December 9, 2015

London Calling

The DMA Awards in London recently announced the 2015 winners. What I particularly like about these kind of awards is the fact that you can’t scam your way to a trophy. You need real results which means your campaign can’t have just appeared in an ad agency’s office building lobby or nearby cafe. The DMA’s celebrate real insights and intelligence combined with creativity and effectiveness. So let’s look at some winners…

 

Leo Burnett London – NSPCC Share Aware

Anyone with kids knows how scary it is with them sharing who knows what on social media. You can talk about it but most kids think their parents are not cool so whatever. This series of videos for the NSPCC brings to life the dangers of sharing in an entertaining way but still with a hard hitting message.

To quote the DMA website, “With a total of 65 million social impressions from a relatively small budget, the initial Facebook video post reached more than two million people on launch weekend – half organically, without paid media support. In six weeks, #shareaware achieved a Twitter reach of 54.8 million, helped by huge celebrity support, while the films were still watched on average every second and in 62 countries”.

The project won a gold for best film or video.

 

OgilvyOne UK – Battersea Cats & Dogs Home Looking For You

Another gold winner was a really innovative way to get people to care about adopting a dog. In real life, if a cute stray dog followed you it would tug at the heartstrings and make you want to take it home (as I’ve seen with my wife many times). OgilvyOne took this and harnessed RFID leaflets with digital outdoor and brought this to life. A virtual dog would follow people who took a leaflet and surprised them as they wandered around a mall.

According the the DMA website there were, “nearly 2,500 unique visits to the campaign microsite, more than 320,000 video views and 99% positive social sentiment. This amplification helped drive new visitors to the main Battersea site, with 79% of site traffic during the two weeks of our campaign period never having visited previously. The #lookingforyou Twitter feed was kept constantly updated with new dogs looking for homes and played its part in generating more than 200 new enquiries about rehoming specific dogs”.

 

Wunderman – CHECT The Next Photo

More gold, and another project that is all about doing something meaningful. Either I’m feeling emotional and choosing lots of projects with real purpose or the judges were moved to choose winners that do good. This won for best use of technology but wasn’t any huge, brain-straining leap in innovation. It simply used a phone camera flash and reflective paint to show how easy it is to detect a specific form of eye cancer in kids. Really nicely done.

 

Not every winner comes with a case video but still worth taking the time to read the write ups. Check out all the winners here >