2023 Results

Citroen AMI Reclaiming Our Challenger Spirit

Starcom

Client: Citroen

We wanted to launch the new Citroen AMI in a unique way, so we created the world's smallest test drive: a playful AR game that allowed users to experience the car and see its quirky design and awesome features in a fun and engaging way. The launch campaign was filled with colourful cartoon-style content and was amplified through social...

CITROEN X THE BIG ISSUE Driving Change for Good

Starcom

Client: Citroen

To raise awareness of Citroen as an electric vehicle brand and drive consideration and sales among a new cohort of car buyers, we collaborated with The Big Issue to create "Driving Change for Good". We placed a fleet of Electric Vans at the heart of the partnership, enabling The Big Issue to deliver copies to their vendors in a more su...

eBay Pimp My Ride

EssenceMediacom & MTV/Paramount

Client: eBay

We launched eBay’s Parts and Accessories business in the UK by bringing back the most iconic car makeover show of all time: ‘Pimp My Ride’.    Spotting the trend for noughties nostalgia on social media, we convinced MTV to reinvent the show for a social-first, mass-market audience who don’t know their carburetor from their catalytic co...

No Stopping (The Real) you

Goodstuff

Client: The AA

Amongst the younger 24-44-year-old audience, the perception of The AA was stalling. Our challenge was to create an emotional connection and reposition The AA as a more relatable and relevant driving brand amongst this audience on their path to eventually becoming a member of The AA.We identified that the car represented a safe space wh...

finalist

Progress Through Partnership

PHD and Sky Media

Client: Audi

ALCOHOLIC DRINKS

winner

Turning Halloween into HalloQween

PHD

Client: Baileys

Budweiser World Cup

LADbible Group and Starcom

Client: Budweiser

Pre-tournament conversation before the FIFA 2022 World Cup was filled with debates rather than anticipation. Budweiser, official beer of the tournament and the England squad, took on the challenge to change perceptions of what sports sponsorship looks like, to engage with younger fans. And what better way to build excitement than thro...

Fresh Mixes

OMD UK

Client: Bacardi

Bacardi is a brand that brings people together through unforgettable music experiences. With Fresh Mixes we took this to the next level, creating a live weekly radio show - streamed via NTS and Twitch - to amplify Bacardi's 'Music Liberates Music' programme and support under-represented voices in the music industry.

HEINEKEN SILVER – THE META BEER THAT DELIVERED IRL SALES

Dentsu X UK

Client: HEINEKEN UK

Heineken entered 2022 with a bold ambition; create the biggest category launch in a decade and establish Heineken Silver as THE beer of choice for 18-34s.Less than six months later, we delivered a campaign that went where no UK beer brand has gone before, transcending both physical and virtual worlds in a way that authentically resonat...

Pulling people back to the pubs for Greene King

Total Media Group

Client: Greene King

The run-up to Christmas is always a key trading period for pubs, however due to the cost-of-living crisis consumer confidence was the lowest in recorded history, making trading far more challenging. Instead of following the price led promotion trend that many pubs were turning to, we used behavioural science to highlight an opportunity...

BANKS & FINANCIAL SERVICES

winner

WHO KNEW BANKS COULD DO 'COMMUNITY'?

Zenith Media

Client: Halifax

Applying a scale-up mindset to media

mFUSE

Client: Strike

Online estate agent Strike had a bold ambition to move from virtual unknown to a top market in in under 12 months. With a revolutionary proposition – to sell your home for free – but without a quick scale budget we had to think differently to raise awareness, drive consideration and increase listings on a very modest budget. By applyin...

AVIVA TMTA: NO MORE GOAL HANGING

Zenith Media

Client: Aviva and Publicis Media

With the quality and availability of digital performance data in dramaticdecline, we designed, built and piloted a new future fit measurement solution for Aviva, which increased media driven sales by 24%.

Exposing High Street Banks Climate Greenwashing

Hearts & Science

Client: The Co-operative Bank

With a history of ethical banking and the best ESG score of any UK high street bank The Co-operative Bank couldn’t stand by and let other high street banks greenwash the world to death.The challenge was to end years of brand marketing hiatus and get consumers to switch to the only high street bank with a customer-led ethical policy. Bu...

NatWest Thrive

Initiative

Client: NatWest

Amidst Brexit, Covid, and a cost-of-living crisis, 80% of young Brits stated feeling hopeless and helpless about their financial futures. Committed to helping the next generation thrive, we needed to create a new way to help young people build their financial confidence and set them on a path to achieve their goals. Introducing NatWest...

SCOTTISH WIDOWS: NOT DOING PENSIONS BY HALVES

Zenith Media

Client: Scottish Widows

For the first time, Scottish Widows were able to calculate that women retire on average with HALF the pension of men. We created a never-before campaign around this that tore through all the International Women’s Day noise, to deliver a 53% increase in awareness.

CONSUMER ELECTRONICS

Ring My Bell

MG OMD

Client: Ring

“Ring My Bell”, became a brand new in-show segment that had audiences on the edge of their seats and racing around their own streets to show up at their neighbours house via video doorbell to win a prize for them and their neighbour.

Cash For Trash

Spark Foundry

Client: Currys

Wouldn’t it be great if adverts gave you money to go and buy the products they advertise while promoting good causes? It may sound counter-intuitive but that’s exactly what we did! Our Cash For Trash Billboard campaign brought a sense of togetherness and shared experience the public has been yearning for. It created a launchpad for our...

