The winners of the PRmoment Awards 2024

For a relatively unknown Scottish cycling brand Endura, W Communications boldly transformed trauma in the name of marketing new and complicated helmet technology. Featuring four real life brain injuries, authentic CAT scans and doctor’s neurological notes, our highly creative take on ‘graphic design’ captured media attention across 9 countries, opened new retailer conversations as far afield as Japan, and even inspired a professional Dutch cycling team, Jumbo Visma, to change its own helmet design for the season ahead. Medically credible from beginning to end, ‘Project Heid’ not only powered the brand’s most successful product launch in years but also created the most successful awareness campaign in five years for our partner, The Brain Charity.

The judges said: "Project Heid" brilliantly merges design innovation with critical health messaging, transforming how cycle helmet safety is perceived and discussed, thereby setting a new standard in the industry.”

To demonstrate the lack of internet connectivity in the most remote locations takes bravery. So, when 361 faced climbing a Welsh mountain in freezing -10 conditions – all in the name of PR – their reply was simply… ‘hand us the crampons’. This creative campaign scaled new heights (literally) for client OneWeb, launching its new flat panel receiver with proof how signals from space solve impossible internet connections. 361 was at the peak of its game; 105 pieces of international coverage led to demo requests from NATO and the Red Cross, plus new biz leads from F1, Airbus, and HBO Productions.

The judges said: “Wow. What a brave campaign. Your commitment to show the true value of this product is admirable.”

To start a new, less scary conversation about hearing loss and encourage people to get their hearing tested, Specsavers turned one of the most famously misheard songs into a hearing test you couldn’t ignore. Re-recording Rick Astley’s Never Gonna Give You Up with the wrong lyrics people have been mishearing for years – then releasing it by ‘Rick-Rolling’ the world with a tease and reveal launch which blew up social and earned; delivering a 66% increase in hearing test bookings.

The judges said: “Wonderfully funny, clever and fun with such an important message. I think this campaign was executed perfectly.”

Ask AI to portray 'healthy exercise' and you get images of people with minimal body fat, chiselled jaws, and muscles – some even with 12-pack abs. Unrealistic standards that AI has learnt from us. To combat this, ASICS partnered with AI expert, Omar Karim, to create the first AI training program, creating bespoke code and AI prompts to educate AI systems on the true power of exercise. The campaign generated over 200 pieces of coverage, from Sky News business and Richard Ayoade's discussion on iconic TV show ‘Have I Got News For You’, creating a national discussion on the health implications of AI and what healthy exercise really looks like.

The judges said: “This entry fused innovation and creativity, married it to two hot global topics, AI and body image, and developed a concept that inspired positive brand association with ASICs. It felt current, thoughtful and relevant.”

Our Reverse Make-Up Tutorial featured a happy and confident woman, who instead of showcasing make-up techniques, is slowly stripped of her make-up by an aggressive partner. Created for Avon to support the UN’s 16 Day of Activism against Gender-Based Violence, the hard-hitting content revealed the seriousness of verbal appearance-based abuse. By turning the popular make-up tutorial concept on its head in a way that was credible for Avon, we delivered masses of media coverage and social engagement - leading to a 28% increase in visits to sources of help.

The judges said: “Incredible, heartfelt campaign. All round very impressive, its ability to really engage people with a serious subject in a way that can truly connect with the message is evident in this campaign.”

Roland DG, a manufacturer of digital print machines, wanted to generate attention for its new range of commercial printers, TruVIS, and communicate the product benefits of TruVIS in an interesting way. And in a crowded, highly competitive market, Roland was looking to stand out by attempting a difficult trick: getting businesses and consumers to talk about a B2B product launch.

The judges said: “Outstanding creative thinking - I can only imagine how much fun this was to create. Fight or Flight’s commitment to challenging how B2B campaigns should be done really shines through.”

Our Reverse Make-Up Tutorial featured a happy and confident woman, who instead of showcasing make-up techniques, is slowly stripped of her make-up by an aggressive partner. Created for Avon to support the UN’s 16 Days of Activism against Gender-Based Violence, the hard-hitting content revealed the seriousness of verbal appearance-based abuse. By turning the popular make-up tutorial concept on its head in a way that was credible for Avon, we delivered masses of media coverage and social engagement - leading to a 28% increase in visits to sources of help.

