"Sharing the gift of reading at Christmas" also yielded golds for PHD in the agency media idea (large) and large collaboration categories.
With creative by PHD’s Omnicom stablemate Abbott Mead Vickers BBDO, Sainsbury’s collaborated with author Judith Kerr to produce Mog’s Christmas Calamity, a book about sharing that was sold in Sainsbury’s and raised £1.6m for Save the Children’s UK literacy fund.
Alongside a long-form ad, a paid social campaign was used to maximise online views. Mog’s Christmas Calamity was the bestselling book in the UK for four weeks, while Sainsbury’s was the only major supermarket to increase its market share year on year.
PHD also won a gold in the research insight category, again for Sainsbury’s, for its Mother’s Day campaign "Mum’s the word" which encouraged fathers to make a special pancake on Mother’s Day. The campaign resulted in a 15% increase in sales own-brand jam.
ITV was awarded the top media owner gong, sales team of the year, after what the judges described as a "game-changing, transformational year".
Britain’s biggest broadcaster launched new revenue streams from its "Where brands live" positioning and AdVentures, a branded content unit which has yielded £10m in just five months.
Elsewhere ITV won four golds: two for "Suzuki Saturdays" work around Ant and Dec’s Saturday Night Takeaway (one for large colloboration alongside the7stars and one for owner media idea – large);"Scrabbling around the jungle" for Mattel UK (owner media idea – small); and "Discover the world on your doorstep" for The Woodland Trust (owner media idea – medium).
MediaCom won the most golds of the media agencies, with gongs for DFS's "Transforming from value to quality" (long term media strategy); Universal Music’s Justin Bieber album Purpose (small collaboration); NHS’ "Missing blood type (agency media idea – small); and Sky’s "Start of the season" (best use of data for audience buying).
Full list of winners: