Problem
Not enough people in the UK had heard of AJ Products. They needed a distinctive idea and a UK strap line to build awareness fast.
AJ Products UK – Awareness Campaign
A single big idea – brought to life across video, OOH and bus sides – that made people stop scrolling and start watching.
Swedish family-owned brand with 22,000+ products. UK awareness was low. They needed a UK strap line and a fully integrated campaign to change that.
250,000+
YouTube views in 4 weeks
Multichannel
YouTube – OOH – Bus – Press
From scratch
Idea – Character – Tagline – Song
Watch the campaign that hit 250,000 views in four weeks.
“All Your Workplace Needs” – the UK strap line I created that carries the brand across every channel.
Secondary line: “It’s the little things that make a big difference.”
Insight
In Sweden, ants are known as team players and hard workers. A small character with a big personality could humanise the brand and make it memorable.
Idea
AJ the Ant – a distinctive brand character – and the UK strap line “All Your Workplace Needs.” A single idea that travels from video to OOH to bus sides.
Execution
I created everything from scratch – the big idea, the character, the visuals, the strap line, and the secondary line “It’s the little things that make a big difference.”
Research
I actioned research groups with the target audience that presented my three big ideas. The strap line “All Your Workplace Needs” and AJ the Ant were universally loved – so we ran with them.
The Film
Humour and anticipation made it bingeable. It opens on an ant putting on roller skates in a lift – unexpected, playful and impossible to ignore.
OOH
Bold, character-led posters that build instant recall. The small character makes a big difference – visually and strategically.
Bus & Press
Bus sides and press ads carried the same idea through the streets and into offices – keeping the brand top of mind and easy to recall.
Role
I owned the creative end to end – from inventing AJ the Ant and shaping the whole campaign platform, to writing the UK strap line “All Your Workplace Needs” and the secondary line “It’s the little things that make a big difference.” I co-directed the film, co-wrote the song, and built the idea into a fully integrated campaign that held together across video, OOH, bus sides and press.
Result
Quarter of a million views on YouTube in 4 weeks, a dramatic rise in UK awareness and fantastic feedback from both the client and audience.
