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The Independent Agency Awards – Winners 2023

Independent Agency of the Year

Partnered by

What stood out was their outstanding external performance, great creativity and a fantastic culture…

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.

At Impression, we have two teams tasked with making Impression a collaborative and inclusive culture to build our reputation as a leading digital employer:

People team – Responsible for recruitment, fostering a safe & welcoming working environment, managing employee benefits, overseeing training programmes and more.

Impact team – A team of passionate volunteers who create initiatives under our core impact pillars; diversity and inclusion, CSR & sustainability, and wellbeing.

Our people team continuously develop and improves new processes in regard to training, recruitment, and company culture. The impact team follows a planned calendar with initiatives run throughout the year in partnership with the people team.

Throughout the programme, the people team focused on the management of the overall development of health & wellbeing initiatives. This included applications to organisations such as B Lab and Great Place to WorkTM.

The impact team were responsible for running health & wellbeing events and initiatives, in line with planned activities for each month of the year.

Internal sessions that would bring in experts from the field of women’s health, men’s mental health and diversity & inclusion. Several sessions were led by the impact team too.

  • Become Best Workplaces for Wellbeing certified
  • Become Best Workplaces for Women certified
  • Achieve B Corp certification
  • Achieve an avg. score of 4 across weekly pulse (‘How do you feel at work?’) 2022-2023
  • Retain Great Place to WorkTM certification

These objectives are driven by:

Our People Team ambition: “We believe that high performance deserves high reward. We want everyone to perform at their best but understand we are humans too, and sometimes things happen in our lives. At Impression, we want to make sure our people have everything they need to do their job well, and we will support our people to be their best self inside and outside of work.”

Our mission: To set the new standards of excellence for agencies, through our people, performance and impact.

Our vision: To be the best place for digital talent to transform their career.

Our values:

  • Focused on results
  • Respectful & fair
  • Open to change
  • Committed to learning
  • Business for good

WINNER

Impression

EARNED THEIR WINGS

Polly Atill
Zoë Ogden
Rose Watkins-Jones
Tom Craig

SHORTLIST

Savvy Marketing

Whalar

Frank PR

JUDGES COMMENTS

Best use of PR

An incredibly creative campaign with a really smart use of insight…

Campaign Summary

Marmalade is a car insurance brand. Impression has been providing ongoing digital PR strategy and services since June 2020.

In the ideation of a digital PR campaign, audience research highlighted various issues, but one more prevalent than others – abuse on the roads aimed at learners. With this in mind, we set out to highlight this issue in an attempt to drive change.

To achieve this, we conducted some audience research to deliver a targeted, relevant campaign. This research highlighted various issues, but one more thing we could do to drive impact would be to petition the Government to increase the consequences for those choosing to abuse drivers.

WINNER

Impression
Putting the brakes on learner driver abuse

EARNED THEIR WINGS

Damian Summers
Joe Norton
Ellie Wright
Charlie Giblin

SHORTLIST

Richmond & Towers
This is Brooklyn for Brooklyn Brewery

Stand
Building something bigger than banking for Kroo

Impression
Putting the brakes on learner driver abuse

Third City
Make Womens Football Equal for Starling Bank

PrettyGreen
Parenting Is Messy for Play-Doh

HIGHLY COMMENDED

Third City
Make Womens Football Equal for Starling Bank

PrettyGreen
Parenting Is Messy for Play-Doh

JUDGES COMMENTS

Best Shopper Campaign

Partnered by

A really fantastic use of digital and social activation…

Campaign Summary

In the highly competitive retail landscape, SPAR North of England (James Hall & Co) sought a promotion that would entice new customers, reward existing shoppers and drive sales during a typically tough trading period within the independent convenience sector. They needed an engaging campaign that would resonate with shoppers during the world’s biggest football tournament, encouraging them to participate, visit SPAR stores and build brand loyalty.

Win with Every Goal was a retail campaign that harnessed the excitement of the 2022 FIFA World Cup using innovative digital and payment technology to offer a compelling shopping experience.

The concept was simple. Entrants were allocated a randomly selected country playing at the FIFA World Cup. They could then decide whether to receive an instant reward whenever their team scored or conceded a goal. Winners would be sent a secure digital voucher via SMS for one of thousands of daily rewards including money off and free products from the 25 participating FMCG brands. In addition, entrants gained entry into a £200 daily prize draw and a grand prize draw for £10,000.

The campaign delivered a digital twist on the beloved office sweepstake with eye-catching in store point-of-sale, regular radio updates and Spotify / social media ads deployed to encourage sign up.

WINNER

Abraxas Marketing
Win with every goal

EARNED THEIR WINGS

Andy Burt
Chris Lenthall
Alexa Bristow

SHORTLIST

ZEAL Creative
Raise a glass to seagrass for Carlsberg & WWF

N2O
Virtual Stylist for Fox & Ivy

ZEAL Creative
Nestle Shaero

Altavia HRG
Win A Dinner, Give A Dinner Campaign: A Shopper Marketing Campaign with Purpose for Premier Foods

Abraxas Marketing
Win with every goal

BBD Perfect Storm
Rosa Lumiere for Moet Hennessy

HIGHLY COMMENDED

N2O
Virtual Stylist for Fox & Ivy

ZEAL Creative
Nestle Shaero

JUDGES COMMENTS

Best use of Brand Experience

Not only absolutely stunning but also so well crafted. Every detail was thought about…

Campaign Summary

In February 2022, innocent’s green credentials came under fire, resulting in an ad campaign pulled by the ASA, along with a storm of negative media coverage. It was imperative that the brand reclaim their standing as a trusted company that cares about the environment and the way they interact with it.

Enter The Big Rewild – an initiative designed to spotlight the importance of rewilding. We had our challenge.

