Just as GU are
GU, 2024
A Valentine’s campaign celebrating self-acceptance, built around Gü’s partnership with Bridget Jones: Mad About the Boy.
Inspired by the insight that 4 in 5 British women lack confidence in their appearance, the campaign turned a cultural moment into a real-world activation through the UK’s first complimenting billboard.
Role
Balancing brand guidelines from GU and Universal to create 'Just as Gu are' stacked identity, the design of the billboard and surrounding assets.
Scope
Design, print, artwork
Impact
68 pieces of coverage, 66% featuring campaign imagery
Generated strong engagement through interactive OOH activation
Aligned brand messaging with a culturally relevant moment
Just as GU are
GU, 2024
A Valentine’s campaign celebrating self-acceptance, built around Gü’s partnership with Bridget Jones: Mad About the Boy.
Inspired by the insight that 4 in 5 British women lack confidence in their appearance, the campaign turned a cultural moment into a real-world activation through the UK’s first complimenting billboard.
Role
Balancing brand guidelines from GU and Universal to create the design of the billboard and surrounding assets.
Scope
Design, print, artwork
Impact
68 pieces of coverage, 66% featuring campaign imagery
Generated strong engagement through interactive OOH activation
Aligned brand messaging with a culturally relevant moment