FM Winter 2025 - Flipbook - Page 18
CAT K
Most E昀昀ective
Integration/
Amplification
This was another tough shortlist to get
onto, and a challenging one for judges
to grapple with. The category saw a
nice variety of pop-up events, with
agency returns including last year’s
gold winning agency PrettyGreen (then
listed as the event arm, The Producers)
and last year’s silver, Hopper with
Clarion for Aldi.
The category also sees the pop-up
Hotshakes event for Costa by Circle that
made the shortlist in immersive and
two popular cosmetics events by N2O –
for Made by Mitchell and TRESemme
and Superdrug.
The super seven is complete by the
launch event created in the heart of
London by Hyphen for Liquid IV.
Circle – Costa
Hopper and Clarion Communications
– Aldi
Hopper and Ogilvy – Toblerone
Hyphen – Liquid IV
N2O – TRESemme and Superdrug
N2O – Made by Mitchell
PrettyGreen – Hasbro Playdoh
CAT L
CAT M
Category L - Blackjack’s augmented reality
in-store at Avolta
This category was new last year and is
still gaining traction. Hopefully over
time it will attract small but perfectly
formed people-powered occasions but
as it is, we’re witnessing some astonishing armies of brand ambassadors
going out to perform at big event days.
For Elevate the agency base in Paris
was supremely geared up for this year’s
Olympic Games, so that multiple
activations were won -and delivered –
requiring logistical excellence and
energised talent.
For Hel’s the expert ambassadors
showed made a successful Waitrose
Winter Festival at Tobacco Dock 2022
even more successful in year 2023 in a
great example of consistency and
adjustment adding value for 7771
event guests.
N2O’s two finalists are for case studies
seen elsewhere in these awards – the
big day out in cosmetics and wellbeing
for Superdrug presents and the collective Christmas push that helped
Tesco’s grottoes to be loved by shoppers.
Most E昀昀ective Use People-Powered
of Digital or Tech Campaign or Event
An intriguing category with some tech
popping up where it isn’t typically
deployed and one event where
technology was a major part of the
event and its brief.
Augmented reality in the challenging
environment of retail experience is the
engagement driver here for the
campaigns for Avolta ad PepsiCo. AR
was also given a toys and games first
for the Hasbro Furbies by Pretty Green
For P&O Cruises N2O harnessed an AI
powered quiz resulting in a personalised holiday selection.
Completing the set of 5 finalists is We
Are Collider’s high tech Berlin esports
event for Red Bull, ‘League of its Own’.
Blackjack – Avolta
CPM – PepsiCo
N2O – P&O Cruises
PrettyGreen – Hasbro Furbies
We Are Collider – Red Bull
Category K - PrettyGreen's brand engagement for Play-Doh
16 Winter 2025
Elevate Global – Olympics
Hel’s – Waitrose
N2O – Superdrug
N2O – Tesco
Category M - Elevate Global providing an
experience at India House at the Paris
Olympics
