A campaign devised for Asmodee UK’s Rory’s Story Cubes brand has been recognised with a number of accolades from the PR industry.

The campaign, built around National Storytelling Week, focused on the struggle some parents have when trying to conjure up stories from scratch for their children. Aided by former children’s laureate and renowned author Michael Rosen, the campaign used independent research to underpin print, online and broadcast media coverage whilst also incorporating on-the-ground activity with Story Cubes’ product in libraries throughout the country, leading to a wealth of social engagement.

The campaign also extended to World Book Day, when a series of three exclusive videos created by Michael Rosen and featuring Story Cubes, were released on his YouTube channel. Designed to help parents better understand strategies and tactics for creative storytelling, the video series followed real-life parents as they used Story Cubes as a tool to develop their own storytelling skills. It culminated in Michael himself creating a story using the Cubes.

The campaign won Gold in the Integrated Campaign of the Year category and Silver in the Consumer Relations Campaign of the Year category at this year’s CIPR PRide Awards. It was also named Integrated Campaign of the Year at the UK Agency Awards and is a finalist in the prestigious Creative Moment Awards later this month. The campaign has also contributed to Playtime earning recognition as Integrated Agency of the Year (Prolific London Awards) and Innovative Agency of the Year (UK Agency Awards).

Playtime PR’s Ceriann Smith, who led the campaign, said: “We’re thrilled to have our work recognised in this way. The Story Cubes campaign encapsulates everything that Playtime loves to do – a multi-layered approach to activations which are designed to drive awareness, engagement and brand authenticity in a really meaningful way. It was fantastic to work on with Asmodee UK, and we’re grateful to them for trusting our suggested strategy and approach.”

Asmodee UK’s marketing manager, Ben Hogg, added: “This campaign was carefully planned and pulled together beautifully by the team at Playtime. The many different components of activity worked brilliantly together to create something really meaningful and I’m thrilled by the results and the recognition the campaign has since received.”

Full details of the campaign and results can be found here.