Regional winners and shortlists by category

Bronze

Unfollow Self:Hate


Brand
ING Bank

Advertiser
ING Bank

Agency
Jam Session Agency Bucharest

Market
Location

Bronze

Ronald McDonald House Roblox


Brand
Ronald McDonald House Charities

Advertiser
McDonald’s

Agency
Nord DDB Stockholm

Market
Sweden

Shortlist

Vodafone discoverage

Brand
Vodafone

Advertiser
Vodafone

Agency
McCann Bucharest

Market
Romania

Unplug Denmark

Brand
Norlys Energi

Advertiser
Norlys Energi

Agency
Accenture Song Denmark

Market
Denmark

Take away your takeaway

Brand
McDonald’s

Advertiser
McDonald’s

Agency
NORD DDB

Market
Norway

Bronze

How Sage took business software from B2B to human-to-human


Brand
Sage

Advertiser
Sage

Agency
VCCP London

Market
United Kingdom

Bronze

I Love You But...


Brand
IKEA

Advertiser
IKEA

Agency
Ogilvy Social Lab, Belgium

Market
Belgium

Shortlist

There is no better

Brand
Yumoş

Advertiser
Unilever

Agency
VML, Turkey, PHD Istanbul

Market
Turkey

Gold

Deals Stuck in Time


Brand
McDonald’s

Advertiser
McDonald’s

Agency
Nord DDB Stockholm

Market
Sweden

Quick-service restaurant McDonald's Deals Stuck in Time campaign used Google Street View to grow sales, visits and app downloads in Sweden.

McDonald's located old outdoor ads on Google Street View and installed new OOH ads price-matching the old deals before creating QR codes for each deal that consumers could scan to receive using the app.

As a result, app downloads increased by 65% and active users by 28%; visits rose by 11% and sales by 17%.

Shortlist

Talk to me – Re-imagining a film as gaming content and smashing box office targets

Brand
Altitude Films

Advertiser
Altitude Film Entertainment

Agency
Havas London

Market
United Kingdom

Bronze

Unexpected encounters


Brand
Lacoste

Advertiser
Lacoste

Agency
BETC Paris

Market
Global

Shortlist

Cry for the law

Brand
Teta & Teta

Advertiser
Teta & Teta

Agency
Lola MullenLowe Madrid

Market
Spain

The hidden story

Brand
L’Enfant Bleu

Advertiser
L’Enfant Bleu

Agency
Havas Play Paris

Market
France

Silver

Human meat plant-based burger


Brand
Oumph!

Advertiser
Livekindly Company

Agency
Lola MullenLowe Spain

Market
Sweden

Shortlist

Classics can be remixed

Brand
Magnum

Advertiser
Unilever

Agency
Lola MullenLowe, Spain

Market
Europe

Talk to me – Reimagining a movie in the world of gaming to create box office success

Brand
Altitude Films

Advertiser
Altitude Film Entertainment

Agency
Havas, United Kingdom

Market
United Kingdom

Silver

Zlatý Bažant is not what it used to be


Brand
Zlatý Bažant

Advertiser
Heineken

Agency
THIS IS LOCO, Slovak Republic

Market
Slovak Republic

Bronze

The song that makes you strong


Brand
Barmer

Advertiser
Barmer

Agency
Accenture Song, Hamburg

Market
Germany

Shortlist

Rat+

Brand
CANAL+

Advertiser
Canal Plus

Agency
BETC, France

Market
France

The pleasure residence

Brand
Magnum

Advertiser
Unilever

Agency
Lola MullenLowe, Spain

Market
United Kingdom

Dogcation

Brand
Spies

Advertiser
Nordic Leisure Travel Group

Agency
Robert/Boisen & Like-minded, Denmark

Market
Sweden

Gold

Big enough to make a difference


Brand
McDonald’s

Advertiser
McDonald’s

Agency
Nord DDB, Sweden

Market
Sweden

Fast-food giant McDonald’s Big Enough to Make a Difference campaign in Sweden, introduced initiatives focused on sustainability, the environment, and social responsibility, to increase brand trust, visit intent, and sales.

