Shortlist

Anti-Pollution Posters

Maxus, Pretty Green, JCDecaux

Client: The Body Shop

The 2016/17 brief from The Body Shop (TBS) had one big problem at its core; TBS simply wasn’t connecting to a younger audience. So to drive sales and footfall in a very cluttered market we needed to revitalise TBS around modern issues. Combining The Metro’s Millennial Rules research with our social listening capabilities, we identif...

Arla: Sky-rocketing snack-sales, the Mobile-First way.

Fetch & Carat

Client: Arla

What TV? The protein-loaded ad campaign which punches well above its muscle-weight. By curating of a well-defined target group and utilizing geo-location features, we were able to deliver a highly engaging and effective campaign for Arla Protein. Known as the ‘Mobile-First Agency,’ Fetch worked with geo-location speciali...

Continuity Bat

DRUM

Client: Warner Bros.

The story of how LEGO Batman became a self-appointed member of Channel 4’s continuity team for four days in the run up to the release of his first stand-alone movie.

Live from Inside the Human Body

MediaCom

Client: Cancer Research UK

There have been many live adverts before. But never live from inside the human body. On 18th January 2017, Cancer Research UK broadcast a colonoscopy live on British TV. Why? Cancer is happening right now. Research is making real progress in the fight against cancer Right now. Our live ad dramatically showed the impact that improved...

Marie Curie: The Extra Hour

UM London, Rapport, Saatchi & Saatchi

Client: Marie Curie

Marie Curie offers end-of-life care to terminally ill people and their families across the country. It's a vital service, but under 40% of people in the UK are even aware they are doing it.  We needed to raise awareness of the hard work and dedication of the Marie Curie Nurses who work through the night, every night, providi...

O2 Coded

Forward Media

Client: O2

O2: Coded We ripped up the blueprint on how to approach a handset launch. Instead of thinking in a formulaic way and using glossy shots, bold claims and big budgets, we used a highly creative targeted solution to speak only to techies in a language only they could understand: Code. We set them one big puzzle on a poster to decipher. T...

Two minute tales

Client: Colgate

In 2016, Colgate relaunched their Smiles toothpastes to challenge the kids toothpaste market leader. To catapult Colgate into the forefront of families’ minds, we created a series of children’s stories - Two Minute Tales. Turning the brushing battleground into a moment of parent-child bonding, addressing the struggle of gett...

Yorkshire Tea - Gruffalo and the Vanishing Wood

Client: Yorkshire Tea

In 2015 Yorkshire Tea, alongside The Woodland Trust, pledged to plant 1 million trees over 5 years. In previous years, activity was limited and hype and buzz around the initiative was low. We needed to engage parents and children with the harsh reality that if we do not look after our environment, our woodlands will disappear. So ho...

Fill Up with Britain's No.1 Performance Fuel

MediaCom

Client: Shell

Most drivers don’t care where they get petrol from, they just want somewhere not too far out of their way. So Shell took over the Waze app, making Shell the default petrol station for Waze users, and re-routed over 67,000 journey’s to Shell for a £32k media investment.

Helping London move freely

the7stars

Client: mytaxi

In Spring 2017, Black Cab app mytaxi (formerly Hailo) was launched in the UK. With virtually 0% awareness vs. 90%  for the market leader – Uber – growing new passenger numbers would require some clever thinking. Our solution was to use mytaxi’s local knowledge and data to target customers when they were most in need of...

On-Demand Advertising

Sky/adam&eveDDB

Client: Manning Gottlieb OMD, John Lewis

Thanks to John Lewis, the British public now consume Christmas ads like entertainment, so why not release 2016’s blockbuster AS entertainment. We launched our campaign with a world first – as content on SKY’s EPG. Complete with behind-the-scenes footage, just like a box set. The results were incredible, with ...

San Miguel Rich List

OMD UK, Pablo London, Clifford French

Client: Carlsberg

Facing a declining lager category and a flooded market, San Miguel needed to reconnect with young drinkers. This audience is motivated by seeing and doing more, while drinking less. ‘Experience’ is the new status symbol for them. So we took the Sunday Times Rich List, and turned it on its head by creating a New Rich List ...

Tap to Flow

MediaCom

Client: Suntory

It's easy to say Lucozade Energy can make your day better, but it’s much better to demonstrate it.  With a first of its kind partnership with TFL we literally gave Londoners a better day - the bottle itself was a free journey. The medium truly was the message for this campaign.  

Very - A Very Dynamic Black Friday

Vizeum

Client: Very.co.uk

On the busiest digital retail day of the year, Black Friday, Very took a counter-intuitive path to success: we ignored the bunfight in digital retail and stole an unfair share of shoppers from a much bigger source. By building a unique presence on the high-street using OOH as a virtual shopfront (for a store that normally exists only online...

Batman Barges In

PHD UK

Client: Warner Bros.

How LEGO Batman barged in across a series of media partnerships to give the UK his unique perspective on life AND deliver UK box office success for his first stand-alone movie.

Paralympics

OMD UK and 4creative

Client: Channel 4

We created Channel 4’s most accessible campaign ever for the coverage of the 2016 Rio Paralympics, smashing their viewing targets and changing the nation’s attitudes to disability for the better. Using technological innovation, pushing media partnerships to their limit and a smart cross-platform video strategy, we got 1 in e...

The Greatest Gift

PHD UK

Client: Sainsbury's

How we used media to celebrate quality time spent together at Christmas and helped raise £500k for Great Ormond Street Hospital. 

