Paradigm wins Top Creative Campaign at the 2025 CPRS Toronto ACE Awards
May 28, 2025It was a big night for Paradigm at the Canadian Public Relations Society’s ACE Awards. Paradigm won Top Creative Campaign for its Mighty o.b. Makes a Comeback with Gen Z campaign for Edgewell Personal Care Canada. Paradigm’s campaign for o.b. beat out several award-winning campaigns to take home this top prize.
Paradigm’s campaign for o.b. was designed to stem the brand’s sales decline by motivating Gen Z to try o.b. The creative spark that made this campaign come to life? An o.b wine bottle challenge where popular influencers were asked to test whether an o.b. non-applicator tampon will work as a wine cork (spoiler alert: it does!).
The campaign’s compelling, creative content helped to motivate trial, build a new audience for the 60 year old brand and dramatically boost sales.
In addition to the Top Creative Campaign award Paradigm took home two Gold awards for the o.b. campaign in the Best Use of Influencers and Brand Development Campaign of the Year categories, plus a bronze awards in the Best Use of Special Events category for its Come Alive with Hawaiian Tropics event and its Don’t be Flooded with Regret: Fund the National Flood Insurance Program campaign for Insurance Bureau of Canada, which won in the Government Relations/Public Affairs Campaign of the Year category.
