Jury's Excellence Award for the Best Campaign

Caritas international / Deutscher Caritasverband
Keys of Hope
Ketchum Pleon and BBDO

Refugees leave everything behind, except of their house key. It reminds them of what they used to have and what they hope to achieve again. The idea of the campaign was to tell 10 stories behind 10 keys to give refugees a voice, they don’t have in the media. Thus, regular keys influenced political debates, as the anonymous crowd of refugees became human destinies again who need our solidarity.

01. Agency of the Year

achtung!

Since its establishment in 2001, the agency achtung! has undergone a unique transformation. Today it is considered to be Germany’s most creative agency – one with PR in its DNA and one which has taken all disciplines in its stride. achtung! employs 160 people and is the European lead agency for the airline SWISS. On a global basis it operates for Kaldewei and Schwarzkopf Professional. achtung! is one of Germany’s ten biggest PR agencies and one of the 20 biggest owner-run advertising agencies.

Cohn & Wolfe

Cohn & Wolfe, a global communications agency, builds brands and corporate reputations through an uncompromising commitment to creativity. The agency’s strategic approach unearths fresh, relevant insights leading to communications solutions that deliver measurable business success. Throughout its 45-year history, Cohn & Wolfe’s brand marketing work and world-class digital media campaigns have attracted top brands around the world.

Edelman

Edelman is a leading global communications marketing firm that partners with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations. We provide strategic thinking and deliver high-impact campaigns, across the full spectrum of communications. Grounded by core values and strengthened by our independence, we are committed to providing the highest standards of client service and talent development.

Interel

Interel is an independent specialist global public affairs agency with own offices in Brussels, London, Paris, Berlin, Washington DC, Delhi and Beijing. We have built a network of best-in-class independent public affairs agencies covering more than 60 markets worldwide, and growing. We work with global clients across multiple markets, helping them to shape their operating environment and manage risk through proactive engagement with influencers and innovative communication.

Lansons

Lansons was established in 1989 and is possibly the only truly “employee owned” business in the PR industry, with 41 partners, 35% of the agency, owning the whole partnership. In an increasingly internationalised, corporate industry we are one of the largest independent consultancies in the UK.

TamTam

From our humble beginnings in 1996, we’ve grown into a 180-strong team of creatives, coders and data scientists. With offices in in Amsterdam and Rotterdam, we’re ready to take on any digital challenge.
To us, the key to digital success is a careful balance between creativity, data and code. As an independent, full service digital agency, we’re committed to building brands through awesome digital experiences that make people smile.

02. New Agency of the Year

Marchmont Communications

Marchmont is a boutique London-based communications agency. We offer strategic support to clients engaging around the world’s most pressing international development challenges – from global food security, sustainable agriculture and natural resource management to climate change, public health and innovation. We believe in the power of a conversation to change the world. We combine our deep sector expertise and networks with the creativity, insight and rigour of seasoned communicators.

Djembe Communications

Djembe Communications creates integrated communications solutions aimed at creating, supporting and protecting organizations’ reputations and realizing their goals. Since 2014, we have advised global and multinational organizations in their quest to achieve their full potential across the African continent and beyond. Our ability to deliver on this promise comes from attention to detail, rigorous planning and logical, research-driven strategies.

Sparks & Co

Humanity’s prosperity can only be addressed today through innovation, but ideas alone are not enough. Sparks & Co gives science a wider voice to help researchers in Europe communicate to help solve the challenges of the future. Inspired by the passion for what we do, we work to reduce the breach between society and science, spreading the real impact of our projects in the everyday life. We believe it is the only way to provide humanity with the tools it needs in the fight for a better tomorrow.

03. Communications Team of the Year

International Paralympic Committee

In 2016 the IPC took global awareness of the Paralympics Movement to new levels and added credibility to the organisation. The IPC website had 7 million visits – 3 million above target, digital activities reached more than 1.8 billion people and the Rio 2016 Paralympics delivered record global media coverage. In addition, the IPC dealt with three crises in 6 weeks – the Russian doping scandal and suspension, Rio 2016’s financial issues and the death of a cyclist during the Rio 2016 Paralympics.

Deutsche Telekom

The Deutsche Telekom communications team work on a cross-European basis, managing a diverse group of stakeholders both geographically and culturally. Most recently, the communications team have been working as part of a single integrated team, spanning 14 countries, including the UK and Deutsche Telekom’s home-market, Germany, to launch Sea Hero Quest, the first mobile game to help advance global dementia research.

SABMiller

SABMiller’s Group Communications and Reputation team includes 13 dedicated professionals working across two different sites, in Woking and London. We provide communications guidance to approximately 70 communication professionals in 80 countries, to reach out 70,000 employees around the globe. The team covers internal communication (7 people), media relations (2 people), digital communication (3 people), led by the Communication Director.

Schroders

A bright and dynamic team that delivers innovative global projects and shapes opinions through effective communication with an approach that puts unconditional collaboration at the forefront. Together they have executed: an International Media Conference – a truly business wide and global initiative; an International PR agency day – enhancing performance through education; introduced the new Group Chief Executive – communicating a new company structure and strategy; managed Brexit communications

World Economic Forum

Our job is to engage the interested global public in what can be complex, challenging and nuanced issues. We have a threefold strategy: (1) maintain the strongest relationships with the world’s top media leaders, disseminating to as wide an audience as possible our world class research and insights; (2) build the power of our owned media channels to ensure that our message reaches an ever increasing audience directly; and (3) measure the effectiveness of everything we do, experiment and improve.

04. PR Professional of the Year

Craig Spence, IPC

Leading a team of 10, Craig has helped transform the IPC into one of world sport’s most credible global governing bodies. His team delivered record results for the Rio 2016 Paralympics, engaging billions of people and took awareness of Paralympic sport and athletes to new levels around the world. As spokesman he steered the IPC through three major crises in 6 weeks in 2016 – the IPC’s reaction to Russian doping, Rio 2016’s financial crisis and the death of a cyclist during Rio 2016. A busy year!

Lucy Sharp, Seedrs

First in house PR & Communications Director at Seedrs, a hyper-growth early-stage fintech business that offers an equity based funding solution for European startups whilst democratising investment for retail investors interested in building portfolios within the early stage investment asset class.
Having left Amazon in January, I’m now responsible for executing Seedrs new PR strategy for Seedrs and generating awareness of the brand as the leader in the European equity crowdfunding space.

Rose Beaumont, Mastercard

Rose Beaumont is group head, Communications for Mastercard Europe. In this role, Rose leads Mastercard’s internal and external communications throughout Europe – focusing on delivering integrated communications solutions that drive Mastercard’s business performance, enhance our reputation and drive engagement and understanding across all audiences.

05. Transport & Logistics

C.S.CARGO
I´m a woman and I drive for C.S.CARGO Team
AMI Communications

C.S.CARGO embarked on an original recruitment campaign focused on women drivers. By marrying a widely publicly discussed subject (shortage of drivers) with an attractive topic (women in unconventional careers), we succeeded in: 1) delivering on the client’s expectation to hire new personnel; 2) increasing the media awareness of the client; 3) establishing C.S.CARGO as a trendsetter in this area.

BMW Group
BMW Group NEXT 100 YEARS
Interone

On 7 March 2016, the BMW Group turned 100. But instead of only celebrating their history, the BMW Group looked into the future of individual mobility and initiated a bold, year-long project. Welcome to THE NEXT 100 YEARS.

DB Mobility Logistics
Mein abgefahrener Sommer
Exit-Media

21 cities within 21 days: Mein abgefahrener Sommer (my fabulous summer) is an Influencer Campaign for Deutsche Bahn aiming at young adults to increase their interest in traveling by train. Social Media Blogger Vanellimelli traveled through Germany, visiting a new city every day, where a host would show her the highlights of their town. The YouTube Challenge ended with a vote for best host.

Goodyear
ThinkGoodMobility
Burson-Marsteller

‘ThinkGoodMobility’ explores views on future mobility, with a focus on millennials. Using online and offline tactics, the campaign reached more than 44 million people, and positioned Goodyear as a connector in the future mobility debate. The campaign pointed to the next big thing in mobility, autonomous vehicles, for which Goodyear developed the first revolutionary spherical tire.

PostNord Sverige
Launch of the Pride Flag Stamp
MSLGROUP Stockholm

The communicative starting point for the launch of the world’s first Pride Flag stamp was based upon the image of Sweden. The launch succeeded in engaging and including large parts of the Swedish population while using the stamp issue as a message carrier for PostNord. The launch was the most publicised and talked-about news items in Sweden with over 100 articles including all the main messages.

06. Energy

Total
The Total Energy Summer School
Petrus Communications and Creative Content

In July 2016, 150 students, senior faculty and industry experts from 33 countries gathered at the first Total Energy Summer School to discuss the future of energy and the crucial role of education in addressing the energy challenge. With 11,000+ registrations and 15 million online audience from launch to the live-streamed sessions, the message was clear that the future of energy starts with Total.

DONG Energy
Gør Danmark grønnere / Make Denmark greener
Hill+Knowlton Strategies Denmark

Denmark’s biggest energy company, DONG Energy was fighting a poor image while facing an IPO. The solution was Gør Danmark grønnere (Make Denmark Greener) – an online dialogue campaign targeting the general public. More than 3 mio. Danes where exposed to the campaign. Some campaign banners had 300 higher click rate than regular banners. Reputation rose with 7% in just eight weeks.

E.ON SE - Digital Transformation Unit
E.ON Festival of Lights - #lightsbyEON
Torben, Lucie und die gelbe Gefahr

Berlin’s 11th Festivals of Lights partnered with German energy supplier E.ON as their official sponsor. For this occasion, E.ON and TLGG created a campaign that translated the local, yet internationally renowned event into a digital experience. At the very heart of the campaign was an Instagram competition and a microsite extending the event with an interactive gallery and a real-time heat map.

Enel Spa
Enel Open Power launch

Enel, a global energy leader, has launched Open Power, a
platform for growth, combining our reach and scale with the
opportunities of an open and connected world. With Open
Power we’ve redefined the brand of Enel and the way we
interact with our stakeholders, from our new logo and our
brand expression to the new web and customer experience
and the way we do business in more than 30 countries.

Task Force for Shale Gas
Execution of final report; Task force on Shale Gas
Edelman UK

The Task Force on Shale Gas was established to provide a transparent, trusted, independent and impartial platform for public scrutiny, discussion and information about shale gas exploration and production. The Task Force reports analysed and published the facts on topics that mattered most to the public – local impact, environmental protection, climate change and economics – informing the debate.

07. Technology & Consumer Electronics

Samsung Netherlands and Veilig Verkeer Nederland
Beat The Street
Cheil Amsterdam and HvdM

A large number of children are involved in road accidents, mainly due to the children’s lack of experience. To address this problem, Samsung and the Dutch Traffic Safety Association (VVN) developed the Gear VR game ‘Beat The Street’. In this VR game, young people experience dangerous traffic situations that are very true to life. Beat The Street gained an impressive amount of free publicity.

Lenovo
Illuminated Ink Tattoo Parlour
3 Monkeys Zeno

To encourage trial and buzz around the new Lenovo YOGA Pro 3 tablet, we used the built in projector USP. With art as a passion point of our younger audience, we created ‘Illuminated Ink’ – the UK’s first try-before-you-commit projector tattoo studio, where consumers had their chosen tattoo projected onto them. We kicked our campaign off with an April’s Fool Day stunt. Results outstripped all KIP’s

Lenovo Romania
Game Like a Pro!
Graffiti PR and Digital Star

Lenovo Y approached an overly-specialized audience with data about an athlete’s discipline, acknowledging gamers’ passion and efforts, also convincing the media to move away from the technical specs. While training Romania’s future champions, Lenovo promoted the athlete-gamer as opposed to the classic image of the overweight teen who doesn’t go out too much.

Microsoft Sweden
Carry right. Carry light.
JMW kommunikation

Everyday we are bombared with ads. And most of us don’t even like advertising. So we created an interactive scanner ad that helped people correct their posture in real time and at the same time communicated the fact that the Surface Pro weighs only 766 grams. A video showing people interacting with the ad has generated 55 news articles, 2,6 million impressions and reached 900 000 in Sweden.

Salesforce Germany
The End of the “German Angst” – How Salesforce Convinced Medium-Sized German Companies
Fink & Fuchs Public Relations

The “German Angst” surrounding cloud computing in the SME sector, is passé. Salesforce defined medium-sized companies as its most important target audience and convinced them. Dialogue was expanded by an integrated communication campaign. Corporate messaging was revised to speak the language of German SMEs. PR/Business goals set were exceeded by far and a very good cost-per-lead ratio was achieved.

08. Chemicals & Industrials

Norsk Hydro
A-ha eternalized by Hydro in Virtual Reality
Burson-Marsteller Oslo

Burson-Marsteller developed a new brand strategy for aluminium-company Hydro building on the concept that the metal can have eternal life. To reach a new audience we partnered with the “eternal” pop-band a-ha. We decided to eternalize them in virtual reality. The response from the Norwegian target group was massive.

AkzoNobel
Launch Team AkzoNobel
Bureau voor Reuring

AkzoNobel wants to be known for Innovation, Sustainability and Human Cities (make cities more lively, colorful and protect them) and aims to bring this to life through participating in the Volvo Ocean race with Team AkzoNobel. In line with Human Cities, we brought the brand to life by painting an iconic landmark in decay: the Pier of The Hague, finish port of the Volvo Ocean Race in 2018.

Covestro Deutschland
MOVE- Bayer MaterialScience becomes Covestro

On 15/09/01, Bayer MaterialScience becomes Covestro in a carve-out, followed by an IPO. This change process demands for a dedicated internal and external COM plan, customized to the various stakeholders, based on the strategic direction of the new company. The Covestro communications team works closely together with all relevant areas to facilitate this brand roll-out efficiently and successfully.

Henkel
Henkel saves the mask of Tutankamun

How Henkel saved the mask of King Tut and told the world: During maintenance work at the vitrine the beard of the mask fell off and was hastily glued back with aggressive epoxy glue. The gap was visible and the beard crooked. Henkel immediately offered its expertise as leader in Adhesives and showed the world that the company can find a solution for every “sticky” problem.

Vopak Management Netherlands
Vopak Vitaal
Buro Rietveld

Vopak is an international terminal based in the Netherlands. The company has a strong ambition to
have active and healthy employees. Vopak asked Buro Rietveld to develop a campaign that would motivate it’s employees to live healthy and register for the NN Marathon Rotterdam. We developed a strong content campaign with Rotterdam’ actor Martin van Waardenberg as anti-hero for a healthy lifestyle.

