OUR 2024 WINNERS
PRODUCT SECTOR
Alcoholic Drinks
Grab a Drink and Sit Down, the Casillero Sponsorship Story is (re)Starting...
Sky Media, Spark Foundry and SPP Media
Client: Casillero del Diablo
Concha y Toro’s partnership with Movies on Sky for the Casillero del Diablo brand has set the gold standard for long-term sponsorship campaigns, now celebrating a remarkable decade-long journey. Launching in 2015, this collaboration has proven not only its longevity but its ability to strategically adapt and evolve, creatively and comm...
INCH’S – GOING THE EXTRA INCH’S ON TASTE AND SUSTAINABLE MEDIA
DENTSU REDSTAR, Otherway, Mesh Marketing, Whalar
Client: HEINEKEN
In 2021, the cider category was in crisis. Sales were declining and younger drinkers were simply choosing other alcoholic beverages instead. To help return the category to growth and reverse souring sales, Heineken launched Inch’s as the UK’s most sustainable cider. In 2023, to continue Inch’s steep growth trajectory and hit large sal...
Lovely Day for a Guinness
LADbible Group x PHD
Client: Guinness
Securing the future of Greene King Brewery
Total Media
Client: Greene King
Greene King created Level Head & Flint Eye, two brand new craft beers, in an effort to bring in new audiences, change dated perceptions of the historic 225-year-old brewery and crucially, secure the long-term future of the business beyond their heartland ale market, which is in long-term decline. However, their original plan to target...
The Great Whisky Amnesty
Spark Foundry UK / Buzzfeed
Client: Benriach
This campaign revolutionised whisky gifting, tackling £1.2bn wasted on mismatched gifts whilst boosting Benriach's market share. Partnering with Buzzfeed, Spark Foundry and Benriach launched the UK's first whisky amnesty, through captivating social media animations, influencer marketing and a 'Grand Exchange' where Benriach invited peo...
Automotive
Defender at the Rugby World Cup
Hearts & Science
Client: Jaguar Land Rover / Defender
Jaguar Land Rover’s ‘Defender’ embraces the impossible; a modern-day hero that respects the past while anticipating the future. To help Defender establish itself as a standalone brand, they partnered with The Rugby World Cup 2023 to increase brand perceptions and boost sales. The partnership was used as a platform to not only build...
eBay: Bangers: Mad for Cars
EssenceMediacom UK
Client: eBay
To help promote eBay Parts and Accessories, we wanted to tap into modern car culture. One that reflected the diverse nature of British car fans, representing the intersection of cars with other forms of UK culture. And of course, empowering people to fix them themselves with eBay. Introducing ‘Bangers: Mad for Cars’ – a celebration...
Make Your Mark
Oracle Red Bull Racing
Oracle Red Bull Racing gave three fans the opportunity of a lifetime – to design their sacred car livery for the three United States Grand Prix in 2023. Not only that, the winner of each competition with a plus-one would be taken to the respective Grand Prix with their flights and accommodation all provided, as well as money-can’t-buy ...
MOTORS with Radio X
Global & EssenceMediacom
Client: MOTORS
A year-long partnership between MOTORS and The Chris Moyles Show on Radio X saw Chris, his co-presenters and the shows team of producers working with MOTORS to devise, create and deliver a year’s worth of engaging promotions and content that kept MOTORS messaging fresh and relevant across the year.Regular features that celebrated the...
Peugeot x TikTok 'AlwaysIN'
Starcom & TikTok
Client: Stellantis: Peugeot
With a stunning new range of cars and refreshed brand positioning, Peugeot was gearing up to win in the EV world. But there was a bump in the road. In the eyes of many buyers, the view of the brand didn’t match this new reality. To address this, we eschewed the traditions of car marketing and selected TikTok as our lead channel for bui...
Fashion & Beauty
No Average Jack
LADbible Group x the7stars
Client: Jacamo
ebay - ‘The World of Vogue on eBay’
EssenceMediacom UK and British Vogue
Client: eBay
Luxury fashion has a sustainability problem. eBay, home to millions of pre-owned, rare and vintage luxury items, wanted to change this. In reality, many luxury fashion items never go out of style. We wanted to show that the luxury fashion you need already exists - and that you can find it on eBay. To do this we partn...
How Rimmel Thrill Seeker slayed the mascara launch of the year
Zenith UK
Client: Rimmel X Snap
In mainstream beauty, mascara launches are the combat zone. We dramatized Thrillseeker Pitch Black in a way not done before and made it third biggest mascara in the country in its first year.
L'Oreal - YOU Look Great
EssenceMediacomX
Client: L'Oreal
The whole beauty industry is obsessed with targeting teens and has overlooked older women despite their spending power. We spotted an opportunity to bring millions of lapsed 55 + female shoppers back into L’Oréal Paris. We would bring them back to the brand by understanding them and appreciating their unique style. Research revealed ...
No7 Future in You
EssenceMediacom UK and The Pharm
Client: No7
No7 has been a pioneer in skincare innovation for decades now, but growth had stagnated in recent years. In the background, though, No7 had been working with scientists on a breakthrough formulation proven to reverse visible signs of skin damage. Our launch campaign for Future Renew was built around the secret of the science. In the...
Save Our Queer Spaces
Starcom
Client: Puig: Jean Paul Gaultier
Jean Paul Gaultier's "Save Our Queer Spaces" campaign masterfully reinvigorated its allure among Generation Z while championing LGBTQIA+ causes. Harnessing a powerful and urgent insight into the impact of gentrification on safe queer spaces, we collaborated with i-D to shine a spotlight on the fight to preserve these spaces. With celeb...
Banks & Financial Services
LLOYDS INVEST IN BLACK BUSINESS, AND CREATE TRUE EQUALITY OF OPPORTUNITY
Zenith UK X Channel 4
Client: Lloyds Bank
Lots of brands talk a good game about D&I initiatives, but very few invest their own time and money into actively bringing about greater participation. Still fewer intervene to directly change the make-up of their customers. Lloyds B2B did just this and made every other bank’s D&I efforts look token.
'THE GENERATION EFFECT': HOW TO DRIVE MILLIONS IN INCREMENTAL REVENUE
Zenith
Client: Aviva X ITV
Aviva had an ‘empty awareness’ issue. We created unique, contextually relevant puzzle content across newsbrands and ITV to remind people of the satisfaction of solving a financial challenge. We created brand meaning and drove millions in incremental product lifetime value.
Amex Gold 'Unsigned'
UM London
Client: American Express / Gold Card
The live music scene is on its knees. Amex, which has long-standing associations with music through festival sponsorship and rewarding their Gold Card Members with exclusive access to music events. Our core target audience of ‘New Trend Lovers’, obsession with music is evolving. We learned that 77% love discovering new music and are mo...
SCOTTISH WIDOWS’ PENSION GAP CONFRONTS RISHI SUNAK
Zenith UK
Client: Scottish Widows
We set out to ‘become the news’ on the toughest day of the year to cut through: International Women’s Day. In doing so, we confronted Rishi Sunak in the House of Commons.
The Most Disastrous Campaign Ever
Total Media
Client: Hiscox
Hiscox underwent a strategic shift, moving its budget away from brand advertising and towards lower-funnel acquisition comms. While this move initially supported short-term sales, it came at the expense of long-term brand building. The consequences were far-reaching, impacting internal morale and leading to three years of declining bra...
True Character
Initiative
Client: Coutts Bank
‘Real Success Takes True Character’…The launch of the the most narrowcast broadcast brand campaign in the banks 300-year history. We ripped up the planning rule book to deliver a campaign reaching the ultra-high net worth, just 0.1% population. Through the creative use of data based on success signals vs demographic, we uncovered a new...