We needed to think big, and you don’t get much bigger than Trafalgar Square, a place emblematic of national pride and British history, not to mention one of the most recognisable spots in the world. Overnight, we transformed Trafalgar Square into London’s very own Garden of Eden; a lush, green garden filled with plants, trees, and flowers. Moreover, to hit the message home, we distributed 3 million wild-flower seeds to the tens of thousands of people who travelled to visit.

Was it a success? Well, the proof is in the pudding. Blanket coverage on every news outlet, whilst also banging the innocent drum on social via influencers and cracking UGC. Crucially though, the story that innocent’s own orange juice was going carbon neutral was emphatic in every piece of coverage.

WINNER

Frank PR
The Big Rewild for Innocent

EARNED THEIR WINGS

Jess Archard
Alex Grier
Mischa Joslin
Lauren Mote
Bethan Manktelow
Hannah Dawson

SHORTLIST

We Are Collider
Arcane Emmys ‘For Your Consideration’ for Riot Games

Experience12
Uncover Your Story for eBay

Frank PR
The Big Rewild for Innocent

Savvy Marketing
Cycling Club for Le Col

Initials CX
The Big Sandwich Vote for Walkers

SEEN Presents
‘Find More Funny’ at Edinburgh Fringe Festival 2022 for TikTok

JUDGES COMMENTS

Best use of Social Media

They used the celebrity in a new and cheeky way that stood out and surprised the audience…

Campaign Summary

Clé de Peau Beauté, a premium beauty brand, set out to expand their devout following and introduce their products to a new generation, meeting them where they go for beauty tips and inspiration: TikTok and Instagram.

Martha (a long-time fan of the brand & products) had attracted a lot of internet attention with a selfie that people labeled a ‘thirst trap’ – a sexy photo posted with the intent of causing others to profess their attraction.

This worked as the perfect (and legitimate) excuse to reveal Clé de Peau as the secret to her ageless ‘thirst trap’ selfie.

We needed to promote the prestige products, drive users to the site and make waves on social and beyond.

We worked closely with Martha to create five videos in the style and language of TikTok. They had to look native to the platform but still perform like ads. Our nuanced approach combined Martha’s universal appeal, trendy-but-effortlessly-cool TikTok poses, and cheeky humor.

The audience loved it and made it go so viral that it became the client’s “best performing social and marketing campaign in the US.”

  • 78 million views.
  • Beat brand lift beauty category benchmarks by 222% (Kantar).
  • 43 press articles, 3+ billion impressions.
  • The Concealer was the #1 selling product in Feb 2022.
  • Outpaced the total prestige makeup market in sales growth by +10ppts.
  • Top viewed landing page of all time on cledepeaubeaute.com

Won awards at the Smarties, The Drum, Campaign BIG, Streamy’s and others and still winning.

WINNER

Whalar
Thirst Trap

EARNED THEIR WINGS

ASHLEY RUDDER
MEGAN OWSIK
CAPTAIN JACK RUDDER
KE’ANDRA SAMONE
EUGENE MULLIGAN
PERE DUIGNAN
Rachel Moskowitz
Alessio Rossi
Jessie Dawes
JOCELYN WORRALL
DAISY TOYE
EUGENE TOYE
PAOLO NIEDDU
ADRIAN FLORES
DORIAN ARRICH
BEN LEVINE
Courtney Bartholomew
Emily Coppock
Denise Kreft
Kaajia Cassin

SHORTLIST

ZAK
Durex Day for Durex

Motive Agency
Social Media Strategy for Guide Dogs

Richmond & Towers
RoyalTEA for Alpro

Whalar
Thirst Trap feat. Martha Stewart for Clé de Peau Beauté

SEEN Connects
Building raw, honest parenthood conversations for Tommee Tippee

JUDGES COMMENTS

Best use of Media

Campaign Summary

“Leave no stone unturned, are there opportunities in PPC so we’re not leaving any sales on the table?’”. That was the precise brief from Ralph Lauren. As a leading fashion house, optimising brand and performance moments is critical to success.

Ralph Lauren challenged us to drive ambitious growth YoY from an already mature base. To achieve this, we built an innovative predictive model, to work in collaboration with RL’s finance team to maximise revenue using Google media.

Bringing a data-led and industry leading approach to automation, we developed a predictive forecasting model to enable robust scenario planning of the annual Google media plan and give us relevant monthly budgets to achieve maximum performance. The incremental spend was only spent at a ‘Golden incremental ROAS’. Additional budget was utilised through innovation & testing across Search and Shopping, to further maximise performance.

Through advanced predictive modelling, we were able to provide detailed robust performance projections and identify incremental opportunities which unlocked Google media budget in an agile manner to power Ralph Lauren ecommerce growth and customer acquisition.

Automation & reporting allowed us to make adjustments in real time, making bid & tactical adjustments and the results delivered a record-breaking Peak 2021:

  • +19% Revenue increase
  • Highly efficient incremental ROAS achieved +162% above target
  • 34% New Customers through Expansion of Generics & Shopping
  • 3x click share vs peer set during the same period (source: Google)

With these exceptional results, we have continued this model throughout 2022 and into 2023 for the client’s Google media planning, allowing RL to maintain competitive advantage.

