Product Sector Categories

Alcoholic Drinks

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 out...

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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

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Love My Local

Carlsberg

Agency: Initiative

When pubs went into lockdown, Carlsberg lost significant business, and the public a beloved part of their community.How could we help pubs weather the COVID storm and ensure Carlsberg was top of mind for drinkers when they reopened?Rising community spirit saw people looking to support their local community, and the hospitality industry...

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Wolf Blass Wednesdays

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.

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Automotive

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.

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Shortlist: 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.

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The joy of firsts

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 expertiseThe Guardian Lab...

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Shortlist: The Power Of Dad

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 s...

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The Road to Recovery

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 our leaders...

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Banks & Financial Services

Addressing the No Fixed Address problem

HSBC UK

Agency: PHD and Wunderman Thompson UK

Using creative media to grab attention and raise awareness of a consequence of homelessness that most people aren't aware of.

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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.

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Inclusivity Mindset Reset

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.This is not a standard campaign, ...

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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%

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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 Neighbour...

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The Valentine's Day Turn off

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 ...

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Charity

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.

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Crisis at Christmas

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.Working with Catalyst, who led the strategic dire...

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Cycle 300

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.The coronavirus crisis was disastrous for cancer charities. With fundraising events cancelled and people diverting d...

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Lighting The Dark Hours

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.Despite these harrowing facts, male call volumes to Samaritans historically de...

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Social Housing

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.In this context, Shelter tasked Yonder with developing a campaign to galvanise public support and ...

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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.We took stories from people with arthritis, and then took parts of their story away, leaving just silence; demonstrating the way in which arthritis can...

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Corporate & Utilities

Getting Londoners to see Red

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 main ...

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Calling NHS Workers

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.In April 2020, at the peak of the crisis, NHS frontline workers were bravely hea...

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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

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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 ...

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Find Unlimited 2020

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 ...

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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 technology. ...

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Not a School

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 drove sign...

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Fashion & Beauty

The Scent of Victory

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.

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Hair Power: Me and My Afro

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.

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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 yea

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Ask for NARS'

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 opti...

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Your voice. Your way.

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...

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Food, Drink & Household

Toast & Jam

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 ...

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BRANDM4TCH

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.

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Celebs Go Virtual Dating

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.Gum wasn't relevant and the who...

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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.

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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.To get onto the picnic blanket we had to radically reframe the brand and show people how diverse Boursin wa...

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Heroes 2020

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 the...

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Laundry Against Landfill

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 deve...

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Healthcare

Be The Difference

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.

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Life-saving reunions: How LADbible Group increased applications for NHS roles in the midst of a pandemic

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.

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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

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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

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Filling Cavities with Content

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.It was time to lose the dentist scare tactics and embrace diverse entertainment, to create content the au...

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Pride 365

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.Partnering with the Gay Times, we created Pride 3...

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Media & Entertainment

I May Destroy You

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.The #MeToo movement has placed the topic of sexual consent high on the agenda for youth. However with dispar...

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The Launch of PlayStation 5

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.With lockdown presenting numerous challenges, our campaign included spectacular activations such as adapting the iconic Oxford Circus Underground signs to the PlayStation shapes, and the staff of ...

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Big Zuu's Big Eats

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,...

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Bring Entertainment Home

Warner Bros. UK

Agency: PHD

Using data creatively to unlock incremental revenue during lockdown.

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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.We set out to disrupt an established market and get the UK to take notice through an i...

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Public Sector

In Loving Memory

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.At this moment the UK were looking for a way to grieve. Co-op Funeralcare were there to help at this most dir...

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Clap For Our Carers

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

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Reclaiming the future of the NHS

Mediahub

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 a...

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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 drive a sense o...

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Retail - Online & Offline

Sunday Night Switch Off

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.To stand out by standing for sleep wellness, we partner...

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#StandAgainstRacism

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

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Shortlist

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?The opportunity lay in supporting the small businesses that power the platform. In a dramatic move, eBay turned off its brand advertising and gave its entire marketing budget to the ind...

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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 .And things went from strength to strength; 74% agreed Tesco was the most protective supermarket, buzz jumped by 292%, quality scores rose faster than the...

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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

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Travel & Leisure

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.But Veterans aren't like anyone else, so we recruited two of their own to help make a bang - Sir Captain Tom, and Dame Kelly Holmes. Through a variety of interviews and releases, we delved into their experiences in the military to connect wi...

