Campaign Ad Net Zero Awards 2024 shortlist revealed

Diageo, L’Oréal and The Guardian are among the brands shortlisted for the Campaign Ad Net Zero Awards 2024, highlighting environmental sustainability in the advertising industry.

Out of a total of 61 shortlisted entries, Manning Gottlieb OMD and Group M had the most nominations—up for three awards each. Diageo follows behind appearing on two shortlists and receiving a mention for work created by Adm Group for Guinness in the Americas. 

Returning for the third year, the awards now have greater international representation, with 40% of entries coming from outside the UK, up from 33% last year.

The judging was led by Sebastian Munden, chair of Ad Net Zero and Wrap (Waste and Resources Action Programme). This is Munden's third year as chair of judges since the awards launched in 2022.

“It’s no surprise that once again there are a lot of high-quality entries, showing demonstrable progress on carbon footprint reduction and promoting more sustainable choices,” he said. “I’m looking forward to sharing the judges' decisions in November.”

Google, which is the headline partner for Campaign Ad Net Zero Awards, hosted the UK judging at its London offices.

Munden was joined by fellow judges Matt Bourn, director of communications for the Advertising Association; Shannon Pruitt, global chief marketing officer for Stagwell Brand Performance Network; and Apoorva Bapna, chief culture officer at WPP.

The winners of the international categories will be announced on 20 November on the Campaign website. The UK winners will then be announced at an awards lunch on 21 November at The Londoner Hotel. 

The international shortlist

APAC

Best Campaign for a Sustainable Behaviour Change - APAC

• “The forever reef project” by M&C Saatchi Group for Great Barrier Reef Legacy 
• “The cupboard to fight food waste” by Dentsu Creative Thailand for Gourmet Market Thailand
• “Put your money where it matters” by Silver Lining with Good&Proper and Alchemy One for Bank Australia

EMEA

Best Campaign for a Sustainable Behaviour Change - EMEA

• “Sounds right” by AKQA for Museum for the United Nations, UN Live
• “Innovation zero” by NatWest Group Marketing Team for NatWest
• “Means to an end – our low carbon hustle” by Papaya Films

Sustainability Best Practice Award - Production/Experiential

• “Our human moment” by Droga5 Dublin
• “Aktion Mensch” by Accenture Song and Brand GMBH Germany for Aktion Mensch

Sustainability Best Practice Award - Agency

• CNN Create Brand Studio
• “Challenging sustainable media planning” by OMG EMEA for Škoda Ireland
• “Reducing greenhouse gases (GHG) emissions while improving performance using DV360 custom bidding algorithm” by Jellyfish
• “Penti loves Saude: Matching a company's sustainability efforts with a sustainable media plan” by Group M and T&Pm for Penti

Sustainability Best Practice Award - Ad Tech Services

• “Deploying an effective multi-brand carbon assessment and reduction strategy through ad technology” by Impact Plus
• “PubMatic and SeenThis enable Group M to minimise campaign carbon emissions by 2.09 tonnes while boosting VTR and viewability metrics” by PubMatic, SeenThis and Group M

The Americas

Best Campaign for a Sustainable Behaviour Change - The Americas

• “Guinness St Patrick's Day POS catalogue transformation” by Adm Group for Diageo (Guinness)
• “Flying Guardians” by AlmapBBDO

Sustainability Best Practice Award - Advertiser/Brand

• “L'Oréal For the Future and Impact Plus in the US and Canada” by L'Oréal Group
• “Extinto” by AlmapBBDO and Energy BBDO

Sustainability Best Practice Award - Agency

• “Horizon Eco” by Horizon Media
• Footsprint

Sustainability Best Practice Award - Ad Tech Services

• “Employee green energy program” by MobileFuse
• “Sequency” by Duration Media
• “Leading the path towards sustainable advertising and media” by Sharethrough
• “Mediavine’s commitment to sustainability” by Mediavine

International Winners to be announced on Campaign 20 November:

• EMEA - Sustainability Best Practice Award - Advertiser/Brand
• APAC - Sustainability Best Practice Award - Media Owner

The UK shortlist

Innovation

Best Business Transformation (from any sector)

• Oliver
• Global

Best Practice

Best Practice in Sustainability Award - Advertising

• “Being ‘up to good’ in all our marketing” by MG OMD for Giffgaff
• “Diageo Society 2030 Sustainability Programme” by Diageo  

Best Practice in Sustainability Award - Agency

• Media Bounty
• Dentsu UK
• “Super massive energy efficient web builds” by Linassi+Co
• “Find the change that fuels impact” by Assembly Global

Best Practice in Sustainability Award - Media

• “From couch to carbon zero: embedding sustainability at Immediate” by Immediate
• Spindle
• “There's no place like Open Media” by Open Media
• “Ocean Outdoor's sustainability leadership” by Ocean Outdoor
• “The industry's first biodiversity audit” by The Guardian

Best Practice in Sustainable Ad Production (most innovative production using green tools)

• “Healthy planet productions” by Revolt and Murphy Cobb Associates for Mars Inc
• “Sustainably made” by Hogarth
• “Diageo Society 2030 Sustainability Programme” by Diageo 
• “See what’s next on Netflix” by Papaya Films for Netlix
• “Advanced reporting platform and digital carbon tool” by Hello Earth Agency

Best Practice in Sustainable Media Planning (carbon measurement and management using innovative processes)

• “More performance, less carbon” by Greenbids for Spotify
• “Media plans that are 'up to good'” by MG OMD for Giffgaff
• “Reducing carbon emissions and delivering positive outcomes” by Havas Media for EDF
• “Brand lift and sustainability” by SeenThis for Pinterest and Mediahub 

Sector Categories

Clothing & Accessories

• “Twiggy full circle” by EssenceMediacom for eBay
• “Vinted x Hollyoaks: Second Hand Style-Up” by Channel 4 for Vinted, Mindshare and Stellify Media 

Computers, Electronics, Household Appliances & Tech

• “Going beyond techspectations: using comedy to get people to trade-in their old tech” by AMV BBDO for Currys 
• “Living our purpose” by MPB

FMCG (Household & Wellbeing)

• “Uncrap the world” by The Guardian and Craft Media for Who Gives a Crap 
• “Harnessing addressable TV to drive more sustainable purchase behaviour” by Group M and T&Pm for Brita
• “Bulldog – protest pointless gifts” by VCCP Media for Currys 

​​NGO / Charity

• “Recycle your electricals” by December19 for Material Focus 
• “Climate charity challenge” by MG OMD for Media Trust