Congratulations to the 2022 winners

Product Sector Categories

Alcoholic Drinks

Inch's Cider - ‘Growing The Apple Cider By Miles, Not Inches’

Heineken, Inch's Cider

Agency: dentsu X

Going the extra inch on sustainability meant Inch’s Cider went miles in driving sales and brought new life into a declining category. In 2021, Heineken launched Inch’s Cider – a brand championing sustainability and innovation in an authentic way which trickled down from apple selection to media implementation. The result was Heineken’s...

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To Firsts That Last

Kopparberg

Agency: Goodstuff

Finding further share growth as a category leader is hard at the best of times, but it’s even harder when pubs and summer events are closed, your core fruit cider market is declining, and your 18-24 audience is drinking less than ever before.To answer these challenges, we built a campaign that celebrated the joy of first experiences. C...

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#LooksLikeGuinness

Diageo - Guinness

Agency: PHD UK

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Bacardi x Defected

Bacardi

Agency: OMD UK

The perfect campaign is much like the perfect cocktail: balance, freshness and results that get you dancing. BACARDí Spiced is about good vibes, great taste, inspiring consumers to do what moves them. As a recently launched brand, we needed to make it famous with a new generation of rum drinkers and music lovers.Traditionally activatin...

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How White Claw trailblazed a way for a new drinking experience this summer

White Claw Hard Seltzer

Agency: The Kite Factory

The summer of 2021 saw a new category boom in the UK - Hard Seltzers. Having had monumental success in the US, White Claw was launching in the UK with the same aspiration. Only this time, it wasn’t just a product launch, but also a category launch with over 200 entrants to market to compete with. Our objective was to build awareness to...

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Jack Hacks: how Jack Daniel’s hacked the algorithms

Brown Forman

Agency: Spark Foundry

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 plan...

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THE SPIRIT OF RUGBY: BREAKING THE GUINNESS HEGEMONY

Zenith UK: The Famous Grouse

Agency: Zenith

The Famous Grouse is never going to beat Guinness at international rugby. But by partnering with domestic rugby (with the aid of Publicis Sport & Entertainment), we created a new drinking occasion which grew the bottom line.

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Automotive

Caitlin's Hour

The AA

Agency: Goodstuff

18-year-old Caitlin Huddleston tragically died in a car crash with a van one night on a rural road. Neither driver was speeding, but the road was wet, and her inexperienced driver was travelling too fast for the conditions, on a country road.To raise awareness of the added risks of rural roads, we created ‘Caitlin’s Hour,’ a radio show...

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Brand Launch

Motorway

Agency: MG OMD

In 2021 we were tasked with helping Motorway launch a new brand campaign, to help the business rapidly accelerate their growth. The long-term ambition from the business was clear; make Motorway the definitive way to sell your car. To win the battle of the used car market, we had to make as many people as possible see the campaign, reme...

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Fantasy Road Trip

Toyota x LADbible Group x m/SIX

Agency: LADbible Group

Toyota sought to revolutionise the opinion of its all new NG Yaris among 25-34 ‘free-spirits’ in the UK. Partnering with LADbible and m/SIX, they tapped YouTube icon Max Fosh and six celebrities to take the NG Yaris on a “Fantasy Road Trip” into fantastical environments. Deployed during the longest lockdown in the UK, the campaign succ...

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Range Rover: Leading the Way

Range Rover | News UK | dentsu X & The Storylab

Agency: dentsu X

Range Rover’s 50th anniversary was in danger of becoming a birthday to forget. After decades as the UK’s number 1 premium SUV, its crown was starting to lose its shine and what should have been a cause for celebration was beginning to look more like a midlife crisis.We helped dentsu x use this landmark anniversary as an opportunity to ...

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That Feeling

The AA

Agency: Goodstuff

Audio is often pigeonholed into cost-effective cover building and rarely thought of as a response channel, so our ground-breaking campaign with the newly launched Octave Audio helped to clear the air(waves) when it comes to performance and audio.First, we combined demographic and first-party data, harnessing Octave Audio’s newly formed...

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Winning Big By Thinking Small

Jeep

Agency: Starcom

Faced with a unique and unprecedented sales challenge, Jeep needed to create a step change in footfall on a budget that was dwarfed by the competition. In response we created the smallest campaign in Jeep’s history, and became big news in the places that really mattered. This approach was so successful Jeep sold out of stock before the...

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Banks & Financial Services

Tackling unconscious bias in media: How Nationwide and Wavemaker lead the way with inclusive planning.

Nationwide

Agency: Wavemaker UK

This is not your usual awards entry, because this is not a standard campaign. This is the story of how we shone a spotlight on our planning approach for Nationwide and challenged ourselves and others to strive for greater inclusivity. The media landscape is subject to unconscious bias, meaning diverse audiences are too often overlooked...

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Backing Business with NatWest & ITV

NatWest

Agency: Initiative

Despite a year of well-meaning brands overloading our screens with messages of support, pandemic-struck SMEs continued to struggle in 2021. NatWest knew we had a crucial role in helping them weather the storm. But with a tight media budget and a highly competitive market, we didn’t want to simply put another ‘we’re-here-for-you’ campai...

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Entertaining the nation with Gio, Wynne and Gino

GoCompare

Agency: Hearts & Science

Our Survey Says helped GoCompare overcome the brand preference challenge their highly recognisable but marmite brand mascot creates by using the unique relationship between Gio and Wynne Evans – the man behind the moustache – to entertain the nation. We made the UK’s first ever audience participation gameshow ads featuring Gino D’Acamp...

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Getting the Gender Pension Gap Debated in Parliament

Lloyds Banking Group/Scottish Widows

Agency: MediaCom

The Scottish Widows brand is salient on account of its famous icon and advertising. Its purpose however, championing women in retirement, had received much less attention than their famous widow icon.In 2021 we changed all this. We took a single insight - a £100k shortfall in women’s pension savings in comparison to men - and used this...

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Making business dreams a reality

AXA, Global’ & ‘Fallon, part of Leo Burnett

Agency: Starcom

Faced with low category interest and declining trust, AXA and Global launched ‘The Start-up Angels’ – a partnership that defied category convention and awarded two new businesses with the perfect start to their adventure. By doing this, we cemented AXA's market leading position among SMEs.

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USWITCH 'U STAY PUT'

Zenith UK: Uswitch

Agency: Zenith

We created opportunity out of the energy crisis by convincing Uswitch to be bold and tell customers to “Stay Put”. We grew trust in Uswitch, stole awareness from Compare The Market and generated 4.7m new prospects.

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Consumer Electronics

Turning a Smartwatch into the Nation's Coach

Samsung Galaxy Watch

Agency: Starcom

In a bid to win the smartwatch race, Samsung teamed up with exercise app Strava to create a true media first – a hyper-targeted campaign that turned posters into personal coaches, with both media and creative fuelled by real-time activity data from the UK’s runners. Our campaign increased the pace on all fronts, including accelerating ...

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From shut away to showing off: Turning Samsung's new foldables into the must have fashion accessory

Samsung

Agency: Starcom

We reinvented smartphone launch behaviour by turning the ground-breaking Samsung Folding range into style icons in their own right. Having these sensational devices show up in the coolest places with the “now”est people, we made the Z Flip and Fold the ultimate showing off accessory, reaching unprecedented levels of awareness and world...

