2017 RAD Awards - all the winners

2017 RAD Awards - all the winners


The winners of the 2017 RAD Awards have been announced, with Tonic the big winner on the night, taking home the award for Work of the Year along with three category awards.

Tonic’s work for The British Army saw it take home the awards for Print Advertisement, Innovation, and Outdoor, Events and Experiential, with the latter also scooping the evening’s big prize.

Describing Tonic’s big winner, the judges said: “This truly immersive candidate experience gave a real flavour of army life through a wide range of initiatives including intelligent use of both VR and physical challenges - a great end-to-end experience which created a new benchmark that all employers should aspire to.”

The awards ceremony, hosted by comedian Katherine Ryan at London’s Grosvenor House Hotel, saw 17 category awards handed out, with a range of agencies and employers represented across the board.

AIA Worldwide also won three category awards – Graduate Campaign and School Leaver / Apprenticeship Campaign for its work for Thales, and Employer Website for Marks & Spencer.

Meanwhile, Pink Squid was another multiple winner, taking home the awards for Employer Brand for Legal and General, Integrated Campaign for Boots, and Use of Social for Jaguar Land Rover.

The panel of judges for the 2017 awards praised the quality of the entries across all of this year’s categories. Chair of the judges, Gareth Edwards, executive vice president – Europe at AIA Worldwide, said: “The standard of entries for this year was high so we knew it was going to be tough to pick out one piece of work to recognise as Work of the Year.

“The British Army had a number of very strong entries and the work which won in the Outdoor, Events and Experiential category was, we thought, exceptional. The work entered was a truly immersive candidate experience that gave a real flavour of Army life; combining intelligent use of VR with physical challenges and a very high standard of presentation. The judges agreed that it provided a superb candidate experience as well as setting a new benchmark in its category and is, deservingly, our Work of the Year for 2017.”

Pete Clarke, sales director at Reed Business Information, said: “We have again seen work from this year’s entries that really pushes the boundaries on how employers engage and attract the best talent.

“Every year we see only the best work gets entered into the RADs and those that get shortlisted are all genuinely fantastic campaigns, all worthy of winning. It’s now not just about the creative execution of the work but how it is delivered and how it matched clients’ objectives. These awards continue to set the benchmark in employer branding and this year’s winning work demonstrates that you have to be brave to win a RAD Award.’’

The 2017 winners in full:

Candidate Engagement

Chatter – Stores of the Future for O2

Candidate Interaction (including Gamification, Competitions)

Casual Films – The Investment Factor for Allianz Global Investors

Diversity and Inclusion Initiative

WDAD Communications - Women Behind the Wheel for Stagecoach London

Employee Engagement

Remarkable Content – Beyond Zero for Associated British Ports

Employer Brand

Pink Squid – Find the Future You for Legal & General

Employer Website

AIA Worldwide for Marks & Spencer

Graduate Campaign

AIA Worldwide – Together We for Thales

Graduate Website

MSLGROUP – EY Careers Guide for EY


Tonic - With Heart. With Mind for The British Army

Integrated Campaign

Pink Squid - Boots Pharmacy for Boots

Outdoor, Events and Experiential

Tonic – With Heart. With Mind for The British Army

Print Advertisement

Tonic – With Heart. With Mind for The British Army

Recruitment Literature

ThirtyThree – The Little Book of H2Oh! for Severn Trent

School Leaver / Apprenticeship Campaign

AIA Worldwide - Together We for Thales

Use of Audio

SMRS – Peak Recruitment Campaign for Yodel

Use of Social

Pink Squid – Race to Win for Jaguar Land Rover


TMP Worldwide - Life Changing for Teach First

Work of the Year

Tonic – With Heart. With Mind for The British Army

Friday, 27 January 2017

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David Jenkins Date: Jan 27, 2017

Well done everyone, winners and shortlisters. Top night as usual.

Anonymous Date: Feb 24, 2017

A great night as always although with the Army falling so short of its hiring targets is it right that the campaign should win so many awards for a campaign that fell short of achieving its goals? When will the measured effectiveness of advertising become a key criteria of the Awards? Industry awards provide a showcase to those both within and outside of our industry of our creativity and innovation. Is this credible when the winner has attracted so much negative publicity in the mainstream press for their failings?

Tristan Moakes Date: Mar 6, 2017

Effectiveness is part of the judging, but it's important to encourage employers to try new things even though they might not work first time. Too much focus on effectiveness risks killing off the brave work that is inherently more risky. It's also difficult to assess a single piece of work against the context of a wider hiring strategy. It's also reasonable to say that a single part of a recruitment campaign can outperform its objectives even if the rest of it is failing.

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