WINNER

Assmebly
Leaving No Stone Unturned to Maximise Growth for Ralph Lauren on Google Media

EARNED THEIR WINGS

Daniel Gibson
Daniel Mingay
Colm Goode
Phoebe Morphew
Charlie Coram

SHORTLIST

Total Media
Driving high value search leads in an industry first for BMW

Assembly
Leaving No Stone Unturned to Maximise Growth for Ralph Lauren

Incubeta
Search Automation with a human touch for LOVE Theatre

Stellar Search
Maximizing Occupancy : A Masterful Google Paid Strategy Achieves 100% Occupancy for Aparto

Mabo
Strategic transition to PMax to boost growth for Taunton Leisure

JAA
Taking it to the (Performance) Max over crucial Christmas for Garmin

HIGHLY COMMENDED

Stellar Search
Maximizing Occupancy : A Masterful Google Paid Strategy Achieves 100% Occupancy for Aparto

JAA
Taking it to the (Performance) Max over crucial Christmas for Garmin

JUDGES COMMENTS

Best use of Art Direction & Design

Campaign Summary

Premium chocolate was seeing double-digit growth, and Toblerone wanted a piece. Dreamt up amongst the Swiss Alps in 1908, the brand had become the duty-free chocolate of choice. Then Covid hit, accelerating e-comm’s lift-off while grounding international travel, and with it, more than 20% of the brand’s revenue stream. Toblerone needed to pivot earlier, faster and with a bigger push to D2C, but the brand was aligned more to the place it was purchased than the people who purchased it. To drive growth, Toblerone needed to exist in culture, not just the airport.

WINNER

Bulletproof
Toblerone rebrand

EARNED THEIR WINGS

Nick Rees
Vini Vieira
Beth Drummond
Mo Doyle
Hannah Johnson
Rebecca Barron
Sarah Chadwick
Jim Hare
Kata Cserveny
Emanuel Gavert
James Norris
Justyna Biernat-Datszuta
Mie-Leng Wong
Marc Solomon

SHORTLIST

Space
Wimbledon Arrivals, 2022 for All England Lawn Tennis Club

BBD Perfect Storm
Brand Launch for eo Lab

Savvy Marketing
Fall/Winter 2022: Imagine your World for adidas and LEGO

Bulletproof
Rebrand for Toblerone

HIGHLY COMMENDED

Space
Wimbledon Arrivals, 2022 for All England Lawn Tennis Club

JUDGES COMMENTS

Best use of Media

Use of media was incredibly targeted and well purchased… an all round winner

Campaign Summary

Cawston Press is a UK based independently owned soft drink company. Offering a range of pressed fruit, sparkling fruit and fruit waters. A journey that started with being stocked through independent hospitality & niche retailers has latterly seen major multiples, initially Waitrose and Sainsburys now through to Tesco & The Co-Op, stocking part of or the full range.

They offer a ‘No Jiggery Pokery’ Promise

– No Added Sugar
– No Concentrates
– No Sweeteners
– No Short Cuts

Covid proved an exceptionally hard period for the brand with swathes of their heartland distribution either not being open for business or offering reduced stock whilst they fought for their own survival.

Fast forward 12 months and the brand was ready to reset and recharge with aggressive expansion plans.

The soft drink market is incredibly mature. In 2022 it was worth a combined c. $29b in the UK alone. It’s subsequently dominated by multi national heritage brands, not only at point of purchase but also at front of mind. Consumers have their tried and trusted favourites. In a cluttered market smaller brands have to work incredibly hard to convince retailers to stock them, and consumers to trial them. Without being stocked the chance of trial lessens substantially. A conundrum indeed.

The truth is, once consumers try Cawston Press they tend to become converts and advocates.

The challenge therefore was convincing retailers to come on board and shifting consumer purchase behaviour so that they will give Cawston Press a try.

The team at Mostly Media were tasked in early 2022 by the Co-Founder and Head of Brand at Cawston Press, Mark Palmer, to develop and deliver a summer campaign which delivered increased awareness and purchase intent leading ultimately to an increase in sales.

Cawston Press is a true challenger and disruptor in the soft drinks market and our campaign needed to live up to this status to deliver in a market dominated by the old guard.

The star of the show needed to be the product; we would be promoting exactly what the brand is all about, ‘Life’s Best Pressed’ & ‘No Jiggery Pokery’ in any of their sparkling 100% real pressed fruit drinks.

With a relatively modest budget, we needed to be smart with our thinking, so that we could have the biggest impact at the start of the summer months. We could not compete in terms of a simple share of voice metric. Our campaign needed to work harder than the competition, needed to outsmart the establishment.

We needed to showcase the No Jiggery Pokery Promise to as many consumers as possible, with a frequency that built remembrance using routes that developed understanding.

Using our client’s internal customer profiling overlayed with TGI & GWI data we developed a strategic and tactical approach which underpinned all facets of the campaign.

From the outset it was clear our budget would not stretch to a national campaign and so it was agreed a London targeted OOH campaign would be the best strategy to deliver on and likely exceed on our objectives.

WINNER

Mostly Media
No Jiggery Pokery

EARNED THEIR WINGS

Stuart Smith
Lori Cridland

SHORTLIST

Total Media
From last position to pole position for MG

Mostly Media
No Jiggery Pokery for Cawston Press

JAA
Palmers Green: Celebrating reforestation with train station take-over for Palmers

Total Media
Pulling people back to the pubs for Greene King

JUDGES COMMENTS

Best B2B Campaign

Campaign Summary

EU Automation’s mission is to provide the manufacturing world with industry leading parts, service and speed. EUA operate in a market where differentiation is tricky. EUA would traditionally argue that price and speed are their competitive advantages and service is the ultimate USP. However these factors have become basic hygiene factors rather than key selling points.

Everything EUA offer is effectively available through anyone that operates in their sector so EUA needed to find something that splits them apart from competitors.

EUA asked Aspect to develop a standout live action campaign to reposition the brand and act as the focal point of our largest omni-channel campaign to date.

