1
Grand Prix
Chip
Company
Cancer Council
Summary
We've partnered Cancer Council with Captcha to get people thinking about moles. Instead of the usual traffic lights and bridges, users prove they are human by clicking the squares with melanomas. It’s not easy to spot them and that’s the point. This campaign captures (captcha’s?) the audience and affects immediate engagement.
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1
Chair Award
Chip
7
Best ad without a visual
Nominated
Nominated
Entrant name
Grant Wilson
Summary entry description
By taking the well know Betting Company Ladbrokes logo and changing the position of the letter S we've now changed the logo to Lads broke which is one of the unfortunate symptoms of gambling, driving home the consequences of becoming addicted to Gambling.
Entry credits
Grant Wilson, Marketing Concepts
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Vinegar
Entrant name
Max von Mensenkampff
Summary entry description
Genius are in the business of words and the perfect fit for a campaign without visuals. With over 100m visitors to their site per month, it's clear that people want to find the right lyrics to their favourite songs. But from our research, it’s even clearer that some people have been getting the lyrics very very wrong. Let’s show the world some of the best wrong lyrics. Who even is Tony Danza?
Entry credits
Creative Lead - Max von Mensenkampff
Art Direction - Megan Ahern
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Vinegar
Entrant name
Frank Costello, Diego Angelucci, Paul Gygi
Summary entry description
We often put on a brave face when our mental health isn’t great, claiming to be
‘fine’ or ‘okay’ or ‘alright’ when in reality we’re anything but. Mind want to raise
awareness of this fact in a super simple way, using small text hidden within larger
text, with the smaller text revealing how someone is really feeling when they
pretend nothing’s wrong. By literalising sub-text in this way, Mind can help the
people of England – a country in which 1 in 4 of us experiences a mental health
problem each year – realise that to be struggling mentally is far from unusual.
Entry credits
Writer - Frank Costello
Designer - Diego Angelucci
Creative Director - Paul Gygi
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Nominated
Entrant name
Michael Hutton, Paul Gygi
Summary entry description
According to one NHS Trust, up to 70% of weekend admissions to A&E
can be attributed to alcohol. At a time when the NHS and Ambulance
service are both under huge strain, cutting down on booze not only
helps save your liver, it helps save lives.
Entry credits
Writer/Art Director - Michael Hutton
Creative Director - Paul Gygi
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Chip
Entrant name
Jonathan Crouch
Summary entry description
The push to reduce the amount of meat in our diets has continued apace, with Beyond Meat being among the brands leading the charge with their bold, heavily typographic branding.
Combining Beyond Meat's typographic style with the oft-used censoring asterisk, this video ad takes a number of popular meat products, and through replacing a letter with an asterisk, makes them sound rather less savoury. This helps challenge the customer's concept of meat as a desirable thing to consume.
Entry video
Entry credits
Creative - Jonathan Crouch
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Nominated
6
Best charity
Nominated
Entrant name
Ali Munro
Summary entry description
Food prices in the UK have risen as much as 43% in the last year alone, food banks are giving out more food than is being donated, and over four million people are choosing whether to heat or eat daily.
Our government's response: work more.
AisleHelp is a campaign against rising food poverty in the UK. Executed as a stunt the campaign hijacks the irresistible power of the reduced item sticker and inverts it to an 'Increased item' tag, drawing shopper's attention to rising food prices, raising money for food banks and holding the government to account.
Stickers were placed on the essential food items which had risen most in price, each sticker contained a QR code, which when scanned took shoppers to a landing page where they could donate money directly to The Trussell Trust and download their own sticker to help stick it to the scran. https://aislehelp.co.uk/
Entry video
Entry credits
Creative: Ali Munro
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Chip
Entrant name
Tom Birts and Laszlo Kiss
Summary entry description
We've partnered Cancer Council with Captcha to get people thinking about moles. Instead of the usual traffic lights and bridges, users prove they are human by clicking the squares with melanomas. It’s not easy to spot them and that’s the point. This campaign captures (captcha’s?) the audience and affects immediate engagement.
Entry credits
Tom Birts and Laszlo Kiss
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Nominated
Entrant name
Sarah Harvie
Summary entry description
Problem solving, play and communication all key components in fighting dementia. They are also the building blocks of Lego.
Partnering with Lego, The Alzheimer’s Society will launch Core Memory Blocks.
By uploading an image of a core memory, Lego will create personalised sets of building blocks for those struggling with dementia.
Building the Core Memory Blocks helps fight dementia and increase recollection of the specific moment. It also acts as a bonding experience for those dealing with Alzheimer’s and their loved ones, and leaves you with an object that helps you hold on to a moment you never want to forget.
Entry image
corememoryblock 01.pdf
Entry credits
Sarah Harvie
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Vinegar
Nominated
Entrant name
Taneya Vince & Charlotte Harwood
Summary entry description
Prime: A drink that’s caused chaos around the UK. Why? Because it’s got KSI and Logan Paul’s names on. It’s had hordes of fans queuing up day and night to get their hands on it, some less-than-scrupulous folk bulk-buying to sell at a premium online, and people throwing money at it on eBay. £150+ for a bottle of water? Yikes. As ridiculous as the hype around Prime is in itself, it’s thrown into the realms of the absurd when juxtaposed with the fact that 2.2 billion people worldwide don’t even have access to clean water. In the UK, you’ve got people fighting in shops over an energy drink; elsewhere, people with nothing have to walk miles for water that’s safe to drink – or go without.
Entry credits
Taneya Vince & Charlotte Harwood
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Nominated
Entrant name
Katie Kirk
Summary entry description
Whales are becoming increasingly more difficult to find. Blue whales are endangered and other species are critical.
Pollution on the other hand is not. It’s everywhere. And along with plastic waste, whaling and overfishing, it’s killing our sea life.
So to raise awareness of these issues on Earth Day, we created ‘Where’s Willy?’.
Inspired by Where’s Wally, this book challenges users to find the whale in amongst the ocean waste and attempt to free him. But of course it’s not that easy, and offers a realistic representation of our polluted planet.
Fun for children but with a hidden message, this idea was loved by WWF and shared across their social channels.
Entry credits
Holly Whitaker, Senior Creative at Journey Further
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7
Best use of honesty
Chip
Company or team name
Marketing Concepts
Summary entry description
By taking the well know Betting Company Ladbrokes logo and changing the position of the letter S we've now changed the logo to Lads broke which is one of the unfortunate symptoms of betting, driving home the consequences of becoming addicted to Gambling.
Entry credits
Grant Wilson, Marketing Concepts
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Nominated
Company or team name
Raw London
Summary entry description
Iceland rebrands to “Land” in protest at other supermarkets’ slow climate action.
Iceland are supermarket sustainability leaders having reduced their operational carbon by 74% since 2011, their food waste by 19.2% since 2018, and their own label plastic packaging by 20.5% since 2017.
But they’re ahead of the competition - and if other supermarkets don’t keep up, there won’t be any ice left! That’s why to raise awareness and demand action, Iceland are rebranding to just “Land” for the month of June.
Entry credits
Alexandra Agoshkova, Arron Moyce, Asia Zdunik, Charlotte Harris, Don Mike, Hannah Akitt, Laura Piccirillo, Tarun Shah, Tom Fuller, Trey Kyeremeh
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Nominated
Company or team name
Digital Radish
Summary entry description
The price of Heinz beans has been bumped up once again this year to a price so high they might as well be considered a luxury item.
