Disclaimer
It should be assumed The Chip Shop Award entries do not reflect the views, policies, or strategies of any organization living or dead. In fact, it has mostly been created without the knowledge of those the work purports to either promote or parody.
1
Grand Prix
The best in show.
Chip
Company
Gusto
Client
Heinz
Summary
It's a food-move as polarising as marmite and as controversial as pineapple on pizza.... ketchup.... on your Christmas dinner?! Heinz Ketchup is one of the most popular condiments, year-round. Well, nearly. It’s common knowledge that sales of the red stuff usually takes a bit of a backseat when the gravy boat comes out to play on Christmas Day. Except for the brave few… To keep it flying off the shelf this festive season, our Heinz Ketchup spec ad utilises the authority of the antihero, gives power to the audacious…. and upsets your nan. Perfect 364 days a year? We'll see about that. #bethesauceofcontroversy ----- To show off our spec ad, we sent out some mini-ketchups direct to Heinz HQ, fit with a QR code linking through to the video. Heinz were impressed! They loved our approach and were impressed with the on point branding and tone of voice (especially since they didn't brief anything).
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Entry video
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1
Chair Award
As chosen by the Chair of our panel: Pancho González, co-founder and chief creative officer of Inbrax.
Chip
Company
Miami Ad School Berlin by Elva del Rosario Pacheco Llanos
Client
Fiction Brand/Product for a dream future
Summary
Natural Test is a fictitious product whose development and creation began with the problem of tests to detect the human papillomavirus (HPV), which causes uterus cancer. The visit to the gynecologist is not pleasant. Our menstrual period contains information about our body and our cells. Why not take advantage of the bleeding of the period to get an HPV test? Natural Test allows to identify the HPV through the use of sanitary pads during menstruation.
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7
Chip Shop x OMB Challenge
Create posters to advertise #ChipCondiments in partnership with @TheDrum's Chip Shop Awards
Cheese? Curry Sauce? Brown Sauce? Mayo? Ketchup? Gravy? Mushy Peas? Salad Cream?
Or something else? I hear some people dip their chips in a chocolate milkshake!
The world is your oyster… mmm Oysters and Chips.
What do you have with your chips? How would you advertise it?
7
Best retail
For your most creative ideas for the retail sector
Nominated
Company
Ogilvy Health
Brand
Sainsbury's
Summary
Sainsbury’s reinvent their ‘bag for life’ for Testicular Cancer Awareness Month, with all bag purchases donated to the cause.
Take care of your bag.
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Entry credits
Idea by Chelsey Toms, Design by Phai Dip and Steve Crow
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Chip
Company
Pace Communications
Brand
Wonderbra
Summary
To mark Breast Cancer Awareness month in October, the team selected brands that are synonymous with women including the famous Wonderbra ‘Hello Boys’ campaign given a feminine twist. The ad also acts as a reminder to women to check their breasts for any signs of cancer.
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Entry credits
Jon Butterworth, Alex Fuller, Dan Kemp
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Nominated
Company
Ideas and That
Brand
Small & Independent Retailers
Summary
Covid hit small and independent businesses hard! So we wanted to find a creative way to support them, at a time when they needed it most.
With a certain well known brand's 'Book of Dreams' no longer in production, we decided that Christmas wasn’t Christmas without it. We decided to bring it back, but with a twist. We created… 'The Small One'; full to the brim with wares from small and independent businesses. It was a chance for shoppers to flick, circle and buy, buy, buy… knowing that every time they did, it would fill a small business owner with Christmas cheer. A welcome alternative to today's mass produced shopping culture and a welcome relief, in helping to bring business back to those who needed it most.
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Entry credits
Amy Upfield - Co-founder/Creative Director
William Upfield - Co-founder/Director
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Nominated
Company
Blab
Brand
Durex
Summary
Jeff Bezos’ rocket caught the public's attention for the wrong reason, it’s phallic shape. Why not continue the fun by partnering with Durex?
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Entry credits
The creative team at Blab
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Nominated
Company
Media Bounty
Brand
Samsonite
Summary
It's a whole cabinet's worth of wine, on wheels. What's not to love?
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Entry credits
Creative Director: Francois Boshoff
Senior Copywriter: Tommy Lee
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Nominated
Company
Tangerine
Brand
DFS
Summary
Star Quality. Effortlessly reprising its best supporting role where it has stood the test of time for 20 years – as any good settee should. Between Friends and DFS, it’s hard to tell who’s put more bums on seats.
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Entry credits
Tangerine Communications
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Nominated
Brand
BIC
Summary
BIC has been a tool of choice for storytellers for decades. This idea was to help continue telling their story and inspire other communities
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Entry credits
Conal Macreadie
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6
Ad most likely to cause a riot
For your creative ideas that could start a riot
Nominated
Brand
Trojan
Summary
Trojan trolls brands pulling out of Russia.
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Entry credits
Josh Perriam
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Nominated
Company
Merkle
Brand
Brewdog
Summary
Whether it’s reducing their emissions by becoming the first carbon negative brewery, producing their own hand sanitiser to battle shortages in the NHS, or creating Molotov’s to help Ukranian civilians defend their homes, Brewdog are always on the frontline and ready to do their bit.
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Entry credits
Louise Dunne, Lucy Prior, Guy Howland
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Nominated
Summary
A No-Fly Zone over Ukraine would likely cause an extreme confrontation. But with Raid, you can get rid of unwanted pests in the sky.
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Entry credits
Aaron McCarthy
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Nominated
Company
Electric House Creative
Brand
Amnesty International
Summary
This creative was inspired by the work of Amnesty International, who have campaigned tirelessly to raise awareness of migrant deaths in Qatar. With this campaign, we are seeking to highlight Amnesty's Qatar Report, with the ultimate aim of increasing international pressure on the Qatar government to further protect workers, to transparently investigate the previous deaths of migrant workers, and to fairly compensate their families.
The World Cup is an incredibly high profile event, garnering the attention of millions globally, and almost all of that focus will be on the sport and players. The challenge here is to cut through the excitement and pull some of that focus on to the human rights abuses associated with the 2022 tournament. In order to achieve this, we have built the creative around an iconic English football slogan and England branded merchandise, which we know will immediately resonate with England fans. This mechanism provides a consistent platform which would allow us to run the campaign across a number of countries, essentially adapting the original campaign with similarly recognisable football slogans and merch for each location. Alongside our digital and traditional creative, we have also mocked up a Netflix expose - Quatar 2022, Built on Blood. With expose and behind-the-scenes content currently leading the most viewed lists on Netflix - Inventing Anna, Drive to Survive, Bad Vegan etc - the stage is perfectly set for an investigative series around the 2022 World Cup.
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Entry credits
George Smith, Joe Taylor, Electric House Creative
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Chip
Company
Gusto
Brand
Heinz
Summary
It's a food-move as polarising as marmite and as controversial as pineapple on pizza.... ketchup.... on your Christmas dinner?!
Heinz Ketchup is one of the most popular condiments, year-round. Well, nearly. It’s common knowledge that sales of the red stuff usually takes a bit of a backseat when the gravy boat comes out to play on Christmas Day.
Except for the brave few…
To keep it flying off the shelf this festive season, our Heinz Ketchup spec ad utilises the authority of the antihero, gives power to the audacious…. and upsets your nan. Perfect 364 days a year? We'll see about that.
#bethesauceofcontroversy
-----
To show off our spec ad, we sent out some mini-ketchups direct to Heinz HQ, fit with a QR code linking through to the video.
Heinz were impressed! They loved our approach and were impressed with the on point branding and tone of voice (especially since they didn't brief anything).
Entry image
Entry video
Entry credits
Production Agency: Gusto
Director: Tom Staniford
Writer: Dan Hills
Producer: Dan Hills
Production Assistant: Jessie Tolkovsky
DOP: Joe Sampson
Edit: Mitch Hall
1st AC: Joe Edwards
Music: Rory Muldoon + Tizane
MUA: Xoë Kingsley
Food styling: Elodie Dubois
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Nominated
Company
Rockstar
Brand
Cannes Lions, D&AD, The One Show
Summary
Hasn't this gone on long enough? Careers are now being made out of awards gained for little more than charity work. Choose a worthy cause, be a worthy winner. Funny isn't it though – when you sell stuff (our job), you put food on the table of the person who makes it, the person who delivers it, the person whose shop sells it, and the person who thought of selling it in the first place. Advertising people can generate income for so many. Isn't that helping people? Purpose is so far out of control now, the industry is forgetting its own purpose. It's joked the Advertising is the second oldest profession. The ladies needed to let men know what they could pay for. They weren't advertising their period days as a way to learn a new career and sell a sanitary brand's products. If an Advertising campaign isn't selling anything, what exactly is it doing? Changing public opinion, maybe even Government direction is amazing. But this is not comparable to selling bleach, life insurance, oven chips or flights away from this madness – to space. Ask yourself, is my career based on awards I've won from scam or other made up shit that we now call 'purpose'. The longer this goes on, the less worthy we become of any attention from the everyday people we're supposed to be selling to. They only care up until they have to part with their hard-earned money.
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Entry credits
Writer, Art Directed, Designer, Typographer: Chris Catchpole
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6
Best outdoor
For your most creative ideas on an outdoor platform
Nominated
Company
Ogilvy Health
Brand
Guinness
Summary
Did you know that the UK is home to 4 of the top 5 cloudiest cities in Europe?
Guinness knows, and that’s why they’ve placed their newest set of custom billboards across Glasgow, Birmingham, London and Manchester.
With cameras fitted to the back of these billboards, cloudy skies are live-streamed into the head of the pint (appearing see-through), while light sensors ensure that they activate during overcast conditions.
Each day, the people in these cities look up at the familiar clouds with a sense of monotony and anguish. Just when it seems like hope is lost, there’s Guinness - Not all clouds are dull, some, are made of more.
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Entry credits
Idea by Chelsey Toms, Design by Romina Ciccioli
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Chip
Company
DA Creative Studio
Brand
THINK!
Summary
An out of home campaign using vehicles crashed into out of home advertising boards and signs, each bearing common 'excuses' or rationalizations from people who chose to drink and drive. The installations showing the aftermath of these choices.
The hard hitting campaign has been designed for THINK! the road safety campaign from the Department of Transport, to stop people in their tracks and show them the realities of making a choice to drink and drive.
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Entry credits
Calvin Innes
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Nominated
Company
Inbrax
Brand
Unicef
Summary
This campaign was carried out for Unicef in order to raise funds and be able to send vaccines against Covid to Africa and other dispossessed places on the planet. The call to action of the campaign invited people to press or click on the ads (or scan the QR in outdoor) and these took the audience to a landing page where they could make a donation. The call of the campaign in Spanish was "press here now" which in English means "vaccinate here now". In this way, a simple click became a vaccine.
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Entry credits
Pancho González, Chief Creative Officer
Carolina Pinheiro, Chief Executive Officer
Cristián Chávez, Creative Director
Pancho González, Creative Director
Pancho González, Copywriter
Cristián Chñabez, Art Director
Ricardo Álvarez, Planning Director
Rocío Gómez, Account Director
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Nominated
Company
Reflect Digital
Brand
B&Q
Summary
Taking inspiration from B&Qs slogan "let's do it together" introduced in 2011.
Although the slogan was originally introduced to confront the general fear of DIY going wrong, we felt the post-pandemic "new norm" gave the slogan new meaning.
During the two years of the pandemic, many companies went out of business, budgets were pulled, billboards were left empty, and many outdoor spaces were left in poor states, as the people and money were no longer available to look after them. As we start to come out again, the "let's do it together" slogan empowered us to think of community projects and people coming together to "reclaim their space." The spaces around our homes and towns, being turned around by B&Q community projects, supporting and encouraging a love of DIY that gives back to the community and starts to shed the cobwebs of the pandemic.
We thought of the B&Q DIY community as "your friendly neighbourhood DIYer" (like Spiderman, but better.)
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Entry credits
Amy Hopper: Account Director
Wayne Oliver: Lead Creative
Nick Harris: Graphic and Motion Designer
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Nominated
Company
Liam & Thom
Brand
HSBC
Summary
The Brexit effect has firmly hit the UK, which has created a huge barrier to many small businesses in the form of Red tape. This red tape has entangled many small businesses, leaving them either struggling to know what to do next, spending hours on admin, or even stopping trading altogether.
HSBC believes that borders, whatever form they take, hinder opportunity.
So we created billboards wrapped entirely in red tape, then simply cut through it, leaving the HSBC logo, to show small businesses that HSBC can help them cut through the barrier which is Brexit red tape. For extra impact, we would specifically place these billboards at import and export locations, such as Dover or Belfast.
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Entry credits
Thomas Farrall
Liam Campbell
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Nominated
Company
Miami Ad School Europe
Brand
Neiwai
Summary
China is experiencing a new wave of feminism. Yet certain elements of its language continue to hold women back. The character that represents women, the radical ‘nǚ’ (女), is used in many negative words like jealousy, cheating, trickster, and more.
Neiwai, China’s progressive lingerie brand, spreads awareness about sexism in Chinese language by replacing the female radical with real women in its campaign imagery. On International Women’s Day, Neiwai’s campaign uses out-of-home and social touch-points to bring problematic words to prominence.
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Entry video
Entry credits
Copywriter: Divya Mirlay
Art Director: Leyla Kamil
Instructor: Sudarshan Waghmare
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6
Best education
For your most creative ideas for the education sector
Chip
Company
Emma Holloway
Brand
Bic
Summary
In the digital age, (and after months of home-schooling) kids today perhaps aren't reaching for the pen and paper as much as previous generations. Yet multiple studies have suggested that writing by hand is a more effective way to learn. Comparing brain activity, researchers have found that the delicate, precisely controlled movements involved in handwriting contribute to the brain’s activation patterns related to learning. The same brain waves were not activated by tapping on a keyboard. Overall, pen and paper is more welcoming of imperfections; it seems it gives kids a better chance to learn, explore (and get things wrong!)
As a real campaign out in the world, Bic could request parents submit photos of the unintentionally funny drawings and spelling mistakes their own children have made. Through this showing they understand kids, whilst parents and everyone alike can get a good laugh out of these when shared by the brand across social media.
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Entry credits
n/a
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Nominated
Company
Kurger and Bing
Brand
QNTMPAY x Glossier
Summary
Thanks to TikTok, Gen Z’s interest in finance has grown massively. Unfortunately, learning it from social communities isn’t the most reliable, welcoming, and straightforward to newcomers (especially women and girls). But Gen Z knows more about finance than they think. They’re experts at making choices that invest in themselves, and they make routines out of it: skincare. QNTMPAY is an innovative banking platform, deeply concerned with closing the financial literacy gap between genders. Teaming up with Glossier, the cult cosmetics brand that epitomizes Gen Z ideals, they introduce The Bank of Beautiful: a makeup collection that translates the names and functions of familiar skincare products into financial terms that were once hard to grasp.
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Entry video
Entry credits
Copywriter- Beti Bara
Art Director- Kyle Gayle
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Nominated
Company
Sarah Tynan & Roisin O Mahony
Brand
Penguin Random House
Summary
The UK’s largest book publisher, Penguin Random House, asked us to:
Reimagine the role of books, reading and authors for secondary school students in the UK and enable young adults to engage with a wider range of books and authors who reflect a diverse and inclusive society.
Young people idolise their favourite musical artists and these artists can serve as important role models in their lives. We sought out to help young people see authors in the same light and make authors as popular as some of the UK’s biggest musical acts by putting them on the same platform.
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Entry video
Entry credits
Creative Team:
Sarah Tynan & Roisin O Mahony
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Nominated
Summary
People are living longer and healthier lives than ever before. And whilst this is a fantastic thing as a result the number of people with some sort of dementia is expected to rocket. By the year 2050 Age UK have predicted that upto 2 million people throughout the UK will have some form of dementia. This needs to change.
Numerous studies have shown that puppets can be extremely effective at treatment and prevention of dementia. This is due to their innate quality to get people talking. They're tactile, cheeky and playful. All of these are attributes suited to keeping people's minds fit and healthy. Phelt looks to take these qualities and marry them to the idea of creation. Giving the people who need it the most the tools to turn themselves into story telling wizards.
Phelt is a service in which the user orders a kit online which consists of the materials to construct their own unique felt puppet. When a kit is ordered another one is also sent to a dementia patient which has been signed up to the service by a family member or carer. Once the puppets have been made they are sent back in a return envelope included with the pack and are exchanged. Giving both the child and the elderly person a one of a kind keepsake from the experience.
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Entry video
Entry credits
Bryan Dowley
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Nominated
Company
Radley Yeldar
Brand
Unilever
Summary
By creating a simple opening in the logo, we suggest that Unilever has space for university graduates.
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Entry credits
Damian Nowell - Creative Director
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Nominated
Company
Electric House Creative
Brand
Greenpeace UK
Summary
Our What's The Damage campaign is about raising awareness of the true cost of fashion. Many consumers don't question how fast fashion outlets are able to provide such cheap garments, and therefore have little awareness of the environmental cost of this type of manufacturing. Our campaign aims to not only educate consumers on the environmental impact of fast fashion, but to drive donations to Greenpeace UK with the aim of offsetting some of the associated damage.
The core of the campaign is our What's The Damage (WTD) browser extension. Much like money-saving tool Honey, the WTD extension is able to analyse your shopping basket in real time and offer personalised information. Based on the contents of your basket, particularly the main materials, WTD will offer a pop up breaking down exactly what the environmental cost of that order would be, whether that's water consumption, carbon emissions, or otherwise . Additionally, the WTD extension will provide an opportunity for users to Donate The Damage, allowing the consumer to click through to the Greenpeace website and make an offsetting donation. This, of course, won't be for every fast fashion fan, but with the rise of ethical consumerism, especially amongst younger shoppers, this app provides a way to continue utilising favoured brands, with a little less guilt.
The extension is supported by OOH vandalism, directly calling out the environmental consequences of fast fashion retailers in an impactful and accessible way.
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Entry credits
Beth Blance, Beth Shaw, Electric House Creative
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5
Covid Recovery Campaign, Ad or Experience
For your most creative ideas designed to deal with the business impact of Covid.
Nominated
Company
Ideas and That
Brand
Small & Independent Retailers
Summary
Covid hit small and independent businesses hard! So we wanted to find a creative way to support them, at a time when they needed it most.
