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APG Creative Strategy Awards 2023

Celebrating case studies that demonstrate great planning and strategy

View all 2023 winners and entrants

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About the Awards

The Account Planning Group's (APG) biennial Creative Strategy Awards recognise strategic excellence.

The most recent Awards were announced in September 2023 and the winning case studies are available to read here on WARC.

Find out more about the APG

The brains behind the brows campaign image

Grand Prix

Special award: Davies+McKerr Special Prize for Best Insight

The brains behind the brows

Brand
McDonald's
Agency
Leo Burnett London
Country
United Kingdom

McDonald's partnered with Edgar Wright to release Raise Your Arches to re-earn the brand's place in the hearts of the nation and find a new emotional role in British life beyond the food.

Selected Gold

Challenging the norm campaign image

Special award: Best Strategic Response to the Challenge of Climate Change

Challenging the norm.

Brand
Flora Plant
Agency
Pablo London
Country
United Kingdom

Flora Plant launched a 30-second asset in the UK to establish that it is not 'as good as' butter but 'better than' butter and steal share from big dairy brands.

The Last Performance campaign image

Special award: Special Prize for Best Media Thinking

The Eulogy of ‘The Last Performance’

Brand
Partners Life New Zealand
Agency
Special Auckland
Country
New Zealand

Partners Life partnered with a popular TV show, The Brokenwood Mysteries, to bring murdered characters back from the dead for one last performance to grow awareness and consideration by shining a light on life insurance.

Bum’s the word campaign image

Special award: Strategy Book Special Prize for Best Written Paper

Bum’s the word, don’t follow the herd

Brand
Anusol
Agency
The Gate London
Country
United Kingdom

Anusol launched a film, The Cheeky Diagnosis, during its five-year campaign to tackle the ignorance and shame surrounding piles and drive meaningful growth by making it normal to treat.

We’re more alike than you think campaign image

Special award: Thinkbox Special Prize for Delivering Cultural Impact

We’re more alike than you think

Brand
The British Army
Agency
Accenture Song London
Country
United Kingdom

The British Army and Account Planning launched a seven-year campaign to recruit the next generation of soldiers and maintain the safety and security of the nation by challenging young people's attitudes.

Long term brand building done proper campaign image

Special award: The Nursery Special Prize for Best Contribution to Brand Growth

Long term brand building done proper

Brand
Yorkshire Tea
Agency
Lucky Generals London
Country
United Kingdom

Yorkshire Tea launched the Properness platform and hired talented celebrities to do everyday jobs around the Yorkshire Tea HQ to become Britain's biggest selling tea.