The Chip Shop Awards tenth anniversary awards ceremony took place at the Ministry of Sound in London last night, and as ever the show contained the trademark mix of humour, irreverence and, of course, bad taste that has made it so infamous down the years.
But with age comes maturity, and while the Chip Shops isn't ready to shake off the knob gags completely, this year's grand prix winner was the kind of thoughtful piece of marketing that really could be taken up by a client in real life.
Taking home that coveted 'Big Chip' was RPM for an ingenious bin ad that reminds us of the struggles many of the world's impoverished children face as we carelessly discard our leftovers.
On a lighter note, the chairman's award - bestowed upon the approriately named Dafty by Coy! Communications creative director Mark Denton - displayed typical Chip Shop charm in lampooning Sensodyne's approach to troublesome teeth.
But it's not just what the judges think that matters, and the people's choice award was duly given to Stein IAS for its frightening Gangnam Style animal parody starring the agency's team in a variety of terrifying roles.
You can see all of this year's chip-winning work below and the full list of winners, including those who took the runner-up vinegar bottles, on the Chip Shop Awards website.
Title: Sensitive Tooth Man
Credits: Written and Directed by DAFTY
Produced by Chief Productions
Company: 76 Ltd
Title: Tonka Spoof
Company: Stein IAS
Title: The Inevitable Entry
Credits: Alex Webb, David Croucher, Russell Suthers and Catherine Barnes
Title: Clear winner
Credits: Dan Roberts, associate art director and Jason Shoffman, designer
Title: The mother of all recommendations
Credit: James Nguyen - Art Director and Nathan Davoli – Copywriter
Category - Student Work
Company: Keri Tan - Miami Ad School
Brand: New York Public Library
Title: The Underground Library
Company: Stein IAS
Title: Get Some Animal
Now in their 14th year, The Chip Shop Awards continue to recognise creativity with no limits and no rules. It's an international creative awards, open to anyone with great ideas.
Are you capable of unhindered creative work? What would you do with total free reign of the advertising world? Whether a student, a junior, a freelancer or the top creative director in all the land – you can enter.
Here is YOUR chance to roam free with our incredibly random and imaginative categories. The categories are altered every year to keep them fresh, funny and feisty. But make no mistake: this isn’t all knob gags! We live for creativity. Some of our best entries portray a powerful advert that should make the biggest brands sit up and reconsider their advertising agency spend!
We only work with the finest judges. 2016’s panel consist of Arc WW, Sunshine, Mr. President, Innocent Drinks and One Minute Briefs to name but a few. Top executive creative directors love these awards as they too, enjoy total creative freedom and love to see how deep your imagination can go...
Check out our previous judges to see how big this thing goes...
Entry deadline: 1 April 2016
Awards ceremony: 9 June 2016