UK agencies walked away with 19 gongs at the 43rd Caples Awards, which although half 2020’s haul saw double the number of golds, while Wunderman Thompson Thailand picked up the best in show award.
Founded in 1978 by BBDO copywriter Andi Emerson and named in honour of her former boss, John Caples, the awards juries have always comprised creative directors from around the world; they are also free to enter. This year’s awards were chaired by Wunderman Thompson UK chief creative officer Steve Aldridge.
Drawn from 2,091 entries across 14 categories, in total there were for 54 golds, 79 silvers and 90 bronzes handed out.
Equal top for the Brits were AMV BBDO London and McCann London, which landed three golds apiece. AMV bagged two for its multi-awarded Essity ‘#wombstories’ (pictured) and one for Bacardi ‘Creativity is Essential’; McCann London netted two for ‘Just Eat ft. Snoop Dogg’ and the old awards’ favourite Microsoft/Xbox ‘Beyond Generations’.
Meanwhile, Wunderman Thompson UK took two golds for HSBC The Homeless Bank Account. The agency also landed three silvers (HSBC, Nestle and NCDV) as did AMV (Bacardi, Central Office for Public Interest and Mars Petcare).
McCann took two silvers (Microsoft/Xbox and Reckitt) and Rapp UK grabbed the last silver for Virgin Media.
Finally, there were two bronzes for AMV (London Refuge and Essity) and one for Engine (Born Free Foundation).
The best in show award was the unanimous choice of the jury, Wunderman Thompson Thailand for Thai Air’s “Stay Home Miles Exchange”.
The Andi Emerson Award, which is given by the president of the judges to any person he or she believes has made an outstanding contribution to creativity, this year went to Julian ‘Dougie’ Douglas, chairman of VCCP and founder of the Black representation in Marketing movement.
The courageous client award was given by Aldridge to HSBC UK head of brand marketing Sarah Mayall.
Aldridge said: “The standard of work was exceptionally high. This is a show the jury can be justifiably proud of. We believe all our winners will also be winners at Cannes Lions in June.”
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