1
Content - Chair's Award
Company/Agency
S:E Creative Studio
Client
Waitrose & Partners
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Executive summary
Dish is a podcast and social media strategy that has turned a meal from Waitrose into a weekly cultural event, converting listeners to shoppers with each mouth-watering episode. The show is made to be shared with dinner guests, the studio audience, and followers at home. Each episode features a recipe from Waitrose, cooking tips from a Michelin star chef (Angela Hartnett), drinks recommendations from one of our beloved broadcasters (Nick Grimshaw), and a meal enjoyed by some of the UK’s favourite celebrities, who in turn share their own food and life stories with the Dish audience. Dish by Waitrose is the UK’s most hospitable food and entertainment podcast AND the only branded podcast to have become a mainstay of the UK audio charts. It has over 60 million organic video views and has attracted some of the UK’s biggest celebrities as guests.
Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Tom | Young | Director of Social | S:E Creative Studio |
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1
Content - Grand Prix
Company/Agency
Tangerine
Client
Bodyform
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Executive summary
How do you get an audience to reappraise a brand that’s already famous? Challenge the status quo around women+’s health; uncensor the words that most social media channels ban… Vagina. Vulva. Clitoris. Uncomfortable? Are you wanting to edit this award entry and ‘tone it down’? Why? Women+ need to be able to say these words and talk openly about their health. Bodyform uncensored 40 words that women+ shouldn’t be afraid / censored from saying to create a permanent change that will benefit our audience and future generations to come. Bodyform not only became front of mind today, but made a positive difference that will last a lifetime.
Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Jane | Duffy | Associate Director | Tangerine |
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8
Content: Agency Team of the Year
Company
Manifest
Summary
The Manifest team is on a mission—to cement a paradigm shift in the marketing industry, proving that content is most effective at the center of brands’ marketing strategy. Over the past year, the team has pushed the boundaries of their beloved craft to demonstrate how content helps tackle some of the biggest audience and behavioral challenges that brands face. Working with partners like Primrose Schools, Aflac, Paper Packaging Board, the Dairy industry (Dairy Management Inc. as well as the Global Dairy platform), Oracle, California Closets, Alamo, HelloFresh and Commerce Bank, among others, the team focused on harnessing the power of content to drive brand transformation, reveal the real substance behind the brands they work with: unveiling their untold stories and purpose, and actually change consumer behaviors - solving for their client’s biggest challenges. From tackling complex culture shifts to creating content that could transcend borders, cultures and languages.
In doing so, the team has not only driven impressive results for clients, but also helped fuel growth and success for the agency as a whole. This past year was a strong one as Manifest grew its client base and pushed to increase content’s share of marketing spend. The team drove impressive net revenue growth beating the leadership’s assertive budget plan by more than $3MM last year and achieved over 20%+ profit growth with 100% client retention.
Manifest’s “maxim” is “Never Content” (pun intended), perfectly highlighting the team’s internal ethos: they’re always looking for ways to push content to its limits.
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Company
The 10 Group
Summary
The 10 Group is an example of how innovation and creativity can drive transformative growth in content marketing. With an unwavering commitment to achieving results for our clients, we embarked on a mission at the beginning of this year, setting ten ambitious objectives that were as diverse as they were audacious. We wanted to go beyond the superficial, engaging audiences on a profound level while forging closer, more collaborative relationships with clients.
Our mission was underpinned by initiatives that blended strategic insight with creative flair, nurturing a team of imaginative trailblazers and expanding our strategic and social expertise. We invested in fresh perspectives through key talent acquisitions and tailored training, enriching our capabilities and strategic outlook.
Our dedication to creating captivating content resulted in sharp spikes in engagement and rapid follower growth for high profile clients including Aira, a clean energy challenger brand. Our innovative approach succeeded in reshaping perceptions of even the most traditional brands.
Our commitment to creating an inclusive and collaborative culture allowed us to raise the bar for our clients while improving the wellbeing and engagement of our people. And by developing our expertise in ESG communications, we created campaigns that not only drove commercial results, but made a difference to our world.
The results told a compelling story, with engagement targets smashed, turnover magnified, and thought leadership recognised on national platforms. Through thought-provoking events, captivating videos, and strategic partnerships, we have demonstrated how passion, creativity and strategy can harmonise to create extraordinary results for brands.
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Company
Philip Morris International
Summary
We at PMI Global Content Studio—a division of the Global Communications function of Philip Morris International (PMI)—are responsible for delivering best-in-class content and campaigns to help the company achieve its objectives of delivering a smoke-free future.
Based in London, New York and Lausanne, we’re a close-knit team consisting of 30+ people, including strategists, creatives, designers, copywriters, video producers, website and social media specialists, project managers, and data scientists that support the global PMI business, as well as 50+ markets around the world.
Our wide-ranging remit includes managing owned and operated global digital properties, including PMI.com and @InsidePMI, developing and delivering major global integrated campaigns, and providing bespoke content services to internal clients and affiliates
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Company
Flo Health
Summary
Female health has been overlooked, undervalued and underfunded for far too long – and you deserve better. When it comes to your health, knowledge is power. We’re on a mission to put the power back in your hands. Flo helps you harness the power of your body signals so you can stay well and live better. Our global community of women, girls and people who menstruate is growing every day. And together, we’re building a smarter future – one where we all know our bodies better.
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Company
Haymarket Automotive Studio
Client
n/a
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Company
S:E Creative Studio
Summary
We’re a socially-led creative agency born from the entertainment industry. Which means, we help brands connect with their audiences through culture and content rather than advertising. We are part of sony music entertainment . So we use the same cultural research and data analysis that launches new artists and supports global superstars. It is a unique toolset that allows us to give brands an unparelled understanding of their audience within the cultural landscape.
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Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Summary
Sony Interactive Entertainment pushes the boundaries of entertainment and innovation, starting from the launch of the original PlayStation in Japan in 1994. Today, we continue to deliver innovative and thrilling experiences to a global audience through our PlayStation line of products and services that include generation-defining hardware, pioneering network services, and award-winning games. Headquartered in San Mateo, California, with global functions in California, London, and Tokyo, and game development studios around the world as part of PlayStation Studios, we believe that the power of play is borderless.
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Company
Tangerine Communications
Summary
Tangerine communications, Award winning social media, PR and creative communications agency putting brands at the centre of attention. Our research, The Shapes of Attention, discussed at Cannes Lions shows how brands can capture and hold attention and why this is important to build brand perceptions and support growth plans.
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3
Content: Agency/Client Partnership
Company
KINESSO
Client
Hiscox
Summary
What does a successful agency/client partnership look like? Relationships have to be built. The chemistry, right. Expectations, clear. Targets, met. Constant innovation. Our partnership with our client, the insurer Hiscox, ticks all these boxes.
Our relationship began just before the COVID-19 pandemic. Since then, we’ve achieved great things together through SEO, content, and outreach.
Our work has helped Hiscox to break records – achieving a 7.5% increase in people starting insurance quotes from commercial pages, for example, or increasing sales by 65% (from their employers’ liability page).
But that’s just the numbers. And our work together is about much more. We collaborate to solve challenges thrown up by external factors – such as changes to the way the Google algorithm ranks content, or new regulations from the Financial Conduct Authority.
We’re an extension of Hiscox’s internal teams. Our understanding of how insurance works has grown through collaboration with underwriters and compliance teams. A complex and challenging approvals process ensures our content is accurate as well as being truly useful – so crucial for Google EEAT, too. We also take our work off-site.
Our skilled PR professionals put Hiscox in the story for relevant media publications and sites. Our work on the annual Hiscox Cyber Readiness Report helps Hiscox set the agenda.
Later, we’ll cover the above in greater detail. But it’s important first to bring each area together to show how they work as a coherent whole – pulling in the same direction for the greater good.
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Company
Sunday
Client
The Institute of Chartered Accountants in England and Wales (ICAEW)
Summary
ICAEW is a world-leading global professional membership organisation that provides qualifications and professional development; shares knowledge, insight and technical expertise; and protects the quality and integrity of the accountancy and finance profession.
Following a member consultation into content provision in 2018, ICAEW brought in Sunday to work alongside the in-house team on implementing ICAEW’s strategic vision for content:
• Aligning content priorities across multiple internal stakeholders
• Increasing member engagement
• Building the reputation of the institute
• Helping to accelerate digital capabilities and multichannel outputs
The multiple ongoing and one-off workstreams year on year have required an agile approach by Sunday's ICAEW team, regularly reviewing stats and testing and learning as we go, and collectively trying new ways of doing things. A major challenge is managing multiple stakeholders, as well as the flow of communication across multiple projects at any given time.
The key to success has been the adoption of strong processes, good communication, recognition of pressures on both sides and a willingness to adapt. This has led to the development of a one-team mentality, with mutual trust and respect, and with everyone working together to achieve the best results for the institute.
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The Drum Content 2023 ICAEW partnership.pdf
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Company
Playmaker Films
Client
Clarks
Summary
Playmaker Films was tasked with creating a supporting TikTok campaign to win the attention, consideration and affection of Millennial parents - whose children are likely to be commencing a new primary school year in September 2023. The brief was to create something playful and humorous to live on TikTok, Instagram and YouTube, with an authentic, organic feel and bundles of ‘old school’ nostalgia inspired by kids being kids. As part of the campaign, Clarks wanted to expose its new ‘Goal’ kids shoe to prospective customers.
Stylistically, Playmaker opted for a comedic style popular with millennial audiences: a dry, stilted comedy of reactions, fuelled by numbing awkwardness and bumbling, try-hard authority figures, echoing the style of early 2000-2010s comedy classics like People Just do Nothing and This Country. A mockumentary style with first-person narration cues offered a natural platform for straight-faced surprises and misunderstandings, founded on understated, self-mocking performances.
The videos followed Raheem Sterling as he takes a trip back to school, encountering a series of different scenarios - from music and PE, to breaktime and the classic ‘school photo day’. The comedic twist being that, where Raheem assumed he’d be the most popular guy on campus, he soon finds out that kids can be rather difficult to please…
After the first week of the campaign, Clarks has experienced an extraordinary Social post engagement rate of 6.6% on the main campaign video, driving over 10,000 campaign website visits and a sales uplift of 165%.
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6
Content: Audio
Company
BBC StoryWorks
Client
Abu Dhabi Tourism
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Company
Fight or Flight
Client
Medius
Summary
Despite a huge rise in white collar fraud, many businesses still underestimate it. This was a challenge for Medius, a B2B provider of anti-fraud software to finance professionals. How do you sell fraud prevention to a buyer who thinks fraud is something that happens to somebody else?
The solution? A hard-hitting, moving story that was impossible to forget, in the form of a True Crime podcast, a mass audience channel most B2B brands would never touch. The podcast, Accounts Deceivable, examined the human cost of financial fraud, asking the question: what does it take to commit a white-collar crime? And what does it feel like for victims to lose millions of dollars of company money?
The True Crime format not only delivered a big audience for Medius’s messages, it also wrapped those messages in a compelling and addictive story, ensuring 89% of listeners listened right to the end.
Headline results?
- A top 150 Apple business podcast, ranking alongside CNBC and Harvard Business Review: an astonishing achievement for a niche B2B brand
- 23,500+ downloads, inside the top 20% of shows across all categories (not just business)
- 96% of audience featured within key markets of UK + US
- Average episode consumption of 89%
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Company
Wavemaker UK & Platform Media
Client
William Hill
Summary
William Hill faced a significant challenge: not being seen as a leader in the market.
With Paddy Power owning the banter and Sky Bet leading the way with their stats, we didn’t have our own unique voice and were struggling to shake off outdated perceptions of the brand. In football alone, we were falling behind in third place.
We were also facing a triple threat in increased regulations to advertise, an inflationary market, and bookies with deep pockets and established brand identities securing brand loyalty.
We knew we had to create a value exchange outside of traditional media to infiltrate the conversation and credibly engage with fans.
We identified a clear space for the brand that piggybacked off our heritage in storytelling.
This led us to create a new ambition for the brand: to become famous for extraordinary entertainment.
Our solution? To transform the brand from traditional racing bookie to a publisher.
We developed our own podcast: William Hill presents Up Front with Simon Jordan – a sports equivalent to Diary of a CEO. Simon's credibility in sports and direct interview style allowed us to share compelling stories from sporting stars.
We saw success in achieving our goals. By producing captivating and extraordinary content that resonated deeply with fans, we achieved:
- Top rankings of No.1 on Apple and No. 2 on Spotify in sports podcasts
- Stellar ratings of 4.8 on Apple and 4.9 on Spotify
- A remarkable 4.9m downloads vs 1m target
- 97k followers/subscribers
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Company
S:E Creative Studio
Client
Waitrose & Partners
Summary
Dish is a podcast and social media strategy that has turned a meal from Waitrose into a weekly cultural event, converting listeners to shoppers with each mouth-watering episode.
The show is made to be shared with dinner guests, the studio audience, and followers at home. Each episode features a recipe from Waitrose, cooking
tips from a Michelin star chef (Angela Hartnett), drinks recommendations from one of our beloved broadcasters (Nick Grimshaw), and a meal enjoyed by some of the UK’s favourite celebrities, who in turn share their own food and life stories with the Dish audience.
Dish by Waitrose is the UK’s most hospitable food and entertainment podcast AND the only branded podcast to have become a mainstay of the UK audio charts. It has over 60 million organic video views and has attracted some of the UK’s biggest celebrities as guests.
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Company
Bloomberg Media Studios
Client
IC Markets
Summary
As far as retail brokerage platforms are concerned, there are two kinds of investors: “switchers” and “premium traders.” Switchers move between platforms, ever in search of the latest tools or insights – anything that will give them an advantage. Premium traders generate a large portion of their income through active investing. They bring a go-big-or-go-home attitude, and often seek insights from respected industry voices.
IC Markets wants to capture a greater share of both. To do that, they partnered with Bloomberg Media Studios on IC Your Trade – a podcast turned vodcast that explores the forces shaping financial markets with the experts who have devoted their lives to investing.
The first season of IC Your Trade took the form of a podcast. The campaign evolved into a vodcast in the second season. In the third season, we complemented each episode with an article, driven by the insight that Bloomberg’s audience was 1.6x more likely to engage with a brand that is active on three or more of our channels.
