5
PR: Agency Team of the Year
Company
Bospar
Client
San Francisco Pride
Summary
With the nation facing a relentless wave of anti-LGBTQ legislation, the 53rd annual San Francisco Pride Parade & Celebration assumed even greater significance.
The nation’s most iconic LGBTQ+ celebration brings the ultimate opportunity for community members of all ages to celebrate and work together. With sponsors folding under political pressure and corporate donations taking a hit, PR was tasked with more than publicizing the event. Then, just two days before announcing the headliner Dee Snider of Twisted Sister, controversy erupted after the performer issued transphobic tweets.
This Twitter storm inundated the media and was an inflection point for SF Pride. Move forward with the rallying cry of “We’re Not Gonna Take It,” one of Twisted Sister’s most resonant hits, or part ways to make SF Pride’s zero transphobia position crystal clear? Bospar counseled SF Pride to stay strong, reframing the narrative to position the organization as emerging as a catalyst for change and champion of equality – highlighting the need for donations to fund SF Pride’s mission of education with the goal of preventing casual instances of transphobia such as this one.
The secret sauce in our strategy was establishing SF Pride as a go-to thought leader for trans-rights and LGBTQ+ progress, and economic ambassadors for San Francisco’s beleaguered image – offering a respite from the doom loop coverage. Bospar generated more than 500 pieces of coverage before June 1st, 2023 in the lead up to SF Pride the weekend of June 14-25. Outlets included Rolling Stone, NPR, Associated Press,
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Company
Brands2Life
Summary
In 2020, we became a majority-Employee Owned Trust (EOT), and we worked with everyone here to set out a plan for turbo-charged growth.
After extensive research and discussions with staff across the entire business, we settled on five key goals:
1. Reinforce and live our five values– Ambition, Integrity, Commitment, Respect and Enjoyment – in everything we do
2. Give staff an unbeatable employee experience
3. Drive above-industry-average profitable growth to hit £20m and share up to 10% of the profits with staff each year
4. Win and work with ambitious brands on creative, purposeful, ground-breaking briefs
5. Become a beacon for progressive change in our industry
In 2022 we over-achieved all these goals.
We had our best-ever year with +20% revenue growth, £4m in new business and 34 new clients. We helped clients rethink the way they communicate in a digital world. Our comms strategy and organisational re-engineering skills were in high demand and we helped Hologic, LinkedIn, Sitecore, Tetra Pak and Vodafone transform their international comms structure and strategies.
We hired 80+ new people making us a 200-strong agency. As the largest EOT in the PR sector, everyone is an indirect shareholder and gains tax-free bonuses, and our industry leading employee benefits programme includes volunteering days, paid sabbaticals, and private healthcare.
That’s why we’re known as The Agency for the Brands Transforming Our World.
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Company
The Romans
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Company
connective3
Summary
connective3 launched with the ambitious vision to become one of the UK’s fastest growing agencies. In just four short years, we have reached almost 100 headcount and have across offices in Leeds, London, and Manchester. We deliver global digital marketing services for leading brands including Ocado, Compare the Market, Wren Kitchens and Love Holidays.
Digital PR is a driving force behind connective3’s rapid growth and accounts for almost half of our annual revenue as a business. Going into our fourth year of trading, we had ambitious goals for our PR team. We wanted to continue creating incredible, performance-driven client work, to contribute to connective3’s high client retention rate through our strategic approach to Digital PR and to enter new international markets including Germany and the US. We also wanted to grow and nurture our team by creating an environment where they can grow and succeed in their careers - we want connective3 to be a long-term career choice for everyone who works here.
Across the last year, many agencies have scaled back their Digital PR offerings due to the challenging market, however that is not the case at connective3. Far from it - over the last year, our PR team has gone from success to success. Our headcount has gone from 18 to 26, and our overall PR revenue has increased by +23%, with the addition of key clients including Loveholidays UK, Loveholiday DE and Betway. Revenue from the PR team contributes to 43% of connective3’s overall revenue.
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Company
Tin Man
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5
PR: Automotive
Company
Third City
Client
Kia UK
Summary
Car launches all have the same problem – unless you’re spending millions on advertising, you’re restricted to the motoring media and associated content. Kia briefed us to break through this, achieving a mainstream splash via PR and content for the launch of its new electric family car, the Kia EV9.
We knew we had to do something bold to create engaging content and achieve mainstream media coverage, and with audience insight revealing that women are being neglected by car brands when it comes to electric vehicles (30% less likely to purchase than men), an idea was born.
We demonstrated the power of electricity by putting a million volts through car lover Jodie Kidd in a death-defying stunt. A simple concept yet an incredible feat, which was a huge hit. Our newsworthy content has generated more that 75 quality media hits to date, with post-campaign research among drivers with children showing that more than two thirds (67%) were ‘more likely’ to buy an electric car and the Kia EV9 specifically when shown the campaign content (23% were ‘very likely’). This included a higher proportion among women than men (69%/65%), meaning our campaign bucked the industry trend and reached the female segment we’d identified. In a backdrop of AI generated stunts, the campaign demonstrates the very real value of ‘the real’.
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Company
Hope&Glory
Client
Dacia
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Company
Wavemaker Australia
Client
Mitsubishi Motors
Summary
Chances are you’ve just read the title to this entry and thought: auto brand x road trip content – how conventional, how clichéd.
But this was a different approach to car content. No overtly branded images of cars cruising through Tourism Australia’s greatest hits. Actually, no cars at all. And destinations so obscure even seasoned travel editors hadn’t heard of them.
Indeed, creating content about the least-searched destinations made Mitsubishi more searchable than ever.
Mitsubishi Motors' innovative road trip content strategy effectively combined SEO with PR, driving authority, visibility, and business value. The campaign achieved remarkable results, proving its ability to stand out from competitors and solidifying the brand's reputation as a leader in the automotive industry.
The outreach content approach fulfilled its primary purpose: improving site authority and delivering highly qualified organic traffic for better conversions.
Mitsubishi Motors achieved 118 associated organic keyword rankings, outperforming average blog content rankings by 5.2x. This significantly helped Mitsubishi Motors appear in the Search Engine Results Pages (SERPs) for top-of-funnel terms related to road trips and 'outlandish' adventures aligned to the Outlander brand.
Overall, the campaign effectively married SEO with PR, driving authority, visibility, and business value for Mitsubishi Motors. It not only achieved remarkable results but also garnered stakeholder alignment and positioned the brand as a pioneer in leveraging organic opportunities to stand out from competitors.
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Company
rEvolution
Client
International Motor Sport Association (IMSA)
Summary
With a society hooked on a fast food diet of instant gratification, suffering depleting attention spans, and compelling new media seamlessly available at every turn, how can a 75-year-old motorsport discipline not only reach, but engage new audiences and keep them entertained?
The Global Expansion of NASCAR campaign is a celebration of diversifying audiences in motorsport and the challenges faced by the industry to engage new target markets while remaining true to their roots. rEvolution - global leaders in sports marketing and communications, was briefed by the International Motor Sport Association (IMSA) and NASCAR to deliver a fully integrated PR and communications campaign that would grow the sport of NASCAR in Europe and drive home a narrative that the sport is modern and exciting.
What followed was a whirlwind 12-month project that went pedal to the metal to promote NASCAR as a brand in a new market, utilizing earned, owned, and shared media methods, and the result was a thundering narrative engine that roared louder than ever before. Social media following across multiple international channels grew exponentially, coverage was secured in top tier media including The New York Times, The Telegraph, Forbes, and Autosport, and a trail of new fans were left hungry for more.
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Company
Kindred
Client
ZenAuto
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6
PR: B2B
Company
Fight or Flight
Client
Roland DG
Summary
Roland’s TrueVis prints the brightest, most vivid, most accurate colours - even the notoriously tricky oranges and reds. How could we demonstrate this simple product truth in a way that would get people to pay attention?
No one understands the nuance of red and orange shades better than redheads. From strawberry blonde to fire-engine red, the global population of redheads covers a hugely diverse spectrum of different shades. And yet, most of us rely on only one word to describe them: ginger.
Using the TrueVIS printer and a spectrophotometer, we built the first ever Ginger Colour Index, and printed a unique lookbook that illustrated the huge variety of different shades that make up the ‘ginger’ collective. 50 Shades of Ginger was born.
Our campaign assets were supported by consumer research to bring to life the experiences of fed-up redheads. What was it like to grow up as a redhead? How do redheads describe their own unique colour? Who are their red head icons?
The campaign delivered 50 pieces of media coverage and a strong showing on social delivered a total reach of 590.65 million. And =we even landed our very own redhead, Jenny Ryan, on primetime ITV GMB talking about our 50 Shades campaign. Our campaign drove a 196% rise in organic search traffic, a huge spike in search engine queries. And a 33% rise in direct traffic demonstrated that buyers who were already familiar with Roland were visiting the site to find out more about the new TruVis range.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Lauren | Payne-McLeod | Associate Director Strategy & Creative | Fight or Flight |
| Joe | Walton | Founder | Fight or Flight |
| Gemma | Ashley | Director | Fight or Flight |
| Sophia | Ratcliffe | Senior Project Manager | Fight or Flight |
| Jamie | McNicholas | Associate Director | Fight or Flights |
| Haider | Chaudhry | Senior Account Executive | Fight or Flight |
| Anniesa | Hussain | Senior Account Executive | Fight or Flight |
| Kate | Sarginson | Head of Creative | Fight or Flight |
| David | Woodward | Founder | Fight or Flight |
| Stephen | Davis | EMEA Marketing Director | Roland DG |
| Lauren | Swinnerton | Head of Marketing Communications | Roland DG |
| Kirstie | Price | PR & Social Media Specialist | Roland DG |
| Sarah | Mir | Account Manager | Fight or Flight |
| Eliza | Thompson | Senior Account Executive | Fight or Flight |
| Rosie | Godwin | Account Manager | Orca |
| James | Ewin | Managing Creative Director | Orca |
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Company
Fight or Flight
Client
Expedia Group
Summary
Say “Expedia” and people think of the travel website that helps travelers plan and book flights, hotels, car rentals and activities. But the company faced the massive challenge of bringing together its 21 brands under the Expedia Group umbrella, championed by Expedia, Hotels.com and Vrbo. To do this, they needed to unify onto one tech platform, which would increase agility, supercharge AI capabilities, and lay the foundation to move quickly on new technologies. To establish itself as a genuine innovator of tech for travel, the company’s narrative needed a massive shift too. This was the brief for global B2B communications agency Fight or Flight.
The approach focused on three areas: a) Expedia Group's tech transformation and how it sets the company up to be more agile and able to jump on new advanced technologies b) The company’s innovations and products that solve common traveler pain points c) Expedia Group’s mature AI and machine learning capabilities that elevate the company as an AI leader in travel. The campaign transformed the perception of Expedia Group among its core B2B audience in the technology and travel industries with 84% more likely to consider Expedia Group a tech company and an AI innovator today than before the campaign and 81% likely to book travel through Expedia Group because of its technology transformation and products.
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| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Dan | Bird | SVP | Fight or Flight |
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Company
Weber Shandwick
Client
IBM
Summary
The IBM EMEA Banking Insider by Weber Shandwick was a first of its kind campaign for IBM. The concept is entirely focused on helping the company meet its business objectives by deepening partnerships with existing banking clients, reaching new prospects and positioning IBM as a trusted partner for innovation.
Everything from the data-driven industry insight and topics, to the strategic use of channels and assets formed part of a watertight strategy to reach banking business decision makers with an approach and message that would truly resonate.
From a hero activation focused on Generation Z: the banking customers of the future, to an ‘always on’ series of LinkedIn Live sessions hosted by IBM’s banking leaders. Every Live was attended by an IBM customer, covering topics from sustainability to AI to digital currencies from an ‘outside in’ perspective.
The results speak for themselves, with 45 IBM banking customers engaged, more than 6,000 LinkedIn Live attendees, 500+ pieces of earned coverage and over 100 media roundtable attendees across EMEA.
Crucially, the campaign helped IBM open up new business conversations with existing and prospective banking clients. IBM described it as a “game changing campaign that allowed us to connect more deeply with our clients”.
A B2B campaign at its heart, but one which uses creativity and storytelling to deliver meaningful and measurable impact.
