The Independent Agency Awards – Winners 2024

BBD Perfect Storm

BBD Perfect Storm

Pretty Green

Savvy Marketing

Zeal Creative

The campaign had great depth, nice craft good deliverables and results that were unquestionable…

Campaign Summary

How we hijacked the Christmas cultural zeitgeist and gave Pukka pies mass market appeal with a new generation of shoppers

TASK

The runaway no.1 brand in the £351m+ hot pie category and overall no. 2 in the £1.8bn savoury pastry category, Pukka, is on a mission to communicate its key message of full-on flavour. And with the brand being more than 60 years old, Pukka had its eyes on driving relevance with younger audiences.

INSIGHT

Full-on, and full of flavour? Festive celebrations spring to mind: the food-centred moment of the year. And Christmas dinner is THE focal point: our plan was to harness the nation’s love for this one-day-a-year roast.

THE IDEA & EXECUTION

For Pukka to be Number One at Christmas, we looked at those who are festively famous.
With 5 x Christmas number ones (including ’I Love Sausage Rolls’) – the reigning record, beating The Beatles – savoury pastry fan, LadBaby was the perfect pick. Especially because he and his wife Rox are genuine Pukka fans, often shouting out on social. Working with LadBaby and LadBaby mum, we co-developed everyone’s dream – a Christmas Dinner Pie.

With high-impact media visuals created, social content teased across LadBaby and Pukka’s channels (TikTok, Instagram), shopper marketing assets developed – the campaign was unmissable.

The best part? 10p from every pie sold went to the Trussell Trust – fighting food poverty in the UK.

Richmond & Towers
Christmas, easy as pie for Pukka

Robert Waldon
Sally Haywood
Nicole Kennedy
Dani Cooper
Laura Martin
Freya Westerman
Nikki Thomson
Sophie Menzies

MikeWorldWide
Transforming Conversations Around Money: One Billionaire At A Time for The Sunday Times

PrettyGreen
Restaurant of Imagination for PlayDoh

Propeller Group
The Death of the Comfort Zone? – Unwrapping Psychological Safety in the Workplace for Behave

Richmond & Towers
Christmas, easy as pie for Pukka

The thing that really stood out was the knowledge of who their shopper was which is critical for this category.

Campaign Summary

In 2023, we brought Cruzcampo, Spain’s no.1 draught lager to the UK. Our shopper campaign made the brand absolutely unmissable in a cluttered Mediterranean beer space.

The launch delivered a gold tier, best in class new product launch across multiple retail channels smashing ambitious targets from the outset, including recruitment of 60,000 shoppers in the first 3 months and achieving £4.7m retail sales across the Tesco group – winning Tesco campaign of the year. In addition the omnichannel approach ensured that 1 in 3 Tesco Group customers purchased Cruzcampo after seeing the shopper campaign and Cruzcampo became the no.1 NPI for Christmas 2023 – all without traditional (TV) support!

MESH
UK Launch for Cruzcampo

Tom Budden
Ed Kerfoot
Sarah Dennis
Harry Ryan
Steve Ogley
Ashling McIntyre

Mesh
UK Launch for Cruzcampo

N2O
Tesco Finest for Tesco

Savvy Marketing
Rugby World Cup for Asahi

…turning a brand experience into a real 360 platform.

Campaign Summary

Weetabix’s sales were under threat from supermarket own label.

But their partnership with the England’s women’s team presented a unique opportunity to win some of that share back.

The 2023 WWC was being played in Australia and NZ meaning the women’s teams games were being broadcast at breakfast time UK.

At every recent major tournament England fans have gathered at one iconic venue to watch the games live, which has become infamous for scenes of fans throwing pints in the air – Boxpark.

So, we rebranded Boxpark to ‘Weetaboxpark’ swapping out beer pumps for milk pumps, turning the image of the venue from late night debauchery to early morning wholesomeness.

We kept the kids entertained by setting a synchronised goal celebration world record. They could even meet the original lionesses who talked movingly about how far the women’s game had come.

We created a safe and inspiring space for young girls to show their support for England and see how a health breakfast could help them start their day in the best possible way.

Nearly 1000 breakfasts were served and both the BBC and SKY News broadcast from live from the Weetaboxpark during the matches. It was featured everywhere from The Sun to Condenast Traveller magazine generating a total reach of 427m.

As well as waking up to coverage from the Weetaboxpark, the nation woke up to Weetabix again.

