Making a campaign stand-out is every marketer's goal - but what can you do to make it award-winning?
At our Best of the Best event, we looked into the campaigns which won Excellence Awards and heard from the marketers behind the great campaigns.
From inclusive adverts to political movements, here are four tips to making an award-winning campaign according to the winners themselves:
Have a clear idea
National lottery's Adam Chataway thinks clarity is key when it came to the I am Team GB campaign being successful.
The campaign saw four very different organisations (ITV, The National Lottery, British Olympic Association and UK Sport), with different goals and objectives come together with the shared interest in using The Olympics to tackle Britain’s inactivity.
Chataway says it helps steer away any disagreements between partners during the production of a campaign when everyone is very clear on the idea from the get-go.
Have a purpose
Similarly, #JoinTheHerd's Aisling Ryan thinks everyone who contributes to a campaign needs a 'shared goal'.
Their goal was simple and it had great purpose: to end ivory trade.
So whenever moments of conflict emerged, they had a clear purpose which they wanted to achieve together.
Don't jump on bandwagons
Post 'pepsigate' brands need to steer clear of jumping on bandwagons.
According to Rosie Arnold, AMV BBDO, 'the public has become much more cynical about brands who are trying to do good, or just smuggle a good cause in.'
But what if your purpose is to sell a product? Arnold advises Mars stuck to a brief instead of 'exploiting a cause'.
Instead of creating something 'sensational' purely to sell chocolate, they entered Channel 4's Superhumans Wanted competition for airtime during the Paralympics, with the aim to represent the everyday life of someone with a disability.
Bravery is key
ITV's Clare Phillips noted that all the campaigns which won an Excellent Award demonstrate that when you are 'really brave, great things' can happen.
From starting a campaign with zero budget to ban ivory trade to turning off ITV to get Britain more active, it's clear that in order to make a stand-out campaign, we need to take risks, push boundaries and be audacious.
Because as our CEO Gemma Greaves often says, 'great things never come from comfort zones.'
By Orianna Rosa Royle, Digital Assistant at The Marketing Society.