2025 Winners

Lime is the UKʼs leading e-bike operator, but continued growth depends on proving its positive impact on city life and sustainability. For its 2024 campaign, Words+Pixels boldly took on one of the most vexed topics around urban cycling – the lack of dedicated parking on city streets and around transport hubs. The result? Widespread media coverage and direct engagement with local government on future planning. A bold, culturally-led stunt turned bike parking into a city-wide talking point, mobilised thousands of grassroots advocates, and sparked meaningful conversations with stakeholders - while reinforcing to Londoners that Lime is on their side.

The judges said: A simple yet smart idea, beautifully executed to show how spaces can change. A perfect blend of creativity and clever thinking that grabbed attention and left a lasting impression.

Most male washrooms don’t have facilities for binning incontinence products or waste. Incontinence affects millions of men across the UK (1 in 8) and 80% of men with incontinence are too anxious to leave the house. The BOG STANDARD is a creative initiative developed for phs Group and Prostate Cancer UK to support men with incontinence, empowering them to feel confident using toilets in public. Through emotive content, case study led media relations, a football activation with Manchester Utd leading the way, 751 businesses have signed up to the BOG STANDARD charter and 12,040 male incontinence bins are in situ. 

The judges said: A game-changing health and wellness campaign, combining powerful insight, clever creative, and great execution to deliver measurable outcomes. Beautifully shot and directed, with standout moments and a clear call to action, it turned a taboo into a business opportunity and created meaningful awareness around an important issue.

The “Boob Tube” was Elvie’s platform to bust some breastfeeding taboos. We called on transport operators to provide better signage for breastfeeding women with a carriage of fearless mums. We reached 78% of new mothers through editorial. We generated 2.7 million organic social reach across all channels and 150,835 engagements. At the same time we delivered a 30% increase in “Elvie Pump” Google searches compared to the previous month.

The judges said: A smart, subversive, and culturally charged campaign that nailed Elvie’s bold-yet-authentic tone. Visually arresting and rooted in real advocacy, it sparked genuine conversation while seamlessly aligning brand and mission.

Over 55 million people worldwide live with dementia, with 30 million new cases annually, yet most receive little support beyond diagnosis. Alzheimer’s Intelligence addresses this gap through “Liv,” an empathetic, photorealistic AI built on 3,500 first-hand accounts from those living with the condition. Liv provides compassionate, practical advice on non-medical aspects of life, personalising guidance as it learns about each individual. Currently in beta with Innovations in Dementia’s 3,000-member network, Liv is already supporting users and is set to expand through partnerships with Alzheimer’s NGOs in the UK and US, fostering a more positive, dignified approach to dementia care.

The judges said: A powerful combination of cutting-edge AI with human empathy to tackle an often-overlooked health challenge. A beautifully executed, real-world solution that addressed a clear need with rigour and impact.

CALM “Missed Birthdays” was a spectacular installation designed to raise awareness of suicide – each of the 6,292 balloons marked the birthday a young person missed because they died by suicide.

It drove 220 pieces of coverage, delivering over 350 million Opportunities to See through editorial coverage. 23,000 people shared the installation on their social channels.

Most of all, the installation prompted 29,500 visits to the CALM C.A.R.E. Kit microsite delivering vital prevention information and advice.

The judges said: A sensitive, visually impactful campaign that turned a symbol of celebration into a powerful representation of loss, with standout execution, a smart media placement, and a simple yet deeply moving idea.

In London’s Caribbean community, health talks are taboo—yet silence costs lives, with 65% dying from hereditary conditions and men two-thirds more likely to suffer strokes. To spark open dialogue, we tapped into “liming” (socialising over conversation) and the community’s love of dominoes. We created a handcrafted set featuring island-inspired designs and carved health questions, turning play into a safe space for family health discussions. A film launch and community rollout placed the game in barbershops, cafes, churches, and museums, reaching 48% of London’s Caribbean population, with 84% exposed to the campaign more likely to talk about health and 64 pieces of targeted coverage. The NHS has now adopted it as a national public health best practice.

