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DMA Awards Shortlist 2018

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The DMA Awards judges, the toughest in the business, have spoken.

They have whittled the entries down and created a shortlist jam packed with only the strongest campaigns in the industry.

Work that thrives thanks to sizzling creative, razor-sharp strategy and produces jaw-dropping results

Click on the categories below to reveal the shortlist.

Industry Sectors

Automotive

  • Ford Motor Company - Always-on prospect campaign
    • Entrant: Acxiom
    • Agency: GTB
    • Client: Ford Motor Company
  • MINI GDPR Reconsent Campaign
    • Agency: The Brooklyn Brothers
    • Client: MINI UK
  • The Spirit of 59'
    • Agency: Keko London
    • Client: Triumph Motorcycles
  • World's First Digital Car Top Trumps App
    • Agency: Spark44
    • Client: Jaguar Land Rover

Travel and leisure

  • 'Plugging people straight into Nashville'
    • Agency: Ogilvy and Wavemaker
    • Client: British Airways
  • It's Coming Home
    • Agency: Ogilvy and Wavemaker
    • Client: British Airways
  • Long Live The Local
    • Agency: Havas London
    • Client: Britain's Beer Alliance
  • Neilson Ski 2017/18
    • Agency: WDMP
    • Client: Neilson Active Holidays
  • Virgin Holidays Return Home Journey
    • Agency: Proximity London
    • Client: Virgin Holidays

Entertainment, publishing and gaming

  • A Season of Stories at Speed
    • Agency: Ogilvy
    • Client: FORMULA 1
  • China's First Emperor and the Terracotta Warriors
    • Client: National Museums Liverpool
  • The Economist World Cup
    • Agency: Proximity London
    • Client: The Economist
  • The Economist World In 2018
    • Agency: Proximity London
    • Client: The Economist
  • Xbox Design Lab Originals: The Fanchise Model
    • Agency: MRM // McCann and m-united
    • Client: Microsoft

Technology

  • #Findtheadvantage
    • Agency: Ogilvy
    • Client: IBM
  • Innovating Easy
    • Agency: Really B2B
    • Client: NIIT Technologies
  • NTT DATA - Guiding Greatness
    • Agency: bbp agency
    • Client: NTT DATA UK

Utilities and telecommunications

  • #CaseForChange
    • Agency: TMW Unlimited
    • Client: GSMA
  • Joe's Helpdesk
    • Agency: Karmarama
    • Client: Plusnet
  • No one does a 'plus one' like Virgin TV
    • Agency: RAPP UK
    • Client: Virgin Media
  • Smart Meters
    • Agency: Proximity London
    • Client: SSE
  • The Garden Drop
    • Agency: Wunderman
    • Client: BT

Retail

  • Evans Cycles - Return to Gold Hill
    • Agency: Propellernet
    • Client: Evans Cycles
  • Simply Be Perks
    • Agency: Cherry London and Love Creative
    • Client: Simply Be
  • The Ardbeg Festival of Peat & Love
    • Agency: Story UK
    • Client: The Glenmorangie Company
  • Virgin Holidays Peak
    • Agency: Proximity London
    • Client: Virgin Holidays
  • Wanted; Dedicated Followers of Fashion
    • Agency: isobel
    • Client: Hammerson

Financial services

  • Direct Line Personalised Videos
    • Agency: Direct Line
    • Client: Direct Line
  • Monkey Business - Fraud Fighter Tool
    • Agency: OLIVER
    • Client: Barclaycard
  • Switch your situation
    • Agency: Engine, Partners Andrews Aldridge
    • Client: Bacs, Current Account Switch Service
  • Turning pensions into a talking point
    • Agency: Union Direct
    • Client: Scottish Widows
  • Unique personalisation for high value customers
    • Agency: McCann Central
    • Client: Barclays

Health and wellness

  • 50,000 Years Younger Together - how to galvanise a nation to make corporate Britain healthier
    • Agency: OLIVER
    • Client: AXA PPP healthcare
  • Attractive to Cancer
    • Agency: Arthur London
    • Client: World Cancer Research Fund UK
  • Beware of the Bugs Social Media Campaign
    • Agency: Torpedo
    • Client: Valneva UK
  • First Year "My Bupa" Email Journey
    • Entrant: Paragon Customer Communications
    • Client: Bupa