Entry credits
Creative team: Ben Chamberlayne, Jack Toop, Daria Eliseeva, Marius Siddall
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Chip
Summary entry description
Problem: Testicular cancer is the #1 cancer in younger men. Early signs are easily detectable but men don't take enough notice of their balls.
Insight: For many years the discussion around Michelangelo's David has done the same with one of the main questions being asked “why does he have a small penis?”
Idea: Did he actually have a small penis?... Or are his testicles swollen?
How it works: After scanning the QR code, the users will be taken to a microsite which uses their camera. Once they have aligned the camera to David, he will come alive and demonstrate how to get to know your marbles better.
Entry credits
Rhys Delios Callanan
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Vinegar
Company or team name
Inkling Culture
Summary entry description
As of 2022, the increase in raw sewage released into UK waterways was 2,553% over five years. The Government’s strategy to deal with it was described as ‘flimsy’ by Labour leader Keir Starmer and we think this Government’s defence of all their lies is too.
This suggested bit of guerrilla marketing for the Labour Party’s next election campaign addresses two issues
faced by the UK at the same time – the environment and
a government that can’t be trusted.
Entry credits
Inkling Culture
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Nominated
Company or team name
Tallulah
Summary entry description
Introducing The World Leaders Expansion Pack for Cards Against Humanity. We all say the wrong thing every now and then, but we don't expect this from our World leaders. Well, we do now!
Entry credits
Adrian Whatman
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Nominated
Company or team name
BBD Perfect Storm
Summary entry description
We’ve all seen the world’s most wanted list. Full of dangerous criminals. There’s an irony in the word we use to describe these people – wanted. Because when it comes to the world’s most vulnerable, refugees. People whose only crime is having been displaced from the countries they love through war or famine or some other such catastrophe. Those that truly need our help. They’re anything but wanted.
Biased media coverage and the language politicians use has a real, negative effect on the public's perception of refugees. We’ll drive change by giving refugees the platform to tell their own stories in their own words, creating empathy and understanding.
THIS IS THE WORLD’S LEAST WANTED LIST
Entry credits
Robyn Bowman, Senior Copywriter, BBD Perfect Storm
Jacob Hill-Gowing, Senior Art Director, BBD Perfect Storm
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4
Best use of bad taste
Nominated
Entrant name
Terry Eeles
Summary entry description
A big thumbs-up here for The Colonel and his Secret Recipe. So good, so moreish, and so tasty, some fanatics would bite your hands off for it—or their own!
This simple poster takes that Finger Lickin’ Good slogan and product truth to an outrageous new level.
And not pointing any fingers, but I’m stumped as to why the client might reject it or consider this bad taste…
Entry credits
Terry Eeles (Terry & Charlie)
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Nominated
Nominated
Entrant name
Ella Whatman
Summary entry description
In 2018 Megan Merkle was our sweetheart Princess marrying into the Royal family. But this wasn't enough. As her PR machine took over our now newly crowned 'Princess of Privacy' still wanted to be the centre of attention, no more that the funeral of our beloved Queen.
Entry credits
Keavy Simmons
Charlie Ross
Adrian Whatman
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Chip
Entrant name
Harry & Hibs
Summary entry description
When it comes to beans, ketchup or tomato soup, it has to be Heinz. In October 2022 'Just Stop Oil' activists threw Heinz tomato soup onto Van Gogh's 'Sunflowers'. We use their stunt to prove that even when it comes to activism, it has to be Heinz.
Entry video
Entry credits
Luke Hibberd
Harry Marino
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6
Best shop window post card
Nominated
Nominated
Chip
Entrant name
Rigby & Cooke
Summary entry description
You don't use your hands to ascend these climbing-wall holds - instead you use your eyes! A series of four colourful die-cut postcards which are shaped like climbing-wall holds and designed to encourage membership at an indoor climbing centre.
Entry credits
Art director/designer: Anna Rigby
Copywriter: Heidi Cooke
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Nominated
Vinegar
Entrant name
Phai Dip
Summary entry description
Dan’s here to help you with your move, no matter how big (or small) the job is! This postcard is created in the shape of a removal van, borrowing other shop window postcards to illustrate the removal service provided.
Entry credits
Phai Dip
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Nominated
Entrant name
Romina Ciccioli
Summary entry description
Writer’s block is a condition, primarily associated with writing, in which an author is either unable to produce new work or experiences a creative slowdown.
Faber Academy’s most fundamental purpose is to support aspiring authors and give them the skills and confidence they need to produce the work they want to.
This window postcard is promoting an upcoming online workshop to help authors overcome writer’s block.
Entry credits
Idea by Romina Ciccioli
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7
Best use of celebrity
Nominated
Entrant name
MOCEAN
Summary entry description
If Ben Stiller, LeBron James, and John Travolta working with their kids to promote God of War were on your bingo card for how to shatter every PlayStation sales record then we're impressed. Bonus points if you had them in buckskin loincloths carrying a real ax embracing the teaching of Kratos.
Entry video
Entry credits
Greg Harrison - Chief Creative Officer, Director
Erica Coates - Chief Operating Officer, Executive Producer
Allan Gungormez - EVP Strategy, Concepting, Writer
Clark Rogers - Associate Creative Director, Concepting
Additional Writing: Jon Monson-Foon, Sean Clements
Alyson Fishbein - SVP Entertainment, Accounts
Renee Szostak - Account Director
Spencer Jarrold - Production Director
Hyeri Choi - Producer
Valerie Lopez - Supervising Producer
Amanda Cueva - Production Coordinator
Austin Sepulveda - Line Producer
James Heth - Line Producer
Chuck Ozeas - Director of Photography
Laurent Tulure - Production Designer
Matt Delamater - Creative Director, Editorial
Zachary Weinberg - Editor
Austin Cadman - Assistant Editor
Anthony Bonetti - Assistant Editor
Grace Kim - Graphics
Brian Strauss - Motion Graphics
Ken Peltan, Douglas Salkin, Scott Angel, Brandon Halverson - Post Production Supervisors
Joseph Whiting - Colorist /Conform Artist
James Knott - Colorist
Andrew Handrich - Conform Artist
Brian Magill - Audio Mixer
Eric Lempel - Senior Vice President & Head of Global Marketing
Jill Erb - Senior Director Marketing Partnerships Activations & Events
Kosi Egbuta - Director, Talent & Influencer Partnerships
Tala Rodriguez - Sr. Manager, Talent & Influencer Partnerships
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Vinegar
Nominated
Entrant name
Luciano Jacob
Summary entry description
During the 2018 World Cup, Neymar's dramatic falls went viral. And what did Brazilians do? Well, what they do best: memes.
Having seen a number of these collapses, inspiration hit. I created the NeyType, an exclusive typography out of the famous, or infamous, footballer Neymar, notorious for "Oscar-worthy" falls on the field.
The font was initially created as a joke, shared on social media as a funny way to commemorate Neymar's antics on the field. But it quickly became popular, downloaded over 30 thousand times in 2 days, being shared by 9gag, BuzzFeed and even celebrities like Julieta Venegas on Twitter and being featured on media outlets worldwide like CNN, BBC, ESPN.
Its unique style made it perfect for brands to inject a bit of humour into their designs and capture the attention of younger audiences, leading to being used on promotional materials, although I never approved for commercial use.
