1
Grand Prix
The best of the best, a non entered category but all awarded entries will be considered for this top award. Chosen from all the award winning work and announced at the awards
Award
Company/Agency
Mind
Entry image
Executive summary
In 2020 Mind’s long-running strategy had been for the ‘1 in 4 people that have a mental health problem’. We fought stigma, we got people talking and we appealed to middle-aged, middle class, white women. And then everything changed. The pandemic and the killing of George Floyd changed the world forever. Uncomfortable truths about our organisation, the mental health system and the mental health of young people, Black people and those in poverty were unavoidable. None of these audiences trusted us. We needed to speak up boldly and consistently to win them over. This would be a massive shift on social media. Our tentative, wellbeing content was no longer tenable, but we knew topics like racism, benefits and trans rights would cost us followers. We knew it was the right thing to do. We started by being more reactive. We called out powerful people. We shared relevant, diverse first-person stories. We used inclusive language. We gave our platform to relevant small organisations. We made people angry, but we n
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1
Chair Award
Chosen by the chair of the judging panel as their personal favourite and announced at the awards
Award
Company/Agency
Rethink
Client
Kraft Heinz Canada
Entry image
Executive summary
Through social listening and cultural commentary, we uncovered one of the world’s most controversial injustices: hot dogs come in packs of 10 and buns come in packs of 8. Why? It’s archaic, a travesty and frankly, a serious waste of hot dogs. As the condiment of summer, Heinz needed to put an end to the madness. Long celebrated for making hot dogs even better, we knew Heinz could play the role of hero by brokering a deal to once and for all fix the uneven package conundrum. The solution was to create The Heinz Hot Dog Pact - a rally cry for hot dog and bun companies to finally make even packages.
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4
In-House Brand Team of the Year
Description
This category will recognize an in-house client side/brand team who has demonstrated excellence over the past year.
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Nominated
Company
Baker Hughes
Summary
Baker Hughes is an energy technology company. Through compelling storytelling, we use social media to spark interesting conversations on the the role of energy technology in enabling the energy transition—humanizing the tech, people, and partnerships taking energy forward.
Entry image
Entry credits
- Fran Riley, Sr. Social Media Manager , Baker Hughes
- Julie Cochran , Social Media Leader at Baker Hughes, Baker Hughes
- Shelley Vendryes , Social Media Manger, Baker Hughes
- Ladan Slack-Smith, VP Brand Marketing, Baker Hughes
- Laure Brooks , Digital Content Leader- Brand Communications , Baker Hughes
- Dan Mottola, Brand Marketing Manager, Baker Hughes
- Lindsay Brown, Brand Strategy, Baker Hughes
- Alessandro Antonelli , Communications and Corporate Brand Leader, Baker Hughes
- Pam Evans, Digital Operations Program Manager, Baker Hughes
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Nominated
Company
Ivanti
Summary
Ivanti knows that in the era of the #EverywhereWorkplace, connection is everything. Ivanti’s social media team knew that one way to achieve this goal of instilling a sense of community was through a robust employee advocacy program. In 2022, Ivanti's social media team, consisting of Director of Social Media, Jamie Whalen, Senior Social Media Manager, Jason Bruce, and Communications Strategist, Kristen Fohrer DeArman undertook the challenge of revitalizing Ivanti's employee advocacy program. A revamped program launched in mid-April, complete with a growing partner program, influencer participation, and enticing incentives for top performers. The social media team grew participation in employee advocacy from 23% in 2021 to 44% by mid 2022. To date, through employee participation in this social program, Ivanti has saved an estimated $1,500,000 in earned media value.
Entry image
Entry credits
- Jamie Whalen, Director, Social Media, Ivanti
- Jason Bruce, Senior Manager, Social Media, Ivanti
- Kristen Fohrer DeArman, Communications Strategist, Ivanti
Entry video
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Highly Commended
Company
T-Mobile
Client
T-Mobile
Summary
T-Mobile’s Social team is impressive, considering how much it has achieved since forming less than a year ago. The team has driven excellent results, developed innovative concepts while fostering a highly collaborative culture and a diverse workplace. This award would recognize the hard work to not only drive industry leading efforts, but also the team’s highly effective operation and commitment to diversity.
YOY, the Social team drove impressive efficiency improvements. For example, YOY in Q2 2022, Cost/ Lead fell by -26%. The team has leveraged best practices, but also has made a concerted effort to stand apart from other telecom advertisers with innovative solutions like the BTS celebrity filter on Snapchat or creating its own custom emoji to accompany the launched #iLoveTMobile hashtag.
This would not be possible without a highly collaborative culture which allowed the team to thrive during the period of rapid growth, while in-housing efforts from former agencies. Starting with just several people in mid-2021, before in-housing, the team grew 400% while in-housing Social efforts. To this day, the team is a highly cohesive group, who finds time to play hard alongside working hard to deliver strong results.
With diversity as a cornerstone of T-Mobile, the Social team has been a strong proponent of equity in the workplace. As the team was coming together, there was a proactive effort for advancement of women. By early 2022, the team reached the notable 50/50 female to male ratio.
Entry image
Entry credits
- Andrew Ronnfeldt, Sr Manager, Programmatic Marketing, T-Mobile
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Award
Company
D3 In-House Agency at Frito-Lay North America Inc.
Summary
Most brands struggle and ultimately fail in their quest to achieve iconicity. By contrast, Frito-Lay has established an entire portfolio of iconic brands by taking a “social-first” approach to brand building. Our roster of brands including LAY’S®, DORITOS®, RUFFLES®, FRITOS®, SMARTFOOD® and TOSTITOS® (to name but a few) are representative of this success and are among America's best-loved and most talked about consumer products. In addition to being fan favorites here in America, they are also catalysts and contributors to culture and consumer conversation the world over.
Our in-house Team of Social Media Specialists has been a key driver of Frito-Lay’s continued success, helping embed our brands in popular culture and scale person to person conversation across a variety of social channels. Our dedicated team of full-time Social Media Strategists and Community Managers single-handedly lead the strategy and execution across our Frito-Lay brands, having delivered millions of organic impressions and consumer engagements YTD. By in-housing and centralizing organic social media activity we have streamlined ways of working and generated significant cost savings vs. external agency benchmarks. This approach has also enabled us to move faster and with greater agility, capitalizing on moments of cultural salience as they unfold in real time.
Despite industry rumors to the contrary, the Frito-Lay D3 In-House Social Team has proven brands can (still) achieve Organic Social Media success, delivering distinct benefits back to the business in compliment to one's Paid Social Media Investments.
Entry image
Entry credits
- Chris Bellinger, VP Creative & Digital , Frito-Lay North America Inc.
- James Clarke, Sr. Digital Digital & Social, Frito-Lay North America Inc.
- Kelsey Greer, Concept and Social Director, Frito-Lay North America Inc.
- Erin Higgins, Associate Social Director, Frito-Lay North America Inc.
- Lauren Kozar, Sr. Social Strategist, Frito-Lay North America Inc.
- Cilla Sutfin, Sr. Social Strategist, Frito-Lay North America Inc.
- Carson Bursey, Social Strategist, Frito-Lay North America Inc.
- Sophie Francey, Social Strategist , Frito-Lay North America Inc.
- Jordan Gilliam, Social Strategist , Frito-Lay North America Inc.
- Ryan Haddox, Social Strategist, Frito-Lay North America Inc.
- Alana Miller, Sr. Community Manager, Frito-Lay North America Inc.
- Kyle Davis, Sr. Community Manager, Frito-Lay North America Inc.
- Alex Wang, Community Manager, Frito-Lay North America Inc.
- Jasmin Smith, Community Manager, Frito-Lay North America Inc.
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3
Community Manager of the Year
Description
Nominated
Company
UKTV (UKTV Play)
Summary
As social media manager for UKTV Play, Duncan has nurtured a passionate following of highly-engaged fans in key demographics, through a combination of strong tone of voice, empathy and a fan’s knowledge of the product, the social landscape and wider culture.
Entry image
Duncan V Brown.pdf
Entry credits
- Duncan Vicat-Brown, Social Media Manager, UKTV
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Award
Company
UKTV
Summary
Since joining UKTV Elliot has been responsible for all the community management and content creation for Gold. His outstanding work has seen the channel’s social following increase by 518% on Twitter from 4,000 to 24,700 and by 52% on Facebook from 62,000 to 94,500 in six years.
Elliot has helped to establish Gold as a home for nostalgic comedy on social, a place for comedy fans to share their love for classics like Only Fools & Horses, Gavin & Stacey and more. Challenged with bringing these old favourites to life on social, Elliot has achieved this through a genuine passion for the content and an invaluable understanding of what the audience will respond well to.
Comedy fans who follow Gold on social can recognise Elliot’s passion, understanding and trust that whoever is behind the account is a true comedy fan. If they quote a line of dialogue, share a memory or reference an obscure character, they’re confident that the Gold account will respond in the same way a hardcore fan would.
He is also responsible for raising awareness of Gold’s original commissions through series campaigns, achieving multiple UK trends on Twitter and his strong talent relationships mean he is able to maximise social reach by talent actively wanting to engage with Gold and support their shows.
Entry image
Entry credits
- Elliot Gonzalez, Social Media Manager, UKTV
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Nominated
Company
TMW Unlimited
Summary
Izzy Soupe is our superstar Social Media Manager who this year turned our head when she took on the role as the lead on our Emmi Caffè Latte account. Instantly her cheeky tone of voice and understanding of our target audience saw her as the perfect match, and when they came to us with their partnership for Love Island, we knew we'd made the perfect choice.
Izzy spent 8 weeks grafting, laughing, and composing tweets for the partnership, making sure there was a perfect balance of fun in the sun content and coffee craving moments. Live tweeting every night, Izzy jumped on brand opportunities, meme worthy moments, and an increase in customer service queries as our partnership drove a huge uplift in sales.
Izzy's cultural nous saw her grow our TikTok audience by 70%, build our Instagram following up, and reinvograte our Twitter following. She took her new fans in her stride and made a point to engage and uplift them at any given opportunity. And every morning after the show, she was first online with our design team to create beautiful eye catching content that mimicked the villa vibes whilst still feeling truly Emmi Caffe Latte. We couldn't have done the show without her.
Entry image
Entry credits
- Izzy Soupe, Social Media Manager, TMW Unlimited
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6
Not-for-Profit/Charity
Description
Award
Company
Rethink
Client
YWCA Metro Vancouver
Summary
Why are men’s sports just called sports, like the NBA, when women’s sports are called women’s sports, like the WNBA? The answer: because men’s sports are the default, leaving women to be considered second…if they’re even included at all.
So, we did something about it. We took the most iconic men's sports league logos and did a simple redesign: we added the M to match the W, which often serves as an asterisk marking women’s sports as separate, different, and less worthy.
Entry image
Entry credits
- Aaron Starkman, Chief Creative Officer, Rethink
- Mike Dubrick, Executive Creative Director, Rethink
- Leia Rogers, Creative Director, Rethink
- Joel Holtby, Creative Director, Rethink
- Skye Deluz, Art Director, Rethink
- Hayley Hinkley, Art Director, Rethink
- Jacquelyn Parent, Writer, Rethink
- Sean McDonald, Chief Strategy Officer, Rethink
- Nicole Rajesky, Strategy Director, Rethink
- Teresa Bayley, Producer, Rethink
- Kyle Hicks, Producer, Rethink
- Brad Kumar, Studio Artist, Rethink
- Todd Bennett , Studio Artist, Rethink
- Tyler Erdalac, Editor, Rethink
- Thomas McKeen, Editor, Rethink
- Brad Stapleton, Developer, Rethink
- Steve Lam, Developer , Rethink
- Kat McKeen, Group Account Director, Rethink
- Kennedy Crawford, Account Director, Rethink
- Nicole Kerrigan, Account Manager, Rethink
- Jessie Durand, Account Manager, Rethink
- Meredith Montgomery, Strategic Communications Lead, Rethink
- Sara Lemmermeyer, PR / Account Director, Rethink
- Lianne George, Editorial Lead, Rethink
- Kaitlyn Vian, PR Coordinator, Rethink
- Amy Juschka, Director, Advocacy and Communications , YWCA
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Nominated
Company
eight&four
Client
British Heart Foundation
Summary
Only 1 in 10 people survive an out-of-hospital cardiac arrest in the UK. For the British Heart Foundation (BHF), that is a big public health issue. And that is the very challenge we took on when they appointed us at eight&four to develop a national network of life-saving defibrillators.
Inspired by the jolts needed to restart a heart, The Circuit is an initiative aiming to improve that shocking stat by mapping out the locations of defibrillators up and down the UK, so ambulance services can find them fast when the worst strikes.
To encourage people to add their defibrillators to the map, we delivered a powerful social campaign, combining smart targeting with urgent creative that focused on the lives that could be saved just by registering in a few steps.
We recently exceeded the milestone of 50,000 registered defibrillators and both client and ourselves are delighted with this important societal impact.
Entry image
The-Circuit-Logo-0124.pdf
Entry credits
- Rachel Tinney, Associate Studio Director , eight&four
- Patricia Lefebure , Creative Director, eight&four
- Natasha Barnden, Senior Creative, eight&four
- Sophie Hodges, Senior Client Partner, eight&four
- Attalia Yaacov- Hai, Senior Content Editor , eight&four
Entry video
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Nominated
Company
Frisson Creative
Client
Laureus
Summary
- Frisson created an authentic social-led campaign, celebrating Laureus’ sport for good messaging, highlighting the achievements of the nominees and winners, driving an ROI of 0.0004p per owned channel impression.
- Frisson drove online relevance prior to the awards and maintained online noise in the weeks that followed. The award ceremony received unprecedented Instagram engagement for an awards ceremony both from the wider public and also the Laureus Academy and Ambassador roster, comfortably outperforming last year's numbers.
- The content we produced for the campaign was of such high quality that some of the biggest athletes in the world were motivated to share our original content on their owned Instagram channels, names included Rafael Nadal, Robert Lewandowski, Max Verstappen and Elaine Thompson-Herrah.
Entry image
Entry credits
- Adam Tanous, CEO, Frisson Creative
- Matt Denney, Head of Digital Communications, Frisson Creative
- Sam Brandon, Head of Social, Frisson Creative
- Joshua Gilroy-Rossi, Lead Designer & Content Manager, Frisson Creative
- Alistair Rowley, Head of Content, Frisson Creative
Entry video
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Nominated
Company
Cubaka
Client
Plan International UK
Summary
Uncomfortable truth: girls receive an informal education alongside their formal one.
This miss-education hampers their growth and limits their potential.
In this social-first, female-led campaign we worked with visual metaphor to speak to this problem, representing this miss-education as an uncomfortable, cumbersome graduation gown.
The struggle to shed the lessons was brought to life through choreography that connected deeply with audiences, connecting Plan International UK to over six times more people than planned.
Entry image
Entry credits
- Lauren Midwinter, Director, N/A
- Kloé Dean, Choreographer, N/A
- Ayten Goksan, Dancer, N/A
Entry video
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Highly Commended
Company
Mind
Summary
In early 2021 Mind launched a new strategy to support those most at risk of mental health problems in England and Wales: racialised communities, people in poverty and young people.
We knew we didn’t resonate with these audiences, and we weren’t trusted. We needed to speak up boldly and consistently to win them over.
This would be a massive shift on social media: our previous content focussed on wellbeing, and we rarely spoke out. It was full of tentative language and soft lines. We knew talking about topics like racism, benefits and trans rights would cost us followers.
We also knew it was the right thing to do.
We aimed for engagement rather than channel growth.
We started by being more reactive and timely. We called out powerful people like Piers Morgan and made national news. We shared first-person stories sharing how race, income and trauma can impact mental health. We used inclusive language. We gave our platform to relevant small organisations.
We made people angry. But when the backlash started we came out fighting! We worked tirelessly to uphold our guidelines. We hid the hate. We reported it. We never backed down to pressure.
It paid off.
Our total engagement went from 3.9 million per year to 7.9 million per year. Our video views went from 7.5 million per to 13.5 million per year. Our tweets would regularly make national news – and international news! Our followers grew by 110,000.
We finally have powerful platform to make change happen.
Entry image
Entry credits
- Caroline Steer, Head of Digital Engagement, Mind
- Sam Hopps, Digital Content Manager, Mind
- Maya Hattenstone, Digital Content Officer, Mind
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Nominated
Company
The Kite Factory & Don't Panic
Client
WaterAid
Summary
Gifts in wills raised £3.2 billion last year, and for many leading charities is the single biggest contributor of income. However, existing Legacy communications across the sector focus on very similar themes.
WaterAid saw an opportunity to disrupt this, using social media to engage a broader, albeit colder, audience in the value of Legacy giving.
Creating a powerful emotional film called What Jack Gave, WaterAid addressed the biggest challenge for overseas development charities: that UK audiences often do not feel as close to their work as they might with UK causes. We closed this proximity gap by showing you’re not simply leaving a legacy but rather starting one. It successfully broke down well known barriers to legacy giving - this was a real point of differentiation versus traditional Legacy advertising.
We activated all the way through the customer funnel. Our media plan took this wonderful film and made it famous, driving reach and engagement through Paid Social in conjunction with AV and Digital channels, before funnelling activity into hardworking performance media, harnessing the best of what digital channels have to offer throughout.
WaterAid were able to increase their legacy consideration score and became the top overseas development charity for legacy consideration in April 2022. Beyond this, lead gen cost-per-acquisition improved by 11% and leads grew 134% on a previous burst of activity.
This campaign broke the mould for traditional Legacy marketing, with social media a key component in successfully getting a cold audience to engage with a stunning brand asset.
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Entry credits
- Rik Moore, Managing Partner, Strategy, The Kite Factory
- Dominique Abranson, Legacy and Memory Lead, WaterAid
- Nick Miller, Head of Supporter Marketing, WaterAid
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4
B2B
Description
Nominated
Company
Digital Voices
Client
Meta
Summary
Meta partnered with a global Creative Agency and Digital Voices to use Influencer Marketing on social media, to show Meta’s support for small businesses. The goal was to maximise reach among small business communities in the UK, France and Germany, and demonstrate how personalised ads help great business ideas and products get discovered. The campaign aimed to inspire SMB’s to enter a competition for a chance to gain massive exposure via a creator “shout out”.
We partnered with 8 creators across the UK, France and Germany to inspire small businesses to take part in a competition for a chance #DeserveToBeFound. The creator mix included everything from influencers that celebrate small businesses, like Chloe Miles and entrepreneurs like Steves Hounkponou, to celebrity status household names like Dragon’s Den entrepreneur Steven Bartlett and Sylvie Meis (host of Germany’s Love Island). Their diversity and combined reach engaged a wide variety of small business owners in different markets and sectors.
Each creator posted Instagram Stories in two campaign phases. Starting with “Call Outs” encouraging for small businesses to enter, and wrapping up with “Shout Outs” featuring the winners.
Additionally, Steven Bartlett posted on LinkedIn. As a self-made business owner and one of the UK’s most prominent social media entrepreneurs, Steven Bartlett’s participation in the campaign was very positively received by his audience.
#DeserveToBeFound campaign had global impact and successfully demonstrated how personalised ads level out the playing field for small businesses.
Entry image
Entry credits
- Jenny Quigley-Jones, CEO, Digital Voices
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Nominated
Company
Media.Monks
Client
T-Mobile (T-Mobile For Business)
Summary
T-Mobile’s B2B service (TFB) uses Paid Social Facebook campaigns to drive registrations to educational workshops (i.e. the initial prospecting venue for TFB’s sales team). At the end of 2021, TFB was looking to change its Paid Social strategy to more effectively grow leads and target users throughout their entire digital decision making journey.
Historically TFB ran short campaigns, immediately before each workshop date, targeting users who were likeliest to convert. Campaigns had a single creative promoting just that one workshop. While these burst campaigns drove only a moderate number of leads, due to the short duration making it challenging to optimize campaigns and to drive cross-channel synergies.
To address this challenge, Media.Monks worked with the TFB team on a new strategy based on a long term approach that would continuously promote different workshops. To support it, the creative was also adapted to use a rotation of multiple messages promoting a rolling set of workshops.
As a result of this strategic change, coupled with a new creative approach, Paid Social performance exceeded expectations with over 400% ROI. The new approach resulted in registration leads more than doubling, thanks to a vast CPL improvement. The latter was possible thanks to the longer campaign duration allowing to maximize in-platform learnings, carry out meaningful optimization and see synergies with other channels (e.g. Programmatic Display, Online Video, LinkedIn).
As a result of this success, the new approach has been lauded throughout T-Mobile and is actively being considered beyond the TFB team.
Entry image
Entry credits
- Andrew Ronnfeldt, Sr Manager, Programmatic Marketing, T-Mobile
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Highly Commended
Company
the tree
Client
Anglo American
Summary
Anglo American is one of the world’s biggest mining companies – both an innovator and a champion of sustainability in one of the most important sectors of the global economy. As the mining magnate’s strategic social partner, the tree leads the groups external communications strategy through a social-first lens. It requires a multi-stakeholder approach that celebrates its approach to its people, its technology and its innovation. Anglo American wants to engage not just with investors, but future employees and people in the communities in which it operates. The big challenge from the beginning of our partnership was to reshape its digital and communications strategy to match its purpose – to re-imagine mining to improve people’s lives.
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Entry credits
- Alexis Trinh, Operations Director, the tree
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Award
Company
Brands2Life
Client
Sitecore
Summary
A first for Sitecore, Sitecore Santa merged comedy with tech in a video series launched during the busiest time of year: Christmas. The content, which was executed in three weeks, introduced the C-Ho-Ho, Santa, and his helpers, by giving viewers a workshop tour. While Santa is the jargon-speaking ‘face of the business’, Santa’s helpers work behind the scenes, to create ultimate customer experiences – just like Sitecore.
Supported with paid activity, the campaign generated 1m+ impressions from a niche marketing audience; 126k more video views vs forecast; 44% higher view rate vs forecast; and 553k+ total video views.
Entry image
Entry credits
- Kinda Jackson, Managing Director, Digital & Social, Brands2Life
Entry video
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7
Retail or E-Commerce
Description
Nominated
Company
Twitter Next
Client
Heineken - Strongbow
Summary
Strongbow’s campaign for its new low-calorie cider; Ultra Dark Fruit, invited people to ‘Drink the G.O.A.T (Greatest Of All Time). To launch this new campaign they created a new character, a nodding, purple goat. Our task was to make this new purple mascot memorable whilst also building a connection with Strongbow’s audience.
With so many of Strongbow’s Twitter followers enjoying the 90’s revival, we decided to deliver the ultimate 90’s experience on Twitter. We created Twitter’s first ever TamaGOATchi, an interactive experience that tasked people to adopt a goat and keep it happy by completing three Twitter tasks across a 24 hour period. Keep the goat happy and you might be rewarded, fail a task and it’s game over.
Entry image
Entry credits
- Sean Bone, Creative, Twitter Next
- Sam Waymont, Senior Brand Strategist, Twitter Next
- Rick Smith, Senior Technical Program Manager, Twitter Next
- Preeti Sanghera, Client Account Manager, Twitter
- Jade Collett, Client Partner, Twitter
- Nicole Kelly, Social content & influencer specialist, Heineken
- Jimmy Hughes, Social Media Lead, Heineken
- Lina Zujute, Paid social specialist, Heineken
- Georgia Herbig, Strongbow Brand Manager, Heineken
- Sonia Crocker, Senior Strongbow Brand Manager, Heineken
- Frankie Cuffaro, Account Manager, Otherway
- Ed Terry, Head of Strategy, Otherway
- Jack Keeling, Senior Account Director, Otherway
Entry video
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Nominated
Company
Smart Media Technologies / OLIVER Agency
Client
Professional Bull Riding
Summary
For the first time in its nearly 30-year history, the Professional Bullriders Association (PBR) decided to change up its format by launching the PBR Team Series. With Smart Media Technologies, we developed a collectible set of NFT Trading Cards, with a catch: you couldn't just buy these—you must win them by participating in a series of 8-second challenges, bringing to fans the intensity of bull riding.
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Entry credits
- na na, na, na
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Nominated
Company
the tree
Client
Wenzel's
Summary
Wenzel's sprung onto the scene back in 1975, as a family-run bakery. This family feel is something they’ve maintained while scaling to almost 80 stores in and around London to date. Wenzel’s needed to cut through in a crowded marketplace. With the likes of Pret and, most notably, Greggs rapidly populating towns and high streets across the country, Wenzel’s aspires to take the position as the capital’s favourite local bakery – with a long-term goal of becoming the nation’s most-loved establishment for bread, cakes and all things sweet and savoury. They approached us to help them achieve this, deploying a fully integrated strategy, using a socially charged approach to connect both digital and in-store activations.
Entry image
Entry credits
- Isabelle Gill, Client Services Director, the tree
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Award
Company
GINGA
Client
Mercado Livre
Summary
Retail and e-commerce is all about effectiveness, and this case is a great reflection of that.
Our challenge was to build consideration with the fashion segment for Mercado Livre – the biggest digital marketplace in Latin America. Before the campaign, in this retail segment, the company was mainly perceived as place where only basic clothing items could be found, which was not the case: you can find everything in Mercado Livre.
The strategy: build a multiformat content platform in collaboration with respected publisher (ELLE Magazine), Fashion curators, stylists, and influencers called FASHION TRENDS, to showcase the incredible variety of items that are available at Mercado Livre, together with the brand’s concept of “moda livre” (“liberty fashion”), looking at fashion with a progressive, open, ungendered and unprejudiced way.
The results were remarkable, reaching over 50% of consumers interested in Fashion across the country, presenting and selling looks to them.
Entry image
Entry credits
- Fernanda Fontes, CCO, GINGA
- Marcos Brabo, CSO, GINGA
- Pedro Del Priore, CEO, GINGA
- Paulo Martinez, COO, GINGA
- Laís Araújo, Head of Operations and Culture, GINGA
- Nara Almeida, Strategy Lead, GINGA
- Felipe Zelito, Head of Media and BI, GINGA
- Gilberta Rabaça, Creative Lead, GINGA
- Juliana Kataoka, Copywriter, GINGA
- Dhara Melo, Copywriter, GINGA
- Renata Ditto, Art Director, GINGA
- Felipe André, Art Director, GINGA
- Ingrid Herculano, Art Director, GINGA
- Gabriela Martins, Strategy, GINGA
- Vitor Rodrigues, Strategy, GINGA
- Gabriella Cunha, Content Coordinator, GINGA
- Micaeli Alves, Community Manager, GINGA
- Larissa Bernardes, Project Manager Lead, GINGA
- Luca Fabiani, Project Manager, GINGA
- Danilo Pereira, Project Manager, GINGA
- Lucas Silva, BI and Media, GINGA
- Rodrigo Jesus, BI and Media, GINGA
- Anna Jamal, BI and Media, GINGA
- David Galasse, Head of Design, GINGA
- Francine Azevedo, Executive Producer, CORE
- Carol Pardini, Production Coordinator, CORE
- Wes Sacramento, Producer, CORE
- Beatriz Milani, Social Media Manager, Mercado Livre
- Alexandre Garcia, Senior Marketing Analyst, Mercado Livre
- Thais Nicolau, Latam Branding Director, Mercado Livre
Entry video
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Highly Commended
Company
mSix&Partners and LADbible
Client
Tango
Summary
When Tango launched their new Berry Peachy flavour we knew we had an incredible new product to bring Gen Z audiences into the brand.
But with a budget less than a quarter of the size of our closest rival, Fanta, we knew that to get people to hear about Berry Peachy, we needed to get people talking about Berry Peachy.
This is the story of how we worked with LADbible to create a fake movement – the MUPPETS (Mums and dads United for the Proper Peach Emoji Treatment), to make the perfect parody of pushy online parents and in doing so, reached 21m people and converted over half a million new people to the Tango brand.
Entry image
Entry credits
- Aimee Vina , Client Solutions Account Director , LADbible
- Joseph Kidd, Strategy Director , mSix&Partners
- Ahmed Benissad, FMCG Digital Lead, mSix&Partners
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Nominated
Company
adidas Brand Design / OLIVER Agency
Client
adidas
Summary
When gyms shut down, online searches for “home exercises” shot up—by over 400%. By partnering with professional athletes and their trainers, we created a suite of content to demonstrate and walk through the kinds of sport-specific workouts that viewers could utilize to maximize their home training sessions. Informed by data and driven by empathy, we produced 36 remote shoots, creating 175 unique articles and garnering over a million organic impressions while improving adidas’ search engine rankings.
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Entry credits
- na na, na, na
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Highly Commended
Company
Propel / OLIVER Agency
Client
WestJet
Summary
When WestJet launched in 1996, it had one goal: to make air travel more affordable. Today, the cost of flying is once again skyrocketing, but this time to a new destination: Space. So, we announced WestJet-X: a space program that offered flights for half the cost. While our space program may have been fake, we reminded everyone that WestJet stays true to making travel more affordable—no matter the destination.
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Entry credits
- na na, na, na
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6
Finance/Professional Services
Description
Nominated
Company
Flying Object
Client
Monzo Bank
Summary
Monzo is a bank built for, and loved by, its 6.5m users. This gives the brand licence and opportunity to be part of their customers’ culture whenever it comes to money, something that has become a key part of Monzo’s tone of voice and strategy on social media. With the end of 2021 approaching, Monzo asked: can we sum up the year in a way that’s relatable for Monzo users, and pull off something only Monzo can?
“Monzo’s Very Important 2021 Data Thing” brought together relatable spending data insights with the language of social - memes - to reach over 12m people organically through social. It showed Monzo users that the brand understood them, through insights that spoke to them, in a style miles away from that of the rest of the financial services sector. It created a social format that could be easily repeated, outperformed its goals massively, and made a sandwich shop go viral.
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Entry credits
- Tom Pursey, Co-Founder/Creative Director, Flying Object
- Sebastian Koseda, Senior Designer, Flying Object
- Priya Mistry, Junior Designer, Flying Object
- Jade Harrison, Junior Producer, Flying Object
- Catherine Howarth, Senior Creative, Flying Object
- Anthony Odu, Junior Designer, Flying Object
- Peter Law, Exec Producer, Flying Object
- Max Saward, Designer, Freelance
- Beatrice Borbon, Content, Social and Community at Monzo, Monzo
- Richard Cook, Social Media Manager, Monzo
- Rochana Shrestha, Social Content Creator, Monzo
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Highly Commended
Company
PURPOSE.ANT
Client
GENERALI VIETNAM
Summary
Can an insurance company use social commerce to create a life-altering connection between brand purpose and consumers? That’s just what Generali Vietnam did using Facebook – PURPOSE.ANT and Generali Vietnam broke social campaign norms by using Facebook technology to bring to life the benefits of an intangible product that helped turn negative COVID-19 impacts into a positive, tangible experience that connected a community of consumers' dreams to the life-changing ‘Tomorrow Flea Market’.
