The Campaign Media Awards are all about celebrating the
ideas, innovation and strategic thinking that are changing media. The awards
are now better and smarter and the categories reflect the fast-moving media landscape
and recognise the talent who are driving the change.
Global's Snowbombing road trip driven by BMW
Global, the Media & Entertainment Group
How do you make a bright gold BMW stand-out even more than it already does? You drive it alongside another 24 of them across Europe in the sparkliest convoy ever conceived and put them to work on top of a mountain covered in snow. Get your sunglasses out.
m/SIX with Toyota
Toyota are the 8th biggest car marque in UK. In the ‘supermini’ car segment the Toyota AYGO placed 3rd in 2017, behind the Fiat 500 and Hyundai i10.
MediaCom with PSA
Agency: Peugeot
To put Peugeot on the lips of UK car enthusiasts, and make it ‘the’ brand they were recommending to friends and family, Peugeot brought back cult motoring show Fifth Gear. Leveraging the credible voices of the hosts, we produced a bespoke content series reviewing Peugeot cars. It became the most-watched Fifth Gear season since 2011&...
Volvo V40 Prime Now Test Drives
Mindshare UK
Historically known for its safety, Volvo needed to stand out against the competition and appeal to a new generation of premium car buyers - looking for design and innovation. Our insights showed that when people actually get inside a V40 they love it, but they’re generally unwilling to visit a showroom.
PHD & FUSE with Volkswagen Group
Agency: Skoda UK
How we used branded content to provoke conversations about gender inequality in professional cycling.
PHD with Volkswagen Group
Winner's Stories:
The Telegraph with Mini UK
Agency: Wavemaker LTD
With the help of four English Heritage Castles, four bestselling children’s writers, a beloved CBeebies presenter, an award winning illustrator, a golden dove, a magical horse, a knight in shining armour (hurrah), and even the Telegraph’s head of programmatic (boo hiss), we inspired families and were able to demo...
Diageo | Baileys | Nobody puts Baileys in the corner
Carat UK with Diageo and Baileys
We wanted to make Baileys modern, relevant and an all-year-round ingredient not gathering dust on the shelf and only brought out at Christmas. Our partnership with Jungle Creations’ Twisted, achieved just that, it brought Baileys in front of a whole new raft of consumers, the younger foodie generation who seek out exciting ingredi...
Smirnoff Equalising Music with Global
Global, the Media & Entertainment Group
As of 2017, only 9% of electronic music was produced by women, with only 14% of electronic music festival headliners being female. Smirnoff’s brand purpose of inclusivity meant this was something they couldn’t ignore. When they wanted to make a change they turned to Global; a partner with scale and a proven track record with mobilising ...
Havas Media - Long Live the Local
Havas Media with Britain’s Beer Alliance
Agency: Long Live the Local
Winner's Story:
John Smith & News UK
Local pubs are under threat across the UK with approximately 18 pubs closing every week. Not only is this damaging to small businesses and breweries, but it’s also having a detrimental effect on our local communities.
MediaCom
Agency: Meantime
We were pretty confident that our beer was the best in a competitive craft beer market. So confident that we took our name off it in one of the biggest blind sampling campaigns of all time. It involved the support of nearly 200 pubs, some social media behemoths and high outdoor impact. Our bold move paid off: following the blind taste tests,...
Kronenbourg 1664 - A Franc Point Of View
Starcom with Heineken for Kronenbourg 1664
Kronenbourg 1664 needed to continue the march to deliver l’Alsace difference into the heart of British life to stand out in the minds of our striver audience (35-49 year old men), so that they buy more Kronenbourg. Since our strivers pay particular attention to the world around them, we wanted to join their conversations and showcase Kron...
PayPal Partnership with Channel 4 and Havas
Channel 4 & Havas with PayPal
Agency: Havas Media
PayPal and Channel 4 have created a partnership that truly stands out creatively and invokes brilliant, unexpected conversations around diversity whilst at the same time driving understanding of PayPal’s many functionalities – it is not just a button on eBay!
Lloyds #GetTheInsideOut with Channel 4
Channel 4 with Lloyds
Agency: Greenhouse/ MediaCom
The second winner of Channel 4’s Diversity in Advertising award saw the prize airtime of £1M awarded to Lloyds Bank, for their powerful #GetTheInsideOut campaign. Challenging mental health and shining a light on hidden disability with help from Channel 4 talent, this campaign packed a punch, got the nation talking and saw Lloyd’s b...
The Guardian, Vizeum and TSB: The Relationship Project
Guardian News & Media
Winner's Story:
Initiative
Over the last three decades, M&Gs laser like focus on discrete communications to a small and highly valuable audience had created an unexpected problem; M&G had become brilliant at selling its products to a pool of people that was decreasing, and the limited brand activity wasn’t bringing in anyone new.
