Project Jean Paul Gaultier Halloween Dinner
The team at PUIG briefed The Persuaders to create an intimate but insta-worthy Halloween event for Jean Paul Gaultier for influencers and friends of the brand.
The Persuaders sourced the perfect spooky venue, designed and delivered a dinner party to remember. With over 400 pumpkins and 600 candles, we filled the room with smoke and creepy characters to discover.
Attended by 20 of the UK’s top beauty influencers.
Client: Netflix UK
Project: Stranger Things Series Launch
The Persuaders worked with Netflix to create the Scoops Ahoy ice-cream parlour from Stranger Things in the UK, as a 1985-themed ice-cream van that toured the UK, stopping at cities including Glasgow, Leeds, London, Exeter and Dublin.
The van had a Stranger Things jingle inspired by the soundtrack. One side of the van was retro, pastel pink, white and blue scheme, whilst the other was based on the alternate world of the Upside Down.
In addition to stopping at city centres, the van visited 11 "Hawkins Roads" – in a nod to the show’s home town of Hawkins, Indiana – giving out free ice-cream with retro flavours including Coke float, cherries jubilee and banana boat.
Client: Camden Town Brewery
Project: ‘Fresh As Hells’ at House Festival by Soho House Group
Our ‘Fresh As Hells’ pool activation made quite a splash at this year’s House Festival at Kenwood House. From a diving board to life rings, swimming pool ladder to lane divider bunting we had it all to ensure we brought the eye-catching pool space to life for the Camden Town Brewery Team.
Working closely with them to create a chilled festival chill out zone, while engaging festival go-ers with fun, sharable content.
Client: Benefit Cosmetics
Project: Hello Happy Foundation Launch
Launching in London this June, Hello Happy II, was created to take guests on a journey through the differing states of happiness. Featuring four interactive rooms, guests were given the chance to indulge in an exciting, immersive experience.
The space included an Instagrammable glitter ball room, a hydrate me room, an all pink supermarket and a trial bathroom, which all encouraged visitors to tap into their playful side.
Open for 3 days in June, guests were welcomed to the Hello Happy House where they began their own ‘Happy Hour’. Escorted through each room, they had the chance to experience the Benefit world of fun and happiness, through the sequence of truly immersive activities!
Client Campari UK
Project Aperol Spritz Big Birthday Social
The Persuaders designed and produced The Aperol Spritz Big Birthday Social , a fun and immersive Aperol themed playground bringing the Italian spirit of spontaneity to the heart of Shoreditch.
Taking over the old Electric Light Station just of Hoxton Square, we transformed the site to create an unforgettable consumer experience.
We created an Aperol-orange Lido, where guests could take a seat under the flowing orange waterfall, recline waterside, or indulge in the inviting swirl of vibrant shallow waters to cool their toes or simply float on an orange slice inflatable. For a more immersive water adventure, guests could hang out in our bespoke classic Italian car hot tubs.
Inside, a giant Aperol Spritz shaped glass ball-pit and the UK’s first ever revolving Aperol carousel bar, alongside bubble booths and suspended swings.
We saw +5,000 consumers over 8 live days and served over 12,000 Aperol Spritz.
Client Wolf Blass
Project The Chase by Wolf Blass
To celebrate Wolf Blass as an award winning brand, and one of the lead sponsors for the 2019 ICC Cricket World Cup, The Persuaders designed and produced The Chase.
Taking 4 10ft shipping containers, we created 3 interactive sensory wine tasting experiences and a bespoke bar. Each container housed the same sensory experience but housed a bespoke design: The Vineyard, Cricket and the Bottle. Each container was clad in Cedar Wood.
Consumers were invited to discover their perfect Wolf Blass wine, testing their sight, sound, smell and taste. Once they had chosen their wine of choice, guests could enjoy their glass at a bespoke sharing table. For those who hadn’t booked in for the experience, our beautiful bar served wine for consumers to enjoy while relaxing in a deck chair while watching the ICC cricket on our large screen.
Results Over 2.5 days 1200 glasses of wine were purchased and over 200 took part in the sensory experience. Passing footfall over the period was circa 10,000.
Client Wonderland Communications
Brief To create an epic stunt ‘moment’ to coincide with the launch of the Heinz Creme Egg Mayo that created social buzz and talkability.
Delivery We proposed, design and created the Heinz Creme Egg Mayo interaction billboard. A giant billboard positioned in a high-footfall area of London that clearly displayed the message of the collaboration between two of the nations favourite food products. A giant Cadbury Creme Egg and a giant jar of Heinz (Seriously) Good Mayonnaise feed into a central jar of the combined product via a series of pipes. The public were able to press a button at the bottom of the central jar that dispensed a sample of the product onto waffles.
Results Open for 3 days in April, just prior to Easter, we sampled to over 3750 people with over 22,000 people passing by and interacting with the billboard. There was a wide mix of radio, online and social media coverage with the full campaign reaching nearly at 300 million impressions.
Client Elizabeth Arden
Project Boots Windows pop-ups
The Persuaders was asked to design and produce a beauty services installation pop-up for 5 Boots stores to be delivered into the new Boots windows.
Creating a more contemporary feel for the brand, we designed and created a bespoke set that enabled the Arden beauty team to engage with customers in an inviting and chic environment whilst also delivering the practical needs for them to receive services.
Results Targets were reached at all stores, seeing over 230 members of the public over the course of the campaign
To celebrate an incredible year of key product launches, The Persuaders has worked with Benefit Cosmetics to launch the Good Ship Benefit.
Moored on the River Thames at Victoria Embankment in London we transformed the old R S Hispaniola into a 3 floored floating beauty palace.
Open for five months from 9th April 2016, visitors will be transported from Benefit’s home of San Francisco, to tropical beaches via the secret lair of spy gal. With three decks of fun, glamour and pampering.
The Persuaders have designed and produced bespoke furniture for each space as well as decor in each room to reflect the brands hero products. We also worked closely with the ships chef to develop a dedicated San Francisco themed menu and cocktails.
The Persuaders also developed specialist character staff, employing the services of staffing agency Hels Angels to bring them to life, ensuring that visitors experience the full Benefit Cosmetics world.
Celebrity Intelligence: “it’s the best event we have ever been to. I’ll be back asap as I’m in desperate need of getting by brows done (and lunch!)”
Saturday Express: ‘it is a brilliant concept and it’ll be packed all summer’
Heart London: said “this is the best branded launch event I’ve ever been to”
Lauren Pope: “loved the pop-up that Benefit did last year but this is on another level”
Dawn O’Porter: “I just can’t believe the transformation. You guys have done an amazing job”
photography by Hanson Images
Client Wonderland Comms for Kraft Heinz
Project Bull’s-Eye BBQ Sauce - Meat Massage Joint
The Persuaders designed and produced The Meat Massage Joint - Turning a White Space Venue in the Truman Brewery, into an Authentic American BBQ Experience.
The first 150 lucky consumers were invited to sample 6 of the Bull’s-Eye BBQ Sauce range, with freshly cooked steak from the BBQ outside. Next Up a chat with our expert Butcher, to decide which cut of meat you would like to take home - Bavette, Ribe-eye or Pork Ribs. Then head upstairs to select your massage... mild rub down, deep tissue or trigger point - to give your meat the TLC - Tenderising Loving Care, it deserves.
While you wait for your meat to be massaged, take a seat at the bar and have a beer or chat to our Sauce experts and BBQ experts to make sure you know how to treat your meat when you get home for the bank holiday weekend!
Each guest left with a goody bag with a Bull’s-Eye t’shirt, cap, two full size bottles of Bull’s-Eye BBQ Sauce and your massaged meat in a branded cool bag, ready to BBQ.
Results We sampled 1600 portions over 2.5 live days, handing out 410 massaged and marinated cuts of meat!
Client: Charlotte Tilbury
Project: Hot Lips 2
The Persuaders were tasked with recreating the successful Ice Cream Truck from the 2016 New York launch.
Producing a regional tour to key UK cities sharing the love in London, Manchester and Birmingham.
The activation included a photo backdrop on truck for customers to take selfie’s against and ice cream in shades to match the lipsticks.
Over 1,500 ice creams served in 3 days.
Brief: To create a pop-up shop celebrating the 15th anniversary of Japanese beauty brand SUQQU
Delivery: Taking inspiration from the 15th Anniversary logo produced in Tokyo, The Persuaders created bespoke shop-fit units inspired by the collection colours and reflection of light.
Client: BECCA Cosmetics
Project: Champagne Pop Collection Launch
To drive conversion and consideration for the C-Pop Collection, The Persuaders designed and built a BECCA playground in Westfield Stratford.
Featuring pressed powder swings and Champagne ice lollies the activation leveraged the existing hype of the iconic C-Pop Shimmering Highlighter for existing costumers and recruited new consumers to purchase additional products in the collection.
Client Benefit Cosmetics
Brief Create a 'big impact' stunt activation to run during festival season in the UK as part of our 'United Kingdom of Benefit' campaign for 2017. It was also essential that the activity focused on brows and the new Benefit Cosmetics Brow Collection to ensure that the brand becomes synonymous with brow make up.
