It should be assumed The Chip Shop Award entries do not reflect the views, policies, or strategies of any organization living or dead. In fact, it has mostly been created without the knowledge of those the work purports to either promote or parody.
1
Grand Prix
.
Chip
Entry image
Entrant
BBD Perfect Storm
Entry credits
Senior Art Director: Jacob Hill-Gowing
Creative Director: Seb Hill
Creative Partner: Cory Eisentraut
6
Best vandalism of an existing ad
For your most creative ideas that have vandalised (copied/adapted) an existing ad
Chip
Brand
Dettol
Entry summary
Cast your mind back to 2020 ...Covid is spreading, people are terrified, hand gel and toilet roll are the season's must-haves.
‘Finally’ thinks Dettol. ‘Our time to shine.’
Thus, the infamous long copy ad was born.
Their virus-themed, antibacterial ads went viral and Twitter tore them apart. “Proper bants”
So, we thought we’d clean up the mess, and use their own product to wash all that crap copy away.
Entry image
Entry credits
Lauren Ashton
Gabrielle Cork
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Vinegar
Company or team name
UCA Advertising + Animation
Entry summary
Dumb Ways to Spread is a collaborative project between the University for the Creative Arts BA Advertising and Animation courses. The idea picked up momentum as the advertising creatives started drafting lyrics and storyboarding, with a sharpened insight to raise awareness and encourage vaccination. They recruited a team of animators to bring their message to life. Singer songwriter, Eloise Kate, fell in love with the idea when it was pitched to her, joining the team and giving the campaign a ‘voice’. The entire campaign was created remotely. The creatives haven’t collaborated in the past nor met in person, yet each challenge was met with mutual trust and an open mind. This goes to show how many boundaries creativity is willing to break through when two passionate courses combine their forces, to prove how ‘essential’ artists truly are.
Entry image
Entry credits
Creatives: Tarek Badawi, Beti Bara, Bea Galkeviciute, Kyle Gayle, Jelmer Heijligers, Cassia Hodgson, Rayhannah Preston, Payton Procter, Phoebe Robinson, Hannah Rees Animators: Harvey Auerbach-Dunn, Kieran Firth-Bernard, Jack Hilder, Çise Tuna, Cameron Carr Vocals: Eloise Kate
Entry video
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Nominated
Company or team name
The LAB
Brand
Specsavers
Entry summary
The famous 'Should've Gone to Specsavers' brand strap-line is ingrained in the British pychy, becoming a common response in everyday conversations. This idea was inspired by a real life experience, a moment of passion that resulted in a moment of pain! It takes the 'Should've Gone to Specsavers' strap-line and tells the intimate story about two objects - leaving the rest to your imagination. Hand sanitiser has become an everyday in our lives, whilst the need for sexual satisfaction during lockdown has been challenging for some. This light hearted vandalism of an existing ad challenges the brand into being more provocative, humorous and daring when communicating to their customers. Advertising the eye test and encouraging people to get tested once out of lockdown.
Entry image
Entry credits
Jonathan Pink
The LAB
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Nominated
Brand
Guide Dogs
Entry summary
We are vandalising TFL’s social distancing ads to raise awareness that not everybody can maintain a 2m social distance.
How can you be expected to know how far you are from the next person if you only have a guide dog to rely on? We’re quick to assume that guide dogs are super smart, but they haven’t been trained in social distancing. The pressure to social-distance in busy public places is so stressful for visually-impaired people that many prefer not to venture out.
Let’s create a series of guerilla stickers to hijack TFL’s social distancing ads and raise awareness for the visually impaired. These stickers will inform sighted people that it’s their responsibility to give extra space to the visually impaired.
Entry image
Entry credits
Belle Briggs www.bellebriggs.co.uk
Simone Heineck https://hellosimone.myportfolio.com
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Nominated
Company or team name
Nexus PR
Brand
TENZING Natural Energy
Entry summary
When BrewDog’s billboard (reading “F*** You CO2, BrewDog Beer Is Now Carbon Negative”) was banned by industry regulators (ASA) for being too offensive, Nexus PR, the London-based creative agency behind TENZING Natural Energy (a plant-based energising drink on a CO2-busting mission of its own) swiftly designed two digital versions of the billboard to show TENZING’s solidarity to the message.
The TENZING billboards featured a ‘helping can’ which covered up the profanity on the original one, to get the ASA to back down in the name of the planet. The digital creations were reeled out over social media to bolster BrewDog’s message, ahead of an announcement in January 2021 about its own major plans to kill carbon. In the meantime, it decided to lend creative support, with the help of Nexus PR, to a brand it recognises is already leading the way to a more sustainable planet.
Standing shoulder to shoulder with BrewDog, TENZING jumped to social media to share the ads, saying: “What a difference a K makes. After hearing the ASA ban of BrewDog’s Ad we wanted to help. @brewdogofficial and @brewdogjames we stand shoulder to shoulder on you mission to FCO2. We are indeed in an existential crisis which is why we've also been working hard on our plan to kill carbon for over a year, and lots more to come. Any other brands fancy joining us and supporting BrewDog’s ASA battle?”
Entry image
Entry credits
Nexus PR
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Nominated
Company or team name
Alexa Bortz
Brand
Spotify
Entry summary
Challenge:
How can Spotify get people to think about using their platform in the car?
Idea:
Let’s show the physical power music has over us and how we drive.
Execution:
To do this we will poke fun at existing car ads by directly exposing the type of music they’re actually listening to.
Entry image
Entry credits
Seine Kongruangkit / Art Director
Alexa Bortz Art Director / Copywriter
Sarah Buggle / Tutor
Entry video
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6
Best use of honesty
For your most creative ideas that incorporate honesty
Vinegar
Company or team name
Stein IAS
Brand
Black Lives Matter
Entry summary
The truth of systemic racism is no joke. The facts are shocking. So is the fact people have made a joke of racism for years and some continue to do so. People need to know the facts and acknowledge the problem before we can stamp it out. The simple campaign mechanism will work across any media, including social and small-space digital placement. It means BLM can challenge systemic racism and the jokes that have fuelled it.
Entry image
Entry credits
Team Stein IAS
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Vinegar
Company or team name
UCA Advertising + Animation
Entry summary
Dumb Ways to Spread is a collaborative project between the University for the Creative Arts BA Advertising and Animation courses. The idea picked up momentum as the advertising creatives started drafting lyrics and storyboarding, with a sharpened insight to raise awareness and encourage vaccination. They recruited a team of animators to bring their message to life. Singer songwriter, Eloise Kate, fell in love with the idea when it was pitched to her, joining the team and giving the campaign a ‘voice’. The entire campaign was created remotely. The creatives haven’t collaborated in the past nor met in person, yet each challenge was met with mutual trust and an open mind. This goes to show how many boundaries creativity is willing to break through when two passionate courses combine their forces, to prove how ‘essential’ artists truly are.
Entry image
Entry credits
Creatives: Tarek Badawi, Beti Bara, Bea Galkeviciute, Kyle Gayle, Jelmer Heijligers, Cassia Hodgson, Rayhannah Preston, Payton Procter, Phoebe Robinson, Hannah Rees Animators: Harvey Auerbach-Dunn, Kieran Firth-Bernard, Jack Hilder, Çise Tuna, Cameron Carr Vocals: Eloise Kate
Entry video
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Nominated
Company or team name
Georgia Inerfield
Brand
Beyond The White Line
Entry summary
This campaign happened by accident when I was using Google to search for images of Serena Williams. I was stunned to find that when you search for one of the most famous women in sport, sport doesn't feature in Google's top 10 recommended searches for them. I was deeply saddened when I realised this is because Google just provides you with what people search for most. The fact that women are now even objectified in Google Search seems like a very depressing, very real 21st Century problem.
This campaign aims to show the cold, hard facts and make people aware of the problem.
Entry image
Entry credits
Georgia Inerfield
Beyond The White Line
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Nominated
Company or team name
Raw London
Brand
Netflix
Entry summary
Netflix doesn’t believe in goodbyes. Despite the world opening up again and socialising taking us out of our houses and away from our screens, Netflix is refusing to believe it’s the end for us and them.
In our “We’ll see you soon” campaign, Netflix reminds viewers with a wandering eye that a habit formed in lockdown is a habit for life.
Entry image
Entry credits
Creative: Rob Jelly
Content Strategist: Don Mike
Art Director: Tomas Fuller
Marketing Director: Charlotte Harris
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Nominated
Company or team name
Ogilvy Health
Brand
WWF
Entry summary
Isn’t it ironic that we, as humans, have been complaining about COVID restrictions since the day they were introduced, yet we are happy to inflict those restrictions on our wildlife?
This ad aims to raise awareness of the pitiful conditions that animals around the world are forced to live in. Envisaged as a series of stark photos of caged animals, these images will be accompanied by common COVID terminology to emphasise the fact that, while we get our freedom, animals are being denied theirs.
Entry image
Entry credits
Georgina Osei-Hwere, Hannah Kilburn, Kristen White & Zoe Ellaby, design by Romina Ciccioli
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Nominated
Company or team name
NEXT-DC
Brand
NEXT-DC
Entry summary
Both as a company and as a group of like-minded individuals, NEXT-DC has supported the 2020 summer protests for political change in Bulgaria since day one. Despite the ruling elite’s attempts to discredit the social unrest in every way they could, we see the protests for what they truly were — a sincere representation of people’s repulsion for the corrupt political system, unjust legislation, protection of criminal figures and lack of a European vision for the future. What we found was that the protest movement in Bulgaria, while active on the streets, was not really visually present on the most prominent online platforms that help people document what’s really happening and express their views with a wider audience. That’s why we created a powerful GIF Pack that draws on the absurdity of the political state of the country and spreads awareness about the protests and protesters’ desire for change.
In order to use it, people simply had to search for the hashtag “OSTAVKA” (“resignation”), or “RESIGN”, if they were located outside Bulgaria.
The stickers quickly gained attention and helped thousands of people express their dissatisfaction with the ruling government. Their success among the protesters is evident through the 2.7 million GIF and sticker views on Instagram.
Entry image
Entry credits
“A GIF pack for your protest story"
Creative Director:
Maria Todorova/Alexander Antonov
Graphic Design: Teodor Genov (Pastedko) and Evgenia Nikolova
Account Director: Hristo Petkov
Entry video
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4
Best use of celebrity
For your most creative ideas that use a celebrity
Chip
Company or team name
Miami Ad School
Brand
Duolingo
Entry summary
16-22 year olds across the world are ardent fans of international artists and their music - even if it’s not in their native language. As long as they’re humming the tunes and singing the hook, Duolingo thought why not teach them the lyrics.
To do so we partnered with some of the most iconic and popular musical artists across the world and got them to teach the language. Using deep fakes and promotional ads we can get the audience to the app. Furthermore, we gamify the course to incentivise learning.
At every level one unlocks rewards like Spotify premium, merchandise and even a chance to learn from the musician themselves. We get the universal language of music and teach you the language of your choice.
Entry image
Entry credits
Art Director - Shadab Wajih
Art Director - Nithika Romy
Copywriter - Yashashree Samant
Entry video
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Vinegar
Company or team name
Mid-Brow Studios
Brand
HelloFresh
Entry summary
Allergic to Vegetables is the final episode of a 3-part mockumentary I wrote and directed for HelloFresh, starring Emily Atack.
The campaign was a huge success, and attracted 93% new members to their landing page, as well as a PR reach of 166,000,000.
Entry image
Entry credits
Writer/Director - Alex Cooper
Producer - Emilia Reid
PA - Hannah Bilverstone
DOP - Hamish Anderson
Camera Assistant - Teresa Adamson
Editor - Meg Thorne
Gaffer - Owain Morgan
1st Ad - George Nelson
Hair&Make-up - Liberty Rose
Art Dept - Elena Horn
Runner - Sebastian Cadena
Sound Design - Jason Peacock
Colourist - Henry Howard
Casting - Emma Garrett
Agency: The Smalls
Client: HelloFresh
Entry video
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Vinegar
Brand
echos (brand prototype)
Entry summary
Problem:
Social media is encouraging fast-fashion and consumption, especially when influencers marketing fuels this unsustainable behaviour, and lots of brands are making products that aren't recycled yet, creating more landfill waste. Is there a way that could inspire both brands and consumers to act in a more sustainable manner?
Insight:
A lot of consumers are attracted to personal / signature product lines made by influencers, or brands / celebrities collaborations as it allows customers to feel a deeper connection with the famous people.
Idea:
echos ™ - a recycled fashion brand prototype, made with old clothes, donated by influencers', celebrities' and famous athletes. 1 % of their old clothes get recycled into new ones, part of the profit is being donated for environmental problems, such as cleaning oceans from plastic waste. echos ™ also includes collaborations with other fashion brands, allowing other brands to spread the sustainable values. echos ™ products are being sold through social-commerce platform (e-commerce integrated with social media) - making it a convenient marketplace platform for influencers to advertise and sell products.
'Echos' is a final major university project for BA Graphic Design, Middlesex University
Entry image
Entry credits
Aiste Linauskaite - art direction, concept, creative, design, creative strategy
(Final Major University project)
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Vinegar
Company or team name
The Drink Cabinet
Brand
Wickes
Entry summary
The two biggest lockdown past times - fitness and DIY, both brought to you by Wickes, so it seems only fitting that Joe is brought on board to be the new face of Wickes…because well, its got their name on it.
Entry image
Entry credits
The Drink Cabinet
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6
Best retail
For your most creative ideas for the retail sector
Chip
Company or team name
Parkhouse
Brand
TOOLSTATION
Entry image
Entry credits
Stuart Gray
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Vinegar
Company or team name
Merkle
Brand
Tipp-Ex
Entry image
Entry credits
Guy Howland, Senior Creative Director
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Nominated
Company or team name
London College of Communication
Brand
Patch Plants
Entry image
Entry credits
Ella Francis, Divya Nenwani, Monica Kulkarni
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Nominated
Company or team name
Rethink
Brand
IKEA
Entry image
Entry credits
CCO: Aaron Starkman
ECD: Mike Dubrick
Head of Art: Joel Holtby
Associate Creative Director: Zachary Bautista, Geoff Baillie
Writer: Rahman Sobrie, Geoff Baillie
Art Director: KevinValladares, Zachary Bautista
Designer: Brie Lim
Strategy Director: Shereen Ladha
Print Producer: Narine Artinian
Retouching: Brad Kumar
Photographer: Justin Poulsen
Food/Prop Stylist: Caitlin Doherty
CSO: Sean McDonald
Account Services: Sarah Riedlinger, Megan Christopher
Media Agency: Carat
Entry video
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Nominated
Brand
Converse
Executive summary
It’s never been more important to check in on your loved ones. This year, take some time to simply listen and converse.
