Carlsberg sent six strangers with no prior construction experience, to a hidden slate quarry in Cornwall, where they built the world’s first waterfall-powered pub and were introduced the Danish way of living. Build the Danish was designed to give Carlsberg’s UK audience the ideal introduction the Danish values of simplicity, directness, and open communication. By […]
The new brand idea – when life moves, make your Rightmove – positions the brand in the emotional territory of moving home, rather than buying property. Through various stories, we impart the simple but powerful thought that as life changes, our home should change too. The campaign launched with Life’s Step’s – the story of Graham’s […]
Our new campaign for Gumtree, ‘Turning Points,’ is the latest illustration of how the app is about more than transactions, it’s a tool for seizing opportunity in times of change. As our lives grow and progress, our needs for space, goods and services change in turn. From trying a new hobby to welcoming a new […]
Hej! Velkommen to the Danish way – the campaign celebrates the Danish approach to life. Meet our philosopher and great Dane Mads Mikkelsen. His sage advice and stylish demeanour embodies Carlsberg’s new premium, Danish attitude. Through film and a comprehensive social calendar, he advocates a better, more balanced way of being.
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.
For the launch of Somersby Cider in the UK, the client wanted an ad campaign that would celebrate their real apple credentials. Specifically developed for the UK market and with a balanced, refreshing taste designed to appeal to both male and female consumers, Somersby needed a campaign that would resonate with this audience and that was full of British charm and humour.
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.
The CoppaFeel! campaign encourages women to regularly touch their boobs in order to detect unusual changes that may signify breast cancer. In order to increase confidence in self-checking, we decided to focus on the other body part involved– our hands. Without noticing, we use the sensitivity of our touch every day. It tells us whether […]
Homebuyers, especially first-timers, find navigating the mortgage market both daunting and complex. Yet there are some who effortlessly make even the most complex of life’s transactions seem straightforward. The new ‘Glide’ campaign features Darcy the swan. It dramatises the way those of us smart enough to have L&C do all the mortgage legwork, can breeze […]
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.
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.
When Nike was going to launch a new range of swimwear, they asked us to consider how they could take on their major competitor, Speedo. We focused on the product truth that the material used to construct the garments had minimal drag, and created a campaign based around the line ‘zero resistance’ featuring Olympic and Commonwealth swimmers.
Fortnite has 125 million players – so are we looking in the wrong places for our audiences?
Gaming, like other facets of culture, offers a huge untapped opportunity to engage with new audiences – but brands and agencies must truly immerse themselves in communities to realise the potential, writes Fold7’s strategy partner. In the midst of the World Cup, there was a parallel conversation which rallied millions of diehard fans to fever pitch […]
Can cult online brands go mainstream without selling out?
Many brands have bloomed online by forging communities more akin to a subculture of fans than ‘consumers’. Combining the appeals of ecommerce – low overheads and economies of scale – with an ability to tap incredibly engaged communities using social media and data has played out well for many brands, particularly in the fashion and […]
We welcome VisitDenmark into the Fold
Fold7 has been appointed by Denmark’s official tourism organisation, VisitDenmark, following a competitive pitch. We will be working on a new positioning piece for Denmark and various cross-national campaigns through the year. “Fold7 are true ambassadors of Denmark. With an incredible insight about our culture they are giving us new perspectives on how to communicate Denmark as a […]
It will take more than an agency all-star team for P&G’s plan to come together
Agencies can be a conservative lot when it comes to structural innovation. So Procter & Gamble’s marketing chief Marc Pritchard has decided to shake things up a bit and announce not one but three new agency models. Perhaps the most intriguing is his “People First” amalgamation of talent from roster agencies, brought together to service the FMCG […]
The End of Attention? Nothing to Worry About. Here Are 5 Reasons Why.
Verity Messett – Head of Content Content marketers have an anxious relationship with the idea of attention. Always have had. Our existence depends on our ability to command the attention of The Audience (conceptualised as a mercurial, yet screen-rapt, horde) and, if their attention goes away, we are done for. The current wave of anxiety about […]
Don’t take Marc Pritchard’s calls for staff ratio changes literally
It’s not about exactly how many people are in each job role, but creating the right culture and focusing on outcomes. This article was originally featured in Campaign, written by our CEO Marc Nohr. When Marc Pritchard called on his agencies to boost the proportion of creatives to account teams on his business he made a […]
Before getting ‘topical’ brands need to be very, very sure they have something to say
The dust is now settling on the brand dust-ups kicked off on International Women’s Day. Verity Messett – Content Strategy Director. McDonald’s “MFeminism” debacle is the highest profile ‘marketing fail’ of IWD ‘18. And yet its inverted arches forming a W have emerged as the day’s iconic image. It’s probably the one we’ll remember. Design-wise […]
CARLSBERG APPOINTS US AS THEIR GLOBAL CREATIVE AGENCY
Following the success of the UK relaunch campaign, we have been appointed by Carlsberg to build on the global brand positioning and deliver a global creative platform. The work is set to start rolling out at the start of 2018, and once launched, it will be the first global campaign running simultaneously in all markets, providing […]
NORTHGATE ENTERS THE FOLD
We are delighted to announce that we have been appointed by Northgate, the UK’s largest commercial vehicle rental provider, following a competitive pitch involving three other agencies. The brief represents a step-change in the marketing investment by the business, beyond previous activity. Effective immediately, our remit will be to build brand equity and a lead generation pipeline across the […]
Trends In Content 20: Poor YouTubers, HomePods and Prince Charming
CONTENT: The majority of YouTubers eke out a meagre crust Bloomberg’s latest report shows that most influencers actually don’t make enough money to survive. It’s not the glamorous life that we think it can be, more like working two-jobs, eating Tide pods and hoping for your big YouTube break. Plus there’s going to be a […]
Trends in Content 21: Fake News and Fonts
CONTENT: How Fake News Spreads on Twitter “Falsehood flies, and the truth comes limping after it,” Jonathan Swift once wrote. He made that statement in 1710. We live in a world where it’s hard to tell what if you are reading is fact or fiction. This is the biggest study ever looking at how fake […]
Why personality matters most when choosing the perfect host
Image Credit: High Snobiety. You can keep your Jamies, Ramsays and your Hestons. I have a chef and presenter to beat them all. Eddie Huang is back for another of his VICELAND series “Huang’s World”. A post shared by Eddie Huang (@mreddiehuang) on May 17, 2017 at 5:12pm PDT Eddie’s an author, chef and founder […]
How to Reinvent a Brand in 5 Top Tips
Yelena – Fold7 Strategy Partner gives her top 5 tips based our recent work for Carlsberg. Reinventing a brand makes for a great case study. Don’t we all want the power to change a brand’s fortunes? But this exciting prospect comes with great responsibility. It’s a classic risk-return trade-off. Get it right, fame. Get it […]
Fold7 becomes Føld7
In Denmark, there is a word ‘arbejdsglaede’. It doesn’t exist in English, but it translates to meaning ‘work’ and ‘happiness’. So for the next month, we Foldsters are living #TheDanishWay in order to find a little ‘arbejdsglaede’. Now of course living Danishly means gorging ourselves on Danish pastries and enjoying Carlsberg on tap. But it […]
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 […]
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 […]