Product packaging redesigned to ensure price stability during a time of economic uncertainty.
“One of the stand-out successes of the PENNY Price Packs campaign was in its creative simplicity. The media was the message, and that message was price stability in the face of economic uncertainty. The campaign was timely and beautifully executed, with sharp design cues that naturally stood out on shelf. The products themselves became sought after, not just for their low price but for the packaging. It was staggering seeing the products on shelf against their competitors, as packaging is rarely something that changes for household staples like bread, mayo and flour. This innovative solution was not only a creative success but sent a strong message to the category out the importance of price transparency and stability in the face of uncertainty. Customers could literally see (and take home!) PENNY’s commitment to their consumers, building trust and no doubt loyalty for the brand. The PENNY’s Price Pack campaign is prime example of how the smallest details can make the biggest difference.”
Ella Britton, Strategy Director and Head of Creative Planning at Mediaplus UK
The world’s first financial product that turns breastfeeding into savings and opens the door for broader behavior change.
“Herconomy is more than a powerful creative idea — it’s a necessary intervention. At its core lies a raw, eye-opening insight about the financial and personal toll faced by Nigerian mothers who choose to breastfeed over formula. This isn’t just a campaign; it’s action. A bold, pragmatic solution that transforms a mother’s sacrifice into tangible financial empowerment. By allowing women to earn interest on money they would have spent on formula, Herconomy introduces the world’s first financial product that turns breastfeeding into savings. It’s an elegant idea rooted in empathy and designed for real impact. Beyond supporting women individually, it challenges societal norms and opens the door for broader behavior change. This is the kind of work that doesn’t just win awards — it moves the world forward.”
Sara Eid, Regional Creative Director at Serviceplan Arabia
AC Milan players wear their mothers' names on jerseys for a powerful change: to raise awareness of Italy's sentence 131 allowing mothers to pass on their surname.
EMBED FILM
“Wouldn’t you like to have the surname of your mum as well as your dad’s? Wouldn’t you like to pass on both your partner’s name and your own to your children? These questions immediately make you think and connect with this beautiful stunt.
And this stunt obviously made me think of my mum, Rita Doktorczyk (hello, Mum!) When I discovered this idea for the first time, I wasn’t jealous like creatives often are about great ideas. Instead, I was just overwhelmed by a positive feeling, like any human being would be. That’s how universal it is — and why I think it deserves all the awards it has already won, and beyond that, all the PR it has rightfully received.”
Philippe Fass, Executive Creative Director at Serviceplan Group Belux
Turning wool from gay rams – often killed for being seen as “unproductive” — into a symbol of pride and inclusion, raising global awareness and funds for LGBTQ+ rights.
“Rainbow Wool is a brilliant example of what happens when creativity dares to go one step further. The idea starts in the most unexpected place – the very origin of the product – and from there builds a story that is as surprising as it is strategic. This is not just about textile design or branding. It’s about finding a communication territory no one has touched before, and using it to spark conversation, attention and relevance. A powerful reminder that originality isn’t about being loud – it’s about being sharp, smart, and one-of-a-kind.”
Ruth Santana Zarzo, Creative Media Director at Mediaplus Equmedia Spain
Museum experience revamped: world brightest minds’ brainwaves visualized as digital artworks, combining neuroscience with technology and cultural storytelling.
“The UAE doesn’t do small, and Abu Dhabi’s Saadiyat Cultural District is proof. Home to over seven world class museums including the Louvre and Guggenheim, its launch demanded an idea as bold as the vision behind it. Neural Murals is a beautifully crafted journey into the minds of creators. Hosted by Oprah Winfrey, the brainwaves of artists are translated into evolving digital art in real time as they reflect on what inspires them. It’s a poetic fusion of neuroscience, storytelling and culture, and a standout contender for its flawless execution, immersive digital craft and smart PR reach.”
Andy Wyeth, Managing Director at Serviceplan Cologne
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