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 were asked to review a number of campaigns selected by agencies, asking them to select the winner based on which campaign they felt grabbed their attention, was the most memorable and ultimately made them think differently about the product or service being advertised.
The winner was:
No-one Should Have No-One from Manning Gottlieb for Age UK.