Results 2016

Agency

Sugar Smart

MEC

Client: Public Health England

England is facing an obesity epidemic. Children are eating three times the recommended amount of sugar to the point that 1/5th of children are overweight when they start primary school. No parent wants this. So how do you help mums and dads to spot the sugary food and drinks? By creating an app which visualises the sugar in food and drink by simply...

Churchill Lollipoppers

MediaCom

Client: Direct Line Group

We all remember Lollipop men & women keeping us safe as we crossed the road as kids. Tragically, due to law changes and budget cuts, the number of Lollipoppers has plummeted. So we launched a campaign for Churchill with 4 media partners, asking people to nominate their schools to get their own Lollipopper. We expected 500 schools to...

Aviva - Safe Roads

Zenith

Client: Aviva

Aviva is on a mission to make the UK Roads Safer. By challenging the nation’s perceptions of how safe people really are at driving, and pitting different groups against each other via digital engagement, we encouraged 600,000 people to take part in the #drivesafer challenge, spending 20,000 hours with the brand.  ...

You Sing, When I Can’t - Jess Glynne

/ Atlantic Records

The Survival Billboard

Dentsu Aegis Network & McCann London / Xbox

Anamorphic Project

Goodstuff / Kopparberg

Fox & Made In Chelsea: A perfect plot placement match

Vizeum / 20th Century Fox

NHS Blood Missing Type

MediaCom

Client: NHS Blood

A world without the letters A, O, B

During National Blood Week 2015, NHS Blood and Transplant launched a disruptive campaign to capture the nation’s attention and highlight the need for new blood donors. ‘Missing Type’ removed the As, Os and Bs from media, brands, high profile places and famous street si...

Bisto Spare Chair Sunday

Carat

Client: Bisto

Bisto Spare Chair Sunday
The elderly in the UK aren’t sharing a roast with loved ones as often as they’d like. An estimated one million people over the age of 65 said that Sunday was the loneliest day of the week.

From this insight the Bisto Spare Chair Sunday initiative was born – wherein people were encouraged to extend a ch...

Influencing the influencers

Manning Gottlieb OMD

Client: Shelter

There is a housing crisis in the UK, with rapidly-increasing homeless numbers and chronic underfunding in new housing. The only people who can tackle this are the politicians in Westminster who determine policies for the country. Shelter tasked us – not a firm of lobbyists – with delivering their viewpoint and solutions to the polit...

Yollywood: Playing with our food

Vizeum UK / Yollies (Kerry Foods)

#RedCups - Let the season begin

Manning Gottlieb OMD / Starbucks UK

Hunted

OMD UK

Client: Channel 4

To launch Channel 4’s new show Hunted, we created a first-of-its-kind strategy – we turned media into tracking devices and recreated the paranoia of being hunted. We developed 325 individual creative messages that ran across 114 formats on 37 media channels, including train panels, ATMs, phone boxes and Oyster cards.

...

The Aliens

OMD UK

Client: Channel 4

E4’s young audience are inundated with brand messages and are going out of their way to block ads. To launch their new show The Aliens, we disrupted their daily lives with something that would intrigue them and stop them reaching for the off switch. We forcibly grabbed their attention by pretending to launch an alien invasion of their fav...

Currys PC World - Drop a hint this Christmas

Blue 449

Client: Dixons Carphone

Currys PC World helped the UK get what they really wanted for Christmas in 2015 by allowing the public to drop a rather unsubtle hint.  They were able to create their own personalised poster which would be placed exactly where their loved one would see it. 

This is the first time that Outdoor has been used to deliver genuine personalis...

Scope - End the Awkward

Channel 4 / Scope

Pinterest Channel 4 Partnership

MediaCom / Pinterest

Max White Toothbrush Plus Whitening Pen

/ Colgate

Lynx #BiggerIssues

TMW, CALM, Dooh.com, Kinetic and W Communications / Unilever

Sharing the gift of reading at Christmas

PHD

Client: Sainsbury's

To share the gift of reading at Christmas, Sainsbury’s created Mog’s Christmas Calamity, a new children’s book by Judith Kerr.  The book was turned into a 3 min TV ad which we launched simultaneously on 83 different TV channels, reaching 84% of the UK TV audience in just one airing.  In the run up to Christma...

