With over 500 entries to this year’s awards, the competition was tough, which is why ODD are thrilled to take home a trophy.
The Brand Republic Digital awards have been running for almost two decades, and are seen today as the digital communication industry’s ‘marker for innovation and effectiveness’.
ODD’s Christmas campaign for Primark sought to entertain, engage and inspire the brand’s broad audience – men & women, young & old to get into a Christmas jumper state of mind. And arguably it worked with Primark seeing year-on-year sales go up, helping them to raise over £1million for the Text Santa charity appeal.
Arguably it was probably the characterful (and psychic) ‘Mystic Mother Christmas’ that caught the judges eyes - a light-hearted real-time Twitter initiative, which was the culmination of the socially-led campaign.
Beating off entries from the likes of Nike, All Saints, Hobbs and Missguided, ODD were awarded ‘best in class’ within the fashion sector.