McDonald’s launched over 20 initiatives, expanding its electric car charging network, creating biodiversity initiatives, publishing children’s books, contributing to its charities, reducing its litter and more.

During and beyond the campaign, visits and sales consistently increased.

Silver

Sardinian soul


Brand
Ichnusa

Advertiser
Heineken

Agency
Le Pub, Italy

Market
Italy

Bronze

IF helps a lot


Brand
If P&C Insurance

Advertiser
If P&C Insurance Company

Agency
Åkestam Holst NoA, Sweden

Market
Nordics

Bronze

“This is ridiculous” – New Heinz pasta sauces, a case for winning in an adjacent category


Brand
Heinz

Advertiser
Kraft Heinz Company

Agency
VML, Spain

Market
United Kingdom

Shortlist

Bum's the word: How Anusol smashed taboos and unlocked record growth

Brand
Anusol

Advertiser
Church & Dwight

Agency
The Gate London, United Kingdom

Market
United Kingdom

Gold

Absolutely Heinz – Bringing two iconic household brands together to go absolutely viral


Brand
Heinz

Advertiser
Kraft Heinz Company

Agency
VML, Spain

Market
United Kingdom

Condiment brand Heinz partnered with vodka brand Absolut to create a limited-edition vodka pasta sauce released in the UK, aiming to increase product awareness for Heinz and new occasions consumption for Absolut.

The product incorporated elements from both brands, and the 'Absolutely Heinz, Ridiculously Good' campaign utilised influencers and selected fashion magazines, billboards, and social media to advertise the sauce, integrating the iconic Absolut 80s print campaign.

The collaboration campaign reached over 0.5bn earned media impressions, the hashtag #AbsolutelyHeinz went viral, and the product sold out instantly and topped the category.

Silver

McDrip


Brand
McDonald’s

Advertiser
McDonald’s

Agency
Nord DDB, Finland

Market
Finland

Bronze

Your place is in the kitchen only when you want it to be


Brand
Tazz

Advertiser
HCL Technologies

Agency
Jam Session Agency, Romania

Market
Romania

Shortlist

Anne de Gaulle

Brand
Fondation Anne de Gaulle

Advertiser
Fondation Anne de Gaulle

Agency
Havas, Paris

Market
France

The world’s first FIFA-conform squared ball – By Allianz

Brand
Allianz

Advertiser
Allianz

Agency
Edelman, Germany

Market
Germany

Eat more veggies feat. Sing my recipe

Brand
Knorr

Advertiser
Unilever

Agency
PHD, Germany

Market
Germany

Shortlist

The street is our showroom

Brand
Volvo

Advertiser
Volvo

Agency
Famousgrey, Belgium

Market
Belgium

Gold

Me, my autism & I


Brand
Vanish

Advertiser
Reckitt

Agency
Havas, United Kingdom

Market
United Kingdom

Vanish, a brand of stain removal laundry additive products, partnered with the Ambitious about Autism charity to release a campaign video about the emotional importance of familiar clothes to autistic people.

Vanish created a film about how clothes can offer emotional comfort to autistic people and how its product aids that.

The film went viral on TikTok, the story was featured across national tabloids, academic journals and disability support websites, and both brand relevance and product sales increased.

Bronze

Vaginas uncensored


Brand
Bodyform

Advertiser
Essity

Agency
Tangerine Communications, United Kingdom

Market
United Kingdom

Shortlist

Oodyssey

Brand
Veet

Advertiser
Reckitt

Agency
BETC, France

Market
France

If your mouth could talk, it would ask for Polident

Brand
Polident

Advertiser
Haleon

Agency
FCB London, Publicis Leon London

Market
Global

Turning the ship in stormy seas

Brand
P&O Ferries

Advertiser
DP World

Agency
Publicis London, United Kingdom

Market
United Kingdom