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Entry credits
- Le Tran Do Quynh, Group Account Director, PURPOSE.ANT
- My Linh Tran Thi, Account Manager, PURPOSE.ANT
- Nghi Cao Minh Doan, Senior Account Executive, PURPOSE.ANT
- Hai Nguyen Ngoc, Account Executive, PURPOSE.ANT
- Lan Tran Ngoc, Business Operation Director, PURPOSE.ANT
- Nam Hang Hai, Associate Creative Director, PURPOSE.ANT
- Son Le Ngoc, Art Director, PURPOSE.ANT
- Tien Bui Duc, Designer, PURPOSE.ANT
- Vinh Sy Huu, Copywriter, PURPOSE.ANT
- Hoang Anh Nguyen Tran, Head of Planning, PURPOSE.ANT
- Khanh Nguyen Bao, Senior Planning Manager, PURPOSE.ANT
- Huan Nguyen Quan, Planner, PURPOSE.ANT
- Tony Nhat Nguyen, Executive Producer, Children Of
- Nghi Nguyen, Editor, Children Of
- Quan Do, Editor, Children Of
- Chau Huynh Nguyen Lien, Chief Marketing Officer cum Chief Officer Direct Business and GenE Channel, Generali Vietnam
- My Cao Hoai, Head of Brand & Integrated Marketing, Generali Vietnam
- Hao Dang Anh, Associate Manager - Brand & Integrated Marketing, Generali Vietnam
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Nominated
Company
TMW Unlimited
Client
NS&I
Summary
Launching in response to the climate crisis, NS&I Green Savings Bonds are a new savings product that uses savers’ money to invest in green projects around the UK.
Recognising that the audience for this product is younger than their traditional investor, TMW Unlimited and NS&I saw an opportunity to partner with targeted micro-influencers to create powerful social media content that would help reframe the brand, establish the product and drive acquisition.
With a modest budget, the campaign overreached against all KPIs – powerfully demonstrating that when you partner accurate data with authentic content creators you don’t need big money to harness influencer marketing.
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Entry credits
- Olivia Wedderburn, Social and Influence Director, TMW Unlimited
- Crystal Wingham, Senior Account Director, TMW Unlimited
- Emma Woodrow, Group Account Director, TMW Unlimited
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Nominated
Company
American Express X Eulogy
Client
American Express UK
Summary
American Express has long been an enabler and supporter of unique and exciting experiences, but how have these experiences changed since the pandemic? With 2022 being the first truly ‘normal’ summer in the past three years, Amex is back and better than ever, being a partner and sponsor to a series of experiences that made people remember how a summer filled with music, sport and events is an unforgettable summer.
Bringing to life Amex’s partnerships across music, sports, and dining, our connected social community presence brought epic experiences #WithAmex to our Cardmembers, prospects and fans of Amex through curated, immersive, social first formats in a way that resonated with our socially native audience.
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Entry video
Entry credits
- Lindsay Ulrey, Vice President, Global Sports Experiences and Partnerships, American Express
- Simon Veaney, Director of Social Media Communications, American Express
- Hannah McKay, Director UK Experiences, Sponsorships and Membership Rewards , American Express
- laire Barrett, Senior Manager - International Brand & Marketing , American Express
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Award
Company
NatWest
Summary
We know that it’s all too easy to procrastinate when it comes to achieving our goals and that just getting started can be tricky. The biggest things holding us back are a lack of motivation, capability and opportunity to get going which is exactly why NatWest are on a mission to break that cycle and inspire people to take action today for a better tomorrow, because taking action feels good. Working with Tik Tok, we’ve launched the first ever hashtag challenge not just for us but for any UK high street bank – using the hashtag #NatwestWhatYouWaitingFor we worked with 5 top tier creators to share their stories of what they’ve achieved by taking action and inspired others to do the same.
It’s difficult to capture and keep people’s attention in a low-interest category like finance, particularly when you’re targeting an under 35 audience who are notoriously tough to engage but our results speak for themselves. Our first ever hashtag challenge reached 15.8m people in the UK, boosted our ad recall results by a staggering 52% and increased favourability of NatWest by 14%, smashing all of our benchmarks.
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Entry video
Entry credits
- Paige Hartman, Social Media Manager, NatWest
- Charlotte Dickson, Social Media Lead, NatWest
- Jamie Champaneri, Creative Designer, NatWest
- Calum Greenhill, Social Media Manager, NatWest
- Matt Shaw, Senior Strategist, The & Partnership
- Alex Addison, Account Director, The & Partnership
- Florence Prevezer, Business Director, The & Partnership
- Loui Bowes, Creative Director, The & Partnership
- Carl Storey, Creative Designer, The & Partnership
- Katy Bugg, Paid Social Media Analyst, Initiative
- Dion Vales, Paid Social Account Manager, Initiative
- Kim Tomlinson, Director, Comms Design, Initiative
- Chloe Fanning, Associate Director, Comms Design, Initiative
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Nominated
Company
CHS
Client
The Allianz Group
Summary
The Allianz Group is one of the world's leading insurers and asset managers with more than 100 million private and corporate customers in more than 70 countries.
Whilst Allianz depends heavily on the intermediary market, it doesn’t directly operate in B2C. This means brand awareness for Allianz can be much lower at a consumer level.
Working with CHS, Allianz launched ‘Women in Sport’. A paid social campaign that leverages the brand’s strategic partnerships with the Rugby Football Union (RFU), Team GB and the British Paralympic Association (BPA).
Launched in the run up to the Olympics, the campaign aimed to celebrate the country’s most iconic women in professional sports through a selection of powerful emotive videos across Facebook, YouTube and Instagram.
Each star was asked to reflect on their most incredible sporting achievements whilst sharing inspirational advice which was all brought together under the creative wrapper - ‘What would you tell your 8-year-old self’.
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Entry credits
- Sophia Wareham, Senior Creative, CHS
- Philip Morris, Account Director, CHS
- ChriS Southgate, Managing Director, CHS
- Luke Biddiscombe, Video Editor, CHS
- Charley Jennings, Marketing Consultant, The Allianz Group
- Carolyn Rich, Head of Brand Marketing & Social Responsibility, The Allianz Group
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5
Automotive or Transport
Description
For work that shows how effective social media has been used in the automotive or transport sectors.
Nominated
Company
OneFifty Consultancy
Client
Mazda UK
Summary
Beautiful content meets sales. The marketing holy grail? This data-led social campaign was audience, customer journey and content quality focused. And that got some pretty astounding results – including over 100 direct test drives - that is now the blueprint for Mazda’s digital campaigns moving forwards. As Eliott Farr, Mazda UK’s social media manager, said: “Bloody hell guys, the test drives are rolling in! Beautiful really is on the
horizon.”
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Entry credits
- Katie Buckett, Co-Founder, OneFifty Consultancy
- KATIE Buckett, Co-Founder, OneFifty Consultancy
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Nominated
Company
Digital Voices
Client
Virtuo
Summary
Virtuo is a car-rental app that allows users to rent a car on demand. The benefit of the app is to “escape the city at the tap of a button”. Virtuo champions itself as more convenient than traditional car rental - and more environmentally sustainable than car ownership. Virtuo approached Digital Voices earlier this year to run an Influencer Marketing campaign to raise brand awareness, and demonstrate the brand's USPs. The aim was to inspire customers to try Virtuo for their next getaway trip out of the city, to escape from the hustle and bustle of London. The goal was to capture the hearts of 25 - 45 year olds with an aesthetic, exciting and emotive campaign on social media.
The challenge was to find creators that have a high London-based audience and fit the persona which Virtuo had identified. We found 7 creators to partner with within 3 different personas - The Lifestyle Professional, The Wanderer and The Sustainable. The idea was to use video content on Instagram to show creator’s followers how they get away on their break out of the city.
Each creator produced an Instagram Reel and Instagram Stories to position Virtuo, and the app, as the ultimate car rental that provides you with freedom, ease and style for any staycation or trip.
The collaboration was a huge success. We surpassed the impressions goal and we also received an extraordinary 100% positive brand sentiment across Instagram Reels.
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Entry credits
- Iona Kelly, Account Manager, Digital Voices
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Highly Commended
Company
eight&four
Client
Genesis Motor Europe
Summary
What do you think of when you hear the word, Genesis? The Bible? The rock band? Or a new luxury automotive brand? Keen car connoisseurs aside, most people would never have heard of Genesis – the luxury division of Hyundai – when they appointed eight&four their European social media agency at the start of 2021.
That was our primary challenge. The beauty of starting from scratch meant we owned total responsibility for defining the social content strategy outright, without having to reset anything. With zero followers, our aim was to drive follower growth at pace and at scale, while also creating desire in the premium segment.
Inspired by Korean hospitality, the Genesis Difference consists of a service-led approach that respects the customer’s time, including having your own personal assistant and test drives from your doorstep. As a result our lead messaging focused on ‘we come to you’, which was adapted for each market during pre-launch: ‘Switzerland, we’re coming to you’.
Genesis opted for a digital-first, direct-to-customer model from the outset, which meant social media was crucial to building an audience, improving brand awareness and driving desire prior to seeing the brand on TV. It also became the main channel for sharing product teasers, launch news and answering customer questions directly.
After building significant momentum into 2022, we are responsible for the growth, maintenance and community management of all social media and advertising across Instagram, LinkedIn, Facebook, Twitter with an emphasis on YouTube (a key channel for finding automotive fans).
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Entry credits
- Tiffany Tant-Bevin, Group Client Partner Director , eight&four
- Patricia Lefebure, Creative Director , eight&four
- Ines Casas, Social Director, eight&four
- Chloe Singleton, Head of Channel, eight&four
- Becky Evans, Influencer Manager , eight&four
- Nicole Forster , Social Partner , eight&four
- Zsofia Torok, Community Manager , eight&four
- Ben Jones, Senior Producer , eight&four
- Camille Tenneson, Editorial Lead, eight&four
- Phil McDonald, Creative Production Lead, eight&four
- Will Sewell, Content Writer , eight&four
- Daniel Clarke , Creative , eight&four
- Jude Moore, Senior Video Editor, eight&four
- Bec Brown, Social Channel Exec, eight&four
- Lewis Godliman, Social Channel Exec, eight&four
- Julia Strong , Social Producer BAU, eight&four
- Mike Dawson, Video Editor, eight&four
- Tom Lonergan, Producer , eight&four
- Alena Bodnaruk, Creative , eight&four
- Rebecca Bradley, Social Producer, eight&four
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Award
Company
Twitch
Client
Dr. Ing. h.c. F. Porsche AG
Summary
Every winning sports team needs an army of supporters. That’s what the TAG Heuer Porsche Formula E Team got when it asked Twitch’s world-leading community of gamers and streamers to help them follow on from their hugely successful launch campaign in 2019. The new task was to ‘level up’ the Formula E Team’s performance, making them the most digitally engaged team in the sport.
In a deeply immersive, interactive live-stream event, the Twitch community stepped up to help high-profile streamers and TAG Heuer Porsche Formula E Team drivers solve the disappearance of the team’s championship car and race against a mystery driver. Interactive polls, live chat and driving challenges engaged the audience, helping the campaign speed past the already-high benchmarks set by the 2019 launch campaign, confirming the brand as an authentic source of entertainment for its Driven Youth target audience.
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Entry credits
- Marcel Nusser, Manager, Brand & Sports Communications, Porsche
- Stephan Androes, Business Analyst, Brand & Sports Communications, Porsche
- Nicole Torregrossa, Content Specialist, Brand & Sports Communications, Porsche
- Felix Schuetz, Creative Strategy Lead DACH, Twitch
- Conor Beattie, Senior Creative Producer EMEA, Twitch
- Tobias Broers, Senior Program Activation Manager, Twitch
- Mario Hargina, Account Director DACH, Twitch
- Marianthi Georgiadou, Manager Client Success DACH, Twitch
- Sam LeGassick, Production Lead EMEA, Twitch
- Brett Melvill-Smith, Global Creative Operations Lead, Twitch
- Annika Mathew, Senior Campaign Manager EMEA, Twitch
- Jack Woodcock, Creative Strategy Lead, EMEA, Twitch
- Carsten Will, Group Account Director, Proximity GmbH
- Janine Marfels, Senior Account Manager, Proximity GmbH
- Antje Schnottale, Creative Director, Proximity GmbH
- Heidi Kasselman, Creative Director, Proximity GmbH
- Stefanie Wende, Art Director, Proximity GmbH
- Christoph Szumny, Copywriter, Proximity GmbH
- Dustin Martin, Director, PHD Germany
- Anahita Joneydi, Group Manager, PHD Germany
- Anahita Joneydi, Group Manager, PHD Germany
- Elena Eichenlaub, Group Manager, PHD Germany
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Highly Commended
Company
Create & Create Production
Client
Volkswagen Middle East
Summary
Within 3 months of Volkswagen’s After-Sales Service ft HipHop Mechanic campaign being launched, the campaign generated over 12.9M video views at an average view rate of 52%, 1.5x VW internal benchmark, and an average completion rate of 10%, with minimal paid media support. As a result, we achieved an extremely efficient cost per view of $0.002.
The campaign also delivered over 6x leads for the after-sales unit when compared to the same period, prior to the campaign launch.
Create and Create Production’s campaign goal was simple - to improve the negative perception of Volkswagen’s after-sales services in the Middle East and attract VW car owners to use the VW centre, rather than third parties to service their cars.
The how: Executing it in the style of trending ASMR videos, we used basic car sounds as musical beats and turned the mundane task of a car being serviced into a catchy short music video.
The why: To inject the ‘cool’ into Volkswagen’s car servicing and showcase the ease and thoroughness with which a VW mechanic takes care of a single car.
The result: With minimal paid support, the video received 12.9M views at an average view rate of 52% in 3 months' time and delivered over 6x leads for the after-sales unit.
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Entry credits
- Rindala Nahas, Producer, Create Production
- Dia Hassan, Director, Create Production
- Sujeet Singh, Performance Director, Create
- Abdallah Kamhie, Senior Content Manager, Create
- Amir Saqer, First AD, Create Production
- Reymar Realista, Videographer, Create Production
Entry video
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5
Travel/Tourism/Leisure or Sports
Description
For work that shows how effective social media has been used in the travel, tourism, leisure or sports sectors.
Nominated
Company
Billion Dollar Boy
Client
Heineken UK
Summary
For so long, football culture and fandom has been influenced by the men’s game. As this year’s UEFA Women’s EURO 2020™ official beer partner, Heineken wanted to be at the forefront of championing diversity and equality in football. Whilst the women’s game has grown massively, a legacy of terms such as ‘man on’ and the ‘the 12th man’ - a term usually associated with collective, passionate audience support - continue to dominate.
In response, Heineken flipped the script and tackled gender bias in football with the ‘12th Woman’ campaign, encouraging everyone to show their passion for the game throughout the tournament - no matter the gender playing. We used influencers as the vehicle to deliver the message to the nation in a relatable way, whilst ensuring the brand’s role was still clear. 13 creators from a variety of verticals talked about inclusivity in sport before, during and after the game. The highly diverse, message-driven campaign generated overwhelmingly positive sentiment, a strong association with Heineken as a sponsor, and encouraged everyone to rally together.
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Entry credits
- Jimmy Hughes,, Social Media Lead, , Heineken UK
- Nicole Kelly, Social Media and Influencer Marketing Manager,, Heineken UK
- Sami Westwood,, Senior Account Director, Billion Dollar Boy
- Sacha Bushby, Account Manager, Billion Dollar Boy
- Stephanie Johnson, Senior Account Executive, Billion Dollar Boy
- Natalie Fox,, Associate Creative Director,, Billion Dollar Boy
- Kinda Savarino, Senior Designer, Billion Dollar Boy
- Alisa Paykina, Designer, Billion Dollar Boy
- Gemma Sampstead, Brand Manager,, Heineken UK
- Lauren Busby,, Senior Brand Manager, , Heineken UK
- Joey Brophy, Senior Brand & PR manager , Heineken UK
- Matt Wilcock, , Creative Director,, Cow
- Mark Perkins,, Creative Director,, Cow
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Highly Commended
Company
Ogilvy UK
Client
HOKA
Summary
No one is born a runner, but Hoka believes anyone can become one. Straddling our instagram community and our strava running community – HOKA looked to hero its new silhouette - The HOKA Bondi X – a shoe made for any type of runner – by challenging everyone - thats all racers, walkers, runners, joggers, jumpers and strollers (yes even you) to run a marathon in a month between the 1st and 31st of October 2021.
The challenge was designed so that everyday people could take part and get closer to feeling like running was for them – no matter how fit they were, how slow they were or how they felt about running.
We encouraged people to surprise themselves, push themselves and be themselves – with the added bonus that if they completed the 42.2km in the month of October – they could also win a pair of the new HOKA Bondi X and gain entry to the Rotterdam Marathon – so thier running journey would continue and they could fly like never before.
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Entry credits
- Chris Wall , ECD, Ogilvy UK
Entry video
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Highly Commended
Company
Spark Foundry
Client
Rail Delivery Group
Summary
Following 18 months of Covid lockdowns and fear, we were tasked with getting people back onto the trains in 2021. To accomplish this, we developed a socially led plan that placed human connection at the centre of the UK’s fast-growing social platform – TikTok. Despite an unprecedented global crisis that changed people's attitudes to travel, our insight-led and heart-warming content from TikTok creators helped us achieve record-breaking results.
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Entry credits
- Marcos Angelides, Chief Strategy Officer, Spark Foundry
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Award
Company
OneFifty Consultancy
Client
Airbnb
Summary
This is how an influencer campaign for Airbnb, with a simple mechanic but a strong focus on audience targeting and content outputs, generated over 800 pieces of content, engagement rates of nearly 10% and thousands of bookings that generated sales into the millions. That’s what we call a commercially successful use of influencers!
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Entry credits
- Katie Buckett, Co-Founder, OneFifty Consultancy
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Nominated
Company
Ogilvy UK
Client
ŠKODA UK
Summary
For years, ŠKODA has been campaigning for gender equality in cycling, focusing on finding and inspiring the next generation of female superstars. From joining forces with female cycling team Donnons des Elles au Vélo in 2018, to partnering with amateur female cycling team Internationelles in 2019, championing female cycling is deeply rooted in ŠKODA’s DNA, who started as a bicycle manufacturer in 1895. Against the challenge of lingering negative perceptions, ŠKODA’s long term commitment to cycling is essential in increasing brand relevance and preference with its target audience, women 25-45. No initiative has been greater than forming the ground-breaking ŠKODA DSI Cycling Academy, providing a pathway for budding female riders into elite cycling. The last 12 months have been incredible for women’s cycling who, after 123years of the Tour de France, finally had its watershed moment: The Tour de France Femme. With female cycling at its peak, we created a multi-channel campaign to find the next cyclists to enroll to the academy, with the backing of Britain’s Greatest Paralympian Dame Sarah Storey. We created assets across the year designed to inspire budding female cyclists, such as Q&As, how-tos, influencer partnerships, ride-outs and, recruitment drives. We also created live assets for events sponsored by ŠKODA. This campaign gleaned over 10.7Mimpressions, with 100+pieces of bespoke content published. Twitter outperformed CPM benchmark by 54%, and crucially, ŠKODA proved they make a REAL difference in the sport with four ŠKODA DSI Cycling Academy graduates joining professional cycling teams, increasing elite team placements by 400%.
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Entry credits
[{"firstName": "Josh ", "lastName": "Kelsall", "jobTitle": "Senior Creative\xa0", "company": "Ogilvy UK", "email": "", "linkedin": ""}]
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4
Public Sector or Government
Description
Highly Commended
Company
OmniGOV at MG OMD
Client
Office for National Statistics
Summary
The Census has been implemented in the UK since 1801, with its decennial drumbeat forming a key part of UK life. The importance of the census cannot be understated, its results inform government decisions that will impact society and the economy for years to come. Therefore, it needs to reflect the true fabric of the country, representing everyone, and most importantly empowering everyone to feel a part of the process. We were briefed to introduce paid social media advertising into the media mix for the first time to form a key part of the uptake in users completing their census, online, a method never used before. Our goal was to therefore deliver best in class messaging in the most creative way to help beat the impressive 2011 completion rate of 94% and we needed a minimum 80% completion rate in each of the 335 local authorities in England and Wales.
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Entry credits
- Ant Christides, Biddable Account Manager, MG OMD
- Ollie Moktar, Biddable Senior Account Executive , MG OMD
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Award
Company
The Met Office
Summary
The Met Office is funded by Government to provide a national weather service for all citizens of the UK. A critical part of this remit is to equip them with information to take appropriate decisions and actions to stay safe, particularly during severe weather. In February 2022, three named storms (Dudley, Eunice, Franklin) affected the UK within a week - an unprecedented event with 2 rare red warnings issued. We rose to the challenge of communicating this using our well-established social media channels including a mix of live content, presented videos, graphics, explainers and audio content.
Our objective during this crisis was to fulfill our remit as detailed using social media channels. Quantifiably, we wanted to increase followers by 80,000 across channels. In this entry, we detail how we exceeded this – seeing over 125,000 new followers across all channels, with TikTok alone gaining 47,000 new followers. In the space of 9 days, we received 5.4 million video views on TikTok and, across 2 days, received almost 1.5 million views on YouTube, our biggest ever day on this channel. You will also read about how we used Lives to increase awareness and engagement, as well as leveraging partnerships to amplify our content.
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Entry credits
- Ross Middleham, Creative Lead, The Met Office
- Alex Deakin, Senior Presenter, The Met Office
- Aidan McGivern, Senior Presenter, The Met Office
- Emma Lawrence, Content Production Co-ordinator, The Met Office
- Dean Jones, Senior Designer, The Met Office
- Sarah Fysh, Head of Content, The Met Office
Entry video
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Nominated
Company
Sputnik Floyd FZE
Client
Ras Al Khaimah Tourism Development Authority
Summary
‘RAK Calling’ is an awareness video ad featuring Ras Al Khaimah's most exciting attractions and outdoor activities.
By integrating the most popular social media templates, Sputnik Floyd mimicked a smartphone takeover with a vertical-fit video to create a powerful, inclusive experience for audiences, making them part of the dialogue and social media interactions and living up to the brand promise – #LiveYourMoments.
We collaborated with 16 top influencers from all across the globe with different interests to showcase Ras Al Khaimah’s variety of activities and landscapes.
Execution/strategy
In a population of 9.94 million, a whopping 97.6% of the people in the UAE are smartphone owners, compared to 68.6% that own a personal computer. Of the world’s 7.84 billion inhabitants, 91% own a mobile, while 64.4% of the population in developed countries have a computer.
The key insight: traditional horizontal media are increasingly outdated; vertical is now firmly established in consumers’ minds.
Smartphone users want content where they can follow the adventures of their favorite influencers. Globally, more than half of users watch vlogs and 42% get travel inspiration using smartphones. 75% of active Instagram users are likely to make purchasing decisions/destination choices after seeing video ads.
Results
Our influencers had a blast, our strategy and data were spot on, and our creative approach was a hit across 5 key markets – UAE, Saudi Arabia, Germany, UK and India.
Campaign reach: 80.99%
Total audience reach: 59.3m
Total views: 25.95m
Video engagements: 405,881
Total delivered clicks: 354,600
Landing page session : 144,900
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Entry credits
- Patrick Honein, Executive Creative Director, Sputnik Floyd FZE
- Michel Honein, Creative Director, Sputnik Floyd FZE
- Rey Amio, Digital Design Director, Sputnik Floyd FZE
- Bojan Preradovic, English Copywriter, Sputnik Floyd FZE
- Petra Issa, Communication Director, Sputnik Floyd FZE
- Marie Claire Marquez, Media Director, Sputnik Floyd FZE
- Roger Honein, Social Media Strategist, Sputnik Floyd FZE
- Louise Dorne, Social Media Manager/Producer, Sputnik Floyd FZE
- Raki Phillips, CEO, Ras Al Khaimah Tourism Development Authority
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Nominated
Company
Wavemaker UK
Client
Counter Terrorism Policing
Summary
This life saving media strategy tapped into the safe space of one of the UK’s most trusted parenting forums, Netmums, to find and engage parents of vulnerable children at risk of radicalisation at a time when the risk had never been higher.
With a small budget, this campaign goes to show that smart planning guided by strong insight can truly save lives.
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Entry credits
- Eleanor Cable, Content Manager, Wavemaker UK
- Verra Budimlija, Chief Strategy Officer, Wavemaker UK
- Gavin Laisby, Managing Partner, Wavemaker UK
- Carol Middleton, Client Managing Director, Wavemaker UK
- Michele Morley, Sales Director, Netmums
- Amy Queen, Sales Director, Netmums
- Niki Redmond, Head of Campaigns, UK Counter Terrorism Policing
- Lisa-Jo Salvona, Head of Campaigns, Netmums
- Suzanne Colmer, Campaigns Manager, Netmums
- Jamie Page, Growth Director, Wavemaker UK
- Isabelle James, Planning Manager, Wavemaker UK
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5
Music, Entertainment, Gaming and E-Sports
Description
Award
Company
33Seconds
Client
Sky
Summary
To support their range of documentary TV series, Sky approached us to establish their social channels as the home of factual content, building hype, interest and engagement for several titles in 2021 and beyond. They outlined a primary audience of TV, film and sports addicts and a secondary audience of people who want to learn about new thoughts and ideas. With these objectives and audiences in mind, we used social listening to uncover ‘the real reasons’ our audiences watch documentaries, which led to 4 clearly defined, impactful and adaptable content formats that could be used interchangeably across all titles. The formats delivered a creative way to showcase a range of topics and stories in ownable styles that bring documentaries to life on social. The organic posts have so far amassed 6,000,000 impressions and over 140,000 engagements: demonstrating huge interest from our communities in the content and the associated documentaries. Winning this award would be a great honour and testament to the strength of 33Seconds’ strategy and its successful execution to develop engaging communications specific to factual content on social.
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Entry credits
- Elisah van Vriesland, Associate Director, 33Seconds
- Seb Underhill, Creative Director, 33Seconds
- Stuart Larkin, Creative Lead, 33Seconds
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Nominated
Company
Big Village
Client
HBO / HBO Max
Summary
Ahead of the release of The Many Saints of Newark, HBO and HBO Max partnered with global advertising, technology, and data company Big Village and launched Bada Binge!, a multi-platform campaign featuring new Sopranos content across Facebook, Instagram, Twitter, YouTube, and Tiktok. The campaign consisted of phases, starting with #BadaBinge which called out fans in a challenge to re-watch six seasons of The Sopranos in six weeks with weekly check-ins on social media. At the same time, fresh content such as ‘The Best of The Sopranos’ and ‘The Sopranos Mafia Commandments’ was added to YouTube by Big Village, and short-form content was added to Tiktok to engage with younger audiences. Big Village later hosted a call-and-response stunt on Twitter called The 6 Degrees of Sopranos where we challenged fans to name an HBO actor – any actor! – declaring we could connect them back to The Sopranos in six degrees of past roles or less. Finally, on the eve of The Many Saints of Newark premiere, we transformed the @HBO Twitter handle into the“official” account of Satriale’s, the beloved pork store frequented by Tony and company in The Sopranos.
As a result of the campaign, HBO Max streams of The Sopranos increased by over 200% when compared to their average monthly views in 2021 leading up to the film’s premiere.
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Entry credits
- Jason Mulderig, SVP of Brand Marketing, HBO Max
- Duane Munn, VP of Brand Marketing, HBO Max
- Bill Leopold, Director of Editorial Strategy and Production, HBO Max
- Sabrina Barekzai, Director of Social Publishing, HBO Max
- Sarah Lee, Manager, Publishing Strategy, HBO Max
- Megan Zenger, Manager, Editorial, HBO Max
- Ariana Bacle, Manager, Editorial, HBO Max
- Gabrielle Otero, Manager, Editorial, HBO Max
- Chantal Rochelle, Manager, Editorial, HBO Max
- Becca Lambright, Brand Marketing Strategist, HBO Max
- Fiona Shea, Coordinator, Editorial, HBO Max
- Rebecca Alifimoff, Coordinator, Editorial, HBO Max
- Tasha McCaskiel, Coordinator, Editorial, HBO Max
- Katherin Herrera, Coordinator, Publishing, HBO Max
- Steven Rebeiro, Manager, Publishing Strategy, HBO Max
- Colby Anderson, Coordinator, Publishing, HBO Max
- Dean Page, Coordinator, Publishing, HBO Max
- Louis Segura, Manager, Publishing Strategy, HBO Max
- Conor Driscoll, Coordinator, Publishing, HBO Max
- Preeti Singh, Coordinator, Publishing, HBO Max
- Daniel Leng, Coordinator, Editorial, HBO Max
- Liliana Kinsey, Coordinator, Editorial, HBO Max
- Kaitlyn Miranda, Coordinator, Editorial, HBO Max
- Alessandra Donnelly, Manager, Publishing Strategy, HBO Max
- Julia Kaplowitz, Coordinator, Publishing, HBO Max
- Amari Diaw, Coordinator, Publishing, HBO Max
- Steve Scutellaro, Managing Director, Big Village
- Lindsey Allison, Head of Strategy, Big Village
- Matt Steinwald, Executive Creative Director, Big Village
- Jana Cudiamat, Account Director, Big Village
- Nadine Cheung, VP, Creative Director, Big Village
- Scott Jones, Associate Creative Director (ART), Big Village
- Caroline Garrett, Producer, Big Village
- Jonathan Mesquita, Sr. Editorial Strategist, Big Village
- Brenna Grant, Project Manager, Big Village
- Alex Grybauskas, Video Editor, Big Village
- Tatiana Lam, Motion Graphics Designer, Big Village
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Nominated
Company
OMD UK
Client
Channel 4
Summary
Channel 4 were set to launch the UK series of TV phenomenon Married at First Sight (MAFS). The Australian series had catapulted to fame but E4 were now to resurrect the UK version, ditching its previous cerebral documentary style and channelling enough wall-to-wall drama, glamour and love to rival the Ozzie iteration. Our job was to create enough anticipation that our carefully crafted audiences wouldn’t hesitate in saying ‘I do’ to the UK series!
Channel 4 can reach 35+ audiences through their owned broadcast media channels. The challenge came in reaching a 16-34 audience - the target for MAFS UK – who were declining in their linear TV and All 4 viewing. Overcoming this challenge was a business priority for Channel 4; as the network is funded by advertising, the more views shows such as MAFS drive, the more income is generated from ad sales. This is where OMD UK came in with a paid media strategy that meant 16-34s simply couldn’t miss the show.
The campaign ran across Facebook & Instagram, Snapchat, Twitter and TikTok and featured a Snapchat sound-on lens that made Channel 4 the first ever broadcaster to use the format. As the show aired, phase two of the campaign helped maintain momentum and reminded users to tune-in every week.
Our campaign sent MAFS UK rocketing into UK popular culture, making it the best overnight launch for a non-scripted series on Channel 4’s E4 channel ever, and 2nd best channel for younger audiences, during its slot.
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Entry credits
- Samuel Redding, Head of Paid Social, OMD UK
- Felix Hoppe, Associate Director, OMD UK
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Nominated
Company
Battenhall
Client
Google EMEA (YouTube)
Summary
YouTube Creators are the beating heart of the video-sharing social media platform. With over 22,000 Creators averaging more than 1m subscribers each, the community on YouTube is thriving.
