Results 2018


Campaign of the Year

WINNER: Small Talk Saves Lives

Pegasus

Client: Samaritans, Network Rail, British Transport Police & Rail Delivery Group

A sensitive but powerful campaign delivered through film, posters and widespread media coverage tackled the delicate and distressing subject of suicides on the railway.
Direct input from volunteers and bereaved families gave a detailed insight into the tragedies. Every 36 hours someone takes their own life on a railway in the UK. Small Talk Sa...

Brand Led Campaigns

WINNER: Project Literacy: A Little Chicken Named Pong Pong

FCB Inferno & Weber Shandwick

Client: Pearson

Focusing on one mother’s inspirational story opened the door for leading learning company Pearson to tackle the massive global illiteracy crisis. A billion people worldwide are unable to read, including 40 million in the US and 10 million in the UK.
Wanda Steward from Baltimore was ashamed of her inability to read so she pretended to read to...

Highly Commended: Sama's Lunchbox

Zulu Alpha Kilo

Client: Whirlpool Canada

A short documentary film featuring a family of Syrian immigrants, called Sama’s Lunchbox - An Every Day Care Story, linked washing machine, fridge and stove manufacturer Whirlpool to Canadian consumers’ strong sense of community and caring. Viewed more than 2.7 million times online, it established a strong link between the brand...

Finalist: Call of the Warrior

Allison+Partners

Client: Dexcom

Finalist: Forever Against Animal Testing

The Body Shop

Finalist: Cards with Heart

Brands2Life

Client: Moonpig

Finalist: Standing Up 4 Sitting Down

Stand Agency

Client: Anchor Trust

WINNER: #bloodnormal

Ketchum with AMV BBDO

Client: Libresse

In a taboo-smashing first the short film #bloodnormal featured periods with absolute candour, turning the blue liquid usually used in adverts blood-red.
As a sharp reminder of broadcasting restrictions the film became pixilated just as it made the case for periods being part of everyday life. The message was driven home with the tagline: “Pe...

Highly Commended: Sindoor Khela - No Conditions Apply

FCB India

Client: Times Of India

After four centuries of being a festival celebrating the status of married women, Sindoor Khela was transformed into a celebration for all women by the No Conditions Apply Campaign. More than 700 million people were reached as it became the number one topic trending on social media. Coverage in the Times of India boosted sales taking it to top ...

Finalist: Queen Rules

FCB Inferno

Client: Unibet

Finalist: WriteNow: tackling under-representation on the nation’s bookshelves

Penguin Random House

Finalist: Absolut Kiss with Pride

Pernod Ricard UK

WINNER: British Science Week 2018

Four Communications

Client: British Science Association

Drones were central to entertaining and engaging events across the UK which attracted hundreds of thousands of people to engage with the British Science Association’s campaign to clear plastic from Britain’s beaches.
Recycling was the theme of a 10-day celebration of science, technology, engineering and maths. Focusing on the citizen s...

Highly Commended: #toocoolforplastic

Weber Shandwick

Client: Iceland Foods

Massive main stream media coverage of supermarket Iceland’s announcement that it would remove all plastic from own-brand goods within five years delivered a potential reach of more than 181 million people, and sparked real cultural and political change. Key to the success was the strong backing of Greenpeace and careful choreography to maximi...

Finalist: The World's Most Sustainable Coffee Shop

Cult Events

Client: Percol Coffee

Finalist: Turn the Tide on Plastic

Daily Mail

Finalist: The Right Guard AEROCYCLE Gym

Henkel

Public Sector Campaigns

WINNER: Live from Inside the Human Body

MediaCom

Client: Cancer Research UK

Broadcasting a colonoscopy live on UK television during an advertising break was a world first and delivered a vital message about cancer survival to millions of people. Cancer Research UK (CRUK) wanted to drive home the message that cancer can be beaten, and often is. More than 40,000 people in the UK are diagnosed with bowel cancer every ...

Highly Commended: From “Come Back” to Comeback: How Puerto Rico Tourism Defied Two Hurricanes and Major Misconceptions

Ketchum

Client: The Puerto Rico Tourism Company

What a comeback - Puerto Rico was up and running again as a tourist destination within just six months of its double hurricane disasters. Holiday destinations were 100 percent full, or very near. A turnaround that would normally be expected to take about two years. The campaign generated nearly 6.5 billion media impressions spreading the word t...

