The campaign, created by Kinetic and MediaCom, scooped the Grand Prize and the Best Use of Innovation gong at an awards ceremony hosted by TV presenter June Sarpong and in front of a 250-strong audience at the St Pancras Renaissance hotel in London last night.
This is the 10th anniversary of the awards, run by Clear Channel and Campaign, which celebrate the most effective and intelligent planning in the out-of-home medium from the past 12 months.
In "Tap to Beat Cancer", Cancer Research UK shop windows were transformed into a donation channel. Purpose-built screen totems with embedded contactless payment devices were pushed flush against store windows, allowing £2 to be collected from donors’ cards instantly when tapped on the windows. One in six people who passed the shops engaged with the campaign.
"This is a game-changing development," said chair of the judges and Campaign’s global editor-in-chief Claire Beale. "It’s destined to open up a host of new opportunities for brands in the future."
Other winners on the night were:
Best Use of Digital - Carlsberg for "Beer Body Ready" by Talon, OMD UK, Fold 7, Exterion Media and Clifford French.
Highly commended - Santander for "Summer Cycles" by Posterscope, Carat and Liveposter.
Best Use of Data & Insight - Bethesda Game Studios for "Fallout 4" by Posterscope, Target Media and Locomizer.
Best Use of Multi-Media - Curry’s PC World for "Spare The Act" by Posterscope, Blue 449 and Liveposter
Highly commended - Mondelez International for "Oreo Eclipse" by Talon, PHD and Grand Visual
Best Use of Multiple Formats - Channel 4 for "Hunted" by Talon, OMD UK and 4Creative
Best Use of Continuity and Long-term Brand Building - Camelot, which has used out-of-home every month since its launch in 1997
Best Use of Innovation - Highly commended - Women’s Aid for "Look At Me" by WCRS.
The Grand Prize brings £30,000 of ad space for Cancer Research UK and a luxury short break for two for the winning entrants. Individual category winners each won a £1,000 prize.