Ikea took home the top prize at this year’s awards, which honour creative for newspaper print and digital ads.
The beer co’s new scavenger hunt contest opens up prizing beyond those who buy its products, and is being promoted without TV spots.
The fifth list of finalists reveals potential prize-takers in the experiential category.
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The latest campaign marks one of the board’s largest ad spends in recent years, with a heavier than usual TV buy across conventional and specialty channels.