Nationwide #TogetherAgainstHate
Wavemaker
Nationwide came to Wavemaker with the challenge of
NatWest: Cricket Leaves No One Out
Zenith with RBS
Agency: Natwest
By celebrating inclusive and diverse stories from cricket, we revitalised an ailing sponsorship and boosted key brand measures by 13% and 15%.
Bauer Media
Bauer Media, PHD, Smart Energy created a campaign that had relatable editorial-led content designed to inspire readers to take control of their energy consumption.
Dynamically Dealing with the British Weather in Digital Audio
MediaCom with Centrica
Agency: British Gas
In cold weather, nothing strikes fear into a Brit like the threat of coming home to a broken-down boiler, no heating and no hot water. So, to prompt people to take action to protect their boiler, we dynamically tailored our audio media and creative to increase urgency every time the temperature dropped. We proved delivering dynamic ...
MediaCom with Centrica
Agency: British Gas
In cold weather, nothing strikes fear into a Brit like the threat of coming home to a broken-down boiler, no heating and no hot water. So, to prompt people to take action to protect their boiler, we dynamically tailored our audio media and creative to increase urgency every time the temperature dropped. Pairing with A Million Ads an...
The ESPN Luck Index powered by Intel
OMD UK
Winner's Story:
Bauer Media
Boots No7 needed help to launch their new Match Made Custom Blend Foundation Drops, a perfect audience fit for Grazia readers whose top online search is for 'best foundations'.
MIXERS UNITE to find the mixer ticket. A Cosmopolitan, Simple and Little Mix Partnership.
Hearst UK for Unilever and Simple
Agency: Mindshare
Simple and Cosmopolitan created a campaign to drive awareness and excitement around their partnership with Little Mix. The partnership, with Hearst brand Cosmopolitan, had to build a credible association between Simple and Little Mix in the minds of women 16-24. The Cosmopolitan audience are highly engaged in their appreciation of their fav...
Initiative
The One Star Hotel campaign helped Converse drive credibility with the hard to reach Generation Z and re-establish the One Star shoe within UK, NY and LA street style culture. We did this through culturally relevant partnerships that delivered increased searches for “Converse One Star” by 300% during the days of the hotel, all Special E...
MediaCom
Agency: Missguided
Since TV started, viewers have wanted the outfits worn by the stars of their favourite shows. Last summer, fashion brand Missguided made getting the look easier than ever: partnering with smash-hit reality show Love Island to provide ALL the outfits worn by the contestants. With a few clicks on the official Love Island app, viewers c...
Bringing back Hollywood glamour to Max Factor
Zenith UK
Winner's Stories:
A fcking powerful data solution for a brand in crisis!
Blue 449
Winner's Story:
Kellogg's | Corn Flakes | Love Island
Carat UK and The Story Lab with Kellogg's
Kellogg’s Corn Flakes faced a huge challenge to become more relevant to 16-34s and to stand out from the vast array of breakfast options, the partnership with Love Island did just that. The Morning After podcast was a brilliant first both for the brand and for ITV, enabling us to engage with 16-34’s in a fun, relevant, entertain...
MediaCom with The Coca-Cola Company for Coca-Cola
In today’s tough retail climate, identifying new routes to reach and engage customers is crucial to unlocking growth for brands. By coupling a piece of revolutionary sampling technology with intelligent FMCG planning, we supercharged Coca-Cola’s AV activity to create the world’s fi rst TV-activated voice sampling campaign, delive...
MediaCom with The Coca-Cola Company for Fanta
Many brands try to build brand love. Fanta prefers something else: to drive brand terror. How? Last Halloween we created an experience involving a pitch-black room filled with terrifying sound effects, objects brushing past, and a harrowing finale. Plus, a Snapchat lens and portal which recreated the experience, delivering Snap’s ...
Winning weekends with Walkers and ITV
OMD UK for PepsiCo and Walkers
Lunch didn’t used to be lunch without a trusty packet of crisps to accompany a weekday sarnie. But times have changed. With health increasingly on people’s minds, salty snacks have become more of a treat enjoyed together with family and friends. We needed to re-establish a role for Walkers in the family sharing occasion.
The Telegraph with Beko PLC, Grundig
Agency: Initiative
In the UK the average person wastes 105kg of food per year, it was staggering stats like these that led a partnership between Grundig and The Telegraph to promote their latest range of fridges and ovens with innovative technology to make your food go further. Through combining 3 Telegraph editors, food waste campaigners, social influenc...
Hearst x Simplyhealth Great Run Partnership
Hearst
While Simplyhealth had strong reach and brand awareness via their sponsorship of The Great Run Series, they needed a way to deepen audience understanding of the value of investing in a Simplyhealth plan, targeting runners across the UK. Hearst’s leading health and fitness brands – Runner’s World, Women’s Health and Men’s Healt...
