Shortlist 2024


Brand Led

Best Environmental Cause Campaign

Phone2Gold

Havas Play France

Client: Orange

Leveraging its commitment to environmental responsibility, the French telecommunications company Orange launched a recycling program in 2020. However, French people were not inclined to recycle their phones, so Orange sought a creative approach to get that to change.Being an Official Sponsor of Rugby World Cup France 2023 provided Oran...

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Recover E

Envision Racing

What connects an old phone with the cracked screen, a world-first racing car, and one of the fastest growing environmental issues of our time? The answer is Recover-E, a campaign to increase awareness of the impact of electronic waste and inspire people to help fix it.According to WHO, annual e-waste production is on track to reach a w...

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Rewilding Mode

Prime Weber Shandwick

Client: Husqvarna

"The idea is as simple as it is ambitious, creating the largest nature reserve in Europe – one lawn at a time. Rewilding Mode is the world ́s first feature designed to rewild private gardens so pollinators can thrive. Using state-of-the-art radar technology, the mowers were programmed to leave 10% of each lawn uncut, creating small nat...

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Starting a Consumption Rebellion

Tin Man

Client: Gumtree

What unites a massive skip full to the brim of second-hand finds on Earth Day, a naked protest against London Fashion Week and a pre-loved pop up in Shoreditch where the price tag on everything was free?Enter Gumtree’s Consumption Rebellion. A hard-hitting comms programme that, through a series of eye-catching, thought-provoking activa...

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Waitrose Farm Biomethane Facility

Waitrose & Partners

We were breaking industry records with new sustainable farming techniques at the Leckford Estate, Waitrose’s farm in Hampshire and wanted to showcase our achievements.In October 2023, we proudly launched a new Biomethane Facility and fuelling station at our Waitrose Farm. We became the first UK retailer to use renewable natural gas, so...

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Winnie the Pooh: The Deforesteed Edition

Fanclub x Eleven/TBWA Melbourne x TBWA Chiat Day (US)

Client: Who Gives a Crap

"Imagine a world in which Winnie-the-Pooh didn’t have the Hundred Acre Wood. No homes for Owl, Eeyore or Piglet. Christopher Robin, wandering through a baron landscape. This is the alternate telling of the classic tale of Winnie-the-Pooh, which we showed the world to frame the problem of deforestation from non-recycled and non-bamboo t...

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‘Proud to choose plastic’ refillable milk campaign

Abel & Cole

In October 2023, sustainable online grocer Abel & Cole launched Club Zero Refillable Milk, announcing it was ‘Proud to choose plastic.’ This disruptive, environmental cause campaign generated conversations about refillable packaging and created sustainable reuse consumer behaviour change.Everyone’s used to glass bottles from the milkma...

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Best Equality & Inclusion Cause Campaign

AI Checking

Havas Play France

Client: Alpine

Sexism persists in the sports world, particularly in male-dominated fields like motorsports. Alpine, a French automotive manufacturer, launched the Rac(H)er program in 2022 to achieve 30% female representation in its teams within 5 years. In 2023, they still needed to remind people about the inequality that women face in motorsports an...

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Allies United

Mischief

Client: Just Eat

With Just Eat research revealing that over 70% of people from the LGBTQIA+ community would not consider playing football, with barriers including concerns about homophobic and transphobic language and a lack of feeling welcomed, Just Eat created Allies United, the first ever UK initiative designed to support grassroots football clubs i...

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Bringing BSL to the Beautiful Game

Tin Man

Client: Cadbury Fingers

Cadbury Fingers was entering the second year of its ‘Sign With Fingers Big and Small’ initiative - a partnership with the National Deaf Children’s Society, aimed at encouraging the nation to learn some BSL and help deaf people feel more included in everyday shared moments.Research told us that football is the most popular sport amongst...

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Built On Better

Portland

Client: Travis Perkins

The construction industry’s historical reputation as unwelcome to people from different backgrounds, has led to a talent drain. To address this, Portland worked with Travis Perkins to form the Construction Inclusion Coalition, convening leaders from 11 businesses across the industry, united by a vision to improve diversity, equity ...

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Scrap the Roll Tax

Headland

Client: Who Gives a Crap

Who Gives A Crap is the 3rd biggest toilet paper brand in the UK. Its direct-to-consumer model took off during the pandemic when eco-conscious consumers found its online-only model, cheeky branding and donation of 50% of profits to WASH causes appealing. It is however currently only stocked by Ocado and Waitrose.To grow beyond its base...

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Unstoppable FC

Mischief

Client: The LEGO Group

One year on from a successful UEFA WOMEN’S EURO sponsorship, the LEGO Group was looking for a way to continue to inspire girls' confidence to play their own way. So we created Unstoppable FC - uniting WSL's shining stars to empower young girls nationwide. Through partnerships with WSL clubs we organised workshops for 8-11-year-old g...

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Best Fundraising Campaign

To be announced on the night

Best Health Cause Campaign

Be Body Aware Partnership

23red

Client: NHS England and Morrisons

For the NHS to achieve their ambition to increase the proportion of cancers diagnosed at stages 1 and 2 from around 50% to 75% by 2028, they need to encourage people to be familiar with their bodies and adopt a mindset of ‘knowing what’s normal for you’. This will encourage people to spot changes early and seek advice from a health pro...

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National Blood Week 2023: 'Giving Type'

HAVAS Red

Client: NHS Blood and Transplant

How do you inspire Black audiences– which are diverse, disparate and historically distrustful of medical institutions and governments– to give blood? This was our challenge when NHS Blood and Transplant tasked us with recruiting blood donors from Black communities to satisfy demand for rare blood types that can help treat sickle cell i...

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Remove Fear from the Smear

RAPP

Client: Ann Summers

83% of cervical cancer deaths could be prevented with regular screenings. But every year 4.6 million individuals avoid their appointment with 71% ‘fearing’ them, often due to the speculum - the device used for internal examinations. Since 1972 Ann Summers have sold 38 million Rampant Rabbits. It’s safe to say people don’t have the same...