Food, Drink & Household
VANISH: ME, MY AUTISM AND I How a big idea made purpose truly relevant
Zenith UK
Client: Vanish
We uncovered how important clothes are to young autistic girls, but had no budget. So we created a campaign out of nothing, drove awareness of autism and improved perceptions of Vanish.
#McNuggetWorthy
OMD UK with LADbible, Leo Burnett, Red Consultancy & Oliver
Client: McDonald's
In 2023 McDonald’s original recipe Chicken McNuggets turned 40 – yet they were being overlooked in favour of newer alternatives and a certain Kentucky Fried rival. It was time to re-claim their place in the hearts, minds and stomachs of Gen Z chicken lovers. To do it, we incited the great debate: what makes someone worthy of sharin...
How Ka drinks grew brand value by putting community first
the7stars
Client: KA Drinks
KA is a Caribbean inspired soft drink that has been a corner shop staple for urban communities. In fact, if you belong to the Caribbean community, chances are that KA is a household favourite. But to drive growth, KA needed to widen appeal and to take on some of the most famous brands in the world. We created ‘Be the Noise’, a c...
Putting the "Sin" into Cinema
Goodstuff x Pearl & Dean
Client: Gü Desserts
To reverse declining penetration, we needed the nation to see Gü as an everyday indulgence rather than a special occasion dessert. We found our moment in a post-7pm moment, where the combination of sofa, screens, and switching off signals an impulse to eat something for indulgence, rather than hunger. Our idea was to move Gü from ...
Thinking outside the carton
PHD & The Times
Client: Oatly
Tips for First Timers
Mindshare
Client: Marmite
Recruiting a new generation of Marmite lovers. Marmite, a once-popular spread in British households, faced a declining category, falling market share and lower penetration. Shockingly, 43% of 18 to 24 year olds, neither hate nor love Marmite, in fact they had never even tasted it (YouGov). Drastic action was needed to turn this round a...
Travel & Leisure
All Aboard The Game Train
Spark Foundry UK / Venatus
Client: Rail Delivery Group
Audaciously transforming the 16-25 Railcard into a vibrant essential for university students, Spark Foundry leveraged gaming insights to design an immersive, non-intrusive train line for Rail Delivery Group in the Roblox universe. Targeting the digitally native demographic, our innovative digital train service, complete with branded el...
Bonjour, Hallo, Ciao, Ola, Kon'nichiwa!
Wavemaker UK, GroupM OOH, DOOH.com, JCD Airport
Client: Transport for London - Elizabeth Line
HOW CUNARD USED AUDIO TO RECREATE THE MEDITATIVE EXPERIENCE OF BEING OUT AT SEA
the7stars
Client: Cunard
We knew memories of a lifetime were made on board Cunard's iconic ships, we had to make sure they didn’t stay there. We would capture what was distinctive and unforgettable about Cunard: how the experience makes a person feel. We devised ‘Soundwaves’, an in-depth series of interviews recorded on Cunard’s ships. Unrehearsed vocal te...
Magic On the Beach
Goodstuff and Bauer
Client: On The Beach
Summer is when On the Beach’s (OtB) brand consideration suffers the most, as, unlike our competitors, Jet2, TUI, and easyJet, OtB does not have assets such as planes, check-in desks, or resort reps. Additionally, these competitors outspend Otb by an average of 85%. Against a cost-of-living crisis and holiday-cutting backdrop, we nee...
Stand Up Road Trip
OMD UK with Channel 4
Client: Tourism Ireland
Dublin is a great craic. Our audience loves a weekend city break just over the Irish Sea. But beyond the capital, they are less enthused. With a brand new commission form Tourism Ireland and Channel 4, we unearthed Ireland's hidden gems with a content series that celebrated the wit of the Gaelic. Fronted by comedians Suzi Ruffel and...
TUI World Cook
EssenceMediacom UK
Client: TUI
TUI is best known for its all-inclusive package holidays. But newer challengers were eating into TUI’s market share by promoting exploration and adventure - all increasingly important to modern holidaymakers. To shift perceptions, we needed to show how TUI has all the variety that these competitors offer. We discovered ...
Healthcare
NUROFEN: SEE MY PAIN Closing the gender pain gap
Zenith UK
Client: Nurofen
We uncovered an insight around the deep-rooted societal bias against women’s pain and turned this into a simple but powerful multi-channel campaign, delivering a market share increase in a declining market.
GIVING GAMERS THE POWER TO SKIP A SHOWER
iProspect x JOE Media
Client: Mitchum
With declining brand metrics and sales amongst the male demographic vs. the category, Mitchum needed to inject some fresh thinking to grow awareness and sales amongst this target demographic. This is a story of how Mitchum gave gamers the power to skip a shower – and broke a world record while doing it. To hit ambitious goals for M...
Allevia x Boots Media Group
Hearts & Science
Client: Sanofi / Allevia
In 2022, Hearts helped Sanofi launch Allevia, helping them claim market leader status in Superdrug and Boots and become the #1 most searched for in the category during hay fever season. To continue to grow as a brand and cement this position, we needed to deploy media pressure at the right moment, to the right people, increasing rel...
Boots Health MOT
EssenceMediacom UK, The Pharm and Reach
Client: Boots
The UK is facing challenging times for healthcare. So Boots, the UK's leading health retailer, launched a free health check service to support both customers and the NHS with the nation’s health. Boots partnered with Reach, a news brand with extensive regional reach and a diverse media mix. We ran personalised formats including ...
Every Menopause Matters
Carat UK x Holland & Barrett
Client: Holland & Barrett
Holland & Barrett has been championing awareness of Menopause with ground-breaking campaigns since 2019. Fast forward to 2023, when Every Menopause Matters set a new standard for brands addressing women's health issues. The campaign not only achieved the goal of driving awareness and breaking taboos; it went much deeper by fostering an...
How a media agency ended up building a hospital
Bountiful Cow
Client: Wellsoon
This is the story of how a company CEO’s vision to change private healthcare for the better ended up with the conception of a completely new brand. And all of it led by a media agency that doesn’t know where its boundaries are. In a category in desperate need of disruption where most brands swim in a sea of bluey-green sameness offeri...
Corporate & Utilities
Creating a Power Shift with E.ON Next
Starcom
Client: E.ON Next
E.ON Next were suffering from the constant barrage of negative news coverage of energy companies, despite supplying 100% renewable energy. Needing to improve brand perceptions and awareness they bravely went to their biggest critics to help turn the narrative around on E.ON Next. The partnered up with news brand The Independent to crea...
#PowerSwitch
The Independent and Starcom
Client: E.ON Next
E.ON Next partnered with The Independent to position the energy provider as a supplier of 100% renewable electricity and committed to inspiring and empowering the UK. The campaign was rooted in the thought that saving energy can not only positively affect the environment, but by working together, people can feel good about saving energ...
DP World: A seat at the table
Starcom
Client: DP World
With the world in a state of flux, the subject of trade is often last on the agenda. We changed this by challenging the ‘exclusive’ status quo of Davos and giving Business Decision Makers worldwide a seat at the table at the World Economical Forum. And by doing so, we grew awareness and understanding of DP World’s capabilities.
EE Game Store: A Masterclass in How to Win in Gaming
EssenceMediacomX
Client: BTG/EE
EE has identified gaming as a key area for growth. The problem is that gamers are resistant to letting new brands into their territory. To break through that resistance, we gave gamers everything they love: a challenge, a great gaming experience and the promise of free stuff! We set up an EE game store in an authentic gameplay setting ...
giffgaff - We're Up To Good
MG OMD
Client: giffgaff
This year, giffgaff has been celebrated for its work in more sustainable media planning but to drive growth of our business in such a competitive category, the campaigns we create must work hard. In Spring of 2023, we relaunched our brand, with the platform ‘We’re Up To Good’ and set out to do this not only with sustainable planning bu...
