5
(CPG) Consumer Packaged Goods
Company or team name
Cogent
Summary entry description
The Great British Bake Off had just returned to our screens. We wanted to inspire a nation of bakers to head to the kitchen and reach for their rolling pins. And what better time to do it, than with the launch of Bacofoil’s New Non-Slip Baking Paper.
Identifying a common problem, we created an entertaining film highlighting the bonkers lengths we go to, in order to get that annoying rolled up piece of baking paper to lie flat in the tin. We then revealed the solution, showing how Bacofoil’s new Non-Slip surface stays perfectly flat, making piping and baking easy.
Our 'Bakers not Bonkers' campaign ran across a range of media including YouTube, digital display, paid social, organic social, influencer marketing and press.
Entry video
Entry credits
- Zoe Lunn, Head of Brand Management, Bacofoil
- Andre Bailey, Assistant Brand Manager, Bacofoil
- Darren Giles, Creative Director, Cogent
- Dan Neville, Strategy Director, Cogent
- Amy Yeardley, Account Director, Cogent
- Neeta Panchal-Patel, Account Manager, Cogent
- Mark Teece, Senior Copywriter, Cogent
- David Finch, Senior Art Director, Cogent
- Matt Carter, Director, MattCarter
- Joe Wilby, Editor, JoeWilby
- Sam Armistead, Head of Design, Cogent
- Shelley Odell, Designer, Cogent
- Kitty Norwell, Producer, Junction 11
- David Goode, Animator, Junction 11
- Ben Hennessy, Grader, Ben Hennessy
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Company or team name
ZEAL Creative
Summary entry description
Vivera is a plant-based meat substitute and needed convince consumers that, a ‘dirty’ kebab could be just as tasty with a product usually associated with ‘clean’ eating. So we opened the ‘worlds dirtiest kebab shop’. Backed by a pre awareness campaign so dirty we had to censor it, the meat kebab loving British public ate it up.
Entry video
Entry credits
[{"firstName": "Joe", "lastName": "Kaloczi", "jobTitle": "Creative", "company": "Zeal Creative Ltd", "email": "", "linkedin": ""}, {"firstName": "Emma", "lastName": "Bromley", "jobTitle": "Creative\xa0", "company": "Zeal Creative Ltd", "email": "", "linkedin": ""}, {"firstName": "Kevin", "lastName": "Frost", "jobTitle": "Creative Director", "company": "Zeal Creative Ltd", "email": "", "linkedin": ""}, {"firstName": "Dannielle", "lastName": "Wood", "jobTitle": "Designer", "company": "Zeal Creative ltd", "email": "", "linkedin": ""}]
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Company or team name
Zeal Creative.
Summary entry description
Families are struggling with rising food prices, raising disabled children or just falling upon tough times. McCain partnered with family Fund to raise £1 million, providing 150,000 grants for essentials. We asked children to draw our Home Chip packs with the winner having their artwork printed on all 18 million packs communicating our mission, supported with a full 360 campaign.
Entry video
Entry credits
- Joe Kaloczi, Creative, Zeal Creative
- Kevin Frost, Creative Director, Zeal Creative
- Dave Hughes, Creative Group Head, Zeal Creative
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Company or team name
krow Central
Summary entry description
Our LIFE MORE FLAVOURED campaign celebrates everything that it means to be British Asian today. Exploring the richness, sharing the joy. Embracing how South Asian backgrounds flavour the British experience. It’s a dynamic blend of cultures that changes all the time. With many choosing to dial different influences up or down to make life more varied and vibrant. We found real British Asian people with real stories. People that think of themselves as 100% British, 100% Asian. All had amazing lives, with many incredible parts to them. We made them the stars of our campaign. The campaign was created by second generation South Asian creatives… directors, photographers and musicians. Running across TV, outdoor, digital & social media, POS and events.
Entry video
Entry credits
- Steve Smith, Senior Copywriter, krow Central
- Beth Douglas, Midweight Designer, krow Central
- Mike Wykes, Senior Designer, krow Central
- Ashika Chauhan, Executive Digital Creative Director, krow Central
- Paul Wallett, Executive Creative Director, krow Central
- Harman Randhawa, Business Director, krow Central
- Lydia Wood, Content Creative, krow Central
- Mihir Vaja, Front-End Developer and Motion Designer, krow Central
- Jamie Smith, Senior Front-End Developer and Motion Designer, krow Central
- Joe Heeley, Senior Digital Designer, krow Central
- Ilaria Rega, Senior Account Manager, krow Central
- Billie Bogg, Production Manager, krow Central
- Andrew Mackenzie, Senior Artworker, krow Central
- Conrad Pantony, Senior Creative Artworker, krow Central
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Company or team name
We Are Sync
Summary entry description
It started with a phone call…
“Can you just help us develop an activation to replace our Wimbledon sponsorship and modernise perception of the brand? No one else has been able to crack it.”
Using AR and geo-caching technology we created a fun, nationwide treasure hunt inspiring families to get out and about, find virtual fruit in local green spaces and put Robinsons in their water bottles.
The mechanic was simple:
- Scan the QR code on 19 million packs
- Find virtual pins
- Uncover the fruit
- Fill their virtual bottle to win prizes
Research was overwhelmingly positive. Supported by a 360 campaign, parents loved the use of tech to get their kids out and about:
- 72,000 interactions – average 12.5 mins each
- Highest ever in-store F&D (+9% YOY)
- Sales +2.4% YOY, adding £2m incremental category growth
- 26.7% household penetration
- Recommissioned for 2023!
Entry video
Entry credits
- John Francis, Creative Director, We Are Sync
- Paul Skeffington, Senior Art Director, We Are Sync
- Gareth Rowe, Strategy Lead, We Are Sync
- Chris Newham, Director, We Are Sync
- Bec Smith, Client Director, We Are Sync
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4
Advertising
Company or team name
Genesis
Summary entry description
This campaign for Lifeline NI was about encouraging people in crisis to open up and talk about their real feelings.
When someone is struggling emotionally, they often try to hide it and pretend everything's okay. They often say "I'm fine" when that's not true. Our campaign dramatised this by showing people literally hiding what they're thinking.
We showed a 'thought bubble' (the design of which actually comes from Lifeline's logo) and, at first glance, it looks like the person's thinking "I'm okay" but on closer inspection you can see the person is literally covering up the truth.
Entry video
Entry credits
- Darren Lyttle, Creative Director, Genesis
- Eoin Alexander, Head of Copy, Genesis
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Company or team name
krow Central
Summary entry description
Our LIFE MORE FLAVOURED campaign celebrates everything that it means to be British Asian today. Exploring the richness, sharing the joy. Embracing how South Asian backgrounds flavour the British experience. It’s a dynamic blend of cultures that changes all the time. With many choosing to dial different influences up or down to make life more varied and vibrant. We found real British Asian people with real stories. People that think of themselves as 100% British, 100% Asian. All had amazing lives, with many incredible parts to them. We made them the stars of our campaign. The campaign was created by second generation South Asian creatives… directors, photographers and musicians. Running across TV, outdoor, digital & social media, POS and events.
Entry video
Entry credits
- Steve Smith, Senior Copywriter, krow Central
- Paul Wallett, Executive Creative Director, krow Central
- Harman Randhawa, Business Director, krow Central
- Mike Wykes, Senior Designer, krow Central
- Beth Douglas, Midweight Designer, krow Central
- Ashika Chauhan, Executive Digital Creative Director, krow Central
- Lydia Wood, Content Creative, krow Central
- Mihir Vaja, Front-End Developer and Motion Designer, krow Central
- Jamie Smith, Senior Front-End Developer and Motion Designer, krow Central
- Joe Heeley, Senior Digital Designer, krow Central
- Ilaria Rega, Senior Account Manager, krow Central
- Billie Bogg, Production Manager, krow Central
- Andrew Mackenzie, Senior Artworker, krow Central
- Conrad Pantony, Senior Creative Artworker, krow Central
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Company or team name
The Leith Agency
Summary entry description
We interviewed various people living with Long Covid, each one told of their daily struggle and ordeal, how each day had now become a constant drawn out battle. Rather than distilling their experience down into a single headline, we decided to tell their full story. The end result is a 13ft OOH ad with over 3,000 words, each one encapsulating a patient's struggles.
Entry credits
- Chris Watson, Deputy Creative Director, The Leith Agency
- John McPartland, Creative Director - Health, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
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Company or team name
The Leith Agency
Summary entry description
Prolonged heading of the ball throughout a player's career means that footballers are 5 times more likely to develop dementia. However it can be hard for people to see the damage heading causes.
To highlight the effect that repetitive heading has, we show the most memorable moments in football of people who developed dementia.
Football's were hit against the images at the average speed a professional would head the ball, thousands of times, representing the average times a player heads the ball during their career. And visualising how the brain becomes damaged over time.
Entry video
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Chris Watson, Deputy Creative Director, The Leith Agency
- Joe Sayer, Art Director, The Leith Agency
- Marion Miranda, Copywriter, The Leith Agency
- Scott Clarkson, Videographer, The Leith Agency
- Neil Williams, Head of Production, The Leith Agency
- Dan Austin, Editor, The Leith Agency
- Kyle Gaffney, Editor, The Leith Agency
- Cori Schwabe, Business Director, The Leith Agency
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8
Art Direction
Company or team name
The Leith Agency
Summary entry description
Whilst record temperatures hit the UK, many warnings focussed on a limited few days of extreme temperatures. However, exposure to high UV rays creates a constant risk of skin cancer. We needed to remind people of the importance of sunblock and staying shaded whenever possible.
We created posters made from specialized paper that reacts to UV rays. When exposed, the paper itself darkens and burns. We printed warnings onto the paper using sunblock, showing how important it can be in protecting your skin.
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Joe Sayer, Art Director, The Leith Agency
- Marion Miranda, Copywriter, The Leith Agency
- Cori Schwabe, Business Director, The Leith Agency
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Company or team name
Havas Lynx Group and Arnold
Summary entry description
Imagine not being able to enjoy food – because you struggle to swallow it. All around the world, people with undiagnosed eosinophilic oesophagitis (EoE) dread their next mouthful. Swallowing a small bite can feel like an entire meal because their oesophagus is inflamed.
They desperately want to know what’s happening. But with little awareness of EoE, instead they put the blame on poor eating habits or anxiety.
We’re changing that.
‘It could be EoE’ prompts people to see their symptoms as a sign of something bigger: a persistent health condition.
Blending visceral CGI and photography, we capture the physicality and mental burden of EoE. Tensed faces. Straining skin. Lighting that exaggerates the anxiety and isolation. A distressed font, rough linework. Every element of the ad is uncomfortable: which is exactly what EoE feels like.
This was about using the power of an unignorable visual to change perspectives, and lives.
Entry credits
- Alex Telfer, Photographer, Peter Bailey
- Angus Prior, Creative Director, Havas Lynx Group
- Rob Jenkins, Creative Director, Havas Lynx Group
- Millie Kelly, Senior Designer, Havas Lynx Group
- Honor Farmer, Junior Creative, Havas Lynx Group
- Jasmine Pears, Junior Creative, Havas Lynx Group
- Elizabeth Brisbane, Junior Designer, Havas Lynx Group
- Bart Jermalonek, Junior Designer, Havas Lynx Group
- Laura Walsh, Senior Account Director, Havas Lynx Group
- April Dawson, Account, Director
- Zainab Bello, Account Manager, Havas Lynx Group
- Claire Gannon, Senior Medical Writer, Havas Lynx Group
- Sophia Khan, Junior Medical Writer, Havas Lynx Group
- Mary Parker, Senior Planner, Havas Lynx Group
- Gabby Jurkeviciute, Research Executive, Havas Lynx Group
- Jim Westbrook, Head of Artwork, Havas Lynx Group
- Nicholas Pearson, Artworker, Havas Lynx Group
- Linda Watson, EVP Group Account Director, Arnold
- Darrin Abrams, EVP Executive Creative Director, Arnold
- Cynthia Herrli, ECD Head of Design, Arnold
- Max Millington, Senior Art Director, Arnold
- Ian Bae, Senior Copywriter, Arnold
- Carla Hansen, Senior Copywriter, Arnold
- Ariel Lieberman, Senior Art Director, Arnold
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Company or team name
The & Partnership Manchester
Summary entry description
A series of posters launching the Transpennine Route Upgrade – a rail development project making trains across the North faster, greener and more frequent. The campaign highlights the long-term benefits of the scheme by mixing life-sized objects within a handmade miniature world.
Entry image
96 TRU ARTDIRECTION 1.pdf
Entry credits
- Faye Gibbon, Art Director, The & Partnership Manchester
- Emily Beech, Copywriter, The & Partnership Manchester
- Andy Bunday, Creative Director, The & Partnership Manchester
- Ben Connell, Account Director, The & Partnership Manchester
- Richard Brown, Account Manager, The & Partnership Manchester
- Jakub Pieta, Still Producer, The & Partnership Manchester
- Matthew Daye, Director of Photography, Passion Pictures
- Tom OMeara, Art Director, Passion Pictures
- Sam Hope, Producer, Passion Pictures
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Company or team name
Studio Something
Summary entry description
After 10 years of making outdoor pizza ovens, it was time to bring the pizza party indoors. We helped Ooni launch their first electric oven, the Volt with a vibrant suite of stills and films set in a vibrant, ingredient-inspired world that united the joy of making pizza with the polish and discipline of the oven's design.
Entry credits
- Emma Lally, Creative Director, Studio Something
- Ken Clark, Design Director, Studio Something
- Tracey Paxman, Head of Agency, Studio Something
- Claire Blackwood, Account Director, Studio Something
- Linsey Romano, Producer, Studio Something
- David Marquez, Photographer, (Self)
- James Hancock, Producer, Hancock & Handsome
- Iona Blackshaw, Food Stylist, (Self)
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Company or team name
MadeBrave
Summary entry description
As the pandemic pushed people to work from home in spaces that could benefit immensely from better light and ventilation, VELUX saw an emerging opportunity. Most people felt their workspaces were good enough, seemingly oblivious to the benefits that better lighting ventilation and atmosphere can have on both productivity and well-being.
So we worked with VELUX to showcase the transformative power of VELUX roof windows in homeworking spaces. Our campaign dramatised how daylight breathes new life into workspaces and inspired our audience to seek out VELUX windows specifically for their home renovation projects.
Entry video
Entry credits
- Robert Scobie, Group Account Director , MadeBrave
- Mark Cullen, Head of Strategy , MadeBrave
- Al Sakickas, Strategist, MadeBrave
- Emma Houston, Head of Comms Planning, MadeBrave
- Paloma Pini-Reed, Creative Director, MadeBrave
- Steven Hadden , ECD, MadeBrave
- Paul Kirkley, Managing Director, MadeBrave
- Emma Stewart, Designer, MadeBrave
- Lamour Nash, Project Manager, MadeBrave
- Andrew Thorne, Producer, MadeBrave
- Teo Guillem, Director , DVEIN
- Carlos Pardo, Director, DVEIN
- Montse Urniza, Producer, Sauvage
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Company or team name
Drummond Central
Summary entry description
Triumph’s already beautiful bikes had been made even more desirable and sought after with the addition of chrome elements. The bikes are so breath-taking, that we wanted to show them from every angle, and capture multiple points of interest in single images. The art direction flaunts their stunning looks even more, as well as reinforcing Triumph’s enviable position as market leader: renowned for premium quality with exceptional finish and detailing.
We brought the craft, that pursuit of perfection, and the absolute beauty of these bikes to life on a global scale through a timely global product launch campaign.
Entry video
Entry credits
- Kev Hughes, Creative Director, Drummond Central
- Dan Scott, Senior Art Director, Drummond Central
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Company or team name
The Leith Agency
Summary entry description
Prolonged heading of the ball throughout a players career means that footballers are 5 times more likely to develop dementia. However it can be hard for people to see the damage heading causes.
To highlight the effect that repetitive heading has, we show the most memorable moments in football of people who developed dementia.
Football's were hit against the images at the average speed a professional would head the ball at thousands of times, representing the average times a player heads the ball during their career. Visualising how the brain becomes damaged over time.
Entry video
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Chris Watson, Deputy Creative Director, The Leith Agency
- Joe Sayer, Art Director, The Leith Agency
- Marion Miranda, Copywriter, The Leith Agency
- Scott Clarkson, Videographer, The Leith Agency
- Neil Williams, Head of Production, The Leith Agency
- Dan Austin, Editor, The Leith Agency
- Kyle Gaffney, Editor, The Leith Agency
- Cori Schwabe, Business Director, The Leith Agency
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Company or team name
Krow
Summary entry description
With adventures come memories. So we sought to remind campers that with Volkswagen accessories, they can make the best kind of memories – ones that stick with them for a lifetime. Whether they were seeking a bit of luxury or just looking to style it out, our campaign rewarded campers sense of adventure. Custom-created sew-on badges gave our campaign a warm, familiar and playful tone and helped us pitch our campaign tent far, far away from the usually chilly, downtrodden world of vehicle aftersales.
Entry credits
- Mark Lees, Creative Director, Krow Central
- Kieran Ainsworth, Senior Copywriter, Krow Central
- Mike Wykes, Senior Designer, Krow Central
- Graeme McMurray, Senior Account Director, Krow Central
- Kyriakos Sachinidis, Senior Account Manager, Krow Central
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5
Audio
Company or team name
Jaywing
Summary entry description
ADT’s monitored alarm systems are the ideal way to protect your home while you’re away on holiday. But how do you get people to think about home security when they’re more interested in booking a beach getaway? With ADT Holidaymakers, we hijacked the language of tourism advertising to show how an unalarmed home is a burglar’s dream destination.
Entry video
Entry credits
- Karl Stones, Executive Creative Director, Jaywing
- Dan Madden, Creative Director, Jaywing
- Matt Eastwood, Creative Director, Jaywing
- Tom Lines, Head of Copy, Jaywing
- Ellie Evans, Copywriter, Jaywing
- Will Heldt, Art Director, Jaywing
- Fran Martin, Senior Planner, Jaywing
- Chloe Womersley, Designer, Jaywing
- Amy Ball, Account Director, Jaywing
- Jack Locke, Senior Account Manager, Jaywing
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Company or team name
Dentsu Creative
Summary entry description
Heinz Seriously Good mayonnaise is so good, that every sandwich becomes a Heinz sandwich, where the rest of the ingredients pale into insignificance. Contrasting with the lovingly described sandwich, innovative use of the ‘legals’ section of the ad speedily dispenses with the other less important elements of the sandwich: the filling.