09. Telecommunications

Samsung
Face Your Fear
Wenderfalck

By using the power of Virtual Reality, Samsung managed to create an immersive VR-app that helped people overcome their fear of spiders. The VR-app was based on research and psychology, and was released to the public to download. Campaign created a reach of 41 012 331 people, download of app increased 50% and large international media, VICE, NPR, Daily Dot made great stories about the project.

Ericsson
The Ericsson Mobiliy Report
Harleys

When Ericsson wanted to reinforce its position as the industry’s authority on emerging trends, Harleys worked with the company’s Strategic Marketing department, creating a solution to share the organisation’s insights on the world’s mobile networks. Today, the Ericsson Mobility Report (EMR) is hotly anticipated by media and industry professionals the world over, and increases its reach every year.

Magyar Telekom
“Become an IT Specialist!”
Uniomedia Communications and MEC Hungary

There are 20,000 IT vacancies in Hungary. Telekom created „Become an IT Specialist!” program aimed at creating future IT specialists. Our shoestring budget creative PR solution spoke directly to Generation Z through relevant channels, raising interest for the program, keeping topic alive in the long-run and building the responsible company image of Magyar Telekom.

Telefónica
Telefónica, Play to Move
LLORENTE & CUENCA

For the launching of Telefónica’s new global Responsible Business plan and its overall strategy “We Choose Everything”, the company set us the challenge of sharing with the entire company something that has been with them for a long time, but which people have not wholly embraced: the principles of Responsible Business.The solution: Play to Move, the first transmedia internal communication project

Turkcell
Letters to Gallipoli
Pure New Media

As Turkey’s communication leader, we built a communication bridge between today and the soldiers who lost their lives on the Battle of Gallipoli in 1915. With our website canakkaleyemektuplar.com, we gave people the chance to answer the letters that were written but probably never replied back than. All of these letters will become trees bringing life to those soldiers in the Forest of Peace.

10. Finance

Swiss Life
Retirement Trainees
Jung von Matt/Limmat

It’s possible to try out most things in life, but not retirement. This is precisely what was done in Retirement Trainees, a campaign by Switzerland’s largest provider of financial services. Four documentary films by famous film-makers portray young people spending time with retirees. Over 6000 hours of viewing time, 1 million earned reach and over 14,000 social interactions.

ABN AMRO MEESPIERSON
Financial Focus
LVB Networks

Financial Focus is the highly successful, always-on content strategy of Dutch private bank ABN AMRO MeesPierson delivering ‘wanted’ tailormade content to the rich and wealthy and turning them into leads and clients for the bank.

Cosmos Lebensversicherungs (CosmosDirekt)
”Who if not I ?“ – Germany’s most wide-reaching insurance-campaign.
fischerAppelt

Today we want to live individually. Insurer CosmosDirekt sets up a PR-storytelling for self-responsible people that convinces media and consumers. It asks consumers about their problems and gives them expert’s advise. The campaign presents the matter-of-fact topic ”insurances“ in an entertaining way without sacrificing the information value. With the result of more than 8.500 media-publications.

ING
The Next Rembrandt
J. Walter Thompson Amsterdam

The Next Rembrandt is a 3D printed painting based on Rembrandt’s artwork. The project brings together the innovative character of ING with one of the most important sponsorships: Dutch art and culture. The painting was unveiled on the 5th of April in the presence of the Dutch press. After worldwide media attention, the painting went on tour and was displayed in various big cities.

K&H Group
Gap in the market
OMD Hungary, Laboratory Group and LA Communications

It is difficult to identify business opportunities that actually address customer needs.K&H Bank provides a solution to this problem by relying on consumer ideas to discover all those market niches where SMEs can start up a successful business. More than 16,594 ideas were uploaded to the microsite that we set up for the ideas in less than a month, and we have received 39,120 votes for these ideas.

11. Health

Philips
The Philips Breathless Choir
FleishmanHillard, as part of OneVoice Connect a consortium of Omnicom agencies

Philips brought together 18 people for whom breathing is a constant challenge and documented their journey as they conquered their fears and defied expectations by undertaking the impossible: learning to sing. The Breathless Choir was launched on World COPD Day (November 18, 2015) to support the Global Initiative for Chronic Obstructive Lung Disease to improve awareness and care of COPD worldwide.

Gedeon Richter
80 ml, a bloody story
Rippler Communications, DET and Resultify

How can you raise awareness about a disease – uterine fibroids – whose main characteristic is the abstract fact that women bleed more than 80 milliliters during menstruation? Understanding that it limits these women’s everyday life, we created an online self-test with humorous, shareable cartoons illustrating frustrating moments. In four weeks, almost 10 % of our target group visited www.80ml.se.

Norwegian Directorate for Health
How to make SNUS uncool
Burson-Marsteller Oslo and Try

A concerning trend in recent years has been dramatic increases in the use of a smokeless tobacco product called “snus”, which is very popular among Norwegian youth.
The anti-snus campaign was launched in October 2015, and has already had an impact on the way Norwegian youth perceive snus. Seventy-two percent of young people who use snus monthly have been inspired to quit.

Opel
Heartbeat of the stadium
Bijl PR and Triple Double

A campaign to raise awareness of the need for more citizens to register themselves in the national call system to provide first aid after a cardiac arrest, so enabling the creation of a 6-minute response zone across The Netherlands.

Sanofi Pasteur
Influenza Awareness Program
Uniomedia Communications

Flu vaccination coverage rate at 6-7% is extreme low and has been declining in the past 4 years in Hungary (vs. above 40% of adults in ’13-14 in US). Sanofi Pasteur, with the participation fo the national authority, launched a campaign that relied on a PR stunt to fight a common misbelief. Not only did they manage to stop the decline, but reversed the trend, showing a slight increase this year.

12. Fashion & Beauty

Fretex Norge
Fretex Gründer Challenge
PR-operatørene

The second-hand chain Fretex wanted to attract the ones who sets the fashion standard. PR-operatørene targeted students in order to change perceptions of young people. Students from a range of Norwegian universities were challenged to develop their own concepts in order to draw attention among others and inspire new Fretex stores, reaching over 1,5 million people.

Barbie - Mattel
Barbie Fashionista
Hill+Knowlton Strategies

In 2015 fashion icon Barbie had a full body revamp to take her off her tiptoes and into the twenty-first century. To celebrate the Spanish release of Barbie’s realistic new body, H+K invited fashion’s finest magazines including Elle, Harper’s Bazaar and Glamour to design 32 looks, and local artists who sewed the dresses. We unveiled the designs in an open exposition during Madrid Fashion Week.

M&S
London Inn Athens
V+O Greece

In the midst of a turbulent economic situation (capital controls), we achieved to deliver a creative & low budget media event, presenting the new M&S collection and achieving high level of interaction / attendance along with vigorous social media buzz. The creative concept took our guests by surprise, further building brand’s dynamic fashion image and its strong media relations.

Moncler
Moncler Milkytags
Early Morning

Milkytags is a real-time tool that allows you to research, control, moderate and apply user generated content taken from any social media platform.
Milkytags can be enjoyed through mobile, desktop, or any screen you desire.
We curated different activities for Moncler in 2015-2016 thanks to Milkytags and its applications.

Springfield – Grupo Cortefiel
#JoinThisWave
Marco de Comunicacion

How did MdC wave goodbye to Springfield’s stuffy image, reclaiming millennials love for the brand? By creating the “#JoinThisWave” campaign covered by 300 media with a total reach of over 307 million. By generating 25.000 likes and 700 comments. By having 2.000 Millennials do ‘the wave’ live in stores. By throwing THE fashion industry party. Results: sold out stores. All that… in just 4 months.

13. Retail

KIWI Norge
The Great Leap of Perception
Geelmuyden Kiese

In 2013, KIWI ranked 36th on YouGovs BrandIndex. Our goal was to get KIWI into the top ten of the Index within five years. We made an offensive communications strategy. KIWI had hundreds of great, authentic stories to tell, but was under communicated. Today, KIWI ranks number 1 on the BrandIndex in Norway. A holistic approach to storytelling was key in securing the public’s love for the brand.

Aldi
Jean's Speech
Weber Shandwick

How do you get over 800,000 people to watch a supermarket’s end-of-year video roundup? We took inspiration from the British Queen’s annual Christmas Day speech: Jean’s Speech, from an 87-year-old Aldi fan, creatively crammed 12 months of Aldi’s business success into less than four minutes. Collaboration turned marketing and corporate messages into engaging content that delighted consumers.

Belstaff
The World’s First Facebook Film Premiere
Weber Shandwick

Heritage brand Belstaff had produced Outlaws, a short film featuring David Beckham in his first lead acting role. We created the world’s first Facebook film premiere, wrapped with exclusive content including a Q&A with Beckham. In one week, there were 17.9 million views of the film. Total reach to date: 50 million. In launch month, Belstaff was the highest performing luxury brand on social media.

ebay
eBay Sneakers Art Gallery
achtung!

eBay wants to benefit from the growing sneaker market. The problem: eBay is seen as a mainstream marketplace and sneaker fans tend to buy from hip niche stores. How can eBay attract these individualists? They host Germany’s first Sneakers Art Gallery! eBay offers the stage to sneaker influencers who act as “curators” – presenting sneakers in a pop-up art gallery. The response is overwhelming.

ITV
Scrabbling Around: Scrabble and I'm a Celebrity Get Me Out of Here!
The Story Lab and Carat

Scrabble and ITV’s I’m a Celebrity Get Me Out Of Here teamed up to re-position the brand as young, cool and exciting. The game was naturally weaved into the show’s Dingo Dollar Challenge, and multi-platform executions launched the partnership at further scale. The show was watched by 9.1m adults (2.49m 18-35 Ads), and product placement positively transformed perceptions with this key audience.

14. Sports & Lifestyle

Björklöven
The True Colours
Punkt PR

An ice hockey club faced with scandal and poor results. Fans who are losing faith. How can we reverse this downward trend? Solution: we stop talking about games and instead focus on backbone, values and feelings. True colours urges players and spectators to stand up for who they are and what they believe in. Public support picks up, the fanbase grows and hockey is no longer just about hockey.

ALFA
Go explore
Norsk Friluftsliv, PR-operatørene and RedRabbit

The traffic on ALFA’s website was multiplied by ten when they announced the world’s toughest and simplest job. “The Explorer” has generated 110 media clips reaching eight million people. Halfway into the project ALFA have already increased their sales with 12 percent and reached all their communication parameters.

Nova TV
Gol.hr - EURO 2016. content

As the EURO 2016 was the most important sports event of the year and website GOL.hr didn’t have rights for the official broadcast of matches, video summaries and goals, we wanted to offer our users other exclusive content unmatched by the competitors. During a 2-month period, team of ten created 4 web applications, funny video impersonations, match analysis and exclusive live content from France.

Renault Italia
Dacia Family Project
MSLGROUP - Publicis Consultants Italia

Dacia involved Udinese supporters to create a new generation of football fans, a response to empty stadiums and violent support. For the 1st time, in the Italian Football Championship, more than 100 pregnant women populated the stadium and 20 of them lined up with the football players wearing a special Udinese shirt, to underline that the love for their favourite team could be born from the belly.

Svenska Spel/Oddset
The goal net hammock
Jung Relations

How do you celebrate team Sweden making it to the Euros 2016? The goal that actually took Sweden to France, scored by Zlatan Ibrahimovic against Denmark on their home field, will forever be a Swedish football milestone. Svenska Spel, the main sponsor of Swedish football, decided to perpetuate it – by creating a hammock out of the very same Danish net as Zlatan kicked the winning goal into.

15. Entertainment & Culture

ING
The Next Rembrandt
J. Walter Thompson Amsterdam

The Next Rembrandt is a 3D printed painting based on Rembrandt’s artwork. The project brings together the innovative character of ING with one of the most important sponsorships: Dutch art and culture. The painting was unveiled on the 5th of April in the presence of the Dutch press. After worldwide media attention, the painting went on tour and was displayed in various big cities.

Amaya
EUREKA POKER TOUR BUCHAREST BY POKERSTARS
Grayling Romania

EUREKA POKER TOUR BUCHAREST 2016 organized by PokerStars aimed its focus on raising awareness for PokerStars presence on the Romanian market under new licence and local regulatory requirements. The success of the project was determined by the presence of Daniel Negreanu aka KID POKER in Romania, the native country of his parents and by the creative use of Robotzi series, a digital phenomenon.

Imax
Experience Earth Like Never Before with IMAX’s Beautiful Planet!
FleishmanHillard Vanguard and SPRQL

Russian launch of IMAX’s “A Beautiful Planet” film was a challenge given the low interest to documentaries as a genre in the market place. 360 PR campaign based on the theme of fascinating space journeys embraced a series of activities, incl. a press-tour to the mission control center and interviews with cosmonauts, and created a huge buzz and massive positive coverage reaching up to 27M people.

Netflix
THE NEW WAY TO WATCH TV
Marco de Comunicacion

Only 10% of Internet users knew Netflix before its arrival. MdC changed that in 5 months to hit 100% brand awareness. 30.000 feature stories, 87 prime time TV pieces, 200 interviews, a press conference and 4 press trips later, the sales forecast was pulverized. The actual launch became the most sought after industry party with 80 celebrities walking the red carpet and omnipresence in social media.

Oper Stuttgart
Opera House of the Year 2016

Oper Stuttgart launched a major communications campaign for improved local, regional, national and international visibility of the opera company, its artistic ensemble, and the leading team. The key concept involved an intensive exchange with the media, cooperation with a multitude of partners and a special focus on film to promote key messages.

16. Science & Education

Industrie- und Handelskammer Südlicher Oberrhein
"Kariyer-Macher“ A campaign for young people of Turkish origin
Schleiner + Partner Kommunikation

For many years the prophecy of doom predicts: “Turks are the main problem of integration” (Die Welt, 17.10.2010). “Berlin: every second Turk is unemployed” (Tagesspiegel, 27.08.2008). But the prophecy of doom does not help. Therefore the campaign “Kariyer-Macher” uses the tools of PR communication to bring together young German-Turks and entrepreneurs. For mutual benefit.

Climate-KIC
Edelman for Climate-KIC
Edelman UK

A collaborative journalism project, including Edelman, Climate-KIC and FT, to create the world’s first data visualisation to give a line of sight of the future effectiveness of pledges to curb climate change. The COP21 Calculator, a 100% earned campaign, contributed to an historic global climate deal in Paris in December 2015; and positioned Climate-KIC as a world leading data science authority.

KTH Royal Institute of Technology
Hitchhiking with Hawking
Sitrus Agency

Stephen Hawking came to KTH last year to present a new theory on black holes to his peers – 30 of the world’s most influential physicists. This was not KTH’s event, but by finding a creative way to tie our brand to Hawking’s historic announcement of a new theory, we raised the profile of KTH worldwide, especially in countries where the university is targeting recruitment.

