Event Awards 2005: Most Improved Experiential Campaign - Sponsored by Battersea Park Events Arena

GOLD - Fruitstock

For the 2004 Innocent Drinks Fruitstock festival, organiser DMW wanted to build on the success of the previous year and take the event to a new level in terms of attendance and entertainment while continuing to bring the Innocent brand to life.

The 2004 site was twice the size of that used in 2003. The growth enabled new features such as a farmer's market, a DJ tent as well as free yoga lessons and massages in a dedicated health zone.

The VNP (Very Nice People) area also expanded to accommodate 1,700 guests such as retailers and journalists.

The first Fruitstock talent search generated media attention and culminated in a competition to find artists to play on stage during the event.

As a result, attendance doubled to 81,000. 45 journalists attended and the event generated 55 pieces of press coverage. 33,000 Innocent drinks were consumed with 75,000 samples handed out from dedicated tasting areas.

Delivery within budget was aided by DMW securing support from Arts and Business, increased income from concessions as well as getting traders to stock Innocent drinks and negotiating preferential rates with long-term production suppliers.

SILVER - Campaign Press Awards 2005

DNA Productions was brought on board by Haymarket Events to create a new image for the 20th Campaign Press Awards. Every aspect of the event needed overhaul for it to stand out from other award shows and reflect the creative nature of the awards themselves. 2005 saw the event move to the Old Truman Brewery in London.

92 staff dressed in identical platinum blonde wigs to create a stylized look while Purple snakeskin table decor, crystal chandeliers and gilt frames created a bespoke party that wowed the media audience.

GOLD Agency: DMW Client: Innocent Drinks Event: Fruitstock Key Suppliers: HSL Productions; MRL Limited; SRC; Field and Lawn; Rapid Response SILVER Agency: DNA Productions Client: Haymarket Events Event: Campaign Press Awards 2005 FINALISTS Agency: DNA Productions Client: British Red Cross Event: British Red Cross London Ball 2004


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