The judges said: “A brilliantly executed, multi-market campaign, with very little spend against it. Tangible results that drove impact for real people.”

In its heyday, Page 3 was part of the fabric of British life. As result of the No More Page Three movement The Sun and Daily Star stopped publishing topless shots of young women for the male gaze. Yet for women who have experienced breast cancer or undergone mastectomies, body image can be a difficult thing to overcome. There were few images in public circulation of confident, happy, empowered women who’ve undergone a double mastectomy.

COW and sex-positive porn brand Erika Lust wanted to change that with a Page 3 image that made an empowering statement for women. What if we staged a topless shoot where there were no breasts to be seen at all? Danni Moore is a body positive influencer who had a double mastectomy following breast cancer treatment and her images were syndicated everywhere from BBC News, Mashable and the Daily Star and all over social media.

The judges said: “This is a shining example of creativity in the world of earned media.”

Creating roomsets in IKEA stores that depicted the real living conditions of those in temporary accommodation had a profound impact. There were 324 pieces of editorial coverage, the IKEA policy pages set up for the campaign received 11,300 visitors, there were over 3.5m impressions and over 32,000 engagements on LinkedIn alone. Post-campaign research found perceptions that IKEA is “committed to doing good” rose 20% and the proportion of people feeling IKEA is “a values-led business” increased 12%.

The judges said: “Really smart idea to make an impact. Bold to make people feel uncomfortable in the retail outlets.”

Utilising commissioned polling and independent research, iNHouse delivered a programme of campaign activity on behalf of the UK Spirits Alliance and Scotch Whisky Association. This generated earned media coverage and political engagement that convinced the government to freeze excise duty on alcohol in the 2023 autumn statement, saving UK businesses more than £100 million.

The judges said: “This was a very strategic campaign - multiple layers of activity to drive a core message and influence desired change. Incredible to impact policy!”

49% of British farmers expect to be out of business within the next 12 months. The cause? The behaviour of the ‘Big Six’ supermarkets and their suppliers – a lack of commitment, long payment terms and unnecessarily wasted produce – driving British farmers to the brink of extinction. Enough is enough – organic veg box company Riverford took action. Riverford’s #GetFairAboutFarming campaign led to over 112,000 signatures on a government petition, a response in the House of Lords, the backing of farmers, celebrities, MPs and industry bodies, and a Parliamentary debate on the issue on January 22nd 2024, along with unmissable media headlines.

The judges said, “An excellent example of community engagement, as Frank truly engaged with the community to find a real-world problem, and then worked with them to try and change it. This wasn't just focused on earned coverage, it was focused on the best way to create change in a struggling industry.”

To start a new, less scary conversation about hearing loss and encourage people to get their hearing tested, Specsavers turned one of the most famously misheard songs into a hearing test you couldn’t ignore. Re-recording Rick Astley’s Never Gonna Give You Up with the wrong lyrics people have been mishearing for years – then releasing it by ‘Rick-Rolling’ the world with a tease and reveal launch which blew up social and earned; delivering a 66% increase in hearing test bookings.

The judges said: “Creative, well executed campaign, with clever, authentic celebrity alignment and a clear outcome, well aligned to the objectives.”

Our campaign – in which missing people alerts were served within the Trainline app – delivered 368 pieces of national and regional media coverage. It reached 87% of the regular traveller core audience for the campaign 2.8 times. Research showed 71% of existing Trainline users felt more favourable towards the brand and traffic to the Trainline app doubled in the week after launch. However, we’re most proud that, in the time the campaign was live, three families were reunited thanks to our activity.

The judges said: “Purpose-led and creatively executed, this campaign succeeded in delivering tangible results for both the brand and, more importantly, for the families who were reunited as a result of it.”

To mark Bosch UK’s 125th anniversary, the Bosch UK comms team launched an internal project to reconnect the company’s 6,000 associates with its philanthropic roots and encourage them to perform 125 Acts of Kindness throughout the year, fostering a sense of community across regions and divisions. Launched and promoted through email campaigns, social media, and a dedicated online hub, the project showcased the numerous charitable endeavours of Bosch UK associates, including charity fundraising, mentoring, sports events, and volunteering. The project achieved significant online engagement and had a positive impact on employee engagement, strengthening the philanthropic values of Bosch UK.

