Congratulations to our shortlist
Product Sector Categories
Alcoholic Drinks
THE SPIRIT OF RUGBY: BREAKING THE GUINNESS HEGEMONY
Zenith UK: The Famous Grouse
Agency: Zenith
The Famous Grouse is never going to beat Guinness at international rugby. But by partnering with domestic rugby, we created a new drinking occasion which grew the bottom line.
Automotive
Brand Launch
Motorway
Agency: MG OMD
In 2021 we were tasked with helping Motorway launch a new brand campaign, to help the business rapidly accelerate their growth. The long-term ambition from the business was clear; make Motorway the definitive way to sell your car. To win the battle of the used car market, we had to make as many people as possible see the campaign, reme...
Banks & Financial Services
Getting the Gender Pension Gap Debated in Parliament
Lloyds Banking Group/Scottish Widows
Agency: MediaCom
The Scottish Widows brand is salient on account of its famous icon and advertising. Its purpose however, championing women in retirement, had received much less attention than their famous widow icon.In 2021 we changed all this. We took a single insight - a £100k shortfall in women’s pension savings in comparison to men - and used this...
Consumer Electronics
Highlife
Google x Channel 4
Agency: OMD UK
The Google Pixel phone features the world’s most inclusive camera, more accurately highlighting the nuances of diverse skin tones than its competitors. We spotted an opportunity to showcase this progressive feature by partnering with Channel 4 and their Black to Front season, championing Black talent both in front of and behind the cam...
Corporate & Utilities
Fashion & Beauty
#BeBold
Pentland/ellesse
Agency: MediaCom
This entry tells of a world first. A ground-breaking social media campaign for clothing brand ellesse, developed as a standalone social media event that is set to change eCommerce and even spawned its own global dance movement. ellesse – an established brand but with very low awareness - challenged us to create an online moment that ...
A Self Love Uprising with The Body Shop
The Body Shop
Agency: GoodStuff & Wax/On and Craft Media
In a world which whispers to Gen Z women that they are not good enough, we wanted to create an uprising - empowering women to take some time out for self love - as a radical act. We saw words as our enemy. So by harnessing the power of social media, we gave audiences the opportunity to defy the negativity with the ultimate clap-back. W...
Drink-Food, Drink & Household
Food - Food, Drink & Household
Household - Food, Drink & Household
Healthcare
Helping a Nation Grieve
Reach, Carat UK, The Story Lab & Co-op Funeralcare
Agency: Reach Solutions
In 2021 Co-op, Reach Plc, Carat and The Story Lab came together to help the Nation grieve in a Pandemic. We saw a nation struggling with their grief in lockdown, with so many having to grieve alone. Plus, with ever-changing Covid regulations, the focus of the campaign would need to be adaptable to the restrictions people were dealing w...
Sticking two fingers up at tampon discomfort
Tampax
Agency: Starcom/PG One
We took a radical approach to Healthcare category norms by turning Tampax instructions into thumb-stopping content. In doing so we grew consideration, positive brand sentiment and trial among young women. Even more importantly, we helped women feel more confident about using Tampax
Media & Entertainment
The Launch of Sky Glass
British Sky Broadcasting/Sky Glass
Agency: MediaCom
With the launch of Sky Glass, Sky found themselves in the unusual position of a challenger brand in a new sector. We helped create a full funnel planning approach, that went beyond mere awareness and fame to manage customer journeys through the ‘messy middle’, with three layers of activity to match the three different speeds of making ...
Public Sector & Charities
Think Global, Recycle Local – How we lead the Electrical Recycling Revolution with persuasion, planning and a pink cat
WEE - Material Focus
Agency: december19 and Truant
‘Humans, recycle your Electricals’ commanded Hypnocat, the bright pink cat with swirling, hypnotic eyes – and they did! Tackling the challenge of electrical waste in the UK with a modest media budget was no small task, but with an outstanding creative in ‘Hypnocat’; an effective media strategy, tapping into behaviour change methodolo...
