Most people sent a bowel cancer screening test intend to do it. Yet over 1.5 million tests a year do not get done. The cause? Pure human nature. To be blunt, any procedure involving your poo is a bit off-putting. To overcome this inertia, we needed an idea that was distinctive, memorable, and as celebratory as possible – reminding people that their next trip to the loo could literally save their life. This led us to combine three improbable things: rhythmic gymnastics, loo roll and Sammy Davis Jr. Of course! Thanks to the uplifting lyrics “I want to live, not merely survive”, the important, potentially life-saving message is delivered in a distinctive and celebratory way, a far cry from standard po-faced health comms.
Our partnership with De’Longhi is back on the global stage with a new campaign that sees brand ambassador Brad Pitt take to Europe in pursuit of coffee perfection from bean to cup. The 2023 global campaign aims to exceed these results and ultimately confirm De’Longhi’s predominant role in the coffee world. The new story therefore transports the target audience to a European setting, bringing people closer to the brand’s core identity and promise of authenticity. The pursuit of perfection in the creation of an excellent cup of coffee, the exploration of the many varieties of fresh beans, and the human connections that originate from this dedication: these are the elements of the new storytelling that leads our brand ambassador to enjoy a perfectly executed cup of coffee with De’Longhi machines, culminating in the now-iconic slogan – “Perfetto”.
UEFA wanted to recruit and retain European football fans aged 18 to 30 on the myuefa.com website ahead of the EURO 2024 finals. M&C Saatchi came up with “EUROlingo”, a WebApp designed to help learn the languages of EURO 2024 through phrases, common words and even the pronunciation of some player names. The campaign included partnerships with influencers from UEFA’s key markets, an extensive media campaign on TikTok and Instagram featuring assets with players from national teams taking part in the tournament. An outstanding success: just under 13k new users registered at myuefa.com, with just shy of 500k users of the EUROlingo Webapp generating 191m impressions across social media platforms.
JPMorgan Chase has a long commitment to the Detroit business landscape, most notably investing US$200 million in Detroit’s economic recovery since the city declared bankruptcy in 2013. To celebrate the city’s revitalisation at the 10-year milestone, we launched a campaign that took a fresh approach, showcasing the people, communities, and growth JPMorgan Chase helped foster, rather than a traditional business narrative. Collaborating with a local spoken word artist, we captured Detroit’s authentic spirit, and showcased real beneficiaries effecting tangible change in Detroit, from housing development to job creation. This innovative approach not only honoured Detroit’s resilience but also highlighted JPMorgan Chase’s integral role in fostering community growth and embodying the spirit of progress.
Plastic production is devastating our planet and is set to triple by 2060. So, Minderoo Foundation and our team in Australia have measured plastic in rain to create a new weather metric informing the public how much plastic will fall from the sky on any given day, launching it in Paris ahead of the second session of negotiations (INC-2) of the UN’s Plastic Treaty at UNESCO headquarters. The site provides live updates on the weight of plastic falling that day, week, month and year. This tightly targeted activation, including guerrilla posters, news coverage and an extensive social media campaign on the eve of the UNESCO talks, created a global thunderclap, raising the issue of fossil-fuel plastic and the need to put in place stricter targets to limit its production. Coverage spanned many countries with a staggering reach of 1.3 billion.
The Duke and Duchess of Sussex’s “The Archewell Foundation” launched “The Parents Network” campaign which provides parents with a safe and free-to-access support network in the US, UK and Canada to help those whose children have been harmed by social media. The “No Child Lost to Social Media” engages with parents and caregivers whose children use social media across a full broadcast and digital campaign advocating for social media platforms to prioritise safety in their design
As the new Official Bank Partner of Wimbledon, Barclays had to create an impact in year one. To do so, we needed a campaign to connect our audience and build excitement for fans, customers, clients, colleagues and community, in the UK and the US, through the lens of Wimbledon. Our full 360-campaign featured a global Frances Tiafoe TVC, on-site activations, special build OOH and media including London buses and taxis, customer communications, social, digital and retail bank advertising. Using our hero partnership asset – the iconic Wimbledon umpire chairs – our campaign demonstrated that Barclays and Wimbledon are game, set, and perfectly matched.
Rugby in New Zealand is more than a game – it is a way of life. To engage and grow their already impressive global fanbase, New Zealand Rugby wanted to create a fan-focused content hub that gets fans closer to the teams via behind-the-scenes access to the All Blacks and Black Ferns, right through to the grassroots teams. We designed and delivered the brand identity and digital experience of the content platform we named NZR+. Following the successful launch in the lead-up to the 2023 Rugby World Cup, NZR+ has experienced a real trend in interest, resulting in continued investment in new content and functionality.
Headspace, the mental health support app with millions of users worldwide, needed an App Store Optimization (ASO) campaign for both Google Play and iOS app stores for 6 key markets (UK, US, CA, AU, DE, FR). The ASO team developed a comprehensive strategy, with creative conversion-focused (app views -> downloads) A/B testing as one of the key tactics to achieve an improved conversion rate of +34% in a dynamic and competitive marketplace
