Excellence in Media Relations

Summary of work

We have more health education than ever and yet we’re getting sicker. One of the biggest reasons for this? The office. Ergonomic workstation solutions company Fellowes, wanted to raise mass media awareness of this workplace issue and establish itself as an authority on office health. We needed a bold activation that would drive media relations cut-through across Europe and wake people up to the importance of workplace health. We created a shocking life-size work colleague of the future, Emma, based on scientific research into current office working practices. Emma captivated the media and within 24hours Emma became a worldwide cultural phenomenon, a meme and TV star, all driving unprecedented enquiries for Fellowes.

Judges' comments

The Emma project was a really excellent and completely original creative campaign. Everything about Emma's design, what she represents, how they could play out the narrative and engage media through the medium of Emma was cleverly considered, and the results speak for themselves.