The Thinkbox TV Planning Awards shortlist for 2024 is now LIVE! With an impressive array of more than 100 entries showcasing innovation, creativity and effectiveness, narrowing down the finalists was no easy task.
From groundbreaking campaigns by emerging talents to ingenious integrated strategies, from remarkable successes achieved on modest budgets to ingenious sponsorships and dynamic content partnerships, this year’s shortlist reflects the very best in television advertising.
The winners will be revealed at an exclusive award ceremony on Wednesday, July 10th, in collaboration with Campaign. In the meantime, delve into the agency summaries for each shortlisted campaign below.
Stay tuned for updates and join us in celebrating the brilliance of TV advertising!
Best use of sponsorship
Hearts & Science for Jaguar Land Rover
In 2023, Jaguar Land Rover (JLR) faced three hurdles in meeting business order targets: a cost-of-living crisis; minimal brand recognition for the Defender luxury brand; and significant outspending by competitors. To address this, they utilised ITV’s Rugby World Cup broadcast sponsorship to bolster Defender's UK brand recognition, capitalising on its fit with the brand and providing ample storytelling opportunities. This initiative resulted in increased viewer awareness and improved brand perception, leading to a notable surge in order targets for the period.
the7stars for JD Williams
JD Williams needed consumers to know that it is a brand ‘Made for midlife’. To do that, it sponsored ITV’s newest reality dating show My Mum, Your Dad, a property that spoke effortlessly to the life stage of their core demographic. By partnering with Viewers Logic, through ITV, the7stars were able to dive beyond media metrics and assess the huge impact the sponsorship had on website actions.
Wavemaker North / ITV / Fremantle / IMA-HOME for Jet2holidays
Jet2holidays needed to remind audiences of the value of package holidays. TV was identified as the most influential channel for the target audience and the ITV1 commission of 'Mamma Mia! I Have a Dream' matched the overarching Jet2holidays brand purpose of making memories and selling dreams. Scheduled outside of traditional category marketing windows, it gave Jet2holidays the perfect opportunity to prime an audience with joyful, uplifting messages of warmth and sunshine, ahead of the historical key first-quarter booking period.
Best use of content
EssenceMediacom for Benenden
Utilising the impact of AV media, bolstered by the credibility of Channel 4 and the influence of renowned personalities, EssenceMediacom propelled Benenden Health's brand repositioning within the category. Its campaign, ‘Time For A Check In’, showcased the power of AV to encourage people to get talking, generate brand fame and deliver transformational business growth.
MG OMD for Age UK
For 1.6m older people, the festive period exacerbates feelings of loneliness and isolation as routine services wind down and shops close early. Age UK sought to illustrate the extent of older isolation during Christmas while conveying its year-round support for them.
PHD for Audi
In 2023, Audi teamed up with Sky Sports for a special TV project to stand out in the electric car race. They introduced two innovations during golf broadcasts: 'Force Plates' measured golfers' swing force and balance like Audi's quattro tech; and 'Zen Eye' showed putting pace and line using Audi’s adaptive headlight tech. These features were in a studio called the Audi Performance Zone, and you could watch them anytime on Sky Sports Golf's YouTube. With support from PHD, the campaign used prime spots, boosting engagement and awareness, and changing how people saw Audi compared to 2022.
Best small budget use of TV
Hearts & Science for Sanofi, Cialis
In 2023, Cialis Together – an erectile dysfunction (ED) medicaton – was reclassified as a pharmacy product, making it easily accessible without a prescription. The goal was to destigmatise ED and promote Cialis. TV, a channel influencing cultural shifts, became the primary tool. The campaign sparked open discussions nationwide, generating sustained interest in the brand.
Republic of Media for ScotRail
After 24 challenging months marked by lockdowns, industrial action and service disruption, it became clear that ScotRail needed a shift in marketing and media strategy. Instead of solely relying on product advertisements, the focus shifted to prompting a reevaluation of rail travel and its inclusion in travel plans. TV emerged as the preferred medium for driving brand recognition, even within the confines of a limited budget. The 'Your Ticket Goes Further than You Think' campaign effectively reengaged Scots with rail travel. The campaign demonstrated significant success, highlighting the effectiveness of strategic media allocation.
Yonder Media for Alzheimer's Research UK
Targeting affluent mid-lifers, a poignant Disney-style animated creative portrayed the harsh reality of dementia, aiming to shatter fairytales. Recognising the script's power, the client and creative team invested in a long-form asset, meticulously planning a full two-minute film to air across various AV platforms, defying conventional time lengths for maximum impact. The TV ad became the centrepiece of a successful PR push, even securing airtime on the BBC. This strategy yielded significant results, generating substantial earned media coverage, increased awareness, and drove a significant increase in donations year-on-year.