The judges said: “Great to see such an amazing sense of community brought about by this campaign.”

For, Grow to Know, W Communications took on the institutionalised world of horticulture to force inclusion for people regardless of race, gender, age, or socioeconomic background. Thanks to royally disruptive research, we rocked the very ground beneath the establishment’s feet to such an extent that the UK Parliament took notice within 72 hours of our launch and King Charles’ ears were ringing IRL. Unveiled to the world as ‘The Green Gap’, our tiny show garden and subversive take on a renowned event was delivered on a budget of £0.

The judges said: “A truly outstanding initiative. To have engaged the King as well as Parliament in this initiative is outstanding. Well done.”

“Everybody's talking about the new Share The Load online tool” proclaimed the MailOnline on November 16th. It’s true. Who knew something as seemingly simple as a ‘chore calculator’ could get the nation’s tongues wagging, set social media alight, and send tens of thousands of Britons flocking to Starling’s website to try it out for themselves? Share The Load did all that and more; settling households’ ‘chore wars’ and helping solidify Starling’s status as a household name, staying true to the bank’s founding principle of fairness while generating over 500 new customer applications.

The judges said: “Congratulations on the campaign. So often I read entries that say "based on a real insight" but it is rare that I find myself really nodding along. Great insight, clear and considered campaign, undoubtedly well executed. Well done.”

How do you convince the nation that the miniature versions of their favourite Mars chocolates, adoringly known as 'Celebrations' aren't just for Christmas, but also great for sharing with friends, family (or even neighbours you’ve been trying to avoid for years and work colleagues you wouldn’t normally speak to) during a once-in-a-lifetime royal Coronation that every brand under the sun is trying to leverage as a calendar moment? Well, you sculpt a life-sized chocolate bust of King Charles III that puts the product front and centre, whilst also getting media outlets all over the world talking. In doing this, we helped Mars Wrigley launch its limited edition Celebrations 'Coronation' tubs with an activation that got a royal standing ovation – with everyone from Phil and Holly chatting chocolate on ITV This Morning, to Sky News' Kay Burley talking treats on breakfast news.

The judges said: “A hugely impressive campaign, particularly given that it was wholly earned, in a competitive space, where so much could have gone wrong. I particularly enjoyed reading the business results.”

Creating roomsets in IKEA stores that depicted the real living conditions of those in temporary accommodation had a profound impact. There were 324 pieces of editorial coverage, the IKEA policy pages set up for the campaign received 11,300 visitors, there were over 3.5m impressions and over 32,000 engagements on LinkedIn alone. Post-campaign research found perceptions that IKEA is “committed to doing good” rose 20% and the proportion of people feeling IKEA is “a values-led business” increased 12%.

The judges said: “Amazing campaign with heart and impact. A true collaboration that makes sense and is completely relevant for the times we live in.”

To start a new, less scary conversation about hearing loss and encourage people to get their hearing tested, Specsavers turned one of the most famously misheard songs into a hearing test you couldn’t ignore. Re-recording Rick Astley’s Never Gonna Give You Up with the wrong lyrics people have been mishearing for years – then releasing it by ‘Rick-Rolling’ the world with a tease and reveal launch which blew up social and earned; delivering a 66% increase in hearing test bookings.

The judges said: “This entry ticked all of the boxes for me. A culturally relevant campaign that packed an educational punch through audience understanding, super creativity, and impressive delivery with an earned first mentality. A campaign we are all jealous of and would have loved to work on!!!”

A decade ago, in an industry first, O2 began splitting mobile phone contracts, clearly showing how much a consumer was paying for their handset and their airtime (data, minutes, texts). This gave consumers greater clarity over their bills and protected them from overpaying for the phone once their deal came to an end. However, most operators continue to sell ‘bundled’ deals that combine these costs into one monthly price. The swindle arises at the end of a contract when customers are continually charged the same monthly amount despite having paid off the cost of the phone. Advocating for consumer rights, we developed a bold public campaign, calling on the industry to #StopTheSmartphoneSwindle. Deploying the collective creativity of our in-house team and agency partners to build a year-long campaign unveiling how much Brits are losing in overpayments, whilst lobbying other operators to ditch archaic, opaque and unfair billing practices. This heavy-hitting national change-making work led to outcomes we could only have dreamed of.

