A DRTV ad for youth charity Depaul Trust, which let viewers make choices for a homeless person, scooped the Grand Prix at the Direct Marketing Association (DMA) Awards.
The campaign, by Publicis Dialog, enabled viewers to choose the next step for a teenager struggling with homelessness, using interactive technology.
Viewers could make donations via their remote, with the amount then added to their digital TV bill.
The DMA presented 32 Gold awards, with Harrison Troughton Wunderman (HTW) and Story winning five each. HTW won for work on Xerox, M&G Investment s and IBM Global Services. Story was rewarded for its Glenmorangie work.
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