Entry video
Entry credits
- Sue Higgs, ECD, Dentsu Creative
- Owen Evans , Copywriter, Dentsu Creative
- Woody Woods, Art Director , Dentsu Creative
- Lucy Barnes , Account Manager , Dentsu Creative
- Jenna Livesey , Account Director , Dentsu Creative
- Sophie Frais , Designer , Dentsu Creative
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Company or team name
MadeBrave
Summary entry description
As both perceptions and actual usage rates of bus travel continued to decline nationwide, First Bus took the decisive action to reverse the trend. They came to us for a campaign that would make the people of Scotland see the benefits of bus travel over car travel and go back to gracing bus seats with their bahookies.
Our campaign #CarFree, played cars at their own game — by showing that they don't actually free us up as much as we might think. By tackling the downsides of car travel in a tongue-in-cheek way, through a rehab group of people giving up car travel, we got people laughing, talking about the benefits of bus travel, and ultimately, making First Bus their first choice for travel.
Entry video
Entry credits
- Steven Hadden , ECD, MadeBrave
- Brian McKay, Copywriter, MadeBrave
- Stu Lonsdale, Art Director, MadeBrave
- Emma Strain, GAD, MadeBrave
- Carol ORiordan , Account Manager, MadeBrave
- Emma Stewart, Designer, MadeBrave
- Al Sakickas, Strategist, MadeBrave
- Emma Houston, Head of Comms Planning, MadeBrave
- Nathan White, Comms Planner, MadeBrave
- Ewan Fletcher, Director, MadeBrave
- Lars Myrvang, Editor, MadeBrave
- Linsey Romano, Producer, MadeBrave
- Emer Ross, Junior Producer, MadeBrave
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Company or team name
Cogent
Summary entry description
Black Friday has become a way for brands to pressure people into buying stuff they don't need. Melitta - the maker of high-end coffee machines - asked to do it differently.
We wanted Melitta's Black Friday to be as relaxing as sipping a cup of their coffee. So we created the most relaxing Black Friday Sale. It ran from October to Boxing Day, letting people take their time, choose their perfect machine and Savour the Savings.
To promote the sale, we created some relaxing Spotify radio ads. We used the audio technique ASMR, proven to give people a warm tingling sensation. The effect was produced through soothing sounds - coffee beans falling, coffee machines steaming and oat milk pouring. At the same time, a female voiceover described the sale in a hypnotic whisper - mesmerising for those listening through headphones, hearing her voice drift from one ear to the other.
Entry video
Entry credits
- Ben Malkin, Digital Marketing Manager, Melitta
- Darren Giles, Creative Director, Cogent
- Dan Neville, Strategy Director, Cogent
- Mark Teece, Senior Copywriter, Cogent
- David Finch, Senior Art Director, Cogent
- Beanie Watson, Copywriter, Cogent
- Zara Fatania, Account Director, Cogent
- Gemma Wright, Account Manager, Cogent
- Liza Al-Zir, Producer, Junction 11
- Lucy McDermott, Producer, Junction 11
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Company or team name
Bauer Create
Summary entry description
We created a radio promo (and matching social film) using poetic copy to promote Bauer Media’s coverage of Scotland’s delayed World Cup Playoff against Ukraine. Happening just months after the war began, we wanted to create something that put the match stakes in perspective and raised awareness of how people could donate directly to the Ukranian people. This was the third year of our 'We All Go Together' campaign, until this point designed to build hype and to build hope around Scotland's resurgence on the international football scene - but these playoffs presented a different challenge. To capture the right amount of competitive pride and desire to see Scotland reach their first World Cup in 24 years, and the right amount of perspective against the backdrop of a global tragedy. In the end, we felt only one truly mattered.
Entry video
Entry credits
- Gary Lamont, Head of Creative, Bauer Media Group
- Ellen Macdonald, Designer, Bauer Media Group
- Daniel Sherratt, Video Producer, Bauer Media Group
- Victoria Easton-Riley, Content Director, Bauer Media Group
- Mark Cowan, Music Producer, Bauer Media Group
- Allan Davidson, Senior Creative Producer, Bauer Media Group
- Cheyne Hewitson, Digital Editor, Bauer Media Group
- Colin Reid, Head of Marketing (Scotland), Bauer Media Group
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6
B2B
Company or team name
Cygnus
Summary entry description
Eternit have been experts in their field for over 100 years, creating roofs that help increase ventilation, reduce noise and condensation. From our insights, we knew that creating better environments for their livestock is paramount to farmers, because their livelihood depends on it. We wanted to create a message that meant they could sleep easy in the knowledge that Eternit are there to support them at every stage of the project. With “We've got you covered”, we have created a clever play on the product itself, and also the service offering which covers in-depth consultation, planning, implementation and a lifetime product guarantee. Photography and video production took place over a day, using farmers that have benefited from Eternit, in real operational farms, using their livestock, ultimately resulting in a campaign that authentically spoke to their audience. The multi-channel campaign used film, print, digital and 3D animation.
Entry video
Entry credits
- Jamie Rayner, Creative Director, Cygnus
- Laura Mills, Head of Client Services, Cygnus
- Mat Kramer Kramer, Senior Conceptual Creative, Cygnus
- Toby Bryan, Head of Business Development, Cygnus
- Rob Baldwin, European Marketing Manager, Eternit
- Raheela Hussain, Marketing Manager, Eternit
- Rick Friers, Director, FreshCut
- Stuart Rowen, Director, Rowen Photography
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Company or team name
Ginger Root
Summary entry description
Meet the Hazards was a light-hearted take on a typical internal health and safety campaign, designed for Elexon, under the tagline of ‘take care, be aware’.
Elexon provided Ginger Root with a brief for an internal campaign that would educate employees on potential accidents and incidents that can easily occur in the office.
Three concepts were provided, each designed to engage with employees and break the typical mould of health and safety communications.
To further support the chosen design and maximise engagement, the creative team suggested a short animation which would feature the characters and could be featured on screens and monitors across Elexon’s offices.
The new characters were introduced through movie-inspired posters and ‘trailer’ which were educational but fun.
The campaign included a separate visual identity that incorporated elements of Elexon’s existing visual identity, creation of five characters, indoor posters, vinyl stickers and a short, animated film.
Entry video
Entry credits
- Alex Crabtree, Creative Director, Ginger Root
- Daniel Agnew, Creative, Ginger Root
- Paul Richardson, Head of Studio, Ginger Root
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Company or team name
The Leith Agency
Summary entry description
In the world of medicine, we tend to see ‘results’ in coldly clinical terms: diagnostics, charts and numbers. We needed to re-frame results as human outcomes, to show the way medical innovation benefits real people, living real lives, in the real world. All aimed at promoting the value of innovation to Pharmaceutical companies and governing bodies in Europe. We used medical grade X-ray film to capture images of different people whose stories are the living proof of the power of medical innovation. After scanning the film, we displayed each frame on a hospital light box, creating a stop-frame animation that brought those human results of medical progress to life in black and white. Presented to pharmaceutical companies and organisations at the EFPIA 2022 Conference, including the EU Health Commissioner.
Entry video
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Colin Montgomery, Copywriter, The Leith Agency
- Vinnie Walsh, Art Director, The Leith Agency
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Company or team name
Stein IAS
Summary entry description
Cushing’s syndrome kills over a million dogs each year and seriously impairs the lives of many more. The problem – symptoms are often mistaken for normal ageing or even bad behavior. It makes dogs urinate more, eat more, malt more, pant more and sleep more. So, this debilitating disease sneaks up like a thief in the night and robs dogs of long and healthy lives. The mission was to make sure vets catch this disease before it’s too late.
Entry video
Entry credits
- The Team, at, Stein
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Company or team name
Aspect Film and Video Ltd
Summary entry description
We created Jeff, the unlikely factory hero, who inadvertently saves the day by ordering a part from EU Automation. The video starts with Jeff arriving at work, completely unaware of why he is getting so much attention, he is bewildered at his colleague’s enthusiastic greetings. He is ushered to the factory floor by his colleagues where he encounters the whole team waiting to surprise him. The crowd goes crazy for Jeff. He is crowned as hero of the factory and comes to embody his new found status. The audience is kept guessing as to why Jeff is indeed a hero until the very end where we cut to 24hrs earlier where Jeff is seen casually ordering a part from EU.
In a world of very corporate and technical content, Jeff’s emotional journey and sense of humour has really stood out.
Entry video
Entry credits
- Alice Panerai, Director, Aspect Film and Video Limited
- Luke Glen, Producer, Aspect Film and Video Ltd
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Company or team name
The Traveller and the Bear
Summary entry description
We wanted to reflect SQ1’s unique approach to law. No talking heads to camera. No ‘telling’ people how different they are. No following corporate and industry conventions. Using a spoken word poet and dancer together with a jazz drummer to tell a story of fearlessness, integrity and the conviction to stand up for what you believe in.
Entry video
Entry credits
- Pauly Barton , Copywriter, The Traveller and the Bear
- Mark Lediard, Director, Mark Lediard
- Garrod Kirkwood, Photographer, Garrod Kirkwood
- Marcus de Jesus, Creative, The Traveller and the Bear
- Antonio Bachini, Creative Director, The Traveller and the Bear
- Claire Knight, Managing Director, The Traveller and the Bear
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6
Brand Design
Company or team name
RBH
Summary entry description
BUCKT is the UK’s only mystery ticket subscription service, offering customers the opportunity to try exciting new activities every month, for a fraction of the prices. An attractive proposition that wasn’t reflected in their visual identity. It was stale, lacked enthusiasm and didn’t represent the brand or their target audience. We created an exciting, energetic and memorable new visual identity and launch campaign.
Entry video
Entry credits
- Ash Kinsella, Creative head, RBH
- Oli Cantrill, Creative, RBH
- Jessica Bennett, Creative, RBH
- Charlotte McCann, Account director , RBH
- Natalie Griffiths, Group Account Director, RBH
- Joe Hepburn, Insight and innovation partner, RBH
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Company or team name
BAGGI
Summary entry description
Ever tried vegan cheese? Then you’ll know there’s a problem. The last decade has seen a huge rise in delicious-tasting milk and meat alternatives, leaving one big, wedge-shaped gap in the cheese market. Founder Mike Moore started Honestly Tasty in 2018 to fill that gap – to blaze a trail and prove mouth-watering plant-based cheese is possible.
BAGGI were inspired by the innovative process, love and care that goes into crafting each cheese. It was essential to design a brand that finds the right balance between being an artisan, premium cheese combined with the playful personality of the company and its customers. One that feels like a young, good quality, plant-based cheese brand that tastes just as good as its dairy equivalents and is as easily accessible – plant-based, packed with taste.
Since the relaunch, Honestly Tasty is now stocked in Ocado, Holland & Barrett, and M&S from April.
Entry credits
- Mark Baxter, Founder, BAGGI
- Esther Lawrence, Creative Director, BAGGI
- Dan Forster, Lettering Artist, Dan Forster Studio
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Company or team name
Zeal Creative
Summary entry description
As the pandemic eased, we needed to reunite. For the first time, we rebranded Aero to ShAero, inviting shoppers to get back together and ShAero great times. The campaign reached 53 million shoppers with a 34.5% sales uplift. We also activated the campaign at the UK’s biggest bubble the O2 and provided an exclusive campaign for movie goers at ODEON.
Entry video
Entry credits
- Dave Hughes, Creative Group Head, Zeal Creative
- Kevin Frost, Creative Director, Zeal Creative
- Mike Marshall, Creative Service Director, Zeal Creative
- Cat Jameison, Designer, Zeal Creative
- Emma Bromley, Copywriter, Zeal Creative
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Company or team name
The Collaborators
Summary entry description
With half the carbon footprint of regular milk chocolate and the objective to disrupt the mainstream chocolate aisle, Ombar Oat M’lk needed impact.
We created a bold, uplifting type-led design centred metaphorically and literally around the Earth.
The result: Oat M’lk demands attention, then happily persuades people to ‘eat the change they want to see’ one bar at a time.
Entry credits
- Alex Ririe, Director , The Collaborators
- Mary Lewis , Creative Director , The Collaborators
- Annabelle Bradford , Designer , The Collaborators
- Chris Ellis, Artwork & Production , The Collaborators
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Company or team name
Stand
Summary entry description
The Union Cycliste Internationale (UCI) is the global governing body for cycling. In 2023 they will bring together all 13 UCI cycling world championships into one enormous event. And the first-ever host destination will be Glasgow and Scotland.
This will be the biggest cycling event the world has ever seen. Glasgow and Scotland will welcome a million spectators. A billion more will watch - and be inspired - around the world.
But more than that, this is about leveraging an elite sporting event to inspire nationwide social change.
Entry video
Entry credits
- Maggie Croft, MD, Stand
- David Tolmie, Art Director, Stand
- Macario De Los, Designer, Stand
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Company or team name
Paragon DCX
Summary entry description
To create a strong connection between the brand and the hotel – our approach to the project was to focus on authentically representing the impressive building, through its architectural features, history and construction materials.
The logo mark for The Municipal Hotel is a modern interpretation of type engraved into sandstone. It reflects how engraved letters look after 150+ years of weathering – where the fine detail of individual characters slowly erode to form separate, fragmented sections of letter. The end result is an elegant and unique typographic logo mark which links strongly both to the building’s sandstone exterior, and 155-year presence in the city. The vertical shapes within the type also help to echo the iconic entrance pillars which surround the building’s main entrance on Dale Street.
Entry credits
- Stuart Gray, Senior Designer, Paragon DCX
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6
Charity
Company or team name
The Leith Agency
Summary entry description
When in hospital, children's books can play a powerful role in transporting children from the clinical and scary environment to an imaginary world where they can feel safe and happy. We visualised the power of books in a way that shows children immersed in the environment from books.
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
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Company or team name
Havas Lynx Group
Summary entry description
There’s plenty of conversations around checking our boobs, balls, and bums for cancer, but the chat around fannies and gynaecological health is yet to be normalized.
‘Give Your Fanny Five’, a campaign supported by gynae health charity The Lady Garden Foundation, brazenly asks young people with fannies to do just one thing: spend five minutes getting to know their bits.
Entry image
Roses GYFF Charity.pdf
Entry credits
- Lou Shipley, Creative Director, Havas Lynx Group
- Ant Harris, Creative Director, Havas Lynx Group
- Zoe Harris, Creative Director, Havas Lynx Group
- Anna Loveland, Creative, Havas Lynx Group
- Nina Mitchell, Creative, Havas Lynx Group
- Nicola Fletcher, Senior Designer, Havas Lynx Group
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Company or team name
TBWA\MCR
Summary entry description
2022 and the UK experienced the coldest December in a decade, with temperatures plummeting to -10 degrees. Those with homes struggling to heat them, those without, lucky to survive. It was at this moment we noticed an unfortunately placed ad from Waitrose, with the headline ‘Look forward to chilly winter nights’. The ad was directly above one of Manchester’s most notorious homeless spots. We reacted with a disruptive poster that encouraged passers-by to look out for those not looking forward to chilly winter nights and asked them to donate to Depaul. Introducing, The Heart-warming Poster.
Entry video
Entry credits
- Lisa Nichols, ECD, TBWA\MCR
- Gary Fawcett, ECD, TBWA\MCR
- Becci Nadin, Dept CD, TBWA\MCR
- Daniel Bickerton, Head of Design, TBWA\MCR
- Kevin Jones, Head of Studio, TBWA\MCR
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Company or team name
The Leith Agency
Summary entry description
We interviewed various people living with Long Covid, each one told of their daily struggle and ordeal, how each day had now become a constant drawn out battle. Rather than distilling their experience down into a single headline, we decided to tell their full story. The end result is a 13ft OOH ad with over 3,000 words, each one encapsulating a patient's struggles.
Entry credits
- Chris Watson, Deputy Creative Director, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
- John McPartland, Creative Director Health, The Leith Agency
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Company or team name
Cogent
Summary entry description
Mothers’ Day can be an emotional time for those who have experienced premature birth or miscarriage. To be defined as a mum, people often expect to see a baby in arms. But that’s not always a case.
Tommy’s, a charity that provides trusted pregnancy and baby loss support, wanted to show that every experience of motherhood is unique, and what it means to be a mum is completely different. For many it’s a positive pregnancy test. An IVF journey. A scan photo. A kick. A baby they can’t hold yet. A premature birth. Or even coming home with empty hands.
The #WeSeeAMum campaign turns a spotlight on what it truly means to be a mum, whatever journey you’re on, giving parents the courage to share their own personal stories.
Entry video
Entry credits
- Darren Giles, Creative Director, Cogent
- Ian Gathard, MD, Cogent/J11
- Lucy McDermott, Producer, Junction 11
- Kate Templar, Head of Account Management, Cogent
- Victoria Steele, Account Director, Cogent
- Shelley Odell, Designer, Cogent
- Kieran Ainsworth, Creative, Cogent
- Leanne Ainsworth, Creative , Cogent
- Tom Newsham, Editor, Cogent
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Company or team name
The Leith Agency
Summary entry description
Prolonged heading of the ball throughout a players career means that footballers are 5 times more likely to develop dementia. However it can be hard for people to see the damage heading causes.
To highlight the effect that repetitive heading has, we show the most memorable moments in football of people who developed dementia.
Footballs were hit against the images at the average speed a professional would head the ball, thousands of times, representing the average times a player heads the ball during their career. It visualised how the brain becomes damaged over time.
Entry video
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Troy Farnworth, SVP, Executive Creative Assistant, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Chris Watson, Deputy Creative Director, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- JOE Sayer, Art Director, The Leith Agency
- Marion Miranda, Copywriter, The Leith Agency
- Scott Clarkson, Videographer, The Leith Agency
- Cori Schwabe, Business Director, The Leith Agency
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6
Consumer Services
Company or team name
Jaywing
Summary entry description
ADT’s monitored alarm systems are the ideal way to protect your home while you’re away on holiday. But how do you get people to think about home security when they’re more interested in booking a beach getaway? With ADT Holidaymakers, we hijacked the language of tourism advertising to show how an unalarmed home is a burglar’s dream destination.
Entry video
Entry credits
- Karl Stones, Executive Creative Director, Jaywing
- Dan Madden, Creative Director, Jaywing
- Matt Eastwood, Creative Director, Jaywing
- Tom Lines, Head of Copy, Jaywing
- Ellie Evans, Copywriter, Jaywing
- Will Heldt, Art Director, Jaywing
- Fran Martin, Senior Planner, Jaywing
- Chloe Womersley, Designer, Jaywing
- Amy Ball, Account Director, Jaywing
- Jack Locke, Senior Account Manager, Jaywing
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Company or team name
BGN
Summary entry description
Total Fitness’ great value health clubs and community-driven approach means that everyone feels empowered to succeed, whatever their focus is.
For their January 2023 recruitment campaign, we wanted to continue the celebrations from Christmas into January. Creating a concept that celebrates any kind of gym win, encouraging members of all ages and abilities, to join a gym which supports them, no matter how big or small their goals.
Leaning into the feel-good fun personality and welcoming community feel, we created a campaign which aimed to continue the celebrations through December and into January.
