Shortlist 2017

Product Sector Categories

Absolut Kiss

Absolut

Agency: BBH

Since its inception in 1879, Absolut have championed and celebrated the rights of disenfranchised communities through creativity. This film looks at one particular belief that has driven the brand in recent decades, that everyone should be free to love who they choose. Set against the vibrant backdrop of a city night, the ne...

Open Your World

Heineken

Agency: Edelman

2016. A year when the world was closing down, echo chambers were forming and alternative views were being dismissed.   Yet in an alcohol sector traditionally focused on drinking experiences and drink driving, Open Your World broke new ground, proving there’s more that unites than divides us and successfully challenging ...

The Danish Way

Carlsberg Export

Agency: Fold7

The beer category had changed. Gone are the days of session drinking. Today’s drinkers were leaving mainstream lagers for craft and world beer. Our audience had become more discerning and we found ourselves in an ever-shrinking subset of the category with the likes of Carling and Fosters. Having been de-listed from Tesco, it was...

The Danish Way

Carlsberg Export

Agency: Fold7

The beer category had changed. Gone are the days of session drinking. Today’s drinkers were leaving mainstream lagers for craft and world beer. Our audience had become more discerning and we found ourselves in an ever-shrinking subset of the category with the likes of Carling and Fosters. Having been de-listed from Tesco, it was...

#DoItForUs

Nissan

Agency: Red Bee

Nissan is one of Britain’s biggest car brands. While the majority of the public are aware of Nissan, most are indifferent to the brand. During the Games, many big brands make a huge noise, so we needed to make ourselves heard (without equivalent budgets). Our idea was to have a little self-deprecating fun, using humour...

Alien

Volkswagen UK

Agency: adam&eveDDB

To promote Volkswagen’s longstanding support of independent cinemas, we created a series of light-heartedcinematic films set in different movie genres. ‘Alien’ shows Volkswagen’s innovative technology take a starring role as its Hands Free Boot Opening comically breaks the intended suspense. Although perfect for real lif...

Alien, Mafia & Finding Yourself

Volkswagen UK

Agency: adam&eveDDB

To promote Volkswagen’s longstanding support of independent cinemas, we created a series of light-hearted cinematic films set in different movie genres.

Dream Makers

Honda

Agency: Wieden + Kennedy

Centering around four Honda vehicles, Dream Makers pays tribute to the incredible craft and innovation of filmmaking. Each scene depicts a different movie genre, ranging from action to sci-fi. The scenes are meticulously crafted at a rapid pace going through different stages of the filmmaking process; from script to storyboards, CGI to ...

Finding Yourself

Volkswagen UK

Agency: adam&eveDDB

VW cars are so practical...they're not really made for the movies. To promote VW's independent cinema sponsorship, we created a film ident which follows an adventurer who's trying to lose himself in the wild...but his state of the art sat nav keeps finding him instead.

Mafia

Volkswagen UK

Agency: adam&eveDDB

To promote Volkswagen’s longstanding support of independent cinemas, we created a series of light-hearted cinematic films set in different movie genres. ‘Mafia’ shows Volkswagen’s innovative technology take a starring role. It’s Remote Journey Planner comically breaks the intended suspense, and the movie descen...

The Button

Volkswagen UK GOLF GTE

Agency: adam&eveDDB

To celebrate the launch of the new Golf GTE we created a campaign that hero’s the car’s hybrid engine as a more responsible use of power. The film features a range of evil characters pressing buttons to use their power in monstrous ways. We resolve in our hero driver demonstrating a more responsible way to use power as he presses the GT...

The Drive Series

Volkswagen Motability

Agency: adam&eveDDB

This series was created by VW in partnership with Motability to show the importance of making driving accessible to all, including disabled drivers. A car doesn’t just get us from A to B. It gives us much more. It gives us our independence. It gives us a place for reflection, for silence, or for talk. Sat side by side within this ...

Ash to Art

Glasgow School of Art

Agency: J. Walter Thompson London

In May 2014, The Glasgow School of Art was devastated by fire. It was one of the UK’s most iconic buildings and home to its most successful art school.   The building itself was a work of art. Tragically, the fire destroyed the Mackintosh Library, one of the world’s most famous Art Nouveau interiors and the master...

Cancer is Happening Right Now

Cancer Research UK

Agency: Anomaly

We needed to build the CRUK brand and inspire people to donate. With 1 in 2 people expected to be diagnosed in their lifetimes, the disease means many things to countless people. Thanks to research, cures and better treatments are continually being found and CRUK are making marginal gains every day. So we set out to show the scale ...