Public sector

  • 'Someone Like You'
    • Agency: Ogilvy
    • Client: PHE
  • Always on, so always stay off
    • Agency: 23red and Fully Focused
    • Client: Network Rail
  • Got 5
    • Agency: MSQ Partners
    • Client: The Electoral Commission
  • This is Belonging
    • Agency: Karmarama
    • Client: Capita for the British Army
  • TV Licensing - Pulse Will You Be In?
    • Agency: Proximity London
    • Client: TV Licensing

Charity

  • A World that's kinder to Animals
    • Agency: Arthur London
    • Client: RSPCA
  • Keep The Noise Up
    • Agency: Proximity London
    • Client: UK Black Pride
  • RNIB Christmas Campaign 2017
    • Agency: Campfire Marketing
    • Client: RNIB
  • The joy of CHAS
    • Agency: Different Kettle
    • Client: Children's Hospice Association Scotland (CHAS)
  • Untapped
    • Agency: GOOD Agency
    • Client: WaterAid

Best B2B

  • Bringing Energy Resilience to life
    • Agency: Earnest
    • Client: Centrica Business Solutions
  • End to End: Stronger Together
    • Agency: The Armstrong Partnership
    • Client: Bucher Emhart Glass
  • Premier Inn Business Booker
    • Agency: Havas helia
    • Client: Premier Inn
  • The Magic of Mail
    • Agency: LIDA
    • Client: Royal Mail MarketReach
  • Volkswagen Commercial Vehicles - Crafter
    • Agency: Proximity London
    • Client: Volkswagen Commercial Vehicles

Best B2C

  • Long Live The Local
    • Agency: Havas London
    • Client: Britain's Beer Alliance
  • Neilson Ski 2017/18
    • Agency: WDMP
    • Client: Neilson Active Holidays
  • Now that's adulting
    • Agency: TMW Unlimited
    • Client: Kinder Bueno
  • Playing cupid for the ideologically suited
    • Agency: OLIVER
    • Client: The Guardian
  • This is Belonging
    • Agency: Karmarama
    • Client: Capita for the British Army


Channels

Best use of email

  • Blue Planet II Promotional Email
    • Agency: Action Rocket
    • Client: BBC
  • McDonald's Monopoly Wiiiin!
    • Agency: Armadillo
    • Client: McDonald's UK
  • SEAT Arona Launch
    • Agency: Proximity London and Merkle
    • Client: SEAT UK
  • The Guardian GDPR - Leave or Remain?
    • Agency: OLIVER
    • Client: The Guardian
  • Virgin Holidays Peak
    • Agency: Proximity London
    • Client: Virgin Holidays

Best use of mobile and connected devices

  • #YayDelay
    • Agency: MullenLowe Group and The Romans
    • Client: Gordon's - Diageo
  • BAND UK Launch
    • Agency: M&C Saatchi Mobile
    • Client: BAND
  • Defying the odds - Using mobile to build brand
    • Agency: Anything is Possible
    • Client: WiseDriving
  • The AJ Lynx Drop
    • Agency: TMW Unlimited
    • Client: Lynx
  • World's First Digital Car Top Trumps App
    • Agency: Spark44
    • Client: Jaguar Land Rover

Best use of search

  • Evans Cycles - Return to Gold Hill
    • Agency: Propellernet
    • Client: Evans Cycles
  • Huawei P20 Pro: how we used Search to take a bite out of Apple
    • Agency: WM Select, Wavemaker
    • Client: Huawei
  • Making Paid Search real-time with the power of Tweets
    • Agency: Merkle | Periscopix
    • Client: Twitter
  • Scaling SEO at speed for Nomads Food Europe
    • Agency: Zenith - Performics
    • Client: Nomad Foods Europe
  • The London Digital Mental Wellbeing Service
    • Agency: Fresh Egg
    • Client: NHS

Best use of social media

  • 'Someone Like You'
    • Agency: Ogilvy
    • Client: PHE
  • #AutoTraderGoals: A disruptive World Cup campaign that captured the hearts and minds of the nation
    • Agency: AmazeRealise and Mynt
    • Client: Auto Trader
  • AMP Lost & Found Festival campaign 2018
    • Agency: Mustard Media
    • Client: Annie Mac Presents: Lost & Found Festival
  • Monkey Business - Fraud Fighter Tool
    • Agency: OLIVER
    • Client: Barclaycard
  • VOXI: Endless Possibilities
    • Agency: Ogilvy and Wavemaker
    • Client: VOXI by Vodafone

