Simon Jones

CHALLENGE

To launch Uniqlo's innovative HeatTech range with an fully integrated campaign.

IDEA

HeatTech is a unique product that recycles your energy. Using several different types of technology, consumers were encouraged to recycle their own energy in exchange for HeatTech products. They used their footsteps to create energy on 'Pavegen' pressure pads in store and in high footfall areas, participated in a multi-platform game and created social 'heat' from simply talking abut the brilliantly unique product.

A fully integrated approach across social, mobile and experiential disciplines.

MAAW GLOBES - MERIT

CHALLENGE

To make GAP synonymous with summer and bring to life the 'effortlessly cool' vibe of their 1969 denim range. To build brand awareness, get new customers on board and to sell the summer in a memorable and unique way. 

Our target audience was the Instagram generation across Europe, who choose experience over owning things but are all about instant gratification on a daily basis.

IDEA

An interactive beach adventure taking an effortlessly cool summer to the people. Transported in an iconic VW Camper our experience stopped at popular beaches and Summer events from Newquay, through Southern France and along to Southern Italy. On arrival the Camper opened up to feature an interactive pop-up shop and a photo booth to share content.

For amplification we recruited 3 key influencers to come along for the ride. Modelling the clothes, they shared content with their own followers on GAP's social channels. GAP lovers were also a key part of the journey with key decisions put out to vote on social media - from what they were listening to on board, to what they were wearing.

CHALLENGE

To create engagement embracing HP Sauce's ongoing partnership with Movember.

IDEA

The Journey of the Mo. We decided to celebrate man's individual pilgrimage over the 4 weeks of Movember. Encouraging 'MoBros' to share their progress online each week for the chance to win MoMoney to help with the growth / upkeep of their 'taches.

A fully integrated campaign across experiential, social, in store and 4 amusing viral films, one each week setting up that week's challenge.

CHALLENGE

To create a provocative 'pack outward' activation for a provocative brand, making it even more relevant to 16-24 year olds.

IDEA

Based on topical cultural news stories we awarded £10,000 compensation for anyone who found 'dog' in their Pot Noodle. Activity was supported with in store POS and an irreverent ATL campaign spoofing insurance claims commercials.

ISP GOLD - BEST IDEA OR CONCEPT

ISP GOLD - BEST INTEGRATED CAMPAIGN

CHALLENGE

Make Pringles relevant to 16-24 yr old festival goers and music lovers alike.

IDEA

Buy any 3 cans of Pringles and send for your very own Pringles Can Speaker - a handy little unit that sits in the top of your empty can using the tube to amplify the noise. Perfect for listening to music on the move and taking to outdoor events and festivals. 

A multi-market activity activated consecutively over 3 years. Unique, own-able and full of 'the festival flavour'.

MCCA MERIT - BEST INTERNATIONAL CAMPAIGN

EURO EFFIE AWARDS  - BEST INTEGRATED CAMPAGN

CHALLENGE

To make Gen Z aware of Cadbury's countline range and to remind them that the brand has something to suit everyone's taste. Embracing Cadbury's 'Obey Your Mouth' platform to create an immersive experience that showcased what their mouths really wanted.

IDEA

The Cadbury House of Mouth - a fun way to explore Double Decker, Wispa, Crunchie, Boost and Twirl.

A two storey funhouse made from shipping containers each bar had it's own room bringing to life the brand's personality. From Double Decker's human size bowling pins, tackling a giant panda in the Wispa room to whizzing down the curly slide to the Crunchie disco where they could celebrate the 'Friday Feeling' and leave with a sample bar.

The House of Mouth had over 3,000 visitors and over 1 million views from a 360 video on Facebook.

CHALLENGE

To become an unofficial sponsor and make Guinness more approachable during the World Cup.

IDEA

To really take Guinness off the unwanted pedestal it had created for itself, we tackled the challenge quite literally head on: 4 football hair pieces to collect, based on soccer legends. 

We created the Goalie Pony (David Seaman), the Midfield Mohawk (David Beckham), the Champion Sweep (Bobby Charlton) and the Pro Perm (Kevin Keegan). Consumers simply had to buy 4 pints of Guinness, choose the `soccer syrup' of their choice and don with pride during the match. They were also available in Guinness multi-packs in the off-trade.

