focusing on the design. foodpanda is a loved brand across Asia, but we knew we needed to make some tweaks to ensure suitability in Europe. We opted for an edgier style that mirrored graffiti brush strokes, representative of the continents urban landscape and street art.
We combined this with an effective launch campaign to introduce the new foodpanda brand to Hungary - a 360 degree campaign that emphasised the brands different verticals - restaurant food and grocery delivery. One of the standout executions from the campaign was a bold TVC that introduced the brand to the masses in a suitably vibrant way.
This was all achieved with excellent results that secured foodpanda as the #1 delivery choice in Hungary, and even better, not 1 customer was lost on the journey there!
Entry image
Entry video
Entry credits
- Milica Otasevic Gomes, Brand Manager, Delivery Hero
- Mariano Ramallo, Head of brand , Delivery Hero
- Constanza Soria, Head of Design, Delivery Hero
- Anastasiia Sukharkova, Graphic Designer, Delivery Hero
- Sofia Tavares, SVP, Brand , Delivery Hero
- Fernanda Vales, Brand Specialist , Delivery Hero
- Emilio Germino, Senior Graphic Designer, Delivery Hero
show more
show less
0
B2C Brand Team of the Year
7
Best Response to Change
Award
Company
The&Partnership
Client
Mars
Summary
In the summer of 2020, a variety of historic racial injustices were thrown to the fore, prompting Mars Food to evolve the long-established Ben’s brand – from Uncle Ben’s to Ben’s Original.
But doing so risked destabilising a brand with long-standing equity and negatively impacting sales. So we needed to define a new brand platform that could unite all points of view.
Our solution, ‘Everyone’s Original’, was borne from the insight that ‘we are all individuals’, and if we can’t accept people’s individuality we can’t truly invite everyone to the table.
The launch campaign ‘We’re all original recipes’ elevated this idea by dramatizing the sense that everyone has a unique story to tell & original recipe to share. The campaign tells the story of six real families, all from a variety of backgrounds, and celebrates the unique ingredients that make them who they truly are - their own original recipes.
This re-launch was incredibly successful, seeing a 229% increase in purchase intent, a 42% increase in brand awareness, a 20% increase in household penetration (US) and a 10% increase in market share (US). Its performance far exceeded our expectations.
By actively listening & learning from real people, and thoughtfully responding to the cultural conversation surrounding racial injustice, this inclusive brand re-launch shows the importance of reflection before immediate action and the impact that can be had when brands take a more empathic approach in responding to societal changes.
Entry image
Entry credits
- Rafael Narvaez, Global CMO, Mars
- Anja Spielmann, Global Brand Content Director, Mars
- Caroline Sherman, Global Sr. Director Corporate Affairs, Mars
- Katie Kaylor, Global Portfolio CMI, Mars
- David Gadd, Global Design Director, Mars
- Alex Dobson, Strategy Director, The&Partnership
- Oliver Egan, Planning Partner, The&Partnership
- Paul Porter, Senior Planner, The&Partnership
- Andre Moreira, Executive Creative Director & Partner, The&Partnership
- Fabio Abram, Creative Director, The&Partnership
- Braulio Kuwabara, Senior Creative, The&Partnership
- Malena Porcaro, Creative, The&Partnership
- Matias Ruiz, Creative, The&Partnership
- Charlie Milton, Creative, The&Partnership
- Hannah Slater, Head of Client Services, The&Partnership
- Gemma Corridan, Business Director, The&Partnership
- Natalina Robarts, Account Manager, The&Partnership
- Alec Woolford, Account Manager, The&Partnership
- Thea Evely, Head of Integrated Production, The&Partnership
- Holly Simmons, Senior Producer, The&Partnership
- Lilli Burridge Payne, Assistant Producer, The&Partnership
- Danny Bush, Head of Creative Operations, The&Partnership
- Zaneta Stepien, Project Manager, The&Partnership
- Peace Ogbuani, Work Experience, The&Partnership
- Simon Hadassi, Head of Design, The&Partnership
- Mara Vojnovic, Graphic Designer, The&Partnership
- Corin Taylor, Producer, Blink
- Bob Harlow, Director, Blink
- Alice Hopgood, Production Manager, Blink
- Joel Honeywell, DOP, Blink
- Dave Davies, Editor, Trim
- Ella Sedgwick, Producer, Trim
- Ella Glazer, Producer, Untold//ETC
- Luke Morrison, Grade Op, Untold//ETC
- Marina Guy, Producer, Major Tom
- Tessa Harris, Producer, Major Tom
- Jack Chown, Composer, Major Tom
- Prakash Nathan, BTS, BTS
- Molly Butcher, Producer, Grand Central
- Tom Pugh, Sound Engineer, Grand Central
show more
show less
Nominated
Company
Scottish Canals, Corporate Affairs Team
Client
Scottish Canals
Summary
During COVID-19, Scottish Canals had to drastically adapt a large-scale planned public event funded by the Scottish Government’s Year of Coasts and Waters 2020/21 themed year to ensure it was safe and added value to Falkirk’s hard-hit tourism economy.
Originally planned as Canal Carnival, a two-day celebration of Scotland’s canals at The Falkirk Wheel and The Kelpies, with a showcase spectacle each day that would attract over 10,000 spectators, the event had to be imaginatively reformed.
Re-named Canal Encounters, it became a free, month-long activity trail hosted along four miles of towpath from the iconic Kelpies to the world’s only rotating boat lift. Scottish Canals and partners brought together virtual reality and real-life to celebrate the heritage, environment, and communities of the waterway through a varied programme of family-friendly digital and in-person activities, workshops, and walks.
The new-look event included the creation of a digital activity trail where audiences could explore the canal using interactive games, audio guides and AR animals. Engaging artworks and interpretation boards were also situated along the canal for additional interaction and accessibility. Utilising the free Falkirk Explored App, Scottish Canals presented an opportunity for the local community of Falkirk, young families, and customers to embrace outdoor activities across the waterways during the height of the pandemic in a safe and COVID-19 compliant way.
The event was delivered in partnership with Falkirk Community Trust and Great Place Falkirk, with funding from the National Lottery Heritage Fund and Event Scotland.
Entry image
Entry video
Entry credits
- Josie Saunders, Head of Corporate Affairs, Scottish Canals
show more
show less
Nominated
Company
DELVE
Client
UNICEF
Summary
Early in 2022, DELVE was closely monitoring the situation in Ukraine for our longtime client UNICEF USA, leveraging Google Trends around the crisis for consumer search interest and donation intent. When hostilities commenced on February 24, DELVE was ready—ramping up SEM and programmatic efforts within five hours to help UNICEF raise funds for those directly impacted by the conflict. The crisis hits close to home for DELVE: Many of our colleagues are located across Ukraine, Belarus and Poland—motivating our team to work tirelessly to launch this critical fundraising campaign.
“DELVE’s work on UNICEF’s Ukraine campaign is a testament to their expertise in programmatic, and their empathy as people,” said Daison Wingard, Director of Digital Revenue & Marketing for UNICEF USA. “Their team worked tirelessly to prepare this critically important campaign, took it live within five hours of the conflict, and helped us drive nearly $2 million in donations in just five days to support displaced children and families.”
Entry image
Entry credits
- Curtis Johnson, Head of SEM & Paid Social, DELVE
- Andrew Parhomchuk, SEM Marketing Manager, DELVE
- Emily Lesinski, Head of Consulting & Analysis, DELVE
- Betsy Sellars, Head of Media, DELVE
- Karlin McGinness, Head of Media Planning, DELVE
- Dave Willis, Creative Director, DELVE
show more
show less
Nominated
Company
Unilever, Mindshare, InMobi
Client
Unilever, Mindshare
Summary
Lifebuoy took on the goal to fight Coronavirus by arming Indonesians in the fight against COVID with the power of real-time data. To achieve this, Lifebuoy leveraged real-time consumer insights to conduct weekly surveys across the six key regions identified in Indonesia. Five key indicators were measured: awareness of preventive measures, individual efforts to disengage from social gatherings, frequency of handwashing, availability of sanitizer, and store accessibility.
Lifebuoy received 62,000 responses from Indonesians in just eight weeks. Lifebuoy then identified four audience segments to reach decision-makers across homes - young mothers, older mothers, single millennial women, and single millennial men. Based on several factors that determined the local reality, including the region, COVID preparedness score, the number of Covid cases, and the target group they were reaching, Lifebuoy created 72 unique video ads as part of this mobile-first programmatic campaign.
In order to reflect the on-ground reality of each Indonesian, every ad was customized based on a variety of dynamic elements: the province each user lived in, the number of cases in the area, the daily habits of residents in the area, as well as the persona of the end-user. When users clicked on the video, they were redirected to a webpage where users could purchase a whole range of Lifebuoy products which could help them keep safe during challenging times.
Entry image
Entry video
Entry credits
- Cadika Rachmawan, Sales Lead, InMobi
- Sawitri Sadjimo, Sales Manager, InMobi
- Stefany Atmadja, Interactive Art Director, InMobi
- Vindy Sofina, Senior Interactive Designer, InMobi
- Aishwarya Singh, Account Manager, InMobi
- Nitin Prahlad Navaratna, Head - Strategic Partnerships SEA, InMobi
- Eka Sugiarto, Media Director for SEAA, Unilever
- Maulani Affandi, Marketing Manager, Unilever
- Leonardo Natamihardja, Digital Manager, Unilever
- Mulyarasti Soehoed, Senior Brand Manager, Unilever
- Nadine Rivanty Rosinu, Assistant Brand Manager, Unilever
- Maria Dominika Theresia, Media Team , Unilever
- Rahul Ramachandran, Principal Partner - Client Leadership, Mindshare
- Wenisah Octavia, Planner, Mindshare
- Fivyolen Hendra, Sr, Content Strategist, Mindshare
- Ninda Fenia, KOL Specialist, Mindshare
- Andreas Binsar Panjaitan, TV Specialist, Mindshare
- Anurag Sure, Digital Audience Lead, Mindshare
show more
show less
Nominated
Company
Merkle Promotion & Loyalty Solutions
Client
Lunchables
Summary
In the Lunchables Adventure for Lost Treasure campaign, we built a series of augmented reality experiences to take families to a place of excitement, creativity, and fun. We included chances to win thousands of prizes to drive visits and time spent; a $10,000 sweepstakes to motivate purchase; and downloadable coloring sheets for offline brand engagement.
