Carlsberg
Agency: Initiative
When pubs went into lockdown, Carlsberg lost significant business, and the public a beloved part of their community.
Wolf Blass
Agency: MediaCom
We delivered the most successful sampling campaign Treasury Wine Estates and Wolf Blass have ever seen by partnering with Deliveroo to get their wines into the hands of wine lovers when they needed it most, contributing +10% in sales.
From Out-Out Evenings to Laidback Afternoons
Jack Daniel's (Tennessee Apple)
Agency: Spark Foundry
When Mr. Jack Daniel's Tennessee Apple launched in 2020, the whiskey legend found himself competing in a category ruled by flavoured gins. Attempts to crack the flavoured spirits category had seen the swift delisting of other flavoured whisky brands, so with a budget half the size of the category leader, we knew we had our work cut ...
CARLING AND CALM GET TOGETHER TO SAVE LIVES IN LOCKDOWN
Carling and CALM
Agency: Zenith
Carling teamed up with CALM during lockdown, and inspired 48,103 more people to seek support in lockdown
The AA
Agency: Goodstuff
In a COVID world, you would be forgiven for thinking that driving would take a back seat as the public stayed at home. However, the AA was more important than ever, at a time when the whole UK, not just UK drivers, needed our support. From making the public aware of our initiative supporting the NHS, whilst also maintaining ...
Renault
Agency: Guardian News & Media with Global and MGOMD
The electric vehicle category faces a twin (and contradictory) problem - people don't get excited about it and worry about the practical side. As the first electric car, the Renault Zoe could show that driving an EV is like the thrill of driving for the first time and balance that with the reassurance of their expertise
Kwik Fit
Agency: MediaCom
Kwik Fit needed to tap into new audiences to grow. MediaCom found a market with huge potential for growth mums with young kids. It's a time when many rely on their cars in a new way (you don't want to break down with a baby in the back seat). Young Mothers aren't typically the image we have in mind when we think about getting the car so...
ID.3. Creating a media plan as clean as the car
Volkswagen UK
Agency: PHD
Demonstrating VW's eco commitments by literally making the media the message.
Jeep Vs Tank: How we Reframed the Battleground to Win the War
Fiat Chrysler Automobiles
Agency: Starcom
We turned a competitor launch into a huge opportunity by identifying their weakness, and quickly demonstrating Wrangler's superiority in the most extreme way. Changing the battleground allowed us to ride on our competitor's publicity to drive our own record sales, in a market destroyed by Covid.
Habito
Agency: Goodstuff
In researching the hell that is the mortgage process, Habito uncovered the depressing fact that 10% of mortgage hunters sex lives deteriorated with related stress. Rather than sweep this inconvenient truth under the duvet, we were briefed to tackle it head-on. We launched the Mortgage Karma Sutra to help stimulate lagging libidos. But in th...
The Search For Britain's Best Neighbour
Halifax
Agency: MediaCom and Grayling
Halifax is a bank with a salience problem. It's hugely famous due to outstanding advertising, but in 2020 its advertising had lost resonance. The final Halifax campaign for 2020 created a step change by adopting a more human tone, which exactly tapped into the mood of the nation by searching for and celebrating Britain's Best Neighb...
Addressing the No Fixed Address problem
HSBC UK
Agency: PHD
Using creative media to grab attention and raise awareness of a consequence of homelessness that most people aren't aware of.
Nationwide Building Society
Agency: Wavemaker UK
One may ask what the murder of George Floyd has to do with media strategy for Nationwide Building Society. But that crime provoked Nationwide to think about the inequities that exist in every area of life, and what they and Wavemaker - as guardians of their marketing investment - can do to address them.
NATWEST: GAMING IN LOCKDOWN PAYS DIVIDENDS FOR KIDS
NatWest
Agency: Zenith
Parents were in crisis in lockdown and NatWest needed to educate kids on money. By creating a money game to compete with Fortnite, we increased traffic to NatWest kids account pages by over 100%
NATWEST: WHY PAY WHEN YOU DON’T HAVE TO?
NatWest
Agency: Zenith
Banks are hooked on buying their own name in search to drive acquisitions. Through our pioneering data product OneSearch, we saved NatWest 2m on PPC - budget that has been reinvested to deliver 27% sales growth.
Versus Arthritis with Global, Spark Foundry and SPP Media
Versus Arthritis
Agency: Global with Spark Foundry and SPP Media
Arthritis affects 10 million people in the UK. To jolt audiences into taking notice, an approach was developed to disrupt what people expect from a medium that is all around them; radio.
Samaritans
Agency: Goodstuff
Night time may be the loneliest time of day, but for men at-risk with their mental health, it can be the deadliest, as sleep disturbances are associated with a threefold increase in completed suicides and suicides are four times more likely to occur at night.
Cancer Research UK
Agency: MediaCom
This is the story of how we found a flaw in Facebook's algorithm, manually overriding it to achieve a 1,069% better result from our new core audience of over 55s; an unexpected source of growth that we pinpointed in 2020.
BHF 24 Hours in A&E: Heart Special
The British Heart Foundation
Agency: PHD
How we partnered with one of Channel 4's most popular shows with a specially-created episode that brought to life the life-saving difference the BHF's research makes.
Crisis
Agency: upriseUP & Catalyst
Crisis provides vital support to homeless people, with a vision to end homelessness for good. Catalyst and upriseUP were eager to support Crisis with their 2020 Christmas campaign, as the risks of the coronavirus pandemic made supporting homeless people at winter more critical than ever.
Shelter
Agency: Yonder Media
The COVID pandemic laid bare many injustices and challenged us all to envisage a better future. But as regenerative initiatives in education and the environment took centre stage, the housing emergency was in danger of being brushed aside.
