Results 2022
THE TECH & INNOVATION
BEST USE OF DATA
Shortlisted: Army Recruitment
OmniGOV at MG OMD
Client: Capita – Army Recruitment
Post lockdown, a tough economic environment had led to an overall decline in Army applications in the UK. , To support UK defence, ministers set monthly Army recruitment targets. Market mix modelling revealed digital display to be a key contributor to overall monthly applications. Digital display plays a large role in delivering ...
Shortlisted: Burger King's data-driven strategy with programmatic OOH
VIOOH & WallDecaux
Burger King built a programmatic OOH campaign to promote their latest burger, King of the Month, across major cities in Germany. This campaign made use of third party data gathered by Adsquare to target the specific audience group identified as ‘fast food lovers’ for maximum relevance. This was then overlaid with mobile data, integrati...
Shortlisted: Data Drives Member Acquisition for AARP
Merkle
AARP, a leading non-profit advocacy group, wanted to strengthen its customer focus to attract and retain more members and serve a greater share of its target audience. Merkle, a global customer experience transformation agency, used first-party and appended data to inform AARP’s creative and messaging to drive engagement and enrollment...
Shortlisted: Sky Glass
MediaCom
Sky Glass was the biggest product launch in Sky and MediaCom’s joint history and the most integrated campaign that Sky has ever delivered. Despite a launch of this scale, Sky found themselves in the unusual position of a challenger brand in a new sector, a sector that had reduced investment on brand building and focussed predominant...
BEST USE OF AI
Shortlisted: Forecaster
Digitas UK
Forecaster evolved at the start of the Global Pandemic, born out of a hotel client’s need to predict what their bookings would look like in the face of an unprecedented travel climate, with an uncertain future. Our Data Science team solved this client need by building a tool which automatically ingests up to 130+ different covid, me...
Shortlisted: MediaCom Creative Analytics
Mediacom
The Creative Analytics tool uses AI to improve the performance of digital ads by up to 50% by connecting and optimising creative and media performance together. The state of the art platform utilises emerging technology and data on how consumers respond to creativity within ads to help make better creative and media decisions for pro...
Shortlisted: Virgin Money embraces the cookieless future with Quantcast’s AI-driven solution
Quantcast
As the clock ticks down to 2023, the transition to a future without third-party cookies looms on the horizon. Yet, a significant share of internet activity is already taking place in cookieless environments, most notably Safari and Firefox. This means that anybody not advertising on cookieless inventory today is already missing out. ...
BEST USE OF EXPERIENTIAL TECH
Shortlisted: Christmas Wildfire
MullenLowe MENA FZ
Wildfires are more destructive than ever. And in 20 years, scientists predict they’ll be six times larger. The Middle East is a region known for its fuel-based economy and almost inexistent sustainable culture. So, how could we get people to care about climate change and wildfires when it’s not really part of the agenda? By subverti...
Shortlisted: Double Moon
MullenLowe MENA FZ
As part of the United Arab Emirates’ space exploration agenda, the UAE launched the Mars Mission and sent a probe to the Red Planet on 19 July 2020. The probe was set to arrive on Mars on 9 February 2021 and – as this was to be the first time that an Arab country had ever arrived on Mars – the UAE Government wanted to make sure that ev...
Shortlisted: EE: 5G AR Foosball
UNIT9 and Cake
EE wanted to showcase the impressive connection speed of its super-fast 5G network with an innovative experience that generated excitement amongst users and showcased their network superiority. Leveraging the brand’s lead partnership of Wembley Stadium, we transformed the famous Wembley turf into the world’s first Augmented Reality Foo...
Shortlisted: Messi Messages
UNIT9 and 180 Amsterdam
Messi Messages is an innovative web experience allowing fans from all over the world to generate their own personalised video messages from the G.O.A.T himself, thanks to the power of AI deepfake technology. With ten language options, users from 17 different markets could watch in amazement as Messi spoke their specific information, ...
