PRODUCT SECTOR
AUTOMOTIVE
Electric Streets
Starcom
Agency: Starcom
Client: Vauxhall
In 2024, the UK Government mandated that 22% of cars sold by each manufacturer had to be electric, with a whopping £15k fine per car if targets were missed. Realising the huge barriers to purchase of charging accessibility and affordability, Vauxhall set out on a national crusade to tackle the issue for the industry and country. Our in...
ALCOHOLIC DRINKS
Brooklyn Brewery: Kojey's Block Party
Channel 4
Agency: Channel 4, iProspect
Client: Blooklyn Brewery
Brooklyn Brewery teamed up with iProspect and Channel 4, alongside British hip-hop artist Kojey Radical to bring the iconic Brooklyn block party to life for UK audiences. Through an engaging content series and an experiential event, 'Kojey’s Block Party' showcased Brooklyn Brewery’s vibrant heritage, diversity, and community spirit. Th...
BANKS & FINANCIAL SERVICES
Skipton Turns To A New Mortgage Audience To Win With Downsizers
EssenceMediacom
Agency: EssenceMediacom UK and Channel 4
Client: Skipton Building Society
CONSUMER ELECTRONICS
Samsung S24: The Circle to Search Line
Starcom
Agency: Starcom x Global
Client: Samsung: S24
Circular Thinking: Groundbreaking technology required an (under)groundbreaking idea. The Samsung Galaxy S24 Series was the first smartphone to launch with integrated AI technology at the beginning of 2024. ‘Circle to Search with Google’ enabled consumers to search anything on their smartphone simply by drawing a circle around...
CORPORATE & UTILITIES
Sky Broadband Builds The 'Common Census'
EssenceMediacom
Agency: EssenceMediacom UK
Client: Sky Broadband
FASHION & BEAUTY
Vinted Second-Hand Showdown
Channel 4
Agency: Channel 4, Mindshare
Client: Vinted
Vinted, a leader in the second-hand fashion movement, took its position to new heights with the second series of Second-Hand Showdown, a social-first campaign designed to inspire 18-34-year-old women to embrace sustainable style through its platform. The show, fronted by Vicky Pattison, saw two stylists create standout looks u...
FOOD, DRINK & HOUSEHOLD
José Mourinho And Snickers Deliver Roasts To Your Mates
EssenceMediacom
Agency: EssenceMediacom UK, T&Pm and The Goat Agency
Client: Mars
MEDIA & ENTERTAINMENT
Is your door in the draw?
the7stars, ITV, Channel 4, Sky
Agency: the7stars, itv, Channel 4, Sky
Client: People’s Postcode Lottery
Here’s how asking the public one simple question about their front doors reversed four years of declining sales and delivered People’s Postcode Lottery’s biggest year ever in sales, which will ultimately deliver £340m to UK charities.
HEALTHCARE
PUBLIC SECTOR & CHARITIES
In The Army Now: Understanding Gen Z
EssenceMediacom
Agency: EssenceMediacom UK, Capita, OmniGov and Accenture Song
Client: Capita, for The British Army
RETAIL – ONLINE & OFFLINE
How IKEA Drove Double Digit Mattress Growth By Getting The Nation Off Their Phones And Into Bed
iProspect
Agency: iProspect
Client: IKEA
The UK is a sleep deprived nation, with most of us only getting a paltry 6 hours sleep per night. The cause? Media. With the endless brilliant content on TV, streaming & smartphones, we can’t help but put off a good night’s sleep to watch just one more…. iProspect identified the habits & moments where sleep was being hindered ...
TRAVEL & LEISURE
If you're into it. It's in the V&A
PHD UK
Agency: PHD
Client: V&A
Most people in the UK have heard of the V&A but less than a third felt familiar with the museum and its collection. Further qualitative research revealed that many of the V&A’s target audience thought the museum had nothing relevant to their interests. ‘If you’re into it, it’s in the V&A’ was created to change this...