CELEBRATE THE NIGHT WITH SAMSUNG GALAXY S22 AND KISS RADIO

Starcom

Client: Samsung

The Samsung S22 launch faced challenges as consumers prioritized experiences over smartphone upgrades. The campaign aimed to connect with the 18-34-year-old audience and drive sales during the launch period. The nightography camera on the S22 was seen as the feature that could create that sense of FOMO by making people feel like they w...

Google Pixel Real Tone x Reddit Ask Me Anything

EssenceMediacom

Client: Google

Historically, camera technology hasn’t accurately represented darker skin tones. With Real Tone, portraits on Pixel represent the nuances of different skin tones for all people, beautifully and authentically. Real Tone is a unique selling point representing a fundamental change in photography for previously overlooked communities. To r...

SAMSUNG FOLDABLES 2022 LAUNCH – MAKING TALENT THE MEDIUM

Starcom

Client: Samsung

Samsung's folding phone technology was a game-changer in the smartphone world, and the tech followers were buzzing about it! But to really get the masses on board, a unique approach was needed. Enter the biggest talent led content campaign ever, a massive and diverse effort to showcase the brilliance of folding phones to different audi...

SAMSUNG GALAXY: FLIPPING PERCEPTIONS WITH STEMDROP

Starcom

Client: Samsung

Samsung aimed to win over Gen Z smartphone users in the UK and Europe by highlighting the benefits of its Z Flip 4 phone for TikTok. TikTok is a critical platform for Gen Z in terms of content creation and sharing and Samsung leveraged this by showcasing how Z Flip 4 makes better Tik Toks especially in music! To achieve this, Samsung p...

CORPORATE & UTILITIES

Electric Avenues – Leading the Charge on e-Mobility

Goodstuff

Client: OVO Energy

With the nation back on the move post-COVID, we turned our attention to sustainability in transport as part of OVO Energy’s long-term mission to make zero-carbon living more accessible. Ahead of an impending Electric Vehicle (EV) boom, we raced ahead of our competition with our idea “Electric Avenues”, a campaign to lead the charge on ...

EE Last Player Standing

EssenceMediacom

Client: EE

People tend only to notice broadband when it goes wrong and as a result, common emotions are frustration and disappointment. So how do you get people to care about a service which is invisible when it works, and is mainly considered (negatively) when it goes wrong?  How do you create premiumisation in a commoditised market and for a de...

Elf and Seek

Carat UK

Client: Vodafone

Christmas is normally a time we all look forward to, but 2022 was different. As the cost-of-living crisis dominated headlines and headspace, most families were feeling anxious about the festive period. And so to bring Christmas cheer, Vodafone created Elf and Seek, an Augmented-reality game that encouraged families to find Santa’s lost...

O2 Roam Freely

Havas Media Group

Client: O2

As foreign travel shot up people’s agenda in 2022, O2 launched their most customer centric proposition in recent years, offering O2 customers free EU roaming. Despite universal appeal, awareness of O2’s free roaming was low, and we’d missed the summer holiday booking window, so we needed a campaign that would accelerate awareness and f...

Volt x Saturday Night Takeaway

MG OMD

Client: VMO2

In June 2021, two titans of connectivity joined forces to form a new joint venture: Virgin Media O2. Their merger would offer customers the limitless connectivity, on a supercharged scale. With their first joint proposition, Volt, customers could move seamlessly from home to mobile connections at lightning speed. Telco is competi...

Who Cares?

december19, Truant London and Mediabridge

Client: GWI

Work in marketing? We know you're a tough crowd... When was the last time an ad actually stopped you in your tracks? This was the challenge for GWI; targeting the industry in London, New York & Singapore with a campaign that would provoke and grab them. Delivering that 'ooh that's clever!' moment. Not easy for a B2B research and data p...

FASHION & BEAUTY

eBay x ITV’s Love Island Partnership (Pre-Loved Fashion Partner)

EssenceMediacom

Client: eBay

The fashion industry produces 100 billion new garments every year. But the impact on the environment is profound, with 100,000 items sent to landfill every five minutes. The rise in cheap, so-called ‘fast’ fashion – particularly popular among Gen Z and Millennial shoppers - is a major contributor. And so, for eBay, the nation’s origina...

finalist

Be More Free

iProspect

Client: Freemans

NICE’N EASY MET THEIR PERFECT MATCH

Zenith Media

Client: Clairol - Nice N' Easy

Nice’n Easy found their perfect match with First Dates Hotel to help womenmake the best first impression as they re entered the dating scene. The campaign shifted their key measure of consideration by 12% points.

finalist

RIMMEL LONDON’SKIND BEAUTY CRUSADE

Zenith Media

Client: Rimmel

Taking the PAUSE out of menopause

Spark Foundry

Client: Clarins

It’s high time we broke the taboo around menopause. Clarins & HELLO! walked their talk in a partnership that moved menopause from the periphery to the centre of the conversation while driving sales for Clarins’ Super Restorative range. Together, they released the High Time video series, featuring big names like Gabby Logan and This Mor...

FOOD, DRINK & HOUSEHOLD

Walkers Lunch

OMD UK

Client: PepisCo

Crisps and sandwiches. A cult British ritual, under threat. Could Walkers win back lunch?

EAT. PLAY. LOVE.

Havas Media Group

Client: Ella's Kitchen

Ella’s Kitchen has changed the face of baby food – becoming no.1 in the UK market in just 7 years, but now battling for growth in a cluttered category with the rise of cheaper, own-label copycat brands and increasingly price sensitive consumers. Increasing penetration, brand equity and protecting price premium was key to defending E...

