The UK’s VCCP has emerged triumphant at the Campaign Big Global Awards today as the most-decorated shop, winning six trophies.
The agency won four gongs for Mondelez International brand Cadbury, with which it has a long-standing relationship. “Made to share” (below) won in the Out of Home and the FMCG categories. The campaign suggests how the Dairy Milk bar should be shared among friends and family members, giving a larger chunk to the most generous person.
Bournville “Made to be enjoyed, not endured” was awarded two prizes in the Best Brand Repositioning and Film categories. The humorous work shone a light on the snobbery around dark chocolate.
VCCP also took home two awards for O2 "Daisy vs Scammers" which used AI to create a granny who kept scammers on the phone taking their time away from real victims. The campaign won in the Best Use of an Influencer/Creator or Celebrity and the Original Idea categories.
Serviceplan was the second most-awarded agency, with the German outfit picking up four gongs, including two for Herconomy "Breastmilk money".
Canadian shop Courage had a trio of wins for its work for KFC and Just Eat, while Publicis Toronto took two home gongs.
In its third year, the Campaign’s Big Global Awards drew entries and winners from four continents.
The international awards scheme celebrates creative projects from agencies big and small in the UK, Canada, the US and beyond for brands including O2, Mini, Just Eat, KFC and Cadbury.
Chaired by Javier Campopiano, worldwide chief creative officer at McCann Worldgroup and McCann, the 28-strong judging panel comprised a diverse range of top creatives from five regions around the world.
UK representatives included: Dentsu Creative’s creative partner Caitlin Ryan; Andre "Dede" Laurentino, deputy chief creative officer across EMEA at Ogilvy; Laura Jordan Bambach, founder of Uncharted; Peter Robertson, international executive creative director at Mother; Simon Lloyd, deputy chief creative officer EMEA at VML and Hermeti Balarin, chief creative officer at Wieden & Kennedy London.
The global panel included: Phoebe Chan, regional creative director at DDB Group Hong Kong; Sascha Kuntze, chief creative officer at BBH Singapore; Craig McIntosh, chief creative officer at Toronto agency Diamond; Skye Deluz, creative director at Rethink; and Caroline Friesen, executive creative director at Wieden & Kennedy Toronto.
To register your interest in the 2027 awards, click here.
The complete list of categories is below. Click on the links to find out the winners and finalists, and see some of the winning work:
