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APG Creative Strategy Awards 2015

In association with Google

For the 2015 APG Creative Strategy Awards we intend, as always, to award strategic excellence. But we also wish to showcase how strategy is changing and evolving to meet the demands of a changing and evolving world and how great strategy can be the most effective way to navigate and succeed in the new world.


So for 2015 we put an extra emphasis on 'strategies with influence'. By this, we mean:

'Cases that show the influence of strategic thinking not just on the creative idea or campaign but also show how it influenced - or continues to influence - brand, consumers, categories, employees or the wider society and world around us'



This Girl Can


Title: This Girl Can: giving judgement the finger
Summation: This is a campaign operating at a fundamentally cultural level; an example to every brand that the real solution to a communications problem lays in human empathy not magical technology. Peeling back barriers to enable an open and aspirational communication, this campaign not only overturned perceptions of women in sport, but women’s own perceptions of themselves, and what they can achieve. It is hard to overstate the importance of this campaign, and its influence.


Planned by: Nicola Willison and Vicki Holgate

Agency: FCB Inferno, London
Client: Sport England

This Girl Can_APG Awards Winner


Award for Precision Planning

World Animal Protection


Title: Why shout to the masses when you can talk to the few that matter?
Summation: Convincing people that animal entertainment is animal abuse isn’t easy. This clever campaign didn’t start with the notion of a broad awareness campaign, but focused its attention on search, and specifically on those who were about to book a ticket. It’s an example of turning the planning process inside out – instead of challenging people’s perceptions in order to change their behaviour, it challenged their behaviour in order to change their attitudes.


Planned by: Damien Le Castrec

Agency: Bartle Bogle Hegarty

Client: World Animal Protection

World Animal Protection.png


Barclays Premier League


Title: #YouAreFootball: A new way to bring true fans closer

Summation: This is the story of how sponsorship had to get smart. It shows the move from “push” to “pull” marketing; an approach that puts the consumer, not the corporation, at the heart of the communications. This is a content strategy that really did put fans closer to football and the players, which in turn led to increased levels of trust and consideration.
Planned by: Thomas Henry
Agency: DARE, London
Client: Barclays


Barclays Premier League.jpg

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