ISP GOLD - ALCOHOLIC DRINKS

ISP GOLD - POINT OF PURCHASE

ISP MERIT - BEST CONSUMER CAMPAIGN

PMC EUROPEAN AWARDS - GOLD

CHALLENGE

To launch Lurpak Cook's Range. 5 new exciting and innovative cooking products from the UK's No.1 butter brand. The biggest new product development in the bsm category in 20 years. 

IDEA

Essentially we needed to educate and demonstrate product efficacy of each of the products in the range. To encourage passionate foodies to explore the unknown, sample these products and help to grow our social media presence. 

To demonstrate just what Lurpak Cook’s Range can do we launched with a groundbreaking experience at Waterloo Station. Utilising 2 chefs and 3 celebrity brand ambassadors cooking and sampling top quality high-end cuisine, our eye-catching experience had 19 demonstrations per day. We also distributed shortbread samples made with Lurpak Baking and premium brand-in-hand leaflets featuring MONP.

We mixed footage each day and broadcast live onto Waterloo’s innovative large screens along with a selection of #foodadventures tweets received over the 3 days - an industry first.

33,000 food samples were tasted along the way, with 190,000 brand-in-hand MONP leaflets distributed.

CHALLENGE

Robinson's is an Official sponsor of Wimbledon. Create an on-pack promotion that celebrates the stature of this seamless partnership.

IDEA

To utilise the assets and talent available to us and to create 'only Robinson's' money-can't-buy Wimbledon experiences that consumers could WIN simply from buying our juice.

Consumers simply tore off the tennis ball icon on their label and texted the code underneath to see if they were a winner that day.

A two year activity. In year one, consumers could win exclusive centre court tickets for two people. The big question being 'who will they take?' In year two we made things a little more family focussed and gave parents the chance to see their kids play tennis on centre court.

CHALLENGE

To create an off pack promotion for Tango with the stature of an on pack, embracing the brand's 'Nation's Favourite Drink' platform.

IDEA

Fronted by our T-Ladies we created Tango Time. Consumers simply checked the time code printed on their can during production against those printed in press / revealed on air (an industry promotional first) to win some Great British prizes. 

We teamed up with The Mirror Group and the Capital Radio Group to create a £1.3m campaign. Launched in The Mirror with a 4 page T-break pull out, we then published daily ads revealing that day's Tango Time and that day's prize. On the radio our T- Ladies introduced a 2 minute T-break with a bit of irreverent fun whilst revealing that day's Tango time.

ISP PLATINUM - CONSUMER PROMOTIONS

ISP GOLD - MEDIA COMMUNICATION

ISP GOLD - CONSUMER AWARENESS

ISP GOLD - COPYWRITING

EFSP GRAND PRIX - EUROPEAN SALES PROMOTION

EFSP GOLD - SOFT DRINKS

CHALLENGE

To encourage the gifting of Uniqlo HeatTech over Christmas.

IDEA

We asked consumers to nominate an individual or group of people who they wanted to cheer up with 'warmth' during the festive period. This could be anyone from the local lollypop lady to their own sports team.

Consumers made their nominations and reasons why on interactive units in store. All nominations featured on an eye catching 'wall of warmth' in the centre of the store - constantly changing and updating as people's messages got through. 

Everyone who made a nomination got a free HeatTech garment to gift or to keep for themselves.

Activity took place in 17 stores in Moscow, London and Paris. 24,000 HeatTech samples were distributed.

CHALLENGE

Cadbury's Creme Egg enjoys a short season between January and Easter. Our brief was to create an activation that will monopolise on this intensive time frame.

IDEA

We asked consumers 'How Will You Eat Yours?' Every caller received a 'Cadbury's Creme Egg-Head' mimicking Matt Lucas from the ATL communications.

Adding scale and talkability to the activity, the best, silliest and most unusual suggestions got the chance to star in a 90 second tv ad wearing their Cadbury's Creme Egg Head. This was aired during breakfast television. 

