Last night’s Institute of Promotional Marketing awards saw real world marketing agency Sense steal the show for its Discomfort Future campaign for The Economist.
The highly successful experiential campaign won gold in both the Consumer Services and Creative Execution categories, as well as taking the Grand Prix award for best overall campaign. Discomfort Future takes consumers out of their comfort zones by bringing The Economist’s stories to life in the real world, and has generated more than 30,000 subscriptions worldwide in two years.
A stunning night for Sense also saw the agency take silver in the Non-Alcoholic Drinks category for its Innocent Treehab festival campaign.
“What an amazing accolade,” said Sense MD Nick Adams. “We have now won 14 awards for The Economist Real World campaign over the past two years, which have seen a very tactical test grow into a global programme executed in multiple territories around the world, practically 365 days a year. This is wonderful recognition for our teams in London and New York who every day are dedicated to maximising campaign performance. I’m truly delighted for all our colleagues at The Economist who are making Discomfort Future such an inspiring and pleasurable journey.”
Commenting on a great night, Marina Haydn, EVP Circulation and Retail Marketing at The Economist, said: “We are thrilled with the recognition for the strategy and executional excellence behind this activation and I’d like to thank both my team and my Sense colleagues for making Discomfort Future such a big success. It’s a powerful approach that continues to drive growth of The Economist readership and positively contribute to our brand equity.”
An evolution of The Discomfort Future campaign continues to run globally.
Photography: Lia Vittone