Sky Broadband - No Room for Abuse
EssenceMediacom UK, Sky Media and Guild
Client: Sky Broadband
Sky believes that everyone should be free to enjoy gaming. But 3/4 women under 25 experience abuse every day whilst gaming online. With Sky Broadband as the official sponsor of the Guild Esports team, we were determined to do something about it. We launched a brand-new immersive training room at The Sky Guild Gaming Centre in ...
The Greener Grid
Goodstuff
Client: OVO Energy
Changing the way people think about their energy usage through a world-first dynamic campaign that only activates at times when the National Grid is running on a higher proportion of renewable energy. Our Greener Grid innovation promoted OVO’s Power Move initiative by shifting the conversation from the cost of energy to when the most s...
Consumer Electronics
Samsung Big Screen comeback
Starcom
Client: Samsung
Samsung reignited their presence in the UK TV market by linking the emotional boost of watching high-quality content on larger screens to their QLED technology, differentiating from the negative connotations associated with small screen "doom scrolling." For the first time ever, Samsung allocated 100% of their consumer TV brand budget ...
Samsung And Fortnite: Into the Fold
Starcom
Client: Samsung
Samsung's "Into the Fold" campaign successfully bridged the gap between their innovative foldable phones and the elusive Gen Z gamers. Diving into the gaming arena, they crafted a Fortnite speedrun challenge that integrated the Galaxy Fold Z5's features into the gameplay, offering an immersive brand experience. Partnering with gaming i...
Samsung Appliances: From Tech to Trust
Starcom
Client: Samsung
Samsung redefined appliance marketing by shifting from price-led campaigns targeting distress purchases to creating personal consumer connections. Utilizing insights from Starcom's proprietary Intent Based Planning research, they focused on sponsoring and integrating products into the ever popular C4 TV show 'Sunday Brunch' which was d...
Samsung: Turning the Z Flip 5 Into a British Icon
Starcom
Client: Samsung
Samsung's Z Flip 5 campaign flipped the script on tech advertising by giving their foldable phone a dose of British charisma, mirroring the spirit of the iconic James Bond. During a Bond season on ITV, they launched a five-episode series featuring Fleur East and Jordan North who utilized the phone's unique features in a mission-critica...
Sky Glass X Channel 4 Come Dine With Me
EssenceMediacom UK and Sky
Client: Sky Glass
Sky Glass launched as a competitor to more established smart TVs in 2022, but faced a fight to displace LG and Samsung with Fire operating system as the choice of customers seeking built-in smart technology. To challenge for public awareness, we realised that pursuing first and last in ad break positions would burn through our budget f...
Retail - Online & Offline
How Not on the High Street increased Christmas sales by 6% (vs. a category average of -2.1%) by encouraging people to "Don't Gift"
Hearts & Science
Client: Not on the High Street
Not On The High Street is not the same as any other retailer - they stand against bland, rail against boring and never give in to giving the same. To combat the wastage annually witnessed around Christmas, they launched a campaign made up of a series of ‘acts’ not ads to create a media plan that was “not the same” as the Christmas...
An Ode to Lidl Bakery
OMD UK with Accenture Song & Coolr
Client: Lidl
Born out of a real-time social trend, our Lidl Bakery campaign kneaded its way into the hearts and minds of bakery lovers everywhere. With our dough-licious fans raving about us on social media, we bottled the love and sprinkled it across every touchpoint, giving customers a reason to post about Lidl once again. Making a lasting i...
ebay - ‘The World of Vogue on eBay’
EssenceMediacom UK and British Vogue
Client: eBay
Luxury fashion has a sustainability problem. eBay, home to millions of pre-owned, rare and vintage luxury items, wanted to change this. In reality, many luxury fashion items never go out of style. We wanted to show that the luxury fashion you need already exists - and that you can find it on eBay. To do this we partn...
SCREWFIX: HITTING OUR STRIDE WITH ‘SPRINT'
DENTSU X / fivebyfive
Client: SCREWFIX
This brief started like many others: ‘how do we optimise our advertising mix to increase ROI?’. It’s a logical start as Britain’s tradies are a no-nonsense bunch, and trade retailers almost always advertise their products & prices. In the industry, campaign optimisation is considered the best way for a retailer like Screwfix to grow. ...
Second Hand Style Up
Channel 4 / Mindshare
Client: Vinted
Through a dynamic partnership, we utilised both Channel 4 content and talent to inspire our audiences to buy and sell pre-loved fashion via Vinted, helping to save them money and the planet!
Media & Entertainment
Pink Sky Thinking
PHD
Client: Warner Bros.
Doctor Who 60th Anniversary Special – Saving A Cultural Icon
Havas Media
Client: BBC
Next Level: Talk To Me
Havas Entertainment
Client: Altitude
Paddy Power and the PDC World Darts championships
EssenceMediacom UK, Prostate Cancer UK, CSM and BBH
Client: Paddy Power
Pre-Christmas is a huge period for bookmakers, with seasonal football and racing commanding huge coverage. As a result, darts risks being crowded out, but Paddy Power embraced the odds and made a play to raise awareness of both their association with the World Darts Championship and do good by raising awareness of Prostate Cancer UK, t...
Partygate
OMD UK & Channel 4 with Talon, JACK, Meta, Mail Newspapers
Client: Channel 4
Partygate. We sacrificed, they partied. The country was outraged. Always provocative, Channel 4 commissioned a one-off factual drama to bring the wild nights at Downing Street to life. Our task was simple - get people to watch. Drawing inspiration from 90s rave culture, we invited the nation to OUR party using low-fi guerilla...
The launch of Married at First Sight Season 3
OMD UK with Talon
Client: Channel 4
Married at First Sight sits in a cluttered category, as dating shows compete for ratings and MAFS fights to sell the old-fashioned idea of love-at-first-sight marriage to a 16-34 audience. To land the show into popular culture we went against convention - which sees TV shows launch aggressively but briefly - instead creating an ongoin...
Public Sector & Charities
Change The Ending
Yonder Media
Client: Alzheimer's Research UK
Alzheimer’s Research UK tasked Yonder Media with raising awareness of the charity and its mission to find a cure. With many people accepting dementia as an inevitable part of ageing, we needed to disrupt this sense of apathy. Targeting affluent and comfortable mid-lifers, we ran a powerful, animated Disney-style creative to reveal ...
British Red Cross: Here For Humanity
Havas Media
Client: British Red Cross
Making the invisible reality of dementia, visible
Medialab
Client: Alzheimer's Society
Dementia is Britain's biggest killer. There's no cure. It's a hugely complex disease, impacting families and loved ones, the care system, and science. Alzheimer's Society is one of the few organisations capable of leading the fightback against dementia, but spontaneous awareness of them was low. To grow spontaneous awareness and make t...
Stand Up To Cancer – Roasting the ad-break
EssenceMediacom UK, Channel 4 and Stand Up to Cancer
Client: Cancer Research UK
‘SU2C Night’ launched an evening of entertainment on Channel 4, raising vital funds for Cancer Research UK. We needed to keep people watching the content but we realised the ad breaks risked stopping the charity drive momentum and pushing audience’s attention elsewhere. So, we turned the ad break into a comedy roast. We brought 5 big-h...
UN Women - Turning Hard Cash into Hard Donations
EssenceMediacomX
Client: UN Women
On 6th February, a magnitude 7.8 earthquake hit Türkiye and Syria. Over 55,000 people lost their lives, and we needed to help. We wanted to find a solution that delivered on two levels: Identify a charity partner that could enable donations and a platform that could bring our plea to the most receptive audience. UN Women was already...
