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DMA Awards 2021: The Winning Work

07 Dec 2021

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The DMA Awards winners have been picked on, picked over and eventually picked out by the DMA judges. Your guide to the Golds, the Silvers, the Bronzes and, of course, the Grand Prix Winner

Grand Prix Winner

  • Long Live the Prince
  • Agency: Engine
  • Client: EA and The Kiyan Prince Foundation

Grand Prix Shortlist

  • Long Live the Prince
  • Agency: Engine
  • Client: EA and The Kiyan Prince Foundation
  • #MakeItStop
  • Agency: MBAstack
  • Client: Solace Women's Aid
  • The Unseen Stats
  • Agency: Wunderman Thompson UK
  • Client: BT Sport

Industry Sectors

Automotive

  • Gold: Land Rover Defender 'Just Add Water. And Mud. And Ruts. And Rocks...'
  • Agency: Edit and Spark44
  • Client: Jaguar Land Rover

  • Silver: New Jaguar F-TYPE - 'Exhilaration at Every Turn'
  • Agency: Edit and Spark44
  • Client: Jaguar Land Roverr

  • Bronze: Optimising online conversion for Mazda UK
  • Agency: Candyspace
  • Client: Mazda UK

Travel and Leisure

  • Gold: Cunard: Navigating the Route to Recovery
  • Agency: Armadillo
  • Client: Cunard

  • Silver: Hilton Unlocked - Driving Engagement, keeping Hilton top of mind & keeping our member relationships active.
  • Agency: Red Brick Road
  • Client: Hilton

  • Bronze: The Check-In
  • Agency: Digitas UK
  • Client: Expedia

Entertainment, Music and Publishing

  • Gold: The National: The Middle East Explained
  • Agency: MRM
  • Client: The National

  • Silver: #DiscoveredAtHome
  • Agency: Wunderman Thompson UK
  • Client: Bose

  • Bronze: Putting Formula 1 back on track
  • Agency: Ogilvy UK
  • Client: Formula 1

Sport

  • Gold: Long Live The Prince
  • Agency: Engine and EA
  • Client: The Kiyan Prince Foundation

  • Silver: The Unseen Stats
  • Agency: Wunderman Thompson UK
  • Client: BT Sport

  • Bronze: Putting Formula 1 back on track
  • Agency: Ogilvy UK
  • Client: Formula 1

Utilities and Telecommunications

  • Gold: Breaking the Great British Smile Drought
  • Agency: RAPP
  • Client: Virgin Media

  • Silver: Eyes On
  • Agency: TMW Unlimited
  • Client: VOXI

  • Bronze: The Route to Resilience
  • Agency: MRM
  • Client: Microsoft UK

Retail and E-commerce

  • Gold: LynXmas, Smell Ready for Christmas
  • Agency: OLIVER / U-Studio
  • Client: Unilever

  • Silver: IKEA The Sustainable Everyday
  • Agency: RAPP
  • Client: IKEA

  • Bronze: Message in a Bottle
  • Agency: Dare Digital
  • Client: Diageo

Financial Services

  • Gold: How our data-fuelled imagination made it a Christmas to remember
  • Agency: RAPP
  • Client: PayPal

  • Silver: The Homeless Bank Account
  • Agency: Wunderman Thompson UK
  • Client: HSBC UK

  • Bronze: Trust Anchor: Driving digital adoption amongst the ultimate resistors
  • Agency: McCann Central
  • Client: Barclays UK

Public Sector

  • Gold: Bet Regret: Tap Out
  • Agency: M&C Saatchi
  • Client: GambleAware

  • Silver: NHS 'Just'
  • Agency: M&C Saatchi
  • Client: NHS / Public Health England

  • Bronze: We Are The NHS: Then, Now, Always
  • Agency: MullenLowe Group UK
  • Client: NHS England

Charity

  • Gold: #MakeItStop
  • Agency: MBAstack
  • Client: Solace Women's Aid

  • Silver: Black Plaque Project
  • Agency: Havas London and Havas Media Group
  • Client: The Nubian Jak Community Trust

  • Bronze: Mishearing Something?
  • Agency: psLondon
  • Client: RNID

Best B2B

  • Gold: My Toolstation
  • Agency: Havas CX helia
  • Client: Toolstation

  • Silver: For forward thinkers, by forward thinkers
  • Agency: Agency Inc
  • Client: Exel Composites

  • Bronze: Realise Your Vision
  • Agency: The Croc
  • Client: Sohonet

Best B2C

  • Gold: We Are The NHS: Then, Now, Always
  • Agency: MullenLowe Group UK
  • Client: NHS England

  • Silver: The National: The Middle East Explained
  • Agency: MRM
  • Client: The National