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| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Tineke | Dullart-Mertens | External Relations EMEA | IBM |
| Mary | Ellen Higgins | Global Financial Services External Communications Leader | IBM |
| Laura | Tapper | EVP | Weber Shandwick |
| Sophie | Easterby-Smith | SVP | Weber Shandwick |
| Liam | Foy | Digital Lead | Weber Shandwick |
| Richard | Ratcliffe | Creative | Weber Shandwick |
| Laura | Beaumont | VP | Weber Shandwick |
| Milly | Bell | Digital Manager | Weber Shandwick |
| Joe | Tully | Senior Manager | Weber Shandwick |
| Tea | Hapeshis | Digital Executive | Weber Shandwick |
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Company
Ogilvy UK
Client
Inmarsat
Summary
Inmarsat is a name and company you’ve probably never heard of, let alone know what it does. It is a global mobile satellite company that brings connectivity to basically everything that moves in the air and sea. Every flight, every ship you’ve ever travelled on was probably powered by Inmarsat. So, now, you know. Inmarsat tasked Ogilvy with a crucial mission: shifting public attention to the importance of space in promoting sustainability on Earth and raising awareness about the imminent threat of space debris. Space debris endangers crews, spacecraft, and crucial satellites, potentially impacting life on Earth if debris falls back to the planet. Simple, brief: Ogilvy, can you help us save the planet? What started as a report – the biggest of its kind in terms of consumer attitudes towards space – then sparked a global conversation with people whose voices carry real weight. This campaign is the biggest satellite story of all time driving more coverage in one campaign, than the whole sector in the last three years combined. The campaign saw a 500% increase in brand share of conversation and importantly for a B2B company, it dramatically impacted Inmarsat’s bottom line generating Sales-Qualified Leads (SQLs) of $50,000,000! The real win for us was the industry change, NASA funding an orbital debris programme, and major nations Japan and China committing to removing space junk. Truly, a campaign that went to the final frontier.
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| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Jonathan | Sinnatt | Director of Global Communications | Inmarsat |
| Ravinder | Punia | VP - Marketing Communications & Digital | Inmarsat |
| Michael | Hayes | Senior Strategist | Ogilvy |
| Andy | Davis | Creative Director | Ogilvy |
| Gabriella | Petter | Strategy Director | Ogilvy |
| Nik | Myers | Strategy Partner | Ogilvy |
| Ryan | Rabinowitz | Client Partner | Ogilvy |
| Izzy | Beaumont | Account Director | Ogilvy |
| Gemma | Sowerby | Account Director | Ogilvy |
| Anastasia | Ivanova | Client Partner | Ogilvy |
| Toby | Conlon | Head of Corporate Communications | Ogilvy |
| Ellen | Maddin | Account Manager | Ogilvy |
| Ollie | Mines | Senior Copywriter | Ogilvy |
| Tom | Ingram | Senior Art Director | Ogilvy |
| Steve | Williams | Creative Directos | Ogilvy |
| Natasha | Freedman | Creative Director | Ogilvy |
| James | Austin | Head of Production | Ogilvy |
| Maria | Padro | Senior Motion Director | Ogilvy |
| Richie | Parsons | Senior Art Director | Ogilvy |
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Company
The Romans
Client
Livi UK
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| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| The | Romans | X | The Romans |
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Company
Brands2Life
Client
Pragmatic
Summary
Pragmatic wanted to help shape a better business environment for growth; namely by influencing the UK Government’s semiconductor strategy.
Building brand awareness and filtrating messaging to its key influencers and decision makers within Government who had a vested interest in the success of the semiconductor strategy was critical.
PR and earned media was the primary tool to influence these stakeholders – building a much bolder, stronger and more influential brand name and ensuring its key messages were included in articles to educate them on the growth opportunities flexible semiconductors offer to the UK and wider global industries.
With +2400 pieces of coverage, 55 which were national, and a 1900% uplift compared to the previous six months, our media engagement provided the credibility needed to secure meetings with senior political figures across all parties, leading to a roundtable which in turn gave rise to the production of a Pragmatic report on how to achieve science superpower status within the UK.
This ultimately resulted in the inclusion of flexible semiconductors within the Strategy, and Pragmatic’s Co-Founder and Executive Director has been invited to form part of the Government’s expert semiconductor panel. The campaign also drove a 250% increase in business enquiries and sales leads for the company.
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| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Kate | Smith | Deputy MD, Business & Technology | Brands2Life |
| Matt | Owen | Head of B2B Campaigns, Business and Technology | Brands2Life |
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2
PR: Brand/In-House Team of the Year
Company
The LEGO Group
Summary
The LEGO Group is an independent toy company, family owned since it was founded in 1932. Its mission is to inspire and develop the builders of tomorrow through the power of play.
A powerhouse of two people forms the Global LEGO Retail PR team. Responsible for launching over 30 sets with at least eight large-scale PR campaigns driving to LEGO.com and LEGO Stores around the world, they work with regional PR teams, campaign managers and stakeholders across the business.
Leading the team, exceptional PR practitioner Kirstie Reid has over 20-years’ experience, working agency and brand side, while PR Manager, Sophie Mitchell, has worked with some of the largest global agencies.
The team is tasked with recruiting new fans to both LEGO.com and LEGO Stores whilst retaining existing fans – with a focus on girls and adults.
They have completely transformed the LEGO Retail PR function from stand-alone activations to campaigns integrated across the LEGO Retail ecosystem. This has been achieved through: strategically re-positioning LEGO Retail, establishment of relationships with stakeholders to scale-up campaigns and implementing a new evaluation structure.
The team’s innovative, integrated approach has proven to bring new and existing shoppers back to LEGO Retail. Large-scale campaigns, plus ongoing press office around product launches has delivered:
• 10.k earned articles, 44.9bn reach.
• A focus on driving lifestyle coverage, beating the set KPI by 227%.
• Driving 45% of new visitors to LEGO.com.
• Delivering an average of 90% product sales in the first month.
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Company
The LEGO Group
Client
N/A
Summary
In 2022, the LEGO Group was expanding into a range of new areas, from unprecedented growth with adults, to digital-native audiences and a greater focus on Earned across channels – all whilst celebrating its heritage, hitting the milestone of 90 years in business.
During this change, its Corporate Brand Communications team championed the value of earned to increase headcount by 50%, grow employee satisfaction by double digits, and deliver #1 share-of-voice vs competitors in a year that saw the business increase its sales by 13 percent and maintain its position as one of the most reputable brands on the planet.
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5
PR: Consumer Goods
Company
The Pharm
Client
No7 Beauty Company
Summary
No7 Future Renew dominated headlines and influencer channels from April 2023, breaking records to become the biggest launch in No7’s 88-year history and the beauty brand’s fastest selling product range since records began. The pre-launch press coverage built such anticipation that one product sold every two seconds on the day of launch, and demand was so high the Boots website temporarily crashed. Through a bold PR-led strategy focused on in-depth science storytelling, the launch delivered 204 pieces of earned media and 1,041 pieces of social coverage, featuring in every national newspaper. This campaign elevated a beauty product launch into national front-page and TV news. This fully integrated effort, with earned media leading the charge, led to a consumer stampede in-store and online, eclipsing the Horizon moment and making No7 Future Renew THE most talked about beauty launch in a generation.
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Company
Weber Shandwick
Client
eBay
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Company
Here Be Dragons
Client
Beavertown Brewery
Summary
Here Be Dragons was briefed by Beavertown Brewery to help make its IPA ‘Neck Oil’ famous with men aged 25-34 this summer. Here Be Dragons created ‘Oil Your Neck’ a suncream inspired by ‘Neck Oil’ - the brewery’s most famous IPA - that could be applied to the outside of the skin while drinking Neck Oil in pub beer gardens, parks and festivals. The suncream was developed and given out for free across the nation's pubs via dispensers, tubs and 15,000 sachets. Here Be Dragons partnered with Melanoma UK, the skin care charity to help ensure the message that men (in particular) need to protect themselves from sun damage. The product was designed to look and feel like ‘Neck Oil’ with the same design, meaning that men would feel comfortable applying it when given out for free. It received widespread national and regional coverage with news and consumer lifestyle media.
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Company
The Romans
Client
Dove
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Company
Frank PR
Client
Weetabix
Summary
The 5th July, a day the nation will never forget. The day the nation’s favourite breakfast brand stepped in to definitively settle the debate that had divided families, friends and colleagues for years. The day Weetabix unveiled… the right way to eat your ‘Bix, is in fact, to pour the milk first #milkfirst.
Frank identified mavericks within the Weetabix community who poured the milk in first, then dragged in celebrities who couldn’t help but comment and resulted in front page national news and a debate on breakfast TV.
Why put the milk in first? These crazy cereal killers had cracked the code to avoiding a soggy bottom Weetabix?
As the Milk First crew pressed their case, presenter, James May was drawn into the fray, labelling those who put the milk in before cereal as “disturbing”. Weetabix replied ”rules were made to be broken” and formally announced the #MilkFirst approach as the ‘right’ way. James branded us “lunatics” and the social pile on began.
As our planned controversy built traction and pace, we worked our black book of media contacts, giving them a story, we knew would satisfy their appetite. From LadBible and MailOnline to a Daily Star front cover and back-to-back broadcast coverage on GMB, Lorraine and This Morning (the hat trick) we infiltrated the morning conversations across the country ensuring Weetabix was front of mind at breakfast time.
The coverage catapulted squabbling on social that made Weetabix trend on Twitter, proving a good idea translates across all platforms.
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3
PR: Consumer Services
Company
Amplify
Client
Klarna
Summary
Since Klarna's inception the brand has been on a mission to shift the retail environment from burdensome and fragmented to simplified and smooth. The House of Y2K featuring Paris Hilton as the brand ambassador was an experience which showcased Klarna’s full service offerings to their audience of millennials and Gen Z shoppers using the timeless return of the Y2K fashion trend as a hook.
Our strategy was grounded in breaking the traditional marketing format and understanding current cultural trends that would resonate deeply. The Y2K fashion trend, which had gained significant traction among Gen Z while invoking nostalgia among millennials led to the central theme of 'Nowstalgia,' a concept highlighting the evolution of trends and shopping experiences.
The 'House of Y2K,' became a dynamic showcase of this evolution. Through three core Y2K storylines—technology, fashion, and beauty—we demonstrated the transition of the once outdated e-commerce experience to a 'Smoooth' shopping experience. The campaign leveraged both digital and physical elements to create shareable moments and generate global impact. Relationships with influential figures, such as Kris Jenner and Kathy Hilton also played a pivotal role in driving interest and global reach.
The results exceeded objectives:
-Klarna witnessed a 63% surge in app downloads post 'House of Y2K,' demonstrating the campaign's effectiveness in re-educating consumers about Klarna's offerings.
-The event attracted 450 VIPs and consumers.
-A remarkable 1.7 billion impressions were achieved through social media shares and content generation.
-The campaign generated 344 pieces of global coverage (exceeding target by 72%).
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Company
The Romans
Client
Livi UK
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Company
Don't Cry Wolf
Client
Elvie
Summary
We polled 1,000 mums who were currently breastfeeding or who had breastfed in the previous five years, across the UK and found that almost 50% of women lose their sense of self when breastfeeding, and two thirds of mums give up doing something they love, such as a hobby or sport. That’s why we partnered with Alexandra Burke, as a new mum and ambassador for Notting Hill Carnival, to wear Elvie’s brand new pump, Elvie Stride, on show whilst dancing with Utopia Mas Band. We wanted to show that you can still be a breastfeeding mum, and do the things you love without shame to be seen pumping. Pumps on Parade achieved 42 pieces of coverage, and was shared over 5,000 times on social media more than just PR for PR’s sake Elvie saw 100% increase in website traffic in the day following and its highest share of voice ever. The campaign showed to women everywhere that Elvie was an ally for them, a brand that cared about what mattered them, and was empowering them to live their lives on their terms.
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5
PR: Content
Company
Stir
Client
Cali by Snoop
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Company
GOLIN
Client
Premier Inn
Summary
Our challenge was to Bring to life Premier Inn’s ‘Rest Easy’ ATL platform in a talkable way in culture, positioning Premier inn as a champion of rest and highlight Premier Inn’s diversity of locations and as a hotel that is perfectly placed for countryside trips.