The Loneliness Index

Manning Gottlieb OMD

Client: Age UK

When was the last time you spoke to someone? A minute ago? An hour? How about a week ago? It’s a shocking truth that over a million older people in the UK are chronically lonely and regularly go over a month without speaking to anyone. Age UK aim to end this hidden tragedy, not through donations but through a commitment. A commitmen...

This Girl Can Phenomenal Women

MediaCom, Spotify, FCB Inferno, Carat

Client: Sport England

In 2015, This Girl Can used amazing creative to inspire women to take up sport. It was incredibly loved, but in 2017 we needed built on positive sentiment and deliver even more action. Our solution was to turn advocates into activists. 1 in 2 women who saw our campaign took up exercise, proving that activism works better than advertisin...

Best Day of My Life

MediaCom

Client: Shell

We transformed a generation’s opinion of energy providers through an unmissable, global entertainment event, with innovative energy solutions at its heart. 

Cîroc on Arrival

Carat UK

Client: Diageo: Cîroc

If Cîroc was to grow and realise its ambition it needed a communications approach that would maximise the potential of its pan-European budget to cut-through.  In turn, the approach needed to increase brand affinity amongst the Modern Elite (moving the key Millward Brown measure of ‘Meaning’) and ultimately increasing sal...

Deutsche Telekom Lenz

MediaCom

Client: Deutsche Telekom

People only care about mobile network providers when their phone doesn’t work. So we made young Europeans care about Deutsche Telekom by turning magenta, their brand colour, into a media channel. Through a world-fi rst partnership with Gorillaz, we served exclusive and engaging content across millions of new media platforms in 12 ...

Don't Mind if I Baileys

Carat UK, Tasty

Client: Diageo: Baileys

Set against the backdrop of the must-win festive season, Baileys needed to reconnect with modern drinkers in the key markets of UK, Germany, Spain and increase the number of ways that the average consumer enjoys their Baileys. To put Baileys on the front-foot, we would harness the power of influential social food publishers and c...

Re-wiring Expedia's international programmatic strategy

Infectious Media

Client: Expedia

Traditionally, global brands have needed a global media agency with local offices to buy media in each market. However, having lots of local offices causes inefficiencies and fragmentation in a global media strategy, holding back shared learning and the progression of the media strategy. Programmatic technology means that brands can ...

Singing our Way to the Top of the Box Office

MediaCom

Client: Universal Pictures

Imagine launching a brand new animated movie. At Christmas. Against a Disney animation. And a new Star Wars fi lm. We did just that, and opened as the box offi ce number one in 14 countries. How? By introducing the world to Sing and its characters through a fi rst-of-its kind media partnership.

Agency of the year

the7stars

In a year when media was dragged through the mud, some of the biggest clients in the world cast aspersions upon the craft that we hold dear and our industry even made front page news – for the wrong reasons – the7stars continued to grow strongly and our independent spirit shone brightly as, we firmly believe, the leading exa...

An Outstanding Year for Manning Gottlieb OMD

Manning Gottlieb OMD

This is the story of an outstanding year for Manning Gottlieb OMD in what has been a tough year for the media industry on the whole. We’ve focused on two key things – the work and our people – and have seen that focus lead to a year that in many ways has been our best ever… We’ve won £68m of new business. ...

MEC UK

MEC UK

Last year was MEC UK's most successful year ever. In terms of client growth, retention and winning awards.  Our internal ‘Always Ahead’ North Star has driven us to pitch for and win £280m in billings and win 29 Gold industry awards, including our second D&AD, an IPA Effectiveness Gol...

MediaCom's Agency of the Year

MediaCom

MediaCom 2017: against a landscape of disruption, our biggest loss has driven us to our greatest year.

PHD

PHD UK

A very successful year on the back of a very successful year.

The year Goodstuff turned 100

Goodstuff

100% Independent. £100m Billings. 100% Profit increase. 100 Goodstuffers. 100% More creativity. 100% Chuffed. The year Goodstuff turned 100. 

EA and GameSpot: Launch of Battlefields 1

CBS Interactive

For the launch of its new flagship game, Battlefield 1, EA needed a commercial partnership that would get gamers excited about its features and generate widespread social media buzz among their peers in the gaming community. To meet this challenge, EA partnered with top games title GameSpot on a branded content series, which saw ...

Global & The launch of Strongbow Cloudy Apple on Radio X

Publicis Media, Heineken

Client: Heineken

How do you launch the freshest, newest cider on the market when there simply aren’t any pubs fresh or new enough for the job? Simple. You open your own. To announce the arrival of Strongbow Cloudy Apple; Radio X and Heineken joined forces to open a chain of pop-up pubs around the UK to enable thirsty punters the opportunity to enjoy a ...

Global and Mills & Boon - Immersive erotica for the ears.

Global Media & Entertainment

Client: Harper Collins

To launch A Royal Vow of Convenience, the latest book from Romantic fiction publisher Mills & Boon, Global produced a first-of-its-kind 3D audio chapter of the book in binaural sound. 3D audio is immersive – it drops listeners right into a scene or a situation. In the case of A Royal Vow of Convenience, we decided to drop t...