Entry image
Entry credits
Scott Wrightson
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Nominated
Company or team name
Tangerine Communications
Brand
Bulldog
Entry image
Entry credits
Sam Swaffield - Creative Lead
Martin Kevill - Creative Lead
Helen Gradwell - Copy Lead
Lou Shaw - Creative
Sarah Theaker - Creative
Max Hamilton - Junior Creative, Laura Perry – Head of Creative Ops
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7
Best leisure
For your most creative ideas for the leisure sector
Chip
Brand
Jenga
Entry summary
A slightly more adult approach to advertising Jenga, where we show off the risks that come when you remove just one little piece.
Entry image
Entry credits
Andrew Boulton
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Vinegar
Company or team name
@redballoonluke
Brand
Guinness
Entry summary
This piece was an entry into a @OneMinuteBriefs competition on March 23rd 2020 in conjunction with @TheStayingInn virtual pub.
The world was just on the brink of lockdown and people were being encouraged not to go out and socialise.
Entry image
Entry credits
Creative, concept & design: Luke O'Reilly
Agency: One Minute Briefs/Bank of Creativity
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Vinegar
Company or team name
Radley Yeldar
Brand
Adidas original
Entry summary
The famous Adidas original logo become the calyx of a strawberry to announce the brand partnership with Wimbledon 2021.
Entry image
Entry credits
Senior designer: Roberto Beretta
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Nominated
Company or team name
Radley Yeldar
Entry summary
A slide we can all enjoy, that isn't part of a 5pm news briefing.
Entry image
Entry credits
Design and art direction: Gary Nudds, Radley Yeldar Creative
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Nominated
Brand
Nike
Entry summary
Fitness isn’t complete without music. However, the performance-optimizing benefits of music come down to the extent of heart rate synchronization. Any song that is out of sync is distracting and damages the physical progress, acting more like an obstacle than a motivator. The wrong musical choice affects your BPM, distracts your breathing, and even gives you an illusion of your effort. But finding a tune that is in tune with you is proven to be impossible: all hearts beat different. Nike SYNK is a fitness app that revolutionaries the relationship between music and exercise. Converting your heartbeats and motions into a real-time, personalised song, Nike SYNK allows you to focus on your fitness and listen to music simultaneously. No more remixes, shuffles, or skipping beats. Cardio is for everyone. We must listen to our own hearts when it comes down to it.
Entry image
Entry credits
Creative concept: Beti Bara & Kyle Gayle
Music by: Jack Newton
Entry video
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Nominated
Company or team name
AML Group
Brand
BFI
Entry summary
Poster for a Silent Movies Season at the BFI.
Entry image
Entry credits
Stephen ONeill, Senior Art Director, AML.
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Nominated
Company or team name
Stein IAS
Brand
Google
Entry summary
After the tragic murder of Sarah Everard, we put our minds to what brands could help prevent tragedies like this. The answer was Google. They have the data and the technology in place for the Google WalkShare app.
With identities and locations all recorded, this app gives people to share walks in total safety. Whether it's a one-off back from the pub or a regular walk partner, Google WalkShare is about being social and safe.
Entry image
Entry credits
Team Stein IAS
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3
Best professional services
For your most creative ideas for the professional services sector
Vinegar
Company or team name
Spring
Brand
Wickes
Entry summary
Burger king's international women's day advert caused a bit of stir with a very politically incorrect headline. Equally un-"PC" is your kitchen.
Working from home has found many of us perching in kitchens or working from bedrooms. Wickes' Fitted Home Office service can create a bespoke work space for your home.
Entry image
Entry credits
sean antonioli @oneminutebriefs
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Nominated
Company or team name
Andy Nolan & Jack Reed Copywriters
Entry summary
We created the world's most elite stock photography service. Elite not because of those who use it but because of those who feature in it.
Regretty Images is the ultimate library of #MeToo moments, alt-right shenanigans and royal regrets, all captured in high-definition photography – perfect for your next #cancelculture campaign!
Entry image
Entry credits
Words and concept by Andy Nolan & Jack Reed.
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Nominated
Company or team name
Bank of Creativity
Brand
MOT Vehicle Testing
Entry summary
This is an entry to promote MOT vehicle testing.
Entry image
Entry credits
Ciaran McKeon @oneminutebriefs
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9
Best charity
For your most creative ideas for a charity organisation
Chip
Company or team name
Dragos Giol
Brand
Shelter
Entry summary
Research shows that money handed to beggars is often used to feed addictions that can actually "prove fatal".
Therefore, tapping into the well-known ‘hand outstretched’ begging gesture, our campaign offers a simple alternative for those wishing to help the homeless get off the streets – donating to charity with their contactless card.
Our posters will be placed in tube stations, bus shelters and street corners where passers-by usually encounter beggars.
Entry image
Entry credits
Dragos Giol
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Vinegar
Company or team name
Alpaca Communications
Brand
Crisis
Entry summary
At Christmas, we are warm. The homeless are cold. We see our loved ones. The homeless are unseen. This Christmas, we want Crisis’ card campaign to be different. This year, our warmth will reveal a cold truth.
At the start of December Crisis' cards will be sold at Christmas markets. Once opened in the home of the recipient, the heat activated thermochromic ink will slowly transform the cards over the ‘12 days of Christmas’. To reveal a cold truth.
Our comfort will reveal the their discomfort. Merry Christmas.
Entry image
Entry credits
Jasmine El-Gabban and Peter Elms
Entry video
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Nominated
Company or team name
Dragon Rouge
Brand
Fareshare in Partnership with Just Eat
Entry summary
A fifth of UK homes with children went hungry during lockdown. In 2020, there were 588 million takeaways ordered, up from 286 million in 2019.
A partnership between Fareshare and Just Eat where in August 2021, Just Eat shares one fifth of the value of each of its orders with Fareshare, to reflect the same proportion - one fifth of families - that goes hungry during lockdowns. August is the month where families are most vulnerable as it is the longest school holiday month.
Fareshare is the charity that believes that no good food should go to waste. It redistributes surplus food to charities that turn it into meals. Since March 2020, England and Manchester United footballer Marcus Rashford has helped raise enough money to enable FareShare to distribute the equivalent of over 12.3 million meals for children and families who might not otherwise eat. So far it has provided 57.3 million meals equivalent to vulnerable people.
Just Eat is the platform that reaches the masses easily through its 244,000 restaurants and 60 million users, making it easy for the public to make a difference easily by not having to change their consumer behaviours.
A great initiative for the good of the UK people, giving back to charity and increasing brand affinity for both Just Eat and Fareshare.
Entry image
Entry credits
David Beare - Executive Creative Director
Becky King - Creative Director
Dave Robinson - Creative Director
Manisha Mistry - Design Director
Craig Dimond - Design Director
Dan Mitchell - Senior Designer
Fiona Casey - Senior Designer
Alex Bride - Mid weight designer
Becky Wiles - Designer
Ed Steadman - Motion Designer
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Nominated
Brand
St John Ambulance
Entry summary
Asking a basic question: Would you be ready?
St John Ambulance helps.
Entry image
Entry credits
Conal Macreadie
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Nominated
Company or team name
Arnesia & Kristy
Brand
Hey Girls
Entry summary
Period poverty is a global issue affecting women and girls who don't have access to safe, hygienic sanitary products, and toilet facilities.
This time IKEA in partnership with Hey Girls aims to shine the light on this issue. Showing the harsh reality of poor toilet facilities and make-shift pads through AR technology.
This campaign brings hope. It brings real change that they need. 10% IKEA sales in the bathroom section this year will go towards funding this mission. Together with Hey Girls we are providing free sanitary products and clean facilities.
Entry image
Entry credits
Kristy Poh
Arnesia Ranggi
Entry video
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Nominated
Brand
Samaritans
Entry summary
The idea of masculine strength is so strongly aligned with physical, so when we think of a strong man, we don't typically think of a man in touch with his emotions. I decided to take traditionally masculine advertising language seen in the likes of sports ads, and realign this to the act of talking openly about emotions.
The campaign includes a print advertisement, a social media campaign and a podcast centred around breaking down masculine stereotypes in order to allow men to feel able to talk openly about their emotions.
Entry image
Entry credits
Sarah Glover-Smith
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Nominated
Company or team name
Miami Ad School, Berlin
Brand
WWF
Entry summary
More than 906,000 hectares of Amazon rainforest were burned in the last three years. Amazon has been the world's largest carbon dioxide sink. The "Air Pack" is a product to create awareness about the importance of air in life. The pack contains plant seeds that purify the air by capturing CO2 emissions. Every pack supports reforestation projects in Amazon regions. For any doubt, the idea is to sell air to donate to WWF projects.
Entry image
Entry credits
Miami Ad School, Berlin
Art Direction: Elva del Rosario Pacheco Llanos
Tutor: Natalia Hoffmann
Entry video
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Nominated
Company or team name
Simone Heineck
Brand
WWF
Entry summary
Covid-19 has led to a reduction in exhaust emissions, and has had some positive effects on the environment, however, it has also caused us to use more single use plastic in order to protect ourselves.
This WWF campaign controversially uses the headline “We don’t need your protection” to communicate that even in a pandemic, we have the responsibility to reduce our wastage and recycle PPE properly.
Entry image
Entry credits
Created by Simone Heineck
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Nominated
Company or team name
TBWA|Dublin
Brand
Samaritans
Entry summary
After a year of lockdown, people feel stuck. Isolation has had a detrimental effect on our mental health, and everyone is sick of staring at the same four walls. How do we communicate the mental strain this is having on the people of Ireland in a truly disruptive way?
TripAdvisor hosts reviews of hotels, holiday destinations, and restaurants. It’s a site synonymous with travel, adventure, and happy holiday memories. We noticed that, during COVID restrictions, people were going to the site to plan future trips and hoping for a better future. So we decided to use TripAdvisor as our platform to reach out to those in need of Samaritans’ services. Creating fake profiles designed to look like typical Irish people of all ages and backgrounds. Then, we wrote reviews for fictional homes and apartments all over the country. Although seemingly harmless at first, as you read on, the posts reveal the characters mental distress.
It’s as if these people are typing their worries into the void as a cry for help, to share how tough they are finding things.
We turned our reviews into a video for the Samaritans’ social pages, highlighting the differences in where we were a year ago versus now. The over-arching message of the campaign is that, wherever you are, Samaritans is there, 24/7.
Entry image
Entry credits
Kerry Mahony - Copywriter
Conor Marron - Art Director and Motion Graphics
Entry video
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7
Best food and drink
For your most creative ideas for the food & drink sector
Chip
Company or team name
Rethink
Brand
Kraft Heinz Canada
Entry summary
Heinz is an iconic brand that’s long been a staple in households around the world. But, brand affinity scores were in decline as competitors were successfully stealing share and consumers were questioning whether Heinz was for them. Our objective was to re-ignite an emotional connection with Heinz in a culturally relevant way to bolster consumer loyalty.
The truth is, Heinz is ketchup. We needed to find a way to prove this. To uncover this unspoken association we conducted a social experiment. We asked people to simply “Draw Ketchup.” The test was conducted in person and on video conference with participants across five continents.
The result? When they drew ketchup, they drew Heinz.
We filmed the experiment and shared it on social channels and TV with a :30s video.
Additionally, we invited consumers to ‘draw ketchup’ themselves for a chance to win a one of kind custom Heinz bottle with their drawing. We then used the original user generated drawings as a quirky OOH campaign.
Entry image
Entry credits
CCO: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art / Creative Director: Joel Holtby
Associate Creative Director: Zachary Bautista
Art Director: Zachary Bautista
Writer: Geoff Baillie
Designer: Jaclyn McConnell
Strategist: Sean McDonald, Julian Morgan
Producer: Alex Butt
Production Coordinator: Spencer Houghton
Print Producer: Narine Artinian
Production Co.: R+D Productions
Director: Agency
DoP: AA Scott McClellan
Editor: Stephen Parker
Color / Online: Emmett Maloney
Account Services: Amy Greenspoon, Kai de Bruyn Kops, Allie Kennedy
Audio House: Vapor Music
Audio Engineer: Art Mullin
PR Agency: The Colony Project
Media Agency: CARAT
Community Management: SALT
Entry video
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Vinegar
Brand
Hahn SuperDry
Entry summary
It’s ironic that one of the most popular talking points since our “Now You’re Talking” campaign is that we’ve changed the colour of our Hahn SuperDry bottle from brown to green.
People feel very strongly about this and instead of showing appreciation to our posts, they’ve been commenting their disappointment about this decision, and they’re not going to stop.
We think it’s time to change the conversation so that it’s not coming from them, it’s coming from us.
And how will we do this? By creating a range of specially designed products to help them with this “crisis.”
Entry image
Entry credits
Claire Herselman
Andrew Hankin
Boris Garelja
Entry video
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Vinegar
Company or team name
Rethink
Brand
Kraft Heinz Canada
Entry summary
Heinz Ketchup has long been a staple in Canadian households. That said, it’s seen its fair share of challenges from new category entrants. The brand started to see brand affinity scores decline as competitors stole share. Canadians were questioning whether Heinz was for them. Our objective was to reignite an emotional connection with Heinz in a culturally relevant way to bolster consumer loyalty.
Our challenge became harder in 2020 as a result of the COVID-19 pandemic. With all non-essential workers at home a classic pastime re-emerged, puzzles. This was good news for Heinz Ketchup, famously slow to pour, their flavour is worth the wait, just as puzzles are. To bring this to life we designed a puzzle with 570 pieces, all identical ketchup red, resulting in ‘the world’s slowest puzzle.’
We gave away 57 puzzles in 17 different countries starting May 5th. To win fans had to tell us who they wished they could finish it with (on IG, FB or Twitter). We later sold the puzzles online.
Entry image
Entry credits
CCO: Aaron Starkman
Executive Creative Director / Creative Director: Mike Dubrick
Head of Art / Creative Director : Joel Holtby
Art Director: Zachary Bautista
Writer: Geoff Baillie
Designer: Erin Maguire
Strategist: Sean McDonald, Julian Morgan
Producers: Anna Tricinci, Todd Harrison
In-House Photographer: Alex Butt
Print Producer: Narine Artinian
Editor: Tyler Erdelac
Account Services: Kai de Bryun Kops, Allie Kennedy, Amy Greenspoon
Audio House: Vapor Music
Audio Engineer: Art Mullin
Photographer: Chris Robinson
Printer: ProPrint Services Inc.
PR Agency: The Colony Project
Media Agency: Starcom
Community Management: SALT
Entry video
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Vinegar
Company or team name
Rethink
Brand
Kraft Heinz Canada
Entry summary
The #1 condiment for decades, Heinz Ketchup, had competition entering the market and was losing share, brand affinity and their cultural presence was diminishing. Everyone loved the product and the taste, but were falling out of love with the brand.
The brief was to ignite love for Heinz in ownable ways at retail to cement ourselves as an iconic brand and Canada’s #1 ketchup.
Online we found that people are still trying to figure out the best way to get Heinz Ketchup out of the glass bottle.
We created a limited edition bottle with the iconic label repositioned at an exact angle of 31° – the perfect ketchup pouring angle. The bottle served as the answer, as well as a breakthrough retail design that stands out on cluttered store shelves where attention is at a premium.
