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Brief congratulates The Corner London, which took home the gold last night for the 2014 Global Excellence Agency of the Year.
The Agency of the Year is awarded to a company that has demonstrated outstanding and creatively innovative work, and is ultimately decided by the sheer number of awards won in the 2014 Promotion, Marketing and Design Global Excellence Awards competition.
With a client list that includes industry powerhouses such as adidas, Fox and National Geographic, The Corner London was also selected as one of The World’s Leading Independent Agencies 2014 by Campaign Magazine. The studio is best described by its founding partner, Neil Simpson: “We are a unique collaboration of advertising, technology and culture. We are a quick response unit, and generous with our ideas. We work hard to always be ego free, and democratic in our decision making.”
To celebrate The Corner London’s win at The Conference 2014, Brief takes a more in-depth look at some of their award-winning work from the past year:
“The ‘80s. The Decade That Made Us.”/National Geographic:
National Geographic Channel’s most successful new program launch, “The ‘80s” topped rating charts last year in Mexico and broke Sky’s record for factual channels in Italy. And that’s just two of the many, many channels around the world where the National Geographic series debuted. The agency’s campaign for the 10-part docuseries centered on one image of the era: the Rubik’s Cube.
The Corner London worked on all aspects of this campaign: TV spots, print ads, billboards, also providing a tool kit of assets for any potential media applications so each market had as much flexibility as needed. And for 141 countries, that was a lot of flexibility.
Get FOXed:
In order to increase recognition of the Fox brand around the world and its association with some of the most popular shows on TV right now (“The Walking Dead,” “The Simpsons,” “Glee”), The Corner London brought fans into the campaign process. “Get FOXed” incorporated these super fans into specific show-related spots. For example, “The Walking Dead” super fan Nick Santonastasso pranked show star Norman Reedus in this promo, below, that racked up more than 7 million views.
Neil Simpson, founding partner of The Corner, says that the idea of a prank ad worked so well with the Fox brand because of its “huge army of super fans,” and because “we kept the idea simple.”
Adidas. It’s blue. What else matters?
The Corner London works with sports brand adidas on a regular basis, and the launch of a soccer team’s new kit can be a stale event, so The Corner worked with adidas to imagine a new style for the form. In “Adidas. It’s blue. What else matters?” The Corner London challenged the Chelsea FC fan base to buy the new home shirt without ever having seen the thing.
The stylized spot aimed to embrace the “true blue mentality” of the team’s fans by covering players head to toe in their team’s colors – blue paint, to be exact. The creative was picked up across outdoor, retail and digital outlets, and team shirts shot up more than 25 percent than the previous year. “Adidas challenged us to break the mold,” said Simpson. “Team shirt sales were stagnant and this transformed the category.”
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