UK’s highly-acclaimed campaign for Boots wins in Creative Transformation category, and Unilever Lifebuoy’s innovation named Commerce winner
Geometry, WPP's end-to-end Creative Commerce agency, has captured wins across two of the five categories in WPP’s inaugural Extraordinary Awards. Designed to promote and celebrate the very best work WPP agencies do for their clients, the awards have a single winner within each category.
Geometry UK, in partnership with Ogilvy and Medicom, took home the Grand Prix in the Creative Transformation category for their highly acclaimed, award-winning Boots’ ‘Bootiques’ work, and Geometry MENA won the Commerce category for its ‘Handle on Hygiene’ innovation.
“We set out to ‘reimagine commerce’ well before this pandemic hit and had no way of knowing the impact it would have on our industry, our clients and consumers. Our teams have been stretched in unimaginable ways this year but continue to break boundaries again and again – making wins like this even sweeter,” says Geometry Global CEO Beth Ann Kaminkow.
The Creative Transformation category recognizes campaigns that use the power of creativity and ideas to help clients truly transform their business. When Geometry UK was challenged with repositioning Boots from a convenient stop for stocking fillers to a thoughtful gift shopping destination, the team knew they required more than a traditional Christmas campaign. Through a series of Bootiques – highly-targeted, data-based, disruptive shoppable experiences, each introducing a surprising product category – the UK leveraged Boots’ extensive database to help people understand their loved ones and gift better at Christmas.
MENA’s work for ‘Handle on Hygiene’ won in the Commerce category – recognizing creative work that better drives the consumer to conversion for a client. In an age of COVID-19, with in-store shopping suffering, Geometry’s commitment to provide sustainable hygiene solutions has never been more important or timely. The redeployment this year of their award-winning ‘Handle on Hygiene’ brought a sustainable innovation to a struggling industry – an innovation that instantly applies a thin layer of sanitizer liquid to any type of handle, eliminating the spread of germs with one swipe to protect consumers amidst the pandemic.
In addition to the two wins, Geometry also received Special Commendations for Geometry Encompass India’s ‘Hackwashing’ (Experience) and Geometry Colombia’s ‘The Good Drug Trafficking’ (Creative Transformation). Finalists include: Geometry Dubai’s ‘Wellness Hitchhikers’ (Experience); Geometry Argentina’s ‘Save Your Destination’, Geometry Dubai’s ‘Popo’s Kitchen’, Geometry China’s ‘The Closed-Loop Social Commerce Ecosystem’, Geometry Colombia’s ‘Peace Products’ and Marketdata’s ‘Hashtravel’(Commerce).