Product Sector Categories
Alcoholic Drinks
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...
CARLING AND CALM GET TOGETHER TO SAVE LIVES IN LOCKDOWN
Carling and CALM
Agency: Zenith
Carling teamed up with CALM during lockdown, and inspired 48,103 more people to seek support in lockdown
From Out-Out Evenings to Laidback Afternoons
Jack Daniel's (Tennessee Apple)
Agency: Spark Foundry
When Mr. Jack Daniel's Tennessee Apple launched in 2020, the whiskey legend found himself competing in a category ruled by flavoured gins. Attempts to crack the flavoured spirits category had seen the swift delisting of other flavoured whisky brands, so with a budget half the size of the category leader, we knew we had our work cut out...
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...
Automotive
Jeep Vs Tank: How we Reframed the Battleground to Win the War
Fiat Chrysler Automobiles
Agency: Starcom
We turned a competitor launch into a huge opportunity by identifying their weakness, and quickly demonstrating Wrangler's superiority in the most extreme way. Changing the battleground allowed us to ride on our competitor's publicity to drive our own record sales, in a market destroyed by Covid.
Banks & Financial Services
NATWEST: WHY PAY WHEN YOU DON’T HAVE TO?
NatWest
Agency: Zenith
Banks are hooked on buying their own name in search to drive acquisitions. Through our pioneering data product OneSearch, we saved NatWest 2m on PPC - budget that has been reinvested to deliver 27% sales growth.
Addressing the No Fixed Address problem
HSBC UK
Agency: PHD and Wunderman Thompson UK
Using creative media to grab attention and raise awareness of a consequence of homelessness that most people aren't aware of.
Corporate & Utilities
Calling NHS Workers
EE and Saatchi&Saatchi
Agency: Essence
Staying connected has become increasingly more important as we navigate these uncertain times. And as the UK's No.1 network, EE wanted to show our gratitude to the NHS (National Health Service) - the backbone of the UK - and do something meaningful to help.In April 2020, at the peak of the crisis, NHS frontline workers were bravely hea...
THREE: GETTING A BIGGER BITE OF THE APPLE LAUNCH
Three
Agency: Zenith
We flipped accepted telco media behaviour across both time and place…and tripled Three’s share of iPhone sales
Getting Londoners to see Red
Vodafone
Agency: Carat
The iPhone launch is single most important date in the telco diary. 2020 threw many challenges Vodafone's way, but incidentally for the launch of the new iPhone 12 ,COVID wasn't one. Embargoed communications of the new handset by Telcos (imposed by Apple) and a lack of understanding amongst the target audience of the new handsets main ...
Charity
Fashion & Beauty
Hair Power: Me and My Afro
Dove & Unilever Entertainment
Agency: Channel 4
Together with Dove & Unilever Entertainment, we created a ground-breaking AFP 'Me & My Afro' , a stunning, taboo-busting documentary which drove impact, encouraged action, and educated people about Black Hair.
REWRITING THE FRAGRANCE RULEBOOK TO BE THE LAUNCH OF 2020
Marc Jacobs
Agency: Zenith
In a COVID world, we subverted the rules of the beauty category and brought joy to this launch, making it the biggest selling new fragrance of the yea
The Scent of Victory
Paco Rabanne Invictus
Agency: Starcom
This Christmas we cracked the challenge of making Paco Rabanne Invictus relevant to young men. We broke with the traditional fragrance advertising mode and dominated in-game winning moments instead. It worked; while our audience may have won the video games, Paco Rabanne won the season with its most successful ever Christmas.
Food, Drink & Household
Toast & Jam
Yorkshire Tea
Agency: Goodstuff
Making curious brews are Yorkshire Tea's bread and butter or should we say Toast & Jam? The number one tea brand in the UK launched a controversial new flavour into its Special Brews range and kept the naysayers on our side by heroing their damning reviews as ads to drive buzz and trial. Cue a hilarious race to get the funniest tweets ...