WORLD PRO AWARDS - WORLD WINNER

WORLD PRO AWARDS - EUROPEAN GOLD

ISP SILVER - MEDIA COMMUNICATIONS

CHALLENGE

South African Tourism wanted to dispel popular misconceptions about SA whilst educating people about all of the wonderful things it has to offer. All in an immersive, interactive and memorable way.

IDEA

Our giant vending machine gave consumers the chance to answer questions about SA on an interactive screen, with every participant being offered money off their next trip there. Everyone who answered correctly could win something related to that question - from a packet of beef jerky to a snorkelling kit, even a surf board! All winners got the chance to pose with their prize to share socially for the chance to win a trip to SA.

The activity took place at Kings Cross and Waterloo stations and was amplified with promotional advertising on the digital 6 sheets and giant screens in the proximity. Coverage was even picked up on several South African news channels.

CHALLENGE

To capitalise on World Cup fever, create an 'unofficial' football based activation that embraces Smirnoff Ice's 'As Clear As Your Conscience' proposition.

IDEA

A convenient little in-ear radio that enabled consumers to listen to the match, despite the games being aired at the most inconvenient times. The World Cup was in Korea / Japan.

This was available with a round of 5 bottles of Smirnoff Ice in the on trade and in multi packs in the off trade.

ISP SILVER - INNOVATION

ISP SILVER - BEST SP CONSUMER CAMPAIGN

ISP MERIT  - BEST CONSUMER CAMPAIGN

CHALLENGE

To remind students of Cadbury's Double Decker and get them excited about this much-loved chocolate bar during Freshers week.

IDEA

Like the bar, the experience had two layers (decks):

Bubbly, fun and unexpected on the bottom deck with ball pools, giant human squashing rollers and tangle wires.

Luxurious, sophisticated and smooth on the top deck with a chilled out lounge, soft tactile furnishings, retro packaging art, Double Decker canapés and a bar dispenser.

All topped off with a fun curly slide to leave and complete the Double Decker experience.

CHALLENGE

Guinness can be seen as unapproachable and isn't on drinkers' repertoire when watching the football in the on trade. How can we make it part of pub currency and banter?

IDEA

Simply buy a round of 4 pints and choose the 'mini commentator' of your choice. John Barnes, John Motson or Jimmy Hill.  Let the Talking Pocket Pundit comment on the match in hand at your request.

ISP SILVER - PREMIUM MERCHANDISING

CHALLENGE

To increase awareness of Castello cheese within the speciality cheese market and make it more relevant to Millennials. 

IDEA

An in immersive 360° cheese emporium in London Shoreditch. The Castello Pop Up Shop sampled and retailed all of the favourite Castello Cheeses plus cheese accessories, wine, beer, cider as well as Castello cheeses new to the UK market (some of which went on to be listed from key buyers evenings).

A fresh deli counter meant that the desired amount of cheese would be expertly cut and and wrapped for consumers to enjoy at home with friends. A station to create ones own hamper with perfect accompaniments also proved very popular.

To give the experience a further twist, the evenings centred around a licenced bar where a food and drink 'molecular expert' would break down the properties of each cheese and match it with the perfect drink pairing.

CHALLENGE

Increase sales of Smirnoff Blue at Global Duty Free.

IDEA

An in-pack GWP of ice glass moulds (a drinks category first) so consumers could enjoy the cold, crisp, triple filtered taste of Smirnoff Blue wherever they were in the world.

SPCA BEST - INTERNATIONAL CAMPAIGN

SPCA MERIT - IDEA OR CONCEPT

CHALLENGE

Aperol's challenge was two-fold:

To educate the trade about the Aperol Spritz 3,2,1 serve (3 parts Prosecco, 2 parts Aperol and 1 part soda). And to excite and entice consumers with its unique taste and look, whilst embracing the 'It Starts with Aperol Spritz' brand platform.

IDEA

To bring a touch of Italian Aperitivo to the UK bar scene we created the Aperol Spritz Start Bar. A 360° serving area, incorporating Industrial chic punctuated with timeless Italian design. It's open and welcoming vibe exuded the laid-back essence of the occasion and served as a focal point for the evening ahead. The bar toured selected on trade outlets featuring memorable touches such as converted Vespa seating and 'Push for Aperol' table service buttons.

