Results 2015

Campaign Categories: Techniques

Campaign Categories: Techniques

#therewillbehaters

iris

Client: adidas global

iris created a content platform that cut through the ‘seen before’ football advertising and got everybody talking, on every channel. Taking adidas from supplier of kit, to supplier of swagger

We took on the social media trolls and converted them to our cause

By being divisive and engaging the audience the campaign had the ...

Hawking Talking

Taylor Herring

Client: Paddy Power

Irish bookmaker Paddy Power required a creative strategy that would drive mass awareness and engagement with the brand to promote betting in the run up to the World Cup.

The brief required a content driven approach that would resonate with their core target audience of 18-35 year old sports fans.

Our creative challenge was to cut through the ...

Farage Swings For Europe

Mischief PR / Paddy Power

Campaign Categories: Techniques

Launch Fortitude on Sky Atlantic with a Polar Bear

Taylor Herring

Client: Sky

Fortitude is a British psychological TV drama set in the Arctic and starring Stanley Tucci, Michael Gambon, Christopher Eccleston and Sofie Grabol.

The series was scheduled to launch in the UK at the end of January 2015 and our brief was to create a disruptive media event that would raise awareness of the series and attract viewers.

F...

The 'Real' Apple Store

Tin Man

Client: Borough Market

How to turn traditional Apple Day celebrations at Borough Market into a ‘PR moment’ that would increase footfall, position the Market as modern and relevant to a young London crowd and bring to life its 1000th birthday? By creating the first ever ‘Real’ Apple Store, that's how. This event reinforces that well exe...

1,000 Kisses Light Up Borough Market

Tin Man / Borough Market

Farage Swings For Europe

Mischief PR / Paddy Power

The Paddington Trail

PREMIER

Client: STUDIOCANAL

Ahead of his big screen debut, STUDIOCANAL was looking for a way to reintroduce Paddington to the family audience, creating engagement and interaction with the new bear whilst tapping into the deep affection and heritage of London’s favorite adopted citizen. Premier’s response was to create The Paddington Trail...

Deluxe Limited Edition Restaurant

Gabrielle Shaw

Client: Lidl

In 2014, Gabrielle Shaw Communications was appointed by the German global discount supermarket chain, Lidl, to develop a PR strategy to challenge misconceptions about Lidl food quality and price, and about Lidl itself.  Its high quality food was a best-kept secret amongst Lidl loyalists. Our role was to introduce their low-cost...

The 'Real' Apple Store

Tin Man / Borough Market

Bushmills Live

Smarts Communicate / Bushmills Irish Whiskey

Campaign Categories: Techniques

#ThePussycatRiot

Cow

Client: Hide My Ass!

Imagine a world without any funny internet cat content or moggie memes. That means no Grumpy cat, no Keyboard Cat, no cat breading. Nothing. What would the internet do?! 

But this dystopian vision is a reality for some. In countries such as China and North Korea, where citizens are at the mercy of internet censors...

Dan!

Client: Diabetes UK

We used an Alan Partridge clip to create a funny and impactful social media campaign to persuade Health Minister Dan Poulter to stop unfairly fining people with diabetes. The campaign was supported by celebrities and people with diabetes and led to a change in the rules within hours of being launched. This has had a huge positive effect on the live...

Mission 31 powered by Lumia

Cohn & Wolfe / Microsoft Lumia, formerly Nokia

#FollowTheFairies

Unity

Client: Marks & Spencer

With #FollowTheFairies we created intrigue with unbranded acts of kindness, generating earned media buzz prior to the launch of the M&S Christmas TVC, giving it more power post-launch.

Travelling the country we used Twitter to listen and respond to people in need of joy, creating bespoke digital and real-world experiences and a m...

Swing The Vote

Unity

Client: vInspired

The aim of Swing The Vote was simple – empower young people to realise their vote could determine who works at Number Ten. But this audience can’t be reached via ‘traditional’ media, so the tactics deployed all of a sudden became less simple. We went directly to where young people hang out – both offline and online...

Lunar Mission One

Pagefield / Lunar Missions Ltd.

100 LIVES

Edelman / 100 LIVES

Hepatitis: Think Again

Ketchum / World Hepatitis Alliance & World Health Organisation

Campaign Categories: Techniques

Making Sense of Sugar

Fishburn

Client: AB Sugar

We believe sugar can be part of a healthy balanced diet, and science currently supports this.  There is a global obesity crisis, but consumption of ‘total sugars’ per head has decreased over the last decade in the UK.  There’s no single cause of obesity.

