Winner of

Real-time data and automation

Lynx, Unilever and CALM (Campaign Against Living Miserably)

DS16 Real time data and automation

Entered by: TMW Unlimited

Project name: Bigger Issues

Additional agencies: W Communications, DOOH.com, Kinetic Worldwide UK, Mindshare

Suicide is the biggest killer of young men in the UK, something the Bigger Issues campaign wanted to raise awareness of using real-time social media insight to power a dynamic national campaign across digital out-of-home, social media and display advertising. It targeted messages around conversations people were having at that precise moment with regionally tailored creative. According to YouGov, knowledge of male suicide increased by 45% nationally over the campaign period, and by 120% in London.

Judges' comment: "Simple and clever engagement with strong results in raising awareness."

Shortlisted

Unlocking The Value of Sharing at Christmas for Boots entered by RadiumOne

New Builds: How Zoopla's Dynamic Campaigns Re-Wrote the DoubleClick Rule Book for Zoopla Group entered by Merkle|Periscopix

Using real-time Google data to air the Sambucol TV campaign for Healthspan – Sambucol entered by VCCP Media

Grab a seat! It's Pimm's O'Clock for Diageo entered by Posterscope