BRAND CAMPAIGNS
WINNER
Visit #ScottishTwitter
by Flying Object, for Twitter
Twitter UK brought in Flying Object to remind people that there’s still good to be found on the social media platform by celebrating those having “quality” conversations on the site, specifically #ScottishTwitter. What is #ScottishTwitter? It’s “hilarious, irreverent, observational comedy with a strong Scottish accent”.
The campaign launched at Scotland’s annual comedy festival, the Edinburgh Fringe. The result was “unexpected”, “unusual” and most importantly, “highly shareable”. It launched at a visitor centre in the heart of Edinburgh and immortalised over 100 Tweets from the country’s “greatest keyboard comedians”.
There was an inventive range of material on display: from Tweets appearing in children’s artwork (in the ‘Big Weans Kraft Korner’) to framed cross-stiches of #ScottishTwitter’s finest. In honour of the “patron saint of #ScottishTwitter”, the centre even had a stained-glass window of Glaswegian singer Lewis Capaldi.
The experience was complete with a souvenir giftshop where people could pick up merchandise, from tote bags to shortbread, with Tweets such as: ‘A twirls just a flake wae a jacket oan’. The campaign was accompanied by a video and social campaign on Twitter itself, including a takeover of @TwitterUK, as well as on billboards and in newspapers.
The judges said: “The campaign shows great content curation from the team and a lively experience pulling it all together, with a great use of authentic, entertaining voices.”
Britain Get Talking
by Uncommon Creative Studio, for ITV
In 2019, Uncommon Creative collaborated with ITV on the ‘Britain Get Talking’ campaign, which aimed to get people talking about their mental health. For the widely talked about campaign, ITV paused broadcasting to encourage people at home to discuss their wellbeing.
The print campaign replicated television listings and used negative space to highlight certain programme listings. But instead of shows, the copy highlighted more serious issues with attention-grabbing headlines such as ‘You Alright, Little Man?’ Underneath was copy in the style of a plotline: ‘Father puts his family before footie when he pauses match of the century to check in with his son.’ On each page, another listing told viewers to tune back into the ‘story in your living room’.
NSPCC Kids in Real Life
by Open, for NSPCC
The NSPCC briefed Open to create a campaign which drew attention to the pressure of smartphones and social media on children in a technologically-driven world. ‘Kids In Real Life’ also aimed to engage newer audiences, in the same way that the charity’s well-known ‘Full Stop’ campaign had 20 years ago.
Open worked with Peter Anderson studio to create motion graphics of emojis with smiles which were suddenly stripped to reveal the “suffering child beneath”. A short film was also created by Craft Films, which follows three isolated children and shows the reality when emojis are stripped away. The video explored anxiety and bullying in an online age, but also highlighted new resources that were available such as online counselling. As part of a print campaign, portraits of the children were shown, with half of their face covered by the smiling emoji, again to highlight the difference between appearance and what is happening underneath.
Laundry Against Landfill
by Uncommon Creative Studio, for Ecover
Environmentally focused cleaning products Ecover worked with Uncommon Creative on Laundry Against Refill, which drew attention to the problem of clothing waste. Around 1,000 pieces of clothing are sent to landfill every 30 seconds in the UK and the campaign championed the environmental benefits of keeping clothes in use for longer and out of landfill. Launching a day before London Fashion Week 2020, visuals appeared in “tactical flyposting” spots around Fashion Week hang-outs with lines such as: ‘Fashion Week? Fashion Should Last Longer Than A Week.’ Brooklyn-based photographer Bobby Doherty created nature-inspired shots, which featured flowers and animated jumpers on a washing line, set against a blue and green colour palette.
McDelivery Night in Giveaways
by Turner Duckworth, for McDonald's
McDonald’s hired Turner Duckworth to create a campaign that celebrated night-time deliveries – over 60% of all orders on the chain’s delivery system, McDelivery, are placed at night. The result was a collection of 15 items which were given away with McDelivery orders, from McDonald’s-branded loungewear such as socks (complete with burgers and fries stitched in) and slippers to oversized sweatshirts. Accessories included scrunchies, a hooded blanket and a wearable sleeping bag – all aiming to pamper on a night at home. Restaurants around the world participated in October and November 2019 and it resulted in two of the best-selling days for McDelivery on record.