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  • SPOOKY TALES ON THE EDF ENERGY LONDON EYE

    Mon, October 24, 2011

     

    This Halloween, the EDF Energy London Eye is adding value as a family fun attraction by offering a new, interactive element. The story of Wilhelmina the Witch will be told in the capsules, whilst a ‘witchy’ theme will run throughout the experience. 

     

    Farm collaborated with partner agencies Mediacom, Innovision, 20:20 and Hill & Knowlton to create a truly integrated stand out campaign complimenting the on-site activity.

     

    http://www.londoneye.com/

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  • FARM TOP DOG AT VET AWARDS

    Fri, October 21, 2011

     

    Farm were best in show at the recent Veterinary Media Advertising Awards as our campaign for Purina Fortiflora won both the ‘Veterinary Media Advertising Award’ and the ‘Advertising Campaign Award’.

    Fortiflora is a digestive aid for dogs and cats, a sector not traditionally renowned for brands with personality. We pounced on the opportunity to talk to the target audience (vets) in a fresh way. We eschewed the dry, scientific language of category convention in favour of humour. Portraits of pristine pets' bums ensured our ads stood out and gave us the perfect platform to talk about the product's efficacy.  

     

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  • THE LONDON DUNGEON

    Thu, October 20, 2011

     

    The Blades are, ahem, a cut above the majority of Industry awards. Why? Because they're chosen by clients. So when our ‘Bloody Mary’ campaign for The London Dungeon was selected as a Finalist in the Advertising category alongside the likes of Barclays and Nike, we were cock-a-hoop.

    Our aim was to bring a bit of the Dungeon's 'scary fun' to the London Underground by way of their digital poster sites. Portraits of the murderous Queen Mary 1 of England came to life with a hideous face morph shock to make the tube more nightmarish than usual. 

     

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  • WHAT'S YOUR NANDO'S NOISE?

    Thu, October 20, 2011

     

    Nando's isn't just a restaurant brand. It's way too entertaining for that. Consequently, we don't produce advertising, we create content to be enjoyed and shared. Take our latest campaign for them, 'What's your Nando's Noise?'... 

     

    We teamed up with American comedian/beatboxer, Reggie Watts, to find out the noises people make when they think of Nando's delicious, flame grilled PERi-PERi chicken. 

     

    We launched the search online and on radio, showcasing Reggie's Nando's noises and asking people to upload their own at a special Nando's Noise microsite. There they could mix their noises with Reggie's and share the resultant tracks with their friends on Facebook and Twitter. 

     

    In-restaurant collateral encouraged fans to upload their noises even as they were eating!

     

    The best noises were featured in a subsequent burst of radio and online and the people who made them received free Nando's. 

     

    Reggie's launch viral video has been a success on YouTube, receiving over 100,000 views in its first week, inspiring tributes and even featuring on The Huffington Post. The success of the campaign means that we are extending it until the end of the year in a bid to find 'The ULTIMATE Nando's Noise'!

     

    www.nandosnoise.com

     

     

  • Dimensions of a Story

    Tue, June 14, 2011

    Storytelling is the topic du jour. Some would claim to have gone on about this ages ago. (And would be told others had got in there well before that.) But anyway, a fledgling theorem about brand stories has been seeping into discussions across the agency and we’re fast in pursuit of a robust storytelling model. It’s going to change everything you thought you knew about brand essence, positioning, differentiation, and other small stuff like that.

    In the meantime, I’d like to put forward for comment one part of this theorem: the dimensions of a story in the mind of the audience (insert ‘consumer’ here at your own risk). What do I mean by the dimensions of a story? Well, to understand how to create brand stories, we first need to establish how stories are ‘received’ and interpreted by audiences. They will manifest in multifaceted ways, of course, and as we know all too well, stories will be interpreted very differently by individuals. But are there common threads we can isolate? Here follows my attempt:

    1.       Memory

    The best stories are remembered. What is it that makes something memorable? How can brands create memories?

    2.       Emotion

    Emotive stories have more impact, resonance and influence. It’s not just about look, it’s about feel. How do people feel about the brand?

    3.       Knowledge

    What do people know about the brand? Epistemologically speaking, this might be the truth, or it might be what they believe to be true. This is more about functional attributes and what the brand physically does.

    4.       Meaning

    Ultimately, meaning is created through memory, emotion and knowledge. Meaning is what makes a brand personal to someone. And what can make a story last through generations.

    It looks a little bit like this:

     

    Once we know the meaning, the brand story can begin to be expressed. But how we do that is another story.

     

    Marie Maurer

    Senior Planner