Retail - Online & Offline
Christmas 2021
John Lewis
Agency: MG OMD
Each year, John Lewis creates the most sought-after advertising campaign in the UK; a cultural moment the UK seek out in their millions. Every year we raise the stakes and every year after we need to do this once more. This year, we showed how a similar brief with similar creative, doesn't need to be a run of the mill campaign. In 2021...
Co-Op funeralcare with Global and The Story Lab
Global / The Story Lab / Co-Op
Agency: Global
A nationwide survey into the UK’s funeral wishes, uncovering the facts around the wishes of the country on their funeral plans. The survey would enable Global and Co-Op to identify trends associated with funeral planning, filtering results regionally to identify local trends.Trends would then populate outdoor sites in the local towns/c...
Travel & Leisure
Tackling travel clichés with TikTok
Merkle/Hilton
Agency: Merkle
Our entry is a brand campaign that Merkle and Hilton worked on with TikTok, this was Hilton’s first paid media campaign on the platform in the UK and it was also a hotel industry first. The campaign was planned and delivered end to end by Merkle, Hilton, TikTok and TikTok’s creator agency partner, Influencer. It included an extensive i...
Data & CRM Categories
The CRM & Media Award
The Data & Creativity Award
Finecast for Isuzu
Isuzu
Agency: Finecast UK, Mediacom North
Finecast is a leading addressable TV company that enables advertisers to precision target audiences in on-demand, linear and live streaming TV environments. Using Finecast’s proprietary audience planner, brands can leverage advanced household targeting and optimisation capabilities to reach viewers on the big screen whilst helping adve...
Content Categories
Best Use of Experiential
Jolting people back
LNER
Agency: MG OMD
With their business severely hit by Covid-19, LNER had the big task of building back journeys and revenue, which had dropped -95% vs pre Covid Levels. After navigating a long period of travel restrictions which finally eased in the Summer 2021, we needed to re-establish LNER in people’s minds as the preferred mode to travel to destinat...
Upliftford
ASICS and Pitch Marketing Group & The Park
Agency: Agit8
The Objective:ASICS is the number one running footwear brand in Europe, with an average value market share of 31%.*However, ASICS’ market share in the UK at end of 2020 was the lowest in Europe, at just 20%.Our objective was simple. We needed to gain market share in the UK by making consumers aware of ASICS’ unique and highly different...
Best Social Strategy
#BeBold
Pentland/ellesse
Agency: MediaCom
This entry tells of a world first. A ground-breaking social media campaign for clothing brand ellesse, developed as a standalone social media event that is set to change eCommerce and even spawned its own global dance movement. ellesse – an established brand but with very low awareness - challenged us to create an online moment that ...
Census 2021
HM Government
Agency: MG OMD
The Census has been implemented in the UK since 1801, with its decennial drumbeat forming a key part of UK life. The importance of the census cannot be understated, its results inform government decisions that will impact society and the economy for years to come. Therefore, it needs to reflect the true fabric of the country, represent...
Love Me Liquid Lip
MAC Cosmetics
Agency: MG OMD
M.A.C Cosmetics are the leaders in make-up, with the number one position for lip and number two position for foundation. However, when Covid hit the UK, M.A.C was faced with a big challenge. With 46% of the UK working population now working from home and with the government making masks compulsory, consumers were no longer prioritising...
Branded Content - Audio
Woodsman in the Woodshed; Nailed it!
The Woodsman Whisky / Whyte & Mackay
Agency: Republic of Media
The Woodsman Whisky believe that ‘True Character is built by hand’. Commissioning Radio X’s Johnny Vaughan and Gavin “The Woodsman” Woods to make their own hand-builds in the ‘Woodsman Woodshed’ NAILED IT for the Woodsman Brand and showed the power of long-term partnership. The brand insight aligned perfectly with the idea, meaning the...
