Behavioural communications agency HeyHuman is launching two new campaigns fronted by Kelly Brook to promote SlimFast UK’s range of meal replacement shakes, bars and snacks.

The ‘Works for me’ brand ads are designed to reinforce the brand’s doable weight loss proposition by showing how SlimFast seamlessly fits into busy, everyday lives to drive brand reappraisal.

The brand ad will be supported by a month long #ICANJAN TV and Social campaign that was launched on 29th December to inspire people to deliver on their New Year’s weight loss resolutions. The social campaign was designed to provide inspiration and support that inspires change at the start, during and after the weight loss journey.  The campaigns mark Kelly’s latest campaign as UK ambassador for SlimFast who had lost two stone since she began her SlimFast journey last October.

Both campaigns are set to rollout through TV, VOD, and social channels.

Hannah Darlington, Marketing Director at SlimFast, says: “SlimFast is all about making weight loss enjoyable and achievable, and this campaign shows how our products can fit easily into people’s everyday schedules – complementing lifestyles rather than limiting them. The inspirational weight-loss journey Kelly has been on with the SlimFast brand makes her a perfect ambassador for our range of meal-replacement products.”

Liz Richardson, Managing Director at HeyHuman, adds; “The New Year is always a time for determined resolutions, and we wanted to deliver a campaign that supports and champions those who want to lose weight this year. The creative, in combination with Kelly Brook’s inspirational presence, will help reinforce the brand’s effective and doable weight loss proposition.”

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Agency HeyHuman has developed a strikingly original campaign for natural pet food brand Natures Menu, which turns traditional pet food communications on its head. To demonstrate this in a memorable and effective way, HeyHuman has built an installation at Cruft’s of a giant 4m tall Poo Bag drawing attention to the campaign.

The idea behind the Poo Bag Challenge is picking up dog poo that is smaller, firmer and less smelly and much less of a challenging experience for dog owners.

Brand ambassadors will hand out free samples of Natures Menu products, as well as leaflets which inform pet owners about the practical benefits of switching to raw pet food products. The aim of the campaign is to encourage people to change their pet feeding behaviour by showcasing a benefit to the owner, as well as their pets.

Visitors will also be able to sign up for a free trial of Natures Menu products via a microsite which they can access during their visit, or online at a later point.

The campaign complements the launch of the new Natures Menu masterbrand, which has been executed by HeyHuman. The agency was tasked with redeveloping Natures Menu’s brand strategy, positioning, tone of voice, and design across the entire product portfolio.

James Langan, commercial director at Natures Menu, says: “With an event as big as Cruft’s, we needed to deliver an activation which would really stand out from the crowd. The Poo Bag Challenge is not only a great way of launching the new masterbrand, but is also a fantastic way for us to champion the practical benefits our products offer to dog owners.”

Liz Richardson, managing partner at HeyHuman adds: “The pet food industry is innovating at a rapid pace, with new products being regularly introduced into the market. Natures Menu has always been a pioneer in producing quality, raw pet food, and it was key to ensure that the brand didn’t get lost in this increasingly competitive climate.

“Traditionally, pet food campaigns talk about the benefit the food has to the pet (shinier coats, better digestion, more vitality and so on) but rarely do they mention the tangible benefits to the owner.  We wanted to flip this thinking on its head, and create a campaign which would really stand out at Cruft’s.”

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Behavioural communications agency HeyHuman has announced the appointment of Liz Brown to the new role of Associate Creative Director, with a focus on online and social media content. Her hiring brings an all-female creative lead to HeyHuman, alongside Executive Creative Director, Shnoosee Bailey, and Creative Director, Carole Davids.

Brown joins HeyHuman with over a decade’s worth of experience at agencies including Doner (as Associate Creative Director), LIDA (Senior Creative/Copywriter) and Karmarama, where she led the social creative drive for Costa Coffee and Onken.

She began her career as an integrated creative copywriter, learning to craft campaigns through all touchpoints of the customer experience before specialising in the delivery of engaging social content, a skillset she will deploy in her role at HeyHuman.

Brown has worked on integrated campaigns for the likes of Boots, Ikea, and Huawei and, in 2017, handled live social content for London, Paris and Milan Fashion Weeks.

HeyHuman’s Executive Creative Director Shnoosee Bailey says: “The social media landscape is constantly evolving and we need someone on board who understands it implicitly to ensure our client campaigns harness the full potential of the medium. Liz is just the person. Her expertise in creating social content that people want to engage with not only answers a brand need; it fits perfectly with the empathetic, human-first approach we bring to every brief.”

Liz Brown adds: “Social wasn’t even a ‘thing’ when my career started, but it’s where so much important work happens today. The idea of building a story over a period of time, over a variety of platforms, is both an opportunity and a challenge that really appeals to me. Social weaves ideas, things and scenarios directly into people’s lives like no other medium can – you can build a brand and create meaningful relationships this way.”