ZEAL
Weetaboxpark for Weetabix

Lucy Gosling
Caroline Johnson
Mike McDonnell
Megan Slade
Billy Martin
Tom Hey
Sophie Richardson
John Treacy

Grand Central Creative
RHS Chelsea Flower Show 2023 for The Newt

Imagination
London Series Trafalgar Square Takeover for MLB

PrettyGreen
Restaurant of Imagination for PlayDoh

Seen Presents and CAA
EX30 Launch for Volvo

Space
Hendrick’s Gin Perfumery for Hendrick’s Gin

ZEAL Creative
Weetaboxpark for Weetabix

They really understood how social media can be the solution to the problem that they wanted solving…

Campaign Summary

We needed to make people aware of Oatly and their Semi Skimmed product and encourage the audience to try it out instead of milk.

Not just as a drink but as a milk replacement in all instances.

Well, almost all instances.

Oatly isn’t afraid of being honest.

For example, their Oatly Semi Skimmed is the perfect milk alternative most times… but it probably doesn’t work in all instances.

And they’re not afraid of admitting that, which became the big idea: Oatly Works In (Almost) Everything. To deliver this message online, they needed an authentic channel: content creators on social media.

We sourced 46 creators to reach our broad audience range across seven EU markets.

Our diverse creator selection reflected the audience’s unique and diverse passions and POVs, such as magicians, comedians, anime artists and traditional foodie creators.

We collaborated with some of the biggest names in the social (and IRL) food scene to really put Oatly on the map.

From breakfast to chai, tingly ASMR to sumptuous cinematography, milk rolls to national dishes it was all delicious.

Well, not all. One creator presented an instance when our oat-based alternative just wasn’t the right ingredient.

The audience appreciated creators’ honesty and Oatly being open to the truth – a refreshing treat for social media.

• 13.1M organic Views.
• 2.8 years (1,047 days) of Playtime. Or the time it takes to hand milk 300,000 cows.
• 11.48M Reach
• 788K total Engagements
• 97.7k Link clicks
• And @Poppycook’s video went VIRAL with 7.8M organic Views!

Whalar
Oatly works in (almost) everything

Alex Elton-Allisett
Miranda Harle
Katie Sheridan
Francesca Bradley
Lena Jarzebowska
Michelle Kundodyiwa
Johan Majer
Sarah Sutton
Catalina Östrell

IF.
We want Surcare for Surcare

PrettyGreen
Gelfire Hide N Seek With Beta Squad for Nerf

The Ninety-Niners
Add Some Wow To Your Full English for Dole Sunshine Company

Whalar
Creator Of The Week for NFL

Whalar
Oatly Works In (Almost) Everything for Oatly

This what I call an end-to-end campaign. Not only did it create mass awareness to the target audience, but it generated sales on the back of it.

Campaign Summary

How do you keep teens playing with NERF? How do you make Gen Z men want to have a NERF battle with their mates?

NERF had to show up differently and taking cues from adult immersive play experiences & shooter games, we enrolled YouTube titans, Beta Squad, in a content partnership to create a heart-pounding, adrenaline pumping NERF ”Hide n Seek” battleground.

Infiltrating TikTok, we partnered with a dynamic cast of influencers who injected their own energy, from football trick shots to hilarious pranks.

The result?

NERF dominated online and trended on YouTube. The creative, engaging content resonated deeply, sparking excitement for NERF Pro Gelfire blasters. NERF had grown up.

PrettyGreen
Hide ‘N’ Seek with BETASQUAD for Nerf Gelfire

Samantha Hooper-Gill
Tania Burnham
Lloyd Mullis
Jack Midgley

SEEN Connects
Believe It and Achieve It for Rightmove

PrettyGreen
Hide ‘N’ Seek with BETASQUAD for Nerf Gelfire

This was a superb example of innovation, strategy, challenger mindset, meticulous use of data but, most of all, really great creative thinking…

Campaign Summary

Found have partnered with Peacocks since 2022. They are a fast-fashion retail chain based in the UK and sit within the wider Edinburgh Woollen Mill group, with both online and in-store paths to purchase. They sit in a highly contested landscape, where market demand has been led by sale promotion periods and dominated by large brands such as Matalan, Dorothy Perkins and Next.

