Client
The Fresh Awards is an annual event, celebrating the best of design and advertising in the UK since 2006. With a reputation for fun combined with the highest creative standards, Fresh had established itself as one of the most desirable regional awards for creatives in the UK, with industry renowned judges from leading UK agencies.
Brief
The Fresh Awards were nearly sixteen years old, but by their own admission, perhaps not quite as fresh as they once were. Originally set up as a regional awards in the UK, they established a reputation over more than a decade for showcasing the very best creative work from agencies outside London. But the creative awards sector had shifted significantly in that time, with a proliferation of competition emerging. Attitudes within the industry itself had also changed towards awards, making the market even more competitive. Fresh wanted to reposition its awards to become the first creative awards of the year, recognised for the newest, freshest work. Rose were asked to transform the Fresh Awards brand, and help their repositioning with new, more covetable trophies to reflect the freshest ideas and creativity in the industry.
Solution
Our creative response was to symbolise Fresh thinking, with something beautifully simple. Knowing that Fresh was recognised as the industry awards for the freshest pieces of work produced throughout the year, Rose proposed that the new trophy should be as simple and iconic as an egg. To deliver against the brand promise, Rose proposed that every year, someone fresh to the industry should design the eggs and put their own twist onto the ‘blank canvas’ eggshells, to reflect the creative diversity championed by the Fresh Awards. This gave final year under-graduates the opportunity to showcase their personal style and exquisite craft to industry leaders, gaining vital exposure in a competitive market whilst seeing their beautiful eggs in the trophy cabinets of some of the leading creative agencies up and down the country. Each award was hand-painted, unique and fresh, and the best in show winner received a beautifully embellished golden egg. To ensure everything was kept appropriately fresh, the winners were announced live online, on the evening directly after judging – putting the fresh, back into Fresh.
Result
Further to relaunching the evolved brand in 2019, award entries went up by 21% from the previous year. Rose also won several international creative awards for the brand identity for the Fresh Awards – from competitor awards!