The trouble is, you wouldn’t know this from th...

The 'Real' Apple Store

Tin Man

Client: Borough Market

How to turn traditional Apple Day celebrations at Borough Market into a ‘PR moment’ that would increase footfall, position the Market as modern and relevant to a young London crowd and bring to life its 1000th birthday? By creating the first ever ‘Real’ Apple Store, that's how. This campaign reinforces that robus...

Let's Talk

Shine Communications / Lil-Lets

Colour Britain

Mischief PR / Dulux

The Sweetest Mistake - Bathroomsweets.com

Dynamo

Client: Bathrooms.com

Bathrooms.com came to Dynamo with a small budget and a business problem. Years of questionable activity had resulted in the firm being de-indexed on Google. An update from Google had caused the website to disappear when 'bathrooms’ was typed into the search engine. This had caused traffic to the site to dwindle, reduced orders and hur...

#SmearForSmear

Shine Communications

Client: Jo's Cervical Cancer Trust

A surefire way to create social buzz and engagement is to recruit high profile celebrity ambassadors but how do you do that when your budget is tiny? Shine not only created an enviable list of influencers to share content on social media but, in partnership with Jo’s Cervical Cancer Trust, they created a social media phenomenon. ...

The 'Real' Apple Store

Tin Man / Borough Market

All In Kitchen

W / PokerStars

Destruction of Syrian Chemicals

Client: Veolia

JOB DONE: Veolia completes destruction of Syrian Chemicals for British Government.

In 2013 over 1000 Syrian civilians were killed by the indiscriminate use of chemical weapons (CW). With international shock and condemnation rife at this horrific use of chemistry, news broke that the chemicals were bound for Britain… for destructi...

Samaritans' Media Guidance - Robin Williams' Suicide

Samaritans

Client: Samaritans

Samaritans has worked closely with the media for over two decades, providing expert advice on how to safely portray suicide and self-harm.  This extensive ‘behind the scenes’ work supports the charity’s vision of fewer deaths by suicide, as significant worldwide research demonstrates strong links between media portray...

Where Is Your Line?

Red Consultancy / Allergan

Happy BirthDay

SunLife

Client: SunLife

It was one of the most demanding, challenging times for SunLife staff in the company’s 200 year history: a complete relaunch, going from offering one product to one audience… to launching eight new products in a year, to multiple audiences, in new media. With a new brand.

So we developed our most comprehensive employ...

Let's mobilise BT for BT Mobile

BT

Client: BT

“For our people, this needs to feel as big as the launch of BT Sport.”

That was the challenge set out by BT Consumer CEO John Petter.

As BT prepared to re-enter the Consumer mobile market with the launch of BT Mobile – a SIM-only, “bring your own phone” offering, the stakes were high. We had to create...

One Fifty for All

/ John Lewis

Campaign Categories: Sectors

KRISPY KREME: DOUBLE HUNDRED DOZEN

The Academy

Client: Krispy Kreme

Krispy Kreme is a US brand famed for its Double Dozen doughnuts. Having launched in the UK in 2003, the brand had already established itself as an office treat, but never had the infrastructure to deliver big, corporate orders without compromising on product quality. This changed in September 2014 as the business figured out a productio...

Bushmills Live

Smarts Communicate

Client: Bushmills Irish Whiskey

Irish Whiskey is one of the fastest growing drinks categories in the world; competition between brands for young, new consumers – who are fuelling the growth - is intense.

So, Bushmills Irish Whiskey – a challenger brand with small budgets and big hopes – faced an issue: how to take its whiskey, handcrafted for cent...

#FollowTheFairies

Unity

Client: Marks & Spencer

With #FollowTheFairies we created intrigue with unbranded acts of kindness, generating earned media buzz prior to the launch of the M&S Christmas TVC, giving it more power post-launch.

Travelling the country we used Twitter to listen and respond to people in need of joy, creating bespoke digital and real-world experiences and a m...

The 'Real' Apple Store

Tin Man

Client: Borough Market

How to turn traditional Apple Day celebrations at Borough Market into a ‘PR moment’ that would increase footfall, position the Market as modern and relevant to a young London crowd and bring to life its 1000th birthday? By creating the first ever ‘Real’ Apple Store, that's how. This campaign reinforces that robus...

MINI Frontiers

iris

Client: MINI

iris took a design partnership, created as part of the launch strategy for MINI’s new 3-Door Hatch, and developed a multi-channel PR campaign that directly led to sales. By being smart, creative and relentless, iris cut-through a packed media agenda to make MINI the most talked about brand at the world’s biggest design f...

