A drastically changed world and historic rates of digital transformation have led us into what IDC calls The Great Restart. As a result, 73% of IT leaders say cloud security is their top priority; but where they land in their Restart Roadmap depends on where they were before the pandemic. OpenText needed a solution that directly addressed the needs of various IT leaders no matter where they are in their Restart journey. This solution required content that speaks to all stages of the journey and provided real value. It also needed to be hosted in an environment where CIOs historically go to for IT expertise. As a trusted source of information for IT leadership, Foundry’s CIO.com played host to the OpenText Digital Futures hub. Tapping into the power and legacy of the CIO brand to deliver a diversity of content and dynamic storytelling to an engaged audience of IT leaders.

In a post-pandemic world, businesses have changed the way they buy and use IT equipment. For many, the traditional office remains, but for most, remote working and hybrid working are here to stay. As a result, Canon Europe had to rethink how it sold to customers, taking into consideration different market nuances across 14 regions. Enter Hybrid working in Action - a creative-first full funnel content marketing campaign which cuts through a very noisy space.

Passive fire protection manufacturer FSi were looking to increase brand saliency in the specialist façade cavity barrier market – a critical product in keeping buildings safe from fire, but one that could easily be overlooked. Although well known in other applications, awareness of FSi here was low. Making best use of the limited budget, a campaign was required to help position FSi as the best choice for façade cavity barriers. With an issue that was both highly emotive and requiring specialist expertise to master, we recognised that production of engaging and informative content was key to raising awareness and generating inbound enquiries. The campaign has been extremely successful – generating strong cut-through with the target audience and generating a £7-figure sales pipeline for FSi.

L’Oreal sought to reach their key audiences in an effective and timely manner leveraging Tripadvisor’s brand recognition and industry leadership. Tripadvisor used their property data platform to help L’Oreal reach their audience, which resulted in more than 83K visitors resulting in over 96K page views on the landing page.

Summer 2021: Fires rage in Italy, flash floods devastate Europe and the arctic melts at unprecedented speed. We are living through climate change. But what role do businesses play and can data change the tide on global warming? Professional services business Genpact has partnered with Formula E team Envision Virgin Racing since 2018, using AI-powered analytics to enhance the team’s performance on the racetrack and in the race against climate change. The partnership provides a platform for brand elevation and a source of inspiration for clients looking to apply AI and analytics to their own digital transformation. With trackside hospitality replaced with virtual garage tours and roundtables, our challenge was to develop a tentpole digital campaign to complement this program and elevate the brand. We placed a life-size ice replica of the racing team's all electric car–carved out of seven tons of frozen rainwater – next to Tower Bridge under London’s scorching summer sun and challenged the world to predict the rate of melt, live streaming the event. Using the same machine-learning principles that Genpact uses to help Envision Virgin Racing predict the number of laps in a race, Genpact built an AI-powered algorithm to predict what percentage of the ice car would melt in 24 hours. For every estimate submitted we donated money to a climate-change fighting solution. The campaign raised $10,000 for the Arctic Ice Project and generated a potential global media reach of 365 million in 12markets - from the US to Japan, Germany and India.

Wells Fargo and Bloomberg first started working together in this capacity five years ago. We were able to move the needle significantly for Wells Fargo from a brand-lift perspective, and Wells Fargo has continually renewed the program. Last year was our fifth year working together on a cross-platform, multi-episode video program centered around The David Rubenstein Show: Peer-to-Peer Conversations on Bloomberg. We interviewed more than a dozen potential customers spanning Wells Fargo’s Corporate & Investment Banking (CIB) and Commercial Banking (CB) lines and then identified the five customers with the most compelling stories for the Bloomberg audience. These stories included how Colonial Williamsburg is reimagining how to tell the story of Black Americans and race in Colonial America, the rise of a new skyscraper that's become a symbol of New York City's resolve and resiliency during the pandemic, and the creation of the largest offshore windfarm in the U.S. For each story, we filmed a two-minute video feature and a complementary :30 spot featuring each customer, and then brought those elements to life across digital, social, podcast, print, streaming and linear. The Wells Fargo sponsorship of The David Rubenstein Show was augmented with a complementary, comprehensive multimedia custom content program to highlight Wells Fargo customers and clients through these engaging and inspirational stories. We produced five print advertorials, 10 videos, a digital landing page, high-impact ad units, social media posts, podcast pre-, mid- and post-roll assets and broadcast TV segments for Wells Fargo.

Reality shows are the most-watched UK programming. But, year after year, the casts look pretty similar. For the launch of Pixel 6, a phone that accurately photographs the beauty of all skin tones with Real Tone, we saw a chance to change that and drive consideration while demonstrating the brand’s values of progress. Partnering with Channel 4, we co-created “Highlife,” the first-ever Black British Reality TV show. A program that didn’t just buck the trend of who it represented, but how, by changing the narrative of Black Britain by making sure Black British voices were at the centre of culture like never before. We fused Pixel 6 into a fully integrated campaign around “Highlife,” product placing the phone in the show and creating idents and contextual ads that aired in ad break. The idents asked Black British comedy talent questions about their lives and culture aligning with Pixel 6’s progressive nature and championing the need for a show like Highlife. In contextual ads we featured key talent from the show as they used the Pixel 6 and discussed their identities and worldviews to further promote positive representation. “Highlife” resonated with a massive audience, becoming the No. 1 trending topic on Twitter, and driving 6.1k social media mentions and more than 47 million impressions globally and cementing Pixel as a product that really embodies our values and proves that media partnerships don’t have to fit within the limits that exist but can ask for more and change the landscape forever.

In 2020, women in the US earned 82 cents for every dollar a man earned across nearly all occupations. Indeed’s Pay Gap Social Experiment challenges the taboo of talking about salary and encourages people to share their earnings on Indeed’s Salary Tool. Our women-led creative team cast 64 real workers across industries and got them on a group Zoom call. Then, starting high and going lower, we asked participants to turn off their cameras when their salary range was called, ultimately revealing the lowest earners left on screen–who were almost entirely women and minorities. Then came our final ask: “Turn your camera on if you’d be willing to share your salary to help close the pay gap.” 96% of participants did. We premiered the hero video on Equal Pay Day with the hashtag #IndeedPayGapChat across social - where it jump started conversations about wages. In one day, this hashtag reached 1M users organically. Our PR team secured over 341.5M impressions. There was a 400% increase in equal pay-related conversation associated with Indeed that week. We saw strong viewer interaction, with CTR & VCR well above YouTube Masthead benchmarks - our click-through rate 9000% above our benchmark. On Equal Pay Day alone, nearly 7,000 people clicked to our site. Most importantly, we’ve seen pay-related conversations associated with Indeed still up 10% from the same period before this campaign. We’ve seen a great response to the Salary Calculator and know it’s providing women with the data they need to be paid fairly.

This paper demonstrates that through a clear comms strategy of focusing on planning to be noticed and not just drive reach, Craft and BrewDog were able to deliver a truly innovative content focused campaign, where the audience as much as the brand were the stars of the show. At the heart of our approach was a focus on making the mythical Laout, a drink that is half lager, half stout a reality with Peter Crouch and his listeners. Across 12 episodes we focused on how we could engage audiences and have them be part of the product and creation journey with us. We considered the spaces and opportunities to continue to allow the content to grow beyond the pod, and ultimately bring crate loads of new drinkers into BrewDog. The results as you will see are testament to the focus and care taken to make and deliver a content campaign that placed fans front and centre, that leveraged the power of engaged talent and that allowed BrewDog to do what it does best, talk about and of course make beer. “Let's Get Laout”

Over the past three seasons Coors Banquet has become the Unofficial “Official” beer of the Netflix show Cobra Kai. It’s the favorite beer of several characters appearing in multiple episodes each season, without paying for any product placement. For the launch of Cobra Kai season 4 while Cobra Kai was being hyped in the press, we hyped that Coors Banquet was a part of the cult show, without ever mentioning that we were and created a campaign to spot the Banquets in each episode - #SeektheBanquets.

Seven seconds. That’s the average amount of time recruitment managers give a resume before moving on. Sobering. Indeed was looking for a way to increase brand consideration amongst Gen Y and Z’s. They knew that their comprehensive tools and resources were of value in the Great Resignation. The problem - you can tell people tools exist that give them an advantage, but it’s hard for them to see exactly why they’ll help. In an ultra competitive recruitment market, we knew people would be shocked into action if they knew the truth and harsh reality their resume faced; seven seconds. The seven second resume content series brought this to life for four Australians in a raw and emotional way, provoking thousands of Australians into talking about what their seven seconds could look like. This is a story of how we created a slightly strange content experiment to help Australia prepare for the realities of the seven second resume with Indeed, increasing brand awareness 13% and traffic 118%.

Tasked with launching a new youth brand hotel in Shanghai, we set out to achieve a world first, ”The Blank Canvas Hotel”. For the first time in history, China’s youth feel emboldened to shake off the shackles of social pressure to “settle”, which created the derisory notion that Chinese Gen-Z are the “Tang Pin” (Lying-flat) generation. With MOXY’s and its brand values, we wanted to tear down this notion, to show China and beyond, that Chinese Gen-Z are expressive, creative and shaping culture not just consuming it. We positioned MOXY as “the home for the brave”.  We found 9 aspiring creatives and sent them custom-made concrete “mystery boxes” with a brief and tools to inspire… enlisting them to produce unique art pieces as permanent fixtures for the hotel – sculptures, graffiti, DJ sets, installations and more.  We told their story through a series of 18 videos tailored for Douyin (Chinese TikTok), and ran a #challenge, inviting others to create M.O.X.Y. from everyday objects, creating #MakeMoxyYours.   The campaign culminated in a landmark launch party art exhibition, celebrating Chinese youth culture, attracting KOLs (Key Opinion Leaders) on popular social platforms, alongside Shanghai tastemakers, including skateboarders, singers, foodies, artists, actors, models, and media.  This generated mass awareness with over 500M video views, 7M Likes, 7K UGC videos, 443K homepage visits, 143k location tag views, 407 PR placements, and a 90% occupancy rate in the weeks following. Earned media coverage was valued at more than $5m USD, from a launch budget of $150k.

Time-sensitive deals are common in the airline industry, but Swoop—Canada’s ultra-low-cost carrier—is anything but. To promote a limited-time sale with 60% off flights to Mexico, we enlisted Mother Nature’s help to create a countdown timer like never before. On one of the very beaches we were promoting, we made a giant coupon in the sand. As the tide came in, it slowly erased the offer. We streamed the event on Facebook, inviting people to take advantage of the deal before it washed away.

The UK rail network is one of the safest in the world – yet data shows the number of accidental injuries and deaths are on the rise. Evoke Mind+Matter worked with Network Rail to create a clever, stand-out campaign to interrupt rail users lost in their ‘bubble’ and encourage them to take responsibility for their own safety on the rail network. Through careful testing of language, themes and creative routes, we developed a campaign to point out the risks without pointing the finger that influenced a measurable change in behaviour. Beware the Bubble cut through ‘alert fatigue’, leaving an impression on rail users bombarded with messages from elsewhere. With a full suite of materials – including a 30-second hero film, geo-targeted OOH, social, digital, audio and print media – we targeted the behaviour of rail users at specific locations of risk such as level crossings or the platform edge. The results have exceeded all expectations, with Network Rail reporting a 17.5% reduction in incidents in stations and at level crossings in 2021, compared to 2019. In the words of Network Rail: “This was a real first for us in terms of tone and tyle and we are delighted with the real world impact this campaign has had.” Faye Scadden Head of Marketing & Brand Network Rail

When Virgin Voyages launched Scarlet Lady in 2020, the brand was set to shake-up the cruise industry with a new premium offering to redefine travel at sea. Then the global pandemic hit, leaving the brand in limbo. We successfully exploded awareness that the Scarlet Lady - and Virgin Voyages - had returned to the high seas with a new way to voyage, which was the safest way to travel. We generated a reach of 4.5 billion globally, engaging agenda-setting broadcast, print and online titles. A considered media strategy at the heart, that reached the masses, yet was perfectly tailored to captivate specific audiences and change perceptions.

"You can go through life without ever having the chance to impact the life of a stranger. We were lucky to have that opportunity." On February 24th 2022, the world changed overnight. Russian forces invaded Ukraine in a move that would subsequently kill thousands and displace millions of innocent Ukrainian citizens. Three weeks later, our agency got a phone call to work on the most important campaign we might ever do. If, in the next five minutes, someone asked for your help in rescuing 54 kids from Ukraine, the chances are you’d say yes. What would then follow is a series of physically and mentally exhausting events that would see you having to perform at your best and requiring you to pull in every PR resource and asset at your disposal; that would need you working across three countries and with four governments; that would require your team to solve challenges they’ve never thought about before at pace and at scale. But you’d know that if it goes to plan, 61 people will flee death and destruction and reach safety. We got that call and we said “yes”. This is the story of Project Light and the nine days that changed us forever.

Working with science-based targets is the Volvo Group's way of scientifically validating its plan to become fossil-free by 2050 and reach the goals of the Paris Agreement. When Volvo Group officially had its plan validated by the Science-Based Targets initiative, the campaign, "The Ultimate Descent" was launched – to explain in an effective and educational way to a wider public that Volvo has a well-founded sustainability strategy. Thanks to its many video views, the campaign’s impact was considerable, and helped increase knowledge among the target group.

Exec Summary (<250 words): The BMW and British Vogue Forces For Change partnership is a powerful example of a media partnership driving tangible change across society as well as business. We needed to find a way for BMW to appeal to an affluent female audience who had been overlooked by years of male-focused marketing from the luxury automotive sector. Through British Vogue’s Forces For Change movement, we were able to authentically engage with the issues these women cared about through a rich ecosystem of print, digital and social content, seamlessly woven into the title’s cultural context. We set out to fundamentally change the perception of BMW among an affluent female audience. By defining the right insight, selecting the right partner, and maintaining a consistent and powerful narrative throughout, we exceeded every target set. We delivered against all objectives with a 21% uplift in consideration for BMW amongst this audience.

