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It’s safe to say that the hair and beauty world has never been more saturated, with more and more brands entering the market. So, when it came to creating a new campaign collection for premium hair extensions brand, Great Lengths, with the key objective ‘to create cut-through’ you can imagine how excited we were….
After working with Great Lengths for over two years, we’re pretty clued up on the hair extensions industry. We knew from the offset that we needed to create a collection that evoked emotion, resonated with salons and stylists, but above all, reflected Great Lengths’ leading position within the professional hair extension market.
Our Creative Director Rich and a team of creative minds got together to draw up mood boards galore for inspiration and insights. Different concepts were thrown into the mix until the final creative route was agreed and the ‘Artisans of Enhancement’ was born.
The concept derives from Great Lengths’ proposition that hair extensions are for more than just adding length – they can be used to add volume, create new styles – it’s all about enhancing what you have!
So, as Rich and the team started to map out turning the idea into a reality, TK’s marketing team got to work on organising the two-day photo shoot. We held model castings to find fresh faces, commissioned prop and wardrobe stylists, make-up artists and booked award-winning photographer Guy Farrow, who we’ve worked with on a number of shoots and who was perfect for the job.
The busy but buzzing shoot took place at Guy Farrows studio. The set, which included vintage style furniture, vintage props and a very effective smoke machine, were all used to create a scene reminiscent of the Victorian era. Each shot was intricately styled to present the hairstylist as a highly skilled artisan, preening their customer to perfection.
Once we had the very best shots, the images were re-touched in house to reflect muted, oil painting inspired colours to evoke a historical and classical feel.
The shoot was a great success and feedback from over 1,400 salons in the UK and Ireland has been amazing. The Artisans collection can now be seen on the Great Lengths website and will be hitting leading hair trade magazines in February – we can’t wait to see these stunning images in print!
Take a sneak peek at our behind the scenes video below:
2014 was the year of the viral social media campaign. Here, we’ve selected four of our favourites to share with you…
The ALS Association – Ice bucket challenge
One of the strangest charity challenges yet – this was the hugely successful campaign that saw thousands of people all over the world pour buckets of ice-cold water over their heads to raise money for the charity, The ALS Association.
From the Beckham family to Lady Gaga and George Bush, high profile celebrities joined in on the fun and found creative ways to film their challenges and nominate their friends. This resulted in over 2.4million ice bucket related videos posted on Facebook and 28million people uploading, commenting or liking ice bucket related posts. This was definitely the craze of the summer, as well as helping to raise a tremendous amount of money and recognition for charity.
Cancer Research – No make up Selfie
Love it or loathe it, 2014 was the year of the #nomakeupselfie! A simple campaign that went viral and resulted in Cancer Research UK receiving more than 800,000 donations as a result.
What’s interesting is that Cancer Research didn’t actually start the trend. After seeing a few #nomakeupselfie posts they sent out a tweet to say ‘we’re loving your #cancerawareness #nomakeupselfie pics! The campaign isn’t ours but every £ helps #beatcancersooner” which cemented their place as the charity partner.
Coca-Cola – Share a Coke campaign
Showing that simplicity nearly always works, earlier this year Coca-Cola swapped its iconic logo with people’s names so that we could share a coke with a pal.
The beauty of this campaign was that Coca-Cola made it as personal as possible with more than 1000 names added to their product line and for those who couldn’t find a bottle with their name, enabling us to personalise our own. Not only that, they also gave the public the opportunity to vote for who they’d like to share a coke with, revealing the results in lights in Piccadilly Circus! This idea was so simple and incredibly effective. Genius!
Marc Jacobs - Twitter pop up shop, Covent Garden
Throughout August, Covent Garden hosted the Marc Jacobs Daisy Tweet Shop. The brand utilised its audiences’ love for social media by asking them to swap a tweet in exchange for a Marc Jacobs treat. All customers had to do was share the hashtag #MJDaisyChain to ‘buy’ samples of the three new Daisy perfumes.
The Tweet Shop created the perfect social media hub with a lounge area, drinks and Wi-Fi aswell as a Marc Jacobs nail bar and a live Daisy photo booth and vine booth. We believe that the whole concept worked perfectly – it really reached out to the target audience and created a massive buzz!
We can’t wait to see what more of our favourite brands have up their sleeves for us next year…
Creating cut-through online today is something that all brands strive for. Within the manufacturing sectors, taking a fresh approach to a brand’s digital presence steals attention – and awards, judging by Ideal Boilers and Stelrad’s recent praise for their new websites. Read more about how we refreshed their online appeal…
Re-developing Ideal’s website was a great opportunity for the Turn Key digital team to separate key audience groups in a new way and bring a striking visual identity to a more traditional, manufacturing-based sector.