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Gravity Defying Growth

Samsung

Agency: Starcom

After a 7-year absence from the market, Samsung wanted to put all other laptops “in a museum” by changing what people expect from their device. By using out-of-home to allow buyers to get up close and personal with the REAL product, we defied both convention and gravity and drove significant spontaneous awareness.

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Highlife

Google x Channel 4

Agency: OMD UK

The Google Pixel phone features the world’s most inclusive camera, more accurately highlighting the nuances of diverse skin tones than its competitors. We spotted an opportunity to showcase this progressive feature by partnering with Channel 4 and their Black to Front season, championing Black talent both in front of and behind the cam...

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THREE & SAMARITANS:​ BE A BETTER PHONE FRIEND​

Zenith UK: Three and Samaritans

Agency: Zenith

Delivering a 14% drop in rejection of Three Mobile, by helping the nation listen better.

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Wearables: Turning Snapchat into a Digital Showroom

Samsung

Agency: Starcom

Gen Z love using Snapchat to try new beauty looks and experiment with the latest trending filters – so why not use it to try Samsung smartphones, watches and earphones too? By creating a bespoke AR try on service inside the Snapchat platform , Samsung saw a substantial increase in preference, consideration and sales amongst younger con...

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Corporate & Utilities

USWITCH 'U STAY PUT'

Zenith UK: Uswitch

Agency: Zenith

We created opportunity out of the energy crisis by convincing Uswitch to be bold and tell customers to “Stay Put”. We grew trust in Uswitch, stoleawareness from Compare The Market and generated 4.7m new prospects.

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E.ON Next: A Literal Lift Of Positive Energy

E.ON, Limited Space

Agency: Starcom

It’s hard to get excited by electricity, but we found a way to recharge people’s senses in the middle of a manic day. We delivered E.on Next’s very own “elevator pitch” that made the benefits of their green energy tangible and supercharged consideration of the brand.

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How TalkTalk Future Fibre beat the competition, street by street

TalkTalk

Agency: m/SIX

The rollout of Full Fibre broadband (Fibre to the Premises - FTTP) is the next big revolution in the Telecoms industry. This entry shows how m/SIX devised a media strategy and communications planning framework that would provide a platform to launch Talktalk’s Future Fibre product, educate potential customers and start customer sales j...

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How Vodafone used 5G to transport locked down Rugby fans to South Africa to support the British & Irish Lions

Vodafone

Agency: Dentsu London Limited - Carat

Live sports and entertainment provide the best opportunities to demonstrate the power of 5G, but the pandemic ground the live events industry to a halt. No fans would be visiting SA to watch the Lions in person; Vodafone had the option to walk away or embrace what it truly means to be a connectivity partner. Doing the latter, we used 5...

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O2 vs. CO2

O2

Agency: Havas Media Ltd.

Climate change is destroying the planet we live on. Every human has a responsibility to make greener choices but corporations can make meaningful differences at scale. O2 has pledged to be net carbon zero by 2025 and in the year of COP 26 there was a never a better time to demonstrate this commitment. ‘Greenwashing’ is prevalent, and a...

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This Is What Sustainability Looks Like

Centrica/British Gas

Agency: MediaCom

The biggest challenge our future faces is climate change. We all have a role to play in tackling it, including the media industry.There are carbon emissions associated with every media impression delivered, which we must work together to reduce. As a first step at MediaCom, we developed the industry-first Carbon Calculator to measure t...

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Fashion & Beauty

A Self Love Uprising with The Body Shop

The Body Shop

Agency: Craft Media with GoodStuff & Wax/On

In a world which whispers to Gen Z women that they are not good enough, we wanted to create an uprising - empowering women to take some time out for self love - as a radical act. We saw words as our enemy. So by harnessing the power of social media, we gave audiences the opportunity to defy the negativity with the ultimate clap-back. W...

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#BeBold

Pentland/ellesse

Agency: MediaCom

This entry tells of a world first. A ground-breaking social media campaign for clothing brand ellesse, developed as a standalone social media event that is set to change eCommerce and even spawned its own global dance movement. ellesse – an established brand but with very low awareness - challenged us to create an online moment that ...

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Lockdown Lines

Wallgreens Boots Alliance/No. 7

Agency: MediaCom

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Phantom - Out of this World

Paco Rabanne Puig, Ocean Outdoor

Agency: Starcom

An out of this world, intergalactic approach to launching a fragrance with an alien invasion in Piccadilly Circus. A stellar performance that drove record-breaking Christmas sales. Mission accomplished!

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Taking second hand clothes out of the closet

Vinted, C4 and Lime

Agency: Starcom/ Channel 4

Fashion is about everything “new”, but by creating a seamless product integration with the most fashionable Hollyoaks storylines and stars we were able to kickstart a whole new “pre-loved” fashion retail behaviour and give a huge boost to the Vinted App

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Drink - Food, Drink & Household

The Golden Hours

Yorkshire Tea

Agency: Goodstuff

Yorkshire Gold is Yorkshire Tea’s finest blend. But it’s difficult to position a product as premium when your core brand is already widely recognised for properness; a trait that goes hand-in-hand with quality. Elevating Yorkshire Gold, communicating its premium credentials and encouraging consumers to share in our belief that it is wo...

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NESPRESSO: MASS PERSONALISATION - NOT A FALLACY AFTER ALL

Zenith UK: Nespresso

Agency: Zenith

Unpicking the tangled knot of identity online to double the match rate and double the ROI.

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Refreshing both Britain and the Robinsons brand by showing the UK that squash is water’s best friend

Britvic / Robinsons

Agency: m/SIX

Robinsons came to m/SIX facing a seemingly impossible challenge; a head-to-head competition with water. Squash - once a healthy alternative to sugary, carbonated beverages, was suffering as relationships with water changed, reducing the demand for a market leading brand. Robinsons knew growth would be impossible without category stimul...

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Transforming TV: Outcomes Driven TV Planning, Buying & Measurement

Yakult

Agency: Hearts & Science

Transforming TV for Yakult: How we developed an outcomes-driven TV model for the UK’s 752nd biggest advertiser increasing revenue by a staggering +42%

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WARNING: This campaign is powered by Nature

Channel 4 x TENZING

Agency: Channel 4

Brands and broadcasters have a key role to play in accelerating societal change around climate change - so how can they work together to promote sustainable consumption, making the biggest impact on audiences, with the smallest footprint?TENZING takes up Channel 4's Greenhouse Fund initiative. A £3 million initiative to support small a...

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Food - Food, Drink & Household

Pringles pops open a whole new world of unexpected gamer connections

Kellogg's | Pringles

Agency: Dentsu London Limited - Carat

Pringles are for Christmas, right? But people snack when gaming! How do you make Pringles part of everyday gaming? You do it with an Undead Flesh-Eating Cowboy Zombie called Frank! This is how we placed Pringles at the heart of gamers’ lives. And they loved it, with an equivalent of over 65 years spent with Frank across a variety of pl...

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England 'Til We Dine

Deliveroo

Agency: Initiative

In June 2021, the wait for UEFA 2020 Euro Championships was over. With all eyes on the tournament, and Deliveroo as the official sponsor of the England Team, it was the perfect opportunity to embed ourselves in football culture. However, with our main competitor sponsoring the entire tournament, our strategy required more than names on...

