1
Grand Prix
The best of the best, a non entered category but all awarded entries will be considered for this top award. Chosen from all the award winning work and announced at the awards
Award
Company/Agency
Performance Art
Client
Black & Abroad
Executive summary
The Black Elevation Map is an immersive digital experience that reimagines the American landscape by visualizing the heights of The Culture as elevation. The platform takes cultural data, such as Black population data, historical markers, Black-owned businesses, and social media activity, and visualizes it as points of interest on a dynamic, searchable elevation map of the United States. The greater the density of data, the higher the elevation.
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1
Chair Award
Chosen by the chair of the judging panel as their personal favourite and announced at the awards
Award
Company/Agency
VMLY&R Commerce Mexico
Client
Corona
Executive summary
Pickpocketing has become a regular occurrence in football stadiums across Mexico. This has made many fans weary of carrying money and other valuable items, causing them to only bring their jerseys to football games.
When Corona noticed their beer sales declining, they came up with an innovative new payment solution to sell beer while keeping customers feeling safe.
Jersey Pay is a unique payment method which transforms a football jersey into a digital wallet. Simply add credits to the water-proof tag inside your jersey badge and immediately begin enjoying a Corona beer at a retail price, keeping the brand close to the hearts of football fans
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6
Most Effective Use of Social Media
Description
This is for your best concepts that use Facebook, Instagram, Twitter, WhatsApp, LinkedIn, Pinterest, or any other recognized social channel.
Highly Commended
Company
VMLY&R Commerce MENA
Client
Twitter
Summary
Twitter is a platform that prides itself on facilitating conversations. Both easy and hard ones. So, ensuring all people willing to drive positive change have a voice, is a fundamental pillar of the brand.
With the belief that inclusivity goes beyond tech inclusion and access, Twitter understood the need to approach the topic of gender equality in Arabic speaking countries. The chosen path to get started was through language, as women are commonly addressed in the masculine form every 17 seconds. And that happens even though Arabic has both the feminine and masculine forms. It’s simply become the default and normalized way to speak Arabic.
Twitter, staying true to its essence, saw an opportunity to make a difference by pushing for an open conversation on the topic – hopefully driving sustainable positive change at a macro cultural level.
To do so, it knew it had to create a memorable experience that would inspire cultural stakeholders to share such vision. Knowing that brands connect emotionally with people, Twitter saw an opportunity to start a movement with inclusivity and respect for all genders at its core – all that empowered by brands. Rather than using external channels, Twitter leveraged its strength and reach in the region, amplifying the message and the launch of a first ever “Feminine Arabic” language feature.
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Entry credits
- Nick Walsh, CEO, VMLY&R COMMERCE Dubai
- Gregory Mardikian, Managing Partner, VMLY&R COMMERCE Dubai
- Manuel Borde, Global Chief Creative Officer, VMLY&R COMMERCE
- Debbi Vandeven, Global Chief Creative Officer, VMLY&R
- Till Hohmann, Chief Creative Officer, VMLY&R COMMERCE
- Julian Hernandez, Executive Creative Director, VMLY&R COMMERCE Dubai
- Mauricio Sanaiote, Creative Director, CEO VMLY&R COMMERCE Dubai
- Saleh Dardir, Art Director, VMLY&R COMMERCE Dubai
- Mauro Bisso, Senior Art Director, VMLY&R COMMERCE Dubai
- Jacobo Concejo, Art Director, VMLY&R COMMERCE Dubai
- Manar Munjed, Arabic Copywriter, VMLY&R COMMERCE Dubai
- Ahmed Samir Salama, Senior Copywriter Arabic, VMLY&R COMMERCE Dubai
- Tom Norton, Head of Copy, VMLY&R COMMERCE Dubai
- Cynthia Karan, Senior Arabic Copywriter, VMLY&R COMMERCE Dubai
- Prajakta More, English Copywriter, VMLY&R COMMERCE Dubai
- Elias Bassil, Head of Strategy, VMLY&R COMMERCE Dubai
- Adrian Mutescu, Strategy Director, VMLY&R COMMERCE Dubai
- Sachin Mendonca, Strategy Director, VMLY&R COMMERCE Dubai
- Fabio Medeiros, Head of Strategy, VMLY&R COMMERCE Dubai
- Moey Shawash, Digital Strategy, VMLY&R COMMERCE Dubai
- Karim Al Amin, Motion Graphics Editor, VMLY&R COMMERCE Dubai
- Zubair Tahir, Motion Graphic Editor & 3D Designer, VMLY&R COMMERCE Dubai
- Lucas Pimenta, Motion Graphics Editor, VMLY&R COMMERCE
- Maha El Hawari, Client Commerce Director, VMLY&R COMMERCE Dubai
- Nisreen Faris, Account Director, VMLY&R COMMERCE Dubai
- Zoe Scraggs, Project Manager, VMLY&R COMMERCE Dubai
- Ginny Kemp-Taylor, Head of Comms and Creative Operations, MENA, VMLY&R COMMERCE Dubai
- David Cofrancesco, Global Creative Coordinator, VMLY&R COMMERCE
- Philip Nash, Global Creative Coordinator, VMLY&R COMMERCE
- Dariel Bogota, Motion Graphic Editor, VMLY&R COMMERCE
- Jonhatan Bolivar, Motion Graphic Editor, VMLY&R COMMERCE
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Nominated
Company
Essence
Client
EE
Summary
In October 2021, EE partnered with internet experts and children's charities to launch its PhoneSmart Licence to help navigate owning a phone for the first time, equipping young people with an understanding of phone safety. The free online programme provides young people with the tools and confidence to use phone technology safely and responsibly before they get their first phone.
For the launch, we needed to drive awareness of EE’s ‘Stand against Online Hate’ platform and build recognition of EE Phonesmart License to drive take up of the Phonesmart license. To get the message to the kids, we started with the grown-ups through a series of partnerships with carefully selected influencers.
PhoneSmart was a huge success, driving 1.7 million engagements, thousands of sign ups and generating interest and recognition amongst our core audience.
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Entry credits
- Lewis Ferrand, Senior Marketing Manager, BT Sport
- Oliver Phelan-Whelan, Senior Media Manager, EE
- Sophie Franks, Planning Business Director , Essence
- Josh Cross, Partnership Manager, Essence
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Award
Company
Zulu Alpha Kilo
Client
Campbell’s Co. of Canada
Summary
Do you have a shorter attention span than a goldfish? Find out with the Goldfish Focus Faceoff Lens. It’s the first-ever Snapchat AR Lens to track blinking, tapping, turning and eye-movement. Players have to concentrate for more than 9 seconds on the new Flavour Blasted Kravin’ Ketchup Goldfish. Why 9 seconds? That’s the attention span of a real goldfish. How does your concentration stack up?
Our primary objective was to build a connection between our target audience, teenagers aged 13-17, and Goldfish’s newest flavour. The performance of the Focus Faceoff lens exceeded all expectations with over 3 million impressions and an average playtime of 22.3 seconds, more than double the Snapchat average. Turns out, teens really do have a better attention span than a goldfish.
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Entry credits
- Zak Mroueh, Chief Creative Officer, Zulu Alpha Kilo
- Brian Murray, Executive Creative Director, Zulu Alpha Kilo
- Gerald Kugler, Group Creative Director, Zulu Alpha Kilo
- Jacob Gawrysiak, Creative Director, Zulu Alpha Kilo
- Michael Romaniuk, Art Director, Zulu Alpha Kilo
- Joel Gerrity, Art Director, Zulu Alpha Kilo
- Marco Buchar, Writer, Zulu Alpha Kilo
- Sean Bell, Strategy Team, Zulu Alpha Kilo
- Shaunagh Farrelly, Strategy Team, Zulu Alpha Kilo
- Alyssa Guttman, Account Team, Zulu Alpha Kilo
- Mariah Weir, Client, Campbell’s Co. of Canada
- Paloma Bentes, Client, Campbell’s Co. of Canada
- Ece Inan, Interactive Producer, Zulubot
- Andrew Martin, Interactive Artist, Zulubot
- Gillian Black, Interactive Developer, Zulubot
- Tom Evans, Executive Producer/Technical Advisor, Zulubot
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Nominated
Company
The Kitchen @ Kraft Heinz (powered by Hogarth)
Client
Heinz
Summary
By the time soup season was on the menu in 2021, appetites for Heinz Big Soup had changed. Once a store staple, it was now battling declining sales. We needed to warm the nation’s hearts and get them reaching out for a bowlful of Big Soup again.
But it wasn’t just Big Soup facing big problems; global supply chain issues meant that food shortages threatened to ruin festive cheer. A Christmas miracle was needed.
With Brits facing the prospect of an empty Christmas table, we served up Heinz Christmas Dinner Big Soup: a chunky, thick soup that featured every festive trimming – from turkey to pigs-in-blankets, stuffing to sprouts.
Our challenge was to get the nation talking about a festive product with a tin can budget, at a time when UK retailers were spending millions on advertising. We built buzz for Christmas Dinner Big Soup on social to quickly sell out the limited edition cans and maintained the hype through smart activations, such as hijacking the launch of the John Lewis Christmas ad with a hilarious TikTok parody.
Heinz Christmas Dinner Big Soup became the 5th most talked about campaign of the season, engaging a nation and driving strong brand results. A Christmas miracle did happen thanks to social. Consumers were now hungry again for Heinz Big Soup and buyers from major supermarkets were desperate to get the product on shelf, with one saying ‘I’ll take 100 pallets right now’.
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Entry credits
- Helen Burrows, Social Strategist, The Kitchen @ Kraft Heinz
- Alex Wade, Head of Digital and Media, The Kirchen @ Kraft Heinz
- Michelle Everingham, Senior Social Media Manager, The Kitchen @Kraft Heinz
- Jaime Brahmbhatt, Designer, The Kitchen @ Kraft Heinz
- Kristi Luik, Account Executive, Hogarth
- Jon Jon Desai-Leach, Studio Manager, Hogarth
- Carl Taylor, Photographer/Director, Hogarth
- Victoria ONeill, Senior Account Manager, VaynerMedia
- Sophie Gorman, Account Director, VaynerMedia
- Dan Fryer, Creative Director, VaynerMedia
- Glynn Waltham, Creator, VaynerMedia
- Chariza Miranda, Creator, VaynerMedia
- Clem Morris, Creator, VaynerMedia
- Nina Reichenberg, Creator, VaynerMedia
- Georgina Aindow, Creator, VaynerMedia
- Theo Gearing, Creator , VaynerMedia
- Matt Mill, Marketing Lead / Head of Marketing Meals Northern Europe, Kraft Heinz
- Anke Von Hanstein , Senior Brand Manager, Kraft Heinz
- Ellie McKeon, Communications Consultant, Wonderland
- Hannah Warmington, Senior Consultant, Wonderland
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Nominated
Company
Qumin
Client
Marriott International
Summary
Tasked with launching a new youth brand hotel in Shanghai, we set out to achieve a world first, ”The Blank Canvas Hotel”.
For the first time in history, China’s youth feel emboldened to shake off the shackles of social pressure to “settle”, which created the derisory notion that Chinese Gen-Z are the “Tang Pin” (Lying-flat) generation.
With MOXY’s and its brand values, we wanted to tear down this notion, to show China and beyond, that Chinese Gen-Z are expressive, creative and shaping culture not just consuming it. We positioned MOXY as “the home for the brave”.
We found 9 aspiring creatives and sent them custom-made concrete “mystery boxes” with a brief and tools to inspire… enlisting them to produce unique art pieces as permanent fixtures for the hotel – sculptures, graffiti, DJ sets, installations and more.
We told their story through a series of 18 videos tailored for Douyin (Chinese TikTok), and ran a #challenge, inviting others to create M.O.X.Y. from everyday objects, creating #MakeMoxyYours.
The campaign culminated in a landmark launch party art exhibition, celebrating Chinese youth culture, attracting KOLs (Key Opinion Leaders) on popular social platforms, alongside Shanghai tastemakers, including skateboarders, singers, foodies, artists, actors, models, and media.
This generated mass awareness with over 500M video views, 7M Likes, 7K UGC videos, 443K homepage visits, 143k location tag views, 407 PR placements, and a 90% occupancy rate in the weeks following.
Earned media coverage was valued at more than $5m USD, from a launch budget of $150k.
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Entry credits
- Arnold Ma , CEO , Qumin
- Sam Phillips, Global Account Director, Qumin
- Evie Feng, Associate Account Manager, Qumin
- Saxon Hui , Associate Account Manager, Qumin
- Qing Dong, Operations Manager, Qumin
- Warren Eastland, Operations Director, Qumin
- Chris Leung, Director, Brand Management, Marriott International
- Austin Tenny, Senior Manager, F&B Digital Marketing, Marriott International
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Nominated
Company
Spark Foundry
Client
Rail Delivery Group
Summary
After 18 months of fear and uncertainty and Government campaigns telling people to stay at home, we were tasked with getting people back on trains in 2021. We developed a socially led plan that placed human connection and visiting loves ones in need at the centre of the UK’s fast growing social platform – TIK TOK. Despite overwhelming caution from the UK public our insight led and heart-warming content from TIK TOK creators helped us get back on track.
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Entry credits
- Marcos Angelides, Chief Strategy Officer, Spark Foundry
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6
Best Digital Brand Experience
Description
This category is open to any type of exciting digital experience that pushed the boundaries of creativity and innovation. We want to see something that is unlike any experience that has happened before.
Highly Commended
Company
Lowe Lintas India/White Rivers Media
Client
Hershey India
Summary
Hershey’s as brand celebrates women beyond its wrappers yet acknowledges that it took 125 years for this brand to recognize that “HER” and “SHE” are a part of the brand name itself. The brand realized that just like how the obvious got missed, there are several “HER” and “SHE” stories that are waiting to be heard, yet often gets underacknowledged.
Hence, HERSHEY’S Bars in India decided to make the ‘INVISIBLE VISIBLE’ and launched 6 special commemorative “HER” & “SHE” packs that became a canvas to the lifestories of 6 women achievers, ‘The SHEROES’. Aishwarya Sridhar, Dhvani Kothari, Sandhya Rai, Rukmini Vijayakumar, Pooja Taparia, and Falguni Vasavda Ojha, who are achievers from diverse fields like Photography, Performing Arts, Social Work, Sports, and Feminism featured on our special packs.
Furthermore, Hershey’s created an entire movement by making this campaign a mega celebration of women, with a (1) #HERSHE Rap Song featuring International Artists celebrating ‘Everyday Sheroes’ through our packs (2) A Microsite featuring a Visual gallery that enabled consumers to share their ‘Sheroes’, and showcase their achievements on a virtual wall (3) AR Filter & e-greeting that can be shared by consumers on whatsapp to make their ‘Shero’ feel special (4) Live Mentorship Session (IG LIVE) in association with Femina and Unicef’s Girl Up for training aspiring young women leaders with live interaction.
This resulted in a massive campaign delivering 350+ Mn Impressions, with 87% organic impressions.
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Entry credits
- Somya Bhargava, Deputy General Manager, Hershey India
- Ravi Srivastava, Senior Brand Manager, Hershey India
- Miskil Dharmadhikari, Associate Vice President, Lowe Lintas
- Shipra Chinchankar, Senior Vice President, Lowe Lintas
- Neeta Dsouza, Associate Vice President, Lowe Lintas
- Berges Bana, Associate Vice President, Lowe Lintas
- Shrenik Gandhi, CEO, White Rivers Media
- Mitesh Kothari, Cheif Creative Officer, White Rivers Media
- Tanish Shah, Associate Director Influencer & Video, White Rivers Media
- Brijen Desai, Associate Account Director, White Rivers Media
- Zeal Thakkar, Senior Executive Influencer Marketing, White Rivers Media
- Kripa Raichura, Account Manager, White Rivers Media
- Priyaj Shah, UI Designer, White Rivers Media
- Sagar Kewat, Group Head Design, White Rivers Media
- Anamika Kumari, Group Head Copy, White Rivers Media
- Akhil Nischal, Junior Copywriter, White Rivers Media
- Robin Thomas, Senior Business Manager, White Rivers Media
- Sujeet Mahto, Producer and DOP, White Rivers Media
- Adrine DMello, Creative Director Strategy, White Rivers Media
- Manu Swal, Associate Producer, White Rivers Media
- Priyank Dattani, Manager Video Team, White Rivers Media
- Prithviraj Shinde, Manager Video, White Rivers Media
Entry video
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Nominated
Company
Nomensa Ltd
Client
Swissquote
Summary
Conceived by the Swissquote banking group, the vision for Yuh was to create a new neo-bank that put the pleasure of end user experience (not just great customer service) at the heart of its proposition.
The Yuh team knew they could deliver top quartile sets of functions and features, so our plan was to convert any core capability into unbeatable design. Our mantra was that the Yuh experience had to stand out at a glance or in moments of indulgence and be scalable so that Swissquote could use Yuh as the proposition to enter markets globally over time.
We created a plethora of design artefacts during development, including hundreds of fully designed screens. We developed a truly scalable structure that could flex and overcome future challenges and challengers. Our experience strategy provided a roadmap for requirements development and integration, whilst allowing prioritisation and validation as we moved through the tight timescales.
This can be seen in each and every detail of the app, site and non-digital channels today. We even looked at how the design would be applied on physical debit cards, using metal blanks printed with sample branding to see if designs would translate as well on and off screen. Since its soft launch, reaction to Yuh by the Press has been notable by the blanket praise given and our 3% engagement rate on social media. Yuh is available for download within the Apple App Store and the Google Play Store.
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Entry credits
- Manuela Santini, Country Director , Nomensa
- Chris Richards, Creative Director, Nomensa
- Emily Trotter, Principal UX Designer, Nomensa
- Catherine Vaughan, Marketing Director, Nomensa
Entry video
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Nominated
Company
SCOOP & SPOON
Client
Austrian Olympic Committee
Summary
The 2020 Tokyo Olympic Games were delayed until 2021, due to the global Covid pandemic. Even then, only a reduced cohort of attendees were permitted to travel to the host city – just the athletes and their direct team support. All the fans were required to stay at home, and the usual entourage – including trading partners, representatives from travel and tourism, and VIPs – were forbidden from attending.
The Austrian Olympic Committee, who would normally set up a physical location in the host city as a base for the athletes, their entourage, and to showcase the nation as a trade and tourism destination, needed to find an alternative option. So, they came to us at SCOOP & SPOON to help them create a digital home for their nation’s presence at the Games. We created Digital Austria House, an immersive digital venue built on our SCOOP River™ Marketing Platform, that combine several of our innovative UX philosophies to create a unique and engaging experience for visitors and sports fans, and driving value for our client and their partners.
The result was increased reach, increased fan participation, and new business opportunities, from a digital product that was revisited for the 2022 Beijing Olympics, and is now a permanent part of the country’s digital brand.
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Entry credits
- Anna Habermann , Marketing Director, SCOOP & SPOON
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Nominated
Company
Coty UK & I
Summary
Marc Jacobs Fragrances, continues its advocacy for the LGBTQIA+ community through US & UK charity partnerships, the brand drove awareness for both charities through Pride-focused TikTok campaigns in both countries.
“Pride – it’s not acceptance or tolerance. It’s self-love. It’s an appreciation. It’s self-respect. it’s just feeling the joy for having that self-love,” says Marc Jacobs.
The Perfect Marc Jacobs fragrance, launched in August 2020, is inspired by Marc Jacobs’ personal belief that we are all perfect as we are and is symbolized by the word ‘perfect’ tattooed on his wrist.
To celebrate self-expression and spread love and positivity during Pride, Coty Inc looked to create an innovative TT campaign to support the new Pride campaign
To achieve this, a TikTok #PerfectPrideMovement hashtag challenge was launched with a unique Perfect Marc Jacobs TT branded effect to celebrate Pride.
This Pride, a scented Marc Jacobs Perfect Pride Rainbow was created for London and Manchester Pride locations to spread the message of celebrate self-expression, love and positivity.
The scented Perfect Pride Rainbow welcomes everyone to join the Pride celebration by creating their own Perfect Pride moment, using the unique Marc Jacobs Perfect Tik Tok branded effect.
Complimentary Marc Jacobs Perfect fragrance samples were handed out to offer passersby to experience the scent.
The experience also put a spotlight on the charity partnership with AKT to educate the public on their mission. Marc Jacobs Perfect fragrances was sold on site where all proceeds went towards AKT.
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Entry credits
- Grace Fung, Influencer Marketing lead, Coty UK & I
- Dylan vanVuuren, Senior Brand Manager, Coty UK & I
Entry video
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Nominated
Company
Twitch
Client
Dr. Ing. h.c. F. Porsche AG
Summary
Every winning sports team needs an army of supporters. That’s what the TAG Heuer Porsche Formula E Team got when it asked Twitch’s world-leading community of gamers and streamers to help them follow on from their hugely successful launch campaign in 2019. The new task was to ‘level up’ the Formula E Team’s performance, making them the most digitally engaged team in the sport.
In a deeply immersive, interactive live-stream event, the Twitch community stepped up to help high-profile streamers and TAG Heuer Porsche Formula E Team drivers solve the disappearance of the team’s championship car and race against a mystery driver. Interactive polls, live chat and driving challenges engaged the audience, helping the campaign speed past the already-high benchmarks set by the 2019 launch campaign, confirming the brand as an authentic source of entertainment for its Driven Youth target audience.
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Entry credits
- Please see, other , Twitch
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Award
Company
Performance Art
Client
Black & Abroad
Summary
The Black Elevation Map is an immersive digital experience that reimagines the American landscape by visualizing the heights of The Culture as elevation. The platform takes cultural data, such as Black population data, historical markers, Black-owned businesses, and social media activity, and visualizes it as points of interest on a dynamic, searchable elevation map of the United States. The greater the density of data, the higher the elevation.
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Entry credits
- Eric Martin, Client, Black & Abroad
- Kent Johnson, Client, Black & Abroad
- Ian Mackenzie, Chief Creative Officer, Performance Art
- Pedro Izzo, Associate Creative Director, Performance Art
- Benson Ngo, Associate Creative Director, Performance Art
- Hemal Dhanjee, Copywriter, Performance Art
- Tobi Adebowale, Copywriter, Performance Art
- Paula Purdon, Copywriter, Performance Art
- Jasmine Mans, Copywriter, Performance Art
- Nzegwhua Anderson, Experience Delivery Lead, Performance Art
- Joe Szabo, Senior Experience Designer, Performance Art
- Leon Mullings, Experience Designer, Performance Art
- Emily Plewes, Studio Designer, Performance Art
- Colin Craig, Executive Creative Director, Performance Art
- Sharon Nelson-Bailey, Producer, Performance Art
- Kirk Linkletter, VP, Strategy, Performance Art
- Leandra Legendre, Strategist, Performance Art
- Simran Kaur, Strategist, Performance Art
- Eli Ferrara, Strategist, Performance Art
- Cassandra Cervi, Strategist, Performance Art
- Priyanka Goswami, SVP, Head of Strategy, Performance Art
- Kaylen Dillon, Program Manager, Performance Art
- Darwin Garcia, Digital Producer, Performance Art
- Jordan Dinning, SVP, Managing Director, Performance Art
- Ricky Gunawan, Account Supervisor, Performance Art
- Jon Rae, Account Director, Performance Art
- Stuart Cheesmond, VP, Technology, Performance Art
- Suraj Patel, Technical Solutions Consultant, Performance Art
- Arnaud Icard, Group Director, Product Development, Performance Art
- John Iacoviello, Lead Developer, Performance Art
- Cody Schreiber, Full Stack Developer, Performance Art
- Heung Lee, Interface Developer, Performance Art
- Valerian Nasqidashvili, Senior Technical Architect, Performance Art
- Natalia Zadorozhna, Quality Assurance Lead, Performance Art
- Nataliya Vislyanska, Quality Assurance Analyst, Performance Art
- Suraj Patel, Solutions Consultant, Performance Art
- Kaivalya Kashyap, Solutions Consultant, Performance Art
- Anil Iqbal, Analytics Manager, Performance Art
- Shaista Meghji, Junior Analyst, Performance Art
- Abdul Dau, Analytics Analyst, Performance Art
- Gigi Basanta, Consultant, Performance Art
- Andrea Cook, Chief Executive Officer, Performance Art
- Elizabeth Sellors, Chief Operations Officer, Performance Art
- Tré Seals, Designer, Vocal Type Co.
- Kelly Fyffe-Marshall, Director, Alfredo Films
- Shivam Pandya, DOP, Alfredo Films
- Alex Henry, Producer, Alfredo Films
- Holly Rowden, Producer, Alfredo Films
- Michael Ofori-Attah, Editor, Alfredo Films
- Hilda Pereira, VFX Executive Producer, Alter Ego
- Andrew Tavares, VFX Producer, Alter Ego
- Rob Fisher, Motion Designer, Alter Ego
- Ian Flaig, Motion Designer, Alter Ego
- Conor Fisher, Colourist, Alter Ego
- Daniel Saavedra, Colour Assistant, Alter Ego
- Joel Osis, VFX Artist, Alter Ego
- Victoria Gaston, VFX Assistant, Alter Ego
- Simon Jain, Audio Director, TA2 Sound + Music
- Heather Ngo, Project Manager, TA2 Sound + Music
- Dean Metherell, Audio Engineer, TA2 Sound + Music
- Justin Poon, Assistant Audio Engineer, TA2 Sound + Music
- Steve Gadsden, Creative Director, TA2 Sound + Music
- Nish Shah, Chief Strategy Officer, Initiative Canada
- Lara Senbanjo, Director, Communications Design, Initiative Canada
- Christian Kern, Director, Strategy, Initiative Canada
- Cynthia Steele, Head of Content, Reprise Canada
- Tyler Dmytrow, Sr. Director, Strategy & Social Commerce, Reprise Canada
- Wendi Dunlap, SVP, Global Client Solutions, Kinesso
- Mandy Wong, Director, Audience Solutions, Kinesso
- Rory Materson, Manager, Audience Solutions, Kinesso
- Kayla Osmond, Creative Agency Partner, Meta
- Katie Wall, Creative Agency Partner, Meta
- Scott Drey, Creative Director, Meta
- Michael Dooley, Creative, Meta
- Shannon Stephaniuk, PR, Glossy Inc.
Entry video
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6
Most Effective Use of Video
Description
This is for your most creative video projects. We’re looking for innovation, production quality, storytelling and everything else that makes the medium so powerful. You can either present the overall video output for a campaign or just a specific part of it.
Nominated
Company
M&C Saatchi Indonesia
Client
Manan Shah
Summary
With 270 million monthly active users and 500 million app downloads globally, Sweden-based Truecaller is on a mission to build trust everywhere by making communication safe and efficient. After a successful listing in Nasdaq Stockholm in October 2021, the company announced its plans to expand its footprint in Indonesia.
The problem has become so pervasive that consumers mistrust the technology, processes designed to protect them from fraudsters and confirm identities with many adamants that users must prove beyond doubt who they are when logging in to use a platform, and that there should be an online identity system to quell the surge of scams.
The campaign leveraged famous Indonesian celebrities - Yayan Ruhian, Dinda Kanya Dewi, and Billy Boedjanger who each played the role of a deceitful wolf camouflaged as an innocent sheep. The three celebrities are well-known in the market and have extensive experience in acting, especially in antagonist roles.
The impact on the brand was instantaneous. Truecaller’s user growth in Q4 2021 was a very impressive 42%. As against the targeted 41 million people, nearly 78 million people viewed the campaign on TikTok. The outdoor campaign reached 38 million people, and 9.5 million viewed the dance challenge. 34% of the target group were spontaneously aware of Truecaller, 32% of the target group had used Truecaller on some occasion, while 22% were currently using it.
Entry image
Entry credits
- Anish Daryani, Founding Partner and President Director, M&C Saatchi Indonesia
- Kunal Sinha, Group Chief Strategy Officer, M&C Saatchi Indonesia
- Elki Hedria, Executive Planning Director, M&C Saatchi Indonesia
- Dami Sidharta, Chief Creative Director, M&C Saatchi Indonesia
- Wira Manggala, Creative Group Head, M&C Saatchi Indonesia
- Farven Hadinata, Art Director, M&C Saatchi Indonesia
- Tanthowi Ali, Copwriter, M&C Saatchi Indonesia
Entry video
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Award
Company
Razorfish
Client
Church & Dwight
Summary
This is a bit of a Cinderella story.
A once iconic brand with a famous jingle, Nair had been stagnant after years of unimpressive results and category headwinds — culturally, body hair is becoming increasingly acceptable, and permanent hair removal is rising in popularity, shrinking the market by 1% every year from 2010-2020.
But excavating what was timeless about the brand's history and translating it for a new generation of consumers via new positioning, packaging, and advertising brought this brand roaring back to growth, exceeding all expectations and setting new records for sales and share.
Entry image
Entry credits
- John Winterkorn, GVP, Brand Strategy, Razorfish
- Catie Enright, Brand Manager, Church & Dwight
- Jamie Perruquet, ECD, Razorfish
- Este Serrano, ACD, Art, Razorfish
- Chelsea Dubois, ACD, Copy, Razorfish
- Robyn Safran, Brand Director, Church & Dwight
- Stacey Ramstedt, VP, Specialty Haircare, Church & Dwight
- Abby Hirsch, Art Director, Razorfish
- Martha Kim, Project Manager, Razorfish
- Emily Deakins, Senior Account Director, Razorfish
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Nominated
Company
PinkNews
Summary
PinkNews is the world’s most-watched and read LGBTQ+ media brand, reaching over 100 million unique users per month across our website, app and social media platforms. We exist to inform, inspire change and empower people to be themselves. We do this by producing content that elevates marginalised voices and highlights the diversity of the entire LGBTQ+ spectrum.
Our multitude of digital products is unique within the LGBTQ+ space, with our production team rising up to the challenge of delivering everything from educational content to breaking news and in-depth interviews to our audiences across the globe. In addition to our remarkable reach on Facebook, Twitter and Instagram, we are the sole LGBTQ+ publisher on Snapchat, where we have built a loyal audience through our inclusive, accessible content aimed at Gen Z users.
Since first launching on Snapchat Discover in 2018, PinkNews has grown to become one of its biggest voices, engaging with tens of millions of young people every month. In 2021, we dramatically grew our output on Snapchat, launching six new global channels, nearly doubling our previous output and quadrupling our revenue. Our informative and entertaining content created new touch points for existing users, and managed to reach a huge audience. In staying true to our mission, we have a unique opportunity to tell stories that would otherwise be neglected by mainstream media, and provide a uniquely inclusive perspective to a predominantly Gen Z audience. The Queer Catch-Up is our Snapchat Show to highlight positive LGBTQ+ news.
Entry image
Entry credits
- Oliver Warley, Head of Video, PinkNews
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Nominated
Company
Salesforce
Summary
Connections, the tentpole show for Salesforce+, was created on the premise that audiences want personal journeys just as much as marketing insights in their business content. The show features Salesforce President & Chief Marketing Officer having an extended conversation with a business leader from myriad industries about how to build connections with customers. Throughout each episode, Sarah learns the unique personal experiences that enable each guest to be one of today’s most innovative marketers.
The series not only provides audiences with a new kind of business content, it acts as a leader for other original programming on Salesforce+. Each episode of Connections ends with a call to action for visitors to jump from YouTube to Salesforce+ and the series is used to establish performance benchmarks across both sites. Not only is the show entertaining and informing audiences in new ways, it is finding new audiences and redefining what consumers can expect from Salesforce.
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Entry credits
- Sarah Franklin, President & Chief Marketing Officer, Salesforce
- Colin Flemin, EVP, Global Brand Marketing, Salesforce
- Matthew Jaffe, VP, Salesforce Studio, Salesforce
- Allison Fikse, Senior Manager, Salesforce
- Karey Green, Senior Producer, Salesforce
- Maxwell Newfield, Writer, Salesforce
- Jamie Bland, Senior Manager, Video Marketing, Salesforce
- Katie Snider, VP, Cloud Creative, Salesforce
- Jessica Cobarras, SVP, Cloud Marketing, Salesforce
- John Ilang-ilang, Associate Creative Director, Salesforce
- Faiqah Ahmad, Associate Manager, Social Media Marketing, Salesforce
- Steve Goldbloom, Director, Second Peninsula
- Melissa Williams, Business Manager, Salesforce
- Ana Davila, Project Manager, Second Peninsula
Entry video
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Highly Commended
Company
Karmarama, part of Accenture Song
Client
National Citizen Service (NCS)
Summary
After almost two-years of Covid-19 restrictions and cancelled summer programmes, the National Citizen Service (NCS) had lost relevance with young people. We needed to drive interest in NCS’ Summer Programme with a disconnected, anxious, frustrated generation by helping them confidently explore their independence.