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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.We flipped years of promoting end destinations on its head by supporting the local businesses on audiences' doorsteps which had suffered months of closures.First helping others get back on t...

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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.However, Tourism Australia sustained its six-figure partnership and, as a result, Telegraph readers increased their propensity to visit Australia once the pandemic subsides.

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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.

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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.Yet the spir...

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Data & CRM Categories

The CRM & Media Award

The Personalised Program Guide

Goodstuff

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.Beating the streaming giants at their own game - our...

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M&S Sparks Relaunch

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 digital-da...

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Spend & Save launch

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.But in the context of a rapidly accelerating data landscape, the7stars saw this brief as bigger than a p...

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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, Chan...

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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 a...

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The Data & Creativity Award

COVID Booking

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.We worked with Specsavers to unlock data from their store EPOS systems so we could push a feed of eye test availability into our Digital Out of Home (DOOH) advertising, telling customers if their nearest...

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Highly Commended

All 4 Dynamic Audio & NOW TV

NOW TV

Agency: Channel 4 and Mediacom

Bring Entertainment Home

Warner Bros. UK

Agency: PHD

Using data creatively to unlock incremental revenue during lockdown.

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Drive Further For Less

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.We wanted to show Asda customers they could go further for less with the cheapest fuel prices in town.By dynamically capturing Asda's fuel prices and c...

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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,...

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Quartz

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.'Our idea was to move faster than them by preparing for a cookie-free world. Introducing QUARTZ, a new AI-...

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Content Categories

Best Use of Experiential

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.And so, despite the UK's second lockdown hitting, we achieved something remarkable. While footfall may have been lower than planned, our iconic Oxford Circus...

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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._

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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._

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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.MAOAM's Mischief Manor haunted house experience at shopping centres across the country provided trick-o...

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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 m...

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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%

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Best Social Strategy

McDonald's Appy Days

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.While January is busy for McDonald’s, it also plays host to the most depressing day in the year for consumers, the dreaded “Blue Monday” – thanks January 18...

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Shortlist: 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.Those superfans were very vocal and, combined, they had a huge social follow...

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Shortlist

Create At Home

Converse

Agency: Initiative

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.

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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.The Big Kid Game lived in social media, driving engagement & participation. Digital stic...

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Red Dwarf: The Promised Land

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 tim...

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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.There were two key challenges in achieving this;(1) Students make up 42% of the people in-market considering a laptop, yet under-indexed on Chromebook consideration scores vs competitors(2) From previous campaigns, we knew traditional 'ads' weren't going ...

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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.Given the fame of the KFC tagline, this was actually news. Not as big news as Brexit or Covid, p...

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Branded Content

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 support

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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.To get onto the picnic blanket we had to radically reframe the brand and show people how diverse Boursin wa...

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#RedCarpetReady

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 ...

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90min & Yokohama: Drive For More

Minute Media

Agency: Yokohama

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 different cou...

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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 tas...

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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.Awareness and consideration of Brand Outlet was low, especially amongst youth audiences. Reaching youth audiences at scale was key, as was creating something that felt authentic, fun and new.Capital FM offered the...

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Content Strategy

All Together

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.Just seven days later the largest news brand content partnership the UK has ever seen was launched.More than 600 national and local newspapers wrapped...

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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.

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Highly Commended

Colour Picker

Dulux

Agency: MediaCom

Chromebook gets educational with Netflix

Google Chromebook UK and Sex Education

Agency: Essence

In January 2020, Google wanted to drive Chromebook consideration amongst students.There were two key challenges in achieving this;(1) Students make up 42% of the people in-market considering a laptop, yet under-indexed on Chromebook consideration scores vs competitors(2) From previous campaigns, we knew traditional 'ads' weren't going ...

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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 first ...

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Money on Your Mind

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.

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The Big Comeback

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 also...

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Media Partnerships: Budget under £250K

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.

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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.Organix use the same ingredients in their food as adults food but adapt it to the tastes of toddlers. Could this approach be applied to music to bring to life Organix brand positioning of nobody underst...

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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.We devised a refreshingly bold agony-aunt format to connect with au...

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Clap For Our Carers

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

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Google Time Out

Google

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.Google was determined to support local black-owned businesses through this crisis, and drive trust within communities and opini...