YouTube is a leading brand for content creators online, as well as one of the most established and popular platforms for anyone looking to monetise their creative efforts and build community. In 2021, the brand wished to engage with more content creators in the UK. Battenhall was given a target of increasing positive sentiment across content by 40%, as well as increasing the volume of community management responses by 20% and keeping negative sentiment below 2% average.
We envisioned a long-term strategic campaign to show through active engagement that YouTube is always willing to stand up for its Creators, however big or small, to demonstrate every voice matters. Our strategy involved an always-on approach to craft reactive, thumb-stopping content, as well as ongoing research to tap into the most relevant cultural trends, supported by constant reporting and data analysis for continuous success.
We surpassed our initial goals by double, delivering a 49.5% increase in volume of community and creator responses, and a record-high 1.14 million total number of engagements (an increase of 294.1% from the previous year). We engaged with a total number of 3,226 creators and communities, while ensuring that negative Creator sentiment around the brand remained under 1%.
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Entry credits
- Kat Keen, Head of Social, UK, Google/YouTube
- Stephen Ferdinando, Social Media Manager, YTO/Shorts, Google/YouTube
- Lucinda Tedder, Associate Director, Battenhall
- Charlie Gregory, Design Director, Battenhall
- Lauren Gregory, Senior Account Director, Battenhall
- Grace Gardiner, Account Director, Battenhall
- Leah Domenet, Account Director, Battenhall
- Helen Dunbar, Account Manager, Battenhall
- Leanne Bebbington, Senior Account Executive, Battenhall
- Fabiana Barber, Account Executive, Battenhall
- Gabriella Nkom, Account Executive, Battenhall
- Jimmy Fitzgerald, Junior Account Executive, Battenhall
- Ray Basaula, Junior Account Executive, Battenhall
- Abdul Abubakar, Junior Account Executive, Battenhall
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Nominated
Company
Movement Strategy
Client
SHOWTIME Networks
Summary
Premiering Nov 2021, Yellowjackets is part survival epic, psychological horror story, and coming-of-age drama. Set in mid-90s and its present day aftermaths, Yellowjackets features dual ensembles of relatable Gen Z and Gen X Women. The challenge: break through peak TV clutter from hundreds of competing titles and recruit cross-generational audiences to Yellowjackets. Tying together the original premise, 90s nostalgia, multigenerational cast and unique voices, week-to-week social listening, original content, and community strategies targeted Gen Z, Millennial and Gen Y women. Social engagement grew each week, as mentions exploded 27x and reach doubled eight consecutive times over ten weeks.
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Entry credits
- Lisa Norris, Creative Director, Movement Strategy
- Connor Palomino, Associate Creative Director, Movement Strategy
- Chloe Israel, Copywriter, Movement Strategy
- Sophie Li, Junior Art Director, Movement Strategy
- Kemy Acacia, Account Director, Movement Strategy
- Lindsay Doscher, Associate Director Project Management, Movement Strategy
- Nick Mangiapane, Associate Director Digital Content, Movement Strategy
- Jake Moody, Community Manager, Movement Strategy
- Kimmy Shoval, VP, Head of Influencer Marketing, Movement Strategy
- Jill Perera, Senior Influencers Marketing Manager, Movement Strategy
- Dani Calogera, VP, Brand & Digital Marketing, SHOWTIME
- Marie Goldstein, Director, Brand & Digital Marketing, SHOWTIME
- Paula de Oliveira, Digital Marketing Coordinator, SHOWTIME
- Irina Finerman, Director, Digital Content & Partnerships, SHOWTIME
- Jacqueline Vissat, Sr Manager, Digital Marketing, SHOWTIME
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5
Consumer Products or Services
Description
For work that shows how effective social media has been used in the customer service sector.
Highly Commended
Company
TMW Unlimited
Client
Emmi Caffè Latte
Summary
With an increasingly competitive category consisting of some better-known and loved coffee brands, we needed to reinforce and protect Emmi CAFFÈ LATTE’s market position, ramp up awareness and stimulate product sales by partnering with a brand we knew our audience would love - Love Island 2022.
Through a partnership with perfectly matched ingredients, and a carefully crafted and expertly served set of social engagement tactics, Emmi CAFFÈ LATTE kept the social iced coffee conversation alive for 8 weeks of the summer, to drive cut-through and relevance that would far outweigh what a traditional media-led approach could bring.
To ensure we were embedded in the ever-prevalent Love Island conversation, we created both planned and reactive ‘fun-in-the-sun’ social content – the kind of non-broadcast stuff we know our audience can’t get enough of. Our coffee-inspired games revealed islander interactions and insights fans hadn’t seen before – fuelled by same-day memes, competitions and teasers; all wrapped up in an instantly recognisable tropical livery, lively TOV and unwavering quality LOLs throughout.
Our smart channel and media strategy led to the partnership reaching over 40 million people across Facebook, Instagram, TikTok and Twitter, delivering far beyond that of the media budget – a result of irresistible content that attracted over 3.5 million people actively engaging with it on our channels.
It also led to brand recall of 73% and marked uplift in purchase intent (+8%) and product sales (+12%).
Not bad for 8 weeks work!
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Entry credits
- Olivia Wedderburn, Social and Influence Director, TMW Unlimited
- Mark Urey, Creative Director, TMW Unlimited
- Lucy Matthews, Art Director, TMW Unlimited
- Amalie Bleackley, Copywriter, TMW Unlimited
- Fred Brinton, Senior Planner, TMW Unlimited
- Claire Wilson, Senior Account Director, TMW Unlimited
- Becky Yates, Senior Campaign Manager, TMW Unlimited
- Lauren Crook, Senior Campaign Manager, TMW Unlimited
- Sarah Theaker, Social and Community Engagement Lead, TMW Unlimited
- Izzy Soupe, Social Media Manager, TMW Unlimited
- Obi Adiukwu, Designer/Motion, TMW Unlimited
- Tom Gillanders, Designer, TMW Unlimited
- Liz Hickson, Studio Manager, TMW Unlimited
- Seb Fisher, Studio Manager, TMW Unlimited
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Award
Company
The Kitchen
Client
Kraft Heinz
Summary
By the time soup season was on the menu in 2021, appetites for Heinz Big Soup had changed. Once a store staple, it was now battling supermarket delistings of its primary varieties and declining sales. We needed to warm the nation’s hearts and get them reaching out for a bowlful of Big Soup again.
But it wasn’t just Big Soup facing big problems; global supply chain issues meant that food shortages threatened to ruin festive cheer. A Christmas miracle was needed.
With Brits facing the prospect of an empty Christmas table, we served up Heinz Christmas Dinner Big Soup: a chunky, thick soup that featured every festive trimming – from turkey to pigs-in-blankets, stuffing to sprouts.
Our challenge was to get the nation talking about a festive product with a tin can budget, at a time when UK retailers were spending millions on advertising. We built buzz for Christmas Dinner Big Soup on social to quickly sell out the limited edition cans and maintained the hype through smart activations, such as hijacking the launch of the John Lewis Christmas ad with a hilarious TikTok parody.
Heinz Christmas Dinner Big Soup became the 5th most talked about campaign of the season, engaging a nation and driving strong brand results. A Christmas miracle did happen thanks to social. Consumers were now hungry again for Heinz Big Soup and buyers from major supermarkets were desperate to get the product on shelf, with one saying ‘I’ll take 100 pallets right now’.
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Entry video
Entry credits
- Alex Wade, Digital & Media Lead, Kraft Heinz
- Matthew Mill, Marketing Lead / Head of Marketing Meals Northern Europe, Kraft Heinz
- Anke von Hanstein, Sr. Brand Manager, Kraft Heinz
- Jaime Brahmbhatt, Designer, The Kitchen
- Michelle Everingham, Sr. Social Media Manager, The Kitchen
- Helen Burrows, Content Strategist, The Kitchen
- Carl Taylor, Photographer & Director, Act Two
- Jon Desai-Leach, Studio Manager, Hogarth
- Kristi Luik, Account Executive, Hogarth
- Dan Fryer, Creative Director, Vayner Media
- Sophie Gorman, Account Director, Vayner Media
- Victoria ONeill, Sr. Account Manager, Vayner Media
- Lettie Birkett, Project Manager, Vayner Media
- Marcus Wilson, Strategist, Vayner Media
- Yuliya Oleynykova, Strategist, Vayner Media
- Glynn Waltham, Creator, Vayner Media
- Chariza Miranda, Creator, Vayner Media
- Clem Morris, Creator, Vayner Media
- Nina Reichenberg, Creator, Vayner Media
- Georgina Aindow , Creator, Vayner Media
- Theo Gearing, Creator, Vayner Media
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Nominated
Company
RocketMill
Client
USN
Summary
USN needed to create market differentiation in an increasingly competitive market whilst finding new audiences outside of their traditional bodybuilding customer base. RocketMill created and launched a brand idea and visual across YouTube, Meta and TikTok resulting in a 32% increase in Share of Search year-on-year, a 30% increase in sales year-on-year and a 64% increase in ad click-through rates.
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Entry credits
- The Team, at, RocketMill
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Nominated
Company
VOLT Studio, Molson Coors In-House Agency
Client
Molson Coors
Summary
Over the past three seasons Coors Banquet has become the Unofficial “Official” beer of the Netflix show Cobra Kai. It’s the favorite beer of several characters appearing in multiple episodes each season, without paying for any product placement. For the launch of Cobra Kai season 4 while Cobra Kai was being hyped in the press, we hyped that Coors Banquet was a part of the cult show, without ever mentioning that we were and created a campaign to spot the Banquets in each episode - #SeektheBanquets.
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Entry credits
- na na, na, na
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Nominated
Company
U-Studio / OLIVER Agency
Client
Unilever - Klondike
Summary
What would you do if your brand wanted to target the most cynical and aloof generation ever? Well, that’s exactly what Klondike did last year. See, the brand’s core demographic is 40-55-year-olds who haven’t liked or followed anything in over a decade. Let alone, do anything for a Klondike. So, to reach the most anti-social generation ever, we spent a year turning our feed into an all-you-can-eat 80’s buffet, making Adweek’s top social brands list.
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Entry credits
- na na, na, na
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4
Best Use of Twitter
Description
Award
Company
adidas & Twitter Next
Client
adidas
Summary
adidas wanted to drive hype around their new X Speedflow football boots by positioning them as the fastest footballing footwear on the planet. But, to get football fans to truly understand that X Speedflow represented speed, we had to produce an idea that would go beyond passive consumption and give football fans something unique.
So we created @XSpeedflow. A custom-built Twitter account (the first of its kind) only the fastest could follow. Players kept an eye on a livestream that acted as a starter gun, signalling the moment @XSpeedflow was open and kicking off a European wide race between 9 million players to hit the 'follow' button, and prove they were worthy to wear the world’s fastest boots.
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Entry credits
- Sam Waymont, Senior Strategist, Twitter Next
- Rick Smith, Sr. Technical Program Manager, Twitter Next
- Lara Bean, Senior Manager, Europe Newsroom, adidas
- Jenny Kam, Assistant Manager, adidas Europe Newsroom, adidas
- Victor Sharp, Senior Manager, Paris Newsroom, adidas
- Jonny Silcock, Senior Manager, London Newsroom, adidas
- Maria Cortes, Digital Specialist, Spain, adidas
- Alexandre Heckel, Publishing Specialist, Paris Newsroom, adidas
- Ayesha Brown, Community Manager, London Newsroom, adidas
- Sean Bone, Creative, Twitter Next
Entry video
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Nominated
Company
Twitter Next x Wavemaker UK
Client
Netflix UK
Summary
Ahead of the launch of their Christmas movie ‘Robin Robin’, Netflix UK tasked us to come up with a conversational idea that would help them cut through the clutter at a time of the year when the battle for viewership is at its peak.
We knew that people loved to tweet about their love of birdwatching to help them get through the pandemic (+178% year-on-year increase in conversation on Twitter). So, with Robin Robin featuring a lovely bird as the main character, we decided to blend the boundaries between real birds and animation to get people Tweeting.
In partnership with the Royal Society for the Protection of Birds, our very own "NESTFLIX" was born; a soothing and interactive livestream featuring birds (including robins!) flying and feeding through the Christmassy atmosphere of Robin Robin, live on Twitter.
Netflix UK reached a large, captive audience of fans who took notice, remembered, and tweeted about #RobinRobin, at the busiest time of the year. We achieved 1.4M views of the livestream (including dozens of cats...), 519K minutes watched, equating to an average of 45 seconds per viewer, and 22,000 mentions of #RobinRobin.
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Entry credits
- Maxime Derrien, Brand Strategist, Twitter Next
- Dee Wood, Head of Twitter Next Lab EMEA, Twitter Next Lab EMEA
- Rick Smith, Senior Creative Technologist, Twitter Next Lab EMEA
- Jasmin Khan, Lead Program Manager, Twitter Next Lab EMEA
- Michael MacAuliffe, Senior Client Account Manager, Twitter UK
- Becky Potter, Precision Director, Wavemaker UK
- Alex Kenzie, Client Lead, Wavemaker UK
- Bethany Moss, Planning Manager, Wavemaker UK
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Nominated
Company
McCann Manchester
Client
Aldi UK
Summary
Every bank holiday is the same. Offers, promotions and named-brand noise. Everywhere. And with our customers often trading up for the occasion, we knew it would be hard to be heard in the conversation.
So, while everyone was talking about the big brands, we got the big brands to talk about us.
Turning on our Out Of Office and going off to have fun, with one simple tweet we invited brands across the UK to cover our shift – and they all jumped at the chance, with over 40 household brands getting involved.
From social giants like KFC, innocent and Specsavers to British institutions like Polo, Dominos and Heinz. And even some competitors too. We sat back, relaxed, and let them do our job for us, racking up over 140k engagements and 5.1 million impressions without lifting a finger or spending a single penny.
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Entry credits
- Dan Noller, Digital Creative Director, McCann Manchester
- Mike McGuinness, Social Designer & Art Director, McCann Manchester
- Hannah Tudor, Social Creative / Copywriter, McCann Manchester
- Calum Macdonald-Ball, Head of Live, McCann Manchester
- Sophie Mullins, Social Media Account Director, McCann Manchester
- Annabel Gouveia, Social Media Account Manager, McCann Manchester
- Amy Beet , Social Media Account Manager, McCann Manchester
- Maddy Brice, Social Media Account Executive, McCann Manchester
Entry video
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Nominated
Company
VOLT Studio, Molson Coors In-House Agency
Client
Molson Coors
Summary
We've been giving people taste they can depend on since 1975. So, we thought, what if we applied that authenticity to the often inauthentic world of social media? We knocked down a social POV, threw some buzzwords on the bonfire and made a Twitter strategy as simple and straightforward as the ingredients in our beer. By roasting the inauthentic and toasting to our fans, we helped Miller Lite stay relevant and part of the conversation.
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Entry credits
- na na, na, na
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6
Best Use of Tik Tok
Description
Nominated
Company
OK COOL
Client
Nike x JD
Summary
OK COOL creates an of-the-moment TikTok campaign for Nike and JD Sports, by pulling the Air Max out of your dad’s box in the attic marked “old stuff” and into the hearts, minds and screens of Gen Z. The hashtag #MyJDAirMax was used over 3.9 billion times and allowed users to show off their style and creativity, all the while breathing new life into the world’s most iconic silhouette. The hashtag increased brand site traffic by 112%, and is the most successful campaign for Nike and JD Sports to date.
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Entry credits
- Liz Stone, Founder and Creative Director, OK COOL
- Jack Lewis, Senior Account Director, OK COOL
- Ally Whitaker, Senior Content Creative, OK COOL
- Safeen James, Creative, Freelance
Entry video
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Highly Commended
Company
VaynerMedia EMEA + The Kitchen @ Kraft Heinz
Client
Kraft Heinz
Summary
By the time soup season arrived back in 2021, appetites for Heinz Big Soup had changed.
Once a store staple, it was now battling declining sales. We needed to warm the nation’s hearts and get them reaching out for a bowl of Big Soup again.
But it wasn’t just Big Soup facing big problems; global supply chain issues meant that food shortages threatened to ruin festive cheer. A Christmas miracle was needed.
With Brits facing the prospect of an empty Christmas table, we served up Heinz Christmas Dinner Big Soup: a chunky soup that featured every festive trimming – from turkey to pigs-in-blankets, stuffing to sprouts.
Our challenge was to get the nation talking about a festive product with a tin can budget when UK retailers were spending millions on Christmas campaigns. We knew TikTok could help us.
When John Lewis released its annual festive ad, we hijacked this Christmas moment in true TikTok style by creating a lo-fi parody of the ad that tapped into the trends, creativity and humour enjoyed on the platform.
Our unconventional Christmas ad went viral, receiving a flurry of positive comments and outperforming John Lewis’s ad on the platform. It helped Christmas Dinner Big Soup become the 5th most talked about campaign of the season, engaging a nation, and driving strong brand results.
A Christmas miracle did happen thanks to TikTok. Consumers were hungry again for Heinz Big Soup.
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Entry credits
- Alex Wade, Head of Media & Digital | Head of The Kitchen at Kraft Heinz NE, Kraft Heinz
- Matt Mill, Head of Marketing Meals Northern Europe, Kraft Heinz
- Anke von Hanstein, Senior Brand Manager - Sauces, Kraft Heinz
- Helen Burrows, Social Strategist, The Kitchen @ Kraft Heinz
- Michelle Everingham, Senior Social Media Manager, The Kitchen @ Kraft Heinz
- Jamie Brahmbhatt, Graphic Design, Kraft Heinz
- Dan Fryer, Creative Director, VaynerMedia
- Sophie Gorman, Account Director, VaynerMedia
- Victoria ONeill, Senior Account Manager, VaynerMedia
- Lettie Birkett, Project Manager, VaynerMedia
- Marcus Wilson, Strategist, VaynerMedia
- Yuliya Oleynykova, Strategist, VaynerMedia
- Glynn Waltham, Creator, VaynerMedia
- Chariza Miranda, Creator, VaynerMedia
- Clem Morris, Creator, VaynerMedia
- Nina Reichenberg, Creator, VaynerMedia
- Georgina Aindow, Creator, VaynerMedia
- Theo Gearing, Creator, VaynerMedia
Entry video
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Highly Commended
Company
OneFifty Consultancy
Client
Toby Carvery
Summary
What happens when you introduce the Home of the Roast to the UKs fastest growing
social media platform? Views in the millions (all organic), more followers than any other restaurant brand in the UK AND, more importantly, an increase in footfall. That’s all from spotting a strategic opportunity to meaningfully reach a key Toby audience to impact trading and build the brand medium term.
This is how we drove that success through a data-led approach.
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Entry credits
- Katie Buckett, Co-Founder, OneFifty Consultancy
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Nominated
Company
180 Amsterdam
Client
PepsiCo
Summary
TikTok is full of great moves and great tracks, delivering moreish content each and every single day.
But what if you could use your body as the instrument? What if the two - platform and user - could be connected to deliver a completely unique piece of music based on your dance moves?
We were told it wouldn’t be possible. That ‘using the whole body has never been done before’.
We were undeterred. So, we challenged and pushed for evolution, resulting in an innovation of the platform itself and the delivery of a world-first branded experience: Mirinda Move&Mix.
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Entry credits
- EJ Galang, Executive Creative Director, 180 Amsterdam
- Amber Steevensz, Senior Art Director, 180 Amsterdam
- Tom Carver , Copywriter , 180 Amsterdam
- Tova Andersson, Art Director , 180 Amsterdam
- Pasha Shahini, Account Director , 180 Amsterdam
- Mark van Geemen, Account Manager , 180 Amsterdam
- Deepanshu Sharma, Global Lead , Byte Dance
- Katrina Encanto, Executive Creative Director, 180 Amsterdam
- Hayley Reddall, Brand Director, 180 Amsterdam
- Heather Lewis, Strategy Director, 180 Amsterdam
Entry video
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Nominated
Company
NatWest
Summary
We know that it’s all too easy to procrastinate when it comes to achieving our goals and that just getting started can be tricky. The biggest things holding us back are a lack of motivation, capability and opportunity to get going which is exactly why NatWest are on a mission to break that cycle and inspire people to take action today for a better tomorrow, because taking action feels good. Working with Tik Tok, we’ve launched the first ever hashtag challenge not just for us but for any UK high street bank – using the hashtag #NatwestWhatYouWaitingFor we worked with 5 top tier creators to share their stories of what they’ve achieved by taking action and inspired others to do the same.
It’s difficult to capture and keep people’s attention in a low-interest category like finance, particularly when you’re targeting an under 35 audience who are notoriously tough to engage but our results speak for themselves. Our first ever hashtag challenge reached 15.8m people in the UK, boosted our ad recall results by a staggering 52% and increased favourability of NatWest by 14%, smashing all of our benchmarks.
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Entry credits
- Paige Hartman, Social Media Manager, NatWest
- Jamie Champaneri, Creative Designer, NatWest
- Charlotte Dickson, Social Media Lead, NatWest
- Calum Greenhill, Social Media Manager, NatWest
- Matt Shaw, Senior Strategist, The & Partnership
- Alex Addison, Account Director, The & Partnership
- Florence Prevezer, Business Director, The & Partnership
- Loui Bowes, Creative Director, The & Partnership
- Carl Storey, Creative, The & Partnership
- Katy Bugg, Paid Social Analyst, Initiative
- Dion Vales, Paid Social Account Manager, Initiative
- Chloe Fanning, Associate Director, Initiative
- Kim Tomlinson, Director, Initiative
Entry video
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Award
Company
Whalar
Client
Clé de Peau Beauté
Summary
Clé de Peau Beauté, a premium beauty brand, set out to expand our devout following and introduce our products to a new generation, meeting them where they go for beauty tips and inspiration: TikTok and Instagram.
American icon and devoted fan, Martha Stewart, was the perfect partner for our TikTok debut.
Her enduring appeal, better than anyone, captures the message that it's possible to achieve Generation Ageless.
We needed to promote our prestige products, drive users to the site and make waves on social and beyond.
The juxtaposition of a classic brand on a fun, young platform was ripe for humor. Having famous friends makes Martha a rare cultural tastemaker across generations especially since she was ready to lean into the ‘thirst-trap’ moniker from her infamous selfie.
Our nuanced approach combined Martha’s universal appeal, trendy-but-effortlessly-cool TikTok poses, and cheeky humor.
Idea: reveal the brand & products as Martha's secret to her 'thirst trap' selfie. We worked closely with Martha to create five videos all in the style and language of TikTok.
Our first video wowed the world with Martha’s acknowledgement and ownership of the Thirst Trap title and explained how she achieved it with some help from Clé de Peau.
The following four videos featured different products and played on Martha’s newfound status as a classy and desirable TikTok influencer, able to hold her own and outshine any other beauty tutorialist. The videos highlighted different products that complimented the social trend that Martha was poking fun at.
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Entry credits
- The Team, from, Clé de Peau Beauté
- The Team, from, MARTHA STEWART LIVING OMNI MEDIA INC.
- The Team, from, Whalar
- The Team, from, HAUS OF SÔS
- The Team, from, Autumn Communications
- The Team, from, PELLICULE FILM
Entry video
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6
Best Use of Instagram
Description
Award
Company
Hey Honey
Client
Crocs Europe
Summary
Crocs Europe tasked Hey Honey with increasing their community size by 50% with a 1 month deadline. In order to do so, Hey Honey tapped into a broader range of influencer and tastemaker accounts in order to increase reach in new follower bases.
Hey Honey leveraged content with key players in the celebrity (Faye Winter of Love Island), influencer, and meme (Archbischop of Banterbury) space to grow the account by 30,000 followers in 3 weeks, exceeding the goal mapped out.
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Entry credits
- Celine Boubekri, Client Services Director, Hey Honey
- Liam Heskethh, Account Manager, Hey Honey
- Morgan Beattie, Producer, Hey Honey
- Elena Garcia, Project Manager, Hey Honey
- Marlis May, Social Media Manager, Hey Honey
- Taylor Barringer, Content Director, Hey Honey
- Yan Le Bozec, Sr. Marketing Director EMEA-LATAM & Global Lead Distributor Marketing, Crocs Europe
- Giorgia Fossati, Brand Marketing Digital Specialist EMEA, Crocs Europe
- Antonela Grippo, Manager Brand Digital Marketing EMEA-LATAM, Crocs Europe
- Pablo Romero, Communications and Social Media Director EMEA, Crocs Europe
Entry video
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Nominated
Company
Frisson Creative
Client
Laureus
Summary
- Frisson created an authentic Instagram-led campaign, celebrating Laureus’ sport for good messaging, highlighting the achievements of the nominees and winners. Frisson drove online relevance prior to the awards through Instagram, maintaining online noise in the weeks that followed.
- Our activity around the award ceremony received unprecedented success on Laureus-owned Instagram channel driving a huge uplift in performance from last years metrics.
- We also created a distinct visual evolution of Laureus’ Instagram page, positioning Laureus as a leading creative brand on social. The content we produced for the campaign was of such high quality that twenty of the biggest athletes in the world were motivated to collaborate with our posts, sharing our original content on their owned Instagram channels, names included Rafael Nadal, Robert Lewandowski, Max Verstappen and Elaine Thompson-Herrah.
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Entry credits
- Adam Tanous, CEO, Frisson Creative
- Matt Denney, Head of Digital Communications, Frisson Creative
- Sam Brandon, Head of Social, Frisson Creative
- Joshua Gilroy-Rossi, Lead Designer & Content Manager, Frisson Creative
- Alistair Rowley, Head of Content, Frisson Creative
Entry video
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Nominated
Company
Ogilvy UK
Client
HOKA
Summary
No one is born a runner, but Hoka believes anyone can become one. Straddling our instagram community and our strava running community – HOKA looked to hero its new silhouette - The HOKA Bondi X – a shoe made for any type of runner – by challenging everyone - thats all racers, walkers, runners, joggers, jumpers and strollers (yes even you) to run a marathon in a month between the 1st and 31st of October 2021.
The challenge was designed so that everyday people could take part and get closer to feeling like running was for them – no matter how fit they were, how slow they were or how they felt about running.
We encouraged people to surprise themselves, push themselves and be themselves – with the added bonus that if they completed the 42.2km in the month of October – they could also win a pair of the new HOKA Bondi X and gain entry to the Rotterdam Marathon – so thier running journey would continue and they could fly like never before.
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Entry credits
- Chris Wall , ECD, Ogilvy UK
Entry video
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Highly Commended
Company
1DS Collective
Client
Liver King
Summary
Having transformed many lives through his own glandular supplements brand, Liver King approached 1DS with a desire to take his message and mission to the world. We would launch Liver King as a personal brand across key social media channels: Instagram, TikTok, Facebook, YouTube and Snapchat. To cut through the noise, compelling and highly motivational content was central to his launch strategy - as was tactfully aligning Liver King with the right external channels for elevated promotion. Liver King needed to be everywhere, in order to become a staple of users' media consumption; in order to create mega fans who would adopt and propel the message alongside him. 1DS created a bespoke brand guide for Liver King; amassed intense anticipation with an emotional-driven "Why" video, which was soon followed by creative tenet-driven content, as well as community-building challenges/trends. We guided Liver King through the artful balance of gaining early (and immense) virality and exposure, whilst honoring the importance of brand building, and always circling back to the key message. After a matter of weeks, Liver King had become the most talked-about, completely unanticipated online personality to make their mark on the 2021 social media landscape.
Entry image
Entry credits
- John Hyland, CEO, 1DS Collective
- Sam Parham, COO, 1DS Collective
Entry video
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Highly Commended
Company
Hubbub Foundation UK
Summary
Hubbub is an environmental charity that designs high-profile, positive and disruptive campaigns to inspire greener ways of living and revolutionise the way environmental issues are communicated to the public. We make environmental action accessible and desirable for everyone, including people who don’t think it’s for them.
Digitally, Instagram is our key strategic channel to achieve this as it contains the highest proportion of our target audience, climate curious 25-35 year olds, and the largest variety of tools to bring our creative messaging to life. And from our content being organically picked up and featured in The Sun, to reaching over 3 million people so far this year just through Instagram, we can safely say it’s working.
Our Instagram fits a unique niche, as there are plenty of design agencies, environmental organisations and community groups on social media, but Hubbub’s feed combines the strengths of each of these roles. The variety of topics and content styles we cover, the real social and environmental impact we have on the ground, and the wider conversations and collaborations that come from this and allow us to scale our work further, are the reasons we believe our Instagram is one of the best and most unique out there. This entry shares how we achieve this, and a case study from one of our recent Instagram focussed campaigns.
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Entry credits
- N/A N/A, N/A, Hubbub Foundation UK
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Nominated
Company
Movement Strategy
Client
Adult Swim
Summary
Rick and Morty social was grown in-house and were wary of outsiders coming in with off-brand creative, so the challenge was remaining true to the brand’s spirit of iconoclastic subversion. All posts, videos, statics, and sponsored content had to feel slyly self-referential, disruptive, and irreverent. The goal aimed to expand Adult Swim’s audience beyond its core millennial fanbase by engaging Gen-Z viewers with undeniably scroll-stopping content that feels fan driven, rather than brand-led.
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Entry credits
- Jason Mitchell, CEO, Movement Strategy
- Daneil Zamilpa, Account Director, Movement Strategy
- Lena Herve, Creative Director, Movement Strategy
- Roland Parker, Associate Creative Director, Movement Strategy
- Pheobe Sotomango, Associate Creative Director, Movement Strategy
- Matthew Chevlen, Senior Copywriter, Movement Strategy
- Ryan Padgham, Art Director, Movement Strategy
- Jephthe Ferdilus, Graphic Designer, Movement Strategy
- Nick Mangiapane, Associate Director Digital Content, Movement Strategy
- Carly Smith, Associate Director Digital Content, Movement Strategy
- Olivia Connolly, Content Strategist, Movement Strategy
- Kylie Ladd, Senior Data Strategist, Movement Strategy
- Khue Cai, Project Manager, Movement Strategy
- Dana Smith, Project Manager, Movement Strategy
- Michael Cahill, Vice President, On-Air & Social Media, Adult Swim
- Shane Deering, Animator & Designer, Adult Swim
- Elijah Watkins, Social Media Writer & Producer, Adult Swim
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2
Best Use of LinkedIn
Description
Highly Commended
Company
Wavemaker UK and The&Partnership
Client
RNIB
Summary
90% of people with sight loss find information on packaging difficult or impossible to read, and these challenges are both poorly understood and poorly addressed by businesses and the general public.
The RNIB exists to improve the lives of blind and partially sighted people for the better. They asked us to help raise public awareness of the issue and compel brands to partner with them to improve the shopping experience for those with sight loss.
So we created a unique experiential event that invited both business decision makers and the general public to engage with the issue first-hand. The ‘What’s in Store’ featured deliberately inaccessible packaging to highlight the challenges many face every day. Content created from the pop up was then seeded out through targeted digital media, ultimately garnering over 340k views and helping to establish 15 new and revived corporate partnerships for the RNIB.