Virgin Trains' Traindeer

Hope&Glory

Client: Virgin Trains

By taking a radically different approach to what constitutes a response to a social media “content” brief – and activating a huge customer base to talk positively about Virgin Trains to its social media followers – we delivered the brand’s most successful ever campaign across digital channels.

We created a train tha...

#GreatWeekend

Atomic PR / Budget Car Rental

Discover More 2014

Lexis / Harley-Davidson

Welcome to VW Hotel California by Frank PR

Frank PR / VW Commercial Vehicles

The Airbnb “Floating House”

Hope&Glory

Client: Airbnb

Hope&Glory and TBWALondon were set a brief to come up with an integrated campaign.

The shared commercial aim: bring 10,000 people to Airbnb.com who had never been to the site before. In other words, driving potential booking customers.

The editorial brand aim: deliver the message that deregulation in London has made it easier to l...

#FirstSNOG

John Doe

Client: SNOG Frozen Yoghurt

A vibrant campaign to create brand awareness for SNOG Frozen Yogurt, using the key drivers of celebrity, charity support and both traditional media and social to spread a message of support. The activity demonstrated John Does’s capabilities and its contact book and showed how a simple message of support could be delivered in a releva...

Shed Of The Year

Mischief PR / Cuprinol

All In Kitchen

W / PokerStars

Dan!

Client: Diabetes UK

We used an Alan Partridge clip to create a funny and impactful online campaign to persuade Health Minister Dan Poulter to stop unfairly fining people with diabetes. The campaign was supported by celebrities and people with diabetes and led to a change in the rules within hours of being launched. This has had a huge positive effect on the lives of t...

Fair Deal for Your Local campaign

Client: Fair Deal for Your Local

The Fair Deal for Your Local campaign set out to persuade the Government/MPs to introduce legislation for a statutory code of practice to tackle the unfair business model of large ‘pubcos’. These pubcos lease pubs out to tenants and oblige them to buy beer and other products and services through them at inflated prices.&n...

Standardised Packaging of Tobacco Products

/ Action on Smoking & Health and Cancer Research UK

Campaign Categories: Sectors

Hands, Sands and Wristbands

Hope&Glory

Client: Barclaycard

We generated over 350 pieces of coverage across news and lifestyle media for the normally rather dry topic of payments. It was on message. It reached the right audiences.

But more importantly, over the course of our campaign, we drove an increase in contactless usage for Barclaycard. Overall we increased share of payments on the TfL netw...

MoneySuperMarket's #EpicStrut

Lansons

Client: MoneySuperMarket

The price comparison website sector is ferociously competitive. In 2014, the four biggest price competitors spent over
£110M on advertising. Consequently, the stakes are high and cut-through is crucial.

On January 17th MoneySuperMarket launched its new TV ad, reflecting its brand proposition “Sav...

Return of the Green Cross Code Man

Cow / MORE TH>N Insurance

TACKLING THE GREAT BRITISH MONEY TABOO

Headland / Legal & General

The Look To Die For? Unity and Liverpool City Council

Unity

Client: Liverpool City Council

Despite legislation making it illegal for under 18s to use the sunbeds, young girls in Liverpool are more likely to use them than girls elsewhere in the UK due to the ‘Liverpool Look’. The Look To Die For? campaign aimed to get them to step off the sunbeds, whilst sparking a wider, national conversation around sunbed li...

The Facts About Fasting During Ramadan

GCI Health / Merck Sharp & Dohme

everreach: THE BIG CALL

The Academy

Client: everreach

Telefónica Digital launched the everreach virtual phone service in 2013 with the intention of helping small business owners who run their companies through mobile phones look (with the help of a virtual landline number) and sound (with the help of a virtual receptionist) like a big business.

Knowing that every small business owner has a b...

KRISPY KREME: DOUBLE HUNDRED DOZEN

The Academy

Client: Krispy Kreme

Krispy Kreme is a US brand famed for its Double Dozen doughnuts. Having launched in the UK in 2003, the brand had already established itself as an office treat, but never had the infrastructure to deliver big, corporate orders without compromising on product quality. This changed in September 2014 as the business figured out a productio...

O2 Digital Makeovers

Hope&Glory / O2

Serving the UK

Blue Rubicon, Portland, Red Consultancy, Aiken PR

Client: McDonald's UK

2014 marked McDonald’s 40th anniversary in the UK, presenting a unique opportunity to drive reappraisal amongst opinion formers, political policy makers and local councillors. We used this milestone as a platform to help influencers better understand McDonald’s economic contribution to the UK, while mitigating against potent...

