British Airways “A Ticket to Visit Mum”: We dare you not to cry
British Airways was looking for an Indian man in his 20s, living in New York City, with strong ties to a mum in Mumbai. The airline’s proposition: they’d fly mum’s home cooking across the Atlantic to surprise her NYC-based son. Instead, they brought the son to the mum—and caught their tearful reunion on camera.
Both mum and son—each of whom would have screen time—needed to have camera appeal. They had to have a special bond; mum would have to be an accomplished home cook; and the reunion needed to be significant. GENUINE dove deep into NYC’s Indian community—leveraging our own most relevant networks and resources. We simultaneously vetted candidates and their “mums,” and tackled logistical considerations, too.
We found an ideal pair. Our “mum” hadn’t seen her son in years, not since he left home at 17—making for an emotional reunion. With 1,566,514 views, the video went viral and positioned British Airways as a brand that cares. Watch it: we dare you not to cry.
Lean Cuisine: #WeighThis
Lean Cuisine’s #WeighThis campaign is an empowering look at a new way for women to “weigh” themselves. Finding the right women—relatable storytellers—would require a subtler, more nuanced strategy.
Apparently, women have a hard time recognizing—or speaking about—their accomplishments. With a knack for making people feel comfortable to share, we encouraged women to open up, allowed them to gradually reveal themselves and own their successes.
At 1.198M views, the video went viral. As a female company ourselves, we know it inspired women everywhere to identify their accomplishments within themselves—and acknowledge them.
Aquafresh: Surprise Testimonial
Aquafresh® was promoting its new Extreme Clean® toothpaste. The brand sought real people to play a “prank” on spouses and partners by switching out their current toothpaste, catching their partners mid-brush, and recording their reactions on their smart phones. The footage from the smart phone would be used in the actual commercial.
We had to recruit the accomplice to participate in a market research project and train them to shoot the video on their smart phone while asking questions that would elicit reactions from the brushers.
The commercial, shot totally by real people on their smart phones, captured spontaneity and fun while showcasing Aquafresh Extreme Clean® as the best bubbling toothpaste experience.