While young people are vocal on social media, often leading the conversation, they felt entirely unheard. They wanted to be a part of shaping the future that would impact them most.
NCS, a government-funded youth programme, made the bold move to hand over control. To give their audience the platform to use their voice, not only reach each other, but their parents, guardians and the adult world.
The idea was ‘NCS presents: Mixtape ‘22’ an audio/visual EP with three rising musicians creating new songs that embody the lived experiences of British teens.
In the first 3 months of launch, interest in the Summer programme had exceeded targets by 379%, brand love was up 18% and MixTape ‘22 had over 3million content views.
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Entry credits
- Rachael Quarmby, Planning Director, Karmarama, Part of Accenture Song
- Jamie Mancini, Creative Director, Karmarama, Part of Accenture Song
- Katie Hunter, Social + Influencer Lead, Karmarama, Part of Accenture Song
- Sophie Coyne, Account Director, Karmarama, Part of Accenture Song
- Eilidh McGregor, Business Lead, Karmarama, Part of Accenture Song
- Laura Greenslade, Social + Influencer Manager, Karmarama, Part of Accenture Song
- Sarah Serunjogi, Social + Influencer Lead, Karmarama, Part of Accenture Song
- Rosie Featherstone, Social + Influencer Executive, Karmarama, Part of Accenture Song
- Henri Young, Account Manager, Karmarama, Part of Accenture Song
- Mica Dickson, Account Executive, Karmarama, Part of Accenture Song
- Josh Lowe, Deputy Design Director, Karmarama, Part of Accenture Song
- Aisling Callaghan, Senior Designer, Karmarama, Part of Accenture Song
- Emily Forrester, Designer, Director Karmarama, Part of Accenture Song
- Jon Harvey, Creative Parner, K Studios
- Sunny Dimitriadou, Executive Producer, K Studios
- Sam Kirby, Producer, K Studios
- Ricky Gibb, Director, Hulk Studios
- Jade Spranklen, Animation Director, Sprankenstein Studios
- Dom Bastyra, Founder, Wake the Town
- Grace Matthews, Production Manager, K Studios
- Jack Wilkinson, Director of Photography, K Studios
- Bryn Williams, 1st AD, K Studios
- Jonny Tally, Colourist, Cheat
- Vlad Barin, Colourist, Cheat
- Rob Taliesin Owen, Sound Design, Potion Soundworks
- Miriam Keane, Chief Brand Officer, NCS
- Adam Boita, Marketing Director, NCS
- Claire Round, Head of Brand, NCS
- Georgie King, Brand Marketing Manager, NCS
- Nik Studzinksi, Chief Creative Officer, Karmarama, Part of Accenture Song
- Adam Kean, Executive Creative Director, Karmarama, Part of Accenture Song
- Simon Wakeman, Head of Design, Karmarama, Part of Accenture Song
- Charlotte Kelly, Creative, Karmarama, Part of Accenture Song
- Josh Welton, Senior Creative, Karmarama, Part of Accenture Song
- Jon Coates, Senior Creative, Karmarama, Part of Accenture Song
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Highly Commended
Company
Lemonlight
Client
Yogibo
Summary
Mothers are exhausted after long, busy days full of twists and turns. When they get home to relax, they need to unwind. But how? Video production company Lemonlight positioned their client, Yogibo, as the answer to this question in an ROI-driving video advertisement featuring Drew Barrymore.
In this advertising campaign, Lemonlight worked to boost Yogibo’s sales, target/reach new customers, and expand the customer base in a thoughtful, yet lighthearted video. The Yogibo campaign’s creative process was split into pre-production, production, and post-production - Lemonlight effectively leveraged the three processes to produce a successful OTT ad.
In pre-production, the Lemonlight team strategized on-set production, cinematography, and script-writing to align all details with the Yogibo brand and overall mission.
During production, the crew followed a very busy Drew Barrymore through her film sets until she fell into her Yogibo at the end of the day, illustrating the comfort of Yogibo products. The crew made sure to honor both the Drew Barrymore and Yogibo brands by highlighting Drew’s busy and quirky demeanor while incorporating Yogibo’s brand elements such as a definitive color palette and intentional product placement.
In post-production, the Lemonlight team edited and refined all details of the video, producing an influential client campaign that successfully engaged customers, drove sales, and built brand awareness for their client.
The video was run on social media, cable, and OTT streaming and brought in about $500K of direct sales. It received an average CTR of 3.75% and exceeded 2 million views across channels.
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Entry credits
- Josh Kaufman , Producer , Lemonlight
- Sarah Carter , Producer , Lemonlight
- Ryo Rex, Creative Director , Lemonlight
- Daniel Marlow , Creative Director , Lemonlight
- Victor Riduara , Director , Lemonlight
- Nico Van Den Berg , Director of Photography , Lemonlight
- Dewayne Carson , Production Design , Lemonlight
- Tauna Carson , Production Design , Lemonlight
Entry video
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7
Most Effective Use of Branded Content
Description
Show us how you’ve used branded content to improve the success of your client. We’re looking for fresh approaches, quality and effectiveness.
Nominated
Company
Clinique/SharpEnd
Client
Clinique
Summary
Clinique’s latest Moisture Surge 100H ‘More Than You Think’ campaign has married their storied brand identity with a fresh take on connected packaging and technology, integrating Near Field Communication (NFC) technology into their product experience.
Partnering with connected experience pioneer SharpEnd, the global skincare brand designed a digitally-enabled recyclable glass jar, inviting consumers to tap the NFC base label to access exclusive content and services.
Clinique’s Moisture Surge 100H connected jars, each now with their own unique digital identity, are being rolled out across 35 markets worldwide, Boots being the exclusive UK retailer.
Through the NFC interaction, users can take a Daily Dehydrator Index quiz, to understand factors that may cause dry skin based on their location, environment, and lifestyle. After, they’re given ‘Dehydrator Discovery’ facts along with advice from Clinique’s experts on how to keep skin glowing.
The digital experience also offers access to Clinique’s virtual skin analysis tool, Clinical Reality, plotting over 80 data points on a user’s face from a single scan to provide bespoke skincare and makeup recommendations. The journey doesn’t stop with skin analysis and recommendations: consumers can take and share their personalised selfie featuring a filter with the ‘More Than You Think’ tagline.
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Entry credits
- Erin Burke, Executive Director of Global Retail Experience, Clinique
- Jeremy Harris, Vice President, Global Brand Technology, Clinique
- Jessica Markowitz, Client Lead, SharpEnd
- Benjamin Hanafi, Creative Lead, SharpEnd
- Dale Harper, Experience Lead, SharpEnd
- Robert Cross, Technology Lead, SharpEnd
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Highly Commended
Company
Gravity Global
Client
Embraer
Summary
The new Profit Hunter campaign was designed as a showstopper creative idea for Embraer to generate brand fame internationally as awareness of Embraer was low outside of the Americas.
Today the campaign is the most talked about campaign in the aviation industry and it continues to excite and engage its global audiences, outperforming the might and spending power of giants like Boeing and Airbus.
The new ‘Tech-Shark’ campaign started life as an animation and then became the actual livery of the Embraer Profit Hunter aircraft designed for the first live air show event held in Singapore in February 22.
The campaign was activated across all channels-paid, owned and earned.
Top of funnel activities included paid digital, trade press, DooH, social, PR, webinars, experiential activities, video, website, and using the aircraft itself as a flying poster site.
Middle of funnel activities included, webinars, website, whitepapers, customer presentations, experiential events.
Bottom of funnel – a customer demo tour of Asia Pacific as well as a customer event at the Singapore Airshow
The campaign outperformed across all KPIs – reach, engagement and brand sentiment making Embraer the world’s most loved aircraft manufacturer – as well as gaining a $10bn order book too!
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Entry video
Entry credits
- Steve Long, Creative Director, Gravity Global
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Highly Commended
Company
VMLY&R COMMERCE
Client
Pizza Hut
Summary
As the food ordering experience becomes increasingly owned by delivery apps, Pizza Hut needed to build loyalty that would allure both families and individual eaters. To solve this problem, we recognized the visual similarities between Pizza Hut and Hasbro Gaming's Trivial Pursuit, a game where players challenge their knowledge against friends and family by contending to collect all six colored wedges. We combined this beloved game with people's love for pizza, gaming and trivia to create "Pizza Pursuit." To play this digital trivia game, customers purchased a Pizza Hut pizza in the five participating markets - the United Kingdom, Brazil, El Salvador, Canada and South Africa. After you scanned the QR code on your box and entered the code on your receipt, an array of questions appeared in categories ranging from sports, film, music, geography, history, and most importantly – pizza! Players could compete with others up to a group of 6 or play solo, with the top two grand prize winners being eligible to win $10,000 each. The more questions you answered correctly, the more points you received along with an opportunity to win local, instant prizes. Pizza Pursuit launched November 8th and finished at the end of January 2022 and saw great success.
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Entry video
Entry credits
- Jon Goynshor, SVP Global Head of Partnerships, VMLY&R COMMERCE
- Samantha Brotman, Strategist, VMLY&R COMMERCE
- Charlie Wade, SVP Business Development, VMLY&R COMMERCE
- Oswaldo Sa, Group Creative DIrector, VMLY&R COMMERCE
- Tracy Mathison, SVP Group Creative Director, VMLY&R COMMERCE
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Nominated
Company
Twitch
Client
Dr. Ing. h.c. F. Porsche AG
Summary
Every winning sports team needs an army of supporters. That’s what the TAG Heuer Porsche Formula E Team got when it asked Twitch’s world-leading community of gamers and streamers to help them follow on from their hugely successful launch campaign in 2019. The new task was to ‘level up’ the Formula E Team’s performance, making them the most digitally engaged team in the sport.
In a deeply immersive, interactive live-stream event, the Twitch community stepped up to help high-profile streamers and TAG Heuer Porsche Formula E Team drivers solve the disappearance of the team’s championship car and race against a mystery driver. Interactive polls, live chat and driving challenges engaged the audience, helping the campaign speed past the already-high benchmarks set by the 2019 launch campaign, confirming the brand as an authentic source of entertainment for its Driven Youth target audience.
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Entry credits
- Please see, other , Twitch
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Nominated
Company
Karmarama, part of Accenture Song
Client
National Citizen Service (NCS)
Summary
After almost two-years of Covid-19 restrictions and cancelled summer programmes, the National Citizen Service (NCS) had lost relevance with young people. We needed to drive interest in NCS’ Summer Programme with a disconnected, anxious, frustrated generation by helping them confidently explore their independence.
While young people are vocal on social media, often leading the conversation, they felt entirely unheard. They wanted to be a part of shaping the future that would impact them most.
NCS, a government-funded youth programme, made the bold move to hand over control. To give their audience the platform to use their voice, not only reach each other, but their parents, guardians and the adult world.
The idea was ‘NCS presents: Mixtape ‘22’ an audio/visual EP with three rising musicians creating new songs that embody the lived experiences of British teens.
In the first 3 months of launch, interest in the Summer programme had exceeded targets by 379%, brand love was up 18% and MixTape ‘22 had over 3million content views.
Entry image
Entry credits
- Rachael Quarmby, Planning Director, Karmarama, Part of Accenture Song
- Jamie Mancini, Creative Director, Karmarama, Part of Accenture Song
- Katie Hunter, Social+ Influencer Lead, Karmarama, Part of Accenture Song
- Sophie Coyne, Account Director, Karmarama, Part of Accenture Song
- Eilidh McGregor, Business Lead, Karmarama, Part of Accenture Song
- Nickie Dixon, Agency Producer, Karmarama, Part of Accenture Song
- Henri Young, Account Manager, Karmarama, Part of Accenture Song
- Mica Dickson, Account Executive, Karmarama, Part of Accenture Song
- Sarah Serunjogi, Social + Influencer Manager, Karmarama, Part of Accenture Song
- Laura Greenslade, Social + Influencer Manager, Karmarama, Part of Accenture Song
- Rosie Featherstone, Social + Influencer Executive, Karmarama, Part of Accenture Song
- Josh Lowe, Deputy Design Director, Karmarama, Part of Accenture Song
- Aisling Callaghan, Senior Designer, Karmarama, Part of Accenture Song
- Emily Forrester, Designer, Karmarama, Part of Accenture Song
- Jon Harvey, Creative Partner, K Studios
- Sunny Dimitriadou, Executive Producer, K Studios
- Sam Kirby, Producer, K Studios
- Grace Matthews, Production Manager, K Studios
- Jack Wilkinson, Director of Photography, K Studios
- Bryn Williams, 1st AD, K Studios
- Ricky Gibb, Director, Hulk Studios
- Jade Spranklen, Animation Director, Sprankenstein Studios
- Ryan Robinson, Editor, K Studios
- Jonny Tally, Colourist, Cheat
- Vlad Barin, Colourist, Cheat
- Rob Taliesin Owen, Sound Design, Potion Soundworks
- Dom Bastyra, Founder, Wake the Town
- Nik Studzinksi, Chief Creative Officer, Karmarama, Part of Accenture Song
- Adam Kean, Executive Creative Director, Karmarama, Part of Accenture Song
- Simon Wakeman, Head of Design, Karmarama, Part of Accenture Song
- Miriam Keane, Chief Brand Officer, NCS
- Adam Boita, Marketing Director, NCS
- Claire Round, Head of Brand, NCS
- Georgie King, Brand Marketing Manager, NCS
- Charlotte Kelly, Creative, Karmarama, Part of Accenture Song
- Josh Welton, Senior Creative, Karmarama, Part of Accenture Song
- Jon Coates, Senior Creative, Karmarama, Part of Accenture Song
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Award
Company
Spark Foundry
Client
GSK/VOltarol
Summary
LGBTQ participation in sport has long been ignored by brands, only 32% of advertisers engage with the LGBTQ+ audiences beyond Pride, despite 84% of LGBTQ+ consumers calling for more meaningful engagement.
Publicis created More Than Movement. A three way content collaboration between Voltarol, Pride Sports, and Gay Times to smash through cynical ‘pinkwashing’, break the silence on discrimination in sport and show that movement can inspire LGBTQ audiences to participate and improve their mental health.
More Than Movement has encouraged thousands to take steps to improve their mental health through sport, it has also helped break down stereotypes (gay people box)?!
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Entry video
Entry credits
- Marcos Angelides, Chief Strategy Officer, Spark Foundry
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Nominated
Company
Spark Foundry
Client
Woodford Reserve
Summary
2021 turned us into a nation of DIY Mixologists. From a Manhattan to an Old Fashioned, a John Collins to a Tennessee Mule, experimentation was everywhere. This presented the perfect opportunity for Woodford Reserve. But rather than falling into the obvious route of cocktail recipe cards or branded mixing guides, we developed something entirely different. Cocktail Synaesthesia. By playing with external stimulus from lighting to sound, we helped people taste their favourite cocktails in entirely new ways. Brought to life through a brilliant partnership with Vice, we surrounded people's senses, and took Woodford Reserve to #1 in the category.
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Entry credits
- Marcos Angelides, Chief Strategy Officer, Spark Foundry
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5
Most Effective Use of Data
Description
If you’ve used data in a new and interesting way to improve the end-user experience, this is for you. Demonstrate how you used metrics, segmentation, targeting, or other data techniques to make a difference.
Nominated
Company
Spark Foundry
Client
George
Summary
Every media textbook written in the last 30 years will tell you the same thing - that to win SOV you need the highest spend. We decided that it was high time we used data to rewrite the book on SOV.
By rethinking the way we buy TV and using some smart data and tech, we were able to match George shopper CRM data to TV viewing habits. That one small change was enough to move up to 1st place SOV despite being 3rd in spend. Couple that with creative that was developed using insight from our CRM and it’s no small wonder why George was able to drive twice as many sales per TVRs as their 2019 campaign and rewrite all of the rules when it comes to SOV.
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Entry credits
- Marcos Angelides, Chief Strategy Officer, Spark Foundry
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Highly Commended
Company
Deloitte Digital
Client
Dow Jones & Company / The Wall Street Journal
Summary
Trust is essential for The Wall Street Journal and has been tracked for years. WSJ needed actionable insights to understand the why behind trust levels. Trust is complicated, and has many individual meanings. Combining detailed trust surveys, millions of pieces of data, and assessing thousands of behavioral variables, we isolated four essential factors driving trust, then built a dynamic predictive TrustID pilot model to track individual trust scores at scale. TrustID identified segments based on which dimensions of trust they prioritized most, and then tracked testing of targeted campaigns to deliver relevant content to these customers, successfully increasing traffic, and decreasing churn.
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DEL PRI Digital RGB.eps
Entry credits
- Almar Latour, Chief Executive Officer, Dow Jones & Company / The Wall Street Journal
- Sharon Ribner, SVP Marketing, Dow Jones & Company / The Wall Street Journal
- Katie Fabry, Marketing Director, Dow Jones & Company / The Wall Street Journal
- Nicole Gallagher, Principal, Deloitte Digital
- Andy Ho, Principal, Deloitte Digital
- Michelle McGuire Christian, Principal, Deloitte Digital
- Ashley Reichheld, Principal, Deloitte Digital
- Lauren Teegarden, Project Lead, Deloitte Digital
- Jennifer Daily, Customer Insights, Deloitte Digital
- Jack Alexander, Customer Insights Support, Deloitte Digital
- Jonathan Epstein, Customer Insights Support, Deloitte Digital
- Michal Laclavik, Data Science, Deloitte Digital
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Nominated
Company
Performics @ Starcom
Client
Primark
Summary
In 2022 as online shopping dominates the way brands trade, Primark came to us in need of a data-driven content strategy and website built for today.
Thankfully we had a ready-made alternative source of data with Intent Based Planning (IBP), our proprietary machine learning tool that uncovers user behaviour based on Google search data.
Going to Google, users express exactly what they are looking for, in their own words. These searches leave a data trail for us to collect, model and interpret - giving us an invaluable insight into the motivations behind each click.
Armed with a wealth of user behaviour knowledge ranging from the latest fashion trends to the most wished-for items, topics and inspiration content - we devised a robust content strategy with the aim to position Primark’s new website as a source of inspiration for fashionistas. We did so by mapping out their consumers’ journey, boosting discoverability by optimising product category pages & blog content, and creating an information architecture model with a user-first approach.
Our data-driven content strategy aligned with user motivations, driving an influx of excited users to Primark’s new sleek website, resulting in a significant boost in performance metrics.
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Entry credits
- Alina Gainullina, Director, Performics
- Gabriella Gasparini, Account Manager, Performics
- Dawn Nicholson, Marketing, Primark
- Jayne Bibby, Marketing, Primark
- Daniela Sobral , Marketing, Primark
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Award
Company
Performance Art
Client
Black & Abroad
Summary
The Black Elevation Map is an immersive digital experience that reimagines the American landscape by visualizing the heights of The Culture as elevation. The platform takes cultural data, such as Black population data, historical markers, Black-owned businesses, and social media activity, and visualizes it as points of interest on a dynamic, searchable elevation map of the United States. The greater the density of data, the higher the elevation.
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Entry credits
- Eric Martin, Client, Black & Abroad
- Kent Johnson, Client, Black & Abroad
- Ian Mackenzie, Chief Creative Officer, Performance Art
- Pedro Izzo, Associate Creative Director, Performance Art
- Benson Ngo, Associate Creative Director, Performance Art
- Hemal Dhanjee, Copywriter, Performance Art
- Tobi Adebowale, Copywriter, Performance Art
- Paula Purdon, Copywriter, Performance Art
- Jasmine Mans, Copywriter, Performance Art
- Nzegwhua Anderson, Experience Delivery Lead, Performance Art
- Joe Szabo, Senior Experience Designer, Performance Art
- Leon Mullings, Experience Designer, Performance Art
- Emily Plewes, Studio Designer, Performance Art
- Colin Craig, Executive Creative Director, Performance Art
- Sharon Nelson-Bailey, Producer, Performance Art
- Kirk Linkletter, VP, Strategy, Performance Art
- Leandra Legendre, Strategist, Performance Art
- Simran Kaur, Strategist, Performance Art
- Eli Ferrara, Strategist, Performance Art
- Cassandra Cervi, Strategist, Performance Art
- Priyanka Goswami, SVP, Head of Strategy, Performance Art
- Kaylen Dillon, Program Manager, Performance Art
- Darwin Garcia, Digital Producer, Performance Art
- Jordan Dinning, SVP, Managing Director, Performance Art
- Ricky Gunawan, Account Supervisor, Performance Art
- Jon Rae, Account Director, Performance Art
- Stuart Cheesmond, VP, Technology, Performance Art
- Suraj Patel, Technical Solutions Consultant, Performance Art
- Arnaud Icard, Group Director, Product Development, Performance Art
- John Iacoviello, Lead Developer, Performance Art
- Cody Schreiber, Full Stack Developer, Performance Art
- Heung Lee, Interface Developer, Performance Art
- Valerian Nasqidashvili, Senior Technical Architect, Performance Art
- Natalia Zadorozhna, Quality Assurance Lead, Performance Art
- Nataliya Vislyanska, Quality Assurance Analyst, Performance Art
- Suraj Patel, Solutions Consultant, Performance Art
- Kaivalya Kashyap, Solutions Consultant, Performance Art
- Anil Iqbal, Analytics Manager, Performance Art
- Shaista Meghji, Junior Analyst, Performance Art
- Abdul Dau, Analytics Analyst, Performance Art
- Gigi Basanta, Consultant, Performance Art
- Andrea Cook, Chief Executive Officer, Performance Art
- Elizabeth Sellors, Chief Operations Officer, Performance Art
- Tré Seals, Designer, Vocal Type Co.
- Kelly Fyffe-Marshall, Director, Alfredo Films
- Shivam Pandya, DOP, Alfredo Films
- Alex Henry, Producer, Alfredo Films
- Holly Rowden, Producer, Alfredo Films
- Michael Ofori-Attah, Editor, Alfredo Films
- Hilda Pereira, VFX Executive Producer, Alter Ego
- Andrew Tavares, VFX Producer, Alter Ego
- Rob Fisher, Motion Designer, Alter Ego
- Ian Flaig, Motion Designer, Alter Ego
- Conor Fisher, Colourist, Alter Ego
- Daniel Saavedra, Colour Assistant, Alter Ego
- Joel Osis, VFX Artist, Alter Ego
- Victoria Gaston, VFX Assistant, Alter Ego
- Simon Jain, Audio Director, TA2 Sound + Music
- Heather Ngo, Project Manager, TA2 Sound + Music
- Dean Metherell, Audio Engineer, TA2 Sound + Music
- Justin Poon, Assistant Audio Engineer, TA2 Sound + Music
- Steve Gadsden, Creative Director, TA2 Sound + Music
- Nish Shah, Chief Strategy Officer, Initiative Canada
- Lara Senbanjo, Director, Communications Design, Initiative Canada
- Christian Kern, Director, Strategy, Initiative Canada
- Cynthia Steele, Head of Content, Reprise Canada
- Tyler Dmytrow, Sr. Director, Strategy & Social Commerce, Reprise Canada
- Wendi Dunlap, SVP, Global Client Solutions, Kinesso
- Mandy Wong, Director, Audience Solutions, Kinesso
- Rory Materson, Manager, Audience Solutions, Kinesso
- Kayla Osmond, Creative Agency Partner, Meta
- Katie Wall, Creative Agency Partner, Meta
- Scott Drey, Creative Director, Meta
- Michael Dooley, Creative, Meta
- Shannon Stephaniuk, Public Relations, Glossy Inc.
Entry video
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Nominated
Company
Wunderman Thompson
Client
BT Sport
Summary
In 2021, Society, and sport, had reached a tipping point in the battle against inequality.
BT’s brand mission is to Connect for Good. So, they wanted to use their platform – as a sports broadcaster and connectivity provider – to lead the fight against online abuse.
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Entry credits
- Steve Aldridge, Chief Creative Officer, Wunderman Thompson
- Christopher Mckee, Creative Director, Wunderman Thompson
- Richard Morgan, Creative Director, Wunderman Thompson
- Josh Baggot, Creative, Wunderman Thompson
- Sam Huckle, Creative, Wunderman Thompson
- Tyler Hendy, Lead Designer, Wunderman Thompson
- Rebecca Pinn, Senior Strategist, Wunderman Thompson
- Sid McGrath, Chief Strategy Officer, Wunderman Thompson
- Matt Steward, Chief Client Officer, Wunderman Thompson
- Andy Lane, Managing Partner, Wunderman Thompson
- Natalie Wilson, Account Director, Wunderman Thompson
- Phil Watson, Business Director, Wunderman Thompson
- Nick Firth, Artworker, Wunderman Thompson
- Paul Grainger, Head of Studio, Wunderman Thompson
- Hanna Apperley, Delivery Director, Wunderman Thompson
- James Wilson, Project Director, Wunderman Thompson
- Jane Evans, Senior Data Strategy Director, Wunderman Thompson
- Juan Delgado, Data Science Director, Wunderman Thompson
- Magda Zubala, Senior Data Scientist, Wunderman Thompson
- Steve Richards, Data Partner, Wunderman Thompson
- Dave Watkins, Data Strategy Lead, Wunderman Thompson
Entry video
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5
Most Effective Use of Organic Search
Description
For work you’ve done, that demonstrates a movement in rankings in SERPs across a target keyword list, an increase in natural search traffic, and an increase in revenue (if applicable) over the campaign period.
Nominated
Company
Urban Decay Cosmetics
Summary
As part of our strategy to be the number 1 makeup brand in eyeshadow, eyeliner and setting spray and scale Urban Decay’s online sales to 50% by 2023 and to 70% by 2024, we refocused our acquisition efforts on nonbrand SEO as our main cost-efficient traffic driver across Amazon, Sephora, Ulta, and Amazon.
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Entry credits
- Benjamin Lord, VP, Global Digital, Urban Decay Cosmetics
- Carole Sanderson, Director, DMI Digital, Urban Decay Cosmetics
- Julie Tang, Consultant, DMI Digital, Urban Decay Cosmetics
- Kaleena Abraham, Junior Digital Associate, Urban Decay Cosmetics
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Award
Company
Reddico
Summary
While a highly respected brand, The Cotswold Company’s website wasn’t ranking within the top 60 positions for any commercial non-branded terms.
The downward trend from higher-ranking positions started in 2017 and they’d had no significant non-branded rankings at all since mid-2019, despite four previous SEO agencies trying to turn the situation around.
As a result, non-branded organic traffic and revenues were almost non-existent.
Our challenge was to identify and resolve the issues impeding the site’s ability to rank for non-branded terms:
- Significantly improve average non-branded keyword rankings
- Drive an increase in organic non-branded traffic
- Drive an increase in revenue from non-branded traffic
The results have been outstanding and a testament to the Reddico team’s hard work, creativity, deep technical knowledge and collaboration with the client.
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Entry credits
- Craig McDermott, Director, Reddico
- Beth Tolson, Senior Content Writer, Reddico
- Emily Barrington, SEO Consultant, Reddico
- Samuel Banks, Head of Development & Technology, Reddico
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Nominated
Company
accelerate agency
Client
Dialpad
Summary
accelerate agency began working with US-based telecoms SaaS giant Dialpad in March 2021. Although a well known brand, Dialpad had not previously focused on developing SEO into a sales channel. With accelerate’s help, Dialpad’s weekly organic traffic value has increased 2,230% in just 18 months.
This has been possible thanks to accelerate’s highly innovative workflow system. With over 110 employees working in the UK, the US, the Philippines, and Eastern Europe, the team has developed highly compartmentalised and scalable procedures for Outreach, Content Pitching, and Content Creation. To date, accelerate has acquired 3,524 links for Dialpad, all from highly relevant domains with authority of at least 55.
accelerate agency has also managed several other key tasks for Dialpad since the campaign’s launch. These include the redirection of two domains Dialpad had acquired, and the creation of new sites for the UK, Canada, France, and Australia & New Zealand. The UK site, launched in April 2022, has received 30K clicks so far - well ahead of its 13K target.
As a result of these impressive results, Dialpad doubled its monthly retainer after six months, increasing it a further 50% a few months later.
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Entry credits
- Nick Brown, CEO, accelerate agency
- Paul Wilkinson, Director of Operations, accelerate agency
- Aimee Cando, SEO Manager, accelerate agency
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Nominated
Company
Performics @ Starcom
Client
Domino’s Pizza Group
Summary
Domino’s is a market leader in the UK’s booming takeaway industry but as their SEO and Content partner we had seen organic search performance lagging behind competitors due to a few factors.
One of the biggest was a failure to deliver vital information that guides search customers on their path to purchase.
For this business to deliver a consistently excellent user experience, it needed to catch up with the fact that 46% of Google searches are driven by locally relevant information.
With this insight, we informed Domino’s their local search presence was lacking rich content and top to bottom optimisation for search queries.
Today Domino’s deliver more than 50 million orders every year and from over 1,200 store pages across the UK and Republic of Ireland. Overhauling local organic presence of a business of this size required a hyper-localised, data-driven strategy and robust project management.
To deliver, we pulled together more than five client and agency teams from Domino’s, Starcom and Yext. To work in tandem we designed robust processes which we can replicate for future search-driven B2C projects.
Ensuring this market leader answered users’ questions was only possible with seamless integration between Domino’s internal teams and technologies developed by Yext.
With this approach, we were thrilled to deliver Domino’s a transformational 49.6% increase in organic search revenue and significant return on investment. This marked a step-change for our client - accompanied by an additional 430%+ growth in traffic to local pages, a trend that has continued to rise month-on-month.
Entry image
Entry credits
- Siân Bubb , Marketing, Dominos
- Sneha Mohan, Director, Performics
- Luke Monterosso, Manager, Performics
- Kathy Connolly Livings, Marketing, Dominos
- Yann Veronneau, Account Executive, Performics
- Joel Joel, Senior Executive, Performics
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Highly Commended
Company
Housekeep
Summary
Housekeep is on a mission to own the home across the UK – delivering every cleaning & tradesperson job in every home. And organic search is a big piece of the puzzle.
Over the last 12 months Housekeep's in-house Marketing team have continued to optimise & build out their organic search campaigns. Their activity has helped the business solidify their position as market leader in the UK's £5bn home cleaning industry – keeping the business top of SERPs and top of market.
Alongside delivering record-level conversions in their home cleaning service, Housekeep's organic search campaigns have enabled the business to expand into new service verticals in new locations. Housekeep's website is now optimised for searches across a range of tradespeople services & service tasks.
Housekeep has achieved success through a targetted, localised strategy, informed by competitor analysis & extensive keyword research. Their campaigns are completely scalable, and assisted by smart technology developed in-house by Housekeep's technology team.
Entry image
Entry credits
- Liam Dickerson, Head of Digital Marketing, Housekeep
- Henry Paterson, Marketing Executive, Housekeep
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4
Most Effective Integrated Marketing Campaign
Description
Your entry should demonstrate the use of at least three types of media. At least one of these should be digital while the others can be more traditional channels.
Nominated
Company
The Kite Factory
Client
White Claw
Summary
The summer of 2021 saw a new category boom in the UK - Hard Seltzers. Having had monumental success in the US, White Claw was launching in the UK with the same aspiration.
Only this time, it wasn’t just a product launch, but also a category launch with over 200 entrants to market to compete with. Our objective was to build awareness to convert into sales to drive value share.
A refreshing low-calorie beverage, White Claw is the perfect drink to own the summer socials. Using segment insight to understand what our audiences return to socialising could look like post pandemic, we knew our parks would be a key entry point for the brand. We set out to own parks in key opinion-forming neighbourhoods in London and Manchester.
We used a combination of OOH, to give us status and scale, aligned to geo-located Digital targeting to serve additional messages and funnel the public towards places where they could get a can in their hand to encourage trial, closing the loop on awareness and ‘can-in-hand’ trial. This was augmented with paid social and BVOD to maximise the buzz around the brand, alongside other Owned Earned and Shared activations.
This approach made this integrated campaign unmissable and successful. We drove 56% uplift in awareness in London as a result of our activity. Our summer activity has made us the UK’s #1 hard seltzer brand with 42% value share, leading the category by some way.
