While it’s been fun to see Cannes Lions-winning work, let’s not forget that there are several other awards and honors worth considering.
For Indie Agency News members Worldwide Partners (WPI), the Grand Indies is not just a tradition; it’s a highly competitive event that rivals any other creative award.
Judged by a global panel of creative and industry leaders, six category winners show the power of brilliant ideas, strategy and creativity.
Social Good and Best of Show
Agency: The Beyond Collective, London
Client: Alzheimer’s Research UK
Campaign: Change the Ending
From an outsider’s perspective, anything that includes Academy Award-winner Olivia Colman is gold. But dig deeper, and you’ll understand why this work for Alzheimer’s Research UK matters so much. It’s a HUGE swing designed to move people from passive to active donations.
Results
It worked—a 300% increase in donations.
Why we love this work
Colman and brilliant animation and storytelling aside, it’s the rare work that demands your full attention.
B2B
Agency: Five by Five, London
Client: Screwfix
Campaign: Don’t Stop. Sprint.
The DoorDashing/Uber Eats-ing for tools, parts and materials for tradespeople in the UK? And throw in classic 80s hit “Break My Stride” by Matthew Wilder? We’re in.
Results
Another heater—a 65% increase in downloads of the Sprint app and a staggering 60% increase in sales through the app.
Why we love this work
This could have been horribly boring, but props to Five by Five and Screwfix for making a breath of fresh air and bucking the B2B trend of “zzzzzzz.”
B2C
Agency: Rosbeef!, Paris
Client: Kronenbourg 1664
Campaign: The Fresh / French Way
A stodgy beer brand in the eyes of the younger set? Maybe. But this campaign did everything right, including letting consumers and key influencers touch and mold the product. And it has a lovely French artistic bent.
Results
A 12% bump in sales doesn’t lie.
Why we love this work
Oh, we’re so jaded about influencers. But done well, like here, it can be magical. We also loved how it “felt” French and more hand-crafted.
Healthcare
Agency: Coegi, USA
Client: Moderna
Campaign: #Spikevax Partner Community
Sometimes, the best approach is to take the direct route. Again, influencers, especially in a critical global health space, can be a gamble. Yet, the agency and brand were incredibly meticulous in their approach to impacting high-risk groups.
Results
Half a billion impressions and influenced 300,000 vaccinations. That’s a big win for everyone.
Why we love this work
We do love the super-creative stuff. But when you talk about a global health issue, dotting the t’s and crossing the i’s (we know, we’re being silly) is the way to go. We loved the discipline here.
Tech Innovations
Agency: Blink Digital, Mumbai
Client: Amazon India
Campaign: Radio’d Billboards
Save a prayer for poor, old radio? Perhaps that’s the sentiment in other places worldwide, but there’s no denying it remains a vital and effective platform, especially in India. And Blink realized that there was a way to bridge old school and new tech by creating the remarkable Prime Day Broadcast, using OOH and old fashioned radio.
Results
Honestly, watch the case film. It’ll blow you away.
Why we love this work
Radio is in our blood—and we love it when brands figure out that there are plenty of ways to use audio to own the airwaves. And the fact that it was uber-focused on Prime Day is a stroke of simple genius.
Travel & Tourism
Agency: LG2, Montreal
Client: Destination Québec cité
Campaign: Winter Lotus
HBO Max’s White Lotus took the world by storm. Exotic locales, saucy storylines—it had everything. But what if you popped the show into a place way north in winter? Like Québec City? Using the legendary Chateau Frontenac as the star, the client and LG2 created a location pitch to the show’s producers, doubling as a wonderful travel brochure.
Results
The numbers were great. But, the biggie? One of the show’s producers wrote back, “Always worth a shot, right?”
Why we love this work
Subversion is incredibly powerful. And this was such a smart way to get (well-deserved) attention for a few thousand dollars.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