The judges said: A beautifully crafted campaign with a strong strategy and flawless implementation, drawing on cultural nuances and layers to provoke critical change and achieving results it truly deserved.

How do you get Gen Z to care about Nationwide during Freshers Week?

We turned a 140 year old bank (that students couldn’t care less about) into the brand that dominated Freshers Week, by tapping into chicken-shop culture with a finger-licking, one-of-a-kind event.

“NationFried” took the (let’s face it, entirely un-newsworthy) opening perk of a £120 JustEat voucher and turned it into a celebration of all things takeaway, hosted by TikTok legend GK Barry and BETA Squad’s Harry Pinero. Not only were students queuing around the block, we drove a 33% increase in consideration, and opened 10,186 new Flexstudent accounts.

The judges said: An extremely impressive campaign that successfully shifted a legacy bank to truly resonate with a younger audience. By creatively tapping into audience culture and using talent brilliantly, it connected authentically and delivered standout results.

We were tasked with driving mass fame for Malibu’s new responsible drinking campaign - Don’t Drink and Dive – which highlights the risks of drinking and entering the water. 

After partnering with the RLSS to uncover the scale of the problem - two thirds of Brits said they would be more than happy to take a dip after drinking - we then headed to Brighton Beach with five-time Olympic medallist, Tom Daley wearing nothing but his new and exclusive Made With Love knitted trunks that were designed to NOT get wet.

200+ pieces of coverage later including multiple national broadcast hits, we saw a 15% increase in consumer awareness of the dangers of drinking alcohol near water. Safe to say we made a splash.

The judges said: A fun, simple but effective campaign that cleverly aligned the brand with a serious message in a light-hearted, memorable way. Smart use of partnerships, a strong insight, and Tom Daley’s cheeky presence helped drive mass fame while landing a vital message on responsible drinking.

Holidays are coming, holidays are coming…in under budget. In our most brazen dupe to date, we launched a 15-tonne festive Freeway Cola truck and toured the UK. Sure, it would have been a great tongue in cheek stunt to get the media talking and show what Lidl is famed for, but why stop there? Across a staggering 18-stops (most of which are skipped by another famous truck) we supported the communities that support us, with free food shops, Christmas wishes and surprise gift boxes, all while showcasing Lidl’s unique personality. 

The judges said: A clever and cheeky parody, turning a playful stunt into something meaningful. By combining brand humour with genuine community support, the campaign delivered both festive fun and real impact

Black Friday marks the start of the festive shopping season, making it crucial for cashback providers like Rakuten. Relatively unknown in the UK, Rakuten briefed us to create the standout Black Friday story of 2024 to engage “shopportunists” – time-poor women aged 35–55 seeking the best deals. With no advertising budget, we launched a cross-channel PR campaign featuring comedian Ellie Taylor in a Ferris Bueller’s Day Off parody, showcasing cashback with Rakuten. The campaign generated nearly 400 media hits, 99% with core messaging, boosted brand awareness by 27%, drove a 10% rise in site visits, and outperformed competitors during the festive period.

The judges said: This campaign tackled a tough brief, yet successfully hit its objectives by winning the Black Friday media conversation. They loved its creatively strong, unexpected execution, turning a potentially dry topic into an entertaining, culturally relevant campaign.

This cheeky, low budget Valentine's Day campaign for Domino's was delivered entirely through PR. Launched just four days out from V-Day, it flew around the world in hours dominating the UK editorial and social media landscape.

Launching a pepperoni scented unisex fragrance with a familiar face from culture, to celebrate Britain's favourite romantic pizza seriously delivered commercially too – generating a 23% order increase based on year-on-year comparison data, verified by Domino's.

The judges said: This campaign’s hot creative delivery, wide Valentine’s Day takeover, and seriously spicy commercial impact made it a standout example of Pure Play PR executed to perfection.