Entry image
Entry video
Entry credits
- Lucy Prince, Marketing Exec, The Kite Factory
- Rik Moore, Managing Partner, The Kite Factory
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Award
Company
VMLY&R
Client
Human Rights Campaign
Summary
In 29 of 50 U.S. states, it’s legal to discriminate against LGBTQ+ Americans. The Equality Act would change that — providing blanket protections for LGBTQ+ Americans in every state. But most Americans don't know these outdated laws still exist. So, the Human Rights Campaign (HRC), the largest LGBTQ+ advocacy group in the country, needed to grab Americans’ attention and urge them to tell their senators to pass the Equality Act.
The American flag, with its 50 stars representing the 50 states, is the ultimate symbol of freedom in the U.S. But 29 states aren't living up to their promise of freedom for every American, so 29 stars had to come off the flag.
The HRC created “The Reality Flag," an American flag with 29 stars stripped away to represent the 29 states that still deny LGBTQ+ Americans basic freedoms.
The HRC used the Reality Flag to launch a nationwide, 360-degree campaign across TV, radio, OOH, social media, and influencers. Every piece communication drove to RealityFlag.com, where Americans could put immediate pressure on their senators to pass the Equality Act.
As a result, 96% of U.S. senators were contacted by thousands of people.
The initiative earned 480M+ media impressions through outlets like The Washington Post, Fast Company, USA Today, The Hill, Oprah, Elle, Cosmopolitan, Metro Weekly, Xtra and Queerty.
The website experienced a 3,200% increase in traffic and social efforts reached 11.6 million people.
The campaign, led by VMLY&R, was supported by WPP companies BCW, The Corner Shop, Wavemaker, and Hogarth.
Entry image
Entry video
Entry credits
- Jamie Dierking, Director, Communications, VMLY&R
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Nominated
Company
Brandnation
Client
Merrell
Summary
In the Summer of 2021, the Great British public had discovered a renewed affinity for the outdoors as international travel continued to be surpassed by the pandemic. As a well-respected hiking footwear brand, Merrell wanted to capitalise on a love for the great outdoors and the year of the staycation. As a result, the brand partnered with the Royal Geographical Society to establish the Seven Natural Wonders of the UK in a mission to inspire active native travel and uncover the best of nature's artistry on these shores. Do know your Pistyll Rhaeadr from your Loch Coruisk and the Cuillins? The concept captured the nation's appetite for adventure through an integrated campaign - that even resulted in its own Wikipedia page generated by the Wikipedia community.
Entry image
Entry credits
- The Brandnation, Team, Brandnation
- Merrell Marketing , Team, Merrell
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Nominated
Company
ViewSonic
Summary
ViewSonic has been in the display business for over 30 years, being among the first to offer next-level resolution and color fidelity to PC gamers.
Through the process of launching our ELITE line in 2019, we learned that over 60% of gamers don’t consider themselves to be a ‘gamer,’ while also being overlooked by gaming brands in their primary messaging and market positioning.
To address this discrepancy, ViewSonic released the OMNI line and married both product lines under the overall umbrella of ‘ViewSonic Gaming’.
Hence the ‘United by Play’ campaign was born to facilitate this rebrand and drive consideration for ViewSonic Gaming – spearheaded by the slogan: “No matter why you game, we’re all United by Play”, and aimed to reconcile the disconnect between stereotypical ‘gamers’, casual players, and everyone in between. We positioned ourselves as the most inclusive gaming display solution company that has something for everyone, without excluding anyone. We celebrated the thing that brings all players together – the love of the game.
Being a global initiative, the campaign consisted of offline and online activations across multiple continents. These included: building a new global landing page, an influencer-driven charity tournament during CES, engaging gamers through social media, digital advertising across YouTube and premium gaming publishers, and a competition to give our audience members a chance to win our fantastic monitors.
Trying to be inclusive and address the entire spectrum of gamers was a risk, but it paid off… BIG TIME!
Entry image
UBP Board.pdf
Entry video
Entry credits
- James Chu, CEO, ViewSonic
- Bonny Cheng, COO, ViewSonic
- Oscar Lin, General Manager of the Monitor Business Unit, ViewSonic
- Melissa Wang, Global Product Development Manager, ViewSonic
- Vincent Yang, Global Product Development Manager, ViewSonic
- Ray Kao, Global Product Development Manager, ViewSonic
- Steven Yu, Global Marketing Director, ViewSonic
- Austin Powers, Global Strategy Director, ViewSonic
- Jim Tien, Global Marketing Project Manager, ViewSonic
- Amy Chang, ViewSonic, ViewSonic
- Marcellus Wu, Global Influencer Marketing Manager, ViewSonic
- Tricia Ting, Global Creative Director, ViewSonic
- Blythe Lin, Global Video Director, ViewSonic
- Jason Chen, Global Art Director, ViewSonic
- Yunni Wu, Global 2D Director, ViewSonic
- Jim Klar, Global Copywriter, ViewSonic
- Billy Choi, Global Digital Campaign Manager, ViewSonic
- Ana Jonjic, Global Digital Campaign Executive, ViewSonic
- Charlie Wu, Senior Global Digital Marketing Manager, ViewSonic
- Molly Lin, Associate Global Social Media Manager, ViewSonic
- Pammela Murphy, Associate Global Social Media Manager, ViewSonic
- Carol Hsu, Senior Global PR Manager, ViewSonic
- Mackenzie Hartman, Global PR Executive, ViewSonic
- Jeff Volpe, President of ViewSonic Americas, ViewSonic Americas
- Sally Wang, VP of Product & Marketing, ViewSonic Americas
- Kevin Hertfelder, Marketing Communications Director, ViewSonic Americas
- Jeff Muto, Director of Business Line, Director of Business Line
- Kenneth Mau, Product & Channel Marketing Director, ViewSonic Americas
- Danny Ordway, Vertical Marketing Manager, ViewSonic Americas
- Ruben Caputo, Vertical Marketing Manager, ViewSonic Americas
- Tina Chu, Senior Digital Marketing Manager, ViewSonic Americas
- Ray Hedrick, Product Manager, ViewSonic Americas
- Demetrius Wren, Director, Two Kids with a Camera
- Huichieh Danielle Yeh, Executive Producer, Select Entertainment
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0
Paid Media Campaign
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain this, please let us know.
8
Most Effective Use of Paid Search
Description
Any paid search activity you’ve undertaken that demonstrates a great strategy to meet client’s objectives and campaign KPIs.
Company
Equator
Client
HCA Healthcare UK
Summary
Equator was tasked by HCA Healthcare UK – a major private healthcare provider – to run PPC activity to drive efficient growth with bigger lead and RoAS targets compared to 2019. Their approach required radically overhauling the Google Ads account and build up to 86 campaigns across 21 different health service lines which launched in January 2021. They used an evolutionary approach to automated bidding and keyword match type plus they divided the campaigns for each service line into up to 5 themes which showed various intent levels.
The new structure made it easier to review data and apply learnings for each quarter to scale efficiently account growth. Not only did they record quarterly revenue growth by 279% from Q1 2021 to Q1 2022 and RoAS increasing by 52%, Equator surpassed the lead target in those 15 months by 127% and delivered a 149% increase in ROI compared to the previous period.
Entry image
Entry credits
- David Podesta, Search Manager, Equator
- Matthew Perry, Senior Search Manager, Equator
- Nicholas Barclay, Search Executive, Equator
- Tarun Nayyar, Digital Media Lead, HCA Healthcare
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Highly Commended
Company
Launch
Client
IMSM
Summary
International ISO (International Organisation for Standardisation) consultancy IMSM brought paid media agency Launch on board to increase Sales Qualified Leads across seven key markets. But the account lacked a clear strategy and with inconsistent data across its global markets, Launch needed to do far more than just execute an effective paid search campaign.
This partnership has been all about layering complementary technologies with innovative techniques to drive results. First, we restructured paid media campaigns to align with our newly defined strategy, all while undertaking a major rebuild of the Google Tag Manager containers to ensure we had reliable data. We then integrated with IMSM’s CRM (HubSpot) to import offline conversions into the Ads platform, which opened the door to value-based bidding. The final flourish was using Funnel to handle the heavy lifting and blending of data from numerous sources to provide robust, real-time reports to everyone.
On top of an 80% increase in SQLs, 13% reduction in cost per lead, and 130% increase in sales, IMSM has expanded the programme into new territories and international markets – thanks to its confidence in this multi-faceted paid media strategy. We continue to help IMSM scale up in a balanced way, with plans to provide even deeper insights by adopting value-based bidding across the full customer journey.
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Entry credits
- Jaye Cowle, Managing Director, Launch
- Charlie Gordon, Account Director, Launch
- Silke Holguin-Butters, Multilingual PPC/SEA Consultant, Freelance
- Michael Patten, Data Strategist, Launch
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Nominated
Company
iCrossing UK
Client
Fidelity
Summary
The path to purchase within the financial services industry differs widely depending on which product is being sold. Fidelity’s Paid Search campaigns were traditionally optimised for last click account openings and revenue deposits – meaning this model didn’t differentiate between the customer mindset and journeys to purchase for each product.
Aiming to grow new account openings and assets for 2022, we changed our strategy to ensure that top of funnel results driven by generic keywords were equally as important as final account openings driven by brand, enabling us to capture customers at all stages of their journey.
Entry image
Entry credits
- Julia Morrow, Account Director, iCrossing
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Nominated
Company
Artefact
Client
Hertz
Summary
Hertz is the world's largest car rental company, with 6,500 locations in 140 countries. Hertz was hit by pandemic-related travel restrictions, but as they eased, people began renting cars again.
In August 2021, Hertz asked Artefact to capitalise on these new customers by designing a Paid Search strategy to drive new customer acquisition, especially to capture last-minute demand.
Innovative ways had to be found to increase spend while delivering ROAS goals. Auction Time Bidding only works when enabled for long periods of time. As Hertz digital marketing campaigns only began to re-open in summer 2021, all bid strategies had to reset and begin learning again. This led Artefact to pursue a micro-conversion bidding strategy.
A micro conversion is an action taken by a user towards the completion of a goal, such as selecting a vehicle, optional extras or entering payment details. Micro-conversions allow AI to analyse multiple touchpoints, increasing responsiveness and accuracy of insights.
This can be used within the bidding equation to help Hertz understand where customers are falling off, improving their overall sales strategies.
Artefact’s strategy allowed Hertz increased revenue by 378% and conversion by 399% (vs 3 months prior).The low volume challenge was overcome; 100% of their generics spend was managed using Auction Time Bidding.
From August onwards this resulted in a large increase in new customer acquisition. This trend continued, peaking in October, a traditionally quiet month for the travel industry, and continued well into the low season of November and December.
Entry image
Entry credits
- Edouard Destrem, Head of PPC, Artefact
- Veronica Campana, Head of Display & Social, Artefact
- Bernal Mazaira, Paid Search Senior Account Manager, Artefact
Entry video
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Nominated
Company
Netpeak
Client
Insurance company ARX
Summary
New product launch in Europe during a full-scale war in Ukraine. In March 2022, ARX Insurance launched a new product – the Green Card as international auto insurance. Several million Ukrainians have gone abroad, many of them by their own cars. Therefore, the main purpose of this product is to provide refugees from Ukraine with reliable and affordable insurance that could cover the cost of car accidents abroad.
Our main goal was to attract new customers for this insurance policy in 1.5 months. We used Branded and Non-branded search, Discovery campaigns, and Customer Match for targeting Europe. As a result, we exceeded the lead generation plan by 292% with Paid Search.
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Entry credits
- Yuri Gruzynsky, Head of Enterprise Department, Netpeak
- Eugenia Dolinina, PPC Specialist, Netpeak
- Ilya Strizhak, PPC Specialist, Netpeak
- Roman Khokhlov, Project Manager, Netpeak
- Evgeniy Kaduk, PPC Tech Lead, Netpeak
- Anna Znamerovskaya, Head of PR, Netpeak
- Nonna Ryzha, Marketing Director, Insurance company ARX
- Anton Myronenko, Digital Marketing Expert, Insurance company ARX
- Svetlana Liubchenko, PR Manager, Insurance company ARX
- Tatiana Bielova, PR Manager, Insurance company ARX
- Irina Zemlyanskaya, Analytics Specialist, Insurance company ARX
- Marina Dziubanenko, Digital Marketing Manager, Insurance company ARX
- Oksana Bordun, Designer, Insurance company ARX
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Nominated
Company
Peak Ace AG
Client
SharkNinja
Summary
SharkNinja:
After already delivering strong results in 2020, the client challenged us to:
• Double their revenue by the end of 2021,
• Increase their conversion rate by 52% YoY
• Increase their ROAS by 28% YoY.
Without further ado, we got to work. Through a variety of methods, including optimizing copy, introducing a new keyword structure, implementing tROAS bid strategies to utilise value-based-bidding, giving the Google algorithm more relevant data to optimise performance at scale, our campaign saw distinctive success:
1. Our in-depth audit of both the account and competitors to get a clear blueprint of what and where we could optimise
2. Our strategy was both data-driven and successfully executed so well that the client launched two further European markets with us
3. The campaign was hugely profitable, with exceptional PPC results: a +435% revenue increase YoY
4. We maximised seasonal advantages by implementing multiple versions of ad copy
5. We leveraged automation opportunities by using creative ad customizer pricing adaptions via self-built KNIME workflows
6. The whole thing was extremely efficient. There was no additional cost for client and/or agency due to open-source software
Our client was extremely happy with the results: “Peak Ace has played a crucial part in growing our digital presence in Germany in the past year. This involved reorganising the account and introducing a new account structure, alongside the clever use of ad customizers, which both increased sales and cut the cost per acquisition.”
Entry image
Entry credits
- Mateusz Rychlewski, Senior Manager PPC, Peak Ace AG
- Laura Da Re, Assistant PPC, Peak Ace AG
- David Gaspar Verdejo, Trainee PPC, Peak Ace AG
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Nominated
Company
Spark Foundry
Client
Takis
Summary
TAKIS are a new rolled tortilla chip that are sure to set the UK crisps market, and your mouth, on fire. But with tiny budgets and facing category behemoths like Walkers, we knew disruption would be essential to make any progress in this already crowded market. Taking inspiration from the impending HFSS legislation and the bold nature of the brand you’d be forgiven for thinking TAKIS might defy the government and continue to nudge teenagers to try this intriguing new snack. But TAKIS are no ordinary snack, and neither was our approach. We harnessed the oldest trick in the book together with guerrilla and grass roots tactics to obliterate sales targets and secure our future on the shelves of Britain’s leading supermarkets.
Entry image
Entry credits
- Marcos Angelides, Chief Strategy Officer, Spark Foundry
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Award
Company
Torchbox
Client
Disasters Emergency Committee
Summary
In March 2022, the Disasters Emergency Committee (DEC) launched an urgent appeal to raise funds to help those forced to flee their homes in Ukraine.
Throughout the appeal, we ran all digital advertising across the Google and Microsoft Search Networks, Facebook and Instagram, and Google’s Discovery Network. The campaigns were fronted by ads and creative assets produced by our design team.
The fundamental challenge that lay at the heart of this campaign was who to target on digital platforms. This challenge was not unique to this particular appeal, but given the overwhelming public interest, it felt more acute.
However, we nailed down the right audiences, implemented a full-scale creative test and learn programme and drew on our experience working with the DEC and other emergency aid charities on similar appeals.
The appeal raised over £350 million, set a Guinness World Record for the most money raised by an online campaign in one week, and saw us deliver our highest profile digital marketing campaign yet.
Entry image
Entry credits
- Amina Iqbal, Head of Paid Media, Torchbox
- Phil McMinn, Director of Digital Marketing , Torchbox
- Louise Horner, Digital Marketing Consultant, Torchbox
- Jemma Notley, Digital Account Manager, Torchbox
- Tim Harrison, Lead Web Analyst, Torchbox
- Simon Beresford, Director of Fundraising and Marketing, Disasters Emergency Committee
- Hayley Collins, Digital and Innovation Manager, Disasters Emergency Committee
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5
Most Effective Digital Media Strategy
Description
This is for your digital communication strategies only. If you want to impress us with a strategy that includes traditional communication, you need to enter the Integrated Marketing Campaign category.
Nominated
Company
Lane Media
Client
Fairfax & Favor
Summary
In less than a decade, British lifestyle brand Fairfax & Favor has grown into a multi-award-winning brand at the very forefront of Luxury Fashion. Designing with both town and country in mind, creating timeless investments for anyone with a passion for style and adventure. Fairfax & Favor is a lifestyle.
From the stands of equestrian shows to building a multi award- winning British lifestyle brand, Fairfax & Favor have jumped every hurdle to find success with their range of rural vogue accessories, clothing and footwear. When Lane Media were first appointed by Fairfax & Favor, the brand had just successfully achieved a six figure return from a single social platform – Facebook. They clearly already knew the power of social media when it came to scaling sales. But they were relying heavily on a singular platform.
With some strategic thinking and bold platform choices, we have managed to consistently increase directly attributable Facebook sales, with total Meta revenue increasing by 88% and over £9m in the last year, to over £20m over a challenging trading period (understatement of the year).
All while building a huge, engaged new community on emerging social channels such as TikTok, Pinterest and Snapchat. We added another £7m in 2021 in paid social revenue on new channels alone.
Entry image
Lane Media MASTER CMYK copy.eps
Entry credits
- Liam Hall, Performance Media Director, Lane Media
- Barry Fearn, Managing Director, Lane Media
- Vicky Anderson, Performance Media Manager, Lane Media
- Emily Lou, Performance Media Executive, Lane Media
Entry video
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Nominated
Company
LADbible Group
Client
KFC
Summary
In 2021, KFC wanted to make people forget about turkey during the festive season and get people thinking about chicken. But in a time where people are focused on their annual traditions, and where screens are full of Christmas clutter, we needed to develop an idea that would get people talking, and ordering from KFC.
People in the UK go wild for KFC gravy over the festive period, with it being reported that over 1 million pots of KFC gravy get sold in the run up to Christmas. So our strategy was to use gravy as our trojan horse, getting people excited about it, so they buy more chicken to go with it. To do this, LADbible and KFC partnered to create, and give away, the world’s first and only ‘KFC Gravy Card’, a VIP black card for gravy that provides one lucky owner with a year's supply of KFC gravy.
Our media approach was three-pronged. Firstly, for maximum impact, we would execute a synchronised cross-channel launch announcing the card and competition, followed by social content that sustained interest in the week after, before a third burst of activity provided a last call for entries.
This approach allowed us to turn a single black card into a campaign that kept KFC firmly top of mind during the Christmas season, generating 5.8 million impressions (94%) above target, 6.9k clicks to the KFC website, 4.7k entering the competition to win, and contributting to 1.9 extra visits per person to KFC in total.
Entry image
Entry credits
- Lucy-Jane Walker , Business Director, LADbible Group
- Tommy Willis, Associate Creative Director, LADbible Group
- Steph Cripps, Client Projects Lead, LADbible Group
Entry video
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Highly Commended
Company
Serotonin
Client
ASSOS of Switzerland
Summary
ASSOS of Switzerland is a premium cycling clothing company born in 1976 and the creators of the first lycra shorts.
We were appointed to help them scale the brand through digital marketing, with a focus on creativity around product launches. Our campaigns achieved record breaking results for ASSOS and put our agency on the map in Manchester - and we did it the Serotonin way; by squaring up to big goals, driving innovation, testing the limits of creativity, and building truly collaborative partnerships.
In the time we have worked together, from January 2021 to present day, we have helped ASSOS launch new products, opened up new markets, and created new opportunities across multiple channels. We have transformed their digital marketing strategy
And as a result we have delivered their highest revenue generating year since the brand began 45 years ago, their most successful ever sale periods, and the best revenue generating weeks in company history.
The partnership has enabled us to grow as an agency, and implement a multi-channel digital strategy for ASSOS that has helped future-proof their growth.
ASSOS x Serotonin is for all the small agencies with brave ideas achieving big things.
Entry image
Entry credits
- Dom Carter, Digital Director, Serotonin
- Dan Wilson, Digital Account Manager, Serotonin
- Casey Hilton, Paid Social Manager, Serotonin
- Tom Needham, PPC Manager, Serotonin
- Tim Hyde, Paid Social Manager, Serotonin
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Nominated
Company
The Times and The Sunday Times - News UK
Summary
In an economic downturn, where customers are tightening their purse strings and cancelling recurring payments, the in-house digital media team at The Times and The Sunday Times have evolved strategies across all channels to drive continued subscription growth with a 40% YOY increase from FY21 to FY22*.
This evolution of campaigns, coupled with the introduction of key new channels has underpinned the companies success in driving record Pre-tax profits which were up across FY22 by 237% in the year to June 27.
Across culture, business, style, money, current events, world news, politics and sport, we’ve continued to bring our trusted journalism to customers, with the delivery of this via digital channels transforming how people absorb the stories that matter most.
*Please note our financial years fun from July - June as per the Australian financial year.
Entry image
Entry credits
- Ashleigh Pring-Shambler, Head of Digital Campaigns, News UK
- Chiara Agostinelli, Programmatic Senior Executive, mSix&Partners
- Eliza Hunt, Digital Campaigns Manager, News UK
- Erin Wilson, Performance Marketing Manager, News UK
- James Quinn, Head of Performance Marketing, News UK
- Jiangping Li, Senior Performance Marketing Manager, News UK
- Marta Montis, Performance Marketing Executive, News UK
- William Sutcliffe, Performance Marketing Executive, News UK
- Shannon McDevitt, Digital Campaigns Marketing Executive, News UK
- Sarah Thomson, Performance & Digital Campaigns Director, News UK
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Award
Company
ViewSonic
Summary
Through the process of launching our Elite line of pro-grade gaming monitors in 2019, we discovered that the majority of game-playing individuals did not actually identify themselves as ‘gamers’, while less than a third even resembled the stereotypical image we associate with gamers in modern media. To address this discrepancy, ViewSonic released the Omni range and married both product lines under the overall umbrella of ‘ViewSonic Gaming’.
Hence ‘United by Play’ was conceived to facilitate this rebrand and drive consideration for ViewSonic Gaming – spearheaded by the slogan: “No matter why you game, we’re all United by Play”, and aimed to reconcile the disconnect between stereotypical ‘gamers’, casual players, and everyone in between. Being a global initiative, the campaign consisted of digital activations across multiple continents, including: building a new global landing page, engaging gamers through social media, paid advertising across YouTube and premium gaming publishers programmatically, and a social competition to give our audience members a chance to win our fantastic monitors.
Trying to be inclusive and address the entire spectrum of gamers was a risk, but it paid off… BIG TIME!
Entry image
UBP Board.pdf
Entry credits
- James Chu, CEO, ViewSonic
- Bonny Cheng, COO, ViewSonic
- Oscar Lin, GM, Monitor Business Unit, ViewSonic
- Melissa Wang, Global Product Development Manager, ViewSonic
- Vincent Yang, Global Product Development Manager, ViewSonic
- Ray Kao, Global Product Development Manager, ViewSonic
- Steven Yu, Global Marketing Director , ViewSonic
- Austin Powers, - Global Strategy Director , ViewSonic
- Jim Tien, Global Marketing Project Manager, ViewSonic
- Amy Chang, Global Marketing Project Lead , ViewSonic
- Marcellus Wu, Global Influencer Marketing Manager, ViewSonic
- Tricia Ting, Global Creative Director, ViewSonic
- Blythe Lin, Global Video Directo, ViewSonic
- Jason Chen, Global Art Director, ViewSonic
- Yuni Wu, Global 2D animator, ViewSonic
- Jim Klar, Global Copywriter, ViewSonic
- Billy Choi, Global Digital Campaign Manager, ViewSonic
- Ana Jonjic , Global Digital Campaign Executive, ViewSonic
- Charlie Wu, Global Digital Marketing Senior Manager, ViewSonic
- Molly Wu, Global Social Campaign Manager, ViewSonic
- Pammela Murphy, Global Social Media Executive , ViewSonic
- Carol Hsu, Global PR Senior Manager, ViewSonic
- Mackenzie Hartman, Global PR Executive, ViewSonic
- Demetrius Wren, Director, Two Kids with a Camera
- Huichieh Danielle Yen, Executive Producer , Select Entertainment
Entry video
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2
Most Effective Use of VR and AR
Description
Share your best virtual or augmented experiences with us. Tell us why your entry is so good in terms of impact, quality and results.
Award
Company
Bidstack and Starcom Worldwide
Client
Paco Rabanne
Summary
In the run-up to the 2021 holiday season, Paco Rabanne wanted to promote the luxury men’s fragrance ‘Invictus’ in North America and partnered with Bidstack and Starcom Worldwide to help develop their strategy. The campaign aimed to elevate Invictus above the competition by engaging the target audience through their passion points in new environments.
In addition to a programmatic in-game execution across 19 leading franchises, Paco Rabanne utilised VR to establish a nationwide virtual competition which challenged audiences to test their athletic skills and abilities alongside American sporting icon Tim Howard. The ‘Invictus Challenge’, developed especially for the campaign, saw a branded ‘Reaction Wall’ added to Rezzil’s hit game, Player 22. Here players had the opportunity to test their athletic merit and take on a sporting icon in an immersive training environment featuring Invictus branding.
The partnership with Tim Howard amplified campaign reach and combined the concepts of a legendary champion from a real-life sporting context with the game’s virtual world, creating an authentic and interactive experience for gamers. The challenge encouraged real-world participation, offering a series of signed sportswear and Invictus products as prizes to audiences who took part in the competition or engaged with the brand on associated social posts.
The experiential campaign made Invictus the world’s first fragrance to create a sporting challenge in a VR environment and succeeded in increasing purchase intent and improving brand perceptions among their target audience.
Entry image
Entry credits
- Adam Fisher, VP Agency Sales, Bidstack
- Lewis Hadley, VP Marketing, Bidstack
Entry video
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Nominated
Company
Performance Art
Client
BMW Canada
Summary
A dynamic, content-rich Meta-based AR ad experience that delivers on the performance of BMW’s most electrifying new vehicle, the iX.
Entry image
Entry credits
- Andrew Scott, Director, Brand Management, BMW Canada
- Michael Oliver, National Manager, Brand Communications, BMW Canada
- Ryan Chu, Manager, Brand and Retailer Marketing, BMW Canada
- Connor Kennedy, Senior Specialist, Brand Communications, BMW Canada
- Ian Mackenzie, Chief Creative Officer, Performance Art
- Lee Cristiano, Associate Creative Director, Performance Art
- Benson Ngo, Associate Creative Director, Performance Art
- Jan Lemke, SVP, Group Account Director, Performance Art
- Blake Connolly, Group Account Director, Performance Art
- Alex Portillo, Account Supervisor, Performance Art
- Rory Webber, Strategy Director, Performance Art
- Eddy Adams, AR Creator, n/a
- n/a n/a, Mobile Video Production, The Colonie
- Gabe Reilly, Creative Shop Strategist, Meta
- Kayla Osmond, Creative Agency Partner, Meta
- Rich Conway, Media Agency Partner, Meta
- Meghan Kennedy, Director, Media Planning, Media Experts
- Fernanda Cunha, Media Supervisor, Media Experts
- Faebri Michetti, Media Account Manager, Media Experts
Entry video
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6
Most Effective Use of AI/Machine Learning
Description
We want to see how you’ve used of AI/Machine Learning in a campaign or strategy. Make sure you clearly demonstrate how it affected your overall results.
Nominated
Company
BrightBid
Client
Moneypenny.co.uk
Summary
Moneypenny, the call and live chat experts, entered 2022 experiencing a tough environment in Google Search with CPCs in their category up 51% YoY. Google Ads typically drives a third of all leads for this B2B marketing team so the shortfall was critical to the overall plan. Moneypenny had tried a Google Automation test at the turn of the year to try and fix this issue but the learning phrase drove results far worse than a manual approach this was subsequently switched off in February. The marketing team turned to BrightBid in May 2022 for a solution. BrightBid uses AI and human expertise to create more refined Google Ads recommendations for businesses to drive customer acquisition. Our AI engine identified 4 key areas for improvement: 1) Recommended and built out new ad copy for higher bounce rate keywords 2) Identified new keywords in the long tail 3) Implemented new bidding strategies geared towards higher value customers and 4) Developed a better mix of Paid and Organic search on brand terms to optimise the budget only spending in brand PPC when other call answering companies turned on competitive search. Moneypenny’s PPC ROAS is currently up 21% YoY and will climb further as more leads convert to customers over the next few months. Moneypenny’s qualified lead rate from PPC has also increased by 16% Year on Year and Cost per Lead has reduced by 29%.
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Entry credits
- Lee Bishop , Group Head of Digital , Moneypenny
- Gustav Westman, CEO , BrightBid
- johan persson, Digital Marketing Director , BrightBid
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Nominated
Company
Adthena
Summary
Adthena’s new, one-of-a-kind Local View empowers marketers to understand and navigate their local search landscape like never before, to obtain more value from PPC budgets.
The Covid-19 pandemic caused a major shift in global online consumer behavior, with an unprecedented number of people searching by location. But marketing by location requires a huge amount of consumer insight, and coupled with the fact that Google data is becoming more limited due to privacy issues, it was clear advertisers needed far more local intelligence to run PPC efficiently.
Our ground-breaking Local View solution uses advanced AI technology to provide the location-based analytical power marketers need to compete in the local search landscape. In any city, state, or Nielsen Designated Market Area (DMA), it enables marketers to understand consumer search habits, the competitive landscape, and location-specific threats and opportunities.
Unrivaled in the industry, after just one year, Local View has 43 major brands in diverse verticals monitoring 800+ locations, and is routinely achieving results for customers such as +15% market share and +20% Click Through Rate. It’s also adding value for brands as a tool to determine price point and messaging; discover how OOH advertising affects impression share; monitor brand market share vs affiliates; and save time on manual analysis with automated reporting - all across multiple locations.
With consumers continuing to shop locally following the pandemic, Local View looks set to capitalize on its first-to-market advantage to become an integral part of any search marketer’s toolkit for years to come.
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Entry credits
- Ian ORourke, CEO, Adthena
Entry video
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Award
Company
Amplified Intelligence
Summary
Amplified Intelligence provides a solution to a fundamental problem in the ad ecosystem - impressions as a currency are failing. Current media measurement does not provide clarity on whether a human is actually watching. There is a gap between perception and reality which can be filled with human based measurement at scale.
Effective omnichannel human attention to advertising metrics without bias requires a new approach to research design and technology using machine learning.
Amplified has developed technology to capture human gaze in a natural setting. We parse gaze data through machine learning models to deliver a novel attention metric. The attention metrics are then packaged and analysed to answer industry questions and solutions.
The use of eye-tracking technology is fundamental to effectively measuring attention, but the real advance is combining machine learning and innovative research design with methodology grounded in marketing theory. This takes the research conversation from examining whether advertising is effective to how ad effectiveness varies under different conditions.
Our machine learning pipeline uses the most advanced and well-curated techniques to guarantee high accuracy. Our in-house algorithms are used to observe and learn from actions of the people who volunteer to participate. This pipeline delivers sub-second accurate and granular human attention metrics across mobile, television, cinema, gaming, audio and out of home. It has the capability of estimating the attention of specific demographics, age groups, gender balance, and many other aspects of a campaign that otherwise would not be possible without our solution.
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Entry credits
- Andrew Barbara, Marketing Coordinator, Amplified Intelligence
- Karen Nelson-Field, Founder & CEO, Amplified Intelligence
- Rafael Félix, Senior Machine Learning Scientist, Amplified Intelligence
- Carole Lydon, Head of Strategic Communications, Amplified Intelligence
- Ryan Green, Chief Technology Officer, Amplified Intelligence
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Nominated
Company
Cognitiv
Summary
Cognitiv brings custom Deep Learning AI technology to the advertising and marketing landscape offering marketers an industry-leading media buying solution that is both scalable and performant. The company’s vision centers on using the latest machine and deep learning technology to deliver brands custom algorithms capable of trading and optimizing independently. Cognitiv aims to bring unique and innovative AI technologies that support the creation of impactful campaigns at scale to the marketing industry. Observing the largest industry issues, Cognitiv has tailored its solutions to address these roadblocks while delivering results that meet the needs and goals of its clients.
At Cognitiv’s onset, existing demand-side platforms (DSPs) did not have the infrastructure to support deep artificial neural networks in real-time. As such, Cognitiv built its own DSP, which is now directly connected to all the major sell-side platforms (SSPs). The technology is unique from other DSPs because it forgoes a singular one-size-fits-all algorithm in favor of customized deep learning algorithms. This model efficiently purchases media and optimizes in real-time based on an advertiser's specific objectives. For every bid request received, the model evaluates over 1000 data inputs simultaneously to determine the probability of conversion for each bid request. The model's predictions then use this data to self-improve and become more intelligent and thus more accurate over time. Through their innovative, unique deep learning capabilities, Cognitiv is able to transform client campaigns by meeting (and in many cases exceeding) KPIs and individually customizing plans for clients.
