WINNER: The AA Ready for ANYTHING? Challenge: The AA in partnership with PeopleScout

In a category where expectations are high, the shortlisted companies stood out ahead of others for their professionalism and depth. Although the judges were surprised by the gulf in quality between those making the shortlist and those not, there was no question that the winner’s commitment to innovation – delivered in a cohesive way – made it impossible to ignore as the leading entry.

  • In conjunction with People Scout, the AA created a campaign to broaden its reach, inspire whole families and create brand advocates to encourage friends and family to join
  • The AA’s ‘Ready for ANYTHING? Challenge’ was a high-impact and memorable campaign, designed to have a lasting effect and provide content for resharing on social media platforms
  • Taking to Birmingham’s Bullring and Gateshead’s Metro Centre – which enjoy huge footfall within the catchment area of the AA’s large contact centres – the challenge saw six willing contestants take to the stage to see if they were ‘ready for anything’. As a screen flickered with the challenges, contestants pressed a huge AA-yellow button to stop on a particular task
  • Hosted by Ashley Taylor Dawson from Hollyoaks, the challenges included eating cupcakes topped with wasabi, walking barefoot along an AA-yellow brick road, and dunking for stars in bowls of jelly and custard. Similar to I’m a Celebrity Get Me Out of Here, and with Strictly Come Dancing quarter-finalist Dawson hosting, the campaign captured the attention of 16-34 year-old possible hires and their wider families
  • Using social media to promote the event before, during and after, the campaign forwarded all traffic on to resulting in 5,000 people visiting the site during the Newcastle event and 7,100 in Birmingham. In addition, applications increased by more than a third in both areas and the company secured 23 hires between the respective areas as a result

Judges’ comments: “There was a clear winner in this category with a stand-out campaign with innovative content that was joined up. The judges commented that they would have been proud to have come up with this creation and were highly impressed with the quality delivered.”


  • UK Recruitment/Brand Awareness Campaign: Bombardier Transportation in partnership with TMP Worldwide
  • How far will Curo go for Microsoft contractors: Curo Talent
  • Summer Campaign: Harrods in partnership with Pink Squid
  • Make every journey better: Heathrow in partnership with Blackbridge Communications
  • Beat the Game Changers: Vodafone in partnership with Pink Squid