CPR Babygrow

St John Ambulance

Agency: BBH

74% of parents fear their baby not breathing more than any other first aid emergency. Baby CPR is both a complex lesson and a topic parents are fearful to broach.   We created a babygrow for St John Ambulance, in partnership with Tesco, teaching parents how to perform baby CPR in an endearing, immediate way.     ...

Dyslexic Sperm Bank

Made by Dyslexia

Agency: Y&R London

Challenge 80% of the population think Dyslexia is a disability. It’s not. From Albert Einstein to Henry Ford, Steve Jobs to Thomas Edison, George Washington to John F Kennedy, dyslexics have made the modern world.   Idea To change the world’s perception of dyslexia, we created the world’s first Dys...

Life with Cancer

Macmillan Cancer Support

Agency: VCCP

Based on the insight that 85% of people with cancer don’t want to be defined by the disease, Macmillan’s new campaign, Life with Cancer explores, what ordinary life looks like when you’re living with a cancer diagnosis.  Though it doesn’t shy away from the physical and emotional struggles, the campaig...

Life with Cancer - Dad

Macmillan Cancer Support

Agency: VCCP

Based on the insight that 85% of people with cancer don’t want to be defined by the disease, Macmillan’s new campaign, Life with Cancer explores, what ordinary life looks like when you’re living with a cancer diagnosis.  Though it doesn’t shy away from the physical and emotional struggles, the campaig...

Life with Cancer – Mate

Macmillan Cancer Support

Agency: VCCP

Based on the insight that 85% of people with cancer don’t want to be defined by the disease, Macmillan’s new campaign, Life with Cancer explores, what ordinary life looks like when you’re living with a cancer diagnosis.  Though it doesn’t shy away from the physical and emotional struggles, the campaig...

Life with Cancer – Lover

Macmillan Cancer Support

Agency: VCCP

Based on the insight that 85% of people with cancer don’t want to be defined by the disease, Macmillan’s new campaign, Life with Cancer explores, what ordinary life looks like when you’re living with a cancer diagnosis.  Though it doesn’t shy away from the physical and emotional struggles, the campaig...

Reality Xmas

Doctors of The World

Agency: McCann London

Every Christmas, we see romanticised images of the ‘Holy Land’. Everything looks calm and peaceful. Yet today, the Middle East is ravaged by war. Doctors of the World brought this inconvenient reality to the forefront with #RealityXmas - a set of Christmas cards designed to spark debate, provoke outrage, get petition sig...

Swear Jar

Comic Relief

Agency: Grey London

We wanted this to be the most fun way to donate to Comic Relief ever. So we developed a digital ‘Swear Jar’ app that caught people when they swore and sent a donation to Comic Relief. It turned people’s bad habits into good deeds.   The Swear Jar app, which was linked to people’s bank accounts via PayPal, ...

Boundaries

Consumer Electronics

Agency: VCCP

The idea behind this film was to encourage people to explore their world and live new experiences. Each new experience you have expands the boundaries of your world. The ‘Live for the story’ campaign is all about encouraging people to have more interesting stories to tell and photograph. The TV ad brings this to life using light to h...

IKEA Handcrafted

IKEA FAMILY

Agency: LIDA

The IKEA FAMILY has nearly 5 million members. We were tasked with helping build stronger relationships with our contactable member base. But a large number of members were missing out on our digital content, as we could only reach them by post. This meant convincing them to opt in to emails in a unique and inspiring way. Our idea needed to c...

Welcome Home

IKEA - Lighting

Agency: Mother London

It’s funny how little we think about lighting, but the smallest of lighting changes really can make a big difference to our lives. In the latest chapter of 'The Wonderful Everyday', one boy embarks on a little lighting project of his own, to show his mother how life really is better at the flick of a switch.

Win At Sleeping

IKEA - Bedrooms

Agency: Mother London

Sleep is essential to our well-being. Just like exercising or eating well. But not all sleepers are born equal. Some of us need to work on getting a good night’s kip. Luckily, just like an athlete can beat their personal best, people can improve their sleeping performance. All it takes is a little preparation and the right kit. Which ...

Britalia

Harvey Nichols

Agency: adam&eveDDB

This film sees Italians left angry and empty handed as a result of Harvey Nichols new ‘Britalia’ initiative (a partnership with the Italian Ministry of Economic Development and the Italian Trade Industry). The film features a famous scene from a Luigi Pirandello play, with re-written subtitles to suggest that the couple arguing i...

