Sixty years since the birth of the first Gen Xer, how have the latchkey generation fared?
ᔕ𝕋ίČк 𝕚𝕋 t๏ 𝕋ℍ𝐞 𝓂𝔦ᗪＤ𝕃𝐞Μ𝐚ⓝ
See how we’re disrupting the luxury beauty market with Beauty Pie
We’re a creative collective that like disruptive ideas. Outrageously successful ideas that get talked about and written about.
Selected works
She Breathes
Client: Asics
Campaign:
She Breathes
Client: Asics
Campaign:
She Breathes
Hate-liking your mates
Everyone has a “friend” who always seems to be on holiday, showing off with a constant stream of pictures in glamourous locations. It’s natural to feel jealous, but etiquette demands a double-tap. Only haters refuse to ‘like’ Instagram photos, others just suck it up and ‘hate-like’. Our latest Captain Obvious spots push FOMO-feeling onlookers to get in on the action, by taking a trip of their own, using Hotels.com’s rewards programme.
Client: Hotels.com
Campaign:
Be There. Do That. Get Rewarded.
Everyone has a “friend” who always seems to be on holiday, showing off with a constant stream of pictures in glamourous locations. It’s natural to feel jealous, but etiquette demands a double-tap. Only haters refuse to ‘like’ Instagram photos, others just suck it up and ‘hate-like’. Our latest Captain Obvious spots push FOMO-feeling onlookers to get in on the action, by taking a trip of their own, using Hotels.com’s rewards programme.
Client: Hotels.com
Campaign:
Be There. Do That. Get Rewarded.
Deontay Wilder
In anticipation for the World Heavy Weight boxing title fight by Deontay Wilder vs. Tyson Fury and to raise awareness of BetStars as a sports book for the event, we were quick to react to real-world boxing conversation when Wilder mistakenly punched (and broke the jaw of) a ESPN burrito mascot live on air. Turning this event into a humorous, revenge based piece of video content nodding to the boxing classic, ‘Raging Bull’, following the mascots training routine on the road back to full health and in support of Tyson Fury – BetStars offered special, boosted odds on a Fury win in support of the mascot.
Client: BetStars
Campaign:
Mascot
In anticipation for the World Heavy Weight boxing title fight by Deontay Wilder vs. Tyson Fury and to raise awareness of BetStars as a sports book for the event, we were quick to react to real-world boxing conversation when Wilder mistakenly punched (and broke the jaw of) a ESPN burrito mascot live on air. Turning this event into a humorous, revenge based piece of video content nodding to the boxing classic, ‘Raging Bull’, following the mascots training routine on the road back to full health and in support of Tyson Fury – BetStars offered special, boosted odds on a Fury win in support of the mascot.
Client: BetStars
Campaign:
Mascot
Fenomenal
Client: George at Asda
Campaign:
Fenomenal
Client: George at Asda
Campaign:
Fenomenal
Breaking walls
Here’s our first, brand new campaign for The Glenlivet – Pernod Ricard’s flagship single malt Scotch whisky – which looks to open up the single malt category to a new generation. At the heart of the campaign is an epic film that takes us on a journey of The Glenlivet’s history of breaking with tradition and celebrates those who aren’t afraid of mixing things up. As we travel from one era in recent history to the next, we watch as each protagonist breaks with a whisky-related convention of the time. Tradition upended, they then literally demolish the walls of the set and a new scene and era is revealed into which the lead boldly steps. Launching the brand’s ‘Original By Tradition’ positioning, the spot pays homage to The Glenlivet’s tradition of breaking traditions, which started in 1824 when the founder George Smith was the first distiller in the Livet Valley to go legitimate.
Client: The Glenlivet
Campaign:
Original By Tradition
Here’s our first, brand new campaign for The Glenlivet – Pernod Ricard’s flagship single malt Scotch whisky – which looks to open up the single malt category to a new generation. At the heart of the campaign is an epic film that takes us on a journey of The Glenlivet’s history of breaking with tradition and celebrates those who aren’t afraid of mixing things up. As we travel from one era in recent history to the next, we watch as each protagonist breaks with a whisky-related convention of the time. Tradition upended, they then literally demolish the walls of the set and a new scene and era is revealed into which the lead boldly steps. Launching the brand’s ‘Original By Tradition’ positioning, the spot pays homage to The Glenlivet’s tradition of breaking traditions, which started in 1824 when the founder George Smith was the first distiller in the Livet Valley to go legitimate.
