Volume 1 - The Academy PR
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Volume 1
Intelligent
THINKING
The Academy is a PR agency founded by
Mitch Kaye and Dan Glover with a mission to
bring the brightest minds together to create work
Applied
CREATIVITY that gets noticed, solves a problem and passes
into popular culture. Its founding pillars are
Intelligent Thinking, Applied Creativity, Quality
Production and Connected to the Right People.
Each pillar is treated with equal importance
Quality meaning the agency is as obsessive with business
PRODUCTION
impact as it is creative accolades. Its work
encompasses PR and advertising, design and
identity, digital and live experiences.
Connected to the
RIGHT PEOPLE
4—5
8 40
Double Hundred Dozen Chasing Payments
Krispy Kreme Xero
10 42
The Big Call Slow Time
Telefónica Leffe
12 44
Small Business Saturday Harry Potter and the Child Speed Reader
American Express Amazon
16 46
The Art of Life Insurance Pooh the Philosopher
Beagle Street Disney
18 48
It’s A Fabulous World Official Eating Officer
The Fabulous Bakers Weight Watchers
20 50
Poppy Appeal Princess Principles
The Royal British Legion Disney
24 54
The Slap Heard Around the World A New Night Before Christmas
WWE Amazon
26 56
National Moments for Smart Meters Wipeable Onesie
Smart Energy GB Domino’s
30 58
Migration Week Yes
Goose Island Weight Watchers
32 60
Feed Different American Gods
Tails.com Amazon
34 62
Count Them In Nice Cream Van
The Royal British Legion intu
38 64
Morrisons Makes It There’s A Pizza For That
Morrisons Domino’s
6—7
Title Sometimes big is best so The campaign generated
Double Hundred Dozen
The Academy supersized the over 100 pieces of coverage
Client
Krispy Kreme iconic Krispy Kreme Double and thousands of branded
Sector Dozen box to launch the social media mentions
B2B, FMCG doughnut brand’s Occasions reaching more than 28 million
Discipline big orders offering. The people. Traffic to the website
PR, Digital
Double Hundred Dozen, grew by more than 500
a huge Krispy Kreme box per cent and Krispy Kreme
measuring 12ft by 3ft and smashed its sales targets.
packing 2,400 doughnuts,
could be won by companies
generating the most
support on social media
using #KKOccasions.
A SIMPLE IDEA,
BRILLIANTLY
EXECUTED
PR Week Awards judge
8—9
Title Telefónica launched the The film, viewed more than
The Big Call
everreach virtual phone 127,000 times on YouTube
Client
Telefónica service to help small business and over 100,000 times on
Sector owners who run their Facebook, increased traffic
B2B, Technology companies through mobile to the everreach website by
Discipline phones look and sound 45 per cent and led to a 61
PR, Advertising, Digital
professional. Using the classic per cent increase in customer
PR technique of storytelling, sign-ups compared with
The Academy commissioned the previous six months.
an award-winning filmmaker
to make The Big Call, a
documentary featuring A GREAT INSIGHT ON
three entrepreneurs talking
about the phone call that ENTREPRENEURS, BROUGHT
changed their business life.
TO LIFE BRILLIANTLY BY
A GREAT TEAM
PR Week Awards judge
10 — 11
American Express introduced BAFTA-winning filmmaker Title
Small Business Saturday
Small Business Saturday to Heidi Greensmith released
Client
the UK, a new shopping day Saturday, a film documenting American Express
where people show their a typical Saturday for three Sector
support for local businesses small businesses, Sir Peter Finance
by shopping small. To create a Blake designed a poster Discipline
PR, Digital
genuine shopping movement celebrating high-street
The Academy defined the shopkeepers, and model Daisy
role of American Express as Lowe swapped big shops for
encouraging as many local small to promote the day.
authorities, merchants and
shoppers to ‘Get Involved’. The campaign got 20 per
cent more people shopping
small than the previous year,
spending over £500m in local
businesses in the process.
12 — 13
SMALL SHOPS
AND THE
GREAT BRITISH
SHOPKEEPER
HAVE BEEN AT
THE FOREFRONT
OF BRITISH
CULTURE FOR
HUNDREDS
OF YEARS
14 — 15
Sir Peter Blake, artist
Beagle Street is a new online artists to create colourful life
BY TURNING
Title
The Art of Life Insurance
entry into a traditionally- insurance policies that people
OUR POLICIES
Client
Beagle Street conservative life insurance could hang on their walls as
market. To build consumer art, and therefore never lose.