The judges said: “I love, love, love the idea behind this of sticking it to the competition in a way that builds positivity towards O2, as well as driving new customers.”

For, Grow to Know, W Communications took on the institutionalised world of horticulture to force inclusion for people regardless of race, gender, age, or socioeconomic background. Thanks to royally disruptive research, we rocked the very ground beneath the establishment’s feet to such an extent that the UK Parliament took notice within 72 hours of our launch and King Charles’ ears were ringing IRL. Unveiled to the world as ‘The Green Gap’ – our tiny show garden and subversive take on a renowned event was delivered on a budget of £0.

The judges said: “An enlightening campaign, demonstrating real tenacity. The campaign uses insightful - yet shocking - research, as a backbone to build a really clever story around the issues of the 'green gap'. It really does maximise different channels and engagement options to drive real results.”

Breast cancer is the most common type of cancer in the UK, with around 55,000 diagnoses in women made each year; however often overlooked are the near 400 cases of men diagnosed with the disease every year. COW account director James Richards was diagnosed with stage-three breast cancer in February 2023. Immediately after his diagnosis, James was shocked at the lack of tailored support and awareness around breast cancer in men. James decided to use his time during treatment, with COW’s support and investment, to do something about this. James created moobs – the UK’s first and only dedicated breast cancer organisation. Its mission is to raise awareness of the disease whilst challenging the language and iconography of how breast cancer is discussed both by charities and mainstream media.

The judges said: “Amazing use of a personal story to create, not only a new charity, but genuine interest in the issue and change behaviours.”

Tideway had completed building the London Super Sewer, which will intercept 95% of the untreated sewage that currently spills into the River Thames. In the face of a lot of bad press around the current pollution of the river, Tideway wanted to celebrate the Super Sewer’s future role in revitalising the river’s ecology and wildlife, and its ongoing environmental legacy projects. Our solution was to create the UK’s first underground botanical garden within the Super Sewer, filled with the very plant and animal life that will return to a revitalised River Thames.

The judges said: “Love this campaign, everything about it is classy and effective. And the results speak for themselves.”

Autocorrect failures perpetuate misidentification and exclusion, especially for those with diverse names. The national 'Autocorrected Pay Gap' campaign boldly exposes subconscious bias through real examples on billboards across the UK, emphasising: if your name autocorrects, your pay might too. This powerful statement from People Like Us demands government action to introduce mandatory ethnicity pay gap reporting. By amplifying this message, we strive for inclusivity and fairness, urging society to confront the impact of pay disparities on individuals' identities and economic opportunities. We wanted to challenge the status quo and foster a more equitable future.

The judges said, “A clever campaign, well executed and with a strong creative to help create change.”

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 andTransplant tasked us with recruiting blood donors from Black communities to satisfy demand for rare blood types that can help treat sickle cell disease (a genetic blood disorder) in England. More and more Black people donate blood every year, but the NHS still needed significant numbers of new Black donors. How could we help them?

The judges said: “Coverage is obviously good, but including figures that demonstrate the message not only resonated but drove change, is to be applauded.”

A campaign turned around in about eight working hours, we created IKEA UK’s most successful ever post. There were 49,900 engagements, it was saved over 3,000 times and it reached over 655,000 unique users on the platform. We delivered 60,000 posts across social channels reaching over 40 million unique users with over 5.7 million engagements. We prompted 1,000 pieces of editorial coverage reaching 900 million people with those editorial articles being shared over 2,000 times. Research discovered that 57% of our GenZ UK consumer audience saw the campaign and 87% said it improved their impression of the brand.

The judges said: “Really shows the power of reactive social and the importance of working at speed.”

Office of National Statistics (ONS) data revealed the shocking fact that three out of four suicides in the UK are men. So we were tasked by men’s health charity, Movember, to raise awareness around men’s mental wellbeing on World Suicide Prevention Day (10th September) as part of a wider integrated marketing campaign. They wanted to educate people on the early signs that may indicate someone is struggling with their mental health, driving traffic to their ‘Sport the Signs’ landing page that is designed to equip people with the knowledge, tools and confidence to reach out to loved ones to prevent them reaching crisis point.

The judges said: “A fantastic entry that demonstrates what can be achieved on a small budget. Multiple creative touchpoints and clear use of insight throughout.”

