The NHS as we know it today only joined up under one brand identity in April 1999. Two of the project leads recall the challenges faced – and the benefits of simplicity that every brand can learn from.
A departure from the doom-and-gloom public safety adverts of the time, the COI’s road safety hedgehogs were a friendlier alternative that boosted awareness of the green cross code among children by 87% and helped improve road safety across the UK.
A commitment to data, combined with the campaigning spirit of the Obama administration, helped the marketers behind the London 2012 Olympics build a lasting legacy.
From flower sellers to ice skating priests, the two-decade long campaign propelled Belgian beer brand Stella Artois from sluggish sales into a market leader with a place in advertising folklore.
From grocery minnow with a perception problem to stealing chunks of market share from the ‘big four’, Lidl flipped the script in 2013 by ditching its established leaflet marketing strategy in favour of long-term creative idea ‘Lidl Surprises’.
Rewind 17 years and having faced up to the beauty industry’s “dark side”, Dove knew it needed to break down barriers within the company and wider society if it was serious about championing real beauty.
A strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
Despite getting off to a bumpy start thanks to a riot in Dublin, Green Flag’s £4m push to become the debut sponsor of the England football team paid off in brand awareness during Euro 96 and beyond.
When the iconic channel launched 40 years ago this summer it didn’t just change popular music, it also helped pave the way for a new visual language in advertising, marketing and beyond.
Amid stiff competition from the wider spirit sector, Smirnoff decided to pull out all the stops with a big-budget, old school shoot that brought together helicopters, cranes and some very angry fishermen.
Twenty-five years on, EasyJet’s third employee looks back at how a mixture of bombastic ads and guerilla marketing helped the airline overcome its ‘David versus Goliath’ struggle.
Launched 10 years ago to bring in extra ad revenue for the ailing Independent, the i’s loyal readership provided the launch pad for a much-needed marketing push.
A logistical nightmare but a creative triumph, the ad turned around the fortunes of a troubled multinational and launched the career of one of the industry’s leading talents.
With the ambition to grab consumer attention, GoCompare decided to take on the meerkats by creating a jingle and brand icon that – 11 years later -are still going strong.
Big ideas, human truths and Bob Hoskins came together in this IPA award winning campaign to help BT put itself at the heart of communication.