In a bid to help the nation rest easy and consider Premier Inn for their next countryside break, we launched the world’s first ‘country’ music radio station. Quite literally capturing the soothing sounds of the British countryside 24-hours a day. Hosted by ex-JLS musician turned farmer, JB Gill, the campaign smashed coverage and thousands tuned-in to chill out with the UK's most restful countryside classics, all contributing to a 24% increase in bookings year on year.
Results
A 300% increase in volume of conversation around its brand having ‘diverse locations’.
140+ pieces of coverage achieved, including national and broadcast, 100 included one primary campaign message and 99% positive sentiment achieved.
Premier Inn saw a year-on-year increase in bookings of 24% and outperformance of the market. Roz Golds, head of external communications, said ‘PR comms played a key role’.
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Company
Pangolin
Client
Pepsi
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Company
The Romans
Client
Dove
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Company
Edelman
Client
HSBC
Summary
Moving to a new country can be hard. Often, what you gain from movement, you sacrifice in belonging, and a feeling of not belonging can cause many international moves to end in disappointment.
HSBC wanted to show it understands the issues faced by those moving overseas and to support its international community in making those transitions and regaining a sense of belonging, faster.
So ,we turned HSBC employees, brand ambassadors and influencers into the bank’s most valuable currency and created ‘The Unforeign Exchange’.
The human-first storytelling, social campaign harnessed HSBC’s international community to help people moving abroad to feel like they belong quicker, by sharing the lesser-known hints, tips and recommendations for new locations.
The campaign lived across internal channels, including earned, social and influencer. A multi-market study of over 7,000 international citizens in nine global locations ensured we were addressing the right issues and our deep audience insights led to compelling first-hand storytelling that reached target audiences through finance, business and consumer media channels.
HSBC’s brand ambassadors Emma Raducanu, Brian O’Driscoll, Bryan Habana, and Stephanie Cuvelier created key campaign content, while HSBC colleagues also shared their tips.
The campaign achieved 488 pieces of coverage in online, print and broadcast media across the nine key markets, including pieces in Vogue China, Forbes and CNBC. Total Reach exceeded 1.5 billion (exceeding our KPIs across all markets by 180%) and the Unforeign Exchange content on HSBC’s global social channels received more than 75m+ Impressions, 40m+ reach, 17m+ views and 800k engagements.
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2
PR: Crisis
Company
Bospar
Client
San Francisco Pride
Summary
With the nation facing a relentless wave of anti-LGBTQ legislation, the 53rd annual San Francisco Pride Parade & Celebration assumed even greater significance.
The nation’s most iconic LGBTQ+ celebration brings the ultimate opportunity for community members of all ages to celebrate and work together. With sponsors folding under political pressure and corporate donations taking a hit, PR was tasked with more than publicizing the event. Then, just two days before announcing the headliner Dee Snider of Twisted Sister, controversy erupted after the performer issued transphobic tweets.
This Twitter storm inundated the media and was an inflection point for SF Pride. Move forward with the rallying cry of “We’re Not Gonna Take It,” one of Twisted Sister’s most resonant hits, or part ways to make SF Pride’s zero transphobia position crystal clear? Bospar counseled SF Pride to stay strong, reframing the narrative to position the organization as emerging as a catalyst for change and champion of equality – highlighting the need for donations to fund SF Pride’s mission of education with the goal of preventing casual instances of transphobia such as this one.
The secret sauce in our strategy was establishing SF Pride as a go-to thought leader for trans-rights and LGBTQ+ progress, and economic ambassadors for San Francisco’s beleaguered image – offering a respite from the doom loop coverage.
Bospar generated more than 500 pieces of coverage before June 1st, 2023 in the lead up to SF Pride the weekend of June 14-25. Outlets included Rolling Stone, NPR, Associated Press,
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Company
The Romans
Client
Wiggle x Adidas
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3
PR: Data and Insights
Company
Splendid Communications
Client
Durex
Summary
To coincide with International Women’s Day, Durex commissioned new research, revealing that women are four times less likely than men to always achieve an orgasm during a sexual encounter. In light of the findings, Durex teamed up with ‘sexpert' Alix Fox to host a football stunt, interrupting a match at climactic moments to highlight the ‘orgasm gap’ between men and women, and help bring ‘orgasm equity’ to the nation’s bedrooms. The activity secured widespread coverage, even featuring on a US talk show, securing 81 pieces with an estimated reach of 211.7m.
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Company
TEAM LEWIS
Client
BlackBerry
Summary
BlackBerry is a leader in connectivity and security software. Today, BlackBerry’s connectivity software powers over half a billion IoT endpoints and its 40-year unmatched security is trusted by the world’s most important organizations. AI-powered cybersecurity, which BlackBerry pioneered, is one of the latest innovations that gives the company opportunities to grow brand awareness and differentiate itself in the market. TEAM LEWIS was tasked to own an emerging topic that would resonate with IT decision-makers in the USA, Canada, the UK, Germany, France and Australia. Through detailed audience analysis, we identified the ultra-rapid adoption of ChatGPT as a relevant trend. With AI at the heart of BlackBerry’s Cylance® AI technology (and a topic not yet widely addressed by competitors), this was an opportunity to own a corner of the AI conversation early and position as a thought leader. Therefore, BlackBerry and TEAM LEWIS created an integrated, multi-market campaign to own a ‘fighting AI with AI’ narrative. The aim was to put BlackBerry front of mind with IT decision-makers who are seeking expertise on the threats associated with this revolutionary technology – particularly amid stark warnings of increased volume and severity of nation-state attacks – and highlight the positive benefits of AI in cybersecurity applications. The result was a research-led campaign voicing, for the first time, the concerns of IT decision-makers on the potential cyber threat of ChatGPT. The insight secured immediate media interest and continues to be repeatedly referenced in industry commentary on the topic of ChatGPT and cybersecurity.
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Company
Daniel J Edelman Ltd
Client
Haleon
Summary
NA
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4
PR: Events or Live Activations
Company
Frank PR
Client
Westfield London
Summary
In the bustling realm of Christmas marketing, We set
out with Westfield Shopping Centres and embarked
on a mission to transform their annual Santa’s Grotto
experience into an engaging and unforgettable
sensation. The primary objective was twofold:
amplify awareness about Westfield’s Santa’s Grotto
Experience and position Westfield as a vibrant hub for
festive entertainment beyond shopping.
Amid the busy landscape of Christmas promotions,
the challenge was to distinguish Westfield’s
grotto from every other grotto. Our approach was
particularly important against the backdrop of
ongoing economic challenges and the aftermath of
the COVID-19 pandemic, to provide a joyful distraction.
The campaign creatively hinged on putting kids
through lie detector test before meeting Santa,
ingeniously relieving him from determining whether
children had been naughty or nice. Partnering with
Polygraph Examiner Paul Bramley lent credibility to
the venture while injecting an element of playful
authenticity.
The hero content showcased kids awaiting their turn,
to complete a lie detector test before meeting the big
man himseld, encapsulating the campaign’s essence.
Extensive media coverage, including regional titles
like MyLondon and the Evening Standard, bolstered
visibility. The campaign’s ability to spark debate
was leveraged with a feature on Loose Women,
where the question of using lie detectors on children
was debated, ultimately affirming the campaign’s
intended playfulness.
Through strategic innovation and an a camapign
centered around sparking joy, Westfield successfully
transformed a traditional attraction into a
trendsetting spectacle that left a memorable mark
on the festive landscape.
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Company
The Romans
Client
Wiggle x Adidas
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Company
Sips and Bites / Splendid
Client
Doritos
Summary
We were tasked with launching Doritos’ ‘hot’ new collaboration with the iconic home of flame-grilling, Burger King.
With over 60% UK adults report they rarely pay attention to billboards we knew this was a space we could make our mark. We wanted to make a statement with OOH that grabbed attention and landed the unique attributes that made this collaboration so desirable. We had to combine Doritos’ bold brand, our distinctive triangle chips and Burger King’s flame grilling expertise to create a moment that got everyone talking about the partnership. Following weeks of teaser content and social interaction that we’d orchestrated between the home of flame-grilling and the home of tortilla chips to drive hype, we finally announced that there was ‘no smoke without fire’ in the most fame-driving, eye-catching and downright brave way possible…
We flame-grilled our own ad at a Burger King in the Northeast - an area where the fewest people in the UK pay attention to billboards - so while they flame grilled Whoppers inside, we flame grilled a 200 square foot Doritos billboard outside. We had just 30 seconds to flame grill the billboard and one chance to capture it. The execution had to be flawless. 25 test burns were conducted over 4 different billboard sizes.
Impressions 185+ pieces of coverage globally
Over 700 article social shares
Reach +10 million people.
Over £1.8mm of advertising was earned
And most importantly, in its first week Whopper Doritos became the bestselling Doritos flavour in the UK
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Company
Hope&Glory
Client
CALM
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5
PR: Food and Drink
Company
Zulu Alpha Kilo
Client
Pizza Pizza
Summary
Inflation is on the rise globally, and Canada is no exception. Interest rates and energy costs are rising, grocery prices have increased over 9% year to date, and supply chain disruptions continue to put upward pressure on prices.
In a world of uncertainty, Pizza Pizza wanted to ensure that Canadians could count on one thing – that hot and fresh pizza would remain accessible – and affordable.
Three days after the biggest interest rate hike in Canadian history, Pizza Pizza launched the first-ever Fixed-Rate Pizza. The unique campaign offers Canadians the opportunity to lock in an XL four-topping pizza at $16.99 for 12 months, with no price increases, guaranteed. No matter how bad inflation gets, the price of your pizza is locked in.
Using a tongue-in-cheek tone that plays on language from the mortgage industry, digital videos, OOH and targeted display ads encourage consumers to “lock in now.”
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Company
Tin Man
Client
Cadbury Fingers
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Company
Ogilvy UK
Client
Hellmann's
Summary
Every year more than 4.5 million tonnes of perfectly good food goes to waste in our homes. This costs the average family upwards of £700 a year – money few of us can afford to waste. This was a problem ripe for solving by a brand whose purpose is “make taste, not waste”. One of the unknown contributors to this waste came out in a recent study, which indicated millions of fridges in UK homes are too warm, causing some foods to spoil up to three days faster than if they were chilled to below 5℃. Given there’s a jar of Hellmann’s in most UK fridges, we spotted our opportunity. To mark Food Waste Action Week, we created a specially designed jar of Hellmann’s mayonnaise that tells consumers when their fridge is at the optimum temperature to keep food fresher for longer. We used thermochromic ink - an ink that only appears at a certain temperature - to create a new label featuring custom illustrations that changed to indicate when a fridge was set at the optimal temperature. The eye-catching jar became a catalyst for conversation amongst Hellmann’s target demographic and the press. But this campaign wasn’t about driving conversation, success meant changing behaviour. Post-campaign, 66% knew the optimal fridge temperature to make food last longer – and 80% of consumers said they'd commit to checking their fridge temperature. Equating to £1.1bn savings for British families each year and savings tons of food wastage.
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Company
Frank PR
Client
innocent UK
Summary
We wanted to tell the heart-warming stories from people all over the country, we wanted to provide soapboxes for the individuals who have contributed to the big knit over the last twenty years and to amplify the sentiments of community and collaboration which have made the initiative what it is today. Mostly, though, we wanted to stitch a bit of colour into a very grey national mood. Our big goals needed a BIG activation, literally. Paired with our understanding of the media landscape and a belief that visual spectacle combined with powerful human-interest stories would be the best way to capture media attention, we harnessed the power of magnitude to tell twenty years’ worth of stories. Enter, the Big Big Knit, the largest knitted hat ever created. A big hat for a big celebration.
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Company
Good Relations with VCCP Media
Client
Krispy Kreme
Summary
Krispy Kreme handed Good Relations the unenviable task of launching a brand new doughnut range during the healthiest, dreariest and most depressing month of the year: January. Tapping into the nation’s collective need for ‘light relief’, we created the world’s first SADvert: an interactive billboard dispensing medical-grade SAD light therapy to passers-by in rainy Salford. The campaign grew brand awareness from 7-10% and dramatically increased brand love thanks to almost 200 pieces of earned media coverage and a social watch time of over 395 days.
