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FAB Awards 2014: The Highlights

10 Jun

Some of our industry’s finest recently gathered at the Hurlingham Club London to celebrate the prestigious FAB Awards—the only award ceremony to focus solely on the creativity of food and beverage around the globe.

If there is one lesson in creativity we can learn from this year’s FABulous winners, it’s this: don’t just say it, prove it. The brave winners of 2014 embody the heroic idea that actions speak louder than words. But not just for the sake of it mind you. They all stood for something meaningful, and took the appropriate action to prove it.

Dill restaurant by Lidl

To demonstrate the quality of their goods in Stockholm, supermarket chain Lidl set out to prove that “good food doesn’t have to cost more”. Even if it meant deceiving their very own customers. They opened a Michelin-inspired pop-up restaurant under the name “Dill”, with food sourced entirely from Lidl, unbeknownst to the happy diners. The risky hoax paid off, reminding us that sometimes you need to do things that are risky—otherwise everyone would be doing it.

Neglect by Marmite

Love it or hate it is more than just a message, it’s a brand promise that permeates everything they say and do. Their latest iteration of the long-running campaign caused some offence by mimicking animal cruelty—the ad follows a fictional team visiting houses to rescue jars of neglected Marmite. But in dividing the nation, they elevated love/hate to an entirely new level.

Literacy Store by McDonald’s

Marketing for good is no longer just admired, we expect brands to be good corporate citizens. McDonald’s had already given away over 20 million children’s books to help tackle illiteracy in the US, but now they’re taking a more active role in the cause. They won hearts and minds (and even induced a few tears) by proving that “life is hard if you are illiterate”. By replacing all the words in their Chicago store with nonsensical words, from menus to signs, they immersed unsuspecting customers into their confusing world.

Android KitKat by Kit Kat

Brand of the year Kit Kat have moved beyond just telling us to enjoy more breaks, to actually facilitating more breaks through technology. Google surprised the tech and so-called real world alike by announcing the name of its hotly anticipated Android operating system as ‘Android KitKat’. This unlikely partnership gives Kit Kat breaks a whole new meaning in the digital era.

For more on the FAB awards, check out the website.

FAB awards 2013 – you be the judge

6 Jun

Recently I had the opportunity to help judge the ever-fabulous FAB awards with submissions from food and beverage brands around the globe. Albeit the only female judge (one is certainly better than none), being part of the judging process was an incredible experience. This year’s awards spotlights the brands who are driving creativity in new and exciting directions, be it in new media or old media. Or sometimes blending the two.

I hope you’ll agree its been another remarkable year for creativity. But I’ll let you be the judge of that.

Coke Amplifier

An innovative modern day use of an old print medium


Ho Ho Ho

Proof that the simplest ideas can stir the strongest emotions


Our Food Your Questions

Bravely tackling people’s suspicions head on in the age of transparency


Small Currency

A genuine brand utility in response to a huge financial problem (Indonesia’s shortage of coins)


The Candidate

Not just a badging exercise, simply one of the most entertaining uses of sponsorship I’ve ever seen


Polar Bowl

The best use of second screen media consumption I’ve ever witnessed

FAB stuff from the FAB awards

26 May

Monday night I had the pleasure of donning a lovely frock and paying the FAB awards a visit. For those who don’t know, that means the International “Food And Beverage Awards” – so lots of awesome creative from around the globe. Here are just some of the highlights of great stuff I’d never seen before…

Milk Jumpers

A memorable oh so funny ad for milk. Heaven help us if it’s true.

Coca Cola Velcro Billboard

Nice. But did it sell more coke?

Shredded Wheat ‘Putting the NO in innovation’

A great way to inject life into a product which essentially has no new news.

James Ready ‘Bar-ter Night’

Students Bar-Ter beer caps for “semi-awesome stuff”. Great idea.

Bud Light ‘Clothing Drive’

Semi-awesome idea. I guess a bit of nudity goes a long way…


The lovely people from the FAB awards sent me some great pics. Here’s me and the rest of the BBDO table 9 crew picking up network of the year (hello to anyone from BBDO NY reading this!).

And here’s me and fellow blogger Be enjoying a glass of bubbly 🙂

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