2025 winners | Creative Circle 5/12

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Reframing Homelessness

Experience/Event - Use of Low Budget : SINGLE

M&C Saatchi UK

Saatchi Gallery

People ignore homelessness. So how do you get them to take notice of an exhibition all about homelessness? You turn it into art. With a budget of just �7,500 we collaborated with ex-homeless to create scenes that depicted their lived experience. To tell the story and stay under budget many props were donated or belonged to the collaborators - like Sabrina's GCSE study books. As we expected, no one noticed them at first. Until we added a large gold frame. Making people question their perception of homelessness, and what they consider art.

BRONZE

The Co-Worker

Experience/Event - Online Virtual experience : SINGLE

Mother

IKEA

IKEA needed to attract a new generation of co-workers and show the world we do careers differently. So to get them excited, we went to them and opened a new store�on Roblox. Where anyone could experience what it�s like to work at IKEA. To get the world talking, we offered people a real salary to work at our virtual store. News broke, 178,000 people applied, and most importantly, IKEA saw a 50% increase in real-world job applications.

GOLD

Forsaken at Outernet London

Experience/Event - Use of Technology : SINGLE

Roland Lane Studio

Greenpeace

Forsaken was designed for the 8k, 360 degree, floor-to-ceiling screens at Outernet, in the centre of London. The work was conceived as both an ambitious, immersive digital artwork and also as an impactful call-to-action, highlighting the mass extinction of life on Earth. Inspiration is taken from the remarkable immortal Jellyfish, able to regenerate and begin its life cycle over again. Its ability to regenerate and therefore ostensibly live forever, it seemed a perfect symbolic representation of the beauty of nature, its regenerative power and a symbol of hope and resilience under threat. Opening in January 2024, extended until July 2025.

SILVER

Nissan Qashqai

Experience/Event - Use of Events & Stunts : CAMPAIGN (moved)

TBWA

Nissan Motor (GB)

The campaign set out to increase awareness, engagement, and sales for the New Nissan Qashqai. Research showed that people have become bored of FOOH, so we hung Qashqai up high. For real, literally elevating the car onto the Truman Brewery chimney, 50m above London. Teaser films of the car �flying� by drone built national buzz, while real vinyl parking spots on buildings across the UK built more traction. The impact? 22M video views, 9K+ sales, 100M+ earned impressions, and a 9.2-point brand lift. By blending digital and physical, we turned heads and proved that real OOH really moves the dial.

SILVER

ATMmm

Experience/Event - Use of Events & Stunts : SINGLE

Uncommon Creative Studio

Monzo

Monzo�s data revealed that 2.3 million customers together spent over �70m on Greggs in 2023, so we used this information and created a one-of-a-kind ATM � painted in Monzo�s distinctive hot coral � which appeared on Grainger Street, Newcastle-Upon-Tyne, the hometown of Greggs - British bakery chain. The activation saw two bespoke ATMs placed side-by-side. One is a regular ATM, with an �out of order� message on-screen. On the right will be a hot coral �ATMmm�, which will give users the option to select either a Sausage Roll or Vegan Sausage Roll to be dispensed, for free.

SILVER

Unsilence the Crowd

Experience/Event - Use of Events & Stunts : CAMPAIGN

VML UK

Sela X Newcastle United

Unsilence The Crowd revolutionized football accessibility for deaf fans. Using haptic technology woven into NUFC shirts, the campaign translated stadium noise into vibrations, allowing deaf fans to "feel" the match atmosphere. This world-first technology debuted live before 60,000 fans and a global TV audience, earning widespread praise and plans for wider adoption within the football community. The campaign's success generated extensive media coverage across 37 countries, reaching over 5 billion people, boosting Sela and RNID's brand reputation and establishing their innovative capabilities within the global football landscape.