Delivery GlastonBrow is the UK's first Beauty Drive-Thru. Situated on the main road to Glastonbury, a glistening pink beacon, that kept festival fanatics entertained with DJ’s whilst waiting in the infamous traffic jams outside of the festival for two days from the 20th June.
Passers-by were able to pull up to the window to receive the ultimate GlastonBrow drive-thru experience – they chose from a menu of brow-inspired gift options and then on to the collection window where a Benebabe handed over the free goodies. In addition, Benefit also gave away all of the necessary festival essentials for a weekend of glitter, flower crowns and music.
Following the GlastonBrow pit-stop – and once entering the Glasto grounds – music lovers who snapped a pic of themselves with their festival gift from the drive-thru using the #BenefitBrows were in the chance of winning a year’s supply of Benefit’s cult brow products.
The Persuaders conceived and designed the drive-thru concept, sourced the ex-gas station location and produced the activity in full.
Results over 1600 visitors, 700 cars and 1 coach!
Client: Marc Jacobs
Project: Launch the new fragrance, Daisy Love in Debenhams, London.
The Persuaders designed and produced an immersive ‘scent station’ where the consumer could be totally enveloped in Daisy Love and the senses of the beach.
Giant daisies were created for consumers to walk around. The daises were designed to look as much like the original iconic daisy on the bottle, creating surprise and delight moments as you pass by, inviting consumers to stop and smell the daisies. Two of the daises featured a scent diffuser that released Daisy Love, as consumers walked past.
A photo-booth area was also created, where fans could capture their ‘moment on the beach’ with a blue-sky backdrop photo, as though they’d been transported to the beach.
Client Juicy Couture
Brief Produce an immersive experience launch dinner for beauty bloggers and influencers to celebrate the UK launch of the new fragrance from Juicy Couture - Viva La Juicy Glace, to include an 'ice' theme reflective of the new fragrance notes.
Delivery The Persuaders designed and produced the Viva La Juicy Frozen Throne, an interactive 3D photo experience. The throne included a replica of the new bottle, filled with frozen flowers reflective of the floral notes included in the fragrance. The 15 exclusive influencers sat on the throne to have their photograph taken which was then emailed directly to them whilst also going to their social media accounts.
The throne will shortly go on tour across the UK to coincide with the marketing launch of the fragrance in Debenhams and Boots.
Photography by Archie Brooksbank at Bladesman Productions
Client Benefit Cosmetics
Brief Create an exciting and memorable ‘brow’ activation for Q4 to highlight that Benefit Cosmetics remains the leading global Brow Authority
Delivery The Persuaders designed and created the Jingle Brow Express, a vintage all-pink train carriage where fans new and old could come and experience the full Benefit Brow experience, including treatments, brow massages and waxing. The interior was inspired by vintage trains from a bygone era all with a Benefit twist. The Jingle Brow Express was located at Kings Cross train station for 2 days in December to encourage those on their way home for the holidays to pop in and have a last minute brow service and as a sanctuary from the hustle and bustle of the Christmas madness.
Client Cohn & Wolfe / Campari UK
Project Aperol The Big Spritz Social
The Persuaders designed and produced The Big Spritz social, a fun and immersive Aperol themed playground bringing the Italian spirit of spontaneity to the heart of Shoreditch.
Taking over the old Electric Light Station just of Hoxton Square, we transformed the site to create an unforgettable consumer experience.
We created an Aperol-orange coloured canal with rowing boats, a decked terrace complete with bespoke wooden slide, a ball-pit and a stunning vespa carousel that turns slowly throughout the night. We also designed the UK’s biggest ever Aperol Spritz bar, an original showpiece that will be serving Aperol Spritz all night long.
Consumers purchased tickets for 2 daily sessions, in return for which they received wo perfectly crafted Aperol Spritz and half a wood-fired pizza.
Tickets sold out for all 15 sessions within 3 days.
Event Awards Winner 2017 for Exhibition Experience
Challenge The Persuaders worked closely with the team at notonthehighstreet.com to create their stand for this years Stylist Live show which runs from the 13th – 16th October 2016 at the Business Design Centre in Islington.
Delivery Taking inspiration from the concept that the Not On The High Street partners are akin to elves working in their workshops to deliver Christmas, The Persuaders conceived a contemporary Elf Workshop with a Scandi influence, designing deconstructed wooden trees that morph into the support beams and rafters of the main exhibition stand structure. The stand has been designed with areas for the partners to demonstrate their work as well as beautiful tiered display tables for visitors to touch and feel the products.
Guests who come on the stand will see partners create work that is available on-line and directly from the stand. There is even a chimney breast that rises above the stand where guests can wind up a special Santa In-Tray and place their Christmas gift wishes in which is then delivered down into the workshop!
Results More than 13,000 people visited the stand over the course of Stylist Live. As a direct result, brand understanding increased 6% year on year – to the highest level it has ever been – while purchase intent increased from 34% in 2015 to 38% in 2016.
Hannah Webley-Smith, recently appointed as Customer Director of notonthehighstreet.com, commented that ‘We wanted to give customers the opportunity to get up-close and personal with products that they would normally only get to see on-line. The workshop styling of our stand creates an open and inviting environment that will hopefully entice visitors and get them excited for Christmas. The Persuaders are the perfect creative agency to bring this concept to life.’
Client: Zeno Communications / Gousto
Brief: Deliver the UK’s first chef-less restaurant to launch the rebrand and new advertising campaign for Gousto, the fresh recipe delivery company.
Delivery: The Persuaders designed and produced the event in a warehouse venue in Shoreditch that we transformed into a cool, urban and contemporary restaurant. Guests were greeted by our hosts, taken to their tables and given a menu but when their choices were made they were given a Gousto delivery box instead of a meal and were then invited into our special kitchens to cook the meals themselves!. It was a dining experience packed full of adventure, where attendees got to unleash their creativity to enjoy a delicious dinner with a difference.
Embarking on a gastronomical world tour – from Mexico to India – guests created and enjoyed a meal full of flavour. Transforming fresh ingredients into interesting and tasty dishes, each one will leave with a host of new skills, cuisines to make and reason to enjoy family dinner times.
An immersive event from start to finish, diners were encouraged to get creative at the 'create your own' cocktail bar, with a drink perfectly paired to their culinary creation. Guests also had the opportunity to reveal their inner food stylist at the 'insta-stage’, before sitting down to enjoy their delightful dish in an exciting restaurant setting.
Receiving a new brief from Benefit Cosmetics is both an exciting and nerve-wracking time for the team. So when we received the brief to launch of a new, volumising mascara – a first in 3 years for the brand that already owns the UK’s number one selling prestige mascara, They’re Real, we knew that expectations for delivery from us would be high.
The Persuaders have been working with Benefit Cosmetics for close to 4 years now so to say we have an understanding of the brand DNA is an understatement. From our first project, designing and producing the Gabbi’s Head Pub for female fans of the Beautiful Game during the World Cup 2014, to last years, award-winning GlastonBrow beauty drive-thru, we’ve always had fun playing with the beauty brands ‘Laughter Is The Best Cosmetics’ legacy.
Head of Brand Activation of Benefit Cosmetics, Kyra White says ‘we know 88% of women in the UK wear mascara and we currently have no 1 and no 2 (source NPD) and they are currently huge sellers for us proving the demand is there. All the retailers that we spoke to who know all brands launches told us that it would be the biggest beauty launch of the year.’
A product as important to the brand as this, meant we had to keep it under wraps until the last minute. This of course builds anticipation and excitement for die-hard fans but also brings intrigue for potential new customers. We also knew that the product would go on sale at the same time in every market so the impact that the UK launch had on sales would need to have stand-out.
MD and Creative Director of The Persuaders Andy McDonald - ‘We’re very lucky when it comes to Benefit Cosmetics as they always produce the most inspirational marketing tools for their products. These ‘Power Visuals’ let us enter a themed world, filled with characters - from the film-noir inspired Honest Leah, the ‘face’ behind They’re Real to the Bond-esque Spy Gal, the cartoon character that inhabits the Porefessional Primer range, it’s not just traditional product development. The customer buys into this world and the look of the characters. For the launch of BADgalBang! we were given a stunning, retro, space-themed world to play in (the product is made using aero-particles found in spacesuits that makes them lightweight but volumous – a ‘must-have’ in the world of mascara) and as you can imagine we all got very excited with the space themed potential.
Director at The Persuaders, Dominic Franks commented ‘We work closely with both the external PR agency DeVries and the Benefit marketing team to plan the full UK launch campaign, from experiential, through to lifestyle media, digital and social media, which is such a collaborative way to work. Nobody treads on anyone’s toes and in fact ideas find a way to grow and bounce off each other. An idea that started as a digital one could very easily end up being an event.’
Planning for the launch of this new mascara began back in 2017 with budgets allocated to each department, so the teams know what they have to create with and from the very first meeting, pink astronauts were always going to play a big part! Working alongside DeVries Global PR we built a teaser campaign which included pink astronauts roving around London, followed by the ‘big launch moment’ itself and the final part of the campaign would be getting the product into the consumers hands via an experiential UK Tour.
