Levi’s /
Craftwork
The Levi’s ‘Craftwork’ campaign was inspired by the resurgence of ‘craft’ and its physical roots in the brands history – the physical quality and craftsmanship that is fundamental to the Levi’s ethos.
To bring this idea to life, we recruited 18 craftworkers from across London as the ‘faces’ of the Levi’s campaign. Their crafts were wide ranging and included singers, songwriters, fashion designers, illustrators, photographers and artists, each with their own unique story to tell.
The campaign was timed to launch the re-crafted flagship store on Regent Street and was supported by national print ads and outdoor ads across London. Consumers were also able to follow the craftworkers via the campaign website www.leviscraftwork.com
Dr. Martens /
50th Anniversary
April 1st, 2010 marked Dr. Martens’ 50th Anniversary. Known for their classic 8-eye boot, they are a brand that defines individuality and non-conformism. They’ve been adopted by various subcultures throughout their history and continue to be a brand synonymous with rebellion.
In order to reinforce their position in the market, herald their connection with music & youth culture, we created a campaign that was rooted in music in order to reinvigorate wearers of old, challenge current perceptions about the brand & their product as well as introduce new consumers to Dr. Martens.
To leverage their heritage in music, we commissioned 10 contemporary musicians from various genres of music around the world to reinterpret cult classic tracks from the brand’s history. Video directors were then curated to transform the tracks into music videos. The result was a body of work that illustrated the link to youth culture while celebrating their heritage as well as showcased a range of new product that is currently redefining Dr. Martens.
The tracks & music videos were complimented with an intimate documentary on the artists during the recording process. As a digital based execution the hub of the campaign resides on drmartens.com, where all videos can be viewed as well as free track downloads are available.
Claire’s /
becomes Alice’s®
The challenge was to create a campaign that generates hype and drives credible brand fame as well as engaging with Claire’s ‘Young’ consumer, aged 13-18. This was achieved by aligning with zeitgeist moment in film and culture with Disney’s biggest movie release in 2010, Alice in Wonderland.
The idea that Alice would be an alter ego of Claire’s was the central point of the campaign. Claire is fun, fashionable, a follower of style, influenced by peers, magazines, music etc, where by Alice would be a girl who lets her imagination run wild, who loves dressing up, who’s not scared of accessorising, confident in her look, a bit kooky with her style, mysterious and a daydreamer.
With this in mind, an integrated campaign was launched including 2 European retail promotions across 10 countries / 955 stores, an Alice’s microsite and a pop up wonderland located in central London.
The pop up shop space was created as an environment that would transport you into the mind of Alice, a place that felt very magical, and encouraged customers to explore, discover and engage.
Acting as a retail environment, ‘Alice’s’ stocked and sold the Claire’s Alice in Fashionland collection with product merchandised throughout.
Mattel /
Hot Wheels
Exposure has created its latest in a long line of global style guides for Hot Wheels licensed products involving all the muscle cars, flaming tyres, and carpet defying stunts that are so synonymous with the brand.
At 42 years old, this iconic toy brand continues to make in-roads into the apparel, back to school and sporting goods markets with exposure supplying the artwork for everything from t-shirts to skateboards.
The brief was a great one – how do you capture a 4-8 year old boys imaginations by bringing them the speed and power of Hot Wheels toy cars and putting them firmly in the drivers seat?
How do we take Hot Wheels from being a toy brand to a boy brand?
Exposure embarked on extensive research into boys street wear to try and find a consistent visual language that not only captured the essence of Hot Wheels but had enough elasticity to create items that would appeal to pre-school boys while not alienating eight year olds and most crucially, their Mums.
Once the groundwork was complete all we needed were fevered bouts of sketching, revving sounds and some good old late nights searching out every AC/DC track we could find on the studio stereo.
Tiger /
Chinese New Year
Our integrated campaign for Tiger Beer is now live! Chinese New Year in February ushers in the Year of the Tiger in the Chinese calendar. The campaign uses this as a hook and challenges consumers to ‘discover the secrets of the Year of the Tiger’.
We’ve employed strategies targeting Tiger’s core audience of men aged between 18 and 34 as well as the Asian restaurant and wholesale sector, including above-the-line advertising, experiential, digital and promotional activity. The campaign is both national and regional with a programme of events taking place in Chinatowns across the UK.
