Hi there NBCUniversal.
Thank you so much for your time today, it was so great to meet you all and hear a bit more about your up and coming missions.
We’ve included a brief overview below of the work we discussed during our time together.
If you have any further questions, or would like some more details, please don’t hesitate to let us know.
Fingers crossed that we’re lucky enough to continue the conversation,
The Real Housewives of Lucky Generals
Since we started, Lucky Generals has grown to 90+ people, split between London (70+) and New York. It’s a nice size for an agency: big enough to take on the most challenging briefs on the planet but small enough for everyone to know each other’s name.
What hasn’t changed since we opened our doors 11 (+ 2 month) years ago, is our vision statement
“A creative company for people on a mission”.
This is a simple but deliberate statement of intent, made up of three distinct elements:
WE ARE A CREATIVE COMPANY...
While we excel at advertising, we have set this company up to deliver a broader definition of creativity. If you get closer to the problem,
the solution will reveal itself.
FOR PEOPLE...
This may sound obvious, but in our technology-driven world it is all too easy to forget that people are still people, with human needs and desires. Everything has changed, but nothing has changed. Insight is still key.
ON A MISSION...
We are all about behavioral change. We want people to do things, not just feel things, as a result of our work. We get out of bed to make a difference.
Lucky Generals was set up to deliver in today’s world, a world that is content-hungry, multi-channel and always-on. Of course, all agencies say that, these days. But it’s harder to achieve if you’ve inherited structures, processes, and culture from a different era. We are a genuine new generation agency, not an old generation agency in a too-tight pair of jeans, with a new hat and bomber jacket added on.
This is reflected in our work. Since launching, we’ve turned bootlaces into a medium to help kick homophobia out of football, made a short film with a Hollywood legend, created the most watched ad on YouTube globally for 4 of the 5 years we worked with Amazon, put a pop up shop in the middle of a forest, influenced progressive policies for cabin crew, invented a social distancing teapot, and even staged a fake robbery across 5 continents.
Big, media-neutral thinking underpinned with rigorous strategy is what we do. In short, creating entertaining content, that will challenge the status quo regardless of the medium, not only comes to us naturally, it’s why we set up.
FINDING THE HUMAN SIDE OF TECH
When Amazon came to us for their first holiday campaign we hit upon a simple and universal insight: Amazon doesn’t just deliver cardboard packages, it puts smiles on people’s faces, all over the world.
We made Amazon’s iconic packages and one of their most iconic assets – their logo – the hero of the campaign. By animating the logo (which had previously been portrayed as an arrow from A-Z) it was transformed to a human smile.
We wanted ensure that the smile was on every doorstep, so we convinced Amazon to put them on every box. And Amazon app logo was redesigned and relaunched as a smile.
The results certainly made us smile – in terms of sales, this campaign was Amazon’s most effective ever. It was the US’s 2nd Most Loved Holiday ad, and Kantar stated that it was the most impactful holiday campaign of 2017.
But, best of all, this success meant our singing boxes campaign continued to bring smiles the world (and break sales records) for three years.
REIGNITING AN ICON
Virgin Atlantic has always challenged the status quo. It’s part of their DNA and inspires the experience they create.
So when it came to differentiating the airline amongst the sea of sameness in the category, we didn’t focus on their planes, or where they fly to. But instead on the thing that, above all, makes Virgin Atlantic different. The amazing people - customer and crew - who fly their own path.
The ‘See the World Differently’ platform allows us to shine a light on all aspects of the Virgin Atlantic brand due to the innate truth behind the idea.
Whether it be elevating the small touches of the onboard experience, showcasing the curated destinations or driving a short term promotions, it gives us permission to bring their distinctive attitude and energy across the full funnel - even if we are talking about extra inches of leg room.
It has also set a standard for their tangible actions which is evident in the number of industry firsts since the platform launched. This includes the non-gendered uniform policy, which allows crew members to wear the uniform they feel most comfortable in, and taking on the challenge (successfully!) of flying the first 100% flight with Sustainable Aviation Fuel across the Atlantic.
BUILDING A UNITED BRAND
McLaren came to us with a crucial brand strategy need. They needed to unite two of their distinct business units who were historically treated as competitive siblings, automotive and F1 racing.
Knowing the over-crowded landscape for both businesses, we needed unearth an articulation of the brand purpose, positioning, values, and voice/visual guidelines that could credibly bring the businesses together as one McLaren.
This was done through a deep dive research analysis including a study designed, fielded and analyzed by LG to validate the brand essence.
We packaged this strategic thinking to inform a brand book, guidelines and materials, and a pitch reel to define the future of McLaren.
And most importantly, by marrying the technical prowess with the passionate heart of their fans, we were able to help racing attract new consumer-oriented (vs b2b) partners and sponsors, such as Google, into the McLaren family.
VIEW FULL BRAND ESSENCE DEVELOPMENT + RESEARCH HERE
A COUPLE OF OUR SUPPORTING ACTS
Just in case the brief mention of Netflix, TikTok or the Autodesk research report piqued your interest, we thought we’d share some more detail below.
NETFLIX: Love is Blind Teaser
TIKTOK: It started with TikTok
AUTODESK: Sustainability Research Report
VIEW FULL AUTODESK REPORT HERE
AND FINALLY…
We spoke a lot a bit about the values, work and team that makes up Lucky Generals.
But as mentioned, we are in the business of partnership. Not just when it comes to client and agency relationships but also when bringing together the best in the industry to deliver on your unique mission.
As part of the TBWA Global Network (an AdAge Network of the Year) we’re able to leverage +11,000 experts across 120 countries as needed. This includes seamlessly integrating specialists such as global trend spotters, content strategists, or data analysts for relevant phases of a project. Or leveraging our access to industry leading resources such as BACKSLASH and proprietary products such as PLEX, INSIDE, SOLD and FEED that span specific B2B, Employee Experience, Retail Sales, and Social Strategy.
We are always eager to partner our in-house talent with specialized experts to find the right solution to your brief and needs.
THANK YOU.