I/AM
The launch of inaugural fan and partner engagement platform, I / AM. Inviting fans to get actively involved in the team, I/AM reflects the world beyond the track to build and engage the most diverse fanbase in the sport.
Just 1.6% of London's famous blue plaques are dedicated to Black people. The Black Plaque Project is a new initiative, in partnership with Nubian Jak Community Trust, commemorating the rich, diverse contributions of Black people throughout history.
In partnership with renowned stylist and sustainability advocate Miranda Almond, we delivered the The Rewear Edit – a fashion shoot incorporating 3.5 tonnes of clothing waste - the same amount discarded every five minutes in the UK. Our work is part of Vanish’s global mission to let clothes live many lives, in turn promoting responsible clothing production and consumption.
‘King of The Streets’ was a fully integrated global campaign, created to reaffirm JD's position as the number one retailer for street style and the leading brand in youth culture. At its heart was a two-minute TV ad, ‘JD Street’, starring more than 30 sporting, musical and TV youth culture icons including Little Simz, KSI and Jadon Sancho. As an extension of the TVC and OOH, a mockumentary, launched via TikTok and JD social channels. Consumers also got a chance to shop their favourite items via a full-length, digital, shoppable version of the ad - pausing the scenes and shopping in real time, whilst also being able to play a mobile game version of ‘JD Street’ for the chance to win weekly prizes. The hero TVC was ranked as YouTube’s most engaging Christmas Ad of 2021.
Every day, three pubs in the UK close their doors for good – in part due to cripplingly high beer tax. Britain’s Beer Alliance was formed to help the industry fight back. In 2018, the Chancellor announced that a further increase in duty would be forthcoming in the Autumn Budget. Our challenge? Persuade the Chancellor to reverse the planned beer duty rise. We had one shot to get it right. The first campaign of its sort. No past learnings. No idea of success until Budget day. ‘Long Live the Local’ became our rallying cry. We launched our campaign with a bang to spark a groundswell of action. The campaign celebrated the important role pubs play in our local communities, our culture and our national identity. And in October 2018 the Chancellor did just that. Saving the industry £110m and preventing 4,000 job-losses. Agencies: Havas London, Havas Media, One Green Bean and Cake.
The BBC has a problem. The nation’s youth (under-35s) is departing in droves; its weekly reach has fallen 11% in the past two years. Perceived to be out of touch and increasingly out of mind, In ‘I May Destroy You’ (IMDY), we had the makings of a golden ticket to address topics of sexual consent in a way that really mattered to u35s. CONNECTION: We partnered with The Face & gal dem to shape an authentic conversation around the culture and passions of our audience. CONTEXT: Built to coincide with Sexual Health Awareness week, our digital zine 'The Ins and Outs of Consent’, explored the topic of consent from multiple perspectives and served as an important digital resource for U35’s. CONTENT: The Zine featured an A-Z of consent and detailed seven ‘chapters’ that covered topics such as gender identity. The whole zine was interlaced with evocative video clips and pictures from the show, as well as expert voices.
To create a powerful new name, visual identity system, launch film and strategy documents for Sport England’s radical new 10-year vision to engage more people in sport and physical activity, launched virtually to a wide range of B2B partners, local councils and government departments in January 2021. We covered digital, social and event activation, while managing an aggressive timeline and broad steering team at Sport England from initiation to launch. 'Uniting the Movement: A 10-year vision to transform lives and communities through sport and physical activity’ with a powerful new visual identity and an emotive film, voiced by Dame Kelly Holmes, that acted as a rallying cry to sponsors and partners.
In a time where a real-life club experience still isn’t feasible for most consumers, we were able to leverage augmented reality to deliver a 3D, immersive experience in a way that fully paid tribute to the Ralph’s Club atmosphere and talk to the new product for all users to enjoy.
As countries around the world eased lockdown restrictions and people began to look toward some semblance of normality, together with Durex we encouraged people not to go back to normal – because normal wasn’t good enough.
A campaign to raise awareness of the mental toll of the COVID-19 outbreak on medical professionals - as the UK's only first responder mental health charity reports an 88% year on year increase in requests for help that require an acute, clinical response. Agencies: Havas London, Cake, Havas Media, One Green Bean, Red Havas UK, Cicero/amo, Maitland/amo.
Sport England is committed to building a nation where everyone, everywhere feels able to get active in a way that’s right for them. After a series of national lockdowns, caused by COVID-19, we needed to inspire the nation to get back to the sport and physical activities they love, regardless of age, background or ability. #ReadyToPlay is the first film in our series that will encourage people back to sport and physical activity, as part of Sport England’s #ReturnToPlay campaign.
'Keep It Fresh' is a major new brand campaign and positioning for Coors Light in the UK. Championing freshness as an attitude, it launched with an epic, off-piste (literally) TV spot as well as OOH, social, digital, PR and a series of C4 idents.
With 20,000 people signing a PETA petition calling for a vegan version of Greggs’ iconic product, 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.
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.
Agencies: JUMP, Havas Media and Havas Studios.
‘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 UK adults and highlights the university’s wide appeal as a flexible, distance-learning institution.
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.
Parallel was the UK’s first hybrid 5G powered club night, bringing simultaneous live DJ sets from different locations together across EE’s award winning 5G network. The first event went live in Liverpool with local DJ’s, Yousef and Mele, dj’ing back-to-back from separate roof tops in the city, all over 5G. The second event was in Manchester with headliner, Hot Since 82, dj’ing back-to-back with up-and-coming local artists. Initial results show views of the sets are well over a million and rising every day still. One of the biggest successes for EE was being able to capture such an acute portion of their target audience –results proved Beatport was bang on for a partner to this event.
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, Havas CX helia, One Green Bean, 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 neighboring County Hall to project a 60 second projection, 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.
Agencies: Havas Media, Cake.
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.