DATA & CRM
THE CRM & MEDIA AWARD
The Campaign That Went So Wrong, It Went Right
OMD UK
Agency: OMD UK with Leo Burnett & Armadillo
Client: McDonald's
McRib_Test.notification_16.10.24 [TEST] ...the push notification sent to 1.8m users of the McDonald’s app, kickstarting a series of playful blunders that teased the return of the iconic McRib. The McDonald’s menu item is followed by a legion of loyal fans worldwide who track it’s appearance across the globe. We ha...
THE DATA & CREATIVITY AWARD
CONTENT
BEST SOCIAL STRATEGY
Dulcolax, talking shit
Hearts & Science
Agency: Hearts & Science
Client: Opella - Dulcolax
Dulcolax is the global leader in the laxative market. Yet while the number of constipation sufferers was increasing, the laxative category was somehow decreasing. Research revealed that people won’t talk about their constipation. Hearts & Science launched a campaign that defied pharmaceutical conventions and aimed...
BEST USE OF EXPERIENTIAL
BRANDED CONTENT - TV & CINEMA
O2 Studio Sessions
MG OMD
Agency: MG OMD
Client: O2
ITV Studio Sessions, brought to you by Priority from O2, was a first-of-its-kind AFP that shone a light on the hottest music artists in the UK. The late-peak show on ITV1 and ITVX helped cement O2 as a market leader in unforgettable live experiences, all enabled through O2 Priority. Branding was authentically integrated via venue locat...
BRANDED CONTENT - SOCIAL / MOBILE / DIGITAL
José Mourinho And Snickers Deliver Roasts To Your Mates
EssenceMediacom
Agency: EssenceMediacom UK, T&Pm and The Goat
Client: Mars
BRANDED CONTENT - PODCAST & RADIO
BRANDED CONTENT - GAMING
Streams of (un)consciousness
PHD
Client: British Heart Foundation
If you suffer a cardiac arrest outside of hospital, a Gen Z’er is most likely to be equipped to save your life. So, to raise awareness of the BHF’s RevivR CPR training, we put one of Gen Z’s favourite pastimes into cardiac arrest. Partnering with 14 UK gamers (combined following 11m), we simultaneously ‘flatlined’ their Twitch streams...
BRANDED CONTENT - EXPERIMENTAL, OUT OF HOME & PRINT
Lidl Jacket
OMD UK
Agency: OMD UK with Accenture Song, Talon, The Romans & Coolr
Client: Lidl
It’s late October 2024 and Berghaus have launched their AW 24 Icons collection with Oasis frontman Liam Gallagher sporting their unmistakably Lidl-coloured jacket. Part of the campaign included a series of murals of Liam in the jacket – so we decided to paint a Wonderwall. Enter stage left the “Lidl Jacket”. 24 pence worth of iconic Br...
CONTENT STRATEGY
The Secret Life of The Next Generation: E.ON Next
Channel 4
Agency: Channel 4, Mindshare
Client: E.ON Next
E.ON Next partnered with Channel 4 and Mindshare to revive the beloved Secret Life Of... series, but with a fresh twist for today’s digital-savvy, eco-conscious audience. Secret Lives of: The Next Generation took a social-first approach, using longform and shortform content across YouTube, Instagram, TikTok, and Facebook to reach Gen Z...
MEDIA PARTNERSHIPS: BUDGET UNDER £250K
Streams of (un)consciousness
PHD UK
Agency: PHD
Client: British Heart Foundation
If you suffer a cardiac arrest outside of hospital, a Gen Z’er is most likely to be equipped to save your life. So, to raise awareness of the BHF’s RevivR CPR training, we put one of Gen Z’s favourite pastimes into cardiac arrest. Partnering with 14 UK gamers (combined following 11m), we simultaneously ‘flatlined’ their Twitc...
MEDIA PARTNERSHIPS: BUDGET OVER £250K
Life, Death and Rock 'N' Roll
Carat UK
Agency: Carat UK x Channel 4
Client: Co-op Funeralcare
ding the entries. I thought your exec summary for FNC could be was - how's this? Co-op Funeralcare tackled the nation's discomfort with discussing death by launching the bold TV series Celebrity Send Off in partnership with Channel 4. This innovative campaign featured celebrities planning each other's funerals, breaking the t...
