Winners 2012 - DoDifferent Awards

bestawards.co.uk
Welcome to the Best Awards.
We are are living in an era in British marketing where differentiation,
imagination and creating value for consumers to create value for
clients has never been so vital.
We need to help our clients be seen, be sought and be talked about.
This is why the Best Awards is so important. The Best Awards are
a celebration of ‘the best’. The weird, the wonderful, the most
innovative, the most effective.
We have to see these awards as a sort of laboratory for innovation
and invention. A way of testing our metal and in evaluating our
progress and our prowess.
Our industry is very competitive and always under pressure to
demonstrate it’s ability to return on investment. For me this is
why the theme kindly developed by Draftfcb is so important.
In challenging times, we need find ways to carry on being the
inspiration our clients need, and to be more ambitious for the
work we do together.
Have a great night…enjoy the work, and win, lose or draw,
we will all need to do our very best to come back even
stronger next year.
CHAIRMAN, MAA
Ian Millner, Chairman of the MAA,
marketingagencies.org.uk
CP/MS
CREATIVE PRINT &
MAILING SOLUTIONS
The lightbulb logo, the MAA logo and best awards are registered trademarks of the Marketing Agencies Association. The Marketing Agencies Association is registered in England & Wales No. 03779878.
Great ideas can only escape, if one key factor is in place. A brave client
willing to buy them. Bravery though, only comes through trust. Trust in
an agency’s instincts and trust that creativity will deliver results.
Too frequently though in tough economic times, fear overrides trust,
the value exchange with consumers is forgotten, and agencies are
squeezed into creating work that falls into a forgettable no man’s land.
What would happen if every nervous flyer tried to take control of their
plane? Or worried patients took over their own surgery? Exactly. Having
entrusted an agency to do the best by a brand, it makes sense to let
them do just that.
Creativity is a profession that deserves to be listened to and valued.
Valued with trust. Because it can achieve great things for any business
when allowed. All our winners tonight have obviously managed to
create great trust with their clients and should be congratulated on
their joint achievements.
CREATIVE JadUof DIdeaGs,ES
Alistair Ross, He
Draftfcb London
The standard of creativity this year was higher than previous years,
but noticeably less self-indulgent. Tighter times had forced agencies
to think rather than spend their way towards results for their clients.
We’d all like to work with larger budgets, but maybe it takes a
recession to help us realise again what we can create with less.
Debate amongst the judges was passionate, but consensus about
the winners was universal.
So if you’re sat here tonight thinking you could do better, then walk
the walk. You have about seven months before entries close for next
year’s MAA Best Awards.
Other judges: Jon Ashwell, Creative Director, Dialogue • Garry Munns, Creative Director, Arc Worldwide • Geoff Gower, Creative Director, Archibald Ingall Stretton,
Jim Thornton, Creative Director, Arnold KLP • John Treacy, Creative Director, Elvis Communications • Ian Kerrigan, Executive Creative Director, gyro • Leroyson Figueira, Digital
Creative Director, Haygarth • Nicky Bullard, Creative Director, Lida • Dick Dunford, Creative Director, TBWA Paling Walters •Jo Cruickshanks, Creative Director, We Are Folk •
Robert Hollander, Creative Director, Wicked Web • David Harris, Creative Director, Wunderman
Last year the economic climate brought its challenges, yet the
standard of work we reviewed for the client judging of the MAA
Best Awards was certainly strong as in previous years. Brands are
clearly seeking cut-through work and true consumer engagement;
we especially liked work in the digital categories, where we saw
powerful innovative campaigns exploiting social media channels.
In the experiential category it was great to see consumer insight
applied to deliver outstanding brand engagement.
As judges we applaud those client-agency relationships that deliver
great work and we were delighted to have such a broad spectrum of
campaigns to judge. Debated amongst the judges was passionate on
occasion which is always a good sign and I would like to thank all of
them for their time and working hard to ensure the most deserved
campaigns won on the day.
Finally, I would like to congratulate all those who have been
acknowledged in this years’ Best Awards. I look forward to seeing
more of this great work next year.
CLIENT JUDGES
Simon Tilden, G
loba
Advertising, Mar l Category Director
keting Prod
SmartBrand, Dia uction &
geo
Other judges: Carolyn Anderson, Head of Marketing & Partnerships, Samsung Mobile • Julie Constable, Agency Selection Consultant, Marketing Agencies Association;
Peter Fennell, Head of Brand and Advertising, Tesco Bank • Richard Furness, Head of Sales & Marketing, Guardian News & Media • Bernadette Kennedy, General
Manager Global Fuels Marketing, Shell International Petroleum Company • Marc Michaels, Director of Direct and Relationship Marketing and Evaluation, Central Office of
Information • Russell Morris, Commercial Director, Lovefilm • Miranda Sambles, Marketing Director, Walkers • Sheridan Thompson, CRM Director EMEA, The Walt Disney
Company, Europe, Middle East & Africa
The MAA would like to thank Dominic Bray and Abigail Tumulty of law firm K&L Gates and Nick Hudson of the ASA for checking that entries complied with the industry codes of practice,
rules and UK regulations. The ASA can be contacted on 020 7492 2222. K&L Gates can be contacted on 020 7648 9000.