We launched the campaign at retail and food service partners. To drive maximum awareness for the campaign, the idea ran as a Super Bowl TV spot and extended out through social gaining global attention.
Entry image
Entry credits
CCO: Aaron Starkman, Christina Yu
Executive Creative Director: Mike Dubrick
Head of Art / Creative Director: Joel Holtby
Creative Directors: Mike Dubrick, Joel Holtby
Art Director: Hayley Hinkley
Writer: Jacquelyn Parent
Illustrator: Erin Maguire
Strategist: Julian Morgan, Sean McDonald
Broadcast Producer: Alex Butt
Production Coordinator: Spencer Houghton
Print Producer: Narine Artinian
Production Company: Fuze Reps, Crimson Fish
Photographer: Adrian Armstrong
Retoucher: Adora Beatty
Editor: Dustin Gamble
Post Production House: R+D Productions
On Line: R+D Productions
Grading: Alter Ego
Colourist: Conor Fisher
Audio House: Vapor RMW
Account Services: Amy Greenspoon, Kai De Bruyn Kops, Sarah Shiff
Entry video
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Nominated
Company or team name
Marketing Concepts
Brand
MCDONALD'S
Entry summary
Using the Iconic Donald Trump Newspaper stack image and adding a burger to emphasise the need of a really BIG mouth to eat a really Big Mac.
The ad also suggests we can shut up Donald trump with the help of McDonalds.
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Entry credits
Grant Wilson, Marketing Concepts
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Nominated
Company or team name
Rethink
Brand
Molson Canadian
Entry summary
For decades, Molson Canadian proudly claimed the Canadian mantle as the only beer with our country’s name on the label. As a result, Canadians proudly held a Molson, making them the number one selling beer across Canada, until global competitors started to outspend, steal share and saturate the market. Tragically, Molson went from the number one selling beer in Canada to number two as Budweiser - an American beer - took the top spot. This made us one of the only countries in the world where our highest selling beer is an import.
Ten days before Canada Day, we launched with a letter from the Molson family, announcing our mission to #MakeItCanadian - a call to support Canadian brewed beer with The Most Canadian Case ever: a case of beer filled with Canadian competitor brands, coming together for the good of Canadian beer.
Our social platforms served as the playground for real-time custom invites that allowed us to reach out to (and playfully challenge) breweries and all Canadians to join us.
In just nine days, over 43 brewers from across Canada raised their hands to join the case. From confusing legal agreements to complicated supply chain logistics, everything was handled in real-time and made ready for Canada Day.
On July 1st, we started selling the cases full of brands that weren’t our own via delivery apps across the country. We even let the brewers keep the money. Why? Because that’s the Canadian thing to do.
Entry image
Entry credits
CCO: Aaron Starkman
ECD: Mike Dubrick
Creative Director & Head of Art: Joel Holtby
Creative Director: Dhaval Bhatt,
Art Director: Zachary Bautista, Patrick Shing, Natasha Michalowska
Designer: Brandon Methner
Writer: Allan Topol, Justin Santelli
Strategist: Julian Morgan, Sean McDonald
Broadcast Producer (in house): Anna Tricinci
Digital Producer: Todd Harrison, Kyle Hicks
Print Producer: Narine Artinian
Editor: Alex Fleming
Animation House: Gimmick Studio
On-Line: Gimmick Studio
Printer: ProPrint Services Inc.
Audio House: Vapor Music
Audio Director: Ted Rosnick
Audio Engineer: Ryan Chalmers
Account Services: Karim Tubbeh, Niki Sahni, Megan Christopher
PR Agency: Citizen
Senior Director: Joe Cariati
Senior Account Manager: Kimberly Riddell
Media Agency: Wavemaker
Strategy Manager: William Hart
Strategy Director: Jared Aldridge
Community Management: We Are Social
Editorial Director: Jaclyn Lacroix
Associate Art Director: Claire Tremblay
Community Manager: Jasmin Husain
Entry video
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Nominated
Company or team name
Not Just Nibbles
Brand
Not Just Nibbles
Entry summary
Creative at its core, Not Just Nibbles create healthy cooking kits for kids which encourage them to eat more vegetables, helping build a healthy relationship with food from a young age. Learning about nutrition and how to cook has never been so much fun, as we’ve transformed dry, factual information into a creative journey of discovery.
Not Just Nibbles’ educational characters are featured in our 12 page Great Groceries booklet and play a key role in developing children’s trust in food, helping them to understand about nutrition. To do this, each food character wears a badge. The colour of the badge tells you which food group it belongs to. Example:
Carbohydrates = yellow badge
Dairy = blue badge
Protein = pink badge
Fruit and veg = green badge
On the badge is an icon illustrating how it helps the human body — eyes, brain, teeth etc. We call this their ‘superpower.’ The character’s job reinforces this superpower, making it easy to remember the nutritional information. For example: Cucumbers are made up of around 95% water and Kelly Cucumber is a firewoman. She wears a green badge to show she is a vegetable and has a water droplet with ‘95%’ written on it, to remind children of this fact.
I have worked with a registered nutritionist for nutritional accuracy and used my creative skills to bring the characters and concept to life. The characters are featured throughout the box (and on it) and are used for educational purposes like story writing.
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Entry credits
Danielle McCann - Not Just Nibbles Founder/Designer/Art Director
Rita Arora - Nutritionist
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8
Best health
For your most creative ideas for the health sector. this year we've also added two categories specifically for Covid related ads/campaign
Chip
Company or team name
Leeds Arts University
Brand
Happy Socks
Entry summary
Socks are considered boring and unwanted presents. But what if by buying a gift someone actually wants, socks solve the problem of period poverty?
Entry image
Entry credits
Fe Sasson De Campos and Kiara Hambali
Entry video
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Vinegar
Company or team name
BBD Perfect Storm
Brand
London Sperm Bank
Entry summary
Well, here is the Covid-19 problem no-one saw coming… British men have stopped donating sperm. In fact, due to the multiple lockdowns, donations have plummeted 66%. At the same time, unemployment has risen drastically, with 693,000 people having lost their jobs directly because of the pandemic. Assuming 50% of them are men, that’s a lot of potential sperm donors sitting on their hands at home, when they could be putting them to better use (for £35 a donation). W**K FROM HOME is a campaign aimed at turning some of these men into active donors, by giving them the tools to donate sperm from the comfort of their own homes, while also making a bit of money whilst they're at it. Cheeky, provocatively placed, social and digital ads will encourage men to visit the London Sperm Bank WFH microsite and sign up to become a donor. They'll then receive their W**K FROM HOME kit in the post, complete with a how-to guide, MEN AT W**K door hanger, donation pot, ice pack and temperature-controlled courier package. Once they've got the job done, they can put their donation on ice and a specialised courier will deliver it safely to the London Sperm Bank for processing. Upon receipt, each donor will receive payment, and the London Sperm Bank's supply will return to normal levels, even during the present and any future lockdowns. As an extra incentive to donate we will also provide donators with a report outlining the health and motility of their sperm.
Entry image
Entry credits
Senior Art Director: Jacob Hill-Gowing
Creative Director: Seb Hill
Creative Partner: Cory Eisentraut
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Nominated
Company or team name
1000heads
Brand
Gaviscon
Entry summary
So that’s what was up with Marcelo Bielsa and his weird sitting position... All the Leeds United manager needed was to pop a Gaviscon Double Action. Football really is a game of two halves.
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Entry credits
Chris Nicholson @ 1000heads
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Nominated
Company or team name
Billion Dollar Boy
Brand
Pantone
Entry summary
For 2021, Pantone is looking back and paying tribute to our key workers by choosing “Hero Blue” as the Color of the Year.
Entry image
Entry credits
Billion Dollar Boy
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Nominated
Company or team name
Tangerine Communications
Brand
Stonewall
Entry summary
Everyone is excited about the prospect of coming out on 21st June, the ability to see their family and friends is the most exciting thing to happen in a long time. Coming out for the LGBTQ+ community can create the opposite sentiment and effect, making people feel alienated from those they love most. Stonewall use the mass awareness of the 'coming out on 21st June' topic to help encourage understanding and highlight the support they offer around this.
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Entry credits
Sam Swaffield - Creative Lead
Martin Kevill - Creative Lead
Helen Gradwell - Copy Lead
Lou Shaw - Creative
Sarah Theaker - Creative
Max Hamilton - Junior Creative
Laura Perry - Head of Creative Operations
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Nominated
Company or team name
@redballoonluke
Brand
Guinness
Entry summary
This piece was a twitter entry into a @OneMinuteBriefs challenge on March 23rd 2020 in conjunction with @TheStayingInn virtual pub.
The world was just on the brink of lockdown and people were being encouraged not to go out and socialise.
The piece took on a life of its own over the next 24 hours, being shared around the world online, featuring on adweek.com as 'The perfect Guinness Ad that wasn't really a Guinness ad' and overwhelming Luke in the process. A few days later Guinness got in touch and officially made the ad, sharing across all of their social channels globally.
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Entry credits
Creative, concept & design: Luke O'Reilly
Agency: One Minute Briefs/Bank of Creativity
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Nominated
Company or team name
Electric House
Brand
The Vaccine Alliance
Entry summary
With anti-vaccine protesters shutting down one of largest COVID-19 vaccination sites in U.S, this campaign is all about respecting the rights of others. Using the second amendment - oft quoted by right leaning protest groups - this advert asks protesters to question how they are impinging on the constitutional rights of others. In the lower half of the image, a protester reference to the first amendment can be seen, drawing a subtle parallel with the lead copy.
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Entry credits
Beth Dunmore, Jess Batsford-Webb, Joe Taylor, Bethany Shaw, Josh Gates
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Nominated
Brand
Nike
Entry summary
Nike is at the forefront of inspirational branding.
But there is strength in admitting that your famous tagline might not be quite right at times - particularly when it comes to World Mental Health Day.
That’s why we want Nike to replace 'just do it' for the day in favour of mental health helpline numbers.
Encouraging people to reach out when more help is needed.
Entry image
Entry credits
Chloe Neal & Ahren Parry
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6
Best education
For your most creative ideas for the education sector
Chip
Company or team name
Charlotte & Lucy Creatives
Brand
Am (i) Normal?
Entry summary
Everywhere you look there are penises. They’re unavoidable! But seeing them from a young age means the stigma has gone. By simplifying the way we see vulvas and the education we give to young wxmen about their bodies and sexuality, they can be free to work out what normal is to them as individuals.
Entry image
Entry credits
Charlotte Alford
Lucy Donagh
Ryan Sproull
Entry video
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Chip
Company or team name
Luke & Tom
Brand
Mr. Men
Entry summary
Across the media, the arts and literature there has been inadequate representation of the LGBTQ+ community. Sweeping generalisations, stereotyping and a lack of acknowledgement of real issues within this community can only be harmful to society as a whole.
By encouraging a more educated and aware society, one that is understanding of the nuances of sexuality and gender from a young age, we are better placed to not only understand others but also ourselves, to engage with questions sensitively and inspire greater conversation around identity.
We create a series of new characters for the Mr. Men universe as a means to introducing diversity, inclusivity and acceptance to young children.
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Entry credits
Luke Gray, Tom Carr & Viki Olah
Entry video
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Vinegar
Company or team name
Ogilvy Health
Brand
Hasbro
Entry summary
From the makers of ‘Operation’ comes the new game we're all buzzing to play, CONSERVATION! Help make Terry Turtle happy again by removing the ocean pollution from their shell – but be careful – you could be in for a shock!
Hasbro, in partnership with the Marine Conservation Society, have adapted their iconic and well-loved children’s game ‘Operation’ to educate kids on how they can look after our oceans.
However, there’s a twist. It’s not just about taking pieces out of Terry and the surrounding ocean, the players must also drop them in the game’s recycle bin, triggering the turtle’s voice to reveal a fun tip the children (and parents!) can adopt to support conservation.
In doing so, CONSERVATION not only teaches about the problems but inspires children to be part of the solution for years to come. A percentage of every game sold will be donated to the Marine Conservation Society, helping the big experts as well as the little ones.
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Entry credits
Chelsey Toms & Romina Ciccioli
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Vinegar
Brand
Department of Education
Entry summary
As we come out of lockdown, the Department of Education is going to be faced with its most challenging teacher recruitment drive ever. Many parents who may once have considered a career in teaching, will now be running miles in the opposite direction, having experienced the ultimate baptism of fire. Cheers Covid.
But what parents often forget is that there really is no tougher child to teach than their own. This campaign uses caustic humour to remind parents that though home-schooling was immensely hard, parents discovered reserves of resilience and creativity to make it work. The line ‘You’ve Taught the Toughest’ implies that once you’ve home-schooled your own child, it’s all plain sailing from here.
Entry image
Entry credits
Belle Briggs www.bellebriggs.co.uk
Rebecca Gall www.rebeccagall.work/
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Nominated
Brand
Google
Entry summary
Nearly 8% of teachers leave the profession each year; two-thirds leave before retirement, and enrollment in teacher education programs has dropped in recent years. With the slashing of educational budgets, many talented teachers are going.When states can’t replace them, legislation passes lowering qualifications, allowing unqualified teachers hired.
Now a record number of teachers retiring, and many leaving the profession altogether due to Covid-19. And forcing teachers to return to schools during a pandemic will contribute to this scarcity in talented and qualified teachers.
> With underfunded school systems and overcrowded schools, kids aren't getting quality education in America.
> Educators are paid low wages, with little concern for teaching supplies which in the end comes out of their pockets.
> They’re compelled to get a second job to make ends meet and Covid-19 makes it more difficult.
Opportunity: Qualified professionals are always looking for side hustles, why not get them to teach what they are already good at?
Idea: Education enters the Gig Economy
Introducing Mentor by Google, an app where professionals looking for side gigs sign up to teach what they already know at their local school.
Why Google?
Over the last 10 years, Google has invested and been at the forefront of modernizing schools.
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Entry credits
Art Director: Aarti Thamma
Copywriter: Keith Kitaji
Entry video
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Nominated
Brand
Duolingo
Entry summary
Puolingo is a new feature within the popular language app Duolingo, that incentivises language education by giving kids and young teens what they truly desire.
An arsenal of foul language.
Did you know, the use of foul language by kids and young teens is often linked with frustration around an inability to express oneself.
Puolingo is a project designed to anticipate the rebellious instincts of kids and young teens, while dictating the terms of their discovery.
Entry image
Entry credits
Created by George Harrild
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3
Best transport
For your most creative ideas using transport as your medium
Chip
Company or team name
Arnesia & Kristy
Brand
NHS
Entry summary
As part of a wider campaign to nudge the general public to get vaccinated for life to return to normal, we use the movement on tube doors to represent being apart and close together again with friends and family. But you can only do those again if you get vaccinated!