For Grenfell Athletic, a football club born from tragedy, W Communications and Brothers & Sisters redefined what a football shirt could mean. More than a symbol of pride, it became a living tribute to a community still healing. Under the idea of Fabric of the Community, we created a kit infused with real fire-damaged fabric from the night of the Grenfell tragedy – each shirt carrying personal stories of survival and loss. NFC technology turned every piece into an interactive memorial, connecting fans to the voices of those affected. The result? A sold-out kit, a secure future for the club, and a powerful legacy.

The creative campaign helped make Grenfell Athletic everyone’s ‘second favourite team’ and ensured the 72 lives lost are never forgotten. It set a new standard for purpose-led storytelling in sport – and a lasting tribute woven into the fabric of football.

The judges said: Simple, powerful, and utterly brilliant, using fire-damaged fabric and embedded chips to preserve survivors’ stories both physically and digitally. The judges celebrated its thoughtful insight and execution, noting how it adds deep emotional meaning and sets a new standard in storytelling.

Millions visit the world’s greatest artworks daily, experiencing an emotional and even physical response—yet 300 million people with visual impairments cannot fully share this. To bridge the gap, we launched Sound of a Masterpiece, a multi-sensory project pairing masterpieces like Da Vinci’s Mona Lisa and Munch’s Scream with immersive Dolby Atmos soundscapes. By transforming visual art into music, blind and partially sighted people could hear and feel the works in powerful new ways. The campaign delivered 65 pieces of coverage, an 86.8M reach, and significant uplifts in brand favourability (+21%) and intent to seek Dolby Atmos content (+14%).

The judges said: Conceptually brilliant and admirably ambitious, translating visual media into audio to allow blind individuals to experience the emotional power of masterpieces. They commended its strong insights, strategy, and execution, noting it adds meaningful value to the target audience while also appealing to a broader consumer, opening important conversations around accessibility and inclusion.

Name a female explorer. Tough, right?

That’s not because pioneering women didn’t exist. It’s just that history tends to focus on the men. This campaign set out to right that wrong.

Women With Altitude turned the launch of the OnePlus13 smartphone into a campaign that shone a spotlight on female explorers past and present, all while showcasing the incredible tech features of the device.

Beyond its positive cultural impact, the campaign delivered on its commercial objectives, driving 41,000 people to the OnePlus e-commerce site and helping to make OnePlus 13 the brand’s most successful flagship smartphone launch to date.

The judges said: 'Women with Altitude' is a strong, pan-European campaign that cleverly connects historical underrepresentation with modern ambition, brilliantly aligned with travel. They praised its powerful creative link between modern adventurers and forgotten female icons, noting the idea and name are brilliant and push beyond category norms.

Following years of negative headlines, Rail Delivery Group (RDG) tasked Good Relations with reigniting positive sentiment around leisure train travel and inspiring spring journeys. Tapping into Britons’ shared love of music, we created Musical Routes—geo-targeted audio guides narrated by Jo Whiley, delivered via the Window Seater app. Covering 30 UK towns and cities, the guides celebrated local music heritage, from grime in East London to The Beatles’ Liverpool roots, and linked stories to rail travel itself. Supported by research, quizzes, influencer trips and extensive media activity, the campaign generated 80+ pieces of quality coverage and 11,000+ homepage visits, driving renewed interest in train journeys.

The judges said: The clever fusion of music and travel technology led to an unexpected pairing that not only shifted sentiment around leisure train journeys but delivered measurable impact.

Veo, the sports-tech camera company for grassroots football, set out to prove its commitment to democratising the game and stand out in a growing AI-camera market. Inspired by FIFA’s Puskas Award, it launched The People’s Puskas 2024—a global competition to celebrate “the best goal you never saw.” Open to all, it invited fans to nominate, vote and champion amateur players worldwide, showcasing talent regardless of age, race or gender. Run as an earned-first campaign across PR, social, fly-posters and a video-led voting site, it generated 40M+ impressions, 2,183 goals entered, 300K votes, and a 215% year-on-year uplift in product leads.

