Creative agency Space picked up three awards at the Independent Agency Awards at MAD//Fest on Tuesday 5th July for two high-profile campaigns for its long-standing client, William Grant & Sons.
Space, who were the joint most nominated agency at this year’s awards, won two accolades for its work on Discarded and one for Glenfiddich.
The Independent Agency Awards, organised by The Alliance of Independent Agencies and now in its second year, rewards and recognises the very best creativity coming out of the independent agency sector in the UK.
For Glenfiddich, Space won the ‘Best Use of Media’ award for the UK launch of its new global brand platform, “Where Next?”. In October 2021, the iconic single malt Scotch whisky brand launched its most significant UK marketing push to date with an integrated campaign across multiple consumer touchpoints including TV, cinema, print, OOH, and social media. The work also featured an innovative 3D activation on London’s world-famous Piccadilly Lights and bespoke murals in Shoreditch. Aimed at engaging a younger audience, the “Where Next?” campaign successfully returned Glenfiddich to the #1 Single Malt Scotch Whisky in the UK.
Judges at The Independent Agency Awards commented on the “amazing results and brilliant strategy” for our Glenfiddich “Where Next?” campaign.
Space was also highly commended for Glenfiddich “Where Next?” in the “Best B2C Campaign” category.
For more details on this award-winning work, please view the campaign case study here: https://agencyspace.co.uk/work-item/restoring-glenfiddich-to-1/
In addition to Glenfiddich, Space also won “Best Use of Brand Experience” and the “Freedom Award for Outstanding Bravery” for “The World’s Most Rubbish Bar” campaign for Discarded. This multi-sensory experience, where waste, taste and purpose beautifully collide, showcased the brand’s zero-waste spirits range and its “waste is beautiful” philosophy. Reframing how people perceive waste, this immersive experience during London Cocktail Week featured collaborations with leading bars repurposing waste from local businesses to craft sustainable cocktails, a bar made from recycled pub floorboards and a specially commissioned art installation made from waste.
With over 20 million PR/social impressions, “The World’s Most Rubbish Bar” helped Discarded sales grow 380% year-on-year.
The “Best Use of Brand Experience” was the most hotly contested category at this year’s Independent Agency Awards with a total of 19 entries.
Judges at The Independent Agency Awards referred to The World’s Most Rubbish Bar as a “really impactful, emotive experience that brings to life the brand values of sustainability”
Listen to what the judges had to say, below.
Space was also highly commended for Discarded in the “Best Purpose Campaign” category.
For more details on this award-winning work, please view the campaign case study here: https://agencyspace.co.uk/work-item/a-zero-waste-luxury-cocktail-experience/
The hat-trick of award wins at this year’s Independent Agency Awards follows Space’s success at last year’s inaugural awards where it also won “Best Use of Brand Experience” and the “Freedom Award for Outstanding Bravery” both for Haagen-Dazs – Secret Sofa. The agency was also highly commended in the “Best Use of Social Media” category (for Haagen-Dazs – Secret Sofa) and the “Best BC Campaign” category (for Nature Valley – #VisitNature).