2025 Winner

Allegra noted that the combination of increased pollen and air pollution is lengthening allergy season in North America, making symptoms three times more severe for 100 million allergy sufferers. “Allegra Airways,” by Edelman, was a digital navigation tool powered by live pollen and air pollution data to help allergy sufferers find real-time running, walking and biking routes to their destination with better air quality.

The tool’s algorithm tracked 12 types of pollen and seven types of air pollutants, and covered 50 US states. The tool launched at SXSW and Climate Week, with branded pedicabs offering rides via less-polluted routes. Allegra offered coupons, with bigger discounts in areas with poorer air quality.

The campaign encouraged people to report locations with “poor air,” helping to identify high-risk spots to share with civic authorities. The campaign created more than 685,000 routes for allergy sufferers, generated 301 earned media placements and drove 4.4 billion earned media impressions.

Credits

Judy John, Global Chief Creative Office
Anthony Chelvanathan, Chief Creative Officer
Manasvi Abrol, SVP, Executive Creative Director
Anders Hallen, Head of Creative Innovation
Manuel Frank, Global Creative Chair for Health
Anna Wingard, SVP Group Design Director
Matt Webb, VP Design Director
Natee Likitsuwankool, VP Creative Director
Natalia Ahumada Arangos, Associate Design Director
Taj Reid, Chief Creative Officer, Global Chief Experience Officer
Zac Rybacki, EVP, Executive Creative Director
Tamara Sulliman, Vice President, Head of Production & Creative Operations
Ioana Brain, Senior Designer
Orla Mcnelis, Editor
Richard Keating, Editor
Colin Brain, Animator
Sebastian Lopez, Sr. Creative Animator
Brent Nelsen, Global Chief Strategy Officer
Debbie Lobel, Managing Director, Global Client Lead
Kaitlyn Kane, Account Supervisor
Courtney Miller, Executive Vice President, Head of Strategy
Cecile Nathan-Tilloy, Global Head of Client Strategy
Matt Sato, Executive Vice President
Katya Ramos, Senior Analytics Manager
John Morris, Vice President
Kelsie Schroeder, Research Manager
Adriana Gosler, Senior Vice President
Lyla Shaibi, Vice President
Duncan McGill, Research Analyst
Genevieve Cote, Vice President
Jordyn Radin, Account Executive
Meghan Ochs, Senior Project Manager
Ryan Ingrasin, Head of Production
Erin Fitzsimmons, Senior Producer
David Dalton, Senior Producer
Danielle Rodriguez, Senior Producer
Marc Glanville, Executive Producer
Tia Harris, VP, Earned Media
Lori Schactman, VP, Earned Media
Kelsey Rohwer, Senior Vice President, Global Brand Marketing
Melody Skipper, Brand Marketing
Katherine Kielar, Senior Vice President
Ala Wales, Senior Manager, Talent and Influencer
Sam Kramer, Account Manager
Colombia Studio, Bogotá