Congratulations to all of our nominees
The winners will be announced at the Live Awards Show on Wednesday, June 15, 2022 at 6.30PM BST / 10:30AM PT / 1:30PM ET.
These are fun, fast-paced and celebratory events that you can watch live online or join the audience at The Drum Labs London. Hosted by The Drum’s co-founder Gordon Young and our MD of events Lynn Lester, we'll run through each category, the nominees and announce the winners in an energetic TV show style. We'll be hearing from the judges, interviewing winners, showing the award-winning work and much more.
Purchase in-person event tickets
Register to watch the online broadcast
7
Advertising
Description
Judges will be looking for an advertising strategy or campaign that can demonstrate results that fulfilled the set objectives - for example, increase in revenue, consumer attitudes, website traffic, etc.
Company
Motel, Bountiful Cow, Kinetic
Client
Klarna
Summary
With eCommerce booming, Klarna's core service of providing simple and safe payment solutions is invaluable. They operate a Buy Now Pay Later service which is growing fast but often has a bad reputation. In early 2021, misconceptions about Klarna were spreading in the national press and on social media. We needed to set the record straight about their services - and to build trust with shoppers aged 25 to 44.
It was this challenge that formed the basis of their ‘Discover the Truth’ communications. What better way to dispel myths and raise awareness of their brand than through a public and trusted channel like Out of Home (OOH). But rather than dispelling the myths by simply stating the facts, we tackled them head on and invited people to Discover the Truth for themselves.
Klarna fused OOH with Mobile to create a fun and interactive game. Creating stand out and connecting at a far deeper level with the audience.
Partnering with renowned artist Ignasi Monreal, seven common myths were woven into seven visually stunning paintings and displayed on real-world OOH canvases including interactive murals and the Waterloo domination. Pavement chalk stencils provided a directional call to action inviting consumers to take part in the challenge.
The combination of impactful media, striking creative and gamification delivered something spectacular – over 160,000 people visited the Klarna gallery, and 45,000 people dispelled all seven myths. More importantly brand trust increased from 59% to 68% during the campaign period.
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Entry credits
- Neda Shadanlou, Creative Director, Motel
- Lee Tan, Creative Director, Motel
- Juan Carlos Ruiz Pérez, Creative, Motel
- David Boynes, Creative, Motel
- Natasha OConnor, Producer, Motel
- Ellie Roberts, Head of Planning, Bountiful Cow
- Mimi Okorie, Account Manager, Bountiful Cow
- Hannah Russell, Account Director, Kinetic
- Sam O’Connell, Head of Projects and Operations, Kinetic
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Company
Impero
Client
George at ASDA
Summary
In the UK, going back-to-school for the new academic year is a big moment for children and parents alike. However, for what seemed like forever, schools in the UK had ground to a halt. When you're a kid, it can be scary enough going back to school after the weekend, but after 18 months of a global pandemic it’s another level. So George at Asda's Summer 2021 back-to-school campaign took on a special significance.
‘Arrive Like You Mean It’ was a rallying call for all kids around the country to go back to school with their heads held high in positivity and joyful anticipation.
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Entry credits
- Michael Scantlebury, Executive Creative Director, Impero
- Alastair Mills, Creative Director, Impero
- Charlotte Willcocks, Strategy Director, Impero
- Jon Mobbs, Buisness Director, Impero
- Ginny Wilson, Senior Account Manager, Impero
- Clare Thomson, Producer, Impero
- Zara Bennett, Lead Creative, Impero
- Longbin Li, Head of Design, Impero
- Sarah Mavity, Production Company Producer , Armoury
- Matt Hitchens, Production Company Executive Producer , Armoury
- Robyn Warwick, Production Manager, Armoury
- Leah Finegold, Production Assistant, Armoury
- Mr. Yankey, Director, Mr. Yankey
- Rik Burnell, D.O.P, Armoury
- Paul Dain, Focus Puller, Armoury
- Ben Carter, Location Manager , Armoury
- Andrew Vanneck, 1st Ad , Armoury
- Alex Edyvean, Gaffer, Armoury
- Christopher Melgram, Production Design , Armoury
- Kloe Dean, Choreographer, Kloe Dean
- Callina Pearson, Post Producer, Cheat
- Chris Hutchings, Editor, Cheat
- Tim Mellem, Online Editor, Cheat
- Tim Smith, Colourist, Cheat
- Kwame Kz Kwei-Armah Jnr. , Music Composer and Producer , Kwame Kz Kwei-Armah Jnr.
- Jonny Platt, Lead Sound Engineer , Cheat
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Company
FCB MANILA
Client
Union Bank of the Philippines
Summary
Union Bank of the Philippines has digitally transformed itself into being the country’s most advanced digital bank with an outstanding app—UB Online. The app has already been launched and awareness of it has been growing, but Filipinos continued to settle for problematic apps and endure the terrible features and services. With this, UB wanted to change Filipinos’ mindset of settling and make them realize that they deserve more, and that they can actually do better with the UB Online app.
The strategy: Highlight the fact that Filipinos’ banking pains are self-inflicted, and that the way out of them is to switch to UB Online.
The execution: To push downloads and account openings, UB launched “Heaven,” a full campaign that aims to end banking pains by pointing out the settling mindset of Filipinos when it comes to banking—creatively depicted in a film set in banking hell inspired by Dante Alighieri’s Divine Comedy. The film was then amplified by hell and heaven-themed posts and online ads.
The results: The campaign skyrocketed UB’s business through remarkably high amount of views, target-hitting new installs and new accounts. More importantly, it finally put an end to self-inflicted banking pains, and drove Filipinos to the direction of heavenly banking with UB Online.
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Entry credits
- Edwin Bautista, President and CEO, Union Bank of the Philippines
- Ana Maria Delgado, Executive Vice President, Chief Customer Experience Officer, and Chief Digital Channels Officer, Union Bank of the Philippines
- Christine Siapno, First Vice President and Digital Marketing Head, Union Bank of the Philippines
- Carol Lozano, Marketing Consultant, Union Bank of the Philippines
- Jake Tesoro, Chief Creative Officer and Co-Chief Operating Officer, FCB MANILA
- Rab Evangelista, Creative Director, FCB MANILA
- Jelena Fajardo, Sr. Copywriter, FCB MANILA
- Meloi Cortez, Art Director, FCB MANILA
- Lizette Santos, Chief Strategy Officer and Chief Executive Officer, FCB MANILA
- Jam Jimenez , Sr. Strategic Planner, FCB MANILA
- Jolo Inocencio, Strategic Planner, FCB MANILA
- Rice Simpao , Client Services Director, FCB MANILA
- Gian Recalde, Client Services Director, FCB MANILA
- Jean Gregorio, Business Unit Director, FCB MANILA
- Igie Javid, Associate Business Unit Director, FCB MANILA
- Lios Amarille, Account Director, FCB MANILA
- Sonny Cruz, Producer, ARCADE FILM FACTORY
- Marius Talampas, Director, ARCADE FILM FACTORY
- Lace Lacap, Executive Producer, ARCADE FILM FACTORY
- Berhil Cruz, Director of Photography, ARCADE FILM FACTORY
- Whammy Alcazaren, Production Designer, ARCADE FILM FACTORY
- Florian Trinidad, Wardrobe, ARCADE FILM FACTORY
- Mara Bernaldo, Line Producer, ARCADE FILM FACTORY
- Dave Lacap, PM, ARCADE FILM FACTORY
- Lhobie Pecson, PA, ARCADE FILM FACTORY
- Edward Amazan, LM, ARCADE FILM FACTORY
- Neil Mendoza, Post-production Producer, ARCADE FILM FACTORY
- Alvin Chan, Offline Editor, ARCADE FILM FACTORY
- Nicco Anacleto, Online Editor, ARCADE FILM FACTORY
- Jeremiah Gem Garcia, Online Artist, ARCADE FILM FACTORY
- Rosa Revuelta, Online Artist, ARCADE FILM FACTORY
- Philip Jarilla, Sound Designer and Sound Studio Producer, HIT PRODUCTIONS
- Arnold Buena, Music Composer and Music Arranger, HIT PRODUCTIONS
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Company
Moburst
Client
Redefine Meat
Summary
In November 2021, we assisted Redefine Meat in launching its line of New-Meat™ products in 3 new countries across Europe - Germany, the Netherlands and England.
As the product is currently only sold in restaurants, our challenge was to generate brand awareness and hype to the relevant audiences, all while their products were not yet commercially available.
We’ve faced this challenge by creating engaging visual & written content that encouraged potential customers to sign up for a “Waiting List” through which we collected leads.
We promoted a wide range of ads and organic content to announce the brand’s upcoming launch in Europe. By registering to the waiting lists, users were notified when Redefine Meat products were available in their area. Through these leads we are able to keep in touch with the audience in all four GEOs, targeting them in future campaigns, and continuously refreshing the brand’s promotional and organic content to ensure we keep them engaged.
This campaign had two different goals: brand awareness and the creation of a customer base in each country. Both goals also lend themselves to B2C and B2B marketing objectives, as they support Redefine Meat’s mission to expand its repertoire of partners (restaurants, distributors, hotels and more).
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Entry credits
- Hofit Mallachy, Team Lead, Moburst
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Company
Starling Bank
Summary
Starling Bank is on a mission to change banking for good. We partner with people & businesses that share our values & believe in doing the right thing; one such person is environmentalist & YouTube creator Jack Harries. Together, we collaborated on a content series to elevate the voices of underrepresented young people at COP26. For the documentary series, Jack made a carbon neutral journey across the UK. Travelling from the Isles of Scilly to COP26 in Glasgow, he collected stories on how the climate crisis is affecting lives. We aired the stories, including interviews with Barack Obama, Jane Goodall & Starling CEO & Founder Anne Boden at COP26 & projected the heroes behind them onto the Glasgow Armadillo. Sir David Attenborough even presented this content to the delegates at the summit itself, giving the overlooked victims of climate change a seat at the biggest table of all. As part of our wider brand awareness campaign, we wanted to challenge & disrupt the media landscape, act with purpose & offer something genuinely different - ‘Seat at the Table’, the name of the series, was our way to do this. Many consumers expect brands to help them make ethical choices, another reason that ‘Seat At The Table’ was something Starling was proud to support. The campaign delivered 50m impressions & reached 12m unique users in the UK & at the same time Starling saw the highest number of personal current account applications in the month the series launched.
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Entry credits
- Jack Harries, YouTube Creator, Jack Harries
- Luke Hyams, Head of YouTube Originals, YouTube
- Alexander Lee, YouTube Marketing, YouTube
- Persa Shadnia, Video and Display Sales Manager, Google
- Hannah Pennington, Content Sales Lead, Google
- Gemma Johnson, Director of Digital Growth, Starling Bank
- Alexandra Frean, Chief Corporate Affairs Officer, Starling Bank
- Neema Cox, Social Media Manager, Starling Bank
- Oliver Mott, Head of Social Media, Starling Bank
- Hal Macdermot, Head of Editorial Content, Starling Bank
- Christian Marchant, Customer Engagement Senior Manager, Starling Bank
- Marius Feraru, Digital Design Lead, Starling Bank
- Elita Falkvard, SEO and Web Lead, Starling Bank
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Company
Meta
Client
Meta
Summary
Two years into the pandemic, small businesses were still struggling to stay open and empty storefronts were taking over communities. We wanted help by creating meaningful support for small businesses at a time when they needed it most while simultaneously reenergizing city streets.
Enter The Good Ideas Shop.
Interactive, shoppable retail window displays featured in Seattle, New York, Fort Worth, Los Angeles, Ottawa, Latin America and the UK. The shops were created to help local small businesses’ good ideas get discovered by more people.
Each featured business creatively displayed a QR code that helped drive sales through their shop on Instagram or Facebook.
The Good Ideas Shops were supported with a robust outdoor and print campaign, and online we created one shop that brought all the businesses together. We also partnered with local creators to help drum up excitement.
The shops had a powerful impact.
We featured over 70 different small businesses across all the markets.
The online shops were viewed 200 thousand times.
79% of businesses saw an increase in sales.
100% saw an increase in brand awareness.
Media delivered 43 million ad impressions.
The campaign helped to increase overall brand sentiment. And the campaign gained both local and national press.
Making it clear that discovering small businesses and supporting local communities is always a good idea.
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Entry credits
- Kate Daggett, Director, Head of Creative, North America, Meta
- Katra Cunningham, Marketing Consultant, Meta
- Roxy Weisbard, Creative Lead, Art Director, Meta
- Ceci Bergier, Art Director, Meta
- Cory Bortnicker, Copywriter, Meta
- Roger Fish, Copywriter, Meta
- Peter Yang, Art Director, Meta
- Lindsay Lamb, Copywriter, Meta
- Roy Ellis, Graphic Designer, Meta
- Amy Su, Graphic Design Lead, Meta
- Marcus Howard, Copywriter, Meta
- Jessie Van Arman, Marketing Lead, Meta
- Sonya Furdyk, Marketing Manager, Meta
- Kim Fenoy, Marketing Manager, Meta
- Andrea Van Leeuwen, Head of Marketing, Canada, Meta
- Marijke Waddell, Marketing Lead, Meta
- Racheal Hawk, Marketing Manager, Diverse Communities, Meta
- Madeline Riley, Marketing Manager, Meta
- Jasmine King, Marketing Manager, Meta
- Sinead O’Grada, Head of Economic Impact Marketing, EMEA, Meta
- Eleanor Caffrey, Event Marketing Manager, Meta
- Jessica Jolley, Communications Manager, Meta
- John Nolan, Communications Manager, Meta
- Jordan Harvey, Event Marketing Manager, Meta
- Jalessa Kirk, Event Marketing Manager, Meta
- Damien Baines, Experiential Lead, Global Experiences, Meta
- Teri Heyman, Producer, Meta
- Catheline Leung, Media Marketing Manager, Meta
- Sujata Kapur, Media Manager, Meta
- Ting Ting Chiu, Lead Project Manager, Meta
- Derrin Andrade, Sr. Project Manager, Meta
- Michelle Alandete, Sr. Project Manager, Meta
- Bothaina Saleh, Project Manager, Meta
- Isabella Arnao, Project Manager, Meta
- Jenn Dodds, Project Manager, Meta
- Sandra Cha, Project Manager, Meta
- Kelly Thomas, Policy, Meta
- Jessica Pettway, Photography, Meta
- N/A N/A, Advertising Agency, Mosaic Canada
- N/A N/A, Production Company, MKG
- N/A N/A, Production Company, Nice Shoes Toronto
- N/A N/A, Production Company, INCA Productions
- N/A N/A, Photography, Angle Media
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Company
Wunderman Thompson UK
Client
HSBC UK
Summary
Without an address, the homeless find themselves in a lose-lose situation where not having a home makes it harder to open a bank account. This makes it harder to secure a legitimate job or claim benefits. Which makes it harder to find a home. It’s a vicious circle. To break this cycle of financial exclusion, HSBC UK partnered with Shelter to create the No Fixed Address Service. The bank provides the homeless with bank accounts using the charity’s address as proof of identification. To demonstrate how this partnership can stop the cycle of financial exclusion we build our own vicious circle.
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Entry credits
- Steve Aldridge, Chief Creative Officer, Wunderman Thompson
- Tom Drew, ECD, Wunderman Thompson
- Mike Watson, Creative Director, Wunderman Thompson
- Craig Hunt, Creative, Wunderman Thompson
- James Humphreys, Creative, Wunderman Thompson
- Graham Channon, Designer, Wunderman Thompson
- Yoshi Okubo, Designer, Wunderman Thompson
- Bryan Riddle, Designer, Wunderman Thompson
- David Howard, Designer, Wunderman Thompson
- Daryl Yeoman, Designer, Wunderman Thompson
- Claire Chislett, Business Director, Wunderman Thompson
- Luke Thornton, Account Director, Wunderman Thompson
- Olivia Taylor, Account Manager, Wunderman Thompson
- Max Cain, Account Manager, Wunderman Thompson
- Sonny Botero, Agency Producer, Wunderman Thompson
- Liberty Willson, Assistant Producer, Wunderman Thompson
- Tom Lawrence, Creative Producer, Wunderman Thompson
- Omar El Gammal, Planning Director, Wunderman Thompson
- Siri Bunford, Director, Knucklehead
- Mathew Brown, Producer, Knucklehead
- Cat Irving, Production Manager, Knucklehead
- Becky Thompson, Production Assistant, Knucklehead
- Christopher Sabogal, DOP, Knucklehead
- Tom Wales, Production Designer, Knucklehead
- Stefanie Grieve, Production Designer, Knucklehead
- Natricia Bernard, Choreographer, Knucklehead
- Adam Rudd, Editor, Whitehouse Post
- Matthieu Toullet, Colourist, MPC London
- Munzie Thind, Sound Designer, Grand Central Studios
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6
Automotive and Transport
Description
For a strategy or campaign created for any organisation working in the automotive and transport industry.
Company
OneFifty Consultancy
Client
Mazda UK
Summary
Beautiful content meets sales. The marketing holy grail? This social campaign was audience, customer journey and content quality focused. And that got some pretty astounding results – including 110 direct test drives - that is now the blueprint for Mazda’s digital campaigns moving forwards. As Eliott Farr, Mazda UK’s social media manager, said: “Bloody hell guys, the test drives are rolling in! Beautiful really is on the horizon.”
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Entry credits
- Katie Buckett, Co-Founder, OneFifty
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Company
MRM
Client
General Motors
Summary
Our audience was as spoiled as Veruca Salt: “I want it now!” Luxury customers who can afford almost anything and are accustomed to both variety and plentiful inventory. Why wait months on end for sight-unseen Cadillacs?
For a brand that once set the standard in American luxury, a name synonymous with success and having “made it,” Cadillac more recently suffered from both low sales and low opinion. In 2019, market share dipped to just 7% of the luxury market. In 2020, brand opinion was less than half that of top tier makers like Audi, BMW, Mercedes and Lexus (Cadillac at 15 points, vs top tier lux brands at 30+ pts, per internal brand tracking studies). And quality scores were also low, with Cadillac just one point above industry average in the 2020 J.D. Power IQS Study.
In 2021, with this as our backdrop and within our I-want-it-now culture, we had to convince thousands of potential customers that four never-been-seen-before Cadillacs were worth waiting for.
But we centered in on a human experience insight: no one likes to wait… but anticipation is a pleasure.
We realized we could “shorten” the wait and intensify desire by promoting the specialness and rarity infused in these Cadillacs.
We enlisted the designers, engineers, and craftspeople behind the Escalade, CT4 & CT5 Blackwing, and LYRIQ to speak first-hand to the uniqueness and exclusivity imbued in every detail.
Our CRM campaigns combined storytelling with data and tech know-how, netting
Cadillac reservation sell-outs three times in a row.
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1 CAD BTS Drum OnePager.pdf
Entry credits
- Jeff Cruz, Chief Creative Officer, MRM
- Tiffany Moy-Miller, Group Creative Director, MRM
- Caitlin Pasqualone, Creative Director, MRM
- Nikki DuJardin, Associate Creative Director, MRM
- Tia Perry, Associate Creative Director, MRM
- Lori Sullivan, Global Business Strategy, MRM
- Mark Rebhan, Chief Strategy Officer, MRM
- Cathy Humenik, Group Account Director, MRM
- Renee Triemstra, Director of Strategy, MRM
- Laura Quinn, Account Director, MRM
- Adrienne Coletti, Management Supervisor, MRM
- Emily Juszkowski, Account Supervisor, MRM
- Kate Wonsul, CRM, Audience and Personalization Manager, General Motors
- Deana Alicea, Chief of Staff , General Motors
- Marcie Perez, Associate Director of Marketing Cross Channel Strategy and Activation, General Motors
- Meghan Carey, My Rewards Brand Integration Digital Strategist , General Motors
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Company
The Walt Disney Company
Client
Hyundai USA
Summary
With the launch of the all-new 2022 Tucson, Hyundai recognized that the popular compact SUV would be competing in the most competitive auto
segment against well-known entries from Ford, Toyota, Nissan and Honda. Popular opinion would be to head for familiar terrain and order up a large ad
buy in the 2021 Super Bowl. Hyundai traded the clutter of the Super Bowl, however, in favor of something unprecedented...a cross-division campaign
across The Walt Disney Company.
The mandate was clear: to sell the benefits of the all-new 2022 Tucson against formidable competitors from Nissan and Toyota, we needed to create an
emotional connection with consumers — and :60 seconds in the Super Bowl was not going to suffice. Enter: Hyundai’s “Question Everything” campaign,
which even had our media/planning teams questioning long-standing traditions and beliefs.
In the end, we threw all the “best practices” out the window in order to transform the traditional media partnership. We splashed the all-new 2022 Tucson
across Disney (with a longer campaign window) in the content that consumers love, and did it in a way that was wholly original. The aspiration: entertain
while also informing audiences about every single benefit the Tucson touts.
