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The Independent Agency Awards – Winners

Tuesday 14th September 5pm

Best use of PR

Great campaign strategy, tapping into the mood of the nation and linking back to the product nicely

Campaign Summary

With the annual season fairly muted the year before due to it taking place during lockdown, The KITKAT Bunny chocolate snack was launched by STIR for Easter 2021. It devised The Big Bunny Hutch reality series, five short online episodes featuring five fluffy and friendly bunnies, each competing in challenges for viewers’ affections and votes. Wanting a piece of innovative and exciting activity, The Only Way is Essex star and well-publicised animal lover Pete Wicks, was filmed with full animal-friendly protocols to take advantage of STIR’s findings that there had been a total of 3.2bn views of the #Bunny hashtag on TikTok with 18.1m #Bunny posts on Instagram.

The campaign reached a total of 7 million social media users, delivering 41 million impressions and achieved 55 total pieces of coverage against a KPI of 18. The campaign aimed to challenge the Malteser Bunny as the #1 novelty impulse product for Easter and even bagged a 90-second segment on This Morning with Phil saying: “Whoever their PR company are, well done, absolute genius. And how many times have we actually said the name of the chocolate bar.”

WINNER

STIR
The KITKAT Big Bunny Hutch for Nestlé KitKat

EARNED THEIR WINGS

Richard Thiardt
Account Director
Hannah Sweeney
Associate Director
Polly Atherton
Managing Director

SHORTLIST

Thinkerbell
#MessFreeChallenge for Old El Paso
STIR
The Big Bunny Hutch for KitKat
Stand PR
Proving the Value of Grounds Staff in Sport for The Grounds Management Association
Cirkle
‘Toastably’ Versatile for Bird’s Eye Potato Waffles

HIGHLY COMMENDED

Cirkle
‘Toastably’ Versatile for Bird’s Eye Potato Waffles

Best use of Brand Experience

Great strategy capitalising on a sudden need to recreate out-of-home events in the in-home environment

Campaign Summary

In 2020 SPACE launched a collaboration between luxury ice cream brand, Häagen- Dazs and Secret Cinema to create an immersive and multi-platform film experience, reaching millions. For 8 weeks from April to June, participants constructed secret worlds from films in their living rooms, streamed via a readily available platform such as Netflix. Pre-screening narratives distributed to participants encouraged audiences to make props, learn choreographed dances and dress up as key characters.

The social content campaign was Häagen- Dazs’s longest marketing amplification, and a global TikTok debut for the brand, with 24 influencers coming together to produce content and actions every week around each film. The campaign showed up for the brands’ audiences in a time of consumer anxiety, bringing joy every week. Alongside 1.2 billion PR impressions in earned media coverage, the readers of Time Out London Magazine voted Secret Sofa as “The Saviour of Lockdown.”

WINNER

SPACE
Secret Sofa for Häagen-Dazs

EARNED THEIR WINGS

Greg McAlinden
Executive Creative Director
Rosie Howe
Creative
Lia Rodgers
Creative
Rosie Palmer
Designer
Will Meighan
Motion Graphics
Anthea Knight
Senior Account Manager
Sean Kelly
Associate Director
Amy Farrant
Marketing Director Secret Sofa
Matt Bennett
Creative Director Secret Sofa
Tom Maller
Performance Director Secret Sofa
Annie Fong
Advertising Marketing Manager Takumi
Sophie Lee
Marketing Manager Takumi
Shannon Watkin
New Business Director Takumi

SHORTLIST

Jungle Creations
OnePlus Piano for OnePlus 7T Pro
The Park
Truth Seekers for Amazon Prime Video
Space
Secret Sofa for Haagen-Dazs
The Park
Spirit Home Adventures for NBC Universal

Best use of Media

It’s great to see a challenger brand standing up against the giants and achieving great results despite small budgets

Campaign Summary

Mostly Media conducted their own qualitative and quantitative research to get an understanding as to why people buy cards, what factors influence their final decision, the purchase journey, and how they felt about thortful.com.

