The Results 2015

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...

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...

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

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...

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...

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

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

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...

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

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

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...

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

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, ...

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...

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

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....

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

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...

Finalist: Audi UK

Finalist: Brainlabs

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...

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&...

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...

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