The Caples Awards 2018

Celebrating its 40th anniversary in 2018, The Caples Awards brought together 22 judges from around the world – Australia, Belgium, Spain, South Africa, Switzerland, the UK and the USA.

Under the Presidency of Emma de la Fosse, Chief Creative Officer for the Ogilvy Group UK, the jury awarded 17 Gold, 20 Silver and 68 Bronze awards.

Best in Show

The jury was unanimous in awarding Best in Show to CHE Proximity Australia for carsales.com.au "Auto Ads".

They wanted it noted that this campaign not only has exceptional results, driving both sales of cars and sales of advertising in the publication but has helped strengthen the brand's reputation. Moreover, this is an inspiring example of how Programmatic can be used imaginatively to remarket a different, fresh and funny ad to potential car–buyers time after time.

Andi Emerson award

The Andi Emerson Award, given to the individual who has contributed most to creativity in response–driven advertising, is David Droga, Founder and Chairman of Droga5.

In nominating Droga for this award, Emma de la Fosse said: "When David was in London, executive creative director at Saatchi & Saatchi, he really made an impression on me then as the first creative leader to break down the walls between so–called above–the–line and below–the–line communications, both literally and physically. Since then he has gone on to build an agency that is obsessed not with channels but with finding brilliantly effective solutions for clients' problems."

Results

Ambient/Guerilla/Outdoor

Bronze

  • Contrapunto Barcelona – Smart "Chameleon"
  • Oliver London – Barclaycard Fraud "Monkey Business"
  • Proximity London – Open Pride "Love Lived Here"
  • Proximity Barcelona – SKODA "The Stagecoach"
  • Rodgers Townsend – Nature's Miracle "Pee in the Park"
  • Shackleton Madrid – Shackleton "On Hold Music Live"
  • Wunderman Mexico – El Fogoncito "Safe Taco"

Silver

  • Proximity Madrid – Bijoux Indiscrets "Real Orgasms"
  • Zulu Alpha Kilo Toronto – Uber/M.A.D.D. "Uber Moms"
  • Happiness Brussels – Carlsberg "Probably TEDx"
  • Colenso BBDO Auckland – DB Breweries "Sand"

Gold

  • CHE Proximity Australia – Swann Insurance "Inconvenience Stores"

Branded Content

Bronze

  • Clemenger BBDO Wellington – NZ Human Rights Commission "Give Nothing to Racism"
  • Colenso BBDO Auckland – Mars M&Ms "Haunted M&Ms"
  • Edge Agency Sydney – Nulon "Born This Way"
  • Proximity Barcelona – Audi "Ever After"
  • Proximity China – Alibaba "Greatness of Small"
  • Proximity Madrid – Pullmantur Cruceros "Welcome Home Aboard"
  • Shackleton Madrid – Shackleton "On Hold Music Live"
  • Shackleton Madrid – Jameson Notodofilmfest "With Very Little"

Silver

  • CHE Proximity Australia – Cochlear "Hearprints"
  • CHE Proximity Australia – Velocity "Billion Points Giveaway"
  • Ogilvy & Mather New York – IKEA "Oddly IKEA"
  • Zulu Alpha Kilo Toronto – Harley Davidson "Common Ground"

Gold

  • CHE Proximity Australia – carsales.com.au "Auto Ads"
  • Happiness Brussels – Carlsberg "Probably TEDx"

Digital B2B

Bronze

  • Ogilvy UK – IBM "#WhatMakesGreat"
  • Contrapunto Barcelona – ATELCA "The Good Virus"

Digital B2C

Bronze

  • CHE Proximity Australia – Cochlear "Hearprint"
  • CHE Proximity Australia – LEGO "Making the List"
  • Clemenger BBDO Brisbane – GFC "The Email Lure"
  • Clemenger BBDO Melbourne – Myer "6–Second sale"
  • Clemenger BBDO Wellington – NZ Human Rights Commission "Give Nothing to Racism"
  • Colenso BBDO Auckland – Mars M&Ms "Haunted M&Ms"
  • Contrapunto Barcelona – SMARTcar "Chameleon"
  • DDB Toronto – Volkswagen "Just Ask a VW Driver"
  • Edge Agency Sydney – Nulon "Born This Way"
  • Los Goodfellas – Prólogo "Tinderbooks"
  • Oliver London – Barclaycard Fraud "Monkey Business"
  • Proximity Madrid – Renault "Guide to Forgotten Roads"
  • Proximity Paris – Haagen–Dazs "Extraa HD"
  • Rewind London – BBC "VR Spacewalk"
  • Rodgers Townsend St Louis – Pianos for People "Thank You Notes"

Silver

  • CHE Proximity Australia – Velocity "The Billion Points Giveaway"
  • Colenso BBDO Auckland – Mars Pedigree Dentastix "SelfieSTIX"

Gold

  • CHE Proximity Australia – carsales.com.au "Auto Ads"
  • Colenso BBDO – Mars Pedigree "Child replacement Programme"

Direct Mail B to B

Bronze

  • Agentur am Flughafen Switzerland – by marei "Hockår"
  • Agentur am Flughafen Switzerland – Schöb – "Direct from the Forest"
  • Oliver London – The Guardian "Learn About the Media Planner"
  • Story – Story UK "Story Book"

Silver

  • Ogilvy UK – W3W "Addressing the Problem"

Direct Mail B to C

Bronze

  • Ogilvy & Mather New York – Nationwide "Sleeper"
  • Wunderman Mexico – Citibanamex "iTravel Case"
  • Proximity Madrid – Renault "First Brochure Made by Kids for Kids"
  • Colenso BBDO Auckland – Fonterra "The 2,000 Piece Voucher"
  • Colenso BBDO Auckland – Visa "Welly Beans"
  • Happiness Brussels – Tuborg "Beat Bottle"

