A close-fought contest between PRWeek's Five favourite Campaigns in May was eventually won – with nearly half of the overall votes – by Engine Creative's powerful work for EA Sports/FIFA 21 and the Kiyan Prince Foundation.
Just behind, in second place, was a clever campaign from Highland Spring, which the partnered Pantone Color Institute to launch a ‘Pee Healthy’ colour guide – matching colours with hydration levels of urine – to start a colour conversation about hydration.
See the full results below and find out more about the winning campaign:
EA Sports & Kiyan Prince Foundation – Long Live The Prince
Kiyan Prince, a Queens Park Rangers youth team player who was stabbed to death when he tried to break up a fight at the age of 15, was added to the world's most popular video game – FIFA 21 – as a 30-year-old QPR player, in a powerful campaign that aims to inspire young people to fulfil their potential and steer clear of gang violence.
Rather than being an anti-knife initiative full of grim imagery, this campaign’s messaging is more about fulfilling life rather than having it taken away.
The campaign was created by Engine Creative on a pro-bono basis. All proceeds raised will go directly to the Kiyan Prince Foundation, the charity run by Kiyan’s father, Dr Mark Prince OBE.
In case you missed it: Five Campaigns We Liked in April: your winner revealed
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