2019 Media Creativity

#TogetherAgainstHate
Nationwide, McCain, Maltesers

Nationwide champions real, diverse people in its advertising but increasing levels of online abuse - racist, homophobic and bullying, directed at its campaigns, prompted the building society to make a stand with its #TogetherAgainstHate campaign.

Nationwide partnered with Channel 4 - a brand also committed to diversity, to highlight the scale of online abuse, appeal to people’s consciousness and spark a conversation among people. McCain’s and Maltesers also came on board to collaborate on the project, an ad- break takeover featuring a selection of genuine online hate received by real people, showcased during an ad break of Gogglebox.

Each brand’s advert featured a bespoke overlay with quotes of real online abuse individuals had received. The Nationwide ad featured racial abuse with an effect simulating mould, the Maltesers ad featured disability abuse with a digital distortion overlay whilst McCain’s featured homophobia with a cracked glass overlay. A Channel 4 continuity announcer introduced the ad break, encouraging viewers to question why online abuse isn’t taken as seriously as face-to-face hate. 

The ad break reached 2.8 million adults, was credited with helping to instigate a positive change in behaviour and trended number one on Twitter, receiving widespread coverage.

Silver 
ITV
ITV & MIndshare: M&S Food and Britain's Got Talent - M&S Food

M&S Food is well established for special occasions but less so for the average family’s Saturday night in, eating dinner together and enjoying television. It needed to broaden its appeal and took on its first-ever fully integrated TV partnership with Britain’s Got Talent. The campaign featured more than 70 on-screen sponsorship idents, featuring a range of M&S Dinner Tonight solutions, while BGT judges and presenters Ant, Dec, David Walliams, Alesha Dixon and Amanda Holden each became the voices of animated characters in the form of tableware and condiments. Footage of a giant Percy Pig auditioning for the show was also shared. Sales of the products featured increased, with some selling out. 

Bronze 
Initiative
Amazon Fire TV - Amazon

Amazon’s Fire TV has Alexa built in, so people can ask her questions that pop up while they are watching TV. The campaign demonstrated the power of Alexa and Fire TV, using key moments in British television to bring it to life. Content from some of the nation’s favourite shows was licenced through partnerships with Channel 4 and ITV, with recreated clips of the shows shown through Fire TV. Six ads showed a little content; the show was then paused to ask Alexa a question, demonstrating what Fire TV is capable of. This content sat alongside the shows and matched the content in the shows to the respective Fire TV ad. There was a 29% increase in people learning something new about Fire TV.

Finalists 

Goodstuff: Strangers launch - Cantonese Confusion - ITV
Manning Gottlieb OMD: Elton John Lewis - John Lewis & Partners 
Initiative: Carlsberg Probably NOT - Carlsberg

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