CHALLENGE

Create visibility, further the atmosphere and drive ROS for Guinness on their biggest day of the year in the on trade.

IDEA

Our first task was to create a platform to encompass what St. Patrick's Day is all about - Party Like the Irish. 

Alongside generic atmosphere-building comms (all featuring the Guinness pint icon in unexpected ways) were 2 ROS driving promotions. Firstly the Guinness St. Pat's Hat (an on trade first and repeated over subsequent years) to add fun and high level Guinness visibility. Secondly the St Pat's Fiddle, a pocket sized fiddle which played upbeat Irish music when touching the strings. Both of which enhanced the 'Irish party' atmosphere.

CHALLENGE

Unlike other sugars, Billington's lock in rather than refine out the natural molasses of the sugar cane so every bake created is left with a richer deeper flavour. How can we highlight this superior taste quality in a fun, memorable way?

IDEA

We created 'The Billington's Bake Face' - The magnificent uncontrollable side-effect of baking with Billington’s. We asked consumers to cook up some brilliant baking creations using Billington's sugar and capture the reactions of those who taste them. They simply had to socially share the results for the chance to win personalised baking goodies, such as KitchenAid food mixers, aprons and recipe folders.

CHALLENGE

Create a `pack outward' integrated campaign to encourage young people to choose Tango over inferior competitors.

IDEA

Shout Down Non Tango Drinkers - a call-to-arms to encourage Tango drinkers to persecute those who consume other, lesser soft drinks. Centred around an on pack promotion, consumers could send for their Tango Megaphone to aid them in their quest.

Communicated over 40 million packs the campaign lived on tv, radio (on air wind-ups), press, posters and in store. The radio promotions alone reached 45% of 15-19 year olds. One of Tango's most successful campaigns ever.

ISP PLATINUM - CONSUMER PROMOTIONS

ISP GOLD - CONSUMER AWARENESS

ISP GOLD - PREMIUMS

ISP BRONZE - CONSUMER SALES

SPCA - MARKETING CAMPAIGN OF THE YEAR

SPCA - WINNER - COPYWRITING

SPCA MERIT - MULTI DISCIPLINED CAMPAIGN

CHALLENGE

To premiumise Castello Cheese at Christmas and highlight the unique product benefits of each individual cheese.

IDEA

To let the cheese do the talking. Through a series of sophisticated art direction, we told the the story behind each cheese. All created simply using the cheese itself and it's perfect accompaniments laid out on wooden cheese board. Campaign featured press, 6 sheets, and in store communications.

CHALLENGE

To launch the new Dove Firming Range with a fully integrated activation embracing their `Campaign for Real Beauty' brand platform.

IDEA

Dove Firm Friends. We asked consumers to consider how firm their friendships were and to let us know by sending / posting a photo of their group. They also had to tell us why they were the firmest of friends.

All entrants featured on an interactive website and received a Firm Friends starter pack to really see the product efficacy take place.

The overall winning group of friends featured on a billboard in their local town and received a £5,000 appearance fee to share.

Campaign featured poster, press, door drop, in store and experiential.

ISP GOLD - HEALTHCARE AND BEAUTY

CHALLENGE

To celebrate (Castlemaine) XXXX's 'matter of fact' brand personality and make a `sleeping brand' more relevant

IDEA

Thank XXXX for That. We created a multi-touchpoint campaign celebrating manliness and an antidote to metro-sexuality.

Activity featured a series of bold, provocative brand statements.

The campaign ran in nationwide press, in the on-trade where messaging was tailored to each touchpoint, plus off trade where we turned every can into a mini ad space.

It was backed by a nationwide experiential campaign, using genuine Utes shipped over from Australia with sofas and beer fridges on the back of each one.

CHALLENGE

Lurpak Spreadable was losing market share to butter alternatives such as mayonnaise and hummus. We needed to counteract this and create added-value for Lurpak, whilst embracing their 'Go Freestyle' campaign.

IDEA

We took the ATL 'Go Freestyle' proposition and created an engaging and effective way to activate it - the chance for the British public to win a limited edition Tiffin Box.