Data & CRM
The Data & Creativity Award
Uber Eats : Iftar Incoming
EssenceMediacom UK and DOOH.com
Client: Uber Eats
In Q2 2023 Uber sought to refresh their existing Online Food Delivery & Grocery always on campaign. This activity was designed to help improve Uber Eats’ quality perceptions. The Holy month of Ramadan, the biggest Muslim holiday in the calendar gave us an opportunity to deliver on our proposition of Uber Eats helping you get anyt...
Bonjour, Hallo, Ciao, Ola, Kon'nichiwa
Wavemaker UK, GroupM OOH, DOOH.com, JCD Airport
Client: Transport for London - Elizabeth Line
Every Menopause Matters
Carat UK
Client: Holland & Barrett
In 2023, Holland & Barrett aimed to address the underrepresentation of ethnic communities in the menopause conversation. Responding to YouGov research revealing concerns among women from diverse backgrounds, the company prioritised inclusivity. Recognising language barriers, they became the first retailer to offer a free, multi-languag...
Rigour And Flair - Matching And Moulding The Mood Of The Nation
Havas Entertainment
Client: UKTV Play
UKTV viewing needed a new radical method rooted in viewing behaviour to ensure their streaming service, UKTV Play, became their leading source of views. Our campaign took a ground-breaking approach, leveraging a combination of data insights and creative strategies to deliver a truly audience-first experience. Recognising the impact of...
The Greener Grid
Goodstuff
Client: OVO Energy
Changing the way people think about their energy usage through a world-first dynamic campaign that only activates at times when the National Grid is running on a higher proportion of renewable energy. Our Greener Grid innovation promoted OVO’s Power Move initiative by shifting the conversation from the cost of energy to when the most s...
Turning Words into Actions
OmniGOV at MG OMD and Wavemaker
Client: Office of Health Improvement and Disparities
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Winning The Hearts And Minds Of Gen Z
Havas Media / Talon OOH
Client: Starbucks
The CRM & Media Award
Ditching the discounts – utilising CRM insights to inform a ‘full price first’ media strategy
Flourish Direct Marketing
Client: Pai Skincare
Pai Skincare is a ‘clean’ skincare brand whose certified organic products are clinically proven for people with sensitive skin. Pai were using a one-size-fits-all approach to their CRM, serving customers on their database heavy discounts and promos to encourage repeat purchases. In addition, Pai were retargeting web visitors with disco...
Harnessing the power of first party data through advanced tagging and the development of a custom algorithm to maximise profitable growth
Brainlabs
Client: Simply Business
Utilising a range of Brainlabs services we were able to tackle one of Simply Business’s overarching strategic challenges. Through the use of improved tagging and measurement, we shaped our bidding approach to focus on new customers and reduce wastage by de-emphasizing existing policy holders. By doing so we were able to make an expensi...
Content
Best Social Strategy
It's OK I'm with The AA
LADbible Group x Goodstuff
Client: The AA
The AA has been at the UK’s roadside since 1905 but it had lost its way with Britain’s youth. To protect The AA’s future growth, we must evolutionise The AA’s media behaviour to jumpstart front of mind awareness and demonstrate that the brand understood the needs of young drivers. The AA went social 1st and weaved the brand in...
An Ode to Lidl Bakery
OMD UK with Accenture Song & Coolr
Client: Lidl
Lidl Bakery was quickly becoming a dough-licious phenomenon. With loyal fans waxing lyrical on socials, we harnessed a real-time social trend to launch Lidl GB on TikTok. Staying loyal to our fans and their best (or worst!) kept secret, our ‘Ode to Lidl Bakery’ campaign made them the star bakers of our advertising, giving customers ...
Barbie 'Creating wonder in the Metaverse'
UM London
Client: Mattel / Barbie
Barbie is the #1 doll brand in the world, selling over a billion units, through diversifying its range to inspire and represent girls everywhere. With the toy market becoming increasingly competitive, Barbie had a mission to reaffirm that they are the on trend, girl empowerment brand. Our goal was to reaffirm Barbie’s leadership and ap...
Planet Earth III
BBC Studios
Client: BBC Studios / BBC Earth
A series five years in the making, the Planet Earth III social campaign sought to match the scale of the production, and hit our target demographic – global U35s – while tapping into the nostalgia of generations of fans.
Sky Broadband - No Room for Abuse
EssenceMediacom UK, Sky Media and Guild
Client: Sky Broadband
Sky believes that everyone should be free to enjoy gaming. But 3/4 women under 25 experience abuse every day whilst gaming online. With Sky Broadband as the official sponsor of the Guild Esports team, we were determined to do something about it. We launched a brand-new immersive training room at The Sky Guild Gaming Centre in ...
Sublime! How Tapping Into Social Conversation Breathed New Life Into Legacy Content And Increased IPlayer Viewership For The BBC
Havas Media
Client: BBC
In 2023, Britain’s largest broadcaster was facing stiff competition. Category fragmentation fuelled by technological innovation and evolving viewing behaviours meant that the BBC had to work harder to attract and retain audiences. The BBC had long been participating in the established category convention to consistently produce and pro...
Best Use of Experiential
Amex Gold 'Unsigned'
UM London
Client: American Express / Gold Card
The live music scene is on its knees. Amex, which has long-standing associations with music through festival sponsorship and rewarding their Gold Card Members with exclusive access to music events. Our core target audience of ‘New Trend Lovers’, obsession with music is evolving. We learned that 77% love discovering new music and are mo...
LEGO Piece Garden
Initiative
Client: LEGO
93% of Brits believe creativity is important to their health & wellbeing, but 60% say they lack the materials, time and inspiration. Little did they know they had the solution, they just had outdated perceptions that a LEGO set is for kids. So as part of the London Design Festival we created The LEGO Piece Garden. A creative escape and...
Barbie x PROPER CORN-ER SHOP
WARP Snacks.
Client: PROPER Snacks.
The Cultural Revolution in a Bottle
Carat UK
Client: Molson Coors | Madrí Excepcional
Madrí Excepcional’s entry into the Lager and World Lager category has been notable. However, it needed to continue to build on this success and not rest on its laurels. In a market crowded with established brands, Madrí Excepcional needed to stand out and champion its brand, culture and taste to the consumer. In 2023, it did just that ...
The Fast X Tour - The Power of 10 by Global, EssenceMediacom and Universal Pictures for Fast X
Global and EssenceMediacom
Client: Universal Pictures for Fast X
The Fast X Tour – The Power of 10 with Capital XTRA. A supercar road trip featuring not just cars from the 10th Fast and Furious series, but the cars of the audience themselves, giving fans a chance to be part of the Fast X story for real and do what they love the most – look at bad ass cars. Add influencers to share their own expe...
We're Back
Sela x Newcastle United
Client: Sela x Newcastle United
Branded Content - Experiential
Amex Gold 'Unsigned'
UM London
Client: American Express / Gold Card
The live music scene is on its knees. Amex, which has long-standing associations with music through festival sponsorship and rewarding their Gold Card Members with exclusive access to music events. Our core target audience of ‘New Trend Lovers’, obsession with music is evolving. We learned that 77% love discovering new music and are mo...
Sky Broadband - No Room for Abuse
EssenceMediacom UK, Sky Media and Guild
Client: Sky Broadband
Sky believes that everyone should be free to enjoy gaming. But 3/4 women under 25 experience abuse every day whilst gaming online. With Sky Broadband as the official sponsor of the Guild Esports team, we were determined to do something about it. We launched a brand-new immersive training room at The Sky Guild Gaming Centre in ...
The Cultural Revolution in a Bottle
Carat UK
Client: Molson Coors | Madrí Excepcional
Madrí Excepcional’s entry into the Lager and World Lager category has been notable. However, it needed to continue to build on this success and not rest on its laurels. In a market crowded with established brands, Madrí Excepcional needed to stand out and champion its brand, culture and taste to the consumer. In 2023, it did just that ...