INTO WORKS OF
Sector
Finance trust and demonstrate Beagle The initiative continues to
Street’s commitment to generate headlines and
ART TO HANG
Discipline
PR, Digital
paying out, The Academy new customers.
ON A WALL,
commissioned leading
WE’RE MAKING
IT REALLY EASY
FOR PEOPLE TO
FIND THEIR LIFE
INSURANCE
POLICY IF
NEEDED
Matthew Gledhill, managing director Beagle Street
16 — 17
WHEN YOU LOOK
CLOSELY AT HOW
NATURAL INGREDIENTS
GROW, YOU REALLY
Title The Academy did the identity, celebrated fabulous facts DO APPRECIATE JUST
HOW FABULOUS THE
It’s A Fabulous World
packaging, advertising and such as pineapples being
Client
PR for bakery brand The 200 flowers that are fused
NATURAL WORLD IS
The Fabulous Bakers
Sector Fabulous Bakers. The strategy together, cranberries aren’t
FMCG was to shine the spotlight picked they’re flooded in a
Discipline on the ‘Fabulous World’ of lake, and bees find the best Victoria Willis, The Fabulous Bakers
PR, Advertising, Identity,
its all-natural ingredients to food by dancing. The work
Digital, Design
communicate its nutrition led to a spike in consumer
credentials. An animated awareness and trade listings
cinema and online spot in all the supermarkets.
18 — 19Title The Royal British Legion To reach a younger audience
Poppy Appeal
is more known for being eleven celebrities including
Client
The Royal British Legion the national custodian of Cheryl, Rita Ora and Olly Murs
Sector Remembrance than its starred in #MyPoppy, a social
Not-For-Profit care for our Armed Forces. media campaign encouraging
Discipline To change perceptions people to hold a Poppy to their
PR, Digital, Live Experience
The Academy created the lips on Armistice Day. Each
charity’s first Poppy Parade celebrity told a story behind
where 30 modern veterans the Poppy in order to educate
and their families carried their fans and followers about
the first Poppy of the year’s the work of the Legion.
appeal from The Royal British
Legion’s HQ through central The campaign generated
London to the Prime Minister over 1,000 pieces of coverage
at 10 Downing Street. The including national print front
Parade served as a moving pages, rolling TV and radio
demonstration of the different exposure, and a social reach of
people who benefit from over 228 million impressions.
Poppy Appeal donations. A record £43 million was
raised during the two-week
period of The Royal British
Legion’s Poppy Appeal.
20 — 21IT WAS A PRIVILEGE TO BE PART
OF THE PARADE AND TO MEET
SO MANY BRAVE AND INSPIRING
MEN AND WOMEN
Mark Stonelake, 29 Commando Regiment Royal Artillery veteran
22 — 23Title The Academy converted
The Slap Heard
football fans into WWE fans
Around The World
Client
by bringing two of the biggest
WWE stars together in an epic face-
Sector off. Wrestler Wade Barrett
Entertainment & Sport challenged Wayne Rooney
Discipline
to a fight, and the footballer
PR, Digital
responded by landing a slap.
The action generated front-
page headlines and became
a worldwide trending topic
on social media.
24 — 25Smart Energy GB is instruments made entirely Title
National Moments
responsible for raising from old gas and electricity
for Smart Meters
awareness of the rollout meters, Poet Laureate Client
of smart meters in every Carol Ann Duffy wrote and Smart Energy GB
household by 2020. The released an Ode to Meters, Sector
Academy developed a and Sir Peter Blake produced Not-For-Profit
Discipline
strategy to elevate a technical a piece of art called The
PR, Digital
upgrade into a programme Arrival of the Smart Meters.
of national importance by
tapping into the Arts to Over 800 pieces of coverage
create moments of cultural meant that one in five people
and historical importance. recalled the campaign and
The Royal Philharmonic 33 per cent went on to request
Orchestra performed a a smart meter.