Since 2009 Gio Compario has been GoCompare’s brand mascot. Whilst his presence drove awareness in a hyper-competitive market, love for the moustachioed opera singer had started to wane. So, in 2020, Wynne Evans, who plays Gio, joined him on screen and viewers instantly warmed to the double act. To build on this momentum and further entertain the nation we wanted to embed them into popular culture. Integrating the brand icons into relevant and equally iconic programming the whole family tune into was our first step to reach mass audiences. So, we partnered with ITV and popular gameshow, Family Fortunes. After negotiating the show licencing deals and the use of show IP and host talent Gino Di Campo, we created the “Our Survey Says” sponsorship campaign of idents and 60” contextual ads. First, we aired a set of humorous idents, where Wynne and Gio took to the streets in a stylish Piaggio Ape complete with digital Family Fortunes game board asking the nation a series of insurance related survey questions to see if they could find the top answer on the board. Next we created the UK’s first interactive advertising gameshow with a series of four 60” mini episodes aired first in break. Playfully pitting the Evans and Compario families against one another they competed to find the top answers on the board, answering real-life survey-based questions. When they couldn’t find the answer, we handed over to viewers inviting them to guess the answers for the chance to win big prizes.

Business law firm Addleshaw Goddard operates in an incredibly noisy competitive environment, with over 100 firms across the industry together publishing hundreds of thousands of marketing outputs a year. To stand out from the crowd, deliver on its imaginative brand positioning, and celebrate the importance of law to our economy, the firm turned to legal poetry, because lawyers and poets share the same principal tool – words. And the approach earned significant attention… An emotive, content-led initiative in a niche area achieved over 3.2 million online impressions; a reach of 370,000+ people; brand engagement beyond expectations; and stimulated a marked increase in people searching for the firm. In the words of our market… "Hands down my favourite law firm marketing campaign of the year – you guys smashed it!" "It's such a creative project … very un-law firm like! Love it!" "This made me smile so much." "Brilliant." "My people love this."

Manulife's Routes for Heart was a digital-first activation that encouraged participants to create heart-shaped routes on their fitness tracking apps and share it on their social feeds. For every heart-shaped route shared, we donated to heart and stroke research. Within 24 hours over 8,000 heart routes were shared, spreading our cause to over 97 million people.

Whilst Allianz depends heavily on the intermediary market, it doesn’t directly operate in B2C. This means brand awareness for Allianz can be much lower at a consumer level. Working with CHS, Allianz launched ‘Women in Sport’. A paid social campaign that leverages the brand’s strategic partnerships with the Rugby Football Union (RFU), Team GB and the British Paralympic Association (BPA). Launched in the run up to the Olympics, the campaign aimed to celebrate the country’s most iconic women in professional sports through a selection of powerful emotive videos across Facebook, YouTube and Instagram. Each star was asked to reflect on their most incredible sporting achievements whilst sharing inspirational advice which was all brought together under the creative wrapper - ‘What would you tell your 8-year-old self’.

Covid-19 and cystic fibrosis. What could they possibly have in common? A lot in fact, and by revealing to the public that everyone had unknowingly walked a mile in the shoes of someone with cystic fibrosis during the pandemic, we raised vital awareness and understanding of this rare genetic disease and its impact on everyday life. This innovative and daring approach to health comms produced a first-of-its-kind public awareness campaign which exceeded all expectations. Not only did the campaign significantly outperform all Cystic Fibrosis Trust benchmarks, but a compelling personal story also captured widespread media attention (200+ articles from international, national and local sources), and the clever content cut through the cluttered health comms landscape. Its effectiveness was only heightened by timing the release of this risky content precisely 10 days after lockdown restrictions ended. We have made a difference; seeing a YOUGOV-measured increase in public understanding of cystic fibrosis (CF), a 43% increase in charitable donations to the Trust, 59% increase in newsletter sign-ups, a set of superior social and online metrics, as well as witnessing a huge buzz in the CF community either supporting the campaign or feeling like they too could share their own ‘CF Truths’ with the world.

Uncomfortable truth: girls receive an informal education alongside their formal one. This miss-education hampers their growth and limits their potential. In this social-first, female-led campaign we worked with visual metaphor to speak to this problem, representing this miss-education as an uncomfortable, cumbersome graduation gown. The struggle to shed the lessons was brought to life through choreography that connected deeply with audiences, connecting Plan International UK to over six times more people than planned.

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Children are the least responsible for climate change and yet they will bear the greatest burden of its impact. In April 2021 Formula E started a long-term partnership in support of UNICEF's Safe and Healthy Environment Fund, which was set up specifically to serve the needs of children impacted by climate change related issues. Over three years, the partnership will contribute to improving the wellbeing of three million children worldwide. WING was approached by Formula E to bring the partnership to life with a content-driven campaign. We conceived 'Take A Breath', a powerful spoken word poem that was delivered by UNICEF ambassador Tom Hiddleston and captured in a single shot in an immersive gallery space that represented the inside of a child's mind. We worked with UNICEF's Youth Advisory Board, an inspiring group of 14-18 year olds who are youth ambassadors for the charity, and included their voice recordings in the film alongside archive footage of children protesting against climate change across the world. They are the agents of change whose voices need to be heard. The campaign was executed as a multi-faceted comms and activation approach and released across key digital channels in the build-up to the London E-Prix, a highlight moment in the Formula E calendar. Alongside digital content and online activations, including infographics and driver supporting social content, a replica gallery was created on-site at the E-Prix to showcase the film and offer further information about the partnership.

The Covid-19 pandemic meant fewer people were seeing GPs, and NHS referrals for suspected cancer had crashed as a result. 14,000 more men were predicted to have undiagnosed prostate cancer that needed treatment – and their cancer would spread if they weren’t diagnosed. NHS England had launched initiatives to get people back to their GPs, targeting other forms of cancer. But prostate cancer – the most common cancer in men – is a big problem for public health campaigns. You can’t check yourself; it usually doesn’t have symptoms until it’s already spread; and it’s the most common cancer with no routine screening programme. So what can we tell men to do about it? A small, in-house charity team solved a public health comms challenge no one else had cracked – and developed a piece of content so effective NHS England funded a £1.9m first-of-its-kind partnership campaign to deliver it. The campaign achieved results 5x over target and got more than half a million men to take action. As a result, NHS urgent referrals for urological cancers reached an all-time high and have seen a sustained uplift in the six months since. At least 1,150 additional men have already started treatment.

Mattel needed to drive awareness and preference of two products across markets; 1. Pictionary Air (the regular version of the game). 2. Pictionary Air Harry Potter (a new version of the game with Harry Potter themed gameplay including a branded Wand instead of the regular pen and themed clue cards). For the vast majority of the audience, this would be the first time they have seen either of the products. We needed to make a good first impression. Our strategy was to draw in new players by; Bringing people on the guessing journey - introduce them to the fun and unique gameplay Making it funny - show people the game leads to fun family time together Reflecting the game truth; The drawings are hilariously bad. It’s fun when you get it, even more fun when you don’t. Bringing this final gameplay truth to life with a carefully crafted social video that kept audiences watching, we not only beat industry benchmarks but smashed them by up to 203%.

Time-sensitive deals are common in the airline industry, but Swoop—Canada’s ultra-low-cost carrier—is anything but. To promote a limited-time sale with 60% off flights to Mexico, we enlisted Mother Nature’s help to create a countdown timer like never before. On one of the very beaches we were promoting, we made a giant coupon in the sand. As the tide came in, it slowly erased the offer. We streamed the event on Facebook, inviting people to take advantage of the deal before it washed away.

When gyms shut down, online searches for “home exercises” shot up—by over 400%. By partnering with professional athletes and their trainers, we created a suite of content to demonstrate and walk through the kinds of sport-specific workouts that viewers could utilize to maximize their home training sessions. Informed by data and driven by empathy, we produced 36 remote shoots, creating 175 unique articles and garnering over a million organic impressions while improving adidas’ search engine rankings.

To promote their new mascara, the Colossal Curl Bounce, Twitch presented Maybelline with a unique opportunity to not only engage popular streamer /Fasffy for a dedicated make-up stream, but also create an interactive community experience whereby viewers were able to choose every part of their look, from the colours to the style, using Twitch’s poll feature. Twitch also created a custom chatbot enabling viewers to click-through directly to purchase the Colossal Curl Bounce for themselves. Ultimately, this campaign saw great success, outperforming metrics by as high as 89%, and sent sales skyrocketing with +31% increase in Maybelline brand searches on Amazon and +15.6% increase in glance views. Suffice to say, the product ended up selling out on stream.

Threefold is a retail media agency, connecting retailers, supplier brands & shoppers. We created a campaign focusing on PC Gaming for our long term client, The Very Group, offering an opportunity to capitalise on growth across the gaming category. Combining investment from Microsoft, Asus and Intel we activated an omni-channel campaign with the aim of making Very a considered destination for gamers, whilst producing educational and inspirational content for PC gamers. In order to achieve these aims, we kept both retailer sales and customer engagement KPIs front of mind throughout.

The UK rail network is one of the safest in the world – yet data shows the number of accidental injuries and deaths are on the rise. Evoke Mind+Matter worked with Network Rail to create a clever, stand-out campaign to interrupt rail users lost in their ‘bubble’ and encourage them to take responsibility for their own safety on the rail network. Through careful testing of language, themes and creative routes, we developed a campaign to point out the risks without pointing the finger that influenced a measurable change in behaviour. Beware the Bubble cut through ‘alert fatigue’, leaving an impression on rail users bombarded with messages from elsewhere. With a full suite of materials – including a 30-second hero film, geo-targeted OOH, social, digital, audio and print media – we targeted the behaviour of rail users at specific locations of risk such as level crossings or the platform edge. The results have exceeded all expectations, with Network Rail reporting a 17.5% reduction in incidents in stations and at level crossings in 2021, compared to 2019. In the words of Network Rail: “This was a real first for us in terms of tone and tyle and we are delighted with the real world impact this campaign has had.” Faye Scadden Head of Marketing & Brand Network Rail

For Singapore, a small nation of 5.5 million, foreign investment is essential to our growth, and our country will suffer in this increasingly global and volatile economy if we don’t embrace it. But foreign investment can be viewed by our local talent pool with suspicion. Like so many globally, they have felt an acute sense of job insecurity brought on by the effects of the pandemic. Singapore’s Ministry of Trade and Industry needed to improve this sentiment and show the Singaporean PMET (professional, managerial, executive, and technical) labour force that such investment is beneficial to them. Our strategy was to go straight to the heart of the matter and assuage fears around job opportunities. So we began with a simple question: How does foreign investment benefit people like me? “Going Global, Thinking Local”, is an original eight-part multi-language and multi-format series, featuring Singaporeans who have benefitted from investments brought about by foreign companies, and who have in turn flown the Singapore flag high and gave back in their own way. The campaign was a huge success, and we achieved 150% of our set targets for video views and page views combined. More significantly, our strategy of celebrating local pride worked, and our audience spent more time on it compared to the average editorial article – over 1.7 million minutes in total just on our news platforms, excluding social media.

Singapore’s battered tourism economy needed a local boost with the country’s borders still closed a year into the pandemic. Unlike other countries, Singapore is a tiny nation with only 3.5 million citizens, and is 7 times smaller than Shanghai. To incentivise Singaporeans to be tourists in their own country, the Singapore Tourism Board (STB) issued its citizens S$100 tourism dollars to those aged 18 and above, that can be used at various attractions. But redemptions remained low months after the launch. Singaporeans were simply not buying it. Our challenge: How do you talk to an audience who believe they know all about Singapore, and encourage them to use their SingapoRediscovers Voucher to explore their own backyards? We needed to be real and focus on what truly matters to Singaporeans. So, we spoke directly to our vacation-deprived fellow Singaporeans by answering the top question on their minds after spending months in the pandemic-induced lockdown: “How To Not Waste Your Annual Leave?” The massive content campaign was launched in our four official languages to reach our wide-ranging audience. It was also adapted to multi-formats, and distributed across various news titles and lifestyle media. Our strategy paid off, achieving over 157% of our campaign KPIs – and that’s without the engagement on our radio platforms. Time spent on our articles more than doubled that of editorial stories too. The campaign is a bona fide success, eventually contributing to around 1.9 million Singaporeans using their vouchers and close to $300 million in transactions recorded.

EnterpriseSG is a government agency in Singapore championing enterprise development, and works with companies to build capabilities, innovate and internationalise. Despite having an extensive network and resources for business owners of Small and Medium Enterprises (SMEs) to tap on, response has been lukewarm at best. This is worrying for EnterpriseSG. They needed to find a way to reach out and highlight the availability of resources and inspire them to grow their businesses. But there is a lot weighing on the minds of SME owners: being unfamiliar in a new market, from culture to regulatory practices, and whether they are financially able to expand. To effect change, we needed to shift from discussing businesses, to profile SME brand owners and how they experienced the same struggles and triumphs in expanding overseas. “Keep Growing” is a multi-format and multi-platform content campaign that is a storytelling of a brand’s journey – not an unattainable success story. We showcase the very real human stories of brand owners who are in the process of successfully taking their businesses international, sharing the lessons learnt along the way. Our content was a success, racking up more than 1.15 million video and page views combined, which is 1.7x of our set target over three months. This is an incredible number for a country with about 291,600 SMEs. They were also actively engaged with our stories, spending at least 40% more time with us compared to editorial, and 51 hours on our video content, just on our digital platform.

Singapore’s manufacturing industry makes up a significant 21% of its entire GDP. To fuel this growth, JTC Corporation, the government agency in charge of Singapore’s industrial progress, has initiatives to connect business owners to a wider support system. In turn, it is essential for local Small and Medium Enterprises (SMEs) to tap on these resources and adopt the next generation model to future-proof their manufacturing business. But the reality is far from ideal. While many SMEs were aware of the resources available, and agreed that digital technology can help their businesses, the majority has been slow to change. So, if they already know about these resources and benefits from a rational standpoint, then the behavioural gap was an emotional one. Our strategy was not to show them that their fears are invalid – but to let them know that they can be overcome. And who better to hear this from than fellow business owners who have been there, done that? The Made In Singapore campaign is a 4-part video-led, content series that gives our audience access to the collective first-hand experience of SME business owners just like them. The multi-format, multi-language, and multi-platform series features those who have started their company’s journey towards advanced manufacturing, with frank discussions about the challenges they have each gone through, and their different approach to the solutions. The results were phenomenal, and we achieved a whopping 1.8x of our initial target set for the campaign.

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To educate Queenslanders on road safety and encourage the community to separate drinking from driving, Twitch challenged rising streamer /TJBirrd to prove that it's never 'all good' when it comes to drinking and driving. In a unique game of Minecraft where gradually, throughout the course of a two-hour sponsored stream, the gameplay was increasingly impacted by long lags to depict the—sometimes fatal—consequences of impaired reflexes. As the first Australian government who had ever sponsored an influencer broadcast, the Queensland Government was able to deliver a serious message in a fun and engaging manner. Successfully exceeding benchmark metrics, the stream drove epic audience participation through chat, with the Twitch community sharing experiences with their mates drink driving, while smashing channel viewership and engagement expectations.