VANISH: ME, MY AUTISM AND I How experiential made 'purpose' really matter
Zenith UK
Client: Vanish
We uncovered how important clothes are to young autistic girls, but had no budget. So we created a campaign out of nothing, drove awareness of autism and improved perceptions of Vanish.
Branded Content - Gaming
'THE GENERATION EFFECT': HOW TO DRIVE MILLIONS IN INCREMENTAL REVENUE
Zenith X ITV
Client: Aviva
Aviva had an ‘empty awareness’ issue. We created unique, contextually relevant puzzle content across newsbrands and ITV to remind people of the satisfaction of solving a financial challenge. We created brand meaning and drove millions in incremental product lifetime value.
All Aboard the Game Train
Spark Foundry UK / Venatus
Client: Rail Delivery Group
Audaciously transforming the 16-25 Railcard into a vibrant essential for university students, Spark Foundry leveraged gaming insights to design an immersive, non-intrusive trainline for Rail Delivery Group in the Roblox universe. Targeting the digitally native demographic, our innovative digital train service, complete with branded ele...
Next Level: Talk To Me
Havas Entertainment
Client: Altitude
Samsung and Fortnite 'Into the fold'
Starcom
Client: Samsung
Samsung's "Into the Fold" campaign successfully bridged the gap between their innovative foldable phones and the elusive Gen Z gamers. Diving into the gaming arena, they crafted a Fortnite speedrun challenge that integrated the Galaxy Fold Z5's features into the gameplay, offering an immersive brand experience. Partnering with gaming i...
Sky Broadband - No Room for Abuse
EssenceMediacom UK, Sky Media and Guild
Client: Sky Broadband
Sky believes that everyone should be free to enjoy gaming. But 3/4 women under 25 experience abuse every day whilst gaming online. With Sky Broadband as the official sponsor of the Guild Esports team, we were determined to do something about it. We launched a brand-new immersive training room at The Sky Guild Gaming Centre in ...
Branded Content - Podcast
LLOYDS B2B:STRONGER MIND, STRONGER BUSINESS
Zenith UK X Global
Client: Lloyds Bank
Lloyds partnered with Mental Health UK to bring free counselling to small business owners in the middle of a CoL crisis. We had the bold idea of creating content from the sessions themselves and asking those we coached to bare all, in the most intimate of channels: podcasts.
Peloton and Elizabeth Day: ‘How to Fail’
Hearts & Science and Global
Client: Peloton
Peloton and Elizabeth Day’s ‘How to Fail’ collaboration is one of those rare moments where a brand and influencer were made for each other. The innovative combination of bespoke, AI-powered tech and intimate knowledge of UK consumers characterised the planning stages, while the results have left the client with an appetite for more. Ul...
Shortlist: Tackling Eco- Anxiety with E.ON Next
Starcom
Client: E.ON Next
E.ON Next, supplies households with 100% renewable energy, feel-good energy. As an eco-focused company, E.ON Next were concerned about the growth in eco-anxiety. They addressed the growing mental health issue by using media to create a support system for suffers. Using the podcast medium to open up conversations with psychologists and ...
Branded Content - Print
Trust - Keep Up With The Times
The Times, OMD UK, Leo Burnett
Client: McDonald's
LLOYDS B2B: REVERSING THE DECLINIST NARRATIVE
Zenith UK X The Times X You Gov
Client: Lloyds Bank
How Lloyds used partnership to become the UK’s most current bank. We created a newsy initiative with compelling 'live' data, to react against a doom and gloom narrative, proving that good things are happening in British business, right now. In doing so, we became the most current business bank in the country.
eBay - ‘The World of Vogue on eBay’
EssenceMediacom UK and British Vogue
Client: eBay
Luxury fashion has a sustainability problem. eBay, home to millions of pre-owned, rare and vintage luxury items, wanted to change this. In reality, many luxury fashion items never go out of style. We wanted to show that the luxury fashion you need already exists - and that you can find it on eBay. To do this we partnered w...
Making Peloton a trusted partner for the gym-timidated
Hearts & Science, The Guardian
Client: Peloton
The pandemic was a blessing and a curse for Peloton. They saw phenomenal growth thanks to the surge in indoor exercising and all-time high brand awareness, but they were also branded as an expensive exercise bike provider. To increase subscribers, we needed to convert the ‘gym-timidated’ and pivot from being ‘just a bike’ to a holis...
Millonaire Street
Mail Metro Media and the7stars
Client: People's Postcode Lottery
Launched in 2005, People’s Postcode Lottery had the sole aim of raising funds for charities and good causes, while players win life-enhancing cash prizes. Now, a staggering £18m is raised each month, with more than £1.2 billion raised since its launch! With one successful campaign already in the books, they wanted to use the next o...
SCOTTISH WIDOWS’ PENSION GAP CONFRONTS RISHI SUNAK
Zenith UK
Client: Scottish Widows
We set out to ‘become the news’ on the toughest day of the year to cut through: International Women’s Day. In doing so, we confronted Rishi Sunak in the House of Commons.
Branded Content - Radio
How the power of radio partnerships helped Cadbury go the extra half
Publicis Media UK / Bauer Media / VCCP
Client: Cadbury
Cadbury's "Going the Extra Half" campaign harnessed the intimate power of radio to share authentic stories of everyday kindness, sparking a movement that brought people closer together. Partnering with Bauer Media, the campaign encouraged listeners to celebrate unsung heroes in their lives, making Cadbury synonymous with kindness and c...
LLOYDS B2B: STRONGER MIND, STRONGER BUSINESS
Zenith UK X Global
Client: Lloyds Bank
Lloyds partnered with Mental Health UK to bring free counselling to small business owners in the middle of a CoL crisis. We had the bold idea of creating content from the sessions themselves and asking those we coached to bare all, in the most intimate of channels: radio.
Branded Content - Social / Mobile / Digital
#McNuggetWorthy
OMD UK with LADbible, Leo Burnett, RED Consultancy & Oliver
Client: McDonald's
In 2023 McDonald’s original recipe Chicken McNuggets turned 40 – yet they were being overlooked in favour of newer alternatives and a certain Kentucky Fried rival. It was time to re-claim their place in the hearts, minds and stomachs of Gen Z chicken lovers. To do it, we incited the great debate: what makes someone worthy of sha...
Barbie 'Creating wonder in the Metaverse'
UM London
Client: Mattel / Barbie
Barbie is the #1 doll brand in the world, selling over a billion units, through diversifying its range to inspire and represent girls everywhere. With the toy market becoming increasingly competitive, Barbie had a mission to reaffirm that they are the on trend, girl empowerment brand. Our goal was to reaffirm Barbie’s leadership and ap...
It's OK I'm with The AA
LADbible Group x Goodstuff
Client: The AA
The AA has been at the UK’s roadside since 1905 but it had lost its way with Britain’s youth. To protect The AA’s future growth, we must evolutionise The AA’s media behaviour to jumpstart front of mind awareness and demonstrate that the brand understood the needs of young drivers. The AA went social 1st and weaved the brand into ...
No Average Jack!
the7stars x LadBible
Client: Jacamo
With a long-term aim of becoming the UK’s number 1 fashion platform for all men, we had to urgently raise consideration levels among 25-34 men that were core to growth. Critical to our approach was an understanding of how men shop for fashion. Fashion brands advertise their ranges based on season - Spring/Summer and Fall/Winter. But o...
Second Hand Style Up
Channel 4 / Mindshare
Client: Vinted
Through a dynamic partnership, we utilised both Channel 4 content and talent to inspire our audiences to buy and sell pre-loved fashion via Vinted, helping to save them money and the planet!