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Scrap the Roll Tax

Headland

Client: Who gives a crap

"Who Gives A Crap is the 3rd biggest toilet paper brand in the UK. Its direct-to-consumer model took off during the pandemic when eco-conscious consumers found its online-only model, cheeky branding and donation of 50% of profits to WASH causes appealing. It is however currently only stocked by Ocado and Waitrose. To grow beyond its ba...

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Suds in Schools

Fanclub

Client: smol

"Imagine not being able to afford the basics to keep yourself or your loved ones clean. That’s hygiene poverty, and it has a heart-breaking impact on children’s health, wellbeing and in particular, their education - leading to absence, bullying and loss of self-esteem. Together with household and personal care cleaning brand, smol, we...

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Best Public Awareness Cause Campaign

Harrison's Story

Storycatchers

Client: Network Rail

Trespassing on the railway leads to an average of 20 entirely avoidable deaths each year – including, tragically, the death of funny, football-mad, 11-year old Harrison Ballantyne. In 2017 Harrison was out playing with his friends when he was killed by 25,000 volts of electricity at a privately owned rail freight depot. We worked with ...

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Plastic Overshoot Day

Higginson Strategy

Client: EA Earth Action

Plastic is everywhere, with scientists predicting plastic pollution is expected to triple by 2024. With such a crowded media landscape, Higginson Strategy knew that getting media coverage for a plastic pollution story would be a challenge.You may have heard of Earth Overshoot Day, a climate change calendar highlight which details the d...

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SEATRS

Accenture Song (BeLux)

Client: De Lijn

De Lijn and Komrads, a Belgian sustainable footwear brand, released a sneaker together. De Lijn? A public transport company? Making shoes? That's crazy. Or is it? Maybe not, because this shoe is composed entirely of recycled materials. And as a creative twist, finished off with the fabric of old bus seats. An iconic piece of textile kn...

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The Reverse Make-Up Tutorial

Red Consultancy

Client: Avon

"Our Reverse Make-Up Tutorial featured a happy and confident woman, who instead of showcasing make-up techniques, is slowly stripped of her make-up by an aggressive partner. Created for Avon to support the UN’s 16 Days of Activism against Gender-Based Violence, the emotive content revealed the seriousness of verbal, appearance-based a...

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Charity or NGO

Best Advocacy Campaign

Humanitarian Xchange

Brandfuel

Client: Humanitarian Leadership Academy

"When Brandfuel lost the pitch for a new humanitarian summit, we were absolutely gutted and went back to ask why. Our presentation - complete with event name, graphic identity, website and video - had seriously impressed the client, the Humanitarian Leadership Academy (HLA), but the cost was too high. And so the collaborating and cost-...

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The Chat: the UK’s first WhatsApp drama series by

W Communications and BMB

Client: Breast Cancer Now

For not for profit Breast Cancer Now, W Communications and BMB created an innovative ‘first’ to provoke much-needed conversation around Women’s healthcare and breast cancer diagnosis. Dramatising the heart- breaking reality of a diagnosis, our WhatsApp drama series commanded 23 minutes of Women’s Hour airtime, caused TV’s Good Morning ...

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The Hidden Story

Havas Play France

Client: L'Enfant Bleu

Social media has made it much more common to display photos of children. However, parents forget that the content they post are not only seen by family and friends... 50% of the photos posted on child pornography forums are pictures taken by parents and publicly shared on social media.This new landscape has compelled L’Enfant Bleu, a F...

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Unearthing The Green Gap

W Communications

Client: Grow To Know

For not for profit, Grow to Know, W Communications took on the institutionalised world of horticulture to force inclusion and make gardening more accessible for people regardless of race, gender, age, or socioeconomic background. With a strategy of royal disruption over permission, we rocked the very ground beneath the establishment’s ...

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Best Environmental Cause Campaign

Fossil to Clean

We Mean Business Coalition

"We’ve seen exponential growth of clean energy solutions, but emissions continue to rise globally because we haven’t dealt with the primary cause of climate change: burning fossil fuels. In response to this and a lack of global leadership on this crucial issue, We Mean Business Coalition launched Fossil to Clean as a science-based, mul...

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HypnoCat

Truant

Client: Material Focus

"In 2024, Material Focus set out to tackle the monumental issue of electrical waste by changing behaviour and raising awareness. The challenge was to shift entrenched habits around discarding electricals, which has become the fastest-growing waste stream globally, with billions of items being sent to landfill each year.Our strategy foc...

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Oblivia Coalmine

Lucky Generals

Client: Make My Money Matter

Shockingly, the fossil fuel industry is powered by ordinary people’s savings (£88bn in British funds alone) but very few know where their money is being invested. Make My Money Matter is a not-for-profit organisation that encourages people to shift their pensions into more ethical, future-facing industries.Despite our good intentions, ...

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PFAS - Turning The Microscope on Troubled Waters

Weber Shandwick

Client: Royal Society of Chemistry

We expect our drinking water to be safe – that goes without saying. So, when the Royal Society of Chemistry discovered how thoroughly the UK’s waterways are polluted by harmful forever chemicals called PFAS and how weak the UK’s legislation on the issue is, they wanted to raise public awareness and convince parliamentarians to do somet...

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Win. Don't Bin.

Kindred

Client: WRAP, Love Food Hate Waste

"The UN SDG 12.3 specifies we must halve global food waste by 2030 for a fair future for people and the planet. In the UK, 70% of all food wasted comes from our homes, and 25% of that comes from cooking, preparing, or serving too much – costing UK households £3.5 billion a year. If we stopped wasting food, 36 million tonnes of greenhou...

