tol

f Br pe
dSna
a

“
Blue.
Ac oolcol
our “
Ov erhe
re,
greyi
s
sof
or
foracoolbr
othe
r” thenewblac
k”
e
ompl
Thec k
ewor
t
 One
.or
g

Br
i
ef
Ra
isea
war
ene
ssof
apol
i
ti
cal
topi
cbyt
heme
ansof
copy
wri
t
ing.

Sol
ut
ion
Ca
mpa
ignsf
ort
hi
rdwor
ldpover
tyar
eofte
nover
looked,s
ofort
hisI
hadt
ocr
eat
epos
ter
stha
t
peopl
ewouldhavet
olookat
twi
ceinordert
oconne
ctwi
t
hit
.

I
dec
ide
dtous
eev
eryda
yquot
esthat
wehaveal
ls
aidat
somepoi
nti
nourl
iv
e s.
Thisme
ant
tha
t
t
hevi
ewer
scoul
dre
lat
etot
hec
a mpai
gnbyev
oki
ngasenseofgui
lt
.

Thepos
ter
swor
kede
xtr
emel
ywel
landt
heambient
me di
awast
hought
ful
l
ypl
ace
dins
it
uat
i
ons
whe
repe
oplewer
eta
kingt
hingsf
orgr
ant
ed.
The
re’
smor
e.
..
 Hov
is

Br
i
ef
Cr
eat
eanupt
oda
tec
ampa
ignt
obr
i
ngHov
isi
ntot
he21
stc
ent
ury
,whi
l
sts
ti
ll
kee
pingonef
oot
in
t
hepas
t.

Sol
ut
ion
Thebr
iefwasadif
f
icul
tone,
Hovishav
enotlonghadare
bra
ndandever
yoneknowsthatHovi
s
pe
rsoni
f
iesnost
al
gia.
Fir
stl
ywehadtogiveHovi
sawe bpr
ese
nce.Weupdat
edt
hes i
t
ea ndcr
eat
ed
a‘MyGe ner
at
ion’
theme,whi
chtai
l
oredt
hesi
tede
pendi
ngonage.

Werancompet
it
i
onsencouragi
ngpeoplet
or e
-enactt
hefa
mousHov i
scomme r
cia
lsoverthe
yea
rst
oencour
agebr
andinte
racti
on.
Thema i
npr obl
emwef ac
edwasbrandloy
alt
y.Sototack
le
t
hi
swecre
a t
edal
oyal
t
yschemei nwhi
chc us
tome rscoul
drede
empoint
sa ga
inst
Hov i
sproduct
s
andotherpri
zes.
“
Any
onee
lsej
ust
get
hunga
ry”
 Our
Bea
nsa
ret
hi
cke
r

Br
i
ef
Cr
eat
eac
ampa
ignt
opr
omot
ethef
actt
hat
Brans
tonbea
nshav
eamuc
hthi
cke
rsa
ucet
hani
t
s
l
eadi
ngcompet
it
orHe
inz
.

Sol
ut
ion

Wecr
eat
edahumorouscampai
gnplayi
ngonthewor d‘t
hic
k er
.’
Branst
onbeanswer
eturnedi
nto
c
har
act
er
sa nds
entouti
nt
otheworl
d.Thea
mbi e
nt mediaprovedthat
whenpl
a c
edwit
hinther
ight
i
nenvi
ronment
,i
tcoul
dcausequi
teast
i
r.Thefoldi
ngesc a
lat
orbeanwasahugesuccess.
“
Thos
ebe
ansa
res
ocut
e”
 Tunnoc
k’s
Br
i
ef
Re
bra
ndTunnoc
k’st
eac
ake
sinor
der
tor
ees
tabl
i
sht
hema
saf
ami
l
yfa
vour
i
te.

Sol
ut
ion
Wega
veTunnoc
k’saf
re
shne
wlookwhi
chi
ncl
udedaf
res
hlogoa
swe
ll
asane
wmi
nta
ndda
rk
choc
ola
ter
ange
.

Thecampa
ignenl
ist
edthehel
poft
hec i
rc
usinor
der
tocapt
urethefeel
i
ngoff
unandex c
it
ement
youha
vewhil
stbei
ngther
e.Ourst
ra
tegywasada
pte
dforTVandr a
dio;i
twa
shugelysucces
sful
i
nper
sua
dingconsumersto‘
Bri
ngtheci
rc
ushome’andhavefunwit
hTunnoc
k’ste
a ca
kes.
Nowsmybi
gcha
nce
,“wa
tcht
hi
s”
 Se
lf
-Br
andi
ng
Br
i
ef
Br
andy
our
sel
fi
nani
nve
nti
vewa
y.