Best ongoing use of TV
EssenceMediacom for Hillarys
Hillarys Blinds has undergone a remarkable transformation, leveraging the power of TV to evolve from a direct response advertiser to a brand with a strong brand identity. Through strategic use of TV, combined with advanced data-led customer insights, Hillarys has succeeded in attracting a more affluent demographic, achieved record-breaking results for the business and established itself as a brand leader in the window furnishings industry.
MG OMD for Motorway
As the new agency partner for Motorway, MG OMD was tasked with launching and elevating the Motorway brand to establish it as a leader in the used-car market. Shifting from a reliance on performance digital and radio, Motorway aimed to emphasise the importance of brand marketing to build trust in its offerings. Introducing a new creative concept called ‘Bidmania’ in the second half of the year, MG OMD targeted younger demographics while leveraging TV and VOD as primary drivers of inquiries, laying the groundwork for its future ATL strategy.
MG OMD and Wavemaker for Department for Education
To sustain interest in teaching, MG OMD adapted its TV strategy, leading to a six-year high level of interest. The 'Get into Teaching' campaign targets pre-career students (18-24), career finders (24-30), and career changers (30+).
OMD UK for Walkers
For more than two decades, Walkers has relied on television advertising, backed by OMD UK, to elevate the brand from local to national recognition. Leveraging TV's expansive reach and brand-building capabilities, Walkers strategically navigated competition, notably with the #crispIN vs. #crispOUT debate that ignited nationwide conversation. Amid the pandemic's remote work landscape, TV effectively promoted lunchtime crisps, while as workplaces reopened, it sustained Walkers' presence and desirability, especially against lunchtime competitors.
Best TV newcomer
Republic of Media and Mr President for The Woodsman whisky / Whyte & Mackay
The Woodsman whisky was launched in 2019 with the intention of being a whisky for a new generation of drinkers. In 2023, The Woodsman came armed with a new furry friend – a distinctive beaver mascot, brought to life via an ad produced by Mr President. The re-brand came with challenging objectives on a low national budget, which were surpassed with a hard-working AV strategy, solidifying the power of AV to re-launch a brand and generate fame.
Total Media for AJ Bell
When AJ Bell partnered with Total Media in 2023, they set out on a journey to establish themselves as the top choice in the direct-to-consumer investment market. To overcome the challenges of revitalising a lesser-known brand, they aimed to introduce the concept of ‘feel-good’ investing. TV was selected as the primary channel for its emotional impact, trust-building potential and extensive reach. Total Media strategically crafted TV spots to resonate with the audience, generating excitement and ensuring AJ Bell’s ad stood out. This approach proved successful, significantly increasing both brand awareness and consideration, resulting in a surge of new customers.
Wavemaker UK for Back Market
When Back Market debuted in the UK, they were unknown and lacked trust among consumers. TV, renowned for its ability to raise awareness, instil trust and spur online response, was the obvious choice. Leveraging Wavemaker UK’s cost-of-living research, which highlighted the tech needs of families, particularly regarding affordability, Back Market strategically targeted shared viewing moments to reach both tech enthusiasts and potential buyers. Through meticulous planning and diverse TV tactics, including a roadblock and varied ad lengths, Back Market exceeded its ambitious targets, proving the efficacy of their approach.
Best TV ad planning
Havas Media UK for More Than
Havas Media leveraged the full capabilities of the AV ecosystem for More Than. In one year, brand metric declines reversed and quote volumes grew, all due to intelligent AV planning.
OMD UK for Lidl
While social media was beginning to cultivate a fondness for Lidl Bakery, TV emerged as the platform to bring affection to the masses by amplifying voices from social media to the nation. The campaign solidified Lidl Bakery's position as the market leader, surpassing expectations.
Republic of Media for bet365
In 2023, bet365 was a market-leading global brand facing a challenge for top spot in its home market. Republic of Media developed a media strategy, centred around AV, with a new concept of meaningful reach at its core. The campaign delivered the best results from advertising the brand has ever seen. Combining data, analytics and creativity to produce a modern AV-led media plan at the cutting edge of media delivery.
the7stars for People's Postcode Lottery
In November 2023, People’s Postcode Lottery embarked on a mission to recruit new players in the crowded Christmas and Black Friday season. Launching the 'Is Your Door in the Draw?' campaign, the brand enlisted famous personalities from major broadcasters to create content that resonated with key growth audiences. With a meticulous TV and BVOD strategy, informed by audience viewing habits and attribution data, the campaign cut through the noise, surpassing expectations by driving sign-ups and raising impressive donation numbers.
Young TV Planner of the Year
TV Planning Agency of the Year