Season three brought some of our most influential guests to date. Guests included Bob Michelle from JP Morgan, who manages $700 billion in assets; Magnus Grimeland of Antler – one of the world’s most active early-stage investment firms; and Steven Cocharane, APAC Chief Economist of Moodys.
The result: a greater share of the pie.
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Company
Octagon
Client
Mastercard
Summary
As a sponsor of Rugby World Cup 2021 in Aotearoa (New Zealand), technology brand
Mastercard had a platform to showcase its continued support of and investment in the
women’s game, through the Player of the Match (POTM) Trophy.
To demonstrate the brand’s cultural understanding, we used the voice of the most powerful
figure in the community, the kaikaranga, to turn every POTM trophy into a living story, that
could speak to future generations of rugby players.
Over 2,080 minutes of gameplay was captured across 6 weeks, edited into bespoke
soundtracks, and embedded into 26 trophies, which were then awarded to the POTM
minutes after the final whistle.
1 in 2 now view Mastercard more positively, due to its understanding of New Zealand culture
and we raised the profile of the game globally, via 60.8M social impressions and 42M total
reach.
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5
Content: Automotive
Company
MSQ Partners
Client
Shell Helix
Summary
Time and time again, brands often use influencers for one-off events, but these activations have started to lack depth and impactful in today's social landscape. In May 2023, Shell Helix saw an opportunity to turn a partnership event with the Scuderia Ferrari Formula One team into a unique social influencer road trip that would capture the attention of the automotive industry.
#OnTheRoadToMaranello brought together 12 influencers from key markets to experience "Ultimate Performance" at the Ferrari Factory and Fiorano circuit. The event was turned into a full-fledged social media campaign that ran for over three months, with more than 200 pieces of content created.
The event was unique not just to the automotive industry but to all, showing how all influencer activations can be more than just a one-off event. It was a strategic social campaign that leveraged the power of influencers to create long-lasting content and engagement. Running for over three months #OnTheRoadToMaranello allowed Shell Helix to achieve its objectives and generate ultimate performance results.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Carl | Pring | Head of Global Marcomms and Customer Proposition | Shell |
| Aneta | Tadeusiak | Shell Helix Global Brand Director | Shell |
| Vividha | Kaul | Global Customer Digital & Services Innovation Manager | Shell |
| Mira | Mohammad Noor | Head of Global Marcomms and Customer Proposition | Shell |
| Apoorva | Krishnakumar | Trade Programme Specialist | Shell |
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Company
Nobull Agency
Client
IVECO
Summary
The automotive world is rapidly electrifying as we move towards net-zero goals. However, there are some market segments that are easier to introduce zero emission Electric Vehicles (EVs) to than others. Operators utilising hard-working commercial vehicles used to do heavy-duty tasks have lacked an EV alternative to diesel that is just as capable. IVECO rose to the challenge and needed a campaign to celebrate the launch of their highly capable electric van.
The new electric IVECO eDaily van underwent years of development to ensure that these operators had the same durable DNA found in the diesel IVECO Daily, just electric. To that end, the eDaily retains a 3.5-tonne towing capacity, significantly more than any electric vehicle in its class. What better way to highlight this USP and others than by setting an official Guinness World Record? We knew we would need to engineer that ‘Kodak moment’, a snapshot that explained exactly what our message was in one moment that the layman could understand.
Working with Guinness World Records gave this project the gravitas it deserved. We also enlisted the help of Britain’s Strongest Man, Adam Bishop, as there were clear synergies between what the IVECO eDaily represented and his sport. The total UK reach alone for this campaign was over 69.7 million, representing a huge level of exposure for this new all-electric model.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Tyler | Heatley | Automotive Account Manger | Nobull |
| Steve | Holmes | Sales and Applications Engineer | IVECO |
| Steve | Powell | Country Product Manager and Alternative Propulsion Lead | IVECO |
| Mike | Cutts | Business Line Director (Light) | IVECO |
| Kally | Carder | Senior Associate Director | Nobull |
| Steve | Carman | Director | Nobull |
| Alex | Thompson | Senior Account Executive | Nobull |
| Ian | Wallace | Account Director | Nobull |
| James | Holloway | Video Producer | Holloway Media |
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Company
Stickyeyes
Client
Hertz
Summary
Hertz has been a car hire pioneer ever since its founder, Walter Jacobs, rented out his first dozen Ford Model Ts in 1918.
The Model T brought four-wheeled freedom to the masses. And we help Hertz make sure that ethos of giving customers access to the latest in innovation is still alive and kicking.
In 2022, Hertz announced ambitious plans to build the largest electric car rental fleet in North America – and one of the biggest in the world.
And when they wanted the world to know about this – they turned to us.
We set about creating an organic search content strategy to ensure that whenever someone searches for an EV, Hertz has the answer. And the results are electrifying.
So what does this all add up to?
Hertz.com now ranks:
• 1st for every electric car rental term in the United States
• In the top 10 positions for 719 non-brand electric car keywords, totalling 120,790 monthly searches
• 1st for broad, high-volume informational terms such as ‘how do you charge an electric car?’
It means our content is there for every step of the electric car rental journey. From that first search to the final mile.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Jonah | Owenby | Director of Digital Experience | Reprise |
| Trevor | Shanahan | Analyst, Digital Experience SEO | Hertz |
| Adarsh | Rangaswamy | Director of Digital and Ecommerce | Hertz |
| Jessica | Coates | Business Director | Stickyeyes |
| Steve | Chambers | Group SEO Director | Stickyeyes |
| Marcin | Soltysik | SEO Account Director, Performance | Stickyeyes |
| Peter | Adams | Content Strategy Manager | Stickyeyes |
| Alex | Frascina | Senior Content Editor | Stickyeyes |
| Will | Cotton | Content Editor | Stickyeyes |
| Anastasiia | Romaniuk | Junior Content Manager | Stickyeyes |
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Company
DRUM OMG LIMITED
Client
Porsche
Summary
Porsche has built almost unrivalled equity as the marque of high-performance luxury sports cars. But in a world where luxury consumer desires and attitudes are shifting, the brand recognised the need to talk to future audiences not through the lens of product, performance and design, but instead to their deeper motivations. So, to inspire Porsche’s Driven Female audience, and celebrate the 75th-anniversary of Ferry Porsche’s dream, we resolved to bring his most ambitious creation, the 356/1 roadster, to life again – reimagining the process and pursuit of turning dream into reality as a one-of-a-kind digital artwork. The Driven by Dreams Art Installation would be an experience combining the complexity and tensions felt by Ferry during his own creative process with the aesthetic quality of his final creation, unveiled on the world’s largest DOOH screens at The Outernet London, to match the scale of Ferry's ambition. In partnership with Wallpaper*, we tasked avant-garde creative studio, Lusion, with creating an artistic expression of the creative dreaming process, experimenting with cutting-edge Generative AI software to envision the immersive 120” film. Accompanying Wallpaper*’s editorial campaign, female members collective Marguerite ensured their audience of Driven Females were the focus of the exclusive launch event – with premium DOOH and social content furthering our audience reach outside the capital.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Jenny | Makin | Marketing Communications Manager | Porsche |
| Stephanie | Stockman | Marketing & Retail Communications Manager | Porsche |
| Samira | Bouazza-Marouf | Senior Account Director | Drum |
| Hannah | Lee | Senior Project Manager | DRUM OMG |
| Olivia | Johnston | Account Manager | DRUM OMG |
| Lee | Pitman | Head of Design | DRUM OMG |
| Gabriel | Lyndsay | Mid-weight motion graphics designer | DRUM OMG |
| Caro | Philips | Senior Creative | DRUM OMG |
| Claire | Baker | Group Creative Director | DRUM OMG |
| Carly | Gray | Project Manager | Wallpaper* |
| lloyd | lindo | Publisher | Wallpaper* |
| Sarah-Jane | Molony | Bespoke Director | Wallpaper* |
| Sebastian | Jordahn | Bespoke Producer | Wallpaper* |
| Gabriela | Sprunt | Art Director | Wallpaper* |
| Harriet | Lloyd-Smith | Arts Editor | Wallpaper* |
| Jonathan | Bell | Transport & Technology Editor | Wallpaper* |
| Joana | Payne | Founder and Director | Marguerite |
| Nathan | Bennet | Head of Business Development | Adylic |
| Oliver | Thurtle | Head of OMGDOOH | Adylic |
| Soca | Kodric | Project Manager | Adylic |
| Alban | Treglohan | Business Director | PHD |
| Olivia | Shackleton | Planning Director | PHD |
| Phoebe | Dent | Planning Associate Director | PHD |
| Edan | Kwan | Creative Director/tech artist | Lusion |
| Rigoberto | Hernandez | Tech Artist | Lusion |
| Paul Christian | Catoera | Tech artist | Lusion |
| Ajay | NS | Tech Artist | Lusion |
| Han | Tech Director/Tech Artist | Lusion |
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Company
Sky Media, Accenture Song, Dentsu X and The Story Lab (Dentsu Creative)
Client
Range Rover
Summary
Launching a Premium SUV in a cluttered category is no easy feat. So, to assert its authority over the competition, the new Range Rover Sport needed to make a splash.
Challenge 1 was to ascend Europe’s biggest dam, The Kárahnjúkar Spillway, in the new Range Rover Sport, with W-Series driver Jess Hawkins behind the wheel up against a huge force of nature.
Challenge 2 was to launch ‘The Spillway’ with a bang, showcasing the Hollywood production values of Jess’s death-defying stunt.
This wasn’t just branded content – it was event TV. We turned Ofcom convention on its head, giving ‘The Spillway’ a cinematic “Super Sunday” debut as Sky Sports editorial content alongside 2022’s “battle for 4th” North London derby.
With an unparalleled multi-media plan, voice-activated trailers and a dedicated On Demand tile, Jess not only survived the stunt, but drove incredible fame and sales for the new Range Rover Sport!
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Range Rover | |||
| Sky Media & Sky Sports | |||
| Accenture Song | |||
| Dentsu X & The story Lab |
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8
Content: B2B
Company
Fiverr
Summary
Fiverr’s latest hero ad, “Team Up,” leads viewers into an office setting where employees are celebrating a farewell party for Marco, who turns out to be a remote freelancer on Fiverr and not an in-office employee. The concept and creative for “Team Up” was developed in-house from Fiverr’s creative team, a company-first compared to its previous brand campaigns, with additional assets provided by Fiverr talent. Additionally, the team leveraged freelance talent from the Fiverr platform for a variety of services, including voiceover artists, translators, and social media designers.
The goal for this campaign was to shed light on the essential role freelancers play in organizations that rely on the talent of external contributors. The campaign was also part of Fiverr’s larger effort to expand its target audience to include larger businesses, and to generate awareness around the advantages of leveraging the growing freelance workforce. Driven by a clever and relevant creative concept, the campaign succeeded at driving a high volume of engagement while positioning Fiverr as a leader in connecting companies with freelance talent. Linear advertisements delivered over 3.6 billion impressions, and streaming ads delivered over 2.3 million impressions. The campaign also garnered press coverage in top tier press outlets in the US and internationally, including features in Adweek, Marketing Brew, and The Drum, which emphasized how the campaign taps into the growing business trend of combining the efforts of internal teams with freelancers.
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Company
Fight or Flight
Client
Medius
Summary
Despite a huge rise in white collar fraud, many businesses still underestimate it. This was a challenge for Medius, a B2B provider of anti-fraud software to finance professionals. How do you sell fraud prevention to a buyer who thinks fraud is something that happens to somebody else?
The solution? A hard-hitting, moving story that was impossible to forget, in the form of a True Crime podcast, a mass audience channel most B2B brands would never touch. The podcast, Accounts Deceivable, examined the human cost of financial fraud, asking the question: what does it take to commit a white-collar crime? And what does it feel like for victims to lose millions of dollars of company money?
The True Crime format not only delivered a big audience for Medius’s messages, it also wrapped those messages in a compelling and addictive story, ensuring 89% of listeners listened right to the end.
Headline results?
- A top 150 Apple business podcast, ranking alongside CNBC and Harvard Business Review: an astonishing achievement for a niche B2B brand
- 23,500+ downloads, inside the top 20% of shows across all categories (not just business)
- 96% of audience featured within key markets of UK + US
- Average episode consumption of 89%
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Company
Hearts & Science
Client
AT&T
Summary
Not adopting the latest technology can be catastrophic for businesses. Without understanding of the power of 5G and the ways it can uplevel business, companies are left in the dust.
Since the broader landscape began hyping up 5G, tons of chatter has persisted in the market. Yet, tangible proof points and clarification of its real potential for businesses were still weak in 2019. To really help business leaders, AT&T needed to show them precisely what 5G could do.
To demonstrate the capabilities of 5G for business, AT&T engaged The Washington Post in a unique partnership in terms of scale, collaboration, immersion and more - forging a path for more meaningful and impactful B2B work. The Post outfitted their newsroom with AT&T 5G to make them a living use case for the technology AT&T sought to educate its audience on.
Going beyond traditional B2B tactics, this collaboration pushed boundaries – benefiting both AT&T and The Washington Post as well as influencing real-world change. AT&T connectivity and the Post’s journalistic gravitas together created concrete examples for how 5G can enhance operations, reporting, communications, output and beyond, resulting in more engaged readers and more inspired and informed business leaders.
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Company
The B2B Institute @ LinkedIn
Summary
The "2022 B2B Trends for the Contrarian Marketer" campaign aimed to provide innovative marketing insights. The campaign explores over 30 marketing ideas that offer "contrarian and right" practices, spanning strategy, creative, distribution, and measurement and featuring talent from our own B2B Institute team.
Campaign Highlights:
Originated from a customer challenge, emphasizing customer-centric marketing.
Distinguished from the crowded marketing trends landscape in three ways:
Focuses solely on B2B marketing.
Employs empirical data and expert-driven research.
Advocates a contrarian approach for a competitive edge.
Built the B2B Trends franchise into a global signature series.
Strategy and Execution:
Positioned as contrarian experts with five years of trend identification.
Developed engaging videos and articles discussing contrarian trends.
Created a dedicated webpage for content, including short videos and articles.
Leveraged LinkedIn Live and industry events for interactive presentations.
Employed organic promotion on LinkedIn and Twitter and utilized LinkedIn Ads.
Facilitated internal engagement using videos, decks, and key slides.
Results:
Achieved a 61% increase in website traffic.
Garnered 9,335 video views.