Vodafone
Agency: Carat
New handset launches flood the market with customers looking to upgrade and switch. So when Samsung was launching the new S20, Vodafone planned to create a 5 city-wide, augmented reality treasure hunt to attract tech-enthusiasts. As lockdown scuppered plans, we pivoted a five-city treasure hunt out in the streets into a nationwide one i...
Vodafone
Agency: Carat
The iPhone launch is single most important date in the telco diary. 2020 threw many challenges Vodafone's way, but incidentally for the launch of the new iPhone 12 ,COVID wasn't one. Embargoed communications of the new handset by Telcos (imposed by Apple) and a lack of understanding amongst the target audience of the new handsets ma...
EE and Saatchi&Saatchi
Agency: Essence
Staying connected has become increasingly more important as we navigate these uncertain times. And as the UK's No.1 network, EE wanted to show our gratitude to the NHS (National Health Service) - the backbone of the UK - and do something meaningful to help.
Bin It, Don't Block It In Lockdown
Thames Water
Agency: Hearts & Science
While most people know about Fatbergs, no-one thinks it's their fault or indeed their problem. To get people to fight the Fatberg we had to help people understand the impact of their behaviours in their own homes. We brought the Fatberg to people's doorsteps. We delivered a fully personalized and addressable video plan to Thames Water c...
Samsung
Agency: Starcom
To drive reappraisal of the Samsung corporate brand, we ignored the GenZ marketing norms and focused on the thing they care about most - Education. 'Not a School' was a unique and highly innovative education experience that we scaled through the perfect partner, VICE. And by stepping into this untapped world of education, we dro...
Finding Unlimited From Your Couch
Vodafone
Agency: Verizon Media with The Story Lab and Carat
Verizon Media, Carat and The Story Lab were all set to turn the UK's city streets into a virtual augmented-reality (AR) scavenger hunt for Vodafone's release of the Samsung S20 5G. Then lockdown happened, and we quickly pivoted the game to bring it to everyone's living rooms, with the use of virtual objects with blockchain t...
THREE: GETTING A BIGGER BITE OF THE APPLE LAUNCH
Three
Agency: Zenith
We flipped accepted telco media behaviour across both time and place…and tripled Three’s share of iPhone sales
Dove & Unilever Entertainment
Agency: Channel 4
Together with Dove & Unilever Entertainment, we created a ground-breaking AFP 'Me & My Afro' , a stunning, taboo-busting documentary which drove impact, encouraged action, and educated people about Black Hair.
Levi's
Agency: Guardian News & Media with OMD
To build on the ethos of the Levi's Music Project and continue fostering an authentic connection with young future talent, we assembled eight young creatives with no previous newspaper experience and mentored them to produce a brand new zine from scratch to launch in the Saturday Guardian - all against a backdrop of entering one of the most...
Concrete Green with Loyle Carner
Timberland UK
Agency: PHD
How a footwear icon put branded content at the centre of its media strategy during its most important sales period of the year.
NARS
Agency: Spotify with Vizeum and The Story Lab
Driving product trial is critical in the luxury beauty category. Two perennial pillars of NARS' growth strategy are to drive brand experience through its stores and use tactical sampling to drive conversion. Pre COVID NARS were set to embark on a campaign that drove beauty consumers into store. In a lockdown, this was no longer an option. N...
Paco Rabanne Invictus
Agency: Starcom
This Christmas we cracked the challenge of making Paco Rabanne Invictus relevant to young men. We broke with the traditional fragrance advertising mode and dominated in-game winning moments instead. It worked; while our audience may have won the video games, Paco Rabanne won the season with its most successful ever Christmas.
REWRITING THE FRAGRANCE RULEBOOK TO BE THE LAUNCH OF 2020
Marc Jacobs
Agency: Zenith
In a COVID world, we subverted the rules of the beauty category and brought joy to this launch, making it the biggest selling new fragrance of the year
Mondel_z | Cadbury Heroes
Agency: Carat
Over half of parents felt emotionally distant from their children, citing gaming as the of the principle reasons. With children spending over 14 hours a week on video games, Cadbury Heroes made it their mission to reconnect families. They did this not by getting kids to put down their consoles, but by encouraging parents to pick up thei...
Infosum, Mediarithmics & Just Eat
Agency: Channel 4
We served up a delicious uplift in orders via ALL 4's tasty new data-matching product BRANDM4TCH! For the first time ever, advertisers are able to match their own first party data with our 24m registered users in a quick, safe and compliant manner.
Ecover
Agency: Goodstuff
Over 1,000 items of clothing go into landfill every 30 seconds in the UK alone, making the fashion industry a bigger carbon emissions polluter than aviation and shipping combined. If we extended the life of our clothes by just nine more months, we could reduce carbon emissions and water waste by as much as 30%, which is why Ecover d...
Yorkshire Tea
Agency: Goodstuff
Making curious brews are Yorkshire Tea's bread and butter or should we say Toast & Jam? The number one tea brand in the UK launched a controversial new flavour into its Special Brews range and kept the naysayers on our side by heroing their damning reviews as ads to drive buzz and trial. Cue a hilarious race to get the funniest tweets out into ...
Wrigley's Extra
Agency: MediaCom
Minty fresh breath is exactly what you need to feel confident when out and about, especially on a date. But, as Extra found out, it's not something people think or care about when the world goes into lockdown. Extra's long standing association with 'confidence in dating' for 16-24s was suddenly redundant.
From a Space on the Cheeseboard to a Place on the Picnic Blanket
Boursin
Agency: Spark Foundry
With a disproportionate volume of Boursin's sales coming in December, the brand tasked us with increasing summer penetration. We needed to move from fighting for a space on the cheeseboard to winning a place on the picnic blanket.
