RAD Awards 2025. Work of the Year.

Published on May 6th, 2025

Back at the start of the year, you may have noticed that we won Work of the Year at The 2025 RAD Awards. Following on from our win with New Horizon’s Youth Centre in 2024, this year we won with another project that’s close to our hearts.

The Life Jacket is a suicide prevention initiative that we created in partnership with R;pple Suicide Prevention Charity. Tragically, in the UK alone, 17 people take their lives every day, with many more attempting suicide and living with suicidal ideation. No one is okay with this, but very few of us realise the difference we – as individuals, communities and employers – can make.

The Life Jacket seeks to change that by starting conversations in new, unexpected ways and through that give people the skills, knowledge and confidence they need to turn someone else’s life around. Through physical jackets, workshops, conferences, talks, video, music, our work has reached over 250,000 people to date, and helped save the lives of five people. For us, winning Creative Idea and then Work of the Year is not about the recognition, it’s about the awareness this has helped generate and the wider the influence our work can now have. Watch our educational song, The Long Goodbye, below.

As well as winning with R;pple, we were also delighted to win Video Campaign alongside RWE. This is a client relationship we are really proud of, having helped them build their employer brand over the last couple of years. The winning work this year was for ‘Our Journey Offshore’ – an episodic content series that saw us film off the coast of Denmark and showcase the incredible work that goes into generating energy from the world’s fiercest natural resource: wind. This was an incredibly ambitious shoot, and led by an equally ambitious client. Thank you RWE for sharing our vision and then making it happen. Here’s the series teaser.

Finally, although our work with Australian supermarket Coles Group didn’t win on the night, it was great to see it pick up a couple of shortlists in the Integrated Campaign and Single Use of Video categories. Tasked with recruiting hundreds of colleagues for their new Customer Fulfilment Centres, we created a campaign that span out of home, video, in-app games and radio. It’s always nice when you create something than can exist and connect with audiences across multiple touchpoints. Take a look at our tour of the fulfilment centre below.

Keep an eye on our socials too, as we’ll be going behind our winning work in more detail and hearing from the people behind it.