The insights led to the brand truth that “The cards were the stars” and thortful.com’s unique product offering separated them from the banal competitor product offering. The campaign identified that radio was the key medium but stations would be saturated with Moonpig and Funky Pigeon advertising and their famous sonic triggers.

Mostly Media’s solution was to create an industry first – a cross station / cross show radio promotion, showcasing this is an edgy way on key sales periods including Valentine’s & Mothers’ Day. Partnering with three stations that appealed to different thortful.com audience profiles – Kiss, Magic and Absolute – the highest profile DJ’s collaborated with Thortful to create cards which were entered into a card battle between the breakfast and Drivetime shows with the public voting on who would win. With a 40% share of market increase vs a 30% share of voice during the on-air period, the campaign overperformed by 10% – an incredible result for a challenger brand.

WINNER

MOSTLY MEDIA
A Very thortful Media Plan for thortful.com

EARNED THEIR WINGS

Stuart Smith
Managing Director
Kieren Mills
Group Account Director
Chris Lucas
Head of AV
James Thompson
Media Director
Caleb Garrett
Radio / OOH Buying Executive
Mitchell Thorngate
TV Buying Executive

SHORTLIST

Mostly Media Limited
A Very thortful.com Media Plan for Thortful
Stand Agency
Safer Internet Day 2021 for the UK Safer Internet Centre
AMS Media Group
Everyday Heroes for Fisherman’s Friend
The Barber Shop
Time for Can for Parkinson’s UK

HIGHLY COMMENDED

AMS Media Group
Everyday Heroes for Fisherman’s Friend

Best use of Social Media

Logical use of the platform, compelling and engaging

Campaign Summary

In February 2021 AnalogFolk launched Intensivão da PPK for Canesten which ran for five weeks. The educational programme was designed to open up conversations around intimate health topics and combat the myths and misconceptions that cause young women shame. The digital school provided interactive lessons led by knowledgeable teachers, who challenged a culturally deep-rooted situation in Brazil where 1 in 4 women admit they are ashamed of saying ‘vagina.’ To connect with the target audience, a school was built on TikTok with a range of hand-picked influencers.

Students enrolled on their mobile via TikTok while AnalogFolk created a TikTok TopView ad to drive this. The campaign has
now driven 43M video views, 210K TikTok channel subscribers (equivalent to filling 17.5K real-world sized classrooms) and 1 de-censorship of the word ‘vagina’ on TikTok – vagina health is now a welcomed topic on TikTok.

WINNER

ANALOGFOLK
Intensivão da PPK for Canesten

EARNED THEIR WINGS

Simon Richings
Executive Creative Director
Sara Pouri
Creative Director
Gracie Hawes
Creative/Art director
Jacqueline Hedge
Creative/Copywriter
Pete Munro
Associate Client Partner
Alisa Maul
Strategy Director
Rosie Flood
Senior Producer
Erica Sedgwick
Senior Producer
Dan Saxton
Design Director
Eve McQuaid
Junior Designer
Paul Woodward
Senior Designer

SHORTLIST

Space
Secret Sofa for Haagen-Dazs
AnalogFolk
Intensivao da PPK for Canesten
OnBrand
Eat, Poo, Sleep, Repeat for Mama Bamboo
Thinkerbell
#MessFreeChallenge for Old El Paso
AnalogFolk
Feel the Colour for Beats by Dr Dre
FKC
Wash & Go for Conter/Ceuta Healthcare

HIGHLY COMMENDED

Space
Secret Sofa for Haagen-Dazs

Best use of Digital Media

Great results. Reaching over 2 million people and a 50% increase in sales

Campaign Summary

Global manufacturer of the Swiss Army Knife, Victorinox had to shut up shop and swiftly shift their business to a pure e-commerce model due to the coronavirus. Collective aimed to pivot sales from bricks and mortar to eCommerce with ‘From our Family to Yours’ digital media campaign; utilising the company’s wealth of knowledge to help keep audiences at home active, healthy and entertained. Customers, employees and influencers shared their own experiences of using Victorinox products and how they help. The content reached over 2 million people and led to a 35% rise in brand engagement and a 50% increase in sales – demonstrating a successful repositioning of the brand.