Entry video
Entry credits
Concept and Design: Luciano Jacob
Copywriter: Rafael Figueiredo
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Chip
Vinegar
Entrant name
Andy McLane
Summary entry description
Harry Windsor's book has got a mixed reaction and is surely no work of literature that will have a lasting emotional affect upon the great British public. Imagining the universal reaction to Harry's plight we hijacked an existing brand name for an opinion (and also a suggestion on where Harry's book might be best enjoyed). Sorry Harry.
Entry credits
Art Director / Copywriter: Connie Whittle
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Nominated
Entrant name
Beckie
Summary entry description
How do you engage Gen Z in conversations around the environment? Through memes and Y2K, of course. And who better than 2000s icons, Paris and Nicole.
That’s hot, but climate change isn’t.
Entry video
Entry credits
Beckie Witts, Neve Ball, Josh Fletcher
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Nominated
Entrant name
Sam Kent
Summary entry description
It’s a little over a year ago that Will Smith entered the Academy Award’s Hall of Shame for smacking the shit out of Chris Rock. It’s an event that made Hollywood history and sparked a lot of debate. We’re not going to get into all that. But we did wonder what brand might come out in support of the actor. Long ago, children were told to wash their mouth out with soap for verbal vulgarity. The adult version, naturally, is Listerine’s oral care.
Entry credits
Matt Hart
Dani Stewart
Ed Gould
Sam Kent
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5
Best vandalism of an existing ad
Nominated
Company or team name
TMW Unlimited
Summary entry description
BA’s recent ‘A British Original’ campaign helped tempt thousands of fliers back into the air following the pandemic. All well and good, but surely there’s a means of travel that doesn’t destroy our planet – or leave you stuck in a miserable departure lounge every time you fancy a mini break. This parody campaign pokes fun at the obvious drawbacks of short-haul flying with an added Eurostar-flavoured je ne sais quoi.
Entry credits
Brian Brady/Phil Rhodes – Creative Director
William Baxter – Copywriter
Evelina Barzdaite – Designer
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Nominated
Nominated
Company or team name
krow
Summary entry description
We take a recent Airbnb campaign that highlights their accommodation categories, and create a new category that highlights the climate crisis.
Entry credits
Mark Lees - Creative Director - krow Group
Kieran Ainsworth - Senior Copywriter - krow Group
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Chip
Summary entry description
In December 2022, the UK government launched their 'It all adds up' campaign – advising the public on 'simple, low or no-cost actions' they can take to cut their household bills amid the cost of living crisis. Seems a bit rich when energy companies like Shell have been recording sky-high profits in the same period. Our campaign takes those ads and dials the absurdity up to 11, to highlight how ineffective their tips actually are – and how we should be demanding real solutions instead. Like a competent government for starters.
Entry credits
YOU Agency
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Vinegar
Company or team name
Foe
Summary entry description
In 2022, AMV BBDO created a visually stunning summer campaign for Diageo, a build on the “Looks like Guinness” concept. These ads were widely celebrated, but needed to be vandalised to show the potential dangers of drinking and swimming. On average 80 people lose their lives each year through substance-related drowning in the UK and by showing the reality of what that “Looks Like”, I turned these award-winning alcohol adverts into a drowning prevention campaign for the RLSS.
Entry video
Entry credits
Concept/Design - Shane W. Brennan
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5
Most woke
Nominated
Entrant name
Tangerine
Summary entry description
When Sam Smith said "I'd love to be a fisherthem" on the BBC's One Show in February, the outraged reaction from some quarters was inevitable.
We live in a world still coming to terms with people who identify as non-binary - it is a memorably unusual word. It's also the perfect opportunity for this iconic brand to position themselves on the right side of history as an active ally of non-binary people.
Entry credits
Creative team: Every single person at Tangerine
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Nominated
Entrant name
ZEAL
Summary entry description
In 1865, most Fishermen were probably men, but come on, it’s 2023. You can’t pigeonhole a sore throat, so we’re introducing a bold new identity inspired by modern progressive Sam Smith. Fisherthem’s Friend. Just don’t assume their flavour.
Entry credits
Ben Boothman, Sam Cartwright, Simon Newsome, Pippa Moy, Scott Tyzack, Aron Bretman, Cerys Risley, Charlotte Parker, Fran Rainforth, Jen Driver, Miruna Popa, Mike Jacques
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Nominated
Entrant name
Benjamin Scott
Summary entry description
The iconic Henry and Hetty are the go-to vacuum cleaners for tradespeople and businesses everywhere. While the vacuum stands up to the test of time, their binary gender branding doesn’t.
Over half of millennials and Generation Z believe that the traditional gender binary is already outdated. It’s time Henry came out of the box.
Meet Henby – a nod to the product’s past and a smile to its future. Inspired by the term ‘enby’ (short for non-binary), they’re for every non-binary person (and ally) who wants to clean up without gender identity making a mess of things.
They can even customise their own Henby online – picking a pride flag for the body, adding eyes that look ‘totally you’ and choosing a smile that says it all.
Henby – it’s still the same great vacuum, just a bit more true to themselves.
Entry credits
Concept: Benjamin Scott and Michael Howes.
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Vinegar
Entrant name
YOU Agency
Summary entry description
‘Maybe she's born with it, maybe it's Maybelline’ – undoubtedly one of the most memorable straplines of all time. Only problem is, it’s a bit out of touch with the modern world and the countless gender pronouns that exist today, so we’ve given it a fresh makeover to appeal to just about everyone. Because maybe we’re all born with it.
Entry credits
YOU Agency
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Chip
Entrant name
Next-DC
Summary entry description
In today’s reality, social media trolls are by far the most powerful tool for public opinion manipulation. One of the most targeted (or should we say attacked?) countries in the last decade is Bulgaria. And the beginning of the war in Ukraine has made things even worse. Large portions of the population have started to believe in and even spread Russian propaganda.
Trying to fight Putin supporters with valid arguments is a lost cause. But this doesn’t mean you should hold back. That’s why our team came up with a simple, yet effective weapon which is capable of ending every online argument in your favour. A weapon that sends pro-Russian trolls to their happy place.
Entry video
Entry credits
Maria Todorova - Creative Director
Stefan Alexandrov - Senior Copywriter
Bastien Herve - UX Designer
Bastien Herve - Animator
David Szucs - Web Developer
Stanislav Alexiev - Web Developer
Atanas Angelov - Project Manager
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6
Best ad - most likely to get us in deep-shit
Chip
Nominated
Entrant name
Kevin Delsanter
Summary entry description
Playing a lottery scratch-off ticket was a fun, innocent way to spend the time. Until we made references to a little “self pleasure” in this cheeky Ohio Lottery TV campaign.
Entry video
Entry credits
Eric Holman - Creative Director/Art Director
Kevin Delsanter - Creative Director/Copywriter
Jamie Venorsky - Chief Creative Officer
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Nominated
Entrant name
Elaine Adam-Harris
Summary entry description
Sadly, the news is flooded with stories of suicides relating to social media. Recent research found that TikTok exposes children to suicide content within 2.6 minutes of joining the platform. A truly worrying statistic. Our ad reflects this dark side of TikTok.
Entry credits
Broken Antler - Elaine & Ben Adam-Harris
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Chip
Entrant name
Next-DC
Summary entry description
In today’s reality, social media trolls are by far the most powerful tool for public opinion manipulation. One of the most targeted (or should we say attacked?) countries in the last decade is Bulgaria. And the beginning of the war in Ukraine has made things even worse. Large portions of the population have started to believe in and even spread Russian propaganda.
