Three was our magic number at the Campaign Media Awards

Last week, we joined Medialand's elite for the 2022 Campaign Media Awards, walking away with three wins at the end of the night.

The Awards recognise and reward the transformative work driving change for both clients and the industry, with innovation, strategy and creativity at their heart.

Our work with Pringles for their' Meet Frank' campaign scooped top honours in the Food category, Co-op Funeralcare's 'Helping a Nation Grieve' partnership with Reach Solutions won the Healthcare award. And, Mondelēz's Cadbury made it a hattrick in the Data & Creativity category for the innovative 'Cadbury Worldwide Hide' campaign.

Pringles' powered-up collaboration with Twitch brought to life a misanthrope Zombie Cowboy called Frank that helped us reach the unreachable, engage the unwilling and convince the doubters. Gamers can be tricky folk, but Frank made them sit up, take notice, with an equivalent of over 65 years spent with him across various platforms, and ultimately eat 8% more Pringles.

Judges praised the campaign for showing a 'great link between audience, brand and media with a big, standout creative execution that leads to real results'.

In 2021, Co-op Funeralcare saw a nation struggling with its grief in lockdown. Plus, with ever-changing Covid regulations, the focus of their 'Helping a Nation Grieve' campaign would need to be adaptable to the restrictions people were dealing with.

Working with Reach Solutions, we created a content series that focused on the grieving process, explored coping mechanisms, and prompted people to help themselves and others in very challenging circumstances. Content has been viewed more than 700,000 times and made it possible for 100 families to grieve their loved ones in tactful obituaries.

Judges said the work demonstrated a 'very good cross-channel partnership that tackles a challenging subject, with strong business impact.'

With the ritual of Easter egg hunts only mattering to a core audience of young families, and amid a global pandemic that threatened to ruin Easter (again), Cadbury had a responsibility as category leader to spread the magic of Easter to everyone in the UK. Cadbury Worldwide Hide allowed consumers to hide an egg for a loved one anywhere in the world. In doing so, we brought millions of people together with loved ones and expanded the ritual to new audiences. We also smashed sales targets and future-proofed the brand within a landscape of ever-tightening restrictions.

Judges said 'data was at the heart of the execution and was used well for optimisation, producing a smart and engaging campaign with good results.'

We are so proud of everyone at Carat UK who worked on these campaigns! Congratulations to everyone involved.