The Archie Rose and Sydney WorldPride campaign took home the gold awards last night in the Digital Social and Content Campaign and Influencer Campaign categories.
MINT developed the Archie Rose campaign for Sydney WorldPride, using a Tailored gin to create stories that celebrated individuality and said a big “Cheers to You”. Featuring talent across web, social and paid, MINT also created earned media moments through the development of a slightly cheeky botanical lube.
“Archie Rose is one of Australia’s most innovative emerging brands and we are so thrilled that they have put their trust in our ideation to create a truly integrated campaign, with a strong and playful media moment. The campaign forms part of Archie Rose’s inclusive values to be proudly Sydney and proudly for everyone.” said Miranda Bryce, Managing Director of The Mint Partners.
“Archie Rose faced a daunting task – to stand out amid the cacophony of commercialisation and rainbow-washing surrounding WorldPride. Embodying Archie Rose’s values, the campaign was designed to amplify and celebrate voices from within the community. I’m so proud of the results – we achieved tangible metrics on engagement and sentiment,” said Megan Osborne, The Mint Partners Head of Social and Content.
Over the last 12 months, MINT has grown significantly as an agency, with 40% staffing growth and launching an office in Melbourne and Brisbane. The Social and Content Team in Sydney also doubled in size, expanding MINT’s integration and cross-channel capability. The bronze award for Agency Team of the Year recognises the growing strength of the agency.
Genevieve Taubman, Founder and Chief Executive Officer of The Mint Partners said, “I am truly proud of our achievements at this year’s PRIA Golden Target Awards. We have placed a strategic focus on developing and empowering creativity and innovation, pushing the boundaries in terms of ideas that work across a multi channel approach and drive real business results. The award wins are testament to our approach and we are honoured to be recognised amongst the industry’s top communicators.”
MINT has consistently evolved with the changing landscape, launching in 2007 as a press office for the restaurant industry, to now, 16 years later, one of the region’s largest, independent and integrated lifestyle agencies with offices located in Sydney, Melbourne and an on-ground presence in Brisbane and Auckland, New Zealand. MINT’s client mix includes many of the world’s best-known brands as well as local and emerging heroes.
The awards were presented on Thursday 12 October at The Hilton, Sydney following the 2023 PRIA National Conference with more than 300 of the industry’s leading Public Relations and Communications professionals attending.