Entry image
Entry credits
Kristy Poh
Arnesia Ranggi
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Vinegar
Company or team name
Dragon Rouge
Brand
TFL
Entry summary
The lockdown has led to more people taking to pedal power. Despite all the good things about cycling, cyclists are not adhering to the rules of stopping at traffic lights, and are putting theirs and others' lives at risk. Our solution looks to solve that problem.
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Entry credits
David Beare - Executive Creative Director
Becky King - Creative Director
Dave Robinson - Creative Director
Manisha Mistry - Design Director
Craig Dimond - Design Director
Dan Mitchell - Senior Designer
Fiona Casey - Senior Designer
Alex Bride - Mid weight designer
Becky Wiles - Designer
Ed Steadman - Motion Designer
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Nominated
Company or team name
Electric House
Brand
The AA
Entry summary
Leveraging a shared cultural moment in a way which neatly links to both brand and product, this advert makes traditional road maps, which perhaps feel rather stuffy compared to Waze and Google Maps, feel relevant and modern. The campaign utilises classic Boris moments to emphasise the contrast between the AA's roadmap competency and the general buffoonery which comes with Boris' public persona.
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Entry credits
Beth Dunmore, Jess Batsford-Webb, Joe Taylor, Bethany Shaw, Josh Gates
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0
Best use of ambient
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We cant give feedback on specific pieces of entered work but if you would like to know more about the judging process to help explain this, please let us know.
5
Best press
For your most creative ideas in press
Chip
Brand
Raid
Entry summary
The mess is your choice, but Raid still supports you.
Entry image
Entry credits
Rudy Abi-Acar
Pablo Conde Llopis
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Nominated
Company or team name
Conor Marron and Kerry Mahony
Brand
HSE Ireland
Entry summary
COVID-19 is being spread through contact. Our main defence against the virus is good hygiene, especially washing and sanitizing your hands properly. But how do we get people to understand the importance of washing your hands?
A press advert, printed using specialised thermal ink. Leaving behind a visual trace of every hand that has touched the page. Highlighting the lingering nature of the COVID-19 virus and reminding people to wash their hands after coming in contact with high risk surfaces.
Entry image
Entry credits
Conor Marron - Art Director
Kerry Mahony - Copywriter
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Nominated
Entry summary
Lionel Messi's popularity will be remembered for decades to come thanks to how many boys' names he's inspired. The same will happen with many other football stars first names thanks to the great performance shown on the pitch. However, when supporters of the same clubs are expecting a girl it may seem football-inspired names are not an option yet. Why is that? If their women's teams have some of the best female footballers in the world too?. That's why this idea aims to inspire fans to name their newborn daughters after the best female footballers of the club they love. To create these prints, we chose the best footballers of the top women's club in the world and highlighted their achievements to finally invite supporters to follow the teams' social accounts.
Entry image
Entry credits
Copywriter: Ana Sofía Chávez Calle
Art Director: Cynthia Morales
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Nominated
Company or team name
Merkle
Brand
Tipp-Ex
Entry summary
The idea for this came from hearing when joe Biden came into office he immediately set about overturning many of the previous adminstrations policies.
Broader than just the policies, I think many in the US feel that Joe will hopefully be correcting some of the decisions from the past for years.
A natural link for me to a product like Tipp-ex.
Entry image
Entry credits
Guy Howland, Senior Creative Director
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Nominated
Company or team name
Ogilvy Health
Brand
Febreeze
Entry summary
After Trump’s departure, the cleaners needed the most powerful air freshener to freshen up the Oval Office before Biden’s arrival.
Entry image
Entry credits
Mark Lane
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5
Best digital
For your most creative ideas on a digital platform
Chip
Company or team name
Rethink
Brand
Kraft Heinz Canada
Entry summary
Days before the Oscars Heinz created its own page on the internet’s official actor database, IMDb - something no brand had ever attempted before. Using the open platform, we created our page and credited Heinz ketchup in hundreds of films. On launch day, IMDB deleted the Heinz actor page and shut us down. We were snubbed.
We had a feeling we might get shut down, so we were ready. And when we got shut down, we used our own best platform - our social channels.
Two days before the Oscars, we took to social launching calling on Consumers to find movies featuring Heinz and credit us in the comments. Ultimately, we turned our social feed into a new movie database, sourced 100% by consumers. The first 1000 commenters received free ketchup. We drove further engagement by interacting with responses in real-time with custom messages that mimicked the movies they spotted us in.
Heinz Ketchup instigated the exact social conversation that it had hoped for. With 52X the average social engagement for this campaign, we drove more traffic on social than we ever would have on IMDb. Additionally, we increased positive brand sentiment by 350%, increased household penetration, all while earning $155,000 USD in Media during one of the buzziest weeks of the year. Turns out getting snubbed during the Oscars is not so bad after all.
Entry image
Entry credits
CCO: Aaron Starkman
Creative Director: Mike Dubrick, Nicolas Quintal
Art Director: Hayley Hinkley, Mathieu Lacombe, Maxime Sauté
Writer: Jacquelyn Parent, Vanessa Harbec, Xavier Blais
Illustrator: Erin Maguire
Strategist: Julian Morgan, Sean McDonald
Producer: Anna Tricinci, Spencer Houghton
Editor: Stephen Parker
Post Production House: R+D Productions
On-Line: R+D Productions
Audio House: Vapor Music
Audio Engineer: Art Mullin
Account Services: Amy Greenspoon, Kai de Bryun Kops, Sarah Shiff
Entry video
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Nominated
Company or team name
Miami Ad School Toronto
Brand
Google Maps
Entry summary
We’ll create a new travel option on Google Maps specifically for accessible friendly routes. There are route options for bikers, walkers, and drivers, but Google Access creates holistic routes that are adapted for people with disabilities. Google Access creates equitable access to a city and innovates the way people of all abilities can navigate to their destination.
Entry image
Entry credits
Aman Soin - CW - Miami Ad School Toronto
Amira Moussa - AD - Miami Ad School Toronto
Entry video
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Nominated
Company or team name
Miami Ad School Europe
Brand
Niantic
Entry summary
Touristification of a locale may seem beneficial but locals may not always agree with this idea. Apart from the obvious economic upside, it brings a lot more issues in the city like crowds, pollution, an increase in rates of commodities, etc. All this leads to friction between tourists and locals. To ease this friction, Niantic developed ‘Mayor’. It is an application that caters to both locals and tourists. The locals recommend their favorite spots and activities to tourists. Tourists can vote for these recommendations. Each month the local with the most votes gets to be the virtual mayor of the city. Being the mayor brings a lot of perks such as discounts, free parking, and the like. With Mayor, locals get a new way to enjoy the touristification of their city.
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Entry credits
Creative Technologist: Sukratti Jain
Creative technologist: Paras Juneja
Mentor: Marc Vosshall
Mentor: Philip Wogart
Entry video
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Nominated
Company or team name
Miami Ad School, Europe
Brand
Rare Studios
Entry summary
Our concept it aims to help a community which is almost always forgotten. There are 70 million stray cats in the US right now, who could be in a good home instead of having to survive the streets.
Our game creates a community of like minded people who see the problems of these stray cats firsthand. They are also directly led to the animal shelter present in the city so they can get the cat they played as. This bond will ensure many of these cats get a good home.
We approached animal welfare organizations like PETA and AlleyCat.org to check our facts and concepts. We wanted to make sure our game is not just extremely fun to play with, but also serves our primary purpose: Making the world a safer place for stray cats.
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Entry credits
Art Director - Shadab Wajih
Creative Technologist - Sukratti Jain
Creative Technologist - Paras Juneja
Entry video
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Nominated
Company or team name
Miami Ad School Europe
Brand
World Wildlife Fund
Entry summary
Humans have been harming nature for a long time. We lack empathy and do not understand the importance of flora and fauna in our ecosystem. It has led to thousands of species to get endangered.
Trails is a browser-based platform launched in partnership with the World Wildlife Fund. It helps to create a bond between humans and wildlife through various 360 videos of endangered animals in their natural habitat. They can be viewed on any personal device or a virtual reality headset. Trails help us realize that these animals are an important part of our collective ecosystem and they need to be saved.
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Entry credits
Creative Technologist: Sukratti Jain
Creative technologist: Paras Juneja
Entry video
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8
Best stunt or experience
For your most creative ideas for stunts of experiences
Chip
Company or team name
Rethink
Brand
Kraft Heinz Canada
Entry summary
The #1 condiment for decades, Heinz Ketchup, had competition entering the market and was losing share, brand affinity and their cultural presence was diminishing. Everyone loved the product and the taste, but were falling out of love with the brand.
The brief was to ignite love for Heinz in ownable ways at retail to cement ourselves as an iconic brand and Canada’s #1 ketchup.
Online we found that people are still trying to figure out the best way to get Heinz Ketchup out of the glass bottle.
We created a limited edition bottle with the iconic label repositioned at an exact angle of 31° – the perfect ketchup pouring angle. The bottle served as the answer, as well as a breakthrough retail design that stands out on cluttered store shelves where attention is at a premium.
We launched the campaign at retail and food service partners. To drive maximum awareness for the campaign, the idea ran as a Super Bowl TV spot and extended out through social gaining global attention.
Entry image
Entry credits
CCO: Aaron Starkman, Christina Yu
Executive Creative Director: Mike Dubrick
Head of Art / Creative Director: Joel Holtby
Creative Directors: Mike Dubrick, Joel Holtby
Art Director: Hayley Hinkley
Writer: Jacquelyn Parent
Illustrator: Erin Maguire
Strategist: Julian Morgan, Sean McDonald
Broadcast Producer: Alex Butt
Production Coordinator: Spencer Houghton
Print Producer: Narine Artinian
Production Company: Fuze Reps, Crimson Fish
Photographer: Adrian Armstrong
Retoucher: Adora Beatty
Editor: Dustin Gamble
Post Production House: R+D Productions
On Line: R+D Productions
Grading: Alter Ego
Colourist: Conor Fisher
Audio House: Vapor RMW
Account Services: Amy Greenspoon, Kai De Bruyn Kops, Sarah Shiff
Entry video
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Vinegar
Company or team name
Alpaca Communications
Brand
Crisis
Entry summary
At Christmas, we are warm. The homeless are cold. We see our loved ones. The homeless are unseen. This Christmas, we want Crisis’ card campaign to be different. This year, our warmth will reveal a cold truth.
At the start of December your cards will be sold at Christmas markets. Once opened in the home of the recipient, the heat activated thermochromic ink will slowly transform the cards over the ‘12 days of Christmas’. To reveal a cold truth.
Our comfort will reveal the their discomfort. Merry Christmas.
Entry image
Entry credits
Jasmine El-Gabban and Peter Elms
Entry video
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Nominated
Brand
Burger King
Entry summary
88% of millennials alone can’t eat without scrolling. We’re so deep in our scrolling-dependency, we don’t realize how much we prioritize our screens over our food. Screens distract from the eating process, alleviating your ability to feel full, numbing your taste buds completely. The food that gets "killed" by scrolling is often the food that gets delivered. Burger King is a firm believer that all its efforts to provide a high-quality meal can, and should, be tasted. In this stunt campaign for Burger King's new delivery service, your Whopper will be delivered with a wake-up call. Burger King will go up against its biggest threat to flavor: scrolling. Targeting those with an unhealthy screen time, Burger King will turn the delivery experience into a personalized funeral for screens, making Burger King taste better at home, without changing anything!
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Entry credits
Copywriting/Art Direction/Strategy- Beti Bara
Entry video
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Nominated
Company or team name
Miami Ad School Miami and Miami Ad School San Francisco
Brand
North Face
Entry summary
The world only favors winners, making us grow up afraid of failure.
To inspire the new generation of adventurers to explore the outdoors, North Face will sponsor anyone willing to attempt an epic quest even if they fail, becoming the largest sponsor for the outdoors.
North face glorifies failure, because failing at something epic, is winning in itself.
Our Integrated Campaign Consists Of 4 Executions:
Microsite:
North Face will become the largest sponsor for the outdoors: Through our microsite, anyone willing to attempt an epic quest can apply to get sponsored, whether they succeed or fail.
Prints:
We will spread the word by highlighting what no one else shows: the falls, hits and injuries of epic failures.
Official Sponsorship:
After the world major sports events - where only the winners get the spotlight - we will sponsor those who place last.
Digital/Social Media:
We will showcase sponsored adventurers through short social media videos displaying a fragment of their journey. Viewers can swipe up to watch their full story on our YouTube channel.
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Entry credits
Valentina Orjuela - Art Director
Monica Andrade - Art Director
Hatem El Akad - Copywriter
Entry video
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Nominated
Company or team name
MVP Project
Brand
KFC
Entry summary
KFC is known for its slogans "It's Finger Lickin' Good!" The "finger lickin' good" slogan was used from 1956 and went on to become one of the best-known slogans of the 21st century. KFC recently has highlighted its slogan with a Youtube ad that links fingers and piano.
Recently, as the unprecedented corona virus became pandemic, the slogan "It's Finger Lickin' Good!" of KFC was criticized on YouTube and Twitter, and the related advertisements were deleted from the channel. The reason was that the corona virus is easily spread with fingers, which was fatal to KFC because they emphasized the taste of eating chickens by hands. We wanted to turn this crisis into an opportunity. Using the corona virus issue, we wanted to emphasize that KFC is a safer and more enjoyable brand.
The Soap Receipt campaign is really simple. This receipt is made from paper soap to prevent the corona virus. Customers can take the receipt they ordered to the restroom and melt it in the water to use it as a soap. Washing hands with soap is the most effective way to prevent Corona virus infection. So, they can wash their hands with this soap to prevent corona virus, and also enjoy KFC in a delicious and safe way.
We recycled waste oil from KFC into soap and processed it into paper form. It provides payment information printed with Eco-friendly ink made from soybean oil. This will make customers feel safer and more positive about the KFC brand.
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Entry credits
Planner & Copywriter : Lee Ju Hwan (Kookmin University)
Planner : Oh Hyun Do (Seokyung University)
Art Director : Park Chan Hyeok (Hanyang University)
Art Director : Choi Hyeon Ji (Hongik University)
Art Director : Choi Seong Min (Seokyung University)
Entry video
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Nominated
Company or team name
Stein IAS
Brand
Jeep
Entry summary
You climb the highest mountain in the UK and what do you expect to find? A nice view. Some self-satisfaction. And a Jeep electric car charger. In this stunt, Jeep announces their rugged entry into the electric car market and demonstrates taking it to new heights.
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Entry credits
Team Stein IAS
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Nominated
Company or team name
Conor Marron and Kerry Mahony
Brand
Method and Madness
Entry summary
Method and Madness is a whiskey brand that prides themselves on its innovative and experimental use of different woods during the aging process. Even going as far as naming the woods used to mature and finish the whiskey right there on the bottle. But the common consumer doesn’t realise the impact the woods have on the texture of the whiskey.
So let’s lean into the common expression “Tasting Notes” of a whiskey and create a series of records, pressed from the woods used in Method and Madness aging process, to demonstrate the difference in grain textures, through audio.