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Entry credits
- Mark Hudacsko, CTO, Cognitiv
- Jeremy Fain, CEO, Cognitiv
- Aaron Andalman , CSO, Cognitiv
- Jana Jakovljevic, VP of Client Success, Cognitiv
- Justine Frostad, VP of Marketing, Cognitiv
- Meredith Tehan, SVP of Sales, Cognitiv
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Highly Commended
Company
CatapultX
Summary
CatapultX has pioneered on-stream which programmatically delivers in-video ad experiences. In addition, our proprietary AI understands the context of the video and can place the ad at the most relevant moments. The technology can be leveraged to serve relevant ads to audiences and increase revenue for platforms, organizations and creators regardless of how big or small. CatapultX’s pioneering platform is ending interruptive advertising as we know it by making it possible to serve ads within digital media, sports and gaming content across every channel. The On-Stream platform has demonstrated to be more effective at serving relevant ads to audiences resulting in a higher click through rate, watch time and overall revenue than traditional video advertisements. While programmatically delivering in-video ad experiences, brands such as Uber, Nickelodeon and Activision see 6.8x more engagement than the traditional video ads, these non-interruptive experiences are welcomed by audiences and create new revenue streams for publishers on CTV and web video.
While working with Viant, CatapultX had to figure out how to break through a traditionally oversaturated and banner blind audience of young men for a gaming campaign. Previous efforts by the company had very low engagement and viewability. With over 85% of audiences skipping video ads, audiences are demanding a better experience. Now, Viant is able to showcase different advertisements without interrupting the video experience.
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Entry credits
- Zack Rosenberg, CEO, CatapultX
Entry video
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Nominated
Company
LoopMe
Client
La Colombe
Summary
With premium coffee drinkers adjusting to remote or hybrid schedules, La Colombe sought to generate sales and site traffic by qualifying premium coffee drinkers. LoopMe qualified this segment through our PurchaseLoop Audiences survey, asking individuals which coffee brand they preferred just weeks before the campaign launched. By addressing a qualified, recent audience with a custom question, LoopMe was able to drive a 90% increase in site traffic during the first week of launch, ultimately accounting for 25% of total site traffic and 22% of total new user traffic to La Colombe’s website during the campaign flight.
La Colombe found its main competitive audience across Starbucks primarily, as well as Peet’s and Black Rifle. LoopMe also found demographics skewing female (116 index), 18-24 (120), and with a strong $75k - $100k income (118). The major geographies were Seattle, Minneapolis & St. Paul, Chicago, and LA - cities without La Colombe cafes. These audiences frequent restaurants, premium markets (Trader Joe’s, Target), and French cafe’s (Au Bon Pain, Pret a Manger).
While LoopMe was able to drive the most efficient site traffic, we applied real-time optimization towards actual site traffic and conversion - further refining our audience as they responded to La Colombe’s creative in-flight. We found the buying audience skewed a segment older (25-34), often with 4-5 members in the household, and their Northeast Cafe footprint emerge (NYC, Boston, DC, Philly), as well as Tampa and Boston as new markets of scalable interest!
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Entry credits
- Marykate Byrnes, Director of Media and Growth Marketing, La Colombe
- Carlos Cruz, VP, East Coast Sales, LoopMe
- Kirsten Jamieson, Director of Sales, LoopMe
Entry video
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7
Best Response to Change
Description
This category rewards those companies/campaign that adapted quickly to change. This could be in response to external factors such as the Covid-19 crisis or an internal shift. The judges will look for how the team responded to a changed brief and exceeded expectations.
Nominated
Company
Barbarian
Client
Fenty Beauty
Summary
With the launch of its first fragrance, Fenty Eau De Parfum, Fenty Beauty wanted to shake up the industry and forge a direct relationship with its fans by launching direct-to-consumer. But launching exclusively online to an audience that had never smelled it posed a unique challenge.
Inspired by "ghost kitchens" (delivery-only services that don't require physical addresses), we created 5 secret Fenty ghost stores: online-only e-commerce platforms hidden in locations central to the scent’s creation built on Google Maps’ API. Each store contained a chapter of the scent's creation along with a chance to purchase it in limited-edition packaging.
Over 5 days, followers of Fenty Beauty’s social account went crazy hunting down the ghost stores, purchasing all stock within hours of discovery (without ever having smelled it) and countless signing up for future drops via email and SMS, forging direct relationships with its customers.
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Entry credits
- — —, Agency, Barbarian
- — —, Client, Fenty Beauty
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Nominated
Company
DELVE
Client
UNICEF USA
Summary
Early in 2022, DELVE was closely monitoring the situation in Ukraine for our longtime client UNICEF USA, leveraging Google Trends around the crisis for consumer search interest and donation intent. When hostilities commenced on February 24, DELVE was ready—ramping up SEM and programmatic efforts within five hours to help UNICEF raise funds for those directly impacted by the conflict. The crisis hits close to home for DELVE: Many of our colleagues are located across Ukraine, Belarus and Poland—motivating our team to work tirelessly to launch this critical fundraising campaign.
“DELVE’s work on UNICEF’s Ukraine campaign is a testament to their expertise in programmatic, and their empathy as people,” said Daison Wingard, Director of Digital Revenue & Marketing for UNICEF USA. “Their team worked tirelessly to prepare this critically important campaign, took it live within five hours of the conflict, and helped us drive nearly $2 million in donations in just five days to support displaced children and families.”
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Entry credits
- Curtis Johnson, Head of SEM & Paid Social, DELVE
- Andrew Andrew, SEM Marketing Manager, DELVE
- Dave Willis, Creative Director, DELVE
- Karlin McGinness, Head of Media Planning, DELVE
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Nominated
Company
Samba TV
Summary
Samba TV’s recent State of Viewership analysis of 24 billion hours of linear and streaming television viewing discovered that 97% of all linear ad impressions were continually delivered to the same 55% of U.S. households, highlighting the significant waste marketers were facing in the excessive over delivery of advertisements to the same audiences. Samba TV’s answer to this industry-wide problem is iCPM (incremental cost per thousand impressions), the first omniscreen solution that guarantees advertisers will reach new audiences, while only paying for those unexposed to their linear campaign to date. iCPM entered beta with several leading Fortune 500 automotive, retail, and dining clients in the fourth quarter of 2021 to address the massive waste and missed reach opportunities impacting advertisers today. This new, first-of-its-kind advertising currency was, and remains today, the only measurement and activation solution in the marketplace today where marketers only pay for ad impressions served within households previously unexposed to their traditional linear TV campaigns.
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Entry video
Entry credits
- Dallas Lawrence, SVP, Brand and Communications, Samba TV
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Award
Company
Channel Bakers
Client
Jason Markk
Summary
In 2020, when stores and malls throughout California were shuttered, Jason Markk, the world’s most trusted brand in premium shoe care products, found its path to market abruptly cut off. The company’s sales depended on its Flagship store in LA and 5000 retail locations. When stores closed, Jason Markk had to find a new route – FAST.
Jason Markk turned to Amazon for the first time. Unauthorized third-party sellers were already selling. Listings had poor quality images, content in multiple languages, unsubstantiated claims, and bad ratings and reviews. This was not the image, nor the experience Jason Markk wanted.
The goal was to go from zero revenue to something that rivaled in-store business in ONE year and do it profitably!
While this is a feat almost unheard of for a small business, it was made more challenging given that they were new to Amazon and faced stiff competition from established sellers.
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Entry video
Entry credits
- Brad Malm, Director of Creative Services , Channel Bakers
- Julio Arvizu, Sr Designer , Channel Bakers
- Ashley Ono, Designer , Channel Bakers
- Anthony Cao, Creative Director , Jason Markk
- Jason Markk, CEO, Jason Markk
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Nominated
Company
Salesforce
Summary
As the whole world gathered on Zoom and sheltered in place, Salesforce used the COVID-19 pandemic as an opportunity to launch a new show highlighting the thing everyone was missing—Connections. Episodes were designed around up-to-the-minute public health guidance and the highest standards of care were taken on set to create a safe, collegial environment for Salesforce President and Chief Marketing Officer to share personal stories and marketing insights with business leaders across a diverse range of industries. As public health guidelines changed, the show adapted with them, eventually traveling across the world to provide viewers with a global marketing perspective.
Today, Connections has become a tentpole show for Salesforce+, a first of its kind business content streaming platform and a new evolution in the way the brand connects with customers. Not only is the show meeting its original goal of providing innovative and personal marketing content, it is leading the way for a whole new wave of feature content for Salesforce.
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Entry video
Entry credits
- Sarah Franklin, President & Chief Marketing Officer, Salesforce
- Colin Flemin, EVP, Global Brand Marketing, Salesforce
- Matthew Jaffe, VP, Salesforce Studio, Salesforce
- Allison Fikse, Senior Manager, Salesforce
- Karey Green, Senior Producer, Salesforce
- Maxwell Newfield, Writer, Salesforce
- Jamie Bland, Senior Manager, Video Marketing, Salesforce
- Katie Snider, VP, Cloud Creative, Salesforce
- Jessica Cobarras, SVP, Cloud Marketing, Salesforce
- John Ilang-ilang, Associate Creative Director, Salesforce
- Faiqah Ahmad, Associate Manager, Social Media Marketing, Salesforce
- Steve Goldbloom, Director, Second Peninsula
- Melissa Williams, Business Manager, Salesforce
- Ana Davila, Project Manager, Second Peninsula
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Nominated
Company
Essence
Client
The International Olympics Committee
Summary
The Olympic Games represent one of the largest sporting events globally, bringing millions of people from all corners of the world together in a celebration of sporting achievement.
On its return, Tokyo 2020 was staged without fans, at a time when people and communities had been distanced by Covid. Against this backdrop, the International Olympic Committee’s marketing ambition was simple, to bring people together once again, irrespective of their physical distance. We needed to keep the Olympic flame alive for both Olympians and fans.
During Games time, the key to success is relevance and timeliness, with global news outlets competing to be the first to celebrate the sporting achievements of their athletes. To do so across multiple markets, time zones, and languages posed us with a huge logistical challenge.
We created a multi-faceted social campaign that tapped into national team pride around the globe, connecting hundreds of millions of people with remarkable expressions of solidarity, showing how the Olympics inspires.
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Entry credits
- Matt Ridsdale, Media Planning and Business Director, Essence
- Wega Bratsch, Client Director, Essence
- Jacob Niedzwiecki, Head of Creative Video, Essence
- James Pentland, Lead Designer, Essence
- Zeynep Arat, Senior Strategy Director, Essence
- Nadia Yalladee, Junior Motion Graphics Designer & Video Editor, Essence
- Lauren Struck, Business Director, Essence
- James Shinfield, Associate Media Activation Director, Essence
- Eugene Evsikov, Marketing Capabilities, Strategic Operations and Innovations, The International Olympics Committee
- Melissa Poh, Programmatic Media, The International Olympics Committee
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Award
Company
Deloitte Digital
Client
NYU Langone Health
Summary
41% of US adults delayed or avoided medical care over the past two years due to fear of Covid and an inability to access care. This shadow epidemic from missing care could possibly result in 10,000 additional deaths from undiagnosed breast and colorectal cancers alone. Staring in 2020, The Return Visit has been treating the fear to enter clinics in order to bring back millions of patients with the care they would not have otherwise received. The initiative changed the patient experience and fundamentally changed the way NYULH operates, communicates, and uses technology to care for patients and save lives.
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Entry video
Entry credits
- Kathy Lewis, EVP, Communication and Marketing, NYU Langone Health
- Debbie Cohn, Vice President, Marketing and Digital Communications, NYU Langone Health
- Christine Beeby, Senior Director, Marketing, NYU Langone Health
- Lauren Greene, Senior Director, Marketing, NYU Langone Health
- Matt Bartoloni, Senior Director Marketing, NYU Langone Health
- August Gresens, Senior Director, Digital Engineering and Solutions, NYU Langone Health
- Duane Miller, Director, Digital Production and Analytics, NYU Langone Health
- Danyel Sages, Associate Director, Digital Communications and Product, NYU Langone Health
- Steve Zion, Associate Director, NYU Langone Health
- Edward Miller, Analytics Architect, NYU Langone Health
- Valerie Wernick, Senior Marketing Manager, NYU Langone Health
- Sarva Azhagusundaram, Managing Director, Deloitte
- Ed Gibson, Managing Director, Deloitte
- Andrea Cusano, Senior Manager, Deloitte
- Daniel Sabido, Senior Manager, Deloitte
- Tim Nolan, Specialist Leader, Deloitte
- Ashley Palmieri, Senior Consultant, Deloitte
- Kathleen Ollen, Senior Manager, Deloitte
- Kathryn Kennedy, Manager, Deloitte
- Gabriela Wartels, Studio Senior, Deloitte
- Shefali Shrivastava, Consultant, Deloitte
- Jenny Seuling, Consultant, Deloitte
- Yadira Fuentes, Tech Consultant, Deloitte
- Liliana Garcia, Tech Consultant, Deloitte
- Tania Antunez Marquez, Tech Analyst, Deloitte
- Leslie Sims, CCO, Deloitte Digital
- Jones Krahl, ECD, Deloitte Digital
- Milton Correa, ECD, Deloitte Digital
- Aaron Sidorov, GCD, Deloitte Digital
- Leyland Streiff, Managing Director, Deloitte Digital
- Drik Ghosh, ACD Copy, Deloitte Digital
- Paige Clifton-Steele, Senior Copywriter, Deloitte Digital
- Shamel Washington, ACD Art, Deloitte Digital
- Mariel Abbene, Designer, Deloitte Digital
- Catherine Patterson, Executive Producer, Deloitte Digital
- Richard Quan, Senior Producer, Deloitte Digital
- Tiago Berbare, Editor, Deloitte Digital
- Andreia Souza, Artist Management, Deloitte Digital
- Shimi Cohen, Motion Graphics, Deloitte Digital
- Evyatar Gerafi, Motion Graphics, Deloitte Digital
- Roger Leao, Music Composition & Sound Design, Deloitte Digital
- Atheina Hasbani, Account Supervisor, Deloitte Digital
- Jenirae Beyer-Johnson, Account Executive, Deloitte Digital
- Gina Giudice, Account Coordinator, Deloitte Digital
- Jen Machiaverna, Head of Health Strategy, Deloitte Digital
- Julia Brimelow, Strategy Director, Deloitte Digital
- Anne Jennings, Associate Strategist, Deloitte Digital
- Jeremy Anderson, Director of Operations, Deloitte Digital
- Robert Rettger, Specialist Master, Deloitte
- Jennifer Miller, Account Director, Deloitte Digital
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7
Best Tech Platform
Description
This is for the best digital platform that enables the industry. You need to demonstrate how the use of the platform helps to build successful campaigns.
Highly Commended
Company
Bidstack
Summary
Bidstack offers an evolving portfolio of propriety technology that bridges the gap between interactive entertainment and advertisers by seamlessly blending branded content into natural spaces within gameplay, enabling a safe and effective channel for brands to communicate with a rapidly growing gaming audience of over 3 billion worldwide.
The lightweight SDK enables easy integration of branded content into existing and future game franchises, ensuring zero impact on technical performance. In-game advertising provides new sustainable complementary revenue streams for developers, empowering them to create innovative yet authentic experiences that enhance the end users’ experience. The SDK has now been integrated into over 100 game titles across VR, PC, Cloud Gaming and Mobile devices, featuring in some of the world’s largest gaming franchises.
Bidstack delivered the world’s first programmatic native in-game advertisement back in 2018, partnering with leading publisher Sports Interactive to implement highly visible yet non-disruptive premium advertisements into the Football Manager franchise. As Bidstack’s proprietary technology advances, the portfolio of brands now adopting in-game formats continues to grow rapidly, with over 100 blue chip brands now using Bidstack’s platform to deliver a range of award-winning activations.
Through developing technology that scales, Bidstack aspires to make in-game advertising accessible for brands across a range of industries, providing a new way to deliver relevant messaging to traditionally hard-to-reach audiences. Bidstack’s tools further enable self-serve cross-promotion, allowing publishers to utilise virtual spaces within their existing games catalogue to promote alternative projects, including new titles or commercial partnerships.
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Entry credits
- Fran Petruzzelli, Managing Director, Bidstack
- Glen Ames, CTO, Bidstack
- George Dixon, VP Product, Bidstack
- Jev Fokins, Tech Lead, Bidstack
- Kirill Morozovs, Tech Lead, Bidstack
- Arvīds Kokins, SDK Team Lead, Bidstack
- Vladislavs Burakovs, Senior Software Developer, Bidstack
Entry video
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Nominated
Company
Piano
Summary
Piano’s Digital Experience Platform empowers organizations to understand and influence customer behavior. By unifying customer data, analyzing behavior metrics and creating personalized customer journeys, Piano helps brands launch campaigns and products faster, strengthen customer engagement and drive personalization at scale from a single platform.
Headquartered in Amsterdam with offices across the Americas, Europe and Asia Pacific, Piano serves a global client base, including Air France, the BBC, CBS, IBM, Kirin Holdings, Jaguar Land Rover, Nielsen, The Wall Street Journal and more. Piano has been recognized as one of the fastest-growing, most innovative technology companies in the world by World Economic Forum, Inc., Deloitte, American City Business Journals and more.
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Entry credits
- Trevor Kaufman, CEO, Piano
- Rachael Sydnes, VP, Product, Piano
- Annbjørg Medhaug, VP, Product, Piano
- Cédric Ferreira, Chief Product Officer, Piano Analytics, Piano
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Highly Commended
Company
Frameplay
Summary
Frameplay is a global in-game advertising leader headquartered in San Francisco, California with worldwide offices and teams supporting NA, EMEA, LATAM, and APAC. Frameplay enables game developers to easily place impactful advertising intrinsically within video game environments without disrupting the gameplay performance or experience. The result is amplified brand exposure for advertisers, additional revenue for developers, and an enjoyable, uninterrupted experience for gamers.
To put it simply, one can’t take a banner ad or another digital format, slap it into a video game, and expect it to perform like it would in a web-based environment; gamers don’t want to interact with ads the same way they do in other digital media and, even when current in-game ads are interactive, they are a frustrating and disruptive experience.
Frameplay’s tech platform provides a solution to this, one that gives developers control over how they monetize their games and gives brands incredible placement to the engaged, booming gaming audience. Frameplay is able to confirm the ads are being viewed through Frameplay’s first-to-market attention metric, Intrinsic Time-in-View (ITiV), which measures the length of time an ad impression is viewable during game play.
With additional insights to Frameplay’s campaigns from Comscore Brand Lift Studies, brands are seeing consistent positive results. A leading condiment company delivered 16M+ impressions with a double-point brand lift across all major categories, including aided awareness (+38.7 pts), mobile ad recall (+20.2 pts), and likelihood to purchase the condiment (+26.7 pts).
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Entry credits
- Jonathon Troughton, CEO, Frameplay
- Cary Tilds, CSSO, Frameplay
- Julia Forelli , Manager, Business Development (Advertising) , Frameplay
- Kayla McCord, Chief of Staff, Frameplay
- Brenton Czorny, Lead Solution Architect , Frameplay
- Nicole Mancino, VP, Marketing, Frameplay
- Li Wu, CFO, Frameplay
- Luke Austin, Product Manager, Frameplay
Entry video
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Nominated
Company
Vamp
Summary
Think about the last major purchase you made.
Now, think about the research you did before you hit that buy button. Throughout that process, it’s highly likely you consumed content created by an influencer. And if you did, you’re not alone.
56% of consumers say they’re more influenced by social media images and videos when online shopping now, than they were pre pandemic. The center of gravity has firmly shifted away from traditional advertising, and into the realm of influence creators are able to offer brands.
Vamp was born out of frustration with a social landscape that lacked innovation in how brands and creators collaborate together. Vamp’s platform capabilities streamlined once disjointed parts of influencer marketing lifecycle management, helping UK fashion retail brands like Ted Baker unlock the value of working with creators.
In August 2021, Ted Baker partnered with Vamp to promote their Pre-Fall 2021 collection. The brand wanted to continue implementing a scalable influencer strategy aligned to core brand marketing objectives, build mass awareness of Pre-Fall hero products, and use social selling to move consumers further down the purchase funnel.
The campaign generated 6M+ aggregated reach across organic and boosted creator content on Instagram. Content was viewed by 511.2k unique users, with total impressions of 570.1k, generating 63.4k engagements. The media boosting element of the campaign generated a 10.6% engagement rate (20.8x higher than the industry benchmark), driving 10,537 link clicks to the Ted Baker website.
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Entry credits
- Fatih Mehtap, VP Marketing & Community, Vamp
- Luke McCarthy, Head of Content & Comms, Vamp
- Courtney Moorfield, Head of UK, Vamp
- Macauley Drake, Head of Talent Community, Vamp
Entry video
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Nominated
Company
Ogury
Summary
Ogury is the global leader in personified advertising. From the very start, we predicted that the third-party cookie model would disappear and that a new generation of technologies should be anticipated without delay. This led to the creation of our cookieless and IDless Personified Advertising Engine. Our breakthrough technology is the first of its kind, engaging audiences at scale on the websites and apps they consume the most instead of targeting a select few individuals with ultra-personalised messaging. We combine our world-class targeting with fully on-screen ad formats, developed in-house, where 100% of pixels are in view for the entirety of the ad duration - thus achieving the highest level of attention and brand recall possible by default. Today, we partner with heavyweight advertisers and publishers alike, and have a strong international presence - including in the US, which represents over 50% of our global revenue. Ogury’s Personified Advertising Engine delivers unparalleled ad performance, in total respect of user privacy, and will soon become the norm.
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Entry credits
- Nawal Es-sdiqui, PR Manager, Ogury
Entry video
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Nominated
Company
Hidden
Client
ABB, Baker Huges, Formula E and Johnson & Johnson
Summary
In a world where remote working has become an everyday experience, Simmerse has transformed it into an extraordinary one.
Through a bold and creative approach to the innovation process, we’ve developed the most compelling immersive multi-user experience of its kind, with a platform enabling rapid deployment and hosting of interactive experiences and dynamic content, reinventing the way B2B organisations can share knowledge, stories and events. Providing high-impact messaging and direct peer-to-peer collaboration, Simmerse transports users to the most remote places, enabling exploration on a whole new level. Through this immersive, engaging and future-proofed technology we’re revolutionising the way we communicate, forever.
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Entry credits
- Pete OBrien, Creative Director , Hidden
- Matt Trubow, CEO, Hidden
- Tim Philips, Operations Director, Hidden
Entry video
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Award
Company
Multivitamin Group
Client
SkyBound Rescuer
Summary
SkyBound Rescuer is a revolutionary startup that uses drone tech to save lives. With a mission that aligns with Multivitamin Group’s passion for innovative technology and personal values, the team at Vitamin London and Vitamin Cornwall ran at the chance to help create a product for such a progressive business. The resulting product interface combines software with hardware, connecting to the physical environment and allowing remote user control over drones stationed across the country to complete flight missions for public safety.
Helicopter rescue is a time-consuming and expensive process, with response times in some areas such as Cumbria Constabulary averaging 66 minutes, even when there is risk to life. In the response time, many lost and injured people can have their condition deteriorate, in the worst cases resulting in death. In addition to this, the emergency services each have their own system for locating and saving lost persons, creating an over-reliance on foot teams and disjointed dispatch methods. Through the SkyBound platform, they can help standardise this in a cost effective and usable way, by incorporating a multi-agency emergency network to save lives that can respond to high-risk areas within 5 minutes. The interface we created is designed for workers/volunteers in the emergency services and the internal SkyBound team, also helping to drastically reduce the time associated with missions, increasing the chances of a successful rescue.
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Entry credits
- Jacob Beckett, Founder & Executive Creative Director, Multivitamin Group
- Sophie Cook, UX/UI Designer, Vitamin London
- Marta Parreño Alcázar, UX/UI Designer, Vitamin London
- Anna Hale, Project Manager, Vitamin London
- Dan Mitchell, Technical Director, Vitamin Cornwall
- Jonny Tavener, Marketing Executive, Vitamin London
- Gemma Alcock, CEO, SkyBound Rescuer
Entry video
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4
Best Digital Transformation
Description
This category will recognize and reward creative and innovative digital thinking/swift action, where a business/project/campaign can demonstrate how they have transformed over the past year. e.g. in-person to digital, e-commerce, new platforms etc.
Nominated
Company
Channel Bakers
Client
Jason Markk
Summary
In 2020, when stores and malls throughout California were shuttered, Jason Markk, the world’s most trusted brand in premium shoe care products, found its path to market abruptly cut off. The company’s sales depended on its Flagship store in LA and 5000 retail locations. When stores closed, Jason Markk had to find a new route – FAST.
Jason Markk turned to Amazon for the first time. Unauthorized third-party sellers were already selling. Listings had poor quality images, content in multiple languages, unsubstantiated claims, and bad ratings and reviews. This was not the image, nor the experience Jason Markk wanted.
The goal was to go from zero revenue to something that rivaled in-store business in ONE year and do it profitably!
While this is a feat almost unheard of for a small business, it was made more challenging given that they were new to Amazon and faced stiff competition from established sellers.
Entry image
Entry video
Entry credits
- Brad Malm, Director of Creative Services , Channel Bakers
- Julio Arvizu, Sr Designer, Channel Bakers
- Ashley Ono, Designer, Channel Bakers
- Anthony Cao, Creative Director, Jason Markk
- Jason Markk, CEO, Jason Markk
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Award
Company
VMLY&R Commerce Mexico
Client
Corona
Summary
Pickpocketing has become a regular occurrence in football stadiums across Mexico. This has made many fans weary of carrying money and other valuable items, causing them to only bring their jerseys to football games.
When Corona noticed their beer sales declining, they came up with an innovative new payment solution to sell beer while keeping customers feeling safe.
Jersey Pay is a unique payment method which transforms a football jersey into a digital wallet. Simply add credits to the water-proof tag inside your jersey badge and immediately begin enjoying a Corona beer at a retail price, keeping the brand close to the hearts of football fans
Entry image
Entry video
Entry credits
- Debbi Vandeven, Global CCO, VMLY&R
- Manuel Borde, Global CCO, VMLY&R Commerce
- Adriano Lombardi, Executive Creative Director, VMLY&R Commerce
- Pedro Mayorga, Executive Creative Director, VMLY&R Commerce
- Oswaldo Sa, Group Creative Director, VMLY&R Commerce
- Santiago Cortés, CEO, VMLY&R Commerce
- Ines Sologuren, Growth and Operations Manager, VMLY&R Commerce
- Juan José Posada, Executive Creative Director LATAM, VMLY&R Commerce
- Daniel Martinez, Creative Director, VMLY&R Commerce
- Antonio Laget, Copywriter, VMLY&R Commerce
- Octavio Guerrero, Art Director, VMLY&R Commerce
- Juan Pablo Buffa, Head BI, VMLY&R Commerce
- Karen Guevara, Head of Strategy, VMLY&R Commerce
- Montserrat Resendes, Planner, VMLY&R Commerce
- David Cofrancesco, Global Creative Co-ordinator, VMLY&R Commerce
- Philip Nash, Global Creative Co-ordinator, VMLY&R Commerce
- Jonhatan Bolívar, Motion Graphic, VMLY&R Commerce
- Dariel Bogota, Motion Graphic, VMLY&R Commerce
- Lucas Pimienta, Editor, VMLY&R Commerce
- Juan Pablo Osio, Agency Producer, VMLY&R Commerce
- Nea Serrano, Director, Oriental Films
- Carolina Moreno, Producer, Oriental Films
- Jorge Romero, Editor, Oriental Films
- Alicia Ortega, Post Production, Oriental Films
- Santiago Azuela, Cinematographer, Oriental Films
- Pablo Cavia, Cinematographer, Oriental Films
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Highly Commended
Company
Great State
Client
The Royal Navy
Summary
Joining the Navy is a huge decision. It means committing to a life of unique pressures, testing physical and psychological endurance.
Personnel were finding things difficult, and the Navy were dealing with poor employee satisfaction and retention. As a centuries old, complex and monolithic organisation, they needed to transform, but they didn’t know where to start and time wasn’t on their side.
We travelled to Naval bases around the world, spending weeks aboard ships to immerse ourselves in military life, surrounding ourselves with the people who would benefit from the work. Through extensive research we discovered what life was really like for personnel. We amplified their voices; they felt undervalued, uncertain, powerless, and unsupported. They didn’t have the digital services to support them in their lives.
In three months, we delivered a digital solution used by 72% of the Navy every day, accessed by smartphone from 27 countries. A solution hosted on a personal device that meets the highest level of security clearance. A tool so useful, it saves time every day, so empowering people can control their experience and so personalised they always feel valued. It’s called MyNavy and it doesn’t stand still, continuing to expand and refine alongside feedback. We’re tackling the most difficult issues in the military and transforming the lives of personnel.
“I’d been struggling personally with a lot and needed help but didn’t know where to turn. Having access to information and advice through MyNavy on my phone helped me get the support I needed.”
Entry image
Entry video
Entry credits
- David Chandler, Division Director, Great Statw
- Morgan (Mogsy) Long, Navy Digital - MyNavy/MyRAF Senior Product Owner, Royal Navy
- Helen Evans, Lead Strategist, Great State
- Jon Thorne, Lead Experience Designer, Great State
- Mark Cooling, Product Delivery Lead, Great State
- Eloise Scott, Delivery Executive, Great State
- Jayme Piotrowski, Quality Assurance Analyst, Great State
- Andrew McKaskill, Technical Architect, Great State
- Ben Lane, Senior Developer, Great State
- Ryan Joyce, Lead Frontend Software Engineer, Great State
- Steve Bentley, Senior Frontend Engineer, Great State
- Sam Berger, Digital Analyst, Sam Berger
- Rob Mozelewski, Lead Creative, Great State
- Amanda Milton, Delivery Lead, Great State
- Kate Reynolds, Junior UX Consultant, Great State
- Lucy Weston, Lead Creative, Great State
- James Humphrey, Lead Experience Designer, Great State
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Nominated
Company
DELVE
Client
Gerber Life Insurance Company
Summary
Gerber Life Insurance Company (GLIC) is a top direct-response marketing insurance company and leading provider of juvenile life insurance. Since 2017, GLIC has partnered with DELVE to shift from product-centric to customer-centric marketing, improve customer acquisition efficiency, and boost retention. This project was sponsored by GLIC’s C-Level leadership and seen as a transformative business initiative both for GLIC and its parent company, Western & Southern Financial Group.
As part of a multi-year enterprise data, analytics, and MarTech transformation, DELVE helped GLIC scope, develop, and deploy a cloud-based data lake in Google Cloud Platform, migrating and consolidating more than three billion first-party customer, transactional, and marketing records—in less than 12 months.
The completed data lake is now the foundation for 360° customer view, has already realized $700,000 in marketing business value, and has identified another $9 million in potential value that will be unlocked through data-driven operational strategy implementation.
Entry image
Entry credits
- Robert Enriques, Head of Delivery, DELVE
- Mikalai Tsytsarau, Head of Engineering, DELVE
- Ryan Abely, Database Marketing Manager, DELVE
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6
Technical Innovation
Description
We want to see your technical innovations that have had an impact on an audience. Especially if you can demonstrate how they affected the results.
Nominated
Company
Gravit8
Summary
Imagine creating live events that out-perform their predecessors, attracting bigger, more diverse audiences, all without being able to meet face-to-face. That’s the reality of the Gravit8 Virtual Event Platform (VEP), a true-to-life exhibition software, innovated to counteract the impact of the pandemic, that has morphed into the mainstay of household brands looking to deliver hybrid live events. Exhibition and event organisers, previously faced with a total closure of their sector, have utilised the platform to deliver an overall 500% uplift in attendee numbers, attract bigger and more engaged audiences, all without compromising brand expression and identity.
Gravit8 VEP is an example of true technical innovation, building a new software system and framework to facilitate a never-before-seen quality of live virtual events. It’s an innovation that has attracted a big following, securing contracts with household brands including Dixons Carphone Warehouse, Shell, ITV, EntertainmentOne, Daiichi Sankyo, Roche, AstraZeneca and Pfizer for example. One unique highlight was replicating the pit lanes and hospitality for Shell / Pennzoil and the NASCAR Daytona circuits. Carly Billington of Shell said, “When we first approached Gravit8 with this project, we didn’t think it was even possible, but you have absolutely blown us away with what you have delivered”. After 24 months of innovation, the result is the culmination in a platform that truly replicates the live event space, and one that is accessible to any at a fraction of the cost (circa. 5%) of a live exhibition.