On-pack messaging and QR codes, along with integrated media, drove parents and kids to the promotion site to view the adventure map and explore four immersive virtual worlds. Kids and parents could then dive into the Aqua Adventure to interact with an underwater world, explore the Jungle Adventure, track treasure in the Woodland Adventure area, and scout the Dessert Adventure. Whichever world was chosen, users explored a 360-degree augmented reality (AR) experience while searching for the lost treasure chest. Once the treasure chest was located, users clicked to see if they instantly won.
For added engagement, downloadable coloring sheets offered kids another hands-on activity at home. To drive purchase, only consumers who entered the unique code from specialty-marked packages of Lunchables earned an entry into the grand prize sweepstakes for a chance to win $10,000. The more Lunchables purchased, the more sweepstakes entries earned!
Entry image
Entry video
Entry credits
- Tracy Crawford, Senior Account Director, Merkle
- Danielle Gianakis, Client Services, Merkle
- Mark Kwas, Senior Producer, Merkle
- Kyle Morris, Associate Creative Director, Merkle
- Darrin Brege, VP, Creative Director, Merkle
- Jeff DeLiso, Senior Software Engineer, Merkle
- Will Gee, CEO, Balti Virtual
- Colleen Devos, SVP, Account Director, TKH
- Casey Lissau, VP, Creative Director, TKH
- Myranda Rogers, Senior Art Director, TKH
- Ashley Delaney, Associate Director, The Kraft Heinz Company
- Ann Symonanis, Brand Manager, The Kraft Heinz Company
- Molle Klein, Associate Brand Manager, The Kraft Heinz Company
- Estefania Navarro, Marketing Analyst, The Kraft Heinz Company
- Liz Janz, Marketing Manager, The Kraft Heinz Company
- Katie Hunstad, Associate Director, The Kraft Heinz Company
show more
show less
Nominated
Company
Iris Worldwide
Client
PayPal
Summary
The pandemic had an unprecedented impact on retail. People’s hesitancy toward physical payments saw businesses around the world, both big and small, shutter their doors.
As a global leader in payments, PayPal was committed to bringing confidence back to main street for shoppers and sellers alike. Centered around the iconic QR-code, ‘ShopSafe’ launched PayPal’s new innovative touch-free payments to the nation. This vibrant campaign brought that “feel-good” feeling back to shopping, championing the confidence that comes with touch-free payments while also celebrating the small businesses PayPal were committed to helping.
The campaign took over neighborhoods across the country, changing the way people bought and the way businesses sold. Every ad was a direct link to sign-up. With a quick scan, potential buyers and sellers were set up and using PayPal touch-free payments in seconds. From barber shops to dog groomers, street food vendors to cafes, as well as corner shops to national chains, one little code reinvented payments and ultimately gave everyone the confidence to shop safe.
Entry image
Entry video
Entry credits
- Grant Hunter, Global ECD, Iris Worldwide
- Oli Bealby, Managing Director, Iris San Fransisco
- Dipti Bramhandkar, VP Strategy, Iris North America
- Tom Papalouizou, Senior Startegist, Iris Worldwide
- Stella Guimaraes, Account Director, Iris San Fransisco
show more
show less
Highly Commended
Company
PHD UK, ITV, Saatchi&Saatchi
Client
The British Heart Foundation
Summary
How a near-fatal moment on a football pitch led to the swift creation of a powerful media moment for the BHF that created 58,000 more potential life-savers who could make a difference when the unexpected happens.
Entry image
Entry video
Entry credits
- Fergus Barnett, Managing Partner , PHD UK
- Antonia Small, Media Manager, PHD UK
- Victoria Crabb, AVP Group Manager, PHD UK
- George Pilsworth, AVP Group Manager , PHD UK
- Charlie Connolly, New Business Manager, ITV
- Stephen Poole , Group Partnerships Controller, ITV
- Guillermo Vega, Chief Creative Officer , Saatchi & Saatchi London
- Lauren Dyer, Creative Director , Saatchi & Saatchi London
- Tobias Tercic, Copywriter, Saatchi & Saatchi London
- Neil Ritchie, Copywriter, Saatchi & Saatchi London
- Herman Garcia Dietrich, Art Director , Saatchi & Saatchi London
- Kristian Henschel, Planner, Saatchi & Saatchi London
- Paul McHugh, Business Lead, Saatchi & Saatchi London
show more
show less
8
Customer Insight
Nominated
Company
MRM
Client
General Motors
Summary
Our audience was as spoiled as Veruca Salt: “I want it now!” Luxury customers who can afford almost anything and are accustomed to both variety and plentiful inventory. Why wait months on end for sight-unseen Cadillacs?
For a brand that once set the standard in American luxury, a name synonymous with success and having “made it,” Cadillac more recently suffered from both low sales and low opinion. In 2019, market share dipped to just 7% of the luxury market. In 2020, brand opinion was less than half that of top tier makers like Audi, BMW, Mercedes and Lexus (Cadillac at 15 points, vs top tier lux brands at 30+ pts, per internal brand tracking studies). And quality scores were also low, with Cadillac just one point above industry average in the 2020 J.D. Power IQS Study.
In 2021, with this as our backdrop and within our I-want-it-now culture, we had to convince thousands of potential customers that four never-been-seen-before Cadillacs were worth waiting for.
But we centered in on a human experience insight: no one likes to wait… but anticipation is a pleasure.
We realized we could “shorten” the wait and intensify desire by promoting the specialness and rarity infused in these Cadillacs.
We enlisted the designers, engineers, and craftspeople behind the Escalade, CT4 & CT5 Blackwing, and LYRIQ to speak first-hand to the uniqueness and exclusivity imbued in every detail.
Our CRM campaigns combined storytelling with data and tech know-how, netting
Cadillac reservation sell-outs three times in a row.
Entry image
1 CAD BTS Drum OnePager.pdf
Entry credits
- Jeff Cruz, Chief Creative Officer, MRM
- Tiffany Moy-Miller, Group Creative Director, MRM
- Caitlin Pasqualone, Creative Director, MRM
- Nikki DuJardin, Associate Creative Director, MRM
- Tia Perry, Associate Creative Director, MRM
- Lori Sullivan, Global Business Strategy, MRM
- Mark Rebhan, Chief Strategy Officer, MRM
- Cathy Humenik, Group Account Director, MRM
- Laura Quinn, Account Diretcor, MRM
- Renee Triemstra, Director of Strategy, MRM
- Kate Wonsul, CRM, Audience and Personalization Manager, General Motors
- Marcie Perez, Associate Director of Marketing Cross Channel Strategy and Activation, General Motors
- Deana Alicea, Chief of Staff, General Motors
- Meghan Carey, My Rewards Brand Integration Digital Strategist, General Motors
show more
show less
Nominated
Company
DELVE
Client
UNICEF
Summary
For UNICEF USA, DELVE implemented a data-driven ad strategy using Google Marketing Platform that delivered a 200% increase in return on ad spend, 10% year-over-year growth in new donors, and a 40% increase in website conversion rate vs. the previous average.
DELVE integrated all UNICEF USA’s media and campaign data with Google Analytics 360 to generate a full view of UNICEF’s programmatic media efforts. This unified data view allowed DELVE analysts to leverage multi-channel attribution modeling to understand how and when each media line item influenced a user’s propensity to donate throughout the customer journey.
Gaining a full view of the customer journey helped UNICEF USA identify how to distribute budget to tailored messaging that reaches the right audiences, at the right time—and to drive significant growth in new donors and donation revenue.
Entry image
Entry credits
- Robert Enriques, Head of Delivery, DELVE
- Betsy Sellars, Head of Media, DELVE
- Lada Sierra, Head of Programmatic, DELVE
show more
show less
Nominated
Company
Emerging Communications LTD
Client
Ladybird books
Summary
China is a complex market. It goes beyond language and culture.
China is huge; Following the two-child policy launched in 2015, 10 million babies are born each year in China!
Competition is complex and aggressive; The English learning market is worth over £23 billion a year in China. New legislation in 2021 restricted English learning outside of schools, fuelling home learning.
Channels are fragmented and dominated by influencers; China has its own platforms, the largest social commerce in the world, and consumer’s frequently change their habits. Influencers dominate the marketing scene, with recommendations being a key source of purchasing information.
Consumers are served by distributors; Selling to consumers is often through distributors meaning limited marketing control and very little visibility of consumer behaviour.
This poses significant challenges for brands; Huge numbers, stiff competition, tight legislation and very little brand control!
Ladybird, part of Penguin Random House, needed to maintain the relationship with distributors, get under the skin of what parents actually wanted and control the purchasing cycle, all whilst protecting the brand!
We delved deep to understand the target audience and then used these insights into today’s Chinese parents to guide a strategy and subsequent pilot campaign to grow brand reach, and engage with Chinese parents on a true 1-2-1 level, in an authentic and engaging way.
In two months we reached over 498,000 parents with over 18,000 parents actively engaging and outsold all competitors on Ladybird’s distributor’s official e-commerce channel in February 2022 .
