Advertising agency Rothco Accenture Interactive has snapped up the Grand Prix for The Drum Awards for the Digital Industries (The DADI Awards) 2018.
For The Times and News UK and Ireland, the ad agency created a campaign which used breakthrough audio technology and sound design to bring President Kennedy’s 1963 Trade Mart Speech to the attention to of over one billion people around the world.
Credits - Patrick Hickey, Rothco: chief executive officer; Alan Kelly, Rothco: executive creative director; Paul Hughes, Rothco: creative strategy and managing director; Richard Oakley, The Times/News UK and Ireland: editor; Alan Byrnes, Rothco: interactive lead producer; Ste Rogers, Rothco: creative director; Jill Byrne, Rothco: public relations; Sally Oldfield, Rothco: operations; Shane O'Riordan, Rothco: designer; Jenna Plant, Rothco: producer; Paul Power, Rothco: visual editor; Lauren McNinney, Rothco: voice over artist and Chris Pidcock, CereProc: chief technology officer.
Judge and M&C Saatchi PR’s global head of digital, Chris Brown said that JFK Unsilenced was something that you hear, and you freeze as you listen to the speech campaigns. He explained: “A goosebumps moment. The historical and modern significance of the speech, the use of technology, the way the content was crafted, and the relevance to The Times and their Find Your Voice campaign; it was a remarkable piece of work and it was an overwhelmingly hit with the judges. Some campaigns just stand head and shoulders above the rest, and this was certainly one of them."
Rothco Accenture Interactive also took home the awards for Use of AI/Machine Learning and News/Media/Publishing Website, App or Campaign.
Digital agency WATConsult has swiped up the top accolade, the Chair Award for their work with Project Nanhi Kali. They launched a campaign titled ‘Powerless Queen’ to raise awareness about the game of chess.
#PowerlessQueen introduced the world's first mobile chess game via a mobile app and website where visitors played with a powerless queen (no moves allowed) against the computer which had a powerful queen.
Powerless Queen caught the judges hearts and minds. Guidelines manager for Sainsbury's, Beverley Sullivan expressed how fantastic it was to see such a creative and impactful campaign in the not for profit arena. “Of all the entries we reviewed on the day,” explained Sullivan. “Powerless Queen is the one that’s stayed with me because it’s empowering, truly original and challenges us all us think about what it is to be female in 21st century India.”
Accenture Interactive’s managing director, Mark Sherwin saw a brilliant simple concept that took a difficult subject and turned it into simple analogy to highlight the need to empower women across India and beyond. “What if the queen in chess were powerless? This campaign successfully created a conversation and an interaction opportunity that drew people into the subject matter. It had the power to bring celebrities and influencers into play, but also brilliantly played those celebrities and influencers in touching a larger audience.”
#PowerlessQueen also took home the award for Not-for-Profit/Charity Website, App or Campaign.
From the fact that an area of accumulative plastic waste the size of France is polluting the Pacific Ocean, the social responsibility campaign empowered young people to lobby the United Nations to acknowledge the plastic in the oceans as a country, in order to force the issue to be addressed.
Credits: Paul Brazier AMVBBDO chief creative officer; Alex Grieve AMVBBDO executive creative director; Adrian Rossi AMVBBDO executive creative director; Nicholas Hulley AMVBBDO creative director; Nadja Lossgott AMVBBDO creative director; Michael Hughes AMVBBDO copywriter; Dalatando Almeida AMVBBDO art director; Matthew Harrington AMVBBDO partnership and Stephen Mai LadBible head of marketing and design.
One of those campaigns that makes you go "huh… genius", the judges expressed that the campaign is a perfect demonstration of publisher meets creative excellence.
Head of ecommerce and retail technology at LNER, Kristal Ireland said: “The campaign was executed impeccably and fused with the perfect target audience in order to drive home the enormous environmental impact generated by waste to tackle the world’s pollution problem head on. Quite simply the results and reach of the campaign were outstanding.”
Managing director at This Is Tommy LTD, Marcus Foley explained that in an era when the industry is battling for a share of audience’s attention, this “smart and witty” campaign shortened the distance between audience and brand through its inventiveness and creativity. “It cornered the UN to act and take responsibility for these floating waste mountains, allowed celebrities to endorse the campaign in an authentic and playful way, here’s to Dame Judith Dench for proposing her own coronation, and more importantly invited the LADBible community to easily become honorary citizens.”
Trash Isles also won Integrated Marketing Campaign.
As The UK’s digital industries are overflowing with incredible talent, chief executive officer of headline sponsor UKFast, Lawrence Jones, said: “The DADIs are the perfect platform to celebrate this. It’s inspiring to see so many great people and businesses recognised for their work. Digital technology is having a massive impact on every area of our lives and the winners in the room tonight are leading the way in driving positive change.”
Winners also include: Accenture Interactive and Impero for Agency of the Year, HSBC Bank for In-house Website, App or Campaign, TMW Unlimited for Use of Mobile, Tangerine Communications for Use of Social Media, Essence and OMD UK for Branded Content and Hype for Paid Media Campaign.
A full list of the winners can be found here.
The DADI Awards took place at the Park Plaza, Westminster, London on October 10. To register you interest for 2019, click here.
Headline sponsor of the awards are UKFast and sponsors are UGCA and Shazam.