The song choice for each record reflects the taste of the whiskey. If it’s a smooth whiskey, we press a smooth jazz track into the French Chestnut record. A whiskey that’s been matured in bourbon barrels might be accompanied by an american folk track, while a more experimental taste might be identified by more alternative score like Radiohead’s classic “No Surprises”. Each wood will have different grains and textures, each adding their own distinct sound to the recognisable tunes. Highlighting the effects each wood has on the “Tasting Notes” of the whiskey by playing with musical notes.
These records will make up three separate executions:
As an educational tool in the Method and Madness distillery tour.
A once off gift to musical influencers tied to the brand.
A limited edition collectable run sold in bundles with new bottles.
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Entry credits
Conor Marron - Art Director
Kerry Mahony - Copywriter
Matthew Moss - Copywriter
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Nominated
Company or team name
Aces
Brand
Ozark on Netflix
Entry summary
The wait is over, Ozark Season 4 is coming soon.
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Entry credits
Amanda C. Acevedo
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4
Best social
For your most creative ideas using social media
Chip
Company or team name
@redballoonluke
Brand
Guinness
Entry summary
This piece was an entry into a @OneMinuteBriefs competition on March 23rd 2020 in conjunction with @TheStayingInn virtual pub.
The world was just on the brink of lockdown and people were being encouraged not to go out and socialise.
Entry image
Entry credits
Creative, concept & design: Luke O'Reilly
Agency: One Minute Briefs/Bank of Creativity
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Vinegar
Company or team name
Bank of Creativity & One Minute Briefs
Brand
WWF
Entry summary
An idea that started through One Minute Briefs, to remove the nature from the badges and logos of teams and brands we know and love, became a global campaign reaching 300 million. Even Greta Thunberg was tweeting on #WorldWildlifeDay with our #WorldWithoutNature hashtag as a result. The impact of seeing these brands missing their nature is eye-catching and shareable. These organisations and teams all have their own fanbases and audiences too, so their involvement was important. We contacted keen brands and sports teams knowing that, on the day itself, as long as we had a few... others would get involved too. The campaign spiralled with the likes of Brewdog, Hootsuite and Gymshark getting involved along with Premier League teams Wolves, Leeds, West Brown and Aston Villa. Cannes Lions even took away their lion for the day. This activity was supported with a One Minute Briefs campaign that encouraged creatives to take the nature from these logos and place them in their natural habitats. The designs were stunning and helped the campaign trend worldwide on Twitter resulting in mass-conversation around nature loss across the world via our campaign. There are plans to build upon this next year and introduce it into the physical world through signage and involved even more brands on a global scale. It has had such power that WWF are looking to run this campaign annually to put a spotlight on the serious issues we face due to climate change, resulting in the loss of nature.
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Entry credits
@OneMinuteBriefs
@WWF
@ZedTrafficker
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Nominated
Company or team name
Miami Ad School Europe, Miami Ad School Toronto, and Miami Ad School San Francisco
Brand
Ikea and +Peace
Entry summary
People are not aware of “Hostile Architecture”: a form of overlooked and deliberate violence against the homeless population, which creates animosity between the homeless, the youth and the authorities.
So +Peace partnered up with Ikea to highlight Hostile Architecture around the world, and present them with their intended purpose: unlivable living spaces for the homeless population.
We will also ask people to highlight hostile architecture and post them on social media as an official protest and petition to force authorities to take them off the streets.
Because If we want to halve violence and bring peace to our cities, we will need to meet people’s basic needs: living.
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Entry credits
Refaat Rico - Copywriter
Lee I - Art Director
Ted Pedro - Art Director
Hatem El Akad - Copywriter
Entry video
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Nominated
Company or team name
Conor Marron and Kerry Mahony
Brand
HSE
Entry summary
COVID-19 is being spread through contact. Our main defence against the virus is good hygiene, especially washing and sanitizing your hands properly. But how do we get people to understand the importance of washing your hands?
We always have our hands on our phones, and we’re all scrolling through the same content. So let’s use re-targeting technology to create an ad that gets dirtier the more it’s seen. Meaning, Every time the ad is re-targeted to the same viewer a new hand-print is added to the image.
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Entry credits
Kerry Mahony - Copywriter
Conor Marron - Art Director
Entry video
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5
Best video
For your most creative ideas using video
Vinegar
Company or team name
Truant London
Brand
Pepsi MAX
Entry summary
Another certain cola owns Christmas. Every year we see the big red truck chugging its way down snow ridden highways with Santa’s jolly effigy emblazoned on the sides. But how does the big man really feel about all this? Maybe, he’s in the 66% that actually prefer the taste of Pepsi MAX… Silenced by a lifetime of contracts… having to indulge his true cola love from the safety of service station shadows. Well the game is up, Santa! This leaked CCTV footage proves your love for another brand of cola with all the taste you’ve been craving - Pepsi MAX. It’s time to reveal the tasty truth, and be the cola man you want to be.
Our film catching Santa in the act was a huge success. In the UK alone it gained 12.6M views, 320K likes and 51K shares. The film was picked up and shared by 9GAG and other mainstream media platforms which gave it even more mileage - truly stealing the other cola’s Christmas thunder and putting Pepsi MAX into the number 1 spot at Christmas.
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Entry credits
Credits:
Creative Agency: Truant London
ECD: David Gamble
Creative Team: Charlie Lindsay & George Bartlett
Account Director: Olivia Schiavi
Regional Creative Agency: Boomerang
Regional Creative Director: Rico de Lange
Regional Creative Lead: Rens Quirijnen
Director: Lucas Camps
Editor: Cyriel Roumen
Producer: Vere Hakkens
Account Manager: Sef Mandemakers
Project Manager: René Kragt
Brand Manager Pepsi MAX Netherlands: Marthe Noordzij
Marketing Manager Pepsi MAX UK: Chloe Hardy
Digital Manager Beverages UK: Lizzie Ashby
Head of Earned, Beverages Western Europe: Dagmar Emery
Head of Total Connections Planning & Media, Beverages Western Europe: Ian Maybank
Marketing Manager Pepsi MAX, Western Europe: Rob Pawson
Entry video
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Vinegar
Company or team name
MadeBrave
Brand
MadeBrave
Entry summary
If one thing’s clear by now, it’s that 2020 is a year none of us will soon forget.
For us, we kicked off 2020 with a brand new studio and a launch party to boot! But it wasn’t long before we were all stuck at home just like everybody else with a Joe Wicks Livestream to keep the blood pumping and, well, Tiger King …also to keep the blood pumping.
So what about our brand new beloved studio? Empty and MadeBraver-less for nearly ten months! Well, so we thought until we discovered our Creative Specialist Kevin never actually left and had been locked in the studio this entire time!
Whoops.
So, what did we learn through all of this? Maybe we learned that creativity is not only an essential ingredient for coming up with all sorts of big ideas for our clients, it's also an essential survival tool for anyone trapped in an empty studio for months with little more than a cupboard full of long-life milk and a volleyball for companionship. Who knew?
As for how this happened and who’s to blame, etc., etc., we’re not entirely sure. The important thing, for now, is that our dear Kevin is safe, happy, and right back to his old charming self.
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Entry credits
Produced by MadeBrave & Wandern Media
Lead Actor - Kevin Mclean
Supporting Cast - Andrew Dobbie, Ben Neilson, Hannah Davidson, Heather Robertson, Keenan Erwin, Barbara Sharp
Written & Directed by Keenan Erwin
Entry video
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Nominated
Company or team name
FOTW
Entry summary
MUSIC IS LIFE - or at least after Creative Advertising and chips… When it comes to speakers, sound is everything and so it felt right to bring these speakers to life, in a captivating display via a few genre defining tracks.
In this piece, we explore the idea of being able to see sound, using contrasting musical genres to bring to life a bluetooth speaker in an eruption of colour and sound. From the smooth tones of Marvin Gaye to the Motorhead mosh pit we create an engaging, explosive visual language for each genre as we connect sight with sound.
The creative journey began with deliberation over visualising these genres and finding a way for them to embody the speakers which was diverse, fun, relevant and standout. Luckily we got past the ‘Country’ elephant in the room pretty quickly… This motion piece is a pure celebration of individuality which is what music is all about - diversity in taste, style, feeling and expression, all exuding from the speakers in their own, funky way. In order to create truly unique and separate genres, we allocated each genre to a different Creative and Motion Designer. The quick cuts and sudden changes in music track keeps the energy and anticipation high; in a fun, cool and totally moreish display of motion. These speakers aren’t just sound - they’re an experience. Let’s get this party started! (once Covid restrictions are lifted anyway)
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Entry credits
'Producer - Laice Gregory, Creative Director - Marlon Griffin, Creative - Jade Deamer, Storyboard Artist - Zoë Bishop, Motion Designers - Nick Bishop, Adrian Larsson, Hieran Chauhan, Mark Wingell, Chris Weyman-Jones, Philipp Bokatius, James Francis,
Entry video
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Nominated
Company or team name
Mid-Brow Studios
Brand
HelloFresh
Entry summary
Ian hates vegetables, so his family go to more and more creative lengths to get him to eat them.
They bring in none other than Emily Atack to help try and change his mind.
After she even tries pouring mushrooms on his head, like some bizarrely twisted Bush-tucker trial, they decide to give HelloFresh a go.
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Entry credits
Writer/Director - Alex Cooper
Producer - Emilia Reid
PA - Hannah Bilverstone
DOP - Hamish Anderson
Camera Assistant - Teresa Adamson
Editor - Meg Thorne
Gaffer - Owain Morgan
1st Ad - George Nelson
Hair&Make-up - Liberty Rose
Art Dept - Elena Horn
Runner - Sebastian Cadena
Sound Design - Jason Peacock
Colourist - Henry Howard
Casting - Emma Garrett
Agency: The Smalls
Client: HelloFresh
Entry video
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Nominated
Company or team name
Bank of Creativity
Brand
MS Trust
Entry summary
Throughout this film we interviewed members of the public to get their opinions and thoughts in an informal manner. We shot these Vox Pops in a studio environment and asked a series of questions to try and get trivial non-serious responses.
Eg…
What was the last thing to get on your nerves?
Anything got on your nerves today?
The final film would not be scripted and we would capture lots of content to make the start of the film as fun as possible. Including smiles and laughter. This was then juxtaposed by the real answers of people who suffer with MS who tell us what gets on their nerves... literally.
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Entry credits
@BOC_ATM
Directed by Nick Entwistle & James Clancy with The Gate Films
Shot by Olivier Richolme
Entry video
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7
Best outdoor
For your most creative ideas on an outdoor platform
Chip
Company or team name
Asim Rai
Brand
Philips
Entry summary
These solar powered ad shells would exhibit the power of Philips energy efficient lightbulbs, whilst also making poorly lit pedestrian areas safer and brighter at night.
Entry image
Entry credits
Created by Asim Rai
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Vinegar
Company or team name
@redballoonluke
Brand
Guinness
Entry summary
This piece was an entry into a @OneMinuteBriefs competition on March 23rd 2020 in conjunction with @TheStayingInn virtual pub.
The world was just on the brink of lockdown and people were being encouraged not to go out and socialise.
Entry image
Entry credits
Creative, concept & design: Luke O'Reilly
Agency: One Minute Briefs/Bank of Creativity
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Nominated
Company or team name
Rethink
Brand
Kraft Heinz Canada
Entry summary
Heinz was starting to see brand affinity scores decline as competitors stole share. Our objective was to re-ignite an emotional connection with Heinz in a culturally relevant way to bolster consumer loyalty.
The truth is, Heinz is ketchup. We needed to find a way to prove this. To uncover this unspoken association we conducted a social experiment with participants from 18 countries. We anonymously asked a group of people to simply “Draw Ketchup.”
The result? The quality of the drawings ranged, but they all had something in common: when they drew ketchup, they drew Heinz.
We then used the original user generated drawings as a quirky OOH campaign.
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Entry credits
CCO: Aaron Starkman
Executive Creative Director: Mike Dubrick
Creative Director, Head of Art: Joel Holtby
Associate Creative Director: Zachary Bautista
Art Director: Zachary Bautista
Writer: Geoff Baillie
Designer: Jaclyn McConnell
Strategist: Sean McDonald, Julian Morgan
Producer: Alex Butt
Production Coordinator: Spencer Houghton
Print Producer: Narine Artinian
Production Co.: R+D Productions
Director: Agency
DoP: AA Scott McClellan
Editor: Stephen Parker
Color / Online: Emmett Maloney
Account Services: Amy Greenspoon, Kai de Bruyn Kops, Allie Kennedy
Audio House: Vapor Music
Audio Engineer: Art Mullin
PR Agency: The Colony Project
Media Agency: CARAT
Community Management: SALT
Entry video
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Nominated
Company or team name
Media Bounty
Brand
Netflix
Entry summary
Let’s face it. The Royals are keeping us entertained – and in doing so, have given the writers of The Crown enough ammunition to write another 10 seasons.
An experiential OOH approach that aims to give viewers the same first-hand insight that the producers seem to have into what happens on the other side of that big gate. When the viewer peeps through – they'll be shown non-stop streaming footage from the show. You never know, you might catch Andrew getting a sweat on...
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Entry credits
Creative Director: Francois Boshoff
Art Director: Lara Hallam
Copywriter: Hannah Rendell
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Nominated
Company or team name
Studio Mean
Brand
Transport for London
Entry summary
Face coverings. A year on and we’ve reached a point where it’s less about getting people to wear one, but getting people to wear one properly. London transport has generally high compliance but there's still an issue with masks not being worn effectively over people’s noses (we're looking at you, Pinocchio).
Insight
People don't like being told what to do. Research tells us we're more likely to engage in prosocial behaviour if we think others are adhering to the rules. Transport for London has an audience of over seven million Londoners and has a unique opportunity to affect peoples behaviour every day.
Idea
"We all nose it.” The TfL roundel transforms into a mask-abiding mascot across the London network, enabling a positive social message to be built into the heart of the brand. Instead of yet more public health information, we simply imply what everyone already knows anyway.
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Entry credits
Mat Giles, Creative Director
Alexandra Jurva, Creative Director
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Nominated
Company or team name
Rockstar
Brand
Coca-Cola
Entry summary
Shine a light through glass and the refraction splits it into all the colours of the rainbow. Add brown and black and you complete the LGBTQ spectrum. Coke celebrates Pride with an elegant execution using the Coke Ribbon. The white light shines through the bottle and refracts like the famous Pink Floyd album cover.
Entry image
Entry credits
Sid Nair, Copy
Chris Catchpole, Art
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Nominated
Company or team name
Miami Ad School, Berlin
Brand
Nike
Entry summary
Nike allows the customer to purify the air by creating a sneaker painted with Graphene Lime paint – a paint that catches carbon emissions and purifies the surrounding air. The creative idea is about letting the customer be an active participant in purifying the air – just by wearing sneakers. The idea is innovative in the way that it uses Graphene Lime Paint as a way to not only purify the air but also create a buzz because the design only reveals once the carbon has been absorbed.