The judges said: This campaign achieved amazing engagement and impressive global results on a modest budget, creating authentic consumer connections through UGC and fan voting. The judges loved the clever twist on a traditionally exclusive event and the smart, well-executed idea that generated real community impact.

ASICS identified the desk as a danger to mental health and inspired the world’s employees to move with the ‘Desk Break Clause’ - the first employment contract clause for movement supported by scientific evidence from King’s College London on the power of move breaks. As ASICS adopted the clause internally and invited other organisations to follow, we launched a PSA from the world’s scariest boss and unlikely mental health advocate, Succession’s Brian Cox. The result: a ‘viral masterpiece’ generating 2.3B earned media reach, 50M+ PSA views and 1.2M+ Desk Breaks taken, plus endorsement from the World Health Organization Director General, establishing ASICS as the definitive authority on movement for your mind.

The judges said: A brilliant campaign, flawlessly combining humour, science, and entertainment to address mental health in the workplace in an engaging, culturally resonant way. The judges commended its thoughtful execution, slick production, sustained cultural impact, and smart, common-sense approach.

Virgin Media O2 made AI the hero of its anti-fraud campaign by creating Daisy, an AI grandmother who turns the tables on scammers. This groundbreaking use of artificial intelligence combined multiple AI tools to enable real-time conversations with fraudsters, keeping them occupied for hours while protecting potential victims. The campaign pushed creative boundaries by allowing an AI bot to act as company spokesperson, generating massive global attention and proving AI's potential for social good. Daisy's success demonstrates how innovative technology can be harnessed creatively to address serious societal issues while capturing public imagination.

The judges said: Just brilliant, using AI at the heart of the creative to subvert expectations and deliver outstanding results against clear objectives. They praised its anarchic humour, particularly the unforgettable granny, noting its true British wit and perfectly executed, clearly impactful idea.

ASICS identified the desk as a danger to mental health and inspired the world’s employees to move with the ‘Desk Break Clause’ - the first employment contract clause for movement supported by scientific evidence from King’s College London on the power of move breaks. As ASICS adopted the clause internally and invited other organisations to follow, we launched a PSA from the world’s scariest boss and unlikely mental health advocate, Succession’s Brian Cox. The result: a ‘viral masterpiece’ generating 2.3B earned media reach, 50M+ PSA views and 1.2M+ Desk Breaks taken, plus endorsement from the World Health Organization Director General, establishing ASICS as the definitive authority on movement for your mind.

The judges said: Golin tackled a challenging issue in a unique and engaging way, with Brian Cox proving the perfect, disruptive casting choice. The judges complimented its seamless leverage of cultural moments, outstanding results (including WHO endorsement) and how it sets ASICS apart from competitors while leading an important conversation.

Virgin Media O2 demonstrated genuine purpose by creating Daisy, an AI grandmother who actively fights fraud while challenging ageist stereotypes. Rather than mere messaging, the campaign directly intervened against fraudsters, wasting scammers' time to protect vulnerable consumers. Daisy engaged in over 1,000 real scam calls, preventing fraudsters from reaching genuine victims while raising awareness of fraud reporting mechanisms. The campaign achieved measurable societal impact, increasing 7726 awareness from 18% to 26% and generating 8% more fraud reports monthly, proving how businesses can use innovation to create meaningful social change.

The judges said: An imaginative, purpose-driven use of technology that transformed fraud awareness into real-world action. They praised its smart, relevant insight, the empathetic use of a gran, and clever AI execution, making it a disruptive, engaging, and emotionally resonant campaign.

In the UK, if a person is killed outside their house, the minimum sentence is 25 years. But if someone is murdered in the safety of their own home? A pitiful 15. And the victims? Mostly women, murdered by partners with a history of coercive control, in brutal acts of overkill.

Earnies created Black & Blue plaques for charity Killed Women, commemorating seven women murdered in their homes, which were placed on the victims’ houses, then taken to Westminster to lobby the Government to level the sentencing.

Just three months later, the law was changed.