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5
PR: Healthcare and Pharma
Company
The Romans
Client
Livi UK
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Company
Edelman
Client
MSD Sharp & Dohme
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Company
Thunder11
Client
Northwell Health
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Company
GOLIN
Client
Nurofen
Summary
To launch Nurofen’s new brand platform and social mission to help close the Gender Pain Gap, we created a powerful combination of consumer PR, brand action and HCP engagement to revealed the true extent of the gender pain bias that women experience every day. We launched Nurofen’s inaugural Gender Pain Gap Index Report to reveal the true extent of the gender pain bias that women experience every day.
To contextualise the true scale of the gender pain gap, we commissioned an in-depth survey of 5,100 UK women and men to quantify their gap in experience, treatment and awareness of pain.
To date, no other brand or relevant company has identified the breadth of insights in this area to the same scale as Nurofen, nor has any other piece of research specifically quantified the gender pain gap in such crystalised detail. Powerful data, compelling visual creative, Nurofen’s meaningful commitments and smart media strategy – our combination of Consumer PR, HCP engagement and Brand Action earned Nurofen a powerful brand position in its mission to help close the Gender Pain Gap.
325+ pieces of earned coverage across national, broadcast, local trade and HCP media.
97% Key message pull through.
6 HCPs.
2.3k engagements and comments.
Our campaign drove a huge spike in google searches for ‘Gender Pain Gap.’
+15% increased affinity with a 15% increase in positive sentiment for Nurofen brand, against a 2022 monthly average of only 2%.
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Company
Ogilvy
Client
Gertrude's Children's Hospital
Summary
Kenyan households dispose of an estimated 1.8 million kilograms of expired medicines yearly, posing significant environmental and health risks. The DispoSafely campaign was launched to tackle this issue by educating the public on proper disposal methods and the dangers of incorrect disposal. Safe disposal points were set up at Gertrude's Children's Hospital branches and pharmacies across Kenya.
To grab attention and highlight the problem, an innovative approach was taken. Gertrude's Children's Hospital built "The Harmacy," a mock pharmacy, at Kenya's largest landfill in the Dandora slum. This structure was made from landfill materials and stocked with intercepted pharmaceutical waste bound for disposal. Exterior signage, shelf displays, and banners outside The Harmacy conveyed information on unsafe disposal practices and promoted the #DispoSafely program.
"The Harmacy" became Africa's first successful public awareness and action campaign for safe disposal, reaching nearly half of Kenya's population. This initiative successfully launched the #DispoSafely initiative, disseminating valuable information and facilitating safe medicine disposal through Gertrude's Children's Hospital branches nationwide.
In just three weeks the campaign reached 28,795,000 people and generated an earned value of KES 19,500,000. Remarkably, every KES 1 spent on The Harmacy earned KES 30. Online impressions totalled 11,382,997, and a poll indicated that 8 out of 10 Kenyans agreed to #DispoSafely. This success positions the campaign for rapid expansion in the coming year, with the potential to significantly improve pharmaceutical waste disposal practices in Kenya.
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3
PR: Innovation
Company
Ogilvy UK
Client
Bombay Sapphire
Summary
Over the past 30 years, Bombay Sapphire has encouraged the world to see there is creativity everywhere and in everyone, through their brand platform, ‘Stir Creativity.’ During Covid – remember that? – we opened an art supermarket at The Design Museum to support artists by hacking the law and selling specially designed ‘essential goods”. Now, coming out the other side, and with two-thirds of us suffering from ‘cave syndrome’ - actively not willing to resume normal life - we needed to stir the creativity in all of us. ‘Saw This, Made This’ was informed by some of the world’s best creatives who told us they found inspiration around them and often made their first creative endeavour as a result. One such creative, the iconic Baz Luhrmann who started conjuring ideas while gazing out of the window of his parent’s garage in rural New South Wales, would lead the charge. He launched our campaign with a beautiful film he narrated, inviting people to see “The World is a Gallery” – to discover creative inspiration that exists all around them, and make something inspired by it. With thousands of entries from around the world, we engaged an AI robot artist to create additional work inspired by these global creations – with a live event featuring AI:Da, Baz and all our global creations. This campaign wasn’t about getting coverage – but yeah, we got loads of that.
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Company
The Romans
Client
Livi UK
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Company
Fanclub
Client
Emma
Summary
Our task was to platform how Emma helps people to awaken their best through its sleep (science) expertise and ultimately drive sign ups to its sleep advice newsletter.
The Shleep Sanctuary took an old wives’ tale sleep hack (counting sheep) and playfully created a unique experience which was still rooted in sleep science, used it to pique the interest of the media and drove the public online right to the heart of Emma’s sleep experts.
Sometimes the simplest insight can spark the biggest reaction. With global media lapping up the visual assets, we drove an 87% increase in direct traffic and 78,000 newsletter sign ups.
The success of the Shleep Sanctuary in the UK has led to it being adopted by other markets starting with France.
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4
PR: Integrated
Company
GOLIN
Client
ASICS
Summary
Our challenge was to shift the exercise conversation to focus on the mind for the benefit of public mental health.
To create visibility for mental exercise transformations, ASICS hijacked the before and after photos format to create the seemingly least impressive ‘dramatic transformation’ images. Photographer Sophie Harris-Taylor captured celebrities and athletes across Europe before and after 15 minutes and nine seconds of movement. Although the images appeared the same at first glance, there are small differences that nod to the mental uplift – a slight smile, straighter posture, a gleam in the eye.
• +2500% Increase in conversations around the benefits of mental health and exercise, 91% of which related to ASICS.
• 68% Our earned media posts expressed public anger towards traditional before-and-after photos and called for change in exercise culture.
• 543M 250+ pieces of organic coverage, 543M reach. Across 20 markets, including key Tier 1 EMEA titles and broadcast, Daily Mail, Sky News, Stylist, Metro, Grazia, Elle.
• +1000 people shared their ‘mental health’ before and after pictures on social. Transforming the #dramatictransformation hashtag to show more body positive images.
• +14% increase in share of mental health coverage vs core competitors -that significantly outspend us.
• 57% Campaign activity correlated to a 57% increase in Google search interest.
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Company
The Romans
Client
Dove
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Company
Hope&Glory
Client
CALM
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Company
Mischief PR
Client
Women’s Aid
Summary
The Women’s Aid insight that instances of violence in existing domestic abuse relationships rise during major sporting events is not new.
It’s a story that’s been heard before, and one that’s been told before - through numerous successful and impactful campaigns. But that doesn’t mean it’s a story we should stop telling. If anything, it’s crucial that Women’s Aid only continues to build on the momentum around this narrative, and use innovative means to propel it further, and into new territories.
This is why this campaign should win. The creative execution ensured a known narrative was expressed in a new way. The media relations operation expertly repurposed data, successfully challenging media to revisit a topic they had ‘covered before’. The integrated channel strategy ensured that this wasn’t just a campaign that was seen but optimised to encourage action and support. Old insight; same ambitions, but new creative, integration and approach ensured new heights were reached.
From LGBTQ+ rights to modern-day slavery and corruption – the Qatar World Cup had no shortage of unique, purpose-ripe talking points…and yet the most impactful, purpose-driven campaign came from a story you’ve heard before.
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5
PR: International
Company
The Romans
Client
Estrid
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Company
IWC/The 10 Group
Client
IWC
Summary
IWC Schaffhausen, a leading Swiss luxury watch manufacturer, has been the official engineering partner of the Mercedes-AMG Petronas Formula One™ Team since 2013. Both companies share a passion for performance and design and a commitment to engineering excellence down to the smallest detail. Ahead of the 2023 Miami Grand Prix™ - one of the most important calendar events in the partnership year - The 10 Group was briefed to activate an international media moment to amplify the partnership and drive earned coverage across key markets around the globe. IWC invited a group of celebrities and athletes to compete with seven-time Formula One™ world champion Lewis Hamilton in a one-of-a-kind basketball challenge. The ‘IWC Chrono Challenge’ featured a takeover of Jungle Plaza in the heart of the iconic Miami design district with a spectacular full-size basketball court. As well as celebrating its return to Miami, IWC wanted to promote the launch of a bespoke version of the IWC Pilot’s watch with an eye-catching Miami Pink rubber strap. The 10 Group was tasked with managing all earned media relations around the ‘challenge’, including securing international coverage in key markets, landing IWC branding and messaging and engaging with sports fans across the globe. With a tightly planned and orchestrated media strategy, we had the biggest media titles lined up to attend the event, and those who couldn’t make it clambering for our content. In just two days, we secured 500+ pieces of coverage in 29 markets around the world.
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Company
Vodafone
Summary
In early 2023, Vodafone Group’s Content and Channels teams were combined into one. This new team of only eight people has revitalised external and internal content through a varied mix of videos, articles, events, graphics and interactive experiences, all designed to reset how audiences think about Vodafone.
From showcasing the company culture to explaining the real-world impact of our technology, we strive to represent all of Vodafone’s global footprint across 21 countries in Europe and Africa.
Our team is breaking new ground in content, working across multiple formats and channels to challenge our audience’s perceptions. We’ve handled hundreds of video projects, developed interactive digital assets, built a strong podcast following and breathed new life into social and internal content – with some outstanding results.
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Company
The LEGO Group & Golin
Client
The LEGO Group
Summary
In 2023, the LEGO Group wanted to excite and amaze kids with an all-new home-grown IP, LEGO DREAMZzz. But it wanted to launch in a whole new way for the brand, with episodic content first, followed by physical products not on sale until months afterwards.
What followed was a truly international campaign that turned kid’s dreams into a major cultural talking point in more than 55 countries around the world, driving maximum awareness and excitement – seeing 30% higher than average positive sentiment amongst LEGO fans, and coverage levels exceeding 148% of target, before a single brick got into kid’s hands.
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Company
Etc. at BT Group
Summary
Imagine a world where urgent medical supplies flew overhead, where search and rescue missions happened in minutes rather than hours. It sounds like a sci-fi movie, but drones can transform how we live, now.
This is what Etc., the start-up incubation hub at BT Group, set out to do when founded in 2022. Etc. accelerates growth by incubating ideas in new sectors adjacent to the Group’s core business.
To amplify this strategic focus, signalled by the businesses’ landmark £5 million deal with drone technology providers, Altitude Angel The 10 Group were briefed to develop a campaign leveraging this to external stakeholders and media.
CES, global tech event of the year, presented prime opportunity, enabling campaign moment creation with highly engaged global media and innovators. Using a two-pronged UK and US strategy, the fully integrated campaign covered media, social and content.
The resulting coverage amplified BT Group's innovation approach globally (841million reach, 50,000 social impressions) securing significant interest from partners and industry, including a 64% surge in LinkedIn commercial drone connections and 47 direct inquiries. The announcement indirectly supported the first commercial Drones deal (worth six figures, we cannot yet disclose details) and supported BT Group’s regulatory and policy engagement focussed on modernising airspace regulations (seeing growing CAA traction) around drones.
The release saw BT Group experience an industry beating 7% positive swing to its share price at a time no other news crossed from the business, and the telco sector as a whole was only up about 1.5%.
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6
PR: Launch or Relaunch
Company
WongDoody
Client
Both&
Summary
Both& are a pioneering fashion brand focusing on creating masculine silhouettes for trans men with a core line of denim, cotton tees and hoodies.
The start-up launched their first campaign to promote their clothing and specifically new drop of denim with a photoshoot inspired by the iconic 1990s Calvin Klein adverts featuring Mark Wahlberg paired with Kate Moss, Sasha Mitchell and Marcus Schenkenberg - expect thirty years with trans men front and centre.
The imagery was supported with a fashion film with title track ‘Boys Boys Boys’ from trans musician, Baby Brown.
Leveraging the imagery and film content across social channels we enthused the community - the campaign was picked up by 20+ publications with a PR reach 49 million, won Campaign's 'Ad of the Week,' reached 1.8 million on social (with £0 spend) and saw 75% increase in denim sales (50% above sales target).
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Company
Danone North America and HUNTER
Client
International Delight
Summary
International Delight, a brand on the cutting edge of pop-culture inspired flavor collaborations, upped the ante with its latest innovation inspired by the beloved TV sitcom FRIENDS, in partnership with Warner Bros. Discovery Global Consumer products, launching: FRIENDS Manhattan Hazelnut Mocha Creamer and Zero Sugar FRIENDS Manhattan Hazelnut Mocha Creamer. Leveraging a mix of traditional press, social influencers, IRL events - all fueled by culture-drive insights - the team successfully launched the most successful limited-time offering in brand history.