Branded Content - Online and Socials
#BeBold
Pentland/ellesse
Agency: MediaCom
This entry tells of a world first. A ground-breaking social media campaign for clothing brand ellesse, developed as a standalone social media event that is set to change eCommerce and even spawned its own global dance movement. ellesse – an established brand but with very low awareness - challenged us to create an online moment that ...
100 teachers, 100 passions, 100 ways to shape lives
Department for Education
Agency: Hearts & Science and Guardian News & Media
As anyone who experienced the ups and downs of homeschooling during lockdown will tell you (it was a lot!), it's never been more important to inspire the next generation to consider teaching as a career. The Guardian Labs and 4Studio partnered with the Department for Education to tell the stories of 100 diverse teachers across the coun...
Sticking two fingers up at tampon discomfort
Tampax
Agency: Starcom/PG One
By turning Tampax instructions into thumb-stopping content, we grew consideration and positive brand sentiment among young women. Even more importantly, we helped women feel more confident about using Tampax, and drove trial among our audience
Branded Content - TV & Cinema
Channel 4 x Google Pixel: Highlife & Picture This The UK’s first ALL Black reality series
Agency: OMD UK, Essence, Drum
Entertaining the nation with Gio, Wynne and Gino
Ocado/Ocado Just For You launch
Agency: Hearts & Science
Our Survey Says helped GoCompare overcome the brand preference challenge their highly recognisable but marmite brand mascot creates by using the unique relationship between Gio and Wynne Evans – the man behind the moustache – to entertain the nation. We made the UK’s first ever audience participation gameshow ads featuring Gino D’Acamp...
Content Strategy
Feasting with Ocado Retail
Ocado Retail
Agency: Hearts & Science and Guardian News & Media
In a year-long media first, Ocado Retail partnered with the Guardian to publish a fully shoppable recipe magazine with QR codes on every recipe in Feast taking readers from page to online basket - and launched a brand new hit podcast: Comfort Eating with Grace Dent.
Helping a Nation Grieve
Reach, Carat UK, The Story Lab & Co-op Funeralcare
Agency: Reach Solutions
In 2021 Co-op, Reach Plc, Carat and The Story Lab came together to help the Nation grieve in a Pandemic. We saw a nation struggling with their grief in lockdown, with so many having to grieve alone. Plus, with ever-changing Covid regulations, the focus of the campaign would need to be adaptable to the restrictions people were dealing w...
The Funday Times
News UK & Google
Agency: OMD UK
News UK's partnership with Google (£400k net) delivered on creativity and generated a mass of industry buzz. From a creative standpoint, the campaign was very exciting: we pitched to bring back four Funday Times special editions to encourage families to get out and discover their summer, with help from a range of free Google features (...
Media Partnerships: Budget under £250K
Media Partnerships: Budget over £250K
100 teachers, 100 passions, 100 ways to shape lives
Department for Education
Agency: Hearts & Science and Guardian News & Media
As anyone who experienced the ups and downs of homeschooling during lockdown will tell you (it was a lot!), it's never been more important to inspire the next generation to consider teaching as a career. The Guardian Labs and 4Studio partnered with the Department for Education to tell the stories of 100 diverse teachers across the coun...
Feasting with Ocado Retail
Ocado Retail
Agency: Hearts & Science and Guardian News & Media
In a year-long media first, Ocado Retail partnered with the Guardian to publish a fully shoppable recipe magazine with QR codes on every recipe in Feast taking readers from page to online basket - and launched a brand new hit podcast: Comfort Eating with Grace Dent.