The retail landscape is fiercely competitive, and many businesses hold onto the traditional belief that a lower Cost of Sale (CoS) automatically translates to higher profitability. However, this approach often overlooks the power of strategic investment. This case study challenges that paradigm by showcasing how a data-driven increase in CoS can unlock significant revenue growth.

Peacocks faced the challenge of stagnant customer growth, alongside several other retailers in the space with so many advertisers vying for the same customers’ attention. Their situation perfectly illustrated the need to move beyond the CoS-centric mindset in order to generate growth opportunities, both in the short and long-term. We crafted a multi-channel marketing campaign, leveraging previous data-driven insights such as audience segment performance, bidding strategy learnings, adjusting messaging to target the right audience at the right time. This strategic increase in CoS, focused on mid-upper funnel campaigns launched in Q3, aimed to cultivate brand awareness and consideration before the peak shopping season of Q4.

Retail Market Demand Statistics in 2023:

It’s important to consider the broader retail climate when analysing this case study. While a focus on CoS reduction might seem logical, 2023 presented unique challenges. Here are some key statistics to consider:

Overall retail sales growth in the UK hovered around 3.6%, with a significant disparity between food (8.1% growth) and non-food (stagnant or slightly negative growth) [Retail Economics]. This highlights the need for strategic marketing efforts, particularly in non-food sectors like the one Peacocks operates in.
Inflation and rising living costs squeezed consumer spending, especially on discretionary items [Deloitte UK]. This underscores the importance of targeted marketing to capture customer attention and drive sales.

The continued rise of online shopping further emphasises the need for a multi-channel approach that reaches customers across various platforms.

The results were impressive. The campaign achieved a significant surge in sales and revenue, all while maintaining a healthy return on investment (ROI). This case study demonstrates the power of a strategic approach – one that recognises the value of customer acquisition and brand building alongside cost optimisation. By investing in targeted marketing initiatives, Peacocks was able to break through their growth barrier and achieve substantial success.

By understanding these market dynamics, our decision to strategically increase CoS for a targeted marketing campaign becomes even more compelling. The investment paid off, demonstrating the effectiveness of data-driven strategies in today’s competitive retail environment.

Found
Breaking through the growth ceiling for Peacocks

Juliette Fletcher
Ella-Rose Hatchwell
Lauren Guzewich
Joanna Jackson

Launch
Thinking outside the frocks for Weird Fish

Seed
Revenue growth for it Luggage using Google’s full suite of tools

Anything Is Possible
Personalisation-at-scale drives record sales for Shutterly Fabulous

Found
Breaking through the growth ceiling for Peacocks

Campaign Summary

Looking for a hedge? I bet your first thought wasn’t that it should arrive by post… It was the same for us until we started speaking to Hedges Direct. A family-owned business based in the northwest that’s grown a team of personable and passionate people, allowing them to genuinely be a specialist supplier of hedging and structural plants. Their team is just as knowledgeable and expert as anyone you would meet in your local garden centre, it’s just that they sell everything online.

When we met the Hedges Direct team we immediately recognised the value in their knowledge and passion for what they do. But the problem was we only knew it from visiting. We’d spent hours scrolling, clicking and tapping on their site, socials and beyond and not found a scrap of this. Their existing brand, comms and TOV trapped their personality. Stopping potential customers from getting the help they needed.

Our research found that this wasn’t uncommon. Looking at the online plant market it is overgrown with very same-y and dated approaches. We found no acknowledging the customer’s need to be reassured that the plant they purchased would be of the same quality as buying in person. The fear of damage in delivery was putting people off. And finally, we found that the focus was on servicing the needs of competent and confident gardeners.

So what about the lesser green-fingered types?

To get to novice gardeners you need to steal attention from garden centres where they were defaulting to. Where they could get the advice and clarity they needed to know they were picking the right plant for them.

All this was stopping people from becoming Hedges Direct customers.

The good news? There are no market leaders here. And no one putting the customer first. Spotting this opportunity we knew Hedges Direct could own the market here, but with their current lack of distinction and zero brand awareness in the market, they urgently needed to completely uproot their existing brand and start anew.

Our strategy was to position Hedges Direct as a friendly expert, whatever you needed they would roll up their sleeves and say “We’ve got it”. They needed to shift their reliance from calls with customer services to convert customers which was holding back growth in direct online sales. By helping them communicate their expertise in a simple, friendly way and growing awareness of their supportive and expert team we could help them combat the barriers stopping people from buying plants online.