Extreme Everest with Ant Middleton
MediaCom with Bayer
Agency: Berocca
Berocca is more than the hangover cure it’s known for: It’s an all-round energy boost, perfect for tackling tough moments daily, and for battling energy lows big and small. We wanted to change outdated perceptions – but extreme perception changes demanded extreme measures. Our ad-funded programme, ‘Extreme Everest’, saw Ch...
MediaCom with Bayer
Agency: Canesten
MediaCom identified a source of growth for Canesten that no-one else in the intimate health category had spotted - men for thrush medication - gaining first mover advantage. This shot Canesten to the top of search listings for Male Thrush generating an incremental 134,000 visits to the Canesten website.
The First Ever Reactive TV Campaign
MediaCom with GlaxoSmithKline
Agency: Piri
Everyone has seen reactive digital campaigns – but those campaigns lack the impact and effectiveness of TV. By collaborating with ITV, we brought data and audience closer together, creating the first reactive TV trading model. Our data-informed, regionally executed campaign was twice as effective at driving sales as traditionally plan...
Calpol - Using Econometrics to Predict the Future
UM for Johnson & Johnson and Calpol
In 2016, Calpol was flying high - the Kids’ Meds category leader with 33.2% share and healthy growth of +1.1 pts YOY. The combined challenges of increased competition from private label (PL) and parents either trading down, treating less or dropping out of the category altogether, made maintaining share across the 2017/18 winter seaso...
UM for Johnson & Johnson and Nicorette
Nicorette focused on the fact that a single testimonial, amplified thoughtfully in the right environment, has the ability to move and inspire unhappy smokers to believe that they too can achieve their something incredible and quit for good. Inspirational content sat at the heart of the campaign and was adapted to different media opportuniti...
Bodyform & Refinery29 #BloodNormal
Zenith UK
Winner's Story:
ITV Strangers Launch – Cantonese Confusion
Goodstuff with ITV
Winner's Story:
Amazon Fire TV
Initiative
Initiative
For Harry Potter fans, 2018 was a huge year. The highly anticipated Fantastic Beasts sequel The Crimes of Grindelwald was finally set to be released. Our challenge was to launch these new products amongst a huge volume of overall Harry Potter noise – and drive £8.9m in incremental consumer sales by putting LEGO at the centre of the Wizarding...
MediaCom with Universal Home Ents for Mamma Mia 2
By placing the Mamma Mia 2 DVD at the heart of the UK’s biggest music show, the X Factor, we achieved the first movie product placement in an ITV programme. Co-created with ITV, our ABBA Week activation helped Mamma Mia 2 become 2018’s biggest selling comedy or drama.
Mindshare UK
With ambitious viewing targets and limited budgets Fox tasked Mindshare with creating a campaign that would not just stand out in a cluttered category but also get our client sacked…
OMD UK for Channel 4
To launch the second series of The Handmaid's Tale for Channel 4, we gave the British public a taste of Gilead's twisted fundamentalist state.
The Economist: The World Cup - A Deeper Commentary
UM for The Economist
The World Cup is truly global. However, the noise is as much a challenge as an opportunity, particularly for a brand like The Economist. Without a reputation or expertise for sports, and with a modest budget, The Economist needed a fresh angle to gain any cut-through.
adam&eveDDB with Campaign Against Living Miserably (CALM)
Suicide is the biggest killer of men under the age of 45 in the UK. This is unacceptable. We wanted to create something that stopped the public and government in their tracks and made them pay attention to the severity of the problem. From this need, Project 84 was born.
‘I Don’t Work Properly’ – Channel 4 in support of PurpleLightUp Day
Channel 4 with Purple Space and Disability Confident
Agency: Nationwide Building Society, Scope, Virgin Media, Lloyds Banking Group, Lloyd’s of London, BT, Channel 4, Reed Smith,
Channel 4 are a proud member of the charity Purple Space, and wanted to help raise awareness for the second annual #PurpleLightUp initiative - encouraging businesses to “Go Purple” in support of people with disabilities, and celebrating their importance in the workplace. We created a film that would make people and businesses across the...
George and the Giant Pledge in support of The Royal Marsden Cancer Charity
George and the Giant Pledge
Some of the best campaigns are created with captivating and compelling content at the heart of them. Born out of a harrowing situation the George and the Giant Pledge campaign, in support of The Royal Marsden Cancer Charity, did exactly that turning a family’s challenging childhood cancer diagnosis into a hugely successful organic social ...
MediaCom
Agency: Time to Change
“Are you OK?”
