Hails & Fails – April 11th 2025
It’s been a wild week – Mickey Rourke sparked outrage on Celebrity Big Brother, the Bank of England sounded the alarm over Trump’s tariff tantrum, and Prince Harry made headlines in court fighting for his security. But don’t worry — some cracking PR campaigns swooped in to save our collective mood.
Brazen client Showcase Cinemas won mass media coverage for a blocky, buzzy Minecraft Movie campaign, Google Pay launched a fun Tube Challenge with TfL, and poverty charity The Hygiene Bank released an Edible Soap. It was not a good week for Jet2 though after the travel giant faced a legal challenge over a luxury Turkish resort spa which allegedly made holidaymakers ill.
HAILS
Cinema snacks, but not as you know them
In just 10 days, Brazen launched a block-busting Showcase Cinemas campaign for A Minecraft Movie, and the results were pixel-perfect.
70 pieces of coverage including national hits in the Daily Express, Daily Star & The Scotsman and Influencer buzz all weekend.
The campaign turned Showcase Cinema de Lux Bluewater into a Minecraft snack dreamworld – with cake legend Michelle Wibowo turning popcorn, nachos, even recliner seats into edible cake art.
Google turns the commute into a game
Google Pay’s new Tube Challenge turned a boring commute into a badge-hunting, fact-dropping, prize-winning adventure.
Commuters tapped in and out across London with their smartphones, and every station unlocked a virtual badge in Google Wallet, with added trivia to test local knowledge.
For TfL, it was a fun way to get people exploring. For Google, it showed off Wallet’s hidden talents. For everyone else it was the daily commute, levelled up.
Eat soap to make a point
The Hygiene Bank just dropped Edible Soap — a bold, brazen stunt to spotlight the brutal choice 5.3 million Brits face: food or hygiene. Because, for nearly 8% of the UK, staying clean means going hungry.
In partnership with ethical brand The Good Wash, this soap is technically safe to eat – and top chefs like Chantelle Nicholson are even cooking with it to hammer home the message.
The goal? Get the government to scrap the 20% VAT on soap. Want to help? Buy a virtual bar for £15 at The Good Wash and fuel the fight for dignity, health, and real change.
FAIL
Jet2 in Turkey holiday nightmare
Nearly 100 Brits are suing Jet2 after their luxury Turkey getaways turned into gut-wrenching nightmares – with claims of undercooked kebabs, dodgy hygiene, and pools full of vomit and faeces.
Families who forked out up to £5,000 say the four-star resort spa they stayed at left them sick, scarred, and still suffering. Jet2 denies blame, saying the illness came from outside the resort and the hotel did all it could.
The case is now heading to the High Court – and it’s getting messy.
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