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Ferrero Rocher: From ‘deck the halls’ to Diwali

Ferrero Rocher

Agency: Starcom

How an inclusive media strategy propelled an uplift in higher margin sales.

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Skittles Pride

Mars/Skittles

Agency: MediaCom

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TAKIS: Don't read this award entry

TAKIS

Agency: Spark Foundry

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 th...

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Household - Food, Drink & Household

Ronseal Presents... The Great Garden Revolution

Ronseal

Agency: DentsuMB UK & The Story Labs

As the UK went into lockdown due to Covid-19, a DIY craze broke out across the country. Suddenly finding themselves with plenty of time on their hands, people set about getting their DIY jobs done in the home and garden.We needed a strategy to help woodcare brand Ronseal respond to the opportunity. With the demand for helpful, easily d...

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The Positivity Project

Method

Agency: Goodstuff

With the nation gripped by the COVID blues, our mission from method was ‘spread joy, not germs,’ for method’s wild rhubarb range, as we faced an especially depressing January. Blind optimism wasn’t going to cut it, people were genuinely struggling, and we needed to authentically empower them. Knowing that content could do this better t...

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Healthcare

Helping a Nation Grieve

Reach, Carat UK, The Story Lab & Co-op Funeralcare

Agency: Reach Solutions

In 2021 Co-op, Reach Plc, Carat and The Story Lab came together to help the Nation grieve in a Pandemic. We saw a nation struggling with their grief in lockdown, with so many having to grieve alone. Plus, with ever-changing Covid regulations, the focus of the campaign would need to be adaptable to the restrictions people were dealing w...

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Sticking two fingers up at tampon discomfort

Tampax, Ladbible and TikTok

Agency: PG One/ Starcom

We took a radical approach to Healthcare category norms by turning Tampax instructions into thumb-stopping content. In doing so we grew consideration, positive brand sentiment and trial among young women. Even more importantly, we helped women feel more confident about using Tampax

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DUREX: PRIVATE TO PUBLIC - CHANGING THE GAME FOR LUBRICANTS

Zenith UK: Durex

Agency: Zenith

How taking lubes out of discreet channels broke the shame cycle and allowed Durex to increase sales by 19% versus plan.

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DUREX: RECOGNISING & COMBATTING LGBTQ+ MARGINALISATION AND FEAR

Zenith UK: Durex

Agency: Zenith

How Durex was the first mainstream brand to gain a deep understanding of LGBTQ+ attitudes to sex, and how they brought this to life in content, transforming the way we communicate forever.

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Launch Berocca Boost

Bayer/Berocca

Agency: MediaCom

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Media & Entertainment

How discovery+ hijacked Halloween to become famous for the paranormal

discovery+

Agency: m/SIX

Paranormal programming was one of discovery+’ top converting genres in their first year of launch. With Halloween fast approaching, it felt like the perfect campaign to move discovery+ beyond its origins as the ‘documentary channel’, and firmly establish them on the UK Streaming scene, alongside the giants of Netflix, Prime & Disney+.T...

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Altogether Different

Channel 4

Agency: OMD UK

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It's a Sin

Channel 4

Agency: OMD UK

How do you launch a show that has that has been turned down by commissioners at the BBC and ITV? A show that has been labelled ‘difficult subject matter’. A show that has the 1980’s AIDS crisis at the heart. You partner with Gay Times, the respected voice of the gay community, to take people back sensitively and authentically to some o...

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Ma Rainey’s Black Bottom: 1920s in the 2020s

Netflix

Agency: Wavemaker UK

Ma Rainey’s Black Bottom, was one of Netflix’s big bets for the 2021 Awards season; a biographical musical drama about a trailblazing blues singer. But Ma Rainey wasn’t a household name. We needed to raise the profile of this important film and drive conversation, whilst simultaneously ensuring we reached BAFTA/Oscar voters, to improve...

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The Great British Bake Off

Channel 4

Agency: OMD UK

We’re always talking about big ideas in media. Well, they don’t come bigger than a 200ft cake slap bang in the middle of Glasgow city centre. Not big enough for you? Let’s add in a dash of weather-triggered dynamic OOH, a dollop of bespoke Instagram cake-face filters, a side helping of radio, plus a sliver of influencer content. We ser...

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The Launch of Sky Glass

British Sky Broadcasting/Sky Glass

Agency: MediaCom

With the launch of Sky Glass, Sky found themselves in the unusual position of a challenger brand in a new sector. We helped create a full funnel planning approach, that went beyond mere awareness and fame to manage customer journeys through the ‘messy middle’, with three layers of activity to match the three different speeds of making ...

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Public Sector & Charities

Think Global, Recycle Local – How we lead the Electrical Recycling Revolution with persuasion, planning and a pink cat

WEE - Material Focus

Agency: december19 and Truant

‘Humans, recycle your Electricals’ commanded Hypnocat, the bright pink cat with swirling, hypnotic eyes – and they did! Tackling the challenge of electrical waste in the UK with a modest media budget was no small task, but with an outstanding creative in ‘Hypnocat’; an effective media strategy, tapping into behaviour change methodolo...

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A Soldier is a Soldier

The Army x LADbible Group; OmniGOV @ MG OMD

Agency: LADbible Group

We found that 3 out of 4 women don't believe they’d fit in the Army. So, Capita and the British Army partnered with LADbible Group to fundamentally change how the modern female soldier is portrayed, get more women to join and to spread the word that a ‘Solider is a Solider’. We know that representation matters – and our research showed...

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RNIB Letter from Santa: Ensuring every child is included in the magic of Christmas

RNIB (Royal National Institute of Blind people), Good Agency

Agency: John Ayling & Associates

RNIB (Royal National Institute of Blind people), the UK’s leading sight loss charity, wants to make the world a more accessible place for those with sight loss. RNIB’s Letter from Santa service delivers his letters – in formats like braille and audio - to children with visual impairment from Santa to share the magic of the festive seas...

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The ad break we never expected to be in

The British Heart Foundation, ITV, Saatchi&Saatchi London

Agency: PHD UK

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 new potential life-savers.

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This Girl Can Move ...with Global, Sport England and Omnigov

Global / Omnigov/ Sport England / This Girl Can

Agency: Global

Research by Sport England had shown that fear of judgement was inhibiting women from exercising and lockdown had resulted in fatigue around Wellness messaging.Music is compelling when it comes to movement - it’s impossible not to move to the music we love. Our mission was simple. Take music that women love, land the truth that it doesn...

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Virtual Kitchen table conversations with Netmums

Counter Terrorism Policing

Agency: Wavemaker UK

With online radicalisation increasing for children over the pandemic, Counter Terrorism Policing partnered with Netmums to tap into a safe space for mums to discuss how to spot the signs of online radicalisation, complemented with live forums, video content, native articles and social media takeover, resulting in the highest number of ...

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Retail - Online & Offline

Taking second hand clothes out of the closet

Vinted, C4 and Lime

Agency: Starcom and Channel 4

Fashion is about everything “new”, but by creating a seamless product integration with the most fashionable Hollyoaks storylines and stars we were able to kickstart a whole new “pre-loved” fashion retail behaviour and give a huge boost to the Vinted App

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Christmas 2021

John Lewis

Agency: MG OMD

Each year, John Lewis creates the most sought-after advertising campaign in the UK; a cultural moment the UK seek out in their millions. Every year we raise the stakes and every year after we need to do this once more. This year, we showed how a similar brief with similar creative, doesn't need to be a run of the mill campaign. In 2021...