Lara Shapiro, DeVries Global
“The beauty of working with Benefit Cosmetics, is that the brand has a truly collaborative approach. For this launch we were asked to create intrigue and build excitement via press ahead of the top-secret launch, which complemented Benefit’s smart influencer program and digital efforts. We also partnered with The Persuaders to drive footfall to the regional experiences, an aspect that was integral to the campaign and something that helped to create a consistent narrative from press to influencers and finally consumers.”
We also knew that Benefit had to contend with a global product embargo - always a challenge. Knowing that we had to launch at precisely 8pm on the 1st February 2018 meant creating that big moment would be all important. We had to create something theatrical and exciting. A feast for the eyes that everyone would want to share at that precise moment. The Persuaders creative team have always loved and been inspired by Hollywood musicals; the impossibly large dance-numbers, the drama and sparkling lights and we’d always wanted to bring a touch of this magic to a Benefit event. Designing a space ship that could land in a theatre was our big moment… pulling it off was another thing!’
The Persuaders chose the disused Cochrane Theatre in Holborn as the venue for the launch event as it had the capacity to land their silver space pod into the party. The 250 strong guests, made up of Press and Influencers all went live with their social media at the same time, causing #BADGalBang to hit the no.1 spot trending globally on twitter and instagram
Results In terms of media coverage and reach; potential total reach was over 35million, with 45 pieces of coverage, 25 print pieces with a total reach if 2.3m, 14 pieces of national coverage with a combined reach of 31mil and 15 online pieces with a reach of over 34 mil.
The space pod then went on a UK tour of 3 major city centres; London, Cardiff and Manchester, with over 650 consumer consultations leading to direct sales at local Boots counters, with stores in these cities coming in the top 5 highest selling stores during the launch weekend.
It’s been two weeks since launch and we’ve already been notified by NPD that BADGalBang is currently the number one selling mascara in the UK, which as the ultimate goal of our campaign is something that all the teams are very excited about.
Client: Krispy Kreme
Brief: Design and create a disruptive launch for the new Original Filled range, that celebrates the doughnut and it’s delicious taste.
Delivery: The Persuaders created The Magic in the Middle experience. An intriguing pop-up full of surprises, insta-worthy photo opps and three exclusive, limited edition Original Filled flavours delivered to guests through our ‘lucky dip’ portholes.
A heritage timeline made from two pipes, one filled with caramel and one filled with chocolate ran along the walls of the venue, leading the guests to the main room whilst telling the story of Krispy Kreme. 1,990 consumers bounced on our our giant doughnut trampoline, located in a field of doughnut balloons, for the chance to win prizes, over the 2 days.
CMO Emma Colquhoun said “For me this is totally best practice, starting with a fantastically strong strategic idea and concept that has been loved globally #magicinthemiddle ending with excellence in execution - thank you for being a brilliant partner as always.”
Client Hunter PR
Brief TABASCO® Sauce is currently synonymous with a few items globally, such as oysters and Bloody Marys. Our client wanted to educate consumers to start thinking that sandwiches – and other mainstream foods – are also the perfect pairing for the sauce/condiment, continuing to freshen the brand in the UK (following many trendy restaurant partnerships) and bring it further into the contemporary food space.
Response The Persuaders designed and created the TABASCO® Touring Sandwich Truck that, complete with giant 3D sandwich on top, toured the UK to deliver an early morning surprise to commuters in London’s Victoria train station, Leeds City Centre and Birmingham New Street Station.
Our team delivered the Max’s Morning Reviver sandwich samples to nearly 2000 lucky (and no doubt hung-over) commuters along with a glass of delicious Virgin Mary with DIY garnishes.
The Why With new research revealing that almost 14 million Brits will be craving a humble breakfast sandwich the morning after a big night out this season, the UK’s best-selling hot sauce brand partnered with the sandwich impresario Max Halley, to create Max’s Morning Reviver x TABASCO® Sauce.
Client: Benefit Cosmetics
Project: Hello Happy Foundation Launch
For many, bringing together endorphin-releasing activities all under one roof could sound too good to be true, but for the UK’s number one makeup brand, Benefit Cosmetics, happiness is something that’s core to its DNA.
Launching in London this June, the Hello Happy House, design and produced by The Persuaders, was created to take guests on a journey through the differing states of happiness. Featuring four interactive rooms, guests were given the chance to indulge in an exciting, immersive experience.
The space included an Instagrammable glitter shower, a relaxation room, fun fair activities and an invigorating bounce room, which encouraged visitors to tap into their playful side.
Benefit Cosmetics’ Head of Brand Activation, Kyra White, explains; “At Benefit we truly believe that laughter is the best cosmetic. The Hello Happy House was the place to go to giggle, relax and generally take an hour out of your day for you. We are a nation of big kids and this is the perfect place to rediscover your inner child.”
Open for 3 days in July, guests were welcomed to the Hello Happy House where they began their own ‘Happy Hour’. Escorted through each room, they had the chance to experience the Benefit world of fun and happiness, through the sequence of truly immersive activities!
Client Aperol | Cohn & Wolfe
Project Aperolivery - The Aperitivo Ape
To help Brits celebrate National Prosecco Day, and start their evening in true Italian style, Aperol gave the people of the UK the chance to receive an Aperol-ivery and enjoy their first drink of the evening delivered to their doorstep.
An Italian Aperol bartender arrived at their front door to make two refreshing, Aperol Spritz. Served from Aperol’s vibrant ‘Aperol orange’ Aperitivo Ape, Aperol-ivery offered the perfect chance to ‘pimp your prosecco’ and enjoy the taste of Italy’s favourite aperitivo at home.
The Persuaders managed all logistics and planned the UK tour including the team of brand ambassadors that traveled with the vehicle across London and Manchester to deliver the campaign.
Brief Deliver a sampling campaign, targeting key media houses and influencers, with a halo effect of enabling sampling by consumers in locations over indexed by key segments.
Delivery The Persuaders designed and created the Starbucks® Blonde sampling truck that toured the UK to deliver an early morning treat to consumers in London’s Kings Cross, London Box Park, Birmingham City Centre and Manchester City Centre. The Persuaders managed all logistics and production for the tour.
Our team delivered over 4,000 samples and 4,500 full size latte's to consumers.
Client Estee Lauder
Brief Create an innovative and exciting out of home experience to launch the new combination moisturiser from Clinique called Clinique iD. The unique formula includes a choice of 1 of 3 ‘base’ products and then 1 of 5 capsules (depending on your skin needs) that inserts into the base to deliver both products at the same time. With 15 variants to choose from the pop-up activation needed to take the consumer through a simple step-by-step journey that clearly defines the product and excites the consumer to purchase.
Delivery The Persuaders worked closely with the global team at Clinique to design and produce the pop-up stand according to global guidelines whilst adding our own special touch of creative flair.
The set toured 3 shopping centres, Westfield West London, Birmingham New Street and Blue Water. The Clinique sales team were on hand to sell product direct from the stand whilst our team of brand ambassadors traffic-stopped with samples and information about the product.
Results During the Westfield activation we sold over 100 products and handed out over 3500 samples with interactions lasting up to 2 minutes.
Brief Create an impactful and theatrical launch event for Scandal, the new fragrance by Jean Paul Gauliter for the UK media, influencers and beauty bloggers.
Delivery The Persuaders took its inspiration from the Scandal advert which tells the story of Madame Minister who, during the day is reserved but at night is tempted by the scent of Scandal. After a beautiful but reserved dinner at The Ned we invited our guests into the scandalous cabaret where our burlesque performers tempted them to try the perfume and show their scandalous side!
'We were Persuaded!' - Chantal Stephen, Head of Communications, Puig
Client BECCA x John Lewis
BECCA landed in the UK from Australia this summer and they wanted to connect with females in the UK to launch their retail partnership with John Lewis in-store and online.
This National Selfie day, which also happened to be the longest day of the year, we created an in-real-life experience in the heart of the beauty quarter Covent Garden, for all to discover their glow.
Glowments included a glow-over make up session then in to the light dial experience to select your light shade to test your look.
BECCA fortune cookies drove customers into store with hundreds of magic prizes.
All of this was achieved in collaboration with our friends at Live Consultancy working as one great team on ideas and creative. The Persuaders created all the 3d visualisation, design and production whilst Live Consultancy created the micro moments, PR, content and social.
Client Benefit Cosmetics
Project Brow Contour Pro Launch
Brief Celebrate the launch of the new ‘4-in-1’ brow pencil by creating a stand-out stunt that wraps the products key message that ‘anyone can be a brow artist’ with a unique angle of togetherness and empowerment for woman across the UK
Working alongside DeVries Global, The Persuaders proposed the concept of creating stand-out street art, utilising one of the UK’s most influential instagram artists. Benefit Cosmetics joined forces with Alice Skinner to create two inspiring murals. The artworks celebrate the collaborative efforts of women, who support each other’s ‘brow-raising’ incredible actions and accomplishments - just like the very women who founded the Benefit brand back in 1976, Jean and Jane Ford.