“Celebrate every win” supports any gym goal. We created a memorable moment within each video, slowing our gym go-ers celebrations right down to capture that elated (yet exaggerated) feeling of breaking through.
These celebratory moments were coupled with a playful script to bring through the feel-good tone of voice Total Fitness adopts.
Entry video
Entry credits
- David Newton, Creative Director, BGN
- Paul Bailey, Client Services Director, BGN
- Mel Yates, Lead Creative, BGN
- Rachael Jebb, Account Manager, BGN
- Francesca Smith, Designer, BGN
- Nick Mcloughlin, Motion Designer, BGN
- Matt Barraclough, Director, ABF Pictures
- John Vaughan, Producer, ABF Pictures
- James Bebbington, Director of Photography, ABF Pictures
- Ellis Healy, Production Manager, ABF Pictures
- Paul Ambler, Editing, ABF Pictures
- Owen Juice, Photographer, ABF Pictures
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Company or team name
MISSION
Summary entry description
What better partner than Mecca Bingo to sponsor Celebrity Lingo. Not just because they rhyme… but because our audience loves a game too. So we made 14 prime-time idents that brought Mecca’s Let’s Play mantra to life. A simple game with a cheeky voiceover. And something our viewers could play along with too. BINGO.
Entry video
Entry credits
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Company or team name
Meanwhile
Summary entry description
Iceland don’t have the budget of the big supermarkets, so they needed to not just create cut through at the busiest time of the year, but also make a noise to capitalise on the biggest clash of the year – Christmas and the World Cup. So we got the man who has been officially announcing the arrival of Christmas in the UK since the 1970s, Noddy Holder, and put him on hold. He’d have to wait until the football was done, we’d celebrated that, and were ready as a nation to properly start Christmas – which was basically as soon as England went out....
Entry video
Entry credits
- Tim Jones, Creative Director, Meanwhile
- James Cross, Creative Director, Meanwhile
- Al Marchant, Managing Director, Meanwhile
- Joe Gummett, Head of Design, Creative & POS, Iceland Foods
- Caspar Nelson, Managing Director, Iceland Foods
- Chris Cottam, Director, Chief Productions
- Colin Offland, Executive Producer, Chief Productions
- Nick Crossley, Senior Producer, Chief Productions
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Company or team name
Havas CX helia
Summary entry description
Faced with the shocking fact that 47% of UK adults lack confidence in managing their money, we planned an integrated comms experience around the key moments in our customers' financial lives. Applying insight and personalisation to make every communication genuinely helpful, informative, and inspirational. We called it 'On the Money'. Our aim was to design a customer experience through 1-2-1 channels: a programme that worked to build individual customer confidence through personalised insights and recommendations. A monthly Payday Eve email helped customers take regular stock of their finances, while New Year and Mid-Year playbacks identified personalised financial opportunities based on recent behaviour. The average CTD rate for these emails was almost 3x the Financial Services benchmark, with customer dwell time post-click more than double the FS benchmark. What's more, customers took meaningful actions after these communications told us how the programme makes them feel more favourably about the brand.
Entry video
Entry credits
- Ben Knight, Executive Creative Director, Havas CX helia
- Claire Hutchinson, Account Director, Havas CX helia
- Jon McWee, Experience Lead, Havas CX helia
- Laura Burnell, Senior Account Manager, Havas CX helia
- Nadia Mkinsi, Senior Planner, Havas CX helia
- Ben Matthews, Planning Director, Havas CX helia
- Tim Bax, Head of Copy, Havas CX helia
- James Casey, Client Partner, Havas CX helia
- Tony Weller, Senior Copywriter, Havas CX helia
- Ashley Kursey, Midweight Designer, Havas CX helia
- Alex Barnett, Midweight Designer, Havas CX helia
- Rosalind Hadley, Midweight Copywriter, Havas CX helia
- Lynne Smith, Proofreader, Havas CX helia
- Sarah Betteridge, Senior Marketing Manager, Lloyds Banking Group
- Libby Anderson, Assistant Content Manager, Lloyds Banking Group
- Harriet Saralis, Content Manager, Lloyds Banking Group
- Alana Abrahams, Assistant Content Manager, Lloyds Banking Group
- Chris Davis-Coward, Head of Engagement & Value Generation – Consumer Relationships, Lloyds Banking Group
- Carly Sullivan, Planning Manager, Lloyds Banking Group
- Dan Mogg, Senior Marketing Manager, Lloyds Banking Group
- Jas Kaur, Content Manager, Lloyds Banking Group
- Sophie Perkins, Assistant Content Manager, Lloyds Banking Group
- Ellie Johnson, Assistant Content Manager, Lloyds Banking Group
- Alex Collyer, Planning Manager, Lloyds Banking Group
- Sam Bennet, Assistant Content Manager, Lloyds Banking Group
- Holly Vallerius, Assistant Planning Manager, Lloyds Banking Group
- Yasmin Carpenter, Assistant Content Manager, Lloyds Banking Group
- Nick Baker, Lead Strategist, Stick & Twist
- Anna Laird, Strategy Partner, Stick & Twist
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Company or team name
CHS
Summary entry description
Working with CHS, Petplan launched a campaign to maintain its position as the leading pet insurer in the UK. The campaign's objective was to increase brand recognition and engagement by providing essential advice for pet owners under the creative platform "bitesize best care."
The content was designed to be quick, informative, and educational, tailored for social media platforms, with a particular focus on TikTok. Using a beautiful ecosystem of assets and the power of pet influencers we were able to bring to life a campaign which was successful in bringing together brand messaging and creator advertising in an authentic way.
With significant increases beyond targets, the campaign highlights the potential effectiveness of a well-planned and executed paid social media campaign in increasing brand recognition and driving engagement.
Entry video
Entry credits
- Chloe Rendell, Account Manager, CHS
- Claire Ibbott, Account Director, CHS
- Amy Ratcliffe, Planning Director, CHS
- Zineb Messaoui, Account Planner, CHS
- Sheridan Hurst, Deputy Creative Director, CHS
- Sophie Cooke, Senior Creative, CHS
- Hannah Kent, Creative, CHS
- Alice Bicknell, Creative, CHS
- Sophia Wareham, Senior Creative, CHS
- Luke Biddiscombe, Senior Video Editor, CHS
- Adam Finn, Video Editor, CHS
- Andy Bold, Marketing & Communications Consultant, Allianz
- Lisa Sullivan, Advertising Manager, Petplan UK
- Bal Waraich, Performance Marketing Manager, Allianz
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4
Content
Company or team name
Havas CX helia
Summary entry description
Halifax's brand ambition is to move from a product-centric to a customer-centric approach. Our brief was to build brand engagement above and beyond functional product relationships. We'd do so by getting customers to see their bank as a genuinely useful partner, rather than simply a financial services provider.
Faced with the shocking fact that 47% of UK adults lack confidence in managing their money, we planned an integrated comms experience around the key moments in our customers' financial lives. Applying insight and personalisation to make every communication genuinely helpful, informative, and inspirational. We called it 'On the Money'.
We aimed to design a customer experience through 1-2-1 channels: a programme that worked to build individual customer confidence through personalised insights and recommendations. A monthly Payday Eve email helped customers take regular stock of their finances, while New Year and Mid-Year playbacks identified personalised financial opportunities based on recent behaviour.
Entry video
Entry credits
- Ben Knight, Executive Creative Director, Havas CX helia
- Claire Hutchinson, Account Director, Havas CX helia
- Jon McWee, Experience Lead, Havas CX helia
- Laura Burnell, Senior Account Manager, Havas CX helia
- Nadia Mkinsi, Senior Planner, Havas CX helia
- Ben Matthews, Planning Director, Havas CX helia
- Tim Bax, Head of Copy, Havas CX helia
- James Casey, Client Partner, Havas CX helia
- Tony Weller, Senior Copywriter, Havas CX helia
- Ashley Kursey, Midweight Designer, Havas CX helia
- Alex Barnett, Midweight Designer, Havas CX helia
- Rosalind Hadley, Midweight Copywriter, Havas CX helia
- Lynne Smith, Proofreader, Havas CX helia
- Sarah Betteridge, Senior Marketing Manager, Lloyds Banking Group
- Libby Anderson, Assistant Content Manager, Lloyds Banking Group
- Harriet Saralis, Content Manager, Lloyds Banking Group
- Alana Abrahams, Assistant Content Manager, Lloyds Banking Group
- Chris Davis-Coward, Head of Engagement & Value Generation – Consumer Relationships, Lloyds Banking Group
- Carly Sullivan, Planning Manager, Lloyds Banking Group
- Dan Mogg, Senior Marketing Manager, Lloyds Banking Group
- Jas Kaur, Content Manager, Lloyds Banking Group
- Sophie Perkins, Assistant Content Manager, Lloyds Banking Group
- Ellie Johnson, Assistant Content Manager, Lloyds Banking Group
- Alex Collyer, Planning Manager, Lloyds Banking Group
- Sam Bennet, Assistant Content Manager, Lloyds Banking Group
- Holly Vallerius, Assistant Planning Manager, Lloyds Banking Group
- Yasmin Carpenter, Assistant Content Manager, Lloyds Banking Group
- Nick Baker, Lead Strategist, Stick & Twist
- Anna Laird, Strategy Partner, Stick & Twist
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Company or team name
Bauer Create
Summary entry description
We created an animated social film and radio promo using poetic copy to promote Bauer Media’s coverage of Scotland’s delayed World Cup Playoff against Ukraine. Happening just months after the war began, we wanted to create something that put the match stakes in perspective and raised awareness of how people could donate directly to the Ukranian people. This was the third year of our 'We All Go Together' campaign, until this point designed to build hype and to build hope around Scotland's resurgence on the international football scene - but these playoffs presented a different challenge. To capture the right amount of competitive pride and desire to see Scotland reach their first World Cup in 24 years, and the right amount of perspective against the backdrop of a global tragedy. In the end, we felt only one truly mattered.
Entry video
Entry credits
- Gary Lamont, Head of Creative, Bauer Media Group
- Ellen Macdonald, Designer, Bauer Media Group
- Daniel Sherratt, Video producer, Bauer Media Group
- Victoria Easton-Riley, Content Director, Bauer Media Group
- Mark Cowan, Music Producer, Bauer Media Group
- Allan Davidson, Senior Creative Audio Producer, Bauer Media Group
- Cheyne Hewitson, Digital Editor, Bauer Media Group
- Colin Reid, Head of Marketing (Scotland), Bauer Media Group
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Company or team name
Cogent
Summary entry description
SPOTiCAR - the home of approved used cars - wanted to put on a 10-day sales event at the end of January. Their reason was clear - it's a quiet time of year. But there was no reason for people to come - no offer, no incentive. We needed to find something else that would capture people's attention.
The football transfer window opens every January - with buzz from fans talking about which clubs will strike a deal. It was a similar audience to those who might be interested in switching their car. So we turned a random 10-day sales event into the SPOTiCAR TRANSFER WINDOW.
The heroes of the campaign were these Harry Redknapp-inspired social films, shot on a bootstring.
- National website traffic: 14% uplift
- Product page views: 15% uplift
- Leads: 47% uplift vs same period last year
- Label Sales: 22% uplift
Entry video
Entry credits
- Sarah Speed, Marketing Manager, SPOTiCAR / Stellantis
- Arun Singh, Digital Marketing Manager, SPOTiCAR / Stellantis
- Darren Giles, Creative Director, Cogent
- Dan Neville, Strategy Director, Cogent
- Mark Teece, Senior Copywriter, Cogent
- David Finch, Senior Art Director, Cogent
- Beanie Watson, Copywriter, Cogent
- Tea Di Giacomo, Art Director, Cogent
- Sam Armistead, Head of Design, Cogent
- Mark Ross, Senior Designer, Cogent
- Nick Lyons, Designer, Cogent
- Charlotte Holmes, Account Director, Cogent
- Laura Jones, Account Director, Cogent
- Alice Ward, Content Creator, Junction 11
- Lucy McDermott, Producer, Junction 11
- Kitty Norwell, Producer, Junction 11
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Company or team name
Stein IAS
Summary entry description
Cushing’s syndrome kills over a million dogs each year and seriously impairs the lives of many more. The problem – symptoms are often mistaken for normal aging or even bad behavior. It makes dogs urinate more, eat more, malt more, pant more and sleep more. So, this debilitating disease sneaks up like a thief in the night and robs dogs of long and healthy lives. The mission was to provide vets with a content experience that would help them crack a case of Cushing’s.
Entry video
Entry credits
- The Team, at, Stein
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9
Copywriting
Company or team name
Baxter & Bailey
Summary entry description
Cardiff Metropolitan University (CMU) is a small community with a strong sense of belonging. But it also sits within a global capital, a city filled with world-class arts and culture. When CMU asked us to create a campaign that would show prospective students why the university is so special, we used 'the capital': as a place of ideas, a concentration of culture. A distinctive place that sums up the spirit of something larger. And since CMU is a place where you can become your best self, we branded it: The Capital of You. We were tasked with creating a campaign that would use CMU's uniquely local-but-global character to attract high-performing students in a highly competitive marketplace. The campaign had to work across multiple platforms, from bus stops to digital banners. It had to work when translated into Welsh and be flexible to remain relevant over the next three years.
Entry video
Entry credits
- Alex Whittaker, Strategist, Baxter & Bailey
- Kate van der Borgh, Writer, Kate van der Borgh
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Company or team name
Havas Lynx Group and TBWA
Summary entry description
A hair touch here, an age joke there, a misplaced ‘compliment’ or ‘harmless’ banter, these gestures and comments are sadly commonplace in the advertising industry, and for many they have become routine. To create key actions and solutions to address inequality, we first need comprehensive data and fresh insights direct from existing industry talent.
Collaborating with ED&I groups, we turned powerful insights into authentic narratives, communicating the lived experiences of various demographics working in the UK advertising industry by using the relatable visual device of a work calendar.
Showcasing the everyday challenges for a diverse range of talent across our industry, we encouraged industry colleagues to do something about it by completing the 2023 All In Census.
Entry credits
- James Danson, Creative, Havas Lynx Group
- Glenn Scholefield, Copywriter, TBWA/MCR
- James Hague, Senior Designer, Havas Lynx Group
- Sam Sargent, Creative Director, Havas Lynx Group
- Richard Hague, Deputy Creative Director, Havas Lynx Group
- Sam Malpass, Artworker, Havas Lynx Group
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Company or team name
Havas Lynx Group
Summary entry description
There’s plenty of conversations around checking our boobs, balls, and bums for cancer, but the chat around fannies and gynaecological health is yet to be normalized.
‘Give Your Fanny Five’, a campaign supported by gynae health charity The Lady Garden Foundation, brazenly asks young people with fannies to do just one thing: spend five minutes getting to know their bits.
Entry image
Roses GYFF Copywriting.pdf
Entry credits
- Lou Shipley, Creative Director, Havas Lynx Group
- Ant Harris, Creative Director, Havas Lynx Group
- Zoe Harris, Creative Director, Havas Lynx Group
- Anna Loveland, Creative, Havas Lynx Group
- Nina Mitchell, Creative, Havas Lynx Group
- Nicola Fletcher, Senior Designer, Havas Lynx Group
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Company or team name
Fire Dept
Summary entry description
The FA Disability Cup is the pinnacle of disability football in England. Despite being the crowning competition in its category, it lacked resonance, presence and prestige. Without a distinctive identity and proposition of its own, it previously sat within The FA’s core visual style – appearing meek and modest – almost as a charitable afterthought rather than an elite competition. Fire Dept were appointed to develop a new proposition, visual identity and launch campaign. 'Here for glory' would be a showcase for outstanding skill and unshakeable desire, instead of focusing on the now customary inspirational backstories. Grit and grace in equal measure.
Based on research undertaken directly with the players themselves, the work aims to recognise and promote the elite-level skill and competitive spirit that makes the competition a super-competitive feat of sporting excellence – not a sub-standard of the game, or a tokenistic gesture.
Entry credits
- Chris Duffy, Creative Director, Fire Dept
- Martin Davis, Design Director, Fire Dept
- Jon Gordon, Account Director, Fire Dept
- Ash Matthews, Production Director, Fire Dept
- Victoria Phillipson, Account Manager, TMG
- Yasmin Bryan, Lead Designer, TMG
- Natalie Fearn, Lead Designer, TMG
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Company or team name
The Leith Agency
Summary entry description
Long Covid is an ordeal that can’t fit in one ordinary ad. To highlight this we told the story of a day in the life of someone living with the condition. Written to make the reader feel how laborious each day can be, the ad used vivid descriptions to bring to life both the emotional and physical turmoil people.
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Chris Watson, Deputy Creative Director, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
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Company or team name
Golley Slater
Summary entry description
During the pandemic, the Welsh public were forced to stay home, distance from others and avoid public transport. Resulting in public transport demand at an all-time low, perceptions negative, and a dramatic reduction in revenue.
Whilst social media provided a lifeline for many during these trying times, it failed to replicate the true essence of human connection in the ‘real world’.
So, we launched ‘The Real Social Network’.
A campaign for Transport for Wales that encouraged people to use their network when re-connecting and re-discovering the people and places they missed. Borrowing language commonly used on social media, we sought to inspire people back to the real world. A place where status updates really mean something, the tears aren’t emojis and you can spend your time strolling, not scrolling.
Entry video
Entry credits
- Daniel Griffiths, Senior Account Director, Golley Slater
- Hannah Granton, Account Director, Golley Slater
- Eugenia Gonzalez, Senior Account Executive, Golley Slater
- David Abbott, Creative Director, Golley Slater
- Paul Williams, Creative Director, Golley Slater
- Lewis Clements, Senior Art Director, Golley Slater
- Matthew Breese, Brand Manager, Transport for Wales
- Neil James, Head of Brand and Marketing, Transport for Wales
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Company or team name
Different Narrative
Summary entry description
If Shakespeare was around today, would he be entering The Roses Creative Awards? Who knows, but we thought we’ve give him a posthumous pop at it. Why? Because when the name of your (newly merged) marketing agency is Different Narrative, you can’t promote own-brand awareness and reputation with anything same old. You can however start with a different narrative that’s very, very old, and give it a fresh twist that’s hyper-relevant to 21st-century clients. The resulting self-promo ad appeared in Northern Insight magazine, targeting a wide audience of business, tech and media professionals, and generated a 30% leap in web visits, 70% of which were made by new B2B visitors. Just as we like it.
Entry image
DN Northern Insight Advert 210x297mm.pdf
Entry credits
- William Shakespeare, Bard, The Kings Men acting company
- Sue Storey, Creative Copy Lead, Different Narrative
- Chris Pescod, Senior Designer, Different Narrative
- Freya Wilson, Intern, Different Narrative
- Simon Storey, Head of Creative, Different Narrative
- Tony Lowe, Head of Creative, Different Narrative
- Claire Turnbull, Client Manager/Media Buyer, Different Narrative
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Company or team name
Cogent
Summary entry description
Mothers’ Day can be an emotional time for those who have experienced premature birth or miscarriage. To be defined as a mum, people often expect to see a baby in arms. But that’s not always a case.