WINNER

Aspect Film and Video
The Factory Hero

EARNED THEIR WINGS

Alice Panerai
Luke Glen

SHORTLIST

Amigo Partnership (UK)
Touchless Invoice Process / Untouchable Campaign for Basware

Altavia HRG
Decanting Perceptions: A Radical Brand Immersion Strategy in the UK for Australian Vintage

Jellybean
Pep Up Your Menu! for PEPPADEW

Aspect Film and Video
The Factory Hero for EU Automation

The Frameworks
Building for boundless impact for UST

HIGHLY COMMENDED

Altavia HRG
Decanting Perceptions: A Radical Brand Immersion Strategy in the UK for Australian Vintage

JUDGES COMMENTS

Best Entertainment, Leisure & Travel Campaign

Partnered by

They did an incredible job of the ticketing around this event and surpassed all the KPIs…

Campaign Summary

In 2020 UEFA’s goal was to make the Women’s EURO a record-breaking tournament. Cue a global pandemic – it’s postponed.

A new tournament brand was launched with the same goal – to make an impact. Women’s football wasn’t to be marketed as something different that needed sympathetic support. It was to be a world-class tournament. Sharing the drama, excitement and spellbinding potential of women’s football through an event that would grip a football-hungry nation.

Messaging needed to be positive and boldly confident. The creative campaign, ‘It’s Show Time’ made a promise to current fans and intrigued prospective fans, waiting in the wings to be won over.

A ballot was used for the first time, after BBC1’s live draw, creating a sense of urgency. A record 575,000 tickets were sold – more than double any previous Women’s EURO tournament, with the Final attended by more people than any EUROs Final in history, men or women!

WINNER

MATTA
UEFA Womens Euro

EARNED THEIR WINGS

Matt Hunt
Matt Campbell
Tom Allwood
Dulcie Davies / Stephanie Addison
Louis Swann
Tom Bennett
Tom Winfield
Tony Senatore
Gemma Yin Taylor
Tom Elliot
Sandra Spethmann / Stuart Davis
Gil Korilin
Caroline Morin
Clearcut Sound
Charlie Cooper

SHORTLIST

Experience12
Uncover Your Story for eBay

Total Media
Connect How Behavioural Science increased usage for National Express West Midlands

We Are Collider
Home Ground for Red Bull

MATTA
Women’s EURO for UEFA and FA

JUDGES COMMENTS

Best B2C Campaign

Strong, authentic insight… we loved how it was activated across a range of channels and the impressive results it created.

Campaign Summary

Play-Doh is a bit messy (if you didn’t already know) and despite messy play having HUGE benefits for kids’ imagination and creativity, parents are still leaving the Play-Doh in the cupboard. Yep, Play-Doh has a consideration problem!

We knew we couldn’t change the product, but we could attempt to embrace the mess, not just of the product, but of life. Enter ‘Parenting is Messy’ – a light-hearted, multi-layered campaign which put an arm around ball-dropping parents to say mess is normal and, quite frankly, perfection is over-rated.

Parents are accosted daily by ‘bestselling’ books that implicitly tell parents that they are not good enough through relentless perfect parenting advice. In fact, our ‘state of the nation’ research into parenting pressures found that they feel overwhelmed by advice and the unattainable parenting goals presented to them.

So, we created Play-Doh’s version of the parenting book! Free to download, Play-Doh’s Notes on Messy Parenting was 32 pages of relatable, messy stories on parenting from 12 influential contributors, including Vogue Williams, Ian ‘H’ Watkins & Mother Pukka, who promoted the campaign to their followers. We encouraged parents to share their own stories on our campaign microsite and relieve their parenting pressure at Play-Doh’s guilt-free liberation event – The House of Messy Parenting!

Leaning into a negative is always a brave move by a brand, both from an audience & product perspective, but parents thanked us and embraced the mess!

The results speak for themselves: 1.2million parents reach with 21,000 positive engagements on social, 200 pieces of media coverage during the crucial pre-Christmas sales period, 100% of our event attendees said they would be “more likely to purchase Play-Doh in future” and Play-Doh’s share of voice versus competitors by 57% YoY.

WINNER

PrettyGreen
Play-Doh: Parenting is messy

EARNED THEIR WINGS

Tania Burnham
Samantha Hooper-Gill
Emma Grace
Lloyd Mullis
Ellie Skeffington

SHORTLIST

Accomplice
The Good Samaritan for Carib Brewery

ZAK
Built Different for Casio G-SHOCK

JAA and Spinnaker
Get Your Vit Hit with Mushrooms for The UK & Irish Mushroom Board

ZEAL Creative
ShAero the love for Nestle

PrettyGreen
Parenting Is Messy for Play-Doh

HIGHLY COMMENDED

Accomplice
The Good Samaritan for Carib Brewery

JUDGES COMMENTS

Best Digital Product

Great strategic work that linked really well to the execution and ultimately the results they delivered to the business…

Campaign Summary

We’re the first generation that knows we’re destroying the world and the last that can do anything about it. As the world’s leading independent conservation organisation, WWF-UK has a very real objective to set the agenda on environmental issues and drive real change, fast. Understanding that people needed and wanted guidance on making a difference, WWF-UK partnered with Rufus Leonard and Pocket App to develop My Footprint – a challenge-based app to engage supporters and non-supporters through tangible action and social sharing.

Engagement has been high since launch, with 126,100 downloads. More than 126,000 challenges have been completed to date – an encouraging indication of change. My Footprint revolves around the concept of challenges that inspire users to make micro behavioural changes. Co-creation has been an important pillar for success – ensuring the app is inclusive, accessible and relevant to the times of living. ‘Test and learn’ was mindfully baked into our design process. Challenge concepts are responsive to user feedback, to maintain and grow engagement. Following feedback (via usage data and the in-app feedback function), challenges are optimised to reflect entry-level behavioural change and longer-term commitment.