Trying to fight Putin supporters with valid arguments is a lost cause. But this doesn’t mean you should hold back. That’s why our team came up with a simple, yet effective weapon which is capable of ending every online argument in your favour. A weapon that sends pro-Russian trolls to their happy place.
Entry video
Entry credits
Maria Todorova - Creative Director
Stefan Alexandrov - Senior Copywriter
Bastien Herve - UX Designer
Bastien Herve - Animator
David Szucs - Web Developer
Atanas Angelov - Project Manager
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Nominated
Entrant name
Benjamin Scott
Summary entry description
We couldn’t be in deeper shit. Who would have expected that 30 years after UK water companies were privatised, we’d see millions of hours of raw sewage poured into our rivers and seas every year?
So where are our water rates going? OFWAT reports that in 2021-22 the water industry only spent 68% of its forecast enhancement cost allowances while paying out over £1bn in dividends (up over 122% on the previous year!).
As Water UK speaks on behalf of UK water and wastewater companies, we wanted to give them an ad campaign that makes customers aware of their crucial role in funding water industry shareholders, and some sound advice for swimmers: stay out of the water. After all, you’ve swallowed enough shit already, haven’t you?
Entry credits
Concept: Benjamin Scott. Art direction: Stevie Saunders.
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Nominated
Entrant name
Jamie Lennox
Summary entry description
Vegan Friendly is on a mission to help humanity save the planet. To do this, they need to blast through people’s apathy, cognitive dissonance, and hypocrisy.
Aimed squarely at people who sit on the fence, this TV spot was designed to shock and get virtue signallers to make the connection between what they’re saying and what they’re eating.
Clearcast were understandably worried about the animal sequences, but ultimately cleared it for broadcast after we pointed out the clips were all things you see normalised in cooking shows or nature docs. The grotesque close-ups, shock edits and juxtaposition to the contradictory statements made by the characters are what create the impact. Cue the predictable controversy, public outrage and eventual banning of the ad. Safe to say our brief to stir people out of complacency, get conversations started and stir shit amongst the wokerati was nailed!
Hope you agree.
Entry video
Entry credits
Client: Vegan Friendly
Agency: Hotwolf
Writer / Director: Jamie Lennox
DoP: Don McVey
Producers: Tom Bursnall, Riyad Barmania, Ineta Zabielska
Cast: Emma Meyrowitz, Andrew Broomfield-Strawn, Alex Kapila
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7
Best ad based on a topical event
Vinegar
Entrant name
Rhys Delios Callanan
Summary entry description
Insight: The U.S. Congress Hearing for TikTok has blown up the internet with the wildly ridiculous and unhinged questions asked.
Idea: You’re not a competent government official when you’re hungry.
*These are real quotes from U.S. government officials.
Entry credits
Rhys Delios Callanan
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Chip
Entrant name
Krow Central
Summary entry description
We mark the King’s Coronation Day on May 6 with a cheeky typography-based ad.
Entry credits
Paul Wallett - Executive Creative Director - krow Group
Steve Smith - Senior Copywriter - krow Group
Mike Wykes - Senior Designer - krow Group
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Nominated
Nominated
Entrant name
Phil Dobinson
Summary entry description
Prince Charles waited 70 years and 147 days to become King of the United Kingdom and the other 14 Commonwealth realms. This is the longest wait by an heir in British history and has meant Charles has been preparing for his role as King for his entire life.
Leveraging the Guinness brand and slogan, this [ad/concept] celebrates Charles' patient wait to ascend the throne. Congratulations your Royal Highness, good things really come to those who wait.
Entry credits
Phil Dobinson, Design Director
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Nominated
Entrant name
Pitch Studio
Summary entry description
With the Coronation of Kings Charles III fast-approaching, Marmite asks the question on everyone's lips. Zoom in for detail.
Entry credits
Ryan Lissamore - Art Director
Olly Abbott - Art Director
Ryan Lacey - Head of Content
Tom Rouse - Creative Director
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Chip
Nominated
Entrant name
Matt Wyatt
Summary entry description
Last year, King Charles made headlines when he lost his calm (“I can’t bear this bloody thing!”) over a leaking pen. Pity - had he used Mont Blanc, he could’ve saved himself the frustration.
Entry credits
Matt Wyatt / Senior Designer
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5
Best ad for a category we have not yet thought of
Nominated
Entrant name
Paul Collett
Summary entry description
The category that you haven't thought of yet is Best Brand Collaboration. And what better way to show this than getting two of the biggest brands in the world and, bringing them together to celebrate the music of Star Wars. Taking the John Williams' classic Star Wars themes and teaming up with Daft Punk to produce the dance/electronic music we didn’t know we all wanted. Using iconic silhouettes from the films and fusing them with disco music equipment to produce this limited run of four album covers.
Entry credits
Paul Collett
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Nominated
Chip
Entrant name
Marc Huenerwadel
Summary entry description
Farming Simulator is one of the best-selling games
in Europe and also one of the most popular on Twitch.
After hours of screen time gamers seek a way to relax
without turning off the computer. And what ASMR
is to the ears, Farming Simulator is to the
exhausted gamer’s soul.
We create the first ever Heinz Sauce made out of
digital ingredients only. What is harvested online,
gets produced in real life.
Entry video
Entry credits
Luca Priestersbach, Ali Kneer, Marc Huenerwadel
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Nominated
Entrant name
Luke & Tom
Summary entry description
University and festivals are a time for exploration, discovery and experience.
So when Barclays wanted to make festival goers aware of their Student Additions Account at Reading and Leeds Festival, we knew we had to catch our audience's attention.
Now, if there’s one thing students and festival goers have in common, it’s sex.
So what better way to reach our audience than with a series of condoms designed to empower young people to make (slightly more) informed decisions about banking and bonking.
Entry video
Entry credits
Luke Gray & Tom Carr
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Nominated
Entrant name
Paddy O'Mahoney
Summary entry description
Winning ad awards takes hard work and the odd late night, so the Public House cut up their advertising awards and turned them into pieces of jewellery to give their their understanding loved ones a share of the credit on Valentine's Day.
Entry video
Entry credits
Creative Director: Colin Hart
Associate Creative Director: Paddy O’Mahoney
Junior Copywriter: Patrick Dunne
Managing Director: Catrióna Campbell
Strategy Director: Sarah Walsh
Group Account Director: Terri Turner
Account Executive: Siddharth Aghi
Senior Designer & Photographer: Trevor Nolan
Motion Graphics Animator: Kevin Hughes
PARTNER CREDITS
Jewellery design: Edge Only, Jenny Huston
Videography: Taller Stories, Steve Sheehy
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3
Best ad for relative or friend
Vinegar
Entrant name
Dan Stettler / Henry Hardwicke Carruthers
Summary entry description
Families and friends can be complicated, especially when you’re visiting from overseas. So when your sibling insists she needs a kidney, father wants to marry you off to a Prince, or your mother is about to taint your honeymoon with embarrassing baby photos, remember that with an easyJet Flexi-Fare, you can bring your return flight forward, or push it back. Empowering you to get away, whenever circumstance may force you. Get Away, Whenever is an OOH campaign for easyJet.
Entry credits
Dan Stettler / Henry Hardwicke Carruthers
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Entrant name
Yuka Negoro
Summary entry description
My 11 years old son has recently been given detention at school for forgetting to wear his blazer. However… he’s never forgotten to wear his shoes to school. So, why not give him a checklist he can’t possibly miss? A checklist, on the insoles of his shoes. A list of all the essential items he needs to avoid detention, in an unmissable location.
