Agency - Media Idea - £250k to £1m

OMD UK

 

The Handmaid’s Tale, Channel 4

Hulu’s The Handmaid’s Tale - broadcast on Channel 4 in the UK, was one of 2017’s most talked-about shows. Set in the oppressive, totalitarian state of Gilead - the former US, women’s rights are non-existent, with many women forced into servitude as handmaids. In the run-up to the second series, which launched earlier this year, Channel 4 wanted to build on the momentum of series one and get people tuning in.

With OMD UK, it brought the repressive laws of Gilead to Britain in a provocative campaign promoting season two, focusing on oppressed women as the subject matter. Ads on digital signage at key commuter stations delivered stark messages from Gilead officials enforcing laws such as, "The city is no place for a woman. A woman’s place is at home." A Metro cover-wrap read, "Women are not allowed to read this newspaper." The reveal depicted the show’s main character Offred holding a burning handmaid’s headdress, accompanied by the defiant statement “Don’t let the bastards grind you down”. The campaign helped turn series two of The Handmaid’s Tale into a success for Channel 4.

Silver
Mindshare UK
Volvo V40 Prime Now Test Drives Volvo is ‘designed around people’ to make their lives less complicated. Mindshare UK collaborated with Amazon and Volvo to create the first ‘Prime Now Test-Drive with Amazon’ in the UK to bring this promise to life – taking the innovative approach of delivering cars directly to customer’s door inside two hours, overcoming a hurdle in their fear of going to a car retailer. The campaign brought V40 back into the spotlight.

Bronze
Manning Gottlieb OMD Hell-Spot Media - Virgin Trains
The perfect moment to persuade drivers to stop travelling by car and to start using the train is targeting when they’re stuck in a tailback on the M1 or M6 - two of the UK’s most clogged motorways. Manning Gottlieb OMD and Virgin Trains targeted that moment precisely by tailoring radio copy to eight individual radio transmitters. Disgruntled drivers, caught in queues, were told about the alternative, Virgin Trains, at exactly the right time.

Finalists
MediaCom: Meantime Free Proper Beer Starcom: Kronenbourg 1664 - A Franc Point of View, Heineken/Kronenbourg
the7stars: The Suzuki Ignis: Category maker; stereotype breaker, Suzuki Cars/The Ignis
Vizeum UK: ShopDirect, V by Very: Photo-Shopping, ShopDirect/Very.co.uk

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