Alice Skinner, best known for her creative, vivid and storytelling style of work and most recently the illustrator of SHE; A celebration of 100 renegade women designed the mural and street-paint for the first time with fellow creative women, at iconic street art destinations in London and Brighton.
Encouraging women to come together within these cities, the artworks became a work in progress at an interactive and collaborative event where Benefit fans were given the chance to unleash their own creativity and contribute to the final masterpieces. Specially-designed ‘blank canvas’ sections will be left for Benebabes to add their own artistic stamp and share motivational and supportive messages for other women, or simply add a star to represent someone who has empowered or inspired them. With the uniting thought behind the pieces proving that ‘when women come together, they create wonderful things’, they will be displayed in their glory - up to 26ft high and 39ft wide - throughout September.
The Persuaders worked on the logistics of the giant artworks, creating the perfect blank-canvases for the project.
For the last two years we have worked with the WTA on their pre-Wimbledon party, for 2018 they wanted to expand the party and celebrate with the public. With a series of new photographs of the top female players and a new campaign focussing on ‘Women That Aspire’ to work with, we were tasked to create an interactive exhibition space and a fanzone for the public, a red carpet moment for players and celebrities to walk, as well as an indoor exhibition space and party for the players.
On 28th June on Bernie Spain Gardens we created a branded viewing space for guests to watch a live link to Eastbourne on a giant screen with a mini purple tennis court to host everything from tennis lessons with Judy Murray for local school children to live interviews with Monica Sellers.
We also designed giant structures to house the new life size photography of the players, these structures were inspired by the lines of a court, on a giant WTA purple platform, with an area for the public to view and take snaps of the real World No. 1 Trophies.
Inside OXO2 we curated an exhibition of the photography and used bold lines to create flow through the space, inspired by the motion of the game. This space was used for a media lunch followed by high profile interviews and an evening party attended by the biggest names in Women’s Tennis.
Client Benefit Cosmetics
Project Bold Is Beautiful pop-up charity shop
For the second year we’re delighted to have designed and produced the all-pink pop-up shop for the Bold Is Beautiful philanthropic campaign for Benefit Cosmetics.
The shops, open throughout May in London, Glasgow and Cardiff, sell a mouth-watering array of donated pink items, with all proceeds going to the Look Good Feel Better and Refuge charities. As well as all the pink stuff consumers can also get their brows done at our Brow Bar!
This year we designed a contemporary pink space, with instagrammable moments throughout, from our all-pink palm leaf arch, to our stunning mirrored cube light box.
Client: Estee Lauder
Project: DKNY Stories new fragrance launch
To celebrate the release of a new fragrance from DKNY, along with a re-brand The Persuaders designed and created the worlds first transatlantic selfie-booth that allowed consumers in the UK to speak live with New Yorkers.
The brief was to bring to life the fragrance ethos of #NYMadeMe, telling the story of New York and why it’s such a dynamic and creative place. We created an interactive set, the design of which reflected the fragrance packaging complete with a New York skyline and a box that contained a giant mobile phone touch-screen. The consumer experience allowed them to physically answer a call from New York in a style similar to FaceTime so that they could speak live to one of our DKNY team in New York as they showed them their favourite parts of the city.
We developed a bespoke App that functioned like a live video call to allow us to control and monitor the calls. We sourced and worked with a team of New Yorkers who could tell their story in multiple locations and times, feeding their stories back to the UK.
The UK set popped up in both Manchester and Sheffield with a team of brand ambassadors who, as well as assisting with the transatlantic calls, sampled the fragrance and drove traffic to stores.
Results: Over the 2 weekends we logged over 150 live calls and samples over 24,000 samples, interacting with over 30,000 members of the public.
Client: White Label
Working closely with the team from White Label we designed and produced the Krug Kreperie, a week-long outdoor pop-up consisting of 1 kitchen pod and 2 seating pods under the brand theme of Rough Luxury
The pod exteriors were designed to emulate crates of champagne, arriving on site wrapped in bows like a gift to Covent Garden. The interiors opened up to reveal the ultimate luxury seating environment including Baccarat chandeliers, reclaimed wooden flooring from an 18th Century French chateau and heated, imported Italian leather seats.
We were asked to help place Tanqueray at the heart of the UK gin revival and ensure this established brand challenged the newer boutique gins.
We designed and created a pop-up Gin Palace in the heart of London, staffed by the world's best bar tenders and hosted by Idris Elba. The Tanqueray Gin Palace was an innovative new direction for this Gin brand, reinvented for a new audience. Our experiential concept incorporated Tanqueray's Victorian heritage whilst blending it with its current strong contemporary style.
The pop up gained more than 100 pieces of coverage and generated social media buzz and media impressions of 500 million. Capacity was reached overnight welcoming hundreds of influencers and target consumers.
"I was really impressed with everyone's dedication, professionalism and willingness to go above and beyond!" Joanna Sesseger, Brand Manager, Tanqueray.
Client Benefit Cosmetics
Brief 'There's a glamorous 70's Disco in my Wardrobe' - to celebrate the release of the new Holiday Gift Box Brownanza Collection which comes in a wardrobe-shaped box, Benefit Cosmetics asked The Persuaders to create a consumer event that would showcase the new collection, give make-overs to fans of the brand and then take part in an immersive Disco experience!
Delivery Our strategy for the experience was based on the brand history. The brand was born in 1976 - the height of Disco, so we created Studio 76 – it's a chance to show how fun the brand is and reinforce that they don't take make-up too seriously. The brand tagline is 'Laughter is the Best Cosmetic' so we wanted this activity to bring that ethos to life and really immerse the customer into the Benefit world.
Customers purchased tickets via Event Brite for the experience with each session lasting an hour and a half. The customer experience journey started on arrival as they stepped through a giant wardrobe door and into a Brow Boutique where they had a full Benefit make-over including brow services and cocktails. They were then invited into the Disco room where a fully immersive dance experience took place with DJ's, disco-dance champions and a roller-skating disco diva!
Results 2 days in London followed by 2 days in Liverpool, both events fully sold out including 169 members of the public and 69 influencers.
As part of our continuing relationship with the brand we were also asked to produce and art direct a series of photo-shoots and films as part of a brand-wide repositioning. We worked with international photographers and models across the globe to produce shoots for Samsonite Black Label, Samsonite Originals, Samsonite Sports and the American Tourister brands
We also worked closely with Samsonite PR to produce a series of press shots for the Black Label Trunk range and the Milla Joovich campaign.
Photography by Dominick Guillemot | Sandro Sedano | Robin Derrick
Client: Benefit Cosmetics
Project: Extreme Brow Bar
The Persuaders created the Extreme Brow Bar on the South Bank of the River Thames as part of our 2018 brief working with Benefit to promote their position as the UK's no.1 Brow Authority.
Renowned for waxing and styling more eyebrows than anyone else in the UK since 1976, Benefit Cosmetics wanted to prove to anyone who’s afraid of giving someone else the tweezers, that achieving great, natural looking brows doesn’t have to be extreme!
Rising up to a brow-raising 65ft in the air, consumers who took part in the extreme brow bar challenge received £100 in brow products for braving a ‘sky high’ professional brow pampering!
We also parked our trusted Brow Mobile nearby for those not quite brave enough.
According to Head Make Up Artist and Brow Expert Lisa Potter-Dixon, many women are worried about facing the wax strip or tints for fear of a mishap that leaves them with extreme looking brow, so our stunt was produced to highlight this and hopefully set aside people's fears
We serviced over 67 people, all of whom went up to the full 65ft!
Brief Design and build an inspiring interactive showcase for the brands Christmas collection. Creating something that will take the media on a journey through Christmas
Delivery We created the concept of giant Christmas gifts, large enough for the guests to walk into and discover each collection,
Client Benefit Cosmetics
Brief Launch Roller Liner! The new matte liquid eyeliner features a precision felt tip for sharp controlled lines and a super-smooth application that won’t drag or smudge - and gives you the perfect WINGED eyeliner.
Delivery The Persuaders designed and created the Just Wing It pop up shop -serving a double whammy of wings! Taking inspiration from traditional high street Chicken Shops - we created our very own WING shop complete with individual booths, each designed to be highly instagrammable and drawing on the traditional checks and stripes but with a Benefit twist.
Results We were open for 6 days, serving over 1750 chicken / vegan wings and double the number of winged eyes.
To celebrate the 65th Anniversary of the classic Clarks Desert Boot, The Persuaders were asked to design a set of global design templates.
Working with in-house historians and shoe experts we created a simple yet effective shoe-box based 'village' that took the public on an experiential journey through the history of the Desert Boot; from the initial ideas inside the mind of Nathan Clark in 1950 through Jamaican Rude Boys to the London Mods.
The designs templates then went to all the global markets to build and interpret in their own ways.
Client Coca-Cola / Lexis PR
Brief Create an immersive launch event for media and influencers, that brings to life the new #CokeSummer campaign, inspired by the limited-edition bottles of Coca-Cola, Coca-Cola Zero Sugar and Diet Coke featuring the names of 75 famous cities and exotic beaches, ensuring the event has multiple touch points for guests to engage with and share on social sparking re-appraisal and brand love. – all part of this summer’s Share A Coke campaign.