Samsung Netherlands and Veilig Verkeer Nederland
Beat The Street
Cheil Amsterdam and HvdM

A large number of children are involved in road accidents, mainly due to the children’s lack of experience. To address this problem, Samsung and the Dutch Traffic Safety Association (VVN) developed the Gear VR game ‘Beat The Street’. In this VR game, young people experience dangerous traffic situations that are very true to life. Beat The Street gained an impressive amount of free publicity.

Telekom Serbia
Tesla's Time Machine
RED Communication

Telekom Serbia Company, the client of RED Communication PR Agency, has created an innovative 4D art project "Tesla's Time Machine", evoking the most important moments and discoveries of the genius inventor, Nikola Tesla. This unique multimedia event was performed in four largest cities in Serbia in front of tens of thousands people, gathering huge interest of the public and over 350

17. Travel & Tourism

Swedish Tourist Association
The Swedish Number
Cohn & Wolfe and INGO Stockholm

The Swedish Tourist Association, in honor of the 250th anniversary of the country abolishing censorship, recently created a phone number that let people from anywhere in the world instantly connect with a Swede. The campaign captured global attention generating nearly 180,000 calls from all around the world.

Accor Gestion Hôtelerie et Services
ibis Hotels «RICH & FAMOUS»
Jung von Matt/Limmat

Hotel brand ibis launched an interactive campaign to celebrate their new hotels in Switzerland. Fans of ibis had the opportunity to become the new face of ibis and be photographed by snowboard star Iouri Podladtchikov. The result: all major lifestyle-media outlets covered the story (over 9 million reach), 66,000 unique visitors with 7,000 social-media interactions on the campaign website.

Croatian National Tourist Board
Out of Office
Grayling Deutschland, Grayling Croatia, Grayling Austria and Grayling UK

The Out of Office Award was a multi-market, multi-channel campaign designed to increase awareness of Croatia and create a link between Croatia and “out of office” messages. The creative and integrated approach (owned, earned and paid media) proved to be extremely effective, with a Facebook reach of over 8 million, OTS (media coverage) of over 317 million and CWMC (PR Value) of € 5,302,280.

HomeAway France
#EiffelTowerAllYours

This summer, HomeAway, national accommodation sponsor of UEFA EURO 2016, made history by giving 4 families the chance to be the 1st to ever spend a night in one of the world’s most iconic landmarks: the Eiffel Tower. With over 2,500 articles in 30 countries across 6 continents, garnering over 2.5 billion impressions, #EiffelTowerAllYours was HomeAway’s most successful PR-campaign to date.

Visit Brussels
#CallBrussels
Whyte Corporate Affairs and AIR

Since november 2015, the international media portrayed Brussels as a warzone. With the #CallBrussels campaign, we aimed to convince tourists intending to visit Brussels that there is no reason to revise their travel plans. The campaign gave a platform to people from Brussels to defend their city. The idea was simple – who better than the people of Brussels can answer questions from tourists?

18. Food & Beverage

Unilever
Knorr - Love at First Taste
Edelman, Mullen Lowe, Phd Media Planning, Mindshare Media Buying and Joule

Knorr set out to drive reappraisal with Millennials by tapping into our shared passion for food & cooking. Research showed flavour was key in relationship compatibility so we set up blind dates matched entirely by flavour, filmed the results & created an online Flavour Profiler to help viewers find & share their profile. The campaign launched a global conversation with over 2B imps & 108M views.

Mills DA and Egmont Kids Media
Bringing Food Tranquility to the people
Trigger Oslo

In 2015, grocery producer Mills launched the concept “MATRO” (=FOOD TRANQUILITY) to give society a healthier relationship with food. In 2016, Mills discovers that 1 in 3 Norwegian parents find mealtimes stressful. Together with educationalists, the MATRO table game is born. The sales has been great! 3 in 4 love Mills’ fight for “MATRO”, 1 in 2 are likely to buy products from Mills because of it.

Carlsberg
SorBeer
Cohn & Wolfe

To celebrate the 10 year anniversary of Carlsberg Non Alcoholic, the beer that started the non-alco trend in Sweden, Carlsberg teamed up with ice cream maker StikkiNikki to create the ultimate summer treat – the SorBeer: an ice cream made of beer. The SorBeer became the No. 1 buzz hit of the summer in Sweden – and gained media coverage to a value of more 60 times the campaign budget.

McDonald's Sweden
McReservation
Prime Weber Shandwick

McDonald’s may rule the burger world in size and speed, but the chain’s food quality is rarely talked about in a positive way. People don’t know the high standards McDonald’s sets. In 2015, McDonald’s started serving gourmet burgers, and faced a tough challenge: Make the new premium offer credible.

Pernod Ricard,Oedipus
Jameson x Oedipus
Glasnost International B.V.

Whiskeys and beer have been neighbours at the bar, but never they have been so familiar with each other since the cooperation between the Dutch craft beer brewery Oedipus and the Irish whiskey Jameson. After months of preparation Oedipus has brewed a beer using Jameson casks named Winnetou. At the same time Jameson introduced a whiskey that has rested on beer casks: Caskmates.

19. Sustainability & Environment

USAD
Introduction of deposit system in Lithuania ‘It is worth returning‘
VRP Hill+Knowlton Strategies

Lithuanians love nature. They also love to dump their trash in the nature placing LT among the least recycling states. How to introduce deposit system to society impartial to environmental problems? How to convince people to use it? Idea-show that returning packages is easy and worthwhile using a dog. Result–one of the highest percentage of packages returned in Europe in the 1st year of operation

Coca-Cola Hellenic Romania
After Us
McCann PR Romania

We are our legacy.
This is what AfterUs, Coca-Cola Hellenic Romania’s sustainability platform is all about. It is a commitment, a promise and an inspiration source for people to preserve treasures such as nature and traditions. To protect and pass on what makes us who we are, for future generations to discover..
After Us is our way of sharing a vision on sustainable living.

Freudenberg Sealing Technologies
LESS - Low Emission Sealing Solutions
Oliver Schrott Kommunikation, Kuehlhaus and CNM. Creative Network Multimedia

The LESS campaign’s mission is to bring out the importance of sealing solutions in today’s breathtaking automotive advances and illuminate their hidden yet essential functions. Dramatic analogies from nature give the message the power to cross boundaries and give experts, whatever their field, a full appreciation of the way seals help to boost efficiency and cut emissions.

Team Limerick Clean Up
Team Limerick Clean Up

Team Limerick Clean Up is the largest ever community clean up initiative to be organised in Ireland.
With an engagement strategy of message re enforcement and civic pride, the initiative has helped to clean Limerick and increase civic awareness by inspiring 13,600 volunteers to work in unison cleaning their communities throughout Limerick on Good Friday.

UN Framework Convention on Climate Change
Iceberg Songs
Serviceplan Public Relations, Serviceplan Campaign 3 and Buzzin Monkey

We’re on the verge of a global catastrophe. But it’s still denied by politicians. As climate change is so hard to capture by radionality we made it perceptible by sense and emotion. With the United Nations and international Top DJs, we transformed unique sounds of melting icebergs into dance tracks that hit the web. Now the dying icebergs cry so loud that nobody can close his ears to their lament.

20. Government Agencies & Parties

YS Stat
Public Employees Reading Mean Tweets
Geelmuyden Kiese

Public employees contribute to our welfare every single day. Yet, the common prejudice is that public employees are useless bureaucrats who work little and demand more. So, our task was to create pride among public employees. Inspired by Celebrities Reading Mean Tweets we made a short film (currently viewed by 1 of 5 Norwegians) showing public employees when they read mean tweets about themselves.

Atrium Brussels
Make.Brussels, a call for projects to kick-start life back into Brussels
Legacy

The four-day lockdown following the Paris terrorist attacks and the threat of terrorism severely damaged Brussels’ image and economy. Launched three days after the terrorist attack on 22/03, Make.Brussels is a call by the regional government to citizens asking them to become involved and imagine creative projects to bring life back to Brussels’ city centre.

Danish Agency for Digitisation/ Digitaliseringsstyrelsen
Sikker på Nettet (safety online)
LEAD Agency

A PR campaign created by LEAD Agency and Fosbury for the Danish Agency for Digitisation and The Danish Bankers Association was to increase Danes’ awareness about safe online behaviour. The broad target group was companies, policy makers and 15-70 year old citizens. The result was 102 press mentions, 3 million unique views on Facebook and 25 shares on Twitter amongst central stakeholders.

European Commission
EU #SupportRefugees humanitarian aid campaign
Burson-Marsteller, BBC Studioworks and MindShare

To mark UN World Refugee Day on 20 June 2016, the European Commission launched #SupportRefugees, a four-week multi-channel campaign to raise awareness of the more than 1 billion euros the EU provides annually in humanitarian aid. Aimed at the public in 5 countries, the campaign clip is the most watched EC video ever – with over 10m views – and the print advert reached almost 40m readers.

Norwegian Directorate for Health
How to make SNUS uncool
Burson-Marsteller Oslo and Try

A concerning trend in recent years has been dramatic increases in the use of a smokeless tobacco product called “snus”, which is very popular among Norwegian youth.
The anti-snus campaign was launched in October 2015, and has already had an impact on the way Norwegian youth perceive snus. Seventy-two percent of young people who use snus monthly have been inspired to quit.

21. NGOs & Associations

Caritas international / Deutscher Caritasverband
Keys of Hope
Ketchum Pleon and BBDO

Refugees leave everything behind, except of their house key. It reminds them of what they used to have and what they hope to achieve again. The idea of the campaign was to tell 10 stories behind 10 keys to give refugees a voice, they don’t have in the media. Thus, regular keys influenced political debates, as the anonymous crowd of refugees became human destinies again who need our solidarity.

ActionAid
All I Want For Christmas Is A Goat
Wenderfalck

During Christmas 2015, we created the world’s first Christmas album with singing goats, in order to fight poverty in the third world. The campaign was an amazing succes and went viral all over the world, with no media budget. The campaign reached over 700 million people, increased sales with 41%, topped the charts at Spotify and created the best campaign in the entire history of ActionAid.

ActionAid UK
#BrutalCut
Weber Shandwick

ActionAid challenged us to get people talking about the uncomfortable subject of female genital mutilation (FGM). To highlight this most brutal of cuts, we created a #BrutalCut of our own: video messages from Kenyan girls, unexpectedly cut into content by vloggers and publishers. The campaign had a reach of over 152 million and sparked thousands of conversations calling for an end to the practice.

Norwegian Cancer Society
Pink Lunch for Pink Ribbon
JCP

To create awareness for the 2015 Pink Ribbon campaign in Norway, we invited the entire country to have a #PinkLunch with us. We set up simultaneous lunch events in the city center of four major cities, served pink lunch to over 150.000 office workers in cafeterias, and collaborated with over 40 cafees throughout the country. #Pinklunch is the most successful pink ribbon campaign ever in Norway.

The Norwegian Consumer Council
#Appfail

When using an app, you often have to let go of basic consumer rights. In order to raise awareness and push for change, we asked consumers to join us in saying this is not ok.

By going head to head with some of the worst terms and conditions, we ran a campaign that sparked massive engagement in traditional and social media. As a result, apps such as Tinder and Runkeeper changed their practice.

22. Multi-Channel Communications

Action Aid
Washed Away
Weber Shandwick

We created the first weather data-activated billboard in London’s Piccadilly Circus: powerful images of children’s toys damaged by floods disrupted the ad schedule every time it rained to highlight the devastating impact of climate change on children in Bangladesh. The campaign reached 343 million people and prompting the biggest ActionAid presence at a public demonstration for a decade.

Atlantic Grupa
InstaCockta
Pristop and Renderspace

Cockta was facing an aging consumer group and intense competition. To capture the attention of young audience, we created a campaign that gave them what they crave the most – fame on big screens. We projected selfies taken through interactive citylights and tablets on big screens across the region. The campaign was a success as more than 17 000 people took selfies and competed for the Cockta fame.

GlaxoSmithKline
Meningitis Type B Awareness Campaign
H+K STRATEGIES

The first disease awareness campaign in Greece for Meningitis serogroup B, whose goal was to educate on early diagnosis & prevention through vaccination. Having saving lives as our cause, without scaring parents, we created an optimistic logo with the name “Children’s Smiles”, showing that preventive vaccination should take place at an early age. The campaign reached 40 million impressions.

Mastercard
Inclusive Growth

The campaign runs in 2 phases and focuses (1) on the perception of financial, digital and gender exclusion in Europe based on surveys and impression and (2) the actual situation of exclusion in Europe through ethnographic research. The aim is to highlight that the various forms of exclusion are not just an issue in the developing world but are very much present in Europe as well.

Skype
Walk Together
Text100

Every Liverpool FC fan knows they’ll never walk alone. This season they walked together — with Skype. Working with one of the world’s largest football teams, our campaign demonstrated how Skype could fuel the passion of fans, everywhere, enabling them to get closer to their team and even help write the next chapter of its story.

23. Viral Communications

momondo
"momondo - The DNA Journey"

The campaign “momondo – the DNA Journey” is the first spin-off from our purpose platform LetsOpenOurWorld.com. It is not just a campaign; it is a movement and our attempt to confront people with their own narrowmindedness. We used DNA tests as a tool to show the diversity in us and start a debate that would break down boundaries between people: There are more things uniting us than dividing us.

ActionAid
All I Want For Christmas Is A Goat
Wenderfalck

During Christmas 2015, we created the world’s first Christmas album with singing goats, in order to fight poverty in the third world. The campaign was an amazing succes and went viral all over the world, with no media budget. The campaign reached over 700 million people, increased sales with 41%, topped the charts at Spotify and created the best campaign in the entire history of ActionAid.

AMC Networks Central Europe
Fear the Walking Dead Season 2 prank video
Konektor Social

We’re infectious! Czechs are hungry for a second season of AMC’s popular series Fear the Walking Dead! We took one of the biggest Czech YouTubers and had him bitten by a zombie – right under the eyes of his fans! YouTuber FattyPillow livestreamed it all on his Facebook. His fans reacted instantly, commented, shared… All told, we achieved more views than the EURO 2016 final!

Fraport
Frankfurt Airport's Viral Campaign Lands Spectacular
Tobi & Tron

Surprising & Entertaining: The Viral Video Campaign takes an unconventional approach to presenting the services that Frankfurt Airport offers its guests. The initial video shows the spectacular landing of an aircraft morphing into a robot “from outer space” as it touches down. The subsequent videos show him investigating new services on behalf of the millions of travelers from around the world.