With a certain well known brand's 'Book of Dreams' no longer in production, we decided that Christmas wasn’t Christmas without it. We decided to bring it back, but with a twist. We created… 'The Small One'; full to the brim with wares from small and independent businesses. It was a chance for shoppers to flick, circle and buy, buy, buy… knowing that every time they did, it would fill a small business owner with Christmas cheer. A welcome alternative to today's mass produced shopping culture and a welcome relief, in helping to bring business back to those who needed it most.
Throughout the year we reached out to small and independent businesses, sourcing items, designing the catalogue, then printing and distributing copies FOC (along with those tiny wooden pencils), to everyone and anyone. As well as the printed catalogues, we created a digital e-version and ran promotional posts highlighting our 'picks of the week'... we even created (and funded) £1,000 worth of vouchers as Christmas presents for our clients, encouraging them to use the catalogue and further support independent businesses.
To view the full catalogue, please see: https://www.ideasandthat.co.uk/get-set-g...
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Entry credits
Amy Upfield - Co-founder/Creative Director
William Upfield - Co-founder/Director
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Nominated
Company
The Croc
Brand
Eddie Stobart
Summary
ONS figures showed a 17% drop in HGV drivers during Covid.
Eddie Stobart needed a way to get more drivers into the industry and fast.
Beyond the obvious issues of Brexit and COVID, what else is causing this?
- The perception of HGV drivers is actually outdated.
- People think the conditions for lorry drivers are terrible.
- New employment opportunities are snapping up drivers.
The industry has an image problem
The truth is, everyone has an opinion about lorry drivers and most of it is negative. The days of Yorkie making it a cool job for sweaty blokes are long gone.
We created a campaign where lorry drivers react to what is posted about them, and respond in smart, humorous ways that will unashamedly debunk the myths while simultaneously revealing the truth about HGV driving as an attractive career choice.
There are currently 315,000 registered truck drivers in the UK of which only 2,200 are women. Fewer than 1%. We needed a way to catch their attention.
Day in the life
We recommended pairing up esteemed comedian, Kathy Burke, with one of our female drivers. Kathy will gradually debunk the various myths while also responding to people live on social media.
A distinctive campaign designed to inject a well-needed dose of feel-good attitude into the HGV sector.
Eddie Stobart
#DriveYourFuture
Entry credits
Creative Director: Nick Watmough
ACD's: Conrad Walsh, Rebecca Earp
Creative team: Jordan Perez-Hughes, Paris Cowley
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Nominated
Company
Liz Eisen & Clarissa Johnston-Ward
Brand
Lovehoney
Summary
Coming out of lockdown on the 21st of February felt like being released from 2 years of shackles. Lovehoney wanted to remind everyone that in the right context, restrictions can be fun
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Entry credits
Liz Eisen
Clarissa Johnston-Ward
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Chip
Company
FRED & FARID Los Angeles
Brand
JCDecaux
Summary
The initiative was created with the understanding that COVID-19 will have long-lasting effects, many of which we're just beginning to fully understand. So the colorful, heartwarming messages were also created to unite citizens, and enhance a feeling of being part of a shared community.
There were no hashtags, or calls-to-action. The objective was to convey a simple, honest and true sentiment: We keep rallying, smiling, believing and fighting for a better day. All across America, We Keep Going. Because that’s all we can do.
Embracing the spirit of each unique place, headlines and designs were inspired by every city’s look, tone and attitude, to personally speak to the people.
Los Angeles posters borrowed the city’s vibrant colors, and a classic printing style that’s been used on the streets of LA for decades.
Chicago posters implemented core elements from the city’s flag, and Avant Garde Gothic typeface, which appears on signage across Chi-town.
Boston posters brought the city’s sports culture to life with its “lucky” green and sporty typography, with handwritten orange accents – alluding to a coach’s playbook.
New York posters evoked the city’s iconic yellow taxis, towering buildings and the zig-zag shape of its fire escapes.
+150 POSTERS
+500 BILLBOARDS IN 4 CITIES IN THE US
+40 MILLION MEDIA IMPRESSIONS
What started as a US initiative spread around the world, with international publications reporting on “We Keep Going,” and even requesting hopeful posters for their own city.
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Entry video
Entry credits
AGENCY:
Fred & Farid
Chief Creative Officers
FRED & FARID Los Angeles
Los Angeles
United States
Chelsea Steiger
Creative Director
FRED & FARID Los Angeles
Los Angeles
United States
Nicolas Berthier
Creative Director
FRED & FARID Los Angeles
Los Angeles
United States
Laurent Leccia
Creative Director
FRED & FARID New York
New York
United States
Hilary Smith
Lead Creative (Los Angeles, Chicago, Boston Posters)
FRED & FARID Los Angeles
Los Angeles
United States
Jocelyn Lam
Lead Creative (Los Angeles, Chicago, Boston Posters)
FRED & FARID Los Angeles
Los Angeles
United States
Laura Beck
Creative (Los Angeles, Chicago, Boston Posters)
FRED & FARID Los Angeles
Los Angeles
United States
Bridget Callahan
Creative (Los Angeles, Chicago, Boston Posters)
FRED & FARID Los Angeles
Los Angeles
United States
Hajung Song
Creative (New York Posters)
FRED & FARID New York
New York
United States
Ranjana Naik
Creative (New York Posters)
FRED & FARID New York
New York
United States
Nathan Smith
Business Director
FRED & FARID Los Angeles
Los Angeles
United States
Mariam Salcido
Account Supervisor
FRED & FARID Los Angeles
Los Angeles
United States
CLIENT:
Jean-Luc Decaux
President & Co-CEO
JCDecaux
North America
Gabrielle Brussel
Executive Vice President, Business Development & Properties
JCDecaux
North America
Jamie A. Morrissey
Senior Director, Business Development & Properties
JCDecaux
North America
Maggie Eisenhardt
Production Coordinator
JCDecaux
North America
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Nominated
Brand
Yankee
Summary
Millions of people have their sense of smell affected by Covid. Using different scents can train your nose back to health. Yankee is a brand ready to solve this common problem.
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Entry credits
Team Stein IAS
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6
Best parody
For your most creative ideas that use parody
Nominated
Company
Merkle
Brand
Elden Ring
Summary
Like most Dark Souls games, Elden Ring is notorious for being extremely difficult. To the point where people find themselves dying over and over again… but that hasn’t stopped them from playing. In fact, the game’s popularity and 10/10 ratings across the board suggest once people get a taste, they can’t help but come back for more.
We thought it was only natural to advertise this level of sadism in relevant and contextual spaces, like adult sites & OOH around London SOHO, for those who will truly appreciate it.
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Entry credits
Paloma Murphy, Guy Howland Lucy Prior, Louise Dunne
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Nominated
Company
BBD Perfect Storm
Brand
Halifax Bank
Summary
The new Halifax Bank campaign has a lot going for it. Wonderfully authentic portrait-style photography of customers of different backgrounds and ages, all set against headlines extolling the virtues of real life. The television ad even brings these moments to life with a top 10 hit courtesy of Oasis.
There’s only one problem:
None of these moments are unique to Halifax. And more importantly, Halifax often scores below most of their competitors in customer satisfaction scores. In fact, in the most recent Ipsos Independent service quality survey results, Halifax were 11th in the country, well below Starling, First Direct, Metro, Nationwide, Lloyds and Barclays.
So, it just felt right that we take this campaign and create a fun parody that reflects how Halifax Bank customers most likely feel.
After all: It’s a truth thing.
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Entry credits
Copywriter: Cory Eisentraut
AD/Designer: Louise Ormerod
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Nominated
Company
Ignis
Brand
Breitling
Summary
Breitling loves #Squads. We love #Scammers. Introducing the #ScammerSquad.
https://www.breitling.com/us-en/about/sq...
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Entry credits
Zoe McGee: Concept and Copy
Nick Peters: Design
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Nominated
Company
Creative Team
Brand
Volkswagen
Summary
See? We still think of everything.
Getting a Volkswagen to the side of the road is still a pushover.
It’s a little surprising that VW owners don’t run out of gas more often,
what with the fuel prices at 162p per litre and all.
Spending so much time in gas stations can make you a little hazy about whether you’re coming or going.
But in 2022, we’re still one of the most economical cars on the road.
We can’t stop you running out of gas.
But you’ll run out of gas less than everyone else.
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Entry credits
Amy Parkhill - Creative
Ed East - Creative
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Nominated
Brand
N/A - Personal Project
Summary
“After working in treatments in-house for a while, my mind was a melting pot of references and buzz words. It was overwhelming to switch modes from different products and looks every day. Our office would do artsy pitches for an alcohol brand, then a fashion campaign, and then aluminum foil or paper towel comedy ads. The wild variety somehow fused in my head to make this idea. I also really wanted to write a love letter to the creative armies and producers that don’t get to see their project see the light of day. There’s an incredible amount of dead ideas and jobs that deserve to see the light of day. It breaks my heart to know how much art doesn’t get seen in the end”
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Entry video
Entry credits
Written & Directed by Eno Freedman Brodmann (@enoeyes)
Starring Lourdes Hernandez (@russianready)
Executive Produced by Kate Galliers (@kategalliers) & Eno Freedman Brodmann
Production Company - Little Bear Studios (@littlebearcreates)
Produced by Gon Tarragona (@gontarragona)
Tim at Ventrical - Ben Wood (@bennywood1)
Doug - Rick Darge (@rickdarge)
Evelyn at Ginger Rat - Hilary Catherine Smith (@thehilarysmith)
Director of Photography - Jeff Leeds Cohn (@jeffleedscohn)
1st Ac - Mike Stanislawski (@mikestan)
Gaffer - Juan Sebastian Baron (@jsbaron)
Key Grip - Kevin Panigua (@pt.1)
Drone Operator - Ismael Camarena
Stylist - Allison Calhoun (@allisonvictoria)
Wardrobe - Kristi Scarrozzo (@theladykblog)
Production Designer - Simone Moscovitch (@post_samone) & Bijan Souri (@okbrb)
Set Dresser & Costume Designer - Lauren Dunn (@laurdunn)
Stills Photographer - Jorge Grau (@jorgegraudecorral)
Make-Up - Jessica Southard
P.A. - Cristian Quintero
Camera P.A. - Diane Cohen
Green Screen Extras - Miles Barfield, Peter Liu, Diane Cohen
Editor - Kat Yi (@katyiii)
VFX - Chaz Chester
Colorist - Mikey Pehanich (@mikeypackage)
Sound Mixer - James Wasserman
Music
Parfum thérémine (Version Acoustique) by L’Imperatrice
Altiplano by Erlend One & La Comitiva
On Yer Feet by Captain Planet
Léviathan by Flavien Berger
Love Soup by Bon Voyage Organisation
Formula 1 by Fatnotronic & Felipe Sá
Additional Original Music by Roger Kleinman (@rajchrome)
Film Development - Fotokem (fotokem_la)
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Chip
Company
Umault
Brand
Umault
Summary
We’ve all been annoyed by aggressive B2B sales tactics. You enter your email for a (often disappointing) whitepaper and suddenly your inbox is flooded with demo requests. LinkedIn messages. Phone calls. It can feel like you’re being stalked.
The Umault team ran with this idea and created our Halloween video: The Stalking. In this parody horror movie trailer, a young woman downloads a piece of gated content. Slowly the stalking begins. The emails. The calls. The LinkedIn messages. All trying to get her to do a free demo. At the end, haunted by her harrowing experience, she receives a postcard. It says, “I know what you downloaded last week.” And then, “Is now a good time for a free demo?”
Umault wanted to send the message to B2B sales and marketing teams that there’s a better way to get prospects: amazing video ads. The spot became our top social post of the year and was featured by The Ad Spot, Ads of the World, The Juice, and the Content Marketing Institute.
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Entry video
Entry credits
Written, directed, produced & edited by: Umault
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10
Best shop window post card
For your most creative ideas using a shop window postcard space
Nominated
Brand
NA
Summary
-
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Entry credits
Dragon Rouge Studio
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Chip
Summary
A clearly suitable media for see-through braces.
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Entry credits
Team Stein IAS
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Vinegar
Company
Tangerine
Summary
This pest control company means business, and they've well and truly proved their credentials with this shop window postcard.
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Entry credits
Tangerine Communications
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Nominated
Company
FK3
Brand
Tim Smith - Mindfulness Coach
Summary
Using a highly reflective mirrored cardstock, this business card would stand out amongst others in the window. A close look at it would allow the viewer to see their own reflection in the card. Paired with the headline "Discover Yourself", this card would hopefully prompt a moment of self-examination, which perfectly mirrors (pun intended) the mindfulness coaching that Tim Smith provides.
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Entry credits
Creative - Jonny Crouch
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Nominated
Company
Jonah Campbell Creative
Summary
Some people think paying for insurance is like setting money on fire. But what if the time comes when you really need it?
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Entry credits
Jonah Campbell
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Nominated
Brand
Just Eat
Summary
As a final year BA advertising student and soon to be professional advertising creative, I jumped at the chance to enter the Chip Shop Awards. What can I say, I just love a good challenge!
Entry image
Entry credits
Daniela Plank, Katharina Wahadana
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Nominated
Company
Blab
Summary
A shop window postcard promoting a support group for those experiencing premature ejaculation. The final detail adds relevancy to what the support group is all about with a comical edge.
Entry image
Entry credits
The creative team at Blab
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Nominated
Company
Young Bright and Grey
Brand
WWF
Summary
Climate change is here and for many of us it means flash flooding, forest fires, the north of England basking in 20c heat in the middle of March, and sadly droughts and rising sea levels.
This is an emotional reminder of how wildlife have to deal with our climate mistakes.
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Entry credits
Kelly Cunningham Head of content. Connor Beighton Designer. James Summerscales Brand director. Viv Griffiths Creative Director
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Nominated
Brand
London Olympic Weightlifting Academy
Summary
This shop window postcard utilises other postcards to emphasise and exaggerate a weightlifter lifting weights.
Entry image
Entry credits
Phai Dip
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Nominated
Brand
Muriel's ironing service
Summary
This postcard uses a creased up paper as a main base, after it's gone through an iron it provides a smooth service, where the ad is placed.
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Entry credits
Phai Dip
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5
Best social
For your most creative ideas using social media
Nominated
Company
Raw London
Brand
Ben and Jerry's
Summary
Global temperatures are rising at an alarming rate - so Ben and Jerry’s are launching ‘#MeltDay’ - an annual social media participation event which invites people around the world to place a scoop of Ben and Jerry’s ice cream outside on the same day at 12pm and time how long it takes for the scoop to melt.
People share videos and images of their melting scoops on social with the hashtag #BJMeltDay.
This event is then repeated every year with the results being recorded and shared to raise awareness of rising global temperatures.
Ben and Jerry’s also release a limited edition new ice cream flavour - ‘Totally Baked’ - which is sold in the weeks surrounding #MeltDay, with the proceeds going to climate charities.
Entry image
Entry credits
Don Mike
Joanna Zdunik
Dani Wilmot
Hannah Akitt
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Nominated
Company
Merkle
Brand
Guiness
Summary
Insight - The average person in the UK spends 110 minutes per day on social media scrolling.
The idea - A perfect pint of Guinness takes 2 minutes to pour, let’s encourage people to take a break from scrolling for 2 mins.
The execution - Accompanied by some satisfying ASMR of a pint pouring, the animation will slowly fill the screen revealing the Guinness logo and the classic end line of ‘Good things comes to those who wait’ plus a free pint for waiting.
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Entry credits
Guy Howland
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Vinegar
Company
Splendid Communications
Brand
Walkers Crisps
Summary
"BRITS LEFT WISHING WALKERS’ APRIL FOOL'S PRANK ‘SANDWICH CRISPS’ WAS REAL"
Sandwiches are the number one choice at lunchtimes. But currently, only one in every two people remember to eat them with crisps, despite 98% of Britain saying they love the combination.
We found that when Brits do eat crisps with their sandwiches, 66% can't resist putting them inside. But there's a big problem. Social media conversation told us that people simply can't stand it when their crisps crumble up and fall out of their lunchtime sarnie.
With a brief to remind Brits about the joy of crisps combined sandwiches, we came up with a solution to keep Walkers front of mind at lunchtimes.
For April Fool's Day 2022, we faked the launch of Walkers' newest product: 'Sandwich Crisps' - perfectly flat, square crisps exactly the same size as a piece of sliced bread. Designed for crisp sandwich precision and satisfying crunch, the product promised to spell the end of your crisps falling out of your sandwich. Going live as two simple social posts on Twitter, Facebook and Instagram respectively (a still image, and a video), Sandwich Crisps went viral within hours of posting.
Securing blanket national coverage, nearly 100 pieces of coverage with a potential reach (OTS) of 166 million, +33,000 total organic likes on social media, and +60,000 total comments and shares (including from unpaid macro influencers and celebrities), it's fair to say the nation thought Sandwich Crisps were the best thing since sliced bread.
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Entry credits
Fran Langdon, Creative Director (Splendid Communications)
Chrissy Kellaway, Associate Director (Splendid Communications)
Jamie Tomlin, Senior Account Director (Splendid Communications)
Normandie Tottman, Account Manager (Splendid Communications)
Fernando Kahane, Senior Marketing Director (Walkers)
Irina Panescu, Head of Total Connections Planning and Media (Walkers)
Rachael Smith, Senior Marketing Manager (Walkers)
Ceri Bustin, Brand Manager (Walkers)
Lizzie Fillo, Media and Connections Manager (Walkers)
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Nominated
Company
Inbrax
Brand
Colcrim
Summary
Context:
In recent years, violence between criminal gangs has increased and with it, the settling of scores is taking over various territories in Chile.
The objective of this campaign was to promote the creation of a National Bank of Ballistic Traces, which allows the police to identify the firearms from which it was fired, and to accelerate the promulgation of the reform to the project of the Arms Control Law, for the Ballistic footprint creation.
Results:
- During the first two weeks launched the campaign, signed up more than 10.000 people.
- The scope of communication during the campaign period reached more than 10 million people (+30% of the objective set).
- More than 15.000.000 interactions with the content were achieved during the campaign period (+35% of the stated objective).
- Earned media equivalent to $62.000.
