PRWeek UK Awards 2015: Most Creative Campaign of the Year

Taylor Herring's polar bear stunt to launch Sky's Arctic-themed TV drama Fortitude was deemed most creative, taking home the award sponsored by Luchford APM.

PRWeek UK Awards 2015: Most Creative Campaign of the Year

The stunt helped bring in 1.7 million viewers for the first episode, the channel’s biggest audience ever for an original show. Using puppeteers from the award-winning West End production of War Horse, a ‘real-life’ polar bear was created.

The bear toured London, appearing on a Jubilee Line platform and meeting commuters on the Southbank. A ‘making of’ video was also produced including clips from the show. Within hours, #polarbear was trending on Twitter, landing on the homepages of Mashable, The Huffington Post and Reddit. In total, there were more than 500 pieces of fully credited coverage with an editorial reach of 83 million globally, as well as 47 million Twitter impressions, 30 million of which were in the UK.

Creativity shone through. It brought it to life with simplicity and excellence 

Sarah Scales, Brands2Life

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