The insoles, sponsored by YoungMinds – a children’s mental health charity – are made in collaboration with Scholl, and would be customised at the online order stage to fit your forgetful child’s needs. They’re a way to ensure your child puts their right foot forward everyday, supporting their mental wellbeing.
Entry credits
Yuka Negoro, Lucy Prior
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Chip
Entrant name
James Swan
Summary entry description
If you have kids you'll understand.
Everything about this 2-dimensional pig they call Peppa makes me want to shove an apple in her mouth and boil her in full-fat coke!
Her voice, her selfish entitled attitude, the way she never says thank you... and let's not mention how she treats poor Daddy Pig.
I think I speak for all parents when I say – "F*ck you Peppa, and can someone pass the apple sauce, please"
Entry credits
James Swan
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6
Best ad most likely to help humanity
Nominated
Entrant name
Sarah Bahsali, Marie Scherpe, Rafter Manguiat
Summary entry description
Surviving a stroke is already a triumph. But with rehab being too expensive and inaccessible, it's easy to lose motivation and just give up on recovery. If this happens, their health is at an even bigger risk.
Barilla noticed that every pasta shape requires its own unique set of motor skills—the same ones that are retrained during stroke rehab.
So, we created a pasta box set that serves as a motor skill retraining program—one that's affordable and accessible, so that you won't skip a day without recovery.
Entry video
Entry credits
Schools: Miami Ad School Europe, Miami Ad School Toronto, Miami Ad School Madrid
Art Directors: Sarah Bahsali, Marie Scherpe
Copywriter: Rafter Manguiat
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Vinegar
Entrant name
Impero
Summary entry description
In May 2022, the WHO announced cases of MPox had been identified in several countries across the world.
In the UK, the LGBTQI+ community was disproportionately affected – not helped by the UK media having pushed a narrative full of stigma, and a slow 2nd dose vaccine roll out.
We wanted to cut through the judgemental tones of mainstream media and provide a PSA campaign in locations where those who needed support most can access it - while celebrating London’s vibrant queer scene, and giving hope that things would soon go back to normal. We created a sticker campaign, and took over the toilet stalls of bars and clubs across Hackney, with a lighthearted and judgement-free campaign, helping people to recognise the symptoms, self-diagnose and, most importantly, gain instant support discreetly through their phone using a QR code directly to the NHS support page.
Entry credits
Alec Carluen - Senior Creative
Charlotte Willcocks - Head of Strategy
Jimmy - Senior Designer
James Parkinson - Motion Designer
Longbin Li - Design Director
Faazila Ashram - Senior Account Manager
Grace - Project Manager
Tyler Kelly - Photographer
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Vinegar
Entrant name
Bluestep Solutions
Summary entry description
There are hundreds of unused telephone boxes across London ready to be adapted through the BT ‘Adopt a Kiosk’ scheme. We thought, why not team up with Mind to give them a new lease of life and turn them into mental health sanctuaries?
Introducing… the Mind Mental Health break boxes, a fully soundproof safe space that features mood lighting and a digital display screen supplying soundscapes and other mindful exercises to help unwind and take a break from the hustle and bustle of busy London life.
We’ve also included a direct line to the Mind helpline that can be used as a helpful alternative to reach the vital mental health support offered by the charity that was accessed by 128,000 people in 2021-22.
So step in to check in - our helpline could be a lifeline!
Entry credits
Harley Jaquest - Creative Lead
Andrew Bremmler - Senior Designer
Jack Dodson - Designer
Mark Craig - Creative Account Manager
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Nominated
Entrant name
Dongho Kang
Summary entry description
We would like to propose an idea for modern people who are always exposed to the threat of text neck syndrome: making a password pattern based on neck stretches so that they can naturally practice neck stretching in daily life. The method is simple. You can make a five-digit password based on four stretching patterns, and use the recorded cellphone’s screen time so that when the phone has been used for a prolonged time, it need to be unlocked again through the Stretching ID. Stretching ID will help modern people who use their phones very often to prevent turtle neck syndrome by encouraging them to stretch when needed.
Entry video
Entry credits
Ideation5555 Team -
Dongho Kang(Creative director), Nam MinJi(Copywriter), Jeong hyunwoo(Art director), Hwang MunJu(Art director), Ji Minkyu(engineer supervisor)
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Nominated
Entrant name
Sarah Bahsali, Marie Scherpe, Rafter Manguiat
Summary entry description
Coffee grounds are 28x a worse pollutant than carbon dioxide. Unfortunately, the world throws out 18M tons of it every year. Nespresso, one of the world's biggest coffee brands, recognized that it's part of the problem. So, they created the Coffee Brick—a sustainable construction material made with coffee waste.
The innovation will first be launched in Colombia—home of Nespresso farmers—where disaster struck with Hurricane Julia. Coffee Bricks are used to rebuild the country's destroyed villages and communities. We also encourage coffee lovers to send us their coffee waste and competitors to adopt the initiative.
Entry video
Entry credits
Schools: Miami Ad School Europe, Miami Ad School Toronto, Miami Ad School Madrid
Art Directors: Sarah Bahsali, Marie Scherpe
Copywriter: Rafter Manguiat
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Chip
Entrant name
Ledger Bennett
Summary entry description
It’s the guns. A collection of ads that take well-known works of art in U.S. collections and inserts bullet holes to show how the intrusion of gunfire ruins beautiful, collective moments. The campaign calls attention to the work of Moms Demand Action, a grassroots movement of Americans fighting for public safety measures to protect people from gun violence, with a call to action to join their efforts via text. The ads will be depicted in out-of-home large format in high-trafficked commute and tourist gathering spaces.
Entry credits
Aleksandra Walker, Andrew Barnes-Jones
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6
Best ad that was rejected by a client
Nominated
Entrant name
Jenni Smit
Summary entry description
Poaching has seen a growth of 9,000%, most illegal activity occurring in the Kruger National park. Millions of tourists visit each year, with increasingly better internet coverage, it has become a standard to post selfies on social posing with endangered species, frequently present in these parks. The problem is that people are able to geo tag locations, aiding poachers to locate and kill these animals who are disappearing at an alarming rate. We'll rebrand selfies in national parks with #killerselfie, raising global awareness of what this dangerous behaviour on social can lead to. We'll kick off by ring fencing the biggest national park in South Africa, Kruger National Park, so when users try to geo tag their location it will be replaced with the message #killerselfie. On tagged posts within this zone, the national park’s social community management team will educate the selfie taker and greater public.
Entry credits
Jenni Smit - Head of Design
Diego Chicharro - Senior Strategist
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Nominated
Entrant name
Paul Bowen
Summary entry description
*Coughs* With cold and flu season in full flow, and Belfast having been awarded the ‘prestigious’ title of one of the Top 5 cities in the UK for traffic congestion, this topical execution gave Translink (public transport providers across Northern Ireland) a prime opportunity to take advantage. We’d position Translink as the tonic needed to deliver relief from severe congestion. Twice daily, before and after work, for a stress-free day… and, of course, if symptoms persist, call in and grab yourself a money-off Smartlink Card – a prescription worth having!
Entry credits
Paul Bowen -Executive Creative Director: paul.bowen@ardmore.co.uk
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Nominated
Entrant name
This is Tommy
Summary entry description
Guinness have just launched a 0.0% on draught - something for the whole family to celebrate.