Requiem to Meters on
26 — 27Meters by Carol Ann Duffy
Found by torchlight fingering gloom Quarterly bills and a meter reading
inside the cupboard under the stairs by the man from the Gas, Electricity Board,
or in the hall, clamped to the wall; polite, peak-capped, alert for dogs,
in kitchen, garage, utility-room, checking the digits under the disc,
in bedsit, bungalow, semi-detached, the whirring wheel, the soft tick
tenement, high-rise, council flat, of monitored moments skyping, googling,
The Rochdale Electric, K. & J. White, downloading, scanning, Facebooking;
Ferranti, James and Graham & Co., out at sea the wind-farms churning
measuring energy, consumed and used air into profit, the salty breeze
by gas-oven, wireless, 2-bar fire, powering the big flatscreen TVs,
40-watt lightbulb, 13-amp fuse... the underfloor heating, costs mounting...
for the whumf of the flame on the water-heater the kilowatt hours burning, turning,
it was shillings or florins into the meter. meters, like monks in their cells, counting.
Shillings or florins into the meter Like monks in cells, the meters, counting
in London, Liverpool, Llanystumdwy, well-thumbed, numbered days and nights
Perth, Prestatyn, Prestwich, Poole, beneath the energy-saving lights
for the weekly bath, the hard-boiled egg, as though murmuring prayers, clicking beads
too near the fire, the corned-beef leg, to the switching On and Off of needs;
the gramophone, the Christmas Tree lights, each private, domestic revolution
the pan on the cooker simmering tripe, circling the time of its own extinction
Hoover, kettle, twin-tub, lamp, when mechanical meters, old Latin tomes,
sheets, shirts, steaming, damp stand behind glass in hushed museums,
under the iron, the television gun-metal grey, silvery, black,
newly-installed for the Coronation... from household gods to artefacts...
then the luxury of central heating while digital, internet meters glean
and quarterly bills and a meter reading. that History’s bill to the Future’s green.
History’s bill to the Future’s green...
28 — 29Title The Academy introduced a Chicago-themed music
Migration Week
Chicago craft beer, Goose festival in London. 312 Day,
Client
Goose Island Island, to the UK with named after the district
Sector Migration Week, a series of Goose Island is brewed
FMCG events designed to open up in, saw 5,000 revellers
Discipline the beer to media, influencers celebrate its arrival. A further
PR, Advertising, Digital,
and beer drinkers. Intimate million beer fans joined
Live Experience
tasting events with Goose the event via an innovative
Island founders and beer- 360 VR digital experience
meisters were followed by broadcast on Facebook.
30 — 31Title
Feed Different
Client
Tails.com
Sector
FMCG
Discipline
PR, Advertising, Digital
Feed Different by tails.com
Here’s to the crazy ones.
The misfits.
The rebels.
Tails.com is tailor-made dog The troublemakers.
food, hand-blended based on The round pegs in the square holes.
an individual dog’s nutritional The ones who see things differently.
needs, delivered to your home They’re not fond of one size fits all.
for free. Based on the idea And they have no respect for the status quo.
that “Every dog is different You can walk them, try and train them,
so its food should be too”, glorify or vilify them.
The Academy created Feed About the only thing you can’t do is ignore them.
Different, an affectionate Because they change things.
pastiche of the iconic Apple They push dog-kind forward.
advert, but replacing humans And while some may see them as the crazy ones,
with dogs. The film is narrated we see happy ones.
by Sir Michael Gambon and Because the dogs who are crazy enough
features 20 different dogs. to think they can change our world,
are the ones who do.
32 — 33Title
Count Them In
Client
The Royal British Legion
Sector
Not-For-Profit
Discipline
PR, Digital
To launch The Royal British Over a third of MPs and
Legion’s campaign to better 100 local authorities have
account for the Armed pledged their support to
Forces and their families, add extra questions to the
The Academy painted new Census in 2021, which
four veterans into their will help The Royal British
surroundings to highlight how Legion identify people who
they are invisible amongst could benefit from its care.
the general population
in the current Census.
34 — 35I AM BACKING THE
ROYAL BRITISH LEGION’S
#COUNTTHEMIN CAMPAIGN
TO FIND OUT MORE ABOUT
OUR ARMED FORCES
COMMUNITY THROUGH
THE CENSUS
Hilary Benn, MP
36 — 37Title Customer listening projects baking trends stimulated
Morrisons Makes It
determined exactly what by TV shows, running in-
Client
Morrisons Morrisons shoppers wanted store carving workshops for
Sector from their supermarket: fresh, pumpkin-pressured parents at
Retail quality food at low prices, Halloween, giving away over
Discipline and friendly, knowledgeable one million wonky carrots for
PR, Digital, Live Experience
staff serving them. The idea Rudolph at Christmas, and
of “Foodmakers and celebrating the spirit of Easter
Shopkeepers With Heart” by encouraging customers
was born, which is true to to be a Good Samari-Bun
the supermarket’s ability to and share a fresh Hot Cross
control its own supply chain Bun with a stranger.
through making its own food.