DETTOL & TFL: HELPING RE-OPEN LONDON
Dettol & TFL
Agency: Zenith
A unique partnership between TFL & Dettol to offer free hand sanitizer at every London Underground station. We helped re-open London safely, whilst shifting brand perceptions & sales significantly.
Department of Health & Social Care (NHS England)
Agency: LADbible Group
Despite being a much-loved institution, the DHSC struggles to recruit young people into NHS roles. So they tasked LADbible Group with helping young people see NHS careers as being a good option for them.
HM Government - NHS Blood and Transplant
Agency: Manning Gottlieb OMD
Tasked with the quick recruitment of men to donate something they would barely have heard about prior to the Covid-19 pandemic. We partnered with Sky Sports to develop the ultimate half-time team talk that prompted an extraordinary response.
GSK (Oral Care - Poligrip, Aquafresh, Corsodyl, Sensodyne, Pronamel)
Agency: Spark Foundry / PlatformGSK
GSK's oral care brands share a common ambition, to drive penetration of growth audiences. They also share a common barrier, too much reliance on the TV dentist lecture, a tired routine that struggles to shift the consideration dial.
GSK (Voltarol, Sensodyne)
Agency: Spark Foundry / PlatformGSK
Last year GSK secured a Top 10 position in Stonewall's Equality Index. A proud achievement, yet the LGBTQ community have been burnt by brands before. While many show up for Pride they quickly disappear after the flags come down. 'Pink washing' has become a dangerous trait in advertising.
BODYFORM: #WOMBSTORIES BREAK THE SILENCE
Bodyform
Agency: Zenith
“What’s the difference between a woman with PMS and a Pit Bull? Lipstick.” How Bodyform incited action from 12m women, helping 330,000 to share their v-shaped experiences and free themselves from shame
TENA: GOING PERMANENTLY PUBLIC TO END SHAME
TENA
Agency: Zenith
We forced conversation in public media to normalise incontinence and change perceptions of TENA. A whopping 75% of our audience went on to purchase
BT TV Launch: Cinema Activation
BT
Agency: Essence with DCM Studios and Recipe
People love TV but hate paying for things they don't want to watch. That's why in March 2020, we launched all-new BT TV, the UK's first range of flexible TV packages that can be switched on and off every month - only paying for what you want to watch.
BBC
Agency: Havas Media Group
With youth leaving the BBC in droves, we were faced with challenges on two fronts: address faltering consideration amongst under-35s, whilst communicating the sexual themes of I May Destroy You in an authentic and meaningful way.
UKTV Dave
Agency: Hearts & Science
Big Zuu's Big Eats was commissioned to bring a younger viewer into Dave. To launch it we took inspiration from the rise of grime and built the show from the ground up. Starting with Big Zuu's own socials it took in Stormzy, Grime Gran and Munchies and finished with Big Zuu on the mainstream sofa of Sunday Brunch. Boy was it successful&#...
PlayStation UK
Agency: MediaCom in collaboration with TfL, Red Consultancy and Diva Agency
The launch of PS5 was a critical moment in UK gaming. Winning against Xbox would almost certainly mean winning the next generation of gaming.
Warner Bros. UK
Agency: PHD
Using data creatively to unlock incremental revenue during lockdown.
Co-op Funeralcare
Agency: Carat
The Co-op are a brand that has always been there to help the community. Covid-19 led to a horrible increase in mortality rates and social distancing measures meant that funeral services were postponed or run at limited capacity.
Agency: Channel 4 with SASSY Productions, 40 Brands, and 20 Media Agencies.
The ambitious story of how we broke all the rules to produce the worlds most collaborative ad break with over 40 clients, 20 media agencies and 1 production partner - all within 48 hours in the midst of a global pandemic. That's how much we wanted to come together and #ClapForOurCarers
The Big App Download - Launching a life-saving app in record time
HM Government
Agency: Manning Gottlieb OMD
The launch of the NHS Covid-19 app, a cornerstone of the Government's Test & Trace programme, marked a significant moment in the nation's fight against Coronavirus. To be effective, as many people as possible need to have it installed. So we created The Big App Download weekend, a coalition of mass-reach partnerships to driv...
Reclaiming the future of the NHS
NHS England
Agency: Mediahub
The NHS is at the centre of the biggest threat to national safety since World War Two. Its survival depends on the next generation of staff. With a nation clapping on doorsteps for its healthcare heroes, you'd be forgiven for thinking that job inspiration would come naturally. But research unveiled that NHS careers were losing appeal amongs...
Sainsburys and 8 other major supermarket brands
Agency: Channel 4
Persuading the UK's supermarkets to set aside fierce rivalries at the most commercially critical time of the year to unite in solidarity and #StandAgainstRacism
eve sleep
Agency: Goodstuff with Channel 4
Sunday is statistically our worst day of the week for getting a good night's sleep, and, unfortunately, media is part of the problem; blue light from screens interrupt the body's release of the sleep hormone melatonin, so screen time at night can trick the brain into staying awake.
I'm A Celebrity Get Me To Tescooooo!
Tesco
Agency: MediaCom
Individually Brilliant, Stronger As One
eBay
Agency: MediaCom
When lockdown hit, online shopping boomed. But there was one clear winner. How could eBay possibly compete with Amazon against the backdrop of COVID-19?
Some Little Helps For Safer Shopping
Tesco
Agency: MediaCom
An approach akin to a public service saw Tesco lead the sector's communications, being first to air a COVID related campaign which scored as the top performing of all COVID campaigns .THREE: GETTING A BIGGER BITE OF THE APPLE LAUNCH
Three
Agency: Zenith
We flipped accepted telco media behaviour across both time and place….and tripled Three’s share of iPhone sales
Harnessing the Power of Heroes
Rail Delivery Group
Agency: Spark Foundry
To honour our armed forces in the lead up to Armistice week, RDG launched the Veterans Railcard.