GOLD

Unsilence the Crowd

Experience/Event - for Positive Change : CAMPAIGN

VML UK

Sela X Newcastle United

Unsilence The Crowd revolutionized football accessibility for deaf fans. Using haptic technology woven into NUFC shirts, the campaign translated stadium noise into vibrations, allowing deaf fans to "feel" the match atmosphere. This world-first technology debuted live before 60,000 fans and a global TV audience, earning widespread praise and plans for wider adoption within the football community. The campaign's success generated extensive media coverage across 37 countries, reaching over 5 billion people, boosting Sela and RNID's brand reputation and establishing their innovative capabilities within the global football landscape.

GOLD

Unsilence the Crowd

Experience/Event - Led Campaign

VML UK

Sela X Newcastle United

Unsilence The Crowd revolutionized football accessibility for deaf fans. Using haptic technology woven into NUFC shirts, the campaign translated stadium noise into vibrations, allowing deaf fans to "feel" the match atmosphere. This world-first technology debuted live before 60,000 fans and a global TV audience, earning widespread praise and plans for wider adoption within the football community. The campaign's success generated extensive media coverage across 37 countries, reaching over 5 billion people, boosting Sela and RNID's brand reputation and establishing their innovative capabilities within the global football landscape.

BRONZE

World Unseen

Experience/Event - Use of Technology : CAMPAIGN (moved)

VML UK

Canon

Two million people in the UK live with sight loss, excluded from experiencing visual arts, but Canon believes that everyone should be able to experience photography. Introducing Canon's "World Unseen" exhibition. Using tactile prints, braille, and audio descriptions, it created an immersive photographic experience for everyone. It changes the way blind and partially sighted people experience photography, the way sighted people understand the blind, and how we all see Canon. Exit polls recorded an NPS score of 70 (outstanding), 84% said they had a better understanding of the visual impairment experience, 74% described Canon as a �force for good.'

SILVER

World Unseen

Experience/Event - Led Campaign

VML UK

Canon

Two million people in the UK live with sight loss, excluded from experiencing visual arts, but Canon believes that everyone should be able to experience photography. Introducing Canon's "World Unseen" exhibition. Using tactile prints, braille, and audio descriptions, it created an immersive photographic experience for everyone. It changes the way blind and partially sighted people experience photography, the way sighted people understand the blind, and how we all see Canon. Exit polls recorded an NPS score of 70 (outstanding), 84% said they had a better understanding of the visual impairment experience, 74% described Canon as a �force for good.'

SILVER

World Unseen

Experience/Event - for Positive Change : SINGLE

VML UK

Canon

Two million people in the UK live with sight loss, excluded from experiencing visual arts, but Canon believes that everyone should be able to experience photography. Introducing Canon's "World Unseen" exhibition. Using tactile prints, braille, and audio descriptions, it created an immersive photographic experience for everyone. It changes the way blind and partially sighted people experience photography, the way sighted people understand the blind, and how we all see Canon. Exit polls recorded an NPS score of 70 (outstanding), 84% said they had a better understanding of the visual impairment experience, 74% described Canon as a �force for good.'

GOLD

Unsilence the Crowd

Experience/Event - Stunt for Positive Change : CAMPAIGN

VML UK

Sela X Newcastle United

Unsilence The Crowd revolutionized football accessibility for deaf fans. Using haptic technology woven into NUFC shirts, the campaign translated stadium noise into vibrations, allowing deaf fans to "feel" the match atmosphere. This world-first technology debuted live before 60,000 fans and a global TV audience, earning widespread praise and plans for wider adoption within the football community. The campaign's success generated extensive media coverage across 37 countries, reaching over 5 billion people, boosting Sela and RNID's brand reputation and establishing their innovative capabilities within the global football landscape.

GOLD

Unsilence the Crowd

Experience/Event - Use of Technology : CAMPAIGN

VML UK

Sela X Newcastle United

Unsilence The Crowd revolutionized football accessibility for deaf fans. Using haptic technology woven into NUFC shirts, the campaign translated stadium noise into vibrations, allowing deaf fans to "feel" the match atmosphere. This world-first technology debuted live before 60,000 fans and a global TV audience, earning widespread praise and plans for wider adoption within the football community. The campaign's success generated extensive media coverage across 37 countries, reaching over 5 billion people, boosting Sela and RNID's brand reputation and establishing their innovative capabilities within the global football landscape.

