Monkey’s Ice Bucket Challenge
We took the UK’s best-loved brand character and made him part of the biggest social phenomenon of the summer – the #IceBucketChallenge. In a matter of hours, we turned around a film that perfectly lands the brand’s cheeky, fun tone of voice.
PG tips was the first UK brand to take part in this craze, tapping into the social zeitgeist just as the campaign was gathering momentum within newsfeeds.
Storyboarding a reactive post
The turnaround for the whole project – from concept to final video – was around 8 hours. So first thing in the morning, I drew up the quickest and roughest of storyboards and the crew were off!
That made a splash!
A household brand getting involved in ths great cause got a great deal of attention. It helped PG reach the no.3 spot on the social brands 100 list who described it as “both timely and relevant, drawing on the wider cultural context of the #IceBucketChallenge. Not only does the video of Monkey getting covered in water entertain, but it also shows PG Tips’ charitable side”.