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Company
Smarts
Client
Chessington World of Adventures
Summary
Our campaign to launch the new World of Jumanji at Chessington World of Adventures drew on humour and a relatable theme for any parent – high volume excitement – to create one of the UK’s most successful print advertising campaigns (as independently measured by Kantar’s Creative Excellence team).
Saying ‘Sorry Surrey’ for the eardrum-exhausting excitement of children riding the theme park’s new Mandrill Mayhem rollercoaster was one part of a PR and advertising campaign that reached an estimated four million people, through hundreds of pieces of top-tier national and consumer media coverage, more than an hour of TV and radio broadcast opportunities, and thousands of social media views and engagements.
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Company
PATRÓN Tequila
Client
N/A
Summary
As the world’s No. 1 super-premium tequila and one of the most respected brands, PATRÓN changed the game by entering the prestige category of tequilas, a segment forecasted to double in size by 2025. Continuing to elevate the standards of tequila with a demonstration of the brand’s tireless dedication to perfection, PATRÓN developed PATRÓN EL ALTO - its first major foray into the prestige tequila category.
PATRÓN EL ALTO launched the campaign, “Reach New Heights,” as a way to pay homage to PATRÓN Tequila’s legacy elevating the tequila industry, while also celebrating PATRÓN EL ALTO’s origins — its agave is harvested from the highest points of Jalisco, Mexico.
PATRÓN EL ALTO kicked off the launch with an epic event weekend in Las Vegas - complete with a tasting for press and influencers onboard a private jet flying at the same height as the agave harvest. Guests celebrated the release of PATRÓN EL ALTO with a surprise performance by Missy Elliott timed to the 20th anniversary of her biggest album. The launch generated the most earned media of any PATRÓN program with 100+ placements and 1.3B+ impressions in less than a week. PATRÓN also released an original campaign anthem ‘2LIVE’, featuring Hit-Boy and Offset, hitting 4M+ streams across streaming platforms. In its first week, PATRÓN EL ALTO became a trending Google search and after one month, the PATRÓN EL ALTO webpage ranked the third position for the key word “el alto,” making it PATRÓN Tequila’s greatest marketing endeavor to-date.
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Company
Sips and Bites / Splendid
Client
Doritos
Summary
We were tasked with launching Doritos’ ‘hot’ new collaboration with the iconic home of flame-grilling, Burger King.
With over 60% UK adults report they rarely pay attention to billboards we knew this was a space we could make our mark. We wanted to make a statement with OOH that grabbed attention and landed the unique attributes that made this collaboration so desirable. We had to combine Doritos’ bold brand, our distinctive triangle chips and Burger King’s flame grilling expertise to create a moment that got everyone talking about the partnership. Following weeks of teaser content and social interaction that we’d orchestrated between the home of flame-grilling and the home of tortilla chips to drive hype, we finally announced that there was ‘no smoke without fire’ in the most fame-driving, eye-catching and downright brave way possible…
We flame-grilled our own ad at a Burger King in the Northeast - an area where the fewest people in the UK pay attention to billboards - so while they flame grilled Whoppers inside, we flame grilled a 200 square foot Doritos billboard outside. We had just 30 seconds to flame grill the billboard and one chance to capture it. The execution had to be flawless. 25 test burns were conducted over 4 different billboard sizes.
Impressions 185+ pieces of coverage globally
Over 700 article social shares
Reach +10 million people.
Over £1.8mm of advertising was earned
And most importantly, in its first week Whopper Doritos became the bestselling Doritos flavour in the UK
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Company
Passion Digital
Client
Feaniks
Summary
Feaniks, a brand-new online training start-up, came to Passion Digital to create a brand launch campaign with the aim of raising brand awareness and positioning themselves as change makers within the sector. We wanted to create a campaign that didn’t just target decision makers within health and social care organisations, but the front-line employees that work there and members of the public that undervalued them. The objective was to gain as much coverage for it as possible in publications that their established competitors could have only dreamed of appearing.
With the insight that the UK was losing healthcare workers due to poor conditions and a large portion of the UK public still unsupportive of their strike action, we targeted the first day of the biggest NHS strike in history and gave workers a public platform to safely raise concerns about extreme experiences at work. Because many health & social workers were too scared of speaking up about working conditions, we allowed them to do this anonymously, using UGC content to turn our most valuable public sector workers into anonymous influencers for the cause, using quotes to seed out to the press and use in social assets.
The campaign achieved coverage in some of the biggest news publications in the country such as The Guardian, The Metro, The Huffington Post and The Mirror. It also appeared in industry publications and forced a response from the Scottish government and the BMA on the state of healthcare working conditions in the NHS.
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2
PR: Leader of the Year
Company
Bospar
Summary
After graduating from UT-Austin, Curtis worked as a production assistant for B-movie producer Roger Corman on "Black Scorpion."
Curtis switched to news, winning a regional Emmy while working at KRON in San Francisco.
He then decided to pursue PR. But news remains close to his heart.
Hired by Chris Boehlke of Connecting Point Communications, they convinced Google to change its Doodle to the building blocks of Tetris, launched PayPal Galactic, and promoted the alien hunters of SETI.
The pair started Bospar in 2015 as one of the first work-from-home agencies with a national footprint, a move the press deemed "prescient" in 2020.
Under his leadership, Bospar stands up for social justice. Curtis made national news with "Bospar Messes With Texas" – the nation's first program to offer employees full relocation money over abortion restrictions.
He made news again for saving SF Pride.
Fortune named Bospar to its inaugural list of America's Most Innovative companies.
Curtis was behind 60 major account wins, including LendingClub and Hitachi Vantara.
He launched Club Courage, a campaign to celebrate brands' support of the LGBTQIA+ community.
Nearly every December, Curtis runs around San Francisco... in his underwear!
It's for a good cause.
Bospar was the only PR agency to support the San Francisco Press Club's 45th anniversary. Over 200 Bay Area Journalists attended.
He empaneled reporters from Bloomberg, Reuters, VentureBeat, and Wired to discuss the impact of AI in the newsroom at Microsoft’s Mountain View Campus.
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Company
Digitaloft
Summary
Amy is currently the Associate Digital PR Director at Digitaloft, which she has worked her way up to since joining the business back in 2020 as a Digital PR Strategist.
Since then Amy has demonstrated an admirable approach to her work that has led to her being promoted to associate director within the agency at the age of just 27. This is a testament to the work she puts in for the agency’s clients, and how she leads the Digital PR team with enthusiasm and passion for the world of digital PR, combined with impeccable leadership skills and compassion.
When it comes to clients, Amy always goes above and beyond. She’s more than happy to work outside of her role as a director to ensure that our clients are getting the results they’re hoping for. She is passionate about charity and brings this into the workplace, as well as leading our charity committee, she’s been a part of organising various fundraising events at Digitaloft e.g. our tough mudder.
Outside of work Amy extends her skills beyond the world of digital PR; Amy runs her own successful social media account (Roaming The Lakes), and extends this skillset to supporting with running our agency socials even though she is an insanely busy lady!
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5
PR: Media and Entertainment
Company
Hello Social and Wavemaker
Client
Paramount+
Summary
We were tasked with driving earned coverage for Taylor Sheridan's new Yellowstone Origin Story '1923' by producing a surprise and delight influencer and media gifting activation. Our key marker of success was earned social media reach and our KPI for this campaign was set at 1 million total earned social reach.
We drew on the prohibition themes of the TV program, partnering with Australia's Number 1 distillery 'Archie Rose' to produce a limited-run '1923 Moonshine'. Then, we doubled down on the sneaky prohibition element by producing a branded shipping crate that would house our 'banned' drink as it was delivered to over 200 key media, creators and influencers.
The branded crate appeared to be nothing more than a shipment of fresh produce, until the recipient followed the clues to 'crack the code', revealing a false floor that contained the branded Moonshine bottle amongst other collateral. The surprising gift exceeded all expectations in relation to earned coverage, resulting in our recipients posting about the gift to a total audience of 4.2 million. Among the personalities that published our gift were Chantel Mila (1.8m followers), Joshua Cavallo (823,000 followers), Adam Farrugia (240,000 followers) and Tanya Hennessy (237,000 followers). Due to the overwhelming response, our campaign generated a total earned influencer media value of over $104,000. Our benchmark of 1 million earned social media reach was exceeded by 320%. In terms of program performance, 1923 was a smash hit with audiences in Australia, quickly becoming Paramount+’s biggest new launch of 2023.
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Company
Weber Shandwick
Client
eBay UK
Summary
Summer is synonymous with single-wear fashion, with Brits buying 50 million throwaway outfits each year. On a mission to help the nation break-up with fast fashion, eBay coupled up with Love Island, becoming the show’s first ever pre-loved fashion headline sponsor.
We coined a new phrase, Single-Wear Summer, and capitalised on hot moments throughout the season to encourage shoppers to ditch unsustainable habits and shop pre-loved instead. From bringing the first pre-loved fashion vending machine to a holiday hotspot, to signing Islanders Tasha Ghouri and Tom Clare as eBay’s first pre-loved ambassadors, we transformed second-hand clothes into first-choice fashion.
The partnership between the most culturally influential show of summer and the OG of pre-loved fashion not only garnered nationwide coverage, but it sparked real behaviour change, with 1400% more searches for pre-loved fashion on eBay, one pre-loved sale every second, and 24% more circular businesses joining the platform.
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Company
Hope&Glory
Client
NOW
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Company
SHOOK
Client
The National Trust
Summary
2022 marked the 60th anniversary of the Beatles’ debut single Love Me Do. It was written at 20 Forthlin Road, Paul and Mike McCartney’s childhood home, a terraced council house where the world changed forever.
The National Trust, which now cares for Forthlin, wants its story to inspire new generations of creativity.
Forthlin became a focal point for the milestone but - more importantly - for a message: extraordinary things can happen from an ordinary house, in an ordinary street…
The front room at Forthlin turned into possibly the world’s smallest event venue, for arguably the world’s most important song, with performances by rising working-class Liverpool acts, Ni Maxine and TRAITS.
Over 12,000 people tuned-in, heartland audiences applauded an idea that “made the place come alive”, awareness the Trust cares for modern heritage increased 85% and 88% of audiences supported that the charity using its places to inspire new generations of creativity.
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Company
Hello Social
Client
Paramount Pictures
Summary
Our brief was to create a salient and disruptive PR stunt to drive awareness and incentive-to-view for new horror film SMILE. The key markers of success were total social impressions, quality metrics (such as engagements, shares and minutes consumed) as well as box office performance. Our mob of 'SMILERS' descended on Sydney CBD, putting punters in the shoes of the film's protagonist Rose who is haunted by smiling strangers wherever she turns. Paired with real-time social activity, creator partnerships and fast turn-around social content, the disruptive stunt went viral on tiktok and Instagram in the week leading up to the film's premiere. It amassed a total of 2.6 million views (up 99% on forecast) across both platforms, garnering 82,601 comments/shares and 90.5% positive sentiment. Content from the stunt was watched on social for a total of 4,253 hours which was up 254% on our forecast. The stunt gained media coverage around the globe and was heralded by social media users as 'the best movie marketing since The Blair Witch Project'. In terms of box office performance, SMILE was Australia's highest grossing horror film of the year. Globally, it took pole position as the #1 movie in the world at the time.
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6
PR: Media Relations
Company
Tin Man
Client
Virgin Atlantic
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Company
Splendid Communications
Client
Durex
Summary
To coincide with International Women’s Day, Durex commissioned new research, revealing that women are four times less likely than men to always achieve an orgasm during a sexual encounter. In light of the findings, Durex teamed up with ‘sexpert' Alix Fox to host a football stunt, interrupting a match at climactic moments to highlight the ‘orgasm gap’ between men and women, and help bring ‘orgasm equity’ to the nation’s bedrooms. The activity secured widespread coverage, even featuring on a US talk show, securing 81 pieces with an estimated reach of 211.7m.
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Company
The Romans
Client
Lidl
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Company
Red Havas
Client
NHS Blood and Transplant
Summary
How do you inspire Black audiences – which are diverse, disparate and historically distrustful of medical institutions and governments – to give blood?This was our challenge when NHS Blood and Transplant tasked us with recruiting blood donors from Black communities to satisfy demand for rare blood types that can help treat sickle cell (a genetic blood disorder) in England. More and more people of Black heritage donate blood every year, but the NHS still needed significant numbers of new Black donors to meet demand for sickle cell patients. How could we help them?