A ground-breaking partnership to combat loneliness

Manning Gottlieb OMD

Client: John Lewis & Age UK

In 2015 we brought one of the UK’s highest-profile Christmas advertisers (John Lewis) together with one of the lowest spenders (Age UK) to tackle a subject no-one wanted to talk about, especially at Christmas – loneliness amongst the elderly. In a ground-breaking partnership, we activated the nation and inspired people to do goo...

Churchill Lollipoppers

MediaCom

Client: Churchill

We all remember Lollipop men & women keeping us safe as we crossed the road as kids. Tragically, due to law changes and budget cuts, the number of Lollipoppers has plummeted. So we launched a campaign for Churchill with 4 media partners, asking people to nominate their schools to get their own Lollipopper. We expected 500 schools to...

Sky - Start of Season

MediaCom / Sky

#SuzukiSaturdays

the7stars / Suzuki

Netfix Narcos Launch

MEC Global Solutions

Client: Netflix

Original series is what sells Netflix subscriptions, but locally relevant content is what triggers people to find out more. With the release of Narcos we had the perfect opportunity to challenge the traditional portrayal of the drug trade.

Our job was to create demand for Netflix original series, Narcos, by providing an intriguing lo...

Inside Out

OMD

Client: Disney Pixar

Create a uniquely engaging and emotive launch campaign for Disney-Pixar’s Inside Out, leveraging the emotions to generate social conversation and create a cultural “moment” around the release.

Maximise box office potential by ensuring appeal to non-families as well as the core family audience.

Bronze: Halo 5: Global Launch

Dentsu Aegis Network

Client: Xbox

Microsoft creates controversy across the world to shake up the way video games are launched and reignite a franchise.


Episode VII: How HPI awakened the force for a new generation of Stars Wars fans

OMD International, Edelman / Hewlett Packard Incorporated

Vodafone Free To Roam

MEC / Vodafone

Future Now

PHD / Sensodyne

Gold: Best. Year. Ever.

Client: PHD

Largest new business haul ever.  Biggest pitch win ever.  Most award wins ever.  Happier clients than ever. Most uses of the word ever, ever.

MEC

/ MEC

OMD UK

/ OMD UK

Media Owner

wear it pink

Metro

Client: Breast Cancer Now

Metro approached Breast Cancer Now in August 2015 ahead of the charity's annual wear it pink day to propose the idea of turning our newspaper pink for the day.

A special pink edition of the newspaper was then published  in October 2015 with a bespoke pink campaign masthead, pink design theming throughout, promotion of ...

Channel 4 viewers take control of Years and Years

Channel 4

Client: Polydor Records

How do you try to stand out around an album launch on a day when artists worldwide are coming together for the first time to promote their albums at the same time?

That was the challenge we faced with Years & Years, who were releasing their debut album ‘Communion’ on the first ever ‘New Music Friday’.  In a w...

Lotto asks Gogglebox: What Would You Do?

Channel 4

Client: Camelot

To relaunch the Lotto main draw game, we developed activity which rekindled viewers passion to play the lottery. This innovative campaign did what no one has done in broadcasting history: creating a mini version of a programme within an advertising break. It delivered significant shifts in positivity towards Lotto and driving sales; especially ...

Save Soho

Metro / Tanqueray / Diageo

Game of Thrones

Metro / Sky Atlantic

Scrabbling Around in the Jungle

ITV

Client: Mattel UK

Sometimes words aren’t enough – even for Scrabble! To tackle sales decline we’d need to move beyond words and into action. Forget triple word scores – this product placement delivered over 7 times the media value of the original investment with almost a quarter of viewers wanting to play.

Mrs Patmore gives Aunt Bessie a Hand in the Kitchen

ITV

Client: Aunt Bessie's

Forget Jamie Oliver… Mrs Patmore is the nation’s most powerful cook. Here’s how she came to Aunt Bessie’s aid, helping make Yorkshire puds an everyday treat, growing perceived value by 71%

NHS Blood & Transplant – Virtual Blood Donation

Ocean

Client: NHS Blood & Transplant

NHS Blood and Transplant (NHSBT) needs 1.6 million units of blood a year to meet the needs of patients. It’s a constant challenge to recruit the right mix of donors across the blood groups, to reverse a drop in the number of new people who are registering and to meet the need for rare blood types particularly within the Black and South As...

