Marketing and communications agency Clarity, launched an Augmented Reality (AR) menu as part of the ‘Be in The Know’ campaign for cocktail bar chain Be At One. As part of the new campaign, the bar has also partnered with Bacardi, to further promote the three secret AR cocktails that are revealed via the app.

Following Be At One’s aim to stay ahead of the market, Clarity were engaged to create a rich, immersive customer experience that reflected its position as an innovator in the cocktail space. The objective was to deepen the in-bar experience and integrate the existing app in order to better engage guests and drive both advocacy and loyalty, whilst also helping to increase Christmas sales and bookings ahead of the busy festive period.

Every October, Be At One refresh the design and branding of their menus and update the selection of cocktails that is available. This year, as part of the evolution, they added a secret menu using augmented reality to enable app users to ‘be in the know’ and unlock hidden content – including secret menus, cocktail insights from Be At One bartenders and access to limited edition, premium cocktails. Customers who have the app can scan an indicated menu page to reveal a secret cocktail that they are then able to purchase at the bar.

The new campaign has been designed to move Be At One further into the experiential space and encourage new visits, repeat visits and loyalty to the brand.

The AR functionality will be launching with Be At One’s festive Christmas menu, available now.

Abby Brockwell, Head of Marketing at Be At One, said: “In a such a competitive market, it’s really important that we work on continually evolving the Be at One guest experience to stay relevant. It’s been fantastic working with the team at Clarity.  They have been critical in helping us develop an innovative use of AR to integrate seamlessly with our rewards platform, in a way that is so true to the Be at One brand and genuinely adds value to our guests experience.”

Jeremy Harvey, Creative Partner at Clarity adds: “We love working with Be At One to help shake things up within the drinks sector. Our new AR activation is another example of the brand’s commitment to innovation, allowing guests to unlock and share secret content, supporting our ‘Be in the know’ platform. We’re looking forward to seeing where this app will take the brand and how it will influence other exciting activations as we move into 2020.”

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Launched today, ‘Turkey vs Potato, The Ultimate Roast Battle’ is Greenpeace UK’s alternative Christmas ad. Inspired by the popular ‘comedy roast’ format and made by agency Nice and Serious, the ad is all about the laughs at first but ends with a serious point about meat and its links to deforestation.

Set in a dingy comedy club, it sees two stars of a traditional Christmas lunch – Turkey, played by Jack Barry (who also wrote the script) and Potato, played by Annie McGrath – locked in a comedy roast battle. The burns are harsh, and the crowd is loving it until Potato takes it too far, exposing Turkey’s dirty little secret.

Turkey has been gobbling up feed most likely grown on deforested land in South America. In fact, 90% of the soya imported to Europe is used for animal feed [1] and two thirds of the UK’s soya is imported from South America, where it is a leading cause of deforestation. [2]

Over half the soya we use in the UK is fed to poultry [3]. Using the Roundtable on Responsible Soya’s own calculator, Greenpeace UK estimates that an area of land the size of Glasgow would be needed to grow enough soya to fatten the 10 million turkeys Brits eat every Christmas. [4]

Chiara Vitali, Forest Campaigner at Greenpeace UK, said: “In our film, Turkey is well and truly roasted. But let’s be clear, this isn’t all his fault. He’s not even that old – 6 months tops – so he doesn’t know any better. But the factory farms fattening turkeys for Christmas will know the feed they use is linked to forest destruction. Supermarkets do, too. Did you really want your roast with all those forest trimmings? We can all make a choice to eat less meat. The world’s top scientists say it’s vital to prevent climate breakdown. But supermarkets like Tesco, Asda and Sainsbury’s, who’ve all pledged to remove deforestation from their supply chains, bear a significant weight of responsibility. This isn’t about switching from one type of feed to another. They need to listen to the science and replace most of the meat they’re selling with plant based alternatives, and they need to do it fast.”

Peter Larkin, Creative Director from Nice and Serious said: “To humorously expose the ultimate Christmas conspiracy, we brought two of the main ingredients of Christmas dinner to life in a gloriously surreal fashion. With the rise in popularity of comedy roast battles, we realised we had the perfect characters to create the ultimate showdown.”

For more information on Greenpeace UK’s campaign to end deforestation, contact Alison Kirkman akirkman@greenpeace.org or call 07896 893154.

For more information on the creative and production process, contact Alex Parvin at Nice and Serious on alex@niceandserious.com or call 020 3735 7274.

