Agency: Saatchi & Saatchi
The Brief: Launch Gillette’s new male intimate trimmer and razor to the UK market.
What We Did: Avoiding the crass tone taken by our rivals, we created a witty campaign that acknowledges men’s worries about grooming “down there” and provides the reassurance that only Gillette can offer. The initial campaign was so successful it lead to a follow-up for the Olympics staring Tom Daley, comparing the jeopardy of a 10m dive in front of millions to shaving 2mm of intimate hair alone.
Results: Best selling razor in the category, with 5% of UK men now owning a Gillette Intimate razor or trimmer.
Director: Richard Hunter, Prodigious
Client: Flash
Agency: Saatchi & Saatchi
The Ask: Update the Flash brand identity to be capable of encompassing a whole variety of different products.
What We Did: Headed up the account, creating and overseeing the production of a series of TV spots, all proudly anchored in the Flash world, but successfully selling very different products.
Results: Flash is now one of the most-recalled P&G brands while Spray Wipe Done has become the best-selling P&G Spray within 2 months of launch, generating “phenomenal” levels of organic social media interest.
Client: Gillette
Agency: Saatchi & Saatchi
The Brief: Create a campaign for Gillette’s biggest-ever product launch.
What We Did: Created a striking TV and OOH campaign using brand advocate Raheem Sterling to convey the message that your morning routine can be effortless when you have the right tools for the job.
Results: Gillette’s most successful UK razor launch ever.
Director: Noah Conopask
Client: Daz
Agency: Saatchi & Saatchi
The Brief: Reposition this tired laundry brand as the brightest choice for summer clothes.
What We Did: Created a TikTok and TV campaign encouraging everyone to #DazItUp during Summer 2020, even if they were stuck at home.
Results: 107 million views on TikTok with an engagement rate of 15.87%.
12 GIGS FOR 12 KIDS
Client: O2
Agency: Just So London
The Brief: Promote War Child’s vital work with children who’ve been affected by conflict while simultaneously building brand love for O2’s sponsorship of War Child BRITs Week, driving donations and selling out all 12 gigs.
What We Did: We asked each BRITs Week artist to dedicate their gig to a particular child, and they all agreed. We then brought each child’s story to life in an animated film, showing the horror they faced and how War Child helped them rebuild their lives. These were shared on O2’s YouTube and Instagram feeds using the hashtag #O2forWarChild and targeted at fans of the paired artist on Instagram Stories. The performers reposted the relevant content on their feeds, helping the campaign trend and some gigs sell out in minutes. Each child’s story was also played on the stage screens before their paired artist’s gig and was further communicated by posters, t-shirts, digital screens and the artist themselves, bridging the gap between the joyfulness of the occasion and the seriousness of the cause.
Results: Engagement doubled compared to 2018, donations rose by 15% and the link between O2 and War Child was made clear, with 105,000 people now seeing O2 as ‘a brand that does social good’.
CONFESSIONS
Agency: Saatchi & Saatchi
The Brief: Create a social campaign to help 18–24-year-olds girls make more informed decisions when it comes to tampon use.
What We Did: Partnered with TV celebrity Scarlett Moffatt and the England Lionesses to create a social campaign that tackles tampon anxieties head-on.
Results: Won a Campaign Media Award and and increased tampon consideration in our target group by 5%, trials by 30% and sales by 9%, with 70% of women saying they felt much more positive about Tampax after seeing our campaign.
Client: IKEA
Agency: Mother
The Brief: Celebrate our first 25 years in the UK with an integrated campaign.
What We Did: We marked IKEA's birthday by reappropriating a number of iconic - but often overlooked - elements of the store for our press campaign. We also commissioned giant inflatable candles to transform the Warrington store into a massive ambient cake.
Results: Attendance at the Big Two Five in-store events greatly exceeded the targets set.
Clients: McDonald's/Nespresso
Brief: Make our social fans smile at particular moments throughout the year.
What We Did: We created a series of calendar-specific posts and Tweets, giving each client's brand a seasonal twist.
