Insight: Over 60% of Brits still don’t know who itsu are. A lack of notoriety is an issue shared with ‘legend of the internet’ Ronnie Pickering an internet icon who, according to your Engines of Culture, was just as relevant today as 10 years ago.

Idea: We painstakingly recreated the well meme’d viral road rage scene that shot Ronnie Pickering to fame 2015 but with a not-so-subtle twist: “It’s Who?”…”Itsu”.

Results: Over 4.6M organic views across social, 14 pieces of media coverage and the second best performing itsu content of all time. More importantly, awareness for itsu increased by 9% in the North-East and North-West England in a single quarter!

Insight: Every December, consumer search interest in itsu plunges. This decline in search is also accompanied by a 15% decline in grocery sales. Christmas is the one time of year when consumers actively seek out ads and as a result brands spend 10’s of millions trying to buy their attention.

Idea: Itsu didn’t have 10’s of millions, they had £10k. When budget is limited cut-through is king. We created the anti-Christmas, Christmas ad. A sarcastic tug on the heart strings of the nation. Whilst the nation tucks into turkey, itsu waits patiently for January.

Results: At a time when itsu had no right to show up, we delivered 7 million organic views and more critically increased talkability for the brand by 21%.

Insight: Season one of ‘The Last of Us’ was the most wiki’d thing on the planet. When it was released in 2024 mushroom sales took a dip thanks to the reputational damage caused by the cordyceps (a mushroom-like fungus responsible for the outbreak)

Idea: Riverford had never found a way to talk about their peat-free mushroom. So we hijacked the season 2 premiere of The Last of Us with a giant mushroom billboard, proclaiming “The First of Us, peat free organic mushrooms that won’t eat your brains”.

Results: The campaign became the number one trending topic on r/TheLastOfUs and ranked #5 across UK Reddit. Additionally it was picked up organically by meme pages and cultural commentators.

Insight: 11% of all conversations around the brand National Express mention the song ‘National Express’ by the band The Divine Comedy. Most agencies would suggest using the track in their next TVC but when you’re in the business of earning people’s attention you have to be unexpected.

Idea: We issued The Divine Comedy a Cease and Desist across social and turned up at their Brighton gig with a bus to take them to the High Courts of Justice.

Results: A static post became National Express’s most successful post of the last 5 years, gaining 4.5 million views, a mention on BBC radio. Critically, it created a 62% month-on-month increase in talkability.

Insight: Lime Bikes have become a fixture of urban culture. The neon green bikes are four times heavier than regular bicycles and in 2025 contributed to 11,000 serious e-bike crashes.

Idea: The biggest cultural flashpoint around cycling is helmet safety. We stirred the debate by physically crashing an e-bike into our own ad. The message was simple – “Don’t be a helmet, wear one.”

Results: Don’t be a helmet was Endura’s most successful social campaign, generating over 3m views across social and led to ‘Endura Helmets’ becoming a breakout related search term.