Big Awards 2010: The Gold winners' roll call

It was a tough call, but here they are - our judges' final list of gold winners for the Campaign Big Awards, Damon Collins writes.

Winning awards isn't easy. When it comes to the Campaign Big Awards that's a profound understatement.

"Choose only the biggest and freshest ideas." That was the brief to 66 of the country's most experienced marketing and communications experts when they were presented with the best creative work the UK produced last year. The pages you hold in your hands are the result of their deliberations.

Many a great piece of work fell by the wayside in the search for the "biggest and freshest". But that's the joy, and horror, of the Big Awards. They're about focus.

And hard though these awards may have been to win, they were also not a cinch to judge. My plea to the jurors was to be as objective as possible while performing what is primarily a subjective task. To leave politics outside and view the work as if for the first time, with no prior knowledge of which friends or enemies may have made it and vote for what is clearly brilliant. Quite a discipline in itself.

On top of which, because awards competitions are evolving in parallel with the industry, this year's juries had some meaty questions to answer.

With convergence finally upon us, and the nominal differentiation between digital and non-digital advertising disappearing, what precisely should the Digital category consist of? Does the term "viral" really only refer to a "desired outcome" until it has some serious numbers associated with it? With the immediate results provided by all interactive media, what currently constitutes Direct? And will it soon become the awards' biggest category?

I'd like to take this opportunity to thank the jurors for so patiently applying their minds to such posers. And to congratulate all those behind this year's winners. And I mean all those. There are myriad people without whom the contents of this book wouldn't even have had the chance to be voted on. So take a bow all the account people, planners, art buyers, producers, Flame ops, illustrators, runners, assistants and, especially in the current financial climate, the clients who stood behind their belief that creativity can influence effectiveness.

No one can make winning an award easy. But you made it possible.

- Damon Collins, chairman of the Big Awards, executive creative director, Rainey Kelly Campbell Roalfe/Y&R.

The Big Book 2010 is published on 19 November. To purchase copies, contact Steven Lewis on (0)20 8267 4042 or e-mail steven.lewis@haymarket.com

Title: The Last Place You Want To Go
Client: Dixons Stores Group
Brand: Dixons.co.uk
Marketing director: Niall O'Keeffe
Brand manager: Benjamin Kaye
Agency: M&C Saatchi
Creative directors: Graham Fink, Simon Dicketts
Art director: Graham Fink
Writers: Simon Dicketts, Orlando Larner

Title: Write The Future
Client: Nike
Brand: Nike
Global football advertising director: Enrico Balleri
Global football advertising manager: Colin Leary
Agency: Wieden & Kennedy Amsterdam
Executive creative director: Jeff Kling
Lead creative directors: Eric Quennoy, Mark Bernath
Creative director: Stuart Harkness
Writer: Freddie Powell
Producers: Elissa Singstock, Olivier Klonhammer
Head of broadcast: Erik Verheijen
Director: Alejandro Gonzalez Inarrito
Editors: Rich Orrick, Ben Jordan, Stephen Mirrione
Production company: Independent Films London/Anonymous Content
Director of photography: Emmanuel Lubezki
Visual effects: The Mill
Sound design: Phaze UK; Grand Central Studios, London

Title: The World's Biggest Signpost
Client: Nokia
Brand: Nokia Ovi Maps
Digital campaign manager: Kai Torstilla
Marketing creation: Kari Tuutti, Jo Savage
Agency: Farfar Isobar
Creative director: Jon Dranger
Art director: Tomas Jonsson
Writer: Carl Fredrik Jannerfeldt
Global chief innovation officer: Niku Banaie
Creative president: Matias Palm Jensen
Directors: Marten Forslund, Christian Nord
Flash designers: Robert Jarvi, Bjorn Uppeke, Mikael Ring

Title: Parallel Lines
Client: Philips
Brand: Flat Screen TVs
Marketing director: Gary Raucher
Brand manager: Eva Barrett
Agency: DDB UK
Creative director: Neil Dawson
Art director: Shishir Patel
Writer: Sam Oliver

Title: Choose A Different Ending
Client: The Metropolitan Police
Brand: Knife Crime
Assistant director, directorate of public service: Stephanie Day
Head of publicity: Minaxi Patel
Agency: Abbott Mead Vickers BBDO
Creative director: Paul Brazier
Art director: Steve Jones
Writer: Martin Loraine
Creative group heads: Steve Jones, Martin Loraine
Production company: Mad Cow Films
Director: Simon Ellis
Production company producer: Jonas Blanchard
Editor: Matthew Swanpoel
Director of photography: Kelvin Richards

Title: RKCR/Y&R Local
Brand: RKCR/Y&R
Agency: RKCR/Y&R
Client: Camden Town Unlimited
Creative director: RKCR/Y&R
Art director: RKCR/Y&R
Writer: RKCR/Y&R

Title: House Of Cards
Client: Shelter
Brand: House Of Cards
Head of brand and marketing: Rachel Murphy
Agency: Leo Burnett
Executive creative director: Jonathan Burley
Art director: Richard Brim
Writer: Daniel Fisher

Title: Start Thinking Soldier
Clients: British Army, COI
Brand: British Army Recruitment
Marketing director: Colin Cook
Agency: Publicis London
Executive creative directors: Tom Ewart, Adam Kean; David Prideaux,
Publicis Modem
Art directors: Matthew Anderson, Steve Nicholls; Asan Aslam, Publicis
Writers: Matthew Anderson, Steve Nicholls, Jon Groom, Ed Robinson, Dave
Director: Michael Geoghegan
Producer: John Golley
Agency producer: Kim Knowlton
Photographer: Steve Nicholls
Typographers: Simon Tomlin, Bryan Riddle
Gaming agency: Skive
Events agency: Jack Morton Worldwide