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Entry credits
Art Director: Nursolehin Yunos
Art Director: Tracy Kintu
Art Director: Elva del Rosario Pacheco Llanos
Tutor: Sarah Buggle
Entry video
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5
Best corporate identity
For you most creative corporate identities
Chip
Company or team name
Retina
Brand
QAnaon
Entry summary
This brand guidelines document gives QAnon members everything they need to create compelling, brand-driven communications that stay true to the Q values. It includes notes on primary and secondary colour palettes, the brand font, the type of imagery to use and the overall Q tonality to help develop relevant and cohesive content across all communication mediums. QAnon'ers will also have access to an image library and co-branding guidelines should they ever want to expand their messaging beyond their local Facebook groups. Read carefully to make sure you stay on-brand.
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Entry credits
Michael Ruby, Chief Creative Officer
Jessica Everson, Head of Copy
Silviu Mocanu, Design Director
Toby Williams, Copywriter
Andrew Webber, Designer
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Vinegar
Company or team name
Radley Yeldar
Entry summary
One of the most over-used phrases throughout the pandemic gets new meaning.
Entry image
Entry credits
Design and art direction: Vickie Burns, Radley Yeldar Creative
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Nominated
Company or team name
Dragos Giol
Brand
D&AD
Entry summary
D&AD is much more than just awards. It creates a vibrant global community where creatives and clients are inspired by world-class creative work.
Entry image
Entry credits
Dragos Giol
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Nominated
Company or team name
Stein IAS
Brand
Dulux
Entry summary
So many Pride events have been cancelled. This doesn't mean it shouldn't be celebrated all year every year. In support of the LGBTQ community, Dulux will transform its corporate identity to launch the Pride Range. These iconic colours can now be displayed inside and out.
Take pride in your home.
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Entry credits
Team Stein IAS
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Nominated
Brand
Pringles
Entry summary
Pringles has been a beloved household name for years, with a distinguished logo that everyone knows and love. However, since their sudden, and unexpected rebrand, people didn’t shy away from expressing their dislike towards their new bald logo. We propose to Pringles to #regrowtherebrand and join everyone else who shaved their heads whilst the hairdressers were shut in lockdown.
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Entry credits
Abbie Perring & Annabel Bexfield
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6
Best ad without a headline
For your most creative ideas where the ad speaks for itself without the need for a headline
Chip
Company or team name
Media Bounty
Brand
Entry summary
Despite dumping 8 million metric tons of plastic into the oceans this year, Coca Cola won't be phasing out their single-use bottles any time soon. We changed their iconic stripe into a wave of plastic pollution - and (without a word) helped Breakfreefromplastic.org to remind the public that Coke continue to hold the title of the world's worst corporate polluters.
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Entry credits
Creative Director: Francois Boshoff
Senior Creative: Radina Galabova
Copywriter: Tommy Lee
Senior Designer: Maddie I'Anson
Art Director: Lara Hallam
Copywriter: Hannah Rendell
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Vinegar
Company or team name
Rockstar
Brand
Coca-Cola
Entry summary
Shine a light through glass and the refraction splits it into all the colours of the rainbow. Add brown and black and you complete the LGBTQ spectrum. Coke celebrates Pride with an elegant execution using the Coke Ribbon. The white light shines through the bottle and refracts like the famous Pink Floyd album cover.
Entry image
Entry credits
Sid Nair, Copy
Chris Catchpole, Art
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Nominated
Company or team name
Marketing Concepts
Brand
MCDONALD'S
Entry summary
Using the Iconic Donald Trump Newspaper stack image and adding a burger to emphasise the need of a really BIG mouth to eat a really Big Mac. No headline Needed.
Entry image
Entry credits
Grant Wilson, Marketing Concepts
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Nominated
Brand
Dulcolax
Entry summary
When the Ever-Given ship got stuck in the Suez canal it created a huge backlog of vessels. No one likes uncomfortable and lengthy blockages, particularly when the world is watching.
Entry image
Entry credits
Sandy Cameron
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Nominated
Company or team name
Stein IAS
Brand
Guinness
Entry summary
The perfect pint in the perfect placement, poured while you wait for your download.
Entry image
Entry credits
Team Stein IAS
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Nominated
Company or team name
AML Group
Brand
Quorn
Entry summary
The planet is heating up. And sometimes even burns. To prevent heating the planet by less than 2% we need to cut beef consumption by 90%. Quorn has always lead the way in offering an alternative.
Entry image
Entry credits
Chris Walker, Head of Art, AML.
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0
Ad most likely to start World War 3
Unfortunately the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We cant give feedback on specific pieces of entered work but if you would like to know more about the judging process to help explain this, please let us know.
6
Best ad which really should run (that hasn't)
For your most creative ideas that clients actually could run.. but never has
Chip
Company or team name
Tribal London
Brand
Bloody Good Period
Entry summary
In partnership with charity Bloody Good Period, we've created 'The Period Pass'.
Available for instant use (just cut out and go!), the pass and its accompanying advertorial aims to raise awareness of the problems teens who menstruate face at school. In particular, highlighting the issue of period shame and being denied access to toilets during lessons. If the campaign were real (and we hope it can be), there would be an accompanying online petition which calls for a new law against it.
...And if teenagers actually ended up cutting out and using the period passes in schools? Even better. We love a rebellious guerrilla campaign!
Entry image
Entry credits
Creative: Emma Harris + Clare Ince
Design: Clare Ince
Copy: Emma Harris
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Vinegar
Company or team name
Ogilvy Health
Brand
Pantone
Entry summary
Take a look. You’ll never see this colour again.
Enough is enough for Pantone, they can’t bare to continuously watch any more species and their beautiful colours systematically disappear from the earth.
To turn the spotlight on the environmental crisis we’re facing, Pantone commit to retiring the iconic colours of the species that go extinct in the wild, or go for good.
If they can’t be seen there, they shouldn’t be seen anywhere.
Pantone advertise the retired colours each year following the annual extinction report and then completely remove their colour codes from their colour wheels, swatches and charts – leaving blank spaces where the colours once existed, never to be seen again.
Entry image
Entry credits
Chelsey Toms, design by Romina Ciccioli
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Vinegar
Company or team name
Cynthia Morales
Brand
PURINA
Entry summary
Dogs love shoes, and surely this is the reason why most of their toys are made out of rubber and leather. On the other hand, people throw away millions of shoes every year. That's why we would like to create a new recycling habit, where brands can repurpose them to create second-hand toys for dogs.
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Entry credits
Copywriter: Ana Sofía Chávez Calle
Art Director: Cynthia Morales
Entry video
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Nominated
Company or team name
UCA Advertising + Animation
Entry summary
Dumb Ways to Spread is a collaborative project between the University for the Creative Arts BA Advertising and Animation courses. The idea picked up momentum as the advertising creatives started drafting lyrics and storyboarding, with a sharpened insight to raise awareness and encourage vaccination. They recruited a team of animators to bring their message to life. Singer songwriter, Eloise Kate, fell in love with the idea when it was pitched to her, joining the team and giving the campaign a ‘voice’. The entire campaign was created remotely. The creatives haven’t collaborated in the past nor met in person, yet each challenge was met with mutual trust and an open mind. This goes to show how many boundaries creativity is willing to break through when two passionate courses combine their forces, to prove how ‘essential’ artists truly are.
Entry image
SWTS CASE STUDY COVER IMAGE.pdf
Entry credits
Creatives: Tarek Badawi, Beti Bara, Bea Galkeviciute, Kyle Gayle, Jelmer Heijligers, Cassia Hodgson, Rayhannah Preston, Payton Procter, Phoebe Robinson, Hannah Rees Animators: Harvey Auerbach-Dunn, Kieran Firth-Bernard, Jack Hilder, Çise Tuna, Cameron Carr Vocals: Eloise Kate
Entry video
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Nominated
Company or team name
Asim Rai
Brand
Philips
Entry summary
These solar powered ad shells would exhibit the power of Philips energy efficient lightbulbs, whilst also making poorly lit pedestrian areas safer and brighter at night.
Entry image
Entry credits
Created by Asim Rai
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Nominated
Company or team name
N/A
Brand
Oatly
Entry summary
The Idea: Oats not milk!
The Execution: Send-up of Got Milk? by Goodby Silverstein & Partners advertising campaign.
The Description: In America, the original campaign was used to encourage the consumption of milk and places celebrities at the forefront of the ad sporting a milk tash.
This Oatly campaign intends to be activated across print ads for magazines and OOH. Along side Oatlys distinguishable logo, and colour branding. The photography will be supported by body copy inclusive of the irreverent style of cheekiness that Oatly is known for. It will also compliment the image of the celebrity endorsement in a tongue and cheek parody of the original ad.
The celebrities will be wearing a similar oat milk tash and pushing the benefits of Oatly with its rich and creamy taste.
These ads also intend to take a trip down nostalgia lane. Not only with lampooning another successfully done marketing campaign, but also via the use of the celebrities included in it. What they represented to the cultural zeitgeist and what they are know for is as important to this output for Oatly.
Quickly breaking down the images and the body copy. The image of Seth Rogen infers, as a known "plant enthusiast" that he knows the benefits of Oatly over milk. Kelis is now using Oatly as successful alternative to making her "milkshake". And Leonard Hofstadter (Johnny Galecki) no longer has to worry about his lactose intolerance due to switching to Oatly.
Entry image
Entry credits
The Seth Rogen image is created by Kith Treats “GOT MILK?” campaign.
The Kelis image was used for the Milkshake (song) single cover art release in 2003.
The Johnny Galecki image was created for promotional images for the Big Bang Theory for CBS.
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6
Best political
For your most creative ideas with a political focus
Chip
Company or team name
Conor Marron and Kerry Mahony
Brand
Transport For London
Entry summary
From 2015, England and Wales have seen a steady increase in reported hate crimes of all kinds. However, discrimination due to race is still the most prevalent with 76070 incidents being reported in the 2020.
As a local government body responsible for the safety of all passengers, Transport for London must understand that racist violence still happens on public transport, with bystanders rarely stepping in.
How can we effectively show our stance against racism, while empowering passengers to intervene?
We've created a provocative OOH poster campaign that brings an iconic protest image to public transport.
Entry image
Entry credits
Conor Marron - Art Director
Kerry Mahony - Copywriter
Olivia Chancellor and Ollie Bland - The Red Dress Illustrators
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Vinegar
Entry summary
Donald Trump's attitude of tweet before he speaks has dropped him in hot water on many occasions. After 4 turbulent years in office, Donald Trump's presidency ended with the blocking of all his social media platforms. His Twitter timeline is no longer available to look back on for people to remember how Trump used his personal Twitter account to create controversy; publicly toying with national and international relations. This miscalculated behaviour arguably contributed to tensions within the US public between political followers with different opinions on certain topical issues.
Donald Trumps immortalises Donald Trump's most infamous tweets in the beloved trump card game format. Relive his most infamous tweets which are rated by retweets, likes, replies, accuracy, arrogance and professionalism. Donald Trumps puts Trump's tweets in the hands of the public and allows them to let him play with his tweets like he played with politics.
Entry image
Entry credits
Liam Mead
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Nominated
Company or team name
2050 London
Brand
Azimo
Entry summary
Our film speaks to migrant workers. The advertising cliché portrays them sending money back to a loving family. While true, it ignores the complexity of family ties. All too often they feel their hard work and sacrifice is unappreciated back home; a sentiment they feel echoed by society in their new country as well. In a world in which migrants feel taken for granted we hero a migrant’s story and convey it with the cinematic production values the story deserves. The powerful voice of actor Nonso Anonzie narrates as we follow a man driving around a city reflecting on the challenges he faced on his journey – hostility, the struggle to belong and the need to learn. As he drives, he notices other migrants working hard; taxi drivers, doctors, students and delivery men are putting in the essential work for their communities. The story culminates by revealing that through his willpower he’s established himself as a paramedic - settled in his new home and adding value to society. He rushes a patient into a hospital - echoing the COVID-19 crisis. The film is personal yet taps a universal migrant experience to make the compelling point that migrants’ hard work deserves more.
Entry image
Entry credits
Marketing Director: Adam Ryan.
Creative Agency: 2050 London.
Managing Director: Adam Morrison.
Strategy Director: Ben Tan.
Creative Directors: Mathew Saunby & Adam Chiappe.
Senior Copywriter: Nick Smith.
Producer: Richard Fenton.
Production company: My Accomplice.
Director: Nick Rutter.
Editor: Gary Forrester. The Quarry.
Grade & Post Production: Electric Theatre Collective.
Sound: Soho Square Studios.
Music: Louis IV.
Entry video
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Nominated
Company or team name
Ben Markey & Baz Williamson with illustrations by Lily,Eva & Oscar Markey
Brand
NHS
Entry summary
During the height of the pandemic NHS rainbows came to symbolise hope and a feeling of togetherness through these terrible times. Children’s drawings and paintings in windows across the land showed the NHS staff that we were thinking about them and were thankful for what they’re doing and continue to do for us.
Unfortunately, not everyone feels the same way and thought a 1% pay rise was acceptable. Well Boris it isn't and no one else thinks it is either.
We’ve hijacked the rainbows and added some cold harsh reality to let Boris know how we feel.
The man who didn't take the pandemic seriously is now not taking the NHS seriously.
Well not on our watch.
Entry image
Entry credits
Ben Markey - Copywriter
Baz Williamson - Art Director
Lily Markey - Illustrator
Eva Markey - Illustrator
Oscar Markey - Illustrator
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Nominated
Company or team name
Miami Ad School Europe, Miami Ad School Toronto and Miami Ad School San Francisco
Brand
Ikea and +Peace
Entry summary
People are not aware of “Hostile Architecture”: a form of overlooked and deliberate violence against the homeless population, which creates animosity between the homeless, the youth and the authorities.
So +Peace partnered up with Ikea to highlight Hostile Architecture around the world, and present them with their intended purpose: unlivable living spaces for the homeless population.
We will also ask people to highlight hostile architecture and post them on social media as an official protest and petition to force authorities to take them off the streets.
Because If we want to halve violence and bring peace to our cities, we will need to meet people’s basic needs: living.
Entry image
Entry credits
Refaat Rico - Copywriter
Lee I - Art Director
Ted Pedro - Art Director
Hatem El Akad - Copywriter
Entry video
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Nominated
Company or team name
NEXT-DC
Brand
NEXT-DC
Entry summary
Both as a company and as a group of like-minded individuals, NEXT-DC has supported the 2020 summer protests for political change in Bulgaria since day one. Despite the ruling elite’s attempts to discredit the social unrest in every way they could, we see the protests for what they truly were — a sincere representation of people’s repulsion for the corrupt political system, unjust legislation, protection of criminal figures and lack of a European vision for the future. What we found was that the protest movement in Bulgaria, while active on the streets, was not really visually present on the most prominent online platforms that help people document what’s really happening and express their views with a wider audience. That’s why we created a powerful GIF Pack that draws on the absurdity of the political state of the country and spreads awareness about the protests and protesters’ desire for change. In order to use it, people simply had to search for the hashtag “OSTAVKA” (“resignation”), or “RESIGN”, if they were located outside Bulgaria.
