DUKE

FIGHT INDIFFERENCE

FIGHT INDIFFERENCE

FIGHT INDIFFERENCE

FIGHT INDIFFERENCE

The Work

DUKE said all the way through the pitch process that they would unearth uncomfortable truths and show us a campaign that would rattle cages. They certainly did that.

ADELE LAWTON
/ GROUP HEAD OF CASHCADE

The Foxy icon was outdated for one audience (bingo)
and irrelevant for another (casino). He needed a re-boot.
So we created a powerful, new brand proposition based
on a product truth - Random. Fun.

The campaign was led by TV advertising, where we revealed
that, quite randomly, Foxy is actually none other than the
Hollywood actress Heather Graham (of Boogie Nights and
The Hangover fame).

One month into its launch the TV campaign made it into the
Adwatch top 10 in Campaign magazine with a fraction of the
spend of the other 9.

IWM love working with DUKE. They understand our mission and our brand inside out, yet encourage us to be courageous in the way we think about communicating with our audiences.

DIANE LEES
/ DIRECTOR GENERAL

Having lived in relative peace for the past 70 years in Europe,
the impact of the two World Wars is diminishing and as
a result the Imperial War Museum’s relevance is increasingly
misunderstood, especially to a younger audience.

The IWM was established in 1917 to act as a witness to war,
rather than a celebration of it.

It defines itself as a social history museum rather than a military
hardware one. In its centenary year, this is best exemplified by
its ‘People Power: Fighting for Peace’ exhibition.

To support this, we used advertising and a live stunt to subvert
both the name of the museum (turning it into the Imperial
Peace Museum) and its iconic naval guns, by slotting giant
daisies down their barrels.

The live stunt gained PR coverage across national titles such as
The Times, Telegraph and The i and the museum has achieved
some of its highest visitor levels for 2017 across the campaign
period.

The diamond market is a sitting duck for a shake up. It has rested on its laurels for too long, consistently under-delivering on quality, value and customer experience. We aim to change all that by working with DUKE.

VASHI DOMINGUEZ
/ CEO & FOUNDER

If you’re looking for a quality engagement ring, the key point
of reference is nearly always Tiffany. Almost every other
diamond brand acts as a me-too, where aspirational lifestyle
advertising plays an important role.

As a relative new entrant to the market we advised Vashi
to steer away from being just another brand that played
the imitation game and to pursue a new opportunity
in the market by being the helpful wing-man to potential
engagement ring buyers.

Our work for Vashi has ranged from brand identity and design,
national press, digital, social and in-store experience. 2017 has
seen formidable sales growth and the start of an on-going store
expansion programme.

people

The News

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contact

kate@daringduke.com

DUKE
1st floor
Medius House
63-69 New Oxford Street
LONDON WC1A 1DG