Awards and Events in association withCreative Circle

Guns or Knives Wins Big at 2016 APMC Awards

Advertising Agency
Dublin, Ireland
Irish agency picks up 13 awards including the prestigious Grand Prix for the Orchard Thieves ‘Be Bold’ launch campaign

The APMC is an annual showcase of the very best campaigns in the Irish Promotional Marketing industry. Local creative agency, Guns or Knives, picked up 13 awards including the prestigious Grand Prix for their launch campaign for Orchard Thieves.

In the first 60 days of Orchard Thieves’ launch, 1.1 million drinks were put into people’s hands – equating to more than one third of the Irish adult population. With a tagline of #BeBold the agency sought to inspire their audience by reminding them that life is for the taking. The trade campaign rewarded anyone who was bold enough to defy the rules set out by the brand in a promotion named 'Pick the pocket of fun', activated in pubs and supermarkets nationwide.  Alongside this, Guns or Knives also created an innovative microsite providing a mechanic for driving people online for a bolder, fresher brand experience that ultimately lead to them trialling the product in droves.

The agency also picked up five golds, four category wins, five silvers and a bronze award for work including their Heineken Rugby World Cup campaign ‘It’s Your Call’, Hailo’s ‘Drive for Equality’ and ‘3rd Birthday’, Diet Coke’s ‘Impulse Bank’ and Orchard Thieves.

Managing Director of Guns or Knives, Zara Flynn comments: “The Grand Prix for Orchard Thieves is validation of the highest form for our collaborative work and the instant impact that we were able to make for the brand. I am thrilled for our brave clients and for the team that worked on the account. As we collected our award, the room broke into a spontaneous standing ovation and that was something a little special to experience.  We'll go forward towards the European IMC awards later this year and hopefully repeat some of our APMC success there.”

Guns or Knives APMC 2016 Wins:


Non-Alcoholic Beverages:

Diet Coke ‘Impulse Bank’ – SILVER


Alcoholic Beverages - Beer:

Heineken Ireland ‘It’s Your Call’ – GOLD

Orchard Thieves Launch Campaign– GOLD & CATEGORY WIN


Government, Charity and Cause Related:

Hailo ‘Drive for equality’ - GOLD & CATEGORY WIN


Tourism Travel and Leisure:

Hailo ‘3rd Birthday’ - GOLD & CATEGORY WIN


Best Integrated Campaign:

Heineken Ireland ‘It’s Your Call’ – SILVER

Orchard Thieves Launch Campaign - GOLD & CATEGORY WIN


Best Use of Digital, including app, Mobile Website and Social Media:

Hailo ‘3rd Birthday’ – SILVER

Hailo ‘Drive for equality’ – SILVER

Heineken Ireland ‘It’s Your Call’ – BRONZE

Orchard Thieves Launch Campaign – SILVER


Best Creative Execution:

Hailo ‘Drive for equality’ - SILVER


Grand Prix:

Orchard Thieves Launch Campaign


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