Get Popified

Carat UK

Client: Kellogg's | Pop-Tarts

In 2022, Kellogg's relaunched a snacking icon, Pop-Tarts‘. But a lot had changed since Pop-Tarts’ was in its heyday. Not only did we need to find an audience who were open to more exciting options for breakfast, but we also needed to do it in a way that broke through the mundanity. Gifted with the creative platform of ’Get Popified,’ w...

How our peach emoji parody got GenZ tangoed

mSix & LADbible Group

Client: Britvic/Tango

When Tango launched their new Berry Peachy flavour we knew we had an incredible new product to bring Gen Z audiences into the brand. But with a budget less than a quarter of the size of our closest rival, Fanta, we knew that to get people to hear about Berry Peachy, we needed to get people talking about Berry Peachy. This is the stor...

KITKAT: A CAMPAIGN FOR BETTER BREAKS

Zenith Media

Client: KitKat

KitKat discovered that breaks, for young people, are broken. They placed this insight at the heart of their media planning to deliver a campaign grounded in helping 18-30s ‘break better’. The campaign became Nestlé Confectionery’s most successful launch in the last 5 years, growing unaided awareness by >20% points. KitKat broke into th...

Stay in the Game

Carat UK

Client: Kellogg's | Pringles

In 2021, Pringles helped an undead, flesh-eating zombie become a gamer’s best friend by taking Frank The Zombie out of a video game into the real world. In 2022, we flipped the coin with a world-first and took Pringles and our fans into a video game, offering fans the first paid job in a video game (where you don’t even have to do anyt...

HEALTHCARE

Should've 2.0

MG OMD

Client: Specsavers

With over 1000 stores, Specsavers are the UK’s leading high street optician. As well as caring for the eyes of over 13 million people annually, they are much loved for their irreverent advertising, featuring the “Should’ve gone to Specsavers” brand line which plays on humorous mistakes due to compromised eyesight.

Alexa, how can we use voice tech to keep the nation active?

Wavemaker UK

Client: Department of Health and Social Care (DHSC)

With a nation returning to old schedules and bad habits, the Department of Health and Social Care (DHSC) needed to inject some fresh thinking into its established digital app Couch to 5K. Targeting C2DE households, Wavemaker unearthed a steady rise in ownership and use of voice-assisted tech and hearables, and identified a gap in the C...

finalist

DUREX : THE GLORY WALL

Zenith Media

Client: Durex

Let's Talk About Grief

Reach Solutions and Carat UK

Client: Co-op Funeralcare

Following the pandemic, the UK was facing a bereavement crisis, with many people suffering with their grief alone. We nurtured the intimate nature of podcasts and created ‘Let’s Talk About Grief’, with Mirror columnist Coleen Nolan in conversation with familiar faces each on their own journeys with bereavement. Our focus was on creatin...

finalist

Purple Plaques - Celebrating lives lived well

PHD Manchester

Client: Home Instead

MEDIA & ENTERTAINMENT

winner

Amazon Music One Take

Initiative

Client: Amazon Music

finalist

Amazon Books: The TikTok Book Club

Initiative

Client: Amazon Books

Changing The Game

Havas Media Group

Client: BBC

2022 marked the hundredth birthday for the BBC, and our mission has been to help arrest the decline in viewership so it can be around for another hundred years more.  For such a landmark year for Britain’s oldest broadcaster, what better way to commemorate it than by levelling the playing field between the men’s and women’s game?  For ...

Hollyoaks 'Long Walk Home'

OMD UK

Client: Channel 4

By giving young men the opportunity to literally walk in women’s shoes through our ground-breaking immersive video experience, we thrust the topic of women’s safety to the top of their agenda; and cemented Hollyoaks’ reputation as the home of topical contemporary programming that changes lives.

Making Derry Girls a Smash Hit!

Bauer Media

Client: Channel 4

With the final series of Derry Girls returning to screens in April, Channel 4 partnered with Bauer Media and OMD to create a campaign that would get people talking and tune in to Season 3 of the show. Together, they revived iconic 90s magazine Smash Hits, creating a one-off standalone edition dedicated to the series.

Matches that matter

Reach Solutions

Client: LiveScore - Reach/Bicycle

‘Behind every score, there’s a story, a moment in time that is etched in every fan’s mind; these aren’t just scores, they were the matches that mattered’. This driving insight, together with our trusted local media environments and endorsement from our editorial voices is how we built familiarity, consideration and ultimately app downl...

Universal: Sing-2gether with Global & Sing

EssenceMediacom

Client: Universal

In January 2022, despite UK cinema being in ruder health than at any time during the pandemic, audience behaviour remained unpredictable. Sing 2 was the biggest animated release since cinema doors re-opened and expectations were high. Media had to work doubly hard for the launch to maximise the chances of delivering our commercial obje...

PUBLIC SECTOR & CHARITIES

The Last Photo

the7stars and Adam & Eve DDB

Client: CALM X ITV

CALM identified a deep-rooted problem in the nation’s perception of suicide. People think they know what suicidal looks like - crying, reclusiveness, misery. And if they don’t see these stereotypical warning signs, they hesitate to intervene. In reality the signs of someone feeling suicidal aren’t what you might expect.

highly commended

Stopping the UK's biggest Heart

PHD and Global

Client: British Heart Foundation

finalist

#FINDTHEWORDS. HELPING MEN TALK ABOUT CANCER

Zenith Media

Client: Macmillan

A Message To My Younger Self

OMD UK & OMG Unite

Client: NSPCC

Boys don’t cry. Man up! Don’t be a such a girl! With prevailing attitudes like these, it’s no surprise boys don’t seek help with mental health issues and 3 out of 4 suicides in the UK are among the male population. Men of colour are disproportionately affected. Beyond raising awareness, few campaigns have successfully cut through to bu...

