Making UGG relevant again.
CHALLENGE
With an 84% awareness rate, it was fair to say that most people knew about UGG. But with a disappointing 21% for consideration, it was clear that fame wasn’t translating into desire for the product. The goal? To shift brand perception and make UGG desirable to a new generation of consumers.
INSIGHT
The die-hard UGG fans of the noughties had gone, and left behind an unfortunate stigma of ‘basic’. However, we had the opportunity to talk to a new, younger audience – socially fierce females. This audience didn’t desire brands because their products were high-quality or perfectly-crafted, they desired brands that purveyed an attitude that they could align to. This group desired validation around the UGG brand – they needed proof that UGG fit with their lifestyle and was worn by people like them.
SOLUTION
A content strategy and visual style that resonated with socially fierce females. Through collaborations, influencer partnerships and an ongoing, fashion-focused content strategy, we transformed the perception of the UGG brand online. From the events that our audience flocked to, to the people that they followed, we focussed on putting UGG at the centre of the right moments and on the feet of the right people.
Photography
Maximilian Hetherington / Andrew Woofinden
Influencers
@sophia_geiss @uzypaws @prettysickly @wantgetrepeat @felicityhayward,
CHALLENGE
Beefeater were launching a brand new product in an already crowded market.
INSIGHT
The gin category was full of craft styling and elegant garnishes. But did our audience care about how things tasted any more, or were they more obsessed about how it would look on their feed?
SOLUTION
An entire new brand world to launch ‘the world’s most instagrammable gin’. We went big, bold and visual – injecting youthful fun and energy back into gin.
We created an entire brand world for Beefeater Pink, with everything from playful on-trade assets, to a bold OOH campaign. This was supported by highly-stylised, energetic social assets and a drinks strategy with cocktails so visual, you could drink them with your eyes.
RESULTS
3 million bottles sold in the first 6 months
A global campaign launched in over 30 markets
One of the most successful new product launches in Pernod Ricard’s history.
Photography – Paul Lewis / Rob Lawson
Drink Styling – Tara Garnell
Concept + Creative development
CHALLENGE
The daiquiri revival was set to be one of the most popular cocktail trends of the year and Havana Club wanted to be the centre of it. After a recent rebrand, Havana Club’s new alignment with street culture meant they needed a new, edgy way of thinking about how people wanted to consume rum cocktails.
INSIGHT
We were no longer talking to hipster Milennials drinking out of coupés in speakeasy bars. We were talking to the next generation of rum drinkers: the urban street culture tribe. So we moved the spirits brand away from a perfectly stylised drinks strategy to a more visual and occasion-based drinking strategy around Summer in The City.
SOLUTION
We wanted to bring the fun back into drinking. So we made our serve fast, frozen and a little bit trashy. We rolled it out with a global-ready OOH poster campaign, an experiential drinks truck serving daiquiris in our eye-catching paper cones. We accompanied this with a host of on-trade accessories including slushie machines, stickers, deckchairs, flip flops and swimsuits.
Drink Styling – Tara Garnell
SPAM® has a cult following in the foodie community. Those that get it, get it.
CHALLENGE
Go Ape were well known as an outdoor adventure course, unfortunately consumers assumed that it was just for kids. A new creative campaign was needed to specifically target an older demographic to try their outdoor experiences.
INSIGHT
Go Ape was not the most extreme thrill-seeking activity, especially compared to competitors in its category. However consumer feedback showed instead that Go Ape customers reported a high sense of reward and achievement after doing the course.
SOLUTION
We didn’t need to dare customers into trying our experience, we just needed to physically show them what being 50 Ft Tall felt like. The ‘Feel 50 ft Tall’ campaign was launched using OOH and video assets across the UK.
Creative strategy + Art Direction
CHALLENGE
Beefeater Gin were launching their second fruit-flavoured Gin, however the market had seen a shift since the launch of the first gin in their series. There was now a much bigger demand for healthier beverages, low-ABV drinks and generally lighter serves. We needed a strategy and style that could embody our playful brand whilst appealing to this new consumer need.
SOLUTION
We developed a drinks strategy that focussed on fresh, light flavours and used crisp, bright styling to bring the drinks to life. To create a unified look and feel for all of our assets we developed a miniature brand-world including key textures, colours, materials and glassware. Our final assets were used across a range of platforms including social, digital, e-commerce and OOH.
Photography – Rob Lawson
Drink Styling – Tara Garnell
CHALLENGE
Chivas Regal was launching its new partnership with the NBA in China – one of their largest markets. They wanted to create a series of engaging videos that could be used across a range of platforms as well as being used during the games themselves.
CONCEPT
The concept needed to visually marry the thrills of the NBA with Chivas’ new serves and products. We chose to focus on the moments of the game that were steeped in high drama and celebration to create an exciting crescendo.
RESULT
A series of CGI films that were completely adaptable for individual games. These short videos played alongside the NBA Championships in China on TV, online and during stadium games.
CHALLENGE
The red milk chocolate box was a national favourite, but Lindor had a lot more flavours to offer. To promote their diverse range, as well as to grow their following online, Lindor wanted to up their content game.
SOLUTION
A suite of super-stylised product posts that matched each product to a specific ‘moment of bliss’.
Every image was curated around a special moment in our target consumer’s life. We then asked viewers asked to tag the friend that would like the moment most, in order to win boxes of each individual flavour.
RESULTS
Lindor’s Instagram following increased by 15% over the 6-week campaign period.
Creative + Art Direction
CHALLENGE
Barclays wanted to promote their range of specialised accessible services but their regular stock image libraries were not offering a diverse range of options.
INSIGHT
Representation of accessible services in the financial industry was often tackled in a metaphorical or stereotypical way. We found that there was a huge range of reasons why a customer may require special services and one stock image was not going to speak to them all.
SOLUTION
We developed a suite of images using real Barclays’ customers using real Barclays’ services to create much more authentic images. We wanted to put Barclays’ wide range of accessible service at the heart of every day scenarios.
CHALLENGE
Chivas Regal had decided to ban the use of straws due to their harmful environmental impact and needed help launching this campaign to their consumers.
SOLUTION
A suite of content focussing on simple, bold messaging which also helped to launch a celebratory ‘no straws’ cocktail.
CHALLENGE
MoneySuperMarket’s new app enabled consumers to save money by switching financial services. Financial comparison sites were not a new thing, but not many competitors could offer the convenience of an app at your finger tips.
INSIGHT
When consumers saved money by using the app, they didn’t feel like they’ve saved money, they feel like they’ve earned it! It was like suddenly finding new money in your back pocket, money they could now spend on fun treats instead of boring chores.
SOLUTION
We invited consumers to ’Zap Your Bills into Thrills!’ A simple and memorable message that was brought to life in series of super short, playful animations which were featured on Youtube, Facebook and Instagram.
Animation – Andres Clerc