ChildLine presents
best
campaign
Final Verse
client
NSPCC’s Chi
ldLine
agency
acco
In partnership with
Livity
Kate Brund unt team
le,
Debowska, Jo McCarthy, Maja
Charlotte Li
vingstone
creative tea
Callum McG m
eoch
The NSPCC’sLOGOS_80X80_01.indd
core male teenage target
group are very difficult to reach and yet this
campaign got them promoting and talking
1
06/10/2011 14:04
about ChildLine issues. Urban music, MC-ing and performing is at the heart of their culture and NSPCC were able to authentically
exist in their social media world with this campaign. Devlin’s bespoke music video felt fully invested in and was put into the centre
of sharing/liking by this community. It has brought ChildLine into the contemporary moment as fully relevant to all young people.”
merit
campaign
xury Loos
Femfresh V.I.Pee: Lu s
die
La
For
ly
ive
Exclus
client
Ltd
Church & Dwight UK
agency
SMP Ltd
best of
the best
best breakthrough
agency of the year
Forever Beta is built on the belief that everything is evolving. Their creative and planning methodology
is centred on delivering ‘Proposition Propagation’. The way they co-opt and share likeminded thinking
and stimulate insights from clients, scientists and academics means they have a strong platform to
stay at the forefront of innovation and challenging business situations.”
best
agency
Forever Bet
a
Iris is twelve years old and a fiercely independent agency, now set for their biggest ever trading income
and profit across their network. They absolutely prove that to stay at the top you have to constantly ‘up
your game’. Its been an incredible journey of ups and downs but to achieve the outputs they have for
their clients, through intense focus at every level of operation in their business is really impressive.”
best agency
of the year
best
agency
iris
best
campaigz Ben anz
What do Hein
mean to you?
client
Heinz
agency
BD Network
best
international
campaign
A great campaign which tapped into the heritage Heinz has. It evoked memories for people and got them to think about
the multiple uses of the brand. So for some people it was about warming, for some people it was about energy, for
some people it was about having a quick snack. It enabled creation of lots of content which was well used; they put it
onto cans and sold those cans; they rewarded people with money, they also used social media effectively in terms of
getting people to tell and share what they liked about brand, which then evoked memories and a reason to purchase.
It enabled great brand differentiation for one that has been around for a long time among newer competitors.”
merit
cam
Get that paign
Fes
Pringles tival Feeling/
Speaker
Cans
client
Pringles
agency
G2 Joshu
a
best
campa
ign
NIVEA ‘Million M
oments Of Closen
ess’
client
Beiersdorf UK Ltd
agency
Life Agency
account te
am
Mark Broughton,
Nikki Johnson,
Eve Davies
creative te
Martin Tripp, Loui am
Justine Davies, Na se Almond,
talie O’Donnell
merit
campaign
Mint Revolution
client
Havana Club
Nivea’s ‘Million Moments’ was an interesting position for a brand to
take based on real consumer understanding: a great effort was made
through bespoke research to get under the skin of the audience and
how they might relate to the brand position of ‘owning’ closeness.”
best strategic
thinking for
a campaign
agency
The Lounge Group
merit
campaign
THT: Stop Talkin
g
client
Terrence Higgin
s Trust
agency
G2 Joshua
P&MM is proud
to be associated
with the MAA
Supporting agencies and their brands for over 30 years
Contact: Susan Speller at P&MM
M: 07825 170184 T: 0845 054 3333 E: [email protected]
best
campaign
Let’s Grow
c
Wm Morris lient
on Superm
arkets plc
agenc
Billington y
Cartmell
account te
Jo Eskell,
am
Jamie Make
r
creative te
Beri Cheeth am
am
Morrison’s Lets Grow campaign has evolved every year,04/10/2011
its built extra
14:23 benefit each year and retained
the consumer interest all the way through that time. It was a stand out piece of work, a phenomenal
and impressive campaign that keeps giving back to the audience but also to the brand and builds that
relationship between the consumer and the brand forever.”
80 x 80.indd 1
merit
campaign
rves Lurpak
Good Food Dese
client
Arla Foods
agency
BD Network
3 YEAR ‘GOOD FOOD
DESERVES LURPAK’
CAMPAIGN
best and most
effective long
term campaign
best business
to business
campaign
The Apprentice is well known and iconic in terms of the whole format of the show, but applied to a sales
incentive programme, where there is generally very little differentiated activity, this really stood out. Using this
theme excited the people that sell mobile phones in O2 stores. Bombarded with different mobile manufacturer
campaigns they can get cynical about the messaging, but this campaign actually excited them and got them
interested in what Palm were doing, resulting in fantastic engagement and understanding of the brand.
