VML has secured two awards at the 2025 ADWEEK Experiential Awards for its work on SupportBelt for Ford and Frosty Fix for Wendy’s.
With SupportBelt, VML helped bring to life Ford’s first‑of‑its‑kind seat belt accessory designed for post‑mastectomy comfort and safety. The SupportBelt project was developed with input from patients, doctors, engineers, and designers — using sustainable Ford‑approved materials to address wound sensitivity and discomfort associated with surgery.
Frosty Fix transformed a cultural moment — widespread consumer frustration with broken ice cream machines at competitors — into a playful, effective brand experience for Wendy’s. Using geolocation data from a third‑party tracking service, VML and Wendy’s deployed mobile Frosty trucks at targeted locations, delivered push notifications to nearby customers, and boosted visibility for Wendy’s Frosty offer. The campaign reportedly drove a significant increase in dessert sales and earned widespread media impressions.
The dual wins underscore VML’s human‑first approach to experiential marketing, combining human‑centered design, data‑driven insight, and brand‑defining activation. As experiential marketing becomes increasingly central to how brands engage audiences, these recognitions highlight VML’s role at the forefront of meaningful, human‑first brand experiences.
For the full list of winners, see ADWEEK.com.
