1
Grand Prix
Award
Company
BBC Creative
Client
BBC Sport
Entry image
Entry video
Entry credits
Helen Rhodes, Executive Creative Director, BBC Creative
Tim Jones, Creative Director, BBC Creative
James Cross, Creative Director, BBC Creative
Rachel Miles, Creative, BBC Creative
Michael Tsim, Creative, BBC Creative
Sarah Bradbury, Producer, BBC Creative
Jess Fenton, Production Manager, BBC Creative
Factory Fifteen, Director, Factory Fifteen
Isobel Conroy, Producer, Nexus Studios
Alan Traquair, Producer, Nexus Studios
Sean Hogan, Production Design, Nexus Studios
Fantasista Utamaro, Design Director, Nexus Studios
Kenji Kawai, Composer, Kenji Kawai
Mark Hills, Sound Designer, Factory
The Mill, Post Production, The Mill
James Parry, Portfolio Head of Marketing, BBC Sport
Liv Slack, Marketing Manager, BBC Sport
Kate Plowright, Marketing Exec, BBC Sport
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1
Chair's Award
Award
Company or team name
Stand
Client (if applicable)
PoliceScotland
Entry image
Entry video
Entry credits
Gordon Dyett,
Client Services,
Stand.
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10
The Drum Recommends Agency of the Year 2022
5
Packaging
Nominated
Company
Union Direct
Client
Skin:Genius
Summary
We gave a small skincare brand a game-changing makeover, creating a charming, flexible and all-natural packaging solution for Skin:Genius. Using ‘naturalness’ as our focal point, we designed a branding solution that was inspired by nature and its imperfections. One that was serious about what it did, but didn’t take itself too seriously. One that was flexible enough to grow as the business grew. And, just like the product, one that delivered clear results, with 77% increase in sales.
Entry image
Entry video
Entry credits
- Sheryl Thomson, Creative Director, Union Direct
- Simon Ferguson, Deputy Creative Director, Union Direct
- Christine Stamati, Senior Copywriter, Union Direct
- Daniel Paylor, Copywriter, Union Direct
- Steven Anderson, Studio Manager, Union Direct
- Katy Wilson, Account Manager, Union Direct
- Karen Andre, Business Development Director, Union Direct
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Nominated
Company
Chase Design Group - UK
Client
Black Chalk
Summary
Launching a design which powerfully brings to life the heritage of Black Chalk has opened opportunities for them to strengthen their story-telling around inspiring old masters and charcoal sketching, which represents the crafting behind each of their wines. Dancer in Pink has enabled influential content to be shared with new and existing clientele and as a result, Black Chalk have built their reputation and encouraged new business, having secured multiple new opportunities on and off-trade.
Entry image
Entry credits
- Peter Hawkins, Art Director, Chase Design Group
- Saranna Drury, Lead Designer, Chase Design Group
- Jordan Cox, Designer, Chase Design Group
- Simon Ward, Production Artist, Chase Design Group
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Gold
Company
The Collaborators
Client
Butternut of London
Summary
Butternut London makes organic, all natural, luxury nut butters with unusual flavour combinations. We were tasked with making it an aspirational, modern brand, with a clear reason for being and point of difference. We paraphrased it as creating a ‘Liberty-worthy’ brand.
Zoe was key to giving Butternut the edge. Being born and bred in London, her recipes are influenced by its diversity and cross-cultural creativity. Her bold originality perfectly aligned with the culture shift from old luxe ‘bling’ to modern, values-driven luxury. We saw an opportunity for Butternut to own a creative and playful space summed up as, ‘Boutique nut butters imagined in London’.
Our pack design captures London’s eclecticism and contrasts: traditional versus modern, luxury versus gritty, clichés versus hidden gems etc. Every pack features a mix of ingredients and London experiences presented in bold unexpected colours, against pearlescent stock for a touch of understated luxe.
Entry image
Entry credits
- Alex Ririe, Director , The Collaborators
- Caroline White , Account Director , The Collaborators
- Mary Lewis , Creative DIrector, The Collaborators
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Nominated
Company
The Collaborators
Client
Percy's Biscuits
Summary
After a disappointing first year in Sainsbury’s Futures, Percy’s biscuits needed to start afresh. Our task was to give the brand an overhaul enabling it to positively disrupt the premium sweet biscuit market in the UK (and beyond).
Founder, Liam is an award-winning chef by trade. He’s a tastemaker, not a biscuit baker, yet Percy’s brand story was reflective and traditional rather than forward-looking – like the majority of brands in the category.
Our solution: out with the generic, same old family recipes, baking traditions and boring biscuit talk. In with a new name, a bold and progressive outlook and the idea of raising the biscuit bar forever.
We created an identity that did away with dusty everyday biscuits, replacing them with show-stoppingly gorgeous better biscuits. The look and feel is bold, beautiful, timeless and unlike anything else on the biscuit fixture.
Entry image
Entry credits
- Jayne Noblet, Director , The Collaborators
- Mary Lewis , Creative Director , The Collaborators
- Sally Batty , Account Director , The Collaborators
- Benjamin Shurbsole, Senrior Designer , The Collaborators
- Chris Ellie , Artwork Manager , The Collaborators
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Bronze
Company
Tallulah
Client
Ian Haworth & Sophie Longhurst
Summary
SUD was created by Ian Haworth and Sophie Longhurst as their own personal homage to the Côte d’Azur, a region of France that is dear to their hearts. Created in Grasse on the French Riviera, the perfume capital of the World these luxury candles deliver their own unique aroma. Ian and Sophie's vision, is to bring these aromas to you, wherever you are in the world. We were tasked to bring their vision to life from scratch, creating a logo worthy of the brand through to the look, the tone and then bringing all this together to create the SUD brand and packaging.
Entry image
Entry video
Entry credits
- Adrian Whatman, Founder / Chief Creative Officer, Tallulah
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7
Website
Nominated
Company
sixredsquares
Client
Brook Charity
Summary
6rs were tasked with designing and developing an engaging, content-manageable website for sexual health charity Brook, featuring an intuitive and inclusive online tool that helps those looking to access sexual health support to identify their options and find their nearest service provider. The 'Find a Service' tool is a key component of the Brook site and presents their services alongside those fed in from the NHS API, serving users with up to date, filterable details about their local sexual health services, whether they are provided by Brook or not. This involved creating a unique relationship between the services offered by Brook and those pulled from the NHS to provide users with an unprecedented database of standardised service options, all wrapped in an intuitive user experience that was informed by custom user testing.
Entry image
Entry video
Entry credits
- Peter Cass, Creative Director, sixredsquares
- Helen Anderson, Digital Manager, Brook
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Nominated
Company
Avatar Creative
Client
Steven Glover, Co-Founder & Director - Land & Sales, Consero
Summary
“Immortalise the past and elevate the future.”
Since 2004 Consero has created a legacy anchored in building individual, beautiful super-prime properties for international clients.
Their exacting appreciation for design with superior finishes helped establish a brand that instinctively connects with its audience.
Our challenge for the website was to take this positioning and reappropriate this connection, taking forward their legacy within a new business model, now aimed at smaller properties in larger-scale developments, to attract a new, diverse audience in a more affordable market.
Working with their philosophy and values, we placed the customer journey at the heart of the website and implemented a design-led, intuitive and functional platform that seamlessly connects this legacy with a wider audience, and sets a framework for growth.
With 16.7k visitors in the first 6 months, Consero’s first development is already fully sold, and their second development is over 50% sold.
Entry image
Entry video
Entry credits
- Clare Taylor, Co-Founder / CEO, Avatar Creative
- Lara Gill, Client Services Director, Avatar Creative
- Lorna Glazier, Designer, Avatar Creative
- David Comper, Developer, Avatar Creative
- Lisa Nappin, Design Director, Avatar Creative
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Silver
Company
Untold Agency
Client
Budweiser Budvar
Summary
Creating a suite of 12 brand websites in 8 languages across 3 brand identities, Untold Agency repositioned one of the world's best-known beers globally, delivering outstanding, story-driven content, class-leading UX and adaptable retail elements that have created new revenue streams for the brand.
Featuring innovative web development / design / video / copywriting / translation and leading UX, Untold created a completely new core web offering across territories and identities that revolutionised the brand in the minds of consumers. Packed with engaging content and built on the product, these story-driven websites with adaptable retail elements opened new revenue possibilities during the pandemic, and became central windows into the Budvar brand world digitally, helping it to grow 3%, overtake its nearest competitor and enjoy the most successful year of trading in its 125-year history.
Entry image
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Nominated
Company
KISS
Client
Cambridge&
Summary
Cambridge is a famous city with an outstanding number of unicorn companies. But its ecosystem is complex – not easy for global investors to get their heads around. The solution: a name, brand and website to demystify Cambridge’s offer and attract inward investment. Cambridge& brings together pertinent stats, intrigue statements and talking heads in a simple-to-navigate, engaging way.
Entry image
Rose awards Cambridge 1.pdf
Entry video
Entry credits
- Adam Andrews, Head of Experience Design, KISS
- Sarah Reakes, Managing Director, KISS
- Harriet Fear, Director, Cambridge&
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Nominated
Company
Xigen
Client
Central Pharma
Summary
A globally licensed pharmaceutical packaging and distribution company specialised in providing supply chain services and manufacturing Central Pharma delivers services in 60 countries with an array of quality packaging solutions and regulatory consultancy services.
Central Pharma had a requirement to transform their outdated, underperforming website to better reflect their standing as a global leader in their sector. They wanted to better project their brand around the world and easily communicate to potential customers what they stand for and the services they offer in a clear, simple and engaging way—ensuring that potential customers would be able to find information and make contact quickly and easily.
Xigen rebranded Central Pharma and completely redesigned Central Pharma's website which was delivered on a new platform.
Entry image
Entry credits
- mike cahill, writer, Xigen
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Nominated
Company
Xigen
Client
JJ Roofing Supplies
Summary
JJ Roofing Supplies Limited (JJR) is the largest roofing merchant in North London with seven stores and growing eCommerce. JJR’s core business focuses on sourcing and supplying quality roofing materials to consumers and trade customers across the UK and the Republic of Ireland.
With the covid pandemic came lockdown restrictions and a new low-touch world, resulting in an unprecedented acceleration in the uptake of eCommerce. To capitalise on this shift in behaviour JJR wanted to move to a best-in-class eCommerce website that would provide consistently outstanding UX.
The requirement was to provide consumers with low friction user journeys, simple checkout process and personalisation for more unique shopping experiences. The new platform needed to provide JJR with the scalability and agility for operational resilience and future growth. Xigen created a brand new eCommerce website for JJ Roofing that’s fast and simple to use.
Entry image
Entry credits
- mike cahill, writer, Xigen
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Nominated
Company
Click2Convert
Client
Rockliffe Hall
Summary
Click2Convert collaborated with the five star resort Rockliffe Hall to deliver a luxury online experience, through an innovative website design that combines creative visual design, best-practice usability, with a clear focus on the experiential elements of the resort.
We designed a fresh, intuitive website with a fully integrated booking engine, to achieve increased conversions and improve overall user experience. Post-launch, the improved user-led design resulted in an increase in page views and our CRO focus helped to deliver a significant increase in room bookings and revenue, compared to 2019.
Entry image
Entry video
Entry credits
- Katie Scott, Client Contact, Rockliffe Hall
- Emily Gorgoglione, Project Manager, Click2Convert
- David Park, Designer, Click2Convert
- Jennifer Hepburn, Account Manager, Click2Convert
- Cheryl Trutwin, Managing Director, Click2Convert
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5
Radio Campaign
Gold
Company
TBWA\MCR
Client
Love 2 Shop
Summary
Vouchers. Let’s face it, they’re not seen as a very thoughtful gift.
But what if we could position them as one? Love 2 Shop asked us to create a campaign that helped people see vouchers as a more thoughtful Christmas gift. So, we came up with the idea of being ‘gift-typed’.
Every year, too many people receive novelty presents related to that one thing they’re known for, be it football, sheep, baking, cars, or golf.
This helped us position Love 2 Shop voucher as the solution to ‘gift-typing’. Audacious? Maybe. But we want to live in a world where nobody has to fake yet another smile after receiving a bottle opener, paperweight or “comedy” t-shirt.
That’s why we created this campaign, because together, we can make gift-typing history.
Entry image
L2S Radio Hooker 60.pdf
Entry credits
- Glenn Scholefield, Copywriter, TBWA\MCR
- Gary Fawcett, ECD, TBWA\MCR
- Lisa Nichols, ECD, TBWA\MCR
- Bridget Pelicias, Producer, TBWA\MCR
- Connor McClean, Account Manager, TBWA\MCR
- Heather Nickerson, Account Director, TBWA\MCR
- Lorna Hawtin, Disruption Director, TBWA\MCR
- Parv Thind, Sound Engineer, Wave Studios
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Nominated
Company
BBC Creative
Client
BBC Sport
Summary
This campaign launched the BBC’s coverage of the Olympics last summer.
The TV trail took us on a journey around the host city, immersing our audiences in Tokyo where the Olympics has taken over. We wanted to introduce our listeners to the heroes who are part of that take over.
We scripted 4 hero stories, telling the world how our Gold Medal hopefuls sporting careers had started; from a child terrified of water (Peaty) to Dina Asher Smiths School Sports Days.
We created an immersive sound design approach, which made you feel part of their story, as we wanted to place the listener inside our hero’s route to the Olympics.
We worked with an incredible Voice Over artist, Togo Igawa, he became our storyteller and his dedication to the role & character became such a key part of our sound.
Entry image
Entry video
Entry credits
- Debbie Dillon, Head of Audio, BBC Creative
- Kate Dinsdale, Senior Radio Creative, BBC Creative
- Rachel Miles, Creative, BBC Creative
- Michael Tsim, Creative, BBC Creative
- On The Sly, Radio Producer, On The Sly
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Nominated
Company
Bauer Create
Client
McGhees Bakery
Summary
McGhee’s Family Bakers have been trading for over 85 years and are a long-term advertiser on Radio. This year they were looking to put a focus on their handcrafted sweet treat range in a typically irreverent, humorous way that turned the volume up on the feeling customers get when they tuck into something special. The ‘Made to make you Mmmmm’ campaign used the familiarity of one of Scotland’s favourite dance tracks and a variety of relatable scenarios to create memorable little audio treats for their audience on radio.
Entry image
Entry video
Entry credits
- Gary Lamont, Head of Creative, Bauer Create
- Mark Cowan, Commercial Music Producer, Bauer Create
- Ellen Macdonald, Creative Designer, Bauer Create
- Theresa Donnelly, Sales Manager, Bauer Media Group
- Graeme McKellar, Senior Creative, Bauer Create
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Nominated
Company
BBC Creative
Client
BBC Sport
Summary
These trails launched the BBC’s coverage of the Euros this summer and played across the major BBC radio stations.
They explore the emotions felt by the home nations, after waiting an extra year for the Euros due to the Covid pandemic. We hear from excited fans describing their own reasons that they can’t wait for the tournament to start, with the overarching idea of ‘The Wait Is Over’.
We found and interviewed football fans from across the UK, using eight voices (two from each home nation).
We reflected the collective point of view from each nation, spending an hour with each interviewee to help bring out their stories. This was crafted into an emotive piece of audio narrative.
The voices were brought to life with an upbeat campaign track, relevant commentary clips and endorphin-inducing sound effects.
A Northeast voice over was used to complete the regional and inclusive feel.
Entry image
Entry video
Entry credits
- Debbie Dillon, Head of Audio, BBC Creative
- Kate Dinsdale, Senior Radio Creative, BBC Creative
- Jimmy Ward, Radio Creative, BBC Creative
- Andy Parkman, Creative, BBC Creative
- On The Sly, Radio Producer, On The Sly
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Nominated
Company
The Leith Agency
Client
IRN-BRU
Summary
IRN-BRU XTRA has extra taste and no sugar – that’s a win and a win. But a lot of folk don’t know this. We needed to educate them. These 3D audio ads got win wins into people’s ears, to inspire them to get IRN-BRU XTRA into their mouths. Best listened to using headphones or earphones.
Entry image
Entry credits
- Lottie Grant, Copywriter, The Leith Agency
- Debbie Morgan, Art Director, The Leith Agency
- John Vick, Sound Engineer, Finiflex
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6
Online Video / Film / Viral Advert
Nominated
Company
MadeBrave
Client
Medtronic
Summary
Type 1 Diabetes affects millions, yet is criminally misunderstood. Very different from the more common Type 2, its sufferers told us how it wasn’t just a lack of insulin affecting their lives—but the ignorance of others to their condition.
This is the story of how a campaign helped redefine these perceptions and empowered people with Type 1 to express their lives for themselves.
The work was powered by a deceptively simple observation, universal enough to talk to everyone, everywhere:
Living with diabetes is like trying to keep a balloon in the air.
The response was overwhelming. A film and social campaign acted as fuel that got the Type 1 community engaged. Millions of organic views, thousands of participants posting their own content, and near-unanimously positive feedback.
For the community, the campaign grew to become a way for them to challenge stigma themselves—and all from one little balloon.
Entry image
Entry video
Entry credits
- Steven Hadden, Executive Creative Director, MadeBrave
- Jude Kerrigan, Group Account Director, MadeBrave
- Emma Blair, Head of Campaigns, MadeBrave
- Ross Macdonald, Senior Strategist, MadeBrave
- Stuart Lonsdale, Art Director, MadeBrave
- Perry Jonsson, Content Director, MadeBrave
- Brian McKay, Senior Copywriter, MadeBrave
- Euan Brown, Senior Project Manager, MadeBrave
- Pete Pelosi, Design Director, MadeBrave
- An Phan, Cinematographer, MadeBrave
- Sophie Davies, Head of Production, MadeBrave
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Silver
Company
Diva Ltd
Client
Bandai Namco Entertainment UK Ltd
Summary
For the launch of Little Nightmares 2, we worked with Bandai Namco Entertainment UK to create a unique and thrilling trailer, homing in on the weird and wonderful world of dreams and nightmares. To bring this idea to life Bandai Namco Entertainment UK wanted to bring on board Derren Brown. They had an idea where Derren was delivering a key story to the viewer around dreams, nightmares and why we experienced them. Diva mapped out the script and storyboard. With Derren on board, we were able to start the filming and production of the trailer. We worked closely with Bandai Namco to integrate the relevant in-game elements using in-game CG character models and environmental textures enabling us to replicate the game as closely as possible. We produced a psychologically chilling and engaging trailer that gained a hugely positive response, resulting in a surge of pre-orders for the game.
Entry image
Entry video
Entry credits
- Libby Walker, Account Director, Diva Ltd
- Lee Kirton, Communications and Marketing Director, Bandai Namco Entertainment UK Ltd
- Phil Brannelly, UK Marketing Manager, Bandai Namco Entertainment UK Ltd
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Gold
Company
Stand
Client
Police Scotland
Summary
There are an estimated 10,000 rapes in Scotland each year. Only 20 per cent are reported to police. Tackling men’s violence is of the highest strategic priority for Police Scotland. Since its formation in 2014, Police Scotland has undertaken annual campaigns that seek to reduce rape by educating men about consent. But recent insight offers evidence that, contrary to established thinking, the majority of men do understand consent but choose to ignore it. Decision-making is skewed by male sexual entitlement which, in practice, means men assuming consent where none is given. Sexual entitlement starts with assuming a right to a woman’s attention and can end with rape. Sexual entitlement is a direct consequence of the patriarchal attitudes and gender inequalities that exist in society. It’s only by recognising those inequalities and how they influence male behaviour that we can reduce and ultimately end male violence
Entry image
Police Scotland Awards Submission ThatGuy.pdf
Entry video
Entry credits
- Gordon Dyett, Client Services, Stand
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Bronze
Company
Jaywing
Client
University of Sunderland
Summary
A conscious two-fingers to the standardised approach of uni hero films, we chose to shout less about ourselves and more about our students – specifically where they go after they graduate. Human, real and open, this is a film that has an emotional heart, rather than simply a roster of facilities and empowering phrases.
“The most exciting University brand video that I have seen in years.”
Kyle Campbell – Founder, Education Marketer.
Entry image
Entry video
Entry credits
- Ben Marshall, Creative Director, Jaywing
- Amy Gwyther, Account Manager, Jaywing
- Nic Sowden, Art Direction/Design, Jaywing
- James Bird, Art Direction/Design, Jaywing
- Ariyan Savar, Copywriter , Jaywing
- Jennie Burton, Copywriter , Jaywing
- Rosie Cordingley, Copywriter, Jaywing
- Mark Grafton, Motion , Jaywing
- Kirsten Watson, Production, Jaywing
- Film & Production Partner, Production, Dead Pixel
- Jo Mayers, Artwork, Jaywing
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Bronze
Company
Skylark Media
Client
Viva!
Summary
Once a fringe movement, veganism has gone mainstream in recent years. But marketing it to meat-eaters is a particular challenge. In Viva!'s national integrated campaign, we devised a concept that avoided 'preaching' to meat consumers – and instead ask them to make the connection between animal and their pets. Our solution was to create an everyday scenario with an unexpected outcome. A young couple order a takeaway from a made-up food app, ‘Just Meat’, while petting their dog. The couple are later shocked to find a little piglet on their doorstep and the delivery driver brandishing an introductory gift - a meat cleaver. The 30-second spot was posted online to raise funds to secure spend for Viva!'s first TV ad. With no digital spend, the ad reached over 100,000 impressions with a 7.3% engagement rate. The campaign raised over its £40,000 target and premiered on Channel 4 on Valentine’s Day.
Entry image
Entry video
Entry credits
- James Sampson, Director, Skylark Media
- Jo Haywood, Producer, Skylark Media
- Dave Mackie, Director of Photography, Skylark Media
- Nyles Hollister, Camera Assistant, Skylark Media
- Saul Knight, Lighting Assistant, Skylark Media
- Simon Gennard, Sound Recordist, Skylark Media
- Tessa Sillars-Powell, Art Director, Skylark Media
- Nina Postans, Location Manager, Skylark Media
- Kate Austin, Make up Artist, Skylark Media
- Ned Welch, Floor Runner, Skylark Media
- Iiris Maki, Editor and Colourist, Skylark Media
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Nominated
Company
Skylark Media
Client
Viva!
Summary
Viva! wanted people to connect their meat-eating habits with the planet. Our solution was to create a short animation inspired by KC Green's This Is Fine meme. The one-minute film follows our character as he eats his way through a conveyor belt of live farm animals. As the pile of bones grows, so does the devastation of the planet playing on his TV screen until eventually, his face melts and his house goes up in flames. Skylark uses its skills in storytelling, humour and creativity to communicate Viva's urgent message to 'Go Vegan Now' with mixed media of hand-drawn illustration and stock footage. The results are combined views of over 500,000 on social, with the video outperforming Viva!'s next most popular video of 2021 by 200%. The video drove high engagement, with viewers 10x more likely to engage in a vegan debate than from previous campaign videos.
