Tesco x BBH London

"We’ve seen lots of fun and playful OOH campaigns this year, from the brilliant Jaffa Cake (or biscuit) debate by TBWA\London to Cornetto’s beautiful unwrapping summer campaign by LOLA MullenLowe, and whilst it's hard (impossible) to pick my favourite campaign of the year - there is just something about the Tesco x BBH campaign which hits the spot for me. It’s bold of Tesco to remove the letters of its logo and is something only a (brave) household-name brand could do. I think it makes the Tesco brand more iconic and it strikes the right balance between simple and playful, two key elements we know to be producing some of the most effective work right now. It also really makes me want to go to Tesco and buy some new ingredients for dinner - which is exactly what any ad from Tesco should set out to do, right?"

Katharine Pebworth, Head of Marketing & PR

BBH London:

Icons

Heinz x Current Global

"In this modern world, that is in my opinion too serious, Current Global with FP7 McCann solved one of the biggest dinner table frustrations. The "Ketchup Down" campaign taps into a universal, relatable annoyance of waiting for ketchup to pour from a bottle. The groundbreaking new bottle grabbed the world’s attention, showcased Heinz’s commitment to its fans everywhere, cementing its place as the world’s favourite ketchup and solving a silly problem with an equally silly solution. I just wish it wasn't an April fools and was rolled out to a supermarket near me as I would definitely be buying it!"

Ben Piper, Design & Technology Director

Current Global:

Ketch-Up & Down

The Unsnatchable by Joan London

"Reactive marketing, when done well, can be a great way for an agency to demonstrate its understanding of culture. Joan London's 'The Unsnatchable' campaign was an eye-catching, tongue-in-cheek response to an issue that many Londoners are aware of - phone snatching. Alongside designs for anti-theft phone cases, including one which curses the thief, Joan created a website: theunsnatchable.com. Here, it offered useful advice for the public on how to navigate the issue, effectively embracing the trend of practical purpose.

With outlandish designs and striking visual imagery - including a phone case with long silver spikes - the work employed a light-hearted approach to a common crime and garnered attention online. A unique campaign, it gave consumers a well-needed laugh and demonstrated an effective means of reactive marketing."

Jeevan Hammond, Editorial Assistant

Joan London:

The Unsnatchable

Magnum x LOLA MullenLowe

"Magnum is the number 1 ice cream in the world - what does it take to stay ahead of the rest? A trusted partnership between brand and agency, a disruptive and agile marketing strategy and brilliant storytelling. Turning a business challenge into an award-winning campaign - 'Finding your summer' perfectly demonstrates the power of storytelling and how disruptive media placements can set your brand aside from the competition."

Helen Hall, Marketing & Growth Director

LOLA MullenLowe:

Find Your Summer

Barclays x BBH London

"I heart this campaign. It makes me smile so much, which I think is so important in these times. The ‘kid world’ ad created is so real, with relatable scenes and the casting & acting by the children is on point. 

More importantly, the message around how our relationship with money is formed from the age of seven is fascinating – to adults now, and how we view and manage our money but also potentially to parents who are working out the impact of their behaviour on their children. 

The adults at the end scenes too are great. Jumping in the puddle and then the banker’s look – smiles all round."

Stephanie Nattu, Managing Director

BBH London:

Kids World

Migration Museum x Wonderhood Studios

"It might not have ended in the result that fans wanted but people can be proud of England’s performance in this year’s Euros. Celebrating the achievements of the team the Migration Museum and Wonderhood piggybacked on the moment to spotlight the importance of migration following a polarising election season. The simple campaign uses striking visuals to show that the England team simply wouldn't be the same without migration and that 15 out of the 26-player squad could have played for other country’s teams, challenging anti-immigration sentiment by contextualising it with sport. The simple imagery successfully delivered an important and uplifting message at a much-needed time."

Georgie Moreton, Deputy Editor of BITE

Wonderhood Studios:

England Without Immigration

The V&A x adam&eveDDB

"Into streetwear, stamps, pottery? This campaign cleverly taps into everyone's niche passions whilst championing culture and curiosity. Alongside this, the clear headline, 'If You're Into It, It's In The V&A', crafted by adam&eve, proves that sometimes it's the simplest of messaging that manages to cut through the noise of a crowded industry.  As this work is targeted to enthusiasts across all disciplines, how could you not love it?"