- +28,746 unique visitors to the website were achieved during the campaign period (+30% of the objective set)
- +14,750 effective users were achieved on the website during the campaign period (+32% of the proposed objective).
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Entry video
Entry credits
Pancho González, Chief Creative Officer
Carolina Pinheiro, Chief Executive Officer
Nico Rubio, Creative Director
Nico Rubio, Art Director
Nico Rubio, Copywriter
Felipe León, Digital Director
Ricardo Álvarez, Planning Director
Rocío Gómez, Account Director
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Chip
Company
BBD Perfect Storm
Brand
Tipp-Ex
Summary
We live in a world where cancel culture is king. An old, misjudged tweet resurfacing is most people’s worst nightmare. But when no one is allowed to forget that stupid thing they wrote on Facebook in school, we leave no room for personal growth, development or learning.
Introducing Timeline Tipp-ex – a social media plugin from the people in the business of covering up life’s mistakes. Link this to your accounts and it’ll dredge through all your old posts with a fine tooth comb. Using a bank of keywords and phrases Timeline Tipp-ex highlights any old posts could be ‘problematic’, before giving you the chance to see if they still represent your views. They don’t? Give any bad ones the Tipp-ex treatment before your new boss sees (phew) and get the option to donate to or learn more from stophateuk.org.
N.B All posts featured in our submission are genuine, found online.
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Entry credits
Senior Art Director: Jacob Hill-Gowing
Senior Copywriter: Robyn Bowman
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6
Best video
For your most creative ideas using video
Nominated
Company
Publicis Groupe Belgium
Brand
Greenpeace
Summary
The habitat of European wildlife is under constant threat by humans. We are responsible for the massive deforestation taking place daily. What we often overlook, is that a forest is a massive home. The home of a wide variety of animals. Due to deforestation, they lose their shelter, food sources, and safety. The constant increase of illegal human activity in even protected forests makes animals flee looking for new places to live. As a result, we see them trying to survive in our cities & homes. Bringing them closer to those that destroyed their original homes in the first place.
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Entry video
Entry credits
CCO: Eduardo Marques
Creative Director: Koenraad Lefever
Creatives: Joris Van der Plaetsen & Jeroen Van Laethem
Strategy: Nicolas Vergauwen
Account Manager: Geoffrey Delhoux
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Nominated
Brand
Old Spice
Summary
Working on a project for Old Spice had been on both Lord Danger’s and director Mike Diva's bucket list for a long time. Working alongside our partner studio Modern Logic and the creative team at Wieden+Kennedy, we were so proud to produce this incredibly fun spot with its endlessly catchy tune.
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Entry video
Entry credits
CLIENT: Old Spice
CREATIVE AGENCY: Wieden + Kennedy
ART DIRECTOR: Curtis Pachunka
CREATIVE DIRECTOR: Sara Phillips
PRODUCTION COMPANY: Lord Danger
DIRECTOR: Mike Diva
EXECUTIVE PRODUCER: Josh Shadid
EDITOR: Andrew Henry
POST PRODUCTION COMPANY: Modern Logic
COLOURIST: A52
MUSIC COMPOSER: David Dahlquist, Mike Diva, Nick Lutsko
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Chip
Company
Gusto
Brand
Heinz
Summary
t's a food-move as polarising as marmite and as controversial as pineapple on pizza.... ketchup.... on your Christmas dinner?!
Heinz Ketchup is one of the most popular condiments, year-round. Well, nearly. It’s common knowledge that sales of the red stuff usually takes a bit of a backseat when the gravy boat comes out to play on Christmas Day.
Except for the brave few…
To keep it flying off the shelf this festive season, our Heinz Ketchup spec ad utilises the authority of the antihero, gives power to the audacious…. and upsets your nan. Perfect 364 days a year? We'll see about that.
#bethesauceofcontroversy
-----
To show off our spec ad, we sent out some mini-ketchups direct to Heinz HQ, fit with a QR code linking through to the video.
Heinz were impressed! They loved our approach and were impressed with the on point branding and tone of voice (especially since they didn't brief anything).
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Entry video
Entry credits
Production Agency: Gusto
Director: Tom Staniford
Writer: Dan Hills
Producer: Dan Hills
Production Assistant: Jessie Tolkovsky
DOP: Joe Sampson
Edit: Mitch Hall
1st AC: Joe Edwards
Music: Rory Muldoon + Tizane
MUA: Xoë Kingsley
Food styling: Elodie Dubois
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Chip
Company
Inbrax
Brand
Techo Latam
Summary
Techo Latam exists to overcome poverty in Latin America. Techo Latam had the challenge of carrying out its collection online for the first time. They define a goal of $50K which is what is usually collected in their collection. The idea was to make people in Chile, Argentina, Colombia, Brazil, and Peru believe that there was a film about the "Settlements", communicating the promotion with the typical codes of blockbusters. The film didn't exist and when people bought tickets on the web, they realized that they could donate to Techo. In just one month of the campaign the results were: $100K was raised; achieving 10.4M of reach, and 2.7M web visitors.
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Entry video
Entry credits
Pancho González, Chief Creative Officer
Carolina Pinheiro, Chief Executive Officer
Cristián Chávez, Creative Director
Nico Rubio, Creative Director
Santiago Slatar, Copywriter
Álvaro González, Copywriter
Jorge Fajardo, Art Director
Patrick Antoine, Web Designer
Neil Arce, Planning Director
Marcelo Concha, Account Director
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Nominated
Company
Uni Shoots & IE Brand
Brand
TEDI-London
Summary
TEDI-London is a specialist engineering higher education provider in London. Their 'Future Engineers' campaign tells the stories of Maria Hoffenheimer, Ali Patel and Grace Alibe, three fictional TEDI-London students who forge successful careers in engineering and go on to develop impactful solutions to current real-world problems. In order to achieve this time jump, we cast 6 talented actors - 3 senior actors and 3 junior actors - and used lighting, costume and location to achieve the effect.
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Entry video
Entry credits
Directed & edited by: Cameron Perry
Produced by: Imogen Gower
Cinematographer: Chris O'Driscoll
Gaffer: Ross Lasme / James Ed Kilpatrick
Sound recordist: Joel Dunn-Wilson / Matt Macleod
IE Creative Director: Dave Crichton
Photography: Chris O'Donovan
Drone: Corrine Amos
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Vinegar
Company
Myriad
Summary
Bringing his 2013 poem, “cuz he’s black,” to life, “Voicemails To My Future Self: Vol 1 with Javon Johnson” is a short film about the struggle Javon faces in teaching his young, black nephew about the complexities of interacting with the police.
The timing of our Voicemails film shoot was momentous. Javon flew out for the filming of Voicemails on a hot, pollen-filled, April day. That same afternoon, Derek Chauvin was sentenced to 22.5 years in prison for the death of George Floyd. This significance wasn’t lost on set.
Javon Johnson is a spoken word poet, writer, and Assistant Professor and Director of African American & African Diaspora studies at the UNLV. He is the first collaborator in the Myriad Original series, Voicemails To My Future Self.
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Entry video
Entry credits
Javon Johnson - “Javon”
Amir Valentine - “TJ”
Max Zampieri - Co-director
Javon Johnson - Co-director
Javon Johnson - Writer
Drew Grimes - Producer
Max Zampieri - Director of Photography
Melissa Douglas - 1st Assistant Director
Ryan Shackleford - 1st Assistant Camera
Terry O’Deen - Vehicle Rigging
Ish Abdelkhalek - Grip
Piper Kessler - Sound Engineer
Barry Davis - Driver
Taj Valentine - Production Assistant
Jordan Gibson - BTS Photographer
Meredith Schmidt - Animal Handler
Detrick Clark - Locations Manager
Max Zampieri - Editor
Trayvion Biddle - Color Grade
Alejandro Lechuga - Motion Design
Trailblazer Studios - Audio Post
Eric Johnson - SVP Audio Post
Aurelia Belfield - Sound Producer
Willie Elias, CAS - Sound Design & Mix
Darian Erickson - Assistant, Sound Design & Mix
BMG Production Music - Music
Will Feichter - Executive Producer
Jedidiah Gant - Executive Producer
Alysse Campbell - Executive Producer
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7
Best vandalism of an existing ad
For your most creative ideas that have vandalised (copied/adapted) an existing ad
Nominated
Company
Design Base
Brand
Heineken 0.0
Summary
With the launch of the non-alcohol version of Heineken, there were many ads showing how 'NOW YOU CAN' drink and have a six-pack or drink at work, etc, and wondered what are the other benefits of Heineken 0.0 that they won't tell us. Of course, it's being free from the behavior that sometimes results from the alcoholic version.
Entry image
Entry credits
Adam Conroy
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Nominated
Company
Keko London
Brand
Nike
Summary
This year Nadal won his 21st Grand Slam (well done Nadal).
The media loved it, and it was said all over that he was the first tennis player to win 21 Grand Slams. This isn’t true. There are three women that got there first, and have even won more Grand Slams than him.
Nike made a lovely ad to celebrate, with the claim "Advantage, Nadal." But the truth is he doesn’t have the advantage, it’s the women who got there first.
Entry image
Entry credits
Art Director: Elena Sanchez Abrante
Copywriter: Douglas Bowen
Creative Head: Kirstie Dallas
CCD: Roy Cohen
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Nominated
Company
London College of Communication
Brand
War Paint
Summary
Men wear makeup. We are not saying men can also wear makeup, we are saying they already do. Every male character we see on every screen, billboard and poster is most likely wearing makeup, yet we act as if men look that way out of pure luck.
War Paint is a makeup company that caters exclusively to men. They believe everyone should feel comfortable in their own skin and have created a range of products that give men the freedom to feel confident every day.
With this guerrilla-style campaign we wanted to shed a light on the fact that many men already wear makeup and that it is, in fact, very common. By pointing it out we hope that we can help destigmatize the act of men wearing makeup.
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Entry video
Entry credits
Mikaal Ahmad, Isabel Solá
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Chip
Company
Bank of Creativity
Brand
Durex
Summary
"No Regrets" is a parody ad I created for Durex in response to the controversial (now banned) John Lewis Home Insurance ad. The chaos left in the wake of the kid's expressive dance around the house, is as good an advert for birth control as it is for home insurance.
See the original post here:
https://twitter.com/alvo_muses/status/14...
See some of the traction it gained online via the links below:
https://twitter.com/Nettie150366/status/...
https://twitter.com/Jab64000/status/1453...
https://twitter.com/RichardOgundiya/stat...
https://twitter.com/HerveVandeWeyer/stat...
https://twitter.com/Torped00_2/status/14...
https://twitter.com/NormanBrennan/status...
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Entry video
Entry credits
Gareth Alvarez - Editor
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Nominated
Company
Mariel Fay
Brand
Marine Conservation Society
Summary
For too long now, fast fashion brands like Pretty Little Thing have promoted plastic-based clothing and branded it as a cheaper, cooler alternative. And today, news outlets all over the world reported that microplastics have been found in human blood for first time. This is no longer an issue we can ignore. Even if we have to get the message across by hijacking or vandalising existing promotional content, it's time to show the world what they're doing to our oceans.
Entry image
Entry credits
Creative concept, copy and art direction by Mariel Fay
Agency: Keko London
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Chip
Brand
CLR Mold & Mildew Remover
Summary
The Moldy Whopper was a brilliant idea that won hundreds of awards. The idea showing the decomposition of the Whopper because of it’s natural ingredients in 34 days. Hold on. What about the mold that remained on the pedestal after all those days? Is it even possible to get that thing clean again?! Relax. The answer is YES. The CLR Mold & Mildew Remover presents: The beauty of foaming action mold remover.
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Entry credits
Panos Pagonis - Senior Art Director
Magnus Mynderup-Bjørnshave - Senior Creative
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Chip
Company
Media Bounty
Brand
Breast Cancer Support
Summary
A new spin on Adidas’ controversy-baiting boob-covered billboard for Breast Cancer Support.
Entry image
Entry credits
Creative Director: Francois Boshoff
Senior Art Director: Alex Allen
Senior Copywriter: Tommy Lee
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3
Best use of ambient
For your most creative ambient ideas
Chip
Company
Ideas and That
Brand
Lego
Summary
With Lego on a mission to 'Rebuild the World', they take over scaffolding hoardings to bring this thinking into reality.
Entry image
Entry credits
William Upfield - Co-founder/Director
Amy Upfield - Co-founder/Creative Director
Rodney Hart - Designer
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Nominated
Company
Reflect Digital
Brand
B&Q
Summary
Taking inspiration from B&Qs slogan "let's do it together" introduced in 2011.
Although the slogan was originally introduced to confront the general fear of DIY going wrong, we felt the post-pandemic "new norm" gave the slogan new meaning.
During the two years of the pandemic, many companies went out of business, budgets were pulled, billboards were left empty, and many outdoor spaces were left in poor states, as the people and money were no longer available to look after them. As we start to come out again, the "let's do it together" slogan empowered us to think of community projects and people coming together to "reclaim their space." The spaces around our homes and towns, being turned around by B&Q community projects, supporting and encouraging a love of DIY that gives back to the community and starts to shed the cobwebs of the pandemic.
We thought of the B&Q DIY community as "your friendly neighbourhood DIYer" (like Spiderman, but better.)
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Entry credits
Amy Hopper: Account Director
Wayne Oliver: Lead Creative
Nick Harris: Graphic and Motion Designer
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Nominated
Company
BBD Perfect Storm
Brand
Ronseal
Summary
Whilst Boris Johnson’s reputation continues to take a lashing, there’s still no sign that he’s reached the point of public outcry that would force him to resign. Somehow, despite his buffoonery, he manages to maintain a level of impenetrability that would be the envy of the world’s best sealant.
Enter Ronseal.
As makers of the most durable varnishes, Ronseal can seize this (admittedly unfortunate) opportunity to create a bold, conversation-generating campaign.
To begin, we will create a wooden statue of the (hardly ever) Right Honourable Prime Minister. We will then cover it in several coats of Ronseal varnish, and place our life-sized political metaphor outside the gates of 10 Downing Street. wagering that Ronseal Varnish with last longer than Bojos Premiership.
This image will then become the focus of a print and OOH. We will also create a live feed of our shellacked leader and use this footage to create a social media campaign.
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Entry credits
Designer: Robbie Palmer
Copywriter: Cory Eisentraut
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7
Best press
For your most creative ideas in press
Nominated
Company
Tadhg Gorman, Robin Carey Keatings
Brand
Paddy Power
Summary
Our entry is based on the ultimate question that comes to mind off the back of Johnson's Covid party scandal — will the prime minister even get a leaving party? The tone of the headline feels as though it comes from the voice in the corner of the room after the bathtub has fallen through the ceiling and the electricity has gone off. There's a palpable silence. Then someone says "So...I guess this means no leaving party?". The art direction for the campaign elevates the visual to hint at the scandal of our fair haired friend. The tone of the ad is true Paddy Power. Irreverent and unafraid to punch up at those flopping in the broader media. Given that Paddy Power is a betting company, this ad promotes the fact that punters can place bets on whether Boris will get his leaving party or not through the ‘politics’ section on their site.
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Entry credits
Art Director: Robin Carey Keatings
Copywriter: Tadhg Gorman
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Nominated
Company
Inbrax
Brand
Unicef
Summary
Thousands of children in the world suffer from harassment and abuse, this campaign created for Unicef highlights a reality that is still happening. A campaign designed for print and OOH.
Entry image
Entry credits
Pancho González, Chief Creative Officer
Carolina Pinheiro, Chief Executive Officer
Nico Rubio, Creative Director
Nico Rubio, Copywriter
Nico Rubio, Art Director
Ricardo Álvarez, Planning Director
Rocío Gómez, Account Director
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Chip
Company
HAYGARTH
Brand
DUOLINGO
Summary
Number 1 reason to not learn a language: it’s hard work.
Number 1 reason to learn a language: it’s an epic way to embrace other cultures through their native tongue! Impress a partner as you navigate a Spanish menu… Gain local kudos chin-wagging with a Thai TukTuk driver… Talk your way out of a battering from a Bulgarian bouncer.
And best of all - avoiding the permanent embarrassment of the travellers’ tattoo.
Every year, hapless adults show off their freshly inked Arabic maxims and Chinese proverbs, only to discover they are pure gibberish.
This campaign for Duolingo uses these linguistic tattoo mishaps to communicate that there is an easy way to learn a new language – via the app. And a hard way – after it’s inked on your neck for life!
Life is too short to have regerts…we mean, regrets. So don’t make never learning a new language one of them.
Entry image
Entry credits
Steve Rogers (Chief Creative Officer)
Dragos Giol (Creative)
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Nominated
Brand
Wikipedia
Summary
With Wikipedia, answers are just a click away
Entry image
Entry credits
Conal Macreadie
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Nominated
Company
Media Bounty
Brand
WeCopwatch
Summary
It’s not just pretty flowers and cats that get shot on iPhone. People do, too.
Entry image
Entry credits
Creative Director: Francois Boshoff
Senior Art Director: Alex Allen
Senior Copywriter: Tommy Lee
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Nominated
Company
Rob's Copy Shop
Brand
Amnesty International
Summary
Drawing attention to China's human rights' abuses to coincide with its uncomfortable staging of the this year's Winter Olympics.
Entry image
Entry credits
Copy and concept: Rob Johnson
Art Direction: Ash Kinsella
Design: Alessio Gallo
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Nominated
Brand
Laithwaites
Summary
Following the response of the Tory party to defend the lock down parties as being 'work meetings' and nothing else - this series of ads takes those excuses and repurposes them to promote Laithwaites Wine
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Entry credits
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3
Best professional services
For your most creative ideas for the professional services sector
Chip
Company
krow.x
Brand
Google
Summary
Ever wondered what they’re trying really, really hard not to say?
Google Corporate Translate™ is a new service from Google Translate to help ordinary people to understand what large corporations are really saying in their mission statements, straplines and marketing materials.
As consumers become increasingly cynical of carefully crafted corporate communication, we launch a tool to cut through the obfuscation, greenwash and bullshit.
Google Corporate Translate™ harnesses cutting-edge natural linguistic programming and communication analysis algorithms to drive artificial recognition, cognition and instantaneous translations of incorporeal nonverbal transmissions.
Or, as Google Corporate Translate™ would put it, we tell you what businesses are really saying.
