Sometimes you just have to take your hat off to others in the industry who are nailing it. At KGA, we pride ourselves on our production expertise, creative know-how, and our work in carbon neutrality. What we love as much as this is seeing others getting it done too. In keeping with those themes, we’ve picked a handful of our favourite work from brands and agencies that we think are really bringing it in that particular area.
Climate Change: Purpose Disruptors, Edelman’s Climate Commitment
We’ve been big fans of Purpose Disruptor’s work for a while now. One of their initiatives that has stood out for us is their #ChangeTheBrief alliance, an initiative to help every agency adopt better work practices and make better sustainability choices. As we argued in this piece, going carbon neutral is a way to both make your internal and external work practices operate better, but are in fact great selling points for the agency and brand. We really appreciate the work Purpose Disruptors do to bring agency folk together and incorporate carbon neutral activity into mainstream day-to-day work.
We were also left applauding the recent commitment made by Edelmen to help clients commit to “climate operating principles” in-line with their own. Beneath the headline that promised the agency would “part ways” with clients, in reality the move aims to be much more collaborative. In the agency’s “Edelman Trust Barometer" report, they realised that some of their clients had no climate change policy at all, and if they were to stand behind their own principles, they should help their clients do the same. We couldn’t agree more.
IRL Production: Ogilvy PR and the Bombay Sapphire Supermarket
One of our favourite productions over the last year has to be Ogilvy PR’s supermarket in the Design Museum for Bombay Sapphire. The reason being, most museums had to close during the pandemic, with many wondering if they’d be able to re-open again. With the museums shut, but supermarkets staying open, the lightbulb moment was to make the Design Museum a supermarket. The campaign included collaborating with several artists to turn “essential” items into artwork, and all proceeds went towards supporting emerging artists. The supermarket was open for 5 days over April 2021 raising £115,000 for the Design Museum and The Emerging Designer’s Access Fund and had over 25,867 visitors online and in store. Crucially, it proved the point that creativity is essential - a fundamental principle we can all get behind.
Virtual Activations: Hope & Glory’s 6 Nations, Sundance Film Festival
The spectre of Covid-19 still lingers over the world, and with omicron having posed a recent threat to the events sector, many events were left yet again having to pivot to a digital approach at the last minute. We know from first-hand experience that producing virtual events is no easy feat.
Hope & Glory however made it look easy, by creating a virtual event for the launch of the 2022 6 Nations. Supporting Guinness, they assembled all the 6 Nations captains and coaches, and hosted 300 media invitees for an online conference. The event had a huge PR impact, with over 1,400 pieces of media coverage and featuring in every major press publication you could drop-kick a rugby ball at.
On the other side of the pond, as omicron cases surged in the U.S., the world-renowned Sundance Film Festival had to make a last-minute pivot from in-person to a more virtual production for the second year in a row. Organisers and sponsors were left having to quickly adjust their plans for their individual panels and events. NPR created a “Storytelling Lodge” featuring interviews with filmmakers and NPR hosts, and major sponsor Acura created the “Acura Watch Party”, with bespoke programming that could take their panels online.
Although there will always be a clamour for in-person events over virtual, regular forays by these organisations and brands will continue to push the needle for audience engagement to create better experiences.
Society & Purpose: Engine Mischief and the Kiyan Prince Foundation
For good reason, this work from Engine Mischief won every award going. Traversing creativity, execution and societal issues perfectly, the #LongLiveThePrince campaign is work any agency would’ve been proud to be involved with. 15 years after the tragic death of promising young footballer Kiyan Prince, the campaign focussed on the footballer he was destined to be. We love how the campaign brought together digital, creating a player in Fifa 21 to reach a very hard audience of young men, alongside more traditional channels like OOH. The campaign raised a year’s worth of donations for the foundation in just one day and 74% of 16-25 year olds surveyed said they’d recommend the foundation to a friend in need.