Mindshare UK
When a baby is lost, be it through miscarriage, stillbirth or premature birth, it is far more than the end of a pregnancy: it’s the loss of milestones, a child already planned for and loved. Yet when it happens, the silence is deafening. Feelings of guilt, superstition, anger and lack of answers kills conversation and ...
OMD UK for NSPCC
Winner's Story:
Reach Solutions for Cancer Research UK and MediaCom UK
The words ‘cancer’ and ‘good news’ are rarely heard together, which posed a problem for Cancer Research UK. Donations are crucial for the charity to continue its research and treatment development, however it was concerned that donating would seem futile if the problem were perceived as unsolvable. The challenge CRUK gave us was to ...
Pension Wise – Baddiel & Skinner Partnership
Sky Media for Pension Wise / Department of Work and Pensions
Agency: Wavemaker and Carat
Pension Wise offers free, impartial guidance for anyone aged 50 or over with a personal or workplace pension. Research showed that people found pensions a daunting and complicated task with the market for guidance becoming cluttered and complex. Our goal was to inspire our audience to start a conversation about pensions and position Pension Wis...
Dunelm – Inviting Home Lovers Back To Mine
Goodstuff with Dunelm
Dunelm was missing out on high spending cohabiting couples, who were looking elsewhere for their homewares. To catch their attention whilst sat on the sofa browsing the competition, we turned to more than just advertising. Goodstuff and ITV created Back To Mine - a reality dating show that invites singletons to pick a partner based on rumma...
Manning Gottlieb OMD for John Lewis & Partners - A lesson in building anticipation
Manning Gottlieb OMD
People are always looking for clues to discover the John Lewis & Partners Christmas ad and after 10 years of keeping it a secret, our worst fear materialised – it had been leaked! How could we build anticipation when people knew what they were looking for? By building intrigue and mystery, we knew we could get people guessing about the ad...
MediaCom
Agency: Tesco
Food Love Stories 2.0 innovated and optimised to drive a 20% improvement in profi t ROI by raising Tesco’s quality score by 11%.MediaCom
Agency: Missguided
Winner's Story:
Nike’s Nothing Beats a Londoner
Mindshare UK
Nike’s ‘Nothing Beats a Londoner’ campaign took on a problem that many advertisers find difficult to deal with: wavering brand affinity. Nike was still the best-selling sportswear brand with young Londoners. But the audience didn’t feel the connection between celebrity-led advertising and their real lives.
Rang Tan: a palm oil-free Christmas
the7stars
This is a story behind the biggest Christmas TV campaign...which never made it to TV.
Emirates sponsorship on All 4: Off The Grid
Channel 4 & Havas with Emirates
Agency: Havas Media
To create standout amongst their competitor set, Emirates came to 4Sales to create a partnership that would drive stand-out results. Along with Havas, Channel 4 created a bespoke mini travel series called ‘Off The Grid’ on All 4 with Steve Jones, and special geographical idents on the All 4 platform that rotated in line with key mom...
The Secret Life of 5 Year Olds on Holiday with Thomas Cook on Channel 4
Channel 4 with Thomas Cook
Agency: Dentsu Aegis Network
In recent years, the package holiday market has been spectacularly disrupted by new online players. Channel 4 alongside Thomas Cook and The Story Lab took this business challenge and created a unique positioning for Thomas Cook, building on the much-loved C4 series The Secret Life of 4/5 Year Olds to create ‘The Secret Life of 5 Year Olds...
Advertising isn't always the answer
Manning Gottlieb OMD
Winner's Story:
Southeastern 'Summer Hidden Gems'
OMD UK for Go Ahead Group and Southeastern Railway
The leisure travel industry is booming over summer, and naturally should provide a huge opportunity for Southeastern Railway to carry people to staycation destinations across the South East. The trouble is trains suffer from the ‘commuting effect’ meaning people don’t want to get on a train when it’s not for work.
Winter Sale 2018: This time its personal
PHD with Virgin Atlantic
How we created cut-through for Virgin Atlantic’s ‘amazing winter sale’ by creating 24,000 personalized digital audio ads.
The Telegraph with Brand USA
Facing post Trump headlines such as ‘Who’s going to visit the USA now’ the Telegraph found the answer by embarking on a multi media, multi sensory partnership that created deep engagement with affluent music fans; prompting them to travel over the Atlantic in their droves.
Wavemaker
This is the story on an idea that generated a first class result on an economy budget.
Mondelēz | Cadbury | Customisation at scale
Carat UK with Mondelēz for Cadbury
With new restrictions being placed on high fat and high salt products we needed to find a new innovative media solution for Cadbury to build their brand rather than the traditional mass reach advertising they had done in the past. We needed a longer-term strategy of gaining data and audience insight in order to help Cadbury achieve their goal of be...
