31 December 2022

Some of the best: PR and ad campaign wins in 2022

In a world that is often over-saturated on a digital level and crowded with content, it takes strategic, innovative outside-the-box communications to allow campaign messages to reach the right people and influence the required change.

We’ve done a rundown of a few of our favourite and memorable campaigns spotted this year…

OutHorse Your Email

Need a new out-of-office message? You need an Icelandic pony! is a fun campaign from Inspired By Iceland and Horses of Iceland, drawing attention to the fact that on average, 55% of workers check their emails whilst on holiday. The campaign’s aim was to encourage people to disconnect and enjoy their downtime – see it here

Icelandic horses will reply to your email using a pony-sized keyboard to hoof out a reply on your behalf! The horses were taught typing skills by Inspired by Iceland, who built a giant replica keyboard with walkable letter tiles.

You can choose from three Icelandic horses who will write your email autoreply: Litla Stjarna Frá Hvítarholti, a fast-typing pony, but they might take a nap; Hrímnir Frá Hvammi, a horse who is assertive, efficient and has shiny hair; or Hekla frá Þorkellshóli, a friendly horse, who is trained in corporate buzzwords. Magic.

Claire Stephenson tested the autoresponder and chose Litla Stjarna Frá Hvítarholti as her typing pony. This was the result…

A fun and creative campaign. Agency  = SS+K

Plastic Is Back!

A campaign for Greenpeace, by Ogilvy Netherlands, highlighting the permanence of plastic waste.

‘Plastic is Back’ is part of Greenpeace’s wider campaign work around plastic waste and pollution, particularly microplastics. According to Greenpeace, a truckload of plastic enters the ocean every minute creating a ‘plastic soup’. Supermarkets in the UK produce around 800,000 tonnes of plastic each year. Unearthed – Greenpeace’s investigative journalists – discovered British plastic waste being dumped and burned in Turkey – impacting land and waterways and more crucially, human health.

The plastic packaging featured in the campaign was all gathered from beaches. Dairy packaging, bleach bottles and crisp packets – some of this plastic packaging waste is estimated to be more than 50-years-old, according to Greenpeace, with visibly vintage packaging designs.

A visually impactful campaign. Agency = Ogilvy Netherlands.

Ask for Henry

A collaboration between Morrisons and Heinz in October 2022, offered customers a free meal of jacket potato and baked beans, to help people during half term who are impacted by the cost of living crisis. A discreet way for people to request help when they “Ask for Henry” at a café counter.

Jojo De Noronha, the President of Northern Europe at Heinz said:

“October marks the birthday of a very special member of the Heinz family, our founder Henry J. Heinz. Henry brought comfort and goodness to others, not just through his food but his actions. We want to honour his good heart and kind spirit by doing what he did best, helping feed people in times of need.”

A social win for both brands.


Netflix’s Stranger Things Season 4 drop was pretty spectacular. To mark the launch of the new season, Netflix created installations which popped up across the world.

Bondi Beach in Australia received an installation, as a “gateway” to the Upside Down. People in yellow hazmat suits gathered around the object. Netflix said on their Instagram channel: “Hawkins, do you copy? We could use a little help down here at Bondi…”

netfixanz on Instagram

Stranger Things art installations appeared across the world, from New York’s Empire State Building, Mumbai’s Gateway of India, to Los Angeles, London, Germany, Tokyo, Malaysia, Poland, Saudi Arabia, Columbia, Stockholm, Milan, and Madrid.

Stranger Things Instagram/Netflix

A powerful teaser for global Stranger Things fans.

Limitless loves…

We asked some of our associates which campaigns and ads stood out for them this year…

Mark Sutcliffe, Associate at Limitless PR, said:

“The one campaign that really smashed it in 2023, wasn’t actually a campaign (or was it?). Whatever; it generated almost universal coverage across the full spectrum of media platforms and dominated the global news agenda for days.

“I’m talking about Patagonia’s Yvon Chouinard handing his £3 billion clothing and accessories company over to a trust focused on funding environmental projects worldwide.

“The Patagonia Purpose Trust will generate around $100 million annually for projects that protect nature and biodiversity, support thriving communities and fight the environmental crisis.

“When it comes to walking the walk, this raises the bar to vertiginous new heights, demonstrating how for-profit business can also work for the planet. Or as Chouinard himself put it: ‘The Earth is now our only shareholder’.”

Photo of Yvon Chouinard by Campbell Brewer.

Claire Stephenson, Associate Director at Limitless PR, said:

“I’ve seen some amazing content and communications this year. 

“One of the most powerful campaigns is from CALM: The Last Photo, and why Suicidal Doesn’t Always Look Suicidal. A collection of images of people whose lives have been lost to suicide is striking and poignant. The communications dispel the myth that if someone is feeling suicidal or having a mental health crisis, we would know about it. The campaign highlights that exterior emotions don’t always reflect what is happening inside a person’s mind.

“This campaign points towards starting a conversation to save a life. Removing the stigma around talking about suicide and how people can talk about it can save more lives. Hats off to CALM and adam&eveDDB for this change-making campaign.”

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