Tommy’s, a charity that provides trusted pregnancy and baby loss support, wanted to show that every experience of motherhood is unique, and what it means to be a mum is completely different. For many it’s a positive pregnancy test. An IVF journey. A scan photo. A kick. A baby they can’t hold yet. A premature birth. Or even coming home with empty hands.
The #WeSeeAMum campaign turns a spotlight on what it truly means to be a mum, whatever journey you’re on, giving parents the courage to share their own personal stories.
Entry video
Entry credits
- Darren Giles, Creative Director, Cogent
- Ian Gathard, Managing Director, Cogent/J11
- Lucy McDermott, Producer, Junction 11
- Kate Templar, Head of Account Management, Cogent
- Victoria Steele, Account Director, Cogent
- Shelley Odell, Desiger, Cogent
- Beanie Watson, Copywriter, Cogent
- Tom Newsham, Editor, Cogent
- Leanne Ainsworth, Creative, Cogent
- Kieran Ainsworth , Creative, Cogent
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Company or team name
BBC Creative
Summary entry description
Women in sport are often told to know their place. In 2022, we showed the world exactly where that place is. We took a stuffy, old phrase and repurposed for the new generation. The campaign demonstrated the BBC’s commitment to televising women’s sport, highlighted female athletes, sparked conversations, and empowered females of all levels to carve out their place in sport.
Entry video
Entry credits
- Rasmus Smith Bech , ECD, BBC Creative
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Director, BBC Creative
- Steven Lownes, Creative , BBC Creative
- Aron Sidhu, Creative , BBC Creative
- Judith Veennendaal, Director , Stink Films
- Paz Parasmand, Producer, Stink Films
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8
Creative
Company or team name
MadeBrave
Summary entry description
Growing up is hard. But it’s even more difficult when you come of age in the middle of a pandemic and have to spend years holed up at home instead of running wild and free.
So, once the pandemic pandemonium began to subside, young people wanted to make up for lost time and get out to explore their world. First Bus decided to capitalise on this motivation, as well as the Scottish Government’s free bus travel for Under-22s (U22s), to get them to use the bus more regularly.
Our campaign #FreeToExplore tapped into youth culture to speak to young adults on their own terms, in their own social spaces, and turn a generation of wanderlusting young adults into the next generation of avid bus users.
Entry video
Entry credits
- Steven Hadden , ECD, MadeBrave
- Naresh Subhash, Deputy Creative Director, MadeBrave
- Robert Scobie, Group Account Director , MadeBrave
- Fiona Mclachlan, Senior Account Manager, MadeBrave
- Mark Cullen, Head of Strategy , MadeBrave
- Al Sakickas, Strategist, MadeBrave
- Emma Houston, Head of Comms Planning, MadeBrave
- Fraser Ireland, Project Manager, MadeBrave
- Steven Rawlinson, Producer, MadeBrave
- Aarzoo Singh, Comms Planner, MadeBrave
- Claire Scullion, Head of PR, MadeBrave
- Emma Stewart, Designer, MadeBrave
- Dominic O’Riordan, Director, Infinite Content
- Richard Lindsay, Executive Producer, Infinite Content
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Company or team name
Havas CX helia
Summary entry description
Our direct mail pack told the story of the Falklands War through the eyes of those who were there – and for whom its effects still loom large. Then we enlisted the help of war artist Linda Kitson, who sailed with the taskforce. Linda's artwork of the Falkland Islands is made up of all the cap badges of every serving regiment – connected by a serviceman. And then we took a chance – we cut Linda's artwork up into thousands of individual postcards and included one with each mail pack we sent out. On the back of each card was space for supporter messages of support. Then we held our breath – until the tributes started to pour in. Over 15,000 postcards came back, along with over £450,000 in donations. The cards built into a giant display at the National Memorial Arboretum, to touch the heart of the nation.
Entry video
Entry credits
- Ben Braiden, Managing Partner, Havas CX helia
- Paula Gilbert, Client Partner, Havas CX helia
- Bryony Dearman, Account Director, Havas CX helia
- Michael Houghton, Account Director, Havas CX helia
- David Burrows, Planning Director, Havas CX helia
- Ben Knight, Executive Creative Director, Havas CX helia
- Mark Chater, Associate Creative Director, Havas CX helia
- Tim Bax, Associate Creative Director, Havas CX helia
- Josh Suntharasivam, Senior Copywriter, Havas CX helia
- Rachel Hudson, Senior Art Director, Havas CX helia
- Sarah Gullen, Mid Weight Designer, Havas CX helia
- Alice Hannam, Mid Weight Copywriter, Havas CX helia
- Phil Moore, Studio Lead, Havas CX helia
- Chris Purnell, Integrated Artworker, Havas CX helia
- Matt Watson, Production Manager, Havas CX helia
- Lynne Smith, Proofreader, Havas CX helia
- Guy Upward, Assistant Director of Fundraising – Individual Giving, The Royal British Legion
- Holly Seabrook, Head of Supporter Development and Engagement, The Royal British Legion
- Lyndsey Cave, Product Manager – Cash Giving, The Royal British Legion
- Karen Hodgson, Business Development Manager, Sapphire Signs
- Liam Peck, Drawing Office Manager, Sapphire Signs
- Lisa Kendall, Account Director – Linney, Linney
- Linda Kitson, Artist, Linda Kitson
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Company or team name
THG StudiosExperience Black Friday like never before with Myprotein's Deal Genius - the oracle of offers. Skip the hassle of sorting through endless deals from competing brands, and let our chill vibes and on-brand wit guide you to the best deals out there. Myprotein's always-on value is brought to the forefront during this sale period with our disruptive campaign that offers a unique and calming approach to the chaos. Join us and get the best deal this Black Friday with Myprotein's Deal Genius.
Summary entry description
Experience Black Friday like never before with Myprotein's Deal Genius - the oracle of offers. Skip the hassle of sorting through endless deals from competing brands, and let our chill vibes and on-brand wit guide you to the best deals out there. Myprotein's always-on value is brought to the forefront during this sale period with our disruptive campaign that offers a unique and calming approach to the chaos. Join us and get the best deal this Black Friday with Myprotein's Deal Genius.
Entry video
Entry credits
- Andy Roberts, Creative Director, THG Studios
- Mike Scott, Executive Creative Director, THG Studios
- James Farndale, Creative Lead, THG Studios
- Phelim White, Designer, THG Studios
- Albert Lawrenson, Designer, THG Studios
- Rachel Leigh, Senior Creative Copywriter, THG Studios
- Jo Jeffers, Head of Strategy, THG Studios
- Markus Meedt, Director, Freelance
- James Killeen, DOP, THG Studios
- Edel Fowell, AD 1, THG Studios
- Matt Snow, Videographer, THG Studios
- Anthony Turner, Senior Videographer, THG Studios
- Emma Weaver, Producer, THG Studios
- Sean Waring, Producer, THG Studios
- Jazmine Broom, Producer, THG Studios
- Lee Doughty, Lead Editor, THG Studios
- Stephen Townsend, Lead 3D Animator, THG Studios
- Adam Johnson, VFX Supervisor, THG Studios
- Ben Wedderburn, Photographer, THG Studios
- Harriet Ashworth, Lead Stylist, THG Studios
- Elinor Standfield, Stylist, THG Studios
- Sam Fern, Lead Interior Stylist, THG Studios
- Kirsty McMutrie, Interior Stylist, THG Studios
- Del Freney, Head of Set Build, THG Studios
- George Connor, Set Build, THG Studios
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Company or team name
Meanwhile
Summary entry description
Iceland don’t have the budget of the big supermarkets, so they needed to not just create cut through at the busiest time of the year, but also make a noise to capitalise on the biggest clash of the year – Christmas and the World Cup. So we got the man who has been officially announcing the arrival of Christmas in the UK since the 1970s, Noddy Holder, and put him on hold. He’d have to wait until the football was done, we’d celebrated that, and were ready as a nation to properly start Christmas – which was basically as soon as England went out....
Entry video
Entry credits
- Tim Jones, Creative Director, Meanwhile
- James Cross, Creative Director, Meanwhile
- Al Marchant, Managing Director, Meanwhile
- Joe Gummett, Head of Design, Creative & POS, Iceland Foods
- Caspar Nelson, Managing Director, Iceland Foods
- Chris Cottam, Director, Chief Productions
- Colin Offland, Executive Producer, Chief Productions
- Nick Crossley, Senior Producer, Chief Productions
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Company or team name
Be The Fox
Summary entry description
Public Cervix Announcement!
‘Ooh..Someone’s Hormonal’: an alliance between Hertility Health and Be The Fox with a shared mission to create a movement, to empower females to take control of their reproductive health. A broad target audience: adult womxn with hormones, focusing on womxn in their mid-30s to mid-40s seeking information on fertility.
Using movement with Lynne Page’s dance company to represent the feelings and frustrations womxn balance. The set is claustrophobic and domestic to highlight the realities that often overtake a womxn’s bid for self care. Costume was stripped back to complement brand colours and showcase the dancers up close.
With minimum soundtrack budget we secured Brit nominee Self Esteem who identified with the cause immediately. It was important to invert the usual gender imbalance on set with over 80%* of the crew being female identifying - from DOP to Editor to Colourist.
Welcome to the Reproductive Revolution!
Entry video
Entry credits
- Diana Ellis-Hill, Executive Producer, Be The Fox
- Trak Ellis-Hill, Co-writer, Be The Fox
- Liz Unna, Director, Creators Inc
- Carmen Pellon, DOP, Carmen Pellon
- Lynne Page, Choreographer, Lynne Page Dance
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Company or team name
Stein IAS
Summary entry description
Cushing’s syndrome kills over a million dogs each year and seriously impairs the lives of many more. The problem – symptoms are often mistaken for normal ageing or even bad behavior. It makes dogs urinate more, eat more, malt more, pant more and sleep more. So, this debilitating disease sneaks up like a thief in the night and robs dogs of long and healthy lives. The mission was to make sure vets catch this disease before it’s too late.
Entry video
Entry credits
- The Team, at, Stein
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Company or team name
The Traveller and the Bear
Summary entry description
We wanted to reflect SQ1’s unique approach to law. No talking heads to camera. No ‘telling’ people how different they are. No following corporate and industry conventions. Using a spoken word poet and dancer together with a jazz drummer to tell a story of fearlessness, integrity and the conviction to stand up for what you believe in. We got under the skin of their business and their humans to understand why they do what they do, what sets them apart and why should people care. It was important for us to take an irreverent approach. Out with corporateness. Forget ‘law’ speak. Gone are people in power-suits with intimidating personalities. We wanted to convey the fearless approach SQ1 had to solving their clients’ issues in a way that felt real, compassionate, with integrity.
Entry video
Entry credits
- Pauly Barton, Copywriter, The Traveller and the Bear
- Marcus de Jesus, Creative, The Traveller and the Bear
- Mark Lediard, Director, Mark Lediard
- Garrod Kirkwood, Photographer, Garrod Kirkwood
- Antonio Bachini, Creative Director, The Traveller and the Bear
- Claire Knight, Managing Director, The Traveller and the Bear
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Company or team name
The Leith Agency
Summary entry description
Prolonged heading of the ball throughout a players career means that footballers are 5 times more likely to develop dementia. However it can be hard for people to see the damage heading causes.
To highlight the effect that repetitive heading has, we show the most memorable moments in football of people who developed dementia.
Footballs were hit against the images at the average speed a professional would head the ball, thousands of times, representing the average times a player heads the ball during their career. And visualising how the brain becomes damaged over time.
Entry video
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
- Chris Watson, Deputy Creative Director, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Joe Sayer, Art Director, The Leith Agency
- Marion Miranda, Copywriter, The Leith Agency
- Scott Clarkson, Videographer, The Leith Agency
- Neil Williams, Head of Production, The Leith Agency
- Cori Schwabe, Business Director, The Leith Agency
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4
Data/Insight
Company or team name
Stand
Summary entry description
There’s a great deal of stigma around thoughts of suicide, making it hard to discuss - just when a frank conversation is exactly what might help the most. Suicide can be prevented if we are brave enough to ask the right question. Brave enough to say ‘that word’. Because ‘that word’ – suicide – is often the permission a person needs to open up. Our campaign aims to reduce the pressure around saying ‘that word’. We knew we had to capture the emotion on both sides of this conversation and help people build the courage to ask the question everybody’s afraid of; ‘Are you thinking about suicide?
Entry video
Entry credits
- Maggie Croft, Managing Director, Stand
- Gordon Dyett, CSD, Stand
- David Tolmie, AD, Stand
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Company or team name
Havas Lynx Group
Summary entry description
A hair touch here, an age joke there, a misplaced ‘compliment’ or ‘harmless’ banter, these gestures and comments are sadly commonplace in the advertising industry, and for many they have become routine. To create key actions and solutions to address inequality, we first need comprehensive data and fresh insights direct from existing industry talent.
Collaborating with ED&I groups, we turned powerful insights into authentic narratives, communicating the lived experiences of various demographics working in the UK advertising industry by using the relatable visual device of a work calendar.
Showcasing the everyday challenges for a diverse range of talent across our industry, we encouraged industry colleagues to do something about it by completing the 2023 All In Census.
Entry credits
- James Danson, Creative, Havas Lynx Group
- Glenn Scholefield, Copywriter, TBWA\MCR
- James Hague, Senior Designer, Havas Lynx Group
- Sam Sargent, Creative Director, Havas Lynx Group
- Richard Hague, Deputy Creative Director, Havas Lynx Group
- Sam Malpass, Artworker, Havas Lynx Group
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Company or team name
Havas CX helia
Summary entry description
Faced with the shocking fact that 47% of UK adults lack confidence in managing their money, we planned an integrated comms experience around the key moments in our customers' financial lives. Applying data insight and personalisation to make every communication helpful, informative, and inspirational. We called it 'On the Money'. All communications were designed to be down-to-earth, straight-talking, and confidence-building. Customers took meaningful actions after these communications. And they told us that the programme makes them feel more favourably towards the brand. Average CTD rates were 3x Lloyds Banking Group benchmark and customer dwell time post-click was more than double.
The entire programme was driven by data insight and segmentation that led to thousands of content variations, as we addressed the concerns of each customer group at a granular level – an approach that drives relevance, engagement and behaviour change.
Entry video
Entry credits
- Ben Knight, Executive Creative Director, Havas CX helia
- Claire Hutchinson, Account Director, Havas CX helia
- Jon McWee, Experience Lead, Havas CX helia
- Laura Burnell, Senior Account Manager, Havas CX helia
- Nadia Mkinsi, Senior Planner, Havas CX helia
- Ben Matthews, Planning Director, Havas CX helia
- Tim Bax, Head of Copy, Havas CX helia
- James Casey, Client Partner, Havas CX helia
- Tony Weller, Senior Copywriter, Havas CX helia
- Ashley Kursey, Midweight Designer, Havas CX helia
- Alex Barnett, Midweight Designer, Havas CX helia
- Rosalind Hadley, Midweight Copywriter, Havas CX helia
- Lynne Smith, Proofreader, Havas CX helia
- Sarah Betteridge, Senior Marketing Manager, Lloyds Banking Group
- Libby Anderson, Assistant Content Manager, Lloyds Banking Group
- Harriet Saralis, Content Manager, Lloyds Banking Group
- Alana Abrahams, Assistant Content Manager, Lloyds Banking Group
- Chris Davis-Coward, Head of Engagement & Value Generation – Consumer Relationships, Lloyds Banking Group
- Carly Sullivan, Planning Manager, Lloyds Banking Group
- Dan Mogg, Senior Marketing Manager, Lloyds Banking Group
- Jas Kaur, Content Manager, Lloyds Banking Group
- Sophie Perkins, Assistant Content Manager, Lloyds Banking Group
- Ellie Johnson, Assistant Content Manager, Lloyds Banking Group
- Alex Collyer, Planning Manager, Lloyds Banking Group
- Sam Bennet, Assistant Content Manager, Lloyds Banking Group
- Holly Vallerius, Assistant Planning Manager, Lloyds Banking Group
- Yasmin Carpenter, Assistant Content Manager, Lloyds Banking Group
- Nick Baker, Lead Strategist, Stick & Twist
- Anna Laird, Strategy Partner, Stick & Twist
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Company or team name
Deloitte
Summary entry description
Reaching C-suite audiences is a notorious challenge. But research from the Harvard Business School highlighted high engagement with video - especially documentaries. We took data from Netflix, Vimeo and YouTube to understand the algorithms used to engage, aligned it with the HBS research and created short-form documentaries telling Stories of Impact.
AI speech technologies like Siri are becoming more prevalent in our daily lives, which is a problem if they don’t recognise the language you speak. Icelandic is one of a collection of native languages under threat of extinction in today's digital world and is spoken by just 400,000 people worldwide.
As former Icelandic President Vigdis Finnbogadottir warned ‘Icelandic will end up in the Latin bin’ without intervention. Saving the Icelandic language is one of Deloitte's stories of impact, made into documentaries showcasing how technology can solve problems that change people’s lives.
Entry video
Entry credits
- Kate Murray, Campaign Project Manager (368), Deloitte
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4
Design
Company or team name
McCann Worldgroup, Leeds
Summary entry description
For 75 years, Edinburgh International Festival has brought world cultures together. In fact, when the festival was first founded after WWII, its aim was to reunite people through great art. This sense of togetherness, which has been the lifeblood of the EIF for decades, was the inspiration for a brand identity we created for the 75th anniversary programme. We crafted a new design language that brought together the visual styles of world flags to create an entirely new one. The work symbolises a world of culture that has no borders, as well as the magic that happens when different ideas and ways of thinking collide.
Entry video
Entry credits
- Gavin Shore, Executive Creative Director, McCann Worldgroup
- Scott Oxley, Senior Designer, McCann Worldgroup
- Tom Smith, Head of Design, McCann Worldgroup
- Jennie Stubbs, Senior Account Manager, McCann Worldgroup
- Emma Quirk, Senior Artworker, McCann Worldgroup
- Zoe Sinclair, Client Services Director, McCann Worldgroup
- Alex Dowlen, Creative Services Manager, McCann Worldgroup
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Company or team name
Story
Summary entry description
In 2019, AG Barr’s renowned fizzy drink brand IRN BRU appointed Story to create the packaging for their new IRN BRU 1901 bottling – the highly sought-after original recipe. Initially intended to be a limited edition, 1901 quickly gained cult status and in 2020, the original recipe joined the IRN BRU core range.
With the bottled beverage flying off the shelves, IRN BRU tasked Story with transforming this popular bottle into a brand new premium can.
