There has been plenty of innovation across the categories, but everything is becoming more relevant explains chair of the judging panel, Damian Clarke, managing director of Undercurrent.
He said: “The worldwide investment in augmented and virtual reality is finally starting to filter through to the customer and our industry, by its very nature, is becoming expert at putting that in the hands of, and telling brand stories to, our target markets.”
Judges took focus on campaigns that showed excellent diversity and allowed for social mobility and centered their thinking around what was inclusive rather than exclusive.
The nominations for B2C experiential brand campaign/event of the year are: Amplify, Brands2life, BT, Cheil Worldwide London, FRUKT, Ice - Brand Experience Agency, VCCP Kin, LIDA/M&C Saatchi, Gingerline, Hearst Magazines UK, Maynineteen, Synergy, TRO and www.produceuk.com.
This year also saw a major move towards full service experiential campaigns being entered into the awards.
Clarke explained: “Agencies and brands alike are showing a real focus on fully integrated pieces of work. As an industry we are seeing brand experience taking the lead in wider campaigns and that was only more prevalent this year.”
The nominations for experiential brand activation at a festival or large-scale event of the year are: FRUKT, George P. Johnson, Imagination, Jack Morton Worldwide, M&C Saatchi Sport & Entertainment, Space, Sunshine, TRO for: Nissan, Volvo Cars and BMW.
Sponsors for this year’s event are: SquareMeal, JLA, Special EFX, Tint, The Drum’s RAR and The Drum Network.