The UK's only Gold winner in the category was WE R Interactive London for Nike Football "I am playr".
The other UK winners were TBWA\London, which won Silver for Skittles "blue skittles – like the rainbow" and AMV BBDO which picked up Bronze for its Mercedes "escape the map" work.
Branded Content Grand Prix winner Creative Artists Agency also won the Grand Prix in Film for the Chipotle spot, which was produced by London production shop Nexus.
The majority of Gold winners in the category were US agencies, including 72andSunny’s K-Swiss work "mfceo", TBWA\Chiat Day Los Angeles\OMD Los Angeles’ Quantas work "the great crusade".
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