The winners of The PRmoment Awards 2026

Roadside Nature reframed Volvo’s safety leadership through real family experience, tackling the overlooked risk of driver distraction caused by children. Instead of focusing on in-car technology, the campaign addressed behaviour and emotion, recognising that calmer journeys are safer ones. Boldspace commissioned original research to prove the scale of the issue, then created a practical solution: a free, downloadable activity pack that turned roadside nature into a calming distraction for children. Brought to life with naturalist and parent Steve Backshall, and amplified through broadcast, lifestyle and parenting media, the campaign moved safety beyond cars and into everyday family life.

The judges said: “This is a great example of 'zagging' when everyone else is 'zigging.' While every other car brand is shouting about AI and sensors, Volvo is talking about keeping the kids quiet with a nature pack so you don't crash. It's smart, human, and perfectly aligned with its brand heritage.”

All Abroad transformed a complex regulatory transport announcement into a bold, consumer-first brand moment. Announcing plans to launch a cross-Channel rail service, Virgin moved at speed to seize the news agenda and activate a takeover of St Pancras International – within 30 minutes of the news going live. Featuring giant banners, cheeky challenger taglines and giveaways, it put Virgin in front of future customers on its competitor’s doorstep. Supported by rapid-response media relations, broadcast-ready content and social-first distribution, the campaign reignited excitement in international rail travel and positioned Virgin as a disruptive entrant bringing competition back to the tracks.

The judges said: “This is pure Virgin. Taking a boring regulator's decision and turning it into a 'St Pancras takeover' in under 30 minutes is a masterclass in agile PR. The 'Terms & Croissants' copy is exactly the kind of cheeky tone that makes this brand stand out, and the results -especially the 600+ pieces of coverage - are incredible for the budget.”

How deeply do you care about your phone? Turns out quite a lot. We created ‘The Connection Test’, a world-first biometric experiment to show emotional reactions to devices matched - and even exceeded - responses to pets, sports memorabilia, and loved ones. This thumb-stopping content engaged B2B audiences in an unordinary way for SquareTrade’s device insurance messaging, all leading to its most successful campaign, incredible cut-through at MWC, outstanding media coverage from Fast Company to Good Morning Britain, industry-smashing social engagement and unprecedented business opportunities.

The judges said: “This was a standout, integrated campaign with real impact.”

Wildfire partnered with Yorktel-Kinly to reframe workplace AV from background infrastructure to a business-critical driver of productivity. Grounded in original IT decision-maker research, the campaign introduced The Art of Productivity — a bold creative platform linking AV to the outcomes IT leaders are judged on. An AI-powered mood-tracking experiment, immersive art gallery at the London Stock Exchange, influencer partnerships and an interactive digital report brought the insight to life. Supported by targeted media relations and lead-generation content, the campaign shifted industry perceptions, positioned Kinly as the leader in workplace AV, and delivered measurable impact on awareness, engagement and sales pipeline.

The judges said: “What Wildfire packed into the budget is gold medal worthy. So many elements, all with a clear purpose, which they delivered against successfully.”

Summer 2025 was the UK’s hottest on record, the perfect backdrop to reignite Malibu’s Don’t Drink & Dive campaign. We partnered with Bournemouth University, uncovering that alcohol-related drowning risk rises fivefold once temperatures hit 20°C, and we reunited with Tom Daley and Made With Love to design heat-sensitive trunks that changed colour at 20°C. Tom unveiled the trunks live on ITV’s This Morning, supported by weather-reactive social content and an influencer programme. After 100+ pieces of coverage, consumer awareness of the dangers of drinking near water at 20°C rose 24%.

The judges said: “A strong and purposeful campaign that combined a clear public safety message with an engaging and culturally visible execution. The use of Tom Daley brought credibility and reach, while the heat-sensitive trunks provided a simple yet memorable visual device to communicate risk in a timely and relevant way.”

The Home Age was a creative, content-led corporate campaign to highlight the transformative potential of battery storage to tackle fuel poverty. We were tasked with engaging hard-to-reach audiences including the MPs, SpAds, civil servants, thinktanks and academics who define the UK’s energy policy agenda.

To reach them, we blended earned media with experiential and digital activations, using E.ON’s groundbreaking trial in the city of Coventry as evidence. A local story was thrust into the national spotlight.

E.ON’s reputation among target groups has been greatly enhanced, with trust in the brand up by +81%, and advocacy up by +83%.

The judges said: “Great campaign. MHP had clearly thought through how it could bring this story to life and influence policy, through real-world implementation of the technology and its impact via people-centric storytelling.”

