This year’s Creative Circle winners have been announced with Wieden+Kennedy winning the night’s biggest award – ‘Gold of Golds’ – for the Honda ‘The Other Side’ campaign. If you're struggling to remember this brilliant piece of work - firstly, what's wrong with you - and secondly: check it out immediately. The Other Side tells a tightly knitted and visually immaculate parallel story, with the viewer switching from one plot to the other by holding the 'R' key on their keyboard. The brilliance comes from how well the two narratives are woven together - bank robbers masks becoming children's costumes as the viewer is invited to switch it up and curate their own experience. Fantastic work.
Other big awards of the night were awarded to MJZ who picked up Production Company of the Year and won 2 Golds for IKEA ‘Beds’ in Film (Best TV Single Ad) and Film Craft. Another IKEA ad, 'T-Shirts', won a Silver for Moving Picture Company in Best FX/ CGI. Neither won the agency behind them, Mother, any awards, which probably pissed them right off. In fact, pretty much everything Mother touched won awards for other people, even their twirking crossdresser, (Two Golds for Sonny London - Epic Strut: Best Casting/ Best 30-60 single).
Leo Burnett won the Creative Agency of the Year accolade as well as Golds for McDonald’s, Always #LikeAGirl and a campaign for charity Karma Nirvana (with Cosmopolitan) to raise awareness of honour killings. The President’s Award was presented to Mark Reddy, Head of Art at BBH for his incredible contribution and influence to the industry over the past 30 years.
Creative Circle continued its support of young, emerging talent. Juriaan Booij of RSA Films won Best Up and Coming Commercial Director and Chloe Pope and Jess Morris from Dare were awarded Most Promising Creative Newcomers.
Grey London won the most Golds on the night, winning 9 in total – 4 Golds for Sunday Times ‘Icons’ campaign, 3 Golds for Sunday Times Rich List and a further Gold each for Rymans Eco and Lucozade ‘Conditions Zone’.
For me, 3 Golds seems a tad generous for what really does look like three executions of exactly same idea, but you can judge that for yourself. It's great work, and it's visually very clever, but I'm pretty sure we have a saying in advertising "Black cat, ginger cat, grey cat...".
Other Gold award winners included:
AMV.BBDO won 3 Golds for Pepsi Max ‘Unbelievable Bus Shelter’ in Outdoor and Best Integrated Campaign and 2 Golds in Film and Film Craft for Sainsbury’s ‘1914’ and picked up another Gold in Film Craft/Music for Department for Transport
FCB Inferno won 2 Golds for ‘This Girl Can’ for Sport England, with Somesuch picking up Gold for Best Direction.
Lucky Generals won 2 Golds for Paddy Power ‘Shave the Rainforest’
Publicis won 2 Golds apiece for Pilion Trust ‘Fuck the Poor’ campaign and Depaul ‘Spot 4 Sale’.
RKCR/Y&R won 2 Golds in Film Craft for ‘Adventure in Imagination’ for M&S Food.
Sonny London was awarded 3 Golds for ‘Epic Strutt’ for Money Supermarket – shot by Fredrik Bond
3 Golds were won by TBWA/London – 2 for the Ataxia campaign in Press Craft and Outdoor Craft and a further Gold for Lidl in Press.
The Mill won two Golds for ‘Maya’ for SSE in Best CGI and Best Animation.