Delivery The Persuaders transformed a blank canvas event space in London into a cool summer holiday destination, complete with driftwood cabanas, palm trees and even a real sand beach. On entry to the event guests had to pass through our 'airport lounge' and check-in at Coke Airlines before being whisked away to sunnier climes.
From big and bushy to thin and sparse – no matter what the brow woe, Benefit Cosmetics, the UK’s number one brow authority, has you covered! Launching 1st March and hitting the road for three months, Benefit’s brow bar on wheels will tour the United Kingdom on a mission to transform the nation’s brows.
The Persuaders conceived the concept of the Brow Mobile, an 'all-terrain' vehicle that can literally go anywhere in the UK to deliver the perfect Benefit Brow to Bene-fans no matter where they live.
We sourced and converted the vehicle, re-designing the exterior and giving the interior its own make-over, fitting the worlds smallest Brow Bar inside the back.
The Persuaders have also planned the UK tour and has a team of brand ambassadors that will travel with the vehicle over the next few months.
Working closely with Luna Cinema, Comedy Central and Warner Bros, The Persuaders designed and built the main sets for the new touring FriendsFest - a celebration of the iconic Friends TV Series.
The Persuaders have faithfully recreated Monica and Rachel's New York apartment as a 'film set' as well as building a faithful recreation of the exterior and interior of Central Perk. With Warner Bros and Comedy Central both keen to keep as true to the original as possible, this project was research-heavy but with plenty of Friends 'super-fans' on the team it became a labour of love!
The festival site also includes a stage playing clips from the shows, a recreation of the Title Sequence, a 'Vegas Wedding Chapel' for fans to recreate the infamous Ross and Rachel wedding scene and a Silent Disco where you can learn the hysterical New Years Eve routine.
With tickets selling out in under a week, the site will be packed with fans and the festival goes on tour across the UK from end of August till the beginning of October.
The tour, which kicked off last week at Haggerston Park in London, opens at Chiswick House & Gardens in London on the 1 September running until 4 September, before heading to Hylands House in Chelmsford, Harewood House in Yorkshire, Knebworth House in Hertfordshire and Blenheim Palace in Oxfordshire.
To celebrate the launch of the Schweppes 12 Twists of Christmas cocktails, The Persuaders designed and produced a 2 day pop-up masterclass event in Covent Garden.
Transforming the White Space venue into an immersive brand world, complete with bubbles, lights and lots of festive sparkle, we created a 20ft long bar as well as an exclusive masterclass room where mixologist Matt Whiley demonstrated the 12 different cocktails developed by Schweppes.
Client: Forever 21 | Shine
The Persuaders produced the launch of the opening of this international brand to the UK and Europe. The project included a fashion show launch event as well as producing the first European shop opening at the Bull Ring in Birmingham.
Always and Forever 21. The event was designed to reflect the brands key messages of uniqueness and style. The catwalk was produced to mimic the in-house style of the stores.
To launch this new range of Clinique skincare, aimed specifically at a millennial audience, The Persuaders were briefed to create an experiential campaign that took the products to the consumer in an exciting immersive environment.
We designed and produced the Clinique Pep-Stream, a converted airstream campervan that toured the UK, visiting city centres and University campuses reaching well over 60,000 young consumers.
The interior of the airstream took the audience on a journey through the busy and hectic 'Life in a Day' of a typical millennial, then through into the calm and cool work of the new pep-start product.
We also developed and ran a 'secret key' competition to drive consumers from the activity to the Clinique counters in local Boots stores where visitors to the airstream could choose a key from a lucky dip with one key per day opening a box of Clinique goodies on counter in store.
Client Benefit Cosmetics
Brief Design and produce a pop-up charity shop that can visit 4 key cities, to raise awareness and money for the Bold Is Beautiful charitable program.
Delivery The Persuaders designed and created the all-pink charity shops. An incredible 'Aladdin's Cave' of pinkness. We took our inspiration from classic charity shops that are full to the brim with knick-knacks of all types from clothes to toys to books and records... and of course plenty of make-up including a brow bar where shoppers could have brow treatments - all for charity of course!
We opened the pop-up for a weekend in Covent Garden in London and travelled to Dublin, Manchester and Glasgow, contributing to the full fundraising total of £280K!
The Persuaders conceived, designed and produced a set of 6 L'Oreal Luxe fragrance coffret specifically targeted at a millennial audience who had become disinterested in the perfume market.
Our idea was to develop personalised modern fairytales, where the purchaser could include the name of the person they were buying for directly into the story. We developed 6 stories, one for each fragrance including; Si by Giorgio Armani, Mon Paris by YSL, La Vie Est Belle by Lancome, Black Opium by YSL, Armani Code by Giorgio Armani and BAD by Diesel.
Each fragrance had a 'personality' that would match the personality of the person receiving the gift, helping the consumer to chose which gift to give.
The personalised coffret books were available exclusively on-line at Boots.com whilst a set of non-personalised coffret were also available in the top 100 Boots stores.
The Persuaders designed and produced the coffret as well as designed and developed the 'scent story' website portal for the personalised coffret, which can be seen here.
The coffret were on sale during the Christmas 2016 period but the concept has been rolled out to include Valentine's Day and Mother's Day 2017
For 2016 Benefit Cosmetics announces their biggest launch, TheBrow Collection. A comprehensive collection of 9 innovative Brow products totaling 45 different SKU’s, the collection is set to explode the Brow Category and make Benefit Cosmetics the ‘go to brand’ for all your brow dilemma’s.
For such an important launch it was crucial for the brand to engage with each and every individual Benebabe staff member across the UK and Ireland to introduce them to the Brow collection, excite them at what the collection will mean to Benefit as a brand and to them as an individual.
With 2 hugely successful training tours under our belt onboard the impressive 40ft converted shipping-container, Benefit turned to The Persuaders once more to roll out an immersive experience that would excite their staff and whet the appetite for what’s in store this year, introducing them to“The Year of the Brow”
Benefit Cosmetics have been “magically transforming’ brows since 1976 and the magic will be taken to whole new level this year with the Brow Collection, so it seemed fitting that the theme for the products and our tour would be magic. Taking the 40ft shipping container The Persuaders performed some magic of their own converting the container into an impressive cabaret style magicians theatre complete with a sparkling LED lighting system, velvet walls, glittered ceiling and top hat tables.
The Persuaders were tasked with securing venues to host our 22tonne truck in 17 cities across Scotland, England, Wales and Ireland over a 28 day period. With 6 event days a week, many in a different city each day, the truck saw 5 sessions a day with a total of approximately 1,900 Benefit staffthrough our doors. The tour was managed and hosted by our Magician, The Great Jordini who welcomed the Benefit staff to each session and got the excitement going with a “Brow Magic” performance.
The Persuaders team managed all aspects of the tour including container design and refurbishment, truck and tour logistics, venue booking, health and safety, tour scheduling and consumer engagement with our promo team in key selected cities engaging with the public.
Travelling the length and breadth of the UK, the tour completed its magical duties in Dublin with a special celebration of the global announcement of the Brow Collection with Irelands beauty bloggers and influencers being given exclusive access onboard for a champagne reception. Both the bloggers event and the entire tour were a huge success, turning heads in every city visited. The #wowbrows truck certainly got the attention it deserved and achieved our goal in paving the way for a truly magical Year of the Brow.
Working alongside Grayling PR, we designed and developed The Pimm's Indoor Summer Garden to encapsulate all that is British about summer and provide an opportunity to help drive purchase.
We created an immersive experience - a summer lawn complete with a cottage garden and 10ft oak tree where guests could book a picnic rug and watch Wimbledon on a giant screen out of the rain. We also built a potting shed bar and retail space where Pimm's lovers could purchase all their Pimm's related goodies.
"As ever The Persuaders approached everything with the utmost professionalism and delivered an amazingly creative launch party within a tight budget and a short turnaround time. Looking forward to the next project.” - Nicky Law, Director of Brands, Grayling PR
To launch the new creative advertising for the Viktor & Rolf Flowerbomb fragrance, The Persuaders worked closely with L'Oreal Luxe to produce an immersive showstopper, the Flowerbomb Taxi.
With its branded pink exterior the consumer is of course expecting something special but the interior, with its pink suede upholstery and explosion of flowers, is a true 'Flowerbomb Surprise'
The Flowerbomb Taxi will tour the UK, visiting key retail outlets throughout 2016.
To launch the new range of Hoola bronzing products for Benefit Cosmetics, The Persuaders transformed the White Space venue into a tropical paradise.
Guests were invited to collect their boarding passes from our Benetours travel agent and were then whisked away, first class of course, to the tropics where they could lounge on cabanas, nestle their toes into real sand and sip on a Pina Colada whilst taking fake-ation photo's in front of our giant postcards.