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Co-Op funeralcare with Global and The Story Lab

Global / The Story Lab / Co-Op

Agency: Global

A nationwide survey into the UK’s funeral wishes, uncovering the facts around the wishes of the country on their funeral plans. The survey would enable Global and Co-Op to identify trends associated with funeral planning, filtering results regionally to identify local trends.Trends would then populate outdoor sites in the local towns/c...

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Feel Good As New

Wallgreens Boots Alliance/Boots

Agency: MediaCom

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Masked Dancer

Lidl

Agency: OMD UK

How do you convince a sceptical audience of grocery shoppers that Lidl really does have the range to fulfil even the biggest of weekly shops? By uniting the store with ITV’s breakout smash hit The Masked Dancer to showcase the wonders of the aisles, as shopped by our Lidl loving mystery celebrity.

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Travel & Leisure

Tackling travel clichés with TikTok

Hilton

Agency: Merkle

Our entry is a brand campaign that Merkle and Hilton worked on with TikTok, this was Hilton’s first paid media campaign on the platform in the UK and it was also a hotel industry first. The campaign was planned and delivered end to end by Merkle, Hilton, TikTok and TikTok’s creator agency partner, Influencer. It included an extensive i...

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Let's Do London

London & Partners

Agency: Wavemaker UK

With London’s tourism and hospitality sector decimated by a year of lockdowns, we helped deliver a £70m boost to the city’s economy by encouraging UK-based holidaymakers to take a trip to the capital. By identifying the regional audiences most likely to visit and weighting our communications accordingly, we increased volume of visits a...

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Loved ones in need

Rail Delivery Group

Agency: Spark Foundry

After 18 months of fear and uncertainty and Government campaigns telling people to stay at home, we were tasked with getting people back on trains in 2021. We developed a socially led plan that placed human connection and visiting loves ones in need at the centre of the UK’s fast growing social platform – TIK TOK. Despite overwhelming ...

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Rest Easy

Premier Inn

Agency: UM

Premier Inn is the UK's largest hotel chain. But after 3 years with no brand advertising, core brand health metrics and direct site traffic had waned.Hospitality was suffering under the pandemic and the road out of lockdown was unclear. Furthermore, Premier Inn faced heightened competition from Airbnb and Online Travel Aggregators (OTA...

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Data & CRM Categories

The CRM & Media Award

NESPRESSO: MASS PERSONALISATION - NOT A FALLACY AFTER ALL

Zenith UK: Nespresso

Agency: Zenith

Unpicking the tangled knot of identity online to revolutionise CRM in media, doubling the match rate and ROI for Nespresso.

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How George used CRM to rewrite the book on SOV

ASDA

Agency: Spark Foundry

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. Th...

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The Data & Creativity Award

How Cadbury reignited the spirit of Easter, increased market share and added 1m people to its database

Mondelēz | Cadbury Easter

Agency: Dentsu London Limited - Carat

With the ritual of Easter egg hunts only mattering to a core audience of young families, and in the midst of a global pandemic that threatened to ruin Easter (again), Cadbury had a responsibility as category leader to spread the magic of Easter to everyone in the UK. Cadbury Worldwide Hide allowed consumers to hide an egg for a loved o...

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Heineken “Enjoy The Rivalry”

Heineken UK

Agency: dentsu X

In the summer of 2021, the EUROS finally came home…to Heineken, with +2% growth vs -8.7% category decline. After 32 years of Carlsbergdomination, Heineken picked up the sponsorship mantle and used it to turbo-charge their relationship with fans. Hyper relevant, data-driven creative enhanced the EUROs experience, enabling fans to look p...

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Finecast for Isuzu

Isuzu

Agency: Finecast UK, Mediacom North

Finecast is a leading addressable TV company that enables advertisers to precision target audiences in on-demand, linear and live streaming TV environments. Using Finecast’s proprietary audience planner, brands can leverage advanced household targeting and optimisation capabilities to reach viewers on the big screen whilst helping adve...

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NESPRESSO: MASS PERSONALISATION - NOT A FALLACY AFTER ALL

Zenith UK: Nespresso

Agency: Zenith

How a new way of using personal data unpicked the tangled knot of identity online to double match rates and ROI.

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Turning a Smartwatch into the Nation's Coach

Samsung Galaxy Watch

Agency: Starcom

In a bid to win the smartwatch race, Samsung teamed up with exercise app Strava to create a true media first – a hyper-targeted campaign that turned posters into personal coaches, with both media and creative fuelled by real-time activity data from the UK’s runners. Our campaign increased the pace on all fronts, including accelerating ...

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Video Killed the DCO Star

Dynamic Content Engine: SAMSUNG

Agency: Starcom

What’s the point in the best targeting data in the world if you can’t put great advertising in front of the right people? Our data science and content teams came together to build the Dynamic Content Engine: a data powered machine that uses artificial intelligence to identify the strongest visual features across all our clients' market...

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Content Categories

Best Use of Experiential

Design for Everyone

Royal National Institute of Blind People (RNIB)

Agency: Wavemaker UK

90% of people with sight loss find information on packaging difficult or impossible to read despite it being a legal requirement to include ingredients and nutritional information on food products. To combat this problem, RNIB asked us to deliver a bold and provocative campaign that would raise awareness of the issue and apply pressure...

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Alibi Escape Room

UKTV Alibi Channel

Agency: UKTV

An innocuous London warehouse became the scene of a vicious crime and a beguiling mystery, as Alibi transformed the space into an innovative escape room, where Instagram influencers and the public were challenged to solve a case.Four influencers, whose profiles and following matched Alibi’s key demographic, were invited to share their ...

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Jolting people back

LNER

Agency: MG OMD

With their business severely hit by Covid-19, LNER had the big task of building back journeys and revenue, which had dropped -95% vs pre Covid Levels. After navigating a long period of travel restrictions which finally eased in the Summer 2021, we needed to re-establish LNER in people’s minds as the preferred mode to travel to destinat...

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Tiger Pig

Subway

Agency: MediaCom

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Upliftford

ASICS and Pitch Marketing Group & The Park

Agency: Agit8

The Objective:ASICS is the number one running footwear brand in Europe, with an average value market share of 31%.*However, ASICS’ market share in the UK at end of 2020 was the lowest in Europe, at just 20%.Our objective was simple. We needed to gain market share in the UK by making consumers aware of ASICS’ unique and highly different...

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Best Social Strategy

#BeBold

Pentland/ellesse

Agency: MediaCom

This entry tells of a world first. A ground-breaking social media campaign for clothing brand ellesse, developed as a standalone social media event that is set to change eCommerce and even spawned its own global dance movement. ellesse – an established brand but with very low awareness - challenged us to create an online moment that ...

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Census 2021

HM Government

Agency: MG OMD

The Census has been implemented in the UK since 1801, with its decennial drumbeat forming a key part of UK life. The importance of the census cannot be understated, its results inform government decisions that will impact society and the economy for years to come. Therefore, it needs to reflect the true fabric of the country, represent...

