Lime Pictures wins Grand Prix at The Drum Social Buzz Awards 2018

Lime Pictures win Grand Prix for mental health campaign at The Drum Social Buzz Awards 2018

TV production company, Lime Pictures has won the coveted Grand Prix at The Drum Social Buzz Awards 2018.

For it's work with the soap opera Hollyoaks, Lime Pictures created an online campaign for the drama to promote mental health awareness and education using Snapchat, Facebook Messenger and Facebook Live. Working closely with charities Mind, Samaritans and Beat, the #DontFilterFeelings hashtag was a play on the frequent use of filters across social media to mask how someone is really feeling. The campaign also won Best Social Good Initiative.

Head of social at The British Heart Foundation, Athar Abidi said: “I felt that this campaign stood out because between the content and the channel, it was the perfect conduit for a difficult message. The tone was spot on and the results are testament to the approach taken being the right one.”

This year the chair of the judging panel Cecilia Dominici, head of social media, news and content at Cancer Research UK awarded the Historic Royal Palaces for its work on the campaign, #Boleynisback, which also won Best Social Stunt.

On 5 May, the Tower of London staged a unique stunt. Anne Boleyn was to sail by boat from Greenwich to the Tower marking the start of a new play performed throughout the summer. Their challenge was to build anticipation around this with an equally unique social media campaign.

Dominici said: "I thought it was an excellent example of a social stunt on a shoestring budget which really paid off thanks to its creativity and resourcefulness of those who executed it, while also serving as an overall great reminder that you don’t always need a big budget to come up with a great idea."

Best Use of Instagram went to Tangerine Communications for its work with Vimto.

Vimto’s Instagram was largely dormant, so Tangerine re-launched it in a way that aligned with the brand's new anti-advertising approach, while pulling in a generation z audience. Within less than two months, they had grown the channel from 350 followers to over 5,000.

Managing partner and global WPP lead at Ogilvy, Jai Kotecha expressed that this is a great example of how a well thought out social strategy, combined with smart creative and excellent planning, can help a brand stand out in a very cluttered marketplace. "We love the smart use of influencers across paid, owned and earned channels to help deliver clearly defined targets across the campaign," he explained.

"A clear understanding of the target teen audience and how they use Instagram shines throughout this activation which is also reflected in the excellent results."

Other winners include: The Goat Agency for Social Media Agency/Team of the Year, VMLY&R for Best Use of Twitter, Drum OMG for Best Use of Facebook, Hill+Knowlton Strategies for Best Use of Imagery, Oliver for Best USe of Video, Virgin Trains for Low Budget, Manning Gottlieb OMD for Best Use of Social Media Advertising and RT for Most Innovative Use of Social.

A full list of the winners can be found here. The awards are now open to entries for 2019, enter before August 28 and receive a special discounted rate on your submissions.

These awards are sponsored by UGCA, Audience and Bright.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.