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Company
Hope&Glory
Client
CALM
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Company
23red
Client
Sport England
Summary
2.4 million fewer women than men enjoy getting active. This Girl Can coined this the Enjoyment Gap – and they wanted to close it.
To kickstart a national call-to-arms, 23red delivered an activation that packed a punch. We asked women what stops them enjoying exercise, then turned these barriers into punch bags for an interactive boxing experience with Olympian Nicola Adams. Hosted at Westfield Stratford, passers-by were invited to punch back against all of it: the issues, barriers, challenges, and take out their frustrations on the things holding women back.
A sophisticated media relations strategy led to 442 pieces of coverage, including 23 national and 83 broadcast hits. We reached a potential audience of more than 104 million. 98% of coverage mentioned the Enjoyment Gap.
Most importantly, we set out to start closing the Enjoyment Gap – helping women enjoy the benefits of exercise the way they deserve – and did just that. Three in 10 (30%) women who’d seen the campaign saying it’s supported them in getting more active, over three in 10 (31%) became more confident about doing sport and exercise, and over six in 10 (63%) now feel they have the opportunity to be physically active – the highest level seen since summer 2021.
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5
PR: Not-For-Profit, Charity and Government
Company
The Romans
Client
Wiggle x Adidas
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Company
Red Havas
Client
NHS Blood and Transplant
Summary
How do you inspire Black audiences – which are diverse, disparate and historically distrustful of medical institutions and governments – to give blood?This was our challenge when NHS Blood and Transplant tasked us with recruiting blood donors from Black communities to satisfy demand for rare blood types that can help treat sickle cell (a genetic blood disorder) in England. More and more people of Black heritage donate blood every year, but the NHS still needed significant numbers of new Black donors to meet demand for sickle cell patients. How could we help them?
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Company
Hope&Glory
Client
CALM
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Company
23red
Client
Sport England
Summary
2.4 million fewer women than men enjoy getting active. This Girl Can coined this the Enjoyment Gap – and they wanted to close it.
To kickstart a national call-to-arms, 23red delivered an activation that packed a punch. We asked women what stops them enjoying exercise, then turned these barriers into punch bags for an interactive boxing experience with Olympian Nicola Adams. Hosted at Westfield Stratford, passers-by were invited to punch back against all of it: the issues, barriers, challenges, and take out their frustrations on the things holding women back.
A sophisticated media relations strategy led to 442 pieces of coverage, including 23 national and 83 broadcast hits. We reached a potential audience of more than 104 million. 98% of coverage mentioned the Enjoyment Gap.
Most importantly, we set out to start closing the Enjoyment Gap – helping women enjoy the benefits of exercise the way they deserve – and did just that. Three in 10 (30%) women who’d seen the campaign saying it’s supported them in getting more active, over three in 10 (31%) became more confident about doing sport and exercise, and over six in 10 (63%) now feel they have the opportunity to be physically active – the highest level seen since summer 2021.
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Company
Mischief PR
Client
Women’s Aid
Summary
The Women’s Aid insight that instances of violence in existing domestic abuse relationships rise during major sporting events is not new.
It’s a story that’s been heard before, and one that’s been told before - through numerous successful and impactful campaigns. But that doesn’t mean it’s a story we should stop telling. If anything, it’s crucial that Women’s Aid only continues to build on the momentum around this narrative, and use innovative means to propel it further, and into new territories.
This is why this campaign should win. The creative execution ensured a known narrative was expressed in a new way. The media relations operation expertly repurposed data, successfully challenging media to revisit a topic they had ‘covered before’. The integrated channel strategy ensured that this wasn’t just a campaign that was seen but optimised to encourage action and support. Old insight; same ambitions, but new creative, integration and approach ensured new heights were reached.
From LGBTQ+ rights to modern-day slavery and corruption – the Qatar World Cup had no shortage of unique, purpose-ripe talking points…and yet the most impactful, purpose-driven campaign came from a story you’ve heard before.
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5
PR: PR For Good
Company
Mischief PR
Client
Avanti
Summary
Amidst a backdrop of industrial action, in early 2023 there was little positive sentiment towards train operators or train drivers. Social commentators and parts of the media had drivers firmly in their sights, angling to position them as public enemy #1.
Regardless, recruitment must go on. Drivers move, change jobs or retire so maintaining a steady flow of recruits is an essential operational function.
Avanti West Coast also still had a long way to go in reaching its ambition of 50% of train driver applicants being female by 2030. While Avanti West Coast already led the pack with a 13% female workforce (vs industry average 6%), it needed to accelerate its female recruitment drive, fast.
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Company
Coldr
Client
Independent Commission for Equity in Cricket
Summary
A programme driving public awareness to support the call for evidence: Coldr was asked to support the Independent Commission for Equity in Cricket (ICEC) in promoting its Call for Evidence, acting as an independent press office and helping publish its final report on inequity in cricket. The teams strategic approach resulted in 4,000+ survey responses as evidence and 3,000+ pieces of media coverage for the report launch. The Commission aimed to evaluate equity in cricket and identify opportunities to tackle the problems and imperative gamewide improvements.
To generate a meaningful report, the ICEC needed to reach far and wide in its call for evidence. Coldr led and managed the launch of an online survey and request for written evidence. While calls for evidence rarely receive significant traction, the team achieved strong results by using the attention created by Azeem Rafiq’s testimonial. The Call for Evidence secured 83 pieces of coverage, including BBC News/ R4, Sky News, Sky Sports News, LBC, The Guardian, The Telegraph, The Voice and the Independent.
As well as the extensive news coverage:
- The ECB responded positively and acted on the first recommendation - an apology to all victims of discrimination
- Overwhelmingly positive coverage
- Prime Minister, Rishi Sunak, commented, making the rare decision to describe his own experiences of racism
- Working closely with a Ch4 documentary team on the ‘Is Cricket Racist’ documentary, serialising core findings
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Company
The Romans
Client
Dove
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Company
Hope&Glory
Client
CALM
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Company
Rethink
Client
Penguin Random House
Summary
Book banning in U.S. schools and libraries has reached unprecedented levels.
As the publisher of one of the most banned books of all time — Margaret Atwood’s The Handmaid’s Tale — Penguin Random House wanted to make a clear statement against censorship.
With officials across the US engaging in censorship and threatening to burn books, we asked one simple question: What if they couldn’t?
The result was the Unburnable Book. A one-of-a-kind edition of The Handmaid’s Tale specially designed to be impossible to burn.
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4
PR: Public Affairs
Company
WA Communications
Client
Network
Summary
Network came to us wanting to elevate their discount schemes. Through robust research, we proved that key workers who have access to the schemes are happier, more loyal to their employers and have a higher quality
of life than their counterparts who don’t.
Based around this research, we delivered a multi-faceted campaign, targeting policymakers, employers and workers themselves. Not only have we given our client evidence that they deliver real value – enabling us to put pressure on decision-makers to publicise the scheme – we’ve used media to drive a massive surge in sign-ups to help key workers in this cost-of-living crisis.
Not only has it delivered for our client across multiple metrics, but it has also raised awareness among thousands of eligible key workers, enabling them to join up and start saving money – helping make their lives that little bit better while they teach our children, treat our illnesses and care for our loved ones.
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Company
The Romans
Client
Dove
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Company
Grayling Communications Ltd
Client
Stena Line
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Company
Brands2Life
Client
Pragmatic
Summary
Pragmatic wanted to help shape a better business environment for growth; namely by influencing the UK Government’s Semiconductor Strategy.
Building brand awareness and filtrating messaging to its key influencers and decision makers within Government who had a vested interest in the success of the semiconductor strategy was critical.
We knew the Prime Minister has an interest in science and technology, and semiconductors more specifically, but Pragmatic is just one company trying to catch the ear of the government. We knew we had to run a positive campaign, based around the UK’s strengths, to get noticed.
Therefore, we built an engagement campaign, grounded in robust messaging and a position paper, supported by a landmark report exploring what needed to be done to realise the UK’s ambition to become a science and technology superpower.
More than 25 stakeholder meetings, supported by over 50 pieces of national press coverage with Pragmatic’s co-founder and CEO have resulted in Pragmatic’s Co-Founder being invited to become a member of the Government’s National Semiconductor Advisory Panel, a quote in the press release accompanying the Strategy, tangible business benefits including a 250% increase in enquiries and sales leads.
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0
PR: Response to Change
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain, then please let us know
5
PR: Retail
Company
Clarion Communications
Client
Aldi UK
Summary
To promote Aldi as offering quality British products at great value and to attract new audiences, Aldi devised a search for upcoming British suppliers to apply to be stocked at the supermarket – and what better way to gain national traction than to take this to the small screen?
Working together with production company South Shore and Aldi’s internal communications team, together we created Aldi’s Next Big Thing, which launched on Thursday 20th October and ran for 6 weeks every Thursday at 8pm on Channel 4.
The result? 7.5million viewers, 1,124 articles, and a series of sell-out British products.
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Company
Ogilvy PR & Wasserman
Client
The LEGO Group
Summary
The LEGO Group, in collaboration with Ogilvy PR and Wasserman, developed an integrated campaign to celebrate the launch of the new LEGO | Disney Castle and Disney’s 100th anniversary, which engaged families and drove new fans to LEGO stores and LEGO.com.
We partnered with three Disney loving female artists, to design four life-size LEGO | Disney murals inspired by the storytelling possibilities of the set. The 220,000 LEGO brick murals resemble castle windows and feature some of the world’s most loved Disney characters.
Our hero mural was revealed in front of Tower Bridge in London. The other three murals were then built by families in Manchester, Paris and New York to encourage families to come together and share in the wonder of LEGO | Disney with interactive build along events.
The LEGO Group also created a digital building activity, where fans could bring design their own LEGO mosaic castle window.
All four murals are now displayed together at LEGO House in Denmark alongside an exhibition showcasing the history of the LEGO | Disney collaboration until 29th October.
Key results include:
• 562 pieces of earned press coverage (2.5b reach) across 29 countries.
• Over 15,000 families joined our crowd building events in three cities.
• Over 21 million people participated in the online builder activity, with 43% of these being new visitors to LEGO.com.
• The campaign drove 92% of targeted sales of the set in the first month, of which 56% were new customers to the LEGO Group.
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Company
The Romans
Client
Lidl
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Company
Hope&Glory
Client
IKEA and Shelter
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Company
One Green Bean
Client
Domino's
Summary
Domino’s is a name engrained within UK culture – but when it came to the Women’s Euro's, it was all about another… Lucy Bronze, who helped England beat Sweden 4-0.
With limited budget but a killer, little-known secret up its sleeve – there was an epic chance to score. Enter England defender and Domino’s star player, Lucy Bronze, who pulled shifts at the Headingley store to fund her way through university.
Honouring her “home” store, Domino’s paid homage with a simple, reactive stunt, triggered when the media and nation were on a celebration high from the Women’s England football team.
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7
PR: Small Budget
Company
Hope&Glory
Client
Dacia
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Company
The Romans
Client
Lidl
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Company
Admire PR
Client
Marmalade Trust
Summary
The 2023 PR Campaign for Loneliness Awareness Week smashed all previous targets. Loneliness Awareness Week is a global campaign organised by Marmalade Trust and Admire PR worked as PR leads for the third year.
The total PR reach was 151.4 million people, with 141 pieces of press coverage over 2.5 weeks of the campaign. This is an amazing figure, and in turn this press coverage meant that almost 25,000 visits were made to the Loneliness Awareness Week website. There were also 1,507 UK and global connection building events and initiatives.
As a result of this year's record breaking campaign, 86% of people said that they felt more valued and connected, and 96% of people said that they would take part in Loneliness Awareness Week again.
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Company
Fanclub
Client
Emma
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Company
Frank PR
Client
Weetabix
Summary
The 5th July, a day the nation will never forget. The day the nation’s favourite breakfast brand stepped in to definitively settle the debate that had divided families, friends and colleagues for years. The day Weetabix unveiled… the right way to eat your ‘Bix, is in fact, to pour the milk first #milkfirst.
Frank identified mavericks within the Weetabix community who poured the milk in first, then dragged in celebrities who couldn’t help but comment and resulted in front page national news and a debate on breakfast TV.
