Britain's Beer Alliance
Celebrating the important role pubs play in our local communities, our culture and our national identity.
‘Free Your Ambition’ is The Open University’s first major multi-channel UK campaign, inspiring people to harness their ambition through education and achieve life-changing results with the university’s flexible offering. Running under a ‘Your Ambition, Our Mission, Set yours free’ strapline, ‘Free Your Ambition’ tells three inspiring, interwoven stories of people whose lives have been transformed through studying with The Open University. The campaign that launched January 2020 is set to reach 75% of the UK adults and highlights the university’s wide appeal as a flexible, distance-learning institution.Agencies: Havas Media, Conran Design Group , ekino and Havas London.
Carling’s latest marketing campaign ‘Made Local’ champions and supports people who are making a positive impact in their hometown - just like Carling, proudly brewed by local people in it's historic home of Burton-on-Trent. For their latest installment, we shone light onto Black Country Fashion FC, a LGBTQ+ inclusive football team. The local team, built on values of inclusiveness aims to help local culture and lift community spirit. To raise awareness of the team we made them the focus of both Carling’s new ad and the first documentary in the Made Local series. The ad featured across multiple channels nationwide, including TV, VOD, social and cinemas.
Agencies: Havas London, Universal Music Group and Cake.
We needed to shift Heathrow’s perception from simply operational excellence - which had resulted in a service so frictionless, its customers barely noticed it was there - to that of a place bringing people closer together in a world increasingly divided. Our solution, the brand platform, 'Closer', celebrates the fact that there really is no greater melting pot of emotions anywhere else in the world. To date, we have delivered six major integrated campaigns each centred around the personal stories that occur within Heathrow – from our much-loved Christmas campaigns featuring the Heathrow Bears to summer campaigns focusing on real moments of human emotion in the airport.Agencies: Havas London, Havas helia, One Green Bean.
We partnered our client Sharp’s Brewery with the charity, Surfers Against Sewage to help raise awareness of one of the biggest global environmental threats of our time, ocean plastic pollution. Touching on the Cornish roots of the brand, we enlisted Universal Music’s Nick Mulvey to create ‘Ocean Vinyl’, the first playable vinyl made from reclaimed ocean plastic from Cornish beaches. It turned the idea of single-use plastic, something that is constantly surrounded by negative press, into something positive; a way of spreading the charity’s message as well as encouraging people to help clean up the UK’s coastline. The Ocean Vinyl was a huge success: Sky News described the vinyl as a ‘work of art’. The vinyl sold out in 3 minutes of initial release, with the campaign having 24 million media impressions. Agencies: Havas London, One Green Bean and Universal Music Group.
In 2018, the BBC united their audio offerings into one personalised app and website, creating BBC Sounds. As their biggest product launch in over a decade, we worked with them to deliver ‘The London Ear'. In an epic activation, we branded 6 pods of the London Eye and managed a live broadcast show in each. While also taking over neighbouring County Hall to project a 60 second lighting and audio show to promote the app. BBC Sounds reached 47 million people in the first week, equating to circa 70% reach of the British public for the campaign as a whole.
O2’s long running sponsorship of England Rugby has always been based on the power of support. As the nation geared up for the 2019 World Cup, we wanted fans to feel closer than ever when they #WearTheRose. We spent a month in Japan with Ugo Monye and Jamie Laing, visiting host cities and exploring the parallels between samurai Bushido values and the guiding principles of rugby. Our six-part series, distributed on O2 digital channels and ITV, made an impact. We united players and fans, bridged cultures, and brought those supporting from home, closer to the action.
Every day, three pubs in the UK close their doors for good – in part due to cripplingly high beer tax, three times higher than the EU average. Long Live the Local celebrates the important role pubs play in our local communities, our culture and our national identity. In 2018, the campaign called upon the Government to cut planned increases in beer duty and the result – a Government volte-face – speaks for itself. This round is on us.
Associated British Foods is a diverse group with a portfolio of businesses, spanning food, ingredients and retail. We have worked with the company for over 20 years to evolve its brand and corporate communications. With such a decentralised structure, a key requirement for Associated British Foods' annual and corporate responsibility reporting is to deliver coherent group-level messaging, while also giving prominence to the individual businesses. We have developed an engaging corporate communications style that showcases the individual businesses in the context of their over-arching global group strategy and values.
EE were the first mobile network to launch 5G. As title sponsor of the BAFTAs, the red carpet was the perfect opportunity to showcase the superior mobile network. But how do you connect fashionable fans with the live red carpet experience? You create the world’s first 5G AI stylist. Using 5G we were able to bring CGI supermodel Shudu to the red carpet, live via hologram, and then use AI technology to bring affordable red carpet looks to fans via EE’s Instagram Stories. Shuda was a hit, with over 600k people viewing EE 5G network coverage messaging.
In 2018, 20,000 people signed a PETA petition calling for a vegan version of Greggs’ iconic product. With clear demand, we made what many said was impossible; Britain’s first mainstream Vegan Sausage Roll. ‘The Next Generation of Sausage Roll’ campaign broke records, delivered commercially, and elevated the launch to a national debate about the evolution of a British icon.
Standard Bank is Africa’s bank. Its purpose is to drive her growth. But while a role that benefits your community, your country and your continent appeals to Africa’s GenZ, banking isn’t the sector in which they think they can do it. To counter those perceptions and attract those who hadn't even considered a career in banking, we teamed up with an ethical sneaker brand and urged people to step forward and share what they want from a career and what they don’t. The campaign ran for four-months, across Africa and generated more graduate programme applications (and diversity of applications) than ever before.
Arena Media has been a partner to Domino’s Pizza for over 20 years. The consistent business objective for media has been to deliver growth – in terms of order count, order value and overall contribution to revenue. Over that time, the category has been fundamentally changed and we've had to navigate a number of challenges to retain Domino's position. Delivery platforms like Just Eat and Deliveroo are growing the takeaway market but also increasing the range of choice and elevating expectations. At the same time, our audience's media consumption is evolving and fragmenting, making it more difficult to reach and engage with them. We've worked with Domino's to constantly stay ahead of these changes, shifting our media planning and buying and retaining Domino's place as the UK's #1 takeaway pizza brand.