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Entry credits
- Jeffrey Weinstock, Vice President & Creative Director, Disney CreativeWorks
- Chris Powers, Executive Creative Director, Disney CreativeWorks
- Christiann Keeler, Senior Writer/Producer, Disney CreativeWorks
- Sara Motejl, Senior Manager, Disney CreativeWorks
- Jay Marrotte, Vice President & Creative Director, Disney CreativeWorks
- Ira Fritz, Associate Creative Director, Disney CreativeWorks
- Michael Prado, Senior Producer, Disney CreativeWorks
- Nicole Gartner, Senior Social Manager, Disney CreativeWorks
- Mindy Hamilton, SVP, Partnership Marketing, Marvel Studios Marketing Partnerships & Promotions
- Chris Lisciandro, VP Marketing Partnerships & Promotions, Marvel Studios Marketing Partnerships & Promotions
- Daniel Cruz, VP Marketing Partnerships & Promotions, Marvel Studios Marketing Partnerships & Promotions
- Tina Goss, VP Marketing Partnerships & Promotions, Marvel Studios Marketing Partnerships & Promotions
- Andy Staub, Director, Creative, Marvel Studios Marketing Partnerships & Promotions
- Barney Goldberg, SVP, Executive Creative Director, INNOCEAN USA
- Ryan Scott, Group Creative Director, INNOCEAN USA
- Jeff Bossin, Group Creative Director, INNOCEAN USA
- Newt Cox, Senior Copywriter, INNOCEAN USA
- Berlin Burkhart, Art Director, INNOCEAN USA
- Brad Beerbohm, ACD, CW, INNOCEAN USA
- John Turcios, ACD, AD, INNOCEAN USA
- Sean Gilpin, SVP, Executive Managing Director, INNOCEAN USA
- Nicolette Spencer, SVP, Head of Content Production, INNOCEAN USA
- Cindy Scott, SVP, Strategy, INNOCEAN USA
- Jeff Johnson, SVP, Client Director, Strategy, Canvas Worldwide
- Jason Croddy, SVP, Client Director, Strategy, Canvas Worldwide
- Terra Fernandez, Director, Content Partnerships, Canvas Worldwide
- Connie Chiu, Director, Strategy, Canvas Worldwide
- Jose Munoz, President & CEO, Hyundai USA
- Angela Zepeda, Chief Marketing Officer, Hyundai USA
- Kate Fabian, Director of Marketing, Hyundai USA
- Monique Kumpis, Senior Manager, Marketing & Advertising, Hyundai USA
- Paul Meyers, Manager, Digital & Social Media Marketing, Hyundai USA
- Tyler Branning, Analyst, Digital & Social Media Marketing, Hyundai USA
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Company
Tin Man
Client
Megabus
Summary
Megabus, famed for its £1 journeys and cartoon bus driver identity, didn’t generate a whole lot of brand love. So, how could we engage an over 55 audience – who don’t historically use the service - emotionally, and make the brand stand for something other than low-cost travel?
By reuniting them with their grandkids, after months of enforced distance and isolation during the pandemic. Our Grand Reunion campaign, offering free travel for grandparents to see their grandchildren for free, for a year was a brilliantly novel, emotive, shareable and scalable PR idea with bags of video content potential and commercial legs.
The impact? Perception of Megabus as a brand suitable for over 55s skyrocketed from 8% to 57% post campaign, 10,000 grandparents actively engaged with the Grand Reunion trial ticket, and we secured 60+ pieces of coverage.
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Company
Tin Man
Client
LNER
Summary
After a year of lockdown, the deadly pastime of train track trespassing had reached record levels due to a mixture of boredom and a worrying new social media trend for ‘danger-posting’.
Our comms approach couldn’t pussyfoot around this issue as young lives were being needlessly lost every day. Enter, ‘The Waiting Room’ - an emotionally-driven installation in Newcastle, one of the worst affected areas of the UK, serving as a stark reminder of the consequences of playing on the tracks. Families were confronted with a perfect recreation of a child’s bedroom which was never returned to due to the devasting impact of track trespassing. With homework half written, an unmade bed and clothes abandoned across the floor, it brought to life the emotional and shattering impact on the people left behind. And most importantly, it provoked an 85% increase in conversations between parents and children about the dangers.
Delivering agenda-setting broadcast, print and online coverage across regional and national media, this purposeful and moving campaign shifted attitudes and created conversation.
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- na na, na, na
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Company
DHL Supply Chain x Upp
Client
N/A
Summary
With new challenges presented by the global pandemic going into 2021 (delta variant, increased shipping prices, driver shortages) organizations of all sizes had to react, adapt or even completely transform themselves in order to succeed in an increasingly unpredictable world.
Using our digital platforms we told our story in real time through our people from frontline to boardroom. We championed the logistics and transport industry, gave transparency to the issues at hand and shared with our customers and shareholders the expertise we have that has the power to transform their businesses. We show how local efforts have global effects and our message to our customers is clear, we are your #UltimateSidekick. The effort to make a personal connection is noticed and appreciated – our renewal rates, Net Promoter and loyalty scores from customers are the highest they have ever been.
Winning this award, would give recognition to the 200,000 DHL Supply Chain experts who keep the world moving. That’s why we at DHL need to keep on delivering. Today. Tomorrow. And the day after that.
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Entry credits
- Jaclyn Pannell, Global Head of Campaign, DHL Supply Chain
- Louise Barber , VP Global Marketing, DHL Supply Chain
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8
B2B
Description
For a strategy or campaign created for any B2B sector organisation, service or project.
Company
Wunderman Thompson UK
Client
BT Global
Summary
BT Global provides the world’s largest multinationals with the technology they need to thrive in a networked world and has done for decades.
So, how do you bring a fresh, disruptive perspective to the story of BT’s world-leading expertise? By collaborating with perceptual artist Michael Murphy.
Together we built a unique installation using the technology and channels used in daily customer contact experiences. A seemingly random collection of objects. Yet, when art meets science, they bring to life the understanding that where customers see individual problems, BT sees the whole picture – to create a better experience.
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Entry credits
- Paul Snoxell, Creative Director, Wunderman Thompson
- Antony Bell, Creative Director, Wunderman Thompson
- Phil Siegle, Creative Director, Wunderman Thompson
- Jonah Werth, Film and Still Producer, Wunderman Thompson
- Anthony Jarman, Editor, Wunderman Thompson
- Daryl Yeoman, Editor, Wunderman Thompson
- Guy Sexty, Head of Art, Wunderman Thompson
- Courtney Brooks, Designer, Wunderman Thompson
- Ellie Matthissen, Designer, Wunderman Thompson
- Oriel Irvine-Wells, Copywriter, Wunderman Thompson
- Jonathan Terry, Head of Live/ Integrated Partner, Wunderman Thompson
- Chloe James, Event Manager, Wunderman Thompson
- Matt Steward, Chief Creative Officer, Wunderman Thompson
- James Irvine, Client Partner, Wunderman Thompson
- Elrike Lochner, Business Director, Wunderman Thompson
- Alistair Thomson, Senior Account Manager, Wunderman Thompson
- Martin Harrison, Strategy Partner, Wunderman Thompson
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Company
Silver Agency
Client
Finastra
Summary
The accelerated use of AI in financial services has led to algorithmic bias in the sector and discrimination against certain demographics when applying for finance. A big issue, that for the good of humanity, needed to be addressed.
To lead industry-wide change, global fintech solutions company Finastra worked with Silver to develop an impactful multi-channel campaign to start righting this wrong.
The objective was to engage people across financial services globally to first acknowledge a problem exists, and then work together to find a solution.
We needed to inspire multiple audiences to act, so we needed a broad (but purposeful) channel and content strategy.
Taking forward Finastra’s belief of the future of finance being OPEN, we created a movement entitled ‘OPEN by {Default}’.
Following conceptual creative development, a multi-channel strategy across owned, earned, and paid media was executed. This included PR, partner marketing, direct marketing, virtual hackathons, and social media.
The movement began.
The campaign was a global success, attracting over 600 registrations for the hackathons across 50+ countries, including Antarctica, with nearly 80% of the projects led by women.
The campaign picked up four Tier 1 press interviews featuring Finastra Execs, as well as 31 pieces of international coverage.
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- All at Team Silver , ,
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Company
True
Client
Acora
Summary
Acora, an unknown IT services provider, embarked on a mission to reimagine their category and create a new normal for their industry.
For too long, IT services have been governed by Service Level Agreements (SLAs) that simply define which services the provider will deliver and to what level. But when an SLA is in place, there’s no requirement for the service provider to innovate for their customer.
For Acora to win market share in a crowded market, the traditional way of doing things wouldn’t suffice, so we changed the rules in our favour. We challenged the status quo and put their name on the map, creating an industry first, category defining service that changed business culture and moved with the times.
We launched Acora’s Experience Level Agreement (XLA), unlocking the true power of IT services by focusing on what matters most – the end user experience. Long Live the XLA became a call-to-arms for professionals to stand up against sub-par SLAs and demand more from their IT service providers – a movement highlighting the inadequacies of the industry standards and firmly positioning Acora as the new challenger leading much needed change in IT services.
The campaign achieved widespread coverage from industry analysts such as Gartner and Forrester. Their share of category searches more than doubled (an increase of 2.18%). And with share of search proven to be an accurate proxy for market share in IT services, this increase equates to a £4.7m uplift in sales revenue in just 4 months.
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Entry credits
- Cos Mingides, Head of Effectiveness, True
- Wendy Owen, Account Director, True
- Gary Hill, Creative Director, True
- James King, Creative Director, True
- David Wellington, Creative, True
- Adrian Peters, Creative, True
- Harry Moore, Producer, Mad Cow
- Pete Chambers, Executive Producer, Mad Cow
- Phil Lind, Director, Mad Cow
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Company
Pinterest
Summary
Trend reports that look back are so last year. Pinterest Predicts used Pinterest’s forward-looking data to give advertisers the insights they need… from the future.
Pinterest Predicts equipped advertisers with a secret weapon they've never had before—a window into the future. With a strong mix of online and offline multi-channel experiences, advertisers were fully immersed into our not-yet-trending report that helped them get ahead of future trends and strategically plan their upcoming marketing efforts.
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- Andréa Mallard, Chief Marketing Officer, Pinterest
- Celie ONeil-Hart, Creative Director, Content and Writing, Pinterest
- James Hurst, Creative Director, Design, Pinterest
- Talia Parnass, Senior Lead, Business Marketing, Pinterest
- Jenna Landi, Head of Brand Insights, Pinterest
- Micaela Brookman, Senior Lead, Brand Design, Pinterest
- Sue Chen, Senior Lead, Creative Ops, Pinterest
- Leah Gordon, Senior Manager, Ads Writing, Pinterest
- Jim Habig, Head of Business Marketing (fmr), Pinterest
- Alejandro de la Villa, Lead, Brand Writing, Pinterest
- CatherineRose Mountain, Senior Internationalization Program Manager, Pinterest
- Cynthia Zhang, Analyst, Pinterest
- Ella Petlicka, Senior Internationalization Program Manager, Pinterest
- Alexandra Nikolajev, Senior Lead, Creator & Content Partnerships, Pinterest
- Kelsey Bryden, Designer, Pinterest
- Shani Syphrett, Brand Marketing Lead, Consumer, Pinterest
- Brandi Steele, Designer, Pinterest
- August Mcmullin, Designer, Pinterest
- Felicia Baskin, Senior Lead, Content Marketing, Pinterest
- Graham Roth, Product Manager, Growth, Pinterest
- Philip Czapla, Brand Designer, Pinterest
- Carly Wallace, Creative Strategy Program Manager, Pinterest
- Amiyra Perkins, Senior Lead, Creative Strategy, Pinterest
- Jordan DiSanto, Product Designer, Pinterest
- Maya Wong, Brand Writer, Creators, Pinterest
- Ana Todd, Manager, Platforms and Tools, Pinterest
- Ashley Jones, Product Marketing Manager, Pinterest
- Namita Gupta, Creator Marketing Lead, Pinterest
- Michelle Van Houten, Creative Producer, Pinterest
- Swasti Sarna, Data Comms Manager, Pinterest
- Ali Burgis, Creative Producer, Pinterest
- Juliette Chatelain, Communications Manager, Pinterest
- Eric Wahlgren, Content Programs Director, Pinterest
- Laura Amschel, Creative Producer, Pinterest
- Maria Breaux, Writer, Pinterest
- Sydney Stanback, Advertiser Researcher, Pinterest
- Amelia Zak, Content Marketing Associate, Pinterest
- Mary-Claire Rotticci, Marketing Counsel, Pinterest
- Lissa Healy, Inclusion & Diversity Business Partner, Pinterest
- Cristina Francisco-McGuire, Diversity Business Partner, Pinterest
- Megan DAlessio, Inclusion & Diversity Business Partner, Pinterest
- Amy Dziewiontkoski, Sales Manager, Pinterest
- Anisha Vasandani, Technical Program Manager, Pinterest
- Joey Weber, Content Editor, Pinterest
- Marta Matias, Brand Writer, Pinterest
- Jenny Kindness, Product Marketing Manager, Pinterest
- Kayte Korwitts, Content Manager, Pinterest
- Elizabeth Luke, Senior Communications Manager, Ads, Pinterest
- Cierra Yetts, Brand Communications Manager, Pinterest
- Kimmie Glass, Comms Manager, Pinterest
- Arianna Thomas, Communications Manager, Consumer, Pinterest
- Rachel Murphy, Writer, Pinterest
- Kevin Darouian, Designer, Pinterest
- Jaime Pham, Creative Strategist, Pinterest
- Stephanie Halovanic, Writer, Pinterest
- Nune Mesropyan, Email Marketing Manager, Pinterest
- Whitney Paul, Market Researcher, Pinterest
- Visha Kudhail, Business Marketing Director, Europe, Pinterest
- Elizabeth Mansfield, Head of Americas + APAC Business Marketing, Pinterest
- Ara Ko, Business Marketing Lead, US, Pinterest
- Yen Conrod Tran, Business Marketing Lead, CA, Pinterest
- Luis Benini, Business Marketing Lead, LATAM, Pinterest
- Britta Hindrichs, Business Marketing Lead, DACH, Pinterest
- Mai Yanagishima, Business Marketing Manager, JP, Pinterest
- Lindsay McGregor, Content & Social Marketing Manager, Pinterest
- Pierre Gayno, Business Marketing Manager, FR, Pinterest
- Ashish Arya, Vertical Strategy & Insights Lead, Pinterest
- Sarika Sangwan, Senior Lead, Global Audience Marketing, Pinterest
- Sehar Mahmood, Creative Strategy Program Manager, Pinterest
- Jacinth Yew, Creator Growth Specialist, Pinterest
- Melissa Chen, Data Comms Analyst, Pinterest
- Alistair Webb, Creative Director, Made Thought
- Isabella Schoepfer, Project Director, Made Thought
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Company
Tangerine
Client
Wavin
Summary
Since 2018, Tangerine has worked with leading plumbing brand, Wavin Hep2O, creating inspiring campaigns that help make plumbers’ lives better.
Following the disruption and challenges posed by COVID-19, Wavin Hep2O wanted to do something that reflected on and celebrated what makes the plumbing industry great. The answer was Pride of Plumbing – a spotlight on the amazing stories of the amazing people that make up the industry and a celebration of all the things that make the plumbing community great.
Following a nationwide hunt for the most inspiring people in the sector and 120 submissions, Tangerine told a series of four stories that brought the commitment, compassion and resilience of these professionals to life for the whole industry to celebrate.
The campaign made use of a cross-channel distribution campaign that generated powerful results for Wavin Hep2O while bringing the plumbing community closer together.
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- Calum Metclafe, Account Director, Tangerine
- Andrew Kaszuba, Art Director, Tangerine
- Sam Swaffield, Senior Creative Lead, Tangerine
- Helen Gradwell, Creative Copy Lead, Tangerine
- Barry Maginn, Associate Director, Tangerine
- Charissa Chadderton, Associate Director, Tangerine
- Paul Mayor, Senior Designer, Tangerine
- Karen Stables, Marketing Manager, Wavin
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Company
Twogether
Client
Sage
Summary
Sage Intacct is a leading force in the US when it comes to cloud-based financial management. It was a different scenario in the UK however, where Sage Intacct launched in 2019. Although the Sage brand was well recognised, finance executives simply hadn’t heard of Sage Intacct, and so it wasn’t featuring in their consideration set.
15 months later, faced with ambitious commercial targets, the Sage UK marketing team realised a brand campaign was required to create the awareness and trust needed, and so accelerate the success of its demand generation activities.
Based on research and customer insight, it became clear that the target financial executive audiences were seeking to transform their role within their businesses. To move from being seen as ‘bean counters’ to becoming ‘value creators’.
This audience need led to a creative platform entitled “Raise your game”.
Designed to instil confidence in the audience and reflect their attitudes as they transform their roles, the campaign positioned Sage Intacct as the first choice against its competitors. It did so through the use of powerful graphical, imagery, and copy devices, which also helped the creative stand out from the ‘wallpaper’ of professional stock imagery.
“Raise your game” was launched through multi-touch media activity that utilised paid media, thru-channel partner marketing, and nurture activities to accelerate performance. Surpassing expectations almost from the day of launch, the campaign added 30% uplift across the entire funnel through its first wave and increased output by almost 50% in its second.
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Entry credits
- Claire Davidson, Strategy & Planning Director, Twogether
- Leanne Fisher, Senior Account Manager, Twogether
- Jamie MacDow, Group Account Director, Twogether
- Uzma Ullah, Account Director, Twogether
- David Ryan, Head of Art, Twogether
- Jack Tyler, Art Director, Twogether
- Louisa Wolfe, Lead Writer, Twogether
- Richard Blagden, 3D Motion Graphics Designer, Twogether
- Arjen Buenk, Head of Video Production, Twogether
- Robby Hewitt, Head of Art Work, Twogether
- Rachel Wynn, Senior Designer, Twogether
- Rebecca Barnett, Senior Marketing Director, Sage
- Laura Hansford, Digital Marketing manager, Sage
- Kate Butler, Senior Campaign Manager, Sage
- Austin Maguire, Creative Director, Sage
- Dan Paylor, Senior Field marketing manager, Sage
- Carmen Grigore, Account Director, Neo
- Alexandra Webber, Head of Marketing, Twogether
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Company
Havas Media Group
Client
Maersk
Summary
Maersk has been on a transformational journey since 2017, repositioning from cargo shipping line to end-to-end logistics integrator. In the last three years, a series of unconventional brand campaigns has helped build momentum assisting the growth of Logistics & Services proposition. Featuring bold creative and imaginative media placements, our campaigns have won multiple accolades and awarded “icon” status in the WARC effectiveness ladder for B2B.
We entered 2021 with favorable market conditions, facing strong demand for ocean shipping which drove rates to a record high. However, the mood in the marketplace was quite different. Extreme pressure on supply chains, soaring costs and covid-19 uncertainty contributed to increasing negativity in the category.
Maersk, wanted to turn the world of logistics upside down, not to be perceived as the department of unforeseen problems but that of opportunities. Our Upside brand campaign deployed emotional storytelling taking audiences on a journey. A modern fairytale told the story of a woman trapped in the everyday horrors of logistics until she gets “turned around” and discovers a new approach to it. The campaign orchestrated paid channels alongside owned and earned amplifying the reach and engagement.
The “Upside” brand campaign created unique moments in media and shifted the conversation from risk to opportunity helping to produce extraordinary results for the company. Perception shift increased by +2%. Thought leadership drove an increase from 6% to 29% category organic SOV whilst helping deliver an incremental $1bn in sales.
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- David Goodall, Managing Director, Havas Business
- Yannis Zachos, Executive Strategy Director, Havas Business
- James Boulton, Managing Partner, Havas Business
- Gina Smith, Account Director, Havas Business
- Georgia Holgate, Account Manager, Havas Business
- Bryan Hogg, Strategy, Havas Business
- Thomas Hoffmann, Creative Director, &Co
- Peter Dinesen, Art Director, &Co
- Claus Collstrup, Art Director, &Co
- Pernille Ryder, Account Director, &Co
- Mathias Birkvad, Strategy Director, &Co
- Lene Meyer, Agency Producer, &Co
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Company
VMLY&R COMMERCE MENA
Client
Twitter
Summary
Twitter is a platform for everyone, and believes all voices should have the opportunity to be heard, engage in discourse and be respected. However, the reality is that across cultures not all voices are equal.
We found that still today, Arabic speaking women were addressed with the wrong pronoun every 17 seconds. And whilst Arabic differentiates how women and men are referred through its grammar, culture has shaped the language to take the masculine form as the default gender.
Twitter as a key communications tool for people, brands and governments, believed it was in a unique position to kickstart a move towards better gender representation in daily conversations. So, it launched the #FeminineArabic movement by introducing a first of its kind language feature allowing women Arabic speakers on Twitter to be addressed as they should be, in the Feminine form. We engaged with brands to help driving societal change more effectively and amplify the movement towards Arabic female equality. And, by consequence, bring brands and Arabic women speakers closer together. Hundreds of brands, from Samsung, to MasterCard and adidas joined the conversation, helping to amplify the movement, increasing the cause’s visibility and relevance. The hashtag and campaign emoji were trending on the platform in countries such as KSA, Egypt and UAE.
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- Nick Walsh, CEO, VMLY&R COMMERCE MENA
- Julian Hernandez, ECD, VMLY&R COMMERCE MENA
- Mauricio Sanaiote, Creative Director, VMLY&R COMMERCE MENA
- Manar Munjed, Arabic Copywriter, VMLY&R COMMERCE MENA
- Saleh Dardir, Art Director, VMLY&R COMMERCE MENA
- Ahmed Samir, Senior Arabic Copywriter, VMLY&R COMMERCE MENA
- Ziad El Kurdi, Senior Copywriter, VMLY&R COMMERCE MENA
- Manuel Borde, Global CCO, VMLY&R COMMERCE MENA
- Cynthia Karan, Senior Arabic Copywriter, VMLY&R COMMERCE MENA
- Elias Bassil, Head of Strategy MENA, VMLY&R COMMERCE MENA
- Adrian Mutescu, Strategy Director, VMLY&R COMMERCE MENA
- Sachin Mendonca, Strategy Director, VMLY&R COMMERCE MENA
- Fabio Medeiros, Strategy Director, VMLY&R COMMERCE MENA
- Moey Shawash, Digital Strategy, VMLY&R COMMERCE MENA
- Karim Al Amin, Motion Graphics, VMLY&R COMMERCE MENA
- Zubair Tahir, Motion Graphics, VMLY&R COMMERCE MENA
- Lucas Pimenta, Motion Graphics, VMLY&R COMMERCE MENA
- Maha El Hawari, Client Commerce Director, VMLY&R COMMERCE MENA
- Nisreen Faris, Account Director, VMLY&R COMMERCE MENA
- Zoe Scraggs, Project Manager, VMLY&R COMMERCE MENA
- Ginny Kemp-Taylor, Head of Creative Operations and Marcomms, VMLY&R COMMERCE MENA
- Prajakta More, Copywriter, VMLY&R COMMERCE MENA
- Mauro Bisso, Senior Art Director, VMLY&R COMMERCE MENA
- Gregory Mardikian, Managing Partner, VMLY&R COMMERCE MENA
- Till Hohmann, ECD, VMLY&R COMMERCE EMEA
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3
B2B Brand Team of the Year
Description
Discuss the structure of the team. Describe the team’s
marketing activities over the past year. Demonstrate results
produced by these activities and how they impacted on the
overall company.