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Ferrero Rocher: From ‘deck the halls’ to Diwali

Ferrero Rocher

Agency: Starcom

How an inclusive media strategy propelled an uplift in higher margin sales.

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How Cadbury sold out of the new Twirl Orange in 5 minutes by treating the chocolate bar like they were Glasto tickets

Mondelēz | Cadbury Twirl Orange

Agency: Dentsu London Limited - Carat

Believe the hype - A chocolate bar selling out in 5 minutes? Sounds more like Glasto tickets than a 69p purchase. Well, that’s the idea. For the launch of the new Cadbury Twirl Orange, a chocolate bar became gold dust, and the ultimate must-have for Gen Z. So much so they were selling on eBay for £5. And with 9.5m impressions, 266k twe...

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Just So You Know

Amazon Prime Video UK

Agency: Social Chain

How do you create a “think big” social campaign for the young LGBTQ+ community without speaking for them? Give them the stage.3 out of 4 LGBTQ+ individuals say TikTok is where they can express themselves. To celebrate the second season of Modern Love for Amazon Prime Video UK, Social Chain produced the streaming giant’s first TikTok Or...

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Love Me Liquid Lip

MAC Cosmetics

Agency: MG OMD

M.A.C Cosmetics are the leaders in make-up, with the number one position for lip and number two position for foundation. However, when Covid hit the UK, M.A.C was faced with a big challenge. With 46% of the UK working population now working from home and with the government making masks compulsory, consumers were no longer prioritising...

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Virtual Kitchen table conversations with Netmums

Counter Terrorism Policing

Agency: Wavemaker UK

With online radicalisation increasing for children over the pandemic, Counter Terrorism Policing partnered with Netmums to tap into a safe space for mums to discuss how to spot the signs of online radicalisation, complemented with live forums, video content, native articles and social media takeover, resulting in the highest number of ...

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Branded Content - Audio

Woodsman in the Woodshed; Nailed it!

The Woodsman Whisky / Whyte & Mackay

Agency: Republic of Media

The Woodsman Whisky believe that ‘True Character is built by hand’. Commissioning Radio X’s Johnny Vaughan and Gavin “The Woodsman” Woods to make their own hand-builds in the ‘Woodsman Woodshed’ NAILED IT for the Woodsman Brand and showed the power of long-term partnership. The brand insight aligned perfectly with the idea, meaning the...

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At your Leisure with Sue Perkins' podcast brought to you by Lego and Global and Initiative

Lego with Global and Initiative

Agency: Global

LEGO were on a mission to show people they were permissible to grown-ups and offered a way to tap into the pastimes that make people tick. Their new ‘Joyful Focus’ positioning recognised that whilst grown up life can be stressful, it was important for people to find time to engage with their passions.Introducing At Your Leisure - A ten...

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Branded Content - Online and Socials

Sticking two fingers up at tampon discomfort

Tampax, Ladbible and TikTok

Agency: PG One/ Starcom

By turning Tampax instructions into thumb-stopping content, we grew consideration and positive brand sentiment among young women. Even more importantly, we helped women feel more confident about using Tampax, and drove trial among our audience

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#BeBold

Pentland/ellesse

Agency: MediaCom

This entry tells of a world first. A ground-breaking social media campaign for clothing brand ellesse, developed as a standalone social media event that is set to change eCommerce and even spawned its own global dance movement. ellesse – an established brand but with very low awareness - challenged us to create an online moment that ...

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100 teachers, 100 passions, 100 ways to shape lives

Department for Education

Agency: MG OMD and Guardian News & Media

As anyone who experienced the ups and downs of homeschooling during lockdown will tell you (it was a lot!), it's never been more important to inspire the next generation to consider teaching as a career. The Guardian Labs and 4Studio partnered with the Department for Education to tell the stories of 100 diverse teachers across the coun...

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Bacardi x Defected

Bacardi

Agency: OMD UK

The perfect campaign is much like the perfect cocktail: balance, freshness and results that get you dancing. BACARDí Spiced is about good vibes, great taste, inspiring consumers to do what moves them. As a recently launched brand, we needed to make it famous with a new generation of rum drinkers and music lovers.Traditionally activatin...

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Pringles pops open a whole new world of unexpected gamer connections

Kellogg's | Pringles

Agency: Dentsu London Limited - Carat

It’s not every day you get to bring to life an Undead Flesh-Eating Cowboy Zombie called Frank, is it? This is how far we went to place Pringles at the heart of gamers’ lives. And they loved it, with an equivalent of over 65 years of total time spent with Frank across a variety of platforms.This is a story of how powered-up collaboratio...

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Road Trips

The AA & Secret Escapes

Agency: Goodstuff

When restrictions relaxed in May last year, the nation was ready for a UK getaway and the summer staycation surge began. Rather than campaigning based on breakdown fears, The AA challenged us to help more drivers to not just holiday safely in their car, but to experience more with it again. Meanwhile, fellow Goodstuff client Secret Esc...

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Branded Content - TV & Cinema

Backing Business with NatWest & ITV

NatWest

Agency: Initiative

Despite a year of well-meaning brands overloading our screens with messages of support, pandemic-struck SMEs continued to struggle in 2021. NatWest knew we had a crucial role in helping them weather the storm. But with a tight media budget and a highly competitive market, we didn’t want to simply put another ‘we’re-here-for-you’ campai...

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Entertaining the nation with Gio, Wynne and Gino

Go Compare/Family Fortunes

Agency: Hearts & Science

Our Survey Says helped GoCompare overcome the brand preference challenge their highly recognisable but marmite brand mascot creates by using the unique relationship between Gio and Wynne Evans – the man behind the moustache – to entertain the nation. We made the UK’s first ever audience participation gameshow ads featuring Gino D’Acamp...

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Hellmann’s Cook Clever Waste Less

Unilever - Hellmann's

Agency: Mindshare UK

Hellmann’s became the beacon for the efforts to eliminate food waste by creating the first sustainability-led ad-funded programme in the UK to raise awareness of the scale of the issue. The programme was produced by BBCS and commissioned by top UK broadcaster Channel 4.

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Ma Rainey’s Black Bottom: 1920s in the 2020s

Netflix

Agency: Wavemaker UK

Ma Rainey’s Black Bottom, was one of Netflix’s big bets for the 2021 Awards season; a biographical musical drama about a trailblazing blues singer. But Ma Rainey wasn’t a household name. We needed to raise the profile of this important film and drive conversation, whilst simultaneously ensuring we reached BAFTA/Oscar voters, to improve...

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Ronseal Presents... The Great Garden Revolution

Ronseal

Agency: DentsuMB UK

As the UK went into lockdown due to Covid-19, a DIY craze broke out across the country. Suddenly finding themselves with plenty of time on their hands, people set about getting their DIY jobs done in the home and garden.We needed a strategy to help woodcare brand Ronseal respond to the opportunity. With the demand for helpful, easily d...

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Content Strategy

Skittles Pride

Mars/Skittles

Agency: MediaCom

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DUREX: RECOGNISING & COMBATTING LGBTQ+ MARGINALISATION AND FEAR

Zenith UK: Durex

Agency: Zenith

How Durex was the first mainstream brand to gain a deep understanding of LGBTQ+ attitudes to sex, and how they brought this to life in content, transforming the way we communicate forever.