Branded Content - TV & Cinema
Get Britain Gargling
mSix&Partners
Client: Robinsons | Britvic
In recent years, the Squash category has struggled. It’s not seen as exciting enough for children and parents prefer water. Finding rational communication wasn’t cutting through, in 2023 we took the joyful, exciting route instead, introducing the Robinsons Gargle to the UK. Headlining this was a major partnership with ITV, taking ...
Bangers: Mad For Cars
Channel 4 / EssenceMediaCom
Client: eBay
Channel 4's branded entertainment series brought back the nation’s love for cars, driving advocacy and credibility for eBay Car Parts and Accessories to help position themselves as THE single destination for all part and accessory needs.
Defender at the Rugby World Cup
Hearts & Science / ITV
Client: Land Rover / Defender
Jaguar Land Rover’s ‘Defender’ embraces the impossible; a modern-day hero that respects the past while anticipating the future. To help Defender establish itself as a standalone brand, they partnered with The Rugby World Cup 2023 to increase brand perceptions and boost sales. The partnership was used as a platform to not only build...
Delivering the biggest ever sales month in People's Postcode Lottery's history
the7stars, ITV, Channel 4, Sky
Client: People's Postcode Lottery
A first-of-its-kind broadcast partnership with the three biggest commercial stations in the UK, featuring TV spots created by each station, tailored to its house style. Each showcased an array of talent, shows, and sets that resonated with both our growth and heartland audiences.
NATWEST - THRIVING WITH CINEMA
Digital Cinema Media and Initiative
Client: NatWest
Media Partnerships: budget under £250K
#CrispIn or #CrispOut with Loose Women
OMD UK with ITV
Client: Walkers
A debate as British as Walker’s. #CrispIn or #CrispOut calls for the outlandish opinions of some seasoned British icons. Enter the Loose Women. The ‘live’ ad break debate, a first for ITV, fuelled controversy alongside consideration of Walker’s portfolio of nostalgic brands.
GIVING GAMERS THE POWER TO SKIP A SHOWER
iProspect x JOE Media
Client: Mitchum
With declining brand metrics and sales amongst the male demographic vs. the category, Mitchum needed to inject some fresh thinking to grow awareness and sales amongst this target demographic. This is a story of how Mitchum gave gamers the power to skip a shower – and broke a world record while doing it. To hit ambitious goals for Mit...
LLOYDS B2B: STRONGER MIND, STRONGER BUSINESS
Zenith UK
Client: Lloyds Bank X Global
Lloyds partnered with Mental Health UK to bring free counselling to small business owners in the middle of a CoL crisis. We went into further partnership with Global, to create content from the sessions themselves and feature those we coached baring all, on the most intimate of channels: radio.
Putting the "Sin" into Cinema
Goodstuff x Pearl & Dean
Client: Gü Desserts
To reverse declining penetration, we needed the nation to see Gü as an everyday indulgence rather than a special occasion dessert. We found our moment in a post-7pm moment, where the combination of sofa, screens, and switching off signals an impulse to eat something for indulgence, rather than hunger. Our idea was to move Gü from ...
Reconnecting The Class Of Covid
mSix&Partners
Client: National Express
In 2023, National Express needed to build brand love amongst their loyal student community to combat the increasingly competitive price offers. We discovered that after COVID, students felt more disconnected and anxious about striking up a conversation than ever, but wanted to feel closer to their student community, so we partnered wi...
Stand Up To Cancer – Roasting the ad-break
EssenceMediacom UK, Channel 4 and Stand Up to Cancer
Client: Cancer Research UK
‘SU2C Night’ launched an evening of entertainment on Channel 4, raising vital funds for Cancer Research UK. We needed to keep people watching the content but we realised the ad breaks risked stopping the charity drive momentum and pushing audience’s attention elsewhere. So, we turned the ad break into a comedy roast. We brought 5 big-h...
Media Partnerships: budget over £250K
eBay - ‘The World of Vogue on eBay’
EssenceMediacom UK and British Vogue
Client: eBay
Luxury fashion has a sustainability problem. eBay, home to millions of pre-owned, rare and vintage luxury items, wanted to change this. In reality, many luxury fashion items never go out of style. We wanted to show that the luxury fashion you need already exists - and that you can find it on eBay. To do this we partn...
The Audi Performance Zone: An un-FORE-gettable PAR-tnership
Sky Media, PHD & BBH
Client: Audi
Audi became Sky Sports’ first ever Official Innovation Partner in 2022 to drive consideration and strengthen Audi’s EV leadership position, differentiated by Innovation and Technology. Through the “Power Meter” in The Hundred, the partnership increased brand consideration and perceptions of Audi as “prestigious”, “innovative”, “forward...
Better with Pepsi MAX
OMD UK with Sips & Bites, Jungle & Amazon
Client: PepsiCo
Research shows that food tastes better with a Pepsi MAX, even more so than it's red canned rival. It's scienticially proven! It was our job to prove it to the masses. We showed our audience just how much better Pepsi MAX makes mealtimes through a moment they really care about - football. With collaborations that spotlighted truly ir...
Delivering the biggest ever sales month in People's Postcode Lottery's history
the7stars, ITV, Channel 4, Sky
Client: People's Postcode Lottery
A first-of-its-kind broadcast partnership with the three biggest commercial stations in the UK, featuring TV spots created by each station, tailored to its house style. Each showcased an array of talent, shows, and sets that resonated with both our growth and heartland audiences.
Magic On the Beach – A Breakfast Partnership
Goodstuff and Bauer
Client: On The Beach
Summer is when On the Beach’s (OtB) brand consideration suffers the most, as, unlike our competitors, Jet2, TUI, and easyJet, OtB does not have assets such as planes, check-in desks, or resort reps. Additionally, these competitors outspend Otb by an average of 85%. Against a cost-of-living crisis and holiday-cutting backdrop, we nee...
Paddy Power and the PDC World Darts championships
EssenceMediacom UK, Prostate Cancer UK, CSM and BBH
Client: Paddy Power
Pre-Christmas is a huge period for bookmakers, with seasonal football and racing commanding huge coverage. As a result, darts risks being crowded out, but Paddy Power embraced the odds and made a play to raise awareness of both their association with the World Darts Championship and do good by raising awareness of Prostate Cancer UK, t...
VANISH: ME, MY AUTISM AND I How a six-way partnership made 'purpose' really matter
Zenith UK
Client: Vanish
We uncovered how important clothes are to young autistic girls, but had no budget. So we partnered with Havas, C4, Ambitious About Autism and Energy to create a campaign out of nothing, driving awareness of autism and improved perceptions of Vanish.
Content Strategy
Google Pixel: Kicking Down Barriers in Football
EssenceMediacomX, Fuse, Guardian, Hearst and Football Co
Client: Google Pixel
Women’s football is on the rise. With record-breaking live match attendance and significant growth in fan bases. But, barriers are holding back progress. Lack of media coverage and a lack of access to women in football. We formed Pixel FC in association with the FA - a collective of content creators & presenters dedicated to growin...
Let's lighten the load
The Guardian/EssenceMediacom
Client: Maltesers
3 in 4 mothers are now juggling work and home, one of the highest levels on record. From shared parental leave to workplace parenting groups, it seems working mums have more support than ever before. But new research commissioned by Maltesers shows the truth is a lot more complicated: 67% of UK mums work hours outside of their work ...
See my pain
The Guardian/Zenith
Client: Nurofen
For too long, women have had their symptoms dismissed by their GPs. In fact, Nurofen’s pioneering Gender Pain Gap research report found that 56% of women have felt that their pain is trivialised by healthcare professionals, an attitude that seeps into their private lives where one in four women say their partners or spouses don’t take ...
