The 2024 winners are..
Results 2024
Automotive
Papa? Nicole! Rekindling an old flame for Renault
Publicis Poke
Client: Renault UK
This is a love story that spans generations. A love Renault thought it had lost but managed to rekindle. We unlocked it by digging into the past, and unearthing a distinctive asset in Papa Nicole that wasn’t just famous and unique, but packed full of latent affection. Rather than simply bring it back we told a new chapter in the s...
Driven by Dreams
Wallpaper* / Future / DRUM
Client: PORSCHE
In a world where luxury consumer desires and attitudes are shifting, Porsche recognised the need to talk to future audiences, not through the lens of product, performance and design, but instead to their deeper motivations. So, to inspire Porsche’s Driven Female audience, and celebrate the 75th anniversary of Ferry Porsche’s drea...
Banking & Finance
Solving the financial puzzle: How Aviva made it click
Aviva
Client: Aviva
Aviva is well-known and has a very strong brand but faces two main challenges in becoming the ‘go-to’ brand for insurance, wealth and retirement needs: differentiation and likeability. To address these challenges, we developed a new brand strategy and positioning in 2022: ‘feeling positive about your financial actions. It takes Aviva’....
Halifax: Who knew banks could do community?
Zenith UK
Client: Halifax
People hate banks for closing branches. It hurts communities. Halifax had a communications idea that created a feeling that banks can care about the place you live, with one of the most immersive collaborations of 2023. Ultimately this is an entry about restoring the link between community and banking, about a big national idea ...
Breakthrough CMO of the Year
.gif?width=450&height=300&token=ZhfoKoLaMuTuG61Ji6U27ZmG3JyclTF8QQQKXN4IkHs%3D)
Alberto Hernandez
Zenith UK
Agency: Weber Shandwick
Charity
Macmillan: SUPPORTING OUR MOST WORTHY CLIENT TO SUPPORT THE NATION
Zenith UK
Client: Macmillan Cancer Support
Men are uncomfortable talking about their health, and they really don’t like to talk about their cancer treatment. We used audio content featuring sporting icons to show men that living with cancer is better if you open up. This motivated an incremental 25,000 men to access Macmillan's lifesaving support services.
Here for Humanity
British Red Cross
Agency: VCCP and Havas
Client: British Red Cross
There are more causes than ever fighting for our audience's attention, so it’s never been more important to stand out and attract new donors and supporters. British Red Cross are top of mind during disasters and emergencies, but we must continue to sustain and attract support in-between these events. ‘Here for humanity’ was la...
Turning Hard News into Hard Donations
UN Women/ EssenceMediacomX
Client: UN Women
Numerous media entities and brands often express allegiance to quality journalism, but frequently retract their commitment during challenging periods. Brand safety concerns compel some to steer clear of hard news content, resulting in substantial digital revenue losses for publishers. In 2019, The Guardian wrote: “UK newspaper and maga...
Entertainment & Leisure
The Welcome Badge
BBC Studios
Client: BBC Studios
With thousands of Ukrainian children arriving in the UK, they were faced with unfamiliar surroundings. We brought some of Ukraine’s favourite animation characters into CBeebies popular pre-school animation Hey Duggee to help make the young arrivals feel as welcome as possible. An original song called Hey Duggee: The Welcome Badg...
The Greatest Storyteller
Audible UK
Agency: Wavemaker UK
Client: Audible UK
In a land beset by upheaval, Audible faced the challenge of capturing the attention and hearts of the people in uncertain times. With its agency partners, Wavemaker and Fold7, Audible embarked on a quest to remind people of the power of storytelling and solidify its position as the ultimate home of stories. They crafted a campaig...
Gravity MAX - Launching LiverpoolONE
BWP Group
Client: Gravity MAX
Gravity Active Entertainment is the UK’s fastest-growing leisure and entertainment company. The launch of their new flagship venue Gravity MAX in Liverpool ONE in August 2023 took the brand to a new level, introducing an exhilarating mix of competitive socialising, live entertainment, live sport, with four bars and a food hall. L...
