‘“The standout entrant’
Channel 4 & Word On The Curb for Channel 4.0
Judges called Love Is In The Blood “the standout entrant”. The NHS Blood and Transplant team wanted a creative solution to the low uptake of blood donors aged 17 to 35, particularly within ethnic minority communities. The campaign needed to demystify the process of giving blood and make it feel relatable, normal and culturally relevant, which is why 4.0 focussed on reframing blood donation through the relatable cultural format of dating.
The result was “executed with style, ease and confidence and a complete understanding of its audience” according to judges, who said it overdelivered on the brief and “should be shared as an example in every AFP kick-off meeting”.
Seamless brand integration means that Love Is In The Blood sits at the intersection of entertainment, cultural authenticity and public health messaging – and excellent, diverse casting meant that the project reflected the audiences the NHS needed to reach most urgently. The campaign now sits at more than 12.5 million views, with strong regional engagement in the NHS Blood and Transplant team’s target cities.
Shortlisted
Call Yourself A Fan?
Buzz 16 for YouTube
This digital-first football show that puts fans first sees supporters take on famous football fans from sport and entertainment in a fast-paced quiz, celebrating football knowledge and fan culture. Alongside the weekly main episode, the campaign is complemented by bespoke short-form content filmed with the talent.
Dance Passion Bradford
Northern Town for BBC
“This mesmerising film was stunning and a brilliant partnership showcasing the wonders of dance in Bradford and the region,” said one judge. Dance Passion Bradford was a partnership between Northern Town, Bradford 2025 City of Culture and dancers and dance companies from across the UK.
Jeremy Pang’s Hong Kong Kitchen
Electric Robin for ITVX
Jeremy Pang’s Hong Kong Kitchen is a six-part culinary travel series created through a partnership between Electric Robin, ITV and the Hong Kong Tourism Board, designed to inspire genuine travel interest in younger audiences through authentic storytelling. The series explores Hong Kong’s diverse food culture, from historic street markets to dim sum teahouses.
The Great British Phone Switch
Electric Robin for Channel 4
In this five-part series, parents and tweens swapped digital lives for 48 hours, stepping into each other’s online worlds to experience the pressures, habits and misunderstandings that shape modern family life. The series garnered 17.7m views and a brand study showed a 66% increase in brand consideration.
The Masked Singer: The Magic of Early Years
Bandicoot Scotland for ITVX & YouTube
This series was made for the Department For Education as part of their Do Something Big campaign, which aims to recruit more people into Early Years education careers. Judges commended the exponential reach and how a franchise was harnessed to reach a public service outcome.
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