The world's first Rubbish Café gave a whole new meaning to 'flashing the plastic' when Ecover launched its 100% recycled and recyclable washing-up bottles.
Ecover and Red Consultancy have been awarded the Grand Prix, as well as B2C Experiential Brand Campaign/Event of the Year award at The Drum Experience Awards 2018 for the activation where consumers could pay for a meal with a piece of recyclable plastic. Kitted out with upcycled décor and a zero waste menu, the café caught the public’s imagination.
Jury member and managing director at Hearst Live, Victoria Archbold expressed how wonderful it was to see a campaign and live execution that perfectly captures the spirit of the nation provoking thought and conversation.
"The team have gone beyond a moment in time and translated the concept into all brand channels. A simple live idea delivered well that boasts great amplification through influencer marketing and social media engagement."
Another big win comes from Slice and Engine, which took home the coveted Chair's Award and Brand Activation (as part of an integrated marketing campaign) of the Year for its work with E.ON.
E.ON worked with Slice and Engine to attract new younger consumers to them through their solar product, but in a way that would excite and resonate with them.
As part of a wider campaign Slice’s job was to recreate Gorillaz infamous animated ‘Kong Studios’ as a real, fully functioning solar-powered recording studio which toured gigs across Europe.
Chair of the judging panel and head of experiential and growth at Geometry Global, Andy Dougan said : "A beautifully executed experience with a simple but strong idea at its heart, tapping into people’s passion for music and technology in order to excite a low interest category.
"It incorporated purposeful innovation, design excellence and executional precision. This was a creatively inspiring experience that performed exceptionally well - not only in terms of KPI’s but also cultural impact."
The Social Media/Digital Activation Integration of the Year and Product Launch/Relaunch Event of the Year award was won by Manifest London for Sony Interactive Entertainment Europe (SIEE).
SIEE created an immersive event for the release of Detroit: Become Human, a game which is set in a future where androids and humans must learn to coexist.
Damian Clarke, chief executive officer of The Current Collective and a jury member said that this activation showed excellent use of pre-campaign research which culminated in deeply interactive experiences during the event.
"This launch campaign bought the product to life brilliantly and generated a huge amount of content and coverage for a relatively small budget," he explained.
"The creative and strategic treatment were bought together well, and ultimately the reach of the content was a testament to the quality of the activation and how Manifest London and Sony Interactive got stuck into the detail of the game concept."
Other winners include: XYZ for Event Agency of the Year - Under 40 staff and Sport Event of the Year; MKTG UK for Event Agency of the Year - 40+ Staff; Octagon for Sponsorship Activation/Event of the Year; Lively Worldwide for Global Experiential Brand Campaign of the Year; Imagination Europe Limited for Innovative Activation/Event of the Year; and Brand Brewery for In-House Event of the Year .
These awards were sponsored by Identity, UGCA, The Crystal, Anna Valley, Noonah and Blynk Live.