M&S supply gas and electricity under their brand M&S Energy.
And with M&S Energy relaunching in early 2020, a total rehaul of the brand was naturally called for.
So, M&S went to Shopper creative agency Whippet, who came up with the new brand platform of ‘feel-great energy’ and the 'smiley doodles' designs.
However, to spearhead the re-launch and to introduce ‘feel-great energy’ to the public, a brand-spanking new national campaign was required - this is where I came in.
After in-depth strategy work, the creative territory of ‘Bright Side’ was drafted.
It was intended to fill M&S Energy's different content buckets and benefits.
From 'Bright Side', came the proposition, and tagline to ‘feel-great energy’ - ‘Live Life on the Bright Side’.
This was also devised to be able to be flexed (eg Cook on the Bright Side) for different scenarios and communication channels like OOH, POS, press, social and online.
We also came up with the illustrations layered on the images to represent 'Living on the Bright Side'.
This is how it worked in OOH 6 Sheets:
And in Press...
We also ran competition versions which got the campaign going.
Here they are in-situ...
‘Bright Side’ also came to life on the radio with a 30 second advert written by myself.
Called 'Cooking', it was recorded at Gramercy Park Studios, Soho and starred Corrie’s Kate Cavanagh and Killing Eve, Gavin & Stacey and 1917’s Adrian Scarborough.
Here's the script...
The whole process from creative territory building to going live with a national campaign, took under a month... Plus I got to meet Katy Cavanagh and Adrian Scarborough!