HeyHuman is an independent behavioural communications agency that specialises in brand, content, social and experiential. With around 100 staff, HeyHuman supports the relationship between brands and consumers via a focus on building ‘Human Brands’ and specialisms in brand, content, social and experiential. Current clients include Sony, Unilever, Diageo, Slimfast and Mondelez.

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Neil Davidson  from agency HeyHuman reports back on what film, interactive media, and music festival and conference SXSW 2018 had for the experiential marketer

In a self-contained bubble populated by robots and mechanisation, film, interactive media, and music festival and conference SXSW 2018 was dominated by a surprising theme: empathy.

Talks emphasised the need to tailor our relationships with machines, making them less ‘slave and master’ and more ‘man and dog’, harbouring mutually understanding, empathetic interactions rather than purely subservient ones; and the need to align people and brands on social media, encouraging the latter to use biometrics and neuroscience to engage with users who are typically on autopilot when browsing social channels.

But what does this mean for my own corner of the world, experiential?

At SXSW, it’s almost impossible for standard experiential to cut through the noise. Not only have technophile audiences seen it all before, but brands and agencies must play second fiddle to 5,000 speakers including luminaries such as Elon Musk, Bernie Sanders and Steven Spielberg.

But some experiential events did stand out against the glittering list of politicians, entrepreneurs, filmmakers, and celebrities on the roster.

One of the best experiential panels I saw, Create Magic – 6 Experiential Storytelling Secrets, shared six ways experiential campaigns can make an emotional connection, deepen fan engagement and inspire lifelong brand loyalty. The event highlighted the need to:

• Start in the heart – 90% of all decisions made are based on emotion. What’s the story of your brand in the heart of your audience?
• Know your destination – Think about KPIs, objectives and the change you’re trying to create. Is it action, approach, response or applause?
• Emotional Engagement – All great stories have a central theme. Find your experience’s story arc.
• Engaging all the senses – Expect a 62% increase in impact when using touch alongside sight and sound.
• Create Magic – If you create wonder, phones go away and people engage emotionally.
• Exceptional Hospitality – Think about how the smallest differences can transform an experience and how you can make that happen. A central theme that resonates with a wider audience is crucial for any campaign, and that can be conveyed more effectively via multi–sensorial engagement.

With this in mind, how did SXSW’s three most talked about experiential activations stack up?

Westworld, HBO

You couldn’t have a conversation at SXSW without someone talking about HBO’s Westworld experience. They clearly had an agency budget to die for, but it was more than just throwing money into the desert.

Westworld is a sci-fi drama set in the future, where people ‘live without limits’ in a virtual Wild West theme park. It’s populated by androids, and you can indulge in any dark desire you wish. At SXSW, the town was recreated with 60 actors and 444 pages of script for a 90-minute looping experience. And because Westworld is built for outsiders in the series, the activation genuinely felt like you were there.

It was tangible. Escapist. You chose either a white hat or black hat upon entrance – this determined whether you were a goodie or baddie. It put the keys in your hands. You got to make that choice.

The budget was ludicrous, yes, but it would’ve been nothing without the legwork. It provided the perfect physical and mental escape for jaded conference-goers, allowing them to be a part of something, letting them share that experience over social media long after everything wrapped up.

And yes, we got to keep the hats.

A Handmaid’s Tale Season 2, Hulu

A Handmaid’s Tale was very much SXSW 2017’s Westworld, characters creepily walking around Austin and generally giving everyone the willies.

This year’s striking installations focussed on the central theme of resistance, which dominates the show’s second season. Operating on a lower budget, the framed red cloaks, burning for all to see, stood as symbols of oppression, married with the clever #ResistSister hashtag.

SXSW-goers have come to expect something creepy from the drama. Hulu delivered. It was something real, something you could latch onto, cutting through all the VR smoke. Finally, with #ResistSister, Hulu linked A Handmaid’s Tale’s themes with 2018’s cultural ills, female brand ambassadors displaying the slogan on badges in a nod to #TimesUp.

Imposters, Bravo

Last, but certainly not least, was an Imposters experience from Bravo.

Based on the TV show, which revolves around con artist Maddie and her trio of hapless victims, the experience gave audiences make-overs and manicures. Guests could then take photos in one of three show-based scenarios, creating the illusion of living it up on a private jet, yacht, or at the ice hotel. Basically, anywhere but a car park in Austin.

Pitted against Facebook, whose ‘experiential’ taught people how to make better Instagram posts, Imposters had a savvy take on social media amplification. It was a bit of a jibe, actually, referencing SXSW attendees’ compulsion to show off on social. Very ‘fake it ‘til you make it’, and all the better as a result.

As proven by the three activations I’ve focused on above, this year was a massive win for experiential at SXSW. It hammered home empathy via genuine interaction. Tangibility, giving people a sense of self socially.

When you apply all of this to a wider, culturally relevant context, that is what really counts when connecting brands with people.