The judges said: A powerful, purpose-driven initiative that achieved incredible impact, including a change in the law. The judges commended its emotive storytelling, bringing affected families into the narrative, and generating widespread coverage, making it a truly thought-provoking and impactful campaign.

ASICS identified the desk as a danger to mental health and inspired the world’s employees to move with the ‘Desk Break Clause’ - the first employment contract clause for movement supported by scientific evidence from King’s College London on the power of move breaks. As ASICS adopted the clause internally and invited other organisations to follow, we launched a PSA from the world’s scariest boss and unlikely mental health advocate, Succession’s Brian Cox. The result: a ‘viral masterpiece’ generating 2.3B earned media reach, 50M+ PSA views and 1.2M+ Desk Breaks taken, plus endorsement from the World Health Organization Director General, establishing ASICS as the definitive authority on movement for your mind.

The judges said: Bold, original, and culturally sharp, brilliantly reframing a workplace issue with humour, credibility, and impact. They praised its insightful strategy, exceptional film, clever use of talent, and measurable results, highlighting the introduction of a 15-minute movement break as a smart, purpose-driven way to drive conversations about mental health and physical activity at work.

CALM “Missed Birthdays” was a spectacular installation designed to raise awareness of suicide – each of the 6,292 balloons marked the birthday a young person missed because they died by suicide.

It drove 220 pieces of coverage, delivering over 350 million Opportunities to See through editorial coverage. 23,000 people shared the installation on their social channels.

Most of all, the installation prompted 29,500 visits to the CALM C.A.R.E. Kit microsite delivering vital prevention information and advice.

The judges said: A smart, human-led stunt with substance, combining an eye-catching visual of balloons with real-life impact. The judges loved its profoundly moving idea, executed with clarity and restraint, delivering emotional cut-through and validated reach through video and press coverage.

“Get everyone talking about the bird.”

“Back the bird - all the way.”

“The bird is the word.”

That was the brief we were given from Kellogg’s. In other words, generate PR buzz for the latest re-brand, which, in reality, meant trying to get people excited about a new 3D version of the iconic mascot, Cornelius the Cockerel. Not exactly front-page stuff…

So - how do you spark national interest when the brief was, in effect, to make the logo bigger - something most earned agencies would run a mile from?

This is the story of how we hatched the most talked-about rebrand of the year - ruffling feathers (in the right way), to turn a corporate re-brand into a genuine cultural moment, delivering the most successful earned media campaign in Kellogg’s history. And, perhaps best of all, we put Cornelius back at the British breakfast table with a whole lot more pluck and swagger.

The judges said: An elegantly executed, visually striking PR stunt that confidently made a big moment out of a brand refresh. They commented on its polished, playful tone, clever touches, and unmistakable Kellogg’s brand identity, turning a simple brief into an outstanding campaign.

Virgin Media O2 made AI the hero of its anti-fraud campaign by creating Daisy, an AI grandmother who turns the tables on scammers. This groundbreaking use of artificial intelligence combined multiple AI tools to enable real-time conversations with fraudsters, keeping them occupied for hours while protecting potential victims. The campaign pushed creative boundaries by allowing an AI bot to act as company spokesperson, generating massive global attention and proving AI's potential for social good. Daisy's success demonstrates how innovative technology can be harnessed creatively to address serious societal issues while capturing public imagination.

The judges said: A simple, culturally relevant, and perfectly executed use of AI that subverts expectations about scam targets. They praised its inventive storytelling, British humour, and impressive results against clear objectives, demonstrating how creativity can dominate the news agenda without paid media.

We earned every headline — and then some — by placing a waxwork Greggs Sausage Roll in Madame Tussauds on National Sausage Roll Day, 5 June.

With zero paid media and just one wax pastry, we secured 347 pieces of coverage, 50+ broadcast hits, global pick-up, 5.77B audience reach, and viral social reach and engagement.

The secret? A brilliantly simple visual activation with huge cultural resonance and irresistible news value. This campaign didn’t shout — it charmed. And the earned media metrics show the result: press, public and platforms alike couldn’t resist the story.