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Entry credits
- Oliver Halliwell, Managing Partner, Wavemaker UK
- Charlotte Jeffries, Client Lead, Wavemaker UK
- Lydia Taylor, Strategy Lead, Wavemaker UK
- Neil Bamford, Media Manager, Wavemaker UK
- Khadijah Rahman, Media Executive, Wavemaker UK
- Tiffany Grech, Media Executive, Wavemaker UK
- Heather Williams, Senior Creative Account Manager, Kinetic Worldwide
- Jonathan Schultz, Director, Ambient WW
- John Dick, Client Services Director, Ambient WW
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Award
Company
FCB Inferno
Client
Virgin Group
Summary
This campaign has fundamentally shifted the way people view one of the most common forms of neurodiversity in the workplace. By recognising dyslexic thinking as a skill on LinkedIn, we have given the 1 in 5 people in the world who are affected by dyslexia the confidence to embrace their unique way of interacting with co-workers and employers. With a 1562% increase in positive online sentiment towards the word “dyslexia,” we’ve definitively proven that dyslexic thinking is exactly the kind of skill needed to push humanity forward, and it’s now being recognised as the positive force it should be thanks to becoming an official entry on dictionary.com.
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Entry video
Entry credits
- Owen Lee, Chief Creative Officer, FCB Inferno
- Danilo Boer, Global Creative Partner, FCB
- CC Clark, EVP Communications – PR & Partnerships,, FCB Inferno
- Jessica Giles, Creative Director, FCB Inferno
- Austin Hamilton, Creative Director, FCB Inferno
- Nikki Chapman, Director of Production, FCB Inferno / 456 Studios
- Rachael Clarke, Creative Producer, FCB Inferno
- Alvaro Ramirez, Director & Editor, 456 Studios
- Karen McNamara, Publicity Director, FCB Inferno
- Caio Silva, Business Affairs Manager, FCB Inferno
- Dante Attuoni, Designer, FCB Inferno
- Viliam Snirc, Editor, FCB Inferno
- Tamara Pickett, Group Communications & External Relations Director, Virgin Group
- Ellie Ball, Communications & Events Officer, Virgin Group
- Tomas Jenkins, Video Editor & Animator, Virgin Group
- Tania Steere, Senior Content & Communications Lead, Virgin Group
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4
Best Use of Facebook
Description
Award
Company
BUXTON® Water
Summary
As the official water sponsor of the 2022 TCS London Marathon, BUXTON® Natural Mineral Water is proud to support the nation on their journey to one of the world's greatest marathons.
A source of resilience and hydration, BUXTON® water is naturally pure and gains a unique mineral blend on its journey up through rock before reaching the surface. Just like running the TCS London Marathon, it’s the resilience throughout the journey up that determines the outcome. BUXTON® supports this through a message of 'Dont Give Up, Rise Up'.
In 2022, BUXTON® gave people the opportunity to share their own story of resilience for a chance to win one of eight places in the TCS London Marathon.
Out of 5,567 applicants, 8 selected winners were chosen to participate in the race and become BUXTON®'s Rise Up Runners team.
To further drive awareness of the campaign in the run up to the race, BUXTON® followed the training of the Rise Up Runners and shared their stories through social media to help to support the runners and their goals. To celebrate the final countdown to the London Marathon, BUXTON® shared the incredible achievements of the Rise Up Runners and the reasons why they are taking part in the marathon.
Entry image
Entry video
Entry credits
- Katie Torpey, Social Media Manager, Nestle
- Ibrahim Omotosho, Digital Marketing Manager, Nestle
- Ysaline Lannoy, Brand Manager , Nestle
- Agathe Robert, Brand Lead, Nestle
- Warren Plaskett, Head of Marketing, Nestle
- Tom Richardson, Videography, Nestle
- James Parsons, Photography, (Backdrop Productions)
- Jane Garcia-Rodriguez, Planning Director, Zenith Media Nestle One Team
- Pam Pintado Gaibor, Senior Planning Executive, Zenith Media Nestle One Team
- Maria Majekodunmi, Account Manager, Performics Nestle One Team
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Nominated
Company
PURPOSE.ANT
Client
GENERALI VIETNAM
Summary
Can an insurance company use social commerce to create a life-altering connection between brand purpose and consumers? That’s just what Generali Vietnam did using Facebook – PURPOSE.ANT and Generali Vietnam broke social campaign norms by using Facebook technology to bring to life the benefits of an intangible product that helped turn negative COVID-19 impacts into a positive, tangible experience that connected a community of consumers' dreams to the life-changing ‘Tomorrow Flea Market’.
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Entry credits
- Le Tran Do Quynh, Group Account Director, PURPOSE.ANT
- My Linh Tran Thi, Account Manager, PURPOSE.ANT
- Nghi Cao Minh Doan, Senior Account Executive, PURPOSE.ANT
- Hai Nguyen Ngoc, Account Executive, PURPOSE.ANT
- Lan Tran Ngoc, Business Operation Director, PURPOSE.ANT
- Nam Hang Hai, Associate Creative Director, PURPOSE.ANT
- Son Le Ngoc, Art Director, PURPOSE.ANT
- Tien Bui Duc, Designer, PURPOSE.ANT
- Vinh Sy Huu, Copywriter, PURPOSE.ANT
- Hoang Anh Nguyen Tran, Head of Planning, PURPOSE.ANT
- Khanh Nguyen Bao, Senior Planning Manager, PURPOSE.ANT
- Huan Nguyen Quan, Planner, PURPOSE.ANT
- Tony Nhat Nguyen, Executive Producer, Children Of
- Nghi Nguyen, Editor, Children Of
- Quan Do, Editor, Children Of
- Chau Huynh Nguyen Lien, Chief Marketing Officer cum Chief Officer Direct Business and GenE Channel, Generali Vietnam
- My Cao Hoai, Head of Brand & Integrated Marketing, Generali Vietnam
- Hao Dang Anh, Associate Manager - Brand & Integrated Marketing, Generali Vietnam
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Nominated
Company
RocketMill
Client
Huggies
Summary
Huggies partnered with RocketMill to increase household penetration for DryNites by driving trials and first-party data capture through digital media to encourage registrations and sampling. The team at RocketMill set out to test dynamic creative optimisation across social advertising to deliver a tailored creative execution, at the appropriate time of day, based upon the need state of parents in the morning versus the evening.
Reaching the right audience, with the right message, at the right time resulted in the highest conversion rate across all website channels at the time, increasing 135%, and drove a 240% increase in first party data registrations year-on-year.
Entry image
Entry credits
- The Team, at, RocketMill
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Highly Commended
Company
Propel / OLIVER Agency
Client
Swoop
Summary
Time-sensitive deals are common in the airline industry, but Swoop—Canada’s ultra-low-cost carrier—is anything but. To promote a limited-time sale with 60% off flights to Mexico, we enlisted Mother Nature’s help to create a countdown timer like never before. On one of the very beaches we were promoting, we made a giant coupon in the sand. As the tide came in, it slowly erased the offer. We streamed the event on Facebook, inviting people to take advantage of the deal before it washed away.
Entry image
Entry credits
- na na, na, na
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2
Best Use of Snapchat
Description
Nominated
Company
Havas Media
Client
BBC
Summary
Freeze the Fear was a Snapchat-centric campaign focussed on reaching unique Snapchatters with a low affinity to the BBC, alongside BBC Data Audiences with a taste for adventure and reality, ready to be entertained. By maximising and utilising a plethora of Snapchat ad capabilities with AR at the core, we connected to Snapchatters in a powerful, interactive and memorable way bringing a gamified version of Freeze the Fear to life in an irresistible fashion, whilst generating & maintaining hype (+13% ad awareness).
The success of this campaign was down to the ingenious use of Snap formats and audiences to generate a huge demand and awareness around the show (+6 brand awareness / +14% product awareness). We made it impossible to resist watching (82.4% view rate – +24% benchmark), due to thrilling trailer assets dropping into audience feeds, followed by emotional introductions to the celeb contestants.
Episodic support was scattered from the 2nd TX to the final (2.6M reach), creating bursts of FOMO moments which plunged the audience into FOMO, building anticipation for upcoming episodes.
Our partner team at Snapchat have confirmed this was the most successful use of a multitouch strategy, with the lens smashing the benchmarks for a face morph activation with 29.1-seconds playtime, +191% above industry standards, in addition to 316k earned reach. The reaction from Snapchatters was evident with 203k shares & 13k saves, the fun challenge element just shone through, drawing users in time and time again.
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Entry credits
- Andrea Taylor, Media Portfolio Lead, BBC
- Kirsty Martin, Executive, SNAP
- Sebastian Redanz, Head of Programmatic & Paid Social, Havas Media
Entry video
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Award
Company
dentsu
Client
Apache Pizza
Summary
Apache Pizza is a well-established, popular, chain of fast-food pizza delivery restaurants based in Ireland. Having launched in 1996, today there are over 180 stores nationwide. Apache is committed to becoming the biggest and the best pizza retail and delivery restaurant in Ireland, and so in early 2022, we focused on expanding our reach and ultimately customer base through paid social.
Competition is high in Ireland with many competitors running high-impact social campaigns. There is also a progressive shift in consumer behaviour from ‘deep fried’ to ‘balanced nutritional offerings’, but who doesn’t love pizza?
First, we needed to identify the audience, and second, we needed to stand out.
To start, we focused on upper funnel activity to generate audience pools of prospective customers across all various social platforms.
Then we needed to do something bold, fun and ensure our delivery was on point, enter Snapchat.
Historically, performance indicated that our ads were most appealing to a younger demographic and Snapchats cost per purchase was so much lower in comparison to other platforms. As a result, we decided to invest a significant portion of our dough into Snapchat.
The campaign ran for five weeks and exceeded all expectations as well as industry benchmarks as it delivered a return on ad spend of 86:1.
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Entry credits
- Clare Carroll, Paid Social Account Manager, dentsu
- Conor Casey, Account Executive, dentsu
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3
Fashion / Health/ Beauty / Luxury - New for 2022
Description
Award
Company
Collectively
Client
Dove
Summary
The Dove Skin Cleansing category represents cult beauty favorites and dermatologist-recommended products for the body and skin. As the overall beauty category has become more crowded, Dove was seeing newer brands take off on social media thanks to the power of influencer marketing. The question was: "how does a multi-generation brand with Dove's cache and market power breakthrough via influencers on social media?" In response, Collectively activated a new influencer strategy, tapping a diverse group of Dermatologists, Skincare Enthusiasts, and Dove Lovers to position Dove as the #1 body wash brand —getting ahead of competitors by staying top of mind in the "skin-fluencer" and social space. Collectively developed a multi-tactic strategy spanning organic influencer posts, paid boosting, and earned UGC while considering multiple product formats to evangelize key innovation and product formulation narratives. Eight unique briefs span five different products that have created measurable Brand Lift and "always-on" coverage, increasing category favorability for the entire Skin Cleansing business. Results have supported a 704% increase in the brand's social rankings in the US market and 86M total impressions as of July 2022.
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Entry credits
- Kathryn Fernandez, Head of Influencer Marketing & PR, One Dove North America, Unilever
- Morgan McBain, Dove Brand Manager, Premium Skin Cleansing, Unilever
- Dolores Assalini, Senior Brand Manager, Dove Skin Cleansing, Unilever
- Ryan Stern, Executive Client Lead, Collectively
- Cody Thompson Thompson, Director of Strategy, Collectively
- Raven Walker, Director of Community & Casting, Collectively
- Matt Abdo, Associate Director, Analytics & Performance, Collectively
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Nominated
Company
Barbarian
Client
JBL
Summary
At the Grammys, every accessory is a statement. When JBL, the maker of speakers and headphones decided to make music sensation Doja Cat its new ambassador, it made a big statement and gave her near total control of the announcement across key social platforms — Entering her fan community authentically would be far more powerful than blasting a mainstream message.
Doja Cat announced the partnership without uttering a word, letting a customized JBL Clip 4 speaker that matched her Versace red carpet look do all the talking - guaranteed to make a splash with reporters and fans. JBL capitalized on the moment by officially announcing the partnership and engaging with fan’s comments on its social channels immediately.
After her red carpet sensation, Doja Cat went backstage to prepare for the big night. With full creative control, Doja Cat brought fans behind-the-scenes, sharing a TikTok clip featuring the speaker with no direction, revision or brand approvals. What she created was pure social media gold! She authentically delivered in a way only she could, creating a new brand meme - Jibble, jibble, jibble…
Meanwhile, our social swat team was responding and amplifying Doja Cat’s original TikTok, creating a viral TikTok duet before the Grammys were over.
Doja started the buzz, and we kept it going with zero paid dollars and real time community engagement that led to a 3,000% increase in traffic to JBL.com from TikTok. The partnership also generated the equivalent of $1.6M in ad value and 82M social impressions.
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Entry credits
- Courtney Berry, Managing Director, Barbarian
- Erica Giordano, Group Account Director, Barbarian
- Kelsey Cahill, Account Executive, Barbarian
- Ali Swajkowski, Senior Project Manager, Barbarian
- Eliza Esquivel, Chief Strategy Officer, Barbarian
- Grace Freeman, Strategy Director, Barbarian
- Darren Nesbitt, Strategist, Barbarian
- Ari Santana, Community Manager, Barbarian
- Shelby Sacco, Community Manager, Barbarian
- Jonathan Ong, Group Creative Director, Barbarian
- Claudeland Louis, Associate Creative Director, Art, Barbarian
- Drew Botcherby, Senior Copywriter, Barbarian
- Shannon Rutkowsky, Director of Production & Business Management, Barbarian
- Nolan Rosemond, Executive Producer, Barbarian
- John Sawyer, Editor/Motion Graphic Designer/VFX Artist, Barbarian
- Chris Epple, Vice President of Marketing; North America; Consumer, Pro and Car Audio, JBL/HARMAN
- Andrea Seib, Director, Consumer Engagement Marketing, JBL/HARMAN
- Denise Daly, Director of Communications & Public Relations -Brand & Product, JBL/HARMAN
- Katie Raymond, Director, Content, Paid Media, Digital Marketing and Gaming, North America, JBL/HARMAN
Entry video
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Highly Commended
Company
MG OMD
Client
M.A.C (Estee Lauder)
Summary
M.A.C were launching a brand new Stackable Mascara. Prior to this product, within the mascara market, M.A.C were not leading the way. M.A.C was ready to challenge the perception of their Mascara offering and create buzz and desirability of M.A.C Stack.
M.A.C were calling their new mascara “their biggest innovation of 2022”, so we needed a social campaign to match.
We designed an integrated multi-platform strategy with social-first and native content at its heart, which created buzz and meant M.A.C. punched well above its weight within the mascara market.
We delivered huge awareness for M.A.C Stack mascara with an astonishing 103M impressions, over 3 major social platforms, resulting in post campaign awareness increase by 9%.
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Entry credits
- Anna Galkina , Paid Social Account Director, MG OMD
- Zara Hyder, Paid Social Account Manager, MG OMD
- Lucy Miles , Biddable Executive , MG OMD
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4
Healthcare / Pharma - New for 2022
Description
For work you’ve created for the healthcare or pharma industry.
Nominated
Company
Empathy Inc.
Client
Lifeworks
Summary
We helped save lives through the AbilitiCBt healthcare app launched by the government of Ontario, for MentalHealth.
Our goal was to provide support for MentalHealth, which affects everyone. All Ontarians needed help, especially through the difficult pandemic period.
Our innovative strategy was developed based on the insights gathered from social listening and the guidance of trained professionals, to identify the “real issues”. This was a new approach to get professionals and consumers together online.. This allowed us to provide curated content based on user needs and outcomes.
The success of the campaign allowed us to achieve all our goals with additional benefits.
Increased market share, higher than any other healthcare app. Highest level of intakes and users by month and total, since inception. We did this with a 15x ROI calculation. More importantly we helped 70,000 Ontarians and unexpectedly asked to launch in other markets.
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Entry credits
- Mo Dezyanian , President, Empathy Inc.
- Tania Hemdev, Associate Media Buyer, Empathy Inc.
- Janine Harris, Executive Producer, Keyring Media
- Giuliana Bandiera, Graphic Designer, Empathy Inc.
- Jaclyn Owens, Strategist, Empathy Inc.
Entry video
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Nominated
Company
Jungle Creations
Client
Haleon (formerly part of GSK)
Summary
With a mission to reach a new online generation of UK consumers, Haleon (formerly part of GSK) teamed up with Jungle Creations, as appointed by Haleon’s media agency Publicis Leon, to raise the profile of their oral health brands and products.
Challenged with creating five bespoke campaigns for five oral care brands, each targeting a unique UK demographic, Jungle worked with the Publicis Media Content team to produce five innovative content series that featured across social platforms on its owned media brands VT, Craft Factory, Four Nine and Level Fitness. From teaching parents educational crafts on Craft Factory for Aquafresh, to a denture-wearing divorcee dating show on VT for Poligrip, there was plenty of entertaining content for audiences to sink their teeth into.
Our people-centric and humourous partnership featured some outrageous comedy from the likes of Fleur East and Gregg Wallace, helping to deliver mass brand awareness to an array of audiences. VT’s campaign with Pronamel delivered over 2.38 million UK views from the key 25-44 year old target demographic, whilst Craft Factory’s family-focussed DIY content with Aquafresh received a colossal 14.9 million views. Overall, Jungle's year-long partnership with the healthcare giant successfully raised awareness of Haleon’s brands and products, reaching a combined 28.8 million UK consumers.
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Entry credits
- Sam Vining, , PGSK - Publicis
- Eva Pass, , Haleon
- Colm Casey, , Haleon
- Tamsin Tayloe, , Haleon
- Daria Al-Zubi, , Haleon
- Eleanor Armour, , Haleon
- Callum Sims, , Haleon
- Emily Fox, , Haleon
- Kate Weardon, , Haleon
- Hannah Rogers, , Haleon
- Shivam Popat, , Haleon
- Danielle Watt, , Haleon
- Emma Baggott, Producer, Jungle Creations
- Amber Miller-Robinson, Producer, Jungle Creations
- Molly Tappin, Creative, Jungle Creations
- Anina Grostern, Creative, Jungle Creations
- Kelsie Leonard, Project Manager, Jungle Creations
- Emily Habin, Project Manager, Jungle Creations
- Daisy Eakins, Project Manager, Jungle Creations
- Laura Healey, Director / DOP,
- Marysue Masson, Director,
- Mark Henderson, Director,
- Christian James, Director,
- Sara Deane, DOP,
- Dan Greenway, DOP,
- Emma Pounds, 1st AD,
- Dickie Jones, Camera Operator,
- Matt Boner, DOP / Editor, Jungle Creations
- Bobby Steere, Camera Operator, Jungle Creations
- Sam Thurston, Gaffer,
- Simona Pranulyte, Gaffer,
- Chris Gomersall, Sound Operator,
- Russ James, Sound Operator,
- Charlotte Homeshaw, Sound Operator,
- Ashley Gadd, Sound Operator,
- Mike McGinn, Sound Operator,
- AJ Butterworth, Sound Operator,
- Jamie Slough, Videographer / Editor, Jungle Creations
- Cameron Stokes, Videographer / Editor, Jungle Creations
- Bobbi Talbot, Production Assistant, Jungle Creations
- Gabriel Browne, Runner/Driver,
- Adam Terry, DIT / Camera Tech,
- Adam Conlon, Focus Puller,
- Charlie Colwill, Editor, Jungle Creations
- Victoria Owen, Art Direction, Jungle Creations
- Charlotte Osbourne, Art Department, Jungle Creations
- Grace Snellock, Art Assistant,
- Rozie Powell, Crafter, Jungle Creations
- Laura Smith, Crafter, Jungle Creations
- Gregg Wallace, Talent,
- Vanessa Feltz, Talent,
- Chris Kamara, Talent,
- Fleur East, Talent,
- Vicky Pattinson, Talent,
- Jamie Fallon, Talent,
Entry video
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Award
Company
Born Social
Client
Dettol
Summary
This isn’t just a story about selling cleaning products, this is a story about helping people protect themselves and those they love.
We helped Dettol, an icon in the times of Covid-19, to introduce their new disinfectant spray to people across the country and protect their market share at a time when it mattered the most. We guided them to harness the chaos of social by launching a full-funnel campaign based on insights from real people across the UK.
Our representative, multi-platform campaign saw a 26% uplift in sales, with 1.7m people viewing the content through to completion and YouTube describing the creative as ‘Best in Class’. And not just that, we kept plenty of homes clean in the process too.
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Entry credits
- Sarah Rainford, Business Director, Born Social
- Harry Fishwick, Head of Creative, Born Social
- Isobel Lynam, Account Director, Born Social
- Maddie Stewart-Williams, Senior Paid Media Planner, Born Social
- Will Menko, Strategist, Born Social
- Ruby Ktori, Creative Strategist, Born Social
Entry video
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Nominated
Company
BCW
Client
Novartis Pharmaceuticals
Summary
Focused on reaching the more than six million people living with heart failure (HF) in the United States, Novartis Pharmaceuticals partnered with BCW to produce an online video about how to properly manage the condition. With a strong and established social media presence as one of the few boxed warning drugs with two-way engagement enabled, patients and caregivers regularly request help in managing heart failure. These comments, which often serve as real-time feedback, revealed three key themes from this audience: a general misunderstanding of heart failure terminology, communication challenges with their doctor, and a lack of knowledge surrounding necessary diet and lifestyle changes following diagnosis.
Understanding that the average HF patient, typically 55+, watches 3-4 hours of TV each day (one likely spent watching a game show), BCW and Novartis chose to tap into the nostalgia of the 1970s by creating a game show style video – complete with muted colors, a quirky host, and captivating sets.
For this audience, making up the largest segment in daily game show television programs, the 1970s represented the introduction of some of the most iconic game shows, many of which live on today. By introducing disease education through a nostalgic, light-hearted overtone, viewers leave entertained, informed, and more empowered to play an active role in their treatment.
Viewers have spoken, with the creative resonating strongly out of the gate! In the 3 months since its cross-channel premiere, the video has already reached more than 4 million users and captured nearly 20 million impressions.
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Entry credits
- Ugur Kucukcetin, Executive Director, Customer Experience Entresto Marketing, Novartis Pharmaceuticals
- Maria Sanchez, Director, Entresto Marketing, Novartis Pharmaceuticals
- Patti Kirk-Leon , Digital Marketing Consultant, Novartis Pharmaceuticals
- Vicky Lewko, Executive Vice President, Digital Health, BCW
- Noel Tabora, SVP, Group Creative Director, BCW
- Josh Vogel, Account Director, Digital Health, BCW
- Kathryn Stoudemire, Senior Account Executive, Digital Health, BCW
- Breanna Jacobs, Art Director, BCW
Entry video
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6
Best Celebrity/Influencer Brand Partnership - New for 2022
Description
Rewarding the most effective partnership between a brand and a celebrity or influencer to achieve their objectives
Nominated
Company
Digital Voices
Client
Meta
Summary
Meta partnered with a global Creative Agency and Digital Voices to use Influencer Marketing on social media, to show Meta’s support for small businesses. The goal was to maximise reach among small business communities in the UK, France and Germany, and demonstrate how personalised ads help great business ideas and products get discovered. The campaign aimed to inspire SMB’s to enter a competition for a chance to gain massive exposure via a creator “shout out”.
We partnered with 8 creators across the UK, France and Germany to inspire small businesses to take part in a competition for a chance #DeserveToBeFound. The creator mix included everything from influencers that celebrate small businesses, like Chloe Miles and entrepreneurs like Steves Hounkponou, to celebrity status household names like Dragon’s Den entrepreneur Steven Bartlett and Sylvie Meis (host of Germany’s Love Island). Their diversity and combined reach engaged a wide variety of small business owners in different markets and sectors.
Each creator posted Instagram Stories in two campaign phases. Starting with “Call Outs” encouraging for small businesses to enter, and wrapping up with “Shout Outs” featuring the winners.
Additionally, Steven Bartlett posted on LinkedIn. As a self-made business owner and one of the UK’s most prominent social media entrepreneurs, Steven Bartlett’s participation in the campaign was very positively received by his audience.
#DeserveToBeFound campaign had global impact and successfully demonstrated how personalised ads level out the playing field for small businesses.
Entry image
Entry credits
- Jenny Quigley-Jones, CEO, Digital Voices
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Nominated
Company
Sputnik Floyd FZE
Client
Ras Al Khaimah Tourism Development Authority
Summary
‘RAK Calling’ is an awareness video ad featuring Ras Al Khaimah's most exciting attractions and outdoor activities.
By integrating the most popular social media templates, Sputnik Floyd mimicked a smartphone takeover with a vertical-fit video to create a powerful, inclusive experience for audiences, making them part of the dialogue and social media interactions and living up to the brand promise – #LiveYourMoments.
We collaborated with 16 top influencers from all across the globe with different interests to showcase Ras Al Khaimah’s variety of activities and landscapes.
Execution/strategy
In a population of 9.94 million, a whopping 97.6% of the people in the UAE are smartphone owners, compared to 68.6% that own a personal computer. Of the world’s 7.84 billion inhabitants, 91% own a mobile, while 64.4% of the population in developed countries have a computer.
The key insight: traditional horizontal media are increasingly outdated; vertical is now firmly established in consumers’ minds.
Smartphone users want content where they can follow the adventures of their favorite influencers. Globally, more than half of users watch vlogs and 42% get travel inspiration using smartphones. 75% of active Instagram users are likely to make purchasing decisions/destination choices after seeing video ads.
Results
Our influencers had a blast, our strategy and data were spot on, and our creative approach was a hit across 5 key markets – UAE, Saudi Arabia, Germany, UK and India.
Campaign reach: 80.99%
Total audience reach: 59.3m
Total views: 25.95m
Video engagements: 405,881
Total delivered clicks: 354,600
Landing page session : 144,900
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Entry credits
- Patrick Honein, Executive Creative Director, Sputnik Floyd FZE
- Michel Honein, Creative Director, Sputnik Floyd FZE
- Rey Amio, Digital Design Director, Sputnik Floyd FZE
- Bojan Preradovic, English Copywriter, Sputnik Floyd FZE
- Petra Issa, Communication Director, Sputnik Floyd FZE
- Marie Claire Marquez, Media Director, Sputnik Floyd FZE
- Roger Honein, Social Media Strategist, Sputnik Floyd FZE
- Louise Dorne, Social Media Manager/Producer, Sputnik Floyd FZE
- Raki Phillips, CEO, Ras Al Khaimah Tourism Development Authority
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Nominated
Company
Billion Dollar Boy
Client
GetYourGuide
Summary
GetYourGuide specializes in unlocking unforgettable experiences for travellers. To boost brand awareness, GetYourGuide needed to break through the barriers of the conventional…but how?
They turned to Billion Dollar Boy for the answer. BDB was asked to convert a traditional tour into an unforgettable experience in the heart of New York City. Anyone can experience a bus tour—but no other bus tours are quite like GetYourGuide’s.
BDB’s idea? A big, bold, no-holds-barred bus takeover. Pairing a big personality with the big city lights would transform the conventional to the crazy—and uncover GetYourGuide’s dedication to the real, the fun, and the genuine. The bus was booked, the stage was set…but who would star?
There was one answer for this one-of-a-kind adventure: Emmy-award-winning actor, comedian, and host extraordinaire Leslie Jordan. Leslie is legendary in his industry for his quick, snappy (sometimes dirty) sense of humor. He has stories for days and knows everyone who's anyone, making him the perfect host for the tour experience of a lifetime.
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Entry credits
- Andrea Ahern, Sr. VP, Head of Accounts, Billion Dollar Boy
- Katie Whann, Account Director, Billion Dollar Boy
- Emily Andras, Associate Creative, Billion Dollar Boy
- Paloma Salmerón Planells, Head of Brand Communications and Content, GetYourGuide
- Karina Assaf, PR and Influencer Activations Lead, GetYourGuide
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Award
Company
Barbarian
Client
JBL
Summary
At the Grammys, every accessory is a statement. When JBL, the maker of speakers and headphones decided to make music sensation Doja Cat its new ambassador, it made a big statement and gave her near total control of the announcement across key social platforms — Entering her fan community authentically would be far more powerful than blasting a mainstream message.
Doja Cat announced the partnership without uttering a word, letting a customized JBL Clip 4 speaker that matched her Versace red carpet look do all the talking - guaranteed to make a splash with reporters and fans. JBL capitalized on the moment by officially announcing the partnership and engaging with fan’s comments on its social channels immediately.
After her red carpet sensation, Doja Cat went backstage to prepare for the big night. With full creative control, Doja Cat brought fans behind-the-scenes, sharing a TikTok clip featuring the speaker with no direction, revision or brand approvals. What she created was pure social media gold! She authentically delivered in a way only she could, creating a new brand meme - Jibble, jibble, jibble…
Meanwhile, our social swat team was responding and amplifying Doja Cat’s original TikTok, creating a viral TikTok duet before the Grammys were over.
Doja started the buzz, and we kept it going with zero paid dollars and real time community engagement that led to a 3,000% increase in traffic to JBL.com from TikTok. The partnership also generated the equivalent of $1.6M in ad value and 82M social impressions.
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Entry credits
- Courtney Berry, Managing Director, Barbarian
- Erica Giordano, Group Account Director, Barbarian
- Kelsey Cahill, Account Executive, Barbarian
- Ali Swajkowski, Senior Project Manager, Barbarian
- Eliza Esquivel, Chief Strategy Officer, Barbarian
- Grace Freeman, Strategy Director, Barbarian
- Darren Nesbitt, Strategist, Barbarian
- Ari Santana, Community Manager, Barbarian
- Shelby Sacco, (Community Manager, Barbarian
- Jonathan Ong, Group Creative Director, Barbarian
- Claudeland Louis, Associate Creative Director, Art, Barbarian
- Drew Botcherby, (Senior Copywriter, Barbarian
- Shannon Rutkowsky, Director of Production & Business Management, Barbarian
- Nolan Rosemond, Executive Producer, Barbarian
- John Sawyer, Editor/Motion Graphic Designer/VFX Artist, Barbarian
- Andrea Seib, Director, Consumer Engagement Marketing, JBL/HARMAN
- Chris Epple, Vice President of Marketing; North America; Consumer, Pro and Car Audio, JBL/HARMAN
- Katie Raymond, Director, Content, Paid Media, Digital Marketing and Gaming, North America, JBL/HARMAN
- Denise Daly, Director of Communications & Public Relations -Brand & Product, JBL/HARMAN
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Highly Commended
Company
Whalar
Client
DIRECTV
Summary
DIRECTV was relaunching their brand along with a refreshed name and vibe for their new streaming product: DIRECTV STREAM.
Goals: re-enter the cultural conversation, reach their target (younger) audience, and showcase the brand in a fresh and exciting way - making DIRECTV discoverable, relevant and improve their reputation with the next generation of entertainment consumers.
The entertainers of today are creators. Yet, while creators of color are consistently responsible for inspiring and creating the internet’s most viral content, often their contributions don’t receive proper credit or equal compensation.