This life saving media strategy tapped into the safe space of one of the UK’s most trusted parenting forums, Netmums, to find and engage parents of vulnerable children at risk of radicalisation at a time when the risk had never been higher. With just a £75K media budget, this campaign goes to show that smart planning guided by strong insight can truly save lives.

Emerging from the pandemic, the can’t miss event for beauty professionals is back live – and so are attendees thanks to a rapid-impact integrated digital and social influencer campaign from Questex and agency Park & Battery. The pandemic closed the salon doors on IBS New York in 2020 and 2021, and amid continued Covid concern due to the delta and omicron variants, the returning 2022 IBS New York event was seeing registrations significantly lagging with only one month to go before the conference. Questex charged agency Park & Battery to rapidly create buzz and momentum, spike registrations and drive attendance. Park & Battery spun up an omni-channel strategy to engage the beauty professional communality with impact and to create a powerful sense of FOMO. At the core of the initiative was a targeted influencer campaign across Instagram and TikTok with some of the most followed and engaged beauty and wellness professionals in the industry. With limited time and budget, the campaign launched with just weeks left before the show – and a yielded stunningly beautiful return to the industry’s biggest event with tens of thousands of attendees, thanks to nearly 9 million social media impressions and record engagement, in addition to millions of digital and streaming impressions. Importantly, the campaign was so successful that it become the playbook for successful events going forward. Now that’s a thing of real beauty.

The history of innovation is full of stories about visionary business leaders and founders, yet there are thousands of innovators whose stories remain hidden despite their ideas – from tiny features to complicated algorithms – making our lives easier, safer, and more convenient. We made it our mission to bring the innovators behind breakthrough discoveries back into the spotlight. We want to tell another story – one less celebrated, unknown to the mainstream audience – about the figures who set the foundations for modern software and laid the groundwork we all rely on. This is how the idea of Hidden Heroes was born. Hidden Heroes is a collection of bespoke stories – published in cooperation with a popular author and speaker, Steven Johnson – about the people who shaped today’s reality. After a multichannel teasing period, the initiative was launched in April 2022 during an event in NYC. Since then, we’ve been releasing one story every month, powered by cross-channel communication: from organic social media and community management, through a dedicated podcast, to Reddit AMAs and Time Square ads. To date, Hidden Heroes has reached 15 million people, received nominations in awards and competitions like DesignWays and Awwwards, attracted new partners (Atlanta Tech Village, Webflow), and was even streamed live on a lecture at Georgia State University. Not to mention that the feedback we have received from the Hidden Heroes and their family members has been touching, and… encouraging enough for us to start working on Season 2!

When Ferrero acquired Butterfinger, it was a crispety, crunchety, iconic brand beloved by many Gen X fans but not getting the strategic marketing support it needed to win over the next generation of consumers. In 2020, the Butterfinger team at Ferrero began to turn that around with the Game Better With Butterfinger program, designed to build affinity among Gen Z and Millennial gamers through up-and-coming streamers and YouTubers as well as exciting promotions involving fan-favorite games. Since 2017, Butterfinger social presence has grown over 52% on Instagram and Twitter. This year, Butterfinger leveraged its unique Twitch presence and a successful strategy prioritizing micro influencers to take the Game Better platform to another level by building in intimate and authentic moments on Twitch on top of the exciting and successful promotions he has become known for. The many surprising moments in gaming driven by the brand this year include: a mad dash to get dune buggies and ponchos in Butterfinger Yellow; warm welcomes for the brand in Chats across Twitch; an original rap song about Butterfinger; happy tears on-stream in reaction to the brand’s support; and an authentic, impactful conversation about representation in gaming hosted on Butterfinger’s Twitch Channel. All told this year the Game Better With Butterfinger program reached more than 270 million gamers across Twitch, YouTube, social media, and press coverage, was directly responsible for selling thousands of bars, and was a major driver of the brand’s 22.3% growth this year.

Given that 72% of the Indian OTT audience prefers to watch content in their native languages. We wanted them to see their stories represented authentically. The anthem was performed in Kannada, Tamil, Telugu and Malayalam about the contributions of their region to art and culture, all woven together seamlessly to create a sense of storytelling, all the while shattering the existing stereotype of South India. The crux of this music video is simple yet powerful - storytelling. We all grow up with stories, some told to us, some we tell others, some we see on screen. With this music video, we brought to the forefront, stories from Southern India - whether it’s childhood tales, films and pop culture, or the story of a household, a community, a city. We left the interpretation to each rapper and packaged it in a manner that highlights each rapper's style, expression and city/language of representation. The storytelling was idiosyncratic & linear as each artist passed the mic forward- celebrating, educating and busting stereotypes along the way. The song struck a chord with the audience and as such was streamed 1.3Million times on Spotify, the video garnered 36.6Million impressions and 7.8Million views. Reaction videos to the song have garnered upwards of 2M views whereas dance covers have added 1 Million views to the mix.

Logitech G, leaders in gaming and technology, wanted to position themselves as the brand of choice for new audiences entering the market. We collaborated with Logitech G to create a standalone video campaign entitled Keep Playing which placed the brand at the heart of play. The campaign goal was to increase brand awareness and attract new audiences, 'rolling out the welcome mat' to the gaming world. But our challenge was raising awareness of Logitech G as a brand and reaching new audiences in a meaningful way while establishing an emotional connection with the brand. By celebrating inclusivity and diversity, we devised the core campaign truth that play is universal, everyone is a gamer, and play is for everyone. That distilled into our campaign tagline: Keep Playing. Creatively, the plan was to go big to create a transformative moment positioning Logitech G as a cultural leader. The marquee film for Keep Playing is compelling and entertaining, while resonating with the powerful emotions behind the universality of play. The video captures a snapshot of contemporary global gaming culture in all its energetic and exciting diversity. From families playing together to pro-gamers single-mindedly focussed on the win – the viewer gets an authentic sense of play as an inclusive and unifying force for good. Meanwhile, the creative places Logitech G at the heart of gaming. Our strategy, creative, brand campaign and media plan successfully raised brand awareness by connecting with audiences on an emotional level, leading to increased direct sales for Logitech G.

A recent survey commissioned by the Gambling Commission of Great Britain found a limited level of knowledge of safer gambling tools among those who have gambled in the last 12 months. As the fair casino, Play OJO needed to address this. Drawing parallels with Safe Sex, we created the Safe Bets Education series. Fronted by Olivia Bowen we taught users everything they needed to know about safer gambling tools but were afraid to ask. Incentivising a ‘self examination’ with branded condoms, the campaign led to a 400% increase in players protecting themselves whilst gambling.

Latin GRAMMY® award-winning singer-songwriter Camilo and powerhouse Spanish soccer league LaLiga came together to create a unique campaign to celebrate the return of soccer, or “fútbol” as it is known to Spanish-speaking audiences, for the 2021/2022 season. Hoping to encourage fans back to stadiums for matches following pandemic-driven closures, LaLiga was interested in partnering with an artist to help rally fans into action and make a strong, positive impact not just among existing fans, but also amongst previously lesser targeted audiences such as females and young adults. Camilo was immediately identified as a synergistic fit given his family-friendly image, existing passion for LaLiga’s teams, and having about 60% of his listeners comprised of female fans and representative of all age groups. In addition, with his global hit “KESI” at the top of the charts at the time of the campaign, utilizing a remixed version of the track as LaLiga’s new anthem was sure to be instantly recognizable and resonate with listeners. The campaign was amplified via TikTok challenges, radio airplay, TV broadcast, and robust media and marketing strategies which generated significant international buzz around the league and translated into a total media value of nearly €8M.

During a global pandemic, consumers were craving content that would allow them to connect with their favorite artists in deeper and more meaningful ways. Pepsi’s partnership with the NFL and Roc Nation had established one of the greatest music entertainment platforms: the Super Bowl Halftime show. Therefore, the time was ripe to foster connections between the show’s headlining artist, fans, and the brand. It was up to Pepsi to join the cultural conversation in an authentic way — blurring the lines between advertising and entertainment — and extend excitement around the Halftime show long after the actual performance had wrapped. Pepsi partnered with award-winning director Nadia Hallgren (“Becoming,” “Civil”) and Boardwalk Pictures (“Chef’s Table”) to create a 90-minute-documentary that chronicled the making of the Pepsi Super Bowl LVI Halftime Show. The documentary tracked the powerful journey of The Weeknd’s talented team of producers, set designers, field dancers, and costume designers — from renowned experts, to volunteers under the helm of Jesse Collins, the Halftime Show’s first Black Executive Producer. This extraordinary community of people came together at the height of COVID-19 to capture what was one of the first live performances after periods of lockdown. Working with Showtime to premiere the film six months after production wrapped enabled the brand to extend the equity of THE SHOW beyond a 12-minute performance and into the crux of cultural conversations. Earned media and impressions exceeded every goal by triple digits. The film generated 155 PR stories and 7B impressions, with 100% positive.

With young people turning away from traditional entertainment platforms, ITV needed an experience that stood out, drove modernity and got people excited about all of the great content that sits on the ITV Hub - all while building awareness of their new brand platform for 2021, ‘Drama vs Reality’. By partnering with the world’s leading live-streaming service, Twitch, ITV were able to turn ITV Hub’s ‘Drama vs Reality’ campaign into a spectacular live-stream event, in which popular Twitch streamers pledged their allegiance to either #TeamReality or #TeamDrama. Elements of ITV shows were transformed into themed challenges on existing games as well as a custom-built, ITV-branded retro arcade game, in which characters from Drama and Reality faced off in the ultimate Street Fighter-style showdown. As host, successful Twitch streamer and voice of ITV’s Love Island, Iain Stirling, bridged the worlds of interactive gaming and TV. And it was a bridge that Gen Z were happy to cross. The campaign reached millions of unique viewers, generated an increase in brand awareness for ITV Hub, and the two-hour live-stream event drove tens of thousands of clicks to the Hub itself.

Candy Crush Saga launched its very own loyalty program – Royalty giving members the VIP treatment with exclusive content and rewards. King were looking for an agency partner to help bring the Royalty value proposition to life with a brand identity that makes players feel recognized and rewarded. We created a content plan that ran across CRM, editorial and in-game ads to help members get more from their favourite game. Every month, we made new and exciting content pieces designed to engage with players and entice them to interact with the unique Royalty portal.

To drive awareness and increase consideration of DoorDash’s wide range of on-demand delivery options beyond just a food delivery service, Twitch told the story of DoorDash from the perspective of “Player One”. By transforming both a Twitch Aussie Streamer (/PlayitShady) and a DoorDasher (‘Jake’) into a video game character, their journey with DoorDash will come to life in the form of two custom commercials that look and feel like an action arcade game. The custom commercials premiered on Twitch, alongside with a special food promotion for the Twitch community. Successfully bringing DoorDash’s brand values and identity to life, the campaign exceeded benchmark metrics by as high as +90%, and clocking over 2,000 live chat mentions of DoorDash on chat.

In 2020, women in the US earned 82 cents for every dollar a man earned across nearly all occupations. Indeed’s Pay Gap Social Experiment challenges the taboo of talking about salary and encourages people to share their earnings on Indeed’s Salary Tool. Our women-led creative team cast 64 real workers across industries and got them on a group Zoom call. Then, starting high and going lower, we asked participants to turn off their cameras when their salary range was called, ultimately revealing the lowest earners left on screen–who were almost entirely women and minorities. Then came our final ask: “Turn your camera on if you’d be willing to share your salary to help close the pay gap.” 96% of participants did. We premiered the hero video on Equal Pay Day with the hashtag #IndeedPayGapChat across social - where it jump started conversations about wages. In one day, this hashtag reached 1M users organically. Our PR team secured over 341.5M impressions. There was a 400% increase in equal pay-related conversation associated with Indeed that week. We saw strong viewer interaction, with CTR & VCR well above YouTube Masthead benchmarks - our click-through rate 9000% above our benchmark. On Equal Pay Day alone, nearly 7,000 people clicked to our site. Most importantly, we’ve seen pay-related conversations associated with Indeed still up 10% from the same period before this campaign. We’ve seen a great response to the Salary Calculator and know it’s providing women with the data they need to be paid fairly.

December babies have been forgotten about for too long, with countless overlooked birthdays and missed presents. Taco Bell felt the same - how often do you have tacos for Christmas? Teaming up with Jungle Creations, Spark Foundry and SPP Media, Taco Bell set out to disrupt the usual festivities by making sure December birthdays were front and centre during one of the busiest moments of the year. In a PSA-style video, five strangers who all ‘celebrate’ birthdays in December each share their despair at being forgotten every year, with their birthdays buried by Yuletide celebrations. “All year round, I’m there for everyone else. Every birthday. Every wedding. At this point, every bloody gender reveal party.” With the help of Taco Bell, they call for a boycott of Christmas in favour of celebrating our friends and families birthdays. The video was published on Facebook, Instagram and TikTok via Jungle Creations’ media brand VT, to a combined following of over 30M, and the hero video was amplified by spin-off videos that highlighted each character’s story, a competition open only to December babies, and a TikTok series with creators sharing hilarious anecdotes about how Christmas has ruined their birthdays. The campaign drove over 7.9M UK views and almost 19M UK impressions, leading to an over-delivery by 16.1%. The hero video alone achieved over 2.7M UK views and saw a whopping 41.1% completion rate, successfully cutting through the Christmas noise and genuinely surprising and entertaining audiences by humorously taking a stand against the norm.

We used Porsche’s history as a brand driven by a dream - to make the perfect sports car - as our inspiration. What followed was a comprehensive digitally led mentorship program, The Art of Drive. In partnership with Condé Nast and bringing together, for the first time, Vogue and Wired, the program featured the brightest cultural luminaries to inspire our audiences creativity, and provide tangible insights and interactive content to ground that inspiration in crucial learnings for success.