From one iconic merch manufacturer to a band that shaped the Britpop-fashion era, Lidl launched ‘Lidl by Lidl’ - a ‘beer-proof’ parka-style jacket just in time for the Oasis reunion gigs. Launched via a Wonderwall mural outside The Etihad Stadium which some eagle-eyed fans may recognise. RollingStone dubbed it 'genius', LADbible said it was 'perfect for getting the badge in', NME called it 'special' - and the jacket sold out in 2 minutes, with coverage on GMB and Lorraine on launch day and over 195k website visits.

The judges said: “A smart, culturally resonant platform that felt unmistakably PR-led.”

Peppa Pig was losing relevance with millennial parents amid rising competition, so Hasbro set out to reignite brand love and cultural relevance by creating a single, joyful family moment with mass impact. Developed by PrettyGreen in partnership with Hasbro, the campaign reimagined Mummy Pig’s pregnancy as a global celebrity-style reveal, inspired by iconic pop-culture announcements. A fully integrated strategy launched the story as national breaking news, amplified through earned media, social-first parody content, talent-led commentary and experiential moments. By seamlessly blending children’s entertainment with mainstream culture, the campaign delivered standout awareness, engagement and uplift in relevance.

The judges said: “A brilliantly timed cultural moment that drove widespread conversation.”

New Zealand is a place of extremes. Jagged mountains. Ancient glaciers. Lush rainforests. Sun-drenched beaches. A rich Māori culture. To showcase this incredible country, we partnered with Russ Cook – who ran the length of Africa - to take on his next big challenge: the 2434km Te Araroa trail through some of the most spectacular and demanding landscapes on Earth.

This was an unscripted, authentic and unforgettable journey, seen not from the window of a tour bus, but through the eyes - and blisters - of someone who pushed himself to the limit. And the results went the distance.

The judges said: “Outstanding campaign. Loved the scale and ambition combined with longevity that truly did showcase the best of New Zealand. Smashed the brief.”

HelloFranses! created the biggest consumer pop culture moment in recent memory. Our creator strategy blended the art of influence, behavioural science and category rigour to incubate a movement, then ignite it. Every placement was meticulously curated and every post designed to fuel obsession while keeping Labubu rare, covetable and just out of reach. From cult collectible to full-blown frenzy – stampedes, sell-outs, TikTok meltdowns and media mania – Pop Mart’s Labubus didn’t just go viral, they become a phenomenon: driving a 300% UK sales spike, triple the TikTok airtime of major trends and temporary in-store shutdowns.

The judges said: “Harrods was a great choice for pop-up partner - undeniable results!”

Prostate cancer is serious and getting checked is vital. So Paddy Power and Pitch Marketing did what any responsible brand would do: used the nation’s favourite prick, Piers Morgan, to explain that getting checked doesn’t involve the finger up the bum you're scared of, just a little blood test.

Delivered as part of Paddy Power’s Even Bigger 180 darts campaign, this standalone idea made mischief the message achieving 12m views, wall-to-wall tabloid coverage and over 25,000 men checking their risk in the process. When it comes to saving lives, sometimes you need a prick to make the point.

The judges said: "A bold and culturally fluent use of celebrity. The creative insight is tight, the humour disarms stigma effectively, and the measurable uplift in risk checks shows meaningful behavioural change.”

Disturbing data found 59% of girls aged 13-21 had experienced sexual harassment prompting Girlguiding to take urgent action. We delved deeper into the lived, everyday struggles girls face via an impactful, integrated campaign brought to life with girls' own voices adding emotion, authenticity and urgency to the findings. Hard-hitting insights and a powerful film were launched at a panel event at Outernet in central London, supported by politically driven calls to action to secure public commitments from decision-makers. Rooted firmly in research, the campaign gained mass media coverage and drove awareness for a hard-hitting and important topic.

The judges said: “This was a really inspiring and powerful entry to read. Great to see the link between the eyeopening research and how this was transformed into a strong video with evidently wide-reaching impact.”

The Home Age was a creative, content-led corporate campaign to highlight the transformative potential of battery storage to tackle fuel poverty. We were tasked with engaging hard-to-reach audiences including the MPs, SpAds, civil servants, thinktanks and academics who define the UK’s energy policy agenda.

To reach them, we blended earned media with experiential and digital activations, using E.ON’s groundbreaking trial in the city of Coventry as evidence. A local story was thrust into the national spotlight.

E.ON’s reputation among target groups has been greatly enhanced, with trust in the brand up by +81%, and advocacy up by +83%.

The judges said: “Really great campaign. Clear objectives, inspired strategy, and fab outcomes for the client.”

