|PRISM Awards: A resounding success|
This year’s PRISM Awards evening topped all others for panache and style. The Who’s Who of the industry turned out in their finery to celebrate the best campaigns and industry players of 2012.
The winner of the 2013 overall PRISM Gold Award was Ogilvy Public Relations Johannesburg for its ‘Add Hope: Journey of Hope’ campaign on behalf of KFC/Yum South Africa (YUM! Restaurants International). This consultancy triumphed over 55 other public relations consultancies, corporates and other in-house public relations departments who submitted almost 200 campaigns for the coveted Award. This public relations-led campaign was exceptionally integrated. It saw traditional, digital and social media work seamlessly with above-the-line and activations. The Journey of Hope took KFC from being a thought leader to a thought doer. It allowed KFC to use the power of storytelling to connect those living with hunger with consumers who are often removed from this reality. More importantly, the campaign has, and will continue to enable the brand to tell more stories that magnify hope - authentic stories that Add Hope. “This campaign showed an excellent understanding of the client’s problems and opportunities with their entry truly reflecting the campaign and all its merits!” commented Marilyn Watson, convener of the PRISM judges’ panel and one of the judges.
With the PRISMs being such a prestigious award ceremony in the communication and public relations industry, it’s no doubt that there is tough competition as well as high standards for entries.
The 2013 PRISM Awards saw an abundance of superb campaigns being submitted. With the focus being on the campaign and its achievements when entering the PRISM Awards, many consultancies do not take into account the quality of the actual entry. “It is important to note that the entries are judged on two factors: the quality of the entry as well as the merits of the campaign. A number of brilliant campaigns were submitted this year. However, some were let down by the quality of the submission. Judges can only work with what they have in front of them – the actual submission,” says Watson.
With Flairbars’ smoking cocktails to tickle the taste buds; henna art work to decorate the skin from Creative Faces; a photo booth supplied by Facebox to capture the fun moments; and of course, Camelot Spa providing de-stressing massages, one cannot deny the 2013 PRISM awards was a night to remember. Hosts Simba Mhere and Bailey Schneider succeeded in keeping the audience entertained and captivated with their charming personalities, while the goodie bags each guests received had them delighting in the contents. One can only look forward to the 2014 PRISM Awards and the fantastic campaigns and high standard of entries that are expected to be submitted.