Backing Soft Skills

Blue Rubicon, Portland

Client: McDonald's UK

Over the last decade McDonald’s has campaigned relentlessly to debunk snobbery around ’McJobs’, but with 12 months to go until the election it was facing criticism around zero-hours contracts and pay. We needed a neutral campaign platform to deliver positive proof points to mitigate against attack and improve McDonald’s ...

Dan!

Client: Diabetes UK

We used an Alan Partridge clip to create a funny and impactful online campaign to persuade Health Minister Dan Poulter to stop unfairly fining people with diabetes. The campaign was supported by celebrities and people with diabetes and led to a change in the rules within hours of being launched. This has had a huge positive effect on the lives of t...

Dogs Trust Owning the Issue of Compulsory Microchipping

Dogs Trust

Dogs Trust’s aim was to create an integrated media campaign which reinforced the importance of microchipping both from a governmental viewpoint, but also appealed to the wider pet owning public. We wanted to increase the number of people aware of compulsory microchipping and intrinsically link Dogs Trust to the dry issue of microchipping ...

CoppaFeel! ‘Check ‘Em Tuesday’

​iNHouse Communications​ and CoppaFeel!

Tower of London Remembers

/ Historic Royal Palaces

The Big Bang Experiments

Hope&Glory

Client: EngineeringUK

The “Big Bang Science & Engineering Experiments” helped drive over 2,200 pieces of coverage for the 2015 Big Bang UK Young Scientists and Engineers Fair.

Young people are a crucial audience for the Fair and editorially our campaign reached 90% of all UK under 18’s 23.5 times –the highest level achieved in the...

Now hear me: it’s my right to speak

Weber Shandwick

Client: NHS Education for Scotland

Language is at the heart of human existence. For people with communication difficulties – including cerebral palsy, learning disabilities, autism, stroke, dementia, or motor neurone disease – Augmentative and Alternative Communication (AAC) can have a huge impact. AAC ranges from low-tech books of letters and symbols...

I Will If You Will (IWIYW) - Sport England Campaign

Tangerine / Sport England & Bury Council

This Girl Can

Blue Rubicon / Sport England

Year of the Bus

/ Transport for London

#phonies

Hope&Glory

Client: HTC

We delivered over 50,000 social engagements with a campaign that featured HTC’s product front-andcentre
at the heart of the creative idea, delivered a key selling point and created a trend.

We drove 42 million impacts across social channels with an idea that cost £6,000. This become the most talked ab...

The 30th Anniversary of the UK’s first mobile call

Vodafone Group supported by Golden Goose PR

Vodafone Group devised a creative and emotionally engaging global media campaign to mark the 30th anniversary of the first call on Vodafone's network, in the UK, on 1 January 1985. 

The aim was to turn what could have been a dull corporate anniversary of passing interest to UK media only into a genuinely interesting global conve...

Bringing Moto Back

Weber Shandwick / Motorola Mobility

Back to 1994 with the PS4

Fever / PlayStation

Mission 31 powered by Lumia

Cohn & Wolfe / Microsoft Lumia, formerly Nokia

People & Agencies

Battenhall

Battenhall launched only two years ago, with a mission to create a new agency model for the social media age.

The vision from founder Drew Benvie was to turn the PR agency model upside down, with a progressive work culture that fosters a depth of social media knowledge at all levels, and an agency whose services would appeal to all c...

Dynamo

At Dynamo we talk about being inspired by our clients and their technology to do remarkable things every day and be the best we can.

What makes us different? We work our socks off. We listen to clients, customers, colleagues, journalists, bloggers and other external stakeholders and work with them to craft communications. Some of...

W

In 2014/2015, W's vision of challenging adland's supremacy in the boardroom truly came of age. With 46% growth, powered by a string of high-profile account wins – from Unilever and Google to L’Oréal and Levi's – the agency has consistently delivered on its philosophy of 'creative commerce', g...

3 Monkeys Communications

There are few independent consultancies that, 12 years after inception, can still claim to retain their mojo: growing, innovating and changing the landscape of earned media and blurring lines of communications.

In 2014, 3 Monkeys Communications enjoyed our best EVER year with stellar, trend-bucking growth and thinking.  ...
People & Agencies

GOLIN

2014 was a year of new beginnings for our 59 year old agency. Following the launch of our award-winning new
agency model in 2011, we reinvented ourselves again with a new name, a new ambition and a new MD. This resulted
in double-digit growth, new client relationships with Sainsbury’s, First Gre...