The LADbible and The Doritos SUMMERbible

The LADbible Group / Doritos

Vote Hollyoaks!

Channel 4 / The Electoral Commission

The Woodland Trust: Discover the World on your Doorstep

ITV

Client: The Woodland Trust

Here’s how we gave tree-huggers a much-needed makeover, and helped make a charity with only 2% awareness as famous as the RSPB, with a 5-fold boost to donations.

Text Santa's Knitted Ad Break

ITV

Client: Amazon, BT, Dreams, DFS, Nationwide, British Gas

Bad news for kettles! Cups of tea were on hold as this creative Christmas idea saw 100% of viewers watch the entire ad break. Here’s how an army of knitters picked up their needles and helped 6 brands give a festive boost to charity (and collected 2 D&AD Pencils and a Silver Cannes Lion in the process.)


'No one fixes things like Direct Line' with Global, The Media & Entertainment Group

Global Media & Entertainment

Client: Direct Line

To help make “no one fixes things like Direct Line” a part of everyday culture, Global asked the nation “from the everyday to the epic, what needs fixing?” This was then delivered at scale across every Global brand so audiences could see that Direct Line put things right when they had gone wrong in a smart, hassl...

The Survival Billboard

Dentsu Aegis Network & McCann London / Xbox

The Power of Privacy

The Guardian / Silent Circle

ITV with #SuzukiSaturdays and Ant & Dec

ITV

Client: Suzuki

A winding mountain road, the sun on the horizon, and the driver’s sparkling toothy smile…

Pass the sick bucket. Could car advertising get any more predictable?!? Forget fuel-injection… it was time for a FUN-injection. Here’s how Suzuki hired Ant & Dec as its top salesmen, and turbo-charged sale...

Brewing up the perfect campaign

Channel 4

Client: Taylor's

We are a nation of coffee connoisseurs, consuming 70 million cups every day. This coffee revolution has seen the rise of high quality, barista-style coffee made in the home. It is a market that sees competitors clamouring to be front of mind in the home. Taylor’s came to us with a clear problem: their spot campaign was not working; th...

Budweiser Dream Goal

Sky Media

Client: Budweiser

Budweiser Dream Goal is about giving the greatest goals never seen a platform to be discussed, loved, shared and celebrated. The client, Andre Finamore said “This is one of the most successful Budweiser UK campaigns ever. We tapped into an extremely powerful insight and delivered a brilliantly executed campaign that will be t...

Mail Brands_M&S Partnership 2015

Mail Brands / M&S

Primesight

Client: Primesight

This was a year of unparalleled brand development at Primesight. Thanks to our investment in our people our profits were unbeatable, our continued expansion in digital and technology was market-leading and our win of the Manchester Airports Group contract ensured that our agencies and advertisers will have better than ever access to customers a...

Facebook Media Brand of the Year

Client: Facebook

If 2015 saw Facebook become an integral part of the UK media industry, 2016 was about confidently taking a leadership positon through bold product innovation and an unparalleled commitment to our advertising partners.

We did this by becoming the platform to make sense of the consumer revolution in mobile video – conclusively demonstrat...

ITV: Where Brands Live

Client: ITV

Here’s how “Where Brands Live” stopped being just a marketing strapline and started driving our entire sales strategy, helping us behave like the brand we aspired to be.

Exterion Media

/ Exterion Media

VICE

/ VICE

ITV: Where Brands Live

Client: ITV

2016… when we knitted an entire ad break from wool, Ant & Dec became car salesmen, Aunt Bessie's hit the jungle, we formed a new business and we ditched the Upfronts to launch a starstudded ITV Gala. This was an unprecedented year of work, where our team smashed all previous records for the 5th year run...

Channel 4

Channel 4

Owners and Agency

#SuzukiSaturdays

the7stars

Client: Suzuki

To give Suzuki a voice proven to get the country giggling the7stars struck a deal with ITV AdVentures to use the Saturday Night Takeaway IP. It gave unprecedented access to Ant & Dec and the use of pranks and challenges used in the show itself. This approach is certainly a UK TV first, and we believe it to be a global first. 