Britalia

Harvey Nichols

Agency: adam&eveDDB

This Print campaign displays the anger and disgust felt by Italians, who have been left empty-handed as a result of Harvey Nichols' new ‘Britalia’ initiative (a partnership with the Italian Ministry of Economic Development and the Italian Trade Industry). Each execution takes well-known Italian hand gestures with re-written t...

Come Together

H&M

Agency: adam&eveDDB

Introducing our first holiday campaign for H&M, “Come Together”, directed by the extraordinary Wes Anderson and starring the brilliant Adrien Brody. The story takes place on Christmas Eve, with Brody as the conductor on a train full of passengers travelling to join their loved ones for the holiday.

Get Closer

Bose

Agency: Grey London

The TVC – set on the iconic, but deserted, streets of Central London – demonstrates how the new Bose QC35 wireless headphones get you closer to the music and entertainment you love through superior noise cancelling technology. The inspiration for the campaign, which seeks to captivate a younger demographic, comes fr...

Road Trip

H&M

Agency: adam&eveDDB

‘Road Trip’, directed by Fredrik Bond of MJZ, reunites the pair on the road from Los Angeles to Las Vegas as theyprepare to launch ‘I, Beckham: The Musical’. The film presents the new Modern Essentials collection #SelectedByBeckham for Autumn 2016.

Timeless

Lacoste

Agency: Academy Films

‘Timeless’ is a cinematic fresco set in the 1930s directed by Seb Edwards.  A man falls in love at first sight and sets off on the trail of a mysterious woman, jumping onto a train and pursuing her through the carriages, and through the eras.

Barclays Digital Safety

Barclays

Agency: BBH

Fraud and cyber offences now make up half of all recorded crime. The problem is that few people are instantly able to recognise the common scams, or know what to do when they come across one. Barclays Digital Safety campaign aims to make these invisible crimes visible. To put the spotlight on the clever techniques fraudsters use, and to ...

Barclays Digital Safety - OOH

Barclays

Agency: BBH

Fraud and cyber offences now make up half of all recorded crime. The problem is that few people are instantly able to recognise the common scams, or know what to do when they come across one. Barclays Digital Safety campaign aims to make these invisible crimes visible.   The OOH provides a combination of high impact images enco...

Epic Skeletor

MoneySuperMarket.com

Agency: Mother London

Off the back of the success of our last campaign that saw a dance off between a big bottomed banker in heels and a pole dancing builder, we knew we needed to find a way of embodying the epic feeling of winning with money in an even more bombastic and fame driving way. Enter Skeletor and He-man, the famous villain and hero characters of the ...

Hospital - Barclays Digital Safety

Barclays

Agency: BBH

Fraud and cyber offences now make up half of all recorded crime. The problem is that few people are instantly able to recognise the common scams, or know what to do when they come across one. Barclays Digital Safety campaign aims to make these invisible crimes visible. To put the spotlight on the clever techniques fraudsters use, a...

Outgrown your home

Yorkshire Building Society

Agency: Red Brick Road

‘Outgrown your Home’ is about that moment in life when your family is growing and life is changing, and the home that was perfect 10 years ago is now crammed with people and stuff. You have to admit, maybe it’s time to move? The creative execution is a charming portrayal of the process of outgrowing one’s ‘n...

80 Year of Torment

Rustlers

Agency: Droga5

Anthony Joshua

Lucozade Sport

Agency: Grey London

This campaign aims to celebrate and communicate the belief that no matter what our gender, age or ability we are all made to move and can benefit from the physical and emotional progress that can come from the simple act of moving. Making our brand thought and platform ‘Made to Move’ intrinsic to his powerful life sto...

It Makes No Sense

IRN-BRU Xtra

Agency: The Leith Agency

  The aim of this campaign was to introduce New IRN-BRU Xtra. Most people think no sugar means less taste but IRN-BRU Xtra’s got even more taste but absolutely no sugar. This makes no sense and neither do the ads. Confusing headlines presented in a bold and audacious style stopped people on the street and online. The campaign was laun...

Madness

McDonald's McCafe

Agency: Knucklehead

Let’s face it, the coffee market has all got a bit over the top.  Some call it confounding. Others call it crazy. We call it madness. Hence Prince Buster’s 1963 version of ‘Madness’ perfectly elevated the message of this charmingly observed critique on modern coffee culture.  We hope you like it....

We Are Family

McCain

Agency: adam&eveDDB

In this campaign McCain celebrates really, real families. Not the chocolate box style families that rarely exist, but are still upheld as the expected ‘norm’ in the media. No, this campaign is about celebrating modern families in all their gloriously imperfect forms. From the defiant, kick ass single Mums, to the two...