They were incentivised so when people were walking into a store saying “I’m thinking about getting a
Smartphone” the Palm was one of the ones that came to mind.”
best
campaign
The Palm Sales Appre
ntice
client
Hewlett Packard
agency
Haygarth
account team
Steven Gray, Polly Bu
rke,
Tom Cooper-Smith
creative team
Steve Rogers, Tony Gr
oth
ChildLine presents
best
campaign
Final Verse
client
NSPCC’s Child
Line
agency
Livity
accoun
Kate Brundle, t team
Jo
Debowska, Ch McCarthy, Maja
arlotte Livingst
one
In partnership with
creative team
Callum McGeo
ch
Top urban music act Devlin composed, wrote and recorded Teardrops, a bespoke music video completed except for
LOGOS_80X80_01.indd
06/10/2011 14:04
the final verse, with the
invitation for their1target audience to complete this in their own performance.
Final Verse
was self-promoted by their target audience calling for their communities to “like” their entries. Social media using
Twitter has since extended this campaign legitimately to a corporate marketing audience and engaged a far-reaching
wider community to great effect.”
best consumer
campaign
In partnership with
merit
n seness’
campmaeig
nts Of Clo
lion
NIVEA ‘Mil
Mo
clienUtK Ltd
Beiersdorf
agenecnycy
Life Ag
See how we can help your brand at exposure.net
best
camp
Experimen aign
ters Wante
d
client
Heineken
UK
agency
acc
exposure
Emily Wilks ount team
,S
Lindsay M tephanie Cunningha
itcheso
m,
Dave Benn n, Tanya Weller,
ett, Ben B
ailey
creativ
Robin Ek, Ja e team
Dawn Card mes Cleary,
y, Hayley In
glis
The Bulmers activity was founded on the insight that people interested in buying their cider are
experimenters who like to try new things. This was combined with very singular-minded brand assets
championing Bulmers as being innovative with pioneering flavours. Driving this through so many channels cut
through the market and delivered the sales they hoped they would achieve. It was very well done and ticked
all the boxes that we wanted to see from an integrated campaign.”
best integrated
merit
campiganigVirngin Media
Will
work for
cheese.
mpa
Speedy Ca
clienetdia
Virgin M
agenBcy
DD
WIPXXXX_MMA_AWARDS_VirginSpeedy_80x80.indd 1
06/10/2011 15:27
best
campaaigWnish 2010 -
e
Fairy and Mak dmother
Go
y
ir
Fa
a
Be
client
mble
Procter & Ga
agencyLondon,
Dialogue, Grey hum
Landor, Ketc
team
accounn Grt eg
ory
Caroly
creativarerotwehaawmke,
Wayne Sp
ar, Nick Wing
Stefan Klasen
best collaborative
campaign
This was a great collaboration on two levels. Firstly collaboration between a charity and a brand working
together beautifully. Then, looking under the skin of the work, it was evident many different agencies had
collaborated well together to produce a very cohesive programme, which ultimately motivated and really
engaged the consumer.”
merit
campaign
Social Shower
ing
client
Unilever UK
age
The Lounge Gr ncy
oup, Min
Mischief, TMW dshare,
best
campaig
Toughest n
Test
client
Land Rov
er
agency
ac
Wunderm
an
Laura Pain count team
ter, Ben C
ook, Annie
Gass
creat
David Harr ive team
is
Fiona Cla , Sophie Clark,
rk, Chris
Farmer
Its not about X million packs or how many different variants for a successful DM, it’s about working
on an insight that resonates with your customer base. The Land Rover DM wasn’t a particularly
big campaign but it was extremely well targeted and by using the equity from explorers like
Ranulph Fiennes and Ray Mears the customers really responded to that. Nobody can deny an 8.6%
conversion rate for such a premium brand in a year like we’ve just had.”
best direct marketing
led campaign
merit
merit
campaig-n
Well Red
Global Newsletter
client
nes
Virgin Atlantic Airli
agency
gyro
campaig
Tropicana.Your n
Daily Ray
of Sunshine.
client
Pepsico UK &
Ireland
agency
Initials Marke
ting Ltd
All brands are relevant.
But our brands are
more relevant than others.
Creating revolutionary, relevant brand activation
020 7479 0329
[email protected]
best
cam
Wethersp paign
oon Unlo
cked
Bacardi B client
rown-Form
an Brand
s
agency
OgilvyActi
on
accou
Jason Wa nt team
ll, Lau
Lindsay J ra Keates,
essup
crea
Greg McA tive team
linde
Ric Blank n, Nick Corbett,
Jessica C , Tarik Bedevi,
hodosh, M
ark Alton
It’s very hard to stand out with the student market, who are widely targeted with student-friendly deals.