Client: The Glenlivet
Campaign:
Original By Tradition
Original by tradition
The single malt whisky category looked very ‘same same’; dark, moody and fairly dull. Our brief was to change that up and make it relevant to a wider audience. The result is a brave move forward for The Glenlivet that redefines the whisky category. The visual expression of this is a new brand world, designed to live seamlessly in both digital and print.
The multi-panel design system is versatile and editorial in feel. The system allows different mediums to be combined, with single accent colours – in graphic and photographic elements – unifying each execution. Typography is big, bold, and confident. Branding is delivered solely via prominent packshots. Photography is taken in the moment; these are interesting, diverse people you’d want to hang out with. Boy do they dress well.
Client: The Glenlivet
Campaign:
Original By Tradition
The single malt whisky category looked very ‘same same’; dark, moody and fairly dull. Our brief was to change that up and make it relevant to a wider audience. The result is a brave move forward for The Glenlivet that redefines the whisky category. The visual expression of this is a new brand world, designed to live seamlessly in both digital and print.
The multi-panel design system is versatile and editorial in feel. The system allows different mediums to be combined, with single accent colours – in graphic and photographic elements – unifying each execution. Typography is big, bold, and confident. Branding is delivered solely via prominent packshots. Photography is taken in the moment; these are interesting, diverse people you’d want to hang out with. Boy do they dress well.
Client: The Glenlivet
Campaign:
Original By Tradition
CPB who?
We’re one of the few places that have creative disruption in our DNA. We were born that way.
And when CPB say ‘disruptive’ we mean big, human, emotionally engaging ideas that affect and create culture rather than simply following it. Ideas that real people want to share with their mates and their mums. Stuff that creates buzz in the real world.
It’s a big old world. And it’s full of CPB offices. From America to Brazil, Europe and China. All working together in unique ways for the same purpose. It’s great to be part of it. Have a look at what everyone else is up to, here.
And here are the people who head-up things in London:
Helen James
Managing Director
Dave Day
Executive Creative Director
David Proudlock
Head of Strategy
Latest news
April 2024
Here’s to another month of WNOS – our monthly report where we update you on the latest news, trends and tips in Social & Digital – helping to keep you constantly in the know. We’ve made a few changes to our tried-and-true recipe, and we hope you love our update as much as we do.
Brands have a vital role to play in shaping the conversation around women’s health
In the world of marketing, finding the right balance between purpose and profit has become a subject of ongoing debate. One might wonder what Terry Smith, founder and CEO of Fundsmith, an investment management company, would think about the recent success of the Barbie movie. Mattel’s venture into the theatrical realm aligns with their brand purpose of ‘inspiring the limitless potential of every girl,’ leading to a remarkable 20% surge in their share price since the beginning of 2023. This surge, particularly prominent since late June in anticipation of the film’s release, raises intriguing questions about the interplay between purpose and financial success.
The (other) Climate Gender Gap
Gender is perhaps the dimension of workplace diversity that has improved most over time. But progress on getting more women into leadership roles is at best slow and steady, and at worst those advancements have flatlined. Why, when the correlation between women at the C-suite level and a business’s profitability is repeatedly proven?
Does Gender Diversity Need a Rebrand?
Gender is perhaps the dimension of workplace diversity that has improved most over time. But progress on getting more women into leadership roles is at best slow and steady, and at worst those advancements have flatlined. Why, when the correlation between women at the C-suite level and a business’s profitability is repeatedly proven?
The Age of Age
The argument for more and better representations of mid-life+ women in advertising. As women grow older, they find themselves underrepresented in advertising and feel increasingly invisible to brands. 80% of the UK’s wealth…
Brand Britain, Reimaging Britishness
Three years on from the UK’s formal departure from the EU – and in the middle of a cost of living crisis and endless political shenanigans – we felt it was a…
Brands we’ve changed