How we made homelessness Impossible To Ignore for Crisis

The Kite Factory

Client: Crisis

The services that charity Crisis provide have never been more vital: The issue of homelessness is worsening due to the cost-of-living crisis and the social and economic impacts resulting from the pandemic. Crisis needed a campaign that would drive awareness and consideration of their Christmas campaign in order to have an overall halo ...

Real People, Real Stories Phase Three – Identifying the Rural Areas with Men Most at Risk of Suicide

Goodstuff

Client: Samaritans

Goodstuff and 59A unified 13,383,965 unique data points across 20 years, to identify the complex signals around suicide more precisely, which helped to motivate men in rural areas, who are at risk of suicide, to seek help. Men are less likely to reach out for support in rural areas compared to urban areas. So, to find the rural areas w...

RETAIL – ONLINE & OFFLINE

Lidl Bear

OMD UK

Client: Lidl

A Lidl Bear story. How an expressionless teddy punched above its weight to give Brits a Christmas they could believe in.

eBay Dream Transfer

EssenceMediacom

Client: eBay

‘Dream Transfer’ used the elitism of the UK’s multi-million-pound football transfer window to reinforce eBay’s reputation as the people's marketplace. By doing so we dramatically landed eBay’s point of difference to market superpower, Amazon.    Our big idea was to allow football fans up and down the country to make their own ‘Dream ...

Cash For Trash

Spark Foundry

Client: Currys

Every child has the right to feel good

Reach Solutions

Client: Boots, The Hygiene Bank - Reach & Mediacom

Child hygiene poverty is the hidden emergency behind the cost of living crisis; according to Boots research carried out in 2022, a staggering 97% of teachers are seeing children struggling to access basic hygiene products such as shampoo, toothpaste and deodorant. Imagine the tough choices some of the 14 million parents in poverty face...

One Step Recipe Shopping

Hearts & Science

Client: Ocado

The pandemic created huge shifts in online shopping, and Ocado faced the challenge of keeping their new customers and maintaining growth whilst being outspent by competitors.Partnering with The Guardian, we incorporated shoppable QR codes onto recipes in Feast magazine - a UK publishing first. Ocado owned 100% of the print and digital ...

Tesco: Together This Ramadan

EssenceMediacom

Client: Tesco

“This is the first time in four decades that we’ve ever had this level of representation.” - Tazeen Dhunna, Content Creator Last Ramadan, Tesco focused on the significance of Iftar, with a unique digital billboard. As the sun set, the billboard filled the once empty plates with food. The complete tagline read, “Together this Ramadan: I...

TRAVEL & LEISURE

winner

#NoFilterNeeded with Madame Tussauds London

Wavemaker UK

Client: Merlin Entertainments

Ahoy sailors! Launching Virgin Voyages with the “Wooooooowww best Friday night ever!”

Hearts & Science

Client: Virgin Voyages

Challenged to launch Virgin Voyages and their ship ‘Valiant Lady’ with a highly differentiated proposition from the well-established cruise market (where the average traveller age is 66). We wanted to attract a younger audience, tapping into post-pandemic demand for live events. In antithesis of the category (75% investment into TV and...

Lumo Trains 2022 Brand Launch

EssenceMediacom Scotland

Client: Lumo Trains

How Lumo saved over 100 tonnes of carbon by switching frequent air travellers to electric rail travel instead. AND packed out their trains in the process! Lumo are a new type of train – launched in April 2022 with sustainability at the heart of everything they do, they needed to show that travelling sustainably could also be more affor...

The Soundtrack to Feel Good Travel

the7stars and Spotify

Client: Avanti West Coast

Improving train travel is a job for the long term. And there's usually not a role for comms when it comes to the on board experience. Until now.

THE CRM & MEDIA AWARD

Seller Scouter - winning local trust, street by street

Client: Purplebricks

Purplebricks is the UK’s biggest estate agent. Mass TV had delivered awareness of the no-commission proposition, but not local relevance or trust. To make Purplebricks as locally relevant as it was nationally we had to identify the property hot spots, or ‘purple patches’ where advertising would make the most difference to local trust. ...

BT Group's Broadband Future with CRM: BT Superiority

EssenceMediacom

Client: BT Group

BT Group (BTG) is comprised of BT, EE and Plusnet, each with millions of customers and multiple advertising campaigns running concurrently. With millions of advertising spend pounds at risk of being wasted on clashing messages, BTG needs to be laser focused on how it speaks to its audiences. With 2 upcoming broadband campaigns launchin...

