The Beyond Collective

System1 Ad of the week for our OXO work! 🎉 Our recent spot, launching a new platform for the brand, "Made with OXO, Made with Love" clearly getting all the ingredients just right. Not only that, but it's the highest-scoring sauce and condiment ad of the last 3 years. Big shout out to all the team and our clients Premier Foods for this labour of love.

Welcome Kim Lawrie, our new Group Head of Technology! 🤩 We’re delighted Kim has joined The Beyond Collective to lead and bring together the latest in AI, technology and breakout innovations to enhance our capabilities and ways of working, and also supporting our clients looking to integrate technology solutions into their marketing. Read more about the hire here: https://lnkd.in/gicek_nG

The news is out! So excited to announce I've joined The Beyond Collective as Group Head of Technology to lead AI and tech innovation across both the group and our sub brands. I've already had two hugely enjoyable and productive months here so far, and am very much looking forward to sharing we've been on working soon. Cheers! https://lnkd.in/ey9axjuk https://lnkd.in/eiaNEUNd https://lnkd.in/epHGBhT5

Our CEO Zaid Al-Zaidy and Managing Director Ed Cox spoke to Hannah Bowler at The Drum on how Mulberry can regain its cultural cool and how to get back in vogue. “Media for luxury brands is as much – if not more – about signaling as it is about reach and frequency. It is an important part of implicitly communicating the brand’s image, stature and significance.” - Ed Cox “Since luxury is an expense that can’t be justified, Mulberry needs a strategy for “irrational” desire.” - Zaid Al-Zaidy Read the full article here 👉 https://lnkd.in/e6FE97pS

Super excited to see this out and about, and a pleasure to work with the passionate bunch at itsu [grocery] - as well as our friends at Above+Beyond on this launch.

In the mid 00s, whilst navigating my questionable Nu Rave fashion choices, i used to love the VICE printed edition. The articles were insightful, funny, at times niche and ultra wonky but above all undeniably cool - They had a POV and the curation of content was incredible. So it was always a shame to see it go, and the digital edition become riddled with regurgitated click bait before it filed for bankruptcy. I'm therefore massively excited about the unexpected return - perhaps signalling a sign that people are craving content which is that bit more curated*. Check out my take in LBBonline - Little Black Book here 👉 https://lnkd.in/e5AEBdpB *Or at the very least, they'll resurface some of the fashion from that Nu Rave period so i can bring some of my style back to Above+Beyond

Our client Misha Metcalfe spoke to Marketing Week on itsu’s growth as a grocery brand and how they are going beyond restaurant awareness, whilst maintaining a one brand approach. itsu's latest campaign, 'Eat Beautiful', is our first major work for the brand (with creative by Above+Beyond and media by Yonder Media), which marked a change in the strategy for the grocery business. Read Misha's full article here 👉 https://lnkd.in/e8vvMmhj

CHEF MAYA TO THE RESCUE 👩🍳 The ‘Made with OXO, Made with Love’ platform was developed as a branding device across touchpoints including retail and ATL. Demonstrating how people can show their love and care for family and friends by preparing a meal with Oxo, in this first film, we see budding Chef Maya preparing a meal for her Grandad’s birthday. She wants to make the meal as special as possible, so aided by her father as sous chef sets out with all the prep. The meal is bubbling away but as the pair take a sample from the pot they realise that something is missing. Adding the secret ingredient, the Oxo chicken stock pot, the pair elevate the birthday dish into something truly special and worthy of Grandad... AND TO TOP IT ALL it's been great to see the System1 data ranking this work in the top 1% of advertising in the UK right now 🎉 Link to a longer write-up and video in the link below, thanks Mediashotz 👇

R-AMEN TO THAT 🍜 Our first major work for itsu is NOW LIVE 😍 . Our campaign celebrates itsu [grocery] 's uncompromising commitment to care and craft, to make every itsu experience more beautiful. So whether it’s the fact that 47 gyoza recipes were explored before finding ‘the one’; the fact their noodle cup broths are always paste and never powder, or that their brilliant broth took decades to perfect. The work is running OOH, in regions where despite a decent restaurant awareness, customers don’t yet realise they can also get itsu at home thanks to the supermarket range. Planning & buying by Yonder Media (The Beyond Collective). Read more via our friends at LBBonline - Little Black Book on the link below 👇

This is BIG! Our 'Change the Ending' work for Alzheimer's Research UK is a finalist at this year's Effie Worldwide Awards in the 'Best Media Idea' category 🤞 🤞🤞🤞🤞🤞 Above+Beyond Yonder Media