What a Time to Be Alive

Rustlers

Agency: Droga5

Where Everything's Done Proper

Yorkshire Tea

Agency: Lucky Generals

Yorkshire Tea is positioned as ‘A proper brew’, and you don’t make a better brew by cutting corners. Everything Yorkshire Tea do is done proper. And we mean literally everything. So we decided to give people a glimpse of some of their newest recruits in action to prove just how far this passion for doing things proper really g...

Emergency Services

Harvey Nichols

Agency: adam&eveDDB

Each ad starts off with a desperate call to report an emergency. As each caller goes on to describe the suspected criminals, it soon becomes obvious that all is not what it seems… the supposed perpetrators are in fact loved ones well known to our callers who are simply now unrecognisable after a trip to the Beauty Lounge.

Harry's

Agency: Moxie Pictures

Directors Henry & Rel were approached by Harry’s to tell the story of their brand’s origin and incredible rise to the top in this energetic, tongue-in-cheek and off-beat documentary. 

One Breath

Nicorette

Agency: AMV BBDO

On average we take about 16 breaths per minute That’s 960 breaths per hour, 23,040 breaths a day, if we live to be 80 we’ll take 672,768,000 breaths in our lifetime.   The campaign aims to demonstrate the extraordinary things we can achieve with just one of those breaths. In doing so we hope to...

Tradesman's Suncream

Wickes

Agency: iris

  In the UK, a tradesman dies every fortnight from skin cancer. Over 85% of cases are preventable, yet research shows many tradesmen don’t use suncream, seeing it as weak or unmanly. So this summer Wickes moved from home improvement to health improvement, swapping the language of a beauty brand for the language of a...

Combinations

Finish

Agency: Wieden + Kennedy

‘Combinations’ is the latest campaign from Wieden+Kennedy London for Finish Dishwasher Cleaner, set to get people to consider the cleanliness of their own dishwasher. Building on the 2015 Dishwasher Cleaner work, the campaign for 2017 continues asking ‘Who cleans the cleaner?’, yet focuses instead on the unique...

I love doing dishes

Finish

Agency: Wieden + Kennedy

In markets that have low dishwasher penetration, Finish (in partnership with dishwasher manufacturers) focus their comms efforts on changing consumers mindsets about the need to have a dishwasher. The music of the campaign aims to demonstrate the absurdity of still washing dishes by hand, by focusing on the hand washing niggles that we put ...

Baywatch - Slo Mo Marathon

Paramount

Agency: Droga5

CBeebies Everyone's Welcome

CBeebies

Agency: Karmarama

In a world that feels increasingly divided, nothing can teach us more than the open-minded innocence of children and the unprejudiced and uninhibited ways they accept each other. CBeebies celebrates this in a beautifully simple film that features the unscripted responses of real pairs of friends struggling to find something to say when asked...

Elle Fanning's Fan Fantasy

Vogue

Agency: Moxie Pictures

To mark the actress’s first-ever Vogue cover, we reimagined the rising star in a multitude of scenarios, from Elle Fanning, fanning a rock to Elle Fanning fanning The Rock. We even caught Fanning sifting through a scrum of brightly coloured fan mail while dressed in the latest feathered and embellished Prada, no less.&nbs...

Keys - Nice Problems To Have

Euromillions

Agency: AMV BBDO

When you're super wealthy you still have the same trivial little problems in your life that you had before, just better versions of them. 

Nice Problems To Have

Euromillions

Agency: AMV BBDO

When you're super wealthy you still have the same trivial little problems in your life that you had before, just better versions of them. So in this campaign each film takes recent Euromillions winners struggling with their new found wealth.

The Great British Bake Off

The Great British Bake Off

Agency: 4creative

When Britain discovered The Great British Bake Off was moving from the Beeb to Channel 4 it divided the nation. So for the re-launch we wanted to remind people that their love of cakes and bakes is something we all share, in a distinctively Channel 4 way.   We used the most important ingredient of GBBO to make the campaign - the baki...

Winners Radio

The National Lottery

Agency: AMV BBDO

the ‘Winners’ campaign aims to demonstrate and celebrate the volume and variety of prizes won on The National Lottery, while at the same time making an emotional connection around that moment of becoming a millionaire that everyone has dreamed of.  

You May Not Know the Name. But You Will Know the Music

Classic FM

Agency: Mr. President

Classical music is emotionally powerful and an incredible cultural force, but often discounted by younger generations. To celebrate the 25th birthday of Classic FM radio station, media & entertainment group Global is launching a new campaign “You May Not Know The Name. But You Will Know the Music.” The campaign comprises a c...