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Best Equality & Inclusion Cause Campaign

Act Against Racism

Eleven

Client: Royal College of Psychiatrists

A survey carried out by The Royal College of Psychiatrists showed that psychiatrists from ethnic minority backgrounds working in the NHS experience direct and indirect racism from colleagues and staff. To help tackle this issue, The Royal College of Psychiatrists had developed a set of 15 actions that would help organisations deal with...

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Ambitious Applications

RAPP

Client: London Youth

London’s disadvantaged youths grow up within sight of the world’s biggest businesses. But due to inequalities and biases, they lack the resources and connections to access jobs at these firms. Leaving 16–24-year-old Londoners the most at-risk of unemployment in the UK. For young people, London Youth’s centres are more than a safe place...

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Unearthing The Green Gap

W Communications

Client: Grow To Know

For not for profit, Grow to Know, W Communications took on the institutionalised world of horticulture to force inclusion and make gardening more accessible for people regardless of race, gender, age, or socioeconomic background. With a strategy of royal disruption over permission, we rocked the very ground beneath the establishment’s ...

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Best Fundraising Campaign

Big Give's Christmas Challenge 2023

Shape History and Soho Communications

Client: Big Give

Big Give is the UK’s leading match fundraising charity and has raised over £280m for good causes in the last decade. At a time when Britain was facing an acute cost of living crisis, the Big Give team tasked Shape History & Soho Communications to help them supercharge their Christmas Challenge 2023 and fundraise more than ever before f...

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Crisis at Christmas 2023

GOOD Agency

Client: Crisis

Crisis are the UK’s national charity for people experiencing homelessness. They help people out of homelessness, and campaign for the changes needed to solve it altogether. Crisis at Christmas is one of the UK’s longest standing fundraising campaigns. It’s the biggest moment of the year for the charity, driving around ¼ of their annual...

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Extraordinary Ordinary

WPP and its agencies BCW , Hogarth, GroupM, EssenceMediacom, EssenceMediacomX and Kinetic.

Client: Stephen Lawrence Day Foundation

WPP and its cross-agency team created a campaign to celebrate Stephen Lawrence’s legacy on the 30th anniversary of his death – 22nd April 2023. It aimed to raise awareness of SLDF, drive donations and prompt business leaders to drive change within their companies. As part of this, BCW developed a creative platform, #ExtraordinaryOrdina...

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The Moustache Is Calling

Bicycle

Client: Movember UK

Despite advances in research, men’s health remains in crisis, with men dying on average 5 years earlier than women for largely preventable reasons. In the UK, three out of four suicides are men and prostate cancer is the most common cancer in men, with one man dying from the disease every 45 minutes.For twenty years Movember has been l...

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Best Health Cause Campaign

Change The Ending

Above+Beyond

Client: Alzheimer's Research UK

Dementia steals a happily-ever-after every 3 minutes; with research, a cure can be found. With awareness of Alzheimer’s Research UK and the potential for a cure at low levels, we had to quickly get on the UK’s radar, launching a new brand platform, For A Cure. With budgets a fraction of other charities’ we had to make people care about...

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Just a Period

Lark

Client: Wellbeing of Women

Millions of women and girls experience severe period pain or heavy bleeding, but many are told it’s “just a period”. Wellbeing of Women asked Lark to devise an empowering, educational campaign to tackle this stigma and help women get the advice and treatment they need.Despite a tight timeframe and budget, we delivered a complete campai...

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Moorfields Eye Charity: Awareness campaign

Red Stone

Client: Moorfields Eye Charity

Moorfields Eye Charity raises money for breakthrough research, state-of-the-art equipment and innovative approaches to service delivery – to benefit patients with sight loss at Moorfields Eye Hospital and worldwide. The campaign aimed to highlight the impact on patients and emphasise the transformative work of Moorfields Eye Hospital. ...

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Super Flexible Not Superhuman

WMH&I

Client: TEM-PLE

This is the story of how the visceral power of design made the world wince in empathy with sufferers of Ehlers Danlos Syndrome by visualising their invisible pain for all to feel.Whilst a flexible body is often considered a gift, for Ehlers-Danlos Syndrome sufferers (EDS) it means chronic, even life-limiting pain through regular joint ...

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The Chat: the UK’s first WhatsApp drama series by

W Communications and BMB

Client: Breast Cancer Now

For not for profit Breast Cancer Now, W Communications and BMB created an innovative ‘first’ to provoke much-needed conversation around Women’s healthcare and breast cancer diagnosis. Dramatising the heart- breaking reality of a diagnosis, our WhatsApp drama series commanded 23 minutes of Women’s Hour airtime, caused TV’s Good Morning ...

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The Don't Buy It Stall

RAPP

Client: mothers2mothers

In sub-Saharan Africa, misinformation about sexual health is rife, young girls are told many myths such as, "if they shower after sex you can't catch HIV" or "urinating after sex can stop you getting pregnant". These harmful myths have been perpetuated by peers, families, churches and even governments for decades. Sadly, it's not surpr...

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When the Words Away Went

Stroke Association

The Stroke Association produced a documentary ‘When the Words Away Went’ which featured on All 4 as part of a campaign to raise awareness of aphasia.The documentary told the story of three stroke survivors embarking on a journey to find their voice and rebuild their lives, the challenges they face daily and how the charity has helped r...

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Best Public Awareness Cause Campaign

Before Our Eyes: This Isn't Drama

Shape History

Client: Amnesty International

Human rights in the UK are deteriorating. Millions are struggling to access basic needs – safe housing, healthcare, a decent standard of living – and people are dying as a result. Since launching the campaign, the original figure of 34 child who have died in temporary housing since 2019 has now risen to 55 in the same period, according...

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Homeless Christmas Dinner

Mischief

Client: Soup Kitchen

Soup Kitchen, a London-based independent charity, has been a beacon of hope for the homeless and vulnerable. Their annual Christmas dinner is a highlight, offering patrons not just a meal but an experience of warmth and community. This event stands out as a special occasion, providing hot, nourishing meals complete with all the traditi...