The combination of mobile technology and augmented reality was used extremely well and this campaign created a
real buzz that associated well with the Wetherspoon brand. It gave a really clear reason to students to keep returning
and to keep using the App: the offers got better and more frequent and there was a really clear social aspect to this
campaign so offers also got better the more the App was shared.”
merit
n
camphaSig
cotch
®
Say it wit arcel.
Pass the P
-
client
3M
agency
n
OgilvyActio
best digitally
led campaign
In partnership with
ChildLine presents
best
n
campVeaig
rse
Final
client
ldLine
NSPCC’s Chi
agency
Livity
m
accou, JontMtcCearathy, Maja
le
Kate Brund rlotte Livingstone
Cha
a,
sk
ow
Deb
m
creative teoeach
In partnership with
Callum McG
best social
media led
campaign
LOGOS_80X80_01.indd 1
The NSPCC campaign deserved
this award because it was an absolutely inspired piece of work. It06/10/2011
was built14:04
on a genuine understanding of their core male teen target group who are very difficult to reach and to get
talking about ChildLine issues. Urban music, MC-ing and performing is at the heart of their culture and they
created an authentic highly shareable idea which made it so successful in social media.”
merit
campaig
X Lift Pit n
ch.
cli
Saatchi ent
& Saatch
iX
age
Saatchi ncy
& Saatch
iX
Frijj and the young team behind the campaign did a really good job of connecting the brand with the audience.
It was a very simple, easy to understand activity and it had a great element of viral, using humour to spread
impressively through social networks. As an industry digital is constantly changing all the time, literally week
after week with new trends and new ways of using data, but this was cutting-edge when it launched and we
felt it was a clear relevant use of the technology to drive engagement. It married the commercial need in the
brief from the client together with the use of the latest technology but it did it in a way that was seamless.”
best digital
innovation
within a campaign
best
campaign
FRijj LOL
client
Dairy Crest
agency
iris
acco
Clementine unt team
Imparato
Nic Baird, Cal , Ian Bradbury,
um Ward
creative
Tarik Fatihi, team
Tom Prenderg Joe Stamp,
as
Bill Adcock, t, Kim Taylor,
James Vango,
Dylan Coyne
, Kevin Blake
,
Nick Jones
www.smp.uk.com
We never stop producing award winning work
(187 awards to date).
smp
best
campa
Femfresh V.I.P ign
ee: Lu
Exclusively For xury Loos
Ladies
client
Church & Dwig
ht UK
agency
Ltd
SMP Ltd
account team
Matt Beech
creative team
Rob Ellingham
A great example of some clever strategic thinking evidenced here. The Femfresh work shows they really
understood the target audience, and what’s going on in their heads. They managed to ‘normalise’ the product
into being an everyday consideration for a younger audience. Their approach enabled a very direct intimate
conversation with the consumer and yet it was funny and compellingly relevant to festival-goers.”
merit
camprbaaign Snurf
Naked U
clientIreland
&
Pepsico UK
agencetiyng Ltd
rk
Initials Ma
best experiential
marketing
led campaign
Shampoo your hair with baked beans, or hurl abuse
at a head of lettuce, and you’ll find standing out at
the shops is easy. What’s hard is getting attention
for the right reasons.
We relish the challenges of our work, so it’s a genuine
thrill for us to be singled out by our peers. Although,
nothing competes with the delight of massaging
a cold can of beans into one’s scalp. Seriously, try it.
Saatchi & Saatchi X are experts in getting our clients
noticed. We create ideas that connect with shoppers,
whether they’re at home, online, on the bus or in a store.
To talk beans or business, call Rachelle Headland,
Managing Director, on 020 3036 9710.
best
campEAaigLSnON WHEELS’
S ‘M
HAIRY BIKER
nt
clie ort Centre
Supp
un
Comm ity
agencatychi X
Saatchi & Sa
m
accouhlnodtdeter,aPhilip Slade
n Sc
Linda-Ailee
m
creatrgiviaeBtarereata-Whiteley,
Geo
Tim Clegg, ma Congdon
Em
This was a tremendously tough brief: trying to convince both local councils and the general public to get behind Meals
on Wheels and to attempt to rescue it for the nation. The execution and the development of the campaign was very
powerful and they turned around volunteering to the national website, getting great PR through the Hairy Bikers TV show.”