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Entry credits
Concept/copy: Benjamin Scott.
Animation/vocals: Richard Mitchelson.
Additional copy: Emma Bristow.
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Nominated
Brand
Tinder
Summary
Problem – It can be tough searching for the perfect match when it comes to finding a creative team.
Insight – The best work is often achieved in teams, the better the match the better the outcome.
Solution - Ignite is a new app that brings creative teams together, in order for people to produce the best work possible.
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IGNITE - JACK MCARA.pdf
Entry credits
Jack McAra
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Nominated
Brand
Summary
a simple idea - ventriloquism is about throwing your voice (and it’s fun)
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Conal Macreadie
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10
Best ad which really should run (that hasn't)
For your most creative ideas that clients actually could run.. but never has
Nominated
Brand
Absolut
Summary
While certain Russians aren't exactly the people's favourite right now (we're talking to you, Putin), they're undoubtedly famous for their Vodka.
After disastrous events, the world stood in solidarity by boycotting Russian products. To show their support, the Swedish vodka brand, Absolut, are explicitly voicing that they're no part of the mess. Approaching the subject in a sensitive yet humorous way, we make sure it's absolutely clear that Absolut is in no way - Russian.
Using their tried and tested method of stating what they are - we tell people what they are not.
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Entry credits
Creative Team:
Head of Creative: Simon Newsome
Copywriter: Shorna Anischenko
Design: Mohsan Lin
Design: Kyle Harvey
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Nominated
Brand
Castlemaine Brewery - XXXX Beer
Summary
Foster's beer is NOT Australian, and the real Australian beer has gotten sick of Fosters riding off its coattails. The copy hints at XXXX beer calling Fosters, F*ckers - while the supporting copy hammers home the message that XXXX is the only real Australian beer.
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Entry credits
Creative Team:
Head of Creative: Simon Newsome
Copywriter: Shorna Anischenko
Design: Kyle Harvey
Design: Mohsan Lin
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Chip
Brand
NHS Blood & Transplant
Summary
These provocative pieces would be very unexpected from the NHS adding to the 'viral-ability' of the work. Minority communities naturally have a strong sense of unity and care immensely about each other so we are poking that pride to remind people that this is another amazing way to support your community.
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Entry credits
Creatives: Flora German & Shivani Patel (Spec work)
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Nominated
Company
FRED & FARID Los Angeles
Brand
Elit™ Vodka
Summary
To create the campaign, the team shot for more than five weeks at -18°C, with over 30 different talents to bring to life ElitTM Vodka’s product truth: Fire at -18°C.
The campaign spanned the world. Locations included the Arctic Circle, Talvis Russia, where ElitTM is produced, Jökulsárlón Glacier Diamond Beach in Iceland, and in an industrial cold chamber in Downtown Los Angeles in real conditions at -18°C.
Each piece of content is an expression of the core brand concept filtered through the creative mind of Tony Kaye: Fire at -18°C.
This one-of-a-kind production process allowed the team to curate more than 300 social assets including prints, short form videos, GIFs, social posts and even original music composed at -18°C.
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Chief Creative Officers: Fred & Farid
Creative Director: Nicolas Berthier
Creative Director: Chelsea Steiger
Associate Creative Director: Michael Hess
Art Director: Radouane Guissi
Business Director: Peter Jacobs
Agency Executive Producer: Amanda Van Caneghem
Agency Producer: Gabriela Merrihue
Production Company: Tony Kaye Pictures
Director & Photographer: Tony Kaye
Original Music: Tony Kaye & Prescott Ellison
Editors: Tyler Wright, Peter Goddard
Designer: Jeff Knowles
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Nominated
Company
Publicis Groupe Belgium
Brand
Greenpeace
Summary
Greenpeace loves animals and so do we, yet our dear animal friends keep losing their homes. We, humans, have something with chopping down trees/woods, which comes down to destroying the homes of animals. Humans and destroying things, kind of looks like history keeps repeating itself. Due to the massive deforestation, these animals are on the run, on a constant lookout for a new place to live. Often having to turn to the one place, they wanted to be least. Living in proximity of the humans that destroyed their homes in the first place.
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Entry credits
CCO: Eduardo Marques
Creative Director: Koenraad Lefever
Creatives: Joris Van der Plaetsen & Jeroen Van Laethem
Strategy: Nicolas Vergauwen
Account Manager: Geoffrey Delhoux
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Nominated
Company
Golley Slater
Brand
Lego
Summary
Lego is a toy that doesn't discriminate, it's made for everyone! In a world that still falls victim to discrimination, stereotypes and bias, what better way to celebrate a toy that is for everyone, than by breaking gender bias. However you identify, Lego doesn't discriminate, it can be enjoyed by all, whenever, wherever.
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Scott Gummerson
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Nominated
Company
Creative Team
Brand
Volkswagen
Summary
See? We still think of everything.
Getting a Volkswagen to the side of the road is still a pushover.
It’s a little surprising that VW owners don’t run out of gas more often,
what with the fuel prices at 162p per litre and all.
Spending so much time in gas stations can make you a little hazy about whether you’re coming or going.
But in 2022, we’re still one of the most economical cars on the road.
We can’t stop you running out of gas.
But you’ll run out of gas less than everyone else.
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Entry credits
Amy Parkhill - Creative
Ed East - Creative
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Nominated
Brand
WWF
Summary
WWF works hard to help conserving wildlife, I’ve used animals listed as endangered species on their website to help raise awareness, highlighting that if we do nothing now, in the near future these animals will all be extinct, and we won’t be able to find them even in search engines.
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Phai Dip
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Nominated
Company
D.A. Studio
Brand
Uber & Fast and Furious
Summary
A brand partnership between Uber and the Fast & Furious franchise creates a campaign that merges the two worlds to play on the idea that Uber is the faster form of public transport available to the public.
The ad idea aims to leverage TV, OOH, Social and Experiential/PR touchpoint's in a two week lead up to the official F&F film release date.
TV - 2x Ads mix the worlds of hyperbolic blockbuster cinema and everyday life to bring the customer the fastest and most exhilarating ride of their life with Uber.
Experiential/PR - The cast from the franchise pick up unsuspecting passengers in spotlighted cars from the movie and with hidden cameras, content is captured for a PR reveal on YouTube.
Social - The news spreads on social media from riders organically sharing their experience to their channels.
OOH - Appropriating recent movie posters from the franchise with actual Uber drivers and their average cars - blending the world of cinema and everyday life together in print.
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Entry credits
Creative, Copy, Design, 3D and Motion by Devin Arden © 2022
Music: The Barracuda · The 5, 6, 7, 8s (℗ 2003 Spinout Records)
Stock Footage: Shutterstock
Film Footage: Universal Pictures
SFX: SoundSnap / ZapSplat
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Nominated
Company
Ardmore Advertising & Marketing Limited
Brand
Ardmore Advertising & Marketing Limited
Summary
Climate change is humanity’s biggest challenge. The world is woefully off target in controlling warming and emissions.
It is commonly observed in sustainability contexts that consumers report pro-environmental attitudes but do not display sustainable actions. This is the biggest challenge when promoting sustainable behaviour. Over 80% of people believe that lifestyle changes are needed to address climate change, but only 38% of all UK consumers have engaged in an activity in an effort to adopt a more sustainable lifestyle (Deloitte sustainable consumer report, 2021).
But climate change caused by humans is like an asteroid that right now is threatening all aspects of life, our future and that of our families – food, water, health, jobs, rising sea levels.
The premise behind this campaign that should run, but never has, is that by being part of this world, we have a commitment to take care of it. The alternative promises the extinction of the earth we know and love. Like any good marriage it’s a relationship of give and take, careful balance and a lot of understanding. We each have decisions to make every day. Some small, some big, each with the opportunity to help the planet for the better.
We need to make a change – the only question.... Will it be for better or for worse?
So we created an alarming and disruptive ‘death notice’ message to create standout and generate earned media around the topic of climate action.
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Entry credits
Emily Osborne - Creative
Paul Bowen - Executive Creative Director
Glenn Irwin - Senior Creative
Paul James - Strategy
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6
Covid Awareness Campaign, Ad or Experience
For your most creative ideas designed to promote issues around public health.
Nominated
Company
Lewis Rensch
Brand
Vaccinaid/ UNICEF
Summary
The UK vaccine rollout has been one of the best worldwide. Unfortunately, this isn't the case for many other countries. Due to poorer economies and other factors, some countries rely on others to donate money so that they can benefit from the same resources.
To encourage UK citizens to donate money to Vaccinaid's campaign, posters are created of countries' flags using plasters (given after a vaccine/ shot) onto the core part of their flags.
The fight against Covid-19 still has a long way to go but if we come together, we can make sure that we beat it once and for all.
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Lewis Rensch
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Nominated
Company
Radley Yeldar
Brand
Guinness
Summary
This campaign promotes the virtues of a responsible approach towards the COVID19 rules, and reminds us that the patience of self-isolating will be rewarded when a cold Guinness can be enjoyed again.
The message has a twist on the well renowned Guinness strapline.
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Entry credits
Design and art direction: Roberto Beretta
Copywriting: Gary Nudds
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Chip
Company
TMW Business
Brand
IKEA
Summary
Taking the form of an IKEA instruction sheet, our ad for the IDIOTÏSK self-assembly coffin takes a *jab* at stubborn anti-vaxxers – and highlights the consequences of their actions. Now, anti-vaxxers can make their bed coffin and lie in it too.
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Entry credits
Matt Hart and Sean Clayton
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Nominated
Summary
At the height of the Covid-19 pandemic, wearing masks were proven to help save lives and diminish the spread of the deadly virus. The idea here was to tap into people's conscience to make them act responsibly, for the greater good. What better way to do that than to create a parallel between cigarettes, health, passive smoking, and the spread of Covid-19?
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Entry credits
Agatha O'Neill
Sarah Lisgo
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Nominated
Company
Elmwood
Brand
Elmwood
Summary
After months of working in our homes, we returned to the office, and the “new normal” of COVID precautions. How to remind the Elmwood team (and guests) that we can love spending time together and still want to keep our distance?
Look to the classics, of course, and trust that the greats knew of which they spoke—those greats of music and distance memes MC Hammer, The Police, Bette Midler, Hall and Oates and, of course, Rick Astley. Because if you aren’t getting #rickrolled, what are you even doing with your Covid-safety awareness posters?
Throughout the Elmwood London office, the vivid gold and black posters featuring such hits as “U Can’t Touch This” and “Don’t Stand So Close To Me” not only got us humming but stepping back and doing the #DistanceDisco.
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Entry credits
Andrew Lawrence - Executive Creative Director, Elmwood
Amber Cheyne - Designer, Elmwood
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Nominated
Brand
Ministry of Public Health Qatar
Summary
Repatriation – the return of someone to their own country. Over the last two years, Qataris have seen the pandemic engulf their entire nation and displace them from their home. While the introduction of the vaccine offers some hope, how can you encourage adoption in a vaccine sceptic population?
With a simple colour change, we create a multichannel public health campaign that visually demonstrates and promotes vaccine uptake. Helping re-introduce native Qataris back into society with a bold mandate to reclaim their homeland from coronavirus. By leveraging the Qatari flag, a universal symbol of national solidarity, the people become their own public health awareness campaign to spread the importance of vaccination. We ask native Qataris to fly their own flag of covid protection on their traditional everyday garments (ghutra, hijab or mask) by simply changing their item of clothing from white (default colour for native Qataris) to Qatari maroon upon vaccination. As the message spreads so does the colour, with a united nation proudly wearing maroon as they adopt the vaccine and repatriate to a Qatar liberated from coronavirus.
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Entry credits
Creative – copydocs.com
Design – imjacksdesign.com
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7
Best stunt or experience
For your most creative ideas for stunts of experiences
Nominated
Company
Ogilvy Health
Brand
Sainsbury's
Summary
Sainsbury’s reinvent their ‘bag for life’ for Testicular Cancer Awareness Month, with all bag purchases donated to the cause.
Take care of your bag.
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Entry credits
Idea by Chelsey Toms, Design by Phai Dip and Steve Crow
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Nominated
Company
Kurger and Bing
Brand
QNTMPAY x Glossier
Summary
Thanks to TikTok, Gen Z’s interest in finance has grown massively. Unfortunately, learning it from social communities isn’t the most reliable, welcoming, and straightforward to newcomers (especially women and girls). But Gen Z knows more about finance than they think. They’re experts at making choices that invest in themselves, and they make routines out of it: skincare. QNTMPAY is an innovative banking platform, deeply concerned with closing the financial literacy gap between genders. Teaming up with Glossier, the cult cosmetics brand that epitomizes Gen Z ideals, they introduce The Bank of Beautiful: a makeup collection that translates the names and functions of familiar skincare products into financial terms that were once hard to grasp.
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Entry credits
Copywriter- Beti Bara
Art Director- Kyle Gayle
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Nominated
Company
Splendid Communications
Brand
On the Beach
Summary
According to Conde Nast Traveller, there is NO inappropriate time to have a drink on holiday. In fact, for many, a breakfast beer is an absolute holiday essential. Social chatter even suggests it's a badge of pride for most British holidaymakers. So with a brief to keep online travel agent, On the Beach, front of mind through cheeky, people-first, fame driving campaigns, we knew we needed to find a way to recreate that most delicious of morning beers for people at home to help them get that holiday feeling.
Low(ish) in alcohol and engineered to pair perfectly with your morning fry up, we would have sold the divisive bev via On the Beach's website (driving traffic) and had it sent out to influencers who are as divisive as the beer itself.
After all, who doesn’t love a cheeky breakfast beer when they’re on their holidays?
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Entry credits
Alex Clough, Group Creative Strategy Director (Splendid)
Fran Langdon, Creative Director (Splendid)
Jamie Tomlin, Senior Account Director (Splendid)
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Vinegar
Brand
Burger King
Summary
Brands can use what3words to claim their own little kingdom. Move over MacDonalds, Burger King truly rules over the land of Cheese Burger and Fries.
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Entry credits
Russ Suthers
Alex Webb
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Nominated
Company
Finn Communications
Brand
Bisto
Summary
The PR cliche of brands floating things down the Thames has brought a new definition for unoriginality. Which is why it’s surprising that no gravy brand has ever thought to float a gravy boat down the Thames. With gravy being absorbed as a core component of British culture. We thought it was fitting for the nations favourite gravy brand floats a gravy boat down Britains most iconic landmark, the tower bridge.
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gravy boar down thames 4.pdf
Entry credits
Creative Director: Chris Weston
Creative: Nush Kanapathippillai
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Nominated
Company
Splendid Communications
Brand
On the Beach
Summary
Bad tan lines are one of the hallmarks of the British holiday maker abroad, with ‘t-shirt tan’ even having its own Wikipedia page... but the internet isn’t impressed, and dodgy tan lines continue to top the list of Brits’ ultimate summer faux pas, being touted as just as unforgivable as the dreaded socks and sandals combo. But the truth is, online travel agent, On the Beach, is part of the problem, sending Brits off to all corners of the world to commit crimes against tanning. So what if we could hilariously save Brits from tan-barrassment and do the rest of the world a favour while we’re at it?
To help keep On the Beach front of mind amongst Britain's holidaymakers, we'd have launched a tan-finishing salon... if you’ve got a t-shirt tan, we’ll fill in the rest for you! Expertly matching your stomach and chest to the colour of your arms, legs and neck, we’d have launched the new tanning service on the most popular day of the year for travelling abroad, saving Brits from second-hand tan-barrassment.
Launched in a location near a major airport (for example next to the Heathrow Express at London Paddington), or perhaps the town in Britain with the most T-shirt tans, we’d have issued pictures to the national and consumer media, alongside research into just how unattractive (or otherwise!) people find a classic t-shirt tan. We'd have also tweeted celebs with dodgy tans and offered them the chance to come down.
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Entry credits
Alex Clough, Group Creative Strategy Director (Splendid)
Fran Langdon, Creative Director (Splendid)
Jamie Tomlin, Senior Account Director (Splendid)
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Chip
Company
Merkle
Brand
Alzheimer’s Research UK
Summary
Dementia is one of the main causes of disability in later life, ahead of cancer, cardiovascular disease, and stroke. As a country we spend much less on dementia than on these other conditions leading to research being desperately underfunded.
The total cost of care for people with dementia in the UK is £34.7billion. This is set to rise sharply over the next two decades, to £94.1billion by 2040.
So, to bring awareness to this, we want to get people to empathise with the feeling of confusion and memory loss to encourage them to help with something that touches most people’s lives…
The idea
We will take over prominent stations across London to raise awareness and donations for Alzheimer’s Research UK. To do this we will remove and blank out the station names across signage and maps within the stations and on trains and replace with key statistics.
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Entry credits
Lucy Prior, Guy Howland, Louise Dunne
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3
Best transport
For your most creative ideas using transport as your medium
Nominated
Company
OLIVER
Brand
Calm
Summary
BRIEF: Get commuters on rush-hour tubes and trains to download the Calm app.
CREATIVE STRATEGY: Take the rage out of rush-hour.
IDEA: Calm Your Commute.
RATIONALE:
Rammo tube trains can turn even the most timid commuter into a rush-hour rager. Because when someone farts on the carriage, pervs on your paper or sticks their armpit in your face, it can be pretty hard to hack. But now the Calm app's here to Calm Your Commute. Download it today and learn how to transcend your public transport troubles. Then step into the office with clarity, composure and complete calm. Namaste, tube twats.
ILLUSTRATION:
Chloe Smith’s illustrations bring the tube's archetypal offenders to life. We don’t know about you, but her illustrations make us feel so seen.
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Entry credits
Global Chief Creative Officer: Rod Sobral
Copywriters: Hannah Ford and Tom Dance
Head of Copy: Fiona Brown-Hovelt
Illustrator: Chloe Smith
Designer: Chloe Smith
ECD: Rob Kavanagh
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Nominated
Company
Ride Shotgun
Brand
Women's Equality Party
Summary
In 2022 British women are still being held back by the gender pay gap. Derby takes top spot at 31.3%, closely followed by St. Albans with 27.4% and City of London 26.3%*.
We’ll raise awareness, and eyebrows, in the place where people will be thinking about their working day the most, on their commute.