Company
Budweiser Brewing Group’s Trade Marketing team
Client
Budweiser Brewing Group
Summary
2021 was a significant step-change for Budweiser Brewing Group’s Trade Marketing team compared to previous years. A key objective for the team was to win during specific cultural moments to maximise the return of investment and customer engagement.
The Trade Marketing team activated several campaigns tailored to the needs of each customer, including its first-ever co-created campaign with Co-op to promote its sustainability goals around Cop26.
The team also activated unique campaigns with key customers throughout the Euro’s showcasing Budweiser as the official beer of the England men’s team. The campaign saw a 150% increase in displays vs the 2018 World Cup, resulting in Budweiser being the most seen brand in the Off-Trade during the tournament.
The team also launched its first-ever above and below the line On-Trade campaign to promote Stella Tips. With nearly 2,000 pubs and bars signing up, Stella Artois donated £500,000 to hospitality workers up and down the country equating to an average tip of £42.00 per staff. Stella Artois was the most talked-about beer brand when pubs reopened and achieved a 35.3% uplift in ROS.
It is because of the work of the Trade Marketing team that Budweiser Brewing Group is number one for Shopper Marketing in both the On and Off-Trade – a huge achievement for the team!
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Company
Lycored
Summary
Effectively disrupting the health, nutrition and beauty industries with an emotional connection has taken a very creative approach that we believe is unique in the B2B space. While still offering powerful science and product innovations, we grounded our marketing and communications in a wrapper of real human connection, transparency and playful inspiration with activations aimed at adapting to change with overall wellness that we believe cut through the market noise as well as the purely business side of what we do with true caring for the people we work with. We created experiential builds online and offline to drive content to influence trade decision-makers and ultimately accelerate purchases. But while the content was designed to engage B2B audiences, we made sure it would work the same way as we engage with consumers. The result has been our team’s need to double production of Lycopene, our core ingredient and powerfully engaged B2B audiences. With a tone fueled by humility, caring, inspiration, empowerment and wordplay, we’ve kept a devoted readership in our newsletters who have been converting to customers at a strong pace. Our tactics have included such unusual B2B activations as a virtual singalong, an innovative wellness app, writing notes of encouragement to strangers, yoga sessions, sponsoring high-performance athletes and, in the past, video games, breaking a Guinness World Record and handing out flowers to random strangers.
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Company
Twitch EMEA Sales Marketing
Summary
Introducing the Twitch EMEA Sales Marketing (SM) department: a small and nimble team which had just one Director and one Content Lead in 2020, but which has now rapidly grown to a team of seven. The last year was a transformational period for the team going from a standing start to 100 miles per hour to deliver content and events. The team hit its goals of building awareness and consideration through client education, brand fame through events and building mar-comms infrastructure to provide valuable insights and feedback. From the basics such as creating sales collateral to global events with world famous streamers, the team broke industry benchmarks across the board and is using this success to springboard in 2022
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6
B2B Integrated
Description
For a B2B strategy or campaign that has used at least three types of media. You should be able to demonstrate impressive results or engagement. This is your chance to showcase innovation and creativity.
Company
SLG
Client
Brett Landscaping
Summary
The central purpose and proposition of the Brett Landscaping brand is “it’s not about paving, it’s about possibilities”. What drives the brand and what drives it’s people is a sense of pushing what could be achieved with outside spaces; combining product technology, technical expertise and the limitlessness of human imagination. It is people’s imaginations that we have always sought to inspire; to encourage Brett’s audiences to think beyond what they think they should have, but allow them to explore what it is they truly want to achieve with their outside space.
Having worked with Brett since 2019, SLG’s remit has been to build brand awareness among domestic and wholesaler audiences. In taking the relationship forward, SLG was tasked with not only increasing sales opportunities, but doing so in the business’ most profitable product category; porcelain paving. SLG needed to help Brett hit sales targets, pass on expensive stock and do so on a tight budget. SLG more than delivered!
Entry credits
- Darren McLeod, Strategy and Planning Director, SLG
- Tom Vardy, Creative Director, SLG
- Mark Fraser, Senior Copywriter, SLG
- Jacob Brodmann, Senior Art Director, SLG
- Ritesh Maisuria, Art Director, SLG
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Company
Harvard
Client
Workplace from Meta
Summary
Workplace from Meta is collaboration software that connects everyone in an organisation and empowers them to do amazing work. It exists to bring everyone in a company together – from the barista serving coffee to the CEO chairing board meetings – ensuring every voice is heard.
Operating in a competitive enterprise market, Workplace needed to step out of the shadows of its consumer parent brand while quickly raising awareness and establishing credibility with a business audience.
Enter: Deskless not voiceless - Workplace’s platform for giving those without a traditional ‘desk’ a voice. In 2019 we launched an annual integrated campaign that explored the frustrations and lack of communication felt by frontline employees, caused by a disparity of experiences and technology between frontline and HQ. In 2022, we kicked things up a notch with insight-driven thought leadership and emotive video content, telling the story of 7,000 frontline workers and spotlighting life on the frontline at Virgin Atlantic and Royal Ambulance.
Against a backdrop of COVID-19 and The Great Resignation, this campaign championed frontline workers, empowering them to tell their stories, and showcasing how Workplace can help connect them with each other and the wider business.
And the results speak for themselves.
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Entry credits
- Andrew Last, Managing Director, Harvard
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Company
Silver Agency
Client
Finastra
Summary
The accelerated use of AI in financial services has led to algorithmic bias in the sector and discrimination against certain demographics when applying for finance. A big issue, that for the good of humanity, needed to be addressed.
To lead industry-wide change, global fintech solutions company Finastra worked with Silver to develop an impactful multi-channel campaign to start righting this wrong.
The objective was to engage people across financial services globally to first acknowledge a problem exists, and then work together to find a solution.
We needed to inspire multiple audiences to act, so we needed a broad (but purposeful) channel and content strategy.
Taking forward Finastra’s belief of the future of finance being OPEN, we created a movement entitled ‘OPEN by {Default}’.
Following conceptual creative development, a multi-channel strategy across owned, earned, and paid media was executed. This included PR, partner marketing, direct marketing, virtual hackathons, and social media.
The movement began.
The campaign was a global success, attracting over 600 registrations for the hackathons across 50+ countries, including Antarctica, with nearly 80% of the projects led by women.
The campaign picked up four Tier 1 press interviews featuring Finastra Execs, as well as 31 pieces of international coverage.
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Entry credits
- All at Team Silver , ,
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Company
Propaganda
Client
GenM
Summary
If you want change to happen, you don’t ask the audience being mistreated to change. You go to the source of the problem.
Formed by two women who were unwilling to settle for the invisibility of the menopause, GenM initially engaged Propaganda in 2021 looking for support to gain traction behind their organisation. From patronising portrayals to a lack of awareness, products, services and support for the menopause, GenM aimed to improve things for the UK’s 15.5 million menopausal women and those in transition.
Initially billed as the ‘Google’ of the menopause – a one-stop shop for menopausal consumers – Propaganda’s research soon identified a more impactful and sustainable proposition for the GenM.
A key market that had been overlooked by all existing menopause organisations, on Propaganda’s recommendation, GenM switched instead to targeting brands themselves. This created a holistic solution that would generate more significant and enduring social impact than any direct to consumer efforts the organisation could achieve.
Through two integrated campaigns, Propaganda has built up GenM’s brand equity among business audiences, as well as consumers. Alongside a total social media reach of 804,403, PR activity has delivered a total reach of 142.5 million, including titles like Forbes, The Times, Marie Claire, Daily Express, You (Mail on Sunday), Times Radio, and BBC Look North.
Since Propaganda relaunched GenM in October, 55 brands have become GenM Partners, publicly committing to improve the menopause experience – including JP Morgan, Royal Mail, M&S, Next, Co-op and WW.
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Entry credits
- Melanie Beer, Account Director, Propaganda
- Laura Chappill, Planner, Propaganda
- Lucy Callaghan, Social media Director, Propaganda
- Patricia Ramon, Social Media Executive, Propaganda
- Edi Adegbola, PR Account Manager, Propaganda
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Company
Pinterest
Summary
Trend reports that look back are so last year. Pinterest Predicts used their platform’s forward-looking data to give advertisers the insights they need… from the future.
Pinterest Predicts equipped advertisers with a secret weapon they've never had before—a window into the future. With a strong mix of online and offline multi-channel experiences, advertisers were fully immersed into our not-yet-trending report that helped them get ahead of future trends and strategically plan their upcoming marketing efforts.
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Entry video
Entry credits
- Andréa Mallard, CMO, Pinterest
- Celie ONeil-Hart, Creative Director, Content and Writing, Pinterest
- James Hurst, Creative Director, Design, Pinterest
- Talia Parnass, Senior Lead, Business Marketing, Pinterest
- Jenna Landi, Head of Brand Insights, Pinterest
- Micaela Brookman, Senior Lead, Brand Design, Pinterest
- Sue Chen, Senior Lead, Creative Ops, Pinterest
- Leah Gordon, Senior Manager, Ads Writing, Pinterest
- Jim Habig, Head of Business Marketing (fmr), Pinterest
- Alejandro de la Villa, Lead, Brand Writing, Pinterest
- CatherineRose Mountain, Senior Internationalization Program Manager, Pinterest
- Cynthia Zhang, Analyst, Pinterest
- Ella Petlicka, Senior Internationalization Program Manager, Pinterest
- Alexandra Nikolajev, Senior Lead, Creator Content & Partnerships, Pinterest
- Kelsey Bryden, Designer, Pinterest
- Shani Syphrett, Brand Marketing Lead, Consumer, Pinterest
- Brandi Steele, Designer, Pinterest
- August Mcmullin, Designer, Pinterest
- Felicia Baskin, Senior Lead, Content Marketing, Pinterest
- Graham Roth, Product Manager, Growth, Pinterest
- Philip Czapla, Brand Designer, Pinterest
- Carly Wallace, Creative Strategy Program Manager, Pinterest
- Amiyra Perkins, Senior Lead, Creative Strategy, Pinterest
- Ana Todd, Manager, Platforms & Tools, Pinterest
- Jordan DiSanto, Product Designer, Pinterest
- Maya Wong, Brand Writer, Creators, Pinterest
- Ashley Jones, Product Marketing Manager, Pinterest
- Namita Gupta, Creator Marketing Lead, Pinterest
- Michelle Van Houten, Creative Producer, Pinterest
- Swasti Sarna, Data Comms Manager, Pinterest
- Ali Burgis, Creative Producer, Pinterest
- Juliette Chatelain, Communications Manager, Pinterest
- Eric Wahlgren, Content Programs Director, Pinterest
- Laura Amschel, Creative Producer, Pinterest
- Maria Breaux, Writer, Pinterest
- Sydney Stanback, Advertiser Researcher, Pinterest
- Amelia Zak, Content Marketing Associate, Pinterest
- Mary-Claire Rotticci, Marketing Counsel, Pinterest
- Megan DAlessio, Inclusion & Diversity Business Partner, Pinterest
- Lissa Healy, Inclusion & Diversity Business Partner, Pinterest
- Cristina Francisco-McGuire, Diversity Business Partner, Pinterest
- Amy Dziewiontkoski, Sales Manager, Pinterest
- Anisha Vasandani, Technical Program Manager, Pinterest
- Joey Weber, Content Editor, Pinterest
- Marta Matias, Brand Writer, Pinterest
- Jenny Kindness, Product Marketing Manager, Pinterest
- Kayte Korwitts, Content Manager, Pinterest
- Elizabeth Luke, Senior Communications Manager, Ads, Pinterest
- Cierra Yetts, Brand Communications Manager, Pinterest
- Kimmie Glass, Comms Manager, Pinterest
- Arianna Thomas, Communications Manager, Consumer, Pinterest
- Ashley Mossman, Communications Manager, Pinterest
- Rachel Murphy, Writer, Pinterest
- Kevin Darouian, Designer, Pinterest
- Jaime Pham, Creative Strategist, Pinterest
- Stephanie Halovanic, Writer, Pinterest
- Nune Mesropyan, Email Marketing Manager, Pinterest
- Whitney Paul, Market Researcher, Pinterest
- Visha Kudhail, Business Marketing Director, Europe, Pinterest
- Elizabeth Mansfield, Head of Americas + APAC Business Marketing, Pinterest
- Ara Ko, Business Marketing Lead, US, Pinterest
- Yen Conrod Tran, Business Marketing Lead, CA, Pinterest
- Luis Benini, Business Marketing Lead, LATAM, Pinterest
- Britta Hindrichs, Business Marketing lead, DACH, Pinterest
- Mai Yanagishima, Business Marketing Manager, JP, Pinterest
- Lyndsay McGregor, Content & Social Marketing Manager, Pinterest
- Pierre Gayno, Business Marketing Manager, FR, Pinterest
- Ashish Arya, Vertical Strategy & Insights Lead, Pinterest
- Sarika Sangwan, Senior Lead, Global Audience Marketing, Pinterest
- Sehar Mahmood, Creative Strategy Program Manager, Pinterest
- Melissa Chen, Data Comms Analyst, Pinterest
- Jacinth Yew, Creator Growth Specialist, Pinterest
- Isabella Schoepfer, Project Director, Made Thought
- Alistair Webb, Creative Director, Made Thought
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Company
Vodafone Business
Summary
In March 2020, the UK went into lock down in an attempt to contain the spread of Coronavirus. Overnight UK SMEs were unable to do business as usual, or even business at all. Their survival was crucial to the recovery of the UK economy, they needed to adapt quickly to survive – to digitally transform their businesses.
At Vodafone Business, we had the solutions and technology SMEs needed to thrive, but we had a perception problem – they considered us as a distant corporate rather than a credible technology partner. We needed a new communication’s platform; one that encapsulated our role and involvement in the lives of SMEs.
This saw us launch our SME Champion campaign, taking bold steps to execute differently, releasing a Netflix-style event series, followed by a multi-channel campaign including a WIRED partnership featuring our very own SME customers. What followed was beyond what we’d even expected – contributing to an increase of non-user consideration by 11 points, smashing our three-month traffic target by 57% and surpassing our online training sign-up target by over 13,000 people!
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205317836 Vodafone SME KV Antiques.pdf
Entry video
Entry credits
- Emilia Newbold, Marketing Manager - Brand Campaigns, Vodafone Business
- Daniel Underwood, Senior Manager - Vodafone Business UK Marketing and Communications, Vodafone Business
- Sara Hadfield, Brand & Marketing Lead, Vodafone Business
- Michael Nelson, Senior Brand Strategy Manager, Vodafone Business
- Jake Goodyear, Account Director, Ogilvy
- Ryan Rabinowitz, Business Director, Ogilvy
- Charlie Lynch, Strategist, Ogilvy
- Nik Mysers, Strategy Partner, Ogilvy
- Ed Buckingham, Designer, Ogilvy
- Ronnie Wishart, Creative, Ogilvy
- Adam Claridge, Creative, Ogilvy
- Adam Ronan, Creative, Ogilvy
- Clare Russell, Creative Director, Ogilvy
- Nik Wittenberg, Executive Creative Director, Ogilvy
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0
B2C Brand Team of the Year
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on individual entries but if you would like to know more about the judging process to help explain this, then please get in touch.
8
B2C Integrated
Description
For a B2C strategy or campaign that has used at least three types of media. You should be able to demonstrate impressive results or engagement. This is your chance to showcase innovation and creativity.
Company
PHD UK
Client
Diageo
Summary
.
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Entry video
Entry credits
- Chris Langley , Client Partner, PHD UK
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Company
COPA90
Client
Sports Direct
Summary
Capitalising on the energy and positivity of EURO 2020, Sports Direct’s ‘Just A Game!?’ campaign elevated the brand, changed perception and landed the store as the go-to football destination for young players and fans across the country.
A truly 360° campaign debuting on TV, igniting across social media and resulting in a mass participation event that enabled hundreds of thousands of children to play the game, the campaign was a rousing celebration of why football is more than ‘Just A Game!?’
The campaign was spearheaded by cult icon Eric Cantona, who played St Luigi Scrosoppi, the Patron Saint of Football, who led the rally cry for football evangelists everywhere and with the help of the biggest stars of the tournament seeked to convert non-believers.
Anchored in football insight, the campaign drove reappraisal of the brand showing that Sports Direct truly understand football, driving its credibility in the game.
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Company
Madwell
Client
Visible
Summary
The all-digital wireless brand Visible, owned by Verizon, offers wireless savings to people the category often overlooks–singles. With Visible, individuals get a single line for as low as $25 a month with unlimited on Verizon's network. No family plan…or family drama needed. Which is a pretty big deal during a holiday season rife with drama.
So, to promote the wireless service that offers family-plan savings without the family, Visible launched an integrated campaign celebrating the relief of escaping the clutches of the family plan drama.
The campaign kicked off with a video spoofing the stereotypical holiday commercials that portray families as perfectly Rockwellian. The spot’s hero calmly walks through a chaotic family scene bolstered by the knowledge that she no longer has to put up with this drama just to save on wireless.
Next, we gave New Yorkers a chance to let off some family-induced Yuletide steam in “Visible Presents: Shatter the Family Drama,” a holiday-themed smash room. Smashable props included stockings embroidered with annoying familial tropes like, "Why can't you be more like your brother?"
For those not in New York, “Visible’s Holiday Hotline on Twitter” featured TV personalities and celebrity influencers helping people solve their holiday family drama in real time. Audiences submitted their holiday drama using #NoVisibleDrama and received personalized advice back.
During a season filled with family drama, Visible offered a reprieve from it and finally gave everyone what they really want–a way to save on wireless solo.
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Entry credits
- Chris Sojka, Executive Creative Director, Madwell
- Jeff Gillette, Executive Creative Creative Director, Madwell
- Pedro Saldarriaga, Creative Director, Madwell
- Mel Simonich, Creative Director, Madwell
- Courtney Schopfer, Creative Director (Design), Madwell
- Brett Dixon, Freelance Writer, Madwell
- Matt Fry, Associate Creative Director, Madwell
- Alex Rhubart, Associate Creative Director, Madwell
- CJ Thomas, Associate Creative Director, Madwell
- Julia Compton, Associate Creative Director, Madwell
- Libby Dean, Associate Creative Director, Madwell
- Jen Beck, Associate Creative Director, Madwell
- Charity Lombardo, Senior Copywriter, Madwell
- Kelley Bode, Senior Copywriter, Madwell
- BriElle Munizzi, Senior Designer, Madwell
- Erin Anderson, Designer, Madwell
- Brianna Bradley, Designer, Madwell
- Charlotte Ableman, Designer, Madwell
- Eric Holton, Designer, Madwell
- Laura De La Cruz, Designer, Madwell
- Andy Diaz, Freelance Designer, Madwell
- Tara Holmes, Copywriter, Madwell
- Kelsey Nguyen, Copywriter, Madwell
- Apoorva Prabhakar, Copywriter, Madwell
- Kaela Shelby, Associate Copywriter, Madwell
- Sara Kuzmenka, Associate Designer, Madwell
- Natalie Ross, Group Account Director, Madwell
- Charlie Smith, Account Director, Madwell
- Bill Blatchley, Account Director, Madwell
- Sydney Sadler, Account Director, Madwell
- Sarah Korner, Account Executive, Madwell
- Brigid McEntee, Group Production Director, Madwell
- Julia Goldsmith, Associate Director of Production, Madwell
- Jess Abood, Senior Creative Producer, Madwell
- Trevor Chauvin, Senior Creative Producer, Madwell
- Kristion Matas, Associate Creative Producer, Madwell
- Jessi Dana, Freelance Executive Producer, Madwell
- Darren Allison, Senior Comms Strategist, Madwell
- Madison Allen, Social Strategist, Madwell
- Michelle Douglas, Community Manager, Madwell
- Ian Rubini, Community Manager, Madwell
- Alex Strycula, Director of Media Operations, Madwell
- Victoria Richter, Performance Media Manager, Madwell
- Lyly Mitchell, Associate Media Planner, Madwell
- Brian Billow, Director, O Positive
- Grayson Bithell, Line Producer, O Positive
- Jay Nelson, Editor, Cut and Run
- Jared Thomas, Senior Producer, Cut and Run
- Alex Hawley, Sound Engineer, Coupe
- Aaron Lasko, Executive Producer, Coupe
- Eric Singer, Executive Producer, Coupe
- Liam Fracht-Monroe, Client Service & Business Operations, Smorgasbord
- Amanda Daniels, Project Manager, Smorgasbord
- Ken Trabert, Creative Direction & Strategy, Smorgasbord
- Lee Robinson, Production & Fabrication, Smorgasbord
- Tommy Walters, Lead Producer/Co-Owner, Zipline
- Matt Cerisano, Technical Director/Co-Owner, Zipline
- Victoria Calvert, President & CEO, Anchor
- Angela Bobo, Senior Manager, Brand Strategy, Anchor
- Lulu Burns, Head of Partnerships, Anchor
- Maggie McMorrow, Marketing Associate, Anchor
- Veronica McAuliffe, Marketing Associate, Anchor
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Company
POLITICO Europe
Summary
POLITICO's Playbook Paris morning political newsletter launched in February 2021 and shook the Paris political news scene. To achieve a highly impactful go-to-market strategy, for current and future political decision-makers and influencers to adopt Playbook into their morning routine, we decided to latch onto an existing habit of our readers in Paris: breakfast. This led to the creation of the political breakfast campaign. A POLITICO-branded cereal bar distributed in the centers of power in Paris, with a simultaneous web campaign targeting readers at their desks once they’ve grabbed the bar.
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Entry credits
- Freddie Martyn, Marketing Director, POLITICO Europe
- Natasha Bernard, Chief of Staff, POLITICO Europe
- Simon Rampaer, Digital Campaign Manager, POLITICO Europe
- Blanca Renedo, Graphic Designer, POLITICO Europe
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Company
PHD Global
Client
The North Face EMEA
Summary
This campaign launched The North Face’s new trail running shoe, the Vectiv, designed to propel those that wear them further with each and every stride, in Europe in Spring 2021. Knowing that our running target audience was more active than ever during the pandemic, as well as over-indexing on technology and gadgets, led our approach.
We developed a bespoke partnership with Strava (a mobile exercise app), including branded running challenges. Top route times were dynamically inserted into the DOOH creative, but more uniquely, we used Strava running data to choose DOOH, poster, and murals location placements to ensure our ads were seen by runners, not just walkers and drivers. The Strava partnership was supported by endemic print partnerships, extensive paid social campaigns across multiple platforms, and premium programmatic placements.