Scaling up the conversion of customers via the website rather than over the phone. Making them to go-to place to buy hedging and structural plants online.

Meaning that this new brand had a big job on its hands. It needed to create an emotional and human connection with customers. Creating more than a brand, but a destination that could help customers overcome their barriers.

How we built the new brand world for Hedges Direct:
• Logo design
• Design system
• Typographic treatment
• Colour palette
• Photography
• Tone of Voice
• Icon suite
• Packaging

The Behaviours Agency
Rebrand for Hedges Direct

Harry Williams
Dorina D’Ambrosio
Janey Baker
Sue Benson
Phil Monks
Nat Taylor
Mark Griffiths

The Behaviours Agency
Rebrand for Hedges Direct

Amigo Partnership
Adding some ”Sisu” for Finnish fintech brand Basware

ZEAL Creative
Unlock Your Universe for Lucozade with Xbox and Bethesda Softworks

ZEAL Creative
LactoFREE OOH Special Build for Arla

We loved the way the campaign was put together from start to finish…

Campaign Summary

In early 2023, the UK’s leading charity for Crohn’s & Colitis reported that it was taking more than a year for over a quarter of people with Crohn’s or Colitis to be diagnosed. Lacking treatment, individuals endure persistent pain, which hampers their capacity to work, sustain relationships, and lead fulfilling lives, as their debilitating symptoms worsen. Prolonged absence of diagnosis escalates the risk of their conditions becoming life-threatening. Research showed that these issues were worse amongst 18 to 34-year-olds.

In response to the significant delay in diagnosing Crohn’s and Colitis across the 18-34 age group, the challenge set by the CCUK team was to find & engage this demographic effectively amidst a barrage of media messaging & limited attention spans. The end goal is to empower individuals affected by Crohn’s and Colitis, ensuring they have the opportunity to receive timely treatment when it is most beneficial for them.

Having launched their online Symptom Checker in November 2022 – a 30-second survey developed in partnership with GPs and clinicians – the CCUK team were looking for media support from April 2023 onwards to reach their objective of stimulating 70,000 individuals to complete the Symptom Checker before the 30th November of 2023, and ultimately, increase awareness of symptoms ultimately prompting earlier healthcare seeking behaviours.

This is where Mostly Media (MM) come in. Starting with the audience, Pulsar & landscape data to support choices, the MM team curated media plans based on a combination of overall awareness & hard working conversion channels targeted to our core audience across the UK. The charity was aware their targets were ambitious, & that they had a relatively modest budget to work with (a Network agency told them they didn’t have enough to achieve their goals), however we were confident that with the right creative, we could help them achieve their targets by reaching their core audience with media plans designed to minimise wastage & ensure every £1 spent was as effective as possible.

To ensure our proposals were delivering, we worked alongside the CCUK team to establish ‘Phases’ weighted from April to October 2023, where we could limit paid activity and assess performance before moving on to the next Phase. This way we could refine where we were investing our paid budget & limit any wastage on under-performing channels & creative assets. It soon became clear that going ‘dark’ had an immediate effect on Symptom Checker completions, leading us to have an ‘Always-on’ presence online to drive users to the site.

Our overall paid media strategy was to lead with digital channels – where we could drive users to the Symptom Checker, specifically social media where we knew our under 34s & in particular under 24s were spending their time & engaging with content. Each Phase was supported with additional media like OOH, Cinema, Spotify & Content Partnerships to act as Reach & Awareness builders.

The impressive performance resulted in additional campaign investment, allowing the broadening & inclusion of effective channels for a heavy burst of activity at the end of 2023.

In the 12 months MM & CCUK collaborated on the multichannel ‘Cut the Crap’ campaign; the charity’s ‘tongue-in-cheek’ and attention-grabbing messaging was seen and heard more than 107 million times across; Spotify, Podcasts, Cinema, BVoD, Gym 6 Sheets, Student Accommodation 6 Sheets, Pub Washroom Panels, Shopping Mall 6 Sheets, Programmatic Display, Mobile Gaming Display, Refinery29, JOE Media, LADBible, Search, Instagram, YouTube, TikTok and Snapchat.

Symptom Checker completion targets were smashed not once, not twice, but three times. By the end of the campaign in March 2024, more than 250,000 people had completed the Symptom Checker, equating to 350% more signups than targeted.

