Shortlist 2017
Campaign categories
A (Rust) Bucket List Experience with Ben 10
Cartoon Network
Agency: Tin Man
Going for Gold: Pizza Hut’s Golden Garlic Knot Pizza Shines at Super Bowl 50
Pizza Hut
Agency: Creation
Creation’s PR team surpassed all expectations with their launch of Pizza Hut’s Stuffed Garlic Knots Pizza, rising above all the razzmatazz of Super Bowl 50 to grab attention on multiple media platforms and become a national trending topic on Facebook and Twitter.Making Single Malt Fashionable
anCnoc - International Beverage
Agency: Tin Man
Successfully establishing a new generation of drinkers, the Making A Single Malt Fashionable campaign was created by Tin Man to drive forward the anCnoc boutique whisky brand. The campaign tapped into the 25 to 34-year-old target group’s passion for fashion, entering their world as an Accessory of Choice. Branded pocket squares and ne...Star Wars Superfans Go Rogue to Launch New Toy Line
The Walt Disney Company
Agency: Disney Consumer Products and Interactive Media
Starbucks Global Unveiling of Holiday Red Cups Designed by Customers
Starbucks
Agency: Zeno Group and Edelman
#CondomEmoji
Durex
Agency: Premier
Targeting 16 to 25-year-olds, the international campaign reinforced the Durex brand and condom range at the centre of the safe sex conversation surrounding the global fight to combat HIV and AIDS. Perfect timing and co-ordination of key phases using strict embargoes delivered unprecedented success for Durex. The campaign unified global youth co...Campari Shakes it Up for Charity
Campari America
Agency: M Booth
Jameson Shakes Up The Influencer Playbook
Pernod Ricard
Agency: Ketchum
Like A Girl Emojis
Procter & Gamble Always
Agency: MSLGroup
The Always #LikeAGirl campaign, which gained coverage in nearly every targeted publication and 1.5 billion media impressions, successfully challenged the limits society places on girls through stereotypes which lower their confidence during puberty.Mix Mania
Mars Petcare
Agency: Weber Shandwick
Playbook
Politico
The Boldest Choice: Election 2016
Frito-Lay/Doritos
Agency: Ketchum
#BrutalCut
ActionAid UK
Agency: Weber Shandwick
Weber Shandwick rose to the ActionAid UK challenge to turn the spotlight on to the painful subject of female genital mutilation (FGM). Millions of people saw and talked about #BrutalCut, a campaign which saw video messages from Kenyan girls facing FGM unexpectedly incorporated, or cut, into content by vloggers, influencers and publi...#lifejacketlondon
UNHCR, International Rescue Committee, World Vision, Médecins Sans Frontières, Migrant Voice
Agency: Snappin' Turtle
#RestartAHeart
British Heart Foundation
Dolphin Sanctuary Announcement
National Aquarium
Agency: Golin
Keys of hope
Caritas International
Agency: Ketchum
Keys of Hope prints and biographical films thrust the plight of millions of refugees from war-torn Syria into the spotlight, identifying them as real people and increasing traffic to the Caritas International donation platform by 300%.World Pancreatic Cancer Day 2016
United European Gastroenterology
Agency: Spink
a-ha eternalized by Hydro in virtual reality
Norwegian Hydro
Agency: Burson-Marsteller Oslo
More than half the population of Norway, 2.5 million people, engaged with the a-ha eternalised by Hydro in virtual reality campaign, which included capturing a free concert, Norway’s largest, featuring the band a-ha being captured on VR to be enjoyed for ever as if you were there.Building an experiential platform to become a beloved brand
TIMx
Agency: S2Publicom Weber Shandwick
Make the Right Connections
Financial Times
Microsoft Brazil – leading innovation in education and entrepreneurism
Microsoft
Agency: Máquina Cohn & Wolfe
Netflix Everywhere
Netflix
Agency: MSLGroup
New communication methods for sharing information about a major engineering project of the 21st century
Sacyr
Agency: Llorente & Cuenca
#SupportRefugees
European Commission