How We Won the UK's Race For Freedom
Asics
Agency: Starcom
When lockdown created the biggest surge in running the UK has ever seen, we overcame the loss of the critical running shop and designed a brand-new customer journey with our very own expert at its heart - The Shoe Finder. And by using media to outsprint the competition, we smashed our market share target.
Australia: The perfect reward for 2020
Tourism Australia
Agency: The Telegraph and Universal McCann
Covid 19 decimated the travel industry. Travel advertising was on its knees.
Getting SWR (and local businesses) back on track
South Western Railway
Agency: the7stars
Following strikes, travel restrictions and cancelled campaigns, South Western Railway needed a new approach to reverse their record low NPS scores.
The Blitz: bringing the past back to life
Ancestry
Agency: the7stars
The 80th anniversary of The Blitz felt like a great opportunity for Ancestry to align with a moment that would rekindle interest in the past. But with less media coverage than other military anniversaries and the pandemic sweeping the nation, public consciousness was dominated by the historic event unfolding in the present.
The Personalised Program Guide
ITV
Agency: Goodstuff
The 'ITV Hub' (Hub) had a mountain to climb in the war for attention spans against competitors such as Netflix and Amazon; which were destinations for discovery compared to Hub, which as predominantly for catch-up, meaning ITV was missing out on the growing share of on-demand viewing.
Using CRM to build a critical legacy for the NHS
NHS England
Agency: Mediahub
The NHS is at the centre of the biggest threat to national safety since World War Two. Its survival depends on the next generation of staff. With a nation clapping on doorsteps for its healthcare heroes, you'd be forgiven for thinking that job inspiration would come naturally. But research unveiled that NHS careers were losing appeal amongs...
M&S
Agency: Mindshare UK
When M&S decided to relaunch its loyalty scheme, Sparks, as a predominantly digital-first offer, we had to find ways of encouraging existing customers to download the app but also to achieve incrementality in attracting new users. To tackle this double-edged challenge, we implemented a sophisticatedly granular, multi-channel dig...
Supercharging TV Through the Power of CRM
Asda
Agency: Spark Foundry
Asda's share of market took a nose dive to the tune of 500m in March. Frequent, small basket shoppers moved to more local stores during lockdown putting Asda into a financial downturn. It became business critical to get these shoppers back or risk declining profit during an economic crisis. In a bid to recover these shoppers Asda, Chann...
TSB
Agency: the7stars
On the surface, the brief to launch TSB's Spend & Save PCA was simple with consumer confidence and brand health in decline our media needed to work harder than ever to drive efficient conversions through tried & tested digital media.
All 4 Dynamic Audio & NOW TV
NOW TV
Agency: Channel 4 and Mediacom
Pure Planet
Agency: Goodstuff
Pure Planet, a new 100% green energy supplier, needed to make headroom in an overly saturated marketplace by acquiring customers at scale. To do this, we had to come up with a data and media innovation that could beat the 'big six.'
Fossil Group wins Black Friday with first multi-market War Zoom
FOSSIL Group
Agency: m/SIX
During a global pandemic with all retail stores closed, we needed to outperform Black Friday sales year-on-year. We started by understanding audiences and their desired experience, by marrying up data, creative and delivery across all communications and by working together as a single team composed of all agency and client disciplines&#...
Specsavers
Agency: Manning Gottlieb OMD
First-party data is powerful, but not always accessible and even when it is, executing outside of online channels is often impossible.Warner Bros. UK
Agency: PHD
Using data creatively to unlock incremental revenue during lockdown.
Asda
Agency: Spark Foundry
2020 was a difficult year for every Briton, an ABC of challenges; Austerity, Brexit and Covid. And with so much out of our control pressure on purses and wallets was at an all time high.
MAOAM's Mischief Manor with IMA, Energy and Haribo
Haribo / MAOAM
Agency: Global
With Halloween cancelled due to Covid, MAOAM were determined to save some much-loved trick-or-treating fun. If young ghouls and ghosts couldn't visit neighbours' houses, MAOAM would make a 'Covid-Safe' house for them to visit instead.
Mitsubishi takes you to the movies with Luna Cinema
Mitsubishi
Agency: Manning Gottlieb OMD
1st June 2020 was a critical time for the automotive market as their dealerships re-opened. The nation was emerging from lockdown; isolated, nervous but craving for a great escape. Mitsubishi & The Luna Cinema created a premium Drive-In get-away to be experienced from the safety of your car which not only was an exciting industry and media-firs...
PlayStation 5 Launch - TFL Takeover
PlayStation UK
Agency: MediaCom in collaboration with TfL, Red Consultancy and Diva Agency
2020 was a tough year for experiential. But for the release of PlayStation 5, we knew that if we made our experiential launch stunt truly spectacular, it would be seen by millions.DETTOL & TFL: HELPING RE-OPEN LONDON
Dettol and TFL
Agency: Zenith
A unique experiential partnership between TFL & Dettol to offer free hand sanitizer at every London Underground station. We helped re-open London safely, whilst shifting brand perceptions & sales significantly._
NATWEST: GAMING IN LOCKDOWN PAYS DIVIDENDS FOR KIDS
NatWest
Agency: Zenith
Parents were in crisis in lockdown and NatWest needed to educate kids on money. By creating a money game to compete with Fortnite, we increased traffic to NatWest kids' account pages by over 100%
Sex Education x Chromebook UK: Chromebook gets educational with Netflix
Google Chromebook UK
Agency: Essence
In January 2020, Google wanted to drive Chromebook consideration amongst students.