Laugh Through It With Comedy On Audible
Audible UK
Agency: Wavemaker UK
Client: Audible UK
Audible's comedy campaign successfully positioned the platform as the home of the best British comedy content. Building upon the “Greatest Storyteller” campaign, the strategy aligned seamlessly with Audible’s brand proposition, highlighting the universal appeal of humour as a form of escapism. A compelling 30-second AV trailer, ...
Experiential
L’Oreal Paris: Stand Up Against Street Harassment
EssenceMediacomX /L’Oreal Partners: AEG & NME,
Client: L'Oreal Paris
L’Oreal Paris proved their commitment to women’s worth by partnering with the Suzy Lamplugh Trust to help women feel safe at music festivals. Harassment in public spaces was identified as the number one issue faced by women across the world, according to an international study by L’Oréal Paris. A barrier in women’s daily lives, robbi...
Audible x Dragcon 2023
Audible UK
Client: Audible UK
Audible's participation in Dragcon UK 2023, part of their Spectrum and Belonging initiative, aimed to enhance brand awareness and consideration within LGBTQIA+ communities. The collaboration with RuPaul's Drag Race provided the perfect backdrop for this effort, emphasizing storytelling in extravagant fashion. The strategy revolved arou...
Bupa eco-Disruptive Live
WMP Creative
Client: Bupa
Presented by Bupa and produced by WMP Creative, Bupa Eco-Disruptive Live set out as a celebration of human ingenuity, collaboration and sustainability innovation. With a core objective of showcasing breakthrough solutions with the potential for addressing the healthcare sector's sustainability challenges, the live event drove aw...
Google Pixel: Bringing the feelings of football home
EssenceMediacomX, SPORTbible, ITV
Client: Google
Our challenge was to position Google Pixel as a phone for British football fans, during a tournament that felt more distant than ever -- by tapping into what unites all fans: the feelings of football. We created a feast for all the senses - a stand-out experience that transcended the tense 90 minute matches and made Google Pixel...
Out of Home
P&O Ferries: Turning the ship in stormy seas
Publicis•Poke and Starcom
Client: P&O Ferries
Moments where the odds are stacked against you are the most profound occasions for leadership. Real leadership is truly tested in the most testing of times. When P&O Ferries had not only been impacted by decades of category decline, but had been rocked by a multitude of crises, it required a show of bold, definitive leadership. A good ...
Laugh Through It With Comedy On Audible
Audible UK
Agency: Wavemaker UK & Group M OOH
Client: Audible UK
Audible's comedy campaign successfully positioned the service as the home of the best British comedy content. Building upon the “Greatest Storyteller” campaign, the strategy aligned seamlessly with Audible’s brand proposition, highlighting the universal appeal of humour as a form of escapism. A compelling 30-second AV trailer, c...
True Crime A Line Up Unlike Any Other (OOH Special Build)
Audible UK
Client: Audible UK
The True Crime genre has experienced a significant surge in popularity, driven by a growing interest in real-life crime stories since the launch of the "Serial" podcast in 2014. Audible recognized the immense potential within this trend and aimed to establish itself as the premier service for True Crime storytelling in 2022. The campai...
Performance
UN Women - Turning Hard News into Hard Donations
EssenceMediacomX / UN Women
Numerous media entities and brands often express allegiance to quality journalism, but frequently retract their commitment during challenging periods. Brand safety concerns compel some to steer clear of hard news content, resulting in substantial digital revenue losses for publishers. In 2019, The Guardian wrote: “UK newspaper and maga...
Revitalising Equity Release: Aviva’s Success with Modern Search
Zenith Media
Client: Aviva
In the wake of the market turbulence in late 2022, Aviva faced a pressing challenge – the decline in qualified calls to their specialised equity release advice team. They had observed a staggering 25% reduction in calls when comparing Q2 year-over-year, and a significant 17% drop from Q1 2023 to Q2 2023. In a landscape marked by...