THE DATA & CREATIVITY AWARD

GREEN CUISINE: HOW A TECH INNOVATION STACKED THE DIGITAL SHELF

Zenith Media

Client: Nomad

Green Cuisine was falling behind competitor meat-free products in an online shopping world. Our commerce technology innovation delivered significantly better digital shelf visibility, proven beyond doubt, and delivered a sales increase of +10%

Tesco: Together This Ramadan

EssenceMediacom

Client: Tesco

finalist

Addressable print scores a winning ROI performance for William Hill

Wavemaker UK

Client: William Hill

Real People, Real Stories Phase Three – Identifying the Rural Areas with Men Most at Risk of Suicide

Goodstuff

Client: Samaritans

RIGHT REACH: BIGGEST BREAKTHROUGH SINCE BYRON SHARP

Zenith Media

Client: Zenith Media

As media fragments, the gap between reach and impact is widening, and this means the fundamental assumption that all major media plans are based on is being eroded. Right Reach is a new planning approach that helps major brands quantify truly effective reach, and we have proven that it is a better predictor of every major KPI, from awa...

Seller Scouter - winning local trust, street by street

Client: Purplebricks

CONTENT

BEST SOCIAL STRATEGY

How our peach emoji parody got GenZ tangoed

mSix & LADbible Group

Client: Britvic/Tango

Tesco Clubcard Prices: Voice of the Checkout

EssenceMediacom

Client: Tesco

To remind shoppers about the power of the Clubcard, and its ability to lower prices and save them money at Tesco, we used the positive power of TikTok to create one of the supermarket’s most memorable campaigns…ever.The ‘Voice of the Checkout’ gave the nation the chance to literally become the voice of Tesco’s iconic checkouts. 3,000 T...

finalist

Amazon Books: The TikTok Book Club

Initiative

Client: Amazon Books

ASICS – TRANSFORMING BODY TRANSFORMATIONS FOR BETTER MENTAL HEALTH

Starcom

Client: Asics

ASICS is on a mission to change the game and inspire a new generation of athletes to prioritize their mental health. ASICS has a bold goal of becoming the go-to brand for UK athletes, despite facing tough competition from giants like Nike and Adidas, ASICS is determined to stand out with its core belief of "Anima Sana In Corpore Sano" ...

eBay Pimp My Ride

EssenceMediacom & MTV/Paramount

Client: eBay

We launched eBay’s Parts and Accessories business in the UK by bringing back the most iconic car makeover show of all time: ‘Pimp My Ride’.  Spotting the trend for noughties nostalgia on social media, we convinced MTV to reinvent the show for a social-first, mass-market audience who don’t know their carburetor from their catalytic conv...

No Stopping (The Real) you

Goodstuff

Client: The AA

BEST USE OF EXPERIENTIAL

winner

Amazon Music One Take

Initiative

Client: Amazon Music

Bringing Paramount+ to London's West End

Wavemaker UK

Client: Paramount+

There was nothing discreet about the launch of Paramount+ in the UK. Whilst our media and advertising would help explain the proposition, we turned to experiential to bring to life our ‘Mountain of Entertainment’ brand promise. At the end of June, we brought a Mountain of Entertainment to major iconic London locations all across the We...

DUREX: THE GLORY WALL

Zenith Media

Client: DUREX

Size and fit matters. How a piece of experiential got men to see that the right fitting condom makes all the difference, and helped Durex grow sales by 10% yoy

Subway: Stepping Footlong into the Metaverse

EssenceMediacom Scotland

Client: Subway

How do you celebrate a well-loved ritual, with a GenZ audience whose attention is harder than ever to gain?Subway’s iconic Footlong is THE name in fast food personalisation, but the novelty of instant delivery and real/digital world fast food experiences had opened a world of cuisines up to anyone who was online.We needed to show that ...

The Last Photo

the7stars and Adam & Eve DDB

Client: CALM X ITV

BRANDED CONTENT

#FINDTHEWORDS: INSPIRING MEN TO TALK ABOUT CANCER

Zenith Media

Client: Macmillan

Men don’t talk about their health comfortably, and they definitely don’t like to talk about their cancer treatment. We used branded content featuring sporting icons to show men that living with cancer is better if you open up. We motivated an incremental 25,000 men to access Macmillan's life saving support services.

CONTENT STRATEGY

Flex Kitchen

Carat UK

Client: Kraft Heinz

After observing more people turning to plant-based eating, we spotted an opportunity to elevate Heinz’s offering in this area, as we weren’t top of mind for plant-based meal solutions. After observing that ‘flexitarianism’ was growing in popularity we challenged ourselves to engage with this group to champion Heinz products but also ad...

Levi's x Crack Magazine

OMD UK

Client: Levi's

We helped Levi’s cement their enduring, authentic relationship with the LGBTQ+ community through our imaginative, innovative branded content strategy. This three year journey brought Levi’s Queer Britain partnership to life in a host of surprising places and spaces, putting authenticity at the heart of every touchpoint.

MTV Generation Change: Ones to Watch 2.0

Sky Media, MTV, Havas Media and JUMP

Client: The Open University

When University is a rite of passage for so many young people, how do you convince them to consider distance learning? In 2021, the Open University (OU) partnered with a global youth powerhouse, MTV to create ‘Generation Change: Ones to Watch’ – a hugely impactful content series that unpacked the OU offering and benefits to improve und...

Reality Bites: How we made a talk show to create d+ reality show FOMO

mSix&Partners

Client: discovery+

Q3 2022 was a pivotal time for discovery+ to cement their position as one of the UK’s most entertaining SVOD platforms by launching the much-anticipated 90 Day Fiancé UK and Beauty and The Geek UK. 90DFUK was set to enter the reality TV market in July at its most competitive period, as legacy shows such as Love Island were drawing to t...

SAMSUNG FOLDABLES 2022 LAUNCH – MAKING TALENT THE MEDIUM

Starcom

Client: Samsung

The Last Photo

the7stars and Adam & Eve DDB

Client: CALM X ITV

Walkers Lunch

OMD UK

Client: PepsiCo

Crisps and sandwiches. A cult British ritual, under threat. Could Walkers win back lunch?