Entry image
Entry video
Entry credits
- Domenica di Lieto, CEO, Emerging Communication
- Hester Gao, Communication planner, Emerging Communications
- Kate Li, Account director, Emerging Communications
- Amber Wu, Account director, Emerging Communication
- Sophia Yu, Senior account executive, Emerging Communication
- Rocky Chi, Head of planning, Emerging Communication
show more
show less
Award
Company
Zenith UK
Client
Reckitt
Summary
The sexual health category has always been aimed squarely at heterosexuals, leaving the LGBTQ+ community feeling ignored. Durex needed to lead a change, and fast.
We partnered with Grindr and HER to undertake the biggest ethnographic study ever into this community. Using a mix of panels, surveys, influencer and social posts and a live Q&A, we created safe spaces for this audience to speak openly about their sexual experiences.
Using the insights and results from the survey, in collaboration with Grindr and HER, #MySexMyWay campaign was developed, a series of stories that opened up how the LGBTQ+ community feel about sex.
What initially started as an insight piece was so powerful that it became the communication. It was clear that parts of this community feel at once chased down and ignored. Some feel frightened. We needed to take what they were telling us and use it in our communications to change the way the whole category presents itself.
Thanks to this work, we went from being a sexual health brand for straight people, to a ‘brand for people like me’ for the LGBTQ+ community.
Entry image
Entry credits
- Gemma Ramsay, Planning Director, Zenith UK
- Florence Ospici-Boyadijan, Group Strategy Director, Zenith UK
- Giulia Bardelli, Planning Manager, Zenith UK
- Kush Bhardwaj, Business Director, Zenith UK
show more
show less
Highly Commended
Company
BBH
Client
Tesco
Summary
Helpfulness is baked into Tesco’s DNA. But a business can only really be helpful if it's listening closely to what’s going on with its customers — and can turn this insight into action that also delivers growth.
This is the story of how we went beyond the usual communications shaping insight into brand shaping insight: the type that changes what a brand offers its customers in a more fundamental way.
It’s about how Tesco adopted a strategy of Brand Altruism to pull off a great win-win for the nation and for the supermarket.
It’s about how listening and caring led Tesco to do what most consultants would advise against: eat into their own margins to deliver on their brand promise.
It’s about how finding tensions, reading between the silences, and seeing pain in peoples’ (and pets’) eyes led to new products, new services, and new acts from Britain’s biggest supermarket.
It’s about how this emboldened the supermarket to take more risks, push more boundaries, add a helpful voice to everything from the pubs reopening to a national tragedy, contribute to the Brand Index score lifting +8%, inspire conversation that achieved a Net Sentiment Score of +21%, and ultimately be more helpful to millions of Britons.
It’s the stone-cold proof, Every Little Insight Helps.
Entry image
Entry credits
- Sarah Parmar, Head of Campaigns and Consumer PR at Tesco, Tesco
show more
show less
Nominated
Company
Unilever, Mindshare, InMobi
Client
Unilever, Mindshare
Summary
Lifebuoy took on the goal to fight Coronavirus by arming Indonesians in the fight against COVID with the power of real-time data. To achieve this, Lifebuoy leveraged real-time consumer insights to conduct weekly surveys across the six key regions identified in Indonesia. Five key indicators were measured: awareness of preventive measures, individual efforts to disengage from social gatherings, frequency of handwashing, availability of sanitizer, and store accessibility.
Lifebuoy received 62,000 responses from Indonesians in just eight weeks. Lifebuoy then identified four audience segments to reach decision-makers across homes - young mothers, older mothers, single millennial women, and single millennial men. Based on several factors that determined the local reality, including the region, COVID preparedness score, the number of Covid cases, and the target group they were reaching, Lifebuoy created 72 unique video ads as part of this mobile-first programmatic campaign.
In order to reflect the on-ground reality of each Indonesian, every ad was customized based on a variety of dynamic elements: the province each user lived in, the number of cases in the area, the daily habits of residents in the area, as well as the persona of the end-user. When users clicked on the video, they were redirected to a webpage where users could purchase a whole range of Lifebuoy products which could help them keep safe during challenging times.
Entry image
Entry video
Entry credits
- Cadika Rachmawan, Sales Lead, InMobi
- Sawitri Sadjimo, Sales Manager, InMobi
- Stefany Atmadja, Interactive Art Director, InMobi
- Vindy Sofina, Senior Interactive Designer, InMobi
- Aishwarya Singh, Account Manager, InMobi
- Nitin Prahlad Navaratna, Head - Strategic Partnerships SEA, InMobi
- Eka Sugiarto, Media Director for SEAA, Unilever
- Maulani Affandi, Marketing Manager, Unilever
- Leonardo Natamihardja, Digital Manager, Unilever
- Mulyarasti Soehoed, Senior Brand Manager, Unilever
- Nadine Rivanty Rosinu, Assistant Brand Manager, Unilever
- Maria Dominika Theresia, Media Team, Unilever
- Rahul Ramachandran, Principal Partner - Client Leadership, Mindshare
- Wenisah Octavia, Planner, Mindshare
- Fivyolen Hendra, Sr, Content Strategist, Mindshare
- Ninda Fenia, KOL Specialist, Mindshare
- Andreas Binsar Panjaitan, TV Specialist, Mindshare
- Anurag Sure, Digital Audience Lead, Mindshare
show more
show less
Nominated
Company
Pinterest
Summary
Trend reports that look back are so last year. Pinterest Predicts used their platform’s forward-looking data to give advertisers the insights they need… from the future.
Pinterest Predicts equipped advertisers with a secret weapon they've never had before—a window into the future. With a strong mix of online and offline multi-channel experiences, advertisers were fully immersed into our not-yet-trending report that helped them get ahead of future trends and strategically plan their upcoming marketing efforts.
Entry image
Entry video
Entry credits
- Andréa Mallard, Chief Marketing Officer, Pinterest
- Celie ONeil-Hart, Creative Director, Content and Writing, Pinterest
- James Hurst, Creative Director, Design, Pinterest
- Talia Parnass, Senior Lead, Business Marketing, Pinterest
- Jenna Landi, Head of Brand Insights, Pinterest
- Micaela Brookman, Senior Lead, Business Marketing, Pinterest
- Sue Chen, Senior Lead, Creative Ops, Pinterest
- Leah Gordon, Senior Manager, Ads Writing, Pinterest
- Jim Habig, Head of Business Marketing (fmr), Pinterest
- Alejandro de la Villa, Lead, Brand Writing, Pinterest
- CatherineRose Mountain, Senior Internationalization Program Manager, Pinterest
- Cynthia Zhang, Analyst, Pinterest
- Ella Petlicka, Senior Internationalization Program Manager, Pinterest
- Alexandra Nikolajev, Senior Lead, Creator Content & Partnerships, Pinterest
- Kelsey Bryden, Designer, Pinterest
- Shani Syphrett, Brand Marketing Lead, Consumer, Pinterest
- Brandi Steele, Designer, Pinterest
- August Mcmullin, Designer, Pinterest
- Felicia Baskin, Senior Lead, Content Marketing, Pinterest
- Graham Roth, Product Manager, Growth, Pinterest
- Philip Czapla, Brand Designer, Pinterest
- Carly Wallace, Creative Strategy Program Manager, Pinterest
- Amiyra Perkins, Senior Lead, Creative Strategy, Pinterest
- Ana Todd, Manager, Platforms and Tools, Pinterest
- Jordan DiSanto, Product Designer, Pinterest
- Maya Wong, Brand Writer, Creators, Pinterest
- Ashley Jones, Product Marketing Manager, Pinterest
- Namita Gupta, Creator Marketing Lead, Pinterest
- Michelle Van Houten, Creative Producer, Pinterest
- Swasti Sarna, Data Comms Manager, Pinterest
- Ali Burgis, Creative Producer, Pinterest
- Juliette Chatelain, Communications Manager, Pinterest
- Eric Wahlgren, Content Programs Director, Pinterest
- Laura Amschel, Creative Producer, Pinterest
- Maria Breaux, Writer, Pinterest
- Sydney Stanback, Advertiser Researcher, Pinterest
- Amelia Zak, Content Marketing Associate, Pinterest
- Mary-Claire Rotticci, Marketing Counsel, Pinterest
- Megan DAlessio, Inclusion & Diversity Business Partner, Pinterest
- Lissa Healy, Inclusion & Diversity Business Partner, Pinterest
- Cristina Francisco-McGuire, Diversity Business Partner, Pinterest
- Amy Dziewiontkoski, Sales Manager, Pinterest
- Anisha Vasandani, Technical Program Manager, Pinterest
- Joey Weber, Content Editor, Pinterest
- Marta Matias, Brand Writer, Pinterest
- Jenny Kindness, Product Marketing Manager, Pinterest
- Kayte Korwitts, Content Manager, Pinterest
- Elizabeth Luke, Senior Communications Manager, Ads, Pinterest
- Cierra Yetts, Brand Communications Manager, Pinterest
- Kimmie Glass, Comms Manager, Pinterest
- Arianna Thomas, Communications Manager, Consumer, Pinterest
- Ashley Mossman, Communications Manager, Pinterest
- Rachel Murphy, Writer, Pinterest
- Kevin Darouian, Designer, Pinterest
- Jaime Pham, Creative Strategist, Pinterest
- Stephanie Halovanic, Writer, Pinterest
- Nune Mesropyan, Email Marketing Manager, Pinterest
- Whitney Paul, Marketer Researcher, Pinterest
- Visha Kudhail, Business Marketing Director, Europe, Pinterest
- Elizabeth Mansfield, Head of Americas + APAC Business Marketing, Pinterest
- Ara Ko, Business Marketing Lead, US, Pinterest
- Yen Conrod Tran, Business Marketing Lead, CA, Pinterest
- Luis Benini, Business Marketing Lead, LATAM, Pinterest
- Britta Hindrichs, Business Marketing Lead, DACH, Pinterest
- Mai Yanagishima, Business Marketing Manager, JP, Pinterest
- Lyndsay McGregor, Content & Social Marketing Manager, Pinterest
- Pierre Gayno, Business Marketing Manager, FR, Pinterest
- Ashish Arya, Vertical Strategy & Insights Lead, Pinterest
- Sarika Sangwan, Senior Lead, Global Audience Marketing, Pinterest
- Sehar Mahmood, Creative Strategy Program Manager, Pinterest
- Melissa Chen, Data Comms Analyst, Pinterest
- Jacinth Yew, Creator Growth Specialist, Pinterest
- Alistair Webb, Creative Director, Made Thought
- Isabella Shoepfer, Project Director, Made Thought
show more
show less
Nominated
Company
BBH London
Client
Tesco
Summary
This is the story of how Tesco judged the mood of the nation just right with a point of view that matched how customers were feeling in the moment, making them feel that “Tesco just gets it” even though the context within which we were operating had become much more difficult for the following reasons:
1. Customers were reverting to pre-pandemic shopping behaviours - splitting their shopping between different supermarkets.