The Minimum Viable Product (MVP) was fast to market and a second release followed swiftly after, in June 2021. High levels of engagement since, strongly indicate My Footprint is achieving its goals and building momentum to bend the 2030 climate curve.

WINNER

Savvy Marketing
Le Col Cycling club

EARNED THEIR WINGS

Catherine Shuttleworth
Ben Stoney
Grant Furniss
Alex Winton
Paul Greeno
Vicki Munro
James Jackman-Straw
Simon Creasey
Oliver Openshaw
Andrew Longley
Chris Palmer
Chris Opie
Rob Jarman
Chris Stanton
Viviene Gamble

SHORTLIST

Bright Blue Day
Navigate Experiences for Visa

HIGHLY COMMENDED

Kyan
The UK’s hottest new design system for ITVx

Savvy Marketing
Cycling Club for Le Col

Bright Blue Day
Navigate Experiences for Visa

JUDGES COMMENTS

Best FMCG Campaign

A really beautiful and consistent activation of the iconic brand assets…

Campaign Summary

With a brand philosophy of spontaneity, limitless optimism and Italian sociability, the pandemic and consequent absence of bars and international travel presented a plethora of challenges for Campari’s flagship beverage, the Aperol Spritz. To recruit new drinkers, as well as re-recruit lapsed drinkers that may not have had a well-made Aperol Spritz in over 2 years, our idea was to create an immersive, integrated brand experience that taps into the consumers’ desire for instant escapism, whilst ultimately driving trial at scale, visibility & consumer engagement, Visibility & POS, and bartender advocacy. Thus, ‘Piazza Aperol’ was born.

Our stunning flagship terrace concept began as a two-week pop-up in Covent Garden’s main piazza space, bringing an authentic Italian piazza to the UK. Covent Garden was accompanied by Platinum and Gold Accounts, where we had a five-month residency in terrace spaces in Manchester, Birmingham, Bournemouth and Central London. We created immersive experiences that connected consumers to Aperol Spritz, with expertly poured serves at our stand-up bar, Instagrammable branded setups and ad-hoc summer social events.

With our outdoor activations achieving admirable results in reach and customer sentiment, we also overlaid additional omnichannel campaigns that reached beyond venues and further spread the reach of Aperol’s orange wave. Our supporting campaigns drove mass trials of the Aperol Spritz, provided an instant escape to Italy at home, and inspired bartenders across the UK to make the perfect Aperol Spritz every time.

WINNER

Quantum
Piazza Aperol

EARNED THEIR WINGS

Crispin Stephens
Stuart Ayre

SHORTLIST

Accomplice
The Good Samaritan for Carib Brewery

ZEAL Creative
ShAero the love for Nestle

Quantum
Piazza for Aperol

Initials CX
The Big Sandwich Vote for Walkers

ZEAL Creative
World Kebab Day for Vivera

HIGHLY COMMENDED

Initials CX
The Big Sandwich Vote for Walkers

JUDGES COMMENTS

Best Retail Campaign

The strategy was really clear – about being yourself and being able to immerse yourself in experiences…

Campaign Summary

Superdrug had a simple goal: to find a never-been-done-before way to engage and excite its target audience – Gen Z and Millennials – to make Superdrug their first choice for all things health and beauty.

Welcome to Superdrug Presents, the UK’s biggest health and beauty playground.

Devised and created so Superdrug could have complete autonomy over how they presented their brands, this decentralised multi-brand extravaganza that the target audience couldn’t experience anywhere else, away from the pressures of a typical retail environment.

A highly shareable, consumer-focused adventure designed to allow people to discover exclusive new products through exploration, play, trial, and experimentation with zero pressure to purchase.

Harnessing the power of social media and influencers, this unique multi-brand experience was the ultimate destination for health and beauty lovers – with super results.

WINNER

N2O
Superdrug Presents

EARNED THEIR WINGS

Emma Walsh
Benedicte Arora
Kevin Desert
Steve Clack
Anna Kruk-Holda
Daniela Guglielmetti
Caroline Gleisner
Peter Bath
Sam Hood
Jessica Swallow
Heather Guare
Hannah Heartfield
Rosie Townsend
Lucy Watson
Liam Bircham
Adam Hasan
Greg Howe
Colin Hampden
Fabricio Sandoval
Aimeryn Jakeway

SHORTLIST

Savvy Marketing
Fall/Winter 2022: Imagine your World for adidas and LEGO

PrettyGreen, What They Said and The Producers
Street’s FML Store & Edit for Not On The High Street

N2O
Superdrug Presents for Superdrug

Boutique
The Forgotten Radiator for Best Heating

We Are Collider
Winter Food & Drink Festival for Waitrose

Abraxas
Marketing Win with Every Goal for James & Co.

JUDGES COMMENTS

Best Idea/Concept

Executionally it was great; it was smart, it used some great insight; it had a small budget and it really did stand out as the best idea and concept…

Campaign Summary

When we were first briefed by Not On The High Street (NOTHS) to relaunch the brand to a Gen Z audience with a ‘More moments of Joy’ positioning, the expectation from the client was that we would propose a media breakfast, product showcase, brand presentation and goodie bag.

We didn’t need to ‘tell’ journalists that we had a new logo, a new ad and some new products. We needed to authentically ‘show’ the new target audience what NOTHS was all about, by being additive to the lives of our audience and speaking in a language that they understood.

Social listening told us that a gift was much more impactful and meaningful to the Gen Z audience when it was an unexpected response to things not going so well, rather than the pre-determined gifting moments.

So, we created the ‘FML store’ and ‘FML Edit’ for NOTHS and amplified the campaign in partnership with macro-influencer Sam Thompson. A spikey and intentionally provocative step away from ‘old’ NOTHS stomping ground of personalised mugs and christening presents to showcase product in an engaging way and help drive reappraisal amongst the new, younger, target audience.