CRM – the hero of growth in a retail start up
Hearts & Science UK
Winner's Story:Dynamically Dealing with the British Weather in Digital Audio
MediaCom with Centrica
Agency: British Gas
In cold weather, nothing strikes fear into a Brit like the threat of coming home to a broken-down boiler, no heating and no hot water. So, to prompt people to take action to protect their boiler, we dynamically tailored our audio media and creative to increase urgency every time the temperature dropped. We proved delivering dynamic ...
Twinings x Amazon: Infusing old with new
the7stars
This is a story of Britain's oldest brand embracing a very new way of shopping.A fcking powerful data solution for a brand in crisis!
Blue 449
Within two-weeks of the chicken crisis, beyond a headline grabbing press ad, we had developed a live API feed, implemented dynamic social and curated the UK’s first ever promoted Twitter Bot. Media created a platform to own the conversation around the crisis, to manage consumer expectations via a dynamic business update, and m...
Hiscox The Honeypot Poster Network
Goodstuff with Hiscox
Winner's Story:
m/SIX with News UK
Agency: The Times & The Sunday Times
Using data to unlock insights and create a world first AI audio – unveiling JFK’s final speech 55 years later.
NOWTV: Dynamic Genre Targeting
MediaCom
Agency: NOW TV
We proved that delivering high relevance in audio can drive brand and business results more effectively than generic messaging. Using intricate, data-driven digital audio to dynamically serve relevant ads to key segments, we caused ‘Intention to Purchase’ to soar beyond targets, driving a sales uplift of 228% and improving cost effi...MediaCom with The Coca-Cola Company for Coca-Cola
In today’s tough retail climate, identifying new routes to reach and engage customers is crucial to unlocking growth for brands. By coupling a piece of revolutionary sampling technology with intelligent FMCG planning, we supercharged Coca-Cola’s AV activity to create the world’s fi rst TV-activated voice sampling campaign, delive...There’s No Luck To This Campaign – ESPN Luck Index powered by Intel
OMD UK for Intel Corporation
To showcase Intel’s superior processing power, we introduced the world to The Luck Index, a study to examine how the Premier League would look if luck were not a factor. Our campaign was picked up across national news outlets everywhere. We even got Jurgen Klopp talking!Winter Sale 2018: This time its personal
PHD with Virgin Atlantic
How we created cut-through for Virgin Atlantic’s ‘amazing winter sale’ by creating 24,000 personalized digital audio ads.
Manning Gottlieb OMD
Winner's Story:
MediaCom
Agency: eBay
Is it possible to build life-size, working models of iconic machines found in hit Star Wars and Avengers films …using products only bought from eBay? To prove the site’s versatility and increase brand consideration, DIY Guru and YouTuber Colin Furze did just that – and our team captured it all on video. With completion rates 4.5 times...Nike’s ‘Nothing Beats a Londoner’
Mindshare UK
Nike’s ‘Nothing Beats a Londoner’ campaign took on a problem that many advertisers find difficult to deal with: wavering brand affinity. Nike was still the best-selling sportswear brand with young Londoners. But the audience didn’t feel the connection between celebrity-led advertising and their real lives.
Mindshare UK
When a baby is lost, be it through miscarriage, stillbirth or premature birth, it is far more than the end of a pregnancy: it’s the loss of milestones, a child already planned for and loved. Yet when it happens, the silence is deafening. Feelings of guilt, superstition, anger and lack of answers kills conversation and ...
PHD with Carnival Cruises
Agency: Cunard
THE STORY OF CUNARD’S STRONGEST CAMPAIGN OF THE YEAR THAT CONNECTED INSTAGRAM INFLUENCERS TO DOOH IN REAL-TIME.
The Hook & Blue 449 for Currys PC World
The Hook Group with Currys PC World, JBL
Agency: Blue 449
In June 2018, Blue 449 tasked social publisher The Hook with a perception altering brief for British electrical retailer ‘Currys PC World’ (CPCW), who were looking to connect with 18-35’s during the summer months and tackle any notions that they might be seen as outdated or uncool. The campaign marked CPCW’s first ever social conten...
The Telegraph with Vodafone UK
Agency: Wavemaker LTD
When price is all that matters, how do you showcase anything else?Rang Tan: a palm oil-free Christmas
the7stars
This is the story behind the biggest Christmas TV campaign....which never ran on TV.adam&eveDDB with Campaign Against Living Miserably (CALM)
Winner's Story:
Dave - Official Commentator of Victorious Festival with Global
Global, the Media & Entertainment Group
When it comes to standing out at festivals, brands can spend lots of money. Not all brands have big budgets though.