Healthcare
TENA: GOING PERMANENTLY PUBLIC TO END SHAME
TENA
Agency: Zenith
We forced conversation in public media to normalise incontinence and change perceptions of TENA. A whopping 75% of our audience went on to purchase
Be The Difference
HM Government - NHS Blood and Transplant
Agency: Manning Gottlieb OMD
Tasked with the quick recruitment of men to donate something they would barely have heard about prior to the Covid-19 pandemic. We partnered with Sky Sports to develop the ultimate half-time team talk that prompted an extraordinary response.
Life-saving reunions: How LADbible Group increased applications for NHS roles in the midst of a pandemic
Department of Health & Social Care (NHS England)
Agency: LADbible Group
Despite being a much-loved institution, the DHSC struggles to recruit young people into NHS roles. So they tasked LADbible Group with helping young people see NHS careers as being a good option for them.
Media & Entertainment
The Launch of PlayStation 5
PlayStation UK
Agency: MediaCom in collaboration with TfL, Red Consultancy and Diva Agency
The launch of PS5 was a critical moment in UK gaming. Winning against Xbox would almost certainly mean winning the next generation of gaming.With lockdown presenting numerous challenges, our campaign included spectacular activations such as adapting the iconic Oxford Circus Underground signs to the PlayStation shapes, and the staff of ...
I May Destroy You
BBC
Agency: Havas Media Group
With youth leaving the BBC in droves, we were faced with challenges on two fronts: address faltering consideration amongst under-35s, whilst communicating the sexual themes of I May Destroy You in an authentic and meaningful way.The #MeToo movement has placed the topic of sexual consent high on the agenda for youth. However with dispar...
Public Sector
In Loving Memory
Co-op Funeralcare
Agency: Carat
The Co-op are a brand that has always been there to help the community. Covid-19 led to a horrible increase in mortality rates and social distancing measures meant that funeral services were postponed or run at limited capacity.At this moment the UK were looking for a way to grieve. Co-op Funeralcare were there to help at this most dir...
Retail - Online & Offline
Sunday Night Switch Off
eve sleep
Agency: Goodstuff with Channel 4
Sunday is statistically our worst day of the week for getting a good night's sleep, and, unfortunately, media is part of the problem; blue light from screens interrupt the body's release of the sleep hormone melatonin, so screen time at night can trick the brain into staying awake.To stand out by standing for sleep wellness, we partner...
Travel & Leisure
Getting SWR (and local businesses) back on track
South Western Railway
Agency: the7stars
Following strikes, travel restrictions and cancelled campaigns, South Western Railway needed a new approach to reverse their record low NPS scores.We flipped years of promoting end destinations on its head by supporting the local businesses on audiences' doorsteps which had suffered months of closures.First helping others get back on t...
Harnessing the Power of Heroes
Rail Delivery Group
Agency: Spark Foundry
To honour our armed forces in the lead up to Armistice week, RDG launched the Veterans Railcard.But Veterans aren't like anyone else, so we recruited two of their own to help make a bang - Sir Captain Tom, and Dame Kelly Holmes. Through a variety of interviews and releases, we delved into their experiences in the military to connect wi...
Data & CRM Categories
The CRM & Media Award
The Personalised Program Guide
Goodstuff
Agency: Goodstuff
The 'ITV Hub' (Hub) had a mountain to climb in the war for attention spans against competitors such as Netflix and Amazon; which were destinations for discovery compared to Hub, which as predominantly for catch-up, meaning ITV was missing out on the growing share of on-demand viewing.Beating the streaming giants at their own game - our...
The Data & Creativity Award
All 4 Dynamic Audio & NOW TV
NOW TV
Agency: Channel 4 and Mediacom
COVID Booking
Specsavers
Agency: Manning Gottlieb OMD
First-party data is powerful, but not always accessible and even when it is, executing outside of online channels is often impossible.We worked with Specsavers to unlock data from their store EPOS systems so we could push a feed of eye test availability into our Digital Out of Home (DOOH) advertising, telling customers if their nearest...
Content Categories
Best Use of Experiential
PlayStation 5 Launch - TFL Takeover
PlayStation UK
Agency: MediaCom in collaboration with TfL, Red Consultancy and Diva Agency
2020 was a tough year for experiential. But for the release of PlayStation 5, we knew that if we made our experiential launch stunt truly spectacular, it would be seen by millions.And so, despite the UK's second lockdown hitting, we achieved something remarkable. While footfall may have been lower than planned, our iconic Oxford Circus...