At busy train stations we’ll physically show the biggest pay gaps in Britain on crowded commuter platforms using the yellow ‘mind the gap’ line. Pushing people further back to metaphorically show them how it feels for women in the city.
This will be accompanied with ‘mind the pay gap’ and a QR code leading the Women’s Equality Party website.
*Reference: https://www.ciphr.com/gender-pay-gap-sta...
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Entry credits
Louise Shaw - Senior Creative
Ellen Jackson - Senior Copywriter
JJ Amos - Associate Creative Director
Bew Knox - Creative Director
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Nominated
Company
Golley Slater
Summary
The bus has famous connections for the fight against racism. This concept continues that legacy and reminds us why racism has no place on the bus, or anywhere else for that matter.
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Entry credits
James Newton
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7
Best digital
For your most creative ideas on a digital platform
Nominated
Company
Inbrax
Brand
WWF Chile
Summary
Results:
It is important to remember that Chile is once again in quarantine, which meant that a large part of public places were closed, including educational establishments and recreational and/or cultural places. During the campaign month the following results were achieved:
- The scope of communication during the campaign period reached more than 10 million people (+30% of the objective set).
- More than 15,000 VR interactions with the content were achieved during the campaign period (+35% of the stated objective)
- +28.000 unique visitors to the website were achieved during the campaign period (+30% of the objective set)
- +14.000 effective users were achieved on the website during the campaign period (+32% of the proposed objective).
- Earned media equivalent to $60.000.
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Entry credits
Pancho González, Chief Creative Officer
Carolina Pinheiro, Chief Executive Officer
Pedro Antolin, Creative Director
Matías Troncoso, Copywriter
Claudio Sciaraffia, Art Director
Ricardo Álvarez, Planning Director
Jean Carlo Venti, Account Director
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Vinegar
Company
krow.x
Brand
Google
Summary
Ever wondered what they’re trying really, really hard not to say?
Google Corporate Translate™ is a new service from Google Translate to help ordinary people to understand what large corporations are really saying in their mission statements, straplines and marketing materials.
As consumers become increasingly cynical of carefully crafted corporate communication, we launch a tool to cut through the obfuscation, greenwash and bullshit.
Google Corporate Translate™ harnesses cutting-edge natural linguistic programming and communication analysis algorithms to drive artificial recognition, cognition and instantaneous translations of incorporeal nonverbal transmissions.
Or, as Google Corporate Translate™ would put it, we tell you what businesses are really saying.
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Entry video
Entry credits
Concept/copy: Benjamin Scott.
Animation/vocals: Richard Mitchelson.
Additional copy: Emma Bristow.
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Vinegar
Company
Ideas and That
Brand
Lego
Summary
Insight:
Lego have created a VR experience to tell kids what to build out of the Lego they have.
But kids have the best imaginations. So let’s find a way to bring their weird and wonderful ideas to life.
Idea:
With Google for Lego, if you can imagine it, you can build it.
Kids (and big kids) can type in anything that comes to mind and get instructions on how to build it.
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Entry credits
Amy Upfield - Co-founder/Creative Director
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Nominated
Company
Raw London
Brand
WWF
Summary
This ad for WWF plays on the viral online game, Wordle, to highlight the increasing number of endangered species going extinct.
The twist? The user’s final guess prompts the error message, ‘Not in word list’ to highlight that, with drastically declining rhino numbers, the word may no longer exist in our vocabulary - and the fate of the others may not be far behind.
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Entry credits
Creative Joanna Zdunik, Shaneen Olmos, Hannah Akitt
Artwork Joanna Zdunik
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Chip
Company
Miami Ad School Europe
Brand
Adobe
Summary
Launched during Free Speech Week, Adobe’s latest update replaces Lorum Ipsum text with stories of imprisoned artists. Text boxes for headlines, paragraphs or columns amplify arbitrary detentions, illegal arrests and missing persons. What was once dummy text now sparks conversations among creatives, and highlights how free speech still bears a price for some.
The update guides Adobe users to petitions on Amnesty International that advocate for the release of their creative counterparts. Each petition is a step towards holding governments accountable for the way they treat artists.
Freedom means nothing if guaranteed in letter but not in spirit. With a million-strong army, artistic freedoms still have a fighting chance yet.
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Entry video
Entry credits
Copywriter: Divya Mirlay
Art Directors: Leyla Kamil, Siddharth Shelton
Instructor: Sudarshan Waghmare
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Nominated
Company
Electric House Creative
Summary
Our What's The Damage campaign is about raising awareness of the true cost of fashion. Many consumers don't question how fast fashion outlets are able to provide such cheap garments, and therefore have little awareness of the environmental cost of this type of manufacturing. Our campaign aims to not only educate consumers on the environmental impact of fast fashion, but to drive donations to Greenpeace UK with the aim of offsetting some of the associated damage.
The core of the campaign is our What's The Damage (WTD) browser extension. Much like money-saving tool Honey, the WTD extension is able to analyse your shopping basket in real time and offer personalised information. Based on the contents of your basket, particularly the main materials, WTD will offer a pop up breaking down exactly what the environmental cost of that order would be, whether that's water consumption, carbon emissions, or otherwise . Additionally, the WTD extension will provide an opportunity for users to Donate The Damage, allowing the consumer to click through to the Greenpeace website and make an offsetting donation. This, of course, won't be for every fast fashion fan, but with the rise of ethical consumerism, especially amongst younger shoppers, this app provides a way to continue utilising favoured brands, with a little less guilt.
The extension is supported by OOH vandalism, directly calling out the environmental consequences of fast fashion retailers in an impactful and accessible way.
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Entry credits
Beth Blance, Beth Shaw, Electric House Creative
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Nominated
Company
Miami Ad School
Brand
Spotify
Summary
To launch Spotify's audiobook service, we used our data and algorithm to create a unique sound story for every single subscriber.
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Entry video
Entry credits
Elfreda Tetteh
Elva del Rosario Pacheco Llanos
Israel Salazar
Tutor: Yigit Unan
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6
Best ad from the future
For your most creative ideas looking at what could be happening in the future
Chip
Company
FRED & FARID Los Angeles
Brand
FRIDAYS FOR FUTURE
Summary
February 16, 2021, NASA's Perseverance Rover lands on Mars. The Same Day we release “1%” is a satirical tourism ad for Mars. Created for Fridays For Future (Greta Thunberg’s global climate movement), the film kindly reminds us that there are still challenges to be faced on Earth, for the 99% of humans who will never visit or live on the Red Planet. We’d better fix climate change. We simply have no choice.
The results:
+ 100 pieces of press coverage (AdAge editor’s pick, Shots, Campaign US…)
2.94M estimated coverage views (from media with readerships totaling 2.61 billion)
+ 30k social media shares
+ 367k video views (youtube/instagram/twitter)
+ 720% youtube subscribers
with 0$ in media investment.
ABOUT FRIDAYS FOR FUTURE
Fridays For Future, or FFF, is a global climate movement that was launched in August 2018, when Greta Thunberg began a school strike for climate change. Since then, FFF has become a global initiative, uniting people in over 100 countries to protest outside local parliaments and city halls, and spread word about the seriousness of our planet’s situation – all in a shared effort to awaken the world’s people, and motivate every human to take action and fix climate change, now.
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Entry video
Entry credits
Chief Creative Officers: Fred & Farid
Agency Supervisor: Jules Chaffiotte
Creative Director: Nicolas Berthier
Copywriter: Hilary Smith
Agency Producers: Amanda Van Caneghem, Andy Caramanzana
PR: Jalila Levesque
Colorist: Axel Delwarte, Paul Murgier
Music + Audio Post Production: Squeak E Clean Studios
Composer: Justin Hori
Sound Design: Kennon Ward + Stuart St. Vincent Welch
Senior Mix Engineer: Drew Fischer
Senior Producer: Danielle Toporoff
Brand Supervisor: Joe Hobbs & Katharina Maier
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Nominated
Company
School Of Communication Arts 2.0, BOAT
Brand
Bumble + 23&Me
Summary
Ever dreamt about what your children are going to look like, be like, and any potential hereditary traits? Now, you’ll know. Soon, you’ll be able to ‘design’ your baby with Bumble and 23andme helping you to decide what your future will actually look like.
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Entry credits
Yem Akingbade @thisisyem, Toni-Ann Cover @toniann_cover
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Nominated
Company
Keko London
Brand
WWF
Summary
After 2035 all new cars sold in the UK will need to be fully electric. Some companies are leading the charge, however others have been slower to make the change.
With CO2 levels at all-time highs, fuelled in part by cars, this isn’t a change the world can wait for.
These ads of the future poke fun at the slow EV uptake and show the apocalyptic future that will be left if we don’t switch to electric before it’s too late.
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Entry credits
Art Director: Elena Sanchez Abrante
Copywriter: Douglas Bowen
Creative Head: Kirstie Dallas
CCD: Roy Cohen
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Nominated
Company
Miami Ad School Berlin
Brand
Fiction Brand/Product for a dream future
Summary
Natural Test is a fictitious product whose development and creation began with the problem of tests to detect the human papillomavirus (HPV), which causes uterus cancer. The visit to the gynecologist is not pleasant. Our menstrual period contains information about our body and our cells. Why not take advantage of the bleeding of the period to get an HPV test? Natural Test allows to identify the HPV through the use of sanitary pads during menstruation.
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Entry credits
Elva del Rosario Pacheco Llanos
Tutor: Shelley Lui
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Nominated
Company
Uni Shoots
Brand
TEDI-London
Summary
TEDI-London is a specialist engineering higher education provider in London. Their 'Future Engineers' campaign tells the stories of Maria Hoffenheimer, Ali Patel and Grace Alibe, three fictional TEDI-London students who forge successful careers in engineering and go on to develop impactful solutions to current real-world problems. In order to achieve this time jump, we cast 6 talented actors - 3 senior actors and 3 junior actors - and used lighting, costume and location to achieve the effect.
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Entry video
Entry credits
Directed & edited by: Cameron Perry
Produced by: Imogen Gower
Cinematographer: Chris O'Driscoll
Gaffer: Ross Lasme / James Ed Kilpatrick
Sound recordist: Joel Dunn-Wilson / Matt Macleod
IE Creative Director: Dave Crichton
Photography: Chris O'Donovan
Drone: Corrine Amos
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Vinegar
Company
Myriad
Summary
Bringing Javon Johnson’s 2013 poem “cuz he’s black” to life, “Voicemails To My Future Self: Vol 1" is a short film that reveals the struggle Javon faces in teaching his young, black nephew about the complexities of interacting with the police.
The timing of the Voicemails shoot was momentous. Javon flew out for the filming of Voicemails on a hot, pollen-filled, April day. That same afternoon, Derek Chauvin was sentenced to 22.5 years in prison for the death of George Floyd. This significance wasn’t lost on set.
Meet Javon Johnson. A spoken word poet, writer, and Assistant Professor and Director of African American & African Diaspora studies at the UNLV. He is the first collaborator in our new Myriad Original series, Voicemails To My Future Self.
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Entry video
Entry credits
Javon Johnson - “Javon”
Amir Valentine - “TJ”
Max Zampieri - Co-director
Javon Johnson - Co-director
Javon Johnson - Writer
Drew Grimes - Producer
Max Zampieri - Director of Photography
Melissa Douglas - 1st Assistant Director
Ryan Shackleford - 1st Assistant Camera
Terry O’Deen - Vehicle Rigging
Ish Abdelkhalek - Grip
Piper Kessler - Sound Engineer
Barry Davis - Driver
Taj Valentine - Production Assistant
Jordan Gibson - BTS Photographer
Meredith Schmidt - Animal Handler
Detrick Clark - Locations Manager
Max Zampieri - Editor
Trayvion Biddle - Color Grade
Alejandro Lechuga - Motion Design
Trailblazer Studios - Audio Post
Eric Johnson - SVP Audio Post
Aurelia Belfield - Sound Producer
Willie Elias, CAS - Sound Design & Mix
Darian Erickson - Assistant, Sound Design & Mix
BMG Production Music - Music
Will Feichter - Executive Producer
Jedidiah Gant - Executive Producer
Alysse Campbell - Executive Producer
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10
Best health
For your most creative ideas for the health sector. this year we've also added two categories specifically for Covid related ads/campaign
Vinegar
Brand
British Dyslexia Association
Summary
Getting 6 and 9 mixed up is a sign of dyslexia. This is a more memorable way of getting that information out.
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Entry credits
Alex Webb
Ellie Morton
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Nominated
Company
OLIVER
Brand
Calm
Summary
BRIEF: Get commuters on rush-hour tubes and trains to download the Calm app.
CREATIVE STRATEGY: Take the rage out of rush-hour.
IDEA: Calm Your Commute.
RATIONALE:
When someone farts on the carriage, pervs on your paper or sticks their armpit in your face, it can be pretty hard to hack. Day in day out, that can have an impact on your overall wellbeing. But now the Calm app's here to help you transform rage into reverence and Calm Your Commute. Download it today and learn how to transcend your public transport troubles. Then step into the office with clarity, composure and complete calm. Namaste, tube twats.
ILLUSTRATION:
Chloe Smith’s illustrations bring the tube's archetypal offenders to life. We don’t know about you, but her illustrations make us feel so seen.
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Entry credits
Global Chief Creative Officer: Rod Sobral
Global Chief Creative Officer: Rod Sobral
Copywriters: Hannah Ford and Tom Dance
Head of Copy: Fiona Brown-Hovelt
Illustrator: Chloe Smith
Designer: Chloe Smith
ECD: Rob Kavanagh
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Nominated
Company
Word on the Curb
Brand
NHS
Summary
One of the common themes that was discovered from the insight phase of our campaign, related to the fact that for many Black and Asian families, talking about death was seen as taboo.
We therefore wanted to create an environment on and off camera that allowed viewers to passively and actively engage comfortably in this conversation. We devised a 4-part series called 'Cooking Up a Convo With…’ which brought together influencers and their loved ones to have honest and open conversations about a range of topics, including organ donation, whilst preparing culturally important meals.
The affects of this were very positive, with a 90% decrease in the number of year on year opt-outs to the organ donation register in the month of launch. As well as this, our campaign saw the month on month NHS organ donation youtube channel increase 1,200% in subscribers.
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Entry credits
CREW:
Production company: Word on the Curb
Producer Director -Kirsty Latoya
Camera Operator -Malik Rowe
Camera Operator -Ricardo Mcleary-Campbell
DOP -Melique Ogilvy
Gaffer-Sachin Parmar
Spark-Duane Abraham
Sound-Richard Two
COVID supervisor -Barbara Abakah
Entry video
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Nominated
Company
Mr President
Brand
Supreme + NHS Blood Donation
Summary
81% of 23 to 29 year olds have never donated blood. Which is obviously a massive problem for those in need, especially rare blood types.
But in the ‘Hypebeast’ culture, people will give anything to get their hands on Supreme items.
‘Drop For Drop’ will be a collaboration between Supreme and NHS Blood Donation. When you sign up and give a pint of blood, you’ll receive a small pouch of yours with the Supreme logo on, showcasing the iconic ‘Supreme red’ brand colour.
This collaboration would gain a lot of PR amongst a demographic previously untapped, and ultimately encourage them to donate blood.
A campaign that leverages the rarity of Supreme items, to save lives.
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Entry credits
Creatives: Jake Smith and Max Simmance
ACD: Laura Clark
ECD: Jon Gledstone
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Vinegar
Summary
As everyone knows, the government already has a plan to deal with unemployed tooth fairies. Rwanda. But, until this visionary plan is executed, we have to deal with the scroungers.
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Entry credits
Jack Edwards
Josh Perriam
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Chip
Company
Flora & Shivani, Grey London
Brand
Superdrug
Summary
Breasts can swell and be tender to touch during periods, which makes self-examining difficult. So the reason for utilising the pill pack is you start a new one each month when your bleed ends and your boobs return back to your own state of normal. Breast cancer is more deadly for women aged 15-34 so using the pill as a platform is something that's in their world already, and is a media first. Coupled with this, birth control pills actually slightly increase your risk of breast cancer, so we're truly targeting the right people at exactly the right time. For a topic that is is so serious, revolving our whole campaign around stickers allows us to talk about it in a less scary and clinical way. Making them free and widely inclusive, only makes them a whole lot more accessible. This really kickstarted by the fact that us as young women often forgot to check our boobs despite numerous amazing campaigns telling us why it's important to, we realised many of our friends did too. So instead of talking about WHY and HOW you should self-check, we owned the space nobody else was in and focused on the WHEN.
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Entry credits
Creatives: Flora German and Shivani Patel
Creative Leads: Laura Jordan Bambach, Terry O'Neill, Angela Harding, Celeste Dalairac, Costanza Rossi
Managing Partner: Mo Kahwaji
Accounts: Genny Jayasekera and David McConnell
Production: Lotte De Vroe and Daniel Wincenty
Strategy: Fiona Keyte and Margarita Kostopoulou
Design: Stu Leung
Animation: Ty Zall
Artwork: Nigel Miller
Entry video
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Nominated
Company
Dragon Rouge
Brand
Mens Cancer Awareness Campaign
Summary
-
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Entry credits
Dragon Rouge Studio
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Nominated
Brand
Minds
Summary
Mental health has never been an easy topic of discussion to bring up in conversation. For many youth, it’s much easier bottle up and hide how you’re really feeling on the inside as opposed to sharing it with others, even if it would be beneficial to talk to someone. The first step to getting help is to always tell someone but doing so is much easier said than done. Today I’m Feeling… is a campaign that destigmatizes the idea that sharing your feelings with others is perfectly okay. MIND charity will work together with schools across the UK and provide them with the “Today I’m Feeling…” kit to hand out to their respective student bodies. Each kit will contain six rubber wristbands in various colours that will correlate to a specific emotion related to mental health. Depending on the colour of the band, the wearer will be able to express a specific feeling that day without having to verbally express it. The colours of the bands can act as signal to teachers and potentially even fellow friends and classmates that the wearer may not be feeling their best that day and may need someone to talk to. It opens the door for having these difficult conversations without having to make the tough choice of whether or not to bring it up in the first place.
link to the website: https://raccoon-cylinder-5fep.squarespac...