In today’s saturated online environment, truly engaging with audiences isn’t an easy task. Designing the Ideal site to ensure that it is fully responsive, encourages interaction and attracts and holds visitors’ attention with eye-catching and insightful content has enabled Ideal to achieve this.
Carrie Young, Ideal’s Head of Marketing said, “We are delighted that the hard work of the marketing team and our digital agency, Turn Key has been recognized by the judges of the Construction Marketing Awards.”
Ideal’s website was awarded the prize ahead of EH Smith Builders Merchants, ISG plc, Tobermore and JBA Consulting.
Our client, radiator manufacturer Stelrad, has also received praise for its new website in an independent review alongside 8 other competitor websites in leading trade magazine Essential Kitchen & Bathroom Business.
Turn Key designed, developed and copywrote the site and Stelrad received the top rating with four stars. We were very proud to see that the site’s blend of high quality design, strong tech & development and personable tone of voice was highly commended.
Both sites receiving awards and praise is great recognition for all of the teams involved, and shows that pushing boundaries in the creative, technical development and usability pays off.
There’s no doubt that 2014 has been a milestone year for Turn Key. From opening our London office, to announcing our new presence in Los Angeles, record growth and appointments plus award-winning client work. For a snapshot of the past 12 months, keep reading…
2014 at Turn Key opened with a bang, as our PR team secured primetime TV coverage for premium hair extensions brand Great Lengths on ITV’s This Morning. We created a male-focused campaign, ‘Men-Hancements,’ that tapped into the trend for male grooming and culminated in famous faces from The Only Way is Essex receiving a makeover from celebrity stylist Leo Bancroft. Our campaign also received national coverage in the likes of The Telegraph and the Daily Mail, earned us a PR Moment Golden Hedgehog Awards nomination and is still creating headlines, 12 months later.
Springtime brought the official opening of Turn Key London, and the appointment of Phil Dean as Managing Director. Our office in Clerkenwell has proved to be a great base for us throughout the year, enabling us to engage directly with like-minded brands. With a potential office expansion and further appointments on the cards for 2015, there’s a lot to look forward to!
The summer of 2014 saw an influx of new talent joining Team TK. We welcomed a total of 14 new faces, including two senior appointments – Digital Account Director Tom McCambridge and PR & Social Media Director Emma Streets.
Continuing the theme of growth and expansion, this autumn we announced our new presence in Los Angeles, as we take TK Stateside. Working on hugely exciting creative projects, we’re looking forward to updating you further on our progress and sharing our work in the New Year.
On October 31st, we went all out, taking the Halloween theme ‘Beyond Boundaries’ and transforming our beautiful team into zombies worthy of a Hollywood horror movie set! Our retouching certainly got people talking!
To round up the year, we launched our planning and insight programme, Outhink™ to enable our clients to uncover insight-led, creative strategy based on feedback heard first hand from the very consumers that you will be targeting. Watch our film here to learn more.
Overall, 2014 was a year to remember, but 2015 promises to be even more epic – from Leeds, to London, via LA, we’d like to wish you all a very merry Christmas and a very Happy New Year!
It’s not all mulled wine and spiced apple scents at Christmas time. As the fragrance industry enjoys its busiest season, our Designer, Carl Holderness, explores the perfume brands that are creating a stir this Christmas…
So what can we expect from the luxury perfume houses’ Christmas campaigns this year? Here are a few of our favourites:
Brazilian supermodel Gisele Bündchen is the new face of this year’s Chanel N°5 campaign, #theonethatiwant.
Filling Marilyn Monroe’s shoes following the 2013 campaign is a big ask, but Gisele manages it, and on a surfboard too! I really like what they’ve done with ‘You’re the one that I want’ from the musical Grease. This version of the song is slow and sophisticated, allowing the audience to really take in the lyrics, which are about desire, love, and wanting more. Chanel is one of the most aspirational brands in the world, so I think that this advert represents the brand really well.
‘My Burberry’ features Kate Moss and Cara Delevingne.
Icon Kate Moss joining forces with the most popular model of today, Cara Delevingne, was sure to be a hit with fashion lovers. It’s simple and stylish in line with the Burberry brand and is a classic campaign.
One of the more interesting campaigns I came across recently was for male fragrance, Dior Homme Genesis. This campaign focuses on the product itself and how it is made, rather than distracting us with models. The film combines substance and style and is full of stunning abstract shots in monochrome. Different to the other campaigns, this is definitely one to watch.