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Living the Sims Life

Electronic Arts

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.With a whole new generation of gamer coming to the fore we needed to bridge the gap. Gen Z presents a unique challenge in that they do not engage...

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Wolf Blass Wednesdays

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.

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Media Partnerships: Budget over £250K

In Loving Memory

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.As champions of the community these brands came together to create a campaign that provided important support, guidance and clarity, and presented a beautiful an...

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Sunday Night Switch Off

eve 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.To stand out by standing for sleep wellness we partnered wit...

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#StandAgainstRacism

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 # StandAgainstRacism

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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.

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Shortlist

PICARDilly Circus

Amazon

Agency: Initiative

Standing #TogetherAgainstHate

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.

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Insight & Innovation Categories

Best Use of Insight

Re-educating Google

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.So Mermaids found a way to turn Google from a hateful ...

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Frontline Spotify for Dogs

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...

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Lighting The Dark Hours

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.Despite these harrowing facts, male call volumes to Samaritans historically de...

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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 hel...

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Shortlist: Barclaycard Econometrics

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.With consideration up and sales down, it was clear not all consideration was c...

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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.

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NHSBT BAME Recruitment

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 Tr...

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Creative Idea: Budget under £250K

Heart Toddler Trax

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.Organix use the same ingredients in their food as adults food but adapt it to the tastes of toddlers. Could this approach be applied to music to bring to life Organix brand positioning of nobody underst...

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Toast & Jam

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 ...

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Clap For Our Carers

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.That's how much we wanted to come together and #ClapForOurCarers

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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.

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The Valentine's Day Turn off

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...

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Creative Idea: Budget over £250K

MG OMD - Capacity

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.

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#RedCarpetReady

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 ...

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Addressing the No Fixed Address problem

HSBC UK

Agency: PHD and Wunderman Thompson UK

Using creative media to grab attention and raise awareness of aconsequence of homelessness that most people aren't aware of.

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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.As lockdown was lifted and families emerged from the boredom, unlocking children's creativity was important for families and LEGO.When children touch LEGO, it unlocks their imagination and creativity...

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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 Big Kid Game lived in social media, driving engagement & participation. Digital stick...

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In Loving Memory

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.At this moment the UK were looking for a way to grieve. Co-op Funeralcare were there to help at this most dir...

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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.By turning the iconic London Underground signs at Oxford Circus into the famous PlayStation shapes, we achieved just that.9 million organic impressions for the image reveal a...

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Product Innovation - Media Agency

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.The upheavals of 2020 pushed charity fundraising activities online, where they can struggle to stand out against big corporates with deep pocketsThe Google A...

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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

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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?Detractors say no. Why would you pay if someone is searching for your brand? On the other side, supporters scream yes. It's commercial suicide to leave your search results unprotected, allowing...

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Product Innovation - Media Owner

BRANDM4TCH

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.We invited a number of brands take part in a trial to test the eff...

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InYourArea - How we built the 3rd most downloaded news app in a pandemic year

Agency: Reach Solutions

InYourArea - How we built the 3rd most downloaded news app in a pandemic yearINYOURAREA - HOW WE BUILT THE 3RD MOST DOWNLOADED NEWS APP IN A PANDEMIC YEARREACH SOLUTIONSIn 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 dest...

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Can we all please ignore Byron Sharp?

Agency: 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.In addition, traditional insights sources were expired or lagging. And, following the cookie crumble, market skepticism of claimed behaviour was rife.The Te...

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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

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Ozone Marketplace

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 dim...

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Snapchat AR Try-on

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.We continue to invest and in 2020 introduced new format enhancements, try-on capabilities and development tools. We put...

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Studio PI

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.Studio PI is a photography and illustration agency that seeks only to represent artists from these groups.It was created to provide game-c...

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Unmissable Case Study for DFS

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.Our DFS Halo Luxe launch encapsulated this dilemma. Our solution was an innovation that achieved the best of both worl...

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Vodafone Bus Sync

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.In the spirit of connectivity; we devised a way for our ever-popular bus wrap product to interact with our OOH estate as it made its way through th...

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Total Communications Campaign

Laundry Against Landfill

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 deve...

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Calling NHS Workers

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.In April 2020, at the peak of the crisis, NHS frontline workers were bravely headi...

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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-down of the famous ...

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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 and...

