APG Creative Strategy Awards 2019
In association with Google
Thank you to all of you who entered the APG Creative Strategy Awards this year and for contributing to an amazing body of thinking. The standard was very high. We began with 117 papers and have shortlisted 27 wonderful examples of pure creative strategy. That includes four brilliant examples of long term strategic thinking, reflecting the valuable contribution that planners make to brands over time.
We are delighted to announce the winners.
Bodyform/Libresse
There will be blood. And vulvas.
Margaux Revol & Bridget Angear
Google Special Prize for Creative Bravery
Stephen King Strategy Agency of the Year
Won jointly by Mother London and adam&eveDDB
Dosist
5,000 Years In The Making
Gareth Goodall, Tara Goutermout
& Jason Deland
KFC - New Fries
Haters Gonna Hate, Use Them As Bait. KFC's New Fries Campaign
Pippa Morris, Vairi MacLennan, Tatiana Jezierski & Chris Gallery
Mothercare
How we put care for parents back at the heart of Mothercare
Chris Turner & Ali Wynter
FIFA
How Planning Changed the Game
Martin Beverley & David Mortimer
Marmite
Martin Beverley & Will Grundy
Which?
From Kettle Reviews to Fake News: The Re-invention of Which?
Bhavin Pabari & Matt Gladstone
C.A.L.M.
The Picture Worth A Thousand Ads: How briefing for an image, not an idea, transformed the way the UK treats male suicide
Ella's Kitchen
Clare Hutchinson & Clare Phayer
Greenpeace
There’s a Rang-tan in Our Awards Entry: How We Took Palm Oil from Obscurity to Centre Stage
Marcus Watson & Katie Mackay-Sinclair
Optrex
From 'Dry Eye' To 'Screen Eyes'
Capita for the British Army
Who Dares Wins: An Unexpected Approach to Army Recruitment
Rhonwen Lally & Matthew Waksman
The Global Fund
Moralising Fast and Slow - How we Deployed ‘The Archers of Africa’ to Dissipate Prejudice
Sarah Streator Brown and Richard Storey
HSBC
A global citizen rediscovers its voice in a changing Britain
Omar El-Gammal & Eleanor Metcalf
Skittles
How we earned Pride of place on supermarket shelves
COLLUSION
Strategy for the coming age
Lucy Jameson (Uncommon); Melissa Reeve (COLLUSION); Sarah Booth (ASOS); Sally Weavers (Craft Media); Joanna Trippett (Byte); Sophie Jewes (Starworks)
KFC - Crisis to Comeback
How strategy led KFC from crisis to comeback
Shaun Murphy, Neasa McGuinness, Pippa Morris & Chris Gallery
The Trash Isles
Ensuring the world’s first country made of trash is its last
Rob Sellars, Alaina Crystal & Craig Mawdsley
Tide
#Tide ad: How a detergent won the superbowl
Wanda Pogue & Nayantara Mukherji
ellaOne
How role play transformed the morning after
National Safety Council
Stopping Everyday Killers
Lauren Brown & Larry Gies
The United Nations
Putting the world's people back at the heart of the United Nations
Aisling Ryan, Gemma Bardsley, Claire Brayshay, Alex Bousquet-Chavanne & Amy Gilmore
Yorkshire Tea
Planning done proper - The story of the Yorkshire Tea campaign
APG Long Term Thinking Category
Audi
Remixing Audi to Hit the Top Spot
Tom Patterson, Will Lion, Thomas Gwin, Sofia Bodger & Ben Shaw
IKEA
The Wonderful Everyday - Six years and counting
Kieran Bradshaw & Katie Mackay-Sinclair
Change4Life
Richard Storey, Frances Docx & Rachel Pearson
Snickers
You're not you when you're hungry
Elly Fenlon, Alaina Crystal and James Miller
Special Prizes and Sponsors
Google Prize for Creative Bravery
Margaux Revol & Bridget Angear of AMV BBDO for Bodyform/Libresse
Denise Williams Prize for Best Performance in front of the Judges
Bhavin Pabari of GREY London for Which?
Nursery Prize for Brand Development
Gareth Goodall, Tara Goutermout & Jason Deland of Anomaly New York for Dosist
Firefish Award for Unconventional Thinking
Pippa Morris, Vairi MacLennan, Tatiana Jezierski & Chris Gallery of Mother London for KFC - New Fries
Prize for Social Impact
Richard Storey, Frances Docx & Rachel Pearson of M&C Saatchi for Change 4 Life
Best Written Paper
Clare Hutchinson & Clare Phayer of Havas London for Ella's Kitchen
For 25 years the APG has celebrated and recognised the very best in creative strategy: Strategy that has defined and redefined brands, unlocked growth, and changed behaviour through the sheer creative brilliance of thought, output and outcome.
For the 2019 Awards, we are celebrating Creative Strategy at its purest. ‘Creative Strategy’ is the theme for the awards. We’re looking for the most exciting, the most ‘I wish I’d done that’, creatively inspiring thinking on the planet.
