Mehr Chughtai of OMD UK and Tom Cooke of MVF took the Media prize for their innovative campaign that presentedsexual harassment as being the “Elephant in the room”. The judges were impressed with how their idea stretched across all touchpoints whilst taking into account audience insight through media channels, time of day and seasonality. View their work here.
Mehr Chughtai, Client Leadership Graduate, OMD UK
After graduating in Media and Communications from Goldsmiths, University of London, I joined OMD and work as part of the client leadership team. Previously, I have directed, written and edited a multi-award winning short film titled ‘Afloat’. Creative and driven, I am constantly in pursuit of inspiring new ideas to change the world.
Tom Cooke, Paid Social Executive, MVF
I am currently a Paid Social Executive for MVF, with a background in paid search & social having previously worked at OMD. With an MSc in Marketing & BA Media Studies, I’m a creative individual who is passionate and driven when it comes to telling compelling stories in new and innovative ways.
What does it mean to you to be representing the UK at Cannes Lions this summer?
We are both humbled and honoured to get to represent the UK on a global stage. While both new to the industry, we are full of creative ambition which we are excited to bring to Cannes and the competition. Winning the UK round only fuels our drive to produce the best work we can, and to reach new creative peaks.
The Competition brief was to choose one or more of the below objectives to create a compelling case that will move the timeTo campaign forwards.
- To find new ways to encourage more companies to sign up to the timeTo Code of Conduct and to show how a company plans to embed the Code into its organisation (as it is not enough to merely sign up as a token gesture)
- To call on the existing companies who have signed up to the Code to demonstrate how they are actively implementing the code in their organisations or how they plan to
- To fully empower the victims of sexual harassment and educate them on where and how they can get support
- To encourage a culture where sexual harassment of any kind simply is not acceptable and, by doing so, support witnesses or bystanders to call it out as such without fear of reprisal