Scope - End the Awkward

MediaCom

Client: Scope

Imagine the humiliation of being patronised or ignored every day, just because others feel awkward around you. That’s the real situation for the majority of disabled people in the UK. So Scope, MediaCom & Channel 4 worked together to create the “End the Awkward” campaign to make a real difference to the nation.


Camelot's 'Play Makes it Possible'

ITV

Client: Camelot

Here are this year’s award-winning lottery numbers…

264 different pieces of content, featuring 10 charities, chosen from 450,000 good causes. Here’s how ITV helped Vizeum and Storylab to bring Camelot’s most powerful stories to the nation, growing awareness of their funding of good causes by 12%...

Aviva - Driven to Distraction

Channel 4 and The Telegraph / Aviva

The Telegraph and Nikon 'The Moment'

Telegraph Media Group / Nikon

The Telegraph and Shell 'Love Your Car'

Telegraph Media Group / Shell

A Helluva Tour

Channel 4 / Foster's

DFS: transforming from value to quality

MediaCom

Client: DFS

DFS has always been a well known British brand, but not always well loved. In fact many people were actively irritated by DFS. Over 5 years we’ve increased ‘brand love’ by 71% whilst improving ROI by 32% for one of the UK’s largest advertisers.

The Art Pass – A profitable marketing product

the7stars

Client: Art Fund

At a time when the arts receive just 1% of charitable donations, the Art Fund has grown its membership and revenue significantly. Our campaign has delivered an incremental profit of £12.9m, which equates to a return on marketing investment of £4.07 for every £1 spent. 

DLG The Fixer

MediaCom

Client: Direct Line Group

Direct Line Group rebooted its flagship brand as the ultimate ‘Fixer’. We took this concept beyond the world of insurance,
helping to fix the things that go wrong in people’s everyday lives. Direct Line reversed its long-term decline, returning to growth two years after the campaign launched....

Fixing the funnel to fill the tunnel

OMD UK / Eurotunnel Le Shuttle

Sky AdVance

Sky Media

Client: Sky Media

Media agencies do a great job creating

and buying integrated media plans which aim to stitch

TV and online campaigns together in synchronised

harmony. However precise control over what individual

consumers experience is extremely difficult to

accomplish in practice - and yet consumers’ individual

journeys and brand exposures...

Sugar Smart

MEC

Client: Public Health England

England is facing an obesity epidemic. Children are eating three times the recommended amount of sugar to the point that 1/5th of children are overweight when they start primary school. No parent wants this. So how do you help mums and dads to spot the sugary food and drinks? By creating an app which visualises the sugar in food and drink by simply...

Justin Bieber - Purpose

MediaCom

Client: Universal Music

At the start of 2016, three of Justin Bieber’s singles were on constant radio rotation – but sales of his album had plateaued. So to convert airplay into sales, we created an innovative outdoor campaign that reacted in real time to radio airplay. Every time a Bieber single played on the radio, digital billboards across Londo...

Coca-Cola - Rewarding Smiles

MediaCom / Coca-Cola

Digital Health Stop

MEC / Public Health England

Instant Ads

Metro / Metro Story

Encouraging viewers to watch Paint Dry...

BJL, 4Creative, Mediacom

Client: Ronseal

To gain maximum cut-through, many brands work with Channel 4 on ad-break takeovers to disrupt viewing and make as much noise as possible. So why not turn that idea on its head? On the Friday before Mayday Bank Holiday – a time where the public are considering DIY projects - we created the ‘world’s most honest ad break’ a...

NHS Blood Missing Type

MediaCom

Client: NHS Blood

A world without the letters A, O, B

During National Blood Week 2015, NHS Blood and Transplant launched a disruptive campaign to capture the nation’s attention and highlight the need for new blood donors. ‘Missing Type’ removed the As, Os and Bs from media, brands, high profile places and famous street si...