Entry image
Entry credits
- Alastair Reece, Managing Director, Gravit8
Entry video
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Nominated
Company
MG OMD
Client
LNER
Summary
*
Entry image
Entry credits
- Natalie ONeil, Digital Account Director, MG OMD
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Nominated
Company
Infinity
Summary
2021-2 was an enormous breakthrough period for Infinity’s Conversation Analytics platform. Substantial advances in our ability to help marketers pinpoint the calls that matter to them - plus emerging trends to respond to – greatly improve visibility of marketing performance and help to make smarter decisions.
Conversation Analytics not only transcribes calls, it also automatically catalogues calls by outcome and key terms mentioned, which can then be connected to bidding platforms for analysis and constant improvement. The technology can also be used to produce far more efficient customer experiences, identify common blockers, gather product feedback, and surface competitive advantages.
A win for Conversation Analytics in this category shows the evolving importance that the customer’s voice plays in improving the whole buyer journey, and how it doesn't need to wait for a focus group or a Tweet to be influential. Conversation Analytics empowers marketers to take greater control of the type of traffic they are attracting, understand the types of call their work is leading to, and optimise their work to connect with their most valuable customers.
Key business outcomes that Conversation Analytics enables businesses to improve include:
- Lower cost of acquisition
- Increase ROI
- Improve average order value
- Boost strategic agility
- Identify underperforming activity
- Uncover marketplace insight faster
- Customer journey efficiency
Plus many other metrics relating to marketing, sales, and contact centre teams.
Entry image
Entry credits
- Maria Psaltaki, Chief Product Officer, Infinity
- Wilfred Mathanaraj, Vice President Of Engineering and Pre-Sales Engineering, Infinity
- Chris Browne, Head of Insights, Infinity
- Andy Vale, Product Marketing Manager, Infinity
Entry video
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Nominated
Company
Fifty Technology
Summary
FiftyAurora was developed to return a human focus to digital identity in AdTech.
Using aggregated social signals to map the interconnectedness of accounts, we can uncover organic, declared clusters around topics/interests/demographics and deep human insights.
Then, by unlocking the context of these clusters’ changing interests, media preferences and social demographics at scale, these insights enable us to understand audiences over time and build a bespoke model of where an audience can be found across all digital channels.
Thus Fifty offers a direct link between planning and activation across all digital channels, even social, which allows a single point of reference and optimisation, driving digital strategy in an unfragmented manner.
This approach allows brands to reach anonymised environments like Safari and, subsequently, it is outperforming all other targeting solutions in campaigns run by Fifty or brands.
Designed as a cookieless solution for brands with or without access to 1PD, FiftyAurora offers more scale than Universal IDs, as well as better accuracy and less wastage than page level contextual solutions.
Fifty understands humans rather than tracking devices - we map the context of an audience in real time rather than just a page.
Innovations
1)Harnessing social data as a panel of organic data.
2)Uncovering clusters of human interconnectedness in unorganised social data.
3)NLP/Semantic analysis of audience context first then mapping to context of page.
4)Accessible, interactive UI and visualisations vs interchangeable beige data interface.
5)Daily updated ID-free segments for all digital channels (including social)
6)Privacy resilient addressability solution - that SCALES.
Entry image
Entry credits
- Alexander Hawkesworth, Head of Productisation, Fifty Technology
- Tori McBride, Senior Marketing Executive, Fifty Technology
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Award
Company
VMLY&R Commerce Mexico
Client
Corona
Summary
Pickpocketing has become a regular occurrence in football stadiums across Mexico. This has made many fans weary of carrying money and other valuable items, causing them to only bring their jerseys to football games.
When Corona noticed their beer sales declining, they came up with an innovative new payment solution to sell beer while keeping customers feeling safe.
Jersey Pay is a unique payment method which transforms a football jersey into a digital wallet. Simply add credits to the water-proof tag inside your jersey badge and immediately begin enjoying a Corona beer at a retail price, keeping the brand close to the hearts of football fans
Entry image
Entry credits
- Debbi Vandeven, Global CCO, VMLY&R
- Manuel Borde, Global CCO, VMLY&R Commerce
- Adriano Lombardi, Executive Creative Director, VMLY&R Commerce
- Pedro Mayorga, Executive Creative Director, VMLY&R Commerce
- Oswaldo Sa, Group Creative Director, VMLY&R Commerce
- Santiago Cortés, CEO, VMLY&R Commerce
- Ines Sologuren, Growth and Operations Manager, VMLY&R Commerce
- Juan José Posada, Executive Creative Director LATAM, VMLY&R Commerce
- Daniel Martinez, Creative Director, VMLY&R Commerce
- Antonio Laget, Copywriter, VMLY&R Commerce
- Octavio Guerrero, Art Director, VMLY&R Commerce
- Juan Pablo Buffa, Head BI, VMLY&R Commerce
- Karen Guevara, Head of Strategy, VMLY&R Commerce
- Montserrat Resendes, Planner, VMLY&R Commerce
- David Cofrancesco, Global Creative Co-ordinator, VMLY&R Commerce
- Philip Nash, Global Creative Co-ordinator, VMLY&R Commerce
- Jonhatan Bolívar, Motion Graphic, VMLY&R Commerce
- Dariel Bogota, Motion Graphic, VMLY&R Commerce
- Lucas Pimienta, Editor, VMLY&R Commerce
- Juan Pablo Osio, Agency Producer, VMLY&R Commerce
- Nea Serrano, Director, Oriental Films
- Carolina Moreno, Producer, Oriental Films
- Jorge Romero, Editor, Oriental Films
- Alicia Ortega, Post Production, Oriental Films
- Santiago Azuela, Cinematographer, Oriental Films
- Pablo Cavia, Cinematographer, Oriental Films
Entry video
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Highly Commended
Company
Multivitamin Group
Client
SkyBound Rescuer
Summary
SkyBound Rescuer is a revolutionary startup that uses drone tech to save lives. With a mission that aligns with Multivitamin Group’s passion for innovative technology and personal values, the team at Vitamin London and Vitamin Cornwall ran at the chance to help create a product for such a progressive business. The resulting product interface combines software with hardware, connecting to the physical environment and allowing remote user control over drones stationed across the country to complete flight missions for public safety.
Helicopter rescue is a time-consuming and expensive process, with response times in some areas such as Cumbria Constabulary averaging 66 minutes, even when there is risk to life. In the response time, many lost and injured people can have their condition deteriorate, in the worst cases resulting in death. In addition to this, the emergency services each have their own system for locating and saving lost persons, creating an over-reliance on foot teams and disjointed dispatch methods. Through the SkyBound platform, they can help standardise this in a cost effective and usable way, by incorporating a multi-agency emergency network to save lives that can respond to high-risk areas within 5 minutes. The interface we created is designed for workers/volunteers in the emergency services and the internal SkyBound team, also helping to drastically reduce the time associated with missions, increasing the chances of a successful rescue.
Entry image
Entry credits
- Jacob Beckett, Founder & Executive Creative Director, Multivitamin Group
- Sophie Cook, UX/UI Designer, Vitamin London
- Marta Parreño Alcázar, UX/UI Designer, Vitamin London
- Anna Hale, Project Manager, Vitamin London
- Dan Mitchell, Technical Director, Vitamin Cornwall
- Jonny Tavener, Marketing Executive, Vitamin London
- Gemma Alcock, CEO, SkyBound Rescuer
Entry video
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5
UX/Usability
Description
We want to see how your work has had a positive impact on the user’s experience.
Criteria
Judges will review entries based on the following criteria: Innovation/creativity, clear strategic thinking, effectiveness, and tangible results. In your main entry report, you should use the following structure: Objectives, Strategy, Results and address any specific key points stated in the category description above. Testimonials are encouraged.Entries must have been live to market at some point between August 2021 and August 2022. Entries do not have to be created within this timescale.
Highly Commended
Company
TPXimpact
Client
Thinkuknow
Summary
We worked with Thinkuknow at the National Crime Agency to create a safe environment for children aged 4-7. The primary objective was to promote the understanding that if anything online made them feel scared, worried or sad, they should tell a trusted adult. In turn this would help parents and carers feel empowered to have online safety conversations with their children.
The new website design needed to be a fun and engaging tool for children to use, but one that reinforced that they can always talk to a trusted adult if they feel distressed or uncomfortable.
Through extensive research with parents, children and psychologists we learnt the fundamental ingredients to drive engagement with children. From simple illustrations, large text, bright colours and humour, to rewards and badges. To enhance the digital impact of the experience, we complimented the design concept by creating interaction and motion graphics suitable for the audience.
The result? A gamified website that uses familiar and welcoming characters to deliver content that enables difficult conversations between young children and trusted adults.
Launched June 2022, website views are 10% higher than the 6 weeks prior to launch, and the average site session is up 242% to 6 and a half minutes! Furthermore, the bounce rate for the new site is considerably lower, at 4.71% compared to the previous 23.09%. We think these results go a long way to supporting that the new user experience is a hit!
Entry image
Entry credits
- Please Credit, Build Agency, Netcel
- Rachael Sutherland, Creative Director concept, design and animation, TPXimpact
- Mariola Romero, Delivery Manager, TPXimpact
- Richard Burley, Client Partner, TPXimpact
- Sean Holden, Creative Strategist, TPXimpact
Entry video
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Nominated
Company
SCOOP & SPOON
Client
Allianz SE
Summary
Each year, global financial service firm Allianz SE holds a fitness challenge for its workforce. Called Allianz World Run, it encourages employees and their families to get into teams and set themselves fitness goals, and raise money for charity in the process.
We built the digital platform for the initiative, and created a user experience that not only encouraged individuals to get involved, but also to keep them motivated throughout the challenge. We did this using our SCOOP River™ Marketing Platform, and a clever approach to UX that combined usability and data engineering to ensure it wasn’t just the ultra-fit participants who could contribute, but that everybody could take part.
The result was an easy-to-use website with social functions that kept users engaged and enthused, and which could log “active minutes” either manually or via a partner smartphone app. Logging “active minutes” rather than “distance run”, for example, meant that if running wasn’t your thing, you could take part with any activity.
Setting milestones at the beginning gave participants goals to aim for. And fundraising features meant that anyone taking part could get their friends to sponsor them, and when they hit their milestones their sponsors would be prompted to donate. A real-time leaderboard fostered friendly competition, and chat functions facilitated the sharing of tips, advice, and motivational conversations.
The result was a huge uptake – 50 % more than the previous year. 12,243 individuals logged almost 22 million minutes of activity, and in doing so raised millions for charity.
Entry image
Entry credits
- Anna Habermann , Marketing Director, SCOOP & SPOON
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Award
Company
VMLY&R Commerce Mexico
Client
Corona
Summary
Pickpocketing has become a regular occurrence in football stadiums across Mexico. This has made many fans weary of carrying money and other valuable items, causing them to only bring their jerseys to football games.
When Corona noticed their beer sales declining, they came up with an innovative new payment solution to sell beer while keeping customers feeling safe.
Jersey Pay is a unique payment method which transforms a football jersey into a digital wallet. Simply add credits to the water-proof tag inside your jersey badge and immediately begin enjoying a Corona beer at a retail price, keeping the brand close to the hearts of football fans
Entry image
Entry credits
- Debbi Vandeven, Global CCO, VMLY&R
- Manuel Borde, Global CCO, VMLY&R Commerce
- Adriano Lombardi, Executive Creative Director, VMLY&R Commerce
- Pedro Mayorga, Executive Creative Director, VMLY&R Commerce
- Oswaldo Sa, Group Creative Director, VMLY&R Commerce
- Santiago Cortés, CEO, VMLY&R Commerce
- Ines Sologuren, Growth and Operations Manager, VMLY&R Commerce
- Juan José Posada, Executive Creative Director LATAM, VMLY&R Commerce
- Daniel Martinez, Creative Director, VMLY&R Commerce
- Antonio Laget, Copywriter, VMLY&R Commerce
- Octavio Guerrero, Art Director, VMLY&R Commerce
- Juan Pablo Buffa, Head BI, VMLY&R Commerce
- Karen Guevara, Head of Strategy, VMLY&R Commerce
- Montserrat Resendes, Planner, VMLY&R Commerce
- David Cofrancesco, Global Creative Co-ordinator, VMLY&R Commerce
- Philip Nash, Global Creative Co-ordinator, VMLY&R Commerce
- Jonhatan Bolívar, Motion Graphic, VMLY&R Commerce
- Dariel Bogota, Motion Graphic, VMLY&R Commerce
- Lucas Pimienta, Editor, VMLY&R Commerce
- Juan Pablo Osio, Agency Producer, VMLY&R Commerce
- Nea Serrano, Director, Oriental Films
- Carolina Moreno, Producer, Oriental Films
- Jorge Romero, Editor, Oriental Films
- Alicia Ortega, Post Production, Oriental Films
- Santiago Azuela, Cinematographer, Oriental Films
- Pablo Cavia, Cinematographer, Oriental Films
Entry video
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Nominated
Company
Un.titled (part of Williams Commerce group)
Client
The Courtauld Institute of Art
Summary
The Courtauld Institute of Art works to advance how we see and understand the visual arts. It is home to an internationally-renowned centre for research and the teaching of art history, and a major public gallery. Collaborating with an institution which is home to one of the world’s most impressive collections of fine art is a privilege. Un.titled brought its user-centric approach and stringent accessibility adherence into the mix, creating fertile ground for innovative design in collaboration with The Courtauld. The Courtauld’s previous website was built on the WordPress platform, it was huge, uninviting, had bland brand components, an outdated UX and design, and did not align with the direction The Courtauld wanted to be moving in. Additionally, user journeys were ill-thought out, while calls to action were not always clear and the site did not fully meet accessibility regulations. Un.titled has worked with The Courtauld to create an incredible multi-faceted website which includes a new box office system, CRM and Shopify store under one roof. The Un.titled UX design team has done an incredible job to incorporate The Courtauld’s identity into every aspect of the site. With all the right components in place, it became easier to fulfil the principles The Courtauld was aiming towards: be relevant, interesting, open, demonstrate expertise and provide a sense of narrative. This has been successfully combined with enhancing The Courtauld website’s user friendliness and accessibility, as well as working with a huge volume and variety of content.
Entry image
Entry credits
- Sarah Leeger, Head of Brand Marketing, Un.titled
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Nominated
Williams Commerce x PING EUROPE LTD - Creating Exceptional User Experiences and Protecting the Brand
Company
Williams Commerce
Client
PING EUROPE LIMITED
Summary
With a history spanning back to the late 1950s, PING has grown from a garage business into a major global player and is one of the leading golf brands on the planet. With such a universal reach, PING has multiple online stores dedicated to different arms of its business. PING wanted to enhance the UK-based soft goods part of its online operation. This particular arm of the business sells items such as golf clothing, accessories and more.
PING previously operated its soft goods website on a custom-built platform. With significant issues around site speed and performance, PING were extremely hampered in their ability to meet customer expectations, and to grow. PING brought Williams Commerce in to lead a website rebuild project and help transform PING’s capabilities as a retailer of golfing soft goods online.
Alongside protecting the brand, PING always places the consumer front and centre. This was important to bear in mind throughout the project and informed every decision made. So while product promotion was deemed important, the central element was creating a website that was brand-focused in order to showcase what PING stands for. This allowed us to put our outstanding UX experience to use and create seamless online experiences that impress website visitors.
Entry image
Entry credits
- Sarah Leeger, Head of Brand Marketing, Williams Commerce
Entry video
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7
Best Website Design
Description
For any visually impactful work, you’ve created for a website.
Nominated
Company
Cambridge Creative
Client
The Astbury
Summary
New business, Astbury Hall, needed to launch themselves into the leisure industry with a bang. Although the budget was tight, they had a lot of asks. They wanted to showcase their golf course, holiday lodges, tennis courts, and restaurant. They were keen to position themselves as a luxury country club - based around golf but also appealing to golfers’ families. Plus, they needed to outperform an established local competitor. We suggested a website and brand that would introduce them as an aspirational, sophisticated destination for their target market (40-50, mainly male). As part of this, Astbury Hall was renamed ‘The Astbury’, which is more modern and moved them away from any fusty national trust connotations. The design of the website is high-end, with a focus on selling an aspirational lifestyle using photography, drone footage, 3d tours, and panoramic shots of the grounds. The look also strongly differentiates them from their competitor (http://www.bridgnorthgolfclub.co.uk - a traditional but old-fashioned golf club with a heraldic crest logo), giving brand cut-through from the outset. The new website IA is user friendly but has complex functionality built in – it includes golf tee time booking, restaurant booking, lodge sales lead capture. Wedding venue enquiry capture was added later. Results: Between 1st July 2021 and 31st May 2022, this brand-new website had 81,277 visitors, 30% generated through paid display ads, with an average 20% traffic growth month on month. This period generated 703 sales leads for the holiday lodges, with expected sales value of £1.3m.
Entry image
Entry credits
- Harry Field, UX & UI Designer, Cambridge Creative
- Ellis Sutehall, Lead Developer, Cambridge Creative
- Pete Gilmour, Senior Web Developer, Cambridge Creative
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Nominated
Company
Herd
Client
Steamforged Games Ltd
Summary
Founded in 2014, Steamforged is an award-winning Manchester based war-gaming webstore selling tabletop games. Steamforged approached Herd in 2021 because of our expert ability to craft bespoke Shopify websites with unrivalled performance.
Steamforged needed to migrate to a high performing eCommerce platform, that allowed them to focus on increasing revenue. This meant out with the existing clunky back-end infrastructure and design. The site needed the right functionality to provide a rich interface to site visitors, to go global, set up multi-currency payment systems, and incorporate a wholesale function allowing B2B customers to purchase with their own pricing structure, with downloadable user guides and marketing materials.
This challenging build required in-depth knowledge of SEO, the Shopify platform and its latest features, in order to perform a complex SEO migration.
We created a bespoke Shopify Online Store 2.0 build, adopting our own ‘skeleton framework’ to deliver peak performance, including complex custom integrations with Sage, Trade Gecko & Hubspot, and a supercharged UX allowing Steamforged to create any custom page at key life cycle moments to drive new sales.
The results? A world-class and fully immersive site skyrocketing Steamforged to the top of their table-top gaming sector, safeguarding their future globally. We’ve seen mammoth ROI in just the first five months following launch. With a fantastic 228% uplift in transactions, outstanding 127% CVR and 261% revenue increase, plus £7.7M Kickstarter funding raised by nearly 50,000 fans across the globe for new game development, the future for Steamforged is looking very bright!
Entry image
Entry video
Entry credits
- Mark Claxton, Senior Web Developer, Herd
- Tim Powell, Development Director, Herd
- Abigail Nottingham, Web Developer, Herd
- Chris Gill, Head of Development, Herd
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Nominated
Company
Real Estate Management UK (LTD)
Client
The Shard
Summary
How do you build a new website worthy of a complex, multipurpose architectural icon of London, home to internationally renowned brands?
In 2020, faced with a global pandemic, the small but agile marketing team for The Shard initiated a project to digitally transform one of London’s most iconic brands.
Following a comprehensive tender, we sourced a highly competent web development agency and methodically set about delivering a new online vision for The Shard.
The team carried out a discovery and definition phase with our stakeholders and clients to understand the requirements. We then developed a digital and brand strategy which allowed for a detailed understanding of what was required and a clear plan for delivery.
The outcomes were a new digital identity, a slick new Shard website, onsite personalisation, improved reporting and the virtual cataloguing of all our available office spaces.
Tangible results include a highly personalised website, thousands of monthly enquiries, a 63.4% improvement in page views, a 57.6% increase in avg. time on site, a 20.3% improvement in exit rate and a 11.1% decrease in the bounce rate. These statistics only demonstrate the empirical success of the work, we also ran a survey directed at our online audience of over 1,000 people, and recorded a significant increase in customer satisfaction in terms of design and ease of use.
Entry image
Entry credits
- Daniel Fulbrook, Head of Marketing & Communications, Real Estate Management UK (LTD)
- Kelly Gifford, Team Account Director, Net Construct
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Nominated
Company
RocketMill
Client
1st CENTRAL
Summary
Following their success on price comparison websites, 1st CENTRAL wanted to turn their attention to their own site.
The leading car insurance brand needed to migrate their CMS and wanted to use this opportunity to optimise their current user journey and experience as much as possible.
They approached RocketMill to streamline the user journey for prospective customers to encourage quote completions whilst also ensuring existing customers had ease of access to their YourAccount area.
With a smooth transition to their new CMS and subsequent website redesign, in line with the brand’s latest aesthetic, RocketMill achieved a 51% increase in quotation form starts and a 20% increase in YourAccount usage. This increased accessibility contributed to a 19% decrease in support centre enquiries per policy.
Entry image
Entry credits
- The Team, At, RocketMill
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Nominated
Company
Candyspace
Client
Chateâu d’Esclans
Summary
Château d'Esclans - a premier château and wine house based in the Esclans region of France – is part of Moët Hennessy Louis Vuitton (LVMH), one of the world’s most iconic luxury goods multinationals. Best known for their premium rosé, Whispering Angel, Château d'Esclans trades in over 100 countries in its millions each year, and is even adored by The Royal Family as the official wine of the Queen’s Platinum Jubilee.
Château d'Esclans approached Candyspace with a key digital challenge: How to create an engaging and beautiful online experience that helped to drive sales.
Candyspace’s strategy was to focus on the sweetspot where Château d'Esclans business needs met their customer demands. This included:
A seamless new website that showcased the unique branding of their products with a clear customer journey that allowed visitors to explore the full range of wines available and ultimately drive sales.
Working to improve content per Château d'Esclans guidelines to ensure all of the product branding aligned into a single family.
Ensuring compliance with the complex and conflicting regulations that govern the promotion of alcohol in France and in the global market.
The result is a beautiful website that showcases the breadth of the portfolio of Château d’Esclans’ wines, and an uplift of 17.8% increase in homepage visits and a 65.2% increase in dwell time in the 10 weeks since launch.
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Entry credits
- Jamie Rushbrook, Senior Web Developer, Candyspace
- Ben Prevett, Product Designer, Candyspace
- Jonathan Kelly, Experience Director, Candyspace
- Alice Garland, Head of Client Services, Candyspace
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Award
Company
evensix
Client
Rowse Honey
Summary
Rowse Honey is a household brand with a rich narrative about its decade-long sustainability initiatives - Hives for Lives. However, its previous site was struggling to communicate this clearly and it wasn't a destination that was encouraging users to visit, stay or engage, so Rowse wanted to address this with a fresh new website.
We immersed ourselves into the brand through stakeholder workshops to understand what they wanted to achieve, why they were looking to achieve it and what the different proof points were that we needed to communicate. Based on this, we designed and developed a new immersive digital destination for Rowse, to show the audience what the brand was doing instead of just telling them. We put the narrative at the heart of the site and aimed to take users on a journey through products, news and recipes as well as Rowse’s mission and its core program of initiatives.
Since the new site went live, there's been an increase in traffic, an increase in session duration and an increase in click throughs. A true intent study has shown that over two thirds of users coming to the site for usage (i.e. product information or recipes) are coming into contact with purpose content (i.e. Hives for Lives, sustainability, beekeeping tips) and two thirds of those are actively engaging with purpose content too. Furthermore, page views of the purpose pages of the new site have increased by over 800%, with the news section increasing by over 500%.
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Entry video
Entry credits
- Toby Jervis, Creative Director, evensix
- Hanenne Madi, Brand Manager, Rowse Honey
- Pete Cockram, Lead Designer, evensix
- Gillian Foley, Client Services Director, evensix
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Nominated
Company
Third and Grove
Client
UKG
Summary
Born in early 2020, UKG is a product of the merger of Kronos and Ultimate Software. A temporary ukg.com website was created as an initial stopgap solution, but UKG knew they needed a website that better aligned with their “Our purpose is people” brand and offered unified messaging to gain customers' trust in UKG as a singular company. That’s where we stepped in.
The challenge was to replace the three legacy sites with one new, unified site in a competitive landscape that is rife with an overall experience that can only be described as complex, convoluted, and mundane. Our response was to deploy a simple and authentic communication strategy that puts the “human” back in HR.
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Entry credits
- Steve Tisa, Sr. Director of Web Development, UKG
- Curtis Gifford, Sr. IT Project Manager, UKG
- Ken Volk, VP Creative & Brand Management, UKG
- David Pothier, Dir. Web Production, UKG
- Jake Grauds, Dir. Creative & Brand Management, UKG
- Rick Hall, Sr. Mgr. Creative & Brand Management, UKG
- Jody Kaminsky, EVP. Chief Marketing Officer, UKG
- Meghan Setzer, VP Global Product Marketing & Advertising, UKG
- Taigh White, Sr. Dir. Digital Marketing, UKG
- Darlene Marcroft, VP. Public Relations & Communications, UKG
- Mark Ahrens, Mgr Web Development, UKG
- Devin Arnold, Sr Web Developer, UKG
- Amanda Donnelly, Sr Web Developer, UKG
- Adam Braun, Lead Web Developer, UKG
- German Carranza, Sr Graphic Designer, UKG
- Brianna Thomas, Principle Graphic Designer, UKG
- Justin Emond, CEO, Third and Grove
- Jen Slemp, Chief Operating Officer, Third and Grove
- Ashley Remington, Sr Account Manager, Third and Grove
- Marissa Kopanon, Sr Project Manager, Third and Grove
- Hannah Rhadigan, Project Manager, Third and Grove
- Karolina Kiwak, Project Manager, Third and Grove
- Brandon Stumbo, Engineering Manager, Third and Grove
- Nick Hulea, Front End Developer, Third and Grove
- Tyler Holcomb, Front End Developer, Third and Grove
- Guram Dvalishvili, Front End Developer, Third and Grove
- Carlos Yara, Software Engineer, Third and Grove
- Ross Keatinge, Software Engineer, Third and Grove
- Jillian Ryan, Sr Quality Assurance Analyst, Third and Grove
- Walter Steed, Quality Assurance Manager, Third and Grove
- Joneric Amundson, Creative Director, Third and Grove
- Thomas Bolte, Art Director, Third and Grove
- Ryan Luce, Art Director, Third and Grove
- Eliana Doering, Sr Digital Strategist, Third and Grove
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2
Best In-house / Self Promotion
Description
For work you’ve created to promote your agency’s services. Or if you work client-side, to promote your digital offering in-house.
Nominated
Company
LoveThat (creative services of BECG)
Summary
During the pandemic, we’d seen the acceleration of digital communications, forcing innovation at pace. With everyone spending more time online, it was much less about individual touch points. Success now depended on creating journeys and experiences that reflected audiences’ relationships with our clients’ businesses. Digital became important like never before, but it had to adapt at lightning speed. Fresh off the back of our 2021 benchmarking survey of digital marketers in the built environment industry we uncovered insights from research and strategy to content and digital innovation. Digital was clearly a real priority: 67% recorded their digital spend increasing over the last 12 months, while 63% will increase the amount of budget they dedicate to research and insight. Our own offerings needed to evolve too. Where once we created social media ads, we now developed holistic experiences. But there was more we needed to do, with so many new colleagues and uncertain times for our clients, we needed to find a way to excite the wider business around these products and capabilities in a way that didn’t silo digital but instead presented it as part of an integrated package of design, video, and digital services in order to sustain the rapid growth we were experiencing. This brought about a spotlight on our in-house creative services like never before, providing a golden opportunity to elevate and enhance what was perceived as a complimentary but singular service set, design was sold as design, digital as digital and video as video.
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Entry credits
- Charli Edwards, Creative Director, LoveThat
- Mark Darlington, Head of Video, LoveThat
- Marcio Juarez, Head of technology, LoveThat
Entry video
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Award
Company
Yard Digital
Summary
In recent years, Yard have begun to think seriously about digital sustainability and what that means for us as a digital marketing agency. Pollution caused by the internet is a complex and misunderstood problem. After acquiring Aline (https://aline.to/), the industry-leading digital sustainability consultancy, we’ve begun to think about how we position ourselves in the sustainability sector.
Kylie Jenner hit the headlines in July 2022 after posting an image of his-and-hers matching private jets captioned “you wanna take mine or yours”. After seeing this, we wanted to understand just how much of impact celebrity jets have on our planet. After scraping data from the flight tracking Twitter account @CelebJets we were able to estimate the CO2 emissions each jet was pumping into the atmosphere.
By tapping into what was already in the news cycle, using our ingenuity and writing up a compelling story, we went on to break the internet!
This campaign has smashed all the objectives we set ourselves, including;
•Building brand awareness by generating 3560 pieces of INTERNATIONAL coverage, 3366 of those linking to Yard (13,363% ABOVE TARGET!), from a range of top-tier sites including, Forbes, The Guardian, Washington Post, CNET, Huffington Post, Yahoo, Business Insider, Daily Mail, LA Times, Mashable, Buzzfeed, NY Post, Financial Times...basically every dream publication you can think of!
•Increasing page views to the Yard site by 833% (vs the previous year)
•Improving keyword rankings on our brand name ‘Yard’ putting us at position 1 for the first time ever!
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Entry credits
- Emma Malcolmson, Digital PR & Outreach Executive, Yard Digital
- Louise Ali, Head of Campaigns, Yard Digital
- Douglas Sinclair, Senior Technical SEO Consultant, Yard Digital
- Chris Butterworth, Digital Sustainability Director, Yard Digital
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3
Most Effective NFT Campaign - New for 2022
Description
Rewarding an effective NFT campaign that derived maximum value (revenue or profile) through creativity and clever thinking.
Nominated
Company
Gravit8
Client
Shell PLC and Pennzoil
Summary
The NASCAR circuit is a key opportunity for brand awareness and expression for Shell-Pennzoil, who live by the mantra that “If it isn’t the leading brand in the NASCAR world, then it isn’t in first position!”. Closure of the NASCAR circuits through the COVID-19 pandemic undoubtedly had a restrictive effect on the brands’ profiles. They needed an effective solution and fast. Cue the digital recreation of the famous NASCAR Daytona 500 raceway, sponsored and launched by Shell PLC, to accessibly fill the void left by NASCAR fan favourites. It recreated all the thrills and spills of NASCAR for its VIP audience, at the same time launching Shell’s first digital merchandise in the form of 10,000+ limited edition NASCAR NFTs.
The result: Shell’s successful first foray into digital NFT merchandising, delivering exceptional brand awareness and immersion; at the same time making the “mystery” of NFTs accessible to the NASCAR fanbase; and a happy client: Carly Billington of Shell said, “When we first approached Gravit8 with this project, we didn’t think it was even possible, but you have absolutely blown us away with what you have delivered, thank you all so much”. Users coming to this platform had never used NFTS or digital wallets before and the developed support videos walked them through it for easy access: they were gone within minutes!
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Entry credits
- Alastair Reece, Managing Director, Gravit8
Entry video
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Nominated
Company
Highlight PR
Client
Papa Johns International
Summary
To promote the re-run of Papa Johns’ highly successful 2021 Papa X Cheddar campaign, which elevated the world’s most popular cheese to cult fashion status, Cheddar needed a ‘hot’ new drop for its 2022 return. Cue the metaverse’s hottest accessory for pizza lovers and fashion fans – NFT Hot Bags.
Papa Johns’ first-ever NFTs garnered widespread franchisee approbation, engaged Gen Zs with its culturally-relevant reward and amassed international headlines. Commercial and creative objectives were met and exceeded through innovative NFT integration: c$1m in incremental Cheddar sales, 54,000 new Gen Z customers and the world’s biggest free NFT promotion to date.
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Entry credits
- HELENA ROBERTS, Creative Strategy Director, HIGHLIGHT PR
- NATALIE CLARK-MEDINA, Associate Director, HIGHLIGHT PR
Entry video
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Award
Company
Publicis ONE TOUCH
Client
NIVEA
Summary
How do you make digital audiences care about the power of touch?
In 2021 NIVEA launched its brand purpose “Care for Human Touch”, supporting human touch projects that promote quality of life for those whom touch is a vital need: babies born preterm, visually impaired individuals, and elderly people with dementia.
However recent research showcased that touch is perceived as the least important sense, with 88% of people ranking sight in first place.
