PRODUCT SECTOR
AUTOMOTIVE
Continential Tyres: A Rugby/Cycling Podcast Mash-Up
EssenceMediacom
Driving awareness of a hidden EV giant
PMG
Chinese EV and battery manufacturer BYD faced challenges entering five key EMEA markets, including low awareness (12% prompted recognition) and skepticism about Chinese vehicle quality. PMG devised a cross-channel media strategy, prioritising big-screen formats like linear TV in the UK, France, Germany, Spain, and Italy. These w...
Electric Streets
Starcom
In 2024, the UK Government mandated that 22% of cars sold by each manufacturer had to be electric, with a whopping £15k fine per car if targets were missed. Realising the huge barriers to purchase of charging accessibility and affordability, Vauxhall set out on a national crusade to tackle the issue for the industry and country. Our in...
How 17,645,399 unique datapoints identified and captured luxury audiences, driving an unprecedented 35% consideration uplift for the Lotus Eletre.
59A
Lotus, Reply, and 59A took 17.6m unique datapoints from meaningful data sources outside of typical platforms, and combined them into a custom algorithm. This algorithm was then pushed into the activation platforms, creating a campaign which drove a 35% uplift in consideration for the Lotus Eletre across the UK and nine other key EU mar...
Tug Agency & Zipcar: Implementing an integrated OOH Summer Campaign to drive awareness and revenue for Zipcar with Tug Tool ‘Real Impact’
Tug Agency
Zipcar’s key trading period is the Summer, a season when car bookings are popular due to holidays and traveling. To amplify awareness and leverage high-activity time, we implemented an integrated media campaign across digital and offline channels, measuring performance with our proprietary Tug Tool, ‘Real Impact’. The audience is broad...
ALCOHOLIC DRINKS
Brooklyn Brewery: Kojey's Block Party
Channel 4
Brooklyn Brewery teamed up with iProspect and Channel 4, alongside British hip-hop artist Kojey Radical to bring the iconic Brooklyn block party to life for UK audiences. Through an engaging content series and an experiential event, 'Kojey’s Block Party' showcased Brooklyn Brewery’s vibrant heritage, diversity, and community spirit. Th...
Hot, Bothered & Cider-Less: Teasing The UK With Inch’s Great Taste
Dentsu
Inch’s, the fastest-growing cider brand in the UK, faced a new challenge in 2024: sustaining growth in a shrinking alcohol market where consumers prioritized quality and taste. To differentiate itself in a saturated category, Inch’s focused on positioning itself as the most sustainable and delicious cider choice. Leveraging key ...
Jungle Creations & Inch's Cider: Local Tastes Better
Jungle Creations
The “Local Tastes Better” campaign exemplifies strategic thinking in the use of a media partnership, leveraging hyper-local storytelling to highlight Inch’s Cider’s sustainability ethos and connect with Gen Z and Millennials. Jungle Creations partnered with influencers and media platforms to amplify the brand’s values, hero Inch’s deli...
Tequila Rose: Painting The Town Pink
Bountiful Cow, Quantum, Democracy
To capitalise on the huge purchasing momentum behind Tequila Rose, we created a fame-driving, spicy and unforgettable moment by turning Manchester into PINK chester. Delivering a 5 point jump in awareness, leapfrogging titans of the category Jägermeister, making Tequila Rose the no.1 shot brand in grocery.
When It Rains, We Pour
Starcom
In the summer of 2024, Stella Artois faced fierce competition from international beer brands during a season defined by Wimbledon and the Euros football tournament. By transforming the iconic Wimbledon rain delay into a national moment of celebration – with free beer – Stella cut through the clutter and grew volume.
BANKS & FINANCIAL SERVICES
A Spoof Bank Thwarting Santander’s Every Move: The Launch of Santander Edge
Carat UK
How do you generate excitement and action in a category beset by apathy? No one enjoys organising their finances or changing accounts, so we knew we had to be bold and disrupt when launching Santander’s new Current Account: Edge. We already had the award-winning Ant & Dec under our belt, but we didn’t just stop there. We brought the in...
Most Disastrous Campaign Ever
Total Media Group
After years of focusing on short-term acquisition over long-term brand building, Hiscox's brand health declined, growth targets were missed, and awareness slipped, leaving the brand struggling to stand out in a crowded market. A bold resurgence was needed. Our deep dive into SME behaviour revealed two powerful insights which became t...
Moving the Nation
Initiative
66% of Britons lack trust in banks to serve society’s interests. However, with the Olympics approaching, we saw an opportunity to tap into the surge of patriotic sentiment to change perceptions of NatWest. With over 30 competitors and sponsors vying for share of voice, we needed something truly special to stand out. When NatWest became...
Nationwide Student: fuelling the first taste of independence
Wavemaker UK
Let’s be honest. Opening a bank account is probably one the most boring aspects of starting university. We wanted to get new students to sign up for Nationwide’s Flex Student account, but knew any communications we deployed would be competing with a myriad other messages vying for their attention. We realised that university i...
NatWest Student Living Index By Initiative & NatWest
Initiative
The majority of UK consumers do not switch banks. With 6 out of 10 major financial life moments occurring before the age of 35, it’s important for banks to establish long-lasting relationships at the point of consumer financial independence. One of the most critical moments for banks to start this relationship is when young adults move...
Redefining Local
OMD UK
Barclays has been a cornerstone of communities for over 330 years, but as traditional branch usage declined, the bank needed to evolve to meet customer needs. Instead of being defined by brick-and-mortar locations, Barclays reimagined its connection with communities through meaningful conversations. By placing local coll...
Skipton Turns To A New Mortgage Audience To Win With Downsizers
EssenceMediacom
CONSUMER ELECTRONICS
OneBlade to Rule Them All
OMD UK
Fortune favours the brave; Fortnite favours the blade. With the shaving category fixated on smooth chests and chiselled jawlines, we took a different route to showcase the Philips OneBlade 360 - it could do more than shape beards and trim pubes; it could win wars... Fortnite is an online world and global phenomenon in wh...
Samsung S24: The Circle to Search Line
Starcom
Circular Thinking: Groundbreaking technology required an (under)groundbreaking idea. The Samsung Galaxy S24 Series was the first smartphone to launch with integrated AI technology at the beginning of 2024. ‘Circle to Search with Google’ enabled consumers to search anything on their smartphone simply by drawing a circle around an...
Shave Club
OMD UK
OneBlade’s Shave Club redefined male grooming, combining sharp humour, fan truth, a YouTube ban and balls-to-the-wall-bravery. Shunning shiny chests and chiselled jawlines, we stepped away from the earnest tone of our competitors, embracing comedy to get our audience’s attention. No beating around the bush, we had to be ...
CORPORATE & UTILITIES
Hate: Not in My Shirt
GroupM
Ahead of Euro 2024, the challenge was clear: hate was pervasive in football, affecting both fans and players. YouGov research commissioned by EE revealed that three-fifths (61%) of the public have experienced hate in the past year and 6 in 10 believed more needed to be done to address societal hate. As the lead partner of the Hom...
Life, Death and Rock 'N' Roll
Carat UK
Co-op Funeralcare tackled the nation's discomfort with discussing death by launching the bold TV series Celebrity Send Off in partnership with Channel 4. This innovative campaign featured celebrities planning each other's funerals, breaking the taboo and sparking essential conversations about funeral wishes. The series, which aired on ...
Sky Broadband Builds The 'Common Census'
EssenceMediacom
The Availability Engine
OMD UK
Every year 9m homeowners experience issues that need a quick fix - from a boiler on the blink to a blocked drain ruining bath time. British Gas' army of engineers are a key point of difference in a ferocious category, but they were losing out to local tradesmen who were seen as more reliable and accessible. We had a supply and de...
The Power Nap
Goodstuff
When we use energy matters as The National Grid is powered by a mix of both renewable and non-renewable sources, the balance of which fluctuates throughout the day, meaning there are greener times of day to use energy. To help more people identify these times at home, we created Power Nap, a new Amazon Alexa Skill to report on t...