2. Customers no longer had one, universally shared experience of Covid.
Rather than ignoring reality and developing a campaign that was agnostic of this context, we decided to run headlong into the uncertainty.
To do this:
1. We identified the one certain thing that wouldn’t change no matter the context: the British Nation’s attitude of joyful defiance.
2. We amplified this attitude in a way that drove fame and talkability.
3. We built in ongoing flexibility to ensure our campaign was able to adapt to whatever the context when Christmastime came.
The net result was a campaign that delivered:
* The highest levels of talkability in the category (with social conversation 50% higher than John Lewis and 55% higher than our 2020 campaign)
* Tesco’s highest ever scores for the dual key messages of food quality and value
* A 2.7% increase of Christmas sales in the UK & ROI, that gave Tesco its highest market share in four years.
Entry image
Entry video
Entry credits
- Dean Matthewson, Strategy Director, BBH London
- Sarah Parmar, Head of Campaigns and Consumer PR at Tesco, Tesco
show more
show less
7
Not for profit
Nominated
Company
Havas London
Client
Nubian Jak Community Trust
Summary
London’s famous blue plaques have served as a permanent tribute to Britain’s notable men and women since 1866. Yet only a handful of those honoured are of African or Caribbean descent. Ignored or discriminated against by the establishment during their lifetime, many historically significant individuals continue to be excluded posthumously. Their names and the important contributions they made to society are at risk of being erased from history forever. The Black Plaque Project seeks to preserve this precious history and keep these stories alive so they can inspire future generations of Britons.
Entry image
Entry video
show more
show less
Nominated
Company
Mind
Summary
We created he Mind Blue Light programme to provide specialist mental health support to emergency services personnel across the UK. The programme originally ran between 2015 – 2019 and was relaunched in 2021 in response to the extreme pressure that the pandemic has had on emergency services personnel.
Our research found that just over two thirds of emergency responders felt their mental health had deteriorated as a result of the pandemic. Not only that, many emergency responders also told us that they often feel additional pressure from the media, general public, and even from colleagues, friends and family. Hailed as "heroes", or villainised for not doing enough, the weight of expectation can be overwhelming.
Despite this, many are reluctant to reach out for help. Our programme offers emergency responders in the ambulance, fire, police and search and rescue services easily accessible, tailored support, while tackling the stigma surrounding mental. We wanted emergency responders to feel that their mental health is just as important as that of the people they support.
We achieved this through a multi-faceted creative campaign, which included a new website tailored to emergency service support, a campaign film shown across digital and BVOD, a radio advert, OOH media, paid and organic social, and national media coverage. The campaign had over 27 million impressions, predominantly from emergency responders and their friends and families. And we achieved almost 14 times our web traffic target.
Entry image
Entry video
Entry credits
- Emily Cowan, Senior Marketing and Communications Officer, Mind
- Amy Anye, Marketing Manager, Mind
show more
show less
Highly Commended
Company
Tin Man
Client
Guide Dogs
Summary
E-scooters are appearing everywhere across the UK – seen by many to provide green, affordable and fun journeys. However, this is not the case for the visually impaired. For this community, e-scooters can be a silent menace.
Guide Dogs wanted to lobby for government regulation on the safer use of privately owned e-scooters.
Tin Man needed a thoughtful yet bold campaign strategy that would help garner support and create conversation and cut through in mainstream media.
Introducing, the UK’s first ever crash testing of e-scooters. A shocking experiment which revealed that when e-scooters were ridden at 15.5mph, (the legal speed limit of government rental scheme scooters), a collision could kill a pedestrian.
Armed with dramatic content, impactful data, a charity spokesperson and a strong point of view, we secured 18 national news features and 24 broadcast slots including a money-can’t-buy 6-minute segment on BBC Breakfast. In addition, the campaign has delivered a 142% rise in awareness that e-scooters are dangerous to the visually impaired and 13,000 signatures to the petition to regulate private use.
And hot off the press, following this campaign, a universal sonic warning signal is being developed by public schemes to warn people with sight loss that an e-scooter is approaching.
Watch the campaign film here: https://vimeo.com/671112203/4789e7c915
Entry image
Entry video
Entry credits
- na na, na, na
show more
show less
Award
Company
Cow
Client
World Animal Protection
Summary
Say the word ‘farm’ and it immediately conjures up idealised images of green fields, jolly farmers and happy, contended animals grazing in open countryside. It a construct that starts at the earliest stages of learning – in books, songs, cartoons and even toys – yet couldn’t be further from the reality of modern, intensive farming.
Over 50 billion of the world’s 70 billion farmed animals live in cruel, unnatural conditions that are not only harmful to their welfare, but also to people and the planet.
Tasked with developing a campaign on the cruelty and environmental impact of factory farming in time for COP26, creative agency Cow went back to childhood. Welcome to Factory Farm Play Set, a one-off, hyper-real adaptation of the traditional children’s farmyard toy.
Having created the toy, Cow and World Animal Protection staged and captured a social experiment to see what happened when four young children were presented with the set for play and whether they would attempt to fix it. Their reaction was poignant, powerful, and inspiring, landing a simple message: ‘If children can see factory farming is wrong, why can’t we?’.
Launched in November Factory Farm Play Set was featured in the likes of The Guardian, The Independent and Daily Star during COP26 and continued to create earned national and global media coverage and high-volume organic social share months after it first appeared.
Entry image
Entry video
Entry credits
- Mark Perkins, Creative Director, Cow
- Matt Wilcock, Creative Director, Cow
- James Richards, Account Manager, Cow
- Hannah Jones, Account Executive, Cow
- Eliot Carroll, Executive Producer, Tinderflint
- Lindsay Duncan, UK Campaign Manager , World Animal Protection
- George White, UK Communications & Media Officer, World Animal Protection
- Debbie Curtis, UK Head of Communications, World Animal Protection
- Emily Cunningham, UK Communications Officer, World Animal Protection
- Lauren French, UK Digital Manager, World Animal Protection
show more
show less
Nominated
Company
Radley Yeldar
Client
WRAP (Recycle Now)
Summary
Every September, Recycle Now, the UK’s campaign for recycling, runs Recycle Week. This nationwide multi-channel event unites brands, retailers, local authorities, trade associations, governments and the media in encouraging the public to recycle more of the right things, more often. Every year, its central theme taps into the national zeitgeist. In 2021, with the world re-opening and COP26 approaching, Recycle Week became about highlighting the impact of recycling on CO2 emissions in the UK – reminding the nation that recycling is a powerful everyday way to fight climate change. If we could all just “Step It Up” when it came to recycling, we could collectively make an even bigger impact. The campaign had to encourage its audience with relatable information, not frighten them into inactivity with negative climate messaging. It had to restore public faith in recycling as a force for good after anti-recycling narratives had arisen in the media. It had to direct people towards Recycle Now’s powerful recycling locator tool, to help them recycle more materials. And it had to do it all on a not-for-profit budget, with tight turnarounds, and unexpected hurdles. The result? Our greatest Recycle Week yet, embracing film, social content, celebrity and influencer activity, prime-time TV segments, huge brand partners, community engagement, and a spectacular street art collaboration that brought its message to the people in a wholly creative and environmentally positive way. The project achieved all its objectives and more besides, leaving us with an exciting challenge to go even further in 2022.
Entry image
Entry video
Entry credits
- Fran Payne, Creative Lead, Radley Yeldar
- Meg Jordan, Lead Copywriter, Radley Yeldar
- Harry Fowler, Graphic Designer, Radley Yeldar
- Ali Currie, Client Partner, Radley Yeldar
- Emma Hutley, Project Manager, Radley Yeldar
- Eileen Chen, Sustainability Consultant, Radley Yeldar
- Jonathan Shanahan, Sustainability Camapaigns Director, Radley Yeldar
- Fiona Boakes, Producer, Radley Yeldar
- James Lawes, Director, Freelance
- Matt Glen, Camera Operator, Freelance
- Ed Smith, Gaffer, Freelance
- Josh True, 1st AC, Freelance
- Ben Banayo, 1st AC, Freelance
- Hayley Day-Calder, Production Assistant, Radley Yeldar
- Max Brodie, Sound Design, Freelance
- Johnny Lee Mills, Editor, Freelance
- Roberta Scialla, Animator, Radley Yeldar
- Sam Radley, Creative Artworker, Radley Yeldar
- Roland Wood, Creative Artworker, Radley Yeldar
- Dan Jones, Creative Artworker, Radley Yeldar
- Blank Walls, Mural Creators, Blank Walls
- Woskerski , Artist, Freelance
- Laura Nelson, Artist, Freelance
- Leo Boyd, Artist, Freelance
- Mul , Artist, Freelance
show more
show less
Nominated
Company
Digitas
Client
Ascend
Summary
In 2021, in the face of Asian hate, Digitas teamed up with Ascend to launch a campaign that would spark much-needed conversation around the invisible barriers that keep Pan-Asian professionals from achieving their potential in Corporate America.
