Indie Pulse: The Best of Indie Agency Innovation from Around the World
Nowadays, in marketing and advertising, creativity is the ultimate currency. But what happens when independent agencies from across the globe join forces, bringing fresh perspectives, diverse talent, and a collaborative mindset to the table? The result is groundbreaking work that redefines what's possible for brands and their audiences.
Introducing Indie Pulse, a new series spotlighting the most inspiring new campaigns from the Worldwide Partners (WPI) network of over 95 agencies spanning 45 countries. LBB and WPI will take you behind the scenes of the most exciting work being produced by some of the world’s most innovative and forward-thinking indie agencies. From bold ideas and cutting-edge strategies to unique creative executions, Indie Pulse will serve as your front-row seat to the very best in global marketing.
Indie Pulse is more than just a showcase of great work—it's a celebration of the heartbeat of the independent agency world: a thriving ecosystem of talent, collaboration, and bold thinking. Whether you're a brand marketer, agency leader, or creative professional, this series will provide a fresh perspective on the future of advertising, highlighting how the synergy of independent agencies is driving both creative excellence and business growth in new and exciting ways.
USA
Tennessee indie agency Tombras has partnered with Spirit Airlines to create a playful new ad which features actor Frankie Muniz, best known for his role as the middle child on hit sitcom Malcolm in the Middle. The campaign promotes Spirit's 'Go Comfy' travel option and underscores the airlines' commitment to providing greater comfort while maintaining its value-driven service. Embracing his newfound upgrade from “middle” to the more spacious window or aisle seat, Frankie Muniz embodies the relaxed, fun spirit of the campaign. This effort is part of Spirit’s broader strategy to increase awareness about its new travel options and enhance customer experience.
EUROPE
Agency: LURE
Agency location: Berlin, Germany
Client: Kyrö Distillery
Campaign: 'Brutally Finnish'
Kyrö Distillery asked Berlin-based agency, LURE, to help with the global launch of their Finnish gin and whiskey. Famous nationwide but otherwise unknown in other countries, LURE came up with a brand campaign that cut through the noise of the over saturated spirit market, in a 'Brutally Finnish' way. Recruiting the company's real founders and employees to take part, the ad's absurdist visuals and deadpan script - Finnish humour is often described as dry, understated, and sometimes sardonic- this one-take film earned Kyrö Distillery global status. Having performed well online, the playful 2.5 minute spot was also accompanied by an equally bold OOH and in-store campaign.
FUSE Create challenged AI to generate food images that looked tastier than Canadian food brand Schneiders’ authentic photography. Inspired by a 2024 study suggesting AI images were more visually appealing, Schneiders put its 134 years of quality craftsmanship to the test. The result? AI couldn’t match the mouth-watering authenticity of Schneiders' real food photography. This campaign reinforces the brand's commitment to quality, proving that no amount of AI can surpass the care and expertise behind their products and images.
UK
Agency: Radish Agency
Agency location: London, UK
Client: Kelly International
Campaign: 'The Most Dramatic Campaign Seen in B2B'
Inspired by the drama of film and TV, Radish, a London-based agency, created 'The Most Dramatic Campaign Seen in B2B' for Kelly International. Aimed at raising awareness for the brand's platform which simplifies the process of hiring temporary talent at scale, the campaign targeted HR leaders frustrated by the chaos of recruitment using compelling taglines such as "thrillingly predictable staffing." By parodying the style of Netflix trailers, Radish created short, attention-grabbing ads that disrupted social media feeds in over 10 countries. The campaign has achieved impressive results, including a £3 million pipeline revenue and a 410% increase in MQLs. This bold, dramatic approach to recruitment marketing has gone on to help establish the brand internationally and set a lasting legacy for their platform.
FRANCE
Agency: Rosbeef!
Agency location: Paris, France
Client: ANJ - Autorité Nationale des Jeu (France’s national gambling authority)
Campaign: 'Behind the Mentions'
Rosbeef! agency launched a powerful prevention PSA in collaboration with ANJ (National Gambling Authority of France) ahead of Euro 2024. The objective was to raise awareness about the risks of addiction linked to sports betting and the campaign aims to make the legal disclaimers on gambling ads more impactful by highlighting the real stories of addiction, often overlooked in small print. By giving disproportionate visual emphasis to these legal notices, the campaign underscores the seriousness of betting addiction using various media channels, including digital ads, social media, radio spots, and video testimonials from players, while promoting the Evalujeu website for support and self-assessment. The initiative seeks to reduce problem gambling rates and ensure the public understands the true impact of excessive sports betting.
AUSTRALIA
Agency: Five by Five Australia
Agency location: Sydney, Australia
Client: Hydralyte
Campaign: 'Drench Your Thirst'
Another playful spot here, this time coming out of Australia. Last month, Five by Five Australia launched 'Drench Your Thirst,' a bold new TV campaign for Hydralyte, marking the brand's first standalone TVC in almost three years. The campaign is a very literal dramatisation of the rehydration process, turning the thirst-quenching experience into a visually captivating event which reinforces Hydralyte’s leadership in the electrolyte category. Five by Five's creative freedom allowed them to deliver a striking, entertaining ad, which was filmed in one single day. Designed to emphasise Hydralyte’s effectiveness in a straightforward, entertaining way, with the brand playing a central role in the storytelling, the campaign is set to run across TV, cinema, OOH, and social media.
PAKISTAN
Agency: The D’Hamidi Partnership
Agency location: Karachi, Pakistan
Client: Ismail Global
Campaign: Brand identity
The D’Hamidi Partnership in Karachi developed a striking new brand identity for manufacturing brand, Ismail Global, designed to reflect the company’s diverse impact across sectors like clean water, education, and FMCG. The challenge here was in encapsulating the brand's mission of promoting health, equality, and global leadership in a single symbol. The solution? A fiery ouroboros, symbolising an eternal, life-empowering passion for public causes. This dynamic logo has been successfully received as a representation of the company's commitment to creating positive change both in Pakistan and internationally.
Stay tuned for the next edition of Indie Pulse—where the world’s most daring creative minds meet to set the trends of tomorrow...