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Feasting with Ocado Retail

Ocado Retail

Agency: Hearts & Science and Guardian News & Media

In a year-long media first, Ocado Retail partnered with the Guardian to publish a fully shoppable recipe magazine with QR codes on every recipe in Feast taking readers from page to online basket - and launched a brand new hit podcast: Comfort Eating with Grace Dent.

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Helping a Nation Grieve

Reach, Carat UK, The Story Lab & Co-op Funeralcare

Agency: Reach Solutions

In 2021 Co-op, Reach Plc, Carat and The Story Lab came together to help the Nation grieve in a Pandemic. We saw a nation struggling with their grief in lockdown, with so many having to grieve alone. Plus, with ever-changing Covid regulations, the focus of the campaign would need to be adaptable to the restrictions people were dealing w...

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Joyful Focus

LEGO

Agency: Initiative

The LEGO® Group is one of the most beloved brands in the world, however it’s soaring success amongst children has alienated many adults who think the brand “wasn’t for them”. We conducted a bespoke quant & qual research study, and discovered that adults were turning to hands-on hobbies to alleviate the stress brought on by lockdowns. T...

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The Funday Times

News UK & Google

Agency: OMD UK

News UK's partnership with Google (£400k net) delivered on creativity and generated a mass of industry buzz. From a creative standpoint, the campaign was very exciting: we pitched to bring back four Funday Times special editions to encourage families to get out and discover their summer, with help from a range of free Google features (...

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THREE & SAMARITANS:​ BE A BETTER PHONE FRIEND​

Zenith UK: Three and Samaritans

Agency: Zenith

Delivering a 14% drop in rejection of Three Mobile, by helping the nation listen better.

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Media Partnerships: Budget under £250K

Road Trips

The AA & Secret Escapes

Agency: Goodstuff

When restrictions relaxed in May last year the nation was ready for a UK getaway and the summer staycation surge began. Rather than campaigning based on breakdown fears, The AA challenged us to help more drivers to not just holiday safely in their car, but to experience more with it again. Meanwhile, fellow Goodstuff client, Secret Esc...

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How Rightmove became synonymous with the hunt for property

Rightmove by Electric Glue & Channel 4

Agency: Channel 4

Rightmove is the leading online property portal in the UK. However, with no physical high street presence, the brand has to continually fight for the most important piece of real estate that exists; space within consumers’ minds. The challenge was to establish Rightmove as the default choice for people looking for property by getting a...

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Launch Berocca Boost

Bayer/Berocca

Agency: MediaCom

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Making Ads Less Visible

Essence (Airbnb & BT), PHD (Experian), P&G One (Gillette & Oral B) and Manning Gottlieb OMD (Virgin Media)

Agency: Channel 4

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Skittles Pride

MediaCom & Gay Times

Agency: MediaCom

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The ad break we never expected to be in

The British Heart Foundation, ITV, Saatchi&Saatchi London

Agency: PHD UK

The British Heart Foundation had no plans to advertise during Euro 2020, but following the shocking collapse of Denmark footballer, Christian Eriksen, this is how we collaborated across an intense 72hrs to create and deliver a powerful contextual media partnership that created 58,000 more potential life-savers.

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Turning a Smartwatch into the Nation's Coach

Samsung Galaxy Watch

Agency: Starcom

In a bid to win the smartwatch race, Samsung teamed up with exercise app Strava to create a true media first – a hyper-targeted campaign that turned posters into personal coaches, with both media and creative fuelled by real-time activity data from the UK’s runners. The partnership increased the pace on all fronts, including accelerati...

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Media Partnerships: Budget over £250K

Channel 4 & Allies Represent Black To Front

Channel 4 & Allies

Agency: Channel 4

In the Summer of 2020 two things dominated the headlines. Covid-19 & Black Lives Matter. At Channel 4 we were born to represent, challenge and re-invent & at that moment we asked ourselves one question. Were we doing enough to improve the long-term representation of the Black community in the TV industry? The answer to that question wa...

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100 teachers, 100 passions, 100 ways to shape lives

Department for Education

Agency: MG OMD and Guardian News & Media

As anyone who experienced the ups and downs of homeschooling during lockdown will tell you (it was a lot!), it's never been more important to inspire the next generation to consider teaching as a career. The Guardian Labs and 4Studio partnered with the Department for Education to tell the stories of 100 diverse teachers across the coun...

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Feasting with Ocado Retail

Ocado Retail

Agency: Hearts & Science and Guardian News & Media

In a year-long media first, Ocado Retail partnered with the Guardian to publish a fully shoppable recipe magazine with QR codes on every recipe in Feast taking readers from page to online basket - and launched a brand new hit podcast: Comfort Eating with Grace Dent.

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Generation Change

The Open University - Viacom/MTV

Agency: Havas Media & JUMP

The Open University have an ongoing issue around credibility amongst 18-28 year old’s. To appeal to this audience, we needed to unpack the OU offering and benefits to improve understanding and drive consideration. Leveraging the increased feeling of future uncertainty amongst young people we created a hugely impactful content series in...

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giffgaff gives back

giffgaff

Agency: Havas Media & Global

There’s a problem in the category. Competitors spend millions advertising newer devices people don’t need on tariffs they never fully use. People have succumbed to these conventions and lack awareness of the alternative. To effectively raise brand awareness, Havas set out their strategy to ‘connect people for good’, harnessing the bran...

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Highlife

Google x Channel 4

Agency: OMD UK

The Google Pixel phone features the world’s most inclusive camera, more accurately highlighting the nuances of diverse skin tones than its competitors. We spotted an opportunity to showcase this progressive feature by partnering with Channel 4 and their Black to Front season, championing Black talent both in front of and behind the cam...

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Insight & Innovation Categories

Best Use of Insight

Sticking two fingers up at tampon discomfort

Tampax, Ladbible and TikTok

Agency: PG One/ Starcom

Trailblazing female social publisher Tyla [part of LADbible Group] were enlisted by Tampax to help ease young people’s tampon fears and bust common tampon myths that put young people off using them. With our in-house Data, Intelligence and Planning team, we learnt 59% of Tyla’s audience struggled using tampons – despite the enclosed in...

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Caitlin's Hour

The AA

Agency: Goodstuff

18-year-old Caitlin Huddleston tragically died in a car crash with a van one night on a rural road. Neither driver was speeding, but the road was wet, and her inexperienced driver was travelling too fast for the conditions, on a country road.To raise awareness of the added risks of rural roads, we created ‘Caitlin’s Hour,’ a radio show...

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DUREX: RECOGNISING & COMBATTING LGBTQ+ MARGINALISATION AND FEAR

Zenith UK: Durex

Agency: Zenith

How Durex was the first mainstream brand to gain a deep understanding of LGBTQ+ attitudes to sex, and how they brought this to life in content, transforming the way we communicate forever.

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DUREX: PRIVATE TO PUBLIC - INSIGHT CHANGES THE LUBES GAME

Zenith UK: Durex

Agency: Zenith

How an insight drove us to take lubes out of discreet channels and break the shame cycle.