Generated 41 million LinkedIn ad impressions.
Objectives:
Build mental availability for The B2B Institute among B2B marketers.
Establish The B2B Institute as a thought leader in contrarian B2B marketing.
2022 B2B Trends Video Playlist:
https://youtube.com/playlist?list=PLPpzu...
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Company
Group SJR
Client
Drax
Summary
Group SJR was asked to produce a short film showcasing energy company Drax’s visionary approach to tackling climate change and achieving net zero. Through the use of Bioenergy with Carbon Capture and Storage (BECCS), Drax is undertaking one of the largest carbon removal projects in the US. This fascinating project not only provides sustainable power generation, but also removes carbon from the atmosphere.
We were delighted to get involved with such an important initiative, and even more thrilled when the success of the initial film sparked a campaign of four additional thought leadership films, to help drive corporations and policymakers to take urgent action in the fight against climate change.
With the reputational challenges of the energy industry, our approach of radical transparency represents a step change in humanising both the sector itself, and the key players in the road to net zero.
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Company
Zulu Alpha Kilo
Client
Zulu Alpha Kilo
Summary
Set at a dinner party among friends, the video opens on the host – a brain surgeon – captivating the table with one of his heroic stories. The conversation then shifts towards Greg, a copywriter. Intrigued by his job too, excited guests grill him with questions, like “Working on anything exciting?” and “Anything I’ve seen?” Flattered, Greg proudly announces his latest project: a case study for Left-Handed Mango Chutney.
Faced with blank stares, Greg explains that it was a limited-run piece celebrating National Left-Handers Day, made proactively for a small independent chutney company, and never sold in stores. When Greg proudly announces, “It also won Grand Prix,” he’s met with dead silence. The silence is broken when another guest, also in advertising, shares her well-known “flatulent horse” beer ad.
The film ends with a super, asserting the industry gets back to awarding the work real people actually see.
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Company
McCann New York
Client
State Street Global Advisors
Summary
Many financial advisors think they can cover the potential of the market by investing only in large companies, known for their stability, and small companies, known for growth. But in reality, if they’re missing the mid-sized companies, they’re missing out. Portfolios containing them consistently outperform portfolios without them.
Across broadcast, social, digital, OOH, a digital investment calculator, and a live event, our campaign for State Street Global Advisors’ mid-cap ETF, MDY, showed investors that “The middle can make all the difference”.
The centerpiece asset is a 10-minute film featuring two professional golfers, Annika Sörenstam and Tony Finau going head-to-head in a competition unlike any other. The rules: no middle clubs (no irons, no wedges) allowed on the front 9 holes. Then, those same 9 holes are played with their full set of clubs proving the difference the middle can make.
Our media spanned major PGA tournaments, publications and financial outlets. All assets drove fans to watch the longform film on our website where we also shared the math on mid-caps.
Over half our audience watched 75% of our nearly 10-minute film. Within just 1 month of the campaign going live, digital engagement performed over 3X our benchmark. Social engagement saw a 7% increase from benchmark.
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Company
Eulogy
Client
Virgin Media O2 Business
Summary
Virgin Media O2 Business successfully launched its new joint-brand at the start of 2022, defining an authentic voice for itself in the B2B space that championed human stories first and foremost.
2022-2023 brought fresh challenges. In the face of a cost-of-living crisis, the joint-brand needed to show customers and prospects that it was committed to being a true partner to their business in difficult times – helping them attract and retain the best talent and unlock the untapped potential of their existing technology – all while balancing ESG commitments with ‘keeping the lights on’.
Content formed the heart of this campaign. To help our audience navigate the balancing act, we focused our brand campaign on a human storytelling approach tailored around the stories we were hearing direct from customers and employees. A rich variety of customer interviews and involvement meant our messaging around connectivity was authentic and based in people’s everyday reality, and a mix of digital and physical content across sponsored content with media publishers, podcast, interactive reports, social media, owned blogs, and earned media allowed us to reach our key audience wherever they were choosing to spend their time. Through our B2B content strategy, Virgin Media O2 Business delivered an ROI of 77:1.
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7
Content: Brand/In-House Team of the Year
Company
Ocado Retail
Summary
After a successful year, we’ve just renewed this partnership for year 2, continuing to strengthen the commercial results of this partnership, and making more amazing assets.
This partnership has set a new standard and upped the quality of execution across Ocado and for teams from legal, to brand and content marketing, to PR and CRM to connect and work closely with Eat Creative, Ocado’s in-house creative team.
Together, we’ve set the benchmark for working efficiently and effectively and for making teams genuinely excited and proud of what we can achieve as a collective, making Ocado more collaborative over all.
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Company
Evening Standard, Studio 27
Client
N/A
Summary
Studio 27 are the in house content solutions and partnerships team at the Evening Standard and we are banging our drum about our incredible, award worthy work.
Facing a display market on its knees we made a strategic shift to bolster display and programmatic revenue with Studio 27 creative content solutions, and it worked.
Overcoming the challenges of a 200 year old brand in a dynamic market we have created consistently excellent creative work that delivers engaging and, in some cases, life changing results for our readers and clients.
From national briefs to multiplatform executions and future facing summits hosted by the Mayor of London, Sadiq Kahn, we continue to surprise people with our capabilities.
We have given 27 reasons why we Studio 27 are the In House Creative Team of the year - but we'll let you be the judge of that.
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Company
LinkedIn (Marketing Solutions/Ads Business)
Summary
We humbly believe our small-yet-mighty in-house team of six at LinkedIn Ads is redefining how strategic content marketing can become a driving force in broader corporate strategy. In the past, our team has largely played a supporting role in the broader business strategy for LinkedIn Marketing Solutions, but the success of our brand blog and content initiatives – as measured by reach, results, and media attention – was drawing notice from senior leadership.
In 2022, we took the lead in a major strategic content shift that involved launching an ambitious new on-platform thought leadership hub (LinkedIn Collective), rebranding our longstanding corporate blog (LinkedIn Ads Blog), and wrapping this multifaceted launch into a high-scale brand campaign focused on establishing LinkedIn as the “Place to B2B.”
A refined approach geared more specifically to an audience of B2B leaders within a firm set of content pillars has brought new levels of impact to the LinkedIn Ads Blog, increasing organic pageviews for the latest quarter by 30% year-over-year with 88% growth in organic rankings. Meanwhile, the LinkedIn Collective has gained more than 24,000 followers in one year since launching. Our weekly newsletter, “This Week in Marketing,” which launched in its refreshed format alongside the blogs, already has more than 1 million subscribers. And we lead our programming and Studio at the Cannes Lions Festival this year, leveraging our expansive B2B Marketing Benchmark report, which polled more than 2,000 B2B leaders.
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Company
PepsiCo’s In-House Content Studio
Summary
At PepsiCo’s In-House Content Studio, we’re driven by one mission – to set the new industry standard for creative excellence.
This mentality underpins everything we do – from producing national TVCs and social content, to long-form original programming – all helping drive love for our brands and growth for our company.
Our 65-person team is the creative force behind some of PepsiCo’s most memorable marketing and advertising moments year over year, fueled by our full suite of capabilities across campaign development, brief writing and training, social listening and analytics, influencer marketing, and best-in-class production.
We’re a true extension of PepsiCo’s 20+ beverage brand teams. We serve as strategic thought partners internally and with our external agencies, helping them innovate, drive creative excellence and elevate diverse perspectives.
We believe in “collaboration without ego,” because we know the highest quality and most authentic creative ideas can come from anywhere – the more voices and experimentation, the better off we’ll all be.
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Company
D3
Client
Frito-Lay North America
Summary
From epic TV series to worldwide phenomenon, Breaking Bad is one of the most successful TV shows of all time.
Frito Lay’s PopCorners partnered with the show’s creators and talent to bring the show to life. By pooling the talent of cast and crew, we turned branded content into a global frenzy with fans delighting in the launch of a new flavor of PopCorners.
The campaign aligned the brand message and the delivery mechanism perfectly, tapping into the mega-fandom of Breaking Bad ensured massive organic coverage for the brand and the show, bringing millions of intrigued fans into contact with PopCorners.
PopCorners generated billions of earned impressions across 1,625 media placements, and was the #1 talked about brand on Reddit leading up to the Super Bowl.
We have seen our business grow along with the campaign roll out in 2023
U.S.
50% increase in Retail $ Sales vs. year ago
1 million new buyers (32% increase) vs. year ago
Canada
190% increase in Retail $ Sales vs. year ago
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Company
Vodafone
Summary
In early 2023, Vodafone Group’s Content and Channels teams were combined into one. This new team of only eight people has revitalised external and internal content through a varied mix of videos, articles, events, graphics and interactive experiences, all designed to reset how audiences think about Vodafone.
From showcasing the company culture to explaining the real-world impact of our technology, we strive to represent all of Vodafone’s global footprint across 21 countries in Europe and Africa.
Our team is breaking new ground in content, working across multiple formats and channels to challenge our audience’s perceptions. We’ve handled hundreds of video projects, developed interactive digital assets, built a strong podcast following and breathed new life into social and internal content – with some outstanding results.
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Company
The Kitchen North America
Client
The Kraft Heinz Company
Summary
The Kitchen is the in-house agency for Kraft Heinz, built to take iconic brands into a new era of marketing, powered by culture, creativity, and collaboration.
What makes us different? The way we work. Our pod-based structure breaks down traditional silos and brings together creatives, strategists, producers, designers, and content creators - all working directly with our brand partners to unlock creativity and deliver breakthrough ideas at the speed of culture.
Built from the ground-up, we’re intentionally “bottom heavy”, dominated by Gen-Zers, as diverse as the world around us, passionate about culture in all its forms. We don’t make ads, we make content that reaches communities and cohorts in all those hard-to-reach places where mass advertising falls short.
A trusted social and digital partner for 15 globally recognized Kraft Heinz brands, including: Heinz Ketchup, Kraft Mac & Cheese and Oscar Mayer. By leveraging our superpower of integration, we react to our brands’ business needs with unprecedented agility and speed - in ways only an in-house agency could.
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3
Content: Consumer Goods
Company
SuperHeroes
Client
Lenovo Yoga
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Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Client
Sony Interactive Entertainment
Summary
Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' campaign.
Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks?
‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life.
The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period.
The results of this creative campaign were nothing short of remarkable. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating its own forecast of 18 million. That was up from 11.5 million PS5 units sold in the previous fiscal year when Sony was facing supply chain issues - which demonstrates a 66% increase.
In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.
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Company
SPH Content Lab
Client
Singlife
Summary
Singlife, an insurance company in Singapore, had an attractive product that is exclusive to men in the military – and their families. The challenge? There was low awareness among their target audience.
While insurance marketing, often plays on fear-based situations, we took a drastically different approach.
To increase awareness of Singlife’s insurance product, our strategy was… not to talk about insurance. Afterall, the men are much more interested in reminiscing the good old days and their shared experience in the National Service (NS)
So we gave them what they wanted. Our campaign “What I Wish I Knew in NS” is a hyperlocal series of animated social videos featuring anecdotes and hilarious hindsight army wisdom of famous Singaporean personalities. The other thing they wish they knew? How that financial product can now be maximized to fit their adult lives and benefit their families too.
While the videos engaged our primary audience, we had another strategy an secondary audience: The women in their lives. The approach for the accompanying articles was “Good deals on insurance he’s not telling you about”. These articles spelled out how these insurance plans can benefit the family – and how the men can get in on them.
Our strategic and tailored approach to reaching these two audiences worked. We achieved a phenomenal 186% of our set KPIs. That’s over 1.4 million video views and page views from only 3 videos and 3 articles – and we did that in just 6 weeks.
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3
Content: Consumer Services
Company
Media.Monks
Summary
The B2B payments industry has a huge blind spot. In a rapidly accelerating business world, the focus has been on FinTechs. They move fast, break things, and make payments even more transactional. This focus created a false binary, where seemingly the only possibility is either the promise of agile disruptors or the safety of legacy banking institutions.
This is where J.P. Morgan sits—a global banking leader, renowned for two centuries of building relationships and solving clients’ thorniest challenges. But under this binary, our B2B audiences devalue our strengths and discount our innovations from prior years.
So to reframe the industry, we started with a forgotten yet fundamental truth: payments are more than transactions. They are messages. Every payment says something more; about the sender, the receiver, and the connection between the two. And J.P. Morgan Payments speaks and can translate this “language” of payments better than anyone.
We brought this truth to life in the Payments brand’s first global creative platform: Every Payment Speaks Volumes, launched to attract audiences beyond the Treasury and position the brand further in front of the C-Suite.
J.P. Morgan showed up unexpectedly in their worlds— at high-profile financial conferences and through novel partnerships with Formula 1’s Miami Grand Prix, Conde Nast’s Wired magazine, and the newest Transformers film.
Our reframe resonated significantly: we improved Awareness (+15%), Consideration (+21%), and Intent (+20%). Best of all, we improved J.P. Morgan Payments’ perception as an innovative brand by a whopping +19%.
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Company
Twitch Ads
Client
WhatsApp
Summary
WhatsApp wanted to build awareness of its multiple layers of protection that keep messages private. So, they turned to Twitch - the digital playground of choice for Gen Z and Millennials and home to a community that values authenticity, collaboration and inclusiveness. Together, they set out to immerse WhatsApp in the digital gaming environment through a fun, entertaining, experience.
Twitch’s content is built by streamers, who engage with their communities for hours on end – but they of course need to take a break now and then. The challenge for streamers is that when they take a break, their audience drops off and their revenue shrinks.
WhatsApp and Twitch recognised the opportunity to help streamers by filling the breaks and keeping audiences engaged. And so Privacy Protectors was born - a first-of-its-kind mini-game where Twitch chat work together to protect their favourite streams from space invader-style threats, using projectiles representing WhatsApp privacy features. Success earned the community free WhatsApp subscriptions, and streamers took the opportunity to lead discussions of WhatsApp privacy.
This innovative gaming format transformed a moment when audience numbers and attention typically drop into a rewarding experience for viewers. In the process it engaged the Twitch community with the detail of WhatsApp privacy features, blasting awareness to new levels and powering up message association for WhatsApp as the platform that protects users’ privacy.
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Company
Drum OMG
Client
Go.Compare
Summary
Where do you draw the line between ‘advertising brand mascot’ and ‘cultural icon’? By deliberately blurring that line, we created a campaign that delivered significant business outcomes for a brand which operates in a tightly contested, highly commoditised but incredibly undifferentiated sector: insurance price comparison.