For Breast Cancer Now, W Communications and BMB created an innovative purpose based ‘first’ to provoke much-needed conversation around breast cancer diagnosis. Dramatising the heart-breaking reality of a diagnosis, our WhatsApp drama series commanded 23 minutes of Women’s Hour airtime, caused Good Morning Britain presenter Ranvir Singh to well up live on air and most importantly saw the charity’s biggest ever increase in support enquiries online.

The judges said: “This is such a great campaign – a truly innovative way to ignite a conversation around the realities and impact of breast cancer.”

Shashank Kumar, a dynamic PR professional at Curzon PR. In less than a year, Shashank has made significant contributions to the firm's success. From enhancing social media strategies for global corporations to spearheading a values-based approach, Shashank's impact is undeniable. His achievements include boosting engagement on social media platforms for clients and generating 180 leads in business development. A quick learner with a flair for creative and strategic communication, Shashank is poised for a future career in PR that bridges cultures and shapes global narratives.

The judges said: “A great start to a promising career!”

Aspectus is a new generation of branding, marketing, and communications agency where talented people are empowered to create, think and deliver tangible results for clients. We bring together intelligent insight, global expertise and a commitment to excellent execution to deliver those results and turn communications into a corporate differentiator. Our industry specialists stay close to emerging trends to assess their merits and identify new sources of value and advantage for clients. At Aspectus, we can produce meaningful and positive outcomes for clients because our teams work in a meaningful and positive environment with inclusivity and diversity at its core.

The judges said: “You can feel the respect leadership have for their colleagues through the thoughtful and inclusive initiatives that leadership have introduced to improve the workplace experience.”

In under four years, Boldspace has proven that there was space for a bold new agency model that was integrated in the widest possible sense. One that has empathy, values and transparency embedded into its culture; one that combines brand, data and creativity; and one, now as an accredited B Corp, that does business in the right way. The agency has grown to 50 staff and £4m in income this year, and has worked with a host of big-name clients in the last 12 months including Bolt, the Post Office, TGI Fridays, Direct Line, and Charles Tyrwhitt, delivering some outstanding work.

The judges said: “The sustainability initiatives particularly stand out - measuring performance and delivering bonuses against profit, people, clients and planet is inspiring.”

We were all hoping for an easier 2023... Instead, the cost-of-living crisis and global conflicts led to increased uncertainty - presenting new challenges. Nevertheless, it was a landmark year for our agency. We delivered our most ground-breaking and creative work - resulting in a year of record growth. That's no mean feat.

The judges said: “Congratulations on another year of creative campaigns and huge financial growth.”

From playing an integral part in securing planning permission for growth, to embracing nostalgia around our 85th birthday. London Luton Airport’s in-house team delivered a staggering range of creative, strategic, and tactical activity for an annual PR budget of <£500k…all while combating operational challenges such as a devastating fire. Through hard work, creativity, and strong skill set across disciplines, we produced consistent, high-impact, engaging comms, combined with strong content across owned, earned, and internal channels boosting positive media coverage by 53% and helping us to our highest Brand Index score in a decade.

The judges said: “Minimising the impact on London Luton Airport’s brand as a result of the car park fire is impressive and a clear indication of the hard work and skilled media relations of the team.”

We believe that people are motivated by kindness, more than they are for their own self-gain. That’s why we’ve chosen to do work that’s hopeful and creative, to help build a kinder world. We can do that because we’re independent. We’re guided by a single objective - to create positive impact.

The judges said: “This agency clearly lives and breathes its ambition to have a positive impact and is delivering results that are remarkable for such a small team.”

As the UK economy flatlined, W Communications breathed new life into its own business and future of the industry. Facing the toughest economic climate since launching, we smashed through PR boundaries with a strategy of reinvention, which ultimately led to our unbroken 14-year run of growth - up 8% YOY. We replaced low margin services with high margin services – all accelerated by our disruptive earned experience. We bravely expanded into new territories at the behest of our clients; we took care of our people with a super-charged ‘health and wealth’ package, and we began dismantling London’s socially immobile ‘city walls’ preventing new talent accessing a career in PR, in a bid to reinvent the industry for future generations.

The judges said: “An excellent entry and the only one that truly answered the 'integrated' nature of the category. Great job!”

Battenhall is a communications agency for the social media age and 2023 was a standout year. We celebrated record business growth of over £1.1m, achieved through international expansion and the launch of two new offerings, including an end-to-end social and creative production house, Battenhall Studios.