Why put the milk in first? These crazy cereal killers had cracked the code to avoiding a soggy bottom Weetabix?
As the Milk First crew pressed their case, presenter, James May was drawn into the fray, labelling those who put the milk in before cereal as “disturbing”. Weetabix replied ”rules were made to be broken” and formally announced the #MilkFirst approach as the ‘right’ way. James branded us “lunatics” and the social pile on began.
As our planned controversy built traction and pace, we worked our black book of media contacts, giving them a story, we knew would satisfy their appetite. From LadBible and MailOnline to a Daily Star front cover and back-to-back broadcast coverage on GMB, Lorraine and This Morning (the hat trick) we infiltrated the morning conversations across the country ensuring Weetabix was front of mind at breakfast time.
The coverage catapulted squabbling on social that made Weetabix trend on Twitter, proving a good idea translates across all platforms.
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Company
Founders
Client
Partnership of New York
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Company
One Green Bean
Client
Domino's
Summary
Domino’s is a name engrained within UK culture – but when it came to the Women’s Euro's, it was all about another… Lucy Bronze, who helped England beat Sweden 4-0.
With limited budget but a killer, little-known secret up its sleeve – there was an epic chance to score. Enter England defender and Domino’s star player, Lucy Bronze, who pulled shifts at the Headingley store to fund her way through university.
Honouring her “home” store, Domino’s paid homage with a simple, reactive stunt, triggered when the media and nation were on a celebration high from the Women’s England football team.
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5
PR: Social Influencers
Company
M Booth & Associates
Client
BIC
Summary
In the spring of 2023, BIC introduced EasyRinse, a razor with first-of-its-kind anti-clogging technology looking to garner the attention of women and men aged 18-44. Enter #Scandoval. The breakup heard across the nation – Ariana Madix and Tom Sandoval from Bravo’s Vanderpump Rules split because of a cheating scandal. BIC recognized an opportunity to partner with Ariana on a clever social play addressing a need to ‘unclog’ her life to promote EasyRinse. The spot spanning Ariana’s and BIC’s social channels, linear and YouTube TV, paid huge dividends, boosting sales of the women’s EasyRinse razor by 38% in the seven weeks following.
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Company
Ogilvy UK
Client
Unilever Dove
Summary
With more than two decades of campaigning, Dove is well known by the public as a champion of real beauty. Its mission is to redefine beauty standards and help everyone experience beauty and body image positively.
Social media has had face-altering augmented reality filters since 2015 and most of them are harmless. We’ve all added dog ears to our face, right?
With the advent of generative AI, the Bold Glamour filter took augmentation dramatically, and dangerously forward. It even worked with a hand in front of a user's face - making it impossible to tell if someone was using the filter.
This unlocked the creative idea. The only way for a filter not to distort your face, was for it to not 'see' your face, so we asked people to #TurnYourBack.
The #TurnYourBack campaign used a rapid response, multi-channel media strategy to turn the tide against the harmful ‘Bold Glamour’ TikTok filter.
Within 72 hours of the Bold Glamour filter trending, Dove activated 68 influencers, including actor Gabrielle Union, who took the campaign to The Oscar’s; turning her back on the red carpet.
The campaign garnered over 1 billion in earned media and led to a leading influencer agency publicly condemning the ‘Bold Glamour’ filter.
Earned media also helped deliver an increase in brand consideration and purchase intent in the UK and US.
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Company
GOLIN
Client
ASICS
Summary
Our challenge was to shift the exercise conversation to focus on the mind for the benefit of public mental health.
To create visibility for mental exercise transformations, ASICS hijacked the before and after photos format to create the seemingly least impressive ‘dramatic transformation’ images. Photographer Sophie Harris-Taylor captured celebrities and athletes across Europe before and after 15 minutes and nine seconds of movement. Although the images appeared the same at first glance, there are small differences that nod to the mental uplift – a slight smile, straighter posture, a gleam in the eye.
• +2500% Increase in conversations around the benefits of mental health and exercise, 91% of which related to ASICS.
• 68% Our earned media posts expressed public anger towards traditional before-and-after photos and called for change in exercise culture.
• 543M 250+ pieces of organic coverage, 543M reach. Across 20 markets, including key Tier 1 EMEA titles and broadcast, Daily Mail, Sky News, Stylist, Metro, Grazia, Elle.
• +1000 people shared their ‘mental health’ before and after pictures on social. Transforming the #dramatictransformation hashtag to show more body positive images.
• +14% increase in share of mental health coverage vs core competitors -that significantly outspend us.
• 57% Campaign activity correlated to a 57% increase in Google search interest.
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Company
The Romans
Client
Estrid
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Company
WE Communications
Client
Brother USA
Summary
With budget-conscious consumers turning to third-party ink and toner, Brother needed to find a new way to connect with young professionals. Meet the Cartridge Family, the four colorful coworkers that bring relatable office scenarios to life. By hiring influencers rather than traditional actors, our cast had creative license to create additional workplace drama content that debuted on their social channels. Their authentic style helped tap into the corporate humor trend while humanizing an everyday office product.
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4
PR: Social Media
Company
Ogilvy UK
Client
Dove Unilever
Summary
With more than two decades of campaigning, Dove is well known by the public as a champion of real beauty. Its mission is to redefine beauty standards and help everyone experience beauty and body image positively.
Social media has had face-altering augmented reality filters since 2015 and most of them are harmless. We’ve all added dog ears to our face, right?
With the advent of generative AI, the Bold Glamour filter took augmentation dramatically, and dangerously forward. It even worked with a hand in front of a user's face - making it impossible to tell if someone was using the filter.
This unlocked the creative idea. The only way for a filter not to distort your face, was for it to not 'see' your face, so we asked people to #TurnYourBack.
The #TurnYourBack campaign used a rapid response, multi-channel media strategy to turn the tide against the harmful ‘Bold Glamour’ TikTok filter.
Within 72 hours of the Bold Glamour filter trending, Dove activated 68 influencers, including actor Gabrielle Union, who took the campaign to The Oscar’s; turning her back on the red carpet.
The campaign garnered over 1 billion in earned media and led to a leading influencer agency publicly condemning the ‘Bold Glamour’ filter.
Earned media also helped deliver an increase in brand consideration and purchase intent in the UK and US.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Daniel | Fisher | Global Executive Creative Director (Unilever) & Special Projects | Ogilvy |
| Liam | Bushby | Global Creative Director | Ogilvy |
| Alison | Steven | Global Creative Director | Ogilvy |
| Ian | Brassett | Senior Creative | Ogilvy |
| Dave | Anderson | Senior Creative | Ogilvy |
| Lindsey | Gonnella | Chief Strategy Officer, One Unilever | Ogilvy |
| Jo | Bacon | Global Client Lead | Ogilvy |
| Doug | Le Patourel | Global Managing Partner | Ogilvy |
| Carmen | Vicente Soto | Global Account Director | Ogilvy |
| Grace | Boyle | Global Account Manager | Ogilvy |
| Jay | Perez | Creative Project Manager | Ogilvy |
| Chloe | Jahanshahi | Senior Art Producer | Ogilvy |
| Megan | Sturgess | Senior Producer | Ogilvy |
| Rahul | Titus | Global Social and Influence Lead | Ogilvy |
| Pia | Smith Boquien | Senior Programme Director | Ogilvy |
| Andrea | Maylor | Global Influence Business Director | Ogilvy |
| Poppy | Richards | Influence Director | Ogilvy |
| Miriam | Martinez | Influence Manager | Ogilvy |
| Samia | Ahmed | Influence Executive | Ogilvy |
| Nayria | Kodazian | Influence Strategy Associate Director | Ogilvy |
| Ansley | Williams | Head of Influencer, North America | Ogilvy |
| Lara | Olson | Influencer Senior Strategist | Ogilvy |
| Surbhi | Gandhi | Influencer Strategist | Ogilvy |
| Jaclyn | Modena | Influencer Senior Strategist | Ogilvy |
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Company
GOLIN
Client
ASICS
Summary
Our challenge was to shift the exercise conversation to focus on the mind for the benefit of public mental health.
To create visibility for mental exercise transformations, ASICS hijacked the before and after photos format to create the seemingly least impressive ‘dramatic transformation’ images. Photographer Sophie Harris-Taylor captured celebrities and athletes across Europe before and after 15 minutes and nine seconds of movement. Although the images appeared the same at first glance, there are small differences that nod to the mental uplift – a slight smile, straighter posture, a gleam in the eye.
• +2500% Increase in conversations around the benefits of mental health and exercise, 91% of which related to ASICS.
• 68% Our earned media posts expressed public anger towards traditional before-and-after photos and called for change in exercise culture.
• 543M 250+ pieces of organic coverage, 543M reach. Across 20 markets, including key Tier 1 EMEA titles and broadcast, Daily Mail, Sky News, Stylist, Metro, Grazia, Elle.
• +1000 people shared their ‘mental health’ before and after pictures on social. Transforming the #dramatictransformation hashtag to show more body positive images.
• +14% increase in share of mental health coverage vs core competitors -that significantly outspend us.
• 57% Campaign activity correlated to a 57% increase in Google search interest.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Alex | Wood | Executive Director | Golin |
| Elliot | Riordan | Associate Creative Director | Golin |
| Alicia | Mellish | Executive Director | Golin |
| Hannah | Giles | Senior Manager | Golin |
| Amy | Patton | Consumer Associate | Golin |
| Vicky | Plato | Account Manager | Golin |
| Rory | Cramsie | Senior Publicist | Golin |
| Jessie | May Brooks | Influencer Lead | Golin |
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Company
Rethink
Client
Kraft Heinz Philadelphia Cream Cheese
Summary
When Nike announced the Montreal Bagel Dunk Lows, Philly saw an opportunity to hijack the shoe giant’s most anticipated launch of the year. Going from concept to launch in 48 hours, Schmear Socks became the must-have accessory for hype-hungry sneakerheads, proving that no bagel is complete without Philly, even if that bagel is a shoe.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Aaron | Starkman | Chief Creative Officer | Rethink |
| Mike | Dubrick | Chief Creative Officer | Rethink |
| Sean | McDonald | Chief Strategy Officer | Rethink |
| Xavier | Blais | Executive Creative Director | Rethink |
| Tanvi | Swar | Strategist | Rethink |
| Sarah | Phillips | Strategist | Rethink |
| Tevis | Spence | Strategist | Rethink |
| Michelle | Budge | Art Director | Rethink |
| Jackson | Byrne | Writer | Rethink |
| Jeremie | Lachance | Writer | Rethink |
| Marie-Hélène | Lessard | Writer | Rethink |
| Kate | Spencer | Producer | Rethink |
| April | Haffenden | Producer | Rethink |
| Jamie | Sutherland | Group Account Director | Rethink |
| Joanna | Oszczak | Account Director | Rethink |
| Catherine | Blouin-Mainville | Account Director | Rethink |
| Monica | Ha | Account Manager | Rethink |
| Sean | Citrigno | Managing Director | Middle Child |
| Gillian | DiCesare | Vice President | Middle Child |
| Emily | Kett | Account Director | Middle Child |
| Rebecca | Fuller | Associate Account Director | Middle Child |
| Bea | Ticsay | Senior Account Manager, Digital | Middle Child |
| Chandler | Nowak | Senior Account Manager | Middle Child |
| Stéphania | Masoabo | Account Manager | Middle Child |
| Patricia | Gonzalez | Senior Account Executive | Middle Child |
| Charlotte | Hefner | Senior Account Executive | Middle Child |
| Sabeeyha | Bobat | Account Executive | Middle Child |
| Missy | Maher | EVP, Head of Integrated Communications | Zeno Group |
| Jamie | Dammrich | Senior Vice President | Zeno Group |
| Courtney | Pischke | Senior Vice President, Media Strategy | Zeno Group |
| Alysa | Winkler | Vice President | Zeno Group |
| Bethany | Stokoski | Account Supervisor | Zeno Group |
| Veronica | Smith | Senior Account Executive, Media Relations | Zeno Group |
| Morgan | Miller | Senior Account Executive | Zeno Group |
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Company
Hello Social
Client
Paramount Pictures
Summary
Our brief was to create a salient and disruptive and salient PR stunt to generate social media reach and engagement at scale, whilst setting SMILE apart from other competitor horror films.. The key markers of success were total social impressions, quality metrics (such as engagements, shares and minutes consumed) as well as box office performance.