Partnering Go.Compare’s divisive but iconic character Gio Compario with The Voice UK, one of the biggest music entertainment properties on the planet, set the brand on a path which has already saved 8% on their SEM budget and many millions more over the years to come.
‘The Voice of Choice’ campaign aped the style of the well-known TV format and saw Gio and Wynne conduct their own talent search - to find Go.Compare’s ‘Dot’ - a third tenor who would star alongside them on stage during the show’s final. The prize on offer for this emerging musical talent? The once-in-a-lifetime opportunity to sing the ‘DOT!’ in a new jingle promoting the brand’s new URL.
Eighteen 10” & 15” films were broadcast alongside the TV show. Shot on a modified The Voice UK set, tailored to mimic the show’s schedule - from auditions to coach mentoring and the final itself. Singing dogs, magicians and everything in-between helped develop the story arc at each stage and keep an avid audience entertained without fatigue.
A 3 minute branded mockumentary “The Wynners Story”, told the full story of “The Voice of Choice” for those not watching along on TV.
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6
Content: Content For Good
Company
We Believers
Client
AB INBEV
Summary
The base salary of a female player is 10 times lower than a man's, that’s why Corona organized a match ten times longer.
A 900-minute game to show how much women need to play to make the same as men in a typical 90-minute game.
With this event, we aimed to inspire other brands to support women's soccer, like Corona does.
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Company
Loose Women (ITV)
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Company
Tangerine Communications
Client
Specsavers
Summary
How do you talk about and raise awareness of audiology with an audience that is experiencing hearing loss but too embarrassed to admit it?
Music. Music was the key to creating a vital emotional connection with our audiences. 79% said they would be devasted if they could no longer listen to music.
So, Specsavers created a debut song, Lost & Found with Jools Holland, using the top 50 sounds people had lost, or found again since having hearing aids.
An instant hit, the song educated and normalized hearing loss with our audience, increasing awareness and building positive brand sentiment for Specsavers.
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Company
Noah’s Ark Children’s Hospice/The 10 Group
Client
Noah's Ark Children's Hospice
Summary
Every year, Noah’s Ark Children’s Hospice, a haven of tranquility set in a north London nature reserve, provides expert and palliative care to more than 350 critically ill children, and their families, helping them make the most of every day and creating precious moments to last a lifetime. But, with just 15% of The Ark’s £4.6 million annual running costs covered by NHS funding, and the need to pay for the charity’s inspirational nurses and carers, a fundraising drive each October has become critical to attract donations.
The 10 Group has worked with Noah’s Ark pro bono for the last three years to help secure as much voluntary funding as possible during this annual 36-hour appeal, its largest for the year. Teaming up with legendary photographer Rankin - the man who has photographed Queen Elizabeth II, Kate Moss, David Bowie and more - we told the stories of six families and their children to showcase the incredible work of The Ark team. We created a powerful and deeply moving five-minute hero film which became the centrepiece of the campaign, helping drive reach, engagement and donations. Against a backdrop of rising energy prices and the cost-of-living crisis, the fundraiser beat its target, pulling in critical funds to enable Noah’s Ark to continue delivering its life-changing work.
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Company
Tangerine
Client
Bodyform
Summary
How do you get an audience to reappraise a brand that’s already famous?
Challenge the status quo around women+’s health; uncensor the words that most social media channels ban… Vagina. Vulva. Clitoris. Uncomfortable? Are you wanting to edit this award entry and ‘tone it down’? Why? Women+ need to be able to say these words and talk openly about their health.
Bodyform uncensored 40 words that women+ shouldn’t be afraid / censored from saying to create a permanent change that will benefit our audience and future generations to come. Bodyform not only became front of mind today, but made a positive difference that will last a lifetime.
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Company
WaterBear Network, Deadbeat Studios and Choose Love
Summary
WaterBear, since 2020, employs storytelling to empower positive change by partnering with planet-focused entities, nurturing a community driven by Gen Z and Millennials. Our streaming platform bridges the "knowledge-action gap," connecting users to impactful campaigns through curated eco-certified films accessible on various devices for free. WaterBear transforms viewers into proactive change agents, fostering agency and real-world impact. Our product is in collaboration with 100+ NGO’s and purpose-driven brands.
MATAR is a powerful and tender WaterBear Original docu-fiction film directed by BAFTA-winner Hassan Akkad and based on the lived experience of co-writer Ayman Alhussein that reveals the UK’s broken asylum system through a poignant narrative of an asylum seeker in England relying on his bicycle to survive. Released in March 2023, MATAR stars Ahmed Malek, Youssef Kerkour and Elmi Rashid Elmi. The docu-fiction is produced by Deadbeat Studios in association with Choose Love.
MATAR's impact campaign spurred action with an interactive call-to-action rallying 5,000+ individuals to write to UK MPs opposing a refugee ban bill. MATAR's success lies in universal appeal, leveraging emotional storytelling to evoke empathy. Official premieres, panel discussions, pop-up events, collaborations with NGOs and artists from the community and Refugee Week screenings amplified its message across Europe. The success of MATAR can be attributed to several key factors. First, the film was written, directed and edited by those with lived experiences that are, or have been, in the position of the fictionalized character ensuring authentic authorship on the topic. The choice for a scripted format made it appeal to a broader audience and make them care about the topic, and it succeeded in doing so by using the power of storytelling to evoke emotions and empathy from the audience. Matar's impact stems from powerful emotional connections, leveraging our media ecosystem for good, championing authentic voices, and urging action.
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Content: Corporate Blog or Blogs
3
Content: Data and Insights
Company
Brandwatch
Summary
To bring Brandwatch’s value of “sparking change” to life, our strategic objective was to create a piece of hero content that would inspire our audience into action as well as to enhance our brand visibility and influence our pipeline throughout 2023 and beyond.
The Change Makers report harnesses the power of consumer intelligence platform Brandwatch Consumer Research to identify and celebrate 10 ‘Change Makers’ (brands or individuals who display curiosity, creativity, and innovation to spark positive change in growing conversations).
After extensive data analysis we found our Change Makers and wove them into a unique and interactive web experience, crafted to distinguish the report from other B2B content and designed with scalability in mind for future editions.
Our launch strategy has encompassed diverse marketing activities, including live events, press outreach, email, paid and organic social, and much more. The Change Makers theme would also influence our international Masterclass events visually, in presentations, and in fun activations for visitors.
The report received top-tier media coverage and was shared by featured Change Maker Ramit Sethi, elevating the "Change Maker" label to a badge of honor. The report exceeded expectations, generating more leads than any previous release in 2023, beating our average lead count by 76%, and doubling the average pipeline impact of Brandwatch content. This innovative report not only achieved its objectives but also laid a solid foundation for future editions. Its success reflects our team's ambition, commitment, and talent.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Gemma | Joyce | Head of Content | Brandwatch |
| Sandra | Busch | Editorial & Content Director | Brandwatch |
| Emily | Smith | Content Marketing Manager | Brandwatch |
| Luschia | Porter | Design Director | Brandwatch |
| Ruth | Johnson | Director of Engineering | Brandwatch |
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Company
GWI
Summary
Connecting the dots is GWI’s biggest annual campaign, designed to give marketing professionals the trends they need to succeed for the upcoming year. For 2023, we decided to go bigger than ever, transforming CTD from a brand awareness campaign, to a lead generation giant.
It was a huge cross-team collaboration, starting with our trends team, who dug into our GWI Core and GWI USA data sets to surface unique insights and patterns in consumer behavior, before writing them up into 5 global, and 5 US-specific trends, with actionable insights for brands throughout.
Then came implementation, where our content and design teams worked together to completely redesign the look and feel of the report. We built a full microsite, optimized user journeys for social, organic and paid, created a US webinar and a high-production global event with client participation, as well as 10x short form videos for each trend.
Then our social, paid and PR teams amplified the report and supporting assets across all major channels. The result? 15k report downloads, almost 200 SQLs, coverage in top tier publications including Associated Press, Digiday, and Marie Claire, and exceptional feedback from clients.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Russ | Willis | CreativeDirector | GWI |
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Company
Flo Health
Client
Flo Health
Summary
Background:
Flo Health stands as the leading women's health app with over 300 million downloads. Supported by 120+ medical experts, the platform aids women throughout their reproductive lives.
Objective:
Our goal was to create an improved experience for users in our app’s ‘Pregnancy’ mode. We planned to do this by creating 334 personalized, medically-accurate, and interactive Instagram-style 'stories', based on the user’s due date, within two quarters. We tracked our success by measuring the number of paid subscription trials that were a direct result of the project.
Research:
Our Content and Medical teams took into account a huge amount of research when planning and designing this content project. This included carrying out extensive UX interviews, looking at market research and SEO trends, exploring our anonymised community forum, going over existing data analysis, and carrying out iterative content experiments.
Results:
In total, we delivered 334 stories.
These resulted in an incredible 20+% increase in paid subscription trials, with a significant surge in engagement.
Users actively requested and lauded the new content, sharing their personal experiences in sync with the app's insights.
One of the story types became our top performing piece of content in ‘Pregnancy’ mode, with a whopping 61.24% watch rate and 0.75% of users starting trials after watching.
Conclusion:
These pregnancy stories exemplify Flo's commitment to user-centric innovation, harnessing data-driven insights to deliver genuinely useful, engaging content. This success story reinforces the importance of both creativity and metrics, inspiring both internal teams and hopefully, the broader community.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Jessica | Powell | Content Lead | Flo Health |
| Megan | Sutton | Senior Content Editor | Flo Health |
| Fong | Chau | Senior Content Editor | Flo Health |
| Michelle | Harrison | Content Editor | Flo Health |
| Emmie | Thornhill | Content Editor | Flo Health |
| Natalia | Vyrvich | Visual Lead | Flo Health |
| Ekaterina | Seliun | Lead Product Manager | Flo Health |
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2
Content: Editorial Partnership
Company
Ocado Retail
Summary
After a successful year, we’ve just renewed this partnership for year 2, continuing to strengthen the commercial results of this partnership, and making more amazing assets.
This partnership has set a new standard and upped the quality of execution across Ocado and for teams from legal, to brand and content marketing, to PR and CRM to connect and work closely with Eat Creative, Ocado’s in-house creative team.
Together, we’ve set the benchmark for working efficiently and effectively and for making teams genuinely excited and proud of what we can achieve as a collective, making Ocado more collaborative over all.
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Company
DRUM OMG LIMITED
Client
Porsche
Summary
Porsche has built almost unrivalled equity as the marque of high-performance luxury sports cars. But in a world where luxury consumer desires and attitudes are shifting, the brand recognised the need to talk to future audiences not through the lens of product, performance and design, but instead to their deeper motivations. So, to inspire Porsche’s Driven Female audience, and celebrate the 75th-anniversary of Ferry Porsche’s dream, we resolved to bring his most ambitious creation, the 356/1 roadster, to life again – reimagining the process and pursuit of turning dream into reality as a one-of-a-kind digital artwork. The Driven by Dreams Art Installation would be an experience combining the complexity and tensions felt by Ferry during his own creative process with the aesthetic quality of his final creation, unveiled on the world’s largest DOOH screens at The Outernet London, to match the scale of Ferry's ambition. In partnership with Wallpaper*, we tasked avant-garde creative studio, Lusion, with creating an artistic expression of the creative dreaming process, experimenting with cutting-edge Generative AI software to envision the immersive 120” film. Accompanying Wallpaper*’s editorial campaign, female members collective Marguerite ensured their audience of Driven Females were the focus of the exclusive launch event – with premium DOOH and social content furthering our audience reach outside the capital.
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7
Content: Food and Drink
Company
HelloFresh
Summary
This holiday season, HelloFresh spread cheer like never before with the launch of limited-edition Buddy the Elf™ Spaghetti meal kits, inspired by the dish featured in the beloved holiday film. Known for making home cooking a fun experience, HelloFresh provided consumers—and anyone who shares Buddy’s affinity for elf culture—with everything needed to make this festive and fun dish right in the comfort of their own kitchens…silverware optional!
Designed to drive buzz (earned media coverage and social shareability) for HelloFresh, the one-of-a-kind offering was positioned as the ultimate dish for getting in the holiday spirit. With HelloFresh, consumers were able to indulge their curiosity and sweet tooth!
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Company
The Guardian
Client
Charlie Bigham's
Summary
Charlie Bigham’s came to us with a brief: could we shift the dial on consideration,deepen our audience’s understanding of their commitment to producing great quality food sustainably, and encourage Guardian foodies to take a night off from cooking?
The Guardian is the home of food lovers: 9.4m of them across the UK. It’s an audience that really cares about their food – and how it’s made. Our strategy was to create a year-long partnership “Charlie Bigham’s: a vision for better food” across our platforms to land this message, and build familiarity and a connection with this loyal foodie audience.
This included weekly adverts to build familiarity; inspiring articles in print and online to deepen Charlie Bigham’s message around sustainability and quality; targeted audio ads across our podcast network, and Lifestyle section takeovers to encourage consideration and Charlie Bigham’s sponsoring the Best New Cookbook award at the Observer Food Monthly Awards.
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Company
Twitch
Client
Hersheys
Summary
Hershey's and Twitch joined forces in celebration of International Women's Day to empower women gamers by celebrating their stories and amplifying their presence in the gaming community by creating a uniquely owned occasion leading to chocolate consumption. The initiative aimed to "make invisible women visible" on Twitch and highlighted the remarkable talents of four exceptional female streamers from the Philippines and Thailand, recognizing their gaming prowess and capabilities. Through a captivating live 2-hour broadcast, these streamers took on the "She's Got Game" challenge, showcasing their gaming skills without gender bias. Hershey's provided support by sending 20 Twitch female streamers a PR kit featuring limited edition International Women's Day chocolate bars, each celebrating a different type of "shero" from Southeast Asia. This empowered the streamers to honour inspiring women in their lives, fostering a culture of recognition and appreciation for everyday women making a difference in their communities. By leveraging Twitch's live streaming service, the initiative created a communal experience, fostering a sense of unity and solidarity among viewers. The campaign's impact extended beyond gaming, inspiring meaningful conversations about inclusivity and representation. As a testament to its success, the partnership between Hershey's and Twitch achieved a remarkable +13% increase in brand awareness and noteworthy gross sales of +8% in the Philippines and +23% in Thailand.
