Interviews, insight & analysis on digital media & marketing

NDA Agency News: Creature London, jump!innovation, Journey Further and more

Woodland Trust, the UK’s largest woodland conservation charity, has launched a campaign to fight the climate crisis. Created by Creature London, the campaign coincides with the charitable organisation’s re-brand and repositioning, also done in partnership with the advertising agency. Woodland Trust appointed Creature after a competitive pitch at the end of 2021. Initially, the brief was to help the organisation develop a new brand positioning that allowed them to shift perception from a conservation organisation for the traditional and conservative to one that represents the wide variety of voices that want to combat the nature and climate crisis. The trust also wanted to grow its supporter base, reaching 3% more of the UK population and attract a more diverse audience. That new positioning, ‘Fighting for the health of people and planet with every tree’, firmly places Woodland Trust as a mass brand, speaking to a mass audience about a mass cause. It lives across every element of the trust’s activity: habitat protection, ancient woodland restoration, reforestation, public access, and is a rallying cry for people to join them in the fight for a healthier planet. Creature then worked to develop a new Visual Identity for the organisation that reflected this new positioning. A distinct departure from their previous branding, the new VI embraces boldness, optimism and the energy required to combat the climate crisis while being inclusive and approachable.

Innovation agency jump! innovation has won a global competitive pitch to support Fáilte Ireland in its mission to sustain and grow Ireland as a high-quality and competitive tourism destination. As brand strategy and innovation partner, jump! innovation, will work with Fáilte Ireland – Ireland’s National Tourism Development Authority – to further develop the tourism offering across the country. This will include creating compelling new brand identities and propositions for tourism experiences, identifying and developing new tourism opportunities in sectors including attractions, activities and festivals, and devising insight-led best practices to help Ireland’s tourism businesses – whether small or large – grow to new heights. The partnership is for a minimum of three years.

Brand performance agency, Journey Further, has been appointed as chocolate manufacturer, Ritter Sport’s creative agency to help redefine its brand positioning for 2023 and beyond. Journey Further will work closely with the Ritter Sport global campaign team to define their new brand platform, providing brand strategy and creative direction across TTL marketing. The agency began working with Ritter Sport in 2021 supporting the launch of their limited edition Doc Choco bar. The agency implemented its data-led approach to creative in order to help the brand find their white space in a crowded market, driving memorability and performance. The appointment has seen the immediate pause of all international markets brand advertising so that Journey Further can set a fresh direction. Starting with the UK, the campaign will look to be developed and deployed across all global markets, with the exception of Germany. 

Mediahub, MullenLowe and New Balance have launched Rewards Come To Those Who Run, a targeted campaign designed to inspire runners of all abilities to “runlock” the physical and mental rewards of running. The campaign, which will go live across the UK, Germany and France, is built on the insight that anyone, regardless of ability and background, can unlock the physical and mental benefits of running. The creative will launch across D/OOH followed by Online and Social Video, as well as Digital Display, featuring New Balance lockers as a visual metaphor for the rewards that can be unlocked through running. The motif delivers intrigue and is a unique activation mechanic which can be used across communication channels and brand touchpoints, right through to retail. The Europe-wide campaign, teased by Hypebeast the week before launch, builds on this “runlock” theme with a Strava partnership and the launch of the 30 km in 30 days challenge. Runners are challenged to run 30 km in 30 days to unlock the chance to win prizes, including an entry to the 2023 New York City Marathon, bespoke training sessions from British Marathon Champion, Jonny Mellor, and a selection of New Balance running shoes and apparel. 

iProspect, a dentsu company, has announced it has been named global media agency of record for Zalando, a European platform for fashion and lifestyle. The decision follows a competitive pitch aimed at consolidating all media into one agency group able to accelerate market collaboration and international campaign continuity. It was iProspect’s global scale and the opportunity to increase scope through its dentsu network which initially appealed to Zalando. However, it was the digital-first media agency’s insights, strategy and passion, coupled with deep brand and performance expertise, which clinched the win. As of January 2023, iProspect will be responsible for all traditional above the line media planning and buying in Zalando’s 25 markets, including: Germany, UK, France, Sweden, Italy, Poland and Spain.  This expansion of iProspect’s existing remit will see the media agency working closely with Zalando to help shape the future of retail across the region and beyond.  

Optimum Nutrition has launched its ‘There’s More In All Of Us’ campaign. The world’s number one sports nutrition brand is on a mission to demonstrate that with the right training, nutrition and commitment, anything is possible. ‘There’s more in all of us’ was developed in partnership with creative consultancy Cahill&Partners, who also created a series of multi-athlete films to launch the platform. Creative Content Agency Be The Fox were responsible for producing a series of emotive individual athlete videos from Optimum Nutrition’s roster, sharing how they overcame challenges to achieve the unimaginable in their respective sports. The aim is to inspire consumers who may feel held back from achieving their full potential. The ‘There’s More In All Of Us’ ads will feature on digital, radio and in print. In-store ads, PoS and vending machines will bring the campaign front-of-mind with consumers at point of purchase. They aim to inspire consumers pursuing an active lifestyle to unlock more in themselves. adThe campaign will see activity on social media throughout January, with Optimum Nutrition athletes, fitness influencers and coaches from the Optimum coach programme setting themselves challenges on Instagram and TikTok to encourage consumer engagement and user-generated content creation.