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Entry credits
Allison Chen and Panutchakorn Tripopnakkul
Entry video
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Nominated
Company
Ogilvy Health
Brand
Melanoma UK
Summary
Most people don’t think too much about their moles or think to check for changes to them. However, this is a key element of preventing, and treating, skin cancer. We’ll put moles front and centre to remind everyone to listen to what their body is telling them and note the warning signs of skin cancer.
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Entry credits
Tamsin Wills & Lydia Rylance Murdoch
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Nominated
Company
Media Bounty
Brand
Breast Cancer Support
Summary
While Adidas are doing it to get a bit of attention, Breast Cancer Support are bravely, brutally honestly, showing the reasons why their work is so important. Whether it’s people with mastectomies, or cancer patients that haven’t had one, we won’t rest until breast cancer is history.
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Entry credits
Creative Director: Francois Boshoff
Senior Art Director: Alex Allen
Senior Copywriter: Tommy Lee
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11
Best charity
For your most creative ideas for a charity organisation
Chip
Company
M&C Saatchi London
Brand
Alzheimer's Society
Summary
We would place an unbranded free photobooth in high traffic areas, encouraging people to capture a free polaroid memory. But there’s a catch, the polaroid will work in reverse and fade over time, mimicking the effects of Dementia.
In place of the faded memory will be a message about Alzheimer’s, accompanied by a QR link to a site that will give them the option to retrieve their memory in exchange for a small charitable donation.
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Entry credits
Ed East & Amy Parkhill
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Nominated
Company
Bank of Creativity
Brand
Oxfam International
Summary
The key to the entry is the copy to juxtapose the concept of 'space' as the dream for the ultra rich and very poor.
The striking image itself was giving a more 'martian' / red filter on purpose as if to show the red plan, one where a famous Billionaire hopes to venture.
The main copy has been intentially made to feel cramped.
This image and message is even more pogniiant as Europe is in the middle of a refugee crisis as a result of the war in Ukraine.
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Entry credits
All the OMBLEs at @oneminutebriefs, especially Sean Antonioli for his advice.
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Nominated
Company
rawlondonuk
Brand
WWF
Summary
With 23 species declared extinct in 2021, how much longer will WWF need to exist?
This re-imagining of the WWF logo highlights the disastrous rates of extinction around the world. The iconic panda is reduced to a skeleton, disappearing into history to represent both the lost and endangered species, and, ultimately, the fate of WWF itself.
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Entry credits
Creative Don Mike
Artwork Joanna Zdunik
Strategy Louise O'Reilly, Lee Jones, Dani Wilmot
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Nominated
Company
FK3
Brand
Save The Rhino
Summary
This ad sees Save The Rhinos partner with male health brand Numan, borrowing their unique innuendo-based style to draw attention to the plight of a number of species of African rhinos. Using phallic imagery that then gives way to startling scenes of poaching, the advert subverts the typical format of Numan's ads, cutting to black and revealing that hundreds of rhinos will be killed this year for their horns. Often to be used as an ingredient in ineffective alternative therapies.
Following the URL listed would lead to a landing page detailing information on how Save The Rhinos works - from reducing poaching activity on the ground, to helping educate in markets where horns are sold - alongside a section dedicated to Numan, so readers can "Get The Horn" themselves, with all products purchased via the landing page providing donations, allowing both businesses to save more horns.
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Entry video
Entry credits
Creative - Jonny Crouch
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Vinegar
Company
Brother Brother Film
Brand
The Medaille Trust
Summary
Even if there are currently 136,000 cases in the UK alone, people still think that modern slavery only happens in other countries. Recently, the charity has highlighted several cases of “branding”, where captors will force their victims to get a tattoo with their name, as a permanent mark of ownership.
Our goal was simple, raise awareness about modern slavery in the UK and help survivors de-brand their bodies. We launched the film “Marked for Life” on social media. The film documents the story of a survivor, marked by her trafficker and her emotional journey to the moment she had her tattoo covered up by tattoo artist Natalie Duffield.
With the launch of our campaign, Medaille Trust has established a permanent programme called “Tattooists against Traffickers”. Where talented tattooists in the UK are giving their time to help victims to cover up their branding tattoos. The project also includes events and workshop to train new tattooists to spot the sign of modern slavery. During the first week, we covered up the tattoos of three survivors and several tattoo studios in the UK has joined our project.
We started this project with £600 as the production budget. The film has been featured in Sky News, Ad Week, Bite Voice, The Drum, Tattoo News, Ads of the World, Best Ads, Shoot Magazine and Ad Forum. The campaign generated 7.9M media impressions. We reached 8M people on Twitter, with a 99% of positive sentiment and a +2K% increase in video views.
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Entry video
Entry credits
Directed by: Yaz & Haz Al-Shaater
Art Director: Michele Bona
Copywriter: Michael De Piano
Director of Photography: Jonathan Haldon
First Assistant Camera: Leon Frind
Producer: Lauren Payne
Progression Support Worker: Chiara Facco
Tattoo Artist: Natalie Duffield | Lost Garden Tattoo Studio
Actor: Bernice Pike
Voice Over Actor: Beth Penrose
Production Company: Brother Brother
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Nominated
Brand
Unicef
Summary
Since 2020, the UK had faced a two year crisis, COVID-19. In controlling the pandemic, many of us were subjected to enforced restrictions meaning we were limited to when we could leave our homes, who we could spend time with etc. Everyone was tested by this both physically and mentally, where we lost a sense of our own freedom.
Now in 2022, we are finally leaving the crisis and on the 21st February 2022 restrictions were lifted and we regained our freedom once again. Indeed a moment calls for celebration, but let’s remember Ukraine has lost their freedom to another crisis.
This ad raises the issue that whilst we had the power to exit a crisis, Ukraine does not.
#prayforukraine
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Entry credits
Jack Donaldson
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Vinegar
Company
Dragon Rouge
Brand
The Bee Conservancy
Summary
-
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Entry credits
-
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Nominated
Company
Inbrax
Brand
Techo Latam
Summary
Results:
In one month of the campaign, the results of the “Settlements” movie exceeded the digital indicators that they used to had and the amount of collection established for this pilot plan. In one month of the campaign, the results were:
• 2.715.170 visits to the website throughout Latin America (81% over the target) • 10.423.000 people reached on social media (108% over the target)
• And more than $100K raised (100% over the target)
• 974.790 seconds of trailer playback
• 17.878 interactions across the community
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Entry video
Entry credits
Pancho González, Chief Creative Officer
Carolina Pinheiro, Chief Executive Officer
Cristián Chávez, Creative Director
Nico Rubio, Creative Director
Santiago Slatar, Copywriter
Álvaro González, Copywriter
Jorge Fajardo, Art Director
Patrick Antoine, Web Designer
Neil Arce, Planning Director
Marcelo Concha, Account Director
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Nominated
Brand
WWF
Summary
WWF works hard to help conserving wildlife, I’ve used animals listed as endangered species on their website to help raise awareness, highlighting that if we do nothing now, in the near future these animals will all be extinct, and we won’t be able to find them even in search engines.
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Entry credits
Phai Dip
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Nominated
Company
Ogilvy Health
Brand
Melanoma UK
Summary
Most people don’t think too much about their moles or think to check for changes to them. However, this is a key element of preventing, and treating, skin cancer. We’ll put moles front and centre to remind everyone to listen to what their body is telling them and note the warning signs of skin cancer.
Entry image
Entry credits
Tamsin Wills & Lydia Rylance Murdoch
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Nominated
Company
Merkle
Brand
Alzheimer’s Research UK
Summary
Dementia is one of the main causes of disability in later life, ahead of cancer, cardiovascular disease, and stroke. As a country we spend much less on dementia than on these other conditions leading to research being desperately underfunded.
The total cost of care for people with dementia in the UK is £34.7billion. This is set to rise sharply over the next two decades, to £94.1billion by 2040.
So, to bring awareness to this, we want to get people to empathise with the feeling of confusion and memory loss to encourage them to help with something that touches most people’s lives…
The idea
We will take over prominent stations across London to raise awareness and donations for Alzheimer’s Research UK. To do this we will remove and blank out the station names across signage and maps within the stations and on trains and replace with key statistics.
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Entry credits
Lucy Prior, Guy Howland, Louise Dunne
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5
Best leisure
For your most creative ideas for the leisure sector
Nominated
Company
Dragos Giol
Brand
Netflix
Summary
When it comes to great TV, portion control is for suckers. With so many binge-worthy original films, shows and documentaries to devour at once, it’s easy to lose track of time and get off NETFLIX at 3AM! Don’t worry, we’ve all been there.
And since you’ve put in the hours, we want to celebrate your dedication and inspire you to keep watching your favourite NETFLIX Original films, shows and documentaries the way you like it – BACK-TO-BACK!
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Entry credits
Dragos Giol
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Chip
Company
BBD Perfect Storm
Brand
Trip Advisor
Summary
Travel is such a wonderful gateway into new cultural experiences and the thrill of adventure. But due to the pandemic hangover and many international conflicts, flying abroad is a bit problematic at the moment. Not to mention, it isn’t exactly friendly to the planet, or our pockets. That’s why Trip Advisor is launching their new platform, Local Passport.
Exploring the world doesn’t have to be global or cost prohibitive. Users can simply decide the culture and community they’d like to experience, and Local Passport matches you to all the best spots for that culture or country. Follow the address to your first destination, and then use the intuitively placed QR codes to map your travels.
Want to visit Japan? Local Passport will direct you to sushi at Michiko Sushino, then to the Lavender Home Origami Store. Follow us to the Manga Store in Covent Garden and finish off your tour of Japan at Japan Matsuri in Trafalgar Square.
Never been to Nigeria? Begin your journey by trying your hand at clay making with Lady Kiwali, join a Jollof masterclass with Lerato and perhaps enjoy a bite at Lekki. Always wondered what Brazil is like? Try out capoeira roda at Urban Ritual, grab some spices at Casa Brasil in Queensway and finish off with a spread at Fogo de Chão Soho.
With Trip Advisor’s Local Passport, the entire world can be local, sustainable and right outside your door.
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Entry credits
Designer: Agathe Charbon
Copywriter: Cory Eisentraut
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Nominated
Brand
Wimbledon
Summary
Tennis is poetry in motion.
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Entry credits
Copy and Art: Jonah Campbell
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Nominated
Company
Ogilvy Health
Brand
Airbnb + Frontline Plus (Boehringer Ingelhiem)
Summary
The number of dog owners has increased following the pandemic and with the restrictions being lifted, more people are looking to escape on a long awaited holiday. Airbnb has places where pets are welcome but infestations aren’t. This campaign is a partnership between Airbnb and the leading tick and flea treatment, Frontline.
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Entry credits
Paul Duncan & Nick Schanche
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Vinegar
Company
Miami Ad School Berlin
Brand
Netflix
Summary
We all have a hard time deciding what to watch on Netflix, but we easily crave for food. So, we launch an integrated campaign called “Watch what you eat” to let the food that we order decide what we should watch. Netflix to partner with Deliveroo will paste an ad print suggestions of TV series/ film to watch. When the food arrives, it comes as a complete experience of eating and watching international staff. We will also create a Geo-fencing activation around our partner restaurants, where more series/films will be suggested when you are nearby. We believe that Netflix is the bridge that connects food and language.
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Entry video
Entry credits
Elva del Rosario Pacheco Llanos
Nursolehin Yunos
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10
Best political
For your most creative ideas with a political focus
Vinegar
Brand
Guinness
Summary
A parody of the iconic Guinness ads. Using the 10 Downing Street door and a play on their 'Made of More' slogan.
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Entry credits
Ash Kinsella | Art director
Rob Johnson | Copywriter
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Nominated
Company
City of Glasgow College
Brand
Mr Kipling
Summary
A satirical collaboration between Mr Kipling and Downing Street, based on the recent garden party scandal at No. 10 and in the style of Mr Kipling's existing ads. We photographed a member of our team wearing a Boris Johnson mask and with a jumper stuffed up his shirt, holding a half eaten cake with candles in it and photoshopped a blue sky into the background to give that garden party atmosphere. Mr Kipling is a classic, well known British company so seemed like an appropriate brand to use, while their slogan "... are better with cake" fit our intentions well.
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Entry credits
Siobhan Chalmers, Kai Pragnell Toal, Adele Evans & Aodhan Gallagher
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Nominated
Company
Electric House Creative
Brand
Refugee Action
Summary
This campaign aims to draw attention to the 28,000 people who made the dangerous journey across the English Channel in 2021, for the 44 people that died and for those still considered ‘missing’.
Developed on behalf of Refugee Action and in collaboration with Adidas, this creative is about humanising those individuals who risk their lives to escape crisis. At the centre of the campaign is customised swimwear, featuring the names of those migrants who made or attempted to cross the Channel last year. This swimwear would be worn by high profile athletes at global and national swimming events, bringing the names and stories behind the statistics, into the spotlight.
Fronting the campaign across the creative assets is Yusra Mardini. Yusra, who fled Syria to escape the bombing of her home and school, used her extraordinary swimming talent to help bring a stranded dinghy of 20 people, including her family, safely to shore. She then went on to compete under the IOC Refugee Olympic Team flag at the 2016 games. Mardini has since campaigned tirelessly to support refugees and educate the public as to the realities of migrants - with this in mind, she is the perfect ambassador for this campaign.
Entry image
Chip Shop - Refugee.pdf
Entry credits
Maddie Charles, Liv Clarke, Electric House Creative
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Nominated
Company
Radley Yeldar
Brand
McDonald's
Summary
McDonald's took the admirable step to shut down their Russian operations, putting people before profit, and sending a clear signal of disapproval to the regime's actions in Ukraine.
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Entry credits
Adam Mills - Creative Director
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Nominated
Company
Momentum Worldwide
Brand
Lego
Summary
This piece was inspired by a past Lego campaign which cleverly depicted the strength of a child's imagination through the medium of simple Lego construction.
"Stick Together" speaks to both children and adults and represents the unbreakable solidarity of the Ukrainian people.
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Entry credits
Jack Osborn - Creator
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Nominated
Company
HAYGARTH
Brand
CARDS AGAINST HUMANITY
Summary
Propaganda. It’s one of the most effective ways to turn tides of opinion. So how can we use it to affect the current atrocities being committed in the Ukraine?
By infiltrating the popular game ‘Cards Against Humanity’ we aim to undermine the highly censored Russian news and set the record straight with Russian people about their leader. A special Russian edition will include a surprise extra set of cards – ‘Tsar Against Humanity’. With each card highlighting one of the very real ‘crimes against humanity’ committed by Putin. The beauty of this idea is that Russian roubles will then be donated to help the Ukraine battle against Putin. And once it’s banned, we’ll sell our game to the rest of the world, to further help the Ukraine cause.
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Entry credits
Dragos Giol (Creative)
Paul Gygi (Creative Director)
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Nominated
Company
Media Bounty
Brand
Samsonite
Summary
It's a whole cabinet's worth of wine, on wheels. What's not to love?
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Entry credits
Creative Director: Francois Boshoff
Senior Copywriter: Tommy Lee
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Chip
Company
ALLGOOD
Brand
Labour
Summary
The furore and controversy surrounding the parties thrown by The Conservatives during lockdown, provides the perfect chance for Labour to assert their moral dominance. With a cheeky grammatical twist, it’s a simple and striking political statement.
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Entry credits
Vicki Maher - Senior Designer
Holly Boden - Junior Designer
Gemma Trimble - Account Manager
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Vinegar
Company
Radley Yeldar
Brand
LEGO
Summary
Many global brands are showing their support to Ukraine, and LEGO could be the next. By joining together two iconic building blocks to make up the Ukrainian flag, we are highlighting the importance of uniting both physically and politically.
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Entry credits
Harry Fowler - Designer
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Nominated
Company
Bank Of Creativity
Brand
Specsavers
Summary
This advert highlights the controversial, illegal garden party event that took place in 10 Downing Street on the 15th of May 2020. On the 16th of March 2020, the presence of Covid-19 in the UK was obvious, and in PM Boris Johnson’s own words, “now is the time for everyone to stop non-essential contact and travel” he locked everyone down in a bid to control infection rates this becoming the first of many restrictions. This made it unlawful to have gatherings of more than two people in any environment, preventing families from seeing each other, being with each other at times of need and visiting elders in care homes. Just a few months later, in the garden of 10 Downing Street, drinks and socialising between a variety of Conservative members occurred, with the biggest elephant in the garden being the PM Boris Johnson himself. These revelations were only discovered months later when photos of the event were leaked. Conservative members rushed to their own defence, despite reliable evidence against them. People were outraged at the fact that the garden party was being described by the PM as a “work event” instead, making people wonder how people in government could be so blind to rules set by themselves?
This advert highlights the controversial revelation of the event in a mischievous yet brutally honest nature, showing just how obvious that even behind a blurred image, it's easy to tell that it was clearly a garden party and not a work event...
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Entry credits
Matthew Jenkins (MoleyHoleyAds)
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5
Best corporate identity
For you most creative corporate identities
Nominated
Company
Raw London
Brand
Fifa World Cup 2022
Summary
6,500 migrants have died in Qatar since it was named the Fifa World Cup host. Yet, tragically, no one is talking about it.
So, we’ve reimagined the Fifa World Cup Qatar 2022 logo to bring the dark truth to the forefront - and encourage people to pay attention to the blood that’s been spilled.
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Entry credits
Creative: Don Mike
Artwork: Joanna Zdunik
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Nominated
Company
Tangerine
Brand
Everyman Cinemas
Summary
Everyman Cinemas is making a statement about the gender pay gap in the film industry by changing its name to Everywoman and only showing films that boast true pay equality. When there are any, that is...
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Entry credits
Tangerine Communications
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Chip
Company
Ride Shotgun
Brand
IKEA
Summary
IKEA’s vision globally is “To create a better everyday life for the many people.” This vision goes beyond home furnishing. They want to have a positive impact on the world. They were also one of the first companies to halt trading in Russia, showing solidarity with Ukraine.
There’s only one IKEA store in Ukraine - in the capital of Kyiv. To show support we’ll rebrand IKEA stores across the world, changing their name to ‘IKYIV’. Up there in blue and yellow, they’ll show solidarity with their Ukrainian colleagues, friends and family.
There’ll also be donation points added at every store for customers, as well as IKEA donating money and goods themselves. Helping to create a better everyday life for the refugees of a brave nation.
