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DMA Awards Shortlist 2021

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See what campaigns have a chance to #GoFurther this year.

The coolest ideas, a brilliant plan, and perfect execution will get your far – a DMA Award will get you further.

Uncover the campaigns you need to know about: work that moved people, made a difference, and defied expectations.

Our experts Judges have peeled the layers underneath captivating creativity, sizzling strategy, and remarkable results, with only the strongest left still standing.

The result is the DMA Awards 2021 Shortlist.

Click on the categories below to reveal the shortlisted work.

Industry Sectors

Automotive

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

  • Love Searching for the One
    • Agency: TMW Unlimited
    • Client: YesAuto

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

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

  • Power of Two
    • Agency: Digitas UK
    • Client: Lexus UK

Travel and Leisure

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

  • easyJet Holidoorways
    • Agency: VCCP
    • Client: easyJet

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

  • Staycation Sven
    • Agency: RAPP
    • Client: IKEA

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

Entertainment, Music and Publishing

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

  • Actions speak louder than words
    • Agency: St Luke's
    • Client: DMG Media

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

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

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

Sports

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

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

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

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

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

Utilities and Telecommunications

    • Breaking the Great British Smile Drought
      • Agency: RAPP
      • Client: Virgin Media
  • Eyes On
    • Agency: TMW Unlimited
    • Client: VOXI

  • Laser-focused Fibre to Premise acquisition
    • Agency: Go Inspire Group
    • Client: TalkTalk

  • Sky Disruptive DM - Innovative Mail Journey
    • Agency: The Lettershop Limited
    • Client: Sky

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

Retail and E-commerce

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

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

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

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

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

Financial Services

  • How a Balance Transfer Sparked Joy
    • Agency: OLIVER Agency and Kode Media
    • Client: Barclaycard

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

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

  • The Practice Room
    • Agency: MBAstack
    • Client: ACCA

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

Public Sector

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

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

  • FOR THE HOPES OF DAMI: A campaign for our youth
    • Agency: MRM
    • Client: Hope Collective

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

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

Charity

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

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

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

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

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

Best B2B

  • Business payment fraud - don't fall prey to the hidden threat
    • Agency: psLondon
    • Client: Bottomline Technologies

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

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

  • Project Open
    • Agency: TMW Unlimited
    • Client: Coca-Cola

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

Best B2C

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

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

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

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

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

Channels

Best Use of Email

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

  • Co-op CRM Membership Welcome Programme
    • Agency: teamitg
    • Client: Co-op

  • Putting Formula 1 back on track
    • Agency: Ogilvy UK
    • Client: Formula 1
  • We Are The NHS: Then, Now, Always
    • Agency: MullenLowe Profero
    • Client: NHS England

Best Use of Social Media

  • Barbie: Benefits of Doll Play
    • Agency: Ogilvy UK
    • Client: Mattel, Inc

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

  • Combating online hate with BT Hope United
    • Agency: Essence
    • Client: BT

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

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

Best Use of Unaddressed Print

  • Pawfecting the art of inserts for James Wellbeloved
    • Agency: Edit
    • Client: James Wellbeloved

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

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

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

Best Use of Mail

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

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

  • Land Rover Defender 'Life at 45 Degrees'
    • Agency: Edit and Spark44
    • Client: Jaguar Land Rover

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

  • Sky Disruptive DM - Innovative Mail Journey
    • Entrant: The Lettershop Group
    • Client: Sky

Best Use of Out of Home

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

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

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

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

Best Use of Film, Video or Moving Image

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

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

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

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

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

Best Use of Voice or Audio

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

  • Awaken your ambition
    • Agency: Havas CX helia
    • Client: The Open University

  • Journey of the Unknown Warrior
    • Agency: TMW Unlimited
    • Client: Westminster City Council

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

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

Campaigns

Best Integrated Campaign

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

  • Census: It's About Us
    • Agency: M&C Saatchi
    • Client: Census

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

  • McDonald's: I'm Lovin' It Live
    • Agency: Armadillo and Leo Burnett UK
    • Client: McDonald's Restaurants UK Ltd

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

Best Launch Campaign

  • Cadbury Twirl Orange Presale
    • Agency: VCCP
    • Client: Mondeldez

  • Co-op Membership Proposition Relaunch
    • Agency: teamitg
    • Client: Co-op

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

  • New Land Rover Discovery
    • Agency: Spark44 and dentsu X
    • Client: Land Rover

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

Best Brand Building Campaign

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

  • Here for you
    • Entrant: Huddle
    • Client: Blue Light Card

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

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

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

Best Customer Acquisition Campaign

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

  • Helping the nation 'find the one' at Cheltenham Festival
    • Agency:BBH London and the7stars
    • Client: Ladbrokes

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

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

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

Best Customer Journey

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

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

  • Land Rover Defender ‘Life at 45 Degrees’
    • Agency: Edit and Spark
    • Client: Jaguar Land Rover

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

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

Best Customer Retention or Loyalty Programme

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

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

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

  • Lidl Plus
    • Agency: Mando-Connect
    • Client: Lidl

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

Best Performance Marketing Activity

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

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

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

Best Thoughtful Marketing Campaign

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

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

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

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

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

Best Sustainability Campaign

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

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

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

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

Data

Best Use of Data and Insight

  • How our data-fuelled imagination made it a Christmas to remember
    • Agency: RAPP
    • Client: PayPal
    • My Toolstation
      • Agency: Havas CX helia
      • Client: Toolstation

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

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

  • WALL's, Melting Coupons
    • Agency: OLIVER / U-Studio
    • Client: Unilever

Best Data Storytelling

  • McDonald's Anniversary Programme: Cheers to One Year
    • Agency: Armadillo
    • Client: McDonald's Restaurants UK Ltd

  • Scrolling Down Memory Lane with Our Customers
    • Agency: Sky Creative Agency
    • Client: Sky

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

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

  • Your Best Bits
    • Agency: RAPP
    • Client: Virgin Media

Best Use of Marketing Automation

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

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

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

  • Transforming Clearing 2020 with Hybrid Search and Clearing Monitor
    • Agency: Anything is Possible
    • Client: City, University of London

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

Best Use of AI

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

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

Craft

Best Writing

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

  • Discovery Family Adventure Series
    • Agency: Spark44
    • Client: Jaguar Land Rover

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

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

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

Best Design or Art Direction

  • Discovery Family Adventure Series
    • Agency: Spark44
    • Client: Jaguar Land Rover

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

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

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

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

Best Creative Solution

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

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

  • Journey of the Unknown Warrior
    • Agency: TMW Unlimited
    • Client: Westminster City Council

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

  • Talk Miscarriage
    • Agency: MRM
    • Client: Miscarriage Association

Best UX

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

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

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