W wins big in Cannes with Project 84

26 September 2018

W shortlisted for Eight PR Week Awards and Global Consumer PR Agency of the Year

It’s been a bumper year for awards at W. After picking up a few EMEA Sabres at the Holmes Report event in Amsterdam, we followed it with seven Cannes Lions for our Project 84 work with adam&eve and mental health charity CALM. Later this year all eyes will be on the Homes Report Global PR Week Awards. In Washington DC, where W has been shortlisted a. Consumer of Agency of the Year.

In the meantime, all eyes are upon the end of season climax as we’ve been shortlisted for EIGHT PR Week awards, including Mid-Size Agency of the Year. We’ve got form having won this category in 2015 and will have our fingers crossed for a repeat in 2018.

Our work for CALM has delivered a slew of nominations, including four for L’Eau de Chris, including Innovative Use of Social Media and Best Use of Planning, Strategy and Evaluation.

Using a tease and reveal mechanic, we convinced media and public alike that Love Island’s Chris Hughes was launching a bottled water infused with his own tears. In fact, it was all a clever ruse to activate CALM’s #DontBottleItUp campaign to get men talking about depression and anxiety on World Mental Health Day. And boy, did it work.

Project 84 is shortlisted in Cause-Led and Not-for-Profit. The collaboration with This Morning saw 84 statues placed on the roof of ITV Tower, one for every man who take their own lives every week in the UK. The campaign created a sensational response with over 200,000 signatures demanding more government investment in mental health and questions raised in PMQ’s quoting the statistics.

On a slightly lighter note our robust press office work with MoneySupermarket was recognised in the Financial Services category. The team here put out four stories a month, generating over 2,000 pieces of coverage each year. One of our biggest hits was Fredd-Inflation, charting how the price of Freddo chocolate bars had skyrocketed in the past decade compared to other consumer purchases.

The resulting coverage and public uproar (even Jeremy Corbyn got in on the act) saw Cadbury’s actually reduce the price of Freddo from 30p to a more respectable 25p.