Generation Change
The Open University
Agency: Havas Media
The Open University have an ongoing issue around credibility amongst 18-28 year old’s. To appeal to this audience, we needed to unpack the OU offering and benefits to improve understanding and drive consideration. Leveraging the increased feeling of future uncertainty amongst young people we created a hugely impactful content series in...
giffgaff gives back
giffgaff
Agency: Havas Media
There’s a problem in the category. Competitors spend millions advertising newer devices people don’t need on tariffs they never fully use. People have succumbed to these conventions and lack awareness of the alternative. To effectively raise brand awareness, Havas set out their strategy to ‘connect people for good’, harnessing the bran...
Highlife
Google x Channel 4
Agency: OMD UK
The Google Pixel phone features the world’s most inclusive camera, more accurately highlighting the nuances of diverse skin tones than its competitors. We spotted an opportunity to showcase this progressive feature by partnering with Channel 4 and their Black to Front season, championing Black talent both in front of and behind the cam...
Insight & Innovation Categories
Best Use of Insight
Getting the Gender Pension Gap Debated in Parliament
Lloyds Banking Group/Scottish Widows
Agency: MediaCom
The Scottish Widows brand is salient on account of its famous icon and advertising. Its purpose however, championing women in retirement, had received much less attention than their famous widow icon.In 2021 we changed all this. We took a single insight - a £100k shortfall in women’s pension savings in comparison to men - and used this...
Sticking two fingers up at tampon discomfort
Tampax
Agency: Starcom/PG One
By focusing on the core insight that instructions were a barrier to usage, we took a different approach and turned Tampax instructions into thumb-stopping content. In doing so we grew consideration, positive brand sentiment and trial among young women and, even more importantly, we helped women feel more confident about using Tampax
Creative Idea: Budget under £250K
Creative Idea: Budget over £250K
Feasting with Ocado Retail
Ocado Retail
Agency: Hearts & Science and Guardian News & Media
In a year-long media first, Ocado Retail partnered with the Guardian to publish a fully shoppable recipe magazine with QR codes on every recipe in Feast taking readers from page to online basket - and launched a brand new hit podcast: Comfort Eating with Grace Dent.
Unexpected Guest takes over the Metaverse
John Lewis
Agency: MG OMD
This year, we showed how a similar brief with similar creative, doesn't need to result in a similar media approach. For the 2021, much anticipated John Lewis Christmas campaign, we took a 90” TV asset and stretched it into the physical, digital and virtual worlds of our audiences. Through the use of an entirely new channel for them and...
Product Innovation - Media Agency
MediaCom's Carbon Calculator
MediaCom
Agency: MediaCom
The biggest challenge our future faces is climate change. We all have a role to play in tackling it, including the media industry. There are carbon emissions associated with every media impression delivered, which we must work together to reduce. As a first step at MediaCom, we developed the industry-first Carbon Calculator to measure ...
Real-time econometric creative decisioning
Imodium
Agency: UM
This has been a particularly challenging time for the Anti Diarrhoea (AD) category. Lockdowns have resulted in millions suddenly changing their food consumption habits, travel plans & finding other ways to manage their conditions. Being at home where conditions are more manageable, ultimately caused a fall in sales for Imodium. As COVI...
Search Auto Script
Specsavers
Agency: MG OMD
The search strategy for Specsavers has always been to ‘dominate brand,’ which maximises impression share across the pure-brand term, [Specsavers]’. This ensures we remain visible to prospects showing intent and protects our brand real-estate when competitors are present. But as the leading Optician on the high-street this wasn’t cheap,...
Product Innovation - Media Owner
Metro distributes first ever braille cover of a newspaper
Mail Metro Media for RNIB / John Ayling & Associates
Agency: Mail Metro Media
On International Day of Disabled People in December 2021, Metro teamed up with the Royal National Institute of Blind people to deliver the UK’s first ever braille front cover of a national newspaper. 15,000 copies of the special edition paper were distributed in commuter hubs in London that morning, enabling blind and partially sighted...