30% of AAPI professionals report workplace discrimination. Yet the vast majority of people of other say discrimination against Asians is non-existent. We set out to show the world what’s beneath the numbers that prop up the ‘Asian success story’ and make people confront the truth about the AAPI experience with a call for systemic change.
Despite the fact that AAPI professionals often find success, so many are held back from reaching their full leadership potential due to bias, stereotypes and cultural differences. On one side, everything seems to be going great. They’re at the top of their careers. But on the Other Side, they’ve had to overcome real challenges to get there.
To illuminate the inequities faced by this community, The Other Side campaign centered around real stories from AAPI professionals across industries who volunteered to share deeply personal stories about their own Other Side experience. By sharing their stories across a multitude of platforms, but starting with LinkedIn, our goal was to leverage their influence to both educate and inspire action among both AAPI professionals and corporate executives with the power to create change within their organizations.
Entry image
Entry credits
- Atit Shah, EVP, Chief Creative Officer, Digitas
- Michelle Tang, CMO, Digitas
- Nathalie Huni, EVP, Head of Design, Digitas
- Jennifer Awasano, SVP, Creative, Digitas
- Christina Goswiller, VP, Director Social Strategy , Digitas
- Michelle Chan, VP, Director Creative Strategy, Digitas
- Renee Alvarado, Associate Director Creative, Digitas
- Priya Wittke, VP, Account Director, Digitas
- Greg Lederer, VP, Group Director Executive Producer, Digitas
- Malissa Strahan, Associate Director, Digital Producer, Digitas
- Anna Johnson, Associate Director, Digital Producer, Digitas
- Tasha Royzina, Group Director, Business Affairs, Digitas
- Stuart Pidrak, Manager, Business Affairs, Digitas
- Peter McCann, SVP, Head of Integrated Production, Digitas
- Sergio Castro, SVP, Production, Digitas
- Cesar Avellaneda, Associate Video Director, Latam
- Dariella Pietri, Senior Motion Designer, Latam
- Oscar Chavarria, Principal Creative Designer, Digitas
- Gina Grosso, Head of Production, The Pub
- Dada Shikako, DP/Director, The Pub
- Michelle Rand, Producer, The Pub
- Alec Hoffman, Associate Producer, The Pub
- Marissa Mandarino, Retouching & Producing Lead, The Pub
- Sean Halliday, Retouching, The Pub
- Jack Battiste, Retouching, The Pub
- Pamela Rodgers, Production, The Pub
- James Du, Production, The Pub
- Tim Konn, Executive Producer, Another Country
- Jordan Stalling, Audio Engineer, Another Country
- Logan Vines, Assistant Audio Engineer, Another Country
show more
show less
Nominated
Company
PHD UK, ITV, Saatchi&Saatchi
Client
The British Heart Foundation
Summary
How a near-fatal moment on a football pitch led to the swift creation of a powerful media moment for the BHF that created 58,000 more potential life-savers who could make a difference when the unexpected happens.
Entry image
Entry video
Entry credits
- Fergus Barnett, Managing Partner, PHD UK
- Antonia Small, Media Manger, PHD UK
- Victoria Crabb, AVP Group Manager , PHD UK
- George Pilsworth, AVP Media Group Manager, PHD UK
- Charlie Connolly, New Business Manager, ITV
- Stephen Poole, Group Partnerships Controller, ITV
- Guillermo Vega, Chief Creative Officer , Saatchi & Saatchi London
- Lauren Dyer, Creative Director , Saatchi & Saatchi London
- Tobias Tercic, Copywriter , Saatchi & Saatchi London
- Neil Ritchie, Copywriter, Saatchi & Saatchi London
- Herman Garcia Dietrich , Art Director , Saatchi & Saatchi
- Kristian Henschel, Planner, Saatchi & Saatchi London
- Paul McHugh, Business Lead , Saatchi & Saatchi London
show more
show less
8
Travel and Tourism
Nominated
Company
OneFifty Consultancy
Client
Airbnb
Summary
This is how an influencer campaign with a simple mechanic but a strong focus on audience targeting and content outputs generated over 800 pieces of content, engagement rates of nearly 10% and 6,200 bookings. That’s what we call a commercially successful use of influencers!
Entry image
Entry video
Entry credits
- Katie Buckett, Co-Founder, OneFifty
show more
show less
Nominated
Company
Zerotrillion
Client
Niagara Falls Tourism
Summary
It’s spring of 2021, and live music had never been less alive at Niagara Falls. Rolling lockdowns and a long-term ban on live events had decimated a region whose brand is built on entertainment and relies on tourism.
So, we pitched Alessia Cara, 2018 Grammy winning Breakout Artist of the Year to launch her second album from Niagara Falls with an offer she could not refuse.
The partnership put Niagara Falls at the heart of culture and married up Alessia’s story of reemergence with the destination’s reopening. Working together allowed us to create a robust program that delivered over $4 million in paid media value for Niagara Falls and Alessia Cara from tier one placements. And most importantly, reinforced that Niagara Falls was indeed the ‘Entertainment Capital of Canada’.
Entry image
Entry video
Entry credits
- Alex Paquin, Chief Executive Officer, Zerotrillion
- Adam Fierman, Global Creative Director, Zerotrillion
- Aubrey Podolsky, Executive Strategy Director, Zerotrillion
- Elysia Ravenscroft, Business Director, Zerotrillion
- Jack Towers, Senior Designer, Zerotrillion
- Teal Minisofer, PR & Communications Manager, Zerotrillion
- Alex Paquin, Executive Producer, StudioTrillion
- Simon Devenyi, Executive Producer, StudioTrillion
- Lina Beaudin, Executive Producer, Nordest Studio
- Adam Fierman, Screenwriter, StudioTrillion
- angelica milash, Director, (freelance)
- angelica milash, Screenwriter, (freelance)
- Elysia Ravenscroft, Producer, StudioTrillion
- Aubrey Podolsky, Associate Producer, StudioTrillion
- Pierre Campbell, Production Manager, (freelance)
- Lester Millado, Director of Photography, (freelance)
- Dario Caracciolo, Behind the Scenes Cinematographer, (freelance)
- Gabriel Shubat, Behind the Scenes Photographer, (freelance)
- Anna Catley, Editor, (freelance)
- Leah Lalich, Editor, (freelance)
- Robin Reumers, Sound Designer (Music), (freelance)
- Dana Gadsden, Audio Producer, TA2 Sound + Music
- Jane Garrah, Post Executive Producer, Alter Ego Post
- Conor Fisher, Colourist, Alter Ego Post
- Patrick Samaniego, Colourist, Alter Ego Post
- Steve Gadsden, Sound Designer (Full Production), TA2 Sound + Music
show more
show less
Highly Commended
Company
Travel Chapter
Summary
Canine Critics by Canine Cottages is a creative, integrated campaign with a key goal of database growth, increased consumer engagement and brand awareness. Over 4 months, 10 dogs were hired from a pool of 49,223 applicants to ‘work’ for Canine Cottages, reviewing properties and becoming long-term brand ambassadors. The recruitment process was driven via social media and press coverage, working to achieve an email database growth objective, reaching approximately 24% of dog-owners in the UK and benefitting the SEO strategy with great increases in ranking positions.
Entry image
Entry credits
- Shannon Keary, PR & Communications Manager, Travel Chapter
- Hayley Kitto, CRM Marketing Manager, Travel Chapter
- Simon Lockyer, Social Media Manager, Travel Chapter
- Emma Crowe, Head of Customer Marketing, Travel Chapter
- Hannah Jury, SEO Manager, Travel Chapter
- Katie Bott, Studio Manager, Travel Chapter
- Dominique Ball, Marketing Manager, Travel Chapter
- Scott Dignam, UI Designer, Travel Chapter
- Chris Ranken, Graphic Designer, Travel Chapter
- Kate Williams, Research & Content Writer, Travel Chapter
- Courtney Kelly, Research & Content Writer, Travel Chapter
show more
show less
Nominated
Company
Wavemaker UK
Client
London & Partners
Summary
The Covid-19 pandemic decimated London’s domestic and international tourism sector across 2020-21. In a show of unity, London & Partners and the Mayor’s office brought together London’s hospitality industry, putting competition aside, and pooling their resources to save the London economy.
Together, we created a rallying cry for the UK’s couples, families—#LetsDoLondon—which focused on recruiting domestic tourists through smart, highly targeted media planning.
People who had money to spend, people who were pre-disposed to a few days away, people who were on a train line, people who loved culture, people who wanted family fun, people who wanted love—all flocked to London in their thousands.
Leveraging the distinctive qualities of a brand platform that appealed to a nation’s sense of pride, our campaign turned an investment of £6m into a summer return of £70m to ignite an embattled city’s flame for recovery.
Entry image
Entry video
Entry credits
- Dom Mellin, Planning Director, Wavemaker UK
- Gavin Laisby, Managing Partner, Wavemaker UK
- David Graham, Strategy Partner, Wavemaker UK
- Ed Sellier, Strategy Lead, Wavemaker UK
- Ashleigh Whitehouse, Research Director, Wavemaker UK
- Victoria White, Senior Planner, TMW Unlimited
- Eliza Ferguson, Marketing Manager, London & Partners
- Simon McCaugherty, Marketing Director, London & Partners
show more
show less
Nominated
Company
TMW Unlimited
Client
London & Partners
Summary
Post pandemic, London was on its knees. People had been forced into new behaviours, specifically around staying local, and they’d forgotten the variety and excitement London offers. This significantly impacted London’s economy, with £11 billion lost in visitor revenue.
So, how could we persuade people to leave their hometowns and visit again?
After lockdown, we knew people were craving reconnection with family, friends, experiences and life. What better place to do this than a city brimming with places to visit and things to do? Our solution was to position London as the place to reconnect, for everyone and every need.