Unilever Deutschland (Knorr)
Love at first swipe: Knorr is looking for love on Tinder
ad publica

Can flavor help find love? Yes it can. But how can we prove that it really works? With the characters featured in the viral hit #LoveAtFirstTaste, Knorr used Tinder to look for people with the same taste preferences. The guerilla campaign’s results: hundreds of matches and flirts, 90 % positive feedback, social buzz about the campaign and over 3 million views from Germany on the campaign film.

24. Change Communications

Ministry of Finance of the Republic of Latvia
#pay
A.W.Olsen & Partners (SIA PR Kvadrāts)

For 44% of Latvians not paying taxes is acceptable. To increase discussions about paying taxes among young people, which soon will become taxpayers, showing tax payment as a positive and honourable duty. We have involved in the campaign the most popular in Latvia rap singers, who wrote a song #pay (Latvian: #nomaksāt) and became the faces of the campaign. Campaign message has become a real hit.

Maersk Oil
How will you save a life?

Danny and Sam work in a high-risk, offshore environment. We need to make sure they have each other’s back and go home safely when the job is done.

The Life-Saving Rules campaign provides simple, industry recognised rules to protect our people & assets. The Life-Saving Rules must be fully integrated into our organisation and reach all employees and contractors spanning languages, cultures & roles.

Telefónica Germany
"DigitalBrain" – a success factor in the digital transformation
Starmind International

Digital transformation is highly abstract and will function only with the employees’ support. To get them involved, Telefónica launched the platform DigitalBrain. It takes questions that arise in employees’ everyday work and channels them to colleagues who can answer them. This way it makes everyday work easier. It turns the workforce into a success factor for the digital transformation.

The Ministry of Environmental Protection and Regional Development of the Republic of Latvia
How did old folk singers help e-Latvia to score above the EU average?
Komunikācijas aģentūra / Edelman Affiliate

How to change deep-rooted habits? How to initiate the switch in the whole society and encourage them using the state’s e-services? The answer – via the least imaginable eLatvia users – old ladies, folk singers with a message: if we can get it, you’ll get it easily! That was the turning point– for the 1st time state services were used more online than in F2F. Latvia now scores above the EU average.

UniCredit Group
The Digital Today - A day to Spread Innovation

The new UniCredit business strategy puts customers at the centre of a digital service world. This means a new mind-set for the entire company, working on digital products is not enough. Investing in employees is now, more than ever, a strategic choice. The acquisition of new skills and the updating of existing ones are top priorities for the bank. Staff is the digital outpost in customer relations

Ziggo
Ziggo - 'Wedden dat... ?'('Wanna bet...?')
PROOF

How do you deliver a top to bottom turnaround in customer service in just 100 days? In the case of Ziggo, the answer lay in combining a strong concept with a consistent content approach. PROOF created an activation concept called ‘Wedden dat..?’ (‘Wanna bet…?’) that encompassed the entire organisation. The result was great: an increase of the service NPS score of 10 points in 100 days.

25. Internal Communications

Starwood Hotels and Resorts
Astra: A new approach to Internal Communications

Astra revolutionised Starwood EAME’s internal communication. Astra is a news-sharing blog coupled with a tailored newsletter. It’s goal? Stop disparate emails from HQ to Hotels. Instead, readers receive “Their News, Their Way”: clear, relevant content, as often as they like. Astra succeeded in creating a mindset shift, away from silos & info overload to a unified & streamlined way of communicating

Electrolux
Electrolux iJam - crowdsourcing ideas to drive collaboration, innovation and engagement

How can a multinational company capture the tribal knowledge of its people, generate ideas for product development and stimulate a strong culture of innovation? At Electrolux, the answer is iJam. Now in its fourth year running, this successful crowdsourcing event has used a social platform and internal communications to engage more than 28,000 participants and trigger almost 7,000 product ideas.

HSBC
HSBC NOW
MerchantCantos

HSBC NOW is the bank’s employee video channel. It gives a glimpse of the bank’s DNA through stories about employees’ lives inside and outside work.

At a time of significant turmoil for the entire financial sector, HSBC NOW demonstrates the value of good communications. The project has measurably changed the way HSBC’s 257,600 employees feel about working for one of the world’s largest banks

ING
ING kudos
Two Fish

Create a dedicated platform to enable employees to compliment each other while simultaneously reinforcing the company values. A three phased internal communication global campaign was implemented to drive awareness and engagement. Overwhelming support with over 50% of employees downloading the App and giving over 100,000 kudos in the first three months.

Upc Romania
All for Kilimanjaro
McCANN PR

The client developed new values and vision – so how to bring everyone on board with them? Sometimes, all the posters and the seminars in the world don’t really cross that corporate-to-personal divide. So we decided to be authentic.
Walk the walk. Literally. Conquer the tallest summit in Africa, and make tell a tale about courage, challenges, drive and esprit de corps.
And make everyone part of it.

26. Crisis Communications

Skiskytter VM 2016
IBU World Championships Biathlon Oslo 2016
JCPR

Through careful planning, swift decisions and effective crisis communication, the local organizing committee for the 2016 Biathlon World Championships managed to save reputational damage and a potential € 200,000,- financial loss, as an unexpected weather forecast forced the event organizer to make an unprecedented rescheduling of a competition day, only 19.5 hours before competition start.

Dentsply Sirona
Thanks M1, hello future
Edelman.ergo

The M1 treatment center from Dentsply Sirona is still very popular among dentists. The supply of spare parts will be discontinued at the end of 2016, 20 years after the end of production. Some 3000 dentists fear that they should make a replacement investment. In a year-long campaign, the stakeholders are to be informed of the reasons for the discontinuation in order to maintain customer loyalty.

Stadt Heidelberg
New accommodations for refugees – strategic function of communication

In Heidelberg, massive concerns had been expressed on constructing further refugee accommodations. The communication team identified the reasons there of and countered them successfully. The strategy: 1. Widespread transparency on the overall refugee situation. 2. Sound recommendations based on communication analysis. The result: the city council supported the construction of 15 accommodations.

Unilever
"Turning the worm", Lipton® Lemon Green Tea
Edelman UK

A consumer thought she had found ‘worms’ in her Lipton® Lemon Green teabags. Her Facebook video post went viral (9m views and 60k shares globally). Edelman helped the brand to provide the facts, maintain consumer confidence and protect brand equity by creating a Lipton® video that was more authentic and engaging than the original.

United Biscuits
Carlisle Crisis
3 Monkeys Zeno

Storm Desmond devastated 6,000 homes in Cumbria and the Carlisle United Biscuits (UB) factory which manufactures 80,000 tonnes of biscuits a year, including McVitie’s Ginger Nuts, Fruit Shortcake and Carr’s Water Table. The business impact was significant, so a comprehensive stakeholder communications plan was created and implemented to neutralise media coverage until full production resumed.

27. Storytelling

HSBC
HSBC: Raj's Story
MerchantCantos

Can creative use of internal communications save a life? These films say it can. When Raj Bhuller, an HSBC employee, needed a stem cell transplant to cure his rare form of blood cancer, simple, effective storytelling in this campaign ignited a community to act. 133,000 HSBC employees viewed the 4-part series of films and 6,100 HSBC employees signed up as potential blood stem cell donors.

Beam Suntory Limited
Rooting Courvoisier in La Belle Epoque, Paris
FOCUS

Creation of a free, download of our Paris Golden Age tour: map of locations and narrative giving historical relevance to Courvoisier.
Courvoisier was served at the grand opening of the Tour Eiffel in 1899 at the start of the Paris Golden Age, To celebrate its Parisian roots, we devised a tour for UK, US, Russian, Chinese, Japanese travellers to tell its story through the capital’s key landmarks.

Portuguese Tourism Board
EURO 2016 - Embracing our Purpose

An embrace captured the world’s attention after Portugal won the Euro2016 against France.
Our strategy was to transform this moment into a full story by igniting the existing viral content and amplifying the experience by continuing the storytelling.
At zero cost in media, we were able to reach over 1 Million People and generate worldwide press & TV coverage.

Sonova
Life without limitations

The story of the young German soccer professional Simon Ollert shows how Sonova and its product brand Phonak enable people with hearing loss to live a life without limitations; it is an example of how the company goes about realising its corporate vision. The successful partnership with Simon Ollert has provided the basis for the following high-impact PR events and cooperations.

Telia
Telia: Telia Stories
PR-operatørene, Atlas and DDB Oslo

What mobile service provider you have is something most people only think about when something is not working right. But we are also very inspired by all the new and amazing things mobile technology enables us to do. Telia wanted to change this and take ownership to amazing things enabled by mobile technology, showing great coverage and a stable network as the enabler.

28. Content Marketing

SONOS
Music Makes It Home
Weber Shandwick Seattle, Prime Weber Shandwick,72andSunny and Vizeum

We’ve forgotten about the power of music to help us connect. People spend more time on their phones communicating with the outside world than connecting with each other. And when they do listen to music, it’s most likely via headphones than shared with people we love.

We needed a reason to make people think again about listening to music out loud. Together.

adidas Group
Redefining Content Marketing at the adidas Group with GamePlan A

At the adidas Group, we believe that sport helps us to be confident, collaborative and creative. As the first sports-inspired digital business-lifestyle magazine, GamePlan A embodies these values, using content marketing to motivate internal and external target groups to blend an athletic lifestyle with their creative and entrepreneurial ambitions – making work life better, more inspiring and fun.

Allianz
#FCBday1 - Allianz FC Bayern Team Presentation
cemano communication and VICE

#FCBday1 is the world’s first digital, late-night show inspired team presentation, introducing the new seasons squad & immersing players & fans into tailored activities. The entire show is presented to a live studio audience at Allianz Arena & utilizes Facebook Live to reach FCB fans worldwide. The first interactive TP. The first truly global TP. The first TP beyond football. Dare to be the first.

Robert Bosch
In pursuit of a #BetterRide
Ketchum Pleon and BBDO

Bosch technology in motorcycles? Who knew? That was a problem. Bosch had consolidated its motorbike technology development into a new division, and had to get word out about its quality and innovation. All bikers immortalize their “first ride”—the bike that lit their passion. We took motorcyclists across 11 countries on an actual #betterride, increasing Bosch’s share of voice from 33% to 55%.

Samsung
Face Your Fear
Wenderfalck

By using the power of Virtual Reality, Samsung managed to create an immersive VR-app that helped people overcome their fear of spiders. The VR-app was based on research and psychology, and was released to the public to download. Campaign created a reach of 41 012 331 people, download of app increased 50% and large international media, VICE, NPR, Daily Dot made great stories about the project.

29. Brand Relationship

Deutsche Telekom
Sea Hero Quest
Proud Robinson

Sea Hero Quest is the world’s first mobile game where anyone can help scientists fight dementia. It has been downloaded over 2.3 million times, generating the equivalent of over 8,800 years’ worth of research, providing scientists with the data needed to help advance our understanding of spatial navigation, bringing us one step closer to managing the growing threat of dementia.

Adobe
My Creative Tale: The world’s youngest art directors
LEWIS and UM Studios

To support the launch of Adobe’s Creative Cloud suite, LEWIS developed the My Creative Tale campaign; a competition to create a children’s book, illustrated by children. The children acted as ‘art director’ for their parents; creative pros who use Adobe’s tools. The campaign produced brilliant, inspiring, visuals which generated huge traction with the key audience via social, blogs and print.

Shell
Stay Ahead Job Swap - Europe
Edelman

Shell Retail developed a unique campaign showcasing the importance of high-performance fuel. This saw four-time Formula 1 World Champion Sebastian Vettel exchange jobs and driving tips with a UK paramedic – both roles where performance is critical. Integration between the Shell CRM, Digital and Social Media teams resulted in successful execution and distribution on multiple channels.

Skype
Walk Together
Text100

Every Liverpool FC fan knows they’ll never walk alone. This season they walked together — with Skype. Working with one of the world’s largest football teams, our campaign demonstrated how Skype could fuel the passion of fans, everywhere, enabling them to get closer to their team and even help write the next chapter of its story.

Visit Sweden and The Swedish Institute
ShareWear
Prime Weber Shandwick

The aim of ShareWear is to raise awareness of the fact that people throw away their old clothes, even though they could be recycled, reused or repurposed. The ShareWear collection raised awareness of the issue and inspired people to throw away less and share more, was picked up some of the world’s leading media and spread to more than 100 countries.

30. Launch

Deutsche Bank
Made for Good - the Deutsche Bank enterprise programme for social good

Made for Good is the Deutsche Bank enterprise programme for social good. It supports the success of pioneering ideas and business models to help drive positive change in society. An awareness campaign was launched globally in July 2016 which achieved standout viewing figures across intranet articles and external campaign pages. It has stimulated external interest and inspired employees.

Allianz Global Assistance
Allianz on the way coming to your aid
Pure New Media

We created fake news stories and told amateur towing stories for advertising mobile site of Allianz’s location based car towing service: AllianzYolda.com. The funny videos, uploaded by an anonymous account which looked like a real TV news content became organically most spreading viral content of 2016 in Turkey and were viewed by 2 million people in just 1 day.

AUDI
Audi Q2 Social media public preview
d.Tales

How can we get people excited about something that doesn’t exist yet? At Audi’s public preview for the new Audi Q2, the company’s online communications adopted new and playful approaches – even using owls and pancakes to mesmerise Audi fans. In only three weeks the #untaggable campaign spread like wildfire and reached over 16mil. people through Audi’s social media channels alone.

BBC Worldwide
BBC Marathoff
PR-operatørene and Nordic Arena

PR-operatørene created a charity run for Hasselhoff as a part of the release of his new “mockumentary”. The event reached 150.000 people in the centre of Oslo. The campaign reached over 150.000 in social media with 1500 engagement and reach of over 4 million in traditional media.

Hasselblad
Hasselblad X1D Global Launch
In-house, Neville McCarthy Associates, IBP Media

Heritage Swedish camera brand, Hasselblad, introduced the groundbreaking X1D – the world's first mirrorless medium format camera – to global audiences on 22 June 2016. A game changer in the world of photography, the X1D vastly exceeded market expectation selling more units in the first ten days than predicted for 2016. The iconic launch marked the brand's 75th anniversary.

31. Relaunch

Immobiliare.it
From Flashdance to Masterchef. How media has shaped our home
Noesis

The aim was relaunching the site and celebrate the company’s 10 years of activity and, using the hook provided by the relation between media and houses, obtaining coverage on general media, usually reluctant to deal with those kind of new. The campaign had a readership of more than 5 mio people, 497 press stories, dozens of direct links and a media coverage lasting for over 6 months

Accor Gestion Hôtelerie et Services
ibis Hotels «RICH & FAMOUS»
Jung von Matt/Limmat

Hotel brand ibis wanted to relaunch their brand, as the hotels had undergone a major facelift. With RICH & FAMOUS fans of ibis had the opportunity to become the new face of ibis and be photographed by snowboard star Iouri Podladtchikov. The result: all major lifestyle-media outlets covered the story (over 9 million reach), 66k unique visitors and 7k social interactions on the campaign website.