best pr led
campaign
merit
campaign
Remember A Charity
One Stuntman, One
Legacy
client
Remember A Charity
agency
DDB
best
campaign
FRijj LOL
client
Dairy Crest
agency
iris
count team
ac
o, Ian Bradbury,
Clementine Imparat Ward
lum
Ca
,
ird
Ba
Nic
creative team
,
Tarik Fatihi, Joe Stamp ,
Taylor
Kim
t,
as
erg
nd
Pre
m
To
ngo, Dylan Coyne,
Bill Adcock, James Va k Jones
Kevin Blake, Nic
best campaign
by agency youth
The Frijj campaign was for young people created by young people. You can spot campaigns that are written
for youth when they’ve been done by a grey beard or thirty something copywriter. This had none of that,
it was insight-driven and the language it used and creative work was spot on. The interactive element
especially added value rather than overpowering the idea. It almost compelled you to pass it on and that’s
what really delivered for this campaign. It’s a deserving winner.”
merit
campaign
Sported
client
Sported
agency
Draftfcb
best
campa
John Smith’s ign
Grand Nationa
l
client
Heineken in th
e UK
agency
Aesop
account team
Joe Rolls
creative
Nick Spink, St team
ephen
Graham Gran Lynch,
ger
John Smiths took an existing property and leveraged every one of their assets across that campaign
really hard. It made consumers smile, keeping their brand tone of voice and keeping it fresh for the
future as well. They really own this property, there’s no other brand that could be associated with
racing like John Smith’s are now.”
merit
campaamigesn’ -
‘Future Fl
h
Olympic Torc
aCoc Cola’s n Campaign
atio
Relay Nomin
clienta
Coca-Col
agencoryk
BD Netw
best sponsorship
led campaign
thisisbd.com/maa-awards-2012
best
campa
Pants or ign
Prizes
client
Coca-Co
la
agenc
BD Netw y
ork
It was a brilliant execution. It felt like a really simple idea but proves that those are often the best. It was
vibrant and quirky with lots of energy, highly engaging for the young target audience and simply fantastic fun.
Every judge wanted a pair of pants. This promotion was the most successful ever on-pack Coca-Cola brand
promotion which is really saying something when you look at the brand heritage.”
3 YEAR ‘GOOD FOOD
DESERVES LURPAK’
CAMPAIGN
merit
campsaPigronmotion
rb
Lurpak He
client
s
Arla Food
agentwcoyrk
BD Ne
best sales
promotion led
campaign
merit
best data led
campaign
campaig
Well Red - Global n
Newsletter
client
Virgin Atlantic Ai
rlines
agency
gyro
merit
campaign
otion
Lurpak Herbs Prom
client
Arla Foods
agency
BD Network
best shopper
led campaign
merit
campaign
WORLD CLASS COLLE
CTION
client
Diageo
agency
Saatchi & Saatchi X
9 Best Advertising-Led Campaign, Lumix G3
30” TVC part 1, Yosemite, photographer David Eustace
best
30” TVC part 2, New York, photographer Will Cooper-Mitchell
campa
Small Camer ign
a: Epic Shots
client
Panasonic
Lumix Lifestyle homepage - campaign website
agency
Brave
Press
Online display - MPUs
account
Stefan Kann, team
As
Zoe Potter, Ca h Bendelow,
rl Gonsalves
Panasonic UK - YouTube Channel
iPad coverwrap,T3
Brand: Lumix G Compact System Cameras.
Campaign: Small Camera. Epic Shots.
Objectives: To engage with hobbyists and photographic enthusiasts, and inspire them to trade up to a compact
system camera, as well as building greater Lumix G equity and credibility in the system camera arena.
Solution: We developed a testimonial-style campaign where we put the new Lumix G3 in the hands of two professional UK
photographers, David Eustace and Will Cooper-Mitchell, and captured their natural reactions to test-driving the new camera in
two stunning 30” TV commercials. This was supported through-the-line by press, in-store visits by the photographers themselves,
a coffee table-style photobook detailing all the photographic data, a showcase website and over 60 minutes’ worth of additional
rich content beyond the key spot advertising, produced bespoke for multiple-channel delivery. This included video tutorials by
the featured photographers on YouTube, behind-the-scenes footage from the TVC shoot, as well as streamed video content via
Aurasma technology, which was activated on print and POP.
There was a real honesty about the Panasonic campaign that really resonated with both hobbyists and enthusiasts
trading up to a new camera. A lot of brands like this would seek famous celebrities to front a campaign. Panasonic
used highly professional photographers to give a truthful voice of experience but foregrounded the photographic
capability of the product in contrasting styles. Using a variety of media and with a reportage showcase it felt very
approachable for any budding photographer, plus this campaign was beautifully executed. Going up five places to
number three in the standings for Panasonic speaks for itself.”