The judges said: “Easy to read, strong entry - some great initiatives that stand out amongst other entries. There are many strong proof points used to illustrate success.”

We launched at the start of the year and have smashed every KPI out of the park. From financial targets, to client results, we’ve gone above and beyond to deliver double digit profit in our first year. Our client list is formidable, not just for a new agency, but for any agency. We competed against some of the best agencies out there and won, we’ve been trusted with important pieces of strategic work for the biggest breast cancer charity in the UK and we’ve now launched two of W Hotels hottest properties this year. A busy 12 months!

The judges said: “In a short space of time they have created something really strong with good results. It's nice to read about an agency that not just says it listens, but then actually does. Having training around ‘listening’ as part of onboarding demonstrates that commitment.”

The Flywheelers builds comms programmes that continuously drive momentum and accelerate growth. We know how to establish you as a disruptive force.

The judges said: “Huge respect for their D&I policies. Love the bank holiday swaps - never heard of this being done before! Massive feeling of inclusivity to support all employees.”

2023 was a purpose-led year. We set out to create a great place to work, make creativity central to our campaigns, and be a force for good — for our people, clients, and community. And we did. A management restructure saw our new CEO and joint MDs put our ambition into action. A daring B2Bold marketing campaign generated three client wins and £94k in fees from existing clients. We were certified B Corp and a Great Place to Work. And, in challenging economic circumstances, we grew our fee income and team — achieving our most successful financial year for profitable growth.

The judges said: “Hugely impressive entry encompassing impressive agency growth through commercial focus and creative application with purpose at its heart. Top notch!”

Dove has been the champion of real beauty for decades but, as technology advances on social media, what’s ‘real’ has come into question. In 2021, Dove commissioned research to understand the impact of digital image distortion such as filters and face tuning apps.

The judges said: “Nice creative campaign - well done all. Love this campaign and everything it stands for.”

Our campaign – in which missing people alerts were served within the Trainline app – delivered 368 pieces of national and regional media coverage. It reached 87% of the regular traveller core audience for the campaign 2.8 times. Research showed 71% of existing Trainline users felt more favourable towards the brand and traffic to the Trainline app doubled in the week after launch. However, we’re most proud that, in the time the campaign was live, three families were reunited thanks to our activity.

The judges said: “A heartwarming campaign and some great results, both in terms of coverage and reuniting families.”

In the last year we’ve made great strides in our EDI work; increasing ethnic diversity by 10%, maintaining the 21% with disabilities (including neurodiversity) in line with the London average, became a Disability Confident Committed Employer, increased the number of state school educated staff (from 56% to 62%), and launched a paid internship for those from underrepresented backgrounds. 31% of our team have a mental health condition and willingness to disclose rose from 57% to 75%. While EDI progress is a journey with no destination, we’re proud of where we’ve got to, and won’t take our foot off the gas.

The judges said: “Brilliant to see Kindred's DE&I strategy includes a variety of marginalised groups and the agency is regularly measuring progress with an empathetic approach. Important to also see they publish pay bands and report on pay disparities.”

127 people leave UK prisons each day. 38% of adults released reoffend. Managing seven prisons for the MoJ and SPS, and witnessing first-hand how job opportunities for ex-offenders provides them with a better future, Sodexo’s campaign ‘Starting Fresh’ was created. Our challenge was to shift perceptions, advocate for job opportunities, and provide practical steps for businesses to recruit. The campaign saw 50+ articles placed in targeted titles, directly leading to 15 political stakeholders engaging with the initiative and 50 jobs being offered to ex-offenders in high street brands. Starting Fresh continues to generate enquiries from brands on their recruitment journeys.

The judges said: “Interesting use of personal insights to tell a powerful story. Great inclusion of real impact and connection of objectives to outcomes.”

Every year, in celebration of how beautifully flexible and adaptable the English language is, the Oxford English Dictionary announces its word of the year. Our brief: get the entire world to hear about it and, if possible, get them using it too.

The judges said: “Outstanding results in terms of social and press. A fun campaign that got people talking.”