Best Social Strategy
McDonald's Appy Days
McDonald's
Agency: OMD UK
January is one of the busiest months of the year for McDonald’s and presented a unique opportunity to promote the My McDonald’s App with an offer a day for three weeks on the month.While January is busy for McDonald’s, it also plays host to the most depressing day in the year for consumers, the dreaded “Blue Monday” – thanks January 18...
Branded Content
CALM AND CARLING PARTNER TO SAVE LIVES IN LOCKDOWN
Carling and CALM
Agency: Zenith
CALM and Carling made life-saving content in lockdown, and inspired 48,103 more individuals to seek support
Content Strategy
Colour Picker
Dulux
Agency: MediaCom
All Together
UK Government
Agency: Team Nation (Newspaper industry & OmniGOV)
On 9 April 2020, Team Nation a first-ever alliance between rival news industry publishers and OmniGOV was born to help the government amplify critical coronavirus messaging to the nation.Just seven days later the largest news brand content partnership the UK has ever seen was launched.More than 600 national and local newspapers wrapped...
Concrete Green with Loyle Carner
Timberland UK
Agency: PHD
How a footwear icon put branded content the centre of its media strategy during the most important sales period of the year.
Media Partnerships: Budget under £250K
BHF 24 Hours in A&E: Heart Special
The British Heart Foundation
Agency: PHD
How we partnered with one of Channel 4's most popular shows with a specially-created episode that brought to life the life-saving difference the BHF's research makes.
Heart Toddler Trax with Organix
Organix and Global
Agency: VCCP and The Fourth Angel
Did you know a toddler's palate is different to an adults? Put simply, a child's tastes are literally different to those of a grown-up.Organix use the same ingredients in their food as adults food but adapt it to the tastes of toddlers. Could this approach be applied to music to bring to life Organix brand positioning of nobody underst...
Media Partnerships: Budget over £250K
In Loving Memory
Co-op Funeralcare
Agency: Reach Solutions with Carat and The Story Lab
In Loving Memory was a collaborative campaign between Co-op, Reach Plc, Carat and The Story Lab which aimed to support and commemorate loved ones who were lost during lockdown.As champions of the community these brands came together to create a campaign that provided important support, guidance and clarity, and presented a beautiful an...
Sunday Night Switch Off
eve sleep
Agency: Goodstuff with Channel 4
Sunday is statistically our worst day of the week for getting a good night's sleep. Unfortunately, media is part of the problem; blue light from screens interrupt the body's release of the sleep hormone melatonin, so screen time at night can trick the brain into staying awake.To stand out by standing for sleep wellness we partnered wit...
Insight & Innovation Categories
Best Use of Insight
Frontline Spotify for Dogs
Boehringer Ingelheim
Agency: OMD UK
The pandemic lockdown presented an unexpected opportunity for Frontline flea treatment: looking for an answer to lockdown loneliness, so many people were getting new dogs that charities were running out. Our research highlighted that these adopters were typically younger (25-35) than the usual 45+ Frontline target, and as inexperienced...
Lighting The Dark Hours
Samaritans
Agency: Goodstuff
Night time may be the loneliest time of day, but for men at-risk with their mental health, it can be the deadliest, as sleep disturbances are associated with a threefold increase in completed suicides and suicides are four times more likely to occur at night.Despite these harrowing facts, male call volumes to Samaritans historically de...
Re-educating Google
Mermaids
Agency: RAPP UK
A transgender child is twice as likely to contemplate suicide if their parents don't accept them when they come out. But most parents aren't equipped to handle this life-changing moment, so they turn to Google for advice where the algorithm serves up inaccurate, transphobic content.So Mermaids found a way to turn Google from a hateful ...
Creative Idea: Budget under £250K
Toast & Jam
Yorkshire Tea
Agency: Goodstuff
Making curious brews are Yorkshire Tea's bread and butter or should we say Toast & Jam? The number one tea brand in the UK launched a controversial new flavour into its Special Brews range and kept the naysayers on our side by heroing their damning reviews as ads to drive buzz and trial. Cue a hilarious race to get the funniest tweets ...