The Queen's 90th Birthday Ad Break

ITV Coronation Street Production Team, ITV Brand Marketing, ITV Creative, James Grant Management, Zenith, Mindshare, PHD,

Client: Plenty, Ribena, Universal Music, Walkers Crisps, McCain, Admiral, Hovis, Mr Kipling, Cadbury's Milk Tray, Dr O

The Milk Tray Man, Juan Sheet and Keith Lemon probably aren’t the first 3 names the Queen thinks of when planning her birthday fun. But, they topped our Corrie street party guest list to put a media first in our hands, bringing 10 brands and media agencies together for the first time in an ad break with the best bra...

Text Santa's Knitted Ad Break

Text Santa, ITV Creative / Amazon, BT, Dreams, DFS, Nationwide, British Gas

Hunted

OMD UK / Channel 4

Uncompromisingly good media

Manning Gottlieb OMD / Waitrose

Justin Bieber - Purpose

MediaCom

Client: Universal Music

At the start of 2016, three of Justin Bieber’s singles were on constant radio rotation – but sales of his album had plateaued. So to convert airplay into sales, we created an innovative outdoor campaign that reacted in real time to radio airplay. Every time a Bieber single played on the radio, digital billboards across Londo...

NHS Blood Missing Type

MediaCom

Client: NHS Blood

A world without the letters A, O, B

During National Blood Week 2015, NHS Blood and Transplant launched a disruptive campaign to capture the nation’s attention and highlight the need for new blood donors. ‘Missing Type’ removed the As, Os and Bs from media, brands, high profile places and famous street si...

The SUMMERbible

OMD UK

Client: PepsiCo

In 2015 Doritos was looking to ignite the brand. Say hello to ‘For The Bold’, positioned to inspire the public to embrace the unplanned.

Partnering with The LADbible, we sent their employees a series of challenges that would bring out their ‘inner bold’. These challenges played out live across social media and saw...

Personalised Shirts

Maxus / BT Sport

The sweetest ever ad break

Channel 4 / McVitie's

#RedCups - Let the season begin

Manning Gottlieb OMD / Starbucks UK

#RedCups - Let the season begin

Manning Gottlieb OMD / Starbucks UK

Sharing the gift of reading at Christmas

PHD

Client: Sainsbury's

To share the gift of reading at Christmas, Sainsbury’s created Mog’s Christmas Calamity, a new children’s book by Judith Kerr.  The book was turned into a 3 min TV ad which we launched simultaneously on 83 different TV channels, reaching 84% of the UK TV audience in just one airing.  In the run up to Christma...

Churchill Lollipoppers

MediaCom

Client: Direct Line Group

We all remember Lollipop men & women keeping us safe as we crossed the road as kids. Tragically, due to law changes and budget cuts, the number of Lollipoppers has plummeted. So we launched a campaign for Churchill with 4 media partners, asking people to nominate their schools to get their own Lollipopper. We expected 500 schools to...

Aunt Bessie's: Making ITV Tummies Rumble in the Jungle!

ITV

Client: Aunt Bessie's, ITV, Vizeum, The Story Lab, VCCP, Zeal

A food brand sponsoring a show where kangaroo testicles are top of the menu sounds like a terrible idea. But, by borrowing Ant & Dec’s approach to jungle observations, Aunt Bessie’s own double act – Margaret and Mabel – would drive sales growth by entertaining the nation around the campfire’s...

The Queen's 90th Birthday Ad Break

ITV / Various

Lynx #BiggerIssues

Mindshare UK / Unilever

Research

How people buy

Newsworks

Client: Newsworks

Newsworks took a behavioural economics approach in a multi-stage study of how people discover and choose brands. In partnership with Flamingo, Tapestry and Dr Nick Southgate, we examined the consumer decision journey, with a focus on the roles of different media channels along the path to purchase. The findings have been developed ...

Strike a Chord: how music enhances brand communication

Radiocentre

Client: Radiocentre stakeholders

As part of Radiocentre’s ongoing programme of research designed to enhance perceptions of radio as a brand-building medium, this ambitious study set out to understand specifically how music communicates for advertisers. By demonstrating how music - when used consistently - can improve the effectiveness of brand advertising, Strike a C...

Persuade and protect: helping regulators improve advertising Ts&Cs

Radiocentre

Client: Radiocentre stakeholders

Radio advertising suffers disproportionally from the negative effects of Ts&Cs and loses around £120m a year as a result.  Radiocentre has run a proactive lobbying campaign since 2012 to reduce overcomplicated terms and conditions in advertising and improve the listener experience. By quantifying how ineffective current warnings are ...

