March 2024
March’s Joy of Digital Award goes to Pot Noodle for its ingenuous use of targeting to serve up more palatable alternatives to the slurp in a tongue-in-cheek apology campaign
When Pot Noodle released its ‘Nothing Satisfies Like a Pot Noddle’ campaign it left a bad after-taste for some, with people taking to X to complain about the slurping noises. Cue a creative response from the brand, who worked with Adam & Eve/DDB and Mindshare to smartly leverage data and identify people most sensitive the slurp.
February 2024
BHF brought livestreams on Twitch to a standstill as part of its campaign to raise awareness about cardiac arrest and the live-saving tools people can use to learn CPR. In total, 16 gamers including AuzioMF, MattHDGamer and Mamabenjyfishy had their streams interrupted, allowing the campaign to reach 11 million people with a particular focus on Gen Z - the age group most likely to train in CPR.
BHF’s media agency PHD worked with gaming specialists GameSquare and Venatus to deliver the campaign.
January 2024
January’s Joy of Digital Award goes to The Current Account Switch Service’s campaign, 'Fish Whisperer'.
Running across AV channels, OOH, social, press and a partnership with Twitch, the campaign puts a humorous spin on financial decision making, encouraging people to consider whether they really do have the right bank account. Ross Newton, Creative Director at House 337, explained, “Financial admin is really dull, and no one ever wants to think about it. So we created a defiant goldfish with jowls, put a spiked collar on him, and gave him a thumping soundtrack.”
December 2023
The first Joy of Digital Award goes to Vodafone’s ‘Elf and Seek’ AR-led Christmas campaign.
The campaign saw thousands of digital elves hidden in ads around the country, utilising AR to encourage people to engage with the creative and win prizes. It was created by Denstu UK&I, with Chris Davey, Dentsu Creative UK’s Head of Creative describing it as “a perfect example of how brands can move into the gaming space in a way that consumers will find instantly engaging and rewarding”.