Hijacking Browsing Time

Channel 4, Mediacom, Stink Digital, Sassy, Fresh One, Studio Canal, Monkey Kingdom, Fundog pictures, Full Fat TV & BBC

Client: Pinterest

Pinterest wanted more than just a TV campaign; they wanted a targeted partnership that offered longevity. Audience research showed Channel 4 was not only the audience destination for the themes Pinterest wished to promote, there were also digitally savvy and likely advocates of the platform. Thus, we used actual dialogue from their favourit...

ITV and The National Lottery: I Am Team GB

ITV

Client: The National Lottery

Here’s how ITV helped the National Lottery share its Olympic story with the nation (and helped the nation fight the flab at the same time). As launches go, this wasn’t just our biggest ever... we’d launched the biggest one-day participation event in British history. (By switching ourselves OFF!)  

Not just another programmatic award entry: campaigning to fix a defective ad model

The Guardian

Imagine paying £100 to buy a pair of shoes online. Now imagine paying another £150 for postage and packaging.  That is the state of the programmatic ad market today. Neither the buyer nor the seller has full view of where the money is going at either end and the numbers don’t add up. At the Guardian, we weren't ...

Superhumans Wanted!

Channel 4

Client: Maltesers & over 60 other brands entered

With the Year of Disability and the Rio Paralympic games as our inspiration, we decided it was time to address the under-representation of disabilities within advertising - and what better way of encouraging advertisers to think differently, than to create a competition around the world’s largest ever free advertising campaign. &nb...

Global and Mills & Boon - Immersive erotica for the ears.

Global Media & Entertainment

Client: Harper Collins

To launch A Royal Vow of Convenience, the latest book from Romantic fiction publisher Mills & Boon, Global produced a first-of-its-kind 3D audio chapter of the book in binaural sound. 3D audio is immersive – it drops listeners right into a scene or a situation. In the case of A Royal Vow of Convenience, we decided to drop t...

Live From Inside The Human Body, with Cancer Research UK

Channel 4, Mediacom, Anomaly

Client: Cancer Research UK

How do you demonstrate the real-life immediacy of Cancer care to the UK public through a TV partnership? You show them something live and you put them right at the heart of things. Or more specifically, the anus!

Publisher’s 360 "UOKM8?" content brings honest mental health discussion to youth community

LADbible

A 360-content driven socially conscious campaign to drive the conversation around mental health amongst young people. Reaching over 36 million and driving unprecedented 823k engagements, with a modest budget – spent across video production and minimal limited outdoor  print media - our campaign changed the narrative on an important&#...

The world's first Twitter campaign powered by hearts.

Twitter

Client: British Heart Foundation

To raise awareness for CPR training, we created the world's first Twitter campaign powered by hearts. 

Twitch and Star Trek Beyond

Twitch, MEC

Client: Paramount Pictures

Beaming three influencers into space for a film release is arguably an ambitious idea. That’s precisely what Twitch did on a live stream for Star Trek: Beyond. Three streamers were broadcasting live as usual to thousands of followers. Then, mid-stream, they dematerialized before their viewers’ eyes. Twitch chat and social media ...

Xbox: Forza Horizon 3 4DX

DCM, Empower Media (Carat), McCann London, CRAFT, Cineworld, CJ 4DPLEX

Client: Xbox

Cinema takes advertising to a whole new dimension – 4DX technology added ‘real life’ special effects to make the most epic multi-sensory ad EVER.

Batman Saves C4 Continuity

Channel 4, PHD, Drum

Client: Warner Bros Pictures

Channel 4 conceived a first-of-their-kind advertising partnership, to promote the release of Lego Batman Movie where Lego Batman provided ‘alternative’ Channel 4 continuity announcement, in his own unique, inimitable style. Batman (with the vocal talents of the Films Will Arnett as Batman) worked alongside Channel 4&rsquo...

Facebook & Amazon Prime Video UK

Client: Amazon Prime Video UK

Following a successful first season of the cyber-conspiracy thriller Mr. Robot, Amazon Prime turned to Facebook to launch Season 2. Working closely with Facebook Creative Shop, Amazon conceived a gripping scenario in which “fsociety” – the anarchist computer hacker group at the centre of the show – was able to hac...

Global & The launch of Strongbow Cloudy Apple on Radio X

Publicis Media, Heineken

Client: Heineken

  How do you launch the freshest, newest cider on the market when there simply aren’t any pubs fresh or new enough for the job? Simple. You open your own. To announce the arrival of Strongbow Cloudy Apple; Radio X and Heineken joined forces to open a chain of pop-up pubs around the UK to enable thirsty punters the opportunity t...

Oykos Island Escape Campaign

Northern & Shell, MEC Wavemaker

Client: Danone

Danone wanted to build on the fun tone of its previous campaigns and decided to make the fictional Oykos Island real by giving consumers the chance to win a luxury break there. Client and agency were immediately impressed with our creative suggestions to bring the prize to life and our reach – OK! speaks to 2.1million Oykos consumers every...

Sainsbury’s Transform Channel 4’s Goggleboxers for Christmas Launch

Channel 4, PHD, AMV BBDO, Passion, Studio Lambert

Client: Sainsbury's

Sainsbury’s Christmas adverts had become one of the most hotly anticipated advertising releases of the year, creating real cut through for the brand. However, it was felt that this incredible success did not always translate directly into food sales. For Christmas 2016, we looked to address this by aligning Sainsbury’s with ...