Mostly Media
Cut The Crap for Crohn’s & Colitis

Tom Marshall
James Budden
Lori Cridland

Anything Is Possible
We have a Confession to make: We love stealing market awareness for Best Western

Mostly Media
Cut The Crap for Crohn’s & Colitis

Republic of Media
The Birra Others Look Up To for Menabrea

Republic of Media
Turning Ostriches into Early Birds…to detect cancer early for The Scottish Government

Total Media
The Most Disastrous Campaign Ever for Hiscox

They showcase all that’s great about independent agencies…

Campaign Summary

Out with the old and in with the bold!

Wine is traditionally a conservative category, yet Australian Vintage took a stand.

For a week in March 2023, Australian Vintage invited key customers across the UK and Europe to experience their first customer brand immersion event (at the Ace Corner Shop, Shoreditch London) and learn more about brand plans, the wider Australian Vintage Group and their new market innovation.
Shattering the norms of trade events they propelled their amazing portfolio of brands into the spotlight of trade customers through a disruptive, immersive, interactive and highly engaging experience.

This bold event sparked connections, increased product listings, and created trade press buzz.

Australian Vintage successfully flipped the script, proving disruption is the key to reshaping perceptions and driving growth.

Altavia
Decanting UK Trade Perceptions for Australian Vintage

Gemma Frampton
Ellen Holt
Paul Beynon
Matt Botterill
Martin Hubbard
Dominique Greaves

Sense
TikTok High for TikTok

The Ninety-Niners
Mental Health UK Partnership for Lloyds Bank

Altavia UK
Decanting UK Trade Perceptions for Australian Vintage

Seen Presents
ForYou Summit for TikTok

AMS Media Group and Frank Bright & Abel
Join In for The Royal Society of Chemistry

Total Media
The Most Disastrous Campaign Ever for Hiscox

…the campaign maximised an authentic and existing relationship that Weetabix has with the women’s football club.

Campaign Summary

Weetabix’s sales were under threat from supermarket own label.

But their partnership with the England’s women’s team presented a unique opportunity to win some of that share back.

The 2023 WWC was being played in Australia and NZ meaning the women’s teams games were being broadcast at breakfast time UK.

At every recent major tournament England fans have gathered at one iconic venue to watch the games live, which has become infamous for scenes of fans throwing pints in the air – Boxpark.

So, we rebranded Boxpark to ‘Weetaboxpark’ swapping out beer pumps for milk pumps,
turning the image of the venue from late night debauchery to early morning wholesomeness. We kept the kids entertained by setting a synchronised goal celebration world record. They could even meet the original lionesses who talked movingly about how far the women’s game had come.

We created a safe and inspiring space for young girls to show their support for England and see how a health breakfast could help them start their day in the best possible way.

Nearly 1000 breakfasts were served and both the BBC and SKY News broadcast from live from the Weetaboxpark during the matches. It was featured everywhere from The Sun to Condenast Traveller magazine generating a total reach of 427m.

As well as waking up to coverage from the Weetaboxpark, the nation woke up to Weetabix again.

Zeal Creative
Weetaboxpark for Weetabix

Lucy Gosling
Caroline Johnson
Mike McDonnell
Megan Slade
Billy Martin
Tom Hey
Sophie Richardson
John Treacy

ZEAL Creative
Weetaboxpark for Weetabix

Wasserman
New Family Retailer Tour for Mini

SEEN Connects
Believe It and Achieve It for Rightmove

Richmond & Towers
Summer of Music for Brooklyn Brewery

Launch
Elevating Bespoke Buildings with Impactful Performance Marketing for David Salisbury

Exceptional delivery which met the business objectives really clearly and delivered exceptional outcomes.

Campaign Summary

The national league set out to launch a centralised d2c domestic and international streaming service.

The goal was to deliver greater value to existing fans, attract new audiences, and build commercial revenue for all 72 clubs.

National league tv was launched in december 2022, as the very first centralised football streaming platform in the uk. With over 300 match streams and 117k subscribers from 57 countries in the first five months, initial success has been built on delivering a 100% consistent premium streaming product across all clubs, with a standardised pricing structure.

Each club has benefited commercially from revenue that never before existed, and exposure of the league has ensured that stadium crowds have grown an average 13%, driving valuable matchday revenue.

