BINGO LIKE A BOSS

Gala Bingo were forever associated with Bingo halls and go-go grannies dabbing happily away. Given the majority of their customers play on mobile phones, they wanted a fresh campaign to capture a younger audience. We won the UK pitch by creating ‘Gloria,’ a sassy 21st century power-heroine who’s here to show the nation how to ‘Bingo Like A Boss.’

MEET THE BOSS

We created Gloria. Gala’s new go to girl. A living legend who dresses like she’s going to watch Dave, visit Buckingham Palace and star in an 80s Netflix series - all in one night. A cooler, older sister so full of sass and self-assurance that the only number she needs is the one that gives her a full house. And it’s this ‘power hair, I don’t care’ swagger that’s going to show the nation how to BINGO LIKE A BOSS. 

TV ‘LIKE A BOSS’

In our TV spots we follow Gloria as she plays ‘n’ slays, nonchalantly waiting for her bingo numbers to roll in whilst tackling everyday tasks like a goddamn boss.

HEADLINE ‘LIKE A BOSS’

Punchy, brassy, sassy. We created a vibe that encouraged players to get their Gala on.

CONTENT ‘LIKE A BOSS’

We created boss-like raps with branded animation for radio, as well as personalised films for Gala players to celebrate their birthdays and Gala anniversaries.

SOCIAL ‘LIKE A BOSS’

We created celebration gifs for players to send to their Bingo baller friends and social videos with further examples of how to Bingo Like A Boss.

Credits

Agency: Antidote

James Briggs - Concept / Copywriter

Toby Derham - Concept / Art Director

Ross Hammond - Designer

Tim Ashton – ECD

 
Prod Co: Agile

Fatal Farm – Directors

Daniel Cheetham - Photographer

ENGINEERED TO A FEELING

Mazda promise their cars will always make you feel something - so for the global launch of the All-New Mazda3 we put it to the test. We created The Feeling Factory, a world where instead of the car being put through its paces, the driver is tested, showing how each car is 'Engineered to a feeling'.

The global TVC was shot by Oscar-winning director Joachim Back and set to Nat King Cole's 'Smile' recorded by Cinematic Orchestra vocalist Heidi Vogel.

THE FEELING FACTORY

To sell the idea (and the car) we made a brand book outlining the detail, craft and relentless pursuit of perfection Mazda go to for their drivers. This lives in dealerships and partner agencies, and was launched at this year’s Geneva Motor Show.

TESTING FOR FEELING

We invited people to view the All-New Mazda3 for the first time and gauged their reactions through a series of ‘Feeling Factory’ experiments. These were played out across Mazda’s entire social platform network resulting in an 89% increase in online engagement.

MAZDA3 x RANKIN

To tease the All-New Mazda3 we worked with legendary fashion photographer Rankin to capture the car’s vivid feeling. These shots were used in international PR communications, dealerships and the car’s launch at the Geneva International Motor Show.

Credits

Agency: Antidote

James Briggs - Concept / Copywriter

Toby Derham - Concept / Art Director

Tim Ashton – ECD

 
Prod Co: Blink

Joachim Back – Director

Rankin - Photographer

THE HAPPY SONG

“Surely the greatest song ever recorded”

The New York Times

Cow & Gate are all about happiness, so we made ‘The Happy Song’ - the first ever song scientifically proven to make babies happy.
Working with Grammy award-winning musician and Harry Potter singer-songwriter, Imogen Heap, the song stormed to No.1 in the iTunes children's chart within 48 hours of release. It's since been listened to, watched and downloaded more than 19 million times and has 794 million media impressions. Best of all it actually stops babies crying, gets them giggling and makes parents lives more joyful. Lovely.

Awards & Honours:

iTunes Children's Chart No.1, Charted in 59 countries, Creatvity Online: Editor's Pick, Creativepool Awards 2017: Winner Best Experiential, Creativepool Awards 2017: Winner Best Composition, Subject of a TED talk.

HERE COMES THE SCIENCE

Working alongside music and baby psychologists from internationally acclaimed Goldsmith’s University and consulting Cow & Gate Mum and Dads on social media we found and tested the sounds babies reacted best to - then tested it on them. Cue happy faces, puzzled looks, put upon musical superstars and, finally, the song itself.

THE NUMBER 1 SONG

The Happy Song was a smash hit. As well as reaching No.1 in the iTunes children’s chart only 48 hours after its release, it went on to chart in over 59 countries and had an official vinyl release. It became Cow & Gate’s most successful piece of content, ever, leaving them as the most talked about and shared baby brand that year.

