01
MAKE IT HUMAN
AJ the Ant gave the brand personality and warmth in a category that can easily feel functional and generic.
CASE STUDY – AJ PRODUCTS UK
A SMALL ANT.
A VERY BIG
RESULT.
AJ Products needed to build UK awareness fast. I created a distinctive campaign platform around AJ the Ant and the line All Your Workplace Needs.
The campaign ran across film, outdoor, bus sides and press – and the launch video reached more than 250,000 YouTube views in four weeks.
250,000+
YouTube views in four weeks
MULTICHANNEL
Film – OOH – bus – press
FROM SCRATCH
Idea – character – tagline – song
THE FILM
WATCH THE
CAMPAIGN.
Humour and anticipation made the film hard to ignore. It opens on an ant putting on roller skates in a lift – unexpected, playful and built around a distinctive character people could remember.
Watch the campaign that hit 250,000 views in four weeks.
THE CHALLENGE
GREAT BUSINESS.
LOW UK AWARENESS.
AJ Products is a Swedish family-owned business with more than 22,000 products, but awareness in the UK was low.
They needed a UK strap line and a fully integrated campaign that could make the brand memorable quickly – not just another furniture supplier saying the same things as everyone else.
The task was to create something distinctive enough to travel across film, outdoor, bus sides and press while still making the breadth of the offer easy to understand.
When everyone sells workplace products, memorability becomes the advantage. ->
THE BIG IDEA
GIVE THE BRAND
A CHARACTER.
AJ THE ANT.
In Sweden, ants are associated with teamwork and hard work. AJ the Ant turned that truth into a distinctive brand character, supported by the UK strap line All Your Workplace Needs.
THE THINKING
SMALL CHARACTER.
BIG BRAND MEMORY.
The platform worked because character, message and execution all reinforced the same idea.
02
MAKE IT CLEAR
“All Your Workplace Needs” explained the breadth of the offer in one simple line that could travel everywhere.
03
PROVE IT FIRST
Research groups were shown three BIG IDEAS. AJ the Ant and the strap line were universally loved – so that was the route taken forward.
THE WORK
ONE IDEA.
EVERY CHANNEL.
The same campaign platform carried from film into outdoor, buses and press, building recognition instead of reinventing the idea for every format.
THE RESULT
250,000+
VIEWS.
01
Quarter of a million YouTube views
The campaign film reached more than 250,000 views in four weeks.
02
Higher UK awareness
The client reported a dramatic rise in UK awareness alongside strong feedback from the client and audience.
03
A repeatable brand platform
AJ the Ant and “All Your Workplace Needs” created a distinctive system that could continue across multiple channels.
WHAT I DID
FROM FIRST IDEA
TO FULL CAMPAIGN.
BIG IDEA
Created AJ the Ant and the overall campaign platform.
COPY
Created the UK strap line “All Your Workplace Needs” and secondary line “It’s the little things that make a big difference.”
FILM
Co-directed the campaign film and co-wrote the song.
INTEGRATION
Built the idea across film, OOH, bus sides and press.
NEXT
NEED SOMETHING
PEOPLE WILL
REMEMBER?
Bring me the brief, the brand or the awareness problem. I can create the idea, the platform and the work that carries it into the world.