In partnership with Dazed and Confused magazine, we’ve created a Tiger Beer guide to Chinese New Year showcasing the best of the UK’s Chinatowns. The guide will be published as a supplement in the magazine (out 21st Janurary) and hosted in an extended format online, with the campaign microsite – www.tigerbeer.co.uk/yearofthetiger which launched on Friday. There’s also an iPhone app available for download from the App Store that features a game based on Chinese New Year and a bar locator which uses augmented reality to guide consumers to the nearest and best Tiger Beer outlets.
Jason Wills, senior brand manager, Tiger Beer, says: “Exposure has created a campaign that embraces the Chinese Year of the Tiger and provides a platform to talk to consumers about Tiger’s heritage and authenticity. It’s a great way of getting them involved in the burgeoning contemporary Chinese cultural scene in the UK.”
Check out the new campaign and all the events on offer during the Chinese New Year period at www.tigerbeer.co.uk/yearofthetiger
Symantec /
InfoSecurity Europe 2010
Intelligent thinking, creative excellence…
The exhibition environment is a hostile one. Brands compete ruthlessly for the attention of the attendees and to showcase their new products. To cut through the brand noise is the holy grail for every brand; led walls get brighter, structures get bigger, materials more premium and carrier bags sprout wheels – all to attract more attention.
Against this backdrop exposure won a competitive pitch to create an exhibition programme for Symantec, ones of the world’s largest software companies. Rather than create the biggest or the most expensive exhibition stand we sought other ways to allow Symantec to dominate the show. We sought a more intelligent use of the clients money driven by our understanding of the exhibition environment and it visitors and learning from other consumer campaign.
Our solution was not the create the biggest or most expensive stand. We designed a simple stand, focusing on creative excellence, quality of materials and to create confident premium environment reflective of Symantec’s position in the market and then focused our attention on dominating the show by other means and driving people to visit the stand.
Our solution was to create content that we knew would interest the visitors and allow visitors to experience and explore this content via a series of content levels. Working with the exhibition organizers we created a branded multiplatform phone app that was available as delegates registered for the show. It contained plans of the show, programme of events, information on all exhibitors and event reminders. We partnered with businesses such as Pizza Express to offer delegates unique offers brought to them by Symantec. We then focused on showcasing Symantec’s expertise; the app contained information on and from Symantec and included things such as real time computer virus threats.
As a final driver to the stand the app contained information of an AR competition on the stand to win the newly launched iPad.
22,000 downloads later Symantec achieved dominance of the show.
Results:
22,000 downloads (client target 2,000).
No 4 business download from iTunes store.
Queues of delegates to get onto the stand.
Dominance of the show.
We are now in discussions to take the app global.
Creative excellence. Intelligent Thinking.
Levi’s /
Craftwork coverage
We have received fantastic coverage in Marketing magazine for our Levi’s ‘Craftwork’ Flagship store launch campaign.
“The strategy harks back to the history of Levi’s jeans which were traditionally worn by manual workers in the US, such as cowboys and lumberjacks. Drawing on this heritage, it’s campaign has reinvented the idea of a ‘craftworker’; the brand has recruited 18 craftsmen and craftswomen across the art, music, performance and catering sectors to represent the brand in press and outdoor ads.”
Coca-Cola /
Matthew Williamson Collaboration
With a goal of elevating the iconic Coca-Cola glass contour bottle back into the consumer and trade mindset we set about getting it back to where it should be, with great success.
Coca-Cola is one of the most globally recognised brands. Exposure was briefed to develop a campaign to support the jewel in their crown, the original glass bottle, with the objective of combating the loss of noise and distribution in the top end of the media and trade.
Our solution was to create an ambassador to help resolve the trend away from carbonated drinks within the luxury sector and create a re-appraisal, enhancing it’s contemporary appeal.
We enlisted Matthew Williamson as our partner due to his universal appeal and his credible link for style bars. His seasoned colour palette reflected Coca-Cola’s summer time brand theme, and he was active in a number of high profile events from which the brand could benefit.
The strategy’s concept saw Williamson use the bottle as a blank canvas to produce three different colour designs. We used limited edition stock to secure two prime site window displays in Selfridges with the product sold for a limited time throughout the store. In addition to a product placement campaign at 125 key media and celebrity events, we also secured eye level display and distribution in 30 of the UK’s 50 ultra-premium style bars and members clubs.
A total of £1 million plus of media coverage was secured over the two campaigns. The results of our campaign stretched further than a complete sell out in Selfridges in just 10 days with acclaim being bespoken on us by GQ, Vogue and The Sunday Times Style magazine who heralded it as, “the real designer drink”.