Big ideas,

Tiny Details

Attention is the biggest challenge for any business in 2025

I’m here, hello, look at me… hi there…

You are not just competing with the other products that kinda look like you, but you are competing with work emails, life emails, junk emails. Instagram ads, holiday spam from people you know, holiday spam from people you don’t, TikTok rabbit holes (who doesn’t love a conspiracy), radio, podcasts, epic content from creators, absolute garbage from creators, the latest binge fest and all the gazillion of WhatsApp groups that we have been added to (because let’s have a group for that).

So what do you do? The way we see it there are three options:

Option 1: Rob a bank and use the illicit proceeds to ‘buy’ eyeballs and market share.

Option 2: Subliminal messaging, subtly weaved through the next Netflix mega-hit.

Option 3: Which according to our stuffy legal folk is the only solution that we can condone.

Do stuff that commands attention.

The harsh reality is that unless you are doing something remarkable, something that is truly attention-grabbing your brand will vanish like a puff of smoke into obscurity…..

Byyyyeeeee

〰️

See ya

〰️

Goodbye now

〰️

Miss ya already

〰️

Byyyyeeeee 〰️ See ya 〰️ Goodbye now 〰️ Miss ya already 〰️

We think about the Big ideas and the Tiny Details of Marketing. How you use every, single touchpoint to create disproportionate amounts of attention.

What does this mean?

  • You might think you have a brand, but do you really have a brand, do ya really?

    A brand is so much more than a look and feel. It is a feeling, an energy an expression.

    A brand is the reason that the customer gives you the sale. A brand is the reason why they choose you over your competitor. Without a solid brand, you are just a product in a sea of millions of products.

    We help you build a brand that connects with your target consumers-a brand that stands for something and represents to consumers the vision that they see for themselves.

    And then we translate this through to your whole brand world, so anytime anyone comes into contact with the brand it feels and behaves like the brand.

  • Using big-brand energy and creativity, we drive disproportionate attention to your brand—whether to support a new product launch, reach a new customer, or simply remind people that you exist.

    We don’t think in formats or channels, but rather the job to be done to move the business commercially. 

    • Is its an ad campaign plastered across the tube (perhaps)? 

    • PR (sometimes)? 

    • Is it an activation (could be)? 

    • Is it highly charged emotional content (everything we do is designed to get people to feel something)

    • Does it involve influencers or creators, the building of a community, dropping some serious swag (possible to all)? 

    • Is it the creation of an immersive brand experience (maybe, we like these). 

    • Is it, guerilla- (yes in spirit, not warfare).

    • Is it a mix of many of these things (quite likely)

    What we do, will all depend on your brand, customer and challenge.

They say, we are attention seekers, and they my friend are right.

Many of the brands that we work with are the underdogs, the challengers, the ones built on the belief that there ‘has to be a better way’.

But not all.

Being a challenger brand is a mindset.

We’ve helped reinvent legacy brands, injected the fighting spirit back into brands that have lots their way due to the dreaded corporate governance machine, we’ve helped scale ups remember the problem that they set out to solve.

Some of the things we’ve done

  • Disrupting a homogenous category: Maximus

    How do you go head to head, against two of the biggest brands in the world, Coke and Pepsi? Answer: you don’t. You do it very differently. Traditionally isotonic sports drinks were all about high performance and elite spots, we launched Maximus as the non sports sports drink, a brand grounded in mateship and hangovers and took the brand from 0-18% in three years.

  • Product led to brand led: Goodrays

    CBD the most versatile and effective product that no one really understands or trusts. Despite being on the market for several years people are still very suspicions of CBD, and how it will make you feel. Spoiler alert, it will not make you high. We are working with Goodrays to evolve the brand from being product led to brand led and win the hearts and minds of it’s customers.

    Partnered with: Belief Machines

  • Building a GenZ brand: Clear Start (dermalogica)

    Like Clearasil did in the 1990s, and 'Clean & Clear' in the early 2000s, we have an ambition for Clear Start to become synonymous with the treatment and prevention of acne. But to achieve this level of brand fame, we needed to embed the brand in the context of the customer and reflect the strong emotional feelings that occur with any sort of breakout.

    Partnered with: Belief Machines

  • Reinventing a stagnant category: BeautyKin

    Soap. Are you now picturing slimy suds, with aromatic flashbacks to your grandparents pea green bathroom suite. Despite it being the most sustainable option on the market, Soap is full of negative connotations of slimy, drying, unhygienic, old fashioned body care. Alongside BeautyKin we are are on a mission show that the future is solid.

  • Zigging when everyone zags : EYO Active

    How does a sustainable activewear brand, do something to mark the biggest retail event of the year- Black Friday. In a bid to drive awareness of the damage of overconsumption we created the antithesis of the Black Friday sale. Instead of giving a discount, we tripled our prices- by 300%. Yes that’s right. Leggings- 300% on, Sports bra- 300% on.

  • Diversifying a portfolio: V Energy (Frucor Suntory)

    60% of Frucor Suntory revenue came from V Energy - a drink high in sugar and artificial flavours. With growing consumer backlash against sugar, we needed to find a new way to meet the needs of consumers. Via an innovation sprint - we dug deep into the consumer world and creating a fresh energy alternative to get people through the 3pm slump.

  • Unlocking the white space of the category: The Coconut Collab

    After 10 years as the fastest-growing alternative yogurt brand, The Coconut Collab realized they were well-known among vegans but largely unknown to the wider population. Through focus groups and real-world observations, we discovered the brand had been defined by what it wasn’t—non-dairy—instead of what it is: a delicious coconut-based yogurt for everyone. We reimagined the brand, from packaging to campaigns, ensuring every touchpoint reflected our distinctive, humorous personality (10 points if you can guess our muse).

    Partnered with: We are all Marketing and Belief Machines

Are we right for you?

We are akin to rocket fuel, we are for brands who are looking to be propelled into infinity and beyond.

B2B, B2C, B to whatever version of anything, we are sector and category agnostic.

If you are reading this, this is your call from the universe to get in touch…

Some lovely things people have said:

“The team delivered a brand positioning, social strategy and campaign creative for Manilife and I’m super impressed. ”

— Alice Gosnell, Marketing Director, ManiLife

“Not only did we win an Effie for commercial effectiveness but we created some of the most disruptive, challenger Brand content I have ever seen”

— Mark Weidermann, Head of Innovation, Frucor

“What you’ve done is a true category shifter.”

— Eoin Keenan, Founder Goodrays

Some of the brands that gave us our stripes

Enough about us, what about you?

The biggest risk you can take is playing it safe, so let’s get your brand noticed, talked about and remembered.