The Lunch Hour Sacrifice
The cost-of-living crisis, an inadequate social security system, and low incomes have thrust 3.8 million UK people into destitution since 2019 (up 61%). Only a few days before launch, England's children's commissioner told us some children are living in "Dickensian" levels of poverty.
The Lunch Hour Sacrifice was a way to try and help.
The thinking was simple:
UK emergency food need: ↑ 94% in the last 5 years
Child destitution: ↑ 88%
1 in 3 food parcels now feeds a starving child.
But the average working lunch break - when most people are being paid to eat, was worth £16.85. That could feed a child for a week.
So, we asked workers across the UK to ask their boss to donate the cost of their lunch break to a food bank.
(That’s your annual salary x 0.0005.)
The best bit was, as a charitable donation from your employer's business - it wouldn't be taxed - even further incentive for businesses to get involved.
Media Company Build Hollywood joined our launch campaign, running our posters all over London.
Design: Catalin Margarit
ECDs: Michael Scantlebury, Al Mills.
Assorted Coverage: Campaign, MediaShotz, Marketing Beat, LBB Online, Ads of the World, The Stable, Creative Rounds, Ads of Brands, Best Ads on TV, BM Outdoor, Creative Brief, Creativity Club, FAB News,
Loop Earplugs - Cult
Bad sleep, bad decisions. Simple.
ECDs: Michael Scantlebury, Al Mills.
Ken Cheng: Chief Chief Publicity Evangelist and Viral Marketing Conversation Architect
As an April Fools' Day joke, we made Comedian Ken Cheng someone rather important at Impero. Then, we 'fired him' just 2 days later.
Impero's reach increased 5000%. Journalists asked if it was legit. People's Mums asked 'Who is Ken Cheng?'
Not bad for a few silly posts. Copycats ensued not long after, which is usually the sign of a good idea.
ECDs: Michael Scantlebury, Al Mills.
Jameson - Tasting Notes
Creative: Beatriz Zambrano
Jameson wanted to show the world it's funny bone for Father's Day, Christmas, and beyond. They were looking for a simple on-pack promotion. We sold them an on-pack, AI Cloud Mega-machine*. It turned Voice Notes about how lovingly absurd your Dad is, into a song, complete with an Irish wink.
*Not the technical name
Coverage: Campaign, MediaShotz, Ads of Brands, Marketing Beat, LBB Online, Roast Brief, Ads of the World, PR Week.
A wee song about how it worked:
