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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...
APG Creative Strategy Awards Shortlist 2021
Beagle Street Life Insurance
Seeing the light because of the dark
Planned by:
Andrew Gibson
Agency:
Creature
Cadbury: Twirl Orange
Twirl Orange: Don’t sell, pre-sell
Planned by:
Luke Alexander-Grose & Oliver Waterstone
Agency:
VCCP London
Childline
Under The Skin: Connecting Childline to a New Generation
Planned by:
Kit Altin & Sam Dempsey
Agency:
The Gate London
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
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
IKEA UK & Ireland
IKEA: Bursting the Christmas Bauble (AKA The first Christmas campaign for IKEA)
Planned by:
Scarlett Spence & Imogen Carter
Agency:
Mother London
KFC UK & Ireland
KFC: The Godfather of Fried Chicken
Planned by:
Tatiana Jezierski, Neasa McGuinness, Jack Farrelly & Chris Gallery
Agency:
Mother London
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
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
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
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
Taylors Coffee
The Power of Obvious
Planned by:
Loz Horner
Agency:
Lucky Generals
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
Cadbury
Donating Words
Planned by:
Oliver Waterstone & Sophie Kerbegian
Agency:
VCCP London
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
eve Sleep
'Switch Off'
Planned by:
Andrew Gibson
Agency:
Creature
GambleAware
How we outed and paused mindless betting
Planned by:
Sophie Lean & Carole Raeber
Agency:
M&C Saatchi London
IAMS
IAMS NOSEiD: How Planning Can Broaden Its Role To Find New Relevance
Planned by:
Kit Owens, Nick Hirst & Rafael Guper
Agency:
adam&eveDDB
KFC Global
KFC: It’s _______ _____ Good
Planned by:
Tatiana Jezierski, Neasa McGuinness, Jack Farrelly, Pippa Morris & Chris Gallery
Agency:
Mother London