Space
National League TV for National League

Martin Howard
Dan Eaves
Greg McAlinden

DNA
Redefining Brand Communications for easyJet and Bacardi-Martini

Space
National League TV for National League

ZEAL Creative
Digital Pay It Forward for Starbucks

They developed a distinctive 360 campaign hooked into the roots of the brand…

Campaign Summary

For over 170 years Menabrea has been brewed the in Biella, Northern Italy. Menabrea isn’t the same as the other, more well-known, Italian Birra giants, but they are overshadowed by their spending power. In 2023 the brand set out to differentiate itself from the crowded Italian beer market, by exploiting Menabreas unique story and the power of place. Where competitors convey sun, sea, and tradition; Menabrea evokes mountains, heritage, and distinction. Without the budgets of our nearest rivals, this is a story of how we connected with our audience to deliver growth, in a market that was going backwards.

Republic of Media
The Birra Others Look Up To for Menabrea

Crispin Stephens
Stuart Ayre

ZEAL Creative
Weetaboxpark for Weetabix

The Ninety-Niners
Add Some Wow To Your Full English for Dole Sunshine Company

Stir PR
Chapelle en Bas for Chapel Down

Savvy Marketing
Rugby World Cup for Asahi

Republic of Media
The Birra Others Look Up To for Menabrea

Total Media
Securing the future for Greene King brewery

We loved that this was a really personalised experience that brought a lot of customers in-store

Campaign Summary

In 2023, the cost-of-living crisis profoundly impacted many families. We had an all-agency open brief, which was that each channel needed to come up with a way to support Tesco in helping the nation at Christmas with the overarching theme of “Be more Christmas.”

So we had an idea. We knew that Tesco had an opportunity to give all its customers a reason to find joy and help them in these challenging times.

But how do you deliver a magical moment to the whole nation at one of the most expensive times of the year?

That was our Christmas conundrum. With the average Santa experience at £40 for a family of four, excluding gifts and photos, we knew many families would be unable to afford this luxury expense during financially challenging times. So we whipped up a lot of Christmas magic to create a FREE touring Christmas Grotto, with FREE presents for every visitor. For FREE.

We handpicked 150 stores nationwide that we felt would benefit the most from a Grotto – prioritising areas with low socioeconomic statuses. From designing a bespoke booking site to training Santas and elves in-house at Santa School, from creating a #BecomeMoreChristmas hashtag to spread the word on social media to engaging press coverage, we personalised the entire experience, so every family felt they were living a magical journey created specifically for them – with incredible results.

N20
Christmas Grottos for Tesco

Jo Atkinson
Emma Browne
Tayla Johnson
Adam Dawes
Steve Surman-Frith
Clare Prosser
Kevin Desert
Marzena Wadja
Gabriel Mann
Scott Hicks
Caille Bradshaw
Maria Morley
Chelsea Wells
Rubens Pereira
Nigel Clifton
Claire Wilkinson (Tesco)

Space
Global Retail Experience Guidelines for Hamleys

N2O
Christmas Grottos for Tesco

Accomplice
Brand Launch for YayDay

The campaign engaged incremental consumers in inviting families and children into a boxed park space to make it even more inclusive.

Campaign Summary

Weetabix’s sales were under threat from supermarket own label.

But their partnership with the England’s women’s team presented a unique opportunity to win some of that share back.

The 2023 WWC was being played in Australia and NZ meaning the women’s teams games were being broadcast at breakfast time UK.

At every recent major tournament England fans have gathered at one iconic venue to watch the games live, which has become infamous for scenes of fans throwing pints in the air – Boxpark.

So, we rebranded Boxpark to ‘Weetaboxpark’ swapping out beer pumps for milk pumps,
turning the image of the venue from late night debauchery to early morning wholesomeness. We kept the kids entertained by setting a synchronised goal celebration world record. They could even meet the original lionesses who talked movingly about how far the women’s game had come.

We created a safe and inspiring space for young girls to show their support for England and see how a health breakfast could help them start their day in the best possible way.

Nearly 1000 breakfasts were served and both the BBC and SKY News broadcast from live from the Weetaboxpark during the matches. It was featured everywhere from The Sun to Condenast Traveller magazine generating a total reach of 427m.

As well as waking up to coverage from the Weetaboxpark, the nation woke up to Weetabix again.

