This story originally appeared in the Spring 2023 issue of strategy.
Every year, strategy looks to the AToMiC awards program to explore the alchemy behind the ideas and new thinking that disrupted the status quo. These new mash-ups of creativity, tech and content innovation push the boundaries (and some buttons) as they show the way forward.
We admire brands that went beyond fronting to truly throw their weight behind a worthy cause and fight injustice. We highlight creative partnerships with celebrities and influencers that challenge the expected. And we look to digital and tech executions that truly drove change.
The winners, chosen by a jury of digital, agency, marketing and media execs, offer examples of how to engage audiences on multiple screens and in new environments.
Read on for the insights that shaped this year’s remarkable work.
Tech for good: How AI, targeted data sets and AR drive connection and societal change.
Connecting IRL: OOH achieved a whole new level of engagement post-pandemic.
Making the invisible visible: Whether through tech innovation or clever positioning, cause campaigns are creating quite a stir.
The new consumer champions: Can brands become real heroes and stand up to fight injustice? (Cape and tights entirely optional.)
How to harness starpower: Brands are reinventing the art of collabs and how they partner with celebs and influencers.
