LONDON: A campaign created for the UK government by corporate communications consultancy Radley Yeldar has won the Grand Prix at the DBA Design Effectiveness Awards.
The awards are unique in focusing on the commercial results of design and Andrew Summers, chairing the judging panel, praised a diverse shortlist which he said demonstrated "the wide-ranging impact design is increasingly wielding across many different sectors of industry and areas of activity".
Warc subscribers can read all the winning entries here.
The winning GREAT Britain campaign sought to develop a consistent approach to country branding and cooperation when promoting the UK overseas – something that had not previously existed – whether that was as a destination for tourism, education or inward investment.
With a budget of £3.3m, Radley Yeldar created new brand principles and a flexible brand framework that were codified into comprehensive scripts and guidelines to be used internationally.
The campaign claimed a £1.2bn direct return to the economy, a 58% rise in the GREAT brand value and 4th place in the Nation Brand Index.
A total of 19 Golds, 21 Silvers and 21 Bronzes were presented to the shortlisted 61 entries at an event in London's Tobacco Dock last week.
Seven of the Golds went to brands in the food producers category, with BrandOpus – whose own London office recently picked up a design prize – responsible for three of those.
These included innovative packaging to launch a new super-premium tea range, Signature Blends, for Twinings, and which helped the business achieve a six-fold increase in retail price versus other existing Twinings premium teas.
It also undertook a bold pack redesign for Pipers Crisps which helped the snack brand grow 25% year on year and achieve a remarkable ROI of 14,400:1 over a three-year period.
The third BrandOpus Gold was for a modernised and simplified brand design for Frylight, a low-calorie cooking spray oil owned by Dairy Crest. This was more impactful and engaged a wider audience with the brand's key ideas, helping it boost unit sales 26.7% and become category leader.
Data sourced from DBA; additional content by Warc staff