Zeal Creative
Weetaboxpark for Weetabix

Lucy Gosling
Caroline Johnson
Mike McDonnell
Megan Slade
Billy Martin
Tom Hey
Sophie Richardson
John Treacy

Mad River
Brand Development and Packing of The Herbalistas – for Typhoo

Resolution Design
Client Subscription Software for Subzapp

ZEAL Creative
Weetaboxpark for Weetabix

PrettyGreen
Furbtrees for Hasbro EMEA

They showed deep collaboration by partnering with two charities from both sides of the issue at hand…

Campaign Summary

Mexico has a serious problem with violence against women. As one of the country’s biggest brands, Ruffles, knew they could help. And while it might seem strange that a potato chip company would wade into this topic – there is a very important reason they did. Until a few years ago, Ruffles had been contributing to the problem with sexist advertising that objectified women and showcased them in stereotypical ways. Ruffles felt they had a responsibility to help. But rather than just talk about the problem, like many other brands in Mexico had done in the past, Ruffles wanted to create an actual behaviour change. Ruffles identified the two not-for profits making the biggest difference in Mexico: Red Nacional de Refugios and Gendes. Red Nacional de Refugios are helping women escape violence and Gendes have been counselling men and helping them become less angry and violent. By partnering with these two amazing NGO’s and providing them with a Ruffles-sized platform, they would both make even more progress in breaking the cycle of violence against women.

BBD Perfect Storm
Break The Cycle for Ruffles

Cory Eisentraut
Karl Gilbert
Robyn Bowman
Louise Ormerod
Holly Reynolds
Fernando Desouches
Lauren Ogilvie
Gill Davies
Oliver Gibson

Wasserman
LEGO Disney: 100 Years of Wonder for LEGO

AVANTGARDE
Saadiyat Nights for Abu Dhabi Department of Culture and Tourism

PromoVeritas
Cricket World Cup for Booking.com

BBD Perfect Storm
Break The Cycle for Ruffles

It was obvious that the agency really understood the complex environment that the charity works within…

Campaign Summary

Médecins Sans Frontières / Doctors Without Borders (MSF) UK provides emergency medical aid where it’s needed, regardless of nationality, religion, or political affiliation. MSF UK aim to provide high quality care to all patients and do no harm. Beyond medical assistance it also provides shelter, water, and food as well as other essential services.

Through the final months of the year, MSF UK run a key Winter fundraising campaign to raise awareness of the work they do and most importantly fundraise for the charity. It’s at a time that’s commonly known as ‘the giving season’, when the public are more likely to donate to charities. The public donations received through these campaigns allow MSF fund humanitarian responses where the need is greatest.

With inflation driving up the cost of delivering aid, this key fundraising period has never been more important. Sat at the heart of it is digital fundraising and paid advertising, which has also experienced continued rising costs. The challenge was set. The pressure was high.

Through an integrated mix of paid channels, we helped MSF UK to break donation records and achieve an ROI of 5.3. Our work on the campaign was pivotal to securing future funding for the MSF UK teams and ensures their continued work to support those who need it most.

Crafted
The Surgery Appeal for Médecins Sans Frontières UK

Charlotte Cantwell-Forbes
Matthew Hamilton-Dale
Bradley Sheldrick
Laura Emeny
Mark Lankaster
Amber Dowell
Erynn Blansjaar
Sandy McKee
Nick Owen
James Godfrey
Tim Price
Hannah Ormisher

Mostly Media
Cut The Crap for Crohn’s & Colitis

Anything Is Possible
Time for Fun for Boundless

Crafted
The Surgery Appeal for Médecins Sans Frontières UK

Aduro Communications
Not a Choice for In Kind Direct

On a really small budget, it had the scope for societal change…

Campaign Summary

”Mental health and societal inclusion pose a very real danger to queer teens. With a lack of elder representation on social media, when you’re young and queer, it’s hard to see what the future holds.”

This was the insight from young people supported by AKT, the LGBTQ youth homelessness charity. Summarising the need for more stories of #QueerJoy in the world, distillery worked with the teens to make it happen.

The content series saw underrepresented queer elders share their words of resilient joy and life advice on YouTube shorts. These messages were effectively targeted to the appropriate audience using AI media strategies funded by ad credits donated by YouTube.

Distillery
Queer Queer Joy for the Albert Kennedy Trust

Steve Wheen
Adam Kirby
Rebecca Groves

Distillery
Queer Joy for the Albert Kennedy Trust

AB
Action on Inclusion for TfL

ZEAL Creative
Spread Good in the Neighbourhood for Anchor

Splendid Communications
Sport the Signs for National Suicide Prevention Day 2023 for Movember

A best in class case study for others to look at and understand what ‘good’ looks like…

Campaign Summary

Creating a great place to work is always at the top of our priority list.

