Bristol agency scoops top prize at national awards
Bristol-based 375 has been awarded the coveted Grand Prix at the 2014 Fresh Awards, in the face of competition from leading UK and international agencies including Weber Shandwick and Havas PR.
The sustainability communications consultancy’s Scott100Letters campaign for the Wildfowl and Wetlands Trust (WWT) was singled out as the overall winner across all categories. It was an initiative that captured the imagination of the British public, achieving primetime slots on The One Show and national newspaper coverage, as well as creating a social media storm.
A winning factor of the campaign is the fact that the content was created by the general public. Captain Scott’s final letter to his wife during his fatal Antarctic expedition provided the nucleus of the core idea. In the letter, Scott asked his wife to instil their son Peter with an interest in nature. Sir Peter Scott later pioneered modern conservation, founding the WWT and the WWF.
A century later, this campaign urged people to write their own letters to inspire someone to do something amazing; these were judged by a celebrity panel including Michaela Strachan, Chris Packham, Bill Oddie and Kate Humble. One hundred winning letters were mailed from the world’s most southerly post office in Antarctica, by Kate Humble.
Letter recipients ranged from royalty and politicians to the writers’ friends and family members. And the campaign sparked a wide range of actions geared towards preserving the environment and encouraging people to take more interest in the natural world.
Harvey Whitehead, founder and managing director at 375, says: “This campaign epitomises the connected way we look at brands. At 375 our ethos is to create things that the world would miss, and that enables us to take more adventurous approaches.
“We started with a high value idea, rather than thinking in terms of creating a ‘PR campaign’ or a ‘digital campaign’. We saw huge potential in utilising the heritage of WWT to create a campaign that made the charity’s history relevant for today’s audiences. But we didn’t stop there – we wanted to use that to change lives for the better by getting people involved.
“Scott100Letters is a fascinating idea comprising a formula for real-time third party content creation. The letters people wrote were sincere, interesting and inspiring, forming valuable content and stories which found themselves on social channels, in newsprint and even on national TV.
“We are so proud to have won the Grand Prix at the Fresh Awards. But what makes it even better is that we’ve won it for something that is genuinely doing good. And we believe all brands have the potential to do that.”
For more information on the campaign visit: : http://vimeo.com/111002560 or http://www.375.co.uk/case_study/wwt-scott-100-letters/.