The stickers quickly gained attention and helped thousands of people express their dissatisfaction with the ruling government. Their success among the protesters is evident through the 2.7 million GIF and sticker views on Instagram.
Entry image
Entry credits
“A GIF pack for your protest story"
Creative Director:
Maria Todorova/Alexander Antonov
Graphic Design: Teodor Genov (Pastedko) and Evgenia Nikolova
Account Director: Hristo Petkov
Entry video
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5
Best ad without a visual
For your most creative ideas without a visual... maybe it's just great copy
Chip
Brand
Pink Cherry
Entry summary
PinkCherry is Canada's largest sex toy store. Since the start of the pandemic, Canadians are having less sex, especially single people who are finding it harder to meet new people. So, we decided to create a cheeky billboard to remind people that you don't necessarily need another person to enjoy yourself -- you just need to shop at PinkCherry.
Entry image
Entry credits
Copywriter - Beth Garrad
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Chip
Company or team name
Eleanor Calsy Harrison
Brand
NHS Blood and Transplant
Entry summary
Giving blood is easy, straightforward and generally painless. Each donation can save up to 3 lives, be used in the development of treatments and therapies or improve the quality of life for people who need long-term treatment. It’s not a big ask for the donor and literally saves lives. This idea illustrates how simple it is to donate, taking away excuses and focusing on 1 thing that more people need to give: blood.
Entry image
Entry credits
Created by Eleanor Calsy-Harrison
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Vinegar
Company or team name
Stein IAS
Brand
Waterstones
Entry summary
When it comes to selling books, a bit of decent writing is all it takes.
Entry image
Entry credits
Team Stein IAS
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Nominated
Company or team name
M&R
Brand
Volkswagen
Entry summary
A Volkswagen is a meticulously crafted, finely tuned piece of German engineering. Replace just one genuine part with a generic one, and you no longer have a meticulously crafted, finely tuned piece of German engineering.
Entry image
Entry credits
Copywriter: Mike Albrecht
Art Director: Ryan Speziale
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Nominated
Company or team name
Merkle
Brand
Macmillan Cancer Support
Entry summary
Since national lockdowns have been introduced, cancer care has taken a backseat. Screening has been suspended, routine diagnostic work has been deferred and countless lifesaving operations and therapies have been missed unless extremely urgent. The problem is, cancer doesn’t wait for coronavirus and delays to diagnosis and treatment cost lives. We need to tackle this. Now.
So I got to thinking about cancer… cancer involves lumps… one lump or two… tea… coffee… It was obvious. Macmillan is the right brand to bring to light the forgotten epidemic – one we don’t yet know the full extent if until the pandemic is over. We need to start talking about this, and treating those in need, before more treatable people die. We need to start the difficult conversation.
Entry image
Entry credits
Lucy Prior, Copy Lead
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6
Best ad from the future
For your most creative ideas looking at what could be happening in the future
Chip
Company or team name
Raw London
Brand
LEGO
Entry summary
LEGO are ethical leaders in the toy space, having launched their first plant-based bricks back in 2019. With an aim to making their products fully sustainable by 2030, they look like a brand keen to make a statement in the climate space.
Entry image
Entry credits
Content Strategist: Don Mike
Creative Producer: Lexi Kiddo
Art Director: Tomas Fuller
Marketing Director: Charlotte Harris
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Vinegar
Brand
The British Museum
Entry summary
Remember handshakes? This exhibition in 2051 should jog your memory.
Entry image
Entry credits
Aubrey O'Connell, Mica Preston
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Nominated
Company or team name
Billion Dollar Boy
Brand
National Geographic
Entry summary
Visual storytelling is at the heart of National Geographic’s annual Photo Contest which celebrates inspiring and thought-provoking shots of our natural environment. But this year is different. It’s time to act. By 2050, there will be more waste plastic than fish in our oceans. The Covid-19 pandemic has bought with it a new wave of plastic pollution, PPE. In the UK alone, if every person used a single-use face mask a day for a year, it would create an additional 66,000 tonnes of contaminated waste and 57,000 tonnes of plastic packaging. It’s a harsh reality to face but one we must tackle together if we want our ocean to have more Jellyfish than Face Masks. Our marine wildlife desperately needs protecting not protective equipment. National Geographic is spotlighting the plastic pandemic with the Nature Photographer of the Year 2050.
Entry image
Entry credits
Billion Dollar Boy
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Nominated
Company or team name
Ogilvy Health
Brand
National Geographic
Entry summary
As a result of the abhorrent way we treat our planet, wildlife has been obliterated, leaving National Geographic with no creatures to photograph for their 2050 series.
Entry image
Entry credits
Lisa Diamond, design by Romina Ciccioli
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Nominated
Brand
Nike
Entry summary
Fitness isn’t complete without music. However, the performance-optimizing benefits of music come down to the extent of heart rate synchronization. Any song that is out of sync is distracting and damages the physical progress, acting more like an obstacle than a motivator. The wrong musical choice affects your BPM, distracts your breathing, and even gives you an illusion of your effort. But finding a tune that is in tune with you is proven to be impossible: all hearts beat different. Nike SYNK is a fitness app that revolutionaries the relationship between music and exercise. Converting your heartbeats and motions into a real-time, personalised song, Nike SYNK allows you to focus on your fitness and listen to music simultaneously. No more remixes, shuffles, or skipping beats. Cardio is for everyone. We must listen to our own hearts when it comes down to it.
Entry image
Entry credits
Creative concept: Beti Bara & Kyle Gayle
Music by: Jack Newton
Entry video
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Nominated
Company or team name
Creative Sponge
Brand
Virgin Galactic
Entry summary
The first in a series of adverts highlighting the unique experiences that can be found on the Virgin Galactic Cruise of the Milky Way. Enjoy zero gravity swimming, space walks, day excursions to the surface of Mars and Pluto, and dining among the stars. Launching Summer 2094. Book now.
The juxtaposition of a vintage illustration style against a futuristic subject matter feels both familiar yet fantastical. A human approach to a vision of the future.
Entry image
Entry credits
Studio at Creative Sponge
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6
Best shop window post card
For your most creative ideas using a shop window postcard space
Chip
Company or team name
Ogilvy Health
Brand
Glass etching teacher
Entry summary
Appropriately, a shop window postcard advertising a local glass etching class has been physically etched into the shop window of the local newsagents.
Entry image
Entry credits
Mark Lane
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Vinegar
Company or team name
White Rabbit Budapest
Brand
N/A
Entry summary
A visual pun – illustrating the form of a xylophone – to stand out of other "traditional looking" window post cards.
Entry image
Entry credits
Levente Kovacs, Istvan Bracsok
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Nominated
Company or team name
White Rabbit Budapest
Brand
N/A
Entry summary
An easy-to-undertand, yet distinctive way of using cultural references (simplistic form of Japanese flag/mimicking Japanese writing) to promote Japanese language learning.
Entry image
Entry credits
Levente Kovacs, Istvan Bracsok
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Nominated
Company or team name
Blab Digital
Entry summary
A shop window postcard designed to advertise a narcolepsy support group (a chronic sleep disorder characterised by overwhelming daytime drowsiness and sudden attacks of sleep).
The writer of the advert clearly suffers from the condition and even drops off whilst writing the ad with the ink trailing off part way through the details.
Entry image
Entry credits
Blab Digital
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Nominated
Company or team name
Ogilvy Health
Brand
NSPCC
Entry summary
A picture speaks a thousand words! This shop window post card persuades us to imagine the story behind a troubled family, a child suffering from domestic abuse, bringing home an innocent drawing from school hoping it would be stuck on the fridge for a day or two, only for the father tearing and scrunching it up before throwing it in the bin.
The uncertainty about what happens behind closed doors urges us to help support the NSPCC.
Entry image
Entry credits
Phai Dip
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Nominated
Company or team name
Stein IAS
Brand
Pixels Retro Arcade
Entry summary
It's a postcard in a window!
Entry image
Entry credits
Team Stein IAS
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2
Best fake news
For your most creative ideas around fake news
Chip
Company or team name
Miami Ad School
Entry image
Entry credits
Art Director: Seine Kongruangkit
Copywriter: Sebastiao Assis
Troubleshooting: Lennert Scharder
Web Developer: Nicola Franchini
Entry video
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Nominated
Company or team name
Mihell & Lycos
Entry image
Entry credits
Kimon Lycos
Entry video
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7
Best use of bad taste
For your most creative and clever ideas around bad taste... not just bad taste for the sake of it
Chip
Company or team name
Stein IAS
Brand
Senokot
Entry summary
Unblocking canals is sometimes a mammoth undertaking. No job is too big for Senokot.
Entry image
Entry credits
Team Stein IAS
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Nominated
Brand
Crown Paints
Entry summary
In light of the accusation from the Duke and Duchess of Sussex of a racist remark made by a member of the Royal Family, this design is a metaphor to reflect such attitudes. To keep an element of realism, all colour names (except White Wash) are actual Crown Paints colours. Also, their official tagline really is 'It's not just paint - it's personal' which is rather fitting. The brand also holds the Royal Warrant.
Entry image
Entry credits
Adam Terry
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Nominated
Company or team name
Freelance
Brand
Pfizer Viagra
Entry summary
Viagra Easter adverts. On the first advert, Jesus won't be the only one to rise on Easter and on the second advert, enjoy humping like bunnies this Easter.
Entry image
Entry credits
Paul Shinnors
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Nominated
Company or team name
FOTW
Entry summary
We’ve all been there, haven’t we? - Passing a dirty van incognito, when the temptation to draw something rude on it, gets too much. ‘Get That Muc-Off’ is encouraging you to fight back from the filth in a quick, playful and amusing way to sell car-cleaning goods. Seemingly offensive words are written into the sides of filthy cars and vans giving an amusing take on having a dirty car and a dirty mind.
But then after the car door shuts, the rest of the phrase is revealed, now related to cleaning your car and not the initial rude phrase you automatically assumed. This is an instant and entertaining execution with a simple message - ‘Clean your f’ing car!’ And use ‘Muc-Off’ to do it.
Entry image
Entry credits
Creative Director - Marlon Griffin, Visualiser - Zoë Bishop
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Nominated
Company or team name
Jonah Campbell Creative
Brand
Pornhub
Entry summary
I am going to hell for this.
Entry image
Entry credits
Jonah Campbell
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Nominated
Company or team name
Jonah Campbell Creative
Brand
Burger King
Entry summary
This category asks for the best use of bad taste. Well, what about not just bad taste, but no taste at all?
Entry image
Entry credits
Copywriting by Jonah Campbell. Art Direction by Jonah Campbell and Alasdair Munro.
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Nominated
Company or team name
Stein IAS
Brand
Kleenex
Entry summary
With more people working from home cleanliness is important. And people might just have a bit more time on their hands, among other things.
Entry image
Entry credits
Team Stein IAS
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7
Best parody
For your most creative ideas that use parody
Chip
Company or team name
UCA Advertising + Animation
Entry summary
Dumb Ways to Spread is a collaborative project between the University for the Creative Arts BA Advertising and Animation courses. The idea picked up momentum as the advertising creatives started drafting lyrics and storyboarding, with a sharpened insight to raise awareness and encourage vaccination. They recruited a team of animators to bring their message to life. Singer songwriter, Eloise Kate, fell in love with the idea when it was pitched to her, joining the team and giving the campaign a ‘voice’. The entire campaign was created remotely. The creatives haven’t collaborated in the past nor met in person, yet each challenge was met with mutual trust and an open mind. This goes to show how many boundaries creativity is willing to break through when two passionate courses combine their forces, to prove how ‘essential’ artists truly are.
Entry image
Entry credits
Creatives: Tarek Badawi, Beti Bara, Bea Galkeviciute, Kyle Gayle, Jelmer Heijligers, Cassia Hodgson, Rayhannah Preston, Payton Procter, Phoebe Robinson, Hannah Rees Animators: Harvey Auerbach-Dunn, Kieran Firth-Bernard, Jack Hilder, Çise Tuna, Cameron Carr Vocals: Eloise Kate
Entry video
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Vinegar
Company or team name
Dave & Al
Brand
Trip Adviza
Entry summary
In a world where there are comparison sites for absolutely everything, it seemed crazy to us that there wasn't one for a true provider of pleasure – recreational drugs. Talk to Frank and he'll just tell you to steer clear. We felt the drug-taking community would be better served by a tool that points you in the direction of the good stuff and helps you steer clear of the dross.
Entry image
Entry credits
Senior Copywriter – Dave Barrett
Senior Art Director – Al Allen
Entry video
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Vinegar
Company or team name
Ideas and That
Brand
Google
Entry summary
[Please watch our entry video & Sheridan Smith original ad]
Destroy a local business, with a little help from Google
(based on Sheridan Smith #DearLocal ad parody: https://youtu.be/ndiDIKokszY)
What do you do when someone posts a fake one-star Google review for your business?
You flag it to Google of course. And then you wait. Days, weeks… Months. Emailing, calling, chasing justice for your beloved business. And let’s be honest, businesses have been compromised enough this year, without the help of competitors, trolls, evil fu*%@ing bas%@rds!!!
No. You don’t get mad. You get creative.
So when we saw Sheridan Smith swanning around town in Google’s #DearLocal campaign, banging on about how “proper easy” it is for “anyone” to leave a Google review, we saw an opportunity to expose the brutal reality of that. Because to leave a review, all you need is a Gmail account.
Good news for our troll ‘John Smith’ (true story). Bad news for small businesses.
Ps. To prove our point (please don’t hate us), we’ve posted a lovely one star Google review for The Drum. We're confident it'll be there until the end of time, but don’t worry, we’ll take it down eventually ;)
Entry image
Entry credits
Amy Upfield, Co-founder, Ideas and That
William Upfield, Co-founder, Ideas and That
Entry video
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Nominated
Company or team name
School of Communication Arts 2.0
Brand
Coca Cola
Entry summary
-
Entry image
Entry credits
Freddie Mickshik, Beck Dunn, Alek Lewin
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Nominated
Brand
Lynx Africa
Entry summary
Simply put, the Lynx effect and social distancing do not mix.
This requires a ‘public health warning’ from the brand pleading that people do not buy, let alone use, their classic deodorant
Entry image
Entry credits
-
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Nominated
Company or team name
Khurram Hussain
Brand
Aston Martin
Entry summary
About time Aston did a PSA campaign after encouraging all those generations to drive like 007.