Media: TV, Online, Press, Mobile Personal Device (featuring Aurasma app).
merit
campaigVirgnin Media
ign
Speedy Campa
creative
team
Chris Westo
Liam Fenton, n, Colin Jones,
Rob Butcher,
Oli Geal
Results: The campaign resulted in a record sales uplift and increased the Panasonic Lumix market share in not only the compact
system camera category, but across the entire interchangeable lens category. (259% YOY sales increase; Panasonic climbed
5 places to No.3 in the interchangeable lens camera category and is now No.1 in the compact system camera category.)
best advertising
led campaign
merit
Will
work for
campaig
cheese.
n
TiVo Campaign
Virgin Media
client
client
Virgin Media
Virgin Media
agency
agency
DDB
DDB
WIPXXXX_MMA_AWARDS_VirginSpeedy_80x80.indd 1
06/10/2011 15:27
best
campaign
Boob Hijack
client
CoppaFeel!
agency
archibald ingall stretton
account teieam
Powell,
Liz Barnsdale, Natal
Sarah Gray
creative team
rson,
Steve Stretton, Paul Pea ar,
stid
Da
hi
Ris
w,
rro
lbo
Laila Mi
Darren Rackham
best small
budget campaign
In partnership with
The idea of targeting young men with the breast cancer message was strategically inspired. Hi-jacking
a live televised sex line as a way of gaining real momentum and appeal to that audience was incredible.
It created viral content that was pushed around the internet and the results were amazing against such
a small budget so they totally deserve to win the best.”
merit
campaign
The End
client
Quit UK
agency
iris
merit
camplaBigeen-
Capita
don’s bees
vi
Sa ng Lon
nt
clie n Authority
ndo
r
Greate Lo
agenAcy
LID
best
campaign
ns
phere Connectio
Star Alliance Bios
client
Star Alliance
agency
DDB
am
accountFote
ggin,
Tamsine
Pelsoczi,
Dominika Dalos- ard Hill,
ch
Ri
st,
James Hayhur
Elaine Miller
am
creativennte
i Emery, Elliot
Guy Bradbury, Da rner, Andersen
Ga
Ryan, Anna-Louise Badgers, Spank
15
by
d
te
en
M repres
The Star Alliance campaign is really beautiful, it’s almost like a piece of art. A paper artist used two
tickets, folding them up and creating little pop-up worlds. The technical craft was amazing, seeing these
worlds meticulously created out of the tickets which have been photographed and animated. This stretches
the definition of illustration but it was the most unexpected use of illustration which we all intuitively felt
drawn towards and greatly admired.”
best illustration
In partnership with
merit
merit
campaign
Capital Bee Saving London’s bees
client
Greater London Authority
agency
LIDA
cam
Magners paign
Golde
On-Trade n Draught
Launch
client
Magners
GB
agency
Elvis
escape from
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LUTIONS
best
campaign
Kerry Ingredie
nts
clie
Kerry Ingredie nt
nts & Flavours
agency
Saatchi & Saat
chi X
account team
Karen Simpson
creativ
Chris Boys, Bi e team
ll Hibbins, Ge
orgia
Baretta-W
Melissa Brisso hiteley, Gil Cocker,
n, Pieter-Pau
l von Weiler
The Kerry Ingredients campaign was a truly arresting piece of photography. X-ray photography of fruits and
vegetables is something that a lot of people would not have seen before and therefore it really stands out
as unique. It tied in very neatly with their core messaging about making sure all their products taste good
and are 100% perfect. Its quite a disruptive way of using photography, but this was the heart of the idea.”
best photography
In partnership with
best typography
merit
In partnership with
ca
Mr. Jac mpaign
k’s Birth
day 201
1
clie
Brown nt
Forman
agency
iris
best
campa
Orange Film ign
To Go Launch
client
Orange
agency
iris
account
Venetia Tabo team
r, Nicola
Tom Edwards Way,
crea
Jake Fisk, Jo tive team
Ant Melder, hn Maskell, Dan Stern,
Simon
John Abdel-M Mannion, Guy Cain,
alak, Rob Sh
inn
best creative pos or
in-store theatre
merit
campadeign Dnraught
Magners Gol Launch
On-Trade
clientGB
Magners
agency
Elvis
The Orange campaign was exciting and really stood out because it was so 3D. The idea was about
downloading films ‘on the go’ by bringing filmic scenes to life within the store window. But the scenes
included where you might actually be whilst downloading a film; on a bus or sitting at home on your
sofa. Creating windows that engage and startle passers-by as they realise they’ve just walked past a set
gave Orange impact on the high street. It combined the best elements of retail and point of sale, which
is a bit of theatre and something that is going to disrupt people so they take notice, It was executed very
well, a really solid piece of work.”
best
campaign
Capital B
Saving Lond ee on’s bees
clie
Greater Lond nt
on Authority
agency
accou
LIDA
Camilla Pate nt team
l, Daniel Je
nkins
cre
Nicky Bullard ative team
, Christopher
John Fazio Whitehead,
The Bees campaign had warmth, and humour. The way that the dead and poorly bees were used to tell a very
charming story showed a rare example of art direction being completely intrinsic and central to the creative idea.
