Far from a lazy end of summer at W

17 September 2019

From a shocking ‘back to school’ pop-up, to recoupling Tommy Fury with Molly-Mayo, it’s been far from a lazy end of summer at W.

 

Store of Modern Childhood causes a sensation

When we were appointed by the Children’s Society to amplify the findings of its annual report, we delivered a provocative idea to bring the shocking statistics around bullying, violence, low self-esteem and mental health to life.

In response, we created the Store of Modern Childhood, a pop-up manifestation of the fears, tensions and often unseen reality of growing up in Britain today. Featuring everything from stab vests for children, cosmetics to cover the signs of violence and self-harm, through to a social networking app called Grooma, the pop-up in Baker St stopped passers-by in their tracks.

The agenda-setting campaign generated over 50 pieces of coverage including Mail Online, Sky News, Channel Four News, London LiveEvening Standard,  The GuardianThe DrumMetro, Campaign and even The Church Times.

 

From Molly-Mae to Molly-Mayo

As avid fans of Love Island when we heard that contestant Tommy Fury consumed half a jar of mayonnaise a day, we knew he was a match made in heaven for Hellman’s. Who needs Molly-Mae when you can have a dinner date with Molly-Mayo?

The result was a cheeky content campaign produced in-house at W. It sparked a frenzy when launched here on Tommy’s personal Instagram channel, where it’s achieved almost 1.4m views. Meanwhile, the The SunMetroDaily Express, Daily Star and  OK! covered the comedy clip ensuring maximum eyeballs and awareness – without a penny spent on media placement.

 

Valkommen till Papa Johan’s

When Papa John’s told us they were introducing cinnamon scrolls to its menu, we decided to pay homage to the Swedish origins of the pastry – and gave Papa John’s a Scandi-hipster makeover. Welcome to Pappa Johan’s: a Swedish coffee shop pop-up at Portobello Market offering thousands of free scrolls to lucky Londoners.

We also hosted a masterclass evening with Papa John’s head of R&D Tom Allen, inviting top tier foodie influencers to learn how the cinnamon scrolls are made and share the fun with their followers. It really was Papa John’s as you’ve never seen it before, with the team achieving widespread LDN listings coverage, a feature piece on Mirror Online and Campaign.

 

Levi’s takes centre stage at Reading

As part of our seeding suite service for Levi’s, W’s Talent Team ensure that we pair product with the hottest celebrities and influencers. Thanks to them, Levi’s practically owned the stage at Reading Festival.

Frank Carter stole the show with an unmissable performance, sporting an incredible custom-made Trucker jacket, with indie band You Me At Six following suit playing in their Levi’s to over 80,000 festival goers. Not only did the main stage have a double dosing of denim, but not to be outdone the BBC Radio 1 stage saw Sundara Karma, BLOXX, Sea Girls and Cassia all showing off their favourite Levi’s pieces, and even BBC Introducing seeing FEET in their classic 501s for the weekend. Seen across BBC iPlayer and countless Instagrams, the weekend was a denim dream.

 

Hotel of Mum & Dad: The Return

We worked with MoneySuperMarket to revisit the award-winning Hotel of Mum & Dad for a second year. With 4.5m grown ‘children’ returning home to live with their parents, our latest study revealed the ‘HOMAD’ economy has skyrocketed 83% in just one year (all those unpaid roast dinner and laundry bills stack up).

The coverage was exceptional: a feature on BBC News online was the most viewed news piece of the day (beating Brexit and The Ashes) and other hero pieces included The Sun, Daily Mail, Daily Mirror, Daily Telegraph and House Beautiful.

 

World War Who?

Prime Minister Neville Chamberlain declared war on Nazi Germany on September 3, 1939. To mark the 80th anniversary of this momentous event, we put the nation’s historical knowledge to the test for Ancestry.co.uk. They failed.

Our study revealed the majority of Brits incorrectly believed it was Winston Churchill who declared war (he became PM May 1940). Even more alarmingly, over one-in-ten believe our current Queen, Elizabeth II, was on the throne and a similar number for Queen Victoria. The stunning stats resulted in print coverage in The Sun, Metro, Mail on Sunday and even made the front page of the Yorkshire Post.

 

Who’s up for a cheeky Armenian?

It’s been a busy summer with OpenTable. Having already created the Edible Map of London featuring an array of favourite global cuisines, we zoned in on the lesser-known cuisines the capital has to offer. The result was LDN 195, a two day pop-up with a menu featuring dishes from the likes of Romania, Slovenia, Goa, Polynesia and Armenia. Needless to say, the barbecued khorovats went down a storm. The activation attracted over 100 foodies and resulted in 25 pieces of coverage including Stylist, Conde Nast Traveller, SheerLuxe and Culture Whisperer.