BEST USE OF EXPERIMENTAL TECH
Shortlisted: 100 Meters Blind
MullenLowe MENA FZ
Authorities in the UAE have recorded over 27 thousand distracted driving violations in the first half of 2021. And with speed limits reaching well over 120 km/h, motorists using their phones while driving sustain lifelong injuries or lose their lives altogether. The problem is quite prominent among teens, with many driving carelessly u...
Shortlisted: Double Moon
MullenLowe MENA FZ
As part of the United Arab Emirates’ space exploration agenda, the UAE launched the Mars Mission and sent a probe to the Red Planet on 19 July 2020. The probe was set to arrive on Mars on 9 February 2021 and – as this was to be the first time that an Arab country had ever arrived on Mars – the UAE Government wanted to make sure that ev...
Shortlisted: Messi Messages
UNIT9 and 180 Amsterdam
Messi Messages is an innovative web experience allowing fans from all over the world to generate their own personalised video messages from the G.O.A.T himself, thanks to the power of AI deepfake technology. With ten language options, users from 17 different markets could watch in amazement as Messi spoke their specific inputs, such ...
Shortlisted: Southampton F.C. AR Kit
UNIT9 and Formidable
To celebrate twenty years of Southampton Football Club at St Mary’s Stadium, the club wanted to launch a home kit with a difference - something that celebrated their values of innovation and aspiration whilst also being steeped in the club’s history. A look to the future whilst paying tribute to the past. So Formidable and UNIT9 joined...
Shortlisted: Vollebak Metastore
R/GA London
The first official project from R/GA London's newly launched Direct to Avatar (D2A) capability is the MetaStore in Decentraland for the tech-driven clothing brand Vollebak. Vollebak develops ground-breaking clothing technology for a tech-loving audience. They are also repeat winners of WIRED ‘gear of the year’ and TIME ‘Best Innovation...
BEST USE OF INSIGHT
Shortlisted: Google Auditorial
R/GA London
Auditorial is a project designed to make the internet a more flexible, inclusive place for people with visual impairments. By enabling users to tailor websites to suit their personal sensory needs and preferences. Auditorial features customisable visual designs and rich audio storytelling, to help people who are blind, or with low-visi...
Shortlisted: PhoneSmart Licence
Digitas UK
A kid’s first mobile phone opens the door to a whole world of wonderful content and connections - but social and digital platforms can also be a minefield. That’s why EE created the PhoneSmart Licence, a free online course for 10 to 13 year olds that helps prepare them for when they get their first phone by educating them on how to sta...
Shortlisted: Unseen Stats
Wunderman Thompson
In 2021, online abuse in sport peaked at record levels. BT, a sports broadcaster and connectivity provider, wanted to lead the fight against it. Along with Wunderman Thompson, they used the modern game’s most valuable asset – data – and redirected it away from pitch analysis to reveal the game’s ‘Unseen Stats.’ The proprietary Art...
BEST USE OF TECH IN OUT-OF-HOME
Shortlisted: Bags of Joy
MediaCom
1.1m Boots customers were Christmas shopping elsewhere and Boots were no longer top of mind. And while Christmas was ‘back’ in 2021, many felt the pressure of finding the perfect gift. We created the biggest and most personalised campaign Boots had ever run, using an innovative 1st party data-led approach to regain relevance amongst ...
Shortlisted: Omni-Heat Coat Launch | Addressable OOH
Matterkind
After planning this multi-market campaign in October 2020, activity was finally able to go live a year later due to the easing of COVID-19 restrictions and with our audience returning to the streets. This meant Columbia Sportswear was able to showcase the launch of its new Omni-Heat Coat. The goal was to drive awareness of the new prod...
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BEST USE OF TECH IN CRM
Shortlisted: Just Add Water. And Mud. And Ruts. And Rocks…
Spark44 & Edit
Our task was to persuade Land Rover Discovery owners to consider New Land Rover Defender. With dramatic interior and exterior updates, they feared New Defender had ‘gone soft’. Experiencing New Defender at a Land Rover Experience Day could change this perception. To prompt attendance, our DM invitation used innovative hydrochromic ink ...