Football fans, whether they’re 15 or 65, have an emotional connection to grass roots football, and all over the UK, every blade of grass has a story to tell. Social accounts dedicated to ‘Sunday League’ goals and amateur fails amass thousands of followers, all of whom can’t get enough of the muddy underworld of ‘real’ football. After 12 months of ‘owning’ live matchday conversation on Twitter, Specsavers wanted to dive deeper into the world of football and give a team right at the bottom something to talk about. What if we could find the worst team in the UK and help them turn their fortunes around? We used Should’ve Gone to Specsavers as a creative point of relevance and invested in a community football team, giving them the kind of experiences only a professional team could get access to. In return, through meticulously planned content capture days, we produced a series of pitch-perfect, on-brand storytelling, starring key audience influencers and all the right Specsavers DNA.

Time-sensitive deals are common in the airline industry, but Swoop—Canada’s ultra-low-cost carrier—is anything but. To promote a limited-time sale with 60% off flights to Mexico, we enlisted Mother Nature’s help to create a countdown timer like never before. On one of the very beaches we were promoting, we made a giant coupon in the sand. As the tide came in, it slowly erased the offer. We streamed the event on Facebook, inviting people to take advantage of the deal before it washed away.

When WestJet launched in 1996, it had one goal: to make air travel more affordable. Today, the cost of flying is once again skyrocketing, but this time to a new destination: Space. So, we announced WestJet-X: a space program that offered flights for half the cost. While our space program may have been fake, we reminded everyone that WestJet stays true to making travel more affordable—no matter the destination.

Conrad Hilton, founder of Hilton over 100 years ago, set a clear purpose for the company - ‘to fill the earth with the light and warmth of hospitality’. Never was that more needed than during the Covid-19 pandemic. With long periods of isolation, travel bans and restrictions in place, Hilton needed to find a way to spread this light to their most loyal consumers, beyond simply inspiring future travel, which seemed a distant and far-reaching possibility for many. We identified an opportunity to bring a little Hilton hospitality into the homes of our Hilton Honors members, with access to exclusive and bespoke content. This peek behind the curtain, ‘Hilton Unlocked’ enabled Hilton to produce content to engage, inspire and bring light to its members, when times were challenging, and consumers longed for travel and normalcy. We developed creative pillars, for the ‘Unlocked’ device, focusing on specific themes - ‘Unseen’, ‘Unheard’, ‘Unknown’ and ‘Undiscovered’, giving members a true insider’s view of the brand experience. Over the course of the past 2 years, Hilton Unlocked content has delivered beyond expectation – keeping Hilton top of mind, engaging members on topics that actually matter to them and reinforcing Hilton’s purpose.

With the launch of its first fragrance, Fenty Eau De Parfum, Fenty Beauty wanted to shake up the industry and forge a direct relationship with its fans by launching direct-to-consumer. But launching exclusively online to an audience that had never smelled it posed a unique challenge. Inspired by "ghost kitchens" (delivery-only services that don't require physical addresses), we created 5 secret Fenty ghost stores: online-only e-commerce platforms hidden in locations central to the scent’s creation built on Google Maps’ API. Each store contained a chapter of the scent's creation along with a chance to purchase it in limited-edition packaging. Over 5 days, followers of Fenty Beauty’s social account went crazy hunting down the ghost stores, purchasing all stock within hours of discovery (without ever having smelled it) and countless signing up for future drops via email and SMS, forging direct relationships with its customers.

The cost of living crisis has put the UK’s increasing digital skills shortage into sharp focus. The Government estimates 10 million UK workers are missing out on earning potential because they don’t have the basic digital skills needed for today’s workplace. Google offers over one hundred free training courses to help people benefit from the opportunities of Britain’s changing economy. But audience focus groups show that for both individuals and business owners, the no.1 reason for not learning new skills is the same – a lack of time. Inspired by this insight, Redwood BBDO’s strategy was to remove the barriers that stop busy Brits learning by turning Google course content into the campaign itself, transforming adspace into mini training sessions, and pockets of downtime into moments to upskill. Ian Wright appeared alongside some of Britain’s brightest entrepreneurs in an integrated campaign where every asset delivered career or business skills taken from Google’s training. The creative and media buy were aligned, with each ad targeted by location and time of day — career skills were delivered during typical commuting and lunch break hours, and business skills offered late at night to reach side-hustlers and busy entrepreneurs. Over 400 pieces of context-aware creative were produced, with the campaign running on VOD, dynamic DOOH, print, YouTube, Spotify, social and podcast audio. And for those inspired to take their learning further, Redwood BBDO relaunched Google’s UK training website under the Skills To Go banner, reorganising its content by time to complete the experience.

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Manulife's Routes for Heart was a digital-first activation that encouraged participants to create heart-shaped routes on their fitness tracking apps and share it on their social feeds. For every heart-shaped route shared, we donated to heart and stroke research. Within 24 hours over 8,000 heart routes were shared, spreading our cause to over 97 million people.

With the world of work emerging from the global pandemic in a new, evolved state, businesses were in need of clarity around what ‘work’ looks like now, how to effectively adapt in a hybrid world and best practice advice on how to thrive in a post-Covid landscape. Add to this the sudden spike in recruitment and subsequent skills shortages being noted across Europe, and firms faced a tough challenge attracting, retaining and motivating top talent. Uncertainty was rife and as the Unispace teams increasingly faced conversations as to what ‘good’ looked like at work, we identified a need to provide tangible data and insights to support major employers shaping the future of work. Through conversations across our networks and our own desk research, we discovered that employers were crying out for information on: - How reluctant employees were to return to the workplace and how they could best be supported in returning (with a full demographic analysis) - What workplace set-up is preferred in a hybrid model - How mental health was being impacted working from home versus the office - What interested employees about the office (including location, set-up, amenities), and what the office was now missing - How nuanced return to work practices were across Europe With our clients already pinpointing struggles with encouraging colleagues back to the workplace, the concept of The Reluctant Returner research campaign was born well before news reports began to emerge of mandatory return to work calls across Europe.

This life saving media strategy tapped into the safe space of one of the UK’s most trusted parenting forums, Netmums, to find and engage parents of vulnerable children at risk of radicalisation at a time when the risk had never been higher. With just a £75K media budget, this campaign goes to show that smart planning guided by strong insight can truly save lives.

With the launch of its first fragrance, Fenty Eau De Parfum, Fenty Beauty wanted to shake up the industry and forge a direct relationship with its fans by launching direct-to-consumer. But launching exclusively online to an audience that had never smelled it posed a unique challenge. Inspired by "ghost kitchens" (delivery-only services that don't require physical addresses), we created 5 secret Fenty ghost stores: online-only e-commerce platforms hidden in locations central to the scent’s creation built on Google Maps’ API. Each store contained a chapter of the scent's creation along with a chance to purchase it in limited-edition packaging. Over 5 days, followers of Fenty Beauty’s social account went crazy hunting down the ghost stores, purchasing all stock within hours of discovery (without ever having smelled it) and countless signing up for future drops via email and SMS, forging direct relationships with its customers.

The Government estimates 10 million UK workers are missing out on earning potential because they don’t have the basic digital skills needed for today’s workplace. Google offers over one hundred free training courses to help people benefit from the opportunities of Britain’s changing economy. But audience focus groups showed that for both individuals and business owners, the no.1 reason for not learning new skills is the same – a lack of time. Redwood BBDO’s strategy was to remove the barriers that stop busy Brits learning by turning course content into the campaign itself, transforming adspace into mini training sessions, and pockets of downtime into moments to upskill. Ian Wright appeared alongside some of Britain’s brightest entrepreneurs in a fully integrated campaign where every asset delivered career or business skills taken from Google’s free training. The creative and media buy were aligned, with each ad targeted by location and time of day — career skills were delivered during typical commuting and lunch break hours, and business skills offered late at night to reach side-hustlers and busy entrepreneurs. Over 400 pieces of context-aware creative were produced, with the campaign running on VOD, DOOH, print, YouTube, Spotify and social. Dynamic DOOH at national railway stations used the network rail API to respond to live train times, and audio spots reacted dynamically depending on when they were streamed.

In 2020, women in the US earned 82 cents for every dollar a man earned across nearly all occupations. Indeed’s Pay Gap Social Experiment challenges the taboo of talking about salary and encourages people to share their earnings on Indeed’s Salary Tool. Our women-led creative team cast 64 real workers across industries and got them on a group Zoom call. Then, starting high and going lower, we asked participants to turn off their cameras when their salary range was called, ultimately revealing the lowest earners left on screen–who were almost entirely women and minorities. Then came our final ask: “Turn your camera on if you’d be willing to share your salary to help close the pay gap.” 96% of participants did. We premiered the hero video on Equal Pay Day with the hashtag #IndeedPayGapChat across social - where it jump started conversations about wages. In one day, this hashtag reached 1M users organically. Our PR team secured over 341.5M impressions. There was a 400% increase in equal pay-related conversation associated with Indeed that week. We saw strong viewer interaction, with CTR & VCR well above YouTube Masthead benchmarks - our click-through rate 9000% above our benchmark. On Equal Pay Day alone, nearly 7,000 people clicked to our site. Most importantly, we’ve seen pay-related conversations associated with Indeed still up 10% from the same period before this campaign. We’ve seen a great response to the Salary Calculator and know it’s providing women with the data they need to be paid fairly.

This paper demonstrates that through a clear comms strategy of focusing on planning to be noticed and not just drive reach, Craft and BrewDog were able to deliver a truly innovative content focused campaign, where the audience as much as the brand were the stars of the show. At the heart of our approach was to make the mythical Laout, a drink that is half lager, half stout a reality with Peter Crouch and his listeners. Across 12 episodes we focused on how we could engage audiences and have them be part of the product and creation journey with us. We considered the spaces and opportunities to continue to allow the content to grow beyond the pod, and ultimately bring crate loads of new drinkers into BrewDog. The results as you will see are testament to the focus and care taken to make and deliver a content campaign that placed fans front and centre, that leveraged the power of engaged talent and that allowed BrewDog to do what it does best, talk about and of course make beer. “Let's Get Laout”

In Sweden, drowning is the most common deadly accident for children 1-6 years. To reduce drownings, knowledge of CPR is crucial. But 6 out of 10 Swedish parents did not know how to do CPR on children. Having worked with water safety for over 65 years, insurance company Trygg-Hansa wanted to combat this problem, by educating the public about CPR. The solution was to invent a new medium to communicate the message. By creating tattoos for children that illustrates the critical steps of CPR, bodies of swimming children transformed into living instruction manuals for CPR. To overcome stress or language barriers, the tattoos use easily understandable symbol design to illustrate the key steps of CPR. QR codes on the packaging linked to a campaign site for in-depth information and booking forms to online CPR-courses. To maximize impact, tattoo boxes were placed at public beaches with the highest rate of drowning-accidents. Tattoos were also distributed by the Swedish Lifesaving Society to swimming schools across the nation and communicated in owned and earned media. After the campaign, a national survey showed an increase in public knowledge about CPR. The number of taken CPR-courses increased by 70%. Brand consideration among parents reached the highest numbers in Trygg-Hansa's history and most importantly: 33% fewer children drowned compared to the previous year.

“One’s lovin’ it” – Ready10’s creative response for McDonald’s sponsorship of the Queen’s Platinum Jubilee Pageant – was a multi-channel campaign that cut-through at one of the most cluttered PR times of the year. And it was that rarest of things: a PR idea that was picked up and pushed through-the-line across every channel from TV, to outdoor, to CRM, to social, and in-store.  Named as campaign of the week by trade publications in three separate continents, the output included a re-recording of the iconic five note jingle with the Royal Philharmonic Orchestra (AKA “ba da ba ba baaa”) which replaced the original on TV end frames for four days (including a hero spot during the BGT final), plus a nationwide out of home campaign, production of bone china packaging, app promotions, TikTok duets, in-store digital takeovers across the entire 1,400 restaurant estate and still quite a bit more besides. We watched as “one’s lovin’ it” built from a PR idea into a multi-channel behemoth with eight other agencies jumping on board to amplify it and push it through-the-line to make it one of the most impactful integrated marketing campaigns in the brand’s recent history.

Every winning sports team needs an army of supporters. That’s what the TAG Heuer Porsche Formula E Team got when it asked Twitch’s world-leading community of gamers and streamers to help them follow on from their hugely successful launch campaign in 2019. The new task was to ‘level up’ the Formula E Team’s performance, making them the most digitally engaged team in the sport. In a deeply immersive, interactive live-stream event, the Twitch community stepped up to help high-profile streamers and TAG Heuer Porsche Formula E Team drivers solve the disappearance of the team’s championship car and race against a mystery driver. Interactive polls, live chat and driving challenges engaged the audience, helping the campaign speed past the already-high benchmarks set by the 2019 launch campaign, confirming the brand as an authentic source of entertainment for its Driven Youth target audience.

Indeed exists to help people get jobs. And while we know talent is universal, opportunity, especially for people in the film industry—is not. Data shows that BIPOC directors remain critically underrepresented as directors. Rising Voices was born out of the question, what would happen if we took the production budget for a national TV spot and instead invested it in 10 BIPOC directors to create short films? To help get the program right, we partnered with Lena Waithe to structure and launch Rising Voices. Mentorship was core to the program to ensure we were creating sustainable pathways to a career, so we also brought on a number of top filmmakers as mentors. The directors each received a $10,000 script payment and $100,000 in funds to create their films. While they were hard at work shooting and editing, we turned our focus to the release strategy by launching a partnership with The Tribeca Festival to debut the entire Rising Voices slate of films. Following their Tribeca premieres, the mentors helped the directors network and make connections in the industry. Rising Voices was written up by more than 20 major entertainment and mainstream publications - with individual films and directors getting countless press hits as well. All this helped set the filmmakers up for long-term success with multiple filmmakers selling films, signing with agents, and getting hired to direct feature films. On top of that, their films created over 1,000 industry jobs–many also going to BIPOC.

What happens when you introduce the Home of the Roast to the UKs fastest growing social media platform? Views in the millions (all organic), more followers than any other restaurant brand in the UK AND, more importantly, an increase in footfall (CONFIDENTIAL). That’s all from spotting a strategic opportunity to meaningfully reach a key Toby audience to impact trading and build the brand medium term. This is how we drove that success through a data-led approach.

Teleperformance is the global leader in customer and citizen experience management The 2022 For Fun Festival was launched in the metaverse. It revealed the legendary Grammy award winner Norah Jones. The event was hosted exclusively on TikTok and in IG Reels. The annual talent competition is now completely digital.

