With UK beer sales declining and audiences engaging with media in rapidly changing ways, Carlsberg needed a fresh approach to reconnect with audiences. Enter the Fold7 ‘Newsroom’ – a dedicated team charged with injecting Carlsberg creative moments into the everyday.
- Google trends
As part of its major rebrand and repositioning, Gumtree needed a campaign that would inspire people to think more broadly about the areas it could help them with e.g. Motors, Goods for Sale, Houses and Jobs. We developed a unifying thought which establishes a relevant and compelling role for Gumtree in people’s lives and drives them to the website.
If Carlsberg did Substitutions
As official beer of the England team Carlsberg wanted to continue its role as “the great motivator”, asking the nation to dig deep and rally behind our national side. So we introduced the campaign ‘‘If Carlsberg did Substitutions”, substituting mundane everyday moments for something truly unexpected.
Hilton wanted to dispel the misconception that online travel agents offer the best rates and invite travellers to book direct instead. They needed a campaign idea that would drive bookings across its 12 key brands, including premium hotels like Waldorf Astoria and economy hotels like Hampton. Altogether the campaign would span 97 countries and territories across the world.
On a mission to convince new audiences to try their product, Audible wanted to clearly demonstrate why people should fit it into their everyday lives. Our solution conveyed the notion that the intimacy of one-on-one storytelling has a unique, compelling power to draw the listener in – driving new membership sign ups.
Samsung wanted to ensure its new SUHD TV was top of everyone’s Christmas wish list in order to grow the market through the period and increase market share. They needed an idea that would introduce the product in an unexpected way, whilst resonating on a global scale.
Money.co.uk came into the Fold with a big ambition: to move from being Britain’s 6th price comparison website into the top 3 in 3 years. However, with the big players like Compare the Market and Moneysupermarket outspending them by a factor of ten, money.co.uk would need a solution that worked a lot harder and smarter.
With Black Friday on the horizon, Doddle identified a big opportunity to position its simple ‘click and collect’ model front of consumers’ minds. Our response to this was an online film to rattle the frenzy-filled set up, giving shoppers a clear reason to choose the purple parcel people.
James Joice Joins Fold7 as Managing Partner
Today marks a significant day in the Fold7 journey as we announce the appointment of James Joice from Leo Burnett, taking on the role of Managing Partner. James is Client Service Director at Leo Burnett where he has spent the past three years leading the flagship McDonald’s account. He started his career at M&C Saatchi working his […]
Advertising should be about everyday magic
What better job is there than creating little moments of wonder that stop people in their tracks, even if it’s just for a brief moment? Fold7 Founder and Chief Creative Officer, Ryan Newey, discusses the need for everyday magic. When I was a boy, I recall telling my neighbours that I was getting a pet bull. Not […]
Jamie Craven Joins Fold7 as Head of Design
We’re delighted to welcome Jamie Craven as our new Head of Design. He joins us from Havas Worldwide, previously at DLKW Lowe and Fallon, where he held the same position. Jamie’s arrival will see him lead our talented team of designers as well as grow the division, and its importance as a discipline within the […]
Fold7 Launches Unfolded Talks
‘Top 10 VR trends’, ‘The future of mobile advertising’, ‘Content marketing predictions for 2016’…still awake? Much of what’s considered as thought leadership in our industry sounds like a broken record. So here at Fold7 we took it upon ourselves to do things differently. We wanted to find out whether social technologies are bringing us closer […]
Watch Fold7’s Year in Review
Oh, what a difference a year can make. Last year Hilton and Magners appointed us. This year we launched Hilton’s biggest-ever global campaign and relaunched the Magners brand. Last year Marc Nohr joined Fold7 as CEO. This year our leadership team had 4 new additions, all of them being women. Last year we had plans for new […]
My Media Week: Marc Nohr
Campaign magazine follow Fold7 CEO Marc Nohr while he joins the IPA to discuss the impact of Brexit on advertising, sits in on a planning meeting for Carlsberg, teaches his children to cook burgers and more. The article was first published in Campaign magazine. MONDAY It’s the Jewish New Year, so I take my family to […]
Feel Every Word – New work for Audible
Here at Fold7 we’re excited to reveal launch of our new campaign for Audible starring British actors Juliet Stevenson CBE (Truly Madly Deeply, Bend it Like Beckham, One of Us) and Eddie Marsan (Ray Donovan, Jonathan Strange and Mr Norell, Happy Go Lucky). Entitled “Feel Every word”, the campaign aims to convey the notion that the […]
Ideas with Momentum
In 2015, Carlsberg challenged Fold7 to reimagine the iconic “Probably the best” idea for a new generation. This would mean finding a way to connect with an audience whose appetite for content and entertainment seems insatiable, but who often go out of their way to avoid branded messages. Fold7 has been creating ad campaigns for Carlsberg since […]
Fold7 lands money.co.uk account
We’re delighted to announce that money.co.uk has hired Fold7 as its creative agency following a competitive pitch. The task ahead will see us handle brand strategy, creative, and content strategy, positioning money.co.uk as a challenger brand and a trusted alternative in the sector. Founded in 2008 by entrepreneur Chris Morling, the company is independently owned […]
Magners reacts to iPhone 7
Unless you were wiped off the face of the earth a few weeks back, there’s the highly likely chance that you were inundated with news of the iPhone 7 release. Keen to take full advantage of the Apple hysteria, our creatives spotted a tasty opportunity for a bit of reactive marketing. Building on our relaunch […]
Experiential start-up Hyperactive joins the Fold
Determined to provide our clients with the expertise needed to thrive in the noisy 21st century, we’re thrilled to announce the backing of experiential start-up Hyperactive. Led by the former Managing Partner and Head of Experiential at Havas SE Cake, Andrew Casher, its mission statement is to create “brand experiences that can’t be ignored”. Hyperactive […]
The Sprint King – Ben Ducker’s directorial debut
As if fulfilling his art directing duties wasn’t enough to keep him busy, Fold7 creative Ben Ducker has also been hard at work writing and directing his debut film “The Sprint King.” In a typically honest and raw British style, Ben shines a light on the dark and gritty underworld of the “Sport of Kings” […]
Inside the Fold7 offices
Now we’re not ones to boast but when you have an office likes ours, it would almost be silly to not share this goodness with the world. Designed by the extremely talented Paul Crofts Studio and our very own founder Ryan Newey, our open plan space is one to rival many of the winners in […]
Fold7’s leading ladies weigh in on the gender debate
Over 50% of Fold7’s leadership team are women. Diversity is integral to our agency’s DNA and is something that defines us as a 21st century agency. So when Kevin Roberts’ controversial gender bias comments surfaced, our leading ladies were quick to jump in on the debate. Our Strategy Partner Yelena Gaufman argues that Roberts’ comments […]
Content with Ambition
At Fold7, our guiding principle is ambition. It’s the filter that we apply to everything we do. And it’s with that same thinking that we approach content. For us, content with ambition means using the power of ideas and creativity to create something that audiences care about. This might mean them sharing your content, driving them to […]
If Carlsberg did Fruit Machines
“If Carlsberg did Fruit Machines” hits online platforms today – the latest instalment in an incredible run over the past 12 months featuring a custom built chocolate bar and a nationwide Euro 2016 campaign. To continue to bring the brand to life and to connect with their drinkers, we placed a custom-built fruit machine […]