Last week, the greats of the UK media industry gathered in London to celebrate the Campaign Media Awards 2025. The coveted Commercial Team of the Year award went to LadBible, while Spark Foundry’s Team Mondelez took home Agency Team of the Year.
Campaign of the Year was awarded to PHD and "Stream of (un)consciousness" for the British Heart Foundation. The gaming campaign worked with Twitch creators, interrupting their streams to teach viewers how to do CPR, and the results were powerful, with someone’s life being saved after a viewer saw one streamer’s CPR segment. Judges said they couldn’t “wish or hope for more" from a campaign for a charity client.
In this bonus episode Campaign tech editor Lucy Shelley and deputy media editor Shauna Lewis are joined by the brains behind the campaign – Tess Gullis, gaming business director at PHD. They discuss how the campaign is successful in its simplicity, the misconceptions about gaming that still exist among advertisers and why brands are overcomplicating their gaming activity.
