The "second chance" interactive YouTube ad encourages employers in the first stage of the job application process to stop asking interviewees whether they have a criminal conviction.
The ad shows a young man at a job interview admitting that he has spent time in prison. If the viewer tries to skip the ad, he starts again, getting more and more distressed each time before explaining how disappointed he is to miss his "second chance".
If the viewer lets the man talk by not skipping the ad, the interviewee becomes more confident and thanks them for watching.
At Leo Burnett Change the creative team was Phillip Meyler, Darren Keff and Hugh Todd. The creative director was Adam Tucker.
In addition to the Grand Prix, "second chance" picked up gold in Best Direct Mail campaign, Best Use of Film and Best Writing in any Medium, as well as three silvers.
OgilvyOne London one the most awards of any agency with eight gold awards including three for British Airways "magic of flying", two for Crimestoppers "putpockets", two for Dishoom "The Dishoom Story Plates" and one for "dispatches from the Wimbledon Championships" for IBM.
"Magic of flying", which picked up the Direct Grand Prix at Cannes and two golds at the Campaign Big Awards, won DMA Awards golds in Best Media Led Campaign, Best Creative Solution or Innovation and Best Use of Technology.