Entry image
Entry video
Entry credits
- Harry Slinger-Thompson, Illustrator and Animator, Skylark Media
- James Sampson, Creative Director, Skylark Media
- Charlie Miller, Illustrator and Animator, Skylark Media
- Jo Haywood, Executive Producer, Skylark Media
- Tereza Kralikova, Sound Designer, Skylark Media
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6
Online Advert or Campaign
Gold
Company
Guy & Co
Client
Albert Bartlett
Summary
Albert Bartlett's Extraordinary campaign features world-class acrobats in a fantastical representation of the potato picking line. Through a brave creative idea, stunning art direction and bold twist on a class operatic soundtrack, we show that these are no humble spuds, and that to make moments & mealtimes extraordinary is to do the Albert Bartlett.
The brand-building adverts were complemented with a series of online films, which ran across paid social and YouTube, to tactically promote key products and provide recipe inspiration - creating real campaign integration and consumer motivation.
To extend our online campaign, create engagement around its production and amplify PR, we created a 'Behind the extraordinary' making-of film.
Entry image
Entry video
Entry credits
- Cat Summers, Deputy Managing Director/Agency Producer, Guy & Co
- David Guy, Managing Creative Director, Guy & Co
- Richard Lindsay, Founder/Executive Producer, Infinite
- Gav Rodgers, Creative Director, Guy & Co
- Gemma Butler, Creative Director, Guy & Co
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Silver
Company
MadeBrave
Client
Medtronic
Summary
Type 1 Diabetes affects millions, yet is criminally misunderstood. Very different from the more common Type 2, its sufferers told us how it wasn’t just a lack of insulin affecting their lives—but the ignorance of others to their condition.
This is the story of how a campaign helped redefine these perceptions and empowered people with Type 1 to express their lives for themselves.
The work was powered by a deceptively simple observation, universal enough to talk to everyone, everywhere:
Living with diabetes is like trying to keep a balloon in the air.
The response was overwhelming. A film and social campaign acted as fuel that got the Type 1 community engaged. Millions of organic views, thousands of participants posting their own content, and near-unanimously positive feedback.
For the community, the campaign grew to become a way for them to challenge stigma themselves—and all from one little balloon.
Entry image
Entry video
Entry credits
- Steven Hadden, Executive Creative Director, MadeBrave
- Jude Kerrigan, Group Account Director, MadeBrave
- Emma Blair, Head of Campaigns, MadeBrave
- Ross Macdonald, Senior Strategist, MadeBrave
- Stuart Lonsdale, Art Director, MadeBrave
- Brian McKay, Senior Copywriter, MadeBrave
- Perry Jonsson, Content Director, MadeBrave
- Euan Brown, Senior Project Manager, MadeBrave
- Pete Pelosi, Design Director, MadeBrave
- An Phan, Cinematographer, MadeBrave
- Sophie Davies, Head of Production, MadeBrave
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Nominated
Company
BBC Creative
Summary
This year, the Super Bowl aired on Sunday the 13th of February meaning that if you stayed up to watch it, you’d be a little sleepy on the 14th - Valentine’s Day. To help fans keep their partners sweet, we created these Super Bowl Valentine’s Day cards with quirky messages and cute visuals. We sent them to influencers, bars showing the game and people could tag their partners online via the BBC socials.
Entry image
Entry credits
- Rasmus Smith-Bech, Executive Creative Director, BBC Creative
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Director, BBC Creative
- Aron Sidhu, Creative, BBC Creative
- Steven Lownes, Creative, BBC Creative
- Emily Cotton, Junior Project Manager, BBC Creative
- Victoria Stout, Senior Designer, BBC Creative
- Tom Heath, Designer/Typographer, BBC Creative
- Louis Chatto, Marketing Executive, BBC Sport
- Liv Slack, Marketing Manager, BBC Sport
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Silver
Company
Stand
Client
PoliceScotland
Summary
There are an estimated 10,000 rapes in Scotland each year. Only 20 per cent are reported to police. Tackling men’s violence is of the highest strategic priority for Police Scotland. Since its formation in 2014, Police Scotland has undertaken annual campaigns that seek to reduce rape by educating men about consent. But recent insight offers evidence that, contrary to established thinking, the majority of men do understand consent but choose to ignore it. Decision-making is skewed by male sexual entitlement which, in practice, means men assuming consent where none is given. Sexual entitlement starts with assuming a right to a woman’s attention and can end with rape. Sexual entitlement is a direct consequence of the patriarchal attitudes and gender inequalities that exist in society. It’s only by recognising those inequalities and how they influence male behaviour that we can reduce and ultimately end male violence
Entry image
Police Scotland Awards Submission ThatGuy.pdf
Entry video
Entry credits
- Gordon Dyett, Client Services, Stand
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Nominated
Company
Jaywing
Client
ADT
Summary
Jaywing identified an obvious challenge facing every family with an ADT security system last Christmas – how does Santa deliver presents without setting off the alarm? Our solution was to launch 'The Santa Update 1.0', a social-first campaign that gave parents a handy answer to this tricky festive question.
Entry image
Entry credits
- Jack Locke , Senior Account Manager, Jaywing
- Sam King , Account Director, Jaywing
- Amy Naughton , Client Services Director, Jaywing
- Andy Crowder , Head of Organic Media Strategy, Jaywing
- Fran Rainforth , Organic and Paid Media Strategy Lead, Jaywing
- Katie Lionheart , Organic Media Analyst, Jaywing
- Matt Powell , Digital Creative Director, Jaywing
- Kirsten Watson, Content Producer, Jaywing
- Dom John , Videographer, Jaywing
- Chloe Womersley , Senior Designer, Jaywing
- Jennie Burton , Senior Copywriter, Jaywing
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Bronze
Company
The Leith Agency
Client
IRN BRU
Summary
Tournament Virgins helped Scotland’s footy fans deal with the nerves and excitement of watching their men’s team in a major tournament for the first time.
Entry image
Entry video
Entry credits
- Matt Brown, Producer, MBP Productions
- Emma Hamilton, Producer, The Leith Agency
- Jim Sam, Art Director, The Leith Agency
- Sam Muir, Copywriter, The Leith Agency
- John Vick, Sound Engineer, Finiflex
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5
TV/ Cinema Campaign
Silver
Company
Refinery
Client
East of England Co-op Funeral Services
Summary
‘It means everything to us, because it means everything to you.’ A job is not just a job when it becomes a vocation – and that’s how every colleague at East of England Co-op (EOEC) Funeral Services feels. They know that entrusting a deceased loved one to a Funeral Director is probably one of the most emotional things a human will ever do. Refinery needed to acknowledge and encapsulate that emotion appropriately, narrating love and loss in an intimate way in order to build the credibility and profile of EOEC Funeral Services once again. This campaign was built around the reality that despite the difficulty of letting someone go, there will always be that one item that reminds loved ones of the person who shaped their lives and left a footprint on their heart – something EOEC Funeral Services understands implicitly as the provider that cares the most.
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Entry video
Entry credits
- Nick Bradshaw, CEO, Refinery
- Michelle Lawton-Johal, Director, Refinery
- Raj Kara, Creative Director, Refinery
- Jenny Hughes, Head of Copy, Refinery
- Luci Salt, Account Director, Refinery
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Bronze
Company
The Leith Agency
Client
IRN-BRU
Summary
The debate over the taste of IRN-BRU is dramatised in film genres.
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Entry video
Entry credits
- Jim Swan, Art Director, The Leith Agency
- Sam Muir, Copywriter, The Leith Agency
- Emma Hamilton, Producer, The Leith Agency
- Fraser Hunter, Producer, The Leith Agency
- Ben Whitehouse, Director, Stink
- John Vick, Sound Engineer, Finiflex
- Brad Lubin, Director, Another Film Company
- Paz Parasmand, Producer, Stink
- Tim Marshall, Producer, Another Film Company
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Nominated
Company
Cheetham Bell
Client
United Utilities
Summary
Nobody knows water better than fish, so who better to turn to for tips on how to use it wisely?
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Entry video
Entry credits
- Katie Davenport, Copywriter, Cheetham Bell
- Sean Wood, Art Director, Cheetham Bell
- Martin Smith, Creative Director, Cheetham Bell
- Luke Dixon, Account Director, Cheetham Bell
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Nominated
Company
Genesis
Client
Public Health Agency NI
Summary
From the 1st of February 2022, a change in NI law made it illegal to smoke in a vehicle if anyone in it is under 18. Our primary objective on this project was to tell people about the law change and provide some context.
This campaign dramatises the idea that most second-hand smoke is invisible. The unsettling visual shows a car's young passenger unwittingly engulfed in smoke. This health risk is the reason it's now illegal to smoke in a vehicle if anyone in it is under 18.
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Entry credits
- Darren Lyttle , Creative Director, Genesis
- Eoin Alexander, Head of Copy, Genesis
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Silver
Company
Skylark Media
Client
Viva!
Summary
Once a fringe movement, veganism has gone mainstream in recent years. But marketing it to meat-eaters is a particular challenge. In Viva!'s national integrated campaign, we devised a concept that avoided 'preaching' to meat consumers – and instead ask them to make the connection between animal and their pets. Our solution was to create an everyday scenario with an unexpected outcome. A young couple order a takeaway from a made-up food app, ‘Just Meat’, while petting their dog. The couple are later shocked to find a little piglet on their doorstep and the delivery driver brandishing an introductory gift - a meat cleaver. The 30-second spot was posted online to raise funds to secure spend for Viva!'s first TV ad. With no digital spend, the ad reached over 100,000 impressions with a 7.3% engagement rate. The campaign raised over its £40,000 target and premiered on Channel 4 on Valentine’s Day.
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Entry video
Entry credits
- James Sampson, Director, Skylark Media
- Jo Haywood, Producer, Skylark Media
- Dave Mackie, Director of Photography, Skylark Media
- Nyles Hollister, Camera Assistant, Skylark Media
- Saul Knight, Lighting Assistant, Skylark Media
- Simon Gennard, Sound Recordist, Skylark Media
- Tessa Sillars-Powell, Art Director, Skylark Media
- Nina Postans, Location Manager, Skylark Media
- Kate Austin, Make-up, Skylark Media
- Ned Welch, Floor Runner, Skylark Media
- Iiris Maki, Editor and Colourist, Skylark Media
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1
Automotive
Bronze
Company
TMW Business
Client
Castrol
Summary
Lubricants giant Castrol is a true icon in the world of motoring – but heritage can only take you so far. When the US division began losing market share to cheaper brands, Castrol asked us to flex our marketing expertise.
For drivers who take a hands-on approach to maintaining their cars, confidence on the road begins in the garage. So, we wanted auto enthusiasts to associate reaching for a bottle of Castrol with moments of ‘I did it myself’ performance.
The solution was Garage Swagger – a concept that shows people how totally, epically confident they can feel when they maintain their car with a premium engine oil.
Our campaign turned garage DIYers into rock gods, film stars and action heroes – complete with their own slow-mo moments, guitar backing tracks and movie-style voiceovers. And, it turned Castrol’s functional products into extraordinary oils for epic performances.
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Entry video
Entry credits
- Matt Hart, Associate Creative Director, TMW Business
- Sam Kent, Senior Copywriter, TMW Business
- Mark Willis, Creative Director, TMW Business
- Mark Brighton, Planning Director, TMW Business
- Ed Gould, Senior Art Director, TMW Business
- Jamie Berwick, Senior Artworker, TMW Business
- Dani Stewart, Senior Artworker, TMW Business
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7
Outdoor Campaign
Nominated
Company
Studio Something
Client
Tennent's Lager
Summary
The last time Scotland qualified for a major tournament was 23 years ago, it was time to build the nation’s excitement, celebrate the success of qualification and support the team no matter what. We created reactive, yet printed OOH posters, updated in real-time as the tournament progressed.
With the digital age upon us, there is no real magic in real-time updates on digital OOH sites, it is clearly understood by most how it is done. We decided that the best use of this site would be to work reactively but using print wheatpaste artwork that goes up in real-time. This was based on the idea that the mood of the nation and the natural journey of a Scotland Football fan changes, starting out optimistic then we predicted that over the tournament the mood would fluctuate and we wanted to capture this.
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Entry credits
- Gordon Barclay, Account Director, Studio Something
- Chris Marshall, Assistant Producer, Studio Something
- David Marshall, Editor + Colourist, Studio Something
- Ian Greenhill, Creative Director, Studio Something
- Jordan Laird, Creative Director, Studio Something
- Tracey Paxman, Head of Agency, Studio Something
- Andy Maas, Head of Production, Studio Something
- Michael Dart, Producer, Studio Something
- Lewis Isbell, Production Assistant, Studio Something
- Josie Neasham, Production Coordinator, Studio Something
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Nominated
Company
Torpedo
Client
AND Digital
Summary
AND Digital – a digital consultancy company – held a ‘town hall’ meeting in Manchester to celebrate the 1,300 ANDis (their staff). Torpedo created a series of ads to build excitement for those arriving at the event. Our goal was to make them feel like working at AND Digital was a big deal.
Our six brightly coloured digital billboards (with clear messaging targeting not only ANDis, but also prospective employees and future clients), were then positioned strategically around the city, in transportation hubs and main roads near the event.
To reach pedestrians, we also created attention-grabbing ‘reverse graffiti’ by power-washing messages through stencils into pavements in over 30 locations, so they’d see branded welcome messages on their way to the venue.
The combination of ads made a big impact. We received great feedback from the client and their staff, who experienced first-hand the city-wide efforts to make them feel special.
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Entry credits
- Rosie Burchell, Account Director, Torpedo
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Nominated
Company
Citizen Communications
Client
EE
Summary
We were given the incredibly high profile brief to develop an eye-catching campaign celebrating the opening of EE’s flagship experiential One Braham retail store at the base of the new EE office HQ in Aldgate, London. Hyper local media placements were chosen and fed into the concept as well as specific services such as two hour phone repairs.
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Entry video
Entry credits
- Sam Britton, Client Services Director, Citizen
- Katie Allen, Designer, Citizen
- Steve Law, Creative Team Leader, Citizen
- Jamie Martin, 3D Designer, Citizen
- Andrew Sheldrick, Copywriter, Citizen
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Bronze
Company
Drummond Central
Client
Greggs
Summary
This outdoor campaign used a motel-inspired roadside sign - featuring new twists on familiar restaurant phrases - to show that, unlike most of their competitors, a Greggs Outside Eating Area is wherever you want it to be.
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Entry credits
- Ian White, Head of Brand and Communications, Greggs
- Drummond Central, Creative Team, Drummond Central
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Nominated
Company
One Black Bear
Client
Dodo Pizza
Summary
The UK’s most popular pizza takeaway service halted their half and half pizzas. And many pizza lovers weren't happy. So we created these eye-catching ads.
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Entry credits
- Jenny Green, Senior Art Director, One Black Bear
- Tristan Vere-Hoose, Senior Copywriter, One Black Bear
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Nominated
Company
BBC Creative
Client
BBC Sport
Summary
This campaign launched and sustained the BBC’s coverage of the European Football championship. These posters were written and posted as responses to the national mood. We wanted the posters to not just excite, but also provide talkability, which they achieved on all social media platforms.
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Entry credits
- Helen Rhodes, Executive Creative Director, BBC Creative
- Tim Jones, Creative Director , BBC Creative
- James Cross, Creative Director, BBC Creative
- Andy Parkman, Creative, BBC Creative
- Ian Jones, Senior Designer, BBC Creative
- James Nolan, Designer, BBC Creative
- Rachel Roberts, Producer, BBC Creative
- Sophie Knott, Production Manager, BBC Creative
- James Parry, Portfolio Head of Marketing, BBC Sport
- John Sprott, Marketing Manager, BBC Sport
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Nominated
Company
RBH Creative Communications
Client
The Willoughby Book Club
Summary
After ten years in business, Leicester-based book subscription service The Willoughby Book Club had done little advertising. They came to us to dip their toes in the water, after having had some exposure when their service was chosen as a gift to 10 Downing Street, when the Prime Minister’s second child was born. Willoughby’s brief was to find them more prominence in their home city, where they had surprisingly limited awareness. We developed an OOH campaign to do just that.
Entry credits
- Ash Kinsella, Art director, RBH Creative Communications
- Michael Vines, Creative director, RBH Creative Communications
- James Heru, Retoucher, James Heru
- Natalie Griffiths, Account director, RBH Creative Communications
- Vic Valentine, Producer, RBH Creative Communications
- Feride Seferaj, Designer, RBH Creative Communications
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3
Poster
Silver
Company
Bray Leino
Client
Barilla
Summary
Barilla is Italy’s no.1 pasta brand, known and loved for its commitment to authenticity, quality and sustainability. But in the UK, awareness and sentiment is low, with the branded pasta category dominated by more familiar names – albeit with far smaller claims to true Italian provenance. We needed to appeal to foodie UK consumers’ taste for authenticity by conveying Barilla’s ‘Intensely Italian’ nature. To do this, we channelled Italian style and elegance through a set of playful illustrations. These combine classic pasta shapes with icons of Italy – from a Tuscan village atop a winding hill of fusilli to a leaning tower of penne – the colour scheme and composition mimicking the pack architecture.
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Entry credits
- Nicola Roberts, ECD, Bray Leino
- Henry Challender, ACD, Bray Leino
- Debbie Button, Art Director, Bray Leino
- Alex Benyon, Copywriter, Bray Leino
- Joey Guidone, Illustrator, Joey Guidone
- Anna Donaghey, Planner, Bray Leino
- Sarah Loder, Account Director, Bray Leino
- Jill Hoskins, Account Manager, Bray Leino
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Silver
Company
RBH Creative Communications
Client
The Willoughby Book Club
Summary
After ten years in business, Leicester-based book subscription service The Willoughby Book Club had done little advertising. They came to us to dip their toes in the water, after having had some exposure when their service was chosen as a gift to 10 Downing Street, when the Prime Minister’s second child was born. Willoughby’s brief was to find them more prominence in their home city, where they had surprisingly limited awareness. We developed an OOH campaign to do just that.
Entry credits
- Ash Kinsella, Art director, RBH Creative Communications
- Michael Vines, Creative director, RBH Creative Communications
- James Heru, Retoucher, James Heru
- Vic Valentine, Producer, RBH Creative Communications
- Natalie Griffiths, Account director, RBH Creative Communications
- Feride Seferaj, Designer, RBH Creative Communications
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Nominated
Company
US Studio
Client
Urban Splash
Summary
To celebrate an extraordinary year, Urban Splash produced a prestigious 365-page “Year in Review” book, alongside an accessible online version. To build anticipation for the launch, Urban Splash printed a series of posters, which appeared in their head office and at developments around the country. They teased interest by showing the review’s intriguing mix of corporate and personal stories.
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Entry credits
- Oliver Wigglesworth, Head of Design, Urban SPlash
- Emma Benyon, Senior Creative, Urban Splash
- Joe Coleman, Freelance Copywriter, Joe Coleman
- Rachel Thomas, Interior Designer, Urban Splash
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2
TV/ Cinema Commercial Under 21 Seconds
Silver
Company
The Leith Agency
Client
IRN-BRU
Summary
A difference of opinion over the taste of IRN-BRU causes a mobster to take care of a wise guy.
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Entry video
Entry credits
- Jim Swan, Art Director, The Leith Agency
- Sam Muir, Copywriter, The Leith Agency
- Emma Hamilton, Producer, The Leith Agency
- John Vick, Sound Engineer, Finiflex
- Brad Lubin, Director, Another Film Company
- Tim Marshall, Producer, Another Film Company
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Bronze
Company
Cheetham Bell
Client
United Utilities
Summary
Advice to increase water efficiency in the North West, delivered by the creatures that live and breathe the stuff.
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Entry video
Entry credits
- Katie Davenport, Copywriter, Cheetham Bell
- Sean Wood, Art Director, Cheetham Bell
- Martin Smith, Creative Director, Cheetham Bell
- Luke Dixon, Account Director, Cheetham Bell
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8
TV/ Cinema Commercial Over 21 Seconds
Nominated
Company
Chief Productions & Cheetham Bell
Client
Studio.co.uk
Summary
When is it socially acceptable to start shopping for, and celebrating Christmas? Don't ask these guys. Proud members of 'Team Early' are everywhere and they've no shame in getting the lights up before Halloween. With these quirky vignettes, we encouraged people to join Team Early and get Christmas sorted with Studio.co.uk.
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Entry video
Entry credits
- Nate Camponi, Director, Chief
- Martin Offland, Producer, Chief
- Caz Dearing, Producer, Chief
- Luke Filz, Producer, Chief
- Aron Sidhu, Writer, Cheetham Bell
- Steven Lownes, Art Director, Cheetham Bell
- Kay Barrat, Creative Director, Cheetham Bell
- Dan Bowpitt, Client Services, Cheetham Bell
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Bronze
Company
The Leith Agency
Client
The Scottish Government
Summary
To show the wider impact of not wearing a seatbelt a crash dummy test takes an unexpected turn.
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Entry video
Entry credits
- Sam Muir, Copywriter, The Leith Agency
- Jim Swan, Art Director, The Leith Agency
- Emma Hamilton, Producer, The Leith Agency
- Ben Craig, Director, Fond Films
- Sam Robson, Sound Designer, Fond Films
- Robert Allsop, Model Maker, Fond Films
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Nominated
Company
The Leith Agency
Client
The Scottish Government
Summary
People in Scotland have a tendency to either not recognise or ignore the warning signs of lung cancer. Which is great for lung cancer, as it thrives when people give it time to settle in and spread out. But if we can get people to identify their symptoms and get them checked early, then that can make all the difference.
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Entry video
Entry credits
- Dan Scott, Art Director, The Leith Agency
- Cecile Robertshaw, Copywriter, The Leith Agency
- Fraser Hunter, Producer, The Leith Agency
- Ben Craig, Director, FOND films
- Ray Allan, Producer, FOND Films
- John Vick, Sound Engineer, Finiflex
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Gold
Company
BBC Creative
Client
BBC Sport
Summary
When it comes to winter sports, athletes are often depicted as having to battle or overcome the elements in order to succeed. “Extreme by Nature” flips this notion on its head by imagining a world where a Winter Olympian’s relationship with the elements is in fact symbiotic – what if the ice and snow shapes them into unstoppable forces?
This thought was crafted into a mixed media animation which features two distinct worlds of snow and ice, one world brought to life as individually 3D printed frames and the other made through a combination of practical camera effects and meticulous post work.
