PORTFOLIO HIGHLIGHTS
THE GUARDIAN
BRAND RELAUNCH
CHALLENGE:
Newspapers had been ravaged by a digital age they failed to comprehend and adjust to. The Guardian was in a death struggle to stay editorially relevant and financially solvent.
IDEA:
Acknowledge that old newspaper journalism is dead, and posit that the Guardian will lead the way in harnessing every aspect of new media to build an entirely modern news-gathering service. In film, use a product demonstration of Open Journalism to expose a bigger truth to the fairy tale ending.
RESULTS:
For the first time in the brands history, the Guardian was named the #1 Quality News Brand in the UK. Following launch, unique users to their site grew by +3 million and brand measures ‘Modern’ & ‘Innovative’ increased +31%.
AWARDS:
14 Cannes Lions (including. Gold for Film + Integrated). AdWeek Best Commercial 2012, D&AD Pencil, Clio Grand Prix, 5 British Arrows, 2 Campaign Big Gold, 2 One Show Gold.
THE GUARDIAN
“WE OWN THE WEEKEND”
CHALLENGE:
Launch a big, loud promotional campaign about the Guardian Media Group's weekend papers in a Guardian tone of voice. Basically, build brand whilst smashing tough January retail targets.
IDEA:
Satirise loud promotional campaigns with the premise that the Saturday Guardian and The Observer produce such exciting, varied and rich editorial content that the newspapers effectively ‘own the weekend’. Engage Hugh Grant, who had long been an outspoken critic of gutter press and in the wake of the Guardian breaking the phone hacking story, to front the campaign launch.
AXE / LYNX
AXE APOLLO SPACE ACADEMY
CHALLENGE:
Excite an audience (who are easily bored and highly cynical of advertising conceit) about a brand idea, The Axe Effect, that’s been around longer than they’ve been alive.
IDEA:
We went from telling guys they could get girls, to a campaign that actually made them more attractive. A global competition to send young guys into space, actual space, with the promise to leave a man and come back a hero. A fully integrated campaign with participation at it’s heart, the first and biggest of it’s kind for Unilever and for BBH.
RESULTS:
35 million YouTube views, 20m hub site hits, 750k unique competition entries and 8m votes cast. The best selling Axe new variant ever, recruiting the next generation of guys into the brand.
AWARDS:
4 Cannes Lions (including Gold for Activation), 4 Campaign Big awards and the Unilever Crafting Brands for Life overall award.
ASOS FASHION
THE URBAN TOUR
CHALLENGE:
ASOS is established as a cult e-commerce destination amongst young women, our brief was to command the same kind of loyalty from young men in the UK, the US, and Europe, who get their style inspiration from culture, not the catwalk.
IDEA:
The ASOS Urban Tour, featuring the world’s first ‘shoppable video’ took users on an interactive tour of the coolest cities around the globe and featured the best young talent in the world, all kitted out in the latest A/W collection.
Through a global partnership with Universal Music and the Vice network, we were able to access the world’s hottest young talent. Each city’s landing page was supported with exclusive behind-the-scenes footage, interviews with the performers, and a ‘shop the look’ section allowing users to buy the clothing.
RESULTS:
Awareness: +24% Acquisition: +46% of visitors Conversion: +14% of visitors purchased (within 7 minutes!). 40,000 new male shoppers to the site and generated incremental revenue of $3.2m.
Urban Tour became the third most-watched brand video on YouTube in the UK, and the overall content generated 7.3m YouTube views in the first 8 weeks and 7m Twitter impressions.
AWARDS:
Webby’s Best use of Video, Marketing Society Awards winner (Leading Edge Thinking), Gold Cannes Lion - Online Digital Design, Bronze Cannes Lions - Best Video, Music & Sound Design, British Arrows Best Integrated, Campaign Big Integrated Silver, FWA Site of the Day. All leading to BBH being named Webby Agency of the Year 2012.
THE YELLOW PAGES
RESTAURANT TREEHOUSE
CHALLENGE:
Make Yellow Pages relevant in a Google world.
IDEA:
The ultimate product demonstration, challenge an ordinary person to make something extraordinary using only the Yellow Pages. A treehouse restaurant. Built from scratch with everything, from the architect to the building materials to the napkins, sourced from the Yellow Pages. We documented the whole process, which made for some great content.
RESULTS:
Every seat in the restaurant, for the entire summer, sold out. 2,000 people got to dine up a tree, they told everyone on social media about an experience they will never forget. It was covered on 10,000 websites globally and Yellow Pages actually stole share of search from Google. It was three times more effective for the Yellow Pages than any previous campaign.
AWARDS:
4 Cannes Lions, including the BBDO Network's first ever Integrated Lion, 8 Effectiveness Awards, Gold Axis 360’, AME Platinum Best in Show, Silver One Show Pencil.