Björklöven
The True Colours
Punkt PR

An ice hockey club faced with scandal and poor results. Fans who are losing faith. How can we reverse this downward trend? Solution: we stop talking about games and instead focus on backbone, values and feelings. True colours urges players and spectators to stand up for who they are and what they believe in. Public support picks up, the fanbase grows and hockey is no longer just about hockey.

Merck
MERCK Rebranding
Ogilvy Public Relations

In 2015, the German blue-chip company Merck, previously known for its somewhat conservative image, launched a completely different brand image – based on a new brand strategy. With this realignment and transformation of its corporate design and logo Merck is showing courage – and also reveals a face that is unique in the healthcare industry. The spectacular relaunch generated a huge media response

Vodafone GmbH
Vodafone #CallYeah
MEC GmbH

Passive and completely uninspirable – are these really today’s kids? No. The fact that YouTube and Snapchat stimulate active engagement is impressively demonstrated by Vodafone’s #CallYeah campaign. Vodafone takes care of the teens‘ needs with its prepaid product CallYa: YouTube Stars Melina Sophie and ApeCrime authentically present the fastest prepaid service of all times. #CallYeah!

32. Employer Branding and Recruiting

Södertörn university
iTeach
Gullers Grupp

We wanted to solve the shortage of teachers in an unconventional way. The campaign showed how two unconventional role models, a rapper and a football player, in fact have the characteristics of good teachers, the ability to engage and be questioning. A film was distributed to fit the target group’s way of life. Applications increased by 1769 % compared to the national average in Sweden.

Bayerischer Handwerkstag
makers wanted!
Ketchum Pleon and BBDO

Trades like hairstylist, baker or plumber are considered uncool by young Bavarians. So there is a severe shortage for apprenticeships. To fill the gap of 5.5k open jobs, we designed a campaign to attract teens on their terms. We positioned these jobs as heroes’ work, and a bright career choice. In only 8 month we managed to hire over 22k young Bavarians into trades, 6.3% more compared to 2015.

Boehringer Ingelheim Pharma
Inside Boehringer Ingelheim - Virtual Reality as an innovative Employer Branding Initiative
Creative Networks Multimedia GmbH

Through the use of virtual reality in combination with gaming elements we globally establish Boehringer Ingelheim as an innovative employer of choice among students and young professionals. As the first German company which used this innovative technology for employer branding, we create a highly emotional, unique brand experience and position ourselves clearly ahead of our competitors.

Mars, Inc
Working For Mars, More Than A Job!
MAARC

To celebrate its #2 ranking among the best workplaces in France, we created the “More than a Job” campaign, that consisted in engaging employees to become Ambassadors of the group in order to attract young graduates & students. By mixing PR, social media and internal operation, Mars group raised awareness as an “employer brand” like never before. Results: +60% Facebook fans and +37% more clippings

YS Stat
Public Employees Reading Mean Tweets
Geelmuyden Kiese

Public employees contribute to our welfare every single day. Yet, the common prejudice is that public employees are useless bureaucrats who work little and demand more. So, our task was to create pride among public employees. Inspired by Celebrities Reading Mean Tweets we made a short film (currently viewed by 1 of 5 Norwegians) showing public employees when they read mean tweets about themselves.

33. Corporate Responsibility

HEINEKEN
Sustainability Report for MiIlennials

To help reach a wider audience -in particular millennials- for our Sustainability Report 2015, we invited rapper and vocal artist Kevin “Blaxtar” de Randamie to transform the report into his own artistic expression. The result is a stylish short film, “Let’s Get Frank” (https://www.youtube.com/watch?v=8FJyKYK74DM) Beyond that, ‘frank’ is the leitmotiv for the Report itself, as we provide a transpa

ANFEVI – FRIENDS OF GLASS
FRIENDS OF GLASS, FRIENDS OF PEOPLE
Marco de Comunicacion

How to promote glass as a sustainable packaging material, and make it the social sharing story of Christmas? MdC designed the campaign “Friends of Glass, Friends of People” turning glass into a source of hope for families in need, resulting in 2 tons of food donated. Covered by media at large including national TV, the event gathered 3.000 participants and reached a total audience of 40 million.

Brau Union Österreich
Green Brewery Göss

Brau Union Österreich (BUÖ) has set itself the goal of creating the best beer culture for the future and also of taking up all the social and ecological challenges involved. BUÖ succeeded in implementing the worldwide first 100% CO2 neutral major brewery in Styria but also pursues a number of initiatives in all their breweries.

Schwartauer Werke
bee careful - bee helper
segmenta communications

bee careful is the sustainability initiative of Schwartauer Werke to protect bee health. The leading producer of jam in Germany joined forces with strong partners from science and supports since then bee research, raises public awareness and promotes beekeeping in the long term. The motivation for the engagement: Without bees no fruit – without fruit no jam.

Telenor
#Nätprat
Wenderfalck

#Nätprat is a CSR-initiative from Telenor that facilitates the conversation between parents and children, to decrease cyber bullying. By crating digital tools that helped parents how to talk with their children, we generated a reach of 52 000 000, got invited to the Swedish Culture Minister, got the royal court start a initiative with the same name and created a better online environment for kids.

34. Event & Experiential Marketing

Graubünden Tourism
The Village Phone Promotion
Jung von Matt/Limmat

It’s so quiet in the mountain village of Tschlin that the tourist office promised a free holiday to anyone who called the telephone on the village square without any of the 166 residents answering. The response to the live-experiment was huge: 4000 calls, 30,000 attempted calls, 1.5 million views on YouTube and Facebook, 50,000 visited the microsite and 23 million reached through earned media.

La French Touch Conference
Pitch in the Plane Communications campaign
Grayling France SAS

The Pitch in the Plane, the first startup competition on a plane, was organized by La French
Touch Conference, global event for French startups’ promotion in New York, and OpenSkies,
British Airways subsidiary, in collaboration with Grayling France, managing the operation
globally. This world 1st over the Atlantic generated over 100 quality clippings, reaching an
audience of about 500 million.

Shell International
Make the Future London, featuring Shell Eco-marathon Europe
Edelman

Make the Future London was a 4 day interactive festival of ideas and innovation supporting bright energy ideas and provided a platform for innovation, collaboration and conversation about the global energy challenge. The festival had 30,000 visitors and hosted 133 media from Europe. This immersive experience allowed visitors to watch, experiment, create and learn about the energy challenge we face

Syoss Schweiz
SYOSS Care Wash - Get syossed!
Jung von Matt/Limmat

We built a huge car wash. Not for cars, but for hair. Care Wash looks like a car wash and is just as easy to use. Passers-by could simply select their desired hair-care programme and then take a seat on the fully automated hairdressing chair. The spectacular wash station was set up in Zurich’s main station for two days and was fully booked. It soon became the talk of the town.

Visa Europe
Visa Futures 2016

In June 2016 Visa Europe held its first client-facing event following its acquisition by Visa Inc. This represented a huge opportunity to convey a strong story about the benefit of becoming a single, global business. The event was a resounding success, engaging clients and partners from around the world, and cementing Visa’s position as a global organization.

35. Public Affairs

OvidiuRo
Every Child in Kindergarten - Early Education National Program
McGuireWoods Consulting

From a pilot project started in 2010 and which helped over 2,400 vulnerable children from 11 counties all over Romania to have access to early education, Every Child in Kindergarten became in a national program to impact over 111,000 children living in poverty. Every Child in Kindergarten provides financial help to poor parents to send their 3-5 year old children to preschool and kindergarten

Genealogistes de France
Restoring the spoils of war - Art and the Nazis in WWII
Interel

This proactive campaign positioned our client in France – (Généalogistes de France) as a key actor in a Governmental campaign to restore art confiscated by the Nazis during the 2nd World War to its rightful owners. We convinced the Minister of Culture of the value our client could add. Resulted in a number of major works of art being restored to their owners.

Kolel Damesek Eliezer
Desecrated Jewish Cemetery: Restoration of Respect for the Deceased
Donath Business & Media

The combined PR/PA activities for the Kolel Damesek Eliezer Foundation spearheaded by DBM succeeded in changing the city’s approach to a part of forgotten Jewish heritage and also helped retrieve a number of historic artifacts considered lost for ever. The former Jewish cemetery in Prostejov, a cultural-monument now, has a real chance to undergo restoration as a dignified memorial to the departed.

Point Public Affairs
The Future of the Healthcare System Has Just Started

Romania has the least developed private health insurance market in Europe. The main deadlock is insufficient deductibility.

The objective of our campaign was expanding deductibility for private health insurance expense. After a decade of an inefficient private healthcare system, our objective was fully achieved in a 6 months concentrated campaign.

Reporter ohne Grenzen
#freeallreporters
Serviceplan Public Relations / Unternehmensbereich Content Marketing and Serviceplan Campaign 2

Normally, PR gives messages a face to its recipients. For the first time, we took a face away – and created an even greater emotional impact. It was the face of Euronews anchorwoman Lise Pedersen. She virtually disappeared in front of rolling cameras like thousands of critical reporters do. Our campaign #freeallreporters started a huge outcry against prosecution of reporters worldwide

36. Issues & Reputation Management

Purple
Purple - Changing the Conversation Around Disability Employment
Acceleris

Acceleris was asked to launch a new organisation to improve employment equality for disabled people. The launch strategy covered brand, messaging, marketing collateral, website and media and catapulted the organisation into the national business and disability agenda. The campaign delivered 2 million opportunities to see and led to partnerships with Government and opportunities with key businesses

Erzbistum Köln, Erzbischöfliches Generalvikariat
Financial Publication Archdiocese of Cologne
Instinctif Deutschland

No longer on the defensive: the Archdiocese of Cologne sets standards for the transparency of church finances.
After recent scandals the Catholic Church was under pressure. As the largest German diocese, the Archdiocese of Cologne took the lead. It supplemented its comprehensive financial accounts by adding its own online financial report and further associated PR initiatives.

IBM Deutschland GmbH
IBM Security B2B Communication
Ketchum Pleon and BBDO

IT-security is an issue that is gaining in importance. Yet many companies only address it once they have been attacked. The campaign aimed to position IBM Security in leading media and important specialist magazines as expert, thought leader and provider of the widest-ranging security portfolio and to strengthen sensitivity on the issue in the corporate world and among the general public.

Lidl Ireland
Lidl Health & Wellness campaign
The Reputations Agency

Lidl’s strong investment in employee wellbeing was not widely recognised. The Lidl Health & Wellness programme, the largest corporate cardiac screening programme in Ireland, allowed Lidl to engage with national media, 600 stakeholders and get 3,200 Lidl employees walking to the moon – driving home Lidl’s commitment to health and boosting Lidl’s workplace ranking from 37th to 7th in Ireland RepTrak

YS Stat
Public Employees Reading Mean Tweets
Geelmuyden Kiese

Public employees contribute to our welfare every single day. Yet, the common prejudice is that public employees are useless bureaucrats who work little and demand more. So, our task was to create pride among public employees. Inspired by Celebrities Reading Mean Tweets we made a short film (currently viewed by 1 of 5 Norwegians) showing public employees when they read mean tweets about themselves.

37. (Integrated) Annual Report & CSR Report

ELIOR GROUP
2014-2015 Elior Group activity report
Content Design Lab

The 2014-2015 Elior Group Activity Report aims at positioning the company as the caterer of choice, in line with its 2020 strategy, using social media as an inspiration and a platform to illustrate the Group’s conviction that digital innovation is a key factor in improving the customers’ experience. It was conceived and launched in collaboration with 6 instagrammers.

Austrian Standards Institute
Annual report without standards
bettertogether Kommunikationsagentur and hochzwei

Standards are invisible helpers in everyday life. Their value becomes obvious once they are missing. With the annual report 2015, Austrian Standards took the bold decision to simply neglect publishing standards for once. The conclusion: A world without standards is conceivable with a lot of imagination and can look very interesting. But such a world would definitely not be better.

Denner
Denner – Surprisingly sustainable
Serviceplan Public Relations Suisse

As largest Swiss discount supermarket Denner is surprisingly sustainable. To draw attention to sustainable matters and increase knowledge, we published its very first and also sustainable sustainability report. In addition to this, we spread our messages instore and online. With the concept of sustainability in mind at all times – also in terms of costs.

Tieto Corporation
Changing Perspectives
Miltton

Tieto wanted to communicate its development and bring about changing perspectives. But sometimes simply describing change isn’t enough, and one needs the audience to get psychologically invested first. Through a strategy that combined gamification and responsive design with neat reporting functionalities, Tieto’s AR truly engaged its readers through key themes and doubled average session duration.

Vodafone Netherlands
Vodafone InTouch
Glasnost and Chunk

Vodafone InTouch is a stakeholder platform combining our integrated (real-time) report, news center and corporate website in one. InTouch enables us to more effectively communicate with stakeholders and, hence, improve our relationship and reputation with them. Presenting content in an integrated and near real-time way, stimulated the company to design more integrated working processes. Win-win

38. Internal Publication

Byggmakker
Building the country
Nucleus and Kandidat

When Byggmakker launched their new strategy, the building supply chain also made a corporate film to key internal stakeholders which represented both the history, values and missions of the chain. The film has been widely used when presenting the strategy at different events, but also when recruiting new staff. An employee survey show that the film has been well received and made them proud.

Novartis
Novartis live employee magazine

The project was to create a global, interesting and credible employee magazine starting from a very common, boring corporate language platform that was meant for Swiss associates and pensioners only. Over the past 2 years, the magazine has changed its look and feel completely and doubled content pages to 64 per issue, with an additional 3000 Novartis top management readers globally.

OMV Aktiengesellschaft
move OMV Employee Magazine

move listens to what is going on in the company and asks the burning questions. The motto is: “No bullshit,” because we speak plainly. We take internal questions seriously and devote ourselves to them. We want to give the topics that really matter to us at OMV the breadth and depth that they deserve. Therefore, each issue is dedicated to one specific overarching topic.

Union Asset Management
Kontext: magazine with 360-degree perspective
SIGNUM communication

In light of rising expectations among employees, Union Investment (UI) has decided to restructure its internal communication. Within the print and online media offer, the new print magazine “Kontext” performs the important task of strengthening identification. The magazine uses current topics closely related to the business of UI to convey a sense of closeness, appreciation and belonging.

Vattenfall
Hart am Wind
muehlhausmoers corporate communication

With Vattenfall Magazine, the Swedish power company intends to create a journalistic product informing all stakeholders about the Vattenfall universe. Though the magazine is directed primarily at the company’s employees across Europe, it also serves as a credible source of information for external stakeholders of the company, including politicians and the media.