Agency: Burson-Marsteller
Missing Type International
NHS Blood and Transplant
Agency: MHP Communications - Engine
The Missing Type campaign rejuvenated blood donations in the UK and abroad to such an extent that 25,000 people registered to become new blood donors in England alone, which amounts to saving or improving 90,000 lives.One Shot Against Seven Deadly Diseases
Immunization Technical Support Unit (ITSU)
Agency: Genesis Burson-Marsteller
Mission Indradhanush raised awareness of the value of immunisation against diphtheria, pertussis, tetanus, tuberculosis, hepatitis B, poliomyelitis and measles. Diseases which take the lives of 500,000 children in India every year. A state initiative tackled fears and misinformation through education and reaching out to thos...Rio 2016 - Embratur conquers tourists for Brazil
Embratur
Agency: Máquina Cohn & Wolfe
Showcasing the Power of Olympism at Rio 2016
Qatar Olympic Committee
Agency: Hill+Knowlton Strategies
The Truck Driver's Mother
The Norwegian Labour Inspection Authority/NHO Transport, NHO Reiseliv, NHO Logistikk o
Agency: Geelmuyden Kiese
"Worms" in Lipton Lemon Green Tea®
Unilever
Agency: Edelman
AICPA-CIMA Member Ballot
American Institute of CPAs
Bayer Bee Care Program
Bayer
Agency: Porter Novelli, BBDO and Mastermind Marketing
Positive approach to multi-media campaign, including Tweet a Bee and Feed a Bee initiatives, changed attitudes to crop protection company Bayer’s contribution to pollinator protection and stewardship engaging with nearly 900,000 people through social and live activations.Creating a sustainable network of European mayors to improve the situation of refugees in Europe
Act.Now
Agency: The Skills Group
Daughters of Mother India
Vibha Bakshi
Agency: Weber Shandwick
The outrage of rape victims in India - not only suffering at the hands of their attackers but then facing another ordeal because of their treatment by police - was brought into sharp focus by award-winning documentary filmmaker Vibha Bakshi. Reaction to the brutal rape of 23-year-old Jyoti Singh, who became known as Nirbhaya - meaning fearless ...Daughters of Mother India
Vibha Bakshi
Agency: Weber Shandwick
Like A Girl Emojis
Procter & Gamble Always
Agency: MSLGroup
Music For A Cause
Genesis Foundation
Agency: Genesis Burson-Marsteller
PIZZA HUT CHANGES THE STORY WITH PIZZA HUT: THE LITERACY PROJECT
Pizza Hut
Agency: Creation
The Alphabet of Illiteracy
Pearson
Agency: Weber Shandwick
The Alphabet of Illiteracy campaign, convened and founded by Pearson, the world’s leading learning company, propelled the plight of 758 million people worldwide who cannot read or write to the top of the international political and media agenda. Far from being a developing world problem, illiteracy is rife in the UK and US. It...Vodafone's Anti-Bullying Emojis
Vodafone Group
Partnerships with Snapchat, Snaps Media and Imoji helped the #BeStrong initiative and support emoji tackle cyberbullying head-on across 57 countries, reaching 153.5 million people on social and on-line media with 80 million emoji interactions on Snapchat and 856,349 YouTube views."Deliver the Promise" Campaign
MilliporeSigma, Merck
Bacardi Employees Join No Straws Pledge
Bacardi
Bacardi stirred up people’s perceptions of the company by successfully highlighting another side to its corporate commitments. Having identified environmental impacts and sustainability as two priorities, the No More Straws campaign was launched. Already well on its way to achieving its goals of reducing water consumption by more than hal...Connected By… Our Commitment to Patients
Novartis Oncology
Agency: Porter Novelli
DuPont’s Journey to Three: Driving Performance Through Ambiguity
DuPont
Agency: Gagen MacDonald and Think Marketing
Successful management of DuPont’s mega merger with Dow Chemical and the ultimate transition to three companies, through expanded, more effective internal communication channels, saw an increase in employee confidence in the future and improved business performance.My story
