#IOU provides men a means to overcome their difficulty in expressing gratitude. Building on the success of the global #IOU campaign, our Africa spot shows the breadth of the idea and captures the personality of a new wave of youthful, dynamic and optimistic Africa.
Key to this project is the insight that men prefer to express gratitude through physical actions rather than vocalising it. Put simply, actions speak louder than words. In life there are things, which deserve a fist bump, others a knowing nod or even a man hug, and then there are things that deserve a Grant’s. Some actions speak louder than others.
This is a simple story. It’s the journey from the entrance of a bar, through a crowd of familiar faces, until you arrive at the table where your true friends sit. The journey draws a series of increasingly elaborate greetings and male bravado, all delivered with humour, freshness and flair. The film played out across Sub-Saharan Africa in 3 different languages to suit the regions.
Since it launched in 1975, the BMW 3 Series has pushed the boundaries of engineering and set the gold standard in executive cars. In doing so, it’s secured BMW’s role as the nation’s favourite driver’s car, The Ultimate Driving Machine.
To celebrate the 40th anniversary of BMW’s archetypal car, our campaign illustrates each of its six generations since 1975. In each medium – print, OOH, film, social, ECRM, DM – comms consecutively builds to reveal more of the 3 Series story.
In print and OOH, the six models are individually shot and hero’d against clean, bold backgrounds that capture the mood and aesthetic of their respective eras. Dated with typography specific to each era, copy detailed 3 Series innovations and wove them around cultural landmarks from the past 4 decades. Then, using gatefolds, wraps and OOH sites that build consecutively, the 3 Series story unfolds, revealing more with each turn of the page.
In film, a single take showed each generation gracefully make way for its successor. Social rallied 3 Series owners to share images of their prized cars, and a bespoke DM piece detailed the evolution of the 3 Series. Signed off with The Driver’s Car Since 1975, the campaign celebrated 3 Series’ past and future.
BMW has sponsored England Rugby, from its grassroots to the Elite squad, since 2012. In that time, BMW has played a critical role in shaping English Rugby. This year, England hosts the Rugby World Cup, and BMW will remain shoulder to shoulder with the team and nation, as they strive to lift the sport’s greatest trophy in its spiritual home, Twickenham.
The anthem of English Rugby, Swing Low, Sweet Chariot, is a song about deliverance to the Promised Land. Use Swing Low, Sweet Chariot, as our rallying cry and vehicle to galvanise the nation, on a journey along the highways and byways that lead toward Rugby’s Promised Land, Twickenham.
Cinematic in style, this broody 90” film follows a fan’s journey from crack of dawn in the North of England, to the hallowed grounds of Twickenham on match day. The soundtrack is as powerful as the landscape. The rousing chant of ‘Swing Low, Sweet Chariot’ builds while day breaks, becoming a roar as the BMW pulls into Twickenham. The film ends on the line “Some roads aren’t meant to be travelled alone”.
When Ghassan approached us in 2012 it had been trading as a Jeweller since the 19th century. However Ghassan had never established a clearly defined brand, nor had it ever directly communicated with consumers. All that was about to change. Under the direction of CEO Ibrahim Al-Nemeer, the ambition for the brand was as bold as it was inspiring: Establish Ghassan as Jeweller to the Middle East’s brightest, most beautiful women and extend its reach across the Arab world.
Through a series of market visits and a three-day workshop with Ghassan’s Board and Design team, we gained a critical understanding of its audience, values and crucially, the culture in which it operates. In a region where women are uniformly veiled, we set out a noble purpose to empower women to SHINE, revealing their true beauty, character and personality.
We developed a multi-media campaign, including a TVC and touch-first website. The campaign provides a glimpse of women at their most confident, relaxed and self-expressive. It illustrates that when women know who they are and adorn themselves in Ghassan, they SHINE. Rather than simply showing women wearing beautiful jewellery, the film portrays a pianist, a painter and a writer creating something deeply personal. Their choice of jewellery becomes an expression of who they are.