A creator partnership with macro-influencer Sam Thompson enabled targeted and authentic engagement via social content with our core audience as well as generated broader awareness through consumer interview placement which enabled him to talk authentically about his own FML moments the NOTHS campaign.

TikTok creators shared the quirky FML Store retail process of choosing their FML moment from gum ball machines on the wall and then sharing their FML stories at the till in exchange for a gift enabled us to be content first in our amplification and experience of the store.

The layered nature of our amplification allowed us to reach our audience through multiple earned media and social media channels, all contributing towards the successful ROI of this campaign.

But most importantly, we gave permission for hundreds of people to offload their FML’s for 5 mins – and what 18-34 year old doesn’t love an overshare?

WINNER

PrettyGreen
FML Store & Edit for Not On The High Street

EARNED THEIR WINGS

Emma Simpson
Adam Shoemark
Lloyd Mullis
Tanz Jeyacheya
Jess McMillan
Olly Reeve
Gabriella Masica
Emma Grace
Lucy Mart

SHORTLIST

Atomic London
Heycar

PrettyGreen, What They Said and The Producers
Street’s FML Store & Edit for Not On The High Street

J2
The Digital Neighborhood for Broad Horizon

BBD Perfect Storm
Ukraine Welcome Text for Unseen UK

ZEAL Creative
World Kebab Day for Vivera

HIGHLY COMMENDED

Atomic London
Heycar

BBD Perfect Storm
Ukraine Welcome Text for Unseen UK

JUDGES COMMENTS

Best use of Digital Media

SHORTLIST

RocketMill
Helping customers Take Home Life in their stride to drive 64% more sales YoY for HomeServe

Collective World
Route to Net Zero: The Time Is Now for The Carbon Trust

HIGHLY COMMENDED

RocketMill
Helping customers Take Home Life in their stride to drive 64% more sales YoY for HomeServe

JUDGES COMMENTS

Best use of Copy

The work was clearly very brave – it takes a brave agency to present work, and a brave client to buy work that says ‘our drinks are rubbish’…

Campaign Summary

Discarded Spirits Co. is a zero-waste spirit brand. Its product range re-uses food waste to create the best tasting liquids whilst championing the circular economy.

The brand’s identity is built around the beautiful potential of waste and, as it scales up, it wanted to bring this purpose to life, gaining awareness and cut through in a growing sector of sustainable brands.

We launched the brand’s first-ever advertising campaign – WASTE TASTES BEAUTIFUL – which ran across multiple OOH formats and social media platforms reaching over 10m eco-active consumers.

Our message challenged the notion that sustainability equals sacrifice, and thanks to our award-winning liquids, we showed the world that a sustainable future can be a joyful future.

The Discarded “Waste Tastes Beautiful” campaign achieved the following results…

Contributed to significant overall sales growth (+64% year on year) for the brand in the UK.

Created strong retailer (Waitrose) sales uplift during the campaign period (Discarded Banana Peel Rum SKU +198%, Grape Skin Vodka +167% sales per month)

Exceeded overall brand awareness targets (+4% over campaign period) and achieved highest ever awareness levels (60%) in London amongst 25–44-year-olds.

Increased key brand health measures including “proud to share” (+11.5 % points), “worth paying more for” (+4.7 % points), and “high quality” (+7.7 % points).

WINNER

Space
Discarded Spirits Co.

EARNED THEIR WINGS

Greg McAlinden
Ant Jackson
Catriona Burrow
Rosie Palmer
Aaron McFeely
Anna Teemant
Sean Kelly

SHORTLIST

CopyHouse
Eid & E-Commerce for Worldfirst

Space
Waste Tastes Beautiful for Discarded Spirits Co.

Initials CX
Holey Irresistible for Leerdammer

JUDGES COMMENTS

Best ‘Not for Profit’ Campaign

Campaign Summary

UNICEF is an agency of the United Nations responsible for providing humanitarian aid to children worldwide. Their work is crucial to millions of children all across the world. However, when polled, people tend not to be clear about what they do or who they do it for.

We needed to create clarity around UNICEF’s purpose with work that retold their story and reset people’s perception of what they do, with an approach that inverted expectations and stood out in a crowded market at a challenging time. Our strategy was threefold:

Educate audiences on UNICEF’s purpose by deconstructing our name and shining a light on what the ‘C’ really means.

Motivate people to donate with a story that inverts negative expectations in the category and archaic tropes.

Build trust by highlighting both personal and macro impacts of the work UNICEF does through a combination of personal stories and life-changing results.

We created ‘The C Stands For Children’, a campaign which puts children where they should be, right at the heart of UNICEF.

WINNER

Accomplice
UNICEF UK – The C stands for children

EARNED THEIR WINGS

Mark Hunter
Ryan Lietaer
Ed Lecorgne
Phill Lecorgne
Ellie Cavell-Clark
Joe Durow
Gabriella Bord
Louisa Moxey
Rebecca Gee-Graham
Joanne Elliott
Luke Dyer
Marta Sala Font
Joe Doyle
Katherine Fardell
Amari Hernandez

SHORTLIST

Motive Agency
Agile working and social media strategy for Guide Dogs

JAA
Overcoming the Cost of Living Crisis at Christmas for RSPCA

Agency UK
The Knife Sentence for Thames Valley Police

Accomplice
The C Stands for Children for UNICEF UK

HIGHLY COMMENDED

JAA
Overcoming the Cost of Living Crisis at Christmas for RSPCA

JUDGES COMMENTS

Best Purpose Driven Campaign

Partnered by

Campaign Summary

Program was appointed by the Safer Exeter Partnership to develop a city centre awareness campaign to tackle sexual harassment towards women in Exeter by encouraging bystanders to intervene safely, diffuse situations and prevent harassment.