WINNER

COLLECTIVE
From our Family to Yours for Victorinox

EARNED THEIR WINGS

Marelize Kemp
Group Account Director
Chris Shadrick
Strategy Partner
Michael-Jason Hobbs
Creative Director
Daniel Hall
Creative Director

SHORTLIST

Third City
Going Cold Turkey on Porn for Zava
Thunderbolt Digital
Going Online for Squires Kitchen Shop
Boutique
Bringing Summer Home for Costcutter
Collective
From our Family to Yours for Victorinoxe

Best Shopper Campaign

Great sales numbers proving a really strong campaign

Campaign Summary

Discover Karakuchi was a shopper campaign built to drive awareness and sales of Asahi Super Dry in the Off Trade. The campaign looked to benefit from the interest in all things Japanese. As the Tokyo Olympics were postponed, the focus needed to shift, too. Research showed that target consumers wanted to return to their previous adventurous lifestyles. Ignis invited shoppers to enter their promotion with the
chance to win trips to Tokyo; the campaign ran across all the major retailers, grocery ecommerce channels and the convenience sector. Asahi Super Dry sales were up 103% on the respective period for the previous year and the promotion achieved an entry rate 66% above target.

WINNER

IGNIS
Discover Karakuchi for Asahi Super Dry

EARNED THEIR WINGS

Andy Hinsliff
Group Account Director
Carl Shand
Creative Director
Ellie D’Eath
Senior Designer
Isabel Campa
Senior Designer
Leo Georghita
Head of Artwork
Matt King
Creative Artwork
Eamon Taylor
Lead Developer
Jon Baker
Senior Account Manager
Emma Handley
Account Executive
Zoe McGee
Senior Brand and Communications Strategist

SHORTLIST

ZEAL Creative
Shazam your Crunch for Kellogg’s
ignis
ASD Discover Karakuchi for Asahi
ignis
Peroni La Passeggiata for Asahi
tbk
Yes! Free Laptop for Curry’s PC World
tbk
Get Your TV for Free for Curry’s PC World
Blue Chip Marketing
Great Escapes Campaign for Bodyform

HIGHLY COMMENDED

TBK
Yes for Curry’s Free Laptop

 

ZEAL Creative
Shazam your Crunch for Kellogg’s

Best Digital Product

Great design and intuitive user journeys and tech working together effectively

Campaign Summary

For the Baking Mad campaign, Kyan completely overhauled their client’s online presence, elevating the brand to compete directly with others in the online baking market. With the country in lockdown and home baking soaring, Kyan formed a clear plan to redesign the website which showed the brand in a brighter light, while remaining familiar to existing users. Kyan’s design team introduced a new vibrant colour palette and visual language that redefined their voice as ‘Celebrating the baker in
everyone’. The site’s updated brand and beautiful user-focused design has made a fundamental difference to its popularity. The campaign saw an impressive 290% increase in engagement and a huge 96% increase in average session duration.

WINNER

KYAN
Baking Mad for Associated British Foods/British Sugar

EARNED THEIR WINGS

Amy Johnstone
Marketing and Partnerships Manager
Andrew Peng
Software Engineer
Becky Baxter
Product Manager
Charlotte Bell
Client Partner
Chris Cannacott
Head of Production
Darby Manning
Product Designer
Dave Quilter
Software Engineer
Harry Ford
Head of Strategy
Helen Beardshall
Product Designer
Jamie Hunter
QA Engineer
Olly Percival
Head of Partnerships
Jess Mitchell
Client Partner
Pete White
Creative Director
Tharinda Perera
QA Engineer
Tom Marshall
Head of Technology
Zoe Turner
Client Partner
Will Poole
Lead UX Strategist

SHORTLIST

Collective
Level Up for NHS
Kyan
Baking Mad for Associated British Foods
Rufus Leonard
The Complete Connected Community for The Student Hotel
Thursday
Covid 19 Online Art Gallery for Castle Fine Art