GOLD

Unsilence the Crowd

Experience/Event - Brand activity at a public event : CAMPAIGN

VML UK

Sela X Newcastle United

Unsilence The Crowd revolutionized football accessibility for deaf fans. Using haptic technology woven into NUFC shirts, the campaign translated stadium noise into vibrations, allowing deaf fans to "feel" the match atmosphere. This world-first technology debuted live before 60,000 fans and a global TV audience, earning widespread praise and plans for wider adoption within the football community. The campaign's success generated extensive media coverage across 37 countries, reaching over 5 billion people, boosting Sela and RNID's brand reputation and establishing their innovative capabilities within the global football landscape.

GOLD

-196 (MINUS 196)

Experience/Event - Product Launch : SINGLE

ZEAL

SUNTORY FOOD AND BEVERAGE GB&I

In 2024, Suntory launched �196 into the UK�s booming RTD market - a drink that made no sense. A shochu and vodka mix, made by freezing whole lemons to �196�C, smashing them, and creating a uniquely zesty flavor. Our task? To turn this oddity into a hit with 20�29-year-olds. Instead of simplifying, we embraced the madness, creating an immersive campaign inspired by Japanese pop culture. Through rich trade and consumer experiences, we delivered hundreds of thousands of samples, achieving a 7% penetration rate and 31% awareness in just six months.

SILVER

-196 (MINUS 196)

Experience/Event - Promotional Event : CAMPAIGN (moved)

ZEAL

SUNTORY FOOD AND BEVERAGE GB&I

In 2024, Suntory launched �196 into the UK�s booming RTD market - a drink that made no sense. A shochu and vodka mix, made by freezing whole lemons to �196�C, smashing them, and creating a uniquely zesty flavour. Our task? To turn this oddity into a hit with 20�29-year-olds. Instead of simplifying, we embraced the madness, creating an immersive campaign inspired by Japanese pop culture. Through rich trade and consumer experiences, we delivered hundreds of thousands of samples, achieving a 7% penetration rate and 31% awareness in just six months.

BRONZE

Wear Wool, Not Waste

Film - Cinema 1 minute & under : SINGLE

20('SOMETHING)

The Woolmark Company

�Wear Wool, Not Waste� launched in the London and NYC cinemas in September 2024. The spot leverages the horror genre as a metaphor to depict the fast fashion clothing crisis. By framing synthetic garments as zombie apocalypse remnants of our past fashion decisions, the film intended to evoke an emotional and immediate response by depicting the scale of the synthetic problem, when left unchecked, returning to torment and haunt us.

SILVER

Considering What? Paris Paralympics 2024

Film - TV 61secs or over : SINGLE

4creative

Channel 4

The Paralympics is the World's 3rd biggest sporting event. But 60% of viewers still watch it to see the athletes �overcoming� their disability. Patronising much? Yes, just a bit. To challenge these patronising attitudes, we created a film that pulled no punches, showing Paralympians facing the same brutal forces as any elite athlete while calling out the audience on their condescending view of para-sport. It was designed to cut through so our message stayed with the audience, it got plaudits from the disabled community and helped ensure Channel 4�s Paralympic Games coverage got 19.1 million viewers across all media.

GOLD

Considering What? Paris Paralympics 2024

Film - Film for Positive Change : SINGLE

4creative

Channel 4

The Paralympics is the World's 3rd biggest sporting event. But 60% of viewers still watch it to see the athletes �overcoming� their disability. Patronising much? Yes, just a bit. To challenge these attitudes, we created a film that pulled no punches, showing Paralympians facing the same brutal forces as any elite athlete while calling out audiences on their condescending views. Our campaign raised awareness to 70% of UK adults and ensured coverage of The Games got 19.1 million viewers across all media. But, most importantly got plaudits from the disabled community and shifted conversation on from outdated ableist attitudes.