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Company
Sunday
Client
Ocado Retail Ltd.
Summary
As an online-only grocery retailer with no smiling staff manning bricks-and-mortar counters, Ocado has limited opportunity for customer interaction. OcadoLife magazine, requested by customers at the online checkout, acts as a powerful value-add experience.
The magazine must demonstrate increased sales and basket size, which Ocado measures against a control group of customers who do not receive the magazine. It must communicate Ocado’s value message and help overcome customer perception of high prices resulting from the retailer's partnership with Marks & Spencer.
It needs to inspire customers and keep them connected post transaction, including targeted and achievable recipes, supplier exclusives, expert features and behind-the-scenes brand stories that highlight Ocado’s unrivalled sustainability and service. Finally, it must support promotional events and Ocado buyers’ marketing targets and offer suppliers a variety of selling opportunities.
OcadoLife is a magazine that celebrates a shared passion for food. Through a combination of inspired ideas and clever commissioning, the Sunday editorial team creates a beautiful magazine with content that evolves issue by issue and incorporates Ocado campaigns in an organic way. Recipe content meets different budgets and dietary needs, as well as levels of expertise and interest in cooking.
Sunday has steered the magazine through multiple changes (of client, internal team, strategy and design) and rises with fresh energy to each challenge, keeping OcadoLife forward-thinking and fuelling the whole team’s creative energy.
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Company
D3
Client
Frito-Lay North America
Summary
From epic TV series to worldwide phenomenon, Breaking Bad is one of the most successful TV shows of all time.
Frito Lay’s PopCorners partnered with the show’s creators and talent to bring the show to life. By pooling the talent of cast and crew, we turned branded content into a global frenzy with fans delighting in the launch of a new flavor of PopCorners.
The campaign aligned the brand message and the delivery mechanism perfectly, tapping into the mega-fandom of Breaking Bad ensured massive organic coverage for the brand and the show, bringing millions of intrigued fans into contact with PopCorners.
PopCorners generated billions of earned impressions across 1,625 media placements, and was the #1 talked about brand on Reddit leading up to the Super Bowl.
We have seen our business grow along with the campaign roll out in 2023
U.S.
50% increase in Retail $ Sales vs. year ago
1 million new buyers (32% increase) vs. year ago
Canada
190% increase in Retail $ Sales vs. year ago
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Company
Billion Dollar Boy
Client
Birra Moretti (Heineken UK)
Summary
Birra Moretti, an Italian beer brand made the traditional way since 1859, wants people to ‘enjoy life’s simple pleasures’— just like the Italians do. As an Italian-based brand, the most authentic way to capture the attention of its millennial audience and drive brand relevance for its beers across the UK, was to bring Italian Living to the nation.
Insights revealed that Brits longed for a slower, more community-centric way of life, involving friends, family, good times and quality food. In other words, Brits were looking to live more like their Italian neighbours. However, Birra Moretti couldn’t just tell just people to Live Italian — they needed to excite and inspire its British audience by showing exactly how.
Birra Moretti teamed up with seven UK-based micro influencers to introduce the idea of Italian living to a UK audience with the help of AI to generate ideas on how to do so. Influencers shared relatable stories while weaving in Birra Moretti as the facilitator of their experiences.
Influencers’ aspects of Italian living reached 1.8 million millennials and racked up 48K organic engagements - smashing benchmarks and highlighting the campaign's triumph in establishing Birra Moretti as a perfect companion to making the UK just a little bit more Italian.
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Company
WireCo. X Pizza Hut X The Agency Hut
Client
Pizza Hut Australia
Summary
WE SOCIALLY HACKED AUSTRALIA’S SUPER BOWL, DELIVERING PIZZA HUT’S BIGGEST EVER SALES MONTH AND AN ROI OF 6.7.
Faced with the challenge of growing and protecting your brand, would you play it safe? Or be brave and socially hijack Australia’s biggest sporting event in real-time?
For brands, there’s something awesomely attractive, yet fierce about State of Origin; after all, it’s Australia’s Super Bowl. But for any brand brave enough to attempt a slice of the action without paying a hefty fee to the NRL, there’s scrum sized consequences (financial and reputational) for breaking their ‘ironclad’ rules.
That’s why you probably can’t name many brands who’ve tried or succeeded?
We didn’t pay a cent, but that didn’t stop The Agency Hut from daring to hack Australia's biggest sporting event in real-time, creating “On of the most successful social and retail campaign in Pizza Hut’s 50+ year history” CEO Pizza Hut, Phil Reed
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6
Content: Healthcare and Pharma
Company
Publicis Health Media
Client
Astellas
Summary
How does a condition go from being banished from polite conversation to being shouted from one of
culture’s most prominent stages? Publicis Health Media developed a robust content strategy to shift the
cultural discourse around menopause, removing stigmas to allow for greater understanding of the
prevalence and impact of the symptoms of menopause on the lives of millions of women each year. As a
result of this campaign, Vasomotor Symptoms of Menopause (VMS), more commonly known as hot
flashes and night sweats, went from the shadows to helping to inspire a commercial parody on SNL
approaching 1 MM views on YouTube, a cultural indication of its increased visibility in society.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Jan | Weinstein | Executive Vice President | Publicis Health Media |
| Jaime | Morelli | Senior Vice President | Publicis Health Media |
| Jenn | Renoe | Director, Partner Direct | Publicis Health Media |
| Tyler | Nall | GVP, Platform Strategy | Publicis Health Media |
| Sarah | Fish | Associate Director, Strategy | Publicis Health Media |
| Mike | Danforth | VP, Business Intelligence | Publicis Health Media |
| Jenna | Paff | Supervisor, Paid Social | Publicis Health Media |
Company
Flo Health
Summary
Background:
Flo Health stands as the global leader in women's health apps with 300 million downloads and 55 million monthly users. Recognized for its medical credibility, with over 120 experts, Flo offers cycle tracking, health insights, expert advice, and an anonymized community platform.
Objective:
Identifying a service gap, Flo found that 15% of its users were teenagers (13–17 years old) who lacked age-specific, high-quality content. This observation culminated in one primary objective: develop an improved “Teens” mode to better serve and educate this younger demographic.
Research and strategy:
We analyzed existing user data and carried out comprehensive teen interviews, garnering insights into their knowledge and concerns regarding periods, body-image, mood swings, preferred information sources, and more. This research underscored the importance of content areas like period management, hygiene, reproductive health, and safer sex education.
Results:
In November 2022, Flo launched the “Teens” mode MVP, including 80+ age-specific content pieces, such as Instagram-like stories addressing teen concerns, expert-led articles, and educational videos.
The results? An amazing 300% revenue spike. And incredibly, the mode now has 3.15 million monthly users.
The new mode fortifies Flo’s mission of offering inclusive, genuine, and compassionate health education. Beyond commercial success, this initiative positively impacts millions of teens — something we’re incredibly proud of.
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| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Yulyana | Karniushka | Content Lead | Flo Health |
| Katie | Young | Content Editor | Flo Health |
| Palina | Lialina | Visual Designer | Flo Health |
| Kseniya | Yurevich | Product Manager | Flo Health |
| Natalie | Healey | Senior Content Editor | Flo Health |
| Natalie | Ogneva | Product Analyst | Flo Health |
Company
Hearts & Science
Client
Enfamil
Summary
Over 3.6 million babies are born annually in the US, which means millions of parents and guardians potentially need infant formula to feed their children. But in a category with very little perceived difference between products, how do you drive preference for one brand over another?
Compounding this general category hurdle, what happens when a national baby formula shortage caused by a competitor brand throws the whole category into crisis? It’s hard enough to distinguish between formula brands in general, but even more so when a shortage means parents don’t know where to turn or whom they can trust. Against this backdrop, Enfamil pivoted its entire marketing approach to create a singular trusted masterbrand voice for three distinct formula products that parents could turn to in a time of uncertainty.
Everyday Health (EDH) is a trusted source of information on parenting-focused topics from pregnancy through children’s health and the perfect platform through which to launch the singular Enfamil voice. In partnership and through customized expert-to-parent, parent-to-parent, and community-based communications, Enfamil was able to educate parents about Enfamil’s best-in-class formula offering and provide quality assurance when crisis struck.
Enfamil’s new approach proved particularly prescient as the brand was able to pivot in a crisis with messaging that met parents where they were with reassurances that they could trust Enfamil. Through these efforts, Enfamil became parents’ favorite infant brand formula while maintaining its perch as the #1 pediatrician recommended brand.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Alexia | Polachek | Associate Director of Content & Creativity | Hearts & Science |
| Kathryn | Meier | Senior Director of Content & Creativity | Hearts & Science |
| Mara | Behar | Associate Director at Content Collective | Omnicom Media Group |
| Lauren | Hosein | Director of Digital Activation | Hearts & Science |
| Murelle | Farmer | Everyday Health | Sales Director |
| Josh | Cierski | Enfamil | Team Lead of Consumer & Medical Media |
| Kanchan | Sayers | Associate Brand Manager | Enfamil |
| Logan | Warye | Enfamil | Brand Manager |
| Candice | Sham | Director of Strategy | Hearts & Science |
| Jenna | Masseroni | Senior Director of Strategy | Hearts & Science |
| Olivia | Ghiz | Supervisor of Search | Hearts & Science |
| Mendy | Basch | Senior Director of Paid Search & SEO | Hearts & Science |
Company
Lightdrop
Client
Philips and Kokoon Technology
Summary
Launching The World's First AI Sleep Headphones: Recognizing the critical role of a good night's sleep, Philips, a global leader in technology and innovation, has unveiled its most advanced sleep solution to date – the Philips Sleep Headphones.
In collaboration with Kokoon Technology, a team of expert scientists specializing in sleep science, Philips has developed Sleep Headphones that revolutionize the way we approach rest. These remarkable earbuds are designed to help you fall asleep and stay asleep, even in the noisiest environments. With the perfect combination of comfort and advanced technology, Philips Sleep Headphones deliver a sleep experience like no other.
At Lightdrop, we crafted a powerful Kickstarter fundraising campaign to highlight the revolutionary Philips Sleep Headphones, seamlessly integrating diverse skills in storytelling, video production, VFX, product photography, design, animation, persuasive copywriting, email marketing, and social media management.
At the heart of our campaign was the intent to spotlight the Philips Sleep Headphones as a beacon of innovation. We aimed to depict it as the epitome of Philips’ longstanding tradition of technological excellence merged with Kokoon Technology's deep expertise in advanced sleep science.
In just 35 days, we rallied a global network of supporters, amassing $706k in funding from 3,582 backers. The Philips Sleep Headphones stand as the 20th most-funded Kickstarter wearable campaign, achieving its funding goal within a mere 23 minutes. Our campaign caught Kickstarter's attention, earning us the coveted 'Projects we Love' badge and prominent features on their platform.
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| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Lior | Ron | Founder & CEO | Lightdrop |
| Carly | Kaplin | Director of Content | Lightdrop |
| Niv | Ginat | Head of Design | Lightdrop |
| Shawn | Smith | Digital Operations | Lightdrop |
| Carlo | Alberto Orrechia | Video Director | Lightdrop |
| Dmytro | Bershadskyy | VFX Animator | Lightdrop |
Company
Tangerine Communications
Client
Specsavers
Summary
How do you talk about and raise awareness of audiology with an audience that is experiencing hearing loss but too embarrassed to admit it?
Music. Music was the key to creating a vital emotional connection with our audiences. 79% said they would be devasted if they could no longer listen to music.
So, Specsavers created a debut song, Lost & Found with Jools Holland, using the top 50 sounds people had lost, or found again since having hearing aids.
An instant hit, the song educated and normalized hearing loss with our audience, increasing awareness and building positive brand sentiment for Specsavers.
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| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Canada | Berryman | Creative Lead | Tangerine Communications |
| Sam | Swaffield | Creative Director | Tangerine Communications |
| Martin | Kevill | Creative Director | Tangerine Communications |
| Nat | Chatburn | Conusmer Business Director | Tangerine Communications |
| Alisha | Wood | Senior Account Director | Tangerine Communications |
Company
3manfactory
Client
LDA Research
Summary
The Rare Disease Network, by 3manfactory on behalf of LDA Research, unites individuals globally living with a rare disease (those impacting fewer than 1 in 2000).
Our campaign serves those confronting these conditions by forging a supportive community through the creation of a unique visual brand, a closed community Facebook group, targeted email communications, effective application of AI, bespoke audio/visual content, exclusive interviews and a deep, insightful podcast series featuring members of the group, sharing their experiences.
The campaign amplifies personal narratives, shares proprietary research/insight, and supports self-advocacy. Through uniting diverse voices, we are helping to eradicate feelings of isolation, nurture mutual support, and cultivate global awareness about the issues faced by people affected by rare diseases.
Such a niche audience meant that not only did this campaign demand sensitivity and visual impact, but we rooted it with deep research, augmented with GWI consumer insights to glean trends and demographical data.
Success is evident in the Rare Disease Network demographic composition, with active and engaged members genuinely affected by rare diseases, with members across Europe, US, Canada, UK, and Australia. Conditions range from exceptionally rare forms of cancer to genetic disorders and even rarer conditions like Stiff Person Syndrome and Burning Mouth Syndrome.
The Rare Disease Network work is amongst the most important many of our team will ever work on; not only for the critical role it plays in disseminating new insight to those who need it, but in the support network we’ve engineered from its inception.
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| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Tom | Stables | Creative Director | 3manfactory |
4
Content: Integrated
Company
Amplify
Client
The LEGO® Group
Summary
“What if everything you ever dreamt was real?”
This was the opening line to the brief from The LEGO® Group, as an introduction to their latest IP - LEGO® DREAMZzz.
LEGO® DREAMZzz is a ten-episode TVseries created by LEGO that follows a group of children who discover a secret that has been kept for thousands of years… dream worlds are actually REAL. They’re places where children meet up and explore worlds together every night they go to sleep.
With this series, LEGO presented dreams not just as fantasies but as destinations that children could visit, and co-create within. Ultimately, a new reality.
How could we transport their audience into a completely new world that they’d never seen before? And how could they inspire a generation of young viewers to believe their dreams can be reality?