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Entry video
Entry credits
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Director, BBC Creative
- Stuart Gittings, Creative, BBC Creative
- Reuben Dangoor, Creative, BBC Creative
- Matt Totterdell, Project Manager, BBC Creative
- Liz Dolan, Producer, BBC Creative
- Jess Greshoff, Production Manager, BBC Creative
- Balázs Simon , Director , Blinkink
- Rebecca Litttle, Producer , Blinkink
- Gary Owens , Composer/Creative Director , GAS Music
- Aaron Bentley , Producer/Composer , GAS Music
- Vicky Hodgkisson , Account Director , GAS Music
- James Parry , Portfolio Head of Marketing , BBC Sport
- Liv Slack, Marketing Manager, BBC Sport
- Helen Dean, Marketing Manager, BBC Sport
- Kate Plowright, Marketing Exec, BBC Sport
- Matt Totterdell, Project Manager, BBC Creative
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Silver
Company
BBC Creative
Client
BBC Sport
Summary
This film launched the BBC’s coverage of the Olympics this summer and went on to become the title sequence too. It takes us on a journey through, over, in to and around the host city, immersing our audiences in a Tokyo where the Olympics has taken over, just as it takes over our lives for 16 days every 4 years. Every aspect and facet of the city is consumed by the events and the athletes that compete in them, creating a world that is Tokyo, but not as you’ve ever seen it before – the most eclectic city in the world, packed full of the athletes and games from the most eclectic sporting event in the world. There isn’t a frame in this film that hasn’t been carefully considered. There are literally hundreds of easter eggs to delight and excite the viewer.
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Entry video
Entry credits
- Helen Rhodes, Executive Creative Director, BBC Creative
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Director, BBC Creative
- Rachel Miles, Creative, BBC Creative
- Michael Tsim, Creative, BBC Creative
- Sarah Bradbury, Producer, BBC Creative
- Jess Fenton, Production Manager, BBC Creative
- Factory Fifteen, Director, Factory Fifteen
- Isobel Conroy, Producer, Nexus Studios
- Alan Traquair, Producer, Nexus Studios
- Sean Hogan, Production Design, Nexus Studios
- Fantasista Utamaro, Design Director, Nexus Studios
- Kenji Kawai, Composer, Kenji Kawai
- Mark Hills, Sound Designer, Factory
- The Mill, Post Production, The Mill
- James Parry, Portfolio Head of Marketing, BBC Sport
- Liv Slack, Marketing Manager, BBC Sport
- Kate Plowright, Marketing Exec, BBC Sport
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Nominated
Company
BBC Creative
Client
BBC Sport
Summary
This film launched the BBC’s coverage of the European Football championship. With the tournament being delayed a year, it takes us on a journey from a huge waiting room full of bored football fans and players, to the sheer joy and relief we all felt at the competition finally being able to happen. We wanted the film to not just excite, but also provide talkability, so all the way through you’ll notice Easter eggs laden throughout, from a fleeting appearance of Timo Pukki which set Twitter alight in Iceland, to Joe Allen on the cover of a chicken magazine.
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Entry video
Entry credits
- Helen Rhodes, Executive Creative Director, BBC Creative
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Director, BBC Creative
- Andy Parkman, Creative, BBC Creative
- Sam Pavey, Planner, BBC Creative
- Rachel Roberts, Producer, BBC Creative
- Sophie Knott, Production Manager, BBC Creative
- James Parry, Portfolio Head of Marketing, BBC Sport
- John Sprott, Marketing Manager, BBC Sport
- Nicos Livesey, Director, Blinkink
- Alex Halley, Producer, Blinkink
- Mark Hills, Sound Designer, Factory
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Nominated
Company
The Leith Agency
Client
IRN-BRU
Summary
The debate over the taste of IRN-BRU came to the Wild West.
Entry image
Entry video
Entry credits
- Jim Swan, Art Director, The Leith Agency
- Sam Muir, Copywriter, The Leith Agency
- Fraser Hunter, Producer, The Leith Agency
- John Vick, Sound Engineer, Finiflex
- Ben Whitehouse, Director, STINK
- Paz Parasmand, Producer, STINK
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Nominated
Company
The & Partnership Manchester
Client
TalkTalk
Summary
Unlike other broadband providers, TalkTalk give you everything you’d expect to come as standard, free of charge. So, to highlight the ridiculousness of other providers’ extra charges, this humourous 30” TV spot translates the whole scenario into a dining experience, where even asking a question of the waiter comes at a cost.
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Entry video
Entry credits
- Andy Bunday, Creative Director, The & Partnership Manchester
- Jim Gilchrist, Director, Outsider
- Adam McGowan, Art Director, The & Partnership Manchester
- Dan OKeeffe, Copywriter, The & Partnership Manchester
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7
Copywriting
Nominated
Company
BBC Creative
Client
BBC Sport
Summary
The summer of 2021 was unforgettable for followers of England’s football team. Upon reaching the final of Euro 2020, the nation had reached a level of anticipation and excitement that had not been seen in decades. However, after a disappointing penalty defeat to Italy, this emotion spilled over into ugly scenes, including online racist abuse targeted at players who had been heralded as national heroes only days before.
To give BBC Sport a clear position against this abhorrent behaviour, we created a rapid turnaround film that celebrated how the England team had brought the country together over the course of the tournament. Through an emotive combination of voiceover and footage, the spot questions what “home” really means in the context of our national identity and takes a stand against a tiny minority who delivered abuse to players, anchoring its sign off around the existing Hate Won’t Win campaign.
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Entry video
Entry credits
- Helen Rhodes, Executive Creative Director, BBC Creative
- Tim Jones, Creative, BBC Creative
- James Cross, Creative Director , BBC Creative
- Stuart Gittings, Creative, BBC Creative
- Reuben Dangoor, Creative, BBC Creative
- Sam Pavey, Planner, BBC Creative
- Sarah Bradbury, Producer, BBC Creative
- Jess Fenton, Production Manager, BBC Creative
- Bled Bujupi, Editor, Chief
- Ben MacFarlane, Post Producer, Chief
- James Parry, Portfolio Head of Marketing, BBC Sport
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Silver
Company
OLIVER
Client
AA
Summary
Although the AA is one of Britain’s most iconic brands buying breakdown cover is rarely top of mind.
So to broaden the thinking of our audience we created a national campaign that gave the AA real relevance in moments you might expect – like preparing for winter driving. And some unexpected – like the end of lockdown and Halloween.
Entry image
AA BEST COPYWRITING 1.pdf
Entry credits
- Rod Sobral, Global Chief Creative Officer, OLIVER
- Rob Kavanagh, Executive Creative Director, OLIVER
- Paul Turner, Creative Director, OLIVER
- Magnus Thorne, Creative Director, OLIVER
- Paul Turner, Writer, OLIVER
- Magnus Thorne, Writer, OLIVER
- Paul Thorne, Art Director, OLIVER
- Magnus Thorne, Art Director, OLIVER
- Davinia Ballin, Business Director, OLIVER
- Durri Zahir, Project Manager, OLIVER
- Mark Betteridge, Associate Design Director, OLIVER
- Ben Cartwright, Account Director, OLIVER
- Marie-Charlotte Lacan, Senior Account Director, OLIVER
- Nick Baker, Planning, OLIVER
- Brian Eagle, Group Head of Design, OLIVER
- Sion O’Connor, Head of Acquisition, AA
- Simone Scaysbrook, Head of Marketing, AA
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Nominated
Company
Jaywing
Client
Skipton Building Society
Summary
People often manage their own financial investments, which requires constant monitoring of the market and keeping up with changing regulations. It’s time-consuming, complex, and uninteresting work.
We needed to let these people know there is an easier way.
Skipton Building Society’s specialist financial advisors are trained to manage your investments, helping your money grow while leaving you free to enjoy your evenings and weekends.
We brought the idea to life with aspirational imagery evocative of those moments when you’re living the good life, paired with headlines urging our audience to enjoy the most valuable thing in the world - their time. The use of complex financial terms in the headlines helped reinforce Skipton’s financial expertise while providing a dull counterpoint to the fun they could be having instead.
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Entry credits
- Karl Stones, ECD, Jaywing
- Dan Madden, Senior Copywriter, Jaywing
- Matt Eastwood, Senior Art Director, Jaywing
- Ethan Earle, Design, Jaywing
- Bob Sanderson, Design, Jaywing
- Harriet Bell, Account Director, Jaywing
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Gold
Company
STand
Client
Police Scotland
Summary
There are an estimated 10,000 rapes in Scotland each year. Only 20 per cent are reported to police. Tackling men’s violence is of the highest strategic priority for Police Scotland. Since its formation in 2014, Police Scotland has undertaken annual campaigns that seek to reduce rape by educating men about consent. But recent insight offers evidence that, contrary to established thinking, the majority of men do understand consent but choose to ignore it. Decision-making is skewed by male sexual entitlement which, in practice, means men assuming consent where none is given. Sexual entitlement starts with assuming a right to a woman’s attention and can end with rape. Sexual entitlement is a direct consequence of the patriarchal attitudes and gender inequalities that exist in society. It’s only by recognising those inequalities and how they influence male behaviour that we can reduce and ultimately end male violence
Entry image
Police Scotland Awards Submission ThatGuy.pdf
Entry video
Entry credits
- Gordon Dyett, Client Services, Stand
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Bronze
Company
Chris Miller
Summary
My livelihood depends on having a good website. Against my better judgement, I commissioned myself to write a new one. Well, I was both nearby and cheap.
In the past, I've used my site to showcase my portfolio. But here I wanted my site to be a creative entity in its own right.
I hoped to give prospective clients a cheerful read even if, in the process, they got a glimpse of that bulging bin bag of character flaws masquerading as my personality.
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Entry credits
- Chris Miller, Copywriter, Chris Miller
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Gold
Company
Bauer Create
Client
Bauer Media Scotland
Summary
We created an initial promotional piece in 2020 for Scotland’s Male Euro Qualifying campaign to promote Bauer’s radio coverage. It was really well received and achieved our highest viral reach of the year across social platforms.
In the build up to the 2021 tournament finals, Bauer’s programming team needed a follow-up piece to hype and promote their coverage of Scotland’s Euros campaign – their first finals appearance in 23 years. ‘We Always Go Together’ became Bauer’s call to arms, soundtracked by a bespoke composition of the famous Scottish folk song 'Wild Mountain Thyme'.
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Entry video
Entry credits
- Gary Lamont, Head of Creative, Bauer Create
- Mark Cowan, Commercial Music Producer, Bauer Create
- Daniel Sherratt, Video Producer, Bauer Media Group
- Ellen Macdonald, Creative Designer, Bauer Create
- Allan Davidson, Senior Producer, Bauer Create
- Victoria Easton-Reilly, Content Director, Bauer Media Group
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Nominated
Company
Bauer Create
Client
Discover Lanark
Summary
Discover Lanark felt they needed a more consumer-orientated brand that was ‘campaignable’ to promote town centre commerce. Against the background of gradually softening Covid lockdown restrictions, Lanark was looking to welcome locals back into the city centre and support the many local businesses. ‘Yours, Lanark’ was created to work both as a sign-off from the town, and also as an encapsulation of the pride and ownership people take in their little part of the world. Tradition was a key value, so we chose to hang the campaign on the most traditional form of communication - the written word. We sent a love letter to every residential home in Lanark, and created a copy-centric activation campaign in the city centre and across digital platforms.
Entry image
Entry video
Entry credits
- Graeme McKellar, Senior Creative, Bauer Create
- Ellen Macdonald, Creative Designer, Bauer Create
- Gary Lamont, Head of Creative, Bauer Create
- Chantelle Leigh Stewart, Motion Designer, Bauer Create
- Sammy Brennan, Illustrator, Freelancer
- Jordan McKay, Producer, Bauer Create
- David Holmes, Voiceover, Freelancer
- Antonia Pompa, BID Manager, Discover Lanark
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2
Annual Report / Publications
Nominated
Company
Fable
Client
Economics Observatory
Summary
ECO magazine is a new publication conceived to bridge the gap between academic research, government policy and the public, giving clear, balanced answers to the economic questions that Covid-19 and its fallout bring.
Economics is always moving, forever evolving so we created a standout look and feel that doesn’t stand still. A bold masthead and cover image creates intrigue from the offset and striking simplicity makes complexity manageable. Distinctive brand patterns draw readers in while compelling photography brings data to life. The result? A striking, thought-led and thought-provoking publication that will help shape the future of economics.
Making economics accessible to all is a bold aim. And in creating a look and feel for ECO magazine that’s as appealing to academics as it is to the general public, we’ve helped them achieve this. We’re excited to play our part in documenting this important time in our shared history.
Entry image
Entry video
Entry credits
- Jodie Inkson, Founder & Creative Director, Fable
- Danny Osborne, Designer, Fable
- Mairi McLellan, Designer, Fable
- Kelsey Keirby-Smith, Account Manager, Fable
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Silver
Company
US Studio
Client
Urban Splash
Summary
Through one of the toughest years imaginable, Urban Splash thrived as a company and maintained a strong team culture. So they decided to celebrate its 365 days with a prestigious hardback “Year in Review” book for key stakeholders and clients. Across 365 pages, it shared the impressive business successes and charming personal stories that made 2021 such a special year.
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Entry credits
- Oliver Wigglesworth, Head of Design, Urban SPlash
- Emma Benyon, Senior Creative, Urban Splash
- Rachel Thomas, Interior Designer, Urban Splash
- Andrew Matthews, Freelancer, Andrew Matthews
- Joe Coleman, Freelance Copywriter, Joe Coleman
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8
Public Sector
Silver
Company
Cowshed and the National Adoption Service for Wales
Summary
Children waiting longer to be adopted in Wales are over 3 years old, boys, sibling groups and children with complex needs.
#ChooseFamily puts the focus on what everyone wants most – family – and how opening your mind to any child regardless of age, gender, background etc. could help you achieve it sooner.
Praised for its honesty, authenticity, and sincerity, the campaign is rooted firmly in the experiences of adopters and adoptees.
“This captures the joys and challenges of adoption perfectly.”
“I’ve just watched the most AMAZING advert that truly shows the challenges and rewards of adoption…Totally had me in tears…and got me considering adoption.”
Through a fully integrated approach, the campaign has resulted in 35 more enquiries (25% increase). From feedback from regional adoption agencies, the campaign has also been credited for enquiries and more open considerations during the matching process.
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Entry video
Entry credits
- Vicki Spencer-Francis, MD, Cowshed
- Stacey Oliver, Campaign Director, Cowshed
- Amelia Stevens, Director of Strategy, Cowshed
- James Cavannagh, Head of Digital, Cowshed
- Charlie Simpson, Head of Creative, Cowshed
- Ruth Harrison, Head of Editorial, Cowshed
- Rhian Drummond, Creative Lead, Cowshed
- Llinos Dafydd, Welsh Creative Copywriter, Cowshed
- Aamir Mohammed, Content Producer, Cowshed
- Tomos Wilding, Designer, Cowshed
- Maris Latham, Designer, Cowshed
- Chisomo Phiri, Campaign Officer, Cowshed
- Emilie James, Campaign Officer, Cowshed
- Tim Orr, Creative Director, Sticky Ideas & Advertising
- Maurice Fallerton, Creative Director, Sticky Ideas & Advertising
- Corienne Strange, Head of Policy, Practice & Communication, National Adoption Service
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Bronze
Company
The Leith Agency
Client
The Scottish Government
Summary
People in Scotland have a tendency to either not recognise or ignore the warning signs of lung cancer. Which is great for lung cancer, as it thrives when people give it time to settle in and spread out. But if we can get people to identify their symptoms and get them checked early, then that can make all the difference.
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Entry video
Entry credits
- Cecile Robertshaw, Copywriter, The Leith Agency
- Dan Scott, Art Director, The Leith Agency
- Fraser Hunter, Producer, The Leith Agency
- Grant Byrne, Producer, The Leith Agency
- Ben Craig, Director, FOND films
- Ray Allan, Producer, FOND films
- John Vick, Sound Engineer, Finiflex
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Nominated
Company
Studio Something
Client
National Suicide Prevention Leadership Group (NSPLG)
Summary
Last year Studio Something helped launch United to Prevent Suicide, alongside our clients at the National Suicide Prevention Leadership Group (NSPLG). The campaign was aimed at making Scotland the most supportive country in the world. While the movement was successful in expanding the conversation, sharing important stories of experience and instilling confidence in us all to talk in order to save lives, the NSPLG found that men were not taking the step and pledging their support.
With FC United, we helped the NSPLG bridge that gap, speaking directly to young men on Twitter, through the medium of Scotland’s national sport; football. The aim of the movement was to connect with Scotland’s men using powerful testimony from well known people in the sport, and inviting everyone to show their support for this new team.
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Entry video
Entry credits
- Claire Blackwood, Account Director, Studio Something
- Rob Borthwick, Creative, Studio Something
- Ken Clarke, Design Director, Studio Something
- Ian Greenhill, Creative Director, Studio Something
- Tracey Paxman, Head of Agency, Studio Something
- Kenny Millar, Head of Sport, Studio Something
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Nominated
Company
Great State / Royal Navy
Client
Royal Navy
Summary
Maintaining the nation’s nuclear deterrent and conducting top secret operations all over the world takes a highly trained, elite team. But for the Submarine Service – known as the Silent Service to Royal Navy personnel – recruiting that team is notoriously difficult.
Why? Well, research showed its core target audience of 16-24-year-olds generally fell in to two categories: those who knew nothing about the Service and what it does, and those who had misconceptions. Not surprising, given that most of submariner life is shrouded in secrecy and stamped ‘classified’.
Our answer was to create a multi-channel digital campaign that would disrupt the traditional recruitment process to drive a significant uplift in applications.
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Entry video
Entry credits
- Andrew Green, Client Partner, Great State
- Saskia Jury, Account Director, Great State
- Kate Reynolds, Delivery Manager, Great State
- Alex Stansfield, Senior Strategist, Great State
- Robert Mozelewski, Senior Copywriter, Great State
- Jon Butterworth, Experience Designer, Great State
- Paul Colley, Head of Marketing, Royal Navy
- Lt Cdr Lee Thorne, National Campaigns Marketing Manager, Royal Navy
- Heather Goodale, CRM Digital Marketing Manager, Royal Navy
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Nominated
Company
Story
Summary
Every winter, NHS 24’s Winter/Spring campaign asks people to take simple steps to look after their health. With a few easy steps, people can do their bit to look after themselves, their loved ones and reduce the strain on the NHS at the busiest time of year. In 2020/2021 with a pandemic to deal with and even more pressure on the NHS, we asked people to: ‘Show you care. Prepare.’ In a twist, our TV ad saw people taking the steps needed, with their efforts being appreciated enthusiastically – by NHS staff clapping for them.
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Entry video
Entry credits
- Heather Hughes, Senior Copywriter, Story
- Dave Mullen, Exec Creative Director, Story
- Rachel Gilchrist, Senior Art Director, Story
- Karen Kneale, Client Services Director, Story
- Tracy Milne, Senior Account Manager, Story
- Graham Robb, Creative Facilities Manager, Story
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Nominated
Company
borne
Client
Norfolk County Council
Summary
Using scroll-stopping animation on social media to promote COVID-safe behaviour to young people aged 13-24 during a critical time of pandemic lockdown measures easing.
Coming out of lockdown was a challenging time and as young people headed back to school and college, Norfolk County Council needed to engage with them to follow government guidelines.
At the time, official communication wasn’t getting the cut through it needed and the young age group were particularly susceptible to seeing ‘fake news’ surrounding COVID-19.
Animated imagery was to be key for the response to brief, it provided endless scope for creativity and the opportunity to create advertising that was refreshing to the audience demographic.
The final illustrated piece was something young people would never expect, totally out of the realms of what is usually communicated from the local authority. It pushed boundaries for client and the skills of agency creatives.
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Entry video
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Gold
Company
Stand
Client
PoliceScotland
Summary
There are an estimated 10,000 rapes in Scotland each year. Only 20 per cent are reported to police. Tackling men’s violence is of the highest strategic priority for Police Scotland. Since its formation in 2014, Police Scotland has undertaken annual campaigns that seek to reduce rape by educating men about consent. But recent insight offers evidence that, contrary to established thinking, the majority of men do understand consent but choose to ignore it. Decision-making is skewed by male sexual entitlement which, in practice, means men assuming consent where none is given. Sexual entitlement starts with assuming a right to a woman’s attention and can end with rape. Sexual entitlement is a direct consequence of the patriarchal attitudes and gender inequalities that exist in society. It’s only by recognising those inequalities and how they influence male behaviour that we can reduce and ultimately end male violence
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Police Scotland Awards Submission ThatGuy.pdf
Entry video
Entry credits
- Gordon Dyett, Client Services, Stand
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Bronze
Company
SBW
Client
Welsh Government / Llywodraeth Cymru
Summary
21 March 2022 is a historic moment for children and their rights in Wales. From this day on, physically punishing children will be illegal in Wales. The Sound of Change campaign announces to the nation that Wales is #EndingPhysicalPunishment celebrating children’s rights and empowering parents.
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Entry video
Entry credits
- Cerys Marks, Creative Director, SBW
- Leticia Korin-Moore, Managing Director, SBW
- Toby Cameron, Owner, OnPar Productions
- Ida Hennius, Senior Account Manager, SBW
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4
B2B
Bronze
Company
Lesniak Swann
Client
Nuaire
Summary
Revised building regulations mean that air bricks installed to improve ventilation in buildings must be non-combustible. This led Nuaire to launch a range of metal air bricks that complied with the new regulations.
Communicating safety and reassurance was key to this campaign, but Nuaire were conscious that this could result in boring, non-engaging creative. An attention grabbing idea that carefully balanced the technical subject matter needed to be found.
So we developed the “Only Metal Will Do” campaign, which prove highly effective in offering attention-grabbing creativity whilst maintaining technical credibility of the product.
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Entry video
Entry credits
- Julian Watson, Senior Designer , Lesniak Swann
- Mark Lesniak , Creative Director, Lesniak Swann
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Gold
Company
The Creative Consultancy
Summary
Royal Mail wanted to reach the decision makers in three large-scale retailers that weren't currently using their services and had been previously unresponsive to their sales team.
We anticipated that presenting the Royal Mail proposition from their point of view was not going to cut through with our three target fashion brands - Levis’s, MissGuided and Primark. So, we identified focus groups of shoppers in each of the three brands and asked them for their views on everything from Sunday delivery to sustainability, from contributing to the community to the cost of clothing and from returns to reputation.
We were approaching C-Suite individuals, so the box needed to be ‘wow’, but also important and personal enough to get through the receptionist and PA into the right hands.
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Entry video
Entry credits
- Teresa Sullivan, Executive Creative Director, The Creative Consultancy
- Tim Cornell, Creative Director, The Creative Consultancy
- Henry Plumridge, Copywriter, The Creative Consultancy
- Marie Hague, Senior Designer, The Creative Consultancy
- Dean Chillmaid, Senior Designer, The Creative Consultancy
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Nominated
Company
TMW Business
Client
Talentsoft, a Cegid compnay
Summary
Talentsoft needed to raise awareness of its hassle-busting HR platform, Talentsoft Hub.
We knew that Ill-fitting technology makes our audience’s lives hard. So, we brought their pain points to life in an engaging way – via whimsical personification.
‘The Grumbles’ were born: ownable, loveable creatures that hide in HR systems and wreak havoc. Starting life as sketches, born in FIMO modelling clay then transformed into 3D digital, our characters starred in a series of nature-doc style videos, complete with David Attenborough-esque narration. Each animation introduced a Grumble (representing a HR problem) and promoted Hub as a way to get rid of it.
