How ITV Creative raise their game and push creativity to the limit - With ECD Tony Pipes | #AnnualSpotlight

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The Annual 2021 winners have been revealed over summer, with some of the most exciting companies in the history of Creativepool. With stunning Gold and Silver awards won in 2020, it was not the first time that ITV Creative entered the competition, and the team was able to impress the judges yet again with some more groundbreaking creative.

ITV's in-house creative team is used to pushing the boundaries, daring to make a difference in the TV scene. This time around, their 2021 Bronze went to The Shows We Never Want To Make, a warning on the climate crisis which acts as a vehicle to generate interest into how to reach net zero carbon emissions.

In this Annual 2021 Spotlight, we are learning more about how ITV pushes creativity to the limit with Executive Creative Director Tony Pipes.

View The Annual 2021 Winners!


Tell us about your winning submissions! What do you think impressed the judges?

The campaign was called The Shows We Never Want To Make and showed the impact climate change could have to future ITV shows- Catastrophe Street, This Warming and Saturday Night Blown Away, all subverted ITV titles to show the impact of the Global Crisis. 

I think it impressed the judges with its simple premise, playing with well known properties and twisting them to make the point. Simple, understandable and contextual. 

What felt unique about taking part in The Annual?

Because it’s a creative community, it feels like one of the only competitions that judges work on the work. We wanted our work to be in good company.

How do you plan to display your award?

I’m going to get a Run DMC style gold rope necklace and wear it around my neck at client meeting.


Will you enter again in 2022? If so, what are your hopes?

Everyone likes to win, so I hope our hope takes us there. 

What advice would you share with other agencies and individuals looking to grab an award?

Don’t chase awards- care about the work, make it the best, enjoy the journey- have fun and don’t think about the destination.

How does winning awards such as The Annual impact your business?

It raises the game- pushing the creative, the bravery and the want for more than the mediocre. 

This year’s winners are a testament to the power of creativity in hardship. How did Covid restrictions influence your winning projects and how did you approach these new challenges?

Covid affected all creativity, so working closely- even though it was remotely was so important. We had an amazing producer, an amazing campaign manager, an amazing creative and an amazing designer all working as one, despite being apart. 

What are your hopes for the industry in 2022 and beyond?

 To take all the frustrations, the pent up expression, the parked ideas and sidelined energy that the last 18 months has brought and unleash it on the world. 

What is your most exciting project in the next year?

Can’t say, won’t say, but it’s a goodie.