Entry credits
- Susan Anderson, Deputy Creative Director, Story UK Ltd
- Heather Hughes, Senior Copywriter, Story UK Ltd
- Graham Robb, Creative Services Manager, Story UK Ltd
- Dave Mullen, Exec Creative Director, Story UK Ltd
- Rosie Stuart, Senior Account Director, Story UK Ltd
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Company or team name
Paragon DCX
Summary entry description
To create a strong connection between the brand and the hotel – our approach to the project was to focus on authentically representing the impressive building, through its architectural features, history and construction materials.
The logo mark for The Municipal Hotel is a modern interpretation of type engraved into sandstone. It reflects how engraved letters look after 150+ years of weathering – where the fine detail of individual characters slowly erode to form separate, fragmented sections of letter. The end result is an elegant and unique typographic logo mark which links strongly both to the building’s sandstone exterior, and 155-year presence in the city. The vertical shapes within the type also help to echo the iconic entrance pillars which surround the building’s main entrance on Dale Street.
Entry credits
- Stuart Gray, Senior Designer, Paragon DCX
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Company or team name
THG Studios
Summary entry description
An immersive studio-based fan debate space and football cultural hub for sports fans to engage, watch and be a part of the experience after major matches with some of the UK’s leading sports personalities. A fully conceptualized bespoke set design and studio space custom built, filmed in and now home within THG creative studios in Manchester.
Entry video
Entry credits
- Nina Beresford, Art Director, THG Studios
- Samantha Fern, Interior Stylist, THG Studios
- Alison Nichols, Interior Stylist, THG Studios
- Adele Atkinson, Stylist, THG Studios
- Kirsty McMurtrie, Stylist, THG Studios
- Katie Parkins, Stylist, THG Studios
- Pete Kentfield, Illustrator, THG Studios
- Del Freney, Head of Set Build, THG Studios
- Amy Callaghan, Set Builder, THG Studios
- Steve Morris, Set Builder, THG Studios
- Graham Steele, Set Builder, THG Studios
- Neil Cooper, Set Builder, THG Studios
- Ethan Smith, Set Builder, THG Studios
- George Connor, Set Builder, THG Studios
- Dan Poyner, Designer, THG Studios
- Tom Nicklin, Mural Design, Self Employed
- Qubek *, Mural Design, Self Employed
- Gary Hopkins, Creative Lead, THG Studios
- Zak Haddock, Designer, THG Studios
- James Killeen, Campaign Video Lead, THG Studios
- Mike Scott, Executive Creative Director, THG Studios
- Nathan Jones, Campaign Video Lead, THG Studios
- Sean Waring, Lead Producer, THG Studios
- Megan Rogers, Studio Management Lead, THG Studios
- Robert Wane, Head of Rigging, THG Studios
- Gillian Thomson-Woolley, Client Services Director, THG Studios
- Darren Price, Head of Art Direction, THG Studios
- Melissa Labelle, Managing Director, THG Studios
- Ashley Jos, Head of Social Video, THG Studios
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3
Disruption
Company or team name
The Leith Agency
Summary entry description
Vaginismus is a common health condition where muscles in the vagina involuntarily tense up upon insertion. Despite doctors estimating that 1 in 2 women will experience this condition at some point in their lifetimes, it’s rarely talked about. Why? Because it makes people uncomfortable.
So through a straight-talking and unapologetic OOH and social campaign, HANX set out to make readers as uncomfortable reading about vaginismus as those living with it feel. Signposting readers to a bespoke website arming people with the language they need to talk about it with everyone from doctor to prospective partners.
The campaigned garnered great results in the first few weeks of launching, with over 22k visitors to the website, a huge increase in mentions of Vaginismus on social as well as hundreds of conversations being started.
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Mairi Wilson, Copywriter, The Leith Agency
- Debbie Morgan, Art Director, The Leith Agency
- Cori Schwabe, Business Director, The Leith Agency
- Nikki Rayner, Account Manager, The Leith Agency
- Louise Kendall, Photographer, The Leith Agency
- Andy McLean, Producer, The Leith Agency
- Stu Whibley, Creator, The Leith Agency
- Suzan Wilson, Creator, The Leith Agency
- Claire Lovie, Creator, The Leith Agency
- Ben Campbell, QA Manager, The Leith Agency
- Terresa Atkin, Head of Delivery, The Leith Agency
- Claire Smith, Software Engineer, The Leith Agency
- David McClung, QA Engineer, The Leith Agency
- Nada Elsayed, Web Developer, The Leith Agency
- Shaun Barrio, Senior Web Developer, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
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Company or team name
Meanwhile
Summary entry description
Iceland don’t have the budget of the big supermarkets, so they needed to not just create cut through at the busiest time of the year, but also make a noise to capitalise on the biggest clash of the year – Christmas and the World Cup. So we got the man who has been officially announcing the arrival of Christmas in the UK since the 1970s, Noddy Holder, and put him on hold. He’d have to wait until the football was done, we’d celebrated that, and were ready as a nation to properly start Christmas – which was basically as soon as England went out...
Entry video
Entry credits
- Tim Jones, Creative Director, Meanwhile
- James Cross, Creative Director, Meanwhile
- Al Marchant, Managing Director, Meanwhile
- Joe Gummett, Head of Design, Creative & POS, Iceland Foods
- Caspar Nelson, Managing Director, Iceland Foods
- Chris Cottam, Director, Chief Productions
- Colin Offland, Executive Producer, Chief Productions
- Nick Crossley, Senior Producer, Chief Productions
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Company or team name
TBWA\MCR
Summary entry description
2022 and the UK experienced the coldest December in a decade, with temperatures plummeting to -10 degrees. Those with homes struggling to heat them, those without, lucky to survive. It was at this moment we noticed an unfortunately placed ad from Waitrose, with the headline ‘Look forward to chilly winter nights’. The ad was directly above one of Manchester’s most notorious homeless spots. We reacted with a disruptive poster that encouraged passers-by to look out for those not looking forward to chilly winter nights and asked them to donate to Depaul. Introducing, The Heart-warming Poster.
Entry video
Entry credits
- Lisa Nichols, ECD, TBWA\MCR
- Gary Fawcett, ECD, TBWA\MCR
- Becci Nadin, Dept CD/ Copywriter, TBWA\MCR
- Daniel Bickerton, Head of Design, TBWA\MCR
- Kevin Jones, Head of Studio, TBWA\MCR
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3
Experience
Company or team name
The Union
Summary entry description
A fun and memorable slackline challenge at the Forwards Festival, called ‘Ace the schuhlace.
Entry video
Entry credits
- Euan Auld, Deputy Creative Director, The Union
- Paul McDonald, Deputy Creative Director, The Union
- Andrew Muenchow, Senior Art Director, The Union
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Company or team name
Collaborate Global
Summary entry description
Why just watch a film… when you can step inside it?
The original brief of ‘displaying famous movie cars at Goodwood Revival (GR)’ was flipped on its head and completely reinvented by Collaborate at the latest ‘Earls Court Studios’ activation for Sky. Focussed on creating the most immersive experience possible, this one-of-a-kind activation looked to capture the essence of movie magic and combine it with the deeply interactive nature of the Goodwood Revival theme.
Creating 1 single opportunity that allowed guests to step inside a world that had been so beautifully constructed for them. Combining the overarching theme of 1950's motorsport with the captivating world of cinema, Collaborate blended these two worlds together to create an immersive and interactive experience that allowed guests to experience life on a set.
The brand awareness and recognition spiked for Sky at Goodwood Revival, as they were hailed as the 'go-to' experience on site.
Entry video
Entry credits
- Ben McMahon, MD, Collaborate Global
- Ollie Biddle, Content and Marketing Manager, Collaborate Global
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Company or team name
TBWA\MCR
Summary entry description
How do you temporarily close one of the nation's most well-loved rollercoasters, without causing fan uproar and losing footfall on park? We involve them in the most memorable night in Alton Towers history. We created corrupt organisation The Phalanx, who led the investigation into Nemesis' ‘abnormal behaviour’, and made this the reason for the very public closure. On closing night, The Phalanx took over park inviting people to follow the investigation, even releasing 30 once-in-a-lifetime last to ride places on her final night with ride creator John Wardley. Introducing, The Closing Ceremony.
Entry video
Entry credits
- LISA NICHOLS, ECD, TBWA\MCR
- GARY FAWCETT, ECD, TBWA\MCR
- Becci Nadin, Dept CD/Copywriter, TBWA\MCR
- Gary Hulme, Snr Art Director, TBWA\MCR
- Daniel Bickerton, Head of Design/ Art Director, TBWA\MCR
- Lorna Hawtin, Disruption Director, TBWA\MCR
- Esther Davies, Account Director, TBWA\MCR
- Laura Bradshaw, Account Manager, TBWA\MCR
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6
Illustration/Animation
Company or team name
Studio Something
Summary entry description
'The Rhythm of the World Cup' is a vibrant kaleidoscope made up of some of the most iconic World Cup moments from the archives, remixed and repurposed for 2022. Instead of celebrating the host nation, this title sequence is a visual jamboree of all the things that make football great, soundtracked by the sound of whistles, boots, and cheers.
Entry video
Entry credits
- Emma Lally, Creative Director, Studio Something
- Ken Clark, Design Director, Studio Something
- Ian Greenhill, Executive Producer, Studio Something
- Jordan Laird, Executive Producer, Studio Something
- Andy Maas, Producer, Studio Something
- Tracey Paxman, Head of Agency, Studio Something
- Andrei Staruiala, Lead Animator, (Self)
- Veronyka Jelinek, Frame by Frame Animator, (Self)
- Harris Redpath, Rotoscope Artist, (Self)
- Jack Allen , Rotoscope Artist, (Self)
- Lewis Isbell, Researcher, Studio Something
- Callum Rankine, Composer, (Self)
- Will Cory, Sound Mix, Edit123
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Company or team name
The Leith Agency
Summary entry description
Too many people are scared to get checked for cancer. But by ignoring it, you're much less likely to survive. We had to persuade the nation that the one thing you can do to beat cancer is get checked early. And we wanted to do it in a way that wasn't scary like your typical cancer ad, and that gave people hope. The answer? Be the early bird.
Entry video
Entry credits
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
- Chris Watson, Copywriter, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Erika Sablinskaite, Account Manager, The Leith Agency
- Aimee Wood, Account Manager, The Leith Agency
- Emma Hamilton, Agency Producer, The Leith Agency
- Kristian Andrews, Director, Studio AKA
- Nikki Kefford-White, Producer, Studio AKA
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Company or team name
The & Partnership Manchester
Summary entry description
A 30’ TV spot launching the Transpennine Route Upgrade – a rail development project making trains across the North faster, greener and more frequent. The campaign highlights the long-term benefits of the scheme by mixing life-sized objects within a handmade miniature world.
Entry video
Entry credits
- faye Gibbon, Art Director, The & Partnership Manchester
- Emily Beech, Copywriter, The & Partnership Manchester
- Andy Bunday, Creative Director, The & Partnership Manchester
- Ben Connell, Account director, The & Partnership Manchester
- Richard Brown, Account Manager, The & Partnership Manchester
- Emma Stocks, TV Producer, The & Partnership Manchester
- Tom OMeara, Director, Passion Pictures
- Sam Hope, Producer, Passion Pictures
- Andy Biddle, Lead Animator, Passion Pictures
- Matthew Day, Director of Photography, Passion Pictures
- Dan Bolton, Senior Marketing Manager, Transpennine Express
- Amey Bennett, Senior Marketing Executive, Transpennine Express
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Company or team name
Baxter & Bailey
Summary entry description
With a need to work brilliantly on a tiny printed canvas not much bigger than your thumb, this is perhaps one of the most uniquely challenging illustration briefs around. The Christmas stamp brief from the Royal Mail is a fiendish creative conundrum and one which a number of great illustrators have answered with style over the past 50 years or more. Having collaborated with Royal Mail on a number of special issue stamps, we were honoured to be invited to conceive and design a set of six commemorative stamps to tell the classic Nativity tale. Our involvement also saw us working on a set of philatelic products including Hand Stamps, the Presentation Pack and the all-important First Day Cover.
Entry video
Entry credits
- Rory Brady, Design Director, Baxter & Bailey
- Katie Ponder, Illustrator, Katie Ponder
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Company or team name
Aardman
Summary entry description
In a completely purple world, inhabited solely by triangular purple characters, a small orange circle arrives at school and immediately feels out of place. Through a blossoming friendship with a fellow pupil, he learns to overcome his feelings of inadequacy, anxiety and isolation.
Entry video
Entry credits
- Peter Peake, Director, Aardman
- Stephanie Miller, Producer, Aardman
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Company or team name
The Leith Agency
Summary entry description
To announce a partnership between The Macallan and James Bond for 007's 60th anniversary, we created a film that used original designs from one of the greatest movie archives in the world, to create a story that saw James travel through the decades to get to his favourite tipple, a glass of The Macallan. Every bit of animation was created using original designs from the movies.
Entry video
Entry credits
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
- Chris Watson, Copywriter, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Erika Sablinskaite, Account Manager, The Leith Agency
- Lee Kynoch, Account Manager, The Leith Agency
- Fraser Hunter, Producer, The Leith Agency
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3
Innovation
Company or team name
Zeal Creative
Summary entry description
Starbucks customers were not engaging with the Starbucks ready to drink range. They just didn’t understand where it fitted into their lives. So, we created the world’s first Starbucks Grab & Go through. A three-lane, multi-sensory experience that allows coffee lovers to sample the world of three Starbucks ready-to-drink flavours and understand the specific occasion for each one.
Entry video
Entry credits
- Sophie Richardson, Creative, Zeal Creative
- Conor Leary, Designer, Zeal Creative
- Darren Grzesiak, Deputy Creative Director, Zeal Creative
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Company or team name
Freak Films
Summary entry description
We were briefed to ‘Create a virtual reality experience to bring “The Helping Hand Programme for Vulnerable Customers” work to life in an immersive way. The aim was to bring this vital work to life for colleagues, advisers and prospective clients when they visit the Innovation Lab, a dedicated space within the client’s base, to show what they can experience with this provider.
We wanted to put the audience into the shoes of both the vulnerable customer and the colleague by dramatizing an actual phone call between a customer at home and a Helping Hands colleague in the contact centre.
We shot in two locations and blended these together seamlessly, adding a host who interacts with both characters around the same table. This original approach is an effective way of making the viewer feel immersed in two places at the same time.
Entry video
Entry credits
- Hamish Allison, Creative Director / Director, Freak Films
- Cassi Scott, Head of Production / Producer, Freak Films
- Calum Duff, Camera Operator, Freakworks
- David Marin, VFX / Flame Operator, Freakworks
- Tallulah McCowan Hill, Production Assistant, Freak Films
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Company or team name
One Black Bear
Summary entry description
This poignant card features a Christmas scene that gradually fades away, symbolising the effects of dementia on memories and relationships. Printed with innovative ink, key elements of the design disappear over a few days once removed from the envelope. Proceeds generated by this subtly powerful Christmas card supported Age UK Birmingham’s work with older people living with dementia.
Entry video
Entry credits
- Jenny Green, Senior Art Director, One Black Bear
- Tristan Vere-Hoose, Senior Copywriter, One Black Bear
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6
Integrated
Company or team name
Havas Lynx Group
Summary entry description
There’s plenty of conversations around checking our boobs, balls, and bums for cancer, but the chat around fannies and gynaecological health is yet to be normalized.
‘Give Your Fanny Five’, a campaign supported by gynae health charity The Lady Garden Foundation, brazenly asks young people with fannies to do just one thing: spend five minutes getting to know their bits.
Entry image
Roses GYFF Intergrated.pdf
Entry credits
- Lou Shipley, Creative Director, Havas Lynx Group
- Ant Harris, Creative Director, Havas Lynx Group
- Zoe Harris, Creative Director, Havas Lynx Group
- Anna Loveland, Creative, Havas Lynx Group
- Nina Mitchell, Creative, Havas Lynx Group
- Nicola Fletcher, Senior Designer, Havas Lynx Group
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Company or team name
The Leith Agency
Summary entry description
Children at Edinburgh Children's Hospital want what every child already has, the chance to live without the worry of illness. We needed a way to drive donations at Christmas to help give children exactly what they want.
We asked children to write their Christmas list, but rather than sending them to Santa, we redirected them to residents of Edinburgh who could help deliver what they wanted. Letters were sent as direct mailers with the chance to become a donor. The letters were also turned into OOH ads to target Christmas shoppers. A 30 second TVC followed the story of Noah as he wrote his own letter to Santa.
Entry video
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Colin Montgomery, Copywriter, The Leith Agency
- Vinnie Walsh, Art Director, The Leith Agency
- Kat Jordan, Producer, The Leith Agency
- Andy McLean, Producer, The Leith Agency
- Cori Schwabe, Business Director , The Leith Agency
- Louise Kendall, Producer, The Leith Agency
- Freddy Deveaux, Account Executive, The Leith Agency
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Company or team name
Meanwhile
Summary entry description
Iceland don’t have the budget of the big supermarkets, so they needed to not just create cut through at the busiest time of the year, but also make a noise to capitalise on the biggest clash of the year – Christmas and the World Cup. So we got the man who has been officially announcing the arrival of Christmas in the UK since the 1970s, Noddy Holder, and put him on hold. He’d have to wait until the football was done, we’d celebrated that, and were ready as a nation to properly start Christmas – which was basically as soon as England went out....
Entry video
Entry credits
- Tim Jones, Creative Director, Meanwhile
- James Cross, Creative Director, Meanwhile
- Al Marchant, Managing Director, Meanwhile
- Joe Gummett, Head of Design, Creative & POS, Iceland Foods
- Caspar Nelson, Managing Director, Iceland Foods
- Chris Cottam, Director, Chief Productions
- Colin Offland, Executive Producer, Chief Productions
- Nick Crossley, Senior Producer, Chief Productions
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Company or team name
Krow
Summary entry description
Our LIFE MORE FLAVOURED campaign celebrates everything that it means to be British Asian today. Exploring the richness, sharing the joy. Embracing how South Asian backgrounds flavour the British experience. It’s a dynamic blend of cultures that changes all the time. With many choosing to dial different influences up or down to make life more varied and vibrant. We found real British Asian people with real stories. People that think of themselves as 100% British, 100% Asian. All had amazing lives, with many incredible parts to them. We made them the stars of our campaign. The campaign was created by second generation South Asian creatives… directors, photographers and musicians. Running across TV, outdoor, digital & social media, POS and events.
