Adam & Eve’s Save the Children campaign, which also won the best use of sponsorship or content category, included a TV spot, branded content, sponsorship and a telethon.
In partnership with ITV, the agency created a six-part Sunday primetime show called ‘Born To Shine’, the first inspired by an advertising idea.
It celebrated child potential by showing talented children passing on their skills to celebrities, who then showed what they had learned by performing in front of a studio audience.
As a result, 100,000 new regular direct debit donators signed up during 2011 and 100,000 one-off donations were also received. Spontaneous awareness of the charity shot up 230 per cent.
The judges comments included "A brilliant execution from beginning to end" from Mark Jarvis, partner at the7stars, and "We’d all like to have that on our CV" from Lindsay Pattison, chief executive of Maxus.
Fifty6’s entry for Virgin Media’s TiVo set-top box won the best use of TV in an integrated campaign category.
The judges agreed the planning was robust, vigorous and impressive, and demonstrated complete understanding of platform crossover.
Praise was highest from rival Jeremy Tester, the director of brand strategy and communications at Sky Media. "It told a fantastic story, pulled together with a load of great results," he said.
Manning Gottlieb OMD’s work for John Lewis won the highly competitive best ongoing use of TV category, with all judges agreeing that the planning amplified the creative.
Goodstuff’s Ann Summers campaign, which concentrated a limited £243,000 budget on the takeover of an ad break in the final episode of ITV2’s ‘The Only Way Is Essex’, won best newcomer to TV as well as an inaugural special award for best low budget use of TV (for campaigns under £500,000).
UM London won best use of TV innovation, standing out for pushing product placement to its fullest for Xbox Kinect in Sky1 programme ‘A League Of Their Own’. Judge Jonathan Allan, sales director at Channel 4, highlighted it as "product placement at the most powerful end".
Total Media’s campaign for Hotwire.com won best use of TV for response and was praised by Craig Mawdsley, AMV BBDO joint planning director, for its plethora of data and "a definite commitment to response".
There were 73 entries this year, an increase of 20% over 2011, and 20 were shortlisted in April.
The awards, now in their fifth year, are held in conjunction with Campaign and MediaWeek.co.uk.
They were presented at central London venue Sketch earlier this afternoon at an event hosted by comedian Russell Kane.