Entry credits
Tommy Willis - Creative Director - This is Tommy
Dan Jones - Senior Creative - This is Tommy
Alex Robertson - Creative - This is Tommy
Sian Wong - Creative - This is Tommy
Jack Kirk - Creative Placement - This is Tommy
Ollie Hills - Creative Placement - This is Tommy
Sean Chambers - Chief Creative Officer - This is Tommy
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Chip
Entrant name
Teko Mamaladze
Summary entry description
To raise awareness about testicular cancer, we created eye-catching egg packaging that comes in sets of two. The packaging will have a QR code, linking customers to either a self-exam tutorial or booking a visit for a free testicular check-up.
Entry credits
Art Director - Teko Mamaladze
Copywriter - Teko Mamaladze
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Vinegar
Entrant name
Journey Further
Summary entry description
*“Having sex with someone you don't live with is illegal from today under coronavirus lockdown laws”. That’s the life we were all living back in 2020. No wonder we all felt so sexually frustrated.
So what do you do if you’re looking to scratch that itch? Where can you go to find your ride? For many it’s Tinder. And it’s why it was the perfect place to show off Nasty Gal’s range of sex toys.
We created a profile for each of the toys with fun and satirical bios that show off the product features and personality. From ‘good vibes’ to ‘tied up not tied down’, these profiles were packed with hilarious innuendos and subtle digs at the world of dating.
This rebellious and unexpected tone of voice aligned perfectly with the Nasty Gal brand.
*https://www.standard.co.uk/news/uk/sex-illegal-england-coronavirus-lockdown-restrictions-a4456506.html
Entry credits
James Thorogood, Copywriter at Journey Further
Maria Lookmanji, Junior Designer
Holly Whitaker, Senior Creative
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Vinegar
Entrant name
Luke & Tom
Summary entry description
University and festivals are a time for exploration, discovery and experience.
So when Barclays wanted to make festival goers aware of their Student Additions Account at Reading and Leeds Festival, we knew we had to catch our audience's attention.
Now, if there’s one thing students and festival goers have in common, it’s sex.
So what better way to reach our audience than with a series of condoms designed to empower young people to make (slightly more) informed decisions about banking and bonking.
Entry credits
Luke Gray & Tom Carr
Entry video
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5
Best ad that will get you hired
Chip
Entrant name
Khurram Hussain
Summary entry description
Made from the world’s most famous taglines, this open-source idea invites brands to get generous with their taglines on social media platforms. They Tweet a subverted version of their tagline to support the Covid-19 vaccination drive by the WHO and then nominate other brands to join in.
But it doesn’t stop there. #LendYourTagline works for global brands and it works just as well for locally famous brands across the globe. Locally and regionally famous brands can subvert their taglines, opening the campaign to countless languages including Portuguese, Spanish, Italian, French, German, Urdu, Hindi, Russian, Japanese, Punjabi, Swahili, Mandarin, Arabic among many others.
#LendYourTagline can be the largest vaccination campaign. And certainly, the most famous.
Entry credits
Khurram Hussain - Copywriter, Art Director
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Vinegar
Entrant name
Ned Harvey
Summary entry description
Graphic design app Canva wanted a campaign demonstrating how anyone can create stunning graphs using their intuitive software.
Sometimes a chart tells you everything you need to know.
Entry credits
Copy and Design: Ned Harvey
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Nominated
Entrant name
James Goodwin Davies
Summary entry description
I have created a totally legitimate online creative recruitment portal powered by AI... apparently.
It's designed to connect talent acquisition partners with the perfect match for their advertising agency. There's no sign-up form, or fee, and absolutely no input required. It's all sorted in one click or touch of a button. JUST GREaiT DESIGNERS just knows! It's amazing...
The catch? This website only ever throws out one candidate – Me! But then again, hopefully I'm the only catch they'll need.
Entry credits
Concept & Design - James Goodwin Davies
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Nominated
Entrant name
Sam Bennett
Summary entry description
A campaign to help LEGO stand out amongst a sea of copycat products. Their origins as the very first construction block toy provided the key thought to present them as a tool of inspiration throughout human history. Inspiring mankind to build, create and discover, while also putting a twist on LEGO's philosophy of "Inspire and develop the builders of tomorrow".
An additional element of the campaign focuses on museums and the fact that they are often thought of as places of learning, discovery and imagination. These values also perfectly illustrate LEGO as a brand, so putting LEGO imagery and objects in these settings too seemed a no-brainer. Labels next to each item give a fictional yet believable and playful backstory.
Entry credits
Sam Bennett - Designer
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Nominated
Entrant name
Reflect Digital
Summary entry description
Brittany Ferries specialise in short breaks for keen holidaymakers. We decided to create a set of ads designed specifically for ‘desk’ workers who are in need of a break, combining posing questions with a keyboard ‘key’ imagery. The direct use of personalisation increases the likelihood that the audience will engage with the ads since we pay more attention to things when they are relevant to us, increasing their ability to stand out and remain memorable.
Ads would be run during key points of the day, ‘time to esc’ at the end of the day (or the start of the day!), 'work out of ctrl' mid-day, ‘another long shift’ after hours for those working late, while ‘in need of some sun’ would appear during dull, or wet days. The ads would also work well as tube-train ads or via out-of-home, appealing to commuters.
Entry credits
Nick Harris, Creative Designer
Wayne Oliver, Creative Lead
Kiran Webster, Behavioural Strategist
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5
Best campaign from the future
Nominated
Nominated
Entrant name
Sarah Purvis
Summary entry description
The price of Heinz beans has been bumped up once again this year, with a single can now fetching up to £1.70 each. So we’re taking things to their logical conclusion, imagining a future where they have become the very height of luxury and indulgence.
Entry credits
Creative team: Ben Chamberlayne, Jack Toop, Daria Eliseeva, Marius Siddall
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Chip
Entrant name
Benjamin Scott
Summary entry description
Who wants boring old pork or lamb for dinner when you can really get your teeth into musical pioneer Will.i.Ham or racing champion Jenson Mutton?
Introducing MeatStars®, the first company in the world that lets you eat your celebrity heroes. Launching wherever it’s legal* MeatStars® takes advantage of the latest cultivated meat technology. Without harming any A-list celebrity, MeatStars® takes cell cultures from popular icons and grows their edible flesh in bioreactors.
With over 150 companies around the world competing to create meat from sampled DNA, MeatStars® is taking the lead to bring heroes of sound, stage and sport to a wider audience through exclusive supermarkets and restaurant deals.
MeatStars® is humane, animal-friendly and carbon-neutral. And it’s coming to a store near you.*
*Lab-grown celebrity meat is currently only legal in Singapore and the USA.
Entry credits
Concept: Benjamin Scott. Art direction and additional ideation: Rob Hines.
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Nominated
Entrant name
Phai Dip
Summary entry description
Due to the cost of living crisis, more and more people have turned to sex work to stay afloat as inflation nears 11%. It is predicted that in 5 years’ time sex workers will increase by a staggering 30% in the UK alone. This prostitute starter kit provides useful information and products to help them stay safe while making an honest living, because #ProstituteLifeMatters.
Entry credits
Phai Dip
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Nominated
Entrant name
&.LAB
Summary entry description
G . F Smith set out to create an “homage to paper”.
They describe paper as “the building block of civilisation”, so we took this literally. The outcome is set 15 years in the future, for G . F Smith’s 150-year anniversary. REPAP is the next evolutionary stage of paper, a building material for the future made from the paper waste of the past. REPAP takes its shape from G . F Smith's current sample books, embodying a sample brick to be sent out to prospective customers, available in variety of weights, textures and colours, just as versatile as their traditional paper ranges.