Supporting health & well-being is a cornerstone to cultivating a happy environment and we’re proud of how we’ve nurtured our teams and how we attract and retain the very best people.

PrettyGreen
PrettyGreen Purpose

Jessica Hargreaves-Paczek
Jennifer Chapman
Faye Neighbour
Sarah Henderson
Lucy Porter
Lucy Mart

Stellar Search

Republic of Media

PrettyGreen

Launch

The strategy showed a clear understanding of how the firm can differentiate itself for its clients…

Campaign Summary

The English legal system is 900 years old, and in all that time it’s been steady and predictable. Well, not any more. Over the last several years, consultancies and the rise of technologies like AI have meant the legal profession is facing unprecedented disruption. But you wouldn’t know that by scanning the legal marketing landscape. Virtually every law firm is saying exactly the same thing. Each touting the experience of their well-trained lawyers in the various legal categories. Usually accompanied by a group shot of lawyers walking down a wood-panelled hallway.

This is a marketing category that is grey, predictable and rooted in the past. This gave London-based law firm Mishcon de Reya the perfect opportunity to completely reposition themselves. And they did it by shifting from the ‘what’ and ‘how’ of the legal system, to WHY they practice law.

Our Law of Tomorrow campaign flew in the face of the generic legal marketing landscape and truly positioned Mishcon de Reya as the maverick trailblazers they are.

BBD Perfect Storm
Mishcon de Reya – Law of Tomorrow

Cory Eisentraut
Robyn Bowman
Louise Ormerod
Robbie Palmer
Holly Reynolds
Becky Savoury
Callum Simpson
Isobel Dry
Lauren Ogilvie
Oliver Gibson

Amigo Partnership
A Frixionless Planet for HICX

Impression
SEO Strategy for Stanhope Insurance

BBD Perfect Storm
Law of Tomorrow for Mishcon de Reya

A very innovative campaign with a very speedy method of paying out… focused on the needs of the consumer…

Campaign Summary

The convenience channel dwarfs the main grocery estate in terms of volume of outlets and features a complicated network of independent convenience stores (corner shops) in amongst the networks like NISA. Although it presents a significant sale opportunity it is incredibly difficult to create a simple & effective initiative that works for the majority of independent retailers.

To create a campaign that was simple and easy for a significant number of convenience outlets to participate, Pringles took a unique approach of partnering with PayPoint, the in-store payment platform that is featured in over 28,000 of these outlets.

Independent retailers received an incentive to feature POS displays and product, whilst shoppers could win instant cash prizes that were redeemed immediately via the in-store PayPoint terminals.

The campaign was easy for retailers to participate in, with compelling incentives and value that resonated with our shopper and trade audiences leading this to become the most successful convenience campaign that Pringles have ever created.

Zeal Creative
Pringles Away From Home x PayPoint Promotion

Melissa Carter
Friday O’Flaherty
Kelseigh Zammit

RPM
Win a Ski Holiday for Ciroc

Savvy Marketing
Pepsi Max Taste for Tesco

Savvy Marketing
Rugby World Cup National Campaign for Asahi

ZEAL Creative
Pringles Away From Home x PayPoint Promotion

She has built an external platform promoting female leadership as well as forging practical, positive change to women’s experiences of the workplace.

SAVVY
Catherine Shuttleworth

Savvy
Catherine Shuttleworth

Seen Presents
Louisa O’Connor

The Behaviours Agency
Sue Benson

…focussed on the happiness of the team, the client, the supply chain and all the stakeholders around them…

Launch
On A mission Purpose Campaign

Jaye Cowle
Alicia Grimes
Steph Iles
Mike Sharp

Not only did the campaign smash it’s original target… they hit that target 6 months early… a massive achievement…

Mostly Media
Cut The Crap for Crohn’s and Colitis

A huge achievement on a budget of only £3,000! Incredible. A really brilliant piece of work.

Broadcast Revolution
PALM-ALT

Dan Tredler
Phil Caplin
Mike Young

A huge achievement on the basis that they had a production budget of only £8k! A great entry and a great result.

Distillery
Queer Queer Joy for the Albert Kennedy Trust

Really riding the wave of ‘love/hate’ for the product…

The Ninety-Niners
Dole- Add some wow to your full english