WCRS is part of Engine, the UK’s leading independent communications group. Though headquartered in London, Engine’s expanding global footprint now includes offices in Europe, China, Australia and both the East and West coasts of the United States.
MINI had set itself the bold task of total reinvention for a new audience, in a new era. No more quirkiness. No more cute. Instead, a focus on cutting-edge culture to resonate with MINI’s new target audience: young, creative people with an appetite for what’s new, interesting and different.
One of the first new cars to launch was the MINI Convertible. Our task was to launch the new car with a campaign that would reflect this refreshed MINI brand. The two previous MINI Convertibles had launched with advertising that celebrated an ‘Always Open’ attitude to life. Yet the tech in the new car meant that it promised more open-top driving than any convertible car in history.
Our answer was a nine minute film that demonstrated the benefits of ‘staying open’. Working with Oscar-winning director Joachim Back, we tell the story of Jake, a record-label owner whose fate rests in his ability to ‘Stay Open’.
Cut down teaser trailers provided the traditional length TVC spots, pointing audiences to a hub. There, audiences could enjoy the full film and had the ability to explore features of the car as they appeared onscreen.
NHS Missing Type
NHS Blood and Transplant
Building on last year’s Missing Type campaign, NHS Blood and Transplant has united with blood donor organisations across 21 countries to highlight an almost 30% international drop in people becoming blood donors compared to a decade ago and revitalise National Blood Week, encouraging new donors to ensure blood donation for future generations.
We developed the campaign Missing Type, in partnership with Engine, based on the insight that people rarely think about their blood type. Most of us don’t even know what it is. But what would happen if that ‘type’ were to go missing in everyday life? We put that thought to the test.
Many of the world’s biggest brands, including Google, Coca-Cola, Microsoft, McDonald’s, Santander and Odeon, subverted their brand logos in the name of Missing Type and featured in a new TV advert depicting an eerie, unsettling world where the vital letters of the blood groups A, B and O mysteriously disappear from familiar signs and logos.
The Missing Type campaign has been the most awarded campaign in the UK of 2016 so far, including a Gold and Bronze Cannes Lions, the prestigious Paul Arden Award for Innovation at Campaign Big Awards as well as being recognised at the One Show, Creative Circle and D&AD.
Candy Crush Soda Saga
Candy Crush Soda Saga
Our first campaign for King was a full-scale global ad campaign to launch Candy Crush Soda Saga, the sister title to Candy Crush Saga. The integrated campaign kicked off with a 60’’ brand ad and premium outdoor formats – including Candy Crush Soda Saga buses, trains, taxis and full station dominations.
We also Soda Crushed major cities across the globe – turning London, New York, Sydney, Paris and Berlin #Sodalicious! As well as a dominating presence in online mobile media across Apple, Google and Facebook.
With up to 67% of the adult population in the US expected to see our Candy Crush Soda launch campaign, this is potentially the biggest entertainment launch ever!