Brand building from the ground up, using experiential and word of mouth activity rather than flashy ATL to break down major barriers of stuffiness and snobbery and access a younger market.

EXPERIENTIAL

Brand activation at key events and strategic partnerships e.g. supporting the brand's sponsorship of Damon Alban's Monkey, the Opera at the Royal Opera House by turning the Opera House bar into a jungle. Other projects included the Monkey Shoulder Business Academy - a series of inspirational events featuring entrepreneurial and sometimes controversial business icons, run in conjunction with Esquire. We were also involved in the creation of the Monkey Shoulder 'Tree house' bar at the Big Chill, Monkey Shoulder's 3rd Birthday Party and Monkey Shoulder Appreciation Society evenings.

DESIGN

Redevelopment of the brand's key collateral including commissioning a series of supporting illustrations to convey the brand's story.

SALES PROMOTION

Design and activation of a Father's Day gift box exclusive to Selfridges.