The agency also scooped ‘The Effectiveness Award’ for its work on Gillette’s ‘To Your Armpits and Beyond!’ campaign, which judges described as “very ambitious and impressive how it changed behaviour”, and ‘The Sports Performance Award’ for P&G’s global ‘Thank You, Mum’ campaign for having a “proper communications strategy” and “brilliant execution”.

OMD picked up three awards, including ‘Best International Launch or Re-launch Campaign’ for ‘Introducing Vodafone Red’, ‘Best Nation & Destination Marketing Campaign’ for its work on ‘Upgrade to Canada’, which was described by judges as “a clear winner and a really smart idea”, and ‘The Global Viral Excellence Award’ for Paddy Power’s ‘The Miracle of Medinah Sky Tweets’. The latter two campaigns were also highly commended in two separate categories.

Starcom Mediavest Group took home two awards – ‘Best Targeted Campaign’ for Blackberry’s ‘The Satire Revolution’, which “connected and engaged in an extremely difficult marketplace”, and ‘Best Use of Content’ for Heineken’s ‘The Candidate’ which judges dubbed “genuinely brilliant”.

‘Best Local Execution of a Global Brand’ was awarded to Initiative for Coca-Cola’s ‘Million Reasons to Believe in Thailand’ which was described as “an admirable execution and a perfect fit for the brand”. Earlier this year, the campaign won ‘Campaign of the Year’ at The Festival of Media Asia Awards.

Maxus picked up the award for ‘Best Campaign for Reaching Business and Political Decision Makers’ for its work on UPS’ ‘Terracotta Warriors’ and ‘Best Contribution to a Campaign by a Media Owner’ was awarded to Yahoo for ‘Life of Pi’, which “captured the judges’ imagination”.

Real Beauty Sketches

Dove’s ‘Real Beauty Sketches’ campaign, by PHD, scooped the ‘Campaign of the Year’ title. The campaign, which shows an artist sketch two portraits of a woman– the first based on their description of themselves and the second according to others’ descriptions of them, to show that women are more beautiful than they think they are, was the only campaign to pick up two awards on the night including ‘Best Engagement Strategy’ and ‘Best Use of Digital’.

Judges noted that the campaign was based on “strong insight” and said that the communication strategy was “deeply rooted in the brand’s purpose”.

In the non-entering categories, voted for by the public, Fernando Machado, brand development vice-president, Dove Skin Cleansing and Care picked up the award for ‘International Marketer of the Year’, sponsored by Euronews.

The ‘Luxury Brand of the Year’ title, sponsored by OMD, was awarded to Patek Philippe and ‘The Media Excellence Award’, sponsored by Time and Fortune, was handed to Samsung for the second year running.

All of the winning case studies are available to view on Cream.