Our mob of 'SMILERS' descended on Sydney CBD, putting punters in the shoes of the film's protagonist Rose who is haunted by smiling strangers wherever she turns. Paired with real-time social activity, creator partnerships and fast turn-around social content, the disruptive stunt went viral on tiktok and Instagram in the week leading up to the film's premiere. It amassed a total of 2.6 million views (up 99% on forecast) across both social platforms, garnering 82,601 likes and comments plus 90.5% positive sentiment. Content from the stunt was watched on social for a total of 4,253 hours which was up 254% on our forecast.
The stunt gained media coverage around the globe and was heralded by social media users as 'the best movie marketing since The Blair Witch Project'. In terms of box office performance, SMILE was Australia's highest grossing horror film of the year. Globally, it took pole position as the #1 movie in the world at the time.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Alice | Tran | SENIOR MEDIA & DIGITAL MANAGER | Paramount Pictures Australia |
| Hannah | Brown | SENIOR NATIONAL PUBLICITY MANAGER | Paramount Pictures Australia |
| Madeline | Georgiadis | NATIONAL PUBLICITY MANAGER | Paramount Pictures Australia |
| Terryn | Wood | DIGITAL MARKETING EXECUTIVE | Paramount Pictures Australia |
| John | Macmahon | MEDIA MANAGER | Paramount Pictures Australia |
| Sam | Kelly | PARTNER & MANAGING DIRECTOR | Hello Social |
| Ben | Stavert | DIRECTOR OF CONTENT | Hello Social |
| Melissa | Leverett | HEAD OF TALENT AND PR | Hello Social |
| Matt | Pearce | STRATEGY DIRECTOR | Hello Social |
| Joanna | Allen | PROJECT DIRECTOR | Hello Social |
| Hannah | Steele | SENIOR PERFORMANCE MANAGER | Hello Social |
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5
PR: Sponsorship or Brand Partnership
Company
Allison
Client
AB InBev – Budweiser
Summary
Budweiser as a brand has always been synonymous with the World Cup - having been an official sponsor since 1986. And beer has always been synonymous with the fan experience and celebrations surrounding the game even longer. Much to our surprise, two days before the Cup kick-off, beer was banned from being sold to fans in- and around the stadiums in Qatar.
With that, Budweiser was left with a warehouse full of beer that could not be sold. And a global marketing and experiential plan, four years in the making, completely turned on its head.
We couldn’t let this opportunity go to waste. So we flipped the script and announced that we'd give away all of the would-be World Cup beer to whichever country won the Cup. It wasn't just about re-mobilizing a behemoth plan and global organization. But also about galvanizing fans around a new movement called #BringHomeTheBud
The internet and news media went into a frenzy as the word spread that beer was going to be banned at the World Cup in Qatar. With a simple tweet acknowledging the “awkwardness” of the situation, we made our first move. Shortly after, we followed up to announce that we were giving away all of the World Cup Budweisers to the winning country.
After media picked up our retort, we doubled down by telling the world that all of the World Cup beer would go to the winning country.
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Company
Cartwheel and Co. Marketing
Client
NBCUniversal Media
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Company
Ready10
Client
KIND Snacks
Summary
How do you establish yourself as a new official sponsor of the England team in a World Cup year when fellow partners are outspending you 100/1?
How do you gain share of voice against a backdrop of official restrictions and guidelines, when non-partners can show up when and how they choose?
How do you make sure you create an ownable, distinctive campaign which connects the fans to the players and provides a genuine source of motivation for the team when they couldn’t be farther from the support of home?
Much like the lionesses, rather than emit a meek meow for KIND’s Women’s World Cup campaign, we decided to ROAR, with a series of activations which dominated earned media headlines, captured the hearts (and wallets) of consumers, and almost (*sob*) helped our women bring it home.
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Company
Tin Man
Client
Cadbury Fingers
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Company
Hope&Glory
Client
IKEA and Shelter
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7
PR: Storytelling
Company
Lottie London/Brand Agency London/Manifest
Summary
For the Lottie London #BloodforBeauty campaign we wanted to raise awareness for the social cause of the global shortage of blood donations, especially from individuals aged 18-24 (of which 85% do not currently donate), we saw an opportunity to encourage and inspire our young community to take part in this initiative and spark positive change. With the #BloodforBeauty campaign we were able to stand behind a vital cause, raise awareness, and educate the Lottie London community. From the huge success of the #BloodforBeauty campaign we saw great business and marketing results for our collaboration collection with The Vampire Diaries. Through earned media coverage since the brand's launch in 2007, the was the highest coverage generator ever, receiving the most buzz and engagement from press supporting and covering the campaign. In total we received 600 million earned reach across the US and UK for the Blood for Beauty campaign and Lottie London x The Vampire Diaries Love Sucks collection. Which generate sales for our Walmart end cap, Walmart.com and DTC site where the collection sold out on the DTC site, lottielondon.com in less than 60 days, and across Walmart.com and Walmart USA stores nationwide (900 stores). Commercially this was the best performing campaign with the fasted sell-through time period since the brand’s launch. We saw increased engagement across our social media channels where we saw incredible social sentiment from our community across social media and delivered across TikTok and Instagram with an increased engagement rate of +126%, increased reach +77.85%, increased impressions +169.97, increased comments +220%, increased saves +67.15% and increased likes +41.39%. For this campaign we saw the highest social sentiment and increase in comparison to previous campaigns since the brand’s launch.
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Company
Ogilvy UK
Client
Bombay Sapphire
Summary
Over the past 30 years, Bombay Sapphire has encouraged the world to see there is creativity everywhere and in everyone, through their brand platform, ‘Stir Creativity.’ During Covid – remember that? – we opened an art supermarket at The Design Museum to support artists by hacking the law and selling specially designed ‘essential goods”. Now, coming out the other side, and with two-thirds of us suffering from ‘cave syndrome’ - actively not willing to resume normal life - we needed to stir the creativity in all of us. ‘Saw This, Made This’ was informed by some of the world’s best creatives who told us they found inspiration around them and often made their first creative endeavour as a result. One such creative, the iconic Baz Luhrmann who started conjuring ideas while gazing out of the window of his parent’s garage in rural New South Wales, would lead the charge. He launched our campaign with a beautiful film he narrated, inviting people to see “The World is a Gallery” – to discover creative inspiration that exists all around them, and make something inspired by it. With thousands of entries from around the world, we engaged an AI robot artist to create additional work inspired by these global creations – with a live event featuring AI:Da, Baz and all our global creations. This campaign wasn’t about getting coverage – but yeah, we got loads of that.
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Company
The Pharm
Client
No7 Beauty Company
Summary
No7 Future Renew dominated headlines and influencer channels from April 2023, breaking records to become the biggest launch in No7’s 88-year history and the beauty brand’s fastest selling product range since records began. The pre-launch press coverage built such anticipation that one product sold every two seconds on the day of launch, and demand was so high the Boots website temporarily crashed. Through a bold PR-led strategy focused on in-depth science storytelling, the launch delivered 204 pieces of earned media and 1,041 pieces of social coverage, featuring in every national newspaper and making a beauty product launch front page news.
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Company
SHIFT Communications
Client
McDonald's of New England
Summary
The restaurant industry was among the hardest hit during the peak of the pandemic, but it bounced back in a huge way — especially Quick-Service Restaurants (QSRs), whose sales had increased by an average of 5.75 percent in Q2 2023 vs. Q2 2022, according to earnings reports for 43 major restaurant chains.
However, much like the rest of the world coming out of the pandemic, restaurants were facing a labor shortage. In 2022, more than half of restaurant operators said recruiting and retaining employees was the top challenge facing their businesses (according to the National Restaurant Association). This held true for McDonald’s of New England owner-operators, who were struggling to attract new workers during this critical time for the business.
With everyone else hiring, too, McDonald’s needed to break through the noise to showcase its special work culture, which stems from its owner-operator business model, and position itself as an employer of choice. And it did, with a human-interest storytelling approach and an out-of-the-box channel strategy driven on insights and creativity.
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Company
FleishmanHillard
Client
Gatorade
Summary
Following Serena Williams’ announcement to evolve away from tennis, Gatorade, one of her longest standing brand partners, set out to celebrate her immeasurable impact that transcended global sport. The brand developed a hero film – “Love Means Everything” – celebrating the barriers broken, communities inspired and movement she created, all told by one of her closest friends, Beyoncé.
In a crowded news cycle with several other global brand partners also set to honor Serena, the PR task was not as easy as it seemed, the most important part of the assignment was timing. By choosing to launch during the VMAs – the Sunday before Serena’s first match in Queens and as Bey’s latest album sat on top of the charts – the communications team was able to successfully amplify the film through leveraging the unrivaled power of two cultural icons during a historic moment in tennis, ensuring Gatorade was the first brand on consumer minds.
The film transcended the news cycle and was picked up across entertainment, sport, culture, lifestyle and general news. On social, voices and celebrities from across the sports landscape joined in on Gatorade’s celebration while permeating nearly every major entertainment and culture publication online, resulting in a resounding media moment with Gatorade mentioned at the front and center.
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Company
Axicom PR
Client
OnePlus
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Company
The Romans
Client
Dove
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6
PR: Travel, Leisure and Sport
Company
Hope&Glory
Client
adidas and #Merky
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Company
Mischief PR
Client
Avanti
Summary
Amidst a backdrop of industrial action, in early 2023 there was little positive sentiment towards train operators or train drivers. Social commentators and parts of the media had drivers firmly in their sights, angling to position them as public enemy #1.
Regardless, recruitment must go on. Drivers move, change jobs or retire so maintaining a steady flow of recruits is an essential operational function.
Avanti West Coast also still had a long way to go in reaching its ambition of 50% of train driver applicants being female by 2030. While Avanti West Coast already led the pack with a 13% female workforce (vs industry average 6%), it needed to accelerate its female recruitment drive, fast.
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Company
The Romans
Client
Wiggle x Adidas
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Company
Bursty Company
Client
PUMA
Summary
The FIFA 2023 Women’s World Cup was tipped to be ‘the biggest’ female sporting event in history. An opportunity to celebrate the best players in the world whilst paying homage to those who paved the way before them.
Despite strong representation via a roster of globally renown female footballers, PUMA was not an official partner of the tournament or the Australian or New Zealand national teams. So, how could PUMA capture the hearts and minds of the nation and come away as the cultural winners in the eyes of the public?
The idea: PUMA to partner with the first ever nationally representative players from the Australian & New Zealand 1975 Asian Cup tournament, the 1975’ers, the ‘OG’s.
PUMA may have been prohibited from talking about the present, so instead decided to take ownership of the history. The OG’s, despite their trailblazing 1975 Asian cup efforts, had gone unrecognised by the local governing bodies, with their story yet to be told. The campaign brought both teams together, recognising their contribution and establishing their legacy. Treated like modern day footballers, they starred in a multi-channel marketing campaign. No longer ‘old ladies’, they were football stars.
The OG’s became the most talked about campaign of the World Cup. Generating an earned media reach over 98M (457 individual pieces coverage), the OG’s featured within primetime news slots, radio shows, print and digital editorial features and social. The earned media coverage was +64% higher vs competitors with organic social campaign views +56% higher.
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Company
Skyscanner
Summary
Skyscanner launched the Savings Generator this year to help travellers save on their 2023 trips. Skyscanner has always been passionate about helping travellers find cheap flights and, these days, value for money has never been more important. Skyscanner’s Savings Generator ensures travellers can get away for a much-needed, affordable break this year.
To date the Savings Generator has launched across 11 markets with over 140k travellers benefiting from the travel hacks. We’ve seen +578 items of global coverage, with a reach of +115.3 million. 81% of coverage is considered exclusive or significant, 70% of coverage contains Skyscanner key messages (smashing the industry benchmark of 10%), 36% of coverage contains a backlink and 39% of coverage contained a Skyscanner spokesperson (industry average of 10%).
We secured highlight coverage across top tier titles including GQ Italia, BILD, Libelle, CNN, The National, and Frommer’s rated Skyscanner no.1 for airfare search with a nod to the Savings Generator as part of the coverage!
UK media especially loved the tool, resulting in dedicated coverage across A-list titles including The Sun, Which? and Yahoo! Lifestyle, and across top tier broadcast titles.
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Company
Fanclub
Client
Emma
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