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APG Creative Strategy Awards 2023

View the winners here

The Shortlist

We are delighted to announce the shortlist for the 2023 APG Creative Strategy Awards.

 

The Chair of Shortlisters is Martin Beverley, CSO at adam&eveDDB. This is what he had to say: 

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The APG Creative Strategy Awards shortlist represents the best of our discipline and aims to help us all get better. 


This year we had the highest ever number of entries and the highest ever standard, making it harder than ever to make the shortlist.  And a major achievement for those whose papers won through.

 

In fact, fewer than 1 in 5 papers were shortlisted, which we hope is some consolation to the those who weren't lucky enough to make the cut. 

 

Building on the theme 'Creative Strategy Works', the shortlist represents an array of how creative strategy works in all its shapes and forms from the widest array of agencies in the UK and internationally.

 

There are examples of heartbreaking insights, distinctive brand assets, social media storms, diversity, equity and inclusion, long term brand effectiveness, and purpose work that works. 

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There are also pasta puns, dog jingles, raised eyebrows, old people having sex, religious pilgrimages, buckets of chicken, Chief Hybrid Officers, bumholes, social-distancing teapots, menopauses and dead people coming back to life. 

 

So, we hope there's something for everyone.

 

And everything on the shortlist has something we can all learn from.

 

Thank you to everyone who submitted a paper and thank you to the shortlisting panel who loved reading them all.

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Boots and No7

Boots Menopause: Real Change Comes From Within

Author:

Marsha Tunkel-Somers

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Supporting Authors:

Anna Vogt & Chris Baker

Agency:

VMLY&R, The Pharm

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Cadbury Dairy Milk Fingers

CYNICISM: HELP OR HINDRANCE? How cynicism helped Cadbury Fingers encourage the nation to learn some British Sign Language

Authors:

Xanthe Fuller & Andy Nicholls

Agency:

VCCP

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EA SPORTS FIFA

EA SPORTS: Tackling the biggest anomaly in football

Author:

David Mortimer

Agency:

adam&eveDDB

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Hey Girls

Seeing Red

Author:

Milla McPhee

Agency:

adam&eveDDB

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Macmillan Cancer Support

Doing whatever it takes

Author:

Sam Williams

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Supporting Author:

Tom White

Agency:

AMVBBDO

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McDonald's

The Brains Behind The Brows

Author:

Joe Beveridge

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Supporting Authors:

Tom Sussman & Mike Treharne

Agency:

Leo Burnett

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MINI

Why MINI opened its doors to paws.

Author:

Jonny Ewles

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Supporting Author:

Rebecca Brett and Catherine Willoughby

Agency:

Media Monks

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Partners Life New Zealand

The Eulogy of ‘The Last Performance’

Authors:

Rory Gallery & Jolene D'Souza

 

Supporting Author:

Emily Harlock

Agency:

Special

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Replens

Sex Never Gets Old: The Power of Noticing

Author:

Kit Altin​

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Supporting Author:

Bruno Carramaschi

Agency:

The Gate London

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Tesco Mobile

How an underdog took on the category bullies by weaponising pasta

Authors:

Richard Madden and Alex Elder 

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Supporting Author:

Rachel Swift, Emma Herridge and Zea Westwick (Tesco Mobile)

Agency:

BBH

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Butlin's

How Butlin’s stepped off the stage to become a star

Author:

Nic Willison

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Supporting Authors:

Joe Beveridge, Mike Treharne & Tom Sussman

Agency:

Leo Burnett

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CALM x ITV

The Last Photo: How Planning Changed the Face of Suicide Awareness

Author:

Will Grundy

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Supporting Author:

James MacAskill

Agency:

adam&eveDDB

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Flora Plant

Flora Plant B+tter. Challenging the norm.

Author:

Joan Devereux

Agency:

Pablo

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International Paralympics Committee

#WeThe15: The story of the biggest human rights movement for persons with disabilities in history.

Authors:

Lisa Stoney & Liora Ingram

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Supporting Authors:

Sarah Benson, Claire Strickett, Craig Spence, Will Grundy & Milla McPhee

Agency:

adam&eveDDB

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Mayor of London

Having a Word with Men: How two strategists unravelled the male psyche to tackle violence against women and girls in London

Author:

Bianca Novaes

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Supporting Author:

Tara Austin

Agency:

Ogilvy UK

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Microsoft

The Future of Work

Author:

Martijn Nieuwenhuis

Agency:

Edelman, The Netherlands

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Müller Corner

You say it best when you say nothing at all: adopting the Ronan Keating approach to reviving an icon

Author:

Luke Stockil

Agency:

VCCP

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Relate

How not beating around the bush got the over 65s to talk about STIs

Author:

Rob Sandford

Agency:

Ogilvy UK

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Schmackos

Sales Go Wacko for Schmackos

Author:

Jack Spicer

Agency:

adam&EveDDB

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Vitalon Foods

Super Supau: The sports drink that sponsored a pilgrimage

Author:

Kimmy Lin

Agency:

Zenith, Taiwan

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Anusol

Bum’s The Word, Don’t Follow The Herd: The Value of Challenging the Reinvention Convention

Author:

Kit Altin​

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Supporting Author:

Bruno Carramaschi

Agency:

The Gate London

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McDonald's

Are you #ReindeerReady? The story of the other Christmas carrot

Author:

Hamish Cameron

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Supporting Authors:

Tom Sussman & Mike Treharne

Agency:

Leo Burnett

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The British Army

The British Army & Account Planning: We’re More Alike Than You Think

Author:

Amy Gilmore

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Supporting Authors:

Rachael Quarmby & Rhonwen Lally

Agency:

Accenture Song

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KFC

The Colonel Strikes Back: 6 years of taking on the Empire

Author:

Jack Farrelly

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Supporting Authors:

Neasa McGuinness, Jack Carrington, Tatiana Jezierski & Chris Gallery

Agency:

Mother London

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Skittles

Skittles + Pride: From retail activation to cultural phenomenon

Author:

David Mortimer

Agency:

adam&eveDDB

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Yorkshire Tea

Long term brand building done proper

Author:

Loz Horner

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Supporting Authors:

Matt Gainsford & Myles Manyonda

Agency:

Lucky Generals

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