The ad, created by Channel 4’s in-house agency 4Creative, was one of seven "best of the best" winners at the awards ceremony in London tonight.
The ±±¾©Èü³µpk10 Big Awards honour the best commercial creativity and agencies in British advertising.
The best digital campaign was Deutsche Telekom’s "Magenta unleashed" by Saatchi & Saatchi, which also won gold, silver and bronze Lions in Cannes this year. The app launched with virtual band Gorillaz and enabled anything magenta to become a viewable screen.
Cancer Research UK’s "The breath test" by Abbott Mead Vickers BBDO topped the out-of-home category. The charity also won in the integrated category for "Cancer is happening right now" by Anomaly.
Johnston Press’ "The i newspaper general election" by Atomic London was named best print. In radio, Tate Britain’s "Gin lane" by Grey London took home the top prize.
Microsoft Xbox Dead Rising 4’s "Zombie Christmas: the real-world trailer" by McCann London scooped the best experiential award.
Meanwhile Mother London won the Arden Award for "#FreetheFeed", its project that inflated a giant breast atop a Shoreditch rooftop to overturn breast-feeding stigma.
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