Advertising The View from the Shard
The View from the Shard sits at the top of the UK and London’s tallest building, providing unparalleled and spectacular 360-degree views of the capital. Views can see London like they never have before.
Futureproof pitched to win the advertising for 2014, which needed to communicate the high-end and premium feel of the experience, whilst establishing the View from the Shard as a must-see London visitor attraction.
Futureproof devised “High Definition”, a confident, elegant and impactful campaign, which makes the most of the spectacular visuals associated with the View from the Shard. The idea is centred on the fact that the experience is the next-level, ultimate version of London.
Seven months ago, London’s views were standard.
Times have changed.
For the first time, The View allows visitors to experience a richly detailed panorama in high definition, larger than their field of vision. It will define the way they look upon the city.
To see London in high definition, there’s only one View.
So far we have extrapolated this design into two campaigns: for Valentine’s and for a ‘kids go free’ half-term offer
Helping stop fraud
As many as 1 in 7 road accidents are thought to be induced for illicit financial gain. Crimestoppers and the Insurance Fraud Bureau briefed Futureproof to create an advertising campaign to combat this crime, to be used in regional hotspots, as well as a leaflet for a door drop.
Futureproof devised five creative routes for Crimestoppers. The chosen route, “Accident Tomorrow”, highlighted the problem in a simple and inpactful way, using the visual language of road accidents with a twist to make viewers remember the message.
A fresh approach to a classic brand
Hovis conducted a report into sales of their Hovis Homebake product and found that of the 40% of UK households which purchased part-baked bread, they did so only six times a year.
Recognising the need to raise brand awareness, Hovis gave Futureproof a brief to drive trial of the product and increase the frequency of consumers buying Hovis Homebake. The focus was to portray the brand as delicious, premium and unique; benefitting from a long shelf life whilst having the same great taste as freshly baked bread.
Futureproof launched ‘Bread, But Better’, a press campaign focussed on highlighting the benefits of Hovis Homebake over normal bread – a more indulgent, tastier bread, with all the wholesome goodness of Hovis but now even better.
We developed two adverts, ‘Shall I carve?’ and ‘More than just a bit on the side’ for the Hovis Homebake range of bloomers and rolls. The adverts feature Hovis Homebake as the main meal with traditional dinner food relegated to a side plate, emphasising the strength of the bread as a dish in its own right.
The adverts will feature in Tesco Magazine, which was listed as the second largest distribution magazine in the UK last year.
Recognising the community spirit of the Great British Publican
Futureproof was tasked by Enterprise – the UK’s largest leased and tenanted pub company – with creating, developing and delivering an initiative to recognise the great work their Publicans undertake within local communities.
There was a need to drive positive PR, Publican engagement and industry recognition following a series of pub closures and the ongoing decline of the pub trade.
We launched ‘The Community Hero Awards’ to recognise Publicans who make a real difference to the communities they serve. A dedicated website was created that allows Publicans to use their Enterprise login details to gain access and enter the awards.
The campaign has been supported through PR, eRM’s, internal engagement of Enterprise employees and a YouTube video that gives a complete overview of the awards.
Launched in 2012, the inaugural awards ceremony saw 18 regional winners being given £5000 to spend on a community initiative of their choice, with one national winner being awarded a further £5,000 to invest.