Three Mobile: Halftime never hit so hard
Zenith UK
Delivering the UK’s largest team talk to help the 67% of football fans who struggle with their mental health - and re-igniting Three’s association with football. How Three, Vinnie Jones and Chelsea changed the conversation, getting football fans to talk more than football.
FASHION & BEAUTY
Boots Have Too Much Beauty For A Billboard
EssenceMediacom
CLARINS & C4: YOUR SKIN DOESN’T NEED THE DRAMA
Spark Foundry
Clarins, a leader in skincare for over 70 years, faced declining market share among younger women. To conquer this, Clarins teamed up with Channel 4 to launch the newly formulated Multi-Active moisturising range, targeting stress-induced premature aging in millennial women. Partnering with Channel 4, Spark & Clarins’ ideated the “Your ...
How Belstaff's Simple Fashion Insight Drove A Total Rework Of Design Principle
EssenceMediacom
Run Your Way
Mediahub UK
New Balance is a 100-year-old family-owned challenger brand. Our Brand Pulse global tracking data showed this success was undermining its position as a performance leader. In 2022 we set a goal to become #3 in Europe in 2024. Our challenge was that New Balance is now a fashion icon – we needed to rebuild running with authenticity. ...
The Rimmel Hype Effect: Redefining Mascara Launches with Rimmel Wonder-Bond
Zenith UK
What happens when beauty’s ultimate battleground, mascara, trades reach and frequency for cultural buzz and social heat? Rimmel Wonder’Bond Mascara didn’t just land on shelves – it took over TikTok feeds, topped search rankings and redefined beauty buzz. With jaw-dropping takeovers, creator-powered hype and record-breaking engagement, ...
Vinted Second-Hand Showdown
Channel 4
Vinted, a leader in the second-hand fashion movement, took its position to new heights with the second series of Second-Hand Showdown, a social-first campaign designed to inspire 18-34-year-old women to embrace sustainable style through its platform. The show, fronted by Vicky Pattison, saw two stylists create standout looks usin...
FOOD, DRINK & HOUSEHOLD
#ModTheVeg
PHD Germany
Historically, veggies have been the underdogs in video games—getting fewer points, weaker roles, and little love. This has fueled their negative perception. Enter Knorr’s “Mod The Veg,” a campaign that flipped the script. By creating custom Veggie Mods, Knorr transformed vegetables into epic in-game power-ups, turning them into ...
Corner Shop Drop
Wavemaker UK
Imagine the humble corner shop as a stage where everyday life meets extraordinary moments— where impulse purchases and cultural connections collide. With Mentos, we turned this everyday setting into a symphony of fresh beats, treats, and creativity, orchestrating a campaign that harmonised perfectly with Gen Z's tastes. Mentos n...
EURO SNACK WARS
LADbible Group
The UEFA European Football Championship was the biggest moment in fan culture in 2024. So, for Uber Eats, it was a huge opportunity to unlock new customers watching the tournament at home. However, they weren’t an official sponsor, so they needed to find a unique way to cut through and drive brand preference to get British viewe...
Halloween TREATmap
Mindshare UK
HARIBO challenged grown-ups to up their treat-giving game at Halloween and avoid disappointing the UK’s kids, taking a data-driven, geo-based approach to finding critical trick-or-treat locations. Innovative OOH and a clever partnership inspired light HARIBO buyers to be prepared with Monster Approved sweets ahead of 31st October.
José Mourinho And Snickers Deliver Roasts To Your Mates
EssenceMediacom
No Walkers No Game
OMD UK
Football isn’t just a sport in Britain; it’s a ritual that unites fans over pints and packets of Walkers. But with brand noise like the South Stand at Wembley, we needed to behave creatively with our media to prove we got football fans AND effectively intercept snacking moments. Understanding that football fandom comes in many forms, w...
The Campaign That Went So Wrong, It Went Right
OMD UK
McRib_Test.notification_16.10.24 [TEST] ...the push notification sent to 1.8m users of the McDonald’s app, kickstarting a series of playful blunders that teased the return of the iconic McRib. The McDonald’s menu item is followed by a legion of loyal fans worldwide who track it’s appearance across the globe. We ha...
There’s something in the water in Yorkshire
Goodstuff
Tea is a decreasing part of younger drinkers’ repertoire, and brand preference for Yorkshire Tea shrinking within it, so we needed to give the brand a boost of cultural relevance across the summer. The Olympics were the perfect opportunity because Yorkshire produces more Olympians than any other UK county, and, in isolation, placed abo...
MEDIA & ENTERTAINMENT
Charli XCX & Brat Summer
the7stars
How Charli XCX broke the internet in 2024: the ultimate pop disruptor embraced counter-culture and set the UK ablaze with Brat, launching her album in the most chaotic way ever.
Is your door in the draw?
the7stars, ITV, Channel 4, Sky
Here’s how asking the public one simple question about their front doors reversed four years of declining sales and delivered People’s Postcode Lottery’s biggest year ever in sales, which will ultimately deliver £340m to UK charities.
It starts on TikTok
Zenith UK
TikTok has major problems with a 35+ audience – seen as not relevant and untrustworthy. In partnership with the trusted voices of Channel4 talent we created content showing how they use TikTok every day, which helped reverse TikTok’s growing 'trust gap’
It's Possible
Mediahub UK
Is it possible to build a profitable social media platform that’s additive instead of addictive? To enhance, instead of distract? To maximise real life - moments big and small? Pinterest said yes! Pinterest empowers users to take ideas from screens to real life, bridging the gap between creativity and practicality. Through b...
Paddington in Peru
Havas Media Network
On November 8, 2024, the beloved Paddington bear returned to cinemas nationwide with the release of Paddington in Peru, the highly anticipated sequel to Paddington (2014) and Paddington 2 (2017). With a target to match the record-breaking success of Paddington 2, which remains one of the most critically acclaimed films of all time, the...
Sky Sports: Flip The Fundamentals, Fight Fan Fatigue
EssenceMediacom
Turning Radio X into Radio Y for the epic return of Yellowstone
Global, the media & entertainment group
Yellowstone – The American modern-day family television drama based on the fictional Ranch in Yellowstone National Park. To herald the epic return of the series, Paramount+ wanted to create talkability around the show with an impactful campaign. Our thinking was to take the show’s iconic ‘Y’ and use it create a partnership that w...
HEALTHCARE
Boots Online Doctor Gets Physical
EssenceMediacom
Dulcolax, talking shit
Hearts & Science
Dulcolax is the global leader in the laxative market. Yet while the number of constipation sufferers was increasing, the laxative category was somehow decreasing. Research revealed that people won’t talk about their constipation. Hearts & Science launched a campaign that defied pharmaceutical conventions and aimed to bre...
Health Is
Initiative
The “Health Is” campaign didn’t just transform how media engages with disabled audiences; it sparked a movement for systemic industry change. We sought to dismantle non-inclusive media formats and re-engineer systems of oppression, proving that accessibility within our industry is essential, not optional. From Channel 4’s ad breaks exp...
Keeping 'Should've' Fresh
MG OMD
In 2024, Specsavers challenged us to make Should’ve, and the brand, unmissable with a media plan that would make us the talk of the town. Should’ve, a hugely successful platform 20+ years old, has set the standard for consistency, but an evolving media landscape and fragmented audiences makes staying relevant a challenge. With c...
Listerine 'Cleaning the Nation'
UM London
The UK population lives up to the negative stereotype that we don’t care about our teeth. 66% of UK adults have visible plaque and over 50% admit to neglecting taking care of their teeth. Listerine, the UK market leader for mouthwash, knew they had a challenge on their hands. In order to achieve our business goals of increasing p...
Nicorette 'We Got You'
UM London
Nicorette is used to being the unchallenged Nicotine Replacement Therapy (NRT) category leader. The combination of existing competitors, a multitude of new entrants, plus the dramatic rise in government inspired vaping comms as an alternative remedy to quitting smoking, were all challenging Nicorette's market position. Our goal was to ...
VOLTAROL: MORE THAN RUNNING, FROM THE START TO THE FINISH LINE
Publicis Le One
Voltarol’s core promise, “more than movement,” positions it as an enabler of active, healthy lifestyles, with health inclusivity at its heart. Yet the brand was losing volume and lacked the distinctiveness to justify its premium. Determined to drive meaningful difference and superiority, we identified running as our key sporting territ...