The event was open for 2 days, a day for media drop-ins followed by a consumer event for Bene-fans.
over 120 visitors
#hooladay 2000 impressions
Client SLAM PR
To celebrate London Fashion Week’s move to sultry Soho, ghd launched a provocative styling space in its London headquarters: the ghd S&M studio. The aim of the campaign was to cement ghd’s fashion credentials, in addition to engaging and educating consumers on key brand and product benefits (namely the recently launched ghd platinum styler).
Using the S&M theme as inspiration The Persuaders designed and created bespoke furniture pieces including key-hole cut padded panels, a gold love seat and a rotating padded bed.
The studio featured two sections, a social lounge and styling studio. Consumers booked tickets via event app YPlan to gain entry to get their hair coiffed by an expert ghd stylist. To play on the S&M theme, consumers could choose from two style menus – Sleek or Movement and would be led into the salon through either the S or M doors.
A media lounge was also located within the studio, where London Fashion Week attendees were able to recharge their batteries between the shows.
breathtaking photo's as always by Hanson Images
The Persuaders designed and produced this bespoke cocktail trunk for Snow Leopard to launch a series of new in-bar cocktail training sessions.
The cabinet was hand-made using reclaimed woods and leathers and displayed a range of herbs and other ingredients to be used in the cocktails. It came complete with it's own ice box and bar tool storage areas.
Client: The Croatian National Tourist Board
Working with Grayling PR and The Croatian National Tourist Board, we recreated the magic of a Croatian island and brought it to London in celebration of the country’s unique energy for life.
The Croatian island dazzled London commuters as it made its way past iconic London landmarks including Westminster and Tower Bridge flying the ‘Full of life’ flag, complete with bright and beautiful trees and flowers native to Croatia and an iconic medieval turret you’d love to explore.
Director of Croatian National Tourist Board Ratomir Ivicic explains: “Whether your dream break involves hopping from one perfect Mediterranean island to the next, exploring ancient sites, trying the best local food and drink or sport, Croatia has something to offer every taste and lifestyle.”
Celebrities including Naomie Harris, Louise Thompson and Slaven Bilić tonight enjoyed a VIP boat party on the River Thames as the popular holiday destination of Croatia launched its new ‘Full of Life’ tourism campaign in London. Adam Garcia, Olivia Inge and Tim Westwood were also among the famous faces who attended the star-studded event at Butler’s Wharf Pier.
World-renowned DJ Norman Jay MBE was on the decks as guests joined the Croatian Prime Minister Zoran Milanovic, Minister for Tourism Darko Lorencin and Croatian National Tourist Board director Ratomir Ivicicto to sample Croatian wine and canapes, while British street artist Inkie created a cool and contemporary live artwork called ‘Full of Life’. Party-goers were also invited to explore the magical, man-made Croatian ‘island’.
Following the campaign launch, Croatia has seen a 270k increase in pre-season visitors in the first year and a phenomenal 2.7million interactions on social media.
Continuing our work with Benefit Cosmetics, The Persuaders produced and delivered the launch and training campaigns for Roller Lash, a new mascara the Hooks, Lifts and Curls!
A full experiential campaign that rolled out over the Spring and Summer of 2015 kicking off with a media launch and training tour which took place within our 40ft shipping container, now converted into a 1950's beauty salon, inspired by the Roller Lash product vintage packaging.
The training tour travelled to 40 cities in the UK and Ireland training the Benebabes counter-staff. The Persuaders worked closely with Benefit to organise the transport and locations logistics for the tour, with our staff hosting the truck at each location.
40 cities with over 3000 staff trained
7500 facebook / twitter posts from Benefit associates
As a teaser pre-launch to the 2017 arrival of Bud Light to the UK, The Persuaders worked alongside 3 Monkeys | Zeno to produce the Bud Light Taste of America pop-up store in Brick Lane, London.
Open for 2 days, with more than 3000 visitors, the store allowed shoppers to not only sample Bud Light but also get their hands on exclusive products only for sale in the USA such as Kylie Jenna's Lip Kit, Peanut Butter M&M's and even a pair of Yeezy trainers!
A gum-ball machine dispensed random prize giveaways whilst an interactive vending machine asked guests to 'speak American' to win cans of Bud Light.
Client: Benefit Cosmetics UK
'The Persuaders always deliver on their creative concepts in the most beautiful and inspirational way, which of course fills me with confidence with each project. Their creativity, support and commitment to me, my team and the brand in the UK is exceptional and we look forward to another great year working together' - Hannah Webley-Smith, UK & ROI Marketing Director Benefit Cosmetics
Continuing our work with Benefit Cosmetics and the launch of #RollerLash, The Persuaders produced the 3-floor Curls Best Friend pop-up Parlour taking its design cues from the 1950’s look and style of Roller Lash, the new mascara that lifts, hooks and curls.
A 1950’s style salon was created where guests came for Curls, Cakes and Cocktails. The ground floor had a bar serving luscious cocktails and beautiful cupcakes, the middle floor became a beauty parlour where guests could book appointments for a faux blow, a make-over or a brow wax and the top floor was transformed into the Noir Bar lounge, with a nod to the They’re Real Mascara, hosted by Honest Leah herself. We worked with our wonderful colleagues from Hel’s Angels hand-picking the beautiful staff and talented hosts who welcomed visitors into the parlour.
The transformation of the building at 26 Greek Street was quite momentous, from the old Bay of Bengal restaurant with it’s wonky floors and crumbling walls we breathed new life into the old building. The Persuaders designed bespoke furniture pieces, lighting and art installations as well as sourcing and renovating vintage furniture over the three floors.
Creative Director Andy McDonald says ‘this project has been like a wonderful creative treat to work on… bringing the brand to life in such a creative way is pure joy and to see people’s amazed faces and positive reactions as they walk in is the best compliment.
The bar was open for the month of March and bookings were taken via a bespoke app created and developed exclusively for the bar.
photographs by Richard Hanson
2564 drinks served
302 treatments given
271 beautiful Benefit products served
2788 guests greeted and treated
60 pieces of coverage across top tier media, reaching more than 33,500,000 people with 99% featuring the product name.
#RollerLash generated over 72,300,000 impressions
Roller Lash became the UK’ no.1 selling Mascara (selling 93,600 units) during its first month of launch with they’re Real! claiming the number two spot
Client: Accolade Wines
To celebrate International Chardonnay Day we designed and built the Hardy's #1853Club.
Working closely with Hardy's and partner agencies we developed the concept of the 1853 Club, turning blank canvas venue White Space into a 3-day pop-up wine bar.
We took our design influences from the heritage of the brand and many of the tasting notes of the wine itself, with the modern Chardonnay revival allowing us to steer away from the dark, oaky character to create a clean, contemporary space with subtle nods to liquid including a back bar made from hundreds of leaves taken from the original Thomas Hardy's note book, to the fruity coloured bar stools.
A secret tasting room reflected the terroir of South Australia whilst a time-line made from a modern interpretation of the vine led the guests into the main space.
The campaign generated more than 1 million social impressions and sales of Hardy's grew by 9% in the campaign timeframe, with the average spend per bottle increasing as well.
We designed and developed the launch event for the collaboration between two British greats, Gordon's Gin and Sir Terrance Conran
Using the venue of The Vaults of No1 Marylebone, we transformed the 10 vaulted spaces into 10 design concept rooms all being revealed to the guests simultaneously with a dramatic kabuki drop.
We are proud to announce that for the second year the Women's Tennis Association have asked The Persuaders to produce the Tennis world's most coveted event, the WTA Pre-Wimbledon Party.
Taking place at the Roof Gardens in Kensington it was a star-studded affair with most major players in attendance.
The Persuaders battled through torrential rain to produce the red-carpet entrance and media area as well as the interior styling which took 'global travel' as its theme.
Client: Glenmorangie | LVMH
The Persuaders were brought on board this project to develop global event guidelines to help as part of the transition of the brand acquisition by LVMH. The guidelines included details for the global markets on how to produce a launch event As well as designing the guidelines as an on-line portfolio we also produced 4 launch events one in London, one in Singapore, one in Prague and one in New York.
'It is always a delight to work with The Persuaders - creativity is central to their approach and their attention to detail never lets you down' - Imogen Russon, Head of Communications, The Glenmorangie Company, LVMH
As part of the launch of the new TAR Liner we worked with Benefit Cosmetics to transform a shipping container into a touring training facility. Inspired by the campaign #criminallyeasy we carried the prison theme through from the launch event to the container, with its bright orange exterior to it's cell-like interior and our BeneSecurity guard watching over the girls and making sure everyone behaves!
The truck started its journey in Ireland and is and continued into mainland UK travelling from Glasgow down to London on a three week tour training staff from Benefit counters and boutiques in all the major cities.
28 cities covered
over 1500 staff trained on board the converted shipping container
3500 facebook / twitter posts from Benefit associates
'As ever The Persuaders approached everything with the utmost professionalism and delivered an amazingly creative launch within a tight budget and short turnaround time' - Nicky Law, Managing Director, Grayling
Britain’s green spaces are being gobbled up by the ever growing concrete jungle. In response to this The Persuaders, working alongside Grayling PR have created the new urban leisure concept of Skipnics for Pimm’s, so this summer, it doesn’t matter if you haven’t got a glorious garden or balmy balcony to enjoy the Great British outdoors!