A very special Christmas Launch with C4 and M&S

Channel 4, Mindshare, The Outfit

Client: M&S

In 2016, M&S produced an epic, emotional Christmas ad in a bid to capture the hearts, minds and consideration of the British public. To help reconnect with their core, female audience they placed Mrs Claus at the heart of the ad - a remarkable, modern heroine who embodied the M&S promise; ‘Christmas with Love&rsquo...

ITV and The National Lottery: I Am Team GB

ITV

Client: The National Lottery

Here’s how a TV business – without any Olympic accreditation whatsoever – helped The National Lottery create the biggest participation event in British history. (By switching itself OFF)  

LIDL Surprises, Mail Advertising & METRO

Starcom

Client: Lidl

Lidl presented Mail Advertising and METRO with multiple challenges; To change consumer perceptions, to educate consumers in particular young mums and to do this at scale. Using in depth insight overlayed with Lidl's product schedule we created Lidl Surprises.  Lidl Surprises unveiled the surprising stories behind the produ...

Superhumans Wanted!

Channel 4

Client: Maltesers & over 60 other brands entered

With the Year of Disability and the Rio Paralympic games as our inspiration, we decided it was time to address the under-representation of disabilities within advertising - and what better way of encouraging advertisers to think differently, than to create a competition around the world’s largest ever free advertising campaign.

Challenger brand steps out of the shadows to make an impression

Client: Primesight

‘Make an Impression’ was the Primesight mantra for everything we’ve achieved in the last 12 months – this was the platform upon which we delivered exactly what was needed to continue our market-beating success of previous years. And the results prove it worked: we ‘made an impression’ on the marketplace and ou...

Digital Cinema Media: Media Brand of the Year

Client: UK media agencies

In November 2015, Digital Cinema Media (DCM) launched Building Box Office Brands (dcm.co.uk/why-cinema) as part of its long term multi-milllion pound investment to help advertisers and agencies understand the real value of cinema. This annual report has revealed that cinema delivers unbeatable contributions across four of the five key metrics. ...

ESI Media: Changing Perceptions

Client: n/a

“You guys are the Evening Standard, right?” Wrong…we’re so much more! We had a challenge - we needed to re-inspire and re-educate our people, our brands and our clients whilst standing out in a competitive market. We needed to demonstrate the breadth of our business and our positive restructures, inve...

Global, The Media and Entertainment Group

n/a

Client: n/a

It’s been a big year for Global. Commercially, the company has had its best year ever and audience reach is now over 30m. But that’s only half the story. Scratch beneath the surface and you begin to see just some of the of the work this media brand has undertaken to redefine the audio category. They have engaged the cre...

Instagram: Media Brand of the Year

Client: Instagram

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VICE Media

Client: VICE

Few companies in recent memory have so vastly impacted the media sphere like VICE. Evolving from a free, small-scale punk magazine in Canada to a $5.7 billion juggernaut in just over twenty years, the VICE formula has been the envy and aim of many competitors. VICE’s commitment to content - over multiple screens, for millions of y...

4 Sales - Sales Team of the Year

4 Sales

Client: Channel 4

At 4 Sales, we’ve had another great year - we generated our third year in a row of record revenues for Channel 4 (2016 revenues up 3% in a flat market) and our PL4Y creative approach continued to deliver market-leading innovation, including live stunts for Fox & Cancer Research UK. We also offered the world’s biggest airtime...

A phenomenal 12 months

Client: Primesight

Primesight has had a phenomenal 12 months; we’ve created a clear market position becoming #1 for Billboards, #1 for Airports and #1 for UK OOH coverage. We have done this by listening harder, re-acting swiftly to market conditions, empowering our sales team to deliver a wider portfolio of products and taking innovation to a new le...

Acast: Our Story

Client: Acast

Acast have effectively launched podcasts, one of the fastest growing mediums, commercially in the UK over the past 2.5 years. In this entry period, Acast have transitioned from start up to respected media owner, by signing the very best podcast content & making it accessible to advertisers in new & innovative ad formats...

Clear Channel UK - Sales Team of the Year

Client: Clear Channel UK

In January 2016, we'd lost a contract worth 19% of our gross revenue. 18 months later we've achieved the best H1 sales results Clear Channel UK has ever had, and the last 12 months have been incredibly special... We've established an ambitious vision: to Create the Future of Media, Out of Home. This has seen us revol...

Digital Cinema Media: Sales Team of the Year

Client: UK media agencies

DCM smashes Box Office Records with a critically acclaimed director, award-winning script, star-studded cast and phenomenal technical support. Since launching our strategy three years ago, this final episode of our trilogy has seen DCM achieve a record-breaking revenue performance for the cinema medium over the last 12 month. Revenue...

ESI Media: Not Your Average Commercial Team

Client: n/a

We've had a makeover, changed our focus, laid down strong foundations and won awards in the process.

BEATS: #BeHeard: AJ Fight of the Century

Havas Media, Sky Media, Anomaly, PMG, Laundry Service

Client: Beats by Dre

Beats’ winning formula of Sports + Music is a unique marketing approach in the headphone category, allowing the brand to #BeHeard. To gain exposure and increase sales in the UK, Beats capitalised on the media hype around Anthony Joshua’s era-defining fight with Wladimir Klitschko. They did this by letting fans walk side by side ...

Britain's Next Top Model, The Front Row

Arena Media

Client: A&E Networks, Britain's Next Top Model

Britain’s Next Top Model (BNTM) is one of Lifetime’s flagship shows. In its 11th season, A&E Networks needed a fresh approach to bring new, younger women to its network. But with an array of fashion content available at a single flick, an address of 156 on the Sky EPG and, an audience who don’t want to wait ...