For Grenfell Athletic, a club born from tragedy, Spike and Brothers & Sisters redefined what a football shirt could mean. Under the idea Fabric of the Community, we created a kit infused with real fire-damaged material from the Grenfell tragedy, each shirt telling personal stories of survival and loss. NFC technology turned every piece into an interactive memorial, connecting fans to voices of the bereaved. The result? A sold-out kit, a secure future for the club, and a powerful legacy. Grenfell Athletic became everyone’s ‘second favourite team’ – a lasting tribute and a new benchmark in purpose-led storytelling.

The judges said: “Powerful, emotional and pulls on the heart strings. Stellar campaign.”

In autumn 2024, the Gallaghers revealed to the world they were touring after 15 years apart. It was obvious to everyone that this would be THE cultural moment of the year.

When an opportunity like that lands in your lap, you’ve got to roll with it. And that’s what we did with Aldeh – a culture-jacking, Brit Pop-celebrating rebrand of the closest store to Heaton Park, the iconic location for their return. The installation generated over 1,000 articles, stirred up a petition to make it permanent, gained 10 million views on social, and even garnered a repost from Liam Gallagher!

The judges said: “Excellent strategy of culture-jacking to drive conversation. Spot on creative. Four-pronged implementation approach well thought through. Incredible results including support from Oasis themselves!”

Peppa Pig was losing relevance with millennial parents amid rising competition, so Hasbro set out to reignite brand love and cultural relevance by creating a single, joyful family moment with mass impact. Developed by PrettyGreen in partnership with Hasbro, the campaign reimagined Mummy Pig’s pregnancy as a global celebrity-style reveal, inspired by iconic pop-culture announcements. A fully integrated strategy launched the story as national breaking news, amplified through earned media, social-first parody content, talent-led commentary and experiential moments. By seamlessly blending children’s entertainment with mainstream culture, the campaign delivered standout awareness, engagement and uplift in relevance.

The judges said: “Very clear objectives and strategy informed by audience media consumption ensuring accurate targeting. The creative twist of leaning into celeb culture was spot on. Implementation considered many storylines and channels. Insane media results and outcomes.”

In autumn 2024, the Gallaghers revealed to the world they were touring after 15 years apart. It was obvious to everyone that this would be THE cultural moment of the year.

When an opportunity like that lands in your lap, you’ve got to roll with it. And that’s what we did with Aldeh – a culture-jacking, Brit Pop-celebrating rebrand of the closest store to Heaton Park, the iconic location for their return. The installation generated over 1,000 articles, stirred up a petition to make it permanent, gained 10 million views on social, and even garnered a repost from Liam Gallagher!

The judges said: “Evolved the age old North/South divide into a tangible relevant talking point through sheer creativity and leveraging the Oasis Reunion Tour. Fabulous implementation.”

Fulham FC is London’s oldest professional football club, but its stadium was small, aging and quaint. The Club embarked on an ambitious and audacious multi-million pound development to take advantage of its location next to the Thames and take on Premier League giants.

When we were briefed by Fulham, our singular objective was to drive sales of high-value hospitality packages by establishing The Riverside as English football's most luxurious matchday experience.

Through a meticulously orchestrated campaign combining architectural expertise, culinary excellence, and celebrity magnetism, we drove a 300% increase in hospitality revenue and quadrupled premium membership uptake.

The judges said: “A masterclass in media relations with impressive cut through and strong commercial performance.”

Bringing the glamour of Las Vegas to Wigan. What could go wrong? As it turns out, not a lot. Our Sky Sports campaign to promote the first-ever Betfred Super League fixture on US soil delivered a bucket load of buzz and broke records in the process. Bringing the spirit of Vegas to the north west via a Sin City legend and a unique twist on the iconic Vegas wedding chapel, galvanised fans and grabbed eyeballs nationwide, while delivering Sky’s highest ever regular-season audience, millions of content views, 90% positive sentiment and a 7x uplift on engagement across Sky's platforms.

The judges said: “A highly creative, playful campaign that strongly resonated with its target audience.”

Charged with delivering a campaign to increase sales of Pokémon Trading Card Game packs, we brought together 30 influencers from across Europe to host a World Record Breaking unboxing – going for 24 hours straight. 20,000 cards later we delivered 250 pieces of social content and 650 pieces of editorial coverage. More than that, the campaign drove sales increases across all five markets – including +62% in France, +30 in Germany, +15 in Italy and +14% sales in the UK.

The judges said: “This is a standout entry. It's culturally relevant and bang on brief."