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Getting the Gender Pension Gap Debated in Parliament

Lloyds Banking Group/Scottish Widows

Agency: MediaCom

The Scottish Widows brand is salient on account of its famous icon and advertising. Its purpose however, championing women in retirement, had received much less attention than their famous widow icon.In 2021 we changed all this. We took a single insight - a £100k shortfall in women’s pension savings in comparison to men - and used this...

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Creative Idea: Budget under £250K

Design for Everyone

Royal National Institute of Blind People (RNIB)

Agency: Wavemaker UK

90% of people with sight loss find information on packaging difficult or impossible to read despite it being a legal requirement to include ingredients and nutritional information on food products. To combat this problem, RNIB asked us to deliver a bold and provocative campaign that would raise awareness of the issue and apply pressure...

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How Cadbury introduced ‘A New Type of Gold’ and created the world’s firstever Chocolate Bar Stock Exchange

Mondelēz | Cadbury Wispa

Agency: Dentsu London Limited - Carat

It’s hard being a classic in a modern world, always there but never heard, just like a Wispa. Launching the limited edition Wispa Gold Hazelnut bar within a short sales window meant the pressure was on for immediate impact. Our younger target audience was indifferent to the old favourite Wispa Gold -we were fighting for the attention o...

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Launch Berocca Boost

Bayer/Berocca

Agency: MediaCom

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The ad break we never expected to be in

The British Heart Foundation, ITV, Saatchi&Saatchi London

Agency: PHD UK

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 new potential life-savers

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USWITCH 'U STAY PUT'

Zenith UK: Uswitch

Agency: Zenith

We created opportunity out of the energy crisis by convincing Uswitch to be bold and tell customers to “Stay Put”. We grew trust in Uswitch, stole awareness from Compare The Market and generated 4.7m new prospects.

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Vita Coco, Work from Anywhere

Vita Coco

Agency: Yonder Media

The widespread shift to home working over the course of 2021 made a big dent in Vita Coco’s meal deal and impulse sales, creating the need for a new comms approach that went beyond proximity OOH. Yonder set out to make Vita Coco relevant in the new cultural landscape of the pandemic in order to regain lost share of mind and boost sales...

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Creative Idea: Budget over £250K

Channel 4 & Allies Represent Black To Front

Channel 4 & Allies

Agency: Channel 4

In the Summer of 2020 two things dominated the headlines. Covid-19 & Black Lives Matter. At Channel 4 we were born to represent, challenge and re-invent & at that moment we asked ourselves one question. Were we doing enough to improve the long-term representation of the Black community in the TV industry? The answer to that question wa...

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England 'Til We Dine

Deliveroo

Agency: Initiative

In June 2021, the wait for UEFA 2020 Euro Championships was over. With all eyes on the tournament, and Deliveroo as the official sponsor of the England Team, it was the perfect opportunity to embed ourselves in football culture. However, with our main competitor sponsoring the entire tournament, our strategy required more than names on...

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Feasting with Ocado Retail

Ocado Retail

Agency: Hearts & Science and Guardian News & Media

In a year-long media first, Ocado Retail partnered with the Guardian to publish a fully shoppable recipe magazine with QR codes on every recipe in Feast taking readers from page to online basket - and launched a brand new hit podcast: Comfort Eating with Grace Dent.

Read More

How Cadbury sold out of the new Twirl Orange in 5 minutes by treating the chocolate bar like they were Glasto tickets

Mondelēz | Cadbury Twirl Orange

Agency: Dentsu London Limited - Carat

Believe the hype - A chocolate bar selling out in 5 minutes? Sounds more like Glasto tickets than a 69p purchase. Well, that’s the idea. For the launch of the new Cadbury Twirl Orange, a chocolate bar became gold dust, and the ultimate must-have for Gen Z. So much so they were selling on eBay for £5. And with 9.5m impressions, 266k twe...

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Unexpected Guest takes over the Metaverse

John Lewis

Agency: MG OMD

This year, we showed how a similar brief with similar creative, doesn't need to result in a similar media approach. For the 2021, much anticipated John Lewis Christmas campaign, we took a 90” TV asset and stretched it into the physical, digital and virtual worlds of our audiences. Through the use of an entirely new channel for them and...

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Product Innovation - Media Agency

MediaCom's Carbon Calculator

MediaCom

Agency: MediaCom

The biggest challenge our future faces is climate change. We all have a role to play in tackling it, including the media industry. There are carbon emissions associated with every media impression delivered, which we must work together to reduce. As a first step at MediaCom, we developed the industry-first Carbon Calculator to measure ...

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Finding Equilibrium in Brand Search

Western Union

Agency: Mediahub UK

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Real-time econometric creative decisioning

Imodium

Agency: UM

This has been a particularly challenging time for the Anti Diarrhoea (AD) category. Lockdowns have resulted in millions suddenly changing their food consumption habits, travel plans & finding other ways to manage their conditions. Being at home where conditions are more manageable, ultimately caused a fall in sales for Imodium. As COVI...

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Search Auto Script

Specsavers

Agency: MG OMD

The search strategy for Specsavers has always been to ‘dominate brand,’ which maximises impression share across the pure-brand term, [Specsavers]’. This ensures we remain visible to prospects showing intent and protects our brand real-estate when competitors are present. But as the leading Optician on the high-street this wasn’t cheap,...

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SuperPanel

Google

Agency: OMD UK

Whether it’s how we discover, communicate or travel, Google has consistently redefined the status quo like few others. Faced with a measurement status quo that relied on claimed behaviour and shared data, we created something equally revolutionary to improve their advertising effectiveness - the SuperPanel. The SuperPanel is a propriet...

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Trnds.xyz - The definitive music marketing tool for TikTok

Columbia Records

Agency: Round Marketing

TikTok has fundamentally changed the music industry - from discovery, to marketing, to long term monetisation, the platform has become a dominant factor in a song's lifecycle. Our goal at Round was to develop the ultimate music marketing tool for TikTok – trnds.xyz. Trnds.xyz can discover new unsigned talent, find the best influencers ...

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Product Innovation - Media Owner

Web Attribution: Attributing the true picture of TV Advertising

Sky Mobile and 200+ others

Agency: Sky

With ecommerce growing faster than ever and well-established second screening behaviour, everyone believes TV can drive web traffic, but we wanted to prove it. With our partner TVSquared, we built an award-winning deterministic solution that combines a brand’s web traffic with Sky’s viewing data on any viewing platform to examine the i...

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Addressing The Inconvenient Truth: Carbon Reduction As The New Planning Currency

Mobsta

Agency: Mobsta

There’s so much discussion surrounding our industry’s response to climate change. Though positive steps are being taken to reduce our collective impact, there’s clearly a need for an acceleration of the agenda, to move from discussion to action. As a media owner, we are directly responsible for the ads we serve, and by association the ...

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Metro distributes first ever braille cover of a newspaper

Mail Metro Media for RNIB / John Ayling & Associates

Agency: Mail Metro Media

On International Day of Disabled People in December 2021, Metro teamed up with the Royal National Institute of Blind people to deliver the UK’s first ever braille front cover of a national newspaper. 15,000 copies of the special edition paper were distributed in commuter hubs in London that morning, enabling blind and partially sighted...

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Ozone Ad Manager Insights - Powering Real World Consumer Understanding

The Ozone Project and Goodstuff

Agency: Ozone

"Smart interpretation of real-world consumer behaviour is fundamental to the planning, activation and effectiveness of digital advertising. Ozone Ad Manager Insights (OAMI) is a product innovation - developed with agency-led guidance from Goodstuff - that makes it simple for our customers to apply our unique real-world, cross publisher...