MediaCom with The Coca-Cola Company for Fanta
Many brands try to build brand love. Fanta prefers something else: to drive brand terror. How? This Halloween, we created an experience involving a pitch-black room filled with a terrifying finale. Plus, a Snapchat lens and portal which recreated the experience, delivering Snap’s highest ever playtime for a branded portal in the UK. T...
PHD & FUSE with Volkswagen Group
Agency: Audi Q8
Making a big entrance for the Audi Q8.
the7stars
This is a story of how Deliveroo found the best food in London.
Public Health England Start4life Breastfeeding Friend
Wavemaker
Using exclusive research insight, we worked with Public Health EnglandThe Secret Life of 5 Year Olds on Holiday with Thomas Cook on Channel 4
Channel 4 with Thomas Cook
Agency: Dentsu Aegis Network
In recent years, the package holiday market has been spectacularly disrupted by new online players. Channel 4 alongside Thomas Cook and The Story Lab took this business challenge and created a unique positioning for Thomas Cook, building on the much-loved C4 series The Secret Life of 4/5 Year Olds to create ‘The Secret Life of 5 Year Olds...Dunelm – Inviting Home Lovers Back To Mine
Goodstuff with Dunelm
Your home reveals who you really are, more than a carefully curated dating profile ever could. To tap into the rising popularity of dating shows and help Dunelm appeal to cohabiting couples, Goodstuff and ITV created Back To Mine – a reality dating show that invites singletons to pick a partner based on rummaging around their homes. The s...
Yorkshire Tea Growing for Gold
Goodstuff with Taylors of Harrogate
Agency: Yorkshire Tea
Winner's Story:There’s No Luck To This Campaign – ESPN Luck Index powered by Intel
OMD UK for Intel Corporation
To showcase Intel’s superior processing power, we introduced the world to The Luck Index, a study to examine how the Premier League would look if luck were not a factor. Our campaign was picked up across national news outlets everywhere. We even got Jurgen Klopp talking!PHD & FUSE with Volkswagen Group
Agency: Skoda UK
The story of how a car brand ignited a global conversation about gender inequality in professional cycling.
Reach Solutions for Fox TV and Mindshare UK
The ‘deep state’ is a familiar term among conspiracy theorists in America, however it is relatively unknown in the UK. This presented Fox TV with a challenge when it came to launching their espionage thriller, Deep State. Reach Solutions were tasked with bringing the term to a British audience and promoting the launch of the show. We kn...
The Telegraph with The Department for Education, Get Into Teaching
Agency: Carat
Seize the day. Because, believe it or not, each and every one of us in this room is one day going to stop breathing, turn cold and die.’
Diageo | Baileys | Nobody puts Baileys in the corner
Carat UK with Diageo and Baileys
We wanted to make Baileys modern, relevant and an all-year-round ingredient not gathering dust on the shelf and only brought out at Christmas. Our partnership with Jungle Creations’ Twisted, achieved just that, it brought Baileys in front of a whole new raft of consumers, the younger foodie generation who seek out exciting ingredi...
The Guardian and ebay: Punk Business
Guardian News & Media
Winner's Story:
The Guardian, Vizeum and TSB: The Relationship Project
Guardian News & Media
TSB have a problem common to all banks: persuading people to switch their banking over to them is a difficult task. Even if very few of us are happy with our bank’s behaviour, we presume the hassle of switching not being outweighed by the rewards a different bank might offer, means we still don’t ditch them. Turns out as a nation we’d...Nike’s Nothing Beats a Londoner
Mindshare UK
Nike’s ‘Nothing Beats a Londoner’ campaign took on a problem that many advertisers find difficult to deal with: wavering brand affinity. Nike was still the best-selling sportswear brand with young Londoners. But the audience didn’t feel the connection between celebrity-led advertising and their real lives.
PHD with Volkswagen Group
Agency: Skoda
How launching a new car like a new music track delivered SKODA’S most successful land in recent history.The Telegraph with Brand USA
Facing post Trump headlines such as ‘Who’s going to visit the USA now’ the Telegraph found the answer by embarking on a multi media, multi sensory partnership that created deep engagement with affluent music fans; prompting them to travel over the Atlantic in their droves.
Age UK Partnership with Channel 4
Channel 4 & MGOMD with Age UK
Agency: Manning Gottlieb OMD
In 2017, Age UK funded the award-winning Channel 4 series Old People’s Home for 4 Year Olds at Christmas, focusing on the loneliness of older people at Christmas. In 2018, the focus was the Age UK helpline – a dedicated helpline connecting callers to a highly trained professional able to provide expert advice across any issue concer...Manning Gottlieb OMD for John Lewis & Partners - A lesson in building anticipation
Manning Gottlieb OMD
People are always looking for clues to discover the John Lewis & Partners Christmas ad and after 10 years of keeping it a secret, our worst fear materialised – it had been leaked! How could we build anticipation when people knew what they were looking for? By building intrigue and mystery, we knew we could get people guessing about the ad...MediaCom
Agency: Missguided
Winner's Story:OMD UK for NSPCC
In the face of rising instances of children suffering racial and religious discrimination in the UK, Childline asked us to help them convince BAME children that the service was there for them.