Medicines and Healthcare products Regulatory Agency
Play to move
Telefónica
Agency: Llorente Cuenca
Sustainable September
Avery Dennison
#CondomEmoji
Durex
Agency: Premier
Durex’s most successful global campaign unified youth communities by perfectly reflecting the brand’s positive approach to sexual health through a video which attracted more than 16,000,000 views and the #CondomEmoji trending on Twitter world-wide.Here & Now
Novartis
Agency: Virgo Health
IBD Unmasked
Takeda Pharmaceutical Company
Agency: Ketchum
LELO HEX™ - A Risk-Taking Campaign to Campaign Against Taking Risks
Lelo
Lelo Global Marketing decided it was time to shake the condom market out of its complacency and inject fresh impetus into the industry, the relevance of safe sex, and the fight against HIV and Aids. An unexpected but fundamentally relevant campaign partner was needed and Charlie Sheen was the perfect choice. The world’s most promin...National Obesity Care Week
The Obesity Society
Agency: TogoRun
Global PR categories
"A Fighting Chance"
Samsung Electronics
Agency: Ketchum Sports & Entertainment
An early launch of the Samsung campaign - not to mention nearly 10 million views of the A Fighting Chance trailer on YouTube - elevated Samsung to the number 1 spot among Olympic top sponsors at the 2016 Rio Games in coverage volume and share of voice.#CondomEmoji
Durex
Agency: Premier
Endless Lives of Glass
FEVE – The European Container Glass Federation
Agency: Weber Shandwick
Music Makes It Home
Sonos
Agency: Weber Shandwick
Ground-breaking research provided Music Makes It Home with astonishing facts about the benefits of listening to music out loud, at a time when most of us are listening on smartphones and headphones. The arrival of Apple Music on Sonos speakers provided the opportunity to check out the power of music through a comprehensive study of 30,000 p...Star Wars Superfans Go Rogue to Launch New Toy Line
The Walt Disney Company
Agency: Disney Consumer Products and Interactive Media
The Aurora Prize for Awakening Humanity
Aurora Humanitarian Initiative
Agency: Edelman
The Social Travel Summit Inverness - #STSInverness
VisitBritain and iambassador
VisitBritain locked into a strong direct link between activities on social media and international visitors’ selection of destinations. Harnessing the power of trusted online influencers opened the door to young independent travellers, who are keen to access information that will let them pack as much as they can into every trip. The camp...Waldorf Astoria Driving Experiences
Waldorf Astoria Hotels & Resorts
Agency: Magrino
Campaign announcing Waldorf Astoria’s partnership with Automobile Lamborghini attracted wide coverage in exclusive international publications, generated more than 50 million media impressions and resulted in tens of millions of reactions to social coverage for #WaldorfDrive."A Fighting Chance"
Samsung Electronics
Agency: Ketchum Sports & Entertainment
#LikeAGirl - Keep Playing
Procter & Gamble Always
Agency: MSLGroup
The Always #LikeAGirl - Keep Playing campaign exceeded all expectations. The Olympic Games in Rio provided the perfect high profile platform to deliver the #LikeAGirl mission message that young women can power on through puberty with confidence. The fact that around 70% of girls give up sport at puberty exemplifies the impact of a drop in confidenc...Earth To Marrakech
UN Foundation
Nissan Kicks for Gold
Nissan Motor Company
Agency: Edelman
Stronger Moms
Procter & Gamble
Agency: MMK +
Procter & Gamble firmly established itself as a brand that understands and serves mothers, thanks to the Strong video and Thank You, Mom campaign run throughout the 2016 Rio Olympics, which also saw it achieve the highest likeability rating of all Olympic sponsors and 20 billion plus news media impressions during Games-Time.