The Tiffin Box is a foodie's most useful tool – a lunchbox-style tin that keeps all the ingredients you need to ‘Go Freestyle’ separate, until you’re ready to start creating.

We gave consumers the chance to win this desirable piece simply by purchasing Lurpak Spreadable and entering the code on the inner foil of their pack online.

There were 50 to be won every day and winners received theirs with a handy little wrap around it featuring 'food hacks' to further inspire them to try something different e.g. 'tease out the taste of salmon by adding liquorice.'

We gave away 5,000 boxes in total from 288,090 entries.The Tiffin Boxes are now selling for £50 a pop on ebay.

CHALLENGE

Create a new drinking occasion for Baileys at Easter Time.

IDEA

Easter - an occasion full of chocolate treats for kids. We wanted to create a treat for the grown-ups too, hence Bailey's Chocolate Cups were born.

A set of 6 small, but very tasty, chocolate cups inside Limited Edition packaging. The packaging featured tempting messaging encouraging consumers to pour, then drink, then devour the small chocolate wonders.

Bailey's Chocolate Cups proved so successful in the off-trade that they were also introduced onto the menus at on-trade accounts such as Café Rouge.

CHALLENGE

The Famous Grouse had long been associated with Rugby. Our brief was to align the brand with another relevant property outside of the Rugby season and create engaging activity with it.

IDEA

The Famous Grouse has a history of breaking with convention in the whisky category. From being the first brand not to feature the distiller's name on its bottle, to the iconic ATL ads featuring the bird in amusing situations.

It was the latter of the two that lead us to comedy as a new property. 

The first challenge was to create a generic core visual  - The bird waving from behind the bottle and umbrella theme of 'Get into the Spirit.'

To activate the property we created 'The Famously Funny Comedy Tour' - a nationwide stand up comedy tour featuring Frankie Boyle, Jimmy Carr and Jason Byrne. Tickets to these exclusive gigs were not for public sale and could only be won by buying The Famous Grouse - 4 tickets to be won in on-trade outlets every night.

In addition, we gave away comedy based runner-up prizes of DVDs featuring our headline acts.

CHALLENGE

To give Castello Cheese a significant point of difference in the speciality cheese category.

IDEA

We created a new way for cheese lovers to enjoy Castello cheese. A whole new occasion. We called this 'Castello Smorging.'

Based on the Scandinavian Smorgåsboard, Castello Smorging's laid back style of grazing allowed consumers to try their favourite cheeses in lots of exciting, unexpected ways. Rooted in the every day, it wasn't about special occasions just using whatever they had to hand, leftovers even and just enjoying whatever took their fancy.

From a pop-up shop introducing Smorging to passers-by, to experiential activity that gave away a Smorging Starter kits and taught consumers how to 'Smorg' at home. 

Supported by a heavy PR drive, the campaign was supported by press, advertorials and slots on cooking channels fronted by brand spokeswoman Trine Hahnemam.

And not only that, we also introduced a whole new verb to the English language - Smorging.

The campaign delivered 75,000 Smorging Starter Kits and 34,000 Smorging indentations on Facebook and Twitter.

CHALLENGE

Corona wanted to remind people of the significance of the sunset moment; a transformational time that signals a change of energy. Following our previous year’s success, we were to take the Corona SunSet Series and make it even bigger for 2016.

IDEA

We created a calendar of activity that took our SunSet celebrations to festivals, rooftop bars, terraces, the on-trade, exclusive office parties and, of course, to the beach.

With a sunset ritual at each event, we created the perfect environment to enjoy Corona with specially designed bars, furniture, Corona-based cocktails and soundtracks. Visitors could also enjoy face-painting, Corona Cubo Buckets and freshly cooked authentic Mexican Food.

Our live sessions featured entertainment from headlining acts including Norman Jay, Crazy P and Alfredo. MixMag DJs and acoustic acts also made an appearance at our exclusive office party.

The activity culminated in one big beach party on Parrenporth beach in Cornwall. Big-name DJs, acoustic acts and local talent, plus a massive afterparty, signified the end of the best summer ever.