Innovation

Bronze

  • AnalogFolk – Unilever PG Tips "Morning Moods"
  • Clemenger BBDO Melbourne – Mattel "Never before Barbie"
  • Contrapunto Barcelona – ATELCA "The Good Virus"
  • Contrapunto Barcelona – SMARTcar "Chameleon"
  • JWT San Francisco – Treasury Wine estates – "Living Wine Labels"
  • Ogilvy UK – IBM "#WhatMakesGreat"
  • Shackleton Madrid – Shackleton "On Hold Music Live"

Silver

  • CHE Proximity Australia – carsales.com.au "Auto Ads"
  • Colenso BBDO Auckland – Mars Pedigree Dentastix "SelfieSTIX"

Gold

  • CHE Proximity Australia – Cochlear "Hearprints"
  • Colenso BBDO Auckland – DB Breweries "Sand"

Integrated

Bronze

  • BMF Sydney – Sportsbet "Putting the Roid In Android"
  • CHE Proximity Australia – LEGO "Making the List"
  • Clemenger BBDO Brisbane – Airbnb "Until We Belong"
  • Colenso BBDO Auckland – Spark "Netflix Dinners"
  • Proximity Barcelona – SKODA "Stagecoach in the Desert"
  • Proximity Paris – Haagen–Dazs "Extraa HD"
  • The Good Agency – WaterAid "Untapped"

Silver

  • CHE Proximity Australia – Cochlear "Hearprints"

Gold

  • CHE Proximity Australia – carsales.com.au "Auto Ads"
  • CHE Proximity Australia – Velocity "Billion Points Giveaway"
  • Colenso BBDO Auckland – Mars Pedigree "Child Replacement Programme"

Mobile

Bronze

  • CHE Proximity Australia – LEGO "Making the List"

Gold

  • Colenso BBDO Auckland – Mars Pedigree Dentastix "SelfieSTIX"

Not for Profit

Bronze

  • Contrapunto Barcelona – ATELCA "The Good Virus"
  • Clemenger BBDO Wellington – NZ Human Rights Commission "Give Nothing To Racism"
  • Ogilvy UK – PHE "Let's Talk About Sex"
  • Proximity London – Open Pride UK "Love Lived Here"
  • Rodgers Townsend – Pianos for People "Music For All"

Silver

  • Happiness Brussels – OVK/Parents of Road Victims "#Speedtalks"

Gold

  • Ogilvy & Mather New York – NewFest & NYC Pride "Type With Pride"
  • Happiness Brussels – OVK/Parents of Road Victims "Behind the Numbers"

Radical New Strategy

Bronze

  • Clemenger BBDO Wellington – NZ Human Rights Commission "Give Nothing to Racism"
  • Ogilvy & Mather New York – Motorola "Hello Real People"

Silver

  • CHE Proximity Australia – carsales.com.au "Auto Ads"
  • CHE Proximity Australia – Swann Insurance "Inconvenience Stores"
  • CHE Proximity Australia – Velocity "Billion Points Giveaway"
  • Colenso BBDO Auckland – DB Breweries "Sand"

Gold

  • Happiness Brussels – Carlsberg "Probably TEDx"
  • Story Edinburgh – Pickering's Gin "Gin Baubles"

Traditional Media

Bronze

  • Ogilvy UK – Samsung "Humans Will Be Humans"
  • Proximity London – The Economist "British Election Campaign"
  • Proximity Barcelona – Audi "Ever After"
  • Shackleton Madrid – RENFE "Moving"
  • Shackleton Madrid – Jameson Film Festival "With Very Little"
  • Agentur am Flughafen – by marei "Hockår"

Silver

  • CHE Proximity Australia – carsales.com.au "Auto Ads"

Gold

  • Colenso BBDO – Mars Pedigree "Child replacement Programme"
  • Happiness Brussels – OVK/Parents of Road Victims "Behind the Numbers"

The Jury

  • Emma de la Fosse – Chief Creative Officer, Ogilvy Group UK
  • Chris Gotz – CCO OFYT, South Africa
  • Dave Mullen – executive creative director, Story, Edinburgh
  • David Harris – chief creative officer, Gyro UK
  • Doug Schiff – chief creative officer, Ogilvy, Japan
  • Duncan Gray – trustee, The Caples Awards, London
  • Eva santos – chief creative officer, Proximity Worldwide
  • Geoffrey Hantson – chief creative officer, happiness, Brussels
  • Harsh Kapadia – executive creative director, VML, London
  • Jeff Harris – executive creative director, Track, Auckland
  • John Treacy – executive creative director, Proximity, London
  • Jonas Lembke – creative partner, Innovation Chapel, Sydney
  • Jonathan Butts – executive creative director, Blackwing Creative, San Francisco
  • Juan Nonzioli – chief creative officer and founder, Shackleton, Spain/Chile
  • Logan Wilmont – chief creative officer, Doner, London
  • Marcus Iles – creative director, Publicis UK
  • Nicky Bullard – chief creative officer and Chairwoman, MRM Meteorite, London
  • René Eugster – foundser and executive creative director, Agentur am Flughafen, Switzerland
  • Ron Copeland – executive creative director, Rodgers Townsend, St Louis, USA
  • Stu Stobbs – chief inspiration officer, FCB
  • Thomas Scovell – chief strategy officer, AnalogFolk, London
  • Wayne Pick – executive creative director, Colenso BBDO, Auckland

Great Guns Social

The jury convened at Great Guns Social, the pub converted to be a creative hub established by Laura Gregory earlier in 2018.

As Geoffrey Hantson, chief creative officer of Famous, Brussels, said: "How brilliant to come to London and meet other like–minded creative people in a pub."