Winning weekends with Walkers and ITV
OMD UK for PepsiCo and Walkers
Lunch didn’t used to be lunch without a trusty packet of crisps to accompany a weekday sarnie. But times have changed. With health increasingly on people’s minds, salty snacks have become more of a treat enjoyed together with family and friends. We needed to re-establish a role for Walkers in the family sharing occasion.
PHD with Volkswagen Group
Agency: VW GTI
How we improved Volkswagen’s likability score by 55pts by creating Superdrives that deserve a supercar.
Kronenbourg 1664 - A Franc Point of View
Starcom with Heineken for Kronenbourg K1664
Kronenbourg 1664 needed to continue the march to deliver l’Alsace difference into the heart of British life to stand out in the minds of our striver audience (35-49 year old men), so they buy more Kronenbourg. Since our strivers pay particular attention to the world around them, we wanted to join their conversations and showcase Kronenbou...
Initiative
In January 2018 LEGO was experiencing a slow down in sales growth, and LEGO Technic was identified as a key driver for accelerating this. As a result, we were tasked with growing LEGO Technic by 21%.MediaCom
Agency: Time to Change
Winner's Story:Mindshare UK
With ambitious viewing targets and limited budgets Fox tasked Mindshare with creating a campaign that would not just stand out in a cluttered category but also get our client sacked…Nike’s Nothing Beats a Londoner
Mindshare UK
Nike’s ‘Nothing Beats a Londoner’ campaign took on a problem that many advertisers find difficult to deal with: wavering brand affinity. Nike was still the best-selling sportswear brand with young Londoners. But the audience didn’t feel the connection between celebrity-led advertising and their real lives.
Kraft Heinz - Heinz Salad Cream #WhatCream
Starcom with the Kraft Heinz Company
This is a story of true integration between insights, earned and paid media, which reversed the fortunes of Heinz Salad Cream: a brand with rapidly declining sales loved only by the over 65s that had become part of the national furniture (and sat at the back of the kitchen cupboard). Starcom, Wonderland and Havas worked together using n...
Calpol - Using Econometrics to Predict the Future
UM for Johnson & Johnson and Calpol
In 2016, Calpol was flying high - the Kids’ Meds category leader with 33.2% share and healthy growth of +1.1 pts YOY. The combined challenges of increased competition from private label (PL) and parents either trading down, treating less or dropping out of the category altogether, made maintaining share across the 2017/18 winter seaso...
Zenith UK
Period Blood Is Normal. How our key insight, to bring men into the period conversation for the first time, helped Bodyform grow in a stagnant category.adam&eveDDB with Campaign Against Living Miserably (CALM)
Suicide is the biggest killer of men under the age of 45 in the UK. This is unacceptable. We wanted to create something that stopped the public and government in their tracks and made them pay attention to the severity of the problem. From this need, Project 84 was born.
m/SIX with News UK
Agency: The Times & The Sunday Times
In 1963, JFK was silenced. 55 years later, in a world first, we’ve unsilenced him. This AI-created audio content reached over 9 million adults and smashed subscription targets.Manning Gottlieb OMD for John Lewis & Partners - A lesson in building anticipation
Manning Gottlieb OMD
People are always looking for clues to discover the John Lewis & Partners Christmas ad and after 10 years of keeping it a secret, our worst fear materialised – it had been leaked!
Manning Gottlieb OMD for Starbucks - Pumpkin Spice Latte
Manning Gottlieb OMD
Pumpkin Spiced Latte (PSL) is our fan favourite and the jewel in our creative crown, but in 2018 we had our work cut out…MediaCom
Agency: Missguided
Since TV started, viewers have wanted the outfits worn by the stars of their favourite shows. Last summer, fashion brand Missguided made getting the look easier than ever: partnering with smash-hit reality show Love Island to provide ALL the outfi ts worn by the contestants. With a few clicks on the official Love Island app, viewers ...
PHD with Volkswagen Group
Winner's Story:
Nationwide #TogetherAgainstHate
Wavemaker
Nationwide came to Wavemaker with the challenge of
Winning Brand Affinity for The Telegraph
Fetch Media
Agency: Telegraph Media Group
The Telegraph and their agency, Fetch, recognised that their traditional print audience (Male/55+/Affluent) was in natural decline. In addition, younger audiences consume their news on mobile and quickly disregarding anything uninteresting or dated. The challenge, therefore, was how to make the brand relevant to a younger mobile...