GOLD

Dream Together - To Chase a Dream

Film - Branded Entertainment, Documentary : CAMPAIGN

All Tomorrow's Parties

On

Born in the Swiss Alps, On is founded by athletes. Therefore the real stories of On�s athletes take centre stage - especially at the Olympics. DREAM TOGETHER is a series of cinematic documentary films celebrating the power of shared dreams. Portraying refugee running star Dominic Lobalu, and long-distance runners Sintayehu Vissa and Hellen Obiri - and their support teams - on their collective journeys to the biggest sports stage in the world: Paris 2024. Where many Olympics campaigns emphasise a win-at-all-costs mentality, this longform campaign is a powerful reminder of the real values of the Games: excellence, respect and friendship.

SILVER

Love Departed

Film - Online Film 1 - 2 minutes : SINGLE

Anonymous Content

British Airways

SILVER

Love Departed

Film - Cinema 1 - 2 minutes : SINGLE

Anonymous Content

British Airways

SILVER

The Heaviest Backpack

Film - Film for Positive Change : SINGLE

Anonymous Content

BBC Children In Need

SILVER

The Heaviest Backpack

Film - Charity/Public Service Film : SINGLE

Anonymous Content

BBC Children In Need

GOLD

Specsavers Emmerdale Sponsorship 'Restaurant'

Film - Brand Idents

Another Film Company

Specsavers

Emmerdale Sponsorship

GOLD

The Heaviest Backpack

Film - Charity/Public Service Film : SINGLE

BBC Creative

Children in Need

The Heaviest Backpack is a metaphor for the psychological burden many children carry every day. From anxiety to grief, it weighs them down and follows them everywhere they go. This powerful image became the centre of a campaign aimed at helping people understand the struggles that kids face, and the great work Children in Need do every day. The campaign launched during Mental Health Awareness Week, 8 in 10 said it helped them understand the work Children in Need do and 76% agreed that Children in Need is a charity worth supporting (source BBC Tracking).

GOLD

Planet Earth III, Narrated By Kids

Film - Branded Entertainment, Documentary : SINGLE

BBC Creative

BBC

Sir David Attenborough has been the voice of nature for 70 years. But, as nature faces greater challenges, one voice alone is not enough. To get the nation talking, we replaced Attenborough as the narrator of Planet Earth, for one special episode. Instead, we handed his microphone to 50 school children, reading from Attenborough�s scripts. The film was broadcast on BBC One, with the simple message that anyone can become a voice for nature, no matter how small your voice is. The film received glowing press reviews, including Pick of the Day in The Guardian and Mail on Sunday.

GOLD

Bundles of Joy

Film - Tactical Film : SINGLE

BBH

Burger King

September 26th is the day most babies are born in the UK. And for many mothers, the food they crave straight after birth is a fulfilling Burger King meal. So to celebrate this and get people talking about Burger King on the big day, we created a social film that encapsulated the raw, authentic moments leading up to a mother�s first meal after giving birth. Alongside this, we also created the Grill Line, a bespoke hotline that provided free Whoppers to new mums on the day of the 26th.

SILVER

Christmas 2024

Film - TV 31 - 60secs : SINGLE

BBH

Paddy Power

SILVER

Europe's Favourites

Film - TV 31 - 60secs : SINGLE

BBH

Paddy Power

BRONZE

Foodfillment - The Kiss

Film - TV 30secs or under : SINGLE (moved)