Continuity Bat

DRUM, CHANNEL 4, PHD

Client: Warner Bros.

The story of how LEGO Batman became a self-appointed member of Channel 4’s continuity team for four days in the run up to the release of his first stand-alone movie.

Doors of Thrones

Publicis, Facebook, Instagram + Twitter

Client: Tourism Ireland

Game of Thrones has been filmed on location in Northern Ireland for 6 years.In January 2016, The Dark Hedges - a major Game of Thrones filming location and 400-year-old tourist attraction, was hit hard by Storm Gertrude. Amidst the devastation, one thing remained. Wood. And lots of it.Over 10 weeks, we transformed the trees that fel...

Eat the Week

the7stars

Client: Iceland

Mums are important. For Iceland, they make up large proportion of their customer base. Given they make grocery purchases for multiple members of the household mums have a big impact on overall sales. But the brand had a problem, it wasn’t attracting younger mothers, who were increasingly pulled towards competitors which were...

The Power of One x The Power of Many

Drum/Indy 8

Client: Manning Gottlieb OMD, Age UK

When was the last time you spoke to someone? A minute ago? An hour? How about a week ago? It’s a shocking truth that over a million older people in the UK are chronically lonely and regularly go over a month without speaking to anyone. Age UK aim to end this hidden tragedy. Our inspiration came from an unlikely source, Josef Stal...

#SuzukiSaturdays

the7stars

Client: Suzuki Cars

Our challenge has always been how we can distinguish Suzuki within a cluttered and competitive market, and any direction we take will ultimately be assessed by the sales it delivers. Suzuki resonates with people who don’t take themselves or their cars too seriously. Owners are more likely to be ‘the fun one in the group’ wh...

Christmas is for Sharing

PHD UK

Client: Sainsburys

This is the story of how Sainsbury’s ‘Christmas is for Sharing’ strategy delivered a strong ROI across a three year period. With competitors focusing on price promotions at a cost to their bottom line, we differentiated ourselves by rooting our strategy in innovation and collaboration with trusted media partners.

Ending the Silence

adam&eveDDB/Drum

Client: Manning Gottlieb OMD, Age UK

When was the last time you spoke to someone? A minute ago? An hour? How about a week ago? Across the UK more than half a million older people regularly go over a week without seeing or speaking to anyone, and over 1.2million are chronically lonely. But, how do you get the nation to care about a topic that people really don’t wan...

Missing Type

MediaCom

Client: NHS Blood & Transplant

In 2015, with new donors down 40% over the past decade, England was faced with a blood donation crisis. We highlighted this urgent need by getting iconic brands and places to drop As, Os and Bs from their names. As a result, 30,000 new donors signed up. But this isn’t only a problem in the UK; in 2016 we went global - 21 c...

Snickers You're Not You When You're Hungry

MediaCom

Client: Mars

When you get a brand platform right the whole world becomes an ideas department on your behalf. For 5 years every media channel and millions of everyday people have told Snickers’ You’re Not You When You’re Hungry story and established it in the UK’s vernacular, significantly increasing sales.

Stoptober

Client: Public Health England

Smoking kills more people in England than any other cause of preventable death. Worryingly in 2012, the number of people quitting had reduced every year since 2007. To combat this, we created Stoptober, the world’s first mass participation quitting event. Over the last five years we’ve evolved Stoptober using the latest tech...

Good Food for Every Mood

Carat

Client: Philladelphia

Philadelphia is a much-loved brand with mass appeal. However, it is a product that can appear old fashioned. To grow, it needed a new approach that would help it increase penetration and made it relevant to a wider range of consumption opportunities. By harnessing the power of Facebook Messenger, we developed an innovative solution t...

Hotels.com - Please Skip our Ad

m/SIX

Client: Hotels.com

Hotels.com hugely value the benefits of an online VOD catch-up environment and wanted to push the boundaries in a new and innovative way. Having capitalised on the UK’s unique sense of humour, they recently introduced their goofball brand ambassador to the UK, ‘Captain Obvious’. Using his humorous tone of voice, M/SIX&...

Humans Series 2

OMD UK, 4creative and Facebook

Client: Channel 4

To launch the second series of Humans, Channel 4’s highest rating UK originated drama launch of all time, we created an almighty product recall campaign, acting in every way like a real brand. The centre piece of this recall was a European entertainment first; we programmed an AI-powered Facebook Messenger chat bot to give viewers...

Live from Inside the Human Body

MediaCom

Client: Cancer Research UK

There have been many live adverts before. But never live from inside the human body. On 18th January 2017, Cancer Research UK broadcast a colonoscopy live on British TV. Why? Cancer is happening right now. Research is making real progress in the fight against cancer right now. Our live ad dramatically showed the impact that improved...

On-Demand Advertising

Sky/adam&eveDDB

Client: Manning Gottlieb OMD, John Lewis

Thanks to John Lewis, the British public now consume Christmas ads like entertainment, so why not release 2016’s blockbuster AS entertainment. We launched our campaign with a world first – as content on SKY’s EPG. Complete with behind-the-scenes footage, just like a box set. The results were incredible, with ...

The world's first Twitter campaign powered by hearts.

Client: British Heart Foundation

To raise awareness for CPR training, we created the world's first Twitter campaign powered by hearts. 

The world’s first audio personalised advert…now that’s scary!

Channel 4, Mindshare, Innovid, Freewheel

Client: 20th Century Fox

Following the world’s first personalised video campaigns such as Cannes Lion winner ‘Share a Coke’ where C4 targeted its 15m registered users with named bottles, we wanted to push personalisation up a gear. We wanted to test the hypothesis commonly known amongst the psychology community as the cocktail party effect, where ...

Continuity Bat

Channel 4, PHD, Drum

Client: Warner Bros Pictures

The story of how LEGO Batman became a self-appointed member of Channel 4’s continuity team for four days in the run up to the release of his first stand-alone movie.

ITV and The National Lottery: I Am Team GB

ITV

Client: The National Lottery

If creativity is about taking risks and doing things differently... then here’s the tale of a TV business that created the biggest one-day participation event in British history. (By switching itself OFF!)

Paralympics

OMD UK and 4creative

Client: Channel 4

We created Channel 4’s most accessible campaign ever for the coverage of the 2016 Rio Paralympics, smashing their viewing targets and changing the nation’s attitudes to disability for the better. Using technological innovation, pushing media partnerships to their limit and a smart cross-platform video strategy, we got 1 in e...

Continuity Bat

PHD UK, DRUM, CHANNEL 4

Client: PHD UK, DRUM, CHANNEL 4, Warner Bros.

The story of how LEGO Batman became a self-appointed member of Channel 4’s continuity team for four days in the run up to the release of his first stand-alone movie.  

Fill Up with Britain's No.1 Performance Fuel

MediaCom & Waze

Client: Shell

Most drivers don’t care where they get petrol from, they just want somewhere not too far out of their way. So Shell took over the Waze app, making Shell the default petrol station for Waze users, and re-routed over 67,000 journey’s to Shell for a £32k media investment.  

Live from Inside the Human Body

MediaCom, Channel 4, Facebook, Anomaly

Client: Cancer Research UK

There have been many live adverts before. But never live from inside the human body. On 18th January 2017, Cancer Research UK broadcast a colonoscopy live on British TV. Why? Cancer is happening right now. Research is making real progress in the fight against cancer right now. Our live ad dramatically showed the impact that improved...

Marie Curie: The Extra Hour

UM London, Rapport, Saatchi & Saatchi

Client: Marie Curie

Marie Curie offers end-of-life care to terminally ill people and their families across the country. It's a vital service, but under 40% of people in the UK are even aware they are doing it.  We needed to raise awareness of the hard work and dedication of the Marie Curie Nurses who work through the night, every night, providi...

The most accessible break ever!

Channel 4, Dentsu Aegis, Havas, MediaCom, Starcom, ZenithOptimedia, 4Creative

Client: British Gas, Nationwide, O2, Allianz, Mars, Flash, Samsung

We partnered with seven advertisers (Allianz Insurance, British Gas, Flash, Maltesers, Nationwide, O2 and Samsung) to deliver the most accessible ad break in history, with each ad fully signed by deaf artist and actor David Ellington. David (who also starred in the signed version of Channel 4’s We’re The Superhum...

Veterans' Gateway

VCCP Media

Client: Royal British Legion

When leaving the Armed Forces, ex-service personnel can face a variety of challenges adjusting to ‘civvy street’. Many struggle to get the support they need around personal finance, employment and health, finding it hard to navigate over 2,500 charities specialising in the service community. Veterans’ Gateway (VG) ...

Getting Gogglebox Animated about Sainsbury’s Christmas Food

CHANNEL 4, PHD UK

Client: Sainsbury's

How we transported the stars of Gogglebox into Sainsbury’s animated Christmas world with a unique content partnership to promote the supermarket’s Christmas food range. 

Global & The launch of Strongbow Cloudy Apple on Radio X

Heineken, Publicis Media

Client: Heineken

  How do you launch the freshest, newest cider on the market when there simply aren’t any pubs fresh or new enough for the job? Simple. You open your own. To announce the arrival of Strongbow Cloudy Apple; Radio X and Heineken joined forces to open a chain of pop-up pubs around the UK to enable thirsty punters the opportunity t...

ITV and The National Lottery: I Am Team GB

ITV, Vizeum

Client: The National Lottery

This is a story of mass collaboration: ITV, The National Lottery, the British Olympic Association, UK Sport, Join In UK and 2,624 sports clubs who came together to create the biggest ever participation sporting event in UK history.

San Miguel Rich List

OMD UK, Pablo London, Clifford French

Client: Carlsberg

Facing a declining lager category and a flooded market, San Miguel needed to reconnect with young drinkers. This audience is motivated by seeing and doing more, while drinking less. ‘Experience’ is the new status symbol for them. So we took the Sunday Times Rich List, and turned it on its head by creating a New Rich List ...

Team work makes the dream work

MEC UK

Client: Freeview

The way Freeview is funded means that marketing is limited to spot advertising on C4 and ITV. Competitors use the full range of touchpoints to influence choosing a TV provider; we cannot. If you can’t outspend the competition you need to outsmart them. Collectively, Freeview, MEC, Anomaly, ITV and Channel 4 delivered wha...

ACT: Action Counters Terrorism

MediaCom

Client: National Counter Terrorism Policing HQ

The terrorist threat in the UK has now been at ‘severe’ since late 2014.  Tragically, 2017 has seen four terrorist attacks.  The Police need the public to be their eyes and ears to help identify what could be the fi nal piece of the puzzle to revealing a terrorist threat.  Through an innovative Global Radio partnershi...