MEDIA PARTNERSHIPS: BUDGET UNDER £250K

winner

Stopping the UK's biggest Heart

PHD and Global

Client: British Heart Foundation

Enough - Violence Against Women & Girls

MG OMD and Wavemaker

Client: The Home Office

Violence against women and girls (VAWG) is endemic in the UK, with amassive 75% of women having experienced violence or harassment and80% of girls saying sexual assault is commonplace. Most campaigns tackling VAWG have focused on fostering vigilance amongst potential victims – but clearly this is not enough.The sheer scale of the iss...

How our peach emoji parody got GenZ tangoed

mSix & LADbible Group

Client: Britvic/Tango

Move Electric

Goodstuff

Client: OVO Energy

The UK is experiencing an Electric Vehicle (EV) boom. Interest in EVs has doubled in the past year, with one in four consumers planning to buy one in the next five years. Despite this growth, there are still consumer concerns that are putting the brakes on mass adoption and a lack of trusted, quality content on the broader spectrum of ...

Muller 'Rice Rice Baby'

EssenceMediacom

Client: Muller Rice

For years, the dessert category had focused purely on selling to women. But with the World Cup fast approaching, and more men than women eating Muller Rice, we spotted an opportunity to relaunch the product in a completely new way. We’d get the nation singing ‘Rice, Rice Baby’ at the World Cup, cheering loudly and proudly for Declan R...

finalist

Purple Plaques - Celebrating lives lived well

PHD Manchester

Client: Home Instead

The Last Photo

the7stars and Adam & Eve DDB

Client: CALM X ITV

MEDIA PARTNERSHIPS: BUDGET OVER £250K

eBay x ITV’s Love Island Partnership (Pre-Loved Fashion Partner)

EssenceMediacom

Client: eBay

Derry Girls x Smash Hits

OMD UK

Client: Channel 4

The good, the bad, the ugly of advertising all makes us feel stuff. Pride, jubilation, indifference. But the best campaigns are pure magic. They transport us to different times and places, offering immersive, emotional experiences. And so to Derry Girls series 3. A 90s cult classic. We created a campaign so authentic you could literall...

Ahoy sailors! Launching Virgin Voyages with the “Wooooooowww best Friday night ever!”

Hearts & Science

Client: Virgin Voyages

finalist

Amazon Books: The TikTok Book Club

Initiative

Client: Amazon Books

Boxing Clever (With Football Fans)

Havas Media Group

Client: UKTV/Dave

With 25-44 Men watching less TV, UKTV’s flagship channel Dave needed to work hard to drive consideration in Q4. By ‘adding a bit of Dave’ to the World Cup through a takeover of BOXPARK Croydon for the duration of the tournament, Dave added to fans’ fun and made them the media channel. With 23 hilarious bespoke copy variations around th...

Making Laout a reality with That Peter Crouch Podcast Partnership

Craft Media London

Client: Brewdog

This is a paper about how Craft and BrewDog were able to leverage an existing groundswell of interest in a media property with an engaged audience base, and turn it into a fully integrated partnership. We knew that concocting ‘Laout’ (a drink of half lager and half stout) had been a topic of frequent discussion on That Peter Crouch Pod...

The Flavour of Film

Pearl & Dean

Client: Mondelez International : Green & Black's

2022 saw the second year of Green & Black’s Flavour of Film partnership with Everyman. The aim was to evolve and elevate the partnership building on Green & Black’s reputation for quality, delicious flavour and organic provenance. We wanted the partnership to drive the trial of the wider Green & Black’s range and introduce two new flav...

BEST USE OF INSIGHT

#FINDTHEWORDS: HOW INSIGHT GOT MEN TALKING ABOUT CANCER

Zenith Media

Client: Macmillan

Men don’t talk about their health comfortably, and they definitely don’t like to talk about their cancer treatment. We used an insight around the importance of live, unexpected broadcast to show men that living with cancer is better if you open up. We motivated an incremental 25,000 men to access Macmillan's life saving support services.

Hollyoaks 'Long Walk Home'

OMD UK

Client: Channel 4

KITKAT: A CAMPAIGN FOR BETTER BREAKS

Zenith Media

Client: KitKat

LEGO Build Belief

Initiative

Client: LEGO

The LEGO Group has long been on a mission to make play for all. Yet with old stereotypes of “bricks are for boys”, girls were lacking the confidence to play. So when LEGO sponsored the EUFA Women’s Euros, we knew we had to turn a sponsorship into a platform to build belief in girls the nation over.Introducing Build Belief. An integrate...

SCOTTISH WIDOWS: NOT DOING PENSIONS BY HALVES

Zenith Media

Client: Scottish Widows

For the first time, Scottish Widows uncovered the insight that women retire on average with HALF the pension of men. This insight fuelled a partnership with Channel 4 that tore through all the International Women’s Day noise, to deliver a 53% increase in awareness.

Tesco: Together This Ramadan

EssenceMediacom

Client: Tesco

The Real Britain Series

OMD UK

Client: OMD UK

OMD UK's The Real Britain Series: Designing for Disability Inclusion. Insight that creates organisational step-change.

