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.
“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.