Our alternative approach made the ‘medium the message’ and got over half a million people running further, together, for more than 35 million miles, across 5+ countries. Critically, we drove immediate brand and business growth following our activation, including an unaided brand awareness lift of 4.1 pts, and significant increases in running shoe sales and share of market in running shoes for The North Face.
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Entry credits
- Finn Roantree, Media Manager, VF Corp - TNF EMEA
- Christian Dam, Business Director, PHD Global Business
- Casey Fitzsimmons, Global Business Lead, PHD Global Business
- Amanda Calder-Mclaren, Senior Brand Director, VF Corp - TNF EMEA
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Company
Material
Client
Tennent's Lager
Summary
When Scotland’s Men’s National Team qualified for EURO 2020 - its first major tournament in a generation - a nation erupted in a wave of unbridled joy, celebration - and relief!
Tennent’s Lager knew exactly what it meant. As the original supporter of Scottish football, the brand had been at the heart of football rituals for decades and it was ready to lead the nation’s support once more as Official Beer of the Scotland National Team.
The occasion – which followed arguably Tennent’s toughest year of trading ever – also offered the opportunity to grow off-trade volume within the highly competitive beer category, with home drinking still a priority as Covid-19 restrictions continued to impact the hospitality trade.
Made For This achieved brand health score uplifts, capitalised on a big at-home drinking occasion amidst the on-going challenges of a pandemic and captured the hearts of a football-daft nation with an authentic blend of emotive, yet classically humorous content -doing things only Tennent’s could.
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Entry credits
- Alasdair Wallace, Managing Director, Material
- Elaine Forbes, Project Manager, Material
- Paul McCluskey, Senior Graphic Designer, Material
- Cameron Matthews, Senior Brand Manager, Tennents
- Stuart McKenzie, Head of Communications, Tennents
- Kat MacBride, Senior Digital Marketing Manager, Tennents
- Nadine Walker, Senior Content & Communications Manager, Tennents
- Ian Greenhill, Founder & CEO, Studio Something
- Simon Crunden, Managing Director, Republic of Media
- David Roberts, Head of Business, Multiply
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Company
The Kite Factory
Client
White Claw
Summary
Summer 2021 saw the boom of a relatively new UK drinks category – Hard Seltzers. As the biggest and most established hard seltzer brand in the US, in 2021, White Claw aspired to enjoy similar success in the UK.
White Claw needed to drive awareness of the product AND the category, with over 200 hard seltzer entrants. Differentiation was paramount and our objective was to infiltrate audience lifestyle, increasing awareness, converting into sales and driving value share.
Refreshing and low-calorie, White Claw is the perfect summer drink. Claiming ownership of summer socialising, ‘Wave of Summer’ was the brand’s first global marketing campaign: enabling a group of creators across the globe, its own consumers, to capture unscripted, in-the-moment occasions that were used for all campaign formats. In doing so, White Claw demonstrated how it perfectly integrates into consumers’ existing lifestyles, amplifying moments of pure uncomplicated fun.
White Claw created a multi-channel, multi-platform integrated marketing campaign, to support their ‘Wave of Summer’ campaign in the UK which made White Claw the UK’s #1 seltzer in just 12 weeks.
Innovative ambient OOH formats strategically placed in key neighbourhoods across the UK where our audience profile lived and socialised.
A vast social campaign bringing to life the essence of White Claw, relevant to the tone of creative assets, as well as presence at music events.
An authentic advocacy programme with neighbourhood influencers and a creative PR campaign.
By the end of summer, White Claw had 48% value share which continues to grow.
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Entry credits
- Anthony Abou-Zeid, Head of Business, The Kite Factory
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Company
The Wall Street Journal
Summary
While WSJ had a record-breaking year, growing 15% YOY, there is still an addressable market of 90m decision-makers in the US with an interest in news to reach. To better understand the decisions this audience faced, WSJ conducted a research study to understand how the pandemic affected decision-making. It revealed that financial and health-related decisions are being made less often, and trigger more uncertainty. Given The WSJ’s reputation as America’s most trusted newspaper, this pointed to an opportunity to reinforce our position as the source of truth for decision-makers. This became the launchpad for Trust Your Decisions.
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Entry credits
- Sharon Ribner , SVP Marketing, The Wall Street Journal
- Cassaundra Fincke , Marketing Director, Integrated Marketing & Media, The Wall Street Journal
- Katie Fabry, Marketing Director, The Wall Street Journal
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9
Best Brand Experience or Event
Description
Effectiveness is key and the judges will be interested in elements such as number of people attending, increase in perception, change in customer attitudes, commercial successes, transcendence to the digital space and any other evidence that can support the entry.
Company
Ally & MKTG
Client
Ally
Summary
A sponsorship success story for the Carolinas: Ally and Charlotte FC came together to create one of the most innovative, high-profile and buzzworthy kit reveal events in Major League Soccer history.
This multi-week 360° activation campaign featured dynamic experiential, out-of-home, social and guerilla marketing tactics that resulted in unprecedented brand growth, impact and exposure throughout Ally's hometown market. As our tagline says, this is how you "do it right" when it comes to leveraging the power of brand experiences and live events.
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Entry credits
- Stephanie Marciano, Head of Sports & Entertainment Sponsorships, Ally
- Matt Sych, Sr. Director, MKTG
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Company
We Are Collider
Client
Riot Games
Summary
Riot Games were launching an animated series Arcane on Netflix, based on popular PC game League of Legends. We were asked to conceive and produce a massive cultural moment through a global experiential campaign that represented a love letter to the fans, driving buzz and viewership.
We went deep to understand the community, developed a narrative that was authentic to the series and created a global movement that the community could engage with.
Kicking off with a takeover of the world’s tallest building (Burj Khalifa, Dubai), we produced a 3-minute film as a campaign teaser. Footage was posted on the League of Legends YouTube channel.
A series of experiences were curated in retail spaces in six cities (Paris, London, Madrid, Istanbul, Singapore and Los Angeles) – ‘Hextech Expo’ stores teased gamers with the prospect of a showcase to demonstrate in-game technology using AR and interactive windows. Prior to opening, stores were ‘destroyed’ and Hex technology stolen by the series’ main protagonist Jinx using destruction methods that aligned with the series story arc and episode drops. Stills and video content was amplified on social channels for fans to find clues to identify the culprit, next attack and episode content.
Toolkits were produced to support local market activations, social, OOH, print and video. Social content achieved 144.3 million fan engagements and Arcane was viewed 34 million times in the first 6 days, reaching No. 1 on the Netflix charts in 52 countries.
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Entry credits
- Natasha Blevins, Creative Director, We Are Collider
- Ian Coles, Design Director, We Are Collider
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Company
Tin Man
Client
Virgin Media
Summary
Two sold out venues, two world famous DJs, one back-to-back set played across 400 miles, celebrities, media and influencers dancing the night away and thousands connected through superfast broadband and a shared love of music... welcome to Virgin Media’s Club Rewind.
A unique, tech-powered experience designed to bring Virgin Media’s brand purpose of ‘facilitating human connections’ to life. Harnessing its super-fast Gig1 broadband and the nostalgia of noughties Ibiza, we brought music lovers together from all over the UK at the world’s first inter-connected club night.
The campaign delivered over 170 media articles, 5 million content impressions and increased likelihood of recommendation by 36%.
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Company
Known
Client
Inspiration4
Summary
In November 2020, Shift4, an integrated payments and commerce company, approached our agency with an important mission. Their CEO, Jared Isaacman, had secured four seats on board SpaceX’s Dragon spacecraft, which took flight in September 2021. Named Inspiration4, the mission would be the first all-civilian flight into orbit. Parallel to this commercial mission, Inspiration4 partnered with St.Jude Children’s Research Hospital to raise $200MM to help end childhood cancer. By pairing Inspiration4 with St. Jude in an unprecedented fundraising effort, we sent a message that this campaign had a clear purpose: If we can send people into space, we can solve some of earth’s most persistent problems. Using a nontraditional, all-in approach, Inspiration4 successfully brought the possibility of civilian space flight into the public consciousness by marrying storytelling, traditional advertising, and PR with a worthy philanthropic cause. It was a visionary message for all to reimagine what is possible, regardless of their background and because of their stories.
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Entry credits
- Mark Feldstein, President, Studio, Known
- Brad Roth, President, Studio, Known
- Ross Martin, President, Known
- Jody Friedericks, SVP, Brand Creative, Known
- Ben Whitla, VP, Client Experience, Known
- Matt LeBoeuf, VP, Consumer Brands, Known
- Jared Christensen, SVP, Live Action Production, Known
- Mike Dobbs, Director, Consumer Brands, Known
- Ken Slater, Creative Director / Art Director, Known
- Rich Ford, Creative Director / Copywriter, Known
- Brooke Hovey, Chief Growth Officer, BCW Global
- Callie Jernigan, Executive Vice President, Market Leader, Texas, BCW Global
- Brian Bianco, Senior Vice President, BCW Global
- Nate Hirshberg, VP, Marketing, Shift4
- Sarah Grover, CMO , Inspiration4
- Emily Shanklin Sr, Director, Marketing & Communications, SpaceX
- James Gleeson, Director, Communications, SpaceX
- Kelly Quinn, Sr. Digital Communications Manager, SpaceX
- Kara Joe, Executive Assistant for Marketing and Customer Operations, SpaceX
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Company
BRC Imagination Arts
Client
Diageo
Summary
Set within a landmark transformed, offering eight floors filled with breath-taking bars, event spaces, and views across the capital and castle, Johnnie Walker Princes Street already had the perfect ingredients to stand alone as of Scotland’s finest attractions. But add into the mix a laser focus on creating story-rich, transformative guest experiences, and you have a destination unlike any other in Scotland.
There are experiences that are visual, immersive, and involve storytelling, and there is the rare opportunity to taste whisky directly from the barrels in a live maturation warehouse or examine historical documents from 1820 at the side of the Johnnie Walker archivist. The main experience, the Johnnie Walker Journey of Flavour tour, is brought to life by exceptional guides, using technology and performance arts. What’s more, every guest on that tour is served whisky drinks tailored for their personal tastes, thanks to Diageo’s innovative FlavorPrint™ technology.
The Covid-19 pandemic posed considerable challenges but in the face of them, Johnnie Walker’s Striding Man marched on. After marking 2020 as the brand’s bicentennial, the flagship Johnnie Walker Princes Street welcomed consumers to come walk with it in Summer 2021. It not only stands as one of the best new attractions in a city renowned for its hospitality and visitor experiences, but also sets a new standard in how guests are welcomed and completely immersed in a world of flavour, storytelling, and excitement.
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Entry credits
- Christian Lachel, Chief Creative Officer, BRC Imagination Arts
- Donna Davidson, Executive Project Director, BRC Imagination Arts
- Carmel Lewis, Executive Producer, BRC Imagination Arts
- Jeremy Lindley, Global Design Director, Diageo
- Anya Haarhoff, Global Luxury and Retail Director, Diageo
- Cristina Diezhandino, Chief Marketing Officer, Diageo
- Greg Klingaman, Global Retail Director, Diageo
- Ewan Andrew, President Supply & Procurement and Chief Sustainability Officer, Diageo
- John Williams, Global Head of Scotch Brands, Diageo
- Tatiana Makhankova, Head of Retail Design and Expansion, Diageo
- Barbara Smith, Managing Director, Scotland Brand Homes, Diageo
- Jim Beveridge, Johnnie Walker Master Blender, Diageo
- Emma Walker, Johnnie Walker Master Blender & Lead Technical Specialist, Diageo
- Christine McCafferty, Archive Manager, Diageo
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Company
Creative Riff
Client
FX
Summary
To market FX originals and generate awareness about FX’s library of content now streaming on Hulu, Creative Riff and FX created the multi-city campaign SOUND FX to bring viewers into FX content and experience it in a way they never had before: through sound.
SOUND FX deconstructed FX content into sound (sound design, soundtracks, foley sound effects), then reconstructed the sounds into bespoke composed soundscapes experienced within immersive and interactive sculptural art. The experience highlighted and celebrated sound – the often overlooked but incredibly impactful sense that drives viewers’ emotions while watching television.
Working with some of the best immersive and interactive artists in the country, SOUND FX brought three genres of FX content to life via three different sound sculptures: "Self Reflections" by SOFTlab representing Drama in Hudson Yards Public Square & Gardens, NYC, the world's first six sided comedy harp "Tempo" by Emilie Baltz representing Comedy in Congress Plaza Garden - South, Chicago, and "To The Flame" by Vita Motus representing Horror in Grand Park, Los Angeles.
Custom engineering created touch and motion responsive interactive sound triggers in Chicago and Los Angeles, and all markets featured composed soundscapes made from FX show soundtracks and the FX sound catalog. SOUND FX also allowed guests to dive deeper into the brand with an FX Identity Quiz on site for attendees to discover what kind of FX viewer they are, complete with personalized FX show recommendations available on Hulu and a curated Spotify playlist.
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Entry credits
- Ryan Coan, CEO, Creative Riff
- Michele Di Paolo, COO, Creative Riff
- Lauren Christianson, Creative Director, Creative Riff
- Ina Kanaoki, Design Lead, Creative Riff
- Alexa Criscuolo, Executive Producer, Creative Riff
- Michael Junne, Account Director, Creative Riff
- Mike Diocson, VP, Production, Creative Riff
- Trayce Padilla, Producer, Creative Riff
- Stephanie Gibbons, President of Marketing, Digital Media Marketing, and On-Air Promotions, FX
- Sally Daws, Executive Vice President, Marketing & Digital Media, FX
- Kenya Hardaway, Senior Vice President, Integrated Promotions, FX
- Sara Mald, Vice President, Integrated Promotions, FX
- Michelle Perin, Director, Integrated Promotions, FX
- Amber Jex, Senior Manager, Integrated Promotions, FX
- Janet Tennyson, Manager, Integrated Promotions, FX
- Alvaro Morales, Marketing Coordinator, FX
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Company
Tin Man
Client
Virgin Media
Summary
Q: What do you get if you cross Virgin Media’s brand purpose of ‘facilitating human connections’ with hologram technology and pizza during a pandemic?
A: The Two Hearts Pizzeria of course. A dining experience connecting loved ones who hadn’t seen each other for months, to share a virtual pizza whilst sitting at opposite ends of the country. Delivered through hologram technology and powered by Virgin Media’s superfast broadband.
75 pieces of coverage and 1.2million views of the branded content later - 48% who had seen the campaign content said they’d recommend Virgin Media and 24% of non-customers said they’d switch. That’s a superfast result in our opinion.
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Company
Taylor Herring
Client
UKTV
Summary
Brits enjoy wistfully contemplating the good old days. In fact, more would prefer to travel back in time rather than to the future (55% versus 28%) if given the chance, according to a 2019 YouGov poll. This explains why British TV audiences still take huge delight in vintage comedy programmes, with one golden oldie trumping all others: Only Fools and Horses. For the 40th anniversary of this beloved sitcom - heralded as ‘the greatest British comedy of all time’ - we partnered with comedy channel Gold to transport audiences back to the era of Del Boy and Rodney Trotter by lovingly recreating the show’s iconic fictional pub, the Nags Head. The nostalgic, below-the-line activation would allow fans to step into an exact replica of the historic sitcom set where they could participate in an Only Fools and Horses pub quiz, meet former cast members and enjoy pints at 1980s prices (83p per pint!).
The results were nothing short of historic: securing over 140 media articles, including an incredible 13 nationals. Moreover, the campaign had a tangible impact on the bottom line – in a business where marginal gains are everything, the re-run series on Gold saw a whopping +7% MoM increase in viewership, with the show peaking on 7th September, following the opening of the Nags Head pub.
Our campaign captured the hearts of fans who were able to raise a glass and feel like a part of British cultural history. It was ‘lovely jubbly’, as Del Boy would say!
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Entry credits
- Peter Mounstevens , CCO , Taylor Herring
- Claire Howes, Associate Director , Taylor Herring
- Francesca Holden , Senior Account Manager, Taylor Herring
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Company
Agit8 / The Park
Client
ASICS
Summary
Welcome to Upliftford – the town that moved to lift its mood. In a unique experiment, ASICS, proved that movement could lift the mood of an entire town.
And where better than the town shown by research to have the worst mood nationwide
We turned the sleepy town of Retford into ‘Upliftford’, transforming it into a movement-inspiring gym and measuring the impact on residents’ moods. We turned lampposts into goal posts, benches into bench-presses and bus stops into bus steps to inspire the town to move, resulting in a positive lift for the mood of the town and the ASICS brand.
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Entry credits
- Gerry Human, , Agit8
- Gary Raucher, , ASICS
- Caroline Fisher, , ASICS
- Medhi Benmamar, , ASICS
- Lindsay Mandeville, , ASICS
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7
Best Response to Change
Description
This category will recognise and reward creative and innovative thinking/swift action, where a business can demonstrate a change in model/product to enhance experiences or in response to an external factor.
Company
The&Partnership
Client
Mars
Summary
In the summer of 2020, a variety of historic racial injustices were thrown to the fore, prompting Mars Food to evolve the long-established Ben’s brand – from Uncle Ben’s to Ben’s Original.
But doing so risked destabilising a brand with long-standing equity and negatively impacting sales. So we needed to define a new brand platform that could unite all points of view.
Our solution, ‘Everyone’s Original’, was borne from the insight that ‘we are all individuals’, and if we can’t accept people’s individuality we can’t truly invite everyone to the table.
The launch campaign ‘We’re all original recipes’ elevated this idea by dramatizing the sense that everyone has a unique story to tell & original recipe to share. The campaign tells the story of six real families, all from a variety of backgrounds, and celebrates the unique ingredients that make them who they truly are - their own original recipes.
This re-launch was incredibly successful, seeing a 229% increase in purchase intent, a 42% increase in brand awareness, a 20% increase in household penetration (US) and a 10% increase in market share (US). Its performance far exceeded our expectations.
By actively listening & learning from real people, and thoughtfully responding to the cultural conversation surrounding racial injustice, this inclusive brand re-launch shows the importance of reflection before immediate action and the impact that can be had when brands take a more empathic approach in responding to societal changes.
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Entry credits
- Rafael Narvaez, Global CMO, Mars
- Anja Spielmann, Global Brand Content Director, Mars
- Caroline Sherman, Global Sr. Director Corporate Affairs, Mars
- Katie Kaylor, Global Portfolio CMI, Mars
- David Gadd, Global Design Director, Mars
- Alex Dobson, Strategy Director, The&Partnership
- Oliver Egan, Planning Partner, The&Partnership
- Paul Porter, Senior Planner, The&Partnership
- Andre Moreira, Executive Creative Director & Partner, The&Partnership
- Fabio Abram, Creative Director, The&Partnership
- Braulio Kuwabara, Senior Creative, The&Partnership
- Malena Porcaro, Creative, The&Partnership
- Matias Ruiz, Creative, The&Partnership
- Charlie Milton, Creative, The&Partnership
- Hannah Slater, Head of Client Services, The&Partnership
- Gemma Corridan, Business Director, The&Partnership
- Natalina Robarts, Account Manager, The&Partnership
- Alec Woolford, Account Manager, The&Partnership
- Thea Evely, Head of Integrated Production, The&Partnership
- Holly Simmons, Senior Producer, The&Partnership
- Lilli Burridge Payne, Assistant Producer, The&Partnership
- Danny Bush, Head of Creative Operations, The&Partnership
- Zaneta Stepien, Project Manager, The&Partnership
- Peace Ogbuani, Work Experience, The&Partnership
- Simon Hadassi, Head of Design, The&Partnership
- Mara Vojnovic, Graphic Designer, The&Partnership
- Corin Taylor, Producer, Blink
- Bob Harlow, Director, Blink
- Alice Hopgood, Production Manager, Blink
- Joel Honeywell, DOP, Blink
- Dave Davies, Editor, Trim
- Ella Sedgwick, Producer, Trim
- Ella Glazer, Producer, Untold//ETC
- Luke Morrison, Grade Op, Untold//ETC
- Marina Guy, Producer, Major Tom
- Tessa Harris, Producer, Major Tom
- Jack Chown, Composer, Major Tom
- Prakash Nathan, BTS, BTS
- Molly Butcher, Producer, Grand Central
- Tom Pugh, Sound Engineer, Grand Central
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Company
Scottish Canals, Corporate Affairs Team
Client
Scottish Canals
Summary
During COVID-19, Scottish Canals had to drastically adapt a large-scale planned public event funded by the Scottish Government’s Year of Coasts and Waters 2020/21 themed year to ensure it was safe and added value to Falkirk’s hard-hit tourism economy.
Originally planned as Canal Carnival, a two-day celebration of Scotland’s canals at The Falkirk Wheel and The Kelpies, with a showcase spectacle each day that would attract over 10,000 spectators, the event had to be imaginatively reformed.
Re-named Canal Encounters, it became a free, month-long activity trail hosted along four miles of towpath from the iconic Kelpies to the world’s only rotating boat lift. Scottish Canals and partners brought together virtual reality and real-life to celebrate the heritage, environment, and communities of the waterway through a varied programme of family-friendly digital and in-person activities, workshops, and walks.
The new-look event included the creation of a digital activity trail where audiences could explore the canal using interactive games, audio guides and AR animals. Engaging artworks and interpretation boards were also situated along the canal for additional interaction and accessibility. Utilising the free Falkirk Explored App, Scottish Canals presented an opportunity for the local community of Falkirk, young families, and customers to embrace outdoor activities across the waterways during the height of the pandemic in a safe and COVID-19 compliant way.
The event was delivered in partnership with Falkirk Community Trust and Great Place Falkirk, with funding from the National Lottery Heritage Fund and Event Scotland.
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Entry credits
- Josie Saunders, Head of Corporate Affairs, Scottish Canals
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Company
DELVE
Client
UNICEF
Summary
Early in 2022, DELVE was closely monitoring the situation in Ukraine for our longtime client UNICEF USA, leveraging Google Trends around the crisis for consumer search interest and donation intent. When hostilities commenced on February 24, DELVE was ready—ramping up SEM and programmatic efforts within five hours to help UNICEF raise funds for those directly impacted by the conflict. The crisis hits close to home for DELVE: Many of our colleagues are located across Ukraine, Belarus and Poland—motivating our team to work tirelessly to launch this critical fundraising campaign.
