The Caples Awards 2024 Winners Announced – DDB Aotearoa Wins Agency of the Year

A total of 60 jurors from 24 countries chose to award 17 Golds, 23 Silvers, and 30 Bronzes in total.

The Caples Awards 2024 has announced this year’s winner.

The winning work at this year’s Caples Awards certainly reflects that confluence of creative thinking and tech.

The Best in Show, for instance, “WoMen’s Football” from Marcel, Paris, for telco Orange France, with its perfect blending of men’s football with women players is an idea that could not have been affordably produced ten years ago.


 

Similarly, Cheil Spain’s “Impulse” for Samsung Galaxy Watches, winner of two Golds, is a pure-play tech idea designed to improve the lives of people who stammer.

Making lives better is the undercurrent of this year’s show.


 

Environmental issues are addressed by DDB New Zealand in their Gold-winning “Greenprint” work for Volkswagen, helping Kiwis electrify their diesel-powered Kombis. CHEP Network also won Gold with “Doctor’s Certificate”, a campaign to encourage school children to demonstrate against the Australian government’s apparent indifference to climate change.

The annual awards show, which is run by creative people for creative people has after four years of being free to enter for the first time charged entry fees in 2024. As a result, even though the fees are the lowest of any global show, entries were significantly down this year. The Caples exists thanks principally to the kind sponsorship of WPP.

Other sponsors include 42Courses.com, the online training portal for advertising and marketing professionals, and Rocket Media, responsible for the website and online voting system. Many judges have declared it to be the easiest, most intuitive judging platform they have used.

Winners of The Caples Awards 2024

Agency of the Year

DDB Aotearoa

Andi Emerson Award

Sir John Hegarty, Co-Founder at The Garage, Soho, former Co-Founder and CCO of Bartle Bogle Hegarty.

Courageous Client Award

Rifah Qadri, Head of Marketing & Corporate Communications, easypaisa

Best in Show

Marcel, Paris / Orange Telecom / “WoMen’s Football”

Best Art Direction/Design

Gold

McCann, London / Plant Drop / “Smart Plants”

Silver

VML, London / NHS Blood & Transplant / “Waiting to Live”

Bronze

MullenLowe, MENA / Organon / “Mis(s)diagnosed”

Best Copy/Writing

Bronze

DDB, Aotearoa / Volkswagen / “Greenprint”

Best Use of AI

Gold

Cheil, Spain / Samsung Galaxy Watch / “Impulse”

Bronze

MullenLowe, MENA / Aurora50 / “Fixing the bAIs”

Sips & Bites, London / Pepsico Doritos / “Doritos Silent”

Ambient/Guerilla/Out of Home

Silver

CHEP, Australia / School Strikes 4 Climate / “Doctor’s Certificate”

MRM, Santiago, Chile / NotCo / “We Didn’t Write This Campaign”

St. Luke’s, London / Butterkist / “Microwave”

Bronze

DDB, Aotearoa / Volkswagen / “Greenprint”

Audio

Gold

Impact BBDO, Dubai / easypaisa / “Audio Nikahnama”

Silver

Sips & Bites, London / Pepsico Doritos / “Doritos Silent”

Bronze

FamousGrey, Brussels / Coca-Cola/Schweppes / “The Social Sound”

B2B

Bronze

MullenLowe, MENA / Organon / “Mis(s)diagnosed”

Branded Content

Gold

Marcel, Paris / Orange Telecom / “WoMen’s Football”

Bronze

Leo Burnett, Australia / Diageo/Johnnie Walker / “In Her Boots”

Creative Use of Data

Gold

McCann, London / Plant Drop / “Smart Plants”

Silver

Cheil, Spain / Samsung Galaxy Watch / “Impulse”

DDB, Aotearoa / Team Heroine / “Correct the Internet”

Bronze

FamousGrey, Brussels / Veolia Belux / “Pulse of Nature”

Digital Ad Spaces

Gold

Cheil, Spain / Samsung TV / “The Art of the Hack”

Bronze

CHEP, Australia / Samsung Electronics / “Reverse Auction”

FamousGrey, Brussels / Proximus / “The TMF Generation”

Direct Mail

Bronze

DDB, Aotearoa / Volkswagen / “Greenprint”

MullenLowe, MENA / Organon / “Mis(s)diagnosed”

Gaming

Gold

Sips & Bites, London / Pepsico Doritos / “Doritos Silent”

Bronze

This is Tommy, London / Netflix / “Save Veldt”

Innovation

Gold

Cheil, Spain / Samsung Galaxy Watch / “Impulse”

Silver

DDB, Aotearoa / Volkswagen / “Greenprint”

Bronze

Sips & Bites, London / Pepsico Doritos / “Doritos Silent”

VML, India / Unipads / “Blood Fertilizer”

Integrated

Gold

DDB, Aotearoa / Volkswagen / “Greenprint”

Silver

CHEP, Australia / School Strikes 4 Climate / “Doctor’s Certificate”

DDB, Aotearoa / Team Heroine / “Correct the Internet”

Bronze

Innocean, Australia / Kia Australia / “Kia’s Getting a Ute”

Special Group, Auckland / Every Kiwi Vote Counts / “Australia Decides”

