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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finalist

Lockdown Lines

Wallgreens Boots Alliance/No. 7

Agency: MediaCom

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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finalist

Skittles Pride

Mars/Skittles

Agency: MediaCom

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

winner

MediaCom & Channel 4 Present: Changing Rooms

AkzoNobel/Dulux

Agency: MediaCom

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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finalist

Launch Berocca Boost

Bayer/Berocca

Agency: MediaCom

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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finalist

Altogether Different

Channel 4

Agency: OMD UK

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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highly commended

Small Businesses United

eBay

Agency: MediaCom

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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finalist

Feel Good As New

Wallgreens Boots Alliance/Boots

Agency: MediaCom

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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