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Movember Sport the Signs

Splendid Communications

Client: Movember

Office of National Statistics (ONS) data revealed the shocking fact that three out of four suicides in the UK are men. So we were tasked by men’s health charity, Movember, to raise awareness around men’s mental wellbeing on World Suicide Prevention Day (10th September) as part of a wider integrated marketing campaign. They wanted to ed...

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Not Letting Go

House of Oddities

Client: NSPCC

NSPCC are widely known for dealing with extreme cases of child abuse and neglect. While this is still a huge and important part of what they do, their other valuable services aren’t as widely used or recognised.A new survey revealed that three in four UK parents with kids under five are anxious about their child’s emotional and mental ...

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The Chat: the UK’s first WhatsApp drama series by

W Communications and BMB

Client: Breast Cancer Now

For not for profit Breast Cancer Now, W Communications and BMB created an innovative ‘first’ to provoke much-needed conversation around Women’s healthcare and breast cancer diagnosis. Dramatising the heart- breaking reality of a diagnosis, our WhatsApp drama series commanded 23 minutes of Women’s Hour airtime, caused TV’s Good Morning ...

Read More

The Hidden Story

Havas Play France

Client: L'Enfant Bleu

Social media has made it much more common to display photos of children. However, parents forget that the content they post are not only seen by family and friends... 50% of the photos posted on child pornography forums are pictures taken by parents and publicly shared on social media.This new landscape has compelled L’Enfant Bleu, a F...

Read More

Unearthing The Green Gap

W Communications

Client: Grow To Know

For not for profit, Grow to Know, W Communications took on the institutionalised world of horticulture to force inclusion and make gardening more accessible for people regardless of race, gender, age, or socioeconomic background. With a strategy of royal disruption over permission, we rocked the very ground beneath the establishment’s ...

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Collaboration

Best Advocacy Campaign

#TurnYourBack: Calling Out Toxic Beauty Standards with Dove

Mindshare UK

Client: Dove

In 2021, Dove commissioned research to understand the impact of digital image distortion such as filters and face tuning apps. The research found that almost half of girls with low body confidence feel they don’t look good enough without photo editing. Moreover, filters have become part of everyday life for 52% of girls, and 77% try to...

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Action Stations

Hope&Glory

Client: Trainline and Missing People

Our campaign – in which missing people alerts were served within the Trainline app – delivered 368 pieces of national and regional media coverage.It reached 87% of the regular traveller core audience for the campaign 2.8 times.Research showed 71% of existing Trainline users felt more favourable towards the brand and traffic to the Trai...

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Bringing BSL to the Beautiful Game

Tin Man

Client: Cadbury Fingers

Cadbury Fingers was entering the second year of its ‘Sign With Fingers Big and Small’ initiative - a partnership with the National Deaf Children’s Society, aimed at encouraging the nation to learn some BSL and help deaf people feel more included in everyday shared moments.Research told us that football is the most popular sport amongst...

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Building Greater Confidence with Numeracy

Capital One with National Numeracy

At Capital One, we’re one of the UK’s top credit card providers, with values strongly rooted in social responsibility and commitment to promoting better social mobility from school-aged children to struggling adults. National Numeracy (NN) – a charity whose mission is to support Money Management, Numeracy for Work and Children’s Numera...

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Lifeshare - An Alternative A/W Collection

Citypress

Client: Lifeshare

In December 2023, Manchester played host to Chanel’s Metiers D’Art Show. The world watched. The rich and famous flew in. But with 15% of people in Manchester living in poverty, some in the city can’t afford to buy clothes, let alone high fashion.We worked with Lifeshare, Manchester’s oldest homelessness charity, to launch an A/W collec...

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Real Life Roomsets

Hope&Glory

Client: IKEA and Shelter

Creating roomsets in IKEA stores that depicted the real living conditions of those in temporary accommodation had a profound impact.There were 324 pieces of editorial coverage, the IKEA policy pages set up for the campaign received 11,300 visitors, there were over 3.5m impressions and over 32,000 engagements on LinkedIn alone.Post-camp...

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Best Environmental Cause Campaign

Agency for Nature

Glimpse and Purpose Disruptors

Client: Nature

What if nature had an ad agency? In November 2023, two climate and creativity non-profits, Glimpse and Purpose Disruptors came together to create an Agency for Nature. This first-of-its-kind initiative brought together 10 young creatives from top UK agencies The&Partnership, Amplify, Leo Burnett, Weiden+Kennedy and Oliver, to help answ...

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Be Flood Smart

Headland

Client: Flood Re

1 in 4 UK homes are at risk of flooding – something only set to get worse as the climate crisis causes more extreme weather events. Yet two thirds of people underestimate the threat flooding poses. We set out to change that through a test and learn partnership. We conducted research with residents to truly understand attitudes towards ...

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SEATRS

Accenture Song

Client: De Lijn

De Lijn and Komrads, a Belgian sustainable footwear brand, released a sneaker together. De Lijn? A public transport company? Making shoes? That's crazy. Or is it? Maybe not, because this shoe is composed entirely of recycled materials. And as a creative twist, finished off with the fabric of old bus seats. An iconic piece of textile kn...

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The Can-paign: Lifting the lid on the benefits of tinned food

Zero Waste Scotland x LUX

Amidst a news agenda dominated by both the climate and cost-of-living crises, Zero Waste Scotland championed a culinary revolution aiming to defy stereotypes and challenge misconceptions. The ‘CAN-paign’ emerged in a bid to make tinned food an aspirational, affordable, cool and sustainable choice.Led by rising star, chef Julie Lin, the...

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Time After Time

Hubbub Foundation UK

Client: Virgin Media O2

Hubbub partnered with Virgin Media O2 to make Gen Z more willing and able to act on electronic waste. We aimed to create a campaign connecting Gen Z with the e-waste problem that feels distant but has powerful environmental impact close to home. Did you know the UK is the second largest producer of e-waste per person in the world? Elec...

