This year's shortlist is below, ordered by category, then brand.
Please note: People and Grand Prix Award Winners are not included in this list, as they will be announced on the night.
Join us on 28 June to find out the winners and celebrate the best in marketing excellence, brand leadership and personal achievement across our industry.
Congratulations to all those shortlisted and thank you to our team of judges for their dedication to our Awards. You can also see it visually here.
| Brand | Agency | |
| BRAND COMMUNICATION (LARGE - £15M PLUS) | ||
| How The National Lottery Stole Christmas | Camelot | Adam&Eve DDB/Dentsu |
| ITVX Launch Campaign | ITV | |
| Confused.com - Brand Communication (Large: £15m plus) | Confused.com | |
| BRAND COMMUNICATION (MEDIUM - £5M TO £15M) | ||
| The Lil Jif Project | Jif | Zenith |
| #LooksLikeGuinness | Guinness | AMVBBDO |
| How Dove Influenced Toxic Influencers | Dove | Ogilvy UK |
| Capita, for the British Army | Capita, for the British Army | Accenture Song |
| Boots Christmas - From Afterthought to No.1 Gifting Destination | Boots | VMLY&R/ThePharm |
| Virgin Atlantic See The World Differently | Virgin Atlantic | Lucky Generals |
| BRAND COMMUNICATION (SMALL - UNDER £5M) | ||
| LinkedIn Makes Work Work for Women How We Shed Outdated Perceptions to Improve Work for Women & Build Brand Equity | VCCP | |
| Chilling Crime, Creepy Crawlies and Crapping Yourself: How Merlin confronted fear at the scariest time of the year to drive record volume against the odds. | Merlin Entertainments | Creature and Wavemaker |
| DECLAN RICE x MÜLLER RICE How the underdog tactically outplayed the opposition | Müller Rice | VCCP |
| DUREX - Safe sex is no laughing matter | Durex | Zenith Romania |
| MOWI salmon - good for you, good for the planet and good for business | MOWI salmon UK | |
| Red Tractor Brand Campaign | Red Tractor | |
| BRAND EVOLUTION | ||
| Getting customers Lovin’ it again, And keeping them Lovin’ it. No matter what. | McDonalds | Leo Burnett |
| Boots - Evolving a ‘local chemist’ back into a national treasure | Boots | VMLY&R/ThePharm |
| ITVX and our wider brand evolution | ITV | |
| Making mobile more supermarket | Tesco Mobile | BBH |
| Airband Broadband. How a small brand successfully took on some very big brands, by sticking to what it believes in, and having the courage to promise something better. | Airband | The Corner |
| All the small things: How we evolved the creative strategy behind the John Lewis Christmas campaign to create the most talked about campaign of the year | John Lewis | adam&eveDDB |
| How Dove Influenced Toxic Influencers | Dove | Ogilvy UK |
| BRAND PURPOSE | ||
| From advertiser to activist: The O2 Christmas Sim Card | Virgin Media O2 | VCCP |
| #periodsomnia | Bodyform/Libresse | AMVBBDO |
| #lastlonelymenopause | Tena | AMVBBDO |
| How Dove Influenced Toxic Influencers | Dove | Ogilvy UK |
| Boots x Menopause - Real Change Comes from Within | Boots | VMLY&R/ThePharm |
| Scottish Widows: Sharing the facts on International Women's Day | Scottish Widows | adamandeve ddb |
| BUSINESS TO BUSINESS (LARGE BUDGET £15m +) | ||
| How Sage turned accountancy software from business-to-business to human-to-human | Sage | VCCP |
| The $0.5 billion engine - Growing a channel from the ground up | Verizon | The Marketing Practice |
| BEST AGENCY TEAM | ||
| Standard Life Hybrid Creative Services | LOOP Agencies | |
| WeAreFearless | WeAreFearless | |
| VCCP Stoke Academy: a JFDI approach to tackling the creative industry’s diversity problem | VCCP | |
| BEST BRAND TEAM | ||
| The team behind ITVX | ITV | |
| Camelot: Performance against a backdrop of uncertainty | Camelot/The National Lottery | |
| Boots Marketing - from living off the brand’s past to writing its own history | Boots | |
| CAMPAIGN OF THE YEAR 2022 | ||
| Have a Word: Turning bystanders into women’s allies against male violence in London | Mayor of London | Ogilvy UK |
| Virgin Atlantic - See The World Differently | Virgin Atlantic | Lucky Generals |
| How Dove Influenced Toxic Influencers | Dove | Ogilvy UK |
| The launch of ITVX | ITV | |
| CREATIVE USE OF MEDIA | ||
| DUREX - Safe sex is no laughing matter | Durex | Zenith Romania |
| Infecting the Nation with The Last of Us | Sky | |
| Together This Ramadan: How Tesco Stood In Solidarity With An Underrepresented Community | Tesco | BBH |
| Macmillan's Pursuit of Relevance: Whatever It Takes | Macmillan Cancer Support | Wonderhood Studios |
| CUSTOMER ENGAGEMENT & EXPERIENCE | ||
| Rise Fast Work Young: Getting the next generation of talent into hospitality | Hospitality Rising | IPA 10X (Ogilvy UK, VCCP, Forever Beta, Antler Social, Smithfield, Saved By Robots, Tigerbond, Wildstorm PR, The Fourth Angel) |
| KFC Rewards Arcade | KFC | RAPP |
| Whiskas | Whiskas | AMVBBDO |