Shortlisted: My John Lewis’ ‘Unexpected Guest: The Experience'
Yahoo
The John Lewis Christmas advert has become a British institution but with media spend and relevance down, they needed a solution that was cost-effective yet memorable. Our immersive video experience allowed visitors to explore a beautiful 3D recreation of the advert’s sleepy British street through the eyes of the advert’s schoolboy cha...
Shortlisted: Purple Bricks
UM
TV advertising delivered awareness for PurpleBricks but it wasn’t delivering local relevance and trust. Purplebricks has some great proof points versus the traditional high street estate agents they are trying to gain share against, not least their low cost foxed fee structure and enabling technology. However their biggest weakness was...
INTEGRATED CAMPAIGN OF THE YEAR
Shortlisted: Jeep Compass - Hawk Platform & Starcom
Hawk Platform
The aim of Jeep’s brand campaign for its plug-in hybrid SUV, Compass, was to build strong awareness for the new model, reaching audiences across different mediums and encouraging them to visit a dealership selling the vehicles. Hawk Platform ran a cross-channel, geo-location campaign using digital out-of-home (DOOH), connected TV (CT...
Shortlisted: LNER Steamrolling for success
Merkle UK
After a tough 18 months where during the height of Covid, government guidance was to not travel unless necessary and revenues fell by 95%, LNER had to bounce back quickly to fill seats and inspire people to travel again. This multi-channel campaign was integrated across online channels including CRM, website, on-app targeting, p...
Shortlisted: Press Play With Oreo - Mixtapes
Digitas UK
2021 was a music year for OREO. As part of our integrated activity PRESS PLAY with OREO, we created a connected packaging experience using AI technology that let users transform any OREO pack into a device for crafting and sharing the perfect mixtape. Tapping into millennial nostalgia we gave people access to dozens of fun, playful mix...
Shortlisted: Profit Hunter: A Force With Nature
Gravity Global
https://www.youtube.com/watch?v=NmH4gLzs68U Summary: Despite a world challenged by Covid and lockdown and an industry that focuses on physical events, Embraer, a regional jet manufacturer based in Brazil added more activities to its multichannel campaign than previous years. Physical events were replaced by virtual online events, web...
LOCATION-BASED OR PROXIMITY MARKETING CAMPAIGN OF THE YEAR
Shortlisted: A Dynamic Creative Solution to switch drinks
Xaxis
Location-based or proximity marketing campaign of the year Project title: A Dynamic Creative Solution to switch drinks Entry summary Czech Republic based Gambrinus wanted to urge their frequent Gambrinus 10° beer consumers to try their new, stronger Gambrinus 11° beer, during the weekends. The moto for this campaign was ...
Shortlisted: Colman’s Local Legends
DOOH.com
2020/ 2021 were difficult years for all businesses in the UK due to COVID-19. However, the global pandemic had an even greater impact on small local businesses as national lockdowns and restrictions forced many to close their doors for weeks/months. Therefore, the mission of this campaign was to help C2DE families make the most of t...
Shortlisted: Uberall + Cushman & Wakefield: Leveraging technology to build outstanding local presence
Eleven Hundred Agency
If you’ve ever been inside a commercial office or retail space in a major city, then you’ve likely already visited a space managed by Cushman & Wakefield. Beginning as a small family business in 1917, Cushman & Wakefield has grown into one the world’s largest commercial real estate services firms, representing clients in buying, sellin...
Shortlisted: West Midlands Trains
MediaCom
Between temporary closures, a shift to working from home and reduced travel, the coronavirus pandemic had an enormous impact on West Midland Trains. People were scared to travel by rail so, to increase consumer confidence, we worked with WMT to develop a resurgency campaign with data at its core, one which delivered the right messaging...