HIGHLY COMMENDED

Rufus Leonard
The Complete Connected Community for The Student Hotel

Best use of Art Direction & Design

Amazing results and brilliant strategy

Campaign Summary

Say Hello to Jura campaign consisted of a small agency of 4 people, a brand team of 2 and a ‘challenger brand budget’ to create an effective advertising campaign for Jura Whisky. Punk Creative shot the ad over 5 days on the remote isle of Jura, where the whisky is produced. By working with the local community to spread the word of the agency’s endeavours and build brand warmth, Punk Creative delivered incredible results. Over the campaign period, volume sales of Jura increased 32% year on year and the brand became the UK’s No 1 malt in Jan 2021.

WINNER

PUNK CREATIVE
Say Hello to Jura for Jura Whisky

EARNED THEIR WINGS

Jane Strachan
Owner and MD
Sean Mulholland
Creative Director
Fiona Stirling
Group Account Director
Kirsteen Beeston
Head of International Malts – Whyte & Mackay
Jen McCormick 

Paul Mason
CD / Copywriter

SHORTLIST

BBD Perfect Storm
Retiring Retirement for Legal & General
HDY Agency
Nature House Collection for Bronnley
Punk Creative
Say Hello to Jura for Jura Whisky
Rufus Leonard
Rebrand Shaking up the Sector for Anglia Ruskin University

HIGHLY COMMENDED

BBD Perfect Storm
Retiring Retirement for Legal & General
HDY Agency
Nature House Collection for Bronnley

Best use of Copy

There is quality copy running throughout the campaign  from start to finish in every execution

Campaign Summary

‘We’ve Got This’ campaign was introduced to launch the No.2 US vitamin brand Nature’s Bounty, in the UK. Despite its stateside prominence and 50-year heritage, there was little brand awareness on this side of the pond, and in an overcrowded vitamin market, a standout offering was crucial. Initials developed Nature’s Bounty from the ground up – from full brand positioning and tone of voice, right through to multichannel rollout and engaging messaging. By challenging the unrealistic portrayal of ‘wellness’ in advertising and applying a real-life approach instead, customer engagement grew. The campaign used fun and accessible messaging to build relatable connections while educating around Nature’s Bounty products. In less than two months of being live, the content saw 14.3million+ impressions across Instagram and Facebook. But, all-importantly, Initials helped the brand use language to spearhead a category step-change, transforming a complex, outdated world of vitamin ‘wellness’ into an inclusive, engaging, inviting place consumers can feel a part of.

WINNER

INITIALS
‘We’ve Got This’ for Nature’s Bounty

EARNED THEIR WINGS

Abby Karet
Account Director
Josh Tilley
Senior Strategist
Sadie Majer
Head of Copy
Cal Jenkins
Senior Creative
Chris Perowne
Head of Design
Matt Hopkinson
Creative Director

SHORTLIST

Initials Marketing
‘We’ve Got This’ Campaign for Nature’s Bounty
Vitamin C Consulting
Man Made Beauty for Aston Martin
Punk Creative
Say Hello to Jura for Jura Whisky
Freedman International
Welcome Back, Stay Well for Fitbit

Best B2B Campaign

Great integrated campaign that served the needs of the client and delivered fantastic results

Campaign Summary

Jellybean’s 2020/2021 campaign was launched to convert fish and chip shops from a cheaper synthetic product called ‘NBC’ to Sarson’s, the UK’s No.1 Malt Vinegar. The integrated B2B campaign including video content, trade press, direct mail, social media, digital and PR to raise awareness of why they should make the switch based on strong insight into the target audience and proof of consumer demand. The campaign achieved double digit sales growth in the sector and all key KPI’s. Described by the judges as ‘game changing results’ the campaign also included a range of Covid additions implemented at speed over the course of the pandemic.

