Initiative UK win Best Use of Audio at Media Week Awards 2022

Initiative UK picked up a gold award at last week’s Media Week Awards for Best Use of Audio for its ‘Joyful Focus’ campaign for Lego.

The category is sponsored by Radiocentre, and recognises innovation, creativity, planning, use of data and consequent business results through having an effective and smart audio strategy.

OMD UK won the silver for its NHS Radio Recruitment drive whilst Bauer Media picked up Bronze for its Creating Emotional Connections for Disney+.

The Lego entry was based on how the company wanted to flip perceptions that it is only for children, by reframing its sets for adults as a way of relieving stress and enabling them to get hands-on with their passions. The ‘Joyful Focus’ campaign focused on mindfulness to reconnect with a generation who thought they had outgrown Lego sets. In partnership with Global, Lego created a 10-part podcast series called At Your Leisure, featuring celebrity guests exploring how hobbies can help people take a moment from everyday life.

According to the judges, Initiative was able to demonstrate clear results showing that adults perceived Lego in a new light. The judges said what impressed them most was that it could have been a niche podcast but the fact all the parties worked together to scale it up was impressive and added that the campaign was a “strong idea rooted in audience insight and bespoke research, with a clear strategy and activation approach.”
The prestigious Media Week Awards celebrate the best campaigns, agencies and teams over the past 12 months with OMD UK winning media agency of the year.