A survey conducted by the partnership found that, out of 1500 women and girls who participated, 86% felt unsafe when walking alone at night in Exeter. The campaign was developed in response to this shocking statistic.

We devised a multi-channel campaign featuring tailored creative with bold, disruptive typography and messaging to capture attention, incite action and attitude change and offer free, expert-led bystander training.

The campaign, targeted primarily at men aged 18-35, was implemented across a variety of highly visible outdoor sites across Exeter city centre, including in cinema and gyms, bus stops and the Exeter City football club, as well as on social media (LinkedIn, Facebook, Instagram and Twitter).

As an agency, we are focused on Positive Impact Marketing so this campaign was closely aligned with our values and mission: to create a better tomorrow for people, planet and community.

WINNER

Program
Safer Exeter multi channel advertising campaign

EARNED THEIR WINGS

Dan Pritchard
Chris Noble
Emma McLeod
Leah Erdbrink
Caroline Orr
Emma Anderson
Georgia Mancey

SHORTLIST

Agency UK
Be part of the answer for Our Future Health

Total Media
Connect Fighting food waste with behavioural science for WRAP

Frank PR
Red Sea Swim for Lewis Pugh

Amigo Partnership (UK)
People Like Us: Connecting kids to STEM to give them the chance to dream for Fujitsu

Program
Multi-channel advertising campaign for Safer Exeter Partnership

BBD Perfect Storm
Ukraine Welcome Text for Unseen UK

HIGHLY COMMENDED

Amigo Partnership (UK)
People Like Us: Connecting kids to STEM to give them the chance to dream for Fujitsu

BBD Perfect Storm
Ukraine Welcome Text for Unseen UK

JUDGES COMMENTS

Agency Purpose Award

Clear objectives, well rounded in terms of it’s commit to it’s people, the planet and sustainability – they put their money where their activities were…

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.

WINNER

Impression

EARNED THEIR WINGS

Polly Atill
Zoë Ogden
Rose Watkins-Jones
Tom Craig

SHORTLIST

Agency UK

re:act

Impression

Something

HIGHLY COMMENDED

Agency UK

JUDGES COMMENTS

Best Professional Services Campaign

Campaign Summary

This is the story of how one of the UK’s best loved brands was faced by a big challenge coming into 2023. How the market was changing and they adapted; how with a cost-effective budget they were able to smartly compete with the really big players and how they made heroes of the people that matter the most to them – their customers.

WINNER

Designate
LV= Campaign 2023

EARNED THEIR WINGS

Adam Hill
Dan Fagg
Nathan Church
Tim Davis
Miriam Boote
Emma Johnston
Katie Newman
Stephen Pipe
Stuart Wigglesworth
Charlotte Rae
Kirsten Lloyd
Leanne Kent

SHORTLIST

Flourish Direct Marketing
“Standing out in a sea of same” Omni-channel Acquisition for Hey!Broadband

Kyan
Home Finance Advisor Portal for Canada Life

Designate
Campaign 2023 for LV= General Insurance

JUDGES COMMENTS

Best Use of Promotional Techniques

Partnered by

They made a very innovative use of Alexa… they sold out within a short period of time…

Campaign Summary

Mid to post-pandemic, at home spirit consumption was at an all-time high, but the usual in-store liquid to lips opportunities were restricted due to ongoing health and safety fears.

With an already saturated gin category our client, International Beverage, discovered they had another key challenge effecting awareness and conversion of their portfolio gin, Caorunn.… people just didn’t know how to pronounce it!
Caorunn (KA-ROON) a premium gin, handcrafted in an old whisky distillery, had good awareness in Scotland, but little was known of it South of the border.

We were confident that when shoppers tried the gin, they would love it, but we needed a solution that broke down these barriers and got samples into the hands of consumers.

WINNER

Altavia HRG
Mastering Creative Promotions: The Caorunn Gin Alexa Campaign

EARNED THEIR WINGS

Melissa Carter
Friday O’Flaherty
Kelseigh Zammit

SHORTLIST

ZEAL Creative
Raise a glass to seagrass for Carlsberg & WWF

Wasserman
LEGO Hogwarts Express

Altavia HRG
Mastering Creative Promotions: The Caorunn Gin Alexa Campaign for International Beverage

Because
Connected Experiences X MARKS THE DROP for Burger King

HIGHLY COMMENDED

Wasserman
LEGO Hogwarts Express

Because
Connected Experiences X MARKS THE DROP for Burger King

JUDGES COMMENTS

Freedom Award – Outstanding Collaboration

The number of suppliers, providers and platforms that were involved in this project is staggering and leaves me in awe…

Campaign Summary

eBay. It’s a household name. Their technology connects millions of sellers and buyers in more than 190 markets around the world, across categories from beauty to business and home to health.

We, alongside a roster of agency collaborators, were tasked by eBay to promote their trading card game (TCG) category at the UK’s largest pop culture convention, MCM Comic Con.

As their first foray in to the UK pop culture convention space, eBay were mindful of ensuring their activation was credible and authentic; they wanted to create an activity which enhanced the guest experience and built positive brand sentiment rather than being forcefully promotional or commercial.

As a brand experience agency, our focus was on the physical; creating a show-stopping, inviting and multifaceted stand that would form the centrepoint of a wider campaign. The activation would be amplified pre, during and post event through a combination of media partnerships, OOH, paid social, influencer and eBay owned channels.

At the core of the experience, MCM Comic Con guests – most of whom turn out in incredible cosplay – were invited to uncover their story and immortalise their Comic Con experience by creating their very own, one-of-a-kind trading card.

