Our packaging PR team worked with Glasspac to promote the benefits of glass as a superior packaging material compared with plastics and cans. Our target audience was brand owners and packaging designers. We wanted to demonstrate the amazing design possibilities of glass and recognise and reward designers and brand owners for using glass. So we established the Shine Awards, the only awards to recognise excellence in glass packaging design.
Running independently for five years, we organised the call for entries, recruited top designers as judges, organised the judging and ran the awards ceremony at the prestigious Imagination Gallery in London.
Not only did the awards achieve extensive media coverage in the packaging press, also our post campaign research also showed that they were widely recognised in the design community. The Awards resulted in a close working relationship with the top design magazine Design Week. Plus the success of the awards resulted in Shine being integrated into the UK Packaging Awards organised by Packaging News.