Creative strategy

RSPCA Freedom Food – ‘Animal Warhol’

Freedom Food needed to bridge the gap between reality and perception and move away from their animal ‘eccentrics’ / ‘fuddyduddies’ image, towards something that was much more representative of their forward thinking, progressive approach. It needed to have broad appeal, be embraced by the (existing) older membership, and attract new (younger) members.

An ‘Andy Warhol’ style approach was adopted to create ‘stand out’ for the brand and deliver a bright, funky feel that had not yet been explored.The 70’s ‘retro’ styling was designed to engage with an older audience as a ‘take’ on a style of imagery that would be familiar to them from the past, as well as to appeal to a younger audience who would identify with the vivid, iconic look associated with screen and pop idols.

The ‘Animal Warhol’ concept was initially developed for Freedom Food’s stand at the BBC Good Food Show, but was so successful that it was adopted for RSPCA Freedom Food’s key consumer facing literature.

ICAEW – ‘Phobias’

The Institute of Chartered Accountants in England & Wales (ICAEW) needed a platform to launch their newly introduced programme of training and support on International Accounting Standards (IAS).

The campaign needed to engage not just with accounting and financial service professionals but also with senior managers and board members who may be less familiar with accounting practices. It needed to be distinctive and attention grabbing in a traditionally conservative marketplace and be ‘scalable' across a wide variety of sizes in both the accountancy, and national, financial press.

As ‘Phobias' are not a topic you would expect to see discussed in this arena they provided an excellent vehicle for the creative treatment delivering ‘stand out' and getting the message across.The last three letters of Phobias were highlighted so that they were identified with the abbreviation for International Accounting Standards.The list of phobias related to issues potentially associated with the introduction of IAS.The remedy - to get internationally certified in IAS with the ICAEW!

Initial national financial and trade press advertising, along with member communications, generated enough response to fill courses and no further advertising activity was required.