PUBLIC SECTOR & CHARITIES
A week in Blackpool: Illuminating dementia through hyper-localised and unmissable OOH
Medialab Group
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’s goal was to set the people who are concerned about their own, or a loved one’s, symptoms on the path to diagnosis. However, starting a path to diagnosis is im...
Disability: Ask don't assume
MG OMD
Negative attitudes and assumptions from non-disabled individuals can profoundly impact many aspects of disabled people's lives, including employment, career progression, education, and social participation. The most common issue is the tendency to offer help based on assumptions rather than actual needs. Our campaign set out to tackle ...
HIJACKERS
LADbible Group
The RNIB Hijack was a bold and game-changing creative collaboration that shattered stereotypes about blindness, putting blind and partially sighted (BPS) creators front and centre. With only 40% feeling informed about sight loss and BPS individuals facing five times the risk of unfair treatment, this initiative flipped the script. It h...
In The Army Now: Understanding Gen Z
EssenceMediacom
Media without the Mainstream
OMD UK
Higher education is the strongest indicator of future economic mobility and The Open University was founded to democratize education for all. But a stark disparity persisted between the percentage of the population identifying as Black and Asian and their representation within the OU student body. We created a campaign fuelled by...
Money Talks
UM London
The cost of living isn’t only a financial crisis. It is a mental health crisis. UK suicide prevention charity CALM (Campaign Against Living Miserably) has seen a 43% increase in calls to their helpline regarding financial difficulties impacting mental health. To fulfil their mission to stand together against feeling hopel...
SPOT THE FLAGS
LADbible Group
To mark its 50th anniversary, Women’s Aid sought to drive awareness around coercive control, empowering people to recognise red flags in abusive relationships. With at least one woman killed weekly by a current or former partner, early intervention is crucial. Inspired by Bad Sisters, Women’s Aid collaborated with Merman to crea...
Til I Died
PHD UK
A UK-wide campaign that used an established form of public tribute as our medium. The mural. Paying tribute to young football fans who tragically lost their lives to change perceptions about sudden cardiac death.
RETAIL – ONLINE & OFFLINE
Boots: Helping Men Who Get Told What To Buy
EssenceMediacom
Deliveroo x Mob: Putting London in the Mood for Food
Initiative
Londoners spend over 200 hours a year “popping to the shops” – that's 8 entire days lost to quick dashes for groceries. Despite Deliveroo’s On-Demand Grocery service providing the perfect solution to give that time back, Londoners were staying loyal to this age-old ritual. To turn things around, we needed to stage a cultural interventi...
How IKEA Drove Double Digit Mattress Growth By Getting The Nation Off Their Phones And Into Bed
iProspect
The UK is a sleep deprived nation, with most of us only getting a paltry 6 hours sleep per night. The cause? Media. With the endless brilliant content on TV, streaming & smartphones, we can’t help but put off a good night’s sleep to watch just one more…. iProspect identified the habits & moments where sleep was being hindered and...
However you do Summer
Starcom
“However You Do Summer” - Primark faced the challenge of delivering huge sales growth all within an eight-week window in early summer, a crucial trading period for them. Historically, Primark focused on achieving ‘sell-out' across three core collections to hit their summer sales targets. With the incremental sales target representin...
Just a Lidl Bit
OMD UK
Unexpected celeb in the bagging area! Promoting Lidl Plus’ Coupon Plus campaign and its tasty offers, Lidl turned up the nostalgia in a truly hun-tastic campaign, ‘Just a Lidl Bit’. Fronted by beloved British hun Martine McCutcheon, the campaign featured a Middle Aisle inspired music video with a modern twist on Gina G’s classic 90s hit.
Sweet Suspicion: A Waitrose Mystery
MG OMD
As retailers compete for attention in the most cluttered ad moment of the year, Waitrose sought a fresh approach to stand out at Christmas. ‘Sweet Suspicion’, a two-part mystery, would build intrigue, excitement and appeal for all Food Lovers across the entire build-up to Christmas. This required a role for media that broke conv...
Tesco Christmas: The Gingerbreadification Of The Nation
EssenceMediacom
VERY: The most fl-amazing golden quarter ever
Zenith UK
In a retail market that’s tougher than ever, we put data at the heart of consumer understanding, targeting and creativity, helping Very perform 4x better than the retail market, whilst growing customer volume, customer quality and brand consideration.
TRAVEL & LEISURE
Inspiring the Next Generation of Tennis Enthusiasts with LTA Tennisable
The Kite Factory
The LTA (Lawn Tennis Association) faced a significant challenge: how to inspire children aged 5–8 to take up tennis amidst competing distractions from digital entertainment and other extracurricular activities. To tackle this, LTA launched Tennisables, an innovative campaign centred on six lively animated characters that brought tennis...
Blue Monday is a Lie
Initiative
January is the ultimate moment for travel brands, with the tradition of high spending fuelled by the belief that future summer getaways are the antidote to winter blues. One travel company even dubbed the third Monday in January as “Blue Monday”, convincing Brits that it’s the "most depressing day of the year”. As the new kid on the bl...
Butlins: No More Famously Unappealing
EssenceMediacom
If you're into it. It's in the V&A
PHD UK
Most people in the UK have heard of the V&A but less than a third felt familiar with the museum and its collection. Further qualitative research revealed that many of the V&A’s target audience thought the museum had nothing relevant to their interests. ‘If you’re into it, it’s in the V&A’ was created to change this percep...
Navigating Crowded Seas
Mediahub UK
Analysis of brand, search and media spend data revealed a simple truth – a legacy lower funnel strategy was impacting the brand's ability to grow. The whole travel category is stuck on autopilot with too many brands targeting broad off-the-shelf audiences. Using Acxiom, IPG's data spine, and combining it with Meta’s audience too...
Taking travel to new heights
Mail Metro Media
Mail Metro Media collaborated with Jet2holidays to create an innovative, multi-channel marketing campaign that transformed brand perception and consumer engagement across peak travel seasons. The strategy focused on comprehensive audience targeting and creative content integration. The campaign strategically approached different ...
DATA & CRM
THE CRM & MEDIA AWARD
Betfair Casino: Betting It On The 4.9% Plan
EssenceMediacom
Tesco Personalisation: Actually Demonstrating Business Value
EssenceMediacom
The Campaign That Went So Wrong, It Went Right
OMD UK
McRib_Test.notification_16.10.24 [TEST] ...the push notification sent to 1.8m users of the McDonald’s app, kickstarting a series of playful blunders that teased the return of the iconic McRib. The McDonald’s menu item is followed by a legion of loyal fans worldwide who track it’s appearance across the globe. We ha...
THE DATA & CREATIVITY AWARD
An Extraordinary Job. Done By Someone Like You
MG OMD
With prisons facing a staffing crisis, prison officer recruitment is a high priority for the government in order to maintain the prison service. Until this year, the Ministry of Justice relied on small-scale, geo-targeted acquisition-led digital activity around the prisons that had vacancies to attract new recruits. While these efforts...
Creating an industry defining attention study for The National Lottery
Hearts & Science
There is no shortage of attention…on the topic of attention. The combination of a fragmented media landscape, consumption changes, a desire for “quality reach” and the sheer volume of effectiveness research has placed this topic at the top of many marketers’ wish lists, Allwyn included. But in an area that is currently digital heavy an...
Halloween TREATmap
Mindshare UK
HARIBO challenged grown-ups to up their treat-giving game at Halloween and avoid disappointing the UK’s kids. A data-driven, geo-based approach identified the critical trick or treat locations and powered tailored creative messaging ensuring we inspired light HARIBO buyers to be prepared with Monster Approved sweets ahead of 31st October.
High Pollen, High Impact
Hearts & Science
In a category dominated by habit and price-driven switching, Allevia changed the game. Harnessing real-time pollen data and hyper-targeted creative, we intercepted hayfever sufferers at their most vulnerable moment: when symptoms struck. Our agile, data-fuelled strategy made Allevia the only logical choice. The result? Unmatched growth...
