the ones that got away
Sometimes the best ideas don't make it to the light of day, but that doesn't mean that they should be celebrated. Sometimes it's budget, timeline, the client throws a curveball or we simply just didn't win the pitch. Sometimes, (in one particular case) it's a governmental policy change that means the idea is now null and void! Below are some of the ones that got away, that I still occasionally pine for.
The WRAP HIJACK
Pret approached us with a really exciting challenge, to help launch their new vegan meatball wrap, whilst also shouting about their numerous veggie options. In the brief, they said they were planning on removing the meat version from sale for two weeks - which sparked an idea and we ran with it. Determined to show that the New Meatless Meatball Wrap is not second best, we decided to anthropomorphise the latest addition. Acting as the protagonist, it would take the original meatball recipe hostage and hijack in-store POS, Pret's owned socials and influencer content.
This included a tease phase, where everything Pret would post would be vegan, without shouting about it. Once the big secret was revealed, our wrap would go on to hijack anything meat based at Pret, scrawling on packaging, defacing Instagrams photos and influencer posts, and creating a series of gifs and stickers so consumers could back The Wrap Hijack.
Whilst the client was blown away by the idea, their budgets were unfortunately cut due to a change in priorities.
This included a tease phase, where everything Pret would post would be vegan, without shouting about it. Once the big secret was revealed, our wrap would go on to hijack anything meat based at Pret, scrawling on packaging, defacing Instagrams photos and influencer posts, and creating a series of gifs and stickers so consumers could back The Wrap Hijack.
Whilst the client was blown away by the idea, their budgets were unfortunately cut due to a change in priorities.
THE X RATED GALLERY
In 2019, The impending Digital Economy Act meant that age checks would be required to access pornographic websites from the UK. Most verification processes involved apps, credit cards and driving licences, or buying a pass from a corner shop. YOTI, on the other hand, utilised age estimation technology, scanning your face via a webcam to accurately pinpoint your age. It would store no data or personal information, and wasn't owned or affiliated with adult sites. We wanted to create a small, intimate art gallery installation in Central London, showcasing the tech and the upcoming policy changes. To enter, consumers would have their faces scanned, with the contents of the gallery changing depending on your age. Those under 18 would find interesting works of art that are age appropriate. However, If you are over 18, a black light would change the artworks to reveal tasteful nudity. Sadly, The Digital Economy Act was dropped, the idea became null and void a few months into development.
DON'T TALK TO ME
Il Makiage are a tech focused beauty brand from Israel, using incredible AI innovations to correctly match your foundation with 98% accuracy - all without ever seeing your face, through a series of sassy, online questionnaires. But in an age of internet shopping, make-up sales still largely live off line.
We came up with a huge London launch campaign, centred around the best part of internet shopping for high maintenance, sassy, women; not having to talk to a single person. Everything would be centred around instant gratification, exclusivity and how technology allows consumers to be maximalist and bold. Our platform, Don't Talk To Me, would be brought to life in a variety of executions, from Men's Fashion Week Teasing, Time Out Wraps and Instant Gratification Pick up points, allowing consumers to order products and get them the very same day.
Post teasing, we would create a show stopping stunt in the window of Selfridges. Using remote controlled robotics, we would host live telebeauty sessions allowing our audience to have their make-up professionally done in London…by an artist in New York. Manchester and Milan. Liverpool and LA. This would be a world-first moment for the make-up industry, spearheaded by Il Makiage.
As a final launch moment, we would fully bring the joy of online shopping to life - creating a retail space, where consumers could shop in peace, with exclusive use of our staff-less space, being guided around by nothing but an AI system and illusionary projections of products.
We lost the pitch, despite asking us to think big, we were so ambitious it scared them!