BABIES GO GLOBAL

The song blew up worldwide and became a feel good story for Time Magazine, The New York Times, BBC, Fox News, Daily Mirror, Daily Mail, the New Zealand Herald, The Times of India and Japanese influencers.

https://www.nytimes.com/2020/01/14/magazine/the-happy-song-imogen-heap.html

TEDDY BEAR TALK

Its curious blend of science and music even meant it became the the subject of a TED talk.

BEDTIME STORY

The song, its research and findings also became a chapter in Dr. Caspar Addyman’s groundbreaking book on baby psychology.

Credits

Agency: BETC London

James Briggs - Concept / Copywriter

Ciara O’Meara - Concept / Art Director

Felipe Pires-Dias - Senior Strategist

Kate Gibson - Account Director

Rosie Bardales – ECD

 Imogen Heap - Singer/Composer

Dr. Caspar Addyman - Baby and Development Psychologist

Professor Lauren Steward - Music Psychologist

CHILDREN WITH CHILDREN

We ‘hacked’ Pinterest to show there are greater needs than shoes, cupcakes and curtains by giving Sihiba, a 13 year old mother from Tanzania, a camera phone to show us her life.

Awards & Honours:
Campaign Big Awards Finalist
Creativity Online Editor's Pick
Mumsnet Campaign of the Month 

SIHIBA’S LIFE

For the cost of a phone we learned all about the hardships and realities of Sihiba Yusufu’s life as a teenage mother in Africa.

DISRUPTING THE WESTERN WISHLIST

Each day Sihiba uploaded photos of her life to Pinterest creating ‘stand-out’ content that brought urgent attention to the issue of teenage pregnancy in Africa versus the want for superfluous western desires.

SIHIBA’S MESSAGE

Sihiba believes the project empowered her within her community and brought to light the issue of teenage pregnancy in Tanzania. She hopes that by showing her life she will be able to raise funds for AMREF and help other teenage girls to learn from her situation. One day she hopes to become a teacher or a nurse.

THE WATCHING WORLD

The project received wonderful support from the Pinterest community with Sihiba gaining over 500 followers in a week and the message spreading to prominent figures like Stephen Fry, becoming a Mumsnet campaign of the week and being reported on by philanthropic organisations like the Bill & Melinda Gates Foundation.

Credits

Agency: BBH London

James Briggs - Concept / Copywriter

Michael Nagy - Concept / Art Director

Pablo Marques – ECD

UNTAMEABLE SINCE 1862

World-famous rum purveyors Bacardi wanted to move away from something your gran glugs to a drink your younger, cooler brother enjoys with his mates. From global pitch win to worldwide launch we told the bold, uncompromising Bacardi family story of how true passion can never be tamed.

Awards & Honours
Best Ads Print of the week

WADE BROTHERS’ FILM

The campaign launch film captures the craft, ebullience and sheer bloody-minded passion that courses through the Bacardi family’s veins as they remain true to their Cuban heritage and family motto of being forever Untameable.

PRINT & OOH CAMPAIGN

Internationally recognised and awarded, the copy led campaign tells the Bacardi family story as they fought against the odds to become the most rebellious rum distillers on the planet.

REBELLIOUS ASSETS FOR A COMPLIANT WORLD.

The beautiful, passion-strewn shots were used as global social assets as Bacardi recorded never seen before social engagement, it’s new ownable attitude taking it far away from its previous generic positioning as a ‘party’ drink.

Credits

Agency: BETC London

James Briggs - Copywriter

Ciara O’Meara - Art Director

Clive Pickering - Head of Copy

Simon Morris - Head of Art

Louise Sloper - Head of Design

Neil Dawson – ECD

 
The Wade Brothers - Director / Photographers

MAKING A STATEMENT

Rimmel wanted to show their new eyebrow range was all about self expression.

So we got the most famous brows in the game to ‘talk’ encouraging people to make, well, a 'Brow Statement'.

RAISING AN EYEBROW (OR TWO MILLION)

We rolled out the launch film across Rimmel’s social channels hitting two million views in the first 48 hours.

RIMMEL meets GIPHY

We took Rimmel to Giphy for the first time, launching their brand channel with 'Brow Statements' to share with your mates, lovers and enemies. Brow game is currently strong at just under 10 million plays. 

https://giphy.com/Rimmellondon

INSTA BROW

We created six-second instagram films showing brows being wow.

