MAA Best Awards #DoDifferent

Last week saw the MAA’s 26th annual Best Awards take place at The Brewery in the heart of East London. The awards, that celebrate the best in integrated marketing, were revamped this year in recognition of the MAA’s #DoDifferent ethos to recognise brave work.

There were some brilliant campaigns across a range of disciplines that rightly picked up lumps of granite (golds). Below are two picks from the night:

Proximity London deservedly picked up two awards for their super smart work for The Economist ‘Raising Eyebrows and Subscriptions’. The campaign targeted new Economist subscribers across 13 markets, using in-feed advertising and real-time creative to serve in contextually relevant and unexpected places – very much proving tech does not get in the way of creativity:

https://vimeo.com/142390508

AMV BBDO won the inaugural PrideAM Best Award - which recognises a campaign or project that shows a brand representing the lesbian, gay, bisexual and transgender community, for its "never alone" work for Guinness that ran during the Rugby World Cup last year. This powerful and poignant campaign celebrates the courage of former Welsh captain Gareth Thomas and support shown by his teammates when he needed them most:

https://www.youtube.com/watch?v=rBOTKSQ89M8

The Hub scooped the most awards overall, with five Best awards, followed by Leo Burnett with four and We Are Social with three. Iris Worldwide was named the Best #DoDifferent Agency of the Year and Lucky Generals was named the Best #DoDifferent Breakthrough Agency.

#DoDifferent – yes they did

The full list of winners can be found here.: http://bestawards.co.uk/winners