The Results 2015
WINNER
Game Before The Game
R/GA London
Client: Beats by Dre
Just days before the start of the 2014 FIFA World Cup, audio brand Beats by Drereleased ‘The game before the game’, a five-minute film featuring top footballers, including Neymar and Robin van Persie, and celebrity fans, all wearing Beats headphones. As Beats was not an official sponsor, it sought to ow...
WINNER
The Oreo Eclipse
PHD
Client: Mondelez International / Oreo
The UK media loves a story involving the weather. Oreo took this to heart and used March’s total solar eclipse to create its own version – the Oreo Eclipse – with the aim of placing the biscuit brand at the centre of a national conversation.
For the duration of the eclipse, specially created executions on di...
For the duration of the eclipse, specially created executions on di...
Highly Commended: Take Heart
Moreish Marketing
Client: LV= / LV= Retirement Solutions
Finalist: Shave the Rainforest
Lucky Generals
Client: Paddy Power
Finalist: ‘Sure keeps London moving, even when the tube stops’
DLKW Lowe
Client: Unilever / Sure
WINNER
Always #LikeAGirl
Leo Burnett London
Client: Procter & Gamble / Always
Research by feminine-hygiene brand Always showed that many girls suffer a crisis of confidence during puberty, and that gender stereotyping through language has a big impact. In particular, Always zeroed in on the way in which the phrase ‘like a girl’ is widely seen as an insult, implying that whatever a girl does is not goo...
WINNER
Rainbow Laces
Lucky Generals
Client: Paddy Power
Homophobia in football is often referred to as the sport’s last great taboo. Two years ago, bookmaker Paddy Power and LGBT-equality charity Stonewall forged a partnership to tackle the issue.
The inaugural campaign was a great success, but it stepped up a level in 2014, with activity featuring the first team of Premier League s...
The inaugural campaign was a great success, but it stepped up a level in 2014, with activity featuring the first team of Premier League s...
Highly Commended: Rural Roads
Abbott Mead Vickers BBDO
Client: Department of Transport / Think
Finalist: Flora Pro.Activ
adamandeveDDB
Client: Unilever / Flora Pro.Activ
Finalist: Save The Children Christmas Jumper Day
adamandeveDDB
Client: Save The Children
WINNER
Christmas is for Sharing
Abbott Mead Vickers BBDO
Client: Sainsbury’s
It’s not just about the gifts, it’s about who you share them with. This insight formed the basis of Sainsbury’s 2014 Christmas ad campaign and led to a creative idea in partnership with The Royal British Legion, which focused on dramatising the ultimate expression of ‘sharing at Christmas’. ...
Highly Commended: Sorry I Spent It On Myself
adamandeveDDB
Client: Harvey Nichols
Highly Commended: Monty's Christmas
adamandeveDDB
Client: John Lewis
Highly Commended: Missing Type
Engine
Client: NHS Blood and Transplant / National Blood Week
Finalist: Marmite Neglect
adamandeveDDB
Client: Unilever / Marmite
WINNER
Always #LikeAGirl
Leo Burnett London
Client: Procter & Gamble / Always
Procter & Gamble’s Always feminine-hygiene brand has long had ‘confidence’ at its core, but expressed this in only functional terms. It needed to extend this into emotional territory to remain relevant to its key target audience of younger women.
Research showed that many girls suffer a crisis of confidence during puber...
Research showed that many girls suffer a crisis of confidence during puber...
Highly Commended: Re-engineering the Tube's Reputation
M&C; Saatchi
Client: Transport for London
Highly Commended: Meet the World
Lucky Generals
Client: Web Reservations International / Hostelworld
WINNER
ASDA & Gleam Futures
YouTube Influencer Programme
Gleam Futures, an agency that manages the UK’s top vlogging community, formed a partnership with Asda to introduce a YouTube influencer programme through the retailer’s Mum’s Eye View channel. The channel, which went live in 2014, features fashion and beauty tips, health advice and child-friendly recipes, p...
Finalist: Liftshare and DigitasLBi
Finalist: Elite: Dangerous and Jellyfish
WINNER
Finally Proof That Social Ads Work
Vizeum and iProspect
Client: IKEA
IKEA wanted to quantify social media’s effectiveness beyond racking up ‘likes’, and assess how important its role was in the overall marketing mix.