UKTV Dave
Agency: Hearts & Science
Red Dwarf fans were bored, lost in a rerun rut and looking to new shows to fill the void. But Dave had the answer - the first event Red Dwarf Feature. To generate buzz about the launch we took to social, challenging Dwarfers to a treasure hunt of clues. When cracked these would provide the key to the feature trailer and the showing time and...
Create At Home
Converse
Agency: Initiative
The Return of the Swedish Style Balls
Quorn
Agency: Initiative
In 2020 Quorn relaunched their Swedish Style Balls. The balls had been removed from supermarket shelves a year earlier, causing uproar amongst superfans. We had to find a way to take their passion for our balls, and use media to multiply it on a national scale.
The World's Most Inappropriate Tagline
KFC
Agency: Mindshare UK
It's finger-lickin good! had worked as a highly effective and memorable tagline for KFC for over 64 years, but it wasn't going to work in 2020. In response to Covid-19, KFC decided to temporarily suspend its slogan on all global advertising.
McDonald's
Agency: OMD UK
January is one of the busiest months of the year for McDonald’s and presented a unique opportunity to promote the My McDonald’s App with an offer a day for three weeks on the month.
HOW OUR SOCIAL STRATEGY HELPED DELIVER HUGGIES PULL-UPS THEIR BEST SALES PERFORMANCE IN 6 YEARS
HUGGIES PULL-UPS
Agency: RocketMill
To launch Huggies, Pull Ups Explorers we created the Big Kid Game. A social, mobile first, campaign to celebrate Big Kids hitting new milestones. The campaign drove a 26% uplift in sales year on year, growing the brand for the first time in 6 years.
From My Window: From Isolation into Opportunity
Samsung Galaxy S20
Agency: Starcom
We created a unifying platform that empowered people to tell their personal version of the universal Covid story. By doing so, we turned isolation into opportunity, and succeeded in showcasing the S20's stunning camera capabilities. This drove huge social buzz and engagement and maintained sales well beyond the traditional launch peak.Renault
Agency: Guardian News & Media with Global and MGOMD
The electric vehicle category faces a twin (and contradictory) problem - people don't get excited about it and worry about the practical side. As the first electric car, the Renault Zoe could show that driving an EV is like the thrill of driving for the first time and balance that with the reassurance of their expertiseHarnessing the Power of Heroes
Rail Delivery Group
Agency: Spark Foundry
To honour our armed forces in the lead up to Armistice week, RDG launched the Veterans Railcard.
Heart Toddler Trax with Organix
Organix and Global
Agency: VCCP and The Fourth Angel
Did you know a toddler's palate is different to an adults'? Put simply, a child's tastes are literally different to those of a grown-up.
The world's speediest quick-fire fashion show from Capital and eBay on TikTok
eBay
Agency: Global
In Q3 2020 eBay relaunched their Brand Outlet site, a place where shoppers could find up to 70% off designer fashion brands.
TikTok
Agency: Hearts & Science
TikTok wanted to cement their role in British music culture to grow engagement with a more mainstream audience. The Brits gave us a perfect vehicle to reach this audience so we gave it the full TikTok treatment and made the TikTok red carpet the main event. We encouraged TikTok users to get #redcarpetready, live streamed a performance on the re...
Love in Lockdown: How Just Eat and LADbible fuelled the nation's virtual first dates
Just Eat
Agency: LADbible Group
Just Eat partnered with LADbible Group to bring joy to a nation in lockdown and keep the brand front of mind for hungry housebound consumers as the food delivery market became more crowded than ever. Tapping into the emerging trend of virtual first dates, they created a dating show with a Just Eat twist - each date had the daunting task of choo...
90min & Yokohama: Drive For More
Yokohama
Agency: Minute Media
90min is a global football media and technology brand focused on the digital generation. Parented by Minute Media, they are The Voice of the Football Fan, connecting with their audience through their innovative and tech-first approach to editorial, video, and social content. A truly global brand, 90min operates out of six differ...From a Space on the Cheeseboard to a Place on the Picnic Blanket
Boursin
Agency: Spark Foundry
With a disproportionate volume of Boursin's sales coming in December, the brand tasked us with increasing summer penetration. We needed to move from fighting for a space on the cheeseboard to winning a place on the picnic blanket.CALM AND CARLING PARTNER TO SAVE LIVES IN LOCKDOWN
Carling and CALM
Agency: Zenith
CALM and Carling made life-saving content in lockdown, and inspired 48,103 more individuals to seek supportNATWEST: GAMING IN LOCKDOWN PAYS DIVIDENDS FOR KIDS
NatWest
Agency: Zenith
Parents were in crisis in lockdown and NatWest needed to educate kids on money. By creating a money game to compete with Fortnite, we increased traffic to our kids' account page by over 100%Dove & Unilever Entertainment
Agency: Channel 4
Together with Dove & Unilever Entertainment, we created a ground-breaking AFP 'Me & My Afro', a stunning, taboo-busting documentary which drove impact, encouraged action, and educated people about Black Hair.BT TV Launch: Cinema Activation
BT
Agency: Essence with DCM Studios and Recipe
People love TV but hate paying for things they don't want to watch. That's why in March 2020, we launched all-new BT TV, the UK's first range of flexible TV packages that can be switched on and off every month only paying for what you want to watch.Wrigley's Extra
Agency: MediaCom
Minty fresh breath is exactly what you need to feel confident when out and about, especially on a date. But, as Extra found out, it's not something people think or care about when the world goes into lockdown. Extra's long standing association with 'confidence in dating' for 16-24s was suddenly redundant.BHF 24 Hours in A&E: Heart Special
The British Heart Foundation
Agency: PHD
How we used specially-commissioned branded content on Channel 4 to tell the stories of the life-saving difference the BHF's research makes.Chromebook gets educational with Netflix
Google Chromebook UK and Sex Education
Agency: Essence
In January 2020, Google wanted to drive Chromebook consideration amongst students.