39. External Publication

Sonae
Retail Book of Innovation'15
Graficalismo

Sonae is one of the global companies that more investment in innovation with an average annual growth of 14.5% since 2005. To communicate innovation projects, Sonae published “Retail Book of Innovation 2015”. Based on the explosions concept, we create an explosion of value for all stakeholders by creating new products and services and becoming an international reference player in innovation.

Landsvirkjun
Digital Report of Búrfell Wind Farm EIA
Jónsson & Le'macks, Mannvit and Skapalón

The digital Environmental Impact Assessment (EIA) of Búrfell Wind Farm is the first of its kind the world over and brings an innovative, non-tech approach to the EIA process. Earlier published EIAs are highly technical and almost require expert knowledge to make sense. The project offers a new way of presenting important information in a clear, accessible and interesting manner for the public.

Lidl Slovenija
Preprosto

Preprosto – sveže, domače, okusno (Simple–fresh, homemade, tasty) is the first ever retail customer print magazine in Slovenia SOLD exclusively in Lidl Slovenija discount stores. It has repositioned the brand as a leading progressive supermarket chain in Slovenia with ever-growing loyal and very engaging customers. The magazine is an essential tool of an extensive communication programme by Lidl.

PwC Schweiz
ceo – The magazine for decision makers

ceo is aimed at the Swiss economys decision-makers and leading figures from research and education. June 2016 edition: Visionary family businesses: They constitute the backbone of Switzerland’s economy. A good reason, therefore, to devote this issue to the Swiss family enterprise – an invaluable member of Switzerland’s economy and our society as a whole.

Royal Boskalis Westminster
Boskalis HORIZONS Magazine (Issue 3 - November 2015)

Boskalis published HORIZONS magazine both in print and online with a web version. The magazine presents Boskalis and its core values, portrays its entrepreneurial and innovative people as well as the impressive dredging and offshore projects and marine services it executes, and offers fresh perspectives to its external stakeholders. In 1.5 years the magazine’s online readership grew by 240%.

40. Corporate Advertising

EDP - Energias de Portugal
EDP 40 Years

Within the scope of its 40th anniversary, EDP managed to appeal to people’s emotions, through a couple’s love story that grows, with light signals as their means of communication. The relationship is a metaphor for EDP’s history and its relationship with the Portuguese people. Over 8.2M people viewed the campaign and the feeling of favorability on social networks was 5 on a scale from 1 to 5.

Siemens
Siemens Twitter Moments - First Mover in Europe
POSSIBLE Worldwide

In 2016 Siemens launched its new brand appearance with the claim “Ingenuity for life” as central component. The overall creative idea amounted to showing how we make ingenuity possible through technology. Through Twitter Moments we were able to showcase three different instances of creative industry storytelling to a global audience, implemented by using a combination of videos, Gifs and images.

Swiss Life
100 Client Visits
Leo Burnett Schweiz

In our campaign “100 employees visit 100 customers”, our customers play the lead
role. From November 2015, Swiss Life gave 100 employees who have no customer contact in their daily work the chance to get to know a customer. The aim of this campaign was to anchor the lives of its customers in the company, and to render customer centricity emotionally palpable.

The Norwegian University of Science and Technology, Communication Division.
"A new era begins"

On 1 January 2016, NTNU merged with 3 institutions to create a single university – with the goal of uniting their strengths and becoming the biggest and best university in Norway under the name NTNU.
The aim was to increase recognition of the NTNU name, and help to create confidence in the merger.
Our results amazed us: Brand awareness (unhelped) was 72% and 36% was aware of the merger.

TRW Automotive Aftermarket
TRW True Originals
LAW Creative

A strategic review of automotive aftermarket advertising revealed tired, ‘me too’ messaging. Our strategy was to stand out and champion what made TRW innovators – our people. They achieve manufacturing quality, safety and reliability excellence. Our True Originals multimedia campaign, told their story. It cut through and saw a +130% increase in online catalogue searches and accumulated over 2 mill

41. Corporate Film & Video

SKA Organisation
Discovering the unknown: the world's largest radio telescope
Polar Media

Our goal was to embark the audience on a journey to discover one of the most fantastic science ventures of our times. To do so, we developed a high quality trailer conveying the global & ambitious nature, the challenges and the passion of people behind the project. It was extremely well received by a wide range of stakeholders, from policy- and decision-makers, to scientists, media and the public

AkzoNobel
AkzoNobel Company Film
1Camera

It’s been nearly a decade since AkzoNobel last made a company film. So it was about time we made a new one. We weren’t interested in creating a bland, movie-making-by-numbers production. We had a brand new company purpose to communicate. So we needed a compelling, inspiring film with impact, energy & emotion. Only soft launched to date, our employees have already fallen in love with it.

Facebook
Think Before You Share
Corpcom

Think Before You Share’ is an educational initiative created with Facebook that seeks to raise awareness about the best practices to prevent unpleasant situations when using online social platforms, especially within teenagers. It was was locally designed so that it could attract media coverage and reach young people, as well as parents and educators. 1,5 million people in Portugal were reached.

Firmenich
#NaturalsTogether Web Series
Film Director

In a 6 month timeframe, Firmenich produced 8 consistent movies featuring our creativity, innovation & sustainability in the sourcing of Naturals, initiating a successful web series, reinforcing Firmenich’s leadership in Naturals and supporting local communities with strong budget and time constraints.
The web series has generated success and engagement with clients, employees, and web audience.

HERE
The Future is HERE
Ketchum Pleon and BBDO

In 2015 the location cloud company HERE got 3 new shareholders: AUDI, BMW & Daimler. For the “day one” HERE organized internal events to inform and engage with employees worldwide. Emotional highlight: a film that captures the jump into the new future. Within days the film became without media seeding the most viewed video on the HERE Youtube (47.797 views) & Facebook channels (104.900 views).

42. Intranet

Deutsche Telekom
you and me - A truly social intranet

Deutsche Telekom has broken new ground with its new intranet homepage. The editorial team no longer selects the homepage contents exclusively. The employees’ interests and individual usage patterns determine which content is relevant and displayed – customized for each individual. This turned the social intranet into reality at the Company merging the social network and the traditional intranet.

Chr. Hansen A/S
Chr. Hansen’s successful intranet relaunched as a modern digital workplace
Webtop and Open

Chr. Hansen relaunched it’s already successful and price-winning intranet (C-Net) as a modern Digital Workplace. The strategic direction was to build on Microsoft Office 365 capabilities and leverage an intranet-in-a-box solution – thereby only focusing in-house development and customization to unique Chr. Hansen requirements. The launch included e.g. “scientific posters” and a cartoon movie.

Deutsche Post DHL Group
myNet – the worldwide Digital Workplace

myNet is a state-of-the-art digital workplace for 220,000 employees in 6 divisions and 220 countries. It enables employees to use relevant information, services, applications, colleagues and interactive tools as well as to participate in discussions and forums.

The launch in 2015 has been followed by target-group-oriented participation activities to support the necessary cultural change.

Luxottica
OneLuxottica

We are a global leader in the design, manufacture and distribution of fashion, luxury and sports eyewear. With approximately 79k employees across five continents, we found a need for one digital platform to connect them all. OneLuxottica was created; a global intranet offering a mix of editorial and collaborative features, all accessible via smartphone/desktop and viewable in five languages.

Swisscom
New Employee Portal Swisscom

The new Swisscom employee portal was launched to our 19.000 employees in April 2016 with the vision to “Create an indispensable digital assistant for the working day. Accessible from anywhere, anytime, on any device.” Since the launch the employee engagement increased significantly and the user feedback on the new experience is highly positive.

43. Blog

Red Bull Games
Red Bull Games
Text100

The idea: To establish a branded publication covering video games with the same authority as independent magazines and websites.
The result: An award nominated channel, breaking exclusive news, recognised by readers as an equal to established competitors such as Kotaku, IGN and Eurogamer.

Ferrovial
Ferrovial Blog Relaunch

Last year we launched a new strategy for our blog. It’s more personal, it’s friendlier, and it’s innovative. The project is called Brand Journalism.We wanted to tell Ferrovial’s story through both our employees eyes and through an outside perspective using a fresh, accessible style.Brand Journalism has increased our monthly blog views by over 4k% and 70% of users spend more time reading our posts.

GittiGidiyor
GittiGidiyor Blog

With the power of “The host of e-commerce” position in the sector and its experience reaching out all categories, GittiGidiyor launched its GittiGidiyor Blog in 2015. GittiGidiyor which came to be known as guide in shopping by sharing everything that is to know about shopping based on professional content, in a shot time, turned into a content platform created by expert editors.

INFORMA D&B
BRANDED JOURNALISM FOR B2B: A PIONEER PROYECT IN SPAIN
Evercom Comunicación and Estrategia Digital

In view of the need to pass a 2.0 exhausted traditional online model, based on social networking profiles and a company blog to generate leads and engagement, INFORMA D & B creates EmpresaActual.com, the first pioneer site in Spain B2B branded content. A platform that allows the company to go beyond creating a real link with professional users based on utility and value of content.

Vodafone UK
Vodafone Social Redesign
Text100

Vodafone Social is Vodafone UK’s official consumer-facing blog, and its job as such is to inform and inspire potential, new and existing customers to do more with their mobile devices. But because there’s been a lot of changes to the way we explore and experience the web between now and its 2012 launch, we at Text100 decided 2016 was the right year to give the site a brilliant new redesign.

44. Website

TRW Automotive Aftermarket
TRW Automotive Aftermarket Website Re-Launch
LAW Creative

Our previous automotive aftermarket website wasn’t future ready; the interface was hard to navigate, not optimised for mobiles and lacked expert advice. Our redesign and rebuild aimed to make it faster and easier to search 40,000 products across devices. User-friendly filter functions, news, video and ‘how to’ guides in 15 languages have seen worldwide sessions rise by 55.5%, new users up 40.68%.

BMW Group
BMW Group Corporate Website
Interone

For its 100th anniversary the BMW Group created a new type of Corporate Website. By using large-format images and a frameless structure, the website provides users with information more visible and accessible than ever before – especially in terms of mobile usage.

The result is a state-of-the-art website for an innovative global company.

Bostik
Bostik Smart Web Estate
Freestyle Interactive

Freestyle Interactive were tasked with transforming the online presence of adhesives giant Bostik. We took an unglamorous subject, a complex audience and a fragmented brand and delivered a multi-award winning global web estate.

Bostik.com showcases our ability to handle every element of large scale web builds – from creating audience-focused content to rolling out multiple country sites.

Robert Bosch
Simply.Connected.

Bosch is in the process of becoming an IoT company. The annual report website has thus been designed as an interactive journey that makes the intangible IoT tangible for stakeholders. Layout and technology connect the figures with the stories, and reflect the Bosch “Simply.Connected.” strategy. 500k visits, 2.5m PV and 2m social media engagements so far attest to the content’s quality.

Thomas Cook
Casa Cook Rhodes

In May 2016, Thomas Cook (TC) brought a new breed of hotels with a bohemian spirit to the marvellous isle of Rhodes. With a deep understanding of design and atmosphere, Casa Cook Rhodes (CC) combines a bohemian attitude with an urban zeitgeist. Due to a successful media campaign and the launch of the new website www.casacook.com, CC achieved full occupancy.

45. Microsite

Blocket
Blocket Mode (Blocket Fashion)
Jung Relations

Blocket Mode is not a campaign – it is a simple but smart digital service design which managed to transform Blocket’s fashion offering. From one day to the next, we changed forever how fashionistas look at Blocket. The mobile service generated amazing buzz, attracted new customers, quadrupled online traffic and created a PR-driven service that is now an integral part of Blocket’s offering.

Freudenberg Sealing Technologies
LESS - Low Emission Sealing Solutions
Kuehlhaus

The LESS campaign’s mission is to bring out the importance of sealing solutions in today’s breathtaking automotive advances and illuminate their hidden yet essential functions. Dramatic analogies from nature give the message the power to cross boundaries and give experts, whatever their field, a full appreciation of the way seals help to boost efficiency and cut emissions.

K&H Group
Gap in the market
OMD Hungary, Laboratory Group and LA Communications

It is difficult to identify business opportunities that actually address customer needs.K&H Bank provides a solution to this problem by relying on consumer ideas to discover all those market niches where SMEs can start up a successful business. More than 16,594 ideas were uploaded to the microsite that we set up for the ideas in less than a month, and we have received 39,120 votes for these ideas.

M.Video
Smile.MVideo
CROS

M.video was mostly perceived as traditional retailer not active enough in communication with online customers. The main target was to engage online audience in communication with the brand. Smile.MVideo website was developed to provide high level of interactivity with the native entertaining branded content. The platform helped to engage audience and strengthen emotional brand trust.

Zavarovalnica Triglav
Feature article on earthquakes
PM, poslovni mediji

Earthquakes (Always) Rattle is a multimedia long-form feature article on everything about earthquakes. It is an empowerment marketing tool by the biggest Slovenian insurance company produced to engage external audiences; to educate them about safety and prevention related to natural disasters as well as to showcase how proper insurance can help in the recovery after a destructive earthquake.

46. Social Media

Neste
Don't Snap and Drive
Kurio // The Social Media Age(ncy)

Youth represent 1/3 of all people in traffic accidents and the risk of death among young drivers is three-fold compared to the whole population. The biggest gas station chain in Finland targeted the youth with an important message in a way they won’t easily forget: using the Snapchat accounts of their idols. The results speak for themselves.

ActionAid UK
#BrutalCut
Weber Shandwick

ActionAid challenged us to get people talking about the uncomfortable subject of female genital mutilation (FGM). To highlight this most brutal of cuts, we created a #BrutalCut of our own: video messages from Kenyan girls, unexpectedly cut into content by vloggers and publishers. The campaign had a reach of over 152 million and sparked thousands of conversations calling for an end to the practice.

MAN Diesel & Turbo
MAN175D Music Video

Opposites meet in our musical campaign that balances Eastern melody with Western engine technology. For a low-budget project, we managed to create a professional video that speaks especially to our Eastern fans base. The video launched in connection with maritime fair SMM and went viral on social media with high engagement. Subsequently, we celebrated our first ever sale of the MAN 175D engine.

PostNord Sverige
#mypostagestamp
MSLGROUP Stockholm

The Instagram contest #mypostagestamp combines the power of physical mail with digital social communication and creates an engaging platform to modernise the postage stamp product by linking it to the current image of Sweden. The contest received over 10 contributions per hour, round-the-clock, for 87 straight days with a total of over 20,200 contributions.

Volvo Cars
Volvo Snapchat Teaser
Jung Relations

With the help of image sharing app Snapchat, Volvo Cars created amazing buzz around the launch of its new millennial focused concept cars. Teasing the cars on Snapchat was tell-tale sign that Volvo is gunning for the younger audience. Before launching the cars in Volvo’s official channels, the new concept cars went viral, with an earned reach of 1,4 billion!