WINNER

JELLYBEAN
Proud to Serve Quality Fish and Chip Shops of Great Britain for Sarson’s

EARNED THEIR WINGS

Susan Bolam
MD
Jess Clare
Senior Account Manager
Mary Heimsath
PR Account Manager
Charlotte Collins
Account Executive
Nick Clancy
PR Senior Account Director
Luca Cicero
Art Director
Andy Wickes
Creative and Digital Director
Steve Skilton
Senior Digital Developer

SHORTLIST

Jellybean
Proud to Serve Quality Fish & Chip Shops of Great Britain for Sarson’s
Catch A Fire
Does Everything Dairy Does. And More for Flora
HDY Agency
V12 Vehicle Finance for Secure Trust Bank

HIGHLY COMMENDED

HDY Agency
V12 Vehicle Finance for Secure Trust Bank

Best B2C Campaign

I love it when the creative team gets to the heart of the brand and what makes it unique – and then takes it to consumers in an impactful, relevant way

Campaign Summary

Punk Creative produced an engaging and emotive advertising campaign with the objective to create positive recognition in a highly competitive category. The advertising job was clear; capitalize on the brand’s unique position and introduce it to a new audience with shared values in an accessible way. Aiming to reach a mass of consumers, a two phased campaign ran across cinema and TV, with a partnership with Channel which saw the ad debuting during Gogglebox. Jura brought in a whopping £4.2m from new shoppers, more than any other brand in the category.

WINNER

PUNK CREATIVE
Say Hello to Jura for Jura Whisky

EARNED THEIR WINGS

Jane Strachan
Owner and MD
Sean Mulholland
Creative Director
Fiona Stirling
Group Account Director
Kirsteen Beeston
Head of International Malts – Whyte & Mackay
Jen McCormick 

Paul Mason
CD / Copywriter

SHORTLIST

Space
Get Out More for Nature Valley
The Marketing Store
Go for 02
Punk Creative
Say Hello to Jura for Jura Whisky
Total Media
Thinking Outside the Box for BritBox
Seen Connects
Small Business Surprises for eBay

HIGHLY COMMENDED

SPACE
Get Out More for Nature Valley​

Best FMCG/Retail Campaign

A really strong activation of a brand proposition that punched well above its weight given the limited budget

Campaign Summary

Old El Paso’s #MessFreeChallenge campaign was a launch of their biggest product innovation in 7 years: Tortilla Pocket’s. Thinkerbell tapped into a cultural moment in tennis to launch a sports influencerled social initiative as tennis stars were challenged to play whilst holding and eating the new Tortilla Pockets with zero spills. As engagement increased, the product launch transformed into a worldwide social influencer charitable movement with 100,000 kits donated globally, re-uniting the tennis community for a great cause. With a budget of €320,000, #MessFreeChallenge resulted in 50 million social accounts being reached and generated an earned reach of over 1.2 billion PR impressions globally.

WINNER

THINKERBELL
#MessFreeChallenge for Old El Paso

EARNED THEIR WINGS

Margie Reid
CEO
Ben Couzens
Chief Thinker
Adam Ferrier
Chief Thinker
André Pinheiro
Lead Tinker
Josh Green
Thinker
Jess Graham
Lead Thinker
Natalie Duncan
Lead Earned Thinker
Jiaan Koch
Thinker
Laura Mitchell
Thinker
Liz Hunt
Thinker
Di Nash
Executive Production Tinker
Katie Ayling
Production Tinker

SHORTLIST

Space
Get Out More for Nature Valley
The Marketing Store
Go for 02
Punk Creative
Say Hello to Jura for Jura Whisky
Total Media
Thinking Outside the Box for BritBox
Seen Connects
Small Business Surprises for eBay

Best Professional Services Campaign

Great integrated campaign that reimagined sector which was long overdue. The visual dynamic really held the whole campaign together – they smashed it!

Campaign Summary

Retiring Retirement by BBD Perfect Storm was an integrated campaign which launched the new Legal & General platform where users would find a series of new retirement tools and the ability to book information sessions with L&G advisors. Real retirees were asked to name the retirement clichés they hated the most and a dedicated team of model builders created a series of plaster moulds which were blown up. This explosive footage and imagery formed the basis for the campaign which consisted of film, online and print. The results were as explosive as the campaign itself with a 319% increase in site visits and a 18% increase in annuity sales appointments!