Neil Davidson is Managing Director and Managing Partner at independent integrated agency HeyHuman. With around 100 staff, HeyHuman supports the relationship between brands and consumers via a focus on building ‘Human Brands’ and specialisms in brand, content, social and experiential. Current clients include: Sony, Unilever, Diageo, Slimfast and Mondelez.

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Peroni Nastro Azzuro is putting its rich Italian heritage centre-stage in a social media and influencer content-based campaign developed for the beer brand by integrated marketing agency HeyHuman in support of this year’s House of Peroni residency, which is being managed by M&C Saatchi PR.

As part of Peroni’s ‘Infused with Italy’ campaign, the brand whisked three creative minds and three leading mixologists off to the picturesque region of Liguria, to explore new citrus flavours and create three original Peroni cocktails.

As well as creating a set of stunningly beautiful brand and influencer content pieces that live under #InfusedWithItaly, the campaign brings to life Peroni’s Italian heritage and works hand in hand with this year’s House of Peroni residency, a pop-up venue in London’s Shoreditch.

Federico Doldi, a mixologist at the Chiltern Firehouse, was partnered with Nik Southern, founder of East London florist, Grace & Thorn. The pair were whisked off to Liguria, where they explored the Peroni Ambra’s chinotto groves and developed their own chinotto-inspired Peroni cocktail.

The second pair, Mia Johannson, owner of Bar Swift, and George Greaves, a Bristol-based freelance illustrator, were taken on a tour of Genoa, where they discovered the city’s bar scene and visited its famous fruit market, Mercato Orientale, which is renowned for its selection of bergamot. The pair then developed a cocktail using the bergamot fruit and Peroni Nastro Azzuro’s gluten free beer.

Peroni Nastro Azzuro also invited scent experts Niko Drafkos and Paul Firmin from Earl of East London and Davide Manzi, a mixologist at London Edition, to the Italian coast. The team travelled to Sestri Levante, a seaside town in Liguria, and met with a gelato maker to learn about the region’s attachment to lemons. Taking their inspiration from the trip, the trio crafted a lemon-infused Peroni cocktail.

Ben Lock, business director at HeyHuman, says: “Peroni is one of the world’s most popular beers, which has always been known for its style. The ‘Infused with Italy’ campaign was a way to communicate more of the brand’s unique provenance and heritage to a wider audience.”

Each journey to Liguria has been filmed to create a teaser film and three 20-second shorts that will be shared over Peroni’s social channels.

HeyHuman is an integrated, independent creative agency with specialisms in brand, content, social and experiential. Current clients include: Sony, Unilever, Diageo, Slimfast and Mondelez.

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Global food group Mondelez has launched a UK roadshow to back Oreo’s new ‘Discover Your Flavour’ campaign, promoting the new Choc’o Brownie flavour, as voted for by the public, along with the existing Strawberry Cheesecake, Peanut Butter and Cool Mint cookies.

Experiential agency HeyHuman has designed the Oreo Truck’s bold and colourful new look as well as the sampling team’s vibrant branded jackets and tee-shirts, which are complemented by furniture, bunting and signage that will accompany the truck at each stop around the country. The vehicle features colourful flavoursome splashes and images to represent the different personalities of each flavour.

It will be travelling around the UK for six weeks, beginning on 8^th August 2017 and visiting locations such as the Bristol Balloon Festival, Edinburgh Fringe and Fusion Festival in Liverpool. HeyHuman has designed the truck to draw people in and to encourage them to try out a fun Buzzfeed-style quiz app, conceived by the agency to dial up interest and engagement.

Consumers who answer the five personality-trait questions will get to see which of the Oreo flavours they are most in tune with. People take the quiz on tablets provided by staff at the Oreo Truck and can share the results online. They will then receive a free Oreo truffle in that flavour, a speciality treat produced purely for this campaign, plus a recipe card that allows them to recreate the truffle at home.

Katie Bashford, Senior Brand Manager at Mondelez, comments: “Flavours have personalities of their own, and the tastes you enjoy say something about what and who you are as a person. We wanted to bring that thinking to some of the most popular types of Oreo cookies and get people talking about their personal flavours at the same time. HeyHuman has created an exceptional experiential campaign that will bring tasty and Wonderfilled Oreo truffles to thousands of people around the UK and encourage them to learn their own personal flavour.”

Ben Lock, Business Director at HeyHuman, adds: “Oreo is one of the world’s biggest snacking brands and everyone has their favourite one. We’re bringing flavour and personality together and ensuring people around the country have the chance to try, share and discover. Quite simply HeyHuman has created a Wonderfilled, shareable experience to help people discover their Oreo flavours.”

HeyHuman is an integrated independent creative agency of just under 100 people with a focus on building ‘Human Brands’ through its specialisms in brand, content, social and experiential. Current clients include: Sony Xperia, Unilever, Dove, Guinness, Slimfast, Mondelez and P&G Tips.

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