Client News

Something old, something new…

Posted by Laura JB July 7th, 2009

To launch Oxfam DIY, the organisation’s new online fashion resource, LBi has created an unique fashion competition with star stylist Mrs. Jones.

Entrants are invited to use materials from their own wardrobe or an Oxfam store and submit a photo of their customized item, modeled by themselves or a friend, to the competition page on Flickr. These entries will then be judged by Mrs Jones herself.

The winning designer will have a one-of-a-kind item created especially for them by Mrs Jones. The top five shortlisted designs will also be featured on the Oxfam DIY website.

Fee Doran, aka Mrs Jones, is famed for her pop star creations, which include Kylie’s ‘Can’t Get You Out Of My Head’ white hooded catsuit and styling for The Killers. Proving just what you can do with Oxfam’s second-hand clothing, Mrs Jones recently styled a photo shoot featuring “real” people modeling unique looks created entirely using garments from Oxfam’s recycling facility, Wastesaver.

Mrs Jones says: “Seeing as I’ve always shopped in Oxfam, creating Oxfam DIY was the perfect opportunity to give something back. It’s a rare feeling in fashion to be doing something ethical, sustainable and worthwhile. We’ve taken a look at people’s attitudes to fashion and consumption, and are giving them the materials, ideas and confidence to create their own looks via Oxfam DIY.”

Sarah Farquhar, Oxfam Head of Retail, says: “Oxfam DIY is about giving people the chance to express their own unique personalities through design. Our range of second-hand clothing offers a wealth of possibilities for creative minds, and this competition will give aspiring designers the chance to have their work seen by one of the best stylists working today.”

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Unique dining experience with ELECTROLUX

Posted by Laura JB July 6th, 2009

LBi launches a unique dining experience for ELECTROLUX

Electrolux have launched an unique dinning experience at the Palais de Tokyo in Paris, combining art with food. Guest will be able to host dinner parties of up to 12 people, catered for by their resident chef. Opening June 5th, Art Home will run for 12 months and also offer people the opportunity to express themselves at a cookery school below the restaurant, with views of the Eiffel Tower. http://www.art-home-electrolux.com/

Everyone is invited to dine at the Palais de Tokyo although it is expected to quickly become a celeb spot. All bookings will be conducted via the website which has been developed by LBi. Electrolux will also be auctioning some of the tickets via the website to the highest bidders, with the revenues going to charity.

French event agency Vaudoo created the partnership between the Palais de Tokyo and Electrolux. LBi and Vaudoo then teamed up to position Electrolux as a brand that enables consumers to express themselves through the Art Home concept. LBi were responsible for the strategy, user experience, design, ePR, CRM, digital media, mobile and social media elements. This ambitious concept marks a continuing trend for brands to create genuine believable consumer experiences in place of advertising.

Tom Poynter, Client Partner at LBi said “this is a fantastic example of where LBi wishes to engage with brands that embrace digital and have a vision that is aligned with our proposition of “Building Believable Brands” online.”

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LBi launches social movement for Refugee Week

Posted by Laura JB May 29th, 2009

The British Red Cross are asking people to pledge their support to refugees by collectively ‘changing their online status’ across all social networks, instant messenger and email during Refugee Week, 15th-21st June.

This is the first time that a charity has created an online movement to pledge support and tackle discrimination via online profiles.

Refugees arriving in the UK are often labeled as a group, saddled with the same “refugee” label and not seen as individuals. To highlight this issue, the British Red Cross are asking us to sacrifice our online identity by ‘changing our online status profile’ to the one uniform “label”, to communicate the message of “looking beyond the label”.

LBi have created a film and an innovative social media toolkit to make sharing this message and changing online profiles easy, compulsive, fun and impactful.

The campaign kicks off with a teaser film presented by Desperate Housewives star, Dougray Scott.  LBi and Agenda Collective created this viral film to broadcast the stories of refugees who have been helped by, and are now helping, the British Red Cross.  The film will be released on 26th May at www.lookbeyondthelabel.org <http://www.lookbeyondthelabel.org>.  This will be run in conjunction with an email marketing campaign calling everyone to ‘change your online status’.

