Our Novuna Champions activation took home the trophy at the Prolific North Creative Awards.

Last week, we were really proud to take home the trophy for Best Brand Activation at the Prolific North Creative Awards for ‘Novuna Champions’ – a project we’re genuinely proud of, working with two brilliant partners in Rocket Sports and Novuna. 

In case you can’t remember (I mean, we’ve banged on about it a lot), here’s the short version of what ‘Novuna Champions’ is and why it won. 

Last year, Novuna became the title sponsor of British Athletics’ major events, including the UK Athletics Indoor Championships, the UK Athletics Outdoor Championships and the London Athletics Meet. A big sponsorship. But a sponsorship is only as good as what you do with it. Rocket Sports appointed us to turn it into something people would actually remember. 

The brief was to create a bold, repeatable brand activation that cut through at major live events and gave fans a genuine reason to participate, while at the same time generating content that could travel across social, PR and partner channels. 

The idea we landed on was ‘Novuna Champions’. An interactive, gamified experience built around the core disciplines of athletics – running, jumping, throwing – and designed to let fans test themselves in the same arena as the athletes they’d come to watch. Bold, playful, high-energy. Unmistakably Novuna. 

Over 2,600 fans took part across the first event alone (stay tuned for an update on the Outdoor Championships and London Athletics Meet). Dwell time was high. Repeat participation was even higher. Athletes got involved. The content earned its reach. 

The Prolific North Creative Awards celebrate the best work produced across the North of England. So to to pick up the award for Best Brand Activation, in a region full of agencies doing brilliant things, is something we don’t take for granted. 

Thanks to the teams at Rocket Sports and Novuna for the brief, the trust and the collaboration. This one’s as much yours as it is ours. 

Check out the full case study here.