“DELVE’s work on UNICEF’s Ukraine campaign is a testament to their expertise in programmatic, and their empathy as people,” said Daison Wingard, Director of Digital Revenue & Marketing for UNICEF USA. “Their team worked tirelessly to prepare this critically important campaign, took it live within five hours of the conflict, and helped us drive nearly $2 million in donations in just five days to support displaced children and families.”
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Entry credits
- Curtis Johnson, Head of SEM & Paid Social, DELVE
- Andrew Parhomchuk, SEM Marketing Manager, DELVE
- Emily Lesinski, Head of Consulting & Analysis, DELVE
- Betsy Sellars, Head of Media, DELVE
- Karlin McGinness, Head of Media Planning, DELVE
- Dave Willis, Creative Director, DELVE
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Company
Unilever, Mindshare, InMobi
Client
Unilever, Mindshare
Summary
Lifebuoy took on the goal to fight Coronavirus by arming Indonesians in the fight against COVID with the power of real-time data. To achieve this, Lifebuoy leveraged real-time consumer insights to conduct weekly surveys across the six key regions identified in Indonesia. Five key indicators were measured: awareness of preventive measures, individual efforts to disengage from social gatherings, frequency of handwashing, availability of sanitizer, and store accessibility.
Lifebuoy received 62,000 responses from Indonesians in just eight weeks. Lifebuoy then identified four audience segments to reach decision-makers across homes - young mothers, older mothers, single millennial women, and single millennial men. Based on several factors that determined the local reality, including the region, COVID preparedness score, the number of Covid cases, and the target group they were reaching, Lifebuoy created 72 unique video ads as part of this mobile-first programmatic campaign.
In order to reflect the on-ground reality of each Indonesian, every ad was customized based on a variety of dynamic elements: the province each user lived in, the number of cases in the area, the daily habits of residents in the area, as well as the persona of the end-user. When users clicked on the video, they were redirected to a webpage where users could purchase a whole range of Lifebuoy products which could help them keep safe during challenging times.
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Entry credits
- Cadika Rachmawan, Sales Lead, InMobi
- Sawitri Sadjimo, Sales Manager, InMobi
- Stefany Atmadja, Interactive Art Director, InMobi
- Vindy Sofina, Senior Interactive Designer, InMobi
- Aishwarya Singh, Account Manager, InMobi
- Nitin Prahlad Navaratna, Head - Strategic Partnerships SEA, InMobi
- Eka Sugiarto, Media Director for SEAA, Unilever
- Maulani Affandi, Marketing Manager, Unilever
- Leonardo Natamihardja, Digital Manager, Unilever
- Mulyarasti Soehoed, Senior Brand Manager, Unilever
- Nadine Rivanty Rosinu, Assistant Brand Manager, Unilever
- Maria Dominika Theresia, Media Team , Unilever
- Rahul Ramachandran, Principal Partner - Client Leadership, Mindshare
- Wenisah Octavia, Planner, Mindshare
- Fivyolen Hendra, Sr, Content Strategist, Mindshare
- Ninda Fenia, KOL Specialist, Mindshare
- Andreas Binsar Panjaitan, TV Specialist, Mindshare
- Anurag Sure, Digital Audience Lead, Mindshare
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Company
Merkle Promotion & Loyalty Solutions
Client
Lunchables
Summary
In the Lunchables Adventure for Lost Treasure campaign, we built a series of augmented reality experiences to take families to a place of excitement, creativity, and fun. We included chances to win thousands of prizes to drive visits and time spent; a $10,000 sweepstakes to motivate purchase; and downloadable coloring sheets for offline brand engagement.
On-pack messaging and QR codes, along with integrated media, drove parents and kids to the promotion site to view the adventure map and explore four immersive virtual worlds. Kids and parents could then dive into the Aqua Adventure to interact with an underwater world, explore the Jungle Adventure, track treasure in the Woodland Adventure area, and scout the Dessert Adventure. Whichever world was chosen, users explored a 360-degree augmented reality (AR) experience while searching for the lost treasure chest. Once the treasure chest was located, users clicked to see if they instantly won.
For added engagement, downloadable coloring sheets offered kids another hands-on activity at home. To drive purchase, only consumers who entered the unique code from specialty-marked packages of Lunchables earned an entry into the grand prize sweepstakes for a chance to win $10,000. The more Lunchables purchased, the more sweepstakes entries earned!
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- Tracy Crawford, Senior Account Director, Merkle
- Danielle Gianakis, Client Services, Merkle
- Mark Kwas, Senior Producer, Merkle
- Kyle Morris, Associate Creative Director, Merkle
- Darrin Brege, VP, Creative Director, Merkle
- Jeff DeLiso, Senior Software Engineer, Merkle
- Will Gee, CEO, Balti Virtual
- Colleen Devos, SVP, Account Director, TKH
- Casey Lissau, VP, Creative Director, TKH
- Myranda Rogers, Senior Art Director, TKH
- Ashley Delaney, Associate Director, The Kraft Heinz Company
- Ann Symonanis, Brand Manager, The Kraft Heinz Company
- Molle Klein, Associate Brand Manager, The Kraft Heinz Company
- Estefania Navarro, Marketing Analyst, The Kraft Heinz Company
- Liz Janz, Marketing Manager, The Kraft Heinz Company
- Katie Hunstad, Associate Director, The Kraft Heinz Company
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Company
Iris Worldwide
Client
PayPal
Summary
The pandemic had an unprecedented impact on retail. People’s hesitancy toward physical payments saw businesses around the world, both big and small, shutter their doors.
As a global leader in payments, PayPal was committed to bringing confidence back to main street for shoppers and sellers alike. Centered around the iconic QR-code, ‘ShopSafe’ launched PayPal’s new innovative touch-free payments to the nation. This vibrant campaign brought that “feel-good” feeling back to shopping, championing the confidence that comes with touch-free payments while also celebrating the small businesses PayPal were committed to helping.
The campaign took over neighborhoods across the country, changing the way people bought and the way businesses sold. Every ad was a direct link to sign-up. With a quick scan, potential buyers and sellers were set up and using PayPal touch-free payments in seconds. From barber shops to dog groomers, street food vendors to cafes, as well as corner shops to national chains, one little code reinvented payments and ultimately gave everyone the confidence to shop safe.
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- Grant Hunter, Global ECD, Iris Worldwide
- Oli Bealby, Managing Director, Iris San Fransisco
- Dipti Bramhandkar, VP Strategy, Iris North America
- Tom Papalouizou, Senior Startegist, Iris Worldwide
- Stella Guimaraes, Account Director, Iris San Fransisco
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Company
PHD UK, ITV, Saatchi&Saatchi
Client
The British Heart Foundation
Summary
How a near-fatal moment on a football pitch led to the swift creation of a powerful media moment for the BHF that created 58,000 more potential life-savers who could make a difference when the unexpected happens.
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- Fergus Barnett, Managing Partner , PHD UK
- Antonia Small, Media Manager, PHD UK
- Victoria Crabb, AVP Group Manager, PHD UK
- George Pilsworth, AVP Group Manager , PHD UK
- Charlie Connolly, New Business Manager, ITV
- Stephen Poole , Group Partnerships Controller, ITV
- Guillermo Vega, Chief Creative Officer , Saatchi & Saatchi London
- Lauren Dyer, Creative Director , Saatchi & Saatchi London
- Tobias Tercic, Copywriter, Saatchi & Saatchi London
- Neil Ritchie, Copywriter, Saatchi & Saatchi London
- Herman Garcia Dietrich, Art Director , Saatchi & Saatchi London
- Kristian Henschel, Planner, Saatchi & Saatchi London
- Paul McHugh, Business Lead, Saatchi & Saatchi London
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6
Best Technology-led Innovation of the Year
Description
Best Technology-led Innovation of the Year will showcase how the technology strategy fits with the core brand values and how the technology returned impressive results, tying into the key business objectives.
Company
Tripadvisor
Summary
Throughout the pandemic, the travel industry struggled in a myriad of ways and Tripadvisor witnessed the challenges destination marketing organizations (DMOs) faced to keep their destinations and attractions top of mind at a time when consumers weren’t able to physically visit. With Tripadvisor’s goal of getting more travelers to consider new destinations and plan for future travel, it was important to inspire and engage consumers to help rebuild confidence in travel.
Enter: Alexa Skill. Tripadvisor created an audio-immersive experience where Alexa customers can explore all that destinations have to offer while in the comfort of their home. This first-of-its-kind experience was a perfect fit for Tripadvisor campaigns with Visit Orlando and Abu Dhabi because it gave future travelers a new and innovative way to learn about these destinations and virtually explore them.
For example, Alexa customers can simply say “Alexa, explore Abu Dhabi” and be taken on an immersive voice tour of the destination where users can choose their own adventure to explore Abu Dhabi. And by simply saying “Alexa, launch Visit Orlando,” users are guided through an immersive experience where they can explore the destination’s many restaurants, hotels and must-see attractions, using only their voice. Tripadvisor reviews and rating are seamlessly integrated through the content, lending Tripadvisor’s trust and community to the consumer’s journey.
The activation was promoted across Tripadvisor (on and offsite) as well as across Alexa Skill, leveraging Tripadvisor's first-party audience segments to reach a qualified and engaged consumer for Visit Orlando and Abu Dhabi.
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- Adam Ochman, Head of Marketing Solutions, Tripadvisor
- Allison Fallon, Senior Manager, Marketing Solutions, Tripadvisor
- Greg Baird, Global Product Strategy, Tripadvisor
- Cara Sweeney, Strategist, Marketing Solutions, Tripadvisor
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Company
Spark Foundry
Client
Jack Daniels - Brown Forman
Summary
Jack Daniel’s – the man, the myth, the legacy brand in serious need of reappraisal. Spark Foundry identified that the Jack Daniel’s target audience’s choices are governed by algorithms. To drive reappraisal and sales over the hotly contested run up to Christmas, Spark Foundry and Jack Daniel’s hacked the standard approach to media planning and buying across TV, social and commerce. We saw massive uplifts in consideration and sales YoY as a result of Jack Hacks.
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- Paige Tilly, Account Director, Spark Foundry
- Kirsty Graham, Business Director, Spark Foundry
- Joe Wood, Strategy Business Director, Spark Foundry
- Kay Hylton, Account Manager , Spark Foundry
- Dominic Jay, Account Manager, Spark Foundry
- Ross Ashby, Account Director, Spark Foundry
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Company
Arcadia
Client
Pampers
Summary
In partnership with Snap, every Pampers box was transformed into a magical Storybook using augmented reality. Parents held their phone’s camera in front of the box and Snapchat's innovative image-recognition technology did the rest.
By scanning Pampers’ logo or visiting their Public Profile on Snapchat, parents can unlock a collection of children’s classics like Twinkle, Twinkle Little Star and Peter Rabbit, bringing books directly into the home. They also celebrated important cultural moments and contemporary topics like Pride month with “The ABC’s of Pride.” and The Flight of Bessie for Juneteenth and Black History Month.
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- Marty Vandertelt , Senior Vice President, P&G Baby Care
- Mark Christenson , Vice President, P&G Baby Care
- David Warner , Senior Director of Media , P&G Baby Care
- Alex Chun , Media Manager , P&G Baby Care
- Alex Ivanov, Lens Production Manager, Arcadia
- Ekaterina Simbereva, Lens Production Manager, Arcadia
- Adam Varga , Concept Designers, Arcadia
- Hanna Postova , Concept Designers, Arcadia
- Tetiana Havryshchuk, Concept Designers, Arcadia
- Tymofii Semeniuk, 3D artist, Arcadia
- Olha Rabtsevych , 3D artist, Arcadia
- Yevhen Haikovskyi, 3D artist, Arcadia
- Yevhen Pustomelnyk , 3D artist, Arcadia
- Olha Olefirenko , 3D artist, Arcadia
- Daria Skrypnyk , 3D artist, Arcadia
- Olha Rabtsevych , 3D artist, Arcadia
- Vernon Manlapaz, 3D artist, Arcadia
- Oleksandr Yurchak, VFX-artist, Arcadia
- Vadzim Strynhalovich, VFX-artist, Arcadia
- Dmitry Nesterenko, VFX-artist, Arcadia
- Max Zabolotnyi , VFX-artist, Arcadia
- Oleg Fedenko, Studio Designers, Arcadia
- Lina Slipenchuk , Studio Designers, Arcadia
- Oleksii Sylakov , Creative Engineers, Arcadia
- Kostiantyn Moldovan, Creative Engineers, Arcadia
- Nadiia Veliksar, QA, Arcadia
- Igor Lipov , QA, Arcadia
- Alisen Jackson, Lens Creator, Pride
- Veronica Flint , Lens Creator, Besse
- Brielle Garcia, Lens Creator, USH
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Company
Spark Foundry
Client
George at Asda
Summary
Every media textbook written in the last 30 years will tell you the same thing - that to win SOV you need the highest spend. We decided that it was high time we used data to rewrite the book on SOV.
By rethinking the way we buy TV and using some smart data and tech, we were able to match George shopper CRM data to TV viewing habits. That one small change was enough to move up to 1st place SOV despite being 3rd in spend. Couple that with creative that was developed using insight from our CRM and it’s no small wonder why George was able to drive twice as many sales per TVRs as their 2019 campaign and rewrite all of the rules when it comes to SOV.
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Entry credits
- William McMahon, Head of Ad Tech, Spark Foundry
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Company
Tin Man
Client
Virgin Media
Summary
Q: What do you get if you cross Virgin Media’s brand purpose of ‘facilitating human connections’ with hologram technology and pizza during a pandemic?
A: The Two Hearts Pizzeria of course. A dining experience connecting loved ones who hadn’t seen each other for months, to share a virtual pizza whilst sitting at opposite ends of the country. Delivered through hologram technology and powered by Virgin Media’s superfast broadband.
75 pieces of coverage and 1.2million views of the branded content later - 48% who had seen the campaign content said they’d recommend Virgin Media and 24% of non-customers said they’d switch. That’s a superfast result in our opinion.
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Company
Round Marketing
Client
Columbia Records
Summary
TikTok has revolutionised the music industry; from discovery, to marketing, to long-term monetisation, it’s become a dominant factor in the lifecycle of a song. At Round, we created a music marketing tool that addresses these new challenges. Trnds.xyz was designed to help tackle the challenges in discovering new artists, creating trends and tracking vast label catalogues on TikTok, and it has already proven to be invaluable for our clients in the music industry.
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- Simon Friend, Agency Lead, Round Marketing ltd
- Aaron Sayer, Founder, Round Marketing
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8
Brand Collaboration or Partnership
Description
This category celebrates brands that have shown outstanding results in a partnership or collaboration. You will need to clearly demonstrate how the strategy was designed to be mutually beneficial to both parties and the positive outcomes the partnership achieved. Whether that is increased reach, an increase in sales, or a change in perception.
Company
Twitch
Client
Mars Wrigley
Summary
In Australia, Mars Wrigley’s 5 Gum brand was looking to reach under 25-year-olds as they are the biggest chewers of gum. But the brand found that they are increasingly hard to reach through traditional media channels. Armed with the insight that chewing gum actually helps people to focus, 5 Gum partnered with Twitch to help bring their ‘life happens in 5’ identity to life through gaming.
Together, we launched Team CLUTCH, an elite squad made up of Australia’s favourite Twitch streamers. The 26 hours of streams were full of moments as the campaign exceeded performance, topped the Australia charts as the #1 Most Viewed Stream, #1 Highest Reach, #1 Total Minutes Watched, and saw an uplift of 14% in gaming association and 9% in purchase intent.
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- Ben Hill, Marketing Director, Mars Wrigley
- Michelle Gazzola, Portfolio Director, Gum & Mints, Mars Wrigley
- Chris Johnston, Creative Systems Director, Mediacom
- Adam Pinto, Group Strategy Director, Mediacom
- Alex Gill, Group Client Director, Mediacom
- Ricky Chanana, Head of AUNZ Sales, Twitch
- Edwin Hughan, Senior Creative Strategist, Twitch
- Joanne Garcia, Senior Program Activation Manager, Twitch
- Romee Adema, Senior Creative Producer, Twitch
- Alex Tran, Senior Client Success Manager, Twitch
- Hamish McPhee, Account Director, Twitch
- Louis Vigil, Producer, Eliphant
- Kimberly Huang, Project Manager, Eliphant
- Nico Cruz, Broadcast Design, Eliphant
- Yung Tek Koh, Partnerships, Eliphant
- Reuben Sim, Apparel Design, Eliphant
- Regina Lai, Apparel Design, Eliphant
- Elicia Lee , Managing Director, Eliphant
- / soleKEFS, Talent, Twitch
- / PlayItShady, Talent, Twitch
- / AussieAntics, Talent, Twitch
- / PaladinAmber, Talent, Twitch
- / GeekGG, Talent, Twitch
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Company
YouTube Creative Studio
Client
YouTube
Summary
Music consumption patterns have permanently changed with the rise of short-form video—consumers engage with music in bite-sized chunks and interact with it by participating in challenges and sharing their opinions online.
To gain awareness for YouTube’s new Short Form Video platform, YouTube Shorts, we wanted to engage our audience in an authentic way that brings them to our platform, willingly.
So we collaborated with Ed Sheeran and pushed the status quo for traditional music release campaigns. We created an unmissable music moment by teasing an entire album like never before—with only short-form videos.
Four days before the launch of Ed Sheeran’s new album "=", we created 14 short-form music videos featuring all 14 new tracks, giving fans a sneak peek into the much anticipated album with special, intimate, playful content.
Gen Z is less receptive to advertising and desires a deeper, more personal connection with the artists they love. This campaign was designed to address them in a way that is relevant and represents how they engage with the world.
YouTube Shorts remained the only place where fans could experience all 14 songs. They couldn’t get enough as they posted, shared, and created their own shorts.
This campaign was the first of its kind and revolutionized how fans consume new music by allowing them to interact with an entire album on YouTube Shorts, before it officially launched.
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Entry credits
- Christian Haas, Executive Creative Director, YouTube
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Company
BEN
Client
Durex
Summary
Tasked by Durex with finding a way to break through the cultural clutter in order to raise awareness of safe sex during Sexual Health Awareness Month, BEN utilized music video and social media to drive this purpose-marketing initiative forward. Forming a partnership between the brand and Lil Nas X, Durex was boldly integrated into the massively popular – and attention grabbing – artist’s music video “That’s What I Want” and amplifying the message with an Instagram post in which he encouraged fans to recognize sexual health and wellness.
The video reached over 30 million views in its first six days after release, while a post on Lil Nas X’s Instagram Feed quickly accumulated millions of likes. What’s more, these moments focused on safe sex through a same sex relationship – something that is rarely showcased in entertainment or advertising. Sentiment about the campaign on social media was overwhelmingly positive and the conversations online applauded both the brand and artist for raising awareness of safe sex in general and in particular within the gay community. After watching the video, 63% of research respondents stated that they were more likely to practice safe sex, and 74% of those 18 to 24 stated that they would consider buying Durex the next time they shop for a condom. There was also a 71% lift in visits to Durex’s social channels for those exposed to the video and a remarkable 3350% lift in search for the terms safe sex, condoms, or sexual health.
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- Jake Terrell, VP, Music & Brand Partnerships, BEN
- Erin Schickner, Director, Music & Brand Partnerships, BEN
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Company
COPA90
Client
AB InBev
Summary
In 2020, Lionel Messi was on the verge of breaking Pele’s 46-year-old record of 643 goals for a single club. Budweiser wanted to raise awareness of their association with Messi, and own the 644 moment by creating a spike in conversation, whilst keeping their product at its heart.
We flipped the script by focusing on the goalkeepers, celebrating all 160 keepers Messi had scored against, celebrating their part in pushing Messi to greatness.
We produced Budweiser’s for each of Messi’s 644 goals, each personalised to one of the 160 keepers it was scored against, with the goal number they represented and a revamped version of the Budweiser creed that includes a special tribute to the qualities that have characterised Messi’s career.
As soon as the 644th goal went in, the bottles and a media toolkit were distributed globally, with 50+ influencer partners and over 150 goalkeepers primed.
The campaign took on a life of its own, with memes spiralling off influencer posts, kickstarting an avalanche of coverage across the world.
Without any paid media, Budweiser became the #1 most talked about drink globally over the Christmas period with online search for Budweiser doubling on 24th December compared to the past 30 day average. The campaign returned $20m of social media value back to the brand. Owning 40% of all conversation around the record, it generated 1,200+ news articles across 84 countries.
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Company
Odysseus Arms
Client
The Body Shop
Summary
As The Body Shop was about to relaunch their famous Body Butter, TikTok was facing a serious diversity and equity problem in North America. Black TikTokers, the ones who created viral dances and made songs chart, weren’t the ones getting paid or credited for their work. They started the #BlackTikTokStrike. It was a big issue. Brands and marketers were silent.
We saw the Body Butter relaunch as a chance to set an example on a national stage, using our media spend and influence to elevate four TikTok creators involved in the strike with a campaign called “Spread Love.” It was an explosion of diversity and inclusivity. A hot take on self-love and body positivity. Inclusive in front of and behind the camera – 75% of the agency team and 90% of our production department heads were from underrepresented groups. And our TikTok creators were at the heart of everything.
They became our collaborators and choreographers for the campaign. Instead of having their credit stolen, the campaign had them towering above Times Square. We promoted them alongside Body Butter across all of our campaign media. In 8 weeks, The Body Shop and our creators received over 1.4B media impressions. $12.9M in earned media.
Big business results and big cultural impact. “Spread Love” brought attention to the lack of recognition of social creators of color and reshaped how The Body Shop approaches their brand advertising and approaches activism.
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- Libby Brockhoff, CEO, Head of Art, Odysseus Arms
- Franklin Tipton, CCO, Head of Copy, Odysseus Arms
- Jeff Kwiatek, Associate Creative Director, Odysseus Arms
- Jim Nelson, Copywriter, Odysseus Arms
- Gabriel Longhini Barbério, Copywriter, Odysseus Arms
- Bruno Pepe, Art Director, Odysseus Arms
- Mac McAlister, Art Director, Odysseus Arms
- Shirley Liang, Agency Producer, Odysseus Arms
- Brittany Tangsrud, Account Director, Odysseus Arms
- Anne Tway, Head of Strategy, Odysseus Arms
- Alan Ferguson, Director, SecretDoor LA
- Alex P. Wilson, Line Producer, SecretDoor LA
- Wintter Alex, Head of Wardrobe, The Manner Co.
