This has been a great year for media work that creates new ways for brands to grow and the winners all combine innovation with insightful, strategic thinking.
Novel use of technology is a recurring motif: hacking it (Dove, Burger King), partnering with it (SulAmérica) and using it as the driver of campaign performance (Campbell’s, Snickers).
At the same time, the work is strong at creating impact at a cultural level. With Tata this meant turning a potential brand crisis into the most successful global car launch the brand has had, for the NHS blood donation campaign it meant using communications to provoke behaviour change beyond the ‘like’ button.
Our Crème de la Crème brings together Dove’s long-term brand territory with an insight into the gender bias that exists, overlooked, in the images that we search for and use. It then combines a smart understanding of the technology, with creative flair, to deliver a solution.