DIRECTV wanted to change this inequity by highlighting the most exciting new talent and provide them with life-changing opportunities.
Our idea was to change this story by establishing unique creator houses.
@thecribaroundthecorner, the first Black creator house in LA, set the tone with an unfiltered and funny set of creators living and collaborating in a glamorous mansion set in the Hollywood hills. From comedy series to cross-channel sagas and house drama, they drove their own blistering output of content that fans couldn’t get enough of.
@familiafuego was next up, breaking mass-media stereotypes with hilarious spoofs on retail workplace culture, live-streaming from sports events, movie premieres and A-list parties. They took the house on tour, picked up sizzling press and celebrity fans as a result.
DIRECTV led by example, paid the creators equitably and helped them to pursue other partnerships and opportunities.
Wherever they went, we were along for the ride. Whatever cultural moment they reacted to, we were part of the conversation.
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Entry credits
- The Team, from, DIRECTV
- The Team, from, Whalar
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Nominated
Company
Whalar
Client
Clé de Peau Beauté
Summary
Clé de Peau Beauté, a premium beauty brand, set out to expand our devout following and introduce our products to a new generation, meeting them where they go for beauty tips and inspiration: TikTok and Instagram.
American icon and devoted fan, Martha Stewart, was the perfect partner for our TikTok debut.
Her enduring appeal, better than anyone, captures the message that it's possible to achieve Generation Ageless.
We needed to promote our prestige products, drive users to the site and make waves on social and beyond.
The juxtaposition of a classic brand on a fun, young platform was ripe for humor. Having famous friends makes Martha a rare cultural tastemaker across generations especially since she was ready to lean into the ‘thirst-trap’ moniker from her infamous selfie.
Our nuanced approach combined Martha’s universal appeal, trendy-but-effortlessly-cool TikTok poses, and cheeky humor.
Idea: reveal the brand & products as Martha's secret to her 'thirst trap' selfie. We worked closely with Martha to create five videos all in the style and language of TikTok.
Our first video wowed the world with Martha’s acknowledgement and ownership of the Thirst Trap title and explained how she achieved it with some help from Clé de Peau.
The following four videos featured different products and played on Martha’s newfound status as a classy and desirable TikTok influencer, able to hold her own and outshine any other beauty tutorialist. The videos highlighted different products that complimented the social trend that Martha was poking fun at.
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Entry credits
- The Team, from, Clé de Peau Beauté
- The Team, from, MARTHA STEWART LIVING OMNI MEDIA INC.
- The Team, from, Whalar
- The Team, from, HAUS OF SÔS
- The Team, from, Autumn Communications
- The Team, from, PELLICULE FILM
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6
Best Influencer Campaign
Description
Nominated
Company
Collectively
Client
Dove
Summary
Dove provides personal care products you can trust for skin and hair while redefining toxic beauty standards–empowering everyone to experience beauty and body image positively. As a multi-generational brand known for innovation in product and marketing, Dove leads the personal care category with clinically recommended products and initiatives to improve the beauty industry for future generations. For the past three years, Collectively's work with Dove has centered on the intersection of product and purpose marketing, driving impact across product narratives in tandem with purpose-led marketing and diverse and inclusive casting. In 2022, Collectively developed a multi-platform, cross-category strategy to accelerate Dove as a Top 10 influencer-led beauty brand in the US and increase brand lift through creator-led storytelling. Our work spans 22 paid campaign briefs and 13 PR mailers while nurturing and developing a community of 1,000+ creators across earned and paid activities. Content has generated massive reach and awareness, with more than 573.5MM total impressions and impressive lower funnel activity, with content exceeding the 'Purchase Intent Rate' benchmark by 27%—further reinforcing the power of influencers to drive sales. As of July 2022, the annual campaign results have had significant payoffs and measurable Brand Lift, significantly advancing the brand's positioning in US social beauty rankings.
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Entry credits
- Kathryn Fernandez, Global Brand Director, One Dove North America, Unilever
- Aela Abalos, , Head of Influencer Marketing & PR, One Dove North America, Unilever
- Ryan Stern, Executive Client Lead, Collectively
- Cody Thompson, Director of Strategy, Collectively
- Raven Walker, Director, Community & Casting, Collectively
- Matt Abdo, Associate Director, Analytics & Performance, Collectively
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Nominated
Company
Adobe/Relatable
Client
Adobe
Summary
Adobe and Relatable joined forces to ideate a community-building campaign that would create consideration and build brand loyalty for both new and existing creatives, specifically in EMEA. The response leveraged a unique level of collaboration to build a new interactive destination that highlighted diversity and housed exceptionally creative content in the form of downloadable assets, visual inspiration and storytelling.
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Entry credits
- Casey Bitzberger , Project Manager, Relatable
- Jessica Bergstrand, Campaign Manager, Relatable
- Daniella Holmgren, Campaign Strategist, Relatable
- Joel Menegazzo, Creative Director, Relatable
- Viktoria Wyckman, Global Creative Director & Innovation Lead, Relatable
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Highly Commended
Company
Brands2Life
Client
LinkedIn
Summary
LinkedIn Changemakers sought to go back to the roots of influencer marketing.
We partnered with those with genuine authority and credibility, irrespective of their social media following, to affect meaningful change in the world of work.
The campaign backed the underdogs, to elevate them, giving them a bigger, more powerful platform to share their stories, through a collective narrative: #ConversationsForChange.
We wanted to champion the inspirational to show that everyone can make a difference through the power of community, content and conversation on LinkedIn.
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Entry credits
- Kinda Jackson, Managing Director, Digital & Social, Brands2Life
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Nominated
Company
QYOU Media
Client
Paramount Pictures
Summary
The mid-90’s were simpler times, weren’t they? We flipped through OK! Magazine instead of doom-scrolling Twitter while low-rise jeans, Juicy Couture sweatsuits and beepers were THE pinnacle of cool. Directed by horror movie genius Wes Craven, Paramount’s ‘Scream’ burst onto the scene in 1996 and dominated the box office becoming the highest grossing slasher film in the world. The release launched a 25-year plus franchise that included five movies (and an upcoming sixth installment slated for March 2023), a next gen television series reboot and the introduction of a savvy and snarky movie villain for Gen X and Millennials alike, Ghostface.
Our strategy was simple - refresh classic film IP by aligning with today’s influencers to serve up entertaining content on emerging platforms to reach new audiences, making Ghostface relevant to a whole new generation. With the goal of introducing ‘Scream’ and Ghostface to an entirely new generation, QYOU Media drove Gen Z to the box office by generating awareness, engagement and blood-curdling excitement for the film’s next installment to the tune of 16M+ organic and in-feed views sparking billions of uses and engagements with the franchise IP.
To fuse Ghostface with cultural conversations in the new age of social media, we leveraged TikTok and Facebook Live with 24 brand-aligned influencers activating around three creative pulses: TikTok’s new text-to-speech feature that ultimately sparked into a viral UGC #GhostfaceCult, an exclusive Facebook Live Audio Room chat with ‘Scream’s’ filmmakers, and culminating in a big push in lead-up to the film’s release.
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Entry credits
- Glenn Ginsburg, President, QYOU Media
- Andrew Fox, SVP Partnerships and Account Management, QYOU Media
- Morgan Barclay, VP of Creator Marketing, QYOU Media
- Lexi St. John, VP of Creative and General Manager of QYOU Studios, QYOU Media
- Keith Jordan, Sr. Talent Director, QYOU Media
- Christoper Chavkin, Senior Account Manager, QYOU Media
- Brandon Nichols, Vice President of Digital Marketing, Paramount Pictures
- Joe Rongavilla, Vice President of Media, Paramount Pictures
- Andrea Arango, Director, Digital Marketing, Paramount Pictures
- Andrea Wong, Executive Director, Media, Paramount Pictures
- Anthony Piceno, Sr. Manager, Media, Paramount Pictures
- Ceaira Ragins, Coordinator, Digital Marketing, Paramount Pictures
- Matt Schneider, Group Director, Digital Investment, Wavemaker
- Emma Wong, Manager, Digital, Wavemaker
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Highly Commended
Company
Crystal Ski Holidays
Summary
Social proofing is an essential pillar in the travel industry to help overcome the challenges in light of COVID. It amplifies the selling power of word-of-mouth, reassures an audience, builds confidence and trust, and bolsters what we’re saying in our marketing – and Crystal Ski Holidays did this all by tapping into the authority of reputation using the megaphone of Influencer Marketing.
Leading the way above other competitors, we launched TikTok as a brand new channel and used this to grow our community by educating and igniting our new to ski audience while also stealing market share by inspiring our existing skier audience. While working with 5 diverse influencers we were able to take over the ski space on TikTok, with views soaring above 2million in a matter of days, sitting comfortably at the number one trending video for #Skiing for 6 weeks and featured within the top 3 TikTok best practices travel newsletter.
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Entry video
Entry credits
- Olivia Farrell, Social Media Manager, Crystal Ski Holidays
- Alice Jones, Senior Social Media Executive, Crystal Ski Holidays
- Matt Scales, Production Manager, Komodo Media Ltd
- Sam Pyatt, Production Manager/Photographer, Komodo Media Ltd
- Toby Watkins, Freelance Videographer, Films By Toby
- Ellie Eyles, Senior Marketing Manager, Crystal Ski Holidays
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Award
Company
Whalar
Client
Clé de Peau Beauté
Summary
Clé de Peau Beauté, a premium beauty brand, set out to expand our devout following and introduce our products to a new generation, meeting them where they go for beauty tips and inspiration: TikTok and Instagram.
American icon and devoted fan, Martha Stewart, was the perfect partner for our TikTok debut.
Her enduring appeal, better than anyone, captures the message that it's possible to achieve Generation Ageless.
We needed to promote our prestige products, drive users to the site and make waves on social and beyond.
The juxtaposition of a classic brand on a fun, young platform was ripe for humor. Having famous friends makes Martha a rare cultural tastemaker across generations especially since she was ready to lean into the ‘thirst-trap’ moniker from her infamous selfie.
Our nuanced approach combined Martha’s universal appeal, trendy-but-effortlessly-cool TikTok poses, and cheeky humor.
Idea: reveal the brand & products as Martha's secret to her 'thirst trap' selfie. We worked closely with Martha to create five videos all in the style and language of TikTok.
Our first video wowed the world with Martha’s acknowledgement and ownership of the Thirst Trap title and explained how she achieved it with some help from Clé de Peau.
The following four videos featured different products and played on Martha’s newfound status as a classy and desirable TikTok influencer, able to hold her own and outshine any other beauty tutorialist. The videos highlighted different products that complimented the social trend that Martha was poking fun at.
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Entry video
Entry credits
- The Team, from, Clé de Peau Beauté
- The Team, from, MARTHA STEWART LIVING OMNI MEDIA INC.
- The Team, from, Whalar
- The Team, from, HAUS OF SÔS
- The Team, from, Autumn Communications
- The Team, from, PELLICULE FILM
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6
Use of Social Media for Good
Description
Nominated
Company
Rethink
Client
YWCA Metro Vancouver
Summary
Why are men’s sports just called sports, like the NBA, when women’s sports are called women’s sports, like the WNBA? The answer: because men’s sports are the default, leaving women to be considered second…if they’re even included at all.
So, we did something about it. We took the most iconic men's sports league logos and did a simple redesign: we added the M to match the W, which often serves as an asterisk marking women’s sports as separate, different, and less worthy.
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Entry credits
- Aaron Starkman, Chief Creative Officer, Rethink
- Mike Dubrick, Executive Creative Director, Rethink
- Leia Rogers, Creative Director, Rethink
- Joel Holtby, Creative Director, Rethink
- Skye Deluz, Art Director, Rethink
- Hayley Hinkley , Art Director, Rethink
- Jacquelyn Parent, Writer, Rethink
- Sean McDonald, Chief Strategy Officer, Rethink
- Nicole Rajesky, Strategy Director, Rethink
- Teresa Bayley, Producer, Rethink
- Kyle Hicks, Producer, Rethink
- Brad Kumar, Studio Artist, Rethink
- Todd Bennett , Studio Artist, Rethink
- Tyler Erdalac, Editor, Rethink
- Thomas McKeen, Editor, Rethink
- Brad Stapleton, Developer, Rethink
- Steve Lam, Developer, Rethink
- Kat McKeen, Group Account Director, Rethink
- Kennedy Crawford, Account Director, Rethink
- Nicole Kerrigan, Account Manager, Rethink
- Jessie Durand, Account Manager, Rethink
- Meredith Montgomery, Strategic Communications Lead, Rethink
- Sara Lemmermeyer, PR / Account Director, Rethink
- Lianne George, Editorial Lead, Rethink
- Kaitlyn Vian, PR Coordinator, Rethink
- Amy Juschka, Director, Advocacy and Communications , YWCA
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Award
Company
FCB Inferno
Client
Virgin Group
Summary
This campaign has fundamentally shifted the way people view one of the most common forms of neurodiversity in the workplace. By recognising dyslexic thinking as a skill on LinkedIn, we have given the 1 in 5 people in the world who are affected by dyslexia the confidence to embrace their unique way of interacting with co-workers and employers. With a 1562% increase in positive online sentiment towards the word “dyslexia,” we’ve definitively proven that dyslexic thinking is exactly the kind of skill needed to push humanity forward, and it’s now being recognised as the positive force it should be thanks to becoming an official entry on dictionary.com.
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Entry credits
- Owen Lee, Chief Creative Officer, FCB Inferno
- Danilo Boer, Global Creative Partner, FCB
- CC Clark, EVP Communications – PR & Partnerships, FCB Inferno
- Jessica Giles, Creative Director, FCB Inferno
- Austin Hamilton, Creative Director, FCB Inferno
- Nikki Chapman, Director of Production, FCB Inferno / 456 Studios
- Rachael Clarke, Creative Producer, FCB Inferno
- Alvaro Ramirez, Director & Editor, FCB Inferno
- Karen McNamara, Publicity Director, FCB Inferno
- Caio Silva, Business Affairs Director, FCB Inferno
- Dante Attuoni, Designer, FCB Inferno
- Viliam Snirc, Editor, FCB Inferno
- Tamara Pickett, Group Communications & External Relations Director, Virgin Group
- Ellie Ball, Communications & Events Officer, Virgin Group
- Tomas Jenkins, Video Editor & Animator, Virgin Group
- Tania Steere, Senior Content & Communications Lead, Virgin Group
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Nominated
Company
Motive Agency
Client
Guide Dogs UK
Summary
Guide Dogs exists to help people with sight loss live the life they choose. The aim of our social media presence looks to support key Guide Dogs 2021 and 2022 strategic plans. This includes growing our brand and income streams, creating a fairer society, supporting our status as experts, and implementing a digital-first approach to increase reach. Organic social objectives were around reach, engagements and positive sentiment, both amongst our traditional audience of supporters, volunteers, and general public, but also amongst new younger audiences on Instagram and Tiktok.
Success on social media is measured by growth and engagement with the aim of 600,000 followers and 10 million engagements by the end of 2022. We also measure through the lens of specific campaign objectives – keeping social media objectives and those of the wider organisation front of mind. We are currently over 591k followers, growing quicker than forecasted. We have accomplished this through exploring celebrity TV moments, including Carol Kirkwood at Chelsea Flower Show, introducing an influencer marketing strategy, educating our followers about our canine expertise and developing SEO informed digital content, upping rank for sight-loss search-terms and providing digital support to service users.
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Entry credits
- Rosie Green, Digital Marketing Manager, Guide Dogs UK
- Elsie Carpenter, Account Manager, Motive Agency
- Joanne Clark, Social Media Manager, Motive Agency
- Gabi Tranter, Digital Marketing Officer, Guide Dogs UK
- Janine Duggan, Senior Digital Marketing & Planning Manager, Guide Dogs UK
- Abbie Gardener, Digital Marketing Executive, Motive Agency
- Susie Thompson, Digital Marketing Officer, Guide Dogs UK
- Emma Richardson, Digital Marketing Officer, Guide Dogs UK
- Alex Palphreyman, Head of Video Production, Motive Agency
- Georgia Hedbige, Video Producer, Motive Agency
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Nominated
Company
Lime Pictures
Client
Channel 4
Summary
Hollyoaks IRL was a multi-platform short form documentary series commissioned to explore different social issues affecting Hollyoaks’ youth audience through the lens of the scripted drama. The format brought key issues to the forefront, enabling the audience to better understand the issues raised in the programme in a real- world environment. Produced by Hollyoaks’ in-house digital team, the series was able to follow the themes and tone of Hollyoaks, bringing difficult and sensitive issues to the audience in a non-dogmatic, patronising or “information leaflet” type way, but with honest, first person story-telling from real people, produced specifically for social platforms including re-versions for Snapchat, Facebook, TikTok and YouTube with additional short form content to support the hero videos.
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Entry credits
- Lime Digital, Production Team, Lime Pictures
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Highly Commended
Company
The Met Office
Summary
The Met Office is funded by Government to provide a national weather service for all citizens of the UK. A critical part of this remit is to equip them with information to take appropriate decisions and actions to stay safe, particularly during severe weather. In February 2022, three named storms (Dudley, Eunice, Franklin) affected the UK within a week - an unprecedented event with 2 rare red warnings issued. We rose to the challenge of communicating this using our well-established social media channels including a mix of live content, presented videos, graphics, explainers and audio content.
Our objective during this crisis was to fulfill our remit as detailed using social media channels. Quantifiably, we wanted to increase followers by 80,000 across channels. In this entry, we detail how we exceeded this – seeing over 125,000 new followers across all channels, with TikTok alone gaining 47,000 new followers. In the space of 9 days, we received 5.4 million video views on TikTok and, across 2 days, received almost 1.5 million views on YouTube, our biggest ever day on this channel. You will also read about how we used Lives to increase awareness and engagement, as well as leveraging partnerships to amplify our content.
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Entry credits
- Ross Middleham, Creative Lead, The Met Office
- Alex Deakin, Senior Presenter, The Met Office
- Aidan McGivern, Senior Presenter, The Met Office
- Emma Lawrence, Content Production Co-ordinator, The Met Office
- Dean Jones, Senior Designer, The Met Office
- Sarah Fysh, Head of Content, The Met Office
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Nominated
Company
Lorraine - ITV Daytime
Summary
When was the last time you stood on Britain’s Biggest Boob? Not everyday, I’d imagine. But that’s exactly where we took Lorraine Kelly and a host of breast cancer survivors for the launch of Lorraine’s Change and Check campaign. The 02 played host as we asked the British public to check their bits every time they changed - and we really used our social footprint for good!
The social campaign supporting Change and Check combined the on-air offering as well as extending the campaign further through our online following and working with supporting companies. The campaign reached over 2.5 million people across ITV social platforms as well as a whole host of amBRAssadors who spread the message to millions more.
Most importantly though, the number of women who were diagnosed with breast cancer as a result of seeing the Change and Check campaign increased to 60. That’s at least nine more women who saw our 2021 campaign - went on to check their own breasts - and thankfully got an early mainly-treatable diagnosis. These women saw the Change and Check sticker (which details the different breast cancer symptoms you should be looking out for) across our social media platforms, in the changing rooms & bathrooms of our supporting companies and posted by our amBRAssadors, and because of that, they were able to get treatment earlier and had the best chances of survival.
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Entry credits
- Helen Addis, Head of Features - Lorraine, ITV
- Saffron Amis, Digital Producer, ITV
- Lynsey Evans, Senior Features Producer - Lorraine, ITV
- Samuel Courtney, Features Producer - Lorraine, ITV
- Courtney Hoare, Assistant Digital Producer, ITV
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3
Best Response to Change
Description
Entrants should demonstrate how social media has been integrated with other marketing activity/media to produce a successful campaign. Describe the objectives of the campaign, the integration of media channels and key messaging. Provide clear evidence of your results.
Highly Commended
Company
OneFifty Consultancy
Client
Harvester
Summary
The iconic Harvester salad bar, where you serve yourself unlimited salad for free, vanished in the pandemic. A victim of regulations, customers were outraged, and voted with both their feet and their digital comments.
To put the brand love back, and the customers at tables, we had to ensure this much-loved staple of the British casual dining scene didn’t just return, but people celebrated and spread the word of its return, driving increased numbers of diners. This digital communications programme had social at its heart, and connected with people where it mattered - via their friends and family.
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Entry credits
- Katie Buckett, Co-Founder, OneFifty Consultancy
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Nominated
Company
Barbarian
Client
Fenty Beauty
Summary
With the launch of its first fragrance, Fenty Eau De Parfum, Fenty Beauty wanted to shake up the industry and forge a direct relationship with its fans by launching direct-to-consumer. But launching exclusively online to an audience that had never smelled it posed a unique challenge.
Inspired by "ghost kitchens" (delivery-only services that don't require physical addresses), we created 5 secret Fenty ghost stores: online-only e-commerce platforms hidden in locations central to the scent’s creation built on Google Maps’ API. Each store contained a chapter of the scent's creation along with a chance to purchase it in limited-edition packaging.
Over 5 days, followers of Fenty Beauty’s social account went crazy hunting down the ghost stores, purchasing all stock within hours of discovery (without ever having smelled it) and countless signing up for future drops via email and SMS, forging direct relationships with its customers.
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Entry credits
- — —, Agency, Barbarian
- — —, Client, Fenty Beauty
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Award
Company
Mind
Summary
In 2020 Mind’s long-running strategy had been for the ‘1 in 4 people that have a mental health problem’. We fought stigma, we got people talking and we appealed to middle-aged, middle class, white women.
And then everything changed. The pandemic and the killing of George Floyd changed the world forever. Uncomfortable truths about our organisation, the mental health system and the mental health of young people, Black people and those in poverty were unavoidable.
None of these audiences trusted us. We needed to speak up boldly and consistently to win them over.
This would be a massive shift on social media. Our tentative, wellbeing content was no longer tenable, but we knew topics like racism, benefits and trans rights would cost us followers.
We knew it was the right thing to do.
We started by being more reactive. We called out powerful people. We shared relevant, diverse first-person stories. We used inclusive language. We gave our platform to relevant small organisations.
We made people angry, but we never backed down. We worked tirelessly to uphold our guidelines. We hid the hate. We reported it. We learned hard lessons.
It paid off.
Our total engagement went from 3.9 million per year to 7.9 million per year. Our video views went from 7.5 million per to 13.5 million per year. Our tweets would regularly make national news – and international news! Our followers grew by 110,000.
In less than a year we have powerful platform to make change happen.
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Entry credits
- Caroline Steer, Head of Digital Engagement, Mind
- Samantha Hopps, Digital Content Manager, Mind
- Maya Hattenstone, Digital Content Assistant, Mind
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7
Best Use of Social Media Advertising
Description
Highly Commended
Company
Empathy Inc.
Client
Lifeworks
Summary
Our social campaign helped save 70,000lives+!
This was the sole purpose for the government of Ontario’s app; AbilitiCBT; to help Ontarians with their MentalHealth well-being, as the pandemic pushed MentalHealth needs and systems to unprecedented levels.
MentalHealth affects everyone of all ages, sexes, and demographics. So our approach was to decipher social listening with the help of therapists and curate messages based on media behaviors online. Because we knew that social media habits are a far better indicator of our mental health than even self-assessment.
Our campaign was to develop a social strategy, based on our insights from social listening, where brand awareness and activation were key indicators of success. We used conversations created organically on social media with therapists as micro-insights for daily optimization and content and then executed content based on real assessments, social habits, in contextual media formats/channels.
It was only possible using social channels, where the target audience helped steer campaign insights, development, and evolution. Then, by joining conversations and hearing the challenges and questions that arose, we were able to create targeted solutions that spoke directly to the audience.
It was important to our approach that we did not jump into every conversation with bespoke solutions, but to be there with appropriate specific solutions.
Our social activity allowed us to achieve all our goals;
- Increase market share to 58%
- Record high, 70,000 new activations(12xhigher)
- 15xhigher ROI
- Unexpected launch in Manitoba.
We helped more Ontarians deal with their MentalHealth challenges since inception.
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Entry credits
- Mo Dezyanian , President, Empathy Inc.
- Tania Hemdev, Associate Media Buyer, Empathy Inc.
- Janine Harris, Executive Producer, Keyring Media
- Giuliana Bandiera, Graphic Designer, Empathy Inc.
- Jaclyn Owens, Strategist, Empathy Inc.
Entry video
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Award
Company
Rethink
Client
Kraft Heinz Canada
Summary
Through social listening and cultural commentary, we uncovered one of the world’s most controversial injustices: hot dogs come in packs of 10 and buns come in packs of 8. Why? It’s archaic, a travesty and frankly, a serious waste of hot dogs.
As the condiment of summer, Heinz needed to put an end to the madness.
Long celebrated for making hot dogs even better, we knew Heinz could play the role of hero by brokering a deal to once and for all fix the uneven package conundrum.
The solution was to create The Heinz Hot Dog Pact - a rally cry for hot dog and bun companies to finally make even packages.
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Entry credits
- Aaron Starkman, Chief Creative Officer, Rethink
- Mike Dubrick, Executive Creative Director, Rethink
- Joel Holtby, Creative Director, Rethink
- Natasha Michalowska, Creative Director, Rethink
- Zachary Bautista, Art Director, Rethink
- Geoff Baillie, Writer, Rethink
- London Choi, Writer , Rethink
- Danielle Zablocki, Art Director, Rethink
- Tulio Pinto, Designer, Rethink
- Sean McDonald, Chief Strategy Officer, Rethink
- Julian Morgan, Strategy Director, Rethink
- Alex Butt, Producer, Rethink
- AJ Merrick, Print Producer, Rethink
- Jenna Fullerton , Print Producer, Rethink
- Tyler Erdelac, Editor, Rethink
- Emmett Maloney, Colourist, Freelance
- Todd Bennett, Studio Artist, Rethink
- Justin Chan, Studio Artist, Rethink
- Brad Kumar, Retoucher, Rethink
- Amy Greenspoon, Group Account Director, Rethink
- Kai de Bryun Kops, Account Director, Rethink
- Allie Kennedy, Account Manager, Rethink
- Brian Bernard, Audio Engineer, Grayson Matthews
- Rob Fiocca, Photographer, Freelance
- Nina Patel, Head of Brand Build Communications & Innovation, Kraft Heinz Canada
- Daniel Gotlib, Associate Director, Brand Building & Innovation – Taste Elevation, Kraft Heinz Canada
- Carlos Vidanes, Sr. Associate Brand Manager – Innovation, Condiments & Sauces, Kraft Heinz Canada
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Nominated
Company
LADbible Group and mSix&Partners
Client
Tango/ Britvic
Summary
Tango is a £53m brand, bought by over 4.7m buyers in the UK every year and has 6.4% share of the ‘Fruit Flavored Carbonate’ (FFC) market. Over the past 3 years, the brand has had great success, relaunching with new flavours and a wider comms campaign around awkwardness, featuring the Tanguru (see here). Tango is one of the fastest growing FFC brands in the category, (number 4 in terms of growth) with only Fanta, Dr Pepper and 7up bigger in terms of value, and a brand that retailers want to prioritise in stores.
Dark Berry drove HUGE success for Tango over the past year, bringing in new shoppers and driving taste credentials, performing better than Fanta NPD in terms of penetration, repeat rate and loyalty. A social media hit, it is the most successful NPD to be launched in the FFC category in the past year. A similar launch model to Dark Berry was planned for the new Berry Peachy flavour, and the product was already in high demand amongst retailers at the time of briefing.
The brand aimed to replicate this success with Berry Peachy, and wanted help to continue the growth projection and drive fame and relevancy for Tango. To do this, maximum awareness amongst the Gen-Z growth audience in order to increase consideration and ultimately trial. Aged 16-24, this demographic do not do the expected, they are not interested in pleasing everyone, and they don’t always play it safe; aligning perfectly with Tango and LADbible Group values.
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Entry credits
- Aimee Vina, Account Director, LADbible Group
- Isabella Rewane-Dakolo, Account Executive, LADbible Group
- Alex Cusworth, Account Director, LADbible Group
- Sarah-Jane Thomas, Group Head, LADbible Group
- Agata Narkowicz, Associate Strategy Director, LADbible Group
- Latisha Ma, Creative Producer, LADbible Group
- Charlotte Morrin , Senior Creative, LADbible Group
- Samuel Tibbitts, Account Director, LADbible Group
- Beth Oddy, Head of LADcreator Network, LADbible Group
- Marnie Northrop, Ad Ops Manager, LADbible Group
- Alex Boultwood , Creative Producer, LADbible Group
Entry video
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Nominated
Company
Sputnik Floyd FZE
Client
Ras Al Khaimah Tourism Development Authority
Summary
‘RAK Calling’ is an awareness video ad featuring Ras Al Khaimah's most exciting attractions and outdoor activities.
By integrating the most popular social media templates, Sputnik Floyd mimicked a smartphone takeover with a vertical-fit video to create a powerful, inclusive experience for audiences, making them part of the dialogue and social media interactions and living up to the brand promise – #LiveYourMoments.
We collaborated with 16 top influencers from all across the globe with different interests to showcase Ras Al Khaimah’s variety of activities and landscapes.
Execution/strategy
In a population of 9.94 million, a whopping 97.6% of the people in the UAE are smartphone owners, compared to 68.6% that own a personal computer. Of the world’s 7.84 billion inhabitants, 91% own a mobile, while 64.4% of the population in developed countries have a computer.
The key insight: traditional horizontal media are increasingly outdated; vertical is now firmly established in consumers’ minds.
Smartphone users want content where they can follow the adventures of their favorite influencers. Globally, more than half of users watch vlogs and 42% get travel inspiration using smartphones. 75% of active Instagram users are likely to make purchasing decisions/destination choices after seeing video ads.
Results
Our influencers had a blast, our strategy and data were spot on, and our creative approach was a hit across 5 key markets – UAE, Saudi Arabia, Germany, UK and India.
Campaign reach: 80.99%
Total audience reach: 59.3m
Total views: 25.95m
Video engagements: 405,881
Total delivered clicks: 354,600
Landing page session : 144,900
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Entry credits
- Patrick Honein, Executive Creative Director, Sputnik Floyd FZE
- Michel Honein, Creative Director, Sputnik Floyd FZE
- Rey Amio, Digital Design Director, Sputnik Floyd FZE
- Bojan Preradovic, English Copywriter, Sputnik Floyd FZE
- Petra Issa, Communication Director, Sputnik Floyd FZE
- Marie Claire Marquez, Media Director, Sputnik Floyd FZE
- Roger Honein, Social Media Strategist, Sputnik Floyd FZE
- Louise Dorne, Social Media Manager/Producer, Sputnik Floyd FZE
- Raki Phillips, CEO, Ras Al Khaimah Tourism Development Authority
Entry video
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Nominated
Company
The Works
Client
Destination NSW
Summary
OBJECTIVES:
To relaunch Vivid Sydney after a 2-year-hiatus, we had to overcome public nervousness around COVID-19. And offer audiences to engage deeper, by becoming co-creators of the festival.
STRATEGY:
Over 1,200 targeted posts were created across Facebook, Instagram, Twitter, TikTok and LinkedIn, whilst remaining nimble to shifting COVID-19 environments.