BBH

Burger King

BRONZE

Christmas 2024

Film - Online Film 1 - 2 minutes : SINGLE

BBH

Paddy Power

SILVER

Make Money Work For You, Kid's World

Film - Cinema 2 minutes or over : SINGLE

BBH

Barclays

BRONZE

Europe's Favourites

Film - Online Film 1 - 2 minutes : SINGLE

BBH

Paddy Power

BRONZE

Change their story

Film - Online Film 1 - 2 minutes : SINGLE

BBH

Barnardos

BRONZE

The Resisters

Film - TV 61secs or over : SINGLE

BBH

Tesco

BRONZE

Helping Feed Your Christmas Spirit

Film - Cinema 2 minutes or over : SINGLE

BBH

Tesco

BRONZE

The Holiday Reaper

Film - Online Film 1 minute or under : SINGLE

DUDE Hub

WeRoad

In 2022 and 2023, less than 40% of the UK workforce took all of their annual leave allowance. In response to this, group travel company WeRoad created �The Holiday Reaper' to shed light on the alarming reality of lost annual leave. During Halloween, when HR departments around the country were preparing their annual 'use it or lose it' email, we created a campaign that takes on the guise of a horror film trailer. Through this chilling narrative, WeRoad reminded people of the importance of using their holiday days and positioned themselves as the essential getaway needed� before it's too late.

BRONZE

Desk Break

Film - Film for Positive Change : SINGLE

Golin

ASICS

In 2024, as workers increasingly returned to sitting in the office, ASICS identified the desk as a danger to mental health and took on limp corporate wellness culture to inspire the world to move. Making the world�s scariest boss - Brian Cox - a mental health champion, launching a PSA (public service announcement) film, the first employment contract clause for movement and creating a genuinely viral juggernaut that generated 20M organic video views, 931K social engagements, 40% increase Google searches for ASICS and over 1.3k earned placements; inspiring support from the Director General of the WHO and our competitors alike.

BRONZE

Desk Break

Film - Health & Wellbeing Commercial Film : SINGLE

Golin

ASICS

In 2024, as workers increasingly returned to sitting in the office, ASICS identified the desk as a danger to mental health and took on limp corporate wellness culture to inspire the world to move. Making the world�s scariest boss - Brian Cox - a mental health champion, launching a PSA (public service announcement) film, the first employment contract clause for movement and creating a genuinely viral juggernaut that generated 20M organic video views, 931K social engagements, 40% increase Google searches for ASICS and over 1.3k earned placements; inspiring support from the Director General of the WHO and our competitors alike.

SILVER

Scratched Out

Film - Pharmaceutical Commercial Film : SINGLE

Havas Lynx

Sanofi Regeneron

Prurigo nodularis is the itchiest condition of its kind. One patient even burns their skin with cigarettes to stop the sensation. Now that treatments are available, our job was to get patients back to their dermatologist. So we made a film that captured the burden of PN � and the relief of being free of it. We shot a patient story on analogue film, and hand-scratched them out of every frame. All 3,900. Scalpels, fingernails and sandpaper were used to create an organic and dynamic visual effect that could only be about PN. A film about scratching, told through scratching.

BRONZE

The Ignored Emergency

Film - Charity/Public Service Film - CAMPAIGN

House 337

Women's Aid

In England, every week at least one woman is killed by a male partner or ex-partner. Domestic abuse poses a greater risk to women than house fires or traffic incidents. But it doesn�t have the awareness or funding it deserves. To address this, our online films hijack the tropes of public service announcements, revealing the shocking scale of domestic abuse and reframing it as the public emergency we can�t ignore. The results: 2.2 million views on Instagram and TikTok �79,548 in donations Cited in parliament where MPs acknowledged Domestic Abuse as a national emergency and called for more reliable funding.

SILVER

The Ignored Emergency

Film - Online Film 1 minute or under : CAMPAIGN

House 337

Women's Aid

In England, every week at least one woman is killed by a male partner or ex-partner. Domestic abuse poses a greater risk to women than house fires or traffic incidents. But it doesn�t have the awareness or funding it deserves. To address this, our online films hijack the tropes of public service announcements, revealing the shocking scale of domestic abuse and reframing it as the public emergency we can�t ignore. The results: 2.2 million views on Instagram and TikTok �79,548 in donations Cited in parliament where MPs acknowledged Domestic Abuse as a national emergency and called for more reliable funding.

