London advertising agency Anthem recently held an internal creativity competition in response to a random event in front of their office. A few weeks ago, without warning, a couple of tiles fell off the front of their building. Temporary fencing was erected to prevent people from standing in the danger zone. To a creative department, this was immediately seen as ‘owned media’ and an opportunity for creative communication. The winning idea was based on the love padlock trend that has become popular across the globe. Couples write their names or initials on padlocks and lock and leave them in public places – a gesture of commitment.
At the core of Anthem’s offer is ‘Big Ideas from the Shelf Out’ to elevate and amplify the desirability of brands. So for Anthem’s ‘Loved Locks’, every padlock has an Anthem logo and a logo of a client’s brand. Together the 1,000 locks form the word, ‘Loved’.
It is a big reminder to all Anthem’s clients about how much the agency team values their relationships with them (monogamy is not an option for creative businesses) and what creativity can do for them.