PR campaigns and tactics are Over 1,200 pieces of coverage
designed to demonstrate its and thousands of film views
Foodmaker and Shopkeeper have resulted in a million
credentials. These include more weekly shoppers
appointing a Great British visiting Morrisons.
Bake Officer to comment on
38 — 39Chasing Payments by Xero
It’s that time of the day, Should I give up or should I just keep
That time that I’ve been dreading. chasing payments
Look to see who has paid, Even if it leads nowhere.
But I don’t need to look because I know It seems simple to explain, I’ve done the
No-one will have paid me again, no! work I should get paid,
But none of you could care.
I pick up the phone Should I give up or should I keep on
To hear the same excuses, chasing payments
“Sorry, Dave’s not answering his phone” Even if it leads nowhere.
I’m not surprised he’s chuffing useless.
Will someone PLEASE pay me soon. What miracle would it take
To pay me on the due date.
Should I give up or should I keep on Doesn’t that seem fair?
chasing payments Do you even care??
Even if it leads nowhere. Or should I just keep on chasing payments.
If everybody paid, on the date they’re Everyday spent chasing payments.
supposed to pay,
I would have more hair. Should I give up or should I keep on
Should I give up or should I keep on chasing payments
chasing payments Even if it leads nowhere.
Even if it leads nowhere. If everybody paid, on the date their
supposed to pay,
I bill you again. I would have more hair.
We just go around in circles. Should I give up or should I keep on
Cash flow looks tragic again, chasing payments
I’ll soon be calling Angela Merkel Even if it leads nowhere.
To bail me out of this hole again.
Title Xero is the leading cloud- campaign channeling one of
Chasing Payments
based software company the world’s biggest pop stars,
Client
Xero on a mission to help small Adele. Her hit song Chasing
Sector businesses thrive with the Pavements was re-written
B2B, Finance help of beautiful accounting. as Chasing Payments and
Discipline Late payments cripple small released as a music video that
PR, Digital
businesses both in terms small business owners
of time spent following up could send to late payers.
on invoices and the impact It generated over 100 pieces
missed deadlines have on of coverage reaching over 48
cash flow management. The million people and continues
Academy tackled this head- to help small businesses
40 — 41
on with a tongue-in-cheek chase payments.Title Leffe is the original Abbey images light years away,
Slow Time
beer worth taking your charcuterist Adrienne E
Client
Leffe time over. Slow Time is a Treeby uses time to flavour
Sector documentary by BAFTA- her food, artist Susan Durgess
nominated Gary Tarn exposes pictures using
SURPRISING
FMCG
Discipline featuring five artists who also moonlight, and animators
PR, Advertising, Digital,
AND DIFFERENT
have a unique appreciation The Quay Twins painstakingly
Live Experience
of time in their craft. Sculptor produce stop-motion films
Willard Wigan slows his as 25 frames a second. The
breathing to create unique branded documentary was Digital Cinema Media Awards judge
micro artworks between screened in Picturehouse
heartbeats, astrophotographer cinemas across the UK.
Pete Lawrence captures
42 — 43Title Child speed reader Toby
Harry Potter and the
L’Estrange was recruited to
Child Speed Reader
Client
speed-read the new Harry
Amazon Potter and the Cursed Child
Sector Parts I & II, and submit the
Retail, Technology first review on Amazon.
Discipline
The campaign demonstrated
PR, Digital
the immediate delivery
of books to Kindle with
Toby becoming a media
sensation in the process.
44 — 45Title The Academy celebrated Africa where people could
Pooh the Philosopher
the 90th anniversary of sit down next to a talking
Client
Disney everyone’s favourite bear, Pooh bear who dispensed
Sector Winnie-the-Pooh, by philosophical Poohisms such
Retail positioning him as a modern- as “If the string breaks, try
Discipline day philosopher who is more another piece of string” and
PR, Digital, Live Experience
influential than Plato. Park “It isn’t much good having
benches were installed across anything exciting, if you can’t
Europe, Middle East and share it with somebody.”
46 — 47Title No food is off limits on Weight
Offical Eating Officer
Watchers so The Academy
Client
Weight Watchers recruited an Official Eating
Sector Officer to eat their way around
FMCG the UK’s restaurants and
Discipline show that it is possible to
PR, Digital
eat out, but still lose weight.
