At the 2015 AdWeek “Media Plan of the Year” awards, PHD UK walked away with a win for the campaign “The Oreo Eclipse” for Mondelez in the category “Campaign ($500,000– $1 Million)”.
PHD UK’s campaign was centred on the appearance of the first solar eclipse in more than 16 years and used astronomical data and real-time outdoor digital screens to recreate the eclipse as it happened at locations across the U.K.—with a floating digital Oreo.
The brand then shared 10-second time-lapse videos of the event on each of its digital channels less than an hour after the eclipse. The campaign was more than a simple social media stunt as it utilized both the sun and The Sun, Britain’s largest newspaper (5.5 million readers) that ran a first-ever “translucent cover wrap” promotion the morning of the event.
The campaign was seen by 20 million people, and sales the following week rose 59 percent, making March 2015 the brand’s biggest-ever month in Britain.
All the 2015 Media Plan of the Year Winners can be viewed here.
For over 20 years, AdWeek has honored the most dynamic media plans. Last year they expanded the program to allow domestic agencies to submit their most creative work. This year they’re reaching out further to reflect the true nature our our global industry, celebrating the best media plans and executions throughout the agency world.
For more information about the Awards, click here