Colour Picker
Dulux
Agency: MediaCom
Virgin Money
Agency: MFUSE
Virgin Money's video content series 'Money on Your Mind; was a direct response to meet the challenges presented by the Coronavirus pandemic but evolved to become an integral part of how Virgin Money deliver support for customers and non-customers alike.
KFC
Agency: Mindshare UK
Covid-19 hit KFC hard, as it did many businesses. Stores closed suddenly in the March lockdown, and over the following months KFC carefully planned its re-opening, with staff and customer safety the priority. But re-emerging after lockdown was unprecedented territory, and the challenge for media was to generate sales overnight but a...Concrete Green with Loyle Carner
Timberland UK
Agency: PHD
How a footwear icon put branded content the centre of its media strategy during the most important sales period of the year.
Galaxy S20: Creating the Perfect Storm
Samsung
Agency: Starcom with Taylor Herring
With phone launches following a set formula, we had to make a big, brave play to make sure the S20 launch would stand out in this viciously competitive market. We created a perfect cultural storm with a live gig from Lewis Capaldi, broadcast on TV right in the middle of his winning Brits appearance. He won and so did Samsung, as fir...
UK Government
Agency: Team Nation (Newspaper industry & OmniGOV)
On 9 April 2020, Team Nation a first-ever alliance between rival news industry publishers and OmniGOV was born to help the government amplify critical coronavirus messaging to the nation.Agency: Channel 4 with SASSY Productions, 40 Brands, and 20 Media Agencies.
The ambitious story of how we broke all the rules to produce the worlds most collaborative ad break with over 40 clients, 20 media agencies and 1 production partner - all within 48 hours in the midst of a global pandemic. That's how much we wanted to come together and #ClapForOurCarers
Electronic Arts
Agency: m/SIX
In 2020, The Sims brand turned 20 years old, with the latest iteration - The Sims 4 having been out for 6 years. Over the years, the brand has captured the imagination of an entire generation.Wolf Blass
Agency: MediaCom
We delivered the most successful sampling campaign Treasury Wine Estates and Wolf Blass have ever seen by partnering with Deliveroo to get their wines into the hands of wine lovers when they needed it most, contributing +10% in sales.
How Häagen-Dazs drove forward by not holding back
General Mills - Häagen-Dazs
Agency: Mindshare UK with LADbible Group
How do you pivot an established brand for a younger audience without losing your identity? Häagen-Dazs was keen to refresh its brand perception in the UK, appealing to a younger audience and dialling up the fun and modernity without sacrificing its famous brand essence.
Agency: OMD UK
Small businesses are the lifeblood of the local community. Covid-19 hit those small businesses hard, disproportionately affecting Britain's black-owned businesses and their employees, customers and communities.BHF 24 Hours in A&E: Heart Special
The British Heart Foundation
Agency: PHD
How we partnered with one of Channel 4's most popular shows with a specially-created episode that brought to life the life-saving difference the BHF's research makes.
Heart Toddler Trax with Organix
Organix and Global
Agency: VCCP and The Fourth Angel
Did you know a toddler's palate is different to an adults? Put simply, a child's tastes are literally different to those of a grown-up.Sainsburys and 8 other major supermarket brands
Agency: Channel 4
We persuaded the UK's supermarkets to set aside fierce rivalries at the most commercially critical time of the year to unite in solidarity to # StandAgainstRacismeve sleep
Agency: Goodstuff with Channel 4
Sunday is statistically our worst day of the week for getting a good night's sleep. Unfortunately, media is part of the problem; blue light from screens interrupt the body's release of the sleep hormone melatonin, so screen time at night can trick the brain into staying awake.
PICARDilly Circus
Amazon
Agency: Initiative
Co-op Funeralcare
Agency: Reach Solutions with Carat and The Story Lab
In Loving Memory was a collaborative campaign between Co-op, Reach Plc, Carat and The Story Lab which aimed to support and commemorate loved ones who were lost during lockdown.
Nationwide Building Society
Agency: Wavemaker UK with Channel 4
#TogetherAgainstHate saw Nationwide and Channel 4 embark on a radical partnership with a coalition of like-minded brands to confront the issue of abusive behaviour towards customer facing staff.
DETTOL & TFL: HELPING RE-OPEN LONDON
Dettol & TFL
Agency: Zenith
A unique partnership between TFL & Dettol offered free hand sanitizer at every London Underground station. We helped re-open London safely, whilst shifting brand perceptions & sales significantly.Samaritans
Agency: Goodstuff
Night time may be the loneliest time of day, but for men at-risk with their mental health, it can be the deadliest, as sleep disturbances are associated with a threefold increase in completed suicides and suicides are four times more likely to occur at night.
HM Government - NHS Blood and Transplant
Agency: Manning Gottlieb OMD
Sickle Cell Disease is the fastest growing blood disorder in the UK, disproportionally affecting Black communities. Our strategy and activation driven by real-world data was twice as effective at recruiting these much-needed blood donors and turned paid advertising into the most important driver of Black givers to help NHS Blood and Transplant ...
Barclaycard
Agency: OMD UK
Barclaycard was struggling in a changing category. A historically powerful brand a previous IPA Effectiveness Grand Prix winner Barclaycard had long been able to demand a premium. We needed a new way to drive consideration before Barclaycard got into trouble.
Mermaids
Agency: RAPP UK
A transgender child is twice as likely to contemplate suicide if their parents don't accept them when they come out. But most parents aren't equipped to handle this life-changing moment, so they turn to Google for advice where the algorithm serves up inaccurate, transphobic content.