Mobile

Gold

Cheil, Spain / Samsung Galaxy Watch / “Impulse”

Silver

Impact BBDO, Dubai / easypaisa / “Audio Nikahnama”

New Product/Service Launch

Silver

Cheil, Spain / Samsung TV / “The Art of the Hack”

Innocean, Australia / Kia Australia / “Kia’s Getting a Ute”

Not for Profit

Gold

DDB, Aotearoa / Team Heroine / “Correct the Internet”

Silver

CHEP, Australia / School Strikes 4 Climate / “Doctor’s Certificate”

VML, London / NHS Blood & Transplant / “Waiting to Live”

Bronze

Impact BBDO, Dubai / easypaisa / “Audio Nikahnama”

PR

Gold

Marcel, Paris / Orange Telecom / “WoMen’s Football”

CHEP, Australia / School Strikes 4 Climate / “Doctor’s Certificate”

Silver

DDB, Aotearoa / Team Heroine / “Correct the Internet”

MRM, Santiago, Chile / NotCo / “We Didn’t Write This Campaign”

Bronze

Blanco, Tel Aviv / Democratech / “Dark Day for Democracy”

Innocean, Australia / White Ribbon / “The Daily Issue”

MullenLowe, MENA / Aurora50 / “Fixing the bAIs”

Special Group, Auckland / Every Kiwi Vote Counts / “Australia Decides”

Print

Gold

MRM, Santiago, Chile / NotCo / “We Didn’t Write This Campaign”

Bronze

Blanco, Tel Aviv / Democratech / “Dark Day for Democracy”

Innocean, Australia / White Ribbon / “The Daily Issue”

Rapp, London / Back Up / “Spinal Stories”

Radical New Strategy

Silver

Cheil, Spain / Samsung TV / “The Art of the Hack”

VML, India / Unipads / “Blood Fertilizer”

Bronze

Cheil, Spain / Samsung Galaxy Watch / “Impulse”

Social and Influencer

Silver

DDB, Aotearoa / Team Heroine / “Correct the Internet”

Leo Burnett, Australia / Diageo/Bundaberg / “The Wedding That Fans Built”

Bronze

FamousGrey, Brussels / Proximus / “The TMF Generation”

Innocean, Australia / Kia Australia / “Kia’s Getting a Ute”

TV and Video Advertising

Gold

Marcel, Paris / Orange Telecom / “WoMen’s Football”

Bronze

Innocean, Australia / Kia Australia / “Kia’s Getting a Ute”

Media Partner to The Caples is Branding in Asia, continuing a relationship with The Caples Awards that has lasted six years and which reflects the significance and intelligence of APAC creativity.

Judges from the region in 2024 included:

  • Andy Fergusson, CCO at Leo Burnett, Australia.
  • Dave King, co-founder and Creative Director at Wolfking, Australia
  • Firrdaus Yusoff, Creative Head of Forsman+Bodenfors, Singapore
  • Hugh Gurney, Creative Director at The Monkeys, Australia
  • Jordan Sky, Chief Creative Officer at Saatchi & Saatchi, New Zealand
  • Kestrel Lee, Creative Lead at Dentsu, China
  • Livio Grossi, ECD at Dentsu Redder, Vietnam
  • Lenna Boland, Creative Director at Leo Burnett, Australia
  • Raymund Sison, co-founder and CCO at Propel, Manila
  • Rebecca Morriss, Creative Director at DDB, Australia

A total of 60 jurors from 24 countries chose to award 17 Golds, 23 Silvers, and 30 Bronzes in total.

All The Caples Awards winners can be viewed here.

In recognition of the increasing importance of in-house agencies in the creative mix, the 2024 jury was led by David Harris, Chief Creative Officer at 368 Deloitte, Deloitte’s in-house communications specialists.

Sips and Bites, Pepsico’s in-house creative unit, won Gold with “Doritos Silent”, a noise-cancelling plug-in that allows gamers to scrunch crisps noiselessly.

Sir John Hegarty

As President of the jury, David Harris has two awards within his personal gift.

The Andi Emerson Award is named after the formidable lady who founded The Caples Awards in 1978.

It is given in recognition of any person whom the President feels has made an outstanding contribution to creativity in advertising.

The 2024 honoree is Sir John Hegarty. Few can deny that the co-founder of BBH is one of the towering figures of the advertising industry.

Harris has written, “I love the fact that even now, when he could be taking it easy, he is still curious and hungry, helping start-ups and pushing the importance of creativity within business in his blog.”

Harris’s full citation can be read at caples.org/

The Courageous Client Award

The Caples Awards pioneered the idea of honouring the clients who make it possible for their agencies to do their best work.

This year, David Harris is honouring Rifah Qadri, Head of Marketing & Corporate Communications at easypaisa, Pakistan.

Working with Impact BBDO, she commissioned “Audio Nikahnama”, a service easypaisa offers young brides in Pakistan to help them understand the financial and other implications of their marriage contracts.

 One juror wrote: “If easypaisa, the #1 payment app in Pakistan, was willing to not just poke the monster of gender inequality straight in the eye but democratise the distribution of tools for any woman with a phone to do the same, that’s bold.”

 

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