Top honours of the night went to Cheil Worldwide for its work for Samsung, AKQA for Barclaycard and MEC UK for Thames21.

The newly-launched awards are aimed at recognising ingenious and collaborative thinking in the use of technology across marketing, advertising and media.

The Judges Choice Award Platinum winners were selected from the gold-winning campaigns by the chair of judges Graham Bednash UK consumer marketing director for Google, and senior judges Anna Rafferty, director of digital marketing for BBC Worldwide, and Scott Ross, chief technology officer, international for Digitas LBI.

"What the judges liked about the winners of this particular award is that they took an existing idea or format and they reinvented it," Bednash said.

"They built on technology, on characters, and they created a lot of interest and excitement and made it feel very fresh. Not just from a tech point of view, but in a way that made it into the real world."

For Barclaycard’s 50th anniversary, AKQA turned the British Summertime festival into a musical celebration. Partnering with BuzzFeed, the agency made a quiz designed to learn the user's favourite musical genres. This data was used to create a unique "DanceBot" that could be personalised by race and gender.

To promote Samsung's smartwatch, Cheil London created the Gear S3 World Choir. Singers from 24 choir teams from around the world performed in London’s Piccadilly Circus last year in the countdown to Christmas. Using Samsung’s Gear S3 smartwatch, Cheil London turned their biometric data into beautiful visual displays.

And for Thames 21, MEC UK worked with artist Jason Bruges to turn the outside of Sea Containers House into a visual artistic representation of the health of the Thames.

Using data about the river’s health, the display would change every evening to indicate if the river’s health was declining, static or improving.

R/GA’s work for Nike, "Nike on demand", took home two golds, making it the next most awarded campaign of the night. The initiative offered 240 athletes, 1:1 training regiments delivered by the brand’s experts via WhatsApp.

Platinum and gold award winners:

Platinum Judge’s Choice Award winners:
Cheil Worldwide London for Samsung: "Gear S3 World Choir"

AKQA for Barclaycard: "Barclaycard presents British Summer Time Hyde Park: The Great British Music Showdown"

MEC UK for Thames21: "Thames Pulse"

Gold winners:
Best attribution study
InSkin Media for InSkin Media: "Through the Eye and Into the Brain – Moving from Viewability to Visual Engagement

Best use of experiential technology
Cheil Worldwide London for Samsung: "Gear S3 World Choir"

Most creative personalisation
The Championships for Wimbledon: "The Wimbledon App 2016 - Create My Story"

Most effective programmatic creative
Ve for Nissan: "Nissan CARED4 Campaign"

Most effective use of AI
MEC UK for Thames21: "Thames Pulse"

Best audience engagement
R/GA for Nike: "Nike On Demand"

Best use of customer insight
R/GA for Nike: "Nike On Demand"

Breakthrough technology award
MysteryVibe for MysteryVibe: "MysteryVibe Crescendo - the world's most advanced vibrator"

Customer experience award
Possible for Adidas: "Breaking The Pattern With Adidas Glitch"

Tech for good award
TMW Unlimited for Proximity: "Proximity Button"

Agency/tech collaboration of the year
Stink for Twitter: "Twitter – See What's Happening"

Integrated campaign/technology of the year
AKQA for Barclaycard: "Barclaycard presents British Summer Time Hyde Park: The Great British Music Showdown"