CREATIVE IDEA: BUDGET UNDER £250K

The Last Photo

the7stars and Adam & Eve DDB

Client: CALM X ITV

Hollyoaks 'Long Walk Home'

OMD UK

Client: Channel 4

How our peach emoji parody got GenZ tangoed

mSix & LADbible Group

Client: Britvic/Tango

Shortcuts - Hacking ‘skip ad’ to save lives

Storycatchers

Client: Network Rail

Trespass on the railway is a major issue. People believe they understand all the risks – and are overly confident in their ability to avoid them. If I can safely cross a busy road, I can manage an empty train track, right? Wrong. A unique partnership with Reach Media allowed us to break the rules of pre-rolls, to reduce trespass by...

finalist

Stopping the UK's biggest Heart

PHD and Global

Client: British Heart Foundation

Tesco: Together This Ramadan

EssenceMediacom

Client: Tesco

CREATIVE IDEA: BUDGET OVER £250K

Should've 2.0

MG OMD

Client: Specsavers

Derry Girls x Smash Hits

OMD UK

Client: Channel 4

eBay Dream Transfer

EssenceMediacom

Client: eBay

‘Dream Transfer’ used the elitism of the UK’s multi-million-pound football transfer window to reinforce eBay’s reputation as the people's marketplace. By doing so we dramatically landed eBay’s point of difference to market superpower, Amazon.  Our big idea was to allow football fans up and down the country to make their own ‘Dream Tran...

eBay x ITV’s Love Island Partnership (Pre-Loved Fashion Partner)

EssenceMediacom

Client: eBay

One Step Recipe Shopping

Hearts & Science

Client: Ocado

The pandemic created huge shifts in online shopping, and Ocado faced the challenge of keeping their new customers and maintaining growth whilst being outspent by competitors.Our solution was borne out of 3 key trends we believed would persist as the UK came out of lockdown – home cooking, shopping convenience and QR code adoption. We k...

Stay in the Game

Carat UK

Client: Kellogg's | Pringles

PRODUCT INNOVATION – AGENCY

RIGHT REACH: BIGGEST BREAKTHROUGH SINCE BYRON SHARP

Zenith Media

Client: Zenith Media

As media fragments, the gap between reach and impact is widening, and this means the fundamental assumption that all major media plans are based on is being eroded. Right Reach is a new product innovation that helps major brands quantify truly effective reach, and we have proven that it is a better predictor of every major KPI, from aw...

EssenceMediacom Cultural Consultants

EssenceMediacom

Client: EssenceMediacom

Cultural relevance is a powerful effectiveness driver. So, how do we ensure the insights guiding campaigns authentically represent the diversity of UK cultures and ‘subcultures’?  With so many nuances and factors for brands to consider, such as 54% of Gen Z describing themselves as ‘not exclusively heterosexual’, or 1 in 5 working-age ...

Diversity x Design

OMD UK

Client: OMD UK

A worker is only as good as his tools. Media planners are the same. That is why OMD rebuilt its planning process from the ground up, challenging industry research bodies to become more diverse, to enable us to deliver best in class diversity planning for our clients and creating a more inclusive workplace for our employees.

If I had a DIME...

Spark Foundry

Client: DIME (The Diverse and Inclusive Media Exchange)

Are you tired of seeing the same old faces in the media? So are we! Like with most change, we followed an inside-out approach. First, we committed to becoming the most diverse agency in the UK. Then, we took action to shake up the industry and incentivise responsible investment in media. Not only did we create an amazing marketplace to...

the7stars' Investment Planner - forecast accuracy at speed and scale

the7stars

Client: the7stars

the7stars combined excellence in data scraping, data science and effectiveness theory to create the world’s biggest effectiveness databank from cupboard ingredients. 7IP is de-risking advertising investment for clients and closing the gap between their business objectives and media strategy.

PRODUCT INNOVATION – MEDIA OWNER

Radio Planning Optimiser - a new era in data-driven radio campaign planning

Radiocentre

Client: Radiocentre

Radiocentre’s game-changing Radio Planning Optimiser is a media first, providing planners with a robust/rounded data-framework to help them make smarter effectiveness-outcome-based decisions in setting optimum planning weights for radio campaigns, ensuring better results for their clients.

DAX Audiences

Global Media Group

Client: Global's DAX

Despite challenges in data restrictions and the public becoming more privacy sensitive, there will always be a section of the population for whom we can determine interests and intentions, either from logged in accounts or 2nd/3rd party data partners. Global took this opportunity to develop new techniques that determine characteristic...

Newsynch with Global & Save The Children 'Christmas Jumper Day'

Global Media Group

Client: Global & Save The Children

Newsynch; A new bespoke model and management system able to target by minute increments to synchronise Commercial Radio’s Newslink schedule with DOOH display for the very first time. Visual memories can be triggered by audio cues and vice versa; each channel / sense primes and then activates the other to create a deeper, richer brand ...

RET4IL: Delving into ALL 4 shopping bags with Nectar360

Channel 4

Client: Channel 4 x Nectar360

Channel 4 and Nectar 360’s pioneering partnership enables FMCG brands to target and measure based on what’s in ALL 4 viewers shopping baskets, for the first time ever!

TOTAL COMMUNICATIONS CAMPAIGN

eBay x ITV’s Love Island Partnership (Pre-Loved Fashion Partner)

EssenceMediacom

Client: eBay

Should've 2.0

MG OMD

Client: Specsavers

How we made homelessness Impossible To Ignore for Crisis

The Kite Factory

Client: Crisis

LEGO Build Belief

Initiative

Client: LEGO

finalist

Lidl Bear

OMD UK

Client: Lidl

Making friends with gaming to make outdoor play and Robinsons cool

mSix&Partners and Sync

Client: Britvic / Robinsons

As a 200-year-old brand, Robinsons’ heritage is a critical part of the reason that it is the UK’s most popular squash brand. A part of Robinsons legacy has been their ability to build mental availability around outdoor play, this was both a driver of thirst for their consumers and a route to build emotional engagement with their shoppe...

