Hails & Fails – December 13th 2024
The second week of December is the week for work Christmas parties! And while we wouldn’t dream of writing this hungover, we think some wonderful creative thinking is the perfect hangover remedy if you do so happen to be nursing some self-inflicted pain – with hopefully not much Monday morning embarrassment to endure!
B&Q created a different kind of Christmas decoration, Brazen client QD Stores landed some beautiful coverage and Transparency International, the UK’s leading anti-corruption organisation, orchestrated a striking stunt. While beauty start-up YesMadam took tone deaf to a whole other level!
HAILS
Shelter and B&Q
B&Q partnered with homelessness charity Shelter to create a collection of baubles with unique snow globed scenes inside, bringing to life the harsh reality for those living in temporary accommodation this Christmas.
More than 17 million people in the UK will buy their Christmas tree and decorations this week, but a record number of 159,380 children in temporary accommodation don’t get to experience the joy. Instead, they will challenge the often-inadequate living conditions that the baubles depict.
The baubles will be hung on trees at B&Q stores nationwide with the DIY retailer donating £1 from every real tree sold to Shelter.
Jess Redfearn – Midweight Creative: “This is such a beautifully executed idea and really manages to shatter that “perfect Christmas” illusion. Well done B&Q for using creativity to make change.”
Christmas coverage!
Brazen client QD Stores won national headlines for a viral TikTok video on gardening tips for December – landing coverage in the Daily Express, Daily Record and Devon Live.
The TikTok video was created by one of our fabulous Brazen Buddy influencers Jess Crowden who was briefed by Brazen to share tips for keeping her garden in tip-top shape in December. Her content, shared across Cherry Lane social channels, encouraged viewers to fleece their tender plants, prune raspberry canes to the ground and harvest any remaining carrots for Christmas dinner – and was picked up in regional and national press.
Sian Westly – Social Media Account Director: “Keeping your garden in top shape can be difficult with this UK weather! But our creative influencer has given some fab tips on how to look after your garden so it survives this winter and ready for spring. With the cost of living rising, more and more people are using their garden to grow their own crops for food…The series is on-going so watch out for our top tips in January!”
Sky high bank notes
Six giant banknotes were spotted soaring over Rio de Janeiro in a PR stunt aimed at pressuring world-leaders to prioritise the issue of corruption at the G20 Summit.
The campaign by Transparency International aims to sky rocket awareness of years of inaction on cross-border corruption among G20 nations.
The six paragliders, each equipped with custom canopies that resembled $100, soared over the city before landing on the beach where banners read, “How obvious should corruption be before it’s a G20 priority?”
Adam Moss – Creative & News Director: “There’s nothing quite as powerful as the lure of filthy lucre or holding senior government officials to task, in order to turn the head of public opinion. And Transparency International has done a fine job of meshing both together in this clever stunt. Massive banknotes flying through the skies above the world’s most famous beach. Yep – it’s a win for us!”
FAIL
A mental firing
Beauty start-up, YesMadam, went viral on LinkedIn this week for conducting an employee mental health survey, only to sack over 100 employees based on their response.
Screenshots of the controversial mass-firing appear to show any employee reporting to be “stressed” let go. The email reads,
“Recently, we conducted a survey to understand your feelings about stress at work. Many of you shared your concerns, which we deeply value and respect”. All normal… but it continues, “To ensure that no one remains stressed at work, we have made the difficult decision to part ways with employees who indicated significant stress”.
Corey Kitchener – Corpsumer Director: “This deservedly turned into a PR nightmare; asking staff if they’re stressed and then allegedly sacking those who said “yes” comes across as utterly tone-deaf. People online fumed, calling it out as a classic case of toxic workplace culture. To top it off, it’s done serious damage to brand reputation, making it harder to attract new hires and customers alike. An outright fail!”
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