2014 has been a year of many firsts for Turn Key – our talented team has grown to the biggest it’s ever been, and we’ve opened offices in both London and LA! To continue with this theme we’re excited to announce our next ‘first’ – Beyond, our brand new TK newspaper…
As our agency has grown, so has the amount of fantastic work that we have produced. This huge bank of stunning creative and exceptional client results has driven us to push boundaries, and create a brand new portfolio to showcase what we’ve achieved for our clients.
We’ve raised the bar with this first issue of Beyond, crafting an opulent publication of our legacy work. Printed on thick, cream stock, embossed with gold & black, fluted foil and a branded seal, and finished with a tipped on dust cover.
Check out the electronic version of our newspaper here, and look out for issue two of Beyond, coming in the New Year.
As consumers, we are more discerning and brand-aware than ever. Our ability to interact directly with brands online and through social media has simultaneously sharpened our senses to ‘marketing speak’ and heightened our connection with brands – our expectations are set high. Marketing Account Director Nicole Levings tells us more …
At Turn Key, we work with a number of challenger brands. Brands that are innovative and dynamic in the way that they do business, but don’t necessarily have the market leaders’ large marketing budgets at their disposal. But does that mean that what they have to say is less relevant and can’t be communicated as effectively?
We don’t think so. More importantly, we know that this isn’t the case, because the people that matter – their audiences, stakeholders and influencers, told us.
This intensity of the brand/consumer relationship means that to truly connect with your audiences, whoever and wherever they may be, we need to create and nurture an emotional bond.
So, by basing your brand campaigns on truths, spoken from the mouths of your consumers, you can develop an impactful message that resonates with your audience’s needs, wants and aspirations.
Outhink is Turn Key’s planning and insight process that delivers just that.
Developing insight-led, creative strategy based on feedback heard first hand from the very consumers that you will be targeting de-risks even the most boundary-pushing concepts and ensures that they are based in truth.
A powerful proposition.
To learn more about how we can tailor our planning and insight process especially for your brand, view the Outhink™ film now.
This month, the highly anticipated annual Turn Key Away Day took place. After top secret planning, which ensured that no plans were revealed until minutes before, the TK team arrived blissfully unaware of what the day held in store. Our PR and Social Media Executive, Adele Feeney, reveals all…
On Friday 7th November, our London and Leeds offices shut up shop, as the team headed for Leeds city centre. The day consisted of six teams, six black boxes, eight challenge envelopes and just one winner!
Challenge 1: Kirkgate Market Sweep! Teams took turns to barter with the market traders to obtain 30 items from a shopping list with just £40, within 30 minutes. Let’s just say, sales of baby octopus and big pants went through the roof!
Challenge 2: Flash Mob! Teams were given various locations, from the train station to shopping centres, to create and film a flash mob. From slow motion ballet to the Full Monty’s ‘Hot Stuff’ in a phone queue, our creative teams weren’t short of ideas!
Challenge 3: Brand Values. Video representations of Turn Key’s values had to be performed by strangers. Our teams were caught on camera fearlessly scaring the public and sharing their love around Leeds by hugging strangers.
Challenge 4: Head-to-head ten pin bowling. All six teams played side-by-side at MFL Bowl with some intense strike action!
Challenge 5: TK Jungle Challenge. An ‘I’m a Celebrity Get Me Out of Here’, inspired game, where grasshoppers, worm soup and dung beetles were on the menu!
Challenge 6: Tick Tock Unlock! Teams had one goal: escape from a room in 45 minutes by solving a series of puzzles and unravelling clues to unlock tens of padlocks!
The final challenge: Dragons Den. Teams were given a budget to buy products from Leeds’ most notorious shopping street to create a brand new product with. Later on in the evening, teams had to present their ideas to a panel of stringent judges.
With the aid of ponchos and our amazing HR team’s planning, the TK away day was definitely one for the records!
Last week saw the biggest UK retail players release their Christmas adverts, with everyone fighting for that Christmas Number One! Here, our Senior Account Executive, Hayley Collingswood, digs a little deeper to see which brands are getting it right…
It’s safe to say that John Lewis has become the new Coca Cola when it comes to launching the Christmas period. This year was no different, with a typically simple notion, ‘The Gift They’ve Been Dreaming Of’. As usual, I think it’s a combination of the beautiful song choice (Tom Odell) and charming filming that does it for me – I have to say the cute penguins help as well! As a Christmas enthusiast, I’m tearful at one watch so that’s another tick in the box for John Lewis this year.