#FreeTheFeed

Agency: Mother

Women shouldn’t feel judged for carrying out the most natural motherly act, yet modern mothers feel constantly watched and judged when feeding in public, by bottle or breast. In fact, Public Health England found that 63% of mothers feel embarrassed to breastfeed their children in public, a large reason why the UK has the lowes...

Designated Driver

AA Charitable Trust

Agency: adam&eveDDB

‘Designated Driver’ for the AA Charitable Trust in partnership with Think! is a hard-hitting film highlighting the underrated danger of texting whilst driving. Directed by James Rouse of Outsider.

For Living

Bupa

Agency: WCRS

Cancer care is a serious subject and most adverts that deal with it are quite sombre. They either focus on the illness, the treatment, or the long road to recovery.    We wanted to create something that was a celebration of life instead. We took the insight that when you recover from an illness, you experience more joy and w...

Hidden Dangers

Department For Transport

Agency: AMV BBDO

Despite 60% of road traffic fatalities in the UK happening in the countryside, many young drivers still underestimate the dangers and allow their speed to creep up. To reduce the number of accidents we needed to change the perception that country roads are harmless and create behaviour change in young drivers, specifically to ‘brak...

Make Me

BBC

Agency: BBC Creative

BBC MAKE ME is a first of its kind interactive mood matcher for content. It lives natively on Facebook and catalogues clips based on moods rather than programs.   So if the user wants to feel happy, BBC MAKE ME serves them something that will make them laugh. Or if they want to feel sad, BBC MAKE ME serves them something emotiona...

Sound Skills

Royal Air Force

Agency: WCRS

The RAF needed to recruit Intelligence Analysts: people who intercept and analyse hostile communications. They wanted to find young people with a natural talent for intelligence, but who didn’t know it yet. So we worked with the RAF to develop Sound Skills: an innovative test of auditory concentration. Using 3D sound we replicated the ...

This Girl Can: Phenomenal Women

Sport England

Agency: FCB Inferno

Two years after This Girl Can launched, 2.1m women were exercising more as a result of the campaign. We had successfully encouraged hundreds of thousands of them to turn exercise into a regular habit. The gender gap between the number of men and women who were regularly active had reduced from 1.79m to 1.55m. But, our work was not done. ...

This is Belonging

The Army

Agency: Karmarama

Applying to join the British Army is a life-changing decision. Using guns and tanks to sell The Army was no longer working. We needed a powerful benefit that only The Army could offer. This is Belonging offers a window into a side of The Army never seen before: the emotional, human side of the bonds that help you face challenges and grow. ...

80 Days of Argos

Argos

Agency: CHI&Partners

Many retailers talk about fast, but Argos is faster than fast: order by 6pm and Argos will deliver to you TODAY. Nationwide. So we created ‘80 Days of Argos’, a campaign of 80 individually crafted 10-second ads that ran for just one day. Each ad had the day’s date and a product that you could get that day, entirely ...

Buster the Boxer

John Lewis

Agency: adam&eveDDB

This year’s film captures the joy of a gift that everyone loves, told through the story of Buster the Boxer and his family at Christmas. The spot is directed by Dougal Wilson and set to a Vaults cover of Randy Crawford’s ‘One Day I’ll Fly Away’. #BusterTheBoxer

Coming Home

Waitrose

Agency: adam&eveDDB

In this Christmas campaign for Waitrose, we follow the story of a courageous young robin on an epic journey from Scandinavia to Britain. At home in Britain, a young girl eagerly awaits his annual return, where she welcomes him with a Waitrose mince pie. The spot was directed by Sam Brown and features an adaptation of ‘Cambridge...

Dead Rare

Harvey Nichols

Agency: adam&eveDDB

The Harvey Nichols Fine Jewellery room is the top destination for those into rare gems. But how best to show off such rarefied merchandise? Clearly a regular model wouldn’t cut it… So in true Harvey Nichols tongue-in-cheek style we employed a taxidermy Northern Bald Ibis, a dead rare bird, to show off the stores latest wa...

Food Dancing

Sainsburys

Agency: Wieden + Kennedy

Food Dancing shines a light on a secret but ubiquitous kitchen behaviour that totally sums up the simple joy that can come with food. That personal moment when you're in the kitchen, you're totally in the rhythm of cooking, and you’re dancing to your favourite tune. Our ambition was to make ‘living well’ mean ...

Great Tastes Of America

McDonald's

Agency: Blink Productions

The ads are set in everyday British locations, with friends and colleagues discussing what they are going to have for lunch. One character suggests McDonald's because he/she is keen to try the 'Great Tastes of America' beef burger. Just describing the deliciously authentic American burgers, the characters begin to transform into...