This insight led to the idea of a touch-inspired NFT that is highly valuable and free at the same time – making it attractive for our digital audience. With a culturally relevant story that tapped into the hot topic of NFTs, NIVEA was able to create a conversation about the power of touch and help people realize its true value by subverting the value equation usually associated with digital art. Our NFT is valuable not because it is rare, but because it is available for free. It was the core of an integrated campaign: The first free NFT created and inspired by touch - a digital piece of art representing the value of touch.
With the main objective being to generate awareness for NIVEA's CSR projects and get a broad audience involved online, NIVEA’s “The Value of Touch” 15.000 NFTs, co-created with visually impaired artist Clarissa Baldassarri, sold out in less than 72 hours and started a conversation about the true value of touch.
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Entry credits
- Kim Piquet, Executive Director Social, PR & Platform Creativity, Publicis ONE TOUCH
- Thiago Di Gregorio, Associate Creative Director, Publicis ONE TOUCH
- Fernanda Roedel, Associate Creative Director, Publicis ONE TOUCH
- Dan Ayers, Global Account Director, Publicis ONE TOUCH
- Birgit Wilson, Global Client Lead, Publicis ONE TOUCH
- Giacomo Pandolfini, Head of Production, Publicis ONE TOUCH
- Nadja Goericke, Account Director PR, MSL Germany Group
- Sarah Stoimenoff, Senior Consultant PR, MSL Germany Group
- Tanja Becker, Junior Consultant PR, MSL Germany Group
- Clarissa Baldassarri, Artist, Casta Diva Pictures
- Guido Fonio, Editor, Casta Diva Pictures
- Alex Telfer, Director & Director of Photography, Casta Diva Pictures
- Eraldo Bernocchi, Audio House, Casta Diva Pictures
- Lorenzo Esposito Fornasari, Audio House, Casta Diva Pictures
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4
Best Metaverse Activation - New for 2022
Description
This category will reward creative thinking in the metaverse. You should demonstrate how you have brought a product or service to life in this exciting new world.
Nominated
Company
Anzu.io
Client
American Eagle Outfitters
Summary
American Eagle, #1 Jeans Brand for US Men and Women aged 15-25, and Anzu.io, the world’s most advanced in-game advertising platform, harnessed the power of metaverse and gaming platform Roblox to create a hugely successful activation, giving millions of fans the opportunity to enjoy the brand in a free experience for everyone.
Through its “Members Always” campaign, American Eagle’s goal was to connect and engage with their Gen-Z audiences in an innovative way, promoting their new spring campaign and Collection within the metaverse. With almost a third of Roblox’s userbase aged between 13-24, the popular platform presented the prime opportunity for American Eagle to reach their core target audience in an exciting way.
Teaming up with in-game advertising platform Anzu, the two companies created a custom AE Club within Livetopia, a top-ten Roblox experience. Roblox provided the open-world experience to reinforce the campaign’s ‘everyone is welcome’ messaging. Combining advanced technology, AdTech and gaming knowledge, and a close partnership with Roblox group Century Makers, creators of Livetopia, allowed the brand to turn their creative vision into a reality.
The AE Members Always Club in Livetopia was hugely successful, resulting in mass media attention and positive feedback from the gaming community. During launch weekend, over 3.4M unique visitors came to the branded resort across 770K hours of total playtime. In just two weeks, the AE Club received 7.5M total unique visitors, and after one month, over 5M people had tried on American Eagle’s spring collection through the Roblox experience.
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Entry video
Entry credits
- Nathan Jun Poekert, Head of Social, Culture & Metaverse Marketing, American Eagle Outfitters
- Cara Dorr, Senior Director, Public Relations, Social Media & Influencer, American Eagle Outfitters
- Anton Brychkouski, Sales Director US (East Coast), Anzu.io
- Abbie Schultz, Sr. Director of Media and Partnerships, American Eagle Outfitters
- Ashley Schapiro, VP Marketing, Media, Performance & Engagement, American Eagle Outfitters
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Award
Company
Metavision
Client
John Lewis & Partners
Summary
We brought John Lewis & Partners to new worlds with the I’m a Celebrity ITV partnership.
The challenge was to build something truly unexpected to re-establish John Lewis as a modern and innovative brand.
Using the cultural clout and gamified format of I’m A Celebrity in Fortnite Creative, we created an authentic and engaging experience for John Lewis by introducing things such as the ‘Ye Olde John Lewis Castle Shoppe’ which players interacted with to make progress, branded in-game challenges and brought Christmas to the castle by allowing players to turn on the ‘John Lewis Christmas lights’.
We also leveraged their ‘Unexpected Guest’ ad creative in both virtual and IRL creating the first ever Metaverse 360 synchronised moment across linear tv, in-game and 3D OOH and generating another wave of fame for their Christmas advert.
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Entry video
Entry credits
- Rhys Hancock, Co-Founder & MD, Metavision
- Luke Price, Co-Founder & Creative Director, Metavision
- Ashley Lewis, Business Development & Partnerships Lead, Metavision
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Nominated
Company
Metavision
Client
Timberland
Summary
Every year, Timberland launches its Construct 10061 design workshop in collaboration with ConceptKicks, a collective of innovative designers showcasing the latest in the footwear industry, to rethink every step of their boot making process.
This year, the workshop focused on virtual design and brought together designers from very different disciplines to explore the endless possibilities offered by Epic Games’ Unreal Engine.
Shoe designers, innovators, and Fortnite creative builders pushed the boundaries between real-world and digital design to realise the extraordinary concepts of Timberland’s Metaboots (virtual boots). But how could we make these virtual boots relevant and engaging?
Enter Fortnite, an Epic Games platform that allowed us to create a fully bespoke experience centred on Timberland’s unique design process. As a result, Timberland gave new heights to its name as a footwear innovation company, telling new stories in the metaverse, finding fresh ways to engage with audiences, and exploring new possibilities of product design.
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Entry video
Entry credits
- Rhys Hancock, Co Founder & MD, Metavision
- Luke Price, Co Founder & Creative Director, Metavision
- Ashley Lewis, Business Development & Partnerships Lead, Metavision
- Ryan Norrington, Metaverse Creative, Metavision
- Selina Chan, Campaign Manager, Metavision
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Highly Commended
Company
McCann New York
Client
Mastercard
Summary
In 2019, Mastercard launched True Name: the first-ever card feature that allowed transgender and non-binary people to display their chosen name on their credit cards. Three years after its launch, the brand continues to strive to bring awareness to this feature while also maintaining its position as an outspoken advocate for the LGBTQIA+ community in innovative and impactful ways.
Mastercard set out to break barriers in this arena in 2022. In partnership with Meta and Horizon Worlds, the brand designed a first-of-its-kind virtual haven for members of the queer community and their allies to celebrate, honor, and inspire one another.
Set high above the earth, True Self World is an entire ecosystem unto itself. Where players enter, high in the sky, above the clouds, and into a safe space. A modern, adult version of a tree house, this world is an escape and gathering place for the LGBTQIA+ community, where visitors are encouraged to explore, connect, and climb deeper into their True Selves.
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Entry video
Entry credits
- Veronica Bertran, Chief Client Officer, McCann New York
- Dina Hovanessian, SVP Executive Account Director, McCann New York
- Shelley Bowcher, SVP Group Account Director, McCann New York
- Dayo Ajayi, VP Account Director, McCann New York
- Esther Malinas, Account Supervisor, Social, McCann New York
- Jenny Case, Account Executive, McCann New York
- Alejandra Aristeguieta, Assistant Account Executive, McCann New York
- Danielle Noto, SVP Group Strategy Director, McCann New York
- Alan Lin, VP Strategy Director, McCann New York
- Kim Price, VP Social Strategy Director, McCann New York
- Colleen Gleason, Associate Strategy Director, McCann New York
- Blair Baker, Strategist, McCann New York
- Pierre Lipton, Global Executive Creative Director, McCann New York
- Caprice Yu, Executive Creative Director, McCann New York
- Pebble Goh, SVP Group Creative Director, McCann New York
- JC Ferrer, Associate Creative Director, McCann New York
- Paul Boupha, Associate Creative Director, McCann New York
- Addie Berger, Copywriter, McCann New York
- Cristian Trujillo, Art Director, McCann New York
- Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard
- Nicola Grant, SVP Consumer Marketing, North America, Mastercard
- Kerry Eldson, VP Global Digital Marketing, Mastercard
- Gregg Weiss, Director, Digital and Social Marketing, Mastercard
- Chanelle Lowe, Manager, Digital and Social Marketing, Mastercard
- Beth Dolan, Manager, Consumer Marketing, Mastercard
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7
Digital for Good - New for 2022
Description
This category looks to reward entries for good and shine a spotlight on important subjects such as education, diversity and inclusivity etc
Nominated
Company
The Boulder Group
Client
SCIEX
Summary
An industry-first, insight-led participation campaign designed to shine a light on the issues of diversity, equity, and inclusion in science – and importantly, offer some solutions. Putting a global audience in the position of ‘mentor’, scientists around the world provided their own unique advice, guidance, and perspectives to a central character – Grace, a young girl passionate about pursuing a career in STEM. The narrative-led survey was intensively researched and designed to authentically address various obstacles that women and people of colour consistently face, as they progress through academia and pursue STEM careers.
Through gathering these perspectives via a purpose-built interactive platform, we uncovered staggering statistics, inspiring anecdotes, and optimistic words of advice.
With a view to doing good with these findings, and using the ideas and solutions from her mentors, Grace presented back to the industry a ‘hypothesis for change’ – in their own words.
Meta-human and motion-capture technology brought this character to a discerning audience in an authentic, original, and refreshing way. Grace’s story sparked panel discussions at industry events, extensive discussions and the sharing of stories on social media. She provided a much-needed platform to support the historic and ongoing efforts of some of the industry’s hardest-working voices in the fight for DEI in STEM.
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Entry credits
- James Beveridge, Strategy Director, The Boulder Group
- Mark Witherow, Executive Producer, The Boulder Group
- Matt Beveridge, Creative Director, The Boulder Group
- Annabelle Wilson, Account Director, The Boulder Group
- Danielle Salt, Senior Producer, The Boulder Group
- Joey Goodall, Creative, The Boulder Group
- Chris Weyman-Jones, Motion Graphics Artist, The Boulder Group
- Nick Temple, Motion Graphics Artist, The Boulder Group
- Alex Parsons, Motion Graphics Artist, The Boulder Group
- Nick Koch, Designer, The Boulder Group
- The Mocap Studio, Motion Capture, The Mocap Studio
Entry video
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Highly Commended
Company
Zulu Alpha Kilo
Client
Royal Canadian Legion / HomeEquity Bank
Summary
HomeEquity Bank sponsors the Royal Canadian Legion’s Remembrance Day initiatives. With the popularity of food delivery apps at an all-time high during the pandemic, we produced replicas of WWII-era field ration kits and made them available on DoorDash. All proceeds went to veterans in need. Historically accurate typography, paper stocks and package design were guided by references from the Canadian War Museum. A QR code drove to a guided unboxing video that also showcased interviews with WWII veterans.
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Entry credits
- Zak Mroueh, Chief Creative Officer, Zulu Alpha Kilo
- Brian Murray, Executive Creative Director, Zulu Alpha Kilo
- Vic Bath, Art Director, Zulu Alpha Kilo
- Michael Romaniuk, Art Director , Zulu Alpha Kilo
- Dan Cummings, Copywriter, Zulu Alpha Kilo
- Marco Buchar, Copywriter, Zulu Alpha Kilo
- Dejan Djuric, Design Director, Zulu Alpha Kilo
- Jackman Chiu, Designer, Zulu Alpha Kilo
- Tim Lynch, Agency Producer, Zulu Alpha Kilo
- David Tremblay, Account Team, Zulu Alpha Kilo
- Samantha Tang, Account Team, Zulu Alpha Kilo
- Rob Feightner, Account Team, Zulu Alpha Kilo
- Yvonne Ziomecki, Client, HomeEquity Bank
- Vivianne Gauci, Client, HomeEquity Bank
- Erin Wilson, Client, HomeEquity Bank
- Niary Toodakian, Client, HomeEquity Bank
- Sonia Gill, Client, HomeEquity Bank
- Dwayne Mataseje, Media Team, OMD
- Mitchell Cornelisse, Media Team, OMD
- Justin Lee, Media Team, iQuanti
- Jacklyn Power, PR Team, Weber Shandwick
- Jennifer Wasley, PR Team, Weber Shandwick
- Vic Bath, Director, Zulubot
- Dan Cummings, Director, Zulubot
- Mitch Cappe, Production House Producer, Zulubot
- Sarah Dayus, Production House Producer, Zulubot
- Kyle Chappell, Director of Photography, Zulubot
- Max Lawlor, Editor, Zulubot
- Mitch Reed, Editor, Zulubot
- Felipe Chaparro, Colour Grading, Zulubot
- Dino Cuzzolino, Audio Engineer, Zulubot
- Noah Mroueh, Photographer, Zulubot
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Nominated
Company
Ministry of Justice
Summary
Around 70,000 people are released from prison each year. One of the most effective ways to ensure they don’t reoffend? Get them into a job on release.
It’s hard to overestimate the value of offender employment – to the future of the individuals leaving prison and to the success of the UK as businesses recover from Covid-19. In a time of extreme skills and staff shortages, prison leavers offer a vital talent pool. Our challenge? To get the message in front of the people with the power to hire.
Unfortunately, the stigma around offenders means many are written off before they can show their skills, commitment and enthusiasm. Just 17% of ex-offenders find a job within a year of release, yet it’s proven to dramatically reduce their chance of ending up back inside.
Our digital content showcased the people behind the labels, giving a unique platform to ex-offenders and the businesses that hired them.
In total, the social campaign led to a 113% year-on-year increase in businesses registering interest in recruiting ex-offenders. Proving the power of effective social media, an elite car manufacturer signed up after seeing just one viral Instagram Reel of F1 star Sebastian Vettel’s visit to a Young Offenders Institute.
It has contributed to the number of ex-offenders in employment six months after their release rising by an impressive 66% since April 2021. This will do untold good to the lives of those ex-offenders, while increasing diversity in the workforce and reinvigorating the UK economy.
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Entry credits
- Helena Lynch, Senior Digital Content Manager, Ministry of Justice
- Jon Radmall, Senior Campaigns Advisor, Ministry of Justice
- Emma Keegan, Head of Campaigns - Prison and Probation, Ministry of Justice
- Michael MacCormack, Senior Communications I&E Manager, Ministry of Justice
- Giles Gibbins, Senior Communications I&E Manager, Ministry of Justice
- Safrina Nishad, Senior Digital Content Manager, Ministry of Justice
- Helen Pye, Senior Digital Content Manager, Ministry of Justice
- Thomas Wakelin, Digital Content Creator, Ministry of Justice
- James Steer, Digital Content Creator, Ministry of Justice
- Isaac Mayne, Digital Content Creator, Ministry of Justice
Entry video
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Award
Company
Performance Art
Client
Black & Abroad
Summary
The Black Elevation Map is an immersive digital experience that reimagines the American landscape by visualizing the heights of The Culture as elevation. The platform takes cultural data, such as Black population data, historical markers, Black-owned businesses, and social media activity, and visualizes it as points of interest on a dynamic, searchable elevation map of the United States. The greater the density of data, the higher the elevation.
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Entry credits
- Eric Martin, Client, Black & Abroad
- Kent Johnson, Client, Black & Abroad
- Ian Mackenzie, Chief Creative Officer, Performance Art
- Pedro Izzo, Associate Creative Director, Performance Art
- Benson Ngo, Associate Creative Director, Performance Art
- Hemal Dhanjee, Copywriter, Performance Art
- Tobi Adebowale, Copywriter, Performance Art
- Paula Purdon, Copywriter, Performance Art
- Jasmine Mans, Copywriter, Performance Art
- Nzegwhua Anderson, Experience Delivery Lead, Performance Art
- Joe Szabo, Senior Experience Designer, Performance Art
- Leon Mullings, Experience Designer, Performance Art
- Emily Plewes, Studio Designer, Performance Art
- Colin Craig, Executive Creative Director, Performance Art
- Sharon Nelson-Bailey, Producer, Performance Art
- Kirk Linkletter, VP, Strategy, Performance Art
- Leandra Legendre, Strategist, Performance Art
- Simran Kaur, Strategist, Performance Art
- Eli Ferrara, Strategist, Performance Art
- Cassandra Cervi, Strategist, Performance Art
- Priyanka Goswami, SVP, Head of Strategy, Performance Art
- Kaylen Dillon, Program Manager, Performance Art
- Darwin Garcia, Digital Producer, Performance Art
- Jordan Dinning, SVP, Managing Director, Performance Art
- Ricky Gunawan, Account Supervisor, Performance Art
- Jon Rae, Account Director, Performance Art
- Stuart Cheesmond, VP, Technology, Performance Art
- Suraj Patel, Technical Solutions Consultant, Performance Art
- Arnaud Icard, Group Director, Product Development, Performance Art
- John Iacoviello, Lead Developer, Performance Art
- Cody Schreiber, Full Stack Developer, Performance Art
- Heung Lee, Interface Developer, Performance Art
- Valerian Nasqidashvili, Senior Technical Architect, Performance Art
- Natalia Zadorozhna, Quality Assurance Lead, Performance Art
- Nataliya Vislyanska, Quality Assurance Analyst, Performance Art
- Suraj Patel, Solutions Consultant, Performance Art
- Kaivalya Kashyap, Solutions Consultant, Performance Art
- Anil Iqbal, Analytics Manager, Performance Art
- Shaista Meghji, Junior Analyst, Performance Art
- Abdul Dau, Analytics Analyst, Performance Art
- Gigi Basanta, Consultant, Performance Art
- Andrea Cook, Chief Executive Officer, Performance Art
- Elizabeth Sellors, Chief Operations Officer, Performance Art
- Tré Seals, Designer, Vocal Type Co.
- Kelly Fyffe-Marshall, Director, Alfredo Films
- Shivam Pandya, DOP, Alfredo Films
- Alex Henry, Producer, Alfredo Films
- Holly Rowden, Producer, Alfredo Films
- Michael Ofori-Attah, Editor, Alfredo Films
- Hilda Pereira, VFX Executive Producer, Alter Ego
- Andrew Tavares, VFX Producer, Alter Ego
- Rob Fisher, Motion Designer, Alter Ego
- Ian Flaig, Motion Designer, Alter Ego
- Conor Fisher, Colourist, Alter Ego
- Daniel Saavedra, Colour Assistant, Alter Ego
- Joel Osis, VFX Artist, Alter Ego
- Victoria Gaston, VFX Assistant, Alter Ego
- Simon Jain, Audio Director, TA2 Sound + Music
- Heather Ngo, Project Manager, TA2 Sound + Music
- Dean Metherell, Audio Engineer, TA2 Sound + Music
- Justin Poon, Assistant Audio Engineer, TA2 Sound + Music
- Steve Gadsden, Creative Director, TA2 Sound + Music
- Nish Shah, Chief Strategy Officer, Initiative Canada
- Lara Senbanjo, Director, Communications Design, Initiative Canada
- Christian Kern, Director, Strategy, Initiative Canada
- Cynthia Steele, Head of Content, Reprise Canada
- Tyler Dmytrow, Sr. Director, Strategy & Social Commerce, Reprise Canada
- Wendi Dunlap, SVP, Global Client Solutions, Kinesso
- Mandy Wong, Director, Audience Solutions, Kinesso
- Rory Materson, Manager, Audience Solutions, Kinesso
- Kayla Osmond, Creative Agency Partner, Meta
- Katie Wall, Creative Agency Partner, Meta
- Scott Drey, Creative Director, Meta
- Michael Dooley, Creative, Meta
- Shannon Stephaniuk, PR, Glossy Inc.
Entry video
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Nominated
Company
WONGDOODY
Client
The Financial Times
Summary
The climate crisis, in its near overwhelming enormity, is one of the defining issues of our time. But educating the public on the ways climate change is intertwined with society, finance, business and politics in an engaging way is a challenge for even the most adept journalists.
The Financial Times wanted to ask its readers 'What will your world look like in 2050?', a question we felt could only be answered through participative content — a mechanism that would allow readers to make decisions, see their impact and absorb what they had learned.
In April of 2022, the FT published The Climate Game — a lavishly-illustrated interactive project developed in partnership with Infosys. Readers are elected ‘Minister for Future Generations’ and tasked with cutting emissions to net zero in order to keep global warming below 1.5C. Placed at the heart of the decision-making, the player must also balance the trade-offs and actions necessary to protect people and nature — without losing their job . . .
Working with climate scientists from the International Energy Agency, who produced bespoke, state-of-the-art climate modelling for the FT, we simplified the road to net zero emissions in order to create a game that we hoped would appeal to policy makers and younger and non-specialist audiences alike. The game likely represents the first time that the cause and effect of actions across key emissions sectors and policy levers have been in the public domain in this kind of an engaging, digestible format.
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Entry credits
- Ralf Gehrig, Chief Experience Officer, WONGDOODY
- Ines Feldman-Pach, General Manager, WONGDOODY
- Anthony Cooke, Design Lead, WONGDOODY
- Ashish Kumar Dash, EVP and Segment Head – Services, Utilities, Resources, Energy , Infosys
- Emiliya Mychasuk, Climate Editor, Financial Times
- Alan Smith, Head of Visual Data and Journalism, Financial Times
- Sam Joiner, Visual Stories Editor, Financial Times
- Leslie Hook, Clean Energy Correspondent, Financial Times
- Alex Heal, Visual Stories Reporter, Financial Times
Entry video
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Nominated
Company
Zulu Alpha Kilo
Client
Black Business and Professional Association, Toronto Metropolitan University's Diversity Institute, Canadian Congress on inclusive diversity and workplace equity, Pride at Work Canada
Summary
Microaggressions are seemingly harmless, usually unintentional, comments and behaviors that have a significant impact on physical and mental health. Canada’s largest Diversity, Equity, and Inclusion (DEI) organizations believed self-awareness was the first step towards change. Together The Black Business and Professional Association, Canadian Congress on Inclusive Diversity & Workplace Equity, Pride at Work, and the Diversity Institute launched The Micropedia, the first encyclopedia of microaggressions.
It’s a judgement-free online tool that provides easy-to-digest information where people can unlearn their unconscious bias and make immediate changes in their daily interactions. Like Wikipedia, entries are collected via user submissions. They span nine categories and define the harmful impact of the microaggression while providing resources and real-world examples from news, media, and pop culture. A tips section promotes behavior change through actionable steps. By raising self-awareness of microaggresions, The Micropedia will help create safer workplaces, schools, social settings and have lasting societal impact.
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Entry credits
- Zak Mroueh , Chief Creative Officer , Zulu Alpha Kilo
- Stephanie Yung, Executive Creative Director, Zulu Alpha Kilo
- Christina Yu, Executive Creative Director , Zulu Alpha Kilo
- Stephanie Yung, Head of Design, Zulu Alpha Kilo
- Andrea Por, Art Director, Zulu Alpha Kilo
- Christina Roche, Writer, Zulu Alpha Kilo
- Jeff Watkins, Design Director, Zulu Alpha Kilo
- Zoe Kim, Designer, Zulu Alpha Kilo
- Damian Simev, UX/UI Designer, Zulu Alpha Kilo
- Rob Feightner, Account Team, Zulu Alpha Kilo
- Karla Ramirez, Account Team, Zulu Alpha Kilo
- Michael Brathwaite, Account Team, Zulu Alpha Kilo
- Spencer MacEachern, Planning Team, Zulu Alpha Kilo
- Adrian Ver, Planning Team, Zulu Alpha Kilo
- Patrick Henderson, Planning Team, Zulu Alpha Kilo
- Sean Bell, Planning Team, Zulu Alpha Kilo
- Rebecca Adams, Agency Producer, Zulu Alpha Kilo
- Kenneth Haz, Agency Producer, Zulu Alpha Kilo
- Ola Stodulska, Production Director, Zulu Alpha Kilo
- Nadine Spencer, Partner, Black Business and Professional Association
- Alex Ihama, Partner, Canadian Congress on inclusive diversity and workplace equity
- Wendy Cukier, Partner, Toronto Metropolitan Universitys Diversity Institute
- Colin Druhan, Partner, Pride at Work Canada
- James Graham, Studio Director, Zulubot
- Jake Edwards, Developer, Zulubot
- Kyle Collins, Developer, Zulubot
- Ariana Emond, Developer, Zulubot
- Pavel Petriycki, Production Artist, Zulubot
- Mila Lukezich, Production Artist, Zulubut
- Cecilia Bernasch, Production Artist, Zulubot
- Barbara Shearer, Director, Zulubot
- Lauren Schell, Production House Producer, Zulubot
- Mitch Cappe, Production House Producer, Zulubot
- Adam Palmer, Production House Producer, Zulubot
- Jackie Pal, Production House Producer, Zulubot
- Tom Evans, Executive Producer, Zulubot
- Greg Bennet, Cinematographer/DOP, Zulubot
- Prassan Patel, Key Grip, Zulubot
- Jessie Posthumus, Editor, Zulubot
- Felipe Chaparro, Editor, Zulubot
- Jay Baker, Editor, Zulubot
- Ashlee Mitchell, Animation, Zulubot
- Sarah Dayus, Post Producer, Zulubot
- Mariya Guzova, Post Producer, Zulubot
- Felipe Chaparro, Online/Colourist, Zulubot
- Mike Sevigny, Motion Graphics, Zulubot
- Noah Mroueh, Audio Social, Zulubot
- Nabil Elsaadi, Illustrator, Zulubot
- Maggie Blouin Pearl, Executive Producer, Pirate Toronto
- Ian Boddy, Engineer, Pirate Toronto
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Nominated
Company
Wunderman Thompson UK
Client
BT Sport
Summary
In 2021, Society, and sport, had reached a tipping point in the battle against inequality.
BT’s brand mission is to Connect for Good. So, they wanted to use their platform – as a sports broadcaster and connectivity provider – to lead the fight against online abuse.
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Entry credits
- Steve Aldridge, Chief Creative Officer, Wunderman Thompson
- Richard Morgan, Creative Director, Wunderman Thompson
- Christopher Mckee, Creative Director, Wunderman Thompson
- Josh Baggot, Creative, Wunderman Thompson
- Sam Huckle, Creative, Wunderman Thompson
- Tyler Hendy, Lead Designer, Wunderman Thompson
- Rebecca Pinn, Senior Srategist, Wunderman Thompson
- Sid McGrath, Chief Strategy Officer, Wunderman Thompson
- Matt Steward, Chief Client Officer, Wunderman Thompson
- Andy Lane, Managing Partner, Wunderman Thompson
- Natalie Wilson, Account Director, Wunderman Thompson
- Phil Watson, Business Director, Wunderman Thompson
- Nick Firth, Artworker, Wunderman Thompson
- Paul Grainger, Head of Studio, Wunderman Thompson
- Hanna Apperley, Delivery Director, Wunderman Thompson
- James Wilson, Project Director, Wunderman Thompson
- James Wilson, Project Director, Wunderman Thompson
- Jane Evans, Senior Strategy Director, Wunderman Thompson
- Juan Delgado, Data Science Director, Wunderman Thompson
- Magda Zubala, Senior Data Scientist, Wunderman Thompson
- Steve Richards, Data Partner, Wunderman Thompson
- Dave Watkins, Data Strategy Lead, Wunderman Thompson
Entry video
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5
Most Effective First Party Data Strategy - New for 2022
Description
Recognizing the strategy and use of first-party data that has most successfully has allowed/assisted companies to engage with their audiences and generate revenue for themselves and their clients.
Highly Commended
Company
Spark Foundry
Client
George
Summary
Every media textbook written in the last 30 years will tell you the same thing - that to win SOV you need the highest spend. We decided that it was high time we used data to rewrite the book on SOV.
By rethinking the way we buy TV and using some smart data and tech, we were able to match George shopper CRM data to TV viewing habits. That one small change was enough to move up to 1st place SOV despite being 3rd in spend. Couple that with creative that was developed using insight from our CRM and it’s no small wonder why George was able to drive twice as many sales per TVRs as their 2019 campaign and rewrite all of the rules when it comes to SOV.
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Entry credits
- Marcos Angelides, Chief Strategy Officer, Spark Foundry
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Nominated
Company
Deloitte Digital
Client
Dow Jones & Company / The Wall Street Journal
Summary
Trust is essential for The Wall Street Journal and has been tracked for years. WSJ needed actionable insights to understand the why behind trust levels. Trust is complicated, and has many individual meanings. Combining detailed trust surveys, millions of pieces of data, and assessing thousands of behavioral variables, we isolated four essential factors driving trust, then built a dynamic predictive TrustID pilot model to track individual trust scores at scale. TrustID identified segments based on which dimensions of trust they prioritized most, and then tracked testing of targeted campaigns to deliver relevant content to these customers, successfully increasing traffic, and decreasing churn.
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DEL PRI Digital RGB.eps
Entry credits
- Almar Latour, Chief Executive Officer, Dow Jones & Company / The Wall Street Journal
- Sharon Ribner, SVP Marketing, Dow Jones & Company / The Wall Street Journal
- Katie Fabry, Marketing Director, Dow Jones & Company / The Wall Street Journal
- Nicole Gallagher, Principal, Deloitte Digital
- Andy Ho, Principal, Deloitte Digital
- Michelle McGuire Christian, Principal, Deloitte Digital
- Ashley Reichheld, Principal, Deloitte Digital
- Lauren Teegarden, Project Lead, Deloitte Digital
- Jennifer Daily, Customer Insights, Deloitte Digital
- Jack Alexander, Customer Insights Support, Deloitte Digital
- Jonathan Epstein, Customer Insights Support, Deloitte Digital
- Michal Laclavik, Data Science, Deloitte Digital
- Denver Stokes, Data Science, Deloitte Digital
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Nominated
Company
iCrossing UK
Client
Fidelity
Summary
The ISA tax year end campaign is the highest profile and biggest annual campaign for Fidelity. However, people were hesitant to invest due to the easing of Covid restrictions and the growing cost of living crisis in 2022.
To maximise investments from both prospects and existing customers, we used Adobe Analytics and first party data across multiple digital channels to build a full funnel audience strategy across the brand’s digital ecosystem.
Optimising our audience targeting through technology and reinforcing our approach with the use of Adobe Audience Manager, we were able to deep dive into audiences and understand where they were on their journey.
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Entry credits
- Julia Morrow, Account Director, iCrossing UK
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Award
Company
DELVE
Client
EconomyCarRentals
Summary
EconomyCarRentals offers rental options in over 160 countries around the world through partnerships with major international car hire companies. Based in Heraklion, Crete in Greece, the car hire company’s mission is to provide the lowest possible price for the best car available wherever their clients travel worldwide.
As the COVID-19 pandemic spread across the globe, ECR faced rising cancellation rates that not only impacted overall revenue, but also the marketing activities meant to drive conversion. In order to survive, the company needed to predict the probability of future revenue at the moment of conversion to better inform their ad bidding strategy, helping to alleviate risk and maximize ROI during this highly uncertain time.
"By revealing that the volatility of cancellation rates was the real problem, not the cancellation rate itself, DELVE helped ECR to bridge the gap between ad spend now and revenue a couple months later," says Michał Wrąbel, Data Science Team Lead at DELVE. "In the process, we restored the client’s confidence in ad campaigns.”
By delivering estimated savings of €1,000,000+ each quarter thanks to more efficient ad targeting, DELVE delivered an extraordinary boost to ECR's bottom line during the height of the pandemic—allowing the company to expand into 10 new markets previously considered too risky because of their high cancellation rates.
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Entry credits
- Michal Wrąbel, Data Science Team Lead, DELVE
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Nominated
Company
Journey Further
Client
Luxury Ratan
Summary
Journey Further reduced this luxury garden furniture retailer’s CaC and increased its SOV against its most valuable segments in the hardest market conditions that the sector has faced in years.
Demand in the market was down -60% from pandemic levels, consumer confidence was at an all time low, the cost of living crisis was biting, Meta and Google media cost inflation was very apparent and consistent cold weather meant that there were significant headwinds in the garden furniture market and to the client’s growth ambitions.
Journey Further helped this client not only survive but grow and thrive in these difficult conditions, out-performing a market in which the likes of Made and Wayfair operate, by not just combining first-party and third-party data (yawn), but by also folding in daily attitudinal data to focus media not on static persona’s, but on agile and adaptive segments that tracked and focused on those people who were navigating the cost of living crisis better than others.
The results were spectacular.
