APG Creative Strategy Awards 2017
In association with Google
This year we asked you to show us how creative strategic thinking can have a transformational effect on business, brands and culture.
These winning cases show not only how transformational brilliant strategy can be, but why it's at the heart of breakthrough creativity.
Congratulations to you all!
Gold & Grand Prix
Agency: BBDO New York and BBDO San Francisco
Planned by: Alaina Crystal and Crystal Rix
Imagine the Possibilities
Barbie is an icon, but one that had started to lose its appeal and sales. This paper demonstrates how simply spotting, reclaiming and reinterpreting the brand’s original raison d'etre for today’s cultural conversation lead to landmark product innovation and communications.
Denise Williams Prize for Best Performance to the Judges
Beats by Dre
Agency: R/GA, London
Planned by: Simon Wassef and Stephen Pirrie
How the power of music led Beats to victory
Once upon a time Beats by Dre weren’t cool. Now they’ve been bought by Apple for US $3bn. This paper shows how that transformation happened, thanks to strategy identifying the most emotionally powerful thing about music wasn’t tech specs, it was giving you the ability to focus. And then focusing on that, long-term.
Cancer Research UK
Agency: Anomaly UK
Planned by: Ant Harris and Stuart Smith
Battling Cancer Right Now
Cancer UK is a big important charity doing big important work to eradicate the ‘Big C’. This paper demonstrates how planning realised big was the enemy, and that the key to unlocking more response was to get smaller and more intimate in creative, in media and in the production. The result was 400+ ads with 39% increase in donations.
The Nursery Prize for Best Brand-Building Insight
Change Please (The Big Issue)
Agency: FCB Inferno, London
Planned by: Chris Baker
Change where you buy your coffee and change the world
Change Please is a new coffee brand launched in partnership with the Big Issue that was inspired, refined and successfully launched thanks to a planner who spotted an opportunity to help homeless people by changing where and how people shopped for coffee - and then made it happen.
Google Planning Innovator Award
Agency: MEC UK
Planned by: Pete Buckley and Richard Bartlett
"Fellow parents! If you want a shock, download the Sugar Smart app!!!”
In order to reduce the amount of sugar children consumed, Change4Life focused its core messaging on a digital app – a world first for public health marketing. This paper shows how strategy was central to the initiative through identifying the importance of visualising sugar, and making it personal to people.
Agency: Now, London
Planned by: Amelia Wood and Kate Waters
Bringing Out the Scientist in Kids
Explorify is a new digital service aimed at inspiring the next generation of children to be scientists. This paper shows how brave strategic thinking went against convention from education experts to shape innovative product design, branding, customer experience and launch strategy - with huge success.
Firefish Prize for Unconventional Thinking
John Lewis Christmas
Planned by: Martin Beverley, David Golding, Les Binet and David Bratt
The gift that keeps on giving
In recent years, John Lewis has won a very special place in peoples hearts for its Christmas communications as much as for its exceptional retail experience. This paper demonstrates how incisive new thinking positioning the brand as ‘the home of thoughtful gifting’ at Xmas directly lead to communications which have kept raising the creative bar year after year and transformed the business’ long-term fortunes.
ITV Prize for Best Commercial Impact
BBC Asian Network
Agency: 101 London
Planned by: Clare Hutchinson
How cultural immersion inspired the sound of a new generation
BBC’s Asian Network radio station had falling listener numbers. This paper shows how planning went on a journey of cultural immersion to get under the skin of how young British Asians defined their generation through ‘bothness’, and then rebuilt the station’s entire remit & identity around this truth resulting in a record number of listeners.
Agency: Ogilvy & Mather, London
Planned by: Marie Maurer
These girls did, so others could
Dove’s ‘campaign for real beauty’ is one of the most celebrated campaigns of the last decade. This is the story of how the brand changes culture rather than just reflecting it, thanks to restless planning that identifies new cultural orthodoxies to challenge in order to answer the question ‘what do we want the truth to be.’
John Lewis Insurance
Planned by: Tom Sussman
From trading off the brand's name, To learning how to transplant the brand's heart