Wednesday, 11 February 2015

It’s a “New Dawn,” it’s a new day, for

Today, we launch the new integrated campaign for It’s our first above the line campaign for the brand since we won the account mid-2014. It goes by the name of ‘New Dawn’ and we’re excited for it to finally be revealed. The first brand TV spot goes live after Emmerdale tonight, on ITV, between 7.25 and 7.30pm. 

It’s fair to say we’ve come up against a few obstacles throughout the development of this campaign - but this is to be expected when you count Wonga in your competitive set, and the industry itself is in the midst of upheaval and regulation from the FCA ensuring that all lenders adhere to strict, new rules to ensure consumers don’t find themselves in serious financial difficulties.

The fortunate thing was, Sunny’s product already adhered to most of these regulations, so the introduction of the rate cap meant the business would be one of the very small proportion of lenders who could still survive. The resolve from the client and the St Luke’s team has been hardy, and we have created a set of ads that we are proud of, and believe stand up strong in setting a new agenda in the short-term credit industry.

The campaign launches our line ‘Tomorrow will be Sunny’ and positions Sunny as a stepping-stone to a brighter financial future.

The TV ads feature a launch ‘Manifesto’ ad to introduce the brand, and two further spots showing how a Sunny loan can help their customers overcome common challenges in every day life, such as Nick and Zoe who are a young couple moving house and Ben, a market trader running his own business. The ads were all shot on location, and the stories are based on insight from research.

To launch the campaign internally at the client’s offices today we organised barmen to go over to their 2 sites and make juicy Sunny mocktails, and sent some delicious branded cupcakes to go with them.

Looks like a lot of fun! Hope there are some leftovers…!

Monday, 9 February 2015

Mark Denton inspires St Luke's

Excitement hit St Lukes on Thursday evening as the agency prepared for the much anticipated talk from advertising legend Mark Denton. Champagne and Heineken (naturally!) were flowing as clients and the man himself arrived. Rocking a checked suit from his clothing label (one of Marks many projects) he took to the front of the audience and after battling a few minor technical difficulties, the talk began. 

We don't want to give too much away, should he come to an agency near you soon, but we were taken on a whirlwind journey of Mark's extensive advertising career. From 7 year old Mark watching his first really memorable TV ad to setting up his own agency and winning numerous awards. Utterly engrossed faces stared up at Mark as we were transported through chapter after chapter of his incredible career, all the while keeping us laughing throughout.

A particular favourite moment came when Mark talked about his most memorable experience with his clairvoyant, Claire from Catford, and the champagne bottle next to him popped its corked completely unaided. This added an even greater sense of mystique around an already mystical part of his talk. Mark has assured us this wasn't set up but we suggested adding it in for future talks! 

It was a highly entertaining talk that has us all gripped from start to finish. Everyone left with something useful to take with them into the advertising world and a new found interest in all things clairvoyant. 

Friday, 6 February 2015


Valentine’s Day is approaching quickly… Raspberry is getting ready to go out with Dark Chocolate, and Toffee and Sea Salt are about to embark on a romantic weekend away…

While those love struck couples are falling head over heels about each other in anticipation of the big day, we at St Luke’s are anticipating a big day of a different kind….the launch of our new Divine print campaign which goes live today!

With so many different brand and flavours of chocolate to try, we wanted to bring to life Divine’s unique flavours by giving them their own personalities. The press ads show the different ingredients in the chocolate meet and fall in love, highlighting what a great match the flavours are together and how irresistible they will taste.

The new campaign line “a love that grows” not only highlights the love you experience for Divine when you try their range of flavours but also reflects the bigger story behind the brand. As a Fairtrade leader and pioneer, they are the only chocolate company that is co-owned by the cocoa farmers themselves – meaning that the farmers are committed and passionate about making the very best chocolate. Their motto “Pa-pa-pa”, meaning “the best of the best” epitomises this virtuous cycle that keeps on improving.

There are so many layers to be discovered within this inspiring organisation, I urge you to dig deeper into the Divine story whilst enjoying one of their 13 mouth watering flavours.