Global and Mills & Boon - Immersive erotica for the ears.

Client: Harper Collins

To launch A Royal Vow of Convenience, the latest book from Romantic fiction publisher Mills & Boon, Global produced a first-of-its-kind 3D audio chapter of the book in binaural sound. 3D audio is immersive – it drops listeners right into a scene or a situation. In the case of A Royal Vow of Convenience, we decided to drop t...

How Ed Sheeran broke records...and the charts

the7stars

Client: Atlantic Records

After spending a full 12 months away from the spotlight no fan had heard anything from Ed Sheeran. He’d not only not released any new music, but he had spent a full year off of all social channels. The challenge from Atlantic Records was to use audio in media to tease and reveal that Ed Sheeran was back with not one, but two new si...

The world’s first audio personalised advert…now that’s scary!

Channel 4, Mindshare, Freewheel, Innovid

Client: 20th Century Fox

Our big idea was to create the world’s first broadcast advert that used audio named personalisation to grab viewers’ attention like never before and perhaps scare them in to going to watch Alien Covenant by showing them the horrifying trailer then telling them by name to ‘RUN’...

This Girl Can Phenomenal Women

MediaCom, Spotify, FCB Inferno, Carat

Client: Sport England

By identifying lapsed exercisers and creating a virtual training buddy, we transformed audio from creative support to campaign star for This Girl Can, inspiring one in two women who experienced our work to get sweating.

Getting Vocal

d.fferento/ogy

Client: Radiocentre

Executive summary “Before I open my eyes I’m talking to Alexa. Alarm off. Radio on. What’s the weather today?” In just a few months since the launch of the Amazon Echo (and more recently Google Home), voice-activation has gone from being a rarely-used smartphone feature to mainstream, second-nature technology. We ...

IMPACT: Measuring the ROI of offline sales

Aimia, i2c, MTM

Client: IAB UK

Digital has always enjoyed a relatively high level of accountability. As soon as advertisers could tag online checkout pages they were able to tie sales back to those who clicked on their ads. This was all amazing if you were lucky enough to be a business selling things online, but what if you were not? Spare a thought for your typical FMCG ...

Newsbrand effectiveness - the evidence

Benchmarketing, Peter Field consulting, BDRC Continental

Client: Newsworks

Newsworks used meta-analysis and original research to establish that, in the modern multi-media landscape, newsbrands are incredibly effective at supercharging campaign effectiveness. Our effectiveness programme has produced compelling and consistent results.  Campaigns that include newsbrands are more effective at delivering a return ...

Radio: The Brand Multiplier

d.fferento/ogy

Client: Radiocentre

Until being voted the best medium for building brand fame at this year’s Media 360, commercial radio has typically been typecast as short-term tactical medium. So what changed? In support of a broader marketing campaign designed to encourage more ambitious brand-led use of radio, this study set out to challenge the notion that brand-b...

Short-termism risk long term advertising effectiveness

Magnetic

Client: Enders

Magnetic’s challenge was to deliver effectiveness research that would change attitudes and ultimately behaviour, with investment in many established channels including magazines under pressure. Our study needed to galvanise, challenge and break with convention. We chose to target a new senior level audience - CEO’s - and reframe...

Who won Black Friday?/ Who won Christmas?

Lumen

Client: Newsworks

Attention is a scarce commodity in today’s media environment of 24/7 consumption, multi-screening, multi-tasking and multi-platform. Add the associated issues of blocking, bots and questionable visibility and there’s real doubt about who actually sees which ads. With advertisers looking to maximise sales opportunities during...

c2c econometrics

Client: c2c

Econometrics can provide incredible insight however this insight only has value if its applied to the marketing mix. This is exactly what c2c have done. Through embedding econometrics at the heart of their evaluation framework and their planning process we have been able to identify efficiencies in the whole marketing mix from media weights and pha...

DFS Econometrics

MediaCom

Client: DFS

Econometrics has been at the heart of DFS media planning over the last 6 years, helping to answer big business questions, inform decision-making and media recommendations. The improvements to media from econometrics learnings have sold an incremental 110,000 sofas, delivered revenue of £165M and an astonishing 65% improvement ...

Domino's Greatness Econometrics

Arena Media

Client: Domino's Pizza Group UK

A host of competitors had copied Domino’s marketing model over the years so when our dominance of the category waned, we decided to change the game. We conducted numerous econometric studies exploring big strategic issues for Domino's around communications, local vs national, performance marketing and pricing. It's give...

How to build the big picture from small insights

MediaCom

Client: Moonpig

Moonpig are an e-commerce advertiser, they’re really good at short-term response effectiveness. They live and breathe in the “now”. We persuaded them to take brand advertising seriously based on the facts, facts that they hadn’t considered previously. We invented a “supercharged” econometric modelling sys...

Tesco Mobile Econometrics

MediaCom

Client: Tesco Mobile

Tesco Mobile’s trade focussed print ads weren’t delivering cost effectively and money as they used to. But MediaCom weren’t ready to give up on print just yet. So we totally changed how we used print, used Econometrics to measure the new strategy – and increased effectiveness by 90% as a result. Print is now back at the ...

AV Fusion - not all impacts are created equal

Client: NA

Technology has changed everything in AV, but the industry’s approach to planning hasn’t. Measuring the incremental reach delivered via an increasingly complex and automated set of “pipes” is only part of the story – AV Fusion is bringing the “poetry” back to our clients biggest budget line. Not al...

