Creative Showcase: SPAR, YouTube Music, IKEA, and more

Our Work

Lucky folk that we are, we’ve been able to work on some incredible creative projects for our clients over the last few months. Here are just a few top highlights:

Celebrating artists on the rise with YouTube Music
As part of an ongoing Programmatic brief with YouTube Music, in London we created the brand’s first ‘Artist On The Rise’ campaign, focusing on upcoming musical talent in the UK. The campaign’s aim is to provide artists with a platform through YouTube Music, allowing them to showcase just how awesome they are.

The first Artist On The Rise was Mabel, known for climbing the charts with her smash hit ‘Don’t Call Me Up’. YouTube Music decided to shout about her next single off the new album, titled Mad Love.

In an astoundingly quick turn around, with just a matter of days from brief to activation, we launched a brilliant piece of creative on Piccadilly Lights, attracting both Mabel’s attention on the ground and PR pick up across print and broadcast.

Keeping the banter game strong for Australia’s NRL
Working with Australia’s National Rugby League, our Sydney team created a social idea for The State of Origin series – an annual best-of-three meet between neighbouring states, New South Wales and Queensland.

Understanding that the passion (and the banter) of the two states is strong, the team used the playful nature of Instagram Stories to fuel the decades-long rivalry and create a series of GIFs for fans to use.

Check out the GIFs by searching ‘NRL’ or ‘State of Origin’ on the Instagram Stickers function.

Getting our #SPARbecue on
Tasked with amplifying the social conversation around SPAR’s competition #SPARbecue, our team in London created a series of paid and organic Polls across the brand’s UK Twitter, Instagram and Facebook channels, asking people to create their ‘Ultimate Burger’.

Focusing on questions such as ‘Halloumi or Cheddar?’ and ‘One or two patties?’, the campaign attracted a mouthwatering 100k votes across the platforms. Here’s the winning combination.

This next campaign was created earlier this year but, given its recent shortlist in the Media category at this year’s Cannes Lion Festival, we thought it deserved another shoutout.

Supporting the National Day Against Cyberbullying with IKEA
To help mark Italy’s National Day Against Cyberbullying (7th February), this year we helped IKEA Italia create #NotInMyHomePage.

To kick off the campaign, our team in Milan hacked the “sensitive content” filter on Instagram and Facebook so that viewers of the launch film would expect to see harmful or violent content – triggering an automatic emotional response.

We also invited the community to join the campaign by adding a special Sticker to their Instagram Stories, encouraging them to kick the cyberbullies out of their homes – both physical and virtual – under the hashtag #NotInMyHomePage.

IKEA stores across Milan and Rome also recreated the concept of the sensitive content with an audio installation inside a showroom teen’s room, hidden by a curtain with the symbol of the sensitive content.