MOST EFFECTIVE USE OF PROGRAMMATIC MEDIA
Shortlisted: International Olympic Committee: Custom Medal Engine
Essence
In 2020, the world’s biggest sporting event was postponed a year. On it’s return, Tokyo 2020 would be staged without fans, at a time when people and communities had been distanced by covid. Against this backdrop, the International Olympic Committees' marketing campaign ambition was simple, to bring people together once again, irrespect...
Shortlisted: OMG Marketplace - a simpler, transparent, more effective programmatic supply chain
OMG UK
For many years marketers, agencies and publishers alike have been wanting a simpler, more transparent and more efficient programmatic supply chain. Actionable solutions in the market are still in development and a solution was urgently needed, so we led the charge and developed OMG Marketplace. The creation of OMG Marketplace means ...
Shortlisted: True Wireless | True Full Funnel Marketing
Matterkind
Working with our agency partners Initiative, we created a full funnel programmatic activation across 11 markets in EMEA, building brand love for JBL and growing TWS (True Wireless) product purchase consideration which resulted in a 153% ROAS uplift compared to client benchmarks, driving 234% increase in revenue across all products and ...
TECH FOR GOOD
Shortlisted: 100 Meters Blind
MullenLowe MENA FZ
Authorities in the UAE have recorded over 27 thousand distracted driving violations in the first half of 2021. And with speed limits reaching well over 120 km/h, motorists using their phones while driving sustain lifelong injuries or lose their lives altogether. The problem is quite prominent among teens, with many driving carelessly u...
Shortlisted: Give the gift of Connection / #ReBoxing Day
Haygarth
Vodafone is a British Multinational Telecommunications company and leading provider of digital products and services that help keep societies, consumers and businesses connected. Their aim is to use their scale for good, to drive positive change in the world and build a sustainable digital society that is inclusive for all. Through t...
Shortlisted: Google Auditorial
R/GA London
Auditorial is a project designed to make the internet a more flexible, inclusive place for people with visual impairments. By enabling users to tailor websites to suit their personal sensory needs and preferences. Auditorial features customisable visual designs and rich audio storytelling, to help people who are blind, or with low-visi...
Shortlisted: PhoneSmart Licence
Digitas UK
A kid’s first mobile phone opens the door to a whole world of wonderful content and connections - but social and digital platforms can also be a minefield. That’s why EE created the PhoneSmart Licence, a free online course for 10 to 13 year olds that helps prepare them for when they get their first phone by educating them on how to sta...
Shortlisted: Underrepresented Voices: Advancing Equality One Impression at a Time
TripleLift
In the aftermath of the George Floyd tragedy, TripleLift, like all companies, knew it had to do better. As part of a broad DE&I strategy, TripleLift in 2021 launched Our Underrepresented Voices Exchange Traded Deals (UNREP) with the goal of generating economic wealth and investing in underrepresented communities. WPP’s GroupM became a ...
TECH AS PART OF A CAMPAIGN: PUBLIC SECTOR
Shortlisted: To be announced at the awards ceremony
TECH AS PART OF A CAMPAIGN: ENTERTAINMENT
Shortlisted: To be announced at the awards ceremony
TECH AS PART OF A CAMPAIGN: RETAIL
Shortlisted: Noonah X Hasbro Family Editions: Brand Engagement through Product Personalisation
Noonah
With tech-based toys and e-commerce dominating the market and COVID-19 having a profound impact on footfall, Hasbro approached Noonah to give two of their most famous names, Cluedo and Monopoly, relevance in an ever-competitive retail landscape. Looking to incentivise customers, old and new, to engage with these classic titles, Hasbro...
START UP
BEST CAMPAIGN OF THE YEAR BY A START-UP
Shortlisted: Virtual Production Studios by 80six
80six
Virtual Production Studios by 80six is a next-generation mixed reality studio featuring a suite of ultra-modern technologies including LED screens, real-time technologies, and cinematic production techniques (in-camera VFX), previously available only in Hollywood. This new set of real-time content creation tools are shaping the future ...