Hive Alpha

Client: Trinity Mirror

We’ve built a proprietary tool that enables us to explore content trends beyond obvious analytics – enabling our branded content (Invention) clients to reach larger audiences organically.  Combining data from dozens of different sources, HiveAlpha has become a real-time planning and content creation tool enabling us to deriv...

Podcasting: Niche no more

Client: the7stars

The audio landscape has been undergoing consistent change with the advancement of technology.  The combination of new formats, devices and resulting impact on audience behaviours has revolutionised the way we consume audio content.  Podcasting is not a new phenomenon, and yet it remains a relatively untapped media channel in th...

Shh don't mention the iPhone 7

Client: Vodafone

To achieve stand out during the launch of a new iPhone, Vodafone took the unprecedented decision not to mention the iPhone, or Apple, in this campaign. We ran surveys across all networks to identify 150,000 people in-market for a new iPhone. We targeted them with creative that did not mention the iPhone, just that Vodafone ha...

Very - Very Exclusive Launch: Outsmarting the old guard with a killer insight

Vizeum

Client: Very.co.uk

It turns out Tuesdays are the new Saturdays. More than 10 years after ASOS introduced free returns, the way we buy fashion has changed; no longer do we buy on the weekend for the weekend. In 2016, we’re ordering on the Tuesday so we’ve time to try on and return ahead of the weekend. It was this insight that powered our launch of...

#BecauseYum

Carat

Client: Kellogg's

In 2015, only 4% of all ready-to-eat cereal was claimed to be eaten outside of breakfast time in the UK. Kellogg’s ambition is to double this figure by 2020, so it tasked its agencies to deliver this growth by positioning its cereals as a snack that can be eaten at any time of day. Armed with Leo Burnett’s creative idea: &ldq...

Helping London move freely

the7stars

Client: mytaxi

In Spring 2017, Black Cab app mytaxi (formerly Hailo) was launched in the UK. With virtually 0% awareness vs. 90%  for the market leader – Uber – growing new passenger numbers would require some clever thinking. Our solution was to use mytaxi’s local knowledge and data to target customers when they were most in need of...

Paint Pro's - dynamic colour matching

Client: B&Q

B&Q wanted to raise awareness of its unique, superior colour matching product Valspar, while overcoming negative perceptions about less accurate products in the market. Dynamic ad units were placed within editorial articles to demonstrate the accuracy of Valspar’s technology, continuing the experience onto the B&Q websi...

See What's Happening

PHD UK

Client: Twitter

How we used data to create a real-time media approach that reacted to the news as fast as Twitter does.

This Girl Can Phenomenal Women

MediaCom, Spotify, FCB Inferno, Carat

Client: Sport England

By identifying lapsed exercisers and creating a virtual training buddy, we transformed audio from creative support to campaign star for This Girl Can, inspiring one in two women who experienced our work to get sweating.

Akama Ediomi-Davies, Head Of Brand Performance, AOL UK

Client: Oath

Akama is one of the best talents in the media industry today. Akama has had a meteoric rise since he joined AOL in September 2013 as an Account Manager.  He was promoted to Key Account Manager in April 2015, Programmatic Lead April 2016 and earlier this year was promoted to Head of Brand Performance in February 2017. Outside AOL Akama has ...

Ciara Palmer (Facebook) - Rising Star

Client: Facebook

Since being shortlisted for the Rising Star award in 2016, I’ve had a big year with lots of success and changes. The biggest call out would be leading all the media planning of EE’s largest-ever campaign with Facebook. I’ve also relocated to London and taken on the Luxury Retail book of business to help scale performance marke...

Digital Cinema Media: Rising Star - Anastasia Takis

Client: UK media agencies, cinema exhibitors and clients

The past 10 years in media have been an incredible journey. From sponsorship assistant to sales exec, to marketing manager, to setting up DCM’s first Events & Activations department. My goals are to create money-can’t-buy experiences that raise the profile of the cinema medium and give people true moments of happiness and es...

Jamie Doubleday: Getting the ball rolling on the Guardian's sport proposition

The Guardian

In a declining market I have worked tirelessly to build up the Guardian’s sport credentials, taking our under appreciated proposition to market and gaining recognition of our story as a credible and respected player in sport. Since my promotion to head of commercial sport last year, the Guardian have earnt a 34% year-on-year grow...

Andrew Darby

Manning Gottlieb OMD

Andrew is Client Business Director at Manning Gottlieb OMD, responsible for delivering leadership, award winning media planning and excellence in client relations for John Lewis & John Lewis Financial Services. Andrew has was responsible for creating and leading the delivery of one of the biggest advertising campaigns in the UK in 2016 ...

Becci Dive

PHD UK

Award-winning media planner at PHD. Aspiring Bee Keeper   

Crissy Sealy

Client: NA

Crissy Sealy Team Red Business Director, MEC UK

Guy Vernon

Client: NA

Guy Vernon Team Red Account Director, MEC UK

ITV and The National Lottery: I Am Team GB

ITV

Client: The National Lottery

No-one Should Have No-One

Manning Gottlieb for Age UK

The award for Modal Britain's Best looks at how Modal Britain, the modern mass market, view brands and advertising campaigns. It is a key pillar that underpins the work done at Trinity Mirror. For this award, Trinity Mirror spoke to a nationally representative sample of over 1,000 consumers drawn from across the UK. They...