Case studies

Our Work

Low budgets. Big conversations. Here’s how cultural insight turned into talkability.

Client: National ExpressTheir 6th best performing TikTok of all time

Arsenal Parade Escape Routes

Insight: With over a million Gooners set to descend on North London for the Arsenal parade, the area was about to become one of the busiest places in the country. Not everyone in North London was celebrating. For residents, the weekend was something to escape.
Idea: We encouraged National Express to offer residents a way out. With a production budget of £400 we created the Arsenal Parade Escape Routes, a tube-style map plotting coach journeys out of North London to Edinburgh, Liverpool, Penzance and beyond.
Results: National Express’s 6th best performing TikTok of all time. Critically, it drove a 15% month-on-month increase in talkability and a 16% increase in ad awareness.

Client: Wingstop4m views in 48hours

Insight: Last Christmas, £1.5 billion was spent on unwanted presents. No more Lynx Africa. No more socks. No more choc boxes and bath salts. The nation doesn’t need more things. It needs wings.
Idea: We created Wingstop first ever Christams ad pleading with the nation to give the gift of “wings, not things” this Christmas, in the form of Wingstop’s new Gift Card. To bring it to life, we partnered with creator LockdownT to deliver the message.
Results: Highest level of December talkability in brands history. 4m views in 48hours. Critically, “Wingstop Gift Card” became a top rising related Google search term.

Client: itsu4.6M organic views

Insight: Over 60% of Brits still don’t know who itsu are. A lack of notoriety is an issue shared with ‘legend of the internet’ Ronnie Pickering — an internet icon who, according to our Engines of Culture, was just as relevant today as 10 years ago.
Idea: We painstakingly recreated the well-meme’d viral road rage scene that shot Ronnie Pickering to fame in 2015, but with a not-so-subtle twist: “It’s Who?”… “Itsu”.
Results: Over 4.6M organic views across social, 14 pieces of media coverage and the second best performing itsu content of all time. More importantly, awareness for itsu increased by 9% in the North-East and North-West of England in a single quarter.

Client: itsu+21% talkability

Insight: Every December, consumer search interest in itsu plunges — accompanied by a 15% decline in grocery sales. Christmas is the one time of year consumers actively seek out ads, so brands spend tens of millions trying to buy their attention.
Idea: itsu didn’t have tens of millions, they had £10k. When budget is limited, cut-through is king. We created the anti-Christmas Christmas ad: a sarcastic tug on the heart strings of the nation. Whilst the nation tucks into turkey, itsu waits patiently for January.
Results: At a time when itsu had no right to show up, we delivered 7 million organic views and, more critically, increased talkability for the brand by 21%.

Client: Riverford#1 on r/TheLastOfUs

Insight: Season one of ‘The Last of Us’ was the most wiki’d thing on the planet. On release, mushroom sales took a dip thanks to the reputational damage caused by cordyceps — the mushroom-like fungus responsible for the outbreak.
Idea: Riverford had never found a way to talk about their peat-free mushrooms. So we hijacked the season 2 premiere with a giant mushroom billboard: “The First of Us — peat-free organic mushrooms that won’t eat your brains”.
Results: The campaign became the number one trending topic on r/TheLastOfUs and ranked #5 across UK Reddit. It was picked up organically by meme pages and cultural commentators.

Client: National Express+62% talkability MoM

Insight: 11% of all conversations around National Express mention the song ‘National Express’ by The Divine Comedy. Most agencies would suggest using the track in the next TVC — but when you’re in the business of earning attention, you have to be unexpected.
Idea: We issued The Divine Comedy a Cease and Desist across social, then turned up at their Brighton gig with a bus to take them to the High Courts of Justice.
Results: A static post became National Express’s most successful post of the last 5 years, gaining 4.5 million views and a mention on BBC radio. Critically, it created a 62% month-on-month increase in talkability.

Client: Endura3M+ views

Insight: Lime bikes have become a fixture of urban culture. The neon green bikes are four times heavier than regular bicycles, and in 2025 contributed to 11,000 serious e-bike crashes.
Idea: The biggest cultural flashpoint around cycling is helmet safety. We stirred the debate by physically crashing an e-bike into our own ad. The message was simple — “Don’t be a helmet, wear one.”
Results: Endura’s most successful social campaign, generating over 3M views across social and making ‘Endura Helmets’ a breakout related search term.

Client: BodenTimes Square takeover

Insight: Our proprietary memory structure data- showed us that when people though of Boden they though to "florals" And, with The Devil Wears Prada 2 on the way, Miranda Priestly’s “florals for spring? Groundbreaking.” was already resurfacing across social.
Idea: Boden’s spring collection was all florals, so we leaned IN. Taking the collection to a Times Square billboard on release day with one line: “We’ve made a daring decision: florals for Spring.” We then partnered with Very British Memes and Great British Memes to take it into the feeds.
Results: Over 1.3 million video views across social, putting Boden at the centre of the conversation the day the sequel hit the screens.

Our clientsitsu · Riverford · National Express · Endura · Canterbury · KFC · Pentland