RESULTS:
Kickstarting with a ‘sneak-peek’ of 2022 light installations, we invited participants to bring Vivid Sydney to life via our AR Instagram filter. This resulted in 149,793 impressions, 35,723 opens and 4,027 captures, flooding Instagram feeds with colour!
To facilitate deeper engagement, we created an immersive Instant Experience including BTS videos from their favourite headliner – Baz Luhrmann, Baxter Dury etc. This reached a record-breaking 768,770 fans with an average engagement time of 20 seconds.
For audiences unable to attend, we created livestreams viewed by over 400,000 people. We created a dedicated microsite with TikTok Australia, aggregating all trending #vividsydney content.
Additionally, we created 40 bespoke GIFs for our community to use in their Stories and Reels, resulting in 6.2M+ views. Overall, we reached 352.9M people via the hashtag #vividsydney.
Vivid Sydney attracted a record attendance of 2.58 million people, 7.5% up from 2019 – including the largest opening weekend with over 440,000 attendees. In total, our content reached over 81.6M people and delivered 49.9M owned video views –– 432% up from our 2019 campaign.
We also expanded our community with 60,500 new followers across all platforms, by helping them experience Vivid Sydney like never before.
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Entry credits
[{"firstName": "Gill", "lastName": "Minervini", "jobTitle": "Festival Director", "company": "Vivid Sydney", "email": "", "linkedin": ""}, {"firstName": "Julie", "lastName": "Turpie ", "jobTitle": "General Manager, Events", "company": "Destination NSW", "email": "", "linkedin": ""}, {"firstName": "Brad", "lastName": "Gander", "jobTitle": "Project Manager", "company": "Vivid Sydney", "email": "", "linkedin": ""}, {"firstName": "Adam", "lastName": "Shutler", "jobTitle": "Director, Digital Centre of Excellence", "company": "Destination NSW", "email": "", "linkedin": ""}, {"firstName": "Christine ", "lastName": "Kollias", "jobTitle": "Manager, Social Media", "company": "Destination NSW", "email": "", "linkedin": ""}, {"firstName": "Gemma ", "lastName": "Van Hamburg\xa0", "jobTitle": "Marketing Manager", "company": "Destination NSW", "email": "", "linkedin": ""}, {"firstName": "Emelie ", "lastName": "Lundberg", "jobTitle": "Head of Social", "company": "The Works", "email": "", "linkedin": ""}, {"firstName": "Sarah ", "lastName": "Warner", "jobTitle": "Creative Project Manager", "company": "The Works", "email": "", "linkedin": ""}, {"firstName": "Sophia ", "lastName": "Berry", "jobTitle": "Social Media Manager", "company": "The Works", "email": "", "linkedin": ""}, {"firstName": "Kaleela ", "lastName": "Lauder", "jobTitle": "Community Manager & Content Assistant", "company": "The Works", "email": "", "linkedin": ""}, {"firstName": "Megan ", "lastName": "Lacey", "jobTitle": "Community Manager & Content Assistant", "company": "The Works", "email": "", "linkedin": ""}]
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Nominated
Company
Uncovered Group
Client
YO!
Summary
We started working with YO! Sushi in May 2021. Since then our Always On, Active Reach strategy has delivered 6 consecutive quarters of growth, a 4% increase in market share and 12 million pounds in additional revenue.
When we started working with the brand it had declined in market share for over a year and was quickly losing relevance against its target consumer.
We set ourselves the objective of making Yo! the most talked about and famous Asian food brand in the UK to drive significant penetration growth.
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Entry credits
- Mitch Syrett, Creative Partner, Uncovered Group
- Nina Landale, Strategy Partner, Uncovered Group
- Louise Penfold, Paid Social Strategist, Uncovered Group
- Elly Viner, Senior Brand Creative, Uncovered Group
- Jess Hollier, Account Manager, Uncovered Group
- Jack Haberfield, Junior Creative, Uncovered Group
- Matt Hearn, Edit Lead, Uncovered Group
- Jordan Paterson, Director Producer, Uncovered Group
- Victoria Mathers, UK Head of Marketing, YO!
- Shay Dawkins, Shoot Producer, Uncovered Group
- Adam Bellanger, Senior Brand & Content Manager, YO!
- Seraphine Tumbridge, Brand & Marketing Executive, YO!
Entry video
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Nominated
Company
Team Whistle
Client
eBay
Summary
eBay turned to Team Whistle to appeal to the next generation of card collectors and flippers in an accessible and innovative way across social media. To drive awareness for eBay’s Vault launch, eBay became the exclusive presenting sponsor of the ‘Making Bread’ investing focused vodcast. Whistle adapted the content into short-form segments that were unique and optimized for each platform based on best practices & relevant trends like popular sounds, and native in-app trends like the green screen filter, and what we know will be most engaging from our experience as a publisher and social content studio. It was then distributed intentionally across Team Whistle TikTok, Instagram, Snapchat, and Twitter, as well as eBay's digital and social ecosystem for their usage. The collective efforts of this collaboration drove positive shifts in favorability, likelihood to recommend, and purchase intent on eBay. eBay’s messaging resonated with Whistle’s audience, after watching 78% thinking eBay is a trustworthy marketplace that cares about both buyers and sellers. This builds on eBay’s recent integrations into existing original IP with Team Whistle, including, a new season of Whistle’s ‘Card Clout,’ a talk show series where host DJ Skee interviews different celebrities and athletes who are big time collectors on their respective card collections, and an episode of ‘My Hustle,’ a docu-series profiling young entrepreneurs, featuring NFL star AJ Dillon’s who created his own card flipping business with the help of eBay’s card collecting/flipping tools.
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Entry credits
- Lucie Catillon, Marketing Manager, Trading Cards & Collectible Card Games, eBay
- Kelly Lawrence, Social Marketing Lead, Collectibles, eBay
- Vinnie Butera, VP of Brand Partnerships at Team Whistle, Team Whistle
- Hanna Wok, Senior Account Executive of Brand Partnerships, Team Whistle
- Dustin Fleischman, EVP Revenue & Brand Strategy, Team Whistle
Entry video
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5
Best Integrated Campaign
Description
Nominated
Company
Spark Foundry
Client
TAKIS
Summary
TAKIS is a new rolled tortilla chip that is sure to set the UK crisps market, and your mouth, on fire. But with tiny budgets and facing category behemoths like Walkers, we knew disruption would be essential to make any progress in this already crowded market. Taking inspiration from the impending HFSS legislation and the bold nature of the brand, you’d be forgiven for thinking TAKIS might defy the government and continue to nudge teenagers to try this intriguing new snack. But TAKIS is no ordinary snack, and neither was our approach. We harnessed the oldest trick in the book together with guerrilla and grassroots tactics to obliterate sales targets and secure our future on the shelves of Britain’s leading supermarkets.
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Entry credits
- Marcos Angelides, Chief Strategy Officer, Spark Foundry
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Award
Company
Rethink
Client
Kraft Heinz Canada
Summary
Through social listening and cultural commentary, we uncovered one of the world’s most controversial injustices: hot dogs come in packs of 10 and buns come in packs of 8. Why? It’s archaic, a travesty and frankly, a serious waste of hot dogs.
As the condiment of summer, Heinz needed to put an end to the madness.
Long celebrated for making hot dogs even better, we knew Heinz could play the role of hero by brokering a deal to once and for all fix the uneven package conundrum.
The solution was to create The Heinz Hot Dog Pact - a rally cry for hot dog and bun companies to finally make even packages.
Entry image
Entry credits
- Aaron Starkman, Chief Creative Officer, Rethink
- Mike Dubrick, Executive Creative Director, Rethink
- Joel Holtby, Creative Director, Rethink
- Natasha Michalowska, Creative Director, Rethink
- Zachary Bautista, Art Director, Rethink
- Geoff Baillie, Writer, Rethink
- Danielle Zablocki, Art Director, Rethink
- London Choi, Writer, Rethink
- Tulio Pinto, Designer, Rethink
- Sean McDonald, Chief Strategy Officer, Rethink
- Julian Morgan, Strategy Director, Rethink
- Alex Butt, Producer, Rethink
- AJ Merrick, Print Producer, Rethink
- Jenna Fullerton, Print Producer, Rethink
- Tyler Erdelac, Editor, Rethink
- Emmett Maloney, Colourist, Freelance
- Todd Bennett, Studio Artist, Rethink
- Brad Kumar, Retoucher, Rethink
- Justin Chan, Studio Artist, Rethink
- Amy Greenspoon, Group Account Director, Rethink
- Kai de Bryun Kops, Account Director, Rethink
- Allie Kennedy, Account Manager, Rethink
- Brian Bernard, Audio Engineer, Grayson Matthews
- Rob Fiocca, Photographer, Freelance
- Nina Patel, Head of Brand Build Communications & Innovation, Kraft Heinz Canada
- Daniel Gotlib, Associate Director, Brand Building & Innovation – Taste Elevation, Kraft Heinz Canada
- Carlos Vidanes, Sr. Associate Brand Manager – Innovation, Condiments & Sauces, Kraft Heinz Canada
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Highly Commended
Company
Oracle Red Bull Racing, PUSH Live
Client
Oracle Red Bull Racing
Summary
With the eagerly awaited RB18 car launch for the 2022 Formula 1 season, Oracle Red Bull Racing (ORBR) wanted to put fans at the heart of the launch, re-capture the attention of F1 enthusiasts, reach new fans and reward the existing fan base for their unwavering loyalty.
With the help of PUSH Live, ORBR reimagined social media engagement for the launch event, targeting a broader social audience by using fans’ personal channels and networks to evangelize the 2022 story. By empowering people with brilliant content and cutting-edge digital tools, ORBR targeted fans’ ‘friends, followers and family’, using their passion to drive engagement and conversation – transforming loyal fans into trusted brand guardians.
PUSH Live offers an unmatched live streaming service with the power to transform a single live moment into an unlimited number of customised streams. CRM and social media callouts invited fan volunteers to co-host the RB18 car launch, nominating their channels through an online form – with over 33,000 followers applying in 48 hours. Thousands of fan channels across Twitch, YouTube, Facebook, Twitter, TikTok and LinkedIn were selected to co-host the launch event. Additionally, ORBR had 23 sponsors and partners who also created unique content.
On 9th February 2022, over 6,400 social channels burst into life – simultaneously streaming one of 65 different event versions. ORBR and PUSH Live broke the mould with this fan-first launch event – sparking a fan-powered social media explosion – with 5.77m live views, 9.2m total views and 331m impressions 7-days post show.
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Entry video
Entry credits
- Olly Hughes, CMO, Oracle Red Bull Racing
- Kelly Brittain, Brand & Campaigns Director, Oracle Red Bull Racing
- Hayley Longhurst, Director of Marketing Operations, Oracle Red Bull Racing
- Caroline White, Marketing Operations Manager, Oracle Red Bull Racing
- Jayvic Patel, Digital Experience Manager, Oracle Red Bull Racing
- Caz Buckland, Head of Fan Engagement, Oracle Red Bull Racing
- Gemma Lusty, Communications Manager, Oracle Red Bull Racing
- Jamie Fox, Head of Communications, Oracle Red Bull Racing
- Tom Guest, Social Media Channel Manager, Oracle Red Bull Racing
- Steve Garland, Head of Content & Social, Oracle Red Bull Racing
- Sarah Fasey, Social Media Coordinator, Oracle Red Bull Racing
- Adam Bath, Social Media Coordinator, Oracle Red Bull Racing
- Steve Nash, Content Manager, Oracle Red Bull Racing
- Greg Auchterlonie, Head of Brand, Oracle Red Bull Racing
- Alex Wallbank, Brand Designer, Oracle Red Bull Racing
- Paul Garrett, Brand Designer, Oracle Red Bull Racing
- Andy Clarke, CRM Manager, Oracle Red Bull Racing
- Ben Harris, Partnership Manager, Oracle Red Bull Racing
- Jack Harrington, Senior Partnership Manager, Oracle Red Bull Racing
- Zoe Chilton, Head of Partnerships, Oracle Red Bull Racing
- Steve Munachen, Creative Director, PUSH Live
- Lauren Mellman, Client Services and Strategy Director, PUSH Live
- Sid Hargis, Head of Digital Strategy, PUSH Live
- Larry Gale, Head of Production Network, PUSH Live
- Katie O’Toole, Head of Audience and Insight, PUSH Live
- Katie Eason, Production Manager, ADVNCR
- Mark Bishop, Director of Content and Live, ADVNCR
- Lauren Davison, Production Assistant, ADVNCR
- Davina Jethwa, Production Assistant, ADVNCR
- AdY Eaton, Head of Development, PUSH Live
- Nathan Zerafa, VP of Product, PUSH Live
- Simon Hosken, CFO, PUSH Live
- Phil Tucker, Founder, PUSH Live
- Simon Smith-Wright, CEO, PUSH Live
- Simon Tucker, CTO, PUSH Live
- Colin O’Donnell , Head of Post-Production, PUSH Live
- Matt Camlin, Editor, ADVNCR
- Alex Raye, Editor, PUSH Live
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Nominated
Company
PURPOSE.ANT
Client
OPPO VIETNAM
Summary
Vietnam has one of the most competitive smartphone markets in Asia today. Smartphone brands continuously vie for consumer attention with new products and offers. With so many odds against us, PURPOSE.ANT X Oppo Vietnam had to devise a strategy that would penetrate this ocean AND dominate market conversation to win the attention and hearts of the most prized audience – millennials’ and Gen Z. Seamlessly integrating multiple touch points and platforms through clever comraderies across many influencers, we were able to not only captivate our audience but also achieve record-breaking campaign and business results.
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Entry credits
- Le Tran Do Quynh, Group Account Director, PURPOSE.ANT
- Tam Nguyen Duc Minh, Senior Account Manager, PURPOSE.ANT
- Minh Nguyen Nha Kha, Account Manager, PURPOSE.ANT
- Nghi Cao Minh Doan, Senior Account Executive, PURPOSE.ANT
- Kha Le Minh, Account Executive, PURPOSE.ANT
- Thuong Do Dang, Creative Director, PURPOSE.ANT
- Thai Pham Le Quang, Senior Copywriter, PURPOSE.ANT
- Chi Nguyen Doan Quynh, Copywriter, PURPOSE.ANT
- Anh Pham Hai, Copywriter, PURPOSE.ANT
- Quang Nguyen Quoc, Copywriter, PURPOSE.ANT
- Ngoc Nguyen Kim, Senior Art Director, PURPOSE.ANT
- Anh Nguyen Duy, Art Director, PURPOSE.ANT
- Huyen Doan Ngoc, Art Director, PURPOSE.ANT
- Trinh Nguyen Thai Ngoc, Multimedia Designer, PURPOSE.ANT
- Duc Pham Anh, Designer, PURPOSE.ANT
- Nam Hang Hai, Associate Creative Director, PURPOSE.ANT
- Tien Bui Duc, Designer, PURPOSE.ANT
- Quynh Duong Thi Xuan, Copywriter, PURPOSE.ANT
- Hoang Anh Nguyen Tran, Head of Planning, PURPOSE.ANT
- Thu Tran Thi Hoai, Digital Innovation Director, PURPOSE.ANT
- Chau Doan Thai Minh, Integrated Planner, PURPOSE.ANT
- Nhu Nguyen Thi Huynh, Social Outreach Partnership Manager, PURPOSE.ANT
- Nguyen Tran Thi My, Social Outreach Partnership Executive, PURPOSE.ANT
- Dung Nguyen Bui Quoc, Social Outreach Content Manager, PURPOSE.ANT
- My Linh To, Social Outreach Content Executive, PURPOSE.ANT
- Tony Nhat Nguyen, Executive Producer, Children Of
- Duy Khanh Hoang, Producer, Children Of
- Mai Phuong Ngo, Producer, Children Of
- Vy Tran, Producer, Children Of
- Arron Liu, Marketing Director, OPPO Vietnam
- Thuy An Nguyen, Campaign Planner, OPPO Vietnam
- Minh Nguyen Ngoc , Content Specialist, OPPO Vietnam
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Highly Commended
Company
Tangerine Communications
Client
Specsavers
Summary
Football fans, whether they’re 15 or 65, have an emotional connection to grass roots football, and all over the UK, every blade of grass has a story to tell. Social accounts dedicated to ‘Sunday League’ goals and amateur fails amass thousands of followers, all of whom can’t get enough of the muddy underworld of ‘real’ football.
After 12 months of ‘owning’ live matchday conversation on Twitter, Specsavers wanted to dive deeper into the world of football and give a team right at the bottom something to talk about.
What if we could find the worst team in the UK and help them turn their fortunes around?
We used Should’ve Gone to Specsavers as a creative point of relevance and invested in a community football team, giving them the kind of experiences only a professional team could get access to. In return, through meticulously planned content capture days, we produced a series of pitch-perfect, on-brand storytelling, starring key audience influencers and all the right Specsavers DNA.
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Entry video
Entry credits
- Sarah Schofield, Consumer Business Director, Tangerine Communications
- Martin Kevill, Creative Director, Tangerine Communications
- Helen Brackley, Senior Digital Account Director, Tangerine Communications
- Joe Whiteley, Creative Mid-Weight, Tangerine Communications
- James Bird, Senior Motion Designer, Tangerine Communications
- Ruby Gresty, Account Manager, Tangerine Communications
- Nathan Youd, Social Media Strategist, Tangerine Communications
- Lynden Caven-Smith, Junior Motion Designer, Tangerine Communications
- Lisa Hale, Head of Social , Specsavers
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7
Most Effective Use of Video
Description
Nominated
Company
Jungle Creations & Spark Foundry
Client
Taco Bell
Summary
December babies have been forgotten about for too long, with countless overlooked birthdays and missed presents. Taco Bell felt the same - how often do you have tacos for Christmas?
Teaming up with Jungle Creations, Spark Foundry and SPP Media, Taco Bell set out to disrupt the usual festivities by making sure December birthdays were front and centre during one of the busiest moments of the year.
In a PSA-style video, five strangers who all ‘celebrate’ birthdays in December each share their despair at being forgotten every year, with their birthdays buried by Yuletide celebrations. “All year round, I’m there for everyone else. Every birthday. Every wedding. At this point, every bloody gender reveal party.” With the help of Taco Bell, they call for a boycott of Christmas in favour of celebrating our friends and families birthdays.
The video was published on Facebook, Instagram and TikTok via Jungle Creations’ media brand VT, to a combined following of over 30M, and the hero video was amplified by spin-off videos that highlighted each character’s story, a competition open only to December babies, and a TikTok series with creators sharing hilarious anecdotes about how Christmas has ruined their birthdays.
The campaign drove over 7.9M UK views and almost 19M UK impressions, leading to an over-delivery by 16.1%. The hero video alone achieved over 2.7M UK views and saw a whopping 41.1% completion rate, successfully cutting through the Christmas noise and genuinely surprising and entertaining audiences by humorously taking a stand against the norm.
Entry image
Entry video
Entry credits
- Markus Meedt, Director,
- Emma Baggott, Producer, Jungle Creations
- James Ryan, Creative Lead, Jungle Creations
- Emily Habin, Project Manager, Jungle Creations
- Camilla Mignot, Business Director, SPP Media Ltd
- Steven Jeram, Production Coordinator,
- Simona Pranulyte, DOP,
- Connor Adam, Gaffer,
- Chris Barber, Spark,
- Kai Newton, 1st Assistant Camera,
- Matt Boner, 2nd Assistant Camera, Jungle Creations
- Russ James, Sound Operator,
- Kate Roe, Stylist,
- Vic Owen, Art Director,
- Oliver Greenfield, Carpenter,
- Dom Luck, Runner,
- Charlie Colwill, DIT/Editor, Jungle Creations
- Olivia Shepherd, Featured Talent,
- Jake Bryan-Amaning, Featured Talent,
- Gilly Daniels, Featured Talent,
- Jake Parry, Featured Talent,
- Oscar Parry, Featured Talent,
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Nominated
Company
Envision Racing
Client
Palo Alto Networks
Summary
In Season 8 of the ABB FIA Formula E World Championship, Envision Racing set out to create an innovative, video-led social media campaign which would drive impact and awareness on a global scale.
The result was ‘Machine & Mortal’ – a collaboration with Palo Alto Networks and Formula E, featuring Liverpool and England superstar, Trent Alexander-Arnold, as well as racing driver Nick Cassidy and the Gen 2 Formula E car. The campaign was launched on Thursday 28th July.
We were able to deliver millions of pounds in ROI for our client, while enhancing the reputation of both Envision Racing and Formula E across new and existing audiences.
Entry image
Entry video
Entry credits
- Jonathan Townsley, Senior Digital and Social Media Manager, Envision Racing
- Daniel Matson , Head of Marketing , Envision Racing
- Rob Stevenson, Partnerships Manager, Envision Racing
- Adam Dismore , Director , Dizzy Media
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Award
Company
Reach Agency
Client
Hulu
Summary
Sometimes original content requires a totally original approach to marketing it. That was Hulu's thinking when it was time to promote their all-new, true-crime-inspired comedy series, "Only Murders In the Building." We implemented the creativity and audience of YouTube creator Rudy Mancuso, to bring fresh eyes to the Hulu Originals series Only Murders In The Building. We approached the show’s marketing from a unique perspective when they introduced fans to “Only Rudy’s in the Building.” Our strategy to reach this audience of younger viewers led us to the platform where we knew they'd be — YouTube. It's one of the only platforms where our audience watches longer videos.
From Google Insights Finder data, we decided that the Narrative x Comedy format would be the most innovative way to frame our long-form video. Remaining authentic to our target audience, we knew we needed to tap one of YouTube's best storytellers — Rudy xMancuso. Our concept evolved into an "inspired by" featurette, allowing Rudy to take the concept of Hulu's new IP and make something all on his own. Called, "Only Rudy's In the Building," it became a fun, satirical skit that not only tapped into all the little mysteries and idiosyncrasies surrounding the people who live nearest to us, but also explored the idea that the people living closest to us can also be the ones we're furthest from knowing anything about. By bringing in Youtube Creator Rudy Mancuso we created content that aligned with the themes of the show.
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Entry video
Entry credits
- Ari Avishay, VP Content Marketing, Hulu
- Xavier Salas Rodriguez, Director Originals Marketing, Hulu
- Emma Jennings, Content Architect, Google Creative Works
- Rudy Mancuso, Creator, YouTube
- Gabe Gordon, Co-founder and CEO, Reach Agency
- Karen Hart, VP Creative, Reach Agency
- Ryan Parker, Account Director, Reach Agency
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Nominated
Company
Premier League/Team Whistle
Client
Premier League
Summary
Team Whistle helped Premier League to develop original series ‘Uncut’ on YouTube, to help support EA Sports and its FIFA product. Uncut, an original branded content series that brings together footballers and social influencers, leans into a chat format to encourage authentic and entertaining conversations about the intersection of actual football and FIFA. Now in its third season, there are 38 hero episodes distributed on YouTube in 181 different countries, with original elements created for all other social platforms as well as the Premier League linear channels. Our biggest episodes this season featured Jack Grealish, Allan Saint-Maximin, Trent Alexander-Arnold and Christian Pulisic. Every Premier League club is featured at least once a year to build audience and awareness across all of its tentpole activations, from game launch through to its end of season Team of the Season. The stand-out enhancement for this season was utilizing YouTube shorts to expand content and reach of the program. This season we published 80 shorts, with each short driving traffic back to the main Uncut episode.
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Entry video
Entry credits
- Poppy Pecorelli , Partnerships Executive , The Premier League
- Susie Dunbar , Head of Partnerships , The Premier League
- Martin Axford , Head of Digital , Premier League
- Jeff Nathenson, Managing Director of International, Team Whistle
- Eoin OBrien, Executive Producer, Team Whistle
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Nominated
Company
Prophet
Client
Scoperta! Wine
Summary
Challenge: Launch disruptor wine online marketplace Scoperta! within a crowded field.
Scoperta! is Italian for “discovery” and the brand’s promise is wine discovery made simple. To attract and woo young wine lovers who hate the current buying experience, we needed stopping power—and name recognition. We needed to go big, and what’s bigger than opera? Smashing together public domain arias “Largo al factotum” and “O sole mio,” we created a song that tells the tale of a wine-loving woman disenchanted with typical services. Our singing talent was so dynamic, we cast him as the on-camera lead. The chorus is comprised of actors, Scoperta’s Head Sommelier, and an investor! A skeleton crew pulled off a one-day shoot at Chicago’s historic Copernicus Theater. Cutting long and short form videos and GIFs, we unleashed our song on the world. So far, we’ve seen unprecedented engagement on YouTube. With a view-through rate of 74% and click-through-rate of 7%, it’s already exceeded benchmarks (45% VTR, 3% CTR). The long-form has actually outperformed all videos, proving people can’t get enough of our tune. So far, it’s earned 1 million total views, 9.4k clicks with an insanely efficient $0.03 cost-per-video completion. Standard placements also are beating benchmarks with 90% VCR while CTV is at a whopping 95%. Thank you for considering our humble but mighty opera. Please turn up your volume and enjoy!
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Entry video
Entry credits
- Mat Zucker , Sr. Partner, Marketing & Sales, Prophet
- Greg Erdelyi, Executive Creative Director , Prophet
- Sarah Tosques, Associate Creative Director , Prophet
- Damien Peraino , Executive Producer, Prophet
- Arthur Makaryan, Production Manager/Producer , Prophet
- A.J. Slizeski , Sr. Designer, Prophet
- Jeremy Pinckert, Director , Explore
- Jeff Nolan, Editor , Explore
- Eric Lambert, Composer / Creative Director, Earhole Studios
- Adam Wiebe, Executive Producer, Earhole Studios
- Colin Sipos, Composer, Sr. Audio Engineer , Earhole Studios
- Damian Huck, Line Producer, Explore
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Highly Commended
Company
Tangerine Communications
Client
Specsavers
Summary
Football fans, whether they’re 15 or 65, have an emotional connection to grass roots football, and all over the UK, every blade of grass has a story to tell. Social accounts dedicated to ‘Sunday League’ goals and amateur fails amass thousands of followers, all of whom can’t get enough of the muddy underworld of ‘real’ football.
After 12 months of ‘owning’ live matchday conversation on Twitter, Specsavers wanted to dive deeper into the world of football and give a team right at the bottom something to talk about.
What if we could find the worst team in the UK and help them turn their fortunes around?
We used Should’ve Gone to Specsavers as a creative point of relevance and invested in a community football team, giving them the kind of experiences only a professional team could get access to. In return, through meticulously planned content capture days, we produced a series of pitch-perfect, on-brand storytelling, starring key audience influencers and all the right Specsavers DNA.
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Entry video
Entry credits
- Sarah Schofield, Consumer Business Director, Tangerine Communications
- Martin Kevill, Creative Director, Tangerine Communications
- Helen Brackley, Senior Digital Account Director, Tangerine Communications
- Joe Whiteley, Creative Mid-Weight, Tangerine Communications
- James Bird, Senior Motion Designer, Tangerine Communications
- Ruby Gresty, Account Manager, Tangerine Communications
- Nathan Youd, Social Media Strategist, Tangerine Communications
- Lynden Caven-Smith, Junior Motion Designer, Tangerine Communications
- Lisa Hale, Head of Social , Specsavers
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Highly Commended
Company
OLIVER Agency
Client
WestJet
Summary
When WestJet launched in 1996, it had one goal: to make air travel more affordable. Today, the cost of flying is once again skyrocketing, but this time to a new destination: Space. So, we announced WestJet-X: a space program that offered flights for half the cost. While our space program may have been fake, we reminded everyone that WestJet stays true to making travel more affordable—no matter the destination.
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Entry credits
- na na, na, na
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6
Most Innovative Use of Social
Description
Entrants should demonstrate how they have used innovation or been creative in their use of social media.
Award
Company
adidas & Twitter Next
Client
adidas
Summary
adidas wanted to drive hype around their new X Speedflow football boots by positioning them as the fastest footballing footwear on the planet. But, to get football fans to truly understand that X Speedflow represented speed, we had to produce an idea that would go beyond passive consumption and give football fans something unique.
So we created @XSpeedflow. A custom-built Twitter account (the first of its kind) only the fastest could follow. Players kept an eye on a livestream that acted as a starter gun, signalling the moment @XSpeedflow was open and kicking off a European wide race between 9 million players to hit the 'follow' button, and prove they were worthy to wear the world’s fastest boots.
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Entry credits
- Sean Bone, Creative, Twitter Next
- Sam Waymont, Senior Brand Strategist, Twitter Next
- Rick Smith, Sr. Technical Program Manager, Twitter Next
- Lara Bean, Senior Manager, Europe Newsroom, adidas
- Jenny Kam, Assistant Manager, Europe Newsroom, adidas
- Jonny Silcock, Senior Manager, London Newsroom, adidas
- Maria Cortes, Digital Specialist, Spain, adidas
- Victor Sharp, Senior Manager, Paris Newsroom , adidas
- Alexandre Heckel, Publishing Specialist, Paris Newsroom, adidas
- Ayesha Brown, Community Manager, London Newsroom, adidas
Entry video
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Nominated
Company
Twitter Next
Client
Netflix UK
Summary
Seeing a huge increase in Tweets around “birdwatching”, as a result of the pandemic, we had an idea: what if we simultaneously used “real life” Robins tweeting in the world to launch the movie Robin Robin on the bird app?
In partnership with the Royal Society for the Protection of Birds, our very own “Nestflix” was born: a soothing and interactive livestream featuring birds (including robins!) flying & feeding through the christmassy atmosphere of Robin Robin, live on Twitter.
By creating a moment of pause in people's timeline for some much-needed bird talk, Netflix got parents, children (and cats) tweeting about the magic of Robin Robin.
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Entry credits
- Maxime Derrien, Brand Srategist, Twitter UK
- Lauren Bradley, Marketing Manager, Netflix UK
- Dee Wood, Head of Twitter Next Lab EMEA, Twitter
- Rick Smith, Sr. Technical Program Manager, Twitter
- Ross MacDonald, Client Partner, Twitter UK
- Michael MacAulliffe, Sr. Account Manager, Twitter UK
- Jessica Riches, Account Manager, Diva Agency
- Joe Dale, Sr. Account Manager, Diva Agency
- Becky Potter, Precision Director, Wavemaker Global
Entry video
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Nominated
Company
Big Village
Client
HBO / HBO Max
Summary
Ahead of the release of The Many Saints of Newark, HBO and HBO Max partnered with global advertising, technology, and data company Big Village and launched Bada Binge!, a multi-platform campaign featuring new Sopranos content across Facebook, Instagram, Twitter, YouTube, and Tiktok. The campaign consisted of phases, starting with #BadaBinge which called out fans in a challenge to re-watch six seasons of The Sopranos in six weeks with weekly check-ins on social media. At the same time, fresh content such as ‘The Best of The Sopranos’ and ‘The Sopranos Mafia Commandments’ was added to YouTube by Big Village, and short-form content was added to Tiktok to engage with younger audiences. Big Village later hosted a call-and-response stunt on Twitter called The 6 Degrees of Sopranos where we challenged fans to name an HBO actor – any actor! – declaring we could connect them back to The Sopranos in six degrees of past roles or less. Finally, on the eve of The Many Saints of Newark premiere, we transformed the @HBO Twitter handle into the“official” account of Satriale’s, the beloved pork store frequented by Tony and company in The Sopranos.
