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
Maynards /
What’s In Your Packet?
Cadbury’s wanted to celebrate the 100th anniversary of the Maynards Wine Gums brand and we were tasked with making this happen. Bringing the iconic ‘Hootsmon’ back, this integrated campaign has led to the brand seeing a real resurgence within the Cadbury business and with consumers.
Our work across the Cadbury’s portfolio saw us briefed on creating a promotion for this iconic British brand that would celebrate the 100th anniversary of Maynards Wine Gums.
Our strategy led us to reintroducing an advertising icon by playing on the humorous heritage of the Maynards ‘Hootsmon’ made famous in the early 1990’s TV advertising campaigns. Going live in July 2009 we unleashed our reinvented ‘Hootsmon’ across multiple platforms including on-pack, outdoor, in store and radio. The disruptive creative concept is key, with the Hootsmon lifting his kilt which brings to life the personality of the character – cheeky, quirky and fun, whilst creating stand out of the promotion in all channels. As part of the campaign Maynards secured increased listings, distribution and share of shelf across the country, which in turn led to greater awareness and sales.
Overall sales have seen an uplift of 13% compared to last year and in the Grocery sector there has been a significant increase of 42%
year on year. This promotion and these results have elevated this dated and low ranking brand within Cadbury’s to become a priority brand for 2010.
De Beers /
Forevermark
Launched by De Beers in 2008, Forevermark is a new promise in diamonds, a promise above and beyond the 4Cs – one of exceptional quality and integrity. Less than 1% of the world’s diamonds are eligible to become a Forevermark diamond. As proof of this, each and every Forevermark diamond is inscribed with the Forevermark icon and its very own identification number which makes it always uniquely yours.
We were asked to create a global blueprint to communicate this new brand in key Asian markets including China and Japan, laying the foundations for Forevermark to develop into a successful global brand.
Using the brief ‘Precious’ we created a collection of individual short stories and diamond jewellery pieces, in collaboration with a number of literary experts and jewellery designers.
The Precious Collection™ was captured visually and then launched at events in each territory, to which media and local celebrities were invited. The collection, the authors and designers provided content and personality to bring the brand to life in the media and over $1 million of editorial coverage was generated by each territory.
A toolkit and media kit was also created for translation and distribution in markets, along with event and media guidelines.