To promote their new mascara, the Colossal Curl Bounce, Twitch presented Maybelline with a unique opportunity to not only engage popular streamer /Fasffy for a dedicated make-up stream, but also create an interactive community experience whereby viewers were able to choose every part of their look, from the colours to the style, using Twitch’s poll feature. Twitch also created a custom chatbot enabling viewers to click-through directly to purchase the Colossal Curl Bounce for themselves. Ultimately, this campaign saw great success, outperforming metrics by as high as 89%, and sent sales skyrocketing with +31% increase in Maybelline brand searches on Amazon and +15.6% increase in glance views. Suffice to say, the product ended up selling out on stream.

Logitech G challenged us to develop a TikTok activation for the Logitech G435 Alice headset. We devised a TikTok influencer campaign to raise brand awareness and promote the product’s benefits: exceptional technology at an accessible price. The primary objective was to raise awareness about the headset’s features and drive sales among Gen Z and young Millennial gamers in the North American market. The secondary objective was to build product affinity with the target audience and to sustain promotions periods. But the challenge was how to connect with the target audience, who have budget limitations, and prioritise brands that align with their values. Our strategy was to raise awareness of the headset’s benefits through influencer partnerships, we wanted to shift the product narrative from a gaming headset to one that Gen Z and young Millennials want to game with. This led us to our campaign message: Designed for life, Built for play, Play Never Ends. The creative answer to the brief was a TikTok Duet campaign spearheaded by diverse mid-tier influencers who demonstrated how the headset enhances everyday life, and passed off the headset to an army of nano influencers showing a ‘typical day in their life’ through jump cut scenes. The TikTok Duets successfully amplified the campaign message that the G435 headset’s versatility means anything is possible. Leveraging both nano and paid influencers, we managed the production and delivery of over 150 videos on TikTok. Ultimately, we succeeded in raising brand awareness and building brand allegiance, among the target audience.

Reality shows are the most-watched UK programming. But, year after year, the casts look pretty similar. For the launch of Pixel 6, a phone that accurately photographs the beauty of all skin tones with Real Tone, we saw a chance to change that and drive consideration while demonstrating the brand’s values of progress. Partnering with Channel 4, we co-created “Highlife,” the first-ever Black British Reality TV show. A program that didn’t just buck the trend of who it represented, but how, by changing the narrative of Black Britain by making sure Black British voices were at the centre of culture like never before. We fused Pixel 6 into a fully integrated campaign around “Highlife,” product placing the phone in the show and creating idents and contextual ads that aired in ad break. The idents asked Black British comedy talent questions about their lives and culture aligning with Pixel 6’s progressive nature and championing the need for a show like Highlife. In contextual ads we featured key talent from the show as they used the Pixel 6 and discussed their identities and worldviews to further promote positive representation. “Highlife” resonated with a massive audience, becoming the No. 1 trending topic on Twitter, and driving 6.1k social media mentions and more than 47 million impressions globally and cementing Pixel as a product that really embodies our values and proves that media partnerships don’t have to fit within the limits that exist but can ask for more and change the landscape forever.

Singapore’s battered tourism economy needed a local boost with the country’s borders still closed a year into the pandemic. Unlike other countries, Singapore is a tiny nation with only 3.5 million citizens, and is seven times smaller than Shanghai. To incentivise Singaporeans to be tourists in their own country, the Singapore Tourism Board (STB) issued its citizens S$100 tourism dollars to those aged 18 and above, that can be used at various attractions. But redemptions remained low months after the launch. Singaporeans were simply not buying it. Our challenge: How do you talk to an audience who believe they know all about Singapore, and encourage them to use their SingapoRediscovers Voucher to explore their own backyards? We needed to be real and focus on what truly matters to Singaporeans. So, we spoke directly to our vacation-deprived fellow Singaporeans by answering the top question on their minds after spending months in the pandemic-induced lockdown: “How To Not Waste Your Annual Leave?” The massive content campaign was launched in our four official languages to reach our wide-ranging audience. It was also adapted to multi-formats and distributed across various news titles and lifestyle media. Our strategy paid off, achieving over 157% of our campaign KPIs – and that’s without the engagement on our radio platforms. Time spent on our articles more than doubled that of editorial stories too. The campaign is a bona fide success, eventually contributing to around 1.9 million Singaporeans using their vouchers and close to $300 million in transactions recorded.

This paper demonstrates that through a clear comms strategy of focusing on planning to be noticed and not just drive reach, Craft and BrewDog were able to deliver a truly innovative content focused campaign, where the audience as much as the brand were the stars of the show. At the heart of our approach was a focus on making the mythical Laout, a drink that is half lager, half stout a reality with Peter Crouch and his listeners. Across 12 episodes we focused on how we could engage audiences and have them be part of the product and creation journey with us. We considered the spaces and opportunities to continue to allow the content to grow beyond the pod, and ultimately bring crate loads of new drinkers into BrewDog. The results as you will see are testament to the focus and care taken to make and deliver a content campaign that placed fans front and centre, that leveraged the power of engaged talent and that allowed BrewDog to do what it does best, talk about and of course make beer. “Let's Get Laout”

In 2020, Microsoft Azure set out to quantify the game beyond the traditional metrics that fans are used to seeing by launching a new suite of metrics. Powered by Microsoft Azure, the metrics combines advanced player tracking data and game highlights to deliver basketball fans next generation insights. Heading into the ’21-’22 season, it was critical to continue creating connections and exposure with fans to further drive awareness. With three longform hero pieces, Microsoft leveraged the most up-to-date metrics prior to each shoot and spaced each launch specifically to maximize alignments with key in-season moments, ensuring relevance at the time of each release. Each launch was supported with additional high-impact moments and takeovers within Bleacher Report’s site/app and through linear integrations. The robust integration of metrics overlaid with authentic talent insight resulted in a depth of storytelling and distilled complex in-game events into clear takeaways for viewers.  The partnership with Bleacher Report was successful in driving lifts against the campaign’s primary objectives.

​​Have you ever seen a reality TV show made for YouTube? Probably not. Well... we made one for our client Footasylum. Taking inspiration from Big Brother and Love Island, while also incorporating our favourite elements of branded content, we brought a full fledged reality TV show to Footasylum's YouTube channel for 2 seasons (and a 3rd coming soon!). Say hello to Locked In. The name speaks for itself... we quite literally locked 10 YouTube creators into a house for 2 weeks with zero access to the internet or social media. Chaotic, we know. But there was a lot of thought that went into this show. We hand selected creators who we knew would embody the Footasylum brand and their Gen Z audience. We built and curated an interview storeroom that incorporated Footasylum elements and products. We even released daily episodes just like any continuous reality TV show! Yes… our editors are amazing. But the results speak for themselves. Locked In season 2 had over 12 million views and 4 million hours watched! Who says you can't turn branded content into pure unfiltered entertainment?

Seven seconds. That’s the average amount of time recruitment managers give a resume before moving on. Sobering. Indeed was looking for a way to increase brand consideration amongst Gen Y and Z’s. They knew that their comprehensive tools and resources were of value in the Great Resignation. The problem - you can tell people tools exist that give them an advantage, but it’s hard for them to see exactly why they’ll help. In an ultra competitive recruitment market, we knew people would be shocked into action if they knew the truth and harsh reality their resume faced; seven seconds. The seven second resume content series brought this to life for four Australians in a raw and emotional way, provoking thousands of Australians into talking about what their seven seconds could look like. This is a story of how we created a slightly strange content experiment to help Australia prepare for the realities of the seven second resume with Indeed, increasing brand awareness 13% and traffic 118%.

Having transformed many lives through his own glandular supplements brand, Liver King approached 1DS with a desire to take his message and mission to the world. We would launch Liver King as a personal brand across key social media channels: Instagram, TikTok, Facebook, YouTube and Snapchat. To cut through the noise, compelling and highly motivational content was central to his launch strategy - as was tactfully aligning Liver King with the right external channels for elevated promotion. Liver King needed to be everywhere, in order to become a staple of users' media consumption; in order to create mega fans who would adopt and propel the message alongside him. 1DS created a bespoke brand guide for Liver King; amassed intense anticipation with an emotional-driven "Why" video, which was soon followed by creative tenet-driven content, as well as community-building challenges/trends. We guided Liver King through the artful balance of gaining early (and immense) virality and exposure, whilst honoring the importance of brand building, and always circling back to the key message. After a matter of weeks, Liver King had become the most talked-about, completely unanticipated online personality to make their mark on the 2021 social media landscape.

​​Have you ever seen a reality TV show made for YouTube? Probably not. Well... we made one for our client Footasylum. Taking inspiration from Big Brother and Love Island, while also incorporating our favourite elements of branded content, we brought a full fledged reality TV show to Footasylum's YouTube channel for 2 seasons (and a 3rd coming soon!). Say hello to Locked In. The name speaks for itself... we quite literally locked 10 YouTube creators into a house for 2 weeks with zero access to the internet or social media. Chaotic, we know. But there was a lot of thought that went into this show. We hand selected creators who we knew would embody the Footasylum brand and their Gen Z audience. We built and curated an interview storeroom that incorporated Footasylum elements and products. We even released daily episodes just like any continuous reality TV show! Yes… our editors are amazing. But the results speak for themselves. Locked In season 2 had over 12 million views and 4 million hours watched! Who says you can't turn branded content into pure unfiltered entertainment?

We've been giving people taste they can depend on since 1975. So, we thought, what if we applied that authenticity to the often inauthentic world of social media? We knocked down a social POV, threw some buzzwords on the bonfire and made a Twitter strategy as simple and straightforward as the ingredients in our beer. By roasting the inauthentic and toasting to our fans, we helped Miller Lite stay relevant and part of the conversation.

DIRECTV was relaunching their brand along with a refreshed name and vibe for their new streaming product: DIRECTV STREAM. Goals: re-enter the cultural conversation, reach their target (younger) audience, and showcase the brand in a fresh and exciting way - making DIRECTV discoverable, relevant and improve their reputation with the next generation of entertainment consumers. The entertainers of today are creators. Yet, while creators of color are consistently responsible for inspiring and creating the internet’s most viral content, often their contributions don’t receive proper credit or equal compensation. DIRECTV wanted to change this inequity by highlighting the most exciting new talent and provide them with life-changing opportunities. Our idea was to change this story by establishing unique creator houses. @thecribaroundthecorner, the first Black creator house in LA, set the tone with an unfiltered and funny set of creators living and collaborating in a glamorous mansion set in the Hollywood hills. From comedy series to cross-channel sagas and house drama, they drove their own blistering output of content that fans couldn’t get enough of. @familiafuego was next up, breaking mass-media stereotypes with hilarious spoofs on retail workplace culture, live-streaming from sports events, movie premieres and A-list parties. They took the house on tour, picked up sizzling press and celebrity fans as a result. DIRECTV led by example, paid the creators equitably and helped them to pursue other partnerships and opportunities. Wherever they went, we were along for the ride. Whatever cultural moment they reacted to, we were part of the conversation.

Time-sensitive deals are common in the airline industry, but Swoop—Canada’s ultra-low-cost carrier—is anything but. To promote a limited-time sale with 60% off flights to Mexico, we enlisted Mother Nature’s help to create a countdown timer like never before. On one of the very beaches we were promoting, we made a giant coupon in the sand. As the tide came in, it slowly erased the offer. We streamed the event on Facebook, inviting people to take advantage of the deal before it washed away.

Beautiful content meets sales. The marketing holy grail? This data-led social campaign was audience, customer journey and content quality focused. And that got some pretty astounding results – including over 100 direct test drives - that is now the blueprint for Mazda’s digital campaigns moving forwards. As Eliott Farr, Mazda UK’s social media manager, said: “Bloody hell guys, the test drives are rolling in! Beautiful really is on the horizon.”

Genesis Motors is the luxury car division of South Korean car company Hyundai. In 2015, it began expansion outside of Korea with a global launch. Following the launch, the next step was to raise awareness of the brand. Focussing on its brand legacy, Genesis wanted to illustrate its Korean heritage and show audiences that it is unique in a competitive landscape. CNNIC delivered a multi-channel approach to bring Genesis to a global audience. Aligning the brand with editorial content as well as creating bespoke brand films and creating a truly integrated cross-platform partnership. The CNN Film School was presented in association with Genesis. To inspire the next generation of filmmakers across the globe, the fellowship program was part of the CNN Film School and provided a group of talented young filmmakers an opportunity to develop their own short documentaries under the professional mentorship and project oversight of the CNN Film School team. All three films capture these inspiring creatives and their work and integrated the use of a car into their journey. The branded content films were then made into 60 sec TVCs, as well as longer films for social, and versions for social posts via LaunchPad on Facebook and Youtube. This editorial sponsorship was complemented with three brand films from CNN International’s award-winning in-house studio, Create, which developed content that tied back to exploring Genesis’ Korean heritage and its own origin story. A key result for Genesis was global awareness and this campaign delivered in both reach and awareness.

Imagine what would happen if you gave Dennis the Menace his first mobile phone. What havoc would he wreak with the online world at his fingertips? His parents would be quaking in their boots. But online safety for kids with phones is an issue that lives beyond Beanotown. By age 11, 90% of children will have a mobile device, but their parents aren’t equipped to protect them, with over half admitting they wouldn’t survive the online world if they were a child today. That’s why EE decided to take action and help educate parents about the risks of the online world and how to keep their kids safe online - with a little help from master of mischief, Dennis the Menace. EE teamed up with Beano Studios to create a bespoke comic book of Dennis and his cousin Minnie Minx getting their first phones and everything that follows - the good, the bad and the ugly - as well as providing tips and advice for parents. The comic book was printed and brought to life as animated video content before being distributed to parents nationwide via a bespoke digital hub and integrated campaign over the 6-week summer holiday. The results? 433k parents learned the digital skills needed to keep their children safe online with 82% saying they better understood the issue and how to address it. This was achieved through 3.95m content views, 86 pieces of media coverage & 47.7 million total impressions for campaign content.

For 70 years Harris has been Britain’s leading manufacturer of decorators’ paintbrushes and rollers. Recently, however, a glut of cheap imports have significantly undercut Harris’ pricing in a highly rational, functional, product- and price-driven category. Our problem was that most people don’t want to buy a paintbrush - they want painted walls. If they can get that for less, they don’t see the point in paying more. Unusually for the category, we looked to emotion and behavioural science for the answer. Our research exposed the mismatch between people’s emotional investment in their home, and their ‘satisficing’ approach to decorating that favoured ‘good enough’ over perfect. So we highlighted that contradiction, reframing Harris brushes as products that will save you from the misery of inferior brushes, causing at least 14% of those who saw the work to purchase a Harris brush.