Mrs Claus

Marks and Spencer

Agency: Y&R London

“In 2016 every little girl should know that she's just as capable as any boy. Thank you M&S.” The Telegraph “M&S wins Christmas” The Sun Every year Santa gets all the attention and Mrs. Claus stays in the background, another housewife defined by her husband. But this year, we gave her a long o...

Spring/Summer

Sainsburys

Agency: Wieden + Kennedy

For spring and summer, Sainsbury’s is celebrating often overlooked moments of how Brits are living well through a series of seven films, which will run alongside print, digital and out-of-home executions. 

The Greatest Gift

SAINSBURY'S

Agency: AMV BBDO

A father discovers the greatest gift he can give at Christmas is his time, as part of Sainsbury’s Christmas Is For Sharing campaign.

adidas Never Follow feat. Paul Pogba

adidas

Agency: iris

For years, Football brands have spent millions convincing fans that if they buy the boots they can be like their superstar heroes; but wishing you were someone else is what fans do, not footballers… ‘Never Follow’ is a campaign which breaks that convention, challenging young football consumers to create their own p...

Bedlam

Kwiff

Agency: Droga5

British Airways Inflight Safety Video

British Airways

Agency: BBH

For their new in-flight safety video, British Airways and Comic Relief hired a hot new director- Chabuddy G (star of People Just Do Nothing). He held a casting session and some of the world’s biggest stars turned up.

Caught Glass

Kwiff

Agency: Droga5

Father & Son

Kwiff

Agency: Droga5

GET OUT OF OFFICE

Virgin Atlantic

Agency: adam&eveDDB

We decided to playfully show how ridiculous it was to spend your holiday in the office, to encourage people to ‘get out of office’. We parodied a nostalgic UK-based TV programme called ‘Wish You Were Here’ using the host of the show, Judith Chalmers, to voiceover our film. However, rather than a tour of a gla...

Gin Lane

Tate Britain

Agency: Grey London

Tate Britain’s footfall was declining and they were struggling to get people outside of the usual ‘art crowd’ to visit the gallery. The brief was to revitalise the gallery and make it appeal to a broader audience.  Overall objectives were to increase footfall and to make people care about art again.   The art wor...

Incarcerated

Secret Escapes

Agency: Droga5

It's Perfectly Normal Until It's Kwiffed

Kwiff

Agency: Droga5

We're the Superhumans

Channel 4

Agency: 4creative

We came across a shocking statistic – 67% of people in the UK felt uncomfortable talking to a disabled person. We wanted to address this. So as well as celebrating a huge sporting event, we used it as an opportunity to start conversations to fundamentally change public attitudes towards disability. We would do this by celebrating abili...

You Beauty!

Paddy Power

Agency: Lucky Generals

Gamblers are unsung heroes, plucky underdogs who remain optimistic even when things are going against them. And Paddy Power is the gamblers’ champion. It’s the brand that always ensures they have a good time. Our campaign follows a series of fans who are denied the fun others are enjoying: A football steward who has to watch the ...

Beauty Box

BT Sport

Agency: AMV BBDO

BT Sport now showcases sport in Ultra HD. We wanted to let our current subscribers and new customers know that their favourite teams and sports stars will be available in crystal clear quality and nothing will go unnoticed.   We worked with model maker Andy Knight to create the BT UHD Vanity Kit. We took the existing BT TV 4K Ultra High-...

Magenta Unleashed

Deutsche Telekom

Agency: Saatchi&Saatchi

Magenta is Deutsche Telekom’s key brand asset. Recognisable everywhere. And we made it irresistible by giving it a whole new dimension. Using simple chroma key technology, “The Lenz”, our AR app, turns anything magenta into a screen for music and lifestyle content. Transforming a colour, into a whole new media chan...

Samsung School of Rio

Samsung

Agency: BBH

To mark their sponsorship of the 2016 Rio Olympics, British comedian, Jack Whitehall learns about Olympic rowing from Olympic legends Sir Steve Redgrave and Helen Glover. While they might be well qualified teachers, he is anything but a star pupil and doesn’t take his masterclasses all too seriously.

The Big Swim

giffgaff - Mobile Phone Network

Agency: Who Wot Why Ltd

Whoever heard a mobile phone network talk about people leaving? ‘The Big Swim’ brings to life giffgaff’s “No contract” message through a girl's most unlikely swim. She starts on a lido's diving board, however instead of diving down into the pool she: sky-rockets into the strato...