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Entry credits
Louise Shaw - Senior Creative
Ellen Jackson - Senior Copywriter
JJ Amos - Associate Creative Director
Bew Knox - Creative Director
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Nominated
Company
Young Bright and Grey
Brand
The Bad Sweet Shop
Summary
We are always being told sweets are bad for us.
But as creatives, sweets are what keep us going during those late nights before a client pitch and strategy sessions that become a 4-hour meeting because everyone wants to be heard.
So, we’ve rebelled and created our own sweet collection - it’s time to throw a finger of Fudge at those white-toothed dentists and pilates-loving nutritionists.
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Entry credits
Kelly Cunningham Head of content. Connor Beighton Designer. James Summerscales Brand director. Viv Griffiths Creative Director
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Nominated
Company
Reflect Digital
Brand
B&Q
Summary
What does B&Q stand for? We ran an internal agency poll and 1 person knew: Block and Quayle.
Then we asked: what do you think B&Q should stand for? It was a great mini exercise on how people see B&Q, what the famous letters could stand for based on their current messaging, and how the brand is perceived. "Build and Quick" came out as one of the top answers.
So...we had some fun with it. What could B&Q stand for, if there's no limit? The wilder the better! We wanted to show what B&Q could mean for each DIYers based on their imagination. We then took some of our favourite answers and turned them into interior design options for beautiful creative and a fun web randomiser. If you're starting your DIY journey and don't know much about interior design, instead of a boring book to show you options, our design randomiser, based on the B&Q corporate identity, will help get those creative juices going!
With just two simple letters (that no one seems to know the meaning of) there are hundreds of DIY options to get the creative juices flowing and the inspiration going for B&Q customers. No one needs to know what B&Q stands for, because it can stand for anything their customers want it to.
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Entry video
Entry credits
Amy Hopper: Account Director
Wayne Oliver: Lead Creative
Nick Harris: Graphic and Motion Designer
Ian Stanley: Senior Developer
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8
Best ad without a visual
For your most creative ideas without a visual... maybe it's just great copy
Nominated
Company
Open House (Sponsored by M&C Saatchi London)
Brand
Tourism Australia
Summary
This ad uses Novak Djokovic’s very public disqualification from the Australian Open to highlight the countries vaccination policy.
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Entry credits
Mital Daya
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Nominated
Company
Golley Slater
Brand
Duracell
Summary
Just like the Queen a Duracell battery goes on and on and on..
...and on
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Entry credits
Paul Sheldon
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Nominated
Brand
Persil
Summary
Persil can target sports events to highlight the game it always wins - Persil vs. The Grass.
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Entry credits
Tanya Kuznetsova
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Nominated
Brand
Shelter
Summary
This ad is built using the Shelter logo, the roof (providing on the shelter on the poster) is the top half of the logo, the writing in the poster is the bottom half of the Shelter logo.
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Entry credits
Phai Dip
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Nominated
Company
BBD Perfect Storm
Brand
Skip Hire UK
Summary
Skip Ad. The saving grace of everyone who just wants to watch their god damn video. It’s probably the most clicked CTA on the internet. But to a skip company those words mean a whole different thing. Let’s take advantage of this double meaning and troll the internet to create the most effective click through campaign ever. A true ad for skips.
This undercover ad would sit near videos online. Click it and you’ll be taken to the skiphireuk.co.uk’s finest range of 4 to 12 ft skips.
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Entry credits
Senior Art Director: Jacob Hill-Gowing
Senior Copywriter: Robyn Bowman
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Nominated
Company
Hallam
Brand
Summary
Who needs pictures when a single entendre and a pun can do the job? Less nudge theory, more ‘nudge nudge wink wink’ theory.
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Entry credits
Gemma Walton, Fraser Wanless, Al Davies, Chris Bliss and Kier Humphreys
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Nominated
Company
HAYGARTH
Brand
WE BUY ANY CAR
Summary
The marketing cherry atop a well-rounded, cross media campaign has got to be the jingle. Those catchy little tunes burrow deep into our heads and stick around way beyond the duration of a TV or Radio ad.
So how do you extend the power of this audio brand equity using only some copy and a logo? We release webuyanycar.com’s advertising earworm in all its glory - taking a spin through their heads without them even hearing the jingle or brand’s name. How’s that for quiet confidence?
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Entry credits
Kia Wing & Georgia Shortland (creative team)
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Chip
Company
Radley Yeldar
Brand
Unilever
Summary
By creating a simple opening in the logo, we suggest that Unilever has space for university graduates.
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Entry credits
Damian Nowell - Creative Director
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11
Best food and drink
For your most creative ideas for the food & drink sector
Nominated
Company
TMW Unlimited
Brand
West Cornwall Pasty Co
Summary
The West Cornwall Pasty Company wear their Cornwall name with pride. They offer traditional handmade pasties delivered daily from West Cornwall, and only the best locally sourced ingredients will make the cut.
Their traditional Steak and Ale pasty is made using Cornwall's very own Tribute Pale Ale from the famous St Austell Brewery. However, even with its distinctive taste and instantly recognisable branding, not many people are aware that Tribute is used as one of the key, locally sourced ingredients in the pasty.
We saw this as an opportunity to not only assure potential pasty purchasers that the ingredients in their pasty are the best quality they can be, but to also wave the locally sourced flag for The West Cornwall Pasty Company.
We devised a simple yet informative 'smile in the mind' visual that played directly into this USP.
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Entry credits
Carl Winterbourne - Art Director
Jake Fasano - Copywriter
Graeme Noble - Creative Director
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Nominated
Company
Golley Slater
Brand
Brewdog
Summary
Brewdog has a history of using other people's wrongdoings to benefit its brand. Yet when they're in the news for their own errors, they fail to recognise them. This concept uses Brewdog's own marketing tactic of creating and naming new beers to highlight the company's failures in the past few years. A sip of Toxic Workplace, A glug of Lies and Deceit, a mouthful of Rotten Culture, all washed down with a big glass of James Watt The Fuck!
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Entry credits
Aaron McCarthy, Emma Thompson
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Nominated
Company
3 Monkeys Zeno
Brand
Budweiser Brewing Group
Summary
As the official beer of the England’s Men’s Football team, the Euros presented a huge opportunity to harness the power of Bud Light to drive sales and reinforce its association with football.
Enter Bud Light Boxheads.
Teaming up with Jordan Pickford, Kyle Walker and Kieran Trippier, Bud Light launched limited-edition packs, featuring the face of each England legend. These were designed to bring some fun and light-heartedness to international football, transforming beer boxes into fanwear. Fans were able to wear boxes on their heads to celebrate and support the team throughout the tournament with Bud Light encouraging fans to showcase their keepy-uppy skills whilst wearing the Boxheads by tagging @BUDLIGHTUK and using the hashtag #BOXHEADS.
News of the campaign and Boxheads was teased at the World Cup qualifier matches against San Marino and Poland after a terrace-full of Jordan Pickford, Kieran Trippier and Kyle Walker cut outs appeared in the stands to support England. Media were quick to notice the famous spectators with The Guardian even turning Boxheads into an editorial cartoon.
Once launched, Boxheads was supported by a fully integrated ATL and social marketing campaign, designed with the ambition of Bud Light becoming the Vuvuzela of 2021 (but less annoying!) In the e-commerce channel, Amazon customers could visit Bud Light’s England beer store to be in with the chance of winning a signed Boxhead.
The Boxheads campaign was central to Bud Light success last year, with the brand seeing sales up 9.7% YOY and rate of sale up 18%.
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Entry credits
Wieden & Kennedy
Ten Toes
Kindred
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Nominated
Company
Ogilvy Health
Brand
Nestlé
Summary
Everyone needs a break but finding the time can be hard! Enjoy a chat with a friend, think about your mental health and make some time for you. Have a break, have a ChitChat.
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Entry credits
Idea by Cari Glenfield, Consultation by Nick Schanche, Design by Steve Crow
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Nominated
Company
Gusto
Brand
Heinz
Summary
It's a food-move as polarising as marmite and as controversial as pineapple on pizza.... ketchup.... on your Christmas dinner?!
Heinz Ketchup is one of the most popular condiments, year-round. Well, nearly. It’s common knowledge that sales of the red stuff usually takes a bit of a backseat when the gravy boat comes out to play on Christmas Day.
Except for the brave few…
To keep it flying off the shelf this festive season, our Heinz Ketchup spec ad utilises the authority of the antihero, gives power to the audacious…. and upsets your nan. Perfect 364 days a year? We'll see about that.
#bethesauceofcontroversy
----
To show off our spec ad, we sent out some mini-ketchups direct to Heinz HQ, fit with a QR code linking through to the video.
Heinz were impressed! They loved our approach and were impressed with the on point branding and tone of voice (especially since they didn't brief anything).
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Entry video
Entry credits
Production Agency: Gusto
Director: Tom Staniford
Writer: Dan Hills
Producer: Dan Hills
Production Assistant: Jessie Tolkovsky
DOP: Joe Sampson
Edit: Mitch Hall
1st AC: Joe Edwards
Music: Rory Muldoon + Tizane
MUA: Xoë Kingsley
Food styling: Elodie Dubois
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Chip
Company
Merkle
Brand
Guiness
Summary
Insight - The average person in the UK spends 110 minutes per day on social media scrolling.
The idea - A perfect pint of Guinness takes 2 minutes to pour, let’s encourage people to take a break from scrolling for 2 mins.
The execution - Accompanied by some satisfying ASMR of a pint pouring, the animation will slowly fill the screen revealing the Guinness logo and the classic end line of ‘Good things comes to those who wait’ plus a free pint for waiting.
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Entry credits
Guy Howland
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Nominated
Company
Splendid Communications
Brand
Walkers Crisps
Summary
"BRITS LEFT WISHING WALKERS’ APRIL FOOL'S PRANK ‘SANDWICH CRISPS’ WAS REAL"
Sandwiches are the number one choice at lunchtimes. But currently, only one in every two people remember to eat them with crisps, despite 98% of Britain saying they love the combination.
We found that when Brits do eat crisps with their sandwiches, 66% can't resist putting them inside. But there's a big problem. Social media conversation told us that people simply can't stand it when their crisps crumble up and fall out of their lunchtime sarnie.
With a brief to remind Brits about the joy of crisps combined sandwiches, we came up with a solution to keep Walkers front of mind at lunchtimes.
For April Fool's Day 2022, we faked the launch of Walkers' newest product: 'Sandwich Crisps' - perfectly flat, square crisps exactly the same size as a piece of sliced bread. Designed for crisp sandwich precision and satisfying crunch, the product promised to spell the end of your crisps falling out of your sandwich.
Securing blanket national coverage, nearly 100 pieces of coverage with a potential reach (OTS) of 166 million, +33,000 total organic likes on social media, and +60,000 total comments and shares (including from unpaid macro influencers and celebrities), it's fair to say the nation thought Sandwich Crisps were the best thing since sliced bread.
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Entry credits
Fran Langdon, Creative Director (Splendid Communications)
Chrissy Kellaway, Associate Director (Splendid Communications)
Jamie Tomlin, Senior Account Director (Splendid Communications)
Normandie Tottman, Account Manager (Splendid Communications)
Fernando Kahane, Senior Marketing Director (Walkers)
Irina Panescu, Head of Total Connections Planning and Media (Walkers)
Rachael Smith, Senior Marketing Manager (Walkers)
Ceri Bustin, Brand Manager (Walkers)
Lizzie Fillo, Media and Connections Manager (Walkers)
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Nominated
Company
Agency Ghost
Brand
Local pubs / CAMRA
Summary
A British institution needs our help; The Local! Pubs all around the country have been closing down at an alarming rate, and covid restrictions have put them on their knees. The last thing they need is for people to stop going for a month for Dry January! So we want to put that right with, 'SepBender'. A month dedicated to drinking a couple in your local everyday (or a lime-soda and a bag of nuts if you're that way inclined). By participating with SepBender you'll already be doing good by your local, by supporting a bastion of the community, but you can also get sponsorship if you like! We want invert the harm of Dry January and encourage everyone to go out more for one month in September, whilst have a giggle or two on the way. So early meetings might be off the table, thanks to SepBender.
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Entry credits
Jon Sant
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Nominated
Company
ALLGOOD
Brand
Pizza Express
Summary
The classic slicing of a pizza leaves an unmistakeable line of crumbs. Britain’s most famous pizza chain - Pizza Express, advertise their dominance of the domestic market.
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Entry credits
Vicki Maher - Senior Designer
Holly Boden - Junior Designer
Gemma Trimble - Account Manager
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Nominated
Brand
Starbucks
Summary
A simple poster illustrating a timeline of different social media platforms, with Starbucks being long established first, the original way to social network, without staring at your phones or tablets.
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Entry credits
Phai Dip
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Vinegar
Company
Lyla & Lawrence
Brand
Cadbury's
Summary
One massive billboard. One tiny Wispa.
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Entry credits
Creative: Lyla Bushell
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10
Best ad without a headline
For your most creative ideas where the ad speaks for itself without the need for a headline
Nominated
Company
Dragos Giol
Brand
audible
Summary
This print campaign creates visual metaphors - where iconic landmarks from novels take the shape of sound waves - to convey our simple message: the best books are available on audible.
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Entry credits
Dragos Giol
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Nominated
Company
Merkle
Brand
WWF
Summary
Insight - We are running out of time, with only 10 years left to recover our planet before ecosystems on land, in the artic and the ocean completely slip through our fingers.
Idea - A simple, yet bold image that cuts through all the statistics and all the noise we hear every day. The reality is that the planet is slipping away, even as you view this ad. So, no more talk - let’s act now before time is up.
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Entry credits
Soraya Hernandez, Louise Dunne, Guy Howland, Lucy Prior
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Nominated
Company
Media Bounty
Brand
Comedy Central
Summary
What better way to tap into the nation's psyche when it comes to advertising the funniest channel on TV, than by borrowing from (sadly) - the other funniest channel on TV?
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Entry credits
Creative Director: Francois Boshoff
Junior Art Director: Lara Hallam
Junior Copywriter: Hannah Rendell
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Nominated
Company
Jess & Jessie
Brand
Tesco
Summary
With online shopping being such a saturated market (particularly around the festive period), it can be tough to stand out, and even tougher to make a quick-to-understand visual that speaks for itself.
To advertise Tesco's free home delivery and click and collect slots - which fill up quickly at Christmas - we worked to make a festive-feeling visual, while retaining that clean, Tesco-esque feel.
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Entry credits
Jessie Newman, Art Direction. Jess Murphy, Copy.
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Nominated
Company
Golley Slater
Brand
Guinness
Summary
Well, we all missed the memo for the party at No.10 this year. But it's not too late for Guinness to strike the ideal sponsorship...
'Join the party at No.10 Downing Street but remember BYOB'
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Entry credits
James Newton
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Nominated
Brand
Shelter
Summary
This ad is built using the Shelter logo, the roof (providing on the shelter on the poster) is the top half of the logo, the writing in the poster is the bottom half of the Shelter logo.
Entry image
Entry credits
Phai Dip
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Nominated
Company
Radley Yeldar
Brand
Specsavers
Summary
With Covid tests having become so ubiquitous, this is a topical take on Specsavers' famous slogan.
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Entry credits
Gary Nudds - Design Director
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Chip
Company
Momentum Worldwide
Brand
Lego
Summary
My job doesn't always afford me the chance to do something good for the world and therefore I wanted to take an opportunity to send a message of support and recognition to the brave people of Ukraine.
Entry image
Entry credits
Jack Osborn - Creator
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Nominated
Company
Finn Communications
Brand
Burger King
Summary
Know your place joker, because you can never be the king.
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Entry credits
Creative Director: Chris Weston
Creative: Nush Kanapathippillai
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Nominated
Brand
The Comedy Store
Summary
If you’re unhappy, a trip to the Comedy Store can turn your frown upside down
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Entry credits
Conal Macreadie
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5
Best fake news
For your most creative ideas around fake news
Nominated
Company
FRED & FARID Los Angeles
Brand
Concern Worldwide US
Summary
/
Entry image
Entry video
Entry credits
Company: FRED & FARID Los Angeles
Role: Idea, creation, execution
Chief Creative Officers: Fred & Farid
Creative Director: Chelsea Steiger
Writer: Hilary Smith
Art Director: Radouane Guissi
Jr Art Director: Bridget Callahan
Company: WAYS & MEANS
Role: Production
Director: Harry Israelson
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Nominated
Company
M&C Saatchi London
Brand
Ford
Summary
With news of the recent fuel price hikes, Ford have decided to offer a new model.
Introducing the all new Ford Mustang.
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Entry credits
Ed East & Amy Parkhill
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Nominated
Company
Merkle
Brand
Whatsapp
Summary
A fictional new function to WhatsApp allowing users to mark messages or group chats as unread, covering your potential need to say you didn’t see the message. The idea is played through a recent example of where it may have been beneficial to have this feature.
Entry image
Entry credits
Guy Howland
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Chip
Company
Splendid Communications
Brand
Walkers Crisps
Summary
"BRITS LEFT WISHING WALKERS’ APRIL FOOL'S PRANK ‘SANDWICH CRISPS’ WAS REAL"
Sandwiches are the number one choice at lunchtimes. But currently, only one in every two people remember to eat them with crisps, despite 98% of Britain saying they love the combination.
We found that when Brits do eat crisps with their sandwiches, 66% can't resist putting them inside. But there's a big problem. Social media conversation told us that people simply can't stand it when their crisps crumble up and fall out of their lunchtime sarnie.
With a brief to remind Brits about the joy of crisps combined sandwiches, we came up with a solution to keep Walkers front of mind at lunchtimes.
For April Fool's Day 2022, we faked the launch of Walkers' newest product: 'Sandwich Crisps' - perfectly flat, square crisps exactly the same size as a piece of sliced bread. Designed for crisp sandwich precision and satisfying crunch, the product promised to spell the end of your crisps falling out of your sandwich.
Securing blanket national coverage, nearly 100 pieces of coverage with a potential reach (OTS) of 166 million, +33,000 total organic likes on social media, and +60,000 total comments and shares (including from unpaid macro influencers and celebrities), it's fair to say the nation thought Sandwich Crisps were the best thing since sliced bread.