But there was a catch: this had to be ready to go when the new Mayor of London was announced – a six week turnaround. We needed a powerful idea to emotionally engage with the national need for reconnection, which could be delivered at speed, while retaining its emotional strength.
Entry image
Entry video
Entry credits
- Simon McCaugherty , Director, Consumer Marketing , London & Partners
- Eliza Ferguson, Consumer Marketing Lead, London & Partners
- Katie Foster, Consumer Marketing Manager, London & Partners
- Trevor Summers, Head of Marketing Creative, London & Partners
- Grame Noble, Chief Creative Officer, TMW Unlimited
- Phil Rhodes, Creative Director, TMW Unlimited
- Alexei Awan, Senior Art Director, TMW Unlimited
- Lisa Morris, Copywriter, TMW Unlimited
- Matthew Vaughan, Senior Copywriter, TMW Unlimited
- Victoria White, Senior Planner, TMW Unlimited
- Karen Morris, Business Director, TMW Unlimited
- Alex Gillespie, Senior Account Director, TMW Unlimited
- Millie Graham-Campbell, Head of Production, TMW Unlimited
- Tom Reese Kaye, Senior Editor, TMW Unlimited
- Silence @ Curate Films, Production company, Silence @ Curate Films
- Micki Colker-Pearlman, TMW Unlimited, Producer
- Carl Burke, DOP, TMW Unlimited
- Ben Aitken, Audio Post-Production, Another Tongue
show more
show less
Award
Company
Qumin
Client
Moxy Hotels
Summary
Tasked with launching a new youth brand hotel in Shanghai, we set out to achieve a world first, "The Blank Canvas Hotel".
For the first time in history, China’s youth feel emboldened to shake off the shackles of social pressure to “settle”, so we positioned Moxy as the home for the brave.
We found 9 aspiring creatives and sent them custom-made concrete "mystery boxes" with a brief and tools to inspire… enlisting them to produce unique art pieces for the hotel – sculptures, graffiti, DJ-sets, and more.
We told their story through a series of 18 videos tailored for Douyin (Chinese TikTok), and ran a #challenge, inviting others to create M.O.X.Y. from everyday objects, creating #MAKEMOXYYOURS.
The campaign culminated in a launch party art exhibition, generating awareness with over 500M video views, 7M Likes, 7K UGC videos, 443K homepage visits, 90% occupancy rate in the weeks following.
Entry image
Entry video
show more
show less
Nominated
Company
Frame
Client
Northern
Summary
In the context of post-Covid recovery of the travel industry and negative brand sentiment, Frame’s job was to help re-position Northern as the rail service for the people of the North.
Through customer research and concept testing, we understood that our audiences need for human connection, joy and reliability was more heightened in the wake of the pandemic than it had ever been before.
By acknowledging this and positioning customers at the heart, our ‘Go Do Your Thing’ brand platform and integrated Summer launch campaign allowed Northern to transition from being seen as a utility, to a brand Northerners can really connect with. One that understands how they fit in to people’s lives, and the positive impact they can have.
This has created the foundation for long-term improvements in brand perception and revenue growth; with the campaign increasing brand sentiment to +1.3 (from -10) and delivering a 5:1 ROI.
Entry image
Entry video
Entry credits
- Claire Rowland, Head of Sales & Marketing, Northern
- Stuart Goulden, Marketing, Northern
- Nicola Devine, Account Director, Northern
- Gill Wylie, Head of Planning , Frame
- Callum Robertson, Joint Creative Director, Frame
- Simon Parker, Senior Creative, Frame
- Richard Oliver, Director, MTP
- James Heath, Executive Producer, MTP
- Alysia Maciejowska , Executive Producer, MTP
- Dave Birchall, Producer, MTP
show more
show less
Nominated
Company
EMEA Marketing
Summary
Skyscanner - the leading global travel search site providing online comparisons for flights, car hire and hotels - operates a partner programme which offers publishers the opportunity to earn a share of the commission they make on bookings. In order to deliver the migration of 12,000 affiliate partners, its team leveraged innovative, automated technology, along with personalised reminders, reporting and link-scanning tools. This was combined with a human focus from Skyscanner’s team which created new strategies for effective publisher communication, both internally and externally. Certainly it was no typical migration when Skyscanner decided to consolidate from two separate affiliate networks and an in-house programme to impact.com as its technology partner. But a unified approach and the use of automation went on to deliver enormous increases in volumes - with the programme’s booking volume increasing 77% year on year post-migration; smashing an already ambitious growth target (+50%) by a further 27%.
Entry image
Entry credits
- Cameron Townsley, Senior Communications and Events Executive, The Digital Voice
show more
show less
7
Social Purpose
Nominated
Company
Cow
Client
Brixton Brewery
Summary
Craft beer has often been labelled for 'hipsters' and marketed to young, urban professionals. Brixton Brewery wanted to change that with a campaign that celebrated older generations in the community who help forge and shape the rich cultural diversity of the local area.
During the pandemic older people had suffered the most from isolation and loneliness. With the country set to re-open in the summer, we knew this was cause for national celebration, yet many older people would again be left out. Secondly, we wanted to use our campaign to bust clichés and stereotypes about senior citizens.
We wouldn’t just show that craft beer could be enjoyed by older people in the community, but we’d create one especially for them too. Introducing Generation Pale Ale, a purpose brewed craft beer from Brixton Brewery, created to bring young and older people together after lockdown – with all proceeds going directly to help AgeUK Lambeth continue its essential work.
Launched with content featuring stereotype busting over-60s, boosted on social by viral sensation Jackie Weaver and supported with 'bring Your gran For a Can', a cross-generational party any the Brixton Brewery Tap Room, this ishow a craft beer and a community came together for the first time and did something magical after a miserable, awful period for everyone.
Entry image
Entry video
Entry credits
- Mark Perkins, Creative Director, Cow
- Sam Hodder, Account Executive, Cow
- Lloyd Abbott, Account Director, Cow
- Jez Galaun, Co-founder, Brixton Brewery
- Xochitl Benjamin, Co-founder, Brixton Brewery
- Sophie Strang, Brand Marketing Manager, Brixton Brewery
- Zoe Burton, Community Fundraiser, Age UK Lambeth
- Matt Wilcock, Creative Director, Cow
show more
show less
Nominated
Company
Mindshare UK
Client
Hellmann's, Unilever
Summary
Hellmann’s is on a mission to say No to waste and Yes to taste and is the ideal ingredient for turning leftovers into tasty meals. That’s why we created the first sustainability-led ad-funded programme in the UK for Hellmann’s – to raise awareness of the scale of the food waste problem and the fact that it’s a major contributor to global greenhouse gases. We demonstrated to people real, practical ways they could change their cooking and eating behaviours and make a real difference for themselves and the wider world.
Entry image
Entry credits
- Tess Domenet, Account Director, Mindshare UK
show more
show less
Nominated
Company
Fanbytes
Client
Public Health England
Summary
Throughout the pandemic, Fanbytes worked with PHE to create an influencer-first communications strategy that would reach, engage and educate young people.
We knew that many 14-25 year olds were confused and anxious about COVID, the restrictions they were facing, and the regularly changing guidance. There was also a lot of misinformation online particularly around the vaccines and tests.
Fanbytes crafted messaging for specific cohorts, focussing on their hesitancies and motivators - and targeted ultra-specific audiences, allowing us to communicate effectively.
Our 2021/22 campaign ran in two phases from March 2021 onwards; the first was to encourage young people to take regular tests for COVID-19 so that we could better control the spread of the virus; the second was to provide education, information, and reassurance around vaccinations. For the second phase, we created the #TestReadyChic hashtag and campaign - encouraging users to post their 'Glow Up' on TikTok including taking an LFT. This tapped into TikTok's popular transformation style content and was an incredible success (the hashtag currently has over 5 billion views).
The overall campaign achieved an incredible 33 million organic views – an over-delivery of 11 million vs the set KPI – as well as 3.2 million organic engagements. The #TestReadyChic challenge also delivered 300% over the forecasted results in the UK, and 1,000% globally.
Fanbytes continue to help the government drive information to Gen Z audiences around other important issues such mental health and employment.
Entry image
Entry video
Entry credits
- Joe Saw, Director of Operations, Fanbytes
- Annalie Coia, Senior Account Manager, Fanbytes
show more
show less
Nominated
Company
Brother Brother Film
Client
The Medaille Trust
Summary
The Medaille Trust exists to provide freedom from modern slavery and raise awareness about human trafficking. Even if there are currently 136,000 cases in the UK alone, people still think that modern slavery only happens in other countries.
On World Day Against Trafficking in Persons, Brother Brother Film and The Medaille Trust launched the social film “Marked for Life” to enlist tattoo artists in the fight against human trafficking in the UK. The idea behind this project is to educate tattooists to spot the signs of modern slavery and stop traffickers in their tracks. The thought-provoking film documents the story of a survivor, marked by her trafficker and her emotional journey to the moment she had her tattoo covered up by tattoo artist Natalie Duffield.
Entry image
Entry video
Entry credits
- Michele Bona, Art Director, Freelance
- Michael De Piano, Copywriter, Freelance
- Yaz Al-Shaater, Film Director, Brother Brother Film
- Haz Al-Shaater, Film Director, Brother Brother Film
- Jonathan Haldon, DOP, Freelance
- Leon Frind, First Assistant Camera, Freelance
- Lauren Payne, Producer, Freelance
- Chiara Facco, Progression Support Worker, Luminary Bakery
- Natalie Duffield, Tattoo Artist, Lost Garden Tattoo Studio
- Bernice Pike, Actor, Freelance
- Beth Penrose, Voice Over Actor, Freelance
show more
show less
Award
Company
Fanclub
Client
musicMagpie
Summary
Comparisons between our PM and a pile of rubbish aren’t new. But a giant sculpture of Boris, alongside his G7 peers made entirely from rubbish, is. As the G7 Summit dawned in Cornwall in June 2021, a giant recreation of Mount Rushmore, dubbed Mount Recyclemore, was unleashed on the world’s media. Made from 12 tonnes of discarded consumer technology, the sculpture’s aim was to raise public awareness of the growing problem of e-waste and put re-commerce expert, musicMagpie, at the heart of the conversation.