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Best Equality & Inclusion Cause Campaign

High Flying Hounds

Tin Man

Client: Guide Dogs and Virgin Atlantic

It’s fair to say that accessible travel comes with complex challenges. However, post-covid, the nation’s love for travelling has sky-rocketed, so why should certain groups of travellers miss out?From working with two brands in particular, we understood the importance of making travel accessible. We brought together two of our key clien...

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Up to Good' For Big Issue Vendors

MG OMD

Client: giffgaff and The Big Issue

According to a 2022 Ofcom report, digital exclusion is highest among people like Big Issue vendors, who are in low socio-economic groups. Having access to technology like smartphones is proven to help people affected by poverty, by increasing their connectivity while upping their skills and confidence. And in this instance, by helping ...

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Best Fundraising Campaign

Asda Tickled Pink

Asda, Breast Cancer Now and CoppaFeel!

Asda Tickled Pink is the long-running awareness and fundraising partnership between Asda, Breast Cancer Now and CoppaFeel!. We work together to make checking your boobs, pecs or chest as normal as your Asda shop. The partnership has raised over £89M for breast cancer charities since 1996, and is on track to exceed our target of raising...

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Lifeshare - An Alternative A/W Collection

Citypress

In December 2023, Manchester played host to Chanel’s Metiers D’Art Show. The world watched. The rich and famous flew in. But with 15% of people in Manchester living in poverty, some in the city can’t afford to buy clothes, let alone high fashion. We worked with Lifeshare, Manchester’s oldest homelessness charity, to launch an A/W colle...

Read More

Best Health Cause Campaign

Be Body Aware Partnership

23red

Client: NHS England and Morrisons

For the NHS to achieve their ambition to increase the proportion of cancers diagnosed at stages 1 and 2 from around 50% to 75% by 2028, they need to encourage people to be familiar with their bodies and adopt a mindset of ‘knowing what’s normal for you’. This will encourage people to spot changes early and seek advice from a health pro...

Read More

Britain Get Talking

ITV

ITV’s Britain Get Talking campaign encourages the nation to look after their mental health by talking about what’s on their mind. In 2023 we decided to focus on a particularly urgent issue: the declining mental health of schoolchildren.Getting schoolchildren to talk is not easy. When they come home from school they rarely feel like cha...

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Sweat and Tears

Nestle Waters UK

Client: Buxton x Mind

1 in 4 will suffer a mental health condition every year, which is why looking after our physical and mental health is more important than ever. But whilst we know exercise and hydration are good for us, still 8 in 10 Brits aren’t drinking the recommended 2l a day and the everyday impact on our physical and mental health goes unnoticed....

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The Big 180 campaign Prostate Cancer UK & Paddy Power

Prostate Cancer UK

Client: Paddy Power

It wasn’t just Luke Littler who had a life-changing World Darts Championships – Prostate Cancer UK received the biggest-ever charity donation in sports’ history… a massive one million pounds.This transformational amount of money marked Paddy Power’s first year as the headline sponsor of December’s WDC at Ally Pally and came thanks to p...

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Waiting to Live

BCW with VML and Wavemaker

Client: NHS Blood and Organ Transplant

There are many things a child should be waiting for: their first tooth, their first day at school and of course, to grow up. No child should be waiting to live. In June 2023, 233 children were on the waiting list for an organ transplant in the UK. Among them was three-year-old Ralph who had been diagnosed with a rare form of liver canc...

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Best Public Awareness Cause Campaign

Action Stations

Hope&Glory

Client: Trainline and Missing People

Our campaign –in which missing people alerts were served within the Trainline app –delivered 368 pieces of national and regional media coverage.It reached 87% of the regular traveler core audience for the campaign 2.8 times.Research showed 71% of existing Trainline users felt more favourable towards the brand and traffic to the Trainli...

Read More

FAST Heroes

Twelve Marketing, CTL Communications and Lucan Studio

Client: Boehringer Ingelheim and the World Stroke Organization

FAST Heroes is a global health awareness campaign aimed at saving and preserving lives that are impacted by stroke – and uniquely, children are the catalyst for helping spread the life-saving knowledge. Stroke is one of the biggest reasons that children lose their grandparents. In fact, one in four people will experience a stroke in th...

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Kinder Kind of Kitchen

GOOD Agency

Client: The Cumberland Building Society and FareShare Lancashire & Cumbria

Throughout Cumbria and Lancashire, the cost-of-living crisis has seen the use of community kitchens, meal clubs and foodbank more than double in 2022/2023. There was a 30% increase in people using food banks in Cumbria’s main towns and a 75% increase in people using rural food banks.In line with their evolved purpose and brand Kinder B...

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Project Heid: a new form of ‘graphic design’

W Communications

Client: Endura

For relatively unknown Scottish cycling brand Endura, W Communications boldly transformed trauma in the name of awareness of complicated helmet technology. Featuring four real life brain injuries, authentic CAT scans and doctor’s neurological notes, our highly creative take on ‘graphic design’ captured media attention across 9 countrie...

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Sounds of the Underground

Ketchum UK

Client: Pro-bono, in partnership with Merseyrail and Supplies for Ukraine C.I.C.

Since the beginning of the war in Ukraine, buskers have been robbed of their spots, so their music has literally gone to the underground. But it’s not just their music that has been taken; it is also their livelihoods.In partnership with Merseyrail and Supplies for Ukraine C.I.C., we enabled Ukrainian buskers to reclaim their audience ...

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Unlock Your Potential

Lucozade x Apprentice Nation

Amidst a critical skills deficit in the UK and a widening gap in economic inequality, 16-24 year olds face a number of barriers accessing skills development and career opportunities. Those defined as NEET (not in education, employment, training) in this age group has increased to 12.3%, from 10.5% in 2021. In response, Lucozade and App...