Sluurrrp
Mindshare UK
Pot Noodle's "SLUUURP": we listened, we learned, we personalised. A divisive sound became a data-driven opportunity. 47 bespoke audio experiences and a grovelling apology later, we'd not only won back hearts (and ears), but proven the power of putting the consumer first, one personalised slurp at a time
Soft Server 2.0
Mindshare UK
Soft Server 2.0 uses data insights (weather, stock, and consumer behaviour) to deliver precision-targeted advertising, anticipating and responding to ice cream need states for unprecedented ROI. Think of it as a psychic ice cream van, but digital.
VERY: The most fl-amazing golden quarter ever
Zenith UK
In a retail market that’s tougher than ever, we put data at the heart of consumer understanding, targeting and creativity, helping Very perform 4x better than the retail market, whilst growing customer volume, customer quality and brand consideration.
CONTENT
BEST SOCIAL STRATEGY
Charli XCX & Brat Summer
the7stars
How Charli XCX broke the internet in 2024: the ultimate pop disruptor embraced counter-culture and set the UK ablaze with Brat, launching her album in the most chaotic way ever.
Dulcolax, talking shit
Hearts & Science
Dulcolax is the global leader in the laxative market. Yet while the number of constipation sufferers was increasing, the laxative category was somehow decreasing. Research revealed that people won’t talk about their constipation. Hearts & Science launched a campaign that defied pharmaceutical conventions and aimed to bre...
How John Lewis Sleighed Social at Christmas
MG OMD
John Lewis, faced a critical challenge: maintaining relevance in a rapidly evolving media landscape dominated by social media. Traditional TV campaigns, while impactful, were losing momentum with younger audiences. The irony wasn't lost on us – John Lewis, the Christmas TV giant, needed to move beyond television to stay relevant. ...
Just a Lidl Bit
OMD UK
Unexpected celeb in the bagging area! Promoting Lidl Plus’ Coupon Plus campaign and its tasty offers, Lidl turned up the nostalgia in a truly hun-tastic campaign, ‘Just a Lidl Bit’. Fronted by beloved British hun Martine McCutcheon, the campaign featured a Middle Aisle inspired music video with a modern twist on Gina G’s classic 90s hit.
Marks & Spencer (Clothing, Home and Beauty)
Marks and Spencer
2024 was the year that Marks and Spencer Social Channels took flight, with 5000 social posts, 5 million followers across our channels, and 177 million views on our videos. Not only did we engage our followers and the content creating community but we had 2 viral moments that had the nation talking. First up was our CGI bra-fit activati...
Rennie Finds A Breakthrough Category Entry Point To Win At Ramadan
EssenceMediacom
SheerLuxe- Brand Fandom
SheerLuxe
The Deliveroo Doorstep Taste Tour
Initiative
Global campaigns featuring Snoop Dogg and Katy Perry were driving fame for Deliveroo's biggest rival, leading to an increasingly fierce fight for key brand metrics. In response, Deliveroo wanted to show they were less Hollywood and more Neighbourhood, shining a light on the amazing diversity of our nation's food. The Doorstep Taste Tou...
BEST USE OF EXPERIENTIAL
Butlins: No More Famously Unappealing
EssenceMediacom
CALM Missed Birthdays
the7stars, Adam & Eve DDB, Hope & Glory, ITV
With Suicide now the leading cause of death for people under 34, CALM created ‘Missed Birthdays’, a campaign to raise awareness of this horrific issue with an experiential installation at its heart. A total of 6,929 balloons (one for each person) were shown hanging in the atrium of the shopping centre, each one indicating a birthday a ...
Habitat 60th Anniversary x The Design Museum
DRUM OMG LTD
Habitat has an undisputed legacy as a British design icon. However, as it approached its 60th anniversary it faced a significant challenge. Up against stiff competition from affordable alternatives, it needed to reassert its credibility in the space if it was going to make its anniversary a success. No longer having a high street prese...
Health Is
Initiative
BUPA’s “Health Is” campaign didn’t just transform how media engages with disabled audiences; it ignited a movement and set a new standard for inclusivity in media. At its heart was the Kings Cross St Pancras Immersion Zone, where Initiative, Momentum, and JC Decaux redefined experiential environments with accessibility as a priority. W...
Shared Spaces of Wonder: Transforming Awareness into Action for London ZSL Zoo
The Kite Factory
London Zoo, which is part of ZSL, the science-driven conservation charity, is an iconic global attraction, facing an urgent challenge: converting widespread awareness into ticket sales amid fierce competition in London’s attractions market. The campaign aimed to reimagine the zoo’s ethos of “shared spaces of wonder” through innovative ...
The Haunting of The Outernet
Wavemaker UK
A spectral presence stirred… the original and best paranormal investigation show, Most Haunted, was returning for its 26th series, exclusively on Pluto TV, but we faced a chilling challenge: awareness flickered dimly. Consideration, too, remained shrouded in shadows; people didn’t realise the streamer is 100% free, making their ghoulis...
The Showroom by Elle x Tu
DRUM OMG LTD
The shopping environment plays a hugely important role in our perception of fashion. Unfortunately for Tu, living in the aisles of a supermarket had created preconceptions about the brand’s offering that were damaging its potential. We set out to change this by taking Tu out of Sainsbury's altogether and putting it shoulder-to-shoulder...
BRANDED CONTENT - TV & CINEMA
Benenden Gave Women An Affordable Alternative To The NHS And Drove +27% Sales
EssenceMediacom
DETTOL: Spread love not germs
Zenith UK
How an unlikely content partnership between Dettol and Gogglebox re-launched the brand and got people talking about germ spread again, returning Dettol to growth for the first time since the pandemic
Is your door in the draw?
the7stars, ITV Channel 4, Sky
Here’s how asking the public one simple question about their front doors reversed four years of declining sales and delivered People’s Postcode Lottery’s biggest year ever in sales, which will ultimately deliver £340m to UK charities.
O2 Studio Sessions
MG OMD
ITV Studio Sessions, brought to you by Priority from O2, was a first-of-its-kind AFP that shone a light on the hottest music artists in the UK. The late-peak show on ITV1 and ITVX helped cement O2 as a market leader in unforgettable live experiences, all enabled through O2 Priority. Branding was authentically integrated via venue locat...
RAF Thrills
Digital Cinema Media
Serving your country is an honour of a lifetime but applications to join the Royal Air Force (RAF) are dropping, because the young people who normally apply don’t see it as a dynamic, modern workplace. Yet the RAF offers more than just jobs, it’s a way of life with diverse roles and exciting experiences. But audiences simply don’t know...
TENA AND LOOSE WOMEN SAY ‘PANTS TO INCONTINENCE’
Zenith UK
We helped normalise conversations about bladder weakness and grow market share, by putting an honest, relatable and myth-busting conversation on mainstream media in a first of its kind partnership.
The Last Supper
Mediahub UK
Is it possible to build a profitable social media platform that’s additive instead of addictive? To enhance, instead of distract? To maximise real life - moments big and small? Pinterest said yes! Pinterest empowers users to take ideas from screens to real life, bridging the gap between creativity and practicality. Thro...
BRANDED CONTENT - SOCIAL / MOBILE / DIGITAL
EURO SNACK WARS
LADbible Group
The UEFA European Football Championship was the biggest moment in fan culture in 2024. So, for Uber Eats, it was a huge opportunity to unlock new customers watching the tournament at home. However, they weren’t an official sponsor, so they needed to find a unique way to cut through and drive brand preference to get British vi...
Great River Race
MG OMD
Quite possibly one of the most unique partnerships in MG history (and teaching us a LOT about walruses along the way), our partnership perfectly embodies what we call ‘Virgin Media MOJO’; doing things differently to the category, being tonally playful and bringing a smile to the faces of our audience. Our big idea was to cras...
José Mourinho And Snickers Deliver Roasts To Your Mates
EssenceMediacom
Just a Lidl Bit
OMD UK
Unexpected celeb in the bagging area! Promoting Lidl Plus’ Coupon Plus campaign and its tasty offers, Lidl turned up the nostalgia in a truly hun-tastic campaign, ‘Just a Lidl Bit’. Fronted by beloved British hun Martine McCutcheon, the campaign featured a Middle Aisle inspired music video with a modern twist on Gina G’s classic 90s hit.