- Paula Loos, Production Designer, Self
- Deji LaRay, Editor, Sunset Edit
- Mel Anderson, 1st Assistant Director, Vox Pop Films
- Ruby Green, Production Manager, SecretDoor LA
- Otibho Okojie, Production Coordinator, SecretDoor LA
- Sivan Ambrose, Directors Assistant, SecretDoor LA
- Tehillah DeCastro, Director of Photography, SecretDoor LA
- Molly Bohas, Executive Producer, SecretDoor LA
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Company
Starling Bank
Summary
Starling Bank is on a mission to change banking for good. We partner with people & businesses that share our values & believe in doing the right thing; one such person is environmentalist & YouTube creator Jack Harries. Together, we collaborated on a content series to elevate the voices of underrepresented young people at COP26. For the documentary series, Jack made a carbon neutral journey across the UK. Travelling from the Isles of Scilly to COP26 in Glasgow, he collected stories on how the climate crisis is affecting lives. We aired the stories, including interviews with Barack Obama, Jane Goodall & Starling CEO & Founder Anne Boden at COP26 & projected the heroes behind them onto the Glasgow Armadillo. Sir David Attenborough even presented this content to the delegates at the summit itself, giving the overlooked victims of climate change a seat at the biggest table of all. As part of our wider brand awareness campaign, we wanted to challenge & disrupt the media landscape, act with purpose & offer something genuinely different - ‘Seat at the Table’, the name of the series, was our way to do this. Many consumers expect brands to help them make ethical choices, another reason that ‘Seat At The Table’ was something Starling was proud to support. The campaign delivered 50m impressions & reached 12m unique users in the UK & at the same time Starling saw the highest number of personal current account applications in the month the series launched.
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- Jack Harries, YouTube Creator, Jack Harries
- Luke Hyams, Head of YouTube Originals, YouTube
- Alexander Lee, YouTube Marketing, YouTube
- Persa Shadnia, Video and Display Sales Manager, Google
- Hannah Pennington, Content Sales Lead, Google
- Gemma Johnson, Director of Digital Growth, Starling Bank
- Harriet Rees, Head of Data Science, Starling Bank
- Alexandra Frean, Chief Corporate Affairs Officer, Starling Bank
- Neema Cox, Social Media Manager, Starling Bank
- Oliver Mott, Head of Social Media, Starling Bank
- Hal Macdermot, Head of Editorial Content, Starling Bank
- Christian Marchant, Customer Engagement Senior Manager, Starling Bank
- Marius Feraru, Digital Design Lead, Starling Bank
- Elita Falkvard, SEO and Web Lead, Starling Bank
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Company
Wunderman Thompson UK
Client
HSBC UK
Summary
Without an address, the homeless find themselves in a lose-lose situation where not having a home makes it harder to open a bank account. This makes it harder to secure a legitimate job or claim benefits. Which makes it harder to find a home. It’s a vicious circle. To break this cycle of financial exclusion, HSBC UK partnered with Shelter to create the No Fixed Address Service. The bank provides the homeless with bank accounts using the charity’s address as proof of identification. To demonstrate how this partnership can stop the cycle of financial exclusion we build our own vicious circle.
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Entry credits
- Steve Aldridge, Chief Creative Officer, Wunderman Thompson
- Tom Drew, ECD, Wunderman Thompson
- Mike Watson, Creative Director, Wunderman Thompson
- Craig Hunt, Creative, Wunderman Thompson
- James Humphreys, Creative, Wunderman Thompson
- Graham Channon, Designer, Wunderman Thompson
- Yoshi Okubo, Designer, Wunderman Thompson
- Bryan Riddle, Designer, Wunderman Thompson
- David Howard, Designer, Wunderman Thompson
- Daryl Yeoman, Designer, Wunderman Thompson
- Claire Chislett, Business Director, Wunderman Thompson
- Luke Thornton, Account Director, Wunderman Thompson
- Olivia Taylor, Account Manager, Wunderman Thompson
- Max Cain, Account Manager, Wunderman Thompson
- Sonny Botero, Agency Producer, Wunderman Thompson
- Liberty Willison, Assistant Producer, Wunderman Thompson
- Tom Lawrence, Creative Producer, Wunderman Thompson
- Omar El Gammal, Planning Director, Wunderman Thompson
- Siri Bunford, Director, Knucklehead
- Mathew Brown, Producer, Knucklehead
- Cat Irving, Production Manager, Knucklehead
- Beck Thompson, Production Assistant, Knucklehead
- Christopher Sabogal, DOP, Knucklehead
- Tom Wales, Production Designer, Knucklehead
- Stefanie Grieve, Production Designer, Knucklehead
- Natricia Bernard, Choreographer, Knucklehead
- Adam Rudd, Editor, Whitehouse Post
- Matthieu Toulett, Colourist, MPC London
- Munzie Thind, Sound Designer, Grand Central Studios
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Company
Travel Chapter
Summary
As a brand that embraces the outdoors and offers UK self-catering holidays, at holidaycottages.co.uk we understand the importance of preserving the destinations and natural landscapes that we all love to visit. There is an impact to the holidays we provide, and as a business we’re committed to supporting causes that help look after these areas, and play our small part in ensuring overall UK tourism has a positive impact. With this in mind, a partnership that could support these values was essential to bring this brand pillar to life, with the RSPB a perfect fit for us.
We wanted to ensure that holidays with us made a positive contribution to the RSPB’s conservation efforts, so throughout 2021, for every booking made with holidaycottages.co.uk, we made a donation to the RSPB to help restore one square metre of British woodland. Beyond this, our partnership also extended to supporting and creating awareness for established RSPB campaigns, for instance the Big Garden Bird Watch. Throughout 2021 in total, our partnership helped restore 200,000 square metres of British woodland and is continuing across 2022.
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Entry credits
- Emma Crowe, Head of Customer Marketing, Travel Chapter
- Dominique Ball, Marketing Manager, Travel Chapter
- Shannon Keary, PR & Communications Manager, Travel Chapter
- Hayley Kitto, CRM Marketing Manager, Travel Chapter
- Simon Lockyer, Social Media Manager, Travel Chapter
- Hannah Jury, SEO Manager, Travel Chapter
- Katie Bott, Studio Manager, Travel Chapter
- Andy Wörner, Lead Graphic Designer, Travel Chapter
- Chris Ranken, Graphic Designer, Travel Chapter
- Samantha Thomas, Content Editor, Travel Chapter
- Ed Roberts, Research & Content Writer, Travel Chapter
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6
Brand Development or Extension of the Year
Description
You should be able to demonstrate that your development or extension of the brand was successful. You could give insights into areas such as: barriers you overcame, evidence of the success and impact it had on revenue, customer perception. You may even want to demonstrate cost effectiveness and how you applied learning from this progression.
Company
PREMIER
Client
Heart of London Business Alliance
Summary
It is no secret that the hospitality, retail, and leisure sector were hit HARD by Covid-19… and nowhere was this impact felt more acutely than London’s once thriving West-End. Heart of London Business Alliance, the non-profit membership organisation responsible for marketing the district, started 2021 with a serious challenge… How to bring visitors and life back to the deserted streets of what was once one of the world’s top tourist destinations?
To achieve this, Premier created ART OF LONDON. A season of free, socially distanced public art and culture events which through summer 2021 transformed the West-End into an interactive gallery without walls. Headline grabbing activations included the UK’s biggest ever public art commission, a world-first augmented reality gallery, artist takeovers on the iconic Piccadilly Lights, A-list celebrity designed charity statue trails, and the creation of new collaborative partnerships which for the first time brought together the UK’s biggest art institutions including the National Gallery, the Royal Academy of Arts and The National Portrait Gallery. The project smashed all footfall, engagement, coverage and commercial KPIs in its inaugural year, becoming a key pillar in the capital’s Covid recovery strategy whilst re-establishing central London’s place as the world’s leading destination for cultural experiences.
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Entry credits
- Lawrence Francis, Director of Strategy, PREMIER
- Leigh Debbage, Creative director, PREMIER
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Company
Penguin Random House
Summary
There are infinite ways to be Black.
This message exists at the heart of All Ways Black, a platform Penguin Random House launched in 2021 to authentically showcase and celebrate the many facets of the Black experience and carve out a unique space for our Black authors, books, and readers. In doing so, we hoped to spark a conversation that transcended publishing to invite new audiences into books.
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Entry credits
- Cree Myles, Curator, All Ways Black
- Anthony Key, Multicultural Marketing Director, Penguin Random House
- Sanyu Dillon, CMO, Penguin Random House
- Adam Royce, Creative Director, Penguin Random House
- Carly Gorga, Brand Director, Penguin Random House
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Company
TMW Unlimited
Client
Freesat
Summary
In the super-competitive world of TV entertainment providers, Freesat had a perception problem.
Their brand proposition was rooted in value, inadvertently created an association with ‘cheap’ and being perceived as a downgrade.
Logically, Freesat’s subscription-free proposition should have been a match-made in TV heaven with their target audience, Sky customers, but it wasn’t landing.
Instead, they lacked credibility which left Freesat at a crossroads: maximise their appeal with Sky customers or miss out on untapped profit potential.
To change the conversation, we developed the ‘Live Life Free’ brand strategy to empower audiences with the ‘freedom’ to enjoy what they love most − TV entertainment.
This struck a chord with our disenchanted Sky customers as it awakened them to a new reality where they could access amazing content and same box technology – all without a subscription.
To bring the platform to life, we enrolled our cute crustacean duo Ossi and Pod, two crabs taking consumers into a world of free entertainment.
From an initial 30 second TVC, our clawsome double act scuttled into social skits, doordrops, the webstore, happily tackling all the Sky TV customer pain points big claw first.
In just three months, Live Life Free caught loyal Sky customers hook, line and sinker, making them TWICE as likely to choose Freesat.
We had successfully broadened the appeal of the brand and were shaking-off Freesat’s value-based identity to help super-charge sales, one crab pun at a time.
Not bad for Ossi and Pod’s first adventure.
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Entry credits
- Martin Allen, Creative Director, Coffee & TV
- Andre Santos , Director of Marketing , Freesat
- Katherine Jones, Consumer Marketing Manager, Freesat
- Josh George, Character Modelling, Coffee & TV
- Jonny Grew, Character Animation, Coffee & TV
- Nick John, 2D Lead, Coffee & TV
- Lloyd Francis, Creative Director, TMW Unlimited
- Tom Rees Kaye, Senior Editor, TMW Unlimited
- Millie Graham-Campbell, Head of Production, TMW Unlimited
- Luke Bosshard, Motion Designer, TMW Unlimited
- Lucy Burt, Senior Account Director, TMW Unlimited
- Karen Morris, Client Services Director, TMW Unlimited
- Claire Wilson, Senior Account Director, TMW Unlimited
- Becky Yates, Senior Account Manager, TMW Unlimited
- Maddy Walker, Account Manager, TMW Unlimited
- Dan Bowers, Chief Strategy Officer, TMW Unlimited
- Paul Dazeley, Strategy Director , TMW Unlimited
- Joel Girling, Planner, TMW Unlimited
- Tom Harman, Creative Director, TMW Unlimited
- Stuart Woodall, Associate Creative Director, TMW Unlimited
- Neil Matthews, Assoicate Creative Director, TMW Unlimited
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Company
The Gate NY
Client
National Grid
Summary
National Grid has faced many challenges related to its reputation and external storytelling. Past communication efforts were delivered piecemeal, focused on bill payments and outages. No one knew what National Grid stood for or why they mattered.
We reestablished and bolstered National Grid’s U.S. reputation through a brand campaign that tells the story about the company.
All energy companies have a responsibility to provide gas and electricity to their customers. But very few take those responsibilities to heart like the people at National Grid. They don’t only show up. They step up. Under the worst conditions. So in our Responsibility Calls campaign, we celebrate them and all they do for us.
Our anthemic campaign branded National Grid as the company that does for the community today and what they will do for future generations. It puts a stake in the ground to define why National Grid shows up every day for its customers – when responsibility calls, National Grid answers.
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Entry credits
- David Bernstein, Chief Creative Officer / Copywriter, The Gate NY
- Elinor Beltrone, Art Director, The Gate NY
- Scott Barbey, Art Director, The Gate NY
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Company
Sky
Summary
In 2021, after several years of development, Sky launched Sky Glass, a disruptive new technology product that will go on to have a profound impact on the home viewing experience. Sky Glass, the streaming TV from Sky, is a television set that combines all of the technology required for a customer to enjoy their favourite content platforms - Sky, Netflix, Disney+ etc - in one, easy to use, ultra HD device. Subscribers will no longer require external satellite dishes to receive Sky, they will no longer need external audio equipment to enjoy full cinema quality surround sound and they will be able to enjoy all their favourite content from their favourite platforms through one, simple subscription package. To launch Sky Glass, Sky developed an equally innovative, fully integrated, digital-first marketing campaign covering influencer outreach connected directly to social selling, world-first OOH and digital OOH activations, media partnerships, PR, radio and everything in between. The Sky Glass launch was the largest product launch ever executed in the UK.
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- Sunny Bhurji, Marketing Director, Sky
- Steff Grimer, Head of Marketing, Sky
- Laura Pinnell, Marketing Lead, Sky
- Steph Douglass, Marketing Lead, Sky
- Sarah Banham, Senior Marketing Manager, Sky
- Tom Oriel, Marketing Manager, Sky
- Adam Stopher, Marketing Manager, Sky
- Bhavina Dabasia, Marketing Manager, Sky
- Grave Evangelos, Marketing Manager, Sky
- Rachel Austin, Digital MArketing Executive, Sky
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Company
United Esports
Client
Biore
Summary
Over the last few years, influencer marketing has seen unprecedented growth and has since taken the digital marketing world by storm, and there is no denying its effectiveness. With the capacity to drive followers in the direction of a brand's product, Bioré knew the logical next step was to enter the fray with some of the most recognizable names in the space. Ready to meet Gen Z where they are, Bioré turned to United Esports to raise awareness of their iconic Pore Strips product with gaming audiences. With countless online skincare communities flocking to Twitch to share tips, regimes, and product reviews, United Esports knew it was the perfect platform for Bioré to find new fans.
With the expert guidance from United Esports, not only was Bioré able to extend its brand into the esports and gaming space, but they also made an opportunity to create visibility for a notoriously under-tapped market - women in gaming.
In a thoughtful departure from male-centric esports campaigns, United Esports helped Bioré enter the gaming space with a splash. Featuring fun, authentic, and female-focused creative that organically overperformed and far exceeded KPIs, Bioré was able to create a strong foundation for continuing to build its brand presence within the gaming space.
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- Felix LaHaye, Founder & CEO , United Esports
- Justin Woychowski, Chief Creative Officer, United Esports
- Hobbs Christopher, Account Manager, United Esports
- Erin Hall, Brand Manager, Bioré Skincare at Kao Corporation
- Andrea Grunow, Senior Brand Manager, Digital Communications, Bioré US
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9
Branded Content
Description
This category will award a creative branded content strategy or campaign that can clearly show what was achieved - ROI, impact on the brand, consumer attitudes, etc.
Company
CNNIC
Client
Samsung
Summary
Samsung partnered with CNN International Commercial and our global brand studio, Create, to deliver global reach and high engagement on their message of better tech for all. They wanted to showcase themselves as putting corporate social responsibility as a priority, with a softer, human centric approach to storytelling.
Samsung are one of the major players in global technology, producing a range of products from home appliances to mobile phones. Samsung believe technology should be accessible for all and so create assistive products including the QLED and Neo QLED television range. One area of focus for the QLED television ranges is breaking down barriers for audiences with sense-oriented disabilities. Acknowledging that basic television features can prove challenging for the hard of hearing, the deaf, people with low vision, and the blind, they ensure their best-in-class TVs are accessible for all.
We wanted to provide insight through real-life examples of how hard-of-hearing people can watch TV through innovative technology produced by Samsung. We produced content that reveals the technology developed by Samsung, and how it works in creating new experiences for audiences with diverse abilities. Samsung wanted the content to capture the audience’s attention, which could be measured by the website’s dwell time.
Samsung were so happy with the campaign results that they continue to partner with CNNIC and Create.
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Entry credits
- Lena Lewis, Senior Digital Content Producer, CNNIC
- Karly AuYeung, Senior Digital Designer, CNNIC
- Raine Chai, Digital Production Lead , CNNIC
- Alexandre Pave-martinot, Senior Integrated Designer, CNNIC
- Nadia Abdullah, Content Strategy Lea, CNNIC
- Shook Mei Sam, Senior Project Manage, CNNIC
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Company
Spark Foundry
Client
Woodford Reserve - Brown Forman
Summary
2021 turned us into a nation of DIY Mixologists. From a Manhattan to an Old Fashioned, a John Collins to a Tennessee Mule, experimentation was everywhere. This presented the perfect opportunity for Woodford Reserve. But rather than falling into the obvious route of cocktail recipe cards or branded mixing guides, we developed something entirely different. Cocktail Synaesthesia. By playing with external stimulus from lighting to sound, we helped people taste their favourite cocktails in entirely new ways. Brought to life through a brilliant partnership with Vice, we surrounded people's senses, and took Woodford Reserve to #1 in the category.
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Entry credits
- Kirsty Graham, Business Director, Spark Foundry
- Tom Wilkinson, Head of Innovation, Spark Foundry
- Emma Jameson, Business Director, Spark Foundry
- Joshua Herbert, Planning Exec, Spark Foundry
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Company
Mindshare UK
Client
Hellmann's, Unilever
Summary
Hellmann’s is on a mission to say No to waste and Yes to taste and is the ideal ingredient for turning leftovers into tasty meals. That’s why we created the first sustainability-led ad-funded programme in the UK for Hellmann’s – to raise awareness of the scale of the food waste problem and the fact that it’s a major contributor to global greenhouse gases. We demonstrated to people real, practical ways they could change their cooking and eating behaviours and make a real difference for themselves and the wider world.
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Entry credits
- Tess Domenet, Account Director, Mindshare UK
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Company
M&C Saatchi Sport and Entertainment
Client
Dreams
Summary
How can you use sports sponsorship and content to support families with their sleep routines, and inspire the next generation to dream big?
As the Official Sleep Partner to Team GB and ParalympicsGB, Dreams decided to use our unique position to create some very special bedtime story content.
We centred our sponsorship campaign on the power of sleep, something our GB athletes agreed was vital to their sporting performance – 98% of them told us so in a survey. But surveys aren’t particularly engaging for our key family audience, so we needed some storytelling magic.
We collaborated with four of our athlete ambassadors – Jade Jones, Laura Kenny, Ali Jawad and Jordanne Whiley – to tell their inspirational stories and show how sleep helped their dreams come true.
Narrated by the voice of Dreams’ adverts Joanna Page, together with our ambassadors themselves, our audio stories went live across multiple audio platforms including Spotify, Apple Music and as an Alexa command, while our beautifully animated films were released on YouTube, and we printed 50,000 books for families to collect for free in Dreams stores.
After the Games we took our stories on tour, with our ambassadors visiting schools encouraging children to sleep well and dream big, just like their heroes.
Our content proved very popular among our target audience, with 1.7m social impressions on our films and 5,000 fans entering our prize draw for a set of signed books, while affinity for Dreams amongst those aware of the campaign reached 74%.
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Company
Qumin
Client
Moxy Hotels
Summary
Tasked with launching a new youth brand hotel in Shanghai, we set out to achieve a world first, ”The Blank Canvas Hotel”.
For the first time in history, China’s youth feel emboldened to shake off the shackles of social pressure to “settle”, which created the derisory notion that Chinese Gen-Z are the “Tang Pin” (Lying-flat) generation.
With MOXY’s and its brand values, we wanted to tear down this notion, to show China and beyond, that Chinese Gen-Z are expressive, creative and shaping culture not just consuming it. We positioned MOXY as “the home for the brave”.
We found 9 aspiring creatives and sent them custom made concrete “mystery boxes” with a brief and tools to inspire… enlisting them to produce unique art pieces as permanent fixtures for the hotel – sculptures, graffiti, dj-sets, installations and more.
We told their story through a series of 18 videos tailored for Douyin (Chinese TikTok), and ran a #challenge, inviting others to create M.O.X.Y. from everyday objects, creating #MakeMoxyYours.
The campaign culminated in a landmark launch party art exhibition, celebrating Chinese youth culture, attracting KOLs (Key Opinion Leaders) on popular social platforms, alongside Shanghai tastemakers, including skateboarders, singers, foodies, artists, actors, models, and media.
This generated mass awareness with over 500M video views, 7M Likes, 7K UGC videos, 443K homepage visits, 143k location tag views, 407 PR placements, and a 90% occupancy rate in the weeks following.
Earned media coverage was valued at more than $5m USD, from a launch budget of $150k.
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Company
dentusMB
Client
Ronseal
Summary
The UK Men’s Sheds Association (UKMSA) is a charitable network that supports around 600 Sheds across the country; community spaces that enable people to connect and get involved in carpentry or DIY as a way of reducing isolation and improving mental health. Ronseal has a longstanding partnership with the UKMSA, but when the Covid-19 pandemic struck, every shed was forced to close at a time when people needed support the most. Ronseal wanted to make a statement and support the UKMSA by creating a film that would raise awareness of the vital support these community spaces offer. dentsuMB and The Story Lab partnered with Channel 4 to create a powerful short film that went live across Channel 4 social channels during Men’s Health Week 2021. The film shines a light on the difference that joining a shed made to Joe, who faced mental health challenges following the loss of his first child. The response to The Shed was hugely impressive, outperforming Channel 4’s benchmarks for social: average view time on YouTube was over 4 minutes (vs 1min benchmark); the Facebook edit generated 1.45 million views (12% over 1-min view benchmark), and 8.2x more reactions than average within seven days of publication. Ronseal became part of the conversation around mental health in a highly authentic and sensitive way. The UKMSA saw a 73% rise in visits to it’s ‘find a shed’ webpage during the launch week of the film, as well as receiving new offers of corporate support and sponsorship.
