LONDON: This Girl Can, a campaign devised by FCB Inferno for Sport England, has won the Grand Prix at the 2015 APG Creative Strategy Awards.
A total of 25 campaigns were honoured by the Account Planning Group's biennial awards, with six Golds, eight Silvers and 11 Bronzes presented last Friday evening at an event in London.
The Grand Prix paper showed how Sport England, the UK government agency for grassroots sport, reshaped the way women think about exercise with an online video and social media-led campaign.
An emotional campaign focused on women's fear of judgment while exercising and presented an alternative to the mainstream representation of an active woman and gained over 31.4m views with many women reporting they were taking more exercise and feeling more confident as a result.
Female empowerment was a feature of another Gold winner: Always, the feminine hygiene brand, changed a negative stereotype about what it is to be a girl with its #LikeaGirl campaign.
A social experiment created by Leo Burnett London contrasted the differing attitudes of adults to the instruction to do something "like a girl" – they took it to mean "silly" or "not good enough" – with those of prepubescent girls – who did the best they could.
A video was widely shared online with a version also shown during the Super Bowl, leading to purchase intent increasing up to 92%.
Other Gold winners included British Airways with Visit Mum, an emotional campaign by Ogilvy & Mather New York, that shifted the category conventions away from price and product to focus on the role of an airline in people's lives.
For insurance company Direct Line, Saatchi & Saatchi reached back to Quentin Tarantino's Pulp Fiction movie with a campaign featuring Harvey Keitel as the fixer who ensures stolen goods are replaced and crashed cars repaired.
AMV BBDO adapted the Guinness tagline Made of More to Made of Black in order to explore what being black means in Africa and to reinvent the beer brand for a younger generation of drinkers.
When UK mobile operator Three introduced a no-roaming charges service plan, Wieden + Kennedy came up with the #holidayspam campaign, focused on apologising to non-customers for the over-sharing of holiday photos by Three customers.
Data sourced from Account Planning Group; additional content by Warc staff