The TV component, a two-minute spot featuring four rapping farmers, caught the nation’s imagination, clocking up nearly 2m views on YouTube. In the three months following the campaign’s launch, Yeo Valley generated an incremental uplift in sales of more than £3.5m.
Another winner at the event, run in partnership with Marketing, was the youth homelessness charity Depaul UK, for its iHobo app, devised by Publicis London. The Tamagotchi-style iPhone app, which allows users to care for a fictional homeless man and donate to the charity, won the Leading Edge Thinking, Not-for-profit Marketing and Marketing on a Shoestring categories.
The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.