Finalist: European Week of Sport

Burson-Marsteller

Client: European Commission

Finalist: Invisible People - telling the world about modern slavery

Kindred Agency

Client: National Crime Agency

WINNER: “Share the Joy” – Shared Parental Leave Communication Campaign 2018

The Department of Business, Energy and Industrial Strategy and the Government Equalities Office

Shared parental leave (SPL) forms part of government plans to reduce the gender pay gap as well as improving the child-parent experience for both partners - sharing the joy.
Switching the emphasis from a rational, fact-based approach and focusing on emotional benefits and real life scenarios, the campaign raised awareness of the possibilit...

WINNER: #LookUpSeattle

The Thomas Collective

Client: Seattle's Union Gospel Mission

Gigantic faces projected onto city buildings lifted the plight of Seattle’s homeless out of the shadows, turning the spotlight on the Mission’s work.
The sheer scale of the #LookUpSeattle images made it impossible for people to ignore. The powerful Lost Angels exhibition of photographer Lee Jeffries’ portraits transformed public spaces i...

Charity or NGO Campaigns

WINNER: Trust Your Touch

Fold7

Client: CoppaFeel!

A fresh, fun approach encouraged people between 18 and 35 to check their boobs regularly, highlighted the signs of breast cancer, and gave young people the confidence to speak to a doctor, or seek help elsewhere, if they noticed anything out of the ordinary.
A film full of ‘double entendre’ was created showing how using you...

Highly Commended: Just Say Non!

Shape History

Client: British Pregnancy Advisory Service (BPAS)

A satirical video pointing out that, for the price of emergency contraception (EC) in a UK pharmacy, a woman could fly to Paris, enjoy a treat and a glass of wine, buy her EC, fly home and still have change. The jovial touch spread the British message to millions online and in national media coverage. It worked with many outlets...

Finalist: Just ask' for UKST

11 London

Client: UK Sepsis Trust

Finalist: Anything But Sorry

FCB Canada

Client: Canadian Down Syndrome Society

Finalist: #SpeedTalk

Happiness / An FCB alliance

Client: OVK / PEVR (Parents of Road Victims)

Finalist: Prescribed to Death

Ketchum, Energy BBDO, m ss ng p eces, The Mill, Flare, and PHD

Client: National Safety Council

Finalist: Treat me well

Royal Mencap Society

WINNER: Break Bread Smash Stigma

Narrative, Bensimon Byrne, One Method

Client: Casey House

Attitudes to eating food prepared by HIV+ chefs was soon a hot topic of conversation throughout Canada and further afield thanks to the Casey House Break Bread Smash Stigma campaign.
Toronto pop-up restaurant June’s HIV+ Eatery, the world’s first HIV+ restaurant, brought out the best and the worst of humanity on social media. Using #sm...

Highly Commended: Destination Pride

FCB/SIX

Client: PFLAG Canada

Creation of the DestinationPride.org data-driven search platform drew attention to the inequalities that still face members of the LGBTQ+ community in Canada, while offering help and support. The site was used in more than 150 countries, widely covered in international media, and was searched over 85,000 times. It raised social ment...

Finalist: Come Out For LGBT

Hearts & Science UK and Mr. President

Client: Stonewall

Finalist: The Open University's #iwas campaign

The Open University

WINNER: Shrinking Habitat

Jungle Creations

Client: WWF

The Shrinking Habitat video strikingly emphasised the negative impact human actions can have on our planet and the animals that share it when it was broadcast in the run up to Earth Hour UK.
The film featured YouTuber Francis Haugen locked in a house for a week in conditions adapted to illustrate the problems humans can cause. It was captured by r...

Highly Commended: The Wildlife Selfie Code

11 London

Client: World Animal Protection

Turning attention of would-be animal lovers to the bigger picture, highlighted the behind-the-scenes suffering unknowingly caused by posing for wildlife selfies. More than a quarter of a million people signed up the the Wildlife Selfie Code, well above target, and Instagram decided to ban cruel wildlife selfies. The campaign reached 15....