A new face propels Iceland to the top of the table
Iceland
Agency: the7stars
Grocery was the first sector to be rocked by Covid-19. Most supermarkets just held on for dear life, but our rapid insight-driven response helped Iceland feed the nation and become the fastest growing supermarket in the UK for 8 months consecutively. Within weeks of the first lockdown we'd identified a brand new shopper audience to help inf...BODYFORM: #WOMBSTORIES BREAK THE SILENCE
Bodyform
Agency: Zenith
“What’s the difference between a woman with PMS and a Pit Bull? Lipstick.” How Bodyform incited action from 3m women, helping 330,000 to share their v-shaped experiences, and free themselves from shame.Agency: Channel 4 with SASSY Productions, 40 Brands, and 20 Media Agencies.
The incredible story of how we broke all the rules to produce the worlds largest collaborative ad break in an unbelievable timescale, in the midst of a global pandemic.Habito
Agency: Goodstuff
In researching the hell that is the mortgage process, Habito uncovered the depressing fact that 10% of mortgage hunters' sex lives deteriorated with related stress. Rather than sweep this inconvenient truth under the duvet, we were briefed to tackle it head-on. We launched the Mortgage Karma Sutra to help stimulate lagging libidos. But ...Yorkshire Tea
Agency: Goodstuff
Making curious brews are Yorkshire Tea's bread and butter or should we say Toast & Jam? The number one tea brand in the UK launched a controversial new flavour into its Special Brews range and kept the naysayers on our side by heroing their damning reviews as ads to drive buzz and trial. Cue a hilarious race to get the funniest tweets out into ...
Reassuring mums-to-be with the voice of empathy and expertise
Tommy's
Agency: Mindshare UK
Some 84% of pregnant women experience maternal anxiety, and pregnancy charity Tommy's was on a mission to do something about it. By really listening to what pregnant women needed, we uncovered a key source of anxiety to be a lack of confidence about the reliability of medical information online.
Boehringer Ingelheim
Agency: OMD UK
The pandemic lockdown presented an unexpected opportunity for Frontline flea treatment: looking for an answer to lockdown loneliness, so many people were getting new dogs that charities were running out. Our research highlighted that these adopters were typically younger (25-35) than the usual 45+ Frontline target, and as inexperienced pet ...Organix and Global
Agency: VCCP and The Fourth Angel
Did you know a toddler's palate is different to an adults? Put simply, a child's tastes are literally different to those of a grown-up.Co-op Funeralcare
Agency: Carat
The Co-op are a brand that has always been there to help the community. Covid-19 led to a horrible increase in mortality rates and social distancing measures meant that funeral services were postponed or run at limited capacity.TikTok
Agency: Hearts & Science
TikTok wanted to cement their role in British music culture to grow engagement with a more mainstream audience. The Brits gave us a perfect vehicle to reach this audience so we gave it the full TikTok treatment and made the TikTok red carpet the main event. We encouraged TikTok users to get #redcarpetready, live streamed a performance on the re...
Haptics: Experiencing LEGO in a Touch-Free World
LEGO
Agency: Initiative
LEGO's campaigns have become the stuff of legend, but when LEGO briefed in 2020, we knew this year was likely to be different to the past.PlayStation 5 Launch - TFL Takeover
PlayStation UK
Agency: MediaCom in collaboration with TfL, Red Consultancy and Diva Agency
For the launch of PlayStation 5, we needed something spectacular. An idea that created genuine cultural cut through, despite all the noise around COVID and Brexit.Addressing the No Fixed Address problem
HSBC UK
Agency: PHD
Using creative media to grab attention and raise awareness of a
HOW MEDIA CREATIVITY HELPED DELIVER HUGGIES PULL-UPS THEIR BEST SALES PERFORMANCE IN 6 YEARS
HUGGIES PULL-UPS
Agency: RocketMill
To launch Huggies, Pull Ups Explorers we created the Big Kid Game. A social, mobile first, campaign to celebrate Big Kids hitting new milestones.The campaign drove a 26% uplift in sales year on year, growing the brand for the first time in 6 years.
The app for that: Levelling up charities
AdMonitor and Anything is Possible
Today, being a great media agency means being a great tech agency too. AdMonitor is a standalone app developed by Anything is Possible to level up charities with digital marketing.
Specsavers and LNER
Agency: Manning Gottlieb OMD
Faced with a huge potential loss of income due to capacity volatility, MG OMD created a cloud based engine that automatically updated media based on availability capacity using first-party data.
Agency: MediaCom
Mass marketing or precision targeting is a question that has preoccupied our industry for over two decades. For advertisers working within finite budgets, this is a realworld question on how to approach their campaigns.
Settling the Biggest Debate in Search Marketing
Agency: Spark Foundry UK (Search Harmony)
Paid search is a critical part of modern marketing. Yet one debate still rages in the world of performance; should you pay for branded keywords?
GUARANTEED SALES, OR PAY NOTHING. WHAT'S NOT TO LOVE?
Laphroaig
Agency: Zenith
With APEX Accelerator and SKY, clients only pay if a campaign delivers agreed business outcomes. So as the rest of the alcohol category focused on cutting costs, Laphroaig doubled their sales
NEW WAY OF SOLVING AN OLD PROBLEM SAVES CLIENTS MILLIONS
Agency: Zenith
Too many brands are hooked on buying their own name in search to drive acquisitions. Through our pioneering data product OneSearch, we saved our clients £2.2m on PPC
Can we all please ignore Byron Sharp?
The Telegraph
When we entered the first national lockdown the UK was plunged into a state of unknown. Consumer behaviour was volatile and brands were struggling to work out what audiences wanted.