The campaign helped Talentsoft stand out across channels. The results? Above-target LinkedIn click-through and engagement rates. Above-average completion and video view-through rates. And 930 LinkedIn leads in just six weeks.
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Entry video
Entry credits
- Mark Brighton, Planning Director, TMW Business
- Ed Gould, Art Director, TMW Business
- Sam Kent, Senior Copywriter, TMW Business
- Julie Kinsella, Client Director, TMW Business
- Dani Stewart, Senior Artworker, TMW Business
- Matt Hart, Associate Creative Director, TMW Business
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Nominated
Company
Whitespace - An Isobar Company - dentsu
Client
Bright HR
Summary
We were asked to help grow awareness and increase subscriptions of BrightHR – a subscription based HR management tool for SMEs.
To achieve both the cut-through and demonstrate the multitude of ways in which BrightHR can help SME businesses, Whitespace and iProspect worked in synergy to create multi-channel campaign with an engaging and impactful creative.
The humorous commercial sees former premiership football manager, Harry Redknapp, star as an old-school HR manager, struggling to cope with his latest role. As H.R. puts his bewildered team through training drills and tactical briefings, the boss explains she’s signed a new assistant to help him: the BrightHR service. Resigned to his office, he shakes his head -“Tottenham all over again”, he complains.
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Entry video
Entry credits
- Neil D Walker, Creative Director, Whitespace
- Lisa Goldie, Senior Creative Writer, Whitespace
- Rory Imlach, Art Direction, Whitespace
- Jenni Jones, Senior Account Manager, Whitespace
- Anita McCann, Group Account Director, Whitespace
- Chris Davey, Head of Creative / ECD, Whitespace
- Chris Mudge, Director, Chief
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3
Music and Entertainment
Gold
Company
made by blah
Client
Netflix
Summary
To promote and celebrate the final season of After Life, which launched on January 14th, Netflix asked us to create something memorable and special that drives positive conversation about the show and its portrayal of grief. Benches play an integral part of some of the most memorable moments in After Life, as well as serving as important places for reflection and remembrance in our day-to-day life.
In partnership with Netflix and CALM, 30 permanent ‘Benches of Hope’ were installed across key locations around the UK. Each of the Benches of Hope is inscribed with a simple but significant quote from the show, “Hope is Everything,” inviting people to take a moment to think or connect with someone else around them. The benches were created in partnership with the charity CALM. Those who visit a bench are able to access resources from CALM via a unique QR code.
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Entry video
Entry credits
- Oli Cole, Executive Creative Director, made by blah
- Jim Townsend, Executive Creative Director, made by blah
- na na, Client, Netflix
- na na, na, CALM
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Nominated
Company
Diva Ltd
Client
Bandai Namco Entertainment UK Ltd
Summary
For the launch of Little Nightmares 2, we worked with Bandai Namco Entertainment UK to create a unique and thrilling trailer, homing in on the weird and wonderful world of dreams and nightmares. To bring this idea to life Bandai Namco Entertainment UK wanted to bring on board Derren Brown. They had an idea where Derren was delivering a key story to the viewer around dreams, nightmares and why we experienced them. Diva mapped out the script and storyboard. With Derren on board, we were able to start the filming and production of the trailer. We worked closely with Bandai Namco to integrate the relevant in-game elements using in-game CG character models and environmental textures enabling us to replicate the game as closely as possible. We produced a psychologically chilling and engaging trailer that gained a hugely positive response, resulting in a surge of pre-orders for the game.
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Entry video
Entry credits
- Libby Walker, Account Director, Diva Ltd
- Lee Kirton, Communications and Marketing Director, Bandai Namco Entertainment UK Ltd
- Phil Brannelly, UK Marketing Manager, Bandai Namco Entertainment UK Ltd
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Nominated
Company
RBH Creative Communications
Client
The Willoughby Book Club
Summary
After ten years in business, Leicester-based book subscription service The Willoughby Book Club had done little advertising. They came to us to dip their toes in the water, after having had some exposure when their service was chosen as a gift to 10 Downing Street, when the Prime Minister’s second child was born. Willoughby’s brief was to find them more prominence in their home city, where they had surprisingly limited awareness. We developed an OOH campaign to do just that.
Entry credits
- Ash Kinsella, Art director, RBH Creative Communications
- Michael Vines, Creative director, RBH Creative Communications
- James Heru, Retoucher, James Heru
- Vic Valentine, Producer, RBH Creative Communications
- Natalie Griffiths, Account director, RBH Creative Communications
- Feride Seferaj, Designer, RBH Creative Communications
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5
6, 4 or Smaller Sheet Poster
Nominated
Company
One Black Bear
Client
Dodo Pizza
Summary
The UK’s most popular pizza takeaway service halted their half and half pizzas. And many pizza lovers weren't happy. So we created these eye-catching ads.
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Entry credits
- Tristan Vere-Hoose, Senior Copywriter, One Black Bear
- Jenny Green, Senior Art Director, One Black Bear
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Bronze
Company
TBWA\MCR
Client
Papyrus -Prevention of Young Suicide
Summary
TBWA\MCR work closely with PAPYRUS – Prevention of Young Suicide charity. We’d found that the pandemic lockdowns of 2020/2021 had hit young people’s mental health particularly hard. Many of them struggle to know who they could talk to about suicidal feelings, so instead they would just mask how they felt. Papyrus asked us to create a simple powerful message that showed young people that they no longer had to cover how they felt, and that Papyrus was there to provide them with help, advice and support.
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Entry credits
- Jason Chadwick, Senior Art Director, TBWA\MCR
- Guy Farrow, Photographer, Guy Farrow Photography
- Lisa Nichols, ECD, TBWA\MCR
- Gary Fawcett, ECD, TBWA\MCR
- Rosie Conning, Account Director, TBWA\MCR
- Emily Adams, Planner, TBWA\MCR
- Sam Rutter, Senior Copywriter, TBWA\MCR
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Nominated
Company
Genesis
Client
Public Health Agency NI
Summary
From the 1st of February 2022, a change in NI law made it illegal to smoke in a vehicle if anyone in it is under 18. Our primary objective on this project was to tell people about the law change.
These digital ads used familiar driving-related iconography to connect the idea of smoking and the new laws in clever, eye-catching animations that were stopped social media scrollers in their tracks.
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PHA SMOKING 6 SHEETS.pdf
Entry credits
- Darren Lyttle, Creative Director, Genesis
- Eoin Alexander, Head of Copy, Genesis
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Nominated
Company
McCann Leeds
Client
Slumberdown
Summary
How do you advertise a product with two USPs, made in mind for two different kinds of sleepers? Around 50% of partners sleep at different temperatures, so Slumberdown created ‘Made For You Two’ – a dual TOG duvet, split in half for pairs of warm and cool sleepers.
To sell this simple sleep solution, we used an equally simple and clever solution to match. Using the visual metaphor of animals from opposite climates melded together to form one being, we sold one very clever product in a simple, sweet way. Warm climate pelicans and cold climate penguins became a fused ‘peliguin’. Summery brown bears and wintery polar bears became a gradient bear, blended from brown to white. Plus huskies blended with lions and clownfish with Tuna. The imagery is striking and distinctive.
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Entry credits
- Gavin Shore, ECD, McCann Leeds
- Adele Booth, Snr Creative , McCann Leeds
- Emily Cuthbert, Creative, McCann Leeds
- Tom Smith , Head of Design , McCann Leeds
- Scott Oxley, Snr Designer, McCann Leeds
- Alex Finney, Designer, McCann Leeds
- Emma Quirk, Creative Artwork, McCann Leeds
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Silver
Company
RBH Creative Communications
Client
Young People First
Summary
Our client, YPF, works to inspire young people to reach their full potential and overcome personal barriers preventing them from achieving.
Almost everyone has experienced the injustice of being negatively labelled at some point when we were young. It’s comments like “You won’t amount to anything” and the attitudes such comments reflect that can limit young people’s self-belief.
Working off this insight, we created a campaign using prominent figures from the past who had experienced significant challenges in their youth – making the point that everyone should have the right to realise their full potential, no matter what their background.
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Entry credits
- Ash Kinsella, Art director, RBH Creative Communications
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3
Direct Mail
Bronze
Company
KISS
Client
Bayer CropScience UK
Summary
Face-to-face meetings have always been important to Bayer for building customer relationships. With Covid making these meetings challenging, they asked us to create a twice-yearly direct mail booklet. This needed to keep farmers updated on product news, but also replicate the sense of being a valued customer that the in-person meetings had built.
Bayer also had some important news to share: that the UK’s leading fungicide, Bayer’s Ascra, used to treat wheat diseases, has now been approved for use in barley. This was where we found our inspiration for a truly stand-out mailpack.
Entry image
Kiss Drum Awards Entry Bayer Spring Farmer 4.pdf
Entry credits
- Max Dunlop, Art Director, KISS
- Andy McLaughlin, Creative Artworker, KISS
- Sue Cartwright, Account Management Director, KISS
- Rachael Roberts, Marketing Communications Manager, Bayer CropScience Ltd
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Gold
Company
The Creative Consultancy
Client
Royal Mail
Summary
Royal Mail wanted to reach the decision makers in three large-scale retailers that weren't currently using their services and had been previously unresponsive to their sales team.
We anticipated that presenting the Royal Mail proposition from their point of view was not going to cut through with our three target fashion brands - Levis’s, MissGuided and Primark. So, we identified focus groups of shoppers in each of the three brands and asked them for their views on everything from Sunday delivery to sustainability, from contributing to the community to the cost of clothing and from returns to reputation.
We were approaching C-Suite individuals, so the box needed to be ‘wow’, but also important and personal enough to get through the receptionist and PA into the right hands.
Once opened the boxes revealed a range of curated objects, an original magazine and focus group video to convey Royal Mail's proposition.
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Entry video
Entry credits
- Teresa Sullivan, Executive Creative Director, The Creative Consultancy
- Tim Cornell, Creative Director, The Creative Consultancy
- Henry Plumridge, Copywriter, The Creative Consultancy
- Marie Hague, Senior Designer, The Creative Consultancy
- Dean Chillmaid, Senior Designer, The Creative Consultancy
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Bronze
Company
James Cropper
Summary
To coincide with our partnership with the Wainwright Literary Prize for writing on Nature and Conservation, the Wainwright Colours from Nature collection is the latest innovation in the James Cropper paper portfolio to create value from waste streams.
This capsule collection of papers is made with 100% recycled fibre certified to the FSC® recycled label and dyed with an non-edible extract from Rosemary.
Designed primarily for the packaging and publishing sectors, the collection offers a bleed-free and rub resistant paper with lightfastness comparable to that achieved with industry standard synthetic dyes.
The papers in the collection are inherently biodegradable, should they end up in the environment. However, recycling is always recommended so that the valuable paper fibre can be given another useful life.
The Wainwright Colours are available from stock, however the naturally derived dye technology can be applied to bespoke projects through James Cropper’s Tailor Made papermaking service.
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Entry credits
- Dorien Brouwers, Illustrator, Dorien Brouwers
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7
Photography
Gold
Company
The Leith Agency
Client
IPHA
Summary
Whilst the uptake of COVID vaccines in Ireland was high, this is just one of a range of vaccines available to people. We needed a way to show how vaccines can protect people, and allow them to continue with their life free from diseases. We developed a photo journalistic campaign highlighting the moments people experience, developed by vaccines.
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Entry video
Entry credits
- John Mcpartland, Creative Director Health , The Leith Agency
- Lottie Grant, Copywriter, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Joanna Niklas, Producer, CRXSS
- Kate Peters, Photographer, CRXSS
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Nominated
Company
Absolute Agency
Client
Edge Hill University
Summary
Edge Hill have been inspiring minds and changing futures since 1885, and although they’re regularly awarded for their teaching excellence and outstanding campus, they needed a student recruitment campaign which separated them out from their competitors. One which placed emphasis on the high quality, human nature of Edge Hill.
The ‘Expand your opportunities’ campaign is centred around a ripple effect idea in its messaging and graphics but it’s the beautiful, aspirational photography of the real students which have helped Edge Hill really stand out from the crowd.
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Entry credits
- Simon Allman, Creativer Director, Absolute
- Mel Yates, Art Director, Absolute
- Guy Farrow, Photographer, Freelancer
- Conrad Ohnuki, Photography Assistant, Freelancer
- Gary Roylance, Retoucher, Freelancer
- Paula Smith, Client Services, Absolute
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Bronze
Company
BBC Creative
Client
BBC Sport
Summary
Our ambition was to break with conventions of traditional sports presenter publicity imagery, exploring routes to confound audience expectation.
Inspired by the frozen block of ice theme from the TV ad, we set ourselves the challenge of imagining our presenters suspended in ice.
Ice-sculptures were crafted and shot to integrate bespoke studio photography, SFX makeup and styling, pushing the boundaries of experimental digital design to enhance the frozen effects. Art direction had presenters literally rise to the challenge, with looks of anticipation whilst suspended in ice and time.
The images launched the BBC Winter Olympics campaign with widespread press coverage and were seen on all major viewing platforms and in audience homes through iPlayer, Sky and Amazon Prime to name a few.
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Entry credits
[{"firstName": "Sam", "lastName": "Ratcliffe", "jobTitle": "Senior Creative –\xa0Imagery", "company": "BBC Creative", "email": "", "linkedin": ""}, {"firstName": "Nick", "lastName": "Eagle", "jobTitle": "Photographer", "company": "Nick Eagle", "email": "", "linkedin": ""}]
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Nominated
Company
Fluid Ideas
Client
ZeroZilchZip
Summary
Creating a visual world of alcohol freedom
It used to be hard to find the world’s finest alcohol-free drinks. Not anymore. ZeroZilchZip is a brand born to cut through the muddle and mediocrity of the supermarket shelves, giving you the fastest, faff-free way to discover the delights of alcohol-free drinking.
The brand’s first curation celebrates 62 drinks. Small. Sublime. And ready to embrace new entries or update the collection in the blink of an IPA. A simple and striking photography style brings this small but diverse collection of drinks into a cohesive family.
The photography is an integral part of the bold brand identity. And to be honest, we couldn’t be prouder.
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Entry video
Entry credits
- Fluid Ideas, Full service agency, Fluid Ideas
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Nominated
Company
The & Partnership Manchester
Client
TalkTalk
Summary
Press and outdoor campaign to launch TalkTalk’s new partnership with entertainment giants Netflix.
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Entry credits
- Andy Bunday, Creative Director, The & Partnership Manchester
- Faye Gibbon, Art Director, The & Partnership Manchester
- Emily Beech, Copywriter, The & Partnership Manchester
- Emma Stocks, Producer, The & Partnership Manchester
- Nick Dolding, Photographer, Horton-Stephens
- Lauren Wright, Account Director, The & Partnership
- Ben Court, Senior Account Manager, The & Partnership
- Laura Moulden, Senior Brand Planner, The & Partnership
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Silver
Company
The Leith Agency
Client
Scotland’s Railway/Network Rail Scotland
Summary
Selling rail travel during a pandemic. Hardly a walk in the park. But it was another sort of journey. A trip across Scotland to capture shots of people and places that represented the ways Scotland’s Railway linked up a nation - using a dramatic track-like perspective to create a sense of being on a journey to better times.
Entry image
Photography - Scotlands Railway 2.pdf
Entry credits
- Colin Montgomery, Copywriter, The Leith Agency
- Vinnie Walsh, Art Director, The Leith Agency
- David Boni, Photographer, David Boni
- Sarah Lauder, Production, Sarah Lauder Productions
- Stuart Whibley, Artworker, The Leith Agency
- Grant Byrne, Producer, The Leith Agency
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Nominated
Company
The Leith Agency
Client
The Scottish Government
Summary
Drug and alcohol addiction is a condition that affects people across society – and too often, those struggling with addiction are stigmatised. The Scottish Government wanted to challenge that; to have us see these people as ordinary individuals, and their illness as a health condition that deserves understanding, not judgement. We used bold and emotive portraits to make the case.
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Photography - Drugs.pdf
Entry credits
- Vinnie Walsh, Art Director, The Leith Agency
- Colin Montgomery, Copywriter, The Leith Agency
- David Boni, Photographer, David Boni
- Sarah Lauder, Producer, Sarah Lauder Productions
- Steve Milne, Artworker, The Leith Agency
- Stuart Whibley, Artworker, The Leith Agency
- Andy McLean, Producer, The Leith Agency
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3
Press Campaign
Nominated
Company
The Leith Agency
Client
IPHA
Summary
Whilst the uptake of COVID vaccines in Ireland was high, this is just one of a range of vaccines available to people. We needed a way to show how vaccines can protect people and allow them to continue with their life free from diseases. We developed a photo journalistic campaign highlighting the moments people experience, developed by vaccines.
Entry image
Entry video
Entry credits
- Lottie Grant, Copywriter, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- John Mcpartland, Creative Director Health, The Leith Agency
- Joanna Niklas, Producer, CRXSS
- Kate Peters , Photographer, CRXSS
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Silver
Company
Ark Studio
Client
Nicholas Bamber, European Marketing Director and Katy Chilvers, Marketing Manager, Foster Refrigerator
Summary
Foster Refrigerator are one of Europe's leading manufacturers of commercial refrigeration, trusted by the very best Michelin-starred chefs. With the hospitality industry finally bouncing back after the pandemic, 2022 saw the welcome launch of Foster's new flagship product – the EcoPro G3. Innovation is at the core of this new range – its pioneering 'Foster Shield' technology helps the product achieve market-leading food safety through advanced temperature control and re-engineered airflow. And with food safety a hot topic amongst the industry, it was the key USP which underpinned the brief. With media pre-booked in trade press, Ark was tasked with creating “something with cut-through”. With many competitors delivering busy, copy-heavy ads, we were keen on crafting a set of arresting executions which got to the punchline quickly. 'Food stays safer with Foster' is a campaign which keeps it simple and places food safety at the very centre (quite literally).
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Entry credits
- Lee Nash, Managing Creative Partner, Ark Studio
- Nick Pearce, Art Director, Ark Studio
- Simon McWhinnie, Managing Creative Partner, Ark Studio
- Neil Wright, Managing Creative Partner, Ark Studio
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Gold
Company
OLIVER
Client
AA
Summary
Although the AA is one of Britain’s most iconic brands buying breakdown cover is rarely top of mind.
So to broaden the thinking of our audience we created a national campaign that gave the AA real relevance in moments you might expect – like preparing for winter driving. And some unexpected – like the end of lockdown and Halloween.
Entry image
AA BEST PRESS CAMPAIGN 1.pdf
Entry credits
- Rod Sobral, Global Chief Creative Officer, OLIVER
- Rob Kavanagh, Executive Creative Director, OLIVER
- Paul Turner, Creative Directors, Writer, Art Director, OLIVER
- Magnus Thorne, Creative Directors, Writer, Art Director, OLIVER
- Davinia Ballin, Business Director, OLIVER
- Durri Zahir, Project Manager, OLIVER
- Mark Betteridge, Associate Design Director, OLIVER
- Ben Cartwright, Account Director, OLIVER
- Marie-Charlotte Lacan, Senior Account Manager, OLIVER
- Nick Baker, Planning, OLIVER
- Brian Eagle, Group Head of Design , OLIVER
- Sion O’Connor, Head of Acquisition, OLIVER
- Simone Scaysbrook, Head of Marketing, OLIVER
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6
Item of Self Promotion
Nominated
Company
Lewis Moberly
Summary
20 for ’22 is a provocative outlook of the key trends that will shape consumer behaviour and brand responses throughout 2022. Built around four macro-movements, each of the 20 trends provides an inspiring insight to new technologies, category shifts and design directions. The highly visual approach is a deliberate departure from the more academic format traditionally used for white papers, with the belief that foresight is at its most informative and inspiring when made tangible and digestible. The creative idea was born from the belief that while each trend is individual, they all interact and build together to form the multi-facetted world of the near future.
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Entry credits
- Ben Sillence, Head of Strategy, Lewis Moberly
- Emily Fox, Creative Director, Lewis Moberly
- Joran Frydenlund, Design Director, Lewis Moberly
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Gold
Company
Havas Lynx Group
Summary
Havas Lynx Group is committed to being an inclusive place for those from the LGBTQ+ community.
But for PRIDE 2021, we wanted to do something more than just fly a rainbow.
So we created A very Havas PRIDE – a campaign featuring the voices of our very own LGBTQ+ community.
We interviewed 10 people from the agency and shared their experiences – through Insta posts and banners that we flew at agency HQ. Every piece of content had bespoke illustrations from an in-house illustrator, with an eye-popping colour palette based on the updated PRIDE flag. It was bright, it was vibrant, and it showed that at Havas, everyone has a voice.
The campaign was widely shared and liked on Instagram and LinkedIn, and prompted over 140 people within the company to sign up to specially created Employee Resource Groups.
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Entry credits
- Paul Kinsella, Chief Creative Officer, Havas Lynx Group
- Rob Jenkins, Creative Director, Havas Lynx Group
- Angus Prior, Head of Copy, Havas Lynx Group
- Alanna Chamberlain, Senior Creative and Illustrator, Havas Lynx Group
- Lydia Martin, Copywriter, Havas Lynx Group
- Andy Doughty, Senior Account Manager, Havas Lynx Groyp
- Amy Priestly, Brand Manager, Havas Lynx Group
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Nominated
Company
Absolute Agency
Summary
The agency Christmas card, a chance for us to send out a promotional piece to our peers and clients that a) feels festive, b) feels distinctly Absolute and c) hasn’t been done before. Sounds simple enough right?!
But sometimes it’s the simplest ideas that are the best and you’ll be hard pressed to find a simpler idea than a white sheet of paper and orange carr... pencil.
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Entry credits
- Simon Allman, Creative Director, Absolute
- Rob Clayton, Creative, Absolute
- Mel Yates, Creative, Absolute
- Shelley Wood, Accounts, Absolute
- Joe Coleman, Copywriter, Freelancer
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Nominated
Company
Ideas and That
Client
NA - Self Promotion for our agency, Ideas and That
Summary
Who says self-promotion has to be selfish or self-centred?
With a certain well known brand's 'Book of Dreams' no longer in production, we decided that Christmas wasn’t Christmas without it. So we decided to bring it back, but with a twist. We created… 'The Small One'; full to the brim with wares from small and independent businesses. It was a chance for Christmas shoppers to flick, circle and buy, buy, buy… knowing that every time they did, it would fill a small business owner with Christmas cheer. A welcome alternative to today's mass produced shopping culture. All of the childhood nostalgia, none of the mass-produced stuff! We distributed physical copies FOC (along with those tiny wooden pencils), not just to potential clients, but to everyone and anyone who asked. After all, this was to find a creative way to support independent businesses, at a time when they needed it most.
