South African agencies win at UK awards

The awards recognise the group's continued move to encompass new aspects of innovation, digital, bought, owned and earned media in its brand campaigns. The winners represented work for brands that included Johnnie Walker, Guinness and Captain Morgan from around the world. Many of the winners highlighted campaigns that allowed consumers to join in, share, comment and create with these brands.

South African winner

The brief to King James was to implement the global Walk With Giants campaign in key African markets. This was done to drive brand affinity and make the brand the first choice status whisky by reinforcing the belief that it inspires consumers to progress in life. The campaign was built around the idea of using individuals recognised for their achievements to inspire others.

In dramatising the story of Haile Gebrselassie, the creative team looked to celebrate the humble beginnings of greatness and what it takes to achieve success and progress in life. The execution focused on the human aspect of his story and the attitudes, character traits and values responsible for his achievements.

The TVC was filmed as a narrative of Haile's personal story on the way to becoming a Giant. In this way, his status as a Giant is communicated in a remarkable and inspiring way that creates a human and emotional connection between the audience and the story.

Says James Barty, King James group chief executive, "The team worked tirelessly from concept to final material to produce a creative campaign of which all are proud. With a simple brief to 'inspire' our target market, we created a campaign that brought the key brand benefit, 'inspiring personal progress' to life, in a way that would build an emotional connection with our consumers. While global giants delivered stature, local giants were needed to add relevance and actively inspire through engagement."

Winners engage consumers

Andy Fennell, Diageo chief marketing officer, commented, "All the marketing recognised fundamentally changes the nature of our engagement with consumers through our brands. What has been particularly interesting to see this year is how creatively the agencies have worked with us to deliver new levels of consumer participation in our campaigns.

"The best work has included a mix of all elements of traditional and new media platforms. Our agencies have truly shown their skill and dexterity in developing innovative work that continues to build our brands. I am delighted to be able to recognise and celebrate their creative ideas and achievements."

All the winners