Media Idea - Over £1m

Channel 4


#GetTheInsideOut with Lloyds - Lloyds

Channel 4’s Diversity in Advertising Award challenges advertisers to address hidden disability in their campaign. In 2017, the prize of £1m of commercial airtime went to Lloyds Bank in partnership with Mental Health UK.

With a stigma around mental health in Britain, Lloyds Bank wanted to drive awareness of the issue through debate and conversations as well as positivity towards the brand, through campaign engagement and participation.

The creative idea centred around real Lloyds Bank customers and staff and celebrities playing a version of the ‘post-it note’ game. To uncover the mental health issue on their post- it note, they asked questions which helped to stimulate conversation and ‘myth bust’ certain conditions.

Channel 4’s ‘Hunted’ show, where people go on the run and attempt to evade capture, was identified as the campaign’s launch vehicle, with the 2018 series featured father Bob, and his son Alex, who has Asperger’s.

Both 60” copies launched in the first ad break. Adam&eve DDB also licensed four of the celebrity pledge films made specifically for social, which were shown during throughout the second and third breaks – the only time they were used on television.

There were 24.3k mentions across all social media channels, a 256% traffic increase to the Mental Health UK website and an increase in donations across March, while customers felt that Lloyds are leading the way in changing perceptions around mental health.

Global The Media & Entertainment Group
Global & Smirnoff's Equalising Music Initiative - Diageo/Smirnoff Vodka
As of 2017, only 9% of electronic music was produced by women, with only 14% of electronic music festival headliners being female. Smirnoff's brand purpose of inclusivity meant this was something they couldn't ignore. Global supported Smirnoff's 'Equalising Music' initiative to double female and female-identifying festival headliners to inspire the next generation of DJs.

ITV Win Live with Walkers and ITV: Success in the Bag - Walkers
At the start of 2018 Walkers was losing its hold in the shared snack category and market share was declining. The brand decided to make th biggest Saturday night shows,namely The Voice, Ant & Dec’s Saturday Night Takeaway and Britain’s Got Talent) the home for weekly Walkers competition

Channel 4: PayPal Mythbusters on C4
Digital Cinema Media: From Osterley to Hollywood
Mail Metro Media: Unplug & Reconnect with the Great Outdoors

Website Menu