Walkers Lunch

OMD UK

Client: PepsiCo

Crisps and sandwiches. A cult British ritual, under threat. Could Walkers win back lunch?

BEST INTERNATIONAL STRATEGY

Check The Label: How Woolmark made the fashion world think twice about fabric

Craft Media London

Client: Woolmark

69% of all the clothes we wear contain plastic, meaning that every 25 minutes, an Olympic swimming pool worth of oil is used in their production. Without widespread awareness of how the clothes they wear affect the environment or what positive alternatives are available, we needed to help audiences around the world to think differently...

adidas Ozworld

EssenceMediacom

Client: adidas

adidas enabled Gen Z a new form of self-expression in the Metaverse, flooding the virtual and real worlds with earnt media to boost perceptions and sales of their fluid footwear Ozworld. https://www.youtube.com/watch?v=dFan4rERtWM&t=5s

A Strategy That Saves Lives

MG OMD

Client: Department for Levelling Up, Housing & Communities

The Russian invasion of Ukraine in February 2022 sparked the mosturgent refugee crises of the 21st Century, and Europe’s largest since the 2nd World War. With 8 million people fleeing Ukraine, 90% of which women and children, the UK Government had to act fast to help them out of the country. Traditional comms in the region, such as ...

Hugo Boss re-invent their brand in front of the world

Havas Media Germany and Evolve OOH

Client: Hugo Boss

Hugo Boss took over 42 cities globally to successfully re-invent the brand with OOH and social media at the heart of the campaign. Hugo Boss has always been a huge supporter of the Out of Home channel, with big campaigns like BOSS x Russell Athletic running throughout 2021. So, it was great to see the creative for another incredible ca...

SAMSUNG GALAXY: FLIPPING PERCEPTIONS WITH STEMDROP

Starcom

Client: Samsung

Stay in the Game

Carat UK

Client: Kellogg's | Pringles

AGENCY TEAM OF THE YEAR

Zenith Lloyds One Team

Zenith Media

Most clients and agencies claim they operate as “one team”. But no one does it like the Lloyds One Team. We built a truly integrated performance team where your 'client' is your colleague and delivered a record-breaking performance for Lloyds Banking Group.

finalist

British Heart Foundation @ PHD

PHD

EssenceMediacom Inclusive Planning Network

EssenceMediacom

Cultural relevance is a powerful effectiveness driver. So, how do we ensure the insights guiding campaigns authentically represent the diversity of UK cultures and ‘subcultures’?  With so many factors for brands to consider, such as 54% of Gen Z describing themselves as ‘not exclusively heterosexual’, or 1 in 5 working-age adults being...

J3 and Johnson & Johnson - Trailblazers in Consumer Healthcare

J3 is the dedicated business unit within UM, established to service the Johnson & Johnson account. In 2022 as we faced into increased economic headwinds and uncertainty, J3 and J&J created a shared agenda to ‘Trailblaze in Consumer Healthcare’ through media, focusing on four key areas. 1. Develop deeper, more purposeful connections wit...

Media Craft @ MG OMD

MG OMD

£135million in net new business, 30 industry awards across 10 clients in 12 different award ceremonies, Thinkbox’s TV Planning Agency of the year, Campaign’s Global Media Planner of the Year, two IPA Effectiveness awards (retaining our position as the most awarded media agency in the history of the awards) winner of Media Week’s Grand ...

RocketMill - the UK's largest employee-owned agency

RocketMill

RocketMill is an independent, full service digital marketing agency. But there’s a lot of those around.What sets us apart, is that we’re employee-owned. This means that everyone in our team has a personal vested interest in our success. And what does this mean for our clients? It means that we attract and retain the best talent, who fe...

COMMERCIAL TEAM OF THE YEAR

Cinema - the Best Seat in Media with the Best Team in Media!

Digital Cinema Media

Covid-19 ravaged the UK cinema industry like no other. Screens were forced to close for the best part of 16 months and the fastest growing traditional AV medium was removed from all schedules. DCM literally went from 100 (million pounds annual revenue) to zero.But once the nation started to reopen, through strategic thinking and innova...

4Sales

Channel 4

War, recession, a catastrophic energy crisis, The Queens death, two government collapses and a crippling cost of livingcatastrophe what a sh *t year to be celebrating our 40 th Birthday! To top it all, Channel 4 was to be privatised the nightmare scenario. Twice in three years, our existence was threatened . It’s fair to say we starte...

finalist

Hearst UK: Hearst Solutions

Hearst Global Solutions

Mail Metro Media

2022 was a year that Mail Metro Media accelerated its business strategy and capitalised on its influential position in the industry, continually seeking ways to innovate. From launching its propriety identity solution, dmg::ID, to its video content leading MailOnline to the top spot on TikTok, Mail Metro Media’s digital offering contin...

Ozone

2022 was a game changing year for Team Ozone. We saw our ad revenue growth outperform the market by 8x, our brand count was up +48%, we grew our publisher contracts by +75% and we focused our efforts on keeping our customers very happy.Underpinning this growth is a very clear proposition – to be Simply Premium. This means making it rea...