WINNER

Experience12
eBay – Uncover Your Story

EARNED THEIR WINGS

George Bateman
Ryan Waddington
Nick Parker
Hope Younger
Rebecca Scott
Ellie Scotchmer
Chris Whittle
John Bibby
Tayler Lodge
Nicole Shapiro
Ciara Doherty
Brent Morgan
Rob Harris
Claire Newcombe

JUDGES COMMENTS

Freedom Award – Outstanding Agility

2 billion, yes! 2 billion in reach from the PR coverage… An absolutely incredible, impactful campaign.

 

Campaign Summary

The launch of socially conscious digital bank Kroo sparked a badly-needed conversation about traditional banks prioritising profits over people by not passing interest rates onto their customers. Data we commissioned showed banks are profiting over £10bn in interest that’s not being passed on to customers.

We partnered with Kroo Bank on their mission to disrupt the banking system and transform customer expectations of what good banking looks like. Our objectives were to build brand awareness, generate new customers and kickstart their mission to be the first bank that customers truly love and trust.

Our challenge was to raise awareness of an entirely new bank during the cost-of living-crisis, in a media landscape dominated by high street names and established neo-banks such as Monzo. We also needed to explain a complex topic that customers have been purposefully kept in the dark about.

Despite low levels of customer satisfaction, consumers have been trained not to expect better – with only one in eight people reporting they had switched bank accounts in the past three years and over a third of Brits have had the same current account for over 20 years.

We were brought on board in November just 3 weeks ahead of their launch and a tough Christmas media landscape to cut through. Despite this, we secured an exclusive interview in the Times with new data exposing that households are missing out on £5.4bn in interest per year.

In just 6 months, we have secured a steady stream of media coverage (114 pieces of media coverage totalling to an online circulation of 2,589,166,798), including key publications such as Money Saving Expert, The Times and Evening Standard. We have also supported Kroo on the writing of blogs and social content relating to financial education and improving consumers’ economic literacy.

As well as focusing on the broader banking system, we understood that during a cost-of-living crisis, it was important to demonstrate to consumers exactly what was in it for them. We secured a special feature in the Martin Lewis Show where he branded Kroo Bank as “The best open to all easy access savings with unlimited withdrawals since 2012”

Our work has prompted 42,000 sign-ups from launch until March and laid the foundations for Kroo’s goal of reaching 150,000 new customers in the first 12 months.

WINNER

Stand
Launching Kroo bank

EARNED THEIR WINGS

Laura Oliphant
Fleur Clarke
Sean Mackenney
Caelan Cerar
Tara Joe
Ashleigh Clark
Ember Lamas
Aaron Wilder

JUDGES COMMENTS

Freedom Award – Outstanding Bravery

A lovely piece of strategy.. some wonderful impact – a 12% increase on sales year-on-year and an 89% uplift on weekly sales.

Campaign Summary

Play-Doh is a bit messy (if you didn’t already know) and despite messy play having HUGE benefits for kids’ imagination and creativity, parents are still leaving the Play-Doh in the cupboard. Yep, Play-Doh has a consideration problem!

We knew we couldn’t change the product, but we could attempt to embrace the mess, not just of the product, but of life. Enter ‘Parenting is Messy’ – a light-hearted, multi-layered campaign which put an arm around ball-dropping parents to say mess is normal and, quite frankly, perfection is over-rated.

Parents are accosted daily by ‘bestselling’ books that implicitly tell parents that they are not good enough through relentless perfect parenting advice. In fact, our ‘state of the nation’ research into parenting pressures found that they feel overwhelmed by advice and the unattainable parenting goals presented to them.

So, we created Play-Doh’s version of the parenting book! Free to download, Play-Doh’s Notes on Messy Parenting was 32 pages of relatable, messy stories on parenting from 12 influential contributors, including Vogue Williams, Ian ‘H’ Watkins & Mother Pukka, who promoted the campaign to their followers. We encouraged parents to share their own stories on our campaign microsite and relieve their parenting pressure at Play-Doh’s guilt-free liberation event – The House of Messy Parenting!

Leaning into a negative is always a brave move by a brand, both from an audience & product perspective, but parents thanked us and embraced the mess!

The results speak for themselves: 1.2million parents reach with 21,000 positive engagements on social, 200 pieces of media coverage during the crucial pre-Christmas sales period, 100% of our event attendees said they would be “more likely to purchase Play-Doh in future” and Play-Doh’s share of voice versus competitors by 57% YoY.

WINNER

PrettyGreen
Parenting in Messy for Play-doh

EARNED THEIR WINGS

Tania Burnham
Samantha Hooper-Gill
Emma Grace
Lloyd Mullis
Ellie Skeffington

JUDGES COMMENTS

Freedom Award – Outstanding Bravery

A really nice piece of work – beautifully executed, really nicely thought out…

Campaign Summary

As a business we believe that together we can create a future in which people, business and the planet can all thrive, not just survive. That’s why we founded TMRRWTM, part community and part creative studio, to help build brands that shape the future.

We’ve been working with these brands to deliver consumer insights and strategy-led brand building to drive commercial growth. But we felt that alone wasn’t enough to drive the changes the planet needs to thrive.

So we created the Circle Awards, to celebrate and unite those leading the way to a better future. As the Awards Programme enters it’s third year in 2023, we’re evolving it further so it goes beyond a typical Awards Programme. As well as providing recognition for the organisations, projects and people having a positive environmental and social impact, we will be helping to supercharge some of the winning initiatives with investment and resource.

WINNER

Something
The Circle Awards

EARNED THEIR WINGS

Nick Hoskin
Sian Henderson
Blaise Hypolite
Hedvig Ahlberg
Tom Haswell
Ben McKean

JUDGES COMMENTS

With thanks to our partners

Headline Partner
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