Lansons

Lansons is an independent communications consultancy, 100% owned by a third of its people. Our consultants are experts in media, investor, political, regulatory, employee, digital and international communications, delivering exceptional advice and the best creative ideas, based on decades of experience and unriv...

THE ACADEMY

We believe there are hundreds of reasons why The Academy is PRWeek’s New Consultancy of the Year. Here are just 10:
 
Because we have set the highest possible standards from day one irrespective of being a start-up.
 
Because we have been true to The Academy name through a culture of learning and development.
 
Because we...

Tin Man

Tin Man - born in a pub with two MDs, two babies, two diet cokes and the seed of a great story - has already turned heads. 17 months in and we’ve delivered £378k of fee income in year one, an impressive profit (20%), 25 award shortlists (including winner of Best New Agency) and headline-making, attitude-changing camp...
People & Agencies

Battenhall

Battenhall launched only three years ago, with a mission to create a new agency model for the social media age and usher in a new kind of communications based on innovation and digital. By specialising in social media, Battenhall has rapidly and successfully grown a PR business and brand name client base.

The vision from founder Drew Ben...

Dynamo

At Dynamo we talk about being inspired by our clients and their technology to do remarkable things every day and be the best we can.

What makes us different? We work our socks off. We listen to clients, customers, colleagues, journalists, bloggers and other external stakeholders and work with them to craft communications. Some of...

William Murray Communications

William Murray communications is the UK’s leading foodservice agency. We’re a 22-strong, independent, integrated communications agency that specialises in food, drink and hospitality.

 

A PR Week Top 150 agency, we work with some of the biggest names in the industry – brands including Unilever Food Solut...
People & Agencies

Catherine McCaskie

Macmillan Cancer Support

Catherine is Fundraising PR Manager for Macmillan Cancer Support. Catherine leads a team of 5 people to deliver the PR for Macmillan's fundraising activity, inlcuding the flagship fundraising event World's Biggest Coffee Morning, challenge events, legacies and a number of other projects. She has achieved outstanding results in 2...

Charlotte Belle Tobin

Belle PR

My name is Charlotte Belle Tobin; I am 27 years old and launched my PR agency, Belle PR in January 2015 after two years as Senior PR Director at lifestyle PR agency EdenCancan.

Over the past six years, I have worked my way from intern to businesswoman becoming the Senior PR Director and Brand Consultant for some of the world’s most...

Laura Starr

GCI Health

Christopher Onderstall

FleishmanHillard

Gold Awards

Gold Awards

Dan!

Client: Diabetes UK

We used an Alan Partridge clip to create a funny and impactful online campaign to persuade Health Minister Dan Poulter to stop unfairly fining people with diabetes. The campaign was supported by celebrities and people with diabetes and led to a change in the rules within hours of being launched. This has had a huge positive effect on the lives of t...

Taylor Herring

Client: Sky

Fortitude is a British psychological TV drama set in the Arctic and starring Stanley Tucci, Michael Gambon, Christopher Eccleston and Sofie Grabol.

The series was scheduled to launch in the UK at the end of January 2015 and our brief was to create a disruptive media event that would raise awareness of the series and attract viewers.

F...
Gold Awards

GOLIN

2014 was a year of new beginnings for our 59 year old agency. Following the launch of our award-winning new
agency model in 2011, we reinvented ourselves again with a new name, a new ambition and a new MD. This resulted
in double-digit growth, new client relationships with Sainsbury’s, First Gre...

Transport for London

Public transport is just about getting from A to B, wouldn’t you say? For us, it’s about helping the 8.6m people who live in London and the hundreds of thousands who visit every day to get to work and enjoy everything that our wonderful city has to offer. It’s about the challenge of serving 30 million journeys each day. It...

News UK

In June 2014, News UK, the home of three of Britain’s most popular and respected newspapers, was hitting the headlines itself – yet again.  A former CEO of the company was on trial at the Old Bailey and the story was saturating broadcast and print media.

It was one of the world’s greatest reputation challenges ...

Sport England

Sport England

  • RT @AduroComm: Exciting! Our founder & MD Natalie will be judging some amazing entries @PRWeekAwards #PRWeekJudges #PRWeekAwards https://t.…

  • RT @petemarcus: Me right now... https://t.co/MNVJaYWGsF

  • RT @cirklepr: Our MD @allchuru confirmed as @PRWeekAwards judge - that'll do nicely

PRWeek 2015

Website Menu