| EFFECTIVE & IMPACTFUL STRATEGY | ||
| Yorkshire Tea - Long-term brand building done proper | Yorkshire Tea | Lucky Generals |
| Implementing great creative strategy with Cadbury | Cadbury | Kantar |
| Capita, for the British Army - Effective & Impactful Strategy | Capita, for the British Army | Accenture Song |
| Have a Word: Turning bystanders into women’s allies against male violence in London | Mayor of London | Ogilvy UK |
| DUREX - Safe sex is no laughing matter | Durex | Zenith Romania |
| The National Lottery Brand Strategy: If it wasn’t broke, why did we fix it? | Camelot/The National Lottery | Adam&Eve DDB/Dentsu |
| EFFECTIVE USE OF INSIGHT AND DATA | ||
| How Dove Influenced Toxic Influencers | Dove | Ogilvy UK |
| Loyalty from the inside | IKEA | RAPP |
| ITVX and a multimethodology data approach | ITV | |
| Philips and Kantar: Understanding search data to connect Philips with their target audience | Philips | Kantar |
| Imodium | Imodium | AMVBBDO |
| EMPLOYEE ENGAGEMENT & EXPERIENCE | ||
| Sky Marketing Excellence Programme | Sky Marketing Excellence Programme | Sky UK |
| Vodafone Group Brand All Hands 2022 | Vodafone | |
| INNOVATION | ||
| STOP WEEPING ON THE SOFA, START GIFTING WITH A POSTER | Cadbury | VCCP |
| Listen and Book: easyJet x spotify | easyJet | VCCP |
| MARKETING FOR POSITIVE CHANGE | ||
| #WeThe15: The story of the biggest human rights movement for persons with disabilities in history | International Paralympic Committee | adam&eveDDB |
| Nature Calls: Wiping Out Wet Wipes for Scottish Water | Scottish Water | Always Be Content |
| Virgin Atlantic - See The World Differently | Virgin Atlantic | Lucky Generals |
| How Dove Influenced Toxic Influencers | Dove | Ogilvy UK |
| FINGERS CAN SAY A LOT How and why Cadbury Fingers encouraged the nation to learn some British Sign Language | Cadbury Dairy Milk Fingers | VCCP |
| Have a Word: Turning bystanders into women’s allies against male violence in London | Mayor of London | Ogilvy UK |
| NOT FOR PROFIT MARKETING | ||
| Nature Calls: Wiping Out Wet Wipes for Scottish Water | Scottish Water | Always Be Content |
| The Last Photo: Changing the Face of Suicide Awareness | Campaign Against Living Miserably | adamandeve ddb |
| Have a Word: Turning bystanders into women’s allies against male violence in London | Mayor of London | Ogilvy UK |
| WeThe15: The story of the biggest human rights movement for persons with disabilities in history | International Paralympic Committee | adam&eveDDB |
| Rise Fast Work Young: Getting the next generation of talent into hospitality | Hospitality Rising | IPA 10X (Ogilvy UK, VCCP, Forever Beta, Antler Social, Smithfield, Saved By Robots, Tigerbond, Wildstorm PR, The Fourth Angel) |
| Capita, for the British Army - Not for Profit Marketing | Capita, for the British Army | Accenture Song |
| SUCCESSFUL & EFFECTIVE PARTNERSHIPS | ||
| Make Your Comeback | Sport England - This Girl Can & Strava | 23red |
| How a newcomer rewrote the rulebook of Mediterranean-style lagers | Madri | Havas London |
| DECLAN RICE x MÜLLER RICE IT JUST MADE SENSE. How we made the most unlikely of partnerships, feel so painstakingly logical. | Müller Rice | VCCP |
| JUDGES CHOICE: CFO PRIZE | ||
| STOP WEEPING ON THE SOFA, START GIFTING WITH A POSTER | Cadbury | VCCP |
| Capita, for the British Army - Not for Profit Marketing | Capita, for the British Army | Accenture Song |
| #LooksLikeGuinness | Guinness | AMVBBDO |
| From advertiser to activist: The O2 Christmas Sim Card | Virgin Media O2 | VCCP |
| Getting customers Lovin’ it again, And keeping them Lovin’ it. No matter what. | McDonalds | Leo Burnett |
| How Sage turned accountancy software from business-to-business to human-to-human | Sage | VCCP |
| How The National Lottery Stole Christmas | Camelot/The National Lottery | Adam&Eve DDB/Dentsu |
| KPI Store Reports | IKEA | RAPP |
| Nature Calls: Wiping Out Wet Wipes for Scottish Water | Scottish Water | Always Be Content |
| The launch of ITVX | ITV | |
| JUDGES CHOICE: MOST INSPIRATIONAL STORY | ||
| Have a Word: Turning bystanders into women’s allies against male violence in London | Mayor of London | Ogilvy UK |
| #lastlonelymenopause | Tena | AMVBBDO |
| The Last Photo: Changing the Face of Suicide Awareness | Campaign Against Living Miserably | adamandeve ddb |
| How Dove Influenced Toxic Influencers | Dove | Ogilvy UK |
| The team behind ITVX | ITV | ITV |
| DUREX - Safe sex is no laughing matter | Durex | Zenith Romania |
| #WeThe15: The story of the biggest human rights movement for persons with disabilities in history | International Paralympic Committee | adam&eveDDB |
| Getting customers Lovin’ it again, And keeping them Lovin’ it. No matter what. | McDonalds | Leo Burnett |
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