PG Tips

Monkey's Ice Bucket Challenge

We took a beloved brand mascot and made him part of a social phenomenon – the #IceBucketChallenge. In a matter of hours, we turned around a film that perfectly leveraged the brand’s cheeky tone of voice to raise money for MND.

PG tips were the first UK brand to take part in the summer craze, tapping into the social zeitgeist just as the campaign gathered momentum.

Developing a reactive post

The turnaround for the whole project – from concept to final video – was around 8 hours. So, first thing in the morning, I quickly scamped up the roughest of storyboards, and the crew were off!

It made a real splash!

A household brand getting involved in such a great cause garnered a great deal of attention. It helped PG Tips reach the no.3 spot on the social brands 100 list. It was described as “both timely and relevant, drawing on the wider cultural context of the #IceBucketChallenge. Not only does the video of Monkey getting covered in water entertain, but it also shows PG Tips’ charitable side”.