Literary Award Video Campaigns: Showcasing The Carnegies Shortlist

The Brief

The Carnegies—managed by CILIP in partnership with Scholastic UK—are the UK’s longest-running and most prestigious children’s book awards. To promote the annual shortlists, CILIP requires a dynamic suite of video content to populate their website and social media channels. Every year, the goal is to showcase the shortlisted authors and illustrators, dive into their creative processes, and issue direct, interactive challenges to the thousands of young “shadowers” (students) participating in the scheme nationwide.

Production Approach

• Remote Talent & UGC Direction: Because the shortlisted authors and illustrators are based all over the world, we use a User-Generated Content (UGC) model. We provide clear, easy-to-follow remote filming guidelines for the talent to record themselves answering interview-style questions and setting creative challenges for the shadowers.

• Premium Post-Production: We take this raw, self-shot footage and enhance it in the edit suite. By integrating CILIP’s official branding, applying motion graphics, balancing audio, and pacing the narratives, we transform remote UGC into polished, broadcast-ready promotional assets.

• Multi-Platform Deliverables: We don’t just deliver one video; we create an entire ecosystem of content. This includes bite-sized social media teasers, full-length Q&As, and direct-to-camera “Shadower Challenges” optimised for website embedding and social feeds.

• Annual Campaign Continuity: As a recurring project, we ensure that each year’s video suite feels fresh and exciting for the new shortlist, while strictly adhering to the prestigious brand guidelines of CILIP and Scholastic UK.

Results & Impact

This UGC-driven video strategy provides CILIP with a complete, ready-to-publish digital campaign. The videos successfully drive social media engagement, celebrate the shortlisted talent, and give schools and shadowers an interactive, direct connection to their favourite authors and illustrators.

Need to turn remote interviews or raw footage into a polished digital campaign? Contact The Quick Brown Fox to discuss your UGC video editing and post-production needs.