Winners Announced for The Caples Awards 2022 – Samsung ‘iTest’ Wins Best in Show

Tribal /DDB Group Aotearoa in New Zealand won Best in Show for their work on Samsung ‘iTest’.

The Caples Awards has announced the winners for 2022. The awards show is unique in being a free-to-enter global festival run by creative people for creative people and continues to thrive thanks to the sponsorship of BBDO Worldwide, WPP and Publicis Groupe UK. In 2022, Genie, the AI-powered talent agent for agencies, is sponsoring the awards ceremony.

This year, work was submitted from 44 countries and winners have come from Jordan, Morocco and Slovakia as well as from all the major advertising centers.

You can view all of the winners here.


Jurors enjoy judging The Caples because they are free to give as many – or as few – awards as they choose. In 2022 they whittled 1,750 entries down to a shortlist of 456. 118 Bronzes, 62 Silvers and 35 Gold Awards have been made.

The team of 41 jurors were led by Ben Mooge, Chief Creative Officer of the Publicis Group of agencies in the UK.

“While I am an enthusiast for purpose-led brands, my brief to the jurors was to be especially supported of work created for overtly commercial purposes. Work that works,” said Mooge.

“I am proud of the breadth and the depth of our winners. Emerging from the last two years of lockdown at last, The Caples Awards are proof that creativity is in rude health and driving business growth.


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

The Andi Emerson Award

This is recognition of any person who the President feels has made an outstanding contribution to creativity. In 2022, Ben Mooge’s honoree is David Kolbusz, until recently the Chief Creative Officer of Droga5 London.

The Courageous Client Award

The Caples Awards pioneered the idea of honouring the clients who often put their jobs on the line in buying and running challenging ideas.

Mooge’s nomination in 2022 goes to Nayla Tuenia, Editor-in-Chief of AnNahar newspaper in Lebanon.

There are few clients who would actually stop making their product and who would forfeit all revenues, albeit for just a day, but fewer still who would stand up so publically to the mafioso who would prefer Lebanon to remain ungovernable.

The special jury awards

Best in Show

Tribal /DDB Group Aotearoa (New Zealand) – Samsung ‘iTest’.

In the final discussions with the shortlist for the top accolade down to ‘iTest’, DDB Sydney’s ‘GTi Hijack’ for Volkswagen Australia and  ‘Uber Heetch’ from Marcel Paris for car-ride company Heetch, it was agreed that while ‘GTi Hijack’ was a brilliant simulation of the brand experience, ‘iTest’ was a simulacrum of the experience, an idea that could never be replicated for another brand.

Best Art Direction

Serviceplan Middle East/Germany – MINI ‘Minimalism’

The jury was unanimous in the decision to give this campaign Gold. The idea starts and ends with the art direction. Inspired by the MINI logo, it is a brilliant example of sustained branding.

Best Copywriting

CHEP Proximity Australia – Flybuys ‘Give a Flybuys’

The jury loved how the creative team took an unpromising brief to promote a points-based customer-loyalty programme and riffed humorously off it. “Smell that? Smells like points…” was one favourite line.

Most awarded campaigns

3 Golds

Special Group, Aotearoa – MND New Zealand ‘David’s Unusables’

3 Golds, 1 Silver

Saatchi & Saatchi Düsseldorf  – WWF Germany ‘Non-Fungible Animals’

2 Golds, 1 Silver, 1 Bronze

Tribal/DDB Group Aotearoa – Samsung ‘iTest’

2 Golds, 1 Silver

Marcel Paris – Heetch ‘Uber Heetch’

2 Golds, 1 Silver

CHEP Network Australia – Flybuys ‘Give a Flybuys’

2 Golds

Serviceplan Middle East/Germany – MINI ‘MINImalism’

 Top agencies

  • DDB Group Aotearoa (New Zealand)  – 26
  • Zulu Alpha Kilo, Toronto – 25
  • 72andSunny, Los Angeles – 23
  • FamousGrey, Belgium – 19
  • Impact BBDO, UAE – 18

The Caples Awards is managed by Patrick Collister, former Executive Creative Director of Ogilvy & Mather London and Head of Design for The Zoo, Google’s creative thinktank in Northern Europe, with Duncan Gray, former Chief Creative Officer for Proximity Worldwide. 

For further information, please contact Patrick: [email protected], or at  +44 (0)7946 707992.

The Staff

The Staff

Gettin' it done, when the done needs gettin'.

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