APG Creative Strategy Awards 2021

We are delighted to announce the Shortlist for the 2021 APG Creative Strategy Awards in association with Google. 

 

A huge thank you to the exceptional number of entrants we had this year, and to the superb judges, who undertook their responsibilities with such intelligence, rigour and fairness. 

 

The Chair of Shortlisters is Michael Lee, CSO at VCCP. This is what he had to say: 

 

"Writing awards papers at any time is a feat in itself, but in a year when the workload for many strategists increased significantly, and the challenge of working remotely in isolation multiplied the difficulty of the task, to have received such a high volume of exceptional entries was an utter revelation. In recognition of the sheer quality of the entries, we have awarded more papers than we have in previous years, especially with the Long Term Thinking entries. 

 

We have a shortlist packed full of interesting case studies of all shapes and sizes, with an unprecedented (sorry!) range of stories of how planners are using their unique skills and perspectives to influence and shape not just the usual brilliant advertising campaigns, but to make crucial contributions to the development of some outstanding products, services and experiences. It all leaves me very optimistic that we have a bright and exciting future ahead of us.”

Congratulations to the shortlisted authors who go on to the final judging stage of the competition in September...

Awards Bulb.png
APG Awards Ceremony & Party
14th October 2021
6pm-9pm
11 Cavendish Square
APG Creative Strategy Awards Shortlist 2021
Dosist.png

Beagle Street Life Insurance

Seeing the light because of the dark

Planned by:

Andrew Gibson

Agency:

Creature

Dosist.png

Cadbury: Twirl Orange

Twirl Orange: Don’t sell, pre-sell

Planned by:

Luke Alexander-Grose & Oliver Waterstone

Agency:

VCCP London

Dosist.png

Childline

Under The Skin: Connecting Childline to a New Generation

Planned by:

Kit Altin & Sam Dempsey

Agency:

The Gate London

Dosist.png

Formula E

Turning defence into attack: How Formula E built a new fanbase by embracing its biggest weakness

Planned by:

Peter Wilson & Matt Rebeiro

Agency:

Iris London

Dosist.png

Guinness

The Guinness for when you’re not drinking Guinness: how we rebranded tap water to tackle responsible drinking.

Planned by:

David Edwards, Lisa Stoney, Craig Mawdsley, Nick Andrew, & Alison Falconer

Agency:

AMV BBDO

Dosist.png

IKEA UK & Ireland

IKEA: Bursting the Christmas Bauble (AKA The first Christmas campaign for IKEA)

Planned by:

Scarlett Spence & Imogen Carter

Agency:

Mother London

Dosist.png

KFC UK & Ireland

KFC: The Godfather of Fried Chicken

Planned by:

Tatiana Jezierski, Neasa McGuinness, Jack Farrelly & Chris Gallery

Agency:

Mother London

Dosist.png

Cereal Partners Worldwide

Smells like teen spirit: How Lion Cereal turned teenage anger into brand affection

Planned by:

Danielle Bedin, Melanie Eckersley & Jack Farrelly

Agency:

Mother London

Dosist.png

Lurpak

When life gives you lemons, make lemon meringue pie: How Lurpak showed the world the power of good food, at a time it was needed the most

Planned by:

Rory Foster & Huw Devine

Agency:

Wieden + Kennedy London

Dosist.png

O2

The ultimate test of character: how strategy shaped a robot who could do it all

Planned by:

Gemma Smyth & Alex Scott-Malden

Agency:

VCCP London

Dosist.png

Quorn

Re-thinking Planning For The Coming Storm: how planning can help the planet, one brand at a time

Planned by:

Siân Iles & Will Grundy

Agency:

adam&eveDDB

Dosist.png

Taylors Coffee

The Power of Obvious

Planned by:

Loz Horner

Agency:

Lucky Generals

Dosist.png

The British Army

How we helped the next generation find confidence that lasts in the British Army

Planned by:

Rhonwen Lally

Agency:

Karmarama, part of Accenture Interactive

Dosist.png

Cadbury

Donating Words

Planned by:

Oliver Waterstone & Sophie Kerbegian

Agency:

VCCP London

Dosist.png

Castello Global

From Good to Grate: How we transformed a cheese brand by transforming how it talks about taste

Planned by:

Leoni Simon & Jack Farrelly

Agency:

Mother London

Dosist.png

eve Sleep

'Switch Off'

Planned by:

Andrew Gibson

Agency:

Creature

Dosist.png

GambleAware

How we outed and paused mindless betting

Planned by:

Sophie Lean & Carole Raeber

Agency:

M&C Saatchi London

Dosist.png

IAMS

IAMS NOSEiD: How Planning Can Broaden Its Role To Find New Relevance

Planned by:

Kit Owens, Nick Hirst & Rafael Guper

Agency:

adam&eveDDB

Dosist.png

KFC Global

KFC: It’s _______ _____ Good

Planned by:

Tatiana Jezierski, Neasa McGuinness, Jack Farrelly, Pippa Morris & Chris Gallery

Agency:

Mother London