For 29 years the PRO Awards has been the world’s leading recognition program for excellence in brand activation and promotion marketing. From buzz campaigns and digital marketing, to influencer programs and experiential activations, and beyond… this is your ‘look book’ into the best campaigns of the year—awarded by a panel of leading brand-side marketers. Over 1,000 entries were submitted from around the globe. And these campaigns were named the best of the best.

PLATINUM PRO

Trapped in Advertising
Brand: Pringles and Adult Swim
Campaign: Trapped in Advertising
Agency: Grey New York

“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to earn brand love and drive sales lifts, all while highlighting Pringles’ unique flavor-stacking messaging. But how do you break through to a notoriously skeptical target? By tapping into the biggest entertainment event in the U.S.: Super Bowl.

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BEST B2B CAMPAIGN

BEST BRAND AWARENESS

BEST BUZZ

BEST CAMPAIGN ON A BUDGET

BEST CAMPAIGN TARGETING MILLENNIALS OR GEN-Z

BEST CAUSE OR CSR CAMPAIGN

BEST CULINARY OR SPIRITS PROMOTION

BEST DIVERSITY CAMPAIGN

BEST ECOMMERCE PIVOT

BEST ENTERTAINMENT SPONSORSHIP OR TIE-IN

BEST GAMING OR ESPORTS CAMPAIGN

BEST HEALTH AND WELLNESS CAMPAIGN

BEST HOLIDAY OR SEASONAL-THEMED CAMPAIGN

BEST INTEGRATED CAMPAIGN

BEST KIT

BEST LOCAL/REGIONAL CAMPAIGN

BEST LOYALTY MARKETING CAMPAIGN

BEST NEW PRODUCT LAUNCH

BEST OUTDOOR CAMPAIGN

BEST PACKAGE DESIGN

BEST PANDEMIC-ERA PIVOT

BEST POST-COVID ERA CAMPAIGN

BEST RETAIL CAMPAIGN

BEST SAMPLING OR TRIAL RECRUITMENT CAMPAIGN

BEST SOCIAL MEDIA CAMPAIGN

BEST SPORTS SPONSORSHIP OR TIE-IN

BEST TROLL

BEST UNBOXING EXPERIENCE

BEST USE OF AI/VR/AR

BEST USE OF CONTENT MARKETING

BEST USE OF EMERGING TECHNOLOGY

BEST USE OF EVENT OR EXPERIENTIAL MARKETING

BEST USE OF GAMIFICATION, CONTESTS AND SWEEPSTAKES

BEST USE OF INFLUENCER MARKETING

BEST USE OF SHOPPER MARKETING

BEST USE OF VIDEO

BEST VEHICLE-BASED CAMPAIGN

BEST VIRTUAL EVENT OR EXPERIENCE

Contact Us

If you have any questions or inquiries about the 2021 PRO Awards, please contact
Emily Makadok at emakadok@accessintel.com