Aviva, a leading insurance, wealth and retirement business, embarked on a major organisational transformation through its £4.1bn acquisition of Direct Line Group. When news of the deal leaked, the Internal Communications team acted swiftly, managing crisis communications and ensuring colleagues heard directly from the Group CEO. As the deal advanced, a dedicated Integration Internal Communications team grew to support colleagues through every stage of change. On 2 July 2025 - ‘Day one’ - Aviva successfully welcomed over 10,000 DLG colleagues, delivering clear, people‑centred communications that informed, engaged and built excitement across both organisations.

The judges said: “A really well-thought through campaign, with a lot of heart. The strategy was simple, but people-focused and clearly executed to a high standard. I particularly liked the commitment to audience insight, as well as the warmth of the tone in the communications.”

In 2025 Britain’s iconic McVitie’s Chocolate Digestives celebrated its 100th birthday. We launched a multi-phased campaign amplifying the creative platform ‘the nation’s greatest invention,’ cementing Digestives as a national treasure.

We polled the nation for real-life icons, commissioned biscuit portraits, sold images of lit-up London landmarks, and sparked headlines over whether to eat digestives ‘choc side up’ or ‘choc side down’.

Our campaign culminated in a four-day immersive McVitie’s Digestives Experience with merch and a create-your-own biscuit bar, welcoming over 5,000 visitors. The campaign delivered record share growth across grocers, 44% higher brand love, reaching four million people.

The judges said: “Spot on use of a suite of tactics to make chocolate digestives a national talking point!”

When Ross Kemp swaps crime documentaries for crunches, you know it’s not your average pension campaign. In the backdrop of a growing retirement crisis, we borrowed from the world of wellness to deliver a powerful message about strengthening your financial future. While people are passive about their pensions, they are active when it comes to future health and fitness. Enter Ross and financial expert Bola Sol to help the public gain some serious pounds for their future, reframing pensions as something you can actively make stronger today, in a multi-channel, industry-leading campaign that smashed not only PBs, but all KPIs.

The judges said: “A well thought out campaign with great SMART objectives and great results!”

We created a campaign that amplified Carlsberg’s global “access” platform in the context of football. We surprised cabbies – who normally miss the communal experience of a football match because they’re driving fans to the game – and enabled them to come together and enjoy the UEFA Nation’s League final. The global campaign reached 13.2m people through earned social and 560m through earned editorial. The campaign reached 54% of the Carlsberg audience.

The judges said: “Lovely use of insight to include people in the game who would normally miss it with impressive coverage figures.”

Alan Boswell Group wanted to build authority in the niche of unoccupied property insurance and ensure that expertise was reflected within AI-generated responses. Reboot Online delivered an earned media-led GEO campaign built around exclusive Freedom of Information data and deliberate context wrapping. By shaping how the brand was described across trusted national, regional and trade publications, the campaign influenced how large language models referenced the brand. The result was measurable AI visibility, improved authority, and clear commercial impact, achieved without paid media and through repeatable, PR-led execution.

The judges said: “A big undertaking, which had clearly been thought through strategically. I appreciate the data driven detail in results and how they link back to the campaign objectives.”

Over 64% of UK girls drop out of sport before 16, with school PE kit a major reason. ASICS partnered with Inclusive Sportswear, Mind and teenage girls to co‑create a concept PE kit girls actually want to wear. Designed and tested with pupils at Burnley High School, the kit tackles lack of choice, period anxiety, sweat visibility and shapeless design. Launched through film, OOH and social with girls leading the narrative, the campaign sparked national conversation, delivered standout broadcast and achieved policy change, adding the words choice and inclusion to Department for Education PE kit guidance.

The judges said: “Brilliant campaign with great creative and truly tangible results.”

Glaucoma is the leading cause of avoidable sight loss, with African-Caribbean communities at up to four times higher risk and late diagnosis is a key issue. So we rallied the real MVPs of health advice in the community: the Aunties, led by the incomparable Brenda Edwards. The matriarchs who correct you at Sunday dinner and drop wisdom (and warnings) into every family WhatsApp group. Our strategy was simple: replace clinical authority with cultural authority. Instead of another medical PSA, we sparked a community-led movement where Aunties championed early eye testing as an act of love, protection and care.

The judges said: “Love this campaign. A crafty cultural insight and beautifully implemented with strong results. Another great team effort Golin & Specsavers!”

1 in 300 people in the UK will develop motor neurone disease (MND); 90% will have the most common form, ALS. Available treatments extend lives by a few weeks, there is no cure.

With such limited treatments available, we worked with innovation prize experts Challenge Works to launch a £7.5m global challenge prize to incentivise researchers and innovators to use AI to identify the highest potential drug targets for ALS; the first step to finding meaningful treatments and a cure.

The judges said: “An incredibly well-thought out inspiring campaign that had real meaning at its heart.”

