VMLY&R Melbourne Wins An Inaugural ‘Extraordinary Award’ From WPP

VMLY&R Melbourne Wins An Inaugural ‘Extraordinary Award’ From WPP
B&T Magazine
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WPP has revealed the five winners of its first ‘Extraordinary Awards’, which recognise the best work from across the company and its agency brands.

This year’s winners were selected from almost 1,000 entries across five categories. Four reflect WPP’s offer: communications, experience, commerce, and technology, while the fifth—the top prize—is for the best example of creative transformation for clients.

Ninety leaders from across WPP, drawn from all disciplines, from creatives and strategists to planners and technologists, came together to review the entries in a global judging process.

The entries, from 100 cities and all WPP’s networks, encompassed everything from inspired art and copy, powerful communications strategies and inventive media planning, to hyper-engaging digital experiences, effective ecommerce platform design and “game-changing” martech implementation.

“Creativity is more than just a great idea,” WPP chief executive Mark Read said in a statement.

“It has the ability to bring about change and to transform businesses. In a year defined by disruption, we launched these awards to celebrate our people and recognise work that demonstrates the power of creativity to build better futures for our clients and communities.”

The five winners, revealed during an internal award show for all WPP employees, include:

Creative Transformation

Geometry, MediaCom, and Ogilvy (London): ‘Bootiques: Breaking the Mould of Christmas’, Boots

This cross-agency team broke the mould of Christmas advertising with a multichannel experience that delivered true personalisation at scale for the whole nation to interact with and enjoy.

Communications

DAVID (Miami) and INGO (Stockholm): ‘The Moldy Whopper’, Burger King

Against all industry aesthetic practices, the team launched an impactful campaign that featured the iconic Whopper rotting over a period of 35 days.

This rule-breaking campaign sent a simple and clear message to consumers—Burger King food has no preservatives.

Experience

VMLY&R (Melbourne): ‘A Future Without Change’, Monash University

By showing a future that shouldn’t exist, this integrated campaign – supported by digital OOH, online films, social posts and ongoing VR experiences – helped recruit and inspire the next generation to change it.

Commerce

Geometry Global (Dubai): ‘Lifebuoy’s Handle on Hygiene 3.0’, Unilever

In response to the outbreak of COVID-19, the team re-designed and rolled out Handle on Hygiene 3.0, a world-first innovation and impactful shopper activation campaign to improve hygiene, developed in partnership with Barrows.

Technology

MediaCom and Grey (Tel Aviv), ‘Rabbi Bot by Always’, P&G

This customised app, developed in consultation with rabbinical authorities, uses the power of AI to determine the end of a woman’s menstruation cycle, replacing the need for Orthodox Israeli women to undergo uncomfortable, in-person consultations with a rabbi.

Featured image source: Vimeo/Shane Geffen

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