The following campaigns have not been judged on their performance on one metric or another. Instead, they have been chosen simply because they raised a smile, or an eyebrow, or sometimes both, with PRWeek staff.
'Every day is different'
Persuading people to work in social care – a gruelling line of work that is notoriously poorly rewarded in financial terms – is not the easiest of tasks.
'Life or knife'
The crime-prevention campaign is supported by the parents of James Brindley, who was 26 when he was stabbed to death in an unprovoked attack in 2017, and features real-life stories of both victims and offenders.
'Discover our land'
If in doubt, wheel the celebrities out. And so the Duchess of Northumberland has found herself alongside the likes of folk singer Billy Mitchell and former Newcastle United Football Club chairman Sir John Hall.
'Operation Poppy'
A quirky approach was used to reveal various celebrities supporting the Appeal, with GCHQ devising a series of brainteasers for would-be codebreakers to crack.
'Spot of lunch'
There’s nothing like a good old play on words, and here the use of a comforting phrase clashes with the image of a tumour growing across an unsuspecting woman's chest as she sits having lunch.
In this campaign, by the Yorkshire and Humber Alcohol Alliance, the tumour grows from a drop of wine spilt on her top, symbolising the increased risk of breast cancer from drinking.
'Float to live'
The traumatic experiences of people who have almost drowned breathe life into a campaign by the Royal National Lifeboat Institution (RNLI), which warns people to keep calm and float if they get into difficulties in the water.
'The road whisperer'
A cult hero on social media, whose true identity has yet to be revealed, The Whisperer is a thinly veiled homage to The Dude, played by Jeff Bridges in cult film The Big Lebowski.
'This is not consent'
A series of short films featuring couples starts off innocently enough, depicting scenarios such as putting lipstick on or coming home with a takeaway pizza after a night out, but swiftly escalates to anger and aggression.
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