Sophie Urquhart, Senior Marketing Executive

adam&eveDDB:

If You're Into It

Monzo x Uncommon

"Simple, effective, memorable - I love how this campaign says a lot with a little. Great work from Uncommon that builds on Monzo's history of fun spots and disruptive approach. And that feeling of money management causing headaches is such a familiar concept that the idea of a Monzo-induced finance utopia really does hit home. This might not be the hardest-hitting campaign of the year, but I think pound-for-pound it might be one of the most effective."

Edwin Peverill, Senior Business Development Executive

Uncommon:

Money Never Felt Like Monzo

Natwest x T&Pm

"Natwest is a brand I’ve grown up with (anyone else remember those china piggy banks you got as a kid? - which I suppose was how you engaged young people back then..) And I guess it’s done a good job just to survive all these years. But in today’s post-Monzo world, it’s obviously as competitive as ever and the brand really needs to work as hard as ever to stay relevant.

T&Pm have done an amazing job with this 360 campaign aimed particularly at younger audiences– which you can’t help but love. (Even if I’m personally struggling with the fact that this track is considered ‘nostalgic’).

Versus the bank advertising I remember back in the pre- Gwen Stefani era (imagine a world where a black horse running on a beach was the pinnacle of excitement!) - this work is fun, exciting and empowering and a great reference for how a big brand can smash it with a big creative platform on tiktok (6bn views!)"

Michael Gooding, Senior Account Director

T&Pm:

Tomorrow Begins Today

Uber x Mother

"Who hasn't done the awkward wave to your Uber driver as you walk up to the car, or told them that they can drop you "just anywhere around here is good thanks"? We're really all out here having the identical Uber journeys, and this campaign cleverly leans into that. The concept of showing a passenger treat a train journey as if it was a traditional uber ride is so simple and effective - not to mention funny!"

Kati Dix, Account Manager

Mother:

Trains, Now on Uber

Tesco x BBH London

"A campaign that reflects on a conversation everyone has had at least once and definitely judged someone for. Effective and relateable."

Alexandra Foster, Operations Executive

BBH London:

Your Best Combo, Made Better

WWF x Uncommon

"WWF reminds us to ‘blow away the cobwebs’ and prescribes a daily dose of nature. By encouraging people to connect with nature, WFF hope that people will support their efforts to protect it in return.

In the film, a doctor explains the benefits and gives a presciption for nature, we’re then transported to a tranquil woodland lake scene accompanied by soothing ambient sounds of the wilderness, providing with a moment of calm - a nice change from noisy ads.

OOH adshels bring ‘the great outdoors’ into urban spaces, with scenic natural landscapes, juxtaposed by medical notes such as 'the sun on your face, or the drizzle. Both feel good' and 'Nature - 20 minutes to be taken EVERY day'."

Jack Chandler, Customer Success Executive

Uncommon Creative Studio:

A Prescription For Nature

E45 x T&Pm

"It is testament to the consistency of Channel 4’s Diversity in Advertising Award, that the winning work is always one of my creative highlights of the year. The ‘This is Me. This is My Space campaign from T&Pm manages to successfully walk a creative tightrope of being both playful and profound. The authentic portrayal of trans women on their journey to become more comfortable in their skin, underlines the creative firepower of lived experience in advertising. In a year of culture wars and chaos this campaign is a beautiful reminder of the power of advertising to drive both empathy and understanding. Diversity drives creativity."

Nicola Kemp, Editorial Director

T&Pm:

This is My Space This is ME45

McCain x adam&eveDDB

“The more I have seen and learned about the McCain ‘We Are Family’ platform, the more I love it. There’s nothing flashy here, but it’s authentic as hell and places real people at the heart of the campaign which was a bold move 10 years ago that has really paid dividends. It’s also a compelling case for the power of inclusion, with a desire for better representation at the core of the idea – and is ultimately testament to art of emotional brand building through commitment to the long-term, as evidenced by the successes it has seen during the recent effectiveness awards season. An understated (but highly effective) masterclass.”

Charlie Carpenter, CEO

 

adam&eveDDB:

We Are Family