HIGH BROW

As well as Friday night’s all right real-time digital and key visuals.

BEHIND THE BROWS

We needed a way to make Cara’s brows ‘talk’, so we took inspiration from an awesome old black and white Bob Dylan video. Using his cue card method; we wrote, drew and stuck 150 images of anything from spiders, to juicy burgers and dumb ol’ American Presidents called Donald Trump to get Cara’s brows to make a statement.

Credits

Agency: BETC London

James Briggs - Concept / Copywriter

Gareth Rice - Concept / Art Director

Felipe Pires-Dias - Senior Strategist

Nat Potter – ECD

Aitken Jolly - Director / Photographer

LIVE THE LONDON LOOK

For years Rimmel were synonymous with their famous 'Get the London Look' line.

To bring them into an open and inclusive 21st century we updated it encouraging girls, boys, women and men to 'Live The London Look.'

This global pitch winning concept was brought to life with Rimmel's superstar ambassadors as we empowered women and men everywhere to express their individuality.

CREATING THE LOOK

We created the LL ‘London Look’ pose - a global unifying symbol of self expression.

MAKING THE LOOK

Then it was time to put this attitude into the products, kicking off with Rimmel's Wonder'Fully Real mascara and the lovely Rita Ora taking us for an 'eye dance.'

Directed by Emil Nava.

COPY FOR A NEW GENERATION

A series of traditional OOH, print and digital assets with ‘break the rules style’ product-related copy.

HANDING OVER THE REIGNS

Then we passed it to the new wave of make-up influencers who showed us how to ‘Live The London Look’ with a series of avant garde tutorials.

Credits

Agency: BETC London

James Briggs - Concept / Copywriter

Ciara O’Meara, Gareth Rice, Theo Dufay & Felix Heyes - Concept / Art Directors

Nat Potter, Rosie Bardales – ECDs

 
Prod Co: Ammolite

Emil Nava – Director

FRANCE IS IN THE AIR

Air France's long-running radio campaign highlights their offers through the crème de la crème of French culture. So to demonstrate their latest price offer we enlisted the help of a mime artist…

Credits

Agency: BETC London

James Briggs - Concept / Copywriter

 Factory - Sound Design

TOGETHER IS A WONDERFUL PLACE TO BE

We teamed up with Film4 to bring the ‘Together is a wonderful place to be’ campaign back for a second instalment.

This time it features a father and son discovering the beautiful Peak District as they take to the open road in the All-New Mazda 3 for some family bonding. Building on the back of our recent All-New Mazda3 ‘Drive Together’ launch, the idents are a celebration of memorable road trips, deers and all, focusing on the joy of shared moments and togetherness, shot with the grandeur of cinematic film.

‘TOGETHER’ ON SOCIAL

Working alongside uber-talented lifestyle photographer Daniel Cheetham we took ‘Together’ to Mazda’s social channels disrupting their usual car-centric content with visually appealing lifestyle shots.

Credits

Agency: Antidote

James Briggs - Concept / Copywriter

Toby Derham - Concept / Art Director

Tim Ashton – ECD

 
Prod Co: Dog Eat Dog

Anders Jedenfors - Director

Daniel Cheetham - Photographer

Cow & Gate believe little ones are happiest developing at their own pace – free to crawl, toddle and bumshuffle however nature intended.

Inspired by Cow & Gate's new focus on nature, we struck upon the classic track 'Born Free' as the foundation for our film.  From there it was a fairly simple decision to bugger off to New Zealand to see little ones happily exploring nature. We stepped outside the tropes of baby adverts and drew inspiration from the long-lens closeups of nature documentaries. 

Credits

BETC

Neil – Concept / Art Director
Nat Cantor – Concept / Copywriter
James Briggs – Copywriter

Rosie Bardales – ECD
Kate Gibson – Account Director
Madeline Smith – Producer

 
SWEETSHOP

Louis Sutherland – Director

Before I went to ad school to learn how to make ads, I had to learn how to make garage doors to pay for it. Here’s a few of my finely crafted specimens.

This is the Hereford. A retractable slice of mahogany heaven. Lift the door, stick your car in. One lucky home will find a Curly Wurly wrapper I accidentally left inside.

Having an affair? The Carlton has peep holes to keep an eye out for unsuspecting partners. NB. You'll need to be 6ft 3" or above to see out of them.

After a long day driving in the pissing rain Anne Meadows was absolutely buzzing to come home to her 'Salisbury' and my welding.