Alongside The LEGO® Group’s internal agency, Our LEGO® Agency (OLA) we took the essence of the LEGO® DREAMZzz IP, the blurring of what’s real and what’s not and launched our campaign in the same blurry area - truly placing our audience at the heart of the IP.
Rather than treating it as a conventional media campaign, we turned every component into a storytelling canvas, building an ongoing narrative that culminated in the launch film and captured the imagination of our dreamers.
The result?
A collaborative piece of work, with a single story that blended the worlds of our young audience, with the visual world of the series - quickly transporting them into this new “reality”.
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Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Client
Sony Interactive Entertainment
Summary
Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' campaign.
Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks?
‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life.
The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period.
The results of this creative campaign were nothing short of remarkable. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating its own forecast of 18 million. That was up from 11.5 million PS5 units sold in the previous fiscal year when Sony was facing supply chain issues - which demonstrates a 66% increase.
In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.
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Unlocking Economic Opportunities: CNN and UK Department for International Trade Partnership Campaign
Company
CNN International Commercial
Client
UK Department for Business & Trade
Summary
In 2022, the UK Department for Business & Trade collaborated with CNN International Commercial to launch a multi-platform native content campaign. The primary objective of this strategic partnership was to shed light on how partnering with the United Kingdom can facilitate economic growth for Commonwealth countries and businesses. The campaign set forth multiple ambitious goals, including broadening reach, enhancing awareness, and fostering thoughtful consideration among its target audience.
The strategic approach was meticulously planned, with a focus on engaging C-suite executives, senior decision makers, and government departments across Commonwealth nations. It encompassed various components, including television campaigns, bespoke branded content creation, a digital presence on the Great Global Innovation Hub, a robust social media campaign, and an independent research study.
This campaign garnered impressive results. Television campaigns achieved remarkable reach, digital content exceeded expectations, and the Great Global Innovation Hub accumulated substantial engagement. Social media performance surpassed projections, with remarkable click-through rates on native articles and videos. The research study validated the campaign's success by revealing significant recall, enhanced audience understanding, increased positivity towards the UK as a trade partner, and a notable motivation to engage in trade activities with the UK.
In summary, this campaign successfully achieved its objectives and underscored the effectiveness of the partnership between UK Department for Business & Trade and CNN International Commercial in promoting economic growth and fostering international trade relationships. This campaign serves as a testament to the power of strategic collaboration and compelling content in achieving meaningful results on a global scale.
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Company
CI Group
Client
Proximo
Summary
The League of Darkness (TLOD) is a digital platform designed to enhance brand loyalty and engagement for Kraken Black Spiced Rum. Both consumers and independent on-trade establishments can access Kraken Rum services, news, competitions, merchandise, and early access to events. Interaction with the platform rewards users with virtual credits redeemable for merchandise.
The client's mission was to integrate TLOD into the launch of Kraken Black Cherry & Madagascan Vanilla Black Spiced Rum. The digital launch aimed to generate excitement, boost sales, and enhance the awareness and anticipation for the new product. The strategy employed multimedia elements, engaging narratives, and strategic placements to captivate the audience.
Objectives included enhancing the launch of the new product, driving traffic to TLOD, and increasing engagement. The strategy was cost-efficient, aligning actions with available resources.
The strategy involved identifying Black Cherry Cola as the new flavor's signature serve based on member preferences. The launch involved teaser messages, early access for TLOD members, engaging video content, and sales team support. The product's backstory, involving sailors and the Kraken, added intrigue.
Results were impressive: the campaign became the top-selling spirits SKU in retail for 2023, with House of Spirits selling over 3300 bottles, generating £82,000 revenue on a budget of less than £27,000. The pre-release phase had a high open rate (52%) and click-to-open rate (34%). Video content garnered significant engagement, indicating the campaign's success.
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Content: Lead Generation Strategy
1
Content: Leader of the Year
Company
SPH Content Lab
Summary
Phin Wong joined SPH Media's Content Lab, in a time when it was experiencing dwindling revenue and economic uncertainty. Despite the challenges, under Phin's leadership, Content Lab achieved an impressive 21% YoY revenue increase this FY, a significant turnaround!
Phin's approach focused on tailored, integrated campaigns for key clients. These campaigns spanned diverse platforms, languages, and formats, solving client pain points and garnering positive feedback. The team gained repeat clients and positive mindshare, making the investment worthwhile.
The custom content campaigns exceeded KPIs by 157% on average and outperformed editorial content in engagement, holding audience attention. Phin’s expertise also led the team to global recognition, securing 4 international content awards and 7 nominations, showcasing Singapore's prowess on a global stage.
He also cultivated a growth mindset, inspiring innovation among the team to stay ahead of the fast-evolving industry. In addition to conducting regular sharing sessions and workshops, he most recently spearheaded our efforts in adopting AI tools. The goal wasn’t to eliminate humans from the process – it was to fast-track the team’s understanding of working with AI, to better pivot and remain relevant in a new world. This initiative is now being rolled out to the wider unit and will continue to evolve along with the tools.
Phin's exceptional leadership was pivotal in the team’s growth, resulting in a massive revenue increase, visionary teamwork, and fostering a growth mindset for remarkable achievements.
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5
Content: Media and Entertainment
Company
Amplify
Client
The LEGO® Group
Summary
“What if everything you ever dreamt was real?”
This was the opening line to the brief from The LEGO® Group, as an introduction to their latest IP - LEGO® DREAMZzz.
LEGO® DREAMZzz is a ten-episode TVseries created by LEGO that follows a group of children who discover a secret that has been kept for thousands of years… dream worlds are actually REAL. They’re places where children meet up and explore worlds together every night they go to sleep.
With this series, LEGO presented dreams not just as fantasies but as destinations that children could visit, and co-create within. Ultimately, a new reality.
How could we transport their audience into a completely new world that they’d never seen before? And how could they inspire a generation of young viewers to believe their dreams can be reality?
Alongside The LEGO® Group’s internal agency, Our LEGO® Agency (OLA) we took the essence of the LEGO® DREAMZzz IP, the blurring of what’s real and what’s not and launched our campaign in the same blurry area - truly placing our audience at the heart of the IP.
Rather than treating it as a conventional media campaign, we turned every component into a storytelling canvas, building an ongoing narrative that culminated in the launch film and captured the imagination of our dreamers.
The result?
A collaborative piece of work, with a single story that blended the worlds of our young audience, with the visual world of the series - quickly transporting them into this new “reality”.
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Company
20ten
Client
PLAION
Summary
Navigating the high-stakes world of AAA video game launches, Dead Island 2 presented a unique challenge. After eight years in 'development hell', the game's narrative had been shaped by speculation and anticipation. Our role was to steer this narrative, harnessing the power of content to redefine Dead Island 2 in the media and entertainment space.
Approached by developer PLAION in 2022, our objectives were clear-cut: generate buzz, captivate the press and consumers, and (a personal goal for us!) achieve a landmark of over a million copies sold in the first weekend. Our strategy was rooted in understanding the evolution of the zombie survival genre, leading to the 'Generation Zombie' campaign theme. We honoured Dead Island's legacy, crafting an immersive content experience that blended brutal combat with the game's distinctive humour and pulpy design. Collaborations with content creators, meticulous attention to detail, and a promotional strategy that spanned teaser reels to immersive experiences were pivotal to our approach.
The outcome? A staggering 2.3 million impressions, content that resonated deeply with 1.27 million viewers, and Dead Island 2's triumphant sale of over a million copies in its opening weekend. Our content-centric approach successfully revived and positioned Dead Island 2 as a leader in the gaming and entertainment arena.
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Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Client
Sony Interactive Entertainment
Summary
Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' campaign.
Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks?
‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life.
The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period.
The results of this creative campaign were nothing short of remarkable. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating its own forecast of 18 million. That was up from 11.5 million PS5 units sold in the previous fiscal year when Sony was facing supply chain issues - which demonstrates a 66% increase.
In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.
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Company
Eurofighter Jagdflugzeug GmbH
Summary
This campaign, by Eurofighter Jagdflugzeug GmbH, showcases the Eurofighter Typhoon Aircraft's significance and commitment to securing skies while engaging a younger audience.
The campaign's aim was threefold: to inform, educate, and entertain by sharing the stories of individuals involved with the Eurofighter Typhoon. Leveraging social media, particularly YouTube, the campaign targeted the 15-34 age group with compelling storytelling that addressed exciting and interesting content. Data-driven insights from various platforms enabled tailored content and strategic engagement. The campaign fostered a sense of community, resonating well with viewers.
Measurable successes include remarkable subscriber growth, views, watch time, and impressions. The subscriber count increased by 23.14% in the four months after the campaign launch, as compared to 2.8% before. The campaign's content garnered over 36,722 views and 1,400 hours of watch time. Impressions across social media totalled 283,100, indicating widespread reach.
Notably, 38.7% of total views came from the 18-34 age group. The campaign's intangible success is evident in stakeholder feedback, which commends the buzz it created and its positive impact on the Eurofighter brand.
The campaign's significance extends beyond immediate results. It acts as a catalyst for future enthusiasm, recruitment, and employee retention. By bridging generational gaps and fostering meaningful conversations, "The Fighter Show" campaign exemplifies social media's power to inform, educate, and engage.
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Company
Drum OMG
Client
Go.Compare
Summary
Where do you draw the line between ‘advertising brand mascot’ and ‘cultural icon’? By deliberately blurring that line, we created a campaign that delivered significant business outcomes for a brand which operates in a tightly contested, highly commoditised but incredibly undifferentiated sector: insurance price comparison.
Partnering Go.Compare’s divisive but iconic character Gio Compario with The Voice UK, one of the biggest music entertainment properties on the planet, set the brand on a path which has already saved 8% on their SEM budget and many millions more over the years to come.
‘The Voice of Choice’ campaign aped the style of the well-known TV format and saw Gio and Wynne conduct their own talent search - to find Go.Compare’s ‘Dot’ - a third tenor who would star alongside them on stage during the show’s final. The prize on offer for this emerging musical talent? The once-in-a-lifetime opportunity to sing the ‘DOT!’ in a new jingle promoting the brand’s new URL.
Eighteen 10” & 15” films were broadcast alongside the TV show. Shot on a modified The Voice UK set, tailored to mimic the show’s schedule - from auditions to coach mentoring and the final itself. Singing dogs, magicians and everything in-between helped develop the story arc at each stage and keep an avid audience entertained without fatigue.
A 3 minute branded mockumentary “The Wynners Story”, told the full story of “The Voice of Choice” for those not watching along on TV.
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1
Content: Multi-Year Campaign
Company
Hearts & Science
Client
AT&T
Summary
The effects of not adopting the latest technology can be catastrophic for businesses. With little real understanding of the power of 5G and the ways it can uplevel business, business and tech decision makers are left in the dust.
Since the broader landscape began hyping up 5G, tons of chatter have persisted in the market. Yet, tangible proof points and clarification of its real potential for businesses were still weak in 2019. To really help business leaders, AT&T needed to literally show them what 5G could do.
To demonstrate the sheer importance, value, and capabilities of 5G for business, AT&T engaged The Washington Post in a never-been-done-before partnership in terms of scale, collaboration, immersion and more - forging a path for more meaningful and impactful B2B work. The Post outfitted their newsroom with AT&T 5G to enable them to become a living use case for the technology AT&T sought to educate its audience on.
Going beyond traditional B2B tactics, this collaboration pushed boundaries – benefiting both AT&T and The Washington Post immensely as well as influencing real-world change. AT&T connectivity and the Post’s journalistic gravitas together created living use cases for how 5G can enhance and transform operations, reporting, communications, output and beyond, resulting in more engaged readers and more inspired and informed business leaders.
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4
Content: Not-For-Profit, Charity and Government
Company
MG OMD & OMD
Client
Home Office
Summary
Many types of violence against women and girls (VAWG) have become so normalised in British society that they often go unchallenged. Women are taught from an early age to adapt their behaviour, but rather than putting the onus on potential victims, our campaign spoke to the male audience, tackling the problem at its roots.
A message like this from the government is easily ignored, so we utilised the power and credibility of relatable messengers, producing thought provoking content to reach our audience in an authentic, yet unmissable way.
We created bespoke content with C4, Joe Media and FootballCo, seeding this out through their digital and social platforms, and within contextually relevant TV programming, bringing to life the issue and giving guidance on how to intervene when friends step out of line. This enabled us to capture the public and media’s attention, convincing a significant proportion of men with problematic views that these behaviours are never ok, empowering bystanders to intervene, and helping women understand that harassment and violence is never their fault.
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Company
Sunday
Client
The Institute of Chartered Accountants in England and Wales (ICAEW)
Summary
Our New Boardroom Agenda campaign for ICAEW looks at why the demand for more engaged boards has never been greater and how the role of board members is changing in response.
ICAEW wanted the campaign to communicate the strong role of the accounting profession in improving corporate governance and how boards need to evolve to meet modern-day challenges and stakeholder expectations.
Our key objectives for the campaign were:
- Position ICAEW as advocates of good Corporate Governance
- Demonstrate ICAEW support for ‘UK plc’ and the institute’s commitment to supporting the long-term health of all businesses for the good of the economy
- Engage members, particularly Corporate Governance Community members, with innovative thinking and practical advice, reenergising the community and providing support to help them make real and positive change in their organisations
- Build membership of the Corporate Governance community
The campaign content included profile interviews, podcasts and a series of articles, as well as a set of in-depth
practical guides to help boards make the right decisions for the long-term.
By the end of the campaign there were 6,278 registered members of the corporate governance community, an
increase of 4,310 (or 219%) on the previous year.
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Company
CLICKON
Client
Special Olympics
Summary
The collaboration between CLICKON and Special Olympics has yielded impactful content aimed at raising awareness and fostering growth. Special Olympics' global mission of promoting inclusivity aligns seamlessly with our approach. Our content strategy revolves around amplifying the inspirational narratives of individuals benefiting from Special Olympics' endeavors. An exemplar series, Unified Talks, stands as a testament to this synergy. Designed by and for the Unified Generation, it features inclusive youth leaders nationwide delving into themes integral to Special Olympics Unified Champion Schools®. Noteworthy among these episodes is 'Perspectives,' filmed in Anchorage, Alaska, where Niobe and Maddy, students of Service High School, explore the concept of perspective. This episode underscores the role of perspectives in shaping thoughts and beliefs, highlighting how embracing diverse viewpoints fosters inclusive friendships, teamwork, and leadership. This collaborative initiative champions empathy and understanding through shared experiences.