As a result of the campaign, HBO Max streams of The Sopranos increased by over 200% when compared to their average monthly views in 2021 leading up to the film’s premiere.
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Entry credits
- Jason Mulderig, SVP of Brand Marketing , HBO Max
- Duane Munn, VP of Brand Marketing, HBO Max
- Bill Leopold, Director of Editorial Strategy and Production, HBO Max
- Sabrina Barekzai, Director of Social Publishing, HBO Max
- Sarah Lee, Publishing Strategy, HBO Max
- Megan Zenger, Manager, Editorial HBO Max
- Ariana Bacle, Manager, Editorial , HBO Max
- Gabrielle Otero, Manager, Editorial, HBO Max
- Chantal Rochelle, Manager, Editorial, HBO Max
- Becca Lambright, Brand Marketing Strategist, HBO Max
- Fiona Shea, Coordinator, Editorial, HBO Max
- Rebecca Alifimoff, Coordinator, Editorial, HBO Max
- Tasha McCaskiel, Coordinator, Editorial, HBO Max
- Katherin Herrera, Coordinator, Publishing , HBO Max
- Steven Rebeiro, Manager, Publishing Strategy, HBO Max
- Colby Anderson, Coordinator, Publishing, HBO Max
- Dean Page, Coordinator, Publishing, HBO Max
- Louis Segura , Manager, Publishing Strategy, HBO Max
- Conor Driscoll, Coordinator, Publishing, HBO Max
- Preeti Singh, Coordinator, Publishing, HBO Max
- Daniel Leng, Coordinator, Editorial, HBO Max
- Liliana Kinsey, Coordinator, Editorial, HBO Max
- Kaitlyn Miranda, Coordinator, Editorial, HBO Max
- Alessandra Donnelly, Manager, Publishing Strategy, HBO Max
- Julia Kaplowitz, Coordinator, Publishing, HBO Max
- Amari Diaw, Coordinator, Publishing, HBO Max
- Steve Scutellaro, Managing Director, Big Village
- Lindsey Allison, Head of Strategy, Big Village
- Matt Steinwald, Executive Creative Director, Big Village
- Jana Cudiamat, Account Director, Big Village
- Nadine Cheung, VP, Creative Director, Big Village
- Scott Jones, Associate Creative Director (ART), Big Village
- Caroline Garrett, Producer, Big Village
- Jonathan Mesquita, Sr. Editorial Strategist, Big Village
- Brenna Grant, Project Manager, Big Village
- Alex Grybauskas, Video Editor, Big Village
- Tatiana Lam, Motion Graphics Designer, Big Village
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Nominated
Company
Movement Strategy
Client
Netflix
Summary
Netflix wanted a social campaign to reinforce their premium position in the true crime genre. Netflix Home of True Crime was conceived as a place of exploration: a social-exclusive destination of discovery and journey – teasing stories, exploring clues, discovering new intrigues, a place to engage, comment and share. Over the duration of the campaign’s thirteen owned posts and videos, the Home of True Crime gained 5.7M Views across four platforms and a total of 300K engagements.
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Entry credits
- Jason Mitchell, CEO , Movement Strategy
- Christy Pregont, Chief Creative Officer, Movement Strategy
- Alex Krutchkoff, Creative Director, Movement Strategy
- Jake Fertig, Creative Director, Movement Strategy
- Christopher Crompton, Art Director, Movement Strategy
- Austin Mitchell, Copywriter, Movement Strategy
- Dianna Jannuzzi, Strategy Director, Movement Strategy
- Kevin Smith, VP, Head of Accounts, Movement Strategy
- Kylie Ladd, Senior Data & Insight Strategiest, Movement Strategy
- Wendy Kong, Director of Data & Insight, Movement Strategy
- Giang Luc, Senior Project Manager, Movement Strategy
- Nikki Ahmed, Senior Producer, Movement Strategy
- Tanu Muino, Director, Underwonder
- Frank Borin, Producer, Underwonder
- Lauren Cortizo, Creative Marketing, Netflix
- Sean Dobson, Creative Marketing, Netflix
- Melanie Grabow, Creative Marketing, Netflix
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Highly Commended
Company
McCann Manchester
Client
Aldi UK
Summary
Every bank holiday is the same. Offers, promotions and named-brand noise. Everywhere. And with our customers often trading up for the occasion, we knew it would be hard to be heard in the conversation.
So, while everyone was talking about the big brands, we got the big brands to talk about us.
Turning on our Out Of Office and going off to have fun, with one simple tweet we invited brands across the UK to cover our shift – and they all jumped at the chance, with over 40 household brands getting involved.
From social giants like KFC, innocent and Specsavers to British institutions like Polo, Dominos and Heinz. And even some competitors too. We sat back, relaxed, and let them do our job for us, racking up over 140k engagements and 5.1 million impressions without lifting a finger or spending a single penny.
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Entry credits
- Dan Noller, Digital Creative Director, McCann Manchester
- Mike McGuinness, Social Designer & Art Director, McCann Manchester
- Hannah Tudor, Social Creative /Copywriter , McCann Manchester
- Calum Macdonald-Ball, Head of Live, McCann Manchester
- Sophie Mullins, Social Media Account Director, McCann Manchester
- Annabel Gouveia, Social Media Account Manager, McCann Manchester
- Amy Beet, Social Media Account Manager, McCann Manchester
- Maddy Brice, Social Media Account Executive, McCann Manchester
Entry video
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Nominated
Company
Propel / OLIVER Agency
Client
Swoop
Summary
Time-sensitive deals are common in the airline industry, but Swoop—Canada’s ultra-low-cost carrier—is anything but. To promote a limited-time sale with 60% off flights to Mexico, we enlisted Mother Nature’s help to create a countdown timer like never before. On one of the very beaches we were promoting, we made a giant coupon in the sand. As the tide came in, it slowly erased the offer. We streamed the event on Facebook, inviting people to take advantage of the deal before it washed away.
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Entry credits
- na na, na, na
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5
Low Budget
Description
Nominated
Company
Scoppechio
Client
GE Appliances
Summary
For brands to succeed on TikTok, it is important to remember the nature of the platform and what truly resonates - remarkable, relevant and human content... and within the ever-growing influencer category, we firmly believe that it's imperative to treat content creators as people, not vendors. We were tasked with launching GE Appliances on TikTok, and jumped quickly on an organic opportunity to work with a viral content creator. But even though we moved fast, circumstances out of our control threatened our partnership and the project. We approached the situation not just as marketers, but with thought and compassion, and made a brand advocate for life ... all for the cost of a fridge and some kindness.
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Entry credits
- Laura Arnold, Associate Director, Strategy, Scoppechio
- Marina Fraire, Social Community Manager, Scoppechio
- Pete Maniscalco, Creative Director, Scoppechio
- Andrew Norris, Senior copywriter, Scoppechio
- Michael Fimiani, Director, Strategy, Scoppechio
Entry video
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Nominated
Company
BARK, makers of BarkBox
Summary
In honor of National Dog Day and a full decade of BARK (that’s 70 dog years!), the social team decided to hold a contest to pay for 100 people to get tattoos of their dog. The rules were simple, submit a picture of your dog and tell us why you want ‘em forever on your bod. The announcement went up on August 22nd and within an hour received 1,000 entries and over 8,000 entries in the first 24 hours. Through leveraging social media and outreach to media, the campaign snowballed into a frenzy of excitement on National Dog Day resulting in the biggest announcement in the company’s 10-year history by reaching over 1.4MM impressions on social and 1.07B impressions through broadcast, radio and online news and lifestyle outlets such as Adweek, Bustle, Thrillist, USA Today and more (a total of 966 pieces of coverage).
By creating this very shareable contest, BARK was able to tap into an even wider audience of the crazy, dog-obsessed people they know and love while furthering brand awareness. The most impactful campaigns are short, punchy, and simple: “BARK WANTS TO BUY YOUR DOG A TATTOO.” A tattoo is the ultimate dog person badge—it’s for both the wearer (“I f*cking love my dog”) AND everyone who sees it (“look how awesome their dog is”). For true dog people, that permanence is the most we can do to let our dog freak flags fly.
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Entry credits
- Stacie Grissom, Director of Content & Communications, BARK
- Taylor Burt, Content & Communications Strategist, BARK
- Alexa Figueras, Director of Awareness Marketing, BARK
- Cindy Gustafson, CMO, BARK
- Lexi Allman, Content & Social Strategist, BARK
- Samantha Erb, Content & Product Strategist, BARK
- Lauren Diener, TikTok Social Associate, BARK
- Eliza Reinhardt, Social & Content Associate, BARK
- Izzy Snow, Social & Content Associate, BARK
- Scott Hubbard, Senior Social Media Manager, BARK
Entry video
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Award
Company
Havas Atlanta
Client
Sprite (The Coca-Cola Company)
Summary
If you’ve ever had a Sprite at McDonald’s, then you know it’s not the same Sprite you get anywhere else. Some call it lightning. Some call it TV static. However, thanks to the Black community on Twitter, pretty much everyone who’s anyone refers to it as “Spicy Sprite.”
Since 2017, Spicy Sprite has been a topic of discussion, memes, and hilarious reaction videos. And on April 1, 2022, the Sprite brand finally had the perfect way to get in on the action in a major way, even with zero production or media dollars to guarantee a response.
With a static image and a single tweet, we put Twitter in a Spicy Sprite frenzy. By simply slapping the McDonald’s Golden Arches on a Sprite can, people were clamoring over the possibility that Spicy Sprite in a can might actually become a real thing. While obviously a prank, we took the conversation to the next level with a spoof product innovation that needed no bells or whistles.
The comments section was flooded with responses like, “Black Twitter really spoke this into existence” and “Y’all did the right thing on the wrong day!” Our tweet got picked up by popular meme accounts such as Daquan and Worldstar, as well as press outlets including Highsnobiety and The Drum. And when all was said and done, we created the top-performing organic tweet ever for The Coca-Cola Company, with ~4 billion potential impressions and nearly 800 thousand Twitter engagements. Not bad for free content, right?
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Entry credits
- Richard Toranzo, Director Social Center, NAOU, The Coca-Cola Company
- Elizabeth Piper, Senior Manager, Social Media Strategy , The Coca-Cola Company
- Daniel Cobb, Creative Director, Havas Atlanta
- Kris Owens, VP, Analytics, Havas Atlanta
- Jess Silberstein, Account Director, Havas Atlanta
- Natalie Bohonsky, Project Manager, Havas Atlanta
- JJ Nicole, Strategy Director, Havas Atlanta
- Keona Jones, Strategist, Havas Atlanta
- Leanne Burgess, Jr. Strategist, Havas Atlanta
- Palmer Payne, Analyst, Havas Atlanta
- Brandon Brown, Associate Creative Director, Havas Atlanta
- Maya Campbell, Sr. Art Director, Havas Atlanta
- Forrest Newton, Art Director, Havas Atlanta
- Keiarra McLean, Copywriter, Havas Atlanta
Entry video
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Nominated
Company
VOLT Studio, Molson Coors In-House Agency
Client
Molson Coors
Summary
Over the past three seasons Coors Banquet has become the Unofficial “Official” beer of the Netflix show Cobra Kai. It’s the favorite beer of several characters appearing in multiple episodes each season, without paying for any product placement. For the launch of Cobra Kai season 4 while Cobra Kai was being hyped in the press, we hyped that Coors Banquet was a part of the cult show, without ever mentioning that we were and created a campaign to spot the Banquets in each episode - #SeektheBanquets.
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Entry credits
- na na, na, na
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Highly Commended
Company
GINGA
Client
Burger King
Summary
Fake news is one of the most damaging threats the world is facing right now and Brazil is, sadly,in the front row.
In the last presidential elections in Brazil fake news was shared at least of 3.8 million times. In 2022 the country is facing new elections, so it was urgent to take action.
So, on one side we had fake news: an alarming issue, threating every layer of democracy in the country. On the other side, Burger King: one of the few brave brands in Brazil to tackle political issues, toghether with the need to build awareness for it's 'real food' platform (with the WHOPPER® being free of colors, flavors, and preservatives from artificial sources). And lastly, there was April fool's.
The idea: on April Fool's 2022, trade a Fake News for a Real Whopper®.
The result: incredibile and record breaking (all time hight in proactive fake news reporting by the population in Brazil)... and on a tiny budget.
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Entry credits
- Marcos Brabo, CSO, GINGA
- Fernanda Fontes, CCO, GINGA
- Ana Floriano, Copywriter, GINGA
- Felipe Rinschede, Art Director, GINGA
- Isadora Zimmermann, Planner, GINGA
- Pedro Modé, Planner, GINGA
- Marcus Macarroni, Project Manager Lead, GINGA
- Pedro Del Priore, CEO, GINGA
- Paulo Martinez, COO, GINGA
- Laís Araújo, Head of Operations and Culture, GINGA
- Juliana Cury, Marketing and Innovation Director, Burger King do Brasil
- Ariel Grunkraut, CMTO, Burger King do Brasil
- Daniel Packness, Brand Manager, Burger King do Brasil
- Pedro Laguárdia, Comms Coordinator, Burger King do Brasil
- Marcella Gil, Sr Marketing Analyst, Burger King do Brasil
- Thalita Febá, Media, CMI and Martech Manager, Burger King do Brasil
- Bruno Favero, , Aos Fatos
Entry video
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6
Most Effective Use of Group or Community
Description
Entrants should demonstrate how they have effectively used a group or community in their social media campaign or strategy. E.g LinkedIn, Facebook
Nominated
Company
Ogilvy UK
Client
HOKA
Summary
No one is born a runner, but Hoka believes anyone can become one. Straddling our instagram community and our strava running community – HOKA looked to hero its new silhouette - The HOKA Bondi X – a shoe made for any type of runner – by challenging everyone - thats all racers, walkers, runners, joggers, jumpers and strollers (yes even you) to run a marathon in a month between the 1st and 31st of October 2021.
The challenge was designed so that everyday people could take part and get closer to feeling like running was for them – no matter how fit they were, how slow they were or how they felt about running.
We encouraged people to surprise themselves, push themselves and be themselves – with the added bonus that if they completed the 42.2km in the month of October – they could also win a pair of the new HOKA Bondi X and gain entry to the Rotterdam Marathon – so thier running journey would continue and they could fly like never before.
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Entry credits
- Chris Wall, ECD, Ogilvy UK
Entry video
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Highly Commended
Company
Qualcomm
Summary
As a brand incorporated into other manufacturers’ devices, it can be challenging to gain brand awareness and affinity with end-users. With big ambitions to change this, Qualcomm set out in 2021 to fundamentally alter how we engage end-users by building a global army of passionate Snapdragon product advocates across social media, YouTube, web, and email — together making up the Snapdragon Insiders community. We provided Snapdragon Insiders with the ‘extra’ they deserve by developing digital campaigns specific to their passion points. For instance, we engaged our community on Instagram and Twitter by collaborating with a GPS artist, fitness influencer and Snapdragon Insider to showcase our diverse set of Snapdragon powered wearable devices and inspire Insiders to create cool GPS art of their own. Whatever the 'extra’, we made sure to curate only the most unique, tailored experiences and offers to truly galvanize our community.
Throughout the first year of the program, we saw phenomenal results, leveraging Snapdragon social channels (Instagram, Twitter, WeChat etc.) to grow and engage with our community, including reaching our four-month membership goal of 300K members within the first month. This led us to increase our first-year members goal from 1 million to 3 million. We also saw tremendous interest from fans in other countries, which led to the launch of Snapdragon Insiders programs in the UK, Germany, Brazil, South Korea, India, and Spanish speaking Latin America by September 2021. In the end, we exceeded our 3M members KPI, reaching 4.4M by the end of January.
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Entry credits
- Greg Crockart, Snapdragon Insiders Program Lead, Qualcomm
- Jessica Jensen, Senior Director of Marketing, Qualcomm
- Heather Lennon, Senior Manager, Digital Marketing Strategy, Qualcomm
- Connie Fan, Digital Strategy, Staff, Qualcomm
- Justin Ried, Director of Digital Marketing, Qualcomm
- Angel Roy, Global Social Media Manager, Qualcomm
- AsaNanica GreenRiver, Sr. Coordinator of Social Community Management, Qualcomm
- John Earnest, Marketing Manager, Qualcomm
- Crystal Hopkins, Marketing Communications Coordinator, Qualcomm
- Paulina Milling, Senior Data Analyst, Qualcomm
- Jason Woodmansee, Staff Manager, Digital Marketing Platforms & Production, Qualcomm
- Caitlyn Rivas, Senior Manager, Digital Marketing Strategy, Qualcomm
- Jennifer Gaffney, Digital Marketing Manager, Qualcomm
- Carrie Knoblock, Staff Manager, Digital Marketing, Qualcomm
- Chris Benware, Marketing Manager, Executive Social and Digital, Qualcomm
Entry video
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Nominated
Company
Whalar
Client
DIRECTV
Summary
DIRECTV was relaunching their brand along with a refreshed name and vibe for their new streaming product: DIRECTV STREAM.
Goals: re-enter the cultural conversation, reach their target (younger) audience, and showcase the brand in a fresh and exciting way - making DIRECTV discoverable, relevant and improve their reputation with the next generation of entertainment consumers.
The entertainers of today are creators. Yet, while creators of color are consistently responsible for inspiring and creating the internet’s most viral content, often their contributions don’t receive proper credit or equal compensation.
DIRECTV wanted to change this inequity by highlighting the most exciting new talent and provide them with life-changing opportunities.
Our idea was to change this story by establishing unique creator houses.
@thecribaroundthecorner, the first Black creator house in LA, set the tone with an unfiltered and funny set of creators living and collaborating in a glamorous mansion set in the Hollywood hills. From comedy series to cross-channel sagas and house drama, they drove their own blistering output of content that fans couldn’t get enough of.
@familiafuego was next up, breaking mass-media stereotypes with hilarious spoofs on retail workplace culture, live-streaming from sports events, movie premieres and A-list parties. They took the house on tour, picked up sizzling press and celebrity fans as a result.
DIRECTV led by example, paid the creators equitably and helped them to pursue other partnerships and opportunities.
Wherever they went, we were along for the ride. Whatever cultural moment they reacted to, we were part of the conversation.
Entry image
Entry credits
- The Team, from, DIRECTV
- The Team, from, Whalar
Entry video
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Nominated
Company
VOLT Studio, Molson Coors In-House Agency
Client
Molson Coors
Summary
Over the past three seasons Coors Banquet has become the Unofficial “Official” beer of the Netflix show Cobra Kai. It’s the favorite beer of several characters appearing in multiple episodes each season, without paying for any product placement. For the launch of Cobra Kai season 4 while Cobra Kai was being hyped in the press, we hyped that Coors Banquet was a part of the cult show, without ever mentioning that we were and created a campaign to spot the Banquets in each episode - #SeektheBanquets.
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Entry credits
- na na, na, na
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Award
Company
U-Studio / OLIVER Agency
Client
Unilever - Klondike
Summary
What would you do if your brand wanted to target the most cynical and aloof generation ever? Well, that’s exactly what Klondike did last year. See, the brand’s core demographic is 40-55-year-olds who haven’t liked or followed anything in over a decade. Let alone, do anything for a Klondike. So, to reach the most anti-social generation ever, we spent a year turning our feed into an all-you-can-eat 80’s buffet, making Adweek’s top social brands list.
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Entry credits
- na na, na, na
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Nominated
Company
McCann Manchester
Client
Aldi UK
Summary
When it comes to doing big shops for Easter, too many Aldi shoppers are tempted to look elsewhere for promises of something extra special.
So while everyone else was hunting eggs and baking cakes, we celebrated the sugar-filled holiday in a hi-tech way by creating a live game that thousands of Aldi fans could play together, hosted via Facebook.
Our custom piñata’s were filled with everything from Pizza Ovens to Garlic Twists and interaction was simple, chose an emoji to whack the Piñata with and if it smashed, you won.
Using virtual studio technology, names were picked in real time and our audience were instantly turned from viewers to players, with everyone having their shot at a virtual swing.
All this resulted in a campaign that smashed expectations, with a 1.3 million reach, 29% engagement rate and over 170,000 comments in just 3 hours, making Aldi a very happy bunny.
Entry image
Win-ata Presentation Image .pdf
Entry credits
- Dan Noller, Digital Creative Director, McCann Manchester
- Jarred McKnight, Creative Director - Film, McCann Manchester
- Parisa Shadi, Creative Lead, McCann Manchester
- Hannah Tudor, Social Creative / Copywriter, McCann Manchester
- Joe Walmsley, Editor, McCann Manchester
- Asha Bhayani, Senior Digital Account Director, McCann Manchester
- Hollie Gormley, Senior Digital Account Manager, McCann Manchester
Entry video
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6
Best Social Media Diversity & Inclusivity Program/Initiative
Description
This category will recognize the best D&I programs in Social Media. We want to reward the work and those who demonstrate the strongest commitment to diversity and inclusion, both in the day to day, as well as through specific activities and initiatives.
Award
Company
Havas Atlanta
Client
Coca-Cola Trademark (The Coca-Cola Company)
Summary
Paying BIPOC creators what they deserve shouldn’t even be a question…right? After all, they’re often the trendsetters and tastemakers that create the next big things in pop culture, from memes to dance moves and addressing social issues.
But in late 2021, Coca-Cola discovered that TikTok creators of color were earning approximately 1/10th the compensation of their non-BIPOC counterparts. At a time when Coca-Cola had just updated its tagline and brand positioning to center around “Real Magic,” we knew we could take a meaningful step in bridging the pay equity gap for BIPOC creators.
So we launched #ShareTheMagic, a TikTok hashtag challenge campaign committed to uplifting creators of color while welcoming everyone to showcase their creativity. To kick it off, we partnered with Grammy-nominated musical artist Khalid, as well as creator of the viral Renegade TikTok dance challenge, Jalaiah Harmon, to create an original dance to Khalid’s newest single, “Open.” From there, we contracted 20 BIPOC creators across different creative disciplines to show how they share the magic on TikTok. Most importantly, we gave financial credit where it was due, paying each creator equitably for their contributions.
As Coca-Cola’s first TikTok campaign, we definitely left the platform better than we found it. #ShareTheMagic ultimately received over 11.9 Billion views (9 Billion over TikTok’s benchmark), with 1.7 Million original videos created by nearly 1 Million creators, growing Coca-Cola’s TikTok handle by 71%.
We brought Real Magic to a real issue, hopefully inspiring other brands to do the same.
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Entry credits
- Alex Ebanks, Senior Manager, Brand & Business Communications, The Coca-Cola Company
- Ali Cascino, Director, Content & Shopper, The Coca-Cola Company
- Richard Toranzo, Director, Social Center NAOU, The Coca-Cola Company
- Guillermo Gimenez Brotons, Global Sr. Director, E2E Experience Strategy, The Coca-Cola Company
- Briana de Veer, Director, Brand Strategy, The Coca-Cola Company
- Caron Watt, Director, End-to-End Connections and Media, The Coca-Cola Company
- Chelsey Wilkins, Sr. Manager, Entertainment Marketing (Music + Influencers) , The Coca-Cola Company
- Ciara Dixon, Senior Creative Manager & Multicultural Marketing Lead, The Coca-Cola Company
- Derrick Tarver, Connections Planning & Investment, The Coca-Cola Company
- Liana Cole, Senior Manager, Social Center, The Coca-Cola Company
- Mew-Lin Teh, E2E Connections & Media , The Coca-Cola Company
- Roberto Mastrocola, Sr. Director, Global Social Strategy, The Coca-Cola Company
- Robin Triplett, End to End Connections & Media, The Coca-Cola Company
- Jen Copeland, Managing Director, Havas Atlanta
- Drew Donatelle, Executive Creative Director, Havas Atlanta
- Daniel Cobb, Creative Director, Havas Atlanta
- Sarah Spicher, Associate Creative Director, Havas Atlanta
- John Fain, Sr. Content Creator, Havas Atlanta
- Alexandro Mandujano, Art Director, Havas Atlanta
- Nick Hulsey, Copywriter, Havas Atlanta
- Michelle Pigott, Senior Strategy Director, Havas Atlanta
- JJ Nicole, Strategy Director , Havas Atlanta
- Caitlin Basile, Strategist, Havas Atlanta
- Keona Jones, Strategist, Havas Atlanta
- Kris Owens, VP, Analytics, Havas Atlanta
- Leanne Burgess, Social Media Analyst, Havas Atlanta
- Nick Senter, Executive Producer, Havas Atlanta
- Anna Askew, Senior Producer, Havas Atlanta
- Dylan Harrington, Content Producer, Havas Atlanta
- Eric Anderson, Account Director, Havas Atlanta
- Lisa Shanahan, Senior Project Manger, Havas Atlanta
- Heather Mansfield, Senior Project Manager, Havas Atlanta
- Jon Cohen, co-Founder & co-CEO, Cornerstone Agency
- Robert English, SVO Talent Relations, Music Supervision, Cornerstone Agency
- Erin DeSimone, Sr. Account Director, Cornerstone Agency
- Colleen Clark, Vice President, Group Account Director, Merkle
- Chelsey Reene, Director, Social Strategy, Formerly Known As
- Bridget Bush, Vice President, Account Director, Formerly Known As
- Kristina Prickett, Senior Community Strategist, Formerly Known As
- Hannah Meadows, Community Strategist, Formerly Known As
- Savannah Reece, Community Strategist, Formerly Known As
- Tyler Pascascio, Community Strategist, Formerly Known As
- Kate McQuilken, Community Strategist, Formerly Known As
- Piper Ruhmkorff, Community Manager, Formerly Known As
- Victoria Masterson, Community Manager, Formerly Known As
- Kayla Alderson, Account Director, Formerly Known As
- Danielle Paccione, Partner, Integrated Investment, UMWW
- Jessica Spinella, VP, Paid Social, UMWW
- Stephanie Wu, Manager, Decision Sciences, UMWW
- Caroline Klaudt, Senior Manager, Integrated investment, UMWW
- Jason Eccleston, Director, Paid Social , UMWW
- Anushka Steephen, Manager, Paid Social , UMWW
- McKenna Foster, Manager, Paid Social , UMWW
- Amy Oelkers, Global Business Solutions/Vertical Director, CPG, TikTok
- Emily Meyer, Brand Partnerships, TikTok
- Jarek Carethers, Creative Strategy Director, New York, TikTok
- Jordan Pique, Team Lead - Food & Beverage, TikTok
- Dana Villalobos, Client Solutions Manager, TikTok
- Abby Nierman, Creative Strategist, TikTok
- Eric Peterson, SVP, Digital & Social Lead, Weber Shandwick
- Dana Metz, Senior Vice President, Weber Shandwick
- Ellen Wilson, Senior Vice President, Weber Shandwick
- Jim Sias, Public Relations and Integrated Marketing Senior Executive, Weber Shandwick
- Laura Good, Senior Digital Manager, Weber Shandwick
- Ingrid Montalvo, Senior Associate, Weber Shandwick
- Taylor Patchen, Senior Client Partner, Subvrsive
- Jackson Alexander, Director of Social AR, Subvrsive
- Claudia Aparacio, Associate Creative Director, Subvrsive
- Danielle Ford, Senior Producer, Subvrsive
- Khalid ., Talent, Talent
- Jalaiah Harmon, Talent, Talent
- Seth Epstein, Executive Creative Director, Los York
- Leticia Gurjao, EP, Live Actoin, Los York
- Melina Osornio, EP, Studio, Los York
- Alex Serrano, Head of Production, Los York
- Robert Cohen, Resource Manager, Los York
- Dane Del Deo, Director, Los York
- Russell Katzman, Line Producer, Los York
- Levi Turner, Director of Photography, Los York
- Tim Munoz, 1st Director of Photography, Los York
- Ben Chan, Sound, Los York
- Sam Crainich, Production Designer, Los York
- Mina Vuletic, Post Producer, Los York
- Healy Snow, Editor, Los York
- Chip Sneed, Asst. Editor, Los York
- Brandon Fretwel, Designer / Roto, Los York
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Nominated
Company
UKTV (Dave Channel)
Summary
In November 2021 UKTV made a commitment to make Dave the most accessible UK broadcast channel on YouTube.
While on linear television subtitles are a mandatory accessibility requirement governed by Ofcom, the same governance does not exist in the digital landscape. As a consequence most YouTube videos from major broadcasters do not feature captions and are inaccessible to the 12 million people in the UK who are deaf or hard of hearing.
We believe that everyone should be able to get their fix of Dave laughter in a way that works for them, and are proud to say that 100% of videos on the Dave channel now have full manual subtitles available.
We are the first and currently only television channel to achieve this inclusivity goal within the social media landscape, exceeding BBC3, Channel 4, and Sky. Industry press labelled this a ‘breakthrough for UK broadcasting’. This also makes Dave the first UK broadcast channel to achieve full subtitling across all longform platforms (linear, Video-On-Demand, YouTube).
Our audience have responded incredibly well to the initiative; 24.5% of viewers now use subtitles on our content, up from less than 5% who did so with YouTube’s automatically generated versions.
This isn’t a one-time campaign, it’s a permanent commitment to inclusivity and meeting the needs of a diverse audience every single day. While we are the first broadcaster to make this change happen, we don’t want to be the last, and encourage others in the industry to do the same.
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Entry credits
- Jasper Wilkins, Social Video Manager, UKTV
- Kirsty Minchington, Video Editor, UKTV
- Ben Saunders, Digital content coordinator, UKTV
- Sarah Sumeray, Community Manager, UKTV
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Nominated
Company
Brands2Life
Client
LinkedIn
Summary
LinkedIn Changemakers sought to go back to the roots of influencer marketing.
We partnered with those with genuine authority and credibility, irrespective of their social media following, to affect meaningful change in the world of work.
The campaign backed the underdogs, to elevate them, giving them a bigger, more powerful platform to share their stories, through a collective narrative: #ConversationsForChange.
We wanted to champion the inspirational to show that everyone can make a difference through the power of community, content and conversation on LinkedIn.
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Entry credits
- Kinda Jackson, Managing Director, Digital & Social, Brands2Life
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Nominated
Company
VaynerMedia EMEA
Client
Indeed
Summary
Indeed believes everyone should be empowered to take pride in themselves and their work. However, our research clearly indicates that for LGBTQIA+ communities, being proud at work is often overshadowed by being fearful.
50% are not out to their current supervisor. 38% have experienced harassment at work because of their sexual orientation or gender identity. 9% were fired or not hired because of their sexual orientation or gender identity in the past year.
Our campaign sought to connect, unite, and support LGBTQIA+ communities on this issue, but also raise awareness and support among those who aren’t LGBTQIA+. Because it is only with their understanding that truly supportive and safe workplaces can be created.