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Entry credits
- Julie Chadwick , Managing Partner , DentsuMB
- Sally Ashton, Account Director , dentsuMB
- Robbie Ashcroft, Managing Partner , The Story Lab
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Company
Material
Client
Tennent's Lager
Summary
When Scotland’s Men’s National Team qualified for EURO 2020 - its first major tournament in a generation - a nation erupted in a wave of unbridled joy, celebration - and relief!
Tennent’s Lager knew exactly what it meant. As the original supporter of Scottish football, the brand had been at the heart of football rituals for decades and it was ready to lead the nation’s support once more as Official Beer of the Scotland National Team.
The occasion – which followed arguably Tennent’s toughest year of trading ever – also offered the opportunity to grow off-trade volume within the highly competitive beer category, with home drinking still a priority as Covid-19 restrictions continued to impact the hospitality trade.
Made For This achieved brand health score uplifts, capitalised on a big at-home drinking occasion amidst the on-going challenges of a pandemic and captured the hearts of a football-daft nation with an authentic blend of emotive, yet classically humorous content -doing things only Tennent’s could.
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Entry credits
- Alasdair Wallace, Managing Director, Material
- Elaine Forbes, Project Manager, Material
- Colin Spence, Founder, Material
- Cameron Matthews, Senior Brand Manager, Tennents
- Stuart Mackenzie, Head of Communications, Tennents
- Kat MacBride, Senior Digital Marketing Manager, Tennents
- Nadine Walker, Senior Content & Communications Manager, Tennents
- Ian Greenhill, Founder & CEO, Studio Something
- Jordan Laird, Founder & Creative Director, Studio Something
- Hamish Allison, CEO & Creative Director, Freak Films
- Simon Crunden, Managing Director, Republic of Media
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Company
Something™
Summary
Keep Walking’ is the spirit that has driven Johnnie Walker for over 200 years.
It’s been the brand’s advertising line for more than 20 of those.
And in 2021, the defiantly optimistic message of Keep Walking became more relevant and necessary than ever. The world entered the second year of a pandemic, social culture globally was on its knees and people were increasingly anxious and isolated (ONS July 2021).
Positivity, progress and resilience were needed more than ever.
This is the story of how we helped the world’s best-selling Scotch Whisky (ISWR 2020) turn its marketing into an optimistic rallying call for a new era. How we helped relaunch Keep Walking in Africa - recruiting the next generation of whisky drinkers and inspiring local people to stride boldly and take action - while creating international impact.
‘The Ones Who Keep Walking’ is a creative platform centered around a feature length documentary celebrating the trailblazers leading the creative renaissance across Africa. Partnering with Forbes 30-under-30 Nigerian American director Amarachi Nwosu, the film shines a light on those reshaping Africa, the boundary pushing creatives who sit at the beating heart of local culture and tells their stories on their own terms.
The campaign was crucial to driving positive portrayal for the region, reaching over 3.7m+ people (OMG media monitoring 2021/22), breaking through to new audiences and contributing to sales growth across the continent. We celebrated identity, inclusivity, equality, and Afro-optimism, while positioning Johnnie Walker as a meaningful brand connected to local culture.
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Entry credits
- Amarachi Nwosu, Director, Melanin Unscripted
- Julie Vergez, Creative Producer, Julie Machin
- Dan Pickard, Executive Producer, Something™
- Nick Hoskin, Executive Producer, Something™
- Andy Hewitt, Executive Producer, Something™
- Hedvig Ahlberg, Producer, Something™
- Ben McKean, Designer, Something™
- Tom Haswell, Art Director, Something™
- Sheen Soofi, Visual Lead, Melanin Unscripted
- Huseyin Kemal Gündüzler, Production Manager, Gündüzler Works
- Vanessa Dos Santor, Directors Assisant, Melanin Unscripted
- Ify Obi, Associate Producer, Melanin Unscripted
- Ndivhu Mushanganyisi, Editor, Post Modern
- Africa Junior Majola, Colourist, Post Modern
- Zachary Cayenne-Elliott, Composer / Music Supervisor, Melo-Zed
- Chukwuemeka Gabriel Obi, Composer, Lemav
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Company
Tin Man with Oh My!
Client
Virgin Media
Summary
Q: What do you get if you cross Virgin Media’s brand purpose of ‘facilitating human connections’ with hologram technology and pizza during a pandemic?
A: The Two Hearts Pizzeria of course. A dining experience connecting loved ones who hadn’t seen each other for months, to share a virtual pizza whilst sitting at opposite ends of the country. Delivered through hologram technology and powered by Virgin Media’s superfast broadband.
75 pieces of coverage and 1.2million views of the branded content later - 48% who had seen the campaign content said they’d recommend Virgin Media and 24% of non-customers said they’d switch. That’s a superfast result in our opinion.
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8
Customer Insight
Description
The judges will want to see how you used data or analysis
to give insights into your customers. You may have used this
insight to come up with a new pricing structure or incentive,
how you communicated with your customers or how you
targeted them effectively. This category will go to an entrant
who can demonstrate they knew their customers on a much
deeper level and used this information to inform a smart
marketing execution.
Company
MRM
Client
General Motors
Summary
Our audience was as spoiled as Veruca Salt: “I want it now!” Luxury customers who can afford almost anything and are accustomed to both variety and plentiful inventory. Why wait months on end for sight-unseen Cadillacs?
For a brand that once set the standard in American luxury, a name synonymous with success and having “made it,” Cadillac more recently suffered from both low sales and low opinion. In 2019, market share dipped to just 7% of the luxury market. In 2020, brand opinion was less than half that of top tier makers like Audi, BMW, Mercedes and Lexus (Cadillac at 15 points, vs top tier lux brands at 30+ pts, per internal brand tracking studies). And quality scores were also low, with Cadillac just one point above industry average in the 2020 J.D. Power IQS Study.
In 2021, with this as our backdrop and within our I-want-it-now culture, we had to convince thousands of potential customers that four never-been-seen-before Cadillacs were worth waiting for.
But we centered in on a human experience insight: no one likes to wait… but anticipation is a pleasure.
We realized we could “shorten” the wait and intensify desire by promoting the specialness and rarity infused in these Cadillacs.
We enlisted the designers, engineers, and craftspeople behind the Escalade, CT4 & CT5 Blackwing, and LYRIQ to speak first-hand to the uniqueness and exclusivity imbued in every detail.
Our CRM campaigns combined storytelling with data and tech know-how, netting
Cadillac reservation sell-outs three times in a row.
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1 CAD BTS Drum OnePager.pdf
Entry credits
- Jeff Cruz, Chief Creative Officer, MRM
- Tiffany Moy-Miller, Group Creative Director, MRM
- Caitlin Pasqualone, Creative Director, MRM
- Nikki DuJardin, Associate Creative Director, MRM
- Tia Perry, Associate Creative Director, MRM
- Lori Sullivan, Global Business Strategy, MRM
- Mark Rebhan, Chief Strategy Officer, MRM
- Cathy Humenik, Group Account Director, MRM
- Laura Quinn, Account Diretcor, MRM
- Renee Triemstra, Director of Strategy, MRM
- Kate Wonsul, CRM, Audience and Personalization Manager, General Motors
- Marcie Perez, Associate Director of Marketing Cross Channel Strategy and Activation, General Motors
- Deana Alicea, Chief of Staff, General Motors
- Meghan Carey, My Rewards Brand Integration Digital Strategist, General Motors
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Company
DELVE
Client
UNICEF
Summary
For UNICEF USA, DELVE implemented a data-driven ad strategy using Google Marketing Platform that delivered a 200% increase in return on ad spend, 10% year-over-year growth in new donors, and a 40% increase in website conversion rate vs. the previous average.
DELVE integrated all UNICEF USA’s media and campaign data with Google Analytics 360 to generate a full view of UNICEF’s programmatic media efforts. This unified data view allowed DELVE analysts to leverage multi-channel attribution modeling to understand how and when each media line item influenced a user’s propensity to donate throughout the customer journey.
Gaining a full view of the customer journey helped UNICEF USA identify how to distribute budget to tailored messaging that reaches the right audiences, at the right time—and to drive significant growth in new donors and donation revenue.
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Entry credits
- Robert Enriques, Head of Delivery, DELVE
- Betsy Sellars, Head of Media, DELVE
- Lada Sierra, Head of Programmatic, DELVE
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Company
Emerging Communications LTD
Client
Ladybird books
Summary
China is a complex market. It goes beyond language and culture.
China is huge; Following the two-child policy launched in 2015, 10 million babies are born each year in China!
Competition is complex and aggressive; The English learning market is worth over £23 billion a year in China. New legislation in 2021 restricted English learning outside of schools, fuelling home learning.
Channels are fragmented and dominated by influencers; China has its own platforms, the largest social commerce in the world, and consumer’s frequently change their habits. Influencers dominate the marketing scene, with recommendations being a key source of purchasing information.
Consumers are served by distributors; Selling to consumers is often through distributors meaning limited marketing control and very little visibility of consumer behaviour.
This poses significant challenges for brands; Huge numbers, stiff competition, tight legislation and very little brand control!
Ladybird, part of Penguin Random House, needed to maintain the relationship with distributors, get under the skin of what parents actually wanted and control the purchasing cycle, all whilst protecting the brand!
We delved deep to understand the target audience and then used these insights into today’s Chinese parents to guide a strategy and subsequent pilot campaign to grow brand reach, and engage with Chinese parents on a true 1-2-1 level, in an authentic and engaging way.
In two months we reached over 498,000 parents with over 18,000 parents actively engaging and outsold all competitors on Ladybird’s distributor’s official e-commerce channel in February 2022 .
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Entry credits
- Domenica di Lieto, CEO, Emerging Communication
- Hester Gao, Communication planner, Emerging Communications
- Kate Li, Account director, Emerging Communications
- Amber Wu, Account director, Emerging Communication
- Sophia Yu, Senior account executive, Emerging Communication
- Rocky Chi, Head of planning, Emerging Communication
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Company
Zenith UK
Client
Reckitt
Summary
The sexual health category has always been aimed squarely at heterosexuals, leaving the LGBTQ+ community feeling ignored. Durex needed to lead a change, and fast.
We partnered with Grindr and HER to undertake the biggest ethnographic study ever into this community. Using a mix of panels, surveys, influencer and social posts and a live Q&A, we created safe spaces for this audience to speak openly about their sexual experiences.
Using the insights and results from the survey, in collaboration with Grindr and HER, #MySexMyWay campaign was developed, a series of stories that opened up how the LGBTQ+ community feel about sex.
What initially started as an insight piece was so powerful that it became the communication. It was clear that parts of this community feel at once chased down and ignored. Some feel frightened. We needed to take what they were telling us and use it in our communications to change the way the whole category presents itself.
Thanks to this work, we went from being a sexual health brand for straight people, to a ‘brand for people like me’ for the LGBTQ+ community.
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Entry credits
- Gemma Ramsay, Planning Director, Zenith UK
- Florence Ospici-Boyadijan, Group Strategy Director, Zenith UK
- Giulia Bardelli, Planning Manager, Zenith UK
- Kush Bhardwaj, Business Director, Zenith UK
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Company
BBH
Client
Tesco
Summary
Helpfulness is baked into Tesco’s DNA. But a business can only really be helpful if it's listening closely to what’s going on with its customers — and can turn this insight into action that also delivers growth.
This is the story of how we went beyond the usual communications shaping insight into brand shaping insight: the type that changes what a brand offers its customers in a more fundamental way.
It’s about how Tesco adopted a strategy of Brand Altruism to pull off a great win-win for the nation and for the supermarket.
It’s about how listening and caring led Tesco to do what most consultants would advise against: eat into their own margins to deliver on their brand promise.
It’s about how finding tensions, reading between the silences, and seeing pain in peoples’ (and pets’) eyes led to new products, new services, and new acts from Britain’s biggest supermarket.
It’s about how this emboldened the supermarket to take more risks, push more boundaries, add a helpful voice to everything from the pubs reopening to a national tragedy, contribute to the Brand Index score lifting +8%, inspire conversation that achieved a Net Sentiment Score of +21%, and ultimately be more helpful to millions of Britons.
It’s the stone-cold proof, Every Little Insight Helps.
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Entry credits
- Sarah Parmar, Head of Campaigns and Consumer PR at Tesco, Tesco
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Company
Unilever, Mindshare, InMobi
Client
Unilever, Mindshare
Summary
Lifebuoy took on the goal to fight Coronavirus by arming Indonesians in the fight against COVID with the power of real-time data. To achieve this, Lifebuoy leveraged real-time consumer insights to conduct weekly surveys across the six key regions identified in Indonesia. Five key indicators were measured: awareness of preventive measures, individual efforts to disengage from social gatherings, frequency of handwashing, availability of sanitizer, and store accessibility.
Lifebuoy received 62,000 responses from Indonesians in just eight weeks. Lifebuoy then identified four audience segments to reach decision-makers across homes - young mothers, older mothers, single millennial women, and single millennial men. Based on several factors that determined the local reality, including the region, COVID preparedness score, the number of Covid cases, and the target group they were reaching, Lifebuoy created 72 unique video ads as part of this mobile-first programmatic campaign.
In order to reflect the on-ground reality of each Indonesian, every ad was customized based on a variety of dynamic elements: the province each user lived in, the number of cases in the area, the daily habits of residents in the area, as well as the persona of the end-user. When users clicked on the video, they were redirected to a webpage where users could purchase a whole range of Lifebuoy products which could help them keep safe during challenging times.
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Entry credits
- Cadika Rachmawan, Sales Lead, InMobi
- Sawitri Sadjimo, Sales Manager, InMobi
- Stefany Atmadja, Interactive Art Director, InMobi
- Vindy Sofina, Senior Interactive Designer, InMobi
- Aishwarya Singh, Account Manager, InMobi
- Nitin Prahlad Navaratna, Head - Strategic Partnerships SEA, InMobi
- Eka Sugiarto, Media Director for SEAA, Unilever
- Maulani Affandi, Marketing Manager, Unilever
- Leonardo Natamihardja, Digital Manager, Unilever
- Mulyarasti Soehoed, Senior Brand Manager, Unilever
- Nadine Rivanty Rosinu, Assistant Brand Manager, Unilever
- Maria Dominika Theresia, Media Team, Unilever
- Rahul Ramachandran, Principal Partner - Client Leadership, Mindshare
- Wenisah Octavia, Planner, Mindshare
- Fivyolen Hendra, Sr, Content Strategist, Mindshare
- Ninda Fenia, KOL Specialist, Mindshare
- Andreas Binsar Panjaitan, TV Specialist, Mindshare
- Anurag Sure, Digital Audience Lead, Mindshare
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Company
Pinterest
Summary
Trend reports that look back are so last year. Pinterest Predicts used their platform’s forward-looking data to give advertisers the insights they need… from the future.
Pinterest Predicts equipped advertisers with a secret weapon they've never had before—a window into the future. With a strong mix of online and offline multi-channel experiences, advertisers were fully immersed into our not-yet-trending report that helped them get ahead of future trends and strategically plan their upcoming marketing efforts.
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Entry credits
- Andréa Mallard, Chief Marketing Officer, Pinterest
- Celie ONeil-Hart, Creative Director, Content and Writing, Pinterest
- James Hurst, Creative Director, Design, Pinterest
- Talia Parnass, Senior Lead, Business Marketing, Pinterest
- Jenna Landi, Head of Brand Insights, Pinterest
- Micaela Brookman, Senior Lead, Business Marketing, Pinterest
- Sue Chen, Senior Lead, Creative Ops, Pinterest
- Leah Gordon, Senior Manager, Ads Writing, Pinterest
- Jim Habig, Head of Business Marketing (fmr), Pinterest
- Alejandro de la Villa, Lead, Brand Writing, Pinterest
- CatherineRose Mountain, Senior Internationalization Program Manager, Pinterest
- Cynthia Zhang, Analyst, Pinterest
- Ella Petlicka, Senior Internationalization Program Manager, Pinterest
- Alexandra Nikolajev, Senior Lead, Creator Content & Partnerships, Pinterest
- Kelsey Bryden, Designer, Pinterest
- Shani Syphrett, Brand Marketing Lead, Consumer, Pinterest
- Brandi Steele, Designer, Pinterest
- August Mcmullin, Designer, Pinterest
- Felicia Baskin, Senior Lead, Content Marketing, Pinterest
- Graham Roth, Product Manager, Growth, Pinterest
- Philip Czapla, Brand Designer, Pinterest
- Carly Wallace, Creative Strategy Program Manager, Pinterest
- Amiyra Perkins, Senior Lead, Creative Strategy, Pinterest
- Ana Todd, Manager, Platforms and Tools, Pinterest
- Jordan DiSanto, Product Designer, Pinterest
- Maya Wong, Brand Writer, Creators, Pinterest
- Ashley Jones, Product Marketing Manager, Pinterest
- Namita Gupta, Creator Marketing Lead, Pinterest
- Michelle Van Houten, Creative Producer, Pinterest
- Swasti Sarna, Data Comms Manager, Pinterest
- Ali Burgis, Creative Producer, Pinterest
- Juliette Chatelain, Communications Manager, Pinterest
- Eric Wahlgren, Content Programs Director, Pinterest
- Laura Amschel, Creative Producer, Pinterest
- Maria Breaux, Writer, Pinterest
- Sydney Stanback, Advertiser Researcher, Pinterest
- Amelia Zak, Content Marketing Associate, Pinterest
- Mary-Claire Rotticci, Marketing Counsel, Pinterest
- Megan DAlessio, Inclusion & Diversity Business Partner, Pinterest
- Lissa Healy, Inclusion & Diversity Business Partner, Pinterest
- Cristina Francisco-McGuire, Diversity Business Partner, Pinterest
- Amy Dziewiontkoski, Sales Manager, Pinterest
- Anisha Vasandani, Technical Program Manager, Pinterest
- Joey Weber, Content Editor, Pinterest
- Marta Matias, Brand Writer, Pinterest
- Jenny Kindness, Product Marketing Manager, Pinterest
- Kayte Korwitts, Content Manager, Pinterest
- Elizabeth Luke, Senior Communications Manager, Ads, Pinterest
- Cierra Yetts, Brand Communications Manager, Pinterest
- Kimmie Glass, Comms Manager, Pinterest
- Arianna Thomas, Communications Manager, Consumer, Pinterest
- Ashley Mossman, Communications Manager, Pinterest
- Rachel Murphy, Writer, Pinterest
- Kevin Darouian, Designer, Pinterest
- Jaime Pham, Creative Strategist, Pinterest
- Stephanie Halovanic, Writer, Pinterest
- Nune Mesropyan, Email Marketing Manager, Pinterest
- Whitney Paul, Marketer Researcher, Pinterest
- Visha Kudhail, Business Marketing Director, Europe, Pinterest
- Elizabeth Mansfield, Head of Americas + APAC Business Marketing, Pinterest
- Ara Ko, Business Marketing Lead, US, Pinterest
- Yen Conrod Tran, Business Marketing Lead, CA, Pinterest
- Luis Benini, Business Marketing Lead, LATAM, Pinterest
- Britta Hindrichs, Business Marketing Lead, DACH, Pinterest
- Mai Yanagishima, Business Marketing Manager, JP, Pinterest
- Lyndsay McGregor, Content & Social Marketing Manager, Pinterest
- Pierre Gayno, Business Marketing Manager, FR, Pinterest
- Ashish Arya, Vertical Strategy & Insights Lead, Pinterest
- Sarika Sangwan, Senior Lead, Global Audience Marketing, Pinterest
- Sehar Mahmood, Creative Strategy Program Manager, Pinterest
- Melissa Chen, Data Comms Analyst, Pinterest
- Jacinth Yew, Creator Growth Specialist, Pinterest
- Alistair Webb, Creative Director, Made Thought
- Isabella Shoepfer, Project Director, Made Thought
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Company
BBH London
Client
Tesco
Summary
This is the story of how Tesco judged the mood of the nation just right with a point of view that matched how customers were feeling in the moment, making them feel that “Tesco just gets it” even though the context within which we were operating had become much more difficult for the following reasons:
1. Customers were reverting to pre-pandemic shopping behaviours - splitting their shopping between different supermarkets.
2. Customers no longer had one, universally shared experience of Covid.
Rather than ignoring reality and developing a campaign that was agnostic of this context, we decided to run headlong into the uncertainty.
To do this:
1. We identified the one certain thing that wouldn’t change no matter the context: the British Nation’s attitude of joyful defiance.
2. We amplified this attitude in a way that drove fame and talkability.
3. We built in ongoing flexibility to ensure our campaign was able to adapt to whatever the context when Christmastime came.
The net result was a campaign that delivered:
* The highest levels of talkability in the category (with social conversation 50% higher than John Lewis and 55% higher than our 2020 campaign)
* Tesco’s highest ever scores for the dual key messages of food quality and value
* A 2.7% increase of Christmas sales in the UK & ROI, that gave Tesco its highest market share in four years.
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Entry credits
- Dean Matthewson, Strategy Director, BBH London
- Sarah Parmar, Head of Campaigns and Consumer PR at Tesco, Tesco
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8
Design
Description
The best design development for a product, campaign or advert. The judges will be looking for a clear demonstration of a solution that interpreted the client's objectives.
Company
Torpedo
Client
Autodesk
Summary
Data cubes’ form the building blocks of the new product brand identity and launch campaign created by Torpedo for Tandem, the digital twin cloud-based platform from Autodesk.
A digital twin is a dynamic, up-to-date digital replica of a physical asset that brings together design, construction and operational data to simulate, predict and inform decisions. Aimed at Architecture, Engineering and Construction (AEC) firms and building owners / operators, Tandem helps to make the building handover process completely seamless and enables proactive and predictive maintenance, providing insight into operation, performance and efficiency, but also help plan future projects and improve design decisions for better ROI.
The objectives were threefold. Firstly, create a distinctive positioning and identity that would set Tandem apart from other digital twin software. Secondly, to build awareness and drive traffic to the campaign website. Thirdly to create an engaging user experience on the website that would generate leads via free account sign-ups.
Inspired by how Tandem enables building owners and operators to digitally interact with design and construction data, Torpedo created a unique identity, supporting content and a website built around the concept of representing digital twins as replicas of buildings made up of interactive cubic pixels or ‘data cubes’.