Life, Death and Rock 'N' Roll
Carat UK
Co-op Funeralcare tackled the nation's discomfort with discussing death by launching the bold TV series Celebrity Send Off in partnership with Channel 4. This innovative campaign featured celebrities planning each other's funerals, breaking the taboo and sparking essential conversations about funeral wishes. The series, which aired on ...
LITTLE TREAT DRUMBEAT
LADbible Group
LADbible’s deep understanding of shifting cultural trends uncovered a seismic change in how Gen Z consumes coffee – from the increasing rejection of coffee snobbery to the use of coffee as a fashion accessory. This combined with the viral ‘Little Treat Culture’ phenomenon became the foundation for Costa Coffee and LADbible’s ‘Little Tr...
There’s something in the water in Yorkshire
Goodstuff
Where Everything’s Done Proper has been Yorkshire Tea’s brand platform since 2017, but some performance enhancement was required. Tea is a decreasing part of younger drinkers’ repertoire, and brand preference for Yorkshire Tea shrinking within it, so we needed to give the brand a boost of cultural relevance across the summer. ...
BRANDED CONTENT - PODCAST & RADIO
Paddy Power Stages An Audio Revolution In The Gambling Category
EssenceMediacom
Podcasts Help Moonpig Nail Father's Day
EssenceMediacom
TENA MEN: Get men speaking about leaking
Zenith UK
Male incontinence effects 27% of men over 40, but nobody talks about it because they think it “just effects kids, mums and old people”. In partnership with a former England Rugby captain, and TalkSPORT, we made bladder weakness part of the conversation and grew sales by +23% as a result
Tesco Takes Iconic Clubcard Into Popular Culture In Radio Breakthrough
EssenceMediacom
The Podcast That Nobody Finished
Acast & iProspect
Creating content that’s so dull it sends people to sleep isn’t usually a foolproof way of advertising a new product, however Acast and iProspect proved that this unusual approach could deliver real business results for IKEA when promoting their new range of mattresses. Sleep content is often quite predictable, but not The Podc...
BRANDED CONTENT - GAMING
#ModTheVeg
PHD Germany
Historically, veggies have been the underdogs in video games—getting fewer points, weaker roles, and little love. This has fueled their negative perception. Enter Knorr’s “Mod The Veg,” a campaign that flipped the script. By creating custom Veggie Mods, Knorr transformed vegetables into epic in-game power-ups, turning them in...
OneBlade to Rule Them All
OMD UK
Fortune favours the brave; Fortnite favours the blade. With the shaving category fixated on smooth chests and chiselled jawlines, we took a different route to showcase the Philips OneBlade 360 - it could do more than shape beards and trim pubes; it could win wars... Fortnite is an online world and global phenomeno...
Pringles: Rising Stars
Yahoo & Carat
In 2024, Pringles and Yahoo launched Rising Stars, a groundbreaking gaming tournament designed to level the playing field between casual players and pros. The campaign aimed to make gaming more inclusive by giving everyday gamers a fair shot at victory, with pro players intentionally distracted by humorous pranks and challenges, voted ...
Streams of (un)consciousness
PHD UK
If you suffer a cardiac arrest outside of hospital, a Gen Z’er is most likely to be equipped to save your life. So, to raise awareness of the BHF’s RevivR CPR training, we put one of Gen Z’s favourite pastimes into cardiac arrest. Partnering with 14 UK gamers (combined following 11m), we simultaneously ‘flatlined’ their Twitc...
Superdrug Super at 60 Years: OBBY-SESSED! Play online, win IRL.
Superdrug
Superdrug understands that the Gen Z and Gen A markets have massively untapped potential and they gather in platforms that are not often advertised to, like Roblox. So we met them where they are and became the first Health & Beauty retailer to offer a limited edition obby on Roblox. We made “that Superdrug feeling” go digital ...
tombola I'm A Celebrity: Bushtucker Bingo
EssenceMediacom
BRANDED CONTENT - EXPERIMENTAL, OUT OF HOME & PRINT
Boots Have Too Much Beauty for a Billboard
EssenceMediacom
Culture Vanguards
Mediahub UK
Culture Vanguards - an immersive experience that pays tribute to Black British creative visionaries who have reshaped and redefined their industries. Epidemic Sound celebrated extraordinary talent across multiple disciplines, spotlighting four trailblazing creatives: Samuel Ross MBE, Bianca Saunders, Rapman, and Ronan McKenzie. ...
Lidl Jacket
OMD UK
It’s late October 2024 and Berghaus have launched their AW 24 Icons collection with Oasis frontman Liam Gallagher sporting their unmistakably Lidl-coloured jacket. Part of the campaign included a series of murals of Liam in the jacket – so we decided to paint a Wonderwall. Enter stage left the “Lidl Jacket”. 24 pence worth of iconic Br...
Purina Pro Plan x The Independent: The Best Plan for Brand (and Pet) Health
GroupM
Purina Pro Plan faced skepticism from pet owners about the value of their premium nutrition products. So, we went back to basics. Authority + Trust = Credibility. To regain trust and boost sales, we partnered with The Independent, one of the most trusted media brands in the UK with strong fitness credibility and called in the...
Taking branded content to new heights
Mail Metro Media
Mail Metro Media collaborated with Jet2holidays to create an innovative, multi-channel marketing campaign that transformed brand perception and consumer engagement across peak travel seasons. The strategy focused on comprehensive audience targeting and creative content integration. The campaign strategically approached differe...
The Power of Small Steps
Starcom
Visa, facing declining preference among Gen Z due to perceived lack of innovation, sought to enhance its appeal by leveraging its Olympic sponsorship. Recognizing Gen Z's affinity for social experiences, we partnered Visa with KERB, a street food initiative in Covent Garden, to create an Olympic-themed watch party. This event, held in ...
Three Mobile: Halftime never hit so hard
Zenith UK
Delivering the UK’s largest team talk to help the 67% of football fans who struggle with their mental health - and re-igniting Three’s association with football. How Three, Vinnie Jones and Chelsea changed the conversation, getting football fans to talk more than football.
CONTENT STRATEGY
CURRYS: MAKING SUSTAINABILITY CHILD’S PLAY
Spark Foundry
With knowledgeable staff and a top ranking in this year’s Climate Leaders, Currys is a proven expert in sustainable tech. Yet many customers are unaware of its green credentials, and they often only replace appliances when something breaks. The key challenge was to highlight Currys’ leadership in affordable, eco-friendly tech and inspi...
Deliveroo x Mob: Putting London in the Mood for Food
Initiative
Londoners spend over 200 hours a year “popping to the shops” – that's 8 entire days lost to quick dashes for groceries. Despite Deliveroo’s On-Demand Grocery service providing the perfect solution to give that time back, Londoners were staying loyal to this age-old ritual. To turn things around, we needed to stage a cultural interventi...
Hate: Not in My Shirt
GroupM
Ahead of Euro 2024, the challenge was clear: hate was pervasive in football, affecting both fans and players. YouGov research commissioned by EE revealed that three-fifths (61%) of the public have experienced hate in the past year and 6 in 10 believed more needed to be done to address societal hate. As the lead partner of the Hom...
NatWest Student Living Index By Initiative & Natwest
Initiative
The Student Living Index is a testament to how a robust content strategy can disrupt category norms. Rather than competing in the crowded financial incentives space for student banking, NatWest deployed a content-led approach that created value for students. By anchoring the campaign on insights from our largest-ever survey of 6,000 st...
The Secret Life of The Next Generation: E.ON Next
Channel 4
E.ON Next partnered with Channel 4 and Mindshare to revive the beloved Secret Life Of... series, but with a fresh twist for today’s digital-savvy, eco-conscious audience. Secret Lives of: The Next Generation took a social-first approach, using longform and shortform content across YouTube, Instagram, TikTok, and Facebook to reach Gen Z...
We answer the cries you don't hear
Home-Start UK
We answer the cries you don't hear' is Home-Start's first ever awareness campaign. The campaign was formed when two filmmakers, Heidi Lynch and Leah Vlemmiks offered to create a film. Home-Start took a leap of faith and the result was three beautiful films that showed the struggle of being a parent. Powerful, authentic and rooted in re...
