That Reading Feeling Awaits
by Droga5 London, for Amazon Books
Traditional books have been losing out to newer forms of media and entertainment, and to our increasingly busy lifestyles. This campaign was created to remind people of the joy of reading, and of the immersive experiences it provides.
It required an approach that could beat other entertainment offerings at their own game, employing multiple disciplines, crafts and animation styles to show the impact a book can have on its readers’ imagination, creating a ‘co-production between writer and reader’.
The campaign proved to be such a success that it was extended to run for a whole year. It has seen total sales 23% ahead of Amazon’s last comparable promotion, and a 29% increase in sales to those people least likely to read.
The judges said: “A smart concept, well executed which avoids cliche and does what is set out to do perfectly; capture the joy of reading.”
A British Original
by Uncommon Creative Studios, for British Airways
British Airways needed to rehabilitate its reputation after the tough grind of Covid-19. Health fears, travel restrictions and a cost of living crisis had seen BA’s operating schedule reduced by up to 66%.
Travelers had lost trust in British Airways, and even legacy associations with Britain itself needed to be addressed.
Global research showed ‘originality’ to be the attribute with which Britain is most clearly associated, leading to BA’s new ‘A British Original’ positioning. That was explored in a campaign that explored the original and individual reasons that are behind journeys, explored through 500 print, digital and outdoor executions, and 32 short films.
Playful, clever copy was sometimes funny and sometimes moving, but always sought to celebrate a sense of originality.
Plant More Trees
by Creature London, for Woodland Trust
The Woodland Trust had two ambitious goals. It wanted to quadruple its supporter base to include 3% of the UK population by 2030, and it wanted to reach a far more diverse group than the predominantly older, white, middle-class audience that supports many established charities.
Research into 16 million potential supporters highlighted that they mirrored the diverse and multicultural population of the UK. It set a strategy of creating a mass brand that would appeal to the many, so that it could become a more diverse brand in the process.
A revised visual identity, a new suite of brand assets and a new people-centric photographic style was brought in for a campaign that directly connected the global climate crisis to The Woodland Trust’s audience.
The response has seen it beat its donation target by 1,000%.
The Real Self-Checkout
by Havas London, for Asda in partnership with Breast Cancer Now and Coppa Feel!
Although checking themselves monthly for signs of breast cancer could save their lives, just one in two women make it a habit.
Supermarket Asda saw Breast Cancer Awareness Month in October 2022 as an opportunity to build on its role in the lives of its customers with a campaign that could make a real difference. It was seeking to drive genuine behavioural change among its 19 million customers to step up the fight against breast cancer.
The communications strategy for the campaign used key touch points to anchor messages about self-checking. The concept was primed with messages aimed at the general population, it nudged them with communication in the self-checkout areas of stores, then reminded them using media they would encounter on the way home, or at home, to ensure the message of the campaign resonated.
Down to “bra codes” on till receipts, the integrated campaign helped to raise £5.9m for charity and encouraged 606,000 women to engage in a self-checkout.
Nike Invincible
by Media.Work for Nike
Finding new ways to communicate Nike’s innovative cushioning technology was the big challenge of this project.
Designed for road running, the Invincible 3 boasts “All the Cushion. All the Feels” to allow users to, literally, go the extra mile. According to Nike, the shoe offers its most advanced cushioning, shock absorption and springiness yet, along with an advanced level of stability that prevents the foot rolling from side to side with each step.
The campaign mixed reality with an exaggerated portrayal of vivid, super-cushioned comfort to get its message across. Foam, marshmallows and stress balls are all employed to communicate the cushioning on offer.
Brand Campaigns
HALL OF FAME WINNERS
shortlisted
highly commended
winner
United by Music
by Superunion, for BBC and Eurovision Song Contest
The Eurovision Song Contest, hosted by the UK this year on behalf of Ukraine, was watched by a global audience of hundreds of millions of people.
This year’s theme was ‘United by Music,’ to reflex the importance of unity during difficult times. The solution – 160 million hearts beat as one – is inspired by the ability of live music to synchronise our heartbeats.
Using a visual representation of a soundwave and referencing the iconic Eurovision heart motif, the campaign took colours from the flags of Ukraine and the UK, a typeface called Penny Lane in recognition of the host city of Liverpool, and lyrics that pay homage to local standard You’ll Never Walk Alone.
Tickets for the Grand Final sold out in 36 minutes.