Vizeum and iProspect teamed up with mobile operator EE and Facebook to track how many people who saw Facebook ads then went into an IKEA store. Two groups were created: on...
Vizeum and iProspect teamed up with mobile operator EE and Facebook to track how many people who saw Facebook ads then went into an IKEA store. Two groups were created: on...
Highly Commended: Google World Cup
R/GA London
Client: Google
Highly Commended: Google Year in Search
R/GA London
Client: Google
Highly Commended: ECB Direct Player Communications - A New Approach
Two Circles
Client: England and Wales Cricket
Finalist: Personalised Video for Lending
Barclays
Finalist: The Economist
um london
Finalist: Harnessing the Power of Data
Accenture UK
Client: RBS 6 Nations Championship
WINNER
Programmatic Christmas Campaign
Infectious Media
Client: John Lewis
John Lewis’ Christmas ads have become an advertising institution – highly anticipated and then much-discussed once on-air. To maximise the impact of the 2014 campaign, Infectious Media ran the world’s first ‘tailored takeover’ for the retailer, where ads served online were specific to users, ...
WINNER
A New Approach to Ticketing in London
M&C; Saatchi
Client: Transport for London
Following the success of the Oyster card, London became the first major city in the world to accept contactless payment cards for travel, representing innovation at a global scale.
This project has introduced groundbreaking technology, which has revolutionised the need for paper ticketing, offering a way to a...
This project has introduced groundbreaking technology, which has revolutionised the need for paper ticketing, offering a way to a...
Highly Commended: Personalised Video for Lending
Barclays
Highly Commended: Emoji Passcode
10x
Client: Intelligent Environments
Finalist: Shell Morro da Mineira
J. Walter Thompson
Client: Royal Dutch Shell / Shell
WINNER
Unruly
Viral Video Pioneers
One of Rebekah Brooks’ first acts upon returning to the helm of News UK in September was unveiling the £114m acquisition of Unruly, thrusting the nine-year-old social-video ad platform into the spotlight.
The deal capped an amazing first decade for the company, which was founded by Scott Button, Matt Cooke and Sarah Wood....
The deal capped an amazing first decade for the company, which was founded by Scott Button, Matt Cooke and Sarah Wood....
WINNER
Katie Powell
director of marketing & communications, OS
When Katie Powell joined Ordnance Survey in February 2014 as chief marketing officer, she was already firmly on the marketing map – she had an established reputation as the marketer who launched the Thomson Reuters brand and the creator of maternity jeans brand Mama Jeanius. But Powell’s new role proved to be her toughest challenge ...
Highly Commended: Peter Duffy
VCCP
WINNER
Berwin Leighton Paisner
In the space of 18 months, the marketing team at law firm Berwin Leighton Paisner has transformed the way in which legal advice is delivered, by applying visual techniques such as infographics to more than 500 cases.
The team created the concept after studying 5000 pages of legal documents and identifying more than a...
The team created the concept after studying 5000 pages of legal documents and identifying more than a...
Finalist: Audi UK
Finalist: Brainlabs
WINNER
adam&eve;/DDB
Adam & Eve/DDB is no stranger to awards, having picked up a mere 14 at Cannes Lions this year, including a Grand Prix for John Lewis, not to mention 16 D&AD wood and graphite pencils in 2015.
It was the most shortlisted agency in our inaugural New Thinking Awards. And while it didn’t win outright in the categories - the...
It was the most shortlisted agency in our inaugural New Thinking Awards. And while it didn’t win outright in the categories - the...
WINNER
Airbnb
Airbnb came along at just the right time to tap into the new millennial consumer mindset and play a key role in the development of the burgeoning sharing economy.
Since its inception in 2008 in the US, the accommodation website has expanded to 190 countries and 34,000 cities. The brand has built a strong presence in&...
Since its inception in 2008 in the US, the accommodation website has expanded to 190 countries and 34,000 cities. The brand has built a strong presence in&...
WINNER
Always #LikeAGirl
Leo Burnett London
Client: Proctor & Gamble / Always
Procter & Gamble’s Always feminine-hygiene brand has long had ‘confidence’ at its core, but expressed this in only functional terms. It needed to extend this into emotional territory to remain relevant to its key target audience of younger women.
Research showed that many girls suffer a crisis of confidence during puber...
Research showed that many girls suffer a crisis of confidence during puber...