MEDIA PARTNERSHIPS: BUDGET UNDER £250K
Getting Comfortable in the Big Brother Diary Room
PHD UK
How we launched Andrex’s partnership with Bowel Cancer UK with by turning TV’s most famous confessional space into a safe space to turn toilet taboos into talk-worthy topics.
Health Is
Initiative
The “Health Is” campaign, a collaboration between Bupa, Initiative, Momentum, and Channel 4, redefined how media engages with disabled audiences and sparked a lasting movement for inclusion. Centred around the Paralympic Games, the partnership delivered bespoke branded content that deepened cultural understanding of disability and set ...
Highlight Your Balls
UM Central
Testicular Cancer Awareness Month is a crucial targeting period for The Testicular Cancer Society but holding the attention of 15–35-year-old men isn’t easy. Research showed that young men ignored traditional self-check messaging and found it dull, but humour proved incredibly effective. UM Birmingham and FP7 McCann teamed up to create...
Listerine 'Cleaning the Nation'
UM London
The UK population lives up to the negative stereotype that we don’t care about our teeth. 66% of UK adults have visible plaque and over 50% admit to neglecting taking care of their teeth. Listerine, the UK market leader for mouthwash, knew they had a challenge on their hands. In order to achieve our business goals of increasing p...
Remington GRWM: My Hair Journey
Channel 4
GRWM: My Hair Journey is a celebration of hair as a powerful extension of identity, challenging outdated beauty ideals and embracing diversity. The partnership led to the launch of Remington ONE, a gender-neutral, multifunctional range designed for all hair types. Through the innovative GRWM: My Hair Journey series, we spotlighted real...
Streams of (un)consciousness
PHD UK
If you suffer a cardiac arrest outside of hospital, a Gen Z’er is most likely to be equipped to save your life. So, to raise awareness of the BHF’s RevivR CPR training, we put one of Gen Z’s favourite pastimes into cardiac arrest. Partnering with 14 UK gamers (combined following 11m), we simultaneously ‘flatlined’ their Twitch s...
TENA MEN: Get men speaking about leaking
Zenith UK
Male incontinence effects 27% of men over 40, but nobody talks about it because they think it “just effects kids, mums and old people”. In partnership with a former England Rugby captain, and TalkSPORT, we made bladder weakness part of the conversation and grew sales by +23% as a result.
MEDIA PARTNERSHIPS: BUDGET OVER £250K
Butlins: No More Famously Unappealing
EssenceMediacom
Deliveroo x Mob: Putting London in the Mood for Food
Initiative
Londoners spend over 200 hours a year “popping to the shops” – that's 8 entire days lost to quick dashes for groceries. Despite Deliveroo’s On-Demand Grocery service providing the perfect solution to give that time back, Londoners were staying loyal to this age-old ritual. To turn things around, we needed to stage a cultural interventi...
How IKEA Drove Double Digit Mattress Growth By Getting The Nation Off Their Screens And Into Bed
iProspect
The UK is a sleep deprived nation, with most of us only getting a paltry 6 hours sleep per night. The cause? Media. With the endless brilliant content on TV, streaming & smartphones, we can’t help but put off a good night’s sleep to watch just one more…. iProspect identified the habits & moments where sleep was being hindered ...
Is your door in the draw?
the7stars
Here’s how asking the public one simple question about their front doors reversed four years of declining sales and delivered People’s Postcode Lottery’s biggest year ever in sales, which will ultimately deliver £340m to UK charities.
Life, Death and Rock 'N' Roll
Carat UK
ding the entries. I thought your exec summary for FNC could be was - how's this? Co-op Funeralcare tackled the nation's discomfort with discussing death by launching the bold TV series Celebrity Send Off in partnership with Channel 4. This innovative campaign featured celebrities planning each other's funerals, breaking the tabo...
Not All Heroes Wear Spandex - Some Give Blood!
MG OMD
The NHS urgently needed more blood donors to come forward meet hospital needs, with the number of new donors signing up dropping significantly between January-May 2024. However, due to other pressing personal and social issues hitting the media headlines and distracting the nation, we needed to find a new way to make blood appeals cut ...
INSIGHT & INNOVATION
BEST USE OF INSIGHT
Canada Goose Next Generation Engine
Initiative
In an increasingly competitive luxury goods market, Canada Goose not only needed to ensure that every pound spent packed a punch, but they also needed a truly data led approach to future proof the brand and take our planning to the next level. Built upon three-year worth of global media data and underpinned by 100,000 data points our n...
How IKEA Drove Double Digital Mattress Growth By Getting The Nation Off Their Screens And Into Bed
iProspect
The UK is a sleep deprived nation, with most of us only getting a paltry 6 hours sleep per night. The cause? Media. With the endless brilliant content on TV, streaming & smartphones, we can’t help but put off a good night’s sleep to watch just one more…. iProspect used insight to identify the habits & moments where sleep was bein...
If you're into it. It's in the V&A
PHD UK
Most people in the UK have heard of the V&A but less than a third felt familiar with the museum and its collection. Further qualitative research revealed that many of the V&A’s target audience thought the museum had nothing relevant to their interests. ‘If you’re into it, it’s in the V&A’ was created to change this percep...
LITTLE TREAT DRUMBEAT
LADbible Group
LADbible’s deep understanding of shifting cultural trends uncovered a seismic change in how Gen Z consumes coffee – from the increasing rejection of coffee snobbery to the use of coffee as a fashion accessory. This combined with the viral ‘Little Treat Culture’ phenomenon became the foundation for Costa Coffee and LADbible’s ‘Little Tr...
Media without the Mainstream
OMD UK
Higher education is the strongest indicator of future economic mobility and The Open University was founded to democratize education for all. But a stark disparity persisted between the percentage of the population identifying as Black and Asian and their representation within the OU student body. We created a campaign fuelled by...
Money Talks
UM London
The cost of living isn’t only a financial crisis. It is a mental health crisis. UK suicide prevention charity CALM (Campaign Against Living Miserably) has seen a 43% increase in calls to their helpline regarding financial difficulties impacting mental health. To fulfil their mission to stand together against feeling hopel...
THIS IS ME45
Channel 4
E45, a trusted skincare brand for 70 years, faced the challenge of staying relevant in a competitive market while deepening its emotional connection with younger, diverse audiences. In response, E45’s THIS IS ME 45 campaign redefined the brand by focusing on the unique skincare needs of transgender individuals during their transition j...
CREATIVE IDEA: BUDGET UNDER £250K
A week in Blackpool: Illuminating dementia through hyper-localised and unmissable OOH
Medialab Group
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’s goal was to set the people who are concerned about their own, or a loved one’s, symptoms on the path to diagnosis. However, starting a path to diagnosis is im...
An UnXpected approach to road safety
Wavemaker UK
Men aged 17-24 are four times more likely to be killed or seriously injured and speeding is the biggest contributing factor. Our challenge was to connect authentically with these men and make them rethink their speed and adopt safer behaviours while driving. Our solution: Unexpected FM, using the tropes of pirate radio stations...
Dulcolax, talking shit
Hearts & Science
Dulcolax is the global leader in the laxative market. Yet while the number of constipation sufferers was increasing, the laxative category was somehow decreasing. Research revealed that people won’t talk about their constipation. Hearts & Science launched a campaign that defied pharmaceutical conventions and aimed to bre...
Gladiator II turns Piccadilly Lights to stone
Wavemaker UK
To mark the release of Paramount Pictures’ Gladiator II, we conquered London’s most epic advertising location and took people back to AD 211 resulting in Ridley Scott’s most successful Box Office in the UK ever. This world-first collaboration with Paramount Pictures and four of the UK’s biggest brands Samsung, Trainline, TK Maxx...
Health Is
Initiative
The “Health Is” campaign didn’t just transform how media engages with disabled audiences, it ignited a movement for inclusion, dismantling systemic barriers in creative industries. At its heart was the Kings Cross St Pancras Immersion Zone, where Initiative, Momentum, and JC Decaux re-engineered the space through a revolutionary creati...
