WINNER
What’s Up With Everyone?
by Aardman, for AHRC
Aardman Animations and the Arts of Humanities Research Council collaborated on a series of five short films – entitled What’s Up With Everyone? – to encourage young people to consider their mental health.
Targeting those aged 17-24, the animations range from topics such as loneliness and isolation, independence, social media to perfectionism. The design team wanted to create films that looked like they could appear on social media feeds and elicit an ‘I know that feeling’ reaction from young people.
As well as using university research, the films were designed with this target audience at every step – from the script, to animations and themes. The series launched on a website that has self-care resources alongside a full PR campaign.
The judges said: “Love this. Feels very relatable and the themes are particularly open and honest. Well executed using the Aardman animation style.”
HIGHLY COMMENDED
Britain Get Talking
by Uncommon Creative Studio, for ITV
ITV built on its first Britain Get Talking campaign, to encourage conversations during the pandemic. With a Saturday night TV slot, Uncommon enlisted presenters Ant and Dec to record a message for the nation. The campaign asked people to send messages of love and support across social media using a dedicated hashtag. These messages were aired in 90-second clips – a total of 170 times over the four-day Easter weekend. Celebrities including Ed Balls and Dermot O’Leary were also brought in to read out these statements.
Uncommon created a print campaign in the hope of getting people to pick up the phone, not just with loved ones but also people who might need to talk. Throughout the year, the studio created further spots in support of NHS staff and in honour of Mental Health Awareness week.
The Boot Room
by 20-something, for FIFA 2021
Each year, EA Games launches a new FIFA with an in-person event – something that was not on the table for 2020. 20Something was brought in to create a bespoke brand experience to initiate FIFA 21. Inspired by how popular football personalities have become on social media and live events on platforms such as Twitch, the studio created The Boot Room. Comprising a series of long and short format films, The Boot Room featured many familiar names including Gary Lineker, Ashley Cole and Peter Crouch. Since its launch, the platform has published seven episodes across multiple platforms and garnered more than 4.5m views. Instagram, in particular, has been a popular space, with more than 5,000 comments from users.
Taskmaster
by 4Creative, for Channel 4
When gameshow Taskmaster was acquired by Channel 4, the network admitted to its initial mistake of rejecting the show in a playful campaign video crafted by 4Creative. The show’s presenter Greg Davies played on famous rejections from the past – such as record label Decca passing on the Beatles and ETH Zurich polytechnic university not admitting Albert Einstein.
The trailer prompted strong reactions on social media, and 4Creative created a series of bespoke cross-platform tasks as a way to explain the irreverent television show’s structure. The campaign rolled out on traditional platforms such as billboards and also viral platform TikTok, with a series of GIFs and face filters.
WhatsApp – Ear Lesson, Boot Camp & First Date
by Art&Graft, for WhatsApp
Art&Graft designed a visual campaign for WhatsApp which aimed to educate some two billion users worldwide about the messaging system’s end-to-end encryption. Three short animated stories were created: Ear Lesson, Boot Camp and First Date. These were inspired by real-life events and introduced a series of characters in an attempt to bring concepts of privacy and intimacy to life through a sense of universal experience. Ear Lesson, for example, told the story of a piano teaching players via WhatsApp. Art&Graft also devised a visual language to represent the encryption process, which consisted of a series of imagined hieroglyphics to show how conversations and messages will always remain the user’s own.
Social Media and Content
shortlisted
Social Media and Content