For Nike, XYZ delivered "Department of the unimaginable", where kids could become scientists for the day, take part in experiments and design the future Air Max sole. The agency also impressed judges with "The store of modern childhood", created for The Children’s Society to draw attention to the harsh realities facing the youth of Britain.

Google’s "Curiosity rooms", the Regent Street pop-up that launched the Pixel 3 phone, was the other big winner today, picking up two golds. One was in the Integrated Marketing category for Amplify, 72andSunny, Halpern, Essence and OMD, with the second going to Amplify for "Grace Dent's 7 bites at curiosity rooms" – a one-of-a-kind tasting menu – in Food Experience.

M&C Saatchi Sport & Entertainment scooped a gold for Samsung’s "Tough Mudder" in Activation at a Festival or Public Event. Competitors were able to see how Samsung’s super-slow-mo could capture all the action of a Tough Mudder obstacle course. George P Johnson picked up a gold for "Cisco Live EMEA" in the Brand Experience B2B category. The agency designed an interactive space for the conference that allowed guests to apply their technical skills and knowledge. Major League Baseball’s "London yards", a three-day festival with baseball-inspired games, food and music, won Imagination a gold for Outdoor Experience.