Entry credits
Ellie Batton, Sam Griffiths, Charlotte Vildyaeva-Grieve, Matthew O'Dea, Josie Harrison, Georgie Moffat
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4
Best campaign from the past
Chip
Entrant name
Luciano Jacob
Summary entry description
During the 2018 World Cup, Neymar's dramatic falls went viral. And what did Brazilians do? Well, what they do best: memes.
Having seen a number of these collapses, inspiration hit. I created the NeyType, an exclusive typography out of the famous, or infamous, footballer Neymar, notorious for "Oscar-worthy" falls on the field.
The font was initially created as a joke and shared on social media as a funny way to commemorate Neymar's antics on the field. But it quickly became popular, downloaded over 30 thousand times in 2 days, shared by 9gag, BuzzFeed and even celebrities like Julieta Venegas on Twitter and featured on media outlets worldwide like CNN, BBC, ESPN.
Its unique style made it perfect for brands to inject a bit of humour into their designs and capture the attention of younger audiences, leading to being used on promotional materials, although I never approved it for commercial use.
Entry video
Entry credits
Concept and Design: Luciano Jacob
Copywriter: Rafael Figueiredo
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Nominated
Entrant name
Rowan Usher
Summary entry description
Your average person is blissfully unaware that unread/junk emails contribute to global CO2 emissions.
We want to raise awareness and create positive behaviour change to combat this.
Entry credits
Rowan Usher
James Swan
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Nominated
Nominated
Entrant name
Eline Cottyn
Summary entry description
What if our ancestors had the same marketing tools as we have now?
Fire was an essential discovery for caveman to live self-sufficiently. The fact that it became portable, ‘wireless’, was a big step forward and an evolution towards a form of incipient luxury. This new function is addressed in the ad.
This design refers with a nod to the simplicity and cleverness of Apple’s advertising strategy: a sober design with straightforward copy.
Entry credits
Mathilde Lampe, Eline Van Der Gucht, Eline Cottyn, Guillaume Janne, Luciano Miglio, Dina Tassenon, Alies Eechaute, Arthur Vermeren, Jasper Baele, Jens Simoens
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5
Best campaign to promote the Chip Shop Awards next year
Vinegar
Entrant name
Rhys Delios Callanan
Summary entry description
Insight: Chip Shop Awards are more freeing, accessible and creatively rewarding than other advertising awards (and they also give you a chip or a bottle of malt).
Idea: An award show with more bite.
Execution: Leveraging the roots of the Chip Shop Awards, this campaign adapts the poster that started it all. The campaign then extends by using other advertising awards' logos to show that Chip Shop is the most fun ad show out there.
Entry credits
Rhys Delios Callanan
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Nominated
Entrant name
Tara O'Carroll
Summary entry description
The campaign focuses on contrasts and controversy to explain the Chip Shop Awards celebration of creativity without limits. Any font is allowed. Any images are allowed. Any ideas are allowed. From wearing double denim to invading another country, the Chip Awards is a platform with no boundaries, where anything and everything is allowed.
Entry credits
Tara O'Carroll
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Nominated
Chip
Entrant name
Michael Hutton, Paul Gygi
Summary entry description
Unlike other advertising awards that are restrictive in terms of what ideas
can be entered, how they are entered, and stupid things like copyright, the
Chip Shop Awards gives people free rein to do whatever they like to win an
award. This really is creativity without limits.
Entry credits
Writer/Art Director - Michael Hutton
Creative Director - Paul Gygi
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Vinegar
Entrant name
Tommy Carter
Summary entry description
To win a Chip Shop award is special for any creative. It’s a little bit punk. Cooler, edgier, even. Something that sets them apart from the more mainstream awards. Even the Chip Shop logo pokes fun at the D&AD pencil. This idea runs with that idea. It says ‘stand out’ from the other awards. It’s use of repetition across the page, is a fun dig at those awards and then, somewhere in the crowd, is you. A lone individual, with a stand-out idea and stand-out creative sensibilities. The ad is both a celebration of the Chip Shops and a challenge to enter (and win) one.
Entry credits
Tommy Carter (design), Damian Scott (copywriter), Wayne Jordan (art direction), James Coogan (design)
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6
Best concept which seriously should run in real world
Chip
Entrant name
ZEAL
Summary entry description
Each year around 2,400 men in the UK are diagnosed with testicular cancer. That’s more than six diagnosed cases every day, making testicular cancer the most common cancer affecting men aged 15 to 34. Every April, Testicular Cancer Awareness Month highlights the challenges and threats of testicular cancer and celebrates progress toward prevention, diagnosis and breakthroughs in treatment. In this campaign, The National Lottery came on board to get more men to check their balls. Cancer is, after all, a lottery. And you never know, it could be you.
Entry credits
Ben Boothman, Sam Cartwright, Simon Newsome, Pippa Moy, Scott Tyzack, Aron Bretman, Cerys Risley, Charlotte Parker, Fran Rainforth, Jen Driver, Miruna Popa, Mike Jacques
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Vinegar
Entrant name
ACNE London
Summary entry description
The collaboration we’ve all been waiting for. Two footwear classics combining their iconic silhouettes to create a new sandal that will make the internet lose their minds.
Entry credits
ECD: Kate Murphy Creative: Matthew Wood, Tom Loveless, James Andrews
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Nominated
Entrant name
Chrissie Butcher
Summary entry description
Stigmas around menstruation lead to damaging health issues for girls with a lack of knowledge from the men in their life contributing to these issues. Introducing DADPAX! in partnership with TAMPAX, a fun card game that gives all dads the confidence to talk to their daughters before puberty.
Entry credits
Design and concept - Chrissie Butcher
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Nominated
Entrant name
Benjamin Scott
Summary entry description
The iconic Henry and Hetty are the go-to vacuum cleaners for tradespeople and businesses everywhere. While the vacuum stands up to the test of time, their binary gender branding doesn’t.
Over half of millennials and Generation Z believe that the traditional gender binary is already outdated. It’s time Henry came out of the box.
Meet Henby – a nod to the product’s past and a smile to its future. Inspired by the term ‘enby’ (short for non-binary), they’re for every non-binary person (and ally) who wants to clean up without gender identity making a mess of things.
They can even customise their own Henby online – picking a pride flag for the body, adding eyes that look ‘totally you’ and choosing a smile that says it all.
Henby – it’s still the same great vacuum, just a bit more true to themselves.
Entry credits
Concept: Benjamin Scott and Michael Howes.
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Nominated
Entrant name
Rhys Delios Callanan
Summary entry description
Problem: Testicular cancer is the #1 cancer in younger men. Early signs are easily detectable but men don't take enough notice of their balls.
Insight: For many years the discussion around Michelangelo's David has done the same with one of the main questions being asked “why does he have a small penis?”
Idea: Did he actually have a small penis?... Or are his testicles swollen?
How it works: After scanning the QR code, the users will be taken to a microsite which uses their camera. Once they have aligned the camera to David, he will come alive and demonstrate how to get to know your marbles better.
Entry credits
Rhys Delios Callanan
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Vinegar
Entrant name
Katie&Caitlin
Summary entry description
This is a beautiful, body positive idea that pokes fun at the ridiculousness of ‘summer bodies’, and how we should be behaving to achieve them. Whilst many clients wouldn’t run a campaign like this in fear of being seen as glutinous, we want to fully embracing all bodies, believing they should be celebrated. Because when we eat ice cream, we should not be made to feel ashamed. We should enjoy it as the gift it is.