Entry image
Entry credits
Fran Langdon, Creative Director (Splendid Communications)
Chrissy Kellaway, Associate Director (Splendid Communications)
Jamie Tomlin, Senior Account Director (Splendid Communications)
Normandie Tottman, Account Manager (Splendid Communications)
Fernando Kahane, Senior Marketing Director (Walkers)
Irina Panescu, Head of Total Connections Planning and Media (Walkers)
Rachael Smith, Senior Marketing Manager (Walkers)
Ceri Bustin, Brand Manager (Walkers)
Lizzie Fillo, Media and Connections Manager (Walkers)
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Nominated
Company
FRED & FARID Los Angeles
Brand
FRIDAYS FOR FUTURE
Summary
For Gen Z, climate change is personal. Within the short time they’ve spent on this earth, record-breaking wildfires have become the new normal, hurricane relief funds permeate their social media feeds as often as branded content, and many of them are now entering early adulthood during the third year of a global pandemic. Considering the emotional toll of witnessing the destruction of the environment, alongside the usual woes of adolescence, it makes sense that 76 percent of this generation considers climate change among the biggest societal concerns, according to a 2021 Pew Research survey.
Historically, mainstream society has found it all too easy to brush off the effects of climate change as some distant possibility. Many assumed climate change was a political exaggeration, or a hypothetical problem to be solved in the very distant future. Either way, climate change was far off the radar and has consistently been pushed to the back of the social agenda.
But what if Gen Z treated the future of our planet in the same way as their predecessors, as if the wellbeing of the earth is a cause unworthy of their time?
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Entry video
Entry credits
Chief Creative Officers: Fred & Farid
Creative Director: Nicolas Berthier
Art Director: Radouane Guissi
Copywriter: Ciana Alessi
Agency Supervisor: Jules Chaffiotte
Executive Producer: Amanda Van Caneghem
Director: dream inc.
Cinematographer: Amos Le Blanc
Producer: Julia Fae
Stylist: Briana Walden
Stylist assistant: Namwan Preechapatananon
AD: Julia Fae
Art Director: dream inc.
location sound: Carter Imperial
Post production: dream inc.
Colorist: dream inc.
Editor: Thank
Sound mix: Defacto
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4
Best use of bad taste
For your most creative and clever ideas around bad taste... not just bad taste for the sake of it
Nominated
Company
Gallium Ventures
Brand
Gorilla Glue
Summary
Brand collaborations are all the rage these days, so we thought of a match made in heaven. Insulate Britain activists have been causing chaos throughout 2021, gluing themselves to the M25 and beyond to disrupt London and raise awareness of home insulation. But they were still removed (eventually) and the M25 resumed its normal state of chaos. If only they had used Gorilla Glue - then they could have stayed for longer in one of the toughest jobs for saving planet Earth!
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Entry credits
Gallium Ventures
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Nominated
Company
Briliiant Noise Creatives
Brand
Wunda
Summary
A new plant-based milk that’s delicious in everything!
Concept:
Our client Wunda is the new kid on the plant-based milk block. They needed a way to stand out in a crowded market and explain what their product is made of (yellow split peas). Where other types of plant-based milk may be less sustainable than people think or unsuitable for those with allergies, pea milk is both people and planet-friendly. We wanted to create an eye-catching poster that utilised wordplay to stop passersby in their tracks. Would you like pea in your tea? We certainly would.
Entry image
Entry credits
Stephanie Hubbard
Beckie Witts
Javier Martínez
Natalie Laurence
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Chip
Company
Gusto
Brand
Heinz
Summary
It's a food-move as polarising as marmite and as controversial as pineapple on pizza.... ketchup.... on your Christmas dinner?!
Heinz Ketchup is one of the most popular condiments, year-round. Well, nearly. It’s common knowledge that sales of the red stuff usually takes a bit of a backseat when the gravy boat comes out to play on Christmas Day.
Except for the brave few…
To keep it flying off the shelf this festive season, our Heinz Ketchup spec ad utilises the authority of the antihero, gives power to the audacious…. and upsets your nan. Perfect 364 days a year? We'll see about that.
#bethesauceofcontroversy
----
To show off our spec ad, we sent out some mini-ketchups direct to Heinz HQ, fit with a QR code linking through to the video.
Heinz were impressed! They loved our approach and were impressed with the on point branding and tone of voice (especially since they didn't brief anything).
Entry image
Entry video
Entry credits
Production Agency: Gusto
Director: Tom Staniford
Writer: Dan Hills
Producer: Dan Hills
Production Assistant: Jessie Tolkovsky
DOP: Joe Sampson
Edit: Mitch Hall
1st AC: Joe Edwards
Music: Rory Muldoon + Tizane
MUA: Xoë Kingsley
Food styling: Elodie Dubois
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show less
Vinegar
Company
DRUM Ltd
Brand
Domino's
Summary
With vegan options now served as a mainstay on every fast food chain menu, this new campaign from Domino's is guaranteed to leave a bad taste in any vegan's mouth.
And unlike previous versions, the searing pain can't be washed away with glass of (oat) milk.
.
Entry image
Vegan Roulette.pdf
Entry credits
Emily Drake - Associate Creative Director, DRUM
Lee Pitman - Design Lead, DRUM
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4
Best use of celebrity
For your most creative ideas that use a celebrity
Nominated
Company
M&C Saatchi London
Brand
Burger King
Summary
73 years is a long time to wait in line. Skip the queue with mobile ordering, now on the Burger King app. Burger Prince, come get your crown.
Entry image
Entry credits
Nathan Bunting & Sara Mullane
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Nominated
Company
Truant
Brand
Truant
Summary
At Truant we wanted to spare a thought at Christmas time for all the bald heads battling through the coldest months of the year. Hairs to you!
With this handy sticker pack, anyone can turn their boring old baubles into beautiful baldbles. Simply peel off. Stick on. And hair presto!
Festive follicles all around!
Entry image
Entry credits
Creative - Charlie Lindsay
Creative - George Bartlett
Designer - Ramsey Chapman
Head of Hype & Culture - Lennie Hughes
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Nominated
Company
FRED & FARID Los Angeles
Brand
LOUIS XIII Cognac
Summary
Time is the raw material of LOUIS XIII Cognac. Following “100 Years” – a two-part creative campaign rooted in film, and music – LOUIS XIII continues to express its unique relation to Time by paying tribute to Mother Earth in this latest project, Believe in Time. The film is led by GRAMMY Award-winning singer, songwriter and visual artist Solange Knowles, who also composed the original music for the project, in collaboration with Chinese couture designer Guo Pei, and French-Senegalese Cannes Festival's Grand Prix winning director Mati Diop (“Atlantics”).
Mati Diop and Solange Knowles spoke extensively about creating an artistic film that celebrated the process- Solange Knowles honing in on all the ways it could be interpreted sonically. The featured original track was built in real time: starting with one instrument, adding another layer, building upon all of the sonics and textures, the process building up to the larger idea that flourishes, culminates and embodies the feminine spirit of Mother Earth.
With this artistic creation, LOUIS XIII cognac reaffirms its commitment to craftsmanship, quality, and human made creations. In an accelerating, frenetic, impatient period of time where everyone is trapped in scaling up, industrializing and mass producing, LOUIS XIII believes in the opposite, quality over quantity. Time over instant gratification. Slow pace over precipitation, such as Mother Earth, a perfect illustration of those values.
Entry image
Entry video
Entry credits
Agency : FRED & FARID
Chief Creative Officers : FRED & FARID
Creative Director : LAURENT LECCIA, NICOLAS BERTHIER
Art Director : Michael Hess, RADOUANE GUISSI, Bridget Callahan
Junior Copywriter: Ciana Alessi
Executive Producer: Amanda Van Caneghem
Legal: Veronique Hassid, Regan McCrohon-Hoff
Client: LOUIS XIII COGNAC
Brand Leonardo Ferracina, LOUIS XIII Executive Director
Brand Alix de Boisset, LOUIS XIII Communication Director
Brand Ingrid Gnanadicom, LOUIS XIII Head of Digital Communications
Brand Andréa Foraison, LOUIS XIII Global Communication Manager
Production Co: DIVISION
Director: Mati Diop
Executive Producers: Laure Salgon & Jules de Chateleux
Production Service Co: TwentyfourSeven
Executive Producer: Oriol Rodriguez
Producer: Aurelie Bruneau
Production Coordinator: Marie Mezeray
DOP: Olivier Gossot
Makeup Lead: Miguel Ramos
Hair Lead: Evanie Frausto
Styling Lead: Kyle Luu
Stylist: Ana Murillas
Production Designer: Marie Lanna
Choreographer/Movement Director: Maya Alexis
Photographer: Renell Medranao
BTS Video & Stills: Manuel Obadia-Wills
Head of Post production: Clémence Cuvelier
Lead Editors: Adriana Legay, Stephane Peirrera
Supporting Editors: Roxane Faure Huet, Zoé Sassier, Elodie Fouqueau, Lola Bongiovanni
Supporting Writer: Katie Dailey
Colorist: Arthur Paux
Fluids Filmmaker: Chris Parks
Sound House: Kouz
Sound Producer: Grégoire Couzinier
Sound Studio Manager: Bruno Porret
Music Supervisor: Marine Sellem
Office Manager: Nathalie Catanzano
VFX & Online: Mikros MPC
Executive Producer: Fabrice Damolini
VFX Supervisor: Jeremy Wulff
VFX Producer: Benjamin Cathala
Editors Montage: Adriana Legay, Stéphane Perreira
Assistant Montage: Antoine Zimer, Chloe Charrier, Julie Rigaud
Color Grading: Arthur Paux
Assistant Color: Loic Lavaux
Concept Art: Nathan Lucas
Matte Painting: Francois Belliart, Lea Gonzales
Motion Design: Jeremy Wulff, Manon Baillet, Max Loriot
Lightning, Compositing: Marouan El Bekri, Randy Gudin, Jérôme Auliac
Asset Maker: Alex Corcoy
Flame: Sébastien Kremer
Music Composer & Score: Solange
Beijing Shoot:
Production Co: Beijing Eye
Executive Producer: Sasha Alderson
DOP Zhihan Zhang // Hans Zhang
Photographer: CheYan Kim
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Nominated
Company
Hot Icarus
Brand
Manors Golf x adidas
Summary
Golf keeps its head buried in the sand when it comes to fashion. Today’s market remains oversaturated with bland, ‘Tour Sponsor’ brands who barely explore outside of technical apparel. But with the game increasing in Gen Z / millennial popularity (who now account for some 45% of green fees), Manors is out to change that, opening the eyes of golfers to the sartorial opportunities the game should offer to the fashion-conscious player. They wanted a campaign to champion their upcoming collection, but lacking inspiration from within the sport and witnessing a nationwide bout of Euros fever, we were left pondering a different question: ‘why can’t golf be like that?’ That got us thinking differently. The issue had never been the game - a thrilling sport of highs and lows, fierce competition and flamboyant strokeplay. No, golf had been stifled by pernickety rules, and entrenched stuffiness. We needed to tap into a new identity. One that allowed us to build an alternative universe and was synonymous with the British zeitgeist. Enter football. A game which would allow us to borrow its positive tropes and re-couple them to golf, layering in Manors’ own brand of storytelling in the same stroke. The sports traded places. Adidas supplied the superstar: footballing icon, 6 handicap golfer and king of cool Ian Wright. And despite a shoestring budget, we created a new narrative and propelled Manors into the spotlight. Golf became ‘The Beautiful Game’, and the collection sold out in under 48 hours.
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Creative Agency - Hot Icarus
Production Agency - Rhoda Pond
PR Agency - Purple PR
Design Agency - Point Studio
Client Name - Manors Golf & Adidas Golf
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8
Best use of honesty
For your most creative ideas that incorporate honesty
Vinegar
Company
FRED & FARID Los Angeles
Brand
POWER OF ZERO
Summary
For November the 4th, International Day against Violence and Bullying at School,
- POWER OF ZERO / “Zero Bullying From Age Zero”
launches “1 in 3”, a campaign to bring awareness to the bullying epidemic targeting children at school.
While media attention for bullying at school has grown, the issue is far from being eliminated.
Studies prove that girls, children of color, children with disability and children from lower income families
are sadly more likely to be bullied.
The international non-profit organization “POWER OF ZERO" introduces “1 in 3”,
video to awaken parents to the possibility that their children could become the target of bullying.
The video features a series of 6 newborn babies, shot from above. 1 in 3 first names have been replaced by a bully insult.
The OOH digital billboards , show new born babies’ bracelets on which the baby’s name has been replaced by an insult.
Since its founding, the organization POWER OF ZERO is committed to continuously developing effective strategies
for schools to become bully-free — with a 90% success rate in eliminating incidents of bullying
while serving over 600 schools and over 4 million students via its “No Bully” program.
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Agency: Fred & Farid Los Angeles
Writer: Radouane Guissi
Art Director: Radouane Guissi
Agency Supervisor: Jules Chaffiotte
Client: POWER OF ZERO
Contact: nicholas@powerof0.org
Producer: Seydi Bayrak & Romain Manson
DOP: Julien Lascar
Motion Designer: William Mazaud
Sound Production: O'Bahamas Studios
Casting agency: Bout’Chou
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Nominated
Company
Dragos Giol
Brand
Netflix
Summary
When it comes to great TV, portion control is for suckers. With so many binge-worthy original films, shows and documentaries to devour at once, it’s easy to lose track of time and get off NETFLIX at 3AM! Don’t worry, we’ve all been there.
And since you’ve put in the hours, we want to celebrate your dedication and inspire you to keep watching your favourite NETFLIX Original films, shows and documentaries the way you like it – BACK-TO-BACK!
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Dragos Giol
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Nominated
Company
OLIVER
Brand
Calm
Summary
BRIEF: Get commuters on rush-hour tubes and trains to download the Calm app.
CREATIVE STRATEGY: Take the rage out of rush-hour.
IDEA: Calm Your Commute.
RATIONALE:
Let’s be honest, we’ve all lost our rag on a rammo rush-hour train. Because when someone farts on the carriage, pervs on your paper or sticks their armpit in your face, it can be pretty hard to hack. But now the Calm app's here to Calm Your Commute. Download it today and learn how to transcend your public transport troubles. Then step into the office with clarity, composure and complete calm. Namaste, tube twats.
ILLUSTRATION:
Chloe Smith’s illustrations bring the tube's archetypal offenders to life. We don’t know about you, but her illustrations make us feel so seen.
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Global Chief Creative Officer: Rod Sobral
Copywriters: Hannah Ford and Tom Dance
Head of Copy: Fiona Brown-Hovelt
Illustrator: Chloe Smith
Designer: Chloe Smith
ECD: Rob Kavanagh
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Nominated
Brand
McVities Penguin
Summary
The future for penguins is looking bleak - 98% of emperor penguin colonies could be gone in less than 80 years as temperatures continue to rise. McVities Penguin bars famously include a joke on the back of the packaging, but climate change is not a joke.
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Entry credits
Louise Amalie Hagerup
Cat Bayley
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Nominated
Company
Dragon Rouge
Brand
Rightmove
Summary
Maybe the capital is actually a great place to live…
Moving to the countryside has been a popular choice for many people over the past two years due to the pandemic changing the landscape of cities. However, some couples and families are now heading back to urban areas after realising rural life is not for them.
Rightmove has taken advantage of this phenomenon and acknowledges that the grass is not always greener, and fresh country eggs are not all they’re cracked up to be.
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Dragon Rouge Studio
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Vinegar
Company
BBD Perfect Storm
Brand
Spotify
Summary
Popular music streaming service, Spotify, are in hot water.
Many artists (Neil Young, Joni Mitchell, Stewart Lee…) have removed their music/podcasts/content after criticism that Joe Rogan used the platform to spread COVID misinformation. And many more users have followed suit, deleting their accounts in protest.
Spotify bosses are saying it’s too early to know the impact the Joe Rogan row has had on their business.
Let’s help them out…
We’re playing Spotify at their own game. Turning their popular, annually-awaited Spotify Wrapped feature back on them as a playful but pointed way to summarise their current predicament. We call it Spotify Scrapped.
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Senior Art Director: Robyn Bowman
Senior Copywriter: Jacob Hill-Gowing
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Chip
Company
Electric House Creative
Brand
Amnesty International
Summary
This creative was inspired by the work of Amnesty International, who have campaigned tirelessly to raise awareness of migrant deaths in Qatar. With this campaign, we are seeking to highlight Amnesty's Qatar Report, with the ultimate aim of increasing international pressure on the Qatar government to further protect workers, to transparently investigate the previous deaths of migrant workers, and to fairly compensate their families.
The World Cup is an incredibly high profile event, garnering the attention of millions globally, and almost all of that focus will be on the sport and players. The challenge here is to cut through the excitement and pull some of that focus on to the human rights abuses associated with the 2022 tournament. In order to achieve this, we have built the creative around an iconic English football slogan and England branded merchandise, which we know will immediately resonate with England fans. This mechanism provides a consistent platform which would allow us to run the campaign across a number of countries, essentially adapting the original campaign with similarly recognisable football slogans and merch for each location. Alongside our digital and traditional creative, we have also mocked up a Netflix expose - Quatar 2022, Built on Blood. With expose and behind-the-scenes content currently leading the most viewed lists on Netflix - Inventing Anna, Drive to Survive, Bad Vegan etc - the stage is perfectly set for an investigative series around the 2022 World Cup.
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George Smith, Joe Taylor, Electric House Creative
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Nominated
Company
FRED & FARID Los Angeles
Brand
Ladder Life
Summary
Most life insurance brands attempt to appeal to families with cheesy, overly-sweet, mushy gushy messaging. But as a family-owned startup, with a conservative media budget, Ladder Life Insurance could not afford to meld in amongst the category, or fly under the radar, with a typical approach.
The brand recognized a truth: When one family member signs up for a really great life insurance plan, the rest of the family playfully jokes about killing the policyholder.
RESULTS:
Positive Brand Lift in Favorability: +920% above benchmark
Positive Consideration Lift: +73% above benchmark
Video Completion Rate: 33x benchmark
YouTube Views: 2.5 Million
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Company: FRED & FARID Los Angeles
Chief Creative Officers: Fred & Farid
Creative Director: Chelsea Steiger
Copywriter: Hilary Smith
Company: Kapsized
Role: Production, Post
Director: Casey Storm
Company: Exile
Role: Post Production
Editor: Matt Murphy
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