WINNER: The New Polo Challenger Series: Conquering New Stadiums
Entered by: PHD Germany
Credits: Twitch, DDB/Voltage
Judges’ comments: The campaign addresses the issue of ad-blocking by its target market by going to where the younger audience is concentrated; the product is at the heart of the campaign.
WINNER: The Upside Of Integrated Logistics
Brand: A.P. Moller – Mærsk
Entered by: Havas Business
Credited: Creative Agency: &Co.
Judges’ comments: A creative use of media, beautifully integrated with an elegant internal and external application. The campaign demonstrates humor in a potentially dry category and achieves excellent results.
WINNER: Revealing The Unexpected Value Of Nature
Brand: Lombard Odier Group
Entered by: Banque Lombard Odier & Cie SA
Credits: VMLY&R, Wavemaker, RS Solutions
Judges’ comments: A nice concept brought to life making the financial services category beautiful and interesting. The campaign stands out in the sea of the sameness; the choice of media highlighted the campaign and delivered results.
HIGHLY COMMENDED: Treasury & Turbulence – Sanctions: The Makers & The Breakers
Entered by: Euromoney Institutional Investor
Judges’ comments: This campaign creates emerging content for a niche audience but transferable to others and leveraged audio as distribution strategy.
WINNER: The Ones Who… Keep Walking
Brand: Johnnie Walker
Entered by: OMG Africa
Judges’ comments: A meaningful and disruptive campaign; a smart way to navigate regularity challenges and a strong brand alignment.
WINNER: The Source
Entered by: Reuters
Judges’ comments: A highly competitive strategy. A strong sense of authenticity, a smart media mix based on strategy, using simple visuals, propelling the brand into the future.
HIGHLY COMMENDED: Spider-Man Swings To Global Success
Brand: Sony Pictures Entertainment
Entered by: OMD EMEA
Judges’ comments: A strong targeted strategy with a clear impressive result of being the most viewed trailer.
WINNER: The Phone Of The Year Captures The Man Of The Year
Brand: Samsung Galaxy S21 Ultra
Entered by: Starcom Worldwide
Credits: Conde Nast, Edelman
Judges’ comments: Smart integration of premium editorial and premium commercial strategy; strong distribution across all platforms.
WINNER: Discover The Originals
Brand: Visit Sweden
Entered by: Mindshare
Credited: Forsman & Bodenfors, Hill+Knowlton, B-Reel Films, Ljudbyrån
Judges’ comments: A clever device that made people engage, comment and amplify the campaign, and possibly add Sweden to the bucket list! A real crowd pleaser and perfectly on brand.
WINNER: Okavango Eternal
Brand: De Beers Group
Entered by: National Geographic
Judges’ comments: Brave and innovative way to talk about addressing brand perception head on, potentially a controversial issue. Highlights a new topic and is educational. Played to strong sustainability.
HIGHLY COMMENDED: Accenture Exchange Series And Partner Content
Entered by: Financial Times
Judges’ comments: A thoughtful insight-led, multiplatform strategy with longevity.
Entered by: Wavemaker
Judges’ comments: Ella really impressed us with her entrepreneurial and sustainable efforts. She behaves as a leader in her agency and community. As such, we are keen to see where this takes her and expect Ella to help our industry progress on her net zero agenda.
Entered by: Carat UK
Entered by: POLITICO Europe
Entered by: BBC Studios
Judges’ comments: All highly competent and an asset to their organisations. We fully expect to hear more about all over the next few years.
WINNER: Journey To Ithaca
Entered by: BBC Studios (BBC StoryWorks)
Credited: Havas Media Germany, Innocean Worldwide
Judges’ comments: A well-considered, well-executed campaign that generated a genuine positive and demonstratable impact for Hyundai and Ithaca. The project paves the standard for sustainable short-form content production at the BBC.
HIGHLY COMMENDED: State Of Black Entrepreneurship
Brand: For(bes) the Culture
Entered by: Forbes
Judges’ comments: The project is highly commended for its ambition to rewrite history through the use of media today and going forwards.
WINNER: Khaled AlShehhi, Executive Director of Marketing and Communication, UAE Government Media Office
We are delighted to announce the winner of the Content Leadership & Innovation category is Khaled AlShehhi, Executive Director of Marketing and Communication, UAE Government Media Office. This award is for the individual recognised by peers for their talent in creating exemplary content-driven campaigns with brand bravery, creativity and innovation.