Peppa Pig was losing relevance with millennial parents amid rising competition, so Hasbro set out to reignite brand love and cultural relevance by creating a single, joyful family moment with mass impact. Developed by PrettyGreen in partnership with Hasbro, the campaign reimagined Mummy Pig’s pregnancy as a global celebrity-style reveal, inspired by iconic pop-culture announcements. A fully integrated strategy launched the story as national breaking news, amplified through earned media, social-first parody content, talent-led commentary and experiential moments. By seamlessly blending children’s entertainment with mainstream culture, the campaign delivered standout awareness, engagement and uplift in relevance.

The judges said: “World class example of an integrated communications campaign with multiple layers and a richness of media moments that were able to sustain the conversations and coverage into a retail and experiential moment.”

Every five minutes, a vulnerable child runs away, many using the rail network. At Christmas, when passengers’ distraction is heightened, Avanti West Coast partnered with Railway Children to help people notice what is often missed. ‘Your Presence Is Presents Enough’ was a national safeguarding campaign built around a symbolic five-minute short film. The campaign delivered real world awareness with child tannoy announcements, priority-style seating for runaways and posters across every Avanti station on the network. The impact? 91% of passengers are now more likely to look up, recognise and report (83%) the signs of a vulnerable child on the railway.

The judges said: “Very impressed the lengths gone to, to make sure the storytelling was authentic. This really stood out!”

Woodrow led Choose Love’s Gaza campaign to force one simple question into the open: what is the UK government doing about Gaza, and why? With a budget of £8,000, we shaped an open letter to the Prime Minister, uniting a coalition around a single set of demands. We secured coverage across UK national broadcasters, including Sky News, the BBC, The Guardian, The Telegraph, LBC, Metro, and The Independent, then drove global pick-up through major newswires. We sustained momentum through powerful public moments outside Parliament. The campaign delivered 17,000+ articles across 34 countries and prompted a written response from the PM.

The judges said: “This is the kind of campaign that makes you proud of PR. It applied pressure, stayed present and clearly delivered against its objective. Congratulations.”

We turned Greggs' most iconic product into a national talking point by unveiling a waxwork sausage roll at Madame Tussauds London on National Sausage Roll Day.
Celebrating the product not just as a bestseller, but as a British cultural artefact, we gave it all the red-carpet treatment usually reserved for pop stars and presidents.


This perfectly judged low-budget stunt delivered on every front: humour, fandom, cultural relevance and news value, landing over 347 pieces of coverage, broadcast segments, global attention and 5.77 billion reach.


The most famous pastry in Britain? We put it on wax.

The judges said: “The idea is brilliantly simple and executed with total confidence. The team have delivered exactly what they set out to do, driving fame and icon status.”

Peppa Pig was losing relevance with millennial parents amid rising competition, so Hasbro set out to reignite brand love and cultural relevance by creating a single, joyful family moment with mass impact. Developed by PrettyGreen in partnership with Hasbro, the campaign reimagined Mummy Pig’s pregnancy as a global celebrity-style reveal, inspired by iconic pop-culture announcements. A fully integrated strategy launched the story as national breaking news, amplified through earned media, social-first parody content, talent-led commentary and experiential moments. By seamlessly blending children’s entertainment with mainstream culture, the campaign delivered standout awareness, engagement and uplift in relevance.

The judges said: “Outstanding entry. Creative approach, bold vision, thoughtful measures.”

In a bid to raise awareness of Great Ormond Street Hospital Charity’s campaign to raise £300 million for a new cancer care unit, we created a national first.

“Great Tom” – the main bell of St Paul’s – rang to commemorate the 253 young people who did not ring the end-of-treatment bell at GOSH, while a sculpture of 253 butterflies stood as a memorial.

We delivered 235 pieces of editorial reaching 24 million of our audience 2.7 times. Critically, it brought thousands into the donation funnel, driving both awareness and consideration.

The judges said: “This is a really good piece of work, simple, poignant, but with lots of beautiful detail.”

History was made in October 2025, when 22 football fans living with dementia walked out alongside the players of England and Wales senior men’s teams ahead of their match at Wembley Stadium, as part of Alzheimer’s Society’s partnership with The Football Association. Players of both teams also returned for the second half of the game wearing shirts with their names removed to draw attention to memory loss.

The emotive activation was broadcast live to millions, and was backed by an integrated comms campaign to tell the stories behind the faces that accompanied players onto the pitch.

The judges said: “Brilliant use of partnership for maximum effect.”

