The Works Guerilla campaign

 

The Works has unleashed an awareness building campaign aimed at the heads of TV production of some of London’s leading advertising agencies. The campaign involves the spraying of ‘graffiti’ at the entrances to the agencies, specifically targeting these key decision makers with a very personalised message.

 

The Works has been successfully producing music for the advertising industry for over seven years. Over this time they have produced original compositions and re-recordings and negotiated music licenses for numerous agencies and brands including: Innocent Super Fruit for RKCRY&R, Taco Bell for Draft FCB, T-Mobile for Saatchi & Saatchi and HSBC for J Walter Thompson to name just a few.

 

Despite their successes they are still hungry for more, and made the decision to embark on a concerted effort to bring their abilities to the eyes and ears of adland’s top decision makers. But the heads of TV production are notoriously difficult to get hold of, so after dozens of phone calls with limited success, The Works decided they needed to employ guerilla tactics in order to get their attention.

 

They decided their best chance was to take their message directly to their targets. After exploring several ideas, they hit upon the idea of using chalk stencils to spray graffiti directly outside of the agencies; each piece of graffiti depicting the image of a rock ‘n’ roll guitarist and personalized with the target’s name in the form of a unique url linked to The Work’s own website (www.theworksmusic.co.uk). 

 

Each individual url, leads the target directly to their own dedicated page, where they are given a private viewing of The Work’s latest show reel together with an introduction to the company, their roster of top artists and musicians and their unique method of working.

 

The first wave of the campaign was launched in the early hours of Monday August 22nd and targeted the following departmental heads: Francine Linsey (AMV BBDO), Frances Royle (BBH), Andy Gulliman (Saatchi & Saatchi), Graeme Light (Leo Burnett), Russell Benson (Ogilvy), Clare Donald (Euro RSCG), Anthony Falco (JWT), Colin Hickson (Publicis), Susie Innes (DLKW Lowe) and Tracy Stokes (Fallon).

 

Nick Payne, senior producer at The Works commented: “You can’t sit back and expect these people to come knocking on your door. So just as ad agencies go out of their way to make a big impact on their chosen target markets, we decided to take a leaf out of their book and make our own impact. This is just the first wave of our campaign to get the attention of the advertising industry; we won’t rest until every agency is aware of our abilities and our unique method of working”