We created a campaign to give 10,000,000 Britons back their edge.Creative was developed specifically for each channel and role for that channel: We broke with the category convention of a high budget TV ad and started by seeding a video of blue collar workers hilariously losing their edge to engage our audience, giving them something to laugh about.We took this video out to them via digital outdoor and online . . . driving our audience to a website to encourage people to post videos of them and their mates losing their edge at work on a website where they could also apply for a free bottle.

We then took the best videos and stories back out to our audience via multimedia activity making them the centre piece of the third phase of our communications and the envy of their mates on the building site.

We sampled 108,000 people that applied for a free bottle.We touched 300,000 people directly through our experiential strategy.We drove an 80% uplift in total brand communications awareness.The communications return on investment was £2.23 for every £ spent.