INSIGHT & INNOVATION
BEST USE OF INSIGHT
Money Talks
UM London
Agency: UM London
Client: CALM (Campaign Against Living Miserably) and MoneySuperMarket
The cost of living isn’t only a financial crisis. It is a mental health crisis. UK suicide prevention charity CALM (Campaign Against Living Miserably) has seen a 43% increase in calls to their helpline regarding financial difficulties impacting mental health. To fulfil their mission to stand together against feelin...
CREATIVE IDEA: BUDGET UNDER £250K
An UnXpected approach to road safety
Wavemaker UK
Agency: Wavemaker UK, VML, OmniGOV
Client: Department for Transport (DfT)
Men aged 17-24 are four times more likely to be killed or seriously injured and speeding is the biggest contributing factor. Our challenge was to connect authentically with these men and make them rethink their speed and adopt safer behaviours while driving. Our solution: Unexpected FM, using the tropes of pirate radio stati...
CREATIVE IDEA: BUDGET OVER £250K
If you're into it. It's in the V&A
PHD UK
Agency: PHD
Client: V&A
Most people in the UK have heard of the V&A but less than a third felt familiar with the museum and its collection. Further qualitative research revealed that many of the V&A’s target audience thought the museum had nothing relevant to their interests. ‘If you’re into it, it’s in the V&A’ was created to change this...
BEST COMMERCE MEDIA STRATEGY
Vauxhall ‘Charging Britain’
Starcom
Agency: Starcom
Client: Vauxhall
Faced with strict Government regulation, intense competition and low consideration, Vauxhall forged a unique partnership with Tesco to boost EV sales. In the first ever full funnel commerce campaign for an automotive brand, we connected Tesco’s touchpoints to each stage of the EV buyer journey, leading to significant uplifts in brand c...
PRODUCT INNOVATION – MEDIA AGENCY
EM Sidekick: AI That Works, Day-In, Day-Out
EssenceMediacom
Agency: EssenceMediacom UK
Client: EssenceMediacom UK
PRODUCT INNOVATION – MEDIA OWNER
Why Optix is a gamechanger
JCDecaux
Agency: JCDecaux UK
Client: n/a
What if you could upload your OOH creative into a portal which would place it into the actual OOH site your media team is planning to book – you could see it as part of a moving video street scene, accessed via your desktop and through harnessing AI and rich data get feedback on how your creative will perform live on the streets? It mi...
TOTAL COMMUNICATIONS CAMPAIGN
If you're into it. It's in the V&A
PHD UK
Agency: PHD
Client: V&A
Most people in the UK have heard of the V&A but less than a third felt familiar with the museum and its collection. Further qualitative research revealed that many of the V&A’s target audience thought the museum had nothing relevant to their interests. ‘If you’re into it, it’s in the V&A’ was created to change this...
INTERNATIONAL CATEGORIES
BEST INTERNATIONAL STRATEGY
eBay & Queer Eye Win Big With LGBTQIA+ Community
EssenceMediacom
Agency: EssenceMediacom UK, ITV America and Netflix
Client: eBay
BEST OF THE BEST CATEGORIES
AGENCY TEAM OF THE YEAR
Team Mondelez - Publicis Media
Spark Foundry
Agency: Spark Foundry
Publicis Media has set a new standard of excellence as the media partner for Mondelez, delivering innovative campaigns across 28+ brands and achieving outstanding results, including a +31% ROI for Cadbury Dairy Milk. The best MMM results since 2018 and second best in a decade. By integrating strategic foresight, data-driven insights, a...
COMMERCIAL TEAM OF THE YEAR
LADbible Group
2024 has been a transformative year for LADbible Group, solidifying our position as a global entertainment leader. Our commercial team has driven this success, achieving 39% year-on-year revenue growth and surpassing £43M —our highest-ever earnings. By focusing on creative, social-first campaigns, we have delivered unmatched engagement...