Combining machine learning analytics with human-powered insights to create Advanced Marketing Planning (AMP) for Center Parcs
Hearts & Science UK
Merkle | Periscopix and B&Q: Extreme Weather for Extreme Results
Merkle
From the Beast from the East to last years’ Summer heatwave, the weather in the UK can reach extremes at both ends of the spectrum. But what effect does this have on retail, and specifically home improvement stores? With a substantial store footprint, B&Q are usually first port-of-call for everything home and garden related. When the ...
Zenith UK
Winner's Story:
Channel 4
As a leading innovator in ad sales innovation, the 4Sales team wanted to provide our agency clients with a first-in-market platform for managing and monitoring their campaigns. This is a tool that has become fundamental to the way agencies work with Channel 4, giving them the ability to view reports for online activity, view the upcomin...
LED Tubes: Illuminating Innovation
Clear Channel UK
An Out of Home first, making a Difference to the the world we all live in.
Product Innovation – The Ozone Project
Ozone Project Limited
A collaboration between The Guardian, Telegraph, News UK & Reach plc to build a new programmatic platform; creating the single biggest premium content channel in the UK (accessing 42m people, 96.5 per cent of adults)
The Telegraph
Winner's Story:adam&eveDDB with Campaign Against Living Miserably (CALM)
Winner's Story:Yorkshire Tea Growing For Gold
Goodstuff with Taylors of Harrogate
Agency: Yorkshire Tea
Growing for Gold linked our top ten tea garden sourcing with our customers’ passion for gardening by seeking out the UK’s top ten amateur gardens. A brilliant collaboration from Goodstuff, The Telegraph and The Outfit across so many key channels for our audience.MediaCom
Agency: Tesco
Food Love Stories 2.0 innovated and optimised to drive a 20% improvement in profit ROI by raising Tesco’s quality score by 11%.PHD with Volkswagen Group
How bringing driver confidence to life through media made the Volkswagen T-Roc the UK’s most successful small SUV launch in 7 years.The Telegraph with Brand USA
Facing post Trump headlines such as ‘Who’s going to visit the USA now’ the Telegraph found the answer by embarking on a multi media, multi sensory partnership that created deep engagement with affluent music fans; prompting them to travel over the Atlantic in their droves.
Wavemaker
We were tasked with setting Nationwide apart from banks by communicating building society values. The Nationwide Voices campaign heroes diverse everyday people telling their own stories about what matters to them, amplifying the brands difference. TV an broadcaster VOD became the basis of our 2019 campaign, with a distinctive timelength str...
FIGHTING GLOBAL HUNGER TO FEED OUR FUTURE - SAWA, Digital Cinema Media and Pearl & Dean
DCM
Three million children die every year of hunger or malnutrition – a reality that shouldn’t exist. This is the epic story of how the United Nations (UN) and SAWA, the Global Cinema Advertising Association, galvanised the cinema industry across the world to inspire cinema audiences to take action and tackle hunger through the most success...
Initiative
The One Star Hotel campaign helped Converse drive credibility with the hard to reach Generation Z and re-establish the One Star shoe within UK, NY and LA street style culture. We did this through culturally relevant partnerships that delivered increased searches for “Converse One Star” by 300% during the days of the hotel, all Special E...
PHD with ViaRail
Agency: Touché PHD
Beating Canadians’ emotional attachment to their cars with a rational data-led strategy that reminded them that driving isn’t always the best option.
PHD with Volkswagen Group
Agency: Skoda
How a coincidental quirk of language increased ŠKODA’s sales four-fold by starting a national dance craze.
Unleashing the Greatest Racing Spectacle on The Planet - F1 Engineered Insanity
Wavemaker CS
Winner's Story:
Essence: Becoming Something Bigger
Essence
Essence entered 2018 confronting two big questions: would our service model - crafted to meet the needs of Google - work for some of the UK’s biggest brands? And could we make a small agency big overnight without losing the culture and people that make us special?
MediaCom's Mental Health Allies
MediaCom
We work in a tough industry with high stress levels and long hours. So, MediaCom adopted a progressive approach to Mental Health and created a programme which is second to none. Critical to its success are the Mental Health Allies.
OMD UK
OMD UK had its most successful year ever in 2018, bringing in £230m net new billings and winning countless industry craft awards for our transformational work.
PHD Manchester
PHD
Publicis
Winner's Story:
the7stars
This is the story of how a team of media planners and buyers shaped pop-culture in the UK in 2018.
Hiscox The Honeypot Poster Network
Goodstuff with Hiscox
Specialist insurer Hiscox wanted to raise awareness of the danger that cybercrime presents to small businesses. But unless they had already fallen victim, many didn’t appreciate the scale of the threat or they believed it was an issue faced by big businesses.
Goodstuff
Winner's Story:
