The W Chalmers Offensive

22 August 2019

From Bringing Judith Chalmers out of retirement and unleashing the Marmy Army on the Aussies, it’s been a busy month at W.

Drum Awards: the magnificent seven

To kickstart this month’s news, we are super-excited to announce that seven of our campaigns for seven clients have been shortlisted in seven categories for The Drum’s inaugural PR Awards.


To save you rummaging through the shortlist, here’s the full list of categories: Travel and Tourism for British Airways; B2B for Jaguar Land Rover; FMCG for PG Tips; Social for Pot Noodle; Earned Media for; Financial and Professional Services for MoneySuperMarket and Healthcare and Pharma for DNAFit.


To top it all, W is also a finalist for The Drum’s PR Agency of the Year. That takes our tally to magnificent eight (but why ruin a decent headline!).


Woke You Were Here

With summer holidays in full swing, the Travel Republic team brought 1980s TV travel icon Judith Chalmers out of retirement for a one off special: Woke You Were Here. This was in response to our study into the trend for more ‘woke’ and ethical holidays. We revealed Brits are now more likely to seek resorts offering mindfulness, yoga and sustainability over eating, drinking and nabbing sun loungers at dawn. It seems a third of us are even offended by suggestive cocktail names such as Sex on the Beach and Porn Star Martini.


With that in mind the creative team at W produced a short film with Judith to dramatise the changing British holiday. The campaign was launched with a live studio piece on Good Morning Britain, and widely covered across national titles such as The Sun, Mail Online and a full page in the print edition of Metro.


Adidas Ozweego

For the relaunch of Adidas’s newest Ozweego sneaker, we worked up a rewind to ’98 and the year it was first created. Thanks to a combined effort of Creative, Studio and the PR teams, we created a two week campaign that first saw us deliver a mp3 invite, complete with recorded pirate radio announcement and an exclusive Garage mix before hosting a raucous party at the brand’s Hanbury Store.


Customers and media were glowing and some of those that received the mp3 invite in customised designed box said it was the best party announcement they’d ever seen.


Unleashing the Marmy Army on the Aussies

With the Ashes underway, we decided to convert Aussies fans to the superior ‘…mite’: Marmite. Who’d have thought when we deployed the Marmy Army at the first Ashes test it would’ve provoked Vegemite to bite back – and kickstart some international food-spread based sledging? Well, we hoped it would.


Our cheeky Marmy Army stunt prompted Vegemite to take out a full-page advert in the Daily Mirror, and Marmite responding in kind with an ad of its own. So far, the war of words has achieved widespread coverage both in the UK and Down Under in the likes of Lad BibleDaily StarFox Sports and The Sydney Morning Herald.


Only two tests in we’ve also recruited a number of patriotic celebrity England / Marmite fans to join the Marmy Army, including Jack WhitehallPhilip SchofieldJonathan Agnew. While England may not be winning on the pitch, we’re winning the war of the spreads off it!


Edible billboard: a bitesize tour of the culinary capital all in one place.

OpenTable’s mission brief for Summer 2019 was to own the London restaurant landscape. With this in mind, W created the capital’s first edible map based on the capital’s culinary diversity. W championed this food for thought by giving Londoners a chance to ‘taste’ the capital’s boroughs.


The edible map, which was stationed outside Kings Cross station, featured a selection of dishes from around the world paired with the boroughs in which they’re most associated with. The activation saw over 400+ consumers come down to get a ‘taste’ of their area. Securing over 15 pieces of coverage including The DrumEvening StandardReuters, LBC, Heat WorldThe Handbook and more.