47. Mobile Communications & Apps

Vodafone
#BeStrong Anti-bullying Emojis

Having asked 5,000 young people about cyberbullying, Vodafone found they lacked tools to take a stand and show support for friends being bullied online. The PR team responded by creating a suite of ‘support’ emojis which launched on Snapchat and across emoji keyboards used by millions. The campaign gained support from global influencers, including YouTuber Tyler Oakley.153.5 million people reached

Brøndby IF
Get inside the club you love through Brøndby Inside!
Football Addicts

With 250.000+ fans of Brøndby IF we wanted our fans to get closer to the daily operations of our club.
We developed a live-streaming app with which we could broadcast the daily life of the club to the many fans of the club. It was important that the fans could interact with us, so in the app fans can ask questions as we broadcast live as well as upload questions on video which we then can answer.

Finnish Red Cross
SPR Takeover
Miltton

In an experimental pilot project to create a new kind of digital media, Finnish companies let the Red Cross take over their websites, and set a new record for the hungerday fundraiser. All thanks to a simple piece of code, and an even simpler idea, which resonated with audiences across all channels and created a unique co-branding opportunity for participants.

Infopankki
Your First Finnish Friend
Kurio // The Social Media Age(ncy)

Infopankki is a multilingual website provided by the City of Helsinki offering vital information to people planning to move to Finland and to immigrants living there. One of their target groups is exchange students, but their website wasn’t attracting these youngsters enough. Thus we launched a tailor-made bot on WhatsApp for this audience, and got 25% of them actively engaged in just 3 weeks.

RUStelefonen and Velferdsetaten- Oslo Kommune
Launch of " the sensible drinking app"
Nucleus

The Norwegian national drug helpline, RUStelefonen, wanted to reach out to youngsters and young adults, between 17-23 years, with their new app “Drikkevett” (Sensible drinking).

By clever use of channels and digital communication, combined with traditional media coverage, the app was downloaded more than 25 000 times within a week after launch – exceeding all expectations

48. Online Video Channel

Norwegian Travel Association (DNT)
Truls against nature
Geelmuyden Kiese and Nordic Screens

73% of all Norwegian boys aged 12 to 17 game every day. The youth organization of The Norwegian Trekking Association (DNT Ung) want outdoor adventures to be a part of teenagers’ future, by motivating them to step away from their computers and into nature. By merging the two worlds, introducing a popular YouTube gamer to the wild Norwegian nature, we got the teenage boys’ attention.

Deutsche Telekom
YouTube Netzgeschichten
Weber Shandwick

Weber Shandwick worked with Deutsche Telekom’s in-house team to refresh its YouTube channel, creating and producing engaging, weekly video content, with young hosts introducing technology topics from automatic cars to embedded SIM cards. The 46 videos so far average 23,150 views each, up from 2,000 per video. Google is using the channel as an example of best-in-class corporate storytelling.

International Paralympic Committee
Rio 2016 Paralympic Games

The campaign aimed to raise the profile of the Paralympics and engage new audiences. Through a mix of live video, real time clips, highlights, and athlete vlogs, fans got closer to the action than ever before. 14.95 million video views on Facebook and 10.6 million video views on YouTube from 7-18 September.

49. Multi-Market Communications

Philips
The Philips Breathless Choir
FleishmanHillard, as part of OneVoice Connect a consortium of Omnicom agencies

Philips brought together 18 people for whom breathing is a constant challenge and documented their journey as they conquered their fears and defied expectations by undertaking the impossible: learning to sing. The Breathless Choir was launched on World COPD Day (November 18, 2015) to support the Global Initiative for Chronic Obstructive Lung Disease to improve awareness and care of COPD worldwide.

ABB
Solar Impulse Part Deux

Our challenge: build a global campaign to capitalize on the interest surrounding Solar Impulse during it’s groundbreaking flight around the world, raising ABB’s brand awareness and associating us with the project’s positive message (sustainable development and the integration of renewables). We were demonstrably successful, with a major uptick in interest across all channels.

Deutsche Telekom
Sea Hero Quest
Proud Robinson

Sea Hero Quest is the world’s first mobile game where anyone can help scientists fight dementia. It has been downloaded over 2.3 million times, generating the equivalent of over 8,800 years’ worth of research, providing scientists with the data needed to help advance our understanding of spatial navigation, bringing us one step closer to managing the growing threat of dementia.

FEVE
FEVE, Endless Lives of Glass
Weber Shandwick

Unlike any other packaging material, glass is endlessly recyclable. If only glass bottles could talk, what stories they might tell… Our social-first campaign gave glass a voice, fusing custom-built bottles, innovative sound technology, hidden cameras and comedians to surprise shoppers across Europe. 11.2m people have seen the videos and the Friends of Glass community has grown 37% to 110k+.

UEFA
UEFA EURO 2016 Respect Campaign: #Celebrate Football

European-wide, integrated multi-channel CSR campaign, highlighting the social benefits of football during the UEFA EURO tournament in the summer of 2016. Focusing on the topics of accessibility and inclusion. The #CelebrateFooball campaign led to a strong increased awareness of the Respect messages within a widely expanded and more age and culturally diversified audience.

50. United Kingdom, Ireland

Pearson
The Alphabet of Illiteracy
Weber Shandwick

One in ten people cannot read or write. But illiteracy is the root cause of the world’s biggest problems. The Alphabet of Illiteracy gave Project Literacy the best start to achieving its ambitious goal: that by 2030, no child will be born at risk of illiteracy. The launch of the powerful creative (12.8 million video views), backed with compelling evidence, reached half a billion people.

Bisto/Premier Foods
Spare Chair Sunday
Weber Shandwick

British heritage gravy brand Bisto and national charity Contact the Elderly created Spare Chair Sunday, encouraging people to offer a spare chair at their Sunday lunch table to an older person who would otherwise be alone. The PR reach was 110 million. The integrated campaign led to a 20% upswing in sales of Bisto Best and attracted 5,500 new Contact the Elderly volunteers.

Digital Science
#BrexitScience
Atomic PR

BrexitScience harnessed a topic that the science community cared passionately about and put unknown entity Digital Science at the heart of the biggest media debate this decade – the EU Referendum. Smart strategy drove cut-through along with 565 million reach, 450% increase in website traffic and engagement from Government ministers and celebrity scientists.

IHG
#Whyoverpay
Hill+Knowlton Strategies

We changed consumer behaviour by using a survey and a stunt to show that booking directly with IHG, instead of through third part online travel agents, really can save consumers money.

Wileyfox
Launch of Wileyfox Spark
MSLGROUP

Previously unknown phone manufacturer, Wileyfox, tore a chunk out of the off-contract mobile market by encouraging media and consumers alike to be more wiley; turning their backs on over-priced smartphones. With a comms only approach to launching the brand, and no traditional advertising, Wileyfox carved out a 5% market share in only 6 months.

52. Spain, Portugal

Palex Medical
WALK YOUR WAY
Marco de Comunicacion

How turn NxStage, a portable hemodialysis machine, into a sensational story for everyone? By having 2 patients with renal failure walk 120 km of the Camino de Santiago. Walk Your Way showcased the regained quality of life for patients with kidney failure by engaging over 200 media including 10 TV’s and an online community of 1.400 patients with 80.000 impressions, resulting in quadrupled sales.

EDP - Energias de Portugal
EDP 40 Years

Within the scope of its 40th anniversary, EDP managed to appeal to people’s emotions, through a couple’s love story that grows, with light signals as their means of communication. The relationship is a metaphor for EDP’s history and its relationship with the Portuguese people. Over 8.2M people viewed the campaign and the feeling of favorability on social networks was 5 on a scale from 1 to 5.

IBM Spain
First IBM Cognitive Menu in Spain
Text100

The campaign set to position IBM as a pioneer in the new era of cognitive computing, where systems understand natural language, as well as learn and process volumes of data more like a human than a computer. Working with the IBM Chef Watson website, which allows you to create unique dishes using cognitive cooking, we developed the idea of developing the first Spanish cognitive menu.

Portugal Paralympic Committee
#sempena2016 movement
LLORENTE & CUENCA

To demystify the feeling of pity often associated to Paralympic athletes, we challenged all Portuguese to post a photo on social networks with the hashtag #sempena2016. The initiative created a flow that reached more than 7.4 million people only through digital channels. Over 200 news about the Portuguese Paralympic Committee and the movement were published since the beginning of the campaign.

Samsung
Do you want to feel strong emotions?
Lift World

To stimulate interest for the Samsung virtual reality experiences in Rock in Rio Lisboa, in the first time as an official sponsor, Lift World created three teaser videos that simulated the 360º experiences that the brand would activate: Bungee Jumping, Super Heroes and Roller Coaster! The videos, shared in digital platforms, attracted a large number of people to Samsung´s booth.

53. Italy, Malta

eBay
eBay Adopts L’Aquila: Helping struggling communities come back to life
APCO Worldwide

eBay adopted small & medium sized businesses (SMBs) from L’Aquila, a city still struggling to recover 7 years after a terrible earthquake, to help their digital transformation giving their businesses a new life. Through emotional storytelling, this 360° communication campaign and multi-channel approach succeeded in humanizing eBay’s brand and positioning them as partner of choice for Italian SMBs.

Immobiliare.it
From Flashdance to Masterchef. How media has shaped our home
Noesis

The aim was relaunching the site and celebrate the company’s 10 years of activity and, using the hook provided by the relation between media and houses, obtaining coverage on general media, usually reluctant to deal with those kind of new. The campaign had a readership of more than 5 mio people, 497 press stories, dozens of direct links and a media coverage lasting for over 6 months

Jetro
Everybody in line for Japan
MY PR

Expo Milano 2015 was an unique scenario for positioning the Japanese culture, through the communication of its Pavilion. In order to win the ‘battle’ with other exhibitors and make the Pavilion a must of one’s Expo tour, we focused on the long lines outside it: we presented them as a proof of its success, as it happens when Apple launches its latest Iphone, increasing visits and media coverage

Netflix
Launch of Netflix in Italy
MSL Italia - MSLGROUP

MSL Italia was in charge of developing and implementing a strategic public relations campaign to launch Netflix in Italy. The approach was to focus on different communication models. We developed a plan built on 3 phases: pre-launch, launch, and post-launch to maximize contact with every level of media/influencers. The program was an overwhelming success with a results of more 22.000 stories.

Renault Italia
Dacia Family Project
MSLGROUP - Publicis Consultants Italia

Dacia involved Udinese supporters to create a new generation of football fans, a response to empty stadiums and violent support. For the 1st time, in the Italian Football Championship, more than 100 pregnant women populated the stadium and 20 of them lined up with the football players wearing a special Udinese shirt, to underline that the love for their favourite team could be born from the belly.

54. Germany, Switzerland, Austria

Caritas international / Deutscher Caritasverband
Keys of Hope
Ketchum Pleon and BBDO

Refugees leave everything behind, except of their house key. It reminds them of what they used to have and what they hope to achieve again. The idea of the campaign was to tell 10 stories behind 10 keys to give refugees a voice, they don’t have in the media. Thus, regular keys influenced political debates, as the anonymous crowd of refugees became human destinies again who need our solidarity.

Berufsverband der Deutschen Dermatologen
Please Touch - Together Active Against Psoriasis
Edelman.ergo

Please touch takes up the sensitive topic of the lack of touching in a tactful and attention-getting manner, with strong visuals, and provides information about the widespread illness psoriasis – utilizing every channel. It motivates affected persons to go to the doctor and get modern therapy, in order to improve their quality of life and to facilitate an unencumbered approach to touching.

Graubünden Tourism
The Village Phone Promotion
Jung von Matt/Limmat

It’s so quiet in the mountain village of Tschlin that the tourist office promised a free holiday to anyone who called the telephone on the village square without any of the 166 residents answering. The response to the six-day campaign was huge: 4k calls, 30k attempted calls, 1.5m views on YouTube and Facebook, 50k visitors the microsite and 23m (DACH: 12m) reached through earned media.

Henkel
Henkel saves the mask of Tutankamun

How Henkel saved the mask of King Tut and told the world: During maintenance work at the vitrine the beard of the mask fell off and was hastily glued back with aggressive epoxy glue. The gap was visible and the beard crooked. Henkel immediately offered its expertise as leader in Adhesives and showed the world that the company can find a solution for every “sticky” problem.

Swiss Life
Retirement Trainees
Jung von Matt/Limmat

It’s possible to try out most things in life, but not retirement. This is precisely what was done in Retirement Trainees. Four documentary films portray meetings of young people with senior citizens. The trilingual campaign was successfully rolled out and generated a nationwide discourse about the topic. Over 6000 hours of viewing time, 1 million earned reach and over 14000 social interactions.

55. Belgium, The Netherlands, Luxembourg

Visit Brussels
#CallBrussels
Whyte Corporate Affairs and AIR

Since november 2015, the international media portrayed Brussels as a warzone. With the #CallBrussels campaign, we aimed to convince tourists intending to visit Brussels that there is no reason to revise their travel plans. The campaign gave a platform to people from Brussels to defend their city. The idea was simple – who better than the people of Brussels can answer questions from tourists?

Chateaux Real Estate
An ode to Hasselt – Building site tourism
Impuls Communicatie and Zandbeek. The agency for engagement.

What better way to guide locals through a big change in their city, than by involving them in every step of the way? Our content marketing and PR actions turned an inherently disruptive project – one of the biggest building sites in Belgium – into the pride and joy of Hasselt, that even earned a spot in the Belgium top 50 tourist attractions.

In De Vuilbak
Litter & Glamour In The Trash Bin
LEWIS

The campaign ‘In The Trash Bin’ created stunts to change behaviours towards littering. From a 3D drawing on a pavement, to a press conference in a parking lot (a classic trash crime scene). The campaign used familiar scenarios, to convince the public to keep their trash in their hand bag, backpack or car, instead of throwing it on the street. It exceeded goals, reaching over 24 million people.

ING
The Next Rembrandt
J. Walter Thompson Amsterdam

The Next Rembrandt is a 3D printed painting based on Rembrandt’s artwork. The project brings together the innovative character of ING with one of the most important sponsorships: Dutch art and culture. The painting was unveiled on the 5th of April in the presence of the Dutch press. After worldwide media attention, the painting went on tour and was displayed in various big cities.

Opel
Heartbeat of the stadium
Bijl PR and Triple Double

A campaign to raise awareness of the need for more citizens to register themselves in the national call system to provide first aid after a cardiac arrest, so enabling the creation of a 6-minute response zone across The Netherlands.