Entry video
Entry credits
- Steve Smith, Senior Copywriter, Krow
- Paul Wallett, Executive Creative Director, Krow
- Mike Wykes, Senior Designer, Krow
- Beth Douglas, Designer, Krow
- Ashika Chauhan, Executive Creative Director, Krow
- Harman Randhawa, Client Serves Director, Krow
- Lydia Wood, Content Creative, Krow
- Mihir Vaja, Front-End Developer and Motion Designer, Krow
- Jamie Smith, Senior Front-End Developer and Motion Designer, Krow
- Joe Heeley, Senior Digital Designer, Krow
- Ilaria Rega, Senior Account Manager, Krow
- Billie Bogg, Production Manager, Krow
- Andrew Mackenzie, Senior Artworker, Krow
- Conrad Pantony, Senior Creative Artworker, Krow
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Company or team name
TBWA\MCR
Summary entry description
We didn’t just want to talk about a ride. We wanted to take people on one. Our 360 campaign brought this story to life for real, creating the biggest game of hide and seek imaginable. It ran across TV, social, on park and OOH, including lenticular bus-sides, in which the possessed girl pointed at unwitting people on the street. We also created a UV mural in Manchester’s Northern Quarter, which changed at night to become even more terrifying and was shared by passers-by on their social media feeds.
Entry video
Entry credits
- LISA NICHOLS, ECD, TBWA\MCR
- GARY FAWCETT, ECD, TBWA\MCR
- GLENN SCHOLEFIELD, COPYWRITER, TBWA\MCR
- JASON CHADWICK, ART DIRECTOR, TBWA\MCR
- LORNA HAWTIN, DISRUPTION DIRECTOR, TBWA\MCR
- ESTHER DAVIES, ACCOUNT DIRECTOR, TBWA\MCR
- LAURA BRADSHAW, ACCOUNT MANAGER, TBWA\MCR
- LOU VASEY, HEAD OF PRODUCTION, TBWA\MCR
- YONI WEISBERG, DIRECTOR , CHIEF PRODUCTIONS
- GUY FARROW, PHOTOGRAPHER, GUY FARROW PHOTOGRAPHY
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Company or team name
BBC Creative
Summary entry description
Women in sport are often told to know their place. In 2022, we showed the world exactly where that place is. We took a stuffy, old phrase and repurposed for the new generation. The campaign demonstrated the BBC’s commitment to televising women’s sport, highlighted female athletes, sparked conversations, and empowered females of all levels to carve out their place in sport.
Entry video
Entry credits
- Rasmus Smith Bech, ECD, BBC Creative
- James Cross, Creative Director, BBC Creative
- Tim Jones, Creative Director, BBC Creative
- Aron Sidhu, Creative, BBC Creative
- Steven Lownes, Creative, BBC Creative
- Liz Dolan, Producer, BBC Creative
- Jess Fenton, Production Manager, BBC Creative
- Emi Bozzi, Co-Ord, BBC Creative
- Michael Lucas, Production Manager, BBC Creative
- Matt Totterdell, Project Manager, BBC Creative
- Judith Veennendaal, Director, Stink Films
- Paz Parasmand, Producer, Stink Films
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4
Low Budget
Company or team name
Sunshine The Social Agency
Summary entry description
In the days leading up to burns night in Scotland it's the battle of the Haggis brands. We were tasked to come up with a piece of content that would put our client, Macsween, at the forefront of people's minds. Rather than showing a slow motion shot of whisky sauce climbing over a pile of the stuff, we decided to reimagine the past of the family run business and bring the misconception, that Haggis are real creatures that run about hills in Scotland, to life with a short film. And so Marty Macsween was born, the grandson of the first man to ever catch a Haggis. Marty has his ups and downs but in the end his grandfathers advice sees him basking in glory against the blue morning light.
Entry video
Entry credits
- Matt Higgins, Creative Director, Sunshine The Social Agency
- Alex Cormack, Cinematographer and director, Sunshine The Social Agency
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Company or team name
Music
Summary entry description
Joe Coleman is a freelance copywriter. He wanted to get more bookings, so he encouraged ad and design agencies to "put him on a pencil" (a common agency phrase for booking a freelancer), by sending them a mailer containing six pencils. That way they could "pencil him in" however certain the booking was.
Entry credits
- Joe Coleman, Copywriter, Joe Coleman Copywriting
- Music Design Team, Designers, Music
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Company or team name
STV Creative
Summary entry description
After a hiatus from TV advertising, The Mobility Centre wanted to move away from the standard showroom shoots of their competitors, and do something that would capture the imagination of their target audience.
So we went epic – making the everyday act of getting out a chair seem out of this world. For what are mobility products if not freedom to live without aches and pains? Doesn’t that deserve pounding timpani and triumphant brass? The client, and our viewers, agree.
Entry video
Entry credits
- Kenny Mackay, Senior Creative , STV Creative
- William Leitch, Producer, STV Creative
- Graham Anderson, Senior Graphic Designer, STV Creative
- Ronnie Shearer, Business Development Manager, STV
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Company or team name
The&Partnership
Summary entry description
Wave Studios partnered with The&Partnership Manchester to produce their annual Christmas card. The graphic language focuses on the sound editing software we’re all familiar with, but when rotated it transforms from soundwave into a Christmas tree.
Entry credits
- Adam McGowan, Senior Art Director, The&Partnership
- Danny OKeeffe, Senior Copywriter, The&Partnership
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6
Media
Company or team name
Havas Media Manchester
Summary entry description
The 2022 Women’s Euro’s was a seminal moment that went to the heart of the BBC’s public service remit. Our goal was to beat the 2017’s Women’s Euro viewership of 9.9m, but also to change deep-rooted English culture. Our longer ambition was to create significant fame around the positive virtues of the women’s game. We called the strategy Changing the Game.
We needed to kick start a revolution and did this by:
• Starting a rallying cry – by creating an unmissable media spectacle in broad-reach media
• Giving the public heroes to follow – by fuelling conversation through targeted social stories and content
• Galvanising the masses – by anticipating and capitalising on success
Our activity not only achieved record-breaking results, but we’ve also helped to shift stubborn perceptions around women’s sports whilst creating a new generation of football fans.
Entry credits
- Steve Winstanley, Client Partner, Havas Media
- Nic Sadler, Strategy Partner, Havas Media
- Katie McElhone, MX Director, Havas Media
- Chris Mawdsley, Head Of Media Strategy, BBC
- Dave Weadon, Medai Planning Lead, BBC
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Company or team name
The Leith Agency
Summary entry description
Whilst record temperatures hit the UK, many warnings focussed on a limited few days of extreme temperatures. However exposure to high UV rays creates a constant risk of skin cancer. We needed to remind people of the importance of sunblock and staying shaded whenever possible.
We created posters made from specialised paper that reacts to UV rays. When exposed, the paper itself darkens and burns. We printed warnings onto the paper using sunblock, showing how important it is to protect your skin.
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Marion Miranda, Copywriter, The Leith Agency
- Joe Sayer, Art Director, The Leith Agency
- Cori Schwabe, Business Director, The Leith Agency
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Company or team name
BBC Creative
Summary entry description
BBC Three's Red Rose is a dead good new horror series about a killer app, based in Bolton.
To launch this series for young audiences in the North, we created the scariest smartphone in the world, shaped like a grave headstone, and took it to Leeds Festival.
Our scary smartphone was loaded with a creepy rose thorn filter which covered users bodies, and then gave them the shock of their lives when main character Rochelle interrupted with a terrifying scream.
With nothing else like it at the festival, our scary installation drew people over, and their reactions, replayed in slow motion, got everyone laughing.
We collected reactions and posted them on TikTok. With over 3.1m views, this stunt allowed us to create content that spoke to our audience and felt native to the platform, letting people know that BBC Three was the destination for their next horror obsession.
Entry video
Entry credits
- Rasmus Smith Bech, ECD, BBC Creative
- James Cross, Creative Director, BBC Creative
- Rachel Miles , Creative, BBC Creative
- Michael Tsim, Creative, BBC Creative
- Lucy Dawson, Producer, BBC Creative
- Jonathan Bulloch, Production Coordinator, BBC Creative
- Carly Mountford, Project Manager , BBC Creative
- Marcus Watson, Planner, BBC Creative
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Company or team name
BBC Creative
Summary entry description
The Capture is a conspiracy thriller about the dark forces of disinformation, deepfakes and video manipulation. To promote the new series, we wanted our launch campaign to give audiences the same disorienting feeling they would get watching the show. So we brought those dark forces into the real world, by 'hacking' the media channels we see and experience every day; to mess with audience’s heads, while at the same time showcasing the advanced technology that lies at the heart of the show.
Entry video
Entry credits
- Rasmus Smith Bech, ECD, BBC Creative
- Shishir Patel, Creative Director, BBC Creative
- Michael Tsim , Creative , BBC Creative
- Rachel Miles , Creative , BBC Creative
- Holly Marsella, Producer, BBC Creative
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Company or team name
The Leith Agency
Summary entry description
We interviewed various people living with Long Covid, each one told of their daily struggle and ordeal, how each day had now become a constant drawn out battle. Rather than distilling their experience down into a single headline, we decided to tell their full story. The end result is a 13ft OOH ad with over 3,000 words, each one encapsulating a patient's struggles.
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Chris Watson, Deputy Creative Director, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
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3
Partnership or collaboration
Company or team name
Greggs, Drummond Central, Hope&Glory
Summary entry description
What happens when two high-street favourites collide? It’s a collaboration made in heaven. Greggs and Primark are two British retail icons and their coming together created an opportunity to create a unique, shared cultural moment for both brands and excite their audience.
We tapped into the love that exists for Greggs and gave fans a means of showing and amplifying their fandom by literally wearing it on their sleeve. With shared values of being accessible, relatable, and value driven, Primark were the perfect partner to bring Greggs fans what they’d been waiting for.
A timely and well-executed campaign to tease, hype and launch the first collection
between these high-street icons cemented their cult status in the UK, delivering a sell-out collection that returned for Summer and Christmas 2022 and contributing to a record breaking year in brand health metrics.
Entry video
Entry credits
- Greggs , ,
- Drummond Central Creative Team , ,
- Hope & Glory Creative Team , ,
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Company or team name
Cygnus
Summary entry description
Targeting film buffs and movie goers, Papa Johns wanted to create a brand partnership that packed a punch. Our campaign idea centred around solving riddles, and was the perfect way to drive customer engagement across channels and build intrigue around the Papa Johns limited edition product, ‘Bat Wings’. Bringing both brands together, we combined master film art, a bespoke cityscape featuring Papa Johns neon signs, and added extra personally with hand written clues synonymous with the film. From the initial concept, through to roll out, our creative covered paid and organic social, menus, store posters and more. Our pizza box design drove people online to solve the five riddles displayed across the box to win prizes, and the showstopper was a bespoke build billboard using ‘glow-in-the-dark’ inks where clues came to light at night and passers-by were encouraged to scan a QR code to solve them online.
Entry video
Entry credits
- Jamie Rayner, Creative Director, Cygnus
- Giles Codd, Marketing Director, Papa Johns
- Sarah Waddiston, Marketing Manager, Papa Johns
- Laura Mills, Head of Client Services, Cygnus
- Mat Kramer, Senior Conceptual Creative, Cygnus
- Ben Lupton, Senior Creative Designer, Cygnus
- Alex Bodley, Middleweight Artworker, Cygnus
- Steve Stairs, Senior Artworker, Cygnus
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Company or team name
Wash Studio
Summary entry description
Your University City is a testament to what can happen when public sector and education sector institutions collaborate and commit to brave ideas.
City experience is one of the most important factors prospective students consider when they are choosing where to Study. Despite its long history as a strong student city, with two reputable universities, Sheffield has traditionally struggled with a city narrative that broke through to prospective students nationally. For this campaign, the city council and both universities came together for a joint project to put Sheffield firmly on the map as a top destination to live and study in. The creative was aimed at a youth audience, with visuals that broke the mould for the usual public sector and university advertising.
Entry image
CS SHEFFIELD CITY.pdf
Entry video
Entry credits
- Andy Walmsley, Creative Director, Wash Studio
- Becki Barker, Art Director, Wash Studio
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6
Poster
Company or team name
McCann Worldgroup, Leeds
Summary entry description
Most of us don’t really think about what happens to old duvets and pillows when we’re done with them. But because 97% of all bedding is unrecyclable, it causes a huge problem in landfill. Thankfully, EarthKind make luxury bedding out of literal rubbish – recycled down, feathers and plastics. And this idea was the starting point for a new brand campaign that aimed to be provocative, thought-provoking, and unexpected. We wanted to challenge everyone to think about bedding in a new way, so together we can start to change that nightmare headline statistic.
Entry credits
- Gavin Shore, Executive Creative Director, McCann Worldgroup
- Adele Booth, Creative Lead, McCann Worldgroup
- Amy Jones, Creative, McCann Worldgroup
- Tom Smith, Head of Design, McCann Worldgroup
- Scott Oxley, Senior Designer, McCann Worldgroup
- Nikola Barnes, Account Director, McCann Worldgroup
- Miles Williams, Strategy Director, McCann Worldgroup
- Alex Dowlen, Creative Services Manager, McCann Worldgroup
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Company or team name
The Leith Agency
Summary entry description
Glen’s Vodka is the UK’s No.2 best-selling spirit. But it’s often seen as the ‘poor cousin’ of fancier vodka brands – thanks largely to its lower price-point. We set out to challenge that quality perception and turn a negative into a positive (especially during a cost-of-living crisis) with some spirited OOH featuring copy lines that tackled vodka snobbery head on.
Entry credits
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
- Colin Montgomery, Copywriter, The Leith Agency
- Vinnie Walsh, Art Director, The Leith Agency
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Company or team name
The Leith Agency
Summary entry description
At IRN-BRU’s factory in Cumbernauld something special was going on. For the first time in the brand’s 122-year history they were ditching virgin plastic bottles for a 100% recycled alternative. To ensure the big news didn’t go unnoticed we made a special announcement.
Entry credits
- Jim Swan, Art Director, The Leith Agency
- Sam Muir, Copywriter, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The
- Owain Cowx, Account Director, The Leith Agency
- Aaron Donald, Account Executive, The Leith Agency
- Josh Fardell, Strategist, The Leith Agency
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Company or team name
The Leith Agency
Summary entry description
We interviewed various people living with Long Covid, each one told of their daily struggle and ordeal, how each day had now become a constant drawn out battle. Rather than distilling their experience down into a single headline, we decided to tell their full story. The end result is a 13ft OOH ad with over 3,000 words, each one encapsulating a patient's struggles.
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Chris Watson, Deputy Creative Director, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
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Company or team name
isobel
Summary entry description
Whole Earth Drizzler will come as a shock to most die-hard peanut butter lovers. For decades, peanut butter has been sold in a jar and is something you have to spread. Then Whole Earth Drizzler came along and changed the game - This is 'Peanut Butter but not as you know it'. The posters demonstrated the product by literally using it to write out typically British exclamation headlines such as "Golly Gosh" and "Holy Moly".
Entry credits
- Rob Fletcher, Creative Partner, isobel
- Ben Stump, Creative Director, isobel
- Simon Findlater, Creative Director, isobel
- Lisa Roscoe, Business Director, isobel
- Ellie Dinkinson, Account Executive, isobel
- Alison Carmichael, Typographer/Lettering Artist, Jelly
- Ross Frame, Project Manager, Jelly
- Scott Grummet, Photographer, Peter Bailey
- Nick -, Photographers assistant, Peter Bailey
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Company or team name
BBC Creative
Summary entry description
Women in sport are often told to know their place. In 2022, we showed the world exactly where that place is. We took a stuffy, old phrase and repurposed for the new generation. The campaign demonstrated the BBC’s commitment to televising women’s sport, highlighted female athletes, sparked conversations, and empowered females of all levels to carve out their place in sport.
Entry credits
- Rasmus Smith Bech, ECD, BBC Creative
- James Cross, Creative Director, BBC Creative
- Tim Jones, Creative Director, BBC Creative
- Aron Sidhu, Creative, BBC Creative
- Steven Lownes, Creative, BBC Creative
- Liz Dolan, Producer, BBC Creative
- Amir Saidani, Senior Designer, BBC Creative
- George Fletcher, Designer, BBC Creative
- Dan O’Mara, Designer, BBC Creative
- Dan Cooper, Designer, BBC Creative
- Andrea Stragapede, Motion Designer, BBC Creative
- Ceri Pashley, Motion Designer, BBC Creative
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2
PR
Company or team name
Meanwhile
Summary entry description
Agency launch photos are pretty formulaic and dull. Look like you mean business, lean against a brick wall, maybe a staircase, perhaps 'spontaneously' laugh a bit to show chemistry and how down to earth and approachable you are. Bollocks to that. Instead, do something nobody has ever done before to make the image interesting, and perhaps help your launch story become the most read article on Campaign, Prolific North and Creative Review. We hired Manchester’s ultimate hype-man, and it seemed to do the trick.
Entry video
Entry credits
- Tim Jones, Creative Director, Meanwhile
- James Cross, Creative Director, Meanwhile
- Al Marchant, Managing Director, Meanwhile
- Nick Kirkham, Photographer, Nick Kirkham
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Company or team name
The Audit Lab
Summary entry description
UberKinky, a niche fetish retailer, was looking for a partner to improve their organic presence and increase brand awareness. They wanted high-quality links from well-known publications to improve their backlink profile.
The Audit Lab helped UberKinky by capitalising on reactive PR for the sex/relationship market and creating an anonymous sexpert persona called Ruby Payne, who commented on relevant newsworthy pieces - featuring in top publications like The Sun, The Express, Cosmo and GQ.
This approach was combined with proactive releases showcasing Ruby’s expertise, including a unique product launch, a UK-wide sex survey, analysis of various fan fiction pieces, and a ‘Taxonomy of Pornstar Names’ infographic.
The result was earning coverage in 150 publications with a total combined readership of 640m (an increase in media coverage of 263%). As a result of 116 links received from coverage, we earned a direct increase in revenue of 43.9% YOY.
Entry credits
- Megan Boyle, Head of Content, The Audit Lab
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4
Print
Company or team name
The Chase
Summary entry description
Marking the 150th anniversary of the first FA Cup Final, Royal Mail released a set of six stamps celebrating the world’s oldest domestic football competition.
Each stamp was to showcase a different component of the competition that, when put together, helped illustrate what makes the FA Cup so special: the fans, the stadium, giant killer results, royal patronage and of course the match itself.
By slightly increasing the width of the classic white border found around most postage stamps and then simply removing the bottom section, each photographic image is suitably framed by its own set of goalposts.
A simple, but unique,‘smile in the mind’ solution to hold together quite disparate imagery in a consistent and enjoyable way whilst at the same time not distracting from the subject of the image.
Entry credits
- Richard Scholey, Creative Director, Designer, The Chase
- Ric Bixter, Designer, The Chase
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Company or team name
Mauveworx
Summary entry description
This slimline format FSDU was designed to promote the Choc-full-of-Love Valentine's Day doughnuts, and featured a 3D open boxed header, representing the Krispy Kreme box packaging. It displayed free-standing die-cut LOVE lettering in keeping with the creative used in the rest of the campaign. The strong colour palette, and bold shape and graphic design, offered stand-out in store and visually communicated the Valentine's Day theme clearly. The unit had to meet the retailers' guidelines to be accepted in store. It offered plenty of shelving for product holding while being versatile enough to position around a store environment in multiple locations. It was designed to be shoppable from both sides, maximising impulse purchases. The unit successfully interrupted the shopper journey with its visually impactful design. The shelf edge labels (SELs) with pricing and labelling information were also printed directly onto the FSDU, ensuring that the display would look its best.