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Love My Local

Carlsberg

Agency: Initiative

When pubs went into lockdown, Carlsberg lost significant business, and the public a beloved part of their community.How could we help pubs weather the COVID storm and ensure Carlsberg was top of mind for drinkers when they reopened?Rising community spirit saw people looking to support their local community, and the hospitality industry...

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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 a...

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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 .And things went from strength to strength; 74% agreed Tesco was the most protective supermarket, buzz jumped by 292%, quality scores rose faster than the...

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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.Also, hay fever is a condition heavily characterised by distress purchase behaviour - it's hard to think of a sector where immediate and precise ...

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The Big Comeback

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 also...

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International

Best International Strategy

Using technology to address the balance between brand and performance communications and re-invigorate the Western Union brand in 90 markets.

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.WU's overreliance on performance media had begun to hit the point of diminishing returns, and had begun to erode brand equity.

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Unstoppable Growth

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 ot...

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Doritos' AR Quest

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. W...

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Win as One

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' to ...

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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.

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Best of the Best Categories

Agency Team of the Year

OmniGOV - Manning Gottlieb OMD

An unprecedented team for an unprecedented year.

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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.Sitting at the core of OMD UK, the 40-strong team helps clients understand and capitalise on the flow of audience...

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Initiative Partnerships Team

INITIATIVE PARTNERSHIPS TEAM

The Initiative partnerships team has been challenging the stereotype of media buying teams for years, but 2020 was the year that demonstrated just how much they emulate our agency ethos of 'take the initiative'.As the media market dropped by 50%, they were a solid support for our media partners, helped clients innovate throughout the p...

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Nucleus

This is the story of the new and improved way of working behind British Gas and Hive's work in 2020.Named 'nucleus', this new working model has developed an innovative approach to media by integrating the experience of client marketeers with the expertise of agency talent to unite the full suite of marketing disciplines through custome...

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OMD UK Annalect Team

2020 challenged our industry like never before. For OMD's marketing effectiveness, analytics and data science team; Annalect, this only cemented the impact of their innovative approach to driving marketing effectiveness. Through delivering outstanding results for their clients, despite the most difficult of years, they grew revenue by ...

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Starcom - One Publicis Team Samsung

The Relentless PioneersIn a year when most clients and agencies fought to stand still, One Publicis Team Samsung (OPTS) grew stronger than ever. Through our relentlessly pioneering talent, product, and work, we helped Samsung grow market share from 30% to 33%, and at the same time grew our own revenue. And to cap it all off, we raised ...

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Commercial Team of the Year

Clear Channel UK Commercial Team

Clear Channel: Stretched, Pulled & Pushed: Leading Change in 2020In 2020, Clear Channel transformed from challenger to market leader in Out of Home (OOH); shaping the narrative, helping brands navigate the pandemic, and delivering commercial success.Our Platform for Brands commitment to investing in data, audience insight, and technolo...

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4Sales - Channel 4

As a 93% ad funded business, Covid could have proved catastrophic. But thanks to positive action by our leadership and the remarkable resilience of our team, we ended the annus horribilis of 2020 positively. We delivered outstandingly strong revenues, became one of the most-awarded media owner at the Media Week Awards, and delivered so...

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Acast

Acast UK had achieved revenue growth in every single year since the Swedish company set up in London in 2014, but a global pandemic represented a very real threat to that record.We knew the only way we could grow the business in 2020, and ensure advertisers would continue to place trust in podcast advertising and sponsorship, would be ...

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Hearst Solutions - Hearst UK

In 2020 Hearst Solutions set out to be the most positively regarded sales team in the industry by delivering outstanding-in-market commercial solutions powered by insight, originality, and brilliant service. Did we succeed? Absolutely.Our positivity, innovation and agility delivered a huge increase in our Net Promoter Score from our an...

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News UK

Commercially, this could have been a crisis year. But we were determined to make it a year of opportunity: for transformational change and ambitious growth.Our opportunity was to disrupt legacy thinking, smash silos and fasttrack collaboration; prioritising innovation and creativity.Our missions:To create a digital-first commercial ope...

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Reach Solutions

As the market collapsed in April last year the idea of delivering advertising revenue growth yoy quickly became a pipedream. Fast-forward nine months and Reach Solutions posted growth of 3% YoY off the back of record digital revenue results, the acceleration of our Customer-first strategy, an increase in Invention (Creative Solutions) ...

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Campaign Media Awards 2021 - Campaign of the Year

#StandAgainstRacism

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 # StandAgainstRacism

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