The social media toolkit will include a range of ways to change your status tailored to each of the major social networking and communication platforms including; profile pictures, instant messenger avatars, Twitter hashtag set ups, a bebo skin, icons, blog badges and email signatures. People can respond via Facebook, twitter, MSN, Yahoo! , bebo, blogs and email and share this message with everyone across all social networks and video sharing sites.

Dorothea Arndt, British Red Cross Head of Digital Media, said “Following the success of our digital campaigns last year, we have substantially increased our investment in online, and social media is now a key focus for this year’s Refugee Week campaign.”

The campaign will be the first designed to leverage the online youth supporter programme, Red Recruits, developed earlier this year by LBi for the British Red Cross. The Red Recruits will play a crucial role in using their social networks to spread the message amongst their peers.

The multi-media aspects of the campaign will be supported with a poll of public attitudes towards refugees, seeking to debunk negative connotations around those who seek sanctuary in the UK, to be targeted at print media, and Refugee Week events at Red Cross centres around the country.

 www.lookbeyondthelabel.org

www.redcross.org.uk

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LBi’s SYRUP wins ‘International people’s voice award’ at the WEBBY’s

Posted by Laura JB May 11th, 2009

Syrup’s Hello FRA campaign is this years People’s Voice Award Winner in Interactive Advertising at the 13th Annual Webby Awards.

 Hailed as the “Internets highest honour” by the New York Times, 500,000 people voted for their favourite websites, videos and ads. Syrup Stockholm will pick up their award in New York on 8th June, fans will be able to watch the ceremony, including Syrup’s ‘5 word only’ speech via YouTube.

 Hello FRA is the campaign that introduced digital disobedience to the net. In spring 2008, the Swedish government proposed a new law that makes mass-surveillance of e-mail-traffic, sms, phones, etc. possible of Swedes without suspicions of illegal activity. With the campaign Hello FRA, the little independent newspaper Fria Tidningen, gave people the opportunity to sabotage the new law and join the fight.

 Syrup created a simple standard text that people can put in their e-mails that makes FRA’s computerized search programs react. This will make the FRA’s digital e-mail filters busy analyzing ordinary e-mails, and will make their million-dollar investment worthless. With a simple mail signature people can spread the word through their daily mail communication. The text can be changed randomly with different “dangerous” trigger words.  Without any media investment, the campaign spread instantly,, e-mail to e-mail and blog to blog.

 Fredrik Lundgren, Creative Director at Syrup, “The beauty of the campaign is that it shows that people wish to be part of the message. A very simple way to use the social functions on the net and give people a tool to express their view”.

 Jonas Sandström, marketing director at Fria Tidningen, “The first time I got an email with a Hello FRA-signature in my mailbox from an outside contact; I realized the extent of the campaign.”

 The 13th Annual Webby Awards received nearly 10,000 entries from over 60 countries and all 50 states.

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LBi scoops Best B2B at the Revolution awards

Posted by Laura JB March 25th, 2009

LBi has won Best B2B campaign at the prestigious Revolution Awards for Generation Green and the eco rangers game.  Judges who comprised of senior staff from agency and client side said that the campaign was a “clever initiative to get schools and children engaged with British Gas in a subtle way while educating them on environmental issues in a fun, interactive and playful manner.”  The campaign has been successful – more than 8000 schools (35%) have registered with Generation Green to date and teachers have downloaded more than 13,000 lesson plans and hosted more than 750 ‘green’ assemblies. This means that 3,168,515 children across the UK were potentially impacted by the programme. The popularity of the Green lesson plans with teachers has resulted in British Gas providing over 303,000 hours of learning in UK schools.

British gas wanted to convince schools it is committed to the environment.  During the summer of 2008, schools and their pupils were asked to take part in the campaign with the promise of a reward at the end of the summer term.

Using good versus evil, LBi released a series of five online games over a ten week period to teach the kids about the environment.  The thinking behind the campaign was that children use the internet to try out new things before putting them into practice in the real world. LBi created a fictitious world in which ‘Baron Fossilosis’ had turned human beings into ‘Mindless wasters’. Led by Professor Green the aim of the project was to save the planet.

Global Chief Creative Officer Chris Clarke is proud of the work. “The Generation Green work is close to our hearts at LBi. It’s great to be involved in educating kids on such an important issue and it’s even more enjoyable proving that creativity and technology provide the most powerful way of doing that, especially if you believe as we do, that it’s creativity and technology which will ultimately resolve the climate issue”.

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