It was not a kind of design style laid over the top of the idea but entirely fundamental to the campaign.”
best art direction
merit
merit
campa
campaign
Star Alliance Bios ign
phere Connectio
ns
client
TIger Beer
ow
‘Kn The Not Known’
Star Alliance
client
agency
Heineken UK Tiger Beer UK
agency
exposure
DDB
Draftfcb
AD space
best
campaign
Sported
client
Sported
agency
Draftfcb
account team
Peter Park
creativ
James White e team
, Henry Finn
egan
The craft in the Sported campaign, the skill with the double meaning is difficult to do and it is done really well in this instance.
Sported is such a worthy winner because the writing is the idea, it’s the perfect execution within copy of the idea. For young
people its saying ‘You can go one way or the other: you can get involved in sport or you can get involved in drugs or gangs, and
you’ll be doing similar things but one’s dramatically more positive than the other’, and that came through very strongly indeed.”
merit
campBairthigdnay 2011
Mr. Jack’s
clienrmt an
Brown Fo
agency
iris
best writing
best
campaign
Volvo Winter Ty
res
client
Volvo Cars UK
agency
EHS 4D
account team
Emma Rogers,
Sam
creati
Tredgett
Frazer Howard, ve team
Tim Wal
Phil Hall, Dan Ha tho, Phil Moore,
nks, Tarik Ali
This was an integrated campaign that was well executed, had a very strong proposition and encouraged a direct
response. It’s a very difficult task to persuade people to buy different tyres when they have spent a lot of money
on a car, but this campaign dramatised the need for winter tyres in snowy conditions very well. A really simple idea
“when everything else slips, you won’t” in a letter where the type is actually slipping off the page was really clever.”
merit
campaEnigd n
The
clienKt
Quit U
agency
iris
best creative
direct marketing
best
campa
Pants or ign
Prizes
client
Coca-Co
la
agenc
BD Netw y
ork
The campaign stood out because of the simplicity of it. The on-pack design was really nice; it was very on-brand for
Dr Pepper; and it was very appealing for the target audience. It was the easy brand interaction and pure simplicity
of the campaign idea: everyone can take photos on their mobile phones, you either won an amazing prize or a pair
of pants, but the pair of pants were a really funky pair of pants, so it was a nice win-win situation. It obviously worked
because it was the most redeemed sales promotion that Coke have done with any of their brands in the UK.”
best creative
sales promotion
merit
gn
campWaariren
Win
clienCrtest
Dairy
ageniscy
ir
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12/10/2011 17:08
best innovation
merit
campaign
FRijj LOL
client
Dairy Crest
agency
iris
best creative
digital
merit
n
campaig
x Choir
Rap Beatbo
client
Channel 4
agency
Numiko
ON RADIO
ON TV
ONLINE
ON MOBILE
ULTI PLATFORM PRODUCTION DISTRIBUTION
MULTI PLATFORM PRODUCTION DISTRIBUTION
CONNECTING BRANDS WITH AUDIENCE
CONNECTING BRANDS WITH AUDIENCES
L DOMINICSMALES USPCONTENTCOM LUSPCONTENTCOM
ROBJONES USPCONTENTCOM USPCONTENTCOM
.EWMAN 3T ,ONDON 74 !7
"ROADCAST #ENTRE 'RESSE 3T ,ONDON 74 14
best
campaign
April Fools
client
Land Rov
er
agency
Wunderm
an
accou
nt team
Simo
Melanie C n Luff, Glynn Eusto
hevalier,
n,
Sim
Kate Nett one Raspagni,
letonp
cre
Mark R ative team
Watson, P oalfe, David Harris
,
h
Terence B il Forster, Kelvin T Mike
illinghast,
ly, Tim Bro
okes, Neil
Ian Owen
Barrie,
, Ma
Lorraine M rion Ancker,
annington
The Land Rover ad was fantastic because it was almost credible, and every great April fools joke should be believable.
Consumers are hit with legislation and tax reminders so a new bit of legislation about having your tax disk at the
right angle isn’t a surprise. Linking through to the web-site they’d actually see the designers of Land Rover at a press
conference saying that this was indeed real. Any great advertising makes you feel different or definitely makes you feel
something. This particular ad made us smile but more importantly it changed the way we perceive Land Rover, as feeling
a bit more fun and a bit more modern and therefore it’s a great piece of advertising.”
best creative
advertising
60 Years of man and van in perfect harmony
60
Years
of
man
and
van
in
perfect
harmony
60
60 Years
Years of
of man
man and
and van
van in
in perfect
perfect harmony
harmony
merit
campmaaign &nvan
60 years
client
n
Volkswage
agency
iris
Turning
acultural
cultural
asset
into
acommercial
commercial
asset
Turning
Turninga
culturalasset
assetinto
intoa
commercialasset
asset
Turning
cultural
asset
into
commercial
asset
Turning
aaacultural
asset
into
aaacommercial
asset
How
do
you
overcome
aprice
price
premium
ininaaacredit-crunched,
credit-crunched,
deal-orientated
market?