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Entry credits
- Sam King, Social Analyst, Journey Further
- Sophie Hawkins, PPC Analyst, Journey Further
- Lydia Hinchcliff, Strategist, Journey Further
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5
Fashion, Health, Beauty or Luxury - New for 2022
Description
For work you’ve created for any fashion, health, beauty or luxury brand/company.
Nominated
Company
Adthena
Client
L’Oréal USA & Armani beauty
Summary
Armani beauty, part of L’Oreal USA, aimed to capture market share during the key holiday period by shifting the bidding strategy in their Google Ads Shopping campaigns. The L’Oreal Luxe leSearch team optimized the bidding approach by using data from Adthena to complement existing data from Google. Combined, leSearch had a clearer picture of the entire market landscape.
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Entry credits
- Ian ORourke, CEO, Adthena
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Nominated
Company
Clinique/SharpEnd
Client
Clinique
Summary
Clinique’s latest Moisture Surge 100H ‘More Than You Think’ campaign has married their storied brand identity with a fresh take on connected packaging and technology, integrating Near Field Communication (NFC) technology into their product experience.
Partnering with connected experience pioneer SharpEnd, the global skincare brand designed a digitally-enabled recyclable glass jar, inviting consumers to tap the NFC base label to access exclusive content and services.
Clinique’s Moisture Surge 100H connected jars, each now with their own unique digital identity, are being rolled out across 35 markets worldwide, Boots being the exclusive UK retailer.
Through the NFC interaction, users can take a Daily Dehydrator Index quiz, to understand factors that may cause dry skin based on their location, environment, and lifestyle. After, they’re given ‘Dehydrator Discovery’ facts along with advice from Clinique’s experts on how to keep skin glowing.
The digital experience also offers access to Clinique’s virtual skin analysis tool, Clinical Reality, plotting over 80 data points on a user’s face from a single scan to provide bespoke skincare and makeup recommendations. The journey doesn’t stop with skin analysis and recommendations: consumers can take and share their personalised selfie featuring a filter with the ‘More Than You Think’ tagline.
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Entry credits
- Erin Burke, Executive Director, Clinique
- Jessica Markowitz, Client Lead, SharpEnd
- Jeremy Harris, Vice President, Global Brand Technology, Clinique
- Benjamin Hanafi, Creative Lead , SharpEnd
- Dale Harper, Experience Lead, SharpEnd
- Robert Cross, Technology Lead , SharpEnd
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Nominated
Company
Silverbean
Client
Ralph Lauren
Summary
Silverbean worked with the Ralph Lauren team to implement a quality of sale strategy across all European affiliate programmes, with the goal of aligning the brand’s affiliate offering with its luxury product and persona.
When Silverbean acquired the account our main mission was to diversify the affiliate programmes whilst continuing to drive sales growth. Our approach was to reduce the reliance on publishers at the bottom of the funnel - such as voucher code publishers - and increase visibility with quality content titles and luxury orientated publishers in the upper funnel.
A quality of sale strategy saw us focus attention on content-based publishers, shopping aggregators and closed user group programmes instead. Though this reduced the overall volume of orders, overall spend increased significantly as higher AOV customers were targeted. This shift resulted in a YoY revenue increase of 42%.
Silverbean’s strategy revolved around a full commission restructure, as well as the implementation of exclusive code attribution. By cutting back on low quality publishers, a portion of the budget was saved, which could then be reinvested back into the account. This allowed Silverbean to collaborate with the Ralph Lauren team to secure long-term partnerships with leading content titles, which showcased the sale in editorial context instead. As a result, 65% of the customers brought to the website from content were new.
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Entry credits
- Dan Hull, Senior Influencer & Affiliate Manager, Silverbean
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Award
Company
Barbarian
Client
Fenty Beauty
Summary
With the launch of its first fragrance, Fenty Eau De Parfum, Fenty Beauty wanted to shake up the industry and forge a direct relationship with its fans by launching direct-to-consumer. But launching exclusively online to an audience that had never smelled it posed a unique challenge.
Inspired by "ghost kitchens" (delivery-only services that don't require physical addresses), we created 5 secret Fenty ghost stores: online-only e-commerce platforms hidden in locations central to the scent’s creation built on Google Maps’ API. Each store contained a chapter of the scent's creation along with a chance to purchase it in limited-edition packaging.
Over 5 days, followers of Fenty Beauty’s social account went crazy hunting down the ghost stores, purchasing all stock within hours of discovery (without ever having smelled it) and countless signing up for future drops via email and SMS, forging direct relationships with its customers.
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Entry credits
- — —, Agency, Barbarian
- — —, Client, Fenty Beauty
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Nominated
Company
Coty UK & I
Summary
Marc Jacobs Fragrances, continues its advocacy for the LGBTQIA+ community through US & UK charity partnerships, the brand drove awareness for both charities through Pride-focused TikTok campaigns in both countries.
“Pride – it’s not acceptance or tolerance. It’s self-love. It’s an appreciation. It’s self-respect. it’s just feeling the joy for having that self-love,” says Marc Jacobs.
The Perfect Marc Jacobs fragrance, launched in August 2020, is inspired by Marc Jacobs’ personal belief that we are all perfect as we are and is symbolized by the word ‘perfect’ tattooed on his wrist.
To celebrate self-expression and spread love and positivity during Pride, Coty Inc looked to create an innovative TT campaign to support the new Pride campaign
To achieve this, a TikTok #PerfectPrideMovement hashtag challenge was launched with a unique Perfect Marc Jacobs TT branded effect to celebrate Pride.
This Pride, a scented Marc Jacobs Perfect Pride Rainbow was created for London and Manchester Pride locations to spread the message of celebrate self-expression, love and positivity.
The scented Perfect Pride Rainbow welcomes everyone to join the Pride celebration by creating their own Perfect Pride moment, using the unique Marc Jacobs Perfect Tik Tok branded effect.
Complimentary Marc Jacobs Perfect fragrance samples were handed out to offer passersby to experience the scent.
The experience also put a spotlight on the charity partnership with AKT to educate the public on their mission. Marc Jacobs Perfect fragrances was sold on site where all proceeds went towards AKT.
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Entry credits
- Grace Fung, Influencer Marketing lead, Coty UK & I
- Dylan vanVuuren, Senior Brand Manager, Coty UK & I
Entry video
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7
Digital Team of the Year
Description
If you think your team is the best, this is your chance to show them how much you believe in them. Only companies entering other categories in the awards may enter this category. We want to reward the best digital team in the industry. To be eligible, you need to have entered work into other categories. But that’s what a great team would do anyway. Show your creative talent as well as your effective results
Nominated
Company
Incubeta
Summary
We are Incubeta, global market leading specialists that unlock the power of digital to discover and amplify business growth potential. Present across 17 markets, we design and deliver sustainable solutions that help businesses upgrade their growth.
A powerhouse of 800 employees, we drive digital growth for clients by championing our brand values; Dare to Lead, Earn Trust, Exceed Expectations and Help Others Succeed - the core components of our global culture. Our commitment to these values is why we’ve won brands such as Beiersdorf, Samsonite, and Woolworths, taking our complete roster to 1,600+ clients, and how we drove £229 million in revenue in 2021, $166.2 million in revenue H1 2022, and are proud to have a Cumulative Average Growth Rate of 31% YoY since 2017.
Recognizing that internal contentment leads to positive external projections (and increased performance) we put our people first - creating a brand culture and business model that’s geared for growth even in challenging times. Investing in numerous team-led initiatives and a complete global rebrand to truly drive growth for our people, and clients. Commitment that's the reason behind 89.6% of employees saying they’re proud to work for Incubeta.
Winning Digital Agency of the Year would give our people the recognition they deserve, and encourage us to continue driving growth for our clients, our business and our employees.
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Entry video
Entry credits
- Lars Lehne, Global CEO, Incubeta
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Highly Commended
Company
Megaphone
Summary
At the core of Megaphone is self-development. We focus on constant learning — putting on regular workshops and upskilling courses. But we don’t just aim to grow as digital marketers, we aim to grow as people — that’s why we have mentoring programs, wellness sessions, yoga nights, social committees, international programs, and so much more.
Megaphone invested heavily in its staff, promoting over 50 people in just the last 5 months (nearly 50% of the company), with 72% of leadership roles now held by women. These promotions were not off the back of time spent at the company or bolstered resumes, but a qualitative analysis of those who actively sought to innovate and grow the company holistically (i.e. by starting podcasts, running independent workshops, building training initiatives, building new departments, pitching new company branding, etc.)
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Entry credits
- Evan Bryce, Senior Content Strategist, Megaphone
- Lauren Oakes, CEO, Megaphone
- Alana Sly, Head of Performance, Megaphone
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Nominated
Company
PinkNews
Summary
PinkNews is the world’s most-watched and read LGBTQ+ media brand, reaching over 100 million unique users per month across our website, app and social media platforms. We exist to inform, inspire change and empower people to be themselves. We do this by producing content that elevates marginalised voices and highlights the diversity of the entire LGBTQ+ spectrum.
Our multitude of digital products is unique within the LGBTQ+ space, with our production team rising up to the challenge of delivering everything from educational content to breaking news and in-depth interviews to our audiences across the globe. In addition to our remarkable reach on Facebook, Twitter and Instagram, we are the sole LGBTQ+ publisher on Snapchat, where we have built a loyal audience through our inclusive, accessible content aimed at Gen Z users.
Since first launching on Snapchat Discover in 2018, PinkNews has grown to become one of its biggest voices, engaging with tens of millions of young people every month. In 2021, we dramatically grew our output on Snapchat, launching six new global channels, nearly doubling our previous output and quadrupling our revenue. Our informative and entertaining content created new touch points for existing users, and managed to reach a huge audience. In staying true to our mission, we have a unique opportunity to tell stories that would otherwise be neglected by mainstream media, and provide a uniquely inclusive perspective to a predominantly Gen Z audience. As of August 2022, we have over 20 Snapchat shows including 2 French language shows.
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Entry credits
- Oliver Warley, Head of Video, PinkNews
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Award
Company
RocketMill
Summary
RocketMill is the UK’s largest employee-owned agency – an attribute that has supported our market leading annual staff attrition of less than 10% and led us to become one of the UK’s fastest growing independent marketing agencies.
As a business, we do not subscribe to the shareholder value model. A model that prioritises profit, with clients or customers second, and staff last. We believe this model encourages short-term decision making and neglects a business’s most important asset, its people. We know that an employee-led business in which staff are inspired, educated, trusted and financially rewarded, is one that will bring our clients consistency via a loyal team, who are motivated to be an entrepreneur for their brand, because they share in the success they create. It is the foundation of our People First philosophy – and we believe that it fuels our success and is raising the standard for agencies across the country.
Our team of 150+ digital professionals successfully unite traditional creative with analytics-led, data-driven, performance marketing to provide brands with a connected solution, using a strategy we call Total Performance. This strategy, coupled with our People First Proposition, has led to a +40% increase in revenue growth year-on-year.
We believe digital is not a channel, but a connected platform which is why our capability spans across Paid Search, Programmatic, Paid Social, SEO, UX, Analytics, CRO, Creative, Strategy & Innovation and Client Management ensuring our valued clients are guaranteed a full funnel digital service, with performance at the core.
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Entry credits
- The Team, At, RocketMill
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Nominated
Company
The Kite Factory
Summary
The last year has been all about growth for The Kite Factory and our brilliant Digital Department, which has increased by 42% to 30 people.
The investment in our people, combined with their passion and skill has created excellence and stability through a time of rapid expansion. This has resulted in happy client clients (86% average CSS score), 12 new clients, a 21% increase in billings and 22% income growth YoY. This success has been built on three pillars:
Firstly, how we’ve supported our people and protected and incubated our culture coming out of the pandemic.
Secondly, how we’ve expanded our skillset, evolving from a paid media planning and buying team to a nuanced and multi-faceted digital performance service.
Thirdly, the excellent results we have driven for our clients, across a range of industries and specialisms.
This includes helping WaterAid break the mould of Legacy giving and become top Overseas Development Charity for consideration, supporting White Claw to become the UK’s number one Hard Selzer brand with a 42% value share by smart integration of OOH with geo-located digital activity, or identifying goal-based bid strategies in Search for Royal Mail Marketreach enabling them to reduce bounce rate and double time on site.
It has been an exciting time for us, and it has been incredible to see everyone continue to deliver excellence throughout a time of significant change. Everyone has worked so hard for their clients, themselves and their teams in a way that has made us incredibly proud.
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Entry credits
- Rik Moore, Managing Partner, The Kite Factory
- Emily Underhill, Marketing Director, The Kite Factory
- Lucy Prince, Marketing Exec, The Kite Factory
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Nominated
Company
TheSoul Publishing
Client
TheSoul Publishing
Summary
At TheSoul Publishing, our team's success begins with our core value of positivity.
As the Powerhouse of Positivity, TheSoul is the world’s most popular online media company, with more than a billion social followers and tens of millions of subscribers joining us each month. With over 20 billion monthly views across twenty languages, our uplifting content generates more social views than any other media company, including Disney and Warner Bros. Discovery. Our studio offers audiences a smile-inducing portfolio of brands, including the global phenomenon 5-Minute Crafts, Bright Side, Baby Zoo, Slick Slime Sam, Polar and many more.
What makes us unique is how our global team works. Our shift to an asynchronous communications model eliminated all internal emails and in-house meetings. Our team members now work when they feel most productive, and because we’re located across 70 countries, time-zone differences do not interrupt our workflows.
Overall, our team’s creativity, curiosity, and collaboration are essential to delivering engaging, shareable, and globally appealing content.
In this entry, we’re drawing attention towards two innovative projects in the last year we are particularly proud of:
1. The launch of our first digital music superstar, Polar.
2. Our two new eco-conscious TikTok brands, which helped generate one billion views of our green-themed content in 2021 alone.
Our team is always thinking of inventive content to produce. But, with our vast knowledge of content trends, our detailed analyses of successes (and failures), and the support of our members, we're more than a team: we're Soulmates.
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Entry video
Entry credits
- TheSoul Publishing TheSoul Publishing, TheSoul Publishing, TheSoul Publishing
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Nominated
Company
Torchbox
Summary
We are dedicated to supporting the nonprofit sector with end-to-end digital marketing: from driving initial PPC clicks, to turning those clicks into donations at the bottom of the funnel via email marketing.
We use marketing to help charities change the world, differentiating us from traditional agencies only focused on profit. In an increasingly divided and frightening world, this purpose is what motivates our staff (who have previously worked at charities including Shelter, NSPCC, Barnardos, RSPCA, and other nonprofits) to do amazing, life-changing marketing work every day.
Our Digital Marketing team is 26 people strong, divided into four propositions: Paid Media (PPC, paid social), SEO, Data, and Email Marketing.
The entire team has worked incredibly hard this year and it would be amazing to receive recognition at such a high level with 'Digital Team of the Year' at the DADIs.
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Entry credits
- Phil McMinn, Director of Digital , Torchbox
- Amina Iqbal, Head of Paid Media, Torchbox
- Emma Bennett, Head of SEO, Torchbox
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0
Diversity & Inclusion Company of the Year
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain this, please let us know.
6
Not-for-Profit/Charity
Description
For work you’ve created for any charity/not-for-profit organizations. Make sure you supply the registered charity number for the client within your report.
Award
Company
eight&four
Client
British Heart Foundation
Summary
Only 1 in 10 people survive an out-of-hospital cardiac arrest in the UK. For the British Heart Foundation (BHF), that is a big public health issue. And that is the very challenge we took on when they appointed us at eight&four to develop a national network of life-saving defibrillators.
Inspired by the jolts needed to restart a heart, The Circuit is an initiative aiming to improve that shocking stat by mapping out the locations of defibrillators up and down the UK, so ambulance services can find them fast when the worst strikes.
To encourage people to add their defibrillators to the map, we delivered a powerful social campaign, combining smart targeting with urgent creative that focused on the lives that could be saved just by registering in a few steps.
We recently exceeded the milestone of 50,000 registered defibrillators and both client and ourselves are delighted with this important societal impact.
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Entry credits
- Rachel Tinney , Associate Studio Director , eight&four
- Patricia Lefebure , Creative Director, eight&four
- Natasha Barnden, Senior Creative , eight&four
- Sophie Hodges , Senior Client Partner , eight&four
- Attalia Yaacov-Hai, Senior Content Editor , eight&four
Entry video
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Nominated
Company
The Digital Age
Client
My Name'5 Doddie
Summary
My Name’5 Doddie Foundation is a charity with one goal: a world free of Motor Neurone Disease.
They came to us at tda! with a vision of an app that could take their annual Doddie Aid fundraising campaign into the stratosphere.
We delivered an app which led with simplicity and personalisation at its core. Bringing together this eccentric and passionate fundraising community under one, centralised destination for all things Doddie Aid - including the opportunity to log their personal miles in regional competitions led by a who's who of Scottish celebrity including Rob Wainwright and Lorraine Kelly.
With over 17,000 active users on the app, together we raised £900,000 and logged over 2 million miles from the brilliant community who got active to raise MND awareness Scotland and the UK in aid of the foundation.
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Entry credits
- Julia ONeil, Account Manager, The Digital Age
- Charlotte Holland, Graphic Designee, The Digital Age
- Yukari Yoshime, Creative Director, The Digital Age
- Jill Douglas, CEO, My Name5 Doddie
- Doddie Weir, Founder, My Name5 Doddie
- Catriona Tod, Designer, Freelance
- Anna Morrison, Production Manager, Geared App
- The Folks At, Developers, Geared App
- Scott Prseley, Technical Director, The Digital Age
- Liam Ryan, Director of Development, The Digital Age
- Rob Wainwright, Trustee, My Name5 Doddie
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Nominated
Company
The Kite Factory & Don’t Panic
Client
WaterAid
Summary
Gifts in wills raised £3.2 billion in the last year, and for many leading charities is the single biggest contributor of income. However, existing Legacy communications across the sector focus on very similar themes.
WaterAid saw an opportunity to disrupt this and engage a broader, albeit colder, audience in the value of Legacy giving. Creating a powerful emotional film called What Jack Gave, WaterAid addressed the biggest challenge for overseas development charities: that UK audiences often do not feel as close to their work as they might with UK causes. We closed this proximity gap by showing you’re not simply leaving a legacy but rather starting one. It successfully broke down well known barriers to legacy giving - this was a real point of differentiation versus traditional Legacy advertising.
We activated all the way through the customer funnel. Our media plan took this wonderful film and made it famous, driving reach through AV and Digital channels, then drove deeper engagement in Paid Social, before funnelling activity into hardworking performance media, harnessing the best of what digital channels have to offer throughout.
WaterAid were able to increase their legacy consideration score and became the top overseas development charity for legacy consideration in April 2022. Beyond this, lead gen cost-per-acquisition improved by 11% and leads grew 134% on a previous burst of activity.
This campaign broke the mould for traditional Legacy marketing, with digital media a key component in successfully getting a cold audience to engage with a stunning brand asset.
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Entry credits
- Emily Underhill, Marketing Director, The Kite Factory
- Rik Moore, Managing Partner, The Kite Factory
- Lucy Prince, Marketing Exec, The Kite Factory
Entry video
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Nominated
Company
Geometry Colombia (A VMLY&R Commerce Company)
Client
Fundación Rescátame
Summary
As people began returning to in-person work, mental health became a huge concern.
Not only were employees experiencing high levels of stress and anxiety, but dog adoption rates were seeing a decline as well.
In an effort to solve both of these problems, Fundación Rescátame (the Rescue Me Foundation) created Pet Interns. This pet adoption program turned dogs into office interns by setting up linkedin profiles for each dog seeking a home and sending direct messages to companies requesting to become an office intern.
This solution caused dog adoption rates to skyrocket while making employees excited to return to the office.
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Entry credits
- Debbi Vandeven, Global Chief Creative Officer, VMLY&R
- Manuel Borde, Global Chief Creative Officer, VMLY&R Commerce
- David Cofrancesco, Global Creative Co-ordinator, VMLY&R Commerce
- Philip Nash, Global Creative Co-ordinator, VMLY&R Commerce
- Edwin Pineda, Chief Creative Officer, Geometry Colombia
- Henry Ramírez, VP Digital, Geometry Colombia
- Carlos Eduardo Romero, General Creative Director, Geometry Colombia
- Ramiro García, Front And Back End Developer, Geometry Colombia
- Daniel Castro, Front And Back End Developer, Geometry Colombia
- Liliana Peña, Art Director, Geometry Colombia
- Solbeis Quintero, Senior Digital Project Manager, Geometry Colombia
- Sara Hernández, Digital Project Manager, Geometry Colombia
- Mattheuv Osorio, Digital Project Manager, Geometry Colombia
- Manuel Gómez, Media & Content Analyst, Geometry Colombia
- Daniela Mariño, Digital Trainee, Geometry Colombia
- Juan Méndez, Audiovisual Producer, Geometry Colombia
- Lucas Pimienta, Motion and Content Designer, Geometry Colombia
- Jonhatan Bolívar, Lead Motion & Content Design, Geometry Colombia
- Dariel Bogota, Motion & Content Designer, Geometry Colombia
- Camilo Lucena, Sound Engineer, Machina
- Daniel Sánchez, Digital Project Manager, Geometry Colombia
- Luz Manrique, Media & Content Analyst, Geometry Colombia
- Maria Cristina Manosalva, Director of Corporate Communicationsand client service, Geometry Colombia
- Xavier Serrano, Regional CCO, Geometry Colombia
- Camilo Afanador, Regional VP Experience, Geometry Colombia
- Sebastián Gutiérrez, VP Planning, Geometry Colombia
Entry video
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Nominated
Company
Zulu Alpha Kilo
Client
Black Business and Professional Association, Toronto Metropolitan University's Diversity Institute, Canadian Congress on inclusive diversity and workplace equity, Pride at Work Canada
Summary
Microaggressions are seemingly harmless, usually unintentional, comments and behaviors that have a significant impact on physical and mental health. Canada’s largest Diversity, Equity, and Inclusion (DEI) organizations believed self-awareness was the first step towards change. Together The Black Business and Professional Association, Canadian Congress on Inclusive Diversity & Workplace Equity, Pride at Work, and the Diversity Institute launched The Micropedia, the first encyclopedia of microaggressions.
It’s a judgement-free online tool that provides easy-to-digest information where people can unlearn their unconscious bias and make immediate changes in their daily interactions. Like Wikipedia, entries are collected via user submissions. They span nine categories and define the harmful impact of the microaggression while providing resources and real-world examples from news, media, and pop culture. A tips section promotes behavior change through actionable steps. By raising self-awareness of microaggresions, The Micropedia will help create safer workplaces, schools, social settings and have lasting societal impact.
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Entry credits
- Zak Mroueh, Chief Creative Officer , Zulu Alpha Kilo
- Stephanie Yung , Executive Creative Director , Zulu Alpha Kilo
- Christina Yu, Executive Creative Director , Zulu Alpha Kilo
- Stephanie Yung, Head of Design , Zulu Alpha Kilo
- Andrea Por, Art Director , Zulu Alpha Kilo
- Christina Roche, Writer, Zulu Alpha Kilo
- Jeff Watkins, Design Director , Zulu Alpha Kilo
- Zoe Kim, Designer, Zulu Alpha Kilo
- Damian Simev, UX/UI Designer , Zulu Alpha Kilo
- Rob Feightner, Account Team , Zulu Alpha Kilo
- Karla Ramirez, Account Team , Zulu Alpha Kilo
- Michael Brathwaite, Account Team , Zulu Alpha Kilo
- Spencer MacEachern, Planning Team , Zulu Alpha Kilo
- Adrian Ver, Planning Team , Zulu Alpha Kilo
- Patrick Henderson, Planning Team , Zulu Alpha Kilo
- Sean Bell, Planning Team , Zulu Alpha Kilo
- Rebecca Adams, Agency Producer , Zulu Alpha Kilo
- Kenneth Haz, Agency Producer , Zulu Alpha Kilo
- Ola Stodulska, Production Director , Zulu Alpha Kilo
- Nadine Spencer, Partner, Black Business and Professional Association
- Alex Ihama, Partner, Canadian Congress on inclusive diversity and workplace equity
- Wendy Cukier, Partner, Toronto Metropolitan Universitys Diversity Institute
- Colin Druhan, Partner, Pride at Work Canada
- James Graham, Studio Director , Zulubot
- Jake Edwards, Developer, Zulubot
- Kyle Collins, Developer, Zulubot
- Ariana Emond, Developer, Zulubot
- Pavel Petriycki , Production Artist , Zulubot
- Mila Lukezich, Production Artist , Zulubut
- Cecilia Bernasch, Production Artist , Zulubot
- Barbara Shearer, Director, Zulubot
- Lauren Schell, Production House Producer , Zulubot
- Mitch Cappe , Production House Producer , Zulubot
- Adam Palmer, Production House Producer , Zulubot
- Jackie Pal, Production House Producer , Zulubot
- Tom Evans, Executive Producer , Zulubot
- Greg Bennet, Cinematographer/DOP , Zulubot
- Prassan Patel, Key Grip , Zulubot
- Jessie Posthumus, Editor, Zulubot
- Felipe Chaparro, Editor, Zulubot
- Jay Baker, Editor, Zulubot
- Ashlee Mitchell, Animation , Zulubot
- Sarah Dayus, Post Producer , Zulubot
- Mariya Guzova, Post Producer , Zulubot
- Felipe Chaparro, Online/Colourist , Zulubot
- Mike Sevigny, Motion Graphics , Zulubot
- Noah Mroueh, Audio Social, Zulubot
- Nabil Elsaadi, Illustrator, Zulubot
- Maggie Blouin Pearl, Executive Producer, Pirate Toronto
- Ian Boddy, Engineer, Pirate Toronto
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Nominated
Company
Torchbox
Client
Disasters Emergency Committee
Summary
In March 2022, the Disasters Emergency Committee (DEC) launched an urgent appeal to raise funds to help those forced to flee their homes in Ukraine.
Throughout the appeal, we ran all digital advertising across the Google and Microsoft Search Networks, Facebook and Instagram, and Google’s Discovery Network. The campaigns were fronted by ads and creative assets produced by our design team.
The fundamental challenge that lay at the heart of this campaign was who to target on digital platforms. This challenge was not unique to this particular appeal, but given the overwhelming public interest, it felt more acute.
However, we nailed down the right audiences, implemented a full-scale creative test and learn programme and drew on our experience working with the DEC and other emergency aid charities on similar appeals.
The appeal raised over £350 million, set a Guinness World Record for the most money raised by an online campaign in one week, and saw us deliver our highest profile digital marketing campaign yet.
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Entry credits
- Amina Iqbal, Head of Paid Media, Torchbox
- Hayley Collins, Digital and Innovation Manager, Disasters Emergency Committee
- Simon sberesford@dec.org.uk, Director of Fundraising and Marketing, Disasters Emergency Committee
- Louise Horner, Digital Marketing Consultant, Torchbox
- Phil McMinn, Director of Digital Marketing, Torchbox
- Jemma Notley, Digital Account Manager, Torchbox
- Tim Harrison, Lead Web Analyst, Torchbox
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6
B2B Sector
Description
For work you’ve created for any B2B organization, service or project.
Award
Company
VMLY&R Commerce USA
Client
Continental
Summary
With in person meetings on hold, Continental needed to find a way to connect with distributors and expand product awareness. Continental created The Beer Brochure, a German-American style lager which has been made out of Continental products. Simply scan the QR code on the beer can and access an entire product portfolio as well as the opportunity to connect with a Continental sales rep over a can of beer.
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Entry video
Entry credits
- Manuel Borde, Global Chief Creative Officer, VMLY&R COMMERCE
- Melvin Strobbe, Executive Creative Director, VMLY&R COMMERCE
- Angelica Galvis, Head of Design, VMLY&R COMMERCE
- Ben Griffiths, Group Creative Director, VMLY&R COMMERCE
- Matt Jones, Group Creative Director, VMLY&R COMMERCE
- Jonhatan Bolivar, Motion Graphics Designer, VMLY&R COMMERCE
- Daniel Bogota, Motion Graphics Designer, VMLY&R COMMERCE
- Lucas Pimenta, Motion Graphics Designer, VMLY&R COMMERCE
- Tammy Rivers, ACD/Art Director, VMLY&R COMMERCE
- Kirsten Breth, ACD/Art Director, VMLY&R COMMERCE
- Sarah Kasprzyk, Art Director, VMLY&R COMMERCE
- Mark Thompson, ACD/Copywriter, VMLY&R COMMERCE
- Mason Lessley, Copywriter, VMLY&R COMMERCE
- Matt Finley, Creative Director/Digital, VMLY&R COMMERCE
- Christopher Delmonico, Sr. Digital Production, VMLY&R COMMERCE
- Sarah Behrens, Account Director, VMLY&R COMMERCE
- Devon Kruger, Account Supervisor, VMLY&R COMMERCE
- Rohan Mandelia, Strategy Lead, VMLY&R COMMERCE
- David Wang, Analytics Lead, VMLY&R COMMERCE
- Nanci Santiago-Meyers, Executive Producer, VMLY&R COMMERCE
- David Cofrancesco, Global Creative Coordinator, VMLY&R COMMERCE
- Philip Nash, Global Creative Coordinator, VMLY&R COMMERCE
- Debbi Vandeven, Global Chief Creative Officer, VMLY&R
- Mark Miks, Film Director, Miks Media
- Jeff Boyle, Music/Audio, Catfish Music
- Bryan Bayley, Colorist, Republic Editorial
- Ivan Mayes, Chief Technology Officer, VMLY&R COMMERCE
- Thomas Mercurio, Associate Director, VMLY&R COMMERCE
- Kathy Kluchurosky, Print Producer, VMLY&R COMMERCE
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Award
Company
tmwi
Client
Raja Workplace
Summary
Raja Workplace sells industrial workplace equipment to businesses all across the UK. They approached tmwi with objectives to raise brand awareness, acquire backlinks to their domain and create a story that would target their B2B audience.
tmwi knew the success in this campaign lay in creating the right story. A topic that would attract key decision makers in the target B2B sector but also deemed newsworthy by national publications to increase coverage. To identify the perfect topic tmwi surveyed 2000 employees to determine the ideal characteristics of their 'dream job', with questions including salary and working hours. Topics also included trending post-pandemic opinions on workers preferences around their home vs office set up.
The ‘dream job’ narrative is centred around the workplace and a story that key decision makers in businesses will be interested to read. These key decision makers are often the same people who decide what suppliers to use for their business. From the survey results tmwi created a press release and secured coverage in national publications and industry titles. tmwi created a landing page on the Raja Workplace website with survey details that created fresh authoritative backlinks. We also helped amplify the campaign by running native display to the landing page, Native Display adverts appeared on B2B publication sites through audience targeting.
The results saw some of our best ever coverage and smashed every one of Raja's targets. Coverage gained 8.9M views with a 2.38M daily readership and 48 links from coverage.
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Entry credits
- Emily Wassell, SEO Manager, tmwi
- Sam Foster, SEO Account Manager, tmwi
- Laura Willcox, Junior Digital Executive , tmwi
- Mario McFarlane, mario.mcfarlane@tmwi.co.uk, tmwi
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Nominated
Company
Canon Content Hub (Canon Europe and Nelson Bostock)
Client
Canon Europe
Summary
In a post-pandemic world, businesses have changed the way they buy and use IT equipment. For many, the traditional office remains, but for most, remote working and hybrid working are here to stay. As a result, Canon Europe had to rethink how it sold to customers, taking into consideration different market nuances across 14 regions.
Enter 'Hybrid Working in Action' - a creative-first full funnel marketing campaign which cuts through a very noisy space and delivers exceptional business results.
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Entry video
Entry credits
- Sinead OConnor, Director, Nelson Bostock
- Will Findlater, Head of Content, Nelson Bostock
- Victoria Howarth, Content Strategist, Nelson Bostock
- Ahmad Mazloum, Senior Designer, Nelson Bostock
- Ryan Stewart, Marketing Senior Manager, Canon EMEA
- Nadia Ferrari, Senior Marketing Lead, Canon EMEA
- Marc Ranner, EMEA Director - B2B Strategy & Marketing, Canon EMEA
- Cristina Tudorascu, B2B Marketing & Communications Lead, Canon EMEA
- Fabrizio Falzarano, B2B Marketing, Sales Enablement, Business Development, Canon EMEA
- Steven Hastings, Business Development Specialist - Digital Transformation Services, Canon EMEA
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Highly Commended
Company
FINALLY Agency
Client
LG Business Solutions
Summary
FINALLY Agency started working with LG Air Solution at the beginning of 2021, originally supporting them with branding and design for the virtual ISH exhibition. Since then, we have become their marketing agency of choice. We run multiple annual campaigns, as well as their social media channels and lead on other branding projects for the LG B2B unit.