Lime was already the leading e-bike company in the UK. But it knew it could only persuade more Londoners to get around on two wheels if it squared up to the everyday concerns preventing them from saddling up. Enter Words + Pixels with a research-driven campaign that fused sustainability, cycle style and streetwear – creating a must-have clothing collection that catapulted the brand into new spaces and new audiences, and placed it firmly in culture. The agency used key insights about the barriers to using e-bikes to demonstrate that cycling could be practical, fashionable, ethical and essential.

The judges said: “Absolutely incredible!”

Sports performance marketing is homogenous with #fitspo not representative. Optimum Nutrition (ON) wanted to change the narrative by demonstrating how there’s more potential to be unlocked in ALL of us with the right training and nutrition. Paralympian Alice Tai MBE partnered with ON to spearhead Channel More - a gruelling English Channel swim relay, with applications open to EVERYONE. PR told the inspiring story of ON’s inclusive Channel More team, from sign up, to training and triumph generating positive messaging of ON’s ‘powering potential’. Achieving 709 pieces of coverage, 100% positive sentiment and a reach of 914million, the campaign saw ON become the most visible (and inclusive) protein brand in earned media.

The judges said: “Nice campaign, with some amazing earned results. Good to see results linked to objectives.”

Our campaign – in which missing people alerts were served within the Trainline app – delivered 368 pieces of national and regional media coverage. It reached 87% of the regular traveller core audience for the campaign 2.8 times. Research showed 71% of existing Trainline users felt more favourable towards the brand and traffic to the Trainline app doubled in the week after launch. However, we’re most proud that, in the time the campaign was live, three families were reunited thanks to our activity.

The judges said: “Clever use of campaign to drive both brand outcomes and daily active use on an app that thrives on it.”

What unites a massive skip full to the brim of second-hand finds on Earth Day, a naked protest against London Fashion Week and a pre-loved pop up in Shoreditch where the price tag on everything was free? Enter Gumtree’s Consumption Rebellion. A hard-hitting comms programme that, through a series of eye-catching, thought-provoking activations, enabled Gumtree to go against the grain and take aim at society’s consumerism. Our objective was to encourage people to think and behave differently, whilst positioning Gumtree as the trusted community platform to help them on this journey.

The judges said: “Fantastic campaign, some brilliant executions and amazing results.”

For, Grow to Know, W Communications took on the institutionalised world of horticulture to force inclusion for people regardless of race, gender, age, or socioeconomic background. Thanks to royally disruptive research, we rocked the very ground beneath the establishment’s feet to such an extent, UK Parliament took notice within 72 hours of our launch and King Charles’ ears were ringing IRL. Unveiled to the world as ‘The Green Gap’ – our tiny show garden and subversive take on a renowned event was delivered on a budget of £0.

The judges said: “An important point sits at the heart of this campaign, brilliantly visualised. Clever use of insight and impressive media relations and lobbying taking the message beyond the Chelsea Flower Show.”

Creating roomsets in IKEA stores that depicted the real living conditions of those in temporary accommodation had a profound impact. There were 324 pieces of editorial coverage, the IKEA policy pages set up for the campaign received 11,300 visitors, there were over 3.5m impressions and over 32,000 engagements on LinkedIn alone. Post-campaign research found perceptions that IKEA is “committed to doing good” rose 20% and the proportion of people feeling IKEA is “a values-led business” increased 12%.

The judges said: “Love this campaign, truly creative.”

Amazon’s Alexa Young Innovator Challenge tasked secondary school students with exploring the exciting world of careers in Artificial Intelligence (AI). Our brief was to engage schools, teachers and secondary school students with the coding competition and raise awareness of Amazon’s competition that was looking for talented young scientists of the future. To reach this audience, we needed something interactive, fun and exciting. And it needed to showcase all of the wonderful, innovative opportunities that AI and computer science can offer young people. Enter the Amazon Jobs Fair of the Future. Hosted at Amazon’s Shoreditch HQ with top gen-Z talent, Tobi Brown from The Sidemen, it brought to life the world of AI - from Metaverse Architect and Paramedic Drone Programmer to Tech Fashion Designer and Zero Carbon Transportation Planner - in a way that just can’t be taught in schools. The event kicked off a six-month, multi-layered media campaign that included strategic media relations, influencer engagement, a competition, relevant celebrity judges and free educational resources created for teachers and students which support the national curriculum.

The judges said: “An amazing programme of activity for this campaign, hitting your stated audiences and more - very impressive.”