Entry credits
- Ollie Tremlett, Senior Creative Designer, Mauveworx
- Alice Gardner, Creative Client Services Director, Mauveworx
- Charlotte Conway, Client Services Executive, Mauveworx
- Steve Eaton, Head of Creative, Mauveworx
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Company or team name
The Leith Agency
Summary entry description
Prolonged heading of the ball throughout a players career means that footballers are 5 times more likely to develop dementia. However it can be hard for people to see the damage heading causes.
To highlight the effect that repetitive heading has, we show the most memorable moments in football of people who developed dementia.
Football's were hit against the images at the average speed a professional would head the ball at thousands of times, representing the average times a player heads the ball during their career. Visualising how the brain becomes damaged over time.
Entry video
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Chris Watson, Deputy Creative Director, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Joe Sayer, Art Director, The Leith Agency
- Marion Miranda, Copywriter, The Leith Agency
- Neil William, Head of Production, The Leith Agency
- Cori Schwabe, Business Director, The Leith Agency
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Company or team name
One Black Bear
Summary entry description
This poignant card features a Christmas scene that gradually fades away, symbolising the effects of dementia on memories and relationships. Printed with innovative ink, key elements of the design disappear over a few days once removed from the envelope. Proceeds generated by this subtly powerful Christmas card supported Age UK Birmingham’s work with older people living with dementia.
Entry video
Entry credits
- Tristan Vere-Hoose, Senior Copywriter, One Black Bear
- Jenny Green, Senior Art Director, One Black Bear
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6
Public Sector
Company or team name
The Union
Summary entry description
A film from Police Scotland to get young men to recognise the signs of coercive control, so they can stop the abuse before it starts.
Entry video
Entry credits
- Euan Auld, Deputy Creative Director, The Union
- Paul McDonald, Deputy Creative Director, The Union
- Stuart Langfield, Director, MTP
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Company or team name
Genesis
Summary entry description
This campaign for Lifeline NI encouraged people in crisis to open up and talk about their real feelings.
When someone is struggling emotionally, they often try to hide it and pretend everything's okay. They often say "I'm fine" when that's not true. Our campaign dramatised this by showing people literally hiding what they're thinking.
We see a 'thought bubble' (the design of which actually comes from Lifeline's logo) and, at first glance, it looks like the person's thinking "I'm okay" but, on closer inspection, you can see the person is literally covering up the truth.
Entry video
Entry credits
- Darren Lyttle, Creative Director, Genesis
- Eoin Alexander, Head of Copy, Genesis
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Company or team name
Ardmore
Summary entry description
Paramilitary illegal money-lenders are exploiting victims and entire communities across Northern Ireland by positioning themselves as pillars of the community, providing a service under the long since forgotten guise being for 'the cause'. Whatever political motivations these paramilitary gangs once had have now been replaced with personal gain. They lure victims in with quick, easy loans but with the explicit intention of never allowing them to pay it off, succumbing them to a life of indebtedness and abuse under threat of extreme violence, where they will take control of their homes, their belongings, their benefits, their lives and the lives of their friends and families. Our campaign exposes the ease with which it is to be drawn in and the cold, hard reality of this never-ending and always worsening cycle of abuse, living in constant fear, isolated and facing physical and psychological torment.
Entry video
Entry credits
- Paul Bowen, Executive Creative Director, Ardmore
- Paul James, Strategic Business Director, Ardmore
- Tasmin Bryden, Account Director, Ardmore
- Michael J Ferns, Director, The Gate Films
- Rhiannon Lewis, Executive Producer, The Gate Films
- Michael Evans, Producer, The Gate Films
- Emma Pounds, 1st AD, C/O The Gate Films
- Alistair Little, DOP, C/O The Gate Films
- John Horrocks, Sound, C/O The Gate Films
- Graeme Hill, Photographer, C/O The Gate Films
- Rosie Farnworth, Stylist, C/O The Gate Films
- Lou McCann, Make-up Artist, C/O The Gate Films
- Daniel Dray, Art Director, C/O The Gate Films
- Tierna McNally, Actor, Premier Artists
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Company or team name
Golley Slater
Summary entry description
During the pandemic, the Welsh public were forced to stay home, distance from others and avoid public transport. Resulting in public transport demand at an all-time low, perceptions negative, and a dramatic reduction in revenue.
Whilst social media provided a lifeline for many during these trying times, it failed to replicate the true essence of human connection in the ‘real world’.
So, we launched ‘The Real Social Network’.
A campaign for Transport for Wales that encouraged people to use their network when re-connecting and re-discovering the people and places they missed. Borrowing language commonly used on social media, we sought to inspire people back to the real world. A place where status updates really mean something, the tears aren’t emojis and you can spend your time strolling, not scrolling.
Entry video
Entry credits
- Daniel Griffiths, Senior Account Director, Golley Slater
- Hannah Granton, Account Director, Golley Slater
- Eugenia Gonzalez, Senior Account Executive, Golley Slater
- David Abbott, Creative Director, Golley Slater
- Paul Williams, Creative Director, Golley Slater
- Lewis Clements, Senior Art Director, Golley Slater
- Matthew Breese, Brand Manager, Transport for Wales
- Neil James, Head of Brand and Marketing, Transport for Wales
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Company or team name
Great State
Summary entry description
The Royal Navy recruits predominantly16–24-year-olds. They become tomorrow’s admirals; a recruitment gap today impacts the potential leadership of tomorrow. When economic and societal shifts reduced the pool of, and increased competition for candidates, the recruitment challenge was harder than ever before.
Our insights into the GenZ mindset uncovered their fears and concerns. Using these, we reframed what the Royal Navy could do for them and captured their attention, initiating action.
We created multichannel content focussed on addressing the individual needs of potential recruits and targeted these depending on channel and stage in the recruitment journey. Our audience received targeted content at the right time, in the right place. This amounted to over 340 different posts, over seven channels and seven different audiences.
The results? A 93% increase in website traffic, an 150% increase in dwell time and a four-fold increase in applications.
Entry video
Entry credits
- Ruston Butcher, Account Director, Great State
- Lucy Weston, Art Director, Great State
- Rob Mozelewski, Senior Copywriter, Great State
- Dee Gaywood, Delivery Manager, Great State
- Laura Goss, Content Strategist, Great State
- Edward Folis, Video & Motion Designer, Great State
- Lt Cdr Lee Thorne, National Campaigns Marketing Manager, Royal Navy
- Heather Goodale, Digital Marketing Manager, Royal Navy
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Company or team name
BBC Creative
Summary entry description
This is Our BBC features a cast of famous faces from Idris Elba, to Sir David Attenborough, Jodie Comer, Dizzee Rascal and newsreaders through the ages. It also captures some amazing and memorable moments we have shared - Freddie Mercury at Live Aid, Adele at Glastonbury and the Proms. Viewers will spot something they love – moments, faces, programmes – those things we smile and laugh along to; share with friends and family and remember fondly, or sometimes shed a tear to. In many ways, that goes to the very heart of what the BBC has been, is and will be in the future. We are at the very heart of UK life. Everyone will have a view on what the BBC do well or their favourite moments and, of course, what we could do better.
Entry video
Entry credits
- Rasmus Smith Bech, ECD, BBC Creative
- Chris Vernon, Creative Director, BBC Creative
- Rachel Miles , Creative, BBC Creative
- Michael Tsim, Creative, BBC Creative
- Astrid Reiner, Project Manager , BBC Creative
- Rachel Roberts, Producer, BBC Creative
- Rosanagh Kerr, Planner, BBC Creative
- Polly Georgeiva, Production, Manager
- Georgina Williams , Production Manager, BBC Creative
- Caitlin Setterfield , Production Coordinator, BBC Creative
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9
Rebrand or Re-launch
Company or team name
Cygnus
Summary entry description
Bluecube is a UK leading technology company providing managed IT services. Following extensive research, we learned that customers' biggest concerns when working with technology providers is trust, needing reassurance that their IT runs smoothly as their business relies on it. Following these insights, our brand idea, “Keeping your world moving” was born, starting with a living and breathing logo and identity that evokes movement. The design system centres around a square/cube, representative of a pixel, and adapts and morphs into thinner, clean lines to represent their agile, responsive service to tackle any challenge, 24/7, 365 days a year. A new electric ‘RGB’ inspired primary colour palette was created to reflect the digital nature of the brand alongside a softer, warmer secondary palette and more human tone of voice. We flipped the script on how Bluecube communicated online, creating a brand new website, and delivered comprehensive brand guidelines.
Entry video
Entry credits
- Jamie Rayner, Creative Director, Cygnus
- Ashleigh Gibson, CMO, Bluecube
- Laura Mills, Head of Client Services, Cygnus
- Matt Hickling, Head of Digital, Cygnus
- Mat Kramer, Senior Conceptual Creative, Cygnus
- Ben Lupton, Senior Designer, Cygnus
- Jay Paterson, Animator, Cygnus
- Toby Bryan, Head of Business Development, Cygnus
- Steve Stairs, Senior Artworker, Cygnus
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Company or team name
The Chase
Summary entry description
Despite its humble beginnings, the Chain House Brewing Company was making a big name for itself through the quality of its beers. Having made the bold decision to move its operation from its original home – a garage, to a town centre taproom it wanted to upgrade its image accordingly without losing its down to earth, straightforward attitude.
The new identity was created by combining the initials of the brewery’s name into a graphic chain link marque which, when repeated, formed chains of infinite length to be applied across everything from beer mats to packing tape.
Entry credits
- Ben Casey, Designer, The Chase
- Stuart Mitchell, Artworker, The Chase
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Company or team name
MISSION
Summary entry description
Mecca Bingo is a British institution and one of the original bingo hall brands. But it needed refreshing and bringing up to date for today’s digital audience. We created a new Let’s Play platform and a playful, colourful look and feel. The new logo saw us go as fun as the game itself. Turning dated dabbers into dynamic, digital-first bingo balls full of life and energy. A simple change that opened up a full-house of playfulness, both in the way we talk as well as how we look.
Entry video
Entry credits
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Company or team name
BGN
Summary entry description
Growth Kitchen believes that if food delivery became not just better, but great, it would have the potential to replace grocery shopping forever. They aim to change this by helping the best-growing food brands to expand where there’s demand, by using proprietary data to show exact locations where there’s an appetite for their business.
Our core aim was to position them as the number one choice for ambitious food retailers who need to grow their operation. By creating a brand identity that was vibrant, energetic and felt like it was going places. Using a simple ticket device that a delivery driver may see on their way to a drop-off to house the logo and create a unique graphic language, which sits alongside bold, striking typography, playful messaging and a motion style that’s hard to ignore.
Entry video
Entry credits
- David Newton, Creative Director, BGN
- Antonio Giasante, Strategist, BGN
- Paul Bailey, Client Services Director, BGN
- Jason Flynn, Senior Creative, BGN
- Lewis Nolan, Motion Designer, BGN
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Company or team name
MadeBrave
Summary entry description
Tomatin, once Scotland’s largest distillery, saw that their brand wasn’t pulling the weight it could be in the market. They came to us to help build brand equity — make it mean more to customers — to help boost long-term sales growth. Our initial market research only confirmed our client’s suspicions: Tomatin lacked brand awareness and distinctiveness.
So, we set about repositioning the brand to find new relevance with the modern whisky drinker, and creating a campaign to increase brand awareness, create premium perceptions, and drive sales growth. Tomatin’s new proposition has not only helped them rediscover the core human truth of their brand, but it’s also connected with new and existing customers around the world to drive incredible sales results, too.
Entry video
Entry credits
- Robert Scobie, Group Account Director , MadeBrave
- Josh Jones, Director , MadeBrave
- Linsey Romano, Producer, MadeBrave
- Emma Houston, Head of Comms Planning, MadeBrave
- Nathan White, Comms Planner, MadeBrave
- Heather Robertson, Comms Planner, MadeBrave
- Paloma Pini-Reed, Creative Director, MadeBrave
- Jamie Venters, Copywriter, MadeBrave
- Lars Myrvang, Editor, MadeBrave
- Claire Scullion, Head of PR, MadeBrave
- Sophie McIntyre , Creative PR Lead, MadeBrave
- Kenneth Johnstone-Cowley, Head of Design , MadeBrave
- Mark Cullen, Head of Strategy , MadeBrave
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Company or team name
Fire Dept
Summary entry description
The FA Disability Cup is the pinnacle of disability football in England. Despite being the crowning competition in its category, it lacked resonance, presence and prestige. Without a distinctive identity and proposition of its own, it previously sat within The FA’s core visual style – appearing meek and modest – almost as a charitable afterthought rather than an elite competition. Fire Dept were appointed to develop a new proposition, visual identity and launch campaign. 'Here for glory' would be a showcase for outstanding skill and unshakeable desire, instead of focusing on the now customary inspirational backstories. Grit and grace in equal measure.
Based on research undertaken directly with the players themselves, the work aims to recognise and promote the elite-level skill and competitive spirit that makes the competition a super-competitive feat of sporting excellence – not a sub-standard of the game, or a tokenistic gesture.
Entry credits
- Chris Duffy, Creative Director, Fire Dept
- Jon Gordon, Account Director, Fire Dept
- Martin Davis, Design Director, Fire Dept
- Ash Matthews, Production Director, Fire Dept
- Natalie Fearn, Lead Designer, TMG
- Yasmin Bryan, Lead Designer, TMG
- Victoria Phillipson, Account Manager, TMG
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Company or team name
MadeBrave
Summary entry description
A company offering a hybrid approach to wealth management and financial wellbeing approached us for a new brand identity. After our research showed how unconventional it is in the financial world to offer a ‘best of both worlds’ approach, we developed a powerful core creative idea to communicate this offering to the world: the power of 'and'.
This call to imagine a life without compromise gave the brand licence to move away from the stuffy clichés of the financial world and into a more aspirational, lifestyle space. And this new brand, atomos, encapsulates a new generation of privately wealthy customers' desire for a joined-up financial world, where their present and future plans come together in one place.
Entry video
Entry credits
- Naresh Subhash, Deputy Creative Director, MadeBrave
- Kenneth Johnston-Cowley, Design Director, MadeBrave
- Mike Brooke , Strategy Director, MadeBrave
- Chris Tivey, Account Director, MadeBrave
- Jamie Venters, Copywriter, MadeBrave
- Michelle Young, Designer, MadeBrave
- Dan Sim, Designer, MadeBrave
- Fraser Ireland, Project Manager, MadeBrave
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Company or team name
Altavia HRG
Summary entry description
A delicious revolution is taking place, with Roots sprouting as a rejuvenated sub-brand in the Urban Eat family.
Focussed on a conscientious Gen Z audience this relaunch campaign showcased Roots' delectable plant-based offerings, capturing the hearts and taste buds of the rapidly growing meat reducer market, which makes up a whopping 65% of the UK population.
Exuding plant-based power while staying true to Urban Eat's overarching identity and irreverent tone of voice, the relaunch showcased delicious plant-based offerings using a winning pack design with marketing campaign activities executed across various platforms, including in-store materials, digital ads, social media, sampling, and retailer-specific activations.
Targeting Gen-Z students and coinciding with Veganuary, the 8-week campaign reached 27 universities, sampling 5,000 students and achieving over 600,000 digital ad plays, 3 million impressions, and reaching nearly 37,000 students in total.
Introducing a tastier, more sustainable world with Roots' plant-based creations!
Entry video
Entry credits
- Ra Muggeridge, Account Manager, Altavia HRG
- Shona Martin, Account Director, Altavia HRG
- Kelseigh Zammit, Senior Digital Strategist, Altavia HRG
- Friday OFlaherty, Strategy & Growth Director, Altavia HRG
- Paul Beynon, Creative Director, Altavia HRG
- James Thompson, Creative Lead, Altavia HRG
- Matt Botterill, Senior Creative Lead, Altavia HRG
- James Barnicoat, Senior Digital Designer, Altavia HRG
- Mike Firth, Senior Creative Artworker, Altavia HRG
- Colin Bland, Creative Lead,
- Dominique Greaves, Creative Artworker,
- Keri Greaves, Senior Creative Artworker,
- Emma Graham, Senior Creative Artworker,
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Company or team name
Cygnus
Summary entry description
The humble wine bar has a reputation for being far from humble. Vinoteca wanted to refine the wine bar and challenge pretentious perceptions by making exceptional food and far-reaching wine accessible to all. So we created a brand for all. Packed with personality, we paired a bespoke, hand-painted, quirky illustration style with a bold, seasonal colour palette to create a more vibrant, exciting experience for customers. Illustration became the platform for storytelling and introduced characters from all walks of life. An enthusiastic and witty, wine-mad tone of voice was created to bring Vinoteca’s passion for adventurous wine and well-sourced seasonal food to life. Nothing stuffy. Nothing pretentious. No wine-splaining. From restaurant signage to menu cards, our new branding for Vinoteca is helping them on their mission to redefine the wine bar experience. Making far-reaching wines accessible to all and encouraging people from all walks of life to ‘quaff on!’.
Entry credits
- Paul Young, Marketing Director, Vinoteca
- Jamie Rayner, Creative Director, Cygnus
- Dan McGrath, Marketing Director, Cygnus
- Ben Lupton, Senior Conceptual Designer, Cygnus
- Toby Bryan, Head of Business Development, Cygnus
- David Pineda, Illustrator, Cygnus
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4
Social Media
Company or team name
Altavia
Summary entry description
How does a brand like Shell step out of its comfort zone to engage a young, passionate, idealistic and outspoken audience in Shell Eco-marathon, one of the longest-running global academic programmes focused on energy optimisation?
To appeal to progressive Gen Z audience, we invented a TikTok creator named Bobbie as the host for the @shell_ecomarathon account.
Genderless and raceless, Bobbie represents Shell Eco-marathon participants, embodying anyone in the audience.
Always in a racing suit and helmet, Bobbie entertains Gen Z with content generated by a team of Gen Z creatives, focusing on student life, Gen Z interests, STEM innovation, and the Shell Eco-marathon program.
Since Bobbie's introduction in July 2022, the Shell Eco-marathon TikTok channel has gained 734.2K likes, 155.2K followers, and a 16.94% view-through rate, along with significant popularity for Bobbie.