Providing a welcome area of green in an otherwise urban sea of grey, The Persuaders built a series of skips that became dedicated pop-up picnic areas for two days in August, for consumers to enjoy a ‘skipnic’ and a break from the humdrum of the city. Transformed into little green oases, each skip was designed with a Great British Outdoor theme, from the quintessential country garden to an allotment complete with it's own garden shed.
Open from 12noon – 6pm each day, consumers brought along their own picnics and were treated to a free sample of Pimm’s and a cucumber sandwich from the Pimm’s sampling team, dressed as workmen in high vis jackets.
trade media including Event Magazine
photographs by Dave Parry at PA
Client: Diageo | Grayling
The launch of this second year of collaboration between iconic British design and Gordon's Gin saw fashion designer Alice Temperley design 10 new labels for the brand. The Persuaders produced two events to mark this partnership; an exclusive long-lead event for which we designed and built a series of bespoke display props based on the stories behind each label and most recently a big in-store party to celebrate the launch of the labels.
2014 is an exceptionally exciting year for us at The Persuaders as we're really proud to announce that we're working with Benefit Cosmetics to help them launch an amazing and innovative new product.
We can't disclose exactly what that product is just yet but until we can here are a few images from the first big launch event which took place in London this week.
photo's by the incomparable Richard Hanson
Client: Pernod Ricard
To celebrate the collaboration between Jonathan Saunders and Beefeater 24 for London Fashion Week, we created an event that showcased the brands premium credentials and brought to life their distinctive bottle design.
"The Persuaders took a passionate interest in getting under the skin of Beefeater 24 as a brand in order to help deliver a super-premium experience for the consumer along with high-quality, luxury branding at the event itself." - Nicola Connolly, Global Senior Brand Manager, Beefeater 24
The Persuaders were appointed the global production company for the launch of the Samsonite Black Label range and created a template for all their events. As part of this relationship we also designed and produced a number of premium global fashion events that previewed the new collections in a setting that was inspired by the Black Label store concept and first class air travel.
"The Persuaders became an integral part of our business, delivering and leading our brand image through design, photography and guidelines, as well as fulfilling our need for a global lead production agency. Their combination of aesthetic vision, quality delivery and professionalism ensured that they became a true partner" - Richard Brett, Global VP, Marketing & Communications, Samsonite
Client Elizabeth Arden
Brief Launch the new Juicy Couture fragrance to the UK market with particular focus on sampling across the UK.
Delivery Taking the 'sugar and cake' theme as our inspiration, we designed and created our cupcake van that toured the UK delivering joy to the nation. Inside the van was an experiential photo opportunity in the form of a fun ball-pit, where we encouraged the public to 'come the cupcake'
Results We visited 12 city locations over 2 weeks, including 3 university sites. 40,000 samples distributed, 17,000 snapchat views and over 1000 instagram posts. Sales continue to be up 98% above KPI's.
2014 saw the world in the grip Football World Cup fever.
All across the globe, whilst men celebrate the 'Beautiful Game' and pubs and sports bars fill with the cheers of a billion male voices, the majority of women lamented the passing of those four weeks... that was until The Persuaders, working alongside SLAM PR, created the Gabbi's Head pub. The ultimate girly pub environment. A place where women could come and watch all the matches in cool and comfortable Benefit inspired surroundings, learn a thing or too about football, check out some of those gorgeous footballers legs and perhaps get a bit of eyebrow shaping at the same time.
After months of searching over 150 venues we finally found the Prince of Wales pub in Drury Lane, Covent Garden. We painstakingly converted the room on the first floor into a Benefit-pink, female friendly haven for football lovers and we opened for 7 weeks of business from midday each day with some delicious food, stunning cocktails and some fun events including classic pub games, karaoke and comedy nights.
#GabbisHead used 6000 times
over 5000 visitors through the door
895 user-generated posts on instagram
84 pieces of coverage in top-tier media
with thanks to the amazing Richard Hanson for the beautiful photographs
Client: The Academy
To launch the exclusive collaboration between QVC and H by Halston, The Persuaders recreated a little touch of the infamous Studio 54 in the basement club of the Edition Hotel.
A 1970's disco dancefloor and a selection of sleek mannequins displayed the collection whilst the guests could strut their stuff and check out the clothing range at the same time.
To introduce the new #BeneParty Christmas tins to the British beauty media The Persuaders built a party shop within the Benefit flagship store on Carnaby Street.
We transformed the basement beauty bar into an 'old-fashioned' magical shoppe complete with all the ideal party items such as streamers, hats and bubbles. Each shelf unit was decorated to reflect one of the ten different party tins with a bespoke design and build.
Over 83 attendees from all the major media were greeted by the head of PR, who stood behind the specially designed counter, as though she were the proprietor of the shop.
Client: Merlin Entertainment
The Persuaders create New ‘behind-the-scenes’ fashion experience at Madame Tussauds London starring Cara Delevingne and Kendall Jenner
The new addition to the attraction offers guests a peek ‘backstage’ at an international fashion event brought to life through a multisensory set, plus fans get to hang out with two of the fashion world’s most famous faces – Kendall Jenner and Cara Delevingne (plus a guest appearance from Anna Wintour*).
Jules Heaton – Global Brands Marketing Director, Madame Tussauds commented ‘The Persuaders were engaged by Merlin Entertainment as Creative Directors to design and style the new experience based up upon their work with fashion brands during London Fashion Week and their continuing successful work within the immersive events industry. Our aim is to increase the immersive element of the attraction and The Persuaders were the ideal agency to help us achieve this.’
Fans relished the opportunity to ‘get runway ready’ with Kendall, whose amazingly lifelike figure is positioned ‘backstage’, casually seated at a makeup table preparing for the catwalk. After checking out rails of some of the latest trends, guests can sit beside her at their own tables strewn with products from official London Fashion Week partners, Maybelline New York and TONI&GUY, with the smell of Lavazza coffee in the air.
Then it’s on to the catwalk to pose alongside Cara’s likeness, impeccably dressed in a shimmering Yves Saint Laurent dress she wore to the Paper Towns premiere, recreated to the last detail by the fashion house exclusively for Madame Tussauds London. And, as guests sashay down the runway they face the scrutiny of none other than Anna Wintour – Editor-in-Chief of American Vogue, famous for her pageboy haircut and oversized sunglasses.
Andy McDonald, The Persuaders Creative Director commented ‘it’s an honour and very exciting for us to work with such a recognisable international brand and help them achieve new ideas. We worked with a brilliant team from Madame Tussauds and right from the start we helped them conceive the experience, how it could become more immersive and celebrate the intensely vibrant world of fashion at Fashion Week’
The experience has taken six months to develop and The Persuaders worked closely with Madame Tussauds to ensure authenticity wasn’t compromised whilst logistics continued to work within the space. Around 20 artists worked on each figure and it took four weeks alone to create Cara’s trademark eyebrows with each hair inserted individually by hand.
The Persuaders worked with Fishburn PR to produce the UK Premier launch event for the new AMC TV Show Fear The Walking Dead - the companion series to the global hit The Walking Dead.
We transformed a disused venue in central London into a bunker-style safe-house complete with shelves stacked with food containers and water bottles, eerily lit plastic sheeting and a virus scanner that detected the infected amongst the guests. Cocktails were served in tin-cans and ration-packed canapés were handed out from radioactive trays. We even planted a few hidden zombies amongst the proceedings who shocked and scared the audience and added to the fully-rounded experiential style of the event.
The following day The Persuaders re-built the virus scanner in Waterloo Station to create a photo-stunt. Our infected then roamed key sites in London 'photo-zombing' tourists and creating an atmosphere of fear. We stopped by BT Tower, The Houses of Parliament and event recreated the infamous Beatles Abbey Road crossing!
Client 3 Monkey's Zeno
Brief Launch the Jacob's Crackers pop-up restaurant
Delivery The Persuaders designed and built this pop-up restaurant in the heart of Covent Garden to celebrate the collaboration between the brand and cheese-maker Alex James, who is in the band Blur. The aim of the pop-up is to elevate ordinary, every-day ingredients into something extraordinary and to inspire people to get creative with crackers.
The pop-up was open for 2 days in June and featured a lunch and dinner tasting menu served entired on Jacob's lunchtime crackers range.
We produced a 'rustic kitchen' environment with family style table seating, transforming a double-fronted shop on Neal Street into the perfect place to immerse customers into the brand.
Results Tickets sold out on Event Brite within 2 hours!
The Persuaders designed and produced an innovative blogger event for the launch of a new range of colour mascaras and eyeliners from Benefit Cosmetics. The UK’s number one selling mascara ‘They’re Real’ now comes in two new colourful shades along with 4 new colourful shades in the They’re Real Eyeliner and to announce this the team from Benefit wanted to create an event that celebrated these bold colours to an audience of bloggers.