Pure baked-in brilliance. All earned. 

The judges said: A brilliantly simple idea, flawlessly executed, proving that sometimes the most powerful earned media moments are 'baked' with just the right mix of wit, timing, and cultural resonance.

A remarkable 85% of those exposed to the “Fair Pour” said it increased their support for fairer taxation and Oxfam’s campaign to get the world’s super-rich to contribute more.

From a brief to “get progressive taxation discussed in the pub” (toughie that), we delivered something that got the nation talking about what constitutes a fair contribution. All with a pint of (nonalcoholic) beer in hand.

That’ll be a round of Super-Rich Stout to celebrate with, please.

The judges said: A smart, clever way to spark conversation by turning tax talk into pub chat, using pints as a relatable financial index. The judges loved its sharp, funny execution and the way the concept genuinely resonated with people, perfectly meeting the brief.

E.ON wanted to raise awareness of its Next Drive EV charger—the UK’s lowest tariff—while tackling outdated perceptions that EVs are costly to run. With research showing most people underestimate affordability, we created the EVerything is £2.70 Store in Soho, where every item cost the same as an overnight EV charge. The bold, colourful pop-up doubled as a press and influencer hub, supported by expert economic analysis and research revealing families could save thousands by switching. The campaign generated 280 media hits, 900 in-store visitors, 50k website impressions, and persuaded 80% of attendees to rethink EV costs—shifting national perceptions of affordability.

The judges said: Mischief brilliantly turned a corporate brief into an engaging, memorable concept with impressive results. The judges complimented its single-minded strategy, relatable idea of the £2.70 store, and strong execution and art direction, making the cost of charging both fun and easy to understand.

HeyDude’s In Her Shoes campaign boldly redefined the brand for Gen Z women by handing creative control to cultural powerhouses Madame Joyce, Lily-Rose, and Imogen Cribb. Each creator hosted and scripted their own podcast episode, led fashion-style shoots, and developed shareable content rooted in unfiltered truth. Built on the Empower Moves platform and produced with DE&I at its core, the campaign smashed engagement targets with 2.85M+ views and a 22.6% follower boost. More than a campaign, this was a creator-led reinvention that transformed HeyDude’s identity — from “dude” to deeply resonant, female-first storytelling.

The judges said: A creatively brave campaign, giving influencer partners full creative control to deliver authentic content. They praised the strategy and execution for successfully achieving a significant brand repositioning through this bold approach.

Virgin Media O2 made AI the hero of its anti-fraud campaign by creating Daisy, an AI grandmother who turns the tables on scammers. This groundbreaking use of artificial intelligence combined multiple AI tools to enable real-time conversations with fraudsters, keeping them occupied for hours while protecting potential victims. The campaign pushed creative boundaries by allowing an AI bot to act as company spokesperson, generating massive global attention and proving AI's potential for social good. Daisy's success demonstrates how innovative technology can be harnessed creatively to address serious societal issues while capturing public imagination.

The judges said: Brilliantly thought-through, truly integrated, and highly effective, delivering impressive results and recognisable ROI on a modest budget. They applauded its inventive use of technology, global impact, and heart-warming, poetic creativity that turned a seemingly vanilla topic into an engaging, revolutionary, and memorable experience.

In London’s Caribbean community, health talks are taboo—yet silence costs lives, with 65% dying from hereditary conditions and men two-thirds more likely to suffer strokes. To spark open dialogue, we tapped into “liming” (socialising over conversation) and the community’s love of dominoes. We created a handcrafted set featuring island-inspired designs and carved health questions, turning play into a safe space for family health discussions. A film launch and community rollout placed the game in barbershops, cafes, churches, and museums, reaching 48% of London’s Caribbean population, with 84% exposed to the campaign more likely to talk about health and 64 pieces of targeted coverage. The NHS has now adopted it as a national public health best practice.

The judges said: Beautifully crafted, simple, and highly focused on its target audience, delivering an important message in a fun and unexpected way. Judges loved its thoughtful, well-researched execution, striking visuals, and culturally resonant touch points, making it both valuable and expertly delivered.

