A Mega-May Of Creativity At W

18 June 2019

Leading the way with Creative Industries Club


This month saw the launch of the Creative Industries Club, which commenced with a dinner event at Fortnum & Mason attended by 50 leading CEOs and Creative Directors from the broad field of public relations. Founded by W’s Warren Johnson, PR Week Editor-in-Chief Danny Rogers and James Herring of Taylor Herring, CIC was created to bring together the cream of comms to help shape the industry we work in for the better, with further events to follow.



Home of Classics


adidas Originals paid tribute to some of its most foundational silhouettes this month, bringing 10 essential sneakers – both archival and contemporary – into a single collection identified as Home of Classics. The classic footwear pack is a representation of 50 years of the brand’s expertise with white leather sneakers, reimagined for present day. Launched at a two-day event hosted in a townhouse in Soho, W welcomed over 300 media and talent in collaboration with adidas Originals, helping them find the perfect white trainer ahead of the summer months.



Combatting loneliness one cuppa at a time


Over 9 million people suffer from loneliness in the UK and nothing helps bring people together more than a cup of tea. We are delighted to have created the social campaign to help PG Tips launch its #CuppasTogether initiative which will donate the equivalent of 55 million tea bags – one for everyone in the UK. Click here to find out how you can join the movement and help to combat loneliness.



An award win for W and female football fans


It was another award-winning month as our We Are Female Fans campaign with Carabao and This Fan Girl won the Marketing to Women Award at the Holmes Report EMEA Sabres. Last summer we took on the legacy of lads’ clickbait articles and Google SEO by sending images of real female football fans to the top of Google search in place of unrealistic, hyper-sexualised shots of ‘hot female fans’. The campaign was covered by everyone from Good Morning Britain, Sky Sports News to Glamour and Grazia. And one year on, the shots we captured outside Wembley STILL come out top of a Google image search for female football fans. Now that’s a result!



Theresa May need a holiday?


At the beginning of May our beleaguered Prime Minister was looking in serious need of a break from the ‘B word’. So, in our very first campaign for online travel company, Travel Republic, we offered the PM a free holiday to one of its many popular destinations. There was just one catch: Travel Republic held a ‘people’s vote’ so the public could decide where to send her. With options including Bali, Bangkok and Brussels (cruel!), we sent the offer via a giant mobile billboard outside the Houses of Parliament, resulting in a photo that appeared in national media in the UK and Europe. (As yet the PM has yet to take up the offer of a free fortnight in Benidorm).



Strawberry hells forever


We’re working with Camden Town Brewery on its delicious new seasonal range of sustainable beers, and first up is Strawberry Hells Forever. To help give this new brew a boost, we partnered Camden Town Brewery with GrowUp Urban Farms to create the world’s first ever brewery-based vertical farm at its Enfield site. To help tell the sustainability story, Camden Town has installed 200 strawberry plants which will eventually be added to the Strawberry Hells Forever, as featured here in the Evening Standard.



Use your Noodle!


With exam season starting in May, the optimum time for Pot Noodle to play a useful role in student’s lives arose. At a time when students could easily be distracted, we decided to incentivise them by creating the first ever Revision Powered Vending Machine. Appearing in three university libraries, students had to answer an exam board approved question in order to get a free pot– whilst three lucky recipients found a month’s worth of tuition fees hidden in their Pot Noodle.



Didn’t mention the War


To mark the release of an array of war records on the Ancestry.co.uk website, we revealed just how few D-Day veterans – just one in four – ever spoke to their families about the events of June 6, 1944. This was a different generation who, according to the ancestors surveyed, bottled up emotions about what they experienced and who didn’t want to be seen as heroes out of respect for friends and comrades they lost. Our full research was covered in a poignant feature in Metro days before the 80th anniversary of the D-Day landings.