“One’s lovin’ it” – Ready10’s creative response for McDonald’s sponsorship of the Queen’s Platinum Jubilee Pageant – was a multi-channel campaign that cut-through at one of the most cluttered PR times of the year. And it was that rarest of things: a PR idea that was picked up and pushed through-the-line across every channel from TV, to outdoor, to CRM, to social, and in-store. Named as campaign of the week by trade publications in three separate continents, the output included a re-recording of the iconic five note jingle with the Royal Philharmonic Orchestra (AKA “ba da ba ba baaa”) which replaced the original on TV end frames for four days (including a hero spot during the BGT final), plus a nationwide out of home campaign, production of bone china packaging, app promotions, TikTok duets, in-store digital takeovers across the entire 1,400 restaurant estate and still quite a bit more besides. We watched as “one’s lovin’ it” built from a PR idea into a multi-channel behemoth with eight other agencies jumping on board to amplify it and push it through-the-line to make it one of the most impactful integrated marketing campaigns in the brand’s recent history.

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For the first time in its nearly 30-year history, the Professional Bullriders Association (PBR) decided to change up its format by launching the PBR Team Series. With Smart Media Technologies, we developed a collectible set of NFT Trading Cards, with a catch: you couldn't just buy these—you must win them by participating in a series of 8-second challenges, bringing to fans the intensity of bull riding.

A start-up called Neon had an online marketplace for digital art, but only 2% of Americans have purchased NFTs. The biggest hurdle? Most NFTs require crypto for purchase. Voila! Enabling NFT purchase via credit card through the world’s first “NFT ATM” was a "win-win" for a curious buying public and digital artists. Previously the concept of purchasing an NFT in the physical world was inconceivable, but launching the NFT ATM made it real, creating a sea change nearly overnight while supporting artists’ income and democratizing collecting. Initially, Neon struggled to attract media coverage and foot traffic that converted to customers rather than fleeting curiosity. Neon hired Bospar to execute a multi-layered integrated PR and marketing campaign to engage NFT artists, journalists and the end consumers to create buzz and rise above the crowded space.

With the launch of its first fragrance, Fenty Eau De Parfum, Fenty Beauty wanted to shake up the industry and forge a direct relationship with its fans by launching direct-to-consumer. But launching exclusively online to an audience that had never smelled it posed a unique challenge. Inspired by "ghost kitchens" (delivery-only services that don't require physical addresses), we created 5 secret Fenty ghost stores: online-only e-commerce platforms hidden in locations central to the scent’s creation built on Google Maps’ API. Each store contained a chapter of the scent's creation along with a chance to purchase it in limited-edition packaging. Over 5 days, followers of Fenty Beauty’s social account went crazy hunting down the ghost stores, purchasing all stock within hours of discovery (without ever having smelled it) and countless signing up for future drops via email and SMS, forging direct relationships with its customers.

Tasked with launching a new youth brand hotel in Shanghai, we set out to achieve a world first, ”The Blank Canvas Hotel”. For the first time in history, China’s youth feel emboldened to shake off the shackles of social pressure to “settle”, which created the derisory notion that Chinese Gen-Z are the “Tang Pin” (Lying-flat) generation. With MOXY’s and its brand values, we wanted to tear down this notion, to show China and beyond, that Chinese Gen-Z are expressive, creative and shaping culture not just consuming it. We positioned MOXY as “the home for the brave”.  We found 9 aspiring creatives and sent them custom-made concrete “mystery boxes” with a brief and tools to inspire… enlisting them to produce unique art pieces as permanent fixtures for the hotel – sculptures, graffiti, DJ sets, installations and more.  We told their story through a series of 18 videos tailored for Douyin (Chinese TikTok), and ran a #challenge, inviting others to create M.O.X.Y. from everyday objects, creating #MakeMoxyYours.   The campaign culminated in a landmark launch party art exhibition, celebrating Chinese youth culture, attracting KOLs (Key Opinion Leaders) on popular social platforms, alongside Shanghai tastemakers, including skateboarders, singers, foodies, artists, actors, models, and media.  This generated mass awareness with over 500M video views, 7M Likes, 7K UGC videos, 443K homepage visits, 143k location tag views, 407 PR placements, and a 90% occupancy rate in the weeks following. Earned media coverage was valued at more than $5m USD, from a launch budget of $150k.

For the first time in its nearly 30-year history, the Professional Bullriders Association (PBR) decided to change up its format by launching the PBR Team Series. With Smart Media Technologies, we developed a collectible set of NFT Trading Cards, with a catch: you couldn't just buy these—you must win them by participating in a series of 8-second challenges, bringing to fans the intensity of bull riding.

For a leading luxury automotive manufacturer, we worked to improve the effectiveness of their content marketing strategy to engage with potential customers early in the buying cycle & also build relationship with them across customer lifecycle stages, through Marketo Engage. We performed lead management through lead scoring and lead nurturing communication programs to deliver better quality leads and strengthen sales pipeline. We delivered marketing campaigns at scale considering the large Indian target market. Our approach was to take the route of data driven marketing communication focused on sharp audience targeting and segmentation which enables relevant, contextual and personalized content experience for leads & customers. Varied functionalities of Marketo were leveraged - ‘Smartlist’ for segmentation, ‘Flow’ for defining the steps & controlling the auto-triggered operations, dynamic snippets for curating personalized content among others. Our efforts were also focused on testing to optimize for better outcomes. For lead lifecycle management, we designed a lead scoring model in Marketo that aided in lead segmentation. We set-up email automation for lead lifecycle communication basis the sales stage and lead score to deliver the right content to the right person at the right time. Our primary channel of communication was email, along with WhatsApp & SMS. With our segmented & personalized approach and well-crafted automated communication flows in Marketo, we delivered exceptional results catering pre & post-sales engagement thereby enhancing the customer lifecycle value. With emails, the average delivery rate was 97.2% with and open rate of 38.7% indicating effective communication at scale.

Every winning sports team needs an army of supporters. That’s what the TAG Heuer Porsche Formula E Team got when it asked Twitch’s world-leading community of gamers and streamers to help them follow on from their hugely successful launch campaign in 2019. The new task was to ‘level up’ the Formula E Team’s performance, making them the most digitally engaged team in the sport. In a deeply immersive, interactive live-stream event, the Twitch community stepped up to help high-profile streamers and TAG Heuer Porsche Formula E Team drivers solve the disappearance of the team’s championship car and race against a mystery driver. Interactive polls, live chat and driving challenges engaged the audience, helping the campaign speed past the already-high benchmarks set by the 2019 launch campaign, confirming the brand as an authentic source of entertainment for its Driven Youth target audience.

Gen-Z are faced with many unique challenges and influences. From TikTok trends to social media stars, their worlds are expanding exponentially and it’s making life’s big decisions even bigger. UCAS supports youth across the country and world in taking the next step in their education journey. They have a captive audience of 1 million annually who use their application and information services, mainly around January when the application deadline looms. We saw a gap in developing more meaningful engagement via content year-round. By connecting with young people year-round, we help them understand their options earlier, taking the pressure off at a pivotal moment in their lives. We partnered with Readmag as the selected Marketing Content Platform to deliver the best experience for students. The resulting site became “Ultimate Guides”, an interactive content platform which answers practical life questions while giving young people a better emotional understanding of their next steps. Fifteen relevant topics were launched with the platform and have seen unprecedented success, seeing 70K organic visitors in August, 22K signing up for more information and support from UCAS for non-degree education options. Each multimedia guide within Readymag expands on ‘what comes next’ and why there are more options than you’d think. Fresh takes on: ‘Should I go to uni?’ and ‘How to decide,’ put students and their needs first, removing any assumptions or should-dos. Bold, empathetic and genuinely useful, The Ultimate Guides are here to help youth make clearer decisions.

The pandemic has upended working patterns, forcing almost everyone to adopt a different approach to the workplace. At the same time, we have seen a period of unparalleled social protest and change around the world, from Black Lives Matter to Reclaim the Streets. As we all emerge on the other side of lockdown, there is an opportunity for firms and organisations to reflect on their workplace cultures and ensure everyone feels welcome, included, and represented. The Institute of Chartered Accountants in England and Wales (ICAEW) Welcome Inclusion campaign launched on 19th January 2022 – a content series exploring how every chartered accountant has a role to play in helping to encourage an inclusive profession. The series launched with a 9-minute film shot at an innovative interactive workshop attended by ICAEW members and students from across the UK. This created a safe space for people to share and discuss their different life experiences. Three further films were released over the course of the campaign which ran until the end of May, along with articles targeted by career stage, covering the themes of belonging, allyship and fairness. Paid social was activated from mid-February, extending the reach beyond the member base to a wider audience of finance and business professionals. The objectives of the campaign were to raise awareness of ICAEW’s commitment to D&I, building its reputation as a diverse and inclusive organisation, and to encourage sign ups to associated ICAEW topic-specific learning hubs.

When the Pepsi South Division marketing team was selected as the primary beverage sponsor of the Southwestern Athletic Conference (SWAC) — a collegiate athletic conference comprised of 12 HBCUs in the Southwestern part of the United States — PepsiCo leveraged the opportunity to make a spot that elevates and celebrates HBCU culture. With the goal of partnering with HBCU institutions and alumni, the brand set out to create a narrative that was embedded in culture, and compelling enough that the ad alone would garner coverage from prominent and relevant publications. The resulting 60-second spot, titled “The Halftime Game” brought the excitement of storied HBCU band culture during one of the biggest football games of the season: the much-anticipated Southwestern Athletic Conference Championship game.

The Micropedia is the first encyclopedia of microaggressions. This judgement-free tool provides easy-to-digest information so that people can unlearn their unconscious bias and make immediate changes in their daily interactions with others. User submitted entries span nine categories and break down the harmful impact of each microaggression. It includes real-world examples from news, media, and pop culture as well as tips and resources. By raising self-awareness of these everyday interactions, The Micropedia is helping to foster safer spaces and is creating lasting societal impact.

Featuring the most outspoken advocates of self-love, drag superstars Lawrence Chaney and Tia Kofi, we encouraged everyone to share a little love - with a campaign that became The Body Shop’s most successful YouTube content ever. The content spread like wildfire across social channels and everyday media titles, reaching the masses across the country. Most importantly, the creative inspired a raft of conversation online, reaching the real change makers of our generation – Gen Z – on TikTok and Instagram. Talk about a self-love uprising!

Results: 87.64 million impressions (across social media platforms) 15.49 million views (across social media platforms) 200,000 reshares Praises on the internet through comments and reshares The film was reshared by a lot of people and especially by the LGBTQIA+ community The video featured MOM and celebrities and influencers alike Offline appreciation from the fraternity and non-fraternity

When WestJet launched in 1996, it had one goal: to make air travel more affordable. Today, the cost of flying is once again skyrocketing, but this time to a new destination: Space. So, we announced WestJet-X: a space program that offered flights for half the cost. While our space program may have been fake, we reminded everyone that WestJet stays true to making travel more affordable—no matter the destination.

As an online-only grocery retailer with no bricks-and-mortar stores, Ocado has limited opportunity – outside of its delivery drivers – to physically interact with its customers. OcadoLife magazine, requested by customers at the online checkout, acts as a powerful value-add in their lives. The magazine must demonstrate increased sales and basket size, which Ocado measures against a control group of customers who do not receive the magazine. It needs to inspire customers and keep them connected post transaction, including targeted and achievable recipes, supplier exclusives, expert features and behind-the-scenes brand stories that highlight Ocado’s unrivalled sustainability and service. Finally, it must support promotional events and Ocado buyers’ marketing targets and offer suppliers a variety of selling opportunities.

Exec Summary (<250 words): The BMW and British Vogue Forces For Change partnership is a powerful example of a media partnership driving tangible change across society as well as business. We needed to find a way for BMW to appeal to an affluent female audience who had been overlooked by years of male-focused marketing from the luxury automotive sector. Through British Vogue’s Forces For Change movement, we were able to authentically engage with the issues these women cared about through a rich ecosystem of print, digital and social content, seamlessly woven into the title’s cultural context. We set out to fundamentally change the perception of BMW among an affluent female audience. By defining the right insight, selecting the right partner, and maintaining a consistent and powerful narrative throughout, we exceeded every target set. We delivered against all objectives with a 21% uplift in consideration for BMW amongst this audience.

Vodafone is in a period of transition. Once firmly planted in the telco space, Vodafone has now begun the exciting process of seeking its next big moment in techco. No other division has been more affected by this than Products & Services. The senior leadership team had a modern vision for their next step. But how could they bring employees on that journey? COVID acted as a constant backdrop to this transition. With virtual workspaces stepping up to meet the challenge, it wasn't long until 37% of regular virtual workers reported "Zoom fatigue". While community was more important than ever, appetite for ambling strategic townhalls and virtual meetings was dwindling. Vodafone needed a new way of communicating, with a new and energetic message that would inspire employees. AMP’D was born. An interactive, multimedia event designed to unpack the Vodafone Products & Services strategy while encouraging engagement and participation.

We collaborated with leading global consumer brand as their strategic partner to create an internal awareness-adoption campaign though a comprehensive content marketing campaign and Roadshows for their In-house digital product platform. Internal stakeholders in the company were unaware about the capability and were using external vendors for their digital needs hence client wanted to induce a shift in this existing pattern through a branding campaign to generate awareness by establishing an identity for the new digital product internally. We leveraged our internal communication propriety NEXT framework to provide a holistic solution focusing on the branding of the digital platform, Yammer platform and Roadshows. The Hero context for our communication strategy revolved around integration, synergy and omni-channel distribution of the content. We delivered over 10+ Yammer posts a month, along with conducting 8 Roadshows across three editions that saw over 1000 participants from 5 varied capabilities of the client company. We delivered 24+ emailers along with other creative digital assets, including flyers, creatives for roadshows, 100+ Yammer Creatives focused on Topical Content, Informative Content, Cross-Department promotion, and Team Achievements Posts. We were able to achieve over 300% organic growth in active membership along with active volunteer participation on the platform on a regular basis. The digital product lacked a platform for exposure and a brand image which our team of exceptionally focused specialists overcame by beginning from scratch and eventually delivering results beyond expectations with a holistic approach leading to fulfilling client requirements & goals.