Aldi believes that everyone should have access to fresh, healthy, affordable food. It’s a right, not a privilege. And why stop just at just food - why not fashion as well?

So, when we spotted that Moschino had released the ‘Sedano bag’, a £3,700 leather purse that looked like a bunch of celery – we knew we had to act.

Enter the Aldi ‘Celery Bag’… a fun, fast, reactive idea - and the direct result of true collaboration and trust between agency and client. We not only highlighted Aldi’s great value but did it in a way that felt culturally relevant, whilst using the brand’s witty tone of voice.

The spoof bag generated over 1.7M views, 2,000 comments (in the first hour), 130+ media articles, and a 10% increase on celery sales WoW…

The judges said: Taylor Herring embodied a hustler, can-do mentality, delivering a truly reactive and impactful idea with impressive TikTok reach. They complimented its simple, fun execution, strong brand alignment, and excellent results, highlighting the seamless synergy between agency and client in moving fast.

Over nine months of stealth planning and seven weeks of explosive execution, W and HelloFranses! turned Labubu, sold exclusively at Pop Mart, from cult collectible into full-blown phenomenon. Using a precision creator strategy that fused influence, behavioural science and category insight, every post and placement was engineered to build rarity, obsession and demand. The result: stampedes, sell-outs, TikTok meltdowns and media mania. Labubu generated three times more TikTok airtime than #MatchaDates and #HotGirlSummer combined, sparked a 300% UK sales spike, and made retail history as Pop Mart stores were forced to halt sales temporarily due to overwhelming demand.

The judges said: A strong example of creative effectiveness, delivering measurable impact while letting the product take centre stage. They praised its flawless activation, smart use of influencers to drive sales, and the real, ongoing cultural impact it achieved.

Telling the story of a brand birthday can be a bit self-serving and a roundabout journey to some PR fun. So when First Bus wanted to celebrate their 30th, the challenge was to do it in an unexpected, eye-catching way. And what’s more unexpected than someone known for anything but buses? Enter TikTok sensation Francis Bourgeois— ‘The Train Guy’—turned ‘The Bus Guy’ for the birthday. We partnered with him to help the nation love and use the bus, delivering a social-first campaign that became the brand’s best-performing content ever (100% earned), with millions of organic views, tons of coverage, and plenty of joy.

The judges said: A masterclass in influencer use, with Francis’s persona perfectly aligning with First Bus to create a wholesome, relatable brand image. The judges commended its clever, unexpected approach and the impressive payoff from leveraging a creator with a captive audience.

In London’s Caribbean community, health talks are taboo—yet silence costs lives, with 65% dying from hereditary conditions and men two-thirds more likely to suffer strokes. To spark open dialogue, we tapped into “liming” (socialising over conversation) and the community’s love of dominoes. We created a handcrafted set featuring island-inspired designs and carved health questions, turning play into a safe space for family health discussions. A film launch and community rollout placed the game in barbershops, cafes, churches, and museums, reaching 48% of London’s Caribbean population, with 84% exposed to the campaign more likely to talk about health and 64 pieces of targeted coverage. The NHS has now adopted it as a national public health best practice.

The judges said: Brilliant, clever, and empathetic, thoughtfully created with and for the community it represents. They loved its creative use of dominoes and inclusive terminology to spark conversation and education, noting its real-world impact, including NHS adoption, as a powerful example of driving systemic change and progress in diversity and inclusion.

Ethnic minority professionals in the UK face systemic bias in hiring and pay, needing to submit 60% more applications than "white sounding" applicants to land an interview. Unlike gender pay gaps, ethnicity pay gap reporting remains optional, allowing disparities to persist unchecked.

Launched against a backdrop of rising anti-DEI sentiment and race riots, on UK Ethnicity Pay Gap Day 2025, workplace equality non-profit People Like Us launched a campaign exposing one of Britain’s greatest biases. A powerful 2-minute spoken-word film subverted Shakespeare’s 400-year old question “What’s in a name?”, highlighting how name bias closes career doors and widens the ethnicity pay gap.

