Concepts.

Challenge

Ginsters want to generate word of mouth around their Pockets range and get students to see Pockets as the perfect snacking solution.

Idea

Introducing PCKT, a clothing range designed for the student who packs snacks.

As the original line of Snackwear, the PCKT clothing range will include hoodies, cargos, puffer jacket, beanie and round mini shoulder bag. Each item would include a discreet pocket which happens to be the perfect size to store a Ginsters Pocket.

Clothing would be pre-promoted announcing that range will drop at Freshers' Fairs where students will be given a chance to try on the items revealing a Ginsters Pocket in each pocket.

Challenge

Starting a new life at university can be overwhelming with 39% of first year students showing signs of anxiety. However, 82% of vision board users report accomplishing at least half their goals, increasing if images are used and if seen regularly.

Idea

Recognising the power of visualisation, students would use Adobe Express to create modern day, social-first vision boards to imagine their future university lives.

Working with an Adobe representative, students would talk through everything they want from their student lives including friends, studying, graduating, hobbies and fun. Using templates and generative AI, they’d create their personalised vision board. Most importantly, they’d understand how easy it is to create using Adobe Express.

Vision boards would be available to download, share through QR codes or print to create a personalised, branded tote bag. Links would enable students to download Adobe Express and get exclusive access to Premium for 3 months as they start their university life.

Challenge

Epic Games wanted to bring new players into Fortnite, but for students the game only exists behind a screen in their bedroom. The opportunity was to bring the energy of Fortnite onto campus in a way that felt social, physical and easy for anyone to join, whether they were serious gamers or casual fans.

Idea

Fortnite Hide & Seek IRL is a real-life campus game inspired by everything that makes Fortnite fun.

Students would scatter across a designated campus zone while seekers hunted them down, using infrared targets and IR devices to recreate the feeling of being “found” in-game.

Physical Supply Drops would be hidden across campus, giving players extra lives and creating moments of surprise, discovery and shareable content.

The experience would be light-hearted rather than overly competitive, with hosts and creators keeping the energy high, encouraging TikTok and Instagram content, and awarding prizes for moments such as most creative hiding place and best skin (costume).

To extend the experience beyond the day itself, university campuses would be recreated in Fortnite, giving students an open playground to continue playing Hide & Seek and other mini-games online.

Challenge

CitizenM needed to show students that its hotels are not just places to stay, but flexible, design-led spaces that can support a more independent way of living, working and travelling. The challenge was to make the value of a MyCitizenM+ membership feel tangible on campus.

Idea

WFH: Work From Hotel is an immersive campus experience that lets students step inside the CitizenM world.

One side of the stand would showcase the different locations students could work from with a MyCitizenM+ membership. The other side would recreate a CitizenM room, bringing its design-first philosophy and technology-led experience to life. Students could interact with the space, control room features through a connected iPad, and look out through a digital “window” showing rotating city views from CitizenM hotels around the world.

A Spin The Wheel mechanic would drive participation, giving students the chance to win free membership periods, with one student per university winning a full year of MyCitizenM+.

Challenge

Lounge needed to create a brand experience that felt intimate, desirable and emotionally relevant to students, rather than a standard sampling or product display. The opportunity was to connect Lounge with self-care, confidence and taking time out from the pressure of university life.

Idea

The Lounge is an invite-only campus experience designed as a physical escape from the noise of daily student life.

Built to feel like stepping inside a Lounge gift box, the experience would run as bookable sessions where students could relax for 30 minutes in a soft, pastel-inspired environment filled with cushions, duvets and sensory details.

Activities would include massage chairs, manicures, tote bag painting and vision board creation. A central sofa area would play nostalgic shows such as Gilmore Girls, Gossip Girl and Victorious, with popcorn and iced matcha lattes served alongside the experience.

Lounge products would be integrated through assistants modelling loungewear and mannequins showcasing underwear and lingerie, making the brand feel part of the atmosphere.

Challenge

Miniso needed to drive student consideration and store visits by showing the breadth of products available in nearby stores.

Idea

Mini Miniso is a pop-up version of the store brought directly onto university campuses.

The space would showcase a curated selection of products from the larger local store, giving students an easy way to discover the brand without leaving campus.

Over three days, products would be swapped out to create a treasure-hunt effect, encouraging repeat visits and word of mouth. Students would also receive scratch cards offering the chance to win prizes or instant in-store discounts, connecting the campus experience to store traffic, purchase and long-term brand loyalty.

Challenge

Sessions needed to build awareness of its Stranger Things-themed menu drops and turn anticipation for the final season into real-world student engagement and sales.

Idea

Hellfire Club Nights are campus gaming sessions inspired by the Dungeons & Dragons culture at the heart of Stranger Things.

Sessions would partner with university gaming societies to host themed D&D sessions on campus, bringing fans together around a shared cultural passion.

The experience would be supported by Stranger Things-themed food from the menu drop, giving students a reason to sample the menu and receive discounts to prompt ordering at home.

By combining fandom, food and social play, Hellfire Club Nights would make the menu feel like part of the Stranger Things universe rather than a standard delivery promotion.

Challenge

Wendy’s needed to build student awareness in a way that felt more distinctive than standard sampling or a food truck on campus.

Idea

New Girl In Class is a live campus takeover where Wendy becomes a real student for the day.