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Entry credits
- Amy Parkhill, Co-founder, Ideas and That
- William Upfield, Co-founder, Ideas and That
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Bronze
Company
Music
Summary
If we’ve learnt anything since March 23rd 2020, it’s been the value of seizing the day. Of course, that’s been easier said than done since life under restrictions. But we’ve all tried our best. And so, we created a 2022 diary that captured moments and reflections from one of the corresponding days from 2020 or 2021.
Mining our own data from January 2020 up to December 2021, we compiled 365 entries from emails, Teams channels, texts, WhatsApp messages, NHS apps and health records, news articles, social media, and human memory. Together, they reflect us as an agency, and the weird journey we’ve been on – from our blissfully ignorant social and working lives, to a smaller company wary of the new normal via cat stalkers, homeschooling nightmares, Family Zoom quizzes, fitness fails, paint can audits and a lot of music, films and TV.
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Entry credits
- David Simpson, Creative Director, Music
- Paolo Carniel, Head of Copy, Music
- Matthew Beardsell, Operations Directio, Music
- Sue Strange, Client Services Director, Music
- Amy Monaghan, Studio Manager, Music
- Amber Blair-Keyes, Junior Designer, Music
- Pearl Thompson, Junior Designer, Music
- Billy Slattery, Junior Designer, Music
- Lowri Evans, Senior Designer, Music
- Charlie Harding, Designer, Music
- Jade Haslehurst, Senior Client Services Manager, Music
- Sophie Gould, Client Services Manager, Music
- Steven Wainwright, Designer, Music
- Beth Rowbotham, Designer, Music
- Carmen Ladwig, Senior Creative, Music
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Silver
Company
Bauer Create
Client
Bauer Media Scotland (internal promotion)
Summary
We created an initial promotional piece in 2020 for Scotland’s Male Euro Qualifying campaign to promote Bauer’s radio coverage. It was really well received and achieved our highest viral reach of the year across social platforms.
In the build up to the 2021 tournament finals, Bauer’s programming team needed a follow-up piece to hype and promote their coverage of Scotland’s Euros campaign – their first finals appearance in 23 years. ‘We Always Go Together’ became Bauer’s call to arms, soundtracked by a bespoke composition of the famous Scottish folk song 'Wild Mountain Thyme'.
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Entry video
Entry credits
- Gary Lamont, Head of Creative, Bauer Create
- Mark Cowan, Commercial Music Producer, Bauer Create
- Daniel Sherratt, Video Producer, Bauer Media Group
- Ellen Macdonald, Creative Designer, Bauer Create
- Allan Davidson, Senior Producer, Bauer Create
- Victoria Easton-Reilly, Content Director, Bauer Media Group
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1
48 or 96 Sheet Poster
Gold
Company
Genesis
Client
Public Health Agency NI
Summary
This OOH dramatises the idea that most second-hand smoke is invisible. The unsettling visual shows a car's young passenger unwittingly engulfed in smoke. This health risk is the reason it's now illegal to smoke in a vehicle if anyone in it is under 18.
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PHA SMOKING 48 SHEETS.pdf
Entry credits
- Darren Lyttle, Creative Director, Genesis
- Eoin Alexander, Head of Copy, Genesis
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8
Charity / Not for Profit Advert
Nominated
Company
The Leith Agency
Summary
1 in 4 people will suffer from Anxiety or Depression over Christmas. Experts say that listening to too much Christmas music can cause further distress. Yet alternative types of music can help those living with depression and anxiety to feel better. To combat this we turned Christmas songs that caused anxiety and depression into a track that helps.
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Entry video
Entry credits
- Debbie Morgan, Art Director, The Leith Agency
- Lottie Grant, Copywriter, The Leith Agency
- John Mcpartland, Creative Director Health , The Leith Agency
- Sarah Kenny, Producer, The Leith Agency
- Vicky Hodgkisson, Account Director, GAS Music
- Aaron Bentley, Composer / Producer, GAS Music
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Bronze
Company
Story
Client
Erskine
Summary
Erskine provides unrivalled support to nearly 1,000 ex-servicemen and women of all ages in Scotland, every year.
For this Remembrance TV campaign, we chose to celebrate Erskine through the eyes of a little boy. With family members who have served their country, he knows first hand why we all need to support Erskine and help them continue the invaluable work they do. Shot on site at Erskine, our TV ad features one of their residents and beautifully unpacks the incredible work Erskine does.
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Entry video
Entry credits
- Heather Hughes, Senior Copywriter, Story
- Susan Anderson, Deputy Creative Director, Story
- Kerrie Hull, Senior Account Director, Story
- Graham Robb, Creative Facilities Manager, Story
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Gold
Company
The Leith Agency
Summary
Emmie’s Books provides children’s books to Oncology wards across the UK.
To raise awareness & donations we needed to highlight how books can provide escapism to children during hospital stays, therefore reducing the fear and anxiety associated with them.
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Entry credits
- John McPartland, Creative Director Health, The Leith Agency
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Nominated
Company
Whitespace - An Isobar Company / Dentsu International
Client
Malaria No More UK
Summary
We worked with Malaria No More UK and our partner Facebook to launch Zero Malaria’s new AR Instagram filter to mark World Mosquito Day on 20th August 2021. The filter brings to life the striking visual language of “The Muundo”, created as part of the global Draw The Line Against Malaria campaign.
The Muundo is a fresh new universal visual language made up of lines, symbols and patterns, the ‘Muundo’ created by acclaimed Nigerian artist, activist, and human rights lawyer, Láolú Sebanjo. With the launch of the filter, Instagram users can join the fight against malaria by having Muundo artwork virtually painted on their face, and by inviting friends to draw their own line against the deadly disease.
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Entry video
Entry credits
- Elina Karadzhova, Interaction and Motion Designer, Whitespace
- Graeme Sutherland, Creative Production Director, Whitespace
- Chris Davey, Head of Creative / ECD, Whitespace
- Daniel Sytsma, Global Chief Design Officer, Isobar - dentsu
- Michael Hamilton, Senior Manager Digital Marketing, Malaria No More UK
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Gold
Company
Medaille Trust
Client
The Medaille Trust
Summary
On World Day Against Trafficking in Persons (30th July 2021), Brother Brother Film and The Medaille Trust launched the social film “Marked for Life” to enlist tattoo artists in the fight against human trafficking in the UK. The idea behind this project is to educate tattooists to spot the signs of modern slavery and stop traffickers in their tracks. The thought-provoking film documents the story of a survivor, marked by her trafficker and her emotional journey to the moment she had her tattoo covered up by tattoo artist Natalie Duffield.
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Entry video
Entry credits
- Haz Al-Shaater, Film Director, Brother Brother
- Yaz Al-Shaater, Film Director, Brother Brother
- Jonathan Haldon, Director of Photography,
- Leon Frind, First Camera Assistant,
- Lauren Payne, Producer,
- Chiara Facco, Progression Support Worker,
- Natalie Duffield, Tattoo Artist, Lost Garden Tattoo Studio
- Bernice Pike, Actor,
- Beth Penrose, Voice Over Actor,
- Michael De Piano, Creative, 2M Creatives
- Michele Bona, Art Director, 2M Creatives
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Nominated
Company
TBWA\MCR
Client
Papyrus - Prevention of Young Suicide
Summary
TBWA\MCR work closely with PAPYRUS – Prevention of Young Suicide charity. We’d found that the pandemic lockdowns of 2020/2021 had hit young people’s mental health particularly hard. Many of them struggle to know who they could talk to about suicidal feelings, so instead they would just mask how they felt. Papyrus asked us to create a simple powerful message that showed young people that they no longer had to cover how they felt, and that Papyrus was there to provide them with help, advice and support.
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Entry credits
- Jason Chadwick, Senior Art Direction, TBWA\MCR
- Sam Rutter, Senior Copywriter, TBWA\MCR
- Lisa Nichols, ECD, TBWA\MCR
- Gary Fawcett, ECD, TBWA\MCR
- Guy Farrow, Photographer, Guy Farrow Photography
- Rosie Conning, Account Director, TBWA\MCR
- Emily Adams, Planner, TBWA\MCR
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Silver
Company
The Leith Agency
Client
JE3 Foundation
Summary
With high profile incidents of Sudden Cardiac Arrests at football matches, the quick intervention of medical professionals have helped save lives. But at grassroots football, without the presence of medical experts then players lives are left to chance.
The Extra Time Badge aims to change that. Ironed onto football shirts in the place where CPR should be performed, it shows players and coaches the key steps to help save a life.
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Entry video
Entry credits
- John McPartland, Creative Director Health, The Leith Agency
- Troy Farnworth, Creative Director, The Leith Agency
- Phil Evans, Creative Director, The Leith Agency
- Peter Thornton, Copywriter, The Leith Agency
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Nominated
Company
Union Direct
Client
Playlist for Life
Summary
We helped small charity Playlist for Life find their voice to raise awareness about the power that music has in helping with dementia. We delivered an ambitious campaign, built on a minor budget, spreading a major message: dementia can change the way people think and act, but it doesn’t change the person inside. Focusing on social and print media, and utilising partnerships to spread our message, our campaign was a hit, increasing engagements and web visits more than ever before for the charity.
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Entry video
Entry credits
- Sheryl Thomson, Creative Director, Union Direct
- Jamie Venters, Senior Copywriter, Union Direct
- Ross Jardine, Senior Art Director, Union Direct
- Daniel Paylor, Copywriter, Union Direct
- Steve Reid, Photographer, Steve Reid Photography
- Nicholas Tocher, Motion Designer, Union Direct
- Angela Fee, Account Manager, Union Direct
- Karen Andre, Business Development Director, Union Direct
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7
Art Direction
Bronze
Company
Guy & Co
Client
Albert Bartlett
Summary
Albert Bartlett's Extraordinary consumer campaign features world-class acrobats in a fantastical representation of the potato picking line. Through a brave creative idea, stunning art direction and bold twist on a class operatic soundtrack, we show that these are no humble spuds, and that to make moments & mealtimes extraordinary is to do the Albert Bartlett.
The cinematic extravaganza is directed by silver Cannes Lion 2021 winner Nalle Sjöblad and includes a bold musical re-composition of Verdi’s classic “Libiamo, ne’ lieti calici” from La Traviata, arranged by renowned composer Debbie Wiseman OBE. Over 100 people and 250 PCR tests were involved in bringing the spectacular advert to life with production being coordinated over three continents – UK, Canada and Finland.
Entry image
Entry video
Entry credits
[{
"firstName": "Cat",
"lastName": "Summers",
"jobTitle": "Deputy Managing Director/Agency Producer",
"company": "Guy & Co",
"email": "csummers@guy.co.co.uk",
"linkedin": ""
}, {
"firstName": "Richard",
"lastName": "Lindsay",
"jobTitle": "Founder & Executive Producer",
"company": "Infinite",
"email": "richard@infinitecontent.co.uk",
"linkedin": ""
}, {
"firstName": "David",
"lastName": "Guy",
"jobTitle": "Managing Creative Director",
"company": "Guy & Co",
"email": "dguy@guyco.co.uk",
"linkedin": ""
}, {
"firstName": "Gav",
"lastName": "Rodger",
"jobTitle": "Creative Director",
"company": "Guy & Co",
"email": "gav@worldheadquarters.co.uk",
"linkedin": ""
}, {
"firstName": "Gemma",
"lastName": "Butler",
"jobTitle": "Creative Director",
"company": "Guy & Co",
"email": "gem@worldheadquarters.co.uk",
"linkedin": ""
}, {
"firstName": "Nalle",
"lastName": "Sjoblad",
"jobTitle": "Director",
"company": "Nalle Sjoblad",
"email": "nalle.sjoblad@gmail.com",
"linkedin": ""
}, {
"firstName": "Steven",
"lastName": "Blundell",
"jobTitle": "Production Design",
"company": "Art Direction",
"email": "",
"linkedin": ""
}]
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Nominated
Company
The Chase Creative Consultants
Client
Royal Mail Stamps and Collectibles
Summary
"Celebrating 70 years of everybody's favourite red and black striped mischief-maker, the Royal Mail released a set of 6 stamps depicting pivotal moments in Dennis's colourful, or in the initial years black and white, life.
Although the block grid design of children's comics remains consistent across the set each individual stamp was painstakingly crafted to reflect the print quality of the time, with even the 'white' of the paper they were printed on getting brighter as the images become more contemporary."
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Entry credits
- Richard Sholey, Creative Director, The Chase
- Josh Turner, Designer, The Chase
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Nominated
Company
Bray Leino
Client
Barilla
Summary
Barilla is Italy’s no.1 pasta brand, known and loved for its commitment to authenticity, quality and sustainability. But in the UK, awareness and sentiment is low, with the branded pasta category dominated by more familiar names – albeit with far smaller claims to true Italian provenance. We needed to appeal to foodie UK consumers’ taste for authenticity by conveying Barilla’s ‘Intensely Italian’ nature. To do this, we channelled Italian style and elegance through a set of playful illustrations and animations. These combine classic pasta shapes with icons of Italy – from a Tuscan village atop a winding hill of fusilli to a leaning tower of penne – the colour scheme and composition mimicking the pack architecture.
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Entry video
Entry credits
- Nicola Roberts, ECD, Bray Leino
- Henry Challender, ACD, Bray Leino
- Debbie Button, Art Director, Bray Leino
- Alex Benyon, Copywriter, Bray Leino
- Joey Guidone, Illustrator, Joey Guidone
- Paul Whalley, Animator, Bray Leino
- Katie Lock, Producer, Bray Leino
- Anna Donaghey, Planner, Bray Leino
- Sarah Loder, Account Director, Bray Leino
- Jill Hoskins, Account Manager, Bray Leino
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Nominated
Company
BBC Creative
Client
BBC Sport
Summary
When it comes to winter sports, athletes are often depicted as having to battle or overcome the elements in order to succeed. “Extreme by Nature” flips this notion on its head by imagining a world where a Winter Olympian’s relationship with the elements is in fact symbiotic – what if the ice and snow shapes them into unstoppable forces?
This thought was crafted into a mixed media animation which features two distinct worlds of snow and ice, one world brought to life as individually 3D printed frames and the other made through a combination of practical camera effects and meticulous post work.
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Entry video
Entry credits
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Director, BBC Creative
- Stuart Gittings, Creative, BBC Creative
- Reuben Dangoor, Creative, BBC Creative
- Liz Dolan, Producer, BBC Creative
- Jess Greshoff, Production Manager, BBC Creative
- Balázs Simon, Director, Blinkink
- Rebecca Little, Producer, Blinkink
- Gary Owens, Composer/Creative Director, GAS Music
- Aaron Bentley, Producer/Composer, GAS Music
- Vicky Hodgkisson, Account Director, GAS Music
- James Parry, Portfolio Head of Marketing, BBC Sport
- Liv Slack, Marketing Manager, BBC Sport
- Helen Dean, Marketing Manager, BBC Sport
- Kate Plowright, Marketing Exec, BBC Sport
- Matt Totterdell, Project Manager, BBC Creative
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Gold
Company
BBC Creative
Client
BBC Sport
Summary
This film launched the BBC’s coverage of the Olympics this summer and went on to become the title sequence too. It takes us on a journey through, over, in to and around the host city, immersing our audiences in a Tokyo where the Olympics has taken over, just as it takes over our lives for 16 days every 4 years. Every aspect and facet of the city is consumed by the events and the athletes that compete in them, creating a world that is Tokyo, but not as you’ve ever seen it before – the most eclectic city in the world, packed full of the athletes and games from the most eclectic sporting event in the world. There isn’t a frame in this film that hasn’t been carefully considered. There are literally hundreds of easter eggs to delight and excite the viewer.
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Entry video
Entry credits
- Helen Rhodes, Executive Creative Director, BBC Creative
- Tim Jones , Creative Director , BBC Creative
- James Cross , Creative Director , BBC Creative
- Rachel Miles , Creative , BBC Creative
- Michael Tsim , Creative , BBC Creative
- Sarah Bradbury, Producer , BBC Creative
- Jess Fenton , Production Manager , BBC Creative
- Factory Fifteen , Director , Factory Fifteen
- Isobel Conroy , Producer , Nexus Studios
- Alan Traquair , Producer , Nexus Studios
- Sean Hogan , Production Design , Nexus Studios
- Fantasista Utamaro , Design Director , Nexus Studios
- Kenji Kawai , Composer , Kenji Kawai
- Mark Hills , Sound Designer , Factory
- The Mill , Post Production , The Mill
- James Parry, Portfolio Head of Marketing, BBC Sport
- Liv Slack, Marketing Manager, BBC Sport
- Kate Plowright, Marketing Exec, BBC Sport
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Nominated
Company
The Leith Agency
Client
IRN-BRU
Summary
The debate over the taste of IRN-BRU came to the Wild West.
Entry image
Entry video
Entry credits
- Ben Whitehouse, Director, Stink
- Sam Muir, Copywriter, The Leith Agency
- Jim Swan, Art Director, The Leith Agency
- Fraser Hunter, Producer, The Leith Agency
- Paz Parasmand, Producer, Stink
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Nominated
Company
Stand
Client
Police Scotland
Summary
There are an estimated 10,000 rapes in Scotland each year. Only 20 per cent are reported to police. Tackling men’s violence is of the highest strategic priority for Police Scotland. Since its formation in 2014, Police Scotland has undertaken annual campaigns that seek to reduce rape by educating men about consent. But recent insight offers evidence that, contrary to established thinking, the majority of men do understand consent but choose to ignore it. Decision-making is skewed by male sexual entitlement which, in practice, means men assuming consent where none is given. Sexual entitlement starts with assuming a right to a woman’s attention and can end with rape. Sexual entitlement is a direct consequence of the patriarchal attitudes and gender inequalities that exist in society. It’s only by recognising those inequalities and how they influence male behaviour that we can reduce and ultimately end male violence
Entry image
Police Scotland Awards Submission ThatGuy.pdf
Entry video
Entry credits
- Gordon Dyett, Client Services, Stand
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7
Integrated Campaign
Bronze
Company
Fridays at Nine
Client
Caleno Drinks
Summary
In January 2022, Caleno, a tropical non-alcoholic spirit brand, burst out of the post Christmas bubble on a single minded mission to bring more flavour and fun to what is typically a dreary, Dry January, and boost its brand awareness and sales.
With a bold and inspiring call to arms to 'Shake it Up' executed through a vibrant creative that brought colour and joy to January's grey skies ,we delivered a national, integrated campaign through Outdoor, ambient media, experiential and events, paid and owned social channels and PR.
Across 4 weeks we delivered over 40 million advertising impressions reaching 8 million people, sampled over 6,000 Caleno drinks in 7 cites, generated 30 pieces of PR including two rave TV reviews, increasing brand awareness by 5% YOY, which helped Caleno to deliver the largest YOY sales uplift of any non-alcoholic spirit and a record breaking January of sales.
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Entry video
Entry credits
- Chris Cardew, Head of Planning, Fridays at Nine
- Holly Marshall, Creative Director, Fridays at Nine
- Kayleigh Tucker, Account Director, Fridays at Nine
- Caroline Russel, Founder, Vivid Design Works
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Nominated
Company
TM Studios, Horse's Mouth Studio & Liquid Studios
Client
PCC Sussex
Summary
Our brief was to develop a hard hitting mixed media campaign for Sussex PCC targeted specifically at men to support behaviour change around sexual harassment and sexual violence. Created collaboratively by 3 local agencies, the campaign aims to raise awareness and shift the focus from women changing their behaviour to men changing theirs. The work is designed to help men recognise and question their attitudes and behaviour towards women in daily life and call it out. To make the connection between an inappropriate joke and rape – that there is a continuum of behaviour that can be challenged. With the support of local celebrities such as Fatboy Slim, actor John Simm, and cricketer Tymal Mills as well as members of the public, the campaign aims not to shame men but to show that there's a choice to be taken and that choice is often an obvious one.
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Entry video
Entry credits
- Howard Fretten, Creative Partner, Horses Mouth
- Dahlan Lassalle, Production Partner, Horses Mouth
- Toby Madden, Director, TM Studios
- Scott Wotherspoon, Art Director, Liquid Studio
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Silver
Company
Greggs / Primark / Drummond Central / Hope & Glory
Client
Greggs
Summary
Two high-street icons were about to collide to launch a partnership designed to bring a new flavour to Primark fashion and a unique Greggs customer experience. Our challenge was to tease the partnership in a disruptive way that generated organic buzz and excitement on a modest budget.
Thousands of people pass shop windows every day but how do you stop them in their tracks? Rather than taking a traditional approach we seeded a creative idea that gave mannequins something tasty to eat instead. This launched a campaign that generated over 643 pieces of media coverage with 2 billion OTS and 10 million social impressions, whilst introducing a clothing range that set record sales levels and introduced the world’s most Instagrammable Greggs – ‘Tasty by Greggs’.
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Entry video
Entry credits
- Ian White, Head of Brand and Communications, Greggs
- Fiona Mills, Brand Communications Lead, Greggs
- Drummond Central, Creative Team, Drummond Central
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Nominated
Company
Studio Something
Client
Innis & Gunn
Summary
If you know Innis & Gunn Lager, you know how good it is. And if you don’t, you’ll want to find out.
An inclusive campaign that celebrated those ‘in the know’ and encouraged everyone else to join, If you know, you know spread across multiple media channels such as OOH, digital display, social, PR and a bespoke Secret Beer Garden activation, all working together and increasing brand awareness of Innis & Gunn Lager.
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Entry credits
- Claire Blackwood, Account Director, Studio Something
- Rux Dragan, Creative, Studio Something
- Ian Greenhill, Creative Director, Studio Something
- Julie Fazzini, Producer, Studio Something
- Emma Lally, Deputy Creative Director, Studio Something
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Nominated
Company
The Behaviours Agency
Client
Karndean
Summary
A campaign to establish the Karndean brand as the best choice for premium flooring. Using emotion to create motivation and memorability – after all, there are no real brands in this space, and every business just focuses on practical product features.
But how do we make this connection between flooring and the emotion of people's home lives? We needed to show that Karndean is there for you. No matter what happens, whatever is thrown at it. Every single moment of every single day for every different life. Karndean flooring is designed for every life.
Our campaign captures this emotional potential of great flooring. Combining phone footage with a day of crew shooting to capture the everyday. Celebrating moments our audience can relate to, and demonstrating how flooring is a canvas for everything that happens in their home.
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Entry video
Entry credits
- Harry Williams, Senior Art Director, The Behaviors Agency
- Dorina DAmbrosio, Creative Director, The Behaviors Agency
- James Ballinger, Board Director, The Behaviors Agency
- Serena Fylan, Senior Producer and Company Director, Fetch Films
- Barry Kimber, Director, Fetch Films
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Gold
Company
BBC Creative
Client
BBC Sport
Summary
This campaign promoted the BBC’s coverage of the Olympics this summer, immersing our audiences in a Tokyo where the Olympics has taken over, just as it takes over our lives for 16 days every 4 years. Every aspect and facet of the city is consumed by the events and the athletes that compete in them, creating a world that is Tokyo, but not as you’ve ever seen it before – the most eclectic city in the world, packed full of the athletes and games from the most eclectic sporting event in the world.