The Unified Talks series lives both on generationunified.org for public consumption but also serves as the video anchor for bi-monthly lesson plans within the website’s Classroom. For free, teachers across the country can access this content to further group discussion surrounding inclusion in their classrooms.
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Company
Streamlabs
Summary
From September 2022 to August 2023, Streamlabs Charity successfully raised $2,020,044 for causes like Make-A-Wish, Hands Away, Esclerosis Múltiple España, and more, spanning regions such as France, Spain, and the US. Streamlabs Charity, which began its journey in 2023, has collectively raised almost $35 million, partnering with numerous charitable organizations.
In 2023, Streamlabs introduced a charity integration across popular streaming platforms like Twitch, YouTube Gaming, and Facebook Gaming, enabling content creators to easily link their Streamlabs accounts to support charitable causes. Viewers donate directly through Streamlabs widgets or provided links during live streams, with real-time tracking of contributions and preset fundraising goals. Special overlays and alerts were provided to engage viewers and encourage donations.
This initiative has not only united the global streaming community but also significantly impacted philanthropy, fostering a culture of giving within the platform.
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4
Content: Retail
Company
Viral Nation Inc.
Client
7-Eleven Canada
Summary
7-Eleven Canada, notable convenience store chain, approached Viral Nation to develop a new, summer focused social media campaign to position them as this summer’s top choice for Gen-Z customers seeking food and snack options, positioning 7-Eleven as the go-to destination for taking the party on the road.
Whether it’s a road trip out west, a pool party with friends or a mid-afternoon siesta, the swangy, the spicy, the swarty can fuel your party. Our focus was creating a 360 summer campaign that is in tune with Gen Z’s need for convenience, spontaneity and creating memories with friends by positioning 7-Eleven as the key player that lets Gen Z take the party anywhere with them this summer. Through a series of short-form videos and social media content targeted to appeal towards the Gen Z audience, we established 7-Eleven as the ultimate destination for a ‘slurptacular’ experience to satisfy food and beverage cravings, driving consumers in-store, or to the delivery app, all summer long, truly proving that it really is “Summer, 24-Sev.”
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Company
The Guardian
Client
eBay
Summary
People think of eBay as the original secondhand marketplace, but they don’t always think of it when it comes to their homes and gardens. So eBay came to us: could we raise awareness about their huge range of new, refurbished and preloved home and garden items and position them as the home of inspirational interiors? Our insight: taking eBay and the Guardian on a playful mission would help the UK leave behind “mid-century millennial” ennui and endless greige walls. In a fully shoppable campaign, we allowed readers to dive in to eBay’s unique treasure trove, while breaking down interior design into five key elements: space, colour, texture, light and art. We knew that to help readers leave behind their homogenous Scandi sensibilities, we needed a fresh new format that was having its own cultural renaissance: the newsletter. So we launched a brand new newsletter called House to Home, with fully integrated messaging from eBay. Elsewhere we ran expert guides to transforming space, plus real-life homes fully kitted out with eBay goods. We created interior specials in our influential Saturday magazine, online and as bold Instagram stories, with each article featuring a diverse range of influencers at home. Shoppable “get the look” sections featured QR codes taking people straight to eBay’s Home and Garden section.
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Company
Zút Media Ltd
Client
Liverpool Football Club
Summary
The Liverpool FC third kit 2022-23 launch was a commercial launch campaign to support the release of that season’s third kit across the club’s social channels in September 2022.
The highly successful campaign was made possible by close collaboration between Zút, as creative agency and media production company; the commercial team at Liverpool FC Retail and the Club’s in-house marketing and social media team; in addition to a number of fans who worked with us to create the special touches that made the campaign a success.
Designed to appeal to the diverse cross-section of Liverpool FC supporters locally, nationally and globally of all ages and genders, we had to craft something that would speak to the Liverpool fan that attends every game, those who watch at home every week and the fans that support from afar in the US, Asia and beyond.
This eye-catching campaign, encompassing video and photography, combined arresting imagery, visual storytelling and an affective, powerful music track that made the project feel less like a product launch, and more like a nonfiction piece.
When the campaign video launched across global social channels, it achieved 19.5 million organic impressions and 13 million organic views worldwide within 4 weeks of launch, making it the Club’s most-watched kit launch video to date.
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Company
Ogilvy UK
Client
Argos
Summary
Make Yourself, at Home content delivered significant shifts in perception
• +4pt lift in brand favourability
• +3.1pt lift in perception that “Argos gives me idea and inspiration to find what I’m looking for”
• +7pt lift in perception that “Argos sells high quality home and furniture products”
Head-turning ROI
MMM data shows that Make Yourself, at Home generated £77 of revenue for every £1 spent.
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6
Content: Social Influencers
Company
MullenLowe Lintas Indonesia
Client
CLEAR Shampoo (PT Unilever Indonesia Tbk)
Summary
CLEAR Shampoo partnered with TinyTAN, the animated counterparts of BTS, to create a limited edition line of shampoo bottles. The campaign was a huge success, exceeding sales expectations by 133% and engaging over 72 million Gen Z consumers. The campaign was executed through a comprehensive 360-degree approach, including television, digital, and offline activations. The campaign was well-received by fans, who appreciated the limited edition packaging and the opportunity to collect all seven bottles.
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Company
Whalar
Client
INCH'S CIDER
Summary
Inch’s Cider is a British cider that’s perfectly crisp because they go the extra Inch in all they do.
And this summer we needed to drive awareness of Inch’s Cider, the drink’s great taste (especially with lemon) and their green credentials.
We would build on the success of their current platform of ‘Going the Extra Inch’ and bring it to the target audience of 18-34 year old alcohol drinkers, city folks.
Inch’s fresh & fun summer aesthetic could be perfectly poured into the platform where our audience spent the most time with their friends: Instagram.
The four passion points for the summer that we’d inject into our content were identified as: Food, Nature, Sustainability and Spoken Word.
We worked with ten UK creators to craft energetic, fun, feel good and summer themed content.
They embraced the creative idea and showed how they went the EXTRA INCH in their passions and for their friends and even strangers.
To punctuate Inch’s sustainability and partnership with MOB Kitchen, we hosted a unique experience: ‘The Local’ - a pop up pub where all ingredients were sourced within a 40 mile radius.
Our fantastic results were a result of a well-executed strategy and perfect match of the right creators and content style.
For going the Extra Inch with creators we attained the highest value growth of any cider in the UK (source: Nielsen/ CGA YTD data July 2023).
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Company
Twitch
Client
Hersheys
Summary
Hershey's and Twitch joined forces in celebration of International Women's Day to empower women gamers by celebrating their stories and amplifying their presence in the gaming community by creating a uniquely owned occasion leading to chocolate consumption. The initiative aimed to "make invisible women visible" on Twitch and highlighted the remarkable talents of four exceptional female streamers from the Philippines and Thailand, recognizing their gaming prowess and capabilities. Through a captivating live 2-hour broadcast, these streamers took on the "She's Got Game" challenge, showcasing their gaming skills without gender bias. Hershey's provided support by sending 20 Twitch female streamers a PR kit featuring limited edition International Women's Day chocolate bars, each celebrating a different type of "shero" from Southeast Asia. This empowered the streamers to honour inspiring women in their lives, fostering a culture of recognition and appreciation for everyday women making a difference in their communities. By leveraging Twitch's live streaming service, the initiative created a communal experience, fostering a sense of unity and solidarity among viewers. The campaign's impact extended beyond gaming, inspiring meaningful conversations about inclusivity and representation. As a testament to its success, the partnership between Hershey's and Twitch achieved a remarkable +13% increase in brand awareness and noteworthy gross sales of +8% in the Philippines and +23% in Thailand.
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Company
KING CREATIVE MEDIA
Client
LENOVO ANZ
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Company
Whalar
Client
Oatly
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!
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Company
Hearts & Science
Client
Cricket
Summary
Prepaid wireless service provider Cricket Wireless (Cricket) had room to grow in the number of Black and Hispanic consumers considering and purchasing its services.
Cricket partnered with Enthusiast Gaming, the largest network of communities for gamers and esports fans in North America. By doing so, Cricket aimed to spotlight female gamer-creators, amplifying their authentic voices and providing an opportunity to support their local communities. Together, they created the “Where I Came From” docu—style series that featured rising female gamer-creators Ninjayla and Krystalogy. Cricket planned donations of $5K to local community organizations in each creator’s hometown to help pay it forward.
The series was captured in two, 12-minute videos shared on the creators’ YouTube channels. To amplify the series, creators produced posts on Instagram and TikTok, with additional short-form vertical videos on Enthusiast Gaming’s TikTok channel.
By seeking out happiness and creating in their communities, the docu-series shows how the gamers were able to inspire their audiences and close friends—in the case of Ninjayla, one of her close friends even tearfully explains how their online community and her friendship with Ninjayla ‘really saved [her] life’.
By sharing an authentic look at how these icons grew, persevered, and found success the documentaries are filled with tips and tricks to help aspiring gamers move forward—such as always putting positivity into the world, building channels towards a clear goal, and reinvesting early profits.
The content massively outperformed all expected metrics and captivated the hearts of core audiences along the way.
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8
Content: Social Media
33m video views? 1,400% increase in community? TikTok that doesn’t suck? It’s all about Chupa Chups…
Company
McCann Birmingham PR & Social
Client
Chupa Chups UK
Summary
The McCann and Chupa Chups partnership is built on an ongoing test and learn approach to evolve and adapt to the everchanging social media landscape.
Our ongoing objective with Chupa Chups is to increase brand awareness and become THE sweet brand to choose amongst their now Gen Z target audience (18+). This has meant that over the last few years our channel roles have evolved to remain relevant – an approach that has led to a level of video time watched that is the equivalent of watching all 10 series of Friends 806 times in the first 7 months of 2023 …
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Company
Orci
Client
Honda
Summary
Honda Stage is a social-first music discovery program, providing a platform for diverse emerging artists to deeply connect with young, culturally attuned music enthusiasts. With a focus on authentic curation, this content series shares music and stories by artists while engaging new fans through inspiring stories of their personal journeys. Now in its 9th year, the objective of Honda Stage is to protect its relevance and stay connected and engaged with a key customer segment: first-time car buyers. Between September 2022 and August 2023 Honda Stage surpassed benchmarks by 158% with 71.2M views in 2022 versus 58.1M views in the previous year, a nearly 20% increase. In addition to conquering our view goals, we were able to keep consumers engaged with an overall engagement rate of 1.6%. From a consumer attitudinal standpoint, Honda Stage blew the competition out of the water, growing brand favorability by 88% and surpassing music industry benchmarks by 28 points (benchmark is 11 points). Recognition of the Honda Stage program also rose to 59%, a 30% increase compared to last year.
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Company
Reach Agency
Client
Hulu
Summary
Hulu has never been afraid to do things a bit differently. So, when it came to promoting the 2nd season of their Emmy-nominated, #1 hit comedy Only Murders in the Building, they wanted to do something unprecedented. The big idea? Promote their #1 hit comedy in the longest and least funny way possible.
With so much momentum and love coming out of Season 1, it was important to keep the massive fanbase interested, engaged and hungry for more. Most of all, we wanted to honor fans with a rewarding experience they’d want to be a part of.
Instead of creating a traditional ‘trailer’ or short-form content piece meant to tease the audience, we did the opposite. We promoted it in the longest and in what appeared to be the most uneventful way possible; an ASMR-inspired, immersive video campaign called “The Arconia Ambient Room Series.” But what seemed like simple rooms soon revealed so much more.
Hidden within each 60 minute video were visual and audio clues that our fan detectives uncovered and went crazy for. By virtually placing viewers into the rooms of the beloved main characters Mabel, Oliver, and Charles, we allowed fans to act like their favorite characters, uncovering clues and working together to solve mysteries related to the show
YouTube audiences spent a whopping 15-17 minutes in each Ambient Room; nearly half the length of an actual show episode and 42x the average watch time of an ad on the platform!
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Company
Wiley Edge/The 10 Group
Client
Wiley Edge
Summary
Wiley Edge is a talent and reskill training partner for public and private organizations across the globe. Through their academy offering, Wiley Edge provide graduates training opportunities to develop new skills, build confidence, reach their full potential and build successful careers.
The 10 Group was tasked with positioning Wiley Edge at the top of graduates’ minds when considering where to search for employment post-graduation. With a budget of $73,000 and a focus on three key markets (UK, USA & Canada), the ‘Next Level’ social media campaign was born. The target audience sits within the gen-z cohort, specifically final year university students approaching graduation.
To gauge the attention of this grouping, we needed to find a way to bring a new look and feel to Wiley’s online brand and content. The campaign tapped into gamified content and short form video. We did this by focusing on short-form video content, animated gifs and carousals, all with the goal to get students to apply to Wiley Edge.
Overall, the campaign was a massive success. We aimed to create 300 conversions per market, and we ended up recruiting over 1,600 graduates. This was nearly double the amount that was originally converted in the ‘Go The Distance’ campaign.
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Company
The Kitchen
Client
The Kraft Heinz Company (Oscar Mayer)
Summary
Every year, the Oscar Mayer Wienermobile team gets tons of requests from students asking to get a ride to prom in the Wienermobile. But last year, teens took to TikTok and the topic started trending in the middle of prom season!
We rushed to create #OscarTakeMeToProm — an agile social UGC contest to give one lucky student plus three friends a chance to win a ride to their prom in the Wienermobile.
We launched our contest with scrappy, TikTok-teen friendly content that asked fans to post a video telling us why they want to arrive at the prom in the Wienermobile using #OscarTakeMeToProm.
We also leveraged the official Oscar Mayer Hotdoggers — our group of young brand ambassadors who drive the iconic Wienermobiles — as content creators to communicate the contest rules in exciting ways and inspire creative submissions from students.
In only 2 weeks of identifying the opportunity and with only $5,000 production dollars we launched #OscarTakeMeToProm — our social promposal contest. The contest was promoted entirely on TikTok and Instagram utilizing only 2.3% of the brand’s media budget.
RESULTS
- Over 20 million views of #OscarTakeMetoProm content on TikTok.
