Fruit of the Loom: Fresh Gigs

The Fruit of the Loom brand strategy was all about relentless optimism and the ability to start, and stay, happy even outside your comfort zone.

We called it ‘the power of positive underwear.’

So we scoured LinkedIn for those about to start new jobs, full of optimism and possibility and we sent them off with the best possible starting foundation - a great pair of undies.

Coke Zero: Enjoy Everything

The brand truth: Real Coke taste and zero calories. The Millennial audience truth: ‘we want it all, so what?”. The work: Heroes that aren’t afraid to ask for more. Because if you ask, you get. That’s how progress works. A brand with unapologetic swagger.

All summed up in ‘You want it all. We sell that. Enjoy Everything.’

Smirnoff: Pure Potential

A return to Smirnoff’s iconic Magician archetypal positioning, we designed a brand and creative platform that has rebuilt the brand to iconic status and continues eight years on. The brand idea is about seeing potential and giving the audience that dopamine hit from inspiration and rewarded comprehension.

vitaminwater: You’re Up

A brand designed to talk to the Millennial attitude and lifestyle with a hustle mindset and a belief that it’s all there for the taking, but you’ve got to step up and into it. So of course a bus stop should charge your phone. You’ve got places to be and ideas to make.

Turkish Airlines: Widen Your World

Located at the strategic centre of the world, with a rapidly expanding fleet, big ambitions and a brand truth about flying to more cities than any other airline in the world, we positioned Turkish Airlines at the forefront of a new generation of travel and traveller. Launching the new position with Lionel Messi and Kobe Bryant in a ‘selfie shootout’ around the world also landed the brand the accolade of YouTube’s ‘Ad of the decade’.

North: It Calls

A brand reinvention returning a global sports icon to a leadership position with a brand and communication strategy designed to leave people thirsty for more.