The setup

P20 Sunscreen. The original long lasting 10hr suncream.

But how many people reach for it over the bigger brand names when they prepare to hit the rays?

Not enough. And as P20 were discovering, a wet, windy British summer wasn’t about to help either. 

The market was already flooded with competition as SPF moisturisers entered the scene, 

so we knew we had to create real cut through to make a difference on the supermarket shelves.  

We needed to get this brand into the hands of creators who could speak directly to our audience 

(outgoing women with active lifestyles) 

while also rolling out an OOH campaign to support.

The aim

Protect their share of voice in declining market ✔️
Continue building brand equity for a high value product without discounts and promotions in a highly competitive market ✔️
Reinforce the key message that P20 lasts for 10hrs ✔️
Build P20 into a daily skincare habit ✔️

The masterplan

What does a 10hr sunscreen give you aside from protection?

Time back to do more of what you love in the summer, of course.

This OOH and Influencer campaign spoke directly to an audience who loved nothing more than to get active out in the sun, but who hated the stress, discomfort and all round unpleasant stickiness of having to reapply sunscreen throughout the day.

We targeted the purchase journey outside stores, with selected media in and around high footfall premium shopping districts across UK city centres, in May and June ahead of the summer holidays.

Simultaneously, we launched our Influencer campaign to promote the new P20 Urbanshield (pollution) and hyperpigmentation product ranges – showcasing the product as part of daily skincare routines for all different types of women.

Creators were carefully selected based on psychographic profiles of our audience (not exclusive to skincare) and their ability to create content that felt truly organic. Our best performing influencer content was then used to retarget our audience through paid Meta ads.

Summer, consider yourself squeezed.

The setup

Savannah, one of America’s most historic and idyllic southern cities. 

The Ritz-Carlton, one of the world’s proudest luxury hoteliers.  

Feels like a good match, right? But how do you strike just the right tone between the two?

Where’s the sweet spot?

TMGOC, the property developers behind this franchise charged us with creating a custom expression of legendary Ritz-Carlton brand for the Residences that spoke luxury, but also Savannah. 

A 360 brand crafting and launch job that included an exquisite book, film, website, social posts and OOH.

Right up our promenade.

The aim

Craft a brand unique to Savannah that could also exist within The Ritz-Carlton family ✔️
Creating sales materials to elevate the brand including a luxurious brand book, film, social assets ✔️
Deliver a website to speak to UHNW audiences as well as OOH and social ads to generate leads ✔️
Sell 20 ultra-luxury properties valued at $2.6 – $6.6 million each ✔️

The masterplan

Yes, the Ritz-Carlton brand is globally renowned. 

But reputations can’t last forever.

We needed to make them feel relevant to a new generation of discerning affluents & status seekers. 

To help our audience feel desire and connection to an idea of luxury that didn’t exist yet in Savannah. 

Like all good ideas, this one began with a story about the coming together of two great characters. 

The heart of legendary service and the soul of Southern hospitality. 

From that platform we would build a voice, a meaningful brand tagline and a series of striking brand assets that would stand out in the local Savannah market, but also among other branded residences nationwide, including other Ritz-Carlton residences. 

The setup

Builders and tradespeople were not happy bunnies in 2023.

Their turnover was down from anywhere between 17–40% in just one year.

On the other side of the fence, our family run online powertools client, Howe Tools, were locked in a depressing cycle of PPC-only business generation.

It was costing them a packet and was a typically miserable affair.

They needed a campaign that could rise above the clutter and get tradies talking about the most reliable power tool supplier in the UK.

They needed to cut the sh*t and cut through the b*llocks.

The aim

Decrease Howe’s grim dependency on hefty ‘tap-always-on’ PPC spend ✔️
Generate organic sales ✔️
Fatten their margins back up to where they belonged, before the days of ‘always on’ sales ✔️
Help them stand out among the 15-20 other online brands they were struggle-sharing the market with ✔️
Cheer everyone the F**k up ✔️

The masterplan

Tradies hate unreliable suppliers. The bane of their existence. 

But guess what? So does Howe Tools. They boasted a bold promise to all customers: if it’s on our website, it’s on our shelves. Guaranteed. And they had a 4.9% Trustpilot rating to prove it. 

The challenge was communication. Above online competitors. Above the industry’s big dogs.  

This campaign didn’t just need to cut through, it needed to punch a f*cking hole in the wall. So we went all out. We challenged not just the client but the ASA to create a sweary, funny campaign that spoke the language of our audience. No nonsense. Just reliability.    

The response was enormous. Boasting some of the best ROAS figures we’ve ever seen. 

All without ever once uttering the word ‘sale’ or ‘promotion’.

The setup

It’s tough being the OG of anything. Especially burgers.

Hungry competitors see your success and want a bite of the action.

Pretty soon the market’s saturated with imitators, innovators and whatever Jamie Oliver’s up to.

Gourmet Burger Kitchen know this better than most.

So how do you make a ‘legacy’ brand feel fresh, new and vital when they themselves have only been around for a few years?

How do you cook up an effective campaign that everybody can get their teeth into?

The aim

Put GBK back on top with the biggest share of voice ✔️
All with a total campaign budget of £150k (to include creative, production & media) ✔️
Drive sales and deliver the kind of brand love that generates lasting, positive customer relationships ✔️

The masterplan

As the world faced up to the grim reality of a f*cking moron leading the free world, we decided to look on the brightside and hijack the news cycle with something a little more lighthearted. And delicious.

What helped was that we knew GBK burgers slapped. They were the t*ts. The dog’s nads. The best thing you could slide between two buns and get your face around. 

We just needed to remind everyone. 

What better way to do that than to release a campaign for a special edition burger that harnessed the mood of a nation, and delivered the kind of thick, thick patty everyone would love?  

Just a shame about that… other thick problem. 

Ah well, ‘Vote Rump’ people. Your voice matters.