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Awards and Events

The British Arrows Announces 2018 Winners

Commercial of the Year went to Libresse #Bloodnormal and Samsung ‘Ostrich’ won Best Crafted Commercial

The British Arrows Announces 2018 Winners

The British Arrows last night announced the winners for their 2018 show. Over 1,100 people attended the show at Battersea Evolution to celebrate and honour all the winners across 29 ARROWS categories and 25 CRAFT categories. 

The show was opened with a new award from the British Arrows’ recently launched initiative, BAD; whose aim it is to give young talent a voice - and the vital contacts they need to get started in the advertising industry. The inaugural BAD Award was voted upon by a jury of 13 young creatives embarking on their careers in advertising, and presented by Cat Shanu and Aimee Snow, two of the jurors. The Silver was won by Save the Children’s ‘Made in Britain’, and the Gold awarded to P&G’s My Black Is Beautiful, ‘The Talk’ made by BBDO New York and The Corner Shop. Neither commercial had been entered for consideration into the main awards. 

Charlie Crompton, Chairman of the British Arrows commented: “We have to change and blow open our doors to a whole new generation – and one that isn’t predominantly made up of white middle-class males either - and BAD is a great place to start. The great thing about people in this business is that we Get Stuff Done, and what we’re doing with BAD is something tangible that is already making a difference.” 

Commercial of the Year was won by ‘#Bloodnormal’, made for AMVBBDO by Somesuch. ‘Ostrich’ for Samsung Gear VR made by Leo Burnett Chicago, MJZ London and MPC won Best Crafted Commercial. Agency of the Year was awarded to adam&eveDDB for the second year running, and Production Company of the Year was awarded to Somesuch. 

A total of 112 arrows were awarded on the night - 36 Golds, 38 Silvers and 38 Bronzes. Somesuch won 3 Golds with AMVBBDO for ‘#Bloodnormal’ plus 1 Gold for ‘Equal Love’ made for Absolut, and 1 Gold for Achievement in Production for MINI ‘The Faith of a Few’. adam&eveDDB won 1 Gold and 1 Silver with ‘More Than A Game’ for EA Sports and 2 Golds and 2 Silvers for ‘The Gene Project’ for Marmite. 

Nils Leonard at Uncommon, Chair of the ARROWS Jury commented “I have no idea why they made someone who hates most telly ads as much as me the chair of a show about telly ads. But I’m honoured they did. Honoured to spend time with an incredible jury.” He continued that the winning commercials from this year represent “a snapshot of the moment when the ad industry chose to listen to its alarm clock.” 

Jani Guest at Independent Films commented “It has been an honour to serve as 2018’s Chairwoman for the British Arrows Craft Awards. Despite a very challenging year for so many in the business, the superior quality of work for which the British industry has always been celebrated remains intact. The bar set by previous generations of directors, producers, cinematographers, production designers, and all those who contribute to the creative team, has been raised even higher.” 

Advertiser of Excellence was awarded to Marmite, with Ben Priest, founder of adam&eveDDB being awarded the Fellowship Award for outstanding contribution to the production of commercials. Frances Royle was posthumously awarded the Chairman’s Award. 

The full list of winners is available on

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