Radio & Audio
#FINDTHEWORDS: INSPIRING MEN TO TALK ABOUT CANCER
Zenith UK
Client: Macmillan Cancer Support
Men are uncomfortable talking about their health, and they really don’t like to talk about their cancer treatment. We used audio content featuring sporting icons talking about their real life experiences to show men that living with cancer is better if you open up. This motivated an incremental 25,000 men to access Macmillan's lifesavi...
DISH
S:E Creative Studio
Client: Waitrose
Dish from Waitrose is the UK’s most hospitable food and entertainment podcast and the only branded podcast to have become a mainstay of the UK audio charts. It has received over 60 million organic video views and attracted some of the UK’s biggest celebrities as guests. The show’s formula is simple: each episode features a recip...
Tackling Homophobia in Football with Hope United
EssenceMediacomX / EE
Client: EE
EE’s Hope United wants to combat online hate and stereotypes in football and the most prevalent form of online abuse is homophobic abuse. EE was nervous about appearing to speak on behalf of the LGBTQ+ community, so we united two unlikely media partners, talkSPORT and GAY TIMES, to ensure the message included both community adv...
Retail
DISH from Waitrose
S:E Creatives Studio
Client: Waitrose
Dish from Waitrose is the UK’s most hospitable food and entertainment podcast and the only branded podcast to have become a mainstay of the UK audio charts. It has received over 60 million organic video views and attracted some of the UK’s biggest celebrities as guests. The show’s formula is simple: each episode features a recip...
L’Oreal Paris: Stand Up Against Street Harassment
Agency: EssenceMediacomX /L’Oreal Partners: AEG & NME,
Client: L'Oreal
“Because you’re worth it”. We all know the line. But how deep does it go? L’Oreal Paris proved their commitment to women’s worth by partnering with the Suzy Lamplugh Trust to help women feel safe at music festivals. Harassment in public spaces was identified as the number one issue faced by women across the world, according to...
Social
Maybelline 'Lashes on the Tube' Viral CGI video
Maybelline UK & Origiful
Client: Maybelline UK
You may have seen our ‘Lashes on the Tube’ CGI video that went viral across the world, and you may have been one of the many people that asked the question that divided the nation: Is it real…or fake? Well, what might surprise you more than this answer is the backstory of how our advert was created. No big agency was involved, n...
Here for Humanity
British Red Cross
Agency: VCCP and Havas
Client: British Red Cross
British Red Cross are top of mind for disasters and emergencies however we must continue to sustain and attract support in-between these events. ‘Here for humanity’ was launched as our new integrated brand campaign, with our brand USP ‘Together we are the world’s emergency responders’, as our secondary message encouraging new audiences...
Papa? Nicole! Rekindling an old flame for Renault
Publicis Poke
Client: Renault UK
This is a love story that spans generations. A love Renault thought it had lost but managed to rekindle. This is the story of how we took a legendary TV campaign and rather than simply bring it back, told a new chapter in the story, built for social and fit for the 21st century. We unlocked it by digging into the past, a...
Rise Fast, Work Young
Smithfield Agency
Client: Hospitality Rising
Staff shortages across the hospitality industry have reached crisis point. Hospitality Rising founder Mark McCulloch wanted to coordinate a collective effort to showcase the opportunities for Gen Z working in the hospitality industry. He approached this by asking all hospitality operators to pledge their support. He then brought togeth...
Telecoms
.png?width=450&height=300&token=ZhfoKoLaMuTuG61Ji6U27ZmG3JyclTF8QQQKXN4IkHs%3D){kind=tracking}
Google Pixel & the Guardian Women’s World Cup 2023
EssenceMediacomX/Google/The Guardian
Client: Google
The Guardian, Google Pixel and EssenceMediacomX believe in parity in women’s football coverage. Despite growing interest, attracting 17.4 million viewers for last summer’s final, only 2% of print and 6% of television football news mentions in the UK are dedicated to the women’s game. Bridging this visibility gap is a fundamental aspect...