Unveiled in Parliament, the film was the centrepiece of an impact campaign, alongside expert insights, groundbreaking research and arming workers with pre-populated emails demanding answers from MPs.

The judges said: A poetic and smart way to draw attention to an important issue. They praised its creative use of art for social change, noting its impact is as significant as policy shifts and deserving of strong commendation.

2024 was our most successful year ever. Revenue soared from £10.13M to £13.8M, with profit margins up 13% year-on-year. We were named one of PRWeek’s Top 10 fastest growing agencies, leaping from 49th to 36th in the Top 150.

Our secret? Relentless creativity, bold innovation, and a values-driven culture. We welcomed giants like Britvic, Elida, and Aldi to our client roster, while deepening our commitment to DE&I, championing causes we care about and cheering on our staff as they raised thousands for charity

The judges said: Taylor Herring presented a strong, innovative approach to industry challenges, consistently delivering top-tier work with great results. Judges applauded the agency for doubling down on culture while maintaining its reputation for outstanding creative output.

Our greatest challenge has been laurels. And not resting on them.

We are the most-awarded agency of the year once again and the most-awarded agency of the last four years.

We lead the way in our workplace policies. We’re Sunday Times Best Place to Work and industry journals award us frequently.

So this year has been about pushing further. Refusing to rest on laurels. We’re driven by a fear of being the agency about which people say “do you remember when they were brilliant?”. We challenge mediocrity at every turn and strive to improve on every front.

We’ve doubled-down on the quality of our work (see attachment) and we’ve reviewed policies across the board to ensure they’re industry leading. Because laurels are to be won, not to be rested upon.

The judges said: Hope&Glory effectively demonstrated team objectives being met, with clear examples detailing problem, idea, and impact. They commended the transparency around senior team diversity, noting the focus on tangible results rather than just percentages, providing strong evidence of a great year.

There’s a perception that we’re a hard-nosed, hyper-commercial agency focused solely on scale and winning. In reality, we grow—7% global revenue to £27m last year and record new clients—because creativity and purpose drive everything we do. We engineer impact, from client campaigns to industry innovation, prioritising long-term value over short-term gain. Becoming employee-owned, we backed our people to launch ventures like WX and W Capital, fuelling culture-shifting work. We've built a future-facing creative agency with people, purpose and performance at its heart.

The judges said: W Communications demonstrates impressive growth, a strong approach to work, and effective team building, exemplifying what it means to be a modern creative agency. They praised its employee ownership, cultural bursaries, and sustainability efforts as evidence of genuine people-first thinking.

2024 was our most successful year ever. Revenue soared from £10.13M to £13.8M, with profit margins up 13% year-on-year. We were named one of PRWeek’s Top 10 fastest growing agencies, leaping from 49th to 36th in the Top 150.

Our secret? Relentless creativity, bold innovation, and a values-driven culture. We welcomed giants like Britvic, Elida, and Aldi to our client roster, while deepening our commitment to DE&I, championing causes we care about and cheering on our staff as they raised thousands for charity.

The judges said: Taylor Herring demonstrate impressive growth, innovation, and top-tier campaigns, perfectly matched by people-focused initiatives. They applauded the agency’s continual reinvention, adaptation, and stellar results, highlighting it as a leading example of creativity in the industry.

In the past 18 months since we began, Earnies has:

Won 26 new clients.

Been crowned number 2 in the new business rankings for all PR agencies in PR Week.

Booked 1.75M revenue for 2025.

Affected public policy on London transport, creating signage that will help the pregnant and disabled

communities be offered seats on the tube.

And most importantly, changed a domestic homicide sentencing law, for the charity Killed Women.

This is just the beginning of what is sure to be a stratospheric rise for Earnies.

The judges said: Earnie's impressive achievements, remarkable growth, and commendable commitment to diversity and sustainability were all deserving of recognition and signal a promising and extraordinary future ahead.