  • Bronze: How Dove found Beauty in the time of COVID.
  • Agency: Ogilvy UK
  • Client: Dove Masterbrand

Channels

Best Use of Email

  • Silver: Putting Formula 1 back on track
  • Agency: Ogilvy UK
  • Client: Formula 1

  • Bronze: We Are The NHS: Then, Now, Always
  • Agency: MullenLowe Profero
  • Client: NHS England

Best Use of Social Media

  • Gold: Cadbury Twirl Orange Presale
  • Agency: VCCP
  • Client: Mondelez

  • Silver: I Belong Here: The Olympics: Tokyo 2020
  • Agency: Ogilvy UK
  • Client: International Olympic Committee and The Coca-Cola Company

  • Bronze: Twitter Street
  • Agency: RAPP
  • Client: Virgin Media

Best Use of Unaddressed Print

  • Gold: War Graves Week
  • Agency: M&C Saatchi
  • Client: The Commonwealth War Graves Commission

  • Silver: R - Really, S - Successful, P - Print, C - Christmas, A - Appeal
  • Agency: Edit
  • Client: RSPCA

  • Bronze: Who Gives a Crap about Doordrops?
  • Entrant: Whistl Door Drop Media
  • Agency: Milestone Creative
  • Client: Who Gives a Crap

Best Use of Mail

  • Gold: Land Rover Defender - 'Build Your Own Adventure'
  • Agency: Edit and Spark44
  • Client: Jaguar Land Rover

  • Silver: My Toolstation
  • Agency: Havas CX helia
  • Client: Toolstation

  • Bronze: Land Rover Defender 'Life at 45 Degrees'
  • Agency: Edit
  • Client: Jaguar Land Rover

Best Use of Out of Home

  • Gold: Let's Talk the Joys of Later Life Sex
  • Agency: Ogilvy UK
  • Client: Relate

  • Silver: The Black Plaque Project
  • Agency: Havas London and Havas Media Group
  • Client: The Nubian Jak Community Trust

  • Bronze: The Homeless Bank Account
  • Agency: Wunderman Thompson UK
  • Client: HSBC UK

Best Use of Film, Video or Moving Image

  • Gold: #MakeItStop
  • Agency: MBAstack
  • Client: Solace Women's Aid

  • Silver: NHS 'Just'
  • Agency: M&C Saatchi
  • Client: NHS / Public Health England

  • Bronze: Realise Your Vision
  • Agency: The Croc
  • Client: Sohonet

Best Use of Voice or Audio

  • Gold: Wake up Call
  • Agency: Ogilvy UK
  • Client: Formula 1

  • Silver: Message in a Bottle
  • Agency: Dare Digital
  • Client: Diageo

  • Bronze: #MakeItStop
  • Agency: MBAstack
  • Client: Solace Women's Aid

Campaigns

Best Integrated Campaign

  • Gold: Oreo - The Playful Network
  • Agency: Digitas UK
  • Client: Mondelez International

  • Silver: Black Plaque Project
  • Agency: Havas London and Havas Media Group
  • Client: The Nubian Jak Community Trust

  • Bronze: McDonald's: I'm Lovin' It Live
  • Agency: Armadillo, Leo Burnett UK, OMD UK and Red Consultancy
  • Client: McDonald's Restaurants UK

Best Launch Campaign

  • Gold: Cadbury Twirl Orange Presale
  • Agency: VCCP
  • Client: Mondelez

  • Silver: NHS Covid-19 App Launch: Saving lives with an app
  • Agency: MullenLowe Group UK
  • Client: DHSC, NHS Test and Trace & HM Government

  • Bronze: New Land Rover Discovery
  • Agency: Spark44, Dentsu X and Edit
  • Client: Land Rover

Best Brand Building Campaign

  • Gold: Wine Cellar Feeling
  • Agency: RAPP
  • Client: Laithwaites

  • Silver: How Dove found Beauty in the time of COVID.
  • Agency: Ogilvy UK
  • Client: Dove Masterbrand

  • Bronze: Don't Just Watch
  • Agency: RAPP
  • Client: Samsung

Best Customer Acquisition campaign

  • Gold: Wine Cellar Feeling
  • Agency: RAPP
  • Client: Laithwaites

  • Silver: Your ambition. Our mission.
  • Agency: Havas CX helia
  • Client: The Open University

  • Bronze: Don't Just Watch
  • Agency: RAPP
  • Client: Samsung

Best Customer Journey

  • Gold: Canon - Fueling a virtuous circle of passion, proficiency and purchase propensity
  • Agency: VCCP CX
  • Client: Canon

  • Silver: McDonald's: Feel-Good Customer Journeys
  • Agency: Armadillo
  • Client: McDonald's Restaurants UK