This Stuff Matters: Working From Home

TalkTalk

Agency: CHI&Partners

While other brands in the category are full of celebrity and hyperbole, we wanted to demonstrate that we understand our customers. Down to earth, hard working Britain.  So we set up 23 cameras and 46 microphones in the home of a real TalkTalk family. These ran non-stop for weeks, capturing over 10,000 hrs of foot...

Virgin Media Delivering Awesome

Virgin Media

Agency: BBH

This film takes us on an epic journey down the pipeline that delivers Virgin WiFi to your home. Alongside us is the plethora of entertainment we consume online, racing towards its destination, a young girl’s tablet. We’re passed by post-apocalyptic vehicles, caught in the midst of a zombie hoard, and taken back in time a...

Best of the Best

Buster the Boxer

John Lewis

Agency: adam&eveDDB

This year’s film captures the joy of a gift that everyone loves, told through the story of Buster the Boxer and his family at Christmas. The spot is directed by Dougal Wilson and set to a Vaults cover of Randy Crawford’s ‘One Day I’ll Fly Away’. #BusterTheBoxer

Cancer is Happening Right Now

Cancer Research UK

Agency: Anomaly

We needed to build the CRUK brand and inspire people to donate. With 1 in 2 people expected to be diagnosed in their lifetimes, the disease means many things to countless people. So we set out to show the scale and reality of cancer without making it feel overwhelming. We needed to make the charity’s mission (Let’s Beat Can...

This Girl Can: Phenomenal Women

Sport England

Agency: FCB Inferno

This Girl Can is on a mission to close the gender gap in regular activity levels. We’ve gone from sticking two fingers up at judgement to full-throttle female empowerment to get more women active. It’s a truly integrated campaign that leverages the power of multiple channels to celebrate phenomenal women getting active their own way. Ou...

This is Belonging

The Army

Agency: Karmarama

Applying to join the British Army is a life-changing decision. Using guns and tanks to sell The Army was no longer working. We needed a powerful benefit across the entire candidate journey. This is Belonging offers a window into a side of The Army never seen before: the emotional, human side of the bonds that help you face challenges and gro...

Ash to Art

Glasgow School of Art

Agency: J. Walter Thompson London

In May 2014, The Glasgow School of Art was devastated by fire. It was one of the UK’s most iconic buildings and home to its most successful art school. The building itself was a work of art. Tragically, the fire destroyed the Mackintosh Library, one of the world’s most famous Art Nouveau interiors and the masterpiece of v...

Karaoke Eye Test

RNIB

Agency: CHI&Partners

This year the Royal National Institute of Blind people (RNIB) had the unique opportunity to host an experience at Glastonbury as the festival’s charity health partner. But with eye health being the last thing on festivalgoers minds, we needed an idea that would break through the noise and remind people of the importance of eye tests in a...

Pride Camo Cream

The Army

Agency: Karmarama

For 364 days of the year, soldiers in the British Army are experts in blending in – using camouflage cream to make sure they stay hidden away. But there’s one day of the year that should be all about standing out. Pride. As a Stonewall top employer, the British Army wanted to make sure this year, everyone could stan...

Zombie Christmas: The Real-World Trailer

Xbox : Dead Rising 4

Agency: McCann London

Xbox had to make a launch trailer for a Christmas-themed zombie game during Christmas, a time when TV is cluttered. So Xbox didn’t make a trailer. They built one. Zombie Christmas, the first-ever real-world trailer, told a story of gory zombies and powerful weapons, all through the medium of Christmas lights. It wasn’t a...
Best of the Best

Dead Rare

Harvey Nichols

Agency: adam&eveDDB

The Harvey Nichols Fine Jewellery room is the top destination for those into rare gems. But how best to show off such rarefied merchandise? Clearly a regular model wouldn’t cut it… So in true Harvey Nichols tongue-in-cheek style we employed a taxidermy Northern Bald Ibis, a dead rare bird, to show off the stores latest wa...

The i newspaper General Election

The i newspaper

Agency: Atomic London

In the lead up to this years General Election we dramatised The i newspaper’s concise, quality coverage with a series of press ads designed to stimulate awareness among a younger, metropolitan audience. Each execution featured an eye-catching portrait of a party leader and an edgy take on a policy or subject they’d become synony...

adidas #MYNEOLABEL

adidas neo

Agency: iris

adidas neo fans are mobile-first and demand a voice. So when briefed to create an innovative global activation, we launched #myneolabel on Snapchat. The obvious brand approach on Snapchat is through paid ad formats such as lenses or filters, but we didn’t want an off the shelf, temporary presence… so instead we decided t...

Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan

Google Arts and Culture

Agency: Google Creative Lab

When Google Arts & Culture added Natural History to their online collection, we were tasked to create a way to encourage people to discover this world.   Collaborating with the Natural History Museum in London and the Museum für Naturkunde in Berlin, we set out to reimagine what Natural History could be for the next gene...

Magenta Unleashed

Deutsche Telekom

Agency: Saatchi&Saatchi

Magenta is Deutsche Telekom’s key brand asset. Recognisable everywhere. And we made it irresistible by giving it a whole new dimension. Using simple chroma key technology, “The Lenz”, our AR app, turns anything magenta into a screen for music and lifestyle content. Transforming a colour, into a whole new media chan...

Refugees Real-Time Tweet Responses

Amnesty International

Agency: Ogilvy & Mather London

Everyday thousands of people around the world tweet their outrage at the growing refugee crisis, yet very few do anything about it. We created the “Outrage Is Not Enough” campaign, turning people who care into people who do. A world first, we filmed real time personalised messages from refugees in camps, directly repl...

Sound Skills

Royal Air Force

Agency: WCRS

The RAF needed to recruit Intelligence Analysts: people who intercept and analyse hostile communications. They wanted to find young people with a natural talent intelligence, but who didn’t know it yet. So we worked with the RAF to develop Sound Skills: an innovative test of auditory concentration.   Using 3D sound we replicate...

Alien

Volkswagen UK

Agency: adam&eveDDB

To promote Volkswagen’s longstanding support of independent cinemas, we created a series of light-hearted cinematic films set in different movie genres. ‘Alien’ shows Volkswagen’s innovative technology take a starring role as its Hands Free Boot Opening comically breaks the intended suspense. Although perfect for real li...

Buster the Boxer

John Lewis

Agency: adam&eveDDB

This year’s film captures the joy of a gift that everyone loves, told through the story of Buster the Boxer and his family at Christmas. The spot is directed by Dougal Wilson and set to a Vaults cover of Randy Crawford’s ‘One Day I’ll Fly Away’. #BusterTheBoxer

Designated Driver

AA Charitable Trust

Agency: adam&eveDDB

‘Designated Driver’ for the AA Charitable Trust in partnership with Think! is a hard-hitting film highlighting the underrated danger of texting whilst driving. Directed by James Rouse of Outsider.

We're the Superhumans

Channel 4

Agency: 4creative

We came across a shocking statistic – 67% of people in the UK felt uncomfortable talking to a disabled person. We wanted to address this. So as well as celebrating a huge sporting event, we used it as an opportunity to start conversations to fundamentally change public attitudes towards disability. We would do this by celebrating abili...
Best of the Best

#FreeTheFeed

Agency: Mother London

Women shouldn’t feel judged for carrying out the most natural motherly act, yet modern mothers feel constantly watched and judged when feeding in public, by bottle or breast. In fact, Public Health England found that 63% of mothers feel embarrassed to breastfeed their children in public, a large reason why the UK has the lowes...

The Breath Test

Cancer Research UK

Agency: AMV BBDO

Cancer Research UK created an interactive poster that demonstrated how smoking affects your breathing.   A headline on the poster asked passers by to take a deep breath and blow into a microphone that was attached to it. As they blew into it a message started to digitally appear on the screen. And the longer they could blow the more of i...

Zombie Christmas: The Real-World Trailer

Xbox / Dead Rising 4

Agency: McCann London

Xbox had to make a launch trailer for a Christmas-themed zombie game during Christmas, a time when TV is cluttered. So Xbox didn’t make a trailer. They built one. Zombie Christmas, the first-ever real-world trailer, told a story of gory zombies and powerful weapons, all through the medium of Christmas lights. It wasn’t a...
Best of the Best

Car Thief

Harvey Nichols

Agency: adam&eveDDB

The ad starts off with a desperate call to report an emergency. The caller goes on to describe the suspected criminals, it soon becomes obvious that all is not what it seems… the supposed perpetrators are in fact a loved one well known to the caller who are simply now unrecognisable after a trip to the Beauty Lounge.

Gin Lane

Tate

Agency: Grey London

Tate Britain’s footfall was declining and they were struggling to get people outside of the usual ‘art crowd’ to visit the gallery. The brief was to revitalise the gallery and make it appeal to a broader audience.  Overall objectives were to increase footfall and to make people care about art again.     T...

Morse Code

Rustlers

Agency: Droga5

The Breath Test

Cancer Research UK

Agency: AMV BBDO

This radio ad demonstrates how smoking makes it harder for you to breathe. And how an NHS stop smoking advisor can help you give up.

Agency of the Year

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