The Drum Chip Shop Awards took place last night (7 June) in the Electric Brixton, bringing together a troupe of irreverent, upcoming and established industry talent to celebrate innovative ads and risqué creative.
Each year the scheme invites entrants to unleash their 'creativity without limits'.
Underlining how accessible the awards are, it was not an established advertising bigwig that took home the Grand Prix, but Salford-based graphic design teacher Dave Holcroft who turned heads with a clever and thought provoking campaign for United Nations' World Water Day.
His poster detailed an experiential campaign concept where the public was given free water, the caveat being that they would only get a bottle if they walked the average distance women and children in Africa and Asia walk for water, a total of 3.7 miles.
The teacher captured the imaginations of judges in both the Grand Prix and Best Charity Ad category. As a regular contributor to event sponsor, One Minute Briefs, Holcroft's winning work was created as part of competition devoted to World Water Day.
He told the Drum: "I'm totally delighted and over the moon, I didn’t expect it. I would never have dreamed of winning the Grand Prix.
"I did a bit of reading, most campaigns come from having knowledge about the subject, facts about access to water. My approach to the issue was to make the charity walk relatable, walk a mile in someone else’s shoes. Giving water away but giving people the option to walk for that was the idea, it was experiential. It is exciting to create these experiences."
Back in his Salford class the afternoon after the awards, Holcroft "will need to give thought as to how to break the news to the students." he added: "Maybe I will sit the Chips on my table and let them ask about it."
Elsewhere, C21 won Best Ad from the Future.
Stein IAS took Best Vandalism of an Existing work.
Jelly won Best Ad Without a Headline.
Best use of an alternative media space went to Fluid with its Macmillan Cancer Support work.
Judges included St Luke’s executive creative director, Al Young, 18 Feet & Rising’s creative partner, Anna Carpen, AKQA’s creative director, Chris De Abreau and more.
Participants can now enter work into the Chip Shop Awards 2018. Check out all the work and winners here.