Lidl Jacket
OMD UK
It’s late October 2024 and Berghaus have launched their AW 24 Icons collection with Oasis frontman Liam Gallagher sporting their unmistakably Lidl-coloured jacket. Part of the campaign included a series of murals of Liam in the jacket – so we decided to paint a Wonderwall. Enter stage left the “Lidl Jacket”. 24 pence worth of iconic Br...
Shave Club
OMD UK
OneBlade’s Shave Club redefined male grooming, combining sharp humour, fan truth, a YouTube ban and balls-to-the-wall-bravery. Shunning shiny chests and chiselled jawlines, we stepped away from the earnest tone of our competitors, embracing comedy to get our audience’s attention. No beating around the bush, we had to be ...
Streams of (un)consciousness
PHD UK
If you suffer a cardiac arrest outside of hospital, a Gen Z’er is most likely to be equipped to save your life. So, to raise awareness of the BHF’s RevivR CPR training, we put one of Gen Z’s favourite pastimes into cardiac arrest. Partnering with 14 UK gamers (combined following 11m), we simultaneously ‘flatlined’ their Twitch s...
CREATIVE IDEA: BUDGET OVER £250K
Glitching into Culture: Audible's 1984 Takeover
Wavemaker UK
Audible's 2024 launch of their star-studded "1984" adaptation was a masterclass in leveraging cultural relevance and innovative marketing. Capitalising on the novel's renewed popularity, the campaign targeted both dedicated fans and those familiar but yet to read it. The two-phase strategy began with a tease phase, disrupting ev...
How IKEA Drove Double Digital Mattress Growth By Getting The Nation Off Their Screens And Into Bed
iProspect
The UK is a sleep deprived nation, with most of us only getting a paltry 6 hours sleep per night. The cause? Media. With the endless brilliant content on TV, streaming & smartphones, we can’t help but put off a good night’s sleep to watch just one more…. iProspect identified the habits & moments where sleep was being hindered and...
How we used one of the internet’s hottest memes to deliver EuroMillions’ biggest draw in over a decade and raise more money for good causes than Comic Relief
Hearts & Science
EuroMillions allure was fading—until we ditched tradition with a bold, “meme-first" strategy. We used playful social content and a hit podcast to turn EuroMillions into a cultural icon. The result? Record-breaking sales, £41.9M raised for good causes, and a renewed sense of wonder around winning big.
If you're into it. It's in the V&A
PHD UK
Most people in the UK have heard of the V&A but less than a third felt familiar with the museum and its collection. Further qualitative research revealed that many of the V&A’s target audience thought the museum had nothing relevant to their interests. ‘If you’re into it, it’s in the V&A’ was created to change this percep...
José Mourinho And Snickers Deliver Roasts To Your Mates
EssenceMediacom
The Campaign That Went So Wrong, It Went Right
OMD UK
McRib_Test.notification_16.10.24 [TEST] ...the push notification sent to 1.8m users of the McDonald’s app, kickstarting a series of playful blunders that teased the return of the iconic McRib. The McDonald’s menu item is followed by a legion of loyal fans worldwide who track it’s appearance across the globe. We ha...
There’s something in the water in Yorkshire
Goodstuff
Tea is a decreasing part of younger drinkers’ repertoire, and brand preference for Yorkshire Tea shrinking within it, so we needed to give the brand a boost of cultural relevance across the summer. The Olympics were the perfect opportunity because Yorkshire produces more Olympians than any other UK county, and, in isolation, placed abo...
NEW: BEST COMMERCE MEDIA STRATEGY
Andrex gets comfortable with Commerce Media
PHD UK
In the new battle for shoppers’ grocery budgets in the toilet roll aisle, this is how Andrex created a new approach, complementing its brand activity with something that worked harder at the bottom of the purchase funnel by identifying and targeting 5 specific buying audiences through retail media.
Celebrating 200 years of Cadbury
Tesco Media and Insight Platform
It’s not every day that a brand hits its 200th birthday—so when Cadbury reached that milestone in 2024, it was understandably keen to celebrate. Mondelez and Tesco Media delivered a commerce media strategy that radiated generosity and joy. The “Yours for 200 Years” campaign went above and beyond to celebrate the confectioner’s rich her...
Putting the ‘U’ in Beauty: Leveraging retail media to reignite brand loyalty in premium beauty
Boots Media Group
In response to "dupe" culture and shifting consumer behaviour, Boots and Estée Lauder Companies (ELC) leveraged retail media through Boots Media Group (BMG) to re-engage consumers and enhance brand loyalty. Using Boots Advantage Card data and market insights, we discovered that shoppers were trading down to value alternatives, challeng...
Soft Server 2.0
Mindshare UK
Soft Server 2.0 powered an innovative commerce media strategy, using weather, stock, and consumer behaviour data, driving unprecedented ROI. We transformed advertising from a cold call to a warm invitation, delivering the right message at the right moment to boost ice cream sales.
Tony's Chocolonely - A commerce media triumph driving triple digit growth
Acorn-i
Tony’s Chocolonely, in collaboration with Acorn-i, has revolutionized its commerce media strategy on Amazon, achieving remarkable growth and overcoming significant operational challenges. Appointed as Tony’s Amazon agency in January 2024, Acorn-i leveraged its expertise to enhance Tony’s retail media presence, resulting in a 118% s...
Vauxhall ‘Charging Britain’
Starcom
Faced with strict Government regulation, intense competition and low consideration, Vauxhall forged a unique partnership with Tesco to boost EV sales. In the first ever full funnel commerce campaign for an automotive brand, we connected Tesco’s touchpoints to each stage of the EV buyer journey, leading to significant uplifts in brand c...
PRODUCT INNOVATION – MEDIA AGENCY
Breaking Barriers with BSL
MG OMD
Timely visits to the GP are crucial when people have signs/symptoms of cancer, but there are a number of barriers holding people back. Our campaign was designed to address this. While our primary audience was adults aged 50+ from C2DE groups who are more likely to be diagnosed with cancer, we wanted to ensure this crucial, lifesaving m...
Delivering Data Democratisation
MG OMD
Media agencies face big challenges in collecting, storing, and organising campaign data. Without an integrated system, they waste time manually gathering and formatting data, delaying insights for clients. This slows down decision-making and campaign optimisation, frustrating clients and hindering future planning. It’s important...
EM Sidekick: AI That Works, Day-In, Day-Out
EssenceMediacom
How Journey Further’s Salient technology revolutionised Healthcare marketing and delivered stand out results for Boots Hearingcare
Journey Further
In a groundbreaking collaboration, Journey Further’s proprietary Salient™ platform transformed Boots Hearingcare's digital marketing by developing an innovative appointment availability tracking system that seamlessly integrated with Google Ads. This revolutionary approach not only achieved ambitious growth targets but demonstrated the...
Profit Ability 2 - The Biggest Breakthrough Since The Long & The Short Of It
EssenceMediacom
The Availability Engine
OMD UK
Every year 9m homeowners experience issues that need a quick fix - from a boiler on the blink to a blocked drain ruining bath time. British Gas' army of engineers are a key point of difference in a ferocious category, but they were losing out to local tradesmen who were seen as more reliable and accessible. We had a supply and de...
Up To Good Fund
MG OMD
Our clients, giffgaff, a certified B Corp telecommunications company, wanted to ensure that their media plans reflected their company orientation around the triple bottom line of people, planet, and profit. As their media agency we wanted to ensure that their media investment could match these principles and become a force for good in ...
PRODUCT INNOVATION – MEDIA OWNER
ANPR Ad-tech
i-media
i-media’s new ANPR data ad-tech delivers real-time precision targeting at scale in OOH. It has opened up a new revenue stream for OOH, and generated incremental revenue of £4m across 2024. The ad-tech has enabled clients to utilise OOH for campaigns requiring real performance metrics for the first time. ANPR activated campaigns have ...
DAX ID
Global, the media & entertainment group
Digital audio is booming. With a 28% audience increase since 2019, they spend 16+ hours a week listening across devices. Smart speakers account for 60% of online radio streaming and smart phone listening reigns in terms of hours. With this growth came a challenge. A lot of new content is in closed mobile app environments and sma...