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Entry credits
- Cody Yellowlees-Bound, Account Director, Torpedo
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Company
Bader Rutter
Client
Milwaukee Bucks
Summary
When Harley-Davidson informed the NBA team, Milwaukee Bucks, it would not be renewing its jersey patch sponsorship, the team had to scramble to find another big brand willing to make this multiyear, multimillion-dollar investment. Instead of looking for another large local brand, the Bucks decided to leverage the global appeal of the NBA and their own star forward, Giannis Antetokounmpo. They created a list of two dozen global brand CMOs and then asked us to create a compelling way to grab their attention and persuade them to become the Buck’s sponsor.
The project faced significant challenges. CMOs of global brands are incredibly busy; they get inundated daily with multiple sponsorship opportunities. Worse, strategic brand investments like this are generally budgeted for in multiyear terms. We needed to stand out among the clutter, grab their attention, and quickly explain why our small market team from a tier 3 city deserved their multi-million dollar investment.
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Entry credits
- Shawn Holpfer, Executive Design Director, Bader Rutter
- Andy Gorzalski , Executive Producer, Bader Rutter
- Ned Brown, CCO, Bader Rutter
- Jim Jodie, ACD/writer, Bader Rutter
- Kevin Sparrow, Associate Design Director, Bader Rutter
- James Kogutkiewicz, Writer, Bader Rutter
- Jeff Simcock, Director, Offline Producer, Bader Rutter
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Company
Monotype
Summary
Building on its update to Helvetica, 2019, Monotype’s variable edition is built with 21st Century designers in mind. Helvetica Now Variable offers over a million new Helvetica styles in one state-of-the-art font file. The all-in-one file, marks a major technological advancement for Monotype that underpins their ongoing dedication to tech, knowledge and expertise, allowing creatives and designers of all levels to work more effectively and at a better speed. Unlike previous font formats that required each style within a family to be a separate file, Helvetica Now Variable bundles all the attributes for every style into one compact and agile font package. This new move will add an extensive width for designers working with little space, such as design for smartwatches and wearables. Designers working in this area will then be able to move onto bigger designs more seamlessly and flexibly, using the same font file for magazine design.
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Entry credits
- Charles Nix , Type Director , Monotype
- Friedrich Althausen, Type Designer , Monotype
- Emilios Theofanous, Creative Type Director , Monotype
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Company
1HQ Global
Client
Mother Clucker
Summary
Mother Clucker started serving fried chicken in 2013 from a converted US Army Ambulance in East London, and quickly gained a loyal following. In 2021, the brand looked to launch across the UK, however the current visual identity wasn’t strong enough to stand out in a crowded, competitive national food scene. Mother Clucker needed a fresh new approach, whilst staying true to its London street food heritage.
For the national launch, 1HQ re-established Mother Clucker’s Brand purpose, target consumer, benefits, personality and principles. We conducted a semiotic analysis of the chicken and adjacent category fast food providers, and identified an emergent space for Mother Clucker to own. From this, we crafted a new brand positioning and wrote a manifesto for how we look, feel, think and act as Mother Clucker.
The new visual style and brandmark embodies the brand’s daring, bold, obsessive personality and outspoken attitude. The identity communicates a brand that is proud to shout from the rooftops, demonstrated through the megaphone inspired block and typography. The asterisk not only represents the eye of the chicken, but is also a clever nod to the brand name’s play on words. Mother Clucker has transformed from a generic street food vendor into a loud and proud, accessible brand for all. The visual identity represents a brand that feels and acts differently, and delivers to consumer’s desire for a down to earth, fun and playful brand experience.
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Entry credits
- Ian Watts, Associate Creative Director, 1HQ Global
- Jon Painter, Designer, 1HQ Global
- Maya Mistry, Junior Designer, 1HQ Global
- Amelia Boothman, Director of Brand and Innovation Strategy, 1HQ Global
- Scarlett Irons, Junior Strategist, 1HQ Global
- Andy Kirk, Director of Design Strategy, 1HQ Global
- Emma Freeman, Client Director, 1HQ Global
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Company
COPA90
Client
EA Sports
Summary
During the cluttered holiday period, EA Sports wanted to drive awareness of their FIFA 22 promotional holiday offer. To cut through the noise, we needed to stand out.
We created a physical activation to bring the digital world to life, giving us a new way to engage with FIFA fans past and present. Our bespoke Next Generation Newspaper told stories of 6 Next Generation athletes, which we identified to engage with audiences in key markets. In the 32-page newspaper, featuring a 4-page spread for each athlete, there were in-depth articles, quiz questions, beautiful editorial imagery as well as QR activated advertisements for the offer. With six limited edition covers, newspapers were translated into English, French, Spanish and Italian and distributed on bespoke FIFA branded newsstands in high-traffic areas in London, Paris and NYC, as well as to influencers, club teams and players. To amplify and extend further, we promoted on social media.
The campaign saw 14,000+ papers distributed. Media investment drove significant overdelivery in key metrics, including 25m+ impressions across social. More importantly, FIFA 22 daily users were up 10% YoY during the campaign, with a 10% increase in new players, resulting in EA Sports FIFA’s most successful holiday campaign ever.
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Entry credits
- Simon Joyce, Chief Business Officer, COPA90
- Kate McGregor, Head of Client Services, COPA90
- Stuart Davis, Client Partner, COPA90
- Fisayo Aluko, Senior Client Partner, COPA90
- Dylan Soopramania, Creative Director, COPA90
- Ally Everitt, Senior Project Manager, COPA90
- Cameron Sims, Media Director, COPA90
- Sam Stringer, Media Campaigns Manager, COPA90
- Stacey Bannister, Senior Producer, COPA90
- Rob Micheals, Director of Production Operations, COPA90
- DJ Jackson, VP, Brand Marketing, EA Sports
- Kevin Strunk, Senior Manager, Brand Marketing, EA Sports
- Nick Lammie, Director, Brand Marketing, EA Sports
- James Salmon, Director, Brand Marketing, EA Sports
- Nandy Misir, Brand Marketing Lead, EA Sports
- Josh Farber, Director, Marcom Strategy, EA Sports
- Charlie Weir, Marketing Lead, EA Sports
- Antoine Cohet, Senior Manager, Brand Marketing, EA Sports
- Arthur Halais, Partnerships Lead, EA Sports
- James Taylor, Senior Manager, Brand Marketing, EA Sports
- Eric Escaravage, Global PR Lead, EA Sports
- Estefan Binder, Athlete Marketing Lead, EA Sports
- Sehrish Mumtaz, Brand Marketing Lead, EA Sports
- Joe Fuller, Brand Marketing Manager, EA Sports
- Mark Armstrong, International Comms Manager, EA Sports
- Audrey Prince, Brand Marketing Manager, EA Sports
- Seb White, Managing Editor, Mundial
- Owen Blackhurst, Editor, Mundial
- James Bird, Deputy Editor, Mundial
- Alex Mertekis, Art Director, Mundial
- Ben Roth, Founder, Original Syndicate
- Steve Richards, Founder, Original Syndicate
- John Hemsley, Set Designer, Original Syndicate
- Kevin Collins, CEO, Secret Walls
- Terry Guy, Founder, Secret Walls
- Jimi Mackkay, Creative Director, Secret Walls
- Melanie Cain, Co-Founder, Managing Partner, Spearhead Marketing Group
- Erika Cunha, Co-Founder, Managing Partner, Spearhead Marketing Group
- Jas Dhami, Director of Sport, We Are Social New York
- Gaby Kirschner, Associate of Sport, We Are Social New York
- Josh Noble, Strategist, We Are Social New York
- Shawn Francis, Head of Creative, We Are Social New York
- Matthew Waheibi, Producer, We Are Social New York
- Julien Llerena, Copywriter, We Are Social New York
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Company
Pinterest
Summary
Trend reports that look back are so last year. Pinterest Predicts used their platform's forward-looking data to give advertisers the insights they need… from the future.
Pinterest Predicts equipped advertisers with a secret weapon they've never had before—a window into the future. With a strong mix of online and offline multi-channel experiences, advertisers were fully immersed into our not-yet-trending report that helped them get ahead of future trends and strategically plan their upcoming marketing efforts.
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Entry credits
- Andréa Mallard, CMO, Pinterest
- Celie ONeil-Hart, Creative Director, Content and Writing, Pinterest
- James Hurst, Creative Director, Design, Pinterest
- Talia Parnass, Senior Lead, Business Marketing, Pinterest
- Jenna Landi, Head of Brand Insights, Pinterest
- Micaela Brookman, Senior Lead, Brand Design, Pinterest
- Sue Chen, Senior Lead, Creative Ops, Pinterest
- Leah Gordon, Senior Manager, Ads Writing, Pinterest
- Jim Habig, Head of Business Marketing (fmr), Pinterest
- Alejandro de la Villa, Lead, Brand Writing, Pinterest
- CatherineRose Mountain, Senior Internationalization Program Manager, Pinterest
- Cynthia Zhang, Analyst, Pinterest
- Ella Petlicka, Senior Internationalization Program Manager, Pinterest
- Alexandra Nikolajev, Senior Lead, Creator Content & Partnerships, Pinterest
- Kelsey Bryden, Designer, Pinterest
- Shani Syphrett, Brand Marketing Lead, Consumer, Pinterest
- Brandi Steele, Designer, Pinterest
- August Mcmullin, Designer, Pinterest
- Felicia Baskin, Senior Lead, Content Marketing, Pinterest
- Graham Roth, Product Manager, Growth, Pinterest
- Philip Czapla, Brand Designer, Pinterest
- Carly Wallace, Creative Strategy Program Manager, Pinterest
- Amiyra Perkins, Senior Lead, Creative Strategy, Pinterest
- Ana Todd, Manager, Platforms and Tools, Pinterest
- Jordan DiSanto, Product Designer, Pinterest
- Maya Wong, Brand Writer, Creators, Pinterest
- Ashley Jones, Product Marketing Manager, Pinterest
- Namita Gupta, Creator Marketing Lead, Pinterest
- Michelle Van Houten, Creative Producer, Pinterest
- Swasti Sarna, Data Comms Manager, Pinterest
- Ali Burgis, Creative Producer, Pinterest
- Juliette Chatelain, Communications Manager, Pinterest
- Eric Wahlgren, Content Programs Director, Pinterest
- Laura Amschel, Creative Producer, Pinterest
- Maria Breaux, Writer, Pinterest
- Sydney Stanback, Advertiser Researcher, Pinterest
- Amelia Zak, Content Marketing Associate, Pinterest
- Mary-Claire Rotticci, Marketing Counsel, Pinterest
- Megan DAlessio, Inclusion & Diversity Business Partner, Pinterest
- Lissa Healy, Inclusion & Diversity Business Partner, Pinterest
- Cristina Francisco-McGuire, Diversity Business Partner , Pinterest
- Amy Dziewiontkoski, Sales Manager , Pinterest
- Anisha Vasandani, Technical Program Manager, Pinterest
- Joey Weber, Content Editor, Pinterest
- Marta Matias, Brand Writer, Pinterest
- Jenny Kindness, Product Marketing Manager, Pinterest
- Kayte Korwitts, Content Manager, Pinterest
- Elizabeth Luke, Senior Communications Manager, Ads, Pinterest
- Cierra Yetts, Brand Communications Manager, Pinterest
- Kimmie Glass, Comms Manager, Pinterest
- Arianna Thomas, Communications Manager, Consumer, Pinterest
- Ashley Mossman, Communications Manager, Pinterest
- Rachel Murphy, Writer, Pinterest
- Kevin Darouian, Designer, Pinterest
- Jaime Pham, Creative Strategist, Pinterest
- Stephanie Halovanic, Writer, Pinterest
- Nune Mesropyan, Email Marketing Manager, Pinterest
- Whitney Paul, Market Researcher, Pinterest
- Visha Kudhail, Business Marketing Director, Europe, Pinterest
- Elizabeth Mansfield, Head of Americas + APAC Business Marketing, Pinterest
- Ara Ko, Business Marketing Lead, US, Pinterest
- Yen Conrod Tran, Business Marketing Lead, CA, Pinterest
- Luis Benini, Business Marketing Lead, DACH, Pinterest
- Britta Hindrichs, Business Marketing Lead, DACH, Pinterest
- Mai Yanagishima, Business Marketing Manager, JP, Pinterest
- Lyndsay McGregor, Content & Social Marketing Manager, Pinterest
- Pierre Gayno, Business Marketing Manager, FR, Pinterest
- Ashish Arya, Vertical Strategy & Insights Lead, Pinterest
- Sarika Sangwan, Senior Lead, Global Audience Marketing, Pinterest
- Sehar Mahmood, Creative Strategy Program Director, Pinterest
- Melissa Chen, Data Comms Analyst, Pinterest
- Jacinth Yew, Creator Growth Specialist, Pinterest
- Alistair Webb, Creative Director, Made Thought
- Isabella Schoepfer, Project Director, Made Thought
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Company
Delivery Hero
Client
Yemeksepeti
Summary
Yemeksepeti is a leading online food delivery platform in Turkey, renowned for being one of the first on the market. After 20 years, it was time to revitalise the brand’s image and reassert it as the go-to delivery platform in the country.
Celebrated for being trustworthy and respected, the service was well known for delivering food directly to the homes of hungry customers, but the brand appearance had barely changed since launching and with an increasing number of growing competitors, combined with a surge for direct delivery during the pandemic, we knew it was time to switch gears.
To ensure we stayed in customers minds, we developed a strategy that focused on the following:
Design Development: Bringing the brand into the present day was vital and we needed to be bold! From vibrant new colourways, typography, illustrations, to the app, newsletters, and social media, we planned how Yemeksepeti would make an impact across every touchpoint, whilst communicating its unique and lively energy.
Product: The app was in need of improvement, so we began to redevelop our design. We also needed to ensure that our sub-brands Yemeksepeti Banabi and Yemeksepeti Mahalle were unified and could be located easily all in one place, with a user experience that mirrored our revitalised image.
Campaign: We pushed our creative across all touchpoints, including a colourful TVC that reflected reliability, speed and variety, whilst showing all the 3 brands, unified beautifully with core messaging and synchronised design.
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Entry credits
- Djena Binet, Brand Manager, Delivery Hero
- Sofia Tavares, SVP, Brand, Delivery Hero
- Constanza Soria, Head of Design , Delivery Hero
- Emilio Germino, Senior Graphic Designer, Delivery Hero
- Mauro Florencio Lobato, Content Designer, Delivery Hero
- Tapana Choochartpong, Senior Visual Designer, Delivery Hero
- Alejandro Ariza, Graphic Designer , N/A
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Company
Delivery Hero
Client
foodpanda Hungary
Summary
In a market swarming with growing competitors all striving for customer preference, it was key for us to switch gears and make sure we provided Hungarians with the modern service and brand they deserved.
That’s where foodpanda entered the story - already a thriving brand across the APAC region, loved in the market for its fun and energetic vibe, we wanted to bring that same energy to Europe, and inject the Hungarian market with foodpanda’s flamboyant vibrancy.
Our aim was to adapt foodpanda to make sure it was fitting for the Hungarian market, whilst ensuring that we didn’t lose any customers when the brand transitioned from the ageing NetPincér to foodpanda.
To achieve this we started by focusing on the design. foodpanda is a loved brand across Asia, but we knew we needed to make some tweaks to ensure suitability in Europe. We opted for an edgier style that mirrored graffiti brush strokes, representative of the continents urban landscape and street art.
We combined this with an effective launch campaign to introduce the new foodpanda brand to Hungary - a 360 degree campaign that emphasised the brands different verticals - restaurant food and grocery delivery. One of the standout executions from the campaign was a bold TVC that introduced the brand to the masses in a suitably vibrant way.
This was all achieved with excellent results that secured foodpanda as the #1 delivery choice in Hungary, and even better, not 1 customer was lost on the journey there!
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Entry credits
- Milica Otasevic Gomes, Brand Manager, Delivery Hero
- Mariano Ramallo, Head of brand , Delivery Hero
- Constanza Soria, Head of Design, Delivery Hero
- Anastasiia Sukharkova, Graphic Designer, Delivery Hero
- Sofia Tavares, SVP, Brand , Delivery Hero
- Fernanda Vales, Brand Specialist , Delivery Hero
- Emilio Germino, Senior Graphic Designer, Delivery Hero
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9
Digital
Description
For a digital strategy or campaign that can demonstrate tangible results e.g. website traffic, click through rates, page views per visit and average time spent, changes in customer attitudes, etc.
Company
M&C Saatchi Sport & Entertainment
Client
Heineken
Summary
When Heineken transferred its UEFA Europa League (UEL) sponsorship from Amstel to Heineken 0.0, making it the largest ever single sponsorship deal involving a non-alcoholic beer brand, it needed a campaign to celebrate this and grow awareness of its Heineken 0.0 product.
So in 2021, Heineken gave fans the chance to win amazing prizes whenever the result was 0-0…because whilst 0-0 results are boring, they’re not with Heineken 0.0.
The digital competition, “If Nobody Scores… You Win!”, made it as easy as possible for fans to win prizes thanks to Heineken, even if their team didn’t. From VIP tickets to the UEL Final, to Heineken Blades, to Beerwulf vouchers, the competition garnered 35,000 entries with a total of 21 million impressions across all digital assets, proving that even a 0-0 result could be rewarding with Heineken.
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Entry credits
- Ross Watson, Director, M&C Saatchi Sport & Entertainment
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Company
Merkle
Client
Albertsons
Summary
When Albertsons Companies’ (Cos.) pharmacies were approved to administer COVID-19 vaccines, they needed a nimble digital strategy to drive awareness and make their stores top-of-mind for customers considering vaccinations.
Albertsons partnered with Merkle to quickly build a media plan that raised awareness ahead of the vaccine rollout. As customers became eligible and vaccines became available, Albertsons could easily localize messaging to communicate relevant vaccine offerings. They achieved this through a channel mix including search engine marketing (SEM), programmatic display powered with dynamic creative optimization (DCO) and a virtual chatbot in-ad, and a direct partnership with Nextdoor. Consumers saw media that communicated their local store’s offering, informed them of impending vaccine availability, and led them to make appointments and visit the store for their vaccine. Post-launch, the team used extensive testing to optimize creative, copy, call-to-action, localized messaging, and ad frequency for their audience.
The campaign was very successful. January to April 2021 saw month over month improvements in click-through rate, with April CTR more than three times the DV360 benchmark. Albertsons Cos.’ Q1 2021 store visits from digital campaigns doubled compared to Q4 2020.
The Google Chatbot drove a 123% lift in ad helpfulness for Safeway (one of Albertsons Cos.’ flagship banners) and a 75% lift in ad helpfulness for Albertsons Cos. stores. Separately, the Nextdoor partnership gave thousands of customers the ability to locate a store, determine vaccine availability, and understand their eligibility to ensure that customers had the information they needed at their fingertips and chose Albertsons.
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Entry credits
- Lesli Vermilyea, Director of Health & Wellness Marketing, Albertsons Companies
- Carina Ost, Marketing Strategy Director, Albertsons Companies
- Nicole Carothers, Associate Director Performance Media, Merkle
- Nick Grimes, Specialist Performance Media, Merkle
- Jared DeSisto, Director Performance Media, Merkle
- Nate Kain, Senior Manager Performance Media, Merkle
- Mar Ferguson, Specialist Performance Media, Merkle
- Don Sklenka, VP Creative Strategy, Merkle
- Elizabeth Finch, Director Creative Strategy, Merkle
- Katie Sekera, Senior Creative Director, Merkle
- Tim Lobello, Associate Creative Director, Merkle
- David Cenko, Associate Creative Director, Merkle
- Addy Duval, Manager Media Platform and Operations, Merkle
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Company
Taylor Herring
Client
Iceland
Summary
How do you get people excited about cheese? This was the million-dollar question we faced when briefed to make noise around Iceland’s new exclusive range of Cathedral City cheddar and wider Chilled cheese offering. The selection of dairy treats was a tasty proposition, no doubt, but hardly headline-grabbing news even for the most passionate cheese lover. Needless to say, we had a tough challenge on our hands. This tells the story of how we propelled Iceland’s cheeses into the news through the ultimate decadent experience, eating cheese in the bath. Armed with research showing how Brits enjoy cheesy snacks at bath time, we persuaded Iceland to create a one-of-a-kind product for fanatical fans of the fromage: a cheese board bath rack. With help from Love Island star and cheese aficionado Priya Gopaldas, our weird and wonderful bath time accessory captured the imagination of the cheese-eating British public, resulting in extensive print and broadcast press coverage, a top ten Twitter trend, considerable unpaid influencer take up, as well as a total earned media reach of 18.5 million. Perhaps more importantly, we demonstrated that a low-involvement supermarket cheese can not only be newsworthy, but reframed as the ultimate domestic indulgence.
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Entry credits
- Sam Corry , Director , Taylor Herring
- James Herring , CEO , Taylor Herring
- Meral Taze, Account Manager , Taylor Herring
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Company
SCS
Client
John Deere
Summary
As the largest agricultural brand in the world, how do you connect with the next generation?
John Deere puts their focus on youth education. Their goal: to increase the number of students interested in careers in agriculture. But how do you do this with Generation Alpha? SCS introduced John Deere to where kids play... in the metaverse!
We launched FarmCraft with Blockworks, a playable John Deere Minecraft farming experience. We let kids experience, interact, and play with John Deere tractors. Build a garage with their framing equipment; meet the mechanic and get the keys to their tractor; drive their tractor to the field to meet a farmer; learn about tilling and how to attach a tiller; learn the role of machines in farming; monitor their crops with a drone; and interact in a John Deere greenhouse.
The result...
Kids flocked to the experience. Over 5 million downloads. Over 18,000 star ratings with 80% 4-5 stars. Millions of playable brand engagement minutes. $0 paid media promotion. 100% earned engagement.
"Our team sees FarmCraft as a fun way to introduce the industry to a whole new generation of young people." - Global Manager Brand Licensing, John Deere
Available now in the Minecraft Marketplace.
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Entry credits
- Jeff Roach, Chief Strategy Officer, SCS
- John Zegowitz, Chief Creative Officer, SCS
- Aaron Gaspar, Brand Solutions Director, SCS
- James Delaney, Managing Director, Blockworks
- Anthony Licon, Chief Digital Officer, SCS
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