Entry credits
Katie Bird, Caitlin Horrex, Nat Shortt
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6
Best plagiarism or adaptation of existing work
Nominated
Entrant name
Rhys Delios Callanan
Summary entry description
Insight: Chip Shop Awards are more freeing, accessible and creatively rewarding than other advertising awards (and they also give you a chip or a bottle of malt).
Idea: An award show with more bite.
Execution: Leveraging the roots of the Chip Shop Awards, this campaign adapts the poster that started it all. The campaign then extends by using other advertising awards' logos to show that Chip Shop is the most fun ad show out there.
Entry credits
Rhys Delios Callanan
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Nominated
Entrant name
Dragon Rouge
Summary entry description
The government has recently introduced new legislation that would place a duty on the home secretary to detain and remove those arriving in the UK illegally, either to Rwanda or another "safe" third country.
People removed from the UK would be blocked from returning, or seeking British citizenship in future.
Suella Braverman has insisted Rwanda is a safe country for migrants, despite evidence that 12 Congolese refugees were shot dead by police there in 2018.
Entry credits
Dragon Rouge
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Nominated
Entrant name
Chloe Ambler, Simeon Jarrrett and Shuya Ruan
Summary entry description
Advertising regulations are set up to make sure people know exactly what they’re being sold, but army recruitment slips through the net.
Recent campaigns for the Royal Navy highlight how enlisting can change your life. That may be true, but there are two sides to it. The country-hopping, patriotic, Call-Of-Duty side is glamorised, while the traumatic and dangerous side is reduced to a potential side effect. As a result, young people are enticed to enroll without understanding the full picture.
So, by flipping the well-known campaign line ‘Made in the Royal Navy’, our tactical campaign for the Samaritans goes a step further than what’s usually portrayed in recruitment adverts. These ads skip the journey of self-discovery that young people are seduced by and go straight to the possible reality they’re left with.
Entry credits
Chloe Ambler - Junior Art Director
Simeon Jarrett - Copywriter
Shuya Ruan - Junior Designer
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Nominated
Entrant name
Hallam
Summary entry description
Exclusively for the coronation, and in celebration of the campaign’s silver jubilee, a reprise of AMV BBDO’s crowning glory from 1998.
Entry credits
Alun Davies, Chris Bliss, Fraser Wanless, Steve Pannett
(initial artwork generated by MidJourney with post-production editing and image treatment from the team)
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Chip
Entrant name
Steffen Armstrong
Summary entry description
In 1908, the Russian Tsarist government hangs 20 peasants in the Ukrainian city of Kherson. Soon after, Russian author Leo Tolstoy denounces the actions in an essay called ‘I Cannot Be Silent’.
Today in Russia, many popular jokes exist whereby Tolstoy’s most famous novel War and Peace is changed to ‘Special Military Operation’ and Peace.
The truth is many of his titles already accurately depict today’s war in Ukraine with no edits required.
How Much Land Does a Man Need?
The Raid.
And of course, Diary of a Lunatic.
100 years since Tolstoy’s essay Russia continues to commit atrocities in Ukraine and still, Tolstoy cannot be silenced.
To raise funds for Ukrainian charities, Penguin Books create a limited edition run of Tolstoy novels showcasing contemporary cover artworks influenced by the war in Ukraine, as well as important introductory essays on the politics of the war.
P.S. Putin’s favourite writer?
Tolstoy.
Entry video
Entry credits
Creative: Steffen Armstrong
Creative Director: John-Paul Hughes
Design: Andy Davies, Scott Ward - Bang On Brand
Original Artwork: Igor Babailov, James Ferguson, Yuriy Shapoval, George Butler, Banksy, Kinder Album, Ukrposhta
Music: Ohad Ben Ari - Pyotr Ilyich Tchaikovsky - March
Penguin Template: Joshua Turner
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Vinegar
Entrant name
Martina Siedentopf
Summary entry description
The recent campaign of British Airways was centred around different reasons why people fly. But what if your reason to fly is to get away from all things British?
In this campaign, Air France is playing into the age-old rivalry between the nations, offering an alternative for travellers who had enough of the “British Original”.
Entry credits
Martina Siedentopf / Copywriter
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3
Best work created by a non-human
Chip
Entrant name
Carlotta Bernardi
Summary entry description
With the quick rise in popularity of AI Chatbot, ChatGPT, we have all begun to enthusiastically rely on it to answer any possible question we may have. It can create campaign strategies, solve equations, even organise holiday itineraries.
It seems to be an all-knowing, all-solving technology, but is it? What if we said there’s a tool even more helpful, even more ground-breaking... it’s called research.
It holds all the life-saving answers to, currently, fatal and incurable diseases and is able to change lives. Now, that’s something ChatGPT can’t do.
Entry credits
Carlotta Bernardi
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Nominated
Entrant name
Jack Osborn and John Buckell
Summary entry description
To celebrate the launch of NASA's next space mission to the moon we imagined a collaboration project between Nike and NASA to produce the first pair of Nike Air space boots. The image was produced by AI via Stable Diffusion - prompts used - 'Nike branded moon boots on an astronaut on the moon.'
Entry credits
Jack Osborn - Copy, Prompt Creator
John Buckell - Design and Retouch
Stable Diffusion - Image Generator
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Vinegar
Entrant name
Victor Asandi
Summary entry description
Adopt an animal, get a cuddly toy. That’s been a WWF tactic for decades. However, with a worsening environmental crisis, adopting an animal probably isn’t enough. Unless drastic action is taken now, there’s a very real chance that the fate of many beloved species is already sealed. So, what does a world without live Koalas, Tigers, Pandas, Elephants, Whales and Bees look like? Let’s just say, AI certainly can’t replace them.
AI is both fascinating and terrifying. Because of its rapid growth, people are increasingly fearing for their futures. Maybe that’ll give them a sense of how the natural world has been feeling for the last 200 years. We decided to combine the two fears together, letting our AI overlords come up with the visuals and copy for this concept. Thanks to ChatGPT and Adobe Firefly, we barely had to lift a finger. We should probably be worried about that.
Entry credits
Victor Asandi - Senior Designer
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5
Best use of satire
Vinegar
Entrant name
Marc Wilson
Summary entry description
A satirical advertising campaign for Ikea. Placed in and around Westminster's Underground station in response to the disorganisation and hypocrisy of the current Tory Government.
Entry credits
Marc Wilson, RizkMcCayTribe
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Nominated
Vinegar
Entrant name
Hallam
Summary entry description
Which prime minister? To be honest, you can take your pick from any of the recent ones. Luckily, there’s no shortage of the king of correction fluids in number ten for this literal whitewash.
Entry credits
Alun Davies, Chris Bliss, Fraser Wanless, Steve Pannett
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Chip
Nominated
Entrant name
One Agency Media
Summary entry description
Due to continuous budget cuts and staffing shortages, the average ambulance response time has reached record highs. As a result, many of us are choosing to get a taxi, even in life-and-death situations. In a somewhat dystopian move, Uber will now provide a dedicated service for those needing to get to A&E fast - now with no cleaning fees, so you don’t need to worry about bleeding out in the backseat!
Entry credits
Design by Natalie Booth - Creative Manager at One Agency Media.
Copy by Nancy Hewson - Junior Content Executive at One Agency Media.
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