WINNER

BBD PERFECT STORM
Retiring Retirement for Legal & General

EARNED THEIR WINGS

Caroline Caulfield
Business Director
Nick Barron
Senior Account Manager
Tony Quinn
Chief Strategy Officer
Cory Eisentraut
Creative Partner
Frank Houston
Copywriter
John Sutcliffe
Art Director
Agathe Charbon
Editor
James Perry
Studio Manager
Robbie Palmer
Designer
Chanse Fyffe
Producer
Fran Broadhurst,
Mathy Tremewan
Directors
Machine Shop
SFX/Props

SHORTLIST

LEGAL & GENERAL
Meg Dickens
Marketing Director
Jenny Cernicharo-Hazan
Director of Marketing Acquisition
Melanie Thorpe
Direct Marketing Manager

Best Entertainment, Leisure & Travel Campaign

Good, solid results

Campaign Summary

Thinking outside the Box was a campaign launched by Total Media to drive customers to BritBox streaming services in an already cluttered and competitive market. With the aim of “building a profitable direct-to- consumer revenue stream for ITV”, BritBox had to cut through against some of the biggest brands in the world, who have billions of pounds worth of revered content, and much larger marketing budgets. By targeting British Content Fans and developing a content partnership with the Daily Mail, the campaign was able to achieve 34% above the sales target for 2020 and grow brand awareness from an outstanding 30% to 91%.

WINNER

TOTAL MEDIA
Thinking Outside the Box for BritBox

EARNED THEIR WINGS

Madeleine Ware
Head of Marketing
Max Williams
Business Director
Hannah Moody
Account Manager
Jamie Dunlop
Managing Partner
Will Hammer-Lloyd
Alice Venables
Behavioural Researcher
Dariusz Szul
Data Analyst
Taylor Sands
Client Services Account Executive
Sean Golding
Head of Technology & Programmatic Media
Sara Page
Digital Account Director
Jake Bellworthy
Head of Media Partnerships
Hope Cooper
Account Manager
Reece Wymer
Account Manager
Fred Rabacal
Romilly Hills
Data Engineer
Dave Macrory
Director of AdTech

SHORTLIST

Croud
Driving International Content Creation for Audible
Total Media
Thinking Outside the Box for BritBox
Collective
On Your Terms for Avis
Wasserman
CrowdAmp for the US Open

HIGHLY COMMENDED

Collective
On Your Terms for Avis

Best ‘Not for Profit’ Campaign

In my opinion one of the best charity campaigns of 2020

Campaign Summary

After a 14 year absence from TV, Parkinson’s UK made its way back on screens with Time for Can campaign. Viewers were immersed into the painful reality of living with the condition whilst revealing some of the major breakthroughs the charity was having in its research. The campaign was planned in the run up to Christmas and successfully encouraged generous donations which exceeded the years targets. The campaign had a budget of just £150,000 yet achieved an 125% increase in the volume of online donations compared to Christmas 2019, with almost £50,000 raised just an hour after the advert aired.

WINNER

THE BARBER SHOP
Time for Can for Parkinson’s UK

EARNED THEIR WINGS

Dino Myers-Lamptey
Founder
Michelle Cfas
Brand & Comms Strategist
Elizabeth Anyaegbuna
Co-Founder (SixteeenByNine)

SHORTLIST

Croud
Poppy Appeal for The Royal British Legion
The Barber Shop
Time for Can for Parkinson’s UK
Anything Is Possible
Clearing Day for University of London (City)
Wasserman
Keep It Up for the United Nations

HIGHLY COMMENDED

Wasserman
Keep It Up for the United Nations

Freedom Award – Outstanding Bravery

“Congratulations to The Park for picking up this award for Truth Seekers. It really stood out to the judges for a number of reasons. Doing something live and experiential, at the best of times fills me, as a creative, with dread, but to do this during a pandemic, and to find a neat way to control the environment and make it safe is truly brave. This is a fine piece of work – hats off to you for pulling it off”

WINNER

THE PARK
Truth Seekers

Campaign Summary

Truth Seekers is a supernatural horror-comedy TV series from the minds of Nick Frost and Simon Pegg. To promote the launch on Amazon Prime Video, The Park created a COVID-safe, socially distanced immersive screening experience, taking influencers into the narrative of the show and enabling them to create engaging social content from the experience to reach a bigger secondary audience.