The Persuaders concept was to turn the event space into a paint party where guests could have fun exploring the world of colour in an innovative way. To ensure the clean white venue was kept from being damaged The Persuaders lined the entire main space with polythene and then created 4 ‘paint zones’ within the lined walls, including a Balloon Bursting Shooting Gallery, a Turn Table Splash Zone, where the host was painted on as her slowly rotated and a Paint Pistol Gallery where guests could fire paint-filled water pistols at personalised canvases.
Guests were required to don full-body paint suits, goggles, masks and gloves and then after a short safety briefing they all went wild! We even produced colourful cocktails and bowls of coloured sweets in keeping with the new product colours.
Before guests left the party they had the chance to clean up, remove any stray splashes of paint and freshen up their make-up by the Benefit Make-Uppers who were on-hand with a selection of products and the new eye-liners and mascara’s to trial.
'Benefit events have always been about being as outrageous as we possibly can. For the launch of our new coloured liners and mascaras we wanted to offer our digital darlings something that would surprise and delight in a way that represents the brand’s history and DNA. A messy, wild and colourful paint party would have definitely made our founders proud! The best part is that this event by The Persuaders perfectly mirrored the message that we wanted the girls to experiment with the paint colours the way we would want them to have fun and experiment with the products.' Rema Gouyez-Benallal - Assistant Social Media Manager, Benefit CosmeticsUK
photo's courtesy of https://instagram.com/littlebigbell/
Client: The Wallace Collection
The Long Gallery had never been re-hung and to celebrate this The Wallace Collection wanted to launch Boucher in an innovative and stylish way that would turn the heads of all who attended the event.
For the launch of the They're Real Colours The Persuaders produced the Magical Talking Magnifying Glass, a giant prop that gives out sage colour advice to passers by.
Alongside our very own Agent Dick and Honest Leah the magnifying glass will travel the UK visiting Benefit boutiques and counters in departments stores and shopping centres.
The talking magnifying glass has been designed by us to dispense its 'words of wisdom' via a motion sensor built into the stem. When shoppers approach the mirror it speaks to them in rhyme and suggests they try one of four new colours of mascara or eye-liner. The magnifying glass is battery powered and can be carried around the store by Agent Dick or it can stand by itself on a bespoke acrylic stand.
The Persuaders conceived and designed the Pringles View Tube, which is a sofa designed specifically to help stop those huge arguments that seem to rear their ugly head whenever couples want to watch different films… now they can share the same space – and a tube of Pringles of course – whilst watching their own choice of film!
The Persuaders worked closely with Grayling PR to develop the View Tube in answer to a brief from the client. - Pringles quizzed 2,000 people to uncover the top 10 biggest tiffs between men and women and found picking a movie both people like is one of the main sparks. The research found the average person wastes 590 minutes of their life every year watching movies they don’t want to, just to keep their partner happy. Men are the biggest victims, with 80pc admitting to biting their lip over film choices every month, while 23pc of women go along with rubbish flicks to avoid a bust-up. Rom coms like Love Actually are the worst offenders when it comes to film hates for men, while women find horror flicks such as Saw a real turn-off. The research marks the launch of a new movie promotion that offers consumers the chance to download a digital HD movie when they buy two tubes of Pringles.
In response to the results, The Persuaders designed and developed the world’s first ever couples’ sofa called the ‘View Tube ‘ to ensure arguments over what to watch are a thing of the past. Couples can recline in style on two upholstered lazy boy chairs with three foot rest positions for ultimate relaxation. The ‘View Tube’ caters to all your needs with a fridge for movie nibbles and a wine cooler to keep your favourite tipple at the ready. A centre console area even has room for a selection of Pringles tubes.
The Persuaders produced this prestigious 'red-carpet' event for the Women's Tennis Association at the glamorous Kensington Roof Gardens.
From the design and management of the purple carpet media entrance to the stunning interior design, the focus was on the WTA's new Power To Inspire brand messaging. Our inspiration for the light-up furniture and shimmering bespoke decor items came from the 'spark of inspiration' styling of the WTA power visuals.
The VIP guests included all the key major female tennis players such as the Williams sisters, Ana Ivanovic, Maria Sharapova and Laura Robson as well as Sir Richard Branson
photography by red photographic
Over the past 17 years The Persuaders have produced shows for some of the worlds leading fashion designers including the first ever commercial event at the Millennium Dome for Julien Macdonald, Tracy Boyd and Bella Freud.
For over 50 years, Duracell has been powering smiles of children on Christmas morning by bringing toys and games to life. This Christmas, Duracell along with former Spice Girl and mother of one Mel C, are on a mission to help power even more smiles by partnering with Barnardo’s - the children’s charity supporting the UK’s most vulnerable children and their families
To launch the campaign, Duracell offered people the chance to experience a magical Christmas sleigh ride with the loveable Duracell Bunny at Bluewater Shopping Centre.
The Persuaders designed and built an exciting 'green-screen' sleigh-ride, powered by Duracell battery jet-packs! The sleigh sat on a bespoke hydraulic stage and bubbles flew out of the jet-packs. The Persuaders also developed the bespoke animation for the film which was instantly uploaded direct to youtube from site. The youtube site has had over 4000 views and close to a million shares!
We created an award-winning bespoke environment within the Bread & Butter fashion expo to showcase the European collection of this internationally renowned fashion brand.
An elevated catwalk ran around the exterior of the shop-floor that was fitted with hand-made leather upholstery and vintage chandeliers to create the feeling of bling boutique hotel glamour.
The Persuaders were asked to create an event to reflect the Selfridges Bodycraze month-long in-store activity. Celebrating the body beautiful in all its extremes, the event included aerial acrobatic performances, naked models in acrylic boxes and a fetish bar. We also art-directed and choreographed an entrance routine with Kylie Minogue including lingerie-clad dancers on the escalators.
Client: Mission Impossible | Serpentine Gallery
As part of their yearly Serpentine Pavilion temporary structure build The Persuaders were asked to produce a series of live 'music and chat' shows hosted by BBC Radio London DJ Robert Elms with guests such as Suggs, Sir Paul Smith and Wayne Hemmingway.
An touring exhibition of photographs of the flu virus that took the visitors on an experiential journey through the life of the virus using interactive media, set pieces and specially commissioned art .
Client: Mundipharma International
A Journey Through Pain - We took the key learnings from a global study on chronic pain and recreated some of the findings in an experiential format. Guests had to endure deafening noise in a room full of rusty spikes, heartfelt face-to-face video in the living brain room and squeezing themselves through a reconstructed constipated gut!
'thanks to The Persuaders for making our event happen at such short notice... an absolutely excellent performance and inspiring to see' - Laurence Bannister, European Targin Launch Leader
Client: John Lewis Partnership
Working with two designers in one production at the Peter Jones store in Sloane Square during LFW to celebrate the 75th Anniversary of the Peter Jones brand. We turned the newly opened atrium and carpet departments into fashion shows for Raphael Lopez and Kalin Wang.
Client: The Guardian Newspaper | OFM
For 3 years running we produced the OFM Awards on a variety of themes with the brief always being more focussed on 'party' rather than 'ceremony.' To this end we produced a fashion show, an art gallery and a street market, each a celebration of food, produce and producers.
'The Persuaders are always fantastically creative and produce stylish and sleek events which run without a hitch but most importantly, they are brilliant fun to work with' - Sarah Ellison, Senior Sponsorship and Events Manager, The Guardian Newspaper
Client: Danone | Cohn & Wolfe
The Persuaders produced an ambient sampling campaign to create interaction with the Actimel brand amongst target consumers. The environment we produced needed to emphasis the brands message of health, fun and family values. Our 'winter wonderland' theme was a large interactive set that toured major cities in the UK.
Client: DMG World Media | AN Digital
A Christmas party to rival all Christmas Parties, this circus themed event brought together the best talent from the world of burlesque cabaret at Koko in Camden Town
Client: P&G | H+K
Our brief was to produce a medial launch with a 'stealth', 2-day pre-seeding period followed by a high-profile event under the brand launch theme of Cold is the new Hot. We designed and created a snow covered beach with froen palm trees, ice bars and fur-lined deckchairs all under and inflatable ice cube structure situated on london's South Bank for maximum exposure.
'My experience of The Persuaders is that they pride themselves in being partners versus just “suppliers”. They bring energy, enthusiasm, flexibility and value to every project and have always been a joy to work with." - Gina Jones, Director, Hill + Knowlton Strategies
To kick-off the IXUS 10th Anniversary celebrations we produced a performance extravaganza that was a visual treat that brought to life the brands iconic status with the help of dancers, costumes and a moving walkway.
Client: Head & Shoulders | P&G
We produced, designed and art-directed this photo-shoot to announce the new face of Head & Shoulders, Melanie Sykes. The '50's Glamour' concept was used to enhance the brands status as a beauty product rather than a medical product.
Over the past 15 years The Persuaders has produced many launches for the Max Factor make-up brand including the European launch of Lipfinity where a host of dancers and a drag queen welcomed the guests to a London themed theatrical extravaganza, to the launch of Age Renew where we took journalists on a tour of 'bad light' scenarios such as a tube carriage, a changing room and the office.
Client: The Glenmorangie Company | LVMH
The launch of the Special Edition Glenmorangie Finealta