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Public Sector

Best Environmental Cause Campaign

Reclaiming the Commercial Break

Channel 4, Iris and Purpose Disruptors

Channel 4, Iris (a global creative network) and advertising reformers Purpose Disruptors launched a provocative TV spot subverting the purpose of advertising in the latest iteration of its ‘Reclaiming the Commercial Break’ campaign.The 30-second film featured comedian and writer Simon Amstell playing the part of ‘the advert’ with his t...

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SEATRS

Accenture Song

Client: De Lijn

De Lijn and Komrads, a Belgian sustainable footwear brand, released a sneaker together. De Lijn? A public transport company? Making shoes? That's crazy. Or is it? Maybe not, because this shoe is composed entirely of recycled materials. And as a creative twist, finished off with the fabric of old bus seats. An iconic piece of textile kn...

Read More

Shake It Out

Suffolk Waste Partnership and Barley Communications

In 2021-2022, 28% of recycling was rejected across Suffolk. Residents adding recycling to bins in plastic bags is a common issue, causing up to 100 tonnes of recycling a month to be rejected. Barley worked with Suffolk Waste Partnership to develop an integrated behavioural change campaign that would engage all Suffolk households and ra...

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Workplaces of Wales. Let's get it sorted.

SBW Advertising

Client: Welsh Government

Already the best in the UK for domestic recycling and third best in the world, Wales is taking another important step towards reaching zero waste and tackling climate emergency, with the ambition to become global number one in recycling.From 6th April 2024 the law will change making it mandatory for all businesses and public organisati...

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Best Equality & Inclusion Cause Campaign

Great Love opens hearts

Pablo | UNLIMITED & GREAT

Client: The GREAT Britain & Northern Ireland Campaign (Cabinet Office)

Our brief was to get the Australian LGBTQIA+ community (and beyond), who seek modern, open-minded nations, to consider coming to the UK, by celebrating the diversity of the UK’s flourishing LGBTQIA+ community.Survey findings revealed that for LGBTQIA+ Australians, the UK offers an important level of acceptance, with 81% believing the U...

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Hate Hurts Wales - Stand Up to Hate Crime Together

SBW Advertising

Client: Welsh Government

There were over 6,000 reported cases of hate crime in Wales last year. Every one of them hurt somebody. What we also need to understand is that hate hurts us all.We know of course that even one act of hate is one too many. But we also know that there are myriad acts of kindness and humanity in Wales every single day. Our campaign seeks...

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This Girl Can Let's Lift the Curfew

23red

Client: Sport England

#LetsLiftTheCurfew was created to showcase women’s stories and concerns around getting active outdoors in the darker months, as well as calling on wider society to acknowledge their role in making getting active outdoors safer for women. Women were rallied for a 5km #LetsLiftTheCurfew run around Westminster, drawing attention to the sa...

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Best Health Cause Campaign

Better Health - Every Mind Matters

Office for Health Improvement and Disparities

Client: OmniGov at MG OMD

Mental health issues are something that most people experience personally, one way or another throughout their life. It is vitally important that we, as a society, help those suffering overcome the barriers to find support. Combining our understanding of the audience’s behaviour with innovative technology and sophisticated media tactic...

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Harrison's Story

Storycatchers

Client: Network Rail

Trespassing on the railway leads to an average of 20 entirely avoidable deaths each year – including, tragically, the death of funny, football-mad, 11-year old Harrison Ballantyne. In 2017 Harrison was out playing with his friends when he was killed by 25,000 volts of electricity at a privately owned rail freight depot. We worked with ...

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Shape the Future - NHS 75th Birthday

National Institute for Health and Care Research

NIHR Shape the Future took place between 1 May and 9 July to celebrate the NHS 75th birthday. The campaign capitalised on the outpour of love for the NHS to highlight how research changes healthcare and to recruit volunteers for studies in health and social care. It offered research as a way to shape the future of our healthcare system...

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Voices of Change: Empowering Black Heritage Communities Through the Power of Podcasts

OmniGOV at MG OMD

Client: NHS Blood Transplant

Sickle Cell disease is the fastest growing genetic disorder in the UK, disproportionately affecting people of Black heritage. With 250 blood donations now needed every single day to treat the illness, up from 150 donations five years ago, NHS Blood & Transplant (NHSBT) urgently needed more Black Heritage donors who are more likely to h...

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Waiting to Live

BCW, with WPP agency partners VML and Wavemaker.

Client: NHS Blood and Organ Transplant

NHS Blood and Transplant have an urgent shortage of paediatric organ donors, by the time we were briefed 233 children were on the waiting list for a transplant. The Waiting to Live campaign made this invisible wait public, telling the real-life stories of children seeking a lifesaving donation. The campaign, which launched in November ...

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Waiting to Live

VML UK with BCW and Wavemaker

Client: NHS Blood and Transplant

There are many things a child should be waiting for: their first tooth, their first day at school and of course, to grow up. No child should be waiting to live. In June 2023, 233 children were on the waiting list for an organ transplant in the UK. Among them was three-year-old Ralph who had been diagnosed with a rare form of liver canc...

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Company Awards

Agency of the Year

23red

23red is a leading, purpose-driven creative agency on a mission to change behaviour for the better - by ‘better’ we mean ‘better for people, better for society, better for the planet’ and it’s a mission on which everyone at 23red works passionately to deliver. Over the past year, our results have landed with impact: we placed cancer aw...

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Barley Communications

Barley has had a fantastic year and we’re proud of what we’ve achieved. Revenue from the first half of our 23/24 financial year exceeded 22/23 by 36%, setting us on track to deliver sustained year-on-year growth. Our phenomenal growth means more positive impact for our clients on issues that matter. We’re delighted to have won several ...