The result; the world's media took note. musicMagpie’s CEO and CMO were interviewed/quoted 174 times talking around the issue of e-waste; 38% of all trade-ins through musicMagpie in the month of June were first time users of the company, post campaign research conducted with Opinium in October 2021 showed that the campaign could be recalled by 20% of all UK adults aged over 18; almost three-in-ten (28%) Brits knew what e-waste is, compared to one-in-five (21%) back in May 2021 and six in ten (61%) thought e- waste contributed to climate change compared to just over half (55%) in May. Through trade-ins the campaign raised £30,000 for WaisteAid to create their first e-waste management education programme - a legacy musicMagpie will continue to play a part in. Mount Recyclemore now has its own Google Quick answer and has secured a residency at The Eden Project where it will continue to educate 1 million people a year about e-waste and the need to recycle not throw away.
Entry image
Entry video
Entry credits
- Paul Lucas, Director Creative Strategy, Fanclub
- Fabian Castellani, Account Director, Fanclub
- Alice Strutt, Production Director, Sketch
- Liam Howley, Chief Marketing Officer, musicMagpie
- Nia Dawson, Head of PR, musicMagpie
show more
show less
Highly Commended
Company
ACNE
Client
Stella McCartney x Netflix
Summary
Breast cancer is the most common type of cancer in younger people, accounting for 30% of all incidences in this age group (18-39-year-olds). However, most do not consider themselves to be at risk. Furthermore, during lockdown, Breast Cancer Now estimates that nearly one million British women missed mammograms due to screening programmes being paused.
Stella McCartney Cares Pink foundation - a platform dedicated to the prevention and early detection and treatment of breast cancer - needed to ensure their seventh BCA month campaign got young people to open up the conversation around breast cancer and, crucially, check their breasts and pecs regularly. And that’s where Netflix came in. Because if there’s one show known for tackling uncomfortable topics with ease – and that’s popular with young people– it’s Sex Education. But they needed an idea.
Enter ACNE. We created the Triple T (Toilet, Teeth, Tits) routine set in the Sex Education world. A campaign that used humour to dispel myths about the disease whilst also inspiring young people to integrate self-checking into their lives through a catchy, cheeky message: 'use the Toilet, brush your Teeth, check your Tits.'
Alongside a 2-minute hero film were GIFs, stills, influencer content, a Times Square billboard and official Triple T merchandise from Stella McCartney. Stella herself even featured as a cameo in the film. It sparked a conversation with our audience as they shared their own stories and reported their new routine on social media - reaching 13.1 million people.
Entry image
Entry video
Entry credits
- Daniel Wall, Creative Director, ACNE
- Rose Moncrieff, Strategist, ACNE
- Mickey Chan, Art Director, ACNE
- Joel Lindblad, Copywriter, ACNE
- Sari Morein, Client Director, ACNE
- Natalie Pehar N’doye, Account Director, ACNE
- Pia Hansson Näslund, Account Manager, ACNE
- Henrik Åkerberg, Final Art, ACNE
- Patrik Gullbert, Final Art, ACNE
- John Hammarström, Designer, ACNE
- Ailsa Maloney, Post Producer, ACNE Film
- Agnes Carpelan, Producer, ACNE Film
- Haris Badic, Editor, ACNE Film
- Edward Lever, Online, ACNE Film
show more
show less
Nominated
Company
VMLY&R COMMERCE MENA
Client
Twitter
Summary
Twitter is a platform for everyone, and believes all voices should have the opportunity to be heard, engage in discourse and be respected. However, the reality is that across cultures not all voices are equal.
We found that still today, Arabic speaking women were addressed with the wrong pronoun every 17 seconds. And whilst Arabic differentiates how women and men are referred through its grammar, culture has shaped the language to take the masculine form as the default gender.
Twitter as a key communications tool for people, brands and governments, believed it was in a unique position to kickstart a move towards better gender representation in daily conversations. So, it launched the #FeminineArabic movement by introducing a first of its kind language feature allowing women Arabic speakers on Twitter to be addressed as they should be, in the Feminine form. We engaged with brands to help driving societal change more effectively and amplify the movement towards Arabic female equality. And, by consequence, bring brands and Arabic women speakers closer together. Hundreds of brands, from Samsung, to MasterCard and adidas joined the conversation, helping to amplify the movement, increasing the cause’s visibility and relevance. The hashtag and campaign emoji were trending on the platform in countries such as KSA, Egypt and UAE.
Entry image
Entry video
Entry credits
- Nick Walsh, CEO, VMLY&R COMMERCE MENA
- Julian Hernandez, ECD, VMLY&R COMMERCE MENA
- Mauricio Sanaiote, Creative Director, VMLY&R COMMERCE MENA
- Manar Munjed, Arabic Copywriter, VMLY&R COMMERCE MENA
- Saleh Dardir, Art Director, VMLY&R COMMERCE MENA
- Ahmed Samir, Senior Arabic Copywriter, VMLY&R COMMERCE MENA
- Manuel Borde, Global CCO, VMLY&R COMMERCE
- Cynthia Karaan, Senior Arabic Copywriter, VMLY&R COMMERCE
- Elias Bassil, Head of Strategy MENA, VMLY&R COMMERCE MENA
- Adrian Mutescu, Strategy Director, VMLY&R COMMERCE MENA
- Sachin Mendonca, Strategy Director, VMLY&R COMMERCE MENA
- Fabio Medeiros, Strategy Director, VMLY&R COMMERCE MENA
- Moey Shawash, Digital Strategy, VMLY&R COMMERCE MENA
- Karim Al Amin, Motion Graphics, VMLY&R COMMERCE MENA
- Lucas Pimenta, Motion Graphics, VMLY&R COMMERCE
- Zubair Tahir, Motion Graphics, VMLY&R COMMERCE MENA
- Maha El Hawari, Client Commerce Director, VMLY&R COMMERCE MENA
- Nisreen Faris, Account Director, VMLY&R COMMERCE MENA
- Zoe Scraggs, Project Manager, VMLY&R COMMERCE MENA
- Ginny Kemp-Taylor, Head of Creative Operations and Marcomms, VMLY&R COMMERCE MENA
- Prajakta More, English Copywriter, VMLY&R COMMERCE MENA
- Till Hohmann, ECD, VMLY&R COMMERCE EMEA
- Gregory Mardikian, Managing Partner, VMLY&R COMMERCE MENA
show more
show less
3
B2B Brand Team of the Year
Nominated
Company
Budweiser Brewing Group’s Trade Marketing team
Client
Budweiser Brewing Group
Summary
2021 was a significant step-change for Budweiser Brewing Group’s Trade Marketing team compared to previous years. A key objective for the team was to win during specific cultural moments to maximise the return of investment and customer engagement.
The Trade Marketing team activated several campaigns tailored to the needs of each customer, including its first-ever co-created campaign with Co-op to promote its sustainability goals around Cop26.
The team also activated unique campaigns with key customers throughout the Euro’s showcasing Budweiser as the official beer of the England men’s team. The campaign saw a 150% increase in displays vs the 2018 World Cup, resulting in Budweiser being the most seen brand in the Off-Trade during the tournament.
The team also launched its first-ever above and below the line On-Trade campaign to promote Stella Tips. With nearly 2,000 pubs and bars signing up, Stella Artois donated £500,000 to hospitality workers up and down the country equating to an average tip of £42.00 per staff. Stella Artois was the most talked-about beer brand when pubs reopened and achieved a 35.3% uplift in ROS.
It is because of the work of the Trade Marketing team that Budweiser Brewing Group is number one for Shopper Marketing in both the On and Off-Trade – a huge achievement for the team!
Entry image
Entry video
show more
show less
Award
Company
Lycored
Summary
Effectively disrupting the health, nutrition and beauty industries with an emotional connection has taken a very creative approach that we believe is unique in the B2B space. While still offering powerful science and product innovations, we grounded our marketing and communications in a wrapper of real human connection, transparency and playful inspiration with activations aimed at adapting to change with overall wellness that we believe cut through the market noise as well as the purely business side of what we do with true caring for the people we work with. We created experiential builds online and offline to drive content to influence trade decision-makers and ultimately accelerate purchases. But while the content was designed to engage B2B audiences, we made sure it would work the same way as we engage with consumers. The result has been our team’s need to double production of Lycopene, our core ingredient and powerfully engaged B2B audiences. With a tone fueled by humility, caring, inspiration, empowerment and wordplay, we’ve kept a devoted readership in our newsletters who have been converting to customers at a strong pace. Our tactics have included such unusual B2B activations as a virtual singalong, an innovative wellness app, writing notes of encouragement to strangers, yoga sessions, sponsoring high-performance athletes and, in the past, video games, breaking a Guinness World Record and handing out flowers to random strangers.
Entry image
Entry video
show more
show less
Highly Commended
Company
Twitch EMEA Sales Marketing
Summary
Introducing the Twitch EMEA Sales Marketing (SM) department: a small and nimble team which had just one Director and one Content Lead in 2020, but which has now rapidly grown to a team of seven. The last year was a transformational period for the team going from a standing start to 100 miles per hour to deliver content and events. The team hit its goals of building awareness and consideration through client education, brand fame through events and building mar-comms infrastructure to provide valuable insights and feedback. From the basics such as creating sales collateral to global events with world famous streamers, the team broke industry benchmarks across the board and is using this success to springboard in 2022
Entry image
show more
show less
8
B2C Integrated
Award
Company
PHD UK
Client
Diageo
Summary
.
