Metro’s 2014 ‘Rainbow Laces’ partnership with M2M for Paddy Power and Stonewall took top prizes in both the ‘Media Idea, Small’ and the ‘Media Idea, Small Collaboration’ categories.
The campaign was aimed at tackling homophobia in football and saw an entire edition of Metro taken over. 51 brands coming together to create the huge brand collaboration and what has been hailed as the print campaign of the year. The edition featured a thread of rainbow lace running across every page of the paper, as well as themed advertising creative and editorial content.
A silver runner up prize was also awarded to Metro for Heineken’s ‘London Unlocked’ branded content partnership in the ‘Media Idea, Launch’ category. The multi-platform guide to unique events and experiences in London was designed to entice London audiences to explore events and locations that the city has to offer, and is still running in Metro.