56. Norway, Sweden, Finland, Denmark, Iceland

Swedish Tourist Association
The Swedish Number
Cohn & Wolfe and INGO Stockholm

The Swedish Tourist Association, in honor of the 250th anniversary of the country abolishing censorship, recently created a phone number that let people from anywhere in the world instantly connect with a Swede. The campaign captured global attention generating nearly 180,000 calls from all around the world.

Durex
#DoNotDisturb
Hill+Knowlton Strategies

Durex launched a global campaign #DoNotDisturb about how we spend too much time on phones and too little on each other on vacations. In the Nordics, Hill+Knowlton Strategies conducted a survey of the Scandinavian holiday sexpectations, finding that we have lukewarm expectations to vacation sex. H+K pitched the findings to the media, resulting in an astonishing reach coverage of +6.1 million.

Max
The Green Menu
JMW kommunikation

A great product, a good story and timing is the recipe for a PR success. With tailormade media relations, proactive interviews, social media strategy and key influencer events we managed to earn over 20 million in media reach and 85 articles about the launch of the new green hamburgers at Max. Best of all we exceeded sales goals by 1967% and proved that good food can mean great business.

Mills DA and Egmont Kids Media
Bringing Food Tranquility to the people
Trigger Oslo

In 2015, grocery producer Mills launched the concept “MATRO” (=FOOD TRANQUILITY) to give society a healthier relationship with food. In 2016, Mills discovers that 1 in 3 Norwegian parents find mealtimes stressful. Together with educationalists, the MATRO table game is born. The sales has been great! 3 in 4 love Mills’ fight for “MATRO”, 1 in 2 are likely to buy products from Mills because of it.

The Norwegian Consumer Council
#Appfail

When using an app, you often have to let go of basic consumer rights. In order to raise awareness and push for change, we asked consumers to join us in saying this is not ok.

By going head to head with some of the worst terms and conditions, we ran a campaign that sparked massive engagement in traditional and social media. As a result, apps such as Tinder and Runkeeper changed their practice.

57. Estonia, Lithuania, Latvia

The Ministry of Environmental Protection and Regional Development of the Republic of Latvia
How did old folk singers help e-Latvia to score above the EU average?
Komunikācijas aģentūra / Edelman Affiliate

How to change deep-rooted habits? How to initiate the switch in the whole society and encourage them using the state’s e-services? The answer – via the least imaginable eLatvia users – old ladies, folk singers with a message: if we can get it, you’ll get it easily! That was the turning point– for the 1st time state services were used more online than in F2F. Latvia now scores above the EU average.

Bite Lietuva
Bold launch of new rates plans with free data bundles in Europe and additional values
Integrity PR

Bite Lithuania is the first telco in Baltic countries to introduce new rates plans that allow to use local data bundles in Europe without additional charges. Such a bold move needed a bold launch. To achieve that citizens of different European countries were involved. Campaign led to 3 times higher upgrade rate to new plans, 800 times bigger average internet consumption per one customer.

Ministry of Finance of the Republic of Latvia
#pay
A.W.Olsen & Partners (SIA PR Kvadrāts)

For 44% of Latvians not paying taxes is acceptable. To increase discussions about paying taxes among young people, which soon will become taxpayers, showing tax payment as a positive and honourable duty. We have involved in the campaign the most popular in Latvia rap singers, who wrote a song #pay (Latvian: #nomaksāt) and became the faces of the campaign. Campaign message has become a real hit.

Pärnumaa Tourism
Campaign “Runway on beach” for the restoration of the regional airport
Hamburg & Partners

How to get support for the restoration of the regional airport that would boost tourism and entrepreneurship in the entire region? In addition to integrated communication – research, open letter, expert articles, seminars, FB support pages, YouTube videos – a nationally attractive media event must be organized – purchase thousand candles and set up a one-kilometre-long runway down on the sand.

SBA
Let's commemorate our history together - "Wall of Silute"
KPMS ir partneriai

To mark the Šilutė Furniture company’s 125th anniversary, company invited the community to create region’s longest historical chronicle. Hundreds of the city’s residents participated in the selection of historical events. Local art school’s pupils worked with street artists to create designs that were transferred to 500-meter wall with the help of more than 1,000 Šilutė residents.

58. Poland, Ukraine, Republic of Moldova

AUDIO BIBLE
Hear what thou shalt not read: The AUDIO BIBLE Superproduction
LEWIS

One book, 2,000 years old. LEWIS supported a crowdfunding campaign to raise 200,000 PLN to create the first complete Audio Bible in the Polish language. The unique project saw Polish bloggers, influencers and more than 300 professional actors join forces to produce a special piece of work. The PR and social media campaign ensured the project exceeded its investment target by 25%.

1+1 media
The Victors

The Victors is a social multimedia project features stories of the ATO veterans who lost their body parts in the war, but never lost their moral courage. Our heroes with prosthetics are full-fledged members of society who can inspire others to believe what they are capable of. The project includes photo exhibition; video art installation; news reports; charity-related issue of VIVA! magazine.

Make-a-Wish Poland
Together, We Make Dreams Come True
Partner of Promotion

Together, We Make Dreams Come True is a remarkable campaign aimed to bring joy for terminally ill children. Volunteers I Have a Dream Foundation and PR agency Partner of Promotion’s employee devoted their time to support the cause entirely pro bono. Thanks to these people, we have managed to fulfill many dreams of incurable children and put a smile on their faces during struggle with a disease.

59. Russia, Belarus

PayPal
#WhereverYouAre - Discovering Russia's remotest spots with PayPal
Grayling

In Russia, part of the population lives in places so distant that e-commerce serves as a lifeline there. Knowing this, the #WhereEverYouAre campaign takes us on a fascinating journey to the “e-commerce frontier”, showing how PayPal helps people living in remote areas of the world’s largest country to buy and sell things and lead fulfilled lives, using 5 real PayPal users as inspiring examples.

Megafon
MEGAFONLIVE FESTIVAL

The idea of holding the MegaFon Live music festival was born out of our Truly Close communications platform. The idea was to demonstrate that MegaFon can connect people in the most important moments in life, even if they are a long way from each other. This is why we choose a unique format for our MegaFon Live concerts, hosting them in two cities at the same time, and linking them up by video.

Nivea
Nivea New Rinks: Big Difference for Small Communities
Elefante

Within its global CSR strategy, Nivea, one of the leading global skin care brands with a portfolio of products for tough weather conditions, has accomplished a large-scale initiative aimed at strengthening relations with local communities. Brand brought back the joy of traditional Russian winter sports – ice skating – to thousands of people living in small towns of the country.

Viber
Viber History of stickers
FleishmanHillard Vanguard

Viber, one of the top mobile messenger apps, developed the creative idea of transferring the web-based stickers from virtual reality to the real world by organizing a cool city-wide event that showcased history of stickers as a unique cultural phenomenon. This approach helped it to increase brand’s market share in Russia and become the most popular messenger – 61% of Russians now use this app.

Wintershall
Partnership in a frosty climate
navos - Public Dialogue Consultants

The political climate between the West & Russia is frostier than ever since the Cold War. Russia is a pivotal region for Wintershall. Germany’s largest oil & gas producer has worked with Russian partners for years. To set an example of positive relations, Wintershall & Russia’s Gazprom supported the renovation of a place that embodies their shared history: the Chinese Palace near St. Petersburg.

60. Hungary, Czech Republic, Slovakia, Slovenia

OTP Voluntary Pension Fund
You Can't Work Forever - OTP Voluntary Pension Fund
Café PR

Café PR has been working with OTP Pension Fund (PF) since 2014. We realized that Hungarians have the wrong perceptions when it comes to retirement and that traditional, positive messages are ineffective. They don’t save any money themselves, because they plan to live from salary even in the old days. To shock them, we showed them what “Work till you drop” would mean in practice.

Magyar Telekom
“Become an IT Specialist!”
Uniomedia Communications and MEC Hungary

There are 20,000 IT vacancies in Hungary. Telekom created „Become an IT Specialist!” program aimed at creating future IT specialists. Our shoestring budget creative PR solution spoke directly to Generation Z through relevant channels, raising interest for the program, keeping topic alive in the long-run and building the responsible company image of Magyar Telekom.

Samsung Electronics Czech and Slovak
Samsung Live Broadcast Competition
Ogilvy Public Relations

Samsung Live Broadcast Competition launched Samsung Galaxy S6 edge+ smartphone via unique live stream performance. We focused on its superior camera live broadcasting features and designed 14 days live streaming that got attention of our target audience and media. People engaged in finding the hidden broadcasting place in Prague, co-created and shared their own photo messages.

SPOSA Bratislava
The Autism Simulator: A Minute in the Skin of an Autist
Seesame

To raise awareness about autism & employment of people with autism, we created the world’s first autism simulator in virtual reality. The simulator, which allowed ordinary people to look at the world through the eyes of a person with medium autism, garnered exceptional buzz among the media and public, and helped raise almost EUR 7,000 in a crowdfunding campaign.

Unilever Magyarország
Domestos – “Let’s save school toilets” program
Uniomedia Communications, Mindshare and PLANB Magyarország

Domestos, the leading disinfectant in Hungary, pledged to improve hygiene conditions of 25 million people by 2020. At the same time chlorine products were attacked in local media – a potential threat to market performance. The „Let’s save school toilets” program was created as a platform to engage all parts of society, provide hygiene for thousands of children and support business performance.

61. The Balkans

'Our Premature Children' Foundation and AbbVie Bulgaria
All About Premature Babies’ Care Platform
Chapter 4 Bulgaria

Development and popularization of unique online platform to provide 24/7 support and “step-by-step” information to parents of premature children in Bulgaria, including topics like causes of prematurity, specific babies’ needs, psychological challenges in front of parents and follow-up care, and opportunity to download the guide “All About Premature Babies”

CEZ Bulgaria
Stop Theft of Electricity and Equipment in Bulgaria

The theft of electricity in Bulgaria has steadily increased in environment of soft sanctions against it: when caught, the offender pays only 1/3 of the price estimating only the period of 3 months back. In 2016, CEZ launched a campaign that lead to a national debate. The Company called for higher penalties and proposed the increase to go to a state fund. Authorities engaged to raise the sanctions.

Lenovo Romania
Moto. Not Fads.
Graffiti PR and Digital Star

“Moto. Not Fads.” is a campaign that found a smart positioning in a very competitive and crowded market, with consumers constantly being drawn between technical specs and design glam. With a daring idea, we launched a brave debate around fads and real value, taking the champions by their “rose gold” horns and rewarding consumers with content, not prizes.

Postbank
Stronger Together. More Opportunities for You.

Stronger Together is a campaign for the acquisition of Alpha Bank – Bulgaria branch operations by Postbank, conducted for a record short time. This is a unique deal in the banking sector in Bulgaria as two big institutions merge their business. Due to the communication campaign the merger was very smooth and the big number of clients was accommodated with the very best of the two institutions.

Progress
Telerik Is Now Progress PR Campaign in Bulgaria

The campaign was to rebrand Telerik to Progress in Bulgaria, following the Progress acquisition of the former. Telerik was the best, most well-known Bulgarian startup success story, but Progress had little brand recognition there. Our rebranding and PR campaign grew brand awareness in Bulgaria substantially; the change is perceived by the general public to be positive and successful.

62. Greece, Cyprus

Novartis
Novartis, Life Measurements
Weber Shandwick

Weber Shandwick developed an ambitious public health campaign for Novartis, to help Greeks who can not afford to access healthcare. In a roadshow of 12 cities, 16,000 free diagnostic tests were carried out, leading to 500 serious health conditions being diagnosed. The initiative, supported by local authorities and health organisations, is a beacon of hope in a healthcare system at breaking point.

DIAGEO HELLAS
Athens Fine Drinking by World Class

WORLD CLASS is on a mission to inspire people to think and care about fine drinking in the same way they care about fine dining. WORLD CLASS Greece wanted to create a vehicle that would inspire and engage consumers, stakeholders and the industry. Athens Fine Drinking by World Class, a new festival dedicated to fine drinking, was the activation that did just that!

M&S
London Inn Athens
V+O Greece

In the midst of a turbulent economic situation (capital controls), we achieved to deliver a creative & low budget media event, presenting the new M&S collection and achieving high level of interaction / attendance along with vigorous social media buzz. The creative concept took our guests by surprise, further building brand’s dynamic fashion image and its strong media relations.

MSD
The power of one day, MSD Social Hackathon
Admore

When MSD Greece, assigned us their annual team building activity, we decided to create a sustainable action to benefit society. For the first time MSD employees voluntarily participated in a Social Hackathon creating promotional materials for a campaign: a TV commercial, an animation movie, social media statements and artworks to raise awareness for the Inclusion of the Disabled Persons in Greece.

PUBLIC STORES
Public Book Awards in Greece

Public stores, the number one destination for books in Greece, having initiated numerous actions for the book, organized in 2016 for the third year in a row the Public Book Awards!Through this particular initiative, which both the publishing world and the readers have cherished, the Public stores aim for the first time in Greece at revealing and promoting the audience preferences.

63. Turkey

Turkcell
Letters to Gallipoli
Pure New Media

As Turkey’s communication leader, we built a communication bridge between today and the soldiers who lost their lives on the Battle of Gallipoli in 1915. With our website canakkaleyemektuplar.com, we gave people the chance to answer the letters that were written but probably never replied back than. All of these letters will become trees bringing life to those soldiers in the Forest of Peace.

Ford Trucks
Lady Boss
Tick Tock Boom

As a heavy commercial vehicle brand, Ford Trucks operates in a sector where men dominate. 98% of our social media channels consist of male followers. On behalf of Ford Trucks, whose followers are almost entirely men, we wanted to celebrate International Women’s Day with a true but unknown story of “Lady Boss” (Hanımağa).

Shell Turkey
Shell Eco-marathon Turkey
Hill+Knowlton Strategies Turkey

Shell Eco-marathon challenges student teams around the world to design, build, test and drive ultra-energy efficient vehicles for 31 years.

To celebrate its 10th anniversary in Turkey, Shell Turkey hosted a local SEM from 27-29 Nov 2015.

The budget was ~107K€ and 29 employees supported it. 81 print, 3 TV and 276 pieces of online coverage were secured, with a reach of 24.7M and $1.315M AVE.

Turk Telekom
Sunshine

Sunshine is a project that aims to train children with “low vision” and provide equal opportunities to discover their true potential and to make them continue their education with their non-disabled peers in non-disabled schools.

Turk Telekom
Books on the Phone

“Books on The Phone” Project is a service that makes hundreds of audio books in Boğaziçi University Assistive Technology and Education Laboratory for Individuals with Visual Disabilities’ (GETEM) library available for free to visually impaired all around Turkey, over home phones, via TT’s country wide infrastructure.

Contact

Any questions? Please contact us:
Anna Augsburger
Award Manager
+49 (0)30 8485 90