Best use of door drops

  • Cruising their way to doordrop heaven
    • Agency: Whistl Doordrop Media
    • Client: P&O Cruises
  • Launch of Cushelle Quilted
    • Entrant: Umbrella and the Letterbox Consultancy
    • Agency: Blue Chip Marketing
    • Client: Essity
  • Mitigating loss of cold DM with a new channel for sustainable growth
    • Agency: Medialab
    • Client: Age UK
  • The Garden Drop
    • Agency: Wunderman
    • Client: BT

Best use of mail

  • Chassis Cab
    • Agency: Proximity London
    • Client: Volkswagen Commercial Vehicles
  • P&O What Next - Spontaneity DM
    • Agency: MRM // McCann
    • Client: P&O Ferries
  • Premier Inn Business Booker
    • Agency: Havas helia
    • Client: Premier Inn
  • Smart Meters
    • Agency: Proximity London
    • Client: SSE
  • TV Licensing - Pulse Will You Be In?
    • Agency: Proximity London
    • Client: TV Licensing

Best use of experiential

  • 'Plugging people straight into Nashville'
    • Agency: Ogilvy and Wavemaker
    • Client: British Airways
  • All aboard the pensions express
    • Agency: Union Direct
    • Client: Scottish Widows
  • Creme Egg Hunting Season - Creme Egg Camp
    • Agency: Elvis
    • Client: Mondelez
  • Monkey Business - Fraud Fighter Tool
    • Agency: OLIVER
    • Client: Barclaycard
  • Ocean of the Future
    • Agency: Ogilvy
    • Client: Greenpeace

Best digital performance

  • #Findtheadvantage
    • Agency: Ogilvy
    • Client: IBM
  • Bacardi William Lawson's Illusions
    • Agency: Proximity London
    • Client: Bacardi Rebel Brands
  • Jo Malone London Omnichannel Communications Programme
    • Agency: The Thread Team
    • Client: Jo Malone London
  • Joe's Helpdesk
    • Agency: Karmarama
    • Client: Plusnet
  • Xbox Design Lab Originals: The Fanchise Model
    • Agency: MRM // McCann and m-united
    • Client: Microsoft

Best out of home

  • EY Robot Experience, Frankfurt Airport
    • Agency: Ogilvy
    • Client: EY
  • It's Coming Home
    • Agency: Ogilvy and Wavemaker
    • Client: British Airways
  • Money Pools
    • Agency: RAPP UK
    • Client: PayPal
  • The Economist World Cup
    • Agency: Proximity London
    • Client: The Economist

Best use of the moving image or audio

  • Attractive to Cancer
    • Agency: Arthur London
    • Client: World Cancer Research Fund UK
  • Domino's New Years Day recovery channel
    • Agency: VCCPme
    • Client: Domino's Pizza
  • Monkey Business - Fraud Fighter Tool
    • Agency: OLIVER
    • Client: Barclaycard
  • Now that's adulting
    • Agency: TMW Unlimited
    • Client: Kinder Bueno
  • This is Belonging
    • Agency: Karmarama
    • Client: Capita for the British Army


Campaigns

Best integrated campaign

  • Ella's Kitchen Weaning Programme
    • Agency: Havas helia
    • Client: Ella's Kitchen
  • Just for you, E.ON
    • Agency: Engine, Partners Andrews Aldridge
    • Client: E.ON
  • The Guardian GDPR - Leave or Remain?
    • Agency: OLIVER
    • Client: The Guardian
  • This is Belonging
    • Agency: Karmarama
    • Client: Capita for the British Army
  • Untapped
    • Agency: GOOD Agency
    • Client: WaterAid

Best launch campaign

  • Freedom Is Electric
    • Agency: Engine
    • Client: E.ON
  • Long Live The Local
    • Agency: Havas London
    • Client: Britain's Beer Alliance
  • Money Pools
    • Agency: RAPP UK
    • Client: PayPal
  • VOXI: Endless Possibilities
    • Agency: Ogilvy and Wavenaker
    • Client: VOXI by Vodafone
  • Xbox Design Lab Originals: The Fanchise Model
    • Agency: MRM // McCann and m-united
    • Client: Microsoft

Best brand building campaign

  • #BetterQuestions
    • Agency: Ogilvy
    • Client: EY
  • Ella's Kitchen Weaning Programme
    • Agency: Havas Helia
    • Client: Ella's Kitchen
  • Everyone back to ours. Changing the story of Hull, UK City of Culture.
    • Agency: Jaywing
    • Client: Hull City of Culture
  • Right there with you
    • Agency: MRM // McCann
    • Client: Cisco
  • The joy of CHAS
    • Agency: Different Kettle
    • Client: Children's Hospice Association Scotland (CHAS)

