What does it mean to be creative? Can we define it with certainty, or is creativity a subjective concept that holds a unique meaning for each individual? Is it something we can capture and define, or is it a wild, untamed beast that looks different to everyone who encounters it?
2024 marked the 9th ceremony of the UnAwards, and we were honoured to judge the Best Creative Comms category, an experience that challenged us to think deeply about what it truly means to be creative. Each year, we ask ourselves, how do you measure creativity?
Creativity is our jam, and we had a whopping 65 incredible entries to review in this category. The standard was off the charts, with entries ranging massively in scale and approach. The ones that stood out demonstrated creativity throughout their strategy and planning, use of media, messaging, content, and of course, execution.
But the UnAwards don’t just stop at celebration. They’re also about learning and sharing best practices. If you bagged yourself a ticket, you’re in for a treat! The UnAwards Masterclass offers a unique opportunity to go behind the scenes of the winning campaigns, meet the teams responsible, and soak up their reflections, insights, and lessons learned.
What you’ll gain from the masterclass:
- A behind-the-scenes look at the winning and highly commended projects.
- The chance to meet the teams behind these standout campaigns and hear about their creative process.
- Reflections and insights that can help you craft more impactful and innovative communications.
- An opportunity to connect with like-minded comms professionals and share ideas.
In the meantime, let’s take a look at some of the campaigns that caught our eye:
South Yorkshire Fire and Rescue (SYFR): Kitchen Nightmares
- Awarded a high commendation for its straightforward, no-nonsense, and impactful messaging.
- Aimed to raise awareness about the frequency of kitchen fires at home in a way that resonated with the audience.
- Cleverly and creatively referenced pop culture in their fire safety video, making it memorable and effective.
- Utilised a clear creative approach and concept, achieving a strong message with a modest budget.
- Played on people’s predispositions to effectively communicate the message.
- “Last night a burger saved my life” became a memorable, catchy phrase from the campaign.
- Brilliant work!
Get a flavour for their campaign by watching A Kitchen Nightmare.
Reading Borough Council’s (RBC): Just One Thing
- Highly commended by the judging panel.
- RBC launched Just One Thing in 2024, encouraging residents to try something new, ranging from health and wellbeing ideas to exploring local experiences.
- The campaign showcased the positive impact of council services.
- It became the council’s most successful social media campaign to date.
- Focused on small, manageable changes rather than daunting resolutions.
- Used a warm, relatable tone and creatively reimagined the typical New Year’s resolution.
- Cleverly avoided the negative connotations of resolutions and offered a positive, sustainable perspective.
- Innovative and full of creative thinking, Just One Thing effectively connected with the community.
Check out their roll out here.
Wigan Council Fettlers: People Make Wigan
- The branding was a standout success, earning high commendation for its innovative narrative and bold, outside-the-box thinking.
- Set apart by its collaborative approach, consulting a diverse mix of voices, including local historians, poets, and students, to capture the true spirit of Wigan. Find out more about how they ran their focus groups here.
- Resulted in a renewed sense of hope and pride for local businesses, fostered by genuine partnerships, such as a local bar creating a Fettlers brew and pie for their menu.
- The campaign’s storytelling was warm and friendly, proving that creativity doesn’t always mean creating something entirely new.
- Enhancing what’s already great about Wigan, as designer Mel put it: “We didn’t need to reinvent the wheel but take what was already good about Wigan and make it better.”
WINNER! Staffordshire County Council: Little Heroes
- Used Pixar-like characters to help KS1 and KS2 children manage stress and anxiety.
- Introduced kids to talking about their feelings through an engaging workbook filled with creative activities.
- Taught anxiety management techniques using familiar, child-friendly characters.
- Surpassed expectations, achieving a 3% increase in attendance and a budget boost.
- Reached 80% of Staffordshire schools through its multipronged strategy, including competitions, rewards, in-school visuals, and more.
- Addressed Covid-related anxiety and attendance challenges while becoming a trusted resource for children and caregivers.
Congratulations and a huge well done to Staffordshire County Council for such a fantastic achievement! See their campaign in action here.
The UnAwards always remind us why creativity is at the heart of great communication. And now, we get to dive even deeper!
Here’s to thinking outside the box, finding inspiration everywhere, and continuing to prove that creativity is for everyone.
Hopefully we’ll see you at the UnAwards masterclass in April to learn, connect, and be inspired.