National Grid’s vision is to be at the heart of a clean, fair and affordable energy future, delivering electricity and gas safely, reliably and efficiently to their customers and communities. As a Principal Partner of COP26 (the UN climate change conference), National Grid had a unique opportunity in 2021 to raise its profile externally as an industry thought leader and to help drive ambitious change towards a clean energy future. The partnership also presented a huge internal opportunity to engage National Grid colleagues around this prestigious summit. We could use this milestone moment to help colleagues understand the importance of their individual contributions in delivering on National Grid’s clean energy vision and make them feel proud and excited about what the company is doing to deliver it. COP26 took place in Glasgow in 2021, but only a handful of colleagues could attend. Our brief was to make COP26 an immersive and meaningful experience for global colleagues and use colleague voices to demonstrate the significant part every individual plays in delivering a clean, fair and affordable energy future. This was the first time that National Grid had delivered an integrated internal engagement campaign of this scale and importance, and with the added challenge of colleagues either home-working or in the field, they knew they needed to do things bigger and better than ever before.

For the first time in its nearly 30-year history, the Professional Bullriders Association (PBR) decided to change up its format by launching the PBR Team Series. With Smart Media Technologies, we developed a collectible set of NFT Trading Cards, with a catch: you couldn't just buy these—you must win them by participating in a series of 8-second challenges, bringing to fans the intensity of bull riding.

Manulife's Routes for Heart was a digital-first activation that encouraged participants to create heart-shaped routes on their fitness tracking apps and share it on their social feeds. For every heart-shaped route shared, we donated to heart and stroke research. Within 24 hours over 8,000 heart routes were shared, spreading our cause to over 97 million people.

Time-sensitive deals are common in the airline industry, but Swoop—Canada’s ultra-low-cost carrier—is anything but. To promote a limited-time sale with 60% off flights to Mexico, we enlisted Mother Nature’s help to create a countdown timer like never before. On one of the very beaches we were promoting, we made a giant coupon in the sand. As the tide came in, it slowly erased the offer. We streamed the event on Facebook, inviting people to take advantage of the deal before it washed away.

BACKGROUND Imagine having a cold sore on your lip. An ugly, painful blister, right where everyone can see it. Wondering if everyone thinks you have an STI. Feeling alienated and ashamed. So much stigma surrounded cold sores and many sufferers were in the dark. But Abreva had its own challenges. Cheaper, private label brands were flooding into the market, limiting the opportunity for growth. Something needed to change. Historically, brands in this space avoided showing cold sores, supporting the idea that they’re somehow shameful. So Abreva launched Be Kinder, showing real cold sores and real emotions - commanding attention, and laying the foundations of a platform to promote acceptance. In 2021 it was time to go further. To tackle the cold sore stigma head-on and educate our audience on how best to treat their cold sores, and quickly. EXECUTION Be Kinder 2.0 pushed Abreva into uncharted territory. A multi-channel campaign featured sufferers up close, cold sores on full view, addressing some of the most common cold sore mistruths: -“It’s not an STI”. -“It’s not unusual – over half of us carry the virus”. IMPACT Sufferers saw themselves and their emotions reflected back at them. Abreva is shifting from a seller of creams to a supporter of sufferers. And ironically, Abreva now sells more cream. Brand interest and purchase intent spiked by 25% among non-users, there was a 22% uplift in those who agreed Abreva increases their confidence with a cold sore and 85% reported worrying less about their appearance.

Covid-19 and cystic fibrosis. What could they possibly have in common? A lot in fact, and by revealing to the public that everyone had unknowingly walked a mile in the shoes of someone with cystic fibrosis during the pandemic, we raised vital awareness and understanding of this rare genetic disease and its impact on everyday life. This innovative and daring approach to health comms produced a first-of-its-kind public awareness campaign which exceeded all expectations. Not only did the campaign significantly outperform all Cystic Fibrosis Trust benchmarks, but a compelling personal story also captured widespread media attention (200+ articles from international, national and local sources), and the clever content cut through the cluttered health comms landscape. Its effectiveness was only heightened by timing the release of this risky content precisely 10 days after lockdown restrictions ended. We have made a difference; seeing a YOUGOV-measured increase in public understanding of cystic fibrosis (CF), a 43% increase in charitable donations to the Trust, 59% increase in newsletter sign-ups, a set of superior social and online metrics, as well as witnessing a huge buzz in the CF community either supporting the campaign or feeling like they too could share their own ‘CF Truths’ with the world.

This isn’t just a story about selling cleaning products, this is a story about helping people protect themselves and those they love. We helped Dettol, an icon in the times of Covid-19, to introduce their new disinfectant spray to people across the country and protect their market share at a time when it mattered the most. We guided them to harness the chaos of social by launching a full-funnel campaign based on insights from real people across the UK. Our representative, multi-platform campaign saw a 26% uplift in sales, with 1.7m people viewing the content through to completion and YouTube describing the creative as ‘Best in Class’. And not just that, we kept plenty of homes clean in the process too.

Canesten is on a mission to help young people with a vagina better understand their body and have greater confidence to look after their intimate health.    The UK is seen as a progressive nation for sexual health education, however only 6% of UK women (aged 16-25) learned about intimate health conditions through education. This is vastly inadequate and can lead to feelings of shame and distress.    To reduce embarrassment and stigma, we developed a revolutionary education-at-scale, digital first initiative; The Truth, Undressed.   The unique programme targets people with a vagina, aged 11-24. It’s designed to break down the misconceptions and taboos that surround vulval anatomy and vaginal health.    For the first time ever, young people have unprecedented access to images of real vulvas, accurate depictions of vaginal discharge and real pubic hair.    The Truth, Undressed Hub We created a microsite (truthundressed.co.uk) to provide an educational resource where young people can find images, information and expert advice designed to help them better understand their vaginas and overcome shame and embarrassment.  Early education To achieve long-term societal impact, we partnered with the PSHE Association - the national curriculum body for personal, social, health and economic education. We integrated The Truth, Undressed into the UK school syllabus by providing digital lesson plans for teachers covering Key Stages 3-5 (aged 11–18). Driving reach via social media A series of impactful educational films across TikTok and Instagram enabled us to directly reach our youth audience and direct them to the microsite.

With the launch of its first fragrance, Fenty Eau De Parfum, Fenty Beauty wanted to shake up the industry and forge a direct relationship with its fans by launching direct-to-consumer. But launching exclusively online to an audience that had never smelled it posed a unique challenge. Inspired by "ghost kitchens" (delivery-only services that don't require physical addresses), we created 5 secret Fenty ghost stores: online-only e-commerce platforms hidden in locations central to the scent’s creation built on Google Maps’ API. Each store contained a chapter of the scent's creation along with a chance to purchase it in limited-edition packaging. Over 5 days, followers of Fenty Beauty’s social account went crazy hunting down the ghost stores, purchasing all stock within hours of discovery (without ever having smelled it) and countless signing up for future drops via email and SMS, forging direct relationships with its customers.

As Canada’s leading luxury menswear retailer, Harry Rosen has traditionally been seen as a place to get well-tailored suits for the workplace. It needed to expand its audience to a new generation of men that doesn’t wear suits. To do so, Harry capitalized on resurgent interest in the most classic of games: golf. We hijacked golf’s premiere event, the Masters golf tournament, to prove that nobody knows golf style like Harry Rosen. In videos that were a pitch-perfect imitation of the Master’s broadcast, our commentators offered their opinions not on the game, but on the players’ outfits. Using the vernacular of the game, the videos were full of double entendres bridging the worlds of golf and fashion, delighting our target. Our communications dramatically exceeded category norms for recall and favourability. It drove unprecedented online traffic to HarryRosen.com. Pieces of golf apparel seen in the ads sold out. And Harry Rosen planted its flag as the undisputed experts in golf… style.

We used Porsche’s history as a brand driven by a dream - to make the perfect sports car - as our inspiration. What followed was a comprehensive digitally led mentorship program, The Art of Drive. In partnership with Condé Nast and bringing together, for the first time, Vogue and Wired, the program featured the brightest cultural luminaries to inspire our audiences creativity, and provide tangible insights and interactive content to ground that inspiration in crucial learnings for success.

Clé de Peau Beauté, a premium beauty brand, set out to expand our devout following and introduce our products to a new generation, meeting them where they go for beauty tips and inspiration: TikTok and Instagram. American icon and devoted fan, Martha Stewart, was the perfect partner for our TikTok debut. Her enduring appeal, better than anyone, captures the message that it's possible to achieve Generation Ageless. We needed to promote our prestige products, drive users to the site and make waves on social and beyond. The juxtaposition of a classic brand on a fun, young platform was ripe for humor. Having famous friends makes Martha a rare cultural tastemaker across generations especially since she was ready to lean into the ‘thirst-trap’ moniker from her infamous selfie. Our nuanced approach combined Martha’s universal appeal, trendy-but-effortlessly-cool TikTok poses, and cheeky humor. Idea: reveal the brand & products as Martha's secret to her 'thirst trap' selfie. We worked closely with Martha to create five videos all in the style and language of TikTok. Our first video wowed the world with Martha’s acknowledgement and ownership of the Thirst Trap title and explained how she achieved it with some help from Clé de Peau. The following four videos featured different products and played on Martha’s newfound status as a classy and desirable TikTok influencer, able to hold her own and outshine any other beauty tutorialist. The videos highlighted different products that complimented the social trend that Martha was poking fun at.

To promote their new mascara, the Colossal Curl Bounce, Twitch presented Maybelline with a unique opportunity to not only engage popular streamer /Fasffy for a dedicated make-up stream, but also create an interactive community experience whereby viewers were able to choose every part of their look, from the colours to the style, using Twitch’s poll feature. Twitch also created a custom chatbot enabling viewers to click-through directly to purchase the Colossal Curl Bounce for themselves. Ultimately, this campaign saw great success, outperforming metrics by as high as 89%, and sent sales skyrocketing with +31% increase in Maybelline brand searches on Amazon and +15.6% increase in glance views. Suffice to say, the product ended up selling out on stream.

To drive awareness and increase consideration of DoorDash’s wide range of on-demand delivery options beyond just a food delivery service, Twitch told the story of DoorDash from the perspective of “Player One”. By transforming both a Twitch Aussie Streamer (/PlayitShady) and a DoorDasher (‘Jake’) into a video game character, their journey with DoorDash will come to life in the form of two custom commercials that look and feel like an action arcade game. The custom commercials premiered on Twitch, alongside with a special food promotion for the Twitch community. Successfully bringing DoorDash’s brand values and identity to life, the campaign exceeded benchmark metrics by as high as +90%, and clocking over 2,000 live chat mentions of DoorDash on chat.

Every winning sports team needs an army of supporters. That’s what the TAG Heuer Porsche Formula E Team got when it asked Twitch’s world-leading community of gamers and streamers to help them follow on from their hugely successful launch campaign in 2019. The new task was to ‘level up’ the Formula E Team’s performance, making them the most digitally engaged team in the sport. In a deeply immersive, interactive live-stream event, the Twitch community stepped up to help high-profile streamers and TAG Heuer Porsche Formula E Team drivers solve the disappearance of the team’s championship car and race against a mystery driver. Interactive polls, live chat and driving challenges engaged the audience, helping the campaign speed past the already-high benchmarks set by the 2019 launch campaign, confirming the brand as an authentic source of entertainment for its Driven Youth target audience.

Time-sensitive deals are common in the airline industry, but Swoop—Canada’s ultra-low-cost carrier—is anything but. To promote a limited-time sale with 60% off flights to Mexico, we enlisted Mother Nature’s help to create a countdown timer like never before. On one of the very beaches we were promoting, we made a giant coupon in the sand. As the tide came in, it slowly erased the offer. We streamed the event on Facebook, inviting people to take advantage of the deal before it washed away.

Our ambition was to introduce Frida to a fairly niche audience, new and expectant mums, in a way that was authentic to the brand. Real Birth Announcements broke down taboos and encouraged honest conversations about the realities of child birth and post partum. Most importantly PR delivered not only a spike in brand awareness, but also significant commercial impact.

Manulife's Routes for Heart was a digital-first activation that encouraged participants to create heart-shaped routes on their fitness tracking apps and share it on their social feeds. For every heart-shaped route shared, we donated to heart and stroke research. Within 24 hours over 8,000 heart routes were shared, spreading our cause to over 97 million people.

Sarsabz Fertilizers continued their initiative of Salam Kissan, Sarsabz Pakistan for the third year to elevate the status of farmer’s in Pakistan & highlighting the unsung heroes – Kissan 18th DECEMBER – KISSAN Day (Farmer's Day) Farmer's play a major role in uplifting and contributing to the GDP of Pakistan, but they are unfortunately still the most unappreciated and heard part of the society. There was no Farmer's Day in Pakistan, ever but the brand initiated the campaign and set up the day 18th December as farmer's day in Pakistan. Ever since, it's recognized in Pakistan as "Salam Kissan, Sarsabz Pakistan". Where sarsabz is also the brand name that was initiated, meaning "green", or "Fertile". Last year in December, 2021, we executed the campaign on the new buzzing platform Snack Video in Pakistan. Asking people to use brand's song about farmer's that they also launched in the same dates and pay a tribute the unsung heroes of Pakistan, doing all the efforts tirelessly day and night to take care of the food security of Pakistan.

Reality shows are the most-watched UK programming. But, year after year, the casts look pretty similar. For the launch of Pixel 6, a phone that accurately photographs the beauty of all skin tones with Real Tone, we saw a chance to change that and drive consideration while demonstrating the brand’s values of progress. Partnering with Channel 4, we co-created “Highlife,” the first-ever Black British Reality TV show. A program that didn’t just buck the trend of who it represented, but how, by changing the narrative of Black Britain by making sure Black British voices were at the centre of culture like never before. We fused Pixel 6 into a fully integrated campaign around “Highlife,” product placing the phone in the show and creating idents and contextual ads that aired in ad break. The idents asked Black British comedy talent questions about their lives and culture aligning with Pixel 6’s progressive nature and championing the need for a show like Highlife. In contextual ads we featured key talent from the show as they used the Pixel 6 and discussed their identities and worldviews to further promote positive representation. “Highlife” resonated with a massive audience, becoming the No. 1 trending topic on Twitter, and driving 6.1k social media mentions and more than 47 million impressions globally and cementing Pixel as a product that really embodies our values and proves that media partnerships don’t have to fit within the limits that exist but can ask for more and change the landscape forever.