Entry image
Entry video
Entry credits
- Helen Rhodes, Executive Creative Director, BBC Creative
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Dire tor, BBC Creative
- Rachel Miles, Creative, BBC Creative
- Michael Tsim, Creative, BBC Creative
- Matt Totterdell, Project Manager, BBC Creative
- Sarah Bradbury, Producer, BBC Creative
- Jess Fenton, Production Manager, BBC Creative
- Factory Fifteen, Director, Factory Fifteen
- Isobel Conroy , Producer , Nexus Studios
- Alan Traquair , Producer , Nexus Studios
- Sean Hogan , Production Design , Nexus Studios
- Fantasista Utamaro , Design Director , Nexus Studios
- Kenji Kawai , Composer , Kenji Kawai
- Mark Hills , Sound Designer , Factory
- The Mill , Post Production , The Mill
- James Parry , Portfolio Head of Marketing , BBC Sport
- Liv Slack , Marketing Manager , BBC Sport
- Kate Plowright , Marketing Exec , BBC Sport
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Nominated
Company
BBC Creative
Client
BBC Sport
Summary
This campaign promoted the BBC’s coverage of the European Football championship. With the tournament being delayed a year, it takes us on a journey from a huge waiting room full of bored football fans and players, to the sheer joy and relief we all felt at the competition finally being able to happen. We wanted the film to not just excite, but also provide talkability, so all the way through you’ll notice Easter eggs laden throughout, from a fleeting appearance of Timo Pukki which set Twitter alight in Iceland, to Joe Allen on the cover of a chicken magazine.
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Entry video
Entry credits
- Helen Rhodes, Executive Creative Director, BBC Creative
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Director, BBC Creative
- Andy Parkman, Creative, BBC Creative
- Sam Pavey, Planer, BBC Creative
- Matt Totterdell, Project Manager, BBC Creative
- Rachel Roberts, Producer, BBC Creative
- Sophie Knott, Production Manager, BBC Creative
- James Parry , Portfolio Head of Marketing , BBC Sport
- John Sprott , Marketing Manager , BBC Sport
- Nicos Livesey , Director , Blinkink
- Alex Halley, Producer, Blinkink
- Mark Hills, Sound Designer, Factory
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4
Low Budget
Silver
Company
FCB Health Hampshire, An IPG Health Company
Client
Heart Research UK
Summary
Christmas. The most wonderful time of the year. But it’s a dangerous time for hearts – on Christmas Eve heart attack risk rises by 37%.
To get people thinking about heart health over the holidays, Heart Research UK launched a special campaign, starring someone whose stressful job, irregular exercise and poor diet puts his heart at particular risk on Christmas Eve: Santa Claus himself.
Illustrated in beautiful vintage style, the campaign showed classic Christmas scenes, but with a sobering twist – Santa is shown experiencing the devastating effects of a heart attack.
The campaign also featured a radio ad, with a reading of a heart failure version of ‘The Night before Christmas’.
To further support Heart Research UK’s vital work, the campaign also partnered with Thortful, the UK’s largest card marketplace, to raise funds with a set of bespoke Christmas cards.
Helping to keep more hearts healthy over the holidays.
Entry image
Entry video
Entry credits
- Tom Smith, Head of Marketing and Communications, Heart Research UK
- Joan McGregor, Digital Marketing Officer, Heart Research UK
- Jamie MacCarthy-Morrogh, Executive Creative Director, FCB Health Hampshire, An IPG Health Company
- David Prater, Executive Creative Director, FCB Health Hampshire, An IPG Health Company
- Simon Wood, Senior Copywriter, FCB Health Hampshire, An IPG Health Company
- Christian Louzado, Associate Creative Director, FCB Health Hampshire, An IPG Health Company
- Shanie Connard, Creative Production Director, FCB Health Hampshire, An IPG Health Company
- John Willows, Creative Production Director, FCB Health Hampshire, An IPG Health Company
- PJ Crabb, Account Director, FCB Health Hampshire, An IPG Health Company
- Siya Amin, Account Executive, FCB Health Hampshire, An IPG Health Company
- Kristian Binks, Creative Artworker, FCB Health Hampshire, An IPG Health Company
- Simon Robinson, Design Director, FCB Health Hampshire, An IPG Health Company
- Sam Madders, Senior Creative Artworker, FCB Health Hampshire, An IPG Health Company
- Asa Fisk, Associate Director Technology, FCB Health Hampshire, An IPG Health Company
- Jerome Cholet, Director PR and Communications , IPG Health
- Karin Stelzner, PR and Communications Manager, IPG Health
- Daniel Rodgers, Illustrator, N/A
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Bronze
Company
BBC Creative
Client
BBC Sport
Summary
This year, the Super Bowl aired on Sunday the 13th of February meaning that if you stayed up to watch it, you’d be a little sleepy on the 14th - Valentine’s Day. To help fans keep their partners sweet, we created these Super Bowl Valentine’s Day cards with quirky messages and cute visuals. We sent them to influencers, bars showing the game and people could tag their partners online via the BBC socials.
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Entry credits
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Director, BBC Creative
- Aron Sidhu, Creative, BBC Creative
- Steven Lownes, Creative, BBC Creative
- Emily Cotton, Junior Project Manager, BBC Creative
- Victoria Stout, Senior Designer, BBC Creative
- Tom Heath, Designer/Typographer, BBC Creative
- Louis Chatto, Marketing Exec, BBC Sport
- Liv Slack, Marketing Manager, BBC Sport
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Gold
Company
Cygnus
Client
Orchards Estate Agents
Summary
Smug, dishonest with crisp shirts, shiny shoes and stuffy offices. The estate agent is among the world’s least-trusted professions. Armed with a budget of £2,800, Cygnus set out to challenge this perception, creating a tongue-in-cheek campaign that laughs in the face of stereotypes. This social and OOH campaign combined a cost-effective typographic aesthetic with a wry and witty tone of voice to dispel the Estate Agent’s disingenuous reputation and position Orchards as The Honest Estate Agent.
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Entry credits
- Jamie Rayner, Creative Director, Cygnus
- Mathew Kramer, Senior Creative/Copywriter, Cygnus
- Kirsten Hodgson, Designer, Cygnus
- Toby Bryan, Head of Business Development, Cygnus
- Julian French, Director, Orchards
- Adam Barker, Director, Orchards
- Mala Shah, Senior Account Manager, Cygnus
- Rebecca Fatharly, Digital Marketing Manager, Cygnus
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Nominated
Company
RBH Creative Communications
Client
The Willoughby Book Club
Summary
After ten years in business, Leicester-based book subscription service The Willoughby Book Club had done little advertising. They came to us to dip their toes in the water, after having had some exposure when their service was chosen as a gift to 10 Downing Street, when the Prime Minister’s second child was born. Willoughby’s brief was to find them more prominence in their home city, where they had surprisingly limited awareness. We developed an OOH campaign to do just that.
Entry credits
- Ash Kinsella, Art director, RBH Creative Communications
- Michael Vines, Creative director, RBH Creative Communications
- Vic Valentine, Producer, RBH Creative Communications
- Natalie Griffiths, Account director, RBH Creative Communications
- Feride Seferaj, Designer, RBH Creative Communications
- James Heru, Retoucher, James Heru
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2
Augmented Reality (AR)
Nominated
Company
Whitespace - An Isobar Company / Dentsu International
Client
Malaria No More UK
Summary
We worked with Malaria No More UK and our partner Facebook to launch Zero Malaria’s new AR Instagram filter to mark World Mosquito Day on 20th August 2021. The filter brings to life the striking visual language of “The Muundo”, created as part of the global Draw The Line Against Malaria campaign.
The Muundo is a fresh new universal visual language made up of lines, symbols and patterns, the ‘Muundo’ created by acclaimed Nigerian artist, activist, and human rights lawyer, Láolú Sebanjo. With the launch of the filter, Instagram users can join the fight against malaria by having Muundo artwork virtually painted on their face, and by inviting friends to draw their own line against the deadly disease.
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Entry video
Entry credits
- Elina Karadzhova, Interaction and Motion Designer, Whitespace
- Graeme Sutherland, Creative Production Director, Whitespace
- Chris Davey, Head of Creative / ECD, Whitespace
- Daniel Sytsma, Global Chief Design Officer, Isobar - dentsu
- Michael Hamilton, Senior Manager Digital Marketing, Malaria No More UK
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Nominated
Company
Jaywing
Client
Walkers
Summary
When Walkers partnered with Comic Relief, Jaywing created a co-branded augmented reality experience that triggered thousands of donations to charity from the nation's favourite crisp brand. It also raised a smile on social that broke the ice around talking about mental health.
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Entry video
Entry credits
- Mark Godwin, Group Account Director, Jaywing
- Amelia Norris, Account Director, Jaywing
- Tom Brookes, Account Manager, Jaywing
- Kirsten Watson, Content Producer, Jaywing
- Matt Powell , Digital Creative Director, Jaywing
- Richard Clayton , 3D Motion Designer, Jaywing
- James Bird, 3D Motion Designer, Jaywing
- Mark Grafton, Senior Motion Designer, Jaywing
- Jennie Burton , Senior Copywriter, Jaywing
- Rebecca Jackson , Senior Producer, Jaywing
- Kyleasha Milam , Designer, Jaywing
- Josh Eyre, Junior Frontend Developer, Jaywing
- Vlad Kuzmin , Developer, Jaywing
- Bram van de Ven , Production , ARfected
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8
Illustration/Animation
Nominated
Company
A+C Studios
Client
Disney - National Geographic
Summary
Each year Nat Geo WILD presents a month dedicated to nature’s fiercest felines—big cats—creatures of magnificent strength, ferocity and beauty that are rapidly facing extinction. With visually stunning and powerful stories from around the world, get closer than ever before to lions, tigers, cheetahs, leopards and more as you share in their triumphs, defeats, and epic struggles to survive.
From original National Geographic footage, we created a sequence of rotoscoped cut-outs that we used as stencils. We animated these stencils over urban landscapes and environments that audiences would resonate with, bringing big cats into our everyday lives.
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Entry video
Entry credits
- Sasan Roohi, Creative Director, National Geographic
- Helen Morgan-Geary, Creative Manager, National Geographic
- Nick Zerafa, Creative Producer, National Geographic
- Michelle Rowe, Production Coordinator, National Geographic
- Daniel Murray, Production Manager, National Geographic
- Emily Barker, Production Assistant, National Geographic
- Dan Richards, Director, A+C Studios
- Kevin Paul Lawrence, DOP, A+C Studios
- James Harvey, Stop-motion Animator, A+C Studios
- Stuart Clark, Editor, A+C Studios
- Julien Van Wallendael, Production Artist, A+C Studios
- Nikki Hildesley, Producer, A+C Studios
- Isabel Chapman, Junior Producer, A+C Studios
- Paul Gotham, Head of Development, A+C Studios
- Ben Dubois, Development Producer, A+C Studios
- Thomas Smith, Roto Artist, A+C Studios
- James Smith, Roto Artist, A+C Studios
- Lillian Constantine, Production Assistant, A+C Studios
- Billy Stoker, Social Media Assistant, A+C Studios
- Bethany Audley, Hand Model, -
- Dré Bernard, Hand Model, -
- Shahrima Begum, Hand Model, -
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Bronze
Company
Motive Agency
Client
Guide Dogs UK
Summary
The aim of the Charles Bonnet syndrome campaign was to raise awareness and bring the symptoms to life via social media as many people aren't aware that visual hallucinations can be a normal response of the brain due to sight loss. To mark Charles Bonnet Syndrome Awareness Day, we shared our 2-minute animation that tells the first-hand experience of Guide Dogs Cymru team member, Nathan Foy, 41. Nathan describes how his daughter’s plaits turn into wriggling fish, and when he opens the oven his brain convinces him to see a fire-breathing dragon. He was helped to understand his sight condition by Diana Evans, who works for Guide Dogs Cymru in Gwent. Organic social objectives were around reach, engagements and video views, both amongst our traditional audience of supporters, volunteers, and general public, but also amongst new younger audiences on Instagram.
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Entry video
Entry credits
- Alex Palphreyman, Head of Video Production, Motive Agency
- Janine Mitchell , Senior Communications Professional, Guide Dogs UK
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Gold
Company
Aardman
Client
Blue Peter
Summary
Delphine and the Imaginary Menagerie is a powerful animation, inspired by the words of eight year old Blue Peter competition winner Delphine, which premiered in front of world leaders at the UN Climate Change Conference COP26 in Glasgow.
Aardman transformed Delphine’s winning words into a 2D animated film, directed by Åsa Lucander and narrated by Nina Sosanya, with a soundtrack performed and recorded by the BBC National Orchestra of Wales.
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Entry video
Entry credits
- Åsa Lucander, Director, Aardman
- Robert Franklin, Producer, Aardman
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Silver
Company
BBC Creative
Client
BBC Sport
Summary
When it comes to winter sports, athletes are often depicted as having to battle or overcome the elements in order to succeed. “Extreme by Nature” flips this notion on its head by imagining a world where a Winter Olympian’s relationship with the elements is in fact symbiotic – what if the ice and snow shapes them into unstoppable forces?
This thought was crafted into a mixed media animation which features two distinct worlds of snow and ice, one world brought to life as individually 3D printed frames and the other made through a combination of practical camera effects and meticulous post work.
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Entry video
Entry credits
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Director, BBC Creative
- Stuart Gittings, Creative, BBC Creative
- Reuben Dangoor, Creative, BBC Creative
- Liz Dolan, Producer, BBC Creative
- Jess Greshoff, Production Manager, BBC Creative
- Balázs Simon, Director, Blinkink
- Rebecca Little, Producer, Blinkink
- Gary Owens , Composer/Creative Director , GAS Music
- Aaron Bentley , Producer/Composer , GAS Music
- Vicky Hodgkisson , Account Director , GAS Music
- James Parry , Portfolio Head of Marketing , BBC Sport
- Liv Slack , Marketing Manager , BBC Sport
- Helen Dean , Marketing Manager , BBC Sport
- Kate Plowright , Marketing Exec , BBC Sport
- Matt Totterdell, Project Manager, BBC Creative
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Nominated
Company
A+C Studios
Client
HyperX
Summary
In our stop-motion animation, the grandad, a secret life time gamer, and the family are celebrating the Holiday season. All day, he repeatedly beats his granddaughter in traditional board games. In a bid to level the playing field, the granddaughter challenges him on a console. Unexpectedly Grandad beats them with ease! At the end of the day, he heads upstairs inviting his granddaughter. He slides a bookcase aside and reveals his fully spec'd-out gaming lair full of products and showing his gaming history. He lovingly offers his granddaughter a HyperX headset as their bond over gaming grows.
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Entry video
Entry credits
- Dan Richards, Director, A+C Studios
- Chloe Lara, Senior Marketing Manager, EMEA, HyperX
- Peter Bromfield, Creative Studio Manager, EMEA, HyperX
- James MacDonald, Digital Marketing Manager, EMEA, HyperX
- Zak Sylvester, Creative Specialist, EMEA, HyperX
- Roland Kovacs, Creative Design Specialist, EMEA, HyperX
- Ryan Thomas, Project Specialist, EMEA, HyperX
- James Harvey, Lead Animator, A+C Studios
- Kevin Paul Lawrence, Head of Camera & Lighting, A+C Studios
- Stuart Clark, Editor, A+C Studios
- Julien Van Wallendael, Production Artist, A+C Studios
- Ben Dubois, Development Producer, A+C Studios
- Isabel Chapman, Junior Producer, A+C Studios
- Nikki Hildesley, Producer, A+C Studios
- Lilian Constantine, Production Assistant, A+C Studios
- Thomas Smith, Compositor, A+C Studios
- James Smith, Junior Artist, A+C Studios
- Julian Clark, Armatures, Head & Hands Design & Build, A+C Studios
- Jerome White, Set Builder, A+C Studios
- Laura Wijngaard, Fabricator, A+C Studios
- Diane Dwyer, Fabricator, A+C Studios
- Bethany Williams, Prop Fabricator, A+C Studios
- Andrew Edmondson, Operations Director, A+C Studios
- Billy Stoker, Communications Junior, A+C Studios
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Bronze
Company
Second Home Studios
Client
WaterAid UK
Summary
In late 2021, Second Home had the pleasure of crafting and animating The Girls Who Turned To Water, a 1’30” stop motion piece created as part of WaterAid UK’s 2021 Winter Appeal. The story highlights the impact dirty water has on thousands of girls' education every year. It is usually a girl’s responsibility in a family to walk to collect water, often dirty, resulting in days away from the classroom.
We and the client wanted the elemental water aspects of the story to be realised fully in stop-motion. Keeping craft at the forefront, the team followed a chiseled, faceted look for the cast and sets, making use of reclaimed materials in the process. All the characters, costume and location designs are based on image references of real people in and around a school in Lehan, Nepal which the charity has previously supported.
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Entry video
Entry credits
- Chris Randall, Director / Producer, Second Home Studios
- Holly Androlia, Production Coordinator, Second Home Studios
- Ian Whittle, Sculptor / Lead Animator, Second Home Studios
- Adam Watts, Animator, NA
- Zoe Hutber, Animator, NA
- Carl Hadley, Designer/Art Assistant, Second Home Studios
- Amanda Haas, Modelmaker, Second Home Studios
- Ceridwen Brown, Costumes/Art Assistant, NA
- James Wallace, Post Production Assistant, Second Home Studios
- Asiri Kuttige, Post Production Assistant, Second Home Studios
- Abbie Partridge, Post Production Assistant, Second Home Studios
- Antik Shrestha, Composer, NA
- Matt Cusworth, Colourist, NA
- James Keeble, Sound Designer, NA
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Gold
Company
Skylark Media
Client
Viva!
Summary
Viva! wanted people to connect their meat-eating habits with the planet. Our solution was to create a short animation inspired by KC Green's This Is Fine meme. The one-minute film follows our character as he eats his way through a conveyor belt of live farm animals. As the pile of bones grows, so does the devastation of the planet playing on his TV screen until eventually, his face melts and his house goes up in flames. Skylark uses its skills in storytelling, humour and creativity to communicate Viva's urgent message to 'Go Vegan Now' with mixed media of hand-drawn illustration and stock footage. The results are combined views of over 500,000 on social, with the video outperforming Viva!'s next most popular video of 2021 by 200%. The video drove high engagement, with viewers 10x more likely to engage in a vegan debate than from previous campaign videos.
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Entry video
Entry credits
- Harry Slinger-Thompson, Illustrator and Animator, Skylark Media
- Charlie Miller, Illustrator and Animator, Skylark Media
- James Sampson, Creative Director, Skylark Media
- Jo Haywood, Executive Producer, Skylark Media
- Tereza Kralikova, Sound Recordist, Skylark Media
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Nominated
Company
The Leith Agency
Client
IRN-BRU
Summary
To launch IRN-BRU’s new Western film, we did what every good Western film does, and made a poster for it.
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Entry credits
- Sam Gibley, Illustrator, Sam Gibley Illustrates
- Sam Muir, Copywriter, The Leith Agency
- Jim Swan, Art Director, The Leith Agency
- Grant Byrne, Producer, The Leith Agency
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2
Typography
Nominated
Company
US Studio
Client
Future Lab
Summary
Future Lab is the innovate think tank of UK-based, design-led homebuilder, House by Urban Splash. It’s a place for the company to think beyond immediate horizons at the future of housing and communities. A space where its team is free to experiment, innovate, and collaborate, with the aim of discovering new ways to secure a better future for the planet.
Inspired by Future Lab’s approach, we created in collaboration with Kiel Mutschelknaus, the Future Lab Type Generator, an expressive type tool that produces exciting, interactive, and sometimes hypnotic visuals.
Ranging from a broad variety of states, users can input text and adjust the settings to achieve limitless, one-of-a-kind assets that can be downloaded as animated loops or static images.
We also implemented a sci-fi inspired colour palette combined with a bold tone of voice to achieve an easy-to-use, futuristic visual identity for a brand that’s way ahead of its time.
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Entry video
Entry credits
- Oliver Wigglesworth, Head of Design, Urban Splash
- Emma Benyon, Senior Creative, Urban Splash
- Orla McGrath, Brand Director, Urban Splash
- Suzy Jones, Future Lab Director, Urban Splash
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Bronze
Company
Havas Lynx Group
Client
Sanofi Genzyme
Summary
Pompe is a rare neuromuscular disease affecting 5-10k people across the globe. Those living with Pompe not only deserve treatment, they deserve a sense of togetherness, too.
We created Pompe Pearls; pearls of wisdom that brought lived experiences of the disease to life, reframing these valuable words of encouragement in visually distinct, highly crafted typographic executions, amplifying their voice and capturing attention.
Demonstrating an ongoing commitment from Sanofi to the global Pompe community, we worked with international typographers and letterform artists from MaricorMaricar, Alision Carmichael, Martina Flor, 2&3 to Holly Pereira, Oli Frape and Rude, to produce a rare series of Pompe Pearls, launching them on International Pompe Day 2021.
Through a distinct typographic approach prioritising craft, the pearls cut-through, helping to shine a light on every precious experience of Pompe, whilst shaping wider public understanding of the disease.
Entry video
Entry credits
- Paul Kinsella, Chief Creative Officer, Havas Lynx Group
- Michael Stott, Creative Director, Havas Lynx Group
- Jen Villers, Senior Designer, Havas Lynx Group
- Darius Asghari, Copywriter, Havas Lynx Group
- Tom Spawton, Lead Animator, Havas Lynx Group
- Sophia Shaw, Senior Creative Curator , Havas Lynx Group
- James Ashworth, Group Account Director, Havas Lynx Group
- Charlie Johnstone , Account Manager , Havas Lynx Group
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1
App
Gold
Company
EPM
Client
MENTOR360
Summary
Around 1 in 4 people in England report experiencing a common mental health problem, with 70-75% never receiving any treatment.
MENTOR360 was born from co-founder Bertie’s experiences and desire to build a non-judgmental tool for silent sufferers. His father died by suicide when he was 15, and his colleagues in the military experienced PTSD, anxiety and needing support with poor life skills.
Looking to provide a rounded tool, MENTOR360 also aims to help those looking to improve their general mental wellbeing, health and performance with accessible, tailored support.
Acting as a pocket life coach, MENTOR360 is a habit-modification app that helps the user implement positive changes by improving their self-awareness and putting them on a healthier path.
Inside MENTOR360, users can start a specialised formula with a curated list of habits, written by medical professionals. They can also check their progress, start workout challenges, cook healthy recipes and more.
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2
Leisure/Travel/Tourism
Bronze
Company
The Leith Agency
Client
Brand Scotland
Summary
Scotland has riches that are worth far more than pounds and pence. This film was made to be shown to world leaders at COP 26 and tourists, students and business people around the world, at a time when being greener, more progressive and fairer is just what the world needs.