Entry image
Entry video
Entry credits
- Chris Langley , Client Partner, PHD UK
show more
show less
Highly Commended
Company
COPA90
Client
Sports Direct
Summary
Capitalising on the energy and positivity of EURO 2020, Sports Direct’s ‘Just A Game!?’ campaign elevated the brand, changed perception and landed the store as the go-to football destination for young players and fans across the country.
A truly 360° campaign debuting on TV, igniting across social media and resulting in a mass participation event that enabled hundreds of thousands of children to play the game, the campaign was a rousing celebration of why football is more than ‘Just A Game!?’
The campaign was spearheaded by cult icon Eric Cantona, who played St Luigi Scrosoppi, the Patron Saint of Football, who led the rally cry for football evangelists everywhere and with the help of the biggest stars of the tournament seeked to convert non-believers.
Anchored in football insight, the campaign drove reappraisal of the brand showing that Sports Direct truly understand football, driving its credibility in the game.
Entry image
Entry video
show more
show less
Nominated
Company
Madwell
Client
Visible
Summary
The all-digital wireless brand Visible, owned by Verizon, offers wireless savings to people the category often overlooks–singles. With Visible, individuals get a single line for as low as $25 a month with unlimited on Verizon's network. No family plan…or family drama needed. Which is a pretty big deal during a holiday season rife with drama.
So, to promote the wireless service that offers family-plan savings without the family, Visible launched an integrated campaign celebrating the relief of escaping the clutches of the family plan drama.
The campaign kicked off with a video spoofing the stereotypical holiday commercials that portray families as perfectly Rockwellian. The spot’s hero calmly walks through a chaotic family scene bolstered by the knowledge that she no longer has to put up with this drama just to save on wireless.
Next, we gave New Yorkers a chance to let off some family-induced Yuletide steam in “Visible Presents: Shatter the Family Drama,” a holiday-themed smash room. Smashable props included stockings embroidered with annoying familial tropes like, "Why can't you be more like your brother?"
For those not in New York, “Visible’s Holiday Hotline on Twitter” featured TV personalities and celebrity influencers helping people solve their holiday family drama in real time. Audiences submitted their holiday drama using #NoVisibleDrama and received personalized advice back.
During a season filled with family drama, Visible offered a reprieve from it and finally gave everyone what they really want–a way to save on wireless solo.
Entry image
Entry video
Entry credits
- Chris Sojka, Executive Creative Director, Madwell
- Jeff Gillette, Executive Creative Creative Director, Madwell
- Pedro Saldarriaga, Creative Director, Madwell
- Mel Simonich, Creative Director, Madwell
- Courtney Schopfer, Creative Director (Design), Madwell
- Brett Dixon, Freelance Writer, Madwell
- Matt Fry, Associate Creative Director, Madwell
- Alex Rhubart, Associate Creative Director, Madwell
- CJ Thomas, Associate Creative Director, Madwell
- Julia Compton, Associate Creative Director, Madwell
- Libby Dean, Associate Creative Director, Madwell
- Jen Beck, Associate Creative Director, Madwell
- Charity Lombardo, Senior Copywriter, Madwell
- Kelley Bode, Senior Copywriter, Madwell
- BriElle Munizzi, Senior Designer, Madwell
- Erin Anderson, Designer, Madwell
- Brianna Bradley, Designer, Madwell
- Charlotte Ableman, Designer, Madwell
- Eric Holton, Designer, Madwell
- Laura De La Cruz, Designer, Madwell
- Andy Diaz, Freelance Designer, Madwell
- Tara Holmes, Copywriter, Madwell
- Kelsey Nguyen, Copywriter, Madwell
- Apoorva Prabhakar, Copywriter, Madwell
- Kaela Shelby, Associate Copywriter, Madwell
- Sara Kuzmenka, Associate Designer, Madwell
- Natalie Ross, Group Account Director, Madwell
- Charlie Smith, Account Director, Madwell
- Bill Blatchley, Account Director, Madwell
- Sydney Sadler, Account Director, Madwell
- Sarah Korner, Account Executive, Madwell
- Brigid McEntee, Group Production Director, Madwell
- Julia Goldsmith, Associate Director of Production, Madwell
- Jess Abood, Senior Creative Producer, Madwell
- Trevor Chauvin, Senior Creative Producer, Madwell
- Kristion Matas, Associate Creative Producer, Madwell
- Jessi Dana, Freelance Executive Producer, Madwell
- Darren Allison, Senior Comms Strategist, Madwell
- Madison Allen, Social Strategist, Madwell
- Michelle Douglas, Community Manager, Madwell
- Ian Rubini, Community Manager, Madwell
- Alex Strycula, Director of Media Operations, Madwell
- Victoria Richter, Performance Media Manager, Madwell
- Lyly Mitchell, Associate Media Planner, Madwell
- Brian Billow, Director, O Positive
- Grayson Bithell, Line Producer, O Positive
- Jay Nelson, Editor, Cut and Run
- Jared Thomas, Senior Producer, Cut and Run
- Alex Hawley, Sound Engineer, Coupe
- Aaron Lasko, Executive Producer, Coupe
- Eric Singer, Executive Producer, Coupe
- Liam Fracht-Monroe, Client Service & Business Operations, Smorgasbord
- Amanda Daniels, Project Manager, Smorgasbord
- Ken Trabert, Creative Direction & Strategy, Smorgasbord
- Lee Robinson, Production & Fabrication, Smorgasbord
- Tommy Walters, Lead Producer/Co-Owner, Zipline
- Matt Cerisano, Technical Director/Co-Owner, Zipline
- Victoria Calvert, President & CEO, Anchor
- Angela Bobo, Senior Manager, Brand Strategy, Anchor
- Lulu Burns, Head of Partnerships, Anchor
- Maggie McMorrow, Marketing Associate, Anchor
- Veronica McAuliffe, Marketing Associate, Anchor
show more
show less
Nominated
Company
POLITICO Europe
Summary
POLITICO's Playbook Paris morning political newsletter launched in February 2021 and shook the Paris political news scene. To achieve a highly impactful go-to-market strategy, for current and future political decision-makers and influencers to adopt Playbook into their morning routine, we decided to latch onto an existing habit of our readers in Paris: breakfast. This led to the creation of the political breakfast campaign. A POLITICO-branded cereal bar distributed in the centers of power in Paris, with a simultaneous web campaign targeting readers at their desks once they’ve grabbed the bar.
Entry image
Entry video
Entry credits
- Freddie Martyn, Marketing Director, POLITICO Europe
- Natasha Bernard, Chief of Staff, POLITICO Europe
- Simon Rampaer, Digital Campaign Manager, POLITICO Europe
- Blanca Renedo, Graphic Designer, POLITICO Europe
show more
show less
Nominated
Company
PHD Global
Client
The North Face EMEA
Summary
This campaign launched The North Face’s new trail running shoe, the Vectiv, designed to propel those that wear them further with each and every stride, in Europe in Spring 2021. Knowing that our running target audience was more active than ever during the pandemic, as well as over-indexing on technology and gadgets, led our approach.
We developed a bespoke partnership with Strava (a mobile exercise app), including branded running challenges. Top route times were dynamically inserted into the DOOH creative, but more uniquely, we used Strava running data to choose DOOH, poster, and murals location placements to ensure our ads were seen by runners, not just walkers and drivers. The Strava partnership was supported by endemic print partnerships, extensive paid social campaigns across multiple platforms, and premium programmatic placements.
Our alternative approach made the ‘medium the message’ and got over half a million people running further, together, for more than 35 million miles, across 5+ countries. Critically, we drove immediate brand and business growth following our activation, including an unaided brand awareness lift of 4.1 pts, and significant increases in running shoe sales and share of market in running shoes for The North Face.
Entry image
Entry video
Entry credits
- Finn Roantree, Media Manager, VF Corp - TNF EMEA
- Christian Dam, Business Director, PHD Global Business
- Casey Fitzsimmons, Global Business Lead, PHD Global Business
- Amanda Calder-Mclaren, Senior Brand Director, VF Corp - TNF EMEA
show more
show less
Nominated
Company
Material
Client
Tennent's Lager
Summary
When Scotland’s Men’s National Team qualified for EURO 2020 - its first major tournament in a generation - a nation erupted in a wave of unbridled joy, celebration - and relief!
Tennent’s Lager knew exactly what it meant. As the original supporter of Scottish football, the brand had been at the heart of football rituals for decades and it was ready to lead the nation’s support once more as Official Beer of the Scotland National Team.
The occasion – which followed arguably Tennent’s toughest year of trading ever – also offered the opportunity to grow off-trade volume within the highly competitive beer category, with home drinking still a priority as Covid-19 restrictions continued to impact the hospitality trade.
Made For This achieved brand health score uplifts, capitalised on a big at-home drinking occasion amidst the on-going challenges of a pandemic and captured the hearts of a football-daft nation with an authentic blend of emotive, yet classically humorous content -doing things only Tennent’s could.
Entry image
Entry video
Entry credits
- Alasdair Wallace, Managing Director, Material
- Elaine Forbes, Project Manager, Material
- Paul McCluskey, Senior Graphic Designer, Material
- Cameron Matthews, Senior Brand Manager, Tennents
- Stuart McKenzie, Head of Communications, Tennents
- Kat MacBride, Senior Digital Marketing Manager, Tennents
- Nadine Walker, Senior Content & Communications Manager, Tennents
- Ian Greenhill, Founder & CEO, Studio Something
- Simon Crunden, Managing Director, Republic of Media
- David Roberts, Head of Business, Multiply
show more
show less
Nominated
Company
The Kite Factory
Client
White Claw
Summary
Summer 2021 saw the boom of