2003 was a slightly better year. Karmarama hinted that they needed more space and so Arkwright moved from the shared office in Chalk Farm to a serviced one in Brune St, E1. We also won the UK advertising business for Domino's Pizza which was huge. Spirits were up and we felt like we were truly going places.
RAB: DM campaign
The Radio Advertising Bureau was another loyal client during the dark days of Arkwright. They commissioned us to create some interesting mailshots around the message that sales go up by 9% when you advertise on the radio. This one involved sending potential advertisers a free radio.
This piece of direct mail was a banknote that was worth almost nothing. Knowing the value of money is important to advertisers.
Keeping ahead of the competition is almost as important, which is why we sent advertisers edible DM.
Leaving your advertising budget to chance is a risk, brought to life by sending advertisers genuine lottery scratch cards.
Increased sales equals increased happiness which is why the RAB sent out DM of a giant wearable smile.
Setanta: Flipchart
Big Al's Creative Emporium asked us if they could use a viral script of ours where a hapless intern accidentally creates a rude graph on a flip chart. Sadly they did it more knowingly, using a sexy model rather than an awkward trainee.
Domino's: Relax
Incredibly, our three person agency won the UK advertising business for Domino's Pizza. We shot a series of ads where a paranoid family convinced themselves that their pizza will be late. VO by agony aunt, Claire Rayner. (video coming soon)
Rocket: Murals
Rocket was back for more in 2003 with new concessions at London's Cannon St and Wimbledon stations as well as one inside the HQ of British American Tobacco.
Scottish Bible Society: Book of God
We pitched for the Bible Society and sadly didn't get it. To make amends, we put our energies into the Bible Society north of the border and rebranded several books of the Bible as airport bestsellers. Created with Martin Casson and Trevor Webb with photography by Tomas Schelp.
Victoria Crosses on the Victoria Line
In 2003, the Queen unveiled a plaque in Westminster Abbey to commemorate those who have won a Victoria or George Cross. Because my dad's great uncle won a VC, we were invited. I found it a shame that the plaque was buried in a church that few Londoners ever visit, and felt that the incredible stories of the medal winners should reach a wider audience. I contacted the mayor's office, TFL and Viacom and the end result was free ad space on the Tube and two campaigns: Victoria Crosses on the Victoria Line and George Crosses at Kings Cross. Sadly the only copy I have is the one that features my relative, which also formed part of an exhibition in the Imperial War museum where his medal is now on display.
The campaign made international news and I met up with some distant relatives who had heard about it and who handed me some of Duncan Boyes' personal items. These included some photos and a ceremonial dirk (a short blunt sword) which he will have worn on parade. A result.
Flipside TV
This piece of TV joy graced British screens during 2004 and helped launch the careers of Justin Lee Collins, Allan Carr and Iain Lee. The concept, created by me, was three pundits watching TV live on air and suggesting to viewers at home what they should be watching. In the end, everyone on the panel got drunk and after a brief but heady two weeks on Channel 4, the show came crashing to a halt. However, the makers of Gogglebox have confessed that Flipside was their inspiration. The glory!
The Darkness: Permission to Land
Justin Hawkins became a friend after he wrote jingles for some of my ads. I was such a big fan of the Darkness that I began writing ads just so that his jingles would be used, helping fund this album. I also once shared some girl woes with him. He asked how it was going and I told him I was in a holding pattern over Daisy International, waiting for permission to land. "Can I use that?" he asked. The rest, as they say...
Domino's: Psychic Duck
Not wanting our Domino's family to have a boring pet in their TV ads, we had chosen a duck. Domino's asked us to use out-takes from the shoot to create an ad based wholly around the duck. The end result was the marvel that is Psychic Duck. VOs by Bobby Clayman and my sister, Catherine.
Domino's: Flyers
Thanks to some amazing data collection, Domino's pretty much know who lives where and decided to tailor their DM accordingly. Many British residents received some flyers from Psychic Duck claiming to know them and their exact pizza needs.
Church ad: Baby Santa
This year's Christmas ad shone a light on who the most important character is at Christmas. Rather than preach, it just showed a juxtaposition of Jesus and Father Christmas and let the public work out how they should respond.
