DVD film releases are as common as celebrities in rehab. But Universal Pictures UK Home Entertainment still wanted the 'Bridesmaids' UK release to be the biggest DVD launch of the year - during Christmas. To achieve this, we took a no holds barred approach that involved hijacking a top UK news story, bribing a talk-show host with 5 pimped-out puppies, and impersonating a royal prince and one scandalous bridesmaid.Capitalising on the public’s obsession with The Royal Wedding, the agency hired Alison Jackson, a popular celebrity-look-a-like photographer, to capture risqué images of a fake Prince Harry and Pippa Middleton 'celebrating'. The astonishing look-a-like photos were offered as exclusives to national tabloids in conjunction with a ritzy launch party that had media buzzing - and whispering.We extended the lookalike approach to the dogs, searching the UK for 'look-a-like labs' mirroring the fluffy pups featured in the film. We dressed the pups in bridal outfits and used their overpowering cuteness to bribe ourselves onto Daybreak, a national morning show. The co-hosts could hold and cuddle the loveable labs, but only if they mentioned the Bridesmaids DVD. They paid in full, mentioning the DVD several times during a key morning timeslot, prompting one of the hosts to commend the 'bright' PR people behind the 'bribe'. The collective campaign buzz and exposure propelled 'Bridesmaids' sales to 300,000 copies sold in the UK in just 1 week, at an ROI of 70:1.

Puppies PR Ploy - Borrowing an idea from the film we sent 8 lovable puppies dressed in wedding attire into the studios of Daybreak to promote the DVD on launch day. After 'pulling rank' to hold the pups, co-host Dan Lobb was so smitten with the pooches that he used a photo of himself with the canine bride as his Twitter profile picture for months after the segment aired, giving additional exposure to his 81,650 Twitter followers.

Royal Maid of (dis)Honor- Working with renowned artist, Alison Jackson, we created a series of videos and still images lampooning Pippa Middleton as she prepares to attend her sister’s Royal ‘hen do’ and subsequent wedding.

- Secured broadcast coverage on 'Daybreak', UK’s top morning show with 700,000 viewers; the film became the 10th biggest selling DVD of 2011 with nearly 300,000 copies sold in UK in the first week of release;- 70:1 ROI;- £6.5m publicity value – a staggering £2.6 million more than Mamma Mia;- Quirky features in UK target media outlets, including 'Daybreak', 'The Daily Show', Sunday Mirror, Elle, The Observer, Metro, Closer and OK!;- “The overall campaign ensured Bridesmaids was the talked-about story in the week of release. The Alison Jackson campaign in particular was a stroke of genius, and has been massively lauded internally with coverage even reaching the hands of the most senior people in our Los Angeles offices.” – Grace O’Donnell, Senior Brand Manager Universal Pictures (UK) Ltd.

- “That’s the best PR stunt of all time. Brilliant. Brilliant. Brilliant.” Christine Bleakley, co-host Daybreak