BRONZE

The Ignored Emergency

Film - Film for Positive Change : CAMPAIGN

House 337

Women's Aid

Domestic abuse is a deadly epidemic in the UK. But because it happens behind closed doors, it doesn�t have the awareness or funding it deserves. By hijacking the tropes of public service announcements, using shocking statistics to reveal the scale of the issue and positioning domestic violence as a public emergency, the campaign moved the public and government officials to action. The films raised �79,548 in donations � 28% increase on the previous campaign. The powerful statistics and language made its way into parliamentary debate, with MPs acknowledging domestic violence as �a national emergency� and calling for more reliable funding

SILVER

The Arsenal Faithful

Film - Fashion Commercial Film : SINGLE

Knucklehead

Arsenal FC & Aries

Arsenal and London-based luxury streetwear brand Aries launched a first-of-its-kind streetwear collaboration for the �ArsenalFaithful, including knitwear, tees, jackets, caps, shirts, denim wear and jewellery. The campaign saw Arsenal players Martin Odegaard, Alessia Russo, Bukayo Saka, Declan Rice and Beth Mead with supporters Ghetts, ShyGirl, Lava La Rue, Kaya Scodelario and Knucks, as well as the vocal talents of London City Voices all featuring as part of the �Arsenal Faithful�.

GOLD

40 Years of Christmas Connection

Film - Online Film 1 - 2 minutes : SINGLE

Leo Burnett

Vodafone

The Vodafone network was born over the Christmas period of 1984. Since then, technology has rapidly changed and evolved, but the reasons we connect to people remain the same. Our Christmas campaign is centred around our authentic role of connecting the nation to the people they love on the most special day of all � Christmas Day. The film pulls on the nostalgic beats we�ve all shared with each other over the last few decades, from the sheer novelty of the very first mobile phones to the ways we use them to share special moments at Christmas today.

BRONZE

Benedict Lumberjack

Film - Film for Positive Change : SINGLE (moved)

Lucky Generals

Make My Money Matter

We transformed BAFTA and Emmy award winner Benedict Cumberbatch into a hot and sweaty sauna-loving CEO of a company using pension savers� money to destroy the world�s forests for profit - he thanks UK pension holders for the money in their pensions, which has helped �scorch, slash and burn� entire rainforests. The film drove people to start taking action towards shifting to a green pension on the Make My Money Matter site.

SILVER

Benedict Lumberjack

Film - Online Film 1 - 2 minutes : SINGLE

Lucky Generals

Make My Money Matter

We transformed BAFTA and Emmy award winner Benedict Cumberbatch into a hot and sweaty sauna-loving CEO of a company using pension savers� money to destroy the world�s forests for profit - he thanks UK pension holders for the money in their pensions, which has helped �scorch, slash and burn� entire rainforests. The film drove people to start taking action towards shifting to a green pension on the Make My Money Matter site.

BRONZE

The Climb

Film - Health & Wellbeing Commercial Film : SINGLE

McCann Bristol

VOOM Nutrition

VOOM is a challenger in plant-based sports health and nutrition. The brief: celebrate �the power of plants� with an idea that disrupts the category. �The Climb� presents as an epic sports documentary about an over-confident free climber preparing for 'The Big One�. But he didn�t prepare for his hayfever and this becomes his undoing. A darkly comedic rug-pull lands the line: 'Never Underestimate the Power of Plants.� The dialogue had to convince as an epic sports documentary, to wrong-foot viewers and land the unexpected ending. It�s a lovingly scripted exercise in comic restraint, produced on a shoestring budget of

BRONZE

The Climb

Film - Online Film 1 minute or under : SINGLE

McCann Bristol

VOOM Nutrition

VOOM is a challenger in plant-based sports health and nutrition. The brief: celebrate �the power of plants� with an idea that disrupts the category. �The Climb� presents as an epic sports documentary about an over-confident free climber preparing for 'The Big One�. But he didn�t prepare for his hayfever and this becomes his undoing. A darkly comedic rug-pull lands the line: 'Never Underestimate the Power of Plants.� The dialogue had to convince as an epic sports documentary, to wrong-foot viewers and land the unexpected ending. It�s a lovingly scripted exercise in comic restraint, produced on a shoestring budget of

BRONZE

Awards 2025

2025 full winners list