Grey London leads UK Promo and Activation shortlisted entries with Comic Relief 'Swear Jar'

Grey London's digital "Swear Jar" for Comic Relief has been shortlisted three times in the Promo and Activation category.

The campaign, entered by Grey under its Valenstein & Fatt name, which was created to promote diversity, is an app that uses voice recognition technology to detect swear words and get users to donate money. It was launched by celebrities including Bill Nighy and Ricky Gervais.

Adam & Eve/DDB was shortlisted twice, both times for "Give the Rainbow" for Mars’ Skittles. Also on two shortlisted entries from the same campaign were McCann London with its Doctors of the World’s "Reality Xmas" work and Langland Windsor’s "AMP Shoes" for Diabetes UK.

In total, UK work was shortlisted for the category 16 times.

Out of 321 entries, the US racked up 93 shortlistings. McCann New York’s high-profile "Fearless girl" for State Street Global Advisors had four entries shortlisted. 

Other campaigns making the cut varied from "Unsafety Check" by J Walter Thompson New York for Black Lives Matter through to Saatchi & Saatchi New York’s "Bradshaw Stain" for Procter & Gamble.

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