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Entry video
Entry credits
- Chris Watson, Copywriter, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- Beth Allan, Producer, Forest of Black
- Oscar Sansom, Director, Forest of Black
- Ainsley Bowman, Director, Forest of Black
- John Vick, Sound Engineer, Finiflex
- Louisa Moxey, Producer, The Leith Agency
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Bronze
Company
MadeBrave
Client
Diageo
Summary
Four years in the making, Johnnie Walker Princes Street is a new, eight-floor visitor experience for the world’s best-selling Scotch whisky.
For the online launch, we put the consumer at the heart of this filmic experience and brought their story to life through the lens and idea of ‘The Journey of Flavour’.
We approached this by not merely capturing the space itself, but by truly heightening people’s senses in a high-energy, visceral journey through the most innovative whisky experience in the world.
Provocative angles and dynamic points of view not only showcase the whole space in the most inspiring ways but create highly sensorial content.
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Entry video
Entry credits
- Josh Jones, Director, Cinematographer, Creative, MadeBrave
- Paloma Pini-Reed, Creative Director, MadeBrave
- Emer Ross, Assistant Producer, MadeBrave
- Kenneth Johnston-Cowley, Design Director, MadeBrave
- Katie Hughes, Account Director, MadeBrave
- Lesley-Anne Morrison, Producer, MadeBrave
- Fraser Ireland, Project Manager, MadeBrave
- Alan McGarrie, Head of Marketing, Johnnie Walker Princes Street; Brand Homes Scotland, Diageo
- Jim Wolff, Digital Campaign Manager at Diageo - Brand Homes, Diageo
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3
Press Advert
Bronze
Company
TBWA\MCR
Client
Papyrus - Prevention of Young Suicide
Summary
After undertaking research with 11–19-year-olds, PAPYRUS found that the huge pressure around exams was contributing to an unprecedented decline in the mental health of young people. They wanted to reach out with a message of hope, promoting their own suicide Hopeline service to those young students in need. We created a piece of work that was designed to challenge the common academic mantra ‘Your grades will determine your future’ and instead show students, there should always be life beyond schooling.
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Entry credits
- Angela Onyett, Copywriter, TBWA\MCR
- Erin Sadler, Art Director, TBWA\MCR
- Lisa Nichols, ECD, TBWA\MCR
- Gary Fawcett, ECD, TBWA\MCR
- Rob Scott, Senior Designer, TBWA\MCR
- Rosie Conning, Account Director, TBWA\MCR
- Emily Adams, Planner, TBWA\MCR
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Nominated
Company
The Leith Agency
Summary
The temptations of modern life make it all too easy to fall into the trap of T2D, yet changes to your lifestyle can help men over the age of 40 walk away from the grasp. We showed the temptations of T2D such as fast food, video games and series on demand, and how gentle exercise can help escape their grasp.
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Entry credits
- Lottie Grant, Copywriter, The Leith Agency
- Mark Williams, Art Director, The Leith Agency
- John McPartland, Creative Director Health, The Leith Agency
- David Boni, Photographer, David Boni
- Jill Higgins, Producer, The Leith Agency
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Nominated
Company
The Leith Agency
Client
IRN-BRU
Summary
This pep talk launched IRN-BRU’s Tournament Virgins campaign.
Entry image
Entry credits
- Jim Swan, Art Director, The Leith Agency
- Sam Muir, Copywriter, The Leith Agency
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7
Consumer or Ecommerce
Nominated
Company
Guy & Co
Client
Albert Bartlett
Summary
Albert Bartlett's Extraordinary consumer campaign features world-class acrobats in a fantastical representation of the potato picking line. Through a brave creative idea, stunning art direction and bold twist on a class operatic soundtrack, we show that these are no humble spuds, and that to make moments & mealtimes extraordinary is to do the Albert Bartlett.
The cinematic extravaganza is directed by silver Cannes Lion 2021 winner Nalle Sjöblad and includes a bold musical re-composition of Verdi’s classic “Libiamo, ne’ lieti calici” from La Traviata, arranged by renowned composer Debbie Wiseman OBE. Over 100 people and 250 PCR tests were involved in bringing the spectacular advert to life with production being coordinated over three continents – UK, Canada and Finland.
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Entry video
Entry credits
- Cat Summers, Deputy Managing Director/ Agency Producer, Guy & Co
- Richard Lindsay, Founder & Executive Producer, Infinite
- David Guy, Managing Creative Director, Guy & Co
- Gav Rodgers, Creative Director, Guy & Co
- Gemm Butler, Creative Director, Guy & Co
- Nalle Sjoblad, Director, Nalle Sjoblad
- Michael Jarvis, Head of Marketing, Albert Bartlett
- John Heginbottom, Sales & Marketing Director, Albert Bartlett
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Silver
Company
Fridays at Nine
Client
Caleno Drinks
Summary
In January 2022, Caleno, a tropical non-alcoholic spirit brand, burst out of the post Christmas bubble on a single minded mission to bring more flavour and fun to what is typically a dreary, Dry January, and boost its brand awareness and sales.
With a bold and inspiring call to arms to 'Shake it Up' executed through a vibrant creative that brought colour and joy to January's grey skies ,we delivered a national, integrated campaign through Outdoor, ambient media, experiential and events, paid and owned social channels and PR.
Across 4 weeks we delivered over 40 million advertising impressions reaching 8 million people, sampled over 6,000 Caleno drinks in 7 cites, generated 30 pieces of PR including two rave TV reviews, increasing brand awareness by 5% YOY, which helped Caleno to deliver the largest YOY sales uplift of any non-alcoholic spirit and a record breaking January of sales.
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Entry video
Entry credits
- Chris Cardew, Head of Planning, Fridays at Nine
- Holly Marshall, Creative Director, Fridays at Nine
- Kayleigh Tucker, kayleigh@fridaysatnine.co.uk, Fridays at Nine
- Caro Russell, Founder, Vivid Design
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Nominated
Company
Applied Digital Marketing
Summary
Development of an e-commerce website, with built-in design configurator and order management app, for Italian-based HRX, the world's fastest growing bespoke motorsports racewear manufacturer.
The successful rollout of a UK, then US version of the website, followed by Italian, French and German iterations, led to an ambitious programme of in-house developed enhancements to the built-in racewear design configurator, the first being a bespoke order management app that enabled HRX to oversee the progress of every single order, identify each design configuration and manage order fulfilment across endless bespoke order specifications across its UK, European and US e-commerce platforms.
We subsequently developed an important order approval stage, enabling customers to approve, reject, amend or add notes to their order and, in its latest evolution, we’ve added new functionality with a team portal where drivers can pick pre-FIA compliant configured race suits and add/resize logos.
Entry image
2.pdf
Entry video
Entry credits
- Andrew Womersley, Head of Development, Applied Digital Marketing
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Nominated
Company
Mauveworx
Client
Krispy Kreme UK & IRE
Summary
Paying homage to the original Krispy Kreme truck, we designed a showstopping retro ice cream truck to promote Krispy Kreme UK & IRE's summer 2021 range of ice cream-flavoured doughnuts. The truck was shared on social media channels and this standout design resulted in increased website traffic and an uplift in sales.
Our graphic designers created the concept and artwork for this ice cream truck and our CAD team also designed the physical shape, and the ability to store doughnuts inside the truck itself. It was important that our design reflected the summer product range, and gave a sense of summer fun.
It was also key that it be made from environmentally friendly materials, so it was printed and assembled by our production team, entirely from cardboard.
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Entry video
Entry credits
- Ollie Tremlett, Senior Creative Designer, Mauveworx
- Andrew Mathews, Head of Product Development, Mauveworx
- Charlotte Conway, Client Services Executive, Mauveworx
- Alice Gardner, Creative Group Account Director , Mauveworx
- Ian Turner, Senior Account Director, Mauveworx
- Steve Eaton, Head of Creative, Mauveworx
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Gold
Company
The Leith Agency
Client
IRN-BRU
Summary
The debate over the taste of IRN-BRU is dramatised in film genres.
Entry image
Entry video
Entry credits
- Jim Swan, Art Director, The Leith Agency
- Sam Muir, Copywriter, The Leith Agency
- Emma Hamilton, Producer, The Leith Agency
- Fraser Hunter, Producer, The Leith Agency
- John Vick, Sound Engineer, Finiflex
- Ben Whitehouse, Director, Stink
- Brad Lubin, Director, Another Film Company
- Paz Parasmand, Producer, Stink
- Tim Marshall, Producer, Another Film Company
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Gold
Company
McCann Leeds
Client
Slumberdown
Summary
How do you advertise a product with two USPs, made in mind for two different kinds of sleepers? Around 50% of partners sleep at different temperatures, so Slumberdown created ‘Made For You Two’ – a dual TOG duvet, split in half for pairs of warm and cool sleepers.
To sell this simple sleep solution, we used an equally simple and clever solution to match. Using the visual metaphor of animals from opposite climates melded together to form one being, we sold one very clever product in a simple, sweet way. Warm climate pelicans and cold climate penguins became a fused ‘peliguin’. Summery brown bears and wintery polar bears became a gradient bear, blended from brown to white. Plus huskies blended with lions and clownfish with Tuna. The imagery is striking and distinctive.
Entry image
Entry credits
- Gavin Shore, ECD, McCann Leeds
- Emily Cuthbert, Creative, McCann Leeds
- Adele Booth, Snr Creative, McCann Leeds
- Tom Smith , Head of Design , McCann Leeds
- Scott Oxley, Snr Designer , McCann Leeds
- Alex Finney , Designer , McCann Leeds
- Emma Quirk, Creative Artwork, McCann Leeds
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Bronze
Company
The Leith Agency
Client
IRN-BRU
Summary
Tournament Virgins helped Scotland’s footy fans deal with the nerves and excitement of watching their men’s team in a major tournament for the first time.
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Entry video
Entry credits
- Emma Hamilton, Producer, The Leith Agency
- Matt Brown, Producer, MBP Productions
- Jim Swan, Art Director, The Leith Agency
- Sam Muir, Copywriter, The Leith Agency
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1
Ambient Media/Stunts
Silver
Company
Greggs / Primark / Drummond Central / Hope & Glory
Client
Greggs
Summary
Greggs and Primark were set to launch a fashion range - our challenge was to tease the partnership in a disruptive way that generated organic buzz and excitement on a modest budget.
As thousands of people pass shop windows every day, we had to find a way to stop them in their tracks. Rather than give the mannequins something to wear our creative idea gave them something tasty to eat. This launched a campaign that generated over 643 pieces of media coverage with 2 billion OTS and 10 million social impressions, whilst introducing a clothing range that flew off the shelves.
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Entry video
Entry credits
- Fiona Mills, Brand Communications Lead, Greggs
- Ian White, Head of Brand and Communications, Greggs
- Drummond Central, Creative Team, Drummond Central
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6
Innovative Use of Technology
Nominated
Company
DRPG
Summary
Bosch are pioneers of the smart home and are known leaders for new technology within both consumer & B2B markets. With this precedence, they needed as strong of a digital presence to showcase new products and technologies that Bosch Group have to offer. With the onset of covid-19, they needed a bespoke, digital solution due to their innovation centre in Denham being closed. A virtual World was the perfect response for this.
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Entry video
Entry credits
- Kate Halpin, Senior Project Manager, DRPG
- Timothy Berry, Account Director, DRPG
- Brendan Emmerson, Digital Project Manager, DRPG
- Brad Harris, Creative Director, DRPG
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Nominated
Company
sixredsquares
Client
Brook
Summary
6rs were tasked with designing and developing an intuitive and inclusive online tool that helps those looking to access sexual health support to identify their options and find their nearest service provider. The 'Find a Service' tool is a key component of the Brook site and presents their services alongside those fed in from the NHS API, serving users with up to date, filterable details about their local sexual health services, whether they are provided by Brook or not. This involved creating a unique relationship between the services offered by Brook and those pulled from the NHS to provide users with an unprecedented database of standardised service options, all wrapped in an intuitive user experience that was informed by custom user testing.
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Entry video
Entry credits
- Peter Cass, Creative Director, sixredsquares
- Helen Anderson, Digital Manager, Brook
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Nominated
Company
Studio Something
Client
See Me
Summary
In 2018 we were tasked by See Me, Scotland’s body for tackling mental health stigma and discrimination, to create a campaign that got young people talking about their mental health. We needed to empower young people to share their feelings…not easy. We needed to gain young people’s trust, where advertising can struggle...we needed to give them a product.
How could we join this conversation? How could we talk to young people using technology that made it easy for them, and looked cool too.
We created the world’s first emoji-powered jukebox. More than a music player, this product served playlists based on how users were feeling. While your selection was generated, our chatbot asked questions about the emoji of choice to gather insights.
With fresh functioning came an even fresher aesthetic. More confident in colour and layout as we know fashion/aesthetics move on just as quickly as music tastes.
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Entry credits
- Gordon Barclay, Account Director, Studio Something
- Emma Lally, Deputy Creative Director, Studio Something
- Ken Clarke, Design Director, Studio Something
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Nominated
Company
Pikcells
Client
Integral Surface Design
Summary
Pikcells were commissioned to produce a 3D based, easy-to-use interactive configurator capable of displaying a wide range of sliding wardrobe door finishes and designs. The configurator needed to accommodate a broad spectrum of wardrobe door sizes with constraints set on maximum and minimum dimensions, as well as an API linked pricing and ordering system for customers to complete orders online.
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Entry video
Entry credits
- Richard Benson, Creative Director, Pikcells
- Matt Fell, Production Director, Pikcells
- Louis Bennette, Web Developer, Pikcells
- Pete Simpson, Head of Interactive, Pikcells
- Jon Peake, Project Manager, Pikcells
- Sam Dickinson, Technical 3D Artist, Pikcells
- Wojciech Selwa, Technical 3D Artist, Pikcells
- Nikita Goddard, Web Designer, Pikcells
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Silver
Company
Whitespace - An Isobar Company / Dentsu International
Client
Malaria No More UK
Summary
We worked with Malaria No More UK and our partner Facebook to launch Zero Malaria’s new AR Instagram filter to mark World Mosquito Day on 20th August 2021.
The Muundo is a fresh new universal visual language and was created by Nigerian artist, activist, and human rights lawyer, Láolú Sebanjo. With the launch of the filter, Instagram users can join the fight against malaria by having Muundo artwork virtually painted on their face.
We hacked Facebooks SparkAR platform so that people could use their own hand to swipe different face artwork across their faces. We were told by Facebook that this would not be possible to achieve, but discovered that by using the blink feature to trigger new artwork, SparkAR would think someone was blinking when they passed they're hand over their face, which in turn triggered a new face paint design.
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Entry video
Entry credits
- Elina Karadzhova, Interaction and Motion Designer, Whitespace
- Graeme Sutherland, Creative Production Director, Whitespace
- Chris Davey, Head of Creative / ECD, Whitespace
- Daniel Sytsma, Global Chief Design Officer, Isobar - dentsu
- Michael Hamilton, Senior Manager Digital Marketing, Malaria No More UK
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Nominated
Company
Pikcells
Client
Wren Kitchens
Summary
Pikcells were approached by Wren kitchens to improve their online configurator, by adding new cabinetry and finishes, but crucially they wanted a broader range of interior styling, with a view to them moving into international markets where properties differ considerably. Building on their experience in interactive tech Pikcells designed a completely new 360° configurator which features billions of possible kitchen combinations, adding in the ability to change property designs, which are quick and engaging for customers to use.
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Entry video
Entry credits
- Richard Benson, Creative Director, Pikcells
- Stephen Mooney, Sales Director, Pikcells
- Matt Fell, Production Director, Pikcells
- Pete Simpson, Head of Interactive, Pikcells
- Richard Ip, Senior Digital Artist, Pikcells
- Jaime Herke, Technical Supervisor, Pikcells
- Jon Peake, Producer, Pikcells
- Nikita Goddard, Web Developer, Pikcells
- Darren Gough, Producer, Pikcells
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2
Finance and Professional Services
Bronze
Company
Whitespace - An Isobar Company - dentsu
Client
Bright HR
Summary
We were asked to help grow awareness and increase subscriptions of BrightHR – a subscription based HR management tool for SMEs.
To achieve both the cut-through and demonstrate the multitude of ways in which BrightHR can help SME businesses, Whitespace and iProspect worked in synergy to create multi-channel campaign with an engaging and impactful creative.
The humorous commercial sees former premiership football manager, Harry Redknapp, star as an old-school HR manager, struggling to cope with his latest role. As H.R. puts his bewildered team through training drills and tactical briefings, the boss explains she’s signed a new assistant to help him: the BrightHR service. Resigned to his office, he shakes his head -“Tottenham all over again”, he complains.
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Entry video
Entry credits
- Lisa Goldie, Senior Creative Writer, Whitespace
- Neil D Walker, Creative Director, Whitespace
- Rory Imlach, Art Director, Whitespace
- Jenni Jones, Senior Account Manager, Whitespace
- Anita McCann, Group Account Director, Whitespace
- Chris Davey, Head of Creative / ECD, Whitespace
- Chris Mudge, Director, Chief
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Nominated
Company
OLIVER
Client
AA
Summary
Although the AA is one of Britain’s most iconic brands buying breakdown cover is rarely top of mind.
So to broaden the thinking of our audience we created a national campaign that gave the AA real relevance in moments you might expect – like preparing for winter driving. And some unexpected – like the end of lockdown and Halloween.
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AA BEST FINANCIAL SERVICES 1.pdf
Entry credits
- Rod Sobral, Global Chief Creative Officer, OLIVER
- Rob Kavanagh, Executive Creative Director, OLIVER
- Magnus Thorne, Creative Director, Writer, Art Director, OLIVER
- Paul Turner, Creative Director, Writer, Art Director, OLIVER
- Davinia Ballin, Business Director, OLIVER
- Durri Zahir, Project Manager, OLIVER
- Mark Betteridge, Associate Design Director, OLIVER
- Ben Cartwright, Account Director, OLIVER
- Marie-Charlotte Lacan, Senior Account Manager, OLIVER
- Nick Baker, Planning, OLIVER
- Brian Eagle, Group Head of Design , OLIVER
- Sion O’Connor, Head of Acquisition, AA
- Simone Scaysbrook, Head of Marketing, AA
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6
Radio Commercial
Nominated
Company
Cheetham Bell
Summary
SAVE OUR PIPES. STOP THE BLOCK.
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Entry credits
- Katie Davenport, Copywriter, Cheetham Bell
- Luke Dixon, Account Director, Cheetham Bell
- Martin Smith, Creative Director, Cheetham Bell
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Gold
Company
FCB Health Hampshire, An IPG Health Company
Client
Heart Research UK
Summary
Christmas. The most wonderful time of the year. But it’s a dangerous time for hearts – on Christmas Eve heart attack risk rises by 37%.
To get people thinking about heart health over the holidays, Heart Research UK launched a special campaign, starring someone whose stressful job, irregular exercise and poor diet puts his heart at particular risk on Christmas Eve: Santa Claus himself.
Running alongside print executions, which showed Santa experiencing the devastating effects of a heart attack, the campaign radio ad featured BAFTA-winning actor Mark Bonnar, giving a reading of a heart failure version of ‘The Night before Christmas’.
In this version, the familiar tale turns tragic, as Santa suffers from the consequences of his unhealthy lifestyle. The ad guided listeners to the Heart Research UK website, where they could get life-saving advice or donate to vital research
Helping to keep more hearts healthy over the holidays.
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Entry video
Entry credits
- Tom Smith, Head of Marketing and Communications, Heart Research UK
- Joan McGregor, Digital Marketing Officer, Heart Research UK
- David Prater, Executive Creative Director, FCB Health Hampshire, An IPG Health Company
- Simon Wood, Senior Copywriter, Senior Copywriter FCB Health Hampshire, An IPG Health Company
- Christian Louzado, Associate Creative Director, FCB Health Hampshire, An IPG Health Company
- Jamie MacCarthy-Morrogh, Executive Creative Director, FCB Health Hampshire, An IPG Health Company
- Shanie Connard, Creative Production Director, FCB Health Hampshire, An IPG Health Company
- John Willows, Senior Designer Motion Graphics, FCB Health Hampshire, An IPG Health Company
- PJ Crabb, Account Director, FCB Health Hampshire, An IPG Health Company
- Siya Amin, Account Executive, FCB Health Hampshire, An IPG Health Company
- Kristian Binks, Creative Artworker, FCB Health Hampshire, An IPG Health Company
- Simon Robinson, Design Director, FCB Health Hampshire, An IPG Health Company
- Sam Madders, Senior Creative Artworker, FCB Health Hampshire, An IPG Health Company
- Asa Fisk, Associate Director Technology, FCB Health Hampshire, An IPG Health Company
- Jerome Cholet, Director PR and Communications , IPG Health
- Karin Stelzner, PR and Communications Manager, IPG Health
- Marcus Smith, Sound Engineer, Big Buoy
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Silver
Company
BBC Creative
Client
BBC Sport
Summary
‘Best trail ever’ – Zoe Ball, after playing the Winter Olympics trail on BBC Radio Two’s breakfast show.
‘That was exciting wasn’t it’ – Zoe Ball
‘Spectacular’ – Jeremy Vine
This radio trail launched the BBC’s coverage of the Olympic Winter Games. It takes us through the intensity of competing in the Big Air Snowboard event.
We used only sound design in the trail to create a cold yet thrilling ride through the event. The script and production were carefully crafted to convey a sense of speed and jeopardy.
Panning and spatial processing were used to place the listener inside the event, and an emotive, physical read from the voice over further enhanced this feeling of excitement.
This culminated in something that sounded unlike anything heard on the radio. It became an attention-grabbing moment, and lead to presenters regularly talking about it.
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Entry video
Entry credits
- Debbie Dillon, Head of Audio, BBC Creative
- Jimmy Ward, Radio Creative, BBC Creative
- Stuart Gittings, Creative, BBC Creative
- Reuben Dangoor, Creative, BBC Creative
- On The Sly, Radio Producer, BBC Creative
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Nominated
Company
Genesis
Client
Public Health Agency NI
Summary
The Public Health Agency in Northern Ireland tasked Genesis with creating a new campaign designed to encourage people to eat healthy portion sizes.
Our idea was based on a universal experience: that moment when we realise our favourite clothes suddenly feel a bit more snug than usual. You look down and there's a gaping hole between buttons as they take a little more strain than they're used to. That gap in your shirt actually looks like a little mouth, which gave us our idea – your clothes are trying to tell you something.
We brought those "mouths" to life. We gave them voices and personalities. They spoke to the person wearing the clothes and tried to encourage them to try smaller portion sizes.
Entry credits
- Darren Lyttle, Creative Director, Genesis
- Eoin Alexander, Head of Copy, Genesis
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Bronze
Company
Creative Director
Client
BBC World Service
Summary
This radio trail for the BBC Reith Lectures harnessed the power of Artificial Intelligence to surprise and intrigue listeners – written and delivered by A.I.