A trained performer would bring the Wendy’s character to life, complete with red pigtails, sharp fashion sense and the brand’s famously snarky tone of voice.

Throughout the day, she would attend lectures, socialise on campus and create playful moments with students and professors, all captured on video and shared on social, while never directly acknowledging the restaurant connection.

The activation would build intrigue, conversation and social content across the day before the big reveal: a Wendy’s food truck arriving on campus, with Wendy herself handing out burgers to students.

Insight

Crocs fans use Jibbitz charms to showcase their personality in the same way gamers use avatar skins.

Idea

Gamers will mix and match Jibbitz on their clog and scan them on Crocs.com to unlock game codes for exclusive personalised skins and items.

Generate thousands of different charm combinations. With hundreds available, players can explore countless combinations, sharing successes on social media and working with other fans to figure out winning combinations and release clues.

Brief

Depaul is a charity which supports young people experiencing homelessness. They want to increase awareness and sign up of their Nightstop initiative which asks people to give up a spare room for the night.

Idea

Covid has ensured everyone is familiar with using QR codes. In the UK and Europe, 86.66% of smartphone users have scanned a QR Code.

QR codes will start appearing on streets in locations where Depaul provides their Nightstop service. The QR codes will be cleaned into pavements which will add to the intrigue.

When scanned, they link to a video from a homeless young person speaking straight to camera. They’ll thank them for visiting their home, on the street, explain Nightstop and ask if they would consider inviting someone like them into their spare room.

Brief

Depaul is a charity which supports young people experiencing homelessness. They want to increase awareness and sign up of their Nightstop initiative which asks people to give up a spare room for the night.

Idea

2.2 million students from all over the country will move away from their parents to stay in new accommodation by 2026. This means their old rooms are going to be empty for the next few years.

University is a time to become independent which includes leaving things behind so students will be encouraged to give up their old rooms and ask their parents to take in a young person living in homelessness.

Students will be invited to make an AI-generate image of themselves living on the street as part of a letter with editable text to personalise for their parents. The letter will explain how to sign up and addresses any concerns.

Brief

Create earned awareness to inspire action around the globe to save the future of an endangered sport, using PUMA’s sustainability ethos and line: FOREVER. BETTER.

Idea

Puma launch new boot to save future of football.

PUMA will release a limited edition version of their popular boot without studs, symbolizing that, due to climate change, there is no future for the beautiful game.

Fans won’t be able to search for the boot on social media. But posts will offer clues and the boot can only be purchased on PUMA.com after making a pledge to reduce your carbon footprint.

Insight

Men hide their emotions by distracting themselves through their passion points including football, film, comedy and pornography.

Idea

Some of the most visited websites in the UK are porn sites, and 73% of the audience are men, which presents a unique opportunity to reach the target audience for a private conversation.

HUMEN will create a series of short videos to run on popular porn sites, featuring actual male porn stars who, after just finishing a scene, directly speak to the viewer about mental health.

Sample Text

“Oh hi. Glad I caught you alone. I know you’re not here to listen to me, but just give me a second.

It’s not often we get to talk. Man to man. In fact, as guys we rarely talk to anyone about how we feel. We just, sort of, distract ourselves with things like sports or movies or work or, well you know.

Sometimes we think with our heads, not our…(gestures downwards). But it’s lonely. And it’s really hard carrying all those problems alone. You need to talk to someone before it becomes too much.

After you’ve finished, you should go check out HUMEN.org. It’s a group of guys who get together every week to talk, listen and connect. Speak to them before you do anything stupid.

Thanks for listening. Enjoy the next video.”

Insight

Mental Health awareness campaigns and suicide prevention are usually very serious but comedy is an integral part of life in the North of England.

TikTok is one of the key social media platforms in the UK but they do not allow people to talk about suicide. Instead, the users of the platform has adopted the term ‘unalived’.

Idea

To highlight the impact of suicide, HUMEN will launch TikTok channels for a number of unlikely characters - a zombie (20s) and a ghost (mid 40s). Both will be up and coming Northern comedians who will create a number of pieces of content with the primary message will be that they “f*cked up”.

Sample Script

Hey livers. It’s me, your unalive zombie guide. Just kicking back and falling apart.

Today I just want to talk about unaliving, Like I thought it was going to be a good idea. I was like “Oh, my friends and family will be better off without me”. Because I screwed up and didn’t see a way out of it. I thought everyone would hate me because of what I did. So I did what I thought I needed to do. I was wrong.

I realise now that there's nothing you can do that can’t be fixed. I mean it. No matter how bad it looks.

You just need to talk to someone. HUMEN is a charity that offers a meeting to talk to other guys. I wish I’d known about them before I-.

And there goes my nose. Shit.”

Idea

As part of goal celebrations, footballers across the country will cross their arms and closing their eyes. A simple act will raise curiosity, especially when it’s replicated by players at different games for different teams.

To coincide with the day, HUMEN issue a press release will explain that the movement is a mark of respect for men who have lost their lives to suicide but by raising awareness, we can save many more.

On the same day, non-league sides will play with only 10 men, to highlight the missing 11th player.

A social campaign will invite male content creators to participate by including the arm cross in their videos.

Insight

Famous movie lines are part of how men perform confidence, toughness and emotional distance, making them a familiar way into a more honest conversation about mental health.

Idea

OOH uses traditional lines associated with perceptions of masculinity but twists them to focus on mental health.