We worked with a selection of LGBTQIA+ influencers and asked them to share some of their personal experiences in the workplace. While shining a light on their challenges, we championed a positive attitude towards how things can improve, encouraging colleagues to be more supportive.
They asked their audiences to visit the Indeed website and learn more about the various resources available to help people prepare for an interview. All content was posted under the main campaign hashtags for the project: #TakePride #BetterWorkForAll.
As well as delivering some fantastic results - which we’ll outline below - the campaign also provided a wealth of insights to use going forward, including what style, formats and platforms our future creative should use, how we should scale and target future campaigns, and which CTA’s worked best.
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Entry credits
- Alexa Turnpenny, Creative Director, VaynerMedia
- Miriam Kamara, Edit Suite, VaynerMedia
- Sofia Mogliazzi, Senior Talent Director, VaynerMedia
- Jessica Heald, Project Director, VaynerMedia
- Phillip Mattei, Strategy Director, VaynerMedia
- Anoosh Djavaheri, Senor Strategist, VaynerMedia
- Johanne Adams , Post Creative Strategist, VaynerMedia
- Alexandra King, Senior Account Director, VaynerMedia
- Clare Walker, Account Manager, VaynerMedia
- Jake Taddei, Account Executive, VaynerMedia
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Highly Commended
Company
Zulu Alpha Kilo
Client
Black Business and Professional Association, Toronto Metropolitan University's Diversity Institute, Canadian Congress on inclusive diversity and workplace equity, Pride at Work Canada
Summary
The Micropedia is the first encyclopedia of microaggressions. This judgement-free tool provides easy-to-digest information so that people can unlearn their unconscious bias and make immediate changes in their daily interactions with others. User submitted entries span nine categories and break down the harmful impact of each microaggression. It includes real-world examples from news, media, and pop culture as well as tips and resources. By raising self-awareness of these everyday interactions, The Micropedia is helping to foster safer spaces and is creating lasting societal impact.
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Entry video
Entry credits
- Zak Mroueh, Chief Creative Officer, Zulu Alpha Kilo
- Stephanie Yung, Executive Creative Director, Zulu Alpha Kilo
- Christina Yu, Executive Creative Director, Zulu Alpha Kilo
- Stephanie Yung, Head of Design, Zulu Alpha Kilo
- Andrea Por, Art Director, Zulu Alpha Kilo
- Christina Roche, Writer, Zulu Alpha Kilo
- Jeff Watkins, Design Director, Zulu Alpha Kilo
- Zoe Kim, Designer, Zulu Alpha Kilo
- Damian Simev, UX/UI Designer, Zulu Alpha Kilo
- Rob Feightner, Account Team, Zulu Alpha Kilo
- Karla Ramirez, Account Team, Zulu Alpha Kilo
- Michael Brathwaite, Account Team, Zulu Alpha Kilo
- Spencer MacEachern, Planning Team, Zulu Alpha Kilo
- Adrian Ver, Planning Team, Zulu Alpha Kilo
- Patrick Henderson, Planning Team, Zulu Alpha Kilo
- Sean Bell, Planning Team, Zulu Alpha Kilo
- Rebecca Adams, Agency Producers, Zulu Alpha Kilo
- Kenneth Haz, Agency Producers, Zulu Alpha Kilo
- Ola Stodulska, Production Director, Zulu Alpha Kilo
- Nadine Spencer, Partner, Black Business and Professional Association
- Alex Ihama, Partner, Canadian Congress on inclusive diversity and workplace equity
- Wendy Cukier, Partner, Toronto Metropolitan Universitys Diversity Institute
- Colin Druhan, Partner, Pride at Work Canada
- James Graham, Studio Director, Zulubot
- Jake Edwards, Developers (web), Zulubot
- Kyle Collins, Developers (web), Zulubot
- Ariana Emond, Developers (web), Zulubot
- Pavel Petriycki, Production Artist, Zulubot
- Mila Lukezich, Production Artist, Zulubot
- Cecilia Bernasch, Production Artist, Zulubot
- Barbara Shearer, Director, Zulubot
- Lauren Schell, Production House Producer, Zulubot
- Mitch Cappe, Production House Producer, Zulubot
- Adam Palmer, Production House Producer, Zulubot
- Jackie Pal, Production House Producer, Zulubot
- Tom Evans, Executive Producer, Zulubot
- Greg Bennet, Cinematographer/DOP, Zulubot
- Prassan Patel, Key Grip, Zulubot
- Jessie Posthumus, Editor, Zulubot
- Felipe Chaparro, Editor, Zulubot
- Jay Baker, Editor, Zulubot
- Ashlee Mitchell, Animation, Zulubot
- Sarah Dayus, Post Producer, Zulubot
- Mariya Guzova, Post Producer, Zulubot
- Felipe Chaparro, Online/Colourist, Zulubot
- Mike Sevigny, Motion Graphics, Zulubot
- Maggie Blouin Pearl, Executive Producer, Pirate Toronto
- Ian Boddy, Engineer, Pirate Toronto
- Nabil Elsaadi , Illustrator, Zulubot
- Noah Mroueh, Audio Social, Zulubot
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Nominated
Company
Ogilvy UK
Client
ŠKODA UK
Summary
For years, ŠKODA has been campaigning for gender equality in cycling, focusing on finding and inspiring the next generation of female superstars. From joining forces with female cycling team Donnons des Elles au Vélo in 2018, to partnering with amateur female cycling team Internationelles in 2019, championing female cycling is deeply rooted in ŠKODA’s DNA, who started as a bicycle manufacturer in 1895. Against the challenge of lingering negative perceptions, ŠKODA’s long term commitment to cycling is essential in increasing brand relevance and preference with its target audience, women 25-45. No initiative has been greater than forming the ground-breaking ŠKODA DSI Cycling Academy, providing a pathway for budding female riders into elite cycling. The last 12 months have been incredible for women’s cycling who, after 123years of the Tour de France, finally had its watershed moment: The Tour de France Femme. With female cycling at its peak, we created a multi-channel campaign to find the next cyclists to enroll to the academy, with the backing of Britain’s Greatest Paralympian Dame Sarah Storey. We created assets across the year designed to inspire budding female cyclists, such as Q&As, how-tos, influencer partnerships, ride-outs and, recruitment drives. We also created live assets for events sponsored by ŠKODA. This campaign gleaned over 10.7Mimpressions, with 100+pieces of bespoke content published. Twitter outperformed CPM benchmark by 54%, and crucially, ŠKODA proved they make a REAL difference in the sport with four ŠKODA DSI Cycling Academy graduates joining professional cycling teams, increasing elite team placements by 400%.
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Entry credits
- Josh Kelsall, Senior Creative , Ogilvy UK
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6
Largest ROI From a Social Media Campaign or Strategy
Description
This category will award those who demonstrate how they have created the largest ROI from a social media campaign or strategy. Please include figures as evidence of your performance.
Nominated
Company
Scoppechio
Client
GE Appliances
Summary
For brands to succeed on TikTok, it is important to remember the nature of the platform and what truly resonates - remarkable, relevant and human content... and within the ever-growing influencer category, we believe it is imperative to treat content creators as people, not vendors. We were tasked with launching GE Appliances on TikTok, and jumped quickly on an organic opportunity to work with a viral content creator. But even though we moved quickly, circumstances out of our control threatened our partnership. We approached the situation not as marketers, but with thought and compassion, and made a brand advocate for life, which we count as the biggest ROI of all.
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Entry credits
- Laura Arnold, Associate Director, Strategy, Scoppechio
- Marina Fraire, Social Community Manager, Scoppechio
- Pete Maniscalco, Creative Director, Scoppechio
- Andrew Norris, Senior Copywriter, Scoppechio
- Michael Fimiani, Director, Strategy, Scoppechio
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Nominated
Company
Hey Honey
Client
Crocs Europe
Summary
Crocs Europe tasked Hey Honey with increasing their community size by 50% with a 1 month deadline. In order to do so, Hey Honey tapped into a broader range of influencer and tastemaker accounts in order to increase reach in new follower bases.
Hey Honey leveraged content with key players in the celebrity (Faye Winter of Love Island), influencer, and meme (Archbischop of Banterbury) space to grow the account by 30,000 followers in 3 weeks, exceeding the goal mapped out.
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Entry credits
- Céline Boubekri, Client Services Director, Hey Honey
- Taylor Barringer, Content Director, Hey Honey
- Liam Hesketh, Account Manager, Hey Honey
- Morgan Beattie, Producer, Hey Honey
- Marlis May, Social Media Manager, Hey Honey
- Elena Garcia, Project Manager, Hey Honey
- Yann Le Bozec, Vice President Marketing EMEA-LATAM & Global Lead Distributor Marketing , Crocs Europe
- Giorgia Fossati, Brand Marketing Digital Specialist EMEA, Crocs Europe
- Antonela Grippo, Manager Brand Digital Marketing LAT EMEA, Crocs Europe
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Nominated
Company
dentsu
Client
Apache Pizza
Summary
Apache Pizza is a well-established, popular, chain of fast-food pizza delivery restaurants based in Ireland. Having launched in 1996, today there are over 180 stores nationwide. Apache is committed to becoming the biggest and the best pizza retail and delivery restaurant in Ireland, and so in early 2022, we focused on expanding our reach and ultimately customer base through paid social.
Competition is high in Ireland with many competitors running high-impact social campaigns. There is also a progressive shift in consumer behaviour from ‘deep fried’ to ‘balanced nutritional offerings’, but who doesn’t love pizza?
First, we needed to identify the audience, and second, we needed to stand out.
To start, we focused on upper funnel activity to generate audience pools of prospective customers across all various social platforms.
Then we needed to do something bold, fun and ensure our delivery was on point, enter Snapchat.
Historically, performance indicated that our ads were most appealing to a younger demographic and Snapchats cost per purchase was so much lower in comparison to other platforms. As a result, we decided to invest a significant portion of our dough into Snapchat.
The campaign ran for five weeks and exceeded all expectations as well as industry benchmarks as it delivered a return on ad spend of 86:1.
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Entry credits
- Clare Carroll, Paid Social Account Manager, dentsu
- Conor Casey, Account Executive, dentsu
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Award
Company
Spark Foundry
Client
Rail Delivery Group
Summary
Following 18 months of Covid lockdowns and fear, we were tasked with getting people back onto the trains in 2021. To accomplish this, we developed a socially led plan that placed human connection at the centre of the UK’s fast-growing social platform – TikTok. Despite an unprecedented global crisis that changed people's attitudes to travel, our insight-led and heart-warming content from TikTok creators helped us achieve record-breaking results.
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Entry credits
- Marcos Angelides, Chief Strategy Officer, Spark Foundry
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Nominated
Company
Universum
Client
Unilever MENA
Summary
Universum has been working together with Unilever MENA, DACH, and globally for several years. As part of Unilever’s yearly Activation activity for The Quest by Unilever, a student competition as part of the Unilever Future Leaders Programme, Universum created a multi-phased campaign strategy that would use Unilever testimonials who have successfully participated in The Quest in the years prior in addition to countdown posts to The Quest application openings in 13 countries in the Middle East and North Africa.
For the recruitment marketing campaign “Unilever Calling”, Universum created a visual execution strategy, testimonial briefings, design and copywriting work, and ultimately executed the campaign on Facebook, Instagram, the Audience Network, and Snapchat operationally, using proprietary data targeting in three phases that told a distinct narrative and provided the potential candidates with reasons to “Unmute Your Potential”, “Share Your Vision”, and “Join The Quest”.
In five weeks, The Quest by Unilever 2022 campaign resulted 11,757 applications.
On Facebook and Instagram, the campaign gathered 182,555 link clicks, reached over 1 million students, the ads were shown 3.2 million times, while exceeding the 2021 global Jobs & Education CTR benchmark by a factor of 10. On Snapchat, the campaign was shown 1.14 million times and resulted in 22,462 Swipe-Ups.
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Entry credits
- Kerstin Tschernigg, Project Lead, Strategy, Copy, and Campaign Execution, Universum
- Maria Vesanen, Strategy, Universum
- Mike van Heerden, Design, Universum
- Chris Reid, Copywriter, Universum
- Valeriia Madudina, Campaign Execution, Universum
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Highly Commended
Company
OLIVER Agency
Client
WestJet
Summary
When WestJet launched in 1996, it had one goal: to make air travel more affordable. Today, the cost of flying is once again skyrocketing, but this time to a new destination: Space. So, we announced WestJet-X: a space program that offered flights for half the cost. While our space program may have been fake, we reminded everyone that WestJet stays true to making travel more affordable—no matter the destination.
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Entry credits
- na na, na, na
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5
Best Viral Campaign
Description
Award
Company
Coolr
Client
Burger King
Summary
On Friday, August 12th, Newcastle United goalkeeper Nick Pope was on everyone’s lips across social media, but not for his on-field performance.
What started as a simple poll, posted by the Coolr Burger King UK social team asking fans if tomato or gherkin was better, triggered a Twitter meltdown and sparked a viral moment. Fuelled by Newcastle fan account @ToonPolls, our tweet unleashed a Twitter storm which we were able to blow up even bigger and play to our advantage.
In a matter of just six and a half hours, Nick Pope became an internet sensation, Burger King UK was the number one trend on Twitter, mentions and positive sentiment of BKUK went through the roof, while hundreds of brands got in on the action, and the story spilled over into the national press.
It was all in a day’s work for Coolr! While we’re used to getting our clients trending on Twitter, this campaign was extra satisfying because we were able to spread the Twitter love, getting many of our other clients - including Deliveroo, Dreams and Walkers - on board for their own Twitter moment.
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Entry credits
- James Parker, Head of Editorial, Coolr
- Alex Ayre, Account Manager, Coolr
- Grace Moran, Senior Account Manager, Coolr
- Morgan Bahia, Social Executive, Coolr
- Lewis Holman, Junior Social Executive, Coolr
- Suzi Hoy, Senior Brand Manager, Burger King
- Soco Nunez, Brand & Communications Director, Burger King
- Sophie Holmes, Marketing Assistant, Burger King
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Nominated
Company
1DS Collective
Client
Liver King
Summary
Having transformed many lives through his own glandular supplements brand, Liver King approached 1DS with a desire to take his message and mission to the world. We would launch Liver King as a personal brand across key social media channels: Instagram, TikTok, Facebook, YouTube and Snapchat. To cut through the noise, compelling and highly motivational content was central to his launch strategy - as was tactfully aligning Liver King with the right external channels for elevated promotion. Liver King needed to be everywhere, in order to become a staple of users' media consumption; in order to create mega fans who would adopt and propel the message alongside him. 1DS created a bespoke brand guide for Liver King; amassed intense anticipation with an emotional-driven "Why" video, which was soon followed by creative tenet-driven content, as well as community-building challenges/trends. We guided Liver King through the artful balance of gaining early (and immense) virality and exposure, whilst honoring the importance of brand building, and always circling back to the key message. After a matter of weeks, Liver King had become the most talked-about, completely unanticipated online personality to make their mark on the 2021 social media landscape.
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Entry credits
- John Hyland, CEO, 1DS Collective
- Sam Parham, COO, 1DS Collective
Entry video
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Nominated
Company
McCann Manchester
Client
Aldi UK
Summary
First, we copied the famous advertising campaigns of big fashion brands, such as Nike and Calvin Klein to market our own clothing line. Not only did we copy their marketing, we copied their media plan. Launching our own billboards in London’s Leicester Square, where they often run their advertising, as well as on Instagram, Tik Tok and Facebook.
Then, we copied high fashion with an editorial style photoshoot, with stylish imagery of models posing next to groceries in our fashionable clothes. And to top it off, we held a glamorous fashion show on a supermarket aisle and streamed it on Facebook Live for the whole world to see.
We even copied influencer partnerships. We tried to partner with TV superstar Molly Mae, but she already had another brand deal. So we partnered with her boyfriend Tommy Fury instead. Promoting us to his millions of followers on Instagram.
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Entry credits
- Dave Price, Chief Creative Officer, McCann Manchester
- Dan Noller , Digital Creative Director, McCann Manchester
- Mike McGuinness , Social Designer & Art Director, McCann Manchester
- Hannah Tudor, Social Creative/Copywriter, McCann Manchester
- Max Stockton, Social Content Creator, McCann Manchester
- Calum Macdonald-Ball, Head of Live, McCann Manchester
- Sophie Mullins, Social Media Account Director, McCann Manchester
- Jarred McKnight, Creative Director - Film, McCann Manchester / CRAFT
- Joe Walmsley, Editor, McCann Manchester / CRAFT
- Jude Summerton, Producer, McCann Manchester / CRAFT
- Zoe Gent, Producer , McCann Manchester / CRAFT
- Stephen Delahunty, Producer, McCann Manchester / CRAFT
- Ben Kelly, Photographer, McCann Manchester / CRAFT
- Chris Kirkham, Photographer, McCann Manchester / CRAFT
- Abbie Tomlinson, Junior Photographer, McCann Manchester / CRAFT
- Charlie Watts, Director,
- Rob Hunt, 1st AD,
- James Killen, DOP,
- Zoe Tilston, Stylist,
- Adam Murphy, Gaffer,
- Craig Hutton, Spark,
- Ryan Edy, Photographer,
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Nominated
Company
El Pollo Loco
Summary
In March 2022, El Pollo Loco became the first quick service restaurant to add birria to its menu for a limited time. Mexican Shredded Beef Birria was introduced in three different entrée offerings accompanied by a consommé dipping sauce: Shredded Beef Birria Stuffed Quesadilla, Shredded Beef Birria Burrito and Shredded Beef Birria Crunchy Tacos.
To support the launch of this menu innovation, El Pollo loco knew we needed to have a highly visual approach to bring the delicious experience of birria to life and tap into the existing popularity of the dish among foodies on social media. The brand partnered with TikTok creators for a “Dip N Drip” campaign to highlight the process of enjoying Mexican Shredded Beef Birria. This campaign garnered ~24 million impressions and massive amounts of user-generated content for the brand. Additionally, “El Pollo Loco Birria” was trending on TikTok’s “For You Page” and was covered by publications like AdAge, Thrillist, Mashed, and more.
El Pollo Loco’s TikTok strategy sparked a viral “birria craze” that led to unprecedented sales company-wide as people learned about it and sought it out. Mexican Shredded Beef Birria cemented itself as the most successful LTO launch in El Pollo Loco’s 40-year company history.
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Entry credits
- Andy Rebhun, Chief Marketing Officer, El Pollo Loco
- Patrick Benson, Director of Social, Digital, & PR, El Pollo Loco
Entry video
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Nominated
Company
VOLT Studio, Molson Coors In-House Agency
Client
Molson Coors
Summary
Over the past three seasons Coors Banquet has become the Unofficial “Official” beer of the Netflix show Cobra Kai. It’s the favorite beer of several characters appearing in multiple episodes each season, without paying for any product placement. For the launch of Cobra Kai season 4 while Cobra Kai was being hyped in the press, we hyped that Coors Banquet was a part of the cult show, without ever mentioning that we were and created a campaign to spot the Banquets in each episode - #SeektheBanquets.
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Entry credits
- na na, na, na
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6
Best Social Stunt
Description
Nominated
Company
Havas Media
Client
BBC
Summary
Working with the Snap team and using Snap mirror technology, we built a Snap Camera version of the lens that was brought to life on a 6-foot screen and could be interacted with 75,000 festival goers. BBC Creative, expert model makers and special effects technicians Asylum, all worked together in creating an interactive grave - complete with a headstone designed to look just like a smartphone – the ultimate drop-dead good stunt. This was the first time the BBC and Snap had worked together using the Snap mirror technology to power a Snap Camera version of a lens.
This was a perfect fit and first-class innovation for BBC Three’s new series – Red Rose. A series that would explore what sometimes can be an intoxicating relationship between teenagers and their online lives. It was imperative that we got the concept across in a way that would engage with our target audience, whilst interrupting and shocking them – mimicking the show’s theme.
Pre-festival, we flooded social with full-screen takeovers, making sure Red Rose had multiple touch points with our key audience. We then were able to take them from the small screen to the big screen as passers-by interacted with a full-body version and were intertwined by vines, whilst turning red and dark.
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Entry credits
- Emily Wilson, Media Portfolio Lead, BBC
- Nick Donnellan, Senior Account Executive, SNAP
- Kirsty Martin, Executive, SNAP
- Eillie Wornell, Creative Producer, SNAP
- Sebastian Redanz, Head of Programmatic & Paid Social, Havas Media
- Elliot Carr, Electronic Engineer, ASYLUM
Entry video
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Nominated
Company
Qumin
Client
Marriott International
Summary
Tasked with launching a new youth brand hotel in Shanghai, we set out to achieve a world first, ”The Blank Canvas Hotel”.
For the first time in history, China’s youth feel emboldened to shake off the shackles of social pressure to “settle”, which created the derisory notion that Chinese Gen-Z are the “Tang Pin” (Lying-flat) generation.
With MOXY’s and its brand values, we wanted to tear down this notion, to show China and beyond, that Chinese Gen-Z are expressive, creative and shaping culture not just consuming it. We positioned MOXY as “the home for the brave”.
We found 9 aspiring creatives and sent them custom-made concrete “mystery boxes” with a brief and tools to inspire… enlisting them to produce unique art pieces as permanent fixtures for the hotel – sculptures, graffiti, DJ sets, installations and more.
We told their story through a series of 18 videos tailored for Douyin (Chinese TikTok), and ran a #challenge, inviting others to create M.O.X.Y. from everyday objects, creating #MakeMoxyYours.
The campaign culminated in a landmark launch party art exhibition, celebrating Chinese youth culture, attracting KOLs (Key Opinion Leaders) on popular social platforms, alongside Shanghai tastemakers, including skateboarders, singers, foodies, artists, actors, models, and media.
This generated mass awareness with over 500M video views, 7M Likes, 7K UGC videos, 443K homepage visits, 143k location tag views, 407 PR placements, and a 90% occupancy rate in the weeks following.
Earned media coverage was valued at more than $5m USD, from a launch budget of $150k.
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Entry credits
- Arnold Ma, CEO, Qumin
- Tom Nixon, Client Service Director, Qumin
- Sam Philips, Global Account Director, Qumin
- Evie Feng, Associate Account Manager, Qumin
- Saxon Hui, Associate Account Manager, Qumin
- Qing Dong, Operations Manager, Qumin
- Warren Eastland, Operations manager, Qumin
- Chris leung, Director Brand Management, Marriott International
- Austin Tenny, Senior Manager, F&B Digital Marketing, Marriott International
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Award
Company
McCann Manchester
Client
Aldi UK
Summary
Every bank holiday is the same. Offers, promotions and named-brand noise. Everywhere. And with our customers often trading up for the occasion, we knew it would be hard to be heard in the conversation.
So, while everyone was talking about the big brands, we got the big brands to talk about us.
Turning on our Out Of Office and going off to have fun, with one simple tweet we invited brands across the UK to cover our shift – and they all jumped at the chance, with over 40 household brands getting involved.
From social giants like KFC, innocent and Specsavers to British institutions like Polo, Dominos and Heinz. And even some competitors too. We sat back, relaxed, and let them do our job for us, racking up over 140k engagements and 5.1 million impressions without lifting a finger or spending a single penny.
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Entry credits
- Dan Noller, Digital Creative Director, McCann Manchester
- Mike McGuinness, Social Designer & Art Director, McCann Manchester
- Hannah Tudor, Social Creative/Copywriter, McCann Manchester
- Calum Macdonald-Ball, Head of Live, McCann Manchester
- Sophie Mullins, Social Media Account Director, McCann Manchester
- Annabel Gouveia, Social Media Account Manager, McCann Manchester
- Amy Beet, Social Media Account Manager, McCann Manchester
- Maddy Brice, Social Media Account Executive, McCann Manchester
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Nominated
Company
Movement Strategy
Client
SHOWTIME Networks
Summary
After 504 day hiatus – Billions Season 5 was returning. A new team was challenged to conceive and execute a premiere day trending promotion. A stunt was conceived, then reimagined when the platform rejected the initial idea. A single Twitter post on premiere morning invited users to hit up Dollar Bill Billions for money on Venmo. Avarice took over. Fans started buzzing. After manually accepting 1300 new Venmo requests, Billions trended on Twitter with +1M total impressions within 12 hours.
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Entry credits
- Lisa Norris, Creative Director, Movement Strategy
- Connor Palomino, Associate Creative Director, Movement Strategy
- Chloe Israel, Copywriter, Movement Strategy
- Sophie Li, Junior Art Director, Movement Strategy
- Kemy Acacia, Account Director, Movement Strategy
- Lindsay Doscher, Associate Director Project Management, Movement Strategy
- Nick Mangiapane, Associate Director Digital Content, Movement Strategy
- Jake Moody, Community Manager, Movement Strategy
- Dani Calogera, VP, Brand & Digital Marketing, SHOWTIME
- Marie Goldstein, Director, Brand & Digital Marketing, SHOWTIME
- Kelsey Bailey, Sr Manager, Digital Marketing, SHOWTIME
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Nominated
Company
Rethink
Client
Penguin Random House
Summary
With elected officials across the US engaging in censorship, book banning, and even threatening to burn books, we asked one simple question: What if they couldn’t?
The result was the Unburnable Book. A one-of-a-kind edition of The Handmaid’s Tale specially designed to be impossible to burn. More than just a unique limited edition, the book served as a concrete metaphor for the entire world, to demonstrate that no matter how many books you ban or destroy, you can never extinguish powerful ideas.
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Entry credits
- Aaron Starkman, Chief Creative Officer, Rethink
- Mike Dubrick, Executive Creative Director, Rethink
- Sean McDonald, Chief Strategy Officer, Rethink
- Robbie Percy, Creative Director, Rethink
- Caroline Friesen, Creative Director, Rethink
- Robbie Percy, Writer, Rethink
- Caroline Friesen, Art Director, Rethink
- Steph Walker-Wells, Director of Broadcast Production, Rethink
- Alex Butt, Broadcast Producer, Rethink
- AJ Merrick, Director Of Print Production, Rethink
- Agnes Gilchrist, Print Producer, Rethink
- Brad Kumar, Studio Director, Rethink
- Todd Bennett, Studio Artist, Rethink
- Todd Harrison, Director of Digital Content, Rethink
- Kyle Hicks, Digital Producer, Rethink
- Dustin Gamble, Digital Designer, Rethink
- Steve Lam, Developer, Rethink
- Brooks Reynolds, Director, Aysmetric
- Christopher Chang, Editor, Saints Editorial
- Kiel Milligan, Director Of Photography, Asymetric
- Iseault McNamara, Line Producer, Asymetric
- Alexa Salsberg, On Line, Darling VFX
- Russell Hanson, On Line Assistant, Darling VFX
- Kassi Bellamy, Grading , Darling VFX
- Hannah Graham, Audio Producer, OSO
- Harry Knazan, Audio House Creative Director, OSO
- Daenen Bramberger, Audio House Creative Director, OSO
- Marie Lunny, Director of Client Services, Rethink
- Lianne George, Editorial Lead, Rethink
- Evan Landry, Executive Producer, Asymetric
- Nick Burry, Executive Producer, Asymetric
- Mackenzie Goodwin, Executive Producer, Saints Editorial
- Emily McKay, Executive Producer, Saints Editorial
- Morgan Campbell, Producer, Darling VFX
- Gustavo Franco , Pyrotechnics, -
- Joe Scout, Printing & Props, Club Ink
- Doug Laxdal, Printing & Fabrication, The Gas Company Inc.
- Jeremy Martin, Printing & Fabrication, The Gas Company Inc.
- Jared Bland, Publisher, McClelland & Stewart at Penguin Random House Canada
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Nominated
Company
VOLT Studio, Molson Coors In-House Agency
Client
Molson Coors
Summary
Over the past three seasons Coors Banquet has become the Unofficial “Official” beer of the Netflix show Cobra Kai. It’s the favorite beer of several characters appearing in multiple episodes each season, without paying for any product placement. For the launch of Cobra Kai season 4 while Cobra Kai was being hyped in the press, we hyped that Coors Banquet was a part of the cult show, without ever mentioning that we were and created a campaign to spot the Banquets in each episode - #SeektheBanquets.
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Entry credits
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3
Most Effective Use of Insight/Monitoring
Description
Highly Commended
Company
Part and Sum
Client
The Nature Conservancy
Summary
The Nature Conservancy (TNC) is a global nonprofit organization with the mission to conserve the lands and waters on which all life depends.
TNC was looking to capture the attention of a new audience outside of their mature demographic donors: young people in the BIPOC community who care about the environment, but didn’t know how to help.
Part and Sum partnered with TNC to identify the best target and saw strong engagement from a net new audience for the organization. Part and Sum used third party tools to uncover insights and how best to reach their core audience. For maximum efficiency, we focused efforts and implemented a data driven approach to identify key markets where we could have the biggest impact.
Frequency increased throughout the campaign signaling deep market penetration, while CTRs stayed higher than brand average signaling user engagement throughout the campaign.
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Entry credits
- Justin Brock, justin@partandsum.com, Evan
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Nominated
Company
Havas Atlanta
Client
Sprite (The Coca-Cola Company)
Summary
If you’ve ever had a Sprite at McDonald’s, then you know it’s not the same Sprite you get anywhere else. Some call it lightning. Some call it TV static. However, thanks to the Black community on Twitter, pretty much everyone who’s anyone refers to it as “Spicy Sprite.”
Since 2017, Spicy Sprite has been a topic of discussion, memes, and hilarious reaction videos. And on April 1, 2022, the Sprite brand finally had the perfect way to get in on the action in a major way, even with zero production or media dollars to guarantee a response.
With a static image and a single tweet, we put Twitter in a Spicy Sprite frenzy. By simply slapping the McDonald’s Golden Arches on a Sprite can, people were clamoring over the possibility that Spicy Sprite in a can might actually become a real thing. While obviously a prank, we took the conversation to the next level with a spoof product innovation that needed no bells or whistles.
The comments section was flooded with responses like, “Black Twitter really spoke this into existence” and “Y’all did the right thing on the wrong day!” Our tweet got picked up by popular meme accounts such as Daquan and Worldstar, as well as press outlets including Highsnobiety and The Drum. And when all was said and done, we created the top-performing organic tweet ever for The Coca-Cola Company, with ~4 billion potential impressions and nearly 800 thousand Twitter engagements. Not bad for free content, right?
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Entry credits
- Richard Toranzo, Director Social Center, NAOU, The Coca-Cola Company
- Elizabeth Piper, Senior Manager, Social Media Strategy , The Coca-Cola Company
- Daniel Cobb, Creative Director, Havas Atlanta
- Kris Owens, VP, Analytics, VP, Analytics
- Jess Silbertein, Account Director, Havas Atlanta
- Natalie Bohonsky, Project Manager, Havas Atlanta
- JJ Nicole, Strategy Director, Havas Atlanta
- Keona Jones, Strategist, Havas Atlanta
- Leanne Burgess, Jr. Strategist, Havas Atlanta
- Palmer Payne, Analyst, Havas Atlanta
- Brandon Brown, Associate Creative Director, Havas Atlanta
- Maya Campbell, Sr. Art Director, Havas Atlanta