Best customer acquisition campaign

  • Another Busy Year
    • Agency: Pulse Creative London
    • Client: The Times and The Sunday Times
  • Ella's Kitchen Weaning Programme
    • Agency: Havas helia
    • Client: Ella's Kitchen
  • From social to sales for Jim Beam.
    • Agency: Signal
    • Client: Jim Beam
  • Virgin Holidays Customer Journey
    • Agency: Proximity London
    • Client: Virgin Holidays

Best customer journey

  • Counting Up for Christmas
    • Agency: Table19
    • Client: Sainsbury's
  • Jo Malone London Omnichannel Communications Programme
    • Agency: The Thread Team
    • Client: Jo Malone London
  • No one does a 'plus one' like Virgin TV
    • Agency: RAPP UK
    • Client: Virgin Media
  • Virgin Holidays Customer Journey
    • Agency: Proximity London
    • Client: Virgin Holidays
  • Whodunnit?
    • Agency: GOOD Agency
    • Client: Macmillan

Best loyalty or CRM programme

  • Good to Go
    • Agency: Digitas
    • Client: AA
  • Shell Drivers Club B2B
    • Agency: Wunderman
    • Client: Shell
  • Simply Be Perks
    • Agency: Cherry London and Love Creative
    • Client: Simply Be
  • Sun Savers
    • Client: The Sun
  • Virgin Holidays Customer Journey
    • Agency: Proximity London
    • Client: Virgin Holidays


Craft

Best writing

  • A World that's kinder to Animals
    • Agency: Arthur London
    • Client: RSPCA
  • I'm her mum
    • Agency: GOOD Agency
    • Client: NSPCC
  • Just for you, E.ON
    • Agency: Engine, Partners Andrews Aldridge
    • Client: E.ON
  • P&O What Next - Spontaneity DM
    • Agency: MRM // McCann
    • Client: P&O Ferries
  • The Economist World Cup
    • Agency: Proximity London
    • Client: The Economist

Best design or art direction

  • Another Busy Year
    • Agency: Pulse Creative London
    • Client: The Times and The Sunday Times
  • Bacardi William Lawson's Illusions
    • Agency: Proximity London
    • Client: Bacardi Rebel Brands
  • It's Coming Home
    • Agency: Ogilvy and Wavemaker
    • Client: British Airways
  • Long Live The Local
    • Agency: Havas London
    • Client: Britain's Beer Alliance
  • VOXI: Endless Possibilities
    • Agency: Ogilvy and Wavemaker
    • Client: VOXI by Vodafone

Best data strategy

  • #YayDelay
    • Agency: MullenLowe Group and The Romans
    • Client: Gordon's - Diageo
  • A data-based strategy to shape a user-centric customer journey
    • Agency: Numberly
    • Client: Lacoste
  • Engagement Hub - personalising customer communications across all touchpoints
    • Agency: R-cubed
    • Client: Ageas
  • Joe's Helpdesk
    • Agency: Karmarama
    • Client: Plusnet

Best digital experience

  • No one does a 'plus one' like Virgin TV
    • Agency: RAPP UK
    • Client: Virgin Media
  • The AJ Lynx Drop
    • Agency: TMW Unlimited
    • Client: Lynx
  • Transforming the online donation journey for NSPCC
    • Agency: WPN Chameleon
    • Client: NSPCC
  • Unique personalisation for high value customers
    • Agency: McCann Central
    • Client: Barclays

Best creative solution

  • 'Someone Like You'
    • Agency: Ogilvy
    • Client: PHE
  • Domino's New Years Day recovery channel
    • Agency: VCCPme
    • Client: Domino's Pizza
  • Monkey Business - Fraud Fighter Tool
    • Agency: OLIVER
    • Client: Barclaycard
  • Xbox Design Lab Originals: The Fanchise Model
    • Agency: MRM // McCann and m-united
    • Client: Microsoft


Special

Best GDPR communication

  • Goodbye Boring, Hello to Exciting Communications from Suzuki
    • Agency: Emerald Thinking
    • Client: Suzuki UK
  • Keep you safe, keep your data safe
    • Agency: MRM // McCann
    • Client: Easyjet
  • Reconsenting in Style
    • Agency: RAPP UK
    • Client: ASOS
  • Say YES for Children: Unicef's marketing permissions campaign
    • Agency: Open Creates and 2CV
    • Client: Unicef UK
  • The Guardian GDPR - Leave or Remain?
    • Agency: OLIVER
    • Client: The Guardian
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