Hangar 1 Fog Point
Hangar 1/Proximo Spirits
Agency: ACHE/ Exposure
Hangar 1 Fog Point successfully cracked the saturated vodka market in the US and abroad, with the product selling out, a documentary film attracting 600,000 organic YouTube views and more than six million broadcast impressions attributed to interviews with Caley Shoemaker.IBD Unmasked
Takeda Pharmaceutical Company
Agency: Ketchum
Night at Dracula's Castle
Airbnb
Prudential Relationship Index
Prudential
Agency: RFI Daylight
The Excitement Index
Nissan Motor Company
Agency: Ketchum
Vodafone's Anti-Bullying Emojis
Vodafone Group
Tapping into the stories of influencers who had experienced bullying, and feedback from 5,000 teenagers, gave Vodafone the solid foundations needed for their strong campaign. It crossed borders with more than 1,000 online editorial articles appearing in 57 countries, including 20 Vodafone markets. More than 150 million were reac...#LikeAGirl - Keep Playing
Procter & Gamble Always
Agency: MSLGroup
Marvel x Garage
Disney Consumer Products and Interactive Media
Collaboration with Marvel GARAGE Magazine pushed Marvel into a new fashion-forward frontier, with more than half a billion traditional and social media impressions helping to break into previously untapped brand outlets based around Marvel’s super heroic women.Missing Type International
NHS Blood and Transplant
Agency: MHP Communications - Engine
Linking blood-type letters A, O and B to the missing letters campaign attracted more than its fair share of attention and a flood of new blood donors in this refreshed recruitment drive. The simple missing type idea clearly delivered the desired message in England and translated easily to prove effective in another 21 participating countries. C...Nissan Kicks for Gold
Nissan Motor Company
Agency: Edelman
The Alphabet of Illiteracy
Pearson
Agency: Weber Shandwick
The Alphabet of Illiteracy campaign successfully focused Pearson’s social impact campaign, Project Literacy, with media coverage of the UK and US launches achieving a reach of more than one billion, after which UNESCO invited Pearson to join its Global Alliance for Literacy.The Excitement Index
Nissan Motor Company
Agency: Ketchum
"A Fighting Chance"
Samsung Electronics
Agency: Ketchum Sports & Entertainment
Be A Maker
Lipton
Agency: Salt
Clear about Psoriasis
Novartis
Agency: 90Ten
The Clear about Psoriasis campaign had clear, simple, but important aims - to persuade patients and health care professionals that clear skin is possible and to get them to work together to make it happen. Outstanding visual content, backed up by the latest attention-grabbing research demonstrated the impact of the disease, and crea...Hendrick’s World Cucumber Day cats vs cucumbers
Hendrick's Gin
Agency: Splendid Communications
IBD Unmasked
Takeda Pharmaceutical Company
Agency: Ketchum
Like A Girl Emojis
Procter & Gamble Always
Agency: MSLGroup
Always’ Girl Emojis film, created to help young women through problems encountered during puberty, attracted massive media coverage and more than 50 million social media impressions, eventually being partnered with First Lady Michelle Obama’s Let Girls Learn initiative.Missing Type International
NHS Blood and Transplant
Agency: MHP Communications - Engine
The Missing Type International campaign proved extremely effective driven by the powerful reach and influence of brands attracting more than 25,000 new blood donors across England who were joined by tens of thousands all over the world to help save and improve lives.Ode to Lesvos
Johnnie Walker
Agency: Smarts Communicate
Conversation 2 Commerce
MSLGroup
Daughters of Mother India
Vibha Bakshi
Agency: Weber Shandwick
Broadcasting the Daughters of Mother India documentary across 10 mainstream channels in eight languages to 10 million people, not only highlighted the shocking issue of how rape victims were treated by the police, but gave people in India, and around the world, hope that the situation could be improved. Police admitted there was a n...Like A Girl Emojis
Procter & Gamble Always
Agency: MSLGroup
MSL Group achieved the Always #LikeAGirl campaign’s aim of empowering girls to feel limitless and confident through 30 million video views worldwide and girls demanding change with the help of organic tweets from actor/activist Emma Watson and First Lady Michelle Obama.Netflix Everywhere
Netflix
Agency: MSLGroup
St Andrew’s Day 2016 – Where is Andrew?