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Fanclub

We’re guided by a single objective - to create positive impact. If, when we get to the end of the year and can see impact in these areas, and stay in business: job done. Staying in business is the important part. Not only does it mean we still have jobs, it’s proof that you don’t have to do bad things to be in business - and that busin...

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Kindred

We started delivering positive change campaigns over 25 years ago. Back then, most of our work was for Government departments, tackling issues from educational attainment to age discrimination in the workplace. This taught us the power of communications to make real change and we’ve built a business applying our passion for purpose to ...

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Milk & Honey PR

Milk & Honey believes that business should be a force for good. As challenges proliferate, the power of global business must be part of the solution. Leading by example — with commitments to people, purpose and the planet — we will change the world. We are ‘people first’- with 58% of us owning 55% of the agency. We nurture talent, with...

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Tin Man

2023 was unpredictable. However, Tin Man celebrated its 10th year and finished in a great place, with 12% growth, 20%+ profit margin and a plethora of household brands joining the yellow brick road. We won six figure briefs such as the Versuni (Philips Domestic Appliances) global account, Tourism New Zealand, Mars and Yeo Valley Organi...

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Specialist

Best Proof of Authenticity

Action Stations

Hope&Glory

Client: Trainline and Missing People

Our campaign – in which missing people alerts were served within the Trainline app – delivered 368 pieces of national and regional media coverage.It reached 87% of the regular traveller core audience for the campaign 2.8 times.Research showed 71% of existing Trainline users felt more favourable towards the brand and traffic to the Trai...

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Project Heid: a new form of ‘graphic design’

W Communications

Client: Endura

For relatively unknown Scottish cycling brand Endura, W Communications boldly transformed trauma in the name of awareness of complicated helmet technology. Featuring four real life brain injuries, authentic CAT scans and doctor’s neurological notes, our highly creative take on ‘graphic design’ captured media attention across 9 countrie...

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Real Life Roomsets

Hope&Glory

Client: IKEA and Shelter

Creating roomsets in IKEA stores that depicted the real living conditions of those in temporary accommodation had a profound impact.There were 324 pieces of editorial coverage, the IKEA policy pages set up for the campaign received 11,300 visitors, there were over 3.5m impressions and over 32,000 engagements on LinkedIn alone.Post-camp...

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The Great British School Trip

Launch and We Are Futures

Client: Hyundai

Timely, authentic and change-making, this initiative is the largest of its kind that supports children in experiencing and enjoying school trips, at a time when school trip funding is at its tightest. The Great British School Trip, powered by Hyundai, is a sustained CSR initiative that has quickly grown to eclipse any other brand activ...

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Waiting to Live

VML UK

Client: NHS Blood and Transplant

NHS Blood and Transplant have an urgent shortage of paediatric organ donors, by the time we were briefed 233 children were on the waiting list for a transplant. The Waiting to Live campaign made this invisible wait public, telling the real-life stories of children seeking a lifesaving donation. The campaign, which launched in November ...

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Best use of Celebrity and/or Influencers

Barbie launches first ever Barbie Fashionistas doll with Down’s Syndrome with British model & disability advocate Ellie Goldstein

Mattel

In a groundbreaking move, as part of a global PR launch, the UK PR campaign saw Barbie introduce the first-ever mainstream doll with Down’s Syndrome, ushering in a new era of meaningful representation and purpose-driven inclusivity. By spotlighting British model Ellie Goldstein as a prominent voice in Down’s Syndrome community, Barbie ...

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Oblivia Coalmine

Lucky Generals

Client: Make My Money Matter

Shockingly, the fossil fuel industry is powered by ordinary people’s savings (£88bn in British funds alone) but very few know where their money is being invested. Make My Money Matter is a not-for-profit organisation that encourages people to shift their pensions into more ethical, future-facing industries.Despite our good intentions, ...

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Optimum Nutrition Channel More

PrettyGreen

Client: Optimum Nutrition

Sports performance marketing is homogenous with the majority of fitness marketing content not representative or inclusive. Leading protein brand Optimum Nutrition wanted to change the narrative by demonstrating how there’s potential to be unlocked in ALL of us with the right training and nutrition. Paralympian Alice Tai MBE partnered w...

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UPLIFT - Supporting Vulnerable Young Ukrainian Refugees Across Europe with Learning & Education

JA Europe

In February 2022, as war broke out in Ukraine, the lives of more than 14.6 million Ukrainian people were disrupted, forcing many to move to neighbouring countries.As the conflict lasted, forcing young people from the country, a future generation was at risk of losing their education and future learning. JA Europe and UNICEF came togeth...

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Best use of Creativity

Action Stations

Hope&Glory

Client: Trainline and Missing People

Our campaign – in which missing people alerts were served within the Trainline app – delivered 368 pieces of national and regional media coverage.It reached 87% of the regular traveller core audience for the campaign 2.8 times.Research showed 71% of existing Trainline users felt more favourable towards the brand and traffic to the Trai...

Read More

Harrison's Story

Storycatchers

Client: Network Rail

Trespassing on the railway leads to an average of 20 entirely avoidable deaths each year – including, tragically, the death of funny, football-mad, 11-year old Harrison Ballantyne. In 2017 Harrison was out playing with his friends when he was killed by 25,000 volts of electricity at a privately owned rail freight depot. We worked with ...

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Pick Your Side

Hubbub

Client: KFC UK & Ireland

Cats or Dogs? Barbie or Oppenheimer? These might not sound like environmental questions, but at Hubbub we’re all about cutting the environmental fluff to inspire action. Our #PickYourSide campaign tested whether new voting bins could tackle litter and get people talking rubbish.Through an 8-week litter campaign in Manchester and Southa...

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Project Heid: a new form of ‘graphic design’

W Communications

Client: Endura

For relatively unknown Scottish cycling brand Endura, W Communications boldly transformed trauma in the name of awareness of complicated helmet technology. Featuring four real life brain injuries, authentic CAT scans and doctor’s neurological notes, our highly creative take on ‘graphic design’ captured media attention across 9 countrie...