Heart Toddler Trax
Organix and Global
Agency: VCCP and The Fourth Angel
Did you know a toddler's palate is different to an adults? Put simply, a child's tastes are literally different to those of a grown-up.Organix use the same ingredients in their food as adults food but adapt it to the tastes of toddlers. Could this approach be applied to music to bring to life Organix brand positioning of nobody underst...
Creative Idea: Budget over £250K
MG OMD - Capacity
Specsavers and LNER
Agency: Manning Gottlieb OMD
Faced with a huge potential loss of income due to capacity volatility, MG OMD created a cloud based engine that automatically updated media based on availability capacity using first-party data.
Product Innovation - Media Agency
The app for that: Levelling up charities
AdMonitor and Anything is Possible
Today, being a great media agency means being a great tech agency too. AdMonitor is a standalone app developed by Anything is Possible to level up charities with digital marketing.The upheavals of 2020 pushed charity fundraising activities online, where they can struggle to stand out against big corporates with deep pocketsThe Google A...
Product Innovation - Media Owner
InYourArea - How we built the 3rd most downloaded news app in a pandemic year
Agency: Reach Solutions
InYourArea - How we built the 3rd most downloaded news app in a pandemic yearINYOURAREA - HOW WE BUILT THE 3RD MOST DOWNLOADED NEWS APP IN A PANDEMIC YEARREACH SOLUTIONSIn a year in which life became very, very local, consuming hyper-local news and keeping up-to-date with your community became critical. InYourArea became the go-to dest...
BRANDM4TCH
Agency: Channel 4 with Infosum and Mediarithmics
What happens when advertisers stop playing 'Guess Who' and start targeting known customers in a broadcaster environment? For the first time ever, advertisers are able to match their own first party data with our 24m registered users in a quick, safe and compliant manner.We invited a number of brands take part in a trial to test the eff...
Total Communications Campaign
Laundry Against Landfill
Ecover
Agency: Goodstuff
Over 1,000 items of clothing go into landfill every 30 seconds in the UK alone, making the fashion industry a bigger carbon emissions polluter than aviation and shipping combined. If we extended the life of our clothes by just nine more months, we could reduce carbon emissions and water waste by as much as 30%, which is why Ecover deve...
International
Best International Strategy
Unstoppable Growth
Systane / Alcon
Agency: Starcom
Through becoming the only eye drop brand to ruthlessly focus on relieving dry eye disease exacerbated by long periods of screen time, Alcon drove unprecedented sales growth across eight markets across EMEA and Asia, moving Systane from a brand whose growth was lagging behind that of the category to one that exceeded it more than any ot...
Using technology to address the balance between brand and performance communications and re-invigorate the Western Union brand in 90 markets.
Western Union
Agency: Mediahub
Western Union (WU), global #1 in money transfer faces aggressive disruptors attracting the digital modern money mover customer that WU also needs to ensure its future.WU's overreliance on performance media had begun to hit the point of diminishing returns, and had begun to erode brand equity.
Best of the Best Categories
Agency Team of the Year
OMD UK Connections Planning Team
Last year, OMD UK's Connections Planning (CP) team was shortlisted for Team of the Year at Campaign's Media Awards, confirming to the industry what OMD UK already knew; that our CP team is one of the best in the media world.Sitting at the core of OMD UK, the 40-strong team helps clients understand and capitalise on the flow of audience...
Commercial Team of the Year
Clear Channel UK Commercial Team
Clear Channel: Stretched, Pulled & Pushed: Leading Change in 2020In 2020, Clear Channel transformed from challenger to market leader in Out of Home (OOH); shaping the narrative, helping brands navigate the pandemic, and delivering commercial success.Our Platform for Brands commitment to investing in data, audience insight, and technolo...
Campaign Media Awards 2021 - Campaign of the Year
#StandAgainstRacism
Sainsburys and 8 other major supermarket brands
Agency: Channel 4
We persuaded the UK's supermarkets to set aside fierce rivalries at the most commercially critical time of the year to unite in solidarity to # StandAgainstRacism