- A +65% increase in reach on Instagram
Our reactive, low-budget strategy also had a huge halo effect, with:
- 260 Earned media placements
- 310M earned media impressions
- 442M total engagements
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Company
PepsiCo’s In-House Content Studio
Client
Pepsi
Summary
Pepsi invited fans to give Santa’s milk and cookies an upgrade with a surprising twist: “Pilk” (Pepsi + milk) and Cookies. We teamed up with two of the biggest stars of the holidays — Lindsay Lohan and Santa Claus — to give consumers a new, delicious way to unapologetically enjoy the festive season. Overall, our aim was to drive saliency during a key holiday occasion, instigate moments of unapologetic enjoyment and win mindshare during a competitor’s biggest stronghold holiday. Social media was an integral part in properly introducing the world to PILK. As a result, Pepsi generated 500MM+ social impressions across TikTok, Instagram, Facebook and Twitter. Thanks to the rise of the “dirty soda” trend on TikTok, consumers couldn’t get enough of the #PilkandCookies Holiday Challenge. Whether they were clamoring to be on the naughty or nice list, fans had plenty to say about Pepsi’s take on the holiday staple — so much so that #Pilk became a Top 25 trending topic on Twitter.
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Company
D3
Client
Frito-Lay North America
Summary
From epic TV series to worldwide phenomenon, Breaking Bad is one of the most successful TV shows of all time.
Frito Lay’s PopCorners partnered with the show’s creators and talent to bring the show to life. By pooling the talent of cast and crew, we turned branded content into a global frenzy with fans delighting in the launch of a new flavor of PopCorners.
The campaign aligned the brand message and the delivery mechanism perfectly, tapping into the mega-fandom of Breaking Bad ensured massive organic coverage for the brand and the show, bringing millions of intrigued fans into contact with PopCorners.
PopCorners generated billions of earned impressions across 1,625 media placements, and was the #1 talked about brand on Reddit leading up to the Super Bowl.
We have seen our business grow along with the campaign roll out in 2023
U.S.
50% increase in Retail $ Sales vs. year ago
1 million new buyers (32% increase) vs. year ago
Canada
190% increase in Retail $ Sales vs. year ago
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Company
Playmaker Films
Client
Clarks
Summary
Playmaker Films was tasked with creating a supporting TikTok campaign to win the attention, consideration and affection of Millennial parents - whose children are likely to be commencing a new primary school year in September 2023. The brief was to create something playful and humorous to live on TikTok, Instagram and YouTube, with an authentic, organic feel and bundles of ‘old school’ nostalgia inspired by kids being kids. As part of the campaign, Clarks wanted to expose its new ‘Goal’ kids shoe to prospective customers.
Stylistically, Playmaker opted for a comedic style popular with millennial audiences: a dry, stilted comedy of reactions, fuelled by numbing awkwardness and bumbling, try-hard authority figures, echoing the style of early 2000-2010s comedy classics like People Just do Nothing and This Country. A mockumentary style with first-person narration cues offered a natural platform for straight-faced surprises and misunderstandings, founded on understated, self-mocking performances.
The videos followed Raheem Sterling as he takes a trip back to school, encountering a series of different scenarios - from music and PE, to breaktime and the classic ‘school photo day’. The comedic twist being that, where Raheem assumed he’d be the most popular guy on campus, he soon finds out that kids can be rather difficult to please…
After the first week of the campaign, Clarks has experienced an extraordinary Social post engagement rate of 6.6% on the main campaign video, driving over 10,000 campaign website visits and a sales uplift of 165%.
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4
Content: Travel, Leisure and Sport
Company
WanderLab (Tripadvisor's In-House Studio)
Client
Abu Dhabi Department Of Culture And Tourism
Summary
Once the international travel restrictions caused by the COVID-19 pandemic were lifted, Tripadvisor's in-house studio, Wanderlab, sought to redefine travel advertising and help the 70% of people wanting to visit new places find the destinations of their dreams.
Introducing 'The Wanderer' - an innovative, original creative franchise that aimed to get audiences to trust Tripadvisor to provide them with rich, on-the-ground and authentic travel experiences…and get people traveling again.
At its heart was the first-ever travel branded content series (‘The Wanderer’) on Amazon Prime, reaching 200 million members across 119 markets.
We collaborated with the ‘Abu Dhabi Department of Culture and Tourism' as our launch partner, featuring diverse strategies and collaborations to highlight the allure of the Emirate.
The TV show, hosted by real-life traveller, Cam Mackintosh, focussed on Abu Dhabi’s ‘Charm of Tradition’ and ‘Thrill of Adventure’.
A supporting multimedia campaign, including digital advertising and social media, introduced innovative elements to the promotion, driving traffic and interest in the destination.
Supported by extensive online coverage, the campaign garnered 120 million impressions, 528,000 clicks, and significant audience engagement on Tripadvisor.
Our TV show resulted in a remarkable 16,500 episode views - more than 3,150 streaming hours.
Specific initiatives, such as the Destination Sponsorship page and the Curated Trips, received an incredible number of visits, and a custom competition saw 46,000 entries from travel enthusiasts worldwide.
Exceeding all targets and setting a new industry benchmark, 'The Wanderer' signaled the future of travel advertising while showcasing the stunning offerings of Abu Dhabi.
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Company
McCann
Client
Mastercard
Summary
Between September 2022 and August 2023, Mastercard, a prominent sponsor of the UEFA Champions League, embarked on a strategic mission to strengthen its bond with football enthusiasts in key markets such as the UK, France, Germany, and Spain. Their central objective was to harness the power of video and film content to promote awareness of the new mascot uniform kit while turning a routine meet-and-greet into an extraordinary and unforgettable experience. The heart of this initiative lay in the "Team of Leos" campaign, a brilliantly executed homage to Lionel Messi's unparalleled legacy.
Mastercard's A Team of Leos campaign skillfully celebrated Messi's iconic status, effectively captivating the passion of football fans across these vital European markets. Examining two decades of data, we observed a notable increase in the popularity of kids named "Leo." We departed on a mission to connect with parents who chose this name in honor of the football star, Lionel Messi. Through interviews with these parents, we not only introduced the children named Leo to their idol but also revealed to Messi the profound impact his name has had on people worldwide.
Through this initiative, Mastercard successfully forged deeper connections with football aficionados, underlining its role as a dedicated supporter of the beautiful game. By integrating their sponsorship with creative storytelling, they elevated their brand presence, resonating with their audience on an emotional level. This campaign exemplified the potential of combining sports sponsorship with innovative content marketing, showcasing how Mastercard's commitment to crafting priceless experience.
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Company
BBC StoryWorks
Client
Abu Dhabi Tourism
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Company
Footballco & Fuse
Client
Enterprise Rent-A-Car
Summary
Tasked with activating UEFA Europa League and Europa Conference League partner, Enterprise Rent-A-Car's 2022/23 season campaign to drive sponsorship awareness, we created ‘All Roads Lead to Thursday’, following fans from across Europe in the build up to a UEL/UECL night.
Partnering with Sir Steve McQueen’s production agency Lammas Park, Footballco and Fuse filmed across London, Paris, Berlin, Amsterdam, Rotterdam and Seville uncovering stories such as street footballer, charity founder and Ajax fan, Rocky and Mark 'the Rib Man', a west end street food vender who sells ribs near London stadium before heading in to watch his beloved West Ham.
The content showcased the everyday missions fans go through to be able to support their team on a Thursday night, and how Enterprise vehicles can facilitate them. Working with Lammas Park, a production house you wouldn’t typically see in the football sponsorship world, and Director Jade Ang Jackman, allowed us to bring a new dimension to football fan storytelling. Content exceeded all performance metrics, generating over 10m video views and a Nielsen report finding those who had viewed the content ranked an average of 8% higher on sponsorship awareness.
“It's been another exciting UEFA Europa League and UEFA Europa Conference League season which is perfectly encapsulated in this fan-led, branded content series by our valued partner Enterprise Rent-A-Car. We are delighted to support this best in class campaign.” Guillaume Sabran, Head of Sponsorship, UEFA.
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Content: User-Generated Content
7
Content: Video and Film
Company
McCann
Client
Mastercard
Summary
Between September 2022 and August 2023, Mastercard, a prominent sponsor of the UEFA Champions League, embarked on a strategic mission to strengthen its bond with football enthusiasts in key markets such as the UK, France, Germany, and Spain. Their central objective was to harness the power of video and film content to promote awareness of the new mascot uniform kit while turning a routine meet-and-greet into an extraordinary and unforgettable experience. The heart of this initiative lay in the "Team of Leos" campaign, a brilliantly executed homage to Lionel Messi's unparalleled legacy.
Mastercard's A Team of Leos campaign skillfully celebrated Messi's iconic status, effectively captivating the passion of football fans across these vital European markets. Examining two decades of data, we observed a notable increase in the popularity of kids named "Leo." We departed on a mission to connect with parents who chose this name in honor of the football star, Lionel Messi. Through interviews with these parents, we not only introduced the children named Leo to their idol but also revealed to Messi the profound impact his name has had on people worldwide.
Through this initiative, Mastercard successfully forged deeper connections with football aficionados, underlining its role as a dedicated supporter of the beautiful game. By integrating their sponsorship with creative storytelling, they elevated their brand presence, resonating with their audience on an emotional level. This campaign exemplified the potential of combining sports sponsorship with innovative content marketing, showcasing how Mastercard's commitment to crafting priceless experience.
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Company
Tangerine Communications
Client
Specsavers
Summary
How do you drive fame for a brand that’s already famous? How do you turn the iconic ‘should’ve gone to Specsavers’ strapline often associated with mishaps and blunders, in to something positive that builds trust and likeability amongst target audiences?
You sponsor the team that ‘Should’ve gone to Specsavers’ and show the nation, just what can be achieved when you have Specsavers backing you!
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Company
Growe
Client
Parimatch Sports
Summary
Parimatch Sports is a high-quality sportswear producer for both professional and casual sports lovers. We create pro-on-field kits for cricket and football teams and a comprehensive range of everyday workout clothes for fans. Parimatch Sports is inspired by the World’s top athletes and designed to equip every brave soul on their winning track. The IPL is like a special daily holiday. No matter which team wins, it feels like a victory because they're all Indian teams. So, for every Indian, it's a reason to celebrate every single day. Main Concept of the Video Since this festival is a big deal in the country, it involves people of all ages. Understanding this, we decided to show how regular Indians from different backgrounds enjoy it—whether in a café, at a market, or on a bus. Our branding was everywhere, fitting seamlessly into all sorts of places. In our captivating video, people from all walks of life, spanning generations, gathered like a big, happy family. Decked out in trendy Parimatch Sports outfits, their excitement was contagious. The spotlight was on the celebrations around IPL and how Parimatch Sports add value to it by making everyone feel like a winner. The results Our campaign wasn't just about a film; it was a complete experience. We took a comprehensive 360-degree approach to ensure our message reached every corner. We introduced pre-roll ads in cinemas, captivating branded TV advertisements, and a digital presence. The outcome? An astounding reach of 692.25 million views and 101 292
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Company
BBC StoryWorks
Client
Leaps by Bayer
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Company
Bader Rutter
Client
Tempo
Summary
TEMPO is a professional women’s organization with a 45-year history. They were seeking to refresh its visual brand and messaging to reflect its goals for the future and bring together multiple regional chapters. Most importantly, TEMPO sought to grow their membership while staying true to their mission to further the impact of women leaders. Every element of the TEMPO brand was refreshed — but that was just the beginning for this campaign. Through the research and creative development, a larger story emerged. And so what began as a rebrand expanded to include a documentary film, Direct Positive — featuring the tintype photography work of local artist Margaret Muza. During two days of portraits and intense interviews with TEMPO members, the film explores what it takes for women to lead in their careers and their communities and why it’s so important for more women to lead today.
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Direct Positive Main Image.pdf
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Company
PepsiCo’s In-House Content Studio
Client
Pepsi
Summary
During brand Pepsi’s 10th and final year as title sponsor for the Pepsi Super Bowl Halftime Show, hip hop took center stage for the first time in the show’s history. To extend brand equity beyond the 12-minute performance while celebrating the diverse talent both in front of and behind the camera, we produced THE SHOW: California Love, Behind the Scenes of the Pepsi Super Bowl Halftime Show.
The 90-minute documentary premiered on December 23, 2022 on SHOWTIME, giving audiences a closer look into the creative journey behind The Pepsi Super Bowl LVI Halftime Show featuring music legends Dr. Dre, Eminem, Snoop Dogg, Mary J. Blige, Kendrick Lamar and 50 Cent.
California Love gives viewers a unique look at the all-star team of creatives working tirelessly to pull together a performance for the ages - from musicians, choreographers, set designers and more. The journey encompasses the first steps of creating a memorable moment in time, chronicling the impressive Emmy award-winning production that redefined the Halftime Show on the world’s biggest stage.
This documentary, directed by Emmy nominee Erik Parker, follows the first installment of The Show that shared an exclusive behind-the-scenes look at the 2021 Super Bowl Halftime Show featuring The Weeknd, and was a finalist at the Tribeca X Awards.
Pivoting from sponsor to producer, the release of this long-form original programming helped brand Pepsi further establish itself as a credible producer of branded entertainment.
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Company
Ugly for a Reason - Birkenstock & New York Times Advertising
Client
Birkenstock
Summary
Our feet are the most used and abused part of the human body. These intricate extremities account for over a quarter of all the bones in our body, yet we tend to neglect them.
Despite inventing the “fussbett” (or footbed, a milestone in podiatry and the foundation of all modern footwear), Birkenstock is often perceived as a shoe company rather than a foot health company — something it wanted to change. "Ugly for a Reason" is Birkenstock's first-ever global brand campaign that tackles the importance of foot health by bringing it into the forefront of public consciousness and revealing the critical role Birkenstock plays in maintaining it.
Through a three-part video series, print ad cover wraps, audio spots, digital ad takeovers and social extensions, the campaign educated audiences on the importance of footwear in maintaining foot health. Ads with images of feet were placed across every corner of The New York Times, making the topic of foot health unignorable. Grounded in Birkenstock’s ethos that form follows function, the ad campaign demonstrated how its footwear is designed for a higher purpose - to complement human anatomy. With striking visuals and insights from distinguished scientists, orthopedic experts and historians, the investigative video series episodes explored the importance of feet in human evolution, how we can all protect the health of our feet and the story of how Birkenstock disrupted an entire industry.
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Content: White Papers