Over 500 people applied for
the role with blogger Sophie
Hardy landing the dream job.
48 — 49Title Disney Princess is the The Princess Principles were
Princess Principles
biggest girls franchise in the turned into posters by three
Client
Disney world. The Academy worked of the UK’s leading female
Sector with thousands of parents, artists, Rose Blake, Kate
Retail influencers and children to Moross and Kate Forrester,
Discipline develop and deliver its first and released for free in
PR, Digital
set of Princess Principles, Disney Stores across the UK.
a set of character traits that
define what it actually means
to be a Disney Princess –
and there wasn’t a tiara
or glass slipper in sight.
50 — 51BEING A ‘PRINCESS’ IS NOT ABOUT
TITLES, TIARAS OR MARRYING A
PRINCE, BUT ABOUT EMULATING
CINDERELLA’S COURAGE,
MERIDA’S HEROISM AND SNOW
WHITE’S GENEROSITY
Judy Reith, parenting expert
52 — 53Title In an effort to get aspiring was won by mum-of-two
A New Night Before Christmas
authors writing on Lucy Banks for her story
Client
Amazon Amazon’s Kindle Direct about a slug named Sol and
Sector Publishing, The Academy his Christmas Eve adventures.
Retail, Technology launched a nationwide The book was released direct
Discipline search to a find a new A to millions of Kindles making
PR, Advertising, Digital
Night Before Christmas it an instant Christmas hit
tale. Over 1,000 previously and launching Lucy’s career
unpublished authors entered as a published author.
the competition, which
54 — 55For many young adults The campaign generated Title
Wipeable Onesie
New Year’s Day is a day over 100 pieces of
Client
for sitting around with a coverage, trended on social Domino’s
pizza and a boxset. The media, and helped sell Sector
Academy produced the 50,000 more pizzas. FMCG
world’s first wipeable onesie Discipline
PR, Digital
so hungover Domino’s fans
can enjoy their pizza without
worrying about spills.
56 — 57Title The Academy wrote,
Yes
produced and directed Yes,
Client
Weight Watchers a short film of four individuals
Sector who said “yes” to Weight
FMCG Watchers and transformed
Discipline their lives accordingly. The
PR, Advertising, Digital
hard-hitting film was named
Adweek’s Ad of the Day.
58 — 59Title Neil Gaiman’s American
American Gods
Gods is one of Amazon Prime
Client
Amazon Video’s biggest shows. The
Sector Academy launched it with
Retail, Entertainment an immersive European
Discipline premiere including
PR, Digital, Live Experience
painstakingly re-creating
the infamous Crocodile Bar,
a world-class preview and
review programme, and a
unique horizontal screening
of American Gods to the Gods.
60 — 61intu owns some of the largest smallest ice cream van, which Title
Nice Cream Van
and most popular shopping gave away free ice creams to
Client
centres in the UK including visitors. The van measured intu
intu Lakeside and intu just 37 inches high and 47 Sector
Trafford Centre. Its mission inches long, but delivered big Retail
is to make happier shoppers. coverage across broadcast, Discipline
PR, Digital, Live Experience
The Academy raised shopper print and online media.
smiles by creating the world’s
62 — 63Title
There’s A Pizza For That
Client
Domino’s
Sector
FMCG
Discipline
PR, Digital, Design
Pizza is the most popular food designed, produced and
in the world, and Domino’s delivered a set of gift cards
is the most popular pizza for 20 occasions including
in the world, so it stands to birthdays, weddings and
reason that Domino’s is “the break-ups. The cards for
official food of everything”. every occasion are proving
To demonstrate its new brand to be a huge hit with pizza
positioning, The Academy fans across the country.
64 — 65Contact
If you would like to be part of The Academy
contact us on 020 7100 7100 or at
hello@theacademypr.com
Find us at
theacademypr.com
Twitter
@TheAcademy_PR
Instagram
@TheAcademy_PR
Vimeo
vimeo.com/theacademyprThe Academy is a PR agency founded by
Mitch Kaye and Dan Glover with a mission to
bring the brightest minds together to create work
that gets noticed, solves a problem and passes
into popular culture. Its founding pillars are
Intelligent Thinking, Applied Creativity, Quality
Production and Connected to the Right People.
Each pillar is treated with equal importance
meaning the agency is as obsessive with business
impact as it is creative accolades. Its work
encompasses PR and advertising, design and
identity, digital and live experiences.
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