VisitScotland
Vodafone's Anti-Bullying emojis
Vodafone Group
Building a Global Blueprint for Financial Inclusion
Ant Financial Services Group
Challenge 22: A Lasting Legacy
Agency: Ketchum Raad Middle East
Girls4Tech
Mastercard
Mastercard’s Girls4Tech initiative continues to inspire girls to develop the STEM knowledge needed to become leaders of tomorrow, having now expanded into 15 countries and generating a gross social media reach of 15 million people throughout the last year.Like A Girl Emojis
Procter & Gamble Always
Agency: MSLGroup
As a result of this campaign to improve girls’ confidence and help them break through stereotypes society places on them as they cope with the changes of puberty, the Unicode Consortium approved 13 new emojis to better represent and empower girls. The continued #LikeAGirl strategy was focused by research carried out by Always that discove...The New Deal – Addressing the root causes of fragility, conflict and violence
The International Dialogue on Peacebuilding and Statebuilding
Agency: Aequitas Consulting
Vodafone's Anti-Bullying Emojis
Vodafone Group
Millions of #BeStrong emoji interactions, backed by even more reactions on social media and positive editorial articles online across 57 countries, resulted in political recognition of the importance of the campaign and a vast improvement in young people’s perception of Vodafone.People and agencies
Cohn & Wolfe
Exceptional growth fuelled by evolution and expansion saw a third consecutive year of double digit revenue increase for Cohn & Wolfe, with particular success in the major markets of Germany, China, the United Sates and the UK.FleishmanHillard
Ketchum
Weber Shandwick
Sticking to core values in the face of global complexity and uncertainty led to continued success for Weber Shandwick in 2016. Global revenue increased nearly 10 per cent in 2016, with nearly seven per cent organic growth on top of 12% in 2015. Fifteen global markets saw double digit growth. The agency now represents nearly half of the Fortune ...Golin
Instinctif Partners
Ten consecutive years of growth, added to a formidable client base and a culture of innovation, shows how daring to be different has paid dividends for Instinctif Partners. Continued revenue growth in 2016 saw fee income reach £33.3 million with a turnover of £42.3 million. The partnerships client base expanded by 14% with editi...Llorente & Cuenca
TogoRun
Zeno Group
Highlights for the Zeno Group during 2016 included record revenues of more than $59 million, worldwide growth of 30 per cent, and redefining itself and what a mid-sized firm can achieve on the international stage in the process.
Financial Times
The Financial Times team has been able to make the most of 2016’s unpredictable news events and changing global world order, because its brand campaigns and integrated communications were editorially driven. The team can react immediately with creative output to events like the EU referendum. The 20-strong Communications and Brand Team co...Lego
A brand that connects the generations, the name trips off the tongues of toddlers and grandparents alike. It fuses building skills with creativity and imagination, managing to be both universal and constantly relevant, reflecting changes in culture, technology and play. Not content to rely upon its reputation for quality and durabil...Daughters of Mother India
Vibha Bakshi
Agency: Weber Shandwick
Barby K Siegel
Agency: Zeno Group
With Barby K. Siegel inspirational at the helm, Zeno fast forwarded its transition from traditional PR to integrated communications, redefining what a mid-size firm can deliver. During 2016 the firm grew 30 per cent worldwide which included its first acquisition, 3 Monkeys Communications in London. Zeno has achieved seven consecutive ye...Gail Heimann
Agency: Weber Shandwick
Karen van Bergen
Agency: Omnicom Public Relations Group
Patrick Ford
Agency: Burson-Marsteller
Patrick’s inimitable character and 30 years of specialist experience forms the basis for his exceptional team leadership and inspires the respect he has earned throughout the public relation industry, leading to several major awards and accoladesRob Flaherty
Agency: Ketchum