Agency: Channel 4 with Infosum and Mediarithmics
What happens when advertisers stop playing 'Guess Who' and start targeting known customers in a broadcaster environment? For the first time ever, advertisers are able to match their own first party data with our 24m registered users in a quick, safe and compliant manner.
Vodafone
Agency: Global
Telecommunications network Vodafone had just been awarded Best 5G in London by an independent survey and wanted an innovative way to highlight their offering to audiences across the capital.
Agency: News UK
News UK created Studio PI to champion diversity in an industry where women, people of colour, people living with disabilities and people from working class origins are significantly underrepresented.
InYourArea - How we built the 3rd most downloaded news app in a pandemic year
Agency: Reach Solutions
In a year in which life became very, very local, consuming hyper-local news and keeping up-to-date with your community became critical. InYourArea became the go-to destination that connected communities through these tough times, finishing 2020 as the third most downloaded news app in the UK.
Agency: Snapchat
Snapchat has offered shoppable AR since 2018. The pandemic fundamentally changed the way that businesses could reach their customers and accelerated demand from advertisers for e-commerce and innovative ad experiences.
Agency: The Ozone Project
Ozone Marketplace was built as a premium alternative to Open Market Programmatic (OMP); the marketplace accounting for the majority of programmatic and, by default, total digital display adspend. While faced with major transparency, regulatory and brand safety concerns, the value for both advertisers and publishers in OMP is set to ...
Living Your Values to do business differently
Co-op
Agency: Carat
The Co-op is built on the values of collective action. When the country came to its knees, Co-op made the decision to muck in and foster people's community spirit to encourage them to do so too. Through little acts of cooperation, Co-op called on the nation to volunteer their time to help people in need, celebrated their generosity ...
EE
Agency: Essence with Saatchi&Saatchi
Staying connected has become increasingly more important as we navigate these uncertain times. And as the UK's No.1 network, EE wanted to show our gratitude to the NHS (National Health Service) - the backbone of the UK and do something meaningful to help.Ecover
Agency: Goodstuff
Over 1,000 items of clothing go into landfill every 30 seconds in the UK alone, making the fashion industry a bigger carbon emissions polluter than aviation and shipping combined. If we extended the life of our clothes by just nine more months, we could reduce carbon emissions and water waste by as much as 30%, which is why Ecover d...Carlsberg
Agency: Initiative
When pubs went into lockdown, Carlsberg lost significant business, and the public a beloved part of their community.Some Little Helps For Safer Shopping
Tesco
Agency: MediaCom
An approach akin to a public service saw Tesco lead the sector's communications, being first to air a COVID related campaign which scored as the top performing of all COVID campaigns .Reclaiming the future of the NHS
NHS England
Agency: Mediahub
The NHS is at the centre of the biggest threat to national safety since World War Two. Its survival depends on the next generation of staff. With a nation clapping on doorsteps for its healthcare heroes, you'd be forgiven for thinking that job inspiration would come naturally. But research unveiled that NHS careers were losing appeal amongs...
How KFC (temporarily) replaced the world's most inappropriate end line
KFC
Agency: Mindshare UK
'Finger Lickin' Good' is one of the world's best-known and most memorable endlines. But in Covid-hit 2020, it was also perhaps the world's most inappropriate one- temporarily at least. Rather than hide from this unfortunate fact, KFC being KFC boldly decided to face it head-on with a campaign announcing the standing-dow...KFC
Agency: Mindshare UK
Covid-19 hit KFC hard, as it did many businesses. Stores closed suddenly in the March lockdown, and over the following months KFC carefully planned its re-opening, with staff and customer safety the priority. But re-emerging after lockdown was unprecedented territory, and the challenge for media was to generate sales overnight but a...
Targeting the Sufferer not the Season
GSK (Piri)
Agency: Spark Foundry / PlatformGSK
With hay fever, the only thing a planner can be certain of is uncertainty. We know pollen will drop each year but exactly where, when, and to what severity is much more problematic to predict.
Electronic Arts
Agency: m/SIX
The annual launch of FIFA has been driven by fierce competition, both within the gaming category, but also as a reflection of the hugely competitive sport itself. Whilst the global launch of FIFA21 in November 2020 needed to drive new players, it was also an opportunity to unite fans of the sport. We wanted to write a 'love letter&#...
Western Union
Agency: Mediahub
Western Union (WU), global #1 in money transfer faces aggressive disruptors attracting the digital modern money mover customer that WU also needs to ensure its future.
Systane / Alcon
Agency: Starcom
Through becoming the only eye drop brand to ruthlessly focus on relieving dry eye disease exacerbated by long periods of screen time, Alcon drove unprecedented sales growth across eight markets across EMEA and Asia, moving Systane from a brand whose growth was lagging behind that of the category to one that exceeded it more than any other b...
Winning the 19-20 Cold and Flu Season
ACC / Sandoz
Agency: Starcom
In a dramatic move away from category convention, Sandoz combined the power of context and data to show how a cough is worth treating, getting millions more flu sufferers to treat their cough and restore ACC to growth across Europe.
PepsiCo, OMD and Sony Playstation
Agency: Verizon Media
PlayStation is known for its four iconic symbols: Square, Cross, Circle and Triangle. And the triangle is also Doritos' signature shape. But what if you found Doritos in other shapes? We took this concept and created an AR Quest game based on geo-location and blockchain that challenged fans to find the shapes in virtual Doritos bags. Wi...
OMD UK Connections Planning Team
Last year, OMD UK's Connections Planning (CP) team was shortlisted for Team of the Year at Campaign's Media Awards, confirming to the industry what OMD UK already knew; that our CP team is one of the best in the media world.
Starcom - One Publicis Team Samsung
The Relentless Pioneers
Clear Channel UK Commercial Team
Clear Channel: Stretched, Pulled & Pushed: Leading Change in 2020