PEOPLE
ONE TO WATCH
Shortlisted: Melita Gorewal
Finecast
As Director, Platform & Analytics, Melita is critical to Finecast’s success. A key part of her role involves breaking down established processes to understand the core business requirements and rebuilding them with as much automation as possible through APIs and technology platforms. She is also growing out Finecast’s bourgeoning data ...
TECH PIONEER OF THE YEAR
Shortlisted: Josko Grljevic
Talon Outdoor
A seasoned digital transformation leader, Josko Grljevic has a proven track record of successfully delivering game-changing solutions across multiple industries including Out of Home (OOH), e-commerce and financial services. With over 25 years of experience, he has implemented transformation across a range of businesses from Barclays a...
Shortlisted: Mark Zagorski
DoubleVerify
DoubleVerify (DV) is the leading software platform for digital media measurement and analytics – they’ve also had one of the most successful ad tech IPOs in the last decade, driven by CEO, Mark Zagorski. Under Mark’s leadership, DV successfully went public last April on the New York Stock Exchange under the ticker symbol “DV”. At th...
Shortlisted: Tom Sharma
Integral Ad Science
Tom Sharma leads the global product team at IAS. He was key in launching the company’s new brand safety solution on TikTok. Using IAS’s proprietary frame-by-frame video, audio, and text classification technology, IAS helps marketers ensure their ads run next to suitable content in TikTok’s dynamic feed environment; brands including L’O...
TECH DIVERSITY ADVOCATE OF THE YEAR
Shortlisted: Stephanie Geno
Innovid
While Stephanie Geno has done a lot to raise Innovid’s profile as its CMO, she makes her mark on the ad industry most through her relentless fight for diversity, working tirelessly to lift up the voices of those who historically did not have one. There are not many people in Stephanie’s field more committed to diversity than she is. ...
BEST OF THE BEST
BEST AUDIENCE ENGAGEMENT
Shortlisted: Gift of Care
FCB Canada
At the onset of the COVID-19, doctors and nurses were hailed as heroes for their efforts. But unpaid caregivers remained invisible, going unrecognized and unrewarded despite their selfless efforts. And as the pandemic affected personal finances with many losing jobs, providing unpaid care became an even greater sacrifice. We soug...
Shortlisted: Reward the Day
FCB Canada
Millennials don’t think that banks understand them but, by using the power of data, we could prove that BMO knows them better than they think. The BMO eclipse Visa Infinite’s launch helped people discover the rewards all around them, using the power of data to create a hyper-contextual, data-driven campaign to walk, talk, and reward...
BEST RESPONSE TO CHANGE USING TECH
Shortlisted: Developing a new consumer journey framework for a new world
Goodstuff
The question that still keeps clients up at night is where to place their media budgets, do they invest in brand potentially at the expense of short-term sales? With media increasingly managed in multiple places, between agencies or in-house, our challenge was to connect more tools and systems to give a full-funnel view, overcoming the...
Shortlisted: Performance Takes Off for TUI With Ad-Lib.io to Power Agile, Scalable and Real-Time Advertising During the Global Pandemic
Ad-Lib.io
COVID-19 has thrown the travel industry into unprecedented times across the globe. More than ever before, it’s crucial that travel brands are able to respond to real-time opportunities in the ever-changing rules around holiday making, and navigate exactly when and how to offer their services as countries open and close their borders to...
BEST USE OF CREATIVE PERSONALISATION
Shortlisted: Chocapologies
MullenLowe MENA FZ
Karim Bourgi is a Master Chocolatier/famous influencer Chef, and no stranger to online-abuse. He asked if we could make the Internet a sweeter place for him and millions of other online abuse victims. To sugarcoat means to glaze with something sweet. But it’s also a phrase that means explaining something more nicely. Our idea - What ...