Thanks to the success of our campaigns, the work we did with ‘Therman’ (who you’ll meet shortly), and our strong relationship with the internal LG team, we are now a trusted external marketing resource not only for the LG Air Solution team but also the wider LG business units across display and information technology.
This award entry highlights in particular the success of the Air-to-Water Heat Pump (AWHP) campaign we ran for LG Air Solution, which is their best- performing global campaign to date.
CAMPAIGN SUMMARY
Objectives: To engage with installers and distributors of heating, ventilation and air conditioning units in order to educate them on why they should choose LG.
Strategy: By creating detailed personas for targeting and audience building, and tailoring our messaging to each persona, we produced creative design and copy to resonate with the audience and build a strong paid social campaign.
Results: The AWHP 2021 campaign was LG Air Solution’s most successful global campaign to date, generating over 4,000 leads in four months.
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Entry video
Entry credits
- Melissa Moller, European Marketing & Communications Manager, B2B Air Solutions at LG Electronics
- Amber Mackay, Head of Client Services, FINALLY Agency
- Ella Harvey, Head of Digital, FINALLY Agency
- Matt Bradford-Aunger, Inbound Marketing Manager, FINALLY Agency
- Chris Haydon, Head of Content, FINALLY Agency
- Charlie Elms, Head of Creative, FINALLY Agency
- Rhys Maher , Designer, FINALLY Agency
- Jack Harris, Digital Executive, FINALLY Agency
- Phoebe Lyons, Digital Executive, FINALLY Agency
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Nominated
Company
Peak Ace AG
Client
Softgarden
Summary
In our work with Softgarden, we were tasked with:
• Increasing leads,
• Decreasing CPL,
• Raising visibility through search impression share and CTR,
• Improving tracking and cookie consent to match or beat the industry average
• Achieving reliable, comprehensive data measurement
• Improving the robustness of the tracking setup
Without further ado, we got to work. Through a variety of methods, including maximizing traffic from the “applicant tracking software” niche, running competitor campaigns and more upper-funnel search, display and video campaigns, and optimizing cookie consent banners, we significantly outperformed our ambitious goals:
• We generated 121% more leads than in 2020, bringing it up to a medium-to-high 3-figure amount with only 82% more budget.
• We reduced CPL by -18% YoY, remaining under the set goal value.
• We increased generic applicant tracking CTR to 6.2% (plus 16.5%) and top impression share to 63% (plus 35.7%) increasing visibility hugely.
• Cost for 2021 was up 82%, bringing it to a medium six-figure budget compared to 2020 While traffic seasonality is clear, our optimisations still created a steady rise in CTRs. The CTR and top impression share in the competitive applicant tracking campaigns improved throughout the year, resulting in a strong Q4.
And our client was pleased: "Teaming up with Peak Ace enabled us to massively increase our inbound lead supply. [...] This helped us lift our marketing and sales performance across all B2B channels to become one of the key players"
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Entry credits
- Lisa Hoppe, Senior Manager MarTech, Peak Ace AG
- Charlotte Byrne, Key Account Manager Performance Advertising, Peak Ace AG
- David Gaspar Verdejo, Trainee PPC, Peak Ace AG
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Nominated
Company
Hidden
Client
ABB, Formula E and Johnson & Johnson
Summary
Through a bold and creative approach to the innovation process, we’ve developed the most compelling immersive multi-user metaverse experience of its kind, with a platform enabling rapid deployment and hosting of interactive experiences and dynamic content, reinventing the way B2B organisations can share knowledge, stories and events. We have called it Simmerse.
Providing high-impact messaging and direct peer-to-peer collaboration, Simmerse transports users to the most remote places, enabling exploration within the metaverse. Through this immersive and engaging technology we’re revolutionising the way we communicate, forever.
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Entry video
Entry credits
- Peter OBrien , Creative Director, Hidden Creative
- Tim Philips, Operations Director , Hidden Creative
- Matt Trubow, CEO , Hidden Creative
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6
Finance/Professional Services
Description
For work you’ve created for any legal, accountancy, teaching, training or other professional services. For work you’ve created for any financial service, including insurance, banking, accountancy and any other form of money management.
Nominated
Company
Adthena
Client
Legal & General
Summary
Legal & General are a UK market leader in life insurance, workplace pensions and retirement income, covering the financial needs of approximately 12 million policyholders and workplace members. But they were stuck at second place in paid search for retirement products, and they wanted to be number 1.
Adthena’s cutting-edge technology gathers insights and provides full transparency on a brand’s search landscape to create a unique Whole Market View and enable them to make the best strategic decisions.
By implementing a number of Adthena’s proprietary search intelligence tools, L&G dug into competitor activity, identified gaps, and activated the right paid search messaging and keyword tactics to boost category performance.
The key to getting to that #1 spot included comparing competitors’ ad copy, analyzing market share reports, and revealing new search term opportunities. Using Adthena’s AI technology helped to uncover key insights and tailor their ads to lower Costs Per Click (CPC) and boost their position on the SERP.
The key results were in as L&G gained +255% increase in clicks; +150% increase in Click Share, and -40% reduction in category CPCs, giving L&G the top spot as No.1 brand for retirement income & investments.
This campaign shows that superior intelligence, not just big budgets, can drive search success. Brands can dominate their search landscape if they look for opportunities beyond what Google reveals. By reading the competition, actively protecting brand assets, strengthening weaknesses, and using data, not guesswork, brands can guide their path to #1.
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Entry credits
- Ian ORourke, CEO, Adthena
Entry video
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Nominated
Company
Yard Digital
Client
Wealthify
Summary
We were engaged by Wealthify to create a campaign that would generate high authority links to their site which would drive traffic and boost SEO rankings.
Our response was to create Silver Spoon (https://www.wealthify.com/blog/saving-fo...), a thought-provoking piece of research delving into the challenges faced by parents when it comes to saving for their children’s futures – a hot topic during a cost of living crisis! We knew our surprising findings would appeal to a wide range of top tier publications as well as niche and regional media.
This campaign has smashed all our objectives, including:
•Increasing organic traffic to the Junior ISA page (https://www.wealthify.com/junior-isa) by 232.7% (YOY).
•Improving keyword rankings on ‘Junior ISA’ related terms putting Wealthify on page 1 for the first time in 12 months.
•Building brand awareness through 92 pieces of national and regional coverage, 52 of those linking back to the Junior ISA page (over DOUBLE our target!), from a range of top-tier sites including: Daily Express, This Is Money, The Mirror, iNews, Flipboard, London Connected, Bristol Post and Bride Magazine.
What makes Silver Spoon so special?
•The campaign was relevant given its launch during the cost of living crisis, but also around the time the Government made their Spring Budget Announcement, providing plenty of newsjacking opportunities.
•Our innovative four-pronged outreach strategy helped give the campaign longevity and relevance from Christmas to the Spring.
•We worked with our client to provide journalists with real life case studies, helping give more depth and context to their stories.
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Entry credits
- Louise Ali, Head of Campaigns, Yard Digital
- Emma Malcolmson, Digital PR & Outreach Executive, Yard Digital
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Nominated
Company
iCrossing UK
Client
Fidelity
Summary
The ISA tax year end campaign is Fidelity’s highest profile campaign. We had to create an innovative strategy, proving that digital integration can raise the bar and impact multiple channels.
Our goal? To get as many people as possible to choose Fidelity for their next ISA, as well as persuade existing customers to max out, repeat purchase or invest in an ISA with our client.
Our 2022 plan included both an integrated above the line (ATL) and below the line (BTL) campaign strategy. We planned to focus on brand level awareness and take advantage of opportunities for audience sharing and connections.
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Entry credits
- Julia Morrow, Account Director, iCrossing UK
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Nominated
Company
OmniGOV at MG OMG
Client
UK Government
Summary
DWP have two main arms to its department: Labour Market and Benefits Information. The latter ensures that potential claimants are provided understanding around the financial support available, whilst Labour Market promotes career support information, aiming to get unemployed or at-risk individuals back into the job market.
With the unstable nature of coronavirus having a large influence on this campaign we knew that tailored activity to support messaging around the end of furlough was needed but finding the budget to support that activity was more of a challenge.
As covid fatigue grew across the UK, this correlated with dropping engagement and response rate across both campaigns. OmniGOV were able to provide an invaluable piece of insight to DWP that the downward trend in responsiveness was driven by the youth audience. This was backed up by DWPs data that 18-24s were most impacted by unemployment with the serious consequence that this would have the most long-lasting impact on this demographic in the UK as employment trends that are embedded at the start of a career persist through their life.
DWP challenged OmniGOV to look for innovative ways to engage this audience, in a way that would buck this downwards trend and engage the youth audience, so they feel more supported during this hard and uncertain time.
We took a 3-pronged approach to this brief, starting with outlining our objectives and core challenges:
Low-Cost Strategy
Increase Engagement
Integrate DWP
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Entry credits
- Charlie Brook, Biddable Account Director, OmniGOV
- David Sandford, Biddable Account Director, OmniGOV
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Nominated
Company
Nomensa Ltd
Client
Swissquote
Summary
Conceived by the Swissquote banking group, the vision for Yuh was to create a neo-bank that put the pleasure of end user experience (not just great customer service) at the heart of its proposition. This was not to be just a good-looking brand summarised in a vanilla interface of features and functions.
We propelled growth by breaking down perceived barriers around investing and banking. Yuh would be playful in nature but still trustworthy and reassuring, consequently offering a bold challenge to the market. We created meaningful experiences by tapping into the plethora of data powering Swissquote’s trading and banking service.
Yuh already has around 60K users and the rollout is now on track to have 90-100,000 in Switzerland by this time next year. Yuh's fast growing community of followers (around 10k) is consistently amassing 1,400 new ‘Yuhsers’ per week now carrying the app in their back pocket – a signal of the proposition’s strong fundamentals. Yuh is also the only App in Switzerland to have launched Fractional Shares open to more than 100 stocks, ETF’s and Trending Themes.
Yuh was voted by [the Swiss] (https://www.moneytoday.ch/news/welche-ne... auch-morgen-noch-erfolgreich-geschaeften) – above huge brands such as Revolut – as the number one neo-bank that will still operate successfully in the Swiss market ‘tomorrow’.
They said:
“Yuh is colourful, relaxed, dynamic and operates close to the customer groups. In addition to concrete performance… A direct inquiry from some competitors has shown that even the competition cannot (or does not want to) escape Yuh’s charm.”
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Entry credits
- Catherine Vaughan, Marketing Director, Nomensa
- Manuela Santini, Country Director, Nomensa
- Emily Trotter, Principal UX Designer, Nomensa
- Chris Richards, Creative Director, Nomensa
Entry video
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Award
Company
Zulu Alpha Kilo
Client
Interac
Summary
Interac is a leader in financial services. Although 30 million Canadians use it daily, Interac is largely perceived as a functional brand and struggles with top-of-mind awareness. Our goal was to increase consumer perceptions of Interac as an innovator in the FinTech space. At the same time, we wanted to reinforce our brand promise that Interac helps you stay in control of your money.
Our target audience is young, tech-savvy individuals that are disinterested in finance and find the topic boring. To reach them, we needed to bring finances to life in a fun way.
Sound of Spending is the first-ever digital tool that transforms spending data into music. Anyone using the tool can hear the sound of their own spending, engaging with their personal finances in an entirely new way. This innovation helped us reach an audience that’s typically disinterested in finance, by using the medium they’re passionate about, music.
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Entry credits
- Zak Mroueh, Chief Creative Officer, Zulu Alpha Kilo
- Wain Choi, Executive Creative Director, Zulu Alpha Kilo
- Michael Romaniuk, Art Director, Zulu Alpha Kilo
- Marco Buchar, Writer, Zulu Alpha Kilo
- Damian Simev, Designer, Zulu Alpha Kilo
- Brian Banton, Designer, Zulu Alpha Kilo
- Zoe Kim, Designer, Zulu Alpha Kilo
- Jake Edwards, Creative Technology, Zulu Alpha Kilo
- Alyssa Guttman, Account Team, Zulu Alpha Kilo
- Kara Oddi, Account Team, Zulu Alpha Kilo
- Risa Kastelic, Account Team, Zulu Alpha Kilo
- Sean Bell, Planning Team, Zulu Alpha Kilo
- Spencer MacEachern, Planning Team, Zulu Alpha Kilo
- Andrea Danovitch, Client, Interac
- Matt Houghton, Client, Interac
- Meghan Jeffery, Client, Interac
- Rachel Kellogg, Client, Interac
- Chingtien Chang, Client, Interac
- Rachel Schmidt, Media Team, Media Experts
- Latoya Taylor, Media Team, Media Experts
- MacKenzie McNevin, Media Team, Media Experts
- Keaton Dale, Media Team, Media Experts
- Samantha Kay, PR Team, Hill+Knowlton Strategies
- Geetika Kher, PR Team, Hill+Knowlton Strategies
- Ece Inan, Producer, Zulubot
- Greg Hennessy, Producer, Zulubot
- Adam Palmer, Producer, Zulubot
- Lauren Schell, Producer, Zulubot
- Ashlee Mitchell, Animation and editing, Zulubot
- Barbara Shearer, Director, Zulubot
- Mallory Robbins, Editor, Zulubot
- Noah Mroueh, Audio Mixer, Zulubot
- Daenen Bramberger, Audio Engineer, Oso Audio
- Andrew Martin, Interactive Artist, Zulubot
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9
Retail and E-commerce
Description
For work you’ve created for the retail and e-commerce sector.
Nominated
Company
Adthena
Client
L’Oréal USA & Armani beauty
Summary
Armani beauty, part of L’Oreal USA, aimed to capture market share during the key holiday period by shifting the bidding strategy in their Google Ads Shopping campaigns. The L’Oreal Luxe leSearch team optimized the bidding approach by using data from Adthena to complement existing data from Google. Combined, leSearch had a clearer picture of the entire market landscape.
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Entry credits
- Ian ORourke, CEO, Adthena
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Highly Commended
Company
VMLY&R Commerce USA
Client
General Mills
Summary
In an effort to increase national park attendance, Nature Valley created a mobile-first, commerce experience known as Adventure Quarters.
Using the 19 billion quarters which include designs of national parks across the United States, users could simply scan their quarter and unlock park facts and instant rewards including an annual park pass and discounts on Nature Valley products.
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Entry credits
- Manuel Borde, Global Chief Creative Officer, VMLY&R Commerce
- Oswaldo Sa, Group Creative Director, VMLY&R Commerce
- Frank Stegmaier, Group Creative Director, VMLY&R Commerce
- Federico Mariani, Creative Director, VMLY&R Commerce
- Alberto Triana, Creative Director, VMLY&R Commerce
- Nathan Morales, Associate Creative Director, VMLY&R Commerce
- Lucas Pimienta, Motion Graphic Designer & Editor, VMLY&R Commerce
- Michael May, IT Director, VMLY&R Commerce
- Ivan Mayes, Chief Technology Officer, VMLY&R Commerce
- Thomas Mercurio, Associate Director, VMLY&R Commerce
- David Cofrancesco, Global Creative Coordinator, VMLY&R Commerce
- Philip Nash, Global Creative Coordinator, VMLY&R Commerce
- Amanda Lobos, Illustrator, Independent
- Leonardo Agostinho, Animator, Independent
- Cybil Foley, Account Director, VMLY&R Commerce
- Lisa Barto, Account Supervisor, VMLY&R Commerce
- Lexie Kircher, Senior Commerce Strategist, VMLY&R Commerce
- Naomi Marcus, Strategy Director, VMLY&R Commerce
- Debbi Vandeven, Global Chief Creative Officer, VMLY&R
- Dariel Bogota, Motion Graphic Designer & Editor, VMLY&R Commerce
- Jonhatan Bolívar, Motion Graphic Designer & Editor, VMLY&R Commerce
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Nominated
Company
Spark Foundry
Client
Currys
Summary
Amazon is becoming increasingly dominant in the UK retail landscape, moving beyond entertainment and into the tech category. This isn't good news for Currys and in Summer 2021 they turned to Spark to help offset this challenge AND get noticed in the noisy Euros 2020 build-up. Partnering with Sky, Spark developed a unique property to answer these challenges; combining Currys key benefit with the nation’s love of football.
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Entry credits
- Marcos Angelides, Chief Strategy Officer, Spark Foundry
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Nominated
Company
Deloitte Digital
Client
Chipotle
Summary
We found opportunities to weave Chipotle’s core values throughout a refreshed app by adding features that engage several brand pillars: sustainability, diet and nutrition, choice and customization, charitable giving, and flexible rewards. Here’s how the new app leaned in on lifestyle.
We turned customers into eco-champions by introducing Real FoodPrint, an industry-first sustainability tracker that shows users the potential impact they have on the environment by choosing Chipotle’s real ingredients versus conventional ones. We provided the power of choice by adding unlimited builder customizations and nutrition filtering, and we developed a more flexible Rewards program that lets users spend points however they choose on Food, Goods and Giving. We showed that Chipotle cares by introducing Round-Up for Real Change in checkout. And we innovated the menu to provide options for any dietary lifestyle, inspiring users with athlete and influencer-curated entrées, or “Lifestyle Bowls.” These enhancements built upon Chipotle’s already best-in-class food ordering platform to embed priceless brand resonance throughout the digital experience.
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Entry credits
- Curt Garner, Chief Technology Officer, Chipotle
- Nicole West, Vice President of Digital Strategy & Product Management, Chipotle
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Nominated
Company
VMLY&R Commerce USA & Mexico
Client
Elena’s
Summary
Elena’s Fan Heartbreak Ice Cream transformed the traditional in-store sampling experience to offer customers some much needed football therapy.
With a flavor for every emotion, a single tub of this ice cream includes five scientifically selected flavors to help fans deal with the five stages of grief.
This ice cream not only allows customers to try multiple new flavors in a single tub, but by scanning the QR code they were led to a web experience offering content to help them through each stage of their healing process.
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Entry credits
- Manuel Borde, Global Chief Creative Officer, VMLY&R Commerce
- Sebastian Cuevas, ACD, VMLY&R Commerce
- David Pinilla, ACD, VMLY&R Commerce
- Lucas Pimenta, Motion Graphic Designer & Editor, VMLY&R Commerce
- Dariel Bogota, Motion Graphic Designer & Editor, VMLY&R Commerce
- Jonhatan Bolivar, Motion Graphic Designer & Editor, VMLY&R Commerce
- David Cofranesco, Global Creative Coordinator, VMLY&R Commerce
- Philip Nash, Global Creative Coordinator, VMLY&R Commerce
- Debbi Vandeven, Global Chief Creative Officer, VMLY&R
- Michael May, IT Director, VMLY&R Commerce
- Ivan Mayes, Chief Technology Officer, VMLY&R Commerce
- Thomas Mercurio, Associate Director, VMLY&R Commerce
- Adriano Lombardi, ECD, VMLY&R Commerce Mexico
- Pedro Mayorga, ECD, VMLY&R Commerce Mexico
- Juan Jose Posada, ECD, VMLY&R Commerce Mexico
- Octavio Guerrero, Art Director, VMLY&R Commerce Mexico
- Ines Sologuren, Account Executive, VMLY&R Commerce
- Tomas Lavagno, Creative Director, VMLY&R Commerce
- Jake Swiatek, Senior Full Stack Developer, VMLY&R Commerce
- Andrew Ziparro, Strategy Director, VMLY&R Commerce
- Karen Guevara, Planning Director, VMLY&R Commerce
- Facundo Dos Santos, Web Design, Dataki
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Nominated
Company
Herd
Client
Steamforged Games Ltd
Summary
Founded in 2014, Steamforged is an award-winning Manchester based war-gaming webstore selling tabletop games. Steamforged approached Herd in 2021 because of our expert ability to craft bespoke Shopify websites with unrivalled performance.
Steamforged needed to migrate to a high performing eCommerce platform, that allowed them to focus on increasing revenue. This meant out with the existing clunky back-end infrastructure and design. The site needed the right functionality to provide a rich interface to site visitors, to go global, set up multi-currency payment systems, and incorporate a wholesale function allowing B2B customers to purchase with their own pricing structure, with downloadable user guides and marketing materials.
This challenging build required in-depth knowledge of SEO, the Shopify platform and its latest features, in order to perform a complex SEO migration.
We created a bespoke Shopify Online Store 2.0 build, adopting our own ‘skeleton framework’ to deliver peak performance, including complex custom integrations with Sage, Trade Gecko & Hubspot, and a supercharged UX allowing Steamforged to create any custom page at key life cycle moments to drive new sales.
The results? A world-class and fully immersive site skyrocketing Steamforged to the top of their table-top gaming sector, safeguarding their future globally. We’ve seen mammoth ROI in just the first five months following launch. With a fantastic 228% uplift in transactions, outstanding 127% CVR and 261% revenue increase, plus £7.7M Kickstarter funding raised by nearly 50,000 fans across the globe for new game development, the future for Steamforged is looking very bright!
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Entry credits
- Mark Claxton, Senior Web Developer, Herd
- Tim Powell, Development Director, Herd
- Abigail Nottingham, Web Developer, Herd
- Chris Gill, Head of Development, Herd
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Nominated
Company
Peak Ace AG
Client
SharkNinja
Summary
After already delivering strong results in 2020, the client challenged us to:
• Double their revenue by the end of 2021,
• Increase their conversion rate by 52% YoY
• Increase their ROAS by 28% YoY.
Without further ado, we got to work. Through a variety of methods, including optimizing copy, introducing a new keyword structure, implementing tROAS bid strategies to utilise value-based-bidding, giving the Google algorithm more relevant data to optimise performance at scale, our campaign saw distinctive success:
1. Our in-depth audit of both the account and competitors to get a clear blueprint of what and where we could optimise
2. Our strategy was both data-driven and successfully executed so well that the client launched two further European markets with us
3. The campaign was hugely profitable, with exceptional PPC results: a +435% revenue increase YoY
4. We maximised seasonal advantages by implementing multiple versions of ad copy
5. We leveraged automation opportunities by using creative ad customizer pricing adaptions via self-built KNIME workflows
6. The whole thing was extremely efficient. There was no additional cost for client and/or agency due to open-source software
Our client was extremely happy with the results: “Peak Ace has played a crucial part in growing our digital presence in Germany in the past year. This involved reorganising the account and introducing a new account structure, alongside the clever use of ad customizers, which both increased sales and cut the cost per acquisition.”
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Entry credits
- Mateusz Rychlewski, Senior Manager PPC, Peak Ace AG
- Laura Da Re, Assistant PPC, Peak Ace AG
- David Gaspar Verdejo, Trainee PPC, Peak Ace AG
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Award
Company
VMLY&R Commerce
Client
Pizza Hut
Summary
As the food ordering experience becomes increasingly owned by delivery apps, Pizza Hut needed to build loyalty that would allure both families and individual eaters. To solve this problem, we recognized the visual similarities between Pizza Hut and Hasbro Gaming's Trivial Pursuit, a game where players challenge their knowledge against friends and family by contending to collect all six colored wedges. We combined this beloved game with people's love for pizza, gaming and trivia to create "Pizza Pursuit." To play this digital trivia game, customers purchased a Pizza Hut pizza in the five participating markets - the United Kingdom, Brazil, El Salvador, Canada and South Africa. After you scanned the QR code on your box and entered the code on your receipt, an array of questions appeared in categories ranging from sports, film, music, geography, history, and most importantly – pizza! Players could compete with others up to a group of 6 or play solo, with the top two grand prize winners being eligible to win $10,000 each. The more questions you answered correctly, the more points you received along with an opportunity to win local, instant prizes. Pizza Pursuit launched November 8th and finished at the end of January 2022 and saw great success.
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Entry credits
- Jon Goynshor, SVP Global Head of Partnerships, VMLY&R COMMERCE
- Samantha Brotman, Strategist, VMLY&R COMMERCE
- Charlie Wade, EVP Business Development, VMLY&R COMMERCE
- Oswaldo Sa, Group Creative Director, VMLY&R COMMERCE
- Tracy Mathison, SVP Group Creative Director, VMLY&R COMMERCE
Entry video
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Highly Commended
Company
NOVOS
Client
Piglet in Bed
Summary
A 484% increase in non-branded organic search is no easy feat, but that’s exactly what we did for Piglet In Bed. The fast-growing UK-based bedding brand had already found their niche in the market by the time we started working with them in August 2021 but despite this, we’ve helped them grow even bigger and the amount of year-on-year success we’ve achieved for them is pretty impressive – if we do say so ourselves.
We had our job cut out for us as the business had some intimidating goals they wanted to achieve. Not ones to rest on our laurels, we pushed the boat out and devised a strategy that combined both technical SEO and Digital PR techniques to absolutely smash their objectives. This strategy improved their overall rankings, boosted their authority on topics related to “linen bedding” in Google, helped boost results in their new US market, and won them a top 5 spot in SERPs for their primary keyword goals. To top it all off, they also enjoyed a 17% increase in revenue – result!
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Entry credits
- Daniel Cartland, Client Services Director, NOVOS
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6
Automotive and Transport
Description
For work you’ve created for any automotive or transport business.
Nominated
Company
OneFifty Consultancy
Client
Mazda UK
Summary
Beautiful content meets sales. The marketing holy grail? This data-led social campaign was audience, customer journey and content quality focused. And that got some pretty astounding results – including over 100 direct test drives - that is now the blueprint for Mazda’s digital campaigns moving forwards. As Eliott Farr, Mazda UK’s social media manager, said: “Bloody hell guys, the test drives are rolling in! Beautiful really is on the horizon.”
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Entry credits
- Katie Buckett, Co-Founder, OneFifty Consultancy
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Highly Commended
Company
eight&four
Client
Genesis Motor Europe
Summary
What do you think of when you hear the word, Genesis? The Bible? The rock band? Or a new luxury automotive brand? Keen car connoisseurs aside, most people would never have heard of Genesis – the luxury division of Hyundai – when they appointed eight&four their European social media agency at the start of 2021.
That was our primary challenge. The beauty of starting from scratch meant we owned total responsibility for defining the social content strategy outright, without having to reset anything. With zero followers, our aim was to drive follower growth at pace and at scale, while also creating desire in the premium segment.
Inspired by Korean hospitality, the Genesis Difference consists of a service-led approach that respects the customer’s time, including having your own personal assistant and test drives from your doorstep. As a result our lead messaging focused on ‘we come to you’, which was adapted for each market during pre-launch: ‘Switzerland, we’re coming to you’.
Genesis opted for a digital-first, direct-to-customer model from the outset, which meant social media was crucial to building an audience, improving brand awareness and driving desire prior to seeing the brand on TV. It also became the main channel for sharing product teasers, launch news and answering customer questions directly.
After building significant momentum into 2022, we are responsible for the growth, maintenance and community management of all social media and advertising across Instagram, LinkedIn, Facebook, Twitter with an emphasis on YouTube (a key channel for finding automotive fans).
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Entry video
Entry credits
- Tiffany Tant-Bevin, Group Client Partner Director , eight&four
- Patricia Lefebure , Creative Director , eight&four
- Ines Casas, Social Director , eight&four
- Chloe Singleton, Head of Channel, eight&four
- Becky Evans, Influencer Manager , eight&four
- Nicole Forster , Social Partner , eight&four
- Zsofia Torok, Community Manager , eight&four
- Ben Jones, Senior Producer , eight&four
- Camille Tenneson, Editorial Lead, eight&four
- Phil McDonald , Creative Production Lead, eight&four
- Daniel Clarke , Creative , eight&four
- Jude Moore , Senior Video Editor , eight&four
- Bec Brown, Social Channel Exec, eight&four
- Lewis Godliman, Social Channel Exec, eight&four
- Julia Strong , Social Producer BAU, eight&four
- Mike Dawson, Video Editor , eight&four
- Tom Lonergan , Producer , eight&four
- Alena Bodnaruk, Creative , eight&four
- Rebecca Bradley, Social Producer , eight&four
- Geoff Chang, Senior Creative Copywriter, eight&four
- Shaun Spark, Video Editor, eight&four
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Nominated
Company
Artefact
Client
Hertz
Summary
Hertz is the world's largest car rental company, with 6,500 locations in 140 countries. Hertz was hit by pandemic-related travel restrictions, but as they eased, people began renting cars again.
In August 2021, Hertz asked Artefact to capitalise on these new customers by designing a Paid Search strategy to drive new customer acquisition, especially to capture last-minute demand.
Innovative ways had to be found to increase spend while delivering ROAS goals. Auction Time Bidding only works when enabled for long periods of time. As Hertz digital marketing campaigns only began to re-open in summer 2021, all bid strategies had to reset and begin learning again. This led Artefact to pursue a micro-conversion bidding strategy.
A micro conversion is an action taken by a user towards the completion of a goal, such as selecting a vehicle, optional extras or entering payment details. Micro-conversions allow AI to analyse multiple touchpoints, increasing responsiveness and accuracy of insights.
This can be used within the bidding equation to help Hertz understand where customers are falling off, improving their overall sales strategies.
Artefact’s strategy allowed Hertz increased revenue by 378% and conversion by 399% (vs 3 months prior).The low volume challenge was overcome; 100% of their generics spend was managed using Auction Time Bidding.
From August onwards this resulted in a large increase in new customer acquisition. This trend continued, peaking in October, a traditionally quiet month for the travel industry, and continued well into the low season of November and December.
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Entry video
Entry credits
- Edouard Destrem , Head of PPC, Artefact
- Veronica Campana, Head of Display & Social, Artefact
- Bernal Mazaira, Paid Media Senior Account Manager, Artefact
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Nominated
Company
Candyspace
Client
Mazda
Summary
Buying a car is a complex business, filled with multiple considerations and dependencies that can prolong the customer journey. Compounding this challenge for Mazda was the fact 81 separate dealer websites meant inconsistent experiences for customers.
Candyspace were tasked with creating a more streamlined, consistent and frictionless journey for Mazda customers, while driving up conversions for the business.
Candyspace’s strategy was to focus on the sweetspot where Mazda’s business needs met customer demands:
1. Implementing seamless and data-driven user journeys, optimising sign-up and increasing on-site engagement
2. Working to improve content, optimise CTAs and reorder modules to highlight the most engaging content
3. Ensuring site performance was maximised and reduce any drop-off
4. Consolidating 81 separate dealer websites into a single ecosystem with consistent customer journeys and brand experience
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Entry credits
- Michelle Meehan, Senior Delivery Manager, Candyspace
- Silvia Cassone, Digital Designer, Candyspace
- Ben Prevett, Product Designer, Candyspace
- Joe Stubbs, Head of Web Development, Candyspace
- Alice Garland, Head of Client Services, Candyspace
- Jonathan Kelly, Experience Director, Candyspace
- Chris Reeve, Senior Product Designer, Candyspace
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Award
Company
Twitch
Client
Dr. Ing. h.c. F. Porsche AG
Summary
Every winning sports team needs an army of supporters. That’s what the TAG Heuer Porsche Formula E Team got when it asked Twitch’s world-leading community of gamers and streamers to help them follow on from their hugely successful launch campaign in 2019. The new task was to ‘level up’ the Formula E Team’s performance, making them the most digitally engaged team in the sport.
In a deeply immersive, interactive live-stream event, the Twitch community stepped up to help high-profile streamers and TAG Heuer Porsche Formula E Team drivers solve the disappearance of the team’s championship car and race against a mystery driver. Interactive polls, live chat and driving challenges engaged the audience, helping the campaign speed past the already-high benchmarks set by the 2019 launch campaign, confirming the brand as an authentic source of entertainment for its Driven Youth target audience.
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Entry credits
- Marcel Nusser, Manager, Brand & Sports Communications, Porsche
- Stephan Androes, Business Analyst, Brand & Sports Communications, Porsche
- Nicole Torregrossa, Content Specialist, Brand & Sports Communications, Porsche
- Felix Schuetz, Creative Strategy Lead DACH, Twitch
- Conor Beattie, Senior Creative Producer EMEA, Twitch
- Tobias Broers, Senior Program Activation Manager, Twitch
- Mario Hargina, Account Director DACH, Twitch
- Marianthi Georgiadou, Manager Client Success DACH, Twitch
- Sam LeGassick, Production Lead EMEA, Twitch
- Brett Melvill-Smith, Global Crea