For Grenfell Athletic, a club born from tragedy, Spike and Brothers & Sisters redefined what a football shirt could mean. Under the idea Fabric of the Community, we created a kit infused with real fire-damaged material from the Grenfell tragedy, each shirt telling personal stories of survival and loss. NFC technology turned every piece into an interactive memorial, connecting fans to voices of the bereaved. The result? A sold-out kit, a secure future for the club, and a powerful legacy. Grenfell Athletic became everyone’s ‘second favourite team’ – a lasting tribute and a new benchmark in purpose-led storytelling.

The judges said: “Beautiful and thoughtful campaign, nice use of tech, storytelling and fantastic results for the charity.”

For 31 years, the families of those killed in the 1994 RAF Chinook crash on the Mull of Kintyre have been denied truth, justice and a voice. Working entirely pro bono, Tim Reid Media has helped turn decades of private grief into a public reckoning, giving 47 sons and daughters the courage and platform to speak for the first time about their trauma and the Ministry of Defence cover-up that followed. A six month campaign has forced the UK government to listen, engaged politicians and the public, and has brought the families closer than ever to accountability.

The judges said: “Powerful justice seeking campaign for families with sound strategy and strong outcomes.”

Against the backdrop of a challenging Probation climate, Kindred was briefed to deliver a recruitment PR burst that would reframe the rewards of probation roles. Our focus was on finding authentic stories and telling them in a new and attention-grabbing way. This search led us to Poet Laureate, Simon Armitage, who was a probation officer for eight years before becoming a full-time poet. Simon wrote a compelling poem (A Life In The Day Of) which cleverly used letters of the alphabet to bring to life the impact probation staff have. Our resulting PR campaign was authentic, well-timed and powerfully executed.

The judges said: “A really brilliant earned media campaign that put real people and heart at the centre.”

Britain’s railway is one of the most intensively used rail networks in the world. With annual trespass figures continuing to rise, Network Rail needed help to encourage rail-safe behaviour change particularly amongst young people in a meaningful way and at scale, ultimately leading to a reduction in the number of incidents involving young people. Built on insight, empathy, and co-creation, Switched On speaks directly to children and teens in ways that resonate. With tailored programmes for ages 3–6, 7–11, and 12–16, it empowers young people to spot danger, make better decisions, and look out for each other.

The judges said: “This campaign is incredibly well thought through, drawing on insight to deliver something with impact. The testing of ideas and concepts, tailored approach, and use of multiple channels was clearly very effective in driving positive, behaviour change.”

Reinvented for a new generation, First Choice needed to engage 18-35-year-olds. We confronted the ‘Manflew Epidemic’ – young men’s anxiety around stereotypical lad’s holidays – partnering with CALM to launch ‘Better Boys Trips.’ This showcased First Choice’s diverse, customisable options. A strategic Prague trip with media (Dazed, LADbible) and influencers (George Clarkey) generated massive engagement. Results included over 80 media pieces, 1M+ YouTube views, 8.7k campaign page visits, and a 15% spike in Prague searches. We sparked a national conversation, firmly repositioning First Choice and proving it’s the brand for holidays they truly want.

The judges said: “A powerful repositioning for First Choice, flipping the traditional "lads’ holiday” narrative into something far more relevant and emotionally aware. The partnership with CALM feels credible and well-matched, adding real purpose while supporting a shift away from dated perceptions of packaged holidays. Strong multi-channel delivery and meaningful conversation-driving impact.”

Peppa Pig was losing relevance with millennial parents amid rising competition, so Hasbro set out to reignite brand love and cultural relevance by creating a single, joyful family moment with mass impact. Developed by PrettyGreen in partnership with Hasbro, the campaign reimagined Mummy Pig’s pregnancy as a global celebrity-style reveal, inspired by iconic pop-culture announcements. A fully integrated strategy launched the story as national breaking news, amplified through earned media, social-first parody content, talent-led commentary and experiential moments. By seamlessly blending children’s entertainment with mainstream culture, the campaign delivered standout awareness, engagement and uplift in relevance.

The judges said: “A highly effective stunt from PrettyGreen for Hasbro that successfully reignited relevance for Peppa Pig among millennial parents. The decision to partner with broadcast specialists delivered impressive reach without paid media, and the multi-channel rollout gave the activation scale, visibility and longevity. Strong gains in awareness and sentiment demonstrate real impact.”

Data waste - all those emails, spreadsheets, applications and even GIFs that are managed and stored without ever being used again - accounts for most of data’s environmental footprint. Although the impact of data waste is significant, there is low public and business awareness of the problem. This is not only bad for our planet, it is also a problem for NetApp, which makes technology that helps companies to manage their data more effectively.

Could we borrow some of the emotive associations with single-use plastics to incite a more urgent conversation about data waste?

The judges said: “Simple, punchy and hugely effective.”

