Case Studies: PR Creative Campaigns

Welcome & Introduction

Ben Smith, founder, PRmoment

Oxfam’s pop-up pub - the Fair Pour, to illustrate that the global tax structure is unfair

David Stitson, director, Hope&Glory

• Why the campaign was launched on the eve of Davos
• Oxfam opened a pub with a difference, where the prices were based on individual wealth
• This was described as a protest in a pint glass
• How dynamic pricing of a pint can reflect the two tier world we live in
• The results of the campaign: Oxfam's pre and post campaign awareness around this issue and did the campaign result in the desired behavior change?

Playing the PR long game: A 7-year campaign which helped easyJet recruits more female pilots

Alex Butler, account director, Taylor Herring

• 2018: Catch Me if You Can – reimagining that iconic scene in the film Catch Me If You Can which epitomised the gender stereotyping in Hollywood movies.
• 2019: Britain’s Youngest Pilot
• 2021: Real life adverts of easyJet’s female pilots
• 2022 Top Gun - easyJet calling all Mavericks campaign
• 2024: Real life Billboards: featuring its female pilots

Frank’s RedHot Sauce and Danny Dyer: A double naughty creative

Hannah Jackson, creative director, Pangolin

• Two spicy campaigns, one simple message - “Kick it up a notch with Frank’s RedHot Sauce”
• After launching the “Flager” for the Euros, Danny Dyer spices up another British staple - fish and chips
• What the campaign was all about, why it worked and the impact
• Why Danny Dyer was chosen as the celebrity

“Lads Holidays”: How to reinvent perceived norms

Taylor Orford, midweight creative, Ogilvy PR

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