CAT KMost E昀昀ectiveIntegration/AmplificationThis was another tough shortlist to getonto, and a challenging one for judgesto grapple with. The category saw anice variety of pop-up events, withagency returns including last year’sgold winning agency PrettyGreen (thenlisted as the event arm, The Producers)and last year’s silver, Hopper withClarion for Aldi.The category also sees the pop-upHotshakes event for Costa by Circle thatmade the shortlist in immersive andtwo popular cosmetics events by N2O –for Made by Mitchell and TRESemmeand Superdrug.The super seven is complete by thelaunch event created in the heart ofLondon by Hyphen for Liquid IV.Circle – CostaHopper and Clarion Communications– AldiHopper and Ogilvy – TobleroneHyphen – Liquid IVN2O – TRESemme and SuperdrugN2O – Made by MitchellPrettyGreen – Hasbro PlaydohCAT LCAT MCategory L - Blackjack’s augmented realityin-store at AvoltaThis category was new last year and isstill gaining traction. Hopefully overtime it will attract small but perfectlyformed people-powered occasions butas it is, we’re witnessing some astonishing armies of brand ambassadorsgoing out to perform at big event days.For Elevate the agency base in Pariswas supremely geared up for this year’sOlympic Games, so that multipleactivations were won -and delivered –requiring logistical excellence andenergised talent.For Hel’s the expert ambassadorsshowed made a successful WaitroseWinter Festival at Tobacco Dock 2022even more successful in year 2023 in agreat example of consistency andadjustment adding value for 7771event guests.N2O’s two finalists are for case studiesseen elsewhere in these awards – thebig day out in cosmetics and wellbeingfor Superdrug presents and the collective Christmas push that helpedTesco’s grottoes to be loved by shoppers.Most E昀昀ective Use People-Poweredof Digital or Tech Campaign or EventAn intriguing category with some techpopping up where it isn’t typicallydeployed and one event wheretechnology was a major part of theevent and its brief.Augmented reality in the challengingenvironment of retail experience is theengagement driver here for thecampaigns for Avolta ad PepsiCo. ARwas also given a toys and games firstfor the Hasbro Furbies by Pretty GreenFor P&O Cruises N2O harnessed an AIpowered quiz resulting in a personalised holiday selection.Completing the set of 5 finalists is WeAre Collider’s high tech Berlin esportsevent for Red Bull, ‘League of its Own’.Blackjack – AvoltaCPM – PepsiCoN2O – P&O CruisesPrettyGreen – Hasbro FurbiesWe Are Collider – Red BullCategory K - PrettyGreen's brand engagement for Play-Doh16 Winter 2025Elevate Global – OlympicsHel’s – WaitroseN2O – SuperdrugN2O – TescoCategory M - Elevate Global providing anexperience at India House at the ParisOlympics
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