Notes:

[1] 90% of soya consumed in Europe is for animal feed (pg 3): http://www.efeca.com/wp-content/uploads/2018/11/UK-RT-on-Sustainable-Soya-baseline-report-Oct-2018.pdf

[2] Two thirds of the soya imported into the UK comes from South America – Argentina, Brazil and Paraguay, where soya expansion is a leading cause of deforestation (pg 68): https://www.idhsustainabletrade.com/uploaded/2019/04/European-Soy-Monitor.pdf

[3] Over half the soya imported into the UK is fed to poultry (pg19): http://www.efeca.com/wp-content/uploads/2018/11/UK-RT-on-Sustainable-Soya-baseline-report-Oct-2018.pdf

[4] 10 million turkeys http://britishturkey.co.uk/facts-and-figures/christmas-stats-and-traditions.html with an average weight of 5.5kgs http://britishturkey.co.uk/facts-and-figures/turkey-history-and-other-facts.html

Using the calculator provided by the Roundtable on Responsible Soya (RTRS) Greenpeace calculated that 10 million turkeys would consume 48,400 tonnes of soya as part of their animal feed mix. This assumes a conversion ratio of 0.88 – the figure the RTRS uses for chicken: http://www.responsiblesoy.org/soy-calculator/?lang=en. This calculator is widely used by companies to estimate the amount of soya in their supply chains so they can buy credits to effectively offset it.

This is a conservative estimate since DEFRA figures indicate turkey has a higher feed conversion ratio than chicken (ie it requires more feed per kilo of turkey than chicken): https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/835758/ghgindicator-7poultrysector-02oct19.pdf).

Survey data of UK supermarkets also found turkey had a conversion ratio of greater than 1: https://www.idhsustainabletrade.com/uploaded/2017/06/Soy-reporting-initiative-Final-IDH-Report-May-2017.pdf

According to the RTRS calculator, 18,000 hectares of land would be required to grow 48,400 tonnes of soya, which is an area slightly larger than Glasgow (17,500 ha).

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• Multi-media campaign encourages people to register to vote by 26^thNovember
• “The most radical political act you can do, is to register to vote” says Lord Simon Woolley Director at Operation Black Vote

On 21^th November, Operation Black Vote (OBV) released a campaign that uses real quotes from politicians to urgently encourage Britain’s disenfranchised youth, particularly Black and Minority Ethnic youth to register to vote.

Created by Saatchi & Saatchi London the hard-hitting awareness campaign highlights some of the controversial words uttered by politicians.The campaign depicts the notion that politicians represent those who vote for them, and therefore, encourages BAME and minority communities to vote so they are fairly represented in Parliament.

The forthcoming election is broadly seen as one of the most important political events in generations. The campaign’s central message is that if BAME communities, and young people in general do not register to vote, others with often controversial views, will speak for them.

OBV is a not for profit, non-party political organisation focussed on voter registration and getting the vote out, political mentoring and nurturing leadership. Its foundations are based on the four pillars of education, participation, representation and equality promotion.

The quotes contain controversial views and statements from politicians which insensitively address issues of race, religion, women, sexuality and climate change.

These quotes are brought to life by actors in real life environments such as bars and restaurants, with the film capturing the stunned reactions of their friends. Actors include Nathalie Emmanuel (Game of Thrones, Fast & Furious), Nadia Rose (British hip-hop artist), Ash Sarkar (Journalist, Political activist), Jermain Jackman (Singer – The Voice UK) and Will Poulter (The Revenant, Detroit, Black Mirror, Midsommar).

At the end of the film the caption reads: “These are real quotes from UK politicians. When you don’t vote, other people speak for you.”

The campaign focuses on the importance of voting on 12^th December and will show a series of billboards up and down the UK showing famous people with an ‘X’ over their mouths, highlighting the importance of having their voice heard.

OBV have also produced a Race Equality Manifesto and ground breaking research highlighting where the BAME vote could be the difference.

Lord Simon Woolley, Director at Operation Black Vote said: “With the nation’s future direction at stake, it’s critical that marginalised communities have a voice in this election. The marginality of so many seats-100- simply means the BAME vote could decide who has the keys to Downing Street.  This is a dynamic and creative campaign that seeks to inspire millions of people to register to vote and finally have their voice heard.”

OBV Co-Founder and Deputy Director, Ashok Viswanathan said: “If we want our politics to look like us, talk like us and come from where we come from; we need to use our voice and our vote.  The first simple, but crucial step is to be registered to vote.”

Commenting on the film, Magnus Djaba, Global President, Saatchi & Saatchi and CEO, Saatchi & Saatchi UK said: “This election is critical to the future of millions of young people across the UK. If they are not registered and so cannot vote they will be letting voters and politicians whose views and beliefs they may disagree with, speak on their behalf. Our work shows this by placing abhorrent quotes from real UK politicians in the mouths of young Britons that would and could never say those things.”

OBV first worked with Saatchi & Saatchi in 2015 on the hard-hitting election campaign ‘If you don’t register to vote, you’re taking the colour out of Britain’.

‘Fakes Views’ is directed by David Allain. He is represented by Hungry Man globally.

–      ENDS   –

credit:

About Saatchi & Saatchi London

Saatchi & Saatchi London is built on our belief, that Nothing is Impossible. This spirit is brought to bear on transformative work for clients including Procter & Gamble, HSBC, EE, Expedia, Kerry Foods and Visa.

The Saatchi & Saatchi network unites 114 offices in 67 countries and 6,500 people. Saatchi & Saatchi London is part of the Publicis Groupe. For more information, visit www.saatchi.co.uk.

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