We work together. We live together. We don't sleep together. It doesn't get more S&M than this.
Client: Joko Tea
Brief: Joko, a South African popular tea brand, with a long-standing partnership with POWA (an institution that fights to end the silence around Domestic Violence) wanted to create a movement that encapsulated this partnership, and helped break the silence.
Keen to make the most of this incredible opportunity, Wunderman Thompson activated one of its biggest powers - the strength of the network - and shared this brief not just with Joko’s South African creative agency, but with its whole global network.
Our idea was picked. :)
Insight: The silence around domestic violence is perverse. It’s not enforced by abusers, at least not exclusively. It’s enforced even by loved ones and communities. Because domestic violence is such an overwhelming source of shame, silence feels less traumatizing than acknowledgement. So victims are told to keep quiet. Stories stay untold. And the violence keeps growing, undisturbed, and facing little consequence.
Idea: Donate Your Voice To End Domestic Violence.
With this idea, we asked celebrities, politicians, activists, and all South Africans to read aloud the stories of survivors, in the first person, as if it was their own. We’ve amplified the reach of each story, and each victim, and turned every ally into a megaphone. The stories of the few who came forth reached a mainstream, national conversation. And got a much-needed spotlight that will not only break the silence around the topic in the present but encourage more and more people to speak up. Breaking not just the silence but the stronghold of shame domestic violence has on South African victims, families and communities.
Links to the campaign:
https://www.wundermanthompson.com/work/inspiring-hope-for-domestic-violence-victims
Client: Hastings Direct
Brief: A complete rebrand, from a middle of the road insurance company (value for money but nothing to write home about) to a modern insurance company with a simple and straightforward proposition, backed by a service that is both affordable and uncomplicated and the best rated app in the UK insurance market.
Campaign: Simplicity is the best policy. To launch this new brand platform we’ve uncovered a simple insight. Life is crazy and wonderful and strange. Your insurance should be simple. We’ve used different styles of animation to capture life’s essence, what it looks like and feels like. Even the smallest things can take epic proportion in your mind. And, in contrast, we’ve removed all animation/ complication, and kept only real people having a nice, calm time, when we mention Hastings Direct insurance cover.
We launch a new TVC, a new radio ad, a new website and a completely new digital experience and comms with this campaign.
For the radio spot, we’ve turned visual richness into an overloaded sonic landscape.
Client: HSBC Global
Brief: Create the next global HSBC campaign, to be featured in global airport hubs, around the world. From Mexico to the UK. Dubai to Bangkok. This new campaign would be the first execution of HSBC’s new brand line: Opening up a world of opportunities.
Campaign: Open Questions
A series of provocative questions that turn the mundane to marvellous. Designed to help the mind of our international clients and global trotters fly, as they traverse the jet bridges, hopping from one plane to the other. These open-ended questions inspired people to dig deeper, challenge their beliefs and look at the world with curiosity. After all, it’s only when we question what it is, that we can find what could be. That we can uncover bigger and better opportunities. This campaign proved so successful with the internal audience, customers and prospects, that it grew out of the airport geography. And Open Questions became a cornerstone of HSBC’s Global communications.
Client: Avon
Brief: A complete rebrand. Avon was a centennial beauty brand in desperate need of a freshen up. Seen as outdated and cheap, the brand, their products and even their representatives were constantly underestimated. Losing market share and sales. Avon wanted people to rediscover it, to realise that they’re great value for money, a forward facing enterprise with a huge legacy on female empowerment.
Insight: What Avon was going through is what every woman is going through. Low self-esteem, being underestimated, not realising their power. No more. We’re yesterday’s underdogs and we’re reclaiming our spot in the limelight.
Global Campaign: Watch Me Now. A total repositioning on how Avon talks, acts and looks. The first brand line taken by every market and turned into local campaigns everywhere. TV, social, print, digital, long-form film and brochures. And even a global app, My story matters; where we invite women to share and celebrate their stories and we donate $1 for every story shared, to causes and charities fighting for female equality.
Watch Me Now doesn’t stop there - under this new organising thought the brand is now casting models for their stories, and not for how they look. In London, we’ve shot the most inclusive brochure this brand has ever created, taking advantage of being in one of the most diverse cities in the world to find inspiring people that stand for themselves and help inspire others to make their voices heard and their stories celebrated.
Role: Creative Directors
Creative: Oriel Irvine-Wells
Brief: Launched for International Women’s Day 2018 (internal campaign) - now a WPP initiative
Campaign: Fund Femme. (Previously Fund Female). No matter how much we fight to close the Gender pay gap, if we don't also look at how we're spending our money, and on whom we’re investing, we will never reach true financial equality.
Oriel came to us with this great idea about challenging people to only buy products and services from women-owned business for a period of time - a day, a weekend, even a week? Can we live in a female economy?
We’ve worked with her. and the team at Wunderman Thompson. to bring illustration in, as a form of more inclusion and representation, and also create a longer-lasting proposition - by building a digital database of women-owned businesses that could become a tool for everyone.
Oriel kept pushing The Fund Femme idea within Wunderman Thompson and it’s now a WPP initiative.
Campaign links:
https://www.itsnicethat.com/news/wunderman-thompson-fund-femme-graphic-design-040821
Client: Canon Europe
Brief: As part of their “Live For The Story” rebrand, Canon wanted to create a social activation that would inspire brand love in millennials, all over Europe. Canon wanted to become a lifestyle brand; and wanted teens and young adults to think of a camera as a cool accessory that allows you to do justice to all the amazing experiences you’re living.
Campaign: 365 days of Summer.
A pan-european Instagram competition, where people could win a whole year of chasing summer around the world when they share a summer story with us. All they had to do was post a photo on their Instagram, tell the story of that photo in 50 words or less and hashtag it with live for the story.
This campaign ran for 8 weeks, in 19 European markets. 2 weeks in we had already smashed all the KPIs. And, as we speak, someone is going around the world.
Campaign links: https://www.vccp.com/en-gb/work/canon/365-days-of-summer
https://www.wonderlandmagazine.com/2017/05/18/zoe-kravitz-x-canon/
Client: Heist
Brief: Heist claimed they made intelligent tights for intelligent women. They wanted to be a brand that enjoyed and embraced controversy. They wanted a rebrand to become part of the conversation about feminism and body positivity. Dream brief.
Campaign: #whateveryou
We don’t objectify people. We objectify fruit.
We showcased how Heist tights adapt to every contour without having to showcase bodies. We made a point about being inclusive, not just of body types and shapes but also gender (who said men can’t wear tights?).
Campaign links: https://www.rapp.com/case-studies/heist/
Client: Amnesty International
Brief: Increase the number of signed petitions in Portugal
Insight: When you want to help people after a disaster, you can donate blood. If your signature can help others too, surely you should be able to donate it.
Campaign: Give your name to freedom. The world's first signature bank for Human Rights petitions.
Winner of Cannes ACT Tribute 2013
Client: British Red Cross
Brief: Get parents to download the British Red Cross First Aid
Campaign: Get your First Aid #RappedUp
Most ads about First Aid for parents make them feel incredibly guilty and inadequate, for not being able to help their child in a moment of distress or danger.
We wanted to change the conversation and get the first aid message across with a positive tone of voice.
Who better to deliver it than the kids themselves?