Tackling Homophobia in Football with Hope United
EssenceMediacomX / EE
Client: EE
EE’s Hope United wants to combat online hate and stereotypes in football and the most prevalent form of online abuse is homophobic abuse. EE was nervous about appearing to speak on behalf of the LGBTQ+ community, so we united two unlikely media partners, talkSPORT and GAY TIMES, to ensure the message included both community adv...
50 Gamers, 100 Devices, One Router – Last Player Standing
EssenceMediacomX / EE / IGN
Client: EE
In 2021, EE launched a brand new broadband service – ‘Full Fibre’ – able to connect up to 100 devices in a single home, giving guaranteed Wi-Fi in every room, gigabit ready speed and banishing lagging whilst gaming. Plus! Free 12 months’ worth of gaming packages if customers signed up. Why wouldn’t you? Well, the problem was that th...
Google Pixel: Bringing the feelings of football home
EssenceMediacomX, SPORTbible, ITV
Client: Google
Our challenge was to position Google Pixel as a phone for British football fans, during a tournament that felt more distant than ever -- by tapping into what unites all fans: the feelings of football. We created a feast for all the senses - a stand-out experience that transcended the tense 90 minute matches and made Google Pixel...
Priority Gigs
Live Nation
Client: O2
On Wednesday, September 27th, 2023, global icon and multi-million record selling artist Kylie Minogue performed to an intimate crowd at O2 Shepherd’s Bush Empire. Tickets to the once in a lifetime show were made exclusively available to Virgin Media broadband and O2 customers through Priority, its customers loyalty programme. The...
Travel & Tourism
P&O Ferries: Turning the ship in stormy seas
Publicis•Poke and Starcom
Client: P&O Ferries
We want to tell you a story about leadership: P&O Ferries turning their ship around in seriously stormy seas. No, not literally. The brand was facing the lowest YouGov scores recorded and a shrinking ferry category as people defaulted to low-cost airlines. In this battle, where better to search for a bold, decisive strategy than from S...
Lights, Camera, Collaboration: Strategic Alliances in Screen Tourism
Publicis Poke and OMD
Client: Tourism Ireland
The island of Ireland has long provided a backdrop for beloved films and TV shows. This is significant because after word of mouth, screen entertainment is the most popular source of travel inspiration for UK travellers. This is the story of how Tourism Ireland, working with Publicis•Poke and OMD shepherded fans from dreaming of...
TV & Cinema
Lights, Camera, Action: Strategic Alliances in TV and Film
Publicis Poke and OMD
Client: Tourism Ireland
This is the story of how Tourism Irleand, working with Publicis•Poke and OMD leveraged the power of screen tourism, extending famous movies, video games and TV series into Tourism Ireland’s very own branded films, documentaries and TV idents. The island of Ireland has long provided a backdrop for beloved films and TV shows. This ...
SOLVING THE FINANCIAL PUZZLE: HOW AVIVA MADE IT CLICK
AVIVA
Client: AVIVA
Aviva is well-known and has a very strong brand but faces two main challenges in becoming the ‘go-to’ brand for insurance, wealth and retirement needs: differentiation and likeability. To address these challenges, we developed a new brand strategy and positioning in 2022: ‘feeling positive about your financial actions. It takes Aviva’....
The Greatest Storyteller
Audible UK
Agency: Wavemaker UK
Client: Audible UK
In a land beset by upheaval, Audible faced the challenge of capturing the attention and hearts of the people in uncertain times. With its agency partners, Wavemaker and Fold7, Audible embarked on a quest to remind people of the power of storytelling and solidify its position as the ultimate home of stories. They crafted a campaig...
FMCG
Vanish Presents “Me, My Autism and I”
Zenith UK
Pharma & Healthcare
Bupa eco-Disruptive Live: inspiring a healthier future for people and planet
Bupa
Halifax: Who knew banks could do community?
Zenith UK