  • Bronze: Message in a Bottle
  • Agency: Dare Digital
  • Client: Diageo

Best Customer Retention or Loyalty Programme

  • Gold: Canon - Fueling a virtuous circle of passion, proficiency and purchase propensity
  • Agency: VCCP CX
  • Client: Canon

  • Silver: Experience Amazing
  • Agency: Digitas UK
  • Client: Lexus UK

  • Bronze: A truly personalised myLakeland experience
  • Agency: Go Inspire Group
  • Client: Lakeland

Best Performance Marketing Activity

  • Gold: How our data-fuelled imagination made it a Christmas to remember
  • Agency: RAPP
  • Client: PayPal

  • Silver: Juxtaposing the Mission to Mars with 'The Girl Who Built A Rocket'
  • Agency: The Kite Factory
  • Client: WaterAid

  • Bronze: Salesforce Developers YouTube Trust Campaign
  • Agency: Jellyfish
  • Client: Salesforce

Best Thoughtful Marketing Campaign

  • Gold: Twitter Street
  • Agency: RAPP
  • Client: Virgin Media

  • Silver: Hope United
  • Agency: Digitas UK and Saatchi & Saatchi
  • Client: BT Group

  • Bronze: Juxtaposing the Mission to Mars with 'The Girl Who Built A Rocket'
  • Agency: The Kite Factory
  • Client: WaterAid

Best Sustainability Campaign

  • Gold: Hellmann's Animal Crossing
  • Agency: Ogilvy UK and Ogilvy Toronto
  • Client: Hellmann's

  • Silver: IKEA The Sustainable Everyday
  • Agency: RAPP
  • Client: IKEA

  • Bronze: The Feel Good Filter
  • Agency: Aspect Film & Video
  • Client: BRITA UK

Data

Best Use of Data and Insight

  • Gold: The National: The Middle East Explained
  • Agency: MRM
  • Client: The National

  • Silver: My Toolstation
  • Agency: Havas CX helia
  • Client: Toolstation

  • Bronze: The Unseen Stats
  • Agency: Wunderman Thompson UK
  • Client: BT Sport

Best Data Storytelling

  • Gold: The National: The Middle East Explained
  • Agency: MRM
  • Client: The National
  • Silver: War Graves Week
  • Agency: M&C Saatchi
  • Client: The Commonwealth War Graves Commission
  • Bronze: McDonald's Anniversary Programme: Cheers to One Year
  • Agency: Armadillo
  • Client: McDonald's Restaurants UK

Best Use of Marketing Automation

  • Gold: How Varelotteriet (The Danish Lottery) won over the nation
  • Entrant: MAPP
  • Agency: Ambition
  • Client: Varelotteriet (The Danish Lottery)

  • Silver: McDonald's: Feel-Good Customer Journeys
  • Agency: Armadillo
  • Client: McDonald's Restaurants UK

  • Bronze: Real Time Automation and Data Driven Intelligence
  • Client: The Royal Mint

Best Use of AI

  • Gold: The Unseen Stats
  • Agency: Wunderman Thompson UK
  • Client: BT Sport

  • Silver: ReplAI Boosts NPL Social Engagement
  • Agency: Peak Indicators
  • Client: National Premier League Tennis (NPL)












Craft

Best Writing

  • Gold: Let's Talk The Joys of Later Life Sex
  • Agency: Ogilvy UK
  • Client: Relate

  • Silver: the Guardian 200 Years, a Work in Progress
  • Agency: OLIVER Agency
  • Client: the Guardian

  • Bronze: NHS 'Just'
  • Agency: M&C Saatchi
  • Client: NHS / Public Health England

Best Design or Art Direction

  • Gold: Let's Talk The Joys of Later Life Sex
  • Agency: Ogilvy UK
  • Client: Relate

  • Silver: the Guardian 200 Years, a Work in Progress
  • Agency: OLIVER Agency
  • Client: the Guardian

  • Bronze: NHS 'Just'
  • Agency: M&C Saatchi
  • Client: NHS / Public Health England

Best UX

  • Gold: War Graves Week
  • Agency: M&C Saatchi
  • Client: The Commonwealth War Graves Commission

  • Silver: Cadbury Worldwide Hide
  • Agency: VCCP CX
  • Client: Cadbury

  • Bronze: Global ecommerce platform redesign for Moleskine
  • Agency: MullenLowe Profero
  • Client: Moleskine

Best Creative Solution

  • Gold: Long Live The Prince
  • Agency: Engine and EA
  • Client: The Kiyan Prince Foundation

  • Silver: Cadbury Worldwide Hide
  • Agency: VCCP CX
  • Client: Cadbury

  • Bronze: How Dove found Beauty in the time of COVID
  • Agency: Ogilvy UK
  • Client: Dove Masterbrand
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