DESIRE IN ACTION
WE’VE DONE THIS BEFORE.
How we’ve turned indifference into growth for brands across the world.
adidas: Impossible to Ignore
adidas was already well known in the Middle East, but global scale wasn't driving local growth. It had to move from being seen to being desired. Sociocultural barriers kept women out of the water and girls off the pitch, with most dropping out of football by 14.
We reframed adidas around regional truths of identity, gender, pride and resilience. That became the Desirable Brand Idea, Impossible to Ignore: a creative standard where every idea had to earn attention by earning relevance.
We built Attraction with culture-breaking firsts like Liquid Billboard, the world's first swimmable billboard, and Female Field, the first football pitch to carry a gender. We sparked Affinity by handing the story to the community: I'm Possible turned the UGC of Dubai's women into the billboard itself. We earned Attachment with homegrown pride, from Superstar Ravi, a sneaker inspired by a beloved Dubai restaurant that sold out in 15 minutes, to Weaved As One, a jersey uniting Saudi communities.
DELIVERING THE DELTA:
10% revenue growth
2.5B reach
$50m earned media value
LVMH: The partnership that changed everything
LVMH entered the Paris Olympics with a challenge: despite having global visibility already guaranteed as a sponsor, Olympic rules severely restrict advertising, so logos and media presence couldn't drive impact, and awareness without meaning wouldn't deliver growth.
LVMH had to move from being seen to being desired. We reframed it from passive sponsor to cultural co-producer, uniting its Maisons behind the Desirable Brand Idea, Artisan de Toutes les Victoires: the brand that gives victory meaning. Instead of advertising, we made craftsmanship tangible at the Games' most emotional moments.
Dior dressed the opening-ceremony performers, putting haute couture at the heart of global culture. Berluti outfitted the French athletes, and Louis Vuitton presented the medals in its iconic trunks during broadcast moments. Chaumet designed the medals themselves, turning victory into a crafted object
DELIVERING THE DELTA:
38 hours of global broadcast presence
12x increase in brand consideration
€350m in earned media value
ASDA: Surviving a Crisis
ASDA sits in one of the most brutal battlegrounds in UK retail: outspent by the big four, undercut by discounters and squeezed in the middle. Value had become expected, with competitors matching price and promotions, so awareness alone wasn't driving preference.
ASDA risked being a rational, interchangeable choice rather than a brand people desired. We found the truth that value isn't just rational; it's emotional. Saving money gives a real lift of relief, pride and possibility that carries well beyond the till. That became the Desirable Brand Idea, Get the ASDA Price Feeling, a unifying platform flexed across seasons, moments and channels to show how saving at ASDA enhances real life.
We brought it to life with Jump Into Autumn, the platform launch across TV, radio, print, social, CRM and in-store, and The Big Freakend, a surreal Halloween reprise. Easterlicious was a fully integrated 360° Easter celebration, and Asda on Ice spotlighted the magic of small festive moments at Christmas. Asda Rewards was a gamified loyalty launch, and Have Your Elf a Merry Christmas was a cultural Christmas moment led by the real Buddy from Elf!
DELIVERING THE DELTA:
+£250m in additional revenue
+3.14m new shoppers in a single year
+172% in brand buzz
Sephora: We Belong to Something Beautiful
Beauty had become louder and more fragmented, and empowerment and inclusivity risked becoming empty promises. Sephora had scale, but needed to reclaim cultural leadership in a commoditised category, with one platform for 35 markets and millions of members.
We repositioned it from a prestige, out-of-reach retailer into an inclusive community, shifting beauty from individual transformation to collective belonging. That became the Desirable Brand Idea, The Unlimited Power of Beauty: a creative and experience standard where every expression helps people unlock their own beauty power.
We launched it with a brand film and print campaign, and Unlimited Stories invited customers, models, beauty advisors and leaders to share their own beauty journeys.
We made it operational with immersive in-store experiences, a selfie challenge and IG filter, and a loyalty redesign that rewards actions beyond spend through instant rewards, gamification and personalised inspiration. It scaled globally under the signature We Belong to Something Beautiful.
DELIVERING THE DELTA:
X2 Revenue
X2 Growth vs Beauty Industry
+50% in brand value
+80% in consideration
Wyndham: Where There’s a Wyndham, There’s a Way
The Wyndham portfolio is made up of iconic American brands, but their history and heritage were seen as dated. In a crowded category, the masterbrand needed a refresh to build desire.
The Masterbrand and Rewards programme had never been connected, and with similar offerings and audiences across brands, each hotel brand needed a distinct positioning. Wyndham didn't need to be seen more. It needed to matter more.
We reframed it from a collection of interchangeable hotel brands into a connected travel system organised around how people think about trips, shifting its role from accommodation provider to travel enabler. That became the Desirable Brand Idea, Where There's a Wyndham, There's a Way: wherever people want to go, Wyndham has a brand designed to fit real life.
We brought it to life across the portfolio. Howard Johnson went retro-cool with a "time capsule collection" of branded favourites reimagined for today's traveller. Days Inn got the tagline "Days Out Need a Days Inn", reframing its location and price for modern travel. Travelodge's Sleepy Bear was refreshed with AI, enabling hundreds of social and digital-first assets.
DELIVERING THE DELTA:
+25% increase in search driven bookings
+21% shift from indifferent to positive brand sentiment
+93% positive master brand perception following campaign launch
JBL: Authentics
JBL Authentics had to win over an older, home-focused millennial audience in a category dominated by product-led, spec-driven communication. Specs weren't going to do it, so we looked at people instead. As millennials spend less time at gigs, their homes become the canvas for self-expression: what a home looks like says a lot, but what it sounds like says more.
We reframed Authentics from a product launch into a lifestyle brand at the intersection of sound, design and culture. That became the Desirable Brand Idea, Authentic Sound, Authentic You: the in-home expression of how JBL champions originality.
We built it around four music worlds, Hip-Hop, K-Pop, Funk & Soul and Pop, so every market could hero the genre that felt theirs authentically. Local teams shaped the insight, creative and cultural references before a single asset was made. Delivery ran through Prose on Pixels and hubs in London, New York and Singapore, replacing 100+ siloed agencies with one integrated model. The platform launched across 15 markets and 10 languages.
DELIVERING THE DELTA:
+8pts overall brand image
+56% product consideration
+58% product awareness
+61% action intent