How
Howdo
doyou
youovercome
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pricepremium
premiumin
credit-crunched,deal-orientated
deal-orientatedmarket?
market?
How
do
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price
premium
credit-crunched,
deal-orientated
market?
How
do
you
overcome
aaaprice
premium
inin
aacredit-crunched,
deal-orientated
market?
We
neutralised
this
short-term
rational
barrier
with
along-term
long-term
emotional
benefit.
With
this
lovingly-crafted
TVC,
We
Weneutralised
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thisshort-term
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witha
long-termemotional
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thislovingly-crafted
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We
neutralised
this
short-term
rational
barrier
with
long-term
emotional
benefit.
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this
lovingly-crafted
TVC,
We
neutralised
this
short-term
rational
barrier
with
aaalong-term
emotional
benefit.
With
this
lovingly-crafted
TVC,
we
reminded
drivers
the
long
and
trusted
bond
between
owners
and
the
world’s
greatest
van
brand.
And
we
reminded
drivers
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the
long
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trusted
bond
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world’s
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van
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And
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And
we
reminded
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long
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bond
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the
world’s
greatest
van
brand.
And
we
reinforced
its
place
culture
by
evoking
the
era
which
the
brand
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an
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little
help
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brand
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help
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classic
track
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VW
commercial
vehicles
are
now
number
one
for
brand
attractiveness
and
brand
consideration
and
have
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attractiveness
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brand
consideration
and
have
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commercial
vehicles
are
now
number
one
for
brand
attractiveness
and
brand
consideration
and
have
moved
from
fourth
second
the
Commercial
Vehicles
category.
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from
fourth
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second
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Turning a cultural asset into a commercial asset
How do you overcome a price premium in a credit-crunched, deal-orientated market?
We neutralised this short-term rational barrier with a long-term emotional benefit. With this lovingly-crafted TVC,
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13/10/2011 14:23
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13/10/2011
14:23
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14:23
geekbrainstorm.com. You do the creative, we do the build.
brands we’ve worked with...
some of the agencies we’ve made it happen for...
It was a unique very original idea. Ambient needs to be something that you bump into, something that is
unexpected or in an unexpected place. The Quit campaign makes you aware that if you smoke your life could come
to an abrupt end. Books always have an ending and they cunningly inserted a piece of messaging inside a book
which brought home the fact that if you don’t stop smoking ‘your’ story will end prematurely. This was also inserted
digitally into kindle books, so somewhere along the line while reading it a piece of communication will pop up
saying “don’t let your life end prematurely - your story doesn’t end here” which is a great piece of communication.”
best
campaEnigd n
The
clienKt
Quit U
agency
iris
m
accoung Dtadtee a
Gre
m
creatlrivath,e AtnteaMelder,
Shaun McI , Nick Clement,
nion
Simon Man lla, Guy Cain
Silvia Se
best creative
ambient media
best development of
agency talent
Ogilvy Action’s identification and use of the ‘8 habits’ which unite highly creative communities was very
innovative and it was also clear that they had a strategic approach to talent management. The way they
integrated these ‘habits’ was meaningful for career progression and it was achieved without having a
large budget.”
In partnership with
best
agency
OgilvyAction
best youth initiative
In partnership with
BD’s Big Break experience enabled the agency to hire a talented junior creative team. They gave young
talented graduates the opportunity to work on live agency briefs and demonstrated the value of this
for all those who took part: both young participants being able to learn about the industry from senior
experts and the impression disseminated more widely in the graduate community about the brand BD.
Evaluation showed that it will be a valuable future talent pipeline.“
best
agencoyrk
BD Netw
FOREVER BETA
®
Business Change & Brand evolution
Maa Best BreaKthrough
agenCY oF the Year 2012
and it’s not just the judges that thinK so…
“2 years ago Forever Beta sold us a vision and strategy that got us
excited. 2 years on they are still delivering and keeping us excited,
both strategically and creatively. and it works. Following our
repositioning work and new campaign, 2011 delivered double digit
top line growth and helped us achieve record market share.”
daMon swarBriCK, Ceo KingFisher Beer euroPe
"Forever Beta stand out because of their creative and integrated
solution to our objectives: their passion and grown-up marketing
approach, together with their campaign planning system which
focuses on proposition propagation was strategically and creatively
perfect for us.”
jon danCe, MarKeting Manager For Bahlsen llP
For a fresh look at your brand and to learn more about our unique
Proposition Propagation® system contact the Maa Best Breakthrough
agency of the Year. email robin gadsby on [email protected]
or call 020 7399 8668
searCh Forever Beta