Marks & Spencer
After the success of last year’s M&S advert ‘Magic & Sparkle’, this year offers a slight twist and I’m pleasantly surprised to see it’s not the usual celeb-filled affair. Magic and Sparkle – the two M&S fairies – bring enjoyment during the Christmas period, including zapping the electricity whilst making it snow so all the children play outside. Following the random acts of kindness theme, M&S will be making magic happen up and down the country in the run up to Christmas, supporting the advertising on social media using the hashtag #followthefairies. Enchanting and big-hearted – I like it.
In the supermarket category, it’s Waitrose for me that hit the nail on the head with a less consumer poaching approach. Instead, they focus on their business model and the fact that everyone who works for Waitrose owns a piece of Waitrose and therefore they care. The determination of the girl to perfect the gingerbread despite her initial reluctance, is in the spirit of ‘going all out’ at Christmas, whilst the advice from the shop assistant at each stage cleverly communicates their message. All in all, it’s the notion you want to hear from your supermarket at Christmas – very smart.
It’s also nice to see some of the more premium brands getting involved with the likes of Burberry and Mulberry releasing theirs. Mulberry recreates a gift-giving scene where each present gets progressively more extravagant, until she receives the perfect gift from Grandma – a Mulberry bag. Waving puppies and unicorns fall by the wayside as the lucky recipient celebrates whilst Grandma sits smugly and #WinChristmas flashes on screen. This one’s a nice humorous twist on Christmas, gives it stand out!
But finally, it’s a late entry from Sainsbury’s that has everybody talking. Their representation of what happened on Christmas Day a century ago (in association with The Royal British Legion) is without doubt the most moving and beautiful advert of the year. The question on everybody’s lips though, is should it be so beautiful? After all, WW1 resulted in one of the biggest loss of human life in history. The sentiment for me – finding happiness in the darkest times – is moving and it’s amazing to have Sainsbury’s raising awareness of the sacrifice of so many men and women at such a poignant time. But should it be in the form of a supermarket TV advert, which ultimately aims to get shoppers through its doors this Christmas? The public will decide.
With a passion for travelling and blogging, it’s no surprise that our London Managing Director, Phil Dean, wanted to share his recent cultural visit to Barcelona with us! Here, Phil rounds up what Barcelona has to offer…
On the surface, Barcelona appears to be a sprawling, modern Spanish city that has lots in common with Madrid, Valencia or Seville. But scratch the surface and lots of hidden complexity comes into view.
The Spanish civil war casts a very long, silent shadow over the city. At the very centre of the battle between the government and the rebels, Barcelona wears its history quite lightly but it doesn’t take much for its passion and militancy to reach the surface. Wandering around the city recently on a book club trip, we embarked on an unofficial civil war walking tour that took in some of the key civil war locations in Barcelona. In truth, there is very little to see 70 years later. Where the socialist rebel headquarters once stood, there is now an Apple store and although the hotel that Orwell stayed at is still intact, the Ramblas it overlooks is transformed from what it was in the 1930s.
Manic tourist streets make way for tranquil passageways that, in turn, lead to peaceful squares. Cafes beckon and cool beers are sipped in frosted glasses. Shuttered windows silently survey the blissfully dark streets, designed to take the sting out of the fierce Catalonian summers. Cobbled streets and tiled hallways speak of the city’s history, the ever-present graffiti reminding the visitor it’s actually 2014.
Gaudi’s spectacularly unfinished magnum opus, La Sagrada Familia, sits oddly in a residential district on the outskirts of the city like the unfinished remnant of an alien civilisation. It’s hands down the weirdest and most remarkable piece of architecture I’ve ever seen and never fails to move me. Gaudi died in the 1930s and his masterpiece is still far from finished, but is testament to his wild imagination and feverish vision. The final touch will surely be an elaborate gold leaf kitchen sink on the highest spire.
In stark contrast is the museum of modern art — MACBA. Angular and modernist, the building sits alongside pan tiled rooftops and ancient battlements, seamlessly integrated into the fabric of the city. The collections are willfully obscure and eclectic, challenging, constantly pushing the boundaries of acceptance. Whilst skateboarders noisily take advantage of the plaza outside, gallery visitors amble the airy walkways in an oasis of artistic nonsense.
But ultimately, Barcelona charms. Its sheer scale dictates a district-led approach but if you stay around the Gothic Quarter as we did, you will be well served with masses of tapas or pincho options and cool bars on every back street. The city rewards the patient and serendipitous traveller; try not to plan too much and Barcelona will show you a completely different side.
Read more from Phil’s travel and food blog, Globetroffers, here!