Client: Mayor of London

Media: Interactive film, print, OOH, and PR.

Role: Executive Creative Director

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Who knew one word would get talked about so much.  Maaate.  We told guys (very successfully) to 'have a word' but now we needed to tell them what that word is.  Behavioural science showed us how to make a non-confrontational word more powerful by elongating the vowels and putting a hard T at the end. 

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Brilliantly simple and effective.  Love it or haaate it (Daily Mail, Laurence Fox, the usual bigots) we can prove it was super effective for our target audience.  Booom.  

 

The craft and science that went into this campaign is insane.  We seeded the word into culture with the help of one of UK's best loved comedians, Romesh Ranganathon, it became a popular GIF on GIPHY becoming a useful tool for inappropriate chat on WhatsApp.  The word was fly-posted across London showing how it can stop inappropriate comments.  And the 'skip' button was repurposed as an educational tool in our interactive film which needed 270 threads to make it a seamless experience - with an average of over 6 minutes engagement per viewing and over 2.5 million views.