Entry image
Entry credits
Khurram Hussain - Freelance
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Nominated
Company or team name
Truant London
Brand
Pepsi MAX
Entry summary
Another certain cola owns Christmas. Every year we see the big red truck chugging its way down snow ridden highways with Santa’s jolly effigy emblazoned on the sides. But how does the big man really feel about all this? Maybe, he’s in the 66% that actually prefer the taste of Pepsi MAX… Silenced by a lifetime of contracts… having to indulge his true cola love from the safety of service station shadows. Well the game is up, Santa! This leaked CCTV footage proves your love for another brand of cola with all the taste you’ve been craving - Pepsi MAX. It’s time to reveal the tasty truth, and be the cola man you want to be.
Our film catching Santa in the act was a huge success. In the UK alone it gained 12.6M views, 320K likes and 51K shares. The film was picked up and shared by 9GAG and other mainstream media platforms which gave it even more mileage - truly stealing the other cola’s Christmas thunder and putting Pepsi MAX into the number 1 spot at Christmas.
Entry image
Entry credits
Credits:
Creative Agency: Truant London
ECD: David Gamble
Creative Team: Charlie Lindsay & George Bartlett
Account Director: Olivia Schiavi
Regional Creative Agency: Boomerang
Regional Creative Director: Rico de Lange
Regional Creative Lead: Rens Quirijnen
Director: Lucas Camps
Editor: Cyriel Roumen
Producer: Vere Hakkens
Account Manager: Sef Mandemakers
Project Manager: René Kragt
Brand Manager Pepsi MAX Netherlands: Marthe Noordzij
Marketing Manager Pepsi MAX UK: Chloe Hardy
Digital Manager Beverages UK: Lizzie Ashby
Head of Earned, Beverages Western Europe: Dagmar Emery
Head of Total Connections Planning & Media, Beverages Western Europe: Ian Maybank
Marketing Manager Pepsi MAX, Western Europe: Rob Pawson
Entry video
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7
Covid Awareness Campaign, Ad or Experience
For your most creative ideas designed to promote issues around public health.
Chip
Company or team name
redballoonluke
Brand
Guinness
Entry summary
This piece was an entry into a @OneMinuteBriefs competition on March 23rd 2020 in conjunction with @TheStayingInn virtual pub.
The world was just on the brink of lockdown and people were being encouraged not to go out and socialise.
Entry image
Entry credits
Creative, concept & design: Luke O'Reilly
Agency: One Minute Briefs
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Vinegar
Company or team name
LUP Jakarta
Brand
Gold's Gym Indonesia
Entry summary
During the pandemic (early 2020) Gym are deemed one of the most dangerous (high risk) places to be. 13 Gold’s Gym locations all over Indonesia had to close down temporarily. During that time people can’t go to the gym, when we all know it is more essential than ever to keep your body in top condition. Gold’s Gym Indonesia believes that you can still work out without risking your health. So we decided to bring Gold's Gym to everyone's homes. Introducing: ''Gym It Yourself“ - A series of step-by-step tutorials on how to train just like you're at the gym using everyday household items, from the comfort of your home. We want to make sure that our member or even non member to live healthy and to stay safe during the pandemic. We believe that when our gym’s doors close, windows open.
Entry image
Entry credits
Albert Chan, Executive Creative Director
Andika Nugroho, Creative Director
Ardho Khalifa, Art Director
Imam Yudia, Copywriter
Annisa Amadea Islamey, Account Manager
Entry video
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Vinegar
Company or team name
Jonah Campbell Creative
Brand
Burger King
Entry summary
Burger King wants everyone to be safe. Burger King also wants to make a point about their competition and the people that enjoy their competition.
Entry image
Entry credits
Copywriting by Jonah Campbell. Art Direction by Jonah Campbell and Alasdair Munro.
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Vinegar
Entry summary
PROBLEM:
People are wearing disposable masks that are
causing damage to the oceans and marine life.
INSIGHT:
We associate Covid with the loss of human life, but
we don’t consider it damaging wildlife or our planet.
When wearing a disposable mask we think we are
saving lives when, in reality, we can be causing more
harm than good.
SOLUTION:
Illustrate the fact that disposable masks, while
saving human lives, could be a death sentence for
marine life. Encourage people to wear a reusable
mask to save both human and animal life.
EXECUTIONS:
3 print ads for newspapers and magazines that sit
alongside news about Covid. Targeting people who
feel a sense of moral duty in the pandemic, but have
not considered the true impact of disposable mask
usage because it is dwarfed by other impacts of the
pandemic. Could be rolled out to posters, billboards
and social media, as well as other out of home forms
such as larger public art installations.
Entry image
Entry credits
Josie Hicks
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Vinegar
Company or team name
MVP Project
Brand
KFC
Entry summary
KFC is known for its slogans "It's Finger Lickin' Good!" The "finger lickin' good" slogan was used from 1956 and went on to become one of the best-known slogans of the 21st century. KFC recently has highlighted its slogan with a Youtube ad that links fingers and piano.
Recently, as the unprecedented corona virus became pandemic, the slogan "It's Finger Lickin' Good!" of KFC was criticized on YouTube and Twitter, and the related advertisements were deleted from the channel. The reason was that the corona virus is easily spread with fingers, which was fatal to KFC because they emphasized the taste of eating chickens by hands. We wanted to turn this crisis into an opportunity. Using the corona virus issue, we wanted to emphasize that KFC is a safer and more enjoyable brand.
The Soap Receipt campaign is really simple. This receipt is made from paper soap to prevent the corona virus. Customers can take the receipt they ordered to the restroom and melt it in the water to use it as a soap. Washing hands with soap is the most effective way to prevent Corona virus infection. So, they can wash their hands with this soap to prevent corona virus, and also enjoy KFC in a delicious and safe way.
We recycled waste oil from KFC into soap and processed it into paper form. It provides payment information printed with Eco-friendly ink made from soybean oil. This will make customers feel safer and more positive about the KFC brand.
Entry image
Entry credits
Planner & Copywriter : Lee Ju Hwan (Kookmin University)
Planner : Oh Hyun Do (Seokyung University)
Art Director : Park Chan Hyeok (Hanyang University)
Art Director : Choi Hyeon Ji (Hongik University)
Art Director : Choi Seong Min (Seokyung University)
Entry video
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Nominated
Company or team name
Gusto.film
Brand
My Green Pod
Entry summary
"Don't Change" is a digital campaign that highlights the small, unassuming changes people made during the 2020 Summer lockdown and the positive impact they've had on the planet. It was designed as a little reminder that, when lockdown comes to an end, you've already done the hard bit... just keep it up!
The team hatched the initiative after noticing that these new positive lifestyle changes were going unnoticed and that there was an opportunity to make them a more conscious part of moving forward. We reached out to sustainable lifestyle company, My Green Pod, to partner with us on the initiative as experts in the field and as a megaphone to get the message out there. As the campaign was a passion project working with zero budget we called on our comrades around the world to film the changes they'd made, for us to then piece together the "new normal" puzzle encouraging those new green habits to stick.
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Entry credits
Client: My Green Pod
Creative & Script: Tom Staniford & Dan Hills - Gusto.film
Producer: Dan Hills - Gusto.film
Editor: Tom Staniford - Gusto.film
Assistant Editor: Mitch Hall - Gusto.film
Research Assistant - Ella Taylor
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Nominated
Company or team name
UCA Advertising + Animation
Entry summary
Dumb Ways to Spread is a collaborative project between the University for the Creative Arts BA Advertising and Animation courses. The idea picked up momentum as the advertising creatives started drafting lyrics and storyboarding, with a sharpened insight to raise awareness and encourage vaccination. They recruited a team of animators to bring their message to life. Singer songwriter, Eloise Kate, fell in love with the idea when it was pitched to her, joining the team and giving the campaign a ‘voice’. The entire campaign was created remotely. The creatives haven’t collaborated in the past nor met in person, yet each challenge was met with mutual trust and an open mind. This goes to show how many boundaries creativity is willing to break through when two passionate courses combine their forces, to prove how ‘essential’ artists truly are.
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Entry credits
Creatives: Tarek Badawi, Beti Bara, Bea Galkeviciute, Kyle Gayle, Jelmer Heijligers, Cassia Hodgson, Rayhannah Preston, Payton Procter, Phoebe Robinson, Hannah Rees Animators: Harvey Auerbach-Dunn, Kieran Firth-Bernard, Jack Hilder, Çise Tuna, Cameron Carr Vocals: Eloise Kate
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8
Covid Recovery Campaign, Ad or Experience
For your most creative ideas designed to deal with the business impact of Covid.
Chip
Company or team name
BBD Perfect Storm
Brand
London Sperm Bank
Entry summary
Well, here is the Covid-19 problem no-one saw coming… British men have stopped donating sperm. In fact, due to the multiple lockdowns, donations have plummeted 66%. At the same time, unemployment has risen drastically, with 693,000 people having lost their jobs directly because of the pandemic. Assuming 50% of them are men, that’s a lot of potential sperm donors sitting on their hands at home, when they could be putting them to better use (for £35 a donation). W**K FROM HOME is a campaign aimed at turning some of these men into active donors, by giving them the tools to donate sperm from the comfort of their own homes, while also making a bit of money whilst they're at it. Cheeky, provocatively placed, social and digital ads will encourage men to visit the London Sperm Bank WFH microsite and sign up to become a donor. They'll then receive their W**K FROM HOME kit in the post, complete with a how-to guide, MEN AT W**K door hanger, donation pot, ice pack and temperature-controlled courier package. Once they've got the job done, they can put their donation on ice and a specialised courier will deliver it safely to the London Sperm Bank for processing. Upon receipt, each donor will receive payment, and the London Sperm Bank's supply will return to normal levels, even during the present and any future lockdowns. As an extra incentive to donate we will also provide donators with a report outlining the health and motility of their sperm.
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Entry credits
Senior Art Director: Jacob Hill-Gowing
Creative Director: Seb Hill
Creative Partner: Cory Eisentraut
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Vinegar
Company or team name
Brave
Entry summary
Throughout the Covid pandemic, there have been some real 'winners', and there have been some real losers.
With us all locked down and only having the internet for company, Jeff Bezos managed to add billions to his already existing mega fortune. By contrast, our local high streets have truly suffered. On average 48 shops, restaurants and other leisure and hospitality venues are closing permanently every day across England. On top of that 17,500 thousand chain store shops have also closed permanently since the pandemic began. This has put tens of thousands of people out of work, leaving them with next to no income.
The aim of Savethehighstreet.org is to reverse the damage being caused to our local high streets. Online retailers like Amazon were already a very real threat to local businesses, but the pandemic has exacerbated this.
This campaign has been created to make shoppers think twice about the online purchases they make once the high street opens back up for business on April 12th.
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Entry credits
Paul Pearson - Creative Director
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Nominated
Company or team name
AFG&
Brand
UK Pubs
Entry summary
As pubs have hit an ultimate low in the last year, we created a strategic campaign to convince everyone to #GetBackToThePub.
We created the most effective advertising campaign in UK history.
You're welcome, UK economy.
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Entry credits
Jack Smith - Copywriter
Lucia Cerdá - Art Director
Ana Martinez - Art Director
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Nominated
Company or team name
On the Beach
Brand
On the Beach
Entry summary
2020 was a challenging year for everyone, and in particular the travel industry. In December 2019, On the Beach had launched a brand new creative campaign – Everything’s Better On the Beach – which focused on humour and was making a huge impact for the brand, bringing about it’s biggest ever growth in brand awareness. Then, COVID-19 hit. A wave of uncertainty around holidays - and a sizeable dent in consumer confidence in the industry as a whole - followed.
We knew we needed to maintain brand awareness whilst positively shifting customer sentiment following a tough summer of cancellations and refunds. We knew the end of 2020 called for a moment of reflection and an idea that would instil hope for the future. This was a unique and exciting opportunity for us that allowed complete creative freedom, unobstructed by sales targets.
The response we had, from both the industry and consumers, was incredible. The creative really seemed to strike a chord with people and positioned On the Beach as a brand that understands and, most importantly, cares about what people had been through during the year.
For the first month the campaign was live, our brand awareness score was consistently higher YOY (on average around 7% higher), despite spending over 40% less on media in comparison to the previous year’s campaign in the same period.
Our Buzz score, which measures positive and negative consumer sentiment, improved dramatically following the launch of our campaign, increasing by 383% in the first month.
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Entry credits
Uncommon London
Entry video
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Nominated
Company or team name
Nirpal Bansel (Creative)
Brand
KitKat
Entry summary
Teachers, they’ve got it easy! Holidays, finish at 3:30pm, piece of cake. I could do their job!
Cue: Lockdown 1:0, WFH, home schooling. Oops! Not so easy. Back to school, relief. Time for a breather.
Oh, no! Cue: Lockdown 2:0. Phew! Children still in school. Ok, may have to self-isolate, however remote learning definitely in place. Minimal input, left to their own devices. I can manage.
Cue: Lockdown 3:0. Ah! I can’t take anymore, nor my kids. Home school learning sucks, get me back to normality – FAST!
Respect to teachers, I couldn’t do their job. I’ve had enough, I want my KIDS back at school, WFH in peace. I need a break, kids are driving me up the wall. They’re frustrated, hate home schooling and want to get back to classroom learning.
Hence, background story of the creative.
This advert was born out of frustration.
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Entry credits
Nirpal Bansel (Freelance Creative/Copywriter)
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Nominated
Company or team name
School of Communication Arts 2.0
Brand
Camberwell Launderette
Entry summary
Insight: Launderettes have been open throughout lockdown, and are one of the few places to legally meet indoors.
Idea: Make Camberwell Launderette the new hotspot for dating in the age of Covid. A place to finally meet the person you've been chatting to on Tinder for months, instead of freezing your tits off in the park
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Entry credits
Freddie Mickshik, India Penny
Entry video
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Nominated
Company or team name
Miami Ad School, Berlin
Brand
Three Brothers Coffee
Entry summary
Due to the Coronavirus pandemic, to enter any shop people have to practice safe distancing.
This means the lines get longer and the waiting get’s boring. To a point where some customers might even give up when they see the line.
To help Three Brothers Coffee shop secure their customers, We created: “The Instagrammable Wait”
By combining street art with social responsibility to create a cool waiting experience.
We used optical illusion art in our line and we encouraged people to take photos and selfies, to have a no-common picture of a place/moment, making this initiative very attractive on social media platforms.
And turning the boring moment of waiting into a cool experience.
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Entry credits
Art Director: Nursolehin Yunos
Art Director: Elva del Rosario Pacheco Llanos
Tutor: Sarah Buggle
Entry video
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Nominated
Company or team name
Simone Heineck
Brand
WWF
Entry summary
Covid-19 has led to a reduction in exhaust emissions, and has had some positive effects on the environment, however, it has also caused us to use more single use plastic in order to protect ourselves.
This WWF campaign controversially uses the headline “We don’t need your protection” to communicate that even in a pandemic, we have the responsibility to reduce our wastage and recycle PPE properly.
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Entry credits
Created by Simone Heineck
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4
One Minute Briefs
For your most creative ideas on a posters to advertise your local Chip Shop - in partnership with One Minute Briefs
