1
Pride in London ‘Love happens here’
Pride in London highlighted stories of love in London, drawn from the LGBT+ community and shared via an interactive map. At its peak #Lovehappenshere was used three times per second; Pride in London hit more than 670 million unique impressions.
Agency WCRS
Creative Ross Neil
2
Canon ‘Live for the story’
Canon wanted to engage a generation that had found it irrelevant. It launched an influencer-led push with model and actress Zoë Kravitz, urging people to share their stories of summer on Instagram under "#liveforthestory" for the chance to "chase summer" for a year.
Agency VCCP
Creative Darren Bailes
3
British Airways ‘Safety video’
British Airways and Comic Relief created a partnership under the umbrella of "Flying start". To drive donations and flag up the tie, it created a light-hearted, star-studded safety video, seen daily by 55,000 people on BA planes.
Agency Bartle Bogle Hegarty
Creative Paul Silburn
4
The Economist ‘Election campaign’
The Economist reacted swiftly to this year’s snap general election offering every person in the UK a free copy of the magazine. It used a range of media, from Snapchat to outdoor, to adapt its message.
Agency Proximity
Creatives Jason Cascarina, John Treacy
5
Adidas ‘Glitch’
To promote Adidas’ Glitch boot, Possible and Iris created an invitation-only ecommerce app as the only route to purchase. The app was downloaded more than 60,000 times in six months.
Agencies Iris, Possible
Creatives Iain Robson (Iris); Pablo Marques, Wojciech Zalot (Possible)
6
Voxi ‘Voxi x artists’
To engage its prospective audience with its youth brand Voxi, Vodafone offered its first 10,000 customers the opportunity to design their own smartphone case, or pick a design created by one of three artists.
Agency TMW Unlimited
Creatives Kate Craggs, Tom Harman, Rob Lloyd, Nick Raven
7
Sky Bet ‘#AgonyOrEcstasy’
To build awareness of football’s Sky Bet Championship play-offs, Social Chain created fan videos on Facebook and content on Twitter. It also launched a series of Instagram Stories on Sporf celebrating the games’ most agonising and ecstatic moments.
Agency Social Chain
Creative William Brazier
8
Virgin Red ‘Keys to the Kasbah’
To prove loyalty rewards are not dull, Lida transformed the Virgin rewards app into a daily escape. The work ran across digital channels, inviting users to undertake "secret agent" missions to win a getaway to Morocco’s Kasbah Tamadot.
Agency Lida
Creatives Michael Jason-Hobbs, Tori Winn
9
PG Tips ‘Morning moods’ 
PG Tips wanted to drive purchase of its black tea portfolio. To join online conversations and liken moods to different teas, it partnered Giphy to create a range of shareable gifs, all starring its Monkey brand character.
Agency AnalogFolk
Creatives Matt Mitchell, Dan Noller, Matt Seccombe
10
The Sunday Times ‘Rich List’
Those on this year’s Sunday Times "Rich List" managed, in the main, to ride out what was a tumultuous year. To illustrate this, a digital campaign by Wunderman depicted them riding rodeo bulls.
Agency Wunderman
Creatives Alex Horlock and Preeti Moseman