Sky Mobile's Transfer Window Sponsorship: The Perfect “Switch”
Sky Media
Client: Sky Mobile
In the lead up to the highly anticipated iPhone 15 launch in September 2023, Sky Mobile needed to cut through the noise of a market saturated with contract pricing, network coverage and access to the latest handsets. Zoning in on Sky Sports’ football fans, we identified an opportunity to align Sky Mobile’s ‘Text-to-switch’ proposition...
Unleashing the Power of Content: A Meta Revolution for The Economist's Subscription Strategy
iProspect
Client: The Economist
Facing declining Meta subscription volumes, iProspect and The Economist joined forces in May 2023, aiming to revive a struggling social strategy amidst IOS14.5 cookie deprecation challenges. We needed to revolutionise our content strategy to better meet the needs of our audience and increase subscriptions. So, with a strategic overhaul...
Want it? Wickes it!
Mail Metro Media
Client: Wickes
With our partnership with Wickes going into its third year, we set about creating an innovative campaign that would continue to beat expectations while keeping things fresh for readers. To position the brand as one with on-trend style, and attract an audience of younger, female readers and those new to DIY, we wanted to show that you g...
Insight & Innovation
Best Use of Insight
NUROFEN: SEE MY PAIN. Closing the gender pain gap
Zenith UK
Client: Nurofen
We uncovered an insight around the deep-rooted societal bias against women’s pain and turned this into a memorable campaign, delivering a market share increase in a declining market.
Black Owned Business: The UK's Untapped Business Potential
Channel 4, Clear Channel UK, The Good Side and The Backlight
Client: Channel 4 and Clear Channel UK in partnership with The Good Side and Backlight
How can we better support Black-owned businesses within media? With a shared ambition to drive forward equitable economic inclusion of Black Owned Businesses, Channel 4 and Clear Channel partnered with Backlight and cultural insight experts The Good Side, to pose this question. The resulting findings contained within Black Owned Busi...
Breaking the taboo around men's sexual health and erection difficulties for Cialis Together
Hearts & Science
Client: Sanofi / Cialis
Breaking the taboo around men’s sexual health and erection difficulties for Cialis Together In modern British culture, many topics around men's sexual health remain taboo. It's an area full of misconceptions and stigma, especially when it comes to Erection Difficulties. In June 2023 Cialis Together became available over-the-coun...
GIVING GAMERS THE POWER TO SKIP A SHOWER
iProspect x JOE Media
Client: Mitchum
With declining brand metrics and sales amongst the male demographic vs. the category, Mitchum needed to inject some fresh thinking to grow awareness and sales amongst this target demographic. This is a story of how Mitchum gave gamers the power to skip a shower – and broke a world record while doing it. To hit ambitious goals for Mit...
Taking a high fashion approach to irritable bowel syndrome
Hearts & Science
Client: Sanofi / Buscopan
Buscopan should be the star of “The Campaign Media Awards April Issue” because this is one of those ideas where a killer consumer insight was not only used to deliver a great media idea, but also that the entire campaign challenged the conventions of the category, moonlighting in the fashion world. It successfully made the brand more m...
Creative Idea: budget over £250K
VANISH: ME, MY AUTISM AND I How a creative media idea made purpose relevant
Zenith UK
Client: Vanish
We uncovered how important clothes are to young autistic girls, but had no budget. So we created a campaign out of nothing, drove awareness of autism and improved perceptions of Vanish.
Amex Gold 'Unsigned'
UM London
Client: American Express Gold Card
The live music scene is on its knees. Amex, which has long-standing associations with music through festival sponsorship and rewarding their Gold Card Members with exclusive access to music events. Our core target audience of ‘New Trend Lovers’, obsession with music is evolving. We learned that 77% love discovering new music and are mo...
eBay - ‘The World of Vogue on eBay’
EssenceMediacom UK and British Vogue
Client: eBay
Luxury fashion has a sustainability problem. eBay, home to millions of pre-owned, rare and vintage luxury items, wanted to change this. In reality, many luxury fashion items never go out of style. We wanted to show that the luxury fashion you need already exists - and that you can find it on eBay. To do this we partn...
Laugh Through It
Wavemaker UK
Client: Audible
NATWEST - THRIVING WITH CINEMA
Digital Cinema Media and Initiative
Client: NatWest
Pink Sky Thinking
PHD
Client: Warner Bros.
The Greener Grid
Goodstuff
Client: OVO Energy
Changing the way people think about their energy usage through a world-first dynamic campaign that only activates at times when the National Grid is running on a higher proportion of renewable energy. Our Greener Grid innovation promoted OVO’s Power Move initiative by shifting the conversation from the cost of energy to when the most s...
Creative Idea: budget under £250K
All Aboard the Game Train
Spark Foundry UK / Venatus
Client: Rail Delivery Group
Audaciously transforming the 16-25 Railcard into a vibrant essential for university students, Spark Foundry leveraged gaming insights to design an immersive, non-intrusive trainline for Rail Delivery Group in the Roblox universe. Targeting the digitally native demographic, our innovative digital train service, complete with branded ele...
Only Legends Get Murals (and Podkasts)
Wavemaker UK
Client: Audible - Kurupt FM
Partygate
OMD UK & Channel 4 with Talon, JACK, Meta & Mail Newspapers
Client: Channel 4
Partygate. We sacrificed, they partied. The country was outraged. Always provocative, Channel 4 commissioned a one-off factual drama to bring the wild nights at Downing Street to life. Our task was simple - get people to watch. Drawing inspiration from 90s rave culture, we invited the nation to OUR party using low-fi guerilla...
Shout Out to Your Son
Clear Channel & M&C Saatchi
Client: The Ben Kinsella Trust
Every month 300 people are admitted to hospital with knife-related injuries, many of them don’t make it home. With the rising numbers of knife-crime amongst young men aged of 16-24, how do you reach an audience who fundamentally distrust messages from authority? Clear Channel, The Ben Kinsella Trust and M&C Saatchi took to the street, ...
Sky Broadband - No Room for Abuse
EssenceMediacom UK, Sky Media and Guild
Client: Sky Broadband
Sky believes that everyone should be free to enjoy gaming. But 3/4 women under 25 experience abuse every day whilst gaming online. With Sky Broadband as the official sponsor of the Guild Esports team, we were determined to do something about it. We launched a brand-new immersive training room at The Sky Guild Gaming Centre in ...
The sound of colour
Mediahub
Client: AkzoNobel
How do you break your mass-market everyday brand into the posh paint club? Dulux Heritage needed to up its emotional connection to make it accepted within the premium aesthetics market. We challenged the notion that paint brands need to be seen, not heard. Through storytelling and immersive ASMR, that’s autonomous sensory meridi...
Product Innovation - Media Agency
The Greener Grid
Goodstuff
Client: OVO Energy
Changing the way people think about their energy usage through a world-first dynamic campaign that only activates at times when the National Grid is running on a higher proportion of renewable energy. Our Greener Grid innovation promoted OVO’s Power Move initiative by shifting the conversation from the cost of energy to when the most s...
Atlas – Regional testing with 99% accuracy
the7stars
Client: the7stars
Atlas is an accurate postcode mapper that allows clients to geo-test new channels. The platform combines multiple data sources to overcome the limitations of ‘off the shelf’ testing products that do not account for commuter bleed, regional audience biases and the impact of campaign duration. The result? 99% accuracy in geo-experimen...
Creating Difference that Matters with SpecsTech
MG OMD
Client: Specsavers
Delivering incremental eye tests is the core challenge for Specsavers, but how in a Modern Search world when advertisers all have access to the same technology, do you differentiate and deliver a Competitive Advantage? At MG OMD, we believed that the solution lay outside of the platforms and required a combination of business data, bus...
