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The ‘Disruptive’ Donut

Co-op have recently launched a new campaign which is considered to be ‘disruptive and playful’. The multichannel advertisement features a ‘proper donut’ who ‘loves a bargain and uses a Co-op membership card to gain access to their money saving deals. The ad is hoped to encourage more people to sign up to their membership card. With grocery prices still on the rise, Co-op want to highlight that they have products at a reasonable price and with the addition of a membership card, savings can be increased – ‘even a Poper Donut knows that!’. The ad will be shown across a range of formats including print, out of home and
social media

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“You’ll get square eyes!”

A short film created for the BBC aims to put a spin on an old saying, relating to people’s excessive screen time. “You’ll get square eyes”, used to be a saying which parents would use to encourage their children to cut down the use of screens for example TV and tablets. However, the BBC have created a new campaign which looks to weigh in on this debate, reassuring parents that the use of screens, when used responsibly, can be a powerful tool for children. Screen time for children can help aid their development, especially when it comes to communication, creativity and expressing ideas. The ad itself is a 60 second stop motion video which will be used across social and modified for out of home formats.

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Real or Fake

Ads have become much easier to produce and create over the years, and with AI being introduce more, it allows for ‘fake’ ads to be constructed and published across the internet. Social media platforms allow for content to go viral within hours, once it has been picked up, it takes a few people to start sharing and 24 hours later, it can have millions of views. An example of this is an ad created for Guiness around the Kings Coronation. A creative director had shared a spoof Guiness ad on their LinkedIn profile to celebrate the Coronation, however it was picked up by socials with many believing the ad was real. Although this was a fun, creative idea which had a lot of positive responses, it does create a worry for other brands as this may not always be the case. Brands need to consider how they can protect themselves from copycats, even if the content seems positive.

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PR

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