Entry video
Entry credits
- Agata Palmowska, Creative Director, Altavia Kamikaze
- Artur Sztarbalo, Creative Director, Altavia Kamikaze
- Bartek Brzoskowski, Strategy Director, Altavia Kamikaze
- Emily Lewis, Senior Account Director, Altavia HRG
- Friday OFlaherty, Strategy & Growth Director, Altavia HRG
- Karolina Kornacka, Head of Content & Social Media, Altavia Kamikaze
- Kasia Barczuk, Account Director, Altavia Kamikaze
- Kelseigh Zammit, Senior Digital Strategist, Altavia HRG
- Patryk Krajewski, TikTok Specialist, Altavia Kamikaze
- Wiktor Szczepaniak, Social Media Creative, Altavia Kamikaze
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Company or team name
Cogent
Summary entry description
SPOTiCAR - the home of approved used cars - wanted to put on a 10-day sales event at the end of January. Their reason was clear - it's a quiet time of year. But there was no reason for people to come - no offer, no incentive. We needed to find something else that would capture people's attention.
The football transfer window opens every January - with buzz from fans talking about which clubs will strike a deal. It was a similar audience to those who might be interested in switching their car. So we turned a random 10-day sales event into the SPOTiCAR TRANSFER WINDOW.
The heroes of the campaign were these Harry Redknapp-inspired social films, shot on a bootstring.
- National website traffic: 14% uplift
- Product page views: 15% uplift
- Leads: 47% uplift vs same period last year
- Label Sales: 22% uplift
Entry video
Entry credits
- Sarah Speed, Marketing Manager, SPOTiCAR / Stellantis
- Arun Singh, Digital Marketing Manager, SPOTiCAR / Stellantis
- Darren Giles, Creative Director, Cogent
- Dan Neville, Strategy Director, Cogent
- Mark Teece, Senior Copywriter, Cogent
- David Finch, Senior Art Director, Cogent
- Beanie Watson, Copywriter, Cogent
- Tea Di Giacomo, Art Director, Cogent
- Sam Armistead, Head of Design, Cogent
- Nick Lyons, Designer, Cogent
- Mark Ross, Senior Designer, Cogent
- Charlotte Holmes, Account Director, Cogent
- Laura Jones, Account Director, Cogent
- Alice Ward, Content Creator, Junction 11
- Lucy McDermott, Producer, Junction 11
- Kitty Norwell, Producer, Junction 11
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Company or team name
Great State
Summary entry description
The Royal Navy needed to win the hearts of a GenZ audience and influence them to sign up for a career at sea. They were struggling to recruit in a context of record low unemployment and were competing with the wider public sector for their attention.
We went to Gen Z’s native playground – Instagram - and crafted a social experience to convert. Our programme of takeovers went deep behind the scenes. We utilised Q&As, polls, stickers and quizzes, opening up the floor and inviting Gen Z into the fold. We delivered unfiltered, unscripted content and collaborated with personnel to achieve it.
The work stood on three pillars: people (culture), purpose (humanitarian) and potential (development) and had three objectives: to attract, persuade and convert.
We generated 7.7m organic impressions with 239 pieces of content. Boosting engagement from 1% to 12%. We drove a 420% increase in people entering the application
Entry video
Entry credits
- Chris Holbrook, Social Media Manager, Great State
- Meg Williams-Westcott, Delivery Executive, Great State
- Eloise Scott, Delivery Executive, Great State
- Jade Lovell, Account Director, Great State
- Ruston Butcher, Account Director, Great State
- Heather Goodale, CRM and Digital Marketing Manager, Royal Navy Recruitment and Attraction Team
- PO Caroline Murray-Jones, Recruitment & Attraction Team, The Royal Navy
- SGT Ross Tomsen, Digital Engagement Team, The Royal Marines
- Marine Jack Ablott, Digital Engagement Team, The Royal Marines
- Marine Jamie Denny, Digital Engagement Team, The Royal Marines
- Marine Martino (Mario) Kruc, Digital Engagement Team, The Royal Marines
- Greta Taddei, Digital Channels Manager, Royal Navy Communications and INfluence
- Harriet Sage, Digital Team Leader, Royal Navy Communications and Influence
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Company or team name
The Leith Agency
Summary entry description
People with visible differences often suffer horrific online abuse because of the way that they look. Despite this TikTok MUA influencers continue to endorse the stigma by giving tips and tricks on how to create realistic scars and facial disfigurements. This glorification of horror adds to the systemic problems people with visible differences face.
To raise awareness of how damaging these videos can be, we will trick TikTok's algorithm by monopolising on the top trending hashtags in the MUA Halloween category, by showing the real results of these makeup tutorials.
Entry video
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Debbie Morgan, Art Director, The Leith Agency
- Mairi Wilson, Copywriter, The Leith Agency
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7
Social Purpose
Company or team name
Havas Lynx Group
Summary entry description
A hair touch here, an age joke there, a misplaced ‘compliment’ or ‘harmless’ banter, these gestures and comments are sadly commonplace in the advertising industry, and for many they have become routine. To create key actions and solutions to address inequality, we first need comprehensive data and fresh insights direct from existing industry talent.
Collaborating with ED&I groups, we turned powerful insights into authentic narratives, communicating the lived experiences of various demographics working in the UK advertising industry by using the relatable visual device of a work calendar.
Showcasing the everyday challenges for a diverse range of talent across our industry, we encouraged industry colleagues to do something about it by completing the 2023 All In Census.
Entry credits
- James Danson, Creative, Havas Lynx Group
- Glenn Scholefield, Copywriter, TBWA\MCR
- James Hague, Senior Designer, Havas Lynx Group
- Sam Sargent, Creative Director, Havas Lynx Group
- Richard Hague, Deputy Creative Director, Havas Lynx Group
- Sam Malpass, Artworker, Havas Lynx Group
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Company or team name
The Leith Agency
Summary entry description
Vaginismus is a common health condition where muscles in the vagina involuntarily tense up upon insertion. The taboo of talking about the condition leads to depression, anxiety and a worsening of the physical aspects of Vaginismus. Our OOH and social campaign aimed to get people comfortable talking about the uncomfortable, and give people the words to open up.
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Mairi Wilson, Copywriter, The Leith Agency
- Debbie Morgan, Art Director, The Leith Agency
- Cori Schwabe, Business Director, The Leith Agency
- Nikki Rayner, Account Manager, The Leith Agency
- Louise Kendall, Photographer, The Leith Agency
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Company or team name
Deloitte
Summary entry description
It was COP26, the world’s biggest brands were fighting for attention. And with many people suffering from climate fatigue due to a constantly negative climate narrative, Deloitte needed to do something different to stand out in a sea of corporate sameness.
So we chose inspiration over desperation, creating a campaign that was surprising, simple and human. We asked influential climate experts from our network to help us inspire business leaders into taking climate action. And by doing this we discovered that many of these experts got their climate ‘lightbulb moment’ from a good book.
And so the Lightbulb List was born, with the campaign harnessing the power of social advocacy to trigger lightbulb moments in others. This list of ‘recommended reads’ was curated by our climate experts and focused on giving value to our audience by creating content they’d want to share, providing similar value for their networks.
Entry image
Lighbulb List.pdf
Entry video
Entry credits
- Kate Murray, Campaign Project Manager (368), Deloitte
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Company or team name
Aardman
Summary entry description
In a completely purple world, inhabited solely by triangular purple characters, a small orange circle arrives at school and immediately feels out of place. Through a blossoming friendship with a fellow pupil, he learns to overcome his feelings of inadequacy, anxiety and isolation.
Entry video
Entry credits
- Peter Peake, Director, Aardman
- Stephanie Miller, Producer, Aardman
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Company or team name
Stand
Summary entry description
Against a cultural backdrop of victim-blaming, Stand created a two-part ad campaign for Police Scotland that encourages men to consider the real cause of sexual violence against women - their own attitudes. The first film went viral internationally, shifting the focus once and for all - from women taking precautions, to men taking responsibility. This film is the follow-up advert aimed at giving 18-35 men the tools to have 'that' conversation when its needed. Rooted in global insight into active-bystander behaviour theory.
Entry video
Entry credits
- Maggie Croft, MD, Stand
- DAvid Tolmie, ARt Director, Stand
- Gordon Dyett, Creative Services Director, Stand
- Michael Sherrington, Director, Forest of Black
- Beth Allen, Producer, Forest of Black
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Company or team name
The Leith Agency
Summary entry description
Long Covid is an ordeal that can’t fit in one ordinary ad. To highlight this we told the story of a day in the life of someone living with the condition. Written to make the reader feel how laborious each day can be, the ad used vivid descriptions to bring to life both the emotional and physical turmoil.
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Chris Watson, Deputy Creative Director, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
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Company or team name
The Leith Agency
Summary entry description
Prolonged heading of the ball throughout a players career means that footballers are 5x more likely to develop dementia. However it can be hard for people to see the damage heading causes. To highlight the effect that repetitive heading has, we show the most memorable moments in football of people who developed dementia. Footballs were hit against the images at the average speed a professional would head the ball, thousands of times, representing the average times a player heads the ball during their career. It visualised how the brain becomes damaged over time.
Entry video
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Troy Farnworth, SVP, Global Chief Executive Director, The Leith Agency
- Phil Evans, Executive Director, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Chris Watson, Deputy Creative Director, The Leith Agency
- Joe Sayer, Art Director, The Leith Agency
- Marion Miranda, Copywriter, The Leith Agency
- Scott Clarkson, Videographer, The Leith Agency
- Neil Williams, Head of Production, The Leith Agency
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4
Tech
Company or team name
Bright Signals
Summary entry description
Consumers have often made their mind up about blended whisky before even taking a drink, so we needed to convince our target audience that not all blended whisky is the same.
An idea hatched: what if we could create an experiential event that read consumers mind and challenged their taste perceptions?
Consumers entered a photobooth-style unit wearing a mind reading headset, where their other senses were limited. They were then exposed to a stimulus video featuring flavour and taste cues.
We developed bespoke software that interpreted user brainwaves via an EEG headset. Our software interpreted these metrics to produce a ‘flavour profile’ and recommend a serve.
In person, the combination of cutting-edge technology and sensory intrigue from our install was a hit with consumers. Showing you don’t always need the big name and big budget to get cut-through, just a big idea.
Entry video
Entry credits
- Andy McColgan, Client Services Director, Bright Signals
- Guy Vickerstaff, Creative Director, Bright Signals
- Lidia Melero, Art Director, Bright Signals
- Austin Temby, Senior Animator, Bright Signals
- Peter Lilly, Videographer, Bright Signals
- Grant Gibson, Creative Tech, Grant Gibson
- Craig Black, Global Brand Manager, Distell
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Company or team name
Freak Films
Summary entry description
We were briefed to ‘Create a virtual reality experience to bring “The Helping Hand Programme for Vulnerable Customers” work to life in an immersive way. The aim was to bring this vital work to life for colleagues, advisers and prospective clients when they visit the Innovation Lab, a dedicated space within the client’s base, to show what they can experience with this provider.
We wanted to put the audience into the shoes of both the vulnerable customer and the colleague by dramatizing an actual phone call between a customer at home and a Helping Hands colleague in the contact centre.
We shot in two locations and blended these together seamlessly, adding a host who interacts with both characters around the same table. This original approach is an effective way of making the viewer feel immersed in two places at the same time.
Entry video
Entry credits
- Hamish Allison, Creative Director / Director, Freak Films
- Cassi Scott, Head of Production / Producer, Freak Films
- Calum Duff, Camera Operator, Freakworks
- David Marin, VFX / Flame Artist, Freakworks
- Tallulah McCowan Hill, Production Assistant, Freak Films
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Company or team name
SKYMAGIC
Summary entry description
SKYMAGIC worked closely with Paramount+ to create two incredible drone light shows, continuing the launch of the Paramount+ Streaming Platform across the world. A fleet of 600 drones were flown over Sydney Harbour in Australia, with a second record-breaking performance at Hollywood, Birmingham in the UK. Using the sky as a canvas, both magical shows brought to life a number of iconic characters and moments from the world of Paramount+, including SpongeBob SquarePants, Top Gun, Halo, Paw Patrol and South Park - bringing joy to thousands of spectators across the world.
Breaking records, the campaign produced both the largest ever drone light show to take place in the Southern Hemisphere as well as the UK’s largest ever drone show. Both activations drew a significant live audience to the spectacle, with the Sydney show reaching many more people across the globe via live stream.
Entry video
Entry credits
- Patrick OMahony, Co-Founder and Creative Director, SKYMAGIC
- Ollie Howitt, Senior Creative, SKYMAGIC
- Akio Ota, Creative Programmer, SKYMAGIC
- Sean Saylor, SVP Creative Director, Paramount+ International, Paramount+
- Jana Mollet, VP Brand/Title Marketing UK, Paramount+
- Tim West, Sr Director Brand PR UK, Paramount+
- Stephanie Briggs, Sr Manager, Partnerships, Paramount+ AU, Paramount+
- Louise Crompton, VP Marketing & Growth, Paramount+ AU, Paramount+
- Rob Rosenberg, Creative Director, Paramount+, Paramount+
- Catherine Donovan, VP of Publicity and Communication, Paramount ANZ
- David Wakefield, Director/Co-founder, On The Sly Audio Production
- Gill Minervini, Festival Director, Vivid Sydney
- Rowan Adams, PR/ Creative/ Founder, PLAY
- GBA -, -, GBA
- Hello Social -, -, Hello Social
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Company or team name
We Are Sync
Summary entry description
It started with a phone call…
“Can you just help us develop an activation to replace our Wimbledon sponsorship and modernise perception of the brand? No one else has been able to crack it.”
Using AR and geo-caching technology we created a fun, nationwide treasure hunt inspiring families to get out and about, find virtual fruit in local green spaces and put Robinsons in their water bottles.
The mechanic was simple:
- Scan the QR code on 19 million packs
- Find virtual pins
- Uncover the fruit
- Fill their virtual bottle to win prizes
Research was overwhelmingly positive. Supported by a 360 campaign, parents loved the use of tech to get their kids out and about:
- 72,000 interactions – average 12.5 mins each
- Highest ever in-store F&D (+9% YOY)
- Sales +2.4% YOY, adding £2m incremental category growth
- 26.7% household penetration
- Recommissioned for 2023!
Entry video
Entry credits
- John Francis, Creative Director, We Are Sync
- Paul Skeffington, Senior Art Director, We Are Sync
- Gareth Rowe, Strategy Lead, We Are Sync
- Chris Newham, Director, We Are Sync
- Bec Smith, Client Director, We Are Sync
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2
Tech led innovation
Company or team name
Freak Films
Summary entry description
We were briefed to ‘Create a virtual reality experience to bring “The Helping Hand Programme for Vulnerable Customers” work to life in an immersive way. The aim was to bring this vital work to life for colleagues, advisers and prospective clients when they visit the Innovation Lab, a dedicated space within the client’s base, to show what they can experience with this provider.
We wanted to put the audience into the shoes of both the vulnerable customer and the colleague by dramatizing an actual phone call between a customer at home and a Helping Hands colleague in the contact centre.
We shot in two locations and blended these together seamlessly, adding a host who interacts with both characters around the same table. This original approach is an effective way of making the viewer feel immersed in two places at the same time.
Entry video
Entry credits
- Hamish Allison, Creative Director / Director, Freak Films
- Cassi Scott, Head of Production / Producer, Freak Films
- Calum Duff, Camera Operator, Freakworks
- David Marin, VFX / Flame Artist, Freakworks
- Tallulah McCowan Hill, Production Assistant, Freak Films
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Company or team name
Dentsu Creative
Summary entry description
Elf and Seek is an AR powered game that encourages families to scour the UK to find a collection of lost elves using their phones and return them to Santa to save Christmas. In true gaming style, there was a narrative around the game that really brought the magic of Christmas alive.
Entry video
Entry credits
- Chris Davey , Head of Creative , Dentsu Creative
- Katie McPherson, Associate Creative Director , Dentsu Creative
- Graeme Sutherland , Creative , Dentsu Creative
- Elina Karadzhova, Head of Creative, Dentsu Creative
- Euan Reith , Designer, Dentsu Creative
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5
TV Commercial
Company or team name
The Union
Summary entry description
The launch ad for Scotland's Census dramatised the benefit of filling it in with scale, a sense of place and a little humour.
Entry video
Entry credits
- Michael Hart, Creative Director, The Union
- Andrew Muenchow, Senior Art Director, The Union
- Ben Craig, Director, Fond Films
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Company or team name
Studio Something
Summary entry description
Tennent’s needed to cut through the Christmas and World Cup noise with a unique festive TV advert, showing warmth and a much-loved tone of voice from one of Scotland’s iconic brands. Taking cues from an all-time classic Christmas film, we imagined a world without Tennent’s and shone a mirror on the beauty of a perfect pint with pals at Christmas.
Entry video
Entry credits
- Ian Greenhill, Director, Studio Something
- Robert Borthwick, Creative, Studio Something
- Euan Lownie, Creative, Studio Something
- Tracey Paxman, Head of Agency, Studio Something
- Gordon Barclay, Account Director, Studio Something
- Linsey Romano, Producer, Studio Something
- Gav White, DOP, (Self)
- Erika Iesse, Editor, (Self)
- Thomas Williams, Music, (Self)
- Marty McMullan, Grade, Free Folk
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Company or team name
The Leith Agency
Summary entry description
This campaign encouraged people aged 50+ in Northern Ireland to speak to their GP about unusual change to their body and not to put this off. This campaign brought this internal debate to life, showing a person caught between their inner monologue as it bickers about possible cancer symptoms. With the overarching message that early diagnosis of cancer saves lives.
Entry video
Entry credits
- John McPartland, Creative Director - Health, The Leith Agency
- Gabrielle Etchells, Art Director, The Leith Agency
- Neil Mackinnon, Copywriter, The Leith Agency
- Brian Coane, Partner, The Leith Agency
- Sarah Kenny, Producer, The Leith Agency
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Company or team name
Bray Leino
Summary entry description
n/a
Entry image
Olbas Roses TV Commercial.pdf
Entry video
Entry credits
- Lin Frank, Art Director, Bray Leino
- Roger Hadfield, Copywriter, Bray Leino
- Nicola Roberts, ECD, Bray Leino
- Anthony Farquhar-Smith, Director, Not To Scale
- Chris Harris, Agency Producer, Bray Leino
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Company or team name
The Leith Agency
Summary entry description
IRN-BRU has a unique taste that no one can really agree on. So when two bomb squad cops have a flavour fuelled argument, things get a bit messy.
Entry video
Entry credits
- Phil Evans, Executive Creative Director, The Leith Agency
- Troy Farnworth, Executive Creative Director, The Leith Agency
- Jim Swan, Art Director, The Leith Agency
- Sam Muir, Copywriter, The Leith Agency
- Emma Hamilton, Agency Producer, The Leith Agency
- Owain Cowx, Account Director, The Leith Agency
- Aaron Donald, Account Executive, The Leith Agency
- Vic Milne, Head of Strategy, The Leith Agency
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