The Government estimates 10 million UK workers are missing out on earning potential because they don’t have the digital skills needed for today’s workplace. Google offers over one hundred free training courses to help people benefit from the opportunities of Britain’s changing economy. But audience focus groups showed that for both individuals and business owners, the no.1 reason for not learning new skills is the same – a lack of time. Inspired by this insight, Redwood BBDO’s strategy was to remove the barriers that stop busy Brits learning by turning course content into the campaign itself, transforming adspace into mini training sessions, and pockets of downtime into moments to upskill. Ian Wright appeared alongside some of Britain’s brightest entrepreneurs in a fully integrated campaign where every asset delivered career or business skills taken from Google’s free training. The creative and media buy were aligned, with each ad targeted by location and time — career skills were delivered during typical commuting and lunch break hours, and business skills offered late at night to reach busy entrepreneurs. Over 400 pieces of context-aware creative were produced, with the campaign running on VOD, DOOH, print, YouTube, Spotify and social. Dynamic DOOH at national railway stations used the network rail API to respond to live train times, and audio spots reacted dynamically depending on when they were streamed. And for those inspired to take their learning further, Redwood BBDO relaunched Google’s UK training website, reorganising its content by time to complete the experience.

Singapore’s battered tourism economy needed a local boost with the country’s borders still closed a year into the pandemic. Unlike other countries, Singapore is a tiny nation with only 3.5 million citizens, and is seven times smaller than Shanghai. To incentivise Singaporeans to be tourists in their own country, the Singapore Tourism Board (STB) issued its citizens S$100 tourism dollars to those aged 18 and above, that can be used at various attractions. But redemptions remained low months after the launch. Singaporeans were simply not buying it. Our challenge: How do you talk to an audience who believe they know all about Singapore, and encourage them to use their SingapoRediscovers Voucher to explore their own backyards? We needed to be real and focus on what truly matters to Singaporeans. So, we spoke directly to our vacation-deprived fellow Singaporeans by answering the top question on their minds after spending months in the pandemic-induced lockdown: “How To Not Waste Your Annual Leave?” The massive content campaign was launched in our four official languages to reach our wide-ranging audience. It was also adapted to multi-formats and distributed across various news titles and lifestyle media. Our strategy paid off, achieving over 157% of our campaign KPIs – and that’s without the engagement on our radio platforms. Time spent on our articles more than doubled that of editorial stories too. The campaign is a bona fide success, eventually contributing to around 1.9 million Singaporeans using their vouchers and close to $300 million in transactions recorded.

Having transformed many lives through his own glandular supplements brand, Liver King approached 1DS with a desire to take his message and mission to the world. We would launch Liver King as a personal brand across key social media channels: Instagram, TikTok, Facebook, YouTube and Snapchat. To cut through the noise, compelling and highly motivational content was central to his launch strategy - as was tactfully aligning Liver King with the right external channels for elevated promotion. Liver King needed to be everywhere, in order to become a staple of users' media consumption; in order to create mega fans who would adopt and propel the message alongside him. 1DS created a bespoke brand guide for Liver King; amassed intense anticipation with an emotional-driven "Why" video, which was soon followed by creative tenet-driven content, as well as community-building challenges/trends. We guided Liver King through the artful balance of gaining early (and immense) virality and exposure, whilst honoring the importance of brand building, and always circling back to the key message. After a matter of weeks, Liver King had become the most talked-about, completely unanticipated online personality to make their mark on the 2021 social media landscape.

“One’s lovin’ it” – Ready10’s creative response for McDonald’s sponsorship of the Queen’s Platinum Jubilee Pageant – was a multi-channel campaign that cut-through at one of the most cluttered PR times of the year. And it was that rarest of things: a PR idea that was picked up and pushed through-the-line across every channel from TV, to outdoor, to CRM, to social, and in-store. Named as campaign of the week by trade publications in three separate continents, the output included a re-recording of the iconic five note jingle with the Royal Philharmonic Orchestra (AKA “ba da ba ba baaa”) which replaced the original on TV end frames for four days (including a hero spot during the BGT final), plus a nationwide out of home campaign, production of bone china packaging, app promotions, TikTok duets, in-store digital takeovers across the entire 1,400 restaurant estate and still quite a bit more besides. We watched as “one’s lovin’ it” built from a PR idea into a multi-channel behemoth with eight other agencies jumping on board to amplify it and push it through-the-line to make it one of the most impactful integrated marketing campaigns in the brand’s recent history.

How on earth do you find the right ambassador to tackle the complex world of helping parents keep their kids safe online? That was the challenge we faced - finding an ambassador parents would trust and kids wouldn’t roll their eyes at. No real life celebrity could possibly do the job - YouTubers were too divisive, celebrities lacked credibility and parenting bloggers make everyone yawn. We needed someone far more exciting, someone who is loved by parents and kids alike. We needed Dennis the Menace - everyone’s favourite mischief maker and lovable scamp. He provided that cross-generational appeal our campaign needed - someone 91% of parents and 73% of children know and a staggering 78% of parents trust. EE teamed up with Beano Studios to create a bespoke comic book of Dennis and his cousin Minnie Minx getting their first phones and everything that follows - the good, the bad and the ugly and used his adventures to provide parents with tips for keeping their kids safe online. The comic book was printed and brought to life as animated video content before being distributed to parents nationwide via a bespoke digital hub (ee.co.uk/beano) and fully integrated campaign over the 6-week summer holiday. The results? 433,000 parents learned the digital skills needed to keep their children safe online with 82% saying they better understood the issue and how to address it. This was achieved through 3.9m content views, 86 pieces of media coverage & 47.3 million total impressions for campaign content.

To drive awareness and increase consideration of DoorDash’s wide range of on-demand delivery options beyond just a food delivery service, Twitch told the story of DoorDash from the perspective of “Player One”. By transforming both a Twitch Aussie Streamer (/PlayitShady) and a DoorDasher (‘Jake’) into a video game character, their journey with DoorDash will come to life in the form of two custom commercials that look and feel like an action arcade game. The custom commercials premiered on Twitch, alongside with a special food promotion for the Twitch community. Successfully bringing DoorDash’s brand values and identity to life, the campaign exceeded benchmark metrics by as high as +90%, and clocking over 2,000 live chat mentions of DoorDash on chat.

At the Grammys, every accessory is a statement. When JBL, the maker of speakers and headphones decided to make music sensation Doja Cat its new ambassador, it made a big statement and gave her near total control of the announcement across key social platforms — Entering her fan community authentically would be far more powerful than blasting a mainstream message. Doja Cat announced the partnership without uttering a word, letting a customized JBL Clip 4 speaker that matched her Versace red carpet look do all the talking - guaranteed to make a splash with reporters and fans. JBL capitalized on the moment by officially announcing the partnership and engaging with fan’s comments on its social channels immediately. After her red carpet sensation, Doja Cat went backstage to prepare for the big night. With full creative control, Doja Cat brought fans behind-the-scenes, sharing a TikTok clip featuring the speaker with no direction, revision or brand approvals. What she created was pure social media gold! She authentically delivered in a way only she could, creating a new brand meme - Jibble, jibble, jibble… Meanwhile, our social swat team was responding and amplifying Doja Cat’s original TikTok, creating a viral TikTok duet before the Grammys were over. Doja started the buzz, and we kept it going with zero paid dollars and real time community engagement that led to a 3,000% increase in traffic to JBL.com from TikTok. The partnership also generated the equivalent of $1.6M in ad value and 82M social impressions.

This is a paper about how Craft and BrewDog were able to leverage an existing groundswell of interest in a product with a small audience base, and turn it into something much bigger. We knew that for a while concocting ‘Laout’ (a drink of half lager and half stout) had been a topic of frequent discussion on That Peter Crouch Podcast (TPCP), so much so that Crouchy and his co-hosts would often react and share images online of their listeners attempts. One of BrewDog’s superpowers is to make new products a reality, and fast. It's something we have previous in from working with Ricky Gervais on Street Dog in 2020 to Jamie Lang to make a Candy Kittens beer in 2021-22. When we found out Crouchy was leaving the BBC to join Acast we saw this is our moment, to make Laout a reality with him at the centre. Over 4 months, we went on a journey of creation, leveraging the appeal of Crouchy and more importantly the engagement of his fanbase to co-create a beer, a marketing campaign, a can design and a number of jingles which best harnessed his energy and excitement within the campaign. As the results will show, the power of celebrity content isn't about badging, it's about strategically understanding the moments when a brand's abilities and the desires of a celebrity (and what their fan bases want) come together seamlessly and brew up something special together. ‘Lets get Laout’

DIRECTV was relaunching their brand along with a refreshed name and vibe for their new streaming product: DIRECTV STREAM. Goals: re-enter the cultural conversation, reach their target (younger) audience, and showcase the brand in a fresh and exciting way - making DIRECTV discoverable, relevant and improve their reputation with the next generation of entertainment consumers. The entertainers of today are creators. Yet, while creators of color are consistently responsible for inspiring and creating the internet’s most viral content, often their contributions don’t receive proper credit or equal compensation. DIRECTV wanted to change this inequity by highlighting the most exciting new talent and provide them with life-changing opportunities. Our idea was to change this story by establishing unique creator houses. @thecribaroundthecorner, the first Black creator house in LA, set the tone with an unfiltered and funny set of creators living and collaborating in a glamorous mansion set in the Hollywood hills. From comedy series to cross-channel sagas and house drama, they drove their own blistering output of content that fans couldn’t get enough of. @familiafuego was next up, breaking mass-media stereotypes with hilarious spoofs on retail workplace culture, live-streaming from sports events, movie premieres and A-list parties. They took the house on tour, picked up sizzling press and celebrity fans as a result. DIRECTV led by example, paid the creators equitably and helped them to pursue other partnerships and opportunities. Wherever they went, we were along for the ride. Whatever cultural moment they reacted to, we were part of the conversation.

Clé de Peau Beauté, a premium beauty brand, set out to expand our devout following and introduce our products to a new generation, meeting them where they go for beauty tips and inspiration: TikTok and Instagram. American icon and devoted fan, Martha Stewart, was the perfect partner for our TikTok debut. Her enduring appeal, better than anyone, captures the message that it's possible to achieve Generation Ageless. We needed to promote our prestige products, drive users to the site and make waves on social and beyond. The juxtaposition of a classic brand on a fun, young platform was ripe for humor. Having famous friends makes Martha a rare cultural tastemaker across generations especially since she was ready to lean into the ‘thirst-trap’ moniker from her infamous selfie. Our nuanced approach combined Martha’s universal appeal, trendy-but-effortlessly-cool TikTok poses, and cheeky humor. Idea: reveal the brand & products as Martha's secret to her 'thirst trap' selfie. We worked closely with Martha to create five videos all in the style and language of TikTok. Our first video wowed the world with Martha’s acknowledgement and ownership of the Thirst Trap title and explained how she achieved it with some help from Clé de Peau. The following four videos featured different products and played on Martha’s newfound status as a classy and desirable TikTok influencer, able to hold her own and outshine any other beauty tutorialist. The videos highlighted different products that complimented the social trend that Martha was poking fun at.

BACKGROUND Imagine having a cold sore on your lip. An ugly, painful blister, right where everyone can see it. Wondering if everyone thinks you have an STI. Feeling alienated and ashamed. So much stigma surrounded cold sores and many sufferers were in the dark. But Abreva had its own challenges. Cheaper, private label brands were flooding into the market, limiting the opportunity for growth. Something needed to change. Historically, brands in this space avoided showing cold sores, supporting the idea that they’re somehow shameful. So Abreva launched Be Kinder, showing real cold sores and real emotions - commanding attention, and laying the foundations of a platform to promote acceptance. In 2021 it was time to go further. To tackle the cold sore stigma head-on and educate our audience on how best to treat their cold sores, and quickly. EXECUTION Be Kinder 2.0 pushed Abreva into uncharted territory. A multi-channel campaign featured sufferers up close, cold sores on full view, addressing some of the most common cold sore mistruths: -“It’s not an STI”. -“It’s not unusual – over half of us carry the virus”. IMPACT Sufferers saw themselves and their emotions reflected back at them. Abreva is shifting from a seller of creams to a supporter of sufferers. And ironically, Abreva now sells more cream. Brand interest and purchase intent spiked by 25% among non-users, there was a 22% uplift in those who agreed Abreva increases their confidence with a cold sore and 85% reported worrying less about their appearance.

In 2020, women in the US earned 82 cents for every dollar a man earned across nearly all occupations. Indeed’s Pay Gap Social Experiment challenges the taboo of talking about salary and encourages people to share their earnings on Indeed’s Salary Tool. Our women-led creative team cast 64 real workers across industries and got them on a group Zoom call. Then, starting high and going lower, we asked participants to turn off their cameras when their salary range was called, ultimately revealing the lowest earners left on screen–who were almost entirely women and minorities. Then came our final ask: “Turn your camera on if you’d be willing to share your salary to help close the pay gap.” 96% of participants did. We premiered the hero video on Equal Pay Day with the hashtag #IndeedPayGapChat across social - where it jump started conversations about wages. In one day, this hashtag reached 1M users organically. Our PR team secured over 341.5M impressions. There was a 400% increase in equal pay-related conversation associated with Indeed that week. We saw strong viewer interaction, with CTR & VCR well above YouTube Masthead benchmarks - our click-through rate 9000% above our benchmark. On Equal Pay Day alone, nearly 7,000 people clicked to our site. Most importantly, we’ve seen pay-related conversations associated with Indeed still up 10% from the same period before this campaign. We’ve seen a great response to the Salary Calculator and know it’s providing women with the data they need to be paid fairly.

Manulife's Routes for Heart was a digital-first activation that encouraged participants to create heart-shaped routes on their fitness tracking apps and share it on their social feeds. For every heart-shaped route shared, we donated to heart and stroke research. Within 24 hours over 8,000 heart routes were shared, spreading our cause to over 97 million people.

To educate Queenslanders on road safety and encourage the community to separate drinking from driving, Twitch challenged rising streamer /TJBirrd to prove that it's never 'all good' when it comes to drinking and driving. In a unique game of Minecraft where gradually, throughout the course of a two-hour sponsored stream, the gameplay was increasingly impacted by long lags to depict the—sometimes fatal—consequences of impaired reflexes. As the first Australian government who had ever sponsored an influencer broadcast, the Queensland Government was able to deliver a serious message in a fun and engaging manner. Successfully exceeding benchmark metrics, the stream drove epic audience participation through chat, with the Twitch community sharing experiences with their mates drink driving, while smashing channel viewership and engagement expectations. In addition to the sponsored stream, Twitch attributed +330% increase in traffic to the StreetSmarts website from Twitch ads alone.