Ozone Ad Manager Insights - Powering Real World Consumer Understanding
The Ozone Project and Goodstuff
Agency: Ozone
"Smart interpretation of real-world consumer behaviour is fundamental to the planning, activation and effectiveness of digital advertising. Ozone Ad Manager Insights (OAMI) is a product innovation - developed with agency-led guidance from Goodstuff - that makes it simple for our customers to apply our unique real-world, cross publisher...
Web Attribution: Attributing the true picture of TV Advertising
Sky Mobile and 200+ others
Agency: Sky
With ecommerce growing faster than ever and well-established second screening behaviour, everyone believes TV can drive web traffic, but we wanted to prove it. With our partner TV Squared, we built an award-winning deterministic solution that combines a brand’s web traffic with Sky’s viewing data on any viewing platform to examine the ...
Total Communications Campaign
Channel 4 & Allies Represent Black To Front
Channel 4 & Allies
Agency: Channel 4
In the Summer of 2020 two things dominated the headlines. Covid-19 & Black Lives Matter. At Channel 4 we were born to represent, challenge and re-invent & at that moment we asked ourselves one question. Were we doing enough to improve the long-term representation of the Black community in the TV industry? The answer to that question wa...
Christmas 2021
John Lewis
Agency: MG OMD
Each year, John Lewis creates the most sought-after advertising campaign in the UK; a cultural moment the UK seek out in their millions. Every year we raise the stakes and every year after we need to do this once more. This year, we showed how a similar brief with similar creative, doesn't need to be a run of the mill campaign. In 2021...
England 'Til We Dine
Deliveroo
Agency: Initiative
In June 2021, the wait for UEFA 2020 Euro Championships was over. With all eyes on the tournament, and Deliveroo as the official sponsor of the England Team, it was the perfect opportunity to embed ourselves in football culture. However, with our main competitor sponsoring the entire tournament, our strategy required more than names on...
RNIB Letter from Santa: Ensuring every child is included in the magic of Christmas
RNIB (Royal National Institute of Blind people)
Agency: John Ayling & Associates
RNIB (Royal National Institute of Blind people), the UK’s leading sight loss charity, wants to make the world a more accessible place for those with sight loss. RNIB’s Letter from Santa service delivers his letters – in formats like braille and audio - to children with visual impairment from Santa to share the magic of the festive seas...
To Firsts That Last
Kopparberg
Agency: Goodstuff
Finding further share growth as a category leader is hard at the best of times, but it’s even harder when pubs and summer events are closed, your core fruit cider market is declining, and your 18-24 audience is drinking less than ever before.To answer these challenges, we built a campaign that celebrated the joy of first experiences. C...
International
Best International Strategy
Best of the Best Categories
Agency Team of the Year - Innovation
OmniGov
Agency: MG OMD
After one of the most demanding years in history for HM Government communications, MG’s OmniGov team started 2021 with extensive learnings from a turbulent 2020. With these learnings in place, our energies and focus could be concentrated on delivering great work and outcomes that would make the biggest difference to the public when the...
Commercial Team of the Year - Innovation
Clear Channel UK
Agency: Clear Channel UK
At Clear Channel, we don’t rest on our laurels. Having become the Out of Home market leader in 2020, we used our unique position to drive the renaissance of our medium in 2021. In doing so, we unified our sector by helping brands, communities, and our channel rise together like never before. In another challenging year, we reached new ...
Independent Commercial Team
Agency: Independent Digital News and Media
“We always felt that The Independent was somewhat of a sleeping giant. We're not a sleeping giant anymore. We're just a giant,” Andrew Morley, CRO, The Independent.Against a backdrop of hugely challenging circumstances, 2021, our 35th birthday year, saw the news brand not only survive, but thrive; growing revenues by 41% and growing op...
Mail Metro Media
Agency: Mail Metro Media
A clear strategy and growing portfolio, putting data at the heart of planning and launching industry-leading research, have all contributed to a hugely successful year for Mail Metro Media. We have diversified our ideas and talent, championed equality and inclusion in the industry, supported small businesses and pushed boundaries with ...