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Total Communications Campaign

RNIB Letter from Santa: Ensuring every child is included in the magic of Christmas

RNIB (Royal National Institute of Blind people), Good Agency

Agency: John Ayling & Associates

RNIB (Royal National Institute of Blind people), the UK’s leading sight loss charity, wants to make the world a more accessible place for those with sight loss. RNIB’s Letter from Santa service delivers his letters – in formats like braille and audio - to children with visual impairment from Santa to share the magic of the festive seas...

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England 'Til We Dine

Deliveroo

Agency: Initiative

In June 2021, the wait for UEFA 2020 Euro Championships was over. With all eyes on the tournament, and Deliveroo as the official sponsor of the England Team, it was the perfect opportunity to embed ourselves in football culture. However, with our main competitor sponsoring the entire tournament, our strategy required more than names on...

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#LooksLikeGuinness

Diageo - Guinness

Agency: PHD UK

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Channel 4 & Allies Represent Black To Front

Channel 4 & Allies

Agency: Channel 4

In the Summer of 2020 two things dominated the headlines. Covid-19 & Black Lives Matter. At Channel 4 we were born to represent, challenge and re-invent & at that moment we asked ourselves one question. Were we doing enough to improve the long-term representation of the Black community in the TV industry? The answer to that question wa...

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Christmas 2021

John Lewis

Agency: MG OMD

Each year, John Lewis creates the most sought-after advertising campaign in the UK; a cultural moment the UK seek out in their millions. Every year we raise the stakes and every year after we need to do this once more. This year, we showed how a similar brief with similar creative, doesn't need to be a run of the mill campaign. In 2021...

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To Firsts That Last

Kopparberg

Agency: Goodstuff

Finding further share growth as a category leader is hard at the best of times, but it’s even harder when pubs and summer events are closed, your core fruit cider market is declining, and your 18-24 audience is drinking less than ever before.To answer these challenges, we built a campaign that celebrated the joy of first experiences. C...

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International

Best International Strategy

Precision1: How we beat the odds to win a new generation

Alcon

Agency: Starcom

Contact lenses should be a no-brainer. But when most new wearers give up on them, we launched PRECISION1 in 43 countries to win the 30 days after they’ve started – successfully creating a new generation of lens-lovers.

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Nespresso - Setting new global sustainable foundations for growth

Nestlé - Nespresso

Agency: Zenith Global

Revitalising an iconic brand on a global scale through local initiatives which increased sustainability perceptions by 8.5 pts and grew sales x6.5. After 30 years of leading premium in-home coffee, Nespresso’s golden years were gone - losing relevancy against hundreds of rivals’ cheaper capsules and aspirational full automats, but more...

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Power Further, Together.

The North Face, Mongoose, 1000heads, Bigger., OMGDOOH.

Agency: PHD UK

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TENA - Despair No More

Essity - TENA

Agency: Zenith Global

TENA: Smashing stigmas from Sweden to Saudi, to drive market share by 90%. A global strategy coupled with local insight drove a cultural change in Saudi Arabia and extraordinary business results.Incontinence is a societal taboo that one in three women over 35 suffer. TENA is the world’s #1 brand and has a mission to destigmatise it. Of...

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TIKTOK: GIFS AND MEMES WIN THE EUROS

Zenith UK + Global: TikTok

Agency: Zenith

Our activation brought the TikTok Euros sponsorship to life last Summer, through mass European-wide sharing of memes and GIFs. In doing so, we improved critical non-user likeability as a direct result.

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Best of the Best Categories

Agency Team of the Year - Innovation

OmniGov

Agency: MG OMD

After one of the most demanding years in history for HM Government communications, MG’s OmniGov team started 2021 with extensive learnings from a turbulent 2020. With these learnings in place, our energies and focus could be concentrated on delivering great work and outcomes that would make the biggest difference to the public when the...

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Decisions Science, OMD UK

Agency: OMD UK

OMD UK’s Decisions Science is a team of insight and effectiveness experts, created in 2021 to bring together 30 Researchers, Technology Specialists, Data Scientists and Coders to help clients make better decisions for their businesses. In 2021 alone the team generated more than £3m in revenue for the agency, working with half of OMD’s ...

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Initiative UK Strategy Team

Agency: Initiative

The Initiative UK strategy team set themselves a deceptively simple plan in 2021 – grow by being famous for having the best people in the industry. So led by our new Chief Strategy Officer, Will Parrish, we launched Velocity Planning - with a laser focus on having the most people friendly product to harness the potential of every singl...

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MediaCom's Green Team

Agency: MediaCom

MediaCom's Green Team is a small team with big ambitions. Working together to make MediaCom a greener organisation, and its employees more sustainably minded, this year they broadened their approach, focusing on the wider industry. The result is an industry-leading product, the Carbon Calculator, which enables agencies and brands to of...

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OPTS: Team Samsung

Agency: Starcom

In 2021, we significantly expanded our scope, we swept the awards board, smashed all commercial targets and, in the toughest of tough years we delivered both a client and team NPS of 8+. With our clients, we've built a new kind of partnership. And we’ve done it on a massive scale.

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Wavemaker UK: Nationwide

Agency: Wavemaker UK

Wavemaker’s partnership with Nationwide Building Society is a constant source of pride for every member of the team. Our shared values and agency ethos of Positive Provocation has seen that partnership go from strength to strength over the last 5 years. It has laid the foundation for best-in-class planning and buying, multi-award winn...

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Commercial Team of the Year - Innovation

LADbible Group

Agency: LADbible Group

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Clear Channel UK

Agency: Clear Channel UK

At Clear Channel, we don’t rest on our laurels. Having become the Out of Home market leader in 2020, we used our unique position to drive the renaissance of our medium in 2021. In doing so, we unified our sector by helping brands, communities, and our channel rise together like never before. In another challenging year, we reached new ...

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Independent Commercial Team

Agency: Independent Digital News and Media

“We always felt that The Independent was somewhat of a sleeping giant. We're not a sleeping giant anymore. We're just a giant,” Andrew Morley, CRO, The Independent.Against a backdrop of hugely challenging circumstances, 2021, our 35th birthday year, saw the news brand not only survive, but thrive; growing revenues by 41% and growing op...

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Mail Metro Media

Agency: Mail Metro Media

A clear strategy and growing portfolio, putting data at the heart of planning and launching industry-leading research, have all contributed to a hugely successful year for Mail Metro Media. We have diversified our ideas and talent, championed equality and inclusion in the industry, supported small businesses and pushed boundaries with ...

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News UK

Agency: News UK

News UK has undergone a fundamental transformation in the past 12 months – developing its brand portfolio, revolutionising how it understands its customers and answering questions about how it represents society.

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Reach Solutions

Agency: Reach Solutions

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The Ozone Project

Agency: Ozone

Throughout 2021, when every media channel has been focused on returning to a positive footing, Ozone's commercial team has shown exceptional industry leadership and delivered unprecedented, high growth results: - Drove strategic conversations on major topics impacting our customers such as third-party cookie, privacy and transparency ...

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Grand Prix

Grand Prix