Finalist: Borough Market: Leading the way on drinking fountains

Barley Communications

Client: Borough Market

Finalist: Flags

OMD Spain

Client: Greenpeace Spain

WINNER: Untapped

GOOD Agency

Client: WaterAid, MC&C

Digital communications put the people of Tombohuaun, in the jungle of Sierra Leone, at the heart of WaterAid’s most ambitious fundraising campaign to date. The strategy directly connected people in the UK to the village and proved key to WaterAid raising £8.4 million and alerting hundreds of thousands of people to its global goal of maki...

Highly Commended: IFAD Field Report

Weber Shandwick

Client: IFAD

Faced with a world-wide population of nine million by 2050 and two million extra people to feed IFAD aims to unleash Africa’s great farming potential. By reaching a billion people and making investment in agriculture a global issue, The Field Report harvested a 10 per cent increase in the promise of grants and affordable loans to help 47 mill...

Finalist: Saving lives in Anguilla: Ensuring the UK Government protects its citizens

Aequitas

Finalist: T-Mobile Uses MLB Postseason Sponsorship Platform to Drive Awareness for Hurricane Recovery with #HR4HR

T-Mobile

WINNER: There But Not There

Newsfeed PR

Client: Remembered

The iconic silhouette of a WW1 soldier or ‘Tommy’ opened the door to raising more than £1.5 million for armed forces and mental health causes through the charity Remembered as it marked the centenary of the end of the war.
There But Not There was launched at four sites around the UK. The Giants Causeway in Northern Ireland was home to a WW1 s...

Highly Commended: Believe In Me

FCB Inferno

Client: Barnardo's

A fresh approach created a highly motivating campaign without resorting to shock tactics. By concentrating on children’s positive achievements, Believe in Me brought in more than £1 million in donations, increased awareness of Barnardo’s and a greater understanding of the charity’s work. An audience reach of 122 million resulted in 1...

Finalist: Pan-Mass Challenge 2017 – Records are Meant to be Broken

Cone

Client: Pan-Mass Challenge

Finalist: Make Some Noise

Global Charities

Multi Organisation Campaigns

WINNER: Small Talk Saves Lives

Pegasus

Client: Samaritans, Network Rail, British Transport Police & Rail Delivery Group

A sensitive but powerful campaign delivered through film, posters and widespread media coverage tackled the delicate and distressing subject of suicides on the railway.
Direct input from volunteers and bereaved families gave a detailed insight into the tragedies. Every 36 hours someone takes their own life on a railway in the UK. Small Talk Sa...

Highly Commended: L'Eau De Chris

W and BMB

Client: CALM

This disruptive ‘tease and reveal’ campaign encouraged young men to speak freely about depression, anxiety and suicidal thoughts. Mental health and tragically high suicide rates among young males were thrust into the headlines in national news, supplements and lifestyle titles. As a result there was a 1,800 per cent increase in 18 t...

Finalist: Outdoor Classroom Day

Edelman, MullenLowe

Client: Project Dirt and Unilever

Finalist: Take Five to Stop Fraud

Kindred Agency

Client: UK Finance and Home Office

WINNER: Square Mile Challenge

Barley Communications

Client: Hubbub

Praised for their proactive and tenacious approach by environmental charity client Hubbub, the Barley team’s campaign started a coffee cup recycling revolution.
A coffee cup sculpture outside the Royal Exchange, a choir in Liverpool Street station and talking coffee cup videos encouraged businesses in the Square Mile to sign up to workpl...

Organisations of the Year

WINNER: FCB Inferno

FCB Inferno’s most recent campaigns have delivered a global impact in more than 65 countries, generating two billion social shares and press coverage reaching a total of 11 billion people.
It focuses on using a deeper understanding of human behaviour to connect with the target audience and create real change, recruiting teachers, enc...

Highly Commended: Kindred Agency

Kindred has been doing good from the inside out for a decade. With people at the heart of
campaigns, it has tackled issues like modern-day slavery and turned the spotlight on the gender
pay gap. A pioneer of integration, the agency pulled together specialists from the worlds of PR,
social media and advertising to deliver results.

Finalist: Forster Communications