8 October 2019
There were celebrations in Circus House as W picked up three gongs at The Drum PR Awards. Firstly, our emotive campaign with Jaguar Land Rover to address gender bias and promote engineering as a career for young women won the B2B category. Originally, we’d been tasked with a trade campaign, but the film we created resulted in flagship TV features on BBC Breakfast, Sky News and Bloomberg. Who said never to work with kids!
Secondly, our Hotel of Mum and Dad with MoneySupermarket, which delivered the best ever social engagement results for the brand, won the Best Financial campaign. Finally, our work for DNAfit won the award for Healthcare & Pharma. We had identified a new behavioural trait, led by celebrity & influencer culture and faddy diets, which led people to self-diagnose or imagine food intolerances. Backed up by new research we gave the condition a name – Nutrichondria – which resulted in blanket coverage in national media and health titles in the UK and even as far afield as Australia.
Awards season reaches its climax with the PR week Awards on October 15. W is again a finalist for Agency of the Year, an award we’ve previously held and are keen to bring home this year.
Hotel of Mum and Dad being shortlisted in the Financial category, an award we previously won last year again with MoneySuperMarket. Also, our amazing work Women of Camden – The First Feminist Football Shirt – created for Camden Town Ladies FC with Camden Town Brewery helped to raise over £5,000 for women’s rights charity The Fawcett Society. The design-led campaign – which dominated brand coverage on International Women’s Day – is shortlisted Best Use of a Small Budget and, the most prestigious campaign category of the night, Best Use of Creativity.
Remember the Harvest Festival at school when you were a nipper? You’d go home and ask your mum for some tins of food to help those in need. Well, that was all the inspiration we needed when Camden Town Brewery asked us for an idea for an autumnal seasonal lager.
The result is Harvest Hells: a maltier and richer version of Camden Hells with a harvest festival inspired purpose. With one in 10 parents relying on local charities and food banks, we partnered Camden Town has teamed up with The Felix Project to support their mission in helping those experiencing food poverty in the UK.
Camden Town Brewery will be donating 20p from every can of Harvest Hells Lager sold to the Felix Project. To amplify the partnership W and Camden went on the road across the UK for the first ever Can-for-Can initiative where public donations of canned food to were rewarded with a free can of Harvest Hells. The campaign has so far generated 40 pieces of coverage including Metro, Evening Standard, OK!, Time Out, GQ, and the Yorkshire Evening Post.
When The Vegetarian Butcher tasked us with launching their ‘super meaty’ plant-based range, we knew the best validation would come from meat experts themselves – leading us to take over traditional London butcher Hill & Szrok and turn them completely meat-free.
Following a media dinner with brand founder Jaap Korteweg at the shop the week before, we secured widespread coverage for the takeover, including The Sun, Daily Mirror and London listings press.
On the takeover day itself, we ditched all of the traditional meat cuts and transformed the shop into a vegetarian paradise, selling products from the new range for just £1 as well as serving up hot street food samples. London’s top foodie influencers descended on the pop-up to tell their followers all about the takeover, leading to a queue and product sold-out by the end of the day. Possibly the most talked about Butcher since Pat left EastEnders!
We’ve had some exciting wins recently from boutique hotel chain Mama Shelter to the Craft Gin Club. One win that has got the industry buzzing is with Royal Caribbean.
W has been appointed on a retained basis for press officer and as creative leads for a number of high-profile campaigns such as the re-launch of Allure of the Seas, the largest cruise liner to be sailing out of Europe in May 2020 following a £132m refurbishment making it the finest in luxury, entertainment, tech and family fun.
Earlier this month history was made as Nitro World Games athletes performed a gravity-defying, world first stunt, completing a synchronised double backflip train over the spectacular medieval castle at Caerphilly, to promote the Nitro World Games 2020 in Cardiff. Nitro World Games pulled out all of the stops for this never-seen-before stunt, as three of the world’s best riders took to the ramp for the display to perform one of the most difficult and dangerous tricks in FMX history.
W helped launch the event bringing down journalists from BBC, ITV and Reuters, landing the stunt 110 pieces of coverage, including on national online titles, Daily Mail and BBC Sport Online, as well as the stunt being broadcast on BBC News, Sky Sports, CBBC Newsround, and Kerrang! Radio amongst others.
Student culinary life can be tough: first there’s someone nicking your food from the fridge and even if they don’t, chances are you don’t have a clue how to cook it. That’s why Pot Noodle has been a student staple for years and to mark this Freshers Week we had a solution to ensure there was enough for everyone: The Communal Pot Noodle.
A whopping 600% bigger than the standard Pot, the Communal version was one-off creation developed by the bright minds at W. The only way anyone could get their hands on it was a student competition on Instagram, as covered in the Daily Mirror.