Fast tech is one of the most environmentally damaging consumer behaviours - and one of the hardest to challenge. Despite widespread climate awareness, smartphones and constant upgrades remain largely unquestioned, protected by powerful marketing and cultural aspiration. In 2025, Words+Pixels and Back Market confronted that contradiction head-on. Rather than advertising sustainability, we turned Big Tech’s most recognisable creative language against itself, using culture, science and physical experience to expose the real cost of over-consumption and translate awareness into action. Welcome to The Last Shot Gallery.

The judges said: “Beautifully curated campaign from start to finish. Great insight, choice of spokespeople and showcase of gradual change that is much needed.”

With UK phone theft at epidemic levels, Currys set out to change behaviour where risk is highest.

Mind the Grab reimagined the UK’s most familiar safety cue, Mind the Gap, for the street. On Oxford Street, one of the country’s biggest phone theft hotspots, a simple purple line marked the reach of a phone snatcher’s arm, prompting people to instinctively stand back from the kerb.

Backed by police, councils and criminology experts, and supported by in-store help for victims, the campaign delivered real-world impact, with 37% of UK adults saying they will change their behaviour due to the campaign.

The judges said: “Genius in its simplicity and tackled a real problem. A truly 'I wish I had thought of that' campaign!”

Chris burst into the comms world nearly five years ago with no shortcuts, no contacts and English as his second language. Since arriving in the UK in 2019, he’s climbed the ranks at The Romans to become an Account Manager through sheer talent and charm. He’s the guy who makes journalists say yes, clients say wow, and new starters feel instantly at home. A natural mentor and networker, Chris also pops up in industry think pieces, went to Cannes Lions with the PRCA, and somehow still finds time to lead, mentor and hype others through the Black Comms Network.

The judges said: “An impressive journey and a clear trailblazer in the industry who also takes time to support others. Chris is clearly someone who doesn't let anything hold him back.”

When AI threatened to displace agency support across our tech client base, we came out fighting. We defined a GEO proposition and promoted it relentlessly - generating over £2.5m in pipeline and winning six new GEO clients, including blue-chip firms like Vitality and Hiscox. We made the case for PR's relevance, speaking at 20+ events and producing resources downloaded over 1,000 times. When four PR professionals faced redundancy, we created a cybersecurity unit and saved their jobs. Revenue up 15.5% to £1.67m. Twenty-eight new briefs. A 92% NPS score. Growth doesn't happen by accident.

The judges said: “A great year in a tough market with focus on innovating - impressive stuff!”

Ready10 is celebrating its tenth birthday in 2026, but this was the year it ALL came together.

It’s been the year where our growth, creativity and culture converged. We won great clients like TikTok, Carling and Hello Fresh. We delivered internationally-famous work for McDonald’s, Sky and Lime. And we performed financially, hitting higher fees and growth than ever. And, driven by our values, we did that with a thriving team who were happier than ever.

The judges said: “Record-breaking financial performance, Cannes wins and major global clients. A real stand-out entry.”

In 2025, the headlines for Tin Man have jumped off the page. We’ve been named Agency of the Year three times in the last twelve months, won 19 out of 21 pitches, added some phenomenal brands to our portfolio (hello… Tesco, Dunelm, Innocent, Cafédirect, Philips Hue lighting, LELO, Three UK and Sue Ryder) and grown 12%. But it hasn’t been all rainbows and unicorns… and that’s what makes this story a real page turner.

The judges said: “Major awards, plenty of resilience and impressive results! Great job team.”

We’re proof that you don’t need legacy, age or size to deliver industry-shifting impact.

Just outrageous ambition, sharp strategy and ideas brave enough to earn their place in culture. In two years, we’ve gone from “too small and too young” to the most awarded agency in the world. £1.8m+ revenue, 55% YOY growth, global expansion, and behaviour-changing work that literally influenced law and public policy.

All while building a proudly diverse team that holds a 95% retention rate and a 33-week pregnant founder to boot.

The judges said: “The passion and energy of this entry and the agency's ambition really cuts through. Strong results-driven campaign examples, and solid agency ethos around DEI and sustainability with great examples shown here.”

Third City is leading GEO not by shouting the loudest, but by doing the hardest work first. We entered the space early, absorbed scrutiny, invested in capability before commercialising it, and have since turned GEO into a revenue-generating, agency-wide discipline. In just over a year, we have delivered real client work, built proprietary tooling, generated more than £50K in AI-specific income, and established a strong pipeline of ongoing and upcoming GEO projects. By combining first-mover leadership, commercial traction, technical rigour and an ethical, evidence-led approach, Third City has helped define what responsible GEO looks like in practice.