Custom industry-beating technology to combat paid search inflation and maximise ROAS
Brainlabs
Client: Estée Lauder Companies UK&I
Estée Lauder Companies UK&I has invested heavily in branded search to consistently deliver on their lower-funnel revenue goals for their direct-to-consumer businesses for over 10 years. With media inflation on the rise, more aggressive discounts in the retail environment, challenges in getting consumers attention, and increasing compet...
Eco-Effectiveness: Breaking the Trade-off
Wavemaker UK
Social Hero - Maximum Impact, Maximum Influence
Performics UK
Client: Performics UK
In a channel that continues to diversify, keeping up with the changes in Social Media and knowing where to invest your next pound is increasingly challenging. In addition, a lack of common currency between platforms makes it increasingly difficult to holistically measure the effectiveness of cross-platform campaigns. However, this div...
Product Innovation - Media Owner
Campaign Media Awards 2024
ITV, EMX
Client: ITVX
ITVX, our ambitious, all-new streaming service, aims to elevate our digital provision to broadcast levels (doubling monthly active hours, streaming hours and subscribers by 2026), greatly benefiting advertisers and viewers alike. STRATEGY As the cost-of-living crisis impacted subscription-based services, our best-in-class research r...
Game-changing real-time and AR OOH delivered for Coca-Cola
JCDecaux UK & DOOH.COM
Client: Coca-Cola Zero Sugar, EssenceMediacom, GroupM OOH
Coca-Cola is iconic but faced a challenge with Coca-Cola Zero Sugar (CCZS). Despite its excellent taste, CCZS needed to grow their existing Gen Z audience, who were increasingly trialling emerging brands. The goal: to make CCZS as loved amongst Gen Z as Original Taste is to its established audience. CCZS needed to make the jump from...
No Average Jack
LADbible Group x the7stars
Client: Jacamo
Providing campaign clarity among the chaos
Telegraph Media Group
Client: Clarity 5.0
In 2017 our campaign effectiveness reports were manual, slow to produce, out of date and in PDF format. It was at this point, we first launched Clarity – an automated, web-based reporting platform that pulled in a variety of data to provide clients and agencies with an up to the day view of their campaign’s performance. Fast forward to...
Teads Ad Manager - The World's Most Innovative Programmatic Platform
Teads
Client: Teads
Teads Ad Manager is a platform at the cutting edge of programmatic. Combining curated, exclusive and direct supply from the world's best publishers and broadcasters, with sophisticated data solutions, creative optimisation with market leading metrics. Now being the first global platform to have integrated Lumen as well as Scope3 to he...
Uber Journey Ads
Uber
Client: Bacardi
Total Communications Campaign
Pink Sky Thinking
PHD
Client: Warner Bros.
Amex Gold 'Unsigned'
UM London
Client: American Express Gold Card
The live music scene is on its knees. Amex, which has long-standing associations with music through festival sponsorship and rewarding their Gold Card Members with exclusive access to music events. Our core target audience of ‘New Trend Lovers’, obsession with music is evolving. We learned that 77% love discovering new music and are mo...
How Tesco helped Walkers reassert their position as Britain’s most loved lunchtime snack
Tesco Media & Insight Platform powered by dunnhumby
Client: Walkers Crisps, PepsiCo
Runlock
Mediahub
Client: New Balance
For nearly 100 years, people who love to run have run in New Balance shoes. The original has held steady, but new competitors are gaining ground. We needed to remind runners that we ARE running, the embodiment of the euphoria at the heart of the sport. We introduced Runlock: a campaign that created an emotional connection to our brand...
VANISH: ME, MY AUTISM AND I How a multi-channel, multi-platform campaign made purpose relevant
Zenith UK
Client: Vanish
We uncovered how important clothes are to young autistic girls, but had no budget. So we created a campaign across multiple places, out of nothing, driving awareness of autism and improved perceptions of Vanish.
International
Best International Strategy
Winner: Protecting Gamers Protects Visa
Starcom
Client: Visa
Facing the need to improve brand appeal with Gen Z, Visa put gaming at the heart of a new strategy to connect with them. We launched Europe’s first Roblox Pop-Up Protection Store, which players embraced, increased brand appeal and drove more direct payments with Visa.
eBay - ‘The World of Vogue on eBay’
EssenceMediacom and British Vogue
Client: eBay
Luxury fashion has a sustainability problem. eBay, home to millions of pre-owned, rare and vintage luxury items, wanted to change this. In reality, many luxury fashion items never go out of style. We wanted to show that the luxury fashion you need already exists - and that you can find it on eBay. To do this we partn...
H&M: KNOCKING ‘INSTA FASHION’ OFF ITS PERCH
Publicis Media
Client: H&M
H&M were losing share globally to little-known fashion brands on Insta and Facebook: their ownership of 'fashion' was slipping. We took the fight right into social and re-established H&M's fashion creds, driving €4m in incremental revenue.
Runlock
Mediahub
Client: New Balance
For nearly 100 years, people who love to run have run in New Balance shoes. The original has held steady, but new competitors are gaining ground. We needed to remind runners that we ARE running, the embodiment of the euphoria at the heart of the sport. We introduced Runlock: a campaign that created an emotional connection to our brand...
Uncrap the world
The Guardian X Craft Media
Client: Who Gives A Crap
Who Gives a Crap was a little known brand with a big ambition: to change the toilet paper purchasing habits on both sides of the planet. But how do you coax Brits and Aussies away from their quadruple quilted feathery sheets and over to the eco-friendly stuff? Our strategy was to make them laugh! We’ve all heard of making money while ...
Best Of the Best Categories
Agency Team of the Year
Media Futures Group/ EssenceMediacomX & EssenceMediacom
EssenceMediacomX & EssenceMediacom
Mediahub
Our positioning as the agency with the challenger mindset powered us through a tough year for the industry. Undistracted by client reviews, 2023 was a year of exceptional organic growth, fuelled by an increase in media, research, data and tech revenue. We were named by COMvergence as the UK's fastest growing media agency in 2022 and ...
Wavemaker UK's Audience Intelligence & Marketing Science
Wavemaker UK
Commercial Team of the Year
Mail Metro Media
This transformative year saw Mail Metro Media’s investment in innovation, commitment to culture, and unmatched motivation come to fruition and produce some outstanding results for the business. Internally, we launched a range of initiatives to supercharge our culture, including breakfasts with the CRO, a volunteering policy, and mental...
Immediate Media Ad Sales
Immediate Media
At the start of 2023, there was doom and gloom everywhere, and looming recession. Add to this the pressures that magazine media faces every year: endemic print decline; the constant challenge to keep our media and brands relevant for our often-young buyers; whilst taking our more traditional print clients on a digital journey, we knew ...
JCDecaux UK
JCDecaux UK’s Commercial Team is literally saving lives – with revenues not only providing a powerful and effective channel for brand advertisers but also funding public access life-saving defibrillators in cities UK-wide. ‘Giving back’ is at the heart of everything that we do with 50% of our revenues returned to the community as valua...
Ozone
Ozone’s fifth anniversary in summer 2023 represented a significant milestone for the digital advertising platform founded by the UK’s leading publishers. Over the past five years, we’ve seen continuous revenue growth and increasing customer satisfaction as the business champions the premium web. Last year specifically, we saw our ad r...
The Independent
Throughout 2023, The Independent’s commercial team demonstrated our innovative approach to driving successful commercial performance while achieving our strapline of Making Change Happen, across four core business areas of data, ad operations, direct sales and Independent Ignite, collaborating like never before with total revenue for 2...
The Telegraph Commercial Team
The Telegraph
Telegraph Media Group is a UK news brand with a bold vision: to have more paying readers than ever before. With a digital subscription now costing up to £24.99 per month, the role that advertising plays in the reader experience had to be evaluated. This is a success story of how advertising, when done correctly, can co-exist in a subsc...
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