New Thinking Awards: shortlist revealed

The most innovative brands and agencies have been shortlisted for the New Thinking Awards, in partnership with Sky Media.

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The New Thinking Awards celebrate brands, agencies and companies that are finding creative solutions to the challenges thrown up by today’s fast-moving business environment.

The award ceremony will be held on Wednesday 28 September at One Marylebone, central London.

Coca-Cola, Tesco, Unilever and Nike are among the brands that will battle it out for gongs, alongside agencies such as Adam & Eve/DDB, Lucky Generals, MediaCom, R/GA London and BBH London.

Gemma Charles, the acting UK editor of Campaign, said: "The scene is now set for a fantastic night, showcasing the best new thinking from some of the most exciting brands and agencies."

Rachel Bristow, the director of partnerships at Sky Media and New Thinking judge, added: "It really was inspiring to be reminded of the breadth of ideas and new thinking in our industry - judging certainly wasn't easy."


The full shortlist

 Marketing in the Moment

This category recognises quick-thinking marketing in today’s always-on social newsroom environment. From seizing on a national moment and standing out from the pack to spotting and creating your own moment that puts your brand at the centre of the news. Whatever the budget, the winner of this award will have harnessed a great idea and insight to create a piece of work in any medium - work that your peers wish they’d thought of for themselves.



Tesco & The Great British Bake Off BBH London Tesco
Youth Hostelling with Chris Eubank Lucky Generals Hostelworld Group
Countdown to Kit Off TVTY Walkers

Cultural Shift

This category recognises pre-eminent, inspiring work that transcends the traditional marketing-sales message, capturing, reflecting or even elevating societal behaviour change. The winning work will resonate with the wider public, and potentially the media, as it captures the zeitgeist. The activity will either show the brand to be culturally relevant or be a standalone piece of work intended to change behaviour or public perception. This award will showcase the power of marketing in society.
Lunchbox: Fill a tummy with a tap Earnest Labs Mary's Meals
The Coca-Cola Christmas Card MediaCom Coca-Cola
Vogue adam&eveDDB Harvey Nichols

Creative Excellence 

This award is all about the craft of marketing. We will recognise the most inspirational and brilliantly executed creative, across all media, from a TV ad or online video to exceptional experiential activity. The winning entry will be creative work that is the envy of other brands and agencies, but will go on to inspire others.
Tiny Dancer adam&eveDDB John Lewis Insurance
Shoplifters adam&eveDDB Harvey Nichols
NSPCC astronaut Leo Burnett Change NSPCC

Brand Evolution

The winner of this award will be the brand that used new thinking to transform its business, with a strategy that confirms its place as a brand of the future. The activity will be based on sound insight that goes to the heart of the brand’s purpose to ensure it is healthy and vibrant and has a firm footing for the future. Whether focused around rebuilding trust or a repositioning to reflect changing consumer behaviour, the entries must demonstrate the challenge they faced, the plan they came up with, the action and the results.
We Start With You Abbott Mead Vickers BBDO Currys PC World
In Financial Services, being a brand with values can be a valuable thing Joint TSB Bank
Royal London: An evolution 150 years in the making VCCP Royal London
Greatness: From Product to Service Innovation Iris Worldwide Domino's
Good Thinking adam&eveDDB Aviva
Success Doesn't Come On A Plate Lucky Generals Unilever

Data Creativity

While it’s never been easier to amass data, marketers are still getting to grips with what they should actually do with it. This award seeks to recognise innovative brand activity underpinned by a creative use of data. The winning work will show that data was used not only to solve a problem but also contributed to the brand’s overall marketing mission.
easyJet 20th anniversary Havas helia easyJet
Heathrow Express-Comparison Generator Heathrow Express
Moment Marketing ‘Countdown to Kit Off’ TVTY TVTY
Genetic Algorithm Brainlabs Digital Which?
Feel Wimbledon Mindshare JLR Jaguar Land Rover

Brand Experience: Live

In a digital world, the live experience is ever-more important and will create deep connections between brand and consumer. This is an award to recognise the best live work from brands, from pop-ups to parties and events, and sampling to stunts. The best live brand experiences are likely to follow through online, gaining meaningful social traction and interaction.
Jurassic Waterloo MediaCom Universal Pictures UK
Nike Speeding Ticket R/GA Nike
Gaz & Leccy's Cinema Takeover Smart Energy GB Smart Energy GB
Personna Synthetics - Bringing Humans to life Channel 4 / 4Creative / OMD Channel 4
Project Precious Lucky Generals D&AD

Content Creation: Long-Form

This award is specifically for long content, or a distinct content product, such as a film, book or magazine. It recognises the creative process of developing and distributing a bespoke piece of content that is of high value to its audience. The winning entry will showcase a brilliant idea that answers a problem, world-class storytelling, and successful execution and distribution.
Dove Men+Care: First Fatherhood Moments Havas helia Dove
Fans of London n/a London & Partners
10th Month J. Walter Thompson London Bayer

Content Branding

This content marketing award recognises how this area has developed in the past few years after the rush for companies to all become publishers. Whether it’s through a social platform or traditional media, this award is focused where real consumer-brand conversations have been created and nurtured through content. Content should not sit alone on a brand website or be thrown out there, interrupting life; we want to find out which brands have created content that people want to read and share - all of which drives business outcomes for the brand.
The Game Starts Here R/GA Beats by Dr. Dre
If nobody speaks of remarkable things PHD Macmillan Cancer Support
‘Make Up Your Own Mind’: Opening the forum for conversation VCCP AVON
Helluva Tour adam&eveDDB Heineken
Unexpected Guests Lucky Generals Hostelworld Group