The judges said: “The entry demonstrates a clear approach to GEO and recognises the importance of delivering meaningful work, rather than diving into a space without thorough research and understanding. The creation of tools and seeking of grants demonstrates a long-term investment in this space. The agency also boasts strong credentials in areas such as inclusion and sustainability.”

Our sector-leading Media and Social Media teams reach mass, diverse audiences through ambitious, engaging, and impactful campaigns. We inform, inspire, and drive action, shaping policy, promoting services, shaping public understanding and showing real, measurable results.

Operating in challenging contexts, our teams display resilience, creativity, and strategic thinking. What sets us apart is our unwavering dedication—we are fully committed to improving the lives of people affected by dementia and delivering on Alzheimer’s Society’s mission with passion, care and tenacity.

The judges said: “Impressive outcomes from a focused team who are clearly pushing themselves forward to unite around bigger ideas.”

In 2025, the headlines for Tin Man have jumped off the page. We’ve been named Agency of the Year three times in the last twelve months, won 19 out of 21 pitches, added some phenomenal brands to our portfolio (hello… Tesco, Dunelm, Innocent, Cafédirect, Philips Hue lighting, LELO, Three UK and Sue Ryder) and grown 12%. But it hasn’t been all rainbows and unicorns… and that’s what makes this story a real page turner.

The judges said: “I really got a clear sense of the company objectives and the strategy for the year. Some impressive expansion in terms of services and new clients. Some inspiring and thoughtful initiatives around DE&I and support for staff which gave a real sense of the people-driven culture at Tin Man.”

This year, We. UK turned challenge into momentum, proving the power of a truly integrated agency. When long-standing accounts shifted, we broadened our offer and deepened our impact - expanding into sustainability, social good, podcasts, influencers, AI and GEO advisory. We delivered work that shaped culture and drove change, from planet-first campaigns to multi‑market programmes and standout branded content. Fuelled by a wave of promotions, constant upskilling and a culture of creativity and commercial focus, we blended sharp strategy with seamless execution. This year, we didn’t just deliver integrated work—we redefined what integrated excellence looks like.

The judges said: “Good to see sustainability included as part of the core agency objectives, and really appreciated that the entry detailed how the agency met challenges with plenty of detail.”

This year – as with every year for us – has been about pushing further. Refusing to rest on laurels. We’re driven by a fear of being the agency about which people say “do you remember when they were brilliant?”. We challenge mediocrity at every turn and strive to improve on every front. We’ve doubled-down on the quality of our work and we’ve reviewed policies across the board to ensure they’re industry leading. We paid team bonuses for the fourteenth consecutive year (equivalent to 25% of profits). Because laurels are to be won, not to be rested upon.

The judges said: “Great agency, doing great work, great policies and great achievements. Very solid all round. Clearly people first!”

2025 was a BREAKTHROUGH year for BF Media, expanding from broadcast-first PR into content creation, research, newswire distribution, and media training. The agency, which predominantly partners with medium/large agencies, has achieved 90% fee growth, taken on two additional full-time colleagues, and brought a NED on board to cement its future.

From EE to Paddy Power, Lucky Saint to Kellogg’s, and Sports Direct to AutoTrader, our roster of big names is enviable. Three-quarters (74%) of clients commissioned new projects after initial successes, while founder Safi Zisman even managed to have his first real holiday since starting the business in 2021.

The judges said: “Great growth story of the agency and really admire the work done to promote our profession amongst state and inner city schools.”

Work & Class was founded on 1st May 2024 as the first communications agency aiming to bridge the gap between brands and often neglected working class audiences. In the last year we have:

Won 9 pitches and achieved a 64% pitch to win conversion rate (industry average 25%*)

Won clients including Sky, Greenpeace, Mountain Warehouse, Motability and Oxfam

Named one of PR Week’s new agencies to watch in 2025

Achieved 947 pieces of coverage (average 79 pieces per month)

Secured just over £510k income (£349,429 fees)

On track for a 57% increase in fees

The judges said: “Brilliant to see your purpose and values shining bright in all aspects of your business - from the work to your people strategy - and it's delivering results, not just for you but your clients too.”

In 2025, Babel successfully transitioned from a specialist B2B tech PR agency to a full-service tech marketing powerhouse. Underpinned by our new "We Back Your Brave" positioning and our proprietary research, we invested in our team, increased our capabilities and our profitability by 6%, while also transferring majority ownership to our team via an Employee Ownership Trust.

Simultaneously, we secured B Corp accreditation, with an exceptional score of 121 and delivered transformative client results (including a 900% revenue increase for one client). By backing our own brave, we demonstrated that an ethical, people-first agency vision drove growth and commercial excellence.

The judges said: “Smart shift towards content/full service marketing. Really impressive recent achievements to be proud of!”