The battle for attention

Newsworks / Newsworks

OutPerform by Outsmart

Outsmart / Outsmart

Building Box Office Brands

Digital Cinema Media / Media Agency Partners

NatWest Brand Contribution

Zenith

Client: NatWest

The NatWest Brand Contribution Programme helped pave the foundations for a new approach to the bank’s marketing investment. It comprised multi-agency collaboration and the successful integration of a diverse range of data sources into a multi-faceted modelling framework to deliver an in-depth evaluation of both the short and long-term impact ...

Moonpig - Econometrics

MediaCom / Moonpig

Thinkbox - TV Response: New Rules, New Roles

MediaCom / Thinkbox

Gumtree Econometrics

the7stars / Gumtree

Argos

Sky Media / Argos

Mum's the word

PHD

Client: Sainsbury's

Sainsbury’s research discovered the shocking extent to which Mother’s Day is ‘over’ for most Mums almost before it starts. Whilst the research informed a media plan designed to help Dad and the kids’ deliver a Mother’s Day surprise that would make her day, the impact of its findings went beyond media to actua...

The Passive Passion of Music Fans

the7stars

Client: Warner Music

In a world first, the7stars added Passive Mobile activity tracking to their Lightbox music fan community, gathering more than 20k lines of behavioural data and unearthing ‘real’ opposed to ‘claimed’ insights into music purchase and listening patterns. This unrivalled insight gave a significant return to the Warner Mu...

Modal Britain, the new modern mass market

Trinity Mirror

Client: Trinity Mirror Solutions

Trinity Mirror’s portfolio of national and regional newsbrands, reach a compelling audience of 40.1m each month. But in a fast-declining print advertising marketplace, we needed to fight harder for revenue from a diminishing pot – challenged by agencies’ negative perceptions of ‘red-tops’ and disinterest in reg...

New Look - Hot or Not

Zenith / New Look

Millennial Rules

Metro & MailOnline / Metro

Laura Garratt

OMD UK

Vauxhall MOKKA - From Insight to Delight

Carat / Vauxhall

Sky - Start of Season

MediaCom

Client: Sky

Football fans are as tribal as it gets. If you live in Manchester and support Man U then seeing Man City score a goal makes you sick to the stomach & vice versa. So when Sky Sports launched the new football season, we only showed fans highlights for THEIR club! Purchase intent grew 40%.


Project Tarantula

Channel 4

Client: Channel 4

The Project Tarantula process is unique to Channel 4, generating premium demographic inventory by leveraging the impressive 13.5M viewer database and giving us an unmatched data source to understand viewer profiles, behaviours and preferences in the VoD space.

Whilst the science under the hood is complex, the overall idea is simple&#...

Tesco: winning the politics of the grocery market

MediaCom

Client: Tesco

Tesco: winning the politics of the grocery market 

To fight the threat of European discounters, we adopted a politically-inspired targeting strategy to win back the hearts and minds of the UK’s most fickle grocery shoppers.

Argos

Sky Media / Argos

DisplayLift

MEC UK / Various

Influencing the influencers

Manning Gottlieb OMD / Shelter

Best of the Best

Gold: Nat Poulter

Mail Brands

Nat plays a fundamental role in driving change in how MailOnline approaches programmatic trading. His drive to learn and passion for ad tech has elevated him to Head of Automated Trading at Mail Brands. Nat built the 'MailOnline Unified Auction'  technology and this has been a major contributer to the +70% YoY growt...

Morgan Harrison Doyle

Hearst Magazines UK

Ciara Palmer

Facebook

Gold: Abi Morrish

MEC UK

Abi is head of Digital Engagement for MEC Wavemaker and the creator of the multi-award winning campaign the Netflix FOMOmeter.  Her passion is around connecting small businesses and start-ups with brands and ensuring that media agencies remain an attractive career choices for both millennials and Gen Z generations. She has been awarded both th...

Emma Parrett

OMD UK

Chris Brown

Vizeum UK

Gold: PHD

Media Week Awards 2016

Website Menu