The experience resulted in over 2.2million Instagram impressions, over 75,000 active engagements, and over 1.7million story views.

Freedom Award – Outstanding Collaboration

“I think a great client/agency relationship is ultimately built on collaboration and shared endeavour. This solid business-to-business campaign from Jellybean really stood out for its deep understanding of the trade audience and true understanding of the client’s needs and the market, and by looking at the results you could see that they delivered exceptionally against the original objectives. It was also smart adaptation to the Covid situation and acknowledged the changing needs of a very demanding target audience. It was a tricky campaign to execute due to the mixed bag of the target audience; some being digitally savvy and others not, but all-in-all it worked really well and is a really powerful example of great collaboration between the client and the agency.”

WINNER

JELLYBEAN
Proud to Serve Quality Fish & Chips Shops of Great Britain for Sarson’s

Campaign Summary

Jellybean’s 2020/2021 campaign was launched to convert fish and chip shops from a cheaper synthetic product called ‘NBC’ to Sarson’s, the UK’s No.1 Malt Vinegar. The integrated B2B campaign including video content, trade press, direct mail, social media, digital and PR to raise awareness of why they should make the switch based on strong insight into the target audience and proof of consumer demand. The campaign achieved double digit sales growth in the sector and all key KPI’s. Described by the judges as ‘game changing results’ the campaign also included a range of Covid additions implemented at speed over the course of the pandemic.

Freedom Award – Outstanding Bravery

“Congratulations to Punk Creative for making a piece of work that I wished I had done. I love everything about the Jura campaign, not just the work but, as a creative, imagining the idea of turning up on an island with a script and having no one to star in your piece of creative and walking around signing up a whole community to participate. It’s brave and demonstrates an attitude an magic that essentially only comes from independent agencies. And the work is absolutely brilliant. What’s special about this, particularly for me, is they are not just doing work about a product, they’re doing work about a place, work about people and work about a product and a brand. On each of those levels I think they have done them justice. It’s an excellent piece of work. Well done.”

WINNER

PUNK CREATIVE
Say Hello to Jura

Campaign Summary

Punk Creative’s advertising campaign for Jura Whisky was shot over 5 days on the remote Isle of Jura and aimed to creative positive recognition in a highly competitive category. Aiming to reach a mass of consumers, a two phased campaign ran across cinema and TV, with a partnership with Channel 4 which saw the ad debuting during Gogglebox. Jura brought in a whopping £4.2m from new shoppers, more than any other brand in the category.

Freedom Award – Outstanding Bravery

“The Space work for Häagen-Dazs Secret Sofa demonstrated a great strategy which capitalised on a sudden need to re-create out of home events in an in-home environment. They pivoted amazingly quickly to create a campaign that, in my eyes, was as good, if not better, than the original concept. They demonstrated a deep insight into the consumer audience and generated so much traction in a lockdown – it was simply awesome. As a partnership campaign, rather than a pure brand experiential one, it really could not be faulted. To have done this in just three weeks is phenomenal and the expanse of the campaign was wonderful to see. The creative work is a delight. It seems from the results that this campaign also enjoyed great success, potentially even more that the pre-covid campaign could have achieved. We thought, as a judging panel, that it demonstrated the absolute epitome of agilty.”

WINNER

SPACE
Secret Sofa

Campaign Summary

In 2020 SPACE launched a collaboration between luxury ice cream brand, Häagen-Dazs and Secret Cinema to create an immersive, multi-platform film experience, reaching millions. Participants created secret worlds from films in their living rooms, streamed via a readily available platform such as Netflix. Audiences were encouraged to make props, learn dances and dress up. Voted “The Saviour of Lockdown” by Time Out Magazine, the campaign was Häagen-Dazs’s longest marketing amplification and global TikTok debut for the brand.

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