PRWeek UK Awards 2015: Integrated Campaign of the Year

#FollowTheFairies was a Christmas campaign created by Unity for Marks & Spencer. Judges labelled it as beautifully conceived and executed, giving it the nod in the category sponsored by markettiers4dc.

Touring the country and creating intrigue with unbranded acts of festive goodwill, the campaign generated interest prior to the launch of the Christmas advert.

The team used Twitter to listen to the nation’s conversations and respond to those in need of Christmas spirit with bespoke digital and real-world experiences.

Shareable content, with subtle brand cues, heightened anticipation ahead of the big reveal. Cue the advert, with a great soundtrack and a witty script, and a primed audience responded with hearts, minds and wallets.

The winner delivered an excellent integrated campaign

Frankie Oliver, Fever


Highly Commended

Swing the Vote; Unity for vInspired

Finalists

100 LIVES; Edelman for 100 LIVES

Hepatitis: Think Again; Ketchum for World Hepatitis Alliance & WHO

Lunar Mission One; Pagefield for Lunar Missions

 

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