Read More

Real Life Roomsets

Hope&Glory

Client: IKEA and Shelter

Creating roomsets in IKEA stores that depicted the real living conditions of those in temporary accommodation had a profound impact.There were 324 pieces of editorial coverage, the IKEA policy pages set up for the campaign received 11,300 visitors, there were over 3.5m impressions and over 32,000 engagements on LinkedIn alone.Post-camp...

Read More

Rewilding Mode

Prime Weber Shandwick

Client: Husqvarna

The idea is as simple as it is ambitious, creating the largest nature reserve in Europe – one lawn at a time. Rewilding Mode is the world ́s first feature designed to rewild private gardens so pollinators can thrive. Using state-of-the-art radar technology, the mowers were programmed to leave 10% of each lawn uncut, creating small natu...

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Uncomfortable Reality

MG OMD

Client: Age UK

Christmas is a hard and painful time for the 1.6m lonely older people, therefore Age UK once again needed to put loneliness back on the nation’s agenda and make them aware of the work Age UK does to support these people. However, with 70% less budget this year and an increasingly competitive marketplace, cutting through was going to be...

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Winnie the Pooh: The Deforested Edition

Fancliub x Eleven/TBWA Melbourne x TBWA Chiat Day (US)

Client: Who Gives a Crap

Imagine a world in which Winnie-the-Pooh didn’t have the Hundred Acre Wood. No homes for Owl, Eeyore or Piglet. Christopher Robin, wandering through a baron landscape. This is the alternate telling of the classic tale of Winnie-the-Pooh, which we showed the world to frame the problem of deforestation from non-recycled and non-bamboo to...

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Best use of Digital/Social Media

#TurnYourBack: Calling Out Toxic Beauty Standards with Dove

Mindshare UK

Client: Dove

In 2021, Dove commissioned research to understand the impact of digital image distortion such as filters and face tuning apps. The research found that almost half of girls with low body confidence feel they don’t look good enough without photo editing. Moreover, filters have become part of everyday life for 52% of girls, and 77% try to...

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AI Checking

Havas Play France

Client: Alpine

Sexism persists in the sports world, particularly in male-dominated fields like motorsports. Alpine, a French automotive manufacturer, launched the Rac(H)er program in 2022 to achieve 30% female representation in its teams within 5 years. In 2023, they still needed to remind people about the inequality that women face in motorsports an...

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Great Love opens hearts

Pablo | UNLIMITED & GREAT (Cabinet Office)

Client: The GREAT Britain & Northern Ireland Campaign

Our brief was to get the Australian LGBTQIA+ community (and beyond), who seek modern, open-minded nations, to consider coming to the UK, by celebrating the diversity of the UK’s flourishing LGBTQIA+ community.Survey findings revealed that for LGBTQIA+ Australians, the UK offers an important level of acceptance, with 81% believing the U...

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Launching GiffGaff: We're Up To Good

MG OMD

Client: giffgaff

giffgaff is a telco brand with a conscience. Founded 15 years ago with the simple mission to do mobile better, they have always put their members at the heart of everything they do. By championing value, flexibility and transparency they continue to break the rules of a category not well-known for it’s fairness. In 2022 they achieved B...

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Rewilding Mode

Prime Weber Shandwick

Client: Husqvarna

The idea is as simple as it is ambitious, creating the largest nature reserve in Europe – one lawn at a time. Rewilding Mode is the world ́s first feature designed to rewild private gardens so pollinators can thrive. Using state-of-the-art radar technology, the mowers were programmed to leave 10% of each lawn uncut, creating small natu...

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The Chat: the UK’s first WhatsApp drama series by

W Communications and BMB

Client: Breast Cancer Now

For not for profit Breast Cancer Now, W Communications and BMB created an innovative ‘first’ to provoke much-needed conversation around Women’s healthcare and breast cancer diagnosis. Dramatising the heart- breaking reality of a diagnosis, our WhatsApp drama series commanded 23 minutes of Women’s Hour airtime, caused TV’s Good Morning ...

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Best use of Technology

Action Stations

Hope&Glory

Client: Trainline and Missing People

Our campaign – in which missing people alerts were served within the Trainline app – delivered 368 pieces of national and regional media coverage.It reached 87% of the regular traveller core audience for the campaign 2.8 times.Research showed 71% of existing Trainline users felt more favourable towards the brand and traffic to the Trai...

Read More

More Performance, Less Carbon

UM and Greenbids

Client: Spotify

Spotify is committed to reaching net zero greenhouse gas (GHG) emissions by 2030. With over one quarter of their emissions coming from marketing, UM's perpetual brief is to find greener advertising solutions. With Spotify’s biggest marketing push of the year coming up, Wrapped, we saw an industry-first opportunity to test emerging GHG ...

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Rewilding Mode

Prime Weber Shandwick

Client: Husqvarna

The idea is as simple as it is ambitious, creating the largest nature reserve in Europe – one lawn at a time. Rewilding Mode is the world ́s first feature designed to rewild private gardens so pollinators can thrive. Using state-of-the-art radar technology, the mowers were programmed to leave 10% of each lawn uncut, creating small natu...

Read More

Tidy Roadsides

Hubbub

Client: Starbucks

The UK spends £1 billion every year on cleaning up litter. Roadside litter is especially tough to clear. It’s also damaging to nature: packaging harms wildlife and plastic fragments get into waterways, eventually joining the 80% of all ocean plastics coming from land.Tidy Roadsides set out to navigate a better way to tackle roadside li...

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Urban Heat Snapshot

Arup

As climate change increases temperatures in global cities, Arup launched its global Urban Heat Snapshot campaign to raise awareness of how urban design choices can improve (or worsen) city heat.Our campaign leveraged digital tools and AI from within Arup to map the most extreme “hot spots” within cities around the world. We also were a...

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