A collaboration between BBC Creative Audio North, BBC R&D and BBC A.I and Voice (Scotland) culminated in not just one but two uses of Artificial Intelligence. Firstly, the script was written with the help of the GPT-3 system (OpenAI.) By feeding it written prompts, the system produced an array of responses to questions and commands. Secondly, the script was ‘read’ by a synthetic voice developed experimentally for the BBC, in what may have been the first ever A.I. voiceover session. Tweaks were made in real time by changing and adding elements of code and adjusting inflection parameters, in order to achieve the final performance . Directing a human controlling a machine was a new way of achieving a voiceover performance.
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Entry video
Entry credits
- Debbie Dillon, Head of Audio, BBC Creative
- Sean Smith, Radio Creative, BBC Creative
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Nominated
Company
The Leith Agency
Client
Childhood Tumour Trust
Summary
Neurofibromatosis 1 (NF1) is a genetic condition causing tumours to grow on nerve endings in children and young people, its symptoms can have a huge physical and psychological impact on those affected. It’s more prevalent than Cystic Fibrosis, Duchenne Muscular Dystrophy, and Huntington’s Disease combined – yet is much less known.
‘Hard to say’ aims to change this.
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Entry credits
- John McPartland, Creative Director Health, The Leith Agency
- Sarah Kenny, Producer, The Leith Agency
- John Vick, Sound Engineer, The Leith Agency
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7
Sports/Health
Silver
Company
The Leith Agency
Summary
1 in 4 people will suffer from Anxiety or Depression over Christmas. Experts say that listening to too much Christmas music can cause further distress. Yet alternative types of music can help those living with depression and anxiety to feel better. To combat this we turned Christmas songs that caused anxiety and depression into a track that helps.
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Entry video
Entry credits
- Debbie Morgan, Art Director, The Leith Agency
- Lottie Grant, Copywriter, The Leith Agency
- Sarah Kenny, Producer, The Leith Agency
- John Mcpartland, Creative Director Health, The Leith Agency
- Vicky Hodgkisson, Account Director, GAS Music
- Aaron Bentley, Composer / Producer, GAS Music
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Bronze
Company
The Leith Agency
Client
IPHA
Summary
Whilst the uptake of COVID vaccines in Ireland was high, this is just one of a range of vaccines available to people. We needed a way to show how vaccines can protect people and allow them to continue with their life free from diseases. We developed a photo journalistic campaign highlighting the moments people experience, developed by vaccines.
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Entry video
Entry credits
- Lottie Grant, Copywriter, The Leith Agency
- Rufus Wedderburn, Art Director, The Leith Agency
- John Mcpartland, Creative Director Health, The Leith Agency
- Joanna Niklas, Producer, CRXSS
- Kate Peters, Photographer, CRXSS
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Bronze
Company
The Leith Agency
Client
The Scottish Government
Summary
People in Scotland have a tendency to either not recognise or ignore the warning signs of lung cancer. Which is great for lung cancer, as it thrives when people give it time to settle in and spread out. But if we can get people to identify their symptoms and get them checked early, then that can make all the difference.
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Entry video
Entry credits
- Cecile Robertshaw, Copywriter, The Leith Agency
- Dan Scott, Art Director, The Leith Agency
- Fraser Hunter, Producer, The Leith Agency
- John Vick, Sound Engineer, Finiflex
- Ben Craig, Director, FOND films
- Ray Allan, Producer, FOND films
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Bronze
Company
BBC Creative
Client
BBC Sport
Summary
When it comes to winter sports, athletes are often depicted as having to battle or overcome the elements in order to succeed. “Extreme by Nature” flips this notion on its head by imagining a world where a Winter Olympian’s relationship with the elements is in fact symbiotic – what if the ice and snow shapes them into unstoppable forces?
This thought was crafted into a mixed media animation which features two distinct worlds of snow and ice, one world brought to life as individually 3D printed frames and the other made through a combination of practical camera effects and meticulous post work.
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Entry video
Entry credits
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Director, BBC Creative
- Stuart Gittings, Creative, BBC Creative
- Reuben Dangoor, Creative, BBC Creative
- Liz Dolan, Producer, BBC Creative
- Jess Greshoff, Production Managaer, BBC Creative
- Balázs Simon , Director , Blinkink
- Rebecca Little, Producer, Blinkink
- Gary Owens , Composer/Creative Director , GAS Music
- Aaron Bentley , Producer/Composer , GAS Music
- Vicky Hodgkisson , Account Director , GAS Music
- James Parry , Portfolio Head of Marketing , BBC Sport
- Liv Slack, Marketing Manager, BBC Sport
- Helen Dean, Marketing Manager, BBC Sport
- Kate Plowright, Marketing Exec, BBC Sport
- Matt Totterdell, Project Manager, BBC Creative
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Nominated
Company
BBC Creative
Client
BBC Sport
Summary
The summer of 2021 was unforgettable for followers of England’s football team. Upon reaching the final of Euro 2020, the nation had reached a level of anticipation and excitement that had not been seen in decades. However, after a disappointing penalty defeat to Italy, this emotion spilled over into ugly scenes, including online racist abuse targeted at players who had been heralded as national heroes only days before.
To give BBC Sport a clear position against this abhorrent behaviour, we created a rapid turnaround film that celebrated how the England team had brought the country together over the course of the tournament. Through an emotive combination of voiceover and footage, the spot questions what “home” really means in the context of our national identity and takes a stand against a tiny minority who delivered abuse to players, anchoring its sign off around the existing Hate Won’t Win campaign.
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Entry video
Entry credits
- Helen Rhodes, Executive Creative Director, BBC Creative
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Director, BBC Creative
- Stuart Gittings, Creative, BBC Creative
- Reuben Dangoor, Creative, BBC Creative
- Sam Pavey, Planner, BBC Creative
- Sarah Bradbury, Producer, BBC Creative
- Jess Fenton, Production Manager, BBC Creative
- Bled Bujupi, Editor, BBC Creative
- Ben MacFarlane, Post Producer, BBC Creative
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Nominated
Company
FCB Health Hampshire, An IPG Health Company
Client
Novartis
Summary
With 41 million sufferers in Europe alone, the chances are we all know someone who suffers from migraines.
Many sufferers take painkillers to relieve their migraines. But what most of them don’t know, is that overusing painkillers can actually make their migraines worse.
So sufferers get a migraine … and take a painkiller… and get a migraine…and take a painkiller …and get a migraine… and the cycle goes on.
That’s why Novartis created a campaign to tell patients that their migraine pain relief, could actually be triggering their migraine.
The campaign showed the painkiller pill as a catalyst, with the potential to make the sufferer’s migraine even worse.
By making sufferers aware of the impact of painkiller overuse and encouraging them to visit a neurologist, who could actually offer a proper solution to their migraines, we can help sufferers break the migraine-painkiller cycle.
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Entry video
Entry credits
- Jamie MacCarthy-Morrogh, Executive Creative Director, FCB Health Hampshire, An IPG Health Company
- David Prater, Executive Creative Director, FCB Health Hampshire, An IPG Health Company
- Jonathan Jones, Senior Copywriter, FCB Health Hampshire, An IPG Health Company
- Rachael Graham, Senior Art Director, FCB Health Hampshire, An IPG Health Company
- Yvonne Andreas, Associate Creative Director, FCB Health Hampshire, An IPG Health Company
- Tanja Linkel, Senior Art Director, FCB Health Hampshire, An IPG Health Company
- Shanie Connard, Creative Production Director, FCB Health Hampshire, An IPG Health Company
- Kerstin Nothhelfer, Group Account Director, FCB Health Hampshire, An IPG Health Company
- Vanessa Kugler, Senior Account Manager, FCB Health Hampshire, An IPG Health Company
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Gold
Company
BBC Creative
Client
BBC Sport
Summary
This film launched the BBC’s coverage of the Olympics this summer and went on to become the title sequence too. It takes us on a journey through, over, in to and around the host city, immersing our audiences in a Tokyo where the Olympics has taken over, just as it takes over our lives for 16 days every 4 years. Every aspect and facet of the city is consumed by the events and the athletes that compete in them, creating a world that is Tokyo, but not as you’ve ever seen it before – the most eclectic city in the world, packed full of the athletes and games from the most eclectic sporting event in the world. There isn’t a frame in this film that hasn’t been carefully considered. There are literally hundreds of easter eggs to delight and excite the viewer.
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Entry video
Entry credits
- Helen Rhodes, Executive Creative Director , BBC Creative
- Tim Jones , Creative Director , BBC Creative
- James Cross, Creative Director , BBC Creative
- Rachel Miles, Creative, BBC Creative
- Michael Tsim, Creative, BBC Creative
- Sarah Bradbury, Producer, BBC Creative
- Jess Fenton, Production Manager, BBC Creative
- Factory Fifteen , Director , Factory Fifteen
- Isobel Conroy, Producer , Nexus Studios
- Alan Traquair , Producer , Nexus Studios
- Sean Hogan , Production Design , Nexus Studios
- Fantasista Utamaro , Design Director , Nexus Studios
- Kenji Kawai , Composer , Kenji Kawai
- Mark Hills , Sound Designer , Factory
- The Mill , Post Production , The Mill
- James Parry, Portfolio Head of Marketing, BBC Sport
- Liv Slack, Marketing Manager, BBC Sport
- Kate Plowright, Marketing Exec, BBC Sport
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3
TV/ Cinema Commercial Produced for 20k or Less
Gold
Company
Cowshed and the National Adoption Service for Wales
Summary
Children waiting longer to be adopted in Wales are over 3 years old, boys, sibling groups and children with complex needs.
#ChooseFamily puts the focus on what everyone wants most – family – and how opening your mind to any child regardless of age, gender, background etc. could help you achieve it sooner.
Praised for its honesty, authenticity, and sincerity, the campaign is rooted firmly in the experiences of adopters and adoptees.
“This captures the joys and challenges of adoption perfectly.”
“I’ve just watched the most AMAZING advert that truly shows the challenges and rewards of adoption…Totally had me in tears…and got me considering adoption.”
Through a fully integrated approach, the campaign has resulted in 35 more enquiries (25% increase). From feedback from regional adoption agencies, the campaign has also been credited for enquiries and more open considerations during the matching process.
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Entry video
Entry credits
- Vicki Spencer-Francis, MD, cowshed
- Stacey Oliver, Campaign director, Cowshed
- Charlie Simpson, Head of Creative, Cowshed
- Amelia Stevens, Director of strategy, Cowshed
- James Cavannagh, Head of Digital, Cowshed
- Ruth Harrison, Head of Editorial, Cowshed
- Rhian Drummond, Creative lead, Cowshed
- Llinos Dafydd, Welsh creative copywriter, Cowshed
- Aamir Mohammed, Content producer, Cowshed
- Tomos Wilding, Designer, Cowshed
- Maris Latham, Designer, Cowshed
- Corienne Strange, Head of Policy, Practice & Communication, National Adoption Service
- Tim Orr, Creative Director, Sticky Ideas and Advertising
- Maurice Fallerton, Creative Director, Sticky Ideas and Advertising
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Nominated
Company
BBC Creative
Client
BBC Sport
Summary
The summer of 2021 was unforgettable for followers of England’s football team. Upon reaching the final of Euro 2020, the nation had reached a level of anticipation and excitement that had not been seen in decades. However, after a disappointing penalty defeat to Italy, this emotion spilled over into ugly scenes, including online racist abuse targeted at players who had been heralded as national heroes only days before.
To give BBC Sport a clear position against this abhorrent behaviour, we created a rapid turnaround film that celebrated how the England team had brought the country together over the course of the tournament. Through an emotive combination of voiceover and footage, the spot questions what “home” really means in the context of our national identity and takes a stand against a tiny minority who delivered abuse to players, anchoring its sign off around the existing Hate Won’t Win campaign.
Entry image
Entry video
Entry credits
- Helen Rhodes, Executive Creative Director, BBC Creative
- Tim Jones, Creative Director, BBC Creative
- James Cross, Creative Director, BBC Creative
- Stuart Gittings, Creative, BBC Creative
- Reuben Dangoor, Creative, BBC Creative
- Sam Pavey, Planner, BBC Creative
- Sarah Bradbury, Producer, BBC Creative
- Jess Fenton, Production Manager, BBC Creative
- Bled Bujupi, Editor, Chief
- Ben MacFarlane, Post Producer, Chief
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Gold
Company
Conteur
Client
Foster Care Associates
Summary
We were approached by FCA to produce an engaging advert for Sky. FCA are a national foster agency and they needed an advert for a Sky Adsmart campaign, that would encourage people to sign up to become foster parents. We only had a month to come up with the concept, source locations and actors and shoot and edit the film. The whole Conteur team got involved to come up with ideas, with the intention to keep the messaging simple but powerful, showing the transformation from a vulnerable environment, to a foster care home and benefits.
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Entry video
Entry credits
- Gillian Davies, Director, Conteur
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8
Identity Design
Nominated
Company
CPW
Client
CPW
Summary
Notepad uses strategically led brand design to revive a prestigious engineering firm by focusing on their true expertise - Sustainability. Giving them a pointed difference in the market by grounding their innovative approach to delivering sustainable buildings with a recognition of the challenge we all face in striving towards a Net Zero future.
Engineering firms are often focused on the smaller, practical details of delivering buildings, whereas the new CPW brand takes a wider and future-focused approach, encompassing their ability to design Net Zero buildings and placing them at the forefront of confronting the climate crisis head-on. The identity draws heavily on sustainability references and brings life to a brand that finds itself in an industry beset by dark and industrially obsessed identities.
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Entry video
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Nominated
Company
B&W Studio
Client
British Council
Summary
With the UK playing host to COP26 in Glasgow for the next few days, the climate change debate is again dominating the headlines. As part of their global marketing and communications campaign to support COP26, the British Council chose B&W Studio to create a visual identity for a new global programme of activities to engage specifically with young people about this issue. The challenge for B&W Studio was to create a fresh and engaging visual identity, including a name and strapline, to enable the British Council to connect with 15-35yr olds across the globe on climate change related topics through art, education, science and cultural exchange. The brief was complex, with diverse target audiences located around the world. The British Council wanted to bring these audiences – artists, scientists, students, academics, young people, community leaders and policy makers – together to share ideas and collaborate on potential solutions.
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Entry video
Entry credits
- Lee Bradley, Creative, B&W Studio
- Scott Cockerham, Designer, B&W Studio
- Andy Sandwich, Illustrator, B&W Studio
- Joe Coleman, Copy, B&W Studio
- Hannah Kirkman, Account Director, B&W Studio
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Nominated
Company
Ideas and That
Client
Carruthers + Jackson
Summary
Two rectangles born from the union of two human minds. Caroline Carruthers and Peter Jackson – two of the world’s most respected (and equally lovely) data specialists, attracting over 500 data leaders from across the globe weekly.
Data can feel like a heavy topic, yet Carruthers and Jackson make it their mission for it to be anything but. So when we approached this brand identity project, we wanted the work to reflect them. From look and feel to tone of voice, it had to be smart yet simple. Almost unsettlingly simple.
Since launching their new brand identity, the Carruthers and Jackson brand has become the most sought after name within the data industry; winning lucrative projects with Channel 4, Teenage Cancer Trust and British Heart Foundation and growing its team from four to 14 full-time staff within nine months of rebranding.
Carruthers and Jackson. The answer’s in the data. Simple.
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Entry credits
- Amy Parkhill, Co-founder, Ideas and That
- William Upfield, Co-founder, Ideas and That
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Silver
Company
Notepad Studio
Client
Iomart
Summary
Iomart is one of the UK’s leading public technology companies, providing cloud computing and IT managed services for over 80,000 companies globally. Notepad's challenge was to create a brand system for Iomart and position them as a market-leading brand without any of the typical jargon or complexity their industry is known for. The art direction for the new Iomart brand focuses on the businesses greatest strength - its people. We created a brand identity that feels warm, caring and honest. It’s a completely different approach to their cold, complex and data-focused competitors. Giving Iomart a distinctive logo, a relatable tone of voice, and an unconventional colour palette. The new identity brings Iomart's people-centric approach to life, using clear-cut messaging and confident paired back design to truly make things straightforward.
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Nominated
Company
US Studio
Client
Future Lab
Summary
Future Lab is the innovate think tank of UK-based, design-led homebuilder, House by Urban Splash. It’s a place for the company to think beyond immediate horizons at the future of housing and communities. A space where its team is free to experiment, innovate, and collaborate, with the aim of discovering new ways to secure a better future for the planet.
Inspired by Future Lab’s approach, we created in collaboration with Kiel Mutschelknaus, the Future Lab Type Generator, an expressive type tool that produces exciting, interactive, and sometimes hypnotic visuals.
Ranging from a broad variety of states, users can input text and adjust the settings to achieve limitless, one-of-a-kind assets that can be downloaded as animated loops or static images.
We also implemented a sci-fi inspired colour palette combined with a bold tone of voice to achieve an easy-to-use, futuristic visual identity for a brand that’s way ahead of its time.
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Entry credits
- Oliver Wigglesworth, Head of Design, Urban Splash
- Emma Benyon, Senior Creative, Urban Splash
- Orla McGrath, Brand Director, Urban Splash
- Suzy Jones, Future Lab Director, Urban Splash
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Nominated
Company
US Studio
Client
House by Urban Splash
Summary
House by Urban Splash is a housebuilder like no other. Their homes are full of space and light and are built to order in a factory using sustainable methods, before being delivered on-site. This allows customers to tailor their own room layouts and be part of beautiful, sustainable neighbourhoods that prioritise people, greenery and communal spaces.
Such a unique company deserves a unique brand identity. So the House identity ditches the clichés of home developers, opting instead for clean, modern black and white backgrounds, strong type, sophisticated technical house illustrations and varied, magazine-style brochure layouts. It also ditches salesy hyperbole, adopting a friendly, relatable tone of voice instead.
The visual identity is embedded in every aspect of the brand, including the website (with its award-winning online configurator tool), brochures, a brand manifesto, a modernist sales pavilion, signage, vehicle liveries and an eco-friendly moving-in pack with content sourced from Social Supermarket.
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Entry credits
- Oliver Wigglesdworth, Head of Design, Urban Splash
- Emma Benyon, Senior Creative, Urban Splash
- Andrew Matthews, Freelancer, Urban Splash
- Smiling Wolf, External Agency, Smiling Wolf
- Orla McGrath, Brand Director, Urban Splash
- Jonathan Falkingham, CEO, Urban Splash
- Laura Sykes, Senior Marketing Manager, House by Urban Splash
- Jason Byrne, Head of Digital, Urban Splash
- Alice Irving, Content Creator and Writer, Urban Splash
- Joe Coleman, Freelance Copywriter, Joe Coleman
- Rachel Thomas, Interior Designer, Urban Splash
- Kate Robertson Hart, Senior Brand Manager, Urban Splash
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Nominated
Company
Young Bright and Grey
Client
Not to die for
Summary
Recognising that society still stigmatises vegans, we created a new visual and verbal identity that reflected the views of the founder and audience. After all, any group of people willing to go against the grain and live a more ethical way of life, deserve to be backed by a brand that encapsulates the boldness of their revolution.
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Entry credits
- James Summerscales, Brand strategy director, Young Bright and Grey
- Viv Griffiths, Creative director, Young bright and Grey
- Connor Beighton, Brand designer, Young Bright and Grey
- Kelly Cunningham, Head of content, Young bright and Grey
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Nominated
Company
Wreel Collective
Client
nShift
Summary
nShift delivers around a billion shipments to 190 countries each year. Their new brand world needed to be big, inspiring and versatile. Our core aim was to position them as the category leader by giving them clear standout in the market. To achieve this we drew on inspiration from other sectors, creating a daring and imaginative identity that brought the delivery journey to life, in an engaging and unexpected visual language. Flowing patterns of squares bring personality and movement, as they congregate on a focal point of each visual. A mix of pacey gradient backgrounds, gradient pattern work and soft colours with abstract imagery brings dynamism to the identity. We created everything from the logo, look and feel, photography direction, animation style, TOV, brand book, merchandise,
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Entry credits
- Mike Etheridge, Creative Director, Wreel Collective
- Carl Redgrove, Senior Designer, Wreel Collective
- James Gillen, Senior UI Designer, Wreel Collective
- Joseph Hutchinson, Senior Copywriter, Wreel Collective
- Gareth Wall, Senior Designer, Wreel Collective
- Elle Phan, Senior UX Designer, Wreel Collective
- Lydia Eastwood, Operations Director, Wreel Collective
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3
Most Creative Use of Media
Silver
Company
Greggs / Primark / Drummond Central / Hope & Glory
Client
Greggs
Summary
Greggs and Primark were set to launch a fashion range - our challenge was to tease the partnership in a disruptive way that generated organic buzz and excitement on a modest budget.
As thousands of people pass shop windows every day, we had to find a way to stop them in their tracks. Rather than give the mannequins something to wear our creative idea gave them something tasty to eat. This launched a campaign that generated over 643 pieces of media coverage with 2 billion OTS and 10 million social impressions, whilst introducing a clothing range that flew off the shelves.
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Entry credits
- Fiona Mills, Brand Communications Lead, Greggs
- Ian White, Head of Brand and Communications , Greggs
- Drummond Central, Creative Team, Drummond Central
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Gold
Company
Specsavers x Tangerine
Client
Specsavers
Summary
It almost came home for England during Euro 2020.
And thanks to one clever, perfectly timed billboard (which was actually just a simple mocked-up image posted on Twitter) it certainly came home for Specsavers.
Far from being a one-hit-wonder, this seemingly simple tweet was part of a sustained Euros reactive strategy, creative use of media which extended beyond the realms of Twitter, across press & OOH bringing huge value to the Specsavers brand and joy to millions.
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Entry credits
- Lisa Hale, Head of Social, Specsavers
- Natalie Chatburn, Associate Director, Tangerine
- Sarah Schofield , Associate Director, Tangerine
- Joe Whiteley , Senior Account Manager, Tangerine
- Martin Kevill, Creative Lead, Tangerine
- Sam Swaffield, Creative Lead, Tangerine
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Bronze
Company
Whitespace - An Isobar Company / Dentsu International
Client
Malaria No More UK
Summary
We worked with Malaria No More UK and our partner Facebook to launch Zero Malaria’s new AR Instagram filter to mark World Mosquito Day on 20th August 2021. The filter brings to life the striking visual language of “The Muundo”, created as part of the global Draw The Line Against Malaria campaign.
The Muundo is a fresh new universal visual language made up of lines, symbols and patterns, the ‘Muundo’ created by acclaimed Nigerian artist, activist, and human rights lawyer, Láolú Sebanjo. With the launch of the filter, Instagram users can join the fight against malaria by having Muundo artwork virtually painted on their face, and by inviting friends to draw their own line against the deadly disease.
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Entry credits
- Elina Karadzhova, Interaction and Motion Designer, Whitespace
- Graeme Sutherland, Creative Production Director, Whitespace
- Chris Davey, Head of Creative / ECD, Head of Creative / ECD
- Daniel Sytsma, Global Chief Design Officer, Isobar - dentsu
- Michael Hamilton, Senior Manager Digital Marketing, Malaria No More UK
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