Sol
ut
ion
I
dec
ide
dme r
gemynameandf
ie
ldof
int
er
est
,t
hisi
ssopeoplewoul
dide
nti
fymeasani
ndi
vi
dual
a
ndnotac
ompany
.Thi
si
ntur
nshowsmychara
c t
ert
ra
it
s,whic
hareper
sonal
andappr
oac
habl
e.

Thel
ogoa
ndcol
our
shavebl
ende
dbe a
uti
f
ull
ytocr
eat
eabra
ndide
nti
t
ythat
ref
le
ctsmycrea
ti
vi
ty
.
Mer
cha
ndi
se,
le
tt
erhe
adsandbusi
nessca
rdswer
edesi
gnedt
osendtoagenc
ies
.

I
ame
xtr
eme
lypl
eas
edwit
hmyonli
nepr
esenc
e,asmyblogisl
i
nkedt
oothe
rsoci
al
medi
asi
t
es.
Mybra
ndbookandpor
tf
ol
ioar
ea l
soe
mbe ddedf
ora
llt
osee.
 St
ayc
ati
on
Br
i
ef
Enc
our
agepe
opl
etohol
i
daymor
eint
heUK.

Sol
ut
ion
Ours
tra
tegywa st
oput at
wistont
heusual
sta
yati
onads.
Wea chie
vedthisbyj
uxt
aposi
ngourt
ext
wi
ththei
ma geit
wa sla
idon.I
nst
eadoft
hel
ocal
sencour
a gingtr
ade,ourl
ocal
swoul
dinf
orm
peopleofhowbori
ngthei
rare
aact
ual
lywasandtoldtouri
st
stogoe l
sewher
e.

Thes
tr
apl
i
nes
aysi
tal
l
:I
t’
snowonde
rthel
oca
lswa
nti
tal
lf
ort
hems
elv
es.
 TheBodys
hop

Br
i
ef
Re
ins
tat
eTheBodys
hopa
sthel
eadi
ngpi
one
erwi
t
hini
t
sfi
el
d.

Sol
ut
ion
TheBodys
hopha
dfa
ll
enoff
it
stops
pot
andwasbei
ngr
ele
gat
edbyBoot
sands
upe
rma
rke
t
bra
ndsmovi
ngi
nonit
smark
etsha
re.

Ouranswert
othi
swa ssimpl
e.All
wehadtodowasremindthepubli
cj
usthowmuchmoreThe
Bodyshopdoesbehindthescenes
.Thepost
er
sshowthatnormalhi
ghstr
eets
tor
esst
oponce
youhavepurchase
dtheproduct
,wher
easTheBodys hopkeepsongoi
ng.

Thel
ar
gea
mbi
ent
medi
awe
rec
rea
tedi
norde
rtoe
mpha
sis
ejus
thowmuc
hfur
the
rTheBody
shopgoes
.
“
Il
oveTheBodyShopsc
ocobut
t
er,
don’
tyou”
 “Wai
t!
Be
for
eyougo,
doest
hi
sbi
ki
ni
ma k
emelookf
at
”
 Me
tr
o
Br
i
ef
Cr
eat
eat
ra
nspor
tadv
ert
i
singpost
erca
mpai
gnands
tr
apl
i
netha
tcut
sthr
ought
hev
isua
lnoi
seof
t
heever
ydaycommut
etopr
omot
emetr
onewspape
rs.

Sol
ut
ion
Toc
utout
theambientnoi
seonada
il
ycommut
eisat
oughta
sk.
Theide
astemmedf
romthef
act
t
hatpeopl
eonlyst
optol
ookat
somet
hi
ngwhenthe
ycan’
tqui
t
ema k
eoutwha
t i
ti
s.

Thepos
ter
campa
ignf
eat
ure
dcel
ebr
i
ti
est
hatwerebl
ur
red.
Pas
ser
swoul
dca
tchagl
i
mps
eand
st
opt
ofoc
usonident
i
fyi
ngthec
har
act
er
.

I
nte
rac
ti
vebusstopswerecr
eatedf
orcommute r
stobegi
nreadingthemet
rothuscr
eat
i
ngthe
ne
edtofi
ni
shrea
dingoncethebusortr
ainar
ri
ved.Thecampai
gni nf
ormsoft
hewa yi
nwhic
hthe
metrohel
pstocutout
all
thenoi
seanda l
l
owy outowa keups
lowly.
“
Tha
nkyousomuch
f
ory
ourt
i
me ”