B-corp cleaning products company Method’s brief for The Romans was to create a campaign to ‘shine a light on traditional advertising tropes, call out stereotypical bullshit, bring Method’s values of creativity, diversity and inclusivity to the fore, and drag the cleaning category into the 21st century’.
The agency identified drag artists as the perfect front for the campaign – a community that ‘explores gender identity, smashes stereotypes and showcases unlimited creativity’. What started as a straightforward PR and social brief quickly changed into a nationwide integrated campaign, once the Method chief marketing officer had attended one of the early working sessions and fallen in love with the idea. The drag stars were consequently photographed for print ads, social content and even featured on hundreds of billboards across the UK.
Method partnered charity The LGBT Foundation, funding its entire programme of activities for a whole year, the highlight being an ‘electrifying’ five-night, sold-out charity drag show that scored reams of media coverage. Method described the initiative as "action not badging", helping ‘make the UK a more equal and accepting place’.
The earned media element of the campaign had more than 500 million opportunities for people to see coverage across over 25 national outlets, and Method reported a 31 per cent sales uplift, 100 per cent attributable to The Romans’ work.
Judge's comment
The one I wish I'd have been a part of. Incredible work by The Romans, proving that a good idea can go the distance and make a BIG difference.
Highly commended
The Store of Modern Childhood by W for The Children’s Society
Stab vests for kids, bruise concealer and a networking app called Grooma all formed part of The Store of Modern Childhood, a physical manifestation of the findings of The Good Childhood Report. In just two days, more than 2,000 people visited the store and discovered more about the wellbeing crisis and how The Children's Society is working to help give thousands of children hope. This brave campaign by W put childhood abuse, anxiety and neglect on the agenda – across 28 top-tier news, print and online titles.
Shortlisted
Spice Bus: Only on Airbnb by Hope&Glory for Airbnb
Shelter: #SleepWalkForShelter by The Academy for Shelter
Colgate #PoutFree by Ketchum for Colgate