EDITS: Mail Metro Media’s bespoke-to-client video innovation
Mail Metro Media
Mail Metro Media developed EDITS, our innovative video storytelling product, by leveraging our huge social media influence and editorial expertise, creating a simplified, high-impact solution for advertisers. EDITS offers five social-first video themes adaptable across multiple industry verticals like beauty, fashion, travel, and...
Optimising Cinema's Role in the AV Mix - Digital Cinema Media and Lumen Research
Digital Cinema Media and Lumen Research
With less than 0.6% share of UK media investment, it’s a perpetual challenge to get brands and media agencies to add cinema into their plans. Plus, with marketers and agencies leveraging an ever-increasing amount of data to improve the relevance of communications, the challenge was to stack up against the growing tide of digital video....
Why Optix is a gamechanger
JCDecaux
What if you could upload your OOH creative into a portal which would place it into the actual OOH site your media team is planning to book – you could see it as part of a moving video street scene, accessed via your desktop and through harnessing AI and rich data get feedback on how your creative will perform live on the streets? It mi...
TOTAL COMMUNICATIONS CAMPAIGN
Betfair Sam Trumps The US Election
EssenceMediacom
How The National Lottery super supported Team GB and ParalympicsGB to 189 gold medals
Hearts & Science
We inspired the whole nation about the transformational impact of playing The National Lottery on British athletes’ lives. Our “super supporter” strategy cut through the sea of corporate badging, putting TNL at the heart of the emotion and action. Unmissable formats, cutting edge dynamic media and two integrated partnerships brought fa...
If you're into it. It's in the V&A
PHD UK
Most people in the UK have heard of the V&A but less than a third felt familiar with the museum and its collection. Further qualitative research revealed that many of the V&A’s target audience thought the museum had nothing relevant to their interests. ‘If you’re into it, it’s in the V&A’ was created to change this percep...
Nationwide Student: fuelling the first taste of independence
Wavemaker UK
Let’s be honest. Opening a bank account is probably one the most boring aspects of starting university. We wanted to get new students to sign up for Nationwide’s Flex Student account, but knew any communications we deployed would be competing with a myriad other messages vying for their attention. We realised that university i...
Tesco Christmas: The Gingerbreadification Of The Nation
EssenceMediacom
The Campaign That Went So Wrong, It Went Right
OMD UK
McRib_Test.notification_16.10.24 [TEST] ...the push notification sent to 1.8m users of the McDonald’s app, kickstarting a series of playful blunders that teased the return of the iconic McRib. The McDonald’s menu item is followed by a legion of loyal fans worldwide who track it’s appearance across the globe. We ha...
Turning Predictable Into Paranoia: How The UK's Most Trusted Broadcaster Embraced Its Dark Side
Havas Media Network
This is a tale of how the BBC brought some allure back to the reality TV genre, weaponising its reputation as the UK’s most trusted broadcaster to catch audiences off guard and pull them into the shadowy world of The Traitors. We plunged audiences into a world of lies, betrayal, and paranoia; a guilty pleasure steeped in treachery. ...
INTERNATIONAL CATEGORIES
BEST INTERNATIONAL STRATEGY
eBay & Queer Eye Win Big With LGBTQIA+ Community
EssenceMediacom
Glitching into Culture: Audible's 1984 Takeover
Wavemaker UK
Audible's 2024 launch of their star-studded "1984" adaptation was a masterclass in leveraging cultural relevance and innovative marketing. Capitalising on the novel's renewed popularity, the campaign targeted both dedicated fans and those familiar but yet to read it. The two-phase strategy began with a tease phase, disrupting ev...
It's Possible
Mediahub UK
Is it possible to build a profitable social media platform that’s additive instead of addictive? To enhance, instead of distract? To maximise real life - moments big and small? Pinterest said yes! Pinterest empowers users to take ideas from screens to real life, bridging the gap between creativity and practicality. Through b...
Pringles: Rising Stars
Yahoo & Carat
In 2024, Pringles and Yahoo launched Rising Stars, a groundbreaking gaming tournament designed to level the playing field between casual players and pros. The campaign aimed to make gaming more inclusive by giving everyday gamers a fair shot at victory, with pro players intentionally distracted by humorous pranks and challenges, voted ...
Run Your Way
Mediahub UK
New Balance is a 100-year-old family-owned challenger brand. Our Brand Pulse global tracking data showed this success was undermining its position as a performance leader. In 2022 we set a goal to become #3 in Europe in 2024. Our challenge was that New Balance is now a fashion icon – we needed to rebuild running with authenticity. ...
The Truth Lies
IPG Mediabrands Red Snap
Black Ops 6 - The world’s biggest game franchise - classified Top Secret. We bring breaking news: leaked documents reveal in the months leading up to launch, a team of IPG Mediabrands operatives ran a covert mission with the sole purpose of making this the game’s most successful launch ever. We understand this miss...
BEST OF THE BEST CATEGORIES
AGENCY TEAM OF THE YEAR
Effectiveness Team / MG OMD
MG OMD
The MG OMD Effectiveness Team has placed effectiveness at the centre of the agency’s offering, delivering measurable impact for clients. At the end of 2023, the team faced challenges with an undersised and unbalanced structure. To address this, we implemented a comprehensive growth plan, recruiting specialists across Data, Analysis, Te...
Gaming Team, Havas Entertainment
Havas Media Network
Havas Entertainment Gaming Team (GT) had a remarkable 2024, achieving 60% growth in billings and income while securing four new clients, retaining three through competitive pitches, and expanding existing accounts into new markets. Combining a passion for gaming with innovative media strategies and a commitment to diversity, the team r...
Partnerships Team / MG OMD
MG OMD
By consistently challenging the status quo, the Partnerships Team at MG OMD has delivered unrivalled success through strategic thinking, creativity, innovation, culture and commercial. 15 awards, £64m worth of billings and more than 2% revenue growth for our clients has marked 2024 as our most successful yet.
Team Mondelez - Publicis Media
Spark Foundry
Publicis Media has set a new standard of excellence as the media partner for Mondelez, delivering innovative campaigns across 28+ brands and achieving outstanding results, including a +31% ROI for Cadbury Dairy Milk. The best MMM results since 2018 and second best in a decade. By integrating strategic foresight, data-driven insights, a...
The EM Sidekick Team Of Two: A Labour Of Love
EssenceMediacom
COMMERCIAL TEAM OF THE YEAR
DCM Studios / Digital Cinema Media
Digital Cinema Media
DCM Studios has redefined cinema advertising, transforming it from a simple extension of TV or digital campaigns into a creative-first platform harnessing the big screen’s power. Founded in 2017 as part of Digital Cinema Media (DCM), this in-house team has consistently raised the bar by blending creativity, technology, and collaboratio...
Guardian Advertising
The Guardian
In a year when people talked the talk about responsible advertising, the Guardian embedded it into the fabric of their sales offering. The world is on fire: literally and metaphorically. In 2024 half the world went to the polls against a backdrop of misinformation and disinformation. Trump 2.0 has seen the US withdraw from the P...
LADbible Group
2024 has been a transformative year for LADbible Group, solidifying our position as a global entertainment leader. Our commercial team has driven this success, achieving 39% year-on-year revenue growth and surpassing £43M —our highest-ever earnings. By focusing on creative, social-first campaigns, we have delivered unmatched engagement...
Ocean Outdoor
The Ocean commercial team has had another year of exceptional growth, fueled by innovative and strategic thinking and a deeper understanding of agency and client needs. We have bridged knowledge gaps through in-person and immersive experiences like The Great ADventure and The Lab, and successfully generated new revenue streams via Ocea...
The Telegraph
Telegraph Media Group
This is a story of continuous growth from a team that doesn’t stop innovating and has future-proofed its business with digital and partnerships revenue set to overtake print revenue for the first time in 2025.
Times Media
2024 was a transformative year for the digital operations of Times Media. Faced with disruption and change, the commercial team broke new ground, adapting and innovating to create winning advertising solutions and packages for some of the world’s biggest brands, including Google, BT, Chanel and Waitrose. One key decision was to put ‘su...
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