Five Shortlists for iProspect at Media Week Awards 2025
We’re delighted to announce that iProspect has been shortlisted five times at this year’s Media Week Awards 2025 – a celebration of the very best work in the UK media industry.
These shortlists are a testament to the brilliant ideas, bold creativity and collaborative partnerships that sit at the heart of iProspect. Built on insight, innovation and impact, the work we produce for our clients doesn’t just win attention, but allows brands to connect with culture, audiences and measurable growth.
Recognition at the Media Week Awards 2025
Being recognised at the Media Week Awards is a true honour for our teams and clients. As one of the most prestigious accolades in the UK media industry, these awards celebrate campaigns that set the standard for creativity, innovation and effectiveness. To be shortlisted is a testament to the ambition and brilliance of the work we’ve delivered together – and the impact it has had on both culture and business outcomes.
Celebrating collaboration
These nominations are also a celebration of the partnerships that make this work possible. From teaming up with Mother on Ikea’s playful and provocative campaign, to collaborating with Acast on breaking new ground in audio, our work demonstrates the value of co-creation in producing ideas that truly resonate.
iProspect X Netflix:
How Netflix made the UK question reality for Black Mirror
Shortlisted for: Agency, Media Idea: Over £1M
How Netflix made the UK question reality for Black Mirror
Shortlisted for: Media Creativity: Over £1M

Our work with Netflix succeeded in making Black Mirror the most talked-about show in April and ignited a huge amount of online discussion. We knew that Black Mirror’s audience, a fanbase deeply engaged with tech and conspiracy theories, wouldn’t fall for traditional advertising. We needed something provocative, immersive and distinctively Black Mirror. We brought that to life with the creation of a fake consumer tech product: The Nubbin.
Across social media, our campaign created an undeniable impact. The @TCKRsystems account (the fake company behind the tech) went viral, amassed over 300K followers and 6.3M likes. Conversations about Black Mirror increased by 707% on Reddit the week ahead of the launch, and our BLS results revealed 30% of exposed users on TikTok associated the Nubbin with Black Mirror – indicating audiences connected the two phases of the campaign.
Our multi-channel strategy used iconic UK ad placements, OOH, YouTube pre-rolls, targeted social ads and influencer collaborations to bring the mysterious TCKR systems to life. To top it off, the campaign was so believable that Samsung challenged Ocean Outdoor on why another tech brand had been allowed a spot on the Picadilly Lights.
It wasn’t easy but by blurring the lines between a dystopian narrative and reality, this campaign allowed us to build upon the show’s universe to something truly unique.
iProspect X IKEA:
How Ikea got the nation off their screens and into bed
Shortlisted for: Agency, Media Idea: Over £1M
How iProspect and Mother put the nation to bed... and Ikea on top
Shortlisted for: Best Creative and Media Agency Partnership
The podcast that nobody finished
Shortlisted for: Best Use of Audio sponsored by Radiocentre

IKEA faced a consideration challenge – their low prices were often mistaken for low quality, and the ask was to boost quality perceptions and strengthen links between the brand and better sleep.
Insight revealed that although the awareness of sleep’s importance is on the rise, sleep itself is declining. Cutting screen time before bed is the #1 sleep improvement goal, as media usage peaks at bedtime – the moment when we are most tired, relaxed and least stressed.
Turning media from a barrier to a bridge, we used our campaign to encourage the world to switch off. Partnering with ITV, we hacked continuity announcements around top shows to play on the ‘tough choice’ of watching on or going to sleep on an IKEA mattress. Partnering with Acast to create ‘The Podcast That Nobody Finished’ we boosted the campaign with contextual placements at bedtime across the Acast network. Combined with high-impact and takeover formats across Meta, TikTok, Reddit and YouTube, in-game native ads across the Activision mobile gaming network, and ongoing PPC activity, we demonstrated the power of a multi-channel media campaign.
Quality perceptions improved dramatically, organic traffic to IKEA soared and mattress sales increased 13% YOY, contributing to an extra 60 million nights spent sleeping on an IKEA mattress!
Looking ahead
We’re incredibly proud of our teams, clients and partners who helped bring these bold ideas to life. These shortlists represent more than just award recognition – they highlight our commitment to solving client challenges with ideas that are strategically sharp, creatively daring and delivered with precision.
Reinforcing iProspect’s position as a leader in the UK media landscape, we are continuing to set the bar for what effective, culture-shaping media can achieve.
We’re looking forward to celebrating with the industry at the Media Week Awards 2025 ceremony later this year. For the full shortlist, click here.