Social Storytelling

This award celebrates the use of social storytelling to enhance a brand and deliver meaningful business outcomes. Whatever your social platform, be it Youtube, Snapchat, Instagram, Twitter or Facebook, we want to find out which brands have been able to develop a two-way relationship, to bring value to the social conversation, to create social content that people want to share - all of which has amplified awareness and reputation for the brand.
BRIT Awards 2016 Somethin' Else BPI (BRIT Awards Ltd)
Star Wars: The Force Awakens - Friends of Fans Campaign n/a The Walt Disney Company
Boggles iris Worldwide Domino's

Marketing for Good

The winner of this award will demonstrate excellence in campaign creation, ideation or delivery for a charity or social cause. You will show how you have identified a specific audience need and created a piece of work (any medium) that answers this brief in a way that pushes boundaries, be that through the creative, execution or use of media and delivery method. It may or may not be pro bono work.
The Tesco Eat Happy Project brand & visual identity refresh and milestone campaign Whippet Tesco
End the Awkward MediaCom Scope
The-really-big-and-far-reaching-ad-campaign-that-they-never-really-wanted-you-to-see VCCP Amnesty International
The Bathroom Store J. Walter Thompson London Kimberly-Clark
The Man on the Moon adam&eveDDB John Lewis & Age UK

Effective Brand-Building

This award is all about proven results for a brand over a longer term. The winning entry will demonstrate how and exactly what the work delivered for brand growth, for campaigns and wider marketing, from NPD to media. The activity will have been live since Jan 2014 or later. The winning entry will need to paint a picture of why this work was a success with specific ROI measures garnered post-campaign to show proof of effectiveness.
Macmillan Cancer Support: Making Sure No One Faces Cancer Alone, Today or Tomorrow VCCP Macmillan
Greatness: From Product to Service Innovation iris Worldwide Domino's
Meet The World Lucky Generals Hostelworld Group
Re-launching John Lewis Insurance 2013-2015 adam&eveDDB John Lewis Insurance

The Big Idea: Integrated Thinking

Today, the industry is all about integrated partnerships, with brands themselves and agencies of all disciplines, from PR to media, from creative to adtech, working together collaboratively. This award will recognise the brand and/or the agency from which the big idea was born and subsequently rolled out and delivered through partners. Big ideas come from all corners of the industry and we seek to shine a light on those players breaking ground with their new thinking.
Wear The Rose Forward Media O2
Boggles iris Worldwide Domino's
You Can Make It Lucky Generals Unilever

Mobile Innovation

This award will celebrate the very best apps and mobile product development that have proven their value to brand growth and/or communication. This innovation will specifically answer a need/utility and enhance the position of the brand. You will demonstrate how and why this work has delivered meaningful outcomes for the business, from sales, awareness, reputation or another specific measure.
OVO Smart Pay As You Go+ product n/a OVO Energy
Bestway Wholesale iBeacon App Campaign - harnessing the power of new technology RNF Digital Innovation Bestway Wholesale
McDonald's Happy Studio R/GA McDonald's
RBS DigiDocs SapientNitro Royal Bank of Scotland (RBS)

Targeting Excellence

The winner of this award will show how they have targeted the right consumer at the right moment and right time. By using data sets to build target audiences, combined with the right technology to effectively reach that market, entries should demonstrate high precision in their targeting and proven results. Whether adtech or martech, entries should show how they identified their target consumer and how they successfully reached them, through clever use of technology.
Delivering PPC Across Europe Brainlabs Digital Deliveroo
OOH Locomizer Campaign Havas Media Pernod Ricard UK
Sky Start of Season MediaCom Sky
The Force Awakens  n/a The Walt Disney Company

Best use of Tech

This award will recognise the best of existing cutting-edge tech innovation. From programmatic to VR to dynamic display to video streaming, the winning entry could come from a broad area of tech innovation. However, the winner will demonstrate how it has used tech in a transformative way for the brand, based on a consumer insight. You will show how this work was much more than a me-too use of tech, delivering real, measurable value.
McDonald's Happy Studio R/GA McDonald's
Google Programmatic Out-of-Home Grand Visual Google
Persona Synthetics - Regent Street Flagship Store Fuse Sport + Entertainment Channel 4

Pioneering Tech

This award will recognise the best consumer-facing tech innovation. The winner will be breaking new ground and have had a transformative effect on a brand’s fortunes, based on a consumer insight. Whether it’s a cutting-edge app, wearable tech, website or custom technology, being able to demonstrate that the work made a difference to the bottom line is key.
Turkcell Healthmetre R/GA Turkcell
OVO Smart Pay As You Go+ product OVO Energy OVO Energy

Made in Britain: Exporting New Thinking

We are celebrating British new thinking that has been exported around the world with commercial success. This award will recognise ‘born-in-Britain’ inventive ideas, products, strategic thinking, creative work, campaign tools, experiential concepts, ad tech, CRM or a digital innovation. In whichever form your ‘invention’ takes, you will demonstrate how and why your homegrown spark of genius gained traction outside the UK. Your work - which could be anything from a TV ad creative to a data analytics tool to product design - will have been in demand from other countries eager to buy-in to your world-class